INNOVATIONS TO PROMOTE MARKETING OF ELECTRIC VEHICLE CONVERSION BUSINESS IN BANGKOK

Abstract

The objectives of this research were to study; 1) The current, condition problems and marketing promotion needs of the electric vehicle conversion business. 2) Innovation of promotion the electric vehicle conversion business. This was mixed method research. To collected qualitative data from 8 people, include business operators of electric cars conversion manufacturer and distributor of modified equipment car users in Bangkok Personnel from the Electricity Authority and the Automotive Institute including marketing academics and used purposive sampling, and collected quantitative data from 323 car user through simply random sampling. Using in-depth interviews and questionnaires and evaluation form. Qualitative data was analyzed by content analysis and descriptive analysis method. Quantitative data were analyzed by mode, percentage, mean, standard deviation. The results showed; 1) The current situation of vehicle conversion business lack of clear marketing actions and lack of integration into a serious network. The problem encountered is the problem of disseminating information to create awareness about modified electric cars and marketing needs, it was found that there was a need for price information Distribution channel Product/Service, and the modified location in a highest level. 2) Results of the development of marketing promotion innovations, it was found to be an innovation in communication through Facebook fan pages, and a network of stakeholders in the business group. As for the results of the evaluation of marketing innovations, it was found that they were appropriate and feasible for use at a high level.