Management for The Success of The Electric Bus Businessin Bangkok

Abstract

This research had four objectives, the first was to study the general environment. and the industrial environment of the electric bus business in Bangkok, the second was to study the business performance of electric buses in Bangkok., the third was to studied the ability of businesses to manage the marketing of the electric bus business in Bangkok, and the fourth was to study management approaches for the success of the electric bus business in Bangkok. This research used a qualitative method as a methodology e.g. in-depth interviews, documents, thematic and content analysis.
The research results found that current conditions and problems of the electric bus business in Bangkok most of them are environmental pollution problems that affect many areas, especially the dangers of PM 2.5 dust pollution caused by combustion from engines. The lifespan of the buses is more than 20 years. The engines are in old condition. The number of cars is not enough to meet the needs of the people. and lack of connection with other forms of transportation systems the government has joined with private organizations to solve pollution problems and pay attention to the environment. The transportation system has been changed to 1.2 million electric buses in 2025. It also helps preserve the environment and has 100% clean energy buses. Private organizations receive support from the government. and external funding allows production to meet targets and there is a combination of social marketing and integrated markets, resulting in more product orders. and get a quality electric bus Suitable for price and environmental protection therefore, management for the success of the electric bus business in Bangkok Must work consistently across the general environment, Organizational competency business competitiveness, Social Marketing and Integrated Marketing working together in all sectors leads to success.