https://www.amrsjournals.com/jamrems <p><strong>Journal of Asian Multicultural Research for Economy and Management Study (JAMREMS) </strong>ISSN: <a href="https://portal.issn.org/resource/ISSN/2708-9711">2708-9711</a> is an international platform for scholars to publish research report, article review, and short communication. <strong>JAMREMS </strong>covers all research area of Economy and Management studies including Financial Management, Accounting, Administrative System, Brand Innovation and Brand Management, Management, Business Economics, Business Administration, Energy Management, Environmental Management, Public Sector Management, Facilities Planning and Management, Marketing Management, Finance, Foodservice Management, Global Manufacturing and Management, Human Resource Management, Industrial Engineering, Information Technology Management, Knowledge Management, Management Information System, Management Psychology, Management of Enterprises, Management Practices, Management Strategy, Management Theory, Manufacturing Systems Engineering, Marketing, Operations Research, Organizational Behaviour, Port Management, Production Management, Project and Quality, Research Methods, Logistics and Supply Chain Management, Risk Management and Insurance, Scientific Management, Security and Risk Management, Hospitality Management, Sport Management, Strategic Management, Strategic Management, Technology and Knowledge Management.</p> Journal of Asian Multicultural Research for Economy and Management Study en-US Journal of Asian Multicultural Research for Economy and Management Study 2708-9711 https://www.amrsjournals.com/jamrems/article/view/1108 <p>This study used secondary data sources, including BYD’s official websites and press releases, automotive industry reports, and documents collected from October 2025 to March 2026 to analyze how BYD adapted its marketing activities for Electric Vehicles (EVs) in the Vietnamese market. Findings revealed that in its localized marketing strategies, apart from traditional marketing tactics, BYD focuses on technological innovation, charging infrastructure investments, local regulations adoption, as well as local partners’ relationship building. This study, therefore, proposes an ecosystem-oriented approach, in which the traditional 4Ps serve as the foundation of market strategy while ecosystem development functions as an enabling mechanism that supports long-term EVs adoption and sustainable competitive advantage.</p> Hoa Nguyen Thi Quynh Copyright (c) 2026 Journal of Asian Multicultural Research for Economy and Management Study https://creativecommons.org/licenses/by-sa/4.0/ 2026-09-21 2026-09-21 7 3 1 12 10.47616/jamrems.v7i3.1108