柬埔寨KL贸易公司大米出口市场开拓策略研究

发布时间：2018-02-20 20:27

本文关键词： 柬埔寨KL贸易公司大米出口国际市场国际营销　出处：《广西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：柬埔寨王国位于东南亚地区,是一个属于锅底型的热带国家,地理最适合种植农产品特别是种米稻。因此,柬埔寨的经济来源大部分来自于农业投资。目前,柬埔寨政府非常关注大米种植及出口交易活动,柬埔寨农业己成为最有潜力的投资方向及国家的经济发展来源,其中大米更视为柬埔寨的“白金”。根据柬埔寨政府的指定及实践国家经济发展的计划,柬埔寨政府制定成为东南亚地区“白金”最大出口国家。按照测算,柬埔寨政府拟于2015年把柬埔寨大米出口量提升到100万吨的水平。为了实现目标,柬埔寨政府对内部进行调整,打造大米商集团,以支撑这一国家战略。对外,柬埔寨政府积极努力加强国际合作关系,同时让国家各道更多外部的帮助来保证大米生产,质量以及解决产品出口问题。柬埔寨大米贸易投资很有潜力,大米出口活动更视为很重要的交易活动。近年来,柬埔寨大米生产及出口数据统计显示有助国家农业经济迅速发展之一。KL进出口公司是一家收购、加工包装及出口大米为主的贸易企业。目前出口市场有中国、法国、波兰、马来西亚、荷兰、西班牙、德国、意大利及英国等国家。大米出口品种有五种分别为PHKA MLIS、PHKA ROMDOUL、NEANG MALIS、SOMALY RICE和NEANG KHUN RICE。虽然该公司在国际市场上已经占有一席之地,但是在大米出口领域仍然存在不足,譬如加工包装及安全检测问题等等,加上目前大米出口政策、出口操作、生产企业、市场操作及其他参与者加入大米行业导致大米出口有很多不确定的因素。由于缺乏先进的国际营销理念,该公司国际市场占有率仍然不高,每年大米价格的波动使其很难在国际市场上扩大规模以满足发展要求。本文根据所搜集到的相关文献资料,以及来自于柬埔寨商业部、农业部、柬埔寨大米出口商业会、柬埔寨国家研究网以及东盟统计年鉴的相关资料、加上在KL进出口公司实习得到实际的研究结果等进行文件数据的整理和加工,结合国际贸易、国际市场营销相关理论,对KL贸易公司大米出口及国际市场拓展案例进行研究。全文分为六部以下：第一部和第二部分介绍研究背景、国际市场及其理论、国际营销及其理论以及柬埔寨大米出口市场拓展的研究文献综述。第三部分研究柬埔寨大米出口市场、生产、竞争概况。第四部分析KL进出口公司的市场策略选择以及出口贸易现状。第五部分析KL公司大米出口市场存在的主要问题及原因。第六部针对KL公司提出建议找出正确的策略,提高市场扩大规模效率以及找出针对性来帮助公司的不足,拓展柬埔寨大米的出口量。论文旨在剖析KL贸易公司大米出口及国际市场拓展这一典型案例,并寻求柬埔寨大米出口企业国际市场拓展方面的经验教训,从而为行业企业提供借鉴。
[Abstract]:The Kingdom of Cambodia, located in Southeast Asia, is a tropical country with pot bottoms, geographically most suitable for growing agricultural products, especially rice and rice. Therefore, most of Cambodia's economic resources come from agricultural investment. The Cambodian Government is very concerned about rice cultivation and export trade, and Cambodian agriculture has become the most promising investment direction and the source of economic development for the country. Among them, rice is regarded as the "platinum" of Cambodia. According to the designation of the Cambodian government and the implementation of the national economic development plan, the Cambodian government has established itself as the largest exporter of "platinum" in Southeast Asia. According to the calculation, In 2015, the Cambodian government plans to raise Cambodia's rice exports to 1 million tons. In order to achieve its goal, the Cambodian government has made internal adjustments to build a group of rice merchants to support the national strategy. The Cambodian government is actively working to strengthen international cooperation, while allowing more external help from the country to ensure rice production, quality and export. Cambodia's rice trade has great potential for investment. In recent years, statistics on Cambodia's rice production and exports show that KL Import and Export Corporation, one of the country's fastest growing agricultural economies, is a acquisition. The main export markets are China, France, Poland, Malaysia, the Netherlands, Spain, Germany, Italy and the United Kingdom, among other countries, have five varieties of rice for export: PHKA MLISN\ x {92dd}\ x {92dd}\ x {92dd}\ x {92dd}\ x {92dd} e\\\. Such as processing, packaging and safety inspection, and so on, plus the current rice export policy, export operations, and production enterprises, Market operations and other players' participation in the rice industry have led to many uncertainties about rice exports. Due to the lack of advanced international marketing concepts, the company's international market share is still low. The fluctuation of rice price every year makes it difficult to expand its scale in the international market to meet the development requirements. According to the relevant documents collected, and from the Cambodian Ministry of Commerce, the Ministry of Agriculture, the Cambodian Rice Export Merchants Association, The relevant materials of the Cambodian National Research Network and the ASEAN Statistical Yearbook, plus the actual research results obtained from the internship at the KL Import and Export Company, are collated and processed, and combined with the relevant theories of international trade and international marketing. The thesis is divided into six parts: the first part and the second part introduce the research background, the international market and its theory, International Marketing and its Theory as well as the Literature Review on the Development of Cambodia's Rice Export Market. The third part studies Cambodia's rice export market and production. 4th analysis of KL import and export company's market strategy and current situation of export trade. 5th analyses the main problems and reasons of KL's rice export market. 6th put forward suggestions for KL company to find out the correct strategy. This paper aims to analyze the typical case of KL Trading Company's rice export and international market expansion. And to seek Cambodia rice export enterprises international market development experience and lessons, so as to provide reference for industry enterprises.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F316.11;F753.35

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