柬埔寨汽车市场营销策略研究
发布时间：2018-11-17 17:49
【摘要】：柬埔寨不仅仅以闻名世界的七大奇迹之一的吴哥窟享誉世界，更因作为东盟峰会轮值主席国，以及美国总统奥巴马到访，在南海主权问题上对中国的鼎力支持等诸多焦点新闻备受全球关注。在欧美深陷债务危机情况下，柬埔寨吸收的境外直接投资却逆势上扬，2013年柬埔寨取得了全年GDP8.3%的高速增长。柬埔寨国内商业环境、基础设施、公共服务、社会民生不断改善，贫困率明显下降，社会治理有较大改观，吸引了韩国、日本，中国加大经济扶植和投资力度。 与此同时，世界汽车行业就增速而言，欧美诸强越来越慢，而亚太地区的国家，很明显能看出快速增长的势头和强劲发展的态势。本文正是在这样的背景下，依据笔者的工作经历以及对柬埔寨本地汽车市场的调研分析而形成。 本文从TF汽车销售公司在柬埔寨汽车市场销售新车时所面临的市场情况、内外部环境、目标消费者需求和竞争产品的深入分析，给出TF汽车公司代理品牌的市场定位和目标市场选择，在此基础上提出在柬埔寨市场的营销策略，以及实施营销策略的保障措施，从而帮助实现在本地市场的发展目标。TF汽车公司将当地的汽车消费市场作为研究目标，积极深入走访本地已有汽车品牌以及经销商、利用消费者问卷调查，访谈等形式深入了解柬埔寨消费者对购买汽车的偏好和使用习惯。同时，利用4P营销组合逐步分析和论证，，为如何导入自己的汽车产品进入新兴市场，如何能规避一些本地化过程中的风险，提供切实可行的真实数据和参考意见，这也正是本文研究的意义所在。 同时，柬埔寨汽车行业对外信息披露较少，国内尚无相关的报告，本文的创新点正在于选取了一个较少有人涉足的汽车市场，藉此机会向感兴趣和关注该国的人群提供更多实际市场数据和信息。
[Abstract]:Cambodia is famous not only for Angkor Wat, one of the seven wonders of the world, but also for its presidency of the ASEAN Summit and the visit of US President Barack Obama. On the issue of sovereignty over the South China Sea, support for China and many other focus news has received global attention. Amid the debt crisis in Europe and the United States, Cambodia's foreign direct investment has risen against the trend, with Cambodia enjoying a high GDP8.3% growth rate for the full year in 2013. Cambodia's domestic business environment, infrastructure, public services, people's livelihood, poverty rate and social governance have greatly improved, attracting South Korea, Japan and China to increase economic support and investment. Meanwhile, the world auto industry is growing more and more slowly in terms of growth in Europe and the United States, while countries in the Asia-Pacific region are clearly seeing rapid growth and strong growth. This paper is based on the work experience of the author and the investigation and analysis of the local automobile market in Cambodia. This paper analyzes the market situation, internal and external environment, target consumer demand and competitive products faced by TF Automotive sales Company in Cambodia auto market. This paper gives the market orientation and target market choice of the agent brand of TF Automotive Company, and then puts forward the marketing strategy in Cambodia and the guarantee measures of implementing the marketing strategy. In order to help realize the development goal in the local market, TF Automotive Company regards the local automobile consumption market as the research goal, actively and deeply visits the local existing automobile brands and dealers, and makes use of the consumer questionnaire survey. Interviews and other forms of in-depth understanding of Cambodian consumers to buy cars and habits. At the same time, using 4P marketing combination to analyze and prove step by step, for how to import their own automobile products into the emerging market, how to avoid some risks in the localization process, and provide practical real data and reference advice. This is also the significance of this study. At the same time, Cambodia's automobile industry has less information disclosure, and there is no related report in China. The innovation of this paper lies in choosing a car market that few people have set foot in. This is an opportunity to provide more real market data and information to people interested and interested in the country.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.471
本文编号：2338614
[Abstract]:Cambodia is famous not only for Angkor Wat, one of the seven wonders of the world, but also for its presidency of the ASEAN Summit and the visit of US President Barack Obama. On the issue of sovereignty over the South China Sea, support for China and many other focus news has received global attention. Amid the debt crisis in Europe and the United States, Cambodia's foreign direct investment has risen against the trend, with Cambodia enjoying a high GDP8.3% growth rate for the full year in 2013. Cambodia's domestic business environment, infrastructure, public services, people's livelihood, poverty rate and social governance have greatly improved, attracting South Korea, Japan and China to increase economic support and investment. Meanwhile, the world auto industry is growing more and more slowly in terms of growth in Europe and the United States, while countries in the Asia-Pacific region are clearly seeing rapid growth and strong growth. This paper is based on the work experience of the author and the investigation and analysis of the local automobile market in Cambodia. This paper analyzes the market situation, internal and external environment, target consumer demand and competitive products faced by TF Automotive sales Company in Cambodia auto market. This paper gives the market orientation and target market choice of the agent brand of TF Automotive Company, and then puts forward the marketing strategy in Cambodia and the guarantee measures of implementing the marketing strategy. In order to help realize the development goal in the local market, TF Automotive Company regards the local automobile consumption market as the research goal, actively and deeply visits the local existing automobile brands and dealers, and makes use of the consumer questionnaire survey. Interviews and other forms of in-depth understanding of Cambodian consumers to buy cars and habits. At the same time, using 4P marketing combination to analyze and prove step by step, for how to import their own automobile products into the emerging market, how to avoid some risks in the localization process, and provide practical real data and reference advice. This is also the significance of this study. At the same time, Cambodia's automobile industry has less information disclosure, and there is no related report in China. The innovation of this paper lies in choosing a car market that few people have set foot in. This is an opportunity to provide more real market data and information to people interested and interested in the country.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.471
【参考文献】
相关期刊论文 前10条
1 郭继光;;中国企业在柬埔寨的投资及其影响[J];东南亚研究;2011年04期
2 代秋杰;;基于消费者选择行为的汽车共享政策分析[J];长春理工大学学报(社会科学版);2012年11期
3 杨学成;刘寅斌;王雪野;;微时代 营销突围[J];北大商业评论;2013年04期
4 蒋玉山;;柬埔寨:2012～2013年回顾与展望[J];东南亚纵横;2013年03期
5 朱吉玉;;消费者选择心理分析和营销对策研究[J];长春工业大学学报(社会科学版);2012年03期
6 张文文;;基于网络视觉营销下的消费者购买行为分析[J];中国市场;2012年26期
7 刘曙光;外国对东盟直接投资的特点及其对中国的启示[J];外交学院学报;2004年04期
8 赵彩伟;;基于消费者行为分析的企业市场营销策略研究[J];中国商贸;2012年25期
9 王勤;;外资为何转投东盟?[J];中国报道;2012年09期
10 黄兴;;电子邮件营销影响网络消费者行为实证分析[J];现代商业;2012年12期
本文编号：2338614
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2338614.html
