【摘要】：柬埔寨不僅僅以聞名世界的七大奇跡之一的吳哥窟享譽(yù)世界，更因作為東盟峰會輪值主席國，以及美國總統(tǒng)奧巴馬到訪，在南海主權(quán)問題上對中國的鼎力支持等諸多焦點(diǎn)新聞備受全球關(guān)注。在歐美深陷債務(wù)危機(jī)情況下，柬埔寨吸收的境外直接投資卻逆勢上揚(yáng)，2013年柬埔寨取得了全年GDP8.3%的高速增長。柬埔寨國內(nèi)商業(yè)環(huán)境、基礎(chǔ)設(shè)施、公共服務(wù)、社會民生不斷改善，貧困率明顯下降，社會治理有較大改觀，吸引了韓國、日本，中國加大經(jīng)濟(jì)扶植和投資力度。 與此同時(shí)，世界汽車行業(yè)就增速而言，歐美諸強(qiáng)越來越慢，而亞太地區(qū)的國家，很明顯能看出快速增長的勢頭和強(qiáng)勁發(fā)展的態(tài)勢。本文正是在這樣的背景下，依據(jù)筆者的工作經(jīng)歷以及對柬埔寨本地汽車市場的調(diào)研分析而形成。 本文從TF汽車銷售公司在柬埔寨汽車市場銷售新車時(shí)所面臨的市場情況、內(nèi)外部環(huán)境、目標(biāo)消費(fèi)者需求和競爭產(chǎn)品的深入分析，給出TF汽車公司代理品牌的市場定位和目標(biāo)市場選擇，在此基礎(chǔ)上提出在柬埔寨市場的營銷策略，以及實(shí)施營銷策略的保障措施，從而幫助實(shí)現(xiàn)在本地市場的發(fā)展目標(biāo)。TF汽車公司將當(dāng)?shù)氐钠囅M(fèi)市場作為研究目標(biāo)，積極深入走訪本地已有汽車品牌以及經(jīng)銷商、利用消費(fèi)者問卷調(diào)查，訪談等形式深入了解柬埔寨消費(fèi)者對購買汽車的偏好和使用習(xí)慣。同時(shí)，利用4P營銷組合逐步分析和論證，，為如何導(dǎo)入自己的汽車產(chǎn)品進(jìn)入新興市場，如何能規(guī)避一些本地化過程中的風(fēng)險(xiǎn)，提供切實(shí)可行的真實(shí)數(shù)據(jù)和參考意見，這也正是本文研究的意義所在。 同時(shí)，柬埔寨汽車行業(yè)對外信息披露較少，國內(nèi)尚無相關(guān)的報(bào)告，本文的創(chuàng)新點(diǎn)正在于選取了一個(gè)較少有人涉足的汽車市場，藉此機(jī)會向感興趣和關(guān)注該國的人群提供更多實(shí)際市場數(shù)據(jù)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.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.471

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