柬埔寨Artisans公司经营策略研究

作     者：金松（Kim Sok） 

作者单位：北京交通大学 

学位级别：硕士

导师姓名：丁慧平

授予年度：2015年

学科分类：12[管理学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 

主      题：Figure 经营策略 weighing ancient tourist Artisans heritage Temple tourism silver 

摘      要：Over the last few years, international tourist arrival in the Kingdom of Cambodia has increased unprecedentedly, being projected to reach 5 million international tourists by the end of 2015. The minister of tourism, in his speech to Chinese tourists in 2013, explained about the increase, having cited two main reasons, the nation-wide full piece and the prosperity of Khmer culture. Simultaneously, the needs of tourism services also increase while the souvenir industry, one of the tourism services, remarkably *** study aims to develop a business strategy for Artisans Cambodia (AC) to improve its current standing in the souvenir art industry in Cambodia. The study attempts to answer the following questions:(1) How can the operation of AC be sustained?(2) What are strategic options available for AC to sustain its operations?(3) What marketing strategies must be adopted to take advantage of the growing business opportunities in Cambodia tourism industry?The study information was gathered both from primary and secondary *** data are generated from the interviews of sellers and international tourists. Using convenience sampling technique in interviewing respondents numbering to approximate 100 foreign tourists and 20 sellers of souvenir art shops, a fact to face interview was undertaken in the capital of Phnom Penh and the town of Siem Reap, the two most wanted places to visit for both international and local tourists. An actual visit was conducted by the researchers at the manufacturing plant of AC in Phnom Penh and Siem Reap, where a case study was held. This result validates main findings of the *** result of the survey showed about the number (in percentage) of tourists from the other foreign countries who like buying the souvenirs, the kinds of souvenir products and their average costs per piece the international customers preferred, the places of the potential tourism markets all over Cambodia where the tourists preferred to visit and buy souv