柬埔寨Artisans公司經(jīng)營(yíng)策略研究.pdf

1、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 hi

2、s 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 increas

3、e while the souvenir industry,one of the tourism services, remarkably grows.The study aims to develop a business strategy for Artisans Cambodia (AC) to improve its current standing in the souvenir art industry in Cambodi

4、a.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

5、to take advantage of the growing business opportunities in Cambodia tourism industry?The study information was gathered both from primary and secondary data.Primary data are generated from the interviews of sellers and i

6、nternational 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 ca

7、pital 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

8、 and Siem Reap, where a case study was held.This result validates main findings of the research.The result of the survey showed about the number (in percentage) of tourists from the other foreign countries who like buyin

9、g 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

10、 and buy souvenirs, etc.Actually,the survey answered that the most of the international tourists from Europe, America, China,Japan and South Korea enjoyed buying the Khmer traditional souvenirs while 40％ of respondents a

11、mong them preferred the souvenir art, ranking highest followed by clothes (20％),Jewelry (10％), Silk (10％), and other items (20％).The survey also revealed that the souvenir art made from wood ranks highest of respondents'

12、 preference at 40％, which follows by marble (30％), silver and bronze (20％), and other materials (10％), while the cost of items is preferred around USD 15 per piece.These casual results reflect about how the company has t

13、o work to serve its profitable customers.The above-mentioned premier data, mainly collected from the interviews of sellers and international tourists, is considered as an added key point used to set up the company's oper

14、ations plans, such as: product design and quality adaptable to new technology in handicraft work, and market distributions being strategically strengthened and expended both in potential domestic tourism market places an

15、d by online shopping capability open to world market.From these relevant points, the strategic plan can be drawn up to respond to the needs or preferences of customers, especially international tourists.The number of tou

16、rists who preferred buying souvenirs is closely related to the increasing foreign tourists having arrived in the Kingdom of Cambodia.Thus, secondary data were done to show the increase of international tourist and their

17、tendencies to buy souvenirs.It also gathers some concrete proofs and reasons that attract them to visit Cambodia and interested in the souvenirs with the form of Khmer traditional culture.The second data were collected f

18、rom various sources, including the ministry of tourism of Cambodia on tourist arrival and their expenditures, UNWTO's reports, guide books, foreign and local newspapers, brochures,Internet and fiscal reports, etc.With th

19、e total tourists annual 2014 up to about 4.5 million, which was 7％ growth from the whole year 2013, the ministry of tourism estimated the foreign tourist arrival in 2015 up to 5 million.It was shown that the increasing t

20、endency of international tourists to Cambodia is because the country is rich of wonderful culture and the civilized styles of early Khmer art.The temple of Angkor, which is the collection of hundreds of temples and repre

21、sentatives of the mighty Khmer empire, is one of the main attractions for foreign tourist arrival in Cambodia.Lonely Planet, the largest travel guide book publisher in the world, announced on 18th August 2015 that the te

22、mple of Angkor Cambodia, is the first destination for international tourists all over the world among the other top 20 travel list, such as Great Barrier Reef of Australia at the 2nd place, Machu Picchu of Peru at the 3r

23、d, Great Wall of China at the 4th, Taj Mahal of India at the 5th....The unique heritage of art on the walls of temples, for example: Apsara...is the marvelous and wonderful style of Khmer art that makes foreign tourists,

24、 who used to see them,wish to visit the Kingdom of Cambodia again and again.Moreover, the souvenir art products in the forms of the temple and Khmer art motifs made from woods, stones and marbles are very popular among t

25、he international tourists.So, the premier and second data cannot be disconnected for the study in order to find a critical strategy to put effective operations for pushing AC's business.Certainly, the study based on both

26、 primary and secondary data will be the significant sources to provide the researchers with the practical ideas to rightly answer three above-mentioned questions in guidelines for developing a business plan for the AC Co