歐洲市場(chǎng)開拓的策略與實(shí)踐-JeelongEnterpr.ppt

1、Jeelong Enterprises,主講:Jerome Feldman,歐洲市場(chǎng)開拓的策略與實(shí)踐 The strategy and implementation for European market development,歐洲 - 世界重要的統(tǒng)一大市場(chǎng) Europe - An important market in the world 3,337,000 平方公里 人口:3.7億(1994) 15個(gè)正式成員國(guó)，12個(gè)國(guó)家申請(qǐng)加入，6個(gè)將于2004年成為成員國(guó)。,德國(guó)是歐盟內(nèi)最大的市場(chǎng) Germany is the largest market within the European U

2、nion 位于歐洲心臟 At the heart of Europe, represent a total population of 853 million.歐洲經(jīng)濟(jì)火車頭 Germany: locomotive of the European economy全球市場(chǎng)的連接界面 Germany: interface to the most important global markets,開拓歐洲市場(chǎng)的入口 The access to develop the European market 德國(guó)的優(yōu)勢(shì):Advantages 創(chuàng)新 Creativity 高效 Efficiency 基礎(chǔ)結(jié)構(gòu) I

3、nfrastructure 質(zhì)量 Quality 將德國(guó)作為根據(jù)地，在整個(gè)歐洲市場(chǎng)上運(yùn)作 Germany as the basic location, function in the European market.,開拓歐洲市場(chǎng)的入口 Gateway to the European market 最有優(yōu)勢(shì)和前景的工業(yè)領(lǐng)域： 汽車、能源和環(huán)境、娛樂(lè)、金融投資、信息通訊、廣告媒體、醫(yī)學(xué)藥物和生物技術(shù)、交通運(yùn)儲(chǔ)等。 Suitable industries: Automobile, Energy and Environmental, Finance, IT and Communication, Me

4、dia and Advertising, Medical, Pharma and Biotech, Transport and Logistics etc.,汽車工業(yè)的大市場(chǎng) 1118家汽車車體配件，電子配件和加工工具供應(yīng)商1,118 firms in Germany supplying the car-makers with body parts, electronics and machine tools.大部分為中小企業(yè)，為德國(guó)和國(guó)際車生產(chǎn)廠家配套，1998年銷售額約4100億歐元 Most of them SMEs work for German and international c

5、ar-makers. Sales in 1998: 811 billion marks.,市場(chǎng)開拓的方法與步驟 Methods and procedures 目標(biāo)市場(chǎng)調(diào)研 Market investigation ? ? ? 它需要的是什么 我的產(chǎn)品是否符合這 怎樣滿足 個(gè)市場(chǎng)的要求 What is the requirement? Is my product suited How can I reach it? to the market?,建立銷售渠道 Build the sales channel 參加有關(guān)的展會(huì) Participate in trade fairs and profes

6、sional exhibitions. 互聯(lián)網(wǎng)上的展示與搜索 Through Internet presentation and searching,市場(chǎng)開拓的方法與步驟 Methods and procedures,通過(guò)必須的產(chǎn)品測(cè)試:EC,TV Pass the technical test 與本地的企業(yè)建立合作關(guān)系 Work together with the partners in the country 售后服務(wù)體系 Build an aftersales service system,建立自己的歐洲基地代表處或銷售公司 Build overseas company or offic

7、e in Europe,國(guó)內(nèi)市場(chǎng) Domestic market,國(guó)際市場(chǎng) International market,技術(shù)創(chuàng)新 Innovation,制造能力 Manufacturing capability,優(yōu)勢(shì)Advantage: 多功能、貼近市場(chǎng)、快速反應(yīng) multi-function, close to the market, rapid reaction,建立自己的歐洲基地-代表處或銷售公司Build overseas company or office in Europe,面臨的困難 Difficulties: 對(duì)當(dāng)?shù)厝狈α私?、如何尋找有能力的合作伙?Lack of local

8、knowledge, look for possible partners 對(duì)當(dāng)?shù)氐姆芍贫扰c優(yōu)惠政策不了解 Legal system and encouraging policy 缺乏能在國(guó)外運(yùn)作的管理人員 Proper manager 前期投入 Investment,案例簡(jiǎn)析：Case analysis 中國(guó)遠(yuǎn)運(yùn)集團(tuán)-大型企業(yè)成功的故事The successful story - COSCO,案例簡(jiǎn)析：Case analysis 一個(gè)汽車部件生產(chǎn)企業(yè)在德國(guó)/歐洲的市場(chǎng)發(fā)現(xiàn)The findings from a Chinese auto-parts producer in Germany/Europe market,全面了解歐洲市場(chǎng)是第一步Fully understanding the European market is the first stepGet