Jeelong Enterprises

主讲 :Jerome Feldman 德国吉龙企业（咨询）公司总裁

欧洲市场开拓的策略与实践The strategy and implementation

for European market development

欧洲 - 世界重要的统一大市场 Europe - An important market in the world

3,337,000 平方公里 人口 :3.7亿 (1994)

15个正式成员国， 12个国家申请加入， 6个将于2004年成为成员国。

德国是欧盟内最大的市场Germany is the largest market within the

European Union

位于欧洲心脏At the heart of Europe, represent a total population of 853 million.欧洲经济火车头Germany: locomotive of the European economy全球市场的连接界面Germany: interface to the most important global markets

开拓欧洲市场的入口The access to

develop the European market

德国的优势 :Advantages创新 Creativity高效 Efficiency基础结构 Infrastructure质量 Quality 将德国作为根据地，在整个欧洲市场上运作Germany as the basic location, function in the European market.

开拓欧洲市场的入口Gateway to the European market

最有优势和前景的工业领域：汽车、能源和环境、娱乐、金融投资、信息通讯、广告媒体、医学药物和生物技术、交通运储等。

Suitable industries: Automobile, Energy and Environmental, Finance, IT and Communication, Media and Advertising, Medical, Pharma and Biotech, Transport and Logistics etc.

汽车工业的大市场

1118家汽车车体配件，电子配件和加工工具供应商1,118 firms in Germany supplying the car-makers with body parts, electronics and machine tools.大部分为中小企业，为德国和国际车生产厂家配套， 1998年销售额约 4100亿欧元Most of them SMEs – work for German and international car-makers. Sales in 1998: 811 billion marks.

市场开拓的方法与步骤Methods and procedures

•目标市场调研

Market investigation

? ? ?它需要的是什么 我的产品是否符合这 怎样满足

个市场的要求

What is the requirement? Is my product suited How can I reach it?

to the market?

•建立销售渠道Build the sales channel

参加有关的展会

Participate in trade fairs and professional exhibitions.

互联网上的展示与搜索

Through Internet presentation and searching

市场开拓的方法与步骤Methods and procedures

通过必须的产品测试 :EC,TÜV

Pass the technical test

与本地的企业建立合作关系

Work together with the partners in the country

售后服务体系

Build an aftersales service system

—建立自己的欧洲基地 代表处或销售公司 Build overseas company or office in Europe

国内市场

Domestic market

国际市场

International market

技术创新

Innovation

制造能力Manufacturing

capability

优势 Advantage:多功能、贴近市场、快速反应multi-function, close to the market, rapid reaction

建立自己的欧洲基地 - 代表处或销售公司Build overseas company or office in Europe

面临的困难 Difficulties:

•对当地缺乏了解、如何寻找有能力的合作伙伴•Lack of local knowledge, look for possible partners •对当地的法律制度与优惠政策不了解•Legal system and encouraging policy•缺乏能在国外运作的管理人员 •Proper manager•前期投入• Investment

案例简析： Case analysis

中国远运集团 -- 大型企业成功的故事The successful story -- COSCO

案例简析： Case analysis

一个汽车部件生产企业在德国 /欧洲的市场发现

The findings from a Chinese auto-parts producer in Germany/Europe market

全面了解欧洲市场是第一步Fully understanding

the European market is the first step

Get into the market as Chairman Mao said: If you want to know the taste of a pear, try it

yourself.

Vielen Dank!

Thank you very much!