Version: 4 / May 2007Go Europe 通往欧洲！Hangzhou 杭州1Version: 4 / May 2007Europe is different 欧洲的不同之处The opportunity at a glance 商机一览Success factors for sales in Europe 打入欧洲市场的成功因素 Optimal location for an engagement in Europe 切入欧洲市场的最佳地点First steps to setup sales channels in Europe 构建欧洲销售渠道的第一步Implementation of local entity in Europe 创建欧洲当地经济实体Identification of partners or human resources in Europe 寻找在欧洲的合作伙伴或人力资源Order processing of delivery business to Europe 产品销往欧洲的操作流程Tariffs and others barriers for ex-EU suppliers 针对非欧盟供应商的关税及其他贸易壁垒What Cisema can offer 凯思公司可以提供什么We are strategic partner of HSTA 凯思公司是杭州科学与技术协会的战略合作伙伴Go Europe 通往欧洲 Dipl. Ing. Stefan Fischer Managing Director Cisema GmbH Tel. +49 (0) 89 74849955 Fax +49 (0) 89 74849956 infocisema.de www.cisema.de2Version: 4 / May 2007USA and Europe are different! Success in US means not it will become easy in Europe: 美国和欧洲并不相同！在美国取得商业成功，并不意味着在欧洲也将同样容易。Bureaucracy 政府机构 Currency 货币 Languages 语言 Employment 职业 Education 教育 Work time 工作时间 Tax 税收 Social security systems 社会保障制度 Role of unions 工会的作用 Sports 运动 Food 食品Business is local. It is impossible to copy success from one to another rim. 商业具有较强的地方性。我们不能简单地将一个地方的成功复制到另一个地方。Europe is different 欧洲的不同之处3Version: 4 / May 2007European cultural dimensions 欧洲的文化深度Although business has become international, cultural characteristics still influence the ways of thought and action of European as well as of Chinese businessmen. 尽管商业运营已经走向国际化，但是我们不能忽视，各自文 化的特点仍旧强烈影响着欧洲和中国商人的思维方式和行动。These different ways of doing business can be attributed to differences in the historical and cultural development of both Europe and China. 这些经商方式的不同，可以归因于欧洲和中国之间历史文化发展轨迹的不同。Marketers should take into consideration the culture of each market and position their products in an appropriate manner. 营销人员应该考虑到每个市场的文化背景，并采用适当的方式定位其产品。There are differences in perception with regard to products (and perhaps even brands) on need, usage and importance:在需求、使用及价值方面，不同国家对产品（甚至品牌）有着不同的理解：in the UK, tea, raincoats and golf; 在英国，茶、雨衣和高尔夫；in Germany beer, cars and philosophers like Karl Marx; 在德国，啤酒、汽车和哲学家（如卡尔马克思）； in Italy pizza, opera and shoes; 在意大利，比萨饼，歌剧和鞋子；in France perfume, cheese and champagne; 在法国，香水，奶酪和香槟酒；In most European countries, such as Germany, Austria, France and Belgium, using courtesy titles and last names is the norm. 在大部分欧洲国家，如德国，奥地利，法国和比利时，使用礼貌性的称谓和姓氏是一项基本规范。In the UK and in the Netherlands it is not unusual to act on a first-name basis after the first introduction. 在英国和荷兰，初次见面时，直呼对方的名字是相当正常的。4Version: 4 / May 2007Europe vs China 欧洲与中国之比较EUROPE 欧洲CHINA 中国First encounter 初次碰面Shaking hands firmly 沉稳地握手Shaking hands and bowing 握手并鞠躬Business cards 交换名片Handed over with one hand 用一只手转交Handed over with both hands 双手转交 Communication 商务交流Not always straight to business 5Version: 4 / May 2007- 46 countries - 27 members of EU 46个国家其中有27个欧盟成员国- 10,5 Million square Kilometers 欧盟疆域面积1050万平方米 - 680 Million people (third largest population, after China and India) 6.8亿人口（仅次于中国和印度，列世界第三）- number of people in working age: 67.2% 工作适龄人口占总人口的67.2% - labor force: services: 67%, industry: 29%, agriculture: 4%: 劳动力资源：服务业， 67%；工业， 29%；农业，4%：- life expectancy: 78.3 years 平均寿命：78.3岁- EU 27 GDP in 2006: 12,046 Billion Euro (USA: 10,955 and Japan: 3,543)欧盟27个成员国 2006年的GDP（国民生产总值）： 120460亿 欧元 (美国：109550亿 和日本：3543亿)- growth rate of the GDP: 2.4% GDP增长速度： 2.4% - transportation infrastructure: 222,293 km railways; 4,634,810 km highways; 53,512 km waterways; large number of important airports交通基础设施： 222,293 km铁路、4,634,810 km 高速公路、53,512 km 河道以及众多重要机场- stability and prosperity 繁荣与稳定- standard of living 生活水平- largest and most important trading group 最大而且最重要的贸易群体The opportunity at a glance 商机一览6Version: 4 / May 2007The EU welcomes China 欧洲欢迎中国- China is by far the most significant centre of growth in the Asian region. Its rapid economic development in the past twenty years has had a great impact on EU-China trade and on their economic relations.- 如今，中国是亚洲地区最重要的发展中心。中国近20年的快速发展，对中欧贸易及其经济关系的发展，都具有重大推 动意义。- China and the EU are two of the biggest markets in the world. They have everything to gain by deepening their commercial ties. - 中国和欧洲是世界上两个最大的市场。随着双方贸易关系的加深，中欧实现了“双赢“的局面。- Today China is already a crucial economic partner for the EU. - 目前，中国已成为欧洲至关重要的经济伙伴。- In 2004 the EU became Chinas largest trading partner! - 2004年，欧洲成为中国最大的贸易伙伴！- A forward-looking policy of engagement with China is crucial for the EU. - 针对与中国的贸易合作，欧洲极需一个具有长远利益的政策体系。- Conclusion: - International trade can be advanced by mutual trade and investment flows. - 总结：- 中国和欧洲的双边贸易和投资潮流，将推动双方国际贸易的发展！source: German Bank 417 enterprises f