Doing business in europe - 副本
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Doing business in Europe在欧洲市场开展您的业务
Selling your products and services in Europe from the Tilburg Region从蒂尔堡将贵公司的产品和服务销往欧洲
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The big picture简 介
• E-commerce in Europe is big 电子商务在欧洲范围广大• 46% of the European population shops online
regularly. In the Netherlands 49%. 46 %欧洲人经常在网上购物 , 荷兰为 49 %。• The Netherlands are a leading online and mobile
country in Europe (top 5)荷兰的网上业务是在欧洲处于领先地位 , 手机互联在欧洲国家更是名列矛 (排名前 5 名)
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The big picture简 介
• Marketing is key in a succesfull strategy• 市场营销是成功战略的关键要素• Location is key, online as well as off line• 无论网上业务还是实体业务 , 地理位置始终是关键因数 . • Sustainability is important for consumers• 对于消费者而言 , 持续消费很重要
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People’s rebublic of China v. Europe中华人民共和国 vs 欧洲
TAOBAO.comALIBABA.com
Clothing
Electronics
Furniture
Furniture, Electronics, Clothing
Supply供应商、
Customer
Demand需求、
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Online sales in Europe欧洲区域的网上销售量
Forecast figures provided by Rabobank Tilburg, 2013
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Selling online in Europe欧洲区域内的网上销售
• Every country has favorite online ‘warehouses’每个国家都有自己喜欢的网上“仓库”
• In most countries online market places are available在大多数国家 , 网上市场仍具有开发空间
• The Netherlands are, together with Germany, Sweden, UK and France the most advanced online荷兰如此,及德国 , 瑞典 , 英国和法国拥有最先进的互联网 .
• So… where to start?那我们如何开展?
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Where to start?如何起步
• Clear and focussed strategy: 明确且聚焦的战略
• Describe what your company is and does 描述贵司是一家什么样的公司,做什么• Set clear marketing and sales goals 设定明确的营销及销售目标• Determine your focus target groups 确定你所关注的目标客户群 • Look at the key benefits 查看主要盈利点
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Where to start?如何起步
• Clear and focussed strategy: 明确且聚焦的战略
• Which channels are you going to use and which country will be first?打算使用那条销售渠道,确定哪个国家为首推市场
• What will be the key message for your customer?
针对你的客户群体 , 确立你的关键信息• Roll out campaign by campaign per country
滚动推出在每个国家的活动 • Evaluate constantly and adjust accordingly
持续评估并做相应改进
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What works?效果
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Sales: using coupons for traffic销售:使用优惠或打折进行促销
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Sales: using local events
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Using social media利用社会媒体
• Using supporting social media strategy supports online success
利用社会媒体战略配套支持网上业务• It connects people to your brand 联系终端客户群与你品牌之间的纽带
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Using social media利用社会媒体
• People can interact with you and provide insights使用户与你公司及产品之间产生互动,以了解客户评价
• Social media campaigns grow peoples involvement with your brand社会媒体增强客户更能融入你公司的品牌 ( 文化 )
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Your website in Europe你在欧洲区域内的宣传网站
• A European website is different from a Chinese website一个欧洲市场的网站是不同于中国网站。
• A country website may need to be different from another country website针对一个具体国家的网站需要不同于其他国家
• Your website is your touchpoint你的网站是你跟客户之间的碰点
• Optimized for conversion| 保持优化,利于转化
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EXAMPLES
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Furniture 家具
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Furniture 家具
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Fences 栅栏
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Fences 栅栏
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Bicycles 自行车
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Bicycles 自行车
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Feel free to contact Leonard for help or answers我们欢迎并愿意解答您的疑问 ! 联系方式
Leonard Marc Fleskens SMP +31 162 453 203 [email protected] http://www.leonard.nl