中国企业开拓欧盟市场的研究.pdfVIP

第4章是在第2章和第3章研究的基础上，对中国企业进入欧盟的产品进行 定位。首先指出进入欧盟应当定位的产品，其次详细浼明定位的依据。笔者主要 根据欧盟市场容量、中国企业与主要竞争对手竞争力的比较、中国与欧盟产品比 较优势和欧盟市场进入壁垒四个方面得出中国企业进入欧盟的产品定位思路。 第5章在第4章静态分析的基础上，采用博弈的方法深入分析中国企业进入 欧盟市场的策略。首先明确说明中国企业进入欧盟的策略，在第4章的基础上， 中国企业应当先进入具有比较优势的产品和成员国，同时还分析了在其他竞争对 手的策略发生变化时，中国企业将做出的策略。其次，详细阐述了现行策略的依 据，从理论上分别分析了中国企业作为产业领先者保持现有的在欧盟市场的份额 的策略，以及中国企业作为挑战者进攻夺取市场份额的策略。 第6章旨在从政府、中介组织、企业三方面提出促进中国企业开拓欧盟市场 具体的对策性建议。 关键词：欧盟市场 企业竞争力 产品定位 策略 Abstract EU js enlarged to be a market whlch has 25 counnles，1t has been the±lrst largest trade partner of China．The如ture of the economical cooperation between China and EU25 has been the focus．EU25 means a larger market aJld brings new chaJlces and challenges to Chinese enterprises． Under t11e back掣ol】11d of the Chinese goVemment adVocating the enterp“ses entering into imemational market，the Chinese entelprises haVe potential to entering the EU25 market． This p印er discusses Chinese erlterprises entering into EU m砒et on a抒锄ework of economics tlle谢es．This paper includes two innovations．First，it establishes a set of indexes to measure the competitiveness of Chinese enterprises．Second，it uses stational method to decide也e indus缸y location of C|linese ente删ses entering into EU market， then uses tlle dyn锄ical metllod to analyze也e entering tactics of Chinese emerprises． This kind ofme出od mi)￡ing stational and dynamical ways is one oftlle innovations． This paper is composed of six chapters． In chapte“，we bring forward the problems．Fjrst，we discuSs the meaning a11d the background of tl】e t叩ic．Second，、ve review the t11e商es about Chinese enterprises entering into EU market．T11ird，、ve point out tlle fr锄e、椰rk aIld innovation of this papen In chapter II，we a11alyze me volume and structure of EU25 market．EU25 is a special market including 25 cOunmes．These co州es are on t】1e di仃erent economical stages．So“is di彘rem矗om otller developed countries．1me 6rst problem we must solve is EU25 market v01ume，market structure and me血ture of tlle market．It will help Chinese enterprises enter