德国国际市场营销环境分析分解

国际市场营销环境分析实践报告调查对象：德国背景：高度发达的工业国，经济总量居欧洲首位。

德国工业侧重重工业，汽车和机械制造、化工、电气等部门是支柱产业，占全部工业产值的40 %以上。

食品、纺织与服装、钢铁加工、采矿、精密仪器、光学以及航空与航天工业也很发达。

中小企业是工业的中流砥柱，专业化程度和技术水平较高。

主要工业部门的产品一半或一半以上销往国外。

对外贸易：德国是世界贸易大国，同世界上230 多个国家和地区保持贸易关系，自2003年起连续六年保持世界第一出口大国地位。

德国出口业素以质量高、服务周到、交货准时而享誉世界。

主要出口产品有汽车、机械产品、化学品、通讯技术、供配电设备和医学及化学设备。

主要进口产品有化学品、汽车、石油天然气、机械、通讯技术和钢铁产品。

主要贸易对象是西方工业国，其中进出口一半以上来自或销往欧盟国家。

政治环境分析德国实行的是议会制的政府类型，议会由联邦议院和联邦参议院组成。

总理内阁制：联邦议院行使立法权，监督法律的执行，选举联邦总理，参与选举联邦总统和监督联邦政府的工作等德国实行的是自由的市场经济体系。

政府对市场的干预很少，但是近年来贸易保护主义有所抬头，发达国家纷纷采用隐蔽性较强、透明度较低、不易监督和预测的保护措施——技术壁垒，给我国及其他国家尤其是发展中国家的对外贸易造成很大的障碍，同时也成为阻挡外国产品进入本国市场的屏障。

法制环境分析( 一) 欧共体一直通过产品包装、标鉴的立法来设置外国产品的进口障碍，德国在1984 年公布《食品标签条例》。

( 二)“绿色技术标准”。

发达国家的科技水平较高，处于技术垄断地位。

它们在保护环境的名义下，通过立法手段，制定严格的强制性技术标准，限制国外商品进口。

( 三) “绿色环境标志”。

它是一种在产品或其包装上的图形。

它表明该产品不但质量符合标准，而且在生产、使用、消费、处理过程中符合环保要求，对生态环境和人类健康均无损害。

劳动法规：为了保护工作时间，德国法律规定，正常工作日的工作时间不许超过8 个小时。

2024年德国品牌市场需求分析引言德国作为欧洲最大的经济体之一，拥有强大的品牌市场。

对于企业来说，了解德国品牌市场的需求对于开展业务具有重要意义。

本文将进行对德国品牌市场需求的分析，为企业制定市场策略提供参考。

德国品牌市场概述德国作为一个具有较高消费能力的国家，品牌市场需求较为广泛。

在德国，消费者注重品牌的质量和信誉。

他们倾向于购买来自知名品牌的产品，认为这些品牌代表了高品质和可靠性。

德国消费者对品牌的认知德国消费者对品牌的认知度较高，他们会通过媒体广告、推荐和口碑来了解品牌信息。

在购买产品时，德国消费者会考虑品牌的声誉，对品牌的好评和口碑有很高的信任度。

德国市场对于新兴品牌的需求尽管德国消费者喜欢购买知名品牌的产品，但他们对新兴品牌的需求也在增加。

德国市场对于新兴品牌产品的特点是更注重创新、环保、高品质和个性化。

新兴品牌可以通过满足这些需求来吸引德国消费者。

德国品牌市场的竞争情况德国品牌市场竞争激烈，除了本土品牌之外，国际品牌也在德国市场发展壮大。

在这个竞争激烈的市场中，企业需要通过不断提升产品质量和服务水平，建立良好的品牌形象来脱颖而出。

品牌市场的未来趋势随着科技的发展和消费者需求的变化，德国品牌市场也在不断演进。

未来，个性化和定制化的需求将变得更加重要。

同时，数字化和科技创新也将改变品牌营销的方式。

结论德国品牌市场需求较为广泛，消费者注重品牌的质量和信誉。

尽管已经有许多知名品牌占据市场份额，但新兴品牌仍然有发展的机会。

企业应该了解消费者需求的变化趋势，提供创新、环保、高品质和个性化的产品来满足市场需求。

同时，加强品牌推广和形象建设也是提升竞争力的重要手段。

以上为2024年德国品牌市场需求分析的简要内容，希望能够为企业在德国市场的发展提供一定的参考。

德语海外营销方案1. 引言随着全球化的进一步发展，越来越多的企业开始将目光投向海外市场。

对于德语国家来说，德国作为欧洲最大的经济体之一，具有巨大的商机和消费潜力。

因此，制定一套有效的德语海外营销方案对企业在德语国家开展业务至关重要。

2. 目标群体分析在制定德语海外营销方案之前，首先需要进行目标群体的分析。

德国及德语国家的消费者特征与文化背景对营销活动有着重要的影响。

以下是目标群体分析的关键要点：•年龄层分布：德国人口年龄结构较为均衡，但对于不同年龄层的消费者需求和购买行为有所差异，例如年轻人更注重个性化和时尚，年长者则更注重品质和稳定性。

•社会经济背景：德国人普遍享有较高的生活水平和教育水平，因此对于产品的质量和服务有较高的期望。

•价值观和文化差异：德国消费者注重环保、可持续性和社会责任感，尊重他人的隐私和个人空间。

3. 渠道选择和推广策略选择合适的渠道和有效的推广策略是成功营销的关键。

以下是一些在德语国家开展海外营销活动时常用的渠道和策略：3.1 在线渠道•搜索引擎优化（SEO）：通过优化网站和内容，提高在德语搜索引擎上的排名，增加曝光率和流量。

•社交媒体营销：利用Facebook、Instagram、Twitter等社交媒体平台，与目标群体建立联系，提高品牌知名度和用户参与度。

•合作网站广告：与德国本土知名网站合作，投放广告，增加产品曝光率和销量。

3.2 线下渠道•零售商合作：与当地零售商建立合作关系，将产品引入当地市场。

•亲身体验活动：举办产品展示会、体验活动等，让消费者亲自接触和了解产品，提高信任度和满意度。

4. 品牌本地化和文化适应性在德语国家进行海外营销时，品牌本地化和文化适应性是非常重要的考虑因素。

•语言翻译：将品牌信息、产品介绍等内容翻译成德语，使消费者更容易理解和接受。

•文化差异：了解德语国家的文化差异，避免使用冒犯或不合时宜的广告语言和形象。

•法律和法规：遵守德国相关的法律和法规，包括产品质量和安全标准等。

========================================第1页======================================== 国际营销 STP 战略及 4P 策略分析——以德国大众汽车集团为例丁鹏辉（中国地质大学，湖北武汉 430074 ）[ 摘要 ] 目标市场营销又称 STP 营销或 STP 三步曲，即市场细分、选择目标市场和市场定位。

营销大师菲利普 ·科特勒认为当代战略营销的核心，可被定义为STP 。

在市场营销组合观念中， 4P 分别是产品 (product ，价格 (price ，渠道(place ，促销 (promotion 。

德国大众在中国的成功与其结合了中国市场准确制定出相应的 STP 战略和 4p 策略密不可分。

[ 关键词 ] 国际营销战略 ; 策略分析；德国大众汽车集团 [ 中图分类号 ] F713.54 [ 文献标识码 ] A STP and 4P Strategies of International Marketing Based on Volkswagen Group DING Penghui Abstract: Target marketing is also called STP marketing or STP trilogy, viz. market segmentation, choosing target market, and market positioning. The sales master, Philip Kotler, believes that the core of contemporary strategic marketing is defined as STP. In the integrated concept of marketing, 4P refers to product, price, place, and promotion. The success of Volkswagen Group in China is due to its related STP strategy and 4P strategy combined with Chinese market. Key words: international marketing strategy, strategy analysis, Volkswagen Group 一、德国大众汽车 STP 战略现代市场营销十分重视 STP 营销。

国际营销STP战略及4P策略分析——以德国大众汽车集团为例国际营销STP战略及4P策略分析——以德国大众汽车集团为例摘要：近年来，全球汽车市场竞争日益激烈，营销策略对汽车制造商的成功至关重要。

STP（分割、定位、目标市场）和4P（产品、价格、推广、渠道）是国际市场营销中常用的战略工具。

本文以德国大众汽车集团为例，探讨其在国际市场上采用的STP战略和4P策略，并分析了其优势与不足之处。

同时，提出对德国大众汽车集团的建议，以帮助其在全球市场中保持竞争优势。

第一部分：引言1.1背景1.2目的和意义第二部分：国际营销STP战略分析2.1分割2.1.1市场细分2.1.2利基市场2.2定位2.2.1品牌定位2.2.2产品定位2.3目标市场2.3.1全球市场研究2.3.2目标市场选择第三部分：国际营销4P策略分析3.1产品策略3.1.1产品定位3.1.2产品创新3.2价格策略3.2.1定价战略3.2.2折扣策略3.3推广策略3.3.1广告宣传3.3.2促销活动3.4渠道策略3.4.1销售渠道选择3.4.2物流管理第四部分：德国大众汽车集团的STP和4P策略分析4.1德国大众汽车集团的分割策略4.2德国大众汽车集团的定位策略4.3德国大众汽车集团的目标市场策略4.4德国大众汽车集团的产品策略4.5德国大众汽车集团的价格策略4.6德国大众汽车集团的推广策略4.7德国大众汽车集团的渠道策略第五部分：德国大众汽车集团国际市场优势与不足分析5.1优势分析5.1.1品牌知名度5.1.2产品创新能力5.2不足之处5.2.1环境友好型产品不足5.2.2营销策略单一第六部分：对德国大众汽车集团的建议6.1多样化产品线6.2绿色汽车发展6.3持续创新营销策略第七部分：结论第五部分：德国大众汽车集团国际市场优势与不足分析5.1 优势分析德国大众汽车集团作为全球领先的汽车制造商之一，具有许多优势。

首先，德国大众汽车集团拥有广泛的品牌知名度。

德国市场环境分析报告内容摘要：德国实行议会民主共和制下的总理负责制,国内政局稳定，大部分地区社会治安状况良好，是世界上安全系数较高的国家之一。

德国“社会市场经济体制”取得显著成效，经济发展一直处于世界领先地位，目前为世界第四大经济国。

德国在科学方面的成就相当显著，有103位德国人获颁诺贝尔奖，在20世纪，德国的诺贝尔奖得主较其他国家为多，尤其是在物理、化学、生理学或医学等科学领域。

“德国制造”在国际市场竞争力强。

关键词：议会民主共和制社会市场经济体制德国制造前言：德意志联邦共和国（简称：德国）是一个中欧联邦议会共和制国家，由16个联邦州组成，首都柏林。

领土面积为357167Km²，以温带气候为主，人口约8071万人，是欧洲联盟中人口最多的国家。

德国亦是欧洲大陆主要的经济与政治实体之一，按国际汇率计算为世界第4大经济体，以购买力平价计算则为世界第5大经济体，同时还是世界第3大出口国及第3大进口国。

具备完整的社会保障制度。

1990年10月3日，德意志民主共和国正式加入联邦德国，德国实现统一。

德国为欧洲共同体于1957年设立时的创始国之一，该组织后于1993年统合于欧洲联盟之下；德国参与联合国、北大西洋公约组织、八国集团、20国集团、经济合作与发展组织等国际组织。

下面，本文将从政治环境、经济环境、技术环境、社会文化环境这四个方面分析德国市场环境。

一、政治环境《德意志联邦共和国基本法》于1949年5月23日生效。

基本法确定了德国五项基本制度：共和制、民主制、联邦制、法制国家和社会福利制度。

2005年5月12日，德国联邦议院表决通过了《欧盟宪法条约》。

2006年，德国通过了联邦制改革法案，采取“以权力换权力”的办法，重新调整和明确了联邦与各联邦州的管辖权限，将部分立法权下放到联邦州，同时减少主要代表各州利益的联邦参议院的立法参与权和审批权，从而提高了政府决策能力和立法效率。

德国实行议会民主共和制下的总理负责制,国内政局稳定，大部分地区社会治安状况良好，是世界上安全系数较高的国家之一。

国际市场营销具体环境分析国际市场营销是指企业在全球范围内开展市场营销活动的过程。

在开展国际市场营销前，企业需要对目标国际市场的具体环境进行分析，以了解市场的潜力和竞争状况。

以下是国际市场营销具体环境分析的几个要点：1. 政治环境：政治稳定与否对国际市场营销至关重要。

政治不稳定可能导致政策变化、法律风险和社会动荡，这些因素都会影响企业在国际市场的运作。

2. 经济环境：经济环境包括国家的经济体制、经济发展水平和市场规模等。

企业需要了解目标市场的经济状况，包括GDP增长率、通胀率、人均收入等，以判断市场的潜力和消费能力。

3. 社会文化环境：不同国家拥有不同的文化价值观念、生活习惯和消费行为。

企业需要了解目标市场的文化差异，以适应当地的消费者需求和倾向。

4. 法律环境：每个国家都有自己独特的法律和法规，企业需要了解目标市场的法律环境，包括贸易法规、知识产权保护等。

遵守当地法律是企业在国际市场运营的基本要求。

5. 技术环境：技术的发展和创新对国际市场营销产生了重要影响。

企业需要了解目标市场的技术水平和市场接受程度，以确定是否可以采用先进的营销策略和工具。

6. 竞争环境：了解目标市场的竞争格局和竞争对手是国际市场营销的关键。

企业需要分析竞争对手的产品优势、定价策略和市场份额，以制定有效的竞争战略。

以上是国际市场营销具体环境分析的几个重要要点。

通过对目标市场环境的深入了解和分析，企业可以制定适应性强且有效的营销策略，提高在国际市场中的竞争力和市场份额。

国际市场营销是企业拓展全球市场的重要战略之一，它涉及到了各种环境因素的分析与应对。

在具体环境分析中，企业需要综合考虑政治、经济、社会文化、法律、技术和竞争等因素，以制定适应性强且有效的营销策略。

首先，政治环境是国际市场营销最基本也是最重要的因素之一。

政治稳定与否直接影响着企业在国际市场的运作。

政治不稳定可能导致政策变化、外汇管制、贸易限制以及社会动荡等问题，给企业带来极大的风险。

国际营销STP战略及4P策略分析——以德国大众汽车集团为例丁鹏辉（中国地质大学，湖北武汉430074）[摘要]目标市场营销又称STP营销或STP三步曲，即市场细分、选择目标市场和市场定位。

营销大师菲利普·科特勒认为当代战略营销的核心，可被定义为STP。

在市场营销组合观念中，4P分别是产品(product)，价格(price)，渠道(place)，促销(promotion)。

德国大众在中国的成功与其结合了中国市场准确制定出相应的STP战略和4p策略密不可分。

[关键词]国际营销战略;策略分析；德国大众汽车集团[中图分类号]F713.54[文献标识码] ASTP and 4P Strategies of International Marketing Based onVolkswagen GroupDING PenghuiAbstract: Target marketing is also called STP marketing or STP trilogy, viz. market segmentation, choosing target market, and market positioning. The sales master, Philip Kotler, believes that the core of contemporary strategic marketing is defined as STP. In the integrated concept of marketing, 4P refers to product, price, place, and promotion. The success of Volkswagen Group in China is due to its related STP strategy and 4P strategy combined with Chinese market. Key words: international marketing strategy, strategy analysis, Volkswagen Group一、德国大众汽车STP战略现代市场营销十分重视STP营销。

德国市场营销环境的PESTEL分析Germany marketing environment analysisName:Mo Ting Class : Marketing Class 102Student Number : 2010243043Germany marketing environment analysisAbstractGermany is a highly developed industrial nation3>. The strengthranks first in Europe. And it is the world's fourth economic power. Germany is also the world's second largest merchandise exporter and the third economic largestlargest importer of goods. For decades, Germanyis at the world's leading position in foreign trade. And it is known as the ;export champion.; In the European debt crisis ：Ireland, Spain, Portugal, Greece has to call for help from all EUcountries trying to revive from the crisis. But Germany keeps its economy steady going up year by year. In 2011, the Germanyeconomygrowth rate was 3.6%. In 2012, The Germany private consumption growth rate have increased by 0.8%.Germanyis China's largest trading partner in Europe. China is alsoGermany's largest trading partner in developing countries. China mainly export commodities include textiles, clothing, livestock products, food, light industry, chemicals, pharmaceuticals and other raw materials to Germany. In order to better toenter the Germany market. We need to analyse the general and specific market environment of Germany.This paper is mainly from political, economic, social, cultural, technological, environmental, law these six aspects to understand Germany of market opportunities and threats.Keywords：Germany，marketing ，PESTE，L analysis_Toc3567523531 PoliticalInternational trade is essential for every country. Globalization is the result of the increasing trade( in all forms )activities amongnations. Thus，government regulations on trade are very important to have the economy in control in order to avoid unexpected financial crisis. This part will talk about different government regulations on varies aspects such as import restrictions ，tax controls and labour restrictions._Toc356752354Import restrictionsAll German importers must have a Customs Number on file. The exceptions to these requirements are individuals ，military shipments( must be specifically noted on all documents )，Non-EU residents and importers whoonly receive 3 or less shipments per year. Customs clearance is generally done electronically through the ATLAS System by the broker performing the clearance. The general import entry types are high value clearance. Duties andtax(excise tax occur) ；manifest low value clearance ( simplified procedure for import clearance )for goods under 25 euro ；single low value clearance ( For sample shipments exceeding 25 euro )；Summarycustoms procedure (Simplifide procedure for frequent importers )；bonded shipments ( shipments transiting un-cleared ，in bond to final consignee )；AE302 clearance ( shipments of official use for U.S. Military ) _Toc356752355Market controlFor regular importers, A list of things that are restricted or need approval licenses for entry into Germany such as used agricultural machinery ，animals ，birds and other livestock ，asbestos ，bees and honey，insects ，whale products ，wood，hops and hops products or any food products containing meat or milk products for personal consumption is prohibited unless specified the use forindividuals.Toc356752356Tax controlThere are many types of taxed exist in Germany. The most common two are Income Tax and VAT. Other tax are Corporation Tax ，Trade Tax ，Real Property Tax ，Inheritance and gift Tax ，Payroll Tax ，Net worth Tax andso on. Germany has reached tax treaties with about 90 countries to avoid double taxation. These agreements fall under public international law and aim to avoid that one taxpayer is charged similar taxed more than once on the same income for the sameperiod. The basic structure of the double taxation agreements is the “Model Tax Convention ”drawn up by the OECD. Because of the financial crisis ，a declining depreciation for movable assets has been reintroduced for two years(2009-2012). Businesses are allowed to carry back losses and to claim refund of paid corporation/income tax. As a result they get liquidity improvement._Toc356752357Labour restrictionsThe country is uneasy with its central position in European integration and is struggling with integrating immigrants ，mainly from Muslim and eastern Eurasian countries ，and the continued gap between the wealthier former West Germany and the former East Germany. Germany have applied to the European Commission for an extension to lift the restrictions for workers from Central and Eastern Europe in 2009，arguing that it could do serious，any harm to their labour markets. However extensions have expired on 30 April2011 and no possibility of renewal._Toc3567523582 Economic environment_Toc3567523592.1 Germany's economic situationThe German federal government plays a crucial role in the German economy sometimes directly and sometimes indirectly through the effects of other policies on the economy. There are three principal figures responsible for economic policy are the chancellor ，the minister for economics，and the minister of finance. The three positions have rarely been held simultaneously by members of a single party and are usually divided among two or sometimes three parties. Economic policy therefore has to reflect the interests of two political parties at least.The German economy has its contradictions like other European countries on its domestic and EU policies. The economy is modern but old-fashioned. It is subject to national laws and rules but is so closely tied into the EU that it is no longer truly independent. It has a central bank that controls European monetary policy and has a deepening impact on the global economybut that also insists on making its decisions mainly on the basis of domestic considerations.Oneof the most important sectors for a country ' s economydevelopment is the global trade. Germany has done a particular good job compared toother European countries. It has maintained a good relationship with BRIC( Brazil ，Russia，India and China )by providing advanced technology to their manufacturers. In 2010，the exports in Germanywere 1,146 trillion dollars ，a 12.6 billion dollar surplus.Germany is a highly developed industrial country economy in Europe first and fourth in the world. In 2008, Germany gross domestic product reached 2.492 trillion euro, gross domestic product per capita at 30,340 euroes. Because of the global economic and financial crisis, Germangross domestic product has fallen 5% in 2009. Germany had a strong economic recovery in 2010 with growth rate of 3.6%._Toc3567523602.2 Industrial structure and characteristics_Toc3567523612.2.1 Germany is mainly concentrated on heavy industryThe electric power sector is a pillar industry and accounted for more than 40% of the total industrial output. Others such as food, textiles and clothing, steel, mining, precision instrument, optical machines, as well as aviation and space industry have developed well.2.2.2 Export-orientedThere are half or more of the major industrial sectors abroad.2.2.3 The industry mainly consists of small and medium enterprisesTwo-thirds industrial enterprises are less than 100 employees.Numerous SMEs have strong specialization and high skill level.2.2.4 High degree of monopolyThe large enterprises with more than 1000 employees of 2.5% percent of the total number of industrial enterprises possess 40% number of the industrial workers and occupy more than half of the turnover._Toc3567523622.3 The industries in Germany2.3.1 AgricultureThe agriculture is developed and there is a high level of mechanization. In 2007, there are a total of 16.9 million hectares of agricultural land. It is about half of the size of German land. In 2007, forestry and fishery production value 21.81 billion euro, it is occupy 0.9% percent of GDP. Agricultural employment population of 850,000 is2.14% percent of total domestic employment.2.3.2 Service industryServices include commercial, transportation, telecommunications, banking, insurance, rental housing, hotels, education, culture, health and other sectors. Germany's service industry is pretty developed. It occupies 63.8% percent of GDP.Employment in services is 14.877 million and 40.8% percent of total employment.2.3.3Tourismtourism is developed. There are a large number of domestic and foreign tourists annually in Germany tour.2.3.4TransportationGermanytransportation is well developed. It is an important part of national economy. Overall development of road, water and air transport, but mainly to Highway, highway density is the highest in the world.2.3.5Foreign tradeGermanyis one of the most important trading Nations around the world. There are nearly one-third employed people worked for the export industry. German foreign trade characteristics: Changes in the composition of import and export commodities. Automotive and parts replace the machinery and equipment. Motor and electrical appliance exports remained in the third place. Fossil fuelbecomesGermany'slargest categories of imported products. Machinery and equipment (HS84) and electrical appliances (HS85) among the imports are in the third place. Trade area changes. Germany is faster-growing in the EU area._Toc3567523633 Social and cultural environmentDifferent culture can affect the way people do business. Germansare famous for their integrity ，preciseness and formality. The general business appearance in Germanyis very conservative ：Businessmen wear dark suits and conservativeties ，and white shirts ；woman also dress conservatively ，in dark suits and white blouses. Germans are stronglyindividualistic. Their thought process is extremely through，with each aspect of a project being examined in great detail. German citizens do not need or expect to be complimented. In Germany ，it is assumed that everything is satisfactory unless the person hears otherwise. Punctuality is necessity in Germany. Arrive on time for every appointment ，whether for business or social. Being late ，even if for only a few minutes ，is very insulting to a Germanexecutive. In business situations ，shake hands at both the beginning and the end of a meeting.German is the official language. Approximately ninety-nine percentof the population speaks German. However ，there are several different dialects in the various regions. Quite a few Germans learn English from a very young age, but it is better if someonecan learn someGermansbefore entering the country._Toc3567523644 TechnologyTechnology is slightly mentioned in the economic environment session. Technology is a patent. It is crucial for a company 's competiveness in global trade. According to the Technology Review published in 2005，German greatest strength is its automobile industry. In the years to come，many emerging technologies ，from optical communication links to nanotech materials ，will find their way into cars. Technological innovation will be critical to creating the opportunities that will lead Germancarmakersand their suppliers out of their current trouble. In particular carmakers are，German belting on computer-based assistance systems that could make drivingsafer and more comfortable.Green technologies constitute a market that is growing globally. Awide variety of knowledge-based industries and services are setting standards to protect the environment. For this reason ，Germany is presenting itself since May 2008 until October 2009 as a leading location for environment technology within the context of the “ GermanInitiative for Partnership in Green Technologies ”.The aim is to increase cooperation between Germanand international research establishments and enterprises. Federal Ministry of Education and Research（BMBF）funds Germanresearch networks which are especially strong in fields such as ：prevention/reduction of greenhouse gas emissions ，air and water pollutioncontrol ，waste management technologies ，waste and recycling ，secondary and renewable raw materials ，land reclamation and land use management._Toc3567523655 Environment_Toc3567523665.1 The natural environmentGermany is mainly oceanic climate, not too hot in the summer, mostnot cold in the winter. East and South-East the terrain rises, climate difference increases gradually significant continental characteristicsof the cold winter and hot summer. April is generally considered Germany vagaries of a month, alternating between storms, floods, hurricanes, heavy snow, so Germanstend to carry an umbrella going out this month.In May, June and September, October and Novemberis a good time the Germans engaged in various activities, various activities are generally scheduled for five months. July, August is a German holiday season. Germany is a natural resource-poor country, in addition to hard coal, lignite and salt-rich, in terms of supply of raw materials and energy are to a large extent dependent on imports two-thirds imports of primary energy needs. One-fourth of the natural gas production is to meet the domestic demand._Toc3567523675.2 Geographical locationFederal Republic of Germany referred to Germany, located in the central part of the continent. Germanyis on the east of Poland and Czech Republic. And it is on the south of Austria and Switzerland. It is on the west of Netherlands, Belgium, Luxembourg and France and it is on the North of Denmark. Germany is close to the North Sea ，the Baltic and Nordic countries. Germantotal national area is about 356，900 square kilometers, German border is about 3750 km long. Its location is excellent, and is located in the Centre of Europe, between Eastern, Western Europe, Scandinavia and the Mediterranean between water land air traffic hub, called the ;European corridor;.Toc3567523685.3 Company profileSMEis a very important economic pillars to Germany. Germanyoccupies a largeshare of employment. According to EUstandards, employs are fewer than 250 employees, an annual turnover of 50 million euroes. And the following enterprises are defined as small and mediumenterprises. In 2005, there are 1.67 million companies in Germany. SMEwas about 1.66 million. There is 99.3 percent of the total number of enterprises. There are about1.3 million homes, compared to 11,500 homes in large enterprises._Toc3567523696 LawGermany carries out the free market economy. The government rarely intervene the market. But the rise of trade protectionism in recent years, Concealment of developed countries have adopted stronger, less transparent and difficult to monitor and forecast the protection measures--technological barrier. Foreign trade not only in China and other countries, particularly in developing countries creates significant obstacles, but also become barriers to block access to their markets for foreign products.Technical barriers mainly refer to commodity-importing countries the goods that have been adopted for mandatory and non-mandatory standards, regulations and testing on conformity assessment of the product resulting from obstacles to trade. Namely, through the enactment of laws, decrees, regulations and provisions, the establishment of technical standards, certification systems, test systems, including on foreign imports to develop stringent technical, sanitary and phytosanitary, packaging and labeling standards, thereby increasing technical demands, more difficult andultimately achieve the objective of limiting imports.European Union has adopted legislation on product packaging, markedto set import barriers to foreign products, Germany in 1984.;Green technology;. Higher levels of science and technology in developed countries, technological monopoly. Them in the name of protecting the environment, through legislative means, strict mandatory technical standards, limiting imports of foreign goods.;The green flag;. It is a graphic on the product or its packaging.It shows that not only the quality of the product in accordance with the standard, and in the process of production, use, consumption, environmental compliance, no damage to ecological environment and human health.Labor law: to protect the working time, Germany law, working hoursof the normal working day must not exceed 8 hours.Environmental protection laws: GermanyBesides, specific legal norms of environmental protection is the highest in the world.Toc356752370SummaryAccording to the marketing environment analysis, we can see thatGermanyis a strategic location and economically powerful nation. It has a large development space and it is potential. With its strong infrastructure, leading-edge research ，development advantages, the system of education and a relatively stable monetary and financial system, Germanyis the most popular investment destination for Chinese companies.Therefore, as long as investors seize the opportunities, find the right target market, adapt to the geographical environment and cultural differences, make full use of its resources and advantages, you will be able to open Germany market door._Toc356752371References[1] Payne, Adrian. The Essence of Services Marketing[M]. NewYork:Prentice Hall press , 1993.[2] Stern LW,E12Ansary A, Marketing Channels(4thed). New Jersey: Prentice2 Hall,Inc. 1992[3] Marketing .Physica-Verlag HD,2007[4] Charles Hill.Gareth Jones Strategic Management Theory:An Integrated Approach.[5 Neil Borden. The Concept of the Marketing Mix [J]. Journal of Advertising Research 4 ,June , 1964.[6] P. 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