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Market Entry Strategy for Exporters 出口商如何切入国外市场

课文朗读

课文讲解

繁體中文譯本

Successful exporters implement well thought out market entry strategies. There are three main alternatives: sell directly to end users, export indirectly through an intermediary in the foreign markets, or find domestic buyers who export to foreign markets. Given these options, the paramount consideration is the level of resources an exporter is willing to commit to exporting process.

成功的出口商会先把切入市场的策略想好再付诸执行。主要有三种方式可行：直接卖给使用者，经由国外市场的中间商间接卖出，或是卖给国内的买家由他们卖到国外去。面对这些选项，出口商首先应该考虑愿意投入多少资源来履行出口程序。

Not surprisingly, direct selling yields the highest returns, and it allows the exporter to retain total control over brand image and price. However, the time and money needed to make inroad into a foreign market may be prohibitive. A more viable option is to sell indirectly through a foreign agent or distributor. A strong local partner can open many doors, especially where unfamiliar business practices and cultural differences are involved. For example, a domestic sales representative probably wouldn’t know that a Saudi businessman might wish to hold hands as a sign of confidence.

直接出口的获益回报最高，这不足为奇，而且出口商自己能全盘掌握品牌形象与价格。不过要切入国外市场所花的金钱与时间可能高得令人却步。另一比较可行的选择是经由外国代理商或经销商间接卖出。一家强而有力的当地合伙人能广开人脉，尤其是碰到商业习惯生疏和文化差异的问题。譬如，一位本土销售代理可能不晓得一位沙特阿拉伯商人或许希望能紧握着彼此的手以表示信任。

Companies that want to export their products without the risk and hassle of doing so personally may sell to domestic export trading companies (ETCs). ETCs make it their business to sell products overseas. This is the safest but least profitable.

若公司想做出口又不想冒风险并亲自处理这些麻烦细节，可以选择卖给国内的出口贸易公司。出口贸易公司的专业就是把产品卖到海外去。这是最安全但获利最少的一项抉择。

As with most business ventures, the greater an exporter’s commitment, the greater the risk and profit potential.

正如同大多数的企业，出口商愿意投入的资源愈多，潜在风险与可能获利也就愈大。

Vocabulary

单词发音

implement [ˋɪmpləmənt] v. 履行；实施；执行

well-thought-out [ˋwɛl͵θɔtˋaʊt] adj. 缜密计划的; 精心设计的 resulting from careful thought

intermediary [͵ɪntɚˋmidɪ͵ɛrɪ] n. 调解人; 中间人

paramount [ˋpærə͵maʊnt] adj. 最重要的；主要的

inroad [ˋɪn͵rod] n.〔在力量﹑贸易﹑选票等方面〕进攻〔竞争者或敌方的领域〕﹐侵占

prohibitive [prəˋhɪbɪtɪv] adj.〔价格〕高得负担不起的﹐贵得使人望而却步的

hassle [ˋhæs!] n.【美】麻烦；困难；问题

commitment [kəˋmɪtmənt] n. 承诺; 责任; 义务

Sentence of the Day

Exporting may involve a not inconsiderable investment of resources.

出口牵涉到的资源投资是很庞大的。

not inconsiderable【正式】相当大规模的; 相当重要的

课文讲解

Kay greets Steve after his return from a business trip to America:  史提夫去美国出差回来了，凯向史提夫打招呼：

K: Steve, welcome home! When did you get back?

史提夫，欢迎归队！你何时回来的？

S: I’ve literally just stepped off the plane. But I was so wired I thought I’d follow up on some of the potential distributors I met with.

老实说我才刚下飞机。但是我很兴奋，想先联系几家我碰过面的可能合作的经销商。

K: Distributors? I thought we decided it was best to work with an agent on commission. That allows us to retain control over pricing and advertising.

经销商？我们不是已经决定要和拿佣金的代理商合作吗？

S: True. But I found that, in the North American market, most imported household appliances are currently sold using established distribution firms. Besides, I don’t think we want the headache of worrying about after-sales service.

话虽不错。但是我发觉北美市场大多数进口家电都是经由现成的经销商销售。而且我想我们大概也不想烦恼售后服务的事情。

K: I see your point. We don’t really have the resources to deal with warrantees, buyer financing, and servicing. So then, how did you shortlist your candidates?

我懂你的意思了。我们没有资源来处理货品担保、买主融资、和客户服务这些事情。所以嘛，你要如何筛选你的候选人？

S: I mainly looked at their product mix and sales records. Ideally, we should work with a growing firm which represents product lines that are complementary to appliance.

我主要看看他们的产品组合和销售记录。最好我们应该和成长中的公司合作，而他们的产品线刚好和我们互补。

K: You should also consider their customer profile, warehouse facilities, and territorial coverage. Why don’t we look over your notes right now?

你还必须考虑一下他们的客户种类、仓储设施、和销售区域。何不我们现在来看看你的纪录怎么样？

S: Actually, you’d better give me a day, Kay. I think my jet lag is starting to kick in.

事实上，妳最好给我一天休息时间。我想我的时差开始搞怪了。

－by Howie Phung

Vocabulary

单词发音

wired [waɪrd] adj.【美﹐非正式】极其兴奋的; 极其紧张的

follow up  在...之后采取进一步行动 to increase the effectiveness or enhance the success of by further action

commission [kəˋmɪʃən] n. 佣金

warrantee [͵wɔrənˋti] n. 被保证人

shortlist [ˋʃɔrt͵lɪst] v. 把……列入供最后挑选用的候选人名单

complementary [͵kɑmpləˋmɛntərɪ] adj. 互补的，互配的

profile [ˋprofaɪl] n.【美】传略；概况

jet lag 时差（感）；长途高速飞行后的生理节奏失调和疲乏烦躁感

kick in【非正式】开始产生效果 Informal  to become operative or take effect

Sentence of the Day

Nothing ventured, nothing gained.

不入虎穴，焉得虎子。