一、国家简介/ Country Profile
1.历史沿革/ Historical Evolution
意大利首都罗马，几个世纪一直都是西方文明的中心。古罗马先后经历罗马王政时代、罗马共和国、罗马帝国三个阶段，存在时间长达一千年。14世纪的意大利成为欧洲文艺复兴的发源地。19世纪意大利复兴运动兴起。
The Italian capital, Rome, has been the center of Western civilization for centuries. Ancient Rome has gone through three phases of the Roman Empire, the Roman Republic, and the Roman Empire, it has existed for up to 1,000 years. In the 14th century, Italy became the birthplace of the European Renaissance. The rise of the Italian revival in the 19th century.
2.人口分布/ Population Distribution
6055.1万（2017年），占欧洲第三位。人口密度为每平方公里193人，但南北分布不均匀，北方人口稠密，南方人口稀少。大部分居民信奉天主教。
60.551 million (2017), ranking third in Europe. The population density is 193 people per square kilometer, but it is unevenly distributed from north to south, densely populated in the north, and sparsely populated in the south. Most residents are Catholic.
3.气候特征/ Climatic Conditions
意大利大部分地区属亚热带地中海型气候，全国分为以下三个气候区：南部半岛和岛屿区、巴丹平原区和阿尔卑斯山区。
Most of Italy has a subtropical Mediterranean climate, and the country is divided into the following three climate regions: the southern peninsula and island region, the Bataan region and the Alps.
南部1月份平均气温为2～10℃，7月为23～26℃。
The average temperature in the south in January is 2-10 ° C, and 23-26 ° C in July.
巴丹平原区夏季较热，冬季较冷，1月份平均气温为2～4℃，7月份20～24℃。
The Bataan Plain is hotter in summer and colder in winter. The average temperature in January is 2 to 4 ° C, and 20 to 24 ° C in July.
阿尔卑斯山区是全国气温最低的地区，冬季下雪较多月份平均气温为-12℃～1℃，7月份为4～20℃。
The Alps is the region with the lowest temperature in the country. The average temperature in winter is -12 ℃ ～ 1 ℃, 4-20 ℃in July.
4.地理位置/ Geolocation
意大利地处欧洲南部地中海北岸，北以阿尔卑斯山为屏障，与法国、瑞士、奥地利和斯洛文尼亚接壤，南边隔海相望的有西班牙，非洲北部各国，及巴尔干半岛的临海诸国。
Italy is located on the northern coast of the Mediterranean Sea in the south of Europe, in the north with the Alps as a barrier，bordered by France, Switzerland, Austria, and Slovenia. Spain, northern African countries, and the coastal countries of the Balkans are across the sea from the south.
二、风俗人情/ Custom Life
1.交通环境/ Traffic Environment
意大利是全球汽车拥有量最高的国家之一，每100位居民拥有汽车62辆。在欧盟27国中，意大利人均汽车拥有量位居第二。
Italy is one of the highest car ownership countries in the world, with 62 cars for every 100 residents. Among the EU-27, Italy ranks second in terms of car ownership per capita.
2.经济坏境/ Economic environment
意大利是欧洲第四大经济体，经济总量超过2万亿美元，世界排名第八，是一个经济实力非常雄厚的国家，尤其在工业领域，比如意大利的机器人制造，尤其是车辆制造的机器人系统，在世界上处于领先水平。
Italy is the fourth largest economy in Europe, with a total economic volume of more than US $ 2 trillion and eighth in the world. It is a country with very strong economic strength, especially in the industrial field, such as robot manufacturing, robot systems for vehicle manufacturing , Is at the leading level in the world.
GDP总值：441,754.900百万欧元（2019）。
GDP: 441,754.900 million euros (2019).
人均GDP：34,488.814美元（2018）。
GDP per capita: USD 34,48¬8.814 (2018).
失业率：9.69%（2019）。
Unemployment rate: 9.69% (2019).
全国可支配收入购买汽车支出为15091欧元，北部地区为15428欧元，中部为14491欧元，南部为14087欧元（2006年）。由此可见，意大利购买力从北到南是递减的。
National disposable income was 15,091 euros for car purchases, 15,428 euros in northern regions, 14,491 euros in central regions, and 14,087 euros in southern regions (2006). This shows that the purchasing power of Italy is diminishing from north to south.
3.风俗人情/ Local Customs
民族节日/ National Festival——佛罗伦萨五月音乐节
被称为“翡冷翠”的佛罗伦萨，名字其实来源于意大利语中的“鲜花”（Fiore）一词，因为得天独厚的自然条件，每年春天这里都会百花齐放，佛罗伦萨便有了“鲜花之城”的美誉。为了庆祝鲜花的盛开，古时候的佛罗伦萨会从每年五月的第一天开始，欢庆整整一个月的“春节”，好似中国的“正月”。在这个节日里，所有的集市商人、手工艺人都会停止劳作，成群结队出现在大街小巷上欢庆节日。庆祝活动结合当地悠久的歌剧文化，逐渐变成了今天的音乐节。
Florence, which is called "Filippo", actually derives its name from the word "Fiore" in Italian. Because of its natural conditions, flowers bloom here every spring, and Florence has a "city of flowers" Good reputation. In order to celebrate the blooming of flowers, in ancient times, Florence started on the first day of May each year, celebrating a full month of the "Spring Festival", like the "first month" in China. During this festival, all the bazaar merchants and craftsmen will stop working and appear in groups on the streets to celebrate the festival. The celebrations, combined with the long-standing local opera culture, have gradually become today's music festival.
而说到音乐节的创立，就不得不提到意大利指挥家维托里奥·古伊（Vittorio Gui）了。在参加完奥地利的萨尔茨堡艺术节后，维托里奥便受到启迪，在1933年着手创建了佛罗伦萨五月音乐节。
When it comes to the establishment of the festival, it is necessary to mention the Italian conductor Vittorio Gui. After attending the Salzburg Festival in Austria, Vittorio was inspired, so he started the Florence May Festival in 1933.
佛罗伦萨在音乐节成立之前就设立了自己的管弦乐团。五月音乐节正式创立后，佛罗伦萨市政歌剧院不仅成了五月音乐节管弦乐团的大股东，而且也成了佛罗伦萨五月音乐节的出资与组织机构，从而实现了音乐节、歌剧院和乐团的三位一体。
Florence established its own orchestra before the festival. After the May Music Festival was officially established, the Florence Municipal Opera became not only a major shareholder of the May Music Festival Orchestra, but also a fund and organization of the Florence May Music Festival, thus realizing the music festival, opera house and orchestra. Trinity.
三、信息视野/ Information View
1.产业发展/ Industrial Development
19世纪中叶，第一台内燃机在意大利的佛罗伦萨诞生，迅速推广到欧洲各国，带动其他技术在意大利、法国和德国的发展。19世纪末，第一台实用型小轿车出世了，意大利都灵成为当时汽车工业的中心，不仅为意大利培养出众多技术人才，而且吸引了无数管理组织人才来到这个 城市。二十世纪初，意大利出现菲亚特（1899年，阿涅利在都灵创建菲亚特汽车公司，菲亚特垄断着意大利全国年总产量的90%以上的汽车生产量。）、蓝旗亚、Aquilaltaliana公司，Junior公司，Rosselli公司，Gallia公司等等一大批生产企业。
In the middle of the 19th century, the first internal combustion engine was born in Florence, Italy, and quickly spread to European countries, driving the development of other technologies in Italy, France, and Germany. At the end of the 19th century, the first practical car was born, and Turin, Italy, became the center of the automobile industry at that time, not only cultivating a large number of technical talents for Italy, but also attracting countless management organization talents to this city. At the beginning of the twentieth century, Fiat (In 1899, Agnelli founded Fiat Motors in Turin, Fiat monopolized more than 90% of the country's total annual output of automobiles.), Lancia, Aquilaltaliana, Junior Companies, Rosselli, Gallia and many other production companies appeared in Italy.
20世纪末以后，意大利汽车工业经营每况愈下。2000年，菲亚特与美国通用汽车公司签署合作协议。2009年 欧盟委员会批菲亚特汽车公司收购美国克莱斯勒汽车公司。
After the end of the 20th century, the operation of the Italian automotive industry has deteriorated. In 2000, Fiat signed a cooperation agreement with General Motors. In 2009, the European Commission approved the acquisition of American Chrysler by Fiat Motors.
2.行业状况/ Industry Status
▪意大利汽车工业汽车产品结构主要为乘用车和小型载货汽车。
The product structure of the Italian automotive industry is mainly passenger cars and small trucks.
▪都灵汽车工业园区是世界汽车工业领域中最重要的中心之一。
The Turin Automobile Industrial Park is one of the most important centers in the world's automotive industry.
▪意大利汽车工业主要满足本国市场，仅有一家大型汽车制造商即菲亚特集团。
The Italian automotive industry mainly caters to the domestic market, with only one large car manufacturer, the Fiat Group.
▪意大利汽车工业拥有法拉利、阿尔法·罗米欧、玛莎拉蒂、 蓝旗亚、兰博基尼等蜚声世界的汽车品牌，在跑车和赛车领域颇有建树。
The Italian automobile industry has world-renowned car brands such as Ferrari, Alfa Romeo, Maserati, Lancia, Lamborghini, etc., and has made great achievements in sports cars and racing cars.
3.市场思考——为什么超跑制造商都在意大利，但其一般民用车却很差？/Market Thinking.
意大利确实盛产世界级跑车，位于博洛尼.亚西侧的摩德纳就被誉为意大利“引擎之都”，是法拉利、兰博基尼、玛莎拉蒂等意大利豪车品牌的总部所在地。
当然，意大利也不是没有自己的一般民用车品牌，像菲亚特就是意大利著名汽车制造公司，世界十大汽车公司之一。不过从近些年来看，意大利的一般民用车品牌确实是在走下坡路，比如在中国两进两出，前后与中国车企两次合资，结局都是败北。比较菲亚特、丰田卡罗拉、大众高尔夫这三款车的销量，菲亚特存在感的确很弱。拿菲亚特举例分析意大利民用车，主要原因有三点：
Italy is indeed rich in world-class sports cars. Modena, located on the west side of Bologna. Asia, is known as Italy's "engine capital" and is the headquarters of Italian luxury car brands such as Ferrari, Lamborghini and Maserati.
Of course, Italy is not without its own civilian car brands, such as Fiat is a well-known Italian car manufacturing company, one of the world's top ten car companies. However, in recent years, the general civilian car brands in Italy are indeed going downhill. For example, two in and two out in China, and two joint ventures with Chinese car companies before and after, all ended in defeat. Comparing the sales of Fiat, Toyota Corolla, and Volkswagen Golf, Fiat's presence is indeed very weak. Taking Fiat as an example to analyze Italian civilian cars, there are three main reasons:
（1）品牌定位/ Brand Positioning.
在很长一段时间内，菲亚特重心都在小型汽车上，单是菲亚特500就衍生出了菲亚特500X（小型SUV）、菲亚特500敞篷、菲亚特500wagon等。现在大家对车型的需求很旺盛，像这种品牌定位显然不适合时代发展了。
For a long time, Fiat's focus has been on small cars. The Fiat 500 alone has derived the Fiat 500X (small SUV), Fiat 500 convertible, Fiat 500wagon and so on. Now everyone's demand for models is very strong, such a brand positioning is obviously not suitable for the development of the times.
（2）对国际市场关注度不高/ Not paying much attention to the international market.
意大利人生性浪漫，追求随性的生活方式，对国际市场关注并不高。菲亚特就是在面对国际市场需求时，没有积极调整，这使得它在国际品牌中表现不佳，尤其是在北美和中国市场。
Italy has a romantic life and pursues a casual lifestyle. It does not pay much attention to the international market. Fiat did not actively adjust to the needs of the international market, which made it perform poorly in international brands, especially in the North American and Chinese markets.
（3）车型过少、质量表现不佳/ Too few models and poor quality performance.
虽然菲亚特被列为世界十大汽车公司之一，但挂有菲亚特车标的车型并不多，加之质量表现不佳（在Consume Reports和J.D power的质量排行中经常垫底），所以市场认可度一直没有起来。
Although Fiat is listed as one of the top ten auto companies in the world, there are not many models with Fiat logos and poor quality performance (it is often the bottom in the quality ranking of Consume Reports and JD power), so the market recognition has not stand up.
总之，意大利品牌的车除了法拉利、兰博基尼、玛莎拉蒂等超跑在国内外知名度较高以外，其他价格偏民用的汽车品牌并不常见。菲亚特是亲民品牌，但并没有帮助意大利在一般民用车品牌打出一片天地。
In short, except for Ferrari, Lamborghini, Maserati and other supercars, which are well-known at home and abroad, other private car brands with lower prices are not common. Fiat is a people-friendly brand, but it has not helped Italy to gain a place in the general civilian car brand.
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