一、國家簡介/ Country Profile
1.歷史沿革/ Historical Evolution
意大利首都羅馬，幾個世紀一直都是西方文明的中心。古羅馬先後經歷羅馬王政時代、羅馬共和國、羅馬帝國三個階段，存在時間長達一千年。14世紀的意大利成為歐洲文藝復興的發源地。19世紀意大利復興運動興起。
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.人口分佈/ Population Distribution
6055.1萬（2017年），佔歐洲第三位。人口密度為每平方公里193人，但南北分佈不均勻，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.氣候特徵/ Climatic Conditions
意大利大部分地區屬亞熱帶地中海型氣候，全國分為以下三個氣候區：南部半島和島嶼區、巴丹平原區和阿爾卑斯山區。
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月份平均氣溫為2～10℃，7月為23～26℃。
The average temperature in the south in January is 2-10 ° C, and 23-26 ° C in July.
巴丹平原區夏季較熱，冬季較冷，1月份平均氣溫為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.
阿爾卑斯山區是全國氣溫最低的地區，冬季下雪較多月份平均氣溫為-12℃～1℃，7月份為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
意大利地處歐洲南部地中海北岸，北以阿爾卑斯山為屏障，與法國、瑞士、奧地利和斯洛文尼亞接壤，南邊隔海相望的有西班牙，非洲北部各國，及巴爾幹半島的臨海諸國。
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、風俗人情/ Custom Life
1.交通環境/ Traffic Environment
意大利是全球汽車擁有量最高的國家之一，每100位居民擁有汽車62輛。在歐盟27國中，意大利人均汽車擁有量位居第二。
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.經濟壞境/ Economic environment
意大利是歐洲第四大經濟體，經濟總量超過2萬億美元，世界排名第八，是一個經濟實力非常雄厚的國家，尤其在工業領域，比如意大利的機器人制造，尤其是車輛製造的機器人系統，在世界上處於領先水平。
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總值：441,754.900百萬歐元（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).
失業率：9.69%（2019）。
Unemployment rate: 9.69% (2019).
全國可支配收入購買汽車支出為15091歐元，北部地區為15428歐元，中部為14491歐元，南部為14087歐元（2006年）。由此可見，意大利購買力從北到南是遞減的。
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.風俗人情/ Local Customs
民族節日/ National Festival——佛羅倫薩五月音樂節
被稱為“翡冷翠”的佛羅倫薩，名字其實來源於意大利語中的“鮮花”（Fiore）一詞，因為得天獨厚的自然條件，每年春天這裡都會百花齊放，佛羅倫薩便有了“鮮花之城”的美譽。為了慶祝鮮花的盛開，古時候的佛羅倫薩會從每年五月的第一天開始，歡慶整整一個月的“春節”，好似中國的“正月”。在這個節日裡，所有的集市商人、手工藝人都會停止勞作，成群結隊出現在大街小巷上歡慶節日。慶祝活動結合當地悠久的歌劇文化，逐漸變成了今天的音樂節。
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.
而說到音樂節的創立，就不得不提到意大利指揮家維托里奧·古伊（Vittorio Gui）了。在參加完奧地利的薩爾茨堡藝術節後，維托里奧便受到啟迪，在1933年著手創建了佛羅倫薩五月音樂節。
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.
佛羅倫薩在音樂節成立之前就設立了自己的管弦樂團。五月音樂節正式創立後，佛羅倫薩市政歌劇院不僅成了五月音樂節管弦樂團的大股東，而且也成了佛羅倫薩五月音樂節的出資與組織機構，從而實現了音樂節、歌劇院和樂團的三位一體。
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、信息視野/ Information View
1.產業發展/ Industrial Development
19世紀中葉，第一臺內燃機在意大利的佛羅倫薩誕生，迅速推廣到歐洲各國，帶動其他技術在意大利、法國和德國的發展。19世紀末，第一臺實用型小轎車出世了，意大利都靈成為當時汽車工業的中心，不僅為意大利培養出眾多技術人才，而且吸引了無數管理組織人才來到這個 城市。二十世紀初，意大利出現菲亞特（1899年，阿涅利在都靈創建菲亞特汽車公司，菲亞特壟斷著意大利全國年總產量的90%以上的汽車生產量。）、藍旗亞、Aquilaltaliana公司，Junior公司，Rosselli公司，Gallia公司等等一大批生產企業。
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世紀末以後，意大利汽車工業經營每況愈下。2000年，菲亞特與美國通用汽車公司簽署合作協議。2009年 歐盟委員會批菲亞特汽車公司收購美國克萊斯勒汽車公司。
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.行業狀況/ Industry Status
▪意大利汽車工業汽車產品結構主要為乘用車和小型載貨汽車。
The product structure of the Italian automotive industry is mainly passenger cars and small trucks.
▪都靈汽車工業園區是世界汽車工業領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.
▪意大利汽車工業主要滿足本國市場，僅有一家大型汽車製造商即菲亞特集團。
The Italian automotive industry mainly caters to the domestic market, with only one large car manufacturer, the Fiat Group.
▪意大利汽車工業擁有法拉利、阿爾法·羅米歐、瑪莎拉蒂、 藍旗亞、蘭博基尼等蜚聲世界的汽車品牌，在跑車和賽車領域頗有建樹。
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.市場思考——為什麼超跑製造商都在意大利，但其一般民用車卻很差？/Market Thinking.
意大利確實盛產世界級跑車，位於博洛尼.亞西側的摩德納就被譽為意大利“引擎之都”，是法拉利、蘭博基尼、瑪莎拉蒂等意大利豪車品牌的總部所在地。
當然，意大利也不是沒有自己的一般民用車品牌，像菲亞特就是意大利著名汽車製造公司，世界十大汽車公司之一。不過從近些年來看，意大利的一般民用車品牌確實是在走下坡路，比如在中國兩進兩出，前後與中國車企兩次合資，結局都是敗北。比較菲亞特、豐田卡羅拉、大眾高爾夫這三款車的銷量，菲亞特存在感的確很弱。拿菲亞特舉例分析意大利民用車，主要原因有三點：
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.
在很長一段時間內，菲亞特重心都在小型汽車上，單是菲亞特500就衍生出了菲亞特500X（小型SUV）、菲亞特500敞篷、菲亞特500wagon等。現在大家對車型的需求很旺盛，像這種品牌定位顯然不適合時代發展了。
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）對國際市場關注度不高/ Not paying much attention to the international market.
意大利人生性浪漫，追求隨性的生活方式，對國際市場關注並不高。菲亞特就是在面對國際市場需求時，沒有積極調整，這使得它在國際品牌中表現不佳，尤其是在北美和中國市場。
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）車型過少、質量表現不佳/ Too few models and poor quality performance.
雖然菲亞特被列為世界十大汽車公司之一，但掛有菲亞特車標的車型並不多，加之質量表現不佳（在Consume Reports和J.D power的質量排行中經常墊底），所以市場認可度一直沒有起來。
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.
總之，意大利品牌的車除了法拉利、蘭博基尼、瑪莎拉蒂等超跑在國內外知名度較高以外，其他價格偏民用的汽車品牌並不常見。菲亞特是親民品牌，但並沒有幫助意大利在一般民用車品牌打出一片天地。
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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