{"id":19564,"date":"2016-01-07T20:22:11","date_gmt":"2016-01-07T20:22:11","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=19564"},"modified":"2025-09-10T23:13:28","modified_gmt":"2025-09-11T03:13:28","slug":"entrer-sur-le-marche-de-leurope-centrale","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/couverture\/leurope-%ef%83%97\/entrer-sur-le-marche-de-leurope-centrale\/","title":{"rendered":"Entr\u00e9e sur le march\u00e9 en Europe de l\u2019Est"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Entr\u00e9e sur le march\u00e9 en Europe de l\u2019Est<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-0d847d4c\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-0d847d4c\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Eastern Europe market research (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">\u00a0<span class=\"s1\">Qu\u2019est-ce que le march\u00e9 d\u2019Europe centrale ?<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">L\u2019Europe centrale et orientale est souvent consid\u00e9r\u00e9e comme une seule r\u00e9gion (CEE). Il existe des diff\u00e9rences importantes.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Il y a les <strong>Visegrad Quatre pays<\/strong>, or V4 countries, which share cultural values and common roots in religious traditions. These countries include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">La R\u00e9publique tch\u00e8que<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Hongrie<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Pologne<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Slovaquie<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p3\"><span class=\"s1\">Other Central European<\/span> countries include Austria, Germany, Italy, Slovenia,<span class=\"s1\"> and Ukraine, bringing the total to nine countries.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Quelle est votre strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 ?<\/span><\/h2>\n\n\n\n<p class=\"p1\"><span class=\"s1\">P\u00e9n\u00e9trer un nouveau march\u00e9 commence par un plan, des objectifs et des crit\u00e8res. Les informations g\u00e9n\u00e9rales communes doivent inclure les \u00e9l\u00e9ments suivants\u00a0:<\/span><\/p>\n\n\n\n<p class=\"p1\"><strong><span class=\"s2\">Distribuer ou fabriquer<\/span><\/strong><span class=\"s1\">&nbsp;\u2014 de nombreuses entreprises commencent \u00e0 p\u00e9n\u00e9trer un march\u00e9 \u00e9tranger en \u00e9tablissant des partenariats commerciaux qui leur permettent d&#039;exporter sur ce march\u00e9. Avant de choisir un mode d\u2019entr\u00e9e plut\u00f4t qu\u2019un autre, de nombreuses lois et r\u00e9glementations gouvernementales, juridiques et financi\u00e8res doivent \u00eatre examin\u00e9es.<\/span><\/p>\n\n\n\n<p class=\"p1\"><strong><span class=\"s2\">Infrastructure<\/span><\/strong><span class=\"s1\">&nbsp;\u2014 Les routes, les chemins de fer et les alternatives de transport\/logistique associ\u00e9es peuvent \u00eatre des facteurs cl\u00e9s en ce qui concerne le co\u00fbt et le temps n\u00e9cessaires \u00e0 la distribution de vos produits. <\/span><\/p>\n\n\n\n<p class=\"p3\"><strong><span class=\"s3\">Population\/taille du march\u00e9<\/span><\/strong><span class=\"s4\">&nbsp;\u2014 ce n\u2019est pas seulement la taille d\u2019un pays qui compte. Il peut \u00e9galement s&#039;agir de la mesure dans laquelle une population correspond aux donn\u00e9es d\u00e9mographiques de votre cible. <\/span><span class=\"s1\">La population de la Pologne, qui compte pr\u00e8s de 40 millions d&#039;habitants, est sup\u00e9rieure \u00e0 celle des trois autres pays r\u00e9unis (<\/span><span class=\"s5\">la R\u00e9publique tch\u00e8que, la Hongrie et la Roumanie comptent respectivement environ 11 millions, 10 millions et 5 millions d&#039;habitants<\/span><span class=\"s1\">). Ceci, entre autres, peut vous aider \u00e0 planifier une strat\u00e9gie d\u2019entr\u00e9e dans un seul pays ou dans l\u2019ensemble de la r\u00e9gion.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p4\"><span class=\"s1\">Similitudes et diff\u00e9rences<\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-05095420\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-05095420\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Eastern Europe market research (4)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-4-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"p4\"><span class=\"s1\">One might prefer to think of the countries of Central Europe as one homogeneous region. But because of differences in their economic development and their experiences during the communist era (pre 1990), combined with their ethnic and linguistic differences, the people in these markets may not relate to your business or its products in a consistent manner. <\/span><\/p>\n\n\n\n<p class=\"p4\"><span class=\"s2\"><strong>Langues<\/strong> \u2014<\/span><span class=\"s1\">&nbsp;Bien que li\u00e9s \u00e0 travers leur histoire, chaque pays a sa propre langue principale. Il existe plusieurs autres langues parl\u00e9es dans la r\u00e9gion, mais l&#039;anglais est minoritaire. Ainsi, si vous devez r\u00e9aliser une \u00e9tude de march\u00e9 ou \u00e9laborer des messages marketing ou publicitaires, il est important de disposer de personnel ou d\u2019un tiers qualifi\u00e9 pour g\u00e9rer les communications locales. <\/span><\/p>\n\n\n\n<p class=\"p3\"><strong><span class=\"s2\">Devises<\/span><\/strong><span class=\"s1\"> \u2014&nbsp;While<\/span><span class=\"s2\"> t<\/span><span class=\"s4\">Ils sont tous membres de l&#039;UE, seule la Slovaquie a adopt\u00e9 l&#039;euro comme monnaie. Ainsi, vous pourriez avoir affaire \u00e0 au moins <\/span><span class=\"s1\">4 devises diff\u00e9rentes dans cette r\u00e9gion. Les fluctuations des taux de change doivent \u00eatre prises en compte dans toutes les projections financi\u00e8res.<\/span><\/p>\n\n\n\n<p class=\"p3\"><strong><span class=\"s2\">Le revenu par habitant<\/span><\/strong><span class=\"s1\"> \u2014 There is considerable variation in how much a typical household earns and has to spend.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">On the western side of the Central European countries, Germany and Austria average $47,000 to $51,000.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">To the east,Ukraine, Bulgaria, and Belarus range from about $3,000 to nearly $8,000.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">And in the middle (after all, these are in \u201cCentral\u201d Europe), Hungary and Poland average about $14,000, with Slovakia and the Czech Republic between $18-20,000. <\/span><\/li>\n\n\n\n<li><span class=\"s1\">Combin\u00e9 aux statistiques d\u00e9mographiques, le revenu par habitant peut fournir une estimation des ventes potentielles, en supposant bien s\u00fbr qu&#039;il existe un d\u00e9sir d&#039;acheter ce que vous vendez.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p3\"><span class=\"s2\"><strong>\u00c9conomies et industries<\/strong> \u2014<\/span><span class=\"s1\">&nbsp;Quelques faits saillants peuvent \u00eatre utiles.<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">En tant que plus grande \u00e9conomie d\u2019Europe centrale et orientale et l\u2019une des premi\u00e8res de l\u2019UE, <b>Pologne <\/b>is one of the key markets to consider. <\/span>It is well situated, as it is next to Germany, southeastern Europe,<span class=\"s1\"> and Russia. Finally, Poland is investing heavily in its infrastructure to upgrade roads and make moving goods within its borders easier.<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><b>Slovaquie<\/b>L&#039;\u00e9conomie de l&#039;UE est l&#039;une des plus fortes de l&#039;UE. Le secteur manufacturier, en particulier dans les secteurs agricole et automobile, est solide.<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><b>Hongrie<\/b> also has a relatively strong economy, skilled and low-cost labor, and a modern infrastructure.<\/span><\/li>\n\n\n\n<li><span class=\"s1\"><b>La R\u00e9publique tch\u00e8que<\/b>\u2019s economy is one ofthe  wealthiest and most stable in the region. It also has one of the most developed industrialized economies.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">Market Entry in Eastern Europe: Do Your Research<\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-55a694b6\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-55a694b6\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3.jpg\" alt=\"\u00c9tudes de march\u00e9 et strat\u00e9gie internationales SIS\" title=\"Eastern Europe market research (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Eastern-Europe-market-research-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Though diligent secondary research and analysis can teach you a lot about a new market, many questions can best be answered by conducting <a href=\"https:\/\/www.sisinternational.com\/fr\/solutions\/groupes-de-discussion\/rejoindre-des-groupes-de-discussion\/\">primary market research<\/a> studies directly with potential customers.<\/span><\/p>\n\n\n\n<p class=\"p1\"><span class=\"s1\">Un cabinet d\u2019\u00e9tudes de march\u00e9 qui conna\u00eet et comprend les march\u00e9s internationaux, leurs langues, leurs coutumes, leurs politiques et m\u00eame leurs attitudes \u00e0 l\u2019\u00e9gard de la recherche peut aider \u00e0\u00a0:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">explorer le march\u00e9 \u2013 de mani\u00e8re objective et souvent avec plus de ressources que votre propre personnel <\/span><\/li>\n\n\n\n<li><span class=\"s1\">identifier la concurrence, comment ils se lancent sur le march\u00e9, leurs messages et leurs prix<\/span><\/li>\n\n\n\n<li><span class=\"s1\">organiser des groupes de discussion ou des entretiens personnels<\/span><\/li>\n\n\n\n<li><span class=\"s1\">cr\u00e9er et ex\u00e9cuter des enqu\u00eates en ligne ou par t\u00e9l\u00e9phone<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p5\"><span class=\"s1\">Results from such research can aid your decision-making by<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">d\u00e9terminer dans quelle mesure il existe un besoin pour votre produit <\/span><\/li>\n\n\n\n<li><span class=\"s5\">essai <\/span><span class=\"s1\">vos communications et toute signification r\u00e9gionale\/locale <\/span><\/li>\n\n\n\n<li><span class=\"s1\">estimer dans quelle mesure vos produits seraient achet\u00e9s<\/span><\/li>\n\n\n\n<li><span class=\"s1\">identifying any problems early enough to take action before full rollout<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p1\"><span class=\"s1\">In addition, such a <a href=\"https:\/\/www.linkedin.com\/pulse\/how-market-research-enables-growth-ruth-stanat-phekf\/\" target=\"_blank\" rel=\"noopener\">firm<\/a> can offer advice and guidance based on similar projects for other clients who had common expansion goals and needs.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prochaines \u00e9tapes<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Assurez-vous d&#039;avoir clairement \u00e9nonc\u00e9 vos objectifs \u2013 c&#039;est-\u00e0-dire donner la priorit\u00e9 aux pays dans lesquels vous souhaitez p\u00e9n\u00e9trer et quels sont vos objectifs en mati\u00e8re de p\u00e9n\u00e9tration du march\u00e9, de ventes ou autres.<\/li>\n\n\n\n<li>Identifiez vos clients id\u00e9aux\u00a0: par exemple, o\u00f9 se trouvent-ils, quelles sont leurs caract\u00e9ristiques d\u00e9mographiques et combien d&#039;entre eux existent\u00a0?<\/li>\n\n\n\n<li>Comment allez-vous atteindre vos objectifs ? \u2014 c&#039;est-\u00e0-dire que ferez-vous exactement et comment le ferez-vous ?<\/li>\n\n\n\n<li>Obtenez une aide objective pour vous guider et r\u00e9duire les risques \u2013 par exemple, identifiez et embauchez un partenaire local, un cabinet de conseil, une banque ou une soci\u00e9t\u00e9 d&#039;\u00e9tudes de march\u00e9 qui a une compr\u00e9hension approfondie ou une connaissance unique du march\u00e9.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Notre emplacement \u00e0 New York<\/h2>\n\n\n\n<p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m18!1m12!1m3!1d3022.976188376966!2d-73.99130312499956!3d40.740549471389315!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!3m3!1m2!1s0x89c259a15798c731%3A0xd695d09bdd495f25!2s11%20E%2022nd%20St%20FL%202%2C%20New%20York%2C%20NY%2010010%2C%20USA!5e0!3m2!1sen!2spe!4v1726171763526!5m2!1sen!2spe\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe>\n\n\n\n<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">11 E 22nd Street, \u00e9tage 2, New York, NY 10010 T\u00e9l. : +1(212) 505-6805<\/h3>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00c0 propos de SIS International<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/fr\/\"><span style=\"font-weight: 400;\">SIS International<\/span><\/a><span style=\"font-weight: 400;\"> propose des recherches quantitatives, qualitatives et strat\u00e9giques. Nous fournissons des donn\u00e9es, des outils, des strat\u00e9gies, des rapports et des informations pour la prise de d\u00e9cision. Nous menons \u00e9galement des entretiens, des enqu\u00eates, des groupes de discussion et d\u2019autres m\u00e9thodes et approches d\u2019\u00e9tudes de march\u00e9.<\/span><a href=\"https:\/\/www.sisinternational.com\/fr\/a-propos-de-la-recherche-internationale-sis\/contact-sis-international-market-research\/\"><span style=\"font-weight: 400;\"> Contactez nous<\/span><\/a><span style=\"font-weight: 400;\"> pour votre prochain projet d&#039;\u00e9tude de march\u00e9.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;<\/h2>","protected":false},"excerpt":{"rendered":"<p>L\u2019entr\u00e9e sur le march\u00e9 d\u2019Europe centrale commence par un plan, des objectifs et des crit\u00e8res. Les informations g\u00e9n\u00e9rales communes doivent inclure les \u00e9l\u00e9ments suivants\u2026<\/p>","protected":false},"author":1,"featured_media":66164,"parent":14510,"menu_order":20,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-19564","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/19564","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=19564"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/19564\/revisions"}],"predecessor-version":[{"id":67819,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/19564\/revisions\/67819"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/66164"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=19564"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}