国际服务贸易双语

国际服务贸易（双语）(International trade in services)

课程教案

2018 - 2019学年第一学期

西安培华学院会计与金融学院

课程教案基本信息表

2018 - 2019学年第一学期授课计划

2018- 2019学年第一学期授课计划表

Chapter 1 Introduction to Service Economy （6hrs）

【Teaching Purposes and Requirements】

●Grasp the basic concept，classification and features of service,

● Familiarize the relative theory of service industry

●Understand the basic concept of the trade in services

【Learning Objectives】

This chapter mainly explains the basic concept of international service trade, including service, service industry and service trade.

【Key and difficult points】

Grasp the basic concept，classification and features of service, service industry and service trade

Understand the basic concept of the trade in services

【Teaching Contents】

Step 1: Warm-up (case discussion)

1.What is service in your mind? Or give me some key words related to service.

Key: It’s quite different from go ods, which is visible and tangible. It means you can see it, touch it and transfer it to others. While service is invisible and intangible, you can just feel it—it's a kind of mental satisfaction, to meet customers’ specific needs.

Another feature is when you buying service it will be produced and consumed at the same time.

2.How about China’s service industry development in the past days?

Key: With the rapid development of the world service economy, the core of the international trade is turning from the traditional trade in goods into the one in services.

Generally speaking, though China trade in services started in the low point, it has improved rapidly with great potentiality.

In order to enlarge the trade scale, improve the trade structure in services and promote the world competitive power of trade in services, international trade in services will be a new increase in the will-be economy in our country.

Step 2:

Section 1 Understanding of service

In the economics, goods that can satisfy people’s nee ds can be divided into two kinds:

① free goods ② economic goods

?Free goods---you don’t need to try your effort to obtain; such as sun, air, sea, mountain.

?Economic goods– you have to show your effort to obtain them, which are so important and limited in this society. They can be divided into two: tangible goods and intangible services.

Firstly let’s go over the historical definition of service.

1.1 definition of service

1). Before the World War Ⅱ: Definition of services were not clear.

＊French economist— Jean Baptiste Say (萨伊，1767-1832)

He proposed in the book Introduction to Political Economics that the invisible goods(service) are the fruit of human labor and the capital outcome as well.

＊French economist— Claude Frederic Bastiat (巴斯夏,1801-1850)

Bastiat contributed a lot in the theory of service economics with his main idea to the service value called Transaction Theory. He proposed in the book Theory of Economic Harmony that this(labor service) is one effort.To A, service is the effort he provides and to B, service is the demand and contentment. Labor service must include the transaction of transfer because it cannot be supplied if it is not accepted by people.

＊Karl Marx (卡尔·马克思，1818-1883)

He showed a penetrating definition of service: the word service normally refers to the special value-in-use made by this kind of labor just as other goods supplies its own special value-in-use. But this special use value of labor is called service because labor is not goods but the activity to supply service.

This definition first of all proves that service is value-in-use, is the labor production, and is the social wealth to make the transactions in the market. Then this definition expresses that the difference between service and other goods is only the patterns, Goods get the visible pattern but service expresses the pattern of activities.

2).After the World War Ⅱ: Services have been defined as an activity to sell to be

benefited and satisfied.

＊Marketing expert—Philip Kotler (科勒特，1967)

＊V.Fuchs (V.富克斯，1968)

＊T.P.Hill (霍尔)

＊Gronroos (格鲁诺斯)

Gronroos defined service on the basis of the previous research as ‘an action or a series of actions that solve customer’s problems and usually happen in an intangible form between customer and service clerk, among tangible resources and goods or service system.’

Up to now in the whole worldwide there is no unified and standardized definition of service. We just come to the conclusion that:

?Service is a job or a kind of economic activities done by the individuals or social organizations for the customers with the help of some tools, facilities, equipments and mediums;

?it is an activity and benefit provided for individual consumer or enterprise to meet their specific needs, whose production may or may not be related to material products;

?it is the added value for individuals, goods or service in other economic units, and has the value-in-use or utility represented in the form of activities.

[students’ reflection] After the explanation of service definition, can you summarize it in your words? Try it in pairs.

1.2 Characteristics of service

Before we discuss this topic the following questions are for you:

A. Do you have any experience being served in any occasion?

B. How do you evaluate that service?

C.Can you tell us some characteristics of service from your previous experience?

＊Intangibility: The shape goods is visual, but the form of service is invisible. For example:

When you are going to buy household appliances, you can choose them by appearance, design, color and size which you can see. But the service from salesman cannot be seen which is intangible.

Service is intangible in the two following aspects:

On most occasions service cannot be touched and felt because of its features and constitution elements; the customers’ feelings after being served is hard to measure or the benefit is felt some time later.

With the development of science and technology, some intangible goods service has become a ‘tangible’ one. In 1989 an Canadian economist proposed the concept of embodied service. For example, as the carriers of the service, the value of CD and tape can be neglected compared with the whole value in the supply because the main value is service.

This is the basic feature of service and it is the core and essence of service.

＊Inseparability : The process of consumption is the process of production. This one is easier to understand .

For example: service between teachers and their students, doctors and their patients, etc. That means service producers cannot supply service without service consumers and service consumers cannot enjoy service without the service product process.

But in embodied service the production and consumption of it cannot be happened at the same time.

＊Perishability:

The accomplishment of production is the end of service process. If the service is not in use, the consumers can not enjoy the value of service.

Goods may not bring loss to the goods’ owners because goods can be stored after the period of production and before the period of consumption. But services cannot be stored in time and can not be transferred through space. If service is not provided in time, it can bring loss to consumers.

For example: the absent seat of a plane or a restaurant will be a loss to their bosses.

＊Heterogeneity:

The quality of service covers large elasticity. It depends not only on service suppliers but also consumers. Normally the effectiveness of service is different from its quality and the difference are as follows:

1)The service quality is based on the techniques and quality of service suppliers

while at the same time it also can be influenced by the consumers;

2)The demand of different service consumers could be different according to their

education background, moral quality, social experience and individual personality.

[students’ reflection]could you please give us some examples to illustrate ‘Heterogeneity’?

For example:

① one travel agency to different tourists;

② one doctor to different patients

＊Absence Ownership: In the process of production and consumption of service, the ownership of any goods is not transferred.

Services disappear after the accomplishment of the transaction. Unlike the goods transaction, which you can get the ownership of your products, the service consumption right owned by the consumers cannot exist with the ending of service transaction because service easily disappears.

Example: deposit in banks. This is the root of service risks.

＊Features of experiences and trust (经验特征与信任特征)

Different products tend to be expressed in different quality feature, which are evaluated by different experiences and trust of consumers.

The more visual the product is, the more easy to be evaluated.

1.3 Classifications of service (6 ways)

★ By tangible degrees of service

The more visible---the weaker service Examples: costume, soap, fast-food

The less visible--- the stronger service Examples: baby care, law service

★By degree of customers’ involvement

The more participant in the process of production, the more services should be supplied. It can be classified into three aspects:

High contact e.g. cinemas, entertainment centers, public transportation

Medium contact e.g. banking service

Low contact e.g. mail service

Examples: libraries, schools, message and mail services.

★ By realistic effectiveness to consumers

⑴Additional service：a kind supplement service, which can not be supplied

independently, but with tangible goods. To customers the tangible one is the core product. E.g. when you buy a car you buy the design of it as well.

⑵ Core service: Consumers can independently buy with the core value. Example: tour service, internet bank service and internet shopping service.

★ By functions of service

⑴ Group service: government services

⑵ Financial service: bank service, insurance service

⑶ Sale service: goods transport, goods storage, passenger transport

⑷Special economic service: accountant, law, advertisement

⑸ Telecom and information service: telephone, telegram, electronic data

⑹ Construction service: construction scheme, consultant

⑺Other services: renting, repairing, maintaining, news publishing and printing, etc.

★ By strategy of sales management

⑴ essential service

⑵ relation service

⑶ content service

⑷ supply service

⑸ extending service

★ By comprehensive factors of service

⑴ based on the supply tools

⑵ based on needs of individuals or enterprises

⑶ based on aim of organizations

⑷ based on customers whether appearing on the spot

Section 2. Understanding of service industry

[S tudents’ refl ection]Last lesson we’ve learned the definition of service and related know ledge, can you think about what the ‘service industry’ is? Please share with us your ideas.

Definition: Service industry is the assembly of economic departments or enterprises that produce or provide various services.

Aim to develop service industry

★ To increase the utility value of goods, surrounding the production, circulation and consumption of physical products.

★ To improve the general quality of the country people.

2.1 Service industry and the third industry

Can you all remember when you see these words ‘the third industry’ at the first time? Do you still remember what is the third industry?

In the primary school and middle school, we have a course called Geography. We’ve learned the whole industry can be classified in three:

●The primary industry:

It means the departments of products that people can obtain directly from the nature by the effort of labor, such as agriculture.

● The second industry

It refers to the departments that process the products from the primary industry, such as industry and construction.

So what is third industry? Is it service industry?

● The third industry

It includes all the departments except from the above two industries according to British economist Fishery.

Now let’s compare with these two concepts.

There are great differences between service industry and the third industry both in the thinking method and theoretical logic.

1)Different definitions(界定不同)

All the economic activities excluding the first and second industries are called the third industry.

Service industry is decided by whether it supplies or produces all kinds of services. Which is more specific?----service industry defined more specify which gives us a standard.

2)Different intentions(含义不同)

A.The concept of the third industry implies the traditional economic logic.

In traditional view, the high level industrial development relies on the low level industrial productions. For example, the second industry relies on the material supplied by the first industry; the third industry relies on the production supplied by the second and first industry.

The second industry relies on the materials supplied by the first industry; the third industry depends on the product supply of the first and second industries. It is a single-way relying单向依赖.

B. While the concept of service industry expresses the modern economic soul. Service industry depends on the economic needs of different industries. This shows the mutual relying relationship between the service industry and other economic industries. It’s a kind of interdependent relationship.

3)Different objects

The third industry is oriented toward the domestic economy.

The service industry is facing to both the domestic and the international market.

From the first diagram we see that the third industry is totally different from the primary and second industry. But in the second diagram service industry has the interrelationship with each industry.

2.2 Service industry and manufacturing industry

What do you think of the relationship between service industry and manufacturing industry? Are they totally separated from each other?

Actually they act in two ways: mutual promotion and mutual integration.

★ Mutual promotion

In a perfect economic structure, manufacturing industry and service industry are interactive. Firstly manufacturing industry supplies large markets and strong demands to service industry. It provides so many opportunities for service industry for example promoting new productive service industry, such as information service, R&D design, educational training, physical distribution service, marketing management, human resources, etc. so that service industry can become stronger and more consummate. For example, when you buy a PC, not only you buy the product itself but also the additional service, such as the design, the software inside, the packing, fast delivery to your hands, service from salesman and even after-sale service.

On the other hand, service industry provides a good platform for manufacturing service as well, such as product distribution, high-tech, information, management and consulting service.

[students’ reflection]

could you please give us some example to illustrate the relation between the two industry?

One word to give you a clue.

Outsourcing. It means the company in order to achieve professionalization focuses on specialization. It diminishes or cancels some resources or services to focus on core competitiveness, but buying them from other professional companies. That is why the consulting companies, law firms and accounting companies flourish in these years. Service industry has become the strong motive power in strengthening competition and development for manufacturing industry.

★ Mutual integration

1)Mixed development inside enterprises

Many companies have mixed together with service function and productive management. Even some turned from manufacture-centered into service-centered. In

some world famous multinationals, service industry covers more and more percentage in productive value and benefits so that we feel hard to figure out if they belong to manufacturing industry or service industry.

For example, GE. General electric corporation, it penetrates its service into the daily management to transfer its manufacture function into the service function. At the same time, it develops greatly its finance by the world famous finance company GE capital to increase market competition rapidly.

2)Mixed development of industrial chain

What is industrial chain?

It involves R&D, procurement, manufacture, storage, transportation, sales and after-sale services.

What is the fact during the whole process?

We spend most of the time on R&D, procurement, storage, transportation, sales and after-sale services rather than manufacture. We call it productive chain. The efficiency of productive service affects the whole chain.

Nowadays in our country, the before-production service and afer-production service are not well-developed so that they affec t the enterprise’s competitiveness. According to some statistics American logistic cost covers about 9% of American GDP, whereas, Chinese logistic cost covers almost 20% of Chinese GDP. So we can see the difference.

3)Mixed development inside the region

How to understand it? Show you one place and you will understand it immediately----Wenzhou(China shoe town, China famous clothing town, World kingdom of lighters). It refers to the group development of manufacture and service in a special region. It can be called industrial cluster. In our country it has come to the period of industrial cluster closely related to industrial competitiveness. Industrial cluster are largely found in the Pearl River Delta and Yangtze River Delta.

What’s the advantage we get from in dustrial cluster?

Based on social divisions and specialized cooperation, the productive cost can be largely reduced.

[Conclusions] All in all----What’s the relationship?

1). Service industry accompanies industrial progress of manufacturing. They exist and develop mutually.

2). Service industry has the relationship of fusion and intergrowth with manufacturing industry.

2.3 Classifications of service industry

◆ Traditional service industry (3 kinds):

※ Life service: (in the range of life consumption)

Function: To maintain and promote the individual and family consumption Example: repairing, catering trade, hairdressing and beauty, medical care, tour and accommodation, etc.

※ Productive service: (in the range of manufacture)

Function: To impel the development of social technique, improve the production development, promote the productive efficiency and to maintain the normal operation of production

Example: information consultant, productive material repairing, scientific and technical research, facility installing, etc.

※ Sales service:

Function: To promote the image & function of products and to ensure the quality and credit of products by various means.

Example: retail, wholesale, promote sales, banking, insurance, trust business, etc.

◆ Modern service industry (4 kinds):

※Producer service (priority):productive business & special service, it’s non-final consumer service in the further production of goods and service.

Example:financial and insurance service, real estate;

※Circulation service: retail & distributive service

Example:whole-sale and retail, transportation, telecommunication service, etc.

※Consumer service: individual service

Example: hotel service, catering service, entertainment service, tourism service, etc. ※Social service: public service supplied by government and non-government Example: health & medical care, education service, national defense, etc.

[Chapter Conclusion]

1. Service is a special invisible goods with its added value in the form of activities to satisfy the needs of economic individuals. It is different from the tangible goods in economics.

2. Relatively to tangible goods, service regularly has the features of intangibility, inseparability (space-time consistency between production and consumption), perishability, heterogeneity, and absence ownership.

Among all the above features, intangibility is the basic one and is the core and essence of service, which derives other features.

3. Service can be divided into several kinds by tangible degree, customers’ involvement degree, realistic effectiveness to consumers, function of service and strategy of sales management.

4. Service industry has different definitions and intentions from third industry but has the relationship of mutual promotion and integration with manufacturing industry. 【Questions】

1.Please explain your understanding of service and service industry?

2.What are the basic features of service? Please provide examples if possible.

3.What are differences between service industry and the third industry?

4.What are the relationship between service industry and manufacturing industry? 【References】

[1] Marshall Reinsdorf and Matthew J. Slaughter. International Trade in Services and Intangibles in the Era of Globalization [M]. The University of Chicago Press, 2009 [2] Aaditya Mattoo, Robert M. Stern, and Gianni Zanini. A Handbook of International Trade in Services [M]. Oxford University Press, 2008

[3] 陈双喜, 魏巍, 冯琳. 国际服务贸易（第二版）[M]. 大连：东北财经大学出版社，2009

Chapter 2 Basic Categories of International Trade in Services

（8hrs.）

【Teaching Purposes and Requirements 】

● Grasp the definition and characteristics of international trade in services; ● Understand the classifications and features of international trade in services; ● Familiarize with the statistical methods of international trade in services.

【Learning Objectives 】

This chapter mainly explains the concept of international trade in service, the classification of it and the statistical methods.

【Key and difficult points 】

Understand the classifications and features of international trade in services; Familiarize with the statistical methods of international trade in services.

【Teaching Contents 】

Step 1:

Section 1 Concept and characteristics of international trade in services

[students’ reflection] Do you still remember what is the definit ion of international trade?

1.1 Concept

▲Traditional definition:

When a labor in one country supplies service to the service demander (natural person, legal person and other organization) of another country to obtain foreign goods and products Following a compensated and voluntary principle