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1、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课程编号课程名称国际服务贸易课程类型公共必修课（ ） 专业必修课（ ） 专业限选课（ ） 专业选修课（ ） 公共选修课（ ）总学时/学期学时32总学分/学期学分2学时分配课堂讲授学时：28 实验（实践）学时：4授课学生系（部）别/专业班级/人数系（部）别专业班级人 数国贸专业国际经济与贸易1601班45考核方式考试（ ） 考查（ ）教学大纲制订制订人：王西娅 制订时间：2012.9 修订时间：2017.9教材名称王西
2、娅,杨立盟. 国际服务贸易（双语）.北京：科学出版社,2012.教学参考书1 国际服务贸易. 陈双喜. 大连：东北财经大学出版社，20082 毛传新.国际服务贸易M.南京：东南大学出版社，20093 陈宪.国际服务贸易原理政策产业.上海：立信会计出版社，20044 刘东升. 国际服务贸易.北京：中国金融出版社，2005授课教师姓名刘心占专业技术职务讲师从事专业国际贸易行政职务教学干事2018 - 2019学年第一学期授课计划 课程名称国际服务贸易开课系（部）经济系任课教师刘心占采用教材名称国际服务贸易编著者王西娅版本2012年6月辅助教材 （讲义） 国际服务贸易 课程总学时（总学分）32周学时
3、2任课班级 （含人数）本学期总学时其 中讲课时数实验时数作业次数测验时数8B1611班（45人）3228252备注教学大纲制订部门经济系制订日期2012.9修订日期2017.9教研室审核意见：负责人（签名）年 月 日系（部）审核意见：负责人（签名）年 月 日教务处审核意见：负责人（签名盖章） 年 月 日2018- 2019学年第一学期授课计划表OrderContents and AbstractsHoursRemarks1Chapter 1 Introduction to Service EconomyService; service industry; service trade6 hrs.
4、2Chapter 2 Basic Categories of International Trade in ServicesConcept and characteristics of international trade in services; Classifications of International Trade in Services; Statistics of International Trade in Services8hrs.Including2hourspractices3Chapter 3 Theory of International Trade in Serv
5、icesRelevant Theory on Services;Relevant Theory in Service Industry;Relevant Theory on Trade in Services8 hrs.Including2hourspractices4Chapter 4 Policy of International Trade in ServicesEvolution of Trade Policy in Services; Policy of Trade Liberalization in Services; Policy of protectionism of trad
6、e in services6 hrs.5Review2 hrs.6Examination2 hrs.Total32hrs.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 industryUnderstand the basic concept of the tra
7、de 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 tradeUndersta
8、nd 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: Its quite different from goods, which is visible and tangible. It means you can see it, touch it and transfer it to othe
9、rs. While service is invisible and intangible, you can just feel itits 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 Chinas service industry development in the past days?Key:
10、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
11、 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
12、 satisfy peoples needs can be divided into two kinds: free goods economic goods Free goods-you dont 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
13、into two: tangible goods and intangible services.Firstly lets go over the historical definition of service.1.1 definition of service1). Before the World War : Definition of services were not clear. French economist Jean Baptiste Say (萨伊，1767-1832)He proposed in the book Introduction to Political Eco
14、nomics 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 i
15、n 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
16、，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 activi
17、ty 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 visi
18、ble pattern but service expresses the pattern of activities.2).After the World War : Services have been defined as an activity to sell to be benefited and satisfied. Marketing expertPhilip 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 t
19、he previous research as an action or a series of actions that solve customers 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
20、 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 enterp
21、rise 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
22、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 characteristic
23、s 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 b
24、e 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 developme
25、nt 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 th
26、e 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, e
27、tc. 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 produc
28、tion 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
29、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 bu
30、t 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 serv
31、ice 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: one travel agency to different tourists; one doctor to different p
32、atients 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 r
33、ight 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
34、 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 serviceThe more visible-the weaker service Examples: costume, soap, fast-foodThe less visible- the stronger service
35、 Examples: baby care, law service By degree of customers involvementThe 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 transportationMedium contact e.g. banking ser
36、viceLow contact e.g. mail serviceExamples: libraries, schools, message and mail services. By realistic effectiveness to consumers Additional 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. wh
37、en you buy a car you buy the design of it as well. Core service: Consumers can independently buy with the core value. Example: tour service, internet bank service and internet shopping service. By functions of service Group service: government services Financial service: bank service, insurance serv
38、ice Sale service: goods transport, goods storage, passenger transport Special economic service: accountant, law, advertisement Telecom and information service: telephone, telegram, electronic data Construction service: construction scheme, consultant Other services: renting, repairing, maintaining,
39、news publishing and printing, etc. By strategy of sales management essential service relation service content service supply service extending service By comprehensive factors of service based on the supply tools based on needs of individuals or enterprises based on aim of organizations based on cus
40、tomers whether appearing on the spotSection 2. Understanding of service industryStudents reflection Last lesson weve learned the definition of service and related knowledge, can you think about what the service industry is? Please share with us your ideas.Definition: Service industry is the assembly
41、 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 ind
42、ustry and the third industryCan 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. Weve learned the whole industry can be classified in three:The
43、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 thir
44、d industry? Is it service industry? The third industryIt includes all the departments except from the above two industries according to British economist Fishery.Now lets compare with these two concepts.There are great differences between service industry and the third industry both in the thinking
45、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
46、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 supplie
