Business English Reading 高等学校英语拓展系列教程 Business English Reading 商务英语阅读

Business English Reading

高等学校英语拓展系列教程


商务英语阅读


Unit 12

Service Economy


Contents

1 1. Warm up

2. Term Study

3. Outline of The Texts

4. Discussion

5. More Information

Business English ReadingBack1. Warm up

“The evolution of an economy from one dominated by

agriculture and extractive industries, through

industrialization, to one dominated by service industries

is one of the most remarked upon events of our age. Our

economy is moving from one that prospers by doing

things to stuff to one in which we do stuff to each other.

Not only does everybody believe this is happening, it

really is happening. For example, walk through any

major city in the U.S. and observe that there are four

banks on every street corner. If this were not a service

economy, there would be, say, four machine shops.”

—John Walker

Business English ReadingBack1. Warm up

Text A

Warm-up questions

Text B

Business English ReadingBackBack1. Warm up

Text A

As known below by the tables summarizing sectoral contributions, the service sector, including conventional services as well as government services, mainly in the developed countries now accounts for the majority of gross value added, ranging from 72 percent (France and the U.S.) to 53 percent (Philippines). Then what has contributed much to the development of service economy in these countries? IT?


Country Services Industry Agriculture

France 72 25 3

United States 72 27 1

New Zealand 71 21 8

Germany 70 29 1

Australia 69 27 4

Japan 68 31 1

United Kingdom 68 30 2

1. Warm up BackBack

Secoral Contributions to Gross Domestic Product, 2002 (%)


Country Services Industry Agriculture

Singapore 63 34 3

Philippines 53 32 15

India 49 26 25

Malaysia 49 43 8

Thailand 45 45 10

Indonesia 38 44 18

China 43 52 14

1. Warm up BackBack

(Cont.)

Source: The World Competitiveness Yearbook, 2003, IMD, Switzerland, www.imd.ch/wcy

Business English ReadingBackBack1. Warm up

Text B

What do you feel about this so called “New Service Economy”? Do you feel yourself being warmly and considerately attended by the “cold service machine” instead of those lively service people? Do you enjoy this kind of “experience”?


2. Term StudyBackBack

Text A

Terms

Text B

Business English ReadingBack

2. Term Study (A)

Disposable Income (=Disposable Personal Income)

可支配收入：通俗地说，可支配收入就是可以拿回家的收入，也就是国民收入中可以由家庭用作消费或储蓄的部分。精确地说，它等于 GNP减去所有税收，企业储蓄和折旧，加上指出和政府利息支付等其他的转移支付。


2. Term Study (B)Back

New Service Economy

新服务经济：以客户为中心，是一种全新观念的服务经济模式。相对于新服务经济，人们把过去的经济称之为产品经济，即以产品的推陈出新和大批量生产带动市场，以降低成本从而降低价格达到与同类产品的竞争优势。在新服务经济中，产品的整个价值链从生产过程向用户应用端开放延伸，即客户的消费成为了价值链的一部分。在运作模式上服务经济与产品经济相比发生了质的变化。


2. Term Study (B)Back

Experience Economy

体验经济：是指企业以服务为重心，以商品为素材，为消费者创造出值得回忆的感受。

Mass Customization大规模客制化：将大规模生产和定制生产这两种生产模式的优势有机结合起来，在不牺牲经济效益的前提下，满足耽搁客户的需求。


2. Term Study (B)

Niche

利基：来源于法语。英语里指悬崖上的石缝。美国商学院的学者们将这一词引入市场营销领域。利基市场：指在市场中通常被大企业所忽略的某些细分市场。利基战略：指企业根据自身所特有的资源优势，通过专营化经营来占领这些市场，为了最大限度地获取收益所采取的竞争战略。利基生存：指企业选择一个细分的小分群体，获得最大的边际收益。


2. Term Study (B)

Craft Production

手工生产 / 精致生产 / 单件生产方式

Back

Cosmetic Customization 包装形态的客制化Collaborative Customization 合作的客制化Transparent Customization 透明的客制化Adaptive Customization 裁适的客制化


3. Outline of The TextsBackBack

Text A

Outline

Text B


(Paras. 1-4) How Wal-Mart becomes the mightiest cooperation in America.

(Paras. 5-8) Explaining why America’s economic focus switched from manufacturing to service.

(Paras. 9-12) The changes of the economic switch have brought.

(Paras. 13-16) What manufacturing industry did when facing the economic switch.

3. Outline of The Texts

Text A

Back


Part Ⅰ General statement (Para 1) The time that the economic focus shifting

from mass production o mass customization is coming.

Part Ⅱ Interview with the economist. ( Rest) Mass customization still a low level service. What lead to the failure of mass

customization. The reason why it is hard to customize. Good example (Progressive Insurance). Advice to customers.

3. Outline of The TextsText B

Back


4. DiscussionBackBack

Text A

Discussion

Text B

Business English ReadingBusiness English Reading

4. Discussion

Text A

By “ten-foot attitude” and the last sentence of the text “Oh, sure, Wal-Mart wears the crown, but what has really changed in cooperate America since 1955 is the dignity afforded five small words: ‘How may we help you?’ ’’, talk about the significance of service quality in a service economy.

BackBack


4. Discussion

Text B

Distinguish among cosmetic customization, collaborative customization, transparent customization and adaptive customization and tell us the dangers of these types of customization in your own words.

BackBack


Collaborative Customization:

Consumer and producer engage in a dialogue to determine customer requirements

Computers, clothing and footwear, furniture, some services

5. More Information

Types of Mass Customization (2)

BackBack


Adaptive Customization: Product is designed so that users can

alter it themselves to fit unique requirements on different occasions

High-end office chairs, R7 golf club, certain electronic devices

5. More Information


BackBack


Cosmetic Customization: Product is unique in appearance only

Customer’s chosen text or image on T-shirts, mouse mats, baseball caps, mugs etc.

Also called ‘Personalization’

5. More Information


BackBack


Transparent Customization: Producer provides customized product

without consumer being necessarily being aware that it has been customized

Can be used when consumer’s needs are predictable or can be easily deduced, and when customers do not want their requirements repeated.

Example- repeat orders for customized clothing, chemicals

5. More Information


BackBack


Documents

Business English Reading 高等学校英语拓展系列教程 Business English Reading 商务英语阅读