2004年第4期

2004年第4期　　中英文摘要
国际商业技术 INTERNATIONAL BUSINESS & TECHNOLOGY

美国经济扩大全球外包引起的思考

Pondering upon the Expanding Global Outsourcing of the U.S. Economy

摘要：美国的高科技和服务经济正在出现全球外包、国内管理的新布局。印度依仗其语言的优势以及对高科技和服务业的“悟性”，正在高质量、低价格、大量地、有系统地对美国的新经济提供服务。中国在利用发达国家的加工、制造业外包来发展自己经济的同时，也要参与服务业经济的全球化。

Abstract: It is a new trend to seek outsourcer globally and manage domestically in high-tech and service economy in U.S. Relying on its advantage in language and the keenness to high-tech and service industry, India has been offering its service to the new economy of the U.S. largely and systematically with high quality and low price. As to China, in the mean time of developing its own economy by using the process and the outsourcing in manufacture of the developed countries, it should participate in the globalization in service economy.

关键词：美国服务业高科技全球外包印度中国

Key words: U.S., service industry, high-tech, global outsourcing, India, China

英国的豪华游市场

Luxury Tour Market in U.K.

摘要：总结了英国豪华游市场的基本特征，介绍了英国旅游界的一些相应做法，分析了豪华游产品的兴盛与社会、经济等诸多因素的关系，以及对我国旅游发展的启示。

Abstract: The article puts forth the basic characteristics of the luxury tour market in U.K. By introducing the practice of its tourism, the author analyzes the relationship between the popular products deriving from the luxury tour and many other factors, such as the society and the economy, which can provide the experience to the development of China’s tourism.

关键词：英国旅游市场豪华游

Key words: U.K., tourism market, luxury tour

管理泰斗德鲁克对当前美国经济的一些看法

Drucker’s Perspective on Today’s U.S. Economy

摘要：德鲁克曾对世界经济作过一些别人所未见到而后来应验的预测。他对当前美国的经济结构、劳动力成本、制造业转移海外以及通过“外包”提高生产率等问题的看法，有的与一般认识相似，有的与众不同之处，可以作为分析研究的参考。

Abstract: Peter Drucker, the master of management, has made some forecast towards world economy, which was not foreseen by others but all came true later. He release his perspective on the economy of today’s U.S. in terms of the economic structure, the work force cost, the phenomenon that the manufacturing has been shift abroad, the practice of using outsourcing to improve productivity. Regarding his viewpoints, some are similar with others, while others are larruping, all which can be taken as reference in study.

关键词：德鲁克美国经济分析与预测经济全球化

Key words: Drucker, U.S. economy, analysis and forecast, economic globalization

他们在实践内外贸联动

——访上海市劳动模范、上海华源家纺集团董事长瞿智鸣

Linking Domestic Trade with Foreign Trade is in Practice

——An Interview with Mr. Qu Zhiming, Board Chairman of Shanghai Worldbest Hometex (Group) Co., Ltd. and the Model in Labour

摘要：“华源家纺”是一个长期从事生产和外贸的大集团。如今，它已经开始了向国内市场的拓展，涉足商业批发零售。内外贸联动是其成功的关键。

Abstract: Shanghai Worldbest Hometex (Group) Co., Ltd. is a large group engaged in manufacture and foreign trade for a long period. Today, it has set food on the domestic market, dealing with commercial whole sale and retail. Linking domestic trade with foreign trade is the key to its success.

关键词：内贸外贸联动

Key words: domestic trade, foreign trade, linkage

英国最新的Bullring购物中心

The Latest Shopping Center in U.K.——Bullring Shopping Center

摘要：介绍了这个购物中心在设计建筑上的独特风格，在业种组合、招商策略以及形象宣传、科技运用等方面的成功之处，特别是地方政府部门参与开发，使购物中心的建设能兼顾商业价值与都市发展的要求，都颇有启示。

Abstract: The article introduces the unique architectural style of Bullring Shopping Center and its successes in format combination, leasing strategy, advertising and the application of scientific technology. All the above play an enlightening role to the experts in the same field in China, especially in the participation of local government in shopping center development so as to ensure the construction of shopping centers to meet the needs of the commercial value and the urban development.

关键词：英国购物中心都市发展

Key words: U.K., shopping center, urban development

麦当劳打响翻身仗

McDonald’s bringing about an Upswing

摘要：2004年4月19日，正当麦当劳举行全球年会时，CEO吉姆·坎塔卢波突然心脏病发作，不幸去世。而坎氏正是在麦当劳走下坡路的情况下，接任CEO，领导公司在营业操作、食品质量、服务质量等方面狠下功夫，使麦当劳扭亏为盈，打响翻身仗的。

Abstract: The CEO of McDonald’s, Jim Cantalupo, died of a heart attack early on April 19, 2004 at McDonald’s Global Annual Conference. After years of falling sales, Jim Cantalupo managed to turn things round in daily operation, the food quality and the service.

关键词：麦当劳过度膨胀降温匿名打分制度改进食品口味加快服务速度

Key words: McDonald’s, over-inflation, cool down, anonymous grade, improving food taste, accelerating service

推动异域文化变革

——国际营销的一个新思维

A New Idea in International Marketing: Reform under the Different Cultures

摘要：企业在开展国际营销时，常常会面对文化冲突的问题。大多数企业会选择改变营销策略以适应目标市场的文化。而主动地推动目标市场文化向有利于企业的方向变革，也是一种应对文化冲突的战略选择。当然，也要回答如何推动文化变革的问题。

Abstract: Cultural conflict is often occurred in the practice of international marketing. In such circumstance, most of the enterprises will change its marketing strategy so as to adapt the culture of target market. It is benefit to an enterprise to do so initiatively, which is a strategic option to respond the cultural conflict. At the end of the article, it discusses how to push forward the cultural reform.

关键词：国际营销文化冲突变革

Key words: international marketing, cultural conflict, reform

世界酒店管理的龙头老大：玛利亚特

Marriott, the No.1 in Hotel Management

摘要：在控制美国酒店市场的三巨头中，玛利亚特（中文名“万豪”）是老大。玛利亚特以强势控制酒店业主而著称，其“蛮横”的程度已遭到部分业主的反对。但由于它经营有方，旗下仍门庭若市。自“9·11”以后，美国酒店业受到严重影响，但玛利亚特的业绩却能一枝独秀。这使人们在抱怨它的同时，不得不思考其独特的经营方式。

Abstract: Marriott ranks No.1 among the three giants in the market of the American hotels, noted for its powerful dominance, although being against by some owners in respect of its ‘peremptoriness’. It enjoys prosperity by its effective management even after Sept.11 that the industry of the American hotels has been set back seriously. We have to learn Marriott’s unique way of management while making complaints.

关键词：玛利亚特酒店管理特许经营

Key words: Marriott, hotel management, franchise operation

中国流通改革迫切需要研究的课题

Urgent Tasks for China’s Reform in Distribution Area

摘要：针对当前流通改革实践中出现的十个迫切需要研究解决的课题，分别指出了问题所在、有待解决的任务和具体内容。

Abstract: The author points out ten urgent tasks leave to be settled in the practice of the reform in distribution area with detailed contents.

关键词：流通改革研究课题

Key words: reform in distribution area, tasks

提升上海郊区现代商贸集聚辐射功能

——奉贤区大型商品交易市场的发展思路

Enhancing the Centralized Radiate Function of the Modern Trade in Shanghai’s Suburb

——The Development Ways of Large-scaled Merchandise Trade Market in Feng Xian District

摘要：根据奉贤区的实际情况和发展前景，提出了大型商品交易市场的发展目标、功能体系、结构布局以及实施举措。对提升郊区商贸的集聚辐射功能将起到积极的作用。

Abstract: In line with the fact and the development future of Feng Xian district, the author puts forth the development goal of large-scaled merchandise trade market, as well as its functional system, the structure and the measurements in practice in order to enhance the centralized radiate function of the modern trade in suburbs.

关键词：奉贤区大型商品交易市场郊区商贸

Key words: Feng Xian district, large-scaled merchandise trade market, suburban trade

体验营销模式的应用

The Application of Experiential Marketing Mode

摘要：随着社会经济与文化的快速发展，追求个性、展现自我、注重消费过程的愉快体验，逐渐成为新一代消费者的愿望与需要，旨在满足消费者体验需求的体验营销应运而生，其主要模式有情感模式、美学模式、自我模式和氛围模式。企业只有深入了解消费者的真正需求，根据自己的产品特性，积极地开展这一营销新理念，才能创造出企业独特的竞争优势，在激烈的时常竞争中求得生存和发展。

Abstract: With the rapid development of social economic and culture, the new generation of the customer pays more attention on such a happy process in consumption on purpose of seeking personality and showing themselves. Consequently, the experiential marketing arises in order to meet customers’ experiential demands. By looking insight of the customers’ real demands, enterprises should put experiential marketing into practice as soon as possible. Only by developing this new marketing strategy, can enterprises survive and well develop in the fierce market competition.

关键词：体验营销体验模式产品类型

Key words: experiential marketing, experiential pattern, product style

我国融资租赁业的创新发展

The Analysis for the Present Situation of Domestic Financing Lease and Innovation Development

摘要：融资租赁是一种朝阳产业，在我国有着巨大的发展潜力和市场空间。要明确发展目标，采取切实措施，加快我国有融资租赁业的健康发展，不断提高融资租赁产业对我国经济发展的贡献率，使其在我国经济社会发展过程中发挥其应有的作用，成为一个新的经济增长点。

Abstract: Financing lease, as a kind of burgeoning industry in China, will be a great potential market for us to develop. We should have a clear picture of the objective in developing financing lease so as to realize its sound development. To end with, financing lease would have been developed as a new economic point in China in the future if we pay much attention to it.

关键词：金融融资租赁投资创新

Key words: finance, financing lease, investment, innovation

宁波加快发展现代流通方式的思考

How to Accelerate the Development of Modern Distribution

摘要：根据宁波市的实际情况，对发展现代流通方式的三个内容，分别提出了发展目标、指导思想和建设重点，还提出了必须从四个方面打牢基础。

Abstract: According to the current situation of Ningbo, the author proposes the development goal, the guideline and the keystone in construction for the three contents of the modern distribution, emphasizing that solid foundation should be laid from four aspects.

关键词：现代流通方式连锁经营物流配送电子商务宁波

Key words: the mode of modern distribution, chain operation, logistic distribution, electronic business, Ningbo

伊藤洋华堂集团的成长历程与最新动向

The Growth of Ito Yokato Group and Its Latest Trend

摘要：7-11便利连锁店终于进入北京市场，其轰动效应甚至成为日本各电视台的新闻。但是中国的广大消费者和业界人士对于7-11便利店的控股企业——伊藤洋华堂也许还不大熟悉。通过介绍伊藤洋华堂集团的成长历程，以及它的最新动向，可以对这个日本流通业界的“优等生”有较多的了解。

Abstract: The chain convenient store 7-11 has eventually set food on the market of Beijing, which has event to be the news in Japanese media. However, in China, most of the consumers and the professionals in this field are not so familiar with Ito Yokato, the holding enterprise of 7-11. By introducing the growth history of Ito Yakota and its latest trend, the article will let the readers know more about such an excellent group in the field of distribution in Japan

关键词：伊藤洋华堂 7-11便利店 PB商品开发业态改进

Key words: Ito Yokato, 7-11 convenient store, PB product development, format reform

体验经济兴起企业如何应对

How to Confront with the Boom of the Experiential Economy

摘要：通过对体验经济兴起的必然性和体验经济时代的特征的分析描述，提出企业在体验经济时代所应该采取的经营策略：建立全面客户体验、致力于体验设计和挖掘品牌核心价值。

Abstract: By analyzing the inevitability of the boom of the experiential economy and its characteristics, the author suggests that such strategies in management should be applied as building all-round experience for the clients, devoting to the experience design and exploring the core value of the brand.

关键词：体验经济经营策略

Key words: experiential economy, strategies in management

推动商业领域法制建设的加快前进

——“商业发展与法制建设”研讨会暨《国际商业技术》理事会第五届沙龙会议召开

The Seminar of ‘Developing Commerce while Improving Legal System’ in conjunction with the 5^th Salon Conference of the IB&T’s Council

Accelerating the Improvement of Legal System in Business Circle

6月16日，由《国际商业技术》杂志社举办的“商业发展与法制建设”研讨会暨《国际商业技术》理事会第五届沙龙会议，在理事单位上海国际箱包中心会议室举行。这次活动选定“商业发展与法制建设”这个主题，主要是鉴于加强法制建设已成为当前商业发展中一个十分重要和迫切的课题。通过研讨活动，广泛听取专家学者、商业企业和主管部门等各方面的意见，通过交流研讨，借鉴国际经验，进一步提高认识，开拓视野，明确指导思想，探索工作重点，争取形成一些共识，同时反映不同见解，提供领导部门立法、执法参政，推动上海商业领域法制建设的前进。现将会上几位领导、专家的发言刊载如下。希望读者和有关单位继续关注这个课题，踊跃来稿，提出你们的见解，介绍你们的经验，把这个课题的研讨引向更加深入。

The seminar of ‘Developing Commerce while Improving Legal System’ in conjunction with the 5^th Salon Conference of IB&T’s Council was held on June 16 at the meeting room of Shanghai International Leather Goods & Bags Mall. Under the theme, the seminar was held to tone with the major task currently that highlighting the legal system while developing commerce. By means of discussing and studying, we’ve collected various suggestions and proposals from experts, scholars, commercial enterprises and superior departments so as to assistant to learn from the international experience. Meanwhile, by doing so can we enlarge our vision and set guideline properly and effectively. We should seek the keystone in our work on the common ground. At the same time, reflect the opinions from all kinds of approaches so as to serve as the reference for the relevant departments in law-making and law-executing, thus promoting the legal system in business circle. We publish the speeches of the seminar for you. Welcome to raise your viewpoint and contribute your article. Let’s further such a meaningful topic.

上海商业对外开发情况及政策建议

The Current Situation of Shanghai’s Commerce Opening to the Outside World and the Suggestion on Policy

摘要：介绍了上海商业对外开放的基本情况和主要特色，对与之相关的连锁经营、物流配送和大卖场的发展情况作了介绍与分析，并对商业全面开放将会引起的影响，提出了政策建议。

Abstract: The article introduces the basic status and characteristics of Shanghai’s commerce opening to the outside world, including the related chain operation, the logistics and the development of the hyper-market. Meanwhile, the author provides the suggestion on the policy at the would-be influence of the overall opening of the commerce.

关键词：对外开放外资商业政策建议

Key words: opening to the outside world, foreign owned commerce, suggestion on policy

烘焙食品的消费新视点

The Trend of Baked Food Consumption

摘要：随着人民生活水平的提高，烘焙食品行业迅速成长。激烈的市场竞争和消费者的消费需求、消费观念、消费行为的变化，如何在营养、安全、健康与个性化等方面适应和引领消费者，正成为烘焙业面临的新挑战。

Abstract: Along with the improved living standard, the baked food industry has been developing rapidly. Confronted with the furious competition in the market and the changes in the demand, the conception and the behavior of the costumers, it has become a new challenge of the baked food industry to adapt itself and guide the costumers in terms of the nutrition, the food safety and health and the individuation.

关键词：烘焙食品消费需求

Key words: baked food, demand in consumption

80 《国际商业技术》理事会
Members of the Journal Council
　