国际服务贸易（双语）.doc

国际服务贸易（双语）(International trade in services)课 程 教 案2012 - 2013学年第二学期 西安培华学院商学院经济系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8B1011班57考核方式考试（ ） 考查（ ）教学大纲制订制订人：刘心占 制订时间：2013.3 修订时间：教材名称王西娅,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经济系副主任兼秘书2012 - 2013学年第二学期授课计划 课程名称国际服务贸易开课系（部）国贸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8B1011班（57）3220844备注教学大纲制订部门经济系制订日期修订日期教研室审核意见：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2012- 2013 学年第二学期授课计划表OrderContents and AbstractsHoursRemarks1Chapter 5Foreign Direct Investment (FDI) and Transnational Corporations of Service IndustryOverview of FDI and Transnational Corporations；Theoretical analysis of reasons for development of FDI and transnational corporations；Organizational forms of transnational corporations；Effects of FDI and transnational corporations6 hrs.2Chapter 6 Development of World International Trade in ServicesDevelopment of International Trade in Services；Development of Chinas Trade in Services；4hrs.3Chapter 7 Agreements on International Trade in ServicesIntroduction to General Agreement on Trade in Services；Review on General Agreement on Trade in Services；Regional agreements on trade in services6 hrs.Including2hourspractices4Chapter 8 Traditional Trade in Services Trade in Transport Service；Trade in tourism service；Trade in Financial Service；Trade in Insurance Service8 hrs.Including4hourspractices5Chapter 9 Emerging International Trade in ServicesTrade in technical service;Trade in Computer and Information Services;Trade in professional Service;Offshore Outsourcing of Service4 hrs.Including2hourspractices6Review2 hrs.7Examination2 hrs.Total32hrs.Chapter 5 Foreign Direct Investment (FDI) and transnational Corporations of Service Industry（8hrs.）【Teaching Purposes and Requirements】 Understand the status in quo of FDI and transnational corporations in service industry; Focus on Dunnings Eclectic Theory of International Production and its applications in service industry; Know about business patterns and effects of FDI and transnational corporations in service industry【Learning Objectives】This chapter mainly focuses on foreign direct investment scale in service industry, regional differences and industrial characteristics; eclectic theory of International Production concerning ownership-special advantages, location choice advantage and internalization advantages; organizational forms of equity and non-equity cooperation of transnational corporations in service industry; effects on the world economy, parent country and host country. 【Key and difficult points】Focus on Dunnings Eclectic Theory of International Production and its applications in service industry;Know about business patterns and effects of FDI and transnational corporations in service industry【Teaching Contents】Section 1 Overview of FDI and Transnational Corporations in Service Industry【Case study】Popular Franchise Store（1）Why do those service enterprises take the way of Franchise in the business operation? 为什么服务业企业经营过程中往往采取特许经营的方式？Cost-saving, preserve the core techniques节省成本，保留核心技术。（2）Try to give some examples to illustrate successful non-equity cooperation of transnational corporations in service industry. And analyze the reason why they choose it.试列举出服务业跨国公司成功实现非股权安排的实例，分析这些企业服务业跨国经营模式选择的原因。KFC and Mcdonalds5.1.1 FDI of service industryForeign direct investment, obtain the direct control of assets and management.Firstly lets see some basic facts about FDI of service industry. Foreign direct investment scale in service industryStatistics talk. According to a survey, FDI received by service industry of developed countries was only 23.7% in 1970 but up to 48.4% in 1990. The World Investment Report 2004 released during 2001 and 2002 direct investment flow in global service industry amounted to US$500 million, about two-thirds of global gross FDI flow in that year.Therefore as international trade in service develops, FDI begins to shift toward service industry and has become the most active part in FDI growth.On the other hand, manufacturing enterprises need to depend on supportive services such as trade, finance, accounting and advertisement for their internationalized activities in trade and foreign direct investment, which is why manufacturing companies set up affiliates abroad. Regional differences of FDI in service industryJudging from regional flows of investment, developed countries dominate over transnational direct investment and several developing countries and regions are rapidly developed in absorbing foreign direct investment.Transnational FDI in developing countries is basically 1/3 of that of the world, centralized mainly in South Asia, East Asia and the Caribbean region of Latin American. Industrial characteristics of FDI in service industryNumerous companies specialized in providing such service as accounting, advertisement, marketing, consultation and planning. In China financial service, professional services (mainly including consultation, lawyer and accounting services), information services(including communication, computer and related service, software services) are major sectors of producer services.Drastic growth of FDI in finance-related service industries illustrates worldwide extended network of transnational banks.The trend on changes in service industrial structure and service trade structure is moving from traditionally labor-intensive industry to new knowledge- and technology-intensive industry. Liberalization of FDI in service industryWith the development of economic globalization, the service industry of all countries is increasingly opening up to the outside world. Some countries cancelled the regulations in different ways on the third industries, including transportation, tourism and information services, in which foreign capitals were strictly restricted in the past.5.1.2 Transnational corporations in service industry Investment of manufacturing transnational companies in service industries Not all FDI in service industry are carried out by service enterprises but some manufacturing enterprises. These companies are encouraged to engage in service industries due to many factors, but mainly to the intention of reducing cost and materializing market-oriented vertical integration(市场导向垂直一体化). Transnational corporations in service industrySince 1980s transnational corporations in service industry rised rapidly and played important roles in the process of globalized management. It has the following features:1) Management internationalization经营国际化Although there are many restraints and barriers placed on FDI of service sectors, nearly all service industries are inclined to run transnational business, particularly in the industry of banks, insurance, accounting and consultation.2) Business diversification业务多样化Just as the business of manufacturing companies expands into service industries, some service industries are increasingly extending into manufacturing. For example, in tourism, marriage between hotel and airlines is common but later the taxi industry joins in.3) Development imbalance发展不平衡性It means regional and industrial imbalance of transnational corporations in service industry.In regional perspective, developed market economic countries are those headquarters of transnational corporations locate in. In all the developed countries the US is a host country that has the most of overseas subsidiaries in service industry, followed by Latin America and Asia. In view of the industrial aspect, American transnational corporations possess the largest number of foreign affiliates in accounting, retail, fast-food, legal service and financial service.4) Technology diffusion driven by transnational corporations in service industries服务业跨国公司带动技术扩散Transnational corporations have become the cradle of modern technologies. Manufacturing transnational corporations make use of cheap labor in developing countries and transfer the labor-intensive production to foreign affilicates while the parent company keeps capital- and technology-intensive production. Therefore the techniques gap widden. Compared with that, transnational corporations in service industry put less capital in hard technology research and the production and consumption of service cannot be seperated, technique transferred level is closer to the parent company.5) Frequency in mergers and acquisitions of transnational corporations in service industries服务业跨国公司并购活动频繁As restraints on foreign investment loosen in all countries, transnational mergers and acquisitions become main modes of FDI because of prompt investment and effective tax avoidance. In the view of specific industries, global acquisition first focus on financial industry, like frequent merger of banks in EU and US. They also focus on telecommunication industry. For example, AOL(American online) acquires Time Warner spending US$147 billion, which is one of the largest cases of mergers and acquisitions.6) Strategic changes guided by transnational corporations in service industries服务业跨国公司主导战略变化Judging from historic development of transnational corporations, service industry just followed behind manufacturing industry in implementing transnational activities. Since 1980s service industries have moved toward overseas market without following steps of manufacturing industry. The international competitive environment helps to enhance the strategic transnational awareness of service industries to set up worldwide branch networks and make profits. In the context of WTO loosened regulations in all countries on telecom and financial service sectors have created opportunities for transnational corporations in service industries to expand overseas business.5.2 Theoretical analysis of reasons for development of FDI and transnational corporations in service industry5.2.1 Applicability of traditional FDI theory in international trade in servicesReview of traditional FDI theory1). Theory of monopolistic advantageHymer discovered that FDI was related to monopolistic industrial sectors in his studies on FDI industrial sectoral compositions of American enterprises. Enterprises dealing with FDI business were found in a few of peculiarly advantageous sectors.2). Theory of product life cycle(PLC)Vernon divided product cycles into three stages in 1966: innovation, maturity and standardization, each with a different production cost and production location choice, leading to different strategies of a company on trade and investment.3). Theory of marginal industry expansionKojima, a Japanese scholar, proposed that FDI begin with domestic industry with less advantagemarginal industry, and industrial transfer be implemented accordingly. 4). Theory of investment-induced factor combinationThis theory, developed by Western scholars in 2009, argues that any type of FDI is generated by combinational factors induced directly or indirectly by investment.5.2.2 Eclectic theory of international productionThe eclectic theory of international production, developed by Dunning, a famous expert of transnational corporations and FDI master, has a perfect system and is the typical FDI theory. He integrates monopolistic advantage(or ownership advantage) theory, internalization theory and location theory, which reveals the decisive factors of transnational operationsthree advantages and their interactions. Ownership-special advantagesIt can be interpreted as companys capability to meet needs of its current or potential customers.Qulity controlScope economyScale economyTechnology and informationObtain favorable opportunity for input or access to marketCorporate reputation and brand nameHuman resourcesInnovation Locational-choice advantage1) The following factors that influence location of transnational corporations in service industry. 1).natural resources, man-made resources endowments and spatial distribution of market;自然资源、人造资源禀赋和市场的空间分布2).prices, quality and efficiency of inputs of labor, energies, raw materials, components, semi-finished products;；劳动力、能源、原料、元件、半成品等投入的价格、质量和自傲率3).international transportation and communication (possibly extremely high in service industries);国际运输和通讯成本（在服务业中可能极高）4).incentive and disincentive factors of investment;鼓励和抑制投资的因素5).human barriers for trade in services (e.g. import regulations);对服务员贸易的认为障碍（如进口管制）6).infrastructure (business, laws, education, transportation and telecommunication);基础设施（商业、法律、教育、运输和电讯）7).psychological gaps (cultural differences);心里差距（文化差异）8).psychological gasp (linguistic, commercial and custom differences);心里差距（语言、商业、习俗等差异）9).information collection and interpretation;信息搜集和解释10).R&D, production and sales; R&D、生产及销售11).Framework economic systems and governmental policy and resources allocation;经济制度与政府政策、资源配置的框架12).Laws and rules for market and access to market.市场和市场准入法规2) location choice advantages comprise mainly the following:Advantages derived from immovable factor endowments of host country, including rich natural resources, convenient geographical location and large population.Advantages resulted from favorable conditions in host countries such as flexible policy, laws and rules, preferential infrastructure.Advantages also contain agglomeration economy. Internalization advantagesStudent reflectionWhats the internalization advantages?(1) avoid costs of looking for partners and negotiations with them; 避免寻找伙伴并与其谈判的成本(2) avoid cost of exercising property rights;避免行使产权的成本(3) reduce or eliminate uncertainty of property and value of inputs (including technology);弱化或消除投入（如技术）的性质和价值的不确定性(4) regulations on prohibition of price discrimination; 禁止价格歧视的规定(5) quality guarantee of intermediate or final products;中间产品或最终产品质量的保证(6) compensations for lack of future market; 对缺乏期货市场的补偿(7) avoid or make use of governmental interventions (such as quota, tariff, price control and tax differences); 避免或利用政府干预（如配额、关税、价格管制、税收差异等）(8)control supply and sales conditions for inputs (such as technology);控制投入（包括技术）的供应和销售条件(9) control market channels (including market channels possibly used by competitors);控释市场渠道（包括可能倍竞争者利用的市场渠道）(10) use competitive or anti-competitive strategies of cross-subsidy, predatory pricing, leads and lags, price transfer, etc.使用交叉补贴、掠夺性定提前或推迟结汇、转移价格等竞争或反竞争策略Organizational forms of transnational corporations in service industry rely on relative costs and benefits of various forms as well as the degree and types of governmental interventions.First, relative costs and benefits of all organizational forms.Costs of equity investment comprise mainly: 1) capital needed for equity investment and risk of losing this capital; 2) risks of managing, coordinating and monitoring foreign equity investment; 3) abandon benefits derived from purchases from professional producers and high-efficiency suppliers.Risks of non-equity arrangement lie mainly in the nature of transactions, including: 1) costs related to transactions, such as costs of looking for contractual partners and negotiations with them; 2) costs related to contracting conditions, including prices (due to dissymmetric information, contracting parties may pay to contractor rewards lower than service prices), specifications of service provided as well as control of use, number and time of delivery of services provided; 3) costs of supervision especially on quality management and inspection programs; 4) costs related to performance or non-performance of contractual provisions as well as costs of damaged contractual provisions; 5) benefits abandoned as a result of internalization in market transactions.Second, governmental roles, including direct administrative intervention as well as financial, tax, tariff and non-tariff policy measures. To be more specific, there are three categories of service sectors inclined to organize transnational supply through FDI mode instead of contractual relationship non-equity arrangement: 1) banking and financial service industries, most of information-intensive industries and professional industries, such as management and engineering consultation, data service, leasing company, travel agency and airlines where the reasons for vertical integration along value-added chain or horizontal integration across value-added chain are that many professional knowledge and information can be personally understood but not expressed in words, having higher production cost, complicated and peculiar but easy to reproduce.2) service industries inclined to forward integration, including advertisement, market survey, management consultation and personal service industries related to goods (such as auto repair); 3) subsidiary service enterprises owned by non-service transnational corporations which are related to trade and aim to obtain maximal incomes for parent enterprise using as many favorable conditions as possible or exploit market fo