实用外贸英语internationaltra.ppt

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1、International Trade(2)Weve learned that international trade took place for Weve learned that international trade took place for two main reasons:two main reasons:1.1.The distribution of natural resources is unevenThe distribution of natural resources is uneven;2.2.International specializationInterna

2、tional specialization.3.3.Where there are no differences among countries in Where there are no differences among countries in basic capabilities at producing goods,other bases for basic capabilities at producing goods,other bases for trade among them may still exist.trade among them may still exist.

3、4.4.即使各国在生产商品的基础能力方面没有差异，即使各国在生产商品的基础能力方面没有差异，它们之间进行贸易的基础仍然可能存在。它们之间进行贸易的基础仍然可能存在。Other reasons for international trade:Other reasons for international trade:A.Patterns of demand may differ among nations.A.Patterns of demand may differ among nations.各国需求结构会有所不同。各国需求结构会有所不同。例如，一个国家大多数消费者会认为狗肉是一种美味，而在

4、另一个国家，例如，一个国家大多数消费者会认为狗肉是一种美味，而在另一个国家，吃狗肉是可憎的。在这种情况下，第二个国家可能将本国的狗肉卖吃狗肉是可憎的。在这种情况下，第二个国家可能将本国的狗肉卖给第一个国家。给第一个国家。So,trade will be bases not on differences in the production capabilities of the two So,trade will be bases not on differences in the production capabilities of the two countries but on diffe

5、rent consumption preferences.countries but on different consumption preferences.所以，贸易不是建立在两个国家的生产能力差异上，而是建立在不同的所以，贸易不是建立在两个国家的生产能力差异上，而是建立在不同的消费爱好上。消费爱好上。B.Trade may occur out of economy of scale _ the cost advantage of large scale B.Trade may occur out of economy of scale _ the cost advantage of la

6、rge scale production.production.贸易可能产生于规模经济贸易可能产生于规模经济_ _ 即大规模生产的成本优势。即大规模生产的成本优势。C.Trade takes place because of innovation or style.C.Trade takes place because of innovation or style.Even though a country produces enough commodities at reasonable cost to Even though a country produces enough commod

7、ities at reasonable cost to meet its own demand and even to export some,it may still import meet its own demand and even to export some,it may still import commodities from other countries for innovation or variety of modities from other countries for innovation or variety of style.贸易的发生是由于革新或款式的需要。

8、贸易的发生是由于革新或款式的需要。即使一国能用合理的成本生产足即使一国能用合理的成本生产足够的商品满足自己的需求，甚至还出口一些。但是，由于革新或各够的商品满足自己的需求，甚至还出口一些。但是，由于革新或各种不同款式的需要，它们仍然可能从其他国家进口该商品。种不同款式的需要，它们仍然可能从其他国家进口该商品。To summarize,the theory of international specialization To summarize,the theory of international specialization seeks to answer the question whic

9、h countries will seeks to answer the question which countries will produce what goods,with what trade patterns among produce what goods,with what trade patterns among them.Differences in production conditions,the them.Differences in production conditions,the element highlighted by the theory of elem

10、ent highlighted by the theory of comparative comparative advantageadvantage,provide the most important part of the,provide the most important part of the answer.But complete answer must also take into answer.But complete answer must also take into account other factors such as account other factors

11、such as patterns of demandpatterns of demand,economies of scale and innovations or styleeconomies of scale and innovations or style.总的来说，国际分工理论寻求回答的是哪些国家将总的来说，国际分工理论寻求回答的是哪些国家将生产什么产品，以及采用什么样的贸易结构。生生产什么产品，以及采用什么样的贸易结构。生产条件的差异，这一被产条件的差异，这一被比较优势理论比较优势理论所强调的要所强调的要素为这一问题作出了最重要的回答。但是，完整素为这一问题作出了最重要的回答。但是，

12、完整的答案也必须同时考虑到其他因素，如的答案也必须同时考虑到其他因素，如需求结构，需求结构，规模经济，革新或款式。规模经济，革新或款式。In reality,however,complete specialization may never occur even when it is In reality,however,complete specialization may never occur even when it is economically advantageous.economically advantageous.实际上，即使从经济上看是完全有利的，完全的专门化也永远不会发

13、生。实际上，即使从经济上看是完全有利的，完全的专门化也永远不会发生。1.1.For strategic or domestic reasonsFor strategic or domestic reasons.A country may continue to produce goods for.A country may continue to produce goods for which it does not have an advantage.which it does not have an advantage.2.2.The benefits of specialization

14、may also The benefits of specialization may also be affected by transported costbe affected by transported cost.Goods and.Goods and raw materials have to be transported around the world and the cost of the transport raw materials have to be transported around the world and the cost of the transport

15、reduces the benefit of trade.The case will be more serious with transporting bulky reduces the benefit of trade.The case will be more serious with transporting bulky or perishable goods.or perishable goods.3.3.Trade barriers for protection of the countryTrade barriers for protection of the country.P

16、rotectionist measures which are often.Protectionist measures which are often taken by government are also barriers to trade.The typical examples are tariff taken by government are also barriers to trade.The typical examples are tariff barriers and non-tariff barriers.barriers and non-tariff barriers

17、.4.4.出于战略或国内的原因出于战略或国内的原因，一个国家可能继续生产不具优势的产品。，一个国家可能继续生产不具优势的产品。5.5.专门化的好处也可能受到运输成本的影响专门化的好处也可能受到运输成本的影响，货物和原材料不得不在全世界，货物和原材料不得不在全世界运来运去，而运输成本减少了贸易利益。如果是运输大宗货物或易腐败变运来运去，而运输成本减少了贸易利益。如果是运输大宗货物或易腐败变质的货物，情况就更严重了。质的货物，情况就更严重了。6.6.保护国家的贸易壁垒保护国家的贸易壁垒。各国政府经常采取的贸易保护主义措施也是贸易障。各国政府经常采取的贸易保护主义措施也是贸易障碍。典型的例子是关税壁

18、垒和非关税壁垒。碍。典型的例子是关税壁垒和非关税壁垒。Multinational Enterprise/multinational CompanyMultinational Enterprise/multinational CompanyWhat is MNE/MNC?What is MNE/MNC?MNE is a business organization that MNE is a business organization that owns,controls and manages assetsowns,controls and manages assets in more than

19、 one country.in more than one country.MNE has the following distinctive characteristics:MNE has the following distinctive characteristics:A.MNEs are generally enormous in size.A.MNEs are generally enormous in size.They control enormous amount of resources in the world.They control enormous amount of

20、 resources in the world.跨国企业组织都十分庞大，他们控制着世界上大量的资源。跨国企业组织都十分庞大，他们控制着世界上大量的资源。B.MNEs are wide geographical spread.B.MNEs are wide geographical spread.It enables them:It enables them:a.to have a wide range of options in terms of decisions in souring and pricing.a.to have a wide range of options in term

21、s of decisions in souring and pricing.b.to take advantage of charges in the international economic environment.b.to take advantage of charges in the international economic environment.c.to engage in worldwide integrate production and marketing.c.to engage in worldwide integrate production and market

22、ing.广阔的地域分布也是跨国企业的一个特点。这使得它们在资源和定价决策上有了很大的选广阔的地域分布也是跨国企业的一个特点。这使得它们在资源和定价决策上有了很大的选择范围；也使它在能更方便利用世界经济的变化；更使得它能在全球范围内实现生择范围；也使它在能更方便利用世界经济的变化；更使得它能在全球范围内实现生产和销售的一体化。产和销售的一体化。C.MNEs have longevity and rapid growth.C.MNEs have longevity and rapid growth.They have a history of many years and double digit

23、 growth of rate of revenue.They have a history of many years and double digit growth of rate of revenue.跨国企业另一个普遍特点是历时长久和发展迅速。跨国企业另一个普遍特点是历时长久和发展迅速。Four different types of MNCFour different types of MNC1.1.Multi-domestic corporationMulti-domestic corporation:此类跨国公司由相对独立的分公此类跨国公司由相对独立的分公司组成。母公司授予各分公司

24、充分的权力，使其按照东道司组成。母公司授予各分公司充分的权力，使其按照东道国当地顾客的需要进行生产和营销。当东道国的具体情况国当地顾客的需要进行生产和营销。当东道国的具体情况明显不同时这种方式比较适用。明显不同时这种方式比较适用。2.2.Global corporationGlobal corporation:其经营原则与第一类相反，它们把世界其经营原则与第一类相反，它们把世界市场视为一个统一整体，权力和责任都集中于总公司，由市场视为一个统一整体，权力和责任都集中于总公司，由总公司负责管理全球的生产和营销，以尽量多的实现规模总公司负责管理全球的生产和营销，以尽量多的实现规模经济效益。经济效益。

25、3.3.Transnational corporationTransnational corporation:此类跨国公司旨在将上述两种经此类跨国公司旨在将上述两种经营方式结合起来，即实现高效率又保持灵活性。它们的经营方式结合起来，即实现高效率又保持灵活性。它们的经营活动和资源既不是高度集中又不是分权，而是有各子公营活动和资源既不是高度集中又不是分权，而是有各子公司形成一个相互依赖的公司网络。司形成一个相互依赖的公司网络。4.4.World companyWorld company:因其国籍在很大程度上淡化了，目前达到因其国籍在很大程度上淡化了，目前达到这么高的国际化程度的公司极少。如，这么高

26、的国际化程度的公司极少。如，World Bank GroupWorld Bank Group,IFCIFC-International Finance Corporation,-International Finance Corporation,IMFIMF-International-International Monetary FundMonetary Fund Procedures of Export 出口流程出口流程The most difficult part of exporting is taking the first step.Different countries have

27、 different economic policies or system.So before doing business with foreign countries,one has to understand the whole procedures of exporting.对出口贸易来说，最困难的是迈出第一步。不同的国家有不同的经济政策或不同的经济体系。因此，任何想要做外贸的人都必须事先了解外贸出口的流程。Exporting is an orderly,methodical and a somewhat technical Exporting is an orderly,metho

28、dical and a somewhat technical process of adapting Chinese products and exporting methods to process of adapting Chinese products and exporting methods to conditions outside China.conditions outside China.Export marketing has much in common with internal selling.But Export marketing has much in comm

29、on with internal selling.But business environment varies greatly because of different in business environment varies greatly because of different in language,customs and tradition.To some extent,this gap can be language,customs and tradition.To some extent,this gap can be filled by export market res

30、earch before real exporting is filled by export market research before real exporting is undertaken.In moving to the foreign market,the exporter who undertaken.In moving to the foreign market,the exporter who squarely confronts the problem of seeking a target,or locating squarely confronts the probl

31、em of seeking a target,or locating the promising customer for his products finds himself facing the promising customer for his products finds himself facing many distinct but related problems,which involve using a variety many distinct but related problems,which involve using a variety of techniques

32、 and a whole set of procedures in a suitable and of techniques and a whole set of procedures in a suitable and systematic way,making a serious of right decisions about many systematic way,making a serious of right decisions about many different options that one has,and always bearing in mind the dif

33、ferent options that one has,and always bearing in mind the requirements and characteristics of the market itself.Above all,it requirements and characteristics of the market itself.Above all,it all adds up to“marketing mix”.all adds up to“marketing mix”.出口是把适合其他国家的条件的中国产品和出口方出口是把适合其他国家的条件的中国产品和出口方法结合

34、的一种有秩序，有方法并有一定技术性的法结合的一种有秩序，有方法并有一定技术性的过程。过程。出口推销和国内销售在很多地方有共同之处。但商出口推销和国内销售在很多地方有共同之处。但商业环境却因各国语言，习俗以及传统的差异而有业环境却因各国语言，习俗以及传统的差异而有极大不同。在转向国外市场的过程中，正在寻找极大不同。在转向国外市场的过程中，正在寻找目标市场及有希望的顾客这种问题的出口商发现目标市场及有希望的顾客这种问题的出口商发现他们面临许多截然不同又密切相关的问题，其中他们面临许多截然不同又密切相关的问题，其中包括采用各种技巧及一整套适合而有系统的措施，包括采用各种技巧及一整套适合而有系统的措施

35、，在多种不同的选择中制定一系列决策，同时还要在多种不同的选择中制定一系列决策，同时还要牢记市场本身的要求及特点。最重要的是这一切牢记市场本身的要求及特点。最重要的是这一切构成了构成了“市场营销组合市场营销组合”。The procedures of an export or import business is so The procedures of an export or import business is so complicated that it may take quite a long time to complicated that it may take quite a l

36、ong time to conclude a transaction.Varied and complicated conclude a transaction.Varied and complicated procedures have to be gone through in the course of procedures have to be gone through in the course of export or import transaction.From the very beginning export or import transaction.From the v

37、ery beginning to the end of the transaction,the whole operation to the end of the transaction,the whole operation generally undergoes three stages:generally undergoes three stages:preparation for preparation for exporting or importing,business negotiation and exporting or importing,business negotiat

38、ion and contract performance.contract performance.Each stage covers some special Each stage covers some special steps.Since the export and import trades are two sides steps.Since the export and import trades are two sides of the same coin,and one countrys export is another of the same coin,and one c

39、ountrys export is another countrys import,hence,we will take the procedures of countrys import,hence,we will take the procedures of export transaction in the following diagram to illustrate export transaction in the following diagram to illustrate the general procedures of export and import the gene

40、ral procedures of export and import transaction.Before proceeding to the following units,transaction.Before proceeding to the following units,wed better keep this general picture in mind.wed better keep this general picture in mind.进出口贸易的过程非常复杂，往往要花很长一段时间才能完成一笔交易。在一笔进出口交易中，要经历各种各样复杂的程序。从一开始到结束，一笔交易一

41、般要经历三个阶段：进口或出口的准备；商务谈判和合同的执行。每个阶段包括一些具体的步骤。既然进口贸易和出口贸易是同一事物的两个方面，一个国家的进口就是另一个国家的出口，那么在这里，我们用出口贸易流程的流程图来说明进出口贸易的一般程序。在继续往下学习之前，同学们脑海里最好始终有这样一幅流程图。The First StagePreparation for ExportingEstablishing Business RelationsResearchesMarket and FirmMarketing and PromotionThe Second StageBusiness NegotiationEnquiryOffer and counter-offerAcceptanceContractThe Third StageContact performanceGoods PreparationChartering or Space BookingDocuments preparation for Bank NegotiationExamination and Amendment of L/C