Number of Inbound Travelers to China, 2001-2005 (Unit: million)

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5 Φεβ 2013 (πριν από 4 χρόνια και 8 μήνες)

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Service Industry

Unit 7

Learning objectives


Define what service industries are, and know the
importance of service management.


Define what tourism industry is and know how
tourism management works.


Know KFC ‘s development in China.


Get the overview of the whole service industries.

Pre
-
reading Activities

A: Welcome to KFC! May I help you?

B: Yes, Please. I would like a bag of French fries, a cup of hot
coffee, and a fried chicken hamburger.

A: Anything else do you like?

B: No more, thanks.

A: We’re introducing a new product, Old Peking Chicken Roll.
Very delicious. Would you like to have a try?

B: Sounds nice. Give me a roll.

A: Thank you, anything else.

B: No more, thanks.

A: Would you sit here or take them out?

B: I’ll have them in the restaurant. How much of them?



A: Let me check. That’s 34 yuan.

B: Here you are, 50 yuan. Sorry, I have no changes.

A: It doesn’t matter. I have your 50 yuan. Thank you. Please
wait a moment. I’ll get the changes for you.

B: That’s all right.

A: Here are the changes. Thanks you very much. Here are your
fries, coffee, and roll. I’m really sorry the hamburger isn’t
ready yet. It’ll take 1 or 2 minutes more. Would you please
firstly take them to the table, and I’ll send the hamburger to
you after it’s ready ?




Pre
-
reading Activities

B: Okay. Thank you very much.

A: It’s my pleasure. This way, please.

A: I’m so sorry to let you wait. Here’s your hamburger.

B: It doesn’t matter.

A: Thank you very much. Welcome to KFC again.

Pre
-
reading Activities

Information related to the text

1.
China Telecom Industry Investment and
Development Report 2006


China's telecommunications technology in its
development is at a preparation stage for commercial
use of emerging technologies represented by 3G.
Compared with the situation two years ago, the
growth of investment and development of technology
and products is slowing down. But investment firms
and research organizations still hold high expectation
about investments in a range of new communications
technologies.


By the end of 2005, the policy of Chinese government

on the next generation mobile communication has become

increasingly clear, and its national strategy for a new round

of telecommunications technology has become even more

clearly defined. Against the backdrop where independent

innovation is repeatedly stressed by the government, the

transformation of the telecommunications industry, which

started in 2005, is unfolding in the innovation
-
oriented

direction.



Information related to the text


The development of China's telecommunications
technology in 2005 has laid down a broad framework
for its development in 2006 and the period of 11th Five
-
year Plan (2006
-
2010) in general. The framework is:
with the launch of the 3rd generation mobile
communications technology (3G), China's
telecommunications industry has entered a new period
of high growth. Through its structural arrangements and
policy support, the Chinese government will provide a
wider space for the development of China's
telecommunications technology.

Information related to the text


In terms of the approaches of technology
development, absorption and integration of imported
technology, independent innovation will go hand in
hand in a complementary way. With the growth of
China's comprehensive national power and the country's
ever accelerating informatization process, China's
telecommunications industry once again comes to a
crossroad.


Information related to the text


China Telecom Industry Investment and
Development Report 2006 is especially useful for
domestic and foreign telecommunications investors,
investment foundations, financial analysis firms,
telecommunications carriers, equipment makers



Information related to the text

2. 2004
-
2005Annual Report on China's Tourism


Industry



The report sums up the development of the global and
Chinese tourism industries in 2004. Through accurate
data and full elaboration, it describes the structure of
China’s tourism industry and competition situation in
the industry from various angles. Meanwhile, it presents
comprehensive assessment of major enterprises’
business strategy and competitiveness.


Information related to the text


The impact of SARS and experienced strong recovery.
With rapid growth in inbound travel, The report
especially points out the following: In 2004, China’s
tourism industry got rid of outbound travel and
domestic travel, China’s tourism industry keeps
expanding. China has become the fifth largest tourism
country in the world, with immense prospects. The
report points out the following: Due to low barriers to
entry, imbalance between demand and supply is
emerging in the tourism industry. The intensifying
cutthroat competition between enterprises reduces the
average profit margin in this sector.


Information related to the text


As the tourism industry opens up, foreign enterprises
will flood in, bringing along changes in the competition
situation in this sector. Tourism enterprises’ frequent
massive reorganizations indicate the development trend
of groups, large scale, diversification, network and
internationalization. Under the new market situation,
brand becomes the key of competition. Human
resources become the hotspot area of competition.
Personalized marketing activities become the key of
enterprises’ business operation and management.


Information related to the text


After analyzing major factors affecting the
development of China’s tourism industry from 2005
-
2009, the report presents qualitative and quantitative
forecast of the industry. Finally, it provides
development strategy and recommendations for the
government, enterprises and investors respectively.


Information related to the text

3.China

Tourism

Industry

Report,

2006


China had 120.29 million inbound travelers in 2005,
increasing by 10.3% than 2004. Among which, foreign
travelers were 20.26 million, up by 19.6%, and 100.03
million tourists were from Hong Kong, Macau and
Taiwan, up by 8.6%.


Number of Inbound Travelers to China, 2001
-
2005 (Unit: million)




3.China

Tourism

Industry

Report,

2006

Number of Inbound Travelers Staying Overnight, 2001
-
2005 (Unit: million)


3.China

Tourism

Industry

Report,

2006


According to the spot
-
check results of inbound
tourism expenditure approved by the National Bureau
of Statistics of China in 2005, China’s tourism (foreign
exchange) revenue was US 29.296 billion, increasing
by 13.82% than 2004.

3.China

Tourism

Industry

Report,

2006


Foreign Exchange Income from International Tourism, 2001
-
2005 (Unit: US 100
million)

3.China

Tourism

Industry

Report,

2006



In 2005, the number of travel agencies in China was
16,846, among which 1,507 were newly founded, increasing
9.82% than 2004. The number of international agencies
increased 118, up 18.02% than 2004. The total asset of
travel agencies all over China was RMB 41.926 billion,
declining by 1.21% than 2004, RMB 23.202 billion were in
debt, decreasing by 0.77% than 2004.

3.China

Tourism

Industry

Report,

2006



Due to the SARS, in 2003, both Asian tourists to China
and its proportion to inbound foreign travelers declined
heavily. A majority of about 60% inbound tourists to China
are Asian ever since 2000; In Quarter First of 2006, Asian
tourists to China accounted for 62.25% of the total foreign
travelers.

3.China

Tourism

Industry

Report,

2006



The development target of China tourism program
during the Eleventh Five
-
year Plan period is: the
average annual growth of the inbound tourist, the
inbound tourist staying overnight, and domestic tourist
all increase by 8%, with the average annual revenue
from international & domestic tourism rising by 12%
and 10% respectively. By 2010, the income from
international and domestic tourism is expected to hit
USD 53 billion and RMB 850 separately, and the total
tourism revenue is expected to hit RMB 1.27 trillion.
The tourism industry absorbs 500,000 employees each
year, and the total number of the direct employment
will reach 10 million by 2010.

3.China

Tourism

Industry

Report,

2006



In China tourism market, the fierce competition will
drive the asset integrations; will lead to a decline of
anticipated profit rate, yet more new investment
opportunities will be brought by the internal restructure.
On one hand, the acquisition & reorganization of the
tourism industry needs the participation of large
-
scale
social capital and financial institutions. On the other
hand, the development & innovation of tourism
products will cultivate new investment fields; earlier
entrants will gain considerable profits.

3.China

Tourism

Industry

Report,

2006


4. KFC’s History


9/9/1890

Harland Sanders is born just outside Henryville, Indiana.


1900
-
1924

Harland Sanders holds a variety of jobs including: farm
hand, streetcar conductor, army private in Cuba,
blacksmith's helper, railyard fireman, insurance salesman,
tire salesman and service station operator for Standard
Oil.


1930

In the midst of the depression, Harland Sanders opens
his first restaurant in the small front room of a gas station
in Corbin, Kentucky. Sanders serves as station operator,
chief cook and cashier and names the dining area
"Sanders Court & Caf?"


1936

Kentucky Governor Ruby Laffoon makes Harland Sanders an
honorary Kentucky Colonel in recognition of his contributions to
the state's cuisine.


1937

The Sanders Court & Caf? Adds a motel and expands the
restaurant to 142 seats.


1939

The Sanders Court & Caf? Is first listed in Duncan Hines'
"Adventures in Good Eating."


Fire destroys The Sanders Court & Caf? but it is rebuilt and
reopened. The pressure cooker is introduced. Soon thereafter
Colonel Sanders begins using it to fry his chicken to give
customers fresh chicken, faster.

4. KFC’s History


1940

Birthdate of the Original Recipe


1949

Sanders marries Claudia Price.


1952

The Colonel begins actively franchising his chicken
business by traveling from town to town and cooking
batches of chicken for restaurant owners and employees.


The Colonel awards Pete Harman of Salt Lake City with
the first KFC franchise. A handshake agreement stipulates
a payment of a nickel to Sanders for each chicken sold.

4. KFC’s History


1955

An interstate highway is built to bypass Corbin, Kentucky.
Sanders sells the service station on the same day that he
receives his first social security check for $105. After
paying debts owed, he is virtually broke. He decides to go
on the road to sell his Secret Recipe to restaurants.


1957

Kentucky Fried Chicken first sold in buckets


1960

The Colonel's hard work on the road begins to pay off and
there are 190 KFC franchisees and 400 franchise units in
the U.S. and Canada.

4. KFC’s History


1964

Kentucky Fried Chicken has more than 600 franchised
outlets in the United States, Canada and the first overseas
outlet, in England.


Sanders sells his interest in the U.S. company for $2 million
to a group of investors headed by John Y. Brown Jr., future
governor of Kentucky. The Colonel remains a public
spokesman for the company.


1965

Colonel Sanders receives the Horatio Alger Award from the
American Schools and Colleges Association.

4. KFC’s History


1966

The Kentucky Fried Chicken Corporation goes public.


1969

The Kentucky Fried Chicken Corporation is listed on the
New York Stock Exchange.


1971

More than 3,500 franchised and company
-
owned restaurants
are in worldwide operation when Heublein Inc. acquires
KFC Corporation.


1976

An independent survey ranks the Colonel as the world's
second most recognizable celebrity.

4. KFC’s History


1977

Colonel Sanders speaks before a U.S. Congressional
Committee on Aging.


1979

KFC cooks up 2.7 billion pieces of chicken. There are
approximately 6,000 KFC restaurants worldwide with sales
of more than $2 billion.


12/16/1980

Colonel Harland Sanders, who came to symbolize quality in
the food industry, dies after being stricken with leukemia.
Flags on all Kentucky state buildings fly at half
-
staff for
four days. .

4. KFC’s History


1982

Kentucky Fried Chicken becomes a subsidiary of R.J.
Reynolds Industries, Inc. (now RJR Nabisco, Inc.)
when Heublein, Inc. is acquired by Reynolds


1986

PepsiCo, Inc. acquires KFC from RJR Nabisco, Inc.


1997

PepsiCo, Inc. announces the spin
-
off of its quick service
restaurants
-

KFC, Taco Bell and Pizza Hut
-

into
Tricon Global Restaurants, Inc.

4. KFC’s History


2002

Tricon Global Restaurants, Inc., the world's largest
restaurant company, changes its corporate name to YUM!
Brands, Inc. In addition to KFC, the company owns A&W?
All
-
American Food? Restaurants, Long John Silvers? Pizza
Hut? and Taco Bell? restaurants.


2006

More than a billion of the Colonel's "finger lickin' good"
chicken dinners are served annually in more than 80
countries and territories around the world.

4. KFC’s History

Expressions



tour wholesalers
旅游批发业


tour retailers
旅游零售业


cultural assets
文化设施


tour assets
旅游设施


service industry
第三产业,服务业


service management
服务管理


health care
卫生保健


recreation service
娱乐业


remediation service
培训业


rental service
租赁业

Exercises

Text A

III. Answer the questions with information from the chart.

1. Which section’s share of services exports rise sharply?


Eastern Europe

2. Besides Asia, which section is the largest share of service exports?


Eastern Europe

3. Can you explain why Asia is the large share of services exports?


Because of populated countries; fast economy increasing, etc.

Exercises

Text B

III. Fill in the table below by giving the corresponding Chinese
or English equivalents



1.

General manager will give us a
managerial

talk this afternoon

2.
Supportive

therapy plays an important role in modern medical


science.

3. She's become quite
indispensable

to the company.

4. There is a
noteworthy

advance in cancer research.

5. Every
disposable

piece of equipment was sent to the fire.

6. People are the main
dynamic

behind the revolution.

7. Indonesia’s rulers have set a
unsustainable

targets for tourism.


The End.


Questions are
welcome!