No matter from the macro or micro point of view, the management of international service product marketing is quite difficult and complicated.
(1) From a macro perspective, the state should not only manage the subject matter of service products, but also involve the two-way management of service providers and consumers. In addition, a series of complex issues such as personnel visa and labor security are also included in the management scope. In addition, law is the main means and tool to manage service trade, but legislation is lagging behind to some extent, and it is difficult to keep up with the development of service trade in real time.
(2) From the microscopic point of view, the characteristics of relative service itself make the management of service products affected by many uncertain factors, and the supervision difficulty also increases. Moreover, from the current level of technological development, it is impossible to achieve the "three guarantees" of service products. To sum up, from a microscopic point of view, the difficulty and complexity of service product marketing management are mainly manifested in service quality monitoring and supply and demand adjustment.
Third, the development trend of international trade in services
(1) The scale of world service trade continues to expand, and the export growth rate of service trade and goods trade is roughly the same.
With the deepening of economic globalization and the adjustment of international industrial structure, the service trade activities of various countries are becoming more and more frequent, which leads to the continuous expansion of global service trade exports. According to the data of WTO, the export volume of world service trade increased from $365 billion in 1980 to $27 1000 billion in 2006, an increase of 6.4 times in 26 years. At present, the export of service trade accounts for about 20% of the total global trade. However, since 2003, the export growth rate of world service trade has been lower than that of goods trade for four consecutive years. The main reason is that this year's world exports of goods have been significantly affected by rising prices, including the sharp rise in the prices of fuel and raw materials, and the depreciation of the exchange rate of the US dollar against other major currencies in the world. According to the latest World Trade Report of WTO, from 2000 to 2006, the export of world service trade in www.homelunwen.com and paper network increased by 65,438+00% annually, while the export of world goods increased by 65,438+065,438+0% annually, which was basically flat and kept pace with the growth.
(2) Other commercial services have the largest share of trade and the fastest growth.
Other commercial services (mainly including communication services, construction services, insurance, finance, computer and information services, legal services, etc. ) is the largest and fastest growing category in the total trade volume. According to the latest data of WTO, in 2006, the export of other commercial services increased by 13% at nominal prices, far exceeding the growth of transportation and tourism services. From 2000 to 2006, the average annual growth rate of other commercial services reached 12%, and its exports accounted for more than half of the whole service trade.
The unbalanced development of service trade continues, but the growth rate of developing countries is faster than that of developed countries.
In 2006, the import and export growth of service trade in Europe and North America was lower than the world average. The growth of Asian service exports has been higher than the world average for three consecutive years, and it is also higher than the growth of regional service imports, thus reducing the deficit of service trade in this region. In addition, the development of service trade between Africa and the Middle East is close to the world average. In the long run, from 2000 to 2006, the growth rate of service trade exports in Europe, Asia and Central and South America was higher than that of imports, while the growth rate of service trade exports in North America, CIS, Middle East and Africa was lower than or equal to that of imports. However, developed countries have always been the main importers and exporters of service trade, and still occupy a dominant position in the world service trade. According to the data of WTO, the world's major service trade countries are still developed countries, and in 2006, the top ten world service exports were all developed countries except China (ranked 8th) and India (ranked 10). Except China (ranked 7th), the top ten service importing countries are all developed countries.
Section II Development and Problems of China's Service Trade
I. Development Status of China's Service Trade
Service trade is a symbol of the progress of service industry, a manifestation of the internationalization of service industry and an important factor affecting the economic and social development of a country or region. Since the middle and late 20th century, global service trade has maintained a sustained growth momentum. Although the growth of service trade was temporarily blocked due to the Asian financial crisis and the subsequent global economic recession, the scale of international service trade is still expanding. For China, service trade is still a relatively new concept, which is in the stage of exploration and development. However, it is an indisputable fact that China's service trade has developed in the growing sense of competition among Chinese people. The Eleventh Five-Year Plan period is a crucial period for the adjustment of global industrial structure, the acceleration of service trade liberalization and the further improvement of China's service market opening. This brings new challenges and opportunities to the development of China's service trade.