谁动了我的奶酪？
                                                  Who Moved My Cheese?
                                         意大利石材：从独步天下到正在失去的市场份额
                          Italian Stone: From the Leading to Losing the Market Share

      20世纪是意大利天然石材工业的世纪。100年来，意大利一直垄断着天然石材国际贸易。无论在那里见到石材产品，上面的印记都是“MadeinItaly"（意大利制造）。意大利天然石材产品已成为了一种人人皆知的大众产品。新的加工和精修技术，生产工艺的快速加工技术，价格的不断下降，天然石材消费的突出增长，都使意大利天然石材行业的市场额度——特别是在20世纪后半叶——不断增长。 然而今天，意大昨失去了许多市场份额。1995年意大利的石材成品还占市场份额40%，而到了2001年，才只占市场份额31%多一点。
      The 20th century is the century of Italian natural stone industry. In the past 100 years, Italy has monopolized international trade of natural stone. Stone products marketed with “MadeinItaly” can be seen everywhere. Italian natural stone has been well known to the public. New processing  and refinement technology, rapid processing technology of production process, the continuous decline in prices and conspicuous growth of consumption in natural stone made Italian market share of natural stone industry growing, specially in the late 20th century. However, Italy loses a lot of market share now. Italy stone products accounted for 40 percent of market share in 1995, but only a little more than 31% in 2001.
      尽管如此，意大利作为石材王国的地位依然没有被根本撼动，包括，每年举办一届的意大利国际石材展Marmomacc。
Nevertheless, Italy, the Kingdom of stone industries has still not been fundamentally changed, including Marmomacc—Italy International Stone Exhibition held every year.
      意大利国际石材展与德国纽伦堡国际石材展及美国奥兰多展是当今世界上最大的三个专业石材展，每年举办一届，已成为全球石材工业首屈一指的展览。
     Italy, together with German (Nuremberg) and America (Orlando) International Stone Exhibitions, is the three largest professional stone exhibitions in the world, which is held every year and has become the world's leading stone industrial exhibition.
      该展会荟萃了石材行业的各类产品，它代表了本行业的技术走向及流行趋势，每届展会都吸引来自世界各地近40个国家的参展商前来参展,到会观众近5.2万人次。许多企业参加意大利石材展不仅仅局限于此展览中广大的潜在的客户，众多企业正是着眼于未来的国际市场而加入2007年意大利维罗纳国际石材展览会参展商行列中。在今年十月举行的2007Marmomacc就为巴西石材行业发展带来新的商机：
      All kinds of stone products gather together in this exhibition, which represent technology and fashion trend in stone industry. Every exhibition attracts exhibitors from nearly 40 countries and 52,000 visitors. A large number of enterprises attend 2007 Italy Verona International Stone Exhibition for not only potential customers from visitors but also the future international market. Marmomacc, held in October, 2007, has brought new business opportunities for Brazil stone industry.
      2007年巴西上半年的数据显示出口呈上升趋势，尤其是半成品销路相当好。虽然未加工料的出口稍微下降，但是半成品出口的增加弥补了未加工料的下降。
Statistics in the first half of 2007 show a rising trend in stone export, especially semi-finished products. Although exports of unprocessed materials decline slightly, exports of semi-finished products made up for the decline in unprocessed materials.
      意大利也不例外。除印度和南非外，巴西是意大利的另一个石材供应商。2007年上半年，意大利从巴西进口的未加工料价值达4.1169千万欧元，比去年同期（去年同期进口额为4.9751千万欧元）减少17.2％；进口成品的价值达4.294百万欧元，比去年同期减少5.4％，去年同期进口石材成品额为4.541百万欧元；然而今年上半年，意大利出口的石材成品额大大增加，达到3.532百万欧元，与去年同期的2.132百万欧元相比，增长65.5％。
      Italy is no exception. Besides India and South Africa, Brazil is another stone supplier for Italy. In the first half of 2007, the import value from Brazil unprocessed materials is 41.169 million euros, down by 17.2％over the same period last year(49.751 million euros); the import value of stone finished products is 4.294 million euros, down by 5.4％over the same period last year(4.541 million euros), but the export value of stone finished products is 3.532million euros, up by 65.5％over the same period last year(2.132million euros).
      参加了意大利第42届国际天然石材及机械博览会的巴西圣埃斯皮里图州发展局部长Guilherme Dias介绍，由于地理优势和便利的海运交通，加上与巴西北部地区近年来新开发的矿山的联系，位于巴西南部Cachoeiro区和新兴的维多利亚区的意大利石材公司有着很大的发展潜力，发展前景相当可观。据悉，圣埃斯皮里图州石材行业的发展为当地经济的增长贡献了约10个百分点，与此同时，意大利石材生产中心的创立以及金融投资的增加很大地推动了当地经济的发展。
      "Owing to geographical advantages, convenient sea transportation and contact with new mines developed in the north of Brazil, Italian stone companies from Victorian and Cachoeiro in the south of Brazil have great potential for development," said Guilherme Dias, Board Minister of Brazil Espirito Santo Development Board, who participated in the 42nd Italy international Natural Stone and Machinery Expo. It's reported that stone industry from Espirito Santo contributes to 10 percent of the growth of the local economy. Meanwhile, the foundation of Italy stone production centre and increase in financial investment greatly promote the local economic development.
       当前，困扰意大利和巴西等的同样问题是：从美元的弱势说起，美元的波动影响着我们的出口贸易。两年之前，1美元相当于3雷亚尔（巴西货币）；现在1美元只相当于1.8雷亚尔。另外，和其他国家一样，来自中国和印度的竞争也使他们倍感压力。如何解决呢？巴西圣埃斯皮里图州发展局部长Guilherme Dias说：正如我在意大利经常听到的一样，我们只有通过不断改善我们的基础设施、技术设备和合作关系来增强我们自身的竞争力。这些年来，这方面的努力和合作都在不断地加强，尤其是和意大利之间的合作关系在不断巩固。不管怎样，大多数的意大利人在此从业有利于加强之间的交流和促进商业往来。
      At present, there is the same problem in Italy and Brazil. As for the weakness of dollar, the fluctuations in dollar exchange rate have effect on their export trade. Two years ago, one dollar is equal to 3 Brazilian currency, but now only 1.8 Brazilian currency. In addition, the competition from China and India brings their competitive pressure. How to solve it? Guilherme Dias said," as I often heard in Italy, we should enhance our own competitiveness by improving our infrastructural facilities, technology, equipment and cooperation. In recent years, our efforts and cooperation are continuously strengthened, especially in co-operation with Italy. Anyhow, most of the Italian are trying to strengthen exchanges and promote the commercial contacts.

小贴士：
Tips:
            入乡随俗 更好地与意大利客户打交道
Do as the Romans do, which will help you deal with the Italian
   
意大利一词是从威大利业演化而来，意为小牛生长的乐园。古代为罗马帝国的核心部分。现有人口5641.1万，主要是意大利人，约占总人口的94%。官方语言为意大利语，个别地区讲德语和法语。
The world "Italy" is from "fairyland of the growth of calf". In ancient times, it is the core of Roman Empire. Now, it has a population of 56.411 million, mainly Italian, about 94% of the total population. The official language is Italian, German and French in some areas.

※ 服饰礼仪
※ Dress
    意大利人在正式社交场合一般是着西式服装，尤其是参加一些重大的活动十分注意着装整齐，喜欢穿三件式西装。在婚礼上，新娘喜欢穿黄色的结婚礼服。在一些节庆活动中，常举行规模盛大的化妆游行，从小孩到老年人，都穿各式各样的奇装异服。
Italian wears the western- style clothing in the formal social occasions, especially in important activities, they like to wear suits. At the wedding, the bride likes to wear a yellow wedding dress.  In some festivals, everyone wears outrageous clothes to join the make-up parade.

※ 仪态礼仪
※ Manner　
　   意大利人说话时喜欢靠得近些，双方的间隔一般在30－40厘米，有时几乎靠在一起。他们不喜欢在交谈时别人盯视他们，认为这种目光是不礼貌的。他们喜欢用手势来表达个人的意愿，常用的有：用手轻捏下巴表示不感兴趣，快走等等。
 Italian often gets close to talk. The distance is 30-40 cm in general. It's bad manners to stare at them in their opinions. They love to use gestures to express their thoughts, for example, chin in hands means lack of interest，hurrying up and so on.
※ 相见礼仪
※ Interview
    　意大利人的姓名是名在前，姓在后，除此之外还有一个教名，即婴儿在洗礼时由神父起的名字。妇女结婚后，大多姓丈夫的姓，也有个别人用男女双方的姓。意大利人在社交场合与宾客见面时常施握手礼，亲朋好友久后重逢会热情拥抱，平时熟人在路上遇见，则招手致意。
As for their names, the name is often before its surname. They also have a Christian name, which is named by the priest in the infant baptism.  Women usually adopt their husband's surname after they wed. Few adopt the other's surname. Italian shakes hands with guests in the social occasions, embrace each other after meeting friends and family again and wave their hands to acquaintances on the way.
    ※ 餐饮礼仪　Dinner
    意大利人在制作菜肴时讲究色香味，其风味菜肴可与法国大菜比美。他们十分欣赏中国菜，不论男女都嗜酒，常饮的品种有啤酒，白兰地等，特别爱喝葡萄酒。意大利人请客吃饭，通常是到饭馆里去，有时也会在家中宴请亲朋好友。他们请客时往往茶少酒多，在正式宴会上，每上一道菜便有一种不同的酒。
Italian food is perfect in color, aroma and taste. They appreciate Chinese food very much.  Both men and women love drinking. Drink usually is beer, brandy, especially wine. When it's their treat, they often invite guests to a dinner in the restaurant, sometimes friends and relatives at home. Tea is less than drink when it's their treat. Every course has its own drink in a formal dinner.
   
   ※ 喜丧礼仪 Custom
    意大利人信奉天主教，因此婚礼大多由神职人员主持，届时在教堂中进行。但在一些地区仍保留着古老的求爱习俗，例如西西里地区的男青年如中意某位少女，常会在清晨或夜晚邀几位好友来到少女家的窗下，弹起吉它，唱起情歌。意大利的主要节庆有圣诞节、主显节、复活节，据说意大利中部的濒海城市维亚雷与法国的尼斯并列为欧洲狂欢节活动的两大中心。
As the Catholic, Italian wedding is mostly presided over by the priest in the church. In some areas old custom still remains. For example, in Sicily, if a young man loves a young girl, he will invite his friends to play the guitar and sing love songs under her windows in the early morning or at night. Italy's main festivals are Christmas, Epiphany and Easter. It's said that Italy Viareggio and Nice(France) are considered as the two largest centres of European carnival.   
※ 商务礼仪
※ Business
      意大利企业的总经理握有很大的权力，喜欢独断专行，即便是部、课长级人员，也多半仅是照办上面交待清楚的事情，因此从事商务活动应尽量与总经理直接打交道。意大利人对初次见面的人虽然十分客气，但往往对问题不予以明确答复，他们不愿仓促表态。只有经过一段时间的接触，取得了他们的信任，洽谈生意才能较为顺利。
The general manager holds the power of his enterprise and is a law onto himself. Even ministers and directors only do what they are given. So you should directly deal with the general manager in trade. Italian is polite when you meet for the first time, but they often don't give you a clear answer. Only after a period of contact, it's easy to do business when you gain their trust.
※ 旅游礼仪
※ 　Tour
      到意大利旅游的最佳季节是每年的2月至5月，9－11月。在意大利旅游期间，到零售店购买东西时要注意，他们的商业准则是买卖双方处于平等地位。意大利人喜欢儿童。如果你到饭店里用餐，见到一些孩子跑来跑去调皮，千万不要生气，否则当地人会对你的行为非常反感。
The best season of tour to Italy is February to May and September to November. During your tour, you should follow their commercial criteria that buyers and sellers are equal when shopping in a retail store. Italian likes children, Don't angry with some naughty children at running around when eating in a restaurant, or you will be very disgusted with your behavior.
 
※ 主要禁忌　
※ Taboo
       意大利人十分忌讳13和星期五，尤其是就餐时，更不准有13个人同桌。
Friday strike terror in the hearts of Italian, especially when dining, 13 persons are not allowed in the same table.