伊莎莉亚蛋糕房

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学院：经济与管理学院 年级：2010级 班级：工商管理类五班 学号： 1015224242 姓名：陈娟

一、营销环境分析

1.市场环境

蛋糕作为一种西方国家的甜点食物逐渐流入中国，已在一定程度上影响着国人的餐饮文化而且慢慢地演变成为国人特殊节日必备的食物，尤其过生日吃蛋糕已是一种饮食习惯。因此近几年来，情人节，教师节等特殊节日也让蛋糕成了主角。最突出的是对社会时尚生活追求的年轻人，尤其是大学校园里的学生，他们的消费就是体现在这些节日上，河南师范大学的学生基数很大，除去生日在暑假寒假的同学不在学校过生日，大部分同学的生日还是在学校与同学在一起度过的，每每生日一到，就动辄舍友一起过或者和班级同学一起过，有些同学关系好的朋友多，一个生日甚至需要好几个蛋糕。

2.人口环境

河南师范大学作为河南省唯一一所学科门类较为齐全的综合性大学，校区分为东西两校区，现拥有教师职工和学生45000余人，这为伊莎莉亚蛋糕店提供了大量的消费者。其中大学生约有40000人，学生的基数成为蛋糕的得力助手，学生数越多，过生日聚会等对蛋糕的需求就会越大。其余的大部分教师职工都在学校的家属院居住，老师们的节日也有一定对蛋糕的渴望。

3.宏观环境

蛋糕，一种古老的西点已成为一种时尚。同时蛋糕店作为餐饮服务业的一种，在受到广大消费者的喜欢下，以“美味可口，服务第一”的核心理念逐步发展为时尚休闲服务中心。

伊莎莉亚蛋糕店以其独特的风味和口感，屹立在河南师范大学西校区的万人餐厅一楼主门门口。其店主要经营蛋糕、面包和寿司，面积大约有四十平方米，拥有一名蛋糕师和三名服务人员，同时店内拥有二个蛋糕柜台和四个面包柜台，可摆放十几种蛋糕和二三十种面包、寿司。蛋糕师精湛的技术、可口独特的味道

让伊莎莉亚蛋糕的口味、种类、做法多种多样，价格合理，使店内蛋糕深受广大师生的青睐。伊莎莉亚蛋糕房主要是让师生顾客在特殊的日子里能够深切感受到伊莎莉亚蛋糕房的美妙口味与温馨关怀。店有各式各样的蛋糕样式可供选择，同时此店也可以接受预订，按照顾客的要求制作个性化的蛋糕。它的多种多样款式和味道的面包寿司也不逊于色，让吃过的人回头率比较高。然而伊莎莉亚蛋糕房也拥有自己个性而独特的理念：时尚，健康，品味。

4.微观环境

伊莎莉亚蛋糕店位于学校西餐厅的主门门口，是学生进出餐厅的主要要道，门口的道路也是学生上课去教室和下课回宿舍的必经之路。这样每天的人流量比较大，比较吸引同学们的注意力。一些不想去食堂吃饭的学生，可以在这直接买一些面包等带到宿舍去，一些上课将要迟到的学生，可以在这买一些早餐面包带到教室去吃；而且餐厅一楼有卖粥、豆浆、牛奶等，搭配蛋糕面包作为一顿美餐再好不过了。这些位置条件无疑是给伊莎莉亚蛋糕店提供了许多的便利条件。交通方面，便利店的位置离学校的校门比较近，每天送货的货车可以直接开到便利店的门口，这样货源的问题就轻松的解决了。

二、SWOT分析

1.优势分析

（1）伊莎莉亚蛋糕作为在河南师范大学校园的老品牌，有一定的品牌的知名度。

伊沙利亚蛋糕店是河南师范大学最早开办的一所蛋糕店，以满足大学师生对蛋糕和面包的需求。它以优良的质量、美感的的口味服务河南师范大学的师生已经五年了，在学校已有很好的口碑，也是师生值得信赖的品牌。

（2）伊莎莉亚蛋糕房的口感在校园是被公认最好的。

虽说校园内不止一家蛋糕店卖蛋糕和面包，就连学校内的小卖部也卖面包，但它们的味道、质量都没有伊莎莉亚蛋糕店的好，所以老师和学生都喜欢光顾这家蛋糕店。

（3）伊莎莉亚蛋糕具有先进的蛋糕生产技术，产品在不断的改良，更新换代，口感愈加出色。

伊莎莉亚蛋糕有几十种口味可以满足广大在校师生，它的面包在烘焙技术上区别于校内的其它的蛋糕店，这让它的面包的款式不同于其它。再加上蛋糕师不断地学习和推新，用以更多口味和款式来吸引师生，特别是在校的大学生。

（4）伊莎莉亚蛋糕的装修比较新颖。

伊莎莉亚蛋糕采用暖色作为本店的装饰主题，当顾客一走进店内就给他们一种家的温馨的感觉。彩色的天花板灯和玻璃式的柜台，能衬托出店内蛋糕的新颖别致及面包的出炉油光。

（5）伊莎莉亚蛋糕店的员工服饰比较和谐。

当你踏入店内时，店内穿着一套黄白搭配服饰的服务人员将会让你想回到讲的感觉。工服在店内的点缀让店内更别具一格。

（6）分店效益。

伊莎莉亚蛋糕店不仅在校内设店，而且在校外的建设路也开了家分店，店面比学校里的大。该店还供货给学校的食堂，因此食堂里的小买部也成为了它的销售中间商。

2.劣势分析

（1）店的规模小。

伊莎莉亚蛋糕店的店面太小，有时给人感觉狭隘，好像自己走在一个拥挤的超市内，让顾客的视线紧缩在小小的空间内。

（2）服务不周到，配送体系不够好。

伊莎莉亚蛋糕店的蛋糕和面包让在校的师生赞叹不已，但店内的综合服务有些让人无法接受。首先，店员的服务差，顾客购买食品不能让顾客顺心。其次，缺少优惠打折等等现象。然后店内没有配送销售这一项目，这让师生不得不光顾本店才能买到想吃的蛋糕或面包。

（3）员工普遍素质较低，没有进行很好的岗前培训。

店内的员工出一个是正式工外，其它基本上都是临时找的干兼职的学生。学生员工的自由上班和本身的品格对顾客的态度达不到想要的水平，甚至顾客的满意程直接是零。

（4）卫生有些差。

由于店员的临时性，这让店员对自己的工作态度过于放松，对店内的卫生不负责任，导致店内的地面，柜台等不整洁，甚至有灰尘布满。

（5）价格上涨。

之前伊莎莉亚的蛋糕和面包价格合理，所以有很多人去购买伊莎莉亚的蛋糕，随着近几年物价上涨，从今年暑假开始，它的商品价格普遍提升，在一定程度上消减了部分消费者。

3.机会分析

由于河南师范大学正在扩建校区阶段，各类关于服务学生的商品的商家纷纷选择入驻学校东区，所以校区在这方面的市场庞大，给每个进驻这市场的店都带来了机会。

伊莎莉亚蛋糕店从开业至今从来没有进行过全方位的校内宣传，所以做一次营销策划一定能起到很好的作用。

过生日订蛋糕越来越成为一种时尚，给伊莎莉亚蛋糕带来无尽的市场空间。学生上下课的时间紧急性，也给伊莎莉亚的面包寿司提供很大分量的商机。

还有就是现在已经到学期的末期，许多学生已经没有课了，再加上现在处于冬季，天气比较寒冷，学生睡懒觉的习惯就慢慢的泛滥了，许多的学生不喜欢早

上去买早餐，于是就提前买些吃的作为储备粮食。这也是伊莎莉亚蛋糕店的好机会。

4.威胁分析

今年暑假开学之后，东校区的东苑餐厅一楼也开了家蛋糕店，和伊莎莉亚的商品基本上不多，主买面包，寿司。价格和伊莎莉亚的差不多，但是在优惠和折扣方面让广大师生有一定的目标转移。东苑餐厅面包店的优惠政策是购满二十元，可以加入本店的VIP会员，享受不同程度的折扣。

不但蛋糕店与伊莎莉亚蛋糕店竞争，就连学校的超市也成了它在面包上的竞争对手。学校西区的几个超市和东区的新合作超市，超市也有面包，校园超市是学生的主要消费区，人流量较大，但是超市不制作蛋糕。然而紧挨学校的街道还有几家蛋糕店，那儿的蛋糕比较便宜，所以也有好多同学去那买。

学院里的人主要流动人口，不可能做一次促销就一老永逸。所以伊莎莉亚的宣传要有长期性。

虽然伊莎莉亚在河南师范大学已经成为了一个老品牌，但对于新学生来说其优势不够明显，因为学生可能是刚到河师大，对伊莎莉亚的了解不够多。

三、目标战略

伊莎莉亚蛋糕店的目标是增大消费者，提高产品利润。所以，该点要本着自己的理念来提高目标。

首先要了解、研究和分析消费者的需要，而不是先考虑企业能生产什么产品。我们的蛋糕店刚开始会做一个关于学校学生对于蛋糕需求的调查，对于同学们喜欢什么样式的蛋糕和面包、需要什么样式的蛋糕和面包，我们会进行详细的分析和统计，同时会提前进行一些蛋糕的样式设计，供同学们的需求，而后会开设专门的柜台，对于同学们需要的个性样式进行服务。

增大消费者。在广告上我们可以扩大宣传，通过陈列版面、印发传单、电话送货等方式来吸引消费者。在价格上，我们可以薄利促销的方式，如果产品的价格相对其他家低，而且价格可以让学生接受；这让会让更多的学生有倾向的选择在该店购买。

蛋糕店的送货方式要及时，对于有的宿舍有一定距离的，因此能够及时、准确、方便的将我们的产品送到他们手中，是我们服务的宗旨。我们组织一个专门配送蛋糕和面包的部门，由男生女生同时加入，对于距离我们的店面较远的地点，我们将会组织专门人员进行派送，由于考虑到订购蛋糕和面包时的便利性，我们也会开通专门的服务热线进行订购服务，使得大学生可以足不出户就可以拿到想要的产品。

以消费者为中心实施营销沟通是十分重要的，通过互动、沟通等方式，将营销不断进行整合，把顾客和蛋糕店双方的利益无形地整合在一起。对于光顾过我们店铺的客户，我们会留下他们的联系方式，将会定期组织人员对我们的产品和服务进行调查，并且对于经常光顾我们的客户会给予一定的优惠，通过与客户的沟通我们会及时掌握我们的产品和服务信息，进而进行及时的纠正和创新。

四、4P营销组合策略

1．价格

通过打折销售、会员制度等方法降低学生的消费成本，吸引师生消费，从而促进蛋糕的消费。因此，只有合理的、相对稳定的价格，消费者的蛋糕消费才能得到合理的体现。

2.产品

不断改进蛋糕的制作工艺，开发新产品，增加蛋糕产品的多样性，让消费者自己设计蛋糕的形状和选择制作原料。推出多种主题蛋糕产品，如生日蛋糕，感恩蛋糕等。在面包方面要改善和提高面包的烘焙技术，让面包的味道、款式多种多样，如早餐面包，晚餐面包等。努力提高伊莎莉亚整体的产品和服务质量，使消费者体验到高质量的服务，带给他们物有所值的感觉，同时提升本产品的品牌形象。

3.促销

（1）免费品尝策略

特别是对新产品，只要弄少量的份就可以。因为只是少量，所以顾客品尝之后也不知道什么味道，心中意犹未尽。而且对许多有虚荣心的人，尝了之后不好意思不买。

（2）会员打折策略

表面上是减少了一些短期收入，但能以量取胜。因为每个人都有贪婪心理，只要给其一点点好处，其就觉得优惠了很多。从而就进行长期的购买。这样反而能留住许多老顾客。

（3）订生日蛋糕赠礼品，并举行定期抽奖

礼品可以批发，成本很底，定期抽奖也是一种谎言。此策略是为了吸引更多好奇的人订生日蛋糕。

（4）广告宣传

做一次全方位的宣传广告，告诉广大师生：杰瑞斯蛋糕的历史，口感，社会声誉，产品的技术，为什么卖这个价等等主要是让更多的人对杰瑞斯产生印象。

（5）优惠策略

每周推一款产品，超低价销售，每天限量，目的是为了吸引更多的人到店里。虽然有一款超底价，但可以放更多的顾客来到店里。因为他们可能是冲着这款底价来的，但他们可能买的却不是这个产品，也可能是买了这个产品后，还会买其他的产品，主要是为了吸引更多的人。

4.渠道

（1）采用网络送货模式，节省时间

鉴于目前许多食品店已采用送货模式。现在重要的问题就是怎样提高配送工作的工作效率,因此，伊莎莉亚蛋糕店也要利用网络来进行配送，首先本店要编制自己的存储表，并且对每一种产品都要一一的列入表中，这样如果缺什么货就可以把表直接发给供货商，这样不但节省了时间，而且减少了误差的概率。

（2）增加销售窗口，增大消费者

由于本店产品要求保鲜，这就需要我们把握售货的时间。在增加分店的情况下，我们可以连锁给消费者提供食品，保证蛋糕、面包的新鲜程度，以至于不会出现产品滞留现象。

五．行动方案

1、扩大门店陈列版面。也就是经过我的个人观察认为，伊莎莉亚蛋糕店的门口版面陈列有问题，没有充分利用利用合理的空间。我认为伊莎莉亚店应该把门前的版面扩大，可以在门前打印大幅广告牌，在门口树立广告标语，让学生注意到它的存在。

2、电话送货。在给学生送所需产品时，要保证食物的新鲜，也要提高送货及时，不得延误以至于让学生不满意该店的服务态度。在电话配送时，要派专门的送货员工骑电动车的方式送到学生宿舍。

3、积分制度。找到一个制作卡片的复印社。委托其生产积分卡片，目前，在一个月内大约需要100张卡片左右。

4、引进一些新的设备。预计在5天左右的时间内把需要的设备买齐。

5、促销方面。在大学生复印社定制五张条幅，分别在学校的两个食堂、操场两侧、学校大门张贴，作为我店的宣传策略。

六．结束语

实践是检验真理的唯一标准。无论一个策划做的多么好，但是如果不能经得起实践的检验的话那它就是一堆废纸。千万不要学赵括的纸上谈兵。伊莎莉亚蛋糕店作为一个老品牌的蛋糕店，在它一流的技术、质量过关和美感的口味会蒸蒸日上的发展，让我们拭目以待吧。

第二篇：论文[1][1].doc.deflate

Contents

I. Introduction .......................................................................................................... 1 II. Literature review ............................................................. 错误！未定义书签。 III. Background information about table manners .................................... 1 IV. Differences table manners between china and west ............................ 2

A. Different Attitudes towards Banquet Time .................................................... 2

B. Differences in Dietary Patterns ....................................................................... 4 V.Table Manners ...................................................................................................... 4

A. Chinese table manners ..................................................................................... 5

B. Western table manners .................................................................................... 5

C. The differences in the western and Chinese eating customs and practices 6

1. Different Ways of Serving the Food ......................................................... 6

2. Different Tableware ................................................................................... 7

3. Different Dining Atmosphere.................................................................... 8 VI. The underlying reasons for the difference .............................................. 9 VII. Conclusion ...................................................................................................... 10 Works Cited ............................................................................................................ 10

第 1 页 共12 页

Abstract

Since different countries have different histories and cultures, there are a lot of differences in the habit of conducts and the ceremony, especially between China and the West, the jokes and the mistakes caused by misunderstanding is not unusual. This shows that the understanding of the different etiquettes between Chinese and the westerners is absolutely necessary. Especially table manners, table manners as a social custom, the decision by culture around the world, there are some differences. China has a natural deep as the ancient civilization of the ancient table manners, western countries are also national integration and modernization in the process of forming their own table manners. Chinese table manners are rich and profound and western table manners are exquisite and self-system.

The article compares these two different kinds of table manners to find the similarities and differences to help the readers to understand a kind of new culture.

Key words: table manner background; Chinese table manners; westerners’ table

manners; differences

摘要

由于各国的历史和文化底蕴不同，各国人民在进行礼尚往来时的习惯也有不少差异，特别是中西方之间，礼仪的差异很大，因为不了解这些差异而引起的误会和笑话也不少见。由此可见了解中西方交往的习惯差异是很必要的。特别是餐桌礼仪。餐桌礼仪作为一种社会习俗，是有民族文化所决定，在世界各地存在着一定的差异，中国作为文明古国自然有着深邃久远的餐桌礼仪。西方国家也在民族融合和现代化过程中形成了自己的餐桌礼仪。 中国的餐桌文化灿烂丰富，博大精深；西方国家的餐桌文化精巧专维，自成体系。

在本文中，比较了这两种不同的餐桌礼仪，其目的是找到他们的相似之处来帮助读者了解这种全新的文化。

关键字：餐桌礼仪背景； 中国餐桌礼仪； 西方餐桌礼仪； 差异

第 2 页 共12 页

20xx年毕业论文 A Comparison of Table Manners between China and West

I. Introduction

Etiquette is the process and means to show respect to each other in interpersonal relationship by certain, common procedures. The etiquette can be said to be a person’s enternal appearance of inward cultivation and quality. Especially the table manners, because the most frequent contact between different countries mainly focus on the daily life. The table manners is the common wealth of Chinese civilization and the western civilization. So the importance of the table manners seems to be more noteworthiness. Table manners are an essential prerequisite for the existence and development of mankind. Different nations create a different table manners culture. So the table manners have a strong national character and cultural diversity. With the continuous development of Eastern and Western cultures, East and West table manners are converging. We all know the table manners are an important part of the food culture. It is order and specification in food culture. Such as the seat of the direction, serves food order and communication at the table and so on. They are all included the etiquette of table manners. Table manners is actually the contents of our daily lives, but why we call it culture? That is because the table manners has special status in the Chinese culture, and it also has a great distinction between china and west. China, as a developing country, has a long history. China’s table manners have a history almost as long as that of Chinese civilization. With the development of the world and globalization, the table manners became more and more popular. But countries have different historical and cultural heritage of different countries during the ceremony, yet there are a lot of differences in different countries. Especially china and west.

Differences between Chinese and Western table manners are influenced by the Chinese and Western philosophy and various social factors. Thus, understanding the table manners culture between china and west is very necessary. They help us to be civil to one another. Studying these cultural differences, we can find out a joint enhancing the communication between china and the west through a comprehensive study of the subject. It maybe a great help to the communication of the Chinese and Western culture.

III. Background information about table manners

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20xx年毕业论文 A Comparison of Table Manners between China and West

Table manners are the rules of etiquette used while eating, which may also include the appropriate use of utensils. Different cultures observe different rules for table manners. Each family or group sets its own standards for how strictly these rules are to be enforced. Table manners have a long history. According to historical records indicate that according to the documents, the Zhou dynasty had developed a set of fairly perfect the system. In particular, KongZi had served in the country offer liquor to Confucius, he praised highly the successive dynasties. Table manners mainly includes: how to speak at the table, how to dress at the table, how to behave politely and place settings, etc.

IV. The relationship between the two kinds of table manners

A. Different Attitudes towards Banquet Time

1. Lateness in Chinese dietary culture

Edward T. Hall, who is well-known for his discussion of time across cultures, proposes that cultures organize time in one or two ways: either monochromic (M-time) or polychromic (P-time). He also points out that M-time is the characteristic of people from Western countries in Europe and America, while P-time is the characteristic of people from Asia, Africa, and Latin America.

According to Hall, P-time cultures deal with time holistically. People in such kind of cultures do not emphasize scheduling by separating time into discrete, fixed segments. They treat time as a less tangible medium so that they can interact with more than one person or do more than one thing at a time. They do not perceive appointments as iron-clad commitments, therefore, in these cultures, personal interaction and relationship development are far more important than making appointments or meeting deadlines. As explained by Hall, “Polychromic cultures are by their nature oriented to people. If you value people, you must hear them out and cannot cut them off simply because of a schedule”. For them, feelings of wasted time are not as prevalent or serious as in M-time cultures.

Since China is a country that falls into the category of P-time, Chinese people are inclined to be little later than what is scheduled when participating in some activities, like banquets. Normally, they would be half an hour later or even longer. In order to fill in this “blank” period of time, some entertainment, such as playing cards or

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20xx年毕业论文 A Comparison of Table Manners between China and West

chatting with other, etc. is arranged, and some snakes like watermelon seeds or a variety of sweets are for those who have arrived “earlier” to “kill” the time. Both host and guest get used to it and would not interpret this kind of lateness, whether consciously or unconsciously, as the disrespect to the invitation or an impolite behavior. Sometimes, a host even deliberately set the time earlier, providing more “space” for guests’ lateness.

However, this orientation to time is not always unchangeable. According to the survey made by Professor HuWenzhong and his students among Chinese students, only 17% of the interlocutors chose to be 5 or 10 minutes later when attending a banquet. Actually, with the development of cross-cultural communication, more and more Chinese people, especially the young are gradually influenced by the M-time in Western countries and begin to appreciate and observe the rule of being on time.

2. Punctuality in Western dietary culture

By contrast, people in M-time cultures live their lives quite differently. As a matter of fact, “People in the Western world find little in life exempt from the iron hand of M-time”. Hall writes that, “People of the Western world, particularly Americans, tend to treat time as something fixed in nature, something around us and from which we can not escape; an ever-present part of the environment, just like the air we breathe”. As the word monochromic implies, this approach sees time as lineal, segmented, and manageable. Time is something we must not waste, we must be doing something or we feel guilty.

Hall concludes that, “M-time, on the other hand, is oriented to tasks, schedules, and procedures. As anyone who has had the experience with our bureaucracies knows, schedules and procedures take on a life all their own without reference to either logic or human needs. And it is this set of written and unwritten rules—and the consequences of these rules—that is at least partially responsible for the reputation of American business being cut off from human beings and unwilling to recognize the importance of employees morale”.

Therefore, appointments and schedules are very important to them. Unlike Chinese people, people on M-time cultures tend to follow precise scheduling. Once the time is set, it is rarely changed, and people should take it seriously. Usually everyone is suppose to arrive on time when attending a formal banquet or meeting appointments. Sometimes, it is also acceptable that people can be a little later, but no more than 10 minutes; otherwise his behavior will be regarded as inappropriate or

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20xx年毕业论文 A Comparison of Table Manners between China and West

insulting to both the host and other guests. In America, if someone is late for 20 minutes, he has to mumble some apologies. And if he is late more than 30 minutes, he is thought to be impolite or to have met some emergencies. In a word, in M-time cultures one who violates the rule of punctuality shall be punished seriously

B. Differences in Dietary Patterns

The Chinese and Western dietary patterns are very different, and these differences affect the national character. In China, a celebration, no matter what, there will be only one form, as sitting together, sharing one feast. Banquet uses round table, which has created a unity of form, which is courtesy, comity atmosphere. Cates are in the center of the table. It is the objects for people to appreciate and taste, and it is also an intermediate of communication. People toast each other and share the vegetables, which reflect the mutual respect between people in the face of the good things, also show the virtues of comity. Although from the health point of view, this approach has obvious deficiencies, but it is in our national “happy” mentality, it reflects the classical Chinese philosophy area of “and” impact for future generations. It is helpful to facilitate the collective emotional exchanges and consequently difficult to reform.

The western-style banquets, although the food and wine are very important, but in fact they are just foil. The core of Banquet is friendship, by the conversation with the guests who sitting next to achieve the purpose of recreation. If making an analogous compare between the recreation of the banquets and dancing, it may be said that the Chinese banquet is like group dance, and the western banquet is like men and women dance. This shows that communication purpose of Chinese banquet and western banquet are very obvious. Only the Chinese banquet is more popular in the communion, but western banquet shows guests reflected in the friendship among neighbors. The more obvious differences between Chinese and western dietary patterns is buffet dinner which is popular in the West. This method is to display all food, and everybody is picking not fixed in his or her places to eat. They walk freely. This approach would provide the emotional interaction between individuals; they never need to put every word on the table. This also shows a western personality and self-respect. However, all the eating without jamming lacks the real affective tone like the Chinese people.

V. Table Manners

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20xx年毕业论文 A Comparison of Table Manners between China and West

A. Chinese table manners

Chinese table manners of families have no intrinsic quality even there are different regions and positions. No matter three meals a day or guest’s arrival, always bowls with chopsticks, food with soup. There is no rule for how to put the tableware. What people care about more is not the gorgeous tableware but the sumptuous food. People’s dining position reflects the most obvious etiquette of Chinese table manners. In ancient society, men are supreme, and women are not allowed to sit with men on the same table. Although this is modern society, this kind of ancient etiquette still remains. Today in China, the phenomenon that men sit on the table before women can be found everywhere. The master of a family usually sits on the first-class seat. The first-class seat is usually near the interior of a room facing to the door. Once there is a guest, the master will offer the first-class seat to the guest politely. If it is an ordinary meal of family, families should start after the elder. If there is a guest, the master offer the food to the guest is essential from the beginning to the end. And the tradition of urging others to drink is also a special phenomenon. Even there is no official table manners’ in China, while there is “eating behavior”. Once there is “eating behavior”, there must be some eating manners up to standard.

Here are some characteristics on Chinese eating:

1. Keep your eyes on the meal, especially at the beginning of the meal.

2. When eating, keep your bodies forward, and face to your food.

3. It is allowed to spit the bone on the tables.

4. When chewing, it is allowed to make some rhythmical noisy of chewing.

5. Traditional Chinese meal doesn’t need the public chopsticks.

6. Traditional Chinese meal doesn’t have the sweet snacks after meal.

B. Western table manners

The biggest difference in table manners between Chinese and western is the details of table manners can be as clear as the specifications what can exactly give people correct manners to refer to.

Here are several typical manners what can illustrate the rigor of Western-style food:

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20xx年毕业论文 A Comparison of Table Manners between China and West

1. The western-style food official drinks the soup posture request to enter in advanced the soup with the ladle to oneself far that one side, then to leaves the direction which oneself goes far away to delimit lightly abundantly.

2. When dines in the process, if you need to put down the knife, the edge faces oneself assumes in the plate as 10 o’clock shape. The tool bit is the hand of a clock, the hilt is the minute hand); the jaw buckles in the edge of a sword, the jaw direction 2 o’clock. The knife and fork assumes but actually V glyph. But V glyph knife and fork places the tray lower part (to depend on your direction).

3. The knife with forks parallel places in the plate 5 o'clock positions when dines finished. Approximately the knife or forks the total length 1/3 handle department dew in tray edge exterior. The fork downward buckle on the plate, the knife’s edge faces to you.

4. When eat the bread, we must tear down the bread by an entrance scrap, not nip directly with the mouth. The butter should be in before you put in the mouth. Do not wipe beforehand the entire bread the full butter.

5. The American tableware arrangement is: Center is big plant for the main meal, knife (Altogether three: the sand broach, the main table knife, the fish knife, all knife edges face to left) and spoon in right side.

C. The differences in the Western and Chinese table manners

1. Different Ways of Serving the Food

When having meals, Chinese people sit around the table and share the food in the same plate. No matter it is a dinner of an ordinary family or a formal banquet, Chinese would always share the dishes regardless of gender, age and social status. In fact, this practice can be traced back to the proto history age when Chinese began to offer the sacrifice to gods. The sacrifices couldn’t be eaten by gods, so our ancestors shared the food after the fete. This was initially called the “totem meal”. The totem represented the animal people ate most frequently, therefore people believed the animal to be their forebear, because their life came from and were sustained by it. Of course, people couldn’t consume their animal of totem at their own will, yet they could eat it on some special occasions. Since people of the same clan had the same forebear, everyone possessed the so called “flesh-and-flood relationship” with it and should be given his share of the flesh of the animal. It is the primitive practice of the Chinese way of sharing food in the same plate. By sharing the food together, people

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20xx年毕业论文 A Comparison of Table Manners between China and West

also shared the identity of the same community. The most severe punishment was to prohibit someone from taking part in the totem meal, which meant that he or she was exiled from the clan. The totem meal later developed into the banquet held after the fete in Shang Dynasty, then into daily Chinese food-sharing customs in Tang dynasty.

At the beginning, the westerners shared food in the same plate. They even used hands and dipped their fingers into the gravy, but they had to wash their hands in front of the others before the meal in order to show their respects toward others. However, the table manners started to change dramatically since the Renaissance. In this era of revival of humanism and human dignity, the Renaissance scholars not only tried to break the shackles from the Catholic Church and till the garden of art, but also advocated the reform of etiquette. In the book On Civility in Children, Erasmus1 prescribed a set of table manners, which the loyal members should obey so as to respect others dining with them. The separate eating practice we are familiar with finally came into being in the 17th century. The westerner thought it was necessary to eat separately for the sake of sanitation and respect for individual dignity. In this eating practice, people can order their own food, enjoy personal freedom and give every person the equal sense of respect.

2. Different Tableware

There are many stories about the invention of the chopsticks, but it is unlikely for us find out the real one. Legend has that Dayu, a king of Xiang Dynasty, already used chopsticks when eating. The Chinese American Nobel Prize winner, Tsung-Dao Lee considered chopsticks to be a brilliant invention for they are the extension of human hand and can function almost like the fingers. Moreover, more cultural connotations can be generated from the using of chopsticks. Holding the chopsticks and using them to eat require the inward force. From this, we can sense that Chinese culture is more conservative that expects people to be more reserved. Yet being reserved doesn’t necessary mean that we are free from aggressiveness, because Chinese need other ways to release the force. Through out the history, Chinese never lack the internal conflicts, which we call “Wo Li Dou” (internecine struggle). There were countless conflicts in loyal court in every dynasty, many of which were tragic. One of the extreme examples is Chiang Kai-shek’s policy made when Japanese invaded China. Chiang stuck to the policy that if Chinese were to resist foreign aggression, we must first get rid of the enemy within the nation. This policy proved to

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20xx年毕业论文 A Comparison of Table Manners between China and West

be self-destructive and led to the turmoil and catastrophe of the nation. We Chinese focus more on the internal relation rather than the external matters.

Unlike Chinese, the westerners use knife and fork as tableware. Knives were used at least two-and-a-half million years ago, as evidenced by the Oldowan2 tools. To lift the cut-up meat to mouth, westerner began to use fork alongside with knife. Cutting and stabbing are movements using the outward force, which also indicates westerners’ tendency of outbound expansion. Interestingly, knife was invented by the western nomads to bring with them for cutting meat whenever they wanted to. The continent of Europe is rather small and surrounded by oceans, so the resource and land is limited. As a result, there was no soil for the farming civilization. Since they couldn’t find enough space for development within their country and even their continent, the westerners were eager to explore the outside world and extend their territory for more material wealth. For instance, during the “Great Discovery” of the 15th century, Europeans sailed around the globe and colonized many strange lands. The outbound aggression is reflected in their daily behaviors and utilities, including the tableware. Compared with Chinese, the westerners pay less attention to the internal contradictions.

3. Different Dining Atmosphere

In China, almost at every banquet, people would urge others to drink, fetch food for others and chat loudly. The lively atmosphere serves as a symbol of reunion. Urging others to drink is a necessity in China, for it shows the intimacy among people. If a person asks someone to drink a toast, the one being asked must respond positively and drink without any hesitation. The more a group of people drink, the closer is their relationship. Chatting is an essential part of the banquet, and everybody will join in it. Loud talking and laughing are rather common, though westerners may regard it to be rude and vulgar. Chinese hold that eating is the prior joy of life, so we should enjoy ourselves as much as possible during the meal. Being too elegant and quiet at the banquet can mean a distant relationship among people, because bosom friends and relatives should feel at ease when sit together and express their affection by words and actions.

Nonetheless, the atmosphere at the banquet is different in the west. During the banquet, especially the one for business, people dress formally and behave carefully and gracefully. Loud talks and violent movements are regarded to be impolite. In addition, people never urge others to drink or eat and take care that they don't drink

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20xx年毕业论文 A Comparison of Table Manners between China and West

too much. Conversations are mainly carried out between the host and the guests, because the formal banquet is an occasion focusing on the communication between the two. Another form of meal different from the Chinese eating practice is the buffet. At a buffet, people can choose the food they like, go around and socialize with others. This kind of practice give people more freedom, while it may seem too apathy for the Chinese, for people don't get together as a whole. The dining atmosphere is actually a manifestation of the spirit of independence of the westerners. People treasure the individual autonomy and personal will more than the sense of community.

VI. The underlying reasons for the differences

The eating customs and practices may sound trifle to many people, but we can recognize the cultural differences between China and the west. To be more exact, we see the different value of community of the two cultures.

The core of the Chinese culture is collectiveness. It means that every single person is a member of the community, who is an inseparable part of the whole. Since all members share the same will and characteristics, the interests and honor of the community are also shared by the members. Therefore, personal will should be submitted to the will of the community. When the individual behave according to the common will of the community, the community must be responsible for the consequence of the behavior. The individual fate depends largely on that of the community. Even though dining seems to be a small thing, it is by no means a matter only concerning the individual. Consequently, Chinese people sit around the table and share food in the same plate to show their sense of community. If everyone order only what they like and eat separately, why do they get together? On the other hand, too much emphasis on the community may lead to the neglect of the individual will and dignity and suppress people’s willingness and passion for outward expansion and exploration. According to the materialistic dialectics, all substances are in constant movement. Now that the outbound movement is blocked, as it is reflected by the using of chopsticks, the internal movement —— conflict occurs.

However, the core of the western culture is individuality. Westerners believe that every person is an independent individual with his own will and characteristics. As a result, the individual should be responsible for his own behaviors and should pursue his own happiness all by himself. It is the same with dining. Everyone enjoys the

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20xx年毕业论文 A Comparison of Table Manners between China and West

freedom of choosing their own food and decides whether to drink or not, so long as they don’t do harm to others. No one can impose his will on other, such as force others to drink. In order to respect themselves and others, people act gracefully at the banquet to demonstrate their good cultivation. When there is less restrictions from the community, people like Columbus and Matteo Ricci can explore the outside world and fulfill their own ambitions. Yet, attaching too much importance to individual may result in the alienation among people.

Undoubtedly, a person exists as an individual, as well as a member of the community. Every culture would admit both the individual and the community, but the different lies in that Chinese culture place priority on the community and the western culture value individual the most.

VII. Conclusion

The table manners culture is rich and abundant, which has surpassed a form for supporting human survival and reproduction. Different table manners and practices can be analyzed through the differences in value of community between the west and China.

Firstly, the different ways of serving food has gone through a long historic process before it came into being, from which we realize the different priorities people from the two cultures put on individual and community. Secondly, the different tableware can be explain by the different focus of the people on the matter within the community and the world outside the community. Last but not least, the different dining atmosphere is determined by the distinct relations between individual will and the will of community.

In sum, the different table manners and practices is the embodiment of different value of community. Chinese culture values collectiveness most, whereas western culture believes in individualism. Bearing this in mind, we can conduct more efficient and sound communication with the westerners, thus we may contribute to the exchange between different cultures.

Works Cited

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20xx年毕业论文 A Comparison of Table Manners between China and West

Samovar, L.A., & Porter, R.E., A Reader. USA: Wadsworth

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Craig Claiborne. New York, Warner Books, 1992. 贾玉新.跨文化交际学[M]. 上海：上海外语教育出版社,1988.

刘佩华.中外礼仪文化比较[M]. 广州：中山大学出版社,2005.

姚伟钧.中国饮食礼俗与文化史论[M]. 武汉：华中师范大学出版社,2008.

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