20131202-王小康-一个国际化自卷烟的启蒙故事

第一篇：20131202-王小康-一个国际化自卷烟的启蒙故事

An International RYO Primer ——The United States is a Great Case Study in RYO History 一个国际化自卷烟的启蒙故事

——美国：研究自卷烟历史的极佳案例 BY DOUG KENNEDY 作者：多格.肯尼迪

编译自《烟草产品国际》网站，原文地址：http://www.xiexiebang.com/

From an international perspective, the roll your own(RYO)cigarette market is a distinctive, upscale segment of the tobacco industry.It enjoys a fine tradition, one that appeals to selective consumers.Even so, members of the RYO industry have struggled in recent years to thwart a subversion of the RYO franchise, especially in the United States.从全球范围来看，自卷烟是烟草行业中一个独特而又高端的市场。它有着优良的传统，并吸引着那些十分挑剔客户。即使如此，近年来自卷烟行业中的成员们还是不断抗争，挫败了企图颠覆自卷烟特许经销权的阴谋，尤以美国最甚。This struggle involves opposing the remarketing(or positioning)of loose tobacco–and, by extension, RYO itself–as a ―cheap‖ alternative to packaged cigarettes.This subversion is often simply the unintended result of attempts by some to market loose tobacco in a bid to avoid higher taxes on packaged cigarettes, but the resulting characterization of RYO as an alternative to cigarettes ultimately serves to drive the image of RYO down.This has made the RYO market difficult to understand and even more competitive.这场抗争包括了抵制散装烟草的再营销（或者再定位），而自卷烟本身则进一步成为了盒装卷烟的“非常划算”的替代品。为了力图避免盒装卷烟更高税赋，人们会在营销散装烟草时做各种尝试，并通常会造成这样“颠覆常理”的意想不到的结果。但是将自卷烟界定为卷烟的替代品却最终拉低了自卷烟的形象，这让自卷烟市场变得难以琢磨，并且变得更加竞争激烈。

So, where does RYO stand now? It comes down to who has remained in the game and who has managed to thrive in today‘s RYO market, despite the downward pressure on the industry.And there are many international lessons to be taken from a review of RYO‘s recent history, especially from America.那么，自卷烟现在怎么样了呢？尽管在这个行业中有向下传导的压力，但自卷烟对这些人来说就在身边：他们在这场博弈中仍然屹立不倒，并且试图在今天自卷烟市场中大有作为。回顾自卷烟近来的历史，有很多国际性的经验可以汲取，特别是美国。

Looking back to the mid-‗90s, which is about the time that a serious interest in making one‘s own cigarettes began to develop in the United States, there were nearly a hundred brands of high quality rolling tobaccos available in the world.These brands were produced by the United States, Canada, Europe, Greece, Turkey, the Balkans, Asia and South America to name the most prominent, but even Africa and India provided some useful leaf.回到上世纪90年代中期，当时在美国一股制作自己卷烟的浓厚氛围开始兴起，而在世界上有近一百个高质量的手工卷烟品牌。这些品牌来自美国、加拿大、欧洲、希腊、土耳其、巴尔干半岛、亚洲和南美洲，令人津津乐道；此外，甚至非洲和印度也贡献了不少令人满意的烟叶。Since then, some of the most popular brands have disappeared or are no longer available in the United States.Brands like Three Castles fell into this category and have never been replaced in America, except for a few clones that arose following trademark acquisitions, when the Europeans and other countries decided they would no longer send their tobacco westward to the American market.With few exceptions, these New World copies were inferior to the originals.不过在那之后，一些曾在美国最受欢迎的品牌就消失掉了，或者是一蹶不振。当欧洲或其他国家决定不再向“一路向西”的向美国市场输送他们的烟草产品的时候，除了一小部分引发后来商标并购案的仿冒者以外，像“三炮台”这样的品牌在美国就再也没有被撼动过。除了极个别的例子，从其他地区来的仿制品牌都不如原来的本土产品那样好。

For instance, a similar product to the Three Castles Blend is available in America in a product from D&R Tobacco by the name of 3 Sails.Some consider it better than the original, using a pure Golden Virginia leaf(less ―biting‖)compared to the Bright Virginia leaf of the original brand, which was delivered in a beautiful can and was so moist(almost wet)that it was dried before injector use.Consumers will recall that the original Three Castles had that singular characteristic of all Bright Virginia‘s, that ―sting‖ to the throat, and that it was designed from the beginning to be hand-rolled.例如，研发烟草公司的一种与“三炮台”混合型类似的产品以“三帆”牌的名字投放到美国市场。有些人认为新产品比“三炮台”要好：相比较于“三炮台”品牌的弗吉尼亚亮烟叶，新产品使用了纯的弗吉尼亚金烟叶（刺激性更小），被装在漂亮的罐子里来运输。不过“三帆”牌的烟草是如此之潮（几乎是湿的）以至于需要在放如灌装器前需要做干燥处理。消费者会回忆起老的“三炮台”牌用弗吉尼亚亮烟叶时个性鲜明的特征：在喉咙里那种“带劲”的感觉，因为“三炮台”牌从一开始就是做为自卷烟而设计的。

Still, there are various sized cans that remain available, like Drum, which was at one time the most popular highgrade Dutch/European tobacco available in the United States and was sold in most general merchandise environs right alongside the less sophisticated Top brand from Republic and Lane, Ltd‘s brand, Bugler.Drum remains one of the most popular blends in Europe and the world.However, Drum(the original Dutch version)dropped out of the American market and the trademark was obtained ―for the United States only‖ by Republic Tobacco, which proceeded to make another version of it.After a time, and with a lot of coaxing by customers and publications, Republic improved Drum quite substantially, though it is still considered to taste substantially different from the original.It is interesting to note that Americans continue to seek the original Drum when they travel abroad, either bringing as much as possible back with them or perhaps having friends send it to them directly from Europe.当然，市场上还有其他罐装的烟草在售卖，像“鼓”牌手卷烟，曾经在一段时间里成为美国最流行的高品质荷兰/欧洲烟，在排行榜中排名仅次于共和烟草公司的“号手”牌，并且在绝大多数常规商店中都有销售。今天，“鼓”牌混合型手卷烟仍然是和欧洲及世界上的最畅销品牌之一。不过“鼓”牌（最初荷兰版）退出了市场，其商标被共和烟草公司以“只可在美国市场销售”的名义收购，该公司进而将其改组成其他版来销售。一段时间后，因为饱受客户及媒体的嘲讽，共和烟草不得不在很大程度上改进了“鼓”牌手卷烟的品质，但大众仍然认为新版的“鼓”牌与原始版的尝起来差异巨大。很有趣的是，美国人在出国旅行的时候仍在继续的寻找着最初的“鼓”牌手卷烟，要么是能带多少回来就带多少回来，要么是让他们在欧洲的朋友们直接邮寄回美国。

There are several other RYO brands of serious note that have experienced similar outcomes.Imperial Tobacco‘s Gauloises was considered a favorite tobacco by many.It was a halfzware like Drum(halfzware is dark-fired tobacco with a very distinctive taste)but it had more birdseye(slim discs of tobacco stem)which gave it a woody, smoky taste that was quite satisfying.Imperial‘s Caporal(in a lighter blue package)comprises what is often referred to as ―black tobacco,‖ which is almost grainy in texture and quite strong.The Gauloises halfzware in the darker blue package was much milder and had a lot more flavor, but it is now gone completely from the American market.Other halfzware blends like Bali Shag and Samson are made with great dark fired tobacco and stuck around a bit longer in their pure European origins but they were eventually sold to companies like Commonwealth and Conwood.The resulting products often began to degrade.根据正史记录，还有其他的自卷烟品牌也经历了类似的遭遇。很多人都非常喜欢帝国烟草的“高卢”自卷烟。它是与“鼓”牌类似的“手烧”式自卷烟（“手烧”——荷兰语halfzware，是一种烤制成深色的、具有特殊味道的烟草），不过其有更多的鸟眼般的木节（在烟草茎秆部分上有很多小的如鸟眼大小的圆节），这样的特点使其抽起来有木头的味道、烟雾也更多，让人非常过瘾。相比于“高卢”牌手卷烟，帝国烟草公司的“上等兵”牌卷烟（以浅蓝色烟盒包装）经常被称作“黑烟草”，这种烟草几乎是颗粒状的，而且口味很冲。用深蓝色烟盒包装的“高卢”牌手卷烟更加柔和，而且有多种口味可供选择，但是现在美国市场上已经彻底消失了。其他像“巴厘切丝”和“狮子头”这样的混合型手烧手卷烟由相当好的深色烤烟烟叶制成，在欧洲其原产地经营的时间稍微长一点，但其最终也不得不被出售给了英联邦烟草公司和康沃烟草公司，此后的产品质量便开始下降了。

Samson‘s was a strange adventure.Initially imported by Lane LTD, Samson was sold to Conwood(like Commonwealth, both companies were more focused on their lower tier cigarettes and moist snuff)which was ultimately bought out by R.J.Reynolds, which had also acquired American Spirit.The descriptive label on Samson changed from Halfzware Shag to ―Original Blend,‖ although the tobacco cut and taste did not resemble the original Samson too closely.“狮子头”牌手卷烟的出售是个奇特的冒险经历，其最初由航道烟草公司引进，之后“狮子头”牌被卖给了康沃烟草公司（该公司与英联邦烟草公司类似，两家公司都更关注于其更低级的产品以及湿鼻烟）。康沃烟草公司最终又被R.J.雷诺兹烟草公司购买，而R.J.雷诺兹烟草公司也收购了“美国精神”牌手卷烟。“狮子头”牌的标示商标由“手烧切丝型”变成了“原始混合型”，当然烟草的裁切和口味都与原来的“狮子头”牌大相径庭了。

Peter Stokkebye‘s Signature blends remain available in the United States and one in particular, Stokkebye‘s Amsterdam Shag, is considered by those with mature palates to be the finest halfzware in the world.McClintock was one of the most popular blends in America when it was owned by Stokkebye, but as it was actually running as a loss leader.The company eventually sold the brand to RBA/Commonwealth(owned by Imperial Tobacco), which moved McClintock‘s production from Denmark to Poland where it was later turned into an expanded tobacco product.McClintock, which is still advertised as expanded tobacco, is no longer made in Poland and is said to be made in Germany.彼得·斯托克白公司签名混合型手卷烟现在仍活跃在美国市场上，不过让人惊异的是，斯托克白公司的阿姆斯特丹切丝手卷烟，被那些资深烟民们公认为全世界上最好的手烧手卷烟。“麦克林托克”牌在归属斯托克白公司时，仍是美国市场上最受欢迎的混合烟之一，但其实际上是个失败的市场领导品牌。公司最终将该品牌卖给了RBA/英联邦公司（该公司归帝国烟草公司所有），RBA/英联邦公司将“麦克林托克”品牌从丹麦转移到波兰运营，之后又将其变为延伸烟草产品。“麦克林托克”虽然作为延伸烟草产品而继续大做广告，但其已经不在波兰生产了，据传言改在了德国生产。

ZigZag is a bit less exotic, but its tobacco blends remain popular because of their uniquely American taste.ZigZag is considered a great transition for American smokers moving from packaged cigarettes to the ostensibly finer real tobaccos.This transition leaves many feeling quite satisfied as ZigZag products are purer than almost all packaged cigarettes by several orders of magnitude.Some folks go beyond the transitional phase and wind up remaining true to ZigZag blends indefinitely.“锯齿”牌手卷烟是美国本土产品，因为其独有的美国口味，该产品仍十分流行。对于美国烟民来说，“锯齿”牌手卷烟代表着一个由带包装卷烟向可见的、更加优质烟草的巨大转变。这个转变让许多人感觉相当满意，大家觉得“锯齿”牌的产品比几乎所有带包装的卷烟要纯好几个数量级。有些美国人在经历过这个转变阶段之后，从此对“锯齿”牌混合型手卷烟变得忠诚不二。

Of course, R.J.Reynolds‘ American Spirit, which was wisely left unchanged by its new owner, retains its additivefree nature.Its latest blend, referred to as ―US Grown‖ comes in a beautiful dark blue pouch or can.This mild, American-style pure tobacco has a great taste.当然，R.J.雷诺兹烟草公司公司旗下的“美国精神”品牌，被公司十分精明的做了原样保留，保持了其绝无添加成份的本质。它最近的混合烟被称为“美国本土种植”，由漂亮的深蓝色烟袋或烟罐来包装。这种醇和的、美国风格的纯烟草的口感相当棒。

Today, of course, American smokers generally prefer the form factor of the filtered cigarette, as does most of the world market.That said, the downscale marketing philosophies

that

shook

the

quality-above-cost connoisseurship of the hand-made cigarette and transformed it into the ―poor man‘s cigarette‖ were misguided at best.This serious mistake may have contributed to many of the subsequent increases in taxation on pure rolling tobacco as well as decreased interest by those of means(and those concerned with ―image‖)who smoke regardless of income.的确，今天的美国烟民主要抽带过滤嘴的卷烟，世界上绝大多数地区也是如此。也就是说，所谓萎缩市场营销哲学理论使人们不再相信手卷烟“质量高于价格”，以及将手卷烟认为是“穷人的卷烟”这些问题，实际上都是极大误解。这样严重误解会导致多种后果，包括对高纯度手卷烟烟草的增加税收，以及引发对价格不敏感烟民（以及高度在乎“形象”的烟民）对手卷烟关注度的下降。

As this publication focuses internationally, where many of the world markets for RYO are still emerging, the following admonition should serve as a valuable lesson to all those who wish to introduce RYO to their non-American customers: Forget the word ―cheap‖ and focus on quality above all else.Use the example provided by the incredibly fine rolling tobaccos produced by Peter Stokkebye, American Spirit and ZigZag(though ZigZag under its current name may not be available outside of the United States due to certain trademark issues with Republic Tobacco.)

因为这篇文章关注全球范围的情况，同时世界上许多自卷烟市场正在蓬勃发展，所以对那些想将自卷烟推荐给非美国客户的人来说，以下告诫是非常有价值的经验：忘掉“便宜”这个词，关注质量高于一切。回顾一下曾经制造出过传奇般优质手卷烟烟草的“彼得·斯托克白”、“美国精神”和“锯齿”等产品的例子吧（因共和烟草公司指定商标关系，“锯齿”在美国之外可能不使用现在的商标名称）。

We have seen great tobacco samples coming from many new nations and from most of the emerging worldwide markets.And many of those historic tobaccos that are now unavailable in the United States can still be found in various other countries.The United States is perhaps the toughest arena for RYO, but let‘s be frank: Much of the pain was self-inflicted by poor vision and the overwhelming ―cheap marketing schemes‖ against which the truly fine RYO tobacco products of the world had to compete, albeit at a great disadvantage.我们已经看过了来自许多新兴国家以及世界范围内蓬勃发展市场的了不起的烟草案例。许多具有历史性的烟草品牌现在在美国都已消失不见，但却在许多其他国家能看得到它们的身影。美国也许是世界上自卷烟行业最凶残的斗技场，但坦白地说：虽然有着不小的缺陷，但是世界上真正优质的自卷烟烟草产品应当充分竞争。自我造成的短视行为以及过渡鼓吹“廉价市场策略”的行为影响了这种竞争，从而成为行业之痛的根源。

It is also important to note that ownership and marketing of brands in the United States can differ greatly from ownership elsewhere in the world.And while the global tobacco industry is certainly under attack to varying degrees and in many countries, even that intense, global opposition to tobacco cannot compare to what exists in America.That said, it‘s really a handful of global companies that have the manufacturing capacity, distribution and underlying fiscal heft to continue to play a truly influential role in the world market.同样需要高度重视的是：在美国，品牌的归属体制和市场营销与全球其他地区的归属体制有极大的差异。尽管全球的烟草行业在许多国家正承受着不同程度的压力，甚至是十分剧烈的压力，在美国却不存在类似的情况。也就是说，确实有少量全球性的大公司以其制造能力、分销及财务实力在世界市场上继续扮演者至关重要的角色。

Republic Tobacco(Republic Technologies)has its premier Top and Gambler brands, which both promise to contribute to a much wider RYO audience.Rolling paper companies like Gizeh, Republic, Bambu, HBI(Raw, Elements, etc.)all have fine products that have maintained or developed significant positions on the world stage.And though the ownership of these brands has sometimes changed(depending on where you find yourself in the world)the rolling paper and tube industries are doing quite well.共和烟草公司（共和技术公司）有着顶级的和其他具有竞争性的品牌，这使其能拓展更为广阔的自卷烟市场。卷纸公司，如吉萨、共和、班布、HBI（原材料、元件及其他）等，都有上佳的产品，并在世界舞台扮演着或逐步成为重要角色。尽管这些品牌的归属权有时会有变化（这取决于你在世界上的什么地方看到这些品牌），但卷纸和烟管行业仍生意兴隆。New brands emerge frequently, like Roll4You, which is manufactured and owned directly by OP Papirna in the Czech Republic as part of the delfortgroup of companies.The delfortgroup has a long history of producing fine paper stock and these emerging brands are developing their true potential to produce even more.新的品牌市场出现，如“Roll4You”品牌，该品牌是由捷克共和国的OP帕珀纳公司直接生产和管理，该公司是戴尔福特集团的下属公司之一。戴尔福特集团拥有生产优质纸材的悠久历史，其新兴品牌正逐步展现出更加强大产能的真正潜力。

Injectors and hand rolling machines also abound, and Republic has more offerings than anyone else with their TOPO-Matic line including the beautiful T2 top-of-the-line version, as well as their small disc-shaped Gamble crank injector which remains a popular choice among consumers.灌装器和手工卷烟机器比比皆是，但是由于其包括T2顶级版本在内的拓扑自动生产线，共和烟草公司比其他任何竞争对手都能提供更多选择，例如该公司的小圆盘式转轮灌装器在消费者中间一直广受欢迎。

Republic‘s global reach could prove to be a great influence on the future of RYO worldwide, much like the delfortgroup‘s various factories have proven with the production of raw paper stock and finished consumer products.As far as the legacy tobaccos mentioned earlier in this piece that have disappeared from the American market, there is no reason to believe that they will not continue to be available elsewhere or even emerge once again on the world stage.Even Republic‘s version of Drum for the United States has become a worthy dark fired halfzware.Drum remains popular in the United States although it is different from the European version(owned elsewhere by Imperial Tobacco UK).共和烟草公司的全球化运营被证明对世界范围内自卷烟的未来有着极大的影响力，这与戴尔福特集团旗下诸多工厂以原浆纸产品和最终消费品证明的情况类似。至于在前面文中提到的那些已经在美国市场上消失的上一代烟草品牌，没有理由相信其不会在世界舞台上再次出现，甚至再次迸发出活力。即使是共和烟草公司推出的美国版“鼓”牌烟也已经成为了价值不菲的深度烤制的“手烧”烟了。尽管其与欧洲版差异巨大（在美国之外该品牌由帝国烟草英国公司所有），但其仍在美国十分流行。

Quality and innovation hold the only hope for the world‘s RYO industry if it is going to compete in the 21st century.Especially if it is to play a role in limiting the overuse of tobacco, Overuse leads to many of the problems associated with smoking and moderation could be emphasized in every market and the quality of a good RYO product is key to achieving that.对于自卷烟行业来说，如果想要在21世纪开展竞争的话，品质和创新是唯一的希望。过度使用烟草会引发有关吸烟的一系列问题，而保持合适的用量将在每个市场上被大大强调。如果自卷烟行业要在限制烟草过度使用方面扮演某种角色的话，确保高质量的自卷烟产品就是关键了。

The RYO industry must learn from its past.Lesson No.1 is simple: Don‘t repeat the ―race to the bottom‖ strategy of pricing.It is never successful for long and is usually a precursor of doom.It‘s an old story and the outcome is always the same: Cheap does not mean solvent.Diminishing a product‘s value leads to shrinking market share and reduced profits as a result of inferior quality.Cheap, in a word, is detrimental to the RYO business.There will always be those who can make things cheaper, but these cheaper products are all too frequently unsatisfying and they often function poorly.Cheap products make it very difficult for distributors to generate sales and to nurture brand loyalty.自卷烟行业必须从过去的经历中汲取经验教训。最重要也是很简单的：千万别在价格上再走“竞相拼到底”的策略。这种策略不会长久成功，而且常会导致市场低迷。这是老声常谈，结论也是一成不变：降价不会解决问题。降低产品价格会使市场份额萎缩，利润减少，最终会导致质量更加低劣。一句话，低价销售就是自卷烟行业的死穴。总会有人有办法把自卷烟弄的更便宜，但是这些便宜的产品通常让人心生不满且常常表现不佳。廉价的产品让分销商们很难开展销售，更别提培育品牌忠诚了。

Of course, RYO exists within the tobacco industry and the tough international regulatory environment remains a prime concern for all.And while it is true that the World Health Organization largely focuses its regulatory efforts on packaged cigarettes, elsewhere the proposed revisions to the EU Tobacco Products Directive are equally far-reaching.Manipulations in the law to compare RYO to packaged cigarettes(as occurred in America in the late ‗90s)are best opposed aggressively and early on.In fact, the mass consumption mentality of packaged cigarette smoking could be substituted in favor of fine quality RYO tobaccos, tubes and injectors(or hand-rolled in rolling papers)for personal use only.Moderation of consumption seems far more practical with a viable RYO category in the mix.当然，自卷烟既然存在于烟草产业中，那么对于各方来说强有力的国际监管环境仍然是一个首要关注的问题。世界卫生组织的确主要侧重其对带包装卷烟的监管，但其同时对欧盟烟草产品提出的调整指令同样意义深远。从早些时候起，在法律层面对自卷烟和带包装卷烟的进行对比就一直遭到强烈抵制（如上世纪90年代晚期在美国发生的情况）。事实上，对于仅供私人使用的高品质的自卷烟烟草、烟管和灌装器（或是由卷纸手工制作）存在的偏好，与广泛存在对带包装卷烟的消费心态是一致的。如果有可行的自卷烟类产品投放到市场中，适度消费似乎极具可能实现。

For a long time, America has been a trendsetter, both in manufacturing and consumption.But the past marketing of RYO in America as ―cheap‖ was most unhelpful.The international tobacco products community would be wise to remember the true measure of RYO‘s value, whatever the specific product is and wherever in the world that we happen to find ourselves doing business.长久以来，不论是在制造还是在消费上，美国一直是潮流领导者。但是自卷烟过去在美国的“低价”市场营销几乎毫无作用。不论我们所做的生意有什么特定的产品，也不论是在哪里做，国际烟草产品的伙伴们总会时刻牢记衡量自卷烟的有效方法。

第二篇：一个小村庄的故事说课稿--王彦丽

《一个小村庄的故事》说课稿

王彦丽

尊敬的评委：大家好：

今天我说课的内容是人教版三年级下册的一篇精读课文《一个小村庄的故事》，我将从以上六个方面来解说这篇课文。

一、教材分析

本单元的课文是以环境保护为主题编排的。《一个小村庄的故事》为我们讲述了一个美丽的小村庄，由于村里的人们不加节制地砍伐树木，最后受到大自然的惩罚——整个小村庄都被洪水卷走了的故事。文章文字浅显却寓意深刻：它呼吁人们要爱护树木，保护环境。相信这个略带伤感却又寓意深刻的文章，定会让学生对文本产生浓厚的学习兴趣。

二、重点、难点

《语文课程标准》指出：“中段学生在阅读时，要能初步把握课文的主要内容，抓住重点句子，体会作者表达的思想感情。”根据新课标、本单元训练重点以及学生实际，我确定了本课的教学重点为：通过理解含义深刻的句子，明白小村庄由“美丽”走向“毁灭”的原因。教学难点为：体会文中蕴含的深刻道理。

三、学情分析：

三年级的学生已经初步具有了分析理解能力，通过前面两课课文的学习，学生的心灵中已经潜藏着很强的环保意识，小村庄的故事能进一步把这意识激发起来。教学起来应该得心应手。教学时要充分发挥学生的积极性和主动性，让学生在自主学习，合作探究中逐步提高理解能力。

四、教学模式

苏霍姆林斯基曾经指出：“在人的心灵深处，都有一种根深蒂固的需要，就是希望自己是一个发现者、研究者、探索者，而在儿童的精神世界中，这种需要特别强烈。

根据这一理论，结合学生的特点。我采用了这样的教学模式。“科学导入——预习检查——生成话题——自主合作——集体交流——总结延伸。”让学生自身的语文能力在探究、发现、合作、交流等学习活动中得到提高与发展。

五、教学设计

本课共安排两课时,第一课时是学生预习，读熟课文。第二课时，学习课文。今天我说的是第二课时的教学设计。根据本课的教学目标和教学重难点及学生的特点，我确定以下六个教学环节： 一：创设情境，激活情感。二：检查预习，明标定向。三：对比质疑，生成话题。四：自主合作，探究原因

五、情感升华，感悟道理。六：联系实际，拓展延伸。

（一）：创设情境，激活情感。

上课伊始，我以多媒体呈现小村庄的图片，（问：同学们，这个小村庄漂亮吗？这么美丽的小村庄，到底会有一个怎样的故事呢？今天我们就一起去看看。师生共同板书课题《一个小村庄的故事》）这一环节通过直观画面刺激学生的视觉思维，激发他们的学习热情。

1、2分钟就完成了。

（二）、检查预习。

接着进入第二环节：检查学生预习。我采用指名读、齐读、指读的方式，先检查生字新词的朗读，并对个别难掌握的字词加以强调。第二步，我采用抽取重点段落指名读的方式检查课文的朗读情况。这一环节四五分钟就完成了。然后师生共同走进文本。进入第三环节。

（三）：对比质疑，生成话题。

利用多媒体出示“美丽的小村庄图”，引导学生运用课文中的语言，或运用自己的语言，描绘小村庄的美丽。接着出示这段文字，采取多种形式的读，帮助学生加深理解和感悟。

当孩子们还陶醉在小村庄的美景时，我接着播放了下面的画面。强大的视觉冲击引发了学生强烈的探究欲望，使他们迫不急待地想知道究竟是什么原因使小村庄发生了如此巨大的变化的？本课的探究话题由此就生成了。

[设计意图：这个环节我把课文重组，力求通过强烈的对比，把学生的求知欲迅速调动起来，将学生自然而然的引入到本课的重点。]。第四环节。

（四）：自主合作，探究原因。

自主、合作、探究式的学习方式是新课标所倡导的。针对小村庄变化的原因，我首先出示自学提示，1、自由朗读2至4自然段，勾画出让你感受最深的词句。

2、在感悟深的词句旁边写下自己的感受。在学生充分自读自悟后，再让学生参考提示，在小组内展开学习，探究小村庄毁灭的原因。在学生分小组合作探究时，我走进学生中间及时引导。学生经过有目的地思考，有针对性讨论，对问题产生了独特的想法。最后小组成员汇报交流的学习结果，把学习所获全班共享。在学生汇报交流时，我引导他们重点感悟这些句子：

1、“谁家想盖房，谁家想造犁，就拎起斧头到山上去，把树木一棵一棵地砍下来。”在这个句子中，孩子们能通过“谁家”、“拎起”、“一棵一棵”等词语时体会到人们上山砍树非常随意，没有计划。针对“拎”这个词让学生可以通过做动作来体会。同时指导学生把刚才的种种体会通过朗读展示出来。

2、“不管怎样，家家户户靠着锋利的斧头，日子过得还都不错。”

在学习这句话的时候，让学生通过比较读体会“还”的用字之妙，懂得人们的幸福生活过得很勉强，不会长久，这是一种创造性的阅读。

3、“一年年、一代代，山坡上的树木不断较少，裸露的的土地不断扩大„„树木变成了一栋栋的房子，变成了各式各样的家具，变成了应有尽有的工具，还有大量的树木随着房顶冒出的柴烟消失在天空。”这一段是文章的重点段。通过对“一年年，一代代”；两个“不断”的理解，引导学生感受人们对森林的破坏还在继续。同时这里连用了三个“变成”，构成排比。强烈的体现了人们的自私、随意。一个省略号，给了学生充分思考和想象的空间。在学生充领会的基础上，再一次让朗读成为语文课上最直接的感悟方法。我配上了这样的音乐指导学生朗读。

4我还设计了这样的口语练习。“一年年，一代代，人们肆意砍伐，森林变得（）;一年年，一代代，人们肆意砍伐，村前的河水（）；一年年，一代代，人们肆意砍伐，天空（）„„激发学生想象森林遭到破坏后，环境日益恶化的情景，这样的设计，源于文本而又高于文本，真正将语言文字训练落到了实处。（20）

（五）：情感升华，明白道理。

在语文教学中要重视情感、态度、价值观的正确导向。在学生充分了解小村消失的原因后。我问学生：“孩子们，面对着曾经美丽可爱而今却变成一堆废墟的小村庄；面对着曾经在此欢歌笑语，享受农家乐如今却命丧黄泉的乡亲们，你们想说些什么？”怎么样使这个小村庄重新焕发生机呢？”尊重学生独特的体验，同时让其明白课文所蕴含的深刻道理，并让学生懂得树可以砍，但要学会合理利用和维护。树立以人为本，但也要尊重自然，二者和谐统一的观念。

（六）：联系实际，拓展延伸。

适度的拓展延伸可以扩大学生的视野，升华情感，把语文学习引向生活中。在学生走进文本，走进作者的心灵后，接着进入第六环节。联系实际，拓展延伸。我让学生读读自己收集的有关环境污染的资料，然后观看我收集的环境污染的图片。在学生情感的波澜汹涌澎湃时，我鼓励学生在摘抄本上设计一句环保小标语。在学生说完自己创作的小标语后。我推荐给学生一些环保的名言警句。紧接着拓展一篇文章《云雀的心愿》。古人说：“感人心者，先莫乎于情”。孩子的心是纯真的、善良的。一系列的拓展，让学生更加深刻地理解了文本，与作者产生了共鸣。

作业设计

“语文是实践性很强的课程，应该让学生更多地直接接触生活”于是我又设计了这样的作业是：作业自选厅

1、以小组为单位，合作出一份“保护绿色家园”的手抄报。

2、以小组为单位，对学校周围环境进行调查研究，根据实际情况写出简单的汇报材料及补救措施，与同学交流。

3、推荐阅读：《马克·吐温保护树木》《长童话的森林》《地球只有一个》

让孩子们选择自己喜欢的两项来做。这样的作业让学生不知不觉中经历了从学到做、从读到写、从课本到实践的语文学习过程。

六、板书设计

这样的板书简洁明了，一目了然重点突出而又意义深远，深化了课文的主题。

七、课堂评价

现代教育理念提出：教育要关注人的生命。因此，在语文课堂上，要为学生创设一个和谐的生态评价环境，以促进学生的和谐发展。这节课我从知识与技能，过程与方法，情感、态度、价值观这三方面入手进行评价。

孩子们展示课文朗读时，看其是否做到了有感情，而采取教师评价和学生互评，及时给予激励性引导，提高学生的自信心。小组合作时，针对学生是否积极地参与其中，而采取小组评价。小组长先评价组内成员（学生互评），老师再根据小组的汇报情况，对小组进行整体评价。学生设计的环保标语一环节采取教师评价，老师及时鼓励肯定，鼓励学生大胆地去思考创作。

小结：

纵观本节课的教学设计，我处处以学生为本，努力追求语文的工具性和人文性的和谐统一。力求体现语文知识的综合运用和听说读写能力的整体发展。

以上是我的说课。谢谢大家！

第三篇：王方钰妈妈.一个诚实守信和感恩孝亲的真实故事

一个诚实守信和感恩孝亲的真实故事 二年级三班 王方钰妈妈

这是一个发生在我身边的真实故事:我的外甥女，在青岛上雅思,准备去美国留学,她利用业余时间，去打工，正好当时有一个车展，她与老板定好了时间和工资，每天一百元,共三天。第一天，由于她接人待物做得很好，老板给了她三百元，如果是别人，一定会接受，可是，她却拒绝了。到了第二天结束的时候，那位老板对她说:“明天没有事情，而且还下雨，你就不用来了，免得不安全。”第三天，外甥女还是去了，她冒雨挤公交车，为的，不是钱，而是诚信。老板很感动，最后给了外甥女九百元,还有一盒茶叶送给她的父亲。更让我感动的是，她辛苦赚钱，为的是给她爸爸买一样礼物。这个故事，我感触颇深:外甥女的孝心，让我感动，她的诚信,让我感到非常敬佩.现在的大学生,除了学习书本上的知识,基本上都是“两耳不闻窗外事,一心只读圣贤书”，而在她身上却体现了中华民族的传统美德——诚实守信和感恩孝亲。一颗诚实感恩的心是无法用金钱买到的,这种质朴醇厚的宝贵素质就是无价之宝,她能够履行承诺而取得了老板的尊重和友谊。打工经历也让她在实践中培养了独立思考,独立工作和独立解决问题的能力。这些东西将会在她以后出国的日子里受用无穷的。我因此用这个故事，来教育我的孩子:从小做一个有孝心，讲诚信，遵守诺言，拒绝不良诱惑(如钱财)的人。作为一个学生，最重要的，就是先诚信做人，再学习文化知识.在今后的日子里,答应别人的事就一定要做到,对自己的诺言也要坚持去做,做到诚实有信,这样才能拥有朋友,甚至更多人的信任。长大后步入社会才能立足,自己的气质也会无与伦比的。所以，作为一个学生的家长，更要尽其责,教育孩子做一个诚信的人。