商务导论英语教程_袁奇_9787302582625_河北知行文化传播有限公司

本教材以基本的商业活动为主线，从企业的创建到经营管理，系统培养学生对各种商业情境的认知和理解，训练其从事相关商务活动的基本能力。教材通过让学生置身于真实的商务情境，学习商务基础理论和知识，并进行商务实践的训练，为将来的职场竞争打好基础。全书共包含十五个单元，每个单元下设三大板块，并配有针对性的练习。教材另配有习题参考答案和 PPT课件，读者可登录ftp://ftp.tup.tsinghua.edu.cn下载使用。

商务英语是商务和语言的融合，是英语的一种应用变体。随着经济发展的全球化，中国已更广泛地融入各种国际商务活动，社会对具备商务英语专业技能的人才需求呈不断上升趋势。自从教育部于2007 年首次批准设立商务英语本科专业以来，经过十多年的发展，目前国内已有数百所高校开办了该专业。根据《高等学校商务英语专业本科教学质量国家标准》和《普通高等学校本科商务英语专业教学指南》（以下简称《指南》）的要求，商务英语专业人才的素养、知识与能力由商务英语运用能力、商务知识、跨文化商务沟通能力和人文素养等多个模块构成。在《指南》中，商务导论被列入商务英语专业核心课程中的必修课程，是商务英语专业课程体系中的一个重要组成部分。该课程旨在帮助学生掌握从事商务活动所需的基本理论和知识，提升管理能力和市场分析能力，培养风险意识，有效解决商务实践中的具体问题。通过课程学习，学生须做到能全面、系统地掌握商务组织运作的基本概念和知识；能系统地了解商务活动所涵盖的范围，掌握公司经营的外部环境以及公司的经营、管理、财务等方面的运作机制，为从事商务活动和进行相关理论研究奠定基础。
基于以上认识，我们编写了本教材，旨在让学生置身于真实的商务情境，通过本教材学习商务基础理论和知识，并进行商务实践的训练，为将来的职场竞争打好基础。本教材主要针对的是高等院校商务英语专业的本科生或研究生，作为其商务知识类课程的教材；或者商务相关专业的学生，作为其专业英语或者双语课程的教材；也可作为从事商务相关工作英语爱好者的阅读材料。
全书分为十五个单元，每单元设置一个主题，以基本的商业活动为主线，从企业的创建到经营管理，系统培养学生对各种商业情境的认知和理解，训练其从事相关商务活动的基本能力。这十五个单元包括商业环境、企业家精神、发现商机、创建企业、组织结构、员工招聘与培训、员工激励、企业文化、生产与产品、市场营销、财务管理、企业融资、企业的社会责任、进入国际市场、电子商务。
在编写本教材时，为了增强学习效果，编者对每个单元的结构进行了特别安排。
，每单元开篇设定明确的学习目标，并设计了关于该单元内容的思考题，以激发学生的学习兴趣。
第二，每单元精选一篇课文。通过阅读课文，学生不仅可以熟悉专业词汇和特殊表达方式，还能了解该领域的主要概念。文后列有文中的关键词汇，并给出了中文解释，这样既便于学生快速理解和记忆词汇，同时也有助于他们理解课文。
第三，每单元课文后都设计了一些针对性练习，题型涵盖问答题、判断题、完形填空、句子翻译等。练习题后还提供了一个案例分析，让学生运用本单元所学知识来分析问题，进行讨论。单元后设置了两类任务：商务报告和观点陈述，让学生做一些实地调研活动，或者进行发散性思考，并且口头报告其调查结果。这既可以巩固学生的商务专业知识，又可以锻炼其在讨论商务话题时的英语表达能力。
本教材是中南财经政法大学2021 年度本科教育教学改革项目的研究成果，出版得到了项目经费资助，我们对学校的大力支持表示感谢。本教材也是2018 年国家精品在线开放课程商务英语的配套教材，该课程的建设单位为中南财经政法大学外国语学院，本教材编者即为该课程的负责人和主讲教师。商务英语慕课于2020 年入选首批线上一流本科课程，目前正在中国大学MOOC和中国高校外语慕课平台（UMOOCs）滚动开课，对全社会学习者开放。截至2021 年7 月，已有超过13 万商务英语爱好者直接参与该课程的学习。国内有多所高校将该课程作为线上线下混合式教学的线上资源使用。
本教材的目标在于，一方面教给学生未来工作所需要的一些基本商务知识和技能，为其进一步深入学习商务知识打下基础；另一方面帮助学生扩展商务词汇，在商务环境中自由而充分地运用英语进行交流。学生无论是想学习商务知识，还是拓展商务英语表达，都能够从中受益。
由于编者水平有限，教材中恐存在不少疏漏和欠妥之处，欢迎读者批评指正。
编者
2021 年5 月

Unit 1 Business Environment. 1
Reading2
1.1 Internal environment.3
1.2 External environment5
Case Study Road, Trade and ExchangeChina and ASEAN Countries
Forge Closer Community15
Assignments.18 Unit 2 Entrepreneurship.19
Reading.20
2.1 The definition of entrepreneurship.21
2.2 Entrepreneurs personalities22
2.3 The stages of creating a venture23
2.4 Entrepreneurship and leadership.25
2.5 The reasons for rapid growth of entrepreneurship25
2.6 Top ten causes of entrepreneurial failure .28
Case Study Zdeer Banks on Smart Technologies to Expand Presence in
Wellness Segment.34
Assignments.37 Unit 3 Discovering Business Opportunities39
Reading.40
3.1 How to find the opportunity thats right for you 40
3.2 How to decide whether or not to pursue a business opportunity42
3.3 How to identify and evaluate the risks44
3.4 Advice to potential entrepreneurs.46
3.5 Business opportunities in China.47
Case Study WeRide to Provide Driverless Minibus Services53
Assignments.55
Unit 4 Establishing a Business57
Reading.58
4.1 Taking the right approach to making real money.58
4.2 Generating ideas for your business.59
4.3 Determining your personal and business goals and evaluating your
business ideas59
4.4 Choosing the right business organization.61
4.5 Registering a business name and getting your licenses as appropriate.66
4.6 Writing a business plan.67
Case Study Geek Founder Zheng Yong Sees Massive Potential of Robots in
Industrial Sectors72
Assignments.75
Unit 5 Organizational Structure.77
Reading.78
5.1 Significance of organizational structure.78
5.2 Types of organizational structures .80
5.3 Formal and informal organizations.86
5.4 Keys to erecting an effective organizational structure86
Case Study Corporate Governance Overview of Huawei.92
Assignments.95
Unit 6 Recruiting and Training Employees97
Reading.98
6.1 Significance and strategies of recruitment98
6.2 Recruitment methods and selection100
6.3 Training new employees.105
Case Study Human Resources Development of Tencent.112
Assignments.114
Unit 7 Employee Motivation115
Reading.116
7.1 The concept of employee motivation116
7.2 Intrinsic motivation and extrinsic motivation.116
7.3 Theories of employee motivation.118
7.4 Four tools for motivating employees121
7.5 Specific actions to increase employee motivation124
Case Study Chinas Greenland Offers Staff Bonuses to Hit Developers Annual
Sales Target.132
Assignments.133
Unit 8 Corporate Culture .135
Reading.136
8.1 The concept of corporate culture136
8.2 Factors affecting corporate culture.136
8.3 Types of organizational culture.140
8.4 The importance of corporate culture.142
8.5 Strong culture and weak culture.144
8.6 National culture and corporate culture145
8.7 Limitations of corporate culture146
Case Study A True Global Culture.151
Assignments.153
Unit 9 Production and Product.155
Reading.156
9.1 Factors of production156
9.2 Classification of products.159
9.3 Process of new product development.162
9.4 Product life cycle165
Case Study A Look Inside Alibabas Smart Factory That Gives Micro Merchants
Fast-Fashion Speed.172
Assignments.175
Unit 10 Marketing.177
Reading.178
10.1 The definition of marketing178
10.2 The concept of marketing.180
10.3 The functions of marketing.183
10.4 Marketing mix 186
10.5 Marketing environment.189
10.6 Three key marketing strategy decisions189
Case Study Nostalgia Marketing: Case Studies of Brands Sparking Cherished
Memories195
Assignments.198
Unit 11 Financial Management .199
Reading.200
11.1 The importance of financial management.200
11.2 The functions of financial management .201
11.3 Financial management objectives.202
11.4 Contents of financial management.204
11.5 Accounting and financial management systems.207
Case Study Whats Behind Luckin Coffees Massive Stock Plunge?.214
Assignments.217
Unit 12 Financing.219
Reading.220
12.1 The time frame of financing sources .220
12.2 Debt financing .222
12.3 Equity financing .224
12.4 How to choose the appropriate financing sources .227
Case Study Chinese Uber-like Manbang Group Plans Overseas IPO.234
Assignments.236
Unit 13 Corporate Social Responsibility237
Reading.238
13.1 The definition of corporate social responsibility .238
13.2 The history of corporate social responsibility 239
13.3 The importance of corporate social responsibility in business.240
13.4 How can a business be socially responsible?241
13.5 The relation between socially responsible actions and economic
performance243
13.6 The development of corporate social responsibility in China244
Case Study JDs Popular Free-Range Chicken Program Helps Farmers,
Delights Customers.250
Assignments.252 vii
Unit 14 Going to the International Market.253
Reading.254
14.1 The background of globalization254
14.2 Key factors to be considered when entering the international market255
14.3 Reasons for going to the international market257
14.4 The challenges and opportunities of going to the international market259
14.5 The modes of going to the international market.260
Case Study Chery in Overseas Markets.266
Assignments.268
Unit 15 E-business 269
Reading.270
15.1 The history of e-business270
15.2 The differences between e-business and e-commerce272
15.3 The advantages and disadvantages of e-business.275
15.4 Major considerations in e-business.278
15.5 How to create an e-business enterprise.279
Case Study LightInTheBox Provides Value to Consumers Across the World.284
Assignments.287

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