商务导论英语教程"
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。
第一，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。单元最后设置了两类任务：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 年入选首批国家级线上一流本科课程，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
Reading..............................................................................................2
1.1 Internal environment...........................................................................................3
1.2 External environment..........................................................................................5
Case Study Road, Trade and Exchange—China and ASEAN Countries
Forge Closer Community............................................................................15
Assignments.....................................................................................................................18 Unit 2 Entrepreneurship.................................................................19
Reading.............................................................................................................................20
2.1 The definition of entrepreneurship...................................................................21
2.2 Entrepreneurs’ personalities..............................................................................22
2.3 The stages of creating a venture........................................................................23
2.4 Entrepreneurship and leadership.......................................................................25
2.5 The reasons for rapid growth of entrepreneurship............................................25
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 Opportunities..................................39
Reading.............................................................................................................................40
3.1 How to find the opportunity that’s right for you ..............................................40
3.2 How to decide whether or not to pursue a business opportunity......................42
3.3 How to identify and evaluate the risks..............................................................44
3.4 Advice to potential entrepreneurs.....................................................................46
3.5 Business opportunities in China.......................................................................47
Case Study WeRide to Provide Driverless Minibus Services........................................53
Assignments.....................................................................................................................55
Unit 4 Establishing a Business........................................................57
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 ideas....................................................................................................59
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 Sectors........................................................................................72
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 structure......................................86
Case Study Corporate Governance Overview of Huawei.............................................92
Assignments.....................................................................................................................95
Unit 6 Recruiting and Training Employees....................................97
Reading.............................................................................................................................98
6.1 Significance and strategies of recruitment........................................................98
6.2 Recruitment methods and selection................................................................100
6.3 Training new employees.................................................................................105
Case Study Human Resources Development of Tencent.............................................112
Assignments...................................................................................................................114
Unit 7 Employee Motivation..........................................................115
Reading...........................................................................................................................116
7.1 The concept of employee motivation..............................................................116
7.2 Intrinsic motivation and extrinsic motivation.................................................116
7.3 Theories of employee motivation...................................................................118
7.4 Four tools for motivating employees..............................................................121
7.5 Specific actions to increase employee motivation..........................................124
Case Study China’s Greenland Offers Staff Bonuses to Hit Developer’s Annual
Sales Target...............................................................................................132
Assignments...................................................................................................................133
Unit 8 Corporate Culture ...............................................................135
Reading...........................................................................................................................136
8.1 The concept of corporate culture....................................................................136
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 culture............................................................145
8.7 Limitations of corporate culture......................................................................146
Case Study A True Global Culture...............................................................................151
Assignments...................................................................................................................153
Unit 9 Production and Product.....................................................155
Reading...........................................................................................................................156
9.1 Factors of production......................................................................................156
9.2 Classification of products...............................................................................159
9.3 Process of new product development.............................................................162
9.4 Product life cycle............................................................................................165
Case Study A Look Inside Alibaba’s Smart Factory That Gives Micro Merchants
Fast-Fashion Speed...................................................................................172
Assignments...................................................................................................................175
Unit 10 Marketing...........................................................................177
Reading...........................................................................................................................178
10.1 The definition of marketing..........................................................................178
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 decisions........................................................189
Case Study Nostalgia Marketing: Case Studies of Brands Sparking Cherished
Memories..................................................................................................195
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 What’s Behind Luckin Coffee’s 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 Responsibility......................................237
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
performance..................................................................................................243
13.6 The development of corporate social responsibility in China......................244
Case Study JD’s 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 globalization..................................................................254
14.2 Key factors to be considered when entering the international market..........255
14.3 Reasons for going to the international market..............................................257
14.4 The challenges and opportunities of going to the international market........259
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-business..............................................................................270
15.2 The differences between e-business and e-commerce..................................272
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
本教材主要适用于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。
袁奇，博士，中南财经政法大学外国语学院副院长，副教授，硕士生导师，商务英语专业负责人。研究方向为商务英语、商务翻译。主讲课程为“工商导论（英文）”、“市场营销（英文）”、“商务翻译专题”、“经济文本翻译”等。2018年国家精品在线开放课程“商务英语”课程负责人。近5年曾主持教育部产学合作协同育人项目1项，中央高校教育教学改革专项项目1项，中央高校基本科研业务费培育项目1项，校级教学研究项目1项。近5年编著《商务英语视听说》等教材3本，发表论文5篇。获中南财经政法大学校级优秀教学成果一等奖1项。
