高级商务英语阅读

Supplementary Readings for

Chapter 1

The Long March

（1）

Chinese Companies Establish Brand Awareness in Overseas Markets

Top Band Weekly

August 27, 2003

By Lynn Furrow, General Manager of The Hoffman Agency Beijing Office

China exports a dizzying（令人眼花缭乱的）array of personal computers, DVD players, refrigerators, and consumer electronic goods… yet most people outside of China can’t name even one Chinese brand. As more and more Chinese enterprises push their goods into overseas markets, companies are now trying to change this.

Legend Group（联想集团）, the largest computer manufacturer and a household name in China, is shooting to increase overseas sales from seven to 25 percent of its total revenue（总收入）. In expanding overseas, however, it encountered a branding dilemma: because other companies in many countries around the world have already registered “Legend”, the Chinese company was forced to devise（设计，想出）a new English name that could be used unrestrictedly（自由的）in markets worldwide. Thus on April 28th, Legend Group’s new English name “Lenovo” was born. Although it may offer a fresh

start, the new name erases（擦除，抹去）two decades of brand building in China and must stand up to the stigma（污名，特征）that Chinese companies face overseas: “‘The biggest chal lenge is to build up people’s confidence about the product,’ says Annie Chung, and analyst with Gartner Inc. in Hong Kong. ‘They need to get away from the China-made, low-quality image.’”

https://www.360docs.net/doc/0017546546.html,, for example, had a bumpy（崎岖不平的）entrance into the U.S. market. After listing on NASDAQ just as the Internet bubble（泡沫）was bursting in 2000, the company then faced an accounting scandal（会计丑闻）, a class action suit（集体诉讼案）, and an order from NASDAQ to suspend(推迟) trading. When Ted Sun took over as acting CEO, he brought sweeping（彻底的）changes to upper management（高级管理层）and restated（重申）earnings in an effort to restore（恢复）investor and customer confidence. A couple of years later, investors seem to have regained 第1 页共7 页高级商务英语阅读

faith after the management shake-up(人事改组): the company is trading again at a handsome $31 per share -- triple what they were just three months ago.

In recent years Singapore Exhibition Services, the organizer of well-known telecom events CommunicAsia（亚洲电信展）and Broadcast Asia , has seen a steady rise of Chinese participants. In the months leading up to（在之前）this year’s event, SES reported a 20 per cent jump in the number of Chinese companies signed up to exhibit, including famous companies such as Huawei and Putian. Although the June event was cancelled due to the SARS outbreak, the rise in Chinese participation is evidence that more and more Chinese companies are realizing the importance of overseas industry events as an effective way to build brand recognition outside their home markets.

In one interesting twist for a Chinese company, China’s popular domestic beer maker Yanjing Brewing Company uses the US market as a means to reach audiences at home: when basketball player Yao Ming joined the Houston Rockets, the company signed a sponso rship/advertising deal that would place the company’s name on billboards（广告牌）in the Rockets’ stadium. The primary purpose was not to attract American beer-drinkers, but to grab the attention of avid（贪婪的，热心的）basketball fans in China that

watch live TV broadcasts of the games played by the Chinese basketball superstar.

Creating, communicating and managing brand image is a relatively new concept for Chinese companies whose main experience with branding to date involves devising a logo and a catchy slogan. In order to build a positive brand image overseas, particularly because Chinese products are often perceived as（当做，视为）low-tech and poor quality, Chinese companies need to be more transparent about their business practices and financials, establish positive points of differentiation, and communicate these effectively with their audiences.

(2)

Are Chinese Companies a Threat to Your Small Business?

A closer look at how our free trade policies with China and the Chinese business environment may impact the future of your company

September 16, 2003

第2 页共7 页高级商务英语阅读

By Joshua Kurlantzick

In recent months, as the U.S. economic slowdown has continued, American companies, and many legislators（立法者）representing districts hit hard economically, have begun to lash out（猛烈抨击）at China. Touring the South, Democratic presidential candidates（民主党总统候选人）Richard Gephardt and John Edwards stopped at textile factories across the region that were on the verge of（濒临，接近于）bankruptcy. There, they condemned American free trade agreements with China for allowing Chinese companies, which pay much less for labor, to undercut（廉价出售）U.S. manufacturers and drive blue-collar jobs overseas.

Meanwhile, Cabinet（内阁的）members of the Bush administration, touring the country to promote the president's economic packages, received many angry complaints from businesspeople concerned about the China threat. And U.S. textile makers last month filed a petition（申请）with Congress asking legislators to cap textile imports from China, using World Trade Organization (WTO) provisions（规定）in force（有效的）since China joined the WTO in 2001 and charging that China unfairly undervalues（低估）its currency and underpays（少付工资）its labor force. (In response, the General Accounting Office has agreed to investigate the valuation of China's currency.)

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高级商务英语 (BEC)考试历年真题 BEC商务英语高级考试历年真题 (1) The Negotiating Table You can negotiate virtually anything. Projects, resources, expectations and deadlines are all outcomes of negotiation. Some people negotiate deals for a living. Dr Herb Cohen is one of these professional talkers, called in by companies to negotiate on their??behalf . He approaches the art of negotiation as a game because, as he is usually negotiating for somebody else, he says this helps him drain the emotional content from his conversation. He is working in a competitive field and needs to avoid being too adversarial. Whether he succeeds or not, it is important to him to make a good impression so that people will recommend him. The starting point for any deal, he believes, is to identify exactly what you want from each other. More often than not, one party will be trying to persuade the other round to their point of view. Negotiation requires two people at the end saying ‘yes”. This can be a problem because one of them usually begins by saying “no”. However, although this can make talks more difficult, this is often just a starting point in the negotiation game. Top management may well reject the idea initially because it is the safer option but they would not be there if they were not interested. It is a misconception that skilled negotiators are smooth operators in smart suits. Dr Cohen says that one of his strategies is to dress down so that the other side can relate to you. Pitch your look to suit your customer. You do not need to makethem feel better than you but, For example, dressing in a style that is not overtly expensive or successful will make you more approachable. People will generally feel more comfortable with somebody who appears to be like them rather than superior to them. They may not like you but they will feel they can trust you. Dr Cohensuggests that the best way to sell your proposal is by getting into the world of the other side. Ask questions rather than give answers and take an interest in what the other person is saying, even if you think what they are saying is silly. You do not need to becometheir best friends but being too clever will alienate them. A lot of deals are made on impressions. Do not rush what you are saying---put a few hesitations in , do not try to blind them with your verbal dexterity. Also, you should repeat back to them what they have said to show you take them seriously.

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Lesson 5 Contract English Lesson 6 Negotiation English Lesson 7 Business Reporting Lesson8 Business News Reading Lesson9 Interview English

Lesson One

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When Steve Jobs walked on to the stage at San Francisco?s Yerba Buena Center in January, it capped the most remarkable comeback in modern business history. 今年1月，史蒂夫?乔布斯(Steve Jobs)走上旧金山芳草地艺术中心(Yerba Buena Center)的舞台发布iPad，完成了现代商业史上最引人注目的一次复出。 It wasn?t simply a matter of the illness that had sidelined him for half the year before, leaving him severely emaciated and eventually requiring a liver transplant. Little more than a decade earlier, both Mr Jobs? career and Apple, the company he had co-founded, were widely considered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall Street. 这不仅仅关乎半年前迫使他退居幕后的疾病。病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司(Apple)已经走上绝路。硅谷和华尔街都断定，它们已经与科技的未来无缘。 By the start of this year, however, the rebound was complete. The level of anticipation whipped up in advance of the January event was unusual even by Mr Jobs? own, impressive standards. 然而，到了今年初，苹果已然重生。在1月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。 Critics often talk disparagingly of the “reality distortion field” generated by the Apple boss: his ability to convince onlookers that technologies that would seem unformed in other hands have reached a peak of perfection at Apple. Generating this suspension of disbelief is essential to stirring up demand for gadgets most consumers had no idea they needed, and is an art form of which Mr Jobs has long been the acknowledged master. 批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。 Speculation had been building in the tech world for months about what was rumoured to be Apple?s latest ground-breaking product. A touch-screen computer without a keyboard, it might even rival the impact of the iPod, introduced in 2001, and the iPhone, in 2007. In the event, the iPad that Mr Jobs carried on to the stage with him that day did not disappoint. 在iPad发布之前的数月内，科技界对苹果这款最新的突破性产品猜测纷纷。据传它是没有键盘的触摸屏电脑，甚至可以媲美2001年的iPod和2007年的iPhone带来的影响。在1月份的发布会上，乔布斯带上台的iPad 没有让人们失望。 A rebuttal of F. Scott Fitzgerald?s much-quoted aphorism that there are no 对于F?斯科特?菲茨杰拉德(F. Scott Fitzgerald)广为流传的名言（美国人的生命