工商導(dǎo)論

前言

　　《工商導(dǎo)論》自2002年出版以來(lái)，商務(wù)英語(yǔ)又有了很大的發(fā)展。首先，中國(guó)加入世界貿(mào)易組織之后，社會(huì)對(duì)商務(wù)英語(yǔ)人才的需求繼續(xù)加大，促使越來(lái)越多的高等院校與時(shí)俱進(jìn)，開(kāi)設(shè)商務(wù)英語(yǔ)專業(yè)或方向，以更好地滿足國(guó)家改革開(kāi)放的需要。根據(jù)一份調(diào)查（李朝、趙函，2005），到2005年全國(guó)開(kāi)設(shè)商務(wù)英語(yǔ)專業(yè)（方向）的高校已達(dá)547所，占所調(diào)查1，607所高校的34％。2007年以來(lái)，教育部又批準(zhǔn)對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)等院校試辦獨(dú)立的商務(wù)英語(yǔ)專業(yè)。從辦學(xué)層次上看，大專、本科和研究生都有。第二，商務(wù)英語(yǔ)的師資隊(duì)伍不斷壯大。從最近三屆（即第五、第六和第七屆）的“全國(guó)國(guó)際商務(wù)英語(yǔ)研討會(huì)”的參會(huì)人數(shù)可以看出，越來(lái)越多的英語(yǔ)教師參加到了商務(wù)英語(yǔ)的教學(xué)和研究行列，新人不斷涌現(xiàn)。第三，商務(wù)英語(yǔ)的學(xué)術(shù)研究從理論到實(shí)踐均取得長(zhǎng)足進(jìn)展，成果豐碩。　　在這種大形勢(shì)下，高等教育出版社決定對(duì)“十五”國(guó)家級(jí)規(guī)劃教材“商務(wù)英語(yǔ)系列教材”進(jìn)行修訂，是非常必要和及時(shí)的。拙作《工商導(dǎo)論》作為這個(gè)系列中的一本也做了修訂?！　∈紫龋诙鎸?duì)教材的有關(guān)內(nèi)容進(jìn)行了更新。近幾年，在企業(yè)形式、國(guó)際貿(mào)易、金融貨幣、國(guó)際化經(jīng)營(yíng)、知識(shí)產(chǎn)權(quán)、信息管理等領(lǐng)域都有了不少新的發(fā)展，因此，本教材的有關(guān)章節(jié)也作了相應(yīng)調(diào)整，對(duì)相關(guān)數(shù)據(jù)進(jìn)行了更新。其次，結(jié)合第一版的使用情況和院校反饋，對(duì)部分案例分析和翻譯練習(xí)做了修訂，在增強(qiáng)其針對(duì)性和時(shí)效性同時(shí)，對(duì)第一版中的一些排版和印刷錯(cuò)誤也作了更正?！　∩虅?wù)英語(yǔ)是一個(gè)日新月異、充滿活力的領(lǐng)域。相關(guān)教材也應(yīng)通過(guò)實(shí)踐不斷修訂，與時(shí)俱進(jìn)。因此，我衷心希望各位同行和專家一如既往地關(guān)注這本教材，不吝賜教。

內(nèi)容概要

本書(shū)作為商務(wù)英語(yǔ)專業(yè)的一門(mén)概論型基礎(chǔ)課程教材，全面、系統(tǒng)、概要地介紹了國(guó)際經(jīng)貿(mào)理論和知識(shí)。本書(shū)主要供普通高等教育商務(wù)英語(yǔ)專業(yè)學(xué)生，以及國(guó)際貿(mào)易、國(guó)際經(jīng)濟(jì)、國(guó)際工商管理等外向型專業(yè)的學(xué)生使用，同時(shí)也可供從事國(guó)際商貿(mào)工作的人員參考使用。

作者簡(jiǎn)介

　　陳準(zhǔn)民，對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)教授，教育部高等學(xué)校外語(yǔ)專業(yè)教學(xué)指導(dǎo)委員會(huì)委員，英語(yǔ)分委員會(huì)副主任，中國(guó)國(guó)際貿(mào)易學(xué)會(huì)國(guó)際商務(wù)英語(yǔ)研究會(huì)主任。長(zhǎng)期從事商務(wù)英語(yǔ)教學(xué)，在商務(wù)英語(yǔ)教學(xué)理論、教學(xué)法改革、教材編寫(xiě)、師資培訓(xùn)、計(jì)算機(jī)輔助教學(xué)等方面有多年研究，為商務(wù)英語(yǔ)學(xué)科帶頭人。　　主要講授商務(wù)英語(yǔ)、經(jīng)濟(jì)管理和計(jì)算機(jī)應(yīng)用等課程，如經(jīng)貿(mào)英語(yǔ)口語(yǔ)、對(duì)外經(jīng)貿(mào)信函、工商導(dǎo)論、工商教育中的教學(xué)法、互聯(lián)網(wǎng)與經(jīng)貿(mào)英語(yǔ)等?！　—?dú)立編寫(xiě)并出版了《工商導(dǎo)論》、《實(shí)用經(jīng)貿(mào)英語(yǔ)口語(yǔ)》、《英語(yǔ)生意經(jīng)》、《模擬期貨貿(mào)易》等教材和計(jì)算機(jī)輔助教學(xué)軟件，在國(guó)內(nèi)外學(xué)術(shù)刊物上發(fā)表科研論文多篇。

書(shū)籍目錄

Chapter 1 Setting Up a Business  Sole Proprietorship  Partnership  Corporation  A Special Form: FranchisingChapter 2 Marketing: an Overview  The Origin of Marketing  The Functions of Marketing  The Marketing Mix  Market SegmentationChapter3 Products and Pricing  Types of Products  Product Life Cycle  PricingChapter4 Channels6fDistHbution  Common Channels of Distribution  The Cost and Value of Middlemen  Physical Distribution  Modes of TransportationChapter 5 Promotion  Advertising  Do It Yourself or Use an Advertising Agency  Personal Selling  Sales Promotion  Public Relations and Publicity  Word of MouthChapter6 Moneyand Banking  What Is Money?  What Does Money Do?  Types of Money  The Financial System  Savings and Loan Associations  Money Supply and the Federal Reserve SystemChapter 7 Financing  Short-term Financing  Long-term Sources of Funds  Debt or Equity Financing  Features of Bonds  Features of StockChapter 8 Accounting  Balance Sheet  Income StatementChapter9 The Securities Market  Primary and Secondary Markets  Buying and Selling Stocks  Bulls and Bears  The Bond Market  Who Buy Securities?Chapter 10 Risk Management and Insurance  Approaches to Managing Business Risks  Insurance and Its Principles  Insurable Risks  Insurance for Business  Fidelity and Surety BondsChapter 11 Business Law  Types of Law  Contract Law  Tort Law  Property Law  Warranty  Negotiable Instruments  Agency Law  Business BankruptcyChapter 13 International Business  Why Trade with Other Countries?  Other Ways to Go Global  Special Issues in International BusinessChapter 13 Managing Business Enterprises  Management Functions  Management Levels and Skills  Sources of Managers  The Building Blocks of Organizational Structure  Organizational Decision Making  Organizational Structures  Informal Organization  The Strategic Management ProcessChapter 14 Human ResourcesManacjement  Planning for Human Resources  Staffing  Training and Developing Employees  Demoting and Terminating Employees  Compensating EmployeesChapter 15 Motivation and Leadership !  The Classical Theory  The Hawthorne Studies  Maslow's Hierarchy of Human Needs  Herzberg's Two-factor Theory  McGregor's Theory X and Theory  Ouchi's Theory Z  Strategies for Motivating Employees  LeadershipChapter 16 Managing Information  Information vs. Data  How Computers Work?  Application Programs  The Management Information System (MIS)Chapter 17 The Environment and Responsibilities  Factors of Production  Types of Economic System  Economic Goals and How to Measure Their Attainment  The Roles of Government  The Market and Competition  The Importance of Profits  The Responsibility of BusinessChapter 18 Careers in Business  Self-evaluation  Career Opportunities in Business  Successful Job Hunting  Key to Exercises of Cloze and Scrambled Sentences  Key to Translation  References

章節(jié)摘錄

　　As an economy develops, it needs a growing supply of money. Theincrease of money supply, however, must not be let go unchecked. Whenthe growth rate of a countrys money supply exceeds that of its economy,its money will decline in value, resulting in inflation. Therefore, moderngovernments have devised many instruments to regulate the money supplyfor sustainable economic growth. In the United States, such instruments areat the disposal of the Federal Reserve System, popularly called the Fed, andthe most frequently used instruments are reserve requirements, changes inthe discount rates, and open-market operations.　　First, commercial banks are required to store some of their funds（a reserve） either in their own vault or as deposit with their local FederalReserve Banks. In order to control the money supply, the Fed can adjustreserve requirements for commercial banks. Higher reserve requirementsmean that banks have less money to lend, and reduce the expansion ofmoney. Lower requirements, conversely, will result in an increased supplyof money.　　The Fed also acts as the commercial bankers bank. When commercialbanks need money, they can borrow from the Federal Reserve Banks andpay interest on the loans. The rate of interest charged by the Fed is calleddiscount rate. If the Fed wants to reduce the money supply, it increases thediscount rate, making borrowing more expensive and bank loan-makingless attractive. Low discount rates, on the other hand, encourage borrowingand lending, resulting in expansion of the money supply. Changes in thediscount rate cause more subtle shifts in the money supply than do changesin the reserve requirement. Therefore, the Fed uses this tool frequently. Inthe 1980s, for instance, the Fed adjusted the discount rates considerably.　　The third instrument the Fed can use to control the money supply isits open-market operations. When it wants to increase the money supply,the Fed buys securities from dealers. The dealers banks are credited for thetransactions, so the banks have more money to lend and this expands themoney supply. To decrease the supply of money, the Fed sells securities.Open-market operations are the most effective tools of control becausethey act quickly and predictably.

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