現(xiàn)代商務(wù)英語綜合教程（第2冊）

前言

　　自20世紀(jì)90年代以來，經(jīng)濟(jì)全球化逐漸滲透到社會生活的方方面面，而隨著中國加人WTO后與國際接軌程度的進(jìn)一步加深，對于具有良好的英語語言技能同時精通商務(wù)知識的復(fù)合型人才之需要日益凸顯。當(dāng)今，商務(wù)英語的范疇已延伸到與商務(wù)有關(guān)的所有領(lǐng)域，包括營銷、管理、貿(mào)易、金融、法律、電子商務(wù)和跨文化交際等，構(gòu)成了具有自己特色的完整的商務(wù)英語體系?！　呐囵B(yǎng)目標(biāo)上看，商務(wù)英語課程的教學(xué)目的不僅僅是了解有關(guān)領(lǐng)域的基本知識，更重要的是能夠靈活運(yùn)用英語進(jìn)行有效的商務(wù)溝通，處理國際商務(wù)中的實(shí)際問題。這種變化和概念的更新給商務(wù)英語教學(xué)在內(nèi)容和質(zhì)量上都提出了更高的要求，這是傳統(tǒng)的大學(xué)英語教學(xué)所不能達(dá)到的。教育部《關(guān)于外語專業(yè)面向21世紀(jì)本科教育改革的若干意見》中也明確指出：“從根本上來講，外語是一種技能，一種載體；只有當(dāng)外語與某一被載體相結(jié)合，才能形成專業(yè)。過去常見的是外語與文學(xué)、外語與語言學(xué)的結(jié)合。應(yīng)該看到，即使在社會主義市場經(jīng)濟(jì)的條件下，我國高校仍肩負(fù)著為國家培養(yǎng)外國語言文學(xué)學(xué)科領(lǐng)域的研究人員的任務(wù)。同時，我們也應(yīng)當(dāng)清醒地面對這樣一個現(xiàn)實(shí)，即我國每年僅需要少量外語與文學(xué)、外語與語言學(xué)相結(jié)合的專業(yè)人才從事外國文學(xué)和語言學(xué)的教學(xué)和研究工作，而大量需要的則是外語與其他有關(guān)學(xué)科——如外交、經(jīng)貿(mào)、法律、新聞等——結(jié)合的復(fù)合型人才，培養(yǎng)這種復(fù)合型的外語專業(yè)人才是社會主義市場經(jīng)濟(jì)對外語專業(yè)教育提出的要求，也是新時代的需求。”適應(yīng)這一要求，我們設(shè)計(jì)了這套系列教材。

內(nèi)容概要

《現(xiàn)代商務(wù)英語綜合教程》系列教材內(nèi)容由淺入深，由普通商務(wù)常識逐漸過渡到專業(yè)性較強(qiáng)的商務(wù)知識，語言水平也由易到難，適用對象為大學(xué)一至三年級的學(xué)生。本書為《現(xiàn)代商務(wù)英語綜合教程》第2冊。全教程共12章，按照每周4～6學(xué)時設(shè)計(jì)。使用時各校可根據(jù)教學(xué)目標(biāo)和條件結(jié)合學(xué)生的需要，靈活選擇每一章的教學(xué)內(nèi)容。為方便使用，《現(xiàn)代商務(wù)英語綜合教程》系列教材還配有教參和PPT課件。

書籍目錄

CHAPTER 1 Company Structure(s)  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 2 Staff Motivation  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 3 Training  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 4 Corporate Culture  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 5 Brands  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 6 Strategy  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 7 Leadership  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 8 Innovation  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 9 Business Ethics  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 10 Corporate Responsibility  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 11 Public Relations  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional ReadingCHAPTER 12 Business Environment  Background Case  Listening  Reading  Structure  Vocabulary  Comprehension  Translation  Speaking  Writing  Additional Reading

章節(jié)摘錄

　　The first of these principles asserts that continuousimprovement of process outputs is crucialfor business success. The second principlecontends that business and manufacturingprocesses are measurable and controllable.The last principle asserts that sustainedquality improvement can only be achievedthrough commitment from the organizationfrom top-level management down tothe common staff or assembly workers.According to this discipline， businessprocesses are improved through theelimination of defects. The methodologywas formulated and popularized byBill Smith of Motorola. As of 2006， thiscompany declared over $17 billion savingswith the implementation of this approach.Currently， Six Sigma is a registered trade-mark and service mark of Motorola.　　The two methodologies under thisapproach are represented by the acronyms，DMAIC and DMADV. The former is mainlydesigned for improving existing businessprocesses while the latter is designed forcreating new process and product designs.There are five steps involved in the DMAICmethodology. These steps are representedby each letter of this acronym. Theseare Define， Measure， Analyze， Improveand Control. What need to be definedare improvement goals that should beassociated with corporate strategy andconsumer demands. Relevant data ofcurrent processes are the aspects that needto be measured.

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