第一篇：商務(wù)英語考核話題

商務(wù)英語口語話題

1、Discuss advantages and disadvantages for ways of working2、Developing a conversation with your partner(Imagine it is your first time to see each other)

3、Student A(a journalist)interview student B about optional topic(eg.business in your home town or country // present and future changes in working life // What is most important to you when choosing a job? // describing his jobs)

4、Discussing a schedule of an event5、Discuss advantages and disadvantages for different types of advertising6、How to decide a proper advertisement?

7、Delegate the following jobs to your partner: Prepare a report on the effectiveness of the company’s websiteORAttend a trade fair for you this weekend.8、Discuss workplace decoration(coffee shop)with your partner9、Should your future boss make rigorous rules to run the company and manage all the employees?

10、Discuss the differences between marketing and sales with your partner.11、Discuss English training needs with your partner.12、Compare online courses and face-to-face courses.

第二篇：商務(wù)英語口試常見話題

In this part each candidate’s task is to choose one topic from a set of three, and to talk about it for one minute.Candidates have one minute in which to prepare and should use this time to make brief notes.The other candidate listens to the talk and is invited to ask one or two questions at the end.Candidates may make notes while listening to their partner.Each candidate is given a different set of three tasks from which to choose.General procedure

A choice of three different topics One minute preparation while making notes A/B starts with the other listening---one minute Question asked

1.Customer relation: the importance of offering incentives to customers

Offering incentives to customers can help you to strengthen your customer base and enhance customer loyalty.If you offer incentives such as vouchers, complementary tickets, miles, gifts in the promotion or sales, you will attractive more customers and get them buy your products or services.At the same time the image of your company will be improved and your brands are more likely to be known by customers.2.Product promotion: how to ensure that products are promoted effectively at international trade fairs

You should send a professional team of experts to arrange the promotion at the trade fair.They must be familiar with the products you want to promote at the fair.Meanwhile they must be good at dealing with clients especially foreign clients.You should use advanced technology to display your products at the fair.Necessary equipments such as DVD, overhead projector, high-definition screen can help you demonstrate the quality, function and specification of your products.You should design your show room and stand carefully to attract more customers.Your stand should be put up at an obvious place so that every customer can get an easy access to your products.3.How to reduce labor turnover rates

In order to reduce labor turnover rates we must take the following effective measures: Set up a clear staff appraisal process to make sure that the performance of every staff can be evaluated openly and honestly and their promotion is based on their contribution to the company.Thus no one will complaint about unfair promotion which once forced some of your staff to leave their jobs.If permits enhance the staff benefits including their base pay annual bonus and other benefits.An incentive system should also be necessary to encourage the staff to work with the company longer.Improve the work environment of your company or factory.Try to foster a spirit of mutual help among your staff and let them understand that the company or factory is far more than just a workplace.It’s a family where all members are supported and valued.4.Career development: the importance of being willing to acquire new skills throughout your career

With the unceasing development of science and technology the workplace is now undertaking profound changes.The way you do your work and the equipment you use in your work will definitely change or upgrade in the future, which means you have to learn new skills to deal with these changes.Remember: you are never too old to learn.New skills will make you keep up with the latest technology and help develop yourself throughout your work life.5.International sales: how to research foreign markets effectively

You should notice the difference between foreign and domestic market and set your target according to specific situation of foreign market.For example: given the different state of living standard the purchasing power of your target market may be higher or lower than the domestic market.If you ignore the difference you are likely to make mistakes in products’ pricing in foreign market.You should ensure that your research team is excellent at carrying out research in a foreign country.That means every member of the team should mater the native language and be familiar with the specific culture of the target market.6.Production management: how to implement an effective just-in-time system What is a JIT production system? JIT is an approach to achieving excellence in a manufacturing company based on the continuing elimination of waste(waste being considered as those things that do not add value to the product).A repetitive production system in which both the movement of goods during production, and deliveries from suppliers, are carefully timed so that at each step of the process, the next(usually small)batch arrives for processing just as needed.The logic behind JIT: Nothing will be produced until it is needed.7.Travel: the importance of being able to speak foreign languages in international business

8.Marketing: how to assess whether there is a market for a new product

You should carry out a research on the customer demands to see if there is a read need in the market for your new product.The feedback or result will help you to decide whether to launch the new product on the market.You should pay special attention to your competitors.Detect whether they are going to launch their new product onto the market.if the answer if yes that probably means there is a demand in the market for some new product.Then be quick and put on your rival product to coincide with them.9.Human resources: how to use staff appraisal schemes

You should see to it that the staff appraisal schemes be a chance for management and employees to come together and exchange ideas, set joint targets and improve the way decisions are reached.The scheme should have a clear appeal process and any negative feedback should be accompanied by evidence such as dates, times and outcomes.Most importantly ratings should reflect measurable element of the job requirements.10.Advertising: the importance of television and cinema advertisement

In fact television and cinema advertising both function as a kind of media which tells or even guides people to buy products or services.With the development of the telecommunication television has become the most important carrier of advertisement and as a result of that TV advertising has the largest amount of audience all over the world.They have penetrated into people’s daily life and persuaded them to buy whenever they turn on them.On the other hand the popularity of the movie make every audience be under the influence of cinema advertising at the beginning and end of the movie.11.Staff management: how to ensure effective lines of communication between the workforce and management

As the leader of the company you should open up a channel for the workforce and management to communicate directly.For example you can hold a monthly meeting within the company, which is attended by both the reps from workforce and management.They are allowed to talk with each other openly and freely to exchange views and opinions.They can also set common objectives.You should achieve this effectiveness by making use of up-to-date technologies.For example you can set up a forum on the intranet of your company so that every member can air and exchange their views on the forum.In this way a effective line of communication will be set up.You should set up an incentive system to make your staff talk with their line managers.12.Finance: how to ensure accurate cashflow forecasts

you should establish a monitor system in the first place to detect any possible cashflow gap which will occur during your production and operation.This system can calculate the balance between your income and expenditure on a daily base.And should there be any sign of cashflow problems the system will warn your staff to do something about it before hand.In order to achieve the accuracy you must set up a report system which demands every manager report the current financial status of his or her departments.The information will be collected everyday for you to take consideration.13.International sales: how to decide which sales incentives to offer a new foreign customer(本題做為思考題，請大家自行考慮一下。)

14.Recruitment: how to ensure that the best applicant for a job is selected(how to ensure that the best candidate for a post is selected)

During the selection process we should pay attention to the candidates’ quality and attribute.Quality refers to the candidate’s ability to conduct his or her future work.During the interview candidates will have to be asked to demonstrate their ability to solve problems and deal with emergencies.In addition the other important factor should also be considered.That is the attribute of the candidate.It has something to do with the candidate’s character and value.Those whose value is in the conflict of the company’s ethics will not be considered as best candidate even if they demonstrate remarkable ability in their work.15.How to decide whether to float a company on the stock market

A: we should check the policy concerning listing a company onto the stock market.Different stock exchanges have different policies and requirements.We should check these policies or requirements to see that if our company meets the demand so as to be listed on the stock market.For example according to the policy of many SEs, the total capital of a company should meet a certain level before it can be listed.Besides, its after-tax profits should also reach a certain level.So check these policies to see if our company is qualified to be listed onto the stock market.Second, we should understand and are willing to take the responsibilities that a listing company has to bear such as disclosure director’s duty all kinds of expenses tax and so on.16.Training: the importance of training staff to use new technology

A: it is a very important step to train your staff in how to use the new technology.First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it.Therefore your training is worthy in getting your staff to understand the new technology.Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training.The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company.17.The importance of selecting appropriate members of staff to attend exhibitions

A: your aim of exhibiting your products at the trade fair is to show your customers the high quality of your products through fine demonstration and careful explanation, which will only be achieved by selecting right staff to attend the trade fair.The staff you select should at least have a good understanding of the products you display.They must know the quality function description production packing and other important fields of your products.Besides they must have strong ability of promoting and marketing.These elaborately-selected staff can answer any kind of question produced by the customers about your products and can secure contracts with them skillfully, which will make your display a complete success.18.Production management: how to organize an effective stock control system

A: there are three important steps: first step up a monitoring system in the company to watch closely the level of inventory so that the inventory can be maintained at an appropriate level.Second set up a reporting system to inform the manager of any possible changes in the level of inventory.If the level is too low try to improve it and reduce its negative effect on the production.If the level is too high try to reduce it and pay attention to the lack of capital and difficulties it will exert on the management.Third make everyone in the company clear about the importance of stock control so that every part of this system is operating effectively and altogether achieve a high proficiency of the whole.注釋：stock control system 存貨控制（對各種物資庫存量的管理。目的在于使各種物料的庫存量保持在適當(dāng)?shù)乃?，既不會因庫存過低而使生產(chǎn)收到影響，也不會因庫存過多而占壓資金并增加管理上的困難。）

19.Meeting: the importance of regular meeting with suppliers

A: first improve your cooperation with your supplier.It is not just a simple deal you make with your supplier.That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit.Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident in the current business with your company.Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers.20.The importance of teamwork for the effective management of projects

A: to manage projects involves heavy workload and requires much of the company’s energy and human resource.However by using teamwork we can make this complicated work become simple and easy.First when we set up a project-oriented teamwork all members of the projects are united and work in a teamwork spirit.That means they work more systemically and coordinate more with each other.As leaders we won’t worry about the time we will have to waste on the coordinating procedures anymore.Second by using teamwork we can create a sound and effective communication with the project and monitor the communication between members as well as the communication between boss and subordinates.Third in a team everyone tries to help others in their work and a lot of problems can be solved quickly after they occur.The managers can thus save the energy and time for trouble-shooting.21.The importance of providing employees with clear job descriptions

A: if you give your employees clear job descriptions they will have a better understanding of what their jobs are and what their bosses expect from them.Then they can work according to their aims without any misunderstanding of their jobs which will definitely improve the efficiency of your employees’ work.In addition for managers clear job description can enable them to know their subordinates’ work better and to monitor and control their work effectively.22.The importance of understanding cultural differences when working in an international environment

A:(請根據(jù)課本第七課所劃之內(nèi)容進(jìn)行回答)

23.How to ensure that company growth proceeds at the optimum rate A: first we should control the expansion of our company which if not appropriate can cause too much bubble and give a false impression of prosperity.Second plan our company’s future carefully.This includes considering in detail the budget of our company;opening more markets for the company’s products and gearing our company towards a right direction in which its development can be sustainable sound and rapid.Third make sure that we can get all the resources needed for our company’s development including the materials we need to produce our products the capital we need to make investments and the human resource we need to keep our staff highly-qualified.24.How to manage a heavy workload effectively

A: first we should have a timetable illustrating all the details about the work of every staff within a day, a month or even a year.We can deal with more workload while shouldering more responsibility if we can arrange our work in advance.Second make sure that we can communicate with our colleagues effectively so that we can make use of their advice or ideas to help us solve the problems or unexpected things occurring in our work.Third as for ourselves we should keep ourselves physically sound to handle the stress a heavy workload might bring about.25.The importance to a company of having a Health and Safety policy

A: as a kind of legal document Health and Safety policy can help a company to reduce the possible injuries or accidents that may happen in the process of production or office work as it explains in detail what the staff should and should not do in order to keep themselves safe in their work.If those accidents or injuries do happen the Policy made by the company can also be used as reference in case of civil liability.Besides the Health and Safety policy can serve as a record which will be very useful if an inspector questions the company’s precautions on health and safety.26.How to ensure that staff at all levels receive appropriate feedback on individual performance

A: we should establish a complete set of evaluating system within the whole company to monitor individual performance of every employee and to report their performance to the board and the department they belong to.Their performance is judged on the basis of their position and responsibility and in accordance with their personal abilities.Of course any other factors that will affect their performance directly or indirectly will also be taken into consideration.Besides the feedback will be sent directly to our employees’ mailbox immediately after their performance is evaluated.27.How to maintain customer interest in a company’s products A: usually customers are interested in the products which have high reputation or world-wide brand names.Therefore a company should try to keep the fame of their products and develop its products into a global brand in order to attract its customers.And of course customers are often concerned about the quality of the products they are intended to buy.In this regard a company should make their products reliable to use.In addition a company should upgrade their products in a direction that will lead to a multi-functional and user-friendly kind of products.Try to show your customers that your products have great potentials so that they will keep their interest in your products.28.The importance of having a career plan in order to achieve high levels of success at work

A: a career plan is very important for employees.If you plan your career in advance you will have a better idea of what you should do and what you have to achieve at the different stages of your career, which will make you more realistic at work.The plan will guide you throughout your career and make you easier to climb the ladder within the framework of your company.Every time you start your work you will find there is a clear goal before you and every time you achieve your goal another goal has already been set for you to continue.You will never feel lost in the complicated environment and can gain advantage among the tense competition with your colleagues.Gradually you will find yourself moving steadily towards your success and finally reach the top of your career.All of these are not your dreams and they can be realized if you have your career plan.29.The importance of product diversification to the success of a business

A: in today’s increasingly-competitive market product diversification is crucial to the success of a business.Today’s market is becoming more and more diversified which means a single range of products produced by a certain company cannot survive since the competition is extremely high.And even if you survive you will find your earnings via a single product won’t cover even a small fraction of your cost.Therefore a business should diversify its product range.A diversified product range will make you avoid the tense competition in the specific area and give you more opportunities to open up more potential markets which will reduce to a large extent the risks due to the high competition.(還可從吸引顧客的角度來說)

30.The importance in business of maintaining personal contact with clients

A: some of your clients are your important suppliers and others are your distributors.Therefore keeping contact with them means you keep a good communication with your suppliers or distributors whose information is crucial to your production and sales.Any information you gain from your client can be used to test the popularity of your products.Usually formal or official contact with your clients won’t give you much more opportunities to get the information you need.Personal contact however can be developed into a very useful contact since it can produce a sound environment in which you talk to your clients personally.And you can even get some information about your revival through personal contact which you can use to take the advantage in the competition.And of course you will know better what your clients think of your products and what they expect from you since most of your clients are reluctant to tell you because of the strict environment of formal contact.31.How to balance company growth with production capacity

A: in order to balance company growth with production capacity we must keep our production capacity at an appropriate level so that it can promote the growth of our company.If we pay too much attention to the development of production capacity while neglecting the possible harms it can cause we will have to face the stagnation in the grow of our company or the growth bubble which will eventually burst.If we accelerate our production capacity without any consideration of the current market demand or current situation of the company’s sales we will definitely increase our inventory which will cause the break of the cash flow.32.How to achieve and maintain high motivation among a workforce

A: first set up an incentive mechanism within the company to ensure that every highly-motivated employee is awarded.Second try to produce a healthy and sound environment within the company to ensure that every employee know the importance and benefit of keeping high motivation in his or her job.Third help very employee to plan his or her future career within the company to make them sure that they are paid close attention to by the company and they will have a better future if they stay with the company.33.The importance of training staff in how to use new technology when introducing it into the workplace

A: it is a very important step to train your staff in how to use the new technology.First of all most of your staff won’t be familiar with this technology since it is new and unless you train them they will spend much more time in getting used to it.Therefore your training is worthy in getting your staff to understand the new technology.Secondly you still won’t enjoy the high efficiency brought up by the new technology if you can’t achieve the perfect combination of your staff and the new technology which is only possible through training.The last but not the least you can improve your staff’s ability to harness the new technology through your training program and make them more confident in their work, which will definitely enhance the efficiency of your company.34.How to maintain good relationships with suppliers

A: first improve your cooperation with your supplier.It is not just a simple deal you make with your supplier.That is to say you should do your business with your supplier on the basis of equality mutual respect and mutual benefit.Second try to let your suppliers know that you are willing to establish the long-term relationship with them so that they are more confident with the current business with your company.Third it is your PR department’s job to communicate with your suppliers on the regular basis and enhance the friendly relationships between you and your suppliers.35.How to achieve a strong visual impact in advertising

A: first we should use an impressive and unique color design or slogan in our advertising.Each of them is expected to achieve strong visual impact which will make your advertisement a complete one-off.In addition, we can apply multi-media technology to our ad to achieve some special visual effects such as 3D animation.36.The importance of being able to cope with the stress in a job

A: as today’s businessmen we shoulder more and more responsibilities and experience more intensive stress which if not appropriately deal with will lead to mental fatigue or other mental illnesses or even worse the total breakdown.Therefore the ability to cope with the stress in our jobs is one of the most important skills we should acquire in today’s business world.Furthermore, we will inevitably encounter some stress in our daily work.Without appropriately dealing with these stresses we cannot continue our work in a normal way and the stagnation will appear to offset any achievement we have made in the previous work.

第三篇：商務(wù)英語專業(yè)課程考核改革

商務(wù)英語專業(yè)課程考核改革

要提升高職院校的辦學(xué)質(zhì)量，提高高職學(xué)生的市場競爭力，評價方法的改革是不容忽視的重要環(huán)節(jié)。

一、商務(wù)英語專業(yè)課程考核評價體系中存在的問題

1．考核內(nèi)容重知識輕能力 考試內(nèi)容仍局限于認(rèn)教材和課堂教學(xué)中的簡單知識技能，側(cè)重考核知識的識記和掌握，而對于高級技能，如交際、聽說、寫作、論辯、交流技能等沒有引起足夠的重視。

2．考核方式過于單一 考核大多采用閉卷考試的形式，而閉卷考試具有較大的局限性，不能全面完整地考核學(xué)生的素質(zhì)結(jié)構(gòu)，如合作協(xié)調(diào)能力、探究能力、口頭表達(dá)能力、交際能力、社會活動能力等，對學(xué)生創(chuàng)新能力起不到應(yīng)有的激勵與促進(jìn)作用。

3．注重終結(jié)性忽視過程性評價

學(xué)生期末總結(jié)性考試成績往往占課程總成績 70%左右，這種以期末成績?yōu)橹鞔_定學(xué)生課業(yè)成績的做法，導(dǎo)致學(xué)生不注重平時學(xué)習(xí)，過分依賴期末死記硬背搞突擊，使考試的導(dǎo)學(xué)促教功能難以發(fā)揮。

4．評價主體單一化 基本上是采用教師評價學(xué)生的模式。與學(xué)生表現(xiàn)相關(guān)的平時成績往往憑教師的主觀經(jīng)驗(yàn)給出，缺乏學(xué)生的互評與自我評價，更缺乏企業(yè)對學(xué)生的評價，致使評價信息來源單一。

5．實(shí)踐性教學(xué)評價不夠完善 商務(wù)英語實(shí)訓(xùn)室建設(shè)和校外實(shí)習(xí)基地建設(shè)相對落后，因此，考核評估更多地注重理論教學(xué)方面，對實(shí)踐性教學(xué)評價還未形成體系。

二、構(gòu)建商英專業(yè)課程考核多元評價體系

1.評價主體的多元化。

第一，學(xué)生自評。即學(xué)生根據(jù)自己在評價項(xiàng)目中的表現(xiàn)，對照評價標(biāo)準(zhǔn)，給自己評定成績，并寫出評語。學(xué)生自評，有助于教師了解學(xué)生在項(xiàng)目進(jìn)行過程中的想法和困難，也有助于學(xué)生發(fā)現(xiàn)自己的不足，找到改進(jìn)措施，提高學(xué)習(xí)效率。

第二，小組互評。即同組的同學(xué)對照評價標(biāo)準(zhǔn)，對該組每位同學(xué)在項(xiàng)目中的表現(xiàn)做出評價，給出成績，并寫出評語。這有利于學(xué)生間的相互交流，有利于學(xué)生從不同層面、不同角度認(rèn)識問題，并培養(yǎng)團(tuán)隊(duì)合作精神。第三，企事業(yè)用人單位參與對學(xué)生的評價。校企共同制訂評價標(biāo)準(zhǔn)，共同實(shí)施評價：校企對學(xué)生的校內(nèi)實(shí)訓(xùn)、校外頂崗實(shí)習(xí)的表現(xiàn)，如實(shí)踐能力、語言應(yīng)用能力、職業(yè)道德素養(yǎng)、解決問題能力等做出共同評價。這樣可以使高職商務(wù)英語專業(yè)了解用人單位對學(xué)生的要求，從而對自己的教學(xué)做出相應(yīng)的改進(jìn)和調(diào)整，培養(yǎng)出符合市場需要的人才。

2.評價方法的多元化。除一次性的閉卷考試外，還采用口試、討論、觀察、問卷調(diào)查、小論文、對照組評價，以及各種技能競賽表現(xiàn)評價，如函電擬寫競賽、商務(wù)談判比賽；參加各種活動表現(xiàn)性評價，如模擬廣交會、企業(yè)專家講座、擔(dān)任展會志愿者等。同時，采取定性評價與定量評價相結(jié)合、形成性評價與終結(jié)性評價相結(jié)合的評價方法。定量評價通過考試，以數(shù)字來評定一個人的發(fā)展?fàn)顩r；定性評價通過描述性語言對學(xué)生的表現(xiàn)進(jìn)行定性分析和綜合評判。形成性評價是通過診斷教育方案或計(jì)劃、教育過程與活動中存在的問題，為正在進(jìn)行的教育活動提供反饋信息，以提高實(shí)踐中正在進(jìn)行的教育活動質(zhì)量的評價?？偨Y(jié)性評價是在教育活動發(fā)生后關(guān)于教育效果的判斷。它在課程結(jié)束后進(jìn)行，衡量課程質(zhì)量。

3.評價內(nèi)容的多元化。高職高專的培養(yǎng)目標(biāo)是生產(chǎn)、建設(shè)、管理、服務(wù)第一線具有綜合職業(yè)能力和全面素質(zhì)的高級技術(shù)應(yīng)用型人才。因此，評價系統(tǒng)不能只限于學(xué)生學(xué)習(xí)成績的評價，而忽視其他方面，如道德、情感、態(tài)度、意志和體質(zhì)等的評價。高職商務(wù)英語專業(yè)的學(xué)生評價主要包括三方面內(nèi)容：學(xué)業(yè)評價、素質(zhì)評價與能力評價。第一，學(xué)業(yè)評價。指根據(jù)各科標(biāo)準(zhǔn)，對學(xué)生的學(xué)業(yè)成績進(jìn)行評價。它主要側(cè)重于對學(xué)生英語知識掌握程度的考核，如學(xué)生是否具備英語語音、詞匯、語法、篇章基礎(chǔ)知識和聽、說、讀、寫、譯等方面的知識。第二，素質(zhì)評價。指對學(xué)生的職業(yè)道德和素養(yǎng)（愛護(hù)設(shè)備、工具、場地環(huán)境等）、價值觀、敬業(yè)精神、保密意識、學(xué)習(xí)興趣、學(xué)習(xí)習(xí)慣、心理素質(zhì)、意志品質(zhì)、體質(zhì)等各方面的評價。

第三，能力評價。指對職業(yè)能力、交流溝通和團(tuán)隊(duì)協(xié)作能力、學(xué)習(xí)能力、實(shí)踐能力、創(chuàng)造能力、分析與解決問題的能力、適應(yīng)社會的能力等各方面的評價。具體來說，是評價學(xué)生是否具備英語語言交際能力，即能否流暢地使用英語開展各種商務(wù)活動，是否具備外事、外貿(mào)、商務(wù)實(shí)際運(yùn)作等方面的能力，是否具備較強(qiáng)的應(yīng)變能力和商務(wù)談判能力，是否具備獨(dú)立開展業(yè)務(wù)的能力。

4.評價場所的多元化。對高職商務(wù)英語專業(yè)學(xué)生傳統(tǒng)的考核場所一般設(shè)在教室，在多元化的評價體系下，學(xué)生考核可以是學(xué)校的教室、商務(wù)英語實(shí)訓(xùn)室，也可以在校外實(shí)習(xí)基地，視考核內(nèi)容和方法而定。這樣，通過對學(xué)生各方面的評價，可以更加全面地認(rèn)識學(xué)生，發(fā)現(xiàn)學(xué)生的潛能，揚(yáng)長避短，因材施教，幫助學(xué)生成才。

第四篇：商務(wù)英語

一、短語翻譯

regular hours 正常工作時間flexible hours 彈性工作時間

hot-desking 辦公桌輪用making contacts 建立人脈關(guān)系an impressive job title 一個顯要的職銜a pension 養(yǎng)老金

a good salary 可觀的收入plan for disast有備無患

work experience 工作經(jīng)驗(yàn)project manager 項(xiàng)目經(jīng)理

working environment 工作氛圍brainstorming rooms 頭腦風(fēng)暴室sales and marketing 銷售和市場營銷部globaiservices 環(huán)球服務(wù)部

developing markets 市場開發(fā)部career goal 職業(yè)目標(biāo)

reward and recognition scheme嘉獎制度set your limits規(guī)定限

get organised安排有序parental leave 父母假，育兒假，照顧新生兒女假put pen to paper簽訂協(xié)議two become one 合二為一

find the perfect partner 理想搭檔don’t feel guilty 勿感內(nèi)疚

Be prepared to communicate and share credit and blame.要能夠相互溝通，功過與共.trade fair event 商品交易會Training and staff development培訓(xùn)和員工發(fā)展 Flexible working hours 彈性工作時間Opportunities to travel 旅游機(jī)會

Opportunities for promotion升職提拔的機(jī)會Days off 幾天短假

Company car 公司配給的汽車Incumbent progamme崗位培訓(xùn)課程 Grow and maintain customer relationship發(fā)展和維持客戶關(guān)系

Research and development and manufacturing研發(fā)和生產(chǎn)

solo trader獨(dú)立法人，獨(dú)立經(jīng)銷店partnership合伙經(jīng)營

franchise連鎖店 特許經(jīng)營start a business 創(chuàng)辦企業(yè)

askfor permission 獲得準(zhǔn)許complain about a mistake 投訴一個錯誤 confirm something is OK 確認(rèn)某事request information 索要信息

offer information 提供信息cancel arrangements 取消安排 request help 求助change a booking 改變預(yù)定

empioyment news 就業(yè)新聞give notice 預(yù)先通知

take voluntary redundancy 自愿接受裁退

make redundant 裁員employment issue 就業(yè)問題

good communication 良好溝通potential problem 潛在的問題

reasonable period 合理期限r(nóng)easonable grounds 合理的理由

verbal warning 口頭警告written warning 書面警告

disciplinary procedure 紀(jì)律程序unglamorous image乏味的形象

door-to-door work and cold calling挨家挨戶的推銷和進(jìn)行不期而至的拜訪

commercial director 銷售總監(jiān)email confirmation form 電子郵件確認(rèn)表 build trust建立信任askclever questions 問恰當(dāng)?shù)膯栴}

knowyour stuff了解你的產(chǎn)品beprepared to fail做好失敗的準(zhǔn)備 scheduling and technical provision to clients

exceptional interpersonal skill 超強(qiáng)人際交往力open your mind敞開心扉

sales executive 銷售總監(jiān)sales and advertising team 銷售和總監(jiān)能力 sales argument 銷售賠款commercial targets 商業(yè)目標(biāo)

marketing representative 營銷代表finance manager 財(cái)會經(jīng)理

benefits and incentives 福利和獎勵freelance自由職業(yè)

二、句子翻譯

1、To you, networking might mean attending a conference or trade fair event or meet new clients or partners.對人們而言，建立關(guān)系網(wǎng)絡(luò)也許不僅僅意味著通過參加會議或商品交易會等活動認(rèn)識新客戶或合作伙伴.2、I'd got to a reasonably senior level and I wanted to help other people to maximise their potential.我身處高管職位，希望能夠幫助其他女性充分發(fā)揮她們的潛能

3、I saw your advert for the post of client services executive in yesterday’s newspaper and I would like to apply for the position.我昨天在報(bào)紙上看見你們客服服務(wù)主管職位的招牌廣告，我想申請這個職位。

4、Following recent feedback on working hours,the head of human resources will give a presentation on Thursday 2 July at 4.30pm in the conference room.5、I’m coming to the event next week called Lanuching your business online.下周我將參加“創(chuàng)辦網(wǎng)上公司”的活動。

6、We've reviewed your sales figures and they're not really up to the level we need.我們查看了你的銷售數(shù)據(jù)達(dá)不到我們所期待的水平。

7、No one at his old factory was available to comment on how they would be replacing the six workers.就如何接管這六個員工的工作，廠方尚未作出任何評論。

8、The aim of this report is to assess whether Ms chuhova was unfairly dismissed and if the correct procedure was followed by her line manager.這報(bào)告的目的是評估察哈娃女士是否被不合理解聘以及她的部門經(jīng)理是否遵循；額正確的程序。

9、Working type up their every thought and send off emails with tremendous inaccuracy or complete pointlessness.。員工們把每個想法打好字，要么錯誤百出，要么完全不考慮禮節(jié)。

10、Now I speak to customers every day in the buzz of a target-driven environment.it’s fantastic.現(xiàn)在我每天和顧客交談，目標(biāo)明確，充滿激情。真是妙不可言。

11、Don’t misunderstand the customers.不要誤解顧客的意思

12、Don’t overload people with details.13、Salespeople are not necessarilyborn.銷售人員不是天生的三、數(shù)字翻譯

16,000,000,000

——sixteen billion turnover

978,000,000

—— nine hundred and seventy-eight million finnal income

160——one hundred and sixty countries

55,000——fifty five thousand employees

? —— half of 55,000 in the USA—— four division—— six percent of revenue dedicated to research and development

5,000,000,000 —— five million dollars revenue in Europe

2,000,000,000 ——two billion dollars rest of world revenue

1906 ——nineteen oh six company founded

112,000,000,000 —— one hundred and twelve billion total market

五、作文

Work inpairs.Choose one of the way of working below and prepare a mini-presentation on the topic for the rest of the class.A: WHAT IS IMPORTANT WHEN??

Job-sharing

● Find someone you like.● Organise and plan how you share the work.●

●

Finding someone you like is the most important when you start a job-share.As job sharing is a way for two people to both fill one job,finding someone you like is very important for the success of the scheme.You may find one from your current workplace, or you may find one outside through all kinds of contacts.Organising and planing how you share the work is also important.If it’s shared reponsibility, there is no division of duties but two people have to split the hours clearly to ensure that the work flows continuously.If it’s divided responsibility, each partner has to be clear about his own case—load or project to focus on during his working hours.If it’s unrelated responsibility, the partners have to learn what their separate tasks are in the same department, and each has to do his own share well.Communication is another important factor to consider when you arrange the job-share,especially for shared responsibility.Partners have to communicate well so that jobs are done smoothly.Using email, voicemail messages, daily logs and notes are some techniques that help facilitate communication.B:WHAT IS IMPORTANT WHEN??

Working from home

● Set up an office space in the house.●Plan your working hours and your breaks.●

Seting up an office space in the house is important whenworking from home.This will give you a feel of being in the office and concentrate more on work.In this way, it will easy for you to differentiate between wrok time and private time and you will not be easily distracted.it’s also important to plan your working hours and your breaks.Make it like in the office and set a timetable.But do not overwork yourself to make up for not being in the office every day.Make sure you have a break after you work for a few hours.In addiction, to make working from home really successful, you should make sure colleagues and clients can reach you as though you are in the office.This may help a lot to guarantee the efficiency.Part Two of the Speaking Test

(1)What is important when setting up your own business?

Prompts:

A good idea.Consider the market demand and target at potential customers.Knowing your customers.Keep a file of them.Adequate starting capital is also important.(2)What is important when your business is a partnership?

Prompts:

Good relationship with the other person.Mutual trust and full co-operation can bring out creativity.Both are willing to share responsibilities.Timely communication and decision making.(1)When setting up your own business, I think a good idea is very important.You should consider the market demand and target at potential customers.Under the guidance of the idea, you may cater for the urgent need of the customers, or solve the problems of the customers that other companies haven’t thought of.A good idea from the very beginning can avoid failure of a new company.Besides I think knowing your customers is also important..You ‘d better keep a file of your customers with names, age, profession and hobbies etc.Based on their personal information, you may guess the potential needs of the customers and inform them of your product lists at first time possible needs.Knowing your customers helps you to provide them with the information they need.Apart from the two points, I think adequate starting capital is also important.Only when you have enough money, can you provide varieties of products with good quality;or you can provide good service which is important to attract customers to your

(2)When your business is a partnership, relationship with the other person is very important.A good relationship with mutual trust and full co-operation brings out the potentials, experience and creativity to the full degree.With good relationship, it is easy for you to communicate with each other and deal with any new issues in time.Besides, it is also important that both are willing to share responsibilities.This will have direct impact on the success and failure of the business.With shared responsibilities, you can achieve your common objectives better and be strongly united against troubles and risks.On top of that, timely communication and decision-making will also help to improve the running of a business with partnership.六、作文memo1、you are a manager at Lar Bonner.After a meeting with staff, the company has agreed to extend parental leave for fathers from two weeks to three weeks.Write a memo to all staff.●refer to the previous meeting

●say when the news system will begin(25th September)

●remind staff that their manager need one month’s notice.To: All staff

From: Tom

Date: 25th July

Subject: Parental leave

Further to our previous meeting, I am pleased to confirm that parental leave for fathers has been extended to three weeks.The new system will come into operation as from 25th September.May I remind you that your managers will require one month’s notice.2、Say what has happened and why

Anounce the repreaentative’s visit

Say when and where his presentation will take place

Write 40-50 words only.Remember to include a To, From, Date and Subject line.To: All staff

From: Tom

Date: 1st October

Subject: resentation of new insurance policy

To offer staff a better health insurance scheme,We are now working with a new insurance company.Please note therefore that a representative from this company will present the new staff policy on 9th October at 2pm in the conference room.All staff are welcome to attend.WRITINGAn email1、You are a sminar organiser.You want to check details for an event next week with your two assistants.Write an email to your staff.Write 40-50 words.Say which rooms you have booked for the event.Ask them to confirm the schedule with secutity.Explain that one participant will be late.From: XXX

Subject: Confirmation of seminar details

Date:XXX

To: Assistant seminar organiser

Please note that I have booked Room 101 and 102 for the seminar next week.I’d be grateful if you would now confirm this booking and the finalschedule for the event with security.Also note that Mr singh will be one hour late on the Monday morning.2、Dear [name]

Would you please send me details of the next health and safetytraining event? I’m aware that it is due in the near future.Regards

[name]

2.Dear [name]

Thanks for reminding me.The training event takes place on the 3rd September from 9-5 in the conference rooms.Please inform all department managers and forward the attached documents which are to be read before the event.Thanks

[name]

3.Dear Department Managers,Would you all please note that the next health and safety training event takes place on the 3rd September from 9-5 in the conference rooms.As you know this is a legal requirement.Please also find attached documents which you should be familiar with before the event.Thanks for your cooperation.[name]

4.Dear [name]

Thanks for informing the managers.Unfortunately, the training event has been postponed.The reason is the trainer is unavailable.He has suggested the 23rd September, so can you let all managers know?

Sorry for the Inconvenience.[name]

5.Dear Department Managers,Following my previous email, I am writing to inform you of a change in date to the health and safety training event.Due to the unavailability of the trainer on the 3rd September, the event will now take place on the 23rd.All other details remain the same.Apologies for any inconvenience caused.[name]

第五篇：商務(wù)英語

行業(yè)介紹快餐行業(yè)

公司介紹McDonald's Corporation

隨著西方習(xí)俗和文化對亞洲的滲入，西方的快餐業(yè)也大量融進(jìn)中國市場。其中麥當(dāng)勞就是最成功的快餐行業(yè)中的例子?，F(xiàn)在麥當(dāng)勞擁有超過31000家快餐廳，分布在全球121個國家和地區(qū)，擁有39000人，無疑是世界快餐業(yè)的巨無霸。麥當(dāng)勞的成功和它管理的規(guī)范化和產(chǎn)品質(zhì)量的標(biāo)準(zhǔn)化及服務(wù)的周到密切相關(guān)。在對麥當(dāng)勞的參觀過程中，我們進(jìn)一步了解到麥當(dāng)勞內(nèi)的操作體系和程序，員工內(nèi)的獎懲制度以及顧客至上的原則。本人參考許多文獻(xiàn)及網(wǎng)上資料，將在本報(bào)告中對麥當(dāng)勞進(jìn)行以下幾方面的分析：公司文化，客戶價值，產(chǎn)品，員工及競爭對手等方面對麥當(dāng)勞終端市場做出描述并給出SWOT分析和評價，并對公司的未來發(fā)展給出個人的意見和建議。最后，將結(jié)合公司文化和自身特點(diǎn)談?wù)劚敬螌?shí)習(xí)的意義和感悟。

麥當(dāng)勞終端市場分析

1.企業(yè)文化

企業(yè)文化是一個公司的靈魂，是一個公司揚(yáng)帆遠(yuǎn)航的指南針。企業(yè)文化是為一個企業(yè)所信奉的主要價值觀，是一種含義深遠(yuǎn)的價值觀、神話、英雄人物標(biāo)志的凝聚。我將從以下幾個方面描述麥當(dāng)勞的企業(yè)文化

1.經(jīng)營理念特許經(jīng)營模式QSCV

特許經(jīng)營模式 麥當(dāng)勞采用特許經(jīng)營的方式，在全球范圍有越來越多的加盟店進(jìn)入，達(dá)到產(chǎn)品標(biāo)準(zhǔn)化、服務(wù)標(biāo)準(zhǔn)化、促銷標(biāo)準(zhǔn)化，進(jìn)一步擴(kuò)大了它的品牌。麥當(dāng)勞提供日常營運(yùn)操作、培訓(xùn)、營銷、廣告、人力資源、采購和店鋪選址等廣泛的支持和保障，讓被特許人不僅在創(chuàng)業(yè)初始無后顧之憂，更能在未來餐廳發(fā)展上，贏在細(xì)節(jié)和執(zhí)行。

4.麥當(dāng)勞擁有世界上最優(yōu)秀的供應(yīng)鏈，通過與供應(yīng)商緊密合作，以全球化采購的方式，確保以最有競爭力的價格提供最優(yōu)質(zhì)的原料。

以租賃為主的房地產(chǎn)經(jīng)營策略

麥當(dāng)勞開展特許經(jīng)營主要是以購買或租賃地產(chǎn)的形式進(jìn)行，麥當(dāng)勞公司總部長期承租或購進(jìn)土地和房屋，然后將店面出租給各加盟店，這種經(jīng)營策略，實(shí)質(zhì)上是把第一債權(quán)人的權(quán)利轉(zhuǎn)讓給了麥當(dāng)勞總部，使它具備了從銀行取得貸款的資格，從而解決了各加盟者開店的資金困難，為麥當(dāng)勞特許經(jīng)營的順利開展奠定了堅(jiān)實(shí)的基礎(chǔ)。

聯(lián)合廣告基金制度

設(shè)立廣告基金是麥當(dāng)勞開展特許經(jīng)營的重要營銷策略，由加盟者聯(lián)合起來，共同籌集資金承擔(dān)廣告費(fèi)用，可以在更大范圍內(nèi)擴(kuò)大麥當(dāng)勞的統(tǒng)一品牌形象，彌補(bǔ)加盟者單獨(dú)進(jìn)行品牌宣傳廣告經(jīng)費(fèi)不足的問題。

SQCV

Q代表優(yōu)質(zhì)，是指麥當(dāng)勞為保障食品品質(zhì)制訂了極為嚴(yán)格的標(biāo)準(zhǔn)。麥當(dāng)勞對品質(zhì)管理十分嚴(yán)格，視頻制作超過一定期限就舍棄不用，如漢堡包的時限是10分鐘，炸薯?xiàng)l的時間是7分鐘，原產(chǎn)品面包一般是15天，肉餅最多也不能超過3個月。麥當(dāng)勞的每一家分店食品質(zhì)量和配料都一樣，也同樣保證麥當(dāng)勞食品送到顧客手中之前，經(jīng)過了一系列周密的品質(zhì)保證系統(tǒng)。嚴(yán)格的標(biāo)準(zhǔn)使顧客在任何的時間，任何地點(diǎn)所品嘗到的麥當(dāng)勞食品都是同一品質(zhì)的，一切以質(zhì)量取勝。

S代表服務(wù)，是指按照細(xì)心、關(guān)心和愛心的原則，提供熱情、周到、快捷的服務(wù)。麥當(dāng)勞餐廳的侍應(yīng)生謙虛有禮，餐廳設(shè)備先進(jìn)快捷。顧客等候的時間很短，還備有各類消毒的食品包裝，干凈方便。餐廳布置典雅，播放輕松的樂曲，顧客在用餐之余還能得到優(yōu)美的聽覺享受。

C代表清潔，是指麥當(dāng)勞制訂了必須嚴(yán)格遵守的清潔工作標(biāo)準(zhǔn)。如與昂你上崗前必須用特制的殺菌洗手液搓洗20秒，然后沖凈，烘干，甚至連廁所都規(guī)定了衛(wèi)生標(biāo)準(zhǔn)。

V代表價值，即物有所值，是為了進(jìn)一步傳達(dá)麥當(dāng)勞的 “向顧客提供更有價值的高品質(zhì)“的理念。麥當(dāng)勞的食品講求味道、顏色、營養(yǎng)。價格與所提供的服務(wù)一致，讓顧客吃了之后感到真正的物有所值。

2.服務(wù)理念顧客第一；高效、快速；“苛刻”更多歡笑，更多選擇，盡在麥當(dāng)勞

為了使各加盟店都能夠達(dá)到令消費(fèi)者滿意的產(chǎn)品與服務(wù)標(biāo)準(zhǔn)，麥當(dāng)勞建立了嚴(yán)格的檢查監(jiān)督制度。麥當(dāng)勞體系有三種檢查制度：1.常規(guī)性月度考評；2.公司總部的檢查；3.抽查。公司總部統(tǒng)一檢查的表格主要有食品制作檢查表、柜臺工作檢查表、全面營運(yùn)評價表和每月例行考核表等；

為了吸引顧客，提高服務(wù)質(zhì)量，麥當(dāng)勞始終堅(jiān)持優(yōu)質(zhì)服務(wù)，雷。克羅克提出一句口號：“把自己擺在顧客的位置上，“要求員工”將心比心“，事事時時為顧客著想。另外，麥當(dāng)勞要求員工都是要微笑待客的，而每家麥當(dāng)勞里都有一位接待員為顧客提供服務(wù)。此外，快捷的速度，創(chuàng)造歡樂舒適的氛圍，順應(yīng)顧客要求，不斷提高服務(wù)質(zhì)量一直是他們的服務(wù)宗旨。

客戶價值

每一個企業(yè)都深知客戶就是上帝，客戶的忠實(shí)度對一個企業(yè)來說是非常重要的。因此在質(zhì)量、服務(wù)方面麥當(dāng)勞一直重視著客戶價值。這些都已經(jīng)體現(xiàn)在服務(wù)理念及產(chǎn)品方面中。

產(chǎn)品

麥當(dāng)勞的所有產(chǎn)品原材料均來自一個廠商，不會因?yàn)橐獪p少運(yùn)輸費(fèi)而在當(dāng)?shù)剡M(jìn)行購買達(dá)到標(biāo)準(zhǔn)的統(tǒng)一化。并且它在選擇合作者的條件上十分嚴(yán)格，如麥當(dāng)勞的面包是不會掉渣的?？煽诳蓸返淖羁煽跍囟仁?度，所以它的可樂都是保持在4度的。麥當(dāng)勞的產(chǎn)品在同等質(zhì)量上與其他競爭對手相比，是價格低的。而同等價格上它的質(zhì)量絕對是好的，并且美味的。

員工方面

麥當(dāng)勞采用人性化管理，將其廣大員工和人才視為最大的兩大財(cái)富之一。麥當(dāng)勞公司的合作者們首先是“隊(duì)員”，其次才像其它公司的人一樣是雇員。團(tuán)體觀念在一個工作條件艱苦的行業(yè)中是十分重要的，在麥當(dāng)勞，艱苦的工作條件和激烈的競爭，要求每個人的必要的諒解和容忍的精神。為了提高服務(wù)質(zhì)量，對工作人員的挑選非常認(rèn)真，注意職工素質(zhì)的訓(xùn)練，對新招來的職工必須進(jìn)行為期10天的訓(xùn)練，才能正式提任店員。麥當(dāng)勞特別重視管理人員和服務(wù)人員的培訓(xùn)，并且為了激發(fā)公司員工上下團(tuán)結(jié)一致，麥當(dāng)勞采取以下的措施，1善待員工，讓他們懂得你是為他們著想的，2多參與員工們的活動，了解他們的苦衷，及時與員工們溝通3 給下屬們創(chuàng)造良好的工作環(huán)境，讓他們知道管理者處處體貼他們4認(rèn)同員工的表現(xiàn)，向員工表示贊賞，不僅要口頭肯定，還要適當(dāng)加薪，讓他們知道管理者隨時在肯定他們的貢獻(xiàn)5容忍每位員工的個性與風(fēng)格，使他作為一個活生生的人存在嗎不要把他們管理成僅會說話的機(jī)器。

競爭對手

除了清潔程度，服務(wù)標(biāo)準(zhǔn)，質(zhì)量的大大不同外，很多人都在詫異，為什么肯德基在中國比麥當(dāng)勞受歡迎，但麥當(dāng)勞確是世界上的巨無霸呢。很大程度上，是因?yàn)辂湲?dāng)勞的質(zhì)量標(biāo)準(zhǔn)化，世界每一個角落的麥當(dāng)勞都是一個味道的，曾經(jīng)有老外人，在中國吃麥當(dāng)勞有家的味道。我想這是很多快餐店無法比較的。

SWOT 的分析

1、S: strength, 即優(yōu)勢快捷，美味，服務(wù)好，質(zhì)量好

產(chǎn)品質(zhì)量好，價格實(shí)惠

服務(wù)周到，真誠對待每一個顧客，環(huán)境優(yōu)雅整潔

點(diǎn)餐時間短，方便快捷。

員工忠誠度高，團(tuán)隊(duì)精神強(qiáng)。

注重了年輕顧客，尤其是一些小朋友

2、W: weakness, 即劣勢。

店鋪分布不夠廣泛，品種不是太齊全，有的產(chǎn)品不適合部分客戶的口味，如辣。

廣告不夠響亮，及普遍。

3、O：opportunities,即機(jī)遇

隨著工作的緊張及時間的不足，越來越多的人開始選擇吃西式快餐。

知名度的提高，越來越多人 開始喜歡上麥當(dāng)勞。

為很多顧客提供了方便，市場的進(jìn)一步擴(kuò)大化

4、T：threats,即挑戰(zhàn)

越來越多的人懷疑西式快餐的營養(yǎng)程度，成本越來越高，來自KFC的競爭越來越大。以及食品 原材料的保存，許多關(guān)于肉類的傳染病的出現(xiàn)。質(zhì)量和品牌的持續(xù)保證。市場分析

麥當(dāng)勞市場分析 默認(rèn)分類 2007-12-31 13:32:29 閱讀1130 評論0字號：大中小 訂閱

1、麥當(dāng)勞的市場優(yōu)勢在于清潔（clean）、快速(fast)、品質(zhì)（quality）、服務(wù)（service）、價值感（value）。

2、麥當(dāng)勞以年輕人為主要目標(biāo)市場（年齡由４—３０歲男、女性），3、市場定位：A．麥當(dāng)勞：以年輕、活潑作訴求，希望提供一個輕快的用餐環(huán)境。

4、麥當(dāng)勞：依消費(fèi)者對消費(fèi)價值感的知覺來感受價值，加以訂價。

環(huán)境戰(zhàn)略：麥當(dāng)勞：○以地區(qū)人口分布決定開店地點(diǎn)與規(guī)模；○著重地區(qū)分布與物流配銷問題；肯得基：○人口結(jié)構(gòu)與密度；○商

圈特征（以商業(yè)區(qū)分布與學(xué)校附近及人潮集中地區(qū)為主）

５、通路策略：麥當(dāng)勞：逐步向中南部發(fā)展，并發(fā)展適合各種商圈與立地條件的店（包括人潮集中區(qū)、車站附近、學(xué)校、商業(yè)區(qū)、金融圈）?？系没喝嫘园l(fā)展。ZHG：以快速開店來占據(jù)市場空間拉近與麥當(dāng)勞的距離，并定位于市場追隨者的角色。

６、推廣策略：在零售服務(wù)業(yè)的行銷策略中，企業(yè)形象的建立與知名度的炒熱相當(dāng)重要。除了通過經(jīng)營者所提供的商品帶給消費(fèi)者的感覺外，廣告與促銷活動更是經(jīng)營者在爭取消費(fèi)者認(rèn)知與印象的重要策略。因此，廣告策略與促銷戰(zhàn)略的實(shí)戰(zhàn)運(yùn)用，并發(fā)出適當(dāng)?shù)膹V告與促銷訊息與消費(fèi)者心連心，建立密切關(guān)系，乃是推廣策略的主要課題。快餐業(yè)的推廣策略分述如下，快餐連鎖店的推廣策略：

電視廣告。麥當(dāng)勞：○帶動狂熱；○大量投入TV廣告；○密集強(qiáng)打。

促銷活動：麥當(dāng)勞：○合作促銷生日餐會；○贊助回饋社會活動。

公共報(bào)道：麥當(dāng)勞：○利用機(jī)會制造新聞事件；○各種活動吸引各媒體注意；

７、口碑宣傳及耳語運(yùn)動（Whisper Campaign）是極重要的溝通方式。此外，加強(qiáng)服務(wù)、維持良好品質(zhì)都是必須落實(shí)執(zhí)行的事項(xiàng)。（5）促銷活動最常使用的方式是贈品與贈獎，舉凡贈送小禮物、集點(diǎn)券、贈獎券等都非常流行與有效。（6）與其他企業(yè)合作做聯(lián)合廣告也是很有效果的方式。例如麥當(dāng)勞與俏麗洗發(fā)精的聯(lián)合廣告即很成功。（7）社會愛心回饋活動、寫作比賽、親子活動、快樂家庭等顧客參與性的宣傳與促銷活動漸漸被快餐經(jīng)營者所采用。（8）連鎖店整體企業(yè)形象的塑造與提升，必須藉公益性活動、體育贊助活動以及捐血活動等慈善活動達(dá)成。（9）動用新聞性、話題性的訊息來做“議論紛紛”的宣傳，可吸引大眾傳播媒體的注意與免費(fèi)的宣傳報(bào)道。（10）由各家分店的小商圈行銷策略中，可做定點(diǎn)行銷與廣告表示的模范。同時，針對各商店附近的商圈特性、人潮特性加強(qiáng)促

銷與推廣的整體活動。

8、麥當(dāng)勞還主動創(chuàng)造記者采訪機(jī)會，參加公益活動，獲得公眾注意。在麥當(dāng)勞的公關(guān)手冊中，還提到在各個不同市場應(yīng)采取的不同手段，如在以家庭為主的市場可將漢堡包所得捐給當(dāng)?shù)氐膶W(xué)校做樂隊(duì)制服，手冊還指導(dǎo)加盟者如何爭取報(bào)紙報(bào)道各店的活動，如何爭取照片上報(bào)等。麥當(dāng)勞每年捐出4%的營業(yè)所得，約5000萬美元用于各項(xiàng)贊助活動，麥當(dāng)勞總裁透納曾說：“使我們的名字出現(xiàn)在公眾

面前，而創(chuàng)造一個足以抵消賣漢堡包的企業(yè)形象。我們的動機(jī)99%是商業(yè)性的。

5、個人建議

進(jìn)一步的擴(kuò)大市場，加大廣告力度，在商業(yè)繁華地多參加一些店鋪的數(shù)量。

適應(yīng)一些地方的獨(dú)特口味設(shè)計(jì)一部分符合當(dāng)?shù)厝说氖称罚黾訝I業(yè)額。

順應(yīng)市場的發(fā)展，多生產(chǎn)可愛特別的玩具吸引小朋友

個人感悟

1.整個企業(yè) 人生總是充滿機(jī)遇的，只是我們很多時候沒有發(fā)現(xiàn)。像克羅克發(fā)現(xiàn)了麥當(dāng)勞特許經(jīng)營的商機(jī)，而麥?zhǔn)闲值軈s沒有，將這么好的機(jī)會讓給了別人。一個企業(yè)最重要的是企業(yè)文化，樹立好的口碑，敢于在行業(yè)領(lǐng)域中創(chuàng)新，處處為顧客著想?？觳托袠I(yè)中不僅僅產(chǎn)品的質(zhì)量很重要的，同樣餐廳氛圍也是很關(guān)鍵的。另外，商業(yè)中要懂得抓住重點(diǎn)，像麥當(dāng)勞將它的市場主要定位于年輕人，重點(diǎn)還要吸引孩子們，像在餐廳內(nèi)設(shè)置游樂場所。服務(wù)的重要性，管理的完善性，管理者的智慧，良好的市場調(diào)查，質(zhì)量的保證，顧客滿意的重要性在麥當(dāng)勞中都得到很好的體現(xiàn)。

對自己的認(rèn)識

無論是在大學(xué)學(xué)習(xí)中還是在以后的工作中，我們時刻都要保持創(chuàng)新精神，善于尋找機(jī)遇，創(chuàng)造機(jī)遇。另外，從麥當(dāng)勞中我主要學(xué)會了團(tuán)隊(duì)精神，無論是領(lǐng)導(dǎo)還是員工首先他們是一個團(tuán)隊(duì)，團(tuán)隊(duì)中一直活躍著奮進(jìn)和家的氣氛企業(yè)內(nèi)部的支持和信賴是非常重要的，他們以親人的形式互相支持，共同奮進(jìn)，在快樂的氛圍下，所有人都充滿了干勁才能更好的工作為企業(yè)做貢獻(xiàn)。我們無時無刻都要嚴(yán)格的要求自己，像麥當(dāng)勞公司用嚴(yán)格的標(biāo)準(zhǔn)來要求雇員的衣著、修飾及儀態(tài)。我們更要時刻的要求自己，只有嚴(yán)律才會使自己奮斗上進(jìn).。