商务英语文本文档

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商务英语文本翻译

On the evening of July 24, 2021
4.1 翻译原则
Courseware template
2.专业原则
1）在翻译的过程中要注意正确使用商务专业术语、缩略语及出现在不同领域中的专业新词语。
例如：兹通告，友谊公司将采取一切必要的措施，追究任何未经许可制造或销售注有“友谊”商标的当事人。
Notice is hereby given that Friendship Ltd. will take all necessary
measures against any party manufacturing and/or selling any
garment bearing the trade mark of “FRIENDSHIP” without being
我方认为…… It is considered that… 由此可见…… It can be seen from this point that… 2)另外，汉语商务文本中有些强调被动语态的词语在英译时当然要处理成被动语态。如“受……”、“为……所……”、“给……”、 “遭……”、“由……”、“予以……”等。例：货物必须在货物到达目的地后30天内提出，逾期将不被受理。 Claims must be made within 30 days after the arrival of the goods at the destination, after which no claims will be entertained.
On the evening of July 24, 2021
2.文体特征
Courseware template
1.商务英语一般风格朴实，明白易懂，淡于修饰，很少使用比喻，拟人，夸张等修辞手段。目的是提高时效性。

高级商务英语文本

高级商务英语文本Present TensesFocus: time management and current problems facing a service company1. Management themesRead the following text and then discuss the questions below.Time management has become one of the key issues of the second half of the twentieth century. Managers, grappling with work pressures and deadlines, have come to recognise that time is a precious commodity to be 'saved', 'gained', and not 'wasted' or 'lost'. But if time is a commodity, how then can we best describe, measure and manage it?To describe and manage it, imagine a line that goes back to the beginnings of creation and continues into the mists of the future. And on that line are a number of significant marksthese separate the past from the present from the future. And within each time zonepast, present and futurewe can differentiate periods of time from points of time. For example, the 1980s gave us a period of rapid economic growth; black Monday was a point of sudden financial catastrophe.How can this brief analysis help the internationalmanager? Firstly, there is the link between past, present and future. In other words, historical performance should be a guide to the future, and the present ought to represent last year's forecast. So changethat which normally differentiates any two periods on our continuumcan be seen as a gradual evolution rather than a dramatic revolution.Secondly, the use of a timeplanning system, on which key points and periods are plotted, enables managers to organise their activities so that bottlenecks can be avoided and deadlines can be met. So stress, where the jobs to be done exceed the available time, can be reduced to an acceptable and productive level.1.1 DiscussionDoes your organisation live in the present? Does it change with the times?Do you work in a stressful environment? Do you think that time management can reduce stress?2. ListeningYou are going to h。

BEC商务报告模板

例题1 （文字题）The staff at your company were recently asked what they thought about working conditions. Your line manager has asked you to write a report summarizing their opinions and suggesting possible improvements.Look at the information below, on which you have already made some handwritten notes.Then, using all your handwritten notes, write your report. Write 120-140 words.I know your had a meeting with staff recently.Can your write a report telling me what staffthought about working conditions, what changes can be made, and how the company will benefit from improving conditions?better productivityMeeting with employees about working conditionsStaff had some good things to say but they also mentioned these problems: the need for more flexibleworking hours poor condition of some office areastoo little paid holidaygive an exampleexplain why neededsay what biggest problem issuggest a solutionSample 1Report on: Staff opinion about working conditions This report aims to summarize the results of the last staff meeting.FindingsFirst, most of the employees are really satisfied with the new smoking policy. But there are also some problems.Due to the fact that many employees have to care for children they would rather prefer flexible working hours.Furthermore some office areas are in a poor condition, most important is that a few of them do not have sunlight at their workplace. There is also a problem with the payment when going on holiday, which is too less for our workers.ConclusionIn conclusion the opinions about this topic are much better compared with last year, but there is still a lot to do.Recommendation:It is suggested to create a bonus system forincreasing holiday payment and not of least to increase productivity.Band 3All the content points are covered and despite a number or language errors, the message is clearly conveyed. The report has been organised into sections, although at times paragraphing is in need of attention.Sample 2Report on satisfaction-level of staff members IntroductionThis report aims to show weather our staff members are satisfied with their working conditions or not. FindingsThe recent meeting shows clearly that our staff is quite satisfied with the working conditions. Especially, a lot of them have praised our pension scheme and our childcare vouchers.Nevertheless, some complained about unflexible working hours, as they have to take care of their children at home.Apart from this, the poor condition of some office areas was mentioned. A lot of them are dissatisfied with the dirt on the floors and the old-fashioned computer systems.Finally, I would suggest to increase the number of days off, as most members feel quite exhausted a fter 6 months without holiday.ConclusionIn my opinion, we should try to improve workingconditions for this will lead to more productivity in the end.Band 5All the content points have been addressed and the target reader would be fully informed. The report is effectively organised, making use of headings and discourse markers. The range of vocabulary and grammar is good, and where errors occur they are minor. The register and format are consistently appropriate.。

商务英语文本

商务英语文本商务英语文本通常是指在商业环境中使用的英语文本，包括商业信函、合同、报告、提案等。

以下是一个简单的商务英语文本示例：Dear [Name],I hope this email finds you well. I am writing to discuss the possibility of a business partnership between our two companies.Our company, [Your Company Name], is a leading provider of [Your Company's Services or Products]. We specialize in [Your Company's Specialties] and have a strong reputation in the industry. We are interested in exploring opportunities to collaborate with [Their Company Name] on a range of projects.We believe that our complementary strengths and expertise wouldbe highly beneficial for both companies. We would be able to bring [Your Company's Resources or Advantages] to the partnership, while [Their Company Name] could contribute [Their Company's Resourcesor Advantages]. Together, we would be able to achieve greater success than we could alone.To discuss the possibilities further, we would like to arrange a meeting with you and your team at your earliest convenience. We are available at any time in the next two weeks and would be happy to meet at your office or a location convenient for you.Please let us know if you are interested in exploring this opportunity further and we will proceed with the necessary arrangements. We look forward to the possibility of working with you and [Their Company Name] in the future.Best regards,[Your Name][Your Position][Your Contact Information]。

商务英语BEC高级写作范文汇总

商务英语BEC高级写作范文汇总DearYour counter proposal on the above referenced project has been reviewed and is acceptable in its entirety.We are enclosing an executed copy of the agreement along with two copies for your files.We are enthusiastically looking forward to this project and are pleased about having the opportunity to work together.ACKNOWLEDGEMENT AND ACCEPTANCE OF ORDERDate :To : _ [Customer]We are in receipt of your order as contained in the attached purchase order form. We confirm acceptance on said order subject only to the following exceptions : [Describe] ^_On exceptions noted , we shall assume you agree to same unless objection is received within ten days of receipt of this notice. Thank you for your patronage.Very truly实用文档专业设计提高办公、学习效率ACCEPTANCE OF ORDER WITH DELIVERY IN LOTSDate :To : _ [Customer]We acknowledge acceptance of your order as per your order of _ , 19_. The goods will be shipped to you in the following lots : [Specify lots and delivery schedule]We request that payment be made as each lot is received.Very truly,DearAttached is an accepted copy of your Purchase Security Agreement for the [specify equipment].There are [number] remaining quarterly payments. Your first quarterly payment will be due on [date] , and we will you an invoice for it approximately one month prior to that date. Please return the remittance portion of the invoice with your check.实用文档专业设计提高办公、学习效率Under the Agreement, this contract is non-cancellable during the term of the contract. The balance , however , can be paid off at any time prior to theexpiration of the contract.We would like to take this opportunity to express our appreciation for your business. If you have any questions concerning your contract or if we can be of service to you in any way , please let us know.DearIt is with deep regret, that we accept your resignation as [position] of the [organization]We can appreciate the demands that this position has placed on you , and appreciate all of the fine contributions you have made as [position] DearThank you for your ments. A copy of your letter has been forwarded to the author for his response. I am sure you will be hearing from him in the near future.实用文档专业设计提高办公、学习效率I am pleased that you found our article informative and hope that you will continue to read our publication. Should you have anyments or questions in the future , please do not hesitate to write to this office.We value our readership and are proud to have you as a member of our family of subscribers.ACKNOWLEDGEMENT OF APPLICATIONDate :To : _ [Applicant]We appreciate your interest in being employed by our firm.We regret to inform you , however , that the available position[s] has been filled , and we cannot give your application further consideration at the present time.Your application will be kept on file for future reference should an opening arise.Very truly,Dear实用文档专业设计提高办公、学习效率We have received your letter acknowledging receipt of the items we ed to you and noticing us to cancel shipment of your order for those items which are back ordered.We will be issuing you a refund as soon as we have pleted the necessary paperwork for your account.We would like to take this opportunity to thank you for shopping through [name] Our new [specify] catalog should be arriving at your home shortly, and I believe you will be pleased by some of the beautiful choices our buyers have made this season.Thank you for your patience and understanding and for providing us with the opportunity to be of service to you.DearThank you for your order. At this time we cannot fill your order due to an unexpected shipment delay from our overseas suppliers.We will hold your order for arrival of the merchandise , and ship shortly thereafter. Unfortunately , we cannot provide you with a specific shipping date at this time.Thank you for your anticipated patience in this matter.实用文档专业设计提高办公、学习效率DearThank you for your kind letter regarding your exceptional treatment by one of our employees. A copy of your letter has been forwarded to thepersonnel department and will be included in the employee's file.So seldom is it that a customer takes the time to write a letter of appreciation , that I feel moved to reward your initiative.Please accept the enclosed certificate , which , when presented , will entitle the bearer to a ten percent discount on the merchandise being purchased at that time.This is but a small token of our appreciation of customers such as you , upon whose satisfaction we have been allowed to grow and prosper in this highly petitive marketplace.Again , on behalf of our entire organization , a heart-felt thank you.DearBecause Mr. Jones is out of the office for the next two weeks I am acknowledging receipt of your letter dated May 20 , l983. It will be brought to his attention immediately upon his return.实用文档专业设计提高办公、学习效率If I may be of any assistance during Mr. Jones' absence , please do not hesitate to call.DearThe [product name and model number] that you ed to us for repair wasreceived on [date] We will be returning it to you as soon as the necessary adjustments are made.We are sorry that you experienced a problem with our product and want to thank you for purchasing a [name of product]DearThis is to inform you that we have carefully reviewed your estimate on the parking lot refurbishing. We are planning to contract with you for this work.We are unable to let this contract immediately, as final approval of expenditures of this nature must e from the head office in New York.We expect to receive approval or disapproval within the next 30 days. At such time , we will contact you with instructions accordingly.实用文档专业设计提高办公、学习效率If we may be of any assistance in the meantime please feel free to contact this office.Dear :We appreciate your interest in submitting to us an idea or proposalrelative to :Our firm receives many ideas, suggestions and proposals, and has many of its own projects under development. Therefore , it is possible the idea or prooposal you plan to submit to us has been considered and/or may already be in the planning stages.Nevertheless , we would be pleased to accept your idea or proposal for review , provided it is ac panied by this acknowledgement letter signed by you.It is understood that:1.Samples or other submissions will be returned to the submittor only if return postage or freight is prepaid.2.The pany accepts no resonsibility for casualty or loss to samples in our possession.实用文档专业设计提高办公、学习效率3.The pany can accept no responsibility for holding any information in confidence.4.The pany shall pay pensation only in the event it, a ) accepts the idea ,b ) has received the idea only from the submittor, and c) reaches agreement with the submittor as to terms and conditions.If these terms are acceptable to you , please sign where indicated below and return together with your idea or proposal.Very truly,The foregoing terms and conditions are understood and acknowledged._______________________ SubmittorDearWe are sorry to hear that you have been experiencing problems with your new [name of product].While we do ask that our customers contact their dealer in the event of a problem , we recognize that, in your case , it his would be impossible. Therefore , if you will carefully package the unit in its实用文档专业设计提高办公、学习效率original carton and send it to us , our "doctors" will put it through a thorough examination to determine the source of the problem.If the problem turns out to be a minor adjustment, we shall make the repair and be sure to return the [product] to you within thirty days. If our determination is that the unit is defective , we will send you an immediate replacement.Again , I am sorry that you experienced this difficulty and wish to thank you for your patience and for purchasing our [product].GUARANTEEFOR VALUE RECEIVED , the undersigned hereby guarantee absolutely and unconditionally prompt payment of the within Note and agree to pay all cost of collection, legal expenses and attorneys' fees, incurred or paid by the holder of the within Note in the collection and/or enforcement of said Note and the enforcement of this Guaranty.No renewal or extension of said Note , no release or surrender of any security for said Note or this Guaranty , no release of any person primarily or secondarily liable on said Note (including any maker , endorser or guarantor), no delay in the enforcement of payment of said Note or this Guaranty and no delay or omission in exercising any实用文档专业设计提高办公、学习效率10right or power under said Note on this Guaranty shall affect the liability of any of the undersinged hereunder. The undersigned expressly waives presentment, protest, demand , notice of dishonor or default, notice of acceptance of this Guaranty and notice of any kind with respect to said Note or this Guaranty or the performance of the obligation under said Note or Guaranty._________________ (SEAL )_________________ (SEAL )DearI have written to you several times over the past three months requesting an explanation on why you have failed to bring your account with us current.By ignoring these requests , you are damaging the excellent credit record you had previously maintained with our pany. In addition , you are incurring additional expense to yourself and to us.Unless I hear from you within ten days, I will have no other choice but to turn your account over for collection. I am sorry that we must take such drastic action but I am afraid you leave us no alternative. You can实用文档专业设计提高办公、学习效率11preserve your credit rating by remitting your check today for the amount stated above.DearThis letter will confirm [individual(s] telephone conversation with you today concerning an increase in our billing rate to [amount] per hour , effective [date] It is necessary that we request this increase due to a rise in the cost of conducting our business. We are faced with an increase in payroll taxes and insurance along with an increase in our overhead costs. In addition to the above, we also seek a modest profit.Attached are copies of our service agreement and we request that you sign one copy and return it to us indicating your approval of this new rate.FINAL NOTICE BEFORE LEGAL ACTIONDate :To : _ [Customer]We have repeatedly requested payment of $_ , on your overdue account. Our demands for payment have been ignored.实用文档专业设计提高办公、学习效率12Accordingly , we shall turn this account over for collection within the next ten days unless payment, or an acceptable proposal for payment is obtained.Enforced collection on this obligation may result in additional legal or court costs to you and may impair your credit rating.Very truly实用文档专业设计提高办公、学习效率13。

初级商务英语[BEC]文本

初级商务英语[BEC]文本初级商务英语[BEC]文本- -Tag：商务英语Unit 1First meetings 1introductions and greetings1. Listening You are going to hear a number of people introducing themselves. Some of the introductions involve two people,some involve three. First look at the conversations in the pictures below. Then, as you listen, number these conversations inthe order you hear them. The first one has been done for you.a.( ) A: Hello, I'm...B: Nice to meet you. My name's...b.( ) A: Hello, let me introduce myself. My name's...B: Pleased to meet you. I'm...c.( ) A: I don't know anyone here. You'll have to introduce meB: Of course, Roger ,this is...C: Nice to meet you.d.( ) A: How do you do? My name's...B: Nice to meet you. Mine's...e.( ) A: I haven't met your Managing Director yet.B: Oh, I'm sorry. Dr. Mannheim, this is .C: Very nice to meet you.f.( ) A: Let me introduce you two. Maxine, this is Francis.B: Nice to meet you.g.( ) A Could you introduce me to the Marketing Manager?B: Of course, John...Philip, let me introduce you to ...C: Nice to meet you.Listening task(1) A: Hello, let me introduce myself. My name's Klein, Gunther Klein.B: Pleased to meet you. I'm Geoff Snowdon.(2) A: How do you do? My name's Paul Matthews.B: Nice to meet you. Mine's Akira Mishima.(3) A: Hello, I'm Tom.B: Nice to meet you. My name's Francine.(4) A: Peter, could you introduce me to the Marketing Manager?B: Of course, John...Philip, let me introduce you to john, our new Computer Manager.C: Nice to meet you, John, we're going to be working together.(5) A: Herr Tubingen, I haven't met your Managing Director yet.B: Oh, I'm sorry. Come and meet him. Dr Mannheim, this is Mr. Roberts. He's over from the States on a visit.C: Very nice to meet you, Mr. Roberts. How long are you here for?(6) A: Jane, I don't know anyone here. You'll have to introduce me.B: Of course, I'll introduce you to Roger first. He's the host...Roger, this is Susan. She's just moved to the area.C: Nice to meet you, Susan. Do you come from these parts?(7) A: Let me introduce you two. Maxine, this is Francis.B: Nice to meet you, Maxine. Are you an old friend of Tony's?C: Oh yes, Tony and I have known each other for years, haven't we?A: Yes, that's right.2.Prisentation Introductions often include thes steps:You heard two types of introduction:GreetingOr } introduction --> responserequest for introductionYou head two types of introduction:introducing yourselfintroducing some one elseNotes:1. Some introductions are more formal than others. The use of first names indicates informality.2. In English-speaking cultures, peolle usually shake hands on first meting.Now listen again and indicate whether the introdcution is formal(F) or informal(I). The first one has been done for you.Introduction 1 ( F) Introduction 2 ( )Introduction 3 ( ) Introduction 4 ( )Introduction 5 ( ) Introduction 6 ( )Introduction 7 ( )3. Contralled practiceComplete the introductions.(1). Peter King introduces himself to Jack Simpson:Peter King: Hello, My name's Peter KingJack Simpson: I'm Jack Simpson.(2). Philip introduces Sarah to James:Sarah: Philip, I Here. You'll have to .Philip: Of , I'll to James. He's an old friend of mine.James, Sarah, she's just joined the company.James: ,Sarah. Where do you come from?(3). Rod Burton introduces Pete T aylor to an importantcustome:Pete: Rod, I Mrs Rogers, the Purchasing Manager from Kentons.Rod: I'm . Come and meet her. Mrs Rogers, Pete Taylor, our Export Sales Manager.Mrs Rogers: What countries do you cover?(4). Klaus Fischer introduces himself to an American visitor:Klaus Fischer: How ? MyAmerican: . Brenda Cole.课文注释及词汇讲解* We are going to be working together.我们将在一起工作。

BEC商务英语文案版(1)

Lian: As I understand it, you are interested in exclusive rights to the
distribution of our tea.
A similar statement ：overview
Let me see if I’ve got this right… So, the most important thing for you is…
Lian: Excuse me, Douglas. What exactly do you mean by C.I.F.? Douglas: Oh, excuse me. C.I.F. stands for Cost, Insurance, and Freight of your product landed in Australia, which will be borne by the supplier.
ቤተ መጻሕፍቲ ባይዱ
Summary: We’re interested in merging with your company We think it’s time we merged with your company. We’re looking for a partnership between our companies. Clearify: Is that clear? Can you follow that? How does that sound? Explaination:
What exactly does that mean? So you’re saying that we’ll pay? Could you clarify a point for me?

商务英语文本范文

商务英语文本范文1Business English texts play a crucial role in the professional world. Let's take a look at the common formats and norms of some typical ones. For instance, in a business email, the subject line should be concise and specific, like "Urgent: Meeting Rescheduling Request". The salutation should be polite and appropriate, such as "Dear Mr. Smith" or "Dear Ms. Johnson". The body of the email must be clear and to the point. It could start with a brief introduction and then explain the main purpose. For example, "I am writing to inform you that..." The conclusion should be polite and express gratitude or expectations. Something like "Thank you for your attention. Looking forward to your reply soon."When it comes to a business report, the table of contents helps readers navigate easily. The abstract provides a summary of the key points. The main body presents detailed information and analysis. And the conclusion summarizes the main findings and offers recommendations. For example, in the conclusion, one might say, "Based on the above analysis, it is recommended that we take the following actions..."Oh, how important it is to follow these formats and norms correctly in business communication! Can you imagine the chaos if we ignored them? So, always pay attention and master these rules to ensure effective andprofessional communication!2In the world of business, the language we use is crucial! It's not just about communicating; it's about making precise, impactful, and strategic statements. Take, for instance, the realm of business negotiations. Phrases like "win-win situation", "best offer", and "bottom line" are frequently employed. When you say, "We're aiming for a win-win situation in this deal", it implies a mutual benefit and a cooperative spirit. Or when you state, "This is our best offer, take it or leave it", it shows a certain determination and confidence.In marketing, terms such as "brand awareness", "target audience", and "market penetration" are indispensable. "We need to increase our brand awareness to attract more of the target audience" clearly conveys the marketing objective. And in human resource management, "performance appraisal", "employee engagement", and "talent acquisition" are common. Saying, "The performance appraisal system needs to be revamped for better employee engagement" highlights the importance of these aspects.The use of these specific vocabularies and phrases in different business scenarios gives clarity, precision, and professionalism to our communication. Isn't it amazing how a few words can shape and drive business decisions? So, let's master this language and excel in the business world!Business English texts play a crucial role in the world of commerce. They are characterized by a distinct language style that is严谨, objective, and polite. For instance, when making a request in a business text, one might say, "We would highly appreciate it if you could kindly provide the necessary information by the end of this week." This statement is polite and direct.Now, consider a situation where a refusal is needed. It could be expressed as, "Unfortunately, due to the current circumstances and limited resources, we are unable to fulfill your request at this time. However, we will keep your inquiry on record and notify you if there are any changes in the future." Such a response is both clear and respectful.When it comes to giving suggestions, a common way is, "It might be beneficial for us to explore alternative solutions such as implementing a new marketing strategy or expanding our product range. What do you think about these proposals?" This shows a collaborative and consultative approach.In conclusion, the language style of business English texts is essential for effective communication and building successful business relationships. Don't you agree?Business English texts play a crucial role in the world of commerce. They are the means by which companies communicate their ideas, plans, and proposals. Let's take a look at some excellent examples to understand how to convey business information clearly and effectively.In a well-structured business English text, the key points are always highlighted. For instance, important dates, figures, or key terms are often presented in bold or italic to draw attention. The paragraphs are organized logically, with each one focusing on a specific aspect of the topic. This helps the reader follow the flow of information smoothly.When it comes to using charts and graphs, they can be extremely powerful tools! They present complex data in a visually appealing and easy-to-understand way. For example, a sales report might include a bar chart to show the monthly sales trends. Isn't that much more intuitive than just listing numbers?However, it's not just about presenting information. The language used must be precise and professional. Avoid ambiguous words and phrases. Use active voice to make the text more direct and engaging.In conclusion, a successful business English text combines clear organization, visual aids, and precise language. This enables businesses to communicate effectively and achieve their goals. How important and amazing is that?In today's globalized business world, the significance of business English texts in cross-cultural communication simply cannot be overstated! How crucial is it? Well, imagine you're dealing with a business partner from Japan and using direct, assertive language that might be well-received in the West. But in Japanese culture, where politeness and indirectness are highly valued, this approach could lead to misunderstandings and even potential breakdowns in communication.When communicating with partners from countries like Germany, precision and clarity are paramount. Long, convoluted sentences might confuse them, as they prefer straightforward and concise messaging. However, in countries like France, a more elaborate and artistic style of expression might be appreciated.For instance, when writing to a potential client in China, it's essential to incorporate elements of respect and formality. Using honorifics and expressing gratitude in a traditional way can go a long way in establishing a positive rapport.So, it's crystal clear that understanding and adapting the content and expression of business English texts based on cultural differences is not just important – it's absolutely essential for successful cross-cultural business interactions! How can we afford to overlook such a vital aspect in our globalized marketplace?。

商务英语文档

1 We'd like to express our desire to establish business relations with you on the basis of equality, mutual benefit and the exchange of needed goods.2 In order to extend our export business to your country, we wish to enter into direct business relations with you.3 Our hope is to establish mutual beneficial trading relations between us.4 We look forward to a further extension of pleasant business relation.5 It's our hope to continue with considerable business dealing with you6 We look forward to receiving your quotation very soon,7 I hope you'll see from the reduction that we are really doing our utmost.8 We hope to discuss business with you at your earliest convenience.9 We wish to express our desire to trade with you in leather shoes.10 We look forward to your early reply and trust that though our mutual cooperation we shall be able to conclude this transaction with you in the near future.11 I hope we can do business together, and look forward to hearing from you soon.12 I hope that we can cooperate happily.13 I hope that we can continue our cooperation.14 We sincerely hope that this transaction will turn out to the satisfaction of both parties.15 We hope that this market trend will continue.16 It is hoped that you would seriously take this matter into consideration and let us have your reply soon.17 We hope that you will deal with our request earnestly.18 We hope to receive your immediate answer.19 We are looking forward to having your early reply to this matter.20 We hope that this dispute can be settled through friendly negotiation without its being submitted for arbitration.21 We look forward to your settlement at an early date.22 Your early settlement of this case will be appreciated.23 We hope that you can settle the claim as quickly as possible.24 We hope that there will be no repetition of this kind of trouble in the future.25 We expect that you will offer us a lower price as soon as possible.26 We hope that the matter can be brought to a satisfactory solution.27 I do hope this undesirable incident will not stand in the way of our future business.28 We hope this matter will not affect our good relations in our future dealings.29 I wish that this business will bring benefit to both of us.30 We hope this incident will not bring any harm to our pleasant relations. 1、We'd like to express our desire to establish business realtions with you on the basis of equality, mutual benefit and the exchang of needed goods. equality(平等), mutual benefit（互利）the exchang of needed goods.（互通有无）mutual(相互地)我方希望能在平等、互利、互通有无的基础上与贵公司建立业务关系。

商务英语实训教程上册上册 unit 7 Market Share 教师参考共33页文档

13. saddle ['sædl] 例句1：It looks like a saddle.它看起来像一个马鞍。例句2：Then each of them took off his saddle bag, which seemed to Ali Baba to be full of gold and silver from its weight.然后他们每一个都拿下了他的鞍囊，阿里巴巴从他们的重量看出每一个都装满了金子和银子。
市场份额
在行业中，市场份额是最普遍的成功测算方法之一。为了正确地确定市场份额,公司必须对市场进行清晰定位。拥有大市场中的小份额和小市场中的大份额可以同样获利。一个生产皮革马鞍的制造商必须确定他的市场是由马鞍销售，和骑术相关的销售或所有皮革商品的销售构成的。显而易见，它在马鞍行业中的销售份额比它在皮革货物市场中的份额要大得多。
Business Terms
1.potential market潜在市场通常是指客观存在的,由于诸多固素的影响而未显露或
【文本翻译】
市场份额
公司一直都关注他们的产品或服务在潜力市场中所占的比例,他们实际上所占有的市场比例常常被称之为公司的市场份额。的比例。用公式表示如下，市场份额=公司的销售量÷市场总销售量。份额的表现形式或是销售额的比率，或是销售单位的比率，或是顾客的占有率。最常见的参照是看销售额的比率。
2. refer to as 例句1：The people we refer to as Net Worms are addicted to the Internet. 所谓网虫，就是上网上瘾的人。例句2：People who work in offices are usually refer to as “white collar workers”. 那些在办公室工作的人被称为“白领工人”。

商务英语书信范文

1, A Generak EnquiryDear Sirs,We are interested in importing Cotton Underwear and Iron-Free Garments in popular demands you advertised in the Chinese Export Commodity Fair Bullletin,June 2008、We would like you to send us details of the above products including sizes,colours and samples of the different styles、As expected, the quantity of our order to be placed will be very large、Since the season is coming very soon,prompt delivery is absolutely necessary、When quoting,please state terms of payment and discount you would allow on the purchase of not less than two thousand dozen、Please rest assured that should your prices be competitive we will place our orders with you、Your early reply to this enquiry is requested、Yours faithfully,2, An Offer for Ladies’ Nylon StockingsDear Cathy,Ladies’Nylon StockingsWe very much apprecite your enquiry of August 11,against which we are making you the following offer:Commodity: Ladies’ Nylon StockingsSpecifications: As per our sample No、265,black,assorted sizesQuanitity: 2,000 doz、Price: At $2、80 per dozen FOB ShanghaiShipment: October/November,2008Payment: By confirmed,irrevocable Letter of Credit payable by draft at 60 d/s toreach us 30 days before the time of shipment、Owing to the rush of orders from your country,all the mills are fully committed for some time to come、Under these circunstances, the price we have quoted is quite favorable and the delivery is the nearest possible、We advise you, therefore, to accept this offer without any delay、Your sincerely,3, A Counter-off for Canada OatsDear Sirs,Thank you for your fax offer of August 20 for 20,000 metric tons of Canada Oats、We appreciateThe good quality of your goods, but unfortunately we are not in a position to accept the offer on your terms、Your prices appear to be rather on the high side、We are obtaining the same quallity through another channel at a much lower price than that you quoted us、May we suggest that you make reduction of, say6%, on your quoted prices so as to help us push the sales of your goods on our market?If you can do so, we will possibly take up your entire stock of the goods、We hope you will not lose this chance so that you will benefit from the expanding marketWe will appreciate it very much if you will consider our counter-offer most favourably and fax us your acceptance as soon as possible、Yours faithfully,4, Confirming the Purchase and Sending an OrderDear Sirs,Ladies’ Folding UmbrellasWe thank you for your quotation dated July 28 and the samples of your umbrellas、Both the quality and prices are satisfactory, and we are pleased to confirm the letters and e-mails exchanged between us and to enclose our Order No、DT536 Now the deal has been successfully put through The goods are urgently needed and prompt shipment is essential、Yours faithfully,Encl、Order NO、DT536ORDERMessrs Wilson&Co、Ltd、NO、DT536288 Sutton St、Date:August 3,2008 San Francisco, CaliforniaUSAPlease supplyPacking: Each piece in a nylon bag, I dozen per box, 5 boxes to a cartonPayment: By L/C at sightInsurance:For 110% of invoice value WPAWe have instructed our bank to open the L/C for the amount of this order、You will soon hear from your bank、Yours faithfully,5, Acknowledgement of OrderDear Sirs,Order No AB456We have booked your order for cotton prints and are sending you herewith our Sales Confirmation No、BP519 in duplicate、Please sign and return one copy to us for our file、It is understood that a letter of credit in our favor covering the above-mentioned goods should be established immediately、We wish to point out that the stipulations in the relevant credit should stickly conform to the terms stated in our Sales Confirmation in order to avoid subsequent amendments、You may rest assured that we shall effect shipment with the least possible delay upon receipt of the credit、We appreciate your co-operation and look forward to receiving your futher order、Yours sincerely,6, On Payment by D/PDear Sirs,Payment under Contract No、791We are very thankful to you foor informing us that the goods under Contract No、791 were shipped in good time on May 10、We would like to notify that in compliance with the Contract stiputations, we would like to notify that in compliance with the Contract stipulations, we have made full payment by D/P for these goods and acquired a complete set of shipping documents upon presentation by the Bank of China The Bank of China will also inform the remitting bank at your place to that effect、As to the condition of goods, we shall communicate with you after inspection is made、Yours truly,_______________________________________________________________________________ 7, Customer’s Requirement about PackingDear Mr、Wang,Packing Requirement under S/C NO>CK2345We ackowledge receipt of your letter of September 19th , enclosing the above Sales Contract in duplicate, but wish to state that the packing clause, which reads as follows in the contract, is not clear enough、“Packing:Seaworthy export packing, suitable for long distance voyage、”In order to avoid future trouble, we’d like to make clear our requirements for packing as follows:The fruit jam under the captioned contract should be packed in tinplate cans of 400 ml each in weight,46 cans to a wooden case、Mark the outer packing with our initials WHS in a diamond, under which print the port destination and our order number, Indicate the warning mark ”STOW AWAY FROM HEAT” on the front side、We have made the above remark in the contrack, and have sent one copy to you by EMS after duly countersighing it、We look forward to your early replyYours sincerely,Eugene Halley8, Urging shipment of GoodsDear Sirs,Subject:Shipment under Contract No、8692We refer to Contract No、8692 signed between us on 10th November, 2008 for 5,000 cases Tine Plates, which stipulated for shipment in February, 2009、However, up to the time of writing we have not received from you any information about the shipment of the order in question、As you know, the contracted time of delivery is rapidly falling due and we should hve received your shipping advice by the end of last month、No doubt there must have been some reason for the delay in shipping and we hope you will give us a reply explaining the situation and expedeite shipment as much as possibleWe feel sure we shall soon be hearing from you about this business、We are awaiting your shipping advice、Yours truly,9, Enquiring about InsuranceGentlemen:Insurance on 400 Bales of CottonWe have received with thanks your quotation for 400 bales of cotton on CIF terms As our usual practice we prefer to receive quotations and/or offers on CFR terms、You see,we have taken out an open policy with the Lloyd Insurance Company, London、All we have to do when a shipment is sent is to advise them of the particulars、Furthermore,we are on very good terms with them、We usually receive from our underwriters quite a handsome premium rebate at regular intervals、In the meantime, we should be obliged if you could supply us with full details regarding the scope of cover handled by the People’s Insurance Company of China for out reference、We await with interest your early reply、Cordially yours,10, Reply to an Enquiry about InsuranceDear Mr、Lino,We thank you for your fax message of September 18 and are pleased to give you our reply as follows”Firstly, your customer’s request for insurance coverage up to the inland city is acceptable on condition that such extra premium is for his account、Secondly,we cannot grant you insurance coverage for 150% of the invoice value,because the contract stipulates that insurance is to be coverd for 110% of the invoice value、We trust that the above information serves your purpose, and hope to receive your prompt reply by return mail、Yours faithfully,Michael Ingram11, Confirming a TransactionDear Sirs,With referance to the e-mails exchanged between us, we are pleased to confirm having concluded with you a transaction of 30 metric tons of groundnut kernels、Enclosed you will find our Sales Contract No、322 in duplicate, of which please countersign and return one copy to us forOur file、Please open the relative L/C at an early date, so that we can arrange shipment as soon as possible、We look forward to your early reply、Yours sincerely,Harry JonesEncl、12, Counter signatureDear Sirs,Sales Contract No、322We have dully received your Sales Contract No、322 for 30 metric tons groundnut kernels in duplicate、As requested, we return one copy completed with our countersignature、We have already established with the Bank of China, London the relative L/C, which we believe will reach you soon、Upon receipt, please arrange shipment and advise us of the name of steamer and date of sailing immediately、Yours faithfully,Encl、_______________________________________________________________________________。

商务英语 (1)

一、商务：1、what time would be convenient for you?你看什么时间比较方便？2、I'd like to suggest a toast to our cooperation.我想建议为我们的合作干一杯。

3、Here is to our next project!为我们下一个项目干杯！4、would you please tell me when you are free?请问你什么时候有空？5、gald to have the opportunity of visting your ompany and I hope to conclude some business with you。

很高兴能有机会拜访贵公司，希望能与你们做成交易。

6、what I care about is the quality of the goods.我关心的是货物的质量。

7、please have a look at those samples.请给我看一下那些样品。

8、I'd like to know any business connections abroad.我想多了解一些你们公司。

9、I would be happy to supply samples and a price list for you.我很乐意提供样品和价格单给你。

10、can I have your price list?你能给我价格单吗？11、will you give us an indication of prices?你可以给我报一个指示性的价格吗？12、I am in charge of export business.我负责出口生意。

13、I'm thinking of ordering some of your goods.我正考虑向你们订货。

14、what about the prices?那价格方面怎么样？15、Let's call it a deal.好，成交！16、our product is the best seller.我们的产品最畅销。

商务英语(word文档良心出品)

保护主义(protectionism) 国内市场(domestic market)干涉(interference) 直接投资(direct investment)限制(restriction) 首先提出(first voiced by...)支配(dominate) 重商主义((mercantilism)消费(consume) 货币输出(outflow of currency)货币(currency) 证券投资(portfolio investment)禁止性关税(prohibitive tariff) 增值税(value added tax)调节性关税(regulatory tariff) 从价税(ad valorem tariff)保护性关税(protective tariff) 完税价(dutiable price)报复性关税(retaliatory tariff) 零售价(retail price)反补贴关税(countervailing tariff) 批发价(whole sale price)惩罚性征税(punitive tax) 许可证(license)特别提款权(Special Drawing Right) 隐性的(clandestine)财政关税(revenue tariff) 非关税壁垒(non-tariff barriers)政府采购(government procurement) 协调(coordination)幼稚产业(infant industry) 海关估价(customs valuation)外汇留成(foreign currency retention) 免税(tariff exemption)优惠条件(preferential condition) 监督(monitor)出口信贷(export credit) 证书(certificate)直接交货(direct consignment) 普惠制(Generalized System of Preference)关税同盟(tariff union) 施惠国(preference-giving country)经济同盟(economic union) 受惠国(preference-receiving country)共同市场(common market) 缔约国(signatory nation)原产地原则(principle of the place of origin) 关税区(tariff region)自由贸易区(free trade zone) 区域经济一体化(regional economic integration)国际金融市场(international financial market)国家商检局及其下属单位(National Commercial Inspection Bureau and its subordinates) 质量第一(quality first) 质量信得过产品(quality reliable products)顾客至上(customer first) 质量检查制度(quality inspection system)质量指标(quality indicator) 质量考究(superior quality)货样一致(correspond with samples/samples identical to the goods)货样不符(not the same as the sample/discrepancy between the sample and the goods)无形资产(intangible assets) 名牌产品(famous-brand products)质地坚韧(strong and pliable texture) 使用手册(booklet/manual)毛重(gross weight) 价格波动(price fluctuation)净重(net weight) 约定皮重(computed tare)公量(conditioned weight) 单位重量(unit weight)含水量(moisture content) 习惯皮重(customary tare)净净重(net net weight) 理论重量(theoretical weight)实际皮重(real tare) 溢短装条款(more or less clause)平均皮重(average tare) 法定重量(legal weight)跟单信用证统一惯例(UCP for documentary credit)玻璃器皿(glass container) 液体物品(fluid material)鲜活商品(fresh or live goods) 空气流通(air circulation)包装物料(packing material) 体积过大(oversized)分量过重(overweighed) 明文规定(stipulate explicitly that…)消费品味(consumer taste) 礼品式包装(gift packing)美化商品(prettify products) 便携式包装(portable packing)民族习俗(national customs) 透明式包装(transparent packing)创意设计(creative design) 悬挂式包装(suspensible packing)出口商品检验(export goods inspection) 责任(liability)FOB班轮条件(FOB liner terms) 清关(customs clearance)FOB吊钩下交货(FOB under tackle) 平舱(trimming)理舱(stowage) 多式联运(multi-modal transportation)船舷(ship's rail) 内陆水运(inland waterway)卸货费(unloading charges) 投保(effect insurance)CFR 吊钩交货(CFR ex tackle) CFR 舱底交货(CFR ex ship's hold)单据交易(documentary transactions) 班轮(liner)CFR班轮条件(CFR liner terms) 象征性交货(symbolic delivery)油轮(oil tanker) 定程租船(voyage charter)载驳船(lighter aboard ship) 定期租船(time charter)滚装船(roll on/roll off ship) 光船租船(demise charter)船期表(sailing schedule) 租船合同(charter party)重量吨(weight ton) 从价计征(charged by ad valorem)尺码吨(measurement ton) 燃油附加费(bunker adjustment factor)滞期费(demurrage) 班轮运价表(liner's freight tariff) 速遣费(dispatch money) 理舱和平舱(stowing and trimming) 货币贬值附加费(currency adjustment factor) 转船附加费(transshipment surcharge) 港口拥挤附加费(port congestion surcharge) 装卸(loading and unloading) 盗窃(pilferage)平板集装箱(flat rack container) 包裹(parcel)冷冻集装箱(reefer) 结汇(settle the payment)钢网集装箱(steel container) 空运单(air waybill)干货集装箱(dry cargo container) 有助于(facilitate)动物集装箱(livestock container) 拼箱货(less than container load)集装箱站(container yard) 装箱单(container load plan)折叠式集装箱(collapsible container) 整箱货(full container load)集装箱货运站(container freight station) 场站收据(dock receipt)集装箱联运收据(combined transport receipt)空运单(air waybill)直运提单(direct B/L)备运提单(received for shipment B/L) 转运提单(transshipment B/L)可流通的(negotiable) 运费到付(freight to collect)空白背书(blank endorsement) 正本(original)略式提单(short form B/L) 收货人(consignee)联运提单(through B/L) 托运人(shipper/consignor)成组提单(groupage B/L) 全式提单(long form B/L)指示提单(order B/L) 已装船提单(on board B/L)清洁提单(clean B/L) 联合运输提单(combined transport B/L)记名背书(special endorsement) 多式联运单据(multi-modal transport documents)投保人(insured) 共同海损(general average)投保金额(insured amount) 求救费用(salvage charges)外来风险(extraneous risks) 保险单(insurance policy)推定全损(constructive total loss) 海上风险(perils of the sea)施救费用(sue and labor charges) 意外事故(fortuitous accidents)承保人(insurer) 单独海损(particular average)保险费(premium) 估损费用(loss evaluation charges)陆运险overland transportation insurance陆地运输冷藏货物险overland transportation frozen products insurance陆运一切险overland transportation all risks陆运货物战争险overland transportation cargo war risks邮包险parcel post insurance 航空运输战争险air transportation cargo war risks 航空运输险air transportation risk 航空运输一切险air transportation all risks邮包一切险parcel post all risks 邮包战争险parcel post war risks装船通知shipment notice 货损货差证明cargo damage or loss report索赔清单statement of claim 检验报告survey report海事报告sea protest 装箱单packing list理货人员stevedore 重量单weight memo当事人(the party concerned) 前手(the prior endorser)出票人(drawer) 后手(the subsequent party)受票人(drawee) 期限(period of validity)持有人(bearer) 作废(stand void)三天宽限(three days of grace) 汇款(remittance)银行汇票(banker's bill) 承兑(acceptance)商业汇票(commercial bill) 期满(upon maturity)流通票据(negotiable documents) 光票(clean bill)跟单汇票(documentary bill) 追索(recourse)即期汇票(sight bill) 见单(sight)远期汇票(time bill) 转让(transference)票面价值(face value) 杂费(sundry charges)拒绝证书(protest) 拒付(dishonor)银行承兑汇票(banker's acceptance bill) 公证人(notary public)商业承兑汇票(commercial acceptance bill) 债权人(creditor)托收统一惯例(uniform rules for collections)贴现行(discount house)善意持有人(bona fide holder) 储户(depositor)银行本票(banker's promissory note) 兑付(honor)商业本票(commercial promissory note) 复签(counter signature)划线支票(crossed check) 冒领(falsely claim)旅行支票(traveler's check) 初签(initial signature)保兑支票(certified check) 结算(settlement)分期付款(installment) 汇付(remittance)顺汇(favorable exchange) 电汇(T/T)受益人(beneficiary) 信汇(M/T)逆汇(adverse exchange) 票汇(D/D)汇款人(remitter) 指定(designate)汇入行(paying bank) 委托(authorize)汇出行(remitting bank) 主动(take the initiative)代理行(correspondent bank) 光票托收(clean collection)托收行(remitting bank) 承兑交单(D/A)委托人(principal) 跟单托收(documentary collection)代收行(collecting bank) 付款交单(D/P)付款人(payer) 货款余额(balance of the payment)提示行(notifying bank) 预付款(payment in advance)委托书(letter of authorization) 托收申请(collection application)需要时代理(representative in case of need) 即期付款交单(D/P at sight)远期付款交单(D/P at...days after sight) 通知行(advising bank)改证(amendment of L/C) 付款行(paying bank)发货(make the delivery) 开证行(issuing bank)信用(credit) 议付行(negotiating bank)索赔(claim back by recourse) 保兑行(confirming bank)保证金(margin) 担保品(securities)简电本(brief cable) 全电本(full cable)修改通知书(amendment notice) 有效文本(operative instrument)开证申请人(applicant of L/C) 伪造单证(counterfeited documents)信用证偏差(discrepancy of L/C) 提货验证(take the goods and check the document) 信用证受益人(beneficiary of L/C)银行信用(bank credit)重复与超额议付(repeated and excessive negotiation)不可撤销信用证(irrevocable L/C) 跟单信用证(documentary L/C)银行承兑信用证(bankers acceptance L/C) 保兑信用证(confirmed L/C)迟期付款信用证(deferred payment L/C) 付款信用证(payment L/C)商业承兑信用证(trader's acceptance L/C) 即期信用证(sight L/C)可转让信用证(transferable L/C) 远期信用证(usance L/C)电报索偿条款(T/T reimbursement clause)承兑信用证(acceptance L/C)红条款信用证(red clause L/C) 预支信用证(anticipatory L/C)假远期信用证(usance L/C payable at sight) 议付信用证(negotiation L/C)背对背信用证(back to back L/C) 光票信用证(clean L/C)银行保证函(letter of guarantee issued by bank) 跟单托收(documentary collection) 投标保证函(tender guarantee) 分期付款(progress payments)招标人(tender inviter) 信用额度(credit limit)投标人(bidder)赔偿(make recompense) 预付款(advanced payment)违约(infringement) 备用信用证(standby L/C)代理(agent) 同行拆放利率(IBOR)余额(balance) 还盘(counter-offer)受盘人(offeree) 询盘(inquiry) 发盘人(offeror) 发盘(offer)可撤销的(revocable) 仲裁(arbitration) 虚盘(free offer)预期利润(anticipated profit) 失效(invalid) 撤回(withdraw)文化差异(cultural difference) 商品交易会(commodity fair)一般交易条件(general terms and conditions)。

商务英语.txt

商务英语.txtI Warming up:When You Are Old——William Butler YeatsWhen you are old and gray and full of sleep, And nodding by the fire,take down this book, And slowly read,and dream of the soft look, Your eyes had once,and of their shadows deep; How many loved your moments of glad grace, And loved your beauty with love false or true; But one man loved the pilgrim soul in you, And loved the sorrows of your changing face. And bending down beside the glowing bars, Murmur,a little sadly,how love fladAnd paced upon the mountains overhead, And hid his face amid a crowd of stars.当你老了——叶芝当你老了，白发苍苍，睡意朦胧，在炉前打盹，请取下这本诗篇，慢慢吟诵，梦见你当年的双眼那柔美的光芒与青幽的晕影；多少人真情假意，爱过你的美丽，爱过你欢乐而迷人的青春，唯独一人爱你朝圣者的心，爱你日益凋谢的脸上的衰戚；当你佝偻着，在灼热的炉栅边，你将轻轻诉说，带着一丝伤感：逝去的爱，如今已步上高山，在密密星群里埋藏它的赧颜Words and Phrases增强了我们的关系enhance our relationship盛衰；浮沉 ups and downs 热衷于 be involved with种族问题 racial issue种族仇恨 racial hatred对不抱丝毫幻想 have no illusions about相互信任和尊重 mutual trust and respect性格差异personality conflict期待；指望 in the expectation that结果为 work out处于萌芽状态的关系 budding relationship暂时，一度 for a time拿…开玩笑 joke about女婿, 养子 son-in-law跟…没有关系 have nothing to do with表面上, 外表上 on the surface最差的一面 at one's worst公民身份 citizenship status始终，从开始一直 all along离婚率 divorce rate举…的例子give examples ofSentences相互信任和尊重是我们俩永不枯竭的力量源泉。

商务英语文章整理

商务英语文章整理商务英语文章商务英语文章商务英语-文章二Facing Business Challenges at Holiday Inn WorldwideSending Invitations Across the GlobeIn the 1960s a family vacation in the United States usually meant loading the kids into the station wagon and driving off down the highway toward a tourist destination. And when weary vacationers needed to rest for the night, they often looked for the familiar green signs with “Holiday Inn” written in script and a colorful star for emphasis. All across the United States, this sign welcomed travelers to Holliday Inn hotels with promises of quality, comfort, and value.By 1968 Holiday Inn was so well known in the United States that it began opening franchises in Europe. In 1973 the company opened its first Asian hotel in Japan, and in 1984 it became the first U.S.-based hotel to open for business in China. For 25 years Holiday Inn enjoyed great success in the European and Asian markets, opening 600 hotels and earning a reputation as upscale , professional, and well run.However, in the 1980s Holiday Inn’s fortunes were beginning to fade in the United States. Many of the franchises were outdated and substandard . Family vacationers were being replaced by business travelers as the hotel industry’s bread and butter , and aggressivecompetitors with superior marketing strategies were targeting this growing segment . In addition, overbuilding had set off a wave of price discounting . As a result, both Holiday Inn’s share of the lodging market and its image took a nosedive .But in the 1990s this icon of the U.S. highway was brought back to life after being purchased by Bass PLC, a British conglomerate. Bass moved quickly to make Holiday Inn Worldwide the leading hotel chain, not just in the United States but around the globe. In the United States, Holiday Inn pursued a strategy that segmented the market into different types of travelers and created a unique type of lodging for each group. Under names like Holiday Inn Express, Holiday Inn Select, Sunspree Resorts, and Crowne Plaza, the company offered different accommodations and amenities at different prices to suit the diverse needs of business and leisure travelers. Combined with a campaign to bring all of the franchises back up to a high standard of quality, the strategy quickly began to pay off.Even so, the top brass at Holiday Inn Worldwide knows that the greatest growth potential is not in the saturated U.S. market but in the evolving markets of Europe, Asia, and Latin America. With increasing tourism and business development in these regions, the demand for comfortable, consistent, and affordable accommodations is booming . Holiday Inn needs a strategy for tapping this vast potential. Would the strategies that fueled Holiday Inn’s turnaround in the United States bring similar results internationally? Large-scale construction of new hotels will play a major role, so what kinds of hotels should they be? How can the company best meet the needs of a wide variety of international travelers? Should Holiday Inn expand through franchises or by openingcompany-owned hotels? Should the same type of promotion be usedfor the entire global market or should it be localized to each geographic area? These are questions that Raymond Lewis faces daily as vice president of marketing. If you were Lewis, how would you answer them?Meeting Business Challenges at Holiday Inn WorldwidePart of Raymond Lewis’s job is to monitor and predict changes in the ever-evolving global market . Among the trends he has observed is the increasing similarity between the needs and desires expressed by consumers and businesses around the world in certain product categories such as lodging. On the other hand, Lewis knows that various countries and cultures approach purchases differently, and that people of various cultures respond differently to product promotion . His challenge, then, is to figure out how to satisfy both the similar and the diverse needs of each new market.Lewis also knows that all travelers, regardless of where they are from or where they are going, share many of the same desires, fears, and expectations when they are traveling. They may not speak the same language or live the same lives while at home, but when they’re on the road, all travelers are (1) away from home and out of their personal comfort zones, (2) in different and often unfamiliar surroundings, and (3) subject to the same hassles and hardships. Therefore, Holiday Inn focuses on delivering a consistent product around the world. This way, whether the hotel is in South Korea, India, Buenos Aires , or Israel, travelers know that they will always receive a comfortable room at a fair price.In addition, the strategy of segmenting the market by types of travelers that proved so successful in the United States also works abroad, but in a different way. Segmentation in the hotel industry is a relatively new concept in Europe, and in Asia it is virtually nonexistent. This islargely because in many of the developing nations of Asia, travel has only recently become an option for the majority of people. As a result, not every type of Holiday Inn hotel will be successful in every country. The company must know each market very well before it decides which type of hotel to open. Does the area draw mainly tourists or business travelers? How long do visitors usually stay? Do people from surrounding areas travel often? What types of accommodations do competitors offer in the area? By knowing the answers to questions like these, Holiday Inn is able to decide which type of hotel will best serve the needs of travelers to the area. For example, the company opened a SunSpree Resort in Arequipa, Peru, close to Machu Pichu, a popular international tourist destination. Holiday Inn’s management team feels that Sunspree has a great chance for success in this location because the hotel caters to tourists.In the same way, Holiday Inn management expects a mix of business and leisure travelers to visit Seoul, South Korea. Therefore, the new Holiday Inn Seoul appeals to a broad range of travelers by offering a business center, banquet facilities , four restaurants, a fitness center , and a gift shop. Just as in its early days of expansion in the United States, Holiday Inn is accomplishing its international expansion through a mix of wholly owned facilities and franchises, depending on the availability of resources and potential for profit in each local market. Although franchising agreements place less risk on Holiday Inn Worldwide, they also require the company to give up more control than it would by opening wholly owned facilities. However, franchises must adhereto strict quality standards if they intend to operate under Holiday Inn’s famous name.Lewis and his team also recognize that even though travelers have similar expectations for the quality and value they get in a hotel,sometimes they like to stay in places that don’t feel like hotel chains. Therefore, the company has opened hotels in Europe, Australia, and South Africa that have a style and character unique to their locations. In this way, Holiday Inn is able to tailor its global product to local markets.Nonetheless, Holiday Inn’s promotion strategy is decidedly global, regardless of which markets it enters. Lewis bases the strategy on two themes: “Welcome” and “Stay with somebody you know.” Although the ad copy is translated when necessary, even the visual format is the same from country to country. Of course, cultural differences must be accommodated from time to time. For example, travelers in Britain preferred an ad that focused on a friendly doorman, whereas U.S. and German travelers preferred a more sentimental ad showing a businesswoman receiving a fax of a drawing from her child.The inspiration for this global strategy came to Lewis, not surprisingly, while he was traveling. When boarding a plane at Dulles Airport outside of Washington, D.C., he passed a group of Russian teenagers gathered around a guitar player singing “Puff the Magic Dragon,” a folk song that was popular in the United States a few decades ago. This connection between cultures helped convince Lewis that the world’s people were alike in many ways, particularly in the field of pleasure and business travel.It remains to be seen how successful Holiday Inn’s global strategy will be in the long run . The company is off to a flying start. However, competitors such as Marriott and Choice Hotels are moving quickly to make sure Holiday Inn doesn’t outpace them in the hot new global markets. But one thing is sure, Lewis and the rest of the management team are not content with Holiday Inn being a leading hotel chain in the United States. They want Holiday Inn to be the leader around the world.【商务英语文章】文档内容到此结束，欢迎大家下载、修改、丰富并分享给更多有需要的人。