商务导论英语教程

本教材主要适用于高等院校商务英语专业的本科生或研究生，作为其商务知识类课程的教材；或者商务相关专业的学生，作为其专业英语或者双语课程的教材；也可作为从事商务相关工作英语爱好者的阅读材料。

本书以基本的商业活动为主线，从企业的创建到经营管理，系统培养学生对各种商业情境的认知和理解，训练其从事相关商务活动的基本能力。教材通过让学生置身于真实的商务情境，学习商务基础理论和知识，并进行商务实践的训练，为将来的职场竞争打好基础。全书共包含十五个单元，每个单元下设三大板块，并配有针对性的练习。本书主要适用于高等院校商务英语专业的本科生或研究生，作为其商务知识类课程的教材；或者商务相关专业的学生，作为其专业英语或者双语课程的教材；也可作为从事商务相关工作英语爱好者的阅读材料。

袁奇，博士，中南财经政法大学外国语学院副院长，副教授，硕士生导师，商务英语专业负责人。研究方向为商务英语、商务翻译。主讲课程为“工商导论（英文）”、“市场营销（英文）”、“商务翻译专题”、“经济文本翻译”等。2018年国家精品在线开放课程“商务英语”课程负责人。近5年曾主持教育部产学合作协同育人项目1项，中央高校教育教学改革专项项目1项，中央高校基本科研业务费培育项目1项，校级教学研究项目1项。近5年编著《商务英语视听说》等教材3本，发表论文5篇。获中南财经政法大学校级优秀教学成果一等奖1项。

Unit 1 Business Environment
Reading
1．1 Intemal environment
1．2 External environment
Case Study Road， Trade and Exchange-China and ASEAN Countries Forge Closer Community
Assignments
Unit 2 Entrepreneurship
Reading
2．1 The definition of entrepreneurship
2．2 Entrepreneurs' personalities
2．3 The stages of creating a venture
2．4 Entrepreneurship and leadership
2．5 The reasons for rapid growth of entrepreneurship
2．6 Top ten causes of entrepreneurial failure
Case Study Zdeer Banks on Smart Technologies to Expand Presence in Wellness Segment
Assignments
Unit 3 Discovering Business Opportunities
Reaing
3．1 How to find the opportunity that's right for you
3．2 How to decide whether or not to pursue a business opportunity
3．3 How to identify and evaluate the risks
3．4 Advice to potential entrepreneurs
3．5 Business opportunities in China
Case Study We Ride to Provide Driverless Minibus Services
Assignments
Unit 4 Establishing a Business
Reading
4．1 Taking the right approach to making real money
4．2 Generating ideas for your business
4．3 Determining your personal and business goals and evaluating your business ideas
4．4 Choosing the right business organization
4．5 Registering a business name and getting your licenses as appropriate
4．6 Writing a business plan
Case Study Geek+ Founder Zheng Yong Sees Massive Potential of Robots in
Industrial Sectors
Assignments
Unit 5 Organizational Structure
Reading
5．1 Significance of organizational structure
5．2 Types of organizational structures
5．3 Formal and informal organizations
5．4 Keys to erecting an effective organizational structure
……
Unit 6 Recruiting and Training Employees
Unit 7 Employee Motivation
Unit 8 Corporate Culture
Unit 9 Production and Product
Unit 10 Marketing
Unit 11 FinanciaIManagement
Unit 12 Financing
Unit 13 Corporate Social Responsibility
Unit 14 Going to the International Market
Unit 15 E-business
Case Study LightInTheBox Provides Value to Consumers Across the World
Assignments