商务英语教程：商务导论

　　本书稿根据《普通高等学校本科外国语言文学类专业教学指南》（2020版）有关商务英语方向的课程设置规定而构思编写。在商务英语类课程中，《商务导论》是必修课，而商务导读类的教材比较少。即便有，所选材料也过于陈旧。因此，编者应教学要求，运用国内外商务活动的研究成果，编写完成这本书。该书系统地介绍了国际商务知识，使学习者对市场营销、国际贸易、金融证券和现代企业运作、人力资源管理、国际商法等方面有一个总体了解。本书将语言技能、商务知识有机地结合起来，通过围绕讲解和案例分析等方式，培养学生对商业基础知识的理解和掌握。内容涵盖：创办企业、市场营销、产品定价、分销、促销、风险管理、人力资源、企业管理等等，并配有丰富的练习，可以帮助读者对所学知识进一步认识和理解。本书适用于商务英语专业、对外经贸、财政金融、工商管理等专业学习使用，也是从事国际商务、经贸工作人员的重要参考资料。

　　作者简介束光辉：北京交通大学语言与传播学院教授，翻译硕士教育中心主任、 商务英语及应用翻译学科带头人、中国外文局特聘教授、中国铁路集团铁路技术行业标准翻译专家组成员、某著名翻译公司主译审。研究领域涉及翻译理论、商务翻译、跨文化交际。主编了《商务汉译英教程》 （高等教育 “十三五”部委规划教材） ，商务英语系列教材《商务英语教程：信函与合同》《商务英语教程 ： 进出口贸易实务》《商务英语写作教程》《跨文化商务沟通》《经贸报刊选读》《新编商务英语函电》《新编进出口贸易实务》等等

Unit 1 International Business
国际商务l/1
1.1 Considerations for International
Business //1
1.2 Ways That International Business Are
Conducted w 3
Unit 2 Marketing Management
营销管理// 13
2.1 Marketing Concepts l/ 132.2 Core Marketing Concepts !/ 132.3.Marketing Environment l/ 162.4 Marketing Mix l/ 16
2.5 Integrated Marketing ll 172.6 Profitability ll 17
Unit 3 International BusinessEnvironment
商务环境/21
3.1 Economic Environment // 213.2 Sociocultural Environment // 223.3 Political Environment // 243.4 Legal Environment // 25
3.5 Technological Environment // 26
Unit 4 Promotion
促销// 30
4.1 The Tasks of Promotion / / 304.2 Promotion Strategies / / 314.3 Promotional Mix // 32
4.4 How to Make Promotional Decisions // 34
Unit 5 Globalization
全球化w 40
5.1 History of Globalization w 405.2 Drivers of Globalization w 425.3 Global Institutions // 43
5.4 The Influence of Globalizat ion / 45
Unit 6 Interc ultural Communica tion跨文化交际// 51
6.1 Culture, Communication and
Intercultural Communication / 51
6.2 Business Negotiation Across Cultures // 536.3 Significance of Intercultural Communication
57
Unit 7 Financing and Inv estment
融资和投资//62
7.1 Ways of Financing // 627.2 Venture of Financing // 64
7.3 Classification of Investment // 66
7.4 Venture Identification of Investment // 687.5 Venture of Investment // 69
7.6 The Differences Between Financing and
Investment //71
Unit 8 Legal System in International
Business
国际商务法律制度//T7
8.1 International Commercial Law / / 778.2 International Convention // 78
8.3 International Law/ /78
8.4 Two Major Legal Systems m 798.5 Adversary Trial / 81
8.6 Purpose and Significance of
Cross-Examination // 81
8.7 Applicat ion of Inquisitorial System // 82
Unit 9 Glo bal Monetary Sy stem
国际货币体系/ 88
9.1 Introduction to Global Monetary System
88
9.2 Historical Development of Modern GlobalMonetary System // 88
9.3 Regional Currency Cooperation: European
Monetary Union ,/94
Unit 10 Corpora te Mana gement企业管理//101
10.1 Corporate Management and Manager // 10110.2 Roles of Corporate Management // 10310.3 Key Resources in Corporate Management
l/ 105
10.4 Functions of Corporate Management // 105
Unit 11 Business Ethics
商业道德//114
11.1 Business Ethics as a Social Contract // 11411.2 Corporate Ethics Codes // 115
11.3 Cause-Related Marketing: Another Way
Virtue Can Pay // 116
11.4 Managing a Socially Responsible Business
//117
11.5 Trends in Ethics and Corporate Social
Responsibility ! 119
Unit 12 Human Reso urces Management人力资源管理//125
12.1 Human Resources as Organizational
Core Competency // 125
12.2 The Strategic Human Resources
Management Process // 12612.3 Human Resources Planning / 12712.4 Compensation and Benefits // 131
Unit 13 New Technology and
Competitiv eness新技术与竞争力/137
13.1 Definition of New Technology / 13713.2 The Function of New Technology // 13713.3 Impacts of New Technology !/ 13813.4 Development of New Technology / / 13913.5 Competitiveness of Corporates // 14013.6 The Relation of New Technology to
Competitiveness // 141
Unit 14 E-Commerce电子商务//146
14.1 Technological Drivers of E-commerce
l/ 146
14.2Areas of E-commerce // 146
14.3 Models of E-commerce // 147
14.4 Other Popularity-gain ing Models // 14914.5 Distribution Channels of E-commerce
/151
14.6Impacts of E-commerce // 151
References
参考文献// 157