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　　这是一本关于商业管理英文的专书，特别是为了经理人和想要增进商用英语知识的人而写的。本书分为七章，各有不同的重要主题，每章有数个单元，第一章至第六章的各单元由四个部分所组成：实境对话、文章、财经专业术语、名人语录，最后一章为五个成功企业的个案研究。本书的目的是为了帮助读者进修商业用途的英文，在研读本书时，请同时聆听课文录音以更加深对书中内容的熟悉度。

作者简介

张文娟

　　台大外国语文学系毕业，澳大利亚社区语言合格教师，曾任英语、华语老师，及《今周刊》丛书部英文编译。着有《轻松用英语介绍台湾》、《史上最强GEPT全民英检〔中级〕：听力＆口说完全破题》、《史上最强GEPT全民英检〔中级〕：阅读＆写作完全破题》、《史上最强GEPT Pro企业英检一本就够》、《职场英文王：会话能力进阶手册》（以上皆由永续图书出版）

Chapter 1 Global Business Trends 全球商业趋势
Unit 1 The Impact of New Technology 新科技的影响 
Unit 2 Globalization 全球化 
Unit 3 Automation 自动化 
Unit 4 The Drop in Oil Prices 油价下跌 
Unit 5 Deepening Income Inequality 收入不平等日益严重 

Chapter 2 Marketing 行销 
Unit 1 Basic Marketing 基本行销 
Unit 2 Brand Marketing 品牌行销 
Unit 3 Creative Marketing 创意行销 
Unit 4 Media Management 媒体管理 
Unit 5 Advertisement 广告 
Unit 6 Maintaining Customer Loyalty 维持顾客忠诚度 

Chapter 3 Finance 财务 
Unit 1 Financial Issues in a Company 公司的财务问题 
Unit 2 Company Shares 公司股份 
Unit 3 Mergers and Acquisitions 合併与收购（併购） 
Unit 4 Foreign Investment 对外投资 
Unit 5 E-Commerce 电子商务

Chapter 4 Human Resources and Organization 人力资源与组织 
Unit 1 Recruitment 招募新进员工 
Unit 2 Corporate Culture 企业文化 
Unit 3 Leadership 领导力 
Unit 4 Communication 沟通 
Unit 5 Negotiation 谈判 
Unit 6 Discrimination in the Workplace 工作场所的歧视 
Unit 7 Public Relations 公共关系 

Chapter 5 Innovation 创新 
Unit 1 Sharing Economy 共享经济 
Unit 2 3D printing 3D 列印 
Unit 3 Drones and Driverless Cars 无人机和无人车 
Unit 4 Wearable Technology 穿戴式科技 
Unit 5 Urban Renewal 都市更新 

Chapter 6 Vision 愿景 
Unit 1 Synergy 合作效应 
Unit 2 Better Benefits for Employees 更佳的员工福利 
Unit 3 Young Start-up Entrepreneur Program 青年创业计划 
Unit 4 Energy Issues 能源议题 
Unit 5 Environmental Protection 环境保护 
Unit 6 Collaboration with Government 与政府合作 
Unit 7 Corporate Social Responsibilities 企业的社会责任

Chapter 7 Case Studies 个案研究 
Unit 1 Warren Buffett (Berkshire Hathaway Inc.) 华伦‧巴菲特（波克夏‧哈萨威公司） 
Unit 2 Bill Gates (Microsoft) 比尔‧盖兹（微软公司） 
Unit 3 Steve Jobs (Apple Inc.) 史蒂夫‧贾伯斯（苹果公司） 
Unit 4 Jack Ma (Alibaba) 马云（阿里巴巴集团） 
Unit 5 Venerable Master Jih Chang (Leezen Co.Ltd) 上日下常老和尚（里仁事业）

Unit 1 The Impact of New Technology

A: Some friends of mine advised me to use social media in marketing. Do you know what that is?

B: Of course. It is a very powerful tool. People who want to promote a business, an organization or a foundation will find social media particularly useful.

A: Really? Can you give me some examples?

B: One of the most successful examples would be Apple. Hundreds and thousands of customers interact with the company via social media on a daily basis.

A: What makes Apple consumers want to do this?

B: Apple fans follow the updates of the company via social media and get a sense of belonging.

A: Now I can see why they become such loyal customers.

B: This is called “Bottom-up Communication,” in contrast to the traditional   “Top-down Communication.” That’s why interactivity is always emphasized in social media.

A: What you just mentioned is a big international tech company. I am just a small business owner who looks for strategies to navigate the increasingly complicated Internet.

B: Even I use Facebook to promote myself. We can surely find many creative ways of promoting the image of our company and marketing our business online by using social media.

A: Since you know so much about it, I’ll assign this social media project to you. By this time next Monday, I’d like to see the established presence of our company on social media.

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