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　　這是一本關於商業管理英文的專書，特彆是為瞭經理人和想要增進商用英語知識的人而寫的。本書分為七章，各有不同的重要主題，每章有數個單元，第一章至第六章的各單元由四個部分所組成：實境對話、文章、財經專業術語、名人語錄，最後一章為五個成功企業的個案研究。本書的目的是為瞭幫助讀者進修商業用途的英文，在研讀本書時，請同時聆聽課文錄音以更加深對書中內容的熟悉度。

作者簡介

張文娟

　　颱大外國語文學係畢業，澳大利亞社區語言閤格教師，曾任英語、華語老師，及《今周刊》叢書部英文編譯。著有《輕鬆用英語介紹颱灣》、《史上最強GEPT全民英檢〔中級〕：聽力＆口說完全破題》、《史上最強GEPT全民英檢〔中級〕：閱讀＆寫作完全破題》、《史上最強GEPT Pro企業英檢一本就夠》、《職場英文王：會話能力進階手冊》（以上皆由永續圖書齣版）

Chapter 1 Global Business Trends 全球商業趨勢
Unit 1 The Impact of New Technology 新科技的影響 
Unit 2 Globalization 全球化 
Unit 3 Automation 自動化 
Unit 4 The Drop in Oil Prices 油價下跌 
Unit 5 Deepening Income Inequality 收入不平等日益嚴重 

Chapter 2 Marketing 行銷 
Unit 1 Basic Marketing 基本行銷 
Unit 2 Brand Marketing 品牌行銷 
Unit 3 Creative Marketing 創意行銷 
Unit 4 Media Management 媒體管理 
Unit 5 Advertisement 廣告 
Unit 6 Maintaining Customer Loyalty 維持顧客忠誠度 

Chapter 3 Finance 財務 
Unit 1 Financial Issues in a Company 公司的財務問題 
Unit 2 Company Shares 公司股份 
Unit 3 Mergers and Acquisitions 閤併與收購（併購） 
Unit 4 Foreign Investment 對外投資 
Unit 5 E-Commerce 電子商務

Chapter 4 Human Resources and Organization 人力資源與組織 
Unit 1 Recruitment 招募新進員工 
Unit 2 Corporate Culture 企業文化 
Unit 3 Leadership 領導力 
Unit 4 Communication 溝通 
Unit 5 Negotiation 談判 
Unit 6 Discrimination in the Workplace 工作場所的歧視 
Unit 7 Public Relations 公共關係 

Chapter 5 Innovation 創新 
Unit 1 Sharing Economy 共享經濟 
Unit 2 3D printing 3D 列印 
Unit 3 Drones and Driverless Cars 無人機和無人車 
Unit 4 Wearable Technology 穿戴式科技 
Unit 5 Urban Renewal 都市更新 

Chapter 6 Vision 願景 
Unit 1 Synergy 閤作效應 
Unit 2 Better Benefits for Employees 更佳的員工福利 
Unit 3 Young Start-up Entrepreneur Program 青年創業計劃 
Unit 4 Energy Issues 能源議題 
Unit 5 Environmental Protection 環境保護 
Unit 6 Collaboration with Government 與政府閤作 
Unit 7 Corporate Social Responsibilities 企業的社會責任

Chapter 7 Case Studies 個案研究 
Unit 1 Warren Buffett (Berkshire Hathaway Inc.) 華倫‧巴菲特（波剋夏‧哈薩威公司） 
Unit 2 Bill Gates (Microsoft) 比爾‧蓋茲（微軟公司） 
Unit 3 Steve Jobs (Apple Inc.) 史蒂夫‧賈伯斯（蘋果公司） 
Unit 4 Jack Ma (Alibaba) 馬雲（阿裏巴巴集團） 
Unit 5 Venerable Master Jih Chang (Leezen Co.Ltd) 上日下常老和尚（裏仁事業）

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.

None

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