高级商务英语阅读王关富.docx
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高级商务英语阅读王关富.docx
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高级商务英语阅读王关富
高级商务英语阅读
SupplementaryReadingsfor
Chapter1
TheLongMarch
(1)
ChineseCompaniesEstablishBrandAwarenessinOverseasMarkets
TopBandWeekly
August27,2003
ByLynnFurrow,GeneralManagerofTheHoffmanAgencyBeijingOffice
Chinaexportsadizzyingarrayofpersonalcomputers,DVDplayers,refrigerators,andconsumer
electronicgoods…yetmostpeopleoutsideofChinacan’tnameevenoneChinesebrand.Asmore
andmoreChineseenterprisespushtheirgoodsintooverseasmarkets,companiesarenowtrying
tochangethis.
LegendGroup,thelargestcomputermanufacturerandahouseholdnameinChina,isshootingto
increaseoverseassalesfromsevento25percentofitstotalrevenue.Inexpandingoverseas,
however,itencounteredabrandingdilemma:
becauseothercompaniesinmanycountriesaround
theworldhavealreadyregistered“Legend”,theChinesecompanywasforcedtodeviseanew
Englishnamethatcouldbeusedunrestrictedlyinmarketsworldwide.ThusonApril28th,Legend
Group’snewEnglishname“Lenovo”wasborn.Althoughitmayofferafreshstart,thenewname
erasestwodecadesofbrandbuildinginChinaandmuststanduptothestigmathatChinese
companiesfaceoverseas:
“‘Thebiggestchallengeistobuilduppeople’sconfidenceaboutthe
product,’saysAnnieChung,andanalystwithGartnerInc.inHongKong.‘Theyneedtogetaway
fromtheChina-made,low-qualityimage.’”
N,forexample,hadabumpyentranceintotheU.S.market.AfterlistingonNasdaqjust
astheInternetbubblewasburstingin2000,thecompanythenfacedanaccountingscandal,a
classactionsuit,andanorderfromNasdaqtosuspendtrading.WhenTedSuntookoverasacting
CEO,hebroughtsweepingchangestouppermanagementandrestatedearningsinaneffortto
restoreinvestorandcustomerconfidence.Acoupleofyearslater,investorsseemtohaveregained
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高级商务英语阅读
faithafterthemanagementshake-up:
thecompanyistradingagainatahandsome$31pershare
--triplewhattheywerejustthreemonthsago.
InrecentyearsSingaporeExhibitionServices,theorganizerofwell-knowntelecomevents
CommunicAsiaandBroadcastAsia,hasseenasteadyriseofChineseparticipants.Inthemonths
leadinguptothisyear’sevent,SESreporteda20percentjumpinthenumberofChinese
companiessigneduptoexhibit,includingfamouscompaniessuchasHuaweiandPutian.Although
theJuneeventwascancelledduetotheSARSoutbreak,theriseinChineseparticipationis
evidencethatmoreandmoreChinesecompaniesarerealizingtheimportanceofoverseas
industryeventsasaneffectivewaytobuildbrandrecognitionoutsidetheirhomemarkets.
InoneinterestingtwistforaChinesecompany,China’spopulardomesticbeermakerYanjing
BrewingCompanyusestheUSmarketasameanstoreachaudiencesathome:
whenbasketball
playerYaoMingjoinedtheHoustonRockets,thecompanysignedasponsorship/advertisingdeal
thatwouldplacethecompany’snameonbillboardsintheRockets’stadium.Theprimarypurpose
wasnottoattractAmericanbeer-drinkers,buttograbtheattentionofavidbasketballfansinChina
thatwatchliveTVbroadcastsofthegamesplayedbytheChinesebasketballsuperstar.
Creating,communicatingandmanagingbrandimageisarelativelynewconceptforChinese
companieswhosemainexperiencewithbrandingtodateinvolvesdevisingalogoandacatchy
slogan.Inordertobuildapositivebrandimageoverseas,particularlybecauseChineseproducts
areoftenperceivedaslow-techandpoorquality,Chinesecompaniesneedtobemoretransparent
abouttheirbusinesspracticesandfinancials,establishpositivepointsofdifferentiation,and
communicatetheseeffectivelywiththeiraudiences.
(2)
AreChineseCompaniesaThreattoYourSmallBusiness?
AcloserlookathowourfreetradepolicieswithChinaandtheChinesebusiness
environmentmayimpactthefutureofyourcompany
September16,2003
ByJoshuaKurlantzick
Inrecentmonths,astheU.S.economicslowdownhascontinued,Americancompanies,andmany
legislatorsrepresentingdistrictshithardeconomically,havebeguntolashoutatChina.Touringthe
South,DemocraticpresidentialcandidatesRichardGephardtandJohnEdwardsstoppedattextile
factoriesacrosstheregionthatwereonthevergeofbankruptcy.There,theycondemnedAmerican
freetradeagreementswithChinaforallowingChinesecompanies,whichpaymuchlessforlabor,
toundercutU.S.manufacturersanddriveblue-collarjobsoverseas.
Meanwhile,CabinetmembersoftheBushadministration,touringthecountrytopromotethe
president'seconomicpackages,receivedmanyangrycomplaintsfrombusinesspeopleconcerned
abouttheChinathreat.AndU.S.textilemakerslastmonthfiledapetitionwithCongressasking
legislatorstocaptextileimportsfromChina,usingWorldTradeOrganization(WTO)provisionsin
forcesinceChinajoinedtheWTOin2001andchargingthatChinaunfairlyundervaluesits
currencyandunderpaysitslaborforce.(Inresponse,theGeneralAccountingOfficehasagreedto
investigatethevaluationofChina'scurrency.)
Someofthesefearsarereal.Lastyear,Chinareceivedthemostforeigncapitalinflowsofany
nation,surpassingtheUnitedStatesastheworld'sfavoritelocaleforinvestment.Meanwhile,
Chinesewages,whichaveragearound60centsinmanufacturingjobs,aren'trisinginmostfields.
Ming-jerChen,aChinabusinessexpertattheUniversityofVirginia,saysthecountry'sburgeoning
laborpool,theresultofincreasedmigrationfrompoorinteriorareastorichercoastalregions,
seemslikelytoguaranteelow-wagelaborinmostindustries,atleastforthenearfuture.
IncreasedChineseproductionbylow-wageworkers,combinedwiththeundervaluedChinese
currency,doesallowChinatoundercutcompetitors,triggeringakindofdeflationthatmaypush
someU.S.firmsoutofbusiness.AsTheEconomisthasnoted,thecostofamountainbikehas
plummetedaroundtheworld,largelybecauseChinahascometodominatebicycleproduction.For
someU.S.textilemanufacturers,it'sverydifficulttocompetenow,saysChipCoker,CFOofCoker
International,aSouthCarolinatextilecompany.
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高级商务英语阅读
And,criticsoffreetradewithChinasay,nowit'snotonlyblue-collarjobsthatareleavingforthe
MiddleKingdom.ThoughadecadeagoChinawasknownmostlyformanufacturinglow-value,
labor-intensivegoods,inthepasttenyears,it'sbecomealeadingproduceroflow-endelectronics,
andhasbeguntodevelopdomesticautomobile,telecommunicationsandwhitegoodsfirms.One
Chinesewhitegoodscompany,Haier,hasevenopenedfactoriesintheUnitedStates.
InChinaitself,thesituationismorecomplex.Chinamaybeanincreasinglypowerfulcompetitorfor
U.S.firms,andinmanyrespects,ShanghailookslikeamodernequivalentofanyU.S.capital.At
ubertrendycoffeehousesaroundShanghai,smartlydressedyoungmenandwomenchewover
businessontheirtrillingmobilephones.Thecity'shigh-riseskylineisdottedwithcranesand
constructionequipment,andinbrokeragehousesneartheBund,Shanghai'swaterfront,investors
studymarkettickersintensely.
Butappearancescanbedeceiving.DespitetheFirstWorldveneerofShanghai,mostChinese
companiesremainfarbehindtheUnitedStatesintermsofapplicationoftechnologyandinoverall
productivity.What'smore,manyChineseentrepreneursremainstifledbyabewilderingandoften
corruptlegalsystem,abureaucracystillstaffedbyCommunistofficialswithlittleknowledgeof
marketeconomics,poorphysicalinfrastructureandothermajorproblems.Becauseofthese
obstacles,inmanysectors,ChinaisstillyearsfromcompetingwithU.S.firmsmakingexpensive,
higher-valuegoods.MostofwhatChinadoeswellisproducelow-valueitemsthataren't
economicallyfeasibletomakeinAmericaanyway,sincetheselower-wagejobsleftAmerica
decadesagoanyway.
U.S.businessesoftencomplainaboutthehealthcare,safetyandpensionregulationstheyhaveto
dealwith,butredtapeintheUnitedStatespalesincomparisontoChineseentrepreneurs'hassles.
HowardLi,co-founderofNewtone,aShanghai-basedtelecommunicationscompany,sayshis
companyhastofocusmuchofitsenergyoncourtinggovernmentofficials,sincethegovernmentin
Chinaessentiallyretainsamonopolyovertelecoms.
Meanwhile,ChinesebusinesspeopleinothersectorssaythatbecauseCommunistPartyofficials
stillhavesomuchleverageoverwherecompaniescanincorporateandwhotheycandobusiness
with,theyoftenspendlargesumsofmoneyfetingPartyleadersatlavishdinnersandeventakeon
excessworkerswhohavetiestotheParty.Worse,manysmallbusinesspeopleareunableto
obtainloansfrombankswhenthey'reindirectcompetitionwithlargercompaniesthatarestill
linkedtothestateand,byextension,totheCommunistParty.JunZhao,theBeijingrepresentative
forChinaVest,aventurecapitalfirmfocusingonChina,saysChineseentrepreneursturntoVCs
preciselybecauseitissohardforthemtogetaloan.
Chineseentrepreneursalsodon'thaveanysemblanceofalegalsystemtosupportthem.One
lawyerwhoworkedinShanghaifornearlytwodecadessaysthat,despitelawspassedinrecent
yearsdesignedtomodernizethejudiciary,mostcasesarestilladjudicatedinbackroomsbyParty
leaders."OnecaseIhad,therewasathree-judgepanelthatwassupposedtodecideit.Oneofthe
judgesreadthenewspaperthroughoutthecaseandneverevenlookedatthelawyersduringthe
trial,"hesays."LaterIfoundoutthatthosejudgesmerelywroteupasummaryofthecase,gaveit
toaPartyofficial,andtheofficialmadethedecision."
Meanwhile,inthepastthr
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