综合商务英语（第4册）（第二版）（新视界商务英语系列教材）

作者：周红红 王建荣 侯雁慧

书号：331188

定价：￥62 元

字数：403 千字

印次：2-1

开本：大16

出版时间：2025-01-15

ISBN：978-7-300-33118-8

包装：平

内容简介

《综合商务英语》融合最新的《普通高等学校本科外国语言文学专业类教学指南》和商务英语专业四八级考试题型，按照商务英语专业教学要求进行修订编写，以培养学生的商务英语综合应用能力，包括英语语言知识和应用能力，商务知识、理论和应用能力，职场适应及发展能力和综合运用各种知识解决商务实际问题的能力等为目标。教材内容的选材围绕商务活动的各个阶段，包括公司介绍、沟通交流、商务旅行、产品、销售、商务管理市场营销等等，通过构建真实的职场商务情景，激发学生的学习动力与热情。本次修订为满足当前教学需求，增加课程思政元素，同时更新商务领域中最新知识，如电子商务、跨境电商、一带一路共同体等。本书为综合教程的第4册，主题涉及商务沟通、商务谈判、金融与银行、股票与债权、电子商务、风险管理等。

作者介绍

总主编：郭桂杭教授，广东外语外贸大学国际商务英语学院院长，教授，英国皇家特许管理会计师（ACMA），全球特许管理会计师（CGMA）。中国国际贸易学会国际商务英语研究委员会常务副理事长。刘白玉教授，山东工商学院外语学院教授，教育部高等学校商务英语专业教学协作组委员，山东省对外经济学会国际商务英语专业委员会会长。

主编：周红红，北京交通大学语言与传播学院公共英语教学部教授。曾荣获北京交通大学获青年教师讲课比赛大奖，先后被评为铁道部优秀教师、铁道部青年拔尖人才和北京市高等院校优秀青年骨干教师并被北京交通大学聘为首届优秀主讲教师。2018-2022年教育部高等学校外国语言文学类专业教学指导委员会英语专业教学指导分委员会委员。

目 录

Unit 1 Business Communication ................................................................ 001

Text A Twelve Secrets of Effective Business Communication.........................................001

Text B Communicating Effectively for Business.......................................................................019

Case Study.......................................................................................................................................031

Chinese Values................................................................................................................................031

Unit 2 Business Negotiation........................................................................ 033

Text A The Art of Negotiating ...............................................................................................033

Text B Negotiation Strategy: Seven Common Pitfalls to Avoid......................................050

Case Study.......................................................................................................................................058

Chinese Values................................................................................................................................059

Unit 3 Takeovers and Mergers .................................................................... 061

Text A Mergers and Acquisitions: Understanding Takeovers...........................................061

Text B Mergers and Acquisitions (M&A): Types, Structures, Valuations........................079

Case Study.......................................................................................................................................091

Chinese Values................................................................................................................................091

Unit 4 Accounting ........................................................................................ 093

Text A Accounting Explained with Brief History and Modern Job Requirements........093

Text B Skills for Accountants: Honing Your Technical Accounting Skills & Abilities.......110

Case Study.......................................................................................................................................119

Chinese Values................................................................................................................................120

Unit 5 Finance and Banking ........................................................................ 123

Text A On the Way: Chinese Capital’s Journey to the World.........................................123

Text B Which Is Better: Saving Money or Paying Down Debt?......................................140

Case Study.......................................................................................................................................148

Chinese Values................................................................................................................................148

Unit 6 Stocks and Bonds.............................................................................. 151

Text A Stocks vs. Bonds...........................................................................................................151

Text B Where to Put Your Cash While Savings Rates Are Rock-bottom ....................167

Case Study.......................................................................................................................................176

Chinese Values................................................................................................................................177

Unit 7 Data Economy .................................................................................. 179

Text A Understanding the Metaverse Economy and How to Navigate It....................179

Text B The Digital Economy—Pros and Cons...................................................................196

Case Study.......................................................................................................................................207

Chinese Values................................................................................................................................208

Unit 8 Cross-Border E-Commerce ............................................................ 209

Text A How to Expand an E-Commerce Business Cross-Border? ...............................209

Text B How to Succeed in a New Era for Cross-Border E-Commerce?....................226

Case Study.......................................................................................................................................235

Chinese Values................................................................................................................................237

Unit 9 Green Economy................................................................................ 239

Text A Turning Carbon Neutrality Vision into Reality......................................................239

Text B How Consumers Can See Through Net-Zero “Smoke and Mirrors”.............259

Case Study.......................................................................................................................................270

Chinese Values................................................................................................................................271

Unit 10 The Belt and Road Initiative............................................................ 273

Text A Jointly Building the Belt and Road and Sharing a Brighter Future....................273

Text B China’s Belt and Road Initiative Promotes Connectivity, Development

along Ancient Route..................................................................................................289

Case Study.......................................................................................................................................299

Chinese Values................................................................................................................................300

附录一 Glossary............................................................................................. 303

附录二 TEM-8 (2021–2023) .......................................................................... 313

TEM-8 (2021)..................................................................................................................................313

TEM-8 (2022)..................................................................................................................................318

TEM-8 (2023)..................................................................................................................................322

附录三 References ......................................................................................... 327

精彩样章

Unit 1 Business Communication

Text A Twelve Secrets of Effective Business Communication

Alyssa Gregory

Lead-in

1. Think of examples from your own life to show the payoff for you in communication if you learn English really well.

2. What are some of specific techniques you are aware of for communicating clearly with people at work?

3. Mark Twain, an American author, said, “It usually takes me more than three weeks to prepare a good impromptu speech.” How long will it take you to prepare an oral presentation? And what will you do to prepare for it?

The ability to communicate well is one of the biggest factors in business success. You could be an excellent designer, but if you’re unable to promote your services and communicate effectively with clients and colleagues, your potential is limited. The principal areas where communication is essential include:

? Pitching potential clients

? Client meetings

? Customer service

? Face-to-face networking

? Marketing your business

When you freelance or own a business, your livelihood depends on your ability to sell your services. You need to be able to convince prospects that you are the best person for the job, and the communication secrets in this article will help you do this successfully.

1. Ask the Right Questions

Part of selling your services is being able to understand the client’s unique needs. You can do this only by asking questions that get to the heart of the challenges they are facing. Once you have a clear understanding of the problem to solve, you can pitch your services as the best possible option for the client, outlining how you will meet their needs.

2. Communicate Professionally

Your professionalism can win you contracts, and your communication skills add to the complete package. Take time to proofread all emails prior to sending; use a business email address with a proper signature; answer the phone professionally; and speak articulately and competently at all times.