高级商务英语阅读.docx

高级商务英语阅读.docx

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高级商务英语阅读

高级商务英语阅读

SupplementaryReadingsfor

Chapter1

TheLongMarch

（1）

ChineseCompaniesEstablishBrandAwarenessinOverseasMarkets

TopBandWeekly

August27,2003

ByLynnFurrow,GeneralManagerofTheHoffmanAgencyBeijingOffice

Chinaexportsadizzying（令人眼花缭乱的）arrayofpersonalcomputers,DVDplayers,refrigerators,andconsumerelectronicgoods…yetmostpeopleoutsideofChinacan’tnameevenoneChinesebrand.AsmoreandmoreChineseenterprisespushtheirgoodsintooverseasmarkets,companiesarenowtryingtochangethis.

LegendGroup（联想集团）,thelargestcomputermanufacturerandahouseholdnameinChina,isshootingtoincreaseoverseassalesfromsevento25percentofitstotalrevenue（总收入）.Inexpandingoverseas,however,itencounteredabrandingdilemma:

becauseothercompaniesinmanycountriesaroundtheworldhavealreadyregistered“Legend”,theChinesecompanywasforcedtodevise（设计，想出）anewEnglishnamethatcouldbeusedunrestrictedly（自由的）inmarketsworldwide.ThusonApril28th,LegendGroup’snewEnglishname“Lenovo”wasborn.Althoughitmayofferafreshstart,thenewnameerases（擦除，抹去）twodecadesofbrandbuildinginChinaandmuststanduptothestigma（污名，特征）thatChinesecompaniesfaceoverseas:

“‘Thebiggestchallengeistobuilduppeople’sconfidenceabouttheproduct,’saysAnnieChung,andanalystwithGartnerInc.inHongKong.‘TheyneedtogetawayfromtheChina-made,low-qualityimage.’”

N,forexample,hadabumpy（崎岖不平的）entranceintotheU.S.market.AfterlistingonNASDAQjustastheInternetbubble（泡沫）wasburstingin2000,thecompanythenfacedanaccountingscandal（会计丑闻）,aclassactionsuit（集体诉讼案）,andanorderfromNASDAQtosuspend（推迟）trading.WhenTedSuntookoverasactingCEO,hebroughtsweeping（彻底的）changestouppermanagement（高级管理层）andrestated（重申）earningsinanefforttorestore（恢复）investorandcustomerconfidence.Acoupleofyearslater,investorsseemtohaveregained

第1页共7页高级商务英语阅读

faithafterthemanagementshake-up（人事改组）:

thecompanyistradingagainatahandsome$31pershare--triplewhattheywerejustthreemonthsago.

InrecentyearsSingaporeExhibitionServices,theorganizerofwell-knowntelecomeventsCommunicAsia（亚洲电信展）andBroadcastAsia,hasseenasteadyriseofChineseparticipants.Inthemonthsleadingupto（在之前）thisyear’sevent,SESreporteda20percentjumpinthenumberofChinesecompaniessigneduptoexhibit,includingfamouscompaniessuchasHuaweiandPutian.AlthoughtheJuneeventwascancelledduetotheSARSoutbreak,theriseinChineseparticipationisevidencethatmoreandmoreChinesecompaniesarerealizingtheimportanceofoverseasindustryeventsasaneffectivewaytobuildbrandrecognitionoutsidetheirhomemarkets.

InoneinterestingtwistforaChinesecompany,China’spopulardomesticbeermakerYanjingBrewingCompanyusestheUSmarketasameanstoreachaudiencesathome:

whenbasketballplayerYaoMingjoinedtheHoustonRockets,thecompanysignedasponsorship/advertisingdealthatwouldplacethecompany’snameonbillboards（广告牌）intheRockets’stadium.TheprimarypurposewasnottoattractAmericanbeer-drinkers,buttograbtheattentionofavid（贪婪的，热心的）basketballfansinChinathatwatchliveTVbroadcastsofthegamesplayedbytheChinesebasketballsuperstar.

Creating,communicatingandmanagingbrandimageisarelativelynewconceptforChinesecompanieswhosemainexperiencewithbrandingtodateinvolvesdevisingalogoandacatchyslogan.Inordertobuildapositivebrandimageoverseas,particularlybecauseChineseproductsareoftenperceivedas（当做，视为）low-techandpoorquality,Chinesecompaniesneedtobemoretransparentabouttheirbusinesspracticesandfinancials,establishpositivepointsofdifferentiation,andcommunicatetheseeffectivelywiththeiraudiences.

（2）

AreChineseCompaniesaThreattoYourSmallBusiness?

AcloserlookathowourfreetradepolicieswithChinaandtheChinesebusinessenvironmentmayimpactthefutureofyourcompany

September16,2003

第2页共7页高级商务英语阅读

ByJoshuaKurlantzick

Inrecentmonths,astheU.S.economicslowdownhascontinued,Americancompanies,andmanylegislators（立法者）representingdistrictshithardeconomically,havebeguntolashout（猛烈抨击）atChina.TouringtheSouth,Democraticpresidentialcandidates（民主党总统候选人）RichardGephardtandJohnEdwardsstoppedattextilefactoriesacrosstheregionthatwereonthevergeof（濒临，接近于）bankruptcy.There,theycondemnedAmericanfreetradeagreementswithChinaforallowingChinesecompanies,whichpaymuchlessforlabor,toundercut（廉价出售）U.S.manufacturersanddriveblue-collarjobsoverseas.

Meanwhile,Cabinet（内阁的）membersoftheBushadministration,touringthecountrytopromotethepresident'seconomicpackages,receivedmanyangrycomplaintsfrombusinesspeopleconcernedabouttheChinathreat.AndU.S.textilemakerslastmonthfiledapetition（申请）withCongressaskinglegislatorstocaptextileimportsfromChina,usingWorldTradeOrganization（WTO）provisions（规定）inforce（有效的）sinceChinajoinedtheWTOin2001andchargingthatChinaunfairlyundervalues（低估）itscurrencyandunderpays（少付工资）itslaborforce.（Inresponse,theGeneralAccountingOfficehasagreedtoinvestigatethevaluationofChina'scurrency.）

Someofthesefearsarereal.Lastyear,Chinareceivedthemostforeigncapitalinflowsofanynation,surpassingtheUnitedStatesastheworld'sfavoritelocale（场所）forinvestment.Meanwhile,Chinesewages,whichaveragearound60centsinmanufacturingjobs,aren'trisinginmostfields.Ming-jerChen,aChinabusinessexpertattheUniversityofVirginia,saysthecountry'sburgeoning（迅速发展的）laborpool（劳动力储备）,theresultofincreasedmigrationfrompoorinterior（国内的，内部的）areastorichercoastalregions,seemslikelytoguaranteelow-wagelaborinmostindustries,atleastforthenearfuture.

IncreasedChineseproductionbylow-wageworkers,combinedwiththeundervaluedChinesecurrency,doesallowChinatoundercutcompetitors,triggering（引起）akindofdeflation（通货紧缩）thatmaypushsomeU.S.firmsoutofbusiness.AsTheEconomisthasnoted,thecostofamountainbike（山地自行车）hasplummeted（大幅下跌）aroundtheworld,largelybecauseChinahascometodominatebicycleproduction.ForsomeU.S.textilemanufacturers,it'sverydifficulttocompetenow,saysChipCoker,CFOofCokerInternational,aSouthCarolinatextilecompany.

第3页共7页高级商务英语阅读

And,criticsoffreetradewithChinasay,nowit'snotonlyblue-collarjobsthatareleavingfortheMiddleKingdom.ThoughadecadeagoChinawasknownmostlyformanufacturinglow-value,labor-intensivegoods,inthepasttenyears,it'sbecomealeadingproduceroflow-end（低档的，廉价的）electronics,andhasbeguntodevelopdomesticautomobile,telecommunicationsandwhitegoodsfirms.OneChinesewhitegoodscompany,Haier,hasevenopenedfactoriesintheUnitedStates.

InChinaitself,thesituationismorecomplex.ChinamaybeanincreasinglypowerfulcompetitorforU.S.firms,andinmanyrespects,ShanghailookslikeamodernequivalentofanyU.S.capital.AtubertrendycoffeehousesaroundShanghai,smartlydressedyoungmenandwomenchewover（详细讨论）businessontheirtrillingmobilephones.Thecity'shigh-rise（高楼的高层的）skyline（天际）isdottedwith（点缀着）cranes（起重机）andconstructionequipment,andinbrokeragehouses（经纪行）neartheBund（码头堤岸）,Shanghai'swaterfront（海滨）,investorsstudymarkettickersintensely.

Butappearancescanbedeceiving（欺骗）.DespitetheFirstWorldveneerofShanghai,mostChinesecompaniesremainfarbehindtheUnitedStatesintermsofapplicationoftechnologyandinoverallproductivity.What'smore,manyChineseentrepreneurs（企业家）remainstifled（堵）byabewildering（令人混乱的）andoftencorrupt（腐败的）legalsystem,abureaucracy（官僚主义、机构政治）stillstaffed（提供职员）byCommunist（共产主义者）officialswithlittleknowledgeofmarketeconomics,poorphysicalinfrastructureandothermajorproblems.Becauseoftheseobstacles,inmanysectors,ChinaisstillyearsfromcompetingwithU.S.firmsmakingexpensive,higher-valuegoods.MostofwhatChinadoeswellisproducelow-valueitemsthataren'teconomicallyfeasible（可行的）tomakeinAmericaanyway,sincetheselower-wagejobsleftAmericadecadesagoanyway.

U.S.businessesoftencomplainaboutthehealthcare,safetyandpension（退休金）regulationstheyhavetodealwith,butredtapeintheUnitedStatespalesincomparisontoChineseentrepreneurs'hassles（麻烦事）.HowardLi,co-founderofNewtone,aShanghai-basedtelecommunicationscompany,sayshiscompanyhastofocusmuchofitsenergyoncourting（讨好）governmentofficials,sincethegovernmentinChinaessentiallyretainsamonopolyovertelecoms.

Meanwhile,ChinesebusinesspeopleinothersectorssaythatbecauseCommunistParty（共产党）officialsstillhavesomuchleverage（影响力）overwherecompaniescanincorporateandwhotheycandobusiness

第4页共7页高级商务英语阅读

with,theyoftenspendlargesumsofmoneyfeting（招待）Partyleadersatlavish（浪费的，丰富的）dinnersandeventakeonexcessworkerswhohavetiestotheParty.Worse,manysmallbusinesspeopleareunabletoobtainloansfrombankswhenthey'reindirectcompetitionwithlargercompaniesthatarestilllinkedtothestateand,byextension（引申开来）,totheCommunistParty.JunZhao,theBeijingrepresentativeforChinaVest,aventurecapitalfirmfocusingonChina,saysChineseentrepreneursturntoVCs（风险投资？

）preciselybecauseitissohardforthemtogetaloan.

Chineseentrepreneursalsodon'thaveanysemblance（类似）ofalegalsystemtosupportthem.OnelawyerwhoworkedinShanghaifornearlytwodecadessaysthat,despitelawspassedinrecentyearsdesignedtomodernize（使现代化）thejudiciary（司法制度）,mostcasesarestilladjudicated（审