导语

  

内容提要

  

    《实用商务英语》（新形态版）共有10个单元，所有活动都围绕单元主题展开。本教材主要针对地方应用型本科院校和高职院校修完大学英语基础课程的非商务英语背景的学生而编写，可作为大学英语后续ESP拓展课程、选修课程或高职高专商务英语专业的导入课程之用。

Unit 1 Starting a Business
  Practical Listening
  Practical Reading
  Text A：What Type of Business Should You Start
  Text B：Starting an Online Business
  Case Study：The EntrepreneuriaI Journey：From Shoe Seller to
  Brand Builder
  Practical Activity：How to Introduce a Company
  Practical Writing：Job Application Letter
Unit 2 Financial Management
  Practical Listening
  Practical Reading
  Text A：Sources ofStart-up Funding
  Text B：Angel Investors
  Case Study：Angelic Temptations
  Practical Activity：How to Attract Investors
  Practical Writing：Memo
Unit 3 Branding
  Practical Listening
  Practical Reading
  Text A：China’s Future in Brand Awareness
  Text B：Essentials of Building a Winning Brand
  Case Study：Haier’s Branding Strategy for a Global Transformation
  Practical Activity：How to Create a Brand Name
  Practical Writing：Email
Unit 4  Advertising
  Practical Listening
  Practical Reading
  Text A：The Digital Trends That Are Reshaping Advertising
  Text B：Tips on Creating a Catchy Slogan for Your Business
  Case Study：Why“A Diamond Is Forever”Has Lasted So Long
  Practical Activity：How to Advertise a Product
  Practical Writing：Notice and Announcement
Unit 5 Operations Management
  Practical Listening
  Practical Reading
  Text A：Improving Efficiency Through Operations Management
  Text B：Quality Inspections in the Supply Chain
  Case Study：IKEA's Plans to Attract More Buyers Throughout China
  Practical Activity：How to Arrange a Business Meeting
  Practical Writing：Meeting Minutes
Unit6  Uross-Dorder E-commerCe
  Practical Listening
  Practical Reading
  Text A：The Development Trends of Cross—border E—commerce
  Text B：Livestreaming E—commerce in China
  Case Study：Douyin’S E-commerce Empire in the Making
  Practical Activity：How to Start an Online Store
  Practical Writing：Business Proposal
Unit 7 Business TraveI
  Practical Listening
  Practical Reading
  Text A：The Upside and Downside ofBusiness Travel
  Text B：Tips for Booking a Hotel on the Cheap
  Case Study：Tales frOm My First Business Trip
  Practical Activity：How to Book Airline Tickets and Hotel Rooms
  Practical Writing：Letter of Hotel Reservation
Unit 8 Customer Service
  Practical Listening
  Practical Reading
  Text A：Improving Your Customer Service
  Text B：Handling Customer Complaints
  Case Study：How Chinese Retailers Stay Close to Customers
  Practical Activity：How to Make and Handle Customer Complaints
  Practical Writing：Letter of Claim——settlement
  Practical Reading
  Text A：China’s Future in Brand Awareness
  Text B：Essentials of Building a Winning Brand
  Case Study：Haier’s Branding Strategy for a Global Transformation
  Practical Activity：How to Create a Brand Name
  Practical Writing：Email
Unit 9 Business Etiquette
  Practical Listening
  Practical Reading
  Text A：The New Rules ofBusiness Etiquette
  Text B：The Art ofa Mannerly Business Meal
  Case Study：Meeting and Greeting in Chinese Business
  Practical Activity：How to Behave Properly in the Workplace
  Practical Writing：Letter of Invitation
Unit 10 Corporate Culture
  Practical Listening
  Practical Reading
  Text A：The Importance ofCorporate Culture
  Text B：How to Attract and Retain Top Talents
  Case Study：Huawei’s Culture Is the Key to Its Success
  Practical Activity：How to Plan a Corporate Event
  Practical Writing：Business Report
Key to the Exercises