Conference and Exhibition Writings,唐务英语号作第四章 By the end of this chapter you should be able to: Be faniliar with different types of practical writings for 学习目标business conference and exhibition Prepare effective writings for business conference and exhibition The Canton Fair is drawing near,and Wang Hua's company is going to take part in the exhibition to be held at Paxhou Exhibition 学前准备Center.Having obtained a booth there,Wang aa is hopeful that he can do his best to avail himself of this opportunity to help his company expand their business. Now the whole coxpany is getting 学前思考 prepared for the upcoeing Caton Fair. Wang Ra is asked to draft a cospany prof/le sultable for the oceasfon 1.Overview Unit II.Writing Four Task One Format Conf Conp8n时 III. eren Profile Case Studies ce IV.Useful and Expressions Exhi and biti Structures on V.Exercises 注：标记红色的入题库 Vrit The company Wang Haa works for has just ings 误程学习 developed a new product.Wang Hua is 学指思考 asked to write a letter of product presentation and send it to their potential custoners to promote the sales of this new product. Task Two I.Overviow Product IL.General Presentat Fornat ion III. Ca5 Studies IV.Useful BpT88810n8 and Struetures V.Exercises注：标记红色的录入题库
1 Conference and Exhibition Writings_商务英语写作第四章 Unit Four Conf eren ce and Exhi biti on Writ ings 学习目标 By the end of this chapter you should be able to: • Be familiar with different types of practical writings for business conference and exhibition • Prepare effective writings for business conference and exhibition 学前准备 The Canton Fair is drawing near, and Wang Hua’s company is going to take part in the exhibition to be held at Pazhou Exhibition Center. Having obtained a booth there, Wang Hua is hopeful that he can do his best to avail himself of this opportunity to help his company expand their business. 课程学习 Task One Company Profile 学前思考 Now the whole company is getting prepared for the upcoming Caton Fair. Wang Hua is asked to draft a company profile suitable for the occasion. I. Overview II. Writing Format III. Case Studies IV. Useful Expressions and Structures V.Exercises 注：标记红色的录入题库 Task Two Product Presentat ion 学前思考 The company Wang Hua works for has just developed a new product. Wang Hua is asked to write a letter of product presentation and send it to their potential customers to promote the sales of this new product. I. Overview II. General Format III. Case Studies IV. Useful Expressions and Structures V. Exercises 注：标记红色的录入题库
The Canton Fafr is a big gathering. Thousands of businesssen fros wore than 150 countries and regions are here to trade with China.For Jang Mua's company,ft is one of the sost effective ways to develop business relationships.Due to their thorough 学前思考 preparations,several big deais were sd止量t the fair.In addition,Nang Hua trled to colleet inforeation about Task Three prospective partners who showed great Letter of interest in future cooperation.The Establish pext thing for ang Hia to do is to ing write to thes in order to establish Business business relatlons. Relations I.Overview II.General format II. Case Studies IV.Useful Expressions and Structures V.Exercises注：标记红色的录入题岸 直播课堂 主题时论 Task One Company Profile I.Overview Company profile is a concise description which.among other iteas of information. includes a firm's history:number and quality of its humn,financial,and physical resources:organizational and management structure:past,current and anticipated performance:its reputation:and the standing of its goods or services. 1.Funetion As is evident in the above definition.the primary function of a company profile is to give general information about the company.It serves as a window through which the coapany can be exhibited to the outside business world. 2.Purpose
2 Task Three Letter of Establish ing Business Relations 学前思考 The Canton Fair is a big gathering. Thousands of businessmen from more than 150 countries and regions are here to trade with China. For Wang Hua’s company, it is one of the most effective ways to develop business relationships. Due to their thorough preparations, several big deals were made at the fair. In addition, Wang Hua tried to collect information about prospective partners who showed great interest in future cooperation. The next thing for Wang Hua to do is to write to them in order to establish business relations. I. Overview II. General format III. Case Studies IV. Useful Expressions and Structures V. Exercises 注：标记红色的录入题库 直播课堂 主题讨论 Task One Company Profile I. Overview Company profile is a concise description which, among other items of information, includes a firm's history; number and quality of its human, financial, and physical resources; organizational and management structure; past, current and anticipated performance; its reputation; and the standing of its goods or services. 1. Function As is evident in the above definition, the primary function of a company profile is to give general information about the company. It serves as a window through which the company can be exhibited to the outside business world. 2. Purpose
Company profile is comonly found at the wehsite.often on the homepage,of a company. However,it may also be used for a variety of purposes in different settings,such as in trade fairs,product launches,tenders,business forums,exhibitions ete.to promote publicity and arouse attention,or in more specifie cases,to acquire financing.to attract talents and so on. 3.Content Generally speaking,the coetents of a company profile may include:1)a firn's history.missioe.and culture:2)nunber and quality of its human,financial,and physical resources:3)organizational and management structure:4)past.current and anticipated performance:5)its reputation:and 6)the standing of its goods or services.It should be noted that,however,in some cases (for speeific purposes), one or more itens may be stressed and elaborated on and comsequently one or more of the other itens omitted. II.Writing Fornst Typically an informative or docunentary article with several passages,for which no special format is required. But these 3 steps will help any company craft a commendable company profile that is true to your vision,perception and even beliefs. 1.Provide useful information in lay person's terminology. A profile should include key personnel,descriptions of the company's products or services in a manner that laypersons,as well as industry personmel,can comprehend. 2.Infuse some personality. A great company profile should be filled not only with descriptions of products (or services),but also some sense or personality of the business'culture.Adding information ahout the company's purpose.community support or mission (not one of those trite mission statements,though]can add human persomality to a profile,thus adding interest to the reader. 3.Claim your unique assets. By explaining a founder's umiquely circuitous route to the company's developeent. or stating the special awards and honors a company has garnered.the donations or volunteering it's employees provide the community.it gives the reader some grasp of how the company is unique,special or different fron others in it's sane category. Elaborating a bit on the education,training.credentials or experience of persomnel excites customers and helps them identify the company that fits their own beliefs and criteria
3 Company profile is commonly found at the website, often on the homepage, of a company. However, it may also be used for a variety of purposes in different settings, such as in trade fairs, product launches, tenders, business forums, exhibitions etc. to promote publicity and arouse attention, or in more specific cases, to acquire financing, to attract talents and so on. 3. Content Generally speaking, the contents of a company profile may include: 1) a firm's history, mission, and culture; 2) number and quality of its human, financial, and physical resources; 3) organizational and management structure; 4) past, current and anticipated performance; 5) its reputation; and 6) the standing of its goods or services. It should be noted that, however, in some cases (for specific purposes), one or more items may be stressed and elaborated on and consequently one or more of the other items omitted. II. Writing Format Typically an informative or documentary article with several passages, for which no special format is required. But these 3 steps will help any company craft a commendable company profile that is true to your vision, perception and even beliefs. 1. Provide useful information in lay person's terminology. A profile should include key personnel, descriptions of the company's products or services in a manner that laypersons, as well as industry personnel, can comprehend. 2. Infuse some personality. A great company profile should be filled not only with descriptions of products (or services), but also some sense or personality of the business' culture. Adding information about the company's purpose, community support or mission (not one of those trite mission statements, though) can add human personality to a profile, thus adding interest to the reader. 3. Claim your unique assets. By explaining a founder's uniquely circuitous route to the company's development, or stating the special awards and honors a company has garnered, the donations or volunteering it's employees provide the community, it gives the reader some grasp of how the company is unique, special or different from others in it's same category. Elaborating a bit on the education, training, credentials or experience of personnel excites customers and helps them identify the company that fits their own beliefs and criteria
Being gemeric and obtuse in your company description nakes it really hard for any readers to understand why they would want to do business with a company or buy products/services that sound like any others. Above all else,be honest and interesting.since plenty of bland,boring and hype-filled profiles already abound. III.Case Studies Sanple 1 Company Profile of Zhejiang Sunshine Cashmere Co.Ltd. Established in 1999,Zhe jiang Sunshine Cashnere Co.Ltd.is a modern cashnere garment company.Depending on particular marketing strategy and abundant resources,the company has become a professional cashmere producer in the high corpetitive cashmere garments markets. The company occupies a producing land area of 80,000 square meters.We own nost modernized equipaents fron Germany and our annual production capacity is about I aillion pieces/sets of cashnere garments.With pore than 300 franchised stores located at more than 20 provinces in China selling our own brand "Sunshine",our cashnere garments are very popular anong nodern people of 25"45 years old. The corpany's policy is "To build a bright tomorrow with top quality".We are strong at designing and developing.ve have a powerful expert tean engaging in designing the most fashionable colors and styles.Also we have very strict quality control system supervising all over the prodoction lines. In the new century.Sunshine will take "develop sational industry"as our duty to reet custoners'requirenents.Ve sincerely invite you to contact us for further information and to fulfill any of your cashmere products needs. Sarple 1 is composed of three parts.In the first part (Paragraph 1),the writer makes a brief introduction to the company,including time of establishment and nature of the business.In the second part (Paragraphs 2-3),the writer provides more details about the company,such as producing land area,equipeents.annual production capacity,franchised stores,target customers,the company's policy, expert team and quality comtrol system In the last part (Paragraph 4),the writer expresses their sincerity and goodwill in serving their custoners. Sample 2 Company Profile of CMCC Officially established on April 20th.2000.China Mobile Communications Corporation "China Mobile"for short)has a registered capital of 51.8 billion RMB yuan and assets of over 400 billion RMB yuan.It fully holds the equity of China Mobile (HK) Group Limited.China Mobile Limited,of which China Mobile (HK)Group Limited is the major shareholder,set wholly-omned subsidiaries in 31 provinces (autononous regions and mumicipalities directly under the central government)in China and went public in Hong Kong and New York Stock Exchanges.Curremtly,in terms of its market value,China Mobile Limited is the largest anong all the overseas listed Chinese corpanies and arong all the telecon carriers in Asia
4 Being generic and obtuse in your company description makes it really hard for any readers to understand why they would want to do business with a company or buy products/services that sound like any others. Above all else, be honest and interesting, since plenty of bland, boring and hype-filled profiles already abound. III. Case Studies Sample 1 Company Profile of Zhejiang Sunshine Cashmere Co. Ltd. Established in 1999, Zhejiang Sunshine Cashmere Co. Ltd. is a modern cashmere garment company. Depending on particular marketing strategy and abundant resources, the company has become a professional cashmere producer in the high competitive cashmere garments markets. The company occupies a producing land area of 80,000 square meters. We own most modernized equipments from Germany and our annual production capacity is about 1 million pieces/sets of cashmere garments. With more than 300 franchised stores located at more than 20 provinces in China selling our own brand “Sunshine”, our cashmere garments are very popular among modern people of 25 ~ 45 years old. The company’s policy is “To build a bright tomorrow with top quality”. We are strong at designing and developing. We have a powerful expert team engaging in designing the most fashionable colors and styles. Also we have very strict quality control system supervising all over the production lines. In the new century, Sunshine will take “develop national industry” as our duty to meet customers’ requirements. We sincerely invite you to contact us for further information and to fulfill any of your cashmere products needs. Sample 1 is composed of three parts. In the first part (Paragraph 1), the writer makes a brief introduction to the company, including time of establishment and nature of the business. In the second part (Paragraphs 2-3), the writer provides more details about the company, such as producing land area, equipments, annual production capacity, franchised stores, target customers, the company’s policy, expert team and quality control system. In the last part (Paragraph 4), the writer expresses their sincerity and goodwill in serving their customers. Sample 2 Company Profile of CMCC Officially established on April 20th, 2000, China Mobile Communications Corporation (“China Mobile” for short) has a registered capital of 51.8 billion RMB yuan and assets of over 400 billion RMB yuan. It fully holds the equity of China Mobile (HK) Group Limited. China Mobile Limited, of which China Mobile (HK) Group Limited is the major shareholder, set wholly-owned subsidiaries in 31 provinces (autonomous regions and municipalities directly under the central government) in China and went public in Hong Kong and New York Stock Exchanges. Currently, in terms of its market value, China Mobile Limited is the largest among all the overseas listed Chinese companies and among all the telecom carriers in Asia
China Mobile operates not only basic nobile voice services but also value-added services such as data,IP telephone and multimedia.It has the right to operate Internet services and the intermational gateways.reputed for its brands like GoTone,Easy-own and M-Zone,and provides services through network nunbers of 139. 138.137,136,135134(0-8)and159. China Mobile has been playing a leading role in the developrent of the mobile communications industry in China and holds an important position in the international arena as well.After over ten years of efforts,China Mobile bas established a comprehensive network with large coverage,high quality.rich variety of businesses and first-elass customer services.It ranks the first in the world in terms of the network scale and the custoner base.By the end of 2005.100%of the coumties (cites)had been covered by network with seamless coverage on the backbone lines and indoor coverage in key urban areas.The total nurber of custoners had exceeded 240 nillion. China Mobile has provided GSM roaming services with over 271 operators in 206 countries and regions and GPRS roaming services with 93 operators in 101 countries and regions in the world.Its mobile short nessages can be sent to 214 operators in 106 countries and regions and multimedia nessages to 21 operators in 6 countries and regions. China Mobile has successfully attracted imvestnent fron the international capital market with its sound performance and great developent potential.Being included in the Fortune Top 500 for 5 consecutive years.China Mobile's latest ranking is No.224.It also ranks the 4th and 2nd in the Top 500 Chinese Enterprises in terms of its overall strength and service provision respectively by the China Enterprise Confederation and China Enterprise Directors Association in 2005.The listed company of China Mobile has been the omly Chinese company anong the Forbes Top 400 World's Best Big Companies for 3 consecutive years. China Mobile is not only a profitable company with robust financial performance and stable cash flow,but also the one with growing potentials and prospects.Looking forward,China Mobile defines its strategic goal of "becoming a vorldwide leader in the telecommunications world and achieving leapfrog evolution from excellemce to preeninence".To this end,China Mobile will adhere to its core value proposition of "Responsibility Makes Perfection and spare no effort to improve its competitivemess by implementing the concept of scientifie developeent.With its well-built operation systen.outstanding organixation structure and fully-trained personnel,China Mobile ains at building a franework of "One CM"featuring mobile and information expertise and best service quality. Sample 2 is composed of three parts.In the first part (Paragraphs 1-2).the writer introduces the basic information about the company,including tine of establishnent, financial assets,subsidiaries,market value and services provided.In the second part (Paragraphs 3-5),the writer dwells on the major developaents the coapany has achieved in the past fev years and its important role and position both at home and abroad.In the last part (Paragraph 6),the writer looks into the prospects of the company with a descript ion of its strategic goal and the way of achieving the goal
5 China Mobile operates not only basic mobile voice services but also value-added services such as data, IP telephone and multimedia. It has the right to operate Internet services and the international gateways, reputed for its brands like GoTone, Easy-own and M-Zone, and provides services through network numbers of 139, 138, 137, 136, 135, 134 (0-8) and 159. China Mobile has been playing a leading role in the development of the mobile communications industry in China and holds an important position in the international arena as well. After over ten years of efforts, China Mobile has established a comprehensive network with large coverage, high quality, rich variety of businesses and first-class customer services. It ranks the first in the world in terms of the network scale and the customer base. By the end of 2005, 100% of the counties (cites) had been covered by network with seamless coverage on the backbone lines and indoor coverage in key urban areas. The total number of customers had exceeded 240 million. China Mobile has provided GSM roaming services with over 271 operators in 206 countries and regions and GPRS roaming services with 93 operators in 101 countries and regions in the world. Its mobile short messages can be sent to 214 operators in 106 countries and regions and multimedia messages to 21 operators in 6 countries and regions. China Mobile has successfully attracted investment from the international capital market with its sound performance and great development potential. Being included in the Fortune Top 500 for 5 consecutive years, China Mobile's latest ranking is No.224. It also ranks the 4th and 2nd in the Top 500 Chinese Enterprises in terms of its overall strength and service provision respectively by the China Enterprise Confederation and China Enterprise Directors Association in 2005. The listed company of China Mobile has been the only Chinese company among the Forbes Top 400 World's Best Big Companies for 3 consecutive years. China Mobile is not only a profitable company with robust financial performance and stable cash flow, but also the one with growing potentials and prospects. Looking forward, China Mobile defines its strategic goal of “becoming a worldwide leader in the telecommunications world and achieving leapfrog evolution from excellence to preeminence”. To this end, China Mobile will adhere to its core value proposition of “ Responsibility Makes Perfection ” and spare no effort to improve its competitiveness by implementing the concept of scientific development. With its well-built operation system, outstanding organization structure and fully-trained personnel, China Mobile aims at building a framework of “One CM” featuring mobile and information expertise and best service quality. Sample 2 is composed of three parts. In the first part (Paragraphs 1-2), the writer introduces the basic information about the company, including time of establishment, financial assets, subsidiaries, market value and services provided. In the second part (Paragraphs 3-5), the writer dwells on the major developments the company has achieved in the past few years and its important role and position both at home and abroad. In the last part (Paragraph 6), the writer looks into the prospects of the company with a description of its strategic goal and the way of achieving the goal
IV.Useful Expressions and Struetures (1)With more than 300 franchised stores located at more than 20 provinces in China selling our own brand "Sunshine",our cashmere garnents are very popular anong nodern people of 2545 years old. 在中国二十多个省份。我们有300多个专卖店在防售自己的品韩“阳光”，我们的羊城 最装在年静从25岁到45岁的现代人屏中倍受青球。 (2)We have a powerful expert team engaging in designing the most fashionable colors and styles. 我们拥有实力雄厚的专家组，专门从事最时尾的颜色和款式的设计。 (3)Officially established on April 20th,2000.China Mobile Communications Corporation ("China Mobile"for short)has a registered capital of 51.8 billion RyB yuan and assets of over 400 billion RB yuan. 中国移动通信集团公司（简称“中国移动）于2000年4月D日成立，注颗贤本518 亿元人民币，资产规根超过4,00亿元人民币。 (4)Currently,in terms of its market value,China Mobile Limited is the largest among all the overseas listed Chinese companies and among all the telecom carriers in Asia. 目前，就市场价值而言，中国移动有限公司是中国最大的海外上市公司。也是亚洲最大 的电信营运商。 (5)China Mobile has been playing a leading role in the developrent of the mobile communications industry in China and holds an important position in the international arena as vell. 中国移动在中国移动通讯业的发展中一直处于领先，并在国际舞台占有重要地位。 (6)It ranks the first in the vorld in terms of the network scale and the customer base. 中国移动的通调料络规核和顾客基础位列世界第一， (7)The total nunber of custoners had exceeded 240 millioe. 客户总数已经超过2.4亿. (8)China Mobile has successfully attracted investment from the internatioeal capital market vith its sound performance and great development poteatial. 中国移动以其良好的业境和巨大的发展潜力，成功吸引了来自国际资本市场的投资。 (9)Looking forward,China Mobile defines its strategic goal of "becoming a worldwide leader in the telecomrunications world and achieving leapfrog evolution from excellence to preeminence". 展显未来，中国移动确立了“做世界一流企业。实现从优秀到卓越的新跨越”战略目 标。 (10)To this end,China Mobile will adhere to its core value proposition of "Responsibility Makes Perfection"and spare no effort to improve its competitiveness by implenenting the concept of scientific development. 为实现这一目标，中国移动将乘承“正德厚生，臻于至善”的企业楼心价值观，实线 科学发展的理念，努力提升企业竞争力。 (11)Vith an annual production of 200 million units in each line,and 75 percent of regular specs in-stock,we can fill your volume orders vithin 15 days. 我们每条生产线年产能为2亿件，而且？跳的普通规格都有现货，可以在15天内满足
6 IV. Useful Expressions and Structures (1) With more than 300 franchised stores located at more than 20 provinces in China selling our own brand “Sunshine”, our cashmere garments are very popular among modern people of 25 ~ 45 years old. 在中国二十多个省份，我们有 300 多个专卖店在销售自己的品牌“阳光”。我们的羊绒 服装在年龄从 25 岁到 45 岁的现代人群中倍受青睐。 (2) We have a powerful expert team engaging in designing the most fashionable colors and styles. 我们拥有实力雄厚的专家组，专门从事最时髦的颜色和款式的设计。 (3) Officially established on April 20th, 2000, China Mobile Communications Corporation (“China Mobile” for short) has a registered capital of 51.8 billion RMB yuan and assets of over 400 billion RMB yuan. 中国移动通信集团公司（简称“中国移动”）于 2000 年 4 月 20 日成立，注册资本 518 亿元人民币，资产规模超过 4,000 亿元人民币。 (4) Currently, in terms of its market value, China Mobile Limited is the largest among all the overseas listed Chinese companies and among all the telecom carriers in Asia. 目前，就市场价值而言，中国移动有限公司是中国最大的海外上市公司，也是亚洲最大 的电信营运商。 (5) China Mobile has been playing a leading role in the development of the mobile communications industry in China and holds an important position in the international arena as well. 中国移动在中国移动通讯业的发展中一直处于领先，并在国际舞台占有重要地位。 (6) It ranks the first in the world in terms of the network scale and the customer base. 中国移动的通讯网络规模和顾客基础位列世界第一。 (7) The total number of customers had exceeded 240 million. 客户总数已经超过 2.4 亿。 (8) China Mobile has successfully attracted investment from the international capital market with its sound performance and great development potential. 中国移动以其良好的业绩和巨大的发展潜力，成功吸引了来自国际资本市场的投资。 (9) Looking forward, China Mobile defines its strategic goal of “becoming a worldwide leader in the telecommunications world and achieving leapfrog evolution from excellence to preeminence”. 展望未来，中国移动确立了“做世界一流企业，实现从优秀到卓越的新跨越”战略目 标。 (10) To this end, China Mobile will adhere to its core value proposition of “ Responsibility Makes Perfection ” and spare no effort to improve its competitiveness by implementing the concept of scientific development. 为实现这一目标，中国移动将秉承“正德厚生，臻于至善”的企业核心价值观，实践 科学发展的理念，努力提升企业竞争力。 (11) With an annual production of 200 million units in each line, and 75 percent of regular specs in-stock, we can fill your volume orders within 15 days. 我们每条生产线年产能为 2 亿件，而且 75%的普通规格都有现货，可以在 15 天内满足
您的大数量订货需求。 (12)Our R&D tean turns out one new product every three weeks to keep up with the latest market trends.We are confident we can meet your OEM/OCM requirenents. 为紫跟市场趋势，我们的研发团队每三个星期推出一款新产品。我们自信能够达到你 方的0E/00刚要求。 (13)Ve also offer custon packaging and printing services for your comvenience. 我们也为您提供定制包装和印刚服务。 New Words and Phrases officially【a'fifoli】adw.官方地，正式地 registered capital注册资金 equity'ek1t1】n,(公可的)股本：货产净值 assets['s0ts】n,资产 sharebolder〔'∫gohouldo】n.股东 holly-owned['hauli aund】ad5.全蛋的 subsidiary[sab'sidjari]n.子公可 1 isted['1ist1d】ad小.上市的 value-added'vwlj加：'did】d.增值的 reputed[rf'pju:tid】ad5.著名的，号称的 arena【a'ri:na】m.舞台，克技场 comprehensive [kompri'hensiv】.adj.全而的，广泛的 seanless「si:nlis]ad红无缝的 consecutive[kan'sekju:tiv]adi.连续的 Forbes Top400相布斯400强 profitable『profitabl】adj.叠利的 robust[ro'bast】adj.健全的 preeninence【pri'cainans]n.卓越 competitivesess[kam'petativnis】]n.竞争力 0xert1s0[ekspa:”t:z】n,专业技能。专业，专业精神 Exercises: 1.Fill in the blanks with the right form of the verbs given. What is a company profile? A company profile is essentially a resume for your company that you_ (use) to establish your credibility with the market you (serve）.Your company profile (help)potential customers to understand your business as well as to understand your company's approach.unique strengths,and relevant experience. Your company profile (demonstrate)your company's ability to effectively meet customer needs.Your company profile also helps others who (be)in comtact with you such as lenders,the media.and job candidates to better understand your business. Tho benefit)from having a company profile?
7 您的大批量订货需求。 (12) Our R&D team turns out one new product every three weeks to keep up with the latest market trends. We are confident we can meet your OEM/ODM requirements. 为紧跟市场趋势，我们的研发团队每三个星期推出一款新产品。我们自信能够达到你 方的 OEM/ODM 要求。 (13) We also offer custom packaging and printing services for your convenience. 我们也为您提供定制包装和印刷服务。 New Words and Phrases officially [ə'fiʃəli] adv. 官方地，正式地 registered capital 注册资金 equity ['ekwiti] n.（公司的）股本；资产净值 assets ['æsets] n. 资产 shareholder ['ʃɛəhəuldə] n. 股东 wholly-owned ['həuli əund] adj. 全资的 subsidiary [səb'sidjəri] n. 子公司 listed ['listid] adj. 上市的 value-added ['vælju:'ædid] adj. 增值的 reputed [ri'pju:tid] adj. 著名的，号称的 arena [ə'ri:nə] n. 舞台，竞技场 comprehensive [ֽkɔmpri'hensiv] adj. 全面的，广泛的 seamless ['si:mlis] adj. 无缝的 consecutive [kən'sekju:tiv] adj. 连续的 Forbes Top 400 福布斯 400 强 profitable ['prɔfitəbl] adj. 盈利的 robust [rə'bʌst] adj. 健全的 preeminence [pri'eminəns] n. 卓越 competitiveness [kəm'petətivnis] n. 竞争力 expertise [ekspə:'ti:z] n. 专业技能，专业，专业精神 Exercises: 1. Fill in the blanks with the right form of the verbs given. What is a company profile? A company profile is essentially a resume for your company that you ___________ (use) to establish your credibility with the market you ___________ (serve). Your company profile ___________ (help) potential customers to understand your business as well as to understand your company's approach, unique strengths, and relevant experience. Your company profile ___________ (demonstrate) your company's ability to effectively meet customer needs. Your company profile also helps others who ___________ (be) in contact with you such as lenders, the media, and job candidates to better understand your business. Who ___________ ( benefit) from having a company profile?
A company profile (benefit)amy company wanting to establish its credibility including A consulting firm where it (be)critical for the company to establish the hasis for its expertise A service provider with a service that can't be evaluated before the sale shere the prospect _(assess)the company's ability to provide the service based on its assessment of the company itself A comany that (lack)a recognized name in the market it (serve) 2.Translation. 1)产品运销东南亚、南美、东以等50多个国家和地区。 )本公可具有雄厚的技术力量和产品开发、设计能力： 3》本公司通过它的各类工厂和销售商在世界各地都拥有代理。 4)The corporation is an enterprise directly subordinate to the Ministry of Civil Administration of P.R.C. 5)Ne sincerely welcome friends from various parts of the world to establish trading relations and build up economic or technical cooperation with us. 6)The company has imported a complete set of automatic production lines and up-to-date technology.Its products are in complete conformity with the international standards. 3.Writing. Directions:Below are some descriptions of Dongfeng Motor Corporation (DFM)in Chinese version.Vrite a company profile for DFM according to the given information. 东风汽车公可始建于1969年，是中国三大汽车制迹商之一。主营业务涵盖客运车、商 用车、发动机及汽车零部件。主要业务分布在十堰、塞煲，式汉和广州等四大基地，上海， 柳州、郑州、杭州、昆明、乌鲁木齐等地也有几个分公司，形成了“立足湖北，辐射全国“ 的事业布局。现有总货产732.5亿元，员工12.4万人。 经过0年的发展，己经构建起完整的一套产品研发和生产制造的设能，销售和售后服 务网路着布全国，东风品牌早已家喻户晓。200B年公司位居中国企业500强第20位，中国 制造企业500强第5位， 公司已确立了建设“特续发展的百年东风、面向世界的国际化东风、在开破中白主发展 的东风”的战略目标。提出了“打造国内外一流的汽车制迹商，实现可持线成长，为股东
8 A company profile ____________ (benefit) any company wanting to establish its credibility including: A consulting firm where it ___________ (be) critical for the company to establish the basis for its expertise A service provider with a service that can't be evaluated before the sale where the prospect ___________ (assess) the company's ability to provide the service based on its assessment of the company itself A company that ___________ (lack) a recognized name in the market it ___________ (serve) 2. Translation. 1) 产品远销东南亚、南美、东欧等 50 多个国家和地区。 __________________________________________________________________ 2) 本公司具有雄厚的技术力量和产品开发、设计能力。 __________________________________________________________________ 3) 本公司通过它的各类工厂和销售商在世界各地都拥有代理。 __________________________________________________________________ 4) The corporation is an enterprise directly subordinate to the Ministry of Civil Administration of P.R.C. __________________________________________________________________ 5) We sincerely welcome friends from various parts of the world to establish trading relations and build up economic or technical cooperation with us. __________________________________________________________________ __________________________________________________________________ 6) The company has imported a complete set of automatic production lines and up-to-date technology. Its products are in complete conformity with the international standards. __________________________________________________________________ __________________________________________________________________ 3. Writing. Directions: Below are some descriptions of Dongfeng Motor Corporation (DFM) in Chinese version. Write a company profile for DFM according to the given information. 东风汽车公司始建于 1969 年，是中国三大汽车制造商之一。主营业务涵盖客运车、商 用车、发动机及汽车零部件。主要业务分布在十堰、襄樊、武汉和广州等四大基地，上海、 柳州、郑州、杭州、昆明、乌鲁木齐等地也有几个分公司，形成了“立足湖北，辐射全国” 的事业布局。现有总资产 732.5 亿元，员工 12.4 万人。 经过 40 年的发展，已经构建起完整的一套产品研发和生产制造的设施，销售和售后服 务网络遍布全国，东风品牌早已家喻户晓。2008 年公司位居中国企业 500 强第 20 位，中国 制造企业 500 强第 5 位。 公司已确立了建设“持续发展的百年东风、面向世界的国际化东风、在开放中自主发展 的东风”的战略目标，提出了“打造国内外一流的汽车制造商，实现可持续成长，为股东
客户，员工和社会长期创造价值”的事业梦想，如今，公司全体员工正在为实现这一远大目 标而努力奋斗。 展望未来，东风公司一定会为广大用户提供更多的优质产品和服务，为社会、为国家， 为中国汽车工业做出更大的贡献。 4.Vang Hua's company has decided to attend the coming Canton Fair and the whole company is getting prepared for it.He is asked to draft a company profile suitable for the occasion.Now Wang Hua has listed the key points below.Please make full use of them to write the company profile for hin Nane of the company:the Great Wall Inport Export Co.Ltd. Tine of establishment:1996 Nature of busine级8：a large state-owne时corporation Nunber of employees:200 (up to now) Loeation:in the center of Guangzhou,close to subway station and bus-stop Line of business:various office equipaents.including laser printers,stylus printers,duplicating machines,group phones,office consumables,ete. Products:comply with international quality standards:greatly appreciated in a variety of markets both at hore and abroad;excellent quality control throughout all stages of production Principle of trade:honesty,equality.muatual benefit Main exporting countries:Thailand,Malaysia.Singapore,India. Goal:provide customers with products of high performance-price ratio and top quality service:guarantee total custoaer satisfaction
9 客户、员工和社会长期创造价值”的事业梦想。如今，公司全体员工正在为实现这一远大目 标而努力奋斗。 展望未来，东风公司一定会为广大用户提供更多的优质产品和服务，为社会、为国家、 为中国汽车工业做出更大的贡献。 4. Wang Hua’s company has decided to attend the coming Canton Fair and the whole company is getting prepared for it. He is asked to draft a company profile suitable for the occasion. Now Wang Hua has listed the key points below. Please make full use of them to write the company profile for him. Name of the company: the Great Wall Import & Export Co. Ltd. Time of establishment: 1996 Nature of business: a large state-owned corporation Number of employees: 200 (up to now) Location: in the center of Guangzhou, close to subway station and bus-stop Line of business: various office equipments, including laser printers, stylus printers, duplicating machines, group phones, office consumables, etc. Products: comply with international quality standards; greatly appreciated in a variety of markets both at home and abroad; excellent quality control throughout all stages of production Principle of trade: honesty, equality, mutual benefit Main exporting countries: Thailand, Malaysia, Singapore, India, Goal: provide customers with products of high performance-price ratio and top quality service; guarantee total customer satisfaction
Task Two Product Presentation I.Overview Product presentation is an important part of selling a product to prospective customers.Effective presentation is vital to give a good impression of your company and your product.This can be dome by traditional postal delivery,fax.Email. advertisememt or through a face-to-face exhibition. Generally speaking.there are two types of letters for product presemtation: solicited letters of product presentation and unsolicited letters of product presentation. 1.Funetion Letters of product presentation serve as an introduction to certain products with a focus on its advantages over other products of the same kind. 2.Purpose Letters of product presentation are written maimly to help your prospective customers get to know your produets,stimulate their interest and convince them to take action imediately.The ultimate purpose of such letters is to prooote the sales of your prodacts. 3.Content Generally speaking.a letter of product presentation is composed of four parts:1) an effective opening to capture the reader's attention (for a solicited letter of product presentation)or a reference to the reader's previous inquiry:2)a detailed description of the features and functions of the product with an emphasis on the strong points that may arouse the reader's interest and purchasing desire:3) convincing evidence:4)a good ending to encourage the reader to take action. 4.Considerations If the letter is sent to all customers,the greeting Dear Customer should be used. The new product should be described in a positive,attractive way.Specific information about the product,such as material,color,size,cost and other special features,should be included. Do not forget to mention any complinentary products,special promotions or special services offered to meet individaal user's needs. If customers can visit the website to obtain further information about the produet, do renember to let them know. II.General Fornat 10
10 Task Two Product Presentation I. Overview Product presentation is an important part of selling a product to prospective customers. Effective presentation is vital to give a good impression of your company and your product. This can be done by traditional postal delivery, fax, Email, advertisement or through a face-to-face exhibition. Generally speaking, there are two types of letters for product presentation: solicited letters of product presentation and unsolicited letters of product presentation. 1. Function Letters of product presentation serve as an introduction to certain products with a focus on its advantages over other products of the same kind. 2. Purpose Letters of product presentation are written mainly to help your prospective customers get to know your products, stimulate their interest and convince them to take action immediately. The ultimate purpose of such letters is to promote the sales of your products. 3. Content Generally speaking, a letter of product presentation is composed of four parts: 1) an effective opening to capture the reader’s attention (for a solicited letter of product presentation) or a reference to the reader’s previous inquiry; 2) a detailed description of the features and functions of the product with an emphasis on the strong points that may arouse the reader’s interest and purchasing desire; 3) convincing evidence; 4) a good ending to encourage the reader to take action. 4. Considerations If the letter is sent to all customers, the greeting Dear Customer should be used. The new product should be described in a positive, attractive way. Specific information about the product, such as material, color, size, cost and other special features, should be included. Do not forget to mention any complimentary products, special promotions or special services offered to meet individual user’s needs. If customers can visit the website to obtain further information about the product, do remember to let them know. II. General Format