PART 1　商业竞争

题目

Do you think it is good if there is business competition？ 你认为存在商业竞争是好事吗？

思路点拨

思路1

思路2

是好事——能帮助公司进步

是坏事——沉迷于超越其他公司，而忽略了大局

回答范例

范例1　Yes，I think business competition is beneficial to the healthy development of the market.That’s why there are laws to fight against monopoly.And business competition is also beneficial to the consumers in that companies will have to produce high-quality goods and sell them at reasonable prices in order to win the competition.

是的，我认为商业竞争有利于市场的健康发展。这就是为什么有反垄断的法律。商业竞争对消费者也是有利的，因为企业将不得不生产高质量的产品，并以合理的价格出售，以赢得竞争。

范例2　I think competition is a double-edged sword.On one hand，it’s a good thing.It helps companies to improve，it leads to better products and results，and it promotes growth.But on the other hand，competition is bad when a company becomes so obsessed with trying to outdo other companies that they lose sight of the overall picture of just trying to do well.

我认为竞争是一把双刃剑。一方面，这是件好事：它帮助公司进步，带来更好的产品和成果，以及促进经济增长。但另一方面，当公司过度沉迷于超越其他公司，而忽略了努力做好产品的整体理念时，竞争就是件坏事。

亮点词汇

business competition 商业竞争

fight against 对抗

monopoly n.垄断

double-edged sword 双刃剑

on one hand 一方面

on the other hand 另一方面

lose sight of 忽略

overall picture 整体情况

拓展例句

Competition in today’s global marketplace makes it critical for employees to understand and meet the needs of customers.

当今全球市场的竞争让员工了解并满足客户的需求这一点变得至关重要。

词汇点睛　marketplace n.市场

PART 2　商业竞争

题目

What is important when aiming to win business competition？　为了赢得商业竞争，什么是重要的？

·reducing price　·降低价格

·customer feedback　·客户反馈

·...　·……

思路点拨

思路1

论点1：降低价格——降低价格有助于公司吸引更多的潜在客户

论点2：客户反馈——通过收集反馈来提高产品或服务质量

✧论点3：提高质量——能够直接增加销量，扩大市场份额

思路2

论点1：降低价格——降低价格对推出新的产品线有帮助

论点2：客户反馈——收集客户反馈能够增加老顾客的数量

✧论点3：开拓新市场——新市场能够使公司实现更快更好的经济增长

回答范例

范例1　Business competition is getting fiercer today，so more and more companies need to know how to beat competitors in the business world.

Firstly,prices are forever the major consideration of customers.If the price of a product is reduced,it will help the company to attract more potential customers and to win them over from competitors.

Secondly,collecting customer feedback is also important in that the company can improve its product or service quality based on the feedback collected from customers.That way,customer satisfaction will be greatly enhanced,which will be conducive to improving sales and beating competitors.

Last but not least,improving product quality can directly increase sales volume and expand the market share.

当今的商业竞争越来越激烈。所以越来越多的公司需要知道如何在商界击败竞争对手。

首先，价格永远是客户考虑的主要因素。如果产品的价格降低，这将有助于公司吸引更多的潜在客户，并从竞争对手那里把他们抢过来。

其次，收集顾客的反馈也很重要，因为公司可以根据客户的反馈来提高产品或服务质量，从而大大提高客户的满意度。这将有利于提高销量，击败竞争对手。

最后但同样重要的是，提高产品质量可以直接增加销量，扩大市场份额。

提问

Q1：How to collect feedback from customers？ 如何收集客户反馈？

A：The most common way of collecting customer feedback is using survey forms with a set of questions that are usually sent in emails.Making phone calls is also a pretty good idea，because if you truly want to understand someone，you have to talk to him or her.收集客户反馈的最常用的方法是通过电子邮件发送带有一系列问题的调查表。打电话也是个不错的主意，因为如果你真的想了解一个人，你必须和他（她）交谈。

Q2：How to improve product quality？ 如何提高产品质量？

A：The quality should match what customers need and require，so identifying customers’ needs and requirements is absolutely necessary.提供给客户的质量应符合客户的需要和要求。所以，识别客户的需求和要求是非常有必要的。

范例2　I’m sure that winning competition is almost every company’s goal，but it takes a lot of thought to achieve that.

First of all,reducing prices of new products or even existing products can help launch new product lines.It helps to purge old inventory,while promoting new products as better and more innovative.

Secondly,collecting feedback will make customers feel their opinions are being appreciated,so we will have more regular customers.

Finally,expanding into new markets can lead to faster and better growth,but be sure your company is ready for a new market first.

我相信赢得竞争几乎是每家公司的目标，但要实现这个目标需要思考很多。

首先，降低新产品甚至现有产品的价格有助于推出新的产品线。这有助于清除旧库存，同时推广更好、更有创意的新产品。

其次，收集反馈会让客户觉得自己的意见得到了赏识，这样我们就会有更多的老顾客。

最后，开拓新市场可以带来更快更好的经济增长，但先要确保你的公司已经为新市场做好了准备。

提问

Q1：How to expand into a new market？ 如何开拓新市场？

A：You need to define the target market.Then choose your entry mode，like buying or partnership.The next step is to work out if you have enough resources，including capital，inventory，etc.Developing a market entry plan is something you must do after that.Finally，you need to educate your team and introduce every member to the ins and outs of your target market.首先，你需要明确你的目标市场。然后选择你的进入模式，例如收购或合作。下一步是计算你是否有足够的资源，包括资金、库存等。制定市场进入方案是你之后必须做的事情。最后，你需要训练你的团队，向每个成员介绍你的目标市场的细节。

Q2：In your opinion，what are the benefits of business competition？ 在你看来，商业竞争的好处是什么？

A：I think a competitive market drives innovation，as each business strives to gain a competitive advantage.我认为竞争激烈的市场会推动创新，因为每个企业都在努力获得竞争优势。

亮点词汇(www.daowen.com)

survey form 调查表

product line 生产线

purge v.清除

ins and outs 细节

PART 3　公司竞赛

题目

A Company Competition

The business magazine you work for is running a company competition.You are asked to make recommendations about that.

Discuss and decide together:

·How to publicize this competition?

·How to select the winner?

公司竞赛

你所工作的商业杂志社要举办一场公司竞赛。你需要对此提出建议。

一起讨论并决定：

·如何宣传这次竞赛？

·如何选出优胜者？

思路点拨

话题1：

话题2：

回答范例

A:I’m really excited to hear that our company is running a company competition.

B:I know.That sounds fun.Do you have any ideas of how to prepare it,any recommendations?

A:I think publicity through different media such as television,radio and the Internet,seems effective.

B:I agree.What about providing the winner with extraordinary awards and the participants with normal awards? That sounds tempting to me.

A:I second that.We can also seek for more renowned sponsors to be the title sponsors.Their names definitely can help to promote the competition.But how are we going to select the winner?

B:I think we can invite the magazine’s readers to vote for the company they prefer.Their opinions truly matter.

A:OK.How about specialists? We can let them give professional advice to the competitors and grade them according to their performance.

B:I don’t think we can afford them,but it’s not a bad idea.Let the competitors give appraisals to each other,what do you say?

A:That’s probably the easiest way.I like it.

A：听说我们公司要举办一场公司竞赛，我真的很兴奋。

B：我知道。那听起来很有趣。你对筹办竞赛有什么建议吗？

A：我觉得通过不同的媒体进行宣传似乎会很有效，比如电视、广播和互联网。

B：我同意。给优胜者颁发特别奖，给参与者颁发普通奖怎么样？这听起来很吸引我。

A：我同意。我们也可以寻找更知名的赞助商，让他们成为冠名赞助商。他们的名字肯定有助于推广这场竞赛。但我们要怎么选出优胜者呢？

B：我想我们可以邀请杂志的读者投票选出他们喜欢的公司。他们的意见真的很重要。

A：好的。那专家呢？我们可以让他们为参赛选手提供专业意见，并根据选手的表现进行评分。

B：我觉得我们请不起，但这主意不错。让竞争对手互相评价，你觉得如何？

A：这可能是最简单的方法了。我喜欢。

提问

·What benefits can the company get from the competition？ 公司能从竞赛中获得什么好处？

It can benefit the company greatly.Not only can it increase the reputation of the company，but it also can boost staff’s morale，creating a better atmosphere.它可以给公司带来很大的好处，不仅可以提高公司的声誉，而且可以鼓舞员工的士气，从而创造更好的氛围。

·Is it good for consumers to run this competition？ 消费者参与这种竞赛有好处吗？

Yes.They can be the judges，determining who should be the winner.It is very objective and fair.At the same time，it is easy for the company to renovate and reorganize itself.有好处。他们可以做裁判，决定谁应该是优胜者。这样做既客观公正，同时便于公司自身的革新和整顿。

亮点词汇

extraordinary adj.非凡的

renowned adj.著名的

judge n.评判员

拓展例句

Competition is actually a vital component of doing business that forces you to innovate and stay on top of current trends and tactics.

竞争实际上是做生意的一个重要组成部分，它迫使你创新，并保持在当前趋势和策略的顶尖位置。

词汇点睛　tactic n.策略

商务背景知识扩展

What Is Business Competition?

Business competition is the race or rivalry among business competitors that are competing in the same niche.The purpose of competing with one another is to increase the revenue of the business by increasing the sales and market share.If you’re in the business market,then you should be familiar with the strengths and weaknesses of your own business,and with your competitors as well.

Business competition always exists in the business market; you won’t find any field of business where there isn’t any competition.However,some fields are less competitive than others,but business competition in the market is always there.

·Types of Business Competition

When we talk about business competition,the next question coming to our mind is what type of competition.There are usually three types of competition which are as follows:

(1) Direct Competition

(2) Indirect Competition

(3) Replacement Competition

什么是商业竞争？

商业竞争是在同一缝隙市场竞争的商业竞争者之间的竞赛或竞争。相互竞争的目的是通过增加销售额和市场份额来增加企业的收入。如果你是在商业市场上，那么你应该熟悉自己公司的优势和劣势，也要熟悉竞争对手。

商业竞争总是存在于商业市场中，你不会发现任何一个没有任何竞争的商业领域。然而，有些领域竞争较弱，而另一些领域竞争较强，但市场上的商业竞争总是存在的。

·商业竞争的类型

当我们谈到商业竞争时，我们想到的下一个问题是什么样的竞争。通常有三种类型的竞争，如下所示：

（1）直接竞争型

（2）间接竞争型

（3）替代品竞争型