姓 名：凌蝶、陈雪娇、吴恬婧、 章芳芳

班 级： 英语1101

任课教师： 俞晓霞

完成日期：

湖州职业技术学院 商务贸易分院

2012—2013 学年 第二学期

一、作业内容

商务报告的翻译

将一则扩业计划书的过程报告进行英译。

二、作业要求 作业准备要求：掌握各类商务报告中的常见词汇、语句和段落；商务报告的构成和翻译技巧。 作业完成形式：小组讨论合作完成 成果形式： 扩业计划书过程报告的英译稿 作业过程要求：

步骤一：教师提供一则扩业计划书的过程报告（业务分析、客户资料、目标客户群、SWOT分析、行动计划），学生分组讨论分析其构成。 步骤二：小组讨论分工合作完成翻译。 评价标准：

? 内容忠实度（讲求客观、忠于事实）

? 结构完整度（语篇完整、布局合理）

? 语言通顺度（风格自然、通顺流畅）

Process Report 1——Analysis of the Business

The current state of the business

University Books, a privately owned, on-campus bookshop at the University of International Business, manly carries textbook, reference books, and various bestsellers for students, instructors and staff, and local residents. It is located next to the largest cafeteria, the center of the campus, and attracts a large number of customers.

However, the bookshop only occupies an area of 50 square meters, in which two thirds is the shopping area and one third the storage room. This is hindering the shop from expanding its services. The management planned to offer a wider range of services, but the tight space has constrained such plans.

It is time to expand the bookshop before it is too late.

Current business analysis

The main business of the bookshop now is selling teaching-related books covering management, finance, accounting, economics, international trade, law, computer science, foreign language, etc. It also carries books for entertainment and about current issues. It usually has a stock of 20,000 books, which increases when a semester starts and decreases by the end of an academic year. The textbooks assigned by instructors, dictionaries, books on various examinations, and those on current issues—China’s accession to the WTO, the terrorist attacks on the United States, fashion trends, or stock market analyses—always enjoy a high turnover rate.

The shop also takes orders from the customers who cannot find the books they need in the shop.

Financial performance

The financial performance has improved a great deal since the bookshop opened. The revenue in 2000, at 80,000 yuan, increased by 20% over the 1999 level of 66,000 yuan. Profits rose by 30%, while costs declined by 10%, thanks to the effective cost-cutting measures initiated at the beginning of 2000. The inventory turnover ratio has reached ten times and the profit margin on sales six percent, well above the average of eight times and five percent respectively.

The shop was granted a loan of 100,000 yuan for starting the business. As of October 30, 2001, half of the loan has been paid back, one year ahead of the schedule due to the increased enrollment during the past two years. The shop will have paid off the debt by the end of 2002 based on the current case flow.

Process Report 2——Customer Profile

Customer complaints and unsatisfied requests

Due to lack of space, the shop is unable to increase its stock, or hire more employees to expand services. Therefore, customers often express their dissatisfaction. Their main complaints are as follows:

---- The bookshop is too small. They often have to squeeze into it to find the books they need, let alone enjoy browsing in a leisurely way.

---- It is too close to the cafeteria. It is noisy and smelly during meal times.

---- The air in the shop gets very stuffy. They cannot stay long in the shop.

---- They have to go out of campus to get things that could be provided in the bookshop. Such as phone cards, stationery, etc.

---- The bookshop lacks the atmosphere that a bookshop should have.

---- The shop is often asked if they stock University-branded items such as T-shirts, calendars, postcards, etc.

---- Many customers say they wish that the shop could offer a photocopying service.

Customer profiles

The majority of the customers of the bookshop are students:

---- Undergraduates, who account for eighty percent of the student population.

---- Full-time graduate students is growing much faster than that of undergraduates, because more and more job vacancies are only open to candidates with a master’s degree

---- Part-time graduate students, who only come to school on weekends.

---- Trainees, who come to school to attend intensive training programs on a specific subject.

---- Foreign students, who are either studying for a college degree, or to improve their Chinese.

Non-student customers include:

---- Instructors, staff, and retirees of the University.

---- Residents living near the University.

Process Report 3——Focus Groups

To get a clearer idea of the views and opinion of customers, three focus groups were organized. The focus groups were as follows:

---- 10 undergraduates students

---- 8 graduate students

---- 8 university staff

It was felt that each of these categories of customer might have different expectation, views and needs, so separate focus groups would be desirable. Separate focus groups of men and women were not used as it was felt that there would be no significant differences of opinion between them in a university context.

A basic list of questions was prepared, but the discussions with each focus group were allowed to be free and open.

Questions

---- How often do you visit the bookshop?

---- How do you feel each time you visit the shop?

---- Do you usually find the books you need?

---- What do you do when you can’t find the book you are looking for?

---- What kinds of books are not available now, but which you or your friends would like to read?

---- What do you think of the prices the bookshop offers?

---- What additional services would you like to see if the bookshop could expand its services?

---- What most often disappoints you when you come to the shop?

---- What do you think of the business hours at present?

---- Do you think the shop assistants are helpful?

---- How do you expect the bookshop to be remodeled when it reopens?

The responses to the questions were positive and constructive for the expansion project.

Process Report 4——SWOT Analysis

Strengths

---- The management of UIB Books is given the exclusive right to run an on-campus bookshop.

---- The bookshop serves the students who need textbooks and reference books for their study.

---- The bookshop has extensive contact with the instructors, who provide information on the books needed.

---- The bookshop purchases directly from publishers, so it can offer larger discounts to the customers than the publisher’s outlet.

---- The rent of the shop is low. This allows the bookshop to lower prices.

Weaknesses

----The narrow space constrains the shop from increasing stock and from offering more services. Customers often do not have much choice when choosing books.

---- It is impossible to expand the bookshop at the present location, because the rooms around are all being occupied by the cafeteria that refuses to give any up.

---- The University did not have a plan to build a bookshop in the first place. Therefore, it is difficult to find an ideal site for the new shop. It may end up in some building far from the center of the campus.

---- The manager, who used to work in another field, lacks experience of running a bookshop.

Opportunities

---- There are five universities in this area, but there is no decent bookshop around. ---- The number of students at the University is growing rapidly due to the fact that the Chinese government is encouraging Chinese universities to enlarge their enrollment to satisfy the Chinese people’s demand for higher education.

---- China will soon join the WTO and need qualified personnel to deal with the relevant issues as China becomes more integrated into the world community. The University has excellent programs to train such candidates.

---- Students are taking various examinations to fulfill their personal goals, such TOEFL, GRE, GMAT, IELTS, LCCI, BEC, or examinations for CPA or lawyer qualifications. Those who plan to take the examination need books to prepare for it. ---- Students need a used-book exchange center. There is no place on campus for trading used books.

---- The University needs an agency to develop and sell souvenirs of the University. ---- It is difficult to find a place to make photocopies or print a document from a computer disk, especially in the evenings.

Threats

---- the outlet of the university publisher is located outside the campus. It handles the textbook orders that the Academic Affairs Department collects from the students.

---- The national newspaper, whose offices are across the street from the University, is considering transforming the fast food restaurant that occupies one of its building along the street into a decent bookshop.

---- Book prices are rising rapidly. This encourages people to borrow books rather than to buy them.

---- On-line bookshops that offer discount books are attracting more and more customers.

过程报告1——业务分析

当前的业务状态

大学的书，是私有的。在国际商业大学校园书店里，主要有教科书，参考书，并为学生、教师、工作人员和当地居民畅销各种各样的书，它位于最大的自助餐厅附近，处于校园的中心，吸引了大量的顾客。

然而，书店只占地50平方米，其中三分之二是购物区和三分之一个储藏室。这是阻碍其扩大服务的原因。管理人员计划提供一个广泛的服务，但这样的计划受到了空间有限的限制。 在为时太晚之前，现在是时候扩大书店了。

目前的业务分析

书店的主要业务是销售教学相关的书籍管理学、财务学、会计学、经济学、国际贸易、法律、计算机科学、外语等，并提供有关娱乐和现实问题的书。它通常有20000本书的存货，一个学期开始的时候增加、一个学年结束的时候减少。教科书根据教师、词典、各种考试的书、

和那些当前的问题来编制。比如中国加入WTO、美国的恐怖袭击、流行趋势或股票市场分析----一直享有很高的周转率。

本店还满足一些无法在店里找到他们所需要的书的顾客。

财务绩效

自从书店开业以来，财务绩效有很大的改进。在20xx年的收入达到了80000元，在19xx年66000元的基础上增长了20%。多亏了20xx年初开始的措施——有效削减成本，使得利润增长了30%，成本下降了10%。存货周转率已经达到了十倍，销售利润率百分之六，分别远远高于平均水平的八倍和百分之五。

商店获准开业贷款100000元。截至20xx年10月30日，贷款的一半已经还清，由于过去两年扩招将提前一年还清。根据目前的情况，该店将于20xx年底偿清债务。

过程报告2——客户资料

顾客的投诉和不满的请求

由于缺乏空间，商店无法增加其存货，或雇佣更多的员工来扩大服务。因此，客户往往会表达他们自己的不满。他们的主要抱怨如下：

----书店太小。他们经常不得不挤进去寻找他们需要的书，独自悠闲的随处看看。 ----它太靠近餐厅。到吃饭时间，充满噪音和气味。

----书店的空气很闷。他们不能在商店里呆很久。

----他们从校外得到的东西，书店也提供。如电话卡，文具等等。

----书店缺乏书店本该有的气氛。

----店里经常问他们大学品牌项目是否有提供，如T恤衫、日历、明信片等。

----许多消费者说他们希望商店可以提供影印服务。

客户档案

书店的顾客大多是学生：

----本科生占百分之八十。

----全日制研究生的增长比本科生要快得多，因为越来越多的职位空缺，只开放给硕士学位的报考者

----兼职研究生，他们只能在周末去上学。

----接受训练的人来学校参加一个特定主题的强化培训项目。

----外国学生，他们既要为了大学学位学习，又要提高他们的汉语。

非学生的客户包括：

----教师，员工和大学里的退休人员，。

----大学附近的居民。

过程报告3——目标客户群

得到一个清晰的概念----客户的观点和意见，由三个目标客户群组织。目标客户群如下：

---- 10本科生

---- 8个研究生

---- 8大学的员工

有人认为每一类客户可能有不同的期望、意见和需求，因此独立的目标客户群是可取的。在一所大学的范围内，男性和女性的目标客户群的独立不被认为他们之间有显著差异的意见。 准备了一个基本的问题列表，但每个目标客户群的讨论是允许自由开放。

问题

----你多久去一次书店？

----你每次去书店的感觉怎么样？

----你能找到你需要的书吗？

----当你找不到你要找的书的时候，你会怎么办？

----什么种类的书，现在用不到，但您或您的朋友想看吗？

----对书店提供的价格有什么看法？

----如果要扩大服务项目，增加什么额外的服务是您想看到的呢？

----当你去商店的时候，什么最经常让你失望？

----目前的营业时间您有什么看法？

----你认为店员有起到帮助的作用吗？

----当书店被改造的时候，你有怎样的指望呢？

对这些问题的反应是为了扩建项目的积极性和建设性。

过程报告4——SWOT分析

优势

---- UIB图书管理享有运行一个校园书店的独有权。

----书店提供给学生他们需要的课本和参考书。

----书店有广泛接触老师,他们提供信息需要的书。

----书店购买直接从出版商，因此它可以提供更大的折扣比出版商的出口给客户。 ----店铺的租金很低。这使得书店降低价格。

弱点

----狭窄的空间约束商店，增加股票和提供更多的服务。顾客在选择书的时候通常没有太多选择。

----它扩大书店目前的位置是不可能的，因为在所有的房间都被拒绝给予任何餐厅占用。 ----大学没有一个计划，首先要建立一个书店。因此，它是很难找到的新商店的理想场所。它可能会在一些建筑远离校园的中心。

----经理，曾在另一个领域工作，缺乏经营一个书店的经验。

机会

----在这个地区有五所大学，但没有像样的书店。

----大学的学生数量增长迅速，由于中国政府正鼓励中国高校扩招满足中国人民对高等教育的需求。

----中国即将加入WTO，需要合格的人员来应对中国日益融入世界社区的相关问题。这所大学有优秀的项目培训这些候选人。

----学生参加各种考试来实现自己的个人目标，如托福，GRE，GMAT，雅思，LCCI，BEC，或注册会计师或者律师资格考试。那些计划参加考试需要书的准备。

----学生需要一本旧书交流中心。校园里没有进行交易的二手书的地方。

----大学需要一个机构来开发和销售大学纪念品。

----它是很难找到一个地方做复印或打印一个文件从一台计算机的磁盘，尤其是晚上。

威胁

----大学出版社的出口位于校园。它处理教材的订单，收集来自学生的学术事务部。

----全国的报纸,他的办公室都是街对面的大学,正在考虑改变快餐餐厅,占有一个沿街的建筑成一个像样的书店。

----书价格快速上涨。这鼓励人们借书而不是买。

----在线书店提供图书折扣吸引了越来越多的客户。

成绩：

评语：

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