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Stay on Top – Export 当个佼佼者──经营出口业务

课文朗读

课文讲解

繁體中文譯本

The emergence of a global marketplace means the world is doing business around the clock. In this highly competitive environment, many companies are trying to increase their competitiveness by exporting. Penetrating a foreign market, however, is no easy undertaking. It takes time, money, and lots of hard work. But with some careful planning, even small companies can make it big in the international export arena.

全球市场的形成表示现在全世界的商业活动是廿四小时都在进行的。在高度竞争的环境里，各公司都在尝试藉由出口提高自己的竞争力。不过要打入国外市场并非易事。要钱、要时间、还要很多的努力。但只要小心计划，即使小公司也能在国际出口的竞技场中大显身手。

The first item of business for would-be exporters is to assess their export readiness. Does the company have a product or service unique to its target market? Are there sufficient resources to handle the extra volume generated by export demand? And, finally, is senior management committed to this business opportunity? These basic questions must be considered before a company begins exporting.

做个准出口商的第一件要务是先评估自己是否准备妥当。公司有没有针对目标市场的独特产品或服务？有没有足够资源来处理因出口需求而产生的额外数量？最后，资深经理人是不是对此商机全心投入？公司投入出口业务前必须先考虑这些基本问题。

The rewards of exporting are well worth the effort. Exporting allows companies to take advantage of economies of scale, which is only possible when a company’s product is moving in significant quantities. If fixed costs are covered by a company’s domestic operations, then profits will accrue even faster from exporting. Successful exporters not only benefit from increased revenues, they also become more competitive in their own backyards. Competing with the best in the world will ensure that your company stays on top.

做出口虽然辛苦，但是报酬很值得。因为出口能让公司以规模经济生产，而这只有产品的数量极大时才可能这样做。如果以公司的内销就能打平固定成本，那利润会因为出口而成长得更快速。卓越的出口商不仅利润收入增加，在国内的竞争力也愈强。持续与全球好手同台较劲，将能确保你的公司维持在一流水平。

Vocabulary

单词发音

emergence [ɪˋmɝdʒəns] n. 出现；浮现；露头

around the clock  整天整夜, 夜以继日

undertaking [͵ʌndɚˋtekɪŋ] n. 事业；企业；工作

make it big（美俚）成功，飞黄腾达  to become successful, especially financially

arena [əˋrinə] n. 舞台，竞技场

would-be [ˋwʊd͵bi] adj. 想要成为的

assess [əˋsɛs] v. 评估；评价；考查

readiness [ˋrɛdɪnɪs] n. 准备就绪

economy of scale  规模经济（透过扩大产量以降低单位产品的成本）

accrue [əˋkru] v.（透过自然增长）产生，形成

Sentence of the Day

The world can be your oyster.

这世界就是你的舞台。(你可以随心所欲; 想要甚么就能得到甚么)

the world is your oyster - used to tell someone that they can achieve whatever they want  

课文讲解

Steve and Amy meet at an exporting wine and cheese party:  史提夫和爱美在一场酒类起司外销大会上碰面：

A: Hi, Steve! How’s the kitchen appliance business?

嗨，史提夫，你做厨具的生意如何？

S: Couldn’t be better, Amy! Domestic sales are just booming.

好得很，爱美！内销畅旺得很呢。

A: Then why is your company thinking about exporting?

那你公司为什么还会想要外销？

S: Well, it’s not because we’re in any trouble. It’s just that we don’t know how long the domestic market will remain strong.

不是公司有困难，是因为不知道内销市场的荣景能维持多久。

A: So you don’t want to pull all your eggs in one basket, right?

所以你不想把所有的鸡蛋都放在同一个篮子里，对不对？

S: Right. Exporting allows us to diversify our markets and spread our risk. Besides, there’s a growing niche market of oversea Chinese that’s relatively untapped.

对，出口让我们得以分散市场并且摊平风险。此外，众多海外华人是很大的市场利基，而且相对地都未开发。

A: It sounds like you’ve really done your homework.

听起来你真的做了不少功课。

S: Well, they say that two-thirds of exporting is done at home.

可不是吗，人言道三分之二的出口是在家里做出来的。

A: Maybe that’s where our company went wrong. We began exporting because of slow domestic sales. I guess we were just trying to make a quick buck.

也许那就是我们公司的毛病所在。我们开始做外销是因为内销变差的关系，大概我们太急着想赚一笔。

S: It’s hard to make quick money through exporting, because it often takes years before you see any return on your investment.

做出口很难成为暴发户，因为你的投资得要好几年才能回收。

A: Also, I don’t think our management had clear expectation for this venture to begin with. But, of course, hindsight is 20-20.

而且，我不认为我们公司的管理阶层在开始这项投资时有明确的期待。但是，当然啦，后见之明向来是显而易见。

S: It sure is. And my eyes tell me that there’s cheese and crackers to be noshed.

是呀，而且我的眼睛告诉我那边有吉士和饼干可以吃。

A: Well then, let’s eat!

那么，我们去吃吧！

－by Howie Phung

Vocabulary

单词发音

appliance [əˋplaɪəns] n. 设备﹐工具

booming [ˋbumɪŋ] adj. 景气好的；大受欢迎的

diversify [daɪˋvɝsə͵faɪ] v.〔指某企业或国家的经济〕多元化; 从事多种经营

niche [nɪtʃ] n. 利基

untapped [ʌnˋtæpt] adj.〔资源﹑市场等〕未开发的; 未利用的

buck [bʌk] n.【美】【俚】元

hindsight [ˋhaɪnd͵saɪt] n. 事后的认识，事后聪明，后见之明

20-20 hindsight  事后诸葛亮 Perfect understanding of an event after it has happened; - a term usually used with sarcasm in response to criticism of one's decision, implying that the critic is unfairly judging the wisdom of the decision in light of information that was not available when the decision was made.

20-20 [ˋtwɛntɪˋtwɛntɪ] adj. 视力正常的（20/20）

cracker [ˋkrækɚ] n.（淡或咸的）薄脆饼干；【美】饼干

nosh [nɑʃ] v.【非正式】吃

Sentence of the Day

Be prepared.

凡是有准备。