物流英语(第二篇第二单元)

1、Unit TwoBrochures and Publicity Materials Pre-reading questions: 1. What are the contents of logistics brochures? 2. What is the primary business of logistics companies?What is a brochure? The brochure is one of the best ways to present your company. There are tri-fold brochures used to advertise a

2、new product or service that your company offers, or there are bi-fold folders that are used to present your company projects outside or inside it. There are different brochure types, and every type has a different way to be designed. The criterion adopted to design a bi-fold brochure to present your

3、 company projects for internal use would be different from the one for external use. A well designed brochure is the best way to introduce your company to your potential 简章是什么？简章是什么？简章是展示您的公司最好的方式之一。有三栏式小册子，用来给新产品或服务做广告，或有双折文件夹用以对内对外呈现公司项目。有不同的简章类型，每种类型都有不同的设计方式。供内部使用的公司项目双折简章标准与供外部使用的不同。一个设计良好的简章是向

4、潜在客户介绍公司的最好方法。The functions of a brochure Informative function Advertising function Identification function These three functions should have an interaction. 简章的功能简章的功能信息功能： 简章通常用来告知公司的潜在客户。信息与公司演示文稿、 新产品、服务或最近更改的公司名称等相关。广告功能：简章作为一个广告工具确实很重要，能推荐一种或更多产品或服务。识别功能: 好的设计让公司所有的简章保持一个同样的标准。如果这种标准(有时称为概念)在所

5、有简章类型方面是统一的，它将使你的公司自动被认可。它将树立你公司的威信和可信度。公司简章不仅要有一“概念”，还要有一个标识： 一个设计良好的标识对于任何公司都很重要，是开始广告宣传的第一个步。 简章的功能简章的功能 这三种功能应该有互动。简章是互动的成果，否则就是无效的。也许其中一种功能比其他强，但是这不影响简章设计。例如，公司推出一种新产品并且决定设计简章，广告将是简章突出的功能，即使这本小册子有关于产品的信息并同时介绍公司。 但是如果公司向另一个公司的执行官介绍项目，简章中第一眼看到的是识别功能，这能使人感到安全和有威信。而广告和信息功能则是其次。How to write the broc

6、hure of your company? The brochure is very important when we talk about your corporate image. You have to discuss with your design company what would be the best brochure format to choose, since that choice is decisive if you want your company to be identified in an efficient way. An advertising bro

7、chure could be colorful and have big typography, but those characteristics arent the right ones for a project presentation, since that project could have a simple, austere and formal brochure design. Morphologically its not the same presenting a project with a tri-fold brochure than with folder with

8、 inserts. Maybe both options are right, but you have to decide which one will be more convenient and if it will maximize your benefits. 如何写公司简章如何写公司简章当谈论企业形象时，简章是十分重要的。你必须与你的设计公司讨论选择最佳的模式。这个选择对于有效辨别公司起着决定性作用。一本广告简章可以色彩丰富并且有大的印刷版面，但这些都不是适合项目介绍的特色。项目介绍可以用简约正式的设计。从形态上讲，用三折简章介绍项目和用。也许两个选择都是正确的，但是你必须决定哪个

9、更便于取得利益最大化。How to write the brochure of your company? In a few words, to plan your company brochure you have to: 1. Think about your brochure objective and function. 2. Stand out one of its functions, like informative, advertising or identification functions. 3. Check if those functions are in the b

10、rochure, even though one stands out and the others dont. 4. Choose the right brochure format based on its objective. 如何写公司简章如何写公司简章简而言之，计划公司简章需要：1. 考虑简章宗旨和作用。2. 突出功能之一，如信息，广告或者辨别功能。 3. 核实简章的功能，即使只是突出一个功能。4. 根据目标选择合适的简章模式。 (一一) Kenya Shipping Kenya shipping was found in Shenzhen and has been involved

11、 in international container freight forwarding business for almost 20 years. Our business covers import and export container FCL and LCL transportation and agency door-to-door pick up and delivery, land haulage, warehousing and consolidation, customs clearance, quarantine services, documentation and

12、 communication. Most of our outbound cargoes are loaded in Shenzhen Port. Destinations cover most of the major container ports in the world, as well as China costal destinations. Our main clients are buyers of toys and electronic products which are exported from China to Europe, US west coast and Mi

13、ddle East. In 2002 Kenya Shipping handled over 5,000 TEUs of outbound cargo. (一一) 肯尼亚船运肯尼亚船运 肯尼亚船运设立在深圳，从事国际集装箱货运代理业务已将近20年。 业务涵盖了集装箱进出口（整箱和拼箱）运输及上门收货及交货代理，内陆托运，仓储和巩固，报关，检疫服务，文件和通讯。 我们大多数的出境货物都在深圳口岸装载。 目的地覆盖大部分的主要集装箱港口,以及中国沿海地区。 我们的主要客户是欧洲、美国西海岸以及中东地区玩具和电子产品的买家。 2002年肯尼亚船运处理了逾5000标准箱的出境货物运输。 (一一) Ke

14、nya Shipping Kenya has developed partnership with major liners operating in the Far East such as Hapag-Lloyd, MOSK, APL, Maersk, Hyundai, OOCL, P&O, China Shipping, Hanjin, Evergreen, CMA, MSC. For westbound cargo we use the service of Hapag-Lloyd, MOSK and China Shipping. For eastbound cargo we emp

15、loy the service of Hyundai and Mearsk. In the meantime an agency network for our company has been set up in major destinations of the (一一) 肯尼亚船运肯尼亚船运 肯尼亚船运已与中东主要的货轮发展了合作关系，比如，Hapag Lloyd ， MOSK，APL，Maersk，Hyundai，OOCL，P&O，中国航运，Hanjin，Evergreen，CMA 和MSC。西行的货物我们使用Hapag Lloyd，MOSK和中国航运的服务。东行的货物我们使用Hyun

16、dai和Mearsk的服务。在此期间在世界的主要的目的地建立公司的机构网络。Hapag Lloyd 赫伯罗特航运公司（德国）MOSK 大阪商船三井船舶株式会社APL 美国总统轮船公司 AMERICAN PRESIDENT LINESMaersk 马士基物流公司Hyundai 现代商船株式会社HYUNDAI Merchant Marine ltd.OOCL 东方海外物流有限公司 （OOCL Logistics）P&O 铁行渣华（Royal P&O Nedlloyd）China Shipping 中海船公司Hanjin 韩进海运 Hanjin Shipping ltd. Evergreen 长荣海

17、运股份有限公司 Evergreen Marine Corp. Ltd.CMA 法国达飞轮船有限公司CMA CGM SHIPPING CO.,LTD.MSC 地中海航运 MEDITERRANEAN SHIPPING COMPANY LIMITED（二）（二）Zhejiang Trading Company Zhejiang Trading Company is an import/export enterprise established with the approval of P.R.C. Foreign Trade Cooperation Ministry. It was founded

18、in June 1982, with a registered capital of nine million Yuan. SCOPE OF BUSINESS 1. Import and export of cereals, oils, and foodstuffs, (including canned food, frozen food, aquatic products, livestock &poultry, meat/egg products, animal feed, fresh/dried fruit & vegetables, rice/wheat products, condi

19、ments, sweets &biscuits, drinks & wine); 2. Export of textile, light industrial products, metals & minerals; 3. Import of machinery equipment, instruments & apparatus, chemical commodities etc.; 4. Processing with materials or samples supplied by clients assembling with components supplied; 5. Barte

20、r trade and compensation trade; 6. Commission sales, exclusive sales and consignment sales; 7. Entrepot trade and bonded warehousing of import/export goods; 8. Cargo agency for sea, land, air import/export, including customs clearance, inspectionetc.; 9. Consultative service on foreign economy and t

21、rade. The Company seeks to further develop economic cooperation and trade with friends and clients at home and abroad for mutual benefits.Legal Representative: Mr. Yang MingAddress: Guangzhou Trade Building Gongye Road Guangzhou 510250 P.R. China Telephone: (020)88333333Fax: (020)(二二)浙江贸易公司浙江贸易公司 浙江

22、贸易公司是中国对外贸易合作部批准设立的进口/出口企业。它始建于1982年6月，注册资本9百万元人民币。 业务范围： 1. 进出口谷物，油料，和食品（包括罐头食品，冷冻食品，水产品，牲畜及家禽，肉类/蛋制品，动物饲料，新鲜/干果及蔬菜，水稻/小麦制品，调味品，糖果饼干，饮料和酒等） ;2. 出口纺织，轻工产品，金属，矿产;3. 进口机械设备，仪器及设备，化工商品.等; 4. 由客户提供材料或样品的加工装配;(二二)浙江贸易公司浙江贸易公司 5. 易货贸易和补偿贸易;6. 委托销售，独家销售和代销;7. 转口贸易和进口/出口货物保税仓储; 8. 海，陆，空运进口/出口，包括报关，检验. .等;9.

23、 对外经济贸易咨询服务。 公司本着互惠互利的原则寻求与发展国内外朋友及客商经济合作和贸易。法人代表：杨明先生 地址：中国广州工业路广州贸易大厦 邮编：510250 电话：(020)88333333 传真：(020)Complete the tasks1. Put the following into Chinese: Zhejiang Fluent-way(Zhongdao) Logistics Co., Ltd. was founded in 2003. The company is headquartered in Yiwu, the International Trade City. A

24、pproved by the Ministry of Commerce, Fluent-way is granted A Class Forwarder License and we are authorized to handle international forwarding traffic and all other shipping related business. We are also a logistics company with well-rounded local software and hardware facilities; so far, it is also

25、the only logistics company in Yiwu with a wholly owned Canadian subsidiary. We are specialized in providing International ocean shipping, land transportation, air express forwarding service for import/export cargos, and domestic goods warehousing, distribution, draying services. Since the establishm

26、ent of the company, its diligent staffs has been putting great efforts in work and practicing the concept of more safety, more professional and more attentively” in service, as well 浙江中道物流有限公司成立于2003年。该公司总部设在国际商贸城市-义乌。经商务部批准，中道物流被授予“A”级货代执照，并授权处理国际货运交通和所有其他航运相关业务。我们是一家本土软硬件设备全面的物流公司，到目前为止，它也是义乌唯一一家拥

27、有加拿大全资附属机构的物流公司。我们专业提供进出口货物的国际海运，陆运，空运服务以及国内货物的仓储，配送， 大车运输服务。 自公司成立以来，公司员工辛勤工作，努力实践“更安全，更专业，更用心”的服务理念。Complete the tasks 2. Translate the following terms into Chinese: (1) FCL (2) IATA (3) Customs clearance (4) NVOCC (5) EDI (6) destination (7) terminal (8) TEU (9) barcode scanning (10) agency (1) 整

28、箱货 (2) 国际航空运输协会 (3) 报关 (4) 无船承运人 (5) 电子数据交换 (6) 目的地 (7) 码头 (8) 标准箱 (9) 条形码扫描 (10) 代理网络Complete the tasks3. Translate the following sentences into English:(1) 义乌位于中国浙江中部，人口约为一百万。(2) 义乌以小商品集散中心而驰名国内外。(3) 我们公司是个乡镇企业，经营多种业务，包括。(4) 我们公司经营石材、建材、五金、办公设备、食品等。(5) 我们公司拥有成套先进设施，员工经验丰富。(6) 我们拥有金融、法律、信息、管理等方面的优秀专业人才。(7) 我们公司以雄厚的加工实力著称。(8) 我们公司技术实力雄厚，新产品开发能力强。(9) 经过多年的努力，浙江贸易公司现在已逐步发展成为具有统一规范化管理机制与操作程序的现代化企业。(10) 本着“用户至上、热诚服务”的经营理念，我们公司将继续为广大客户提供搞经济、快捷和高效的服务。 (1) Yiwu City is located in central Zhejiang, Peoples Republic of China and has a popul