《商务英语阅读（第3册）》课件Unit 6 Business Innovation

Unit6BusinessInnovationTextATextBExerciseCultureTourWarmingupWords&ExpressionsWarmingupWords&Expressionsramp…up:tomakesth.increaseinamount使…的数量增加Producerscanquicklyrampupproduction.生产商能够很快地提高产量。Words&ExpressionsWarmingupWords&Expressionsspringup:

appearordevelopquicklyand/orsuddenly迅速出现；突然兴起Fast-foodrestaurantsarespringingupallovertown.突然之间，镇上到处都是一家一家的快餐店。WarmingupWords&ExpressionsWords&Expressionsrollout:

toofficiallymakeanewproductavailableorstartanewpoliticalcampaign

正式推出（新产品）；开展（新的政治运动）ThenewmodelistoberolledoutinJuly.这种新型号将在七月份推向市场。WarmingupWords&ExpressionsWords&Expressionsoutsource

v.toarrangeforsb.outsideacompanytodoworkorprovidegoodsforthatcompany交外办理；外购Weoutsourceallourcomputingwork.我们把全部计算机技术工作包给外边去做。WarmingupWords&ExpressionsWords&Expressionsloom

v.toappearimportantorthreateningandlikelytohappensoon显得突出；逼近Aneconomiccrisisisloomingonthehorizon.经济危机正在逼近。WarmingupWords&ExpressionsWords&Expressionswherewithaln.

themoney,thingsorskillthatyouneedinordertobeabletodosth.（做某事的）所需资金，必要的设备，所需技术Someofthecompaniesillegallysentthewherewithalformakingchemicalweapons.有些公司非法为制造化学武器提供所需的资金和设备等。WarmingupWords&ExpressionsWords&Expressionsmonotonousadj.

Somethingthatismonotonousisveryboringbecauseithasaregular,repeatedpatternwhichneverchanges.单调的It’smonotonouswork,likemostfactoryjobs.与工厂大部分工作一样，这份工作也很单调乏味。WarmingupWords&ExpressionsWords&Expressionsretoolv.

tochangeorreplacethemachinesortoolsinafactory更换，重新装配（机器设备）Eachtimetheproductchanges,themachineshavetoberetooled.每次更换产品，就得重新装备机器。WarmingupWords&ExpressionsWords&Expressionsreplenishv.

tomakesth.fullagainbyreplacingwhathasbeenused补充；重新装满Theinsurancefundwillneedtobereplenished.保险基金将需要进行补充。WarmingupWords&ExpressionsWords&Expressionssimulatev.

tomakeorproducesomethingthatisnotrealbuthastheappearanceorfeelingofbeingreal模拟，模仿Interviewscanbesimulatedintheclassroom.在教室里可以模拟面试。WarmingupWords&ExpressionsWords&Expressionsarmyn.

alargenumberofpeopleorthings,especiallywhentheyareorganizedinsomewayorinvolvedinaparticularactivity大批；大群Armiesofshoppersarelookingforbargains.成群的购物者在寻找便宜货。WarmingupWords&ExpressionsWords&Expressionssyntheticadj.

artificial;madebycombiningchemicalsubstancesratherthanbeingproducednaturallybyplantsoranimals人造的；（人工）合成的Bootsmadefromsyntheticmaterialscanusuallybewashedinamachine.合成材料制成的靴子通常可以机洗。WarmingupWords&ExpressionsWords&Expressionscustomisev.

tomakeorchangesth.tosuittheneedsoftheowner订制，订做，改制（以满足顾主的需要）Youcancustomisethesoftwareinseveralways.你可用几种方法按需要编制这个软件。WarmingupWords&ExpressionsWords&Expressionsbespokeadj.

(ofaproduct产品)madespecially,accordingtotheneedsofanindividualcustomer订做的Inthebasementfifteenemployeesarebusymakingbespokecoats.在地下室里，15名员工正在忙着缝制定做的外套。WarmingupWords&ExpressionsWords&Expressionspenetratevt.

tostarttosellthingstoanareaorcountryortohaveaninfluencethere打进（某地区或国家的市场）FewU.S.companieshavesuccessfullypenetratedtheJapaneseelectronicsmarket.很少有美国公司成功地打入日本的电子产品市场。WarmingupWords&ExpressionsWords&Expressionsexploitvt.

tousesth.fullyandeffectively充分利用，发挥ThenewTVcompaniesarefullyexploitingthepotentialofsatellitetransmission.新创立的电视公司在充分利用卫星传输的潜力。WarmingupWords&ExpressionsWords&Expressionsanimatevt.

tomakesth.morelivelyorfullofenergy使具活力；使生气勃勃Laughteranimatedhisfaceforamoment.笑使他的面孔一时有了生气。WarmingupWords&ExpressionsWords&Expressionsoptimizevt.toimprovethewaythatsomethingisdoneorusedsothatitisaseffectiveaspossible使最优化，使尽可能完善，使尽量有效Theyneedtooptimizetheuseofavailableresources.他们需要充分利用可获得的资源。WarmingupWords&ExpressionsWords&Expressions

spin…off…:toformanewcompanyfrompartsofanexistingone从…脱离出来（组建新公司）Thetransportationoperationwillbespunoffintoaseparatecompany.运输部门将脱离出来组建为一家独立公司。WarmingupWords&ExpressionsWords&Expressionshubn.

thecentralandmostimportantpartofanarea,system,activityetc,whichalltheotherpartsareconnectedto（地域、系统、活动等的）中心，枢纽Asahuboffinanceandcommunications,ParisisnowalmostequaltoLondon.作为一个金融和交通中心，巴黎现在几乎可媲美伦敦。WarmingupWords&ExpressionsWords&Expressionsaccessv.tofindinformation,especiallyonacomputer取得，获取（尤指计算机数据）Userscanaccesstheirvoicemailremotely.用户可以远程获取语音邮件。WarmingupWords&ExpressionsWords&Expressionsdecentralizev.

togivesomeofthepowerofacentralgovernment,organization,etc.tosmallerpartsororganizationsaroundthecountry分散，下放（权力）；将…的权力下放Manyfirmsaredecentralizingtheiroperations.许多公司在分散经营。WarmingupWords&ExpressionsWords&Expressionsstart-upn.

acompanythatisjustbeginningtooperate,especiallyanInternetcompany刚成立的公司，新企业（尤指互联网公司）Fornowtheonlybrightspotsinthelabormarketaresmallbusinessesandhigh-techstart-ups.目前劳动力市场上唯一的亮点是小企业和新兴高科技公司。WarmingupWords&ExpressionsWords&Expressionscultivatevt.

toworkhardtodevelopaparticularskill,attitude,orquality培养，养成Thecompanyhasbeensuccessfulincultivatingaveryprofessionalimage.公司成功地树立了一个非常专业的形象。WarmingupWords&ExpressionsWords&Expressionscomplexn.

agroupofbuildings,oralargebuildingwithmanyparts,usedforaparticularpurpose综合楼群（由众多大楼或一座主楼和诸多辅楼组成）Thetownhasoneofthebestleisurecomplexesinthecountry.镇上拥有全国最好的休闲活动综合楼之一。WarmingupWords&ExpressionsWords&Expressionsabideby:toacceptandactaccordingtoalaw,anagreement,etc.遵守，遵循（法律、协议、协定等）You’llhavetoabidebytherulesoftheclub.你必须遵守俱乐部的规定。WarmingupWords&ExpressionsWords&Expressionsrecruitv.

tofindnewpeopletojoinacompany,anorganization,thearmedforces,etc.吸收（新成员）；征募（新兵）We’rehavingdifficultyrecruitingenoughqualifiedstaff.我们难以招聘到足够的合格职员。WarmingupWords&ExpressionsWarmingupQuestionsfordiscussion:1.Whatisbusinessinnovation?2.Howimportantisinnovationtoabusiness?3.Forabusiness,whatcanbedonetoencourageinnovation?WarmingupWords&ExpressionsTextA

TheNewManufacturingFootprint

StructurePara.MainIdeaPara.1-6Adidaspreparesahigh-techplanttobringproductionoftrainersbacktoGermany.Para.7-12Inacompetitiveandtrend-drivenmarket,bothAdidasandNiketakemeasurestomaketheirproductslookandperformdifferently.WarmingupWords&ExpressionsNotesBavaria:Afreestateandoneof16federalstatesofGermany.LocatedintheGermansoutheastwithanareaof70,548squarekilometers,BavariaisthelargestGermanstateandGermany’ssecondmostpopulousstate.Munich,Bavaria’scapitalandlargestcity,isthethirdlargestcityinGermany.巴伐利亚州WarmingupWords&ExpressionsNotesAnsbach:AcityintheGermanstateofBavaria.安斯巴赫WarmingupWords&ExpressionsNotes3Dprinting:Alsoknownasadditivemanufacturing(AM).Itreferstoprocessesusedtocreateathree-dimensionalobjectinwhichsuccessivelayersofmaterialareformedundercomputercontroltocreateanobject.Objectscanbeofalmostanyshapeorgeometryandareproducedusingdigitalmodeldatafroma3DmodeloranotherelectronicdatasourcesuchasanAdditiveManufacturingFile(AMF)file.3D打印WarmingupWords&ExpressionsNotesBiosteel:Anartificialsilkfibermadefromrecombinantlyproducedsilkproteins.ThesilktechnologyhasbeendevelopedbyAMSilkGmbH,aGermanindustrialbiotechnologycompany.Itisreportedly7-10timesasstrongassteelifcomparedforthesameweight,andcanstretchupto20timesitsunalteredsizewithoutlosingitsstrengthproperties.Italsohasveryhighresistancetoextremetemperatures,notlosinganyofitspropertieswithin-20to330degreesCelsius.Biosteel纤维（仿造天然丝线）WarmingupWords&ExpressionsNotesBeaverton:AcityinWashingtonCounty,intheU.S.stateofOregon.TheNikeCompanyisheadquarterednearthiscity.比佛顿WarmingupWords&ExpressionsExercisesI.ReadingComprehension1.WhichofthefollowingisNOTtrueabouttheSpeedfactories?A.TheAnsbachSpeedfactoryisbeingconstructedwithalocalfirmmanufacturingequipment.B.AnotherSpeedfactoryisbeingbuiltnearAtlanta.C.ProductionoftheSpeedfactorieswillincreaseto500,000pairsoftrainersayear.D.TheincreaseoflabormakesAdidasbuildtheSpeedfactories.WarmingupWords&ExpressionsExercises2.WhichofthefollowingcanbeinferredabouttheAdidas’snewproductionsystem?A.Somedetailsoftheproductionsystemhavebeenreleased.B.Themachinesusedinthissystemwillbehighlyefficient.C.Materialsusedtomakenewtrainersmustbeordered.D.Themachinesusedinthissystemcannotchangerapidlyfrommakingonethingtoanother,becausetheyhavetoreceiveinstructionsfromacomputer-designprogram.WarmingupWords&ExpressionsExercises3.WhichofthefollowingproceduresinmakingnewtrainerscannotbefinishedautomaticallyintheSpeedfactories?A.Finalshaping.B.Additivemanufacturing.C.Computerizedknitting.D.Roboticcutting.WarmingupWords&ExpressionsExercises4.“Adidas’sarchrivalNikewillnotjustsitonthetouchline.”(Para.12)Whatdoestheunderlinedpartmean?A.Sitonthesideoftheplayingfield.B.Lookonanddonothing.C.Takecountermeasures.D.Befacedwiththecompetition.WarmingupWords&ExpressionsExercises5.Accordingtothepassage,whichofthefollowingisTRUE?A.Trainer-makingindustryhasbeenfullyautomated.B.TwoSpeedfactorieshavebeenbuiltbyAdidas.C.Competitioninthesportsshoesmarketisbecomingincreasinglytough.D.Thetechniqueof3DprintingisonlyadoptedinAdidas’sSpeedfactories.WarmingupWords&ExpressionsExercisesII.A1-5:DBCCA 6-10:CABCBWarmingupWords&ExpressionsExercisesII.B1.tookshape 2.springingup 3.dueto 4.leavingbehind5.keepup

6.comingupwith7.workedup8.rollout 9.fashionedfrom10.builtupWarmingupWords&ExpressionsExercisesIII.1-5:BDABC 6-10:DACBAWarmingupWords&ExpressionsExercisesIV.Translation1.Bybringingproductionhome,thisfactoryisouttoreinventanindustry.这家工厂通过将生产线引入国内，正试图重塑这个行业。WarmingupWords&ExpressionsExercises2.Thenumbersaretinyforacompanythatmakessome300mpairsofsportsshoeseachyear.YetAdidasisconvincedtheSpeedfactorywillhelpittotransformthewaytrainersarecreated.对于每年生产约3亿双运动鞋的公司来说，这些数字很小。然而阿迪达斯确信，Speedfactory将有助于改变运动鞋的生产方式。WarmingupWords&ExpressionsExercises3.Peoplewantfashionableshoesimmediately,butthesupplychainstrugglestokeepup.人们想立刻买到时尚的鞋子，但供应链勉强能满足需求。WarmingupWords&ExpressionsExercises4.Thedesignprocessitselfisincreasinglydonedigitally.Thetrainersarenotjuststyledonacomputerscreenbutcanalsobetestedbythecomputerforthingslikefitandperformance.设计过程本身日益数字化。运动鞋不仅在计算机屏幕上进行设计，还可以通过计算机测试适合度及性能等。WarmingupWords&ExpressionsExercises5.Insuchacompetitiveandtrend-drivenmarket,onethingiscertain:Adidas’sarchrivalNikewillnotjustsitonthetouchline.在这样一个竞争激烈、时尚驱动的市场中，有一点是确定的：阿迪达斯的主要竞争对手耐克也不会坐以待毙。WarmingupWords&ExpressionsExercisesV.EssayQuestions1.Howaretrainersproducedcurrently?Atpresent,theyaremademostlybyhand,withpeopleassemblingcomponentsorshaping,bondingandsewingmaterials.WarmingupWords&ExpressionsExercises2.WhatisAdidas’smotivationforbuildingtheSpeedfactories?Thecostofmanualworkisrising.Besides,theslowsupplyoffashionableshoesmakesitdifficulttomeettheneedsofthecustomers.WarmingupWords&ExpressionsExercises3.WhatarethemainadvantagesoftheSpeedfactories?Thedesignprocessisincreasinglydonedigitally,andtheproductionsystemisextremelyfastandhighlyflexiblesothatthesupplychainisshortened.WarmingupWords&ExpressionsExercises4.WillAdidas’sSpeedfactoriesreplacetheAsianfactories?Whyorwhynot?No.BecausenoteveryjobintheSpeedfactorywillbeautomated.Robotscanbeslowerandlesspreciseatsometasks,suchasthefinalshapingofashoe.SpeedfactorieswillcomplementtheAsianfactoriesinsteadofreplacingthem.WarmingupWords&ExpressionsExercises5.WhatarethemeasuresNikehastakeninresponsetotheintensecompetitionfromthemarket?NikehasadpotedaformofcomputerizedknittingtomaketheupperpartsofarangeoftrainerscalledFlyknit,setupanAdvancedProductCreationCentretoexploreotherautomatedproductionmethods,andemployedthesetechniquestoproducecustomisedshoesforsometopathletes.WarmingupWords&ExpressionsTextB

OrganizingYourBusinessforInnovation:LessonsfromAlibaba

Para.MainIdeaPara.1-3Alibabahasadoptedanewtypeofcorporateorganization,movingawayfromthetraditionalhierarchicaltree-likestructuretoanetwork-basedone.Para.4-6Afteryearsofdevelopment,Alibabahasgrownintoanextensiveecosystem.StructurePara.MainIdeaPara.7-11Therearequitealotofsynergiesamongthesub-companiesinAlibaba.Words&ExpressionsNotesIPO:initialpublicoffering(theactofsellingsharesinacompanyforthefirsttime)（公司股票的）首次公开发行，上市WarmingupWords&ExpressionsNotesCarrefour:AFrenchretailerheadquarteredinBoulogneBillancourt,France.Itisoneofthelargesthypermarketchainsintheworld(withcloseto1,600hypermarketsattheendof2015).Carrefouroperatesinmorethan30countries,inEurope,theAmericas,AsiaandAfrica.Carrefourmeans“crossroads”and“publicsquare”inFrench.家乐福WarmingupWords&ExpressionsNotessynergy:Thecreationofawholethatisgreaterthanthesimplesumofitsparts.Ifusedinabusinessapplication,synergymeansthatteamworkwillproduceanoverallbetterresultthanifeachpersonwithinthegroupwereworkingtowardthesamegoalindividually.协同效应WarmingupWords&ExpressionsNotesdisruptionrisks:Themajordisruptionscausedbynaturalandman-madedisasterssuchasearthquakes,floods,hurricanes,terroristattacks,andeconomiccrisessuchascurrencyevaluationorstrikesinthecontextofsupplychain.Inotherareastheyaremainlyknownascatastrophicrisk.中断风险WarmingupWords&ExpressionsExercisesI.Essayquestions1.WhatdoestheAlibabaecosystemconsistof?Taobao,Alipay,Tmall,Aliwangwang,Alimama,Alicloud,Juhuasuan,Alitrip,Youku,Weibo,KoubeiandDidiKuaidi.WarmingupWords&ExpressionsExercises2.HowareAlibaba’sservicesconnectedtooneanother?AllofAlibaba’sservicesareheavilyinterlinkedwithAlipay,thee-paymentapp.WarmingupWords&ExpressionsExercises3.Foracompany,whatarethestrengthsoflinkingservicestogether?Linkingservicestogetherenablesanincreaseinthenumberofusersofitsservices,thereforemakingthethresholdeasiertoreachforanynewlyaddedservice.WarmingupWords&ExpressionsExercises4.HowaresynergiesreflectedintheecosystemofAlibaba?Synergiescanbefoundinthetotalnumberofreachableusersandinthedatacollectedonthem.Alibabareliesonadecentralizednetworkofcompaniesthatneedtohavemuchmorefreedomintheiroperations,andthesecompaniesneedtobuildtheirownmarketknowledgebythemselves,oftendependingontighteruserfeedbackandquicklyreactingtoanynovelty.WarmingupWords&ExpressionsExercises5.WhatcantheotherbigcompanieslearnfromAlibaba’secosystem?Anewtypeofcorporateorganization.Thatis,coordinatingalargeecosystemofsub-companiesthatindividuallycontrolaspecificserviceandcollectivelycontrolawholecustomerexperience.WarmingupWords&ExpressionsExercisesII.ReadingComprehension1.WhichofthefollowingisNOTTRUEaboutAlibaba?A.AlibabacanberegardedasacombinationofeBayandAmazon.B.AlipayisatthecenterofalltheAlibaba’sservices.C.Alibaba’ssub-companiesdon’thavemuchfreedomintheiroperations,astheyhavetoconformtoaseriesofrulesthatAlibabahaslaiddown.D.Alibabahasadoptedanewmodeofcorporateorganizationinwhichitssub-companiesprovi