2020年商务英语高级口试材料：建立公司网站

　　PART ONE: INTERVIEW

　　(1) Do you often go on-line? (Why?/Why not?)

　　你经常上网吗?(为什么?)

　　Yes, I use the internet to get information. With the help of search engines such as Google, I can get the information I want within minutes that previously would have involved time—consuming research and sometime even travel.

　　(2) Do you think there is any disadvantage about E-mail? (Why?/Why not?)

　　你认为使用电子邮箱存在什么弊端吗?(为什么?)

　　Yes. E-mail is simple and improves the lives of all of us, but like written notices, it is extremely weak at conveying and developing understanding.

　　(3) Do you think web presence important for a company? (Why?/Why not?)

　　你觉得公司在网络世界中占有一席之地重要吗?(为什么?)

　　Sure. Web presence is an indication of a company’s technical strength and a good sense of keeping with the times. In this digital era, a website is not a luxury but rather a necessity for identity and positioning.

　　(4) What is the most obvious change the growth of the Internet brings to companies?

　　互联网的发展给公司带来了什么最明显的变化?

　　The most obvious is the use of websites for information, marketing and trade.

　　PART TWO: MINI-PRESENTATION

　　What’s important when…?

　　Setting up a company website 建立公司网站需要考虑哪些要点?

　　l Possible benefits 可能带来的收益

　　l Promotion 推广

　　l

　　When setting up a company website, it’s important to consider how the website might benefit the company, since a clear idea of this can make the website work efficiently. Among many benefits, a website can be an important way to compete for customers, including potential customers from overseas, to become more involved and proactive in gaining web competitive edge. Also it can act as another sales tool available to the salespeople and save cost if you use it as a distribution channel and distribute material to customers or potential customers. It can assist a company’s current customer base in helping to answer product or service questions.

　　Once a website is set up, you have to promote it to ensure that your customers and prospects will know about your website. You can promote you site address online through E-mail marketing, online referral system by which you are linked with other sites with similar audiences, online press release, etc. Old-fashioned offline marketing methods also apply. Make sure your URL(web address) appears on all your marketing and other print, such as advertisements, stationery, press releases, and brochures and leaflets.

　　Designing is also important. It should be done in line with the company’s mission or vision and put its best image on the web.

　　建立公司网站的时候，重要的是要考虑网站怎样才能够利于本公司，因为一个清晰的思路能够使网页有效的运作。在众多利益之中，网站能够成为一个争夺客户的重要途径，包括海外的潜在客户，为了赢得网站竞争优势变得更加积极参与。公司网站另一个作用是作为销售人员有效的销售工具，如果用它作为分销渠道来向客户或潜在客户分销材料将节省成本。它可以帮助公司当前的客户群，帮助回答产品或服务的问题。

　　一旦网站建立，你必须推广它以确保客户与潜在客户了解网站相关事宜。你可以通过邮件营销的方式推广你的网站在线地址。网上链接系统，可以让你与其他拥有类似观众群得网站链接，网上新闻发布，等等。老式的离线销售方法也同样使用。确保你的网址出现在所有营销和其他印刷材料中，比如广告、信封、新闻发布、以及小册子和传单中。

　　设计也很重要，他应该与公司的使命或远景相一致，而且要在网页上展示最佳的形象。

　　What’s important when…?

　　Designing a company website 设计公司网站需考虑哪些要点?

　　l Contents 内容

　　l Homepage 网页

　　l

　　In designing a company website, contents are very important. They should be rich and relevant so visitors will want to return again and again to see what’s new, important, and beneficial to them. Information like company profile, the achievements and the latest developments,range of products the company has on offer, on-line ordering and shopping, etc., should be included, so that customers may have a better idea and a better understanding of the company and its products.

　　Another important factor to consider is a well-designed homepage in order to make the site more appealing to suppliers and to get more hits from customers. It should look nice and attractive, with eye-catching logo of the company posted on it and special offers in a dominant area which is colour-coded for easy recognition. And it should be designed in such a way that the user is comfortably guided through the site to view specific information.

　　In addition, professional people engaged in designing, maintenance and updating of the contents are also important.

　　设计公司网站时，内容是很重要的。内容应当丰富而且关联性强，这样的话访问者将愿意一再返回来看有什么新鲜的，重要的以及有利于他们的事件发生。例如公司简介、公司成果以及最新的发展、公司提供的产品的系列、网上订购以及购物等的信息，应该被包含，因此客户可能对公司及其产品有更好的想法和更深刻的了解。

　　另一个重要的因素是考虑网页的良好设计为了使得网站对供应商更具吸引力，以及从客户那里等到更高的点击率。他应当看起来美观并具有吸引力，公司张贴醒目的标识，特价活动在一个主导区域，用容易识别的彩色标记。而且应该被设计成便捷地指导用户通过该网站查看特定信息的方式。

　　此外，专业人士从事设计、维修以及内容的更新也很重要。

　　PART THREE: DISCUSSION

　　Launching a Global Website

　　Your company is considering launching a global website to attract its overseas customers. You have been asked to make suggestions about how to design the website. Discussion the situation together, and decide:

　　l what are advantages of launching such a website

　　l how important it is to have different language versions

　　创办面向国际市场的网站

　　你们所在公司正在考虑创办一个面向国际市场的网站吸引海外客户。请你们就如何设计该网站吸引海外客户。请你们就如何设计该网站提出建议。讨论并决定：

　　l 创办这一网站的有利之处

　　l 提供不同语言版本的重要性

　　A: Well, you know our company is considering launching a global website to attract its potential customers worldwide.

　　B: A good idea, isn’t it? There are many advantages doing so. To start with, our company has set the goal of going global and having a website is essential for our company to position and represent itself in a better light on a global basis. It can help enhance our company’s international presence.

　　A: You’re right. This is a digital age, and to open foreign markets, our company has to have a website designed to target overseas audience. It’s just like a telephone or fax number which we cannot do without.

　　B: That’s a good point. A website can help us communicate with our clients and promote our products and services.

　　A: For international trade and e-commerce it is more essential, sicne existing and new customers can see from the website what products or services our company has on offer and details about our company developments.

　　B: To launch a global website, it’s important to have different language versions. To ensure the products are effectively promoted on a particular market, we must use the intended market’s language so that the intended recipient understands absolutely and clearly what we are selling and saying.

　　A: Yeah. To communicate effectively, we must use the language of the intended market, such as English, French or German. It can lead to better communication, avoid misunderstandings, establish an immediate rapport and create a positive image and respect.

　　B: But that’s not enough. When we say different language versions, we are not just referring to the langage itself. More important, we must be able to communicate in the way the people in the countries can accept.

　　A: I see what you mean. There are vast cultural differences in the way communications are conducted. We should take note of these differences and try to communicate with the world’s different markets in the way that is meaningful to them.

　　B: That’s exactly my opinion. Internet promotions are effective only when we are providing something that the market requires---something that defers to the demand of the consumer.

　　A: So the material for the home market will have to be rewritten, and reformatted so that they fit in with the culture of that target market.

　　B: When it comes to the new global homepage,users will be given a choice to choose their site based on what language they want.

　　A: That’s a great idea and I couldn’t agree with you more.

　　A:你知道，我们公司正考虑推广一个全球网站来吸引全世界的潜在客户。

　　B:好主意，不是么?这样做有许多益处。首先，我们的公司。已经建立“全球化”目标并且拥有一个网站对我们的重要地位以及代表其自身在全球基础上具备更好的闪光点。

　　A:同意。这是一个数字时代，为了打开国外市场，我们的公司必须设计一个网站来针对海外观众。这就像电话或者传真号码，我们不能没有。

　　B:这点很好。一个网站能帮助我们与客户交流并且宣传我们的产品和服务。

　　A: 对于国际贸易和电子商务来说它很重要，因为现有的和新的客户能够从网站看到我们公司提供的产品和服务以及关于公司发展的详细信息。

　　B：关于推广面向国际市场的网站，拥有不同语言版本是很重要的。为了确保产品在特殊市场有效的推广，我们必须使用目标市场的语言因此预期的接受者完全明白和清楚我们正在销售和阐述的内容。

　　A:是的。为了有效的沟通，我们必须使用目标市场的语言，比如英语、法语或者德语。能够促进更好的交流，避免误导，建立一个亲密融洽的关系并且创建一个积极的形象和关系。

　　B:但是那并不足够。当我们提到不同的语言版本，我们不只是指语言本身。更重要的是，我们必须能够用那个国家人们可以接受的方式沟通。

　　A:我明白你的意思。在沟通进行时有巨大的文化差异存在。我们应该记下这些差异并且尝试与世界各国市场用他们所特有的方式进行沟通。

　　B：那正是我所想的。只有当我们提供一些市场需求---满足消费者需求时，网络宣传才是有效地。

　　A：因此为国内市场提供的材料将被改写以及重新格式化以便于他们适用于目标市场的文化。

　　B：当谈到新的全球网页，用户将可以选择自己的想要语言的相关站点。

　　A:那是个好主意，我非常同意。

　　(1) In business, do you think it is better to send E-mails or make phone calls? (Why?/Why not?)

　　在商务交往中，你认为是发电子邮件好还是打电话好?(为什么?)

　　I think it is better to send E-mail because they do not cost too high, whereas phone calls could cost a lot.

　　(2) Is the Internet always the best way to find out about a company?(Why?/Why not?)

　　互联网永远是了解某家公司的最好方法吗?(为什么?)

　　Not necessarily. Sometimes online information on a company may not be accurate, complete, or useful.

　　(3) Is there any disadvantage of using websites to find information on a company?(Why?/Why not?)

　　利用网站了解某家公司有无任何弊端?(为什么?)

　　Yes. You may not find the latest developments of the company if the website is not updated timely.

　　(4) In what other ways can companies use the Internet to their advantage?

　　公司还可以怎样利用网络为自己服务?

　　Companies can also use the Internet as an effective medium for creating customer loyalty and company profitability.

　　(5) Do you think the Internet will encourage economic growth in the future?(Why?/Why not?)

　　你认为将来互联网会促进经济发展吗?(为什么?)

　　Yes. The internet shortens the distance, saves time, increases the amount of transaction and raises efficiency.