2020年商务英语高级口试材料：企业文化

　　Corporate Culture

　　企业文化

　　Culture can be viewed at several levels.

　　文化可以从几个层面来理解。

　　Some aspects of culture are visible and tangible and others are intangible and unconscious.

　　文化的有些方面是看得见摸得着的，而其他方面又是摸不着、意识不到的。

　　Basic assumptions that guide the organization are deeply rooted and often taken for granted.

　　指导企业的基本设想已经深入人心并且被认为是理所当然的。

　　Avoidance of conflict is a value that is an excellent example of an unconscious norm that may have a major influence on the organization but is frequently unconscious.

　　避免冲突就代表一种不自觉规范的价值观，这种规范可能会对企业产生一种很大的影响，但人们往往意识不到它的存在。

　　For an insider, this is difficult or impossible to see, particularly if the individual has “grown up” in the organizational culture.

　　这对于一个处于企业文化内部的人，特别是对于一个在这种企业文化中“成长”起来的人来说，是很难或者是不可能看到的。

　　Recently hired employees, the external consultant and the executive coach are frequently in the best position to identify these unconscious assumptions or values.

　　新雇佣的员工、企业外部的顾问或行政知道，往往最有资格识别这些设想和价值观。

　　Espoused or secondary values are at a more conscious level; these are the values that people in the organization discuss, promote and try to live by.

　　被采纳或次要的价值观处于一个更加自觉的层面。这些是企业内部员工讨论、倡导并赖以生存的价值观。

　　All employees of Hewlett Packard, for example, are required to become familiar with the values embodied in the “HP Way”.

　　比如说，惠普公司要求其所有员工都要熟悉“惠普式”的价值观。

　　Some of the most visible expressions of the culture are called artifacts.

　　文化最直观地体现出来的东西叫做人为产物。

　　These include the architecture and décor, the clothing people wear, the organizational processes and structures, and the rituals, symbols and celebrations.

　　它们包括建筑和装修、员工服饰、企业运作程序和企业结构，各种仪式、各种标识和企业庆典等。

　　Other concrete manifestation of culture are found in commonly used language and jargon, logos, brochures, company slogans, as well as status symbols as cars, window offices, titles and of course value statements and priorities,

　　其他具体的文化表征可以在常用语、行话、各种标志、小册子、公司口号，以及地位象征如汽车、敞亮的办公室、头衔中找到，当然还包括价值取向和优先权。

　　an outsider can often spot these artifacts easily upon entering an organization.

　　一个局外人往往一进入企业，就能轻而易举地发现这些人为现象;

　　For insiders, however, these artifacts have often become part of the background…

　　而对企业内部的人来说，这些认为形象往往变成了企业的一部分了…

　　One of the critical factors in understanding a corporate culture is the degree to which it is leader-centric.

　　了解一个企业文化的重要因素之一是了解其以领导为中心的程度。

　　Ask yourself, how central is our leader to the style of this organization?

　　可以问一问自己，领导在企业作风中占了多么重要的位置?

　　If you are the leader yourself, the culture of your company is likely to reflect your personality, including your neurosis.

　　如果你是领导，你公司的文化会反映出你的个性，甚至包括你的神经质症状。

　　So if the CEO avoids conflict and tends to sweep it under the carpet, don’t be surprised if you see avoidance of conflict played out in the organization.

　　所以，要是公司总裁习惯掩盖冲突并把它隐藏起来的话，那么，如果你在公司里看不到冲突就用不着惊讶了。

　　The behavior that is modeled by the leader and the management team profoundly shapes the culture and practices of the organization.

　　领导者和管理人员所师范的行为对企业文化和行为习惯可以产生深刻的影响。

　　What management emphasizes, rewards and punishes can tell you what is really important.

　　管理部门强调什么、奖赏什么、惩罚什么等等这一切都告诉你什么才是真正重要的。

　　The behavior of members of the senior team, their reactions in crises and what they routinely talk about, all sets the tone of the culture.

　　高层管理人员的行为、对危机的应对以及最常谈论的事情都能给企业文化定下风格基调。

　　If the culture is already firmly established when the CEO assumed leadership and he/she simply inherited a strong set of traditions, then he/she may play the role of the guardian of the old culture.

　　如果当一个总裁肩负起领导职责的时候，企业文化已经深深地扎根了，那他/她仅仅是继承这一套强势的文化传统，承担起旧文化的捍卫者这一角色。

　　On the other hand, CEOs such as Lou Gerstner at IBM, or Lee Iococca at Chrysler were brought in to be a change agent charged with dramatically transforming the organizational culture.

　　但在另一方面，像国际商用机器公司的卢 杰斯特纳和克莱斯勒汽车公司的李 艾科卡那样的总裁，作为变革的代理人，却承担者对公司文化进行重大改革的重任。

　　PART ONE: INTERVIEW

　　(1) Why is corporate culture important to a company?

　　对公司而言，企业文化为什么重要?

　　It is important because it can make or break your company. Company culture is actually the shared values and norms of the organization, and it guides the day-to-day operation of the company. So it is vital in this competitive age.

　　(2) Do you think corporate culture will change or always remain the same?(Why?/Why not?)

　　你认为企业文化是会改变的还是保持不变的?(为什么?)

　　I think if the corporate culture is already long established and is functioning well, it should be protected and no change is really necessary. We should allow it to remain as it is.

　　(3) Is it possible to assess company culture?(How?)

　　对公司文化作出评估是否可能?(应怎样评估?)

　　Yes. Some companies employ consultants to help assess their culture. Others do it on their own by observing the common behaviors of their employees, or looking for visible symbols, as these are important clues to show what your company’s culture really is.

　　(4) Do you think each company should have a stated set of cultural values?(Why?/Why not?)

　　你是否认为每个公司都需要有一套明确的文化价值观?(为什么?)

　　Yes. Corporate culture can have a great influence on the performance of the company. So I think it is necessary for companies to write down the values they want to promote in their organization, so that all staff would work towards the same goal.

　　PART TWO MINI-PRESENTATION

　　What’s important when…?

　　Designing a company brochure 设计公司宣传册需考虑哪些要点?

　　l Company culture 公司文化

　　l Cost 费用

　　l

　　A brochure is not just something that provides information, it is also a way of presenting your corporate image to the public. Brochures are distributed to existing clients, potential clients, press, investors and others. They influence the way people understand your company. So we can say a brochure is an expression of company culture. For example, if the brochure is printed on environmentally friendly paper, it tells the public about your ethic values.

　　Cost is another factor to be considered. Brochures are needed in large quantities, as they are often used at trade shows, in mailings, presentations, trade show booths, etc. So you need to be cost conscious and keep everything within budget.

　　Besides, you also need to consider the profile of the target market so that your brochures are attractive to your target customers. And the brochure should also reflect the characteristics of the industry your company is in.

　　宣传册不只是提供信息的媒介也是向公司展示你们公司形象的一个途径。宣传册分发给现有客户、潜在客户、媒体、投资商及其他人。宣传册会影响人们对贵公司的了解方式。因此我们可以说宣传册是对公司文化的表达。比如，如果宣传册用环保纸来印制，则是向大众宣称你的道德价值观。

　　费用是另一个需要考虑的因素，宣传册需要大批量生产，因为在展会、邮寄、报告会、展示厅等地方经常会使用到。因此你需要关注费用并且保证不超出预算。

　　此外，你也需要考虑目标市场的概况为了使你的宣传册吸引目标客户。而且宣传册也应该反应贵公司的行业特色。

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