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涉外文秘写作
Chapter Eleven
Business Reports
Section One Format of Business Reports
Business report should consist of the following parts:
Title
Introduction
Discussion
Conclusions
Recommendations

Depending on the content and subject of the report, you may need to have: executive summary, contents page and appendix as well.

Section Two Parts of B business reports
Title
You should list the name of the report, name of the writer, name of the receiver if needed, and date of writing.

Report on the Feasibility of Expansion into Shanghai and Guangdon Province
Written by: Judy Graford specialist of Marketing Dept.
Submitted to Business Expansion Committee, July 18, 2012
2. Summary and Executive summary
An executive summary usually includes:
Important background information about the problem or topic;
Important information about your methodology;
All key findings, conclusions and recommendations.
The introduction sets the stage. It normally includes the historical background of the report (and the project or program being reported) and establishes the scope of the report. Introductions tell readers what the report contains and where to find it. In essence, the introduction is a road map, which includes:
State the purpose and the objectives of the report;
Provide background details important to the situation, such as a brief overview of development leading to the report’s topic;
Summarize the problem or topic, your procedures, and your recommended solutions.
3. Introduction
This section presents relevant data, discusses the meaning and significance of the data, makes inferences, and states the conclusions. If you have a lot of raw data to present, place it in an appendix and exactly only the most important data to present in this section.

The territorial focus is on the two most economically developed regions: Shanghai in the east and Guangdong Province in the south. This comprises 82 million people. Guangdon Province also benefits from receiving television signals of Hong Kong-advertised products. Both regions are populated by higher income groups.

In both regions, there is strong competition in low-priced, inferior quality products. However, prime quality imported and domestic products are becoming increasingly demanded as the wealth of the average citizen increases.
4. Results and Discussion
This section brings together everything in the report and states your convictions. Every conclusion should grow out of information elsewhere in the report. Without such logical support, readers will justifiably feel that you have failed to accomplish the goals of the research.
The purpose of this visit was one of exploration, with open-ended discussion covering the principal business options of venture into China: joint venture; import-export; local sales and marketing. Many useful, knowledgeable contacts were established, and a positive position secured for future discussion.
Production of raw synthetic materials is already a crowded competitive category in the area investigated, although in the upper quality bracket a considerably lower level of competition exists.
Therefore, the production of finished synthetic goods offers greater ease of entry and marketing opportunities. However, profit potential requires further assessment.
At the two factories visited, Shanghai Synthetics Factory and Guangdon Synthetics Factory, a clear interest was expressed in progressing to further discussion in the coming year. It is accepted that our position is one of study and evaluation, rather than early investment.
5. Conclusion
Recommendations are suggestions for future actions – either managerial action or future research. They are almost always present in reports directed to corporate managers and supervisors.
In some cases, conclusions and recommendations are presented in a single action.

We recommend that China not be seen as the immediate priority for 2012. It is recommended that we next seek to improve our knowledge of the market, entry prospects and our understanding of costs and administrative issues.

We also recommend that a follow-up visit be made to Shanghai and Guangdon in Q1 2013 to maintain and increase contacts.
6. Recommendations
Important Points to Remember
A report is usually divided into four areas:
Introduction - This section gives background information on the reason for the report. It usually includes the person requesting the report.
Findings- The findings point out discoveries made during the course of the report investigation.
Conclusions- The conclusions provide logical conclusions based on the findings.
Recommendations- The recommendations state actions that the writer of the report feels need to be taken based on the findings and conclusions.
Reports should be concise and factual. Opinions are given in the "conclusions" section. However, these opinions should be based on facts presented in the "findings".
Use simple tenses (usually the present simple) to express facts.
Use the imperative form (Discuss the possibility ..., Give priority ..., etc.) in the "recommendations" section as these apply to the company as a whole.
Japan Visit Report
Background
The purpose of the visit was to take part in the Tokyo Technology Exhibition and appoint new agents to help promote our products in the Far East.
Details
10 000 visitors attended the Tokyo Exhibition
2 000 enquiries were received and 300 orders were placed
2 new agents were appointed
Actions/Recommendations
We need to follow up customer enquiries immediately.
We recommend that new agents should visit the UK to see our production processes.
Conclusions
The visit was very successful, resulting immediately in new business worth over ￡300 000.
Japan will be a key market for us for the future.
Report by Janet Robbins 10th May.
Samples:(1)
(2) Sales Report
Introduction
This report shows the sales trends for the last financial year.
Details
At the start of the year, net sales remained steady at $200,000 in January and February. Due to the introduction of the new pricing policy in March, sales rose sharply to reach $280,000. This was followed by further growth as sales peaked at 330,000 in September. However, as a strong Ren Ming Bi began to affect exports to USA, net sales fell slightly in October. This trend continued until the end of the year.
Recommendations
We need to ensure our pricing policy is competitive.
We suggested investing in further sales campaigns next year.
Conclusion
Overall, this was a very successful year for us.
Compared with last year, sales were much higher.
Useful expressions:
1.Compared with last quarter, our supermarket sales are higher. Frozen foods are still our most popular product, with 52% of total sales, followed by bread with 20% and soft drinks with 10%.
和上个季度相比，我们的超市销售有所上升。冷冻食品最畅销，占整个销售额的52%；紧随其次的是面食，占20%，软饮料占10%。
2.Last year’s fall in productivity was a direct result of low morale. This low morale was due to the pay cuts that were introduced in March.
去年生产下滑的主要原因是士气的低落。造成士气低落的最主要原因是3月份的工资削减。
3.For domestic marketing strategy, we can rely on past research, for oversea markets we depend on heavily on our cultural consultants, and for the internet, we need to redo our image.
对国内市场销售战略来说，我们可以依靠过去的调查研究；对海外市场来说，我们要重点依靠我们的文化顾问；而对于互联网，我们需要重塑我们的形象。
4.We tested 70 participants in 7 test rounds in various locations based on the form’s region of distribution. The testing was conducted over three months.
我们根据表格设计的分布状况，在不同地区对70名参与者进行了测试，共进行了7次测试。测试时间供三个月。
5.900 of the 1,100 surveys were returned and 876 were judged to have been completed accurately enough for meaningful analysis.
发出去的1100份问卷收回了900份，其中876份被判断为填写正确完整，可以用于分析。
6.Employees were generally unsatisfied with the current benefit package. Three quarters of employees chose “housing benefits” as their top priority for an additional benefit.
公司员工对目前的福利政策普遍感到不满。四分之三的员工最希望能在目前的福利政策这添加“住房福利”。
7.In order to manage the current influx of customer complaints and prevent new complaints in the future, we strongly recommend the following policies.
为了处理目前大量的顾客投诉，并预防未来发生类似的状况，我们强烈建议施行下列政策。
Exercises
Assume you work for a household appliance store. Prepare a sales report based on the information contained in the following table. Include a recommendations section for your manager
Product Number Sold
Kitchen Appliance October November
Refrigerators 72 103
Dishwashers 27 14
Freezers 10 36
Microwave Ovens 31 46
Laundry Appliances
Washers 50 75
Dryers 24 36
Air Treatment
Room Air Conditioners 41 69
Dehumidifiers 7 2
Translate the following sentences into English.
这是我们推出的新产品，因此广告必须要锁定目标顾客群，也就是30岁到40岁的职业妇女，要在她们当中建立起品牌知名度。
我建议在我们的网站中增加中文版。这可能会增加总成本，但是它的长期收益一定会超过这短期的花费。
I suggest adding a Chinese version in our website. I know this would add to the overall cost, but the long-term benefit would probably outweigh the short-term expense.
Since this is a new product, our main goal is to establish brand awareness among our target customers, working women, aged 30 to 40.
3.最新的销售数据表明这个季度我们在亚洲市场的占有率上升了将近2%，但欧洲的销售同比下降了十个百分点。我们需要寻求一种解决方法，在保证亚洲市场增长的同时扭转欧洲市场不景气的现状。
4.本报告研究在东莞地区生产和销售APC材料运动鞋的潜在市场。本报告显示，目前东莞生产的大部分运动鞋都使用PVC材料，而我们从品质，耐用程度和外观三个方面阐述了APC材料比PVC材料优胜的地方。
This report investigates the potential of APC materials in the production and sale of sports shoes in Dong Guan. The report shows that currently the majority of sport shoes manufactured in Dong Guan are made of PVC. However, we illustrated that APC ha a number of advantages over PVC in terms of quality, durability and appearance.
The latest sales data showed this quarter our market share in Asia has grown 2%, but in European sales was down almost 10% from the same period last year. We need to look for ways to reverse the downward trend in Europe while maintaining our growth in Asia.

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