企業(yè)管理雙語(yǔ)教案

2013-2014學(xué)年第1學(xué)期

課程名稱:企業(yè)管理學(xué)(雙語(yǔ)教學(xué))11級(jí)信管專業(yè)任課教師:汪海蘭

1.Theimportanceforlearning“EssentialsofEntrepreneurship(企業(yè)家精神)andSmallBusiness(企業(yè))Management(管理)”.

學(xué)習(xí)本課程的重要性主要體現(xiàn)在如下2點(diǎn)：

1.1Thetextbookcanprovidefutureentrepreneurswiththetoolstheyneedtomasterthemostimportantissuesinvolvedinstartingandmanagingasuccessfulnewbusinessventure.(考慮到企業(yè)內(nèi)外部環(huán)境因素).

1.2Afterfinishingthiscourse,youwillhaveabasicunderstandingofbusinessfunctions(企業(yè)的職能).Anditcouldhelpyoutomanageyourenterpriseinthefuture.

2.Maincontentsofthiscourse（本課程的主要內(nèi)容）:

SectionIThechallengesofentrepreneurship

1.Thefoundationsofentrepreneurship(企業(yè)家精神的基礎(chǔ))

2.Insidetheentrepreneurialmind:fromideastoreality(企業(yè)家思想的內(nèi)部:從想法到現(xiàn)實(shí))SectionIIBuildingthebusinessplan:beginningconsiderations

1.Strategicmanagement(戰(zhàn)略管理)andtheentrepreneur(企業(yè)家)2.Conductingafeasibilityanalysisandcraftingawinningbusinessplan(進(jìn)行可行性分析并打造一個(gè)成功的商業(yè)計(jì)劃)3.Formsofbusinessownershipandfranchising(公司所有制形式及特許經(jīng)營(yíng))

SectionIIIBuildingthebusinessplan:marketingandfinancialconsiderations1.Findinganiche（瞄準(zhǔn)市場(chǎng)空白點(diǎn)）2.Takingaim:themarketingplan（制定營(yíng)銷計(jì)劃）3.Choosingtherightlocation（選擇合適的經(jīng)營(yíng)場(chǎng)所）4.Strategicmarketing（中小企業(yè)的市場(chǎng)戰(zhàn)略）5.Financialconsiderations(showVCD)

SectionIVManagementwork(中小企業(yè)的管理運(yùn)作)1.Makingthepiecesfit:managingasmallbusiness(確定適合的管理體系)2.Thehumanfactor(員工管理)3.Takingstock:purchasingandinventorycontrol(采購(gòu)和庫(kù)存管理)SectionVBuildinganewventureteamandplanningforthenextgeneration(組建新的風(fēng)險(xiǎn)團(tuán)隊(duì)并為下一代進(jìn)行規(guī)劃)SectionIThechallengesofentrepreneurship(第一部分企業(yè)家精神的挑戰(zhàn))Chapter1Thefoundationsofentrepreneurship(第一章:企業(yè)家精神的基礎(chǔ))

Learningobjectives(學(xué)習(xí)目標(biāo))Uponcompletionofthischapter,youwillbeableto:1.Understandwhatanentrepreneuris.2.Understandwhattheentrepreneurialprofile(性格特點(diǎn))tendtoexhibit.

3.Explaintheforcesthataredrivingthegrowthofentrepreneurship.4.Describetheimportantrolesmallbusinessesplayinournation’seconomy.5.Describetheninedeadlymistakesofentrepreneurshipandexplainhowtoavoidthem.6.Explainhowentrepreneurscanavoidbecominganotherfailurestatistic.

1.Theworldoftheentrepreneur

1.1Entrepreneurialactivityacrossglobe(下圖中橫軸表示世界各國(guó),縱軸表示各國(guó)的小型企業(yè)創(chuàng)業(yè)者人數(shù))

1.2導(dǎo)致企業(yè)家增加的原因之一:Accordingtothetextbook(P2),thedownsizing(裁減員工人數(shù))hasdestroyedthelong-standingnotionofjobsecurityinlargecorporations(大型公司),andtheflurryof“pinkslips”hasspawnedanewpopulationofentrepreneurs:castoffsfromlargecorporationswithsolidmanagementexperienceandmanyproductiveyearsleftbeforeretirement.Alsomoreandmoreyoungpeopleseeentrepreneurshipastheidealwaytocreatetheirownjobsecurityandsuccess.Whythecorporationsreducetheiremployees?Whythecorporationsreducetheiremployees?

Answer:e.g.carryoutteammanagement(如:某飯店﹑銀行等),reduceorganizationallevels,thecompany’sprofitisdescending(如大宇集團(tuán)﹑桂林洗滌劑廠﹑某毛巾廠等)andsoon.2.Whatisanentrepreneur?(Page5)

2.1Anentrepreneurisonewhocreatesanewbusinessinthefaceofrisk(風(fēng)險(xiǎn))anduncertaintyforthepurposeofachievingprofit(利潤(rùn))andgrowthbyidentifyingsignificantopportunitiesandassemblingthenecessaryresources(資源)tocapitalizeon(利用)them.

企業(yè)家們很善于抓住機(jī)會(huì)，在面對(duì)一定風(fēng)險(xiǎn)及不確定性環(huán)境的條件下，創(chuàng)辦一種新型企業(yè)。當(dāng)企業(yè)步入正軌之后，他們會(huì)持續(xù)發(fā)展其規(guī)模及整體管理水平，而且企業(yè)家們能有效地配置公司的各種資源，以使企業(yè)獲得最佳的利潤(rùn)。企業(yè)家是從事勞動(dòng)和資本的承包業(yè)者,也就是我們平時(shí)所稱的“老板”。(e.g.oneofmyrelative)Althoughmanypeoplecomeupwithgreatbusinessideas,mostofthemneveractontheirideas.Entrepreneursdo.Researchershaveinvestedagreatdealoftimeandeffortoverthelastdecadetryingtopaintaclearpictureoftheentrepreneurialpersonality.Althoughthesestudieshaveidentifiedseveralcharacteristics(特點(diǎn))entrepreneurstendtoexhibit,noneofthemhasisolatedasetoftraits(特點(diǎn))requiredforsuccess.

3.Severalcharacteristics(=profile,特點(diǎn))entrepreneurstendtoexhibit:(企業(yè)家的性格特點(diǎn)表現(xiàn)為以下幾個(gè)方面:)

3.1Desireforresponsibility.(有強(qiáng)烈的責(zé)任心)(1)責(zé)任心的含義文/樂善耀(摘于網(wǎng)上)

所謂責(zé)任心，是指?jìng)€(gè)人對(duì)自己和他人，對(duì)家庭和集體，對(duì)國(guó)家和社會(huì)所負(fù)責(zé)任的認(rèn)識(shí)、情感和信念，以及與之相應(yīng)的遵守規(guī)范、承擔(dān)責(zé)任和履行義務(wù)的自覺態(tài)度。責(zé)任心與自尊心、自信心、進(jìn)取心、雄心、恒心、事業(yè)心、孝心、關(guān)心、慈悲心、同情心、憐憫心、善心相比，是“群心”燦爛中的核心。由此可見，責(zé)任心是孩子健全人格的基礎(chǔ)，是能力發(fā)展的催化劑。責(zé)任心以認(rèn)識(shí)為前提。沒有是非標(biāo)準(zhǔn)，責(zé)任心就無從談起。責(zé)任心與人生觀、價(jià)值觀、道德、理想、集體主義、愛國(guó)主義緊密相聯(lián)。如果他的價(jià)值取向以奉獻(xiàn)為樂，那么他就會(huì)有很強(qiáng)的責(zé)任心，反之，則對(duì)人對(duì)事漠然置之。

責(zé)任心以情感為基礎(chǔ)?？梢韵胂瘢粋€(gè)孩子對(duì)父母沒有感情，不可能對(duì)家庭承擔(dān)任何責(zé)任，一個(gè)對(duì)社會(huì)、對(duì)祖國(guó)、對(duì)人民沒有情感的人，當(dāng)外族入侵，祖國(guó)受難之時(shí)，他不可能挺身而出，舍生忘死，為國(guó)獻(xiàn)身。

責(zé)任心靠意志來維持。盡責(zé)盡心并非聽他說得如何動(dòng)聽，主要反映在行動(dòng)之中，不管承擔(dān)什么樣的責(zé)任，都離不開堅(jiān)強(qiáng)意志和毅力的支撐，只有在克服困難中，在抵制各種誘惑中，才能反映一個(gè)人的責(zé)任感。

責(zé)任心的強(qiáng)弱通過行為來體現(xiàn)。從為家庭燒一頓飯，洗一次衣服，到報(bào)名義務(wù)獻(xiàn)血，應(yīng)征入伍，都是責(zé)任心的體現(xiàn)。不過這是兩種不同層次的責(zé)任心的體現(xiàn)罷了。

不久前放映的一部電影《背起爸爸上學(xué)》感動(dòng)得多少人熱淚盈眶。電影說的是一個(gè)16歲的農(nóng)村少年，以優(yōu)異的成績(jī)考取了師范學(xué)校，面對(duì)著癱瘓?jiān)诖矡o人照顧的父親，無奈之下賣掉了全部家產(chǎn)，背著父親走進(jìn)校門，開始了漫長(zhǎng)而艱辛的求學(xué)之路。一個(gè)“背”字，不僅體現(xiàn)了父子之情，也體現(xiàn)了孩子對(duì)家庭的責(zé)任。有報(bào)紙?jiān)u論說他“背”起了責(zé)任。正是這種久違了的反哺情結(jié)，震撼著人們的心靈，呼喚著人們的良知。

Students’responsibility?Theemployees’responsibility?Theentrepreneur’sresponsibility?Pleasediscuss.(control控制,goal目標(biāo)).3.2Preferenceformoderate(適度的)risk.(喜歡適當(dāng)?shù)孛半U(xiǎn);企業(yè)家都或多或少地具有冒險(xiǎn)精神,他們都有推斷自己冒險(xiǎn)程度的特殊能力)(1)Entrepreneursarenotwildrisktakersbutareinsteadcalculatingrisk(有計(jì)算的風(fēng)險(xiǎn))takers.Unlike“high-rolling”gamblers(肆意揮霍的賭徒),theyrarelygamble(很少賭博).(2)美國(guó)作者蘇姍近年來對(duì)中國(guó)的大多數(shù)企業(yè)家進(jìn)行了調(diào)查研究,書中提到:企業(yè)家應(yīng)該清楚經(jīng)營(yíng)企業(yè)沒有風(fēng)險(xiǎn)是幾乎不可能的,因?yàn)轱L(fēng)險(xiǎn)本身就是市場(chǎng)的特征。競(jìng)爭(zhēng)環(huán)境的變化，客戶需求的多變性，產(chǎn)品品質(zhì)的可替代性的提升，使企業(yè)家的經(jīng)營(yíng)活動(dòng)受到挑戰(zhàn)，同時(shí)充滿風(fēng)險(xiǎn)。風(fēng)險(xiǎn)實(shí)際不是最可怕的，因?yàn)轱L(fēng)險(xiǎn)有時(shí)也可以成為契機(jī)，但如果盲目地冒險(xiǎn)或沒有規(guī)避風(fēng)險(xiǎn)的策略也會(huì)掉入沉淪的陷阱。企業(yè)家必須知道如何把有計(jì)算的風(fēng)險(xiǎn)當(dāng)成動(dòng)力并有能力充分利用風(fēng)險(xiǎn)機(jī)制，為企業(yè)帶來發(fā)展的先機(jī)。沒有冒險(xiǎn)精神的企業(yè)家不能稱為真正的企業(yè)家。(e.g.<喬家大院>中的大商人喬致庸冒險(xiǎn)去五夷山販茶;某公司老板投資建房,有60%以上的把握便會(huì)冒險(xiǎn)去做;生活中個(gè)人風(fēng)險(xiǎn)投資:炒股或買基金)喬致庸從一個(gè)叫花子身上偶然買到一張百年商路地圖，潛心研究后發(fā)現(xiàn)因太平軍作亂而封鎖多年的茶路蘊(yùn)藏著巨大商機(jī)。喬致庸不顧家人的強(qiáng)烈反對(duì)，帶著各商家不懷好意的股銀南下前往產(chǎn)茶勝地——武夷山。半年之后，正當(dāng)大家盛傳喬致庸在南下途中遇難，準(zhǔn)備瓜分喬家家產(chǎn)的時(shí)候，喬致庸帶著為各家采辦的茶葉回到了祁縣。隨后，喬致庸又北上恰克圖，直到中俄邊境，憑借著“義、信、利”和俄國(guó)商人簽定了長(zhǎng)期合作貿(mào)易合同。至此，南至武夷山，北到恰克圖的這條封鎖多年的茶路被喬致庸疏通，千萬(wàn)茶農(nóng)也因此得救。Seepage6:Theyusuallyspotopportunities……eliminatingrisksistobuildasolidbusinessplanforaventure.3.3Confidenceintheirabilitytosucceed.(在成就某事業(yè)方面有堅(jiān)定的信心或企業(yè)家必須具備想成功的堅(jiān)定的、不屈不撓的個(gè)性)3.4Desireforimmediatefeedback.(渴望立即得到反饋信息)3.5Highlevelofenergy.(具備充沛的精力)(SeePage5ande.g.SherzardRestaurant)(Weshouldworkhard,butwealsoshouldcombineexertionwithrest.)勞逸結(jié)合3.6Futureorientation.(具備展望未來的能力)

Entrepreneurshaveawell-definedsenseofsearchingforopportunities.Theylookaheadandarelessconcernedwithwhattheydidyesterdaythanwithwhattheymightdotomorrow.Entrepreneursseepotentialwheremostpeopleseeonlyproblemsornothingatall,acharacteristicthatoftenmakesthemtheobjectsofridicule(atleastuntiltheirideasbecomehugesuccesses).Newphrase:theobjectsofridicule嘲笑的對(duì)象

Seetheexample(以下兩例說明了:Sometimesentrepreneursaretheobjectsofridicule):①<企業(yè)家箴言>里提到的由會(huì)計(jì)師成為企業(yè)家(金利·沃德,1990:P32-P33),書中提到:“一生成功的行動(dòng),卻受到朋友們的嘲笑和反對(duì)的克魯特·霍普金斯的這段話,我看了許多遍,引起我的同感,我為了晉升官準(zhǔn)會(huì)計(jì)師,刻苦學(xué)習(xí)了10年,卻扔掉了這個(gè)大有前途的差使,進(jìn)了瓊·伯特當(dāng)年經(jīng)營(yíng)的只有14萬(wàn)美元的小公司（并參與經(jīng)營(yíng)）。那時(shí)，朋友們都不理解。一個(gè)加拿大幾家最大公司的會(huì)計(jì)監(jiān)察采取這樣的行動(dòng)，他們都認(rèn)為我瘋了。然而，你看看這個(gè)公司今年的銷售額是2500萬(wàn)美金，就會(huì)慶幸我的路沒有走錯(cuò)?！雹赟eetheexample“PsionPLC”:WhenDavidPotterdecidedtoleavehisjobasaphysicsprofessoratBritain’sImperialCollegetolaunchabusiness,hiscolleaguesquestionedhisjudgment.PotterlaunchedPsionPLC,acompanythatmadepalmtopcomputers(掌上型電腦).PotterrecentlynegotiateddealswithindustryheavyweightsNokiaCorporationandMotorolaInc.tolicenseitssoftwareforuseinthenextgenerationofpalmtopcomputers.Psionnowemploysmorethan1,100peopleandhasamarketvalueofmorethan1billion!3.7Skilledatorganizing.(具有組織能力)(Studentstranslateitsmeaning;jigsawpuzzle:拼板玩具)3.8Valueachievementovermoney.(金錢在企業(yè)家心里的地位不是最重要的)若一個(gè)企業(yè)獲得可觀的利潤(rùn),則說明老板的管理水平及技術(shù)水平都相當(dāng)高,但利潤(rùn)并不是企業(yè)家們所追求的唯一目標(biāo)。e.g.他們想有所成就（achievement)；想證實(shí)自己在社會(huì)上的價(jià)值；想從事自己喜歡的行業(yè)；他們有錢之后，想分一部分給窮人，創(chuàng)造社會(huì)效益等。3.9Highdegreeofcommitment.(具有高度的工作熱情或?qū)ぷ饔蟹瞰I(xiàn)精神)★Toleranceforambiguity.(具有應(yīng)變能力)

★Flexibility.(處理事情有靈活性)Howdoemployeesworkflexibly?Howdoemployers(entrepreneurs)workflexibly?Pleasegiveexamples.Answer:e.g.changecinematickets,workinthebank(愛爾琴手表公司沒有注重消費(fèi)者的需求變化,最終導(dǎo)致公司走向衰落,這也說明了該公司的董事長(zhǎng)處理事情缺乏靈活性).★Tenacity.(做事有恒心,有毅力,從不輕易放棄)Newwords:obstacle障礙物vision遠(yuǎn)見(指目標(biāo));doggedly頑強(qiáng)地Seee.g.堅(jiān)持到最后者必能成功(美國(guó):奧格·曼狄諾)4.Youbetheconsultant…Paradiseinapan(Beforedocasestudies,let’sgooverwhatwehavestudied)baking烘,烘干pie餡餅out-of-the-way偏僻的giveaway送掉,分發(fā)…double-park(把車)停在與人行道平行停靠的車旁

4.Youbetheconsultant…stayup不睡覺downtown鬧區(qū)comeupwith提出customerservice顧客服務(wù)rushorder緊急訂單alaboroflove出自喜愛而做的事4.Youbetheconsultant…Discussquestions:1.Whichentrepreneurialtraits(特點(diǎn))doPeggyDayandJeanneWagsterexhibit(顯示)?2.Whatadvantages(優(yōu)勢(shì))didDayandWagsterhavewhenlaunching(創(chuàng)辦)theirbusiness?3.Whatobstacles(障礙)didtheyface?1.Whichentrepreneurialtraits(特點(diǎn))doPeggyDayandJeanneWagsterexhibit(顯示)?Answer:PeggyDayandJeanneWagsterexhibitthefollowingentrepreneurialtraits:(1)Theyhavestrongresponsibilitywhendoingtheirbusiness.e.g.Theyworkveryhardandtheycanallocatetheirbusinessresourceseffectively.(2)Theyareconfidentintheirabilitytosucceed.(3)Theyhavehighlevelofenergy.(4)Theyhavehighdegreeofcommitment.(5)Theycanadapttothechangingdemandsoftheircustomersandtheirbusinesses(Theydotheirbusinessflexibly).(6)Theycanovercomethedifficultiesandmaketheirbusinesssuccessfully.Theyinsistthattheirbusinessisalaboroflove,notonlyformoney.2.Whatadvantages(優(yōu)勢(shì))didDayandWagsterhavewhenlaunching(創(chuàng)辦)theirbusiness?Answer:(1)BothDayandWagsterhaveamutualtalentandinterestinbaking,sotheirbusinessisalaboroflove.Ifsomeoneisinterestedindoingtheirbusiness,theywillhavestrongresponsibilityandhighdegreeofcommitmentinit.Theseelementsaregoodfordoingbusiness.(2)Theyhaveenoughmoney(theyonlyinvestedabout$1000whenlaunchingtheirbusiness)andotherresourcestostarttheirbusiness.Theydonotneedtoworryaboutbuyingexpensiveequipment(Theyhavethecarandwarehouseforsellingpies),employsuitableemployees(atfirsttheyonlyneedtwopersonstowork).3.Whatobstacles(障礙)didtheyface?Answer:(1)Theyhavetoworkveryhard.(e.g.Bythanksgiving…36…h(huán)ours,theyarrivedattheshopat4A.M.tostarttheday’sbaking.)(2)Sometimestheyhavetodeliverpiestocustomers’homesandtomeetrushorderswithasmile.Sotheymayfeelstressful.(seethecase:Oneelderlycustomer…).Theabovearetheobstaclestheyface.Buttheyhaveovercomethesedifficultiesandmaketheirbusinesssuccessfully.Readthecaseon12andanswerthequestion:(extensivereading)Case:TheseBootsAreMadeforRidingQuestion:ExplainhowBethCrossexhibitstheentrepreneurialspirit.carbonfibre碳纖維equestrian騎馬的tycoon(企業(yè)界)巨頭breakinanewpairofshoes穿用新鞋使逐漸合腳payoff使人得益;有報(bào)償apparel衣服;裝飾物Thebenefitsofentrepreneurship(創(chuàng)業(yè)的優(yōu)點(diǎn))(Pleasereadthemyourself.)Theopportunityto:CreateyourowndestinyMakeadifferenceReachyourfullpotentialReap(獲得)impressiveprofits(利潤(rùn))ContributetosocietyandtoberecognizedforyoureffortsDowhatyouenjoyandtohavefunatitThepotentialdrawbacksofentrepreneurship(創(chuàng)業(yè)的缺點(diǎn)):

(Pleasereadthemyourself.)UncertaintyofincomeRiskoflosingyourentireinvestmentLonghoursandhardwork,看下圖(企業(yè)家創(chuàng)業(yè)時(shí)每周工作的時(shí)間):Thepotentialdrawbacksofentrepreneurship(創(chuàng)業(yè)的缺點(diǎn))Thepotentialdrawbacksofentrepreneurship(創(chuàng)業(yè)的缺點(diǎn))Lowerqualityoflifeuntilthebusinessgetsestablished(在企業(yè)走向成功之前,生活質(zhì)量較低,看下圖:大多數(shù)創(chuàng)業(yè)者介于25至44歲之間,既要忙于事業(yè),又要兼顧家庭。)Thepotentialdrawbacksofentrepreneurship(創(chuàng)業(yè)的缺點(diǎn))Thepotentialdrawbacksofentrepreneurship(創(chuàng)業(yè)的缺點(diǎn))HighlevelsofstressCompleteresponsibilityDiscouragement(e.g.創(chuàng)辦企業(yè)后發(fā)現(xiàn)資金不夠;公司內(nèi)部有人搗鬼,挪用大量公款造成法律糾紛等都可能會(huì)使創(chuàng)業(yè)者失去信心)FeedingtheEntrepreneurialFire

(是什么因素導(dǎo)致企業(yè)家時(shí)代的到來?)(1)Entrepreneursasheroes(2)Entrepreneurialeducation

Universitieshavediscoveredthatentrepreneurshipisanextremelypopularcourseofstudy.Becauseofdownsizedjobofferingsinthecorporationsandlesspromisingcareerpaths,arapidlygrowingnumberofstudentsseesowningabusinessasanattractivecareeroption.(3)Demographicandeconomicfactors(人口統(tǒng)計(jì)方面和經(jīng)濟(jì)方面的因素,SeeP12)(4)Shifttoaserviceeconomy(轉(zhuǎn)移到服務(wù)經(jīng)濟(jì))

Becauseoftheirrelativelylowstart-upcosts,servicebusinesseshavebecomeverypopularamongentrepreneurs.TheTheservicesector(e.g.restaurant,retailshop,bookshop,supermarket…)representsasharprisefromjustadecadeago.Itproduces85percentoftheGDP.(5)Technologicaladvancements(技術(shù)的發(fā)展)(6)Independentlifestyles(想要一種自由自在的生活方式)(7)E-CommerceandtheWorldWideWeb(電子商務(wù)及全球網(wǎng)的出現(xiàn)導(dǎo)致創(chuàng)業(yè)者的數(shù)量增加)

Onlinecommerceisgrowingrapidly,creatingmanyopportunitiesforweb-savvy(精通網(wǎng)絡(luò)知識(shí))entrepreneurs(e.g.Theysellbooks,music,computersoftwareandhardware,financialservice,travelandsoon.).請(qǐng)看下圖(全球電子商務(wù)收入情況):These“netpreneurs”areusingtheirWebsitestoconnectwiththeirexistingcustomersandattractnewones.Seetheexample“TheChocolateVault”.Newwords:outshine勝過lastditch最后掙扎的onthevergeof瀕于(8)Internationalopportunities(經(jīng)濟(jì)全球化,各個(gè)國(guó)家逐漸對(duì)外改革開放,國(guó)家與國(guó)家的貿(mào)易壁壘逐漸減少,同時(shí)也給企業(yè)家們帶來了巨大的機(jī)會(huì))Theshifttoaglobaleconomyhasopenedthedoortotremendousbusinessopportunitiesforentrepreneurswillingtoreachacrosstheglobe.OurcountryaccededtoWTOin2001,sotheentrepreneursinourcountryhavemoreopportunitiesandfreedomtodobusinesswithforeignersthanbefore.Smallcompaniesthathaveexpandedsuccessfullyintoforeignmarketstendtorelyonthefollowingstrategies(see15):strategy戰(zhàn)略alliance聯(lián)盟

Thepowerof“small”business1.Whatisasmallbusiness?

Asmallbusinessisonethatemploys(雇用)fewerthan100people.(小企業(yè)是指擁有100位員工以下的企業(yè)。)

Thepowerof“small”business2.InUSA,almost99percentbusinessaresmall.Theircontributions(貢獻(xiàn))totheeconomy（經(jīng)濟(jì))arenumerous.Theythrive(蔓延)virtuallyeveryindustry,althoughthemajorityofsmallcompaniesareconcentratedintheservice(服務(wù))andretail(零售)industries.看下圖(小型企業(yè)在各個(gè)行業(yè)的占有率):

Thepowerof“small”business我國(guó)改革開放20多年來,中小企業(yè)蓬勃發(fā)展,已成為推動(dòng)我國(guó)經(jīng)濟(jì)增長(zhǎng)的重要力量。據(jù)有關(guān)資料顯示，我國(guó)中小企業(yè)目前已超過1000萬(wàn)家，占全部注冊(cè)企業(yè)的99%，中小企業(yè)總產(chǎn)值和利稅分別占全國(guó)企業(yè)的6成和4成左右，提供了大約75%的就業(yè)機(jī)會(huì)（2006年摘于網(wǎng)上）。Thepowerof“small”business2.1Thefollowingarethecontributionsofsmallbusinesses:(1)Becausesmallbusinessesareprimarilylaborintensive(勞動(dòng)密集型:即在任何情況下盡可能用人代替機(jī)器。與以機(jī)器設(shè)備為主的方法相比，以人為主的方法創(chuàng)造了3到5倍的就業(yè)機(jī)會(huì)，減少了60%的外匯使用。2006年摘于網(wǎng)上)，theycancreatemorejobsthandobigbusinesses.SmallcompaniesThepowerof“small”businesshavecreated85percentofallthemorethan12millionnetnewjobsintheUSeconomysincetheearly1990s(InChina,seelastpage).Thepowerof“small”business(2)Smallbusinessesaretheleaders(領(lǐng)導(dǎo)者)inofferingtrainingandadvancementopportunities(提供培訓(xùn)和開發(fā)的機(jī)會(huì))toworkers.Smallcompaniesoffermoregeneralskillsinstructionandtrainingfortheiremployeesthanlargeones,sotheemployeesinsmallbusinessesmaybemorecompetent(更有能力)thanlargefirms.Thepowerof“small”businessInChina:在我國(guó),由于很多的小企業(yè)組織結(jié)構(gòu)簡(jiǎn)單,更多依靠人與人之間的直接合作來發(fā)揮力量,比之大企業(yè)的人才濟(jì)濟(jì)、論資排輩,小企業(yè)更重視人才,也為員工提供了較大企業(yè)更為寬廣的發(fā)揮才能的天地,因此小企業(yè)也為社會(huì)培養(yǎng)了具有各種實(shí)際操作經(jīng)驗(yàn)的“全才”。雖然小企業(yè)不斷面對(duì)“生”與“死”的挑戰(zhàn),但企業(yè)在競(jìng)爭(zhēng)中退出市場(chǎng)并不意味著企業(yè)家退出市場(chǎng),小企業(yè)在經(jīng)營(yíng)與失敗Thepowerof“small”business的歷程中造就了大量?jī)?yōu)秀的企業(yè)家,成為大量企業(yè)家的“搖籃”,為更多企業(yè)的發(fā)展提供了大量人力資源（2006年摘于網(wǎng)上）。Question:

Whydosmallcompaniesoffermoregeneralskillsinstructionandtrainingfortheiremployeesthanlargeones?Thepowerof“small”business(3)Accordingtotheresearch,smallbusinessescreatemoreinnovation(新發(fā)明）thanmedium-sizedandlargefirms.e.g.SmallfirmscreatefourtimesmoreinnovationsperR&D（研究與開發(fā)）dollarspentthanmedium-sizedfirmsand24timesasmanyaslargecompanies.Thepowerof“small”businessInChina:大型企業(yè)在應(yīng)用科技將其轉(zhuǎn)化為生產(chǎn)力方面，往往會(huì)碰到規(guī)模經(jīng)濟(jì)方面的壁壘，由于新技術(shù)、新產(chǎn)品達(dá)不到必要的生產(chǎn)和應(yīng)用規(guī)模，而使大企業(yè)不能或不愿采用。大型企業(yè)具有成本領(lǐng)先及品牌優(yōu)勢(shì)，具備了左右市場(chǎng)的能力，在某些行業(yè)處于壟斷地位（e.g.bank)，對(duì)生產(chǎn)結(jié)構(gòu)調(diào)整和市場(chǎng)競(jìng)爭(zhēng)壓力具有自我調(diào)節(jié)和抵御的能力，科技創(chuàng)新往往不是它們的首選。小Thepowerof“small”business企業(yè)受到本身“小”的限制，一般都沒有左右市場(chǎng)的能力，因而必須適應(yīng)市場(chǎng)需求，積極進(jìn)取，努力改善產(chǎn)品及勞務(wù)質(zhì)量，盡量降低成本和產(chǎn)品價(jià)格(小型零售店或小型工廠等)。在這一過程中，市場(chǎng)內(nèi)在的競(jìng)爭(zhēng)機(jī)制被激活。小企業(yè)面臨市場(chǎng)競(jìng)爭(zhēng)，只有通過對(duì)技術(shù)進(jìn)行不斷更新（e.g.管理創(chuàng)新；服務(wù)創(chuàng)新；技術(shù)創(chuàng)新等），才能求得立足與生存（2006年摘于網(wǎng)上）。(Pleasegiveexamples.)TheTenDeadlyMistakes

ofEntrepreneurship

(創(chuàng)辦企業(yè)時(shí)所遇到的十大誤區(qū))Becauseoftheirlimitedresources,inexperiencedmanagement,andlackoffinancialstability,smallbusinessessufferamortalityrate(失敗率)significantlyhigherthanthatoflarger,establishedbusinesses.Exploringthecircumstancessurroundingbusinessfailuremayhelpyouavoidit.請(qǐng)看下圖(小企業(yè)的“存活率”):TheTenDeadlyMistakesofEntrepreneurshipTheTenDeadlyMistakesofEntrepreneurship1.Managementmistakes(管理失誤)Inmostsmallbusinesses,poormanagementistheprimarycauseofbusinessfailure.Theownerlacks(缺乏)theleadershipability(領(lǐng)導(dǎo)能力e.g.motivation,leadership,communication,individualandgroupbehavior.)andknowledgenecessarytomakethebusinesswork.Whatkillscompanies…TheTenDeadlyMistakesofEntrepreneurshipashortageofgoodjudgmentandunderstandingattheverytop(沒有高級(jí)管理能力,比如:制定的企業(yè)目標(biāo)不明確;不懂如何安排員工的工作;沒有制定科學(xué)的績(jī)效考核制度等).Seepage29.2.Lackofexperience(缺乏經(jīng)驗(yàn))Smallbusinessmanagersneedtohaveexperienceinthefieldtheywanttoenter.

TheTenDeadlyMistakesofEntrepreneurship2.1Pleaseseetheexample.capital資本,資金putup提供payoff還清OneWestCoastentrepreneurhadalwayswantedtoownarestaurant,buthehadnoexperienceintherestaurantbusiness.Helateradmittedthathethoughtthatrunningarestaurantconsistedprimarilyofdressingupinblacktie,greetinghisregularcustomersatthedoor,andshowingthemthebesttables.Heinvested$150,000ofhisownmoneyandfoundapartnertoputmorecapitalandtohelpmanagetherestaurant.Theyopenedandimmediatelyranintotroublebecausetheyknewnothingaboutrunningarestaurant.Eventuallytherestaurantclosed,andthepartnerslosttheiroriginalinvestments,theirhomes,andtheircars;theyalsospentthenextseveralyearspayingoffbacktaxes.2.2Seetheparagraph:“Ideally,aprospective…h(huán)ighlevelsofperformance.”(Onpage29)coordinate協(xié)調(diào)integrate綜合synergistic配合作用的TheTenDeadlyMistakesofEntrepreneurship3.Poorfinancialcontrol(資金或財(cái)務(wù)控制方法不當(dāng))Newwords:bankruptcy破產(chǎn)(1)Twofinancialpitfalls(陷阱)arecommoninsmallbusiness:undercapitalization(用不足的資金來辦某一企業(yè))andlax(不嚴(yán)格的)customercreditpolicies(信用政策).(2)Anotheraspect…cost$4,000amonthtomaintain.(On30)4.Weakmarketingefforts(不善于市場(chǎng)營(yíng)銷管理)Buildingagrowingbaseofcustomers…withoutbreakingthebank.(Seepage30)e.g.ParadiseinapanTheTenDeadlyMistakesofEntrepreneurship5.Failuretodevelopastrategicplan(沒有擬定出有效的戰(zhàn)略計(jì)劃)

Failuretoplan,however,usuallyresultsinfailuretosurvive.Withoutaclearlydefinedstrategy,abusinesshasnosustainablebasisforcreatingandmaintainingacompetitiveedgeinthemarketplace.TheTenDeadlyMistakesofEntrepreneurshipBuildingastrategicplanforcesanentrepreneurtoassessrealisticallytheproposedbusiness’spotential.Isitsomethingcustomersarewillingandabletopurchase?Whoarethetargetcustomers(目標(biāo)顧客群)?Howwillthebusinessattractandkeepthosecustomers?Whatisthecompany’sbasisforservingcustomers’needsbetterthanexistingcompanies?

TheTenDeadlyMistakesofEntrepreneurship戰(zhàn)略規(guī)劃的步驟一般為:(1)規(guī)定企業(yè)的使命(或任務(wù))(2)確定企業(yè)的目標(biāo)(3)評(píng)估目前的業(yè)務(wù)組合(4)制定新業(yè)務(wù)發(fā)展計(jì)劃Question:Whyisitveryimportanttodevelopastrategicplanforsmallbusinesses?TheTenDeadlyMistakesofEntrepreneurship6.Uncontrolledgrowth(盲目擴(kuò)大規(guī)模;在擴(kuò)大企業(yè)的規(guī)模時(shí),沒有采取有效的計(jì)劃及控制措施)Growthisanatural,healthy,anddesirablepartofanybusinessenterprise,butitmustbeplannedandcontrolled.Ideally,expansionshouldbefinanced(資助)byretainedearnings(利潤(rùn);所賺的錢)fromtheowner(所有者;老板)ratherthanborrowingaportionofthecapitalinvestment.TheTenDeadlyMistakesofEntrepreneurshipReadtheexampleandanswerthefollowingquestion:HowdidJillandDongSmithsavetheirbusiness?Newwords:hangover過度興奮后惆悵的感覺specialty特產(chǎn)shrink減少curb控制JillandDougSmith,co-ownersofBuckeyeBeans&Herbs,“gotahangover”whentheirspecialtyfoodcompanybegangrowingrapidly.Saleswereclimbingby50percentayear,butprofitmarginswereshrinking.Tosavetheirbusiness,theSmithscurbedsalesgrowth,eliminatedcustomersthatwerecuttingintoprofitmargins(manyofwhomwerelargechainstores),andhiredachieffinancialofficer.Theireffortsatrefocusinghavetheircompanybackontrack.TheTenDeadlyMistakesofEntrepreneurship7.Poorlocation(選擇了不合適的銷售地點(diǎn))e.g.在信奉伊斯蘭教的城市開辦豬肉銷售店；在人口稀少的地方開辦零售店；在中國(guó)的郊區(qū)賣貓食等。Theseelementsstatebusinesslocationsareselectedwithoutproperinvestigationandplanning.TheTenDeadlyMistakesofEntrepreneurship

8.Improperinventorycontrol(存貨控制方法不當(dāng))

Insufficient(不適當(dāng)?shù)模﹊nventorylevelsresultinshortages(缺貨）andstockouts,causingcustomerstobecomedisillusioned(令人失望的)andleave.Amorecommonsituationisthatthemanagerhasnotonlytoomuchinventory(庫(kù)存太多）butalsotoomuchofthewrongtypeofinventory.TheTenDeadlyMistakesofEntrepreneurship9.Incorrectpricing(標(biāo)價(jià)不當(dāng))e.g.新產(chǎn)品定價(jià)；街邊附近幾家零售店的定價(jià)；過節(jié)時(shí)產(chǎn)品的定價(jià)等Letstudentsexplain.TheTenDeadlyMistakesofEntrepreneurship10.Inabilitytomakethe“entrepreneurialtransition”(缺乏管理大型企業(yè)的能力)Whenthebusinessisgrowingup,entrepreneursshoulddelegateauthority（授權(quán)）andrelinquish（放手給有能力的人來管)hands-oncontrolofdailyoperations.Butsomecannotdelegateeffectivelyandstillusecentralizationofstatepower(集權(quán))systemratherthanusing(而不是用)decentralization(分權(quán))system.HowtoAvoidthePitfalls(如何成功地創(chuàng)辦你的企業(yè)?)Knowyourbusinessindepth(要非常了解你所從事的行業(yè))

Youshouldhavetherighttypeofexperienceinthebusinessyouplantostartandgetthebesteducationinyourbusinessareabeforesettingoutonyourown.Successfulentrepreneursarelikesponges(海棉）,soakingup(吸收)asmuchknowledgeastheycanfromavarietyofsources.HowtoAvoidthePitfallsWhatwehavelearntfromtheexample“ExecutiveTemporaries”onP32?competitor競(jìng)爭(zhēng)者h(yuǎn)omebase總部executive行政的;行政官temporary臨時(shí)的HowtoAvoidthePitfalls2.Developasolidbusinessplan(要制定出有效的企業(yè)計(jì)劃,并且在現(xiàn)實(shí)中確實(shí)是可行的。)Withoutasoundbusinessplan,afirmmerelydriftsalongwithoutanyrealdirection.

HowtoAvoidthePitfalls3.Managefinancialresources（要擅長(zhǎng)于財(cái)務(wù)管理）

Noentrepreneurcanmaintaincontroloverabusinessunlesssheisabletojudgeitsfinancialhealth.HowtoAvoidthePitfallsThefirststepinmanagingfinancialresourceseffectivelyistohaveadequatestart-upcapital…Estimatehowmuchcapitalyouneedtogetthebusinessgoingandthendoublethatfigure.Themostvaluablefinancialresourcestoanysmallbusinessiscash.HowtoAvoidthePitfalls4.Understandfinancialstatements(要理解財(cái)務(wù)報(bào)表的含義）

Whenanalyzedandinterpretedproperly,thesefinancialstatementsarereliableindicatorsofasmallfirm’shealth.SeePage36:lastparagraph.5.Learntomanagepeopleeffectively(要懂得如何有效地管理人力資源)Nomatterwhatkindofbusinessyoulaunch,youmustlearntomanagepeople.Everybusinessdependsonafoundationofwell-trained,motivatedemployees.Nobusinessownercandoeverythingalone.HowtoAvoidthePitfalls6.Keepintunewithyourself(要事業(yè)、生活兩得意)(1)Yourbusinesssuccesswilldependonyourconstant(不斷的)presenceandattention(注意),soitiscriticaltomonitoryourhealthclosely.Stress(壓力)isaprimaryproblem,especiallyifitisnotkeptincheck(沒控制好).HowtoAvoidthePitfalls(2)Youshouldmanagetimeeffectivelyandmakeyourcompanymoreproductive.(3)Youshouldhavepassionindoingthebusiness.Question:1.Trytoexplainthecontentsof“keepintunewithyourself”.2.Ifyoufeelstressful,whatwillyoudo?Homework:Page38:2,7，9,11,14Homework:Page382.Whatisanentrepreneur?7.Whatisasmallbusiness?Whatcontributionsdotheymaketooureconomy?9.Outlinethecausesofbusinessfailure.Whichproblemscausemostbusinessfailures?11.Howcanthesmallbusinessowneravoidthecommonpitfallsthatoftenleadtobusinessfailures?14.Areyouinterestedinsomebodylaunchingasmallbusiness?Ifso,when?Whatkindofbusiness?Describeit.Whatcanyoudotoensureitssuccess?Chapter2InsidetheEntrepreneurialMind:FromIdeastoReality（第二章:企業(yè)家精神思想的內(nèi)部：從想法到現(xiàn)實(shí))1.Oneofthetenetsofentrepreneurshipistheabilitytocreatenewandusefulideasthatsolvetheproblemsandchallengespeoplefaceeveryday.Entrepreneursachievesuccessbycreatingvalueinthemarketplacewhentheycombineresources(配置資源)innewanddifferentwaystogainacompetitiveedgeoverrivals（競(jìng)爭(zhēng)者）.EntrepreneurscancreatevalueinanumberofInsidetheEntrepreneurialMind:FromIdeastoReality

ways--developingnewtechnology,discoveringnewknowledge,improvingexistingproductsorservices,findingdifferentwaysofprovidingmoregoodsandserviceswithfewerresources,andmanyothers.Indeed,findingnewwaysofsatisfyingcustomers’needs,inventingnewproductsandservices,andcreatingnewtwists(主意)onexistingproductsandservicesarethehallmarksoftheentrepreneur.Forinstance,whileonabusinesstrip,Michael

InsidetheEntrepreneurialMind:FromIdeastoRealityDiFranzasteppedontoanelevator,whichsoonwasfullofstrangers,allawkwardlystaringatthefloordisplaypanelinanattempttoavoidmakingeyecontactwithoneanother.Leaningagainstthebackwallwatchingthisamusingscene,DiFranzacameupwithasimpleyetinnovativeidea:WhynotdevelopanelevatorTVthatfeaturesnews,weather,Sports,stockquotes,and,ofcourse,advertisements?InsidetheEntrepreneurialMind:FromIdeastoRealityResearchinghisidea,DiFranzaknewtheconcepthadbusinesspotentialwhenhediscoveredthat575millionpeopleride600,000elevatorseachdayintheUnitedStates.DiFran