商务沟通-文字沟通

1、This document can be defined as “an organized presentation of information to a specific audience for the purpose of helping an organization achieve an objective” (Bowman & Branchaw, 1988, p. 12). A vice president asks subordinates to gather and analyze information needed to make an operational d

2、ecision.A human resources supervisor relies on the firms legal staff to interpret government requirements for completing a compliance report. A manager prepares a proposal for the company to bid on a government project.An administrator informs all subordinates about a new company policy on hiring te

3、mporary personnel. Many of these situations call for information to be gathered, analyzed and recommendations to be made.Because constraints are imposed by geography, time, and technical expertise, managers often rely on others to provide the information, analysis and recommendations they need for m

4、aking decisions and solving problems. Presents information/data/researchUses short, concise paragraphs and bullet-pointsA more standard format organized into separate sections (executive summary/ recommendation)A greater number of headings (including subheadings) and Visual aids (tables, lines, bar

5、chart, pie chart)Third person pronouns and no contractions or slangA length from five pages to several hundred Content designed for internal and/or external audiences Characteristics of Report: p295There are several major steps typically involved in writing a business report. These include: 1) plann

6、ing (including determining the scope and target audience)2) researching, organizing, evaluating and analyzing your information sources 3) drafting the body section4) devising conclusions and recommendations based on the findings5) further drafting and editing/proofreadingTherefore carefully consider

7、 your readers likely: prior knowledge and experience with the background information, technical language, concepts and contexts covered in the report interest in and possible opinions regarding the reports topic Ask yourself the following questions: What do my readers know and think about the topic?

8、 What background, definitions and other information do they need? What questions or objections might they raise about the issue/s? Is my audience internal, external or both? Is it for readers up, across or down the hierarchy of the organization and/or people from outside? If you can identify and ass

9、ess your audience well, then you can match your content, visuals and structure to their level of expertise. Keep in mind for example that the higher up the chain of command a report it goes, the more condensed and formal it should be. A more general audience, in contrast, needs less technical vocabu

10、lary and more explanation. In addition, if writing the report as a group, ensure consistency by agreeing about content, structure and presentation (including fonts and headings, line spacing and indenting) before drafting and also allocate each group member a specific role (including what area they

11、need to research). 1.Primary datais collected by the researcher to solve the specific problem at hand.first-hand sources from your own research. (i.e. interviews, surveys and observations) Secondary data is collected by someone else for some other purpose; It involves existing information based on o

12、ther peoples investigations World wide web and other internet resources Journal, magazine, newspaper Books/ Technical reports Brochures and pamphletsIt is very time-consuming and costly to gather primary data. Secondary data was used more conveniently than primary data. When we are collecting second

13、ary data, we should think about:1.What was the purpose of the study? Along with your key audience, you will also need to establish the key concepts and issues you are dealing with to generate keywords for your research. 2. How was the data collected?For the primary data, we can collect it by conduct

14、ing surveys, questionnaires, interviews, telephone inquiries and so forth.For the secondary data, it is usually good to search through variant channels such as searching engines, database, books, magazines, journals, and newspapers. 2. Allow time to read widely to locate the best resources rememberi

15、ng that your report should be supported by documented sources which are authoritative, current, reliable and relevant. In particular, to ensure objectivity, if you are doing a report on a particular organization, dont solely rely on information from them. 2. We are writing business report and also a

16、cademic report, therefore, dont use information from Wikipedia or Baidu because they are not authoritative. However, you can use books, journal articles, official websites, videos, tapes, newspapers, news from TV, E-books. For the timeliness of information, you should use resources within 10 years a

17、ccording to the timing in the case. You do have to make in-text reference to each source that you are using. How to become an effective communicator in business world?Searching the internet Jayproxy Google /学术搜索知网 校内网用户 图书馆/校内网用户/中文检索数据库/英文检索数据库 官方网站 Sony/Samsung/ Dell 市场营销学 4P SWOT 分析 2. Use more t

18、han 5 academic resources Dictionary can be one of them 1) Front matterCover Page Executive Summary Table of ContentsAppendices 2) Body of the Report Introduction Findings and Discussion Conclusions Recommendations 3) Back Matter Appendices (List of Figures) References1) IntroductionThe introduction

19、is where you give the reader of the task set and what you intend to cover.The introduction is a good time to include the statement of aims and objectives; this is when you say what you are planning to do andhow you are going to do it.Problem in introduction: no aim or objective bad example: This yea

20、r we see our sales down 30% on last year. The market generally was flat.useful sentences for introductione.g. This report aims to investigate the recent incident involving.e.g. The aim/purpose of the report is to e.g. Following your request, I write this report to e.g. The report will explain/show2)

21、FindingsFindings should contain the information that you found out as a result of your procedure. You will need to includethe facts and figures that have been collected during your report. Problems in findings-Fail to make a distinction between facts and opinionsEg: Facts: A new Ikea store opened. W

22、e do not have Danish brochures.A new IKEA store opened, attracting business away from other shops.We do not have Danish brochures, so people can not better understand and appreciate our products.Problems in findings-To Misunderstand the instructionPoor example:since the company has frozen orders, ou

23、r biggest customer wants more commission 25%. The mainly reasons are that a new Ikea store recently opened near Copenhagen, but we did not have Danish brochuresProblems in findings-To Misunderstand the instruction1.Market generally flat (not the reason, but results)2.Has frozen orders (not an indepe

24、ndent reason, related to the demand of commission increase) (pay attention to the punctuation)3.Ikea is not the company but its competitor. 4.Across the boardUseful phrases for findings:This is due toThe reasons for this are as followsReasons for this includeSample: Studies have shown that two third

25、s of new small business ventures are not in business more than five years. The principal reasons for small business failure in Australia include:3) ConclusionProblem: No summary of the findings Cause: Writers do not see the need to repeat information. Reason: Busy report readers may not read all of

26、the report, especially the Findings. They may jump to the conclusion, and therefore miss important information. e.g. In conclusion, the findings show that staff are not satisfied with the . 3) ConclusionProblems: misunderstand the instructionPossible contract with big hotel chain refurnishing twelve

27、 hotelsWe also have the prospect of a contract with a chain of hotels, which is about to refurnish twelve hotels here.Useful sentences for recommendation:Consequently, I would like to proposeOur recommendations are as follows:My advice for isI would like to make three recommendationsRecommendations

28、could have an introductory sentence or paragraph linking them back to the Conclusion and outlining the areas; e.g. Due to the customer complaint and the lack of guidelines to prevent untrained sales staff from serving customers, the following recommendations are made concerning compensating the cust

29、omer and revising the guidelines. SMART RecommendationsRecommendations, like Objectives, should be SMART - Specific, Measurable, Achievable, Result-oriented and Time-bound: Specific:You should state the method for implementing your recommendation. Bad examples: We should increase sales. We should ta

30、ke appropriate measures to increase staff satisfaction so as to increase morale. Good examples: We should increase sales through a marketing campaign. We should improve staff morale by setting up a suggestion scheme, then rewarding and implementing good suggestionsBad example from assignment:I sugge

31、st that we should do somethingMeasurable:Although some things in business are difficult to measure, such as reputation, goodwill, knowledge and quality, your recommendations will be more persuasive if they are measurable.Bad examples: We should increase sales. We should take appropriate measures to

32、increase staff satisfaction so as to increase morale. Good examples: We should increase sales by spending 10% more on advertising. According to our experience with our recent advertising campaigns, this will generate an extra 15% in sales. We should improve staff morale by increasing the pay increme

33、nt for each additional year of service. This would discourage staff from leaving. Achievable: Achievable: Recommendations should not involve too Recommendations should not involve too little time, or too much money, labour, little time, or too much money, labour, facilities or riskfacilities or risk

34、. Bad examples: We should re-train all sales staff. We should offer the customer a 20% discount on all future orders. Good examples: We should re-train sales staff who consistently do not meet sales targets. We should offer the customer a single-use voucher worth 5% of the price of the faulty goodsR

35、esult-oriented:The recommendation should provide good results for stakeholders: Bad example from the scenario above: We should fire the salesperson. (This would not solve the underlying problem of allowing untrained staff to serve customers.) Good example: We should set up procedures so that new sal

36、espeople are not allowed to serve customers until they have finished their training, and new salespeople should always be accompanied by an experienced sales person for the first month of their service. Time-bound:The recommendation should set realistic deadlines for completion of suggestions. Bad e

37、xample from the scenario above: The salesperson should not serve customers. Good example: Salespeople should not serve customers until they have finished their training.Which market segment or product line that SCH should target?Should SCH cover all the segments or product lines in color TV market?

38、Low end or High end, or medium end?How should SCH develop the segment? 4PS?Price, promotion, product, placeAction planDell has its own very effective execution which could be reflected by the direct model. Meanwhile, there are opportunities in servers, portfolio services, and international market. However, it was estimated that 25%-30% grow rates of the past may not be attainable in the future. For company like Dell, should it develop a strategy that could grasp the opportunity to keep its grow rate while maintaining