国际商务英语(高等院校精品课程系列教材) 机械工业出版社 pdf 在线 2025 epub 免费 书籍 下载

本书介绍了常见的国际知名银行和国际经济组织、参与国际贸易推荐的营销知识，并按国际贸易流程介绍了国际贸易的谈判过程、商务合同及其写作技巧。本书还介绍了国际商务礼仪及商务技巧，为读者参与商务活动提供了一定的指导。此外，本书对一些国家的文化和商务习俗进行了简单介绍，以让读者具有国际视角。每一部分都配有阅读材料，涵盖冶金、化工、纺织等行业，以便读者了解这些行业的基础知识，扩大知识面，提高阅读能力，满足未来的工作需要。书中有关外贸实务对话及口语的练习、商务英语考试（BEC）口语的练习，可以提高读者的口语及应用能力。

本书针对国际经济与贸易、国际商务等经管类专业的本科生、MBA及国际贸易学的硕士生而编写，对参加自学考试的学生及其他从事或准备从事国际贸易的人员来说，也非常有参考价值。

前 言

教学建议

Introduction Globalization

PART 1 WORLD RENOWNED BANKS AND INTERNATIONAL ORGANIZATIONS

Chapter 1 The World-Renowned Banks

1.1 Citigroup

1.2 JPMorgan Chase

1.3 Bank of America

1.4 Barclays Bank

1.5 Hong Kong and Shanghai Banking Corp. Ltd.

1.6 Bank of China

1.7 Bank of Montréal

1.8 Swiss Bank Corp.

1.9 First Interstate Bank

1.10 Standard Chartered Bank

1.11 Deutsche Bank

1.12 Bank of England

1.13 Wells Fargo & Company

1.14 Industrial and Commercial Bank of China

1.15 China Construction Bank

1.16 Agricultural Bank of China

Chapter 2 International Economic Organizations

2.1 Comprehensive Economic Organizations

2.2 Organizations in Trade

2.3 Organizations in Finance

PART 2 INTERNATIONAL MARKETING

Chapter 3 Introduction of Marketing

Chapter 4 Analysis of Market Environment

4.1 Background of Market Environment

4.2 Relevant Knowledge

Chapter 5 Market Research

5.1 Pre-knowledge

5.2 Theory of Marketing

Chapter 6 Market Segmentation, Targeting and Positioning

6.1 Introduction

6.2 Relevant Knowledge

Chapter 7 The Marketing Mix

7.1 4P’s

7.2 Promotional Mix

Chapter 8 Distribution

8.1 Channels of Distribution

8.2 Wholesaling

Chapter 9 About E-commerce

9.1 Marketing for E-commerce

9.2 Relevant Knowledge

PART 3 PRACTICE OF INTERNATIONAL BUSINESS

Chapter 10 Principles, Structure, and Layout of Business Letters

10.1 General Principles of Business Communication

10.2 Structure of Business Letters

10.3 Layout of Business Letters

Chapter 11 Establishing Business Relations

11.1 Pre-knowledge

11.2 Correspondence Writing Guide and Specimen Letters

11.3 Dialogues

Chapter 12 Inquiries and Offers

12.1 Pre-knowledge

12.2 Correspondence Writing Guide and Specimen Letters

12.3 Dialogues

Chapter 13 Counter-offers

13.1 Pre-knowledge

13.2 Correspondence Writing Guide and Specimen Letters

13.3 Dialogues

Chapter 14 Shipment

14.1 Pre-knowledge

14.2 Correspondence Writing Guide and Specimen Letters

14.3 Dialogues

Chapter 15 Insurance

15.1 Pre-knowledge

15.2 Correspondence Writing Guide and Specimen Letters

15.3 Dialogues

Chapter 16 Terms of Payment

16.1 Pre-knowledge

16.2 Correspondence Writing Guide and Specimen Letters

16.3 Dialogues

Chapter 17 Complaints, Claims, and Settlement

17.1 Pre-knowledge

17.2 Correspondence Writing Guide and Specimen Letters

17.3 Dialogues

Chapter 18 Conclusion of Business

18.1 Pre-knowledge

18.2 Correspondence Writing Guide and Specimen Letters

18.3 Dialogues

PART 4 INTERNATIONAL TRADE THEORIES

Chapter 19 Classical Trade Theories

19.1 Mercantilism Theory

19.2 Absolute Advantage Theory

19.3 Comparative Advantage Theory

Chapter 20 New Classical Trade Theories

20.1 Heckscher-Ohlin Theory

20.2 The Leontief Paradox

Chapter 21 Modern Trade Theories

21.1 Product Life Cycle Theory

21.2 National Competitive Advantage Theory: Porter’s Diamond Model

21.3 New Trade Theory

21.4 Economies of Scale Theory

Chapter 22 Instruments of Trade Policy

22.1 Tariff Barriers

22.2 Non-tariff Barriers

PART 5 INTRODUCTION OF COUNTRIES ON THE BELT AND ROAD

Chapter 23 Countries on the Silk Road Economic Belt

23.1 Kyrgyzstan

23.2 Uzbekistan

23.3 Czech

23.4 Germany

Chapter 24 Countries on the 21st Century Maritime Silk Road

24.1 Republic of Korea

24.2 Myanmar

24.3 Ethiopia

24.4 Djibouti

24.5 Kenya

24.6 Uganda

24.7 Cameroon

Chapter 25 Other Countries in America

25.1 Mexico

25.2 Ecuador

Reference Answers

Bibliography

孙莹，管理学博士，北京科技大学教授，北京市高等学校教学名师。孙莹教授曾获得首届全国高校微课教学比赛北京赛区优秀奖，北京科技大学第一届教学名师奖、第七届本科教学奖标兵奖，是首批北京科技大学青年教师骨干人才。她主编和参编了多部教材与专著；多篇学术论文在SSCI和CSSCl及EI检索的期刊上发表；主持或参与完成多项国家、省部委及企业的科研项目。孙莹教授长期从事EMBA与MBA的教学，并在商务谈判和沟通方面拥有丰富的实践经验。

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书籍介绍

本书介绍了常见的国际知名银行和国际经济组织、国际贸易必备的营销知识，并按国际贸易流程介绍了国际贸易的谈判过程、商务合同及其写作技巧。本书还介绍了国际商务礼仪及商务技巧，为读者参与商务活动提供了一定的指导。

此外，本书对一些国家的文化和商务习俗进行了简单介绍，让读者具有国际视角。每一部分都配有阅读材料，涵盖冶金、化工、纺织等行业，以便读者了解这些行业的基础知识，扩大知识面，提高阅读能力，满足未来的工作需要。