下载文档原格式
体验商务英语综合教程3（第二版）Unit8-Reading翻译第一篇：体验商务英语综合教程3(第二版)Unit 8-Reading翻译激励优质员工一个组织鉴别、吸引和留住优质高绩效的能够开发制胜战略的员工的能力已经成为确保竞争优势的决定性因素。
与发掘相比，我们更容易对优质的员工下定义。
他们具有显而易见的无限精力与热情，即使在糟糕的日子里也能用他们的品质照透这一天。
他们充满点子，能够高速有效地完成事项。
除了鼓舞士气的讲话，他们还会以身作则启发他人。
像这样的员工能够把组织推向越来越好的高度。
问题是具备这种品质的员工对于竞争对手是充满吸引力的，很可能被竞争对手物色。
这样的员工流失所造成的财政冲击是巨大的，包括高昂的培训费用和生产力和灵感的流失。
然而，并非所有的效率高的员工都是被偷走，有一部分是自己离开的。
通常效率高的员工离开是因为组织不知道如何留住他们。
太多的雇主对于效率高的员工，尤其是对于那些年轻的员工的议事日程没有察觉到或是漠不关心。
组织应该考虑到这样的员工可能如何看待重要的激励因素。
金钱仍然是重要的激励因素，但是组织不应该认定它是唯一有影响的因素。
事实上，效率高的员工常常理所当然地认为他们会得到良好的财政配套。
他们会从其他来源寻求动机。
权力下放对于新人来说是尤其重要的驱动力。
效率高的员工会争取以创新意识感受到自己拥有一个项目。
聪明的雇主会提供这个机会。
工作的挑战是对于效率高的员工的另一个重要的动力。
如果这样的员工觉察出他们的组织对于前进方向没有意识，他们很容易就失去动力。
自我发展的平台应该被提供。
效率高的员工非常渴望增强技能和完善他们的简历。
为再生提供时间是组织留住效率高的职工的另一个重要的方式。
工作内容需要变化，创造性思维和掌握新技能的时间应该可得。
提供教练或者导师的做法表明组织对个体发展快速跟进的承诺。
个体在能够依靠好的行政支援的环境下表现良好。
他们不想感觉到他们为组织赢得的成功由于他人的不称职或者后勤保障区的疲软而丢失。
《体验商务英语综合教程》课程教学大纲一、基本信息课程编号: 024222007课程名称：体验商务英语综合教程3英文名称:Intermediate Business English Course Book课程性质: 专业基础课总学时：72学时学分：4学分适用对象：商务英语专业本科3年级学生先修课程：综合英语二、编写说明（一）课程的性质《体验商务英语综合教程》是为商务英语专业学生开设的一门专业基础课。
这门课程始于二年级下学期，与之前的综合英语课程衔接，使学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目的。
本课程横跨三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
（二）课程教学目标和基本要求本课程作为商务英语专业的基础必修课之一，从培养高级应用型商务英语人才的目标出发，理论联系实际，旨在帮助学生在掌握英语语言技能的同时，了解现代国际商务的现状，以达到在体验商务中学习语言、提高商务交际能力的目标。
本课程要求学生能够掌握重点词汇的英文表达，熟悉现代市场经济条件下商务活动的各个方面和时代课题，如全球化、国际营销、技术创新、营销策略、企业文化、市场竞争、经营风险、危机管理、电子商务等等。
为了达到这些目标，本课程要求学生积极参与课堂讨论，在阅读的基础上，通过角色扮演和案例学习等方式，在完成交际任务中复用所学语言知识，提高交际能力，将自己的经历和观点融入交际活动之中。
（三）课程的重点和难点本课程的讲授时间为三个学期，分别使用《体验商务英语综合教程》的第三册、第四册和第五册。
每册的学习量均为12个单元，单元设计以语言和商务技能为主线，商务词汇、语法的学习与讨论相结合，听力和阅读部分配有角色扮演等交际活动，最后是案例分析或技能运用。
本课程重点涉及体验式的教学和学习方式，学生在形式多样的任务活动中，掌握相关的商务词汇、提高商务英语的听力、阅读和写作能力，达到语言水平和商务技能的同时提高。
体验商务英语综合教程3 第二版重点词汇Unit1P6 AValue for money 花钱值得luxurious 奢侈的，豪华的timeless 不受时间影响的Well-made 做工考究的top of the range 高端的durable 耐用的inexpensive 便宜的cool 酷的Reliable 可靠的stylish 流行的(有型个性)fashionable时髦的（潮流时尚）Well-designed 精心设计的P7 ABrand loyalty 品牌忠诚度 the tendency to always buy a particular brand brand image 品牌形象 the ideas and beliefs people have about a brand brand stretching 品牌扩张 using an existing name on another type of product brand awareness 品牌意识 how familiar people are with a brandbrand name 品牌名字 the name given to a product by the company that makes itproduct launch 产品发布 the introduction of a product to the market product lifecycle 产品生命周期 the length of time people continue to buy a productproduct range 产品范围 the set of products made by a companyproduct placement 植入式广告 when products are used in films or TV programmes product endorsement 产品代言 the use of a well-known person to advertise productsBrand positioning 品牌定位P8Gross margins 毛利润Manufacturing 制造业Solely 唯一的Low-cost market 低成本市场Outsources 外包Licensing arrangement 特许授权Flagship store 旗舰店Offshore 离境；海外Country of origin 原产地Identify the marker 确定产品来源或制造者Simplify product handing 简化产品，操作和追踪Organize accounting 帮助组织进存货和做会计记录Offer legal protection 提供法律保护Unit2P14 B1 not enough leg .....room....... 没有足够的伸腿空间2 lost or delayed ......luggage......... 遗失或延迟行李3 long .......queues...... at check-in 签入时的长队列4 poor quality ........food......... and drink 质量差的食品和饮料5 no baggage ........trolleys...... available 没有可用的行李手推车6 overbooking of ........seats........ 超额预订座位7 flight delays and .......cancellations........ 航班延误和取消8 ....jet.....- lag 时差（飞机时差反应）P15 A1 subway h) underground 地铁2 city centre k)downtown 市中心区3 carry-on baggage i) hand luggage 手提行李4 one way f)single 单程票5 return j) round trip 往返旅行6 freeway a)motorway 高速公路，快车道7 rest room c) public toilet 公共厕所8 elevator b)lift 电梯，升降机9 coach class e) economy class 经济舱10 timetable d) schedule 时刻表11 car park g) parking lot 停车场 BEReading1 mass market 大众市场 niche market 缝隙市场/利基市场2 a steep climb 急剧攀升3 stem from 来自，起源于（因为）4 mass unrest 大规模骚乱5 mid-flight 飞行途中6 be at fault 对某事负责7 cabin ventilation 客舱通风设备8 optimum 最适宜的 9 aviation fuel 航空燃料10 be in the front line 奋战在第一线的人11 stiffer penalty 更严厉的惩罚12 concession 让步P19 skillsExtension 分机Be engaged 太忙而不能接电话，繁忙/电话占线UNIT3P22A reserved parking space 专用车位Flying business class 商务舱Have fixed working hours 有固定的工作时间P23Subsidiary子公司Head office 总公司Call centre 呼叫中心Distribution centre 分配中心Warehouse仓库Branches/outlets分店分销店Bureaucratic 官僚主义的Bureaucracy 官僚主义Centralised 中央集权的Conservative 保守的Decentralised 权力下放Democratic民主的Hierarchical 等级制度的Hierarchic 等级制度Impersonal 没有人情味的Marketing-driven 以市场为导向Progressive 进步的革新的P24Cutting-edge 尖端的前沿的Key ingredients 关键要素Budget report 预算报告Eliminated all perks and status symbol 取消特权和身份符号Rigorous exam 严格的考试Time management时间管理，budgeting，people skill 人际交往Decentralising responsibility and authority 下方责任和权利Autonomy 自主性Accountability 责任感Performance benchmarks 评判的标准Rate=evaluateP25Measuring performance业绩测定Benchmarks 基准merge 兼并Unit4P31Bottom line 底线Reinvent 改造Discount store 折扣商店Speciality retailers 专门零售商Discounter 折扣Floor space 房屋面积，建坪Vendor 小贩Booth 售货棚，临时货摊Seducing 吸引Merchandise 商品；货物；Upgraded 升级Fitting room 试衣间Lounge area 休息区Computer kiosk 公用电脑亭Shopping carts 手推车Wholesalers 批发商Retailers 零售商Kiosk 小卖部P33 ADownsize 缩小Downgrade 降级Decentralise 权力下放Deregulate 解除管制；解除控制；Upgrade 提升Reorganise 重组Retrain 重新教育，再教育；Redevelop 重建，重新开发；Relaunch 重启relocate 迁移；重新安置；Restructure 重建；调整；重组；B1.It is now so expensive to rent offices in the city center that many companies are relocating to the suburbs.2.The company has recently had to downsize its workforce. Reducing the number of employees is the best way to stay profitable in the current economic climate.3.Excellent customer service is vital to keep up with the competition. The company has introduced new working practices and is retraining all part-time staff.4.The seating plan in our office has been reorganized to accommodate new staff.5. Our product hasn’t been selling well recently. The marketing team has decidedto relaunch the product with a more up-to-date image.6. The company has noticed that too many decisions are made at head office. It is decentralizing the decision-making process so that branch managers are more involved at an earlier stage.7. The company has finalized the plans to redevelop the disused car park site. It is going to become a model in three-storey office block.8. The most successful change in Our company was the decision to restructure the company hierarchy. Now there is more opportunity for promotion.P35Open-plan-office 开放式办公室Hot-desking 办公桌轮用制Unit5毛利润Gross margin:diference between the selling price of a product and the cost of producting it经济衰退 recession: a period of time when business activity decreases because the economy is doing badly股份 shares: equal parts into which the capital or ownership of a company is divided欠款debt: money owed by one person or organisation to another person or organisation .股票市场 stock market: a place where company shares are bought and sold .投资 investment: money which people or organisations put into o business to make a profits每股收益 earings per share are a company's profits divided by the number of its shares预测 A forecast is a discription of what is likely to happen in the future . 破产 bankruptcy is when a person or organisation is unable to pay their debts 利息 A dividend is a part of the profits of a company paid to the owner of shares 税前利润 Pre-tax profits are the money a business makes before payment to the goverment收入 Revenues are money which businesses receive selling goods and servicesIn our home markets it has been another excellent year. forecast for Pre-tax profits are up by ￡ 23 million, and the ____forecast_______ _____________ the next quarter is equally good. Profits from abroad are down because of a _____recession_______ recession in Japan. However, our performance overall has been good, and the __earnings per share__ have dividend will be increased to 4.3p increased to 26.4p and the _____dividend______ per share, which will please our shareholders. We plan to issue new ___shares______ in order to finance expansion in Asia. We also plan to increase our __investment__ in plant andequipment before entering the Chinese market. We are particularly pleased with our performance in France and Germany where ___profits_______ have increased. As a result of using a new distributor, our costs fell, giving us a ________ gross margin_______ of 40 percent on our main product line. We will use any extra cash debt to reduce the level of our _debt______. Our performance in Italy should improve significantly following the _______ bankruptcy_____ of our biggest competitor. However, we should not become too satisfied with our share price as economic __revenues__ will continue to conditions remain uncertain and the __revenues_________ reflect this. Share prices will not rise in the short term.Unit8These days many applicants submit their(1)CV/resume speculatively to companies they would like to work for. In other words, they do not apply for an advertised job but hope the employer will be interested enough to keep their CV on file and contact them when they have a vacancy. When replying to an advertisement, candidates often fill in a/an (2)application form and write a/an (3)covering letter. The employer will then invite the best candidates to attend a/an(4)interview. Sometimes candidates will take a/an(5)psychometric test before the interview to assess their mental ability and reasoning skills. These days it is normal for successful candidates to have to work a/an(6)probationary period in a company. This is usually three or six month; after that they are offered a permanent post.Unit9书78页Barriers障碍 open borders开方便接 free port 自由港Developing industries 新兴行业 dumping 倾销 tariffs 关税Strategic industries 战略性行业 restrictions 限制Quotas 定额 laisser-faire 自由放任 liberalise 使自由Customs 海关 deregulation 解除管制 subsidise 补贴Regulations 监管市场 government intervention 政府干预。
Dear Sir,My name is Tadeusz. I read your employment on the internet, so I send you the letter to apply for a job. I’m 52 years old. I have wide experience in a variety of industries. I joined Fast-Track five years ago as Regional Manager for the south of Poland. I have been fairly successful, increasing sales by 12% over the five-year period. I can speak fluent Polish and English. I’m calm and relaxed, I moves and talks slowly and I’m a hard worker. I’m not creative but happy to get ideas from the creative members if a team.The reasons of subsidiary’s problem are Sales representatives are not motivated and staff turnover is high., the previous manager had no clear strategy for developing sales in the area and very few sales contracts were made.your signatureTadeuszI think the rank is c-a-d-b. Because in my mind, we should analysis the four countries.First is country B. The biggest advantage is the country has a stable government. It has a fully integrated road and rail network. It has a international airport but no seaport. There is a modern industrial country with many manufacturing industries. The population in the country is very small so there are not a lot of skilled labour available, but they have strong unions. Of course, the wage rates are high. Country B’s growth rate is 1.5% per year and inflation rate is 0.5%. The interest rates are 8%-10% and the unemployment rate is 3%.The country has a stable government. It is a member of a large trading group. There are strict new laws on pollution. There are no tax incentives for building new factories. The business tax is very high.The second is country C. Country C’s growth rate is 8% per year and inflation rate is 10%. The interest rates are 4%-6% and the unemployment rate is 12%. There are not much skilled labor available. They have very strong unions in the clothing industry. The wage rate is low but rising fast. The first tree elections for a democratic government were held last year. There are limits on the profits which companies can take out of the country. It’s small but well-managed airport and the road network needs investment. Not much paperwork required for importing and exporting goods. One of the advantages is that there is a strong protest movement against international companies, which are accused of harming local firms.Then, we talk about country A. Country A’s growth rate is 2% per year and inflation rate is 5%. The interest rates are 10%-15% and the unemployment rate is 25%-30%. It has good rail network but poor roads and new international airport. The main seaport is in poor condition. There are unskilled labour available and a lot of training needed for jeans production. They have no unions in most industries. The government will contribute 30% towards the cost of a new factory. The wage rate is very low. The country has a lot of debt and is trying to modernize its economy. The country has a military government. Bribery is common. Political problems: the people in the north want to become an independent state.The next is country D. There are problems air and water pollution. Profits are tax free for the first three years after a factory has been built. Companies must pay 5% of their profits into a fund for training their workers. Country D’s growth rate is 4% per year and inflation rate is 5%. The interest rates are 8%-12% and the unemployment rate is 12%. The government has started a big investment program for the transport system. It will take 5-10 years to complete. The government encourages the privatization of industry. There are large supplies of skilled workers, but they are not used to working long hours. They have strong unions. Besides, the wage rate is low. A lot of paperwork is required for new businesses.The last is country B. It has a fully integrated road and rail network. It has a international airport but no seaport. There is a modern industrial country with many manufacturing industries. There are not a lot of skilled labors available, but they have strong unions. The wage rates is high. The country has a stable government. It is a member of a large trading group. There are strict new laws on pollution. There are no tax incentives for building new factories. The business tax is very high. Besides, Country B’s growth rate is 1.5% per year and inflation rate is 0.5%. The interest rates are 8%-10% and the unemployment rate is 3%.Above all, I think country B is the most suitable location for the new jeans factory.。
Unit 1 GlobalizationI Teaching Objectives1．Master the vocabulary of globalization；useful language on managing telephone calls2．Be familiar with different views on globalization；3．Get to know the background of Boeing companyII Teaching procedureStep 1 Starting up: (15 minutes)1) Students are asked to figure out the meaning of the quotation. Then someone is asked to present his answer.2) Divide the students into groups of 4 to discuss the 4 questions.Step 2 V ocabulary: task A, B (10 minutes)1) Have the students do the exercise in pairs. (dictionary using allowed)2) check the answers with the whole classStep 3 Reading: Going global and Phone rage (40 minutes)1) Discuss the question in task A briefly with the whole class.2) Have the students do exercise C in the first reading and exercise B in the second reading3) check the answers with the whole classStep 4 Language review: Comparing (10 minutes)1) Briefly elicit some examples from every business life where comparing might be necessary,e.g. figures; products.2) students are required to do the task A3) Check the answer with all the students.Step 5 Case study (25 minutes)1) Ask students to think about what possible problems a large clothing company might have inthese areas.2) Elicit suggestions from the whole class and write them on the board.Unit 2 BrandsI Teaching Objectives1．Master the vocabulary of talking about brands；useful language in taking part in meetings 2．Be familiar with past simple and simple perfect3．Get to know some famous brandsII Teaching procedureStep 1 Check on the answers of last-week assignments (10 minutes)Step 2 Starting up:1) Ask students, working individually, to make a list of their five favorite brand.2) Ask students to discuss the advantages of branded goods for the manufacturer and the consumer(5 minutes)3) Do exercise CStep 3 V ocabulary (20 minutes)1) Students are given 15 to finish the exercises of task A &B2) Ask few students to present their answers.3) Give explanations to some difficult terms.Step 4 Reading: (15 minutes)Questions for discussion: How can manufacturers protect their brands from piracy?1) Read the article and do exercise B.2) Have the students do exercise C and DStep 5 Language review: past simple and present perfect (10 minutes)1) Students are supposed to finish task AStep 6 Additional reading material—What’s that smell?Unit 3 TravelI Teaching Objectives1．Master the terms irritating travelers when flying; sills of making arrangements on the telephone 2．Be familiar with the usage of ―will‖3．Get to know the background of EmiratesII Teaching procedureStep 1 Check on the answers of last-week assignments (10 minutes)Step 2 Starting up: (10 minutes)1) give explanation to the quote2) introduction on Anne Morrow LindberghBorn: 6/22/1906Birthplace: Englewood, New JerseyDied: Passumpsic, Vermont, 2/7/2001Known in her own right as a writer, she was also co-pilot and navigator for her husband, Charles Lindbergh. The couple met when Anne’s father was ambassador to Mexico when Lindbergh came to visit and took the family on sight-seeing flights. Under her husband’s tutelage, Anne earned her p ilot’s license in 1931.3) Have the students do exercise B and CStep 3 Reading: Free flight offer1) Background of Emirates AirlineEmirates Airline: Dubai（迪拜）based Emirates Airline is one of the fastest growing airlines in the world and has received more than 300 international awards for excellence since its launch in 1985. Emirates now takes you to more than 80 destinations in Europe, the Middle East, the Far East, Africa, Asia, Australasia and North America.Let students see a video recording about Emirates Airline2) New wordsincentive n. sth that encourages a person to work harder, produce more or spend more moneyvoucher n.a printed piece of paper that can be used instead of money to pay for sth, or that allows one to pay less than the usual price3) Get students do exercise of task AStep 4 Reading: Passengers behaving badlyNew Words1.abusive a. rude, offensive and insulting2.verbal a. relating to or in the form of words3.assault n. a violent verbal or physical attack4.frustrate v. cause (someone) to feel dissatisfied or unfulfilled5.storm v. move angrily or forcefully in a specified directionpel v. force or oblige to do something7.adrenaline n. 肾上腺素8.cramped a. uncomfortably small or crowded9.let rip: to speak or behave violently or emotionally or without restraint10.septuagenarian n. a person who is between 70 and 79 years old11.down to: be attributable to (a factor); be the responsibility of1) Skim and scan the article to find two examples of passengers behaving badly1.A business shot out the front tyres of a plane on the runway.2. A 70-year-old hit a steward because there was no more steak.2) Check the answersUnit 4 AdvertisingI Teaching Objectives1. To enable Ss to know about advertisements, to know what factors a successful ad contains2. To familiarize Ss with vocabulary concerning advertising media and methods3. Get to know outdoor advertisementsII Teaching procedureStep 1 Check on the answers of last-week assignments (15 minutes)Step 2 Quotation: Advertising is the greatest art form of the twentieth century.‖Marshall McLuhan (马歇尔·麦克卢汉) (1911—1980), Canadian author, educator, & philosopher : Canadian academic and commentator on communications technology, who developed theories about the role of the electronic media in mass popular culture. He is best-known for the studies institutionalized as the University of Toronto’s Center for Culture and Technology, where he was direct or from 1963. McLuhan’s works include UNDERSTANDING MEDIA (1964) and MEDIUM IS THE MESSAGE(1967), in which he argued that the form of media has more significant effect on society and knowledge than the contents carried. McLuhan prophesied（预言）that printed books would become obsolete, killed off by television and other electronic information technology.Step 3 Definitions of Advertising•Advertising is promoting a product, service, brand or store.•Advertising is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.•Advertising is defined in Webster’s dictionary ―as the action of calling something to the attention of the public especially by paid announcements, to call public attention byemphasizing desirable qualities so as to arouse a desire to buy or patronize: promote.‖Step 4 Types of Advertising•Informational advertising- describes a product’s objective characteristics—price, features, uses, etc.•Persuasive advertising - designed to shift consumers’ tastes –―Drink this beer and women will find you irresistible.‖ ― Drive this red sports car and men will love you.‖Step 5 Methods of advertisingTo reach the consumer, advertisers employ a wide variety of media. The most popular media, as measured by the amount of ad spending, are television, newspapers, direct mail, radio, Yellow Pages, magazines, the Internet, outdoor advertising, and a variety of other media, including transit ads, novelties, and point-of-purchase displays. Generally, newspapers are the most popular advertising medium, followed by television, magazines, radio, and outdoor advertising.Step 6 Discussion on the four adsStep 7 V ocabulary : Exercise BStep 8 ReadingExercise A, C and DUnit 5 EmploymentI Teaching Objectives1. Master the words or expressions related to employment2. Be familiar with past simple and past continuous3. Get to know ways to encourage new ideaII Teaching procedureStep 1 Check on the answers of last-week assignments (10 minutes)Step 2 Starting up: (5 minutes)1)―It is all one to me if a man from Sing Sing or Harvard. We hire a man, not his history.‖Henry Ford(1863—1947), American car manufacturer, was the American founder of the Ford Motor Company and father of modern assembly lines used in mass production. His introduction of the Model T automobile revolutionized transportation and American industry. He was a prolific inventor and was awarded 161 U.S. patents. As owner of the Ford Company he became one of the richest and best-known people in the world. He is credited with ―Fordism‖, that is, the mass production of large numbers of inexpensive automobiles using the assembly line, coupled with high wages for his workers. Ford had a global vision, with consumerism as the key to peace. Ford left most of his vast wealth to the Ford Foundation but arranged for his family to control the company permanently.2)Which factors do you think are important for getting a job? Choose the five most importantand give your reasons.age sex appearance astrological sign blood group referencescontacts and connections experience family background handwriting hobbies intelligence marital status personality qualifications sickness record3)Think about jobs you've had or you want to have and interviews you've attended. Ask eachother about your worst:Step 3 Reading: Choose the right candidate(20 minutes)1) Task B: Do people change during their working lives?‖Fundamentally, people stay the same. They may learn things, and later in life forget them, but basic abilities—such as language learning and numeracy—change little.2 ) Task C: What types of failures do companies experience, according to the article?People who panic; people with impressive qualifications who can't learn; hypochondriacs;unstable people; those who don't come up to expectations.3) What does a fine future behind them mean?That some people had potential when they were employed—but never realised that potential.4) Task DWord studyquick-tempered [ kwik 'tempəd ] a.性急的, 易怒的punctual ['pʌŋktjuəl] a.严守时刻的,准时的,正点的-- A punctual person always finishes everything ahead of time一个守时的人总是把事情提前做好。
第一单元欧洲制造除顶级奢侈品牌外几乎所有的时尚品牌都或者已经在亚洲生产，或者正在考虑这样做。
美国皮具制造商蔻驰（Coach）是一个典型的例子。
在过去的五年中，它通过完全在低成本市场生产已经提高了毛利率。
2002年3月它关闭了在波多黎各拉雷斯的工厂（公司拥有的最后一家工厂），将所有产品全部外包。
巴宝莉（Burber ry）在亚洲有许多特许授权安排，2000年它决定给日本三洋公司的特许授权延长十年。
这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。
但是同时，日本的顾客却偏爱该集团欧洲生产的产品。
为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。
在《金融时报》的采访中，许多企业高管表示，消费者认为顶级的奢侈品牌来自欧洲，在亚洲尤为如此。
古琦（Gucci）的多米尼克·德索尔说：“无论如何，亚洲的消费者只相信：奢侈品来自欧洲，而且一定是那里制造的最好。
” 古琦的控股公司（Pinaul t Printe mps Redout e）的首席执行官塞格·温伯格说，公司不会将古琦的生产线移到海外。
然而一些业内人士认识到，就算对豪华奢侈品牌而言，这种变化也将来临。
普拉达（Prada）的首席执行官帕特里齐奥·埃特里说：“‘意大利制造’的标签很重要，但我们真正提供的是一种风格，风格是文化的表现”。
因此，他认识到高品质的时尚产品并非总是要在意大利生产。
欧洲工商管理学院市场营销系的Am itava Chatto padhy ay教授说：“品牌就是消费者心中的一系列联想，其中之一就是原产地。
对于奢侈品，品牌的作用至关重要。
破坏它是一种弥天大罪。
