Introduction to business management
International Baccalaureate · IB Diploma · Business Management · HL Topic 1 5:52 English narration · English + 中文 subtitles burned in
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Transcript
In 1995 Wang Chuanfu started BYD in Shenzhen with about twenty workers, making batteries for mobile phones.
1995 年，王传福在深圳创办比亚迪，当时约有二十名工人，生产手机电池。
It grew by building more factories, then by buying a small car maker in 2003.
它靠建更多工厂发展，2003 年又收购了一家小汽车厂。
By 2023 BYD sold more new-energy cars than any other company in the world.
到 2023 年，比亚迪的新能源汽车销量全球第一。
This unit shows the choices behind a story like that, what form a business takes, what it aims for, whom it must keep happy, and how it grows.
本单元讲这类故事背后的选择：企业采取什么形式、追求什么目标、要让谁满意，以及如何成长。
A business uses resources, people, buildings and machines, and money, to make goods or services people want.
企业利用资源，也就是人力、厂房机器和资金，生产人们想要的商品或服务。
Every business has four functions, human resources, finance, marketing and operations, and each is one unit of this course.
每家企业都有四项职能：人力资源、财务、营销和运营，各对应本课程的一个单元。
Businesses work in four sectors. Primary takes resources from the earth, secondary makes goods, tertiary provides services, and quaternary works with knowledge and information.
企业分布在四个产业部门：第一产业从自然界获取资源，第二产业制造商品，第三产业提供服务，第四产业处理知识和信息。
As a country develops, jobs move from the primary sector to the secondary and then the tertiary sector.
国家发展时，就业会从第一产业转向第二产业，再转向第三产业。
In 1980 sixty-nine per cent of China's workers were in the primary sector, and only thirteen per cent in services.
1980 年，中国百分之六十九的劳动者在第一产业，服务业只有百分之十三。
By 2023 the primary sector was down to twenty-three per cent, and services had risen to forty-eight.
到 2023 年，第一产业降到百分之二十三，服务业升到百分之四十八。
New businesses are started by entrepreneurs, who take the risk that they may fail.
新企业由企业家创办，他们承担失败的风险。
The most important difference between business types is liability, who pays the debts if the business fails.
各类企业最重要的区别是责任，也就是企业失败时谁来还债。
Sole traders and most partners have unlimited liability, so they pay from their own money, even by selling their home.
个体经营者和大多数合伙人承担无限责任，要用自己的钱还，甚至卖掉房子。
Shareholders in privately and publicly held companies have limited liability. They can only lose what they put in, because a company is a separate legal person.
私人控股公司和上市公司的股东承担有限责任，最多只损失投入的钱，因为公司是独立的法人。
Follow the car-repair business.
跟着这家汽修店走一遍。
It starts as a sole trader with twenty thousand of savings.
它最初是个体经营，用两万元积蓄起步。
After a year the owner takes a partner, who adds another twenty thousand and shares the work, but now each partner is responsible for the other's debts.
一年后店主找了合伙人，对方再投入两万元并分担工作，但现在每个合伙人都要为对方的债务负责。
When it opens a second workshop, the owners form a privately held company.
开第二家店时，店主们成立了私人控股公司。
Their homes are safe, but they must register the company and publish accounts.
他们的房子安全了，但必须注册公司并公布账目。
A social enterprise is a business whose main aim is to help people or the environment.
社会企业是以帮助人或保护环境为主要目标的企业。
It earns money by trading, but puts its surplus back into its aim.
它通过经营赚钱，但把盈余投回到目标上。
For-profit social enterprises include companies with a social aim and cooperatives, owned and run by their members.
营利性社会企业包括有社会目标的公司，以及由成员拥有和经营的合作社。
Non-profit ones include NGOs and charities, which also depend on donations and grants.
非营利性的包括非政府组织和慈善机构，它们还依靠捐款和资助。
HL students plan for a social enterprise in Paper 3.
HL 学生要在试卷三中为一家社会企业做规划。
A business sets its aims from the top down.
企业自上而下设定目标。
The vision says what it hopes to become, the repair garage every family trusts.
愿景说明它希望成为什么：全城家庭都信任的修车厂。
The mission says what it does, for whom and how.
使命说明它做什么、为谁做、怎么做。
Strategic objectives are long-term aims, thirty per cent of the local market within three years.
战略目标是长期目标：三年内拿下本地百分之三十的修车市场。
And tactical objectives are the shorter steps, opening on Saturdays and reaching four and a half stars online.
战术目标是更短期的步骤：周六营业，网上评分达到四点五星。
Corporate social responsibility means a business aims to act ethically towards workers, customers, the community and the environment, not only to make a profit.
企业社会责任指企业不只追求利润，还力求对员工、顾客、社区和环境负责。
The repair business recycles its oil and old batteries and trains two apprentices a year.
这家修车店回收所有废油和旧电池，每年培训两名学徒。
CSR costs money in the short term, but builds reputation and can avoid fines.
社会责任短期内要花钱，但能建立声誉，还能避免罚款。
Critics say some firms use it only for advertising.
批评者说，有些企业只是拿它做广告。
A stakeholder is anyone affected by what a business does.
利益相关者是受企业行为影响的任何人。
Internal stakeholders are inside it, owners, managers and employees.
内部利益相关者在企业里面：所有者、管理者和员工。
External ones include customers, suppliers, lenders, the government and the community.
外部的包括顾客、供应商、贷款方、政府和社区。
They often want different things.
他们想要的往往不同。
Saturday opening pleases customers and owners, but the mechanics lose their weekend.
周六营业让顾客和店主满意，但技工失去了周末。
So the owners agree a rota, one Saturday in four, and pay fifty per cent extra.
于是店主排了轮班，每人四个周六上一个，并多付百分之五十的工资。
Economies of scale are the fall in average cost as a business grows, from bulk discounts, better machines, specialist managers, cheaper borrowing and marketing.
规模经济指企业扩大时平均成本下降，来源包括批量折扣、更好的机器、专业经理、更便宜的借款和营销。
Average cost is total cost divided by output.
平均成本等于总成本除以产量。
One workshop costs twenty-six per repair. Two workshops cost twenty-one twenty-five.
一家店每次修车成本二十六，两家店降到二十一点二五。
But at five workshops it rises to twenty-three, because the owners can no longer watch every site.
但到五家店时又升到二十三，因为店主管不过来每个店了。
Those are diseconomies of scale.
这就是规模不经济。
Internal growth means new branches, products or customers, slow but safe.
内部增长靠开新店、推新产品或争取更多顾客，慢但稳妥。
External growth means joining other firms, faster but costly, and cultures may clash.
外部增长靠与其他企业结合，快但成本高，文化也可能冲突。
A merger joins two firms into one.
合并是两家企业合为一家。
An acquisition buys over half the shares, and a takeover is one the target does not want.
收购是买下一半以上的股份，对方不愿意的叫接管。
A joint venture creates a new firm together, a strategic alliance cooperates without one, and franchising sells the right to use a brand.
合资企业是共同成立新公司，战略联盟是合作但不成立新公司，特许经营是出售品牌使用权。
Joining firms at the same stage is horizontal, at different stages vertical, and in different industries conglomerate.
同一环节的企业结合是横向整合，不同环节是纵向整合，不同行业是混合整合。
A multinational company operates in more than one country, and the host country is where it opens.
跨国公司在多个国家经营，它开设工厂或办公室的国家叫东道国。
It can bring jobs, investment, technology, tax revenue and orders for local suppliers.
它能带来就业、投资、技术、税收和本地供应商的订单。
But profits may go home, local firms may not survive, and it may pollute or press the government.
但利润可能流回母国，本地企业可能撑不下去，它还可能造成污染或向政府施压。
A car factory may bring thousands of jobs, but if it closes ten years later the town loses most of them at once.
一座汽车厂可能带来几千个岗位，可如果十年后关闭，这个小镇会一下子失去大部分工作。
Check yourself without notes. Explain limited liability, write a vision and two objectives, calculate the average cost of two thousand repairs, and weigh the effects of a multinational.
不看笔记自测：用修车店解释有限责任；写出愿景、一个战略目标和一个战术目标；计算两千次修车的平均成本；再权衡跨国公司的利弊。