Understanding business activity
IGCSE Business Studies Topic 1 17:51 English narration · English + 中文 subtitles burned in
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Transcript
Look at any high street.
看看任何一条商业街。
Shop after shop, all selling something, all chasing the same customers.
一家挨着一家的店铺，都在卖东西，都在争夺同样的顾客。
Every one of them is a business.
它们每一家都是一个企业。
But what is a business really for?
可是，企业到底是为了什么？
And why does any of it exist at all?
这一切又为什么会存在？
Think of everything you would like to own.
想一想你希望拥有的所有东西。 一部手机。
A phone. A bigger home.
一个更大的家。
A holiday every year.
每年一次旅行。
The list never stops — human wants are unlimited.
这个清单永远列不完——人的欲望是无限的。
Now look at what the world actually has. Land, workers, machines, money.
再看看世界上真正拥有的东西： 土地、工人、机器、金钱。
Those resources are scarce.
这些资源是稀缺的。
Unlimited wants against limited resources: that is the economic problem.
无限的欲望对上有限的资源， 这就是经济问题。
So every business must choose.
所以每一家企业都必须做出选择。
Here is the plan.
这是本节的安排。
First, what business activity is for, and the four things every business needs.
首先，企业活动是为了什么，以及每家企业都需要的四样东西。
Then scarcity, choice and added value.
然后是稀缺、选择和增值。
Then the three sectors.
接着是三大产业。
Then who owns a business, and who carries the risk.
然后是企业归谁所有，谁来承担风险。
Then how a business grows.
再讲企业如何成长。
And last, big firms, and everyone who cares about them.
最后是大企业，以及所有关心它的人。
A business turns resources into the goods and services people need or want.
企业把资源变成人们需要或想要的商品和服务。
It brings together four factors of production.
它把四种生产要素组合在一起。
Land is everything natural — fields, water, oil.
土地是一切自然的东西——农田、水、石油。
Labour is the work of people.
劳动力是人的工作。
Capital is money, and the machines and buildings it buys.
资本是钱，以及用钱买来的机器和厂房。
Enterprise is the owner's idea and the risk they take.
企业家才能是所有者的想法， 以及他们承担的风险。
Because resources are scarce, a business must choose.
因为资源稀缺，企业必须做选择。
This firm can spend its money once.
这家公司的钱只能花一次。
It buys a new machine, so it cannot also rent a bigger shop.
它买了新机器，就没法同时再租一间更大的店铺。
The shop is given up, and that is the opportunity cost: the next best choice you did not take.
店铺被放弃了， 这就是机会成本：你没有选的那个次优选择。
In the exam, name one thing given up, not a list.
考试时只写一个被放弃的东西，不要写一串。
Added value is the selling price minus the cost of the materials bought in to make the product.
增值等于售价减去为制造这件产品而买进的原材料成本。
In this bar, the blue block is what the materials cost. The green block on top is the value the business added.
在这个柱状图里， 蓝色那块是原材料的成本，上面绿色那块就是企业增加的价值。
A firm raises it by charging more — a strong brand, better design — or by paying less for its materials.
企业要提高它，可以卖得更贵——靠有力的品牌、更好的设计—— 也可以把原材料买得更便宜。
Start with four words that a question can turn on.
先看四个词，题目可能就卡在它们上面。
Goods are physical things you can touch — bread, phones, cars.
商品是你摸得着的实物——面包、手机、汽车。
Services are useful actions done for you — a haircut, a bus ride, a doctor's visit.
服务是别人为你做的有用的事——理发、坐公交、看医生。
Now the other pair.
再看另外一对。
Needs are things you must have to live: food, water, shelter, clothes.
需要是你活下去必须有的东西：食物、水、住所、衣服。
Wants are things you would like but can live without: a holiday, a games console.
欲望是你想要、但没有也能活下去的东西：一次度假、一台游戏机。
Putting them together gives you the purpose of business activity: to use resources to make goods and services, so that people's needs and wants are met.
把它们合起来，就得到商业活动的目的：利用资源生产商品和服务， 以满足人们的需要和欲望。
To produce anything, a business brings together four factors of production.
要生产任何东西，企业都要把四种生产要素组合起来。
Land means natural resources — farmland, water, oil, minerals.
土地指的是自然资源—— 农田、水、石油、矿产。
Note it is not just ground.
注意它不只是地面。
Labour is the work of people: workers and managers.
劳动力是人的工作：工人和管理者。
Capital is money and the man-made tools bought with it — machines, factories, vehicles.
资本是资金，以及用它买来的人造工具——机器、厂房、车辆。
And enterprise is the skill to bring the other three together and take the risk.
而企业家才能，是把前面三样组合起来并承担风险的本事。
That last one is easy to forget, but it is the one that turns three separate resources into a working business.
最后这一样最容易被忘掉，可正是它把三种各自独立的资源变成了一家能运转的企业。
People's needs and wants are unlimited.
人们的需要和欲望是无限的。
But resources are scarce — there are simply not enough of them for everything.
可是资源是稀缺的——根本不够满足所有的需求。
That is the economic problem, and it is worth learning as those two sentences.
这就是经济问题，值得把它当作这两句话记下来。
Because resources are scarce, you must always choose; you cannot have everything.
因为资源稀缺， 你就必须做选择；你不可能什么都要。
And whenever you choose, you give something up.
而只要做了选择，你就放弃了什么。
The opportunity cost is the next best choice you give up.
机会成本就是你所放弃的次优选择。
Take a business with some money that spends it on a new machine.
比如一家企业有一笔钱，把它花在了一台新机器上。
It now cannot also spend that money on a bigger shop.
那么这笔钱就不能同时用来开一家更大的店。
The bigger shop is the opportunity cost — the NEXT best option, not everything else it might have done.
这家更大的店就是机会成本—— 是次优的那一个选项，而不是它本来可能做的所有其他事情。
A chair maker buys the wood and fabric for one chair for forty pounds, and sells that chair for one hundred and ten pounds.
一位家具工人买一把椅子的木料和布料花了四十英镑，把这把椅子卖了一百一十英镑。
The factory rent is six thousand pounds a month.
工厂的租金是每月六千英镑。
Find the added value per chair.
求每把椅子的增值。
Start with the rule: selling price minus the cost of bought-in materials.
先用规则： 售价减去买进的原材料成本。
Now watch the rent.
现在注意租金。
Rent is a running cost, not a material bought in for the chair, so it stays out.
租金是日常开支， 不是为这把椅子买进的原材料，所以不算进去。
Take one hundred and ten, subtract forty.
用一百一十减去四十。
The added value is seventy pounds.
增值是七十英镑。
That is not profit — rent and wages still come out of it.
这不是利润——租金和工资还要从里面付出去。
Added value is the selling price minus the cost of the bought-in materials.
增值等于售价减去外购材料的成本。
A question will often ask HOW a business can increase it, and there are three routes.
题目常常会问企业该如何提高它，有三条路子。
Raising the price, most often through a strong brand or better design — people pay more for the same materials.
提高售价，最常见的办法是靠一个强势的品牌或者更好的设计—— 同样的材料，人们愿意付更多的钱。
Lowering the cost of materials, for example by finding cheaper suppliers.
降低材料成本，比如找到更便宜的供应商。
Or improving the product so customers are willing to pay more.
或者改进产品，让顾客愿意出更高的价。
Notice that two of the three work on the selling price and only one works on the cost — brand is doing a lot of the work in real businesses.
注意三条里有两条是在售价上做文章， 只有一条是在成本上——在现实的企业里，品牌承担了很大一部分作用。
A business is more likely to succeed when it has three things.
一家企业要更有可能成功，需要三样东西。
Good management — skilled leaders who plan well.
良好的管理——有能力、会规划的领导者。
Enough finance — money to pay the bills WHILE it grows, which is a different thing from being profitable.
充足的资金——在成长过程中付账单的钱，这和赚不赚钱是两回事。
And a product customers want, with an edge over the competition, meaning the other businesses selling similar things.
以及顾客想要的产品，并且相对竞争者有优势，竞争者指的是卖类似东西的其他企业。
A business may fail and close when it runs out of cash, manages money badly, or cannot compete.
当一家企业现金用光、资金管理不善，或者竞争不过别人时，它就可能倒闭关门。
And if you are asked for the most common causes, name two: weak management and poor cash control.
如果题目问最常见的原因，就说两条：管理薄弱和现金管理不善。
Classifying businesses starts with the three sectors of activity.
所有企业活动可以分成三大产业。
The primary sector extracts natural resources — raw materials — from the earth: farming, fishing, mining.
第一产业从地球上取得自然资源： 农业、渔业、采矿。
The secondary sector is manufacturing: turning those raw materials into goods, in factories and building.
第二产业把它们做成商品：工厂和建筑。
The tertiary sector gives services: shops, banks, transport.
第三产业提供服务：商店、银行、运输。
As a country grows richer, jobs move along this line, towards services.
随着国家变富， 就业沿着这条线往服务业移动。
When the secondary sector shrinks, we call it de-industrialisation.
当第二产业萎缩时，我们就叫它去工业化。
The importance of each sector changes as a country grows richer, and this is a favourite question.
随着一个国家变富，各个产业的重要性会发生变化，而这是一道很受欢迎的考题。
In a developing economy — a poorer country building up its industry — the primary sector is often large, with many people farming.
在发展中经济体——一个正在建立工业的较穷国家——第一产业往往很大，很多人务农。
As the country grows, the secondary sector grows too, and factories take over.
随着国家发展，第二产业也跟着壮大，工厂占了上风。
In a developed economy — rich and industrialised — most people end up working in the tertiary sector, in services.
在发达经济体——富裕而且工业化——大多数人最终在第三产业、也就是服务业里工作。
And there is a term for the last shift: de-industrialisation is when the secondary sector shrinks while the tertiary sector grows.
而最后这一步转变还有一个专门的词：去工业化，指的是第二产业萎缩、 而第三产业增长。
It has happened across many developed economies as factories moved abroad.
在许多发达经济体里，随着工厂迁往海外，这件事已经发生了。
Businesses also split by who owns them.
企业还可以按所有者来划分。
The private sector is owned by private people and companies, and most of them aim to make a profit.
私营部门由私人和公司所有，大多数以盈利为目标。
A public sector organisation is owned by the government and aims to serve everyone — state schools, public hospitals.
公共部门由政府所有，目标是为所有人提供服务——公立学校、公立医院。
A government-owned business is called a public corporation.
政府所有的企业叫做国有企业。
Other forms of organisation exist too: co-operatives, franchises and social enterprises.
此外还有别的组织形式：合作社、特许经营和社会企业。
An entrepreneur is a person who sets up a business and takes the risk of running it.
企业家是创办企业并承担经营风险的人。
Successful ones usually share five traits: willing to take risk with their own money, hard-working and persistent, innovative, confident and good at deciding, and well organised.
成功的企业家通常有五个共同点： 愿意拿自己的钱去冒险、勤奋而且不轻易放弃、有创新精神、自信并且善于决断， 以及做事有条理。
A business plan is a document describing the business and its future — the idea and objectives, the product, the market, who will run it, and a plan for the money.
商业计划书是一份描述企业及其未来的文件—— 创业想法和目标、产品、面向的市场、由谁来经营，以及资金计划。
It has two main uses, and a question wants both.
它有两个主要用途，题目两个都要。
It makes the owner think carefully and plan ahead.
它逼着创办者认真思考、提前规划。
And it helps raise finance, because banks and investors want to see a plan before they lend.
而且它有助于筹集资金，因为银行和投资人在放贷之前都想看到一份计划书。
Finally, because new businesses create jobs, governments often support start-ups with grants that need not be repaid, low-interest loans, training and advice, and lower taxes early on.
最后，由于新企业能创造就业，政府常常扶持初创企业： 不用偿还的补助金、低息贷款、培训和咨询，以及最初几年的税收优惠。
There are three ways of measuring the size of a business, and the marks are usually in the LIMITATION rather than the measure.
衡量一家企业规模有三种方法，而分数通常在于说出它的局限，而不是那个方法本身。
The number of employees: just count the staff — but a high-tech firm can have very few staff and a huge output.
员工人数：数一数员工就行——但一家高科技公司可能员工很少，产量却极大。
Revenue, meaning the value of everything sold — but a firm selling cheap goods may sell a great many and still be small.
收入，也就是卖出去的全部东西的价值——但卖廉价商品的公司可能卖出很多，规模却不大。
Capital employed, the total money invested in the business — but that is hard to compare between different industries.
所用资本，也就是投入企业的资金总额——但这在不同行业之间很难比较。
So each one has a weakness, and a good answer names the measure AND why it can mislead.
所以每一种都有弱点，而一份好的答案会同时说出这个衡量方法，以及它为什么可能误导人。
Now the types of business organisation. Inside the private sector, the law splits them in two.
在私营部门内部，法律把企业分成两类。
Unincorporated firms are not separate from their owner: the sole trader, owned by one person, and the partnership, owned by two or more.
非法人企业与所有者不分开： 独资企业由一个人拥有，合伙企业由两个或更多人拥有。
Incorporated firms are separate in law: the private limited company, whose shares stay in a small group, and the public limited company, whose shares anyone can buy.
法人企业在法律上是独立的： 私人有限公司的股份留在一小群人手里，公众有限公司的股份任何人都能买。
Say a business fails, owing money it cannot pay.
假设一家企业倒闭了，欠的钱还不上。
Now that split really matters.
这时候这个区分就非常要紧。
With unlimited liability — a sole trader or a partnership — the owner is personally responsible.
在无限责任下——独资企业或合伙企业——所有者要用个人财产负责。
The debt can reach their savings, their car, even their house.
债务可以追到他的存款、他的车，甚至他的房子。
With limited liability — a private or public limited company — the owner loses only the money they put in. Their own things are safe.
在有限责任下—— 私人有限公司或公众有限公司——所有者只会损失投进去的钱，个人财产是安全的。
Three other forms also appear: a franchise, a joint venture, and a social enterprise.
另外还有三种形式：特许经营、合资企业和社会企业。
Someone has to start it.
总得有人把企业办起来。
An entrepreneur sets up the business and carries the risk.
企业家创办企业，并承担风险。
Examiners want five things: takes risks, hard-working, innovative, confident, well organised.
考官要的是五点：敢冒风险、勤奋、创新、自信、有条理。
Before opening they write a business plan — the idea, the product, the market, the money — which a bank wants to see before it lends.
开业之前他们会写一份商业计划书——想法、产品、市场、资金—— 银行放贷之前正想看这个。
Governments help new firms with grants, cheap loans and training.
政府会用补助金、低息贷款和培训来帮助新企业。
How big is a business?
一家企业有多大？
Count the employees, add up the revenue, or look at the capital employed.
数员工人数、加总收入，或者看所用资本。
Every measure has a weakness.
每种衡量方式都有弱点。
Internal growth is the firm growing by itself — more branches, more products. Slower, but safer.
内部增长是企业靠自己长大——开新分店、加新产品，慢一些，但更安全。
External growth is joining another business: a merger, when two firms agree, or a takeover, when one buys control. Then name the join.
外部增长是和另一家企业合到一起：双方同意叫合并，一方买下控制权叫收购。
Horizontal integration, same stage.
然后说清是哪一种。
Vertical integration, different stages.
横向，同一环节。 纵向，不同环节。
Conglomerate integration, different industries.
混合，完全不同的行业。
One pair of words explains where limited liability comes from.
有一对词能解释有限责任是从哪里来的。
An incorporated business has a separate legal identity from its owners.
法人企业在法律上有独立于其所有者的身份。
That phrase does real work: the business itself can own things and be taken to court, not the owners — and that is exactly why its owners get limited liability.
这句话是真的有用：企业本身可以拥有财产、可以被起诉，而不是所有者—— 这正是它的所有者能享有有限责任的原因。
An unincorporated business is not separate from its owner in law, so the owner and the business are the same thing, which is why the debts follow the owner home.
非法人企业在法律上与其所有者不分离， 所以所有者和企业是同一回事，这正是债务会跟到所有者家里的原因。
Now which is which: companies, both Ltd and plc, are incorporated.
再看哪个是哪个：公司，无论是私人有限公司还是公众有限公司，都是法人。
Sole traders and partnerships are unincorporated.
独资企业和合伙企业则是非法人。
Four types, each with a trade-off.
四种类型，每一种都有取舍。
A sole trader is owned by one person: easy and cheap to set up, keeps all the profit, makes all decisions, stays private — but has unlimited liability, finds it hard to raise finance, works long hours alone, and the business ends if the owner stops.
独资企业由一个人拥有：开办简单便宜、利润全归自己、 所有决定自己做、账目保密——但责任无限、融资困难、要独自长时间工作， 而且一旦所有者不干了，企业也就没了。
A partnership is two or more people sharing work, decisions and profit: more capital, shared ideas, still easy to set up — but usually unlimited liability, shared profit, and one partner's mistake affects everyone.
合伙企业是两个或更多人分担工作、 共同决策、分享利润：资本更多、想法可以交流、开办也容易—— 但通常责任无限、利润要分、而且一个合伙人的失误会连累所有人。
A private limited company, or Ltd, is owned by shareholders but cannot sell shares to the public: limited liability and easier to raise capital, at the price of more paperwork.
私人有限公司，简称 Ltd，由股东拥有，但股份不能向公众出售： 责任有限、融资比独资容易，代价是文书工作更多。
A public limited company, or plc, can sell shares to the public on the stock exchange: it raises very large amounts, but it is expensive to set up, its accounts are fully public, and the original owners can lose control to a takeover.
公众有限公司，简称 plc，可以在证券交易所向公众出售股份： 它能筹到非常大的资金，但设立昂贵、账目完全公开， 而且原来的所有者可能因被收购而失去控制权。
And shareholders may receive a share of the profit, called a dividend.
股东可能获得利润的一部分，称为股息。
Four more forms to recognise.
还有四种形式要认得。
A franchise: the franchisee pays to use the name, products and methods of an existing successful business, the franchisor.
特许经营：加盟商付费使用一家已经成功的企业——授权商—— 的名称、产品和经营方法。
The trade-off is a clean one — the franchisee gets a known brand, training and lower risk, but pays fees and a share of the profit and has less freedom.
这里的取舍很清楚——加盟商得到了知名品牌、培训和更低的风险， 但要交加盟费和分成，自由度也更小。
Many fast-food chains work this way.
许多快餐连锁就是这样运作的。
A joint venture: two businesses share the cost, risk and profit of ONE project while staying separate companies.
合资企业：两家企业共同承担一个项目的成本、风险和利润，而各自仍是独立的公司。
A social enterprise trades to help society or the environment, not only for profit, and puts most of its profit back into its social aims.
社会企业做生意是为了帮助社会或环境，不只是为了利润， 并且把大部分利润重新投入它的社会目标。
And in the public sector, a public corporation is a business owned and run by the government — a national rail or postal service — whose aims include serving everyone, not only making a profit.
而在公共部门， 国有企业是由政府拥有和经营的企业——比如全国性的铁路或邮政—— 它的目标包括为所有人提供服务，而不只是赚钱。
As a business grows, its cost per unit can fall — economies of scale.
随着企业成长，它的单位成本可以下降——这就是规模经济。
Five kinds to name.
有五种要能说出名字。
Purchasing: buying large amounts of materials brings a lower price.
采购：大批量购买材料能拿到更低的价格。
Financial: large firms borrow money more cheaply.
财务：大公司借钱的成本更低。
Managerial: the firm can afford expert managers.
管理：企业请得起专业的管理者。
Technical: it can use large, efficient machines.
技术：它能使用大型、高效的机器。
And marketing: the cost of advertising is spread over more goods.
还有营销：广告费用被摊到更多的商品上。
But if a business grows too big, the cost per unit starts to rise again — diseconomies of scale — and three reasons explain it.
但如果企业长得太大， 单位成本又会开始上升——这就是规模不经济——有三个原因可以解释它。
Communication in a huge firm gets worse.
庞大企业里的沟通变差了。
Workers feel less important and work less hard.
员工觉得自己不重要，干活也就没那么卖力。
And managers find the firm hard to control.
而管理者发现这家企业难以掌控。
Growing changes costs.
长大会改变成本。
Watch the average cost of one unit as output rises.
看单位产品的平均成本如何随产量变化。
The overheads are shared over more goods, so each one costs less — economies of scale, from bulk buying, cheaper borrowing, better managers and bigger machines.
固定开支被摊到更多产品上，所以每一件的成本更低——这就是规模经济， 来自大批采购、更便宜的借款、更好的管理者和更大的机器。
Grow too far, though, and the cost climbs back up: diseconomies of scale.
但如果长得太大，成本又会重新上升：这就是规模不经济。
A stakeholder is anyone affected by the business, or with an interest in it.
利益相关者是指任何受企业影响、或者对企业有利害关系的人。
The blue boxes are internal — owners and employees, inside the firm.
蓝色方框是内部的——企业里面的所有者和员工。
The green boxes are external — customers, suppliers, banks, government and the local community.
绿色方框是外部的—— 顾客、供应商、银行、政府和当地社区。
Every one of them wants something different.
他们每一方想要的都不一样。
An objective is a goal a business aims for, and you should be able to list them.
目标是企业想要达成的目的，你应当能把它们列出来。
Survival — staying in business, which is the main aim when a firm is new or times are hard.
生存——继续经营下去， 这是企业刚起步或者时势艰难时的首要目标。
Profit — earning more than it spends, and the main aim of most private firms.
利润——收入大于支出， 这是大多数私营企业的主要目标。
Growth and market share, which is the share of total sales in a market that one business holds.
增长，以及市场份额， 也就是一家企业在某个市场的总销售中所占的比例。
Customer service — keeping customers happy so they come back.
顾客服务—— 让顾客满意，这样他们会再来。
And social objectives, helping society or the environment.
还有社会目标，帮助社会或环境。
A social enterprise is a special case: it aims for three kinds together — economic, to earn enough to survive; social, for example giving jobs to people who find work hard to get; and environmental, for example cutting waste.
社会企业是个特例：它同时追求三类目标——经济上，要挣够钱活下去； 社会上，比如为那些难以找到工作的人提供就业； 环境上，比如减少废弃物。
A stakeholder is any person or group affected by a business, or with an interest in it.
利益相关者是任何受企业影响、或者对企业有利害关系的个人或团体。
Split them two ways.
把他们分成两类。
The internal ones are inside the business: owners or shareholders, who want good profit and a rising dividend; and employees, who want fair pay, safe work and secure jobs.
内部的在企业里面：所有者或股东，他们想要好的利润和不断增长的股息； 以及员工，他们想要公平的报酬、安全的工作和稳定的岗位。
The external ones are outside it: customers, who want good quality at a fair price; suppliers, who want to be paid on time and to get regular orders; the government, which wants businesses to obey laws and pay tax; the local community, which wants jobs but not pollution or noise; and banks, which want to be repaid.
外部的在企业外面：顾客，想要价格公道、质量好； 供应商，想要按时收到货款、拿到稳定的订单；政府，希望企业守法纳税； 当地社区，想要就业机会，但不想要污染和噪音；还有银行，想要收回贷款。
Learn what each usually wants — that is what a conflict question is built from.
要把每一方通常想要什么记住——冲突类的题目就是从这里出的。
Every business sets objectives: survival first, then profit, growth, market share, customer service, and social aims.
每家企业都会设定目标：先是生存，然后是利润、增长、市场份额、顾客服务， 还有社会目标。
But others have objectives too.
但有目标的不只是企业自己。
Owners want more profit, while workers want higher pay — and higher pay lowers profit.
所有者想要更多利润， 而工人想要更高的工资——工资涨了，利润就少了。
Owners want lower costs, while the community wants less pollution.
所有者想要更低的成本， 而社区想要更少的污染。
Customers want low prices, while suppliers want higher prices.
顾客想要低价格，而供应商想要高价格。
Good managers balance them.
好的管理者会在中间取得平衡。
One last thing, and it is worth a lot of marks.
最后一件事，它值很多分。
Take a real exam question. Brendan sells flowers; explain one way he could increase added value.
看一道真实的考题：布伦丹卖花， 请说明他可以用哪一种方法提高增值。
A business answer has three parts.
商务题的答案由三个部分组成。
First, knowledge — name the way: better packaging.
第一，知识——写出方法：更好的包装。
Second, application — tie it to his own shop and its flowers.
第二，应用—— 把它和他自己的花店、他的花联系起来。
Third, analysis — say why it works: customers think the flowers are worth more, so they pay more.
第三，分析——说明为什么有效： 顾客觉得花更值钱，所以愿意付更多。
Three parts, three marks.
三个部分，三分。
Three marks students lose every year.
学生每年都会丢的三个分。
First, added value is not profit — subtract only the bought-in materials, never the rent or the wages.
第一，增值不是利润——只减去买进的原材料， 永远不要减租金或工资。
Second, unlimited liability reaches the owner's own things, so say what could be lost.
第二，无限责任会追到所有者的个人财产， 所以要写清楚可能损失什么。
Third, always apply your answer to the business in the question: name the firm, name its product.
第三，一定要把答案落到题目里的那家企业上： 写出企业的名字，写出它的产品。
Do those three, and this topic is yours.
做到这三点，这个专题就是你的了。