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1、高级商务英语阅读SupplementaryReadingsforChapter1TheLongMarch（1）ChineseCompaniesEstablishBrandAwarenessinOverseasMarketsTopBandWeeklyAugust27,2003ByLynnFurrow,GeneralManagerofTheHoffmanAgencyBeijingOfficeChinaexportsadizzyingarrayofpersonalcomputers,DVDplayers,refrige
2、rators,andconsumerelectronicgoods…yetmostpeopleoutsideofChinacan’tnameevenoneChinesebrand.AsmoreandmoreChineseenterprisespushtheirgoodsintooverseasmarkets,companiesarenowtryingtochangethis.LegendGroup,thelargestcomputermanufacturerandahouseholdnameinChina,iss
3、hootingtoincreaseoverseassalesfromsevento25percentofitstotalrevenue.Inexpandingoverseas,however,itencounteredabrandingdilemma:becauseothercompaniesinmanycountriesaroundtheworldhavealreadyregistered“Legend”,theChinesecompanywasforcedtodeviseanewEnglishnamethat
4、couldbeusedunrestrictedlyinmarketsworldwide.ThusonApril28th,LegendGroup’snewEnglishname“Lenovo”wasborn.Althoughitmayofferafreshstart,thenewnameerasestwodecadesofbrandbuildinginChinaandmuststanduptothestigmathatChinesecompaniesfaceoverseas:“‘Thebiggestchalleng
5、eistobuilduppeople’sconfidenceabouttheproduct,’saysAnnieChung,andanalystwithGartnerInc.inHongKong.‘TheyneedtogetawayfromtheChina-made,low-qualityimage.’”Netease.com,forexample,hadabumpyentranceintotheU.S.market.AfterlistingonNasdaqjustastheInternetbubblewasbu
6、rstingin2000,thecompanythenfacedanaccountingscandal,aclassactionsuit,andanorderfromNasdaqtosuspendtrading.WhenTedSuntookoverasactingCEO,hebroughtsweepingchangestouppermanagementandrestatedearningsinanefforttorestoreinvestorandcustomerconfidence.Acoupleofyears
7、later,investorsseemtohaveregained第1页共7页高级商务英语阅读faithafterthemanagementshake-up:thecompanyistradingagainatahandsome$31pershare--triplewhattheywerejustthreemonthsago.InrecentyearsSingaporeExhibitionServices,theorganizerofwell-knowntelecomeventsCommunicAsiaandBr
8、oadcastAsia,hasseenasteadyriseofChineseparticipants.Inthemonthsleadinguptothisyear’sevent,SESreporteda20percentjumpinthenumberofChinesecompaniessigneduptoexhibit,includingfamouscompaniess
