實用商務英語3：呈報提案

呈報提案 A Proposal to Your Superiors

新官上任三把火，Jennifer到了Action電器公司之後，準備把自己新想到的點子向老闆報告。這類提案的重點在於簡短明確；儘管你自信這份提案有力，事前仍需充分的準備，才能說服老闆採納你的建議。

音頻試聽：

正文

  Now that each of you has looked over my proposal, perhaps we could briefly go over it. One of Action's top-selling lines in Taiwan is its compact washer and dryer units, models TD369 and TW246. It's no secret that they sell well at home due to their compact size and high efficiency.

My idea is to market these best-selling products in the States. You may think most Americans prefer large washers and dryers, the main products of our competitors. By selling our combination units in the States, we can tap into markets with specialized needs, such as college students with small apartments, and single and elderly people who don't do a lot of laundry.

　My primary data suggests that the market is nowhere near its saturation point. This leads me to believe that there is a need which can be filled by our products.

Of course, more research needs to be conducted before we give this project the green light, but I think it's worth considering. Now I'd like to hear your views on the subject.

作業：看到劃線的句子了嗎？請翻譯這三句話。 

短語解說

It's no secret that … 大家都知道…

"secret"原意是‘祕密’；這個句型是口語的說法，用在句首，表示要說明一項大家都熟悉的事實。
It's no secret that Formosa Chemicals wants to take over the American company.
大家都知道寶島化學藥品要接管這家美國公司。

tap into 打入(市場)，開拓生意

"tap"這動詞原意有‘開闢土地；開發生意’的解釋；"tap into"在此是個商業用語，指進入一尚未開拓的新市場。
If we can tap into the children's market before our competitors, we can make a lot of money.
如果我們能比競爭者先打進兒童市場，我們就能賺大錢。

specialized needs 特別的需求

這種‘特別’需求，是指一般大衆商品所不能滿足者。在市場行銷上，是指某類型的消費者因有特定的消費習性及生活方式，故需要特別的商品；像本文中所指之學生和老年人，會偏向選擇小型而非大型的洗衣機，即是一例。
As the population diversifies, the number of consumers with specialized needs grows.
由於人口多樣化，需要特定商品的消費者也愈來愈多了。

primary data 初級資料

這也是商業專有名詞，指市場行銷中，爲某個特定的研究計劃所蒐集的第一手資料。另一種"secondary data"：次級資料，則是指他人已蒐集整理之資料。
Your primary data looks good, but we'd like to see a more thorough analysis.
你的初級資料看來不錯，但我們想看看更徹底的分析報告。

saturation point 飽和點

"saturation"：飽合，"saturation point"一詞是指市場中的商品數量已經足夠供應消費者的需求。
When one market reaches its saturation point, we must find new markets.
當一個市場到達飽和點，我們就得找新的市場。

the green light 贊同，同意

這是俚語用法，‘綠燈亮’，表示可通行，因此引申爲‘同意某事之進行’。
As soon as you receive the green light, you can begin planning your sales trip.
一旦你的計劃通過，你就可以開始安排商務出差了。 

句型總結

●　 開場白
1. Perhaps we could briefly go over it.
2. Let's have a look at the proposal.
3. Why don't we first go over the proposal?

說話者應採建議的語氣，請大家來參與某事，而非強制進行。說話者通常還以書面資料作爲談話的開場白。

●　 表達構想
1. My idea is to market these best-selling products in the States.
2. What I'd like to do is to market these best-selling products in the States.
3. My plan is to sell our top products to a new market in the States.

談到自己的構想時，要用最直接的方式說出來；重點是要清楚明確。句子以"My idea (plan) is..."開頭，清楚地表示自己的構想爲何。

●　 以實例佐證
1. This leads me to believe that there is a need which can be filled by our products.
2. The research points to the fact that our products will sell in this new market.
3. I can surmise, from the data that there is a definite new market for our products.

以實際調查研究證明自己的構想一旦付諸實行，必定可以成功。這句話的重點就在說明前面所提到的調查與這項提案間的相關性。

●　 期待響應
1. Now I'd like to hear your views on the subject.
2. I welcome your opinions on the subject.
3. What do you think about my proposal?

最後一段話的主要目的，是替自己的發言做一個總結，同時也很有禮地請其它參與的人士發表意見。"views", "opinions"均爲‘意見，看法'之意。

結構分析

一般而言，提案討論會中通常還有書面數據，所以演講詞可以依據你的書面數據來討論。一般步驟是這樣的：

1. 書面資料
以書面數據的重點做開場白。

2. 說明提案
說明自己的新構想。

3. 支持提案
以實際例子，如市場調查，來支持自己的提案。

4. 邀請發言
最後替自己的構想做總結，並且展開討論。