2. 外语
  3. 下面你将听到的是一段有关企业管理的讲话。 It stands to reason that for an organization to act intelligently, first and foremost, it must have a c

下面你将听到的是一段有关企业管理的讲话。 It stands to reason that for an organization to act intelligently, first and foremost, it must have a c

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问题 下面你将听到的是一段有关企业管理的讲话。
    It stands to reason that for an organization to act intelligently, first and foremost, it must have a clear and unambiguous sense of purpose.
    The leaders of the enterprise have to provide direction or a sense of destiny before they can harness the collective talents and skills of everyone to move forward. And unless that reason for existing resonates with the rank-and-file, not much forward momentum will be created.
    An organization’s sense of purpose has three distinct elements:
    First, a sound strategic concept which details why the organization has been formed and what it is hoped it will achieve. This may be articulated in a succinct and applicable mission statement.
    For example, Disney’s strategic concept is "to deliver a rich customer experience which is full of fun and fantasy delivered in a theatrical environment".
    To retain its relevance, the strategic concept should be systematically evaluated each year and updated to reflect new trends, threats or opportunities.
    Second, a workable value proposition by which the organization will convert the value it adds for customers into revenue. The value proposition is the organization’s promise to the marketplace.
    Third, a good business model which will provide the infrastructure by which the value proposition will be executed week-in and week-out.
    In an organization where these three elements are under constant evaluation and discussion, the leaders are able to respond to the evolving business environment appropriately.
    In practice, strategic vision is the capacity of an organization’s leaders to create," evolve and express the purpose of the business enterprise. If the leaders are incapable of evolving that business concept over time, the organization will drift from one idea to the next.
    Conversely, strong leaders will have a vibrant and robust strategic concept in place, value proposition and business model. They will bring to the task what can be termed "bifocal vision", that is, strong leaders will have the capacity to respond to the challenges of the present without losing sight of where the organization needs to be heading in the future.
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答案 显然，一个企业若要精明地运作，首先必须有一个明确而清晰的目标。 企业领导人要指出企业的方向或命运所在，才能调动并利用好众人的智慧和才能，不断前进。企业为生存而遵循的理念除非与普通员工产生共鸣，否则很难创造强劲的上升势头。 一个企业的目标，包含下列三大要素： 第一，健全的战略理念，用于详述企业成立的宗旨和期望达到的目标。可以是一句简练、适用性强的使命宣言。 例如，迪斯尼的战略理是“为顾客提供在戏剧性的环境中才能体验得到的、充满乐趣和幻想的丰富经历”。 为了切合实际，每年都应该对战略性理念进行系统的评估和更新，以使其反映新的趋势，新的挑战或新的机会。 第二，切实可行的价值主张，通过价值主张，企业把为顾客创造的价值转变成收益。价值主张是一个企业对市场所做的承诺。 第三，良好的商业模式，为价值主张的实现，提供日常可实施的框架。 一个企业如果经常对上述三大要素进行评估和讨论，其领导就能及时应对不断发生变化的企业环境。 在实践中，战略眼光指的是一个企业领导人创造、发展与表述企业理念的能力。如果领导人不能随着时间的推移而发展其商业理念，其企业就会随波逐流，无所适从。 相反，强有力的领导人会确立有活力的、健全的战略理念、价值主张和商业模式。他们的“双重”视野使其既能看到近期，又能考虑到未来。换言之，强有力的领导人有能力在应对当前挑战的同时，不失去对企业未来走向的判断。
解析     本文是一段有关企业管理的讲话。文中主要介绍了企业目标的重要性以及目标的三大要素：战略理念、价值主张、商业模式，并对这三大要素做出具体解释。同时还指出了企业领导人的战略眼光和魄力的重要性。
    本文要求应试者掌握一定的经济管理常识，要对经济管理的相关专门词汇和表达方式有一定的了解，这依赖于应试者平时的知识积累，是翻译的基本要求。此外，应试者还需要在短时间内，对长难句进行正确的理解、分析、简化或切分，把握好两种语言各自特色，完成双语间的转换；对于一些较为生僻的短语和表达法，不能死译、硬译，而应该充分联系上下文灵活变通，使译文通顺流畅。
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