英语专业作业格式范例，第一次作业范例（商务、财经、法律英语方向）
说明
本范例涵盖项目设计及论文写作课程（商务、财经、法律英语方向）第一次作业各部分。每部分提供一至两个范例，并附点评。各范例均选自往届较好的论文，但文中仍有个别语言错误，且内容、结构和格式均以当时的学士论文要求为标准，因此范例仅供参考，请勿抄袭。在此谨对提供范例的学生表示衷心感谢！
Part One Problem Identification and Description
Sample
Description of Project Problem
The author is a frequent visitor to the Sunny Fitness Center and has been loyal to it since its establishment two years ago. The business is facing some problems recently due to fierce competition in the market. So the author decided to use the center as the subject for the practical business project design.
The center has plenty of first-rate fitness equipment and a large fitness area. It has easy vehicle access with plenty of parking space. The staff members are friendly and knowledgeable. However, there are so many fitness centers in the downtown area, and all of them are equipped with excellent facilities. Many customers are thinking of shifting to those new facilities. So the author thinks maintaining customer loyalty is the biggest problem the fitness center faces.
In order to maintain customers’ loyalty, the author thinks the center needs to have a better understanding of the customers apart from a general picture of its own place in the fitness market. Only by knowing its customers well can they take appropriate measures pertinent to the problem facing the center. It is believed that market research on consumer behavior at the fitness center will help provide a clear picture of its customers’ needs and wants, and give us a firm basis for measures to maintain customers’ loyalty. （217words）
点评
本范例介绍了作者本人与项目发生所在企业或单位的关系（a frequent visitor/ has been loyal to it），明确描述了面临的问题（how to maintain customers’ loyalty），问题焦点集中，并提出了初步的解决办法（market research on consumer behavior at the fitness center），言简意赅地指出了项目对该企业发展的意义（help provide a clear picture of its customers’ needs and wants, and give us a firm basis for measures to maintain customers’ loyalty），长度符合字数要求。若能说明此次项目对作者个人而言的意义将更好。
Part Two Problem Analysis
Sample
Problem Analysis
To better understand the problem of customer loyalty, the author conducted a SWOT analysis, comprised of a situation analysis of the center’s business in general, a needs analysis of the key factors concerning the center, and a SWOT profile summarizing Sunny’s business advantages and disadvantages.
1 Situation Analysis of Sunny Fitness Center
Physical resources
Sunny Fitness Center was founded in 2002, and covers an area of 2800 square meters in downtown Beijing. It was the only gymnasium in the area until the beginning of 2005. Well-equipped with a comfortable lobby and facilities such as treadmills, strength systems, cycles, climbers, a stretch trainer, etc., the center provides a highly standardized fitness environment for all customers.
Human resources
The center has 40 qualified staff working in 5 departments. All senior instructors have international certification for sport and fitness professionals. Since the author often goes to the center for exercise, at times the author also works for the center by collecting and analyzing customers’ feedback. Miss Zhao and Miss Zhou are two receptionists at the front desk, who offers help by distributing and collecting survey forms.
Financial resources
The center has attracted 800 members since its founding and the annual revenue reached RMB 9.25 million in 2004. The center reserves a percentage of its yearly revenue for business improvement. The budget for this year is RMB 550,000 and will be used to improve the center’s facilities and promotions. The budget also covers the author’s market research.
PEST analysis
China has a stable political, economic, and social environment. The government encourages all citizens to participate in daily exercise. As the host city of the 2008 Olympic Games, Beijing pays great attention to sports promotion work. Fitness centers have become the major facilities for people’s daily exercise, creating great market potential. Since China’s accession to the WTO, countless multinational companies have expanded their business in Beijing, which brings new momentum to the development of Beijing’s economy. The living standard of people in Beijing comes tops that of all domestic cities. New technologies also help fitness facilities to provide better and more customized services. As a result, fitness centers in Beijing are facing both opportunities and challenges.
To cope with the rapid development of the fitness market, Sunny Fitness Center must take action to solve the problem of customer loyalty and maintain its competitiveness. Otherwise, it would be left out of this fiercely competitive market.
2 Needs Analysis of Sunny Fitness Center
A market research project looking for factors affecting customer loyalty to the center must narrow the research problem through a needs analysis of the center’s staff. The goal is to find out what sort of customer information would be considered crucial.
First, a questionnaire was designed covering aspects that were thought to be included in a market survey of a fitness center. Then the forms were distributed to all 40 staff of the center. In about two weeks, all 40 forms were returned to the front desk. They were sorted according to the subjects’ department and then analyzed. (See Appendix II. Please refer to Activity 1, Task 3 for sample questionnaire design.)
The results showed that over 80% of the center’s employees are energetic young people in their twenties and thirties. There are 24 males and 16 females. Most staff showed great interest in knowing the customers’ occupations and reasons for visiting Sunny. In other respects, staff from various departments were interested in very different types of information. Sales and Marketing would like to have data on the age, gender, occupation, salary, health condition, and current fitness plan of our customers; Customer Service was more interested in customers’ comments on the facilities, services, and instructors; Finance needs to know other fitness centers’ pricing systems; and HR is most concerned with comments about the center’s own staff. In short, the center would like this research project to provide information about the customers’ profile, needs for keeping fit, opinions on the fitness market, as well as feedback on the facilities, services and instructors at Sunny Fitness Center.
3 SWOT Profile
Based on the results of situation analysis and needs analysis of the center, the author came up with the following SWOT profile:
Strengths Weaknesses
Young, energetic, and friendly staff
Internationally qualified instructors
Good location
Reputable facilities and services
Large number of loyal customers
Market research within budget Declining profit due to lost customers
Old-style management
Inflexible service model and pricing system
No systematic customer survey mechanism
Limited budget for upgrading facilities and staff development
Opportunities Threats
Increasing demand for physical exercise and good health.
National Physical Training Programme
2008 Beijing Olympic Games
New customers as a result of 3 large office buildings and 1 shopping mall opening in the area Overinvestment in the fitness market affecting the profit margin
New rivals have advanced facilities, new style of management and marketing strategy
Loss of instructors and customers to rivals
Customers enjoy switching locations
Cost of utilities and rent is rising
Sunny Fitness Center’s ultimate goal is to overcome the first weakness, namely to stop the decline of profit and customer numbers. To achieve this goal, the center needs to deal appropriately with all of its weaknesses as well as some threats. If the Sunny Fitness Center can make good use of its strengths (good location, reputable facilities and services, young, energetic and professional staff, and internationally qualified instructors), grasp some golden opportunities (people’s demands for physical exercise and good health, the government’s health policy, the 2008 Beijing Olympics, and the establishment of new business facilities in the area), avoid the threats (fierce competition from rivals, people’s inclination to change to a fresh environment), and overcome its weaknesses (old management style, low upgrade rate for facilities, inflexible service model and pricing system, unsystematic customer survey mechanism, weak staff development plan), its business will definitely improve.
The immediate objective of this project is to define the key factors causing the center’s present problematic situation. Market research on people’s physical exercise plans seems to be a good start. The budget for market research will ensure that we reach the large number of loyal customers and potential customers in the community with our survey. Based on the results of the needs analysis conducted among the center’s staff, the project will focus on providing a profile of the customers, what they need to keep fit, their opinions on the fitness market, and feedback on the facilities, services and instructors of the Sunny Fitness Center.
点评
上述范例介绍的是问题分析。在介绍分析方法部分，作者使用了小标题、辅助以列要点的形式概括分析过程，将分析结果层次清晰地展示出来。特别值得一提的是，在呈现SWOT 分析内容前有简要的过渡，分析结束后联系项目目标进行小结，说明本项目的可行性，使得“问题分析”这一环节在项目设计中起的作用和意义更加直观，这个方法值得同学们借鉴。
Part Three Project Rationale & Bibliography
Sample 1
Project Rationale
First, why should we reduce the TCO (the Total Cost of Ownership)? The necessity of reducing the TCO is not only practical in reality but also it has lots of theories to underpin it. According to the interview, we can see the TCO has really risen very fast in our company. To some extent, it has become a big burden to our corporation, just as Negroponte (1996) states, more and more companies are getting to use advanced IT to make their business more efficient. However, most of the information systems have been running in a very high status of cost.
We also did a questionnaire, which revealed that almost every computer often had some problems with software. This has greatly increased the TCO. The reasons why I use a questionnaire are stated as follows: Richard and Lockhart (1994:10) state that questionnaires are useful ways of collecting information about affective dimensions such as attitudes, motivation and preference. Moreover, Weir and Roberts (1994:60) illustrate that questionnaires are easy to get a quantitative data. It can involve a great many people to give reaction to a limited set of questions, which is easier to get a generalization of them
Second, how can we reduce the TCO? By referring the concepts on Dell Corporation’s website (http://www.dell.com), the advanced system maintenance mechanism is a key to reduce the TCO. That is, in their opinion, to reduce the cost of the workforce in the information system management and maintenance is the most efficient way to reduce TCO. A sophisticated modern business information system should have very good system management mechanism in which most of the maintenance task could be done automatically by computer system itself instead of a large workforce cost. For example, in a sophisticated information system, any information system users’ computer has an application error, the system maintenance center will detect the error, and the client computer will fix the problem automatically by downloading necessary files from the system management server. Besides, a good information system management should also include a good operating process and a good security control system (Steven, 2004). These opinions gave me great guidance on building the general ideas in this system reconstruction project.
In addition to these, the following companies’ behavior also offered me lots of guidance in my project. For example, Microsoft Corporation has integrated the "Group Policy" technology and the "software distribution" in the Microsoft product based architecture, and later on, a new product called "Microsoft System Management Server" makes the enterprise level information system management much easer and saved lots of workforce (Microsoft, 2005). Another example is Dell Company’s new concept. They developed a new Server Client based maintenance mechanism which makes the client computers obtain self-system recover technology (Dell, 2005). The international IT companies' new product and concept plus some experience from some multinational companies whom already successfully reduce TCO in their information system have built a solid theoretically foundation for this reduce TCO project.
In our current situation, nearly 98% desktop system and OA (Office Automation) servers are based on Microsoft Systems, as we have mentioned, Microsoft has already developed some products and new technology to effectively reduce the TCO. For those reasons, I decide to use Microsoft System Management Server system as a core technology in this project. This system can improve our current information system infrastructure and manage many routine jobs automatically.
点评
相当数量的同学不清楚Project rationale的写法，不知道应该包括哪些内容，也不知道怎样引经据典才算详略得当。须知，文献综述应讨论以下内容：项目相关的理论基础、相关调研方法以及项目设计的理由等。换句话说，论文中对参考书目内容的引用要与讨论的内容密切相关，或者在理论上对你的项目内容进行指导，或者在方法上对你进行调查研究的措施进行指导。
本样文主要围绕为什么要减少TCO、如何减少TCO的理论论证与实践证明、科学的调研方法（survey）来阐述项目设计依据，所引用的文献内容与项目目标、假设、项目设计的理论与方法直接关联。其特点是内容紧凑，层次清晰，值得借鉴。
Sample 2
Bibliography
Beck, Terry. (2001). High Performance Selling. Career Press.
Course Team of WCEB, (2001) World Class English for Business, Book 1 Beijing: China Central Radio & Television University Press
Course Team of WCEB, (2001) World Class English for Business, Book 2 Beijing: China Central Radio & Television University Press
Harper W. Boyd, Jr, Orville C. Walker, Jr, Jean-Claude Larreche.(Third Edition). (1998). Marketing Management. Dongbei University of Finance & Economics Press.
Kay, John. (2003). The truth about markets. Penguin Books
Molly Miller-Davidson, Joanne Stone-Geier and Michael B. Levinson. (2006). Launch It! Collins
Taylor, Lisa, Willis, Andrew. (2004). Media Studies: Texts, Institutions and Audiences. Peking University Press
Wimmer, Roger D, Joseph R. Dominick. (Eighth Edition). (2006). Mass Media Research:An Introduction. Tsinghua University Press.
黄升民（2005）媒介形象工程与频道节目改版. 引自/ 点评
上述参考文献的数量在五本以上；参考文献中涉及的著作或文章都在正文中被用做理论支持或语料分析而直接或间接引用；标题和参考文献内容和格式符合要求。
Part Four Project Design
Project Goal and Objective
The problem I am facing is that my table tennis shop has insufficient clients because of few choices on brands, short business hour and traffic jams. The goal of my project is expand our shop to an e-shop and attract more customers. The objectives are rapidly increasing the revenue and the profits by 60% and 50% respectively through adopting 24 hours online order, e-mail, real time chat room, and other modern technology.
Project Hypothesis
Statistics has shown that table tennis has become the second most popular sport in the world, second only to soccer. And the amount of Internet users has increased 300% in the past 4 years in China. After my shop has been expanded to an e-shop online, there is reason for a considerable rising in the number of customers. It is hypothesized that the expansion of the table tennis shop to an online shop will bring an increase in revenues and profits by 60% and 50% respectively within two months.
Project Design
1 Activities with time-scale
There are a series of activities planned to take place:
1) To apply the loan, negotiate and sign contract with bank
2) Design layout of online shop
3) Sign contract with a software company
4) Design the software.
5) Purchase computer and accessories and get them installed.
6) Sign contract with ISP, install a broadband network link, and get a website address.
7) Rent a storage room, order new stocks, and fill them to shelves.
8) Open the online shop
There are some important sequences between these activities.
First of all, I must get a loan from bank. After then, I can sign contract with software company, Internet Service Provider, storage room owner, and I can purchase computer system.
I can not finish testing the software system until I have gotten the computer system and broadband network link installed.
After the whole computer system and the storage room are all right, I can open the online shop.
It will take seven weeks to implement the project when it has been approved. And the Activity Flow Chart with time-scale can show how these activities are arranged.
It will take seven weeks to implement the project when it has been approved.
By the end of Week One
Design layout of online shop.
Apply loan and negotiate with bank.
By the end of Week Two
Negotiate and sign contract with a software company.
Sign contract with bank and get a loan.
In Week Three
Start design software for the online shop.
Negotiate and sign rental storage room agreement.
By the end of Week Four
Sign contract with Internet Service Provider.
Purchase and install storage shelves.
By the end of Week Five
Purchase and install computer system.
Install a broadband network link and get website address.
Order new stocks for storage.
In Week Six
Install and test software.
Fill shelves with new stocks.
In Week Seven
Open the online shop.
.
2 People involved and responsibilities
Our table tennis shop consists of only 2 persons, the shop assistant- Lucy and I. Obviously, both of us must take part in most of these activities, such as design layout of online shop, purchase and install computer, arrange the storage room. We each have individual responsibility.
As the owner and operator of this shop, I am in charge of this project and responsible for monitoring and evaluation of the whole project. I have a BA degree on computer utilizing. I would be responsible for negotiating the software design, purchasing computer system, signing contract with Internet Service Provider, and etc.
Lucy majored electronic accounting. She would be responsible for renting the storage room, and help me apply the loan from bank.
3 Costing
Four kinds of costs should be considered and they are:
Rental cost:
The storage room would cost RMB 4,800 to rent each year.
Cost of equipment:
The purchase of computer, accessories and other materials would be RMB 51,000
Computer sever 15,000
Printer 1,500
Digital camera 2,500
New stocks for storage 30,000
New storage shelves 1,000.
Office supplies 1,000
Cost of services
These include the costs of things like the fee charged by the ISP(Internet service provider)， postage, the fee of direct deliver goods, telephone charges. It would be RMB 26,800
Fee charged by ISP 5,000
Telephone charges (annual) 1,800
Fee of direct deliver goods (approximately) 18,000
Postage (approximately) 2,000
Cost of staff:
Seven weeks overtime salary for my assistant and I would be RMB 3,600.
Cost of finance:
The interest I have to pay the bank would be RMB 4,000 in the first year.
Contingency allowance:
Contingency costs estimated as 5% of the total cost. It would be RMB4, 300.
TOTAL COST OF PROJECT
Initial cost: Equipment 51,000
Staff 3,600
SUB TOTAL 54,600
Recurrent cost: Rental 4,800
Services 26,800
Contingency allowance 4,300
SUB TOTAL 35,900
TOTAL COST 90,500
4 Risks analysis
Before putting the plan into practice, I find that the following problems might affect the successful completion of the project. These risks generally fall into three categories.
People related
While my online business project is in planning, my shop assistant and I must keep the existing shop business running. Obviously, if one of us falls sick and cannot do one’s work, and then my project might be delayed quite seriously.
Time related
The software design might need more time than schedule. This delay will cause problems for the project.
Product or service related
The loan may not be obtained from the bank.
The computer system may crash by contracting a virus from the Internet or hardware fault.
The software of my website may not cater to the interests of the customer.
The storage room may be broken by thief.
Stocks in storage room may not keep in good quality.
5 Management and control
Since it’s impossible to eradicate all these risks, I have thought of three measures to control and manage these risks.
Try to avoid the risks, i.e. to prevent the dangers from happening, for example:
We can invite some volunteer customers to test the software before the website’s formal opening. We can make some improvements beforehand.
Adopt some measures to guarantee storage room and stocks safe, e.g. install a firm lock.
Prepare alternatives beforehand in case the dangers actually happen, for example:
Negotiate to my relatives and friends for money as substitutes in case of the loan may not be obtained from the bank.
Back up the database of my website termly.
Set aside a 5% of the total budget as contingency allowance to take account of the unexpected risks.
点 评
项目设计（Project Design）是商务英语学士学位论文“体积”最大的部分，需要包括如项目目标与假设、具体任务、关键路径、时间表、成员职责、成本分析、风险分析、实施监测与评估计划等组成部分。上述范例内容完整，结构清晰，所有活动内容（activities）与所提出的项目目标和假设直接关联，而且明确交待了作者本人在该项目中的角色和职责，语言表述较流畅。此外，在介绍“Activities”时作者采用了（to） do短语形式，用同一种表述结构描述拟进行的活动，建议同学们借鉴这种表述方法。
本范文稍显不足的是关键路径(critical paths)被放在Activities with time-scale标题下与其它信息混杂在一起，使得这部分的介绍（There are some important sequences between these activities）不太突出。
Part Five Project Proposal
Sample
English Title
Reducing Cost of Battery by Using New Material in Panasonic Battery (Shanghai) Company
中文标题
松下电池公司应用新材料削减成本的个案研究
点评
要做到标题清晰、具体，不仅要概括主要问题、解决问题的主要方法或目标，而且字数还要控制在10-20间，的确需要仔细琢磨。这个范例之所以显得简要明确，与其组成部分密切相关：
范例
主要问题 (main problem) (high) cost of battery
希望看到的变化 (outcome) lower cost
主要解决办法 (solution) using new material
项目背景 (background) Panasonic Battery (Shanghai) Co.
当然，若公司/企业名称较长，标题中最好省略。此外，这个标题采用了v-ing短语形式，同学们不妨借鉴这种撰写方式。
A three-level outline of your paper
Sample
Table of Contents
1. Introduction…………………………………………………………………
2. Summary of the Preliminary Research…………………………………………..
2.1 Problem ……………………………………………………………………..
2.2 Problem analysis……………………………………………………………
2.2.1 Company’s current situation…………………………………
2.2.2 Needs and wants analysis……………………………………
2.2.3 SWOT analysis…………………………………………………
3. Project Objective and Hypothesis………………………………
3.1 Project Objective…………………………………………………………
3.2 Project Hypothesis………………………………………………………
4. Project Rationale……………………………………………………
5. Project Design…………………………………………………………
5.1 Planning of Activities …………………………………………………
5.1.1 Activities planned to take place………………………………..
5.1.2 Critical path of the planned activities …………………………
5.1.3 Time-scale of activities ……………………………………….
5.1.4 People involved and their responsibilities …………………
5.2 Cost Analysis ………………………
5.3 Plan for Monitoring and Evaluation of the Project --------------
5.3.1 Monitoring plan ------------------------------------------
5.3.2 Evaluation plan -----------------------------------------
5.4 Risk Analysis ------------------------------------------------------------------
5.4.1 The potential risks analysis ---------------------------------------
5.4.2 Protective measures to be taken ----------------------------------
6. Project Implementation -------------------------------------------------------------
6.1. General Introduction of Time, Place -------------------------------------
6.2 The Working Steps of Implementation -----------------------------------
7. Project Findings and Discussion----------------------------------------------------
7.1. Findings of the Project --------------------------------------------------------
7.2. Results Discussion -----------------------------------------------------------
8. Conclusion ---------------------------------------------------------------------------
Bibliography -------------------------------------------------------------------------------
Appendix I: The Project Framework -----------------------------------------------------
Appendix II: Activity Flow chart with time-scale --------------------------------------
Appendix III: Customer Needs and Wants Survey ------------------------------------
Appendix IV: Sampling Specification/ Form --------------------------------------------
Appendix V: Project Progressive Checklist ---------------------------------------------
Appendix VI: Post-NPI Customer Questionnaire ---------------------------------------
英语论文格式 点评
本提纲含三级标题，各级标题字体大小、字形、大小写和层次缩进符合要求，各标题语法结构一致，均为名词性结构。内容条理清晰、完整，语言正确。
需提醒的是，在本次作业中提交的论文提纲(A three-level outline of your paper)无需标注页码，但是在论文中作为目录（Table of Contents）出现时必须标注各级标题所在页码。
Sample
选题意义
任你飞旅行社以其良好的信誉、周到的服务和优惠的价格拥有大批忠实的客户，业务涉及旅游团队接待、散客服务、酒店预定、机票代理等方面。随着业务的发展、员工队伍的壮大，客户服务方面存在的问题逐渐显现出来，并且有日趋严重的趋势。主要表现在新员工业务知识匮乏，缺乏与客户沟通的技巧，责任心不足等方面。这也是旅行社近期不断有客户流失、营业额不断下降的主要原因。基于员工管理以及客户服务方面的原理和实践，本论文提出假设，认为员工的专业素质及服务质量与该机构对员工进行培训和教育的能力及力度密切相关。本论文通过设计一个新员工培训计划，力图在短期内帮助新员工提高专业知识水平，学习如何改善客户关系，掌握与客户进行有效沟通的技巧，从而在根本上减少乃至杜绝投诉的发生，全方位满足客户需求，留住客户。同时，本论文也试图通过该计划的设计、实施、监控与评估过程，以期研究探索出一套能有效提高员工素质、激发其内在潜力的培训方法。“授之以鱼，饱其一日；授之以渔，方能饱其终生。”只有员工的才能得到充分发挥，公司的生命力才能长盛不衰。(451 字)
点评
本范例介绍了项目起源/背景，明确说明了项目假设和项目目标，阐述了研究意义，包含了选题意义的必要组成部分，语句通顺，标点符合正确。