商务汉语综合教程 微观篇
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四川成都
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作者翟宜疆
出版社北京语言大学出版社
ISBN9787561962787
出版时间2023-06
装帧平装
开本16开
定价88元
货号1202989511
上书时间2024-12-17
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作者简介
总主编：翟宜疆 本册主编：段沫
翟宜疆 上海交通大学人文学院副教授，硕士生导师，曾任德国海德堡大学孔子学院中方院长。主要研究方为汉语国际教育，比较汉字学。出版教材《21世纪对外汉语教材》等。
段沫 语言学及应用语言学博士，上海交通大学人文学院教师。长期讲授商务汉语类课程，曾获校级教学比赛二等奖、院级教学比赛一等奖。主持完成校级教研项目4项、校级教材项目1项。发表商务汉语教学、任务型教学相关论文多篇。
Chief Author: Zhai Yijiang Chief Author of This Volume: Duan Mo
Zhai Yijiang is an associate professor and Master candidates’ supervisor of the School of Humanities at Shanghai Jiao Tong University, and was the Chinese director of the Confucius Institute at Heidelberg University in Germany. His main research focuses on teaching Chinese to speakers of other languages and comparative Chinese characterology. He has published textbooks such as the A 21st Century Course of Chinese as a Foreign Language.
Duan Mo is a PhD in Linguistics and Applied Linguistics, and teacher at the School of Humanities, Shanghai Jiao Tong University. She has been teaching business Chinese courses for a long time and has won the second prize of school-level teaching competition and the first prize of college-level teaching competition. She has presided over four school-level teaching and research projects and one school-level teaching material project, and has published many papers on business Chinese teaching and task-based teaching.
目录
第一单元广告宣传
1用故事讲卖点
2广告与文化
第二单元品牌战略
3打造品牌
4品牌定位
第三单元市场细分
5市场的细分化
6红海与蓝海
第四单元电子商务
7网络时代的商业模式
8项目融资计划
第五单元消费心理和行为
9消费调查
10个性消费
第六单元企业传承
11家族企业的传承
12民企接班人
……
内容摘要
《商务汉语综合教程.微观篇》由翟宜疆,段沫,朱虹编
主编推荐
一、本教材是国际中文教育领域对二语教学“Can-do"理念的一次探索和实践。教材紧扣“知识、能力、素质三位一体”的顶层理念，将能力与素质的培养落到实处、细处，给出能力与素质培养的具体操作路径。学习目标、学习内容、语言练习、任务设置都紧扣培养语言交际与应用能力的核心目标。
二、直面商务相关专业学习、学术研究的需求，以及商务人士职业能力的需要，明确并逐级细化商务汉语交际与应用能力的培养目标，形成统率全书的能力大纲。按照“能力板块—能力类—能力项—能力点”的层级，首先将整体的能力培养目标分为商业信息的理解和表达两大能力板块。再根据学习者的商务汉语使用需求，将信息的理解细分为“获取—理解—分析—整合”，信息的表达解析为“介绍—说明—调查—研究”。以此八类能力为基础，进一步细化出各单元的能力项目，以及各课的“微”能力点。通过这种逐级细化的方式确保了总体能力培养目标的可操作性。
三、以能力培养为核心，多维有序地组织教学单元的内容。全书以能力大纲为核心，话题大纲为内容范围，辅以语言知识、专业知识、社会知识等多维线索。各项大纲独立有序，纵向递进；又以每课为节点，横向关联。各个板块分工明确，目标清晰，不仅兼顾听说读写多项技能的练习，还调用了体量适中的知识，体现了本书作为综合类语言教材的特点。
四、运用任务型教学理论设计模拟现实的交际任务。每一课均配有仿真的交际任务，以此作为学习者演练和巩固能力项目的实践机会。
通过本教材的学习，学习者不仅可以了解中国的商业领域与经济现状，用汉语完成常见的商务交际活动，而且可以提升对商业信息的分析与表达能力，切实提升用汉语进行学术研究与工作调研的能力。
I. This textbook is an exploration and practice of “Can-do” concept in second language teaching in the field of international Chinese education, which closely follows the top-level goal of “integrating knowledge, ability and quality”, puts the cultivation of ability and quality into practice in a detailed manner, and gives out its specific operation path. Learning objective, learning content, language practice and task setting are all closely related to the core goal of cultivating language communication and application ability.
II. Given the needs of business-related professional learning and academic research, as well as the requirements of business professionals’ professional ability, the book defines and refines the training objectives of business Chinese communication and application ability step by step, thus forming the ability outline of the whole book. According to the progressive level of “ability block - ability category - ability item - ability point”, the overall goal is firstly divided into cultivating understanding and expression abilities of business information. Then, according to the learners’ needs of using business Chinese, the former is subdivided into “acquisition - understanding - analysis - integration”, and the later is analyzed into “introduction - explanation - investigation - research”. Based on above eight abilities, the ability items of each unit and the “micro” ability points of each lesson are further refined. Through the mentioned method, the operability of overall ability training objectives is ensured.
III. With ability cultivation as the core, the content of units included is organized in a multi-dimensional and orderly way. The book takes the ability outline as the core and the topic outline as the content scope supplemented by language knowledge, professional knowledge, social knowledge and other multi-dimensional clues, with each outline independent but progressive vertically and each lesson correlated horizontally. Every part characterizes elaborate layout and sets for clear goal, not only taking into account the practice of listening, speaking, reading and writing skills, but also the use of moderate volume of knowledge, which reflects the characteristics of this book as a comprehensive language textbook.
IV. This book employs task-based teaching theory to design realistic communicative tasks. Each lesson is accompanied by a simulated communication task, which serves as a practical opportunity for learners to practice and consolidate their competence projects.
After learning this textbook, learners can not only understand the business field and economic status of China, complete common business communication activities in Chinese, but also improve the ability to analyze and express business information, and effectively enhance the ability to conduct academic research and work research in Chinese.
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