目錄
一、創業與創新
Part I Entrepreneurship and Innovation
第一課 執著和開拓成就了今日的比亞迪(Perseverance and Innovation Have Shaped Today's BYD)
延伸閱讀材料：敢想敢幹敢堅持的比亞迪(BYD: Bold in Vision, Action, and Perseverance)
第二課 「一點點」為什麼這麼火(Why Yidiandian Is so Hot)
延伸閱讀材料：如何經營加盟店(How to Operate a Franchise Store)
第三課 水果帝國成長之路(The Road to the Fruit Empire)
延伸閱讀材料：百果園創業者和他的經營理念(The Entrepreneur of Baiguoyuan and His Business Philosophy)
二、市場營銷
Part II Marketing
第四課 胡雪岩的經商之道(Hu Xueyan's Way of Doing Business)
延伸閱讀材料：百年老字號「胡慶余堂」的新發展(The New Development of a Centennial Brand "Hu Qingyu Chinese Pharmacy")
第五課 如何讓顧客購買商品(How to Get Customers to Buy Products)
延伸閱讀材料：買東西背後的心理因素(The Psychological Factors behind Buying)
第六課 老品牌贏在新營銷(Old Brands Win in New Marketing)
延伸閱讀材料：老字號請大家「薅羊毛」(Old Brands Invite Consumers for the Best Deal)
三、環保與法律
Part III Environmental Protection and Law
第七課 消費者得實惠，商家不浪費(Consumers Benefit and Retailers Waste Nothing)
延伸閱讀材料：超市為什麼要經營生鮮商品(Why does a Supermarket Sell Fresh Products)
第八課 綠色營銷傳遞品牌態度(Green Marketing Conveys Brand's Attitude)
延伸閱讀材料：節能減排，中國在行動(China Moves to Save Energy and Reduce Emissions)
第九課 「人臉識別第一案」終審判決(Final Ruling in the "First Face Recognition Case")
延伸閱讀材料：謹防「刷臉」技術被濫用(Beware of Face - swipe Technology Abuse)
四、國際經濟合作
Part IV International Economic Cooperation
第十課 「雙贏」促成特斯拉在中國建新廠(Win - Win Leads to New Tesla Factory in China)
延伸閱讀材料：美國電動車及能源公司特斯拉(Tesla, an American Electric Vehicle and Energy Company)
第十一課 非洲成為中國小商品外貿增長點(Africa Emerging as a Point of Growth for China's Foreign Trade in Small Commodities)
延伸閱讀材料：義烏小商品市場(Yiwu: A Small Commodity City)
第十二課 中歐班列跑出「中國速度」(CER Express Runs at "China's Speed")
延伸閱讀材料：中歐班列(China - Europe Railway Express)
五、信息技術下企業發展
Part V Enterprise Development Driven by Information Technology
第十三課 洋河的微信朋友圈營銷策略(Yanghe's Marketing Approach to WeChat Moments)
延伸閱讀材料：微信的生態系統(The Ecosystem of WeChat)
第十四課 美團擴張，大商無界(Meituan's Expansion: a Business with no Limits)
延伸閱讀材料：美團的社會責任感(Meituan's Social Responsibility)
第十五課 盒馬赴澳大利亞尋求商機(Hema Heads to Australia for Business Opportunities)
延伸閱讀材料：大象轉身，主動求變(The Elephant Turns and Initiates Change)
練習的參考答案(Keys to the Exercises)
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