第一节 知 识 巩 固
一、如何介绍公司
向投资者、合伙人、顾客或者未来的员工等介绍你的公司是公司通向成功的关键一步（most critical way to business success）。当你在投资者和合作者面前亮相，当你站在会议室开始侃侃而谈的一刻，听众的感受将决定将来是否进一步与贵公司合作（move forward with you to the next stage）。如果你无法激发听众的兴趣，你就没有机会介绍贵公司的先进技术（technology）、实验数据（test data）、产品展示（demo），以及骄人的专利（patents）或是精干的技术团队（technical team）。
介绍公司的时侯要注意抓住听众的兴趣，语言简明易懂，夹带风趣的因素，切忌让听众感到一头雾水。介绍时要记住提到公司的名称、国籍、总部、分支机构数量、工厂、办公室等。无论介绍的风格如何因人而异，语气都要真诚，最主要的是要与听众取得有效的交流。应用一些技巧，就能收到更好的效果。例如，调整语速、改变语调、音量等，避免自始至终语调平淡乏味。此外，必要时可使用一些肢体语言（body language）来吸引听众的注意力（to keep your audience focused on you）。
1. 阅读杭州市天然气有限公司的公司介绍，注意行文结构和句型特点。
Hangzhou Gas (Group) Co., Ltd. was founded on August 6, 2001 with the approval of the Municipal Government of Hangzhou. It was merged and restructured from former Hangzhou Pipeline Gas Co., Ltd. and Hangzhou Gas Co., Ltd. The company has a registered capital of RMB 400 million. The total asset of the company reached RMB 2.768 billion with the owners equity RMB 1.278 billion by the end of December, 2010. There are totally 1 116 employees.
The company has the right of franchise to manage the pipeline gas of Hangzhou. As the owner for construction and operation of utilization projection of natural gas in Hangzhou, it is in charge of sale and after-sale service of high, medium and low pressure natural gas as well as installation of pipelines in main urban districts and Binjiang District of Hangzhou. It is also in charge of delivery and sale of high pressure natural gas in Xiaoshan District, Yuhang District, Lin’an and Fuyang bearing the responsibility for safe supply of natural gas and adjustment during peak of the whole city. Up to December 2009, as for pipeline gas, there are 506 thousand citizen users, nearly 1 300 public and industrial users.
On the basis of the quality policy of “staff participation, standardized management, safe gas-supply, customer satisfaction”, sticking to the management method of striving for excellence improving enterprise benefits, focusing on quality, brand and efficiency, the company has now already formed an enterprise culture with urban gas industry characteristics. Meanwhile, with its brand new system, efficient management, fine technology and outstanding quality, it is winning trust and praise from more and more users. It has won such honored titles including “Demonstration Unit of Civilized Industry under National Construction System”,“Civilized Unite of Zhejiang Province”, “Advanced Unite in Safety Production of Hangzhou”and “Advanced Unit in the Public Mayor’s Line 12345”.
第一段介绍公司基本情况，包括公司成立年份、注册资本和资本关系、上下级公司结构关系、公司（生产、经营、服务）地点、公司提供的服务和产品。
Our company is founded in …. (year ) with … history in providing … service/ producing … products.
As a leading … manufacturer of … (industry) in … (city), our company is a privately-owned enterprise with registered capital of … RMB.
The company is invested by … Groups, with headquarter in … (city) and plants in …(area).
Our company is an SOE (state-owned enterprise)/foreign-funded company/joint venture, as a total branch company of … (corporation).
第二段一般介绍生产或服务的内容，涉及的生产技术和机器设备、公司员工和各种人才、公司的经营历史或成就、对待顾客的方式等。
Our product range includes … / our service includes …
With the latest technology and machinery, we can produce… quality products such as …, …, and ….
We have imported from … (country or region) the … machine specializing in …, which is unique and advantageous in … (area).
We have a staff of … (number of employees) and many … experts (various talents).
We have gained confidence and trust from more than … customers (clients) from …(countries and areas).
We are granted the award as the most trustable “business partner” consecutively from …to … by … (institution).
We will handle the order/requirement/inquiry from the customers with our utmost attention.
第三段一般介绍公司服务或产品的质量标准和控制、市场大小、贸易（生产）额、主要顾客群等。
Our products are subject to our QC system of … (standard)/ strictest scrutiny by the third party / public surveyor.
Our service is superior with reasonable charges.
We have enjoyed the popularity of our products in … (countries and regions).
We have clients from all over the country. / Our clients are from … (country and region), including… .
Our annual /monthly output/ sales volume is …
2. 在撰写公司介绍的时候可以从以下几个方面入手：
Your company introduction is a major contributor toward the first impression buyerswill have of your company and is a great opportunity to gain their trust, so use it to your advantage.
When writing your company introduction it is important to remember that its length must be between 400 and 4 000 characters, including spaces (200-4 000 for Free Members). With this in mind, it makes good sense to plan how you are going to structure your information and its presentation. Although you are free to format your company introductions in anyway you wish, I would suggest using paragraphs.
Paragraph 1: The introduction
You may want to think about using the first paragraph to introduce your company and want to include:
a. The year your company was established
b. Your company’s location
c. If you are a member of a group company
d. What products/services you offer
e. Any foreign investment that you may have
Simply state the year in which your company was established. As for your company’s location, the city and state/province are sufficient, so don’t waste valuable screen space writing a historical overview of your surrounding area. People want to read about your company, not where you live.
If you are a member of a group company, telling readers which group you belong to can be helpful, but remember this is your company’s introduction and not that of your group.
Paragraph 2: What you do
After introducing your company in paragraph one, the second paragraph would be an ideal place to introduce your products and production-related information:
a. Product range/services offered
b. Machinery and technology used
c. Production experience
d. Number of staff (and foreign language speakers if you have them)
e. How orders are handled
f. Share significant achievements that would be meaningful to buyers
When introducing your products, avoid lengthy descriptions as they belong in your product description section. Certain industries will be interested in knowing what machinery and technology you use and your production experience as well.
Stating the number of people that you employ will give your reader an indication of your company’s size. If you do employ speakers of foreign languages, make sure that you make this clear as potential buyers will feel confident that they will be understood when they contact you.
Making buyers aware of significant achievements that your company has made is another effective way to differentiate your company from your competitors.
Paragraph 3: QA/QC
Quality certifications (such as ISO) allow for an increased level of trust and mentioning them in your company introduction can only benefit you. You may also wish to inform buyers of the quality control procedures that you have in place and whether you use or welcome third parties approved by buyers to handle QC operations. Additionally, adding your monthly output volume, countries/regions serviced and any major clients that you have will also build credibility with buyers. It is important to keep in mind that awards or certifications that are specific to your city or area only will be meaningless to readers and so you may wish to omit such certificates to save the reader from confusion.
Paragraph 4: The closing
Many companies use the final paragraph of their company introductions to state their corporate values and invite buyers to contact them.
The following is a list of things to remember when writing your company introductions:
Replace long words with shorter ones.
Make sure paragraphs are focused.
Do not over claim or use flowery language.
If your product is new, tell the reader what is new about it.
Don’t write using capital letters, it looks as if you are SHOUTING! and not as important information.
Write facts not opinions—you must be able to back up statements such as ‘biggest’, ‘best,’etc.
Company information checklist:
The year your company was established: simply state the year
Your company’s location: mention the city/town
The products/services that you offer
If you are a member of a group company
Any foreign investment that you may have
Product range/services offered
Machinery and technology used
Production experience
Number of staff and foreign language speakers if you have them
How orders are handled
Share significant achievements that would be meaningful to buyers
Quality certifications
二、如何制作组织结构图
组织结构图（organization chart）是最常见的表现雇员、职称和群体关系的一种图表，它形象地反映了组织内各机构、岗位上下左右之间的关系。组织结构图是组织结构的直观反映，也是对该组织功能的一种侧面诠释。完整的组织结构图应包含以下内容：公司名称、标志（Logo）；标题，其中应该包括“组织结构图”字样；发布的日期、版本；结构图主体，以框、线、部门或岗位名称等构成；读图说明、备注；修改记录；制作部门、制作人，批准人员签名等七个部分。
制作组织结构图的软件有WORD、VISIO、WPS OFFICE等。这些软件非常容易找到。Word和WPS中都内嵌组织结构图制作插件工具，但如果使用其中的绘图工具制作，可能会更美观一些，只是速度稍慢。VISIO软件制作组织结构图效率高、简易方便，建议大家使用。下例是某总公司的组织结构图：
● 总公司组织结构图：
三、FAB产品介绍法
介绍产品的角度和方法有很多种，其中FAB产品介绍法是目前一种较常用、较简单实用的产品介绍方法。FAB是三个英文单词开头字母的组合，F是指特性（Feature），即产品的固有属性；A是指优点（Advantage），即由产品特性所带来的产品优势；B是指好处（Benefit），即顾客通过使用产品时所得到的好处，这些好处源自产品的特性和优点。
1. 特性（Feature）
产品的特性其实就是产品事实状况，比如产品的原材料、产地、设计、颜色、规格等，用眼睛能观察到的外部信息。
2. 优点（Advantage）
产品的每一个特点都可以引申出产品的优点，当产品拥有明显的优点后，就使产品具备了强大的说服力。
3. 好处（Benefit）
产品的特性以及优点可以引申为消费者购买此产品的好处。
我们通过FAB介绍法，把产品的特性、优点、好处层层分析，产品的个性就显露无遗，不但使顾客深刻了解了产品，也激发起他们对产品的强烈兴趣。下面以一款奶粉为例，分析FAB产品介绍法。
当你向顾客介绍说，我们的牛奶全部产于新西兰，这一句话告知顾客一个信息，就是这种奶粉的产地是新西兰；添加了脂肪酸DHA，这句话说明了产品的原材料；有红色和绿色两张包装描述了产品规格。这些句子都描述了产品本身所有的事实状况或特征，但是介绍仅仅停留在介绍产品的性质上，给顾客的仅仅是一些枯燥的数据信息，很难激起顾客的购买欲望。所以我们在描述了产品本身的特性后，接着就要进入更深层的解说——优点（Advantage）阐述。产品的每一个特点都可以引申出产品的优点。比如在描述奶粉产自新西兰后，我们可以告知顾客，新西兰是目前世界上环境最为优越的天然牧场，牛奶全来自于健康、高免疫的乳牛，奶粉绝对没有污染，卫生、安全。在环境日渐恶劣，人们非常注重食品卫生的今天，卫生、安全可以说是两个最大的优势。当产品拥有明显的优点后，就使产品具备了强大的说服力。
产品的好处能够激起顾客的购买欲望，所以陈述产品好处的时候要从产品的特性出发。特性1：产自新西兰天然绿色牧场，选自高免疫健康乳牛，优点：绝对无污染，卫生、安全；特性2：添加了脂肪酸。DHA为人体必需的不饱和脂肪酸，被称为“儿童聪明物质”。DHA对脑细胞的生长发育很有好处，能够提高和开发儿童智力；特性3：红和绿两种颜色的包装，红色是适合0～3岁幼儿食用，绿色为3～6岁儿童食用。由于有显著不同的包装规格，产品易于辨别，方便顾客选择。