全国2007年1月高等教育自学考试电子商务英语试题

56. consumer protection law  
57. joint venture    
58. liability risk    
59. online retailer    
60. shopping cart    
61. place an order    
62. smart cards    
63. network economy   
64. maximum value   
65. telecommunication   
66. client     
67. one-time start-up fee  
68. market share    
69. net loss     
70. DigiCash     
六、英译汉 （本大题共5小题，每小题2分，共10分）
Communication can be the most critical aspect of whether a change strategy will succeed or fail. (71) The degree to which information flows down through the organization can influence how well the change vision is understood and embraced. It can impact the values, behaviors and mindset of the workforce. It can either clarify or muddle a company’s organizational structure and employee roles and it can enhance or detract from the culture the leadership is trying to maintain. (72) Executives who have successfully led change efforts advocate in-person discussions and meetings as the most effective communication vehicles.
The degree to which information is shared across the organization can impact speed and flexibility tremendously. Lateral communication and cooperation is important to building an innovative organization as it supports risk-taking and provides tools to take action. (73) Continuous innovation, a critical element of e-business strategy, is at the mercy of an organization’s communication structure.
(74) In today’s business environment, the challenge associated with communication is not simply one of volume. Instead, it is the need to reach the target audience (both internal and external ) with messages that include strategic, tactical and “WIIFM” elements. It is the need to prioritize the communications for the target audiences (so that the most important will be absorbed first), as well as the need to strike a balance between too little and too much information. (75) In the e-business environment, building a relationship with customers is critical, and this cannot be achieved without hearing their suggestions, needs and desires. To be effective for internal audiences, communication must share what is and what is not changing. Communication builds commitment, and is the key to overcoming resistance to the change.

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