内容简介

《开发全球市场——一本成功准入的指南》是一部优秀的商业名作，此书共十五个章节，其包含的内容比较全面，是一本综合性的入门书，本次翻译实践选取的是第一二两章：开发全球市场、在全球市场中定位你的角色。

翻译选取的第一二两章，从介绍中小企业在全球市场的发展现状展开，逐步向读者展示了如何发展全球市场。本书还运用一些例子举证，并加入了专业术语与商务方面的知识。

第一章以美国中小企业为例，首先简要分析了市场在美国发展中的作用，主要表现在

全球市场和经济两方面；其次介绍了影响市场发展的几大力量，如国际环境、文化、竞争水平、媒体等；最后介绍了中小企业在发展市场时面临的挑战等。第二章则重点剖析了中小企业在发展市场中扮演的角色。在扩张中，中小企业首先要考虑国际扩张的获利潜力，包括估算未来收入、可算成本、固定成本和毛利率；他们还需要考虑一些重要的规章制度，像出口、货物销售合同；此外，他们要考虑全球增长的计划和策略，像出口、交钥匙项目、许可证、特许经营、合同制造、合资项目、全资子公司和全球增长和组织设计。

小论文分为四部分，第一、二部分阐述了翻译的整体情况，第三部分着重分析了在翻译过程中出现的问题及解决的方法，第四部分总结此次翻译实践的收获，并针对翻译中的不足提出今后的改善方向。

INTRODUCTION

Grow your global markets ——A handbook for successful market entry, is an excellent business book with 15 chapters. This is a comprehensive introductory book which contains various of contents. In this translation practice, two chapters are selected to be translated, namely Growth in Global Markets and Determining Your Role in Global Markets.

In the two chapters, as the development of small-and-medium-sized enterprises introduced  in the global market, the author shows the readers how to develop the global market gradually.  At the same time, the book uses some examples, some technical terms and business knowledge.

The first chapter takes the American small-and-medium-sized enterprises as sample. Firstly, it briefly analyzes the effects of the market in the development of the United States which basically behaves in global market and economy. Secondly, the chapter introduces several forces that affect the development of the market, such as international environment, culture, competition, media and so on. Finally, it describes the challenge that small-and-medium-sized enterprises faces in the development of market. The second chapter focuses on expounding the

role  of small-and-medium-sized enterprises  in  global  markets. To  begin  with ， they  should

consider the profit potential of international in the process of expansion, including estimating future revenue, variable costs, fixed costs and gross profit margin. Also, they should consider some rules and regulations like exporting and contracts for the sale of goods. What’s more, they should consider the global growth plans and strategies, such as exporting, turn-key projects, licensing, franchising, contract manufacturing, joint venture, wholly owned subsidiary, global growth and organization design.

The essay on translation practice is divided into four parts. The first two parts introduce the whole situation of translation, and the third part stresses on analyzing the problems and solutions to them in the process of translation. The fourth part summarizes the attainment experience of translation and puts forward some improvement in the future.