第一章 商学院（1）

Business school

Li Yuchun，the Ambassador for the “Yu Mi Loving Fund”

李宇春魅力

--玉米爱心基金

Chinese pop singer Li Yuchun is helping to spearhead a new fund to help children with leukaemia.

The winner of the Super Girl singing contest last year has been chosen as the ambassador for the “Yu Mi Loving Fund” of the Chinese Red Cross Foundation (CRCF). It is designed to raise money for China’ s impoverished leukaemia stricken children，whose families are burdened by expensive medical bills and can do little but wait to die.

Around 160 fans of Li came from all over the country，including some from HongKong，to participate in the ceremony for the launch of the fund in Beijing. The fans，including teenagers，middle-aged and elderly people，vied with one another to put donations into a big red box，and then got a T-shirt as a souvenir from the hands of Li. Some of them even donated many times，contributing all the money in their wallets，to get more chances to get up close to their idol.

“Li Yuchun has unimaginable influence among Chinese people，however young or old，male or female，” said Wang Rupeng，general-secretary of CRCF. He said his foundation had invited Li to serve as the image spokeswoman for the “Little Angel Fund，” that is also designed to help poor children with leukaemia late last year.

“When the news was published，the website of CRCF was soon jammed and broke down many times as too many fans piled up to donate money on the request of their idol.” Wang recalled.

The telephone lines of my foundation were also engaged all the time as those who could not log on to the Web asked us how to send their money via remittance. “Many fans even traveled a long distance to go to the foundation with their donations.”

At present，CRCF has received more than 6000 donations from fans totaling 400000yuan (US$50000). The donations have been helping 31 poor children hit by leukaemia，Wang said. “Given the huge influence of Li，CRCF decided to set up the special YuMi Loving Fund，hoping that more fans can take part in the charity move.” Wang said.

Li，the 22-year-old，who wore little make up for the launch，said at the ceremony， “It does not need many words here. Let us take action.”

中国流行歌手李宇春正在建立一个新的基金来帮助患有白血病的儿童。

去年超级女声冠军被选为中国红十字基金会（CRCF）的 “玉米爱心基金” 的大使。 “玉米爱心基金” 是一个自愿为中国贫困的白血病孩子筹集资金的组织。这些患儿的家庭面对昂贵的医药费，除了坐以待毙，其他的什么也做不了。

全国各地的160多位李宇春的歌迷（玉米），包括一些香港歌迷参加了在北京举办的发起仪式。这些玉米包括十几岁的青年，中年，老年人，他们争先恐后的将捐赠品放入一个红色的大盒子，李宇春送给每人一件T恤，作为纪念。一些人连续捐了许多次，把他们钱包里的钱都捐出来了，为的是得到更多接近他们的偶像的机会。

中国红十字基金会秘书长王汝鹏说： “无论男女老少，李宇春在中国人心中拥有超乎想象的影响力。” 他还说，他的基金会邀请李宇春当 “小天使基金” 的形象代言人，该基金也是用于去年下半年帮助贫困的白血病儿童的。

王回忆说： “当发布了这个消息后，中国红十字基金会网站的点击率马上暴涨，网页需要不断刷屏才能打开，因为太多的歌迷响应他们偶像的号召，争先恐后地要捐款。”

“我们基金会的电话也一直很忙，因为那些打不开网页的人都打电话来咨询汇款方式。许多玉米曾经不远万里亲自到基金会来捐赠。”

王说，目前，中国红十字基金会已经从玉米那里收到6，000多笔捐赠，总计40万元人民币（约5万多美元）。这些捐赠已经投入使用，正在帮助31个白血病患儿。因为李宇春的巨大影响力，中国红十字基金会决定成立 “玉米爱心基金” ，希望有更多玉米加入到慈善团队中来。

今年22岁的李宇春身穿专门为这次活动设计的衣服，出席了仪式并号召： “这里不需要太多的语言，让我们行动起来吧。”

核心单词

ambassador n. 大使；使节

spearhead v. 当……的先锋；带头

leukaemia n. 白血病

souvenir n. 纪念品，纪念物

ceremony n. 仪式，典礼

财经知识一点通

形象代言人（celebrity）

是指为企业或组织的赢利性或公益性目标而进行信息传播服务的特殊人员。代言人可以存在于商业领域，也可以出现于政府组织的活动中。

慈善团体（charity）

各种以社会慈善事业为目的的团体，如孤儿院、养老院、免费医院等。最初的慈善团体多为宗教组织的一个分支，以后才发展成以私人捐献财产直接为慈善事业的团体形式。现由国家拨款建立的慈善机构或属于教会的慈善机构属于公法人，其余则属于私法人。

翻译行不行

It is designed to raise money for China’ s impoverished leukaemia stricken children，whose families are burdened by expensive medical bills and can do little but wait to die.

Some of them even donated many times，contributing all the money in their wallets，to get more chances to get up close to their idol.

At present，CRCF has received more than 6000 donations from fans totaling 400000yuan (US$50000).

Foreign Exchange Market

走近外汇市场

Foreign Exchange dealings take place on the Foreign Exchange market，they may be subject to Exchange Control. The Foreign Exchange market consists of the exchange dealers of the banks and the exchange brokers. It is made up of two sections: the spot market for spot transactions，and the forward market for forward transactions. Spot transactions are foreign exchange transactions that have to be settled promptly，forward transactions have to be settled on an agreed future date. The price of one currency in terms of another is called the rate of exchange or exchange rate. There are different rates for the different exchange instruments，The rates at which the banks sell foreign exchange (selling rates) are higher than the rates at which they buy (buying rates). Spot transactions are concluded at the spot rate and forward transactions at the forward rate. The forward rate may be higher or lower than，or on the same level as，the spot rate. If the forward rate is above the spot rate，the difference is called the premium，if the forward rate is below the spot rate，the difference is known as a discount. If the forward rate is on the same level as the spot rate，they are known as at par.

在外汇市场上进行外汇交易，可能会受到外汇管制。外汇市场由银行的外汇交易员和经纪人组成，分为两大部分：即期交易市场和远期交易市场。即期交易是指必须立刻进行交割的外汇交易；远期交易必须在双方约定的将来某个日期进行交割。一种货币的价格用另一种货币来表示，叫做汇率。不同的信用工具有不同的汇率，即电汇汇率。即期交易按即期汇率交割，远期交易按远期汇率交割。远期汇率可能会高于、低于或等于银行卖出外汇（卖出汇率）要比买入外汇（买入汇率）的价格要高。如果远期汇率高于即期汇率，其差额叫做升水；如果远期汇率低于即期汇率，其差额叫做贴水。如果远期汇率等于即期汇率，叫做平价。

核心单词

exchange v. 交换；调换；兑换

broker n. 经纪人

transaction n. 交易；业务；买卖

rate n. 比例，率；比率

财经知识一点通

现货交易 (spot transaction)

指买卖双方以实物交割为目的的商品交易方式。按其交割时间不同，可分为即期现货交易和远期现货交易。即期现货交易是现买现卖，钱货两讫，即由拥有商品准备立即出售的卖方和拥有货币但想立即得到商品的买方直接见面，即时成交。

升水 (Premium)

金银币在销售时，其本金本银部分是按国际价格而确定的，而加工费和利润部分称为升水。升水是指远期汇率高于即期汇率，与贴水对应。在通常情况下，银行报出的升贴水数只报两位或三位数。升贴水数的大小，两个数的排列次序也按升水或贴水而不同。在直接标价法下，小数在前，大数在后，即为升水；在间接标价法下，若是小数在后，大数在前，即为升水。

翻译行不行

Foreign Exchange dealings take place on the Foreign Exchange market，they may be subject to Exchange Control.

It is made up of two sections: the spot market for spot transactions，and the forward market for forward transactions.

The forward rate may be higher or lower than，or on the same level as，the spot rate.

The Courses that Make You Rich in University

让你致富的8门大学课程

Is it common knowledge that school doesn’ t prepare you well for the real world?

Sure，you can get a good degree，find a well-paying job，work until you’ re in your 60s，and then retire to enjoy the life you’ ve deferred for 40 years. However，that may not prove to be a successful life，a secure life，a financially sound life. A lot will depend on your outlook and your goals but know this: School doesn’ t prepare you well for achieving wealth or becoming an entrepreneur and it downright fails at teaching you how to be rich.

Nevertheless，school is here to stay. For now. Thus，it helps to identify which classes are the most relevant and helpful for those of us looking to become rich entrepreneurs. There are，in fact，several courses that contain critical information and instruction that，if used correctly，will put you on your path to riches.

Accounting

Although this list is in no particular order，I think Accounting is，by far，the most important course to take if you want to succeed financially. Today’ s “credit crunch” illustrates that there are too many people who do not understand a balance sheet. Someone who walks into Best Buy and pays for a 47-inch plasma television with a credit card does not comprehend the difference between an asset and a liability.

Learning the difference between assets and liabilities，as well as concepts like inventory and cash flow，is essential if you intend on keeping your finances in order. Moreover，these concepts are crucial if you want to start your own business. The health of a business is reflected in its balance sheet and financial statement. As those numbers go，so does the business. Accounting will help you understand that cash flow is what helps a business succeed，and it is what helps you as an individual succeed.

Marketing

If you intend on making money from selling something (which，incidentally，is how any business makes money) ，then you need to learn how to find the right product. Marketing，in and of itself，is not selling. However，it helps you learn how to promote certain products and services. By taking Marketing，you can understand the process involved in figuring out what consumers want，focusing on a product that satisfies those desires，and the attempt at moving consumers toward that product.

Too often，products fail because their creators didn’ t bother to learn whether a market existed for that product. This process involves research and time，but，in the end，it can save a business thousands，if not millions，of dollars. As an entrepreneur，it can also save you valuable time and money. Find the market first，and then develop the product.

Economics

Understanding the production，distribution，and consumption of goods and services is essential if you want to take a big picture approach to business and investing. The current state of the U.S. economy is a combination of various factors (i. e. consumer over-spending，speculative real estate investing，fragile lending practices，a weakening dollar，low supply of oil，etc. ).

If you understand how the economy got to the point where it is today，it helps you identify where your money should be. You can pick out the right investments and turn away from the bad ones. You can identify which direction your business should go in，including whether to take advantage of certain trends or cut out excess inventory.

Economics is a vital ingredient in a person’ s financial education. The world is now a global marketplace，and the supply and demand of goods and services operate at that level.

Finance

Finance helps you understand how the time value of money works and how various investment vehicles operate. One of the keys to becoming rich is comprehending how money works when it’ s not in your hands. A finance course (preferably one geared towards entrepreneurship) will teach you what you need to know to reach this level of understanding. There might be some math involved，but it won’ t kill you. It’ ll just make you a stronger and more savvy investor.

Any American History Course

History can be boring. But if you look at history from a different viewpoint，it can open doors for you. The most valuable aspect of history is its ability to convey to us the mistakes of others. Studying history helps you learn from others mistakes so that，hopefully，you won’ t commit the same mistakes.

American history is filled with mishaps，wrong turns，and terrible decision-making，both at the national political level and at the business level. Look at these errors，and figure out how a better decision could have been made.

Writing and Composition

Succeeding as an entrepreneur requires that you be able to express yourself and your ideas. Whether it involves pitching an idea to an investor，writing a press release，or composing a business plan，entrepreneurs need to communicate. More often than not，this communication is done in writing. Basic composition and grammar skills can do wonders for your ability to convey your ideas and your mindset.

Any Literature Course

Literature，like history，contains valuable lessons that emanate from years of experience and wisdom. Why not draw on these sources of information? There is no limit to the topics covered by novels. Ernest Hemingway’ s books are full of inspirational messages. Oscar Wilde provides brilliant business advice. Henry David Thoreau is the master of teaching self-reliance. These books and others provide timeless principles of personal development and，just as important，wealth creation.

Management

One of the problems with “bosses” is that they don’ t know how to manage people. If you want to own and run a business，you need to manage that business effectively and efficiently. An understanding of management concepts and learning different techniques and skills will not only make you likable，but they will also help you make more money.

学生通过学校的学习并不能掌握应对残酷现实世界的技能，这是否已经成为所有人的共识了呢？

当然，你可以通过上大学获得一个高学位和一份高薪工作，接着工作到60岁，然后开始享受退休生活，享受迟来了40余年的那份安逸快活。但是，这并不能保证你就能过上成功、稳定并且金钱宽裕的生活。你要明白，学校是不会在让学生变富裕或成为一名企业家方面下大工夫的，换句话说就是，学校在传授学生如何变得富有这方面，是彻底的失败者。

不过，目前学生还是要待在学校里学习的。尤其对于那些想成为富人的学生来说，学校可以帮助你选择一些最有帮助的相关课程。实际上，有些课程能够提供十分关键的信息和指导。如果你能加以充分地利用，那么财富就会在不远处向你招手。

会计学

虽然排列的顺序没有特殊的意义，但是我觉得如果你想要获得经济上的成功，那么会计必是首选的课程。当今的信用危机不正好说明了有很多人对保持收支平衡都很不在行吗。人们在好购刷卡购买一台47英寸等离子电视的时候还是分不清财产和负债的区别。

如果想要使你的财政状况保持有序，你就需要对这两者间的差别，还有货物清单及现金流这些概念有所了解。此外，当你想自己创业时，这些概念也很重要。生意的好坏都会在收支平衡表和财政结算表中有所反映。如果这些表上的数据不够理想，那么你的生意也不会好到哪儿去。通过学会计学，你会知道现金流的保有能使你取得生意上的成功，进而帮助你取得人生的成功。

市场营销

如果你想要从销售（这也是绝大多数公司赚钱的方式）中赚到钱，那么你就得学会找到合适的产品。市场营销从本质上来说并不等于销售。不过它会让你学会怎样去推销产品和服务。通过学习市场营销，你就会明白消费者想要什么样的商品，把精力集中到能让消费者满意的商品上，并试着让他们对那件产品有购买的欲望。

产品不畅销，通常都是因为其生产商事先没有调查，确定这件产品的市场前景。虽然在这个过程中既要做市场调查又要消耗一些时间，不过这样做却能帮公司省掉成千上万，甚至百万、千万美元的损失。对于一位企业家来说，它还可以帮忙节省许多宝贵的时间和金钱。因此，首先要认真调研市场，其次才是着眼于产品本身。

经济学

如果想全面了解投资与生意，那你就得对货物和服务的生产、分配以及消费这些方面有所了解。当前美国的经济状况是由多种因素造成的，例如消费者的过度消费，房地产的投机猖獗，过于脆弱的借款机制，美元的疲软以及石油供应不足等。

了解经济发展的态势，会让你看清投资方向。进而，你就可以避免错误的投资并找到正确的投资领域。此外，你还能清楚地洞察到自己生意的未来走向，比如你是应该紧跟当前的风头增加货源，还是应该清理积压商品等等。

经济学在个人的金融教育中是一个不可或缺的因素。当今世界已经变成了一个全球市场，所有的货物及服务的供求都在这个大市场中进行。

金融学

金融学会帮你理解钱的时间价值以及不同投资机构的运行方式。要想发财，关键之一就是要了解：当钱不在你手上的时候，它们是如何运作的。有关金融--最好是针对如何管理企业的课程会教你怎样达到那样的理解层次。或许这会涉及到数学，但并不会太难。相反，它会让你成为一名更强更有悟性的投资人。

任意一门美国历史课

历史可能很枯燥。但是如果你能换一个角度去看待它，你就会得到很多有用的启示。你能从历史中看到他人所犯的错误，这是它最有价值的地方。此外，通过对历史的学习能够让你避免再犯前人所犯过的错误。

美国历史是由许许多多的灾难、错误的转折，以及可怕的决定充斥而成的--不论是政治的还是经济的。你要做的，就是研究这些错误，并找出更好的解决办法。

写作

要想成为一名成功的企业家，你必须具有表达自己观点以及表达自己的能力。因为无论是要向投资者表述一个构思、起草记者会文稿，还是拟定一份商业计划书，你都需要与别人沟通，而且大多数情况下，这种沟通都是通过书面形式完成的。当你在表达自己的观点和想法时，熟练掌握基本的写作以及语法技巧能让你事半功倍。

任意一门文学课程

文学和历史一样，饱含了前人留下的宝贵经验和才智。鉴于此，为什么不把这些宝贵资源充分汲取呢？小说所涵盖的主题是不受任何限制的。厄内斯特·海明威的小说的内容能激发人们的灵感。奥斯卡·王尔德会提供十分独到的、精辟的商业建议。亨利·大卫·梭罗则是教人自助自立的大师级作家。这些书能够提供的原理古今通用，不仅促进个人发展，而且还能帮助你创造财富。

管理学

老板们的一个通病，就是不知道如何管理好自己的员工。如果想要经营一门生意，你必须能高效高速地处理问题。当你对管理的理念有所了解，又掌握了多种应对方法和技巧之后，你这个老板就会变得人见人爱，而且还能赚到更多的钱。

核心单词

downright adv. 完全地，彻底地

accounting n. 会计；会计学

inventory n. 存货清单；存货盘存

emanate v. 发源

财经知识一点通

信用危机 (credit crisis)

信用危机的主要表现是：商业信用和银行信用遭到破坏，大批银行倒闭，商业信用需要减少，借贷资本的需要大大超过供给，利息率急剧上升。

现金流 (cash flow)

一般是针对企业而言的，所以现金流是指某一段时间内企业现金流入和流出的数量，比如企业销售商品、提供劳务、出售固定资产、向银行借款、上市等都会取得现金，形成现金流入；购买原料、支付工资、构建固定资产、对外投资、偿还债务等都需要支付现金，从而形成企业的现金流出。

翻译行不行

Is it common knowledge that school doesn’ t prepare you well for the real world?

Too often，products fail because their creators didn’ t bother to learn whether a market existed for that product.

If you want to own and run a business，you need to manage that business effectively and efficiently.