Contents Chapter 1 Marketing Strategies .............................. 1 Pre-reading Activities ..................................................................................2 Part 1: Case Study of KFC ..........................................................................2 Part 2: Case Study of Hai Di Lao ..............................................................12 Part 3: Case Study of Disneyland .............................................................17 Part 4: Case Study of Promotional Strategies ..........................................22 Business Application .................................................................................30 Chapter 2 Corporate Scandals ............................... 31 Pre-reading Activities ................................................................................32 Part 1: Volkswagen Emissions Scandal .....................................................32 Part 2: How United Airlines Handles an Overbooked Flight ...................42 Part 3: Well Fargo’s Fake Accounts ..........................................................50 Part 4: Tesco’s Accounting Fiasco .............................................................55 Business Application .................................................................................59 Contents IV 商务文本分析与应用教程 Chapter 3 Cars and Oil .......................................... 61 Pre-reading Activities ................................................................................62 Part 1: Car Ownership Restrictions ..........................................................63 Part 2: M&A: Geely and Volvo ..................................................................73 Part 3: Car Models and Auto Shows .........................................................79 Part 4: Oil Pricing Mechanism ...................................................................82 Business Application .................................................................................87 Chapter 4 China’s Internet Companies .................. 89 Pre-reading Activities ................................................................................90 Part 1: Case Study of WeChat ..................................................................91 Part 2: Case Study of Vancl .....................................................................100 Part 3: Case Study of Alibaba .................................................................105 Part 4: Case Study of Jack Ma ................................................................109 Business Application ...............................................................................119 Chapter 5 China’s Property Market ..................... 121 Pre-reading Activities ..............................................................................122 Part 1: China’s Real Estate Bubble..........................................................122 Part 2: Beijing’s Property Control Measures ..........................................134 Part 3: Property Boom/Bust ...................................................................144 Part 4: China’s Women and Property......................................................148 Business Application ...............................................................................153 V Contents Chapter 6 China’s High-Speed Rail ...................... 155 Pre-reading Activities ..............................................................................156 Part 1: Trajectory of China’s HSR Development .....................................156 Part 2: News Reports on China’s HSR ....................................................162 Part 3: Industry Implications of High-Speed Rail ....................................169 Part 4: High-Speed Rail in the U.S. .........................................................177 Business Application ...............................................................................180 Chapter 7 China’s Demographic Economics ......... 187 Pre-reading Activities ..............................................................................188 Part 1: China’s Demographic Challenges ...............................................189 Part 2: Challenges Facing the Old ..........................................................203 Part 3: Maternity Tourism .......................................................................212 Part 4: Controversial Assistant Reproductive Methods .........................220 Business Application ...............................................................................228 Chapter 8 RMB Exchange Rate ............................ 233 Pre-reading Activities ..............................................................................234 Part 1: U.S.’ and China’s Stance on RMB Valuation ................................235 Part 2: The Fall of RMB’s Value ...............................................................243 Part 3: RMB’s Addition to the IMF’s Currency Basket ............................248 Part 4: President Trump’s Stance on RMB ..............................................252 Business Application ...............................................................................256 VI 商务文本分析与应用教程 Chapter 9 European Debt Crisis and Brexit ......... 259 Pre-reading Activities ..............................................................................260 Part 1: European Debt Crisis Explained .................................................261 Part 2: Debt Crisis in Greece ..................................................................267 Part 3: Brexit Explained ..........................................................................275 Part 4: Aftermath of Brexit Referendum ................................................281 Business Application ...............................................................................290 Chapter 10 U.S. Tax Reform................................... 291 Pre-reading Activities ..............................................................................292 Part 1: How to Pay U.S. Individual Taxes ................................................292 Part 2: Why Is Tax Reform Diffi cult? .......................................................300 Part 3: U.S. Tax Reform at a Glance ........................................................307 Part 4: Republicans VS. Democrats on Tax Reform ................................314 Business Application ...............................................................................320