Business English is an important part of ESP. ESP-related knowledge learning is an indispensable part of the business English learning system and an important channel to learn business English knowledge and cultivate business English application ability. The following is what I arranged for you for your reference.

Fan: Reform and practice of training mode for business English majors. The article "Several Opinions on Improving the Teaching Quality of Higher Vocational Education in an All-round Way" issued by the Ministry of Education 1998 clearly stipulates that the guiding ideology of running higher vocational education is "service-oriented, employment-oriented, and taking the road of combining production with learning". This guiding ideology determines the necessity of reforming the current training mode for business English majors. This paper takes the reform and practice of the training mode of combining work with study for business English major in Henan Agricultural Vocational College as an example to talk about my personal views.

Paper Keywords: Business English, Work-integrated Learning, Personnel Training Mode, Reform, Practice

I. Quotation

According to the spirit of the document "Several Opinions on Comprehensively Improving the Teaching Quality of Higher Vocational Education" issued by the Ministry of Education 16, the reform of talent training mode in higher vocational education should aim at enhancing students' professional ability, and strengthen the cultivation of students' ability, especially practical ability, according to the requirements of professional posts and referring to relevant professional qualification standards. Business English major is a newly established major in our college. During several years of professional construction and development, we have been exploring and discussing, trying to adjust the professional curriculum and reform the talent training mode according to the spirit and requirements of relevant documents of higher vocational education. Business English majors always adhere to the guiding ideology of serving local economic and social development, with schools as the main body, industry enterprises as the support, and professional steering committees as the link, and constantly explore the road of running schools by combining work with study. In recent years, by exploring the talent training mode of combining production with learning and alternating work with study, we have vigorously opened up new practice bases, invited enterprise experts into the campus, and let students practice in the practice bases. This teaching mode not only enables students to learn many skills that books can't learn, but also greatly broadens their employment channels, and has achieved initial results.

Second, the theoretical basis for the reform and practice of the talent training mode of combining work with study for business English majors

1, the concept of combining work with study. What is the training mode of combining work with study? The explanation of the World Cooperative Education Association is: "Combining classroom study with work study, students apply theoretical knowledge to their relevant work practice where they work for real employers and usually get paid, and then bring back the challenges and increased knowledge at work to the classroom to help them further analyze and think in their studies." This form of running a school takes strengthening students' practical ability as the breakthrough point, taking improving students' professional quality, shortening the gap between school education and employers' demand and improving students' employment competitiveness as the fundamental principle, which fully embodies the vocational education concept of "employment-oriented and ability training as the core", is the product of adapting to social development and change, and is also the core field of vocational education reform and development in China.

2. The guiding ideology of higher vocational education. In 2006, the article "Several Opinions on Comprehensively Improving the Teaching Quality of Higher Vocational Education" issued by the Ministry of Education clearly stipulated that the guiding ideology of running higher vocational education is "service-oriented, employment-oriented, and taking the road of combining production with learning". This guiding ideology determines the necessity of reforming the current training mode for business English majors. Although the history of higher vocational education in China is not long, it has developed rapidly. The combination of work and study, the combination of production and education, and the deep integration between schools and enterprises constitute the characteristics of the current talent training model of higher vocational education in China. Higher vocational education emphasizes the cultivation of talents according to the needs of the labor market, takes employment as the guidance, and pursues the zero distance between school education and social production practice. The combination of work and study is the most effective way to achieve this goal.

Third, the main ideas and measures to carry out the reform and practice of the training mode of combining work with study for business English majors.

Business English major of Henan Agricultural Vocational College implements the "2+ 1" talent training mode of combining work with study, that is, students study theoretical courses and practical courses on campus for the first two years, and the school organizes off-campus practice in the third year. A year's time provides students with enough time to understand the society and learn practical knowledge and skills on the front line. The school promotes practical teaching and students' employment by establishing an off-campus practice base combining work with study. The off-campus practice base of work-study combination is a practical teaching place for cultivating students' professional skills and professional quality by cooperation between schools and enterprises and using the production and management resources of enterprises. Students work in the off-campus practice base, educate themselves in the actual working situation, and master the knowledge and professional skills needed for future employment. Therefore, doing a good job in off-campus practice base is the basis and quality assurance for carrying out the reform and practice of the talent mode of combining work with study. Correct reform ideas and appropriate practical measures are of great significance for realizing the goal of talent training.

First, it is necessary to clarify the basic idea of combining work with study and "2+ 1" cooperation between schools and enterprises.

"2+ 1" refers to 2-year on-campus courses+1 year enterprise industry courses. That is, in the three-year study life of higher vocational colleges, students focus on learning professional basic knowledge in the first two years of school, that is, basic knowledge of English language and basic skills of enterprise management; In the first semester of the second year, I took classes in the enterprise, studied the skills courses that the enterprise needed, that is, the core skills of the post, and practiced in the enterprise in the last semester. The first two years focused on theoretical knowledge, and the last year focused on practice.

Secondly, it is necessary to clarify the basic characteristics of the training mode of combining work with study for English majors in higher vocational colleges.

The basic characteristics of the training mode of work-integrated learning for business English majors are: 1 The training plan of work-integrated learning is an educational plan that organically combines school study with enterprise work experience, so that students can get both academic education and vocational qualification training; 2. Schools and cooperative education enterprises should establish a relatively stable contractual cooperative relationship and form a dynamic mechanism of mutual benefit, complementary advantages and common development; The jobs provided by cooperative enterprises for students are all developed or recognized by the school, which is a learning and training environment suitable for professional work. The employment of students by enterprises is determined by the two-way choice of enterprises and students; Students are engaged in actual production and operation in cooperative enterprises, and enterprises manage students according to the requirements of formal employees; Students' work in cooperative enterprises is closely related to their academic goals and career goals; The work progress of students in practice is led and supervised by the school; 7. The performance of students participating in cooperative education is jointly evaluated by schools and enterprises. Enterprises should take recruiting and training students to participate in cooperative education as an important part of the development of enterprises and enterprises that cultivate talents.

Third, establish a new training mode of business English talents through reform.

The essence of work-study combination and school-enterprise cooperation education is that the school and the employer jointly make a talent training plan and carry out talent training work, and all or part of the students are employed by the employer after graduation. As a school, first of all, we should go deep into the enterprise and understand the employment needs and personnel training specifications of the enterprise.

The content of enterprise research should focus on understanding the number of employees recruited by enterprises every year, the types of talents, and the requirements of enterprises for knowledge, skills and attitudes of skilled talents, so as to provide decision-making basis for the professional setting and curriculum setting of schools. It is helpful to accurately locate the training goal of business English major, realize the marketization of major setting, strengthen the pertinence of major, improve students' learning enthusiasm, enhance their post adaptability and social adaptability, form a virtuous circle of enrollment and employment, realize the training goal of business English talents, and promote the vigorous development of higher vocational education reform. Taking the business English major of Henan Agricultural Vocational College as an example, the "learning" of "work-study combination" is mainly reflected in that students mainly study basic social knowledge, ideological and moral cultivation, English language knowledge and skills, and basic theoretical knowledge and general skills of business majors in the first two years of school, while the "work" of "work-study combination" is based on the needs of cooperative enterprises-the practice base of business English major in the third year. School-enterprise * * * formulates relevant courses according to the quality requirements, core skills, innovation ability and sustainable development of students' employment positions, conducts job skills training or on-the-job training in Qinhuangdao, Shanghai and other internship bases purposefully and pertinently, accepts the management, skills training and corporate culture of internships in Qinhuangdao and Shanghai, enhances job adaptability and practical work ability, and enables them to enter the post role as soon as possible when they are employed.

Fourthly, the reform of teaching mode for business English majors.

The main form of "2+ 1" work-study combination training mode is project-based training, which has become an innovative project of business English major training mode. In the process of talent training, it is mainly to improve students' practical ability, to boldly carry out the reform and exploration of classroom and practical teaching, and to implement innovative education. Take a variety of educational forms, such as centralized class, decentralized guidance, opening off-campus training base practice, and project discussion. Most of them are innovative ways and explorations of classroom and practical teaching reform. In the process of special construction and teaching reform, the business English major of the Department of Basic Science of Henan Agricultural Vocational College has done the following work: 1 professional investigation. Including the demand for business English talents in Zhengzhou and Shanghai, and the research on the core skills of business English. 2. Follow-up survey of business English graduates. Understand the technological progress of enterprises and the trend of talent marketization. 3. Combining professional course training, summer enterprise practice, and personnel training innovation scheme. 4 curriculum resources construction. Curriculum design, optimization and integration. Reform of theoretical practice course mode. 5 Practice teaching

Fifth, the practice of talent training mode of combining work with study, taking business English major in our school as an example.

1. In terms of specialty setting, training objectives and specifications, and the design of professional training programs, we actively invited the Steering Committee for Business English Specialty Construction to participate, and hired experts from more than 10 enterprises and institutions to set up the Steering Committee for Specialty Construction. In the process of making the teaching plan, we should solicit opinions from experts extensively, and adjust the teaching plan in time according to the feedback from experts, so that the students trained by the Department of Basic Science can meet the actual needs of society.

2, extensive base construction, school-enterprise personnel hired each other, to carry out research and project promotion.

Henan Agricultural Vocational College and foreign enterprises and institutions jointly built an internship base on campus, and built an effective long-term mechanism of mutual employment and cooperation between schools and enterprises, which achieved remarkable results. So far, more than a dozen teachers majoring in business English in the Department of Basic Science have been employed by foreign enterprises and institutions in the school. Since its establishment, the Department of Business English of Basic Science has been focusing on Henan Province and Zhengzhou City, radiating administrative institutions and enterprises in neighboring provinces and cities, extensively carrying out the construction of practice bases, signing a mutually beneficial practice base agreement, and providing technical support for enterprises and institutions by using the teachers and technical strength of the school, which not only cultivated double-qualified teachers, but also promoted the development of enterprises and achieved good results.

3. Strengthen the foreign cooperation of students' internship and training.

Since its establishment, Business English major in our college has actively cooperated with employers with the strong support of college and department leaders, creating good internship conditions for students. In the construction of training room, strengthen the contact and cooperation with social enterprises and institutions, and build or improve the training room according to the requirements of society for students' ability. Since its establishment, the Ministry of Basic Science has actively cooperated with employers to create good internship conditions for students, and hired business personnel and senior management personnel of the internship base to guide students during their internship. In the internship, each student has a clear instructor to guide, evaluate and make suggestions. Business hotels in Shanghai, Qinhuangdao and other places provide students with on-the-job training venues for 9 months and one week, which are distributed in many related basic positions such as secretarial, front desk reception, translation, etiquette, room service, e-commerce, etc., to ensure students' proficiency in job skills and adaptability to the working environment of enterprises. At the same time, schools, hotels and students signed a tripartite internship agreement to fulfill and protect the right of self-pity, so that work and study can be organically combined and implemented. Practice results: Business English major has formed a good production-learning mechanism, and the Basic Science Department has solved technical problems for enterprises, promoted the promotion of new projects and market development, and conducted English training. Enterprises provide guidance for the construction of business English majors and provide internship training bases for students. Enterprises and schools have formed a good cooperation, and school-enterprise win-win situation.

Fourthly, explore the management mode of off-campus practice base combining work with study.

According to the nature and scale of the cooperative enterprises in the off-campus practice base and the specific teaching tasks undertaken in the cooperative education, the business English major of our school mainly explores the management mode of the off-campus practice base from the following two aspects:

1, enterprise management mode.

This model is generally applicable to two situations: one is the order-based cooperative teaching in which enterprises participate in all aspects.

In the form of education, the partners are generally large enterprises. The main purpose of enterprise cooperation is to cultivate what it needs according to its requirements.

Applied technical talents. One is that in cooperative education, enterprises accept students' internships as the main content.

In the form of cooperation, the partners are generally small and medium-sized enterprises. For example, on the eve of the 20 10 Shanghai World Expo, hotels and guesthouses in Shanghai are in urgent need of a large number of professional foreign language talents, and business English majors of Grade 08 have worked as interns in many hotels and guesthouses under the leadership of the Department of Basic Science.

2. The management mode of combining enterprises with schools.

This is our most commonly used management mode. In this mode, enterprises provide practice for schools.

Necessary teaching conditions such as venue, equipment and teachers, and designate a special person to be responsible for the management of the practice teaching base. Students' practical activities in the practice teaching base are part of the business activities of enterprises. Different from the independent management of enterprises, the teaching activities of practice teaching base are carried out in full accordance with professional requirements, and professional teachers directly participate in the teaching management of practice teaching base. For example, in 2007-2065 438+00, when business English majors in our school went to Qinhuangdao and Beijing for internships, they were led by professional teachers and cooperated with enterprises to implement the management mode of combining enterprises with schools. On the one hand, students improve their skills through practice; On the other hand, full-time teachers are familiar with the tasks and responsibilities of each post and accumulate on-site work experience through on-the-job practice. This way can quickly promote young teachers to become experts in the industry and let them teach and train the knowledge and skills that jobs really need.

Verb (abbreviation of verb) abstract

Starting with exploring the talent training mode of combining work with study for business English majors, this paper expounds the basic idea of combining work with study and the cooperation between schools and enterprises "2+ 1", and analyzes the traditional talent training mode for business English majors, with a view to reforming the teaching mode, actively exploring and building new training bases, and strengthening the cooperation between schools and enterprises and combining work with study. By exploring the management mode of off-campus training base, exploring the talent training mode of combining work with study, and providing a real working environment for business English majors with the help of enterprise platform. At the same time, it reduces the cost of cultivating talents in enterprises and does not need to cultivate nerds. This win-win talent training mode should be continuously developed and improved in practice, so that schools, students and employers can get tangible benefits from it and business English major education in higher vocational colleges can make greater contributions to society.

refer to

1 Luo Qunying. Exploration of employment-oriented higher vocational education system reform [J]. Education and industry

2 Liu Sumei. Construction and implementation of comprehensive practical teaching system [J]. Vocational Education Forum .2005.4

3 Zhang Zhenying. Discussion on talent training mode in higher vocational colleges under the new situation [J]. Journal of Beijing Economic Management Cadre College.2004.338+0

Fan Wener: On Empathy in English Business Letter Writing: This paper will discuss how to empathize in business letter writing according to the stylistic characteristics of business letters, so as to express relevant pragmatic principles to the maximum extent. Humans always follow certain pragmatic principles when using language to communicate, including politeness principle.

Keywords: empathy, politeness principle, English business letters

In the current international business communication, people adopt various communication methods, which are usually divided into verbal communication and non-verbal communication. Paper reference. Among them, oral communication refers to oral and written communication, including oral communication methods such as telephone and business negotiation, as well as written communication forms such as letter, telex, telegram, fax and contract. Paper reference.

The rapid development of international trade requires people to adopt more convenient and efficient communication methods, such as fax, telex, e-mail and telephone, which have been widely used. However, most business activities in international trade, such as sending samples, ordering and delivery, are completed through communication. According to the stylistic features of business letters, this paper will discuss how to put yourself in the business letter writing, so as to embody the relevant pragmatic principles to the maximum extent.

First, the politeness principle and its standards

Humans always follow certain pragmatic principles when using language to communicate, including politeness principle. As a language communication, international business letters also follow this principle. Only under the guidance of politeness principle can business letters be written appropriately, thus ensuring effective business communication.

Politeness principle is a language communication principle put forward by Leech in 1983. He believes that people consciously or unconsciously follow this principle in language communication. Politeness principle includes six principles: propriety, generosity, praise, modesty, consistency and sympathy. "Appropriateness criterion" refers to the way that the speaker pays attention to speaking in order to achieve his own purpose in language communication, which is embodied in making others suffer less and benefit more. The principle of generosity is to be generous to others, and the speaker gains less and suffers more. "Praise rule" means that when others state something or a certain point of view, don't say anything against each other, that is, praise more and belittle less. "Modesty rule" refers to keeping a modest attitude when talking to others, that is, say less about yourself and say more about yourself. The principle of "consistency" refers to minimizing the differences between the two sides of the exchange and maximizing the consistency between the two sides. "Compassion principle" refers to reducing the antipathy to the other party and sympathizing with what the other party says in language communication. These six principles have a strong guiding role in writing business letters for the purpose of effective communication.

Second, how to empathize and fully embody the politeness principle.

1. Stylistic Features and Writing Standards of Business Letters

The language used in business letters belongs to written and practical style, which pays attention to the choice of language and expression means, especially the expression effect of language. Its language is often formal and implicit, but not too straightforward, leaving room for speech to avoid being rude because of the simplification of words; The second is cordial and rarely sharp. Although emotional words are not widely used, they actively create a harmonious and cooperative atmosphere between the lines to facilitate mutual cooperation; Third, easy-going and flexible, easy to enhance understanding, achieve * * * knowledge, and guide the healthy development of business contacts.

Based on the linguistic features and styles of business letters, people traditionally take the 7C principle as the criterion for judging effective letter writing, that is, the standards and principles of business English writing can be summarized into seven words beginning with the letter C: complete, correct, concise, clear, specific, polite and considerate.

No matter from the stylistic features or writing standards of business letters, it is obvious that politeness principle is always implemented in the writing of business letters, so how to maximize the application of politeness principle in letter writing is the basis of effective communication.

2. Empathy in business letter writing

2. 1 The concept of empathy and its role in business communication

The essence of empathy is to put yourself in others' shoes. It is a psychological experience process from person to person. Empathy is an indispensable psychological mechanism for understanding. Objectively, we are required to connect our inner world, such as emotional experience and way of thinking, with each other, to experience and think from each other's standpoint, so as to communicate with each other emotionally and lay the foundation for enhancing understanding.

In business communication, especially in cross-cultural business communication, empathy is an indispensable means and way for effective communication. Using the way of empathy, always starting from the other party's point of view and interests, respecting the transaction object can make your message more friendly, make communication more convincing, more professional, full of affinity and human touch, and achieve positive communication results while establishing a good business reputation.

2.2 How to embody the politeness principle through empathy

Empathy in business letter writing is a writing style, which requires the writer to pay attention to the information the reader wants to know, respect the reader's psychological feelings and protect the reader's self-esteem. Using this writing style, we should focus on the following aspects.

2.2. 1 Talk more about readers and less about yourself.

Readers want to know how their related interests will be affected. When writing, we need to actively provide such information to meet the information needs of readers, so as to make our information more complete and attractive. Try to compare:

We will ship your order dated September 2 1 this afternoon.

B: The 24 starting devices you ordered from Corning will be shipped this afternoon and should reach you before September 28th.

In the above two sentences, the first sentence emphasizes what the author should do, but ignores the information that readers pay attention to. The second sentence conforms to clear and specific writing standards, tells readers the specific delivery and expected arrival date, meets readers' information needs, fully considers each other's interests, and achieves communication purposes by effective means, which embodies the "principle of propriety" in the politeness principle to the maximum extent.

2.2.2 Pay attention to the specific requirements of readers.

When writing a business letter involving readers' requirements, orders or other relevant documents, you should specify it, instead of calling it "your order or such-and-such documents" in general. Specifying the orders or requirements of trade items will make business letters friendly. such as

We have received your letter of July 8 inquiring about the price of our silk products.

B: The office chair you ordered on May 5th has been shipped this afternoon.

The above two sentences specifically point out the requirements of the other party and meet the requirements of the "7Cs" principle.

2.2.3 Talk about your feelings as little as possible.

In most business situations, personal feelings often have nothing to do with business. Try to avoid talking about your feelings except on occasions of congratulations or sympathy. Please look at the following sentences:

We are happy to give you a credit line of $5,000.

This sentence talks too much about the author's own feelings, but fails to show concern for the interests of readers in an empathetic way. It should read:

You can now pay up to% 5000 euros with your American Express card.

The following sentence highlights the benefits that readers can get, and the expression is more appropriate. Therefore, when writing this kind of letter, the writer should keep a neutral and natural mood, with the purpose of "informing" to reduce the exposure of emotions. In the congratulatory letter or condolence letter, we should follow the "consensus principle" and "sympathy principle" to express each other's corresponding feelings, form emotional sounds and promote communication.

2.2.4 When it comes to positive situations, talk more about readers.

When talking about the positive situation in letter writing, the focus of narration should be on readers. For example:

I provide health insurance for all employees.

B: You accept health insurance as a full-time P & ampg employee.

In the above two sentences, sentence A only pays attention to the concern of "I" and does not pay attention to the interests of readers, while sentence B pays attention to the rights and interests that readers can enjoy by using empathy and emphasizes the positive situation that is beneficial to readers. In a positive situation, if the content involved includes readers, using "we" to include readers will also have a good effect and convey more friendly information.

2.2.5 Protect readers' self-esteem when negative situations are involved.

When talking about negative information, try to be tactful and avoid using the personal pronoun "you" so as not to make readers feel attacked, insulted or accused. Try the following example in the reminder letter:

You must understand that once the terms and conditions of the contract are signed, they should be strictly observed, and non-compliance means breach of contract. If you refer to our sales confirmation, you will see the following terms:

The buyer should open the letter of credit before August 30, 2000, otherwise the seller reserves the right to cancel the contract without further notice.

Although the above words are clear, accurate, concise and complete, because users call themselves "you" and quote the contract text, readers will have negative emotions of accusation and threat, and even conflict. Therefore, in negative situations, passive voice and impersonal expression should be used as much as possible to avoid condemning each other.

In addition, business letters should ensure that the words are not discriminatory, and the words should not discriminate against readers based on gender, physical characteristics, race, age or any other criteria.

2.2.6 Emphasis on positive information

It is inevitable that negative information will be mentioned in business letters, such as counter-offer and claim letter, and it is also inevitable for readers to mention negative information. When telling each other negative information, it is more sincere to be clear, accurate and straightforward, so that readers can take it seriously.

But in most cases, it is better to emphasize information. Annett N. Schebier and N. Lamar Reinsch Jr. found that businessmen responded positively to affirmative words and were more likely to promise positive wording. Therefore, in letter writing, try to avoid using negative words or words with negative meaning; Emphasize what readers can do, but avoid amplifying what readers can't do; When negative information must be mentioned, the reasons for the negative information should be provided and a reasonable explanation should be given to the reader; Try to weaken the influence of negative information. In letter writing, try to avoid putting negative information in a prominent position such as the beginning, the end or the first line after page change, and use the format of the letter to weaken negative information. Paper reference.

2.2.7 Pay attention to wording, tone and strength.

The tone of a letter often expresses the writer's attitude towards the reader, whether humble, arrogant, friendly or rude. The use of tone is subtle and often associated with power. Kitty O. Locker thinks that the tone suitable for business writing should be professional but not rigid, friendly but not hypocritical, confident but not arrogant, polite but not humble. She thinks the following methods can help us master the tone of writing letters:

1 Use polite address to address people who are not familiar with trading partners or other institutions.

Pay attention to the meaning of power in the wording. For example, "Thank you for your cooperation" is generally said by superiors to subordinates, and vice versa.

2.2.8 Empathy beyond the literal level.

Good letter writing is not only reflected in the choice of words and sentences, but also in the content, chapter structure, writing style, letter layout, paper use and so on.

When the text of the letter cannot contain all the information provided to the reader, the most complete information should be provided to the reader in the form of an attachment or another email. When constructing a chapter, it is necessary to highlight the information that readers are concerned about, adopt the form of theme and paragraph title, so that readers can grasp all the information points of the letter, and the writing language should be concise and easy to move, so that readers can accurately grasp the information and achieve accurate communication results. In addition, the format and paper of the letter also have certain influence on achieving good communication effect. Beautiful layout and high-quality paper will make people have a good first impression on the author's carefulness, efficiency and thoughtfulness.

References:

[1] Kitty O. Locker, Business and Administrative Communication, 6th Edition, Beijing: Machinery Industry Press, 2005.

[2] Chen Sudong, Chen Jianping. Business English writing [M]. Beijing: Higher Education Press, 2002.

[3] Cheng Runming, Cheng Jie. International trade communication skills [M]. Shanghai: Shanghai Foreign Language Education Press, 1992.

[4] Liu Runqing. On Leach's Politeness Principle [J]. Foreign Language Education and Research,1987,2.

[5] Xu. The application of the principle of cooperation and politeness in foreign trade correspondence [J]. Journal of panzhihua university, No.3, 2005.