📚 Year 12 WJEC Business: Key Terms Quick Memorisation Guide | WJEC Year 12 商务关键术语速记指南
In WJEC Year 12 Business, mastering the precise vocabulary is essential for exam success. Terminology not only forms the basis of multiple-choice and short-answer questions but also demonstrates analytical depth in essays. This memorisation guide groups key terms by topic, provides clear definitions, and offers memory hooks to help you internalise them quickly. Use this resource alongside your revision to build confidence with business language.
在 WJEC Year 12 商务课程中，掌握准确的术语是考试成功的关键。术语不仅是选择题和简答题的基础，还能在论文中体现分析深度。这本速记指南将关键术语按主题分组，提供清晰的定义，并给出记忆挂钩，帮助您快速内化。在复习时使用此资料，增强对商业语言的信心。
1. Nature of Business and Enterprise | 企业本质与创业精神
The foundation of business studies lies in understanding what drives individuals to start ventures. These terms capture the core concepts of enterprise, entrepreneurship, and the initial planning stage. Remember that enterprise is about action, while entrepreneur is the actor.
商务研究的基础在于理解驱动个人创业的因素。这些术语把握了企业、企业家精神及初期规划阶段的核心概念。记住，企业重在行动，而企业家是行动者。
Enterprise: The process of identifying business opportunities and taking the initiative to organise resources to produce goods or services, while bearing the associated risks, in the hope of making a profit. Memory hook: 'Enterprise' is like a ship setting sail – you spot an island (opportunity), gather a crew (resources), and brave the sea (risk) to find treasure (profit).
企业：识别商机、主动组织资源以生产商品或服务，并承担相应风险，以期获取利润的过程。记忆挂钩：'企业'就像一艘扬帆起航的船——你发现一座岛屿（机会），召集船员（资源），勇闯大海（风险）寻宝（利润）。
Entrepreneur: An individual who takes the risk to start a new business, combining land, labour, and capital to create products. Think of 'entrepreneur' as the captain of the enterprise ship, making decisions and steering through uncertainty.
企业家：承担风险创办新企业，将土地、劳动和资本结合起来创造产品的个人。将'企业家'视为企业之船的船长，做决策，穿越不确定性。
Business plan: A detailed document outlining a firm's objectives, strategies, market analysis, and financial forecasts. It serves as a roadmap for the business and is essential for securing finance. Visualise it as the navigation chart that keeps the enterprise ship on course.
商业计划：一份详细文件，概述企业的目标、战略、市场分析与财务预测。它是企业的路线图，对获取融资至关重要。可将其想象为保持企业之船航向的导航图。
Risk: The possibility that actual outcomes differ from expected returns, including the chance of financial loss. In enterprise, risk is the turbulent weather; calculated risk-taking is part of sailing wisely.
风险：实际结果与预期收益不符的可能性，包含财务损失的可能。在企业中，风险犹如波涛汹涌的天气；明智的航行需要审慎的风险承担。
Opportunity cost: The value of the next best alternative forgone when a choice is made. For example, if an entrepreneur invests savings into a startup, the opportunity cost is the interest they could have earned. Think of it as the hidden price tag on every decision.
机会成本：做出选择时所放弃的次优选项的价值。例如，如果企业家将积蓄投入初创企业，机会成本就是本可赚取的利息。把它看作每个决策上隐藏的价格标签。
Social enterprise: A business that trades to tackle social problems, improve communities, or benefit the environment, reinvesting most of its profits for its mission. It sails not just for profit but for a social treasure.
社会企业：通过贸易解决社会问题、改善社区或造福环境，并将大部分利润再投资于其使命的企业。它不仅为利润航行，也为社会宝藏。
2. Business Objectives and Strategic Planning | 企业目标与战略规划
Once a business is established, setting clear objectives and scanning the environment become critical. These terms relate to how firms define success and analyse their competitive position. The acronyms SMART and SWOT are your memory weapons here.
企业一旦成立，制定明确的目标并审视环境变得至关重要。这些术语涉及企业如何定义成功，并分析其竞争地位。SMART 和 SWOT 这两个缩写将是你记忆的利器。
Stakeholder: Any individual or group with an interest in the activities and performance of a business, including shareholders, employees, customers, suppliers, and the local community. Map stakeholders as compass points around the business – each pulls the firm in a different direction.
利益相关者：与企业活动和绩效有利益关系的任何个人或群体，包括股东、员工、顾客、供应商和当地社区。将利益相关者映射为围绕企业的罗盘点——每个都会将公司拉向不同方向。
Business objectives: Specific, measurable targets a firm aims to achieve over a given period, such as profit maximisation, growth, or survival. They are the destinations on the business voyage.
企业目标：企业在给定时期内力求实现的具体、可衡量的目标，如利润最大化、增长或生存。它们是商业航程的目的地。
SMART objectives: Goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. Use the SMART checklist as a telescope to bring distant aims into clear view.
SMART 目标：具体、可衡量、可实现、相关且有时限的目标。用 SMART 清单作为望远镜，将遥远的目标带入清晰视野。
Mission statement: A short, inspirational statement that captures a business's core purpose and values. It answers 'why we exist' and functions like a flag on the mast, visible to all.
使命宣言：简短、鼓舞人心的声明，概括企业的核心宗旨与价值观。它回答'我们为何存在'，如同桅杆上的旗帜，众人可见。
SWOT analysis: A strategic tool that identifies a firm's internal Strengths and Weaknesses, and external Opportunities and Threats. Visualise a 2x2 grid as the map where you plot your ship's strengths and the surrounding waves of opportunity and threat.
SWOT 分析：识别企业内部优势与劣势、外部机会与威胁的战略工具。将 2×2 方格视为地图，在上面标注船只的优势以及周围的机会与威胁浪潮。
PESTLE analysis: A framework analysing the macro-environmental factors: Political, Economic, Social, Technological, Legal, and Environmental. These are the ocean currents and weather patterns that affect all businesses.
PESTLE 分析：分析宏观环境因素的框架：政治、经济、社会、技术、法律与环境。这些是影响所有企业的洋流与天气模式。
Ansoff Matrix: A strategic planning tool that outlines four growth strategies: market penetration, product development, market development, and diversification. Picture it as a compass rose with four growth directions.
安索夫矩阵：战略规划工具，列出四种增长策略：市场渗透、产品开发、市场开发与多元化。将其想象为带有四个增长方向的罗经花。
3. Market Analysis and Research | 市场分析与调研
Understanding the market is fundamental to making informed decisions. This section covers key concepts of market measurement and the methods used to gather data. Think of market research as the compass guiding marketing strategy.
了解市场是做出明智决策的基础。本节涵盖市场衡量和收集数据方法的关键概念。可以把市场调研想象成指引营销策略的指南针。
Market: Any arrangement where buyers and sellers exchange goods, services, or information. It can be a physical place or a virtual space – think of it as the ocean where trading ships meet.
市场：买卖双方交换商品、服务或信息的任何安排。可以是实体场所，也可以是虚拟空间——可将其想象为贸易船只相会的海洋。
Market size: The total volume or value of sales in a market over a specific period. It represents the total fish available in a particular sea.
市场规模：特定时期内市场的总销量或总价值。它代表某片特定海域中鱼类的总量。
Market share: The proportion of total market sales held by one business, expressed as a percentage. It is your fleet's share of the total catch.
市场份额：一家企业占市场总销售额的比例，以百分比表示。它是你的船队占总捕获量的份额。
Market segmentation: The process of dividing a market into distinct groups of buyers with similar needs or characteristics, such as demographic, geographic, psychographic, or behavioural segments. It is like charting different schools of fish to target the most profitable one.
市场细分：将市场划分为具有相似需求或特征的不同购买者群体的过程，如人口统计、地理、心理或行为细分。这就像绘制不同的鱼群图，以瞄准利润最丰厚的那一群。
Primary research: The collection of original, first-hand data for a specific purpose, e.g., surveys, interviews, observations. You are the fisherman casting your own net.
初级调研：为特定目的收集原始的第一手数据，如问卷调查、访谈、观察。你就是亲自撒网的渔夫。
Secondary research: The use of existing data that has already been collected by others, e.g., government reports, trade journals. It is like buying fish already caught by someone else – quicker, but maybe not exactly what you need.
次级调研：使用他人已收集的现有数据，如政府报告、行业期刊。好比购买别人已捕的鱼——更快，但未必完全符合你的需求。
Sampling: Selecting a subset of the target population to represent the whole, as it is often impractical to research everyone. A reliable sample ensures your net catches a true picture of the ocean.
抽样：从目标总体中选取一个子集代表整体，因为调研所有人通常不切实际。可靠的样本能确保你的网捕捉到海洋的真实图景。
4. Marketing Mix: Product and Price | 营销组合：产品与定价
The first two Ps of the marketing mix are product and price. These terms explore how businesses create value through their offerings and set prices that reflect both costs and consumer willingness to pay. Relate each pricing strategy to a real brand to aid recall.
营销组合的前两个 P 是产品和定价。这些术语探讨企业如何通过其产品创造价值，并设定反映成本和消费者支付意愿的价格。将每个定价策略与一个真实品牌联系起来，有助于记忆。
Product life cycle: The stages a product goes through from introduction to growth, maturity, and decline. Picture a rocket launch (introduction), soaring (growth), cruising in orbit (maturity), and falling back to earth (decline).
产品生命周期：产品从导入期到成长期、成熟期和衰退期所经历的阶段。想象火箭发射（导入），升空（成长），轨道巡航（成熟），然后落回地球（衰退）。
Brand: A distinctive name, symbol, or design that identifies a firm's product and differentiates it from competitors. A brand is the flag your ship flies, building recognition and loyalty.
品牌：识别企业产品并将其与竞争者区分开来的独特名称、符号或设计。品牌是船只悬挂的旗帜，建立起认知度和忠诚度。
Unique selling point (USP): The factor that makes a product different from and superior to rival offerings. It is the mermaid on the bow of the ship – the special feature that attracts attention.
独特卖点（USP）：使产品与众不同并优于竞争对手的要素。它是船首的美人鱼——吸引注意力的特殊之处。
Cost-plus pricing: Adding a standard mark-up to the cost of producing a product. Easy to calculate, like setting a fare based simply on the cost of fuel plus a desired profit margin.
成本加成定价：在产品生产成本上加一个标准加成。易于计算，就像仅仅根据燃料成本加上期望的利润空间来设定票价。
Penetration pricing: Setting a low initial price to attract customers and gain market share quickly, often used by new entrants. It is like offering free boat rides at first to build a crowd, then charging later.
渗透定价：设定较低的初始价格以吸引顾客、快速赢得市场份额，新进入者常使用。好比起初提供免费乘船来聚人气，之后再收费。
Skimming pricing: Setting a high price when a product is launched to maximise early profits from innovators, then lowering it over time. Think of launching a luxury yacht – sell the first few at a premium before building a fleet for mass sales.
撇脂定价：在产品推出时设定高价，从早期采用者中获取最大利润，随后逐渐降价。想象推出一艘豪华游艇——先以高价卖几艘，再为大众市场建造船队。
Competitive pricing: Setting prices based on what competitors charge, common in markets with many similar products. It is like adjusting your ferry fare to match the route next to yours.
竞争性定价：根据竞争对手收费设定价格，常见于有许多相似产品的市场。就像调整你的渡轮票价，以与隔壁航线匹配。
5. Marketing Mix: Place and Promotion | 营销组合：渠道与促销
Place and promotion complete the 4Ps. Distribution decisions affect how products reach customers, while promotion communicates value. Visualise the distribution channel as a path from producer to consumer.
渠道和促销完善了 4P。分销决策影响产品如何到达顾客，而促销则传递价值。将分销渠道想象成从生产者到消费者的路径。
Distribution channel: The route a product takes from the producer to the final consumer, involving intermediaries such as wholesalers and retailers. It is the sea lane that goods must navigate.
分销渠道：产品从生产者到最终消费者的路径，涉及批发商和零售商等中介。
Published by TutorHao | Year 12 商务 Revision Series | aleveler.com
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