📚 Year 12 WJEC Business: Vocabulary & Terminology Quick-Memorisation Guide | Year 12 WJEC 商务：词汇术语速记指南
Mastering business terminology is essential for success in the Year 12 WJEC Business course. This guide provides concise definitions and clever memory aids for the core terms, helping you retain them quickly and effectively.
掌握商务术语是学好 Year 12 WJEC 商务课程的关键。本文提供核心术语的简明定义和巧妙的记忆辅助，帮助你快速高效地记住这些词汇。
1. Business Objectives & Strategy | 企业目标与战略
A mission statement is a brief description of an organisation's purpose and core values. Think of it as the 'what we do every day' sentence. Memory tip: 'Mission' drives your daily ambition – it spells out the reason for existing.
使命宣言 简要描述组织的目的与核心价值观，可以理解为“我们每天都做什么”的一句话。记忆窍门：'使命'驱动每日的抱负，它阐明了存在的理由。
SMART objectives are goals that are Specific, Measurable, Achievable, Relevant and Time-bound. Use the acronym SMART to recall the five criteria. For example, 'Increase online sales by 10% in 6 months' is Specific and Time-bound.
SMART目标 指具体、可衡量、可实现、相关且有时限的目标。用首字母缩写 SMART 记住这五个标准。例如，“6个月内将网销额提升10%”就是具体且有时限的目标。
A SWOT analysis examines internal Strengths and Weaknesses alongside external Opportunities and Threats. Remember that Strengths and Weaknesses look inside the business, while Opportunities and Threats scan the outside environment. Picture SWOT as a map of 'internal hills' and 'external weather'.
SWOT分析 审视内部的优势与劣势，以及外部的机会与威胁。记住：优势与劣势向内看，机会与威胁向外看。把 SWOT 想象成一张标注了“内部地形”和“外部气候”的地图。
2. Types of Business Ownership | 企业所有权类型
Sole trader – one person owns and runs the business, with unlimited liability. Private limited company (Ltd) – shares cannot be sold to the public; shareholders enjoy limited liability. Memory tip: Think of 'Ltd' as 'Limited losses' – the owner's liability is limited to their investment.
个体经营 – 单人拥有并经营，承担无限责任。私人有限公司 (Ltd) – 股份不能公开出售；股东享有限责任。记忆窍门：把 'Ltd' 想成“有限的损失”——股东责任仅以出资额为限。
A franchise is when a franchisee buys the right to trade under a franchisor's brand and system. The franchisee pays an initial fee and continuing royalties. Remember: The franchisee 'buys the recipe', while the franchisor provides the brand name and support.
特许经营 是加盟商购买使用特许人的品牌与体系进行经营的权利。加盟商支付初始加盟费与持续的权益金。记忆法：加盟商“买下菜谱”，特许人提供品牌和支持。
A social enterprise trades to achieve social or environmental goals; profits are reinvested into the cause, not distributed to owners. Link the word 'social' with 'society first' – the mission is to benefit people or the planet.
社会企业 通过经营实现社会或环境目标，利润再投入使命而非分配给所有者。把“社会”与“社会优先”联系起来——其使命是造福人群或地球。
3. Market Research & Segmentation | 市场调研与市场细分
Primary research involves gathering brand-new data first-hand (e.g. questionnaires, interviews). Secondary research uses data already collected by others (e.g. reports, internet). Memory: 'Primary' sounds like 'pioneer' – you go out and gather it yourself. 'Secondary' means second-hand.
一手调研 是亲自收集全新数据（如问卷、访谈）。二手调研 使用他人已收集的数据（如报告、网络资料）。记忆：‘一手’意味着你亲自当“先锋”，‘二手’则是别人用过的资料。
Qualitative data is non-numerical, dealing with opinions, feelings and motivations. Quantitative data is numerical and deals with quantities, such as sales figures. Tip: 'Quantitative' contains 'quant', like quantity – think numbers.
定性数据 是非数值的，涉及观点、感受和动机。定量数据 是数值型，比如销售数字。窍门：‘定量’含有“量”字，想到数量和数据。
Market segmentation divides consumers into groups. Four main bases: demographic (age, income), geographic (region, urban/rural), psychographic (lifestyle, personality) and behavioural (usage rate, loyalty). Remember 'DGPB' – 'Demographic, Geographic, Psychographic, Behavioural'. Or: 'People, Place, Personality, Behaviour'.
市场细分 将消费者划分为群体。四大基础：人口统计（年龄、收入）、地理（区域、城乡）、心理图案（生活方式、个性）和行为（使用率、忠诚度）。记忆 'DGPB'——“人口、地理、心理、行为”，或者“人、地、个性、行为”。
4. The Marketing Mix (4Ps / 7Ps) | 营销组合
The 4Ps – Product, Price, Place, Promotion – form the traditional marketing mix. Think of them as the four legs of a marketing table: without one, it wobbles. For services, the mix expands to the 7Ps by adding People, Process and Physical evidence. The extra three Ps reflect the importance of staff, delivery and tangibles in service experiences.
4Ps——产品、价格、渠道、促销——构成传统的营销组合，可看作营销桌子的四条腿，缺一不稳。对于服务业，组合扩展为 7Ps，加入了人员、过程和有形展示。额外的三个 P 体现了服务体验中员工、交付流程和可感知实物的重要性。
A Unique Selling Point (USP) is the distinctive feature that makes a product stand out from competitors. It answers: 'Why should customers choose you?' To memorise, link 'USP' with 'You are So Perfect' – something that makes your offering unique.
独特卖点 (USP) 是使产品在竞争中脱颖而出的特色，回答了“顾客为何选你”的问题。记忆联想法：把 USP 与“你最特别 (You are Special, Period)”联系起来，是你独有的优点。
5. Human Resource Management | 人力资源管理
Internal recruitment fills a vacancy from within the existing workforce; external recruitment hires from outside. Memory: 'Internal' = inside the family; 'External' = fresh blood from the market.
内部招聘 从现有员工中填补空缺；外部招聘 从外部雇佣。记忆：“内部”= 自家内部找人，“外部”= 从市场找新鲜血液。
On-the-job training happens at the workplace while doing the actual job (e.g. coaching, shadowing). Off-the-job training takes place away from the work station, often in a classroom. Think: 'On' = on site; 'Off' = off site.
在岗培训 是在工作现场边做边学（如辅导、影子跟随）。脱岗培训 在工作地点之外进行，多在课堂。记忆窍门：“在”=在现场，“脱”=脱离工作环境。
Maslow's hierarchy says people are motivated by five levels of needs: physiological, safety, social, esteem and self-actualisation. Remember the pyramid from bottom up: 'Basic needs before higher dreams'. Herzberg's two-factor theory divides factors into hygiene factors (which prevent dissatisfaction, like company policy) and motivators (which drive satisfaction, like recognition). Link 'hygiene' to maintenance – it keeps you from getting 'sick' of work.
马斯洛需求层次 指出人有五层需求：生理、安全、社交、尊重和自我实现。从金字塔底向上记：“基本需求满足后，才追求更高梦想”。赫茨伯格双因素理论 将因素分为保健因素（防止不满，如公司政策）与激励因素（驱动满足，如认可）。把“保健”联想成维护工作——让你不会对工作“生病”。
6. Operations Management & Production | 运营管理与生产
Job production makes one-off, custom items (e.g. a wedding cake). Batch production makes groups of identical products (e.g. bread rolls). Flow production is continuous, large-scale output (e.g. cars). Cell production ; Batch = a batch of cookies; Flow = river of products; Cell = team cell working together.
单件生产 制作一次性定制产品（如婚礼蛋糕）。批量生产 一批相同产品（如面包卷）。流水生产 大规模连续产出（如汽车）。单元生产 由团队完成整个单元。记忆法：单件=一件定制；批量=一盘饼干；流水=产品之河；单元=团队细胞协同作业。
Lean production aims to eliminate waste. Just-in-time (JIT) where stock arrives exactly when needed, reducing holding costs. Think: JIT = zero buffer, 'Just In Time' delivery. Quality control inspects products at the end of the process, while quality assurance builds quality into every stage. QA prevents errors; QC detects them.
精益生产 旨在消除浪费。准时制 (JIT) 是一种精益方法，物料在需要时恰好到达，降低库存成本。想成 JIT = 零缓冲，“准时抵达”。质量控制 在流程终点检查产品，而 质量保证 将品质融入每个阶段。质量保证重在预防，质量控制重在检验。
7. Sources of Finance | 资金来源
Retained profit is profit kept in the business after tax and dividends, used for reinvestment. It's internal and has no interest cost. Memory: 'Retained' means 'kept back' – the profit you don't give away. An overdraft llowing you to go negative up to a limit. You pay interest only on the amount used. Think: 'Overdraft' = 'over' your balance, acting as a cushion.
留存利润 是税后和分红后留在企业的利润，用于再投资，属内部资金，无利息成本。记忆：“留存”即“扣留下来”，是你未分掉的利润。透支 是银行提供的灵活借款安排，允许账户在一定额度内为负，仅对使用金额付息。联想：“透支”=超出余额，发挥缓冲作用。
Share capital is money raised from selling shares. For a private limited company (Ltd), shares are sold privately; for a public limited company (plc), shares are sold on the stock exchange. It is permanent capital but dilutes ownership. Link 'share capital' with 'sharing ownership' – you sell a piece of the business.
股本 是通过出售股份筹集的资金。私人有限公司私下出售，公众有限公司在证券交易所出售。这是永久性资本，但会稀释所有权。联想：'股本'=“分享所有权”——你卖掉了企业的一部分。
8. Financial Statements & Ratio Analysis | 财务报表与比率分析
The income statement shows revenue, cost of sales, gross profit, expenses and net profit over a period. Tip: 'Income' statement reveals if the firm made a profit. Gross profit = Revenue - Cost of sales. Net profit = Gross profit - Expenses. Remember: 'Gross' before expenses, 'Net' after all deductions.
利润表
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