📚 Year 11 CIE Business: Vocabulary Quick-Memorisation Guide | Year 11 CIE 商务：词汇术语速记指南
Mastering the key terms in CIE IGCSE Business Studies is not just about memorising definitions – it is about understanding how these concepts connect to real-world business decision-making. A strong vocabulary will help you score higher in definition questions and, more importantly, apply ideas correctly in analysis and evaluation tasks.
掌握 CIE IGCSE 商务的关键术语不仅仅是背定义，更要理解这些概念如何与现实商业决策相关联。扎实的词汇基础不仅能帮你在定义题拿分，更重要的是，能让你在分析和评估题中准确运用知识。
1. Enterprise, Entrepreneurship and Business Activity | 企业、企业家精神与商业活动
This section covers the most fundamental terms linked to starting a business and understanding the role of an entrepreneur. These concepts form the basis of why businesses exist and how they create value.
本节涵盖了与创业和企业家角色相关的最基础术语。这些概念构成了企业存在的原因以及如何创造价值的基础。
Entrepreneur – A person who takes the financial risk of starting a new business venture, combining the factors of production to produce goods or services. Think: 'enter' a risky 'prise' for reward.
企业家 – 承担财务风险创办新企业，组合生产要素生产商品或服务的人。记住：敢于“进入”风险尝试换取回报。
Business plan – A formal document outlining the aims, operations, finance and objectives of a business. It acts as a roadmap and is essential for securing loans. Remember: a plan you present to the bank.
商业计划书 – 概述企业目标、运营、财务和目的的形式文件。它是路线图，也是获得贷款的关键。可以想象成交给银行看的蓝图。
Added value a baker, added value = cake price minus flour and sugar. Tip: the extra worth you create.
附加值 – 产品销售价格与采购原材料和组件成本之间的差额。对面包师而言，附加值 = 蛋糕售价 - 面粉和糖的成本。你创造出来的额外价值。
Opportunity cost – The next best alternative forgone when a decision is made. If a firm uses its profits to buy machinery, the opportunity cost might be the marketing campaign it can no longer run. Always ask: 'What do I give up?'
机会成本 – 做出决策时所放弃的次优选择。如果一家公司用利润购买设备，机会成本可能就是不能再进行的营销活动。永远问自己：“我放弃了什么？”
Needs and wants – Needs are goods and services essential for survival (water, food, shelter). Wants are luxuries that people desire but are not essential (designer clothes, holidays). Key marketing insight: businesses often satisfy wants, not just needs.
需求与欲望 – 需求是生存所必需的商品和服务（水、食物、住所）。欲望是人们渴望却非必需的奢侈品（名牌服装、度假）。营销关键点：企业往往满足的是欲望，而不仅是需求。
2. Types of Business Organisation and Growth | 企业组织类型与成长
Ownership structure determines legal liability, access to finance and how decisions are made. These terms appear regularly in questions about the advantages and disadvantages of different business forms.
所有权结构决定了法律责任、融资渠道以及决策方式。这些术语经常出现在有关不同企业形式优缺点的题目中。
Sole trader – A business owned and controlled by one person. The owner has unlimited liability and keeps all profits but bears all risks alone. Think: the simplest way to be your own boss.
个体经营者 – 由一人拥有和控制的企业。所有者承担无限责任，享有全部利润，但独自承担全部风险。这是给自己当老板的最简单方式。
Partnership – A business with 2–20 owners who share capital, responsibilities and profits. Usually governed by a deed of partnership. Unlimited liability can be shared, but one partner's mistake can affect all. Remember: shared risk, shared reward.
合伙企业 – 由2至20位合伙人共同出资、共担责任、共享利润的企业。通常受合伙契约约束。无限责任可以分担，但一个合伙人的失误可能影响所有人。共享风险与回报。
Private limited company (Ltd) – A business that can sell shares privately, often to family and friends. Shareholders enjoy limited liability; shares cannot be traded on the stock exchange. Think: 'Ltd' locks shares in private hands.
私人有限公司 (Ltd) – 可以私下向亲朋好友发行股份的企业。股东享有有限责任，股份不能在证券交易所公开交易。记住：'Ltd' 把股份锁在私人手中。
Public limited company (plc) s and can raise very large amounts of capital. High scrutiny but huge expansion potential. 'plc' = publicly listed corporation.
公众有限公司 (plc) – 能在证券交易所向公众发行股份的公司。必须公布账目，可以筹集巨额资本。受到严格监督，但扩张潜力巨大。'plc' 就是公开上市的公司。
Franchise – A business model where a franchisee pays a franchisor for the right to use its brand, products and systems. The franchisee gets a proven formula; the franchisor gains expansion without major capital. Think: buy the recipe, but follow the rules.
特许经营 – 加盟商向特许人付费，换取使用其品牌、产品和系统的权利。加盟商得到了成熟模式，特许人则实现低资本扩张。记住：买配方，但要守规则。
3. Business Objectives and Stakeholders | 企业目标与利益相关者
Organisations pursue different goals depending on their size, sector and ownership. At the same time, various individuals and groups have an interest in how the business performs.
企业根据规模、行业和所有权追求不同目标。同时，不同个人和群体对企业绩效有着各自的利益诉求。
Business objective – A specific target or goal that a business aims to achieve, such as survival, growth, profit or providing a social service. Objectives provide direction and a benchmark for success. Every business needs a 'destination'.
企业目标 – 企业力求达成的具体目的，如生存、增长、盈利或提供社会服务。目标指明方向，也是衡量成功的基准。每个企业都需要一个“目的地”。
Profit − Total Costs. It is often the main objective of private sector businesses and a key reward for risk-taking.
利润 – 总收入扣除总成本后的剩余。利润 = 总收入 - 总成本。它通常是私营企业的主要目标，也是承担风险的关键回报。
Market share – The percentage of total sales in a market held by one business or brand. Growing market share often indicates increasing power over rivals and customers. Think: your slice of the total pie.
市场份额 – 一家企业或品牌在某个市场总销售额中所占的百分比。增长的市场份额往往意味着对竞争对手和客户的掌控力增强。你的那一块蛋糕占比。
Stakeholder – Any individual or group with an interest in the activities and performance of a business. Includes owners, employees, customers, suppliers, government and the local community. Broader than shareholders alone.
利益相关者 – 与企业活动和绩效有利害关系的任何个人或群体。包括所有者、员工、顾客、供应商、政府和当地社区。范围比股东更广。
Shareholder – A person or organisation that owns shares in a company. Shareholders are stakeholders, but they focus mainly on dividend payments and share price growth. They are the legal owners of a limited company.
股东 – 拥有公司股份的个人或组织。股东是利益相关者，但他们主要关注股息支付和股价增长。他们是有限责任公司的法定所有者。
4. Marketing: Product, Price and Place | 营销：产品、价格与渠道
The marketing mix describes the key elements a business can control to influence consumer purchase decisions. Here we focus on the product, its price and how it reaches customers.
营销组合描述了企业可用来影响消费者购买决策的关键可控要素。本节聚焦于产品、定价及产品如何触达顾客。
Marketing mix (the 4Ps) – The combination of product, price, place and promotion that a business uses to meet customer needs and achieve its marketing objectives. All four Ps must work together or the mix fails.
营销组合 (4Ps) – 企业为满足顾客需求、达成营销目标而结合使用的产品、价格、渠道和促销。四个P必须协同作用，否则组合就会失效。
Product life cycle – The stages a product passes through from introduction, growth, maturity to decline. Sales and profits change at each stage, so marketing strategies must adapt. Picture a curve that rises and falls.
产品生命周期 – 产品从导入期、成长期、成熟期到衰退期经历的阶段。每个阶段的销量和利润都在变化，营销策略必须随之调整。想象一条先升后降的曲线。
Brand loyalty – The tendency of consumers to keep purchasing the same brand rather than switching to competitors. Built through quality, advertising and customer experience. Loyal customers are less price-sensitive. The 'stickiness' you want.
品牌忠诚度 – 消费者持续购买同一品牌而不转向竞争对手的倾向。通过质量、广告和客户体验建立。忠诚客户对价格不那么敏感。这就是你想要的“粘性”。
Penetration pricing – Setting a low initial price to attract customers quickly and gain market share. Once customers are loyal, prices may rise. For instance, new streaming services often launch with deep discounts. Penetrate the market like a wedge.
渗透定价 – 设定较低的初始价格以快速吸引顾客并赢得市场份额。一旦顾客忠诚，价格可能上调。例如新流媒体服务常以大幅折扣推出。像楔子一样渗透市场。
Distribution channel – The path a product takes from producer to consumer. Can involve wholesalers, retailers or direct sales via e-commerce. The right channel ensures the product is available where and when customers want it.
分销渠道 – 产品从生产者到消费者所经过的路径。可能涉及批发商、零售商或通过电子商务直销。合适的渠道确保产品在顾客需要的时间和地点可得。
5. Marketing: Promotion and Market Research | 营销：促销与市场调研
Promotion communicates value to customers, while market research ensures businesses understand who those customers are and what they want. Both are vital for making informed marketing decisions.
促销向顾客传递价值，而市场调研确保企业了解顾客是谁以及他们想要什么。两者对于做出明智的营销决策至关重要。
Promotion – Activities that communicate the merits of a product and persuade target customers to buy. Includes advertising, sales promotions, public relations and direct marketing. The goal is to inform, remind and persuade.
促销 – 传达产品优点并说服目标顾客购买的活动。包括广告、促销活动、公共关系和直复营销。目标是告知、提醒和说服。
Advertising – Paid, non-personal communication through media such as TV, social media, billboards and websites. It reaches a mass audience and is especially useful for building brand image. Think: you pay to tell everyone.
广告 – 通过电视、社交媒体、广告牌和网站等媒体进行的付费非人际沟通。可触及大众，对建立品牌形象尤其有用。就是你花钱广而告之。
Primary research (field research) – Collecting original data directly from respondents for a specific purpose. Methods include questionnaires, interviews, observations and focus groups. The information is up-to-date and relevant, but time-consuming to gather.
一手调研 (实地调研) – 为特定目的直接从受访者那里收集原始数据。方法包括问卷、访谈、观察和焦点小组。信息最新且相关，但收集起来费时。
Secondary research (desk research) – Using information that already exists, such as government statistics, internet sources, market reports or internal sales records. It is usually quicker and cheaper, but may be out of date or not perfectly suited.
二手调研 (案头调研) – 利用现有信息，如政府统计数据、互联网资源、市场报告或内部销售记录。通常更快捷、便宜，但可能过时或不完全适用。
Target market – The specific group of consumers at which a product or marketing message is aimed. Segmented by age, income, location, lifestyle and more. Identifying the target market avoids wasting resources on the wrong people.
目标市场 – 产品或其营销信息所瞄准的特定消费者群体。可按年龄、收入、地域、生活方式等细分。明确目标市场可避免将资源浪费在不合适的群体上。
6. Operations Management and Quality | 运营管理与质量
Operations management covers how a business organises production and maintains quality. Different methods suit different scales of output and product types, and all have cost and flexibility trade-offs.
运营管理涉及企业如何组织生产以及如何维持质量。不同方法适用于不同的产出规模和产品类型，且都存在成本与灵活性的权衡。
Job production – Producing a one-off, unique product tailored to customer specifications. Used for bridges, wedding cakes or bespoke furniture. High quality and flexibility, but high unit costs. Each job is a project.
单件生产 – 按照客户规格生产独一无二的产品。用于桥梁、婚礼蛋糕或定制家具。质量和灵活性高，但单位成本高。每件活都是一个项目。
Batch production – Making a quantity of identical products together before switching to another batch. Common in bakeries, clothing and textbook printing. Balances some efficiency with variety. Think: one type, then another.
批量生产 – 先一起生产一批相同产品，然后转而生产另一批。常见于烘焙、服装和教材印刷。在效率与多样化之间取得平衡。一批一批轮换。
Flow production – Continuous production of standardised items moving along an assembly line. Used for cars, drinks and electronics. Very low unit cost but inflexible; breakdowns stop everything. Watch the flow of products.
流水生产 – 标准化产品沿着装配线连续生产。用于汽车、饮料和电子产品。单位成本极低，但缺乏灵活性；一处故障会使全线停顿。看产品如水流般移动。
Lean production – An approach aiming to minimise waste of materials, time and effort while maximising customer value. Techniques include JIT and kaizen. Lean means doing more with less.
精益生产 – 旨在减少材料、时间和人力浪费，同时最大化顾客价值的方法。包括准时制和改善等技巧。精益就是以少做多。
Quality assurance – Checking quality at every stage of the production process, not just at the end. It involves setting standards and empowering workers to spot defects early. Prevents mistakes rather than just catching them.
质量保证 – 在生产过程的每个环节都检查质量，而不仅是在最终环节。包括设定标准并授权员工及早发现缺陷。重在预防错误，而不只是抓出错。
7. Finance and Cash Flow | 财务与现金流
Financial terms help explain whether a business is profitable and solvent. Cash flow and break-even analysis are essential tools for managing day-to-day survival and planning for the future.
财务术语有助于解释企业是否盈利及偿债能力。现金流分析和盈亏平衡分析是管理日常生存和未来规划的必要工具。
Cash flow – The movement of money into and out of a business. A positive cash flow means more cash coming in than going out. Even profitable businesses can fail if cash runs out. Cash is the oxygen of a business.
现金流 – 资金进出企业的流动。正向现金流指流入现金多于流出现金。即使盈利的企业，若现金耗尽也会失败。现金就是企业的氧气。
Net cash flow flows − Cash Outflows. This simple figure tells you whether the business is building or draining its cash reserves.
净现金流 – 某一时期内总现金流入与总现金流出的差额。净现金流 = 现金流入 - 现金流出。这个简单数字显示企业是在积累还是在消耗现金储备。
Break-even point – The level of output where total revenue equals total costs, meaning the business makes neither profit nor loss. It is the minimum sales target to avoid a loss. The formula is:
ven (units) = Fixed Costs ÷ (Selling Price per unit − Variable Cost per unit)
盈亏平衡点 – 总收入等于总成本的产出水平，此时企业既无利润也无亏损。这是避免亏损的最低销售目标。其公式为：
盈亏平衡点 (单位) = 固定成本 ÷ (单位售价 − 单位变动成本)
Margin of safety – The amount by which actual sales exceed the break-even point. A large margin of safety means the business can withstand a fall in sales before making a loss. It is your cushion against uncertainty.
安全边际 – 实际销量超过盈亏平衡点的数量。安全边际大意味着企业能承受一定的销售下滑而不亏损。这是抵御不确定性的缓冲垫。
Fixed costs vs variable costs – Fixed costs (like rent and salaries) remain unchanged regardless of output. Variable costs (such as raw materials and packaging) change directly with the number of units produced. Knowing the difference is key to calculating profit and break-even.
固定成本与变动成本 – 固定成本（如租金和工资）不随产量变动。变动成本（如原材料和包装）随产量直接变化。区分二者是计算利润和盈亏平衡的关键。
8. People in Business and Motivation | 企业中的人与激励
Employees are often a firm's greatest asset. Understanding how to recruit, manage and motivate them can dramatically improve productivity, loyalty and the overall working environment.
员工往往是企业最大的资产。理解如何招聘、管理和激励他们，能够显著提高生产率、忠诚度和整体工作环境。
Recruitment – The process of identifying a vacancy, attracting candidates and selecting the most suitable person. Effective recruitment reduces staff turnover and training costs. It starts with a job description and person specification.
招聘 – 确定职位空缺、吸引候选人并选择最适合人选的流程。有效的招聘降低员工流失率和培训成本。首先从职位描述和人员条件开始。
On-the-job training – Training delivered at the workplace while the employee is performing their actual job.
Published by TutorHao | Year 11 商务 Revision Series | aleveler.com
更多咨询请联系16621398022（同微信）
或截图后用「扫一扫 → 相册」选择本图