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如何写一个很棒的商业案例分析 – 译学馆
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如何写一个很棒的商业案例分析

How to Write a Great Business Case Study

如何写一份
How to Write a Great Business Case Study.
一份商业案例分析必须有完整性和对相关事实的敏感性
A business case study requires integrity and a nose for pertinent facts.
表明你的观点 不要夸大案例事实
Make your point without overstating the case.
你需要:研究、故事、结构、优势、事实、良好的写作风格、法律许可
You will need: Research, Story, Structure, Benefits, Facts, Sound writing style, Legal permission
和速度
and speed.
第1步
Step 1.
基于具体数据和结果 为你的观众寻找最好的故事
Look for the best story for your audience, concrete numbers, and results.
第2步
Step 2.
组织你的案例研究 包含情况、问题、解决方案和评估
Structure the case study by presenting the situation, problem, solution, and evaluation.
确保你抓住了顾客的主要关注点或主要问题、整体挑战、
Make sure you capture the customer’s principal concerns or issues, the overall challenge,
个人行程和实用执行计划
the personal journey, and the practical implementation.
第3步
Step 3.
组织案例时注意用清晰、容易理解的文字标明优势
Organize the case study with attention to clear, easily understood benefits.
突出这一点会使关键信息更有效地在
That focus will make circulating key information on websites and through social networking
网站和社交网络内传播
sites more effective.
第4步
Step 4.
使用潜在客户喜欢听的相关事实和引言
Use pertinent facts and quotes that potential customers would want to know.
同时 为客户的的个人收益提供具体数字和预期成果
But also, connect the numbers and results to a personal benefit for the customer.
你可以以自己为例 通过达成相同目标
This could encourage team members to become heroes by using your examples to achieve the
以此激励对方团队成员获得成功
same results for their company.
这是一份软推销文件 会被正视文法、陈词滥调或行话破坏
This is a soft-sell document and will be undermined
太过正式的文法、套话或行话会削弱它的作用
by formal verbal posturing, or cliches and jargon.
第5步
Step 5.
把这份案例分析写成简洁又详细的销售文件
Write the case study as a brief and detailed sales document.
突出人物、事件、原因、时间、地点和方式
Focus on who, what, why, when, where, and how,
而不要像公司新闻稿一样
rather than the more slanted or generalized
文辞太有倾向性或是使用常见的夸张手法
hyperbole of the corporate press release.
通过简洁、真实、睿智的英文赋予它个性
Give it personality through simple, factual, intelligent English.
第6步
Step 6.
向客户提供一份法定案例分析发布规定
Provide the client with a legal case study release,
包含批准发布的内容的权力
containing the right to approve content.
在他们不知情的情况下什么也不能做
Do nothing without their knowledge.
第7步
Step 7.
立即行动
Get out there right away,
打败那些短命的典型案例研究
to beat the short shelf life typical of case studies.
在那些你能采访的 或目前能比你
Expedite this through the people inside whom you’ve been able to interview,
能够让这一方面进展更快的人之间传播
who can get more done faster than you at this point.
你知道吗 在2007年
Did you know, in 2007,
一个由21世纪技能的合伙企业进行的主流研究报出
a major study by the Partnership for 21st Century Skills reported
大约81%的雇主发现
that nearly 81 percent of employers found
高校毕业生缺乏写作能力
high school graduates deficient in writing skills.

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