Contents
Acknowledgements………………………………….I
Abstract……………………………………………..II
Introduction………………………………………………………….1
Chapter One. General Concept of Business Presentations..………3
1.1 Definition of Business Presentation…………………………………………3
1.2 Classification of Business Presentation…………………………………….4
1.3 Structure of Business Presentation………………………………………….8
Chapter Two Language Features of Business Presentations…….13
2.1 Use of Words………………………………………………………………13
2.1.1 Familiar Words versus Unfamiliar Words…………………………….13
2.1.2 Concrete Words versus Abstract Words………………………………14
2.1.3 Use of Vivid Words……………………………………………………15
2.1.4 Careful Use of Jargon and Abbreviations…………………………….15
2.1.5 Use of Personal Nouns………………………………………………..17
2.2 Variety in Sentence Structure………………………………………………17
2.2.1 Variety in Sentence Length……………………………………………17
2.2.2 Active Voice versus Passive Voice……………………………………18
2.3 Use of Repetition and Rhythm…………………………………………….19
2.4 Use of Frequent Signposts…………………………………………………19
2.5 Use of Rhetorical Questions……………………………………………….20
Chapter Three Techniques in Effective Business Presentations…21
3.1 Features of Effective Presentation…………………………………………21
3.2 Before the Presentation……………………………………………………23
3.2.1 Prepare Thoroughly……………………………………………………23
3.2.2 Rehearse Repeatedly………………………………………………….23
3.2.3 Consider Personal Aspects……………………………………………23
3.3 During the Presentation……………………………………………………25
3.3.1 Maintain and Hold Audience’s Interest……………………………….25
3.3.2 Overcome Nervousness……………………………………………….27
3.3.3 Use Visual Aids Effectively…………………………………………..29
3.3.4 Vocal Aspects…………………………………………………………30
3.3.5 Nonverbal Communication Skills…………………………………….35
3.4 After the Presentation………………………………………………………38
3.4.1 Distribute Handouts…………………………………………………..38
3.4.2 Reinforce the Main Points…………………………………………….39
3.4.3 End with a Summary and Appreciation………………………………39
Chapter Four The Five-step Approach in Making Effective Business Presentations…………………………..40
4.1 Plan the Presentation………………………………………………………40
4.1.1 Identify the Purpose…………………………………………………..41
4.1.2 Analyze the Audience…………………………………………………41
4.1.3 Decide on the Content ………………………………………………..43
4.2 Organize the Presentation………………………………………………….43
4.2.1 Select the Material…………………………………………………….44
4.2.2 Prepare an Outline…………………………………………………….45
4.2.3 Prepare the Visual Aids……………………………………………….46
4.2.4 Decide on Style……………………………………………………….48
4.3 Develop the Presentation………………………………………………….49
4.3.1 Develop the Body…………………………………………………….49
4.3.2 Develop the Conclusion………………………………………………50
4.3.3 Develop the Introduction……………………………………………..52
4.4 Deliver the Presentation……………………………………………………54
4.5 Handle Questions………………………………………………………….56
4.5.1 Admit Ignorance………………………………………………………58
4.5.2 Maintain Control………………………………………………………59
4.5.3 Motivate Questions……………………………………………………59
4.6 An Example of How to Make a Business Presentation with the Five-step
Approach…………………………………………………………………60
Conclusion…………………………………………………………..67
Bibliography………………………………………………………..69
Abstract
Effective interpersonal communication has always been essential for business success, as we are judged by the way we interact every day. In the daily business activity, a business person may need to present a report about a program, introduce new products and solutions to the customers, or present training programs to his employees; all of these communications are called business presentations. With more complexity of business and greater vigor of communication, the business presentation is playing an increasingly important role in the business world.
Unlike general speeches, business presentations are quite clear in their aims. They usually deal with a project, a solution, a product or a strategy. The purpose for making presentations is to explain ideas, state opinions, or put forward solutions, so they need not be expounded in a way which involves extensive examples with a variety of stylistic devices. In addition, because business presentations call for explicit and accurate statistics and facts to support the key points, there are not many emotional or exciting elements in the presentations. Since business presentations are becoming an integral part in the business world, it is a fact that good presentation skills are the single most common characteristic of successful business people. Therefore, this thesis mainly aims at discussing the techniques of effective business presentations and putting forward the five-step approach in business presentations..
This thesis falls into four parts:
Chapter One is devoted to the general concept of business presentations, which consists of definition, classification and structure of business presentations.
Chapter Two offers a general view on the language features of business presentations.
In Chapter Three, a set of techniques aimed at achieving a successful business presentation is analyzed.
Chapter Four, which is the most important part of the thesis, puts forward a five-step approach in effective business presentations including preparing, organizing, developing and delivering presentations and handling questions, followed by a specific example on the application of the five-step approach.
Key words: business presentation, techniques, five-step approach
内 容 摘 要
在商务活动中，出色的商务演讲能力对现代企业的各级管理人员都是十分重要的。向上级做项目汇报、向顾客介绍产品或者给员工进行业务培训，这些都称为商务演讲。商务演讲在内容上非常明确，可以是一个项目、一个方案、一个产品或是一个策略。演讲的内容只限于将事情说清楚，表明观点，提出问题和解决方法，不需要旁征博引，借古喻今，洋洋洒洒。其次，商务演讲要用详实客观的数据和事实作支撑，不需要有太多感情的色彩和煽情的成分。这是因为商务演讲的目的是传达信息，用事实和数据说服听众。有鉴于此，本文分析了商务演讲的语言特点， 研究了成功商务演讲的一系列技巧，并且提出了进行商务演讲的五个基本步骤。
本论文共分为四章：
第一章主要论述了商务演讲的基本概念， 包括其定义、分类和结构。
第二章从词汇和句法结构等方面对商务演讲中的语言特点进行了分析。
第三章研究了成功商务演讲中的一系列技巧，分别从演讲前、演讲中及演讲后三个方面进行了阐释，重点探讨了演讲中技巧的应用。
第四章是本文的重点，提出了商务演讲的五个基本步骤，即：筹划、设计、组织、陈述演讲和回答问题。
关键词：商务演讲，技巧，五个基本步骤
