Corporate Gifting 公司送礼

　　PART ONE: INTERVIEW

　　(1) Do you think companies should give gifts to their employees regularly?(Why?/Why not?)

　　你认为公司应该经常向其员工赠送礼品吗?(为什么?)

　　Yes, I think so. A gift is actually an expression of”thank you” Employees, when they receive gifts from their employers, will naturally feel respected and loved. That would motivate workers, boost their morale and build loyalty.

　　(2) Is it a good business practice to give gifts to your clients?(Why?/Why not?)

　　向客户赠送礼物是否是良好的商务习惯?(为什么?)

　　Yes. Corporate gifts are tokens of appreciation and respect. It’s good business etiquette to send gifts to your clients, as they bring about a feeling of warmth and friendship.

　　(3) Who are the appropriate people that should receive corporate gifts?(Why?)

　　哪些人应该收到公司的礼物?(为什么?)

　　Internally, companies should give gifts to their employees, as a way of showing their gratitude for their employees’ efforts in work. Externally, companies should send gifts to their business partners, suppliers, existing clients and potential clients. In this case, the purpose is to show their appreciation as well as to build customer loyalty.

　　(4) What is the most important when presenting corporate gifts to your clients?(Why?)

　　公司向客户送礼时，最重要的事项是什么?(为什么?)

　　When presenting corporate gifts, I think the most important thing is to pay special attention to aesthetics and packaging of the gifts. Whatever your gift is, the first impression you make has to be a striking one.

　　PART TWO: MINI-PRESENTATION

　　What’s important when…?

　　Sending corporate gifts to foreign business clients 向外国客户增送商务礼品需要考虑哪些要点?

　　l Cultural differences 文化差异

　　l Company logo 公司标识

　　l

　　I think the first thing to consider is cultural differences. People often say that international gift giving can become a cultural minefield. Taboos vary from culture to culture. So to give a proper gift, we have to understand the culture of the receiver. You see, the main purpose of any gift should be to please and honour the recipient.

　　Secondly, it’s important to personalize the gift with our company logo, as the gift reflects our company image and personality. We want to leave a striking impression on your clients. But we have to keep the logo small, otherwise, it would look more like a company advertisement rather than a gift.

　　On top of that, the gift should be of the highest quality and the best taste, because it not only conveys our warm feeling of respect and appreciation, but also says a lot about our company.

　　我认为首先需要考虑的事情是文化差异。人们经常说国际馈赠有可能成为文化的雷区。文化不同，禁忌也不一样。因此要赠送一件合适的礼物，我们必须了解接受者得文化背景。你知道，赠送礼物的主要的目的是为了取悦礼物接收者。

　　其次，将礼物上带有我们公司标识的个性化礼物很重要，因为礼物影响公司的形象和个性。我们需要为客户留下一个深刻的印象。但是我们必须要确保图标小，否则，会使礼物看起来更像一个公司的广告而不是礼物。

　　除此之外，礼物应该是最高的质量和品位,因为礼物不仅传达了我们尊敬和感激的温暖感觉，也为我们公司做了宣传。

　　PART THREE: DISCUSSION

　　Adopting a Corporate Gifting Programme

　　Your company would like to adopt a corporate gifting programme to build better relationship with your clients. You have been asked to make suggestions about it. Discuss the situation together, and decide:

　　l what benefits would this programme bring to your company

　　l on what occasions should your company send gifts to clients

　　制定赠送商务礼品计划

　　你们公司准备制定一个赠送商务礼品计划以改进与客户的关系，请你们提出相关建议。讨论并决定：

　　l 这一计划将给公司带来哪些好处

　　l 公司应在什么时机送礼品给客户

　　A: I think it’s quite necessary to turn our corporate gifting practice into a set programme so that there are rules to follow regarding corporate gifting.

　　B: Yes. I think this programme would bring lots of benefits to our company. First of all, it will help to retain our customers over the long term, as corporate gifts can help us build closer ties with our existing clients. I mean to maximize the lifetime value of our customers.

　　A: Yes. It’s a cost-effective way to maintain customer loyalty. And it’s also a very good way to attract new clients.

　　B: Certainly. Corporate gifting helps to create excellent business chances. It also helps to ensure customer satisfaction, as customers will feel very much valued when they receive presents from you. You see, our gifts demonstrate that we appreciate the choice they have made to buy services and products from our company instead of our competitors.

　　A: You’re right. I think the timing of gifting is also important, our customers will be very delighted if they receive our gifts at Christmas time. Do you think so?

　　B: Yes, indeed. Corporate gifts can be used to remember special events in our business relationship,for example, to mark the event that they have been our clients for two years or five years. I think our clients will get extra joy our of our gifts as they don’t generally expect them in advance.

　　A: Yes. If it’s a pure delight, the impression of a gift will certainly be striking.

　　B: Or we can also send them gifts when our clients have reached a milestone level of spending with our business, as when they have spent $500 or perhaps $1000. This will send them the message that we really value their loyalty.

　　A:Good idea! We can also send them gifts on their birthdays. And also on occasions of our company celebrations, like our company anniversary celebration, Christmas celebration, New Year’s celebration, etc.

　　B: Yes. But the frequency of gift giving should be limited to major holidays, special corporate occasions and personal occasions like birthdays.

　　A: Yes. I share your opinion on that.

　　A: 我认为有必要将企业送礼转变成一套既定计划，以便于企业送礼有规律可循。

　　B:是的，我认为这个计划将为我公司带来许多好处。首先，它将帮助我们长期保留客户，因为公司馈赠有助于我们与现有客户之间建立紧密的纽带。我的意思是将顾客的终身价值最大化。

　　A:是的。这对保留顾客忠诚度来说是一个划算的办法。而且也是一个吸引新客户的好办法。

　　B:确实是这样。公司馈赠有助于创造绝佳的商业机会。也有助于确保顾客满意度，因为当顾客受到礼物的时候会感到非常珍视。你知道，我们的礼物表达了对客户从我们公司而不是对手公司购买产品和服务的感激之情。

　　A: 你是对的。我认为送礼的时机也很重要，客户如果在圣诞节期间收到我们的礼物将感到非常高兴，你觉得呢?

　　B:是的，确实是这样。公司馈赠可以用来记住我们业务关系中的特殊事件，比如，他们已成为我们客户两年或五年纪念。我认为我们的客户在将得到惊喜因为他们之前没有预期会收到礼物。

　　A: 是的，如果这是一个纯粹的喜悦，对礼物的印象将会更深刻。

　　B:或者我们也可以给顾客寄送礼物，当我们的客户消费达到了一个里程碑的级别，因为当他们花费了500或者1000美元，向他们发送信息表达我们非常重视他们的忠诚度。

　　A:好主意。我们也可以在他们的生日时寄送礼物。而且也可以在公司庆典等场合寄送，比如公司周年纪念、圣诞节、新年等等。

　　B: 是的。但是应该将寄送的频率限制在主要的节日，公司特殊的场合以及生日等特殊的个人场合。

　　A: 是的，我同意你的意见。

　　(1) Do you think it’s cost-worthy to send corporate gifts to your existing customers?(Why?/Why not?)

　　你认为给现有的顾客赠送礼物值得吗?(为什么?)

　　Yes. What corporate gifts deliver is a valuable sentiment in expressing appreciation of your customers. Customers will feel valued and appreciated when they receive gifts. So I think it’s a cost-worthy way of holding on to existing customers.

　　(2) Is it a good idea to organize a memorable experience for your clients rather than buy them gifts?(Why?)

　　为客户组织一次值得纪念的活动来替代礼物好不好?(为什么?)

　　Yes. Organizing a memorable experience for your clients will create a losting memory. If you have it photographed, you can then provide a framed memento for the office wall. This could be a discussion point for your clients for years. So the effect is much better than a tangible gift.

　　(3) What items are appropriate as corporate gifts?(Why?)

　　哪些物品适合作为公司礼品?(为什么?)

　　Companies can choose from a very wide range of things as gifts for their clients. For example, desk accessories, electronic gifts, vouchers for a fishing trip, entertainment tickets to sporting events, the theatre, the opera, etc. But I think we need to base our choice on our particular objectives and our budget.

　　(4) Do you think companies should send very expensive gifts to their clients?(Why?/Why not?)

　　你认为公司应该向客户赠送贵重礼物吗?(为什么?)

　　A gift is an expression of your appreciation and a permanent reminder of your business in the hearts of your clients. Your clients will treasure your gift not for its value, but for the message it carries. So it’s important to consider the appropriateness of the gift, not the price of the gift.

　　(5) Is it necessary for companies to make gift-giving policies?(Why?)

　　公司是否需要制定送礼政策?(为什么?)

　　Yes. Corporate gift-giving policies serve as guidelines in gifting. If companies set down specific rules about gifting occasions, appropriateness of gifts, timing of gifting, presentation of gifts, etc., it would enable themselves to operate more efficiently.