2021年管理类联考英语练习（38）

来源：北京学苑教育

（适用于管理类联考：工商管理硕士MBA；会计硕士MPACC；公共管理硕士MPA；工程管理硕士MEM；审计硕士MAud；旅游管理硕士MTA；图书情报硕士MLIS备考使用）

Translation：

The term ”business model” first came into widespread use with the invention of personal computer and the spreadsheet(空白表格程序).Before the spreadsheet, business planning usually meant producing a single forecast. At best, you did a little sensitivity analysis around the projection. The spreadsheet ushered in a much more analytic approach to planning because every major line item could be pulled apart, its components and subcomponents analyzed and tested. You could ask what- if questions about the critical assumptions on which your business depended-for example, what if customers are more price-sensitive than we thought?-and with a few keystrokes, you could see how any change would play out on every aspect of the whole. In other words, you could model the behavior of a business. Before the computer changed the nature of business planning, most successful business models were created more by accident than by elaborate design. By enabling companies to tie their marketplace insights much more tightly to the resulting economics, spread sheet made it possible to model business before they were launched.

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参考译文：

     随着个人计算机的发明和空白表格程序的出现，“商业模式”这个术语开始得以广泛应用的。 在空白表格程序发明之前，商业策划一般意味着做出一个单一性预测。充其量，你只能就某种预测做一些灵敏度分析。这种空白表格程序引入了更强的分析方法来规划商业模式，因为每一个主要项目都能够加以分割，每一个小项目和更小的项目都能够加以分析和检验。你可以做任何的“假设式”的疑问，这些疑问是针对你极其重要的商业设想。举例来说，如果顾客对于价格的敏感性比我们预想的要高，我们该怎样？而只要敲几下键盘，你就能够知道任何所产生的变化在整体上影响各个方面。换句话说，你能够将商业行为模式化。在计算机改变了商业计划的本质之前，很多成功的商业模型都不是出于精心的设计，而是得之于偶然。空白表格程序使公司将他们的市场洞察力和经济影响紧密相联，从而在商业运营之前，就使模拟商业行为成为可能。