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Executive Summary例子分析

發布時間:2021-05-18 16:01:44 閱讀:4194 作者:致遠教育 字數:982 字 預計閱讀時間:3分鐘
導讀:我們都知道ExecutiveSummary是一份商科Report“門面”,它是很多同學在寫Report時候碰到的第一個攔路虎。很多童靴對這一部分到底要寫什么、怎么寫好還很陌生,有的同學甚至干脆把它寫成了一個Introduction,又或者在Executive...

我們都知道Executive Summary是一份商科Report“門面”,它是很多同學在寫Report時候碰到的第一個攔路虎。很多童靴對這一部分到底要寫什么、怎么寫好還很陌生,有的同學甚至干脆把它寫成了一個Introduction,又或者在Executive Summary里面說了很多“廢話”,讓人看完還是摸不著頭腦。今天我們一起來講講,到底怎樣寫Executive Summary。

什么是Executive Summary?

什么是Executive Summary?

Executive Summary可是很“高大上”的呢,畢竟這個摘要是給高管(Executive)看的,高管們往往時間寶貴,不見得有時間看整個的計劃書或者報告之類的文本,于是針對他們提供一個Summary作為參考。也就是說,在你的Executive Summary中,你要用最少、最精準的語言提煉出核心重點。

Executive Summary作為報告前面的概述,它是可以脫離報告單獨閱讀的(這種情況經常發生在工作場所)。因此,你需要確保它是自給自足的,并且可以單獨理解。商科精英們還要注意:Executive Summary通常在最后才寫(以便準確反映報告的內容)??!長度通常在200到300字之間(即不超過一頁)。你不要傻乎乎開篇就開始總結你一個字影兒都沒有的文章,那是不可能完成的任務啊喂!

Executive Summary例子分析

接下來,我們廢話不多說,看一個市場營銷專業Executive Summary慘敗案例,以吸取教訓:

Executive Summary

Every time a business or consumer purchases products or services they display forms of buyer behaviour that are influenced by many factors. The following report looks at the fast food industry and will analyse four McDonalds’ key products and services. It highlights what type of consumer buying or business buying behaviours are displayed in the purchase of a product or service and explains why each behaviour may occur. This enables a conclusion to be drawn from applying theory to reality. Although a full comprehension of buying behaviour is impossible, since everyone is an individual, it is useful to reflect on common behaviours and attempt to divide behaviours in types and stages. Even McDonalds, a leader in marketing cannot always predict consumer behaviour.

開篇介紹report的background,暫且沒毛病

Report’s aims

概述了報告所涉及的資料,但未能提供所取得的結果、所得出的結論和建議。這些正是執行摘要的功能??!但在本例中沒有。

這份執行摘要中的信息籠統又模糊(沒有用的廢話),并沒有很好地總結報告的發現。

Executive Summary例子

OK,那同學們是不是很好奇到底應該怎么改呢?我們來看看一篇會計與財務專業的同學寫的優秀Executive Summary例子:

Executive Summary

This report provides an analysis and evaluation of the current and prospective profitability, liquidity and financial stability of Outdoor Equipment Ltd. Methods of analysis include trend, horizontal and vertical analyses as well as ratios such as Debt, Current and Quick ratios. Other calculations include rates of return on Shareholders Equity and Total Assets and earnings per share to name a few. All calculations can be found in the appendices. Results of data analysed show that all ratios are below industry averages. In particular, comparative performance is poor in the areas of profit margins, liquidity, credit control, and inventory management.

The report finds the prospects of the company in its current position are not positive. The major areas of weakness require further investigation and remedial action by management. Recommendations discussed include:

   improving the average collection period for accounts receivable·

   improving/increasing inventory turnover·

   reducing prepayments and perhaps increasing inventory levels

The report also investigates the fact that the analysis conducted has limitations. Some of the limitations include:

forecasting figures are not provided nature and type of company is not known nor the current economic conditions data limitations as not enough information is provided or enough detail i.e. monthly details not known results are based on past performances not present

開篇說明主旨說明分析用的方法、總結發現、文章的結論、建議(注意,結論和建議非常推薦使用bullet point, 清晰明了)、最后說明報告的局限性。

同學們看完之后有沒有發現,其實這個Executive Summary也并不難,只要抓住要點,老師相信,聰明的你一定能寫的更好,相信下一次你會讓你的professor眼前一亮!

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