Research On Sales English Ability Based On Needs Analysis

With the overall development of business globalization, Chinese enterprises haveexpanded their business to oversea market, Chinese Multinational Corporation is moreand more grown. However, most employees of these enterprises are mainly majored intechnology, so the English competence of international sales is increasingly essential forthese corporations, who pay more attention to the comprehensive abilities withtechnology, language and marketing.With a Chinese Multinational Corporation being the background, this thesisconducts a social questionnaire survey and interviews of the international sales staffcompetence and relevant English proficiency from the perspectives of social needs onthe basis of ESP theory, international marketing theory, language competence theoryand needs analysis theory, in order to deal with the following questions:1. What are theworkplace English Language needs perceived by sales in international marketing field?2. What are the employer’s perceptions of sales’ workplace English language needs?3.How the workplace English needs perceived by international sales and employersmatched?4. Based on the results of need analysis, how to build international marketingEnglish competence? Also, with English being the basis of linguistic competence, thisthesis explains the elements of international sales staff English proficiency andelaborates the cross-cultural sales communicative competence.