营销渠道中英文对照外文翻译文献.doc

本科生毕业设计（论文）外文翻译

学院：商贸学院

学号： 120134030

专业班级：市场营销1301班

学生姓名：宫超

指导教师：赵丹

年月日

Marketing Channels and Value Networks

Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user.

Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators.

The Importance of Channels

A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management

faces. In the United States channel members collectively have earned margins that account for 30 to 50 of the ultimate selling price. In contrast advertising typically has accounted for less than 5 to 7 of the final price. Marketing channels also represent a substantial opportunity cost. One of the chief roles of marketing channels is to convert potential buyers into profitable customers. Marketing channels must not just serve markets they must also make markets. The channels chosen affect all other marketing decisions. The company’s pricing depends on whether it uses mass merchandis ers or high-quality boutiques. The firm’s sale force and advertising decisions depend on how much training and motivation dealers need. In addition channel decisions include relatively long-term commitments with other fins as well as a set of policies and procedures. When an automaker signs up independent dealers to sell its automobiles the automaker cannot buy them out the next day and replace them with company-owned outlets. But at the same time channel choices themselves depend on the company’s marketing strategy with respect to segmentation targeting and positioning. Holistic marketers ensure that marketing decisions in all these different areas are made to collectively maximize value.

In managing its intermediaries the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturers sales force trade promotion money or other means to induce intermediaries to carry promote and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category brand choice is made in the store the product is an impulse item and product benefits are well understood. In a pull strategy the manufacturer uses advertising promotion and other forms of communication to persuade consumers to demand the product from intermediaries thus inducing the intermediaries to order it .Pull strategy is appropriate when there is high brand loyalty and high involvement in the category when consumers are able to perceive differences between brands and when they choose the brand before they go to the store. For years drug companies aimed ads solely at doctors and hospitals but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids.

Top marketing companies such as Coca-Cola Intel and Nike skillfully employ both push and pull strategies. Marketing activities directed towards the channel as part of a push strategy are more effective when accompanied by a well-designed and well-executed pull strategy that activates consumer demand. On the other hand without at least some consumer interest it can be very difficult to gain much channel acceptance and support

Channel Development

A new firm typically starts as a local operation selling in a fairly circumscribed

market using existing intermediaries. The number of such intermediaries is apt to be

limited: a few man ufacturer’s sales agents a few wholesalers several established

retailers a few trucking companies and a few warehouses. Deciding on the best

channels might not be a problem the problem is often to convince the available intermediaries to handle the firm’s line.

If the firm is successful it might branch into new markets and use different channels in different markets. In smaller markets the firm might sell directly to retailers in larger markets it might sell through distributors. In rural areas it might work with general-goods merchants in urban areas with limited-line merchants. In one part of the country it might grant exclusive franchises in another it might through outlets to handle the merchandise. In one country it might use international sales agents in another it might partner with a local firm.

International markets pose distinct challenges. Customers shopping habits can

vary by countries and many retailers such as Germany's Aldi the United Kingdoms

Tesco and Spains Zara have redefined themselves to a certain degree when entering anew market to better tailor their image to local needs and wants. Ret ailers that have largely stuck to the same selling formula regardless of geography such as Eddie Bauer Marks amp Spencer and Walt-Mart-marketing strategy for Its entrance into 1MUS. market to slack different national manufacturer have sometimes encountered trouble in entering new markets.

In short the channel system evolves as a function of local opportunities and

conditions emerging threats and opportunities company resources and capabilities

and other factors. Consider some of the challenges Dell has encountered in recent years.

Hybrid Channels

Today’s successful companies are also multiplying the number of quot go-to-market quot or hybrid channels in anyone market area. In contrast to Dell HP has used its sales force to sell to large accounts outbound telemarketing to sell to medium-sized accounts direct mail with an inbound number to sell to small accounts retailers to sell to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites. Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.） What’ s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc.

large accounts outbound telemarketing to sell to medium-sized accounts direct mail with an inbound number to sell to small accounts retailers to sell to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites.

Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.） What’s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc. Understanding Customer Needs

Consumers may choose the channels they prefer based on a number of factors:the price product assortment and convenience of a channel option as well a s their own particular hopping goals economic social or experiential.As with products segmentation exists and marketers employing different types of channels must be

aware that different consumers have different needs during the purchase process.

Researchers Nunes and Cespedes argue that in many markets buyers fall into one off our categories.

Habitual shoppers purchase from the same places in the same manner over time.

High-value deal seekers know their needs and quot channel surf quot a great deal before buying at the lowest possible price.

Variety-loving shoppers gather information in many channels take advantage

of high touch services and then buy in their favorite channel regardless of price.

High-involvement shoppers gather information in all channels make their purchase in a low- cost channel but take advantage of customer support from a high-touch channel.

One study of 40 grocery and clothing retailers in France Germany and the

United Kingdom found that retailers in those countries served three types of shoppers:1. Service/quality customers who cared most about the variety and performance of products in stores as well as the service provided .2. Price/value customers who were most concerned about spending their money wisely .3. Affinity customers who

primarily sought stores that suited people like themselves or the members of

groupsthey aspired to join. As Figure 15.1 shows customer profiles for these types of

retailers differed across the three markets: In France shoppers placed more importance on service and quality in the United Kingdom affinity and in Germany price and value.

Even the same consumer though may choose to use different channels for different functions in making a purchase. For instance someone may choose to browse through a catalog before visiting a store or take a test-drive at a dealer before

ordering a car online. Consumers may also seek different types of channels depending

on the particular types of goods involved. Some consumers are willing to quot

trade upquotto retailers offering higher-end goods such as TAG Heuer watches or Calla way golf clubs these same consumers are also willing to quot trade down quot to discount retailers to buy private-label paper towels detergent or vitamins.

Value Networks

A supply chain view of a firm sees markets as destination points and amounts to a linear view of the flow. The company should first think of the target m arket however and then design the supply chain backward from that point. This view has been called demand chain planning. North westerns Don Schult z says: quot A demand chain management approach doesn’t just push things through the system. It emphasizes what solutions consumers are looking fo r not what products we are trying to sell them.Quot Schultz has suggested that the traditional marketing quot four Ps quot be replaced by a new acrony m SIV A which stands for solutions information value and access.

An even broader view sees a company at the center of a value network-a system

of partnerships and alliances that a firm creates to source augment and deliver its

offerings. A value network includes a firms suppliers and its suppliers suppliers an

diets immediate customers and their end customers. The value network includes valued

relations with others such as university researchers and government approval agencies.

Demand chain planning yields several insights. First, the company can estimate whether more money is made upstream or downstream, in case it might want to integrate backward. or forward. Second, the company is more aware of disturbances anywhere in the supply chain that might cause costs, prices, or supplies to change suddenly. Third, companies can go online with their business partners to carry on faster and more accurate communications, transact ions, and payments to reduce costs, speed up information, and increase accuracy. With the advent of the Internet, companies are forming more numerous and complex relationships with other firms.

Managing this value network has required companies to make increasing investments in information technology and software. They have invited such sof tware firms as SAP and Oracle to design comprehensive enterprise resource planning systems to manage cash flow, manufacturing, human resources, pur chasing, and other major functions within a unified framework. They hope to break up department silos and carry out core business processes more seaml essly. Marketers, for their part, have traditionally focused on the side of the value network that looks toward the customer. In the future, they will increasi ngly participate in and influence their companies’ upstream activities and become network managers, not only product and customer managers.

营销渠道与价值网络

管理公司的混合渠道必须确保这些渠道一起工作和相互匹配的目标客户首选的做生意的方式。客户希望渠道整合高通过诸如在线订购产品的能力和在一个方便的零售地点捡东西的能力；能够将网上订购的产品转化为零售商的附近商店接受折扣和促销优惠的基础上总在线和离线购买。电路城估计店内接售占其在线销售额的一半以上2006。这是一个特定的一个精心管理多渠道的公司的IC例子。REI（游乐设备公司）更

令人沮丧：买登山靴,削弱你的脚或试图在完美的排 R只找到商店的大小或风格,你想在娱乐设备公司的股票。

大多数生产者并不直接销售产品到最终用户,他们代表的是一套执行多种效用的中介机构。这些中介机构构成了一个营销渠道,也称为贸易渠道或分销渠道,正式的营销渠道是一组相互依存的组织,参与的过程中,使产品或服务可供使用或消费。他们是通过产品或服务来确定生产后最终使用用户。

一些中介机构,如批发商和零售商购买所有权和转售商品,他们被称为商人。其他经纪商代理销售代表寻找客户,并可能代表生产商谈判,但不采取标题的货物,他们被称为代理。还有一些运输公司、广告公司、独立仓库银行协助分发过程,他们被叫做促进者但没有把货物所有权或洽谈购买权或销售权给他们。

渠道的重要性

营销渠道系统是一个企业特定的营销渠道并且关于它的决策是管理层面临的最关键的问题之一。在美国的渠道成员集体获得的利润占最终销售价格30％至50％。相反,广告通常占了不到最终价格的5成或 7成。营销渠道代表一个巨大的机会成本。营销渠道的主要作用是将潜在的买家变成有利可图的客户。营销渠道不仅要服务市场还必须使用市场。

渠道选择影响其他所有的营销决策。公司的定价取决于是否采用大卖场或高品质的精品店。企业的销售力和广告决策取决于经销商需要多少培训和激励。此外,渠道决定还包括对除了对那些芬兰人相对长期的承诺之外的一套政策和程序。当一个汽车制造商签署支持独立的经销商去销售他们汽车的时候,以后汽车制造商就不能用公司拥有的网点去取代他们。与此同时,营销渠道的选择依靠自己公司的市场战略以及对目标的细分和定位。使整体营销获得在这些所有市场决策中的不同领域的集体价值最大化。

在中介企业的管理中必须决定它投入多少努力在推拉营销中。推式策略是使用制造商的销售力量促进贸易资金或使用其他手段诱导中介进行对最终用户的宣传和产品销售。推式策略适合用于选择低忠诚度的品牌产品,在这个品牌店里的项目,产品推动效益都是被理解。在拉式策略的制造商中使用通信广告宣传等形式,在拉动策略中,制造商使用广告促销和其他形式的交流来说服消费者向中介机构要求产品,从而促使中介机构订购产品。拉的策略是适合在消费者进入店前就能够感知品牌差异和品牌选择的,拉式策略合适这种品牌有高忠诚度和高涉入度的。多年来,药物公司只针对医生和医院的广告,但在1997 FDA发布的电视广告指南,开辟了药品直接接触消费者的途径。这是特别明显的新兴行业的处方睡眠艾滋病。

顶极的营销公司, 例如可乐, 英特尔和耐克巧妙地采用推式和拉式结合的策略。营销活动是朝向当有一个精心设计的和很好的激活消费者需求的拉式策陪的同时的推式策略的一个通道。另一方面有极少的一些消费者对它感兴趣但很难得到更多的通道引导和支持。

发展通道

新的公司通常使用现有的中介市场作为一个局部有限制的范围开始。此类中介机构倾向于限制：一些厂家销售的代理几个批发商几个零售商几个建立货运公司和一些仓库。决定最好的渠道可能不是问题,问题往往是说服性可用的中介机构去处理公司线。

如果公司成功,它可能会进入新市场,在不同的市场使用不同的渠道。在较小的市场,该公司可能直接出售给零售商在更大的市场,它可能会出售通过分销商。在农村地区,它可能与一般商品商人在市区有限的商人。在该国的一部分,它可能会授予独家专营权在另一个我不可能通过网点处理商品。在一个国家,它可能会使用国际销售代理在另一个可能与当地公司的合作伙伴。

国际市场带来不同的挑战。顾客购物习惯的国家和许多零售商如德国阿尔迪联合如英国乐购和西班牙Zara会重新定义他们自己,更好地调整自己的形象,以在一定程度上进入新的市场更好地调整图像局部的需求,和当地的需要和希望的零售商,在很大程度上坚持同样的销售公式,无论地理等埃迪鲍尔的标志和斯宾塞和进入沃尔玛营销策略。进入新的市场时,市场对待不同国家的制造商有时会遇到麻烦。

总之,渠道系统的发展作为当地机会和条件的作用,新兴的威胁和机会,公司资源和能力等因素。考虑一些的戴尔近年来遇到的挑战。

混合渠道

如今,成功的公司也在任何市场领域增加了“进入市场”或混合渠道的数量。与戴尔相反,惠普利用其销售力量出售给大客户海外电话销售,以中型帐户直接邮寄与入境号码出售给小账户零售商出售给更小的帐户和互联网销售专业,斯台普斯市场通过其传统零售渠道直接响应互联网网站虚拟商城和数以千计的链接在附属网站。

管理公司的混合渠道必须确保这些渠道一起工作和相互匹配的目标客户首选的做生意的方式。客户希望渠道整合高,通过诸如在线订购产品的能力和在一个方便的零售地点捡东西的能力；能够将网上订购的产品转化为零售商的附近商店,接受折扣和促销优惠的基础上总在线和离线购买。电路城估计店内接售占其在线销售额的一半以上2006。这是一个特定的一个精心管理多渠道的公司的IC例子。REI（游乐设备公司）更令人沮丧：买登山靴,削弱你的脚或试图在完美的只找到商店的大小或风格,你想在娱乐设备公司的股票。

消费者可以选择他们喜欢的基于多项因素的渠道：价格产品结构和渠道选择的便利以及自己独特的跳跃目标经济社会 l或经验。与产品分割存在和使用不同类型的渠道营销人员必须意识到不同的消费者购买过程中有不同的需求。

研究人员努涅斯说,很多市场买家可以划分为以下四类。

1、习惯性购物者随时间以同样的方式从同一地点购买。

2.high-value处理求职者了解他们的需要和“频道冲浪”大量在尽可能最低的购买价格。

3.variety-loving购物者收集信息,多渠道利用高接触服务,然后买自己喜欢的频道无论价格。

4.high-involvement购物者聚集在所有渠道的信息,使他们在一个低成本的渠道购买,而是利用高接触的客户的支持。

法国、德国和英国40家食品和服装零售商的一项研究发现,这些国家的零售商提供了三种类型的购物者：1。服务/质量客户谁照顾,关于商店产品的品种和性能以及提供的服务2。价格/价值的客户最关心的是明智地花钱。3。亲和客户疑问,主要寻找适合自己或他们渴望加入的群体成员的商店。如图15.1所示为这些类型的零售商不同的三客户档案市场：在法国购物者更注重服务和质量在英国的亲和力和在价格和价值在德国。

即使是相同的消费者,也可以选择使用不同的渠道,不同的效用,在购买。例如,有人可以选择浏览目录之前访问商店或在网上订购汽车之前先在经销商处试一下。消费者也可以寻求不同类型的渠道取决于所涉及的特定类型的商品。一些消费者愿意贸易”给零售商提供更高端的产品如豪雅手表或卡拉威高尔夫俱乐部这些相同的消费者也愿意“降格以求”折扣零售商购买私人标签纸巾清洁剂或维他命。

网络价值

一个企业的供应链观点认为市场是目的地,而流量是一个线性视图。公司首先要考虑目标市场,然后设计供应链,从那个点向后。这种观点被称为需求链规划。Don Schultz说：“北西部片的需求链管理方法不只是把东西通过系统,它的解决方案是什么,消费者正在寻找什么样的产品,我们不想卖掉他们。”舒尔茨认为,传统的营销“psquot被新的缩写SIV所取代代表解决方案的信息价值与成功。

一个更广阔的视野,在一个价值网络系统的合作伙伴,公司创建源增加交付其产品的中心看到一个公司。价值网络包括供应商、供应商及其直接客户及其最终客户。价值网络包括与其他人的价值关系,如大学研究人员和政府批准机构。

需求链规划产生几个见解。首先,该公司可以估计是否有更多的钱是上游或下游,如果它可能要整合落后。或向前。二公司更了解供应链中的任何干扰可能导致成本、价格,或供应的突然变化。第三、企业可以上网与自己的业务伙伴进行的更快,更准确的通信,交易和付款,以降低成本,加快信息,提高准确性。随着互联网的出现,公司正在形成与其他公司的更多的复杂关系。

管理这个价值网络要求公司在信息技术和软件方面加大投资。他们已经为SAP和Oracle等软件公司邀请设计综合企业资源计划系统,管理现金流,制造,人力资源,采购,和其他主要效用在一个统一的框架。他们希望打破部门筒仓和无缝地进行核心业务流程。营销人员为他们的一部分,历来侧重于一边的价值网络并着眼于客户。今后,他们将增加越来越参与和影响公司的上游活动,成为网络管理者,不仅只有产品和客户经理。

指导教师评语科教兴国

中英文参考文献格式

中文参考文献格式 参考文献（即引文出处）的类型以单字母方式标识： M——专著，C——论文集，N——报纸文章，J——期刊文章，D——学位论文，R——报告，S——标准，P——专利；对于不属于上述的文献类型，采用字母“Z”标识。 参考文献一律置于文末。其格式为： （一）专著 示例 [1] 张志建.严复思想研究[M]. 桂林：广西师范大学出版社，1989. [2] 马克思恩格斯全集：第1卷[M]. 北京：人民出版社，1956. [3] [英]蔼理士.性心理学[M]. 潘光旦译注.北京：商务印书馆，1997. （二）论文集 示例 [1] 伍蠡甫.西方文论选[C]. 上海：上海译文出版社，1979. [2] 别林斯基.论俄国中篇小说和果戈里君的中篇小说[A]. 伍蠡甫.西方文论选：下册[C]. 上海：上海译文出版社，1979. 凡引专著的页码，加圆括号置于文中序号之后。 （三）报纸文章 示例 [1] 李大伦.经济全球化的重要性[N]. 光明日报，1998-12-27，（3） （四）期刊文章 示例 [1] 郭英德.元明文学史观散论[J]. 北京师范大学学报（社会科学版），1995（3）. （五）学位论文 示例 [1] 刘伟.汉字不同视觉识别方式的理论和实证研究[D]. 北京：北京师范大学心理系，1998. （六）报告 示例 [1] 白秀水，刘敢，任保平. 西安金融、人才、技术三大要素市场培育与发展研究[R]. 西安：陕西师范大学西北经济发展研究中心，1998. （七）、对论文正文中某一特定内容的进一步解释或补充说明性的注释，置于本页地脚，前面用圈码标识。 参考文献的类型 根据GB3469-83《文献类型与文献载体代码》规定，以单字母标识： M——专著（含古籍中的史、志论著） C——论文集 N——报纸文章 J——期刊文章 D——学位论文 R——研究报告 S——标准 P——专利 A——专著、论文集中的析出文献 Z——其他未说明的文献类型 电子文献类型以双字母作为标识： DB——数据库 CP——计算机程序 EB——电子公告

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：

中英文论文参考文献标准格式 超详细

超详细中英文论文参考文献标准格式 1、参考文献和注释。按论文中所引用文献或注释编号的顺序列在论文正文之后，参考文献之前。图表或数据必须注明来源和出处。 （参考文献是期刊时，书写格式为： [编号]、作者、文章题目、期刊名（外文可缩写）、年份、卷号、期数、页码。参考文献是图书时，书写格式为： [编号]、作者、书名、出版单位、年份、版次、页码。） 2、附录。包括放在正文内过份冗长的公式推导，以备他人阅读方便所需的辅助性数学工具、重复性数据图表、论文使用的符号意义、单位缩写、程序全文及有关说明等。 参考文献（即引文出处）的类型以单字母方式标识，具体如下： [M]--专著,著作 [C]--论文集(一般指会议发表的论文续集，及一些专题论文集，如《***大学研究生学术论文集》[N]-- 报纸文章 [J]--期刊文章：发表在期刊上的论文，尽管有时我们看到的是从网上下载的（如知网），但它也是发表在期刊上的，你看到的电子期刊仅是其电子版 [D]--学位论文：不区分硕士还是博士论文 [R]--报告：一般在标题中会有"关于****的报告"字样 [S]-- 标准 [P]--专利 [A]--文章：很少用，主要是不属于以上类型的文章 [Z]--对于不属于上述的文献类型，可用字母"Z"标识，但这种情况非常少见 常用的电子文献及载体类型标识： [DB/OL] --联机网上数据(database online) [DB/MT] --磁带数据库(database on magnetic tape) [M/CD] --光盘图书(monograph on CDROM) [CP/DK] --磁盘软件(computer program on disk) [J/OL] --网上期刊(serial online) [EB/OL] --网上电子公告(electronic bulletin board online) 很显然，标识的就是该资源的英文缩写，/前面表示类型，/后面表示资源的载体，如OL表示在线资源 二、参考文献的格式及举例 1．期刊类 【格式】[序号]作者.篇名[J].刊名,出版年份,卷号(期号)起止页码. 【举例】 [1] 周融，任志国，杨尚雷，厉星星.对新形势下毕业设计管理工作的思考与实践[J].电气电子教学学报，2003(6):107-109. [2] 夏鲁惠.高等学校毕业设计(论文)教学情况调研报告[J].高等理科教育,2004(1):46-52. [3] Heider, E.R.& D.C.Oliver. The structure of color space in naming and memory of two languages [J]. Foreign Language Teaching and Research, 1999, (3): 62 67. 2．专著类

市场营销策略论文中英文资料对照外文翻译

市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误

中英文参考文献格式

中英文参考文献格式! (細節也很重要啊。。）来源：李菲玥的日志 规范的参考文献格式 一、参考文献的类型 参考文献（即引文出处）的类型以单字母方式标识，具体如下： M——专著C——论文集N——报纸文章J——期刊文章 D——学位论文R——报告S——标准P——专利 A——文章 对于不属于上述的文献类型，采用字母“Z”标识。 常用的电子文献及载体类型标识： ［ＤＢ/OL］——联机网上数据(database online) ［DB/MT］——磁带数据库(database on magnetic tape) ［Ｍ/CD］——光盘图书(monograph on CD ROM) ［ＣＰ／DK］——磁盘软件(computer program on disk) ［Ｊ／ＯＬ］——网上期刊(serial online) ［ＥＢ/OL］——网上电子公告(electronic bulletin board online) 对于英文参考文献，还应注意以下两点： ①作者姓名采用“姓在前名在后”原则，具体格式是：姓，名字的首字母. 如：Malcolm R ichard Cowley 应为：Cowley, M.R.，如果有两位作者，第一位作者方式不变，&之后第二位作者名字的首字母放在前面，姓放在后面，如：Frank Norris 与Irving Gordon应为：Norri s, F. & I.Gordon.； ②书名、报刊名使用斜体字，如：Mastering English Literature，English Weekly。二、参考文献的格式及举例 1．期刊类 【格式】[序号]作者.篇名[J].刊名，出版年份，卷号（期号）：起止页码. 【举例】 [1] 周融，任志国，杨尚雷，厉星星.对新形势下毕业设计管理工作的思考与实践[J].电气电子教学学报，2003(6)：107-109.

英语毕业论文引用和参考文献格式

英语毕业论文引用和参考文献格式 英语专业毕业论文引用和参考文献格式采用APA格式及规。 一、文中夹注格式 英语学位论文引用别人的观点、方法、言论必须注明出处，注明出处时使用括号夹注的方法（一般不使用脚注或者尾注），且一般应在正文后面的参考文献中列出。关于夹注，采用APA格式。 （一）引用整篇文献的观点 引用整篇文献（即全书或全文）观点时有两种情况： 1.作者的姓氏在正文中没有出现，如： Charlotte and Emily Bronte were polar opposites, not only in their personalities but in their sources of inspiration for writing (Taylor, 1990). 2. 作者的姓氏已在正文同一句中出现，如： Taylor claims that Charlotte and Emily Bronte were polar opposites, not only in their personalities but in their sources of inspiration for writing (1990). 3. 如果作者的姓氏和文献出版年份均已在正文同一句中出现，按APA的规不需使用括号夹注，如： In a 1990 article, Taylor claims that Charlotte and Emily Bronte were polar opposites, not only in their personalities but in their sources of inspiration for writing. 4. 在英文撰写的论文中引用中文著作或者期刊，括号夹注中只需用汉语拼音标明作者的姓氏，不得使用汉字，如：(Zhang, 2005) （二）引用文献中具体观点或文字 引用文献中某一具体观点或文字时必须注明该观点或者该段文字出现的页码出版年份，没有页码是文献引用不规的表现。 1.引用一位作者的文献 （1）引用容在一页，如： Emily Bronte “expressed increasing hostility for the world of human relationships, whether sexual or social” (Taylor, 1988：11). （2）引用容在多页上，如： Newmark (1988：39-40) notes three characteristically expressive text-types: (a) serious imaginative literature (e.g. lyrical poetry); (b) authoritative statements (political speeches and documents, statutes and legal documents, philosophical and academic works by acknowledged authorities); (c) autobiography, essays, personal correspondence (when these are personal effusions).

英语优秀论文参考文献格式要求

英语优秀论文参考文献格式要求

————————————————————————————————作者：————————————————————————————————日期：

英语专业本科毕业论文 参考文献格式要求 I．文内引用 （一）直接引用 1．引用中的省略 原始资料的引用：在正文中直接引用时，应给出作者、年份，并用带括号的数字标出页码。若有任何资料省略，使用英文时，应用3个省略号在句中标出（…），中文用6个（……）；若两句间的资料省略，英文应用4个省略号标出（‥‥），中文用6个（……）。若要在直接引用插入自己的解释，应使用方括号[ ]。若在资料中有什么错误拼写、错误语法或标点错误会使读者糊涂，应在引用后立即插入[sic]，中文用[原文如此]。下面是一些示例： 例一：The DSM IV defines the disorder [dysthymic] as being in a chronically depressed mood that occurs for "most of the day more days than not for at least two years (Criterion A) .... In children, the mood may be irritable rather than depressed, and the required minimum duration is only one year" (APA, 1994, p. 345). 例二：Issac (1995) states that bipolar disorder "is not only uncommon but may be the most diagnostic entity in children and adolescents in similar settings .... and may be the most common diagnosis in adolescents who are court-remanded to such settings" (p.275). 2．大段落引用 当中文引用超过160字时，不使用引号，而使用“块”的形式（引用起于新的一行，首行缩进4个空格，两端对齐，之后每行都缩进）。 当英文引用超过40字时，不使用引号，而使用“块”的形式（引用起于新的一行，首行缩进5个空格，左对齐，之后每行都缩进）。 Elkind (1978) states:

英文引用及参考文献格式要求

英文引用及参考文献格式要求 一、参考文献的类型 参考文献（即引文出处）的类型以单字母方式标识，具体如下： M——专著C——论文集N——报纸文章 J——期刊文章D——学位论文R——报告 对于不属于上述的文献类型，采用字母“Z”标识。 对于英文参考文献，还应注意以下两点： ①作者姓名采用“姓在前名在后”原则，具体格式是：姓，名字的首字母.如：MalcolmRichardCowley应为：Cowley,M.R.，如果有两位作者，第一位作者方式不变，&之后第二位作者名字的首字母放在前面，姓放在后面，如：FrankNorris与IrvingGordon应为：Norris,F.&I.Gordon.； ②书名、报刊名使用斜体字，如：MasteringEnglishLiterature，EnglishWeekly。 二、参考文献的格式及举例 1.期刊类 【格式】[序号]作者.篇名[J].刊名，出版年份，卷号（期号）：起止页码. 【举例】 [1]王海粟.浅议会计信息披露模式[J].财政研究，2004,21(1)：56-58. [2]夏鲁惠.高等学校毕业论文教学情况调研报告[J].高等理科教育，2004(1):46-52. [3]Heider,E.R.&D.C.Oliver.Thestructureofcolorspaceinnamingandmemo ryoftwolanguages[J].ForeignLanguageTeachingandResearch,1999,(3):62–6 7. 2.专著类 【格式】[序号]作者.书名[M].出版地：出版社，出版年份：起止页码. 【举例】[4]葛家澍，林志军.现代西方财务会计理论[M].厦门：厦门大学出版社，2001：42. [5]Gill,R.MasteringEnglishLiterature[M].London:Macmillan,1985:42-45. 3.报纸类 【格式】[序号]作者.篇名[N].报纸名，出版日期（版次）. 【举例】 [6]李大伦.经济全球化的重要性[N].光明日报，1998-12-27(3). [7]French,W.BetweenSilences:AVoicefromChina[N].AtlanticWeekly,198 715(33). 4.论文集 【格式】[序号]作者.篇名[C].出版地：出版者，出版年份：起始页码. 【举例】 [8]伍蠡甫.西方文论选[C].上海：上海译文出版社，1979：12-17. [9]Spivak,G.“CantheSubalternSpeak?”[A].InC.Nelson&L.Grossberg(e ds.).VictoryinLimbo:Imigism[C].Urbana:UniversityofIllinoisPress,1988, pp.271-313.

外文文献(市场营销策略)

Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

单片机-英文参考文献

Structure and function of the MCS-51series Structure and function of the MCS-51series one-chip computer MCS-51is a name of a piece of one-chip computer series which Intel Company produces.This company introduced8top-grade one-chip computers of MCS-51series in1980after introducing8one-chip computers of MCS-48series in1976.It belong to a lot of kinds this line of one-chip computer the chips have,such as8051,8031,8751, 80C51BH,80C31BH,etc.,their basic composition,basic performance and instruction system are all the same.8051daily representatives-51serial one-chip computers. An one-chip computer system is made up of several following parts:(1)One microprocessor of8(CPU).(2)At slice data memory RAM(128B/256B),it use not depositting not can reading/data that write,such as result not middle of operation, final result and data wanted to show,etc.(3)Procedure memory ROM/EPROM (4KB/8KB),is used to preserve the procedure,some initial data and form in slice. But does not take ROM/EPROM within some one-chip computers,such as8031, 8032,80C,etc..(4)Four8run side by side I/O interface P0four P3,each mouth can use as introduction,may use as exporting too.(5)Two timer/counter,each timer/ counter may set up and count in the way,used to count to the external incident,can set up into a timing way too,and can according to count or result of timing realize the control of the computer.(6)Five cut off cutting off the control system of the source. (7)One all duplexing serial I/O mouth of UART(universal asynchronous receiver/transmitter(UART)),is it realize one-chip computer or one-chip computer and serial communication of computer to use for.(8)Stretch oscillator and clock produce circuit,quartz crystal finely tune electric capacity need outer.Allow oscillation frequency as12megahertas now at most.Every the above-mentioned part was joined through the inside data bus.Among them,CPU is a core of the one-chip computer,it is the control of the computer and command centre,made up of such parts as arithmetic unit and controller,etc..The arithmetic unit can carry on8persons of arithmetic operation and unit ALU of logic operation while including one,the1 storing device temporarilies of8,storing device2temporarily,8's accumulation

市场营销策略外文文献及翻译

市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails

中英文论文参考文献范例

https://www.sodocs.net/doc/3f269739.html, 中英文论文参考文献 一、中英文论文期刊参考文献 [1].面向中英文混合环境的多模式匹配算法. 《软件学报》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2008年3期.孙钦东.黄新波.王倩. [2].基于自适应特征与多级反馈模型的中英文混排文档分割. 《自动化学报》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2006年3期.夏勇.王春恒.戴汝为. [3].基于最大熵方法的中英文基本名词短语识别. 《计算机研究与发展》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI 收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2003年3期.周雅倩.郭以昆.黄萱菁.吴立德. [4].中英文指代消解中待消解项识别的研究. 《计算机研究与发展》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI 收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2012年5期.孔芳.朱巧明.周国栋. [5].基于树核函数的中英文代词消解?. 《软件学报》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2013年5期.孔芳.周国栋. [6].基于树核函数的中英文代词消解. 《软件学报》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2012年5期.孔芳.周国栋. [7].一种并行中英文混合多模式匹配算法. 《计算机工程》.被中信所《中国科技期刊引证报告》收录ISTIC.被北京大学《中文核心期刊要目总览》收录PKU.2014年4期.王震.李仁发.李彦彪.田峥. [8].中英文混合文章识别问题. 《软件学报》.被中信所《中国科技期刊引证报告》收录ISTIC.被EI收录EI.被北京大学《中文核心期刊要目总览》收录PKU.2005年5期.王恺.王庆人.

网络营销策略外文文献翻译

文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.

中英文论文参考文献标准格式

中英文论文参考文献标准格式 参考文献（即引文出处）的类型以单字母方式标识，具体如下：? [M]--专着,着作? [C]--论文集(一般指会议发表的论文续集，及一些专题论文集，如《***大学研究生学术论文集》? [N]-- 报纸文章? [J]--期刊文章：发表在期刊上的论文，尽管有时我们看到的是从网上下载的（如知网），但它也是发表在期刊上的，你看到的电子期刊仅是其电子版? [D]--学位论文：不区分硕士还是博士论文? [R]--报告：一般在标题中会有"关于****的报告"字样? [S]-- 标准? [P]--专利? [A]--文章：很少用，主要是不属于以上类型的文章? [Z]--对于不属于上述的文献类型，可用字母"Z"标识，但这种情况非常少见? 常用的电子文献及载体类型标识：? [DB/OL] --联机网上数据(database online)? [DB/MT] --磁带数据库(database on magnetic tape)? [M/CD] --光盘图书(monograph on CDROM)? [CP/DK] --磁盘软件(computer program on disk)? [J/OL] --网上期刊(serial online)? [EB/OL] --网上电子公告(electronic bulletin board online)? 很显然，标识的就是该资源的英文缩写，/前面表示类型，/后面表示资源的载体，如OL表示在线资源? 二、参考文献的格式及举例? 1．期刊类? 【格式】[序号]作者.篇名[J].刊名,出版年份,卷号(期号)起止页码.? 【举例】? [1] 周融，任志国，杨尚雷，厉星星.对新形势下毕业设计管理工作的思考与实践[J].电气电子教学学报，2003(6):107-109.? [2] 夏鲁惠.高等学校毕业设计(论文)教学情况调研报告[J].高等理科教育,2004(1):46-52.? ? 2．专着类? 【格式】[序号]作者.书名[M].出版地:出版社,出版年份:起止页码.? 【举例】? [4] 刘国钧,王连成.图书馆史研究[M].北京:高等教育出版社,1979:15-18,31.? [5] Gill, R. Mastering English Literature [M]. London: Macmillan, 1985: 42-45.? 3．报纸类? 【格式】[序号]作者.篇名[N].报纸名,出版日期(版次).? 【举例】? [6] 李大伦.经济全球化的重要性[N]. 光明日报，1998-12-27(3).? [7] French, W. Between Silences: A Voice from China[N]. Atlantic Weekly, 1987-8-15(33).?

外文翻译(营销策略)

附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也