电视真人秀节目研究外文文献翻译

文献出处：Morris D. The study on the development of Reality TV show [J]. Journal of Sociolinguistics, 2015, 8(2): 246-271.

原文

The study on the development of Reality TV show

Abstract

Reality is not emerged in recent years, but in recent years to fill a new form of TV programs. Either from the perspective of the number of programs or the audience ratings reflects and it has become a mainstream form of TV programs. Reality at the same time, the program concept also for many other configuration brings new elements and TV skills, frequently appear on television at present all kinds of talent show, educational programs, athletic programs, grand prix, etc., are actually in reality, techniques and consciousness. In this sense, a reality television era seems to be coming.

Keywords: reality TV show, common entertainment, true record, humanity

1 A wave of reality show

1998 U.S. companies such as Paramount co-productions, launched a cause enthusiastic reaction film "the Truman Show" (the Truman Show).The hero of the movie Truman just like the English meaning of his name, is a real person, but his life is a show, a show at the same time. Starting from the date of birth, in his life in every 365 days a year, 24 hours of every day, every hour of the 60 minutes, every minute of everyday life are ubiquitous cameras recorded according to the facts, and broadcast live to the whole world. And chum door that he was watching live completely don't know, he unconsciously life was arranged in a blue sky white clouds, wind and rain lightning, family, school and society's huge studio, became a celebrity in only he did not know. In his life for almost thirty years later, he was accidentally found himself had been living for love in a program, a ubiquitous lies, he has always been a playing actor. Finally, understood from the programs of Truman desperate, he rushed out of the blind thirty years of the virtual world.

The film with a way of tragicomic metaphor humans today are surrounded by media, even in the medium of the virtual reality of survival. The story of the

Hollywood film, however, are actually become a reality. Now not only has appeared on television a lot of all kinds of reality, even Germany RTLZ television later tried to directly to "the Truman show" ideas into a reality. In fact, since the end of last century, reality TV tide has been rising and spreading across the globe, continuously show will be reality on the screen, let the audience to watch, peep, consumption and entertainment. Reality has gradually deduce for worldwide television culture spectacle that nots allow to ignore.

Reality TV shows to present a prairie fire immediately after 2000."Big brother" within two years after the rise of the Netherlands, in Europe and the United States had 18 versions in different countries; “Su rvivor" broadcast of the second week, that is, to become America's ratings for the first show, CBS hit a 13-year viewing wonders. The ratings from the bottom of the four major television networks leap in 2000 top ten title of television programs; Attic story set in France. Surprisingly, program with an average audience of 5.2 million, in most of the M6 television viewers: in Africa, more than 30 million of the audience to watch the "African big brother and make it become Africa one of the most popular TV shows in history.

Reality show glamour attracted many eyeballs, make reality TV entertainment programs to be bestowed favor on newly. This kind of programs, no writers, but under the elaborate design of producers, the plot is often surprising, dangerous. Because all of the program participants are not actors, not play, everything all want to temporary, reality and plot a more open and vivid, full of accident, all kinds of possibilities, all kinds of results. Viewers can like playing games with the participants can guess even when ruled by watching them, towards the end of the story together. Reality in this unscripted drama shows and TV play different charm.

2 Read the reality TV show

A BBC documentary filmmaker Alex, Holmes wills reality television as construction type documentary. Documentary development to the present, he thought, and is no longer a dull, preaching and lack of imagination, after going through a series of changes, there are some new program form. It proves that in real life people to the audience can also like a soap opera and the role in the TV detective magic. He

believes that the current documentary mainly include soap opera new style documentary, this documentary constructivism, found that sex documentaries and computer documentary, in the creation of sex documentary, he thinks this documentary is placed reality in man-made scene and the environment, making them how to behave and respond to. Here, Alex. Holmes wills clearly reality television as a kind of the type of the documentary. And although his induction makes sense, but it is difficult to contain reality gameplay, regularity and the characteristics of the characters of artificial action, https://www.wendangku.net/doc/4c3414098.html, entertainment reality show a combination of many factors, such as educational, games, talk, competitions, drama, etc., the compatibility of television entertainment programs and richness reached unprecedented levels.

Truth is a feature of reality TV show the audience, also is the most basic features. Reality show is actually a documentary, but it is recorded by the participants in particular rules under the restriction of real performance. In reality TV audience most want to see is the activities of the native state characters, although the situation may be fictional, but the record results are fictional. This kind of pursuit for true, reflect on the shots is large with pats, candid, the use of capture.

Reality show compared with other game racing etc. program, one of the most distinctive feature is that it focuses on the richness, the depth of human nature and showing an unprecedented degree of mining. Reality TV shows as a result of the rule set, can be a social person from society, partially reverted to a natural person. But in the small society of players, also full of desire and moral, intellectual and emotional conflict, its characters relations sometimes is very delicate.

Communications for reality television provides innovative tools. Reality often through the emergence of new communication platform, such as the Internet, broadband, mobile phone short message, etc., realize the interaction, effectively, the TV networks, newspapers, publishing, even will appear new fifth media messages together. Such integration performance is in reality television production and broadcast in the entire link. To show early shooting publicity for the introduction of television, network, newspaper, program production and broadcast as the core, to later

period of text messages and published as the support, forming a powerful offensive. Therefore, reality TV shows the character and story is not external and audience, is not something that has nothing to do with the audience of the perfect tense, on the contrary, it is the interaction with the audience, the audience can participate in, impact program, the audience is part of the https://www.wendangku.net/doc/4c3414098.html, that passive viewing behavior, due to the increase in the interactive factors into an active behaviors of participation.

3 The development trend of reality

As the entertainment shows boom-bust, some of the new reality show of the nature of life service gradually got the attention of the audience and loved. These living service program adopts the model of reality TV show, more details will show the process of, specific and experience, the audience better understand and participate in this kind of service, have very strong practicability. Service life reality service class and ordinary life the biggest different is its experience more of the programs. With the advent of the era of experience economy, consumers in the consumer a commodity, not just spending time, money and goods of practical function, more important is spending an experience, enjoy the memories of a value, the consumer can let the consumer willing to over and over again to pay money. Experience consumption in the extension of TV media also is such, let the audience is really enjoys some experience, and learn, and is the important reason for the reality at present is popular.

In reality at present various life service class, to the audience the most real experience is the exchange of roles reality life experience. This kind of reality through the life the role of mutual exchange, to experience them never had the living environment and condition. And the audience also followed the camera lens and the players, the same to feel, to feel the feeling of life elsewhere. The exchange of experience reality first appeared in the UK.ABC and FOX in 2004, Americans a little modification, on the two networks have launched two gears in exchange for housewives exchange such as the main content of reality TV -- the Wife Swap (in women) "and" Trading Spouse (easy to accidentally), reality TV show is really went into the private family life. Although the two show the name of the looks full of provocative, but the program itself is not pronate show, the two families wife will

exchange their homes, they will go to the other party with each other in the home the husband and children live a 10 days living together, during this period, the exchange of his wife's role is limited to take care of children and do household chores, as a hostess does not include the emotional life with her new husband. In 5 days before the date of the exchange wife must abide by the rules of the new home; and in the last five days, she can as housewives set their own rules for a new home. Because of this reality show your exchange life truly inside the actual details of family life and a secret, so after the broadcast is very popular with the audience.

Reality can develop by the elements from the numerous game show to show, become an important form of entertainment has its historical reason. The first is the concept of social support, the so-called postmodern proliferation. Traditional aesthetic concept of deconstruction, led to the traditional moral values, the value of human nature and human life.

译文

电视真人秀发展研究

摘要

真人秀虽然并不是近年来的发明,但却是近年来才蔚为大观的一种电视节目形态。无论是从节目的数量或者是节目的观众收视反映来看,它都已经成为了电视节目的一种主流形态。同时,真人秀的节目理念还为许多其它节目形态带来了新的电视元素和电视技巧,目前电视上频繁出现的各种选秀节目、益智节目、竞技节目、大奖赛等等,实际上也都在借鉴真人秀的手法、技巧和意识。从这个意义上说,一个泛真人秀的电视时代似乎正在来临。

关键词:真人秀节目，娱乐平民化，真实记录，人性展现

1真人秀浪潮

1998年美国派拉蒙等公司联合出品,推出了一部引起热烈反响的影片《楚门的世界》(Truman Show)。电影的主人公楚门正如他的名字的英文原意一样,是一个真人,但他的一生同时又是一个节目、一个秀。从出生之日起,他生活中每一年的365天,每一天的24小时,每一小时的60分钟,日常生活的分分秒秒都被无所不在的摄像机如实记录下来,并向全世界进行直播。而楚门对自己被观看的生存完

全不知道,他不知不觉地生活在一个被安排了蓝天白云、风雨雷电、家庭、学校和社会的巨大摄影棚中,成了只有他自己不知道的家喻户晓的明星。在他这样生活了几乎三十年以后,他才因为爱情而偶然发现自己原来一直生存在一个节目,一个无处不在谎言中,他一直是一个扮演自己的演员。最后,从节目中明白过来的楚门不顾一切,冲出了这个蒙蔽他三十年的虚拟世界。

这部影片用一种悲喜交集的方式隐喻了今天的人类被媒介包围,甚至在媒介中虚拟生存的现实状况。然而,这种好莱坞电影中的故事情节实际上正在成为现实。如今不仅电视上已经出现了大量的各种各样的真人秀,甚至德国RTLZ电视台后来还试图直接将《楚门的世界》的创意真正制作成一个真人秀。事实上,从上世纪末开始,电视真人秀浪潮就已经在全球范围内兴起和曼延,真人秀不断地将真人推上屏幕,让观众去观看、窥视、消费和娱乐。真人秀已逐渐演绎为不容忽视的世界性的电视文化奇观。

真人秀节目到了2000年后立即呈现出星火燎原之势。《老大哥》在荷兰出现后不出两年,在欧美便有了18个不同国家的版本;《生存者》播出的第二周,即成为全美收视率第一的节目,让CBS创下了13年来的收视奇观。其收视率从四大电视网的最后一名,跃上2000年十佳电视节目的冠军宝座;《阁楼故事》在法国掀起.惊人狂潮,节目的平均收视人数达520万,创下M6电视台的收视之最: 在非洲,超过3000万的观众在收看《非洲老大哥》,使它成为非洲历史上最流行的电视节目。

真人秀的魅力吸引了众多眼球,使真人秀成为了电视娱乐节目的新宠。这种节目没有编剧,但在制作者的精心设计下,情节却往往出人意料,险象环生。因为节目的所有参与者不是演员,没有剧本,一切都要临时发挥,于是真人秀的剧情更加开放生动,充满各种偶然、各种可能、各种结果。观众可以和参与者们一起像玩游戏一样边看边猜甚至还可以边当裁决人,共同走向故事的结局。真人秀就用这种没有剧本的戏剧显示了与电视剧不同的魅力。

2解读电视真人秀

英国BBC纪录片导演艾里克斯.霍尔姆斯将真人秀电视节目归为建构式纪录片。他认为,纪录片发展到现在,已不再是枯燥的、说教的和缺乏想象力的节目,在经历了一系列的变革之后,出现了一些新节目形式。（完整译文请到百度文库）

毕业论文外文文献翻译Brand-Strategy-Research企业品牌战略研究

毕业设计（论文）外文文献翻译 文献、资料中文题目：企业品牌战略研究 文献、资料英文题目：Brand Strategy Research 文献、资料来源： 文献、资料发表（出版）日期： 院（部）： 专业： 班级： 姓名： 学号： 指导教师： 翻译日期： 2017.02.14

Brand Strategy Research Kapferer,J.H Available online 11 June 2010 Economic globalization,how to adapt to international trends,establish,a s trong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means of competition to increase brand awarenss, improve brand positioning, an create a good brand image. First, Japanese brands across the board defeat. November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention. If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese c ompanies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance. Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen” Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last

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：

建筑设计参考文献综述

文献综述 建筑设计参考文献综述： [1]《房屋建筑学》，邢双军主编 建筑学作为一门内容广泛的综合性学科，它沙及到建筑功能、工程技术、建筑经济、建筑艺术以及环境规划等许多方面的问题。般说来，建筑物既是物质产品，又具有一定的艺术形象，它必然随着社会生产生活方式的发展变化而发展变化，并且总是受科学技术、政治经济和文化传统的深刻影响*建筑物—一作为人们亲手创造的人为环境的重要组成部分，需要耗用大量的人力和物力。它除了具行满足物质功能的使用要求外，其空间组合和建筑形象又常会赋予人们以精神上的感受。 [2]《建筑设计防火规范》（GB50016-2006） 1.0.1 为了防止和减少建筑火灾危害，保护人身和财产安全，制定本规范。 1.0.2 本规范适用于下列新建、扩建和改建的建筑： 1 9层及9层以下的居住建筑（包括设置商业服务网点的居住建筑）； 2 建筑高度小于等于24.0m 的公共建筑； 3 建筑高度大于24.0m 的单层公共建筑； 4 地下、半地下建筑（包括建筑附属的地下室、半地下室）； 5 厂房； 6 仓库； 7 甲、乙、丙类液体储罐（区）； 8 可燃、助燃气体储罐（区）； 9 可燃材料堆场； 10 城市交通隧道。 注：1 建筑高度的计算：当为坡屋面时，应为建筑物室外设计地面到其檐口的高度；当为平屋面（包括有女儿墙 的平屋面）时，应为建筑物室外设计地面到其屋面面层的高度；当同一座建筑物有多种屋面形式时，建筑 高度应按上述方法分别计算后取其中最大值。局部突出屋顶的瞭望塔、冷却塔、水箱间、微波天线间或设 施、电梯机房、排风和排烟机房以及楼梯出口小间等，可不计入建筑高度内。 2 建筑层数的计算：建筑的地下室、半地下室的顶板面高出室外设计地面的高度小于等 于 1.5m 者，建筑底部设置的高度不超过2.2m 的自行车库、储藏室、敞开空间，以及建筑屋顶上突出的局部设备用房、出屋面 的楼梯间等，可不计入建筑层数内。住宅顶部为两层一套的跃层，可按1 层计，其它部位的跃层以及顶部 多于2 层一套的跃层，应计入层数。 1.0.3 本规范不适用于炸药厂房（仓库）、花炮厂房（仓库）的建筑防火设计。 人民防空工程、石油和天然气工程、石油化工企业、火力发电厂与变电站等的建筑防火设计，当有专门的国家现行标准时，宜从其规定。 1.0.4 建筑防火设计应遵循国家的有关方针政策，从全局出发，统筹兼顾，做到安全适用、技术先进、经济合理。 1.0.5 建筑防火设计除应符合本规范的规定外，尚应符合国家现行有关标准的规定。

人力资源战略与变革外文文献翻译中英文

外文文献翻译原文及译文 （节选重点翻译） 人力资源战略与变革外文文献翻译中英文 文献出处：Handbook of Human Resources Management, 2015, pp 1-18 译文字数：5800多字

英文 Human Resources Strategy and Change: Competence Development in a Changed Environment Michiel Berg Abstract Building competence in a changing environment is a journey. It is a journey where it is essential to have communicated and envisaged a picture of the destination. The details of this envisaged picture will look different probably upon "arrival" at the end of the journey. However, communicating the destination is essential. It helps employees to understand what the direction is. It helps employees and managers to use existing competencies along the way. Moving ahead very often demonstrates unexpected strengths in colleagues one has not been aware of. Moving ahead with a plan can also show the team their current level of competence and the desired state of competence. Explaining and talking about these differences may often prove not to be that easy and clear for many involved. A changing environment shows also weaknesses of current practices, processes, and services. It requires strong managerial skills to keep discussions having a focus on the future and preventing these discussions to turn into complaint sessions of past events. Human Resources practices and processes are executed in a triangle of employees, managers, and

市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意

顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服

建筑结构设计中英文对照外文翻译文献

中英文对照外文翻译 (文档含英文原文和中文翻译) Create and comprehensive technology in the structure global design of the building The 21st century will be the era that many kinds of disciplines technology coexists , it will form the enormous motive force of promoting the development of building , the building is more and more important too in global design, the architect must seize the opportunity , give full play to the architect's leading role, preside over every building engineering design well. Building there is the global design concept not new of architectural design,characteristic of it for in an all-round way each element not correlated with building- there aren't external environment condition, building , technical equipment,etc. work in coordination with, and create the premium building with the comprehensive new technology to combine together. The premium building is created, must consider sustainable development , namely future requirement , in other words, how save natural resources as much as possible, how about protect the environment that the mankind depends on for existence, how construct through high-quality between architectural design and building, in order to reduce building equipment use quantity and

外文翻译--企业品牌战略研究

外文译文二： 企业品牌战略研究 Kapferer,J.H Strategic Brand Mnanagement [J]. Kogan Page,London [J]. Marketing Science,2010(2):52-61. 在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品意，搞好品牌定位，塑造良好品牌形象。 一、日系品牌全线崩溃 2006年11月22日上午，NEC宣布将推出2G及2.5G手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家日本手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市场的争夺。 如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中国的繁荣已经渐行渐远。 对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一是企业制度呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市场;二是市场营销能力弱，产品规划能力不强，很难根椐自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要;三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。 日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又 是否从“日系企业”的背后吸取教训？ 二、我国企业实施品牌战略的现状分析处 1、众多昔日名牌“昙花一现” 中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展起来的极为有限。这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。

差异化营销策略外文文献翻译

文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For

展示体验建筑设计中英文对照外文翻译文献

中英文对照外文翻译文献(文档含英文原文和中文翻译)

原文： Norway Romsdal Folk Museum Photograph from : Stiftelsen Romsdalsmuseet The Romsdal Folk Museum is an architectonic attraction and a treasured landmark that embodies the history and identity of the entire region. Our intention in this project was to let the structure signal its meaning and function through an architectural expression and the use of local materials. The scale of the building refers to the urbanity and morphology of the town. The overall layout of the museum grounds the connections to the town by linking different surrounding areas in an overall plan where all circulation is linked in a unified structure. The project conveys an open and progressive attitude that makes diverse utilization possible. The Museum design approach is rooted in rationality and sustainability. The plan geometry is deceptively simple, the characteristic angled shapes are limited to the roof and the external wall, making the circulation and internal organisation clear and flexible. The public areas are clearly separated from the administration wing, which is located on both the ground and first floor. Exhibition rooms, the auditorium and the library are all placed on the ground floor to increase flexibility and user experience. The transparency of the reception room permits supporting internal and external activities. Large sliding doors separate the permanent and temporary exhibition areas, giving the curators the ability to combine or separate the spaces. The archives and workshops are located on the basement level, with the vertical circulation of large items facilitated by a large goods lift.Pine is the primary building material of the museum. Exterior walls and roof are made of solid timber in combination of steel beam when required. The terrain entailed the use of concrete, however its use was reduce to the foundations. Exterior walls and ceilings covered with maintenance-pine relief tempered with bio-based oil.Different openings filter the daylight in such way that the internal space are enriched by gradations and translucency nuances. However, the main exhibition rooms are black boxes, giving the curators total control of artificial lightening in these areas. All the glazing units have high-energy performance glass, in some locations with silk printed colours and patterns. The impact on the Nordic society:The Romsdal Folk Museum is a great example of strategic use of low-tech building solutions. It embodies the national policy in Norway to aim for a more sustainable future. The museum is built using Norwegian timber technology and acts as a hub for

品牌国际化外文翻译文献

品牌国际化外文翻译文献(文档含英文原文和中文翻译)

企业品牌战略研究 在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。企业需要综合运用多种竞争手段提高品意，搞好品牌定位，塑造良好品牌形象。 一、日系品牌全线崩溃 2006年11月22日上午，NEC宣布将推出2G及2.5G手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家日本手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市场的争夺。 如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中国的繁荣已经渐行渐远。 对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一是企业制度呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市场;二是市场营销能力弱，产品规划能力不强，很难根椐自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要;三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。 日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取教训？ 二、我国企业实施品牌战略的现状分析处 第一，众多昔日名牌“昙花一现”，中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展起来的极为有限。这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。 第二，品牌战略已日渐引起国内企业重视，获得政府的扶持。自上世纪80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营无从无到有。

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:

(完整版)哈佛分析框架外文文献及翻译

经营分析与估值 克雷沙·G.帕利普保罗·M.希利 摘自书籍“Business Analysis and Valuation”第五版第一章节 1.简介 本章的目的是勾勒出一个全面的财务报表分析框架。因为财务报表提供给公共企业经济活动最广泛使用的数据，投资者和其他利益相关者依靠财务报告评估计划企业和管理绩效率。 各种各样的问题可以通过财务状况及经营分析解决，如下面的示例所示： 一位证券分析师可能会对问：“我的公司有多好？这家公司是否符合我的期望？如果没有，为什么不呢？鉴于我对公司当前和未来业绩的评估，该公司的股票价值是多少？” 一位信贷员可能需要问：“这家公司贷款给这家公司有什么贷款？公司管理其流动性如何？公司的经营风险是什么？公司的融资和股利政策所产生的附加风险是什么？“ 一位管理顾问可能会问：“公司经营的行业结构是什么？该策略通过在工业各个企业追求的是什么？不同企业在行业中的相对表现是什么？” 公司经理可能会问：“我的公司是正确的估值的投资者吗？是我们在通信程序中有足够的投资者来促进这一过程？” 财务报表分析是一项有价值的活动，当管理者在一个公司的战略和各种体制因素完成后，他们不可能完全披露这些信息。在这一设置中，外部分析师试图通过分析财务报表数据来创建“中端信息”，从而获得有价值的关于该公司目前业绩和未来前景的展望。 了解财务报表分析所做的贡献，这是很重要的理解在资本市场的运作，财务报告的作用，形成财务报表制度的力量。因此，我们首先简要说明这些力量，然后我们讨论的步骤，分析师必须执行，以提取信息的财务报表，并提供有价值的预测。 2.从经营活动到财务报表 企业管理者负责从公司的环境中获取物理和财务资源，并利用它们为公司的投资者创造价值。当公司在资本成本的超额投资时，就创造了价值。管理者制定经营战略，实现这一目标，并通过业务活动实施。企业的经营活动受其经济环境和经营战略的影响。经济环境包括企业的产业、投入和产出的市场，以及公司经营的规章制度。公司的业务战略决定企业如何定位自己的环境中获得竞争优势。 2.1会计制度特点1：权责发生制会计 企业财务报告的基本特征之一是权责发生制，它们是以权责发生制而不是现金会计制备的。不像现金会计，权责发生制会计与经济交流活动和实际收付现金相关的成本和效益的记录之间的区别。净收益是应计制会计下的主要周期性业绩指标。计算净收入，生态影响的经济交易记录的基础上的预期，并不一定是

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