品牌战略外文翻译

附录一

During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization, sometimes are in deep love with completely localization. Neither of them is right. The authors take the case of Global brand strategy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of sixty global companies operating in Chinese market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a series of problems of operation of global brand strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs.

The concept of geographical brand from the angle of marketing, and points out the real reason why there is no more than 10% sale of market enterprise brands are produced by inducing the mutual model of geographical brand through demonstrative research and make up the shortage of the research on influencing factors of the assimilation of enterprise brands under the situation of mutual geographical brand. By applying demonstrative research, it shows: the extent of the legislative object which is under the protection of national appellations of origin is too wide, and the creation of technology and the development of technology will be restricted; the naming of products should avoid the appellations of origin as much as possible; if the restriction of mutual geographical brand should not be broke through, the enterprise strategy to achieve the strong brand is dangerous.

On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. According to the regional socioeconomic situation, the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situations. Results in this paper promote the comprehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market.

By the means of Transaction Cost Analysis, the article explains how an enterprise decides appropriate marketing channel governance forms during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of asset specificity, environmental uncertainty and transaction

frequency. During the different stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterprise shall adopt.

This article uses the multi-method to study the phase of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the resul t of the impulse buying influenced the consumer’s buying impulsiveness and normative evaluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of it.Through introducing the mood self-regulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the course at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided.

Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only those brands in consideration set can be bought ultimately by consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influence of product-harm crisis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai.

Customers are likely to view the services as a bundle of attributes, which may differ in their contribution from the service evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’ satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional service. (2) medical quality is the most important aspect. The second is understanding and communication. The other three attributes are not so import.

Building a model of customer decision-making behaviour to the international education industry for understanding the characteristics of this kind of decision-making behaviour. The results indict that the model as cultural value—motivation—intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abroad. Under the current competition environment, building good relationship with high value customers is an important way for enterprises to gain competitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customer’s total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the k-means clustering method is used to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.

This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterprise's innovation ability and brand competitiveness.

Based on the theories of marketing channel behaviors and relationship marketing, by testing hypotheses, this paper explores the impact of relationship marketing orientation on a firm’s marketing channel behaviors. It found that, firstly, relationship marketing orientation has a positive effect on a firm’s exercises of noncoercive power, and has a negative moderate effect on the positive relationship between firm’s power and its exercises of coercive power. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. And finally, a firm’s exercises of coercive power are positively related to the firm’s adoption of joint-planning approach, and the firm’s exercises of noncoercive power are negatively related to the firm’s adoption of joint-planning approach and positively related to the firm’s adoption of joint-problem-resolution approach.

In this paper, the model of Revelation Principle in Game Theory is used into Market Segmentation. In the initial transaction, the monopolistic firm offers a menu of Marketing Strategies Portfolio designed according to the distribution o f customers’

utility in order to differentiate customers based on their selected marketing strategy. In a long-term firm- customers relationship, the firm implements Market Segmentation through the information gained in the initial transaction, and get the added value by customization in product development or individualistic service. We investigated the Market Segmentation implemented through matching of product and pricing strategy and its properties, and proved similar result resulted from combination of product, pricing and promotion strategy.

From: Philip kotler（2004）. Megamarketing.Various Views’ World.Harvard.Business Review.

附录二

在贯彻全球品牌战略的过程中，各跨国公司经常会在标准化与本土化之间处于模棱两可、进退两难的境地，有时可能陷入脱离东道国市场的盲目标准化的思路，有时又可能实行完全本土化的思路。这两种方式都不恰当。本文剖析了摩托罗拉中国电子有限公司的全球品牌战略案例，并对进入中国市场的60家跨国公司的品牌战略进行了实证分析，针对跨国经营全球品牌的形成条件、战略优势、经营模式、管理体系及跨国公司执行全球品牌战略时所遇到的一系列问题，辩证地阐述并创立了跨国公司“全球标准品牌战略与本土化运作管理模式。

从营销学角度提出的地理品牌的概念，通过实证研究归纳出地理品牌的共享模式，指出了在共享地理品牌情形下无法产生市场份额超过10%企业品牌的真正原因，弥补了地理品牌共享情形下企业品牌趋同的影响因素研究的不足。通过实证研究发现：我国的原产地名称保护的立法对象涵盖的范围过大，长期来看制约技术创新和技术发展；企业的产品命名应尽量避免使用原产地域名称；不能突破地理品牌共享的约束，企业成就强势品牌的战略是一种十分危险的行动。

通过宏观和微观两个视角，在实证的基础上研究中国不同区域市场中驱动消费者品牌忠诚的主导因素差异。首先根据区域社会经济发展水平将中国市场细分为时尚之都、成熟区、新兴区和老少边穷区，然后研究不同区域消费者品牌忠诚成因的差异。研究结果显示，消费者品牌忠诚的主导品牌感知价值存在区域差距。现代化水平较高的区域，象征性和体验性价值对品牌忠诚的形成起重要作用；现代化水平低的区域，功能性价值对品牌忠诚的形成起主导作用。同时发现，不同品牌感知价值对品牌忠诚的贡献存在品类差异。本文的研究结论便于深入理解中

国这个新兴大市场多样性的消费行为，对企业选择目标市场，制定差异化品牌营销战略具有重要借鉴意义。

交易成本分析（TCA）方法，探讨了在产业生命周期变动条件下，企业营销渠道治理形式的判断与选择规则，并指出了其主要的决定因素是资产专用性程度、环境不确定性和交易频率。在产业生命周期各个不同的阶段，这三大因素共同影响着渠道生产效率和渠道治理效率水平，从而最终决定企业应当选择的合适的渠道治理形式。

文采用情景投射加普通问卷的多样化研究方法探讨了冲动性购买的后果所带来的影响。结果表明，当上次的冲动性购买行为带来的负面后果达到一定程度时，下一次的购买冲动性和认知评价都会受到较大的影响。同时，男女消费者以及具有不同购买冲动特质的消费者在这种影响上，表现出了较大的差异性。冲动性购买是一种普遍的购买行为类型，其影响因素众多。虽然研究人员注意到了心情对冲动性购买的影响，但却没有深入地研究其影响的具体过程。文章通过引入心情调控动机和店内浏览两个变量，阐述了消极心情影响冲动性购买的机制，同时考虑了可能该影响过程中的因素，并通过实证研究证实了上述结论。最后，总结了本文的研究结果在学术和应用方面的启示，并提出未来的研究方向。

考虑集(Consideration Set)是消费者在购买决策中会积极考虑和评估的品牌，只有考虑集中的品牌才有可能最终被消费者购买。在西方学者的消费者行为研究中，考虑集是一个重要概念，相关的研究已有约四十年的历史，而国内学者对这一领域的研究较为缺乏。本研究在上海通过现场实验法（Field Experimentation）获得消费者考虑集的相关信息，来检验企业营销中的产品伤害危机（Product- harm Crisis）事件及其处理过程对消费者考虑集的影响。

顾客倾向于将服务看成为一系列的属性，而这些属性在顾客对于服务的评价和选择上有着不同的贡献和影响。为了深入了解医院住院部的服务属性对于病人顾客满意感的影响研究，本研究通过实证研究的方法，得出以下结论：（1）影响住院病人满意感的属性包括五大类，即医疗质量、医务人员的理解与沟通、环境和设施、等待时间以及辅助服务；（2）医疗质量是对住院病人满意感最大的影响因素，其次为医务人员的理解与沟通，环境和设施、等待时间以及辅助服务的影响较弱。

建立国际型教育产业的客户决策行为范式，目的是认识该产业目标客户群的决策特征。实证研究发现，“文化价值观——动机——行为倾向”范式是认识客户决策特征的有效途径，心理、资金等障碍因素影响动机与行为倾向间的关联强度。

在当前的竞争环境下，与高价值客户建立良好稳定的关系，已经成为企业获

得竞争优势的必然选择。通过运用基于客户价值的客户聚类及客户特征分析方法，该方法的基本步骤是：（1）首先，通过对交易记录的查询和对交易成本的分析，获取每个客户为企业贡献的总利润，并将其作为衡量客户价值的指标；（2）根据客户价值的不同，采用k-均值聚类方法对客户群进行划分，不同的客户划分对应不同的客户价值；（3）利用决策树归纳方法，构造能够反映不同价值客户特征的决策树，为管理者制定客户发展战略提供依据。

企业创新能力是企业内在的潜在能力，品牌竞争力是企业产品占领市场的能力，它们是分别发生于企业的内部及外部的活动，但以企业本身为纽带相互联系、相互作用。企业可以不考虑自身现有的创新能力，而取得品牌市场竞争力持续发展吗？在没有一定的品牌市场竞争力支撑下，企业还有进一步实现创新活动的资本吗？企业创新力与品牌竞争力之间究竟存在什么样的相互联系，以及它们之间的相互联系是如何作用的，这些将是值得研究的主题。

基于营销渠道行为理论和关系营销理论，通过假设检验，探讨了在中国的营销渠道中关系营销导向对企业营销渠道行为的影响。研究结果显示，第一，关系营销导向对企业使用非强制性权力有正向的影响，对企业权力与企业使用强制性权力之间的正相关关系有负向的调节作用；第二，关系营销导向对企业与其渠道伙伴共同解决问题有直接且正向的影响；第三，企业使用强制性权力与它和渠道伙伴共同制定计划之间有正相关关系，与它和渠道伙伴共同解决问题之间无显著的相关关系；企业使用非强制性权力与它和渠道伙伴共同制定计划之间有负相关关系，与它和渠道伙伴共同解决问题之间有正相关关系。

将信息显示原理的模型运用于市场细分，探讨垄断企业在初次交易中如何根据客户的效用分布设计可供客户选择的营销组合策略，并根据客户消费行为的自我选择推断客户的信息类型。根据推断的信息可以在长期客户关系中实现市场细分，通过“定制”产品和个性化服务实现社会福利的增加。证明了产品、价格策略匹配所实现的市场细分及其性质；并说明产品、价格、促销策略组合可达到类似的效果。

摘自：菲利普?科特勒（2004）MEG市场营销, 多元观点的世界。

独特的品牌战略【外文翻译】

外文翻译 原文 Strategies for distinctive brands Material Source: Journal of Brand Management Author:Judith Lynne Zaichkowsky ABSTRACT Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known brand name, logo, font type, symbols, colour, shape, as well as unique product and benefit descriptions. These different elements can contribute to distinct consumer perceptions of various brands in the marketplace and help to differentiate brands from competitors. Brand managers need to start with a vision of what they want their brand to represent and then use the appropriate identity elements to build the brand. Some brand identity components may be influential to choice at the subconscious level of consumers, and therefore the understanding of individual psychological processes of perception and social meaning is required by brand managers. Keywords: brand equity ; brand identity ; logos ; brand names ; packaging INTRODUCTION Much literature in the area of branding has focused on brand equity and its importance to strong brands. Although everyone agrees that understanding and creating brand equity is essential for marketing, very little academic attention is paid to understanding the importance of brand identity and its relation to brand equity and brand management. Brand identity is the visual picture and meaning derived from the visual impact of the brand. For the consumer to identify brands with their respective manufacturers, the brands must be sold with distinctive features supplied by that particular manufacturer. Strong and unique links to one source is what complements and protects brands from being interchangeable in the marketplace. Brand differentiation, or identity, may be achieved through a well-known brand name, logo, typeface, symbol, colour, shape, distinctive design of the package or product, as well as product benefit descriptions known as unique selling points

ASP外文翻译原文

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管理信息系统外文翻译

管理信息系统外文翻译-标准化文件发布号：（9456-EUATWK-MWUB-WUNN-INNUL-DDQTY-KII

英文文献翻译 二〇年月日

科技文章摘译 Definition of a Management Information System There is no consensus of the definition of the term "management information system". Some writers prefer alternative terminology such as "information processing system", "information and decision system", "organizational information system", or simply "information system" to refer to the computer-based information processing system which supports the operations, management, and decision-making functions of an organization. This text uses “MIS” because it is descriptive and generally understood; it also frequently uses “information system” instead of “MIS” to refer to an organizational information system. A definition of a management information system, as the term is generally understood, is an integrated, user-machine system for providing information to support operations, management, and decision-making functions in an organization. The system utilizes computer hardware and software; manual procedures; models for analysis planning, control and decision making; and a database. The fact that it is an integrated system does not mean that it is a single, monolithic structure; rather, it means that the parts fit into an overall design. The elements of the definition are highlighted below. 1 Computer-based user-machine system Conceptually, management information can exist without computer, but it is the power of the computer which makes MIS feasible. The question is not whether computers should be used in management information system, but the extent to which information use should be computerized. The concept of a user-machine system implies that some tasks are best performed by humans, while others are best done by machine. The user of an MIS is any person responsible for entering input data, instructing the system, or utilizing the information output of the system. For many problems, the user and the computer form a combined system with results obtained through a set of interactions between the computer and the user. User-machine interaction is facilitated by operation in which the user’s input-output device (usually a visual display terminal) is connected to the computer. The computer can be a personal computer serving only one user or a large computer that

房地产信息管理系统的设计与实现 外文翻译

本科毕业设计(论文)外文翻译 译文： ASP ASP介绍 你是否对静态HTML网页感到厌倦呢？你是否想要创建动态网页呢？你是否想 要你的网页能够数据库存储呢？如果你回答：“是”，ASP可能会帮你解决。在2002年5月，微软预计世界上的ASP开发者将超过80万。你可能会有一个疑问什么是ASP。不用着急，等你读完这些，你讲会知道ASP是什么，ASP如何工作以及它能为我们做 什么。你准备好了吗？让我们一起去了解ASP。 什么是ASP? ASP为动态服务器网页。微软在1996年12月推出动态服务器网页,版本是3.0。微软公司的正式定义为:“动态服务器网页是一个开放的、编辑自由的应用环境,你可以将HTML、脚本、可重用的元件来创建动态的以及强大的网络基础业务方案。动态服务器网页服务器端脚本,IIS能够以支持Jscript和VBScript。”(2)。换句话说,ASP是微软技术开发的,能使您可以通过脚本如VBScript Jscript的帮助创建动态网站。微软的网站服务器都支持ASP技术并且是免费的。如果你有Window NT4.0服务器安装,你可以下载IIS（互联网信息服务器）3.0或4.0。如果你正在使用的Windows2000,IIS 5.0是它的一个免费的组件。如果你是Windows95/98,你可以下载(个人网络服务器(PWS),这是比IIS小的一个版本，可以从Windows95/98CD中安装，你也可以从微软的网站上免费下载这些产品。 好了，您已经学会了什么是ASP技术，接下来，您将学习ASP文件。它和HTML文 件相同吗？让我们开始研究它吧。 什么是ASP文件？ 一个ASP文件和一个HTML文件非常相似，它包含文本，HTML标签以及脚本，这些都在服务器中，广泛用在ASP网页上的脚本语言有2种，分别是VBScript和Jscript，VBScript与Visual Basic非常相似，而Jscript是微软JavaScript的版本。尽管如此，VBScript是ASP默认的脚本语言。另外，这两种脚本语言，只要你安装了ActiveX脚本引擎，你可以使用任意一个，例如PerlScript。 HTML文件和ASP文件的不同点是ASP文件有“.Asp”扩展名。此外，HTML标签和ASP代码的脚本分隔符也不同。一个脚本分隔符,标志着一个单位的开始和结束。HTML标签以小于号(<)开始(>)结束，而ASP以<%开始，%>结束，两者之间是服务端脚本。

毕业设计外文翻译附原文

外文翻译 专业机械设计制造及其自动化学生姓名刘链柱 班级机制111 学号1110101102 指导教师葛友华

外文资料名称： Design and performance evaluation of vacuum cleaners using cyclone technology 外文资料出处：Korean J. Chem. Eng., 23(6), (用外文写) 925-930 (2006) 附件： 1.外文资料翻译译文 2.外文原文

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毕业设计外文翻译原文.

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工程造价外文翻译(有出处)

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工具，使施工经理有效处理一个项目，以实现其在前期建设和在施工阶段的目标。在施工阶段,一个常见的问题要求各方参与一个项目，尤其是一个所有者,最终项目的预算到底是多少?或什么时候该项目能被完成？ 在跟踪和控制一个建设项目时，预测项目的性能是非常必要的。目前已经提出了几种方法,如基于挣值技术、模糊逻辑、社会判断理论和神经网络。将挣值法视为一个确定的方法，其一般假设，无论是性能效率可达至报告日期保持不变，或整个项目其余部分将计划超出申报日期（克里斯坦森，1992；弗莱明和坎普曼，2000 ；阿萨班尼，1999；维卡尔等人，2000）。然而，挣值法的基本概念在研究确定潜在的进度延误、成本和进度的差异成本超支的地区。吉布利（1985）利用平均每个成本帐户执行工作的实际成本，也称作单位收入的成本，其标准差来预测项目完工成本。各成本帐户每月的进度是一个平均平稳过程标准偏差，显示预测模型的可靠性，然而，接受的单位成本收益在每个报告期在变化。埃尔丁和休斯（1992）和阿萨班尼（1999）利用分解组成成本的结构来提高预测精度。迪克曼和Al-Tabtabai（1992）基于社会判断理论提出了一个方法，该方法在预测未来的基础上的一组线索，源于人的判断而不是从纯粹的数学算法。有经验的项目经理要求基于社会判断理论方法的使用得到满意的结果。Moselhi等人（2006）应用“模糊逻辑”来预测潜在的成本超支和对建设工程项目的进度延迟。该方法的结果在评估特定时间状态的项目和评价该项目的利润效率有作用。这有助于工程人员所完成的项目时间限制和监控项目预算。Kaastra和博伊德（1996）开发的“人工神经网络”,此网络作为一种有效的预测工具，可以利用过去“模式识别”工作和显示各种影响因素的关系，然后预测未来的发展趋势。罗威等人（2006）开发的成本回归模型能在项目的早期阶段估计建筑成本。总共有41个潜在的独立变量被确定，但只有四个变量：总建筑面积，持续时间，机械设备，和打桩，是线性成本的关键驱动因素，因为它们出现在所有的模型中。模型提出了进一步的洞察了施工成本和预测变量的各种关系。从模型得到的估计结果可以提供早期阶段的造价咨询（威廉姆斯（2003））——最终竞标利用回归模型预测的建设项目成本。 人工神经网络已被广泛用在不同的施工功能中，如估价、计划和产能预测。神经网络建设是Moselhi等人（1991）指出，由Hegazy（1998）开发了一个模型，该模型考虑了项目的外在特征，估计加拿大的公路建设成本： ·项目类型 ·项目范围

品牌营销战略参考文献和英文文献翻译

品牌营销战略参考文献和英文文献翻译 目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4) 2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4) 3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6) 3.3 遵循品牌设计规律注重品牌形

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204/JOURNAL OF BRIDGE ENGINEERING/AUGUST1999

JOURNAL OF BRIDGE ENGINEERING /AUGUST 1999/205 ends.The stress state in each cylindrical strip was determined from the total potential energy of a nonlinear arch model using the Rayleigh-Ritz method. It was emphasized that the membrane stresses in the com-pression region of the curved models were less than those predicted by linear theory and that there was an accompanying increase in ?ange resultant force.The maximum web bending stress was shown to occur at 0.20h from the compression ?ange for the simple support stiffness condition and 0.24h for the ?xed condition,where h is the height of the analytical panel.It was noted that 0.20h would be the optimum position for longitudinal stiffeners in curved girders,which is the same as for straight girders based on stability requirements.From the ?xed condition cases it was determined that there was no signi?cant change in the membrane stresses (from free to ?xed)but that there was a signi?cant effect on the web bend-ing stresses.Numerical results were generated for the reduc-tion in effective moment required to produce initial yield in the ?anges based on curvature and web slenderness for a panel aspect ratio of 1.0and a web-to-?ange area ratio of 2.0.From the results,a maximum reduction of about 13%was noted for a /R =0.167and about 8%for a /R =0.10(h /t w =150),both of which would correspond to extreme curvature,where a is the length of the analytical panel (modeling the distance be-tween transverse stiffeners)and R is the radius of curvature.To apply the parametric results to developing design criteria for practical curved girders,the de?ections and web bending stresses that would occur for girders with a curvature corre-sponding to the initial imperfection out-of-?atness limit of D /120was used.It was noted that,for a panel with an aspect ratio of 1.0,this would correspond to a curvature of a /R =0.067.The values of moment reduction using this approach were compared with those presented by Basler (Basler and Thurlimann 1961;Vincent 1969).Numerical results based on this limit were generated,and the following web-slenderness requirement was derived: 2 D 36,500a a =1?8.6?34 (1) ? ??? t R R F w ?y where D =unsupported distance between ?anges;and F y =yield stress in psi. An extension of this work was published a year later,when Culver et al.(1973)checked the accuracy of the isolated elas-tically supported cylindrical strips by treating the panel as a unit two-way shell rather than as individual strips.The ?ange/web boundaries were modeled as ?xed,and the boundaries at the transverse stiffeners were modeled as ?xed and simple.Longitudinal stiffeners were modeled with moments of inertias as multiples of the AASHO (Standard 1969)values for straight https://www.wendangku.net/doc/814999086.html,ing analytical results obtained for the slenderness required to limit the plate bending stresses in the curved panel to those of a ?at panel with the maximum allowed out-of-?atness (a /R =0.067)and with D /t w =330,the following equa-tion was developed for curved plate girder web slenderness with one longitudinal stiffener: D 46,000a a =1?2.9 ?2.2 (2) ? ? ? t R f R w ?b where the calculated bending stress,f b ,is in psi.It was further concluded that if longitudinal stiffeners are located in both the tension and compression regions,the reduction in D /t w will not be required.For the case of two stiffeners,web bending in both regions is reduced and the web slenderness could be de-signed as a straight girder panel.Eq.(1)is currently used in the ‘‘Load Factor Design’’portion of the Guide Speci?cations ,and (2)is used in the ‘‘Allowable Stress Design’’portion for girders stiffened with one longitudinal stiffener.This work was continued by Mariani et al.(1973),where the optimum trans-verse stiffener rigidity was determined analytically. During almost the same time,Abdel-Sayed (1973)studied the prebuckling and elastic buckling behavior of curved web panels and proposed approximate conservative equations for estimating the critical load under pure normal loading (stress),pure shear,and combined normal and shear loading.The linear theory of shells was used.The panel was simply supported along all four edges with no torsional rigidity of the ?anges provided.The transverse stiffeners were therefore assumed to be rigid in their directions (no strains could be developed along the edges of the panels).The Galerkin method was used to solve the governing differential equations,and minimum eigenvalues of the critical load were calculated and presented for a wide range of loading conditions (bedding,shear,and combined),aspect ratios,and curvatures.For all cases,it was demonstrated that the critical load is higher for curved panels over the comparable ?at panel and increases with an increase in curvature. In 1980,Daniels et al.summarized the Lehigh University ?ve-year experimental research program on the fatigue behav-ior of horizontally curved bridges and concluded that the slen-derness limits suggested by Culver were too severe.Equations for ‘‘Load Factor Design’’and for ‘‘Allowable Stress Design’’were developed (respectively)as D 36,500a =1?4?192(3)? ?t R F w ?y D 23,000a =1?4 ?170 (4) ? ? t R f w ?b The latter equation is currently used in the ‘‘Allowable Stress Design’’portion of the Guide Speci?cations for girders not stiffened longitudinally. Numerous analytical and experimental works on the subject have also been published by Japanese researchers since the end of the CURT project.Mikami and colleagues presented work in Japanese journals (Mikami et al.1980;Mikami and Furunishi 1981)and later in the ASCE Journal of Engineering Mechanics (Mikami and Furunishi 1984)on the nonlinear be-havior of cylindrical web panels under bending and combined bending and shear.They analyzed the cylindrical panels based on Washizu’s (1975)nonlinear theory of shells.The governing nonlinear differential equations were solved numerically by the ?nite-difference method.Simple support boundary condi-tions were assumed along the curved boundaries (top and bot-tom at the ?ange locations)and both simple and ?xed support conditions were used at the straight (vertical)boundaries.The large displacement behavior was demonstrated by Mi-kami and Furunishi for a range of geometric properties.Nu-merical values of the load,de?ection,membrane stress,bend-ing stress,and torsional stress were obtained,but no equations for design use were presented.Signi?cant conclusions include that:(1)the compressive membrane stress in the circumfer-ential direction decreases with an increase in curvature;(2)the panel under combined bending and shear exhibits a lower level of the circumferential membrane stress as compared with the panel under pure bending,and as a result,the bending moment carried by the web panel is reduced;and (3)the plate bending stress under combined bending and shear is larger than that under pure bending.No formulations or recommendations for direct design use were made. Kuranishi and Hiwatashi (1981,1983)used the ?nite-ele-ment method to demonstrate the elastic ?nite displacement be-havior of curved I-girder webs under bending using models with and without ?ange rigidities.Rotation was not allowed (?xed condition)about the vertical axis at the ends of the panel (transverse stiffener locations).Again,the nonlinear distribu-