李文基 英文翻译

Sports marketing tool innovation strategy are analyzed

------With 361degrees for example

XiongZhiBin ChenXinPing xinyu college 338004 [article extraction]

Sports marketing investment risk is high, dependent on consumption The professional knowledge and subjective intention. At present, China body Yukon marketing existence of scarce resources, lack of information value, Professionals scarcity and painstakingly sports sponsorship Problems. Taking 361 degrees brands, for instance, in sports Marketing tool innovation strategies discussed analysis.

[key words]

Sports marketing, 361 degree; innovation

A, sports marketing characteristics

Sports products and other commodities have quite a lot of special Sex. Therefore, sports marketing and traditional marketing compared words Although some common in many ways, but there is also considerable difference. So, in sports marketing, we must exam Careless to sports product particularity. Already so, can prevent the cause For the purpose of adopting the traditional marketing mode caused problem, also can filling The particularity of the use of sports products points for marketing innovation.

1, investment higher risk of sports products

Sports product range includes tangible products, Such as sports apparel, footwear and equipment, but more sports Product is the service product way exist, like sports The broadcast of the game, fitness guidance and advertisers to increase Visibility and provide sponsorship, etc. Sports service product contrast One of the distinctive sports

tangible product defects is product quality is Difficult to control. Sports product many pins produce namely is namely. Let me Were by live sports events as an example, the game of the organization People, broadcast winner, sports products in the sponsors Before the game without method accurate judgement of the game product quality, And after the match began have no way to stop, making it properly Yukon products further increases the risk of investment.

2, the marketing effect depends on consumers' professional knowledge and subjective intend

Most consumers for the average consumer goods may No experience, but sports product consumers have sports Experience. For most sports products, customers are designed Industry knowledge and own understanding, it is represented in Buy sports products with strong subjective color. Because of this, a sports competition even brilliant also Cannot make all the consumer satisfaction. Considering the An important factor, and wise investors in to this kind of sports products For development or investment of time, usually choose not Very inoffensiveness but his national sports competition level is relatively High competition for investment. Such as strongly sponsored the Chinese women's nest The team's Visa group (Visa) is following this way of aikido Make and acquired a great success.

Second, the current our country sports marketing existence question

Chinese enterprises in promoting sports marketing, basically have The following questions:

1, sports marketing resources are scarce

Sports and other resources have market both don't With: the first, with abundant CCTV advertising resources phase Ratio, sports marketing can use the resources are very scarce. to So far, the 2010 World Cup to be able to use the billboard early All is a

FIFA sold out, sales price accumulative total have 70 million dollars on the high. Secondly, sports marketing resources are 、A unique and exclusive characteristics. Most Chinese enterprise without Method of usable sports marketing resources for appropriate choice.

2, sports marketing information enough attention

Some sports product enterprises of major sports events Sports marketing information is not enough attention, thus missed Good marketing opportunity. For example, on the eve of the World Cup Some valuable marketing information is enterprise neglected. "Soil Wheel cup "no advertisement competition and Chinese national football Teams of three games in a World Cup warm-up also go unattended. These" Due to the central TV sports channel broadcast, actual ratings

And the World Cup temperament, but no enterprise aiming at these games Things advertising marketing.

3, sports marketing professional talent shortage

Sports marketing in China still belongs to emerging professional brought The domain. On the onehand, sports marketing professional cultivation cannot be full Foot the need of the enterprise; On the other hand, some of the sports marketing Elite talents into the Nike, adidas and other foreign well-known Enterprise. Investigate its reason, foreign sports product enterprises is long Far investment judgment do sports marketing, and this is our country enterprise

Lacking.

4, painstakingly sports sponsorship

Some of our sports product enterprises in sports sponsorship Understanding unclear,

pursue intentionally sponsored events of the hierarchy, scale. For example, the 2008 Olympic Games is a rare sports marketing shing Feast, many small and medium-sized enterprises will try to strive for the Olympic Games Accounted for position. In fact, the Olympic Games is one of many sports Events of a type, and sponsoring sporting events also just One method of sports marketing. In order to achieve the most extensive camp Pin, enterprise should according to their own strength selecting the appropriate marketing square Law, marketing depth and width extends to the crowd.

Three, sports marketing tool innovation - With 361degrees for example

1, integrated marketing resources, subdivision market positioning

The point is that it's sports marketing, integrated sports camp Marketing resources, utilize sports communication platform, based on integrated enterprises Industry internal resources and mobilize sports, publicity, market kone Cooperation of the influence of the overall market formation, achieve brand price Value and product sales double upgrade. To achieve this goal, The company must make strategic integration synergy and promotion promotion Activities of mutual combination, as resources marginal effects play Main means.

2, using network strength and improve communication effect

In today's world has en tered into the Internet era, network Has become the sports product enterprises competitive business must struggle the array Land. Although this view has been most enterprises Identity, but because the network propaganda of operation is late, and network Technology have been developing rapidly, the network of publicity power remains Further elaboration. 361 degrees with its sharp market consciousness, in 2006 joint tengxun wading network marketing, achieved Good spreading effect. 361 degrees and tengxun to work with Type basically has: sports news channel, client and operated Website advertising, QQ game interaction and offline event Select etc. In various forms of cooperation with tencent, 361 Degree of corporate image, brand got comprehensively enhance the well-known Degree is

greatly increased.

3 and carrying out the precise marketing, creating core value

In an increasingly competitive business society, the enterprise All kinds of marketing centered on consumers. In order to achieve Good communication effect, enterprises in making marketing solutions, fine Heart studies consumer habits, interest and consumption Level for accurate marketing. The end of 2006, 361 degrees in Beijing, Shanghai, guangzhou and other 11 cities conducted "361 Degrees nathreth quinceanera "activity. The sponsor direction in the green nathreth quinceanera Young issued a special gift congratulate them become a into In people, and send out "do something good things to copy nathreth quinceanera" Initiative. Teenagers are the main consumption 361 degrees products Group. Through holding this activity, realize the young people Group of precise marketing. This a series of activities with city rivals adolescents The communication between build up a platform, further shorten the 361 degrees And the distance between the young people, let 361 degrees truly become green Teenager's good friend, "to do his own" enterprise core Values thorough popular feeling. In addition, "361 degrees nathreth quinceanera" live Move on the network cause the adolescents' hot debate and attention, enterprises Industry brand spread more extensively.

Anyhow, sports marketing does not exist stodgy Fixed mode weapons. It is a systematic project, is a strategic Height of enterprise behavior. Any indiscreet attack and simple Strategy, lack of innovation and connotations of the behaviors are difficult to obtain beforehand Period of sports marketing goal, any misunderstandings kaplan may make enterprises Industry commercial act as pyrrhic victory "burn money sport". or Xu,361 degrees brings us more, but not case Is a kind of creative thinking. Our vast sports product enterprises Should learn this innovative thinking, the constant development and expansion of sports Industry.

体育营销手段创新策略简析

—以３６１度为例熊智斌陈新平新余学院３３８００４

【文章摘要】

体育营销投资风险高，依赖于消费者专业知识与主观意愿。目前，中国体育营销存在资源稀缺、缺乏对信息重视专业人才匮乏以及刻意追求体育赞助等问题。本文以３６１度品牌为例，对体育营销手段的创新策略进行了探讨分析。【关键词】体育营销；３６１度；创新

一、体育营销的特征

体育产品与其他商品比较有很多的特殊性。因此，体育营销和传统营销相比较的话虽有些许多共性，但也存在着较大的差异。所以，在进行体育营销的时候我们一定要考虑到体育产品的特殊性。这样既能够防止因为采用传统营销模式造成的问题，也可以充分利用体育产品的特殊性来进行营销创新。

１、投资体育产品的风险高

体育产品的范围广泛，包括有形产品，如运动服装，鞋类和设备等，但更多的体育产品是以服务性产品的方式存在的，像体育比赛的转播权、健身指导和广告商为了增加知名度而提供的赞助等。体育服务产品对比体育有形产品的一个显著缺陷是产品质量较难控制。体育产品不少是即产即销的。让我们以现场直播的体育赛事为例，比赛的组织人、转播权的获得者、体育产品的赞助商在比赛前没有办法准确判断比赛的产品质量，而且比赛开始后没有办法停止，这就使得体育产品的投资风险进一步增加。

２、营销效果取决于消费者专业知识与主观意愿

大多数消费者对于一般的消费品可能经历。对于大多数体育产品，消费者有着专业的知识和自己的理解，这一点就表现为在购买体育产品的时候带有强烈的主观色彩。正因为这样，一个体育比赛即便精彩纷呈也不可能做到让所有的消

费者满意。考虑到这个重要因素，明智投资者在对这类体育产品进行开发或者投资的时候，通常会选择不是很惹人注意但国家队体育竞技的水平相对较高的比赛进行投资。如大力赞助中国女子垒球队的维萨集团（Ｖｉｓａ）就是沿着这个思路操作并获得了极大的成功。

二、当前我国体育营销存在的问题

中国企业在推行体育营销时，主要有以下几个问题

1、体育营销资源稀缺

体育与其他资源有市场有两方面的不同：第一，与丰富的中央电视台广告资源相比，体育营销可以使用的资源十分稀缺。到目前为止，２０１０年世界杯能够用的广告牌早就全被国际足联卖完了，销售价格累计有７０００多万美元之高。其次，体育营销资源是一种独特且排他的特点。大部分中国企业无法对可用的体育营销资源进行恰当的选择。

２、体育营销信息不够重视

有些体育用品企业对重大体育赛事的体育营销信息没有足够的重视，从而错过了良好的营销时机。例如，在世界杯前夕，有一些颇具价值营销信息被企业忽视了。“土轮杯”没有广告的竞争，而且中国国家足球队的三场世界杯热身赛也无人问津。这些赛事由中央电视台体育频道直播，实际收视率与世界杯不相上下，但没有企业针对这些赛事进行广告营销。

３、体育营销专业人才匮乏

体育营销在中国还属于新兴的专业领域。一方面，体育营销专业人才培养无法满足企业的需要；另一方面，一些体育营销的精英人才流向了耐克、阿迪达斯等国外知名企业。究其原因，国外体育用品企业是以长远投资眼光做体育营销，而这正是我国企业所欠缺的。

４、刻意追求体育赞助

我国有些体育用品企业对体育赞助的认识不清，刻意追求赞助赛事的层次、规模例如，２００８年奥运会是体育界难得的营销盛宴，许多中小企业都想

方设法争取在奥运会占得一席之地。实际上，奥运会是众多体育赛事中的一种类型，而赞助体育赛事也只是体育营销的方法之一。为了实现最广泛的营销，企业应根据自身实力选择适当的营销方法，将营销广度与深度延伸到群众当中去。三、体育营销手段创新—以３６１度为例

１、整合营销资源，细分市场定位

体育营销的关键点在于，整合体育营销资源，利用体育传播平台为依托，整合企业内部的资源并调动体育、宣传、市场通力合作，对市场形成整体的影响，达到品牌价值和产品销售双重升级。要达到这个目的，公司必须作出的战略一体化协同和促销推广活动的相互结合，作为资源边际效应发挥的主要手段。

２、借助网络力量，提高传播效果

当今世界已经步入了网络时代，网络已经成为了体育用品企业商业竞争必争阵地。虽然这一观点已经得到了大多数企业的认同，但由于网络宣传的运作较晚，而网络技术发展日新月异，网络的宣传力量还有待进一步发挥。３６１度以其敏锐的市场意识，于２００６年联合腾讯网涉水网络营销，取得了较好的传播的效果。３６１度与腾讯网的合作方式主要有：体育新闻频道冠名权、客户端与网站广告投放、ＱＱ游戏互动以及线下赛事精选等。在与腾讯的多种形式合作中，３６１度的企业形象得到了全面提升，品牌的知名度大大提高。

３、推行精确营销，打造核心价值

在竞争日益激烈的商业社会，企业所做

的各种营销都围绕消费者展开的。为了取得良好传播效果，企业在制定营销方案时，细心研究消费者的生活习惯、兴趣爱好、消费层次等进行精确营销。２００６年年底，３６１度在北京、上海、广州等１１个大中城市开展了“３６１度成年礼”活动。主办方向参加成年礼的青少年发出了特别的礼物祝贺他们成为一个成年人，并且发出“做件公益事，得份成年礼”的倡议。青少年是３６１度产品的主要消费人群。通过举办这个活动，实现了对青少年人群的精确营销。这一系活动为同城青少年之间的交流建立一个平台，进一步缩短了３６１度与年轻人之间的距离，让３６１度真正成为青少年的好朋友，“勇于做自己的”的企业核

心价值观深入人心。此外，“３６１度成年礼”活动在网络上引起了青少年的热议与关注，企业品牌得到更广泛的传播。

总之，体育营销并不存在因循守旧的固定模武。它是一个系统工程，是一种战略高度的企业行为。任何轻率的出击、简单的策略、缺乏创新与内涵的行为都很难取得预期目标，任何对体育营销的误解郜可能使企业商业行为成为得不偿失的“烧钱运动”。或许，３６１度所带给我们更多的不是案例，而是一种创新思维。我国广大的体育用品企业应该学习这种创新思维，不断发展壮大体育产业。

化学专业英语(修订版)翻译

01 THE ELEMENTS AND THE PERIODIC TABLE 01 元素和元素周期表 The number of protons in the nucleus of an atom is referred to as the atomic number, or proton number, Z. The number of electrons in an electrically neutral atom is also equal to the atomic number, Z. The total mass of an atom is determined very nearly by the total number of protons and neutrons in its nucleus. This total is called the mass number, A. The number of neutrons in an atom, the neutron number, is given by the quantity A-Z. 质子的数量在一个原子的核被称为原子序数,或质子数、周淑金、电子的数量在一个电中性原子也等于原子序数松山机场的总质量的原子做出很近的总数的质子和中子在它的核心。这个总数被称为大量胡逸舟、中子的数量在一个原子,中子数,给出了a - z的数量。 The term element refers to, a pure substance with atoms all of a single kind. T o the chemist the "kind" of atom is specified by its atomic number, since this is the property that determines its chemical behavior. At present all the atoms from Z = 1 to Z = 107 are known; there are 107 chemical elements. Each chemical element has been given a name and a distinctive symbol. For most elements the symbol is simply the abbreviated form of the English name consisting of one or two letters, for example: 这个术语是指元素,一个纯物质与原子组成一个单一的善良。在药房“客气”原子的原子数来确定它,因为它的性质是决定其化学行为。目前所有原子和Z = 1 a到Z = 107是知道的;有107种化学元素。每一种化学元素起了一个名字和独特的象征。对于大多数元素都仅仅是一个象征的英文名称缩写形式,一个或两个字母组成,例如: oxygen==O nitrogen == N neon==Ne magnesium == Mg

美国大学校名英文缩写

美国大学校名英文缩写 英文缩写英文全称中文全称 AAMU Alabama A&M 阿拉巴马农业机械大学ADELPHI Adelphi University 艾德菲大学AMERICAN American University 美国大学 ANDREWS Andrews University 安德鲁大学 ASU Arizona State University 亚利桑那州立大学AUBURN Auburn University 奥本大学 -B- BAYLOR Baylor University 贝勒大学 BC Boston College 波士顿学院 BGSU Bowling Green State University 博林格林州立大学BIOLA Biola University 拜欧拉大学BRANDEIS Brandeis University 布兰迪斯大学BROWN Brown University 布朗大学 BSU Ball State University 波尔州立大学 BU* Boston University 波士顿大学 BU SUNY Binghamton 纽约州立大学宾厄姆顿分校BYU Brigham Young Univ. Provo 百翰大学 *BU通常意义上指Boston University -C- CALTECH California Institute of Technology 加州理工大学 CAU Clark Atlanta University 克拉克亚特兰大大学 CLARKSON Clarkson University 克拉逊大学CLARKU Clark University 克拉克大学CLEMSON Clemson University 克莱姆森大学 CMU* Carnegie Mellon University 卡耐基梅隆大学CMU Central Michigan University 中央密歇根大学COLUMBIA Columbia University 哥伦比亚大学CORNELL Cornell University 康奈尔大学CSU* Colorado State 科罗拉多州立大学 CSU Cleveland State University 克里夫立大学CU* University of Colorado Boulder 科罗拉多大学波德分校 CU University of Colorado Denver 科罗拉多大学丹佛分校 CUA Catholic University of America 美国天主教大学 CWRU Case Western Reserve Univ. 凯斯西储大学*CMU 通常意义上指 Carnegie Mellon University *CSU 通用 *CU 通用

应用化学专业英语翻译完整篇

1 Unit5元素周期表 As our picture of the atom becomes more detailed 随着我们对原子的描述越来越详尽，我们发现我们陷入了进退两难之境。有超过100多中元素要处理，我们怎么能记的住所有的信息？有一种方法就是使用元素周期表。这个周期表包含元素的所有信息。它记录了元素中所含的质子数和电子数，它能让我们算出大多数元素的同位素的中子数。它甚至有各个元素原子的电子怎么排列。最神奇的是，周期表是在人们不知道原子中存在质子、中子和电子的情况下发明的。Not long after Dalton presented his model for atom( )在道尔顿提出他的原子模型（原子是是一个不可分割的粒子，其质量决定了它的身份）不久，化学家门开始根据原子的质量将原子列表。在制定像这些元素表时候，他们观察到在元素中的格局分布。例如，人们可以清楚的看到在具体间隔的元素有着相似的性质。在当时知道的大约60种元素中，第二个和第九个表现出相似的性质，第三个和第十个，第四个和第十一个等都具有相似的性质。 In 1869,Dmitri Ivanovich Mendeleev,a Russian chemist, 在1869年，Dmitri Ivanovich Mendeleev ,一个俄罗斯的化学家，发表了他的元素周期表。Mendeleev通过考虑原子重量和元素的某些特性的周期性准备了他的周期表。这些元素的排列顺序先是按原子质量的增加,,一些情况中, Mendeleev把稍微重写的元素放在轻的那个前面.他这样做只是为了同一列中的元素能具有相似的性质.例如,他把碲(原子质量为128)防在碘(原子质量为127)前面因为碲性质上和硫磺和硒相似, 而碘和氯和溴相似. Mendeleev left a number of gaps in his table.Instead of Mendeleev在他的周期表中留下了一些空白。他非但没有将那些空白看成是缺憾，反而大胆的预测还存在着仍未被发现的元素。更进一步，他甚至预测出那些一些缺失元素的性质出来。在接下来的几年里，随着新元素的发现，里面的许多空格都被填满。这些性质也和Mendeleev所预测的极为接近。这巨大创新的预计值导致了Mendeleev的周期表为人们所接受。 It is known that properties of an element depend mainly on the number of electrons in the outermost energy level of the atoms of the element. 我们现在所知道的元素的性质主要取决于元素原子最外层能量能级的电子数。钠原子最外层能量能级（第三层）有一个电子，锂原子最外层能量能级（第二层）有一个电子。钠和锂的化学性质相似。氦原子和氖原子外层能级上是满的，这两种都是惰性气体，也就是他们不容易进行化学反应。很明显，有着相同电子结构（电子分布）的元素的不仅有着相似的化学性质，而且某些结构也表现比其他元素稳定（不那么活泼） In Mendeleev’s table,the elements were arranged by atomic weights for 在Mendeleev的表中，元素大部分是按照原子数来排列的，这个排列揭示了化学性质的周期性。因为电子数决定元素的化学性质，电子数也应该（现在也确实）决定周期表的顺序。在现代的周期表中，元素是根据原子质量来排列的。记住，这个数字表示了在元素的中性原子中的质子数和电子数。现在的周期表是按照原子数的递增排列，Mendeleev的周期表是按照原子质量的递增排列，彼此平行是由于原子量的增加。只有在一些情况下（Mendeleev注释的那样）重量和顺序不符合。因为原子质量是质子和中子质量的加和，故原子量并不完全随原子序数的增加而增加。原子序数低的原子的中子数有可能比原子序数高的原

当今最潮的英语翻译

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