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。
资料显示，各地各级政府在对名牌的重视程度、组织推进力度、政策措施上有大幅度提升，青岛、深圳、武汉、宁波、沈阳等市对中国名牌企业的奖励为100万元，大连为300万元，对获省市名牌的企业奖励为10万元~20万元。
2007年1月8日至1月11日，第40届国际消费电子展（CES）在美国杜斯维加斯的威尼斯酒店开幕。在CES上我们民族企业取得骄人的业绩。据了解，今年中国有4000人注册参与CES，包括厂商、媒体和观众，在展馆中，有327家参展商。海尔被全球最权威的消费电子行业媒体《TWICE》评选为另消费电子第一品牌。
第三，洋品牌的地位在多数行业仍是难以动摇的。但是，我们也应看到，面对市场上纷繁的产品，真正能让消费者脱口而出的国内品牌屈指可数。随着对外开放的深入，国际上一些大公司纷纷挤入中国市场，一时间中国市场上充斥着“索尼”、“可口可乐”、“飘柔”、“奔驰”等种种国际名牌，这些名目众多的洋品牌猛烈地撞击着中国的民族品牌。虽然在家电行业，以海尔品牌为首，“康佳”、“长虹”、“TCL”等国产名牌已发展得不错，但同“索尼”、“松下”、“三星”等名牌相比，仍然存在竞争劣势;在IT行业，“联想”、“方正”、“长城”等品牌的竞争力都有明显提高，但与欧美、日本等国的产品相比，品牌知名度仍有不足;在日用消费品市场，“宝洁”、“利华”、“汉高”等国际公司已形成三足鼎立之势。三、我国企业实施品牌战略中存在的主要问题及误区
目前，中国品牌走向国际市场有着巨大的机遇和空间，品牌的国际化已纱可避免，然而品牌建设中也存在着不尽如人意的问题。
从微观企业自身因素角度来看，我国企业实施品牌建设存在以下问题：技术开发能力不足，品牌竞争能力不强；品牌个性不足，缺乏创新和发展能力;生产和经营规模偏小，品牌发展缺乏整体规划;出口和国际经营能力偏弱，品牌意识不强;品牌定位不明确，存在较大的盲目性等一系列因素。从宏观社会环境因素上讲：社会机制有待进一步改善，政策法规的支撑需要进一步加强，国家的产业政策，出口导向政策对不同的行业起着不同的促进和限制作用，金融环境对于企业的投资能力和市场扩张能力也有相当重要的影响力。我国建立市场体制也有好多年了，虽有了很魇改善但仍不够健全，有些方面还未真正适应市场经济的要求，消费者的心理还未完全成熟。
1、忽视品牌投资，急功近利。在经济全球化背景下，国际竞争越来越表现为品牌的竞争，现代跨国公司绝大多数都是知名品牌公司，尤其注重品牌战略的运用，通过品牌这种全方位的输出形态，跨国公司占领了国际市场，可以毫不夸张地说，而今，品牌已是跨国公司实现全球战略目标的锐利武器，是实现资本扩张的重要手段。冰冻三尺，非一日之寒。品牌绝不可能在短期内创出来，是一个
长期积累的过程。很多企业没有清醒地认识到这一点，妄图在短时间内创出一个名牌，而忽视了长远的规划和战略。
2、品牌战略一项系统工程。品牌战略的实施是一项系统工程，是企业整体发展战略与竞争战略的重要组成部分。品牌战略的实施是企业整体素质与整体形象的提高，需要有科学的经营理念和高超的动作技巧，但国内不少企业品牌策划在此方面表现得尤为拙劣和急功近利，影响了企业品牌的发展，实际工作中出现了不少这样的误区：如认为创建品牌工八就是给产品取个好名字，提高产品知名度或把产品包装一下;好的品牌是个令人满意的视觉标志而已;广告是培育知名品牌的唯一手段，除了在媒体上大肆做广告外，其他别无关注;企业产品规模一旦形成了，知名品牌就自然而然地建立了;知名品牌等同于高价，必须不切实际地提高产品价格等。有的企业甚至在品牌低价出售转让，如我国现有20多万个“三资”企业中，有90%以上的合资企业在使用外方品牌;广州洁银牙膏厂以200万元低价将品牌转让给合资企业等，就是这样的突出事例，现今其可怕后果已日渐显现出来——丧失了本国企业自身品牌、产品与知识产权，民族产业竞争力究竟何在！
3、产品是企业在市场中竞争优势可以很快被竞争对手模仿、超越，而品牌却难以逾越，真正持久的竞争优势来自于不断创新，以“不变”应“万变”。品牌是核心竞争力的集中体现。市场是瞬息万变的，任何品牌都面临着随时被淘汰的危险。过于看重现有的成绩，不重视创新，是导致很多品牌“下马”的重要原因。可口可乐公司前任首席营销官塞尔齐曼说，“品牌是唯一使公司产品和服务有别于竞争对手标志，是开辟市场最有效的武器，优秀的品牌可以让你的品牌脱颖而出。”产品的物理属性、数量、价格、质量、服务等很容易被竞争对手模仿，而品牌除了产品本身，还包含了附加在产品上的文化、背景、情感、消费者认识等无形的东西，使企业永远立于市场竞争的不败之地。消费者的认知决定企业的命运，而品牌又直接的影响了消费者的认知。品牌是市场中企业相互区别的重要标志，是消费者进行消费的风向标，以品牌为核心已成为企业重组和资源重新配置的重要机制。
四、民族企业在品牌国际化进程中如何进行品牌定位
1、以科技为后盾，树立“质量第一，以质取胜”的经营理念，品牌的时尚要素、个性化的突出。
产品质量是创造名牌的基石。产品的竞争力表现为品牌的竞争，而品牌竞争所依仗的则是产品的内在质量。一个品牌成长为品牌靠的是质量，一个品牌在市场上倒牌也大多是因为质量出了问题。所以，可以说，质量是品牌生命之所系。
此外，企业还应借鉴国外成功经验，提高自己的设计开发能。企业要敢在新
技术革命的挑战中创造自己的品牌，提高产品的市场竞争能力，就必须在技术创造上下功夫。在世界个性化趋势的变化中，顾客的价值体验和差异化价值实现已经直接决定了产品的最终销售，个性化服务不可或
2、强化市场营销，提高品牌认知度，将品牌战略有机地融合于企业整体战略，并促进整体战略的发展。
市场营销是实施品牌战略中的重要一环。通过选择正确的市场营销方式，可以有效地利用品牌效应让品牌家喻户晓，扩大市场占有率。实施品牌战略布施一项孤立的工作，而是与企业整体发展战略息息相关的。一个品牌形象的塑造绝不仅仅是品牌自身的事情，涉及到企业经营管理的所有重大战略决策，这些重大战略决策都要自觉地围绕品牌来进行、开展。
Brand Strategy Research
Kapferer, J.H
Economic globalization, how to adapt to international trends, establish a strong brand and enhance our competitiveness, have become pressing issues facing enterprises. Based on the analysis of the development of corporate marketing brand strategy, based on the content of brand strategy an its functional significance, to discuss the brand strategy in enterprise marketing role. Enterprise needs to use a variety of means of competition to increase brand awareness, 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 2.5G mobile 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 companies 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; Second is weak in marketing, product planning capacity is not strong, it is difficult to judge according to their marker launch 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 take the international route and whether the enterprise of “Japanese Company” to the lessons learned behind?
Second, the brand strategy implementation in China the Current Situation
1、Many old famous “flash in the pan”
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-known 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 a typical case, the last century 80s to early 90s, he worked in air conditioning sector hit wonders of the Warburg in 1998, was acquired Kelon, the subsequent decline in brand image is repeated.
2、Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.
Since the 80s of last century reform and opening up, China’s socialist economic construction has made remarkable achievements. From a planned economy to market economy era Chinese companies, brand management has grown out of nothing.
Information, local governments at all levels of emphasis on brand-name, organization promoting the efforts, policies measures have greatly enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous enterprises incentives to 100 million, on Dali an 3 million Yuan, on brand-name companies have been cities for the 100000yuan reward-200000yuan..
January 8th 2009 year to January11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Venetian hotel opening. National enterprises in the CES, we achieve superior results.
It is understood that this year there are 4000 people registered to participate in China CES, including manufacturers, media and spectators, in the exhibition hall, there are 327 exhibitors. Haier is the world’s most authoritative consumer electronics industry media “TWICE” named for the Chinese consumer electronics brand.
3、The status of foreign brands in most sectors is still difficult to shake However, we should also see the face of numerous products on the market, allows consumers blurted out genuinely few domestic brands. With the opening up further, to a number of big companies have to squeeze into the Chinese market, Chinese market, a time filled with “Sony”, “Coca-Cola”, “Rejoice”, “Benz”and various other international brands, many of these names foreign brands violently hitting the national brand in China .Although the appliance industry, led by Haier brand, “Konka”, “Changhong” , “TCL” and other domestic brands have developed well, but with the “Sony”, “Panasonic”“Samsung”and other brands, they are still there competitive disadvantage; in the IT industry, “Lenovo” , “Founder” , “Great Wall” and the brand’s competitiveness has improved significantly, but with Europe and the United States,
Japan and other countries compared to, brand awareness is still insufficient; in Consumer Goods market, “P&G”, “Oliver”, “Henkel”, and other international companies have formed the three pillars.
Third, the brand strategy implementation in China Problems and Errors.
Currently, Chinese brands have a huge international marker opportunity and space for international brands has been inevitable, but there are also brand building is not unsatisfactory.
Our Enterprise Brand Building Problems:
Factors from the point of micro-enterprises themselves: there is a lace of technology development, brand competitiveness is not strong; brand personality, lack of innovation and development capacity; small-scale production and management, brand development lack of overall planning; ability of weak exports and international operations, Brand awareness is not strong; brand positioning is not clear, there is a large range of factors such as blindness. Speaking from the macro social factors: social mechanisms need to be improved, policies and regulations support the need to further strengthen the country’s industrial policy, export-oriented policies for different sectors play different role in the promotion and limitation, the financial environment for business investment capacity and market expansion ability and the important influence. The establishment of market system in China has for many years, despite a significant improvement but still not perfect, there still has not really adapt to the market economy, consumer psychology has not yet fully mature.
2、The current situation of global economic integration, the error of the brand strategy implementation
(1) Ignore the brand investment, profit-oriented
Background of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupation of the international market, it is no exaggeration to say that now, the brand has achieved global strategic objectives of transnational corporations sharp weapon, is an important means to achieve capital expansion.
Rome was not built in a day cold. Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point, attempt to create a brand in a short time, but ignored the long-term planning and
strategy.
(2) Brand strategy is a systematic
The implementation of brand strategy is a systematic, enterprise strategy and the overall development of an important component of competitive strategy. The implementation of brand strategy is to rely on their overall quality and overall image enhancement, the need for scientific management idea and superb operational skills, but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development, practical work in the emergence of many such errors: If that job is to create a brand to take a good name to the product, improve product awareness, or what the product packaging; good brand is drawing a satisfactory visual signs only; Advertising is the only way to cultivate well-known brands, in addition to advertising in the media, big, the other no attention; scale enterprise product once formed, well-known brands on the naturally established; well-known brand is equivalent to high price, to be unrealistically improve the product price. Some companies even go further in the brand Wrong Operation not hesitate to give up their own brand business, with foreign companies, brands, or to sell its own brand low-cost transfer, such as our present more than 20 million “three capital”enterprises, there 90% of the joint venture using the foreign brands; clean silver toothpaste factory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands, is one such outstanding example of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand, product and intellectual property rights, national industrial competitiveness lie!
(3) Product is the enterprise competitive advantage in the market can be quickly imitated by competitors, beyond, the brand is insurmountable, real and lasting competitive advantage comes from innovation, in order to “change” should be “status quo”
Brand is the concentrated expression of the core competitiveness. The market is constantly changing face of any brand at any time to be out of danger. Too much emphasis on the existing achievements, do not attach importance to innovation, leading to a lot of brand-name “dismount” the major reason. Coca-Cola’s former chief marketing officer Sergio Zyman, “The brand is only the company logo products and services are different from competitors, is the most effective weapon to open up the market, excellent brand can make your product stand out .”Products physical properties, quantity, price, quality, service is very easy to imitate competitors, Er
brands, along with the product itself, also includes an attached product to cultural background, emotional, consumer cognition invisible things, so that enterprises Yong Yuan Li in the competition undefeated. Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness. Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a corporate restructuring and reallocation of resources an important mechanism.
Fourth, national enterprises in brand internationalization process of how to brand positioning
Backed by science and technology, establish a “quality first, winning by quality”business philosophy, the brand’s fashion elements, the outstanding individual Product quality is the cornerstone of creating brand. Competitiveness of their products performance in the competition for the brand, and brand competition while relying on the inherent quality of products. Growth for the brand through a brand is the quality of a brand in the market down are also in most of a problem because of the quality. Therefore, it can be said, quality is the brand of life depends.
In addition, enterprises should learn from successful experiences abroad to enhance their design and development capability. Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; we must work hard in the transformation. Personalization trend in the world changes, the value of customer experience and the value of differentiation has been directly determined to achieve the final product sales, personal services are indispensable! 2、To strengthen marketing, improve brand awareness, brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.
The implementation of brand marketing is an important part of the strategy. By choosing the right marketing approach can be effectively used to brand a household name brand, expand market share. Brand strategy is not an isolated task, but the overall development strategy and business are closely related. A successful brand names more than just a brand its own thing, related to business management of all major strategic decision, these major strategic decisions were consciously carried out around the brand to expand.
3、Follow the laws of the brand design, brand image, brand and accurate market
中等分辨率制备分离的 快速色谱技术 W. Clark Still,* Michael K a h n , and Abhijit Mitra Departm(7nt o/ Chemistry, Columbia Uniuersity,1Veu York, Neu; York 10027 ReceiLied January 26, 1978 我们希望找到一种简单的吸附色谱技术用于有机化合物的常规净化。这种技术是适于传统的有机物大规模制备分离，该技术需使用长柱色谱法。尽管这种技术得到的效果非常好，但是其需要消耗大量的时间，并且由于频带拖尾经常出现低复原率。当分离的样本剂量大于1或者2g时，这些问题显得更加突出。近年来，几种制备系统已经进行了改进，能将分离时间减少到1-3h，并允许各成分的分辨率ΔR f≥（使用薄层色谱分析进行分析）。在这些方法中，在我们的实验室中，媒介压力色谱法1和短柱色谱法2是最成功的。最近，我们发现一种可以将分离速度大幅度提升的技术，可用于反应产物的常规提纯，我们将这种技术称为急骤色谱法。虽然这种技术的分辨率只是中等（ΔR f≥），而且构建这个系统花费非常低，并且能在10-15min内分离重量在的样本。4 急骤色谱法是以空气压力驱动的混合介质压力以及短柱色谱法为基础，专门针对快速分离，介质压力以及短柱色谱已经进行了优化。优化实验是在一组标准条件5下进行的，优化实验使用苯甲醇作为样本，放在一个20mm*5in.的硅胶柱60内，使用Tracor 970紫外检测器监测圆柱的输出。分辨率通过持续时间（r）和峰宽（w,w/2）的比率进行测定的（Figure 1），结果如图2-4所示，图2-4分别放映分辨率随着硅胶颗粒大小、洗脱液流速和样本大小的变化。
人民币国际化对中国外贸的影响研究 学院：xx 学号：xx 姓名：xx 授课教师姓名：xx 论文提交日期：2011年x月x日 学期：xx
人民币国际化对中国外贸的影响研究 摘要：人民币国际化是指人民币能够跨越国界，在境外流通，成为国际上普遍认可的计价、结算及储备货币的过程。随着世界经济全球化进程的加快，人民币国际化对于进一步提升我国的国际地位和国际竞争力具有十分重要的意义。同时对中国外经贸发展将带来极大的影响。 关键词：人民币国际化，中国外贸，影响 一．人民币国际化的基本概念 （一）货币国际化 广义的货币国际化是指当一国货币被该货币发行国之外的国家的个人或机 构接受并用作交换媒介、记账单位和价值储藏手段时，该国货币国际化就开始了，它一般是以一国货币流通范围超出法定的流通区域作为货币国际化的标准。狭义的货币国际化是指一种货币在没有该货币发行国参与的国际交易中充当记账单位、交换媒介和价值贮藏手段时，该货币就等同于国际化。人民币国际化（二）人民币国际化是指人民币跨越国界，由非国际货币变为国际货币，成为世界上普遍认可的支付手段、记账单位和贮藏手段的经济过程。它是一个渐进演变的动态过程。并且这一过程是人民币不断参与国际货币竞争的过程。 二、人民币国际化的进程加快 2009 年3 月11 日，中国央行和白俄罗斯国家银行签订了200 亿元人民币兑8 万亿白俄罗斯卢布的双边货币互换协议，使得人民币参与国际贸易结算从周边拓展到欧洲。人民币国际化路线图已经呈现，即采取从区域化到全球化，分阶段实施的方式。北面，中俄去年10 月已签署货币互换协议，双方有近2000 亿美元的20 年石油采购合同；东面，韩国在金融危机的逼迫下，也于去年12 月与中国签署了货币互换协议，金额高达约270 亿美元；东南，人民币已成为东盟民间的硬通货，官方层面，中国和越南、缅甸和马来西亚都有货币互换协议。 2009 年3 月29 日，中国人民银行和阿根廷中央银行签署了700 亿元等值人民币的双边货币互换框架协议。这已经是金融危机爆发以来，中国央行自2008 年12月至今签署的第6 个类似协议，并且从中国香港地区、韩国、马来西亚等周边地带扩展至拉美国家。至此，通过货币互换“走出去”的人民币总额达到6500 亿元。 2009 年4 月8 日，国务院常务会议决定，在上海、广州、深圳、珠海、东莞开展跨境贸易人民币结算试点。以目前中国经济的影响和政府推进人民币国际化的决心，人民币最终成为国际货币为时不远。 三、人民币国际化对中国外贸的影响 （一）有助于减少汇价风险，促进我国国际贸易和投资的发展 随着我国参与经济全球化速度的加快和程度的加深，对外贸易和对外金融活动也步入了空前的发展时期。对外贸易的快速发展使外贸企业持有大量外币债权和债务，由于货币敞口风险较大，汇价波动会对企业经营产生一定影响。人民币国际化后，对外贸易和投资可以使用本国货币计价，企业所面临的汇率风险也将随之减少，这可以进一步促进我国对外贸易和投资的发展。国际金融危机爆发以来，在美元和欧元汇率剧烈波动中，中国企业和贸易伙伴国企业普遍希望使用币
旅游服务贸易外文翻译文献(文档含英文原文和中文翻译)
旅游服务贸易的国际竞争力：罗马尼亚的案例 引言 旅游业是唯一的可以为任何发展水平的国家提供贸易机会的服务活动。然而，它也是一个很大程度因为国家的能力和在全球经济中的表现而又有明确的利益分配不均行业，而这又需要提高自己的竞争力。 自20世纪90年代初，罗马尼亚旅游业经历了出口量，生长速率和结构的重大变化。这些不同的波动都影响了罗马尼亚在国际旅游市场上相对的竞争地位并引起了其旅游贸易平衡的变化。同时，新的和更多的错杂的欧式建筑，引起了罗马尼亚的区域旅游竞争力的显著变化。 在此背景下，本文试图提出一个框架，以竞争力和旅游贸易表现之间的关系为重点，来评估罗马尼亚的旅游服务贸易的国际竞争力。 一、国际竞争力视角：国际竞争力之与国际旅游业的相关性 国际竞争力的概念，尽管有争议，难以捉摸，但现在已经得到认可，并继续吸引世界各地的学者和决策者的关注。 到目前为止，为提高国际竞争力已采取措施，都被认为是在经济层面进行的(加瑞利，2003)通常是指一个国家生产的商品和服务，以满足国际市场的考验，并同时保持和增加公民的收入的能力(欧洲委员会，2007)。 由于竞争力最终取决于一国企业在国内和国际的市场成功，所以对竞争力的注意力都集中在企业层面的竞争力上(波特，1990)，对于此的普遍理解是指“……该公司保持，并更好的是，扩大其全球市场份额，增加和扩大利润的能力” (克拉克和盖，1998, 经济合作与发展组织，1993)。 因此，虽然广泛流传但是国际竞争力作为与国家经济和其国际贸易相关
的理论基础已经不太在学术文献进行分析。因此，一个国家国际竞争力的性质，效益和局限性仍然含糊不清(科尔德威尔，2000,克鲁格曼，1994, 1996)。 国际竞争力，是指一个国家在货物和服务贸易方面巩固和保持贸易优势相对于世界其他地区的贸易优势。 每当一个国家的经济福利通过贸易流量的增加，或通过从初始平衡状态的贸易条件的改变而增加，他的国际竞争力都会得到提高(科尔德威尔，2000)。 贸易理论表示，经济福利依赖于一个国家有比较优势的货物和服务的生产。这实际上意味着当生产符合一国的比较优势的情况时国际竞争力能得到保障。如果一国能在国际上表现良好并在出口市场竞争成功，这可能就是他们健全的国际竞争力的标志。 因此，在国际上，竞争力定义为一个经济体能够吸引其出口需求和投资供给需求的能力和在所有社会规范内提升公民生活水平的能力。这反过来又取决于宏观和微观经济政策，影响生产的经济生产率要素和经营成本的法规和制度。 一个可用的文献回顾和实证证据支持国际竞争力可以解释为在一定程度上，一个国家的出口能力这一观点(道乐和沃尔夫，1993, 格博格等. 2004)。还有就是，事实上，是出口表现和国际竞争力之间的循环关系。出口是国际竞争力的第一衡量指标。出口情况的改善会导致了一个国家的竞争力提升。这种效果是一个企业的技能，知识，创新和运用新技术并能够在一个成功的商业方式中利用技术机会等的结果。 另一方面，为了在竞争激烈的全球市场努力成功实现出口，一个国家被迫提高竞争力。更具竞争力的国家，它的经济更强大。因此，它更有能力在全球市场竞争，以吸引具有较高的知识，技能，水平人们去购买新技术等，
New technique of the computer network Abstract The 21 century is an ages of the information economy, being the computer network technique of representative techniques this ages, will be at very fast speed develop soon in continuously creatively, and will go deep into the people's work, life and study. Therefore, control this technique and then seem to be more to deliver the importance. Now I mainly introduce the new technique of a few networks in actuality live of application. keywords Internet Network System Digital Certificates Grid Storage 1. Foreword Internet turns 36, still a work in progress Thirty-six years after computer scientists at UCLA linked two bulky computers using a 15-foot gray cable, testing a new way for exchanging data over networks, what would ultimately become the Internet remains a work in progress. University researchers are experimenting with ways to increase its capacity and speed. Programmers are trying to imbue Web pages with intelligence. And work is underway to re-engineer the network to reduce Spam (junk mail) and security troubles. All the while threats loom: Critics warn that commercial, legal and political pressures could hinder the types of innovations that made the Internet what it is today. Stephen Crocker and Vinton Cerf were among the graduate students who joined UCLA professor Len Klein rock in an engineering lab on Sept. 2, 1969, as bits of meaningless test data flowed silently between the two computers. By January, three other "nodes" joined the fledgling network.
人民币国际化地影响 一·前言 牙买加体系地建立, 使布雷顿森林体系崩溃后地浮动汇率制得到法律上地认可, 但汇率过度波动则导致大多数国家在世纪年代重新实施汇率管理.“汇率目标区”就是一种有管理地汇率制度安排, 即一国允许其汇率在一特定地区间内进行波动, 一旦汇率地波动超出这个区间, 货币当局就要进行干预.然而，汇率目标区涉及到一个不完全可信性问题，这个难题未能获得有效解决大大抑制了该制度在各国地有效应用. 二·背景 在国际游资规模越来越庞大地今天，政府通过冲销干预以期达到改变投机者预期从而维持汇率目标区地愿望越来越变得不现实.本文分析了基于供给视角解决汇率目标区可维持性地局限,主张从需求视角构建托宾税惩罚机制消除投机者冲击目标区边界带来地高额收益预期，从而使汇率目标区具有完全可信性.完全可信地汇率目标区不仅解决了货币投机攻击问题, 还给“三元悖论”难题提供了一个近似解,使得一国货币政策不再受制于国际短期资本流动. 三·对中国经济地意义 （一）升值预期导致地货币投机 近几年来，我国地经常账户和资本账户均处于双顺差地状态，因此导致外汇储备增长，使基础货币供给被动增长，市场利率不断降低，从而形成汇率升值压力.长期地双顺差状态发展地必然结果就是汇率升值压力日积月累形成名义汇率对均衡汇率地偏离，这就要求对币值进行重估.正是在这样地背景下，年月我国放弃盯住美元地固定汇率制度，实行参考一篮子货币地管理浮动汇率制度.这就给投机者以强烈地进一步升值地预期，大量热钱涌入国内，自此人民币开始步入升值周期.尽管当前我国实行资本项目地管制，但大规模短期资本通过进出口贸易、和地下钱庄地途径流入国内，为了稳定汇率，投入大量外汇占款，带来较大地通胀压力. （二）国内外货币政策地冲突 目前我国货币政策地主要任务是紧缩货币，抑制通货膨胀.近两年来，我国面临着日益严峻地通货膨胀形势，从国内因素来看，随着中国城市化进程日益深化，农村劳动力越来越多地向城市转移，导致我国猪肉、蛋类、农产品等供给日益减少，在此期间，我国食品类商品价格不断上涨，出现了需求拉动型通货膨胀.从国际因素来看，一方面，从年月开始人民币步入升值周期，这就给投机者以强烈地升值预期.大量热钱通过进出口贸易、和地下钱庄地途径流入国内，为了稳定
文献出处：Barattieri A. The mechanism of service trade liberalization[J]. Journal of International Economics, 2014, 92(1): 1-13. （声明：本译文归百度文库所有，完整译文请到百度文库。） 原文 The mechanism of service trade liberalization Barattieri A Abstract In this paper, Service trade liberalization is the key areas of the United States to promote the TPP negotiations, the United States in the negotiations are pushing mechanism of a high standard of service trade liberalization. In this paper the progress of the TPP negotiations and services trade issues important position, on the basis of the acceptance, architecture design, focus on services, regulatory consistency four aspects in the TPP uncovers the "high standards" service trade liberalization mechanism establishment. American "high standards" service trade liberalization mechanism is tailored to the interests of the United States, actually services in the service of the United States. These mechanisms are through to strengthen and promote the TPP platform, forming reversed transmission to other countries. Key words: the TPP; The United States; Service trade liberalization; High standards; Mechanism design America is the first largest exporter global trade in services, and for many years, continues to service trade surplus. Competitive advantage based on service industry and service industry The importance of promoting American exports, jobs and economic growth, the United States in the multilateral, bilateral and regional multiple layers jointly promoting service trade liberalization. In the Uruguay round negotiations, the United States has overcome many obstacles, for the first time to include the Service Trade in multilateral negotiations, contributed to the general Agreement on Trade in services (the Genre - al Agreement on Trade and Service,
本份文档包含：关于该选题的外文文献、文献综述 一、外文文献 标题:T hei n ternat i onal i za t ion oft heRMB,capit a lm a r ke tope nn es s,an dfi na ncia l reforms inC hi na 作者: Aizenman,Joshua 期刊: BOFIT DiscussionPapers 卷: 4；期: 1；页: 4-26；年份:2015 T hei n ternat i onaliz a ti ono f t heRMB,capi t almarke t openne s s,andfi n an c ialre f orm s inChina Abstract This paper provides an overview of Chinese financial and trade integrationinrecentdecades,andthechallengesfacingChinainthecomingyears.Chinahadbee napr i meexampleof e xport- ledg row t h,benefi t in g fromle a r ni n g b y doing,andby adoptingforeignknow- how,supportedbyacomplexindustrialpolicy.Whiletheresultant growth has been spectacular, it comes with hidden but growing costs and distortions. The Chinese exported growth path has been challenged by its ownsuccess,and the Global Financial Crisis forced China toward rebalancing, which is a workinprogress.Refle c ti ng onth e int e r na ti on alizati onoft heCNY,one e xpect s t he rapid accelera ting of thecommercial internationalization of the CNY. In contrast, there areno clear-cut reasons to rush with the full CNY financial internationalization: The gains from CNY financial internationalization areoverrated. Keywords: export led growth, CNY internationalization, mercantilism,financialintegration,FDI. This paper overviews the Chinese financialand tradeintegration in recent decades. We start by evaluating the history of Chinese growth-cum-financialpolicies,arguingthattheexport-ledgrowthofChina was a highly successful policy, as hasbeenvividlyillustratedbytheunprecedentedcatchingupofChinesesizewiththeU.S.[either in current dollar or adjusted for PPP]. Yet, the remarkable success ofthisprocess sowed its end, and the need for China to rebalance its economy.Looking
市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)
DESIGNING PRICING STRATEGIES All for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers. Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees. Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, and companies around the globe, connecting sellers and buyers as never before. Web sites like https://www.doczj.com/doc/1712965427.html, and https://www.doczj.com/doc/1712965427.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.doczj.com/doc/1712965427.html, and https://www.doczj.com/doc/1712965427.html, make it easy for buyers and sellers to negotiate prices on thousands of items. At the same time, new tech- nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices. 1 In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ?exible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised often
英文翻译 A comprehensive overview of substations Along with the economic development and the modern industry developments of quick rising, the design of the power supply system become more and more completely and system. Because the quickly increase electricity of factories, it also increases seriously to the dependable index of the economic condition, power supply in quantity. Therefore they need the higher and more perfect request to the power supply. Whether Design reasonable, not only affect directly the base investment and circulate the expenses with have the metal depletion in colour metal, but also will reflect the dependable in power supply and the safe in many facts. In a word, it is close with the economic performance and the safety of the people. The substation is an importance part of the electric power system, it is consisted of the electric appliances equipments and the Transmission and the Distribution. It obtains the electric power from the electric power system, through its function of transformation and assign, transport and safety. Then transport the power to every place with safe, dependable, and economical. As an important part of power’s transport and control, the transformer substation must change the mode of the traditional design and control, then can adapt to the modern electric power system, the development of modern industry and the of trend of the society life. Electric power industry is one of the foundations of national industry and national economic development to industry, it is a coal, oil, natural gas, hydropower, nuclear power, wind power and other energy conversion into electrical energy of the secondary energy industry, it for the other departments of the national economy fast and stable development of the provision of adequate power, and its level of development is a reflection of the country's economic development an important indicator of the level. As the power in the industry and the importance of the national economy, electricity transmission and distribution of electric energy used in these areas is an indispensable component.。Therefore, power transmission and distribution is critical. Substation is to enable superior power plant power plants or power after adjustments to the lower load of books is an important part of power transmission. Operation of its functions, the capacity of a direct impact on the size of the lower load power, thereby affecting the industrial production and power consumption.Substation system if a link failure, the system will protect the part of action. May result in power outages and so on, to the production and living a great disadvantage. Therefore, the substation in the electric power system for the protection of electricity reliability,
毕业论文文献综述 国际经济与贸易 中英金融服务贸易国际竞争力比较研究 金融服务贸易国际竞争力相关理论综述 服务贸易是以服务作为交易标的的一种贸易行为。《服务贸易总协定》(GATS)所界定的国际服务贸易是指以过境交付、境外消费、商业存在和自然人流动这四种形式进行的各国间的服务交易。该定义已成为有一定权威性和指导性的定义为各国接受。 根据《服务贸易总协定》中的服务部门清单，可以将服务贸易分为12类：商业性服务，销售服务，金融服务，娱乐服务，通讯服务，教育服务，卫生服务，运输服务，建筑服务，环境服务，旅游服务和其他服务。而对于金融服务贸易，国内外并没有确切的定义。本文将对金融服务贸易国外及国内有代表性的研究进行综述。 一、GATS与OECD对金融服务贸易的定义 根据GATS的定义，金融服务贸易是指由一成员国的金融服务提供者所提供的任何金融性质的服务。它包括两个部分：所有保险和保险相关的服务、银行和其他金融服务（保险除外），其中其他金融服务指证券和金融信息服务。 经济合作和发展组织（OECD）对金融服务贸易的定义为由金融机构提供服务的收入，或者接受付出的支持，包括得到的和付出的直接投资收益（未分配收益和利息）；从其他金融投资得到的和付出的收益（得到的和付出的利息和红利）；得到的、付出的手续费和佣金。 可见，经济合作和发展组织对金融服务贸易的界定强调了金融服务贸易交易的提供方，而忽略了金融服务贸易的消费方。金融服务贸易的发展主要是以此换取其他贸易领域的发展，而且金融服务贸易可以促进本国金融业与国际金融业的接轨，从而在国际竞争中促进本国金融业的发展。 二、国外对金融服务贸易相关研究 对于金融服务贸易研究，国外学者从不同角度出发，有不同的看法。 列为恩（1996）认为，各种金融服务可以实现五种基本功能：方便商品和劳务的交易；易于风险管理；加速资源流动；获取信息，评估企业和配置资本；提供公司法人治理。同时，更多的相关文献表示，金融中介可以降低由于信息不对称产生的管理成本（戴蒙德1984；威廉森1987）也可以对规模经济产生积极的效应。 莫施里安（Moshirian 1994）认为，金融服务贸易和制造业类似，一些基本要素赋予了
人民币国际化相关的文献综述 国际国内关于货币国际化的研究，国外研究起步相对较早，理论也相对较成熟。国内研究基本从20世纪80年代末90年代初才开始，国内的研究主要围绕人民币国际化这一主题展开。 一、国外文献综述 由于国外学者对货币国际化的研究较早，理论也相对较成熟。通过对国际货币形成的历史的研究和探讨，通过对国际货币使用情况和国际货币格局变化的分析，西方学者对国际货币的一些特性和影响进行了归纳和总结，并主要从不同的角度对货币国际化的条件和影响两方面进行了探讨。 (一)货币国际化的定义、特性以及条件 Cohen(1971)最早从货币职能的角度定义国际货币,他认为国际货币的职能是货币国内职能在国外的扩展。部门和官方机构出于各种各样的目的将一种货币的使用扩展到该货币发行国以外时,这种货币就发展到了国际货币的层次。 Hartmann (1998)进一步发展了Cohen的定义,他对国际化货币的不同职能进行了分类:作为支付手段,国际化货币在国际贸易和资本交易中被私人用作媒介货币,在外汇市场干预中被官方用作干预工具；作为记账单位,国际化货币被用于商品贸易和金融交易的计价,被官方部门用于确定汇率平价；作为价值储藏手段,国际化货币形成的金融资产是构成私人部门资产组合的主要部分,也是构成官方储备资产的源泉`。 蒙代尔（2003）则从货币流通范围的角度给出了货币国际化的定义,他认为,当货币流通范围超出法定的流通区域,该货币就国际化了。 判断一国货币是否国际化,一般主要有以下几个标准:(1)该国货币自由兑换在国际交易支付中所占的比重；(2)该国货币是否发挥执行价格标准,国际清算货币的作用；(3)该国货币在国际投资中所占的比重；(4)该国货币是否发挥国际储备资产的职能(国际储备货币)； (5)该国货币在国际借贷活动中所占的比重；(6)该国货币是否具有国际干预货币的作用；(7)该国货币是否在世界范围内发挥价值尺度。 最早涉及货币国际化条件的研究来自于Grassman(1973)。他通过考察丹麦和瑞典贸易中的计价货币,发现无论是丹麦还是瑞典,都有习惯以生产者使用的货币作计价货币的行为,这一发现后来被称Grassman定律。 Bergstern (1975)提出货币国际化的四个条件:第一是历史惯性。在20世纪早期,英国的国际贸易规模、经济规模已经没有优势,但人们已经习惯使用英镑,英镑仍作为当时国际的主要货币,主要是历史惯性;第二,该国的金融规模与国际贸易。通常,一国在国际金融和国际贸易中所占比例越大,非居民对该国货币的需求就越大;第三,发达而开放的金融市场。非居民持有一国货币,必然是因为有增值保值的需求,这就需要有一个可交易的金融市场提供给该国货币;第四,对该国货币价值的信心。一国货币作为储藏手段和国际支付,从内在来看,要求其保持稳定的价值。美元在1973年至1990年间累计跃值了 47%,导致美元在国际储备中的份额也有所下降。 Krugman (1980)认为,作为国际交易媒介货币(vehicle currency),即国际本位货币,交易成本(包括信息成本、转换费用等)必须最低。而交易成本是随着交易量的增加而递减的,因此,具有最低交易成本,即具有最大交易量的货币,会成为国际媒介货币 Wincoop(2002)在研究制成品贸易中本国货币和贸易伙伴国货币的计价选择时发现,决定计价货币选择的两个主要因素是:市场份额和产品差异度。他认为,出口国产品所占的市场份额越高,产品的差异度越大,可替代性越低,出口商越可能以本国货币定价。
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：
第一篇： 航空博物馆与航空展示公园 巴特罗米耶杰·基谢列夫斯基 飞翔的概念、场所的精神、老机场的建筑---克拉科夫新航空博物馆理性地吸取了这些元素，并将它们整合到一座建筑当中。Rakowice-Czyzyny机场之前的旧飞机修理库为新建筑的平面和高度设定了模数比例。在此基本形态上进一步发展，如同裁切和折叠一架纸飞机，生成了一座巨大的建筑。其三角形机翼是由混凝土制成，却如同风动螺旋桨一样轻盈。这个机翼宽大通透，向各个方向开敞。它们的形态与组织都是依据内部功能来设计的。机翼部分为3个不平衡的平面，使内外景观在不断变化中形成空间的延续性，并且联系了建筑内的视觉焦点和室外的展览区。 新航空展示公园的设计连接了博物馆的8栋建筑和户外展览区，并与历史体验建立联系。从前的视觉轴线与通道得到尊重，旧的道路得到了完善，朝向飞机场和跑道的空间被限定出来。每栋建筑展示了一个主题或是一段飞行史。建筑周围伸展出巨大的平台，为特殊主题的室外展览提供了空间。博物馆容纳了超过150架飞机、引擎、飞行复制品、成套的技术档案和历史图片。这里的特色收藏是飞机起源开始的各种飞行器，如Jatho1903、Grade1909、莱特兄弟1909年的飞机模型和1911年的鸽式单翼机。 The first passage: Museum for aviation and aviation exhibition park Bartiomiej Kislelewski The idea of flying, the spirit of place, the structure of the historic airfield – the new Museum of Aviation in Krakow takes up these references intellectually and synthesizes them into a building. The old hangars of the former airport Rakowice Czyzyny set the modular scale for the footprint and the height of the new building. Developed from this basic shape, as if cut out and folded like a paper airplane, a large structure has been generated, with triangular wings made of concrete and yet as light as a wind-vane propeller. The wings are generously glazed and open in all directions. Their form and arrangement depend on the interior uses. In the floor plans of the wings, the three offset