外文翻译
原文
Foreign T rade o f China
Material Source:W anfang Database Author:Hitomi Iizaka
1.Introduction
On December11,2001,China officially joined the World T rade Organization(WTO)and be c a me its143rd member.China’s presence in the worl d economy will continue to grow and deepen.The foreign trade sector plays an important andmultifaceted role in China’s economic development.At the same time, China’s expanded role in the world economy is beneficial t o all its trading partners. Regions that trade with China benefit from cheaper and mor e varieties of imported consumer goods,raw materials and intermediate products.China is also a large and growing export market.While the entry of any major trading nation in the global trading system can create a process of adjustment,the o u t c o me is fundamentally a win-win situation.In this p aper we would like t o provide a survey of the various institutions,laws and characteristics of China’s trade.Among some of the findings, we can highlight thefollowing:
?In2001,total trade to gross domestic pr oduct(GDP)ratio in China is44%
?In2001,47%of Chinese trade is processed trade1
?In2001,51%of Chinese trade is conduct ed by foreign firms in China2
?In2001,36%of Chinese exports originate from Gu an gdon g province
?In2001,39%of China’s exports go through Hong Kong to be re-exported elsewhere
2.Evolution of China’s Trade Regime
Equally remarkable are the changes in the commodity composition of China’s exports and imports.Table2a shows China’s annu al export volumes of primary goods and manufactured goods over time.In1980,primary goods accounted for 50.3%of China’s exports and manufactured goods accounted for49.7%.Although the share of primary good declines slightly during the first half of1980’s,it remains at50.6%in1985.Since then,exports of manufactured goods have grown at a much
faster rate than exports of primary goods.As a result,the share of manufactur ed goods increased t o90.1%,and that of primary good decr eased to9.9%by2001.
Also shown in those tables are five subgr oups for manufactur ed goods and primary goods.China’s export was highly dependent on its exports of coal, petroleum,and petr oleum products until mid-80s.The large export volume of petr oleum was also support ed by a sharp rise in oil prices during the period.In1985, the share of mineral fuels is26.1%.In1986,the su d d en decline in the share of primary goods in total exports occurs,which is largely associated with the decline in the export volume of mineral fuels.The price reforms coupled with the declined world petr oleum price areattributable t o the decline.
Domestic agriculture production expanded during the1980’s in response to the higher prices thr ough the price reforms and mo r e opportunities given t o the producers to market their products.Although the share of food and live animals in total exports has declined over time,China has become a net exporter of such products since1984.
T urning to the manufactur ed goods,the large increase in the share of the manufactur ed goods in the total exports since mid-80s is largely accounted for by the increase in the export in the textile category and the miscellaneous products category.These two gr oups include labor-intensive products such as textiles,apparel, footwear,and toys and sporting goods.During the1990s,the category that exhibited the mos t significant surge in exports is machinery and transport equipment.Its share exp anded from9.0%in1990t o35.7%in2001.
3.China’s Processing Trade and Trade by For eign Invested Firms
China established the legal framework for processing and assembly arrangements in1979.Since then,China has built up considerable strengths in assembling and processing of industrial parts and components.It covers a wide range of industries such as electric machinery,automobile,aerospace,and shipbuilding.T able3a and T able3b demonstrate the amount of processing exports and imports and the importance of stateowned enterprises(SOEs)and foreign-invested enterprises(FIEs)in such forms of trade for1995-2001. Throughout the period from1995to2001,the shares of these two types of processing exports exceed more than half of China’s total exports.In2001，processing exports account for55.4%of the total exports.As is seen in T able3a, process&assembling was dominat ed by SOEs in1995.However,the tr end has been changing.The share of SOEs in process&assembling has been steadily
declining over the years from84%in1995to62%in2001.The other type of trade, process with imported materials was largely conducted by FIEs and their shares have been gradually increasing from81%in1995to88%in2001.In China’s imports(see T able3b),processing trade is relatively small comp a r ed to exports. After it peak ed at49%in1997,processed imports decline to39%in2001.The decreasing importance of SOEs can be seen in China’s imports as well.Shares by SOEs decr eased from81%in1995t o58%in2001for process&assembling,and from18%to7%for process with imported materials.The decr eased role for SOEs in processing trade may reflect the inefficiency in conducting their business.Since 1997,the Chinese government decided t o implement the shareholding system and t o sell a large numbe r of medium-and small-sized SOEs to the private sector.A n u mbe r of larger enterprise gr oups will be established in various industries thr ough mergers,acquisitions,and leasing and contracting.The restructuring of SOEs is intended to increase profits and to improve their competitive edge.
4.China’s Tr ade by Provinces and Regions
A regional breakdown of exports and imports reveals important characteristics of the foreign trade in China.In1997,89.1%of the total exports came from the Eastern region of China(Beijing,Tianjin,Heibei,Lioaning,Guangxi,Shanghai, Jiangsu,Zhejiang,Fujian,Shangdong,Guandong and Hainan).Within the East,the Southeast region accounts for76.3%of China's exports in1997.4Gu ang dong alone pr oduces41.6%of the total exports for the sa me year.Such regional imbalances in exporting activities persist to the present day.In2001,Guandong's share of the national exports is36.0%.For the Southeast and the East,the shares are respectively 79.0%and91.1%.
This imbalance of the regional growth in foreign trade may partially be attributed t o the various geographic-specific and sequential o pen-d oo r policies China has exercised thr oughout the last twenty years.The strong growth of th e export sector in the coastal area has been support ed by the massive use of foreign direct investment(FDI).FDI was first attracted by the creation of the Special Economic Zones(SEZ).FDI was concentrated in the provinces of the Southeast coast,namely,Guandong and Fujian.The multinational enterprises that are export-oriented or use adv anced technologies are able to enjoy various preferential policies in the SEZs,such as r educed or ex empt e d corporate income tax,exemption from import tariffs on imported equipment and raw materials.In1984,fourteen coastal cities were opened and were grant ed similar policies as SEZs.Out of those
fourteen cities,ten are located in the Southeast coast regions and four are in the rest of the Eastern regions.Furthermore in1985,similar preferential policies were grant ed t o other coastal economic regions,Pearl River Delta,Y angtze River Delta and Minnan Delta which is t o the south of Fujian.In1990,Pu d o n g in Shanghai was opened and was grant ed extensive preferential policies.Since1984,the Chinese government established thirty-two national-level Economic and T echnological Development Zones(ETDZs).
The share of exports in The Y angtze River Delta,the home of Shanghai and two provinces,Jiangsu and Zhejiang has grown steadily during the period1997to 2001.The share of those three regions grew to10.1%,11.0%,and9.1%in2001 from8.1%,7.9%and5.9%in1997,respectively.As the role of high-tech industry beco mes mo r e significant in China’s output and China’s comparative advantage in skilled-labor and capital-intensive industries beco mes higher,the Y angtze River Delta be co mes a new magnet for investment by foreign enterprises.These foreign investments in turn lead to mo r e export and trade.
5.Foreign T rade by Major World Regions
Using China’s official statistics,Table4a and4b highlight merchandise export s and imports t o and from major world regions for1993-2001:Asia,Africa,Europe, Latin America,North America and Oceania.As we see from Table4a,China’s most important export region has always been Asia,which absorbs53%of China’s exports in2001.However,their share of absorption declines from almost62%,their peak level of1995.The importance of North America and Europe in China’s exports, however,has been increasing since1998.In2001,North America takes in mo r e than22%of exports and Europe takes in mo r e than18%.
6.China’s Merchandise Exports and Imports by Major Trading Partners
Table5a and Table5b document China’s merchandise exports to and imports from its major trading partners,using China’s official statistics.According to Tabl e 5a,the major exports markets for China in2001are:the United States(20.4%), Hong Kong(17.5%),Japan(16.9%)and the European Union(15.4%).It is well-known that a large proportion of Chinese exports to Hong Kong are re-exported elsewhere so that the true size of the Hong Kong export market has t o be estimated. T o save space for this paper,we will just rely on the official Chinese figures.6Even without adjusting for re-exports,the United States in2001is the largest export market for China.Thus,from an international trade perspective alone,the most important bilateral trade relationship for China is the relationship with the United
States.T ogether t he United States,Hong Kong,Japan and the European Union take in70.2%of China’s exports in2001.Within ASEAN(Association of Southeast Asian Nations),Singapore has been the largest export market for China.In2001, 31.5%of China’s total exports to ASEAN is destined for Singapore.Within the European Union(EU),Germany is the largest market with23.8%of the total Chinese exports going to the EU.
9.Conclusion
In the future,we see that there are at least two challenges facing China in the area of international trade.First,with China’s competitiveness growing,many countries will perceive that their producers will no t be able to c o mpe t e with the Chinese exports,either in the third market or in their own domestic market.The backlash will take the form of an increased use of anti-dumping duties and safeguards.W e have already seen the use of such trade instruments against China from a variety of countries,including Japan,the European Union and the United States.A relatively new development is that even developing countries such as India and Mexico are using anti-dumping measur es against Chinese exports to their countries.The difficulty with anti-dumping duties is that they are generally WT O-consistent.Thus joining the WTO d o es no t mean that other countries will reduce their use of anti-dumping duties against China.
A second challenge facing China is how t o manage its trade relationship with the United States.The United States is the largest economy on earth.The United States is China’s largest export market.It is also a critical source of technology.A stable and healthy relationship with the United States is important for China’s economic development.It is always a difficult adjustment process for countries to accept a newly e mer gen t economic power.The United States as well as other countries may perceive China as a potential economic threat.Judging from the experience of the relationship betw een the United States and a rising Japan in the 1970s and the1980s,it will n o t be too har d to imagine that there will be difficulties in the trade relationship betw een the United States and China.Managing and smoothing such a relationship should be an important goal for China.
译文
中国的对外贸易
资料来源:万方数据库作者：Hitomi Iizaka
1、简介
2001年12月11日，中国正式加入世界贸易组织（WTO），成为其第143个成员，中国在世界经济中的作用将继续增强和深化。对外贸易对中国经济发展起着重要的和多方面的作用。与此同时，中国在世界经济中的扩长有利于所有的贸易伙伴，中国的区域贸易有利于各种各样更便宜的消费品、原材料和中间产品的进口。中国也是一个巨大的出口市场。任何主要贸易国的进入可以在全球贸易系统中创建一个调整的过程，其结果基本上是一个双赢的局面。在本文中，我们想提供各机构有关中国法律和贸易特点的一个调查。根据相关调查结果，我们可以强调以下内容：
2001年，中国的贸易总额占国内生产总值（GDP）的比例为44%。
2001年，中国47%的贸易是加工贸易。
2001年，中国51%的贸易是由外资企业创造的。
2001年，中国36%的出口由广东省创造。
2001年，中国39%的出口通过香港再出口。
2、中国贸易体制的演变
中国进出口商品构成的变化同样显著。表2a显示了中国逐年的初级产品和制成品的年出口量。1980年，初级产品占中国出口的50.3%，工业制成品占中国出口的49.7%。尽管在八十年代前期初级产品的份额有所下降，但是在1985年仍然占50.6%。自那以后，工业制成品的出口比初级产品出口以更快的速度增长。结果到2001年，制成品的份额提高到90.1%，而初级产品下降到9.9%。
3、中国的加工贸易和外商投资企业的贸易
中国于1979年建立了加工和装配安排的法律框架。从那时起，中国已在装配和零部件加工业取得相当大的优势。它广泛的涵盖了如机电，汽车，航空航天，造船等行业。表3a和表3b显示了从1995到2001年，加工出口和进口的总量以及国有企业(SOEs)和外商投资企业(FIEs)贸易方式的重要性。纵观1995年至2001年期间，这两种加工出口方式占的份额超过中国出口总额的一半以上。2001年，加工出口占出口总额的55.4%。正如在表3a，1995年，加工和组装在国有企业占主导地位。但是，这种趋势一直在变化。装配业在国有企业的份额一直在稳步下降，多年来从1995年的84%下降到2001年的62%。其他
类型的贸易，进料加工主要是由外商投资企业大部分控制，他们股票已经逐步增加，从1995年的81%增加到2001年的88%。中国的进口（见表3b）相较出口，加工贸易相对比较小。在1997年达到49%的高峰后，到2001年加工进口下降到39%。国有企业的重要性下降也可以在中国的进口中看出，在加工和装配业，国有企业股份从1995年的81%下降到2001年的58%，进料加工而从18%
下降到7%。对于国有企业在加工贸易的作用下降可能反映了在开展其业务效率。自1997年以来，中方政府决定推行股份制和大量出售中型和小型的国有企
业的私营部门。大多企业集团将通过兼并、收购、租赁和承包在各种行业设立企业。国有企业重组的目的是增加利润和提高竞争力。
4、中国的省份和地区贸易
进出口的区域细分揭示了在中国对外贸易的重要特征。1997年，89.1%的出口总值来自中国的东部地区（北京，天津，河北，南宁，广西，上海，江苏，浙江，福建，山东，广东和海南）。在1997年，中国76.3%的出口到东南亚和
东亚地区。仅广东省生产就为同年出口总额的41.6%，这种出口区域不平衡持续到今天。2001年，广东的全国出口份额为36.0%。对于东南亚和东亚，其份额分别为79.0%和91.1%。
这种区域对外贸易发展不平衡部分原因可能是由于在各种地理情况和特定的中国已经行使二十年的对外开放政策。沿海地区增长迅速的出口部门已经得到了对外直接投资(FDI)的支持。特别经济区（SEZ）的创建最先吸引了外国直接投资。外国直接投资主要集中在东南沿海，即广东，福建等省。出口导向型或者使用先进技术的跨国公司可以在经济特区享受各项优惠政策，如减少或免征企业所得税，对进口设备和原材料，免征进口关税。1984年，14个沿海城市被开辟为经济特区，并给予同样的政策。对于这十四个城市，十个位于东南沿海，四个位于东部的其它地区。此外，在1985年，类似的优惠政策被授予其他沿海经济区，珠江三角洲，长江三角洲和福建南部的闽南三角洲。1990年，浦东在上海开放并获得广泛的优惠政策。自1984年以来，中国政府成立三十二个
国家级经济技术开发区（经济技术开发区）。
在1997至2001年期间，上海所依靠的长江三角洲以及江苏和浙江两个省份的出口份额已稳步增长。这三个地区的份额由1997年的8.1%，7.9%和5.9%分别增长至2001年的10.1%，11.0%和9.1%。高新技术产业对于中国的产量起着更加重要的作用且熟练劳动和资本密集型产业在中国的比较优势中显著增高，成为长江三角洲外国企业投资的新磁铁。反过来，这些外商投资带来更多的出口和贸易。
5世界主要区域的对外贸易
使用中国的官方统计，表4a和4b突出从1993-2001年商品出口和进口的
世界主要地区：亚洲，非洲，欧洲，拉丁美洲，北美洲和大洋洲。正如我们从
表4a看到，中国的最重要的出口地区一直是亚洲，在2001年中国的53%出口
为该地区所吸收。然而，与1995年的高峰水平相比，亚洲地区的吸收份额几乎
下降62%。然而，在中国出口占据的重要地位的北美和欧洲，自1998年以来
一直在增加。2001年，北美接受超过22%的中国出口和欧洲接受18%以上出口。
6中国商品的进出口的主要贸易伙伴
根据中国的官方统计数据，表5a和表5b显示中国商品进出口的主要贸易
伙伴，根据表五，2001年中国的主要出口市场是：美国（20.4％），香港（17.5%），
日本（16.9%）和欧洲联盟（15.4%）。众所周知，中国出口香港中的很大一部
分是转口其他国家，这样才能进行估算香港出口市场的真实规模。为保留此文
件的空间，即使没有转口调整我们只会依靠官方中国figures.6，2001年美国是
中国最大的出口市场。因此，单独从国际贸易角度，中国与美国的关系是最重
要的双边经贸关系。在2001年，香港、日本和欧洲联盟加上美国，参加中国70.2%的的出口。在东盟（东南亚国家联盟），新加坡一直是中国最大的出口
市场。2001年，中国出口总额的31.5%是东盟的新加坡。在欧洲联盟（欧盟），德国是中国最大的出口市场。中国对欧盟出口总额中，其中23.8%的出口目的
地是德国。
……
9总结
在未来，我们可以看到中国在国际贸易领域面临至少两个挑战。首先，中
国的竞争力越来越强，许多国家将会觉得他们的生产商无论是在第三个出口市
场或在自己的国内市场将无法与中国的出口商品相竞争。美国的反应将采取增
加使用反倾销税和保障措施。我们已经看到了许多不同国家对中国采取这种贸
易手段，包括日本，欧洲联盟和美国。一个相对较新的发展是甚至发展中国家
如印度和墨西哥使用反倾销措施反对中国对他们国家的出口。反倾销税困难是
由于他们一般与世贸组织相一致。因此，加入WTO并不意味着其他国家将减
少对中国的反倾销税的使用。
中国面临的第二个挑战是如何管理其与美国的贸易关系。美国是世界上最
大的经济体。美国是中国最大的出口市场。它也是技术的重要来源地。与美国
建立一种稳定、良好的关系对中国的经济发展十分重要。这始终是许多国家难
以接受一个新出现的经济力量调整的过程。美国以及其他国家可能会认为中国
作为一个潜在的经济威胁。按照美国与不断增强的日本之间在70年代和80年
代的关系的经验，就不会太难想象美国和中国贸易关系的困难。管理和理顺这
种关系应是中国的重要目标。
An Analysis of Working Capital Management Results Across Industries Greg Filbeck. Schweser Study Program Thomas M. Krueger. University of Wisconsin-La Crosse Abstract Firms are able to reduce financing costs and/or increase the funds available for expansion by minimizing the amount of funds tied up in current assets. We provide insights into the performance of surveyed firms across key components of working capital management by using the CFO magazine’s annual Working Capital Management Survey. We discover that significant differences exist between industries in working capital measures across time. In addition. we discover that these measures for working capital change significantly within industries across time. Introduction The importance of efficient working capital management is indisputable. Working capital is the difference between resources in cash or readily convertible into cash (Current Assets) and organizational commitments for which cash will soon be required (Current Liabilities). The objective of working capital management is to maintain the optimum balance of each of the working capital components. Business viability relies on the ability to effectively manage receivables. inventory. and payables. Firms are able to reduce financing costs and/or increase the funds available for expansion by minimizing the amount of funds tied up in current assets. Much managerial effort is expended in bringing non-optimal levels of current assets and liabilities back toward optimal levels. An optimal level would be one in which a balance is achieved between risk and efficiency. A recent example of business attempting to maximize working capital management is the recurrent attention being given to the application of Six Sigma? methodology. Six Sigma? methodologies help companies measure and ensure quality in all areas of the enterprise. When used to identify and rectify discrepancies. inefficiencies and erroneous transactions in the financial supply chain. Six Sigma? reduces Days Sales Outstanding (DSO). accelerates the payment cycle. improves customer satisfaction and reduces the necessary amount and cost of working capital needs. There appear to be many success stories. including Jennifer Towne’s (2002) report of a 15 percent decrease in days that sales are outstanding. resulting in an increased cash flow of approximately $2 million at Thibodaux Regional Medical Center. Furthermore. bad debts declined from $3.4 million to $600.000. However. Waxer’s (2003) study of multiple firms employing Six Sigma? finds that it is really a “get rich slow” technique with a rate of return hovering in the 1.2 – 4.5 percent range. Even in a business using Six Sigma? methodology. an “optimal” level of working capital management needs to be identified. Even in a business using Six Sigma? methodology. an “optimal” level of working capital management needs to be identified. Industry factors may impact firm
Strategic transformations in Danish and Swedish big business in an era of globalisation, 1973-2008 The Danish and Swedish context In the difficult inter-war period, a state-supported, protected home market orientation had helped stabilise both Denmark’s and Sweden’s economies, but after WorldWar II priorities changed. Gradually and in accordance with the international economic development, restrictions on foreign trade were removed, and Danish and Swedish industry was exposed to international competition. As a consequence, several home market oriented industries –such as the textile and the shoe industry –were more or less outperformed, while in Sweden the engineering industry soon became the dominant leader of Swedish industry, with companies such as V olvo, Ericsson, Electrolux, ASEA and SKF. In the Danish case, the SMEs continued to be dominant but in combination with expanding export oriented industrial manufacturers such as Lego, Danfoss, Carlsberg and the shipping conglomerates ok and A.P. moller-Marsk. In Sweden and Denmark stable economic growth continued into the 1970s, but due to the problems during the oil crises, the economies came into fundamental structural troubles for the first time since World War II. In the beginning this was counteracted by traditional Keynesian policy measures. However, because of large budget deficits, inflation and increasing wages, both the Danish economy from 1974 and the Swedish economy from 1976 encountered severe problems. Towards the late 1970s Denmark’s and Sweden’s economic policies were thus increasingly questioned. It was clear that Keynesian policy could not solve all economic problems. Expansive fiscal policies in terms of continued deficits on the state budget could not compensate for the loss of both national and international markets and step by step the Keynesian economic policy was abandoned. The increased budget deficit also made it difficult for the state to support employment and regional development. These kinds of heavy governmental activities were also hardly acceptable under the more market oriented policy that developed first in Great Britain and the USA, but in the 1980s also in Denmark and Sweden (Iversen & Andersen, 2008, pp. 313–315; Sjo¨ gren, 2008, pp. 46–54). These changes in political priorities were especially noticeable in the financial market. After being the most state regulated and coordinated sector of the economy since the 1950s, then between 1980 and 1985 the Danish and Swedish financial markets underwent an extensive deregulation resulting in increased competition. Lending from banks and other credit institutes was no longer regulated, and neither were interest rates. The bond market was also opened as the issuance of new bond loans was deregulated in Sweden in 1983. When the control of foreign capital flows was liberalised in the late 1980s the last extraordinary restriction was now gone. Together with the establishment of the new money market with options and derivates, this opened up to a much larger credit market and the possibility for companies to finance investments and increase business domestically as well as abroad (Larsson, 1998, pp. 205–207). Another important part of the regulatory changes in the early 1980s were new rules for the Copenhagen and Stockholm stock exchanges. Introduction on the stock exchange was made much
客户关系管理的应用和理论研究述评与展望 摘要：客户关系管理理论在近几年来受到国内外管理界和信息技术界的重点关注，随着全球一体化发展带来的全球化市场竞争和客户竞争，客户关系管理也受到了企业的广泛推崇，因此客户关系管理成为近年来管理界和信息技术界发展最为迅速的领域之一。本文主要从客户关系管理的产生、客户关系管理的概念与内涵、企业客户关系管理的应用研究和理论研究状况展开，并对客户关系管理的研究进行了展望。 关键词：客户关系管理；营销理论；关系营销;数据挖掘 前言 著名的管理大师“现代管理学之父”彼得·德鲁克在其著作中提出，“顾客是企业的基石，是企业存活的命脉，只有顾客才能创造就业机会。企业经营的真谛是获得并留住顾客”。 自客户关系管理概念被提出以来，许多学者从不同视角对CRM展开了研究，并取得了许多有价值的理论贡献，企业和机构也在客户关系管理功能的诱惑下开始实施客户关系管理。 一、客户关系管理的起源 CRM（客户关系管理）起源于20世纪80年代初提出的“接触管理”（Contact Management），即专门收集整理客户与公司联系的所有信息。在 1984 年, Ives 和 Learmonth 提出了客户生命周期(CRLC)的概念,旨在客户生命周期的不同阶段支持并满足客户的所有需求, 被视为CRM 思想的萌芽。到90年代初期演变成为包括电话服务中心支援资料分析的客户关怀（Customer Care）。而作为一个概念来说，客户关系管理最早由美国Gartner Group提出，Gartner Group 最初认为，客户关系管理就是为企业提供全方位的管理视角，赋予企业更完善的客户交流能力，最大化客户的收益率。 客户关系管理的理论基础来源于西方的市场营销理论，通过回顾市场营销理论的发展，我们可以对客户关系管理的发展有整体的把握和了解。营销学家菲利普·科特勒总结了营销观念发展的五个演变阶段，包括生产观念、产品观念、推销观念、营销观念、社会营销观念。 前三个阶段是以“生产者为导向”的传统营销观念，后两个阶段成为现代市场营销观念，从传统营销观念到客户关系管理观念，企业对客户的态度发生了巨变。传统营销观念中企业没
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
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管理原则 也许在那些关于管理者这门学科的书中有许多关于管理的定义。许多定义是相对扼要和简单化的。一位早期的学者将它定义为“清楚地知道你想让人们去做什么，然后看着他们以最好最廉价的方式去完成它”。管理实际上是一个非常复杂的过程——远远比那些定义让我们知道的要复杂得多。因此，我们要建立一种管理的定义，从而能更好地了解这过程的实质。 管理是在一定的环境条件下通过对人员技术和资金等资源的利用和协调去设立和完成某一个组织目标的过程。这个过程有若干个核心包括计划和决策，组织，人员，领导，管理和控制。所有从事于这些工作的负责人在更大或更小的程度上都依赖于他们所承担的特殊的责任。当谈论管理的定义时，我们不应该忽略管理的原则。 管理的最基本原则在文明诞生时就存在了。当人们第一次开始群居生活和首次提高他们的生活质量时它就存在了。2500年前，巴比伦国王尼布甲尼撒二世决定把他的沙漠王国变成绿洲去取悦他的妻子。在公元前6世纪，尼布甲尼撒二世耗尽了国家财政部的金钱，雇佣劳动者和技术人员利用有限的资源建造一个宫殿，建造了完善的管网系统，把当地河流的水输送到皇宫里。当工程完成后，他在平台上种植漂亮稀有的花草树木。巴比伦的空中花园改变了这座城市。 尼布甲尼撒二世制定了一个目标。他要把沙漠中的主要城市变成绿洲。他利用和协调人员，技术和金钱去完成这一目标。他从王室金库中获得的资金去雇佣民工和技师并从附近地区购买材料。他在这种只能提供原始水管装置，建筑技术以及只能从茫茫沙漠中取得有限的材料的环境下完成了目标。最终，每个人在这个工程商所付出的努力创造了世界七大奇观之一。 2500年前，人们完成某项巨大的任务所运用的管理过程与如今运用的基本原理相似，管理者在执行这个过程是将它分成了5个部分。 这篇文章的主旨在于表达有关管理过程的一些观点和如何将它运用到我们所面临的不同的情况中去。你们所要学习的管理原则是指指导管理者的宗旨，原则或者是组织规范。他们会提供一个行动框架，为了有效的使用他们，一个人必须培养和使用技能的决策。理智决策是识别某个问题或机会，找到可行的方法去处理它并选择最好的方法的过程。因此，决策是最重要的管理活动。管理者必须决定去实施管理的每个功能以及每种情况所需要采取的相应的原则。 在这一点上，我们对于管理必须有两点最基本的理解。首先，在特定的环境下运用各种资源设立完成目标。第二，为了确保组织的成功，组织者必须满足他的技术要求，行政要求和责任制度。尽管这听起来很简单，但这两个原则却经过了几个世纪的发展才形成的。之后将要提到的所有原则都是随着时间的推移从各种来源中汲取的。一些原则来源于各人的直觉，然而其他的则反映了组织中那些成功企业家，著名商业巨子或者是富有创新精神的工作者的经验。直到十九世纪，直觉和经验仍是管理原则的基本来源 尽管本能和直觉曾经是商业管理的基础，但现在创业者创立新的企业经常以他们的直觉进行管理。在十九世纪70年代至80年代的电脑产业中，对技术很精通，但对管理知之甚少的企业家成立了数以百计的硬件和软件公司，一些存活下来，更多的则不是。许多公司开始发展得好是得益于创
外文翻译 原文 Foreign T rade o f China Material Source:W anfang Database Author:Hitomi Iizaka 1.Introduction On December11,2001,China officially joined the World T rade Organization(WTO)and be c a me its143rd member.China’s presence in the worl d economy will continue to grow and deepen.The foreign trade sector plays an important andmultifaceted role in China’s economic development.At the same time, China’s expanded role in the world economy is beneficial t o all its trading partners. Regions that trade with China benefit from cheaper and mor e varieties of imported consumer goods,raw materials and intermediate products.China is also a large and growing export market.While the entry of any major trading nation in the global trading system can create a process of adjustment,the o u t c o me is fundamentally a win-win situation.In this p aper we would like t o provide a survey of the various institutions,laws and characteristics of China’s trade.Among some of the findings, we can highlight thefollowing: ?In2001,total trade to gross domestic pr oduct(GDP)ratio in China is44% ?In2001,47%of Chinese trade is processed trade1 ?In2001,51%of Chinese trade is conduct ed by foreign firms in China2 ?In2001,36%of Chinese exports originate from Gu an gdon g province ?In2001,39%of China’s exports go through Hong Kong to be re-exported elsewhere 2.Evolution of China’s Trade Regime Equally remarkable are the changes in the commodity composition of China’s exports and imports.Table2a shows China’s annu al export volumes of primary goods and manufactured goods over time.In1980,primary goods accounted for 50.3%of China’s exports and manufactured goods accounted for49.7%.Although the share of primary good declines slightly during the first half of1980’s,it remains at50.6%in1985.Since then,exports of manufactured goods have grown at a much
XXX学院 毕业设计(论文)外文资料翻译 学院：计算机与软件工程学院 专业：计算机科学技术(软件工程方向) 姓名： 学号： 外文出处：GoyKakus.THE RESEARCH OFCUSTOMER RELATIONSHIP MANAGEMENT STRATEGY [J]. International Journal of Management Research & Review, 2017, 1(9): 624-635. 附件： 1.外文资料翻译译文；2.外文原文。 注：请将该封面与附件装订成册。
附件1：外文资料翻译译文 客户关系管理战略研究 Goy Kakus 摘要 客户关系管理解决方案，通过为你提供客户业务数据来帮助你提供客户想要的服务或产品,提供更好的客户服务、交叉销售和更有效的销售,达成交易,保留现有客户并更好地理解你的客户是谁。本文探讨了客户关系管理模型在获得、保持与发展策略方面的优势。然而,我们对其定义和意义还存在一些困惑。本文通过考察关系营销和其他学科方面的相关文献，解释了客户关系管理的概念基础,从而对客户关系管理的知识作出了贡献。 关键词:客户关系管理模型, 客户关系管理的博弈改变者与关键策略 引言 CRM 是客户关系管理的简称。它的特征在于公司与客户的沟通,无论是销售还是服务相关的。客户关系管理这一术语经常用来解释企业客户关系,客户关系管理系统也以同样的方式被用来处理商业联系, 赢得客户,达成合同和赢得销售。 客户关系管理通常被考虑作为一个业务策略，从而使企业能够: *了解客户 *通过更好的客户体验留住客户 *吸引新客户 *赢得新客户和达成合同 *提高盈利 *减少客户管理成本 *通过服务台等工具软件,电子邮件组织者和不同类型的企业应用程序，企业业务经常寻求个性化的在线体验。 设计精良的客户关系管理包括以下特征: 1．客户关系管理是一种以顾客为中心并以客户投入为基础的服务响应，一对一的解决客户的必需品, 买家和卖家服务中心直接在线互动,帮助客户解决他
A FIELD STUDY:SMALL MANUFACTURING COMPANIES In this section, the implementation of the proposed Integrated ABC-EVA System at two small manufacturing companies is presented. The managers of the companies wished for their company names to remain anonymous. T herefore, they will be referred to as “Company X” and “Company Y” from here on. Prior to the field study, both companies were using traditional costing systems. The overhead was allocated to product lines based on direct labor hours. In both companies, managers felt that their traditional costing systems were not able to provide reliable cost information. 1 Company X Company X, located in Pittsburgh, Pennsylvania, was a small manufacturing company with approximately 30 employees. Company X’s main products l ines were Overlays、Membranes、Laser、Roll Labels and N’Caps. In the mid 1990’s, a group of investors purchased the company from the previous owner-manager who had retired. At the time of the study, the company was managed by its former vice-president, who was supported by a three-person management group. Investors were primarily concerned with financial performance rather than daily decision-making. The management group was very eager to participate in the field study for two reasons. First, the management was under pressure from their new investors who were not satisfied with the current return from existing product lines; Second, management was trying to identify the most lucrative product line in order to initiate a marketing campaign with the biggest impact on overall profits. 2 Company Y Company Y, also located in Pittsburgh, Pennsylvania, was owned and managed by three owner-managers who bought the company from a large corporation in the mid 1990’s, Company Y employed approximately 40 people. The majority of this compa ny’s business was in the area of manufacturing electrical devices and their main product lines were Motors and Motor Parts、Breakers、and Control Parts. Company Y sold its products in the domestic market as well as abroad. A portion of the company’s output was sold directly to end-users, while the remainder was sold with the help of independent distributors. The management of Company Y was
Journal of Economic Surveys, 2006, 11: 24-25. Green Barriers Trade and its Influences on China's Foreign Trade Thomas J. Sargent ABSTRACT In recent years, green consumption has become a main trend of the consumption in many developed countries and these countries began to make strict standards to restrict the entry of foreign products below their standards of environmental protection. Key words：Green Barriers; products; Trade In recent years, green consumption has become a main trend of the consumption in many developed countries and these countries began to make strict standards to restrict the entry of foreign products below their standards of environmental protection. These regulations have many unfavorable influences on the export of developing countries and are generally known as "Green Barriers to trade". In accordance with the provisions of the Agreement on Green Barriers to Trade of WTO, "Green Barriers to Trade" is defined as the compulsory and arbitrary Green regulations, standards and conformity assessment procedures of the importing countries in the name of the protection of human health and environment that actually form barriers to trade with an aim to protect its home market and domestic products. 1. Analysis on the causes of formation of "Green Trade Barriers" Firstly, the worsening of ecology is the major reason for "Green Barriers". With the development of industry and technology, the economy increases very fast and the human life has been improved. But at the same time, the development of economy is at a cost of the destruction of environment. The environmental problems have aroused public attention and the international society has begun to make laws to protect environment. In June, 1972, the United Nations published the Stockholm Declaration and stressed the importance of the protection of environment. From then on, more and more people concern about the environmental problems. The concept of environment has influenced the life of humankinds in every layer and the developed countries began to make very strict
CUSTOMER RELATIONSHIP MANAGEMENT As. univ. drd. Mihaela Cornelia Prejmerean Lect. univ. dr. Alina Mihaela Dima Academy of Economic Studies, Bucharest Abstract: After 17 years of economical and market development, Romanian companies face a new challenge: the tough competition from the European Union and the battle for the customers. The Romanian enterprises will have to learn not only how to attract customers, but also how to keep them. Marketing programs include now aspects regarding customer orientation, relationship management, loyalty and quality. In this paper, we will follow the main aspects, characteristics, dimensions and processes of Customer Relationship Management, and we will analyze the challenges that the local companies will have to face. Examples from the financial service sector will round the actual situation of the implementation of the CRM rules and principles in Romania. Keywords: marketing information system; customer relationship management; business asset, customer acquisition; customer retention. 1. Introduction In the last decade, the majority of the companies were preoccupied with production, recession, mergers, new technologies and business regulation. Romania’s accession in the European Union will bring many advantages for further development, together with membership in a Common Market with common policies on product regulation, and freedom of movement for all the four factors of production (goods, services, capital and labor). This means that Romanian companies will compete with other companies from the EU directly in their home market. European companies are more flexible and mobile and will put a high pressure on the local companies in order to produce better products, launch better offers and services and orientate more towards their customers. High revenue equals important customer is a classic rule when the company organises its customer policy. “An imp ortant customer brings a gross amount of money for our enterprise” has become a reflex for many compa nies abroad and perhaps in Romania, too. But is this always true, or do we need more information than a simple figure reported at the end of the year? 2. Marketing information system A winning company is more productive in acquiring and retaining customers, to