SURF原论文翻译

外文文献翻译译稿1卡尔曼滤波的一个典型实例是从一组有限的，包含噪声的，通过对物体位置的观察序列（可能有偏差）预测出物体的位置的坐标及速度。

在很多工程应用（如雷达、计算机视觉）中都可以找到它的身影。

同时，卡尔曼滤波也是控制理论以及控制系统工程中的一个重要课题。

例如，对于雷达来说，人们感兴趣的是其能够跟踪目标。

但目标的位置、速度、加速度的测量值往往在任何时候都有噪声。

卡尔曼滤波利用目标的动态信息，设法去掉噪声的影响，得到一个关于目标位置的好的估计。

这个估计可以是对当前目标位置的估计（滤波），也可以是对于将来位置的估计（预测），也可以是对过去位置的估计（插值或平滑）。

命名[编辑]这种滤波方法以它的发明者鲁道夫.E.卡尔曼（Rudolph E. Kalman）命名，但是根据文献可知实际上Peter Swerling在更早之前就提出了一种类似的算法。

斯坦利。

施密特（Stanley Schmidt）首次实现了卡尔曼滤波器。

卡尔曼在NASA埃姆斯研究中心访问时，发现他的方法对于解决阿波罗计划的轨道预测很有用，后来阿波罗飞船的导航电脑便使用了这种滤波器。

关于这种滤波器的论文由Swerling（1958）、Kalman (1960)与Kalman and Bucy（1961）发表。

目前，卡尔曼滤波已经有很多不同的实现。

卡尔曼最初提出的形式现在一般称为简单卡尔曼滤波器。

除此以外，还有施密特扩展滤波器、信息滤波器以及很多Bierman, Thornton开发的平方根滤波器的变种。

也许最常见的卡尔曼滤波器是锁相环，它在收音机、计算机和几乎任何视频或通讯设备中广泛存在。

以下的讨论需要线性代数以及概率论的一般知识。

卡尔曼滤波建立在线性代数和隐马尔可夫模型（hidden Markov model）上。

其基本动态系统可以用一个马尔可夫链表示，该马尔可夫链建立在一个被高斯噪声（即正态分布的噪声）干扰的线性算子上的。

系统的状态可以用一个元素为实数的向量表示。

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Speeded-Up Robust Features (SURF)Herbert Bay, Andreas Ess, Tinne Tuytelaars, Luc Van Gool摘要这篇文章提出了一种尺度和旋转不变的检测子和描述子，称为SURF(Speeded-Up Robust Features)。

SURF在可重复性、鉴别性和鲁棒性方面都接近甚至超过了以往的方案，同时计算和比较的速度更快。

这依赖于使用了积分图进行图像卷积、使用现有的最好的检测子和描述子（特别是，基于Hessian矩阵方法的检测子，和基于分布的描述子）、以及简化这些算法到了极致。

这些最终实现了新的检测、描述和匹配过程的结合。

本文包含对检测子和描述子的详细阐述，之后探究了一些关键参数的作用。

作为结论，我们用两个目标相反的应用测试了SURF的性能：摄像头校准（图像配准的一个特列）和目标识别。

我们的实验验证了SURF在计算机视觉广泛领域的实用性。

1.引言在两个图片中找到相似场景或目标的像素点一致性，这是许多计算机视觉应用中的一项任务。

图像配准，摄像头校准，目标识别，图像检索只是其中的一部分。

寻找离散像素点一致性的任务可以分为三步。

第一，选出兴趣点并分别标注在图像上，例如拐角、斑块和T型连接处。

兴趣点检测子最有价值的特性是可重复性。

可重复性表明的是检测子在不同视觉条件下找到相同真实兴趣点的能力。

然后，用特征向量描述兴趣点的邻域。

这个描述子应该有鉴别性，同时对噪声、位移、几何和光照变换具有鲁棒性。

最后，在不同的图片之间匹配特征向量。

这种匹配基于向量间的马氏或者欧氏距离。

描述子的维度对于计算时间有直接影响，对于快速兴趣点匹配，较小的维度是较好的。

然而，较小的特征向量维度也使得鉴别度低于高维特征向量。

我们的目标是开发新的检测子和描述子，相对于现有方案来说，计算速度更快，同时又不牺牲性能。

为了达成这一目标，我们必须在二者之间达到一个平衡，在保持精确性的前提下简化检测方案，在保持足够鉴别度的前提下减少描述子的大小。

英文论文（外文文献）翻译成中文的格式与方法英文论文（外文文献）翻译成中文的格式与方法本文关键词：外文，英文，中文，翻译成，文献英文论文（外文文献）翻译成中文的格式与方法本文简介：在撰写毕业设计（论文）或科研论文时，需要参考一些相关外文文献，了解国外的最新研究进展，这就需要我们找到最新最具代表性的外文文献，进行翻译整理，以备论文写作时参考，外文文献中英文文献占绝大多数，因此英文论文准确的翻译成中文就显得尤为重要！一、外文文献从哪里下载1、从知网国际文献总库中找英文论文（外文文献）翻译成中文的格式与方法本文内容：在撰写毕业设计（论文）或科研论文时，需要参考一些相关外文文献，了解国外的最新研究进展，这就需要我们找到最新最具代表性的外文文献，进行翻译整理，以备论文写作时参考，外文文献中英文文献占绝大多数，因此英文论文准确的翻译成中文就显得尤为重要！一、外文文献从哪里下载1、从知网国际文献总库中找，该数据库中包含14,000多家国外出版社的文献，囊括所有专业的英文文献资料。

2、一些免费的外文数据库或网站，为了方便大家查找，编者整理成文档供大家下载：国外免费文献数据库大全下载3、谷歌学术检索工具，检索时设置成只检索英文文献，键入与专业相关的关键词即可检索。

二、英文论文翻译格式与要求翻译的外文文献的字符要求不少于1.5万（或翻译成中文后至少在3000字以上）。

字数达到的文献一篇即可。

翻译的外文文献应主要选自学术期刊、学术会议的文章、有关着作及其他相关材料，应与毕业论文（设计）主题相关，并作为外文参考文献列入毕业论文（设计）的参考文献。

并在每篇中文译文首页用＂脚注＂形式注明原文作者及出处，中文译文后应附外文原文。

需认真研读和查阅术语完成翻译，不得采用翻译软件翻译。

中文译文的编排结构与原文同，撰写格式参照毕业论文的格式要求。

参考文献不必翻译，直接使用原文的（字体，字号，标点符号等与毕业论文中的参考文献要求同），参考文献的序号应标注在译文中相应的地方。

论文英文翻译Translation of an academic paper into EnglishTranslation of an academic paper into English requires a thorough understanding of both the source language and the target language, as well as a good knowledge of the subject matter. Here are some steps to follow when translating an academic paper:1. Read the original paper: Start by reading the original paper carefully to get an understanding of the main ideas, arguments, and structure. Take note of any technical terms or jargon used.2. Research the subject: If you are not familiar with the subject of the paper, conduct some research to gain a deeper understanding. This will help you grasp complex concepts and ensure accurate translation.3. Identify the target audience: Determine who the intended readership of the translated paper will be. This will help you determine the appropriate level of language and tone to use in the translation.4. Plan the translation: Before starting the translation, make a plan of how you will approach the text. Break it down into smaller sections and set deadlines for each section to ensure a consistent and timely translation.5. Translate sentence by sentence: Start translating the paper sentence by sentence, keeping the meaning and tone of the original intact. Use appropriate grammar and vocabulary in the targetlanguage to convey the same ideas.6. Verify accuracy: Once the translation is complete, go back and review the entire paper to ensure accuracy and consistency. Pay attention to details such as citation formats, footnotes, and references to make sure they adhere to academic standards.7. Proofread and edit: After verifying accuracy, proofread the translation for any errors in grammar, spelling, or punctuation. Additionally, edit the text to refine the language and improve its readability.8. Formatting and final touches: Format the translated paper according to the appropriate academic standards, including fonts, headings, page numbering, and line spacing. Finally, proofread the final version again before submitting it.Remember to consult academic dictionaries, glossaries, and credible resources to ensure accurate translation of specialized terms and concepts. Keep in mind that translation is not simply converting words from one language to another but conveying the intended meaning while maintaining the style and essence of the original text.。

英汉互译中的“词无定义”与“词无定译”1 引言英语中有一句话：Meanings rest in people, not in words. (Ronald et al, 2008: 28) 是说英语词义往往不固定，由人们在使用时赋予实际的词义。

中国则有“诗无达诂”一说，认为一个词（汉语往往从字着手）并不局限于一种解释，不排除一字多解以及一词多义。

英汉互译过程中由于词语的这种特性会产生“词无定译”的问题，但是在具体的语境和已知的上下文中，译亦有法。

词无定义产生“词无定义”的原因何在呢？原因之一：一词多义。

例如英语词man，除了解释为“人、男人”，有许多常用的词义。

举例如下：1) men and women 男人和女人2) the origin of man 人类的起源3) man and wife 夫妻4) officers and men 官兵5) chessboard and men 棋盘和棋子6) a Yale man 耶鲁大学学生（与校名连用）7) a man of God 传教士8) like master, like man 有其主必有其仆9) Be a man! 做个男子汉！另外，man 还可以用作呼语，相当于“老兄或老弟”之类的表达。

汉语的情况与此类似，多义字很常见。

如“白”字：1) 蓝天白云——颜色2) 一穷二白——空无一物3) 红白喜事——丧事4) 真相大白——弄清楚5) 满纸白字——写错（或读错）的6) 文白相间——普通话的书面形式7) 白了他一眼——斜眼8) 雄鸡一唱天下白——天亮9) 瞎子点灯白费蜡——徒然10)便可白公姥，及时相遣归——说明，陈述一词多义的产生，一方面是因为搭配的不同而词义不同，另一方面是由于在不同的语境（上下文）或文体中，词义亦有变化。

例如case用在医院指“病例”，用在法院就是“案例”了。

再看下面三个句子：He is writing a history of Europe. 他在写一部欧洲（历）史。

Open Access Library JournalDesign of a 16.5 Megapixel Camera Lens fora Mobile PhoneYuke Ma, V. N. BorovytskyDepartment of Optical and Optoelectronic Devices, National Technical University of Ukraine, Kyiv, UkraineEmail: sherry_rain@Received 15 February 2015; accepted 2 March 2015; published 6 March 2015Copyright © 2015 by authors and OALib.This work is licensed under the Creative Commons Attribution International License (CC BY)./licenses/by/4.0/AbstractA 16.5 megapixel camera lens for a mobile phone is designed. The lens consists of 3 plastic as-pheric lenses, one glass spheric lens and an infrared glass filter. CMOS OV16850 with a pixel size of1.12 micrometers from Omni Vision is used as an image sensor. The lens has an effective focal lengthof 4.483 mm, a F-number of 2.50, a field-of-view (FOV) of 76.2 degree, and a total length of 5.873 mm.The maximum distortion of the lens is less than 2.0%. The minimum value of all field relative il-lumination is over 39.8%.KeywordsMobile Phone Camera Lens, 16.5 Megapixel Sensor, ZemaxSubject Areas: Mobile Computing Systems, Optical Communications1. IntroductionOn 7 October 2014, Omni Vision Technologies Inc. (NASDAQ:OVTI) announced a 16.5 megapixel digital im-age sensor OV16850 [1]. To design a 16-megapixel camera lens in a compact size is not a trivial task [2]. In the published papers, Song et al. (2010) [3] studied a 5 megapixel camera lens for mobile phone by a structure of 4 pieces of plastic aspheric lens. Recently, Peng (2013) [4] investigated a 8 megapixel camera lens for cell phone by using 1 glass and 3 pieces of plastic aspheric lens (1G3P) to complete the optical system. Yin et al. (2014) [5] investigated a 13 megapixel camera lens for mobile phone by choosing a 5 pieces of plastic aspheric lens (5P) structure configuration.This paper presents a detailed design of a 16.5 megapixel camera lens by a 1P1G2P lens configuration for the first time to our knowledge.Sensor OV16850 has the following specifications: pixel size of 1.12 micrometers, resolution of 5408 pixel × 3044 pixel, diagonal length of 6.95 mm or the image height, and the chief ray angle (CRA) of 33.4 degree. Ny-quist sampling frequency of the sensor can be calculated via 1000/(2 × 1.12) = 446 lp/mm. So the limited reso-Y. K. Ma, V. N. Borovytsky lution of the camera lens should be better than 446 lp/mm. An image height of 6.95 mm and a FOV of 76.2 de-gree of lens determine a focal length of 4.432 mm. We set the effective focal length (EFFL) of the lens to be less than 4.5 mm, so the total optical length (TOL) of a camera lens for a mobile phone can be confined to 5.90 mm. The specification parameters for a 16.5 M pixel mobile phone camera lens are summarized in Table 1.2. Design Method2.1. Optical MaterialsOptical resin E48R from Zeonex [6] is used in this design. The optical resin offers high transparency, low fluo-rescence, low birefringence, low water absorption, low cost, high heat resistance, and easy molding for massive production. Since the lens has a large FOV, and its high order optical aberrations such as high order spherical aberration, astigmatism, coma, high order chromatic aberrations, etc., is rather large, in order to have a more steady and clear picture, one element of the lens is set to be an aspheric glass lens, the material of the 2nd ele-ment is SF56A with a optical refractive index of 1.785 and a dispersion coefficient of 26.08, the first, the third and the fourth element of the lens are chosen to be E48R, whose optical refractive index is 1.531 and the cor-respondent dispersion coefficient is 56.0, the fifth element is an infrared filter (IR), and the last is a cover glass BK9.2.2. Design ProceduresZemax [7] is used to simulate the lens optical system. Considering low price and massive production, an initial configuration 1P1G2P of the lens is chosen for the design by trial and error process. There are 6 elements in this lens, the first to the fourth element is the aspheric lens respectively, the fifth element is an IR filter and the sixth is a glass cover of the sensor. All the surfaces of the element 1 to 4 are set to even aspheric profiles, the fifth and the sixth elements are plane. Radius, thickness of each surface from 1 to 8 is set to be variable, all surface conic constants as well as aspheric coefficients are set to be variable either.2.3. Optimization ProceduresThe optimization procedure includes three steps.Step 1 1) Using operand EFFL to define the effective focal length of the lens, using operand TOTR to confine the total optical length of the lens system, using operand RAID to confine the CRA, using operand REAY to de-fine the image height; 2) The merit function also consisted of operands MNCA, MXCA and MNEA to define the air thickness and air boundary constrains, meanwhile operands MNCG, MXCG and MNEG are used to glass case either; 3) Initially, operand LONA is used to control the spherical aberration, LACL is used to control the lateral color for this focal system. TRAY and SUMM are used to control the coma, and operand DIMX is used to control the distortion of each field of view; 4) Using operand TRAY, DIFF, RAGC, ACOS and TANG to control tangential curvature; 5) Using operand TRAY, DIFF, RAGC, ACOS, TANG, CONS and PROD to con-trol sagittal curvature; 6) Operand TRAC is used to control the spot size of each field of view for the whole wa-velength.Step 2 After the initial optimization, high order controlling operands are added in the merit function, i.e., 1) Using operand TRAY, RAGC, ACOS, TANG, DIVI and DIFF to control the axial and longitudinal chromatic aberrations; 2) Using operand TRAY, RAGC, ACOS, TANG, DIVI, CONS, PROD and DIFF to control the high order spherical aberration; 3) Using TRAY, DIVI and DIFF to control the high order chromatic spherical aber-ration; 4) Using FCGT, FCGS, DIFF and SUMM to control the astigmatism.Step 3 Siedel coefficients are observed after each optimization completed, the layout is watched to show a reasonable configuration. At last, 1) Both MTFS, MTFT is added to the merit function to improve the lens reso-lution; 2) Meanwhile TRAC is replaced by operand OPDX; 3) Weight in merit function is always ready to change to optimize some heavy contribution items in order to get a reasonable lens configuration.Table 1.The specification parameters for a mobile phone camera lens of 16.5 megapixels.EFFL TOL FOV F-number Image height CRA Relativeillumination distortionBack focal length<4.5 mm <5.9 mm 76.2 degree 2.50 >6.95 mm <33.4 degree >35% <2% >0.2 mmY. K. Ma, V. N. Borovytsky3. ResultsThe optimized lens configuration is shown in Figure 1, the correspondent lens data are listed in Table 2 and Table 3. The lens has a total track of 5.873 mm, with an effective focal length of 4.483 mm, and of a back focal length 0.207 mm. The lens has a FOV of 76.2 degree, the image height is 6.97 mm which is a little larger than the CMOS sensor size and implies an easy installation of the CMOS sensor to the lens module. The CRA is less than 33.4 degree; a good coupling between the optics and the COMS is expected.The Spot Diagram, MTF, curvature and distortion, lateral color, chromatic focal shift, and relative illumina-tion can be used to evaluate the lens design. The RMS radius of spot size shall be less than three times of the pixel size (Yu [8]), to this design, it is 3.36 micrometer. The RMS spots of all fields are shown in Figure 2. The RMS spot radius of fields 1 - 6 (FOV 0.000 to FOV 0.787) is 2.545 μm, 2.761μm, 2.662μm, 2.856 μm, 2.337 μm, and 2.091μm respectively, much less than the imaging needs of the CMOS sensor, meanwhile the radius of spot size of field 7 (FOV 0.92) is 5.641 μm and that of field 8 (FOV 1.0) is 4.985μm, very close to this need, that is to say that the whole FOV can image very clearly.Table 2. Lens configuration data.Surf: type Radius Thickness Glass Semi-diameter Conic OBJ Standard Infinity Infinity Infinity 0.000STO Even asphere 3.134 1.413 E48R 1.077 4.1312 Even asphere −3.115 0.021 1.233 1.6043 Spheric −2.252 0.445 SF56A 1.219 0.0004 Spheric −9.057 0.512 1.346 0.0005 Even asphere −4.306 1.378 E48R 1.409 4.8686 Even asphere −2.443 0.938 1.823 −1.2047 Even asphere −2.310 0.354 E48R 2.167 −8.7898 Even asphere −5.332 0.300 3.174 1.6419 Standard Infinity 0.313 BK7 3.222 0.00010 Standard Infinity 0.200 3.344 0.000IMA Standard Infinity 3.485 0.000 Table 3. Aspheric coefficients of each correspondent surface. Aspheric coefs A B C D E F G HSTO Evenasphere 0.050 −0.015 −5.30E-003 −3.136E-003 −3.048E-003 0.000 0.000 0.0002 Evenasphere −0.043 −0.015 −0.012 3.559E-003 −2.045E-003 0.000 0.000 0.0003 Evenasphere 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.0004 Evenasphere 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.0005 Evenasphere 0.093 −0.033 −1.072E-003 −3.462E-003 −4.413E-004 0.000 0.000 0.0006 Evenasphere −0.060 9.480E-003 −2.006E-003 −9.711E-004 −1.576E-004 1.665E-003 0.000 0.0007 Evenasphere −0.101 −6.280E-003 1.653E-003 −1.796E-003 3.519E-004 4.051E-005 −9.441E-006 0.0008 Evenasphere 0.196 −0.012 1.030E-003 3.686E-007 −1.956E-006 −4.296E-007 5.719E-008 −3.874E-010Y. K. Ma, V. N. BorovytskyFigure 1. 16.5 M pixels mobile phone camera lens layout.Figure 2. 16.5 M pixels mobile phone camera lens spot diagram.Y. K. Ma, V. N. Borovytsky MTF is a comprehensive standard to evaluate the imaging nature of a lens. In this design, the MTF value of central field at 223 lp/mm is 53.4% and 21.4% at 446 lp/mm. For FOV 0.8 zone, MTF value at 223 lp/mm is more than 37.6% in sagittal plane and more than 32.6% in tangential plane, at 446 lp/mm, MTF value is more than 14% in sagittal plane and more than 2% in tangential plane. The MTF curve is shown in Figure 3.The curvature and distortion of the lens is shown in Figure 4; it is shown in Figure 4 that the lens has a low field curvature; it is within 0.05, much less than the imaging need 0.1, and the distortion is less than 2%. It meets the design need.Figure 3.16.5 M pixels mobile phone camera lens MTF curve.Figure 4. Field curvature and distortion of a 16.5 M pixels mobile phone camera lens.Y. K. Ma, V. N. Borovytsky Both the lateral color and chromatic focal shift of the lens revealed a nearly diffraction limited design of this 16.5 M pixels mobile phone camera lens. They are shown in Figure 5 and Figure 6 respectively. In Figure 5, the lateral color of the maximum field is within the Airy disk which implies a diffraction limited design.It is also indicated in Figure 6that the chromatic focal shift of the lens is within diffraction limited. Relative illumination of the lens should be checked; it is shown Figure 7. It can be found in Figure 7that the minimum of the relative illumination value is 40%. Both an auto gain controlling circuit and an auto balance controlling circuit can keep a uniform brightness of the image. It is concluded that this design of a 16.5 M pixels mobile phone camera lens can meet the design needs.Figure 5.The lateral color of a 16.5 M pixels mobile phone camera lens.Figure 6.Chromatic focal shift of a 16.5 M pixels mobile phone camera lens.Y. K. Ma, V. N. BorovytskyFigure 7.Relative illumination of a 16.5 M pixels mobile phone camera lens.At last, a tolerance analysis was made and the results show that a 5 μm deviation in radius, thickness, a 10μm deviation in decenter, and a 0.2 degree in tilt are permitted. It is also shown in Table 2 that the smallest thick-ness of the plastic piece is 0.354 mm which means that a precision injection molding for massive production of the plastic lens elements can be expected. The glass element for this design is set to be a standard spheric surface for an easy production consideration.In conclusion, this 16.5 M pixels mobile phone camera lens is a practical design.4. ConclusionBy using Zemax, a 16.5 M pixels mobile phone camera lens is designed. The lens consists of 3 plastic aspheric lenses, one glass spheric lens and an infrared glass filter. OV16850 whose pixel size of 1.12 micrometer from Omnivision is used as a image sensor. The lens has an effective focal length of 4.483 mm, a F-number of 2.50, a field-of-view (FOV) of 76.2 degree, and a total length of 5.873 mm. This is a practical design for a 16.5 M pix-els mobile phone camera lens.References[1]Geary, J.M. (2002) Introduction to Lens Design with Practical Zemax Example. Willmann-Bell Inc., Richmond.[2]Zhang, P., et al. (2009) Design of a 5 Megapixel Mobile Phone Camera Lens. Journal of Applied Optics, 30, 934-938.[3]Song, D.F., et al. (2010) Design of Lens for 5 Mega-Pixel Mobile Phone Cameras. Journal of Applied Optics, 31, 34-38.[4]Peng, X.F. Design of High Pixel Mobile Phone Camera Lens. Research Journal of Applied Sciences, Engineering andTechnology, 6, 1160-1165.[5]Yin, Z.D., et al. (2014) Optical Design of a 13 Megapixel Mobile Phone Camera Lens. Laser & Optoelectronics Progress,51, 163-168.Y. K. Ma, V. N. Borovytsky[6]World’s Foremost Optical Polymer for Precision-Molded Optics. /optics.aspx[7][8]Yu, D.Y. (1999) Engineering Optics. China Mechanical Press, Beijing.。

本科生毕业设计（论文）外文翻译学院：商贸学院学号： *********专业班级：市场营销1301班学生姓名：**指导教师：**年月日Marketing Channels and Value NetworksMost producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user.Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators.The Importance of ChannelsA marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management faces. In the United States channel members collectively have earned margins that account for 30 to 50 of the ultimate selling price. In contrast advertising typically has accounted for less than 5 to 7 of the final price. Marketing channels also represent a substantial opportunity cost. One of the chief roles of marketing channels is to convert potential buyers into profitable customers. Marketing channels must not just serve markets they must also make markets.The channels chosen affect all other marketing decisions. The company’s pricing depends on whether it uses mass merchandisers or high-quality boutiques. The firm’s sale force and advertising decisions depend on how much training and motivation dealers need. In addition channel decisions include relatively long-term commitments with other fins as well as a set of policies and procedures. When an automaker signs up independent dealers to sell its automobiles the automaker cannot buy them out the next day and replace them with company-owned outlets. But at the same time channel choices themselves depend on the company’s marketing strategy with respect to segmentation targeting and positioning. Holistic marketers ensure that marketing decisions in all these different areas are made to collectively maximize value.In managing its intermediaries the firm must decide how much effort to devote to push versus pull marketing. A push strategy uses the manufacturers sales force trade promotion money or other means to induce intermediaries to carry promote and sell the product to end users. Push strategy is appropriate where there is low brand loyalty in a category brand choice is made in the store the product is an impulse itemand product benefits are well understood. In a pull strategy the manufacturer uses advertising promotion and other forms of communication to persuade consumers to demand the product from intermediaries thus inducing the intermediaries to order it .Pull strategy is appropriate when there is high brand loyalty and high involvement in the category when consumers are able to perceive differences between brands and when they choose the brand before they go to the store. For years drug companies aimed ads solely at doctors and hospitals but in 1997 the FDA issued guidelines for TV ads that opened the way for pharmaceuticals to reach consumers directly. This is particularly evident in the burgeoning business of prescription sleep aids.Top marketing companies such as Coca-Cola Intel and Nike skillfully employ both push and pull strategies. Marketing activities directed towards the channel as part of a push strategy are more effective when accompanied by a well-designed and well-executed pull strategy that activates consumer demand. On the other hand without at least some consumer interest it can be very difficult to gain much channel acceptance and supportChannel DevelopmentA new firm typically starts as a local operation selling in a fairly circumscribed market using existing intermediaries. The number of such intermediaries is apt to be limited: a few man ufacturer’s sales agents a few wholesalers several established retailers a few trucking companies and a few warehouses. Deciding on the best channels might not be a problem the problem is often to convince the available intermediaries to handle the firm’s line.If the firm is successful it might branch into new markets and use different channels in different markets. In smaller markets the firm might sell directly to retailers in larger markets it might sell through distributors. In rural areas it might work with general-goods merchants in urban areas with limited-line merchants. In one part of the country it might grant exclusive franchises in another it might through outlets to handle the merchandise. In one country it might use international sales agents in another it might partner with a local firm.International markets pose distinct challenges. Customers shopping habits canvary by countries and many retailers such as Germany's Aldi the United Kingdoms Tesco and Spains Zara have redefined themselves to a certain degree when entering anew market to better tailor their image to local needs and wants. Retailers that have largely stuck to the same selling formula regardless of geography such as Eddie Bauer Marks amp Spencer and Walt-Mart-marketing strategy for Its entrance into 1 MUS. market to slack different national manufacturer have sometimes encountered trouble in entering new markets.In short the channel system evolves as a function of local opportunities and conditions emerging threats and opportunities company resources and capabilities and other factors. Consider some of the challenges Dell has encountered in recent ye ars.Hybrid ChannelsToday’s successful companies are also multiplying the number of quot go-to-market quotor hybrid channels in anyone market area. In contrast to Dell HP has used its sales force to sell to large accounts outbound telemarketing to sell to medium-sized accounts direct mail with an inbound number to sell to small accounts retailers to sell to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites.Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.）What’s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc. large accounts outbound telemarketing to sell to medium-sizedaccounts direct mail with an inbound number to sell to small accounts retailers to sel l to still smaller accounts and the Internet to sell specialty items. Staples markets through its traditional retail channel a direct-response Internet site virtual malls and thousands of links on affiliated sites.Companies that manage hybrid channels must make sure these channels work well together and match each target customers preferred ways of doing business. Customers expect channel integration characterized by features such as: the ability to order a product online and pick it up at a convenient retail location；the ability to return an online-ordered product to a nearby store of the retailer；the right to receive discounts and promotional offers based on total online and off-line purchases. Circuit City estimated in-store pick-ups accounted for more than half its online sales in 2006. Here’s a specific example of a company that has carefully managed its multiple channels. REI（Recreation Equipment Inc.）What’s more frustrating: buying hiking boots that cripple your feet or trying on the perfect pair only to find the store is out of stock in the size or style you want at Recreational Equipment Inc. Understanding Customer NeedsConsumers may choose the channels they prefer based on a number of factors:the pr ice product assortment and convenience of a channel option as well as theirown particular hopping goals economic social or experiential.As with products segmentation exists and marketers employing different types of channels must be aware that different consumers have different needs during the purchase process.Researchers Nunes and Cespedes argue that in many markets buyers fall intoone off our categories.Habitual shoppers purchase from the same places in the same manner over time. High-value deal seekers know their needs and quot channel surf quot a great dealbefore buying at the lowest possible price.Variety-loving shoppers gather information in many channels take advantageof high touch services and then buy in their favorite channel regardless of price. High-involvement shoppers gather information in all channels make their purchase in a low- cost channel but take advantage of customer support from a high-touch channel.One study of 40 grocery and clothing retailers in France Germany and theUnited Kingdom found that retailers in those countries served three types of shopper s:1. Service/quality customers who cared most about the variety and performance of products in stores as well as the service provided .2. Price/value customers who wer e most concerned about spending their money wisely .3. Affinity customers who primarily sought stores that suited people like themselves or the members of groupsthey aspired to join. As Figure 15.1 shows customer profiles for these types of retailers differed across the three markets: In France shoppers placed more importance on service and quality in the United Kingdom affinity and in Germany price and value.Even the same consumer though may choose to use different channels for different functions in making a purchase. For instance someone may choose to browse through a catalog before visiting a store or take a test-drive at a dealer before ordering a car online. Consumers may also seek different types of channels dependin g on the particular types of goods involved. Some consumers are willing to quot trade upquotto retailers offering higher-end goods such as TAG Heuer watches or Ca lla way golf clubs these same consumers are also willing to quot trade down quot to discount retailers to buy private-label paper towels detergent or vitamins. Value NetworksA supply chain view of a firm sees markets as destination points and amounts to a l inear view of the flow. The company should first think of the target market howeve r and then design the supply chain backward from that point. This view has been cal led demand chain planning. North westerns Don Schultz says: quot A demand chai n management approach doesn’t just push things through the system. It emphasize s what solutions consumers are looking for not what products we are trying to sell th em.Quot Schultz has suggested that the traditional marketing quot four Ps quot be replaced by a new acronym SIVA which stands for solutions information value and access.An even broader view sees a company at the center of a value network-a systemof partnerships and alliances that a firm creates to source augment and deliver its offerings. A value network includes a firms suppliers and its suppliers suppliers an diets immediate customers and their end customers. The value network includes valu ed relations with others such as university researchers and government approval agencies.Demand chain planning yields several insights. First, the company can estimate whe ther more money is made upstream or downstream, in case it might want to integrate backward. or forward. Second, the company is more aware of disturbances anywher e in the supply chain that might cause costs, prices, or supplies to change suddenly. Third, companies can go online with their business partners to carry on faster and m ore accurate communications, transactions, and payments to reduce costs, speed up information, and increase accuracy. With the advent of the Internet, companies are fo rming more numerous and complex relationships with other firms.Managing this value network has required companies to make increasing investment s in information technology and software. They have invited such software firms as SAP and Oracle to design comprehensive enterprise resource planning systems to m anage cash flow, manufacturing, human resources, purchasing, and other major funct ions within a unified framework. They hope to break up department silos and carry o ut core business processes more seamlessly. Marketers, for their part, have traditiona lly focused on the side of the value network that looks toward the customer. In the fu ture, they will increasingly participate in and influence their companies’ upstream ac tivities and become network managers, not only product and customer managers.营销渠道与价值网络管理公司的混合渠道必须确保这些渠道一起工作和相互匹配的目标客户首选的做生意的方式。

毕业论文英文翻译把汉语译成英语或把英语译成汉语是一种语言活动，它既涉及汉英两种语言本身的知识，也涉及多方面的文化背景知识。

下文是店铺为大家整理的关于英文翻译毕业论文的内容，欢迎大家阅读参考!英文翻译毕业论文篇1英文翻译本质浅析【摘要】尽管翻译是人类最早从事的智力活动之一，但是对“翻译到底是什么”这个本质的问题人们至今也没达成共识。

实际上，译学上的许多重大问题，如翻译的标准问题、直译或意译的问题、翻译是科学还是艺术的问题，最终都可以归结为对翻译本质认识的不同。

笔者在拜读过一篇篇高论后，认识到对翻译本质的讨论集中起来涉及两点，一是翻译是一种怎样的活动，二是翻译是一种什么性质的活动;前者讨论翻译的定义，后者涉及翻译的概念、分类和性质。

【关键词】英文翻译定义性质一、翻译的定义许多人曾为翻译下过定义。

卡特福德给翻译下的定义是：the replacement of textual material in one language (SL)by equivalent textual material in another language (TL)。

(Catford，1965)即“一种语言(译出语)的话语材料被另一种语言(译入语)中的对等的话语材料替代”。

在这里，翻译似乎主要是两种存在状态，一种是源语，一种是译语，既不讲翻译主体，也没有提到翻译过程，很难说它说中了翻译活动的实质。

费道罗夫认为“翻译是用一种语言手段忠实、全面地表达另一种语言表达的东西。

”可以看出上面定义中的等值论观点来自费道罗夫的“忠实”、“全面”。

在揭示翻译活动的本质方面，它们都有一个共同的缺点，就是没能明示翻译与其实活动的根本区别。

其实，摘译、编译等活动都是翻译，因为上述活动都主要表现为语言间的意义转换。

在对翻译本质的认识上，威尔斯比以上二位又进了一步：“翻译是将源语话语变为尽可能等值的译语话语的过程”。

(蔡毅，1995)这里没有硬性规定，只是说“尽可能等值”。

2020the internet英语作文带翻译「精选」the internet英语作文(一)Nowadays, the Internet has become very common in our daily life, in that we can surf the Internet everywhere anywhere by computer or mobile. However, the debate on the pros and cons of the network has never stopped. Some people say that the network is a platform for information sharing. Due to it, we have a convenient channel for the dissemination of information and access to information. But some others argue that some people commit a crime by the Internet, so we should stay away from the Internet. From my point of view, I prefer to agree to the former view.现在，网络在我们的生活中已经很普通了，我们可以随时随地地利用电脑和手机上网。

但是，关于网络的利弊的争论从来没有停止过。

有的人说网络是分享信息的平台，有了网络，我们就有了传播信息和获取信息的渠道。

但是，另外一部分人却说有的人会通过网络犯罪，我们应该远离网络。

至于我个人的意见，我同意前者的观点。

There are some reasons accounting for my point. Firstly, with network, we can exchange information frequently and conveniently. In the information area, information is wealth. In many cases, whether we can succeed in something, it depends on how much information we get. In addition, except for itsserious functions, network is a good tool to entertain. Preciously, we only have TV or game machines to have fun, but now we have a functional platform for fun. On the Internet, we can watch TV programs and movies, or we can play online games as well as chat with friends freely, which is a good way to relax.以下的原因可以支撑我的观点。