出处: Stiff Nachiablo,瑞士,会计、商业、财经历史,2005(15), 第63-76页. 中文3720在
原文:
Clothing brand diversification In the present world economy under globalization, brand competition has become the primary means of market competition. In recent years, the domestic garment industry is developing rapidly growing number of clothing brands, but the influential brand-name is not so mushCompetitive brands has become a magic weapon, a weapon to attack the market, garment industry is no exception. In the course of development of the domestic apparel into the "age-targeted" an important phase of the study international and domestic brand-name clothing case, his understanding of brand strategy and positioning for fashion designers and operators of many enlightenment, so the creation and development of more domestic Brand name. With the community as a whole gradually increase brand awareness, consumer brand of clothing is not just the selection criteria remain in the product itself, but through the implementation of brand planning, brand culture by infection, the establishment of trust in the brand image In this competition globalization advances in technology, ever-changing consumer demand, population rapidly changing times, the only guarantee of
survival and development of the brand is always keep in mind customer needs, preferences and expectations. Brand competition is "people-text" forms of competition, consumer demand-oriented, market positioning in a reasonable target based on the analysis established brand that has the market competitiveness. Clothing enterprises to implement effective strategies for successful brand must give the brand a reasonable, clear and unique personality of the brand positioning. Careful analysis of the target market, a reasonable position, related to the implementation of all aspects of brand planning, brand planning and objectives can be said that market orientation is closely related to the Department. Brand planning and the relationship between target market is the main content of this paper hope that through this research project, able to develop a scientific and reasonable to provide a theoretical basis for brand strategy and practical reference.
Is a brand name, mark, symbol, design or combination of them, with the aim of identifying an enterprise product, to prevent confusion. The term was first positioning the two ads by the manager and Rees-Ai? raised trout and driven popular, they think: is positioning the product as the starting point, such as a commodity, a service company, institution or even a A person; but the location is not the product, but the idea of the potential customers, which
products to consumers in the brain to identify a suitable location. In fact, the position can be started, consumers can also be started. Found not to meet the desires of consumers, enterprises according to their own resources to produce products to meet this part is positioning the case. Clothing brand positioning is a prerequisite for marketing apparel, clothing brand positioning can be expressed as clothing enterprises in accordance with the target customers of consumer demand for apparel products, services, price and image of the appropriate combination of design and to have the characteristics of garment products To attract and stability of the target consumer customers.Product image is unique for the apparel goods is especially important, brand style different from the substance must meet specific consumer target inner psychological feeling and aspirations. Therefore, only a clothing brand to meet consumer demand for the unique shape the style of clothing products in order to become a major selling point, it is brand differentiation, the important characteristics of performance management. It is hard to imagine one without their own style of clothing will be consumers.
Such as the KAPPA clothing born in the 70s in Italian , he used the tight-fitting dynamic fashion sports design. Make a good combination of sports and leisure together. Thus forming the
external appearance of their affinity and respect for the unique style of youth culture, reflects a high degree of fashion sense, won the fashion crowd's favorite cities. Of course, the formation of style, but also suffering from the impact of designers such as Versace designer clothing, distinctive style of its design is highly unique aesthetic avant-garde art of characterization, which demonstrated the unique charm is the use of full Renaissance features gorgeous and highly imaginative style, in the conquest of the world's fashion industry, but also create a named in his world-famous fashion brand. Similarly, Chanel, pickup, The same is true cardin.
Second, how accurate clothing brand positioning
Clothing brand positioning is based on the basis of market segmentation completed. The market will be divided into a number of market segments and different products or services to meet their different needs, has become a modern marketing at the core. As the world's diversity and complexity, it is hard to imagine a single market portfolio to meet the needs of all consumers. Market segmentation of the market, the task is to be divided into different consumer groups, that is the target customers, resulting in the formation of the target market.
A really good medicine, is not likely to cure, if cure of the drug once claimed, it must be fake, clothing the same token, there can be a brand is for everyone. To bring the Internet age, information globalization bring us today, but also created N number of new human beings, such as, ball race, Petty family, strawberry, BenBen family, NONO group, YOYOU family, FLY family, IF ethnic, LOMO family, dry woman. They have different preferences, with different values, how might like the same style of clothes, how could the same style of clothing like it? These also only 80 at the new man, after 70 more different matter, after 60 other people, imagine, after a 60 portly middle-aged, wearing 80 jeans pants after the Korean big ah how incredible! Therefore, for different groups of people, we need more personalized products to meet different consumer groups.
Third, differences in clothing brand positioning strategy Due to fierce market competition, so accurate positioning must also be competing with similar products have differences, differentiated brand positioning of the clothing brand is based on the fundamental market. Foreign apparel brands and consumers about the characteristics of the study in addition to the market we are familiar with the investigation and placed too much emphasis on statistical data, a relatively new kind of consumer psychology from the point of view, except for the brand, price, product and so on
the surface of things, to understand Due to the growth of its consumer environment, personality factors, the influence of culture, formed by a number of complex consumer brand differentiation strategy will enable the brand to remain competitive in their own characteristics, which is brand loyal consumer groups have a reason.。
When a brand positioning in the market since established, the next we need to strengthen the positioning, refining the brand's core values. We know that clothing in the fabric or style, or work on the advantages of a small detail has been insufficient to provoke a consumer purchases, so this time we need to present a special, can cause consumers to resonate with the aspirations of the heart, take this to impress consumers. If the target consumer group Metersbonwe is the vitality of fashion people aged 18-25, according to its characteristics, Metersbonwe extract the core values of the brand is a self-straightforward, character, courage to accept the image of something new , proposed the "do not take the unusual way," the core values, which corresponds to a different consumer groups want special wishes, therefore, greatly stimulated the consumer's desire to buy.
Fourth, clothing brand positioning strategy of diversification
As the only single brand to meet the needs of some consumers, in order to expand market share, operators can be multi-brand strategy to expand the scope of products to meet market demand. Multi-brand strategy, including an extension of the brand, brand development and brand acquisitions1.Brand extension strategy Brand extension is to develop a single brand to brand linked to one another family. Typically, each company's product line is only part of the industry, if more than the existing range of products to increase its length, that is, become an extension of product lines, including down, up and extend the two-way extension.
Younger men's garments from started to do, first for making shirts, and then it did the suit, and make comprehensive market share of two leading products have done the first, installed in the men's market advantage is obvious. However, as market competition and consumer demand, showing a wide range, the market is further broken down, Younger's product line must be continuously extended to meet the needs of different consumers, consumer groups formed to meet the diverse needs of productsExtension of the product line, the Younger have launched a T-shirt, sportswear, trousers, coats, ties, pajamas and other men's fashion, but the brand has been only one In 2003, Younger introduced a high-end brand golden and blue product positioning both Younger, a young family have since
launched the green Younger. This brand extension continues the Younger's business philosophy: First, to make stronger a brand, trunk thick, deep-rooted, to many branches of a tree; the trunk is not rough, brand diversification after risky. Although the introduction of the golden Younger doing a good job on the basis of the leading brands of the brand extension, it is clear that there are reverse and the risk. Because the domestic apparel market seems to have formed a deep-rooted prejudices: do most of the local clothing brand in the low-end market, foreign brands tend to occupy the high-end market. In addition, the introduction of the young family is one attempt to enrich the product line Although Younger had three brands, but also separation of the market, but anyway, is still "Younger." Younger and more brands for the internal matter of dispute, has yet to bear fruit. It was suggested that jumped off the "Younger" brand, and the other innovative brands, or acquisition of foreign brands. It is understood, Younger, chairman of Lee, such is still hesitant, wait and see. He said not to multi-brand and multi-brand, not necessarily cling to a brand.
2.Brand Development Strategy
Brand development and brand extension similar to the original success of the brand on the basis of the development of new brands, but usually to expand the brand name would be more independent, and
the brand image is also rich with independent-style brand. Hong Kong Kitterick brand, for example, it is 5 by the Hong Kong Polytechnic University graduates in the early 90's created, the market is flooded with foreign brands in the 1990s, and its emergence as a local designer has created a miracle of success, is considered Hong Kong is a model for designers, but also local brands to open the market. In order to target young customers, as the young rebel with a psychological, and clothing is the performance of their self-important way, so the target market for designers of the vast room for creativity. Since 1992, since its establishment, through the expansion of the brand, Kitterick's been 5 brands for different target markets, design styles
As each of these brands have different styles, and brand diversification strategy, a different style to meet the consumer demand, relative to expand the market share. However, due to a number of brands are targeting young people, it may be easy to design a different brand of duplication or similar phenomenon, which requires coordination between the designer brands and consultation.
3. M & A brand strategy
In recent years, the apparel business mergers and acquisitions have become worse, the international situation, the world's leading
apparel companies are suddenness of a thunderbolt, the realization of cross-border mergers and acquisitions, the realization of diversified brand management, to seize market share and Carried out a major industry consolidation. Italy'swell-known brand Prada has become the world's leading luxury goods group, and its acquisition strategy is to find a similar brand and business philosophy have the same partner, M & A after the companies to maintain basic self-government, and not become a satellite of Prada, as The formation of diversified brand diversification, To expand the size of the company. Prada is a veteran business started out from the leather, Prada has its second-line Miu Miu brands of the two world-renowned brands, products, including handbags, shoes, clothing, glasses and so on. Bota Li is the president of the garment industry legend, from the beginning of the end of the 80s, Prada will have no vitality of the old Family business in the world today has become a highly competitive market, the fashion brand group, and the size of enterprises and the rapid expansion of business. Prada sales in 1999 amounted to l0 million, a net profit of 163,000,000 U.S. dollars. Prada from the end of 1999 to May 2000 such a short span of 5 months to complete on time for HelmutLang, Jn Sander and Fendi's M & A
Source:Stiff Nachiablo, SWISS , Accounting, Business & Financial History,2005 15, 63-76.
译文:
服装品牌多元化策略
在世界经济格局呈现全球化的趋势之下,品牌竞争已经成为当今市场竞争的主要手段。近年来,国内服装业发展迅猛,服装品牌越来越多,但是有影响力的名牌却甚少。品牌已经成为了企业竞争的法宝,出击市场的利器,服装产业自然也不例外。在国内服装发展历程步入“定位时代”的重要阶段,研究国际、国内服装名牌案例,了解其定位及品牌策略可以为服装设计师及经营者带来许多启示,从而创立和发展更多的国产名牌。随着整个社会品牌意识的逐渐增强,消费者对服装品牌的选择标准也不单单停留在产品本身,而是通过品牌策划的实施受到了品牌文化的感染,建立了对品牌形象的信赖感。
在这个竞争全球化,科技日新月异,消费者需求不断翻新,人口状况快速变化的时代里,品牌生存发展的唯一保证,是时刻谨记顾客的需求、偏好和期待。品牌竞争是“以人文本”的竞争方式,以消费者的需求为本,在合理的目标市场定位分析的基础上建立起来的品牌,才具有市场竞争力。服装企业要实施行之有效的成功品牌战略就必须给品牌一个合理、明确、独具个性的品牌定位。仔细分析目标市场,进行合理的定位,关系到品牌策划实施的各个环节,可以说品牌策划和目标市场定位是紧密相联系的。品
牌策划与目标市场定位之间的关系就是本文研究的主要内容,希望通过本课题的研究,能够为制定科学合理的品牌策略提供理论依据和现实参考。
一、品牌与定位
品牌是一个名称、标记、符号、图案设计或它们的组合,其目的是为了识别某个企业的产品, 防止混淆。定位一词最先是由两位广告经理艾?里斯和杰? 特劳特提出并带动流行的,他们认为:定位是以产品为出发点,如一种商品、一项服务、一家公司、一所机构甚至一个人;但定位对象不是产品,而是针对潜在顾客的思想,亦即要为产品在消费者的大脑中确定一个合适的位置。其实,定位既可以始于产品,也可始于消费者。发现消费者欲求不能满足,企业根据自己的资源状况,生产出满足这部分的产品,也是定位的一种情况。服装品牌的定位是服装营销的前提,服装品牌的定位可以表述为服装企业根据目标顾客的消费需求,对服装的产品、服务、价格和形象等进行适当的设计与组合,以具有特色的服装产品来吸引和稳定目标消费顾客。商品形象的独到对于服装商品来说显得尤为重要,品牌风格从实质上必须满足不同的特定消费对象内在的心理感觉和诉求。因此服装品牌只有塑造符合消费者需求的独到风格才能成为服装商品的主要卖点,它是品牌差异化、特色化经营的重要表现。实在难以想象一件没有自己风格的衣服会受到消费者的欢迎。
如KAPPA服装诞生于70年代的意大利,他采用紧身时尚活力运动的设计风格。使运动和休闲很好的结合起来。从而形成了自己具有亲和力的外在表现和崇尚年轻人文化的独特风格,高度地体现出时尚的感觉,深得城市时尚人群的喜爱。当然,风格的形成,还受着设计师的的影响,比如服装
设计大师范思哲,它的设计风格鲜明,是独特的美感极强的先锋艺术的表征,其中魅力独具的是运用展示充满文艺复兴时期特色的华丽和具有丰富想象力的款式,在征服了世界时尚界的同时,也缔造了一个以他的名字命名的,享誉世界的服装品牌。同样,夏奈尔、皮卡.卡丹也同样如此
二、如何进行准确的服装品牌定位
服装品牌定位是在基于市场细分的基础上完成的。将市场划分为多个不同的细分市场,并采用不同的产品或服务去满足它们不同的需求,已成为现代市场营销学的核心。由于世界的复杂性与多样性,很难想象用单一的市场组合能满足所有的消费者。市场细分的任务是将市场划分为不同的消费者群,即目标顾客,并由此形成目标市场。
一服真正的好药,是绝不可能包治百病的,如果一旦有宣称包治百病的药,那肯定是假药,服装同样道理,不可能有某个品牌是适合所有人的。网络时代的带来,为我们带来信息全球化的今天,也造就了N多的新兴人类,如,波波族,小资一族,草莓族,奔奔族,NONO族,YOYOU族,FLY族,IF 族,LOMO族,干物女。。。。。。。他们有着不同的喜好,有着不同的价值取向,怎么可能会喜欢同样款式的衣服,怎么可能会喜欢同一风格的服装呢?这些还仅是80后的新人类,更别论70后,60后等其他人群,试想,一个60后大腹便便的中年人,穿着80后的韩式大裤管牛仔裤是多么的不可思议啊!因此,针对不同的人群,我们的产品需要有更多的个性以适应不同的消费人群。
三、服装品牌定位的差异性策略
由于市场竞争的激烈, 因此准确的市场定位还必须与竞争对手的同类产品产生差别,差异化的品牌定位是服装品牌立足市场的根本。国外有关服装品牌与消费者特征的研究除了我们熟悉的市场调查与统计这种偏重数据的方法外, 比较新的是从消费者心理学角度出发,除去品牌、价格、产品等表面因素外,了解消费者由于自身的生长环境、性格因素、文化熏陶所形成的一些消费情结品牌异性策略可使品牌在竞争中保持自身的特色,这也是品牌拥有忠实消费群体的原因所在。
当一个品牌在市场上确立了定位以后,接下来便需要去强化这个定位,提炼出品牌的核心价值观。我们知道现在服装在面料或者款式或者做工上的某个细节的小小优势,已经不足以挑起消费者的购买欲,所以这时候需要我们提出一个特别的,能够引起消费者内心共鸣的诉求,借此来打动消费者。如美特斯邦威的目标消费群是18-25岁的活力时尚人群,针对其特点,美特斯邦威提炼出的品牌核心价值观就是一种自我率真,有个性,勇于接受新鲜事物的形象,提出了“不走寻常路”的核心价值,契合了消费群渴望特别与众不同的愿望,因此,极大的激发起了消费者的购买欲望。
四、服装品牌定位的多元化策略
由于单一品牌只能满足部分消费者的需要,为了扩大产品市场占有率,经营者可以通过多元化的品牌策略来扩大产品范围,满足市场的消费需求。多元化的品牌策略包括品牌延伸、品牌拓展及品牌并购。
一品牌延伸策略
品牌延伸是将单一的品牌发展为相互有联系的品牌家族。通常,每个公司的产品线只是该行业的一部分,如果公司超过现有的范围来增加它的产品线长度, 即成为产品线延伸, 包括向下延伸、向上延伸和双向延伸。
雅戈尔是从做男装的成衣起家的,先是做衬衫,接着又做西服,并使两个主导产品市场综合占有率都做到中国第一,在男装正装市场优势明显。但是,随着市场竞争的加剧和消费需求呈现出多元化,市场进一步细分,雅戈尔的产品线必须不断进行延伸,以满足不同消费者的需求,形成能满足消费群体不同需要的产品系列。在产品系列的延伸上,雅戈尔相继推出了T恤、运动装、西裤、风衣、领带、睡衣等男性服饰,但品牌一直只有一个。
2003年,雅戈尔推出了高端品牌金色雅戈尔,并将既有的产品定位为蓝色雅戈尔,此后又相继推出年轻系列绿色雅戈尔。这一品牌延伸延续了雅戈尔的经营哲学:首先把一个品牌做好做强,主干粗、根深,才能杈多;主干不粗, 品牌多元化后风险很大。金色雅戈尔的推出虽然是在做好主导品牌的基础上进行的品牌延伸,但很显然也有逆向而上的风险。因为国内的服装市场似乎已形成了根深蒂固的成见:本土服装品牌大多做中低端市场,国外品牌往往占据着中国的高端市场。此外,年轻系列的推出也是丰富产品线的尝试之一。
尽管目前雅戈尔有了三个品牌,也分出了市场,但不管怎么说,仍然是“雅戈尔”。雅戈尔内部也为多品牌进行过争议,至今仍未有结果。有人建议跳开“雅戈尔”品牌,另创新品牌,或者收购国外大品牌。据了解,雅
戈尔董事长李如成仍在犹豫、观望。他说,不能为了多品牌而多品牌,也不一定抱守一个品牌。
二品牌拓展策略
品牌拓展与品牌延伸类似, 是在原有品牌成功的基础上开发新的品牌,但品牌拓展通常在名称上会比较独立,而品牌形象也较丰富,具有互相独立的品牌风格。以香港品牌 Kitterrick为例,它是由5个香港理工大学毕业生在90年代初所创,在洋品牌充斥市场的年代,它的出现,为香港本土设计师创造了一个成功的奇迹, 被认为是香港设计师的典范, 亦为香港本地品牌打开了市场。以年轻人为目标顾客,由于年轻人具有反叛心理,而服装则是他们表现自我的重要方式, 因此这个目标市场给了设计师广阔的创作空间。从1992年成立至今,通过品牌拓展,Kitterrick旗下已有5个品牌,针对不同的目标市场,设计风格也各不相同由于每个品牌有不同的风格,因此多元化品牌策略,可以满足不同风格消费者的需求,相对扩大了市场占有率。不过, 由于几个品牌都以年轻人为目标市场,因此可能不同品牌的设计易出现重复或相似的现象,这就需要各品牌设计师之间的协调与协商。
三品牌并购策略
近年来服装企业的兼并与收购有愈演愈烈之势,从国际形势看,世界著名服装企业正以迅雷不及掩耳之势,实现跨国并购,实现多元化品牌经营,抢占市场份额,并进行行业的大整合。意大利著名品牌Prada的公司已成为全球著名的奢侈品集团, 它的并购策略是寻找类似的品牌和有相同经营理念的伙伴,并购后各公司基本保持自治,而不是成为Prada的卫星
工业设计原著选读 优秀的产品设计 第一个拨号电话1897年由卡罗耳Gantz 第一个拨号电话在1897年被自动电器公司引入，成立于1891年布朗强，一名勘萨斯州承担者。在1889年，相信铃声“中央交换”将转移来电给竞争对手，强发明了被拨号系统控制的自动交换机系统。这个系统在1892年第一次在拉波特完成史端乔系统中被安装。1897年，强的模型电话，然而模型扶轮拨条的位置没有类似于轮齿约170度,以及边缘拨阀瓣。电话，当然是被亚历山大格雷厄姆贝尔（1847—1922）在1876年发明的。第一个商业交换始建于1878（12个使用者），在1879年，多交换机系统由工程师勒罗伊B 菲尔曼发明,使电话取得商业成功,用户在1890年达到250000。 直到1894年，贝尔原批专利过期，贝尔电话公司在市场上有一个虚拟的垄断。他们已经成功侵权投诉反对至少600竞争者。该公司曾在1896年，刚刚在中央交易所推出了电源的“普通电池”制度。在那之前，一个人有手摇电话以提供足够的电力呼叫。一个连接可能仍然只能在给予该人的名义下提出要求达到一个电话接线员。这是强改变的原因。 强很快成为贝尔的强大竞争者。他在1901年引进了一个桌面拨号模型，这个模型在设计方面比贝尔的模型更加清晰。在1902年，他引进了一个带有磁盘拨号的墙面电话，这次与实际指孔，仍然只有170度左右在磁盘周围。到1905年，一个“长距离”手指孔已经被增加了。最后一个强的知名模型是在1907年。强的专利大概过期于1914年，之后他或他的公司再也没有听到过。直到1919年贝尔引进了拨号系统。当他们这样做，在拨号盘的周围手指孔被充分扩展了。 强发明的拨号系统直到1922年进入像纽约一样的大城市才成为主流。但是一旦作为规规范被确立，直到70年代它仍然是主要的电话技术。后按键式拨号在1963年被推出之后，强发明的最初的手指拨号系统作为“旋转的拨号系统”而知名。这是强怎样“让你的手指拨号”的。 埃姆斯椅LCW和DCW 1947 这些带有复合曲线座位，靠背和橡胶防震装置的成型胶合板椅是由查尔斯埃姆斯设计，在赫曼米勒家具公司生产的。 这个原始的概念是被查尔斯埃姆斯（1907—1978）和埃罗沙里宁（1910—1961）在1940年合作构想出来的。在1937年，埃姆斯成为克兰布鲁克学院实验设计部门的领头人，和沙里宁一起工作调查材料和家具。在这些努力下，埃姆斯发明了分成薄片和成型胶合板夹板，被称作埃姆斯夹板，在1941年收到了来自美国海军5000人的订单。查尔斯和他的妻子雷在他们威尼斯，钙的工作室及工厂和埃文斯产品公司的生产厂家一起生产了这批订单。 在1941年现代艺术博物馆，艾略特诺伊斯组织了一场比赛用以发现对现代生活富有想象力的设计师。奖项颁发给了埃姆斯和沙里宁他们的椅子和存储碎片，由包括埃德加考夫曼，大都会艺术博物馆的阿尔弗雷德，艾略特诺伊斯，马尔塞布鲁尔，弗兰克帕里什和建筑师爱德华达雷尔斯通的陪审团裁决。 这些椅子在1946年的现代艺术展览博物馆被展出，查尔斯埃姆斯设计的新的家具。当时，椅子只有三条腿，稳定性问题气馁了大规模生产。 早期的LCW（低木椅）和DWC（就餐木椅）设计有四条木腿在1946年第一次被埃文斯产品公司（埃姆斯的战时雇主）生产出来，被赫曼米勒家具公司分配。这些工具1946年被乔治纳尔逊为赫曼米勒购买，在1949年接手制造权。后来金属脚的愿景在1951年制作，包括LCW（低金属椅）和DWC（就餐金属椅）模型。配套的餐饮和咖啡桌也产生。这条线一直
Statistical hypothesis testing Adriana Albu，Loredana Ungureanu Politehnica University Timisoara,adrianaa@aut.utt.ro Politehnica University Timisoara,loredanau@aut.utt.ro Abstract In this article,we present a Bayesian statistical hypothesis testing inspection, testing theory and the process Mentioned hypothesis testing in the real world and the importance of, and successful test of the Notes. Key words Bayesian hypothesis testing; Bayesian inference;Test of significance Introduction A statistical hypothesis test is a method of making decisions using data, whether from a controlled experiment or an observational study (not controlled). In statistics, a result is called statistically significant if it is unlikely to have occurred by chance alone, according to a pre-determined threshold probability, the significance level. The phrase "test of significance" was coined by Ronald Fisher: "Critical tests of this kind may be called tests of significance, and when such tests are available we may discover whether a second sample is or is not significantly different from the first."[1] Hypothesis testing is sometimes called confirmatory data analysis, in contrast to exploratory data analysis. In frequency probability,these decisions are almost always made using null-hypothesis tests. These are tests that answer the question Assuming that the null hypothesis is true, what is the probability of observing a value for the test statistic that is at [] least as extreme as the value that was actually observed?) 2 More formally, they represent answers to the question, posed before undertaking an experiment,of what outcomes of the experiment would lead to rejection of the null hypothesis for a pre-specified probability of an incorrect rejection. One use of hypothesis testing is deciding whether experimental results contain enough information to cast doubt on conventional wisdom. Statistical hypothesis testing is a key technique of frequentist statistical inference. The Bayesian approach to hypothesis testing is to base rejection of the hypothesis on the posterior probability.[3][4]Other approaches to reaching a decision based on data are available via decision theory and optimal decisions. The critical region of a hypothesis test is the set of all outcomes which cause the null hypothesis to be rejected in favor of the alternative hypothesis. The critical region is usually denoted by the letter C. One-sample tests are appropriate when a sample is being compared to the population from a hypothesis. The population characteristics are known from theory or are calculated from the population.
吉林化工学院理学院 毕业论文外文翻译English Title（Times New Roman ，三号） 学生学号：08810219 学生姓名：袁庚文 专业班级：信息与计算科学0802 指导教师：赵瑛 职称副教授 起止日期：2012.2.27～2012.3.14 吉林化工学院 Jilin Institute of Chemical Technology
1 外文翻译的基本内容 应选择与本课题密切相关的外文文献（学术期刊网上的），译成中文，与原文装订在一起并独立成册。在毕业答辩前，同论文一起上交。译文字数不应少于3000个汉字。 2 书写规范 2.1 外文翻译的正文格式 正文版心设置为：上边距：3.5厘米，下边距：2.5厘米，左边距：3.5厘米，右边距：2厘米，页眉：2.5厘米，页脚：2厘米。 中文部分正文选用模板中的样式所定义的“正文”，每段落首行缩进2字；或者手动设置成每段落首行缩进2字，字体：宋体，字号：小四，行距：多倍行距1.3，间距：前段、后段均为0行。 这部分工作模板中已经自动设置为缺省值。 2.2标题格式 特别注意：各级标题的具体形式可参照外文原文确定。 1．第一级标题（如：第1章绪论）选用模板中的样式所定义的“标题1”，居左；或者手动设置成字体：黑体，居左，字号：三号，1.5倍行距，段后11磅，段前为11磅。 2．第二级标题（如：1.2 摘要与关键词）选用模板中的样式所定义的“标题2”，居左；或者手动设置成字体：黑体，居左，字号：四号，1.5倍行距，段后为0，段前0.5行。 3．第三级标题（如：1.2.1 摘要）选用模板中的样式所定义的“标题3”，居左；或者手动设置成字体：黑体，居左，字号：小四，1.5倍行距，段后为0，段前0.5行。 标题和后面文字之间空一格（半角）。 3 图表及公式等的格式说明 图表、公式、参考文献等的格式详见《吉林化工学院本科学生毕业设计说明书（论文）撰写规范及标准模版》中相关的说明。
外文文献原文+译文 原文 The study on the design of neuter clothing H ous e W Abstract Social and economic development, social thought, opening up and the progress of science and technology, men and women style presented the diversified pattern of neuter the fuzzy gender differences in style, from the beginning of non-mainstream des ign till n ow has develop ed i nt o on e of the mains t ream fas hi on d es ign style. Fashion brands have launched in recent years, the neutral flavor of fashion, neuter clothing market share of more and more, neutral fashion, with its broad group of sex leads the urban street fashion. Neutralization of free and open way of life style, gave people a comfortable and enjoyable. K ey words: Neut e r; Cl ot hing; Gender roles; Design 1 Introduction The beginning of the 20th century the rise of the feminist movement, make the neutral clothing as a kind of style into the line of sight of people. In the 90 s, the neutral clothing has used by each big brand clothing as one of the fashionable e lement s, s uc h a s dust coa t w i th a ne ut ral style, s ui ts, t-shirt s and j e ans have bec om e people like everyday clothes. Neuter clothing style is a simple, pure; reject all multifarious mincing, personalized style. As a special kind of clothing style, neuter clothing fashion has been intensified in the social life, so it is necessary for us to study the clothing neutralization phenomenon, to study its causes and the development of sociology. This article mainly from the sociological association as well as the relationship between men and women clothing and gender status in the society, which is based on analyzing the change of the study the social basis of the neutral clothing appear; Again from the social system, economic development, cultural trend and fashion designers to the influence of the neutral clothing style, etc., it is concluded that the neuter clothing phenomenon is the development of social consciousness, the sexual role transformation, the new clothing design trends are affecting the results.
Interaction design Moggridge Bill Interaction design，Page 1-15 USA Art Press, 2008 Interaction design (IxD) is the study of devices with which a user can interact, in particular computer users. The practice typically centers on "embedding information technology into the ambient social complexities of the physical world."[1] It can also apply to other types of non-electronic products and services, and even organizations. Interaction design defines the behavior (the "interaction") of an artifact or system in response to its users. Malcolm McCullough has written, "As a consequence of pervasive computing, interaction design is poised to become one of the main liberal arts of the twenty-first century." Certain basic principles of cognitive psychology provide grounding for interaction design. These include mental models, mapping, interface metaphors, and affordances. Many of these are laid out in Donald Norman's influential book The Psychology of Everyday Things. As technologies are often overly complex for their intended target audience, interaction design aims to minimize the learning curve and to increase accuracy and efficiency of a task without diminishing usefulness. The objective is to reduce frustration and increase user productivity and satisfaction. Interaction design attempts to improve the usability and experience of the product, by first researching and understanding certain users' needs and then designing to meet and exceed them. (Figuring out who needs to use it, and how those people would like to use it.) Only by involving users who will use a product or system on a regular basis will designers be able to properly tailor and maximize usability. Involving real users, designers gain the ability to better understand user goals and experiences. (see also: User-centered design) There are also positive side effects which include enhanced system capability awareness and user ownership. It is important that the user be aware of system capabilities from an early stage so that expectations regarding functionality are both realistic and properly understood. Also, users who have been active participants in a product's development are more likely to feel a sense of ownership, thus increasing overall satisfa. Instructional design is a goal-oriented, user-centric approach to creating training and education software or written materials. Interaction design and instructional design both rely on cognitive psychology theories to focus on how users will interact with software. They both take an in-depth approach to analyzing the user's needs and goals. A needs analysis is often performed in both disciplines. Both, approach the design from the user's perspective. Both, involve gathering feedback from users, and making revisions until the product or service has been found to be effective. (Summative / formative evaluations) In many ways, instructional
农村社会养老保险的现状、问题与对策研究社会保障对国家安定和经济发展具有重要作用，“城乡二元经济”现象日益凸现，农村社会保障问题客观上成为社会保障体系中极为重要的部分。建立和完善农村社会保障制度关系到农村乃至整个社会的经济发展，并且对我国和谐社会的构建至关重要。我国农村社会保障制度尚不完善，因此有必要加强对农村独立社会保障制度的构建，尤其对农村养老制度的改革，建立健全我国社会保障体系。从户籍制度上看，我国居民养老问题可分为城市居民养老和农村居民养老两部分。对于城市居民我国政府已有比较充足的政策与资金投人，使他们在物质和精神方面都能得到较好地照顾，基本实现了社会化养老。而农村居民的养老问题却日益突出，成为摆在我国政府面前的一个紧迫而又棘手的问题。 一、我国农村社会养老保险的现状 关于农村养老，许多地区还没有建立农村社会养老体系，已建立的地区也存在很多缺陷，运行中出现了很多问题，所以完善农村社会养老保险体系的必要性与紧迫性日益体现出来。 （一）人口老龄化加快 随着城市化步伐的加快和农村劳动力的输出，越来越多的农村青壮年人口进入城市，年龄结构出现“两头大，中间小”的局面。中国农村进入老龄社会的步伐日渐加快。第五次人口普查显示：中国65岁以上的人中农村为5938万，占老龄总人口的67.4%.在这种严峻的现实面前，农村社会养老保险的徘徊显得极其不协调。 （二）农村社会养老保险覆盖面太小 中国拥有世界上数量最多的老年人口，且大多在农村。据统计，未纳入社会保障的农村人口还很多，截止2000年底，全国7400多万农村居民参加了保险，占全部农村居民的11.18%，占成年农村居民的11.59%.另外，据国家统计局统计，我国进城务工者已从改革开放之初的不到200万人增加到2003年的1.14亿人。而基本方案中没有体现出对留在农村的农民和进城务工的农民给予区别对待。进城务工的农民既没被纳入到农村养老保险体系中，也没被纳入到城市养老保险体系中，处于法律保护的空白地带。所以很有必要考虑这个特殊群体的养老保险问题。
软件专业毕业论文外文文献中英文翻译 Object landscapes and lifetimes Tech nically, OOP is just about abstract data typing, in herita nee, and polymorphism, but other issues can be at least as importa nt. The rema in der of this sect ion will cover these issues. One of the most importa nt factors is the way objects are created and destroyed. Where is the data for an object and how is the lifetime of the object con trolled? There are differe nt philosophies at work here. C++ takes the approach that con trol of efficie ncy is the most importa nt issue, so it gives the programmer a choice. For maximum run-time speed, the storage and lifetime can be determined while the program is being written, by placing the objects on the stack (these are sometimes called automatic or scoped variables) or in the static storage area. This places a priority on the speed of storage allocatio n and release, and con trol of these can be very valuable in some situati ons. However, you sacrifice flexibility because you must know the exact qua ntity, lifetime, and type of objects while you're writing the program. If you are trying to solve a more general problem such as computer-aided desig n, warehouse man ageme nt, or air-traffic con trol, this is too restrictive. The sec ond approach is to create objects dyn amically in a pool of memory called the heap. In this approach, you don't know un til run-time how many objects you n eed, what their lifetime is, or what their exact type is. Those are determined at the spur of the moment while the program is runnin g. If you n eed a new object, you simply make it on the heap at the point that you n eed it. Because the storage is man aged dyn amically, at run-time, the amount of time required to allocate storage on the heap is sig ni fica ntly Ion ger tha n the time to create storage on the stack. (Creat ing storage on the stack is ofte n a si ngle assembly in structio n to move the stack poin ter dow n, and ano ther to move it back up.) The dyn amic approach makes the gen erally logical assumpti on that objects tend to be complicated, so the extra overhead of finding storage and releas ing that storage will not have an importa nt impact on the creati on of an object .In additi on, the greater flexibility is esse ntial to solve the gen eral program ming problem. Java uses the sec ond approach, exclusive". Every time you want to create an object, you use the new keyword to build a dyn amic in sta nee of that object. There's ano ther issue, however, and that's the lifetime of an object. With Ian guages that allow objects to be created on the stack, the compiler determines how long the object lasts and can automatically destroy it. However, if you create it on the heap the compiler has no kno wledge of its lifetime. In a Ianguage like C++, you must determine programmatically when to destroy the
本科毕业论文（设计）文献综述和外文翻译 撰写要求与格式规范 一、毕业论文（设计）文献综述 （一）毕业论文（设计）文献综述的内容要求 1．封面：由学院统一设计，普通A4纸打印即可。 2.正文 综述正文部分需要阐述所选课题在相应学科领域中的发展进程和研究方向，特别是近年来的发展趋势和最新成果。通过与中外研究成果的比较和评论，说明自己的选题是符合当前的研究方向并有所进展，或采用了当前的最新技术并有所改进，目的是使读者进一步了解本课题的意义。文中的用语、图纸、表格、插图应规范、准确，量和单位的使用必须符合国家标准规定，引用他人资料要有标注。 文献综述字数在5000字以上。 正文前须附500字左右中文摘要，末尾须附参考文献。 参考文献的著录按在文献综述中出现的先后顺序编号。 期刊类文献书写方法:[序号]作者（不超过3人，多者用等表示）.题（篇）名[J].刊名,出版年,卷次（期次）:起止页次.
图书类文献书写方法:[序号]作者.书名[M].版本.出版地:出版者,出版年:起止页次. 论文集类文献书写方法:[序号]作者.篇名[C].论文集名.出版地:出版者,出版年:起止页次. 学位论文类书写方法:[序号]作者.篇名[D].出版地:单位名称,年份. 电子文献类书写方法:[序号]主要责任者. 题名:其他题名信息[文献类型标志/文献载体标志 ]出版地:出版者,出版年（更新或修改日期）[引用日期].获取和访问途径. 参考文献篇数应符合学院毕业论文（设计）工作的要求。 （二）毕业论文（设计）文献综述撰写与装订的格式规范 第一部分：封面 1.封面：由学院统一设计，“本科生毕业论文（设计）”根据作业实际明确为“论文”或“设计”，其它文本、表格遇此类情况同样处理。 第二部分：文献综述主题 1.中文摘要与关键词 摘要标题（五号，宋体，顶格，加粗）
文献出处：A Dehghani. The application of digital printing in fashion design [J]. International Journal of Clothing Science and Technology, 2015, 16(2): 263-271. 原文 The application of digital printing in fashion design A Dehghani Abstract The appearance of digital printing for textiles printing provides a new train of thought, digital printing with the current textile fabric printing a variety of requirements of the market of printing technology, including high quality printing precision, high efficiency of printing on reaction time and the printing of the diverse demand, these advantages directly promoted the digital ink jet printing in the rapid development of textile fabric printing direction. In this paper, the design method of the digital printing design of different style and means of decoration and design method in the fabrics for summary, it is concluded that digital printing design cuttings in fabric printing, clothing apparel printing method and the application of the traditional fabric secondary design and decorative effect. Through the above research, digital printing and garment design and garment style between the relationships between the shapes, thereby further to bring into full play the advantages of
(文档含英文原文和中文翻译) 中英文翻译原文：
DESIGN and ENVIRONMENT Product design is the principal part and kernel of industrial design. Product design gives uses pleasure. A good design can bring hope and create new lifestyle to human. In spscificity,products are only outcomes of factory such as mechanical and electrical products,costume and so on.In generality,anything,whatever it is tangibile or intangible,that can be provided for a market,can be weighed with value by customers, and can satisfy a need or desire,can be entiled as products. Innovative design has come into human life. It makes product looking brand-new and brings new aesthetic feeling and attraction that are different from traditional products. Enterprose tend to renovate idea of product design because of change of consumer's lifestyle , emphasis on individuation and self-expression,market competition and requirement of individuation of product. Product design includes factors of society ,economy, techology and leterae humaniores. Tasks of product design includes styling, color, face processing and selection of material and optimization of human-machine interface. Design is a kind of thinking of lifestyle.Product and design conception can guide human lifestyle . In reverse , lifestyle also manipulates orientation and development of product from thinking layer.
毕业论文（设计）外文翻译 题目：中国上市公司偏好股权融资：非制度性因素 系部名称：经济管理系专业班级:会计082班 学生姓名：任民学号： 200880444228 指导教师：冯银波教师职称:讲师 年月日
译文： 中国上市公司偏好股权融资：非制度性因素 国际商业管理杂志 2009.10 摘要：本文把重点集中于中国上市公司的融资活动，运用西方融资理论，从非制度性因素方面，如融资成本、企业资产类型和质量、盈利能力、行业因素、股权结构因素、财务管理水平和社会文化，分析了中国上市公司倾向于股权融资的原因，并得出结论，股权融资偏好是上市公司根据中国融资环境的一种合理的选择。最后，针对公司的股权融资偏好提出了一些简明的建议。 关键词：股权融资，非制度性因素，融资成本 一、前言 中国上市公司偏好于股权融资，根据中国证券报的数据显示，1997年上市公司在资本市场的融资金额为95.87亿美元，其中股票融资的比例是72.5％，，在1998年和1999年比例分别为72.6％和72.3％，另一方面，债券融资的比例分别是17.8％，24.9％和25.1％。在这三年，股票融资的比例，在比中国发达的资本市场中却在下跌。以美国为例，当美国企业需要的资金在资本市场上，于股权融资相比他们宁愿选择债券融资。统计数据显示，从1970年到1985年，美日企业债券融资占了境外融资的91.7％，比股权融资高很多。阎达五等发现，大约中国3/4的上市公司偏好于股权融资。许多研究的学者认为，上市公司按以下顺序进行外部融资：第一个是股票基金，第二个是可转换债券，三是短期债务，最后一个是长期负债。许多研究人员通常分析我国上市公司偏好股权是由于我们国家的经济改革所带来的制度性因素。他们认为，上市公司的融资活动违背了西方古典融资理论只是因为那些制度性原因。例如，优序融资理论认为，当企业需要资金时，他们首先应该转向内部资金（折旧和留存收益），然后再进行债权融资，最后的选择是股票融资。在这篇文章中，笔者认为，这是因为具体的金融环境激活了企业的这种偏好，并结合了非制度性因素和西方金融理论，尝试解释股权融资偏好的原因。
长江大学工程技术学院 毕业设计（论文）外文翻译 外 文 题 目 Matlab Based Interactive Simulation Program for 2D Multisegment Mechanical Systems 译 文 题 目 二维多段机械系统基于Matlab 的 交互式仿真程序 系 部 化学工程系 专 业 班 级 化工60801 学 生 姓 名 李泽辉 指 导 教 师 张 铭 辅 导 教 师 张 铭 完 成 日 期 2012.4.15 顶层配置在管路等，要求设备，所有设要求，对调整使案，编是指机确保机组中资料试
外文翻译 二维多段机械系统基于Matlab 的交互式仿真程序 Henryk Josiński, Adam ?witoński, Karol J?drasiak 著；李泽辉 译 摘要：本文介绍了多段机械系统设计原则，代表的是一个模型的一部分的设计系统，然后扩展 形成的几个部分和模型算法的分类与整合的过程，以及简化步骤的过程叫多段系统。本文还介绍了设计过程的二维多段机械系统的数字模型，和使用Matlab 的软件包来实现仿真。本文还讨论测试运行了一个实验，以及几种算法的计算，实现了每个单一步骤的整合。 1 简介 科学家创造了物理模型和数学模型来表示人类在运动中的各种形式。数学模型 使创建数字模型和进行计算机仿真成为可能。模型试验，可以使人们不必真正的实 验就可以虚拟的进行力和力矩的分解。 本文研究的目的是建立一个简单的多段运动模型，以增加模型的连续性和如何 避免不连续为原则。这是创建一个人类运动模型系统的冰山一角。其使用matlab 程 序包创建的数字模型，可以仿真人类运动。 文献中关于这一主题的内容很广泛。运动的模式和力矩的分解在这些文献中都 有涉猎。动态的平面人体运动模型，提出了解决了迭代矩阵的方法。还值得一提的 是这类项目的参考书目，布鲁贝克等人提出了一个模型——人腿模型，这个以人的 物理运动为基础的平面模型仿真了人腿——一个单一的扭簧和冲击碰撞模型。人腿 模型虽然简单，但是它展示人类的步态在水平地面上的运动特征。布鲁贝克等人还 介绍，在人腿模型的双足行走的基础上，从生物力学的角度而言，符合人体步行的 特征。这个模型具有一个躯干，双腿膝盖和脚踝。它能够合理的表现出人多样的步 态风格。一个仿真人类运动的数学模型反应出了人的部分运动状态。 图1. 力的分解 2 力的分解