零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
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Optimum blank design of an automobile sub-frame Jong-Yop Kim a ,Naksoo Kim a,*,Man-Sung Huh b a Department of Mechanical Engineering,Sogang University,Shinsu-dong 1,Mapo-ku,Seoul 121-742,South Korea b Hwa-shin Corporation,Young-chun,Kyung-buk,770-140,South Korea Received 17July 1998 Abstract A roll-back method is proposed to predict the optimum initial blank shape in the sheet metal forming process.The method takes the difference between the ?nal deformed shape and the target contour shape into account.Based on the method,a computer program composed of a blank design module,an FE-analysis program and a mesh generation module is developed.The roll-back method is applied to the drawing of a square cup with the ˉange of uniform size around its periphery,to con?rm its validity.Good agreement is recognized between the numerical results and the published results for initial blank shape and thickness strain distribution.The optimum blank shapes for two parts of an automobile sub-frame are designed.Both the thickness distribution and the level of punch load are improved with the designed blank.Also,the method is applied to design the weld line in a tailor-welded blank.It is concluded that the roll-back method is an effective and convenient method for an optimum blank shape design.#2000Elsevier Science S.A.All rights reserved. Keywords:Blank design;Sheet metal forming;Finite element method;Roll-back method
市场定位策略举例 一、实体定位 （一）功效定位： 1.美国百事可乐不含咖啡因 2.保险中介在保险市场上作用的发挥，是由其在专业技能服务、保险信息相同、危害管理咨询等诸方面的功效所决定的 3.天福地板具有防水、防地热、温湿度调节功能,热放射性能较高,导热系数适中,平衡室内温度,湿度。吸音力强,又可吸收紫外线,独有的上漆工艺,不会刺激眼睛,可见光反射率低,使耳目舒适,身心舒畅,具有保健的功效 4.清华清茶的“老公，烟戒不了，洗洗肺吧！”传神的表现出产品独特功效，透射出产品的核心品牌价值：关爱、体贴、健康 5.雕牌洗洁精的新电视广告片：一个年轻的女主人用洗洁精在厨房洗盘子，盘子发出清爽的滋滋声，女主人轻松愉快、满脸欢喜，边干家务边跳舞。“会唱歌的盘子才是干净的盘子”，一句画龙点睛的配音，把产品的超强洁净功能特性和广告传播目的生动形象的传达 6.美国福特汽车的“静悄悄的福特”，突出其“静”的功效； 7.意大利兰古雅轿车“一路上遥遥领先的风采”，突出其“快”的功效。 8.五谷道场立足于颠覆油炸方便面品类，建立个性化差异，将产品定位于25岁至40岁、追求健康、追求营养、讲究品位的高端消费者。五谷道场赋予产品的功效为方便、美味。 9.王亮把自己的产品命名为“要干要肝”，直观易懂，便于消费者接受；“老公，戒不了酒，就洗洗肝吧!”的广告语也很有特色，通过妻子做老公的促销工作，可谓匠心独具。 10.东阿阿胶的“复方阿胶浆”定位是“药材地道，补血有方”。 11.美国的多佛（DOVE）香皂，以滑润皮肤作为广告宣传的重点。
（二）品质定位 1.无铅汽油“可以减少空气污染”；使用无内胎轮胎“保证车辆不会爆胎抛锚”。 2.乐百氏纯净水的27层净化 3.农夫山泉的山泉水 4.娇兰品质至上，追求完美 5.科技铸就品质品质成就品牌——海信集团 6.调味品的广告，似乎是都离不开厨房的，说做出的饭菜如何的香。海天从品质出发，走了另一条路子，请看它的电视广告《黄豆篇》：在节奏有力的进行曲中起幕，纯净的天空，灿烂的阳光，颗粒饱满的金色的黄豆在阳光下高高谈起，跳过标杆，酿造出美味的海天酱油。这则广告中，凸现了健康的品质，看到的是黄豆的精良、海天选料的上乘，让人用着放心，产生了一种信任的感觉，激发购买欲。再来看同系列的另一则广告《晒池篇》：湛蓝的天空，广阔洁净的晒地，无数卡通小黄豆舒舒服服的晒着太阳，晒了正面，再翻身晒背面，这样天然翻晒出来的酱油，特别美味，特别健康。这则广告同样的表现品质。 7.叶茂中策划机构策划的“真功夫”快餐连锁，真功夫代表了产品的品质，即真功夫企业所在粤菜“蒸”的原汁原味，还代表了一个时代的热点，甚至一个民族的精神，也将李小龙的形象与名字“真功夫”天衣无缝的结合在一起，既便于记忆，又含义深刻，所以被消费者广泛认同。 8.中兴百货的“高品质、高格调、领导流行的形象定位” 9.百威啤酒广告的诉求重心是极力强化品牌的知名度，以突出美国最佳啤酒的高品质形象，在广告文案的背景图画创意中，将百威啤酒溶于美洲或美国的气氛中，如辽阔的大地，沸腾的海深或宽广的荒漠，使观众面对奇特的视觉效果，产生一种震撼感，令人留下深刻的印象。它的广告文案写作属于突出自己领导地位的遏制性广告定位战略。在行销的第一、二阶段里，传播概念都建立在“全世界最有名的高品质啤酒”，视觉重点强调在标鉴和包装上
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
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
Positioning in Practice Strategic Role of Marketing For large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy. At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses. At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit. The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketing strategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s). Strategic Role of Positioning Based on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique
品牌营销战略参考文献和英文文献翻译 目录外文文献翻译..............................................................................................1 摘要..........................................................................................................1 1. 品牌战略内涵与其功能意义.......................................................................2 2. 我国企业品牌发展概况..............................................................................3 2.1 国内品牌与国外品牌相比存在着很大的差距............................................3 2.2 品牌发展缺乏整体规划. (4) 2.3 产品质量低下品牌个性不足缺乏创新和发展能力.....................................4 2.4 品牌发展策略存在误区. (4) 3. 企业品牌策略选择..................................................................................6 3.1 树立正确的品牌竞争意识着力提高品牌竞争能力......................................6 3.2 搞好品牌定位培养消费者品牌偏好与品牌忠诚.. (6) 3.3 遵循品牌设计规律注重品牌形
翻译文献：INVESTIGATION ON DYNAMIC PERFORMANCE OF SLIDE UNIT IN MODULAR MACHINE TOOL （对组合机床滑台动态性能的调查报告） 文献作者：Peter Dransfield, 出处：Peter Dransfield, Hydraulic Control System-Design and Analysis of TheirDynamics, Springer-Verlag, 1981 翻译页数：p139—144 英文译文： 对组合机床滑台动态性能的调查报告 【摘要】这一张纸处理调查利用有束缚力的曲线图和状态空间分析法对组合机床滑台的滑动影响和运动平稳性问题进行分析与研究，从而建立了滑台的液压驱动系统一自调背压调速系统的动态数学模型。通过计算机数字仿真系统，分析了滑台产生滑动影响和运动不平稳的原因及主要影响因素。从那些中可以得出那样的结论，如果能合理地设计液压缸和自调背压调压阀的结构尺寸. 本文中所使用的符号如下： s1-流源，即调速阀出口流量； S el—滑台滑动摩擦力 R一滑台等效粘性摩擦系数： I1—滑台与油缸的质量 12—自调背压阀阀心质量 C1、c2—油缸无杆腔及有杆腔的液容； C2—自调背压阀弹簧柔度； R1, R2自调背压阀阻尼孔液阻， R9—自调背压阀阀口液阻 S e2—自调背压阀弹簧的初始预紧力； I4, I5—管路的等效液感 C5、C6—管路的等效液容： R5, R7-管路的等效液阻； V3, V4—油缸无杆腔及有杆腔内容积； P3, P4—油缸无杆腔及有杆腔的压力 F—滑台承受负载， V—滑台运动速度。本文采用功率键合图和状态空间分折法建立系统的运动数学模型，滑台的动态特性可以能得到显著改善。
提高塔式复合人工湿地处理农村生活污水的 脱氮效率1 摘要： 努力保护水源，尤其是在乡镇地区的饮用水源，是中国污水处理当前面临的主要问题。氮元素在水体富营养化和对水生物的潜在毒害方面的重要作用，目前废水脱氮已成为首要关注的焦点。人工湿地作为一种小型的，处理费用较低的方法被用于处理乡镇生活污水。比起活性炭在脱氮方面显示出的广阔前景，人工湿地系统由于溶解氧的缺乏而在脱氮方面存在一定的制约。为了提高脱氮效率，一种新型三阶段塔式混合湿地结构----人工湿地（thcw）应运而生。它的第一部分和第三部分是水平流矩形湿地结构，第二部分分三层，呈圆形，呈紊流状态。塔式结构中水流由顶层进入第二层及底层，形成瀑布溢流，因此水中溶解氧浓度增加，从而提高了硝化反应效率，反硝化效率也由于有另外的有机物的加入而得到了改善，增加反硝化速率的另一个原因是直接通过旁路进入第二部分的废水中带入的足量有机物。常绿植物池柏（Taxodium ascendens），经济作物蔺草（Schoenoplectus trigueter），野茭白（Zizania aquatica），有装饰性的多花植物睡莲（Nymphaea tetragona），香蒲（Typha angustifolia）被种植在湿地中。该系统对总悬浮物、化学需氧量、氨氮、总氮和总磷的去除率分别为89%、85%、83%、83% 和64%。高水力负荷和低水力负荷（16 cm/d 和32 cm/d）对于塔式复合人工湿地结构的性能没有显著的影响。通过硝化活性和硝化速率的测定，发现硝化和反硝化是湿地脱氮的主要机理。塔式复合人工湿地结构同样具有观赏的价值。 关键词： 人工湿地；硝化作用；反硝化作用；生活污水；脱氮；硝化细菌；反硝化细菌 １. 前言 对于提高水源水质的广泛需求，尤其是提高饮用水水源水质的需求是目前废水深度处理的技术发展指向。在中国的乡镇地区，生活污水是直接排入湖泊、河流、土壤、海洋等水源中。这些缺乏处理的污水排放对于很多水库、湖泊不能达到水质标准是有责任的。许多位于中国的乡镇地区的社区缺乏足够的生活污水处理设备。由于山区地形、人口分散、经济基础差等原因，废水的收集和处理是很成问题的。由于资源短缺，经济欠发达地区所采取的废水处理技术必须低价高效，并且要便于施用，能量输入及维护费用较低，而且要保证出水能达标。建造在城市中基于活性污泥床的废水集中处理厂，对于小乡镇缺乏经济适用性，主要是由于污水收集结构的建造费用高。 1Ecological Engineering，Fen xia ，Ying Li。
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
204/JOURNAL OF BRIDGE ENGINEERING/AUGUST1999
JOURNAL OF BRIDGE ENGINEERING /AUGUST 1999/205 ends.The stress state in each cylindrical strip was determined from the total potential energy of a nonlinear arch model using the Rayleigh-Ritz method. It was emphasized that the membrane stresses in the com-pression region of the curved models were less than those predicted by linear theory and that there was an accompanying increase in ?ange resultant force.The maximum web bending stress was shown to occur at 0.20h from the compression ?ange for the simple support stiffness condition and 0.24h for the ?xed condition,where h is the height of the analytical panel.It was noted that 0.20h would be the optimum position for longitudinal stiffeners in curved girders,which is the same as for straight girders based on stability requirements.From the ?xed condition cases it was determined that there was no signi?cant change in the membrane stresses (from free to ?xed)but that there was a signi?cant effect on the web bend-ing stresses.Numerical results were generated for the reduc-tion in effective moment required to produce initial yield in the ?anges based on curvature and web slenderness for a panel aspect ratio of 1.0and a web-to-?ange area ratio of 2.0.From the results,a maximum reduction of about 13%was noted for a /R =0.167and about 8%for a /R =0.10(h /t w =150),both of which would correspond to extreme curvature,where a is the length of the analytical panel (modeling the distance be-tween transverse stiffeners)and R is the radius of curvature.To apply the parametric results to developing design criteria for practical curved girders,the de?ections and web bending stresses that would occur for girders with a curvature corre-sponding to the initial imperfection out-of-?atness limit of D /120was used.It was noted that,for a panel with an aspect ratio of 1.0,this would correspond to a curvature of a /R =0.067.The values of moment reduction using this approach were compared with those presented by Basler (Basler and Thurlimann 1961;Vincent 1969).Numerical results based on this limit were generated,and the following web-slenderness requirement was derived: 2 D 36,500a a =1?8.6?34 (1) ? ??? t R R F w ?y where D =unsupported distance between ?anges;and F y =yield stress in psi. An extension of this work was published a year later,when Culver et al.(1973)checked the accuracy of the isolated elas-tically supported cylindrical strips by treating the panel as a unit two-way shell rather than as individual strips.The ?ange/web boundaries were modeled as ?xed,and the boundaries at the transverse stiffeners were modeled as ?xed and simple.Longitudinal stiffeners were modeled with moments of inertias as multiples of the AASHO (Standard 1969)values for straight https://www.doczj.com/doc/765945091.html,ing analytical results obtained for the slenderness required to limit the plate bending stresses in the curved panel to those of a ?at panel with the maximum allowed out-of-?atness (a /R =0.067)and with D /t w =330,the following equa-tion was developed for curved plate girder web slenderness with one longitudinal stiffener: D 46,000a a =1?2.9 ?2.2 (2) ? ? ? t R f R w ?b where the calculated bending stress,f b ,is in psi.It was further concluded that if longitudinal stiffeners are located in both the tension and compression regions,the reduction in D /t w will not be required.For the case of two stiffeners,web bending in both regions is reduced and the web slenderness could be de-signed as a straight girder panel.Eq.(1)is currently used in the ‘‘Load Factor Design’’portion of the Guide Speci?cations ,and (2)is used in the ‘‘Allowable Stress Design’’portion for girders stiffened with one longitudinal stiffener.This work was continued by Mariani et al.(1973),where the optimum trans-verse stiffener rigidity was determined analytically. During almost the same time,Abdel-Sayed (1973)studied the prebuckling and elastic buckling behavior of curved web panels and proposed approximate conservative equations for estimating the critical load under pure normal loading (stress),pure shear,and combined normal and shear loading.The linear theory of shells was used.The panel was simply supported along all four edges with no torsional rigidity of the ?anges provided.The transverse stiffeners were therefore assumed to be rigid in their directions (no strains could be developed along the edges of the panels).The Galerkin method was used to solve the governing differential equations,and minimum eigenvalues of the critical load were calculated and presented for a wide range of loading conditions (bedding,shear,and combined),aspect ratios,and curvatures.For all cases,it was demonstrated that the critical load is higher for curved panels over the comparable ?at panel and increases with an increase in curvature. In 1980,Daniels et al.summarized the Lehigh University ?ve-year experimental research program on the fatigue behav-ior of horizontally curved bridges and concluded that the slen-derness limits suggested by Culver were too severe.Equations for ‘‘Load Factor Design’’and for ‘‘Allowable Stress Design’’were developed (respectively)as D 36,500a =1?4?192(3)? ?t R F w ?y D 23,000a =1?4 ?170 (4) ? ? t R f w ?b The latter equation is currently used in the ‘‘Allowable Stress Design’’portion of the Guide Speci?cations for girders not stiffened longitudinally. Numerous analytical and experimental works on the subject have also been published by Japanese researchers since the end of the CURT project.Mikami and colleagues presented work in Japanese journals (Mikami et al.1980;Mikami and Furunishi 1981)and later in the ASCE Journal of Engineering Mechanics (Mikami and Furunishi 1984)on the nonlinear be-havior of cylindrical web panels under bending and combined bending and shear.They analyzed the cylindrical panels based on Washizu’s (1975)nonlinear theory of shells.The governing nonlinear differential equations were solved numerically by the ?nite-difference method.Simple support boundary condi-tions were assumed along the curved boundaries (top and bot-tom at the ?ange locations)and both simple and ?xed support conditions were used at the straight (vertical)boundaries.The large displacement behavior was demonstrated by Mi-kami and Furunishi for a range of geometric properties.Nu-merical values of the load,de?ection,membrane stress,bend-ing stress,and torsional stress were obtained,but no equations for design use were presented.Signi?cant conclusions include that:(1)the compressive membrane stress in the circumfer-ential direction decreases with an increase in curvature;(2)the panel under combined bending and shear exhibits a lower level of the circumferential membrane stress as compared with the panel under pure bending,and as a result,the bending moment carried by the web panel is reduced;and (3)the plate bending stress under combined bending and shear is larger than that under pure bending.No formulations or recommendations for direct design use were made. Kuranishi and Hiwatashi (1981,1983)used the ?nite-ele-ment method to demonstrate the elastic ?nite displacement be-havior of curved I-girder webs under bending using models with and without ?ange rigidities.Rotation was not allowed (?xed condition)about the vertical axis at the ends of the panel (transverse stiffener locations).Again,the nonlinear distribu-