中文译文：
建筑业的竞争及竞争策略
美国的工程建筑公司几十年来一直控制着国际建筑市场，但近来世界上发生的事件改变了它的主导地位。
为了调查今后十年对工程建筑竞争产生影响的推动力及趋势，由建筑工业研究院的"2000年建筑特别工作组：发起一项称为“2000年建筑市场竞争分析”的研究项目。该研究项目考察了一些影响竞争的因素，包括下列方面：
企业能力塑造：采用纵向联合，横向发展的方法，提高企业的综合能力。扩大市场领地，这种做法包括被海外的联合企业收购或被其合并，或是由美国公司收购外国公司。
筹措资金的选择方法：私有化作用，建筑权力转让项目，未来市场中工程筹资特征。
管理、组织及结构：未来的经营管理及组织方法、组织结构、组织技巧要有利于引导职员在世界竞争环境中发挥作用。
劳力特征：未来具有专业水平和技工水平的工程建筑工人的供求情况
技术问题：技术将如何影响竞争，如何用来弥补劳力不足的缺陷。
研究目标及范围
这一研究项目的目标是收集信息，使之为适应2000年及以后的工程建筑业在调整、制定策略方面的需要提供真知灼见，并制定出2000年工程建筑业的可能的发展计划。这项研究回顾了工程建筑业的历史过程，审视了当前的发展趋势，以确定影响该工业未来的推动力，与该工业相关的有重
塑企业能力，私有化及筹措资金方法的潜在作用以及经营管理、组织方法、公司结构方面的未来发展方向。
研究范围包括选定一些公司，采访这些公司有专业特长的人员。这些人员的专业涉及面很广，包括商业建筑，重工业建筑，公共事业设施建设，基础建设．轻工业建筑，电力，生产程序以及航天科学。
工程建筑业竞争特性
工程建筑业的竞争特征由于下列原因在变动：
80年代发生的事件，以及计划在90年代实施的项目，正在引导建筑业摆脱相互对立的局面，转向相互合作。
应该以积极的眼光看待新的公司进入国际工程建筑市场，因为它增加了全球合作的机遇。合作关系会使所有的伙伴受益，这是因为美国公司可以在合作伙伴的国家找到机遇，同样，外国公司也会打入美国市场。
未来的战略
到2000年，美国的公司将努力做到：
提供最高质量的服务
可以承担世界任何一个地方的工程施工
另劈蹊径，以降低并控制风险
拿出参与国际市场最有竞争力的价格
为了实现这一理想，工程建筑业必须增加人员资本投资
提高劳力的知识及技术水平
具备坚实完备的通讯及运输基础设施
集中精力搞重点研究，产品优良，质量有保障，并注意激发工人们的积极
性，提高工人的技术水平。
二十一世纪形响竞争的主要因素将包括一体化的国际市场，供过于求的生产力，工会确定工资的权力减弱，减少对工业的管理及私有化的实现。
美国公司的竞争能力，很大程度上取决于大力开展并有效地利用技术革新。美国公司不仅需要利用国内的技术革新，还要利用其他国家优化改进了的技术。在未来将流行的技术革新将不是一些大的技术突破，而是对现存技术的不断改进。
英国建筑公司概况
90年代初，头脑灵活的建筑商们除了不搞建筑，别的什么营生可能都干，许多建筑公司遭受过经济萧条的严重打击，经历了与过度膨胀的房地产业同样的厄运。但是，当看到他们的难兄难弟们在房地产业方面大把大把地赚钱时，他们中的大部分人为了摆脱困境又把赌注重重地压在房地产开发市场上。
由阿兰·考克肖先生领导的艾莫克公司享有在老本行上能挣现钱的盛誉，并能保持资产负债表平衡。不过，在世界上其他的一些地区，这家公司也陷人一片困境之中，尤其是在美国，由于路易斯安那州石油和天然气市场的不景气，这一情况尤其突出，在英国的商业和工业房地产市场方面这家公司也面临困境，利润随之而暴跌。而且情况还有变得更糟的危险。
瓦利特发展公司，这个英国90年代初期第三大房屋建筑商，可能是因为将伦敦郊区都尔威一处仿乔治时代建筑物出售给了前首相撒切尔夫人而举世闻名。该公司的性格独特的主席劳利·瓦利特先生经常得益于“铁夫人”给予他的公开支持。这种近似神话般的福气使他似乎注定还要享受一
阵子。事实上，瓦利特公司也受到房产业不景气的影响，只是在劳利的强有力的领导下，该公司现在又朝着恢复其更强劲的金融地位迈进。劳利退休后又重新执掌局面（1991年秋他退休后为救活该公司又被召回）。正像它的大多数经营对手一样，瓦利特公司在房产业市场也遭受了暴跌的严重打击，虽然在1993年初，该公司成为被IBCA机构提高长期信用等级的第一家建筑公司时业务发展了一阵子。
约翰·莱英公司的情况则不同，已很好地经受住了最近世界建筑业方面困难的冲击。他们具有雄厚的资本，还清醒地认识到他们不得不大幅度降低资产的帐面价值。例如，早在1990年，他们就在地产银行中划减了1 200万英镑的价值。在此之后，他们又削减了26的劳动力。尽管他们的住房销售情况目前依然相当良好，但其赢利却减少了。莱英公司还以最关注环境问题而闻名于世。
塔迈克公司的状况与瓦利特形成了鲜明的对比，在1993年初，他们的信用等级被IBCA机构降低了。该公司在80年代大部分时间里试图向世人证明他们是英国最大的建筑商，结果信息一旦被人了解后，又后悔不迭，倒但愿此事从没发生过。他们苦于应付高的增长速度，不得不大幅度削减住房建造业务。不过塔迈克公司目前仍然是英国最大的建筑和建材集团公司。1992年10月，他们关闭了房地产业务，这是将其目前的七个经营业务裁减到三个（建筑、采石和住宅建造）的计划的一部分。耐维尔·辛蝇斯，这位集团公司的总裁，在该公司供职22年后，于1992年春坐上了目前这把烫屁股的交椅。人们认为，随着房地产向题的曝光，这一位置已到了岌岌可危的地步，这其中包括数个在公司资产负债表外的大型联合企
业，而这些联合企业业务的开展，实际上会使集团公司的债台更加高筑。泰勒·伍德劳斯的房地产业衰退的不愉快经历集中体现在1992年的秋季，当时其房地产都以理彼得·赫基突然辞职，这事也就发生在其前任彼得·兆提出辞呈引起众人震惊之后仅几个月。屋漏偏逢连阴雨，随后，泰勒·伍德劳斯宣布由于经营不善，造成了严重的亏损。虽然建筑承包业务的重要地位正日益衰退，但公司三分之二的收益仍来自这部分业务。不过，该公司拥有巨额投资资产有价证券，每年租金收益超过5 000万英镑。该公司已不再开展风险性很大的开发业务项目，重新介入至少要等到局势好转以后。
东欧建筑市场竞争形势分析前言
当前，东欧的经济改革引起了混乱，因此这些地区的贸易活动同新的经济体制相互冲突。分析专家们指出，从长远的观点看，采用市场经济政策会带来一个更稳定，更有利的经济环境。东欧政治经济上的改革将会为那些愿意来这一地区投资的公司创造一个很大的可赚钱的市场。如果保持目前的增长势头，要不了多久，东欧每年5640亿美元的建筑市场将会占国际建筑业市场的三分之一以上。这一地区的开放形势为世界范围的建筑业开辟了一块新天地。
研究的目标
目前研究的目标是要建立一个战路框架，使国际工程建筑公司可以制定出可行的策略方案，并可以对之加以评价。已推出的战略框架对于东欧以外的工程建筑公司在这一地区开展建筑业务很有帮助。为了衡量该地区市场机遇与挑战情况，我们发出了调查表并进行个人访谈，这有助于确认重要
的成功因素或方面。从而阐明了工程建筑公司在确定他们的策略时必须具备的特性。通过这项研究建立起来的战略框架已运用于该地区的一项实际建筑工程，〔一家国际工程建筑公司正考虑承接这项工程），以检验这一战略框架在具体市场环境下的效果如何。
研究的方法
通过参考大量的文献，下发调查表和进行个人访谈，研究的目标已经达到。这项研究所利用的资料来自世界上15家主要的建筑公司。其中包括13家美国公司，两家韩国公司。
调查表编制得有利于资料的收集并确保调查内容的一致性。所提的问题不加以暗示，编制的方式使答卷人不会产生某种倾向。可以自由地回答问题，问的题目不宜过多．为了保证参与公司的答案涉及的问题一致，调查表的问题集中在三个主要方面：(1)东欧建筑市场的机遇与挑战；(2)确认这一建筑市杨成功的关键因素，（3〕为确定战略框架，建筑行业方面应做出的调整。每个主要部分下附一套问题，使所研究的目标得到进一步明确。
访谈基于建筑工程公司自愿参与该项研究的条件下进行的，对交了答卷的公司，进行
了单独或电话访谈调查。对于这些公司如何建立和运用自己在这一地区的战略框架，如果研究人员认为方法可行，他们就把主要技巧汇编成文。被访人员要回答如下问题，东欧建筑市场获得成功的重要因素是什么？这些重要的因素对自己的公司是否有积极的或消极的影响？是什么影响？研究人员还汇集了从国际建筑工程中吸取的教训，以及在后来的工程中已经采取的弥补措施。
房地产投资的未来趋势
住房一直是现代生活中最重要的需求之一。家庭对更宽敞、舒适的住房需求日益增加，且希望有更多的可自由支配的收入用在购房上。其结果是，独户家庭住宅变得非常昂贵。除此之外，新的人口统计数据表明目前需要将现有的房产转变为分套出售的住宅开发、娱乐性房产和退休人员的居住社区。商业和工业地产投资也很看好。为了在市场范围内判断哪些房地产比较紧俏，对市场进行认真的分析是很重要的。不过，许多投资的前景都很乐观。
就经济的可行性而言，未来的房地产投资呈现出强劲的势头。不过在总的经济环境条件下，也不可排除它的“低潮”期。假如投资商能够制定出一个稳妥的策略，那么他们将会获得可观的收益。这些策略包括有效经营和管理地产，分析问题所在，并给予纠正，处理房主与承租者之间的矛盾，了解投资的作用及其对投资项目所产生的影响，把政府在限制产权方面所起的作用纳人计划之中。
房地产的投资者能否主宰市场这个问题同房地产收益是否已超过普通股票收益的问题一样，也是一个老问题。实际上没有理由相信一个投资者会利用相同的市场信息和分析技能在长期的经营中能够获得超额利润。不过，利用内部消息，有效的数据分析和复杂分析方法，这样的投资者很可能能够做出比其对手更好的抉择。房地产市场继续为按房地产投资过程投资并减少“信息费”而获得较好成果的投资者们提供机会。
我们知道“幸运”或运气可能会产生短期反常收益。我们甚至也知道会有少数人因为善于“探听”消息从而避免付出昂贵的代价并取得成功。这些
人尽管为数不多，他们具有凭直觉按房地产投资过程办事的才能。如果你也有这方面天才的话，就别研究了也去搞投资吧。
房地产投资的种类虽然住宅投资是房地产中较为普遍的形式，还有几种地产对未来的投资者也有相当大的吸引力。在每种地产中，还有不同的领域包括住宅房地产、商业地产、工业地产、农业地产，以及诸如高尔夫球场等特殊用途的地产。尽管有效分析所必需的投资技巧随着工程项目增大和复杂而日益增多，但其基本的评估技巧和房地产投资过程仍然未变。
可创收的房地产也可以按照收人水平和租金等级并根据地理位置分类。城区位置的经济影响对房地产价值产生的效果很大，因此对经济环境的分析十分重要。然而，某些位置的土地明显地更适合于特定用途。例如，在新开发的城市住宅区内，土地可能太昂贵，就不适于开发密度低的花园式的项目。
由于很难用精确的方式预测将来要发生的事件，预测与实际结果间的差异可能导致一些严重的问题。过高地估计租金增长率或将来的出售价格，过低地估计营运费用，或未能充分确定设备更新费用都会引起产重的现金流动问题。未能履行债务义务或房地产课税留置权可能被强制取消。所有这几点都与投资者密切相关。
外文文献：
Construction of the competition and competition strategy Engineering and construction firms from the United States dominated the global market for many decades but recent world events have altered their position.
To investigate the driving forces and trends that will affect engineering and construction competition in the next decade, a research project, called the "Anatomy of Construction Competition in the Year 2000", was sponsored by the Construction Industry Institute's Construc-tion 2000 Task Force- The project examined the factors that affect competitiveness, including the following,
The shaping of corporate capabilities; vertical integration and horizontal expansion to increase corporate capabilities and market share, including acquisition and mergers by offshore conglomerates and the acquisition of foreign firms by U. S. companies.
Financing options; the role of privatization, build-own-transfer projects, and the nature of project financing in future markets,
Management, organization, and structure; future management and organizational approaches, structures, and techniques to attract personnel to perform in a global competitive environment.
Work force characteristics; future availability of engineering and construction workers at the professional and craft levels.
Technological issues:how technology will affect competition and be used to offset work force shortages.
Research Objectives and Scope
This research project's goal is to collect information, to adapt to the 2000 and the engineering construction after adjustment, formulate strategies needed to provide insight and formulate 2000 engineering construction of possible development plan. This study reviewed the project construction process of history, current development trend, to determine the impact of the industry, and the impetus to the future industrial enterprises are related to reshape the ability, privatisation and financing methods of potential function and management, organization structure, methods for future development direction.
Research scope includes selected some of the company, the company has interviewed expertise personnel. The staff professional wide range, including commercial buildings, public buildings, industrial infrastructure, infrastructure construction, power, light industry. The production process and space science. Engineering construction competitive characteristics
Engineering construction of competition because the following reasons in change features:
In the 1980s, and plan in the 1990s, the implementation of the project construction are guided from contradictory situation, to cooperate.
Should be in a positive view of the new company to enter the international market, because of its construction increased global cooperation opportunities.
Cooperation will make all the partners, because the American company benefit can be found in the country partner, likewise, foreign companies opportunities will break into the U.S. Market.
Competitive strategy
Future strategy
In 2000, the company will strive to do:
Provide the highest quality service
Can assume any part of the world
In order to reduce the split ground and risk control
Out in international market the most competitive price
In order to achieve the ideal, engineering construction should be:
Increase staff capital investment
The knowledge and improve labor technology level
Have solid complete communications and transport infrastructure Concentrate on key research, product quality is guaranteed, fine, and arouse the enthusiasm of the workers, improve workers technology level.
The 21st century is the main factor fractal ring will compete in the international market, including the integration of productivity, union salary to abate, reduce the power industry management and privatization.
American company competition ability, largely depends on developing and effective use of technical innovation. American companies need not only use the technical innovation, domestic by other countries optimization improved
technology. In the future will be popular technology innovation will not some big breakthrough, but the existing technology continuous improvements. British buildings company profile
In the early 1990s, the head of the flexible builders who don't make a building, but what else can do, making many buildings company suffered a serious blow the economic depression, experienced and excessive expansion of real estate industry also. But, when he saw them in the real estate industry (in the big money, most of them in order to disencumber the bet down again in the real estate market.
By Alan cosmas indicopleustes under the leadership of Mr. Shaw ai enjoy in the old field company Merck's reputation can earn cash on the balance sheet, and can keep the balance. However, in some areas of the world, the company also man a dilemma, especially in the United States, the change from a Louisiana oil and natural gas market of recession, it is especially outstanding in Britain, the commercial and industrial real estate market, the company is faced with a difficult situation, with profits. And it also became worse.
The company's development, walid UK early 1990s third big house builders, probably because London suburb will have a copy from the era of George sell buildings of former prime minister Margaret thatcher and world-famous. The company's character, chairman of the unique Laurie walid from Mr Often "give" iron lady public support. The approximate mythological blessing that he seemed destined to enjoy. In fact, the company also is different, the influence
of the housing slump is strong in Laurie, under the leadership of the company now recover its stronger towards the financial status. Laurie retired charge again situation (1991 fall after his retirement he restored to the company recalled). As most of its business competitors, the industry in different market also suffered a serious blow, although the slump in 1993, the company is beginning to improve long-term credit rating IBCA institution of the first buildings company business development for a while.
John, the company is different, have very good to withstand the latest world construction difficulties. They have abundant capital, clearly recognized that they have greatly reduced the book value of the asset. For example, in early 1990, they in real estate in the bank delimit lost 1 ￡2m value. After that, they cut and labor. Despite their housing sales still quite good, but its profit is reduced. The company is in most lai attention is famous for its environmental problems.
The status and the tower mike company walid special form bright contrast, in 1993, their credit rating agency reduced by IBCA. This company in the 1980s most time trying to prove to the world that they are the UK's biggest builders, the information being understanding, and either, but hopefully it never happened. They suffer from cope with high growth rate cuts, to build houses. But the company is still tower mike Britain's biggest construction and building materials group company. October 1992, they closed the real estate business, and this is the will of the seven business to three (building, quarrying and
residential building) part of the plan. Michael essien, Somerville, resistant to fly, the group's President, in the company after 22 years in the spring of 1992, sit on the seat of the hot ass. People think that the housing problem of exposure, this position has arrived at the point, which including several on a company's balance sheet of the large-scale joint enterprise, joint enterprise business, actually makes corporation debts machine more.
Taylor wood of real estate industry recession Royce unpleasant experiences embodied in 1992, when the estate of autumn is Daniel Peter HeJi sudden resignation, it also happens in its predecessor, Peter trillion resigned after all shocked by only a few months. Home, then reverse, Taylor wood Rolls-Royce announced due to bad management, caused severe losses. Although construction contracting business increasingly important status in a recession, but company two-thirds of income from this business is. However, the company has a huge investment assets securities, rental income more than 5 year 2000 million pounds. The company has no longer conduct risky business projects, at least until the situation in better later.
Eastern European architectural market competition situation analysis
At present, the economic reforms of the eastern Europe, thus caused confusion of these areas of business activities with the new economic system. Experts say, analyzed from a long-term perspective, using the market economic policy will bring a more stable, and more favorable economic environment. The reform of political economy in eastern Europe will be for those who are willing to invest
in this area of the company to create a lot of money but market. If you keep the momentum, before long, eastern Europe 5640 billion dollars each year for the construction of international construction market will be more than one-third of the market. This area is open to the world situation inaugurated a new construction.
The object of study
The goal is to establish a framework, and international engineering and construction company may formulate feasible strategy, and to evaluate the. The framework has been introduced for the project construction company outside the eastern area in the construction business is very helpful. In order to measure the market opportunities and challenges, we sent the questionnaires and interviews, the individual to identify important success factors or aspects. Thus illustrates construction company in determining their strategy must possess the characteristics. Through the research of strategic framework has been set up in this area by an actual construction, an international engineering and construction company is considering to undertake the engineering, to test this strategic framework in specific market environment effect.
The research methods
By reference to the literature, questionnaire issued a personal interview, and the research target has been achieved. This research using data from the world's major construction company. Including 13 U.S. companies, two south Korean companies.
Questionnaires to collect data compiled for investigation and ensure the consistency of the content. The problem, not the way people won't produce a certain criteria. Free to answer this question, ask questions in order to guarantee the unfavorable and overmuch. Participate in the company's answer to the question, questionnaire involving the problems in three aspects: (1) the eastern architecture market opportunities and challenges, (2) the construction of key factors YangChengGong city, (3) to determine the strategic framework, construction industry should make adjustments. Each main parts attached to a set of problems under which the object of study, make clear further.
Interview based on construction engineering company voluntary under the condition of the study of the company, in answer
The telephone interviews survey or separate. For these companies how to build and use their own in this area is a strategic framework, if the researchers believe that the method is feasible, and they put main skills assembly written. By visiting personnel to answer questions, what is eastern architecture market success factor ? The important factor in his company is a positive or negative impact? What effect? Researchers also collected from international architectural engineering, as well as a lesson in later in the project of measures have been taken.
The future trend of real estate investment
Housing has been the most important in the modern life of demand. Families with more spacious and comfortable housing demand has increased, and hope
to have more disposable income in the house. As a result, households residential become very expensive. In addition, the new population statistics show that currently existing housing needs to sell the house of points, recreational property and retiree community. Commercial and industrial real estate investment is also very good. In order to judge what real estate market within the scope of comparative spruce, analyzed the market is very important. However, many investment prospects are very optimistic.
The feasibility of the economy, the future of the investment real estate showing strong. But in general economic conditions, also do not exclude it "low" period. If investors can develop a safety strategy, so they will get considerable income. These strategies including effective operation and management, analyzes the problem, real estate and correct treatment, the contradiction between the owner and the occupiers and understand the role of investment and investment project, the influence of the government in property.
The real estate investor can dominate the market this problem with real estate income has more than ordinary shares, the problem is an old problem. Actually no reason to believe that an investor can use the same market information and analytical skills in long-term operation can obtain excess profit. However, using internal message, data analysis and complex analysis method, so investors will probably make a better choice than its competitors. According to the real estate market, real estate investment process for investment and reduce costs "and" obtain good results provide the opportunity of investors.
We know "lucky" or luck may produce short-term abnormal returns. We even have a few people because of good news to avoid "seek more expensive and succeed. Although a few of these people, they have intuition according to the real estate investment process. If you have the talent, don't study also to investment.
The types of real estate investment in real estate investment is residence though relatively common form, and some properties of future investors have quite attractive. In each of the different fields during, and residential areas including real estate, commercial real estate, industrial real estate, agriculture, such as golf, and real estate and other special purposes. Although effective analysis skills necessary to investment projects with enlarged and complex and increasing, but the basic skills and real estate investment process remains unchanged.
But the real income in accordance with the income level can rent levels and geographical location and according to the classification. The position of urban real estate value economic influence the effect of economic environment, so the analysis is very important. However, some places of the land clearly more suitable for specific purposes. For example, in the development of new urban residential area, the land may be too expensive, is not suitable for the development of low density garden project.
Because it is so hard to use accurate way to predict future events, forecast and actual differences between the results may cause some serious problems.
Overestimates rent rate or future price, low operation cost estimates, or to determine equipment renewal fee will cause serious cash flow problems. Fail to fulfill debt obligations or real estate tax lien may be compelled to cancel. All these things are closely related with investors.
forced concrete structure reinforced with an overviewRein Since the reform and opening up, with the national economy's rapid and sustained development of a reinforced concrete structure built, reinforced with the development of technology has been great. Therefore, to promote the use of advanced technology reinforced connecting to improve project quality and speed up the pace of construction, improve labor productivity, reduce costs, and is of great significance. Reinforced steel bars connecting technologies can be divided into two broad categories linking welding machinery and steel. There are six types of welding steel welding methods, and some apply to the prefabricated plant, and some apply to the construction site, some of both apply. There are three types of machinery commonly used reinforcement linking method primarily applicable to the construction site. Ways has its own characteristics and different application, and in the continuous development and improvement. In actual production, should be based on specific conditions of work, working environment and technical requirements, the choice of suitable methods to achieve the best overall efficiency. 1、steel mechanical link 1.1 radial squeeze link Will be a steel sleeve in two sets to the highly-reinforced Department with superhigh pressure hydraulic equipment (squeeze tongs) along steel sleeve radial squeeze steel casing, in squeezing out tongs squeeze pressure role of a steel sleeve plasticity deformation closely integrated with reinforced through reinforced steel sleeve and Wang Liang's Position will be two solid steel bars linked Characteristic: Connect intensity to be high, performance reliable, can bear high stress draw and pigeonhole the load and tired load repeatedly.
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：
NET-BASED TASK MANAGEMENT SYSTEM Hector Garcia-Molina, Jeffrey D. Ullman, Jennifer Wisdom ABSTRACT In net-based collaborative design environment, design resources become more and more varied and complex. Besides com mon in formatio n man ageme nt systems, desig n resources can be orga ni zed in connection with desig n activities. A set of activities and resources linked by logic relations can form a task. A task has at least one objective and can be broken down into smaller ones. So a design project can be separated in to many subtasks formi ng a hierarchical structure. Task Management System (TMS) is designed to break down these tasks and assig n certa in resources to its task no des. As a result of decompositi on. al1 desig n resources and activities could be man aged via this system. KEY WORDS : Collaborative Design, Task Management System (TMS), Task Decompositi on, In formati on Man ageme nt System 1 Introduction Along with the rapid upgrade of request for adva need desig n methods, more and more desig n tool appeared to support new desig n methods and forms. Desig n in a web en vir onment with multi-part ners being invo Ived requires a more powerful and efficie nt man ageme nt system .Desig n part ners can be located everywhere over the n et with their own organizations. They could be mutually independent experts or teams of tens of employees. This article discussesa task man ageme nt system (TMS) which man ages desig n activities and resources by break ing dow n desig n objectives and re-orga nizing desig n resources in conn ecti on with the activities. Compari ng with com mon information management systems (IMS) like product data management system and docume nt man ageme nt system, TMS can man age the whole desig n process. It has two tiers which make it much more flexible in structure. The lower tier con sists of traditi onal com mon IMSS and the upper one fulfills logic activity management through controlling a tree-like structure, allocating design resources and
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
专业资料 学院： 专业：土木工程 姓名： 学号： 外文出处：Structural Systems to resist (用外文写) Lateral loads 附件：1.外文资料翻译译文；2.外文原文。
附件1：外文资料翻译译文 抗侧向荷载的结构体系 常用的结构体系 若已测出荷载量达数千万磅重，那么在高层建筑设计中就没有多少可以进行极其复杂的构思余地了。确实，较好的高层建筑普遍具有构思简单、表现明晰的特点。 这并不是说没有进行宏观构思的余地。实际上，正是因为有了这种宏观的构思，新奇的高层建筑体系才得以发展，可能更重要的是：几年以前才出现的一些新概念在今天的技术中已经变得平常了。 如果忽略一些与建筑材料密切相关的概念不谈，高层建筑里最为常用的结构体系便可分为如下几类： 1.抗弯矩框架。 2.支撑框架，包括偏心支撑框架。 3.剪力墙，包括钢板剪力墙。 4.筒中框架。 5.筒中筒结构。 6.核心交互结构。 7. 框格体系或束筒体系。 特别是由于最近趋向于更复杂的建筑形式，同时也需要增加刚度以抵抗几力和地震力，大多数高层建筑都具有由框架、支撑构架、剪力墙和相关体系相结合而构成的体系。而且，就较高的建筑物而言，大多数都是由交互式构件组成三维陈列。 将这些构件结合起来的方法正是高层建筑设计方法的本质。其结合方式需要在考虑环境、功能和费用后再发展，以便提供促使建筑发展达到新高度的有效结构。这并
不是说富于想象力的结构设计就能够创造出伟大建筑。正相反，有许多例优美的建筑仅得到结构工程师适当的支持就被创造出来了，然而，如果没有天赋甚厚的建筑师的创造力的指导，那么，得以发展的就只能是好的结构，并非是伟大的建筑。无论如何，要想创造出高层建筑真正非凡的设计，两者都需要最好的。 虽然在文献中通常可以见到有关这七种体系的全面性讨论，但是在这里还值得进一步讨论。设计方法的本质贯穿于整个讨论。设计方法的本质贯穿于整个讨论中。 抗弯矩框架 抗弯矩框架也许是低，中高度的建筑中常用的体系，它具有线性水平构件和垂直构件在接头处基本刚接之特点。这种框架用作独立的体系，或者和其他体系结合起来使用，以便提供所需要水平荷载抵抗力。对于较高的高层建筑，可能会发现该本系不宜作为独立体系，这是因为在侧向力的作用下难以调动足够的刚度。 我们可以利用STRESS，STRUDL 或者其他大量合适的计算机程序进行结构分析。所谓的门架法分析或悬臂法分析在当今的技术中无一席之地，由于柱梁节点固有柔性，并且由于初步设计应该力求突出体系的弱点，所以在初析中使用框架的中心距尺寸设计是司空惯的。当然，在设计的后期阶段，实际地评价结点的变形很有必要。 支撑框架 支撑框架实际上刚度比抗弯矩框架强，在高层建筑中也得到更广泛的应用。这种体系以其结点处铰接或则接的线性水平构件、垂直构件和斜撑构件而具特色，它通常与其他体系共同用于较高的建筑，并且作为一种独立的体系用在低、中高度的建筑中。
Commercial Buildings Abstract: A guide and general reference on electrical design for commercial buildings is provided. It covers load characteristics; voltage considerations; power sources and distribution apparatus; controllers; services, vaults, and electrical equipment rooms; wiring systems; systems protection and coordination; lighting; electric space conditioning; transportation; communication systems planning; facility automation; expansion, modernization, and rehabilitation; special requirements by occupancy; and electrical energy management. Although directed to the power oriented engineer with limited commercial building experience, it can be an aid to all engineers responsible for the electrical design of commercial buildings. This recommended practice is not intended to be a complete handbook; however, it can direct the engineer to texts, periodicals, and references for commercial buildings and act as a guide through the myriad of codes, standards, and practices published by the IEEE, other professional associations, and governmental bodies. Keywords: Commercial buildings, electric power systems, load characteristics 1. Introduction 1.1 Scope This recommended practice will probably be of greatest value to the power oriented engineer with limited commercial building experience. It can also be an aid to all engineers responsible for the electrical design of commercial buildings. However, it is not intended as a replacement for the many excellent engineering texts and handbooks commonly in use, nor is it detailed enough to be a design manual. It should be considered a guide and general reference on electrical design for commercial buildings. 1.2 Commercial Buildings The term “commercial, residential, and institutional buildings”as used in this chapter, encompasses all buildings other than industrial buildings and private dwellings. It includes office and apartment buildings, hotels, schools, and churches, marine, air, railway, and bus terminals, department stores, retail shops, governmental buildings, hospitals, nursing homes, mental and correctional institutions, theaters, sports arenas, and other buildings serving the public directly. Buildings, or parts of buildings, within industrial complexes, which are used as offices or medical facilities or for similar nonindustrial purposes, fall within the scope of this recommended practice. Today’s commercial buildings, because of their increasing size and complexity, have become more and more dependent upon adequate and reliable electric systems. One can better understand the complex nature of modern commercial buildings by examining the systems, equipment, and facilities listed in 1.2.1. 1.2.2 Electrical Design Elements In spite of the wide variety of commercial, residential, and institutional buildings, some electrical design elements are common to all. These elements, listed below, will be discussed generally in this section and in detail in the remaining sections of this recommended practice. The principal design elements considered in the design of the power, lighting, and auxiliary systems include: 1) Magnitudes, quality, characteristics, demand, and coincidence or diversity of loads and load factors 2) Service, distribution, and utilization voltages and voltage regulation 3) Flexibility and provisions for expansion
《文献检索》课程教学设计 目录 绪论：文献（信息）检索的意义及基础 (2) 项目一科技文献检索方法和图书馆的科学利用 (8) 项目二常见化学化工科技论文的写作 (11) 项目三美国化学文摘的使用 (14) 项目四专利文献的查询 (17) 项目五标准文献的查询 (20) 项目六计算机信息检索的应用 (23) 项目七信息检索策略综合应用训练 (26)
徐州工业职业技术学院教学设计（讲稿）
教学内容与设计 绪论：文献（信息）检索的意义及基础 自我介绍 提问一：你会检索吗？ 如果会，那么会用检索以下毕业专题的相关资料吗？ ?杜仲叶中绿原酸的提取分离 ?有机废水处理工艺设计 ?蚕丝蛋白制备工艺研究 ?铁矿石含铁量测定方法新工艺 ?基因工程干扰素生产工艺研究 提问的目的：突出检索技术直接是为毕业专题服务，这是一门技术。提问二：信息检索课是什么？ 学生如是说： 文献检索课程是井底之蛙的升降机，是雄鹰的翅膀，是横跨天堑的桥梁。 针对某一课题，通过电子检索查阅有关资料，才知道知识的浩瀚，才知道世界的宽广，才知道“山外青山，楼外楼”。 它是我在大学期间所学的最重要，最有用的课程之一，有了它，我们将会受益终生。教会我们一种方法，一种主动 了解外界，提高自己，放眼世界的方法。 检索不仅是我们学习的制胜法宝，更是一条贯穿我们生活的红线。正因为有了这门课的学习，现在大脑的检索意识 就比较强烈，越搜越快！前几天，问同学借自行车，他告 诉我车子大致地点，是永久牌，有车栏，略有一点蓝。到 了现场，脑海中一下就有了先找有栏的，再找蓝颜色的， 最后确定是不是永久的，很快就找到了。 我爱检索，就像爱自己的生命一样。 最后我想说，我们是幸运的！我们学到了一门真正有用的课，它对我的影响和帮助将是伴随我一身的。 提问三：借鉴与创新的关系？ 科学研究是“站在前人肩膀上”的事业，而创新又是科学研究的灵魂，即要求“前无古人”。 时间分配 2min 引导学生回答 8min 10min 通过往届学生对信息检索课的评价能够激起学生学习这门课的兴趣，也可以突出这门课对个人的作用。 10min 通过提问让学生
PA VEMENT PROBLEMS CAUSED BY COLLAPSIBLE SUBGRADES By Sandra L. Houston,1 Associate Member, ASCE (Reviewed by the Highway Division) ABSTRACT: Problem subgrade materials consisting of collapsible soils are com- mon in arid environments, which have climatic conditions and depositional and weathering processes favorable to their formation. Included herein is a discussion of predictive techniques that use commonly available laboratory equipment and testing methods for obtaining reliable estimates of the volume change for these problem soils. A method for predicting relevant stresses and corresponding collapse strains for typical pavement subgrades is presented. Relatively simple methods of evaluating potential volume change, based on results of familiar laboratory tests, are used. INTRODUCTION When a soil is given free access to water, it may decrease in volume, increase in volume, or do nothing. A soil that increases in volume is called a swelling or expansive soil, and a soil that decreases in volume is called a collapsible soil. The amount of volume change that occurs depends on the soil type and structure, the initial soil density, the imposed stress state, and the degree and extent of wetting. Subgrade materials comprised of soils that change volume upon wetting have caused distress to highways since the be- ginning of the professional practice and have cost many millions of dollars in roadway repairs. The prediction of the volume changes that may occur in the field is the first step in making an economic decision for dealing with these problem subgrade materials. Each project will have different design considerations, economic con- straints, and risk factors that will have to be taken into account. However, with a reliable method for making volume change predictions, the best design relative to the subgrade soils becomes a matter of economic comparison, and a much more rational design approach may be made. For example, typical techniques for dealing with expansive clays include: (1) In situ treatments with substances such as lime, cement, or fly-ash; (2) seepage barriers and/ or drainage systems; or (3) a computing of the serviceability loss and a mod- ification of the design to "accept" the anticipated expansion. In order to make the most economical decision, the amount of volume change (especially non- uniform volume change) must be accurately estimated, and the degree of road roughness evaluated from these data. Similarly, alternative design techniques are available for any roadway problem. The emphasis here will be placed on presenting economical and simple methods for: (1) Determining whether the subgrade materials are collapsible; and (2) estimating the amount of volume change that is likely to occur in the 'Asst. Prof., Ctr. for Advanced Res. in Transp., Arizona State Univ., Tempe, AZ 85287. Note. Discussion open until April 1, 1989. To extend the closing date one month,
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:
外文文献—动画
Animation Animation is the rapid display of a sequence of images of 2-D or 3-D artwork or model positions to create an illusion of movement. The effect is an optical illusion of motion due to the phenomenon of persistence of vision, and can be created and demonstrated in several ways. The most common method of presenting animation is as a motion picture or video program, although there are other methods. Early examples An Egyptian burial chamber mural, approximately 4000 years old, showing wrestlers in action. Even though this may appear similar to a series of animation drawings, there was no way of viewing the images in motion. It does, however, indicate the artist's intention of depicting motion. Five images sequence from a vase found in Iran There is no single person who can be considered the "creator" of film animation, as there were several people working on projects which could be considered animation at about the same time. Georges Méliès was a creator of special-effect films; he was generally one of the first people to use animation with his technique. He discovered a technique by accident which was to stop the camera rolling to change something in the scene, and then continue rolling the film. This idea was later known as stop-motion animation. Early examples of attempts to capture the phenomenon of motion drawing can be found in paleolithic cave paintings, where animals are depicted with multiple legs in superimposed positions, clearly attempting to convey the perception of motion. An Egyptian burial chamber mural , approximately 4000 years old, showing wrestlers in action. Even though this may appear similar to a series of animation drawings, there was no way of viewing the images in motion. It does, however, indicate the artist's intention of depicting motion. A 5,000 year old earthen bowl found in Iran.It has five images of a goat painted along the sides. This has been claimed to be an example of early animation. However, since no equipment existed to show the images in motion, such a series of images cannot be called animation in a true sense of the word. A Chinese zoetrope-type device had been invented in 180 AD. The phenakistoscope, praxinoscope, and the common flip book were early popular animation devices invented during the 19th century. These devices produced the appearance of movement from sequential drawings using technological means, but animation did not really develop much