The Service Encounter Journal and Analysis
1.Introduction
Unlike the tangible products output by the manufacturing industry, service as a kind of product, has very distinctive features. Service is actually a process of input, transformation and output. It has the features of intangibility, customer participation, variability, low entry barriers and it cannot be touched and stored. Service marketing means the a series of activities during the marketing process in order to meet consumer demands.With the development of social division of labor, the progress of science and technology and people's increasing living standard, the role of the service marketing in the enterprise marketing management also becomes more important. (Zeitham et al, 2005) This article will use the basic theory of service marketing, combined with the my personal customer experience, to analyze and evaluate the service marketing of five encounters, the McDonald's, Starbucks, Esprit, IKEA and Windsor Hotel, so as to demonstrate my understanding towards the link between services marketing theory and practice.
2.McDonald’s
2.1 The intangibility of service processes
For me as a common customer, my purpose of buying food from McDonald’s restaurant is not only getting the food, but also experiencing its high quality service and enjoying the modernized environment and facility. At the time, my gaining including enjoyment and happiness is intangible. This kind of gaining is achieved by the design of the restaurant. As a result, although a part of McDonald’s service is tangible, from the customer’s perspective, the aim of our consuming behavior is getting a tool to solve problems rather than getting the items. As for the McDonald’s, they sell happiness rather than hamburgers, like their slogan I'm lovin' it.
2.2 Production and consumption take place simultaneously
For many other industries, the production and use of products are two different stages and happen in different places. Customers cannot directly get involved in the
production system. But in general the service production and consumption are simultaneous. (V argo& Lusch, 2004). For example, eating hamburgers at McDonald's is the time of consumption. When stop eating, the production and consumption will stop at the same time. Only when the customers come to consume can McDonald’s services be produced, their service process is the products. This feature makes the service product not easy to control the quality, it needs customers to queue up as a buffer. Every time I go to McDonald's, the waiting is very short, less than two minutes. Besides the staff will provide me the food within one minute. Therefore quick, friendly and reliable service has become a symbol of McDonald's.
2.3 The service cannot be restored the above analysis we know that, it is the simultaneity of production and consumption that make the services cannot be stored usually. When McDonald's restaurants open, their basic cost has been fixed (rent, infrastructure, staff wages and so on). Even if the restaurant have a lot of empty seats, as long as a day passes they cannot be reused, so the opportunity to get profit from production capacity has completely disappeared. However from cyclical demand of customers, many guests cannot find seats during the rush hour, while at the off-peak period, customer number is obviously insufficient, so the restaurants waste a lot of fixed cost. McDonald's has some rules such as the shelf life of burgers is 10 minutes, French fries is 7 minutes, if they cannot be sold with the regulated time they will be thrown into the garbage. But McDonald’s takes some measures to adjust the service ability such as hire temporary workers and increase the self-service ways. It also use some strategies to achieve stable demands such as providing appointments and price temptation.
2.4 Customers participate in the service process
The concept ‘Customers are in your factory’ is very common among service industries. In most cases, customers actively or passively get involved in the service process. In McDonald's stores, in addition to getting greetings for the restaurant staff while ordering food, customers will not get other specific services. They need to get food, find seats and litter the garbage all by themselves.
All in all, as a leader of the fast food industry, McDonald’s embodies all kinds of
characteristics of the service marketing. In order to avoid the negative impact of the service marketing, it takes all kinds of measure to control risks and expand business. (Gr?nroos, 2001)
3.Starbucks
3.1 The tangibility of Starbucks’ services
Starbucks has strict requirements to the employees. They are required to understand the basic knowledge of coffee and even more delicate ones, and they should enthusiastically share customers with the coffee-related information, such as how to determine when is the best timing to taste the coffee. Of course, there is smile on their faces all the time. In addition, the interior design of the Starbucks has very strict standards as well. Although in the same city, different Starbucks stores are decorated with different styles, but they all need to meet the demand of achieving the harmony of nature and customers. (Edgett & Parkinson, 1993)
3.2 The standardization of Starbucks’ services
Except for the coffee, Starbucks also sell everything relevant to coffee in the stores. Such as various flavors of coffee beans, coffee machines, creative coffee cups and fresh roasted cakes. According to the store staff, Starbucks pays much attention to the quality of the products, whether the procurement and transportation of the raw beans, the process of baking, mixing with ingredients and water filter, or finally provide the coffee to the customers, everything moment must meet the most stringent requirements. At the same time, any coffee making equipments Starbucks sells should be tested and evaluated, any new equipments needs to pass the strict inspection before entering into the public. In a series of service work, Starbucks makes each step standardized. During the process, it also integrate with careful marketing services. (Schultz & Jones, 1997)
3.3 The customer relationship of Starbucks
It is said that Starbucks only $1 million on advertising spending every year on average, compared with the similar industry that quite very few. However, as for its promotion, it uses the media, coffee lectures and all kinds of marketing activities to introduce the
coffee culture to the customers, letting customers know and understand the Starbucks coffee, and by the means of communication with customers to make customers feel their sincerity. Starbucks keeps sincerely caring about the employees and customers and apply the relationship marketing very well. At the same time it also reflects the humanist service of Starbucks. (Smith, 1996)
3.4 The humanity of Starbucks’ services
Starbucks has been in pursuit of perfection all the time. As for the store decoration and staff behavior, they make the customers really experience every careful tiny detail and service. In terms of the employees, they creates the work atmosphere of mutual respect and trust. As for the partners, they carefully select and set up good relations of cooperation. (Schultz & Jones, 1997) All in all, the unique and successful relationship marketing make Starbucks successful.
4.ESPRIT
4.1 Brand image and shop decoration
ESPRIT is one of my best clothing brands. The design concept "care the attitude rather than the age" of ESPRIT has spread around the world. ESPRIT represents fashion life brand with energy, promoting cooperation, pursuing the ideal, positive and optimistic life style. Not only does ESPRIT shape for the customer with the clothing, but also a way of life, the attitude to life and a sense of self, which is outstanding, active and creative. In terms of the shop decoration of ESPRIT, there are always large billboards and bright windows, coincided with fashionable music and products, along with the young and energetic clerks of the store. All of these can bring the customers nice mood easily. The image itself of ESPRIT is sending out the warmth and happiness. (Boyt et al, 2001).
4.2 The the three stages of marketing services
Marketing service content in clothing stores can be roughly divided into three stages, service before sales, in sales and after sales. If all the three stages of service can meet the consumer demands in an all round way, the store business will certainly thrive.
The pre-sale service refers to the preparing work before opening the shops, including the store cleaning job, displaying measurement, replenishment the price of goods, merchandise display, as well as guide the staff about the product knowledge and methods of receipting customers. In-sell service refers to the service period when a customer goes into a store until leaving.After-sales service points to the additional services provided by the shops for the customers after the product are sold. Such services include methods, delivery processing range, sending greeting cards and so on. (Lovelock et al, 2009) According to my personal customer experience, I think ESPRIT has done the stages very well.
4.3 Personal experience in ESPRIT store
The salespersons always try to understand customers’consuming motivation when they go into the shop and meet the needs of customers as much as possible. I have been told that the front-line employees all underwent strict selection process, and than received professional training. As a result, they have high marketing service quality. The brands also sets the goal and the levels of the service quality with a strict rewards and punishment system. They also pay attention on customer data inputting, management, analysis and use. As a loyal customer, I receive newsletters from ESPRIT every month. I also receive warm greetings and wishes from them on some special occasions. When on my birthday, I could even enjoy some discount and mysterious small gifts. Before long I carelessly left my mobile phone in the fitting room of a ESPRIT store in Melbourne. The clerk contacted through a friend of me in no time and kept my mobile phone for me until I came to retrieve it the next day. Moreover I found that store personnel also pay great attention to the safety of the customers’ goods during the service. Their careful and meticulous responsible attitude will reduce the chance of a thief crime. Last but not least, I have noticed that they regard all the guest equally, especially they take care of the children.
5.IKEA
5.1 The experience marketing service
I enjoy visiting IKEA. As we all know, IKEA is a big market for households and
furnitures. However, the main reason why IKEA is inviting for me is not the products it boasts, but the services and experiences. I think this is the main point that separates IKEA from other brands. It’s also a kind of culture. I enjoy going there for this unique culture in IKEA. As IKEA advocates, entertaining shopping is the household culture of IKEA. IKEA makes the household market into a place for shopping and entertainment. It has all kinds of special designed furniture, products that are comfortable and nice to touch, what’s mor e, the beautiful music around makes your shopping an enjoyable experience indeed. Rightly because of this, many customers come to IKEA not only for shopping, but also for a nice place to relax and enjoy.(Edvardsson et al, 2006)
The sales way of IKEA is actually a way of providing excellent services rather than providing an experience. It is shown in the following ways. First and foremost, every IKEA is a place for the experiences of the customers, such as interacting and practicing. When you enter IKEA, you can easily approach tools like rulers, pencils, paper, meaning every consumer is both a planner and a designer of their house once they are in IKEA. This is an important part for consumers to participate in. Secondly, in each IKEA shop, consumers can get direct access to the experiences of beds, sofa and other furniture, which means consumers can be influenced by the direct trying and this is the part of experiencing. Thirdly, when deciding which IKEA products to buy, consumers can not only raise their requirements to IKEA assistants, but also mix and match with all the products in IKEA as the way they would like to, so that the new products that really caters to the customers; appetite are formed. In this way, customers have a feeling that they are part of the designing of their home products, which is pretty different from the passive accepting of the products, enabling the customers to be the designers. Fourthly, all the products in IKEA have a limit amount, which has deep implications. On the one hand, consumers have big possibilities to try and create within the limited numbers of product, which sounds easy enough to practice and minimize the possibility that consumers may have same products bought from IKEA as they are mixed in different ways. On the other hand, the limited products means that the products will be updated as time goes by, so it is hard for the
consumers to have the same IKEA products in their home. In this way consumers’needs of being different have been fully satisfied. And this is the part of meeting the individual requirements for shopping in IKEA. I think this way of selling products in IKEA is a way to think all that a customer can think and a positive way to involve all the customers into their selling. Participation of customers is a vital factor in the system of delivering services. Letting the customers in the mixing and designing of the products is a good example. The customers will feel honored and more pleased in the whole process. Besides, IKEA provides a lot of facilities to satisfy the customers, such as the canteen, and the children’s park. They provide both convenient services and solve the worries of the parents to rightly arrange their children when shopping.(Edvardsson et al, 2006)
5.2 The evaluation of experience in IKEA
In summary, what IKEA sells is not only products themselves, but a kind of IKEA value and a way of service for customers. As the consumers’ awareness of consuming develops and becomes more mature, they will have stronger demands for experiences in shopping. Starting from the demands above, IKEA provides the full services from experiencing in IKEA to carrying products to consumers’ houses, providing double experiences both in on live experiencing and experiences in assembling. This way of selling perfectly closes the distance between the customers and the products. Today, the idea of providing servicing becomes more and more important in selling. Customers not only require for the products, but also for the experience in the process of buying products. IKEA inspires us that providing experiences in selling is a trend and a smart way to excel in the current market. (Lovelock et al, 2009)
6. The Hotel Windsor in Melbourne
6.1 The facilities
Hotel Windsor is located in 103 Spring Street in Melbourne. It is the only one hotel in Australia which remain the the Victorian architecture style and cultural characteristics. At the same time it also has five-star modern facilities, including 24-hour business center, the housekeeper type service and castle fitness center. The geographical
position of Hotel Windsor is very superior, which is only 20 kilometers far from the airport. The transportation is convenient, so it is an ideal starting point for Melbourne mini-vacations. As Hotel Windsor is quite near the Parliament Building, the old Treasury Building, Municipal Museum and other attractions, I chose to live in this hotel for two nights with my friends.
Hotel Windsor offers a wide variety of facilities, which added a lot of fun for us. The characteristic service of the hotel include the room service, parking, valet parking, shops, laundry service and so on. All the rooms regard comfort as the first standard, as well as all facilities. Fitness center enables customers to play all day. The hotel is very old but the internal decoration facilities are still quite new, the lobby of the hotel and the door let people have a feeling of getting back to the old times. The hotel atmosphere is quiet away from the hustle and bustle, which is well suited to loosen body and mind. Beginning at the Windsor hotel to drink afternoon tea is Melbourne a tradition since 1883. Cricketer 's Bar preserved in Australia for more than a century of cricket memorabilia, hanging on the wall as a decoration. Restaurant in Windsor hotel "tea drinking afternoon tea, it is always a pleasure. In, in the three layers of silver tray selection elegant afternoon tea heart, cool. Also customer can enjoy the Windsor hotel there leisurely style. (Buttle, 1993)
6.2 Customer experience
My friends and I took a taxi to the hotel. In accordance with the regulations of the hotel group, after the taxi stopped, the guard need to recept the guests within 30 seconds. Windsor Hotel doorman appeared to greet us in just 12 seconds. After check-in, almost when we came to the room the luggage was delivered at the same time. The night before we left the room to eat dinner, we deliberately put some magazines inclined magazine rack and left some nut shells on the table, even split some cosmetics in the sink of the bathroom and made the bath cap unscrewed. After we returned to our room, we found that the bed was neat and tidy, everything was back in order. At dinner we ordered some dish on the menu, though the food tasted delicious and services were the first-class, we still found some small problems. For instance, a wine waiter performed a little disrespectful, he recommended a wine
directly rather than let us to choose in advance.
7. Conclusion
From the perspective of service marketing, consumer’s purchasing behavior means the beginning of the marketing rather the ending. The enterprises should not just focus on the sales of the products, they should pay more attention on consumer experience during the whole service process, in order to establish the customer loyalty. (Vargo& Lusch, 2004). The five encounters mentioned above are are all world-famous brands, they emphasize on customer experience and improve their service with strict standards. They are all successful examples of marketing service.
References:
Boyt, T. E., Lusch, R. F., & Naylor, G. (2001). The Role of Professionalism in Buttle, F. (1993). Hotel and food service marketing: a managerial approach. Cassell. 23-35
Determining Job Satisfaction in Professional Services A Study of Marketing Researchers. Journal of Service Research, 3(4), 321-330.
Edgett, S., & Parkinson, S. (1993). Marketing for Service Industries-A Revie. Service Industries Journal, 13(3), 19-39.
Edvardsson, B., Enquist, B., & Hay, M. (2006). V alues-based service brands: narratives from IKEA. Managing Service Quality, 16(3), 230-246.
Gr?nroos, C. (2001). Service management and marketing (V ol. 2). New Y ork^ eNY NY: Wiley. 156-167
Lovelock, C. H., Wirtz, J., & Chew, P. (2009). Essentials of service marketing. Prentice Hall/Pearson.
Smith, M. D. (1996). The empire filters back: consumption, production, and the politics of Starbucks Coffee. Urban Geography, 17(6), 502-525.
Schultz, H., & Jones Yang, D. (1997). Pour your heart into it: How Starbucks built a company one cup at a time. Hyperion. 45-48
V argo, S. L., & Lusch, R. F. (2004). The four service marketing myths remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324-335.
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顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
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。
《国际营销》期末论文 班级：Z0902 姓名：于涛学号：09 The Role of Government Abstract: The purpose of the passage is to describe the role of government in the market. Key words: Government market role develop The word’s markets are overseen by governments. Ideally, those governments set polices based on what they believe will serve the greatest number of their people to the greatest extent. The maintenance of nation borders is the single most important element that separates international trade from domestic trade. While consumers and producers make most decisions that mold the economy, government activities have a powerful effect on the market. Incubate special research, business and development, such as small businesses, space research, job training, unemployment insurance and more. Perhaps most importantly, the federal government guides the overall pace of economic activity, attempting to maintain steady growth, high levels of employment, and price stability. It can slow down or speed up the economy's rate of growth -- in the process, affecting the level of prices and employment. It is supposed to create and administer laws which are fair and equitable. Imagine any team sport without rules or referees. Experience has shown that neither the teams nor the fans find this acceptable. Without an independent referee disputes in a game could not be resolved. Most fans and teams are willing to put up with the occasional bad call rather than no calls at all. The same thing applies in government. Lately there has been a great deal of discussion about the power of the free market to regulate itself or the "invisible hand" to sort things out. Hundreds of years of experience had shown this not to work. Time and again markets have become unstable, either with bubbles such as the famous tulip mania or the "South Sea Island" bubble, or have become overly concentrated such as the standard oil trust. This leads inefficiency, since prices are distorted and resources are diverted from innovation and expansion of socially useful tasks. Without a referee the situation eventually fails anyway, but later and with more social damage than a well regulated society would provide. Modern society is going to continue to have government perform all functions. These have developed because there was a need, and because they worked more often than they failed. Progress will be made when the critics stop trying to turn the clock back to an imaginary past and devote their energies to optimizing what we have. "Liberals" can also do their part by focusing the discussion on the roles listed above and proposing improvements targeted to each sector. In fact, government plans important roles in the market. Government can protect and regulate the sustainable use of natural resources. Enforce and regulate fair and responsible business practices. Included in this is monitoring monetary policy, giving consumer protection and regulating banking practices. Determine and enforce civil laws of property and conduct. This includes the freedoms of the press, religion and rights of property. Provide public goods and services for the well-being of the community as a whole, such as infrastructure, vaccination programs, disaster relief, fireworks shows, public parks, basic healthcare, subsidized housing,
英文翻译说明 1. 英文翻译文章输成word，5号新罗马（New Times Roman）字体，1.5倍行间距，将来方便打印和一起装订；英文中的图表要重新画，禁止截图。 2. 整篇论文1.5倍行间距，打印时，用B5纸，版面上空2.5cm，下空2cm，左空2.5cm，右空2cm（左装订）。 3. 论文翻译后的摘要用五号宋体，正文小四号宋体、英文和数字用新罗马（New Times Roman）12、参考文献的内容用五号字体。图和表头用五号字体加粗并居中，图和表中的内容用五号字体。论文翻译的作者用五号字体加粗。 论文大标题………小三号黑体、加黑、居中 第二层次的题序和标题………小四号黑体、加黑、居中 第三层次的题序和标题………小四号宋体、加黑、居中 正文……………………………小四号宋体、英文用新罗马12 页码……………………………小五号居中，页码两边不加修饰符 4. 论文中参考文献严格按照下述排版。 专著格式：序号.编著者.书名[M].出版地: 出版社, 年代, 起止页码 期刊论文格式：序号.作者.论文名称[J]. 期刊名称, 年度, 卷(期): 起止页码 学位论文格式：序号.作者.学位论文名称[D]. 发表地: 学位授予单位, 年度 例子: (1).胡千庭, 邹银辉, 文光才等. 瓦斯含量法预测突出危险新技术[J]. 煤炭学报, 2007.32(3): 276-280. (2). 胡千庭. 煤与瓦斯突出的力学作用机理及应用研究[D]. 北京: 中国矿业大学(北京), 2007. (3). 程伟. 煤与瓦斯突出危险性预测及防治技术[M]. 徐州: 中国矿业大学出版社, 2003.
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
Introduction This paper focuses on the combination of marketing, marketing mix and the impact of demand and supply and demand, through the analysis of Haier I want to learn more about what is corporate marketing mix, and by 4p + np Haier get what benefits Haier is the largest brand in the world of home appliances, which was founded in 1984 in the city of Qingdao, the current Chairman of the Board, Chief Executive Officer of the Group Zhang Rui Min, Haier is the main founder. At present, Haier has established 21 industrial zones across the world, and five centers of R & D, 19 overseas trading companies, and employs more than 80,000 people around the world. 2011, Haier Group achieved a global turnover of 150.9 billion yuan, the brand value of 96.28 billion yuan, 11TH year in a row a list of the most valuable brands in China. Haier Group, the desirable 164 elementary school and with the help of High School hopes to produce 212 sets of Sciences cartoon "Haier Brothers", which is part of the Olympic Games in Beijing in 2008, sponsors the only white in the world. Haier to create its own brand in the country, local, and increase the Haier brand significantly reputation all over the world.
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
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:
本科毕业设计（论文）外文翻译基本规范 一、要求 1、与毕业论文分开单独成文。 2、两篇文献。 二、基本格式 1、文献应以英、美等国家公开发表的文献为主（Journals from English speaking countries）。 2、毕业论文翻译是相对独立的，其中应该包括题目、作者（可以不翻译）、译文的出处（杂志的名称）（5号宋体、写在文稿左上角）、关键词、摘要、前言、正文、总结等几个部分。 3、文献翻译的字体、字号、序号等应与毕业论文格式要求完全一致。 4、文中所有的图表、致谢及参考文献均可以略去，但在文献翻译的末页标注：图表、致谢及参考文献已略去(见原文)。（空一行，字体同正文） 5、原文中出现的专用名词及人名、地名、参考文献可不翻译，并同原文一样在正文中标明出处。 二、毕业论文（设计）外文翻译 （一）毕业论文（设计）外文翻译的内容要求 外文翻译内容必须与所选课题相关，外文原文不少于6000个印刷符号。译文末尾要用外文注明外文原文出处。 原文出处：期刊类文献书写方法：[序号]作者（不超过3人，多者用等或et al表示）.题（篇）名[J].刊名（版本）,出版年，卷次（期次）：起止页次. 原文出处：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. 原文出处：论文集类文献书写方法：[序号]作者.篇名[A].编著者.论文集名[C]. 出版地：出版者，出版年.起止页次。 要求有外文原文复印件。 （二）毕业论文（设计）外文翻译的撰写与装订的格式规范 第一部分：封面
1.封面格式:见“毕业论文（设计）外文翻译封面”。普通A4纸打印即可。 第二部分：外文翻译主题 1.标题 一级标题，三号字，宋体，顶格，加粗 二级标题，四号字，宋体，顶格，加粗 三级标题，小四号字，宋体，顶格，加粗 2.正文 小四号字，宋体。 第三部分：版面要求 论文开本大小：210mm×297mm（A4纸） 版芯要求：左边距：25mm，右边距：25mm，上边距：30mm，下边距：25mm，页眉边距：23mm，页脚边 距：18mm 字符间距：标准 行距：1.25倍 页眉页角：页眉的奇数页书写—浙江师范大学学士学位论文外文翻译。页眉的偶数页书写—外文翻译 题目。在每页底部居中加页码。（宋体、五号、居中） 装订顺序是：封皮、中文翻译、英文原文复印件。
市场营销策略论文中英文资料对照外文翻译市场营销策略 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 1 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
附件1（毕业设计一） 材料科学与工程学院毕业实习环节 外文翻译要求 一、翻译论文的选择： 1、与自己毕业设计相关的外文参考文献 2、该译文可以作为设计论文中文献综述中的部分内容； 3、原则上选取的英语原文不超过5页。 二、译文结构内容 1、作者，英文原文题目，期刊名称，卷期号，年份，起止页码， 2、文章题目，作者（保持英文，不需翻译），作者单位（英文不变） 3、摘要，关键词 4、正文部分：引言，试验过程，结果与讨论，结论，参考文献（保持原文 状态） 5、译文中的图标需要翻译，图可以复印后粘贴或扫描插入 三、译文和原文统一装订在一起，独立与毕业论文一起上交 四、几点附属说明 1 文章所在期刊的期刊名及相关信息不要翻译。 2 文章的作者，作者的单位，地址，下注的通讯作者的情况，参考文献不要翻译。3文章的题目，摘要，关键词，及正文都要按照原文的顺序来翻译。 4文章中图表翻译示例如下： 此为翻译前的表格：
此为翻译后的表格： 表1 微波和常规方法加工的粉体金属样品的性能 Table 1 Properties of microwave and conventionally processed powdered metal samples MW 代表微波烧结；conv代表常规方法。大部分微波烧结的 样品的断裂模量比常规方法烧结的要高。许多微波烧结的样品 的密度也是高于常规方法烧成的样品。 MW, microwave processed; conv., conventionally processed. The modulus of rupture(MOR) of most microwave-processed samples is higher than that of the conventional samples. The densities of many microwave-processed samples are also higher than those of conventional samples. 即表头和注释中英文都要。表中其它插入的内容不要翻译。图片也是如此。
天津外国语大学国际商学院 本科生课程论文（设计） 题目：The components of marketing management 姓名：张瑞桐 学号：1307714011 专业：旅游管理 年级：2013级 班级：13715 任课教师：潘康宇 20 15 年 5 月
Content summary Every marketing program contains four key components:products and services,promotion,pricing and distribution.Based on this classification is dividedinto two parts, the first part willrevi ew the marketing, the second part was split into four parts,respectively, an in-depth analysis of the four elements. Key words：Marketing program；key components； Analysis
The components of marketing management 一、marketing concept Sales management refers to the achievement of corporate or organizational goals, establishing and maintaining mutually beneficial exchange with the target market, and design projects in the analysis, planning, implementation and control. The essence of marketing management, demand management, that is, on the level, timing, and nature of demand for effective mediation. Marketing management practice, companies often need to preset a desired level of market demand, however, the actual level of market demand and the expected level of demand is not the same. This requires marketing managers for different needs, different management strategies and effectively to market requirements to ensure the achievement of business objectives. 二、the key components （一）products and services Product is an important component of market. Marketers define a product as a bu ndle of physical, service and symbolic attributes designed to satisfy customer’s wants and needs. While goods are tangible products that customers can see, hear, smell and t aste or touch. Most service providers can not transport or store their products, custom ers simultaneously buy and consume consume products like haircut, car repair and vis it to a dentist. Services are intangible tasks that satisfy the needs of customers. One w ay to distinguish service and goods is the service-goods continuum that can help mark eters to visualize the differences and similarities between goods and services. Besides, there are several characteristics that distinguish goods from services: tangibility, Inse parability, Perishability, Difficulty of standardization, Frequent requirement of interact ion between buyer and Seller, Variability.
“论文学翻译过程” “语义翻译和交际翻译理论在英汉翻译中的运用” “英语句子成分的省略及汉译” “文学翻译中隐喻的传译” 一、选题范围 1、翻译与文化：可以从宏观和微观两个方面考虑。宏观方面，一般从翻译在目 的语社会文化中的生产、接受、翻译在目的语社会文化中所起的功能等角度讨论，可以从社会、文化、历史、交际的视角切入。阐述为什么有那样的译文？如严复 的翻译，林纾的翻译，傅东华翻译《漂》时为什么使用归化的手段，鲁迅翻译的 策略，翻译材料的选择等等。微观方面，可以讨论语言文字所承载的文化内容和 内涵如何在翻译中表达，如文化负载词的翻译策略等。 2、翻译与语言学理论：可以从篇章语言学，功能语言学（如喊韩礼德的系统功 能理论等），对比语言学，心理语言学，交际语言学、文化语言学等方面考虑选题。如功能语言学和篇章语言学中讨论的衔接与连贯及其翻译，也可以讨论他们在英语和汉语中的差别入手，进一步讨论他们在翻译中的处理，主位、述位的推进极其在翻译中的体现。英语汉语对比及其翻译策略等等。 3、翻译与语文学。主要从艺术的角度讨论文学翻译中的问题。 4、应用翻译：主要从特殊用途英语如商务英语、科技英语、旅游英语等方面讨 论在这些特殊领域中涉及的翻译问题如何处理。如旅游宣传资料的翻译等。 5、译文对比：可以是同一篇文章、同一本书，不同的译者在同以时期或不同时 期进行的翻译做的对比，也可以是同一个译者对同一篇文章或书在不同时期的翻 译的对比；可以是翻译技巧等微观层面的对比，也可以是宏观曾面的对比，以探索为什么在不同时期译者回采取不同的策略，有哪些社会的、文化的、政治的、 意识形态的原因？ 6、翻译及评论：首先选择一篇长文，一般是文学作品且没有人翻译过，进行翻 译，翻译完后，从上述五个方面选择一个理论视角对自己的翻译进行评论。 7、译者风格。 8、翻译与美学。 二、选题方法： 上述各个方面均可写出几本甚至几十本专著，因此大家从上述方面可以选出一个写作的范围。缩小选题范围：首先是广泛浏览上述各有关方面翻译研究资料，以确定自己对哪方面感兴趣且有话可说，这是缩小范围的第一步。然后在自己感兴