货币政策与房地产价格外文文献翻译最新译文

外文原文及译文一、外文原文Subject：Financial Analysis with the DuPont Ratio: A UsefulCompassDerivation：Steven C. Isberg, Ph.D.Financial Analysis and the Changing Role of Credit ProfessionalsIn today's dynamic business environment, it is important for credit professionals to be prepared to apply their skills both within and outside the specific credit management function. Credit executives may be called upon to provide insights regarding issues such as strategic financial planning, measuring the success of a business strategy or determining the viability of an acquisition candidate. Even so, the normal duties involved in credit assessment and management call for the credit manager to be equipped to conduct financial analysis in a rapid and meaningful way.Financial statement analysis is employed for a variety of reasons. Outside investors are seeking information as to the long run viability of a business and its prospects for providing an adequate return in consideration of the risks being taken. Creditors desire to know whether a potential borrower or customer can service loans being made. Internal analysts and management utilize financial statement analysis as a means to monitor the outcome of policy decisions, predict future performance targets, develop investment strategies, and assess capital needs. As the role of the credit manager is expanded cross-functionally, he or she may be required to answer the call to conduct financial statement analysis under any of these circumstances. The DuPont ratio is a useful tool in providing both an overview and a focus for such analysis.A comprehensive financial statement analysis will provide insights as to a firm's performance and/or standing in the areas of liquidity, leverage, operating efficiency and profitability. A complete analysis will involve both time series and cross-sectional perspectives. Time series analysis will examine trends using the firm's own performance as a benchmark. Cross sectional analysis will augment the process by using external performance benchmarks for comparison purposes. Every meaningful analysis will begin with a qualitative inquiry as to the strategy and policies of the subject company, creating a context for the investigation. Next, goals and objectives of the analysis will be established, providing a basis for interpreting the results. The DuPont ratio can be used as a compass in this process by directing the analyst toward significant areas of strength and weakness evident in the financial statements.The DuPont ratio is calculated as follows:ROE = (Net Income/Sales) X (Sales/Average Assets) X (Average Assets/Avenge Equity)The ratio provides measures in three of the four key areas of analysis, eachrepresenting a compass bearing, pointing the way to the next stage of the investigation.The DuPont Ratio DecompositionThe DuPont ratio is a good place to begin a financial statement analysis because it measures the return on equity (ROE). A for-profit business exists to create wealth for its owner(s). ROE is, therefore, arguably the most important of the key ratios, since it indicates the rate at which owner wealth is increasing. While the DuPont analysis is not an adequate replacement for detailed financial analysis, it provides an excellent snapshot and starting point, as will be seen below.The three components of the DuPont ratio, as represented in equation, cover the areas of profitability, operating efficiency and leverage. In the following paragraphs, we examine the meaning of each of these components by calculating and comparing the DuPont ratio using the financial statements and industry standards for Atlantic Aquatic Equipment, Inc. (Exhibits 1, 2, and 3), a retailer of water sporting goods.Profitability: Net Profit Margin (NPM: Net Income/Sales)Profitability ratios measure the rate at which either sales or capital is converted into profits at different levels of the operation. The most common are gross, operating and net profitability, which describe performance at different activity levels. Of the three, net profitability is the most comprehensive since it uses the bottom line net income in its measure.A proper analysis of this ratio would include at least three to five years of trend and cross-sectional comparison data. The cross sectional comparison can be drawn from a variety of sources. Most common are the Dun & Bradstreet Index of Key Financial Ratios and the Robert Morris Associates (RMA) Annual Statement Studies. Each of these volumes provide key ratios estimated for business establishments grouped according to industry (i.e., SIC codes). More will be discussed in regard to comparisons as our example is continued below. As is, over the two years, Whitbread has become less profitable.Leverage: The Leverage Multiplier (Average Assets/Average Equity)Leverage ratios measure the extent to which a company relies on debt financing in its capital structure. Debt is both beneficial and costly to a firm. The cost of debt is lower thanthe cost of equity, an effect which is enhanced by the tax deductibility of interest payments in contrast to taxable dividend payments and stock repurchases. If debt proceeds are invested in projects which return more than the cost of debt, owners keep the residual, and hence, the return on equity is "leveraged up." The debt sword, however, cuts both ways. Adding debt creates a fixed payment required of the firm whether or not it is earning an operating profit, and therefore, payments may cut into the equity base. Further, the risk of the equity position is increased by the presence of debt holders having a superior claim to the assets of the firm.二、译文题目：杜邦分析体系出处：史蒂文c Isberg运输研究所硕士论文杜邦分析体系财务分析与专业信用人员的角色转变在当今动态商业环境中，信贷的专业人士申请内部外部的特定信贷管理职能的技能非常重要。

A global house-price slump is coming全球房价即将暴跌It won’t blow up the financial system, but it will be scary虽然不会摧毁金融体系，但仍然令人恐慌Over the past decade owning a house has meant easy money. Prices rose reliably for years and then went bizarrely ballistic in the pandemic. Yet today if your wealth is tied up in bricks and mortar it is time to get nervous.过去十年里，拥有一套房就意味着轻松赚钱。

房价多年来一直稳步上涨，甚至在疫情期间还异乎寻常地飙升了。

然而现如今，如果你的财富被套牢在房产上，那你应该感到紧张了。

House prices are now falling in nine rich economies. The drops in America are small so far, but in the wildest markets they are already dramatic. In condo-crazed Canada homes cost 9% less than they did in February.九个发达经济体的房价都在下跌。

到目前为止，美国房价的跌幅还不大，但最疯狂的市场的房价跌幅已经非常大了。

在热衷于共管公寓的加拿大，房价较今年2月下跌了9%。

As inflation and recession stalk the world a deepening correction is likely—even estate agents are gloomy. Although this will not detonate global banks as in 2007-09, it will intensify the downturn, leave a cohort of people with wrecked finances and start a political storm.随着通货膨胀和经济衰退的风险在全球范围内蔓延，房价或将迎来一场深度调整——甚至房地产经纪人也对此感到悲观。

英语中宏观经济常用词汇以及实际应用1. Gross Domestic Product (GDP) (国内生产总值)Sentence:The country's Gross Domestic Product grew by 3% this year, indicating economic expansion.中文翻译:该国今年的国内生产总值增长了3%，显示出经济的扩张。

2. Inflation (通货膨胀)Sentence:High inflation rates can erode consumers' purchasing power over time.中文翻译:高通货膨胀率会随着时间的推移侵蚀消费者的购买力。

3. Unemployment Rate (失业率)Sentence:The unemployment rate decreased to 5% last month, signaling a recovering labor market.中文翻译:上个月失业率下降至5%，表明劳动力市场正在恢复。

4. Fiscal Policy (财政政策)Sentence:The government implemented expansionary fiscal policy to stimulate economic growth.中文翻译:政府实施了扩张性的财政政策以刺激经济增长。

5. Monetary Policy (货币政策)Sentence:The central bank adjusted its monetary policy by lowering interest rates to encourage borrowing.中文翻译:中央银行通过降低利率调整了货币政策，以鼓励借贷。

6. Balance of Trade (贸易平衡)Sentence:A positive balance of trade occurs when a country's exports exceed its imports.中文翻译:当一个国家的出口超过进口时，就会出现贸易平衡顺差。

Real Estate Appraisal ReportName of Appraisal Object:Appraisal Client:Real Estate Appraisal Institution:Certified Real Estate Appraiser:Issuing Date of Appraisal Report:Appraisal Report No.:Table of ContentsLetter to Appraisal Client (2)Statement by Appraisers (3)Appraisal Assumptions and Restrictions (4)I. Appraisal Assumptions (4)II. Restrictions on Use of Appraisal Report (4)Real Estate Appraisal Results Report (7)I. Appraisal Client (7)II. Real Estate Appraisal Institution (7)III. Appraisal Object (7)IV. Appraisal Purpose (9)V. Value Point (9)VI. Value Type (9)VII. Appraisal Basis (9)VIII. Appraisal Principles (10)IX. Appraisal Methods (11)X. Appraisal Results (Monetary Unit: RMB) (12)XI. Certified Real Estate Appraisers (12)XII. Appraisal Work Period (12)XIII. Validity Term of Appraisal Report (12)XIV. Legal Representative of Real Estate Appraisal Entity (Signature and Seal)..12 XV. Real Estate Appraisal Entity (Official Seal) (12)AppendixesLetter to Appraisal ClientTo XXXXXX,Upon your entrustment, we have conducted objective and fair appraisal work to evaluate the market value of the real estate located at XXXXXX (built-up area: 125.94m2). Appraisal purpose: to evaluate the market value of the appraisal real estate for reference of the appraisal client’s financial support for going abroad.In accordance with the Code for Real Estate Appraisal and other applicable policies, laws and regulations, based on the field investigation completed on XXXXXX and information of the real estate market and abundant experience we have long acquired and accumulated in the real estate appraisal industry, the appraisers have taken the comparison method to comprehensively analyze all influencing factors of the real estate according to documents provided by the client and the appraisal purpose. All appraisal procedures were carried out in an equal, fair and open manner, and through careful analysis and calculation, provided that all assumptions and restrictions of the appraisal object are satisfied, the market value of the appraisal object at the value point, XXXXXX, is estimated as the following:Unit price of the appraisal object: RMB 15,119/m2Total price of the appraisal object: RMB 1,904,100.00 (in words: RMB one million nine hundred and four thousand one hundred only)For information of detailed appraisal results, process and relevant explanations, please refer to the Real Estate Appraisal Results Report.Hereby notified.XXXXXXLand Appraisal Consulting Co., Ltd.Legal Representative of Real Estate Appraisal EntityXXXXXXStatement by AppraisersWe hereby make this Statement solemnly that:1.We have stated all facts truthfully and accurately in the Appraisal Report.2.All analysis, opinions and conclusions we provided herein are made in an objective, fair and professional manner but still in the limitation of appraisal assumptions and restrictions already stated herein.3.We are disinterested in and impartial to the object and interested parties to this appraisal.4.We have given our opinions and conclusions and prepared the Appraisal Report in accordance with the Code for Real Estate Appraisal of the People’s Republic of China and the Standard for Basic Terminology of Real Estate Appraisal.5.Our appraisers have conducted the field investigation of the appraisal object on XXXXXX.6.No one provides important professional help to this Appraisal Report.Signature and Seal of Appraisers:XXXXXX (Certified Real Estate Appraiser, Certificate No.: XXXXXX)Signature and Seal:XXXXXX (Certified Real Estate Appraiser, Certificate No.: XXXXXX)Signature and Seal:Appraisal Assumptions and RestrictionsI. Appraisal Assumptions1.It is assumed in this appraisal that both parties of the real estate transaction are on an equal footing and have the time and access to obtain sufficient market information that required for rational judgment toward the function, use and transaction price of the real estate.2.The documents and information provided by the client are true and reliable, and all relevant legal instruments grounded for this Appraisal Report are lawful, authentic and complete. This appraisal institution shall not be held liable for any concealment or false information provided herein.3.The appraisers have conducted the field investigation of the appraisal object on appearance and service conditions, which does not cover the duties to examine and detect inner quality of building structure, equipment or other covered, unexposed or inaccessible parts of this appraisal object.4.It is assumed that the appraisal object continues to serve for the designed purpose.5.It is assumed that conditions of the appraisal object at the value point are consistent with those on the field investigation date, which shall be indicated hereunder for information of users of this Appraisal Report.II. Restrictions on Use of Appraisal Report1.The real estate price evaluated herein is a market value estimated based on the specific purpose and restrictions at the value point. It does not concern the mortgage status change, force majeure, enforcement actions, quick liquidation, disposal cost, transaction taxes and other factors after the value point, which should be given full consideration and attention of the report users.2.Conditions of this appraisal object and the real estate market may influence the real estate market value over time. Please adjust the appraisal results accordingly or makereappraisal in case of major changes taken place.3.This Appraisal Report shall only be used by the client for the appraisal purpose, invalid for any other purpose. In case of any consequence incurred from misuse of this Appraisal Report by the client, the appraisal institution and registered appraisers shall not be held liable. If this report needs to be used for other purpose, please make reappraisal accordingly.4.This report is issued on XXXXXX and valid for one year since the date of issue. We will not undertake liabilities for the use of this report exceeding the valid term.5.Any content of this report is not allowed to be published in any public media. All interpretation rights are reserved by XXXXXX.6.The appraisal work is conducted under the condition that the appraisal object has not been leased or sold by the end of value point.7.The appraisal results include the value of inner irremovable or necessary facilities and equipment of the real estate designed to meet the needs of function, excluding the value of other movable furniture or appliances.8.It is assumed that the appraisal object is a lawful and transferable real estate available for mortgage.9.The appraised price is an open market value of the appraisal object on XXXXXX, which is most likely to be realized under the following conditions:(1)B oth parties conduct the transaction voluntarily;(2)B oth parties conduct the transaction for their own good;(3)B oth parties possess necessary professional knowledge and know the transaction object;(4)B oth parties have obtained necessary market information;(5)B oth parties have plenty of time for transaction;(6)T here is no additional price offered by the purchaser for his/her special interest. 10.The appraisers have not measured the built-up area and corresponding area of land use right of the appraisal object. The appraisal results are concluded based on the data indicated in the Real Estate Ownership Certificate, which should be adjusted accordingly in case of change of relevant data.11.The report is not responsible for detection of inner quality hard to be discovered of the building and onsite facilities.Real Estate Appraisal Results ReportI. Appraisal Client:Name: XXXXXXID Card No.: XXXXXXAddress: Room 303, No. 17, Wenduan Street, Nangang District, Harbin CityII. Real Estate Appraisal Institution:Name: XXXXXXLegal Representative: XXXXXXAddress: No. 152, Harbin Avenue, Nangang District, Harbin CityQualification Level: Level IICertificate No.: 2301001III. Appraisal Object:1. Rights, Interests and Physical Conditions of Appraisal ObjectThe appraisal object is located at XXXXXX, Harbin City. Real Estate Ownership Certificate No.: H. (2017) Harbin City Real Estate Ownership No. XXXXXX; owner: XXXXXX; purpose: Residence; built-up area: 125.94m2; total floors: 32; floor located: 26; building structure: Reinforced concrete; completion year: 2008. Physical conditions: The real estate entrusted for appraisal is equipped with tap water, drainage, heating, lighting and other supporting facilities that are in good service conditions. The whole structure is intact without damage or uneven settlement. Decoration status of the appraisal object: Security entrance door and plastic steel windows; tiled floor, painted wall and ceiling and one wallpapered wall in the living room; tiled floor, painted wall and ceiling in bedrooms; titled floor and wall, suspended ceiling and equipped with toilet bowl, water heater and washbasin in the bathroom; titled floor and wall as well as suspended ceiling in the kitchen.2. Location Conditions of Appraisal ObjectThe appraisal object is located at XXXXXX, Harbin City, with Nanji Market, Agricultural Bank of China, Harbin Sports Bureau, Changqing Park and other service facilities nearby.Harbin City (125°42′E~130°10′E, 44°04′N~46°40′N) is located in the northeast of Northeast China Plain, the south of Heilongjiang Province and the center of Northeast Asia, which is an important hub of Siberian Landbridge and Air Corridor. It borders on Mudanjiang City and Qitaihe City in the east, Yichun City and Jiamusi City in the north, Suihua City in the west, Changchun City and Jilin City of Jilin Province and Yanbian Korean Autonomous Prefecture in the south. Harbin City covers an area of 53100 square kilometers (therein: Urban area: 7086 square kilometers).Located at the central area of Northeast Asia, Harbin City is an important hub of Siberian Landbridge and Air Corridor and is known as the Pearl of Eurasian Land Bridge, a famous historical and cultural city, a popular tourist city and also an internationally renowned city for its culture of ice and snow. In addition, it is China’s strategic central city in Northeast Asia for border development and opening-up and Sino-Russian cooperation.Harbin is a big city in China with the highest latitude and the lowest temperature. It has four distinctive seasons, with a long and cold winter, a short and cool summer and the other two short transitional seasons with rapid temperature changes.Daowai District (126°15′E~127°30′E, 45°20′N~46°20′N) is a municipal district of Harbin City, Heilongjiang Province located in the middle east of Harbin City. It borders on Acheng District and Binxian in the east, Nangang District and Xiangfang District in the south, Songbei District and Hulan District in the north and is bounded by Harbin-Manzhouli Railway with Daoli District in the west. The whole district covers an area of 618.6 square kilometers.Analysis of real estate market in Harbin City: As of 2018, the real estate markets in over 100 cities in China have been regulated and controlled for more than 600 times in the recent two years. The overstock last year helps to cool down the real estatemarkets in most cities, but in some cities with insufficient stock, the property price will still be increasing. Seeing from changes of the real estate market since the beginning of this year, especially those in recent two months, we can clearly figure out features of the real estate market. Firstly, the property price is still rising, but in the recent two months, it is increasing more slowly, especially in the first-tier and some second-tier cities after introduction of some restriction policies, which indicates the upward trend before has been under preliminary control. Secondly, in the recent months, the property price in the first-tier and the second-tier cities still stays firm. Harbin is a second-tier city, and the increase of its property price has slowed down. IV. Appraisal Purpose:To evaluate the market value of the appraisal real estate for reference of the appraisal client’s financial support for going abroad.V. Value Point:On XXXXXX when the appraisers conducted the field investigation of the appraisal object.VI. Value Type:According to detailed conditions and the appraisal purpose of the appraisal object, the value type adopted for this appraisal is market value which refers to the transaction amount of this appraisal object realized by the transaction parties, both being informed, prudent and out of free will, in a fair transaction.VII. Appraisal Basis:1. Basis of Laws, Regulations and Technical Standards:(1)T he Law of the People’s Republic of China on Urban Real Estate Administration;(2)T he Law of the People’s Republic of China on Land Administration;(3)T he Law of the People’s Republic of China on Asset Appraisal;(4)C ode for Real Estate Appraisal (GB/T50291-2015)of the People’s Republic of China;(5)S tandard for Basic Terminology of Real Estate Appraisal (GB/T50899-2013) of the People’s Republic of China.2. Basis for Act of Appraisal:Real Estate Appraisal Agreement3. Basis of Real Estate Ownership for Appraisal:Real Estate Ownership Certificate4. Basis for Price Determination:(1)S tandard for Determination of Housing Conditions;(2)S urvey data of real estate market;(3)O ther relevant market data we acquired and information acquired by the certified appraisers through field investigation.VIII. Appraisal Principles:This appraisal is conducted in the following principles:1. Principle of Independence, Objectivity and ImpartialityIt is required that the appraisal institution should provide a appraisal result that is reasonable and fair for all interested parties in a realistic, fair and upright manner on the position of neutrality without any interference.2. Principle of LegalityThe value or price of the appraisal object shall be evaluated under legal and lawful conditions.3. Principle of Value PointThe appraisal result shall be the value or price appraised at a specific time according to the appraisal purpose determined.4. Principle of SubstitutionDifference of the price or value of the appraisal object with that of the similar real estate under the same conditions should be reasonable.5. Principle of the Highest and Best UseIt is required that the appraisal object should be appraised in the premise of the highest and best use.IX. Appraisal Methods:1. Selection of Appraisal Method:The appraisal object is one of those house properties in the floor 26 of a high building. Therefore, it cannot be assumed to be an independent development and construction project, for which the cost method is not applicable. The appraisal object has no potential of development or redevelopment, so the hypothetical development method is not suitable. The real estate is occupied by the owner and there is very few data available for reference of leasing of similar real estate in the community, so the income method is also abandoned. Finally, the appraisers adopted the comparison method for appraisal because the appraisal object is designed for residence, and there are transactions of similar real estate completed in the region where the real estate is located. No other method is selected due to lack of information.This appraisal project is conducted in the comparison method.2. Brief Introduction of Appraisal Method:Comparison method: Select some comparable cases and compare them with the appraisal object, and then conclude a value or price for the appraisal object after treatment of their difference and transaction prices of these comparable cases.X. Appraisal Results (Monetary Unit: RMB)Through comprehensive and careful analysis of all factors that may affect the appraisal value under all appraisal assumptions and restrictions hereof, the market value of the appraisal object at the value point is assessed to be:Unit price of the appraisal object (rounded): RMB 15,119/m2Total price of the appraisal object (rounded): RMB 1,904,100.00 (in words: RMB one million nine hundred and four thousand one hundred only)XI. Certified Real Estate Appraisers:XII. Appraisal Work Period:From XXXXXX to Jan. 9, 2019XIII. Validity Term of Appraisal ReportThis Appraisal Report shall be valid for one year (from XXXXXX to XXXXXX) starting from the date of issue.XIV. Legal Representative of Real Estate Appraisal Entity (Signature and Seal): XV. Real Estate Appraisal Entity (Official Seal):XXXXXXLand Appraisal Consulting Co., Ltd.XXXXXX。

XXX财务分析体系外文文献翻译最新译文XXX the use of DuPont financial analysis system in XXX DuPont system breaks down the return on equity (ROE) into three components: net profit margin。

asset turnover。

and financial leverage。

Using data from a sample of listed companies。

the study finds that the DuPont system is effective in XXX。

the XXX that it should be used in n with other financial analysis tools.In recent years。

there has been a growing interest in using financial analysis tools to XXX financial analysis system is one such tool that has XXX in the 1920s to analyze the performance of its own ns。

Since then。

it has been widely used in the financial XXX.The DuPont system breaks down the ROE into three components: net profit margin。

asset XXX。

and financial leverage。

The net profit margin measures the XXX efficiency of the company's use of its assets to generate sales。

FOMC货币政策会议声明全文（中英文对照）1. 引言FOMC（美联储的Federal Open Market Committee）货币政策会议声明是国际金融市场上一份备受关注的文件。

它反映了美联储对当前经济形势的分析和对未来货币政策的展望。

在本文中，我们将对最新一期FOMC货币政策会议声明进行深入解读，探讨其中的重要内容和对金融市场的影响。

2. 背景介绍FOMC每季度举行一次货币政策会议，会议结束后发布货币政策会议声明。

这份声明通常包括对当前经济形势的评估、对通货膨胀和就业市场的展望、以及未来货币政策的预期。

投资者、学者和分析师通常密切关注这一声明，因为它对未来美国货币政策的走向有很大的指导作用。

3. FOMC货币政策会议声明全文（中英文）以下是最新一期FOMC货币政策会议声明的全文，我们将进行中英文对照，以便更好地理解其中的内容和细节。

Original EnglishThe Federal Open Market Committee decided today to keep its target for the federal funds rate at 0 to 1/4 percent andcurrently anticipates that economic conditions — including low rates of resource utilization and a subdued outlook for inflation over the medium run — are likely to warrant exceptionally low levels for the federal funds rate at least through mid-2013.中文翻译美联储联邦公开市场委员会今日决定将联邦基金利率的目标保持在0%至1/4%的水平，并目前预计，包括低利用率水平和在中期内通胀前景温和在内的经济状况，很可能需要把联邦基金利率维持在极低水平，至少维持至2013年中期。

房地产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)原文：Innovation Model of the Real Estate Marketing StrategyAbstract:With the rapid development of the real estate industry, real estate market is constant maturity, real estate marketing continues to move to a higher level, and real estate marketing innovation has become a key factor of the survival and sustainable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovationfrom the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network marketing, and several other aspects. At last the paper builds innovation model of the real estate marketing strategy.Key words: the real estate, marketing strategy, traditional marketing, innovation model.1. INTRODUCTIONAt present the salient features of the real estate market can be summarized as two words: high and fast. On the one hand, the real estate market vacancy rate is high. As of the end of March 2006, area of vacant commodity housing reached 1.23 billion square meter, up 23.8%,if the average 4,000 yuan per square meter to calculate, its total assets is approximately 5000 billion yuan. The current vacancy rate of China's real estate market is far more than the international police line10%,reaches 20% even 30%.On the other hand, we have seen rapid increases in house prices. By the end of March 2006, the survey jointly issued by National Development and Reform Commission and the National Bureau of Statistics showed that, in February 2006,70 medium-sized cities nationwide housing sales price of a new year-on-year rise 6.2%, national housing prices maintained a steady growth, 70 medium-sized cities housing sales price rose over the same period last year 5.5%. The major reasons are: helped purchase investment, structural imbalance, and a serious lack of marketing concepts.2.TRADITIONAL REAL ESTATE MARKETING STRATEGY AND ITS DRAWBACKSThe peak of traditional marketing theory is founded in the United States in 1960 of the Michigan State University 4P theory, marketing is the effective combinations of four basic elements, that is, Product, Price, Place, Promotion. The theory assumes that as long as an enterprise have high-quality products, the development of a reasonable price, using the appropriate distribution channels and suitable promotional measures, corporate expected marketing objectives can be successfully achieved. The theory of "enterprise-centric" implemented the marketing from the inside out.Product as the core marketing strategy is the product as a source of competitive advantage, product development, product market share as the driving force of corporate profits, products asset-oriented, configure a variety of marketing resources, to achieve the most excellent product portfolio in limited resources, to enable enterprises to achieve maximum profit in order to obtain the sustainable developmentof enterprises. Its main drawbacks are: it is no guarantee that the product itself will certainly be able to meet the market demand, concerned about the process of product marketing, the indicators products of less than expected for the future, and Product portfolio management to make business performance evaluation results of one-sidedness (Bai 2006).In the face of harsh market conditions, real estate companies began to rethink their marketing, and gradually accepted theory 4C. 4C is the desire and needs of consumers (Consumer), the cost of consumer access satisfaction (Cost), the convenience of consumers to buy (Convenience), business and consumers effective communication (Communication). The real importance of 4C theory lies in the behavioral responses of consumers, through the two-way communication of businesses and consumers, the establishment of stable long-term relationship, to establish the competitive advantage of enterprises and brand in the market. 4C theory suggests that, in the marketing mix, product, pricing, marketing channels and other variables are likely to be imitated by competitors to or surpass, but only the value of corporate brand is hard to replace, and that is closely related to the degree of consumer recognition , so enterprises must fully arrange marketing mix strategy for the consumer's point. This theory emphased on consumer demand-oriented, full account of the cost of consumers willing to pay, care for the convenience of consumers, and communicate to consumers, so as to promote the combination between long-term interests of the community and the economic interests of businesses.In 20th century 90’s, the United States, Schulz put forward 4R theory, that is Related, Reflect, Relation, Reward, set forth the new marketing elements, including the establishment of linkages with customers, improving market reaction speed, attention to relationship marketing and marketing returns. This theory is oriented to competition, to focus on relationship marketing, to maintain the long-term cooperative relations between business and clients.Under the new situation, real estate sales face new challenges, and marketing strategy innovation is imperative. When consumers’ choose to living no longer stays in the emotional consumer, when the market demand shifts from emphasis on experience living life to the pursuit of high-quality conversion, real estate is on the access to “quality of the winning” time. This requires the implementation of total quality marketing in the whole process of real estate development and operation.From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, real estate businesses will invest time and energy to build to enable target customers find valuable “quality.”Commodities as a result of real estate properties and real estate companies in China based on different levels, the situation is different, marketing and business marketing are still in development, so at least one time, 4Ps, 4Cs, 4Rs will be used in different companies. 4Ps of marketing theory is a basic framework for marketing though thinking in standing enterprises terms. 4Cs marketing theory thinks standing in terms of customers, but they do not focus on the overall operation from the business perspective, but there is no focus from the core purpose of marketing to analyze the problem, 4Ps and 4Cs marketing are static description to key elements of the marketing process, not a dynamic process from the marketing core purpose. 4Rs is the result of two integrated refining, to meet the core of marketing, and is a dynamic process. But 4Rs is not as a substitute for 4Ps, 4Cs, but is innovation and development based on the 4Ps, 4Cs, so we can not be separated into three or even against. Only in this way enterprises can be in fierce competition in the real estate market.3. INNOV ATIVE MARKETING STRATEGY3.1 Differences in the Quality of PositioningThrough the survey analysis of the state of objective customers demand and expectations of the quality, the quality positioning of product is determined. On the quality of positioning, enterprises should not only focus on of the functional quality of products, but also the applicability of the quality of the product. In the increasingly prominent consumer personality today, enterprises must start from these two aspects of products innovation and personalized products in order to gain advantages in products. On the one hand, with the economic and technological developments, customer demand changes, customer puts forward new requirements for products, and enterprises must provide continuously innovative products for the customers to adapt to such changes. On the other hand, higher-level customers are no longer satisfied with mass produced products, they can reflect the personality of the more popular products. As a result of technology development, product personalization and production economies of scale are no longer mutually antagonistic contradictions. Enterprises can maintain a certain economy of scale, at the same time, to provide customers with individual products to meet their different needs, so that everycustomer can be satisfied with the feelings.3.2 Customer SatisfactionAs an enhancing tool to enterprise competitiveness, customer relationship management (CRM) has given rise to great concern to the real estate industry, and in some well-known real estate company has been applied.“Satisfactory” is a psychological term and refers to a person's positive state of mind. This state is due to that some outside stimulus make some sort of demand or expectations be met and the “desired” (that is, in line with the intention), in order to feel some kind of “Fiat” (that is, psychological pleasure). The premise of satisfied is this kind of outside stimulus, including the stimulation of physical, mental and a combination of both. Therefore, the master of marketing Philip Kotler defined customer satisfaction as: customer satisfaction refers to a person forms the formation of feeling state after comparing a product of the effect of perceived (or results) to his expectations, is the differences function between effect perceived and expectations. The features as followed: subjectivity, instability, the multilevel nature.Customer satisfaction can benefit to the enterprise through ongoing repeat purchase, recommendation of new clients. This is one of the reasons for many businesses to pursuit customer satisfaction. For real estate development enterprises, the significance of customer satisfaction is also reflected in these two areas. As shown in Figure 1, customer satisfaction from the purchase to satisfaction, from satisfaction to loyalty, and finally spread to their own friends and family, this process will result in high profit to real estate development companies. In order to increase customer satisfaction, enterprises should first collect information on customer needs, expectations and habits. These sources of information include: market analysis; through surveys to customers, meetings with customers as well as the concerns of specific customer groups and understand the customer's needs and the customer satisfaction information; not satisfied information from customers services failure report or customers complaining. Secondly, this information should be based on the development of real estate products; it can make use of QFD (Quality Function Deployment) to achieve. Third, we should come up with a solution according to complain and customers services failed report to improve the products and services (Yang 2006).3.3 Network MarketingThe 21st century is the century of network marketing. Real estate networkmarketing refers to a kind of marketing that enterprises make use of computer systems, networks online and interaction digital media to market research, product marketing and other business activities, so as to more effectively individuals and organizations contributed to the realization of transactions in order to achieve the objectives of corporate marketing (Xu 2007). With the advent of the age of electronic commerce, network marketing as a brand-new modern marketing idea will become real estate an irresistible trend.Network marketing has changed the traditional marketing of information “push” mode, and provides a “Pull” approach, consumers on the network can have a lot of initiative, you can decide when browsing, to which pages to visit, browse the contents of the information. In addition, if consumers are interested in real estate ads on the internet, you can click the relevant content, detail more information, real estate enterprises take advantage of this new type of marketing can get the following benefits: (1) Save the cost of marketing activities, (2) Consumers can participate in interactive marketing activities, (3)Use of multimedia functions to introduce a comprehensive real estate projects, (4) Network Marketing breakthroughs of the geographical boundaries of real estate marketing, (5) Provide 24-hour non-stop marketing services (Liu 2008).3.4 Integrated Marketing20th century 90’s, the United States, Professor D•E Schulz, who put forward Integrated Marketing, the basic idea can be summed up in two aspects: on the one hand, advertising, promotion, design, packaging and all communication activities are attributable to advertising campaigns within the framework; On the other hand so that the spread of a unified corporate advisory conveyed to consumers (Liu 2007). Its purpose is to use various means of communication to maximum effectiveness on different stages of marketing, and to establish long-term and maintain the relationship between businesses and consumers ultimately. For the implementation of the integrated marketing project, what consumers see and hear and what feel are exactly the same, the benefits of the project will be numerous different ways to communicate to consumers, consumer can be given a strong shock, so much repeated the same stimulation that the project has strengthened the impression the consumer, that will help increase consumer awareness of the project.Integrated marketing of real estate is formed based on the highly specialized division in the marketing aspect. It is under the guidance of the reunificationmarketing goal, a broad range of integrated marketing dynamic combination of systematic factors, the coordination of the various factors to adapt to the external marketing environment, for the different marketing tools at every stage of project development to play the best , unified, focused on the role, and ultimately establish a corporate image or brand groups, the overall strength and consistency, and to establisha long-term, two-way, to maintain the relationship.4. INNOV ATIVE MODEL OF REAL ESTATE MARKETING STRATEGY4.1 The Connotation of Innovative Model of Real Estate Marketing StrategyWith the development of the real estate industry, the customer has become a leader in the real estate market, real estate companies should shift customer perspective, customer satisfaction is the goal of marketing strategy. As a result of diversification of customer demand, the implementation of the difference between products and service is embodied the essence to achieve this goal. And integrated marketing and network marketing are means to achieve specific goals.Real estate marketing is full of innovation (Sui 2006). The so-called the whole real estate marketing refers to developers in the basis of full understanding and analysis of market demand, make the use of its available range of external and internal resources to optimize the combination, the conceptual design of the project and product positioning, planning and design, marketing plan promoting, property management and many other parts to this plan and co-ordinate the implementation and cost-effective process to make good.4.2 The Application of Innovative Model of Real Estate Marketing StrategyThe new situation setting new challenges to real estate sales, marketing strategy innovation is imperative. When consumers choose to live no longer staying in the emotional consumer, when the market demand shift from emphasis on living life experience to the pursuit of high-quality conversion, real estate access to "quality of the winning" Time. This requires the implementation of total quality marketing in the whole process of development and operation of real estate. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, and real estate businesses are willing to invest time and energy to build to enable target customers find valuable “quality”.Total quality marketing is based on customer needs as the guide, focus on improving the quality of products and services, through the whole process of marketing efforts to improve product quality, by driving quality performance toachieve the objectives of customer satisfaction, which is a new marketing idea.The implementation of the comprehensive quality marketing require marketers to pay attention to not only the quality of the whole process of marketing, to implement the quality management of the whole process of marketing (that is, marketing a comprehensive quality management); but also pay attention to the quality of their products, to participate in developing and controlling product quality standards, so that the quality of products can meet consumer demands. On the one hand, through the external marketing of quality control, we can improve customer perceptions of product quality, thereby enhancing customer satisfaction with the product; On the other hand, through internal marketing, we can promote the improvement of product quality.5. CONCLUSIONSAll in all, the starting point of the real estate marketing should be people-oriented and the integrity of the operation, which is an objective requirement of demand-oriented economy. Fundamentally speaking, no one marketing strategy is superior to another channel, therefore real estate developers in the marketing process should not rigidly adhere to a sales channel, but should be in accordance with their respective actual conditions, according to different market situation, consumers and policy, using a variety of marketing mix, giving full play to all kinds of marketing tactics advantages.Real estate marketing is a system, the key lies in its marketing resources in every link of the restructuring process, which requires marketing innovation in the project to do every step of the operation of quantitative, technical and standardization. Real estate marketing includes not only location, environment, room, price, brand, which also covers the design, packaging, and promoting the entire process. Only the professional marketing system by combining the local market characteristics and characteristics of the project itself and is the most effective marketing innovation. Therefore, we should do: (1) Profound insight into the market, (2) Market research innovation, (3) Qualitative and quantitative decision-making combination, (4) Specialized and systematic planning and the promotion of sales planning, (5) Effective implementation and control of sales.译文:房地产营销策略的创新模式摘要：随着房地产行业的快速发展，房地产市场的不断成熟，房地产市场继续移动到一个更高的水平，房地产营销创新已成为企业生存和可持续发展的关键因素。

毕业设计（论文）外文文献翻译文献、资料中文题目：财务风险管理文献、资料英文题目：Financial Risk Management 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14财务管理类本科毕业论文外文翻译译文：[美]卡伦·A·霍契.《什么是财务风险管理？》.《财务风险管理要点》.约翰.威立国际出版公司,2005:P1-22.财务风险管理尽管近年来金融风险大大增加，但风险和风险管理不是当代的主要问题。

全球市场越来越多的问题是，风险可能来自几千英里以外的与这些事件无关的国外市场。

意味着需要的信息可以在瞬间得到，而其后的市场反应，很快就发生了。

经济气候和市场可能会快速影响外汇汇率变化、利率及大宗商品价格，交易对手会迅速成为一个问题。

因此，重要的一点是要确保金融风险是可以被识别并且管理得当的。

准备是风险管理工作的一个关键组成部分。

什么是风险？风险给机会提供了基础。

风险和暴露的条款让它们在含义上有了细微的差别。

风险是指有损失的可能性，而暴露是可能的损失，尽管他们通常可以互换。

风险起因是由于暴露。

金融市场的暴露影响大多数机构，包括直接或间接的影响。

当一个组织的金融市场暴露，有损失的可能性，但也是一个获利或利润的机会。

金融市场的暴露可以提供战略性或竞争性的利益。

风险损失的可能性事件来自如市场价格的变化。

事件发生的可能性很小，但这可能导致损失率很高，特别麻烦，因为他们往往比预想的要严重得多。

换句话说，可能就是变异的风险回报。

由于它并不总是可能的，或者能满意地把风险消除，在决定如何管理它中了解它是很重要的一步。

识别暴露和风险形式的基础需要相应的财务风险管理策略。

财务风险是如何产生的呢？无数金融性质的交易包括销售和采购，投资和贷款，以及其他各种业务活动，产生了财务风险。

它可以出现在合法的交易中，新项目中，兼并和收购中，债务融资中，能源部分的成本中，或通过管理的活动，利益相关者，竞争者，外国政府，或天气出现。

外文文献翻译（附原文）外文译文一：产业集群的竞争优势——以中国大连软件工业园为例Weilin Zhao,Chihiro Watanabe，Charla-Griffy-Brown[J]. Marketing Science,2009(2):123-125.摘要：本文本着为促进工业的发展的初衷探讨了中国软件公园的竞争优势。

产业集群深植于当地的制度系统，因此拥有特殊的竞争优势。

根据波特的“钻石”模型、SWOT模型的测试结果对中国大连软件园的案例进行了定性的分析。

产业集群是包括一系列在指定地理上集聚的公司，它扎根于当地政府、行业和学术的当地制度系统，以此获得大量的资源，从而获得产业经济发展的竞争优势。

为了成功驾驭中国经济范式从批量生产到开发新产品的转换，持续加强产业集群的竞争优势,促进工业和区域的经济发展是非常有必要的。

关键词：竞争优势；产业集群；当地制度系统；大连软件工业园；中国；科技园区；创新；区域发展产业集群产业集群是波特[1]也推而广之的一个经济发展的前沿概念。

作为一个在全球经济战略公认的专家,他指出了产业集群在促进区域经济发展中的作用。

他写道：集群的概念,“或出现在特定的地理位置与产业相关联的公司、供应商和机构，已成为了公司和政府思考和评估当地竞争优势和制定公共决策的一种新的要素。

但是，他至今也没有对产业集群做出准确的定义。

最近根据德瑞克、泰克拉[2]和李维[3]检查的关于产业集群和识别为“地理浓度的行业优势的文献取得了进展”。

“地理集中”定义了产业集群的一个关键而鲜明的基本性质。

产业由地区上特定的众多公司集聚而成,他们通常有共同市场、,有着共同的供应商,交易对象,教育机构和其它像知识及信息一样无形的东西，同样地,他们也面临相似的机会和威胁。

在全球产业集群有许多种发展模式。

比如美国加州的硅谷和马萨诸塞州的128鲁特都是知名的产业集群。

前者以微电子、生物技术、和风险资本市场而闻名,而后者则是以软件、计算机和通讯硬件享誉天下[4]。

【Top News】>Daughters more popular英媒:房价削中国重男风High property prices and economic development have begun to erode China's traditional preference for sons, leading to a rise in the number of Chinese parents who say they want a daughter, the Financial Times of London reported Tuesday. The conventional wisdom - that China is a land of unwanted girls - is being changed as urbanization erodes the advantage of having sons to work the fields and support parents in old age. Rising property prices are also driving the change because Chinese families must traditionally buy an apartment for a son before he marries. As a result, Internet chat groups have sprang up where women exchange advice on how to conceive girls.英国《金融时报》2日称，中国的高房价和经济发展开始削弱人们重男轻女的传统风气，越来越多的父母表示更喜欢女儿。

文章称，城市化削弱了有儿子的优势，如儿子可以下田劳作、养老送终，因此"养女多余"的传统思想正渐行渐远。

外文文献翻译原文Analysis of Con tin uous Prestressed Concrete BeamsChris BurgoyneMarch 26, 20051、IntroductionThis conference is devoted to the development of structural analysis rather than the strength of materials, but the effective use of prestressed concrete relies on an appropriate combination of structural analysis techniques with knowledge of the material behaviour. Design of prestressed concrete structures is usually left to specialists; the unwary will either make mistakes or spend inordinate time trying to extract a solution from the various equations.There are a number of fundamental differences between the behaviour of prestressed concrete and that of other materials. Structures are not unstressed when unloaded; the design space of feasible solutions is totally bounded；in hyperstatic structures, various states of self-stress can be induced by altering the cable profile, and all of these factors get influenced by creep and thermal effects. How were these problems recognised and how have they been tackled?Ever since the development of reinforced concrete by Hennebique at the end of the 19th century (Cusack 1984), it was recognised that steel and concrete could be more effectively combined if the steel was pretensioned, putting the concrete into compression. Cracking could be reduced, if not prevented altogether, which would increase stiffness and improve durability. Early attempts all failed because the initial prestress soon vanished, leaving the structure to be- have as though it was reinforced; good descriptions of these attempts are given by Leonhardt (1964) and Abeles (1964).It was Freyssineti’s observations of the sagging of the shallow arches on three bridges that he had just completed in 1927 over the River Allier near Vichy which led directly to prestressed concrete (Freyssinet 1956). Only the bridge at Boutiron survived WWII (Fig 1). Hitherto, it had been assumed that concrete had a Young’s modulus which remained fixed, but he recognised that the de- ferred strains due to creep explained why the prestress had been lost in the early trials. Freyssinet (Fig. 2) also correctly reasoned that high tensile steel had to be used, so that some prestress would remain after the creep had occurred, and alsothat high quality concrete should be used, since this minimised the total amount of creep. The history of Freyssineti’s early prestressed concrete work is written elsewhereFigure1:Boutiron Bridge,Vic h yFigure 2: Eugen FreyssinetAt about the same time work was underway on creep at the BRE laboratory in England ((Glanville 1930) and (1933)). It is debatable which man should be given credit for the discovery of creep but Freyssinet clearly gets the credit for successfully using the knowledge to prestress concrete.There are still problems associated with understanding how prestressed concrete works, partly because there is more than one way of thinking about it. These different philosophies are to some extent contradictory, and certainly confusing to the young engineer. It is also reflected, to a certain extent, in the various codes of practice.Permissible stress design philosophy sees prestressed concrete as a way of avoiding cracking by eliminating tensile stresses; the objective is for sufficient compression to remain after creep losses. Untensionedreinforcement, which attracts prestress due to creep, is anathema. This philosophy derives directly from Freyssinet’s logic and is primarily a working stress concept.Ultimate strength philosophy sees prestressing as a way of utilising high tensile steel as reinforcement. High strength steels have high elastic strain capacity, which could not be utilised when used as reinforcement; if the steel is pretensioned, much of that strain capacity is taken out before bonding the steel to the concrete. Structures designed this way are normally designed to be in compression everywhere under permanent loads, but allowed to crack under high live load. The idea derives directly from the work of Dischinger (1936) and his work on the bridge at Aue in 1939 (Schonberg and Fichter 1939), as well as that of Finsterwalder (1939). It is primarily an ultimate load concept. The idea of partial prestressing derives from these ideas.The Load-Balancing philosophy, introduced by T.Y. Lin, uses prestressing to counter the effect of the permanent loads (Lin 1963). The sag of the cables causes an upward force on the beam, which counteracts the load on the beam. Clearly, only one load can be balanced, but if this is taken as the total dead weight, then under that load the beam will perceive only the net axial prestress and will have no tendency to creep up or down.These three philosophies all have their champions, and heated debates take place between them as to which is the most fundamental.2、Section designFrom the outset it was recognised that prestressed concrete has to be checked at both the working load and the ultimate load. For steel structures, and those made from reinforced concrete, there is a fairly direct relationship between the load capacity under an allowable stress design, and that at the ultimate load under an ultimate strength design. Older codes were based on permissible stresses at the working load; new codes use moment capacities at the ultimate load. Different load factors are used in the two codes, but a structure which passes one code is likely to be acceptable under the other.For prestressed concrete, those ideas do not hold, since the structure is highly stressed, even when unloaded. A small increase of load can cause some stress limits to be breached, while a large increase in load might be needed to cross other limits. The designer has considerable freedom to vary both the working load and ultimate load capacities independently; both need to be checked.A designer normally has to check the tensile and compressive stresses, in both the top and bottom fibre of the section, for every load case. The critical sections are normally, but not always, the mid-span and the sections over piers but other sections may become critical ，when the cable profile has to be determined.The stresses at any position are made up of three components, one of which normally has a different sign from the other two; consistency of sign convention is essential.If P is the prestressing force and e its eccentricity, A and Z are the area of the cross-section and its elastic section modulus, while M is the applied moment, then where ft and fc are the permissible stresses in tension and compression.c e t f ZM Z P A P f ≤-+≤Thus, for any combination of P and M , the designer already has four in- equalities to deal with.The prestressing force differs over time, due to creep losses, and a designer isusually faced with at least three combinations of prestressing force and moment;• the applied moment at the time the prestress is first applied, before creep losses occur,• the maximum applied moment after creep losses, and• the minimum applied moment after creep losses.Figure 4: Gustave MagnelOther combinations may be needed in more complex cases. There are at least twelve inequalities that have to be satisfied at any cross-section, but since an I-section can be defined by six variables, and two are needed to define the prestress, the problem is over-specified and it is not immediately obvious which conditions are superfluous. In the hands of inexperienced engineers, the design process can be very long-winded. However, it is possible to separate out the design of the cross-section from the design of the prestress. By considering pairs of stress limits on the same fibre, but for different load cases, the effects of the prestress can be eliminated, leaving expressions of the form:rangestress e Perm issibl Range Mom entZ These inequalities, which can be evaluated exhaustively with little difficulty, allow the minimum size of the cross-section to be determined.Once a suitable cross-section has been found, the prestress can be designed using a construction due to Magnel (Fig.4). The stress limits can all be rearranged into the form:()M fZ PA Z e ++-≤1 By plotting these on a diagram of eccentricity versus the reciprocal of the prestressing force, a series of bound lines will be formed. Provided the inequalities (2) are satisfied, these bound lines will always leave a zone showing all feasible combinations of P and e. The most economical design, using the minimum prestress, usually lies on the right hand side of the diagram, where the design is limited by the permissible tensile stresses.Plotting the eccentricity on the vertical axis allows direct comparison with the crosssection, as shown in Fig. 5. Inequalities (3) make no reference to the physical dimensions of the structure, but these practical cover limits can be shown as wellA good designer knows how changes to the design and the loadings alter the Magnel diagram. Changing both the maximum andminimum bending moments, but keeping the range the same, raises and lowers the feasible region. If the moments become more sagging the feasible region gets lower in the beam.In general, as spans increase, the dead load moments increase in proportion to the live load. A stage will be reached where the economic point (A on Fig.5) moves outside the physical limits of the beam; Guyon (1951a) denoted the limiting condition as the critical span. Shorter spans will be governed by tensile stresses in the two extreme fibres, while longer spans will be governed by the limiting eccentricity and tensile stresses in the bottom fibre. However, it does not take a large increase in moment ，at which point compressive stresses will govern in the bottom fibre under maximum moment.Only when much longer spans are required, and the feasible region moves as far down as possible, does the structure become governed by compressive stresses in both fibres.3、Continuous beamsThe design of statically determinate beams is relatively straightforward; the engineer can work on the basis of the design of individual cross-sections, as outlined above. A number of complications arise when the structure is indeterminate which means that the designer has to consider, not only a critical section,but also the behaviour of the beam as a whole. These are due to the interaction of a number of factors, such as Creep, Temperature effects and Construction Sequence effects. It is the development of these ideas whichforms the core of this paper. The problems of continuity were addressed at a conference in London (Andrew and Witt 1951). The basic principles, and nomenclature, were already in use, but to modern eyes concentration on hand analysis techniques was unusual, and one of the principle concerns seems to have been the difficulty of estimating losses of prestressing force.3.1 Secondary MomentsA prestressing cable in a beam causes the structure to deflect. Unlike the statically determinate beam, where this motion is unrestrained, the movement causes a redistribution of the support reactions which in turn induces additional moments. These are often termed Secondary Moments, but they are not always small, or Parasitic Moments, but they are not always bad.Freyssinet’s bridge across the Marne at Luzancy, started in 1941 but not completed until 1946, is often thought of as a simply supported beam, but it was actually built as a two-hinged arch (Harris 1986), with support reactions adjusted by means of flat jacks and wedges which were later grouted-in (Fig.6). The same principles were applied in the later and larger beams built over the same river.Magnel built the first indeterminate beam bridge at Sclayn, in Belgium (Fig.7) in 1946. The cables are virtually straight, but he adjusted the deck profile so that the cables were close to the soffit near mid-span. Even with straight cables the sagging secondary momentsare large; about 50% of the hogging moment at the central support caused by dead and live load.The secondary moments cannot be found until the profile is known but the cablecannot be designed until the secondary moments are known. Guyon (1951b) introduced the concept of the concordant profile, which is a profile that causes no secondary moments; es and ep thus coincide. Any line of thrust is itself a concordant profile.The designer is then faced with a slightly simpler problem; a cable profile has to be chosen which not only satisfies the eccentricity limits (3) but is also concordant. That in itself is not a trivial operation, but is helped by the fact that the bending moment diagram that results from any load applied to a beam will itself be a concordant profile for a cable of constant force. Such loads are termed notional loads to distinguish them from the real loads on the structure. Superposition can be used to progressively build up a set of notional loads whose bending moment diagram gives the desired concordant profile.3.2 Temperature effectsTemperature variations apply to all structures but the effect on prestressed concrete beams can be more pronounced than in other structures. The temperature profile through the depth of a beam (Emerson 1973) can be split into three components for the purposes of calculation (Hambly 1991). The first causes a longitudinal expansion, which is normally released by the articulation of the structure; the second causes curvature which leads to deflection in all beams and reactant moments in continuous beams, while the third causes a set of self-equilibrating set of stresses across the cross-section.The reactant moments can be calculated and allowed-for, but it is the self- equilibrating stresses that cause the main problems for prestressed concrete beams. These beams normally have high thermal mass which means that daily temperature variations do not penetrate to the core of the structure. The result is a very non-uniform temperature distribution across the depth which in turn leads to significant self-equilibrating stresses. If the core of the structure is warm, while the surface is cool, such as at night, then quite large tensile stresses can be developed on the top and bottom surfaces. However, they only penetrate a very short distance into the concrete and the potential crack width is very small. It can be very expensive to overcome the tensile stress by changing the section or the prestress。

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。

企业的社会责任：一种趋势和运动，但社会责任是什么，是为了什么？1企业社会责任（CSR ）已成为一个全球趋势，涉及企业，国家，国际组织和民间社会组织。

但这远远不能清楚CSR的主张，有什么真正的趋势，是从哪里开始，在哪里发展，谁是项目的主要行动者。

如果把它作为一种社会运动，我们必须要问：什么运动和谁执行？讨论有助于我们反思形成的趋势和如何管理某些特点来迅速和广泛地在全球各地进行扩展，并增加了以下体制变革,特别是对变化中国家之间、企业法人和民间社会组织关系之间的界限的作用。

企业社会责任的趋势在三个方面：作为一个管理框架，新的要求，地方企业;作为动员企业行为，以协助国家的发展援助;和作为管理趋势。

每一个这些画像表明，中心的某些行为，关系，驾驭团队和利益。

我的例子表明，没有人对这些意见似乎比别人更准确，而是，活动包括规范的不同利益、作用因素、起源和轨迹。

这些多重身份的趋势可以部分描述其成功以及它的争论，脆弱性和流动性。

许多公司现在有具体的计划和小节在其网站上处理企业社会责任。

在过去，软条例和指导网络，国际公认的规则一直是一种重要机制，作用在公司、国家和国家间组织的需求，例如，发布指导方针和条例的公司。

在这背景下，国际组织仍然是重要的行动者，他们正在寻求与跨国公司进行对话，而不是试图通过国家控制企业社会责任。

各国际组织不是对企业的社会责任监管机构;而他们却是监管和自我约束的倡议之间的经纪人的最合适人选。

对社会负责行为和监测这些行为的需求越来越多地以国家以外的这些组织为渠道，并强调赞成高比例的自律。

因此，我们看到了软法律(Morth, 2004)的出现，或者是Knill 和Lehmkuhl (2002) 所说的“被规管的自律”，和Moran (2002)所归纳的“精细”或“非正式”规章。

我更喜欢“软法律”和“软规章”的说法，因为他们并不总是非正式的。

软规章常常包括正式报告和统筹程序。

还有，从统筹和行政的观点来看，那些规章和精细还是相去甚远的。

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:译文（一）世界贸易的飞速发展和国际资本的快速流动将世界经济带入了全球化时代。

在这个时代, 任何一个国家要脱离世界贸易市场和资本市场谋求自身发展是非常困难的。

会计作为国际通用的商业语言, 在经济全球化过程中扮演着越来越重要的角色, 市场参与者也对其提出越来越高的要求。

随着市场经济体制的逐步建立和完善，有些国家加入世贸组织后国际化进程的加快，市场开放程度的进一步增强，市场经济发育过程中不可避免的各种财务问题的出现，迫切需要完善的会计准则加以规范。

然而，在会计准则制定过程中，有必要认真思考理清会计准则的概念，使制定的会计准则规范准确、方便操作、经济实用。

由于各国家的历史、环境、经济发展等方面的不同,导致目前世界所使用的会计准则在很多方面都存在着差异,这使得各国家之间的会计信息缺乏可比性,本国信息为外国家信息使用者所理解的成本较高,在很大程度上阻碍了世界国家间资本的自由流动。

近年来,许多国家的会计管理部门和国家性的会计、经济组织都致力于会计准则的思考和研究,力求制定出一套适于各个不同国家和经济环境下的规范一致的会计准则,以增强会计信息的可比性,减少国家各之间经济交往中信息转换的成本。

译文（二）会计准则就是会计管理活动所依据的原则, 会计准则总是以一定的社会经济背景为其存在基础, 也总是反映不同社会经济制度、法律制度以及人们习惯的某些特征, 因而不同国家的会计准则各有不同特点。

但是会计准则毕竟是经济发展对会计规范提出的客观要求。

它与社会经济发展水平和会计管理的基本要求是相适应的,因而,每个国家的会计准则必然具有某些共性:1. 规范性每个企业有着变化多端的经济业务,而不同行业的企业又有各自的特殊性。

而有了会计准则,会计人员在进行会计核算时就有了一个共同遵循的标准,各行各业的会计工作可在同一标准的基础上进行,从而使会计行为达到规范化,使得会计人员提供的会计信息具有广泛的一致性和可比性,大大提高了会计信息的质量。

外文文献翻译(含：英文原文及中文译文)译文字数：3700多字文献出处：J . [J], 2016, 2(3):14-21英文原文J. l0 a , . , , 't 's , , , a , .: , , ,, : , , . , , , , , , . . 20 , . . , a , , . , a a . , a . , . , . ,, , , , . , ..'s . 2500 ., . ; ; a .a . , . . .a , . , , , .. , .,(), , , , , ., ., () , , , , s , s e . , , .a ., . .a , a , ., , , , . , . () ’s ., , a . , ,., a , n , , ., , .. . , , , . , , , , , . , .. . , ., , , , , .l0 . l0 , , . .. l0 . , a .,l0 . . , ., , . ., . a , , I0 ... l0 a , . , , 't 's . , , , a , . , .., l0 . , ., , . . ,, . ., , , . , l0 .a , , .. .a .a . .. A . ( ) . , . , () . , . .中文译文住宅小区配电设计J摘要电力系统的基本功能是向客户输送电力。

10配电网是将电力供应与用于工业，商业和日常生活中的电力相连接的关键点。

对于电力而言，所有用户都希望以最高的可靠性支付最低的价格，但不要认为它在经济和可靠性的共存方面是自相矛盾的。

为了提高供电网络的可靠性，我们必须增加网络建设的投资成本但是，如果提高网络建设可靠性的成本，但如果减少的损失是在关闭的时候，这种建设的投资将是毫无价值的，小于增加的改善投资通过计算电网投资和停电带来的损失，找出投资与亏损之间最具经济性的平衡点。

中英文对照外文翻译(文档含英文原文和中文翻译)原文:The research of risk prevention in real estate marketAbstractOn April 2, 2007, the second largest in the United States subprime mortgage company new century financial filed for bankruptcy protection to sign, the US subprime mortgage crisis. In September 2008, America's fourth-largest investment bank Lehman brothers filed for bankruptcy protection for logo, America's subprime crisis could worsen. The financial industry, with the further development of the subprime crisis, the crisis of an industry began to spread to the variety of the real economy, retail, auto industry, catering industry, and other fields of sales decline, shrinking demand situation. Not only that, influenced by the subprime crisis, thedomestic unemployment rising, continue to dollar depreciation, the stock index continues to decline, real estate prices continue to fall, falling consumer confidence index, economic prospects are grim. Contradictions in the real estate industry has been highlighted, real estate development project is overly dependent on bank capital, transfer all the risk to commercial Banks, the commercial Banks face huge real estate financial risks, is one of the prominent contradictions. This risk once the outbreak, poses a great threat to the entire system will be. Therefore, study how to prevent the real estate financial risks has the significant theory and realistic significance. Keywords: Real estate; Financial risk; Bank loan1 IntroductionReal estate industry is a high-risk industry, real estate finance in support of the rapid development of the real estate industry at the same time, inevitably bears the risk of real estate industry. Finance as the main suppliers of real estate funds, once appear, the financial crisis, the financial sector funds problems, will influence the development of the real estate industry. Multiplier effect in the real estate industry, real estate loans in bank portfolios accordingly trigger a multiplier effect, and this will lead to increase of bank's risk. When real estate prices continue to fall, real estate mortgage guarantee foundation will be weakened, and real estate financial risks is cumulative, once the outbreak, will expand rapidly, a large area of the financial turmoil. The main characteristic of this paper lies in the integrated use of knowledge of finance, statistics, theoretical analysis and empirical analysis, qualitative analysis with quantitative analysis, general analysis and specific analysis the way ofcombining analysis of real estate financial risks, the commercial bank loan balance relations empirical test with the theory of real estate prices, real estate prices is not content to get bank loans is granger cause test results, but set up a new variable, the real estate price and the bank loan and the relationship between a specific index of granger causality test again. Finally on the basis of test results, in the aspect of reading a large number of relevant literatures basis, put forward advice on how to prevent the real estate financial risks in commercial bank.2 Literature review2.1 Theory researchDavis (2008) from the perspective of the borrower and the bank demonstrates the real estate prices will affect the bank credit. The authors think that real estate price changes affect the borrower's expectations of their wealth, will affect their consumption plans, and further affect their credit demand. And from the perspective of the bank, the bank lending for real estate development loans and real estate assets mortgage is one of the most in all of its loan business pro-cyclical characteristics, the most volatile assets. Herring (2009) based on the international perspective, the study on the relationship between the real estate bubble and the banking crisis, the credit market model was constructed, caused the real estate bubble is pointed out that the focus of bank loans, real estate bubble would be likely to cause a banking crisis. Gale (2009) proposed the asset price model based on credit expansion, think the assets on the basis of value is formed by the investors to use its own funds asset prices, when investors use borrowed money to invest, as investors to borrow money only forlimited liability, they appear to be more preference for risk assets, so will continue to push up asset prices. In the theory, the bank loan is the important reason for the formation of asset bubbles. Krug (2010) through the study, almost all of the real estate bubble is caused by the bank financing. Collins (2010) pointed out that when real estate prices, the bank was willing to ease lending conditions and provide more real estate loans, proposed a link on the real estate industry and economic cycle of transmission mechanism, and stressed that in the case of weak regulation and foreign capital inflows, the role of the mechanism may be enlarged.2.2 Empirical researchCoolly (2012) of southeast Asia financial crisis in real estate prices and GDP per capita, loan balance vector auto regression analysis, points out that real estate prices will rise in six quarters of loans increase. Hofmann (2013) of 20 major industrialized countries real estate prices and GDP, the relationship between interest rates and lending was studied, and found that the 20 countries in the country can refuse to under 10% significance level real estate prices and GDP and bank loans null hypothesis does not exist co-integration relationship, and further points out that the changes in the real estate price cycle will lead to the change of the bank credit cycle for a long time. Davis (2010), selected sample data of 17 countries on commercial real estate prices and the relationship between the bank lending has carried on the empirical analysis, it is concluded that real estate prices will lead to the conclusion of bank credit expansion.3 Commercial Banks and real estate financial risks3.1 Real estate financeMany scholars have done how to define the connotation and extension of the real estate financial aspects of the discussion and research. Is widely recognized, real estate finance generalized refers to all and housing development, construction, trade, consumption and management of financing activities related to the economic activity and the narrow sense of real estate finance refers to the nonprofit housing agencies or consumer with the residents of housing development, construction, trade, consumption and management and other economic activities related to the financing activities. In this study, tend to use the broad scope of real estate finance, and real estate finance is in real estate development, construction, trade, consumption and management in the process of a series of the floorboard of the financial activities, including through currency circulation and credit channel of monetary financing, financing and other related financial activities. The basic function of real estate finance is by using a variety of financial instruments and tools for the real estate industry and raise money, for the development of the real estate industry, circulation and consumption to provide financial support, to ensure the smooth progress of the real estate development activities. According to the types of business can put the real estate finance is divided into five categories, absorption of the real estate industry, housing savings deposit and lending for real estate, real estate investment pawn, trust, insurance, currency settlement and real estate agents in securities offerings. According to the service object can be the real estate finance is divided into two categories, for the real estate industry of real estate development, construction, trade, consumptionand management activities such as the service of "real estate financial" and for the residents of the residential building, purchasing, maintenance, and decoration and consumption activities such as service "housing finance". Real estate finance is the great combination of financial activity and the real estate industry. First of all, the real estate finance to asymmetric, the borrower usually in proportion to pay a small amount of down payment for the right to use house, then borrow the rest of the money from financial institutions, amortization: secondly, the real estate loan repayments guaranteed, if the borrower can't timely payment, so the mortgage houses, cars and other property will being reclaimed by lenders, then realized by the mortgaged property to offset loan losses.3.2 Summaries of real estate financial risksReal estate finance risk refers to the financial institutions, real estate finance business, due to the decision-making errors, poor management or the change in the objective environment causes the return on assets, or the possibility of credit losses. General real estate financial risk refers to a system of real estate finance faces all the risk, not just refers to a financial institution or a project risks. Typical real estate risk, the risk of commercial Banks are facing, as in the real estate finance business will also encounter, only form different, here is a typical real estate financial risks, mainly includes:3.2.1 Interest rate riskIn the real estate finance business, the commercial bank is the main basis risk and option risk. Basis risk refers to the reprising of assets and liabilities of time even ifBanks are the same, but as long as the deposit interest rate and loan interest rate adjustment is not completely consistent, Banks will face the risk. The decision is not commercial bank deposit and lending rates, is likely to see the central bank in order to achieve control target and make the regulation range of the two is not consistent, the profit space may be compressed, commercial Banks face a loss; Option refers to the risk due to various reasons in advance if the borrower repay the housing loan principal and interest of risk. If the central bank cut interest rates continuously, rational and will have the ability of borrowers to repay the outstanding loan lent a lower interest rate of loan, the default behavior will make the commercial bank profit losses.3.2.2 The risk of defaultAccording to the reasons, it can be divided into moral credit risk and the risk of credit moral credit risk. In real estate finance business, the morality risk refers to the borrower has the ability to clearly reimbursement, but due to interest, malicious or deferred payment is directly to stop paying and brings to the commercial bank credit risk. The moral hazard refers to the borrower under the influence of the factors of force majeure unable to complete the credit risk caused by payment. Among them, the morality is can control and manage credit risk, the current promoting credit reporting system is one of the preventive measures. According to the object can be divided into developers default risk and personal risk of default.3.2.3 Systemic riskAlso it is called undiversifiable risk, policy risk, mainly involved in the business of real estate finance economic cyclical fluctuation risk, purchasing power risk, etc. Inorder to prevent a housing bubble after the international financial crisis, countries enacted some inhibition of the real estate market economic policies and regulations, which have an impact on the real estate market, indirect affect the development of real estate finance business and innovation, so the policy risk can cause a loss to commercial Banks. Economic cycle fluctuation on economic blow is huge, and cannot be spread out, when the economy is in a low, the real estate market are not immune to the possibility of considerable commercial bank losses. Purchasing power risk, also known as inflation, changes in the price level leads to the real burden of borrowers and lenders and real earnings uncertainty, the possibility of actual loss of the commercial Banks.译文:房地产市场风险防范研究摘要2007年4月2日，以美国第二大次级抵押贷款公司新世纪金融公司申请破产保护为标志，美国次贷危机爆发。

关于品牌价值的外文文献原文以及翻译译文INTERNATIONAL FACTORINGON THE BRAND STRATEGY AND COUNTERMEASURESRESEARCHBy T.BettinaWith economic development and people's living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning.Brand strategy and practice of systematic research, only started in the late 1980s. In 1988, Philip. Morris and Nestle's acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterprises in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market.First, the concept of brand strategy-related analysis(A) the definition of brand and constituteThe most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a group) and its vendor Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality.The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand.(B) the definition of brand strategy with the aim of Brand Strategy, as its name implies, is the corporate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. From the practical point of view, is the choice of brand strategy, packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their own development and growth.The main purpose of the brand strategy is to create high visibility, high credibility, and a larger market share enormous economic benefits.First, high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset.Secondly, the high degree of credibility. A high degree of credibility is a business and all employees and even years of hard struggle of several generations, well-formed operation of theenterprises and products in the market a good impression on the minds of consumers. To the consumer, the high degree of credibility means that the quality of high-tech content and a good level of service; cooperation of enterprises and banks, financing, a higher degree of redibility means that reliable and trustworthy. In a market economy, only about reputation, business can be the main market recognition can be long-term development.Thirdly, a larger market share. Market share from the market coverage and market share both to consider. Corporate brand through the implementation of the strategy, to increase brand awareness, reputation, business products and services to increase market share, which is good business to ensure effective.Fourth, the huge economic benefits. The success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price. As a result, brand-name products and good services to achieve significant sales and higher profits for companies bring in huge commercial profits.We can see that the brand strategy is to expand the direct purpose of the enterprise products and services in the market, so as to increase market share and achieved great economic benefits. In the long run, the brand strategy is to achieve the brand and grow the business and sustainable development.Second, China's enterprises of the importance of brand strategySince the reform and opening up, China's economy has experienced sustained growth for decades. With the economy expanding and opening up, China's domestic market has been in the international market has become an important component of China's enterprises to participate in international competition means great changes have taken place. World-renowned enterprise in an increasingly competitive and complex Chinese market, the implementation of brand strategy, brand China is facing severe challenges in international competition. In particular after the accession to the WTO, China will be in the majority of enterprises with foreign competitors in a powerful position face-to-face contest, a growing number of famous foreign brands will enter into our life. In the face of this unprecedented impact on the brand, China is only the implementation of brand strategy, create brand and corporate brand products in order to enter the international market and international market competition with foreign brand rivals. On the other hand, with progress in science and technology, consumer demand and continuous improvement in the level and pay attention to brand, the pursuit of brand and increase brand-name consumer phenomenon is increasingly clear, the implementation of corporate brand strategy is not only conducive to the expansion of market share, but also more Large economic benefits. China's domestic enterprises to take part in market competition, and only the implementation of brand strategy in order to enhance the competitiveness of enterprises in the competition.(A) business development must be to promote the growth of the brand strategyAs China's market economy reform, in particular China's accession to the WTO. China's all over the original system of small businesses, the impact of a market economy, gradually formed a number of cross-regional business and the well-known brands. In the competition, non-brand-name slowly out of the market, an industry often controlled by a few big brands, market competition into a major competition between brands. With the world-class international brands to enter China, domestic brands will lose the advantages of the original, faced with severe competition. In this case, the number of domestic famous brands have "Yi Zhi", or the acquisition by multinational companies, or joint ventures with foreign brands, domestic brands positions arenibbled away. The right to choose and implement the brand strategy to improve our products and services in the domestic market, step by step into the world, with the developed countries of the world famous enterprises match, China's entrepreneurs is incumbent upon the sacred mission. Number of national brand value of the industry (1,000,000 U.S. dollars)Coca-Cola Beverage 83845 U.S. 12 U.S. Microsoft software 56,654U.S. 3 IBM computer 437814 General Electric of the United States diversified 33,5205 Ford Motor of the United States 331976 Disney entertainment of the United States 32,2757 INTEL U.S. computer 300218 McDonald's 26,231 U.S. Food9 AT & T of the United States Telecom 2418110 Marlboro 21,048 U.S. tobacco11 NOKIA Finland Telecom 20694Mercedes-Benz car 12 Germany 1778113, Switzerland Nestle Beverage 17595Hewlett-Packard computer 17132 U.S. 1415, Guillermo personal belongings of the United States 15,89416 KODAK image of the United States 1483017 ERISSION Swedish telecommunications 14,76618 SONY Japanese electronics 1423119 U.S. financial services 12,550 American Stock Exchange20 TOKYO Japan Automobile 12,310Table 2-1 World brand value of the top 20 list (Source: /962577.html) You Shangbiao, it is not hard to see that the size of the value of the brand also reflects the brand owner (or group of transnational corporations) in the global enterprise or industry position and competitiveness.China's major cities has been a strong consumer brand awareness of the consumer, small and medium-sized cities and rural markets have gradually enhance brand awareness. Young people to pursue well-known consumer brands to achieve self-worth, has become a fashion, but they are small in the consumption of foreign brands such as Nestle, McDonald's grow up so as to pursue the development of foreign brands for fashion, which can not have Sighted people for the national brand of domestic concerns. In the Chinese market, foreign brands through joint ventures, wholly or in a variety of ways, such as mergers and acquisitions, to create a successful local brands. In contrast, China's opening up, in addition to an earlier, compared with full competition in the industry, such as household appliances, cosmetics, food and beverage industries better than brand development, the protection of national policy and restrictions on the industry, the real strength of the brand little. If you do not go on this way to strengthen the focus on brand protection, brand promotion of growth in these areas would not be able to enterprises and foreign enterprises to compete, can not be developed.(B) market in China has become the brand competitionWith the reform and opening up of China's socialist market economy and building the prosperous development of China's market situation has changed dramatically, showing thefollowing trends: from a single-system to the needs of the diverse needs of change; by the identical to the individual needs of demand Change; by the type of poverty, food and clothing needs-to-well-off, rich-changing needs. Require a change in demand for a corresponding change in supply, which led to the need to intensify competition among enterprises and changes in the way, in such circumstances, China has gradually formed the pattern of brand competition.First of all, competition among enterprises has been content to seek resources, the advantage into a commodity to seek technical advantages, strengths and talent brand, and technology, human resources advantages will ultimately have to be reflected in the brand. As a result, the economy entered a "relative surplus" of the times, the importance of resources has declined to seek brand has become a large enterprise to achieve long-term development of the most urgent task.This was followed by gradual means of competition on price-based competition means, in order to shift the main means of non-price competition. In the past, China's market price war among enterprises is the main means of competition, but consumer demand as by the type of food and clothing to the well-off-the-well-off change in the quality of goods at low cost is no longer subject to mainstream consumers, they are more important Is the brand, quality, service and so on non-price factors. Although the price reduction strategy in a certain period of time so that competitors at a disadvantage, but it will benefit their own business down, resulting in a lose-lose outcome. And rely on high quality, innovative products and superior service set up by the brand advantage, the enterprise market will rise, increasing economic efficiency, sustainable development of the enterprise.Finally, the structure of the competition has been limited to domestic competition among enterprises, to between domestic and foreign enterprises to compete more. Since China opened the door, a number of powerful multinational corporations in developed countries to enter the Chinese market on a large scale, with local enterprises in China's heated market competition, our international market competition, in an increasingly competitive market. As a result, Chinese enterprises should use the favorable conditions for local enterprises, and strive to create a national brand, with foreign brands and fight to safeguard national industries. Only after a firm footing in order to get out, to participate in the international market competition, international operations.关于当代品牌战略与对策的思考发展概况前景作者：T.贝蒂娜随着经济的发展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。