外文翻译

本科毕业论文外文翻译外文译文题目:不确定条件下生产线平衡：鲁棒优化模型和最优解解法学院：机械自动化专业：工业工程学号: 201003166045学生姓名: 宋倩指导教师：潘莉日期: 二○一四年五月Assembly line balancing under uncertainty: Robust optimization modelsand exact solution methodÖncü Hazır , Alexandre DolguiComputers ＆Industrial Engineering，2013,65：261–267不确定条件下生产线平衡：鲁棒优化模型和最优解解法安库·汉泽，亚历山大·多桂计算机与工业工程，2013，65：261–267摘要这项研究涉及在不确定条件下的生产线平衡，并提出两个鲁棒优化模型。

假设了不确定性区间运行的时间。

该方法提出了生成线设计方法,使其免受混乱的破坏。

基于分解的算法开发出来并与增强策略结合起来解决大规模优化实例.该算法的效率已被测试,实验结果也已经发表。

本文的理论贡献在于文中提出的模型和基于分解的精确算法的开发.另外，基于我们的算法设计出的基于不确定性整合的生产线的产出率会更高，因此也更具有实际意义。

此外,这是一个在装配线平衡问题上的开创性工作,并应该作为一个决策支持系统的基础。

关键字：装配线平衡；不确定性; 鲁棒优化；组合优化；精确算法1.简介装配线就是包括一系列在车间中进行连续操作的生产系统。

零部件依次向下移动直到完工。

它们通常被使用在高效地生产大量地标准件的工业行业之中。

在这方面，建模和解决生产线平衡问题也鉴于工业对于效率的追求变得日益重要。

生产线平衡处理的是分配作业到工作站来优化一些预定义的目标函数。

那些定义操作顺序的优先关系都是要被考虑的,同时也要对能力或基于成本的目标函数进行优化。

就生产（绍尔，1999）产品型号的数量来说，装配线可分为三类：单一模型（SALBP）,混合模型(MALBP）和多模式（MMALBP）。

Strengths优势All these private sector banks hold strong position on CRM part, they have professional, dedicated and well-trained employees.所以这些私人银行在客户管理部分都持支持态度，他们拥有专业的、细致的、训练有素的员工。

Private sector banks offer a wide range of banking and financial products and financial services to corporate and retail customers through a variety of delivery channels such as ATMs, Internet-banking, mobile-banking, etc. 私有银行通过许多传递通道（如自动取款机、网上银行、手机银行等）提供大范围的银行和金融产品、金融服务进行合作并向客户零售。

The area could be Investment management banking, life and non-life insurance, venture capital and asset management, retail loans such as home loans, personal loans, educational loans, car loans, consumer durable loans, credit cards, etc. 涉及的领域包括投资管理银行、生命和非生命保险、风险投资与资产管理、零售贷款（如家庭贷款、个人贷款、教育贷款、汽车贷款、耐用消费品贷款、信用卡等）。

Private sector banks focus on customization of products that are designed to meet the specific needs of customers. 私人银行主要致力于为一些特殊需求的客户进行设计和产品定制。

因为学校对毕业论文中的外文翻译并无规定，为统一起见,特做以下要求：1、每篇字数为1500字左右，共两篇；2、每篇由两部分组成:译文+原文.3 附件中是一篇范本，具体字号、字体已标注。

外文翻译（包含原文)(宋体四号加粗）外文翻译一（宋体四号加粗）作者：(宋体小四号加粗）Kim Mee Hyun Director, Policy Research & Development Team，Korean Film Council（小四号）出处：(宋体小四号加粗)Korean Cinema from Origins to Renaissance(P358～P340) 韩国电影的发展及前景（标题：宋体四号加粗）1996～现在数量上的增长(正文:宋体小四）在过去的十年间，韩国电影经历了难以置信的增长。

上个世纪60年代，韩国电影迅速崛起，然而很快便陷入停滞状态,直到90年代以后，韩国电影又重新进入繁盛时期。

在这个时期，韩国电影在数量上并没有大幅的增长，但多部电影的观影人数达到了上千万人次。

1996年，韩国本土电影的市场占有量只有23.1%。

但是到了1998年，市场占有量增长到35。

8%，到2001年更是达到了50%。

虽然从1996年开始，韩国电影一直处在不断上升的过程中，但是直到1999年姜帝圭导演的《生死谍变》的成功才诞生了韩国电影的又一个高峰。

虽然《生死谍变》创造了韩国电影史上的最高电影票房纪录，但是1999年以后最高票房纪录几乎每年都会被刷新。

当人们都在津津乐道所谓的“韩国大片”时，2000年朴赞郁导演的《共同警备区JSA》和2001年郭暻泽导演的《朋友》均成功刷新了韩国电影最高票房纪录.2003年康佑硕导演的《实尾岛》和2004年姜帝圭导演的又一部力作《太极旗飘扬》开创了观影人数上千万人次的时代。

姜帝圭和康佑硕导演在韩国电影票房史上扮演了十分重要的角色。

从1993年的《特警冤家》到2003年的《实尾岛》，康佑硕导演了多部成功的电影。

2.3.2 公制,标准尺寸图梯形齿廓标准同步皮带由聚氨酯与钢或芳纶抗拉元件制成。

符号T代表梯形齿廓标准带。

WHM公司与国内GmbH公司和德国的Hanover公司合作，在1995年前后联合开发了这种同步带。

MULCO团体在德国以Synchroflex为品牌名发行这种同步带，之后又在欧洲发行。

在1997年这种带被标准化了，其标准为DIN772。

这些带遍布世界各地，并可作为成型的环形带，无尽的连接带和开口带使用。

具有梯形齿廓和公制标准尺寸，AT同步带是T型同步带的一个发展。

它们由由聚氨酯与钢或芳纶抗拉元件制成。

与T型同步带先比，AT型同步带有更宽的齿形截面和更强的抗拉构件。

AT型同步带一个特殊的特点是带齿齿隙紧靠带轮槽底座。

德国的MULCO和Hanover公司开发了这种类型的同步带，并在1980年左右以Synchroflex为品牌发行了这种带。

这些带遍布世界各地，并可作为成型的环形带，无尽的连接带和开口带使用。

这些带ISO 13050 标准用符号H表示，也被称为HTD同步带。

HTD代表大扭矩驱动。

这种同步带是由氯丁橡胶与玻璃纤维抗拉元件和聚酰胺纤维织物制成，并由在1973年引领美国市场的Gates公司开发。

曲齿的几何形状是圆形，较大的齿高显然增加了齿承载能力和抗牙跳能力。

这种带在世界各地都可以看到，许多制造商都参与它的生产。

它们也用聚氨酯，任选与钢丝帘线或芳纶抗拉元件制造。

用户可以从无尽的成型带，开口带和连续挤压环形带中选择使用。

这些带ISO 13050 标准用符号R表示，也被称为RPP同步带。

RPP代表橡胶抛物线。

1985年意大利的公司开发了这种双抛物线齿廓的同步带，他们是由氯丁橡胶与玻璃纤维抗拉元件和聚酰胺纤维织物制成。

这种类型的同步带主要发行在欧洲南部，许多制造商都参与它们的生产。

它们也用聚氨酯，任选钢丝帘线或芳纶抗拉元件制造。

用户可以从无尽的成型带，开口带和连续挤压环形带中选择使用。

这些带ISO 13050 标准用符号S表示，也被称为STD同步带。

外文文献原稿和译文原稿logistics distribution center location factors:(1) the goods distribution and quantity. This is the distribution center and distribution of the object, such as goods source and the future of distribution, history and current and future forecast and development, etc. Distribution center should as far as possible and producer form in the area and distribution short optimization. The quantity of goods is along with the growth of the size distribution and constant growth. Goods higher growth rate, the more demand distribution center location is reasonable and reducing conveying process unnecessary waste.(2) transportation conditions. The location of logistics distribution center should be close to the transportation hub, and to form the logistics distribution center in the process of a proper nodes. In the conditional, distribution center should be as close to the railway station, port and highway.(3) land conditions. Logistics distribution center covers an area of land in increasingly expensive problem today is more and more important. Is the use of the existing land or land again? Land price? Whether to conform to the requirements of the plan for the government, and so on, in the construction distribution center have considered.(4) commodities flow. Enterprise production of consumer goods as the population shift and change, should according to enterprise's better distribution system positioning. Meanwhile, industrial products market will transfer change, in order to determine the raw materials and semi-finished products of commodities such as change of flow in the location of logistics distribution center should be considered when the flow of the specific conditions of the relevant goods.(5) other factors. Such as labor, transportation and service convenience degree, investment restrictions, etc.How to reduce logistics cost，enhance the adaptive capacity and strain capacity of distribution center is a key research question of agricultural product logistics distribution center．At present，most of the research on logistics cost concentrates off theoretical analysis of direct factors of logistics cost, and solves the problem of over-high logistics Cost mainly by direct channel solution．This research stresses on the view of how to loeate distribution center, analyzes the influence of locating distribution center on logistics cost．and finds one kind of simple and easy location method by carrying on the location analysis of distribution center through computer modeling and the application of Exeel．So the location of agricultural product logistics distribution center can be achieved scientifically and reasonably, which will attain the goal of reducing logistics cost, and have a decision．making support function to the logisties facilities and planning of agricultural product．The agricultural product logistics distribution center deals with dozens and even hundreds of clients every day, and transactions are made in high-frequency. If the distribution center is far away from other distribution points，the moving and transporting of materials and the collecting of operational data is inconvenient and costly. costly．The modernization of agricultural product logistics s distribution center is a complex engineering system，not only involves logistics technology, information technology, but also logistics management ideas and its methods，in particular the specifying of strategic location and business model is essential for the constructing of distribution center. How to reduce logistics cost，enhance the adaptive capacity and strain capacity of distribution center is a key research question of agricultural product logistics distribution center. The so—called logistics costs refers to the expenditure summation of manpower, material and financial resources in the moving process of the goods．such as loading and unloading，conveying，transport，storage，circulating，processing, information processing and other segments. In a word。

车床用于车外圆、端面和镗孔等加工的机床称作车床。

车削很少在其他种类的机床上进行，因为其他机床都不能像车床那样方便地进行车削加工。

由于车床除了用于车外圆还能用于镗孔、车端面、钻孔和铰孔，车床的多功能性可以使工件在一次定位安装中完成多种加工。

这就是在生产中普遍使用各种车床比其他种类的机床都要多的原因。

两千多年前就已经有了车床。

现代车床可以追溯到大约1797年，那时亨利•莫德斯利发明了一种具有把主轴和丝杆的车床。

这种车床可以控制工具的机械进给。

这位聪明的英国人还发明了一种把主轴和丝杆相连接的变速装置，这样就可以切削螺纹。

车床的主要部件：床身、主轴箱组件、尾架组件、拖板组、变速齿轮箱、丝杆和光杆。

床身是车床的基础件。

它通常是由经过充分正火或时效处理的灰铸铁或者球墨铸铁制成，它是一个坚固的刚性框架，所有其他主要部件都安装在床身上。

通常在球墨铸铁制成，它是一个坚固的刚性框架，所有其他主要部件都安装在床身上。

通常在床身上面有内外两组平行的导轨。

一些制造厂生产的四个导轨都采用倒“V”，而另一些制造厂则将倒“V”形导轨和平面导轨结合。

由于其他的部件要安装在导轨上并（或）在导轨上移动，导轨要经过精密加工，以保证其装配精度。

同样地，在操作中应该小心，以避免损伤导轨。

导轨上的任何误差，常常会使整个机床的精度遭到破坏。

大多数现代车床的导轨要进行表面淬火处理。

以减少磨损和擦伤，具有更大的耐磨性。

主轴箱安装在床身一端内导轨的固定位置上。

它提供动力。

使工件在各种速度下旋转。

它基本上由一个安装在精密轴承中的空心轴和一系列变速齿轮---类似于卡车变速箱所组成，通过变速齿轮，主轴可以在许多中转速的旋转。

大多数车床有8～18中转速，一般按等比级数排列。

在现代车床上只需扳动2～4个手柄，就能得到全部挡位的转速。

目前发展的趋势是通过电气的或机械的装置进行无级变速。

由于车床的精度在很大程度上取决于主轴，因此主轴的结构尺寸较大，通常安装在紧密配合的重型圆锤滚子轴承或球轴承中。

IntroductionLatvian legislation for forest protection belts Latvian legislation demands that forest protection belts are established around all cities and towns. The concept of protection belts originates from the Soviet Era and is maintained in Latvian legislation despite the radical changes to the political system after regaining indepen-dence in 1991. The legal background for the establish-ment of protection belts is as follows:•Law on Protection Belts (1997, 2002)•Forest Law (2000)•Law on Planning of Territorial Development (1998).Designating a greenbelt around the city of Riga, LatviaJanis DonisLatvian State Forestry Research Institute ‘Silava’, Salaspils, LatviaAbstract: Latvian legislation demands that forest protection belts are established around all cities and towns. The main goal of a protection belt is to provide suitable opportuni-ties for recreation to urban dwellers and to minimise any negative impacts caused by urban areas on the surrounding environment. Legislation states the main principles to be adopted, which include the maximum area of protection belts, their integration in terri-torial development plans and restrictions placed on forest management activities. The largest part of the forest area around Riga is owned by the municipality of Riga, which, as a result, has two competing interests: to satisfy the recreational needs of the inhabitants of Riga, and to maximise the income from its property. In order to compile sufficient background information to solve this problem, the Board of Forests of Riga Municipality initiated the preparation of a proposal for the designation of a new protection belt.The proposal was based on the development and application of a theoretical framework developed during the 1980s. The analysis of the recreational value of the forest (5 class-es of attractiveness) was carried out based on categories of forest type, dominant tree species, dominant age, stand density, distance from urban areas and the presence of at-tractive objects. Information was derived from forest inventory databases, digital forest maps and topographic maps. Additional information was digitised and processed using ArcView GIS 3.2. Local foresters were asked about the recreation factors unique to differ-ent locations, such as the number of visitors and the main recreation activities. From a recreational point of view and taking into account legal restrictions and development plans for the Riga region, it was proposed to create three types of zones in the forest: a protection belt, visually sensitive areas and non-restricted areas.Key words:greenbelt forest, recreational value, GIS, zoningThe Law on Protection Belts states that protection belts around cities (with forests as part of a green zone)have to be established (a) to provide suitable conditions for recreation and the improvement of the health of urban dwellers, and (b) to minimise the negative im-pact of urban areas on the surrounding environment.Urban For.Urban Green.2 (2003):031–0391618-8667/03/02/01-031 $ 15.00/0Address for correspondence:Latvian State Forestry Re-search Institute ‘Silava’, Rı¯gas iela 111, Salaspils, LV-2169,Latvia. E-mail: donis@silava.lv© Urban & Fischer Verlaghttp://www.urbanfischer.de/journals/ufugRegulation nr 263 (19.06.2001) on the ‘Methodology for the establishment of forest protection belts around towns’issued by the Cabinet of Ministers (CM) states: (a) The area of a protection belt depends on the numberof inhabitants in the town: towns with up to 10,000 inhabitants should have a maximum of 100 ha of protection belt, those with between 10,000 and 100,000 inhabitants a maximum of 1,500 ha, and towns with more than 100,000 inhabitants a maxi-mum of 15,000 ha;(b) the borders of protection belts have to be able to beidentifiable on the ground, using features such as roads, ditches, power lines, and so forth;(c) protection belts have to be recorded in the territorialplans of regions adjacent to the town or city; and (d) establishment of protection belts has to be agreedupon by local municipalities.According to law, protection belts should be man-aged using adapted silvicultural measures. Clear-cut-ting, for example, is prohibited in a protection belt to mitigate any negative impacts of the city on the sur-rounding environment. The Forest Law of 2000 and subsequent regulations including the Regulation on Cutting of Trees, and the Regulation on Nature Conser-vation in Forestry define clear-cuts as felled areas larg-er than 0.1 ha where the basal area is reduced below a critical level in one year. These regulations also state the permitted intensity and periodicity of selective cut-ting (30–50%, at least 5 years between entries).The third element of the legal framework relevant for protection belts in Latvia is the Law on Planning of Territorial Development (1998). It defines:(a) Principles and responsibilities of the different or-ganisations involved;(b) the contents of territorial plans;(c) the procedures for public hearing; and(d) the procedures for the acceptance of plans.The law also states that protection belts around towns have to be designated in territorial plans. Thus, the legislation gives very detailed descriptions of the restrictions to maximum area, activities and guidelines for delineation and so forth, while there are no ‘rules’for the choice of what areas are to be included in pro-tection belts. It is up to territorial planners to propose what areas to include and for negotiation among mu-nicipalities to approve the selection.Protection belt for the city of RigaRiga and the Riga region are situated in the Coastal Lowland of Latvia within the Gulf of Riga. The main landform types are the Baltic Ice Lake plain, the Litto-rina Sea plain and the Limnoglacial plain and bog plain. The total area of the administrative area of the City of Riga covers 307.2 km2, and that of the Riga re-gion 3,059 km2. In 2000 the city of Riga had 815,000 inhabitants, while an additional 145,000 people resided in the greater Riga region. During the last decade the number of inhabitants in Riga decreased by 10.5%and in Riga region by 5.3%. In the mid-1990s the main types of industry in Riga were food processing, timber and wood processing, metal fabricating and engineer-ing, while in the region agriculture and forestry, wood processing, pharmaceuticals, and the power industry were the main activities. Due to reduced industrial ac-tivities today, the main sources of pollution in Riga re-gion are road transport and households.The greater part of the Riga region is covered by for-est, i.e. 1,642 km2or 53%. About 26% of the land is used for agriculture, 4% is covered by bogs, and 4% by water. The Riga region also has a coastal dune zone of some 30 km along the Gulf of Riga. The main tree species to be found in the Riga region are Scots pine (Pinus sylvestris L.),birch (Betula spp.) and Norway spruce (Picea abies (L.) Karsten) (see Table 1). In the administrative area of the city of Riga, 57 km2 or about 19% of the land area is forest. Scots pine is the domi-nant species, covering approx. 46.9 km2(i.e. 88% of the total forest area).According to the legislation described before, a pro-tection belt around Riga city, with a maximum size of 15,000 ha, could be designated. Moreover, any propos-al has to be agreed upon among 24 local municipalities. The Riga region is divided into 24 administrative units: 7 towns and 17 pagasts or ‘parishes’.Riga municipality currently owns more than 55,600 ha of forests. Most are situated in the vicinity of Riga. Four forest administrative districts lie completely with-in Riga region and close to Riga city (see Fig. 1). The total area of these districts is 44,158 ha out of which forest stands cover 36,064 ha (82%). Thus the Riga municipality forests of those 4 districts cover only 17% of the total forest area of the Region. The dominant tree species in the municipally owned forests are Scots32J.Donis:Designating a greenbelt around the city of Riga,LatviaUrban For.Urban Green.2 (2003)Table 1.Tree species composition in the Riga region Dominant tree Area covered, ha Average age, years species––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––Total Municipa-Total Municipa-lity*lity* Scots pine95,27627,3718581 Norway spruce20,8493,0175139Birch30,5585,1246056 Other10,438552––Total157,12136,0647369*Data only for the 4 forest districts of the Riga city munici-pality that are entirely situated within the Riga region.pine, birch and Norway spruce. These cover 76%, re-spectively 14% and 8% of the forest area. Other species cover less than 2% of the area.Until the re-establishment of Latvian independence almost all forestland was owned by the state but since then many areas have been returned to their former owners and are now privately owned. Current regula-tions state that until the designation of new boundaries for protection belts has been agreed upon, all forests of the previously existing and protected green zone have to remain protected whatever their functional role or ownership status. Consequently almost all forests of the Riga municipality located in the Riga region have management restrictions placed on them, and the same can be said for forests of other owners within the previ-ously existing green zone. Currently, therefore, on the one hand significant recreation opportunities for urban dwellers are provided, while on the other hand forest owners’rights to obtain income from timber harvest in the suburban areas continue to be restricted. Suburban municipalities also lose income because of reduced land taxes from land with management restrictions.The board of Forests of the Municipality of Riga there-fore initiated the preparation of a proposal to designate a new protection belt.Study to support protection belt designation The main objective of the study presented here has been to obtain background information in preparation for further discussions with local municipalities. Stud-ies in Latvia as well as elsewhere have revealed that recreational values of forests depend mainly on forest characteristics, location and level of pollution (Emsis et al. 1979; Emsis 1989; Holgen et al. 2000; Lindhagen & Hörnsten 2000; Rieps ˇas 1994; Su ¯na 1973, 1979). A very important aspect is the distance to the forest from places where people live (e.g. Rieps ˇas 1994). The abil-ity of a forest stand to purify the air by filtering or ab-sorbing dust, micro-organisms, and noxious gases de-pends on tree and shrub species composition, age, tree size and stand density (Emsis 1989). Stands purify the air most effectively at the time of maximum current an-nual volume increment, usually between 30 to 60 years of age in Latvian conditions, depending on species.Recreational value, on the other hand, increases with age (and tree size) and reaches its maximum consider-ably later. Taking into account the peculiarities of the dispersal of pollution as described by Laivin ‚s ˇ et al.(1993) and Za ¯lı¯tis (1993), selective cutting is prefer-able in the vicinity of a pollution source, especially ifJ.Donis:Designating a greenbelt around the city of Riga,Latvia 33Urban For.Urban Green.2 (2003)Fig. 1.Location ofthe Riga municipali-ty forests in the Riga region.the forest consists of a narrow strip between the pollu-tion source and housing. If the distance between a pol-lution source and housing exceeds several kilometres, a patch clear-cut system with stands of different ages is sufficient to provide a reduction in the negative impact of urban areas. Taking into account the fact that closer to residential areas it is more important to consider the visual qualities of the forest (e.g. Tyrväinen et al. 2003), this purification ability can generally be ignored when planning protection belts.MethodsThis study to support the designating of the Riga pro-tection belt used the following data sources for analysis (see Fig. 2): forest inventory databases, digital forest maps of the Riga municipal forests which are situated outside the administrative borders of the city (55,600 ha of which 44,158 ha located in the Riga region) (see Fig. 1), and corresponding topographic maps.The study and its developed proposal are based on an application of a theoretical approach developed during the 1980s by the Latvian State Forestry Research Insti-tute ‘Silava’(Emsis 1989) and the Lithuanian Forestry Research Institute (Riepsˇas 1994). According to the methodology developed by Emsis (1989), the first step in the process is to evaluate the recreational potential of the forest stands. This is carried out by analysing the following factors:• The tolerance of the forest ecosystem to different lev-els of anthropogenic (recreation) loading;• the status of forest ecosystems in terms of the damage or degradation as a result of recreational use;•the suitability of the landscape for non-utilitarian recreation (recreational value); and• the existing and potential levels of recreational loads.The second step involves evaluating the existing andexpected functional roles of the forest.The tolerance of the forest ecosystem to different levels of anthropogenic impact or loading is evaluated using a framework based on a combination of forest type, dominant tree species, dominant age group, soil type and relief, according to the stability of ecosystem. All stands are classified into one of five tolerance classes. The highest score is given to mature deciduous forests on mesotrophic and mesic soils on flat topogra-phy, while the lowest score is given to young pine stands on oligotrophic soils on steep slopes (forests on dunes).In this study ecosystem tolerance could not be evalu-ated, as it was primarily a desk using existing databas-es, and topographic relief maps were not available in digital form. The status of the forest ecosystem in rela-tion to damage or degradation was evaluated in terms of the degree of change in vegetation cover, under-growth, tree root exposure of the and level of littering, classified into three classes.Assessment of the recreational value of the forest stands was calculated using a formula developed by Riepsˇas (1994):Recreational value VR= (VS*kW*kS+VA)*kPWhere VSis stand suitability based on key internal at-tributes of the stand, such as species, age, stand densityand forest type. VSvalues range from 0 for young, high-density grey alder (Alnus incana L.) on wet peat soils, to 100 for average density mature pine stands ondry mineral soils. kwis a coefficient depending on the distance of the stand from watercourses, ranging from0.1 for stands further than 2 km from watercourses to1.0 for stands up to 500 m from watercourses. kSis a coefficient depending on the distance of the stand from urban areas, ranging from 0.1 for stands further than34J.Donis:Designating a greenbelt around the city of Riga,LatviaUrban For.Urban Green.2 (2003)Fig. 2.Structure of data sources used in data ana-lysis.80 km from Riga to 1.0 for stands within 30 km ofRiga. VA is an additional value depending on the pres-ence of attractive features, for example, 25 for forest stands up to 500 m from settlements, including summer cottages, or for areas intensively used for recreation ac-cording to information of local foresters. kP is a coeffi-cient depending on the level of environmental pollu-tion. Its value is 0 if the actual pollution level exceeds limit values, 0.5 if the level of environment pollution is between 50% and 100% of limit values, and 1 if the level of actual pollution is less than 50% of the limit values. In this study a coefficient of 1.0 was used, be-cause SO2and O3concentrations measured by Rigabackground measuring stations did not exceed 50% of the limit values (Fammler et al. 2000).The division of stands into classes of stand suitabili-ty is based on studies of visitors’preferences. Coeffi-cients kw, ksand VAare based on visitors’spatial distri-bution and show the ratio of the number of visitors in different zones. The evaluation of existing and expect-ed recreational loads was carried out by local foresters. They marked existing and potential recreation places on forest maps, including:•Small areas or sites for activities such as swimming, barbecuing, and so forth.•Recreation territories, defined as areas of 20 ha or more where people stay longer periods for walking, jogging, skiing or other forms of both active and pas-sive recreation.•Traditionally popular places for the collection of berries and mushrooms.•Recreational routes, including routes from public transport stops to recreation sites or recreation terri-tories, and between recreation sites and territories. For each recreation site and recreation territory data on the main seasons of use, the periods of use (week-days, weekends), and the average number of people in ‘rush-hours’during good weather conditions was col-lected or estimated.Data processing was carried out using ArcView GIS3.2a, Visual Fox pro and Microsoft Excel. VS values foreach stand were calculated from information in the for-est database using Visual Fox pro. Information collect-ed at a later stage from local foresters was digitised using separate themes (layers) in ArcView GIS 3.2a. Buffer zones along watercourses and water bodies, as well as residential areas, recreation sites and territoriesand recreation routes were created to get kW ,kSand VAvalues for each stand. Then VR values were calculatedfor each stand.A selection of recreation sites and territories was vis-ited by members of the project team in order to evalu-ate the state of the ecosystem with respect to wear and tear arising from different levels of recreational use. An evaluation of the existing functional role of each forest stand was carried out using the existing categories offorest protection. The anticipated future functional role was evaluated by annalysing the recreational value of stands, known expectations in terms of territorial de-velopment, and existing legal restrictions in order to find a compromise between recreation possibilities and other services of the forest. Next, a first draft of the protection belt was drawn according to experts’judge-ment. This draft included forests with high recreational value adjacent to residential areas and summer cot-tages, and larger tracts intensively used for recreation with medium to high recreational value.ResultsAccording to the original forest classification 65% of the total forest land area was designated as a commer-cial greenbelt forest, for which the main management goals are timber production and environmental consid-erations. The remaining 35% were designated as pro-tected (see Table 2). With regards to protected areas in Latvia: the main management goals of nature parks are nature conservation and recreation, including some ed-ucation. The goal for nature reserves is nature conser-vation, while that of the protected greenbelt forests is recreation.While interviewing local foresters it was revealed that they find it difficult to evaluate dispersed recreation loads (for example collection of berries, mushrooms). The assessments of foresters varied greatly and were considered to be unreliable. It was therefore decided to map only the places important for recreation, but not to use the inaccurate estimates of visitor numbers.In Latvia, special investigations have to be carried out in order to develop management objectives and principles for protected forests as part of the preparation of management plans. Pilot studies and visits to some of the recreation areas have revealed that the evaluation of the state of the forest ecosystem is useful only when de-veloping the detailed management plan. Even then, this is only the case for places identified by local foresters as recreation sites or territories, because otherwise it is too time consuming to carry out fieldwork which provides little useful additional information.Calculated VSvalues show that on average the forests studied have a medium suitability value for recreation (average score 47) (see Table 2). There are considerable differences between districts, with aver-age value ranging from 32 points in Olaine to 66 points in the Garkalne district. This indicates that the average stands in the Garkalne district are more suitable for recreation than those in other districts. If other aspects are taken into account, such as distance from wherepeople live, and VRvalues are calculated it can be seenJ.Donis:Designating a greenbelt around the city of Riga,Latvia35Urban For.Urban Green.2 (2003)that the districts are still ranked as follows: Garkalne,Jugla, Tireli and Olaine.Only 10% of the forest owned by Riga municipality within the Riga region were evaluated as having a high or very high recreational value. 12% had medium recreational value, while large areas used for the col-lection of berries and mushrooms were evaluated as having low or very low recreational value (60% of the total forest area) (see Table 3).More than 16% of the area is covered by bogs, for which according to the used methodology, recreational value was not evaluated at all. Some areas were recorded by the local foresters as important places for the collec-tion of berries. However, more valuable from a recre-ational point of view were those forests situated east and north-east of the city (Garkalne and Jugla districts),while the forests to the south (Olaine and Tireli districts)were found to have a lower recreational value (V R ).36J.Donis:Designating a greenbelt around the city of Riga,LatviaUrban For.Urban Green.2 (2003)Table 2.Distribution of forest by forest categories according to the original functional role Forest districtDataFormer forest category Total–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––Commercial Nature Nature Protected greenbelt forests parks reserves greenbelt forestsGarkalneArea, ha521.27,698.78,219.9Average of V S *61.966.566.2Average of V R **59.350.751.4JuglaArea, ha 8,376.74,098.812,475.4Average of V S 45.656.949.1Average of V R 22.034.025.7OlaineArea, ha 11,765.4707.512,473.0Average of V S 31.941.032.6Average of V R 8.527.410.0TireliArea, ha 8,689.5257.91,025.01,016.910,989.3Average of V S 40.666.710.059.342.3Average of V R 17.055.3 1.044.920.6TotalArea, ha 28,831.6779.11,025.013,522.044,157.6Average of V S 39.863.510.061.647.1Average of V R16.357.91.043.725.9* V S Suitability value – based on stand parameters (0–100 points).** V R Recreation value (0–125 points) based on stand parameters, distance to the residential areas, water and other attractive objects.Table 3.Distribution of forest areas by classes of attractiveness and by designated functional role Designated zoneDataClass of attractiveness Total –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––n.a.Very low Low Medium High Very high 0<2525,1–5051–7575–100100<Protection belt Area, ha76.7560.12,266.42,222.7850.5743.66719.9Average of V R *0.012.036.063.390.0125.053.4Visually sensitive Area, ha 447.64,150.54,157.7853.4847.1179.810636.1Average of V R 0.07.837.460.996.7125.028.5Non-restricted Area, ha 6,664.715,389.12,548.61,090.5874.8234.026801.7Average of V R 0.0 5.234.761.197.2125.015.8TotalArea, ha 7,189.020,099.88,972.74,166.52,572.31,157.344157.6Average of V R0.06.236.362.294.6125.025.9*V R Recreation value (0–125 points) based on stand parameters, distance to the residential areas, water and other attractive objects.Areas along main roads and railways are known to be visually sensitive, because of the large number of peo-ple who can see them during travel. The same is true for forest in the vicinity of small villages. Taking into ac-count the fact that legislation prohibits clear-cuts in pro-tection belts – which is not always necessary in order to maintain the visual quality of the landscape – it was proposed, as part of the zoning strategy, to create so called visually sensitive areas. In these areas the forest owner (Riga municipality) is recommended to use more detailed landscape-planning techniques and to pay more attention to visual aspects during management.As a result of the study, seen from a recreational point of view and taking into account legal restrictions and so forth, it has been proposed to create three zoning categories: (1) protection belts, (2) visually-sensitive areas, and (3) non-restricted areas (see Fig. 3). The protection belt should include:• Forest with high recreational value adjacent to residen-tial areas and summer cottages, to form a 200–500 m wide belt.• Larger tracts of forestland intensively used for recre-ation.The zone of visually-sensitive areas should include:• Forests within the administrative borders of Riga mu-nicipality and in the vicinity of villages (up to 200–500 m distance).• Forests along roads of national and regional impor-tance, railways, watercourses and streams as a protec-tion belt of 100–300 m wide.• Places used for mushroom and berry collection in the original restricted protection belt.• Places that could become important for recreation in the near future.J.Donis:Designating a greenbelt around the city of Riga,Latvia 37Urban For.Urban Green.2 (2003)Table 4.Proposed distribution of forest categories in designated zones (in hectares)Designated zoneFormer forest category Grand Total––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––Commercial Nature Nature Protected greenbelt forests parks reserves greenbelt forests Protection belt355.2779.15,585.76,719.9Visually sensitive areas 3,503.97,132.110,636.1Non-restricted areas 24,972.51,025.0*804.226,801.7Total 28,831.6779.11,025.013,522.044,157.6*Forests within nature reserves are not intended for recreation; their primary management goal is nature conservation.Fig. 3.Proposal for zon-ing of the Riga municipalforests in Riga region.The remaining areas should consequently be classi-fied as non-restricted areas.A revision of the first draft plan was made taking into account the known prospective development plans of Riga and Riga region. As a result, for forests owned by Riga municipality and located in Riga region the pro-posal is to include 6,720 ha in the protection belt (see Table 3). Moreover, it has been suggested to designate 10,636 ha as visually-sensitive areas, but to omit the re-maining 26,802 ha from zoning, as these do not need special management from a recreation point of view. Average recreational values of stands in this area range from 53 (medium), through 28 (low) to 15 points (very low) respectively.As a result, the major part of the forest remains in the same functional category as in the original allocation (see Table 4). As was mentioned above, the classifica-tion described here is only based on recreational as-pects, thus forests in nature reserves are misleadingly shown as non-restricted forests. Only 5,586 ha out of the 13,500 thousand ha of the originally protected greenbelt forests are proposed to be included in the protection belt, while 355 ha of the previous commer-cial greenbelt forests are proposed to be placed under stronger protection.DiscussionForests owned by Riga municipality within the Riga re-gion are divided over 13 rural municipalities. Accord-ing to legislation, revised draft proposals for zoning Riga city forests have to be accepted by Riga munici-pality, while the final decision is up to Riga and the sur-rounding municipalities. The study presented here has provided a tentative estimate of the recreational value and suitability of the forests for recreation and can be used as a starting point for political discussions. At the very beginning the intention was to divide the forests in two categories: the protection belt and the remainder of the forest. During the study it was concluded, however, that a third category would be needed, that of visually sensitive areas. Within this category more attention would have to be paid to the amenity of the landscape, but there would be no need to drastically restrict com-mercial forest management. As nature parks are also designated for recreation, it has been proposed to in-clude all forests of nature parks in the protection belt. It has to be noted that all the forests within the adminis-trative borders of cities, and as such not included in this study, are designated as protected. As a consequence, the forest area available for recreation to the inhabi-tants of Riga would increase to 12,500 ha.Unlike many other European cities, where timber ex-traction is of small importance (Konijnendijk 1999),Riga municipal forests have a considerable economic role. It is estimated that the allowable annual cut in suburban forests amounts to 169,800 m3or 81% of the annual increment (Dubrovskis et al. 2002). It should be kept in mind that income from logging is used for for-est regeneration and tending, forest fire protection and maintenance of recreation facilities.The objective of this study was not to evaluate the precision of the method nor possible errors occurring when applying it. This study revealed, however, the in-completeness of the methodology used. Bogs, which are very sensitive to recreation loads, are ascribed quite a high level of attractiveness from a recreation point of view (for the collection of wild berries), but according to the methodology they are not evaluated at all. All watercourses were assumed to be attractive sites, while the preliminary evaluation of recreation loads showed this not to be true. The use of watercourses is very vari-able and obviously depends on water quality and vege-tation structure of the edges or banks. Another aspect which was not taken into account was that amenity of a forest is not simply the sum of the amenity values of forest stands (Pukkala et al. 1995).It seems that the evaluation based on dominant species is appropriate for screening areas, but for more detailed management plans, species mixture, the number of forest layers, and principles of landscape architecture also have to be taken into account (Bell 1999; Bell & Nikodemus 2000). Various studies have shown that people prefer uneven-aged forests (e.g. Melluma et al. 1982) and uneven-aged stands (e.g. Riepsˇas 1994). The impacts of the screening effect show that there are, even in the visually-sensitive and commercial zones, considerable areas with high and very high recreational value. This is mainly because delineation of zonal boundaries is carried out using easily distinguishable natural lines, and often it is not worth including single stands of high recreational value in the protection belt if, as a consequence, re-strictions on management would be placed over whole compartments of 50 ha.For the preparation of specific management guide-lines detailed field inventories have to be carried out. This has not been done in this study, where more re-liance was placed on the experience of local foresters and existing databases. Detailed economical calcula-tions have yet to be carried out in order to evaluate the direct and indirect value of the forest. These will also assist in obtaining more background information to be used as part of a holistic approach and for development of a decision support system to resolve contradictions between different interest groups.After acceptance of the draft plan by the municipali-ty of Riga, the process of negotiation between Riga and its surrounding municipalities is currently ongoing.38J.Donis:Designating a greenbelt around the city of Riga,Latvia Urban For.Urban Green.2 (2003)。

计算机外⽂翻译（完整）毕业设计(论⽂)外⽂资料翻译专业：计算机科学与技术姓名：王成明学号：06120186外⽂出处：The History of the Internet附件： 1.外⽂原⽂ 2.外⽂资料翻译译⽂；附件1：外⽂原⽂The History of the InternetThe Beginning - ARPAnetThe Internet started as a project by the US government. The object of the project was to create a means of communications between long distance points, in the event of a nation wide emergency or, more specifically, nuclear war. The project was called ARPAnet, and it is what the Internet started as. Funded specifically for military communication, the engineers responsible for ARPANet had no idea of the possibilities of an "Internet."By definition, an 'Internet' is four or more computers connected by a network.ARPAnet achieved its network by using a protocol called TCP/IP. The basics around this protocol was that if information sent over a network failed to get through on one route, it would find another route to work with, as well as establishing a means for one computer to "talk" to another computer, regardless of whether it was a PC or a Macintosh.By the 80's ARPAnet, just years away from becoming the more well known Internet, had 200 computers. The Defense Department, satisfied with ARPAnets results, decided to fully adopt it into service, and connected many military computers and resources into the network. ARPAnet then had 562 computers on its network. By the year 1984, it had over 1000 computers on its network.In 1986 ARPAnet (supposedly) shut down, but only the organization shut down, and the existing networks still existed between the more than 1000 computers. It shut down due to a failied link up with NSF, who wanted to connect its 5 countywide super computers into ARPAnet.With the funding of NSF, new high speed lines were successfully installed at line speeds of 56k (a normal modem nowadays) through telephone lines in 1988. By that time, there were 28,174 computers on the (by then decided) Internet. In 1989 there were 80,000 computers on it. By 1989, there were290,000.Another network was built to support the incredible number of people joining. It was constructed in 1992.Today - The InternetToday, the Internet has become one of the most important technological advancements in the history of humanity. Everyone wants to get 'on line' to experience the wealth of information of the Internet. Millions of people now use the Internet, and it's predicted that by the year 2003 every single person on the planet will have Internet access. The Internet has truly become a way of life in our time and era, and is evolving so quickly its hard to determine where it will go next, as computer and network technology improve every day.HOW IT WORKS:It's a standard thing. People using the Internet. Shopping, playing games,conversing in virtual Internet environments.The Internet is not a 'thing' itself. The Internet cannot just "crash." It functions the same way as the telephone system, only there is no Internet company that runs the Internet.The Internet is a collection of millioins of computers that are all connected to each other, or have the means to connect to each other. The Internet is just like an office network, only it has millions of computers connected to it.The main thing about how the Internet works is communication. How does a computer in Houston know how to access data on a computer in Tokyo to view a webpage?Internet communication, communication among computers connected to the Internet, is based on a language. This language is called TCP/IP. TCP/IP establishes a language for a computer to access and transmit data over the Internet system.But TCP/IP assumes that there is a physical connecetion between onecomputer and another. This is not usually the case. There would have to be a network wire that went to every computer connected to the Internet, but that would make the Internet impossible to access.The physical connection that is requireed is established by way of modems,phonelines, and other modem cable connections (like cable modems or DSL). Modems on computers read and transmit data over established lines,which could be phonelines or data lines. The actual hard core connections are established among computers called routers.A router is a computer that serves as a traffic controller for information.To explain this better, let's look at how a standard computer might viewa webpage.1. The user's computer dials into an Internet Service Provider (ISP). The ISP might in turn be connected to another ISP, or a straight connection into the Internet backbone.2. The user launches a web browser like Netscape or Internet Explorer and types in an internet location to go to.3. Here's where the tricky part comes in. First, the computer sends data about it's data request to a router. A router is a very high speed powerful computer running special software. The collection of routers in the world make what is called a "backbone," on which all the data on the Internet is transferred. The backbone presently operates at a speed of several gigabytes per-second. Such a speed compared to a normal modem is like comparing the heat of the sun to the heat of an ice-cube.Routers handle data that is going back and forth. A router puts small chunks of data into packages called packets, which function similarly to envelopes. So, when the request for the webpage goes through, it uses TCP/IP protocols to tell the router what to do with the data, where it's going, and overall where the user wants to go.4. The router sends these packets to other routers, eventually leadingto the target computer. It's like whisper down the lane (only the information remains intact).5. When the information reaches the target web server, the webserver then begins to send the web page back. A webserver is the computer where the webpage is stored that is running a program that handles requests for the webpage and sends the webpage to whoever wants to see it.6. The webpage is put in packets, sent through routers, and arrive at the users computer where the user can view the webpage once it is assembled.The packets which contain the data also contain special information that lets routers and other computers know how to reassemble the data in the right order.With millions of web pages, and millions of users, using the Internet is not always easy for a beginning user, especially for someone who is not entirely comfortale with using computers. Below you can find tips tricks and help on how to use main services of the Internet.Before you access webpages, you must have a web browser to actually be able to view the webpages. Most Internet Access Providers provide you with a web browser in the software they usually give to customers; you. The fact that you are viewing this page means that you have a web browser. The top two use browsers are Netscape Communicator and Microsoft Internet Explorer. Netscape can be found at /doc/bedc387343323968011c9268.html and MSIE can be found at /doc/bedc387343323968011c9268.html /ie.The fact that you're reading this right now means that you have a web browser.Next you must be familiar with actually using webpages. A webpage is a collection of hyperlinks, images, text, forms, menus, and multimedia. To "navigate" a webpage, simply click the links it provides or follow it's own instructions (like if it has a form you need to use, it will probably instruct you how to use it). Basically, everything about a webpage is made to be self-explanetory. That is the nature of a webpage, to be easily navigatable."Oh no! a 404 error! 'Cannot find web page?'" is a common remark made by new web-users.Sometimes websites have errors. But an error on a website is not the user's fault, of course.A 404 error means that the page you tried to go to does not exist. This could be because the site is still being constructed and the page hasn't been created yet, or because the site author made a typo in the page. There's nothing much to do about a 404 error except for e-mailing the site administrator (of the page you wanted to go to) an telling him/her about the error.A Javascript error is the result of a programming error in the Javascript code of a website. Not all websites utilize Javascript, but many do. Javascript is different from Java, and most browsers now support Javascript. If you are using an old version of a web browser (Netscape 3.0 for example), you might get Javascript errors because sites utilize Javascript versions that your browser does not support. So, you can try getting a newer version of your web browser.E-mail stands for Electronic Mail, and that's what it is. E-mail enables people to send letters, and even files and pictures to each other.To use e-mail, you must have an e-mail client, which is just like a personal post office, since it retrieves and stores e-mail. Secondly, you must have an e-mail account. Most Internet Service Providers provide free e-mail account(s) for free. Some services offer free e-mail, like Hotmail, and Geocities.After configuring your e-mail client with your POP3 and SMTP server address (your e-mail provider will give you that information), you are ready to receive mail.An attachment is a file sent in a letter. If someone sends you an attachment and you don't know who it is, don't run the file, ever. It could be a virus or some other kind of nasty programs. You can't get a virus justby reading e-mail, you'll have to physically execute some form of program for a virus to strike.A signature is a feature of many e-mail programs. A signature is added to the end of every e-mail you send out. You can put a text graphic, your business information, anything you want.Imagine that a computer on the Internet is an island in the sea. The sea is filled with millions of islands. This is the Internet. Imagine an island communicates with other island by sending ships to other islands and receiving ships. The island has ports to accept and send out ships.A computer on the Internet has access nodes called ports. A port is just a symbolic object that allows the computer to operate on a network (or the Internet). This method is similar to the island/ocean symbolism above.Telnet refers to accessing ports on a server directly with a text connection. Almost every kind of Internet function, like accessing web pages,"chatting," and e-mailing is done over a Telnet connection.Telnetting requires a Telnet client. A telnet program comes with the Windows system, so Windows users can access telnet by typing in "telnet" (without the "'s) in the run dialog. Linux has it built into the command line; telnet. A popular telnet program for Macintosh is NCSA telnet.Any server software (web page daemon, chat daemon) can be accessed via telnet, although they are not usually meant to be accessed in such a manner. For instance, it is possible to connect directly to a mail server and check your mail by interfacing with the e-mail server software, but it's easier to use an e-mail client (of course).There are millions of WebPages that come from all over the world, yet how will you know what the address of a page you want is?Search engines save the day. A search engine is a very large website that allows you to search it's own database of websites. For instance, if you wanted to find a website on dogs, you'd search for "dog" or "dogs" or "dog information." Here are a few search-engines.1. Altavista (/doc/bedc387343323968011c9268.html ) - Web spider & Indexed2. Yahoo (/doc/bedc387343323968011c9268.html ) - Web spider & Indexed Collection3. Excite (/doc/bedc387343323968011c9268.html ) - Web spider & Indexed4. Lycos (/doc/bedc387343323968011c9268.html ) - Web spider & Indexed5. Metasearch (/doc/bedc387343323968011c9268.html ) - Multiple searchA web spider is a program used by search engines that goes from page to page, following any link it can possibly find. This means that a search engine can literally map out as much of the Internet as it's own time and speed allows for.An indexed collection uses hand-added links. For instance, on Yahoo's site. You can click on Computers & the Internet. Then you can click on Hardware. Then you can click on Modems, etc., and along the way through sections, there are sites available which relate to what section you're in.Metasearch searches many search engines at the same time, finding the top choices from about 10 search engines, making searching a lot more effective.Once you are able to use search engines, you can effectively find the pages you want.With the arrival of networking and multi user systems, security has always been on the mind of system developers and system operators. Since the dawn of AT&T and its phone network, hackers have been known by many, hackers who find ways all the time of breaking into systems. It used to not be that big of a problem, since networking was limited to big corporate companies or government computers who could afford the necessary computer security.The biggest problem now-a-days is personal information. Why should you be careful while making purchases via a website? Let's look at how the internet works, quickly.The user is transferring credit card information to a webpage. Looks safe, right? Not necessarily. As the user submits the information, it is being streamed through a series of computers that make up the Internet backbone.The information is in little chunks, in packages called packets. Here's the problem: While the information is being transferred through this big backbone, what is preventing a "hacker" from intercepting this data stream at one of the backbone points?Big-brother is not watching you if you access a web site, but users should be aware of potential threats while transmitting private information. There are methods of enforcing security, like password protection, an most importantly, encryption.Encryption means scrambling data into a code that can only be unscrambled on the "other end." Browser's like Netscape Communicator and Internet Explorer feature encryption support for making on-line transfers. Some encryptions work better than others. The most advanced encryption system is called DES (Data Encryption Standard), and it was adopted by the US Defense Department because it was deemed so difficult to 'crack' that they considered it a security risk if it would fall into another countries hands.A DES uses a single key of information to unlock an entire document. The problem is, there are 75 trillion possible keys to use, so it is a highly difficult system to break. One document was cracked and decoded, but it was a combined effort of14,000 computers networked over the Internet that took a while to do it, so most hackers don't have that many resources available.附件2：外⽂资料翻译译⽂Internet的历史起源——ARPAnetInternet是被美国政府作为⼀项⼯程进⾏开发的。

Green International Wine MarketingGreen International Wine MarketingMary Pugh & Richard FletcherAbstract The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The experience of BRL Hardy points to a number of key lessons in international marketing that may help other companies break free from the competitive pack. Keywords: Wine marketing, green brands, international marketingIntroduction One of the major challenges facing Australian firms in the international marketplace is how to differentiate their products from those of competitors. This case explores the challenges facing BRL Hardy Ltd. of Australia and how they met the challenge in a global wine market that is highly competitive and characterised by multiple players, labels and products. Although Australia has captured only 5% of the world’s wine market, Australian wines are the fastest growing import category in key markets such as the UK and USA, stealing market share from traditional ‘old world’ wine producers such as France, Italy, Germany and Spain. Australia’s success to date stems not only from its comparative advantage of producing quality wines at reasonable prices, but the ability of Australian wine companies to build brands to compete internationally. This case study demonstrates BRL Hardy has identified a unique global market segment of a wine targeted at the environmentally conscious. The case covers the initial stages of the implementation of the strategy to position its BRL Hardy’s Banrock Station brand of wines in the environmentally conscious segment, through to a promotional program of ‘green’ international wine marketing. Background BRL Hardy Ltd. was formed after a 1992 merger ofSouth Australian-based wineries, Berri Renmano Ltd. and Thomas Hardy and Sons Pty Ltd. It is now one of the top four wine producers in Australia and one of the top 10 largest wine groups in the world. Its Banrock Station brand, produced from grapes mostly grown in the Riverland region of South Australia, is the rising star of the company’s wine portfolio. The first wine stock was produced as recently as 1995, and now production is 2.4 million cases a year. In 1994 BRL Hardy acquired Banrock Station with 250 hectares of good soil for producing premium grape varieties. The rest of the property is made up of 900 hectares of wetland and 600 hectares of protected Mallee Woodland eco system. The property was suffering from the impact of prolonged farming and grazing. BRL Hardy, together with Wetland Care Australia undertook a huge revegetation program to remove stock, install fish barriers and reintroduce natural wetting and drying cycles in the wetland. This has resulted in the native birds and fish, water plants, frogs, and insects returning to restore the health of the River Murray. The 250 hectares of new vineyard is used to produce five major wine varieties. As Figure 1 shows, red wines are more favoured than white wine varieties. The vineyard’s total yield per year is 5,000 tonnes which converts to 3,500,000 litres of wine or 380,000 cases. The additional tonnage required to meet domestic and export76Australasian Marketing Journal 10 (3), 2002Green International Wine MarketingWine Variety 20 33 43 48 59 0 20 No of Hectares 40 60Merlot Chardonnay Semillon Cabernet Sauvignon ShirazFigure 1: Banrock Station Major Wine Varieties (Source: BRL’s Banrock Station)demand of over two million cases comes from purchasing other grapes from local producers in the Riverland. Australia and the Global Wine Market Market conditions are ripe for Australian wine producers to increase exports. The ‘old world’ wine producers such as France and Italy, which have historically held a large market share of the global export market, are in decline. In 1997, France held 26% of export volume, Italy 23% and Spain 14%. In total these ‘old world’ producers represented 67% of the export wine market. However, it is the ‘new world’ wine producers such as Australia, New Zealand, Chile and South Africa who are experiencing growth. While only holding a relatively small market share of export volume, they are stealing share from the ‘old world’ producers. Following centuries of quality wine being associated with ‘old world’ wine producers, Australian wines are now at the forefront of a new consumer trend led by ‘new world’ producers – the supply of good quality, good value, ready to drink now, good tasting, fruity wines. As Table 1 shows, Australia is ranked Number 4 on exportvalue and is the market leader in ‘new world’ wines. Australia’s remarkable success in the UK market is being demonstrated by delivering wine products that are relevant to everyday living and enjoyed by all. The wine brand ‘Australia’ is leveraging the effect of country of origin image (Abmed & D’Astous 1996) in transferring favourable perceptions of quality fruit and a relaxed lifestyle to its food and wine. This positioning in the UK and USA markets has stimulated demand for ‘premium’ category wines (i.e., those that are categorised above basic ‘good quality/good value’ wines). Australian wine exports have grown substantially since the mid 1980s. At the end of the 2000/01 financial year, Australia exported 339 million litres which was a 17% increase on the previous year. The export market volume for Australian wine is projected to double in size over the next ten years to 676 million litres accounting for 61% of production compared to 47% at present. This is illustrated in Figure 2. There are five key quality/price segments in the wine industry. The principal driving force behind increasedAustralasian Marketing Journal 10 (3), 200277Green International Wine MarketingTable 1: 1997 World Wine Export Value (Source: Berger, Spahini and Anderson 1999) Country Export Value as a % of world wine exports 41.7 17.2 9.2 4.8 4.3 3.8 3.6 3.3 3.2 1.5 Old or New World Wines1. France 2. Italy 3. Spain 4. Australia 5. Portugal 6. Germany 7. Chile 8. USA 9. Fomer Soviet Union 10. South AfricaOld Old Old New Old Old New New Old Newexport sales is considered to be in the branded premium wine segment estimated to account for 34% of world wine sales. Australian brands in relation to these segments are shown in Figure 3. As the graph shows, Banrock Station falls into the premium category (above ‘basic’, and below ‘super-premium’). Developing an International Strategy The challenge for BRL Hardy is how to secure additional export sales in an increasingly competitive market. Application of Porter’s ‘Five Forces Model’ (1990) to the global marketplace for Australian wines indicates: New Entrants: There is a likely threat from new entrants, especially from large global liquor giants such as Diageo and Allied Domecq of the UK and LVMH and Pernod Ricard of France, who see the wine sector as a faster growing business compared to other liquor categories such as spirits, beer and champagne with which they were historically associated. They are aggressively embarking on acquisitions and are interested in Australian wineries. Suppliers: There is a low threat from suppliers of grapesas these have little bargaining power apart from those supplying Merlot and Verdelho who have more clout due to some shortage of these varieties. Over-planting of red wine grapes has given Australian wineries scope to obtain higher quality product at a competitive price. Buyers: The threat from buyers is high as securing distribution in a crowded market is difficult, especially when the distribution channels in major overseas markets are largely dominated by supermarket and major liquor chains. There is some evidence that distributors are becoming more favourably disposed towards Australian wines due to their consistent quality and availability. Substitutes: Although there are other alcoholic products that compete with wine, wine is the fastest growing alcoholic beverage on a global basis. Australia has a comparative advantage in producing innovative, high quality wines which, because they can be consumed without aging, attract new wine consumers and young drinkers in ‘old world’ countries. As illustrated in Figure 4, BRL countered the reaction of industry competitors to overseas market entry. BRL differentiated themselves by pursuing a niche market78Australasian Marketing Journal 10 (3), 2002Green International Wine Marketingstrategy in their target overseas markets. This was achieved by positioning the Banrock Station brand initially in the two major markets of the UK and USA as a ‘green’ wine that supports conservation activities. This involved looking at the market from a different perspective and looking at areas to create value to differentiate the selected brand from the competitive pack. The key to discovering new value was asking four basic questions, as outlined in the Kim and Mauborgne Model (1999) shown in Table 2. Addressing these key questions has allowed BRL to create Banrock Station - a wine that can be simply positioned as “good wine, good earth, good living”. Kim and Mauborgne (1999) suggest ‘The Value Curve’ – a graphic depiction of the way a company or industry configures its offering to customers – is a powerful tool for creating new market space. It is drawn by plotting the performance of the offering relative to other alternatives along the key success factors that define competition inthe industry. Identified in Figure 4, the creation of a new value curve would appear to be possible for Banrock Station wine, by adopting a marketing positioning strategy based on a ‘green’ wine that supports conservation activities. Creating a ‘Green’ Brand Creating a ‘green brand’ meant tapping into the values and beliefs of wine buyers. As a starting point, BRL Hardy recognised that their investment in and achievement of restoring the magnificent Banrock Station wetlands might be shared with their customers. This strategy has proven to be successful in Australia. With every bottle of Banrock Station wine sold, a portion of the sale proceeds is donated to conservation projects to ensure environmental havens are restored and preserved for future generations. All proceeds in Australia go to Wetland Care Australia and Landcare Australia. An analysis of the demographics of wine consumption inYear 676 437 Forecast20102001 Current339 3691990 Historical 042 301200400 Million Litres600800International Markets Australian DomesticFigure 2: Australian Domestic Market vs International Market Growth (Data Source: Wine Federation of Australia & Australian Wine and Brandy Corporation, 2000)Australasian Marketing Journal 10 (3), 200279Green International Wine MarketingPrice Price range ICON USD 50 AU 50 UK 20 Indicative brandsPenfolds Grange Henschke Hill of Grace Leeuwin Chardonnay Petaluma Coonawarravolume market share: 1%Price range ULTRAPREMIUMUSD 14-49.99 Indicative brands AU 15-49.99 Wolf Blass Grey Label Orlando St Hugo UK 7-19.99 BrokenwoodDe Bortoli Yarra Valley Pipers Brookvolume market share: 5%Price rangeUSD 8-13.99 Indicative brands AU 10-14.99 Penfolds Koonunga Hill Jamieson's Run UK 5-6.99 Rosemount Diamond LabelLeasingham Bin Rangevolume market share: 10%SUPER PREMIUMPrice rangeUSD 5-7.99 AU 5-9.99 UK 3-4.99Indicative brandsBarramundi Banrock Station Jacobs Creek Lindeman's Bin Range Oxford Landing Hardy's Nottage Hillvolume market share: 34%PREMIUM Price range < USD 5volume market share: 50%BASICVolumeFigure 3: Quality Segments in the Wine Industry (Source: Wine Federation of Australia & Australian Wine and Brandy Corporation, 2000) developed country markets such as Australia indicates that the bulk of wine consumers typically fall into the age group 40 and 60 years with a skew towards women. This generation is often referred to as ‘Baby Boomers’ and represents about 24% of the Australian population and around 33% of the US population. It is a group that is sensitive to environmental concerns. They were the original activists and are pro environmentalists. They created the first Earth Day back in 1970. However, the values of this group have not previously been tapped as far as wine marketing is concerned. For this strategy to be implemented, it must be conveyed to the customer via the brand. The brand is a bond with the customer. Keegan, Moriarty and Duncan (1992, p. 448) defines it as a “perception in the mind of consumers who ascribe beliefs, values and personalities to products” and Kotler (2000, p. 404) as a “seller’s promise to deliver a specific set of features, benefits and services consistently to buyers”. Strategically, it has been brands that have made Australian wine producers successful over other market competitors - not the name of the wine producer. Successful wine, the brand and the attitude it engenders, must relate to the wine consumer’s own sense of individuality and unique style. For a ‘green’ wine, the brand image should appeal to consumer’s who are seek-80Australasian Marketing Journal 10 (3), 2002Green International Wine MarketingSource: Banrock Station Wine postcarding a product that fits with their values of good living, being healthy and their desire to act in an environmentally friendly way. Wine buyers are thinking about the quality connection with where the product comes from and what they are purchasing. Ottman (1992) claimed that while quality, price and convenience are still uppermost in consumers’ purchasing decisions, a fourth attribute, environmental compatibility, that is a product’s greenness, is fast becoming a tie-breaker at the shelf.By linking Banrock Station’s brand attributes of good value, quality wines, that are ready to drink now, with a conservationist personality it is intended to create a new source of competitive advantage for BRL Hardy’s Banrock Station brand. The brand slogan “good earth, fine wine” easily identifies Banrock Station with supporting the environment. Additional in-store promotional material highlights Banrock Station Wines conservation initiatives – for example, a bottle flyer with a pelican. This saves the consumer time in evaluating otherTable 2: Creating a New Value Curve Key Questions 1. Reduce – What factors should be reduced well below the industry standard? Areas for innovation – Price – Length of time to markets from the vine to the table – Alcohol content – A representation of healthy living – An environment friendly wine – A relationship with the brand – Flavour and wine quality – Innovative wine styles – Interesting brands – Standard labels/packaging – Snob Factor – Wine speak2. Create – What factors should be created that the industry has never offered?3. Raise – What factors should be raised well above industry standards?4. Eliminate – What factors should be eliminated that the industry takes for granted?Australasian Marketing Journal 10 (3), 200281Green International Wine MarketingHighRelative valueNealu wVeCLow Price Quality Taste Ready to drink Environment friendlyKey elements of the wine industry product, service and deliveryTraditional bottled wine value curve Banrock Station wine's new value curveFigure 4: The New Value Curve for Banrock Station Winebrands and helps them to easily distinguish the point of difference in retail outlets. In addition, Banrock Station’s green brand image is reflected in the advertising, good news stories about conservation projects, packaging, point of purchase promotions, wine shows and on the website where consumers can take a virtual tour of Banrock Station (see: .au). Application of ‘Green’ Brand Equity to International Markets As the ‘green’ marketing approach was successful in Australia, BRL Hardy decided to apply it to selected overseas markets which were considered to offer longterm growth potential. The eight selected international wine markets were the USA, Netherlands, Canada, Sweden, New Zealand, UK, Finland and Denmark. All are developed markets with environmentally sensitive ‘Baby Boomers’. In these markets, BRL aimed to build strategic alliances with local conservation groups, as they did in Australia. A key to the market entry strategywas establishing strategic alliances with ‘green’ groups so as to increase consumer’s confidence in and credibility of the brand’s environmental claims. In each case, a certain percentage of profit from sales of each bottle of wine would go to the alliance partner to fund environmental projects. Implementation of this international approach was facilitated by hiring an environmental scientist, Tony Sharley, who manages the Banrock Station Wine and Wetland Centre in Australia. In this role, he manages conservation projects with organisations in key international markets and can verify Banrock Station’s ‘green’ credentials. High on the agenda was Australia’s number one wine market, the UK, where BRL sells a number of successful brands. In the UK, Banrock Station wines and the Wildfowl and Wetlands Trust (WWT) are working together to save wetlands and wildlife. Funds from Banrock Station wines are being used to support the continual monitoring and maintenance of 4,000 acres of WWT’s wetland reserves and their wildlife.82Australasian Marketing Journal 10 (3), 2002urveGreen International Wine MarketingIn Canada, BRL established their own organisation to coordinate environmental projects to help conserve and protect endangered birds and wetlands (the Banrock Station Wine Wetland Foundation, Canada). In the USA, Banrock Station has partnered with the Arthur R Marshall Foundation to champion restoration and preservation of America’s Greater Everglades ecosystem and sponsored Cypress Tree Planting Day in an effort to restore the Everglades ancient forest. In Europe, Banrock Station wines are working with the Swedish Wetland Fund, with proceeds supporting OsterMalma, Lida and other wetlands in the area; in Finland, with Liminganlahti Bay, a high profile and highly regarded wetland region in the north of Finland; and in Netherlands Banrock Station wines, Staatsbosbeheer and Wetlands International are working together to save wetlands. Recently, Banrock Station commenced a partnership with Danish Nature who will use the funds to restore wetland in the Langelands region. Closer to home, Banrock Station wines have combined with the environment group, Wetland Care New Zealand to sponsor wetland restoration projects throughout New Zealand. The first year’s proceeds under the sponsorshiphelped to develop a wetland within the widely acclaimed Karori Sanctuary in Wellington and this year a wetland has been created at Masterton in the Wairarapa region. International Sales Growth Figure 3 shows that Banrock Station is in the premium wine category offering good value for money. A similar price positioning has been adopted in selected overseas markets. As such, it is priced below some of its major Australian competitors. In the UK, BRL Hardy has had to contend with a distribution system where the retailers are gate-keepers and ten accounts can represent 70% of the market. Here, buyer label wines account for a considerable share of the market. To counter this it is necessary for Banrock Station to create an awareness of their own brand. This is being achieved via the use of cinema and outdoor advertising, including the London Underground. By contrast, in the USA the distribution of wines approximates that of fast moving consumer goods (FMCG) and there is little wine sold under the labels of buyers. The value for money claim is being augmented in all markets with the “support conservation theme” and point-of-sale support that reinforces the conservation image. It is this support that provides the brand with its unique selling proposition (USP).Table 3: UK Brands Top Wines 2000 Listing (Source: Macquarie Bank Research 2001) Brand Ernest & Julio Gallo Jacobs Creek Hardys Stowells of Chelsea Rosemount Lindemans Penfolds Blossom Hill Le Piat D’or Banrock Station Company E&J Gallo Winery Orlando Wyndham BRL Hardy Wine Matthew Clark Rosemount Wine Estates Southcorp Wines Southcorp Wines UDV Piat Pere Et Fils BRL Hardy Wine Off Trade % Growth 22% 24% 33% 28% 69% 53% 2% 143% (-15%) 165%Australasian Marketing Journal 10 (3), 200283Green International Wine MarketingThis approach has proved to be a deciding factor at the point-of-purchase amongst the growing number of environmentally conscious consumers in the US and the UK. Banrock Station wines are proving to be a stand out performer for BRL Hardy in international markets. They are ranked Number 7 in the Top 10 selling Australian wine brands in the US Market and 3rd in volume of the premium Australian brands exported to the US. In the 13-week period ending 17 May 2001, Banrock Station’s overall ranked position in the US market was 189th and it is the fastest growing brand in the BRL portfolio. Banrock Station is the number one fastest growing brand in the UK as shown in Table 3. There is no doubt that much of this success has been due to the ‘green’ international wine marketing of Banrock Station wines. Future growth is dependent upon maintaining and building the brand through continued investment in conservation projects and the development of new markets with significant segments of environmentally friendly wine buyers. Key Lessons The success of BRL’s Banrock station brand in the UK and US markets to date can be explained in part by its being a ‘new world’ wine, priced in the attractive ‘premium’ wine category with a country of origin image associated with sunshine, health and wide open spaces – an attractive image consistent with wine production. However, of themselves these ‘new world’ wine characteristics do not explain the rapid rise in overseas sales, nor its major market share amongst the Australian premium wine segment. Success is also due to the niche marketing strategy pursued by the firm of positioning the brand as a ‘green’ wine that supports conservation activities. This strategy has positioned the brand in a new marketspace that includes environmentally conscious consumers. This strategy appeals to a different set of values, and values not targeted by other wine producers. Although the magnitude of this segment may differ between countries, environmentally conscious consumers are a global segment that offers considerable potential for the future marketing of the Banrock Station brand. The experience of BRL Hardy points to a number of other key lessons in international marketing that may help other companies also break free from the competitive pack. The first of these is that innovative marketing approaches are a useful vehicle for companies to create new overseas markets and/or reposition themselves in existing markets. BRL’s approach was to look at their market from a new perspective and create new value forstakeholders in those markets. This was achieved by tapping into the values and beliefs of their customers and creating new product attributes to influence the purchasing decisions of customers. In this case it was by creating a brand associated with caring for the environment as illustrated by investing sales receipts back into conservation projects. The second lesson relates to the need to pursue a strategy in depth rather than superficially if it is to be effective in overseas markets. In this case a company embarking on a ‘green’ brand strategy needs to realise it has to be more than just a gimmick. The company has to excel in delivering not just the product benefits, but also the green benefits that customers truly desire. BRL’s experience shows their ‘green’ brand has to stay relevant and credible. This was achieved by ongoing restoration of its own wetland, employing an environmental scientist, and consistently communicating the brand’s environmental initiatives and project involvement via publication of ‘good news’ stories, distinctive product packaging and labelling, and through the focus of its sales team. Only in this way can a company continue to grow the market in its chosen segment. Finally, the application of brand management to overseas markets often requires the building of strategic alliances with local groups if brand equity is to be sustained or further developed in these overseas markets. In the case of BRL Hardy, the strategic alliances were with local conservation groups similar to those with whom alliances had been forged in Australia. The lesson from Australia was in this case applied in overseas markets – that the brand must associate itself with the projects of its alliance partner and should do this by the firm’s management maintaining an active interest in the quality of those environmental projects. Banrock Station’s environmental scientist developed quality controls to ensure that funds directed to those conservation groups from Banrock Station sales were invested in technically sound and rewarding conservation projects. If ‘green’ projects are important, well supported and understood by the consumer, the brand will build and increase its ‘green’ brand equity. In summary, BRL have shown how important a ‘green’ brand is to increasing market share and how innovation in marketing can help a company create a point of difference that redefines the attributes on which buyers base their purchasing decision. References Ahmed, S.A., D’Astous, A., 1996. Country of Origin and Brand Effects: A Multi-Dimensional and Multi-Attribute84Australasian Marketing Journal 10 (3), 2002Green International Wine MarketingStudy. Journal of International Consumer Marketing 9(2), 93-115. Berger, N., Saphini, P., Anderson, K., 1999. Bilateral Trade Patterns in the World Wine Market 1988 to 1997: A Statistical Compendium. University of Adelaide: Centre for International Economic Studies. Keegan, W., Moriarty, S., Duncan, T., 1992. Marketing. New Jersey: Prentice Hall. Kim, C., Mauborgne, R, 1999. Creating New Market Space. Harvard Business Review, January-February, 83-93. Kotler, P., 2000. Marketing Management: The Millenium Edition. New Jersey: Prentice Hall. Macquarie Bank Research, 2001. Essentials, March 2001. Ottman, J A, 1992. Green Marketing: Challenges and Opportunities for the New Marketing Age. Chicago: NTC Business Books. Porter, M., 1990. The Competitive Advantage of Nations. London: Macmillan. Wine Federation of Australia & Australian Wine and Brandy Corporation, 2000. The Marketing Decade 20002010, November (.au).Acknowledgements The authors of this case are grateful to Mr Stephen Millar (Managing Director, BRL Hardy Ltd); Mr David Woods (International Trading Director, BRL Hardy Ltd) and Mr Tony Sharley (Manager, Banrock Station Wine and Wetland Centre) for agreeing to be interviewed and for their valuable insights. Biographies Mary Pugh is a Marketing Project Manager at the NSW Police. She has recently graduated from the Masters of Business (International Marketing) program. Richard Fletcher, PhD, is an Associate Professor and Director of Post Graduate Programs in the School of Marketing, University of Technology, Sydney. Correspondence Addresses Mary Pugh, C/o School of Marketing, University of Technology, City Campus, Quay St, Haymarket, PO Box 123 Broadway, Sydney NSW 2007. Email: marygabrielle @, Richard Fletcher, School of Marketing, University of Technology, City Campus, Quay St, Haymarket, PO Box 123 Broadway, Sydney NSW 2007. Telephone: +61 (2) 9514 3537, Facsimile: +61 (2) 9514 3535, e-mail: Richard.Fletcher@.auAustralasian Marketing Journal 10 (3), 200285。