外文翻译--施工工艺与企业管理领域内的研究

外文翻译--施工工艺与企业管理领域内的研究
外文翻译--施工工艺与企业管理领域内的研究

毕业设计(论文)

译文及原稿

译文题目:施工工艺与企业管理领域内的研究(CPEM)

Research in the field of construction process and 原稿题目:

enterprise management

Volume 4,No.2(Serial No.27),Journal ofCivil Engineering 原稿出处:

and Architecture,ISSN 1934·7359,USA (Feb.2010)

施工工艺与企业管理的研究(CPEM)

Christy Pathrose Gome

1.1CPEM的生命周期和研究方法

在Prof.Dr.-lng.Gerhard Girmscheid的管理下,以生命cycle-oriented和社团的过程为研究和教学的中心,例如在建筑行业里的下面特定领域中:提供服务,管理和支持过程

·为生命周期服务的业务和项目交付模式

·支持流程风险模型,知识和创新管理

·为信息化带动工业化过程模型提供服务的施工流程

·区域内的概率决策模型

–风险管理

–建筑生产

–维护及修理

战略实施的研究集中在试图通过科学、概念的贡献cycle-oriented过程设计生活integarating计划、执行和加工利用的研究,促进性能和创新能力的建筑行业。研究的目的是制造创新、企业发展战略,以客户为主导,以producer-oriented为概念和技术经济和环境相关的整体优化服务。研究涉及的领域一方面在于服务全部提供者方面的发展,问题为解决一次业主/开发者的利益的概念和创新的组织和合作概念以及costruction-related设计创新、风险和信息管理系统和运行的研究方法,决策工具的发展与建设过程的评价与管理的活动。另一方面我们要努力开发高效、计算机辅助集自动化的施工方法。特别关注互动的设计领域的规划和生产过程。特别是在建筑物维修的领域内,已经形成了专业课的焦点,说明了它对未来的重要性。

施工管理的目标是减少递交时质量的总合工时波动。更深深远的目标包括集成优化建筑结构的耐久性,环境兼容性的施工方法和建筑材料的循环的施工方法。

研究方法由设计sycle-oriented建设和运营过程组成的,一方面建筑工业的industy-specific特点,另一方面,先进的经营理念。建筑maket-oriented和资源的方法两者都改善性能和支持程序,形成互利共生的结合,使其发展成为客户利益最大的建筑行业和最大可能竞争优势的公司。

研究和开发项目围绕以下战略性的领域:

建筑公司的管理:

·使用对外的整数策划、执行和运行的新生命cycle-oriented技术的范围和服务

的管理,增加顾客的利益

·使用知识和创新的经营为基础来开发新性能和支持过程,和产业化的施工流程·通过提供商以客户为本的的体系概念建立具有弹性、敏捷的企业结构从而加强竞争能力

·使用construction-specific、市场营销、成本和风险管理提高的公司成功管理等过程:

建筑过程的管理:

·发展高性能施工方法、计算机辅助,工业化生产方法和robotization

·维持和修复建筑结构的方法:maintenance-friendly建设,在使用,解构,回收过程中重新悬挂

1.2 施工工艺和企业管理上在施工管理科学里的分类

整个领域的管理科学可以被分成

·管理方法

·一般管理科学

·具体管理科学

管理方法包括

·金融数学

·会计

·统计

·规划方法

·组织方法

用一般管理科学解释企业普遍存在的现象.一般管理包括以一般理论和·竞争战略

·营销策略

·组织理论

·一般知识和创新管理

具体管理科学侧重于个人特性行业特定行业,例如

·工业管理

·施工管理

·银行管理

·保险管理

一般个别管理科学可以进一步分成操作功能,例如

·企业管理

·融资

·投资

·采购

·服务提供

·运输

·销售

由于施工管理科学重点和问题具体到建筑行业的一部分就是具体管理科学。

施工管理主要研究和教学领域自称是之间互利共生的交叉口综合治理以及建筑工程。

这就是为什么施工工艺和企业管理重心在生命周期的有关问题上, 针对建设行业结构和基础产品过程中从以下特点产生,:

·每一种结构的独特性格。

·利用该网站生产resp.construction

·高度的个性,物质,综合性,互动性

·规划目标的过程和服务

1. 3 CPEM中orientation-life cycle的战略管理

建筑行业面临的最具挑战性的问题之一是被事实描述为现代生活结构和建筑系统通常是不打算在他们一生的可持续发展的基础上作足够的解释。序列来料加工各方当事人的一部分,负责建设规划,exscution和随后的利用意味着结构这一天都是按照规划和执行顺序展开和兴趣,连续的部分,各方当事人负责建设规划,exscution和随后的利用意味着结构这一天都是按照规划和执行顺序展开和兴趣,例如建筑的投资和建筑的美观:就保持建筑物的价值系统、能源和维修费用方面投资由没有或者很少朝向永续性定位。

施工管理研究的目标和面临的挑战在于为了合并可持续发展规划和建设的过程创造的奖励制度建设和管理流程。

如今,提高建筑行业的效率的潜在方式大多是在过程和施工中被发现,现今的施工流程设计在很大程度上被隔离。有专门技能的各阶段之间联系得如此的,只有经各方当事延长建设生命周期,并负责设计在建筑结构创造出可持续的目的是。

我们把可持续的定义为以下的建筑系统cycle-oriented的设计:

·高质量的建筑,那里的建筑结构反映了这个国家的文化和社会环境,也促进了古老属于的保存价值

·建筑材料、设备和装修材料方面最优、持久和节约使用资源,

·从保护建筑结构的价值,考虑到多维评价准则,如建筑质量、灵活性变更使用、

利润、价值,例如,保护自由现金贴现

·优化整体成本投资方面的成本和利用建筑结构的价值

基于现在的市场价值结构,计算在可持续发展方面的定性价值在充满竞争的市场环境中也意味着打折的自由现金流量分析必须执行。建筑是很重要的,自由现金流贴现以上述品质的建筑结构方面考虑,及换之建筑质量、灵活性变化的使用,和投资、利用、维修和操作的费用以及收入和价值。

房地产市场的最新进展,不仅仅是从专业投资者和投资基金,而且在尊重私人所有者和使用者,使得人们增加必要采取的一种整体论。一方面,这种方法要求提供的工具和方法对这些整体方面,而另一方面新的范围的企业产品、服务、项目的实施和商业模式需要创建,让客户提供这样的一体化服务模型。那些企业的责任对产品和服务范围和建设阶段,及运行阶段的建筑结构都延长规划。

通过创造一个统一的过程的责任,以便于能公开支持用潜能的方式提高可持续发展效率,其中最重要的步骤之一是设计方面的施工程序

·结合策划、执行和运营使成为经验丰富的公司产品和服务的新项目范围

·工业化、计算机辅助生产

·旨在奖励制度设计的集生命周期与施工过程

·优化了建筑结构的维修管理

该方法以可持续性设计项目和企业管理流程的方法,绩效合并了所有的建筑结构和基础设施。在未来维护和修理将起到越来越重要的作用,尤其是建筑系统,重点介绍了老化进程和国家的结构。

社会经济这种方法的重要性在于,提供基础设施,建筑行业对以瑞士为地点的国际投资质量有着决定性的影响。这个瑞士的出口行业的竞争能力和为未来的投资者的吸引力都有实质性影响。

此外,建筑业,建筑及其开发和构建,消耗大量的资源,例如

·砾石

·水泥

·能量(冷热)

·及废物处置能力

这产生了深远的后果,不只是在建筑环境,而且对自然的原材料提供,这就是为什么在我们国家的社会和经济中,建筑工业的可持续发展长期而言是最重要的。

因此在规划者,企业家和建筑开发商中适当的交换过程及管理方法是很需要的, 一方面用户通过由财产开发者提供适当的鼓励系统,另一方面,建筑工业提供产品和服务的新范围。

“生命周期施工管理"热点提出了一种适用于所有的宏观经济。选择可持续性的实现方法可应用于所有宏观经济.这种选择可持续性的实现方法可应用于所有市场经济。除了swiftzerland,这包括欧盟和美国。然而要考虑时空的限制社会制度的有效性。

从地区的战略重点D-BAUG,该截面热点领域分配的资源管理,因为不仅是计划的技术条件和利用资源重要性,而是项目和企业管理程序、业务先决条件对于实现技术支持是至关重要的。

它也是分配给生物学意义cycle-oriented规划、建设和运行的基础设备系统结构,因为过程和管理方法与这些建筑结构。这个还包括管理研究的计量方法的状态,为结构控制技术的操作系统和使用建筑系统。

上诉还是唯心主义无法实现可持续的。这个只能在我们的社会和商业行为要开发过程和项目和企业管理方法来确保人责任的条款的框架内利用阶段整体生命周期过程和提供恰当的激励机制。成功地纳入并承担了决定性的角色

这个问题只能从存在相互依赖的建设规划、执行和利用的互动过程这一视角之间处理,也强调证明了美国经济的影响。

今后,现代社会的需要将越来越多地包括经济方面的建筑结构,除了它的值从纯设计或文化前景。加上这个复杂的评估现实经济建设面临的挑战将是未来的研究努力的结果。这就是为什么技术问题生产,和周围的经营方式,管理方法正从单纯的规划建设、运行,对整体分析下聚集在一起,举凡建设的遗传的期限。

Research in the field of construction process and enterprise management

Christy Pathrose Gome

1.1life cycle and research approach in cpem

the chair under the managemengt of prof.dr.-lng girmscheid centers its research and teaching around the life cycle-oriented and corporate processes,such as the service provision,management and support processes,in the construction industry,with the following particular areas of focus:

business and project delivery models for life cycle services

support process models for risk,knowledge and innovation management

service provision process models to industrialize construction processes probabilistic decision-making models in the areas of

·riskmanagement

·construction production

·maintenance and repairs

the strategic implementation of the research missin statement focuses on the attempts to promote the performance and innovative capabilities of the building industy through scientific,conceptual contributions towards designing the life cycle-oriented processes for integarating planning,execution and utilization.the research aims to produce both innovative,corporate strategic,customer-oriented and producer-oriented concepts,and technical-economic and environmentally relevant optimizations of holistic service provider resp.problem solveing concepts for the benefit of the owners/developers and innovative organizational and cooperation concepts as well as the design of costruction-related innovation,risk and information management systems and operation research methods for the development of decision-making tools related to process evaluation and managing of construction activities.on the other hand we strive to develop efficient,computer-aided,industrialized construction methods incorporating automation methods,with particular focus on the design of the interactive planning and production processes.the field of building maintenance,in particular,forms a major area of focus,given its importance for the future.

The management of the construction process aims to reduce the flutuations in the quality of delivery.further objectives include the integrated optimization of the durability of building structures,the environmental compatibility of the construction methods and the recycling of construction materials.

The research approach consists of designing the life sycle-oriented construction and corporate processes incorporating,on the one hand,the industy-specific characteristics of the building industry and,on the other hand,state of the art business concepts.both construction maket-oriented and resource-oriented approaches contribute towards improving the performance and support processes,which form a symbiotic union to ensure the development of maximum benefit for the building industy customers and the largest possible competitive advantage for the companies.

The research and development projects center around the following strategic areas of focus:

Management of construction companies:

·Using the process-oriented integeation of planning,execution and operation management expertise in new life cycle-oriented ranges of and services to increase customer benefit

·Development of new performance and support processes using both knowledge and innovation management,and industrialized construction processes ·Creation of flexble,agile corporate strtctures to strengthen competitive abilitu through customer-oriented system provider concepts

·Using construction-specific ,marketing,cost and risk management to increase the successs of companies

Management of construction processes:

Development of high-performance construction methods,computer-aided,industrialized production methods and robotization Methods to maintain and rehabilitate building structures:maintenance-friendly construction,rehabilitation during operation,recycling,deconstruction

1.2classlification of the chair for construction process and enterprise managemengt

within construction management science

the overall field of management sciences can be split into

·management methods

·general management sciences

·specific management science

management methods include

·financial mathematics

·accounting

·statistic

·planning methods

·organization methodology

the general management sciences explain corporate phenomena that are common to all companies.general management encompasses general theories and

·competitive strategies

·marketing strategies

·organizational theory

·general knowledge and innovation management

the specific management sciences focus on the individual characteristics of specific sectors of industy,such as

·industrial management

·construction management

·bank management

·insurance management

the general and specific management sciences can be further divided into operational functions,such as

·corporate management

·financing

·investments

·procurement

·service provision

·transport

·sales

since construction management science focuses on isses and problems that are specific to the construction industry,it is part of specific management sciences.

Construction management research and teaching consider themselves as a symbiotic

intersection between general management and construction engineering.

This is why the chair for construction process and enterprise management focus on issues relating to the life cycle process of structural and infrastructure products and arising from the following characteristics that are specific to construction industry: ·Unique character of each structure

·Production resp.construction on the site of utilization

·High degree of individuality, immateriality, integrativity, interactivity

·Project-orientation of the processes and services provision

1..3 strategic orientation-life cycle management in cpem

One of the most challenging problems facing the building industry is characterized by the fact that moder-day structures and building systems are usually not planned to take sufficient accunt of their sustainability across their entire life cycles.the sequential processing on the part of the various parties involved in and responsible for the construction planning,exscution and subsequent utilization means that the structures to this day are mostly planned and executed in line with sequential aspects and interests,such as building investment or aesthetic appearance;there is little or no orientation towards sustainability in respect of presering the value of the building systems,energy and maintenance costs and the architectural quality.

The objectives of and challenges facing moder-day construction management research lie in the creation of incentive systems for the construction and management processes in order to incorporate sustainability into the planning and construction process.

Nowadays,potential means of impoving efficiency in the building industry are mostly to be found in the process and construction methods. today′s c onstruction processes are designed sequentially to a large extent.neither the expertise not the direct responsibility for the various phases are linked to such an extend among the parties involved in the construction that a life cycle design of and responsibility for the building structures in created that aims for sustainability.

We use the term sustainability to define the following life cycle-oriented design of building systems:

·High-quality architecture,where the building structure reflects its cultural and social environment,thus also contributing to the long-tem preservation of value

·Optimal,lasting and economical use of rescourse,in terms of building

materitals,equipment and refurbishment materials

·Preservation of the value of a building structure,taking into account multi-dimensional valuation criteria,such as architectural quality,flexibility for changes of use,profit,value preservation and,e.g,discounted free cash fiow

·Optimized overall costs in terms of investments and utilization costs and value of the building structure

Calculating the qualitative value in terms of sustainability in a competitive environment also means that a discounted free cash flow analysis based on the current market value of a building strecture must be performed.it is important that this discounted free cash flow takes the aforementioned qualities of the building structure into consideration,i.e.architectural quality,flexibility for changes of use,and the investment,utilization,maintenance and operating costs as well as revenues and value. Lastest developments on the property market,not just in terms of professional investors and investment funds,but also in respect of private owners and users,are making it increasingly necessary to adopt a holistic approach..on the one hand,this approach requires the provision of tools and methods for evaluating these holistic aspects,whilst on the other hand new ranges of corporate products,services,project delivery and business models need to be created to acquaint the customers with such all-in-one service models.these corporate responsibilities with regards to the ranges of products and services extend both to the planning and construction phases,and the operating phase of a building structure.

In order to align the potential means of impoving efficiency to sustainability by creating a uniform process responsibility,one of the most importment steps is to redesign construction processes in terms of

·Intrgration of planning,execution and operation expertise into new project ranges of company products and services

·Industrialized,computer-aided production

·Incentive systems aimed at integrating life cycle design into the construction process

·Optimized maintenance management of the building structures

This approach to sustainability with regard to designing the project and corporate management processes is a resource-based approach that incorporates both building

structures and infrastructures.maintenance and repairs will play an ever more important role in the future,especially the monitoring of building systems with focus on the aging process and state of the structures.

The social and economic importance of this approach lies in the fact that,by providing infrastructures,the building industy has a decisive impact on the quality of Switzerland as a location for intemational investment.this has a substantial impact on both the ability of the swiss export industry to compete and the attractiveness for future investor.

Moreover,the building industry,and the building its develops and constructs,consume the largest volumes of resources,such as

·Gravel

·Cement

·Energy(heating/cooling)

·And waste disposal capacities

This has far-reaching consequence,not just for the built-up environment,but also for nature as the provider of raw materials,which is why sustainability in the building industry is of the utmost long-term importance for both the society and economy of our country.

Thereforce,appropriate interactively linked process and management methods are needed to implement the same among planners,entrepreneurs and building developers,and users by means of on the one hand appropriate incentives systems offered by the property by the building industy.

The “life cycle construction management”hot spot presented here applies to all macro-economies.the chosen approach to implement sustainability can be applied to all macro-economies.the chosen approach to implement sustainability can be applied to all market economies.in addition to swiftzerland,this includes both the EU and the USA.the spationtemporal restrictions on the validity of social systems do,however,need to be taken into account.

In terms of areas of strategic focus of the D-BAUG,this cross-section hot spot is allocated to the field of resource management,since not only are the technical prerequisites for planning and using the rescources important,but also the project and corporate management process and business prerequisites are crucial for implementing the technical

expertise.

It is also allocated to the field of life cycle-oriented planning,construction and operation of structures an infrastructure systems,since the process and management methods relate to these building structures.this also includes managing the measurement methods for researching the state of structures,and for technically controlling the operating systems and using the building systems.

Appeals or idealism will not achieve sustainability.it can only be successfully incorporated into and assume a decisive role in our social and business actions if we develop processes and project and corporate management methods to ensure that those people who are responsibility in terms of the utilization phase within the framework of holistic life cycle process and offered appropriate incentive systems.

This problem can only be addressed from the perspective of the interdependence existing between construction planning, execution and utilization in an interactive process that also demonstrates and emphasizes the economic consequences.

In future,the requirements of society will increasingly include the economic aspects of a building structure,in addition to its value from a purely design or cultural perspective.incorporating this complex evaluation into the realities of building economics will be the challenge for future research efforts. which is why the technical issues surrounding production,and the managerial approaches are shifting from pure construction planning and operation towards a holistic approach that is brought together under the genetic term of construction economics.

营运管理外文文献+中文

An Analysis of Working Capital Management Results Across Industries Greg Filbeck. Schweser Study Program Thomas M. Krueger. University of Wisconsin-La Crosse Abstract Firms are able to reduce financing costs and/or increase the funds available for expansion by minimizing the amount of funds tied up in current assets. We provide insights into the performance of surveyed firms across key components of working capital management by using the CFO magazine’s annual Working Capital Management Survey. We discover that significant differences exist between industries in working capital measures across time. In addition. we discover that these measures for working capital change significantly within industries across time. Introduction The importance of efficient working capital management is indisputable. Working capital is the difference between resources in cash or readily convertible into cash (Current Assets) and organizational commitments for which cash will soon be required (Current Liabilities). The objective of working capital management is to maintain the optimum balance of each of the working capital components. Business viability relies on the ability to effectively manage receivables. inventory. and payables. Firms are able to reduce financing costs and/or increase the funds available for expansion by minimizing the amount of funds tied up in current assets. Much managerial effort is expended in bringing non-optimal levels of current assets and liabilities back toward optimal levels. An optimal level would be one in which a balance is achieved between risk and efficiency. A recent example of business attempting to maximize working capital management is the recurrent attention being given to the application of Six Sigma? methodology. Six Sigma? methodologies help companies measure and ensure quality in all areas of the enterprise. When used to identify and rectify discrepancies. inefficiencies and erroneous transactions in the financial supply chain. Six Sigma? reduces Days Sales Outstanding (DSO). accelerates the payment cycle. improves customer satisfaction and reduces the necessary amount and cost of working capital needs. There appear to be many success stories. including Jennifer Towne’s (2002) report of a 15 percent decrease in days that sales are outstanding. resulting in an increased cash flow of approximately $2 million at Thibodaux Regional Medical Center. Furthermore. bad debts declined from $3.4 million to $600.000. However. Waxer’s (2003) study of multiple firms employing Six Sigma? finds that it is really a “get rich slow” technique with a rate of return hovering in the 1.2 – 4.5 percent range. Even in a business using Six Sigma? methodology. an “optimal” level of working capital management needs to be identified. Even in a business using Six Sigma? methodology. an “optimal” level of working capital management needs to be identified. Industry factors may impact firm

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企业成本控制外文翻译文献(文档含英文原文和中文翻译)

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品牌营销战略参考文献和英文文献翻译

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品牌营销外文翻译

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者在不同的产品之间进行那些经济学家认为的人为的分别。公司因为品牌而受到尊敬,因此,名牌能使企业在提高价格的情况下而不会失去重大的销售额。 品牌导致消费者经常根据现实世界和“完美的”信息世界之间的比较而付出不必要的多余地的高价,那里同一个行业内的每个公司都承担出售相同的、没有品牌的“同类”产品。这些是在“完善的竞争模型,”作的假定,及有时供经济学家使用的简化的构建。虽然不完美信息是完全自然的和不可避免的。许多经济学家认为完善的竞争的绝佳状态是衡量政策是否理想的评判标准。那是因为在完善的竞争之下公司没有任何力量抬高交易价格。如果公司提高了他们的产品的价格甚至只比市场价格高一分,它都将什么也卖不出去。因此,在完全竞争情况下,消费者不会支付更高一分的价格购买在其他任何地方以更低的价格能买到的相同的产品。毫不奇怪,假定同类产品是理想的,导致以品牌区分产品而减少消费者福利的不正确涵义。那么,反过来,导致由哈佛经济学家爱德华·H 1956年主张的政策——商标不应该被强制执行。 但是,越来越多的经济行业认识到了假定产品是相同的存在着问题。你无法理解由没有下降的品牌效应为其服务的经济目的假定,我们居住在消费者都知晓的完全信息的世界。实际上,消费者没有充分的掌握信息,并且他们也知道他们并没有掌握完全的信息。因此,他们重视公司的名誉——并且他们愿意支付更多在那些一直供应高质量产品、拥有良好声誉的生产商的产品上。通过这种做法,消费者不会不合理行动。他们简单地设法保护自己没有必须用许多时间去学习获得关于各个公

工商管理外文文献及翻译

The Contractor's Role in Building Cost Reduction After Design Author:Waddle,Todd W. Nationality:UK Derivation:Cost Engineering; Feb2008, Vol. 50 Issue 2, p14-21 It has become evident from recent news articles that inflationary pressures and increased construction activity are causing many building projects to come in well over owner's budgets. This trend has increased dramatically over the past few years, as much of the construction industry has been impacted by an unprecedented increase in the cost of construction. The historical rate of increase in construction cost has been under five percent per year, as reported by the Engineering News Record. Over the last few years, the industry has seen a significant increase from historical escalation rates, up to 10-15 percent per year in many regions of the US. These increases have been caused by a variety of factors, including the following. ? Shortage of steel resulting from rapid growth in China. ? Demand for materials in the US resulting from increased hur ricane damage. ? Rising oil prices leading to higher manufacturing and transportation cost. ? Rising labor cost because of increased construction activity . To be successful in having over budget projects awarded, the building contractor has had to take a proactive role in working with owners and design teams to reduce project cost to amounts that owners are able to award. This cost reduction is normally accomplished through the following methods. ? value engineering; ? scope reduction; Value Engineering Value engineering (VE) has been defined as a systematic method to improve the value of goods and services by using an examination of function. Value, as defined, is the ratio of function to cost. Value can therefore be increased by either improving the function or reducing the cost.

营销策略外文翻译文献

营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)

译文: 营销策略 内容提要:为了组织的销售能是成功的,它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要,竞争者的战略和市场地位,并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响,它包括内部因素例如组织的财产、技能和组织文化,外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词:竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好,除非它们的价值能被传达给潜在的顾客,否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会,营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要,并且试图开发

出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告,直接响应、推销活动和宣传。然而,除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势,否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关:目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先,与组织之内的所有全球性战略一样,一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩:在组织之内的强有力的单位在最佳的销售方针也许不同意,并且协议也许需要谈判达成。销售方针也许受组织文化的也影响,并且那得假定这发生。例如,如果组织总是销售它的装饰物给商业主管,它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素,这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如,如果组织拥有一个重大编程的部门,就为它能做和销售应用软件提供了可行性的条件。然而,如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目,并且组织没能力聘用另外的程序员,起始一条新的软件线是不妥当

外文文献(市场营销策略)

Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:

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