最新外文文献中文版
中英文外文文献翻译中小企业财务风险管理研究
本科毕业设计（论文）中英文对照翻译(此文档为word格式,下载后您可任意修改编辑!)作者：Bernard G期刊：International Journal of Information Business and Management 第5卷，第3期，pp：41-51.原文The research of financial Risk Management in SMESBernard GINTRUDUCTIONSmall and medium sized enterprises (SME) differ from large corporations among other aspects first of all in their size. Theirimportance in the economy however is large . SME sector of India is considered as the backbone of economy contributing to 45% of the industrial output, 40% of India’s exports, employing 60 million people, create 1.3 million jobs every year and produce more than 8000 quality products for the Indian and international markets. With approximately 30 million SMEs in India, 12 million people expected to join the workforce in next 3 years and the sector growing at a rate of 8% per year, Government of India is taking different measures so as to increase their competitiveness in the international market. There are several factors that have contributed towards the growth of Indian SMEs. Few of these include; funding of SMEs by local and foreign investors, the new technology that is used in the market is assisting SMEs add considerable value to their business, various trade directories and trade portals help facilitate trade between buyer and supplier and thus reducing the barrier to trade With this huge potential, backed up by strong government support; Indian SMEs continue to post their growth stories. Despite of this strong growth, there is huge potential amongst Indian SMEs that still remains untapped. Once this untapped potential becomes the source for growth of these units, there would be no stopping to India posting a GDP higher than that of US and China and becoming the world’s economic powerhouse. RESEARCH QUESTIONRisk and economic activity are inseparable. Every business decisionand entrepreneurial act is connected with risk. This applies also to business of small and medium sized enterprises as they are also facing several and often the same risks as bigger companies. In a real business environment with market imperfections they need to manage those risks in order to secure their business continuity and add additional value by avoiding or reducing transaction costs and cost of financial distress or bankruptcy. However, risk management is a challenge for most SME. In contrast to larger companies they often lack the necessary resources, with regard to manpower, databases and specialty of knowledge to perform a standardized and structured risk management. The result is that many smaller companies do not perform sufficient analysis to identify their risk. This aspect is exacerbated due to a lack in literature about methods for risk management in SME, as stated by Henschel: The two challenging aspects with regard to risk management in SME are therefore: 1. SME differ from large corporations in many characteristics 2. The existing research lacks a focus on risk management in SME The following research question will be central to this work: 1.how can SME manage their internal financial risk? 2.Which aspects, based on their characteristics, have to be taken into account for this? 3.Which mean fulfils the requirements and can be applied to SME? LITERA TURE REVIEWIn contrast to larger corporations, in SME one of the owners is oftenpart of the management team. His intuition and experience are important for managing the company. Therefore, in small companies, the (owner-) manager is often responsible for many different tasks and important decisions. Most SME do not have the necessary resources to employ specialists on every position in the company. They focus on their core business and have generalists for the administrative functions. Behr and Guttler find that SME on average have equity ratios lower than 20%. The different characteristics of management, position on procurement and capital markets and the legal framework need to be taken into account when applying management instruments like risk management. Therefore the risk management techniques of larger corporations cannot easily be applied to SME. In practice it can therefore be observed that although SME are not facing less risks and uncertainties than large companies, their risk management differs from the practices in larger companies. The latter have the resources to employ a risk manager and a professional, structured and standardized risk management system. In contrast to that, risk management in SME differs in the degree of implementation and the techniques applied. Jonen & Simgen-Weber With regard to firm size and the use of risk management. Beyer, Hachmeister & Lampenius observe in a study from 2010 that increasing firm size among SME enhances the use of risk management. This observation matches with the opinion of nearly 10% of SME, which are of the opinion, that risk management is onlyreasonable in larger corporations. Beyer, Hachmeister & Lampenius find that most of the surveyed SME identify risks with help of statistics, checklists, creativity and scenario analyses. reveals similar findings and state that most companies rely on key figure systems for identifying and evaluating the urgency of business risks. That small firms face higher costs of hedging than larger corporations. This fact is reducing the benefits from hedging and therefore he advises to evaluate the usage of hedging for each firm individually. The lacking expertise to decide about hedges in SME is also identified by Eckbo, According to his findings, smaller companies often lack the understanding and management capacities needed to use those instruments. METHODOLOGY USE OF FINANCIAL ANAL YSIS IN SME RISK MANAGEMENT How financial analysis can be used in SME risk management? Development of financial risk overview for SME The following sections show the development of the financial risk overview. After presenting the framework, the different ratios will be discussed to finally present a selection of suitable ratios and choose appropriate comparison data. Framework for financial risk overviewThe idea is to use a set of ratios in an overview as the basis for the financial risk management.This provides even more information than the analysis of historicaldata and allows reacting fast on critical developments and managing the identified risks. However not only the internal data can be used for the risk management. In addition to that also the information available in the papers can be used. Some of them state average values for the defaulted or bankrupt companies one year prior bankruptcy -and few papers also for a longer time horizon. Those values can be used as a comparison value to evaluate the risk situation of the company. For this an appropriate set of ratios has to be chosen. The ratios, which will be included in the overview and analysis sheet, should fulfill two main requirements. First of all they should match the main financial risks of the company in order to deliver significant information and not miss an important risk factor. Secondly the ratios need to be relevant in two different ways. On the one hand they should be applicable independently of other ratios. This means that they also deliver useful information when not used in a regression, as it is applied in many of the papers. On the other hand to be appropriate to use them, the ratios need to show a different development for healthy companies than for those under financial distress. The difference between the values of the two groups should be large enough to see into which the observed company belongs. Evaluation of ratios for financial risk overview When choosing ratios from the different categories, it needs to be evaluated which ones are the most appropriate ones. For this some comparison values are needed inorder to see whether the ratios show different values and developments for the two groups of companies. The most convenient source for the comparison values are the research papers as their values are based on large samples of annual reports and by providing average values outweigh outliers in the data. Altman shows a table with the values for 8 different ratios for the five years prior bankruptcy of which he uses 5, while Porporato & Sandin use 13 ratios in their model and Ohlson bases his evaluation on 9 figures and ratios [10]. Khong, Ong & Y ap and Cerovac & Ivicic also show the difference in ratios between the two groups, however only directly before bankruptcy and not as a development over time [9]. Therefore this information is not as valuable as the others ([4][15]).In summary, the main internal financial risks in a SME should be covered by financial structure, liquidity and profitability ratios, which are the main categories of ratios applied in the research papers.Financial structureA ratio used in many of the papers is the total debt to total assets ratio, analyzing the financial structure of the company. Next to the papers of Altman, Ohlson and Porporato & Sandin also Khong, Ong & Y ap and Cerovac & Ivicic show comparison values for this ratio. Those demonstrate a huge difference in size between the bankrupt andnon-bankrupt groups.Therefore the information of total debt/total assets is more reliable and should rather be used for the overview. The other ratios analyzing the financial structure are only used in one of the papers and except for one the reference data only covers the last year before bankruptcy. Therefore a time trend cannot be detected and their relevance cannot be approved.译文中小企业财务风险管理研究博纳德引言除了其他方面，中小型企业(SME)与大型企业的不同之处首先在于他们的规模不同，但是，他们在国民经济中同样具有重要的作用。
美国农业合作社与农业产业化外文文献翻译中英文
美国农业合作社与农业产业化外文文献翻译中英文最新（节选重点翻译）英文Managing uncertainty and expectations: The strategic response of U.S.agricultural cooperatives to agricultural industrializationJulie HogelandAbstractThe 20th century industrialization of agriculture confronted U.S. agricultural cooperatives with responding to an event they neither initiated nor drove. Agrarian-influenced cooperatives used two metaphors, “serfdom” and “cooperatives are like a family” to manage uncertainty and influence producer expectations by predicting industrialization's eventual outcome and cooperatives’ producer driven compensation.The serfdom metaphor alluded to industrialization's potential to either bypass family farmers, the cornerstone of the economy according to agrarian ideology, or to transform them into the equivalent of piece-wage labor as contract growers. The “family” metaphor reflects how cooperatives personalized the connection between cooperative and farmer-member to position themselves as the exact opposite of serfdom. Hypotheses advanced by Roessl (2005) and Goel (2013) suggest that intrinsic characteristics of family businesses such as a resistance to change and operating according to a myth of unlimited choice andindependence reinforced the risk of institutional lock-in posed by agrarian ideology.To determine whether lock-in occurred, Woerdman's (2004) neo-institutional model of lock-in was examined in the context of late 20th century cooperative grain and livestock marketing. Increasingly ineffective open markets prompted three regional cooperatives to develop their own models of industrialized pork production. Direct experience with producer contracting allowed cooperatives to evade institutional and ideological lock-in.Keywords：Cooperatives，Agricultural industrialization，Agrarianism，Expectations，Family business，Family farming，Metaphors，Lock-inIntroductionRecent fluctuation in global financial markets led a panel of cooperative leaders to identify uncertainty as the primary managerial difficulty anticipated by cooperatives in the future (Boland, Hogeland, & McKee, 2011). Likewise, the 20th century industrialization of agriculture confronted cooperatives with the challenge of responding to an event they neither initiated nor drove. When the environment is highly uncertain and unpredictable, Oliver predicts that organizations will increase their efforts to establish the illusion or reality of control and stability over future organizational outcomes (Oliver, 1991: 170). This study argues thatcooperatives used two metaphors, “serfdom” and “cooperatives are like a family” to manage uncertainty by predicting industrialization's eventual outcome and cooperatives’ producer-driven compensation.These metaphors are agrarian. Recent research highlights the impact of agrarian ideology on cooperatives. Foreman and Whetten (2002: 623)observe, “co-ops have historically sought to reinforce the traditions and values of agrarianism through education and social interventions. Indeed, for many members these normative goals of a co-op have been preeminent.” These authors studied the tension within rural cooperatives produced by a normative system encompassing family and ideology and a utilitarian system defined by economic rationality, profit maximization and self-interest. They argue that this split in values implies that cooperatives are essentially two different organizations trying to be one. To capture the tension between these multiple identities, they focused on a potential family/business divide in cooperatives, basing this on a duality often noted in cooperative community and trade publications.The authors found that respondents wanted their local co-op to be more business oriented and at the same time, expected co-ops ideally (e.g., as an ideal organizational form) to be more family focused. These conflicting expectations suggested that multiple-identity organizations need to be assessed in terms of the individual components of their identity and the tension (or interaction) between them. Foreman and Whettenregard dual or multiple identity organizations as hybrids. There are consequences to hybridity: many members of a hybrid organization will identify with both aspects of its dual identity, “and thus find themselves embracing competing goals and concerns associated with distinctly different identity elements” (Foreman and Whetten, 2002). They conclude that competing goals and concerns foster competing expectations with consequences for organizational commitment (and I would add, performance).The split focus observed by Foreman and Whetten can be regarded as a contemporary expression of a value conflict beginning early in the 20th century over how production agriculture should be organized. Decentralized, autonomous, and typically small, family farmers used their skill at deciding the “what, when, where, how and why” of production and marketing to reduce the risk of being a price taker at open, competitive markets. Farmers also diversified the farm enterprise to spread price risk over several commodities. Corporate-led industrialized agriculture (integrators) by-passed both markets and independent farmers. Integrators coordinated supply and demand internally based on top-down administrative control over production and marketing decisions. They engaged in production contracting with growers who were held to competitive performance standards and paid according to their productivity. In contrast, family farmers were accountable only tothemselves.Study overviewFoss (2007) observes that the beliefs organizations hold about each other or the competitive environment are a key aspect of strategic management which have been understudied. Beliefs, which include norms and expectations, are important because they can be wrong. Cooperatives are often considered to have an ideological component but how such ideology develops and persists also has been understudied. This study addresses that gap by examining how agrarian language and assumptions shaped cooperatives’ reaction to 20th century agricultural industrialization. During this era, industrial methods transformed the production and marketing of processing vegetables, poultry, beef, and pork and were initiated for dairy and grains. An historical and institutional perspective is used to examine how two contrasting metaphors brought cooperatives to the brink of institutional lock-in. The study spans the entire 20th century from beginning to close.The study opens with a brief discussion of metaphors and norms then presents a theoretical model of lock-in. Discussion of the overarching role of agrarianism follows. Discussion then addresses why the cooperative alternative to corporate-led industrialization –the 1922 model developed by Aaron Sapiro –was not palatable to agrarian-influenced cooperatives (this section also definesagrarian-influenced cooperatives).Discussion then turns to considering how the disturbing implications of serfdom paved the way for the agrarian-influenced norm, “cooperatives as a competitive yardstick” and the cooperative metaphorical n orm, “cooperatives are like a family.” Producer expectations triggered by “serfdom” and “cooperatives are like a family” are addressed. Parallels are briefly drawn between neighborhood exchange in late 19th century rural California and behavior implied in “cooperatives are like a family.” Parallels are then drawn between family business traits and cooperative and producer experience in livestock and identity-preserved grain markets. This provides a foundation for examining in greater detail how well cooperative experience in pork and grains corresponded to Woerdman's four part model of lock-in (2004). Study conclusions and suggestions for future research follow.Importance of ideology, metaphor and normsEconomists have begun studying how cognition and discourse affect cooperative outcomes (Fulton, 1999). This study continues that line of inquiry by considering how a dominant ideology like agrarianism produced words and associations that, for most of the 20th century, arguably had a deterministic effect on farmer and cooperative perceptions of the future. Even today, few guidelines or predictions exist that suggest how organizations can manage ideological conflict (Greenwood, Raynard,Kodeih, Micelotta, & Lounsbury, 2011). Moreover, the difficulties of escaping a hegemonic ideology have seldom been recognized (Spencer, 1994).Metaphors are a pithy word or expression meant to evoke a comparison. They are used to understand one thing in terms of another (Lakoff & Johnson, 1980: 5). Understanding what metaphors represent and how they emerge and persist can offer a window into the salient factors influencing farmer and cooperative decision-making. Moreover, as in this text, metaphors “allow for the sorts of story in which overwhelming evidence in favor of one interpretation of the world can be repeatedly ignored, even though this puts the assets of the firm and the position of the decision-makers at extraordinary risk” (Schoenberger, 1997: 136).Much of what Pfeffer and Salancik (2003) say about norms also applies to how metaphors are used in this study. For example, these authors observe that an important function of norms is to provide predictability in social relationships so that each party can rely on the assurances provided by the other. Consequently, norms stress the meeting of expectations in an exchange relationship. Certainly, the metaphor, cooperatives are like a family, can be understood in the same manner. Defining norms as commonly or widely shared sets of behavioral expectations, Pfeffer et al. also indicate that norms develop underconditions of social uncertainty to increase the predictability of relationships for the mutual advantage of those involved. Once they cease to serve those interests norms break down.California's early industrializationIt seems reasonable to assume that agrarianism's belief in the pivotal importance of agriculture was shared to some degree by all U.S. cooperatives. However, unique features of California's agriculture, particularly in the Central Valley, predisposed it to industrialize some decades earlier than the Midwest, Great Plains, and Northeast (McClelland, 1997). The latter continued to rely on patriarchal family farm labor and so, for this paper, are assumed to represent the core domain of agrarian-influenced cooperatives. These areas lacked access to the supply of excess ethnic or minority labor which McClelland indicates prepared California for industrialization by 1910. Added to this advantage was California's legacy of estate or hacienda production which boosted cultural familiarity and acceptance of large scale production (Hogeland, 2010).In 1922, California attorney and cooperative organizer Aaron Sapiro combined elements of California experience into a model of cooperative organization and marketing popularly kno wn as “orderly marketing.” Sapiro began by extolling industrialization: “The factory system is recognized as the key to all forms of productive industries to-day all overthe world-except in agriculture… The farmer is the only part of modern industry… in which you have individual production” (Sapiro, 1993: 81).In general, Sapiro offered a cooperative alternative to producers’ tendency to dump excess supply from bumper harvests on the market. Instead, cooperatives should provide a home for the growers’ prod uct and use accumulated inventory to develop new products to stimulate consumer demand. Investing in processing or preservation technologies –canning, refrigeration and drying –would allow cooperatives to release excess production to the market in a prog ressive “orderly” manner.For example, by 1925 Sunkist growers had increased fruit utilization by transforming oranges from a single hand-held breakfast fruit to a glass of juice made from multiple oranges. The Sunkist extractor was specifically designed to use off-size fruit and wind-damaged fruit that would not sell as fancy Sunkist table fruit because all produced the same quality juice (Nourse, 1925). In 1922, Sun Maid scored a consumer success by packaging raisins in convenient snack-sized boxes called “Little Sun Maids” (Gary Marshburn, telephone conversation, July 24, 2008; Cotterill, 1984).The far-sighted orderly marketing norm anticipated the values of industrialized agriculture, urging cooperatives to guarantee supply through marketing contracts with some 85–95 percent of producer-members (Sapiro's recommended target). This commitmentcould propel the cooperative into being sole supplier of a particular specialty crop. (Such specialization was facilitated by California's geographically compact micro-climates).Sapiro's model provided a template for important 20th century specialty crop cooperatives outside of California, notably, Ocean Spray Cooperative (cranberries) and Welch's (Concord grapes). However, Sapiro's model represented a highly specialized, marketing-intensive cooperative that was conceptually and financially out of reach of the small family farmers in the Midwest, Great Plains, and the Northeast who produced fungible commodities like milk, meat and grains.6Cooperative philosopher and economist Edwin Nourse commented on cooperatives performing agricultural rationing such as orderly marketing:To be sure, a few cooperatives which stand in a class by themselves have already attained a degree of success comparable with the best achievements in industrial lines. But these are in comparatively small branches of specialized agriculture where economic organization was already on a high level. Before anything like the same result could be achieved in the great staple lines of production, where the demand for [price] stabilization is most acute, there would have to be a fair degree of concentration of executive responsibility in their operating organization (Nourse, 1930: 132).Serfdom's implicationsDuring the 1920s and 1930s –considered a “golden age” of agriculture – collective action surged. Rudimentary markets and chaotic distribution channels for basic commodities like milk, grain, and fruit provided new opportunities for cooperative marketing. Moreover, new antitrust legislation curbed many of the horizontally-integrated “trusts” dominating 19th century meat packing, oil, railroads and grain markets.Nevertheless, as early as 1922, Nourse saw emerging within agriculture market power so centralized and hierarchical it seemed feudal (Nourse, 1922: 589). Subsequently, the metaphor of “serfdom” was used throughout the 20th century by agrarian-influenced cooperatives to suggest how industrialization's contract production could reduce entrepreneurial and independent farmers to the equivalent of hired hands – so-called “piece wage labor.”In 1900, most counties could point to someone who started as a tenant or laborer and through hard work, luck, sharp dealing or intelligent cultivation, retired as a landlord owing several farms (Danbom, 1979: 7). In 1917, Ely introduced the concept of the ‘agricultural ladder’ as a model of occupational progression to farm ownership. The ladder showed how the agrarian virtue of hard work could allow a landless, unpaid family laborer to progress from being a hired hand and tenant farmer to an independent owner-operator (Kloppenburg & Geisler, 1985). Yet, the serfdom metaphor suggested just how tenuous such occupationalprogression could be.Late 19th century farmers formed cooperatives in response to market exploitation or failure. Although such exploitation affected farmer costs and returns, as a rule it did not impinge on farmers’ understanding of themselves as entrepreneurial and independent. Agrarian ideology lauded family farmers for taking on the risks of farming with a frontier attitude of self-reliance. Such farmers answered to no one except themselves. The small farmer was “first of all a self-directing individualist who could be counted on to resist with vigor the encroachments of outside authority” (Robinson, 1953: 69).Industrialized agriculture brought a new institutional logic to agriculture by putting efficiency and profitability first and using vertical integration to bypass farmers’ decision-making power over agriculture. Industrialization was market driven, seeking growth in identifying and satisfying consumer preferences. Research has indicated that the norms and prescriptions dictated by family logics are often at odds with the prescriptions dictated by markets (Greenwood et al., 2011).Power, reflected in ownership and governance arrangements, determines which logics will more easily flow into organizations and be well received (Greenwood et al., 2011). Family logics formally embedded into an organization's ownership structure are a very effective conduit for increasing familial influences within the organization. Not surprisingly,farmer-owned cooperatives believed they had a mandate to protect and foster family farming (Hogeland, 2006).中文管理不确定性和期望：美国农业合作社与农业产业化朱莉·霍格兰摘要20世纪的农业产业化使美国农业合作社面对很大的不确定性。
智能物流系统中英文对照外文翻译文献
智能物流系统中英文对照外文翻译文献智能物流系统在现代物流行业中发挥着重要的作用。
本文翻译了一篇关于智能物流系统的外文文献，提供了中文和英文对照的版本。
Title: A Translation of Foreign Literature on Intelligent Logistics SystemsAbstract:Introduction:Main Body:1. Definition of Intelligent Logistics Systems- 中文：智能物流系统是指应用人工智能和物联网技术，对物流过程进行智能化管理和优化的系统。
- English: Intelligent logistics systems refer to systems that apply artificial intelligence and Internet of Things technologies to intelligently manage and optimize logistics processes.2. Key Features of Intelligent Logistics Systems- 中文：智能物流系统的主要特点包括即时监控、自动化处理和智能决策等。
- English: The key features of intelligent logistics systems include real-time monitoring, automated processing, and intelligent decision-making.3. Benefits of Intelligent Logistics Systems- 中文：智能物流系统的应用带来了许多好处，包括提高运输效率、降低成本和减少错误率等。
- English: The application of intelligent logistics systems brings numerous benefits, including improved transportation efficiency, cost reduction, and error rate reduction.Conclusion:This translation provides an insight into the concept, functions, and benefits of intelligent logistics systems. Understanding these aspects is essential in harnessing the potential of such systems in the logistics industry.Reference:[Insert reference to the original foreign literature here]以上为智能物流系统中英文对照外文翻译文献的简要内容翻译。
外文文献及译文格式模版
附件3：（本科毕业论文）文献、资料题目：院专班姓名：张三学号：2001888888指导教师：张九光翻译日期：2005.6.30山东建筑大学毕业设计（或毕业论文，二选一）外文文献及译文，the National Institute of Standards and Technology (NIST) has been working to develop a new encryption standard to keep government information secure ．The organization is in the final stages of an open process of selecting one or more algorithms ，or data-scrambling formulas ，for the new Advanced Encryption Standard (AES) and plans to make adecision by late summer or early fall ．The standard is slated to go into effect next year ． AES is intended to be a stronger ，more efficient successor to Triple Data Encryption Standard (3DES)，which replaced the aging DES ，which was cracked in less than three days in July 1998．“Until we have the AES ，3DES will still offer protection for years to come ．So there is no need to immediately switch over ，”says Edward Roback ， acting chief of the computer security division at NIST and chairman of the AES selection committee ．“What AES will offer is a more efficient algorithm ．It will be a federal standard ，but it will be widely implemented in the IT community ．”According to Roback ，efficiency of the proposed algorithms is measured by how fast they can encrypt and decrypt information ，how fast they can present an encryption key and how much information they can encrypt ．The AES review committee is also looking at how much space the algorithm takes up on a chip and how much memory it requires ．Roback says the selection of a more efficient AES will also result in cost savings and better use of resources ．“DES was designed for hardware implementations ，and we are now living in a world of much more efficient software ，and we have learned an awful lot about the design of algorithms ，”says Roback ．“When you start multiplying this with the billions of implementations done daily ，the saving on overhead on the networks will be enormous ．”……山东建筑大学毕业设计（或毕业论文，二选一）外文文献及译文- 2 -准，以确保政府的信息安全。
家具设计中英文对照外文翻译文献
家具设计中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：Researches and Development of InteractiveEducational Toys for ChildrenAbstract: For Oriented by the teaching philosophy "game based learning", this paper carried out an in-depth research on the interactive mode of children's educational toys. In the research process, it attempted to build a new immersed educational-game scenario for children by using the new interactive technology so as to inspire the children's interest in learning and exploration. The research object in this paper was an interactive educational toy-"funny tap" English learning machine for children. After integrating the design concept of this product from an industrial designperspective, we selected specific interactive technology and completed the engineering. Moreover, we have conducted tests of work principles and effect of usage based on the sample machine. The final result indicated that there is a promising and huge market potential to apply the new interactive technology to development of educational toys.Keywords: Interactive Educational Toys, Interactive Design, interactive mode1.INTRODUCTIONSince 1980s, human beings including the children have entered a digital age. Under the influence of the advanced information, early stage education machines, electronic building blocks, electronic wall charts, and other new toys have become children's new favorites. With the influence of the west teaching philosophy-"game based learning", parents are strongly agreed with such toys for children. These modern educational toys will become the mainstream of toy development due to their promotion of children's learning, practical ability, creativity and imagination.Interaction exists in all things contacted by humans, and interactive design emerged to design a kind of communication and dialogue between human and objects to minimize the "cognitive conflict". As a new design theory, interactive design has a wide range of applications in designing educational toys.2. THE PLAN AND BENEFITS OF THE INTERACTIVE MODE OFCHILDREN 'S TOYSThe rise of various digital technologies, such as voice recognition, 3D video, and virtual reality technology etc., gives new experience to people's perception. The author aimed to apply these new digital technologies to the researches of interactive educational toys design.The plan of the interactive mode of children's educational toys:2.1. Voice InteractionVoice interaction voice includes touch voice interaction, voice command interaction and intelligent voice interaction. Touch voice interaction and voice command interaction have been very common, such as electronic wall charts, televox;intelligent voice interaction is the author's aim to create a genuine dialogue between children and simulation toys through digital technology, to foster children's language ability, particularly in a family with only one child, the children need a "partner" to accompany them to learn and play with.2.2. Video InteractionVideo interaction can be divided into 2D image interaction and 3D video interaction. The former has been broadly used in toys, such as in multimedia courseware, image or video of horse will appear when referring to "horse"; 3D video interaction is the author's aim to apply 3D projection technology in the "play" process, for instance, when referring to a green grassland, a grassland projection will appear so that children feel like being on the grassland, which enhances children's learning experience; meanwhile, this enhanced emotional experience will prolong the memory retention time or even extend to a ultra- long-term memory.2.3. Narrative InteractionNarrative interaction is to conceive a story for the toy and offer a task role for children to make them participate in the story. The steps are shown in Figure 1:Fig. 1. The steps of narrative interactionBased on children's curiosity and imitation psychology as well as the investigation of the games, the author found the correct application of story interaction in educational toys can greatly mobilize children's learning enthusiasm, for example, we conceive an English learning process as treasure hunt activity. In this activity, the words are hidden in the treasure box, and children themselves are explorers, if they put one or a few words together, they will get a treasure box, and they can also make a competition with peers to get the treasure boxes. Through establishment of game theme, selection of roles, and plot development in the activities, children not only increase their knowledge of English, also learn how to get along with peers and develop good self-awareness.2.4. Web Virtual Reality InteractionWeb virtual reality interaction is virtual imaging through network connections, making you feel like your partners sitting, playing and learning with you, to deliberatethe loneliness in the contemporary families, and promote children's learning initiative in the competitive context.Psychological research shows that with respect to the learners, the learning behavior resulting in emotional pleasure experience will produce a positive emotional resonance, thereby enhancing the learners' learning initiative and enthusiasm. The realistic educational-game scenario created by interactive educational toys for children not only brings emotional pleasure experience to children so that learning is no longer boring for them with a purpose of mobilizing the enthusiasm of study and developing creative thinking, but also enhances children's social communication ability to help children establish good social character favorable for their life.3. DEVELOPMENT OF INTERACTIVE EDUCATIONAL TOY—"FUNNYTAP"Parents are head-ached on children's learning English, so we focus on developing an interactive English learning toy to help the children remembering words in game scenario and stimulate their interests in learning English, and training children's hand operation and brain coordination.The development practice procedure of interactive toy for children-"funny tap" is shown in Figure 2 as following:Fig. 2. The development practice procedure of "funny tap"3.1. The development process of interactive concept of interactive educational toy-"funny tap"It is the development process of "funny tap" interactive concept. After investigating the object group of children and parents about their needs of English learning machine, we summarized six key indicators such as security, fun and incentive. Here we mainly describe three models of interactions shaded in Figure 3.To meet the requirement of fun, the author designed a narrative interactive process, as is shown in Figure 3:Fig. 3. The narrative interactive process of "funny tap"The word learning process is conceived as a game of whack-a-mole, imagining there are N mole holes, and there are M letters in a word (i.e. M moles with a letter). If you tap down M jumping moles in accordance with the order, you will get the cheers, if the tap is not correct, it will continue to call "come on"; meanwhile, the action of "tap" is not only funny, but also effective to train children's hands and brain coordination.Voice interaction was prepared by the microcontroller program to control the voice modules. There are two features regarding the "funny pat": one is word pronunciation; the other is the design of the applause and cheering voices for reward and punishment, which help to reach the goal of incentive.In the first stage, video interaction was prepared by displaying the letters on buttons through LED dot matrix character display modules mainly controlled by microcontroller; in the second stage, we provided toy with 3D projector for projecting the whole process in the air to construct a 3D emotional scenario, and the action of "tap" is to tap the projections in the air.3.2. Principle diagram of interactive educational toy for children-"funny tap" The operation principle of "funny tap" is shown in Figure 4:Fig. 4. The operation principle of "funny tap"The system consists of six components, such as voice module, LED indicator, action back module, MCU, power module and LED dot matrix character display module. Among these, the three formers are connected with MCU through 8-bit data bus; LED dot matrix character display module is connected with the microcontroller through the 12C bus. Voice module stores English word pronunciation documents needed in the game, and MCU pronounces the word by controlling the voice module via the bus. LED dot matrix character display module consists of driver chips and the 8*8 LED matrix. MCU bus control LED dot matrix character display module via I2C to show the corresponding English letters. Action back module tests and captures the player's actions during the game for the MCU to judge whether the player conducts normal actions to control the game process.3.3. Appearance design process of interactive educational toy-"funny tap"The following Figure 5 is a design process from sketch, modelling, model-making to the final product and the drawing of the product structure explosion.Fig. 5. Appearance design process of "funny tap"3.4. Interaction testSample of N (N is an odd number) preschool children was randomly selected to test the product's availability, usability and user's willingness of using it. Mainly onsite testing observation and questionnaire survey, and then we improve the product according to the test results.Testing times are equal to or more than I so as to find the products with highest interaction. In the product final trial, most of parents fed back that this toy combined fun and knowledge well and the whole learning process was very smooth and the children were very happy when "learning".4. SUMMARY AND PROSPECTChina is a large country of toy manufacturing, but it still remains in the stage of imitating foreign design, especially in educational toy design. The research and practice of interactive educational toys in this study is expected to give some thought and inspiration to toy designers so as to further promote the development of Chinese toy industry.REFERENCES[I] Liu Zaihua, Children's Social Intelligence, Anhui People's Publishing House, 2008.[2] KARL T. ULRICH, STEVEN D. EPPINGER, Product Design and Developmen,Higher Education Press, 2005.[3] (U.S.) Robert J. stembeg, Translated by Yang Bingjun, Chen Yan, Chow Zhiling,Cognitive Psychology, Beijing: China Light Industry Press, 2006.[4] Zhang Zhcnzhong, Li Yanjun, Classification Research of Educational Toys,Textiles and Design, December 2008 Vol. 12.[5] Li Qiaodan, Xia Hongwen, On the Function of Digitized Bran-training Toys inElementary Education, China Education Informationalization Issuing Department.[6] Song Jun, Researches on Design Principles of Children's Educational Toys,[Online]. Available: [7] Liu Mingliang, " The Principle Production and Purchasing of Electronic Toys", New Era Press, 1992.Toy development and design based on the needs of olderpersonsAbstract:In china, aging and the life-quality of older persons has become today’s important issues of social concern, and how to solve this problem thus turns to be an important challenge in the design and development of supplies for the old. Now, the ensuing ways to solve varied. For instance, the design community has put emphasis on the design and development of the supplies for the old, but a large part of these de signs were for medical care and medical products of the senior person. The designsfor the vast majority of the healthy people in their senior age are rarely involved. In this, I think, for the function of toys, the emphasis on the development of physical and mental health of older persons is the key, so to rethink the development of toys for the old persons in china is one of the ways.Keywords: Toys for the old, Needs design, humane careMentions of the toys, we always unconsciously think of the innocent children, as if toys are just child’s belongings. With the improvement of living standards, emphasis on the toys is constantly improved. To meet the needs of children, various designs are brought out, and then from luxury goods, toys have gradually become the child’s necessities. However, the authorities of the china toy association state that the toy is no longer the children’s only product: toy concept has been extended and functional and practical range of modern toy has been further expanded. Toys not only inspire children, but also become the recreation products for the seniors. The old also need toys that could meet their spiritual needs and enrich their life in later years.1．Status of the development and design of toys for the seniorsIn china, toy for the old is still an industry to be developed. Senior people, as customers, they have needs and also purchasing power, but no targeted toys for them. There are as much as 130 million seniors in china who would be a huge consumer group, but the research and development of toys for old consumers has lagged behind developed country for more than 30 years.In America, the toys designed for the senior amount to 40% of the toy market. The toy market for old persons is more mature. They have many toy stores for the seniors throughout the urban and rural areas. Also our neighbor Japan does well in the development of toys for the old persons, and most toy companies have produced toys for seniors, and continued to introduce new products.2．The meaning of the development of toys for the seniorsRetiring from work, the senior people get more time than before. Besides watching TV at home, they have no many alternative entertainments. Some old people have been for a long period in loneliness. Over time, they are prone todepression, anxiety disorder and Alzheimer’s, seriously affecting their physical and mental health and become burden to children and society.Li guangqing in department of rehabilitation of Beijing Xuanwu Hospital once said: “with age increasing, the function of the body of the seniors gradually degraded, and their reaction will be clumsier. At the same time, retirement from work, the opportunity for the old to use their brain reduces, which further brings the decline of attention and cognitive ability. Except to maintain good habits and moderate exercise, to slow down brain aging, putting hands and brain in work at the same time is the most effective way, which is exactly the function of toys. for people with Alzheimer’s, playing with toys, to some extent, would alleviate the condition.Therefore, toys can develop people’s thinking ability, and improve our intelligence. If the seniors play with toys constantly, the aging of the brain and the Alzheimer’s would be effectively prevented. Medical experts found that to maintain old people’s intelligence, we must first fully protect the brain. In addition to proper nutrition and adequate sleep, the seniors should make most of the brain. Just as Chinese saying tells that”water does not rot, and the door hinge is never worm-eaten “, the more one use his brain, the more sensitive it becomes. Playing with toys is exactly a good way to use the brain. With toys, the old people not only receive more information, at the same time become more optimistic than before, thereby enhancing their immune system function.3．The needs-analysis of toys for the oldWhat is a needs analysis? This approach is to focus on the users’ needs. Users’needs are sources of many new products.What is the demand-design? it is the most front-end process for new product in its life cycle, and decides the success or failure of the new products. Needs-design starts from the businesses and designers’judgment of the market or the needs of users, and ends at planning proposals or technical specifications on description of the product development. Understand the market or user demand is a high-level investment for the success of the product.The development and design of toys for old persons should start from the needs ofthe seniors. Only a real understanding of the old consumers and their psychological and physiological needs can bring toys that give practical cares for the seniors physically and spiritually.Toys for the old should bring human care. Toy design process should be integrated into this concept. The aim of the toy design for the old is enhanced, with seniors-centered design principles, and with the help of analysis on the seniors’physiological psychological characteristics, cultural level and lifestyle. The toy design principle that shows humane care for the seniors is reflected at the same time.(1)Safety firstTo varying degrees, the judgment, cognitive ability and ability to respond of the old people weaken, thus in the process of using the product, they inevitably make mistakes. In case a threat to physical and mental health occurs, they usually are unable to escape the danger. Therefore, toys for the seniors should be fault-tolerant. So that, the old people even make a mistake, there will be no danger. Here the reduction of operation process and the set of message for safe operation is an effective way to ensure the safety of the seniors with toys.(2)Moderate difficultThe design of toys for the old should be of moderate difficulty, and the purpose is to arouse their interest in playing. If too simple, it would not enhance the interest of the seniors and thus would not achieve the aim of exercising the brain; if too difficult, it would be strenuous for them to learn, and consequently cause a sense of failure which is not conducive to their mental health.(3)Easy to identifyThe toy should have a familiar form and an understandable functional theory for the old. It should also be equipped with an interface in keeping with the experience and habits of the seniors. Besides, the toys that need interface design, should take into account the graphic symbols, size, color, clarity of sound, light intensity.(4)Facilitate communicationPeople’s feelings need to vent and exchange, especially for the seniors. For them, emotional communication is indispensable to maintain their vitality, andimprove the quality of life. Playing with toys, there are many ways for the old to choose, such as: taking turns to participate, working together and racing in the game. The development of multiple-persons playing toys is to create a harmonious environment in which they can talk when play. So the core of toy-development is to involve the participants as much as possible. For the participating ways, common collaborative participatory approach is the best, which is more conducive to conversation, and get to know some new friends. In this way the seniors can expand their social circle with emotional exchange.(5)The effect for keeping fitness and developing intelligenceIncreasing with age, people’s organ recession becomes an objective physiological phenomenon. In order to maintain good physical function and mental state, and improve the quality of life, fitness puzzle is a very important content in the lives of older persons. Body-building that can achieve with playing toys is the most basic needs of older persons. Old people by playing intellectual toys can effectively prevent Alzheimer’s disease, so to maintain the flexibility of the seniors’mind is the main direction of the toy development.(6)Cultural connotationsLife experiences bring the old people with more comprehensive concept of life, thus toys with a certain ideological and cultural depth usually put them in recollecting and thinking of issues. Toys for the seniors are different from those for children: a child plays a toy intuitively, while the old emphasize the toy’s inherent fun, and show great interest in the toys with cultural connotations. Of course, this culture must be familiar with the elderly, has gone deep into the ideological deep.Summing up, toys for the seniors have a promising market, for each one of us would inevitably become old. The design industry should make more efforts to improve the living standard of the seniors. One way is to develop toys for the old and help them improve their life quality with theses design. We all know, care for the old is to care for all mankind, and designing from the needs of the old has become an urgent task of today’s society.References：[1]Yang Guanghui. China’s Population Aging and the Industrial Structure [m].Liaoning Science and Technology Press, 2008.7.[2] Wang Lianhai. Chinese Toys, Art History [m], Hunan Fine Arts Publishing House, 2006.8.[3] Wang court. Toys And Innovative Design [m], Chemical Industry Press, 2005.12.儿童家具的人性化设计摘要：本文以儿童家具设计问题为出发点,提出人性化的概念在新的时代环境下的新解释,并指出新的人性化设计原则在儿童家具的设计方法中的实现,分析儿童家具的现状,并提出一些建议。
施工组织设计外文文献翻译中英文.docx
外文文献翻译(含：英文原文及中文译文)文献出处：Nuclear Instruments & Methods in Physics Research, 2015, 3(2):281-294.英文原文Importance of construction organization designG BaeckerAbstractDuring the construction process of a construction project, the advantages and disadvantages of the construction organization scheme not only directly affect the quality of the project, but also have an important impact on the duration and the safety of the personnel during the construction process. The construction organization is an important technical and economic document for the project construction and guidance of project construction. Can adjust the contradiction of personnel, machinery, raw materials, environment, process, equq)ment9 civil construction, installation, management, production, etc. in construction. It is necessary to supervise and control the construction organization design so as to ensure the project quality with high quality, low cost, and lessEnergy consumption is conpleted.Key words: Project Management, Construction Organization, Program ImportanceConstruction organization design is the conception and specific arrangement of the entire construction process of the engineering construction project. It is the core and soul of the construction organization management work. Its purpose is to make the project faster, better quality, and more efficient. Make the whole project get relatively optimal results in the construction.1.The reason for the importance of the design of construction organizationThe construction project and its construction have three characteristics: fixed and fluidity, diversity and individuality, large body and long construction period. Therefore, the construction of each construction project must be carried out. This is because: The production of other general industrial products has its own fixed, long-term factory. The construction of the building is fluid, and it is impossible to establish such a factory. It is only when each construction project is constructed that a corresponding, temporary construction site preparation like thenature of the plant is employed・The unique features of construction and the characteristics of construction mobility determine that each construction project must select the appropriate equipment and labor organization. The selection of construction methods, the formulation of construction technology plans, and the organization of workforces and implements are collectively referred to as construction work capacity allocation. The characteristics of the construction cycle have determined that the supply of various labors, equq)ment and many materials and materials technologies will take a long time・ This will result in the construction and design of materials and technologies that are compatible with the overall construction schedule・From this we can see that construction organization design is very important in project management.2.The importance of construction organization designAs a product, building products play an extremely important role in project management throughout the construction process. The construction organization of the engineering construction project has a close relationship with its engineering cost. The basic contents of the construction organization design include:project overview and construction condition analysis, construction plan, construction process, construction schedule plan, and general plan of construction. There are also economic analysis and construction preparation work plans. Among them, the determination of the construction plan and construction process is more important. For examp le, the selection of construction machinery, the selection of horizontal transportation methods, the construction methods of the earthwork, the construction methods of the main structure and the selection of the construction technology all directly affect the project budget. The price changes・ Under the premise of guaranteeing project quality and satisfying the owners use requirements and construction period requirements, optimizing the construction plan and construction process is an important measure and method to control investment and reduce construction project cost2.1The construction organization plan affects the quality of the project to a great extent. Therefore, a reasonable project organization plan is not only the basis for ensuring the successful completion of the project, but also the basis for project safety. The construction organization design is an important part of theconstruction engineering design documents・ It is the main basis for prq)aring the project investment budget and the main reference for the preparation of bidding documents・ Therefore, careful construction of the construction organization will have a very important role in determining the project cost and reducing the investment in the project, which will help control the construction cost.2.2The construction organization plan is an important means for scientific management of construction activities. It has the dual role of strategic deployment and tactical arrangements・ It embodies the requirements for realizing the basic construction plan and design, provides the contents of the construction preparation work in each phase, and coordinates the mutual relations between each construction work area, each construction work type, and each voluntary work in the construction process. The construction organization plan must be able to determine the basic combination of various factors of production based on the characteristics and requirements of the engineering product and the current and possible winning construction conditions. It is impossible to carry out any production without effectively solvingthe problem・・3.Index calculation and analysis of construction organizationdesignAt present, what indicators should be established in the construction organization design are not uniform and the calculation method is not standardized・ As it is a yardstick for evaluating the overall effect of construction organization design and evaluation of implementation status, it is also the basis for examining the level and effect of production, operation and management of the unit (project department) that undertakes construction. We should pay attention to the following suggestions ・3. 1 indicator system. The index system should be set up to reflect the level reached by the construction organization's design goals and provide convenience for evaluation, assessment, and implementation.3. 2 Index calculations・(1) Construction preparation period. From the start of site preparation to the full time of formal project start-up. (2) Unit project duration. The construction period arranged by the unit construction schedule・(3) Labor。
英文论文(外文文献)翻译成中文的格式与方法
英文论文（外文文献）翻译成中文的格式与方法英文论文（外文文献）翻译成中文的格式与方法本文关键词：外文，英文，中文，翻译成，文献英文论文（外文文献）翻译成中文的格式与方法本文简介：在撰写毕业设计（论文）或科研论文时，需要参考一些相关外文文献，了解国外的最新研究进展，这就需要我们找到最新最具代表性的外文文献，进行翻译整理，以备论文写作时参考，外文文献中英文文献占绝大多数，因此英文论文准确的翻译成中文就显得尤为重要！一、外文文献从哪里下载1、从知网国际文献总库中找英文论文（外文文献）翻译成中文的格式与方法本文内容：在撰写毕业设计（论文）或科研论文时，需要参考一些相关外文文献，了解国外的最新研究进展，这就需要我们找到最新最具代表性的外文文献，进行翻译整理，以备论文写作时参考，外文文献中英文文献占绝大多数，因此英文论文准确的翻译成中文就显得尤为重要！一、外文文献从哪里下载1、从知网国际文献总库中找，该数据库中包含14,000多家国外出版社的文献，囊括所有专业的英文文献资料。
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外文文献
英文文献资料外文文献一：Food safety: the shocking truth about the food industrySource: Author: Marion Nestle、Refrigeration technology, pasteurization, pesticides, disease control, these technologies so that safe food into the 20th century, public health's greatest achievements. This book view is that food safety problems also depend on politics. September 2001 events to dispel this view of the doubts about aviation aircraft used by terrorists as a destruction of weapons to civilians and public figures have anthrax spores sent folder of letters, the consequences of these events shows, food, water can easily become a a tool for terrorists, it has also become the federal government for food safety control problem.This chapter will sum up this book referred to in the various food safety problems. Some of them threatened to keep animals healthy, very few will lead to a number of human diseases. Even so, these issues impact on human well-being is deep; large-scale destruction of breeding animals, affecting the livelihood of many people, limiting personal freedom. The 20th century, 90's and early 21st century, an outbreak of mad cow disease and foot and mouth disease Although this is only because of errors caused by the production process, but still brings a lot of destructive. In contrast, bio-terrorism is the deliberate use of biological and chemical substances to achieve their political objectives. For food safety issues,Bio-terrorism extends food safety issues and political outreach; deliberate destruction, excluding any consequences of innocent injury.In this chapter, we will discuss how the rise of bio-terrorism, food safety issues and extend the extension of food safety issues. In the United States, food safety, usually refers to the family food supply reliability. E-mail from the anthrax incident, the food safety issues, also includes safety from biological terrorism. Our discussion will be the beginning of some zoonotic diseases: such as mad cow disease, foot and mouth disease, anthrax. In recent years, these zoonotic diseases harmful to humans is relatively small. Today, for these zoonotic diseases, we are concerned that they may give rise to disease, destruction of food supply system,To become a tool for bio-terrorism aspect. This chapter summarizes the discussion of this book, fromsociety and from a personal point of view what action should be taken to face these issues, as well as food safety issues present and future.The political animal diseasesOne of the consequences of globalization is that of food cross-border long-distance rapid transit, affecting food supply all kinds of disease can easily spread from one country to another country. Animal diseases have a commercial impact, if a country has come to infectious diseases of animals, other countries will refuse to import the kinds of animal meat. The impact of business at the same time there are political consequences.Britain's mad cow disease and foot and mouth disease occurred as a result of beef in the production process caused by mismanagement, compared to the U.S. anthrax letters is a result of vandalism. However, this three kinds of threatening to cause great panic, they are difficult to detect control, can cause severe disease. Moreover, these three kinds of threats against people for the food supply, as well as confidence in the Government.Mad cow is the mid-20th century, 90 of the most popular of a food security crisis, the epidemic is mainly limited to the United Kingdom. With regard to BSE-related issues and our discussion, mainly because of political issues and scientific issues intertwined Among them, public confidence had a great impact. For example, the British Government in the BSE crisis in the practice is also considered to result in distrust of genetically modified food one of the reasons. The beginning of the 20th century, 80 years, no one had heard of the disease, but in 1999, this disease affects at least 175,000 British cattle. The consequences are very serious: 400 million head of livestock were slaughtered, the loss of 70 billion U.S. dollars,Spread to 18 countries worldwide national boycott of British beef. By 2001 only, although "only" 120 people died of the human variant of mad cow disease, it is estimated the death toll will reach 10 million people. Because mad cow disease revealed the modern politics of food safety issues, it is worth detailing.英文文献中文翻译06013618 胡冬敏外文翻译一：作者：玛丽恩·内斯特尔出版时间：2004年11月食品安全：令人震惊的食品行业真相（美）玛丽恩·内斯特尔冷藏技术，巴氏消毒，杀虫剂，疾病控制，这些技术使安全食品成为20世纪公众健康最伟大的成就之一。
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外文文献中文版担心战略的实施？不要忽视市场营销的作用摘要许多高层管理人员与学者认为有效战略的实施至少与发展一个卓越的战略同样重要或更加重要。
虽然存在一些关于成功实施战略的需要的观点，也许最具有影响力的观点是企业的成功需要一个合适的战略或组织架构。
组织架构涵括结构变量和能力。
在过去的十年里，我们已经研究了四个通用的商业战略营销的组织架构相匹配的性能影响：探索者、模仿者、低成本捍卫者、差异化捍卫者。
通过六个实证研究，我们已经确定了最佳实践这些策略类型之间的匹配因素：（1）营销组织文化；（2）营销策略；（3）市场策略的形成过程；（4）市场战略的组织行为；（5）营销组织结构；和（6）营销控制系统。
在本文中，我们结合这些研究，对营销行为和优异的公司业绩相关的政策提供了全面的概述。
关键词：经营策略；策略类型；战略实施；组织架构；市场营销1 寻找合适人选拉里·博西迪，联信公司和霍尼韦尔公司的前首席执行官，和拉姆·查兰，世界领先管理顾问之一，都曾表示：“策略经常失败是因为他们没有执行。
”应该发生的事情“没有发生”（博西迪和查兰，2002，第15页）。
当然，这里引出了一个问题：怎样确保正确的事情发生？这个适合战略实施的角度（Miles & Snow，1984）是组织架构的元素，例如，结构、系统和文化——鼓励并塑造做出使正确事情发生的行为，以及不同的策略需要不同的组织架构。
迈克尔•波特（1996年, 第73页）在此基础上进一步阐述：在许多活动之间，战略的协调性不仅是竞争的基本优势，还是持续性的优势。
它是对手难以匹配的联锁活动的阵列，而不是仅仅是模仿一个特定的销售力的方法，与之相匹配的是工艺技术，或复制一套产品的特点。
我们一直遵循沃克和Rueker（1987年，第15页）的观点：“鉴于特定类型的战略，什么样的市场结构、政策、程序和方案有可能区别于那些来自相对较少有效的高性能业务单位呢？”沃克和Ruekert集中营销组织架构，这是因为在战略的形成与实施中具有核心作用，比如市场分析、目标市场的选择、识别顾客的需求、引导发展有意义的产品、价格的设定、和客户关系管理。
在过去的10年时间里，我们已经研究了营销组织架构，与之联系的性能优越四个不同类型的战略元素：探索者、模仿者、低成本捍卫者、差异化捍卫者。
具体而言，我们已经审查了所作出的贡献：（1）营销组织文化（Slater, Olson, & Finnegan, 2008）；（2）市场策略(Slater & Olson, 2000, 2001; Slater, Hult, & Olson, 2007)；（3）市场策略的形成(Slater, Olson, & Hult, 2006)；（4）市场战略的组织行为(Olson, Slater, & Hult, 2005; Slater, Hult, & Olson, in press)；（5）营销组织架构(Olson et al., 2005)；（6）营销控制系统(Olson & Slater, 2002)。
沃克和Ruekert（1987）也表示：卓越的盈利能力的途径是不同类型的企业通常或多或少强调不同的中间目标。
例如，其中的一个管理团队相信，通过客户满意度的实施可以达到卓越的盈利能力；而其他的管理团队可能认为，低成本的定位、新产品的成功或快速循环时间是盈利的最好领先指标。
因此，我们后来对于优越的业绩的充分解释是其在当时的环境下是否符合或者超过目标。
基于发表文章的研究成果，对于高绩效企业的营销组织架构我们能够提供完整全面的解释。
本次论文能够为高管在寻求竞争优势中提供一个目标。
2 经营策略在我们开始讨论策略实施之前,我们必须奠定经营策略实际上是什么。
经营策略是反映在决定该业务取得竞争优势的模式上的。
经营策略的两个主要框架是迈尔斯和斯诺（1978）模型，其范围专注于主动行为；和波特(1980)模型,其重点在竞争优势(即分化和低成本)上。
在这些模型的基础上，我们组合成以下四个策略类型作为我们的基础研究:探索者、分析者、低成本捍卫者、差异化捍卫者。
2.1 探索者作为探索者，公司试图成为第一个向市场推出创新产品或服务或第一个进入新兴市场或细分市场的企业。
他们的竞争为早已进入的顾客感知价值带来了新的和创新的解决方案。
3M公司被称为探索者，基于其开发新产品和新业务而闻名。
例如,在1916年,3M公司发明了Wetordry：砂纸具有防水的功能，这使得产品可以使用水作为润滑剂来带走粒子，否则便会降低最好的等级的砂纸。
它的第一个应用在汽车修补漆上，至今仍在使用。
3M的其他成功发明产品还包括胶带、苏格兰玻璃纸胶带、热传真复印过程、高洁织物保护、便利贴以及各种医药产品。
目前，3M公司通过其六个部门不断创新与开发新产品以服务其顾客。
2.2 模仿者通常情况下，模仿者迅速效仿探索者，通过改进产品或服务或以更低的价格进入新的细分市场。
这些公司的竞争力之所以能够迅速提高是基于探索者通过价格、功能或者两者结合的价值主张。
模仿者虽然提高了其竞争力，但是也面临另一个挑战。
除了创造性的模仿，追随者还必须利用其市场定位产生收入，以便满足连续市场所需的产品及市场发展。
通过动态研究，加拿大公司背后流行的黑莓系列智能手机是一个很好的追随者例子。
虽然IBM的西蒙往往是公认为第一个设计智能手机(Tynan,2005)的,紧随其后的是诺基亚和爱立信产品,但是黑莓是第一个设计无线电子邮件方便使用的智能手机。
黑莓目前持有近20%的智能手机市场，相比之下，苹果公司智能手机市场只有11%(Park, 2009)。
2.3 低成本捍卫者低成本捍卫者通常情况下通过提供足够的利益竞争方案，但是在市场相对成熟的情况下，往往提供最低的总体价格差异。
VIZIO咨询公司成立于在2003年,其产品液晶电视在2007年第二季度成为了市场占有率的领导者。
VIZIO的成功关键在于制造成本低、价格低、质量好、广告费用低以及密集的分销策略（OGG Kanellos，2007年）。
2.4 差异化捍卫者差异化捍卫者也在相对成熟的市场上竞争，但通常提供优质的产品或服务进行溢价。
闻名的Intuit公司的快捷、快速书籍及TurboTax产品备受尊敬。
为了保持知名度，Intuit公司在市场营销、客户支持和以客户为导向的创新领域上进行大量的投资。
例如,Intuit公司的员工经常访问客户，是为了更好地了解他们如何使用产品,以便公司可以做出必要的改进。
创始人兼首席执行官斯科特·库克，Intuit公司的成功归功于其个人的亲密关系和非常容易的解决方案，它们只在一个以消费者为导向的公司体现出来(Kontzer,2004)。
不同功能的战略和政策（例如，市场营销，运营，人力资源，研发）提供以实现业务战略所需的行动的细节。
在下面的章节中，我们描述营销组织架构是如何促进业务战略的实施的。
3 营销组织架构元素市场营销是一个边界功能，把业务与它的客户联系起来。
Kenichi Ohmae (1988)作为麦肯锡公司战略管理实践的创始人之一，坚定地认为：“首先是关注客户的需求''（第149页）。
成功地实施经营策略，必须得到客户的连接行为的权利。
可能导致成功的是什么？是一个支持业务策略的明确的市场战略和有利于做正确的事的成员企业的目标市场的营销组织结构特点。
至于营销人员，这意味着获得正确的营销组织架构的下列元素。
3.1 营销组织文化文化是营销组织架构的核心，作为隐含在文化形态架构（见图1）的其他元素的价值。
营销组织文化代表一个公司根深蒂固的价值观和在营销功能上提供行为、做出决策的信仰（德什潘德＆韦伯斯特，1989年）。
一个被广泛使用的组织文化模型是“竞争价值观框架”（奎因和Rohrbaugh，1983）。
竞争价值观框架指出：管理者必须做出选择，以便反映两个组织中存在的紧张关系：内部与外部；以及需要控制于灵活性的需要。
这两种紧张关系产生了四个主要的文化类型。
灵活组织类型的特点是灵活性与外部取向产生的创业精神和创造性行为。
市场类型的特点是控制和外部取向产生高度竞争的行为。
氏族类型体现了灵活性和内部取向生产关系的建设行为。
最后一种类型的层次，特点是通过控制和内部的方向，产生的行为集中在可预见性和顺利运作上。
所有组织都表现出每个文化类型的属性。
图1 营销组织结构3.2 营销策略适当的功能策略是必要的，以便支持和加强经营策略。
营销策略显得尤为重要，因为它代表了一套综合决策，通过业务来实现其目标市场以及满足客户的价值需求(Varadarajan & Clark, 1994)。
正如迈克尔·波特（1985年，十六页）指出的：“增长竞争优势的根本价值是公司能够创造出它的买家。
”关键的营销策略的核心是市场细分、目标市场以及市场定位，是基于产品、价格、促销、渠道的定位。
我们的研究确定了四个营销策略类型。
为了实现组织购买，每个营销策略类型必须反映营销组织文化固有的价值观和假设条件：（1）积极的营销是提供高品质、创新的产品。
他们与客户保持密切的合作关从事广泛的市场调研工作，以确定细分市场，即寻求愿意支付高价的买家。
他们在这些市场上选择分销策略，通过密集的广告与买家进行沟通。
他们利用比例相对较高的专业销售人员。
（2）大众营销是提供品质优良的产品，是创新的追随者。
他们利用广泛的分销渠道和价格竞争，而不是广告。
同时他们利用一些专业的营销人员。
（3）追求降低风险的营销则等待，直到一个产品概念被市场接受之前推出自己的版本。
他们追求自己的市场，具有足够的质量、低廉的价格、密集的分销策略。
他们一般有最集中的产品线和利用最少的专业营销人员。
（4）价值营销则是提供高品质、创新的产品，追求保持与客户密切合作的关系。
他们从事的系统营销研究比任何大众营销或营销极小，往往是他们的主要竞争对手，专门为早期和晚期的大多数客户的业务系统进行市场调研并收费较高的价格。
他们的分销策略是选择性稍差的策略，他们通常利用适度的广告。
3.3 营销体系：策略的形成策略的形成是通过有效的策略（Chakravarthy＆DOZ，1992年）在业务中发展起来的。
策略的有效性，应在形成过程中满足该组织的竞争环境和其营销策略中固有的挑战，不同的策略可能有不同的目标，是为了可能更好的适合不同的市场环境(Chakravarthy & Lorange,1991)。
该策略的形成是由能力活动导致的：使命/目标声明、形势分析、综合性的替代评价和策略的形成过程(明茨伯格,阿斯特&•兰佩尔1998)。
任务包括组织的宗旨、市场活动的范围以及具有竞争力的独特性。
形势分析范围涉及公司的环境和组织分析。