组策略论文的中英文文献
组策略（英语：Group Policy）是微软Windows NT家族操作系统的一个特性，它可以控制用户帐户和计算机帐户的工作环境。组策略提供了操作系统、应用程序和活动目录中用户设置的集中化管理和配置。组策略的其中一个版本名为本地组策略（缩写“LGPO”或“LocalGPO”），这可以在独立且非域的计算机上管理组策略对象。
参考文献〔l」黄凤玲.关注烟草经济高增长下的深入调整，《中国烟草》，，38一39页〔2」〔美〕斯蒂芬卫罗宾斯.《管理学》第7版，中国人民大学出版社，2004，365页〔3」钟涛、何立眠、朱佳著.《整合营销》，山西经济出，1998，127页[4」麦克尔.波特.《竞争优势》，华夏出版社，2005，202页[5]吕忠信.《世界烟草经济》，中国科学技术大学出版社第1版，2006，65页〔6〕国家局经济运行司.盘点成果稳中进取，《中国烟草》，，21页[7〕编者.2004中国烟草回眸，《中国烟草》，，45页[8]彻纳东尼和麦唐纳著.《创造强有力的品牌》，中国经济出版社，2004:26页[9」刘钟详.国际卷烟流行口味特点及其对我国消费的影响，《烟草科技》，，61页仁10〕编者.2007中国烟草回眸，《中国烟草》，，12页【11]刘宗柳.卷烟消费的市场现状与潜力分析，《中国烟草》，，47页〔1幻王长根.《学习型企业文化理论与实践》中国经济出版，2005，123一124页「13〕于建原.《营销管理》，西南财经大学出版社，2003，96页〔14」中国江西网，中国卷烟零售户经营状况调查，W卿.jxcn.。n〔15〕龚锦华.((企业战略、文化、管理研究报告》，2006，162页〔16」毕长敏主编.烟草流通企业战略与管理，东北财经大学出版社，，137页〔17」刘志峰.零售业态之变催促烟草流通改革，《中国烟草》，页[18]中国烟草在线，tob
组策略是管理员为用户和计算机定义并控制程序、网络资源及操作系统行为的主要工具。通过使用组策略可以设置各种软件、计算机和用户策略。例如，可使用“组策略”从桌面删除图标、自定义“开始”菜单并简化“控制面板”。此外,还可添加在计算机上（在计算机启动或停止时，以及用户登录或注销时）运行的脚本，甚至可配置InternetExplorer。以下网站有详细信息参考文献：PCONLINE
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论文价格策略英文文献
国贸方向
On China's foreign Pinzao discriminatory anti-dumping and the reasons for a policy response Source: Chinese papers Download Center [08-01-05 16:07:00] Author: Unknown Editor: studa20 Third, China's foreign岐视Pinzao of the reasons for the anti-dumping 1. Abroad with serious discriminatory and anti-dumping policy led to the increase in anti-dumping cases For a long time, foreign products on China's anti-dumping investigations, are used "alternative" method of calculating dumping margins, this method often leads to dumping of products in China has not been convicted of high rate of dumping. In China's market economy has made substantial achievements in the building today, most countries are still ignoring China's economic structure changes, or I will continue as non-market economy countries, or through legislation in China as a "market economy countries in transition", while provisions Stringent standards, in a specific case, only China's enterprises to meet these standards before they can abolish the "alternative" methods of use, and in most cases, these standards are too harsh, not scientific, China's enterprises can not A "market economy status", the results based on "alternative" methods have been levied high anti-dumping duties. Such discriminatory anti-dumping policies and practices not only because of the large number of products and revenue from the local market, the more serious the impact lies in its objective to encourage the import of the local industry through anti-dumping measures continue to suppress our products, resulting in no less than the highest number of cases. China's exports to the United States in canned mushrooms in the dumping case, the . Department of Commerce to Indonesia as a substitute country, Indonesia is one of the reasons for the level of economic development and China's close. This reason from the general sense, there seems to be some truth (in fact, according to World Bank statistics, Indonesia's per capita was higher than the output value of China more than doubled), but the two countries, the production situation is different. Chinese-made mushroom lies in the north temperate, mushrooms can be natural growth, lower production costs, while Indonesia is located in the tropics, mushroom cultivation to be large-scale use of air-conditioning costs will certainly much higher. As a prerequisite, Indonesia's canned mushrooms prices and China's export prices compared, it is easy to come to China's exports of canned mushrooms constitute a Conclusion of dumping. Therefore, the Western countries in the choice of alternative country, despite the considerable level of economic development in accordance with the principles, but "non-market economy country" and substitute country of similar product prices also affected by many factors, including comparative advantage, industrial-scale factors such as the impact of . Therefore calculated the price is often a serious alternative country from the "non-market economy countries" constitute a price of the actual situation. So in essence, to replace the uncertainty of the price the basis for normal value, which in itself is discriminatory. Anti-dumping trade protectionism is the simple packaging, so that it looks like a different things. And anti-dumping is not to fair competition, its purpose is to allow unfair competition, with serious discriminatory. non-tariff measures to curb the use of anti-dumping to a more prominent role After the establishment of the WTO, the traditional trade protection practices, such as quotas, licenses and other non-tariff measures have been subject to strict constraints. Under such circumstances, as permitted by the WTO to protect the domestic industry's anti-dumping measures will substantially improve the frequency of use. Anti-dumping has become WTO members to protect their own industries, and resist unfair competition acts of the most important means. Only a few Western countries over the past domestic anti-dumping legislation, but now have universal anti-dumping legislation, globalization. Therefore countries have in recent years to anti-dumping law as a weapon to resist unfair trade, protect the domestic industry market. What is more, sometimes to the extent of the abuse, anti-dumping into a tool for trade protection. 3. China's economic development and enhance the competitiveness of exports, lead to anti-dumping with a certain inevitability Since reform and opening up, China's sustained rapid economic development, foreign trade exports have doubled and redoubled. China's products continue to enter the world market with the inevitable result of the importing country are similar to those industries fierce competition. Since our products have the advantage of labor and raw materials, often in competition at the obvious advantage, therefore operate the worsening situation in the local industry filed anti-dumping applications have the hope that through such means will our products out of their markets. It can be predicted, as China's economy continues to develop, more and more industries will have a competition with foreign conflict, which would lead to an objective view on China's anti-dumping cases in a long time, maintain a relatively high number. 4. China's industries and enterprises of their own problems China's current economic structure is still irrational, the development of the industry lack of long-term planning, pay attention to the immediate interests. A large number of enterprises decentralized management, coupled with industry management and coordination of efforts not enough, not enough standardized export management, leading to the occurrence of anti-dumping cases. For example, apple juice exports in the effectiveness of good few years ago, all localities have set up factories, the results because of large exports to foreign markets quickly saturated, the last in the United States anti-dumping cases. Meanwhile China's foreign export markets for concentrated, the largest export volume in a particular area and a sharp increase in the local market will also have an impact, and become the target of anti-dumping. China's magnesium products such as metal exports to the EU in 1993, less than 100 tons in 1996 as high as 11,000 tons, so the huge volume of exports growth, it's no wonder their implementation of EU anti-dumping [6]. 5. Enterprises do not respond to the respondent or poor tend to make the other side easily won the In China's anti-dumping case, about 50 percent of the cases without the respondent companies, with the result that the other party does not win war. Not responding to the consequences of default would mean foreign allegations. In addition to the "unified tax" to reduce the enthusiasm of enterprises involved in the case, the respondent enterprises lack awareness of the problem is the key. Some of our products to foreign anti-dumping, we could have been actively involved in the case and might have won, but some enterprises are unwilling to fight such a lawsuit, it can only listen to what other people say is what a long time, people felt that Chinese enterprises. " Bully, "at every turn on our export products to initiate anti-dumping allegations. In addition, domestic enterprises responding to lack of funds, anti-dumping issues such as lack of serious professionals is also involved in the case led to adverse business, the results are still the reasons for the failure. Fourth, discriminatory anti-dumping deal with the recommendations and strategies Anti-dumping some developed countries have increasingly become the preferred trade measures, the international trade in legitimate trade protection measures, so we export products, should be based on our past experiences and lessons, take corresponding countermeasures. Mainly the following aspects should proceed: 1. Realization of the export market diversification and "going out" strategy, China's export products to improve the international image, which is effective to avoid anti-dumping abroad China's preconditions. In the "quality win" approach to guide export enterprises to improve the technological content of export products and value-added, easy to vigorously develop the international market, with high technical content in the products, thus increasing the prices of export products and establish a good image of the product; implementation "Going out" strategy, can also enable Chinese enterprises effectively circumvent anti-dumping. Go abroad to invest to build production base with a brand as the core and change the product origin, the use of foreign origin of products, access to productive country's national treatment. For example, China to Mexico to build production plants, products, "accounts" in Mexico. According to rules of origin, "Made in China" products with Mexico the same products, but also free exports to Mexico reached a free trade HS That the 34 countries and regions. [7] 2. The Government should establish a sound mechanism for responding to anti-dumping and increase the intensity of the negotiations, to provide an enabling enterprises responding to the support and help. This needs to do the following: (1) to establish an anti-dumping coordination mechanisms, and closely cooperate with the same external; employ experienced and influential Chinese and foreign defence lawyers appear in court (2) to establish an anti-dumping deal with the Fund to alleviate enterprises in responding to the shortage of financial resources Difficulties; Foreign Trade and Economic Cooperation can also be the central anti-dumping initiative in the use of special funds properly delegated to the relevant chambers of commerce, so have the right to take the initiative to respond to reasonable funds, received in an anti-dumping investigation, immediately hiring lawyers to inform all relevant enterprises , Prepared materials, timely reply, the first investor to ask enterprises to change after the reply, responding enthusiastically to its (3) take effective measures to train a number of proficient in the international anti-dumping laws dealing with the professional personnel, responding to anti-dumping The success of human resources to provide strong support. 3. The establishment and improvement of trade associations. Anti-dumping respondent is a business rather than a government, but the anti-dumping is a country of all enterprises, thus anti-dumping is not a matter of individual enterprises. Since anti-dumping cases are complex, just their own power to win, so in dealing with foreign anti-dumping, a major industry in a joint enterprise with one or two enterprises单打独斗compared to the more efficient, so We should attach importance to trade associations and other organizations of the building. According to the Ministry of Economy and Trade, the National Bureau of Statistics jointly released the "relevant trade associations on the award of anti-dumping, countervailing and safeguard measures relating to the functions and work of the commission on notice", anti-dumping trade association with the corresponding functions, the main functions are: to mobilize enterprises involved To participate in the respondent; organization of the respondent; charge of the industry domestic exports of coordination and maintaining export order to participate in the industry and other industrial damage investigation. In responding to external play its due role to safeguard the legitimate rights and interests of enterprises. 4. Intensify outreach China's market economic system, and resolutely opposed to foreign countries on China's discriminatory anti-dumping and the Government is the common responsibility of enterprises. China adopted the market economy for many years, and is written into the Constitution and the Foreign Trade Law, but there are still countries, as China's "non-market economy country" and the implementation of discriminatory anti-dumping, so that China's economic loss. Although China's WTO accession talks to allow WTO members in China's accession to the WTO after 15 years can still be used "alternative" approach, provided that China's enterprises can not clearly prove that he is under the market economy operates. [8] if we can prove that he or she should use China's enterprises or their own domestic production costs of the sales price. China since January 1, 2002 from the implementation of the "anti-dumping regulations," the distinct enough to show that China's attitude: never allow foreign dumping products in China, more Chinese products are not allowed to go abroad dumping. To this end both the enterprise or the Government must continue to strengthen outreach efforts, let the world understand China more real. In addition China's need to accelerate the pace of improving the market economy, according to the actual all-round increase the degree of marketization, to gradually realize the full market economy in transition, may soon become a world recognized market economy country, and discrimination against foreign trade. 5. To establish a flexible changeable business strategy to enhance the competitiveness of enterprises, anti-anti-dumping was an effective way. As international competition intensifies and factor market gradually standardized, and rely on low-cost Jingxiao has not feasible. All signs show that China's opening up process will not and can not be stagnant, especially in China's accession to the WTO, market access and market opening to become a reality under the circumstances, Chinese enterprises will face even more severe test, first of all to control the good export products Price level, in particular, close to the importing country's products competitive price level. To control the number of good product growth rate, and guard against a large number of products in the near future or have increased, regardless of the importing country market capacity and importing countries related industries production and operation status. Therefore, export enterprises should strengthen self-discipline, the development of fair and orderly export trade, the price on the business strategy changed only a single price competition strategy for the integrated and flexible non-price competition strategy can be really effective and lasting competitiveness. Government to establish the necessary punishment system to protect the normalization of the order of foreign trade exports. 6. Responding or not responding to weak corporate enterprises since breaking way out is the practice of enterprises involved in the case is the courage to deal with anti-dumping issue is the key. Upon receipt of anti-dumping investigation into the notice, if not the respondent companies, on the other side of the right to use "best available information", which is often the prosecution was very negative data. Government and the relevant authorities through the establishment of an effective incentive mechanism and a restraint mechanism, responding to reverse the negative situation. 1999 Foreign Trade and Economic Cooperation to develop a manifestation of "Who responding to benefit" the principle of the specific provisions are in place and increase the intensity of rewards and punishments. Active enterprises involved in the export licensing and customs and so on at trial to give subsidies and Zhong Jiang, mobilize the enthusiasm of enterprises involved in the case. The respondent ineffective, large is willing to pay the price even use other people's hard work to win the anti-dumping "no harm" results in favour of continuing to engage in the conduct of low-cost Jingxiao severely punished, or even abolish the right to operate its production, foreign trade rights. China's anti-dumping nearly a decade in favour of the respondent's absolute rate of , that is, no tax and no damages were closed. Therefore, China's enterprises face anti-dumping proceedings must respond quickly, we need to be involved in the case effective. Once the anti-dumping case started, the enterprises should strive to obtain adequate information, fully ready to respond to material, to win. Therefore the Government should encourage the respondent, both rewards and punishments, for the respondent companies to give incentives to increase their export quotas to encourage enterprises to respond to the courage and fight, not afraid of power, defend their legitimate rights and interests. This could be a result of anti-dumping and the damage control in a certain range, and safeguarding the interests of the state and enterprises, and anti-dumping rate should be negative situation will be greatly improved.我给楼上的翻译..
才给10分，问这么高难度的问题
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1、 [会计学]公允价值计量属性应用研究2 摘 要本文主要针对新会计准则中重新引用公允价值计量的问题进行研究。首先介绍了公允价值的定义，并与其他的计量属性进行全面的比较。然后对准则中部分引入公允价值的条款进行阐述，结合我国现阶段的经济环境以及... 类别：毕业论文 大小：100 KB 日期：2008-10-27 2、 [会计学]公允价值计量属性应用研究1 摘 要公允价值一直是我国关注的一个热点，我国在使用公允价值计量的过程中，曾经有过惨痛的教训。在2006年2月颁布的新会计准则中，作为会计国际化的重要步骤，我国又一次在具体会计准则中多次使用公允价值，这... 类别：毕业论文 大小：98 KB 日期：2008-10-27 3、 [会计学]公允价值计量属性的理论与应用分析 摘 要2006年2月15日，我国财政部颁布了新的企业会计准则，其中：金融工具、投资性房地产、债务重组、资产减值、租赁和套期保值等方面采用了公允价值计量。然而，在实际工作中，公允价值的运用遇到了像利润操... 类别：毕业论文 大小：143 KB 日期：2007-08-29 :3cj./soft/
没，因为这样的得是这个相关专业的才可能既有外文文献又有中文翻译，你可以去Wiley-Blackwell 之类的外文期刊网上去找些外文文献，再做翻译。
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希望对你有帮助。仅供参考！
最近在玩轩辕传奇手游，记得从15级开始每日完成2大环炼宝任务，它是你获取银票和经验的主要来源之一，也是每日必做的任务；任务在轩辕城炼宝区域找到NPC冷少泉处领取任务，根据任务提示去到相应的地宫滑鼠右键放至背包内的宝鼎，在宝鼎周围（切记必须在宝鼎周围，超出宝鼎范围的话击杀怪物是不计数的
童鞋你好！ 这个估计需要自己搜寻了！ 网上基本很难找到免费给你服务的！ 我在这里给你点搜寻国际上常用的外文资料库： ---------------------------------------------------------- ISI web of knowledge Engineering Village2 Elsevier SDOL资料库 IEEE/IEE(IEL) EBSCOhost RSC英国皇家化学学会 ACM美国计算机学会 ASCE美国土木工程师学会 Springer电子期刊 WorldSciNet电子期刊全文库 Nature周刊 NetLibrary电子图书 ProQuest学位论文全文资料库 国道外文专题资料库 CALIS西文期刊目次资料库 推荐使用ISI web of knowledge Engineering Village2 ----------------------------------------------------------- 中文翻译得自己做了，实在不成就谷歌翻译。 弄完之后，自己阅读几遍弄顺了就成啦！ 学校以及老师都不会看这个东西的！ 外文翻译不是论文的主要内容！ 所以，很容易过去的！ 祝你好运！
直接下载 Microscopic traffic simulation: A tool for the design, *** ysis and evaluation of intelligent transport systems J Barcelo, E Codina, J Casas, JL Ferrer - Journal of Intelligent & , 2005 :aimsun./ Analysis of possibilities and proposals of intelligent transport system (ITS) implementation in Lithuania A Jarašūniene - Transport, 2006 :
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有难度 大哥
营销策略论文英文文献
这些都是国外网站上的，没有中文翻译的，看不懂的话试试翻译器，查查字典什么的，我要是给你翻译怕误导你。Zara: Cool Clothes Now, Not Later Ask any urban European female under the age of 30 and chances are she has shopped at Zara, the clothier whose inexpensive but stylish offerings have attracted a cult following. Zara also sells men’s fashions, again aimed at the stylish and Soto, a college tennis player from France with dark eyes and devastating good looks, was asked to compare Zara to The Gap, the . - based clothing giant with a major presence in Europe. His response: “I don’t know. I’ve never shopped at The Gap.”Most . young adults have never shopped at Zara, but that seems likely to change in the near future. In the past five years Zara has grown from 179 stores mostly in Spain to 450 stores in 29 countries including the United States and Canada. Zara now has stores in New York, New Jersey, Miami, and Toronto—with more on the Zara is unlikely to displace The Gap in the . market, they are certain to offer . consumers an option previously unavailable to them. They have a sound if unusual marketing strategy in which logistics plays an important role. Logistics also plays an important role in Zara’s growth plans, notably its expansion into the . ’s Marketing StrategyZara’s marketing strategy focuses on product variety, speed-to-market, and store location. It is also notable for what it excludes. Zara does not advertise in the traditional sense. If you want to find out what’s currently available at the Zara stores you have two options: go to the web site or go to the store. Zara puts 10,000 different items on the store shelves in a single year. It can take a new style from concept to store shelf in 10-14 days in an industry where nine months is the norm. In its primary European markets, Zara locates its stores close together. Visitors comment that Zara in Madrid is like Starbucks in a major . city—you see another store on every street ’s Toronto store is located just north of the center of downtown in a major shopping district dense with malls and lined with stand-alone stores and giant office buildings. The potential for intense competition is clear.“These office buildings are full of the people we want as customers. We want them to stop in at lunch or after work. We want to see them often, so we have to change what we have on the shelves,” said Zara’s Toronto store manager. “They could shop in a lot of other stores, so we have to make it worth their time to come here.”This also helps explain why the company does not advertise. If a Zara customer wants to know what Zara has, he or she must go to the store. The stock changes often, with most items staying on the shelf for only a month, so the customer often finds something new and appealing. By the same token, if the customer finds nothing to buy this visit, the store’s regular customers know that tomorrow or next week—sometime soon—new goods will be on Zara’s shelves. That makes it worth another relies heavily on store employees for market information. If a customer looks at a sweater and comments, “That would look really nice with a cowl collar,” an employee can relay that information to Spain where managers decide whether or not to produce the suggested item. If they decide to make it, they can put it on the shelf in Toronto in two weeks or less, partly because they ship by air. Ocean shipping would add at least another ten days to the time it takes to get the product in front of the customer, undermining the speed-to-market and product variety Role of LogisticsPutting the variety of goods on the shelves in Toronto and other North American stores requires an unusual, though not unique, logistics strategy for the fashion industry. Zara air expresses goods from its single distribution center in Spain, usually in small quantities. In the 1970’s, The Limited used a similar strategy to support its test marketing, air expressing small quantities of new styles from Asia to . stores. In Zara’s strategy, however, the speedy shipments are part of the core strategy, not just test marketing. Zara also ships frequently, allowing lower inventories while serving its multinational market from a single distribution center in Spain.“We receive shipments o n Tuesday and Saturday, which means that we have different items in the store at least twice a week. While each shipment replenishes items that sell well, each also includes new items. That’s why our customers come in often,” the Toronto store manager said. “We might get ten of one item and five of another. We’re constantly testing.”The density of Zara’s store locations in Europe helps achieve logistics efficiencies. They can fill trucks for frequent shipment in markets close to production and ship larger quantities by air to more distant stores. Zara keeps transportation costs low on the supply side, since most of the production takes place in Spain. This contrasts radically to most large fashion manufacturers, which rely on low cost manufacturing in Asia and South America, but then pay higher inventory costs and move goods to market more air express strategy also allows Zara to maintain a multinational market presence with only one distribution center. They trade higher transportation costs for lower warehousing and inventory costs. Add to this the idea that fast transportationsupports the product-innovation strategy that is the heart of Zara’s marketing, and the importance of logistics in Zara’s marketing strategy is Results and the FutureZara’s parent company, Inditex, reached $ billion in 2001 revenue. This made it the fastest growing clothing manufacturer in the world. Zara, Inditex’s fastest growing division, turns its inventory twice as fast as major competitors, with an inventory-to-sales of 7% compared to an industry average of 14%. Their profitability in European operations (15%) is fifty percent higher than that of its major competitors. Zara manufactures 80% of its clothing in Europe, with most of the remaining 20% is sourced in top managers are understandably closed-mouthed about their plans, Zara seems ideally positioned to penetrate the . market in a major way. With some manufacturing already in Mexico, they could easily open a second distribution center aimed directly at the . market. This would make their youth-oriented styles widely available in the world’s most lucrative 1 – Zara’s Business Model and Competitive AnalysisZara, the most profitable brand of Inditex SA, the Spanish clothing retail group, opened its first store in 1975 in La Coruña, Spain; a city which eventually became the central headquarters for Zara’s global operations. Since then they have expanded operations into 45 countries with 531 stores located in the most important shopping districts of more than 400 cities in Europe, the Americas, Asia and Africa. Throughout this expansion Zara has remained focused on its core fashion philosophy that creativity and quality design together with a rapid response to market demands will yield profitable results. In order to realized these results Zara developed a business model that incorporated the following three goals for operations: develop a system the requires short lead times, decrease quantities produced to decrease inventory risk, and increase the number of available styles and/or choice. These goals helped to formulate a unique value proposition: to combine moderate prices with the ability to offer new clothing styles faster than its competitors. These three goals helped to shape Zara’s current business model. Zara’s Business ModelZara’s business model can be broken down into three basic components: concept, capabilities, and value drivers. Zara’s fundamental concept is to maintain design, production, and distribution processes that will enable Zara to respond quickly to shifts in consumer demands. José María Castellano, CEO of Inditex stated that "the fashion world is in constant flux and is driven not by supply but by customer demand. We need to give consumers what they want, and if I go to South America or Asia to make clothes, I simply can't move fast enough." This highlights the importance of this quick response time to Zara’s of Zara, or the required resources needed to exploit the opportunities and execute this conceptual strategy, are numerous for Zara. Zara maintains tight control over their production processes keeping design and manufacturing in-house or with some strategic partnerships located nearby Headquarters. Currently, Zara maintains 80% of its production processes in Europe, 50% in Spain which is very close to La Coruña headquarters. They have strategic agreements with local manufacturers that ensure timely delivery and service. Through these strategic partnerships and the benefits brought by this proximity of manufacturing and operational processes, Zara maintains the flexibility necessary to design and produce over 12000 new items annually. This capability allows Zara to achieve their strategy of expedited response to consumer demand. Value drivers for Zara are both tangible and intangible in the benefits that are returned to all stakeholders. Tangibly, Inditex, the parent company of Zara, has net margin on operations and their market capitalization (Equity – market value) is �13, 981 (in thousands) in 2002. Their net working capital (current assets – current liabilities) is �133 (in thousands) . Additionally, the success of Zara can be demonstrated through their outstanding financial performance. From 1996 to 2000, Inditex SA tripled their corporate profits and in 2001, a year of overall economic downturn in the retail industry, Inditex SA saw a 31% increase in profits. Intangibly, customer loyalty and brand recognition have provided significant value to Zara. The number of consumers they attract continues to rise and their brand is synonymous with the cutting edge of fashion at affordable prices. The successful implementation of Zara’s business model provides great value to stakeholders and differentiates their business from their peers. Competitive AdvantageFundamental to Zara’s success is their commitment to rapid response in customer trends in fashion, producing clothing often and with short life spans (10 wears). Their commitment to this goal and the capabilities that they have developed to achieve it, have provided significant competitive advantage to Zara especially in the areas of product development, strategic partnerships and cost of production, advertising and marketing, and information technology infrastructure. The efficiencies and processes developed in these four functions differ significantly from their competitors and stand out in providing additional value and profitability to 1: Zara’s Business ModelProduct DevelopmentZara’s unique approach to product development is instrumental to their success. Zara gives store managers significant autonomy in both determining the products to display in their stores and which to place on sale, and relaying market research and store trends back to their headquarters in La Coruña. At headquarters there are teams of commercials who take this information into account to design and effectively plan and produce all of Zara’s products. Zara maintains a design team of 200 people, all of which produce approximately 12,000 new styles per year for Zara. The process of obtaining market information and relaying it to design and production teams expedites product development by shortening the throughput time of a product to 3-4 weeks from design to distribution. This process is very different from its competitors. Many competitors rely on a small elite design team that plans both design and production needs well in advance. Stores have little autonomy in deciding which products to display or put on sale because Headquarters plans accordingly and ships quantities as forecasted. Zara’s speed to market in product development exceeds the capabilities of its competitors. This in itself provides additional value to stakeholders, customers, and stores in producing quality clothing at affordable prices .Zara’s product development capabilities are essential to Zara’s business strategy and future success. Strategic Partnerships and Cost of ProductionIn comparison to competitors, Zara’s business strategy, in regards to strategic partnerships and cost of production, provide for a strategic competitive advantage. Zara, unlike its competitors such as Gap, Benetton, and H&M, does not use Asian outsourcing. Eighty percent of Zara’s materials are manufactured in Europe, with 50% made in Zara controlled facilities in the Galicia region of Spain near headquarters. Most of Zara’s competitors have 100% outsourcing to cheap Asian countries. Though the cost of production in Spain is 17-20% more expensive than Asia, Zara does have a competitive advantage over its competitors in regards to operations. The local strategic partnerships that Zara maintains with manufacturers in Europe allow for a product throughput time of 3-4 weeks from conception to distribution. To make this happen, the company designs and cuts its fabric in-house and it acquires fabrics in only four colors to keep costs low. Zara postpones dyeing and printing designs until close to manufacture, thereby reducing waste and minimizing the need to clear unsold inventories. The proximity of these suppliers gives Zara great flexibility in adapting their product lines based on up to date market trends and consumer behavior. It also decreases costs of holding inventory. Zara’s competitors, through outsourcing to Asian countries such as China, sacrifice the benefits of proximity for low labor and production costs. Though there is a cost advantage in their approach in regards to labor, the lack of flexibility in changing orders based on current trends hinders their operational efficiencies. Inventory costs are higher for competitors because orders are placed for a whole season well in advance and then held in distribution facilities until periodic shipment to stores. This proximity effect and the flexibility that it gives Zara is fundamental to their basic concept to respond quickly to shifts in consumer demand and has provided them with a competitive edge in comparison to their peers. Advertising and MarketingZara’s unique approach to advertising and marketing is an additional factor within their business model that adds to their success. Zara spends of total revenues on advertising and marketing. This is significantly less then their competitors who on average spend 3-4% of their total revenues on similar expenditures. Hence, Zara maintains a cost advantage to their competitors in marketing activities. In order to effectively complete with their peers Zara uses location, store layout, and product life cycles to act as their marketing tool to consumers. For instance, Zara strategically locates all of their stores in prime retail districts for visibility marketing. Additionally, because of the product development cycles mentioned earlier, customers are trained to visit Zara stores often because new items are presented weekly and are often not restocked. This feeling of scarcity encourages customers to come to the stores and buy frequently. Lastly, in order to keep the stores looking fresh and trendy; Zara invests heavily in their store layouts. They have a testing facility nearby their headquarters in Spain where different types of store layouts are tested. Each Zara store is remodeled every 5 years in order to keep up with current trends. Zara does not invest heavily in direct marketing, though their efforts in image/brand marketing do a great deal to attract a loyal customer base. Their cost advantage and ability to maintain brand recognition and customer loyalty are essential elements of Zara’s capabilities that build value in the and Communication TechnologiesZara’s information and communication protocols are significantly different from its competitors. Zara spends less than of total revenue on IT and IT employees account for only of Zara’s total workforce. This differs from their competitors who spend on average 2% of total revenue on IT expenditures and have of their total workforce devoted to IT. Zara utilizes human intelligence (from store managers and market research) and information technology (such as their PDA devices) in order to have a hybrid model for information flow from stores to headquarters. For example, managers at Zara stores use handheld devices to send standardized information regarding customer feedback and ordering needs directly to in-house designers. This not only keeps Zara's designers informed of fast-changing customer trends and demand, but also provides the company with insight on less-desirable merchandise. Unlike Zara’s hybrid model (which incorporates human intelligence and IT applications), competitors rely almost completely on information technology. Zara’s unique approach of human intelligence assisted IT solutions results in well-managed inventories, linkages between demand and supply, and reduced costs from obsolete merchandise; however, there is still room for improvement in their IT processes to realize more effective management of inventory levels. Hence, the hybrid information and communication system that Zara uses provides cost advantages to Zara’s operations and helps to abide by their fundamental principle to have the ability to rapidly respond to changes in consumer ’s concept, capabilities, and value drivers, as demonstrated through their business model, have proven to be extremely successful. Their resistance to outsourcing, concentration on core operations and production capabilities, and focus on the pulse of fashion have made them one of the most successful clothing retails. In the event of future global expansion, their future success and sustainability will be drawn into quention. They will need to adapt their business capabilities of product development, strategic partnerships and cost of production, marketing and advertising, and information and communication technologies in order to adjust to increasing global operations. Question 2 – Key Decision Makers and Information Management in OperationsThe key decision makers in the ordering process on the face of it are the store managers and the commercials at the HQ. However, there are certain issues that need to be addressed here. The store manager’s decision influence on the replenishment of garments is limited to a single order (twice a week) based on manually auditing the quantities required for the store. This information is subsequently sent to the HQ. Although they are the decision makers in this case, the order is still conditional. In the fulfillment phase of the operations, the aggregated demand is ascertained and the supply is allocated according to past performance of the various garments at the stores.还有这个pdf版的：这些是不是你想要的呢？
wikipedia "marketing" 有非常多的连结中英文都有Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the PsMain article: Marketing mixIn the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. * Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. * Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, . time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science. * Placement (or distribution): refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a product or service is sold (. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. * Promotion: This includes advertising, sales promotion, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
市场营销 Marketing市场营销（Marketing）又称为 市场学、市场行销或行销学。简称“营销”，台湾常称作“行销”，是指个人或集体通过交易其创造的产品或价值以获得所需之物实现双赢或多赢的过程。权威定义美国市场营销协会下的定义是：行销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序菲利普·科特勒下的定义强调了营销的价值导向：市场营销是个人和集体通过创造，提供出售，并同别人交换和价值，以获得其所需所欲之物的一种社会和管理过程。而格隆罗斯给的定义强调了营销的目的：营销是在一种利益之上下，通过相互交换和承诺，建立、维持、巩固与消费者及其他参与者的关系，实现各方的目的)。[编辑] 新式定义台湾的江亘松在＜你的行销行不行＞中强调行销的变动性，利用行销的英文 Marketing 作了下面的定义「什麼是行销？」就字面上来说，「行销」的英文是「Marketing」，若把 Marketing 这个字拆成 Market（市场）与 ing（英文的现在进行式表示方法）这两个部分，那行销可以用「市场的现在进行式」来表达产品、价格、促销、通路的变动性导致供需双方的微妙关系。＜你的行销行不行＞ISBN: 978-986-82609-5-5，理财文化, 出版[编辑] 市场营销理论发展的四个阶段初创阶段(1900年—1920年)功能研究阶段(1921年—1945年)现代市场营销学形成和发展阶段(1945年—1980年)营销扩展阶段(1980年以后)[编辑] 市场与需求市场营销学中的市场可以等同于需求，即研究消费者的现实需求和潜在需求。美国市场营销协会(AMA)的定义委员会1960年对市场提出以下的定义：“ 市场是指一种货物或劳务的潜在购买者的集合需求。 ”菲利普·科特勒把市场定义为“ 市场是指某种产品的所有实际的和潜在的购买者的集合。 ”[编辑] 市场的类型市场从不同角度，可以划分为不同的类型。其中按商品的基本属性可划分为一般商品市场和特殊商品市场。一般商品市场指狭义的商品市场，即货物市场，包括消费品市场和工业品市场；特殊商品市场指为满足消费者的资金需要和服务需要而形成的市场，包括资本市场，劳动力市场和技术信息市场。对以上两种市场作分析时一般要研究消费者市场，产业市场和政府市场。市场营销环境分析常用的方法为SWOT分析方法，它是英文Strength(优势)、Weakness(劣势)、Opportunity(机会)、Threaten(威胁)的意思。从内部环境分析优劣势，从外部环境分析机会与威胁。[编辑] 市场营销策略营销组合的四个因素常称作4P，即：产品（Product)价格 (Price)推广 (Promotion)通路与配销 (Place&Distribution)这四个因素应用到营销过程中，就形成了四方面的营销策略。加上政治POLITICS和公共关系PUBLIC，是为6P。1981年布姆斯（Booms）和比特纳（Bitner）建议在传统市场营销理论4Ps的基础上增加三个“服务性的P”，即：人员(People)、流程(Process)、环境(或是或实体环境；Physical evidence)。根据与市场竞争对手对抗的需要而制定富有竞争力的产品、价格、渠道和促销政策。这一时期诞生了著名的4P理论。当时还是大众媒体盛行的时代，依靠大众媒体促进销售，无差异化策略成为这一阶段的明显特征。[编辑] 产品产品策略主要研究新产品开发，产品生命周期，品牌策略等，是价格策略，促销策略和分销策略的基础。[编辑] 价格价格策略又称定价策略，主要研究产品的定价、调价等[[市场营销工具][编辑] 推广推广是将组织与产品讯息传播给目标市场的活动，它主要的焦点在於沟通。透过推广，企业试图让消费者知晓、了解、喜爱或购买产品，进而影响产品的知名度、形象、销售量，乃至於企业的生长与生存。有了推广，消费者才可得知产品提供何种利益、价格多少、可以到什麼地方购买及如何购买等，而这些消费者反应会进一步协助推动其他行销组合(产品、价格、通路)。[编辑] 通路又称渠道策略，也称为促销。它代表企业（机构）在将自身产品送抵最终消费者之前，所制定的与各类分销商之间的贸易关系、成本分摊和利益分配方式的综合体系。这里的分销商既包含批发商，也包含零售商，甚至包含物流配送商和直销公司的直销人员。企业制定分销政策的目的是：让产品更顺畅地到达顾客手中，既要保证分销成本低廉，又要保证顾客对送货期、送货量、装配服务、疑难咨询等方面的要求。在产品日益丰富的情况下，分销政策可能变得越来越难制定，因为相对于产品和品牌的过量，分销商则显得稀少，因而后者拥有了大量讨价还价的权力，力图从制造商或上游企业那里获得更大的利益分成比例。零售商在最近10年的表现尤其令人瞩目，它们不仅从事零售，也开始插手于产品的上游生产过程，并以自己的店铺名称或独创名称作为自己所产新品的品牌——即自有品牌（private brand/label），或叫店铺品牌（store brand/label）。这更深地威胁到了纯粹的制造企业的利润空间，当然也大大增加了后者制定分销策略的难度。[编辑] 人员（People)所有的人都直接或间接地被卷入某种服务的消费过程中，这是7P营销组合很重要的一个观点。知识工作者、白领雇员、管理人员以及部分消费者将额外的价值增加到了既有的社会总产品或服务的供给中，这部分价值往往非常显著。[编辑] 流程（Process）服务通过一定的程序、机制以及活动得以实现的过程（亦即消费者管理流程），是市场营销战略的一个关键要素。[编辑] 环境（Physical Evidence）包括服务供给得以顺利传送的服务环境，有形商品承载和表达服务的能力，当前消费者的无形消费体验，以及向潜在顾客传递消费满足感的能力。[编辑] 4C包括：顾客（Customer）成本（Cost）沟通（Communication）便利（convenience)。加上机会Chance，市场变化Change为6C。不销售制造的产品，而要将满足消费者需求的产品售出；不要依竞争者或者自我的盈利策略定价，而是要通过一系列测试手段了解消费者为满足需求愿付出的成本；不要以自身为出发点，想着网点怎么布置，采用什么样的通路策略，而要关注消费者购买产品的便利性；不是想着如何通过媒体传播来提升销量，而要和消费者互动沟通。[编辑] 营销种类[编辑] 整合营销整合营销传播（Integrated Marketing Communications ）[编辑] 数据库营销（DATABASE MARKETING）[编辑] 网络营销（Internet Marketing）网络营销是企业整体营销战略的一个组成部分，是为实现企业总体经营目标所进行的，以互联网为基本手段营造网上经营环境的各种活动。网络营销的职能包括网站推广、网络品牌、信息发布、在线调研、顾客关系、顾客服务、销售渠道、销售促进八个方面。Viral Marketing[编辑] 标竿行销（Bench Marketing）由江亘松在＜你的行销行不行＞提出以某个市场上已经存在的竞争者为比较基准的行销方式，例如普腾这家公司於十几年前提出一句很经典的「Sorry，Sony」到现在还是经常被产业与学术界拿来当作行销的案例，近年来Audi一直宣称他们的部分车种在欧洲市场无论在性能或销售上都令双B感觉到威胁，这样的行销方法就是希望让那些原本没有打算买Audi的亚洲买家去思考，为什麼欧洲的消费者愿意买的车在亚洲的我们却没有给予适当的评价。当然要提出这样的行销方式势必要先对自己的产品有一定的信心，否则如果「如花」喊出「Sorry林志玲」认同的观众应该不会太多吧。Viral Marketing[编辑] 直效营销（DIRECT MARKETING）根据kotler．keller行销管理学第12版中译本直效行销（direct marketing）是在没有中间行销商的情况下，利用消费者直接（consumer direct,CD）通路来接触及传送货品和服务给客户。主要通路包括直接信函、型录、电话推销，电视购物、小的售票亭、网路和汽车广告。直效行销是互动是行销系统，利用一种或多种媒体影响任何地区可衡量的回应或交易。特别是在电子行销中正快速成长。[编辑] 关系营销（RELATIONSHIP MARKETING）在很多情况下，公司并不能寻求即时的交易，所以他们会与长期供应商建立顾客关系。公司想要展现给顾客的是卓越的服务能力，现在的顾客多是大型且全球性的。他们偏好可以提供不同地区配套产品或服务的供应商，且可以快速解决各地的问题。当顾客关系管理计画被执行时，组织就必须同时注重顾客和产品管理。同时，公司必须明白，虽然关系行销很重要，但并不是在任何情况下都会有效的。因此，公司必须评估哪一个部门与哪一种特定的顾客采用关系行销最有利。[编辑] 燎原式行销由江亘松在＜你的行销行不行＞提出「燎原式行销」的重点在於，以自己强大的财力为基础，先采取竞争对手无法跟随并获利的低价策略，逼迫市场竞争者纷纷退出并且树立警告指标不让其他潜在业者轻易越矩，这样在下一个不怕死的竞争者出现之前，就可以创造一个无竞争者的独占市场。[编辑] 绿色营销[编辑] 社会营销[编辑] 营销社团[编辑] 市场调研市场调研又称营销调研，指企业在市场营销决策过程中，需要系统客观收集和分析有关营销活动的信息所做的研究。营销调研活动涉及到产品，广告，促销渠道选择，竞争者等诸多方面。[编辑] 营销理论的新发展病毒式营销关系营销数据库营销网络营销国际营销绿色营销服务营销过程营销收益管理Marketing is an ongoing process of planning and executing the marketing mix (Product, Price, Place, Promotion) for products, services or ideas to create exchange between individuals and tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market , marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to good marketing must be able to create a "proposition" or set of benefits for the end customer that delivers value through products or specialist areas include:advertising and brandingcommunicationsdatabase marketingdirect marketingevent organizationfield marketingglobal marketinginternational marketinginternet marketingindustrial marketingmarket researchpublic relationsretailingsearch engine marketingmarketing strategymarketing planstrategic managementExperiential marketingSocial Influence MarketingContents [hide]1 Introduction2 Concept of Marketing3 Two levels of marketing4 Four Seven Ps5 Four New Ps6 Steps in product design7 Requirements of good Forms of packaging8 Significance of a trademark9 Brands10 Factors influencing Steps to determine price11 Distribution (Place) Reasons for direct selling Reasons for indirect selling Reasons for using Reasons for bypassing Ways of bypassing Agents12 Marketing Functions and advantages of successful Requirements of a good Eight steps in an advertising Personal Sales Marketing Public Relations (MPR)13 Customer focus14 Product focus15 See also16 Related lists17 References[edit] IntroductionA market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Once a marketer has converted the prospective buyer, base management marketing takes over. The process for base management shifts the marketer to building a relationship, nurturing the links, enhancing the benefits that sold the buyer in the first place, and improving the product/service continuously to protect the business from competitive a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers or Shoppers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on insights from marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive American Marketing Association (AMA) states, "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."[1]Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture.[edit] Concept of MarketingMarketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. “Value” is worth derived by the customer from owning and using the product. “Competitive Advantage” is a depiction that the company or its products are each doing something better than their competition in a way that could benefit the is focused on the task of conveying pertinent company and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected goal of marketing is to build and maintain a preference for a company and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: “Product Marketing”, “Corporate Marketing”, and “Marketing Communications”. [2][edit] Two levels of marketingStrategic marketing: attempts to determine how an organization competes against its competitors in a market place. In particular, it aims at generating a competitive advantage relative to its marketing: executes marketing functions to attract and keep customers and to maximize the value derived for them, as well as to satisfy the customer with prompt services and meeting the customer expectations. Operational Marketing includes the determination of the porter's five forces[
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营销策略论文英语的参考文献
一份文献是什么意思。
2、（美）约翰.A.昆奇著，吕一林译，?市场营销管理—教程与案例?北京.北京大学出版社，2000 3、查尔斯.戴克著，李圣贤译宝洁的观点内蒙古.内蒙古人民出版社1999 4、JamesAFitzsimmons著，张金成范秀成译，《服务管理》，北京.机械工业出版社2000 5、等著，张金成等译，《互动服务营销》北京.机械工业出版社2000 6.菲利普??科特勒.营销管理[M].北京:中国人民大学出版社,2001
wikipedia "marketing" 有非常多的连结中英文都有Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to buy or sell goods or practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions, whose methods can be improved using a variety of relatively new is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the PsMain article: Marketing mixIn the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy, also at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion. * Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support. * Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, . time, energy, or attention. Methods of setting prices optimally are in the domain of pricing science. * Placement (or distribution): refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This third P has also sometimes been called Place, referring to the channel by which a product or service is sold (. online vs. retail), which geographic region or industry, to which segment (young adults, families, business people), etc. also referring to how the environment in which the product is sold in can affect sales. * Promotion: This includes advertising, sales promotion, publicity, and personal selling. Branding refers to the various methods of promoting the product, brand, or company.
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初中英语课堂策略研究论文
正所谓“好的开始，是成功的一半”，科学有效的课堂导入，是提高课堂教学质量的保证。因此初中英语教师在教学的过程中，一定要注意课堂导入的安排和选择。教师要根据教学思路的需要，根据教学内容的安排，依据学生的学习特点，进行综合处理，选择最优的导入方式。下文探讨初中英语课堂常用的两种导入方法。 一、说唱导入 课堂导入最基本的要求就是：要有趣味性，能够活跃课堂学习氛围。初中英语教师必须要从学生的兴趣出发，把学生的注意力充分吸引到学习任务中，才能够实现“寓教于乐”的目的，达到最佳的教学效果。 要达到这一目的，教师可以有很多选择，笔者认为利用英语说唱(chant)进行课堂导入就是比较有效的一种策略。所谓的“chant”其实也就是歌谣或韵律诗，也就是说初中英语教师在教学中，可以用简短的旋律和着同一种调子，把英语语言用节奏感很强的说唱形式表达出来。 例如，笔者在教有关“颜色”的内容时，就用“chant”来复习第一课时内容并作为第二课时的课堂导入。首先，在上课前先播放事先选择好的一首与课堂内容相关的“chant”，然后让学生边听边跟着节奏一起说唱： Colours，colours，calm colours， Blue is harmony, white is purity． Colours，colours，warm colours， Orange is joy，yellow is wisdom． Colours，colours，energetic and strong colours， Green is energy，red is power． Colours，colours， Let’s enjoy our life. Let’s enjoy the colourful world． 等课堂氛围形成之后，再导入教学内容。 利用“chant”进行课堂导入，能够调动学生的学习兴趣，减少学生学习的压力，同时，也能够拉近学生与英语之间的距离。当然，在选择这种导入方法的同时，教师一定要认真挑选好与课时内容相关的“chant”，避免“为chant而chant”这种现象的发生。 二、视听导入 采用“视听导入”的小策略，可以让导入更加明确、直观、鲜活，同时，也会使学生容易融入课堂的学习气氛中。我们所谓的“视听导入”主要是指在课堂上，先让学生观看一段与课时内容相关的视频材料，然后就视频材料内容进行讨论，最后再导入目标话题。 例如，笔者为了让学生能够更直观、更清晰地了解西方节日文化，就以“节日”为切入点，在教学中，导入“Thanksgiving Day”的视频材料，主要内容是一个家庭欢庆感恩节的情景。在学生观看之后，提问：“What were they doing?” 学生回答：“They were having a party to celebrate a festival．” 接着提问：“What did they do at the party?” 学生的学习热情被激发，纷纷依据视频材料内容给出不同的答案，课堂学习气氛很热烈。 最后笔者依据讨论内容导入本课话题：“It is a new festival for the US and we don’t have it in China．It is called Thanksgiving Day．And today we are going to talk about Thanksgiving Day．” 实践证明，在初中英语课堂教学中，让学生全身心专注于课堂，是保证课堂教学质量的关键。从心理学角度上看，注意力是人对一定对象的指向和集中的体现。当学生对某一事物高度注意时，就会对这一事物有更深刻的认识、更持久的记忆。因此，初中英语教师在课堂导入的选择上，必须选择能够抓住学生注意力，能够激发认知需要，形成学习期待，促进课堂参与的导入方法和手段。 “视听导入”具有形象生动、感染力强，容易引起学生的高度注意，能够充分激发学生的积极性和参与热情的优点。在上述的案例教学中，笔者就成功地抓住了学生的注意力，并能够巧妙地让学生参与到课堂教学中。当然，在采用这种方法的同时，教学需要注意控制好视频材料的长度，不宜过长，一般1分钟左右为宜。 总而言之，在初中英语课堂教学中，课堂导入是重要的一个教学环节，对课堂氛围的形成，对课堂教学的走向，对学生认知能力的提高，都有着直接的影响。因此，初中英语教师在教学中需要准确地把握教学的主旨，充分利用各种资源和手段进行课堂导入。 参考文献 ［1］万文君.例说英语写作活动课的创设［J］.黑龙江科技信息,2010(04). ［2］张秀丽.直观教学法在英语单词学习与记忆中的应用［J］.新课程(中学),2010(02). （责任编辑 周侯辰）
初中英语教学存在的问题与应对策略论文
在学习和工作的日常里，大家都经常接触到论文吧，借助论文可以有效提高我们的写作水平。那么，怎么去写论文呢？以下是我为大家收集的初中英语教学存在的问题与应对策略论文，希望能够帮助到大家。
新课程改革后，各种创新高效的教学法被应用在教学过程中，其中小组合作教学是十分受教师欢迎的一种高效英语教学法，教师会经常采用分组合作探究的教学方式来让学生对课堂问题进行讨论。
摘要：
英语在教学过程中注重的是对学生进行全方面的培养，其中，使学生具备听、说、读、写四项能力是英语教学的重要目标。但是目前我国的初中英语教学现状却并不尽如人意，存在较多问题，阻碍了英语教学的进步。为此，本文将在着重研究初中英语教学中所存在问题的基础上，就如何提高英语教学给出合理建议。
关键词：英语教学;初中英语;问题;建议
前言：
随着新课改的持续推进，初中英语教学更加注重知识与实践相结合，初中英语教学要在逐渐提高学生理论与实践能力的基础上，进一步提高其独立思维模式，改善应试教育体制，并需要加强学生的实践操作能力，使其知识运用技能能够得到同步提升。但在逐渐完善英语教学的过程中也存在各种各样的问题，本文将主要分析在英语教学中存在的问题，并针对这些问题提出应对策略。
1、初中英语教学所存在的问题
学生的主体作用不能充分体现：
在当前英语教学过程中，学生的主观能动性得不到充分发挥。在英语教学中，如果学生的需求得不到关注，那么就会严重影响学生的学习兴趣，并使师生的互动效果大打折扣。初中英语课堂教学中，兴趣才是最好的老师，初中生的生理和心理尚未完全成熟，在学习过程中，会偏向于自己感兴趣的科目。如果英语教学不能激发初中生的学习兴趣，那么他们就会在这门科目上缺乏前进的动力，致使学习成绩越来越差，更严重的则会形成恶性循环。所以教师要学会对英语教学过程进行课堂检验、反馈和调节，并针对学生出现的问题对症下药。因为学生才是学习的主体，只有学生积极思考，踊跃配合，课堂教学才是成功的。
教师的主导作用缺失：
现今的英语教学过程中倡导的是以学生为主体，但部分英语教师还存在着在教学中以知识灌输为主，并不注重对学生的激发和引导。教师对于教材过度依赖，一味的采取照本宣科式的教学方法，把具有多样性、开放性的知识点讲成一种固定模式，使学生缺少思考的过程，过于依靠死记硬背来获取知识，如此一来会导致学生掌握的知识只是各种知识点的叠加，达不到融会贯通的效果。尤其是英语教学，如果不了解外国的风俗习惯，不深入的掌握国外国情，那么在以后的语言交流中还会闹出大笑话。
避免形式主义的教学手法：
新课程改革后，各种创新高效的教学法被应用在教学过程中，其中小组合作教学是十分受教师欢迎的一种高效英语教学法，教师会经常采用分组合作探究的教学方式来让学生对课堂问题进行讨论。但在英语教学过程中，并不是每个问题适合进行小组探讨。但一些英语教师由于不够深入的.了解此种教学方法，在教学过程中会让学生针对一些浅显易懂的问题进行讨论，这种为讨论而讨论的形式主义教学十分不可取。这种教学做法虽然表面上似乎带动了课堂气氛，然而其实际上却忽视了学生上课的根本目的，而课堂形式大于教学内容的教学方式，对学生来说无疑是一场灾难。
2、初中英语教学中的有效策略
教师要做好备课工作，提高英语课堂教学质量：
教师在备课时应根据本班级同学的兴趣爱好，有针对性的对教材进行加工提炼，再通过合理的方式加以组合，使学生产生学习兴趣。对教材的讲解，教师不能只停留在课本表面，而应该更深层次的去挖掘英语课文背后的民俗习惯、风土人情。最重要的是教师一定要引发学生的思考，注重对其理解能力的培养，如果碰到学生感兴趣的事物，更要做到循循善诱。当然，除了把教学内容按照类别、难度划分之外，还要把学生接受知识能力考虑在内，这样才能兼顾成绩不一样的学生在接受新知识时，能够有梯度的理解接受新知识点。比如：教师可以先让学生预习并根据上课内容布置相关的英文对话小练习、英文对话短剧等，让学生融入课堂，然后教师再根据同学们的表演讲述相关背后的语句表达，风土人情，以此来吸引学生的注意力。
丰富课堂英语授课形式，营造英语教学气氛：
要想让学生产生浓厚的英语学习兴趣，单一的灌输式教学方式是远远不够的，让课堂变得活泼、生动、有吸引力才能使学生产生学习兴趣。从一定程度上来说，学生的大部分学习兴趣都源自于教师的主观努力与培养。所以，为了有效提高初中生的英语学习兴趣，课堂上的教学形式必须丰富起来，这就要求英语教师在授课的设计上做到教与学的有机统一，比如在英语语法教学中，教师可以和同学们一起将语法知识点写在一张大白纸上，然后将这张白纸按照知识点的分类裁剪成若干份，来做拼图游戏，让同学们在讨论中把英语语法完整的拼凑出来。通过这样的教学方式，不仅可以让学生在娱乐中记忆语法，还能让学生发挥自身的主观能动性，营造轻松愉悦的课堂学习氛围。
减轻英语课堂的课业负担，提高自身的素质能力：
目前，迫于应试成绩带来的压力以及家庭带来的初中升高中的升学压力，初中生在课上课下的学习压力都成倍递增，因此减轻学生的课业压力势在必行，让学生能够在课上就掌握重点，缓解课后的学习负担是英语教学需要考虑的重要问题之一。这就对教师的课堂教学水平有严格要求，教师应利用有效时间对知识点进行精讲，对应知识点重点、难点一定要讲透，要面面俱到，有的放矢。比如：教师可以在讲完知识点后，组织学生自己概括主要内容，形成良性竞争机制，以此来鼓励学生们对重点知识的强化。
结语：
总而言之，英语作为一门基础性学科，极具实用性。英语教师要根据自身的教学经验，不断探索出切实可行的教学策略。除了教师采取合适的教学策略外，学生也要端正学习英语的态度，培养良好的英语学习习惯。通过教师与学生的共同努力，英语教学质量势必会有一个质的飞跃。
参考文献
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[2]付爱萍.探讨初中英语课堂教学的问题及策略[J].基础教育研究,2013,18:34-35.
[3]丁薇,汪小漫,吴晓威.初中英语课堂教学问题与解决策略[J].中小学教师培训,2016,04:73-75.