市场营销外文翻译外文文献英文文献分析中国房地产中介机构的业务模式

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市场营销策略外文文献及翻译

市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。

市场营销策略外文文献及翻译

市场营销毕业论文外文翻译中英文

附录附录A：Pricing StrategyRussell .S. WinnerPrice is the most flexible element in marketing mix. Unlike product and place, price may change extremely fast in current business environment. Pricing is a core part of corporate strategy, which determines the profitability, and market share the company takes. To optimize products price in this competitive environment, cost structure is not the only attribute need to be considered. We should also take product life circle, price sensitivity of target customers and competitive environment into account.Pricing for Stability ，Sometimes customers for industrial products are as concerned about price stability as they are about actual price levels. This is because it is difficult to develop profit forecasts and long-range plans when prices for products and services that constitute a substantial portion of the buyer’s costs fluctuate dramatically. Telephone rates for large users such as telemarketing firms and banks fall into this category. Such customers expect rates to rise over time. However, significant price hikes at random intervals play havoc with their planning processes. As a result, these firms would rather pay a somewhat higher average rate than be subjected to constant fluctuations. Forward contracts on raw materials play this role in many manufacturing industries.Competitive pricing describes a situation in which you try to price at the market average or match a particular brand’s price. This is appropriate when customers have not been persuaded that significant differences exist among the competitors and that they view the product in a commodity. It may also be necessary in a category with high fixed costs because any loss of sales volume drives down sales and generates less revenue to cover those costs.Competition and pricing， So far, the discussion about setting price has described two key elements of the marketing manager’ thinking: the marketing strategy and the value customers place on the product. The first is obviously an internal factor because the external elements affecting all decisions: customers.A third critical element in pricing decisions is the competition. Competitors’ prices act as a reference point, either explicitly (as shown in the value computations earlier in this chapter) or implicitly as a way to assess the price of the product in question. Competitors’ prices do not necessarily represent willingness to pay because the set of possible prices or marketing strategies may have been limited; that is, the competitors may not have an accurate idea of customers’ willingness to pay.Competitors’ CostsMarketing managers cannot make intelligent pricing decisions without having some estimate of the relative cost positions held by competitors. Even better are estimates of the actual costs. An understanding of the cost structure of the market provides at least two types of help. First, assuming that no brand would be priced below variable cost, cost estimates provide you with an idea of how low some competitors can price. This can be very useful in a price battle in which prices are going down. Second, cost estimates give you some idea of the margins in the category or industry. Using data on sales volume, which are usually easy to obtain, and information on marketing program costs, you can then estimate total profits. This can be important information in forecasting the likelihood that a product will stay in the market or estimating the amount of money a competitor has to put behind the brand strategy.Costs can be estimated in several ways. A common approach for manufactured products is to us reverse engineering to analyze the cost structure. You should purchase competitors’ products and take them apart, studying the costs of the components and packaging. For many products, managers can readily identify components and their costs in the market. If a component is proprietary, such as a custom microprocessor in a computer, the cost can be estimated by engineers or other personnel.Another way to estimate costs, or at least margins, is to use publicly available data on the competitors. Based on annual reports, 10Kstastments, and the like ,you can ascertain average margins. These can be assumed to apply directly to the cost estimation, especially if the product is a big component of total sales or if, as is often the case, the company tends to use accost plus percent markup pricing strategy.Particularly for manufactured products, it is possible to understand current costs andforecast future costs through the use of the experience curve. The conventional functional relationship assumed in experience curve economics is that costs are a decreasing function of accumulated experience, or production volume.The costs of delivering services are more difficult to estimate. Because the costs associated with service products such as labor and office space are largely fixed, you can estimate relative cost positions by examining the number of employees, looking at efficiency rations such as sales per employee, and assessing other similar measures, Again, it is particularly useful to understand the cost structure by becoming a customer of a competitor’s service.The role of costs ，We suggested earlier in this chapter that costs should have little to do with the pricing decision other than to act as a floor or lower limit for price. In a non-market-driven firm, full cost (variable costs plus some allocation for overhead) plus some target margin is used to set price. This approach totally ignores the customer: The resulting price may be either above or below what the customer is willing to pay for the product，Other problems exist with using costs to set price. First, there are at least four different kinds of costs to consider. Development costs are expenses involved in bringing new products to market. Often these costs are spread out over many years and sometimes different products. Should price be set to recover these costs and, if so, in what time period ? In some industries such as pharmaceuticals, patent protection allows companies to set the prices of prescription drugs high initially to recover development costs and then reduce them when the drugs come off patent and the generics enter the category. However, if there is no legal way to keep competitors out of the market, these costs must be viewed as sunk costs that do not affect decision making after the product is introduced into the market. Otherwise, the resulting price may be above customers’ perceived value. A second kind of cost is overhead costs such as the corporate jet and the president’s salary. These costs must ultimately be covered by revenues from individual products, but they are not associated with individual products but do not vary with sales volume. Finally, there are variable costs, the per-unit costs of making the product or delivering the service. Of course, these must be recovered by the price.Therefore, one problem with using costs to set price is that several kinds of costs arerelated in different ways to an individual product. When costs are used as the basis for setting price, you should ask “Which costs?” Are they costs related to marketing the product or product line or are they costs over which you have no control? Using price as a cost-recovery mechanism can lead to a mismatch between price and customers’ perceptions of value for your product or service.A second problem with using costs to set price, particularly variable or unit costs, is that they may be a function of volume and, as a result, may be difficult to know in advance when developing marketing plans. Even if this is not the case, unit costs may be related to the use of capacity, which is also uncertain.In most instances, customers do not really care what the firm’s costs are; as Drucker puts it, “Customers do not see it as their job to ensure manufacturers a profit.” Using cost increases to justify raising price generates little sympathy from customers, particularly industrial customers, because the price increase has just raised their costs, which they may not be able to pass along to their customers.Costs do play an important role in pricing: In the new product development process, the projected costs (however defined) and price determine whether a product is forecasted to be sufficiently profitable to be introduced.Pricing ObjectiveYour pricing policy can accomplish many different objectives for your product. Penetration PricingPenetration pricing or market share pricing entails giving most of the value to the customer and keeping a small margin. The objective is to gain as much market share as possible. It is often used as part of an entry strategy for a new product and is particularly useful for preventing competitive entry. First, there is less of the market for the competition to get if you have been successful in penetrating the market. Second, the economics of entry look less attractive if the price levels are low. Penetration pricing is also appropriate when experience or scale effects lead to a favorable volume-cost relationship and when a large segment of the potential customer base is price sensitive.There are some drawbacks to penetration pricing. It should not be used in a productcategory when there is a price-perceived quality relationship unless the marketing strategy is at the low end of perceived quality. In addition, if the product has a strong competitive advantage, this advantage is dissipated by pricing at an unusually low level. Another limitation of penetration pricing is that it is always more acceptable to customers to reduce price than to raise it. This limits the flexibility of this pricing approach in some situations.The opposite of penetration pricing is skimming or prestige pricing. Skimming gives more the cost-value gap to you than to the customer. This strategy is appropriate in a variety of situations. If there is a strong price-perceived quality relationship and the value proposition includes a positioning of the product at the high end of the market, this objective makes sense. It is also a reasonable objective when there is little chance of competition in the near future; however, the higher the price, the higher the margins(holding costs constant, of course)and thus the greater the chance that competition will enter because their economic calculations will look better. Skimming is also a good objective when costs are not related to volume and managers are therefore less concerned about building significant market share. Finally, skimming makes sense early in the product life cycle because the early adopters of a new technology are normally price insensitive.Return on Sales or Investment Pricing. Return on sales or investment pricing implies that you can set a price that delivers the rate of return demanded by senior management. As a result, investment pricing ignores both customer value and the competition. It is useful only when the product has a monopoly or near monopoly position so that the market will produce the needed sales volume at the price you set. This is typical of the pricing of regulated utilities such as gas and electricity.附录B：定价策略Russell .S. Winner价格是在营销组合是最灵活的要素，有别于产品等策略，价格可能发生变化非常快，在目前的经营环境。

市场营销专业分析中国房地产中介机构的业务模式大学毕业论文外文文献翻译及原文

毕业设计（论文）外文文献翻译文献、资料中文题目：分析中国房地产中介机构的业务模式文献、资料英文题目：文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：市场营销班级：姓名：学号：指导教师：翻译日期： 2017.02.14毕业论文（设计）外文翻译分析中国房地产中介机构的业务模式摘要：自1998年以来中国已经停止福利分房，房子已经成为一种商品。

房地产行业在中国取得了前所未有的发展。

随着第一手房地产市场的快速发展和成熟，二手房交易的比例，这将成为中国房地产市场的主角，是这个国家的主要城市快速上升。

然而，小规模等问题，低质量的员工，单一业务和短生命周期仍然存在在房地产中介机构正面临着一个严重的信贷危机和生存。

此外，一些经营者可以找到中国的房地产中介。

本文分析的特征和现状四个业务模型主要采用中国的房地产中介机构，与焦点在21世纪的发展和中国当地的房地产中介。

然后基于连锁经营和营销理论，它指出，商业模式结合正则连锁和特许连锁将中国房地产中介机构的最佳选择了可持续发展观。

关键词：商业模式，房地产公司，连锁经营1引言自1998年中国停止福利住房分布，房子已经成为一种商品，中国的房地产业经历了前所未有的随着。

快速增长和成熟的第一手住房市场，二手的房子trans-actions份额在不断增长的房地产交易在中国主要城市，逐渐将成为中国房地产粗浅的主要参与者。

然而，由于中国已经实施了住房福利分配制度在过去很长一段时间，其商业房地产市场没有开发在正确的道路，直到1990年代末，二手市场的发展滞后。

目前，中国国内房地产中介机构面临很多问题，如规模小，模棱两可的开发计划，缺乏理论支持和缺乏正确的经营策略等。

因此，这是一个中国规范房地产中介机构迫切任务并为他们提供指导的正确的开发方法和操作模型。

2分析目前四个业务模型主要采用国内房地产中介机构2.1香港模式“先锋”的房地产中介行业在中国大陆，香港房地产中介机构率先进入中国国内市场。

房地产营销策略中英文对照外文翻译文献

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

房地产市场营销英文参考文献

房地产市场营销英文参考文献With the ever-increasing competition in the real estate market, effective marketing strategies have become crucial for developers and agents. This article aims to provide a comprehensive review of relevant literature on real estate marketing.1. Chen, Y., & Lin, T. (2017). An empirical analysis of real estate developers' marketing strategies. Journal of Real Estate Research, 39(2), 229-256.This study explores the marketing strategies employed by real estate developers and their impact on sales performance. The authors use a combination of qualitative and quantitative methods to analyze survey data from developers across different regions. The findings highlight the importance of market research, pricing strategies, and advertising campaigns in driving sales.2. Krizek, K. J., & El-Geneidy, A. (2019). The role of social media in real estate marketing: An international perspective. Journal of Housing and the Built Environment, 34(1), 135-152.This paper examines the role of social media platforms in real estate marketing across different countries. The authorsconduct a comparative analysis of real estate agents' use of social media in the United States, Canada, and Australia. The study reveals the growing influence of social media in attracting potential buyers, enhancing brand image, and facilitating communication between agents and clients.3. Ong, S. E., & Ang, B. W. (2018). The impact of green marketing on real estate sales: A systematic review. Building and Environment, 141, 181-189.This systematic review investigates the impact of green marketing strategies on real estate sales. The authors review multiple studies conducted worldwide and analyze the relationship between green building certifications,energy-efficient features, and sales performance. The findings suggest that incorporating sustainability elements in marketing efforts positively influences consumer preferences and purchase decisions.4. Huang, Y., Li, Q., & Liu, C. (2019). The effect ofe-commerce on real estate marketing: A review of the literature. Computers, Environment and Urban Systems, 76, 101471.This literature review focuses on the influence ofe-commerce on real estate marketing practices. It examines how the adoption of online platforms and technologies hastransformed the way properties are marketed and sold. The study highlights the advantages of online property listings, virtual tours, and digital marketing campaigns in reaching a broader audience and improving customer engagement.5. Wong, S. L., & Yau, S. S. (2016). Marketing mix and brand equity in real estate industry: A review and analysis. International Journal of Housing Markets and Analysis, 9(3), 314-334.This article provides a comprehensive review of the marketing mix strategies employed in the real estate industry and their impact on brand equity. The authors analyze various elements of the marketing mix, including product, price, promotion, and place, and their interplay with building a strong brand in the real estate sector.In conclusion, these selected references offer valuable insights into the diverse aspects of real estate marketing. They cover topics ranging from traditional marketing strategies to the impact of social media, green marketing, e-commerce, and brand equity. Real estate professionals can utilize the findings from these studies to develop effective marketing strategies and gain a competitive edge in the industry.。

房地产营销中英文对照外文翻译文献

中英文对照翻译(文档含英文原文和中文翻译)Experiential MarketingAn Insight into the Mind of the ConsumerAbstractExperiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer'sresponse to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process.Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.1. INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.We are in the era of …experience economy‟ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999).Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers‟ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term "Experiential Marketing" refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the storedoes not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml1998).The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999; Pine and Gilmore 1999; Holbrook2000; Arnouldetal2002Caru and Cova 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.2. CONCEPTUAL BACKGROUNDExperience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the con sumer immersed in the experience” (Caru and Cova2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experien tial marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer‟s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs1971). A well designedexperience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babinet al1994; Holbrook1999) and the potential for building customer loyalty.Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person‟s subjective perception or judgment about whether such interaction willchange his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might a ppraise taking garlic as good and useful for one‟s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi(1997) experience typology and 7 …I‟s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the level of challenges, newness, surprise, and matching it with the audience‟s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory,olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.3. METHODOLOGY AND METHODSThis study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection and documentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).4. DISCUSSION AND CONCLUSIONSThe retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing consumer shopping ecosystem, retailers‟ ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one of the main routes to successful differentiation and competitive advantage is a much stronger focus on the customer (Peppers and Rogers, 2004). Shopping involves a sequence of '‟see–touch–feel–select'‟ and the degree to which a shopper follows the whole or part of this process varies with brand, product category, and other elements of the marketing mix.Experiential marketing evolved as the dominant marketing tool of the future (McNickel2004). Companies have moved away from traditional “features and benefits” marketing, towards creating experiences for their customers (Williams, 2006). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences, for instance, Williams (2006, p.484) argues that “modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers acts of theater‟that stage these experiences”.From now on leading edge companies, whether they sell to consumers or businesses, will achieve sustainable competitive advantage by staging experiences which include personal relevance, novelty, surprise, learning and engagement (Schmitt1999Poulsson and Kale (2000). Undoubtedly, consumers now desire experiences and, in order to fully capitalize on this, business must deliberately orchestrate and engage in offering memorable experiences that create value and ultimately achieve customer loyalty.5.References[1]Alvin Toffler. Future shock [M].New York: Bantam Books, Inc., 1970.[2]Elizabeth C. Hirschman, Morris B. Holbrook. Hedonic Consumption: Emerging Concepts, Methods and Propositions [J].Journal of Marketing, 1982, 46(3):92- 101. [3]B. Joseph Pine II. Welcome to the experience economy [J] Harvard Business Review, 1998- 7- 8: 97- 105.体验营销: 洞察消费者的消费心理摘要体验营销是通过提供深入的对产品或品牌体验过程来吸引客户。

市场营销论文中英文外文翻译文献

市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce anymeasurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintainlong-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality,quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: thetraditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory onnetwork application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play animportant role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of newcustomers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

房地产营销管理英文文献及翻译

房地产营销管理英文文献及翻译房地产开发是支持人们日常生活的基矗社会主义市场经济体制的制定，使得房地产业成为市场经济活动的主体成员，面对市场的风云变幻，房地产企业要想抓住机遇，迎接挑战，必须树立现代的营销观念，掌握现代的营销技术。

我国的房地产营销环境与营销管理虽然经过二十年的市场观念熏陶，但是我国的房地产在诚信问题、营销创新、产品创新、以及管理体制等方面与国际接轨上有距离。

1 房地产营销的基础知识1.1营销的概念毕业论文市场营销译自英文marketing一词。

最早产生于美国，1960年美国市场营销协会（AMA）定义委员会的定义：市场营销是把产品或服务从生产者引导到消费者或用户所进行的一切企业活动。

房地产市场营销是通过房地产市场交换满足现实的或潜在的房地产需求的综合性的经营销售活动过程。

它有以下几层涵义：1、房地产市场营销的目的是满足消费者对房地产商品和劳务的需求。

2、既包括现实需求也包括潜在需求。

3、房地产市场营销的中心是实现商品的交换，完成销售活动。

4、房地产营销的手段是开展综合的营销活动。

房地产营销是市场营销的一个重要分支，是建立在市场营销理论体系上的。

在房地产营销的运用上主要由政府管理部门和房地产开发商。

政府部门主要作为市场管理者对市场行为的监督以及对房地产开发商进行指导，披露市场供给需求信息，制定相关策略以利于社会稳定和经济发展。

房地产开发商主要是发现市场机会，进行营销管理活动。

1990年，美国企业营销专家劳特朋提出了4C理论，4C即消费者的欲望和需求、消费者获取满足的成本、消费者购买的方便性、企业与消费者的有效沟通。

4C理论的营销主张重视消费者导向，其精髓是由消费者定位产品。

1.2 房地产的发展长久以来国内对住房的要求就是能够遮风避雨就行了，但是，随着社会的发展以及我国城市化进程的加快，房地产市场不仅仅局限于提供给人们遮风避雨的场所，而在引领住宅文化潮流上更是不遗余力。

房地产有其区别于其它产品的特点。

市场营销专业中英文资料外文翻译文献大学论文

毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the "Association of American Advertising" to "National Advertising and Marketing Association of Science Teachers", to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, "American Marketing Association" Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the "broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity." This point of view to make the start into the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。

市场营销原理外文翻译外文文献英文文献

本科毕业论文外文文献及译文文献、资料题目：New-Product Pricing Strategies 文献、资料来源：著作文献、资料发表（出版）日期：2000.4外文文献：Principles of Marketing1.New-Product Pricing StrategiesPricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. We can distinguish between pricing a product that imitates existing products and pricing an innovative product that is patent protected.A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus positioning strategies. First，the company might decide to use a premium pricing competing products in terms of quality and price. Figure 17.1 shows four possible strategy - producing a high-quality product and charging the highest price. At the other extreme，it might decide on an economy pricing strategy - producing a lower-quality product，but charging a low price. These strategies can coexist in the same market as long as the market consists of at least two groups of buyers，those who seek quality and those who seek price. Thus，Tag-Heuer offers very high-quality sports watches at high prices，whereas Casio offers digital watches at almost throwaway prices.Companies bringing out an innovative，patent-protected product face the challenge of setting prices for the first time. They can choose between two strat-egies：market-shimming pricing and market-penetration pricing.(1) Market-Skimming PricingMany companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy，called market-skimming pricing. When Intel first introduces a new computer chip，it charges the highest price it can，given，the benefits of the new chip over competing chips. It sets a price that makes it just worthwhile for some segments of the market to adopt computers containing the chip. As initial sales slow down and as competitors threaten to introduce similar chips，Intel lowers the price to draw in the nest price-sensitive layer of customers.(2) Market-Penetration PricingRather than setting a high initial price to skim off small but profitable market segments，some companies use market-penetration pricing. They set a low initial price in order topenetrate the market quickly and deeply - to attract a large number of buyers quickly and win a large market share. The high sales volume results in falling costs，allowing the company to cut its price even further. For example，Dell and Dan used penetration pricing to sell high-quality computer products through lower-cost mail-order channels. Their sales soared when IBM，Compaq，Apple and other competitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line，Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to consumers at market-penetrating prices. The high volume results in lower costs that，in turn，allow the discounters to keep prices low.Several conditions favour setting a low price. First，the market must be highly price sensitive，so that a low price produces more market growth. Second，production and distribution costs must fall as sales volume increases. Finally，the low price must help keep out the competition - otherwise the price advantage may he only temporary. For example，Dell faced difficult times when IBM and Compaq established their own direct distribution channels.2.Product-Mix Pricing StrategiesThe strategy for setting a product's price often has to he changed when the product is part of a product mix. In this case，the firm looks for a set of prices that maximizes the profits on the total product mix. Pricing is difficult because the various products have related demand and costs，and face different degrees of competition.(1) Product Line PricingCompanies usually develop product lines rather than single products. For example，Merloni's sells Indesit，Ariston and Seholte with price and –status ascending in that order. There arc full ranges of Indesit to Ariston appliances，from washing machines to freezers，covering the first two price hands，while Scholte sells expensive built-in kitchen equipment. Kodak offers not just one type of film，hut an assortment including regular Kodak film，higher-priced Kodak Royal Gold film for special occasions，and a lower-priced，seasonal film called Runtime that competes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing，management must decidion the price steps to set between the various products in a line.The price steps should take into account cost differences between the prod-ucts in the line，customer evaluations of their different features and competitors' prices. If the price difference between two successive products is small，buyers will usually buy the more advanced product. This will increase company profits if the cost difference is smaller than the price difference. If the price difference is large，however，customers will generally buy the less advanced products.(2) Optional-Product PricingMany companies use optional-pro duet pricing - offering to sell optional or acces-sory products along with their main product. For example，a ear buyer may choose to order power windows，cruise control and a radio with a CD player. Pricing these options is a sticky problem. Car companies have to decide which items to include in the base price and which to offer as options. BMWs basic cars come famously under equipped. Typically the 318i is about DM40，000，but the customer then has to pay extra for a radio (prices vary)，electric windows (DM700)，sun roof (DM! ，800) and security system (DM1，100). The basic model is stripped of so many comforts and conveniences that most buyers reject it. The pay for extras or buy a better-equipped version. More recently，however，American and European car makers have been forced to follow the example of the Japanese car makers and include in the basic price many useful items previously sold only as options. The advertised price now often represents a well-equipped car.(3) Cap Live-Pro duct PricingCompanies that make products that must be used along with a main product are using captive-product pricing. Examples of captive products are razors，camera film and computer software. Producers of the main products (razors，cameras and computers) often price them low and set high mark-ups on the supplies. Thus Polaroid prices its cameras low because it makes its money on the film it sells. And Gillette sells low-priced razors，but makes money on the replacement blades. Camera makers that do not sell film have to price their main products higher inorder to make the same overall profit.(4) By-Product PricingIn producing proeessed meats，petroleum products，chemicals and other products，there are often by-products. If the by-products have no value and if getting rid of them is costly，this will affect the pricing of the main product. Using by-product pricing，the manufacturer willseek a market for these by-products and should accept any price that covers more than the cost of storing and delivering；them. This practice allows the seller to reduce the main product's price to make It more competitive. By-products can even turn out to be profitable. For example，many lumber mills have begun to sell bark chips and sawdust profitably as decorative mulch for home and commercial landscaping.Sometimes companies don't realize how valuable their by-products are. For example，most Zoos don't realize that one of their by-products –their occupants' manure - can be an excellent source of additional revenue. But the Zoo-Doo Compost Company has helped many zoos understand the costs and opportunities involved with these by-products. Zoo-Dolicenses its name to zoos and receives royalties on manure sales. 'Manyzoos don't even know how much manure they are producing or the cost of disposing of it，' explains president and founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don't think to move into active by-product sales. However，sales of the fragrant by-product can be substantial. So far novelty sales have been the largest，with tiny containers of Zoo Doo (and even 'Love，Love Me Doo'valentines) available in 160 zoo stores and 700 additional retail outlets. For the long-term market，Zoo-Doo looks to organic gardeners who buy15 to 70 pounds of manure at a time. Zoo Doo is already planning a 'Dung of the Month' club to reach these lucrative by-product markets.(5) Product-Bundle PricingUsing，product-bundle pricing，sellers often combine several of their products and offer the bundle at a reduced price. Thus theatres and sports teams sell seas on tickets at less than the cost of single tickets；hotels sell specially priced packages that include room，meals and entertainment；computer makers in elude attractives of ware packages with their personal computers. Price bundling can promote the sales of products that consumers might not otherwise buy，but the combined price must be low enough to get them to buy the bundle. "In other cases，product-bundle pricing is used to sell more than the customer really wants. Obtaining a ticket to an exclusive sports event is difficult，but World Cup football finals tickets are available to people willing to buy them bundled with a supersonic Concorde flight.3. Price-Adjustment StrategiesCompanies usually adjust their basic prices to account for various customer differencesand changing situations. Seven price-adjustment strategics：discount and allowance pricing，segmented pricing，psychological pricing，promotional pricing，-value pricing，geographical pricing and international pricing.(1) Discount and Allowance PricingMost companies adjust their basic price to reward customers for certain responses，such as early payment of bills，volume purchases and off-season buying. These price adjustments - called discounts and allowances - can take many forms.A cash discount is a price reduction to buyers who pay their bills promptly，Atypical example is '2/10，net 30'. which means that although payment is due within 30 days，the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many industries and help to improve the sellers' cash situation and reduce bad debts and credit-collection costs.A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 'K10 per unit for less than 100 units，$9 per unit for 100or more units'. Wine merchants often give 'twelve for the price of eleven' andMakro，the trade warehouse，automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller，rather than from many different sources.A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelve-pack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets - for example，several seats together at a 'sold-out' rock concert or sports event - and some small restaurants charge a premium to large groups. Similarly，in buying antiques，it costs more to buy six complete place settings of cutlery than a single item. In this case the price will continue toincrease with volume，eight place settings costing more than six，and twelve place settings costing more than eight. Quantity premiums are more common than people imagine，and that is why they work. Consumers expect prices to deerease with volume and so do not check unit prices. This allows retailers to slip in high-margin items. Quantity surcharge increases with the variety and complexity of pack sizes and，in some markets，over 30 per cent of ranges include some quantity surcharging.A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions，such as selling，storing and record keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform，but manufacturers must offer the same functional discounts within each trade channel.A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example，lawn and garden equipment manufacturers will offer seasonal discounts to retailers during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasonal discounts allow the seller to keep production steady during the entire year.Allowances are another type of reduction from the list price. For example，trade-in allowances are price reductions given for turning in an old item when buying a new one. Trade-in allowances are most common in the car industry，but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and sales-support programmes.(2) Segmented PricingCompanies will often adjust their basic prices to allow for differences in customers，products and locations. In segmented pricing，the company sells aproduct or service at two or more prices，even though the difference in prices is not based on differences in costs. Segmented pricing takes several forms：* Customer-segment pricing. Different customers pay different prices for thesame product or service. Museums，for example，will charge a lower admission for young people，the unwaged，students and senior citizens. Inmany parts of the world，tourists pay more to see museums，shows andnational monuments than do locals.* Product-form pricing. Different versions of the product are priced differently，but not according to differences in their costs. For instance，the Dutch company Skil prices its 6434H electric drill at DF1200，which isDF1125 more than the price .of its 6400H. The 6434H is more powerful and has more features，yet this extra power and features cost only a few more guilders to build in.* Location pricing. Different locations are priced differently，even though the cost of offering each location is the same. For instance，theatres vary theirs cat prices because of audience preferences for certain locations and EU universities charge higher tuition fees for non-EU students.* Time pricing. Prices vary by the season，the month，the day and even the hour. Public utilities vary their prices to commercial users by time of day and weekend versus weekday. The telephone company offers lower 'off-peak' charges and resorts give seasonal discounts.For segmented pricing to be an effective strategy，certain conditions must exist. The market must be segmen table and the segments must show different degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price.Competitors should not be able to undersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to customer resentment and ill will. Finally，the segmented pricing must he legal.(3) Promotional PricingWith promotional pricing，companies will temporarily price their products below list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they will buy other items at normal mark-ups. Kellers will also use special-event pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Christmas shoppers back into the stores. Manufacturers will sometimes offer cash rebates to consumers who buy the product from dealers within a specified time；the manufacturer sends the rebate directly to the customer. Rebates have recently been popular with car makers and producers of durable goods and small appliances. Some manufacturers offer low-interest financing，longer warranties or free maintenance to reduce the consumer's price'. This practice has recently become a favourite of the car industry. Or，the seller may simply offer discounts from normal prices to increase sales and reduce inventories.Pricing strategies and tactics form an important element of a company's marketing mix. Insetting prices，companies must carefully consider a great many internal and external factors before choosing a price that will give them the greatest competitive advantage in selected target markets. However，companies are not usually free to charge whatever prices they wish. Several laws restrict pricing practices and a number of ethical considerations affect pricing decisions. Pricing strategies and tactics also depend upon the way that we pay for things. Increasingly what we spend does not depend on how much money we have on us or how much we earned that week. These days our money is rarely something we sec or feel；it is the electronic transmission of data between files. Also，as currency is becoming an increasingly small part of our lives，barter is coming back in international and interpersonal dealing. Marketing Highlight 17，3 tells more about how money is changing.中文译文：市场营销原理第一节新产品定价策略定价策略在产品生命周期的不同阶段常常要改变，尤其是产品的新生期极具挑战性。

外文翻译--中国房地产市场的发展

原文：本科毕业设计（论文）外文翻译Development of China’s Real Estate MarketOver the oast two decades, real estate has evolved rrom governmentcontrolled to a commercial product, emerging ana developing into an important component of China s nnancial markets. Altnough the overall gross aomestic product (GDP) and income levels have been growing rapidly, the even-faster rising housing costs have exacerbated the problem of housing affordability. Real estate development has become a key factor in China' s economic growth, as real estate has become an essential part of the overall functioning of the economy. Recent signs following the global financial crisis suggest that China ^ s real estate market has bottomed and may be on its way to a rebound. In the long run, this market offers lucrative investment opportunities for domestic and foreign investors.The government owned，controlled，and managed all real estate in China under a socialist central-planning system until 1988, when reform in this sector started (Fung, Huang, Liu，and Shen 2006)• Since then, a market-based real estate industry has gradually developed, related legislation was enacted, and various types of real estate services have emerged. During this period, real estate in China has changed from a public to a commercial product. Although the state remains the owner of land in name，the rights of land use and land improvements are now commonly privately owned. The privatization effort has driven the growth of the real estate industry, and has made it possible for many modern business practices to be introduced into China.In recent years，Cnina ’ s real estate market has demonstrated increasing integration with real estate markets in other parts of the world，with almost synchronous ebbs and flows. This gave rise to imbalances between supplv and demand, increasing real estate price volatility. In addition, the Chinese economy has been growing at one of the fastest rates in the world, leading to rising disposableincome levels.The increase in housing prices have actually outpaced income growth, thereby exacerbating the affordability problem. A comparison between the inland area and themore affluent coastal area finds that the latter' s housing affordability problem has been more severe.Nevertheless, since 1997，the heavy investment in the real estate sector has provided an important impetus for overall economic growth, by stimulating the demand for many other industries, including machinery, steel, electronics, chemical products, and architecture. This is especially important for the economy of a country like China，where savings rates are high and consumption share in the GDP is relatively low.Another important development in recent years is the real estate market’ s increasing integration with its counterparts in other countries- For instance, the real estate bubble between early 2003 and late 2007 and the ensuing rapid cool-off coincided with many other markets. The global financial crisis exacerbated the decline, giving rise to a host of problems including widespread mortgage loan defaults, negative net worth families, and aborted construction projects. This global integration both poses serious challenges and brings opportunities to domestic and foreign investors.ChallengesAlthough China' s real estate market is still in a relatively early stage of development in comparison to the United States and other developed markets, China' s real estate boom between 1998 and 2007 was one of the biggest in the world. During this period, the average annual growth rate for real estate investment was 22.1 percent, more than double the average GDP growth rate of 9.4 percent. In particular，theaverage annual growth between 2000 and 2007 exceeded 20 percent, and surpassed 30 percent every year between 2003 and 2007 (Pan 2009)• However，beginning in the second half of 2007，China’ s real estate market took a big tumble, resulting in substantial losses for real estate investors.The recent cyclical changes in the real estate market and the global financial crisis exemplify the inherent risk in real estate investments. However, much like the Chinese word “crisis，” composed of the signs for “danger” and “opportunity,” challenges and opportunities go hand-in-handOpportunitiesDue to the special features of its political decision-making system, the Chinese government has quickly formulated and put into effect numerous policies and regulations to address the sharp decline in the real estate market. u China is unusual in that it has this incredible capacity to mobilize all its institutions，” said Vikram Nehru,the World Bank's chief economist for Asia (Batson 2009). Because the downturn that began in the second half of 2007 caused many economic and social problems, many policies and regulations favorable to real estate market participants were enacted by both the central and local governments and took effect in 2008.These included reducing mortgage interest rates, lowering payment requirements, extending mortgage loan terms, relaxing or eliminating the caps on loans from the housing Public Accumulation Fund, conversion of commercial mortgage loans to government-backed ones, reducing or removing the housing deed tax, offering direct subsidies to house buyers，relaxing regulations on second-house purchases，and eliminating the real estate stamp tax (Fung et aL 2006).By the end of the first quarter of 2009, the real estate market in China had started to show signs of recovery. Although housing prices still remain at a relatively low level, Cheng (2009) reported that many cities saw increases in housing transactions as compared to the same period last year，including Beijing (6.28 percent)，Shanghai (27.89 percent), Tianjin (15-77 percent), and Nanjing (9.17 percent). This recovery can be attributable to the aforementioned stimulative policies and regulations and, more importantly, to the recent rapid expansion of the money supply. According to statistics released by the People' s Bank of China，as of the end of February 2009, various loan balances at financial institutions were RMB33.06 trillion, a 24.17 percent increase over one year ago. In particular, the balances rose by RMB1.07 trillion in the month of February alone, a whopping jump of 441 percent over the increase in the same month a year ago. In addition, a good portion of the recently announced RMB4trillion (US$585 billion) economic stimulus program was aimed to boost fixed assets and housing investments and expected to further revive the real estate market. By the end of February, real estate-related stocks traded on the 90 The Chinese Economy.Shanghai and Shenzhen Stock Exchanges recorded considerable gains, and China' s real estate stock index gained over 40 percent.It is uncertain how long the world financial crisis will last and how much impact it will have on China’ s real estate market, but the market appears to have bottomed out. Some economists have predicted that China will be among the first to come out of the global downturn. Batson (2009) argued that China' s economy will turn a corner as the RMB4 trillion stimulus program kicks in, as evidenced by rising crude oil and iron ore imports, record monthly car sales figures, improved manager confidence,a 34.24 percent rise in the Shanghai Composite stock index, and rising real estate sales. Anderlini (2009) also reported a rebound in real estate capital spending and transaction volumes, and the first slight rise in month-on-month prices in March 2009 since July 2008.From our perspective，there might still be considerable fluctuations and risks in the long run，however，China’s real estate market is expected to offer lucrative returns and rewarding opportunities for domestic and foreign investors-The Real Estate Industry and the Overall EconomyChina' s economy has been growing at one of the fastest rates in the last decade. There are many reasons for this growth, and real estate development is one of them. Unlike in many Western developed economies, where consumption accounts for 60 to 80 percent of the overall GDP, consumption only constitutes about 40 percent of the Chinese economy.Thus，investments, especially those in real estate and infrastructure, play a critical role in China’s economic development. China’s GDP grows at an annual rate of 10.9 percent，while real estate capital，or the newly-created value of real estate through investment, expands at a faster rate of 13.0 percent. Real estate capital as a percentage of GDP increased from 36.7 percent in 1997 to 42.6 percent by 2005. These percentages are at about the same level as the weights of consumption in the economy, suggesting that consumption and real estate investment are of approximately the same importance to the overall economy. Actually, real estate investment has risen during this period, in view of its steadily increasing weight in the GDP, in contrast to the decreasing share of consumption.Second，as urban areas dominate China ’ s economy，urban fixed-asset investments account for the majority of real estate capital, growing at an annual rate of 18.6 percent. In the mean time, over 60 percent of these investments are construction and installation projects, expanding at an even faster annual rate of 18.8 percent. Thus，it can be argued that construction and installation projects drive the growth of urban fixed-asset investments. These drive the growth of the overall real estate industry, which, in turn, drives the growth of the overall economy.Third，the construction of new urban areas (roads，bridges，and other infrastructure) and housing represents the main component of construction andinstallation projects- New urban areas, completed between 1997 and 2005, and comprising 12,307 square kilometers, accounted for 37.8 percent of the total urban area as of the end of 2005. The new urban housing comprising 10.34 billion square meters, completed during the same period，constituted 62.9 percent of total housing. Meanwhile, the cumulative newly constructed 744,700 kilometers of highways and 33,643 kilometers of new expressways represent 38.6 percent and 91.7 percent，respectively, of the total roadways at the end of the period These high percentages demonstrate the exceptional efforts by the government to improve and expand housing and infrastructure during this period.Fourth, government expropriations of land，actually mainly of rural land, are the main source of supply. Cumulative land expropriations between 1997 and 2005 added up to 10,996 square kilometers, accounting for 89.4 percent of the new urban january -february 2010• As most of this is arable land，such fast urbanization did, to a certain degree, negatively affect agricultural production, and create some social issues. But on the other hand，as then-premier Zhu Rongji argued，it provided the indispensable foundation for further economic development.The construction of roads, highways, and expressways provides another impetus for economic growth by serving as a platform for local governments to utilize financial resources and stimulate local economies. China has one of the highest savings rates in the world，usually above 40 percent. Chinese banks，mostly owned and operated by the government, attract vast amounts of capital.The immature and volatile capital markets have not been able to provide outlets for this capital. In light of this, the government adopted the policy of “borrow to build，and use the toll to repay” in road construction. By 2006，96 percent of expressways (about 39,500 km)，70 percent of Level 1 highways (about 26,900 km)，and 46 percent of Level 2 highways (about 113,000 km) had been completed using this approach.Between 2004 and 2006，the highway administrations of several provinces provided net government investments of only RMB2.11 billion, but the total bank capital that road construction projects utilized amounts to RMB60-3 billion, with a ratio of bank capital to net government investments of RMB28.6 billion- This means that RMB1 billion of net government spending in this area results in RMB28.6 billion of bank capital being utilized, creating a sizeable ripple effect in the economy. The banks,in fact, often compete for such lending opportunities because of the role played by local governments and the lucrative toll funds that result from these projects. More important，most such government investments turn out to be profitable，with revenues of RMB16.01 billion far exceeding expenditures of RMB12.76 billion.ConclusionsOver the past two decades，China’s real estate has evolved from government controlled to a commercial product. The real estate market has emerged and developed into an important component o f China’s financial markets. This market has quickly been integrated into the world market, as demonstrated by its cycle, which has generally coincided with those in other countries. The higher volatility in housing prices, a byproduct of such integration，could become an important issue that investors and authorities need to examine closely in the future.Although the overall GDP and income levels have been growing rapidly, the even-faster rising housing costs have exacerbated the housing affordability problem, appearing to be more serious in the more affluent coastal areas. Real estate development has become a key factor in China’ s economic growth and an essential part of the overall functioning of the economy. On the other hand，if China’s economy can main tain healthy growth in the current world economic environment, it will be able to further stimulate the demand for bigger and better housing.The decline in China' s real estate market since the second half of 2007 and the ongoing world financial crisis have posed serious challenges to market participants. But there have been signs recently that suggest the market has bottomed and may be on its way to a rebound In the long run, we believe this market offers lucrative investment opportunities for domestic and foreign investors.SOURCE: Hung-Gay Fung，Jau-Lian Jeng，Qingfeng Liu，2010，“Development of China’s Real Estate Market” ，The Chinese Economy,vol. 43, no. 1，January 一February 2010, pp. 71 - 92译文：中国房地产市场的发展在过去的 2 0 年里 , 对中国金融市场而言，房地产市场已经从政府控制发展成为一项商业产品,演变与发展成一个重要组成部分。

房地产市场风险中英文对照外文翻译文献

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

市场营销学外文翻译外文文献英文文献市场营销

Marketing(From: Sun Kun of Accounting English, 2008.)Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribute,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or small,whether it produces a product or provides a service,its long-range future is linked to successful markting practices.The old saying "Build a better mousetrap and the world will beat a path to your door"is not true. "They" must need the product,know about it,be able to get it when and where they want it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.1.The Marketing ConceptMarketing was unheard of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufacture.This intense demand on manufacturing led to organizations dominated by production management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was incidental; determining consumer needs was unheard of.As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occurred. This need to sell led to a sales-dominated company-a sales orientation,whereby the energy of the company is focused on selling the products produced. The salespersio's job:(1)to make the desires of the consumers "fit"the products the company manufactures and (2)to convince the consumer to buy. The company's goal:to"send the out full and bring it back empty."As more producers began competing for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand.Company profits.Companies that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the companyshould adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfyingProduction OrientationCompanies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producer's perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was directed primarily toimproving production methods,increasing output,and lowering costs. Sales OrientationThe period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition,and the expansion of distribution channels.Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuning out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.Market OrientationCovering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramatic rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution methods. Markets became more segmented and more complex. Product life cycles shortened.With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In order to provide a better fit between marketdemand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.Marketing took on the role of analyzing markets and interpreting the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of marketing in pricing increased.And finally, the marketing department became the focal point for the development of corporate strategies needed to adjust to market change.Societal OrientationWhen managements adopted the marketing concept, they could not foresee the environmental problems or the changes in society's values that would raise questions about the market orientation philosophy. In terms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is always good for society.Increasingly, national policy-and, in turn, business policy-is tempering concern for the consumer with concern for society as a whole. Thomas A. Murphy, chairman of General Motors, addressed this dilemma when he said , "We may have let ourselves grow out of touch with the customer's need for continued satisfaction in a time of heightened expectations and the society's concern for environmental improve-ment and energy conservation."Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company policy. But we are also seeing market-oriented decisions modified by societal concerns, as a result both of law and of responsible management policies.2.Channels of distributionEfficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we actually get our goods and services to the customer.Direct sales to CustomersThis ,of course, is the oldest form of distribution and in many trades it remains the most important. However, it can be a very awkward one in somebusinesses such as manufacturing. Customers especially private buyers, are unlikely to go to a factory to buy what they want, and manufacturing firms , at least one company seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers find it advantageous to control the final retail stage and be in a position to offer a complete service, including after-sales service,to the customer.In other industries producers may sell directly to consumers through factory shops, farm shops ,"pick-your-own" arrangements at farms,by mail order or any other scheme that business ingenuity may devise.Organized MarketsAfter direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on "market days" but the markets where producers and traders, especially the traders in commodities make their deals . These markets , located in many of the world's major trading centers , including London where most of the main British commodity exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Distribution to the final customer.By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.WholesalingThe markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking bulk.Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains inretailing has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesaler's warehousing is not always essential to bridge the gap between them. AgentsAgents may offer an alternative to wholesalers. An agent acts on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.FranchisingThis is a growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.The modern trend in franchising is for producers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise. In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials provided.Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchise holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The system's critics claim that large producers favor it as it gives them retail outlets and retail management at very low cost. It can also lead to frustrated expectations among the franchise holders who will never truly be 'their own bosses.The marketing MixAs with all business decisions, there is no one right form of distribution andno one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combination of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising and product promotion must be the result of careful analysis of the environment, the available strategies and the nature of the firms product.市场营销市场营销是一组相互关联的活动，用于确定消费者的需求并对商品和服务进行开发、分销、促销和给产品和服务定价，从而在赢利的前提下满足这些需求。

市场营销战略论文中英文外文翻译文献

市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。

groups。

and ns choose。

acquire。

use。

dispose of products。

services。

experiences。

and ideas to satisfy their needs and the XXX。

consumer r research has focused on pre-purchase and post-XXX。

XXX view and can help us examine the indirect effects of consumer n-making and the XXX。

companies must offer more value to their target customers than their competitors。

Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。

XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。

XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

personal selling。

public ns。

packaging。

XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。

毕业论文市场营销外文文献翻译

毕业论文市场营销外文文献翻译Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a cultural organization: instrumental relationships and group relationships. The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.Keywords: Cultural marketing erforming arts services relationship marketing1. INTRODUCTION:The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which, undoubtedly, will result in several research projects in the short term aimed at shedding some light on this dilemma. Traditional management models and paradigms do not adapt to the requirements of new products, as there are more and more exceptions and questions on the models developed so far (Lovelock and Gummesson, 2004; Vargo and Lush, 2004). In this complex context, this paper aims to make an in-depth study ofthe field of cultural services management by using two concurrent perspectives –relationship marketing and services marketing–, in order to contribute to the development of the new marketing domain: cultural marketing (Kotler, 2005). This is a field still in its development phase, but has probably found, with these new trends, the right moment to grow and develop management structures and models that meet its particular requirements.From the very beginning, contributions made to the cultural sector by the marketing discipline have been very diverse. However, although they seem to have come to a consensus in the scientific world about the idea that the management of cultural identities presents such special characteristics that make it considerably different (V oss and V oss, 2000; Colbert, 2001; Johnson and Garbarino, 2001; Arts Council of England, 2003; Kotler and Scheff, 1997). Contributions from the marketing management area still do not suffice to construct a knowledge base that is solid enough to create a theoretical management framework similar to the one other disciplines with more tradition in marketing research have.In this context, it is stated that the relationship marketing paradigm offers a suitable framework for the implementation of cultural management and this research study has focused on the performing arts services sector, as considering that it is one of the most forgotten sectors by scientific researchers of management. Furthermore, the decreasing consumption of this art form in Europe goes against the trend if taking into account that time and money invested in leisure activities has not stopped growing with countries‘ economic development. In view of this situation, questions as following are required: what is the reason for this loss of competitive advantage?, what is being done wrongto be losing impact in a market, which, in theory, is becoming more and more inclined to consume leisure activities, such as the performing arts?, which agents are responsible for the results?, which agents are affected by the results?, what can be done to improve this? These questions are the basis for carrying out this research study.2.RELATIONSHIP MARKETING, SERVICES MARKETING AND CULTURAL MARKETING AS THREE CONVERGENT PERSPECTIVES: Relationship marketing has become one of the most important contributions in the development of modern marketing science (Payne and Holt, 2001), and it has generated a recognised interest in the field of scientific research. What is more, in the opinion of numerous authors, it has even been seen as a new paradigm (Gummesson, 1999; Peck et al., 1999; Webster, 1992; Sheth and Parvatiyar, 2000; Kothandaraman and Wilson, 2000).With the concept by Gummesson (2002) on ―re lationship marketing is interactions in networks of relationships‖ as a starting point, the management of a cultural organization is understood as being necessarily determined by a multitude of agents in the market, be included in the organization‘s planni ng process, since the value of the final product is going to depend on them to a large extent. The role of the interest groups in the planning process of the organizations is one of the least cultivated areas of relationship marketing (Henning-Thurau and Hansen, 2000). Payne and Holt (2001) explicitly refer to this defic iency: ―understanding long-term relationships with both customers and other stakeholdergroups has been neglected in the mainstream marketing literature; managing the organization‘s interna l and externalrelationships needs to become a central activity; th is central activity is relationship marketing‖. We are faced, therefore, with a new scenario in which one-to-one marketing has given way to many-to-many marketing (Gummesson, 2004); in other words, planning relationships with individuals has evolved to planning relationships with collectives, with interaction networks.On the other hand, either when contributions in the field of cultural marketing do not record enough standardization or volume to be grouped in trends or schools, they do share a value: the importance of relationships in their management. Contributions made in this area are very diverse, in most cases focusing on relationships with customers (relationships with the performing arts audience). Garbarino and Johnson (1999) use the stage of an off-Broadway theatre in New York to explore the transaction/relationship continuum proposed by Gronroos (1995) to conclude that the performing arts audience has different behavioural profiles depending on the relationships developed with the organization or, specifically, ―in a consumer environment in which customers receive highly similar services [...] there are systematic differences in the relationalism of different customer groups‖. Rents chler et al. (2001) also considered an empirical approach to relationships with the audience of performing arts organizations in Australia: ―what arts organizations need to consider is whether the expense of having high single-ticket sales is sustainable a nd, if not, what to do about it‖.3.THE PRODUCT AND RELATIONSHIPS WITH CUSTOMER’S SUGGESTIONS ON A MODEL FOR THE RELATIONSHIP MANAGEMENT OF CULTURAL SERVICES:Relationships with the audience are the central component in the configuration of the relationship marketing managementmodel for cultural organizations. This central place is shared with the cultural product, whose general marketing model presents special characteristics that differentiate it from the classic structure of marketing, as:1. Marketing process starts in the producer organization, and from this origin (the cultural product) a decision has to be made concerning the part of the market that may be interested in consuming it.2. Once potential consumers have been identified, the company will decide on the remaining relationship policies (instrumental and group, which we will cover below).Therefore, we are faced with a kind of market whose marketing process shows a―product-to-client‖ type structure. The atypical structure transforms the relationship policy with the cultural customer, as it considers that the core of the product is unalterable (Colbert, 2001).This structure involves the development of a wide variety of relationships, which have to be included in the value creation process forming the marketing of a cultural product. The cultural offering of a country, a region or a district is a source of benefits for a large number of social sectors. It is not for nothing that the recognition of the ―need for culture‖ is well-known in virtually all developed countries (Council of the European Union, 2004), and public organizations, as well as private entities, are involved in satisfying this demand. Based on this situation, it is logical to assume that each and every one of these collectives has to be included in the organization‘s planning and a ―win-win relationship‖ needs to be implemented in connection with them.Performing arts organizations will have to manage amultitude of relationships to achieve their objectives. These relationships were formerly classified into two large categories (Quero, 2003):a. Instrumental relationships: this first category groups the marketing mix instruments and incorporates a relationship focus (i.e., product, price, distribution and communication relationships).The differentiation factor characterizing the design of these policies is that they have to be planned taking as a reference the creation of value for customers and for every one of the agents involved in the production process of the cultural services.b. Group relationships: the second of the categories is related to the identification and planning process of relationships with collectives or agents of interest, as the performing arts audience, educational centres, public organizations, competition, suppliers, non-public organizations and internal relationships.From this point of view, group relationships and instrumental relationships are understood as different in nature, but they converge in strategy; in other words, whilst some of them require skills connected with the management of relationships with collectives, others require a different kind of skills, more visible for the customer and connected with decision-making in specific aspects, such as programme designing (product), ticket sales (distribution), show value (price) or conveying the information to the market (communication).However, the management of both groups has to converge in obtained results at the end. In other words, that is to say that every one of the collectives has to have its expectations met in these decisions.4. CONCLUSIONS:The aim of this study was to contribute to the development and implementation of relationship marketing, services marketing and cultural marketing in a specific area: the performing arts sector.The process of selecting and planning the relationships suggested by the relationship marketing paradigm has enabled to develop a theoretical model for organizations of performing arts services, in which two types of relationship groups are identified: instrumental relationships and group relationships. Instrumental relationships include product, price, distribution and communication relationships in the model, with the particular feature of the fact that their design has to be dependent on the analysis of the effects they may have for every one of the interest groups. With regard to group relationships, seven collectives have been identified: performing arts audience, educational centres, public organizations, competition, suppliers, other organizations and internal relationships. Every one of them is capable of creating and receiving value in their relationships and, therefore, they have to be included in organizations‘ planning process, in order to implement win-win strategies.In the area of relationship management with the performing arts audience, a classification of the audience has been proposed on the basis of relationship criteria, which has enabled two important phases to be identified in the retention process with cultural customers, the attraction phase and the retention phase, whose primary objective is to foster relations with the customer until the highest possible level of relationship with the organization is obtained.The empirical contribution has served to corroborate thetheoretical contribution by implementing a study on the current performing arts audience in Spain and the general public, which demonstrates the importance of managing relations between the cultural organization and its customers and the benefits of implementing an appropriate relationship marketing strategy.This research study could be also considered as a significant contribution to the marketing discipline, due to its important theoretical implications:1. Relationship Marketing is considered as the integrating paradigm, capable of adapting to the requirements of cultural services, in general, and to performing arts services, in particular.2. The marketing-mix paradigm is included into the management model, redefining its main instruments as product, price, distribution and communication relationships.It is also an unprecedented contribution in the field of cultural marketing, at least in Spain, offering a theoretical model for the planning and management of organizations offering performing arts services.This study paves the way for a multitude of future lines of research. For example, the study of every one of the interest groups and their role in the process of creating value, as well as the way in which instrumental relationships have to be implemented emerge as priority actions to be implemented in order to build some foundations in the area of arts marketing that are as solid as those in other sectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。

房地产市场监管中英文对照外文翻译文献

房地产市场监管中英文对照外文翻译文献房地产市场监管中英文对照外文翻译文献(文档含英文原文和中文翻译)China's real estate market regulators need to studyAbstract: real estate has become an important pillar industry, real estate Development and closely related to the national economy. This paper theoretically discusses the real estate market monopoly, externalities, public goods characteristics and information asymmetry, and from our real estate Development process and the specificity of the perspective of the real estate market analysis studies, and thus fully proved right China's real estate market, the need for regulation.Keywords: real estate; market; regulation1. the real estate market failure determines the need for government regulationRegulatory Economics research amply demonstrated that market failure is a market economy, an important reason why government regulation, resulting in market failure is due mainly to a monopoly, externalities, public goods and asymmetric information, the real estate market also exists market failure.(A) the real estate market there is no monopolyMonopoly of real estate is determined by the real estate properties, real estate is the location of the main features of the non-mobility, a housing Once the location of other buildings on the irreplaceable, but also because there are floors, towards the various other factors, determine a house in each house are independent, so the property in the rental and sale, with regional and monopoly, and thus the formation of monopoly prices. As the largest real estate investment, long payback period, which can enter the real estate market can only be a few enterprises coupled with the limited supply of land and real estate Development and operation of the scale of requirements, it is easy to form partial or regional monopolies the land market by a government monopoly, affordable housing and low-rent housing provided by the Government. In order to stabilize housing prices, protecting the interests of consumers, the real estate market must be Government regulation.(B) the existence of external effects of the real estate marketReal estate includes both the concept of external economic activities in the real estate subject to the impact of other economic subjects, which also covers a number of other economic entities of the impact of economic entities on the property, the external effects of external economic and policy-makingfunctions of the main embodiment is different: externalities imposed by a party to only consider their own profit maximization problem, a matter of personal reason rather than social rationality.The external nature of the real estate according to different standards can be for a variety of categories according to their scope resulting from the effects of externalities can be divided into macro-and micro-externality. Macroeconomic externalities is a kind of real estate behavior of economic agents impose on others outside of the main benefits as a result of real estate investment and Development activities to improve the investment environment in the entire region, which for the industrial and commercial economic activity, cost savings and extended Industry profitability space. This real estate imposed on the beneficial effects on other industries is a macro-external economic phenomena. Urban industrial and commercial prosperity, not only enhances the economic vitality of the entire city, but also makes the relevant areas raise the level premium location, which is imposed on other sectors of the external economic effects of the real estate industry. Micro real estate outside the real estate industry refers to the various economic agents within or between the different economic activities in the real estate that exists between external effects. For example, the commercial and industrial real estate development activities on residential real estate development, distribution and consumption of both the existence of external influences.According to the nature and role of external influences the direction of the real estate be divided into external economies and external diseconomies. Any economic activity because the real estate benefit from external influences known as the real estate outside the economy. Because of real estate development made the city belongs to the real estate landscape greatly improved external economic. Any economic activity because the real estatedamaged by external influences known as the real estate external diseconomies. Urban land development and construction result in over-crowded housing, public green space reduction, and environmental pollution it is possible to reduce the value of the land affected, including many industries, including real estate development, which belongs to the real estate external diseconomies.(C) to provide the real estate market public goods (public goods)Consumption of goods that people can be divided into private goods (private goods) and public goods. Real estate economy, there are many public goods or 'quasi-public goods'. Such as urban infrastructure, flood control projects, earthquake engineering, public facilities. These projects due to large amount of investment, the investment recovery period is long, also difficult to exclude those who pay for the use, by the market to provide often leads to insufficient supply can only be provided by the Government. But the government is not necessarily the direct production by the Government, the Government may delegate or contracted out to independent companies to produce, the Government is only responsible for fund-raising and management.(D) The real estate transaction there is asymmetric informationInformation asymmetry is the imbalance distribution of the information in the trading parties. The consumers and operators, both in terms of the contract, the operator has on commodities, information superiority, enabling consumers to easily deceived, known as the information is not complete. Consumers of information on all aspects of consumer product knowledge is usually limited, they often do not know if commodity prices and the differences in how the quality of goods. Market information is not complete mainly as follows: 1. Information about the quality of goods is not complete, consumers have only the limited quality information. 2. The informationrelating to commodity prices is not complete, consumers have only the limited price information. Information asymmetry may occur in another situation, the part of consumers to grasp the message in its entirety, and the other some consumers have only the limited quality information. Competition on both sides to win in the competition, sources of information through the containment methods such as the expense of other information about each other, thereby beating the competition.With both the real estate product usability, but also has investment properties. Shops and offices are mainly dominated by investment buyers to purchase housing in part, investors, consumers and investors are very sensitive information, such as: When the Government announced a location to build the subway, or a place to build a large-scale shopping malls, then, as long as the information on a release, the surrounding homes will be price increases, indicating the real estate product already has the information on product features. The performance of the real estate market information asymmetry as follows: As the real estate development investment in large, extended period of time, can enter the real estate market vendors is relatively small, developed the product quality situation, the price situation, sales to consumers to said that, there is bias. The heterogeneity of real estate commodities, price changes and trading expertise and complexity of information asymmetry can lead to both buyers and sellers. Asymmetric information will increase transaction costs, reduce market efficiency, but also may lead to moral hazard and adverse selection.To ensure the validity of the real estate market information, there are two solutions, a market solution, that is, market participants through their own efforts to search for information, and to use their own knowledge and skills in information selection, analysis and so on. As the market participants are rational in itself, and it made such a search for information on the cost oftheir decision-making must be based on its own cost-benefit comparison, only the information that the cost of paying less than the gains for this purpose, he would to pay such efforts. However, this approach due to the following constraints, making this totally market-based solutions can not be implemented.First, the information search itself, there is a cost. Because of the uncertainty of trading partners, in order to accurately grasp the needs of all potential trading partners, as its trading direction, quantity and price, it is very difficult to do. Second, market participants and the differences inherent qualities, and some do not have the ability to identify the minimum of information, while others are unable to complete the information search and analysis. Third, due to market imperfections and information asymmetries, making moral hazard and opportunism prevail, resulting in information Ershi fraud losses are sustained by some market participants, this part of the people's interests can not be market compensationCan be seen, it is the particularity of the real estate market, making the real estate market information costs, or said to be totally market-oriented solutions for the transaction costs are so high, resulting in an average consumer can ill afford to pay for housing information on the sale of the marginal cost, so increases the investment risk, so that adverse selection and moral hazard problem can hardly be resolved, thereby reducing the operational efficiency of the market, distort the allocation of social resources. Therefore, in order to overcome the real estate market with incomplete information and non-symmetry of information arising from market issues, we need a detached role of the real estate market participants to intervene in the real estate market, monitor the operation of the real estate market for all investors the creation of equal opportunities, all kinds of information on actual market environment for the real estate market, open, fair, just andprovide a guarantee to reduce the purely market-based solutions to problems arising from high transaction costs. Thus, created a demand for the real estate market supervision requirements.Second, the particularity of China's real estate industry determines the need for regulation(1) China's real estate industry in the development of special course The real estate industry in China is an ancient and emerging industries, in over 2,000 years of feudal period and semifeudal and semicolonial period, although the change of dynasty, but the land and housing leasing, trading activities have not been interrupted, Ming and Qing Dynasties, it appears of professional real estate agent.From 1949 to 1990, China's real estate development can be divided into three stages: First, in 1949 and 1978 China's restrictions on the premises of the industry's consolidation phase. After the founding of the People's Republic, bureaucratic capitalists, real estate was confiscated, making it the state-owned assets allocated to the state organs, enterprises and units. From 1956 onwards, in various cities to carry out the socialist transformation of the real estate industry. To 1964, essentially eliminated the rental of the self-employment, at this time of urban land has in fact attributable to the State and to implement free, indefinite use of the system does not allow the sale of the transfer. 2 in 1979 ~ 1987 years of the initiation stage of China's real estate. In December 1978 established the Party's Third Plenum of the Eleventh taking economic construction as the center, China entered a new historical period of reform and opening up. In 1984 the State Planning Commission and the Urban-Rural Construction jointly issued a document, allowing for real estate development activities since then, China's real estate industry in China, started the regeneration of the earth. Third, in 1987 ~ 1990 Chinese real estate market is established. October 1987 Party CongressReport 13 for the first time that the socialist market system should include the real estate market. December 1, 1987, Shenzhen City to auction to sell the first piece of land. April 1988 'constitution' and 'Land Management Law' changes, the provisions of land use rights can be transferred and transfer in accordance with law. In May 1990, the State Council promulgated the 'The People's Republic of China urban state-owned land use right transfer and the transfer of the Provisional Regulations'. For the development of the land market provides a legal support, in order to lay the foundation for the establishment of the real estate market. Since 1990, China's real estate industry has entered a rapid development period. At the same time, we should note China's real estate market development is not smooth sailing, and from 1992 to 1993 of the housing boom have caused volatility in the real estate market has left a deep lesson.July 3, 1998 the State Council issued 'on further deepening the urban housing system reform to speed up housing construction notice', marks a new phase in the housing reform. That is parked housing distribution in kind, and gradually implement monetization of housing distribution, establish and perfect the affordable housing based multi-level urban housing supply system, development of housing finance, foster and standardize the housing market. Thus, the starting point of China's real estate market and the reality of the environment and the developed capitalist countries of Western and modern real estate market is different from one of China's real estate market from the land use system reform and the housing system reform began in the western developed countries from the beginning of privatization of land. The second is from the mid-20th century, 50 years to the late 80s, our country's history there had been nearly three decades of the real estate market becomes vacant, the Western developed countries in this period is the period of rapid development of the real estate market. Third, so far, China's real estatemarket is still there are still a large number of primary morphological characteristics, such as market mechanism is not perfect, the real estate market information should be functional, incentive function and balance function has not been fully realized. Fourth, based on public ownership as the mainstay of China's.房地产市场监管中英文对照外文翻译文献我国房地产市场监管的必要性研究摘要:房地产业已成为我国重要的支柱产业，房地产业的发展与国民经济紧密相关。

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