Management of developing the leasing sector of
entrepreneurialeconomy
Olga Aleksandrova, Oleg Burgonov , Elena Ivleva, *, NiShashina
Abstract
Contradictions in management of developing entrepreneurial economy, in the form of absent methods and mechanisms ofmanaging the structural sectors of growth economy, including leasing sector, are revealed. To investigate laws of formation and development of the leasing sector of entrepreneurial economy. To develop the mechanism of management of developing leasingentrepreneurship. The conceptual model is constructed with the use of methods of statistical and multifactorial correlationanalysis, optimisation and dynamic forecasting in estimation of leasing entrepreneurship results. The conceptual model ofmanagement of developing entrepreneurship in the leasing sector of economy is developed. Tendencies of developing the givensector of economy are defined, approaches to estimation of its productivity are offered. Leasing tools are considered as the cross-industry, being of interest not only for projects of development of the city subway.
Keywords: Leasing, tools, risks, barriers, financing, effectiveness, management
1. Introduction
The unique scheme of entrepreneurship is leasing which is becoming not only the instrument of activization ofentrepreneurial activity, but it also relates to one of the complicated forms of entrepreneurship. Leasingentrepreneurship combines some kinds of activities and demands a special approach to management organization atall levels of management. Entrepreneurship in the leasing sector of economy is characterised by specific conditionsof development, entrepreneurial functions, institutional infrastructure, scale and sphere of funds’ application.
Positions of the offered concept of management of developing entrepreneurship in the leasing sector of economyinclude:
●theoretical and methodological positions bringing the contribution to expansionof
notions of the essence andfunctions of leasing entrepreneurship;
●positions bringing the contribution to expansion of notions of the entrepreneurial
economy structure,presence of growth sectors in it, the essence, prospects and restrictions of their development; methods andmechanisms of management of developing entrepreneurship in the leasing sector of economy;
●positions bringing the contribution to expansion of notions of methodical
provision of process of acceptingadministrative decisions in the field of state
regulation and support of leasing entrepreneurship, discrepanciesand restrictions of management of developing entrepreneurship in the leasing sectorof economy.
The result of leasing entrepreneurship depends on economic results of the subjects taking part in the leasingprocess that assumes a multiplicative effect. At the heart of the control system of leasing entrepreneurshipdevelopment there should be a complex approach directed on optimisation of results of all participants of the leasing process.
2. Theory
The level of accumulated depreciation in the economy of Russia in 2014 is 49.4 %. Entrepreneurial structureshave to search for sources of financing, including in the leasing sector of economy. The leasing market is developingstably enough, that is confirmed by positive dynamics. During some periods the value increase of financial leasingcontracts advances the rate of gain of investments into fixed capital (Table 1).
The share of transactions of small-scale and medium-sized businesses is growing in the structure of leasingtransactions. In 2014 they made 47.2 % of the total of transactions, that is 65.6 % more than in 2011, among them37.5 % accounts for small-scale business. An average period of validity of financial leasing contracts is increasing,in 2014 it made 4.7 years. Leasing transactions are becoming more long-term. The big share of concluded contractsaccounts for the contracts for 1 to 3 years’ term, in 2014 - 68.2 %, that is 2.9 times more than in 2010 (23.7 %). Theshare of contracts for 3 to 6 years’ term in 2014 made 28.4 %, that is 19.3 % less than in 2010 (32.5 %) [7].
But the leasing sector, as well as any other sector of economy is subject to the
influence of cyclic fluctuationsoccurring in economy. For the first time in seven years the leasing portfolio in 2015 showed negative dynamics (-20%). First of all it is connected with the decrease in business activity of managing subjects. The enterprises stoppedprojects on updating of fixed capital. Investments into fixed capital were reduced to 8.4 % in comparison with 2014[8].
As a result of the macroeconomic situation deterioration leasing companies have to operate in the conditions ofuncertainty that cannot but affect their activity results.
Credit price rise, complexity of credit obtaining, lack of financial assets, low demand for leasing, all that leads tothe leasing market reduction [6]. The complicated macroeconomic situation can cause a considerable damage toleasing companies both in the current and long-term period. Decrease in the solvency of leasing service consumersreduces the leasing portfolio quality and leads to the growth of problem assets.
Economic sanctions concerning a number of strategic branches of Russia have promoted working out of theprograms directed on development of import substitution businesses. The leasing sector has not taken the last role indeveloping import substitution of national equipment that can serve as a point of growth for the given sector ofeconomy. Leasing entrepreneurship is defined as a set of independent organizations co-operating with each other,engaged in various entrepreneurial activities including rent, investment, commercial relations and connected bytreaty obligations concerning purposeful use of financial assets for acquisition of leasing subject for the purpose ofprofit earning. Research of the leasing process structure has inevitably led to revealing of barriers in the leasingmarket and to defining of the system overcoming effect.
To the laws of formation and development of the leasing sector of economy we refer:
●Rise of a leasing product price, in connection with, the so-called ‘cut ting off of
small transactions’ andreduction of assortment of leasing objects. That is strengthening of competitive positions of large leasingcompanies with the state participation or large private companies with adjusted communicationsand largecredit instruments. Such economic effects demand working out and choosing a new motivating instrument-kit;
●Complication of achievement of the planned result in the market of leasing
entrepreneurship. Identificationof entrepreneurial activity result in leasing sector of economy is becoming an important issue. In the crisisconditions there is observed a chain of counterparts’ debts which leads to infringement of lessee obligationsand to growth of lessor receivables. As consequence, there is a start of the mechanism of productivitydecrease not only in leasing entrepreneurship, but also in national economy. Within the limits of the leasingsector of entrepreneurial economy this effect is least studied;
●Institutional requirements to the leasing transaction participants are undergoing
changes. In the conditions ofgrowing competition leasing companies are working over their own capital increase and softening the criteriaof the lessees’ estimation;
●Activization of processes of the leasing portfolio redistribution in connection with
new managementconditions and conditions of import substitution policy. The developed situation is opening some prospectsof development of leasing entrepreneurship in Russia.
The leasing market model is offered by analogy with the Harward school paradigm ?Structure-behaviour -productivity?. The result of the branch market functioning depends on the behaviour of sellers and buyers. Sellers’behaviour is influenced by product strategy, pricing, consumers’ good organization and their possibility to influenceoccurring processes. Depending on the market situation manufacturers make decisions concerning investmentchange, innovative activity, advertising strategy to achieve the best result [9]. Depending on the present situationboth sellers and buyers aspire to change conditions and present relations between them, limiting the behaviour in thebranch market. Thus, between the branch market participants there are formed rules of behaviour, traditions which define their interrelation level. In the leasing service market there appears feedforward and feedback between theleasing market elements (demand, the market structure, behaviour of the market subjects, productivity). There issimilar communication between behaviour of the market subjects and the state as well, that indicates the possibilityof the given elements to interinfluence on formation of the leasing service market. Regulation measures makeperiodic or constant impacts on the market structure. In the leasing service market there combine low barriers of input-output, observable competition between firms, i.e. competitive structure traits, on the one hand and highconcentration of the market power of separate participants, characterising the exclusive structure, on the other hand
[5]. The increase in leasing volumes is interfered by unsolved problems of objective and subjective character. Toovercome the barriers economic resources
and time are required, that leads to occurrence of the deferred result effectboth at the microlevel and at the national economy level. As a result there is a system overcoming effect. In leasingentrepreneurship one successful process creates conditions for the following to start that leads tothe systemdistribution of the result in file from one participant to another with a growing effect. The multiplicative effect canbe both positive - carrying out the activity the leasing entrepreneurship involves other sectors of economy (bank,insurance, industry; additional workplaces are organised), and negative - a participant’s result obtained lower than
an expected one entails decrease in other process participants’ efficiency [1].
Application of the multifactorial correlation analysis on the basis of using the matrix of pair correlation factorsallowed to define the degree of influence of each factorial result sign.
In the given matrix the elements are correlation factors between all variables of the given set. At the matrixanalysis not only the influence of separate result factors but also the degree of influence of the factors with eachother is considered. Therefore the factor, having weak communication
with a productive sign but strongcommunication with the other factor,
cannot be considered since the influence of the weak result factor occurs
through interaction with the other factor [7].
Risks of leasing entrepreneurship are formed of its separate subjects’ risks. The postponed non-payments lead tothe progress effect of risks. In this case, the negative result effect is observed.
The offered technique allows step-by-step to define the result of each participant of the transaction for itsconcrete period, taking into account a multiplicative effect of result distribution both on participants and on theresult of leasing entrepreneurship. Management of leasing entrepreneurship risks is necessary to consider as amultistage process of planning, organization and control of activity of the leasing transaction participants which isdirected on softening and prevention of possible threats.
3. Conclusion
In search of sources of financing of projects of development as cross-industry leasing tools can be considered.Historically it is unique tools, including for projects of development of the city subway. The research gave thechance to reveal gaps in the management theories connected with fragmentary studying of a leasingentrepreneurship and complexity of determination of result of leasing sector of economy. Theoretical,methodological and methodical bases of management of an entrepreneurship in leasing sector of economy aredeveloped. The leasing sector of an entrepreneurship is considered as sector of development of national economy. References
[1] O.B. Aleksandrova, O.V. Burgonov, E.S. Ivleva, Leasing instruments of entrepreneurial economy, Economics and Management. 5(127) (2016)
45-48.
[2] O.B. Aleksandrova, Infrastructure role in leasing entrepreneurship, Economics and entrepreneurship. 7 (2014) 872-876.
[3] R. Bellman, Dynamic Programming, Izdatel’stvo inostrannoy literatury, Moscow, 1960.
[4] O.V. Derevyanko, Organizational and economic mechanism of planning business processes of enterprise structures, PhD Thesis, St.-
Petersburg State Engineer and Economic University, St.-Petersburg, 2004.
[5] V.M. Dzhukha, Leasing mechanisms of investment, RSUMC Publishing House, Rostov-on-Don, 2007.
[6] First leasing https://www.doczj.com/doc/d03223494.html,rmation on http://1lizing.ru
[7] Federal Service of State Statistics. Information on: http://www.gks.ru/free_doc/doc_2015/invest.pdf
[8] Expert RA. Information onhttp://raexpert.ru/researches/leasing/leasing_2015_itogi
[9] A.G. Mokronosov, E.I. Chuchkalova, Transformation of the sectoral infrastructure of machine-building enterprises in conditions of market
relations, Izdatel’stvo GOY VPO RGPPU, Ekaterinburg, 2006.
企业经济租赁部门的动态管理
奥尔加.阿莱克斯安德沃奥列格.巴格诺埃琳娜.艾维勒娃李.沙希娜
摘要：
企业经济发展中的管理矛盾，揭示了因缺乏理论和管理经济增长结构部门的机制的现象（包括租赁部门）。为了调查形成的法律和企业经济租赁部门的发展，为了形成发展租赁部门管理的机制，应用数理和多因素相关联分析理论来构造概念模型，在评估中优化和动态预测租赁企业的成果。发展企业经济租赁部门的管理概念模型是先进的。发展给定经济部门的趋势是确定的，提供了评估它自身生产力的方式。租赁工具被认为是跨行业的，不仅仅是形成城市交通项目的利益。
关键字：租赁、工具、风险、障碍、融资、有效性、管理
引言：
企业独特的方案是租赁，租赁不仅正成为企业活动的活化工具，而且它也与企业复杂的结构相互关联。租赁的商业模式是包含一些类型的活动以及在各级管理层中需要一种特殊的方式去管理组织。租赁部门中的创业发展分为具体的功能：创业功能、制度基础设施、规模和资金应用领域。
在租赁部门里创业发展的管理概念中提出的立场包括：
●理论和方法的立场为扩大本质的概念和租赁创业的功能做出了贡献；
●立场是为了扩大创业经济结构的概念，租赁中存在增长的部分以及发展中的本质、前景
和限制作出了贡献；经济租赁部门发展企业家精神管理的方法和机制；
●立场是为了扩大接受国家管理领域的行政决定的程序的法律规定的概念以及租赁创业
的支持，经济租赁部门发展中企业家管理的差异和限制作出了贡献。
租赁创业的结果取决于参与租赁过程的主体的经济结果，这一主体承担乘法效应。在租赁创业发展控制系统地核心应该存在一种复杂的途径去指导租赁进程中所有的参与者的结果的优化模式。
理论：
2014年在俄罗斯的经济中累计折旧额的水平是49.4%.企业结构已经在寻找融资资源，（包
括经济租赁部门）。租赁市场正欣欣向荣，其足以证明是积极有活力。在一段时期内，金融租赁的价值增加及合同将投资收益率提高到固定资本（表一）
在租赁交易的结构中小型和中等规模的商业交易的份额正在增长。在2014年，他们的交易额占交易总额的47.2％，比2011年增长了65.6％，其中小规模企业占到37.5%。金融租赁合同的平均有效期限正在增长，在2014年它是4.7年。租赁交易正在变得更加长期化。所签订合同的大部分占据了1至3年的合同，在2014年为68.2％，是2010年的2.9倍（23.7％）。2014年3至6年合同的份额为28.4％，比2010年（32.5％）减少19.3％[7].
但是租赁行业以及任何其他经济部门都会承受经济中出现周期性波动的影响。2015年在长达7年的租赁组合中首次出现消极动力学(-20%）。首先，它与管理项目的商业活动的减少有关联。企业停止了固定资本更新项目。与2014年相比，对固定资本的投资减少到8.4%[8].
由于宏观经济形势的恶化，租赁公司必须在不确定性的条件下运行，这种不确定性不得不影响其活动结果
信贷成本上涨，获得信贷的复杂性，缺乏金融资产，租赁的低需求性，所有的这些导致租赁市场的缩减[6].复杂的宏观经济形势在当下以及未来很长一段时期内会对租赁公司造成很大的伤害。降低租赁服务消费者的偿付能力降低了租赁组合质量，并导致问题资产的增长。
使得一部分俄罗斯战略分支的人担忧的经济制裁促进了针对进口替代业务发展的计划。租赁部门在发展国家设备的进口替代方面没有发挥最后的作用，而这可以成为给定经济部门的增长要点。租赁创业被定义为一系列相互依赖组织之间的合作，参与多种创业活动包括出租，投资，商业关系和联系，通过有意使用金融资产以赚取利润为目的而购置租赁主体的条约义务。租赁过程结构的研究不可避免地导致了租赁市场的障碍的暴露和系统克服效应的定义。
为了形成法则和经济租赁部门的发展，我们建议：
●提升租赁产品的价格，与之相关的是，我们称之为“砍掉”小的交易量和减少租赁产品
的种类。这就增强了国家参与或者通信畅通的大型私人公司和大型信用工具等大型租赁公司的竞争地位。这种经济影响需要制定和选择一个新的激励工具套件；
●在租赁企业家的市场上导致计划实现的复杂性。创业活动的识别导致经济租赁部门正在
变成一项重要的问题。在危机形式下，观察到一系列对应债务导致违反承租人义务和使得出租人应收款的增长。因此，不仅在租赁企业家中，而且在国家经济中存在减少创造性机制的开端。在创新机制的租赁部门限制范围内这种影响是不被研究的。
●对租赁交易参与者的机构要求正在发生变化。在竞争日益激烈的条件下，租赁公司正
在努力增加自己的资本，并软化承租人估计的标准。
将新的管理条件和进口替代政策条件相结合，激活租赁组合再分配过程。发达的形势开启了俄罗斯租赁企业家发展的前景。
租赁市场模型是类比于哈佛大学的《行为结构创造力》的案例所提供的，市场功能分支的结果取决于买方与卖方的行为。卖方行为是通过产品策略，价格，消费者喜好和他们对可能发生影响的可能性而产生影响的。取决于市场环境制造商做出的决定，而制造商关心投资的变化，创新活动，广告策略去实现最好的成果[9]。取决于当前的形式，买卖双方都渴望去改变环境和当前他们之间的关系，在市场分支中的限制行为。因此，在市场分支参与者中存在行为和确定他们相互关联层次的传统的正式规则，在租赁服务市场中在租赁市场元素（需求，市场结构，市场项目的行为，创造力）之间存在前馈和反馈效果。市场项目和国家行为之间存在相似的通信方式，这表明给定元素对租赁服务市场形成的相互影响的可能性。规范的措施对市场结构形成周期或者持续的影响。在租赁服务市场，结合低屏障输入输出，企业之间可观察到的竞争，即竞争性结构性状，以及单独参与者的高集中的市场力量，另一方面表征排他性结构[5].租赁数量的增加受到客观和主观性质中未解决问题的干扰，为了克服经济资源和时间的障碍要求这导致在微观层面和国家经济层面的递延结果效应的发生，结果是一个系统克服了这种影响。在租赁创业中，一个成功的过程为下一个的开始创造条件，这导致系统将文件中的结果从一个参与者分配到另一个具有日益增长的效果的结果。乘法效应可以产生积极的作用—采取行动，租赁企业涉及到经济的其他部门（银行，保险，工业，组织了更多的工作场所）和消极的作用—一个参与者的结果获得低于预期的一个需要减少其他过程参与者的效率[1].
基于使用对相关因子矩阵的多因素相关分析的应用允许定义每个因子结果符号的影响程度
在给定矩阵中，元素是给定集合的所有变量之间的相关因素。在矩阵分析中不仅是分离结果变量的影响，而且其他任何因素的影响深度是考虑在内的。因此，不能考虑具有与生产性符号的弱通信但与另一因素的强通信的因素，因为弱结果因子影响的出现通过与其他因素产生互动。
租赁创业的风险由其单独主体的风险组成。推迟的不付款导致风险的进展效应。在这种情况下，观察到阴性结果效应。
提供的技术允许一步一步的去定义对于它的具体时期的交易的每个参与者的结果，将包括参与者们和租赁企业的成果的分配结果的乘法效应考虑在内，租赁企业风险的管理需要看成是计划，组织和租赁交易参与者活动控制的一项多级过程，而这恰是针对软化和预防可能的威胁。
结论：
寻找发展项目的融资资源，跨行业租赁工具是可以考虑的。从历史经验中可知，它是一种独一无二的工具，包括城市地铁开发项目。研究提供了机会去揭示管理理论与租赁企业精神的零碎研究和经济租赁部门结果决定的复杂性相关的差距。开发了管理租赁经济部门企业家精神的理论，方法和方法基础，创业的租赁部门被认为是国民经济发展的部门。
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[8]RA专家http://raexpert.ru/researches/leasing/leasing_2015_itogi 网址上信息
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达塔斯诺娃GOY VPO RGPPU 叶卡捷琳堡2006
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
工业设计原著选读 优秀的产品设计 第一个拨号电话1897年由卡罗耳Gantz 第一个拨号电话在1897年被自动电器公司引入，成立于1891年布朗强，一名勘萨斯州承担者。在1889年，相信铃声“中央交换”将转移来电给竞争对手，强发明了被拨号系统控制的自动交换机系统。这个系统在1892年第一次在拉波特完成史端乔系统中被安装。1897年，强的模型电话，然而模型扶轮拨条的位置没有类似于轮齿约170度,以及边缘拨阀瓣。电话，当然是被亚历山大格雷厄姆贝尔（1847—1922）在1876年发明的。第一个商业交换始建于1878（12个使用者），在1879年，多交换机系统由工程师勒罗伊B 菲尔曼发明,使电话取得商业成功,用户在1890年达到250000。 直到1894年，贝尔原批专利过期，贝尔电话公司在市场上有一个虚拟的垄断。他们已经成功侵权投诉反对至少600竞争者。该公司曾在1896年，刚刚在中央交易所推出了电源的“普通电池”制度。在那之前，一个人有手摇电话以提供足够的电力呼叫。一个连接可能仍然只能在给予该人的名义下提出要求达到一个电话接线员。这是强改变的原因。 强很快成为贝尔的强大竞争者。他在1901年引进了一个桌面拨号模型，这个模型在设计方面比贝尔的模型更加清晰。在1902年，他引进了一个带有磁盘拨号的墙面电话，这次与实际指孔，仍然只有170度左右在磁盘周围。到1905年，一个“长距离”手指孔已经被增加了。最后一个强的知名模型是在1907年。强的专利大概过期于1914年，之后他或他的公司再也没有听到过。直到1919年贝尔引进了拨号系统。当他们这样做，在拨号盘的周围手指孔被充分扩展了。 强发明的拨号系统直到1922年进入像纽约一样的大城市才成为主流。但是一旦作为规规范被确立，直到70年代它仍然是主要的电话技术。后按键式拨号在1963年被推出之后，强发明的最初的手指拨号系统作为“旋转的拨号系统”而知名。这是强怎样“让你的手指拨号”的。 埃姆斯椅LCW和DCW 1947 这些带有复合曲线座位，靠背和橡胶防震装置的成型胶合板椅是由查尔斯埃姆斯设计，在赫曼米勒家具公司生产的。 这个原始的概念是被查尔斯埃姆斯（1907—1978）和埃罗沙里宁（1910—1961）在1940年合作构想出来的。在1937年，埃姆斯成为克兰布鲁克学院实验设计部门的领头人，和沙里宁一起工作调查材料和家具。在这些努力下，埃姆斯发明了分成薄片和成型胶合板夹板，被称作埃姆斯夹板，在1941年收到了来自美国海军5000人的订单。查尔斯和他的妻子雷在他们威尼斯，钙的工作室及工厂和埃文斯产品公司的生产厂家一起生产了这批订单。 在1941年现代艺术博物馆，艾略特诺伊斯组织了一场比赛用以发现对现代生活富有想象力的设计师。奖项颁发给了埃姆斯和沙里宁他们的椅子和存储碎片，由包括埃德加考夫曼，大都会艺术博物馆的阿尔弗雷德，艾略特诺伊斯，马尔塞布鲁尔，弗兰克帕里什和建筑师爱德华达雷尔斯通的陪审团裁决。 这些椅子在1946年的现代艺术展览博物馆被展出，查尔斯埃姆斯设计的新的家具。当时，椅子只有三条腿，稳定性问题气馁了大规模生产。 早期的LCW（低木椅）和DWC（就餐木椅）设计有四条木腿在1946年第一次被埃文斯产品公司（埃姆斯的战时雇主）生产出来，被赫曼米勒家具公司分配。这些工具1946年被乔治纳尔逊为赫曼米勒购买，在1949年接手制造权。后来金属脚的愿景在1951年制作，包括LCW（低金属椅）和DWC（就餐金属椅）模型。配套的餐饮和咖啡桌也产生。这条线一直
摘要： 建筑工程在施工过程中，施工组织方案的优劣不仅直接影响工程的质量，对工期及施工过程中的人员安全也有重要影响。施工组织是项目建设和指导工程施工的重要技术经济文件。能调节施工中人员、机器、原料、环境、工艺、设备、土建、安装、管理、生产等矛盾,要对施工组织设计进行监督和控制,才能科学合理的保证工程项目高质量、低成本、少耗能的完成。 关键词： 项目管理施工组织方案重要性 施工组织设计就是对工程建设项目整个施工过程的构思设想和具体安排，是施工组织管理工作的核心和灵魂。其目的是使工程速度快、质量好、效益高。使整个工程在施工中获得相对的最优效果。 1．编制施工组织设计重要性的原因 建筑工程及其施工具有固定性与流动性、多样性与单件性、形体庞大与施工周期长这三对特点。所以，每一建筑工程的施工都必须进行施工组织设计。这是因为：其它一般工业产品的生产都有着自己固定的、长期适用的工厂。而建筑施工具有流动性的特点，不可能建立这样的工厂，只能是当每一个建筑工程施工时，建立一个相应的、临时性的，如同工厂作用性质的施工现场准备，即工地。施工单件性特点与施工流动性特点，决定了每一建筑工程施工都要选择相应的机具和劳动力组织。选择施工方法、拟定施工技术方案及其劳动力组织和机具配置，统称为施工作业能力配置。施工周期的特点，决定了各种劳动力、机具和众多材料物资技术的供应时间也比较长，这就产生了与施工总进度计划相适应的物资技术的施工组织设计内容。由此可见，施工组织设计在项目管理中是相当重要的。 2．施工组织设计方案的重要性 建筑产品作为一种商品，在项目管理中工程质量在整个施工过程中起着极其重要的作用。工程建设项目的施工组织设计与其工程造价有着密切的关系。施工组织设计基本的内容有：工程概况和施工条件的分析、施工方案、施工工艺、施工进度计划、施工总平面图。还有经济分析和施工准备工作计划。其中,施工方案及施工工艺的确定更为重要,如:施工机械的选择、水平运输方法的选择、土方的施工方法及主体结构的施工方法和施工工艺的选择等等,均直接影响着工程预算价格的变化。在保证工程质量和满足业主使用要求及工期要求的前提下,优化施工方案及施工工艺是控制投资和降低工程项目造价的重要措施和手段。 2.1施工组织方案在很大程度上影响着工程质量，因此合理的施工组织方案不仅是确保工程顺利完成的基础，也是工程安全的依据。施工组织设计是建筑工
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
Interaction design Moggridge Bill Interaction design，Page 1-15 USA Art Press, 2008 Interaction design (IxD) is the study of devices with which a user can interact, in particular computer users. The practice typically centers on "embedding information technology into the ambient social complexities of the physical world."[1] It can also apply to other types of non-electronic products and services, and even organizations. Interaction design defines the behavior (the "interaction") of an artifact or system in response to its users. Malcolm McCullough has written, "As a consequence of pervasive computing, interaction design is poised to become one of the main liberal arts of the twenty-first century." Certain basic principles of cognitive psychology provide grounding for interaction design. These include mental models, mapping, interface metaphors, and affordances. Many of these are laid out in Donald Norman's influential book The Psychology of Everyday Things. As technologies are often overly complex for their intended target audience, interaction design aims to minimize the learning curve and to increase accuracy and efficiency of a task without diminishing usefulness. The objective is to reduce frustration and increase user productivity and satisfaction. Interaction design attempts to improve the usability and experience of the product, by first researching and understanding certain users' needs and then designing to meet and exceed them. (Figuring out who needs to use it, and how those people would like to use it.) Only by involving users who will use a product or system on a regular basis will designers be able to properly tailor and maximize usability. Involving real users, designers gain the ability to better understand user goals and experiences. (see also: User-centered design) There are also positive side effects which include enhanced system capability awareness and user ownership. It is important that the user be aware of system capabilities from an early stage so that expectations regarding functionality are both realistic and properly understood. Also, users who have been active participants in a product's development are more likely to feel a sense of ownership, thus increasing overall satisfa. Instructional design is a goal-oriented, user-centric approach to creating training and education software or written materials. Interaction design and instructional design both rely on cognitive psychology theories to focus on how users will interact with software. They both take an in-depth approach to analyzing the user's needs and goals. A needs analysis is often performed in both disciplines. Both, approach the design from the user's perspective. Both, involve gathering feedback from users, and making revisions until the product or service has been found to be effective. (Summative / formative evaluations) In many ways, instructional
专业资料 学院： 专业：土木工程 姓名： 学号： 外文出处：Structural Systems to resist (用外文写) Lateral loads 附件：1.外文资料翻译译文；2.外文原文。
附件1：外文资料翻译译文 抗侧向荷载的结构体系 常用的结构体系 若已测出荷载量达数千万磅重，那么在高层建筑设计中就没有多少可以进行极其复杂的构思余地了。确实，较好的高层建筑普遍具有构思简单、表现明晰的特点。 这并不是说没有进行宏观构思的余地。实际上，正是因为有了这种宏观的构思，新奇的高层建筑体系才得以发展，可能更重要的是：几年以前才出现的一些新概念在今天的技术中已经变得平常了。 如果忽略一些与建筑材料密切相关的概念不谈，高层建筑里最为常用的结构体系便可分为如下几类： 1.抗弯矩框架。 2.支撑框架，包括偏心支撑框架。 3.剪力墙，包括钢板剪力墙。 4.筒中框架。 5.筒中筒结构。 6.核心交互结构。 7. 框格体系或束筒体系。 特别是由于最近趋向于更复杂的建筑形式，同时也需要增加刚度以抵抗几力和地震力，大多数高层建筑都具有由框架、支撑构架、剪力墙和相关体系相结合而构成的体系。而且，就较高的建筑物而言，大多数都是由交互式构件组成三维陈列。 将这些构件结合起来的方法正是高层建筑设计方法的本质。其结合方式需要在考虑环境、功能和费用后再发展，以便提供促使建筑发展达到新高度的有效结构。这并
不是说富于想象力的结构设计就能够创造出伟大建筑。正相反，有许多例优美的建筑仅得到结构工程师适当的支持就被创造出来了，然而，如果没有天赋甚厚的建筑师的创造力的指导，那么，得以发展的就只能是好的结构，并非是伟大的建筑。无论如何，要想创造出高层建筑真正非凡的设计，两者都需要最好的。 虽然在文献中通常可以见到有关这七种体系的全面性讨论，但是在这里还值得进一步讨论。设计方法的本质贯穿于整个讨论。设计方法的本质贯穿于整个讨论中。 抗弯矩框架 抗弯矩框架也许是低，中高度的建筑中常用的体系，它具有线性水平构件和垂直构件在接头处基本刚接之特点。这种框架用作独立的体系，或者和其他体系结合起来使用，以便提供所需要水平荷载抵抗力。对于较高的高层建筑，可能会发现该本系不宜作为独立体系，这是因为在侧向力的作用下难以调动足够的刚度。 我们可以利用STRESS，STRUDL 或者其他大量合适的计算机程序进行结构分析。所谓的门架法分析或悬臂法分析在当今的技术中无一席之地，由于柱梁节点固有柔性，并且由于初步设计应该力求突出体系的弱点，所以在初析中使用框架的中心距尺寸设计是司空惯的。当然，在设计的后期阶段，实际地评价结点的变形很有必要。 支撑框架 支撑框架实际上刚度比抗弯矩框架强，在高层建筑中也得到更广泛的应用。这种体系以其结点处铰接或则接的线性水平构件、垂直构件和斜撑构件而具特色，它通常与其他体系共同用于较高的建筑，并且作为一种独立的体系用在低、中高度的建筑中。
Positioning in Practice Strategic Role of Marketing For large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy. At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses. At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit. The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketing strategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s). Strategic Role of Positioning Based on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique
原文来源：李海宏《Marketing Customer Satisfaction》[A].2012中国旅游分销高峰论坛.[C].上海 Marketing Customer Satisfaction 顾客满意策略与顾客满意营销 Since the 20th century, since the late eighties, the customer satisfaction strategy is increasingly becoming business has more customers share the overall business competitive advantage means. 自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。 First, customer satisfaction strategy is to get a modern enterprise customers, "money votes" magic weapon 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝 With the changing times, the great abundance of material wealth of society, customers in the main --- consumer demand across the material has a lack of time, the number of times the pursuit, the pursuit of quality time to the eighties of the 20th century entered the era of the end consumer sentiment. In China, with rapid economic development, we have rapidly beyond the physical absence of the times, the pursuit of the number of times and even the pursuit of quality and age of emotions today gradually into the consumer era. Spending time in the emotion, the company's similar products have already reached the same time, homogeneous, with the energy, the same price, consumers are no longer pursue the quality, functionality and price, but the comfort, convenience, safety, comfort, speed, jump action, environmental protection, clean, happy,
(文档含英文原文和中文翻译) 中英文翻译原文：
DESIGN and ENVIRONMENT Product design is the principal part and kernel of industrial design. Product design gives uses pleasure. A good design can bring hope and create new lifestyle to human. In spscificity,products are only outcomes of factory such as mechanical and electrical products,costume and so on.In generality,anything,whatever it is tangibile or intangible,that can be provided for a market,can be weighed with value by customers, and can satisfy a need or desire,can be entiled as products. Innovative design has come into human life. It makes product looking brand-new and brings new aesthetic feeling and attraction that are different from traditional products. Enterprose tend to renovate idea of product design because of change of consumer's lifestyle , emphasis on individuation and self-expression,market competition and requirement of individuation of product. Product design includes factors of society ,economy, techology and leterae humaniores. Tasks of product design includes styling, color, face processing and selection of material and optimization of human-machine interface. Design is a kind of thinking of lifestyle.Product and design conception can guide human lifestyle . In reverse , lifestyle also manipulates orientation and development of product from thinking layer.
XXXXXXXXX 毕业设计（论文）外文翻译 学生姓名： 院（系）： 专业班级： 指导教师： 完成日期：
施工组织设计的重要性 摘要： 建筑工程在施工过程中，施工组织方案的优劣不仅直接影响工程的质量，对工期及施工过程中的人员安全也有重要影响。施工组织是项目建设和指导工程施工的重要技术经济文件。能调节施工中人员、机器、原料、环境、工艺、设备、土建、安装、管理、生产等矛盾,要对施工组织设计进行监督和控制,才能科学合理的保证工程项目高质量、低成本、少耗能的完成。 关键词： 项目管理施工组织方案重要性 施工组织设计就是对工程建设项目整个施工过程的构思设想和具体安排，是施工组织管理工作的核心和灵魂。其目的是使工程速度快、质量好、效益高。使整个工程在施工中获得相对的最优效果。 1.编制施工组织设计重要性的原因 建筑工程及其施工具有固定性与流动性、多样性与单件性、形体庞大与施工周期长这三对特点。所以，每一建筑工程的施工都必须进行施工组织设计。这是因为：其它一般工业产品的生产都有着自己固定的、长期适用的工厂。而建筑施工具有流动性的特点，不可能建立这样的工厂，只能是当每一个建筑工程施工时，建立一个相应的、临时性的，如同工厂作用性质的施工现场准备，即工地。施工单件性特点与施工流动性特点，决定了每一建筑工程施工都要选择相应的机具和劳动力组织。选择施工方法、拟定施工技术方案及其劳动力组织和机具配置，统称为施工作业能力配置。施工周期的特点，决定了各种劳动力、机具和众多材料物资技术的供应时间也比较长，这就产生了与施工总进度计划相适应的物资技术的施工组织设计内容。由此可见，施工组织设计在项目管理中是相当重要的。 2.施工组织设计方案的重要性 建筑产品作为一种商品，在项目管理中工程质量在整个施工过程中起着极其重要的作用。工程建设项目的施工组织设计与其工程造价有着密切的关系。施工组织设计基本的内容有：工程概况和施工条件的分析、施工方案、施工工艺、施工进度计划、施工总平面图。还有经济分析和施工准备工作计划。其中,施工方案及施工工艺的确定更为重要,如:施工机械的选择、水平运输方法的选择、土方的施工方法及主体结构的施工方法和施工工艺的选择等等,均直接影响着工程预算价格的变化。在保证工程质量和满足业主使用要求及工期要求的前提下,优化施工方案及施工工艺是控制投资和降低工程项目造价的重要措施和手段。 2.1施工组织方案在很大程度上影响着工程质量，因此合理的施工组织方案 不仅是确保工程顺利完成的基础，也是工程安全的依据。施工组织设计是建筑工程设计文件的重要组成部分，是编制工程投资概预算的主要依据和编制招投标文件的
本科毕业设计（论文） ( 2012届) （外文翻译） 题目： 学院:__________ ____________ 专业:_________ 市场营销_____________ 班级:_________ ___________ 姓名:___________ ______________ 学号:________ __________ 指导老师:___________ ___________
原文题目：《市场定位策略》 作者：Powpaka Samart 原文出处:1999,Sasin Journal of Management,5,79-97 市场定位策略 定位的战略性角色 营销策略由两部分组成：目标市场战略和营销组合战略。目标市场战略三个过程组成：市场细分，目标（或目标市场选择），市场定位等。营销组合战略指的是创造一个独特的产品，分销，促销和定价策略（4PS）的过程，旨在满足客户的需求和希望。目标市场战略和营销组合策略有密切的联系，有很强的相互依存关系。目标市场战略是用来制订营销组合策略方针。 市场细分是把一个市场当中具有相似需求和特点、可能会对特定产品和特定的营销程序产生相似回应的人们，分成不同的客户的子集的过程。目标或目标市场的选择是一个或多个，通过评估每个细分市场，寻求利益的相对吸引力，而且该公司业务的相对优势。最后，定位是设计产品和发展战略营销计划，共同在目标市场建立一个持久的竞争优势的过程。 目标市场定位战略的概念是众所周知的，尤其是被大多数消费品营销从业者在制定市场营销组合策略有用作为非理论概念的方式。然而在实践中，营销人员往往绕过正式的定位，直接制定营销组合策略。这可能是由于这样的事实，这些经理们不知道如何获取感知图---表明这是一个客户原始需求的产品的位置。 本文的目的是展示营销从业者能够获得定位和营销组合策略制定的感知图的现实途径。具体来说，感知映射及其关系的定位总是被第一时间注意到。这是通过统计技术的讨论，可以遵循用于创建感知图。最后，通过因子分析定位过程的例子是证明。 目标市场战略 目标市场战略是确定一个（或多个目标市场）的过程和它的（或他们）独特的定位。目标市场策略包括：（1）市场细分，（2）市场选择，（3）市场定位。 市场细分。市场细分是一个分割成几部分或几个同质异构的潜在市场的进程。换句话说，在一个潜在的市场客户可能有不同的偏好。因此，使用产品和产品计划并不是一个有效和高效的办法。为了有效和有效率，管理者需要根据顾客的喜好对潜在顾客进行整合，根据该公司的实力，用独特的服务来满足其中一个或多个组别细分市场。另一种看待市场细分的方式是测试市场是否存在同质偏好或者需求差异性。良好的市场细分结果应具有以下特征的部分：（1）实体性（即：每个细分市场的容量足够大），（2）可盈利/可辨识/可测性（即每个段可在人口或消费心理特征方面的描述）（3）无障碍性（即媒体消费和
Design Without Designers 网站截图： https://www.doczj.com/doc/d03223494.html,/baidu?word=%B9%A4%D2%B5%C9%E8%BC%C6%D3%A2%CE%C4%CE%C4%CF%D 7&tn=sogouie_1_dg 原文： Design Without Designers I will always remember my first introduction to the power of good product design. I was newly arrived at Apple, still learning the ways of business, when I was visited by a member of Apple's Industrial Design team. He showed me a foam mockup of a proposed product. "Wow," I said, "I want one! What is it?" That experience brought home the power of design: I was excited and enthusiastic even before I knew what it was. This type of visceral "wow" response requires creative designers. It is subjective, personal. Uh oh, this is not what engineers like to hear. If you can't put a number to it, it's not important. As a result, there is a trend to eliminate designers. Who needs them when we can simply test our way to success? The excitement of powerful, captivating design is defined as irrelevant. Worse, the nature of design is in danger. Don't believe me? Consider Google. In a well-publicized move, a senior designer at Google recently quit, stating that Google had no interest in or understanding of design. Google, it seems, relies primarily upon test results, not human skill or judgment. Want to know whether a design is effective? Try it out. Google can quickly submit samples to millions of people in well-controlled trials, pitting one design against another, selecting the winner based upon number of clicks, or sales, or whatever objective measure they wish. Which color of blue is best? Test. Item placement? Test. Web page layout? Test. This procedure is hardly unique to Google. https://www.doczj.com/doc/d03223494.html, has long followed this practice. Years ago I was proudly informed that they no longer have debates about which design is best: they simply test them and use the data to decide. And this, of course, is the approach used by the human-centered iterative design approach: prototype, test, revise. Is this the future of design? Certainly there are many who believe so. This is a hot topic on the talk and seminar circuit. After all, the proponents ask reasonably, who could object to making decisions based upon data? Two Types of Innovation: Incremental Improvements and New Concepts In design—and almost all innovation, for that matter—there are at least two distinct forms. One is