商务英语论文范文

商务英语论文范文 Strategies on Cosmetic Marketing School: Heilongjiang University May 10, xx Abstract The modern sense of the marketing ideological originally started in the early 20th century，the change that marketing research converted traditional economics into management science marked the beginning of the marketing management era, 4Pss proposed by expert have laid the foundation theoretical framework for the management of marketing. The major issues which our marketing academia and business circles are facing with currently are that how can mature international marketing theory integrate with China market in transition. Business marketing strategy is the main activity of the modern business marketing and whether the strategies are scientific is directly related to the suess or failure. Hence, to make the business marketing activities operate and to achieve the expected economic benefits, we must research, analyze and evaluate the business marketing strategies. With the continuous development of the society, the cosmetics industry has bee a shining star. In this paper, I analyzed the present situation of Chinas cosmetic industrys petition and summarized the marketing strategies of foreign brand-name cosmetics. I studied that how can domestic small cosmetics stand out in a highly petitive market and expand the market share by focusing on branding and marketing strategy. This has a very important practical significance for improving our ability and level of analyzing and solving problems. Key words cosmetics industry, products, brands, marketing, strategy 摘要 现代意义的市场营销思想最初始于20世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始，4个P理论的提出奠定了管理营销的基础理论框架，如何将国际成熟的营销理论与方法和中国转型市场完成对接，是当前摆在我国营销学界和企业界面前的一个重大课题。企业市场营销战略，是现代企业市场营销的主要活动，战略和策略制定是否科学，直接关系到企业营销的成败。因此，要使企业营销活 动正常进行，取得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。随着时代的不断发展，化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状，总结分析了国外名牌化妆品的营销策略，重点从和营销策略出发，研究国内中小化妆品如何在竞争激烈的市场上脱颖而出，扩大市场份额。对于提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义。 关键词 化妆品行业，产品，品牌 ，营销 ，策略 Contents Abstract . I 摘要 .II 1. Introduction . 1 2. Overview of Marketing Theory . 1 2.1 Traditional Marketing Theory . 1 2.2 4Ps Theory . 1 2.3 SWOT analysis . 2 3. 4Ps Theorys Application of Three Brands Marketing Strategies . 2 3.1 Product Strategies . 2 3.1.1 Product Strategies Applied in Avon . 2 3.1.2Product Strategies Applied in Natural Republic . 3 3.1.3Product Strategies Applied in Pehchaolin . 3 3.2 Price Strategies . 3 3.2.1 Price Strategies Applied in Avon . 3 3.2.2 Price Strategies Applied in Natural Republic . 4 3.2.3 Price Strategies Applied in Pehchaolin . 4 3.3 Place Strategies . 4 3.3.1 Place Strategies Applied in Avon . 4 3.3.2 Place Strategies Applied in Natural Republic . 4 3.3.3 Place Strategies Applied in Pehchaolin . 5 3.4 Promotion Strategies . 5 3.4.1 Promotion Strategies Applied in Avon . 5 3.4.2 Promotion Strategies Applied in Natural Republic . 5 3.4.3 Promotion Strategies Applied in Pehchaolin . 5 4 SWOT Analysiss Application of Three Brands Marketing Strategies . 6 4.1 Strength Analysis . 6 4.1.1 Strength Analysis of Avon . 6 4.1.2 Strength Analysis of Natural Republic . 6 4.1.3 Strength Analysis of Pehchaolin . 7 4.2 Weakness Analysis . 7 4.2.1 Weakness Analysis of Avon . 7 4.2.2 Weakness Analysis of Natural Republic . 7 4.2.3 Weakness Analysis of Pehchaolin . 7 4.3 Opportunity Analysis . 8 4.4 Threats Analysis . 8 Conclusion . 10 References . 11 Acknowledgements. 12 Strategies on Cosmetic Marketing 1. Introduction In this paper, I used the Avon of United States, Natural Republic of South Korea and Pehchaolin of China as examples. Avons marketing strategies are the most persuasive as it is the world-famous brand of cosmetics. South Korea has advanced technologies of producing. Although Natural Republic is an emerging brand, it can quickly capture the market shows the advantage of its marketing strategies. Pehchaolin is a Chinese historic brand and it is constantly improving their marketing strategies in order to oupy more market share under the impact of the age. I referenced the 4Ps theory and SWOT analysis, through analyzing and paring with the three panies marketing strategies to find out the advantages or areas for improvement and excellent marketing strategies that we can learn from. 2. Overview of Marketing Theory Marketing is the activity, set of institutions, and processes for creating, municating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at-large. 2.1 Traditional Marketing Theory For marketing, western scholars have given hundreds of definitions, the following are more representative. In 1960, American Marketing Association (AMA) defined marketing for “marketing is a business way which guides the goods and services from producers to consumers or users”. E. J. McCarthy held that marketing is the business activity that guides the goods and services from the producers to the consumers or users in order to satisfy customers and achieve business goals. This definition is more advanced than the previous one by AMA because it has clearly pointed out the panys business goal is to meet customers needs and make profit. It can be seen from the above definition that with the development of the social economy and the deepening of human understanding, the connotation and denotation of the marketing have been greatly eiched and expanded. The process extended forward to a variety of activities in the field of production and pre-production and back to the consumers after the end of the sale. Its content expanded to market research, market segmentation, product development, pricing, select distribution channels, advertising, promotion, service, information feedback and other aspects. 2.2 4Ps Theory E. Jerome McCarthy, the professor of the University of Michigan, has attributed the elements of the panies marketing strategies to a bination of four basic strategies for the first time in his Basic Marketing in 1960. This was known as the 4Ps theory: product, price, place, promotion. 4Pss proposed laid the foundation theoretical framework for the management of marketing and provided theoretical guidance and time methods for business marketing management. 商务英语写作论文 学 院： 外 国 语 学 院 专 业： 商 务 英 语 年 级： 2 0 1 2 级 姓 名： 张 胜 男 论文题目： Implication of Cultural Differences on International Business Negotiations 指导教师： 李晶漪 职称： 副教授成 绩： xx 年 6 月 19 日 Contents Abstract. . 3 Key words . 3 摘 要 . 3 关键词 . 4 1.Introduction . 4 2. Types of Culture Differences . 4 2.1 Value View . 4 2.2. Negotiating Style . 5 2.3. Thinking Model . 5 3. Impact of Cultural Differences on International Business Negotiations 5 3.1Impact of Value Views Differences on International Business Negotiations 6 3.2 Impact of Negotiating Style Differences on International Business Negotiations . 6 3.3 Impact of Thinking Model Differences on International Business Negotiation . 7 4. Coping Strategy of Negotiating across Cultures . 7 4.1 Making Preparations before Negotiation. . 8 4.2 Overing Cultural Prejudice . 8 4.3 Conquering Communication Barriers . 8 5. Conclusion . 9 Bibliography . 10 Implication of Cultural Differences on International Business Negotiations Name: Zhang ShengnanNo.: xx5061824 Business English MajorSchool of Foreign Languages Supervisor: Li _gyi Title: Associate Professor Abstract: The business negotiations under different cultural conditions e to cross- cultural negotiations. With the economic globalization and the frequent business contacts, cultural differences seem to be very important; otherwise they could cause unnecessary misunderstanding, even affect the result of the business negotiations. This means it is very important to know the different culture in different countries and the ways to avoid the culture conflicts in the international business negotiations. The article mences from the types of culture differences, then it explains the impacts of these culture differences on international business negotiation and finally it analyzes how to deal with the problem of the cultural differences correctly in negotiation process. Such a standpoint is emphasized: In the business negotiations between different countries, negotiators should aept the other partys culture, and try to make him be aepted; then make a correct evaluation with the help of valid munication and discover their real benefits between them. Besides, we should know clearly and try to aept the culture differences as possible as we can. It is very important for the suess of culture negotiations. Key words: Culture; Cultural differences; Business negotiation; Impact 摘 要:不同文化条件下的商务谈判就是跨文化谈判。在世界经济日趋全球化的今天，随着国际间商务交往活动的频繁和密切，各国间的文化差异就显得格外的重要，否则将会引起不必要的误会，甚至可能直接影响商务交往的实际效果。这味着如何化解各国不同文化背景在国际商务谈判中是非常重要的。文章从文化差异的类型入手，然后解释了这些文化差异对国际商务谈判的影响，最后分析了如何正确解决谈判过程中文化差异的问题。文章强调了这样一个观点，在不同国 家商务谈判中，谈判员应该接受对方的文化，并试图是自己被对方所接受，然后在有效沟通的帮助下做出正确评估，并找出它们之间的真正利益。此外，们应该尽可能的清楚的了解并发现对方的文化。这对文化谈判的成功至关重要。 关键词：文化；文化差异；商务谈判；影响 1.Introduction Along with the advancement globalization and Chinas WTO entry, business enterprises in China have to face more and more business negotiations with foreign enterprises, especially with American enterprises. In these negotiations, Chinese negotiators sometimes feel unfortable, puzzled, lost, irritated and the alike, because of unfamiliar custom and behaviors demonstrated by American negotiators. Meanwhile, American negotiators confront the same situation. Cult rural differences between China and west countries could cause many problems. Therefore, understanding cultural differences and overing them is crucial in international business negotiations. Although the definition of culture is numerous and vague, it is monly Recognized that culture is a shared system of symbols, beliefs, values, attitudes and expectations. Culture is a major determinant in business negotiation. So have a clear picture of culture differences if of great significance. 2. Types of Culture Differences The east countries and west countries have produced different cultures on the different continents. Among the different cultures, value views, negotiating style and thinking model appear more obvious. 2.1 Value View Value view is the standard that people use to asses objective things. It includes time view, equality view and objectivity. People may draw a different or even contradictory conclusion about the same thing. Value view is one of the most important differences among the many factors. It can influence the attitude, needs and behavior of people. The value view varies from nation to nation, people know that the eastern person focus on collectivism, while the western people pay more attention to individualism. 2.2. Negotiating Style Negotiating style refers to the tolerance and graces which the negotiator shows in the negotiation. The negotiators show their negotiating style through behavior, manners and the method of controlling negotiation process during the negotiation. The negotiators negotiating style has a bearing on their culture background. Aording to the culture differences, negotiating style falls into two types: the east negotiating style pattern and the west negotiating style pattern. 2.3. Thinking Model Thinking model reflects the culture. Because of the influences of history background, continents, words and living method, different nations generate different thinking models. Surely, there is more than one thinking model of a nation, but one is more obvious pared with others. As a whole, east people, especially Chinese have strong prehensive thinking, image thinking and curved thinking, while analytical thinking, abstract thinking and direct thinking are possessed by the west people. 3. Impact of Cultural Differences on International Business Negotiations With the rapid development of economy, we need to do business with businessmen under different culture background, so in order to reach trade agreement, it is necessary for us to study the impact of culture differences on international negotiation in global business activities. The impact of cult