毕业论文英文（精选多篇）

推荐第1篇：英文毕业论文摘要

摘要

《喜福会》是华裔作家谭恩美于20世纪80年代末创作的，小说讲述了四位中国移民母亲与他们在美国成长的女儿们的故事。本文主要研究米切尔的女性理论在作品《喜福会》中的体现，以女性在家庭和社会中的地位为切入点，深入分析了女性所承受的压迫。本文从三个方面进行描写，米切尔的“妇女的领地”理论，《喜福会》中的女性地位及增强的自我意识感在喜福会中的体现。得出女性在家庭中承受男性给予的压迫是不可避免的，而且只有女性自己才能解放自己的结论。

关键词：女性；家庭；压迫；米切尔“妇女的领地”

Abstract

The Joy Luck Club is written by famous Chinese American writer Amy Tan in the end of 1980s.It is about the experience of four mothers immigrating from China and their four American born daughters living in the United States.This paper mainly discues the application of Mitchell’s Women’s Estate in The Joy Luck Club.Based on the position of women in society and family, writer thoroughly analyzes the oppreions on women.The paper includes three chapters, theory of “Women’s Estate”, the position of women in The Joy Luck Club and consciousne-raising reflected in the Joy Luck Club.Accordingly, it is reveals that the oppreions given by men on women in families are inevitable, only can women have the ability to liberate themselves.

Key Words: women; families; oppreions; Mitchell’s “Women’s Estate”

推荐第2篇：英文毕业论文陈述句

sci 句型大全作者： 满大鹏

再也不用愁SCI了，再也不愁论文中的英文怎么写了！！！英语学术论文常用句型 来源： 辛亮的日志 英语学术论文常用句型 Beginning 1.In this paper, we focus on the need for 2.This paper proceeds as follow.3.The structure of the paper is as follows.4.In this paper, we shall first briefly introduce fuzzy sets and related concepts 5.To begin with we will provide a brief background on the Introduction 1.This will be followed by a description of the fuzzy nature of the problem and a detailed presentation of how the required membership functions are defined.2.Details on xx and xx are discued in later sections.3.In the next section, after a statement of the basic problem, various situations involving poibility knowledge are investigated: first, an entirely poibility model is proposed; then the cases of a fuzzy service time with stochastic arrivals and non fuzzy service rule is studied; lastly, fuzzy service rule are considered.Review 1.This review is followed by an introduction.2.A brief summary of some of the relevant concepts in xxx and xxx is presented in Section 2.3.In the next section, a brief review of the ....is given.4.In the next section, a short review of ...is given with special regard to ...5.Section 2 reviews relevant research related to xx.6.Section 1.1 briefly surveys the motivation for a methodology of action, while 1.2 looks at the difficulties posed by the complexity of systems and outlines the need for development of poibility methods.Body 1.Section 1 defines the notion of robustne, and argues for its importance.2.Section 1 devoted to the basic aspects of the FLC decision making logic.3.Section 2 gives the background of the problem which includes xxx 4.Section 2 discues some problems with and approaches to, natural language understanding.5.Section 2 explains how flexibility which often ...can be expreed in terms of fuzzy time window 6.Section 3 discues the aspects of fuzzy set theory that are used in the ...7.Section 3 describes the system itself in a general way, including the …..and also discues how to evaluate system performance.8.Section 3 describes a new measure of xx.9.Section 3 demonstrates the use of fuzzy poibility theory in the analysis of xx.10.Section 3 is a fine description of fuzzy formulation of human decision.11.Section 3, is developed to the modeling and proceing of fuzzy decision rules 12.The main idea of the FLC is described in Section 3 while Section 4 describes the xx strategies.13.Section 3 and 4 show experimental studies for verifying the proposed model.14.Section 4 discues a previous fuzzy set based approach to cost variance investigation.15.Section 4 gives a specific example of xxx.16.Section 4 is the experimental study to make a fuzzy model of memory proce.17.Section 4 contains a discuion of the implication of the results of Section 2 and 3.18.Section 4 applies this fuzzy measure to the analysis of xx and illustrate its use on experimental data.19.Section 5 presents the primary results of the paper: a fuzzy set model ..20.Section 5 contains some conclusions plus some ideas for further work.21.Section 6 illustrates the model with an example.22.Various ways of justification and the reasons for their choice are discued very briefly in Section 2.23.In Section 2 are presented the block diagram expreion of a whole model of human DM system 24.In Section 2 we shall list a collection of basic aumptions which a ...scheme must satisfy.25.In Section 2 of this paper, we present representation and uniquene theorems for the fundamental measurement of fuzzine when the domain of discourse is order dense.26.In Section 3, we describe the preliminary results of an empirical study currently in progre to verify the measurement model and to construct membership functions.27.In Section 5 is analyzed the inference proce through the two kinds of inference experiments...This Section 1.In this section, the characteristics and environment under which MRP is designed are described.2.We will provide in this section basic terminologies and notations which are neceary for the understanding of subsequent results.Next Section 2.The next section describes the mathematics that goes into the computer implementation of such fuzzy logic statements.3.However, it is cumbersome for this purpose and in practical applications the formulae were rearranged and simplified as discued in the next section.4.The three components will be described in the next two section, and an example of xx analysis of a computer information system will then illustrate their use.5.We can interpret the results of Experiments I and II as in the following sections.6.The next section summarizes the method in a from that is useful for arguments based on xx Summary 1.This paper concludes with a discuion of future research consideration in section 5.2.Section 5 summarizes the results of this investigation.3.Section 5 gives the conclusions and future directions of research.4.Section 7 provides a summary and a discuion of some extensions of the paper.5.Finally, conclusions and future work are summarized 6.The basic questions posed above are then discued and conclusions are drawn.7.Section 7 is the conclusion of the paper.Chapter 0.Abstract 1.A basic problem in the design of xx is presented by the choice of a xx rate for the measurement of experimental variables.2.This paper examines a new measure of xx in xx based on fuzzy mathematics which overcomes the difficulties found in other xx measures.3.This paper describes a system for the analysis of the xx.4.The method involves the construction of xx from fuzzy relations.5.The procedure is useful in analyzing how groups reach a decision.6.The technique used is to employ a newly developed and versatile xx algorithm.7.The usefulne of xx is also considered.8.A brief methodology used in xx is discued.9.The analysis is useful in xx and xx problem.10.A model is developed for a xx analysis using fuzzy matrices.11.Algorithms to combine these estimates and produce a xx are presented and justified.12.The use of the method is discued and an example is given.13.Results of an experimental applications of this xx analysis procedure are given to illustrate the proposed technique.14.This paper analyses problems in 15.This paper outlines the functions carried out by ...16.This paper includes an illustration of the ...17.This paper provides an overview and information useful for approaching 18.Emphasis is placed on the construction of a criterion function by which the xx in achieving a hierarchical system of objectives are evaluated.19.The main emphasis is placed on the problem of xx 20.Our proposed model is verified through experimental study.21.The experimental results reveal interesting examples of fuzzy phases of: xx, xx 22.The compatibility of a project in terms of cost, and xx are likewise represented by linguistic variables.23.A didactic example is included to illustrate the computational procedure Chapter 1.Introduction Time 1.Over the course of the past 30 years, ..has emerged form intuitive 2.Technological revolutions have recently hit the industrial world 3.The advent of ...systems for has had a significant impact on the 4.The development of ...is explored 5.During the past decade, the theory of fuzzy sets has developed in a variety of directions 6.The concept of xx was investigated quite intensively in recent years 7.There has been a turning point in ...methodology in accordance with the advent of ...8.A major concern in ...today is to continue to improve...9.A xx is a latecomer in the part representation arena.10.At the time of this writing, there is still no standard way of xx 11.Although a lot of effort is being spent on improving these weaknees, the efficient and effective method has yet to be developed.12.The pioneer work can be traced to xx [1965].13.To date, none of the methods developed is perfect and all are far from ready to be used in commercial systems.Objective / Goal / Purpose 1.The purpose of the inference engine can be outlined as follows: 2.The ultimate goal of the xx system is to allow the non experts to utilize the existing knowledge in the area of manual handling of loads, and to provide intelligent, computer aided instruction for xxx.3.The paper concerns the development of a xx 4.The scope of this research lies in 5.The main theme of the paper is the application of rule based decision making.6.These objectives are to be met with such thoroughne and confidence as to permit ...7.The objectives of the ...operations study are as follows: 8.The primary purpose/consideration/objective of 9.The ultimate goal of this concept is to provide 10.The main objective of such a ...system is to 11.The aim of this paper is to provide methods to construct such probability distribution.12.In order to achieve these objectives, an xx must meet the following requirements: 13.In order to take advantage of their similarity 14.more research is still required before final goal of ...can be completed 15.In this trial, the objective is to generate...16.for the sake of concentrating on ...research iues 17.A major goal of this report is to extend the utilization of a recently developed procedure for the xx.18.For an illustrative purpose, four well known OR problems are studied in presence of fuzzy data: xx.19.A major thrust of the paper is to discu approaches and strategies for structuring ..methods 20.This illustration points out the need to specify 21.The ultimate goal is both descriptive and prescriptive.22.Chapter 2.Literature Review 23.A wealth of information is to be found in the statistics literature, for example, regarding xx 24.A considerable amount of research has been done ..during the last decade 25.A great number of studies report on the treatment of uncertainties aociated with xx.26.There is considerable amount of literature on planning 27.However, these studies do not provide much attention to uncertainty in xx.28.Since then, the subject has been extensively explored and it is still under investigation as well in methodological aspects as in concrete applications.29.Many research studies have been carried out on this topic.30.Problem of xx draws recently more and more attention of system analysis.31.Attempts to resolve this dilemma have resulted in the development of 32.Many complex procees unfortunately, do not yield to this design procedure and have, therefore, not yet been automated.33.Most of the methods developed so far are deterministic and /or probabilistic in nature.34.The central iue in all these studies is to 35.The problem of xx has been studied by other investigators, however, these studies have been based upon claical statistical approaches.36.Applied ...techniques to 37.Characterized the ...system as 38.Developed an algorithm to 39.Developed a system called ...which 40.Uses an iterative algorithm to deduce 41.Emphasized the need to 42.Identifies six key iues surrounding high technology 43.A comprehensive study of the...has been undertaken 44.Much work has been reported recently in these filed 45.Proposed/Presented/State that/Described/Illustrated/ Indicated/Has shown / showed/Addre/Highlights 46.Point out that the problem of 47.A study on ...was done / developed by [] 48.Previous work, such as [] and [], deal only with 49.The approach taken by [] is 50.The system developed by [] consists 51.A paper relevant to this research was published by [] 52.[]\'s model requires consideration of...53.[]\' model draws attention to evolution in human development 54.[]\'s model focuses on...55.Little research has been conducted in applying ...to 56.The published information that is relevant to this research...57.This study further shows that 58.Their work is based on the principle of 59.More history of ...can be found in xx et al.[1979].60.Studies have been completed to established 61.The ...studies indicated that 62.Though application of xx in the filed of xx has proliferated in recent years, effort in analyzing xx, especially xx, is lacking.Problem / Iue / Question 63.Unfortunately, real-world engineering problems such as manufacturing planning do not fit well with this narrowly defined model.They tend to span broad activities and require consideration of multiple aspects.64.Remedy / solve / alleviate these problems 67....is a difficult problem, yet to be adequately resolved 68.Two major problems have yet to be addreed 69.An unanswered question 70.This problem in eence involves using x to obtain a solution.71.An additional research iue to be tackled is ....72.Some important iues in developing a ...system are discued 73.The three prime iues can be summarized: 74.The situation leads to the problem of how to determine the ...75.There have been many attempts to 76.It is expected to be serious barrier to 77.It offers a simple solution in a limited domain for a complex

推荐第3篇：英文毕业论文细谈

一篇优质的毕业论文，它的目录也一定是很精简，一目了然的。因为普通的毕业论文都有一万字上下，篇幅很长，尽管设了分标题，但读起来也还是比较费力的。而在开篇设一个目录，便能让读者简洁明了的看懂你的文章框架结构以及大致走向。所以，今天优越论文网服务老师就来给大家讲解一下目录的制作。

一、清楚目录提纲之间的关联。

优越论文网老师提醒留学生，在之前已经比较了开题报告和提纲的区别，现在要知道目录和提纲的关系。

学生写了开题报告，对于文章的选题方向，当前国内外研究状态，自己要论证的观点有了介绍；在此基础上列出outline，文章要分为哪几大部分论述，每一部分内部又要用哪些分标题、内容来证明，可以写得比较简单、大概、笼统。而目录又是在提纲的基础上进一步准确无误地呈现全部文章的结构。

二、了解目录的重要性。

1、通过阅读目录，读者能够在阅读文章之前对全文的内容、结构有一个大致的了解，以此来决定对于此文是读还是不读，是要略读还是精读。你的文章有没有参考价值，能不能作为别人研究的二手资料。

2、目录可以为读者在选择论文中的某个分论点是提供极大的方便。比如在Word、PDF或是其他格式下阅读，读者认为某一部分可以适当引用的，只需要根据目录迅速定位即可。

3、目录作为论文的导读图，必定是准确的，与文章的纲目一致，即目录中的每一个分标题在文中都有对应关系。必定是清楚无误的，后面对应的页码也是正确的。必定是完整的，作者在制作目录的时候补课不可缺少某一标题，尤其是大的板块标题。

三:制作目录方法。

在Word中最简单也最麻烦的就是在大标题后的一页手录进去，然而对于文档的使用比较熟悉的人会发现，有着更为便捷准确的方法，英国优越论文网老师特别为留学生们总结如下内容。

1、在文档开头，选中要设置一级标题的文字内容，设置好字体、字号等格式，然后选择菜单中的“格式”-“段落”-“缩进和间距”选项卡-“大纲级别”设为1级!(关键步骤!)-“确定”。用同样的办法可以设置二级、三级....标题，区别就是在“大纲级别”里相应选择2级、3级等。

2、用刚设置好的一级标题去刷其它一级标题，其它级别标题依此类推。

3、光标放到想插入目录的位置点“插入”-“引用”-“索引和目录”-“格式”，右边的“显示级别”选择你前面设置过的最大目录级别，最后 “确定”。

目录能够帮助读者更方便的阅读你的论文，同学们一定要重视起来哦！以上就是优越论文网服务老师对论文目录的简单介绍了。优越论文网是一家英国留学申请与论文作业辅导的正规机构,在过去的10年时间里,帮助了英国高校学生顺利申请了一大批英国名校,以及辅导留学生们完成了coursework, aignment,

eay, aignment, research proposal, presentation等各种文书的辅导,得到成千上万的留学生的真正认可.到2015为止，优越论文网实现了客服24小时在线一对一的客户沟通；我们拥有最专业的评估团队, 我们的turn-it-in系统检测帮助留学生朋友保证他们的论文原创性； 同时, 我们还有着庞大的英国院校师资力量支持等优势.如果还有什么不懂的欢迎随时打电话来咨询优越论文网服务老师哦！

推荐第4篇：毕业论文英文致谢

毕业论文致谢1 First of all, I would like to thank my mentor profeor Xiang Ji During my pH.d., teacher Ji teach by precept and example，and let me learn a lot such as how to be a good man and learn the truth.In my doctoral thesis research in the face of a huge field, teacher Ji in the topic direction, the paper structure, thesis methods and other aspects are tirelely inspired and guided by me, step by step in order to guide my progre.The years of my Ph.D.is the most memorable time in my life。Teacher Ji rigorous academic attitude and a strong spirit of innovation always infected me, urging me, encourage me, and it will benefit me all my life, along with me on the academic road of the future.Secondly，thank to Profeor Jian Xia，School of architecture and urban planning of Suzhou University of science and technology, Xia teacher from the research materials and research methods, and many other aspects of my paper to provide a great help, So that my paper is poible to complete.I would like to thank Prof.Liu Zuyi of Suzhou University of Science and Technology for their excellent guidance and review of my paper.I benefited a lot.I would like to thank Profeor Jiang Chang of the School of Mechanics and Civil Engineering, China University of Mining and Technology, for giving me a great idea of my thesis.Their suggestions in the field of underground space are very enlightening for the paper.Their help made the paper go smoothly.Thanks to the Tsinghua University School of architecture profeor Weimin Zhuang and Beijing University of Technology School of architecture and urban planning of profeor Jian Dai on my thesis detailed review.Thanks to the China University of Mining and Technology School of mechanics and civil engineering profeor Junwu Xia on my thesis guidance and comments.I would like to thank the senior engineer of Chen Jun, Jiangsu Provincial Planning and Design Institute, for his important help during my research.I would like to thank Profeor Lian Si of Suzhou University of Science and Technology for their valuable suggestions.Thanks to Profeor Yingxin Zhu of the School of Architecture for my patience.I would like to thank the chief architect of Rongguo Hu of China Academy of Building Research for my important suggestion.Thanks Hui Wang Aociate Profeor, Jie Hong aociate profeor, teacher Chao Luo, teacher Chaochao Chu and Rui Ma, Jun Lan, Hao Wang, Jian Tong Zhao, Da Zhang, Dong Wang, Xinbin Liang, Jiaqi Zhu and other teachers, The discuion of the paper and the warm help.Thanks Huiyu Sun for helping me.Thanks Yang Yang for helping me.Thanks Yunmin Jiang for helping me.Finally I would like to thank my parents for many years of my training, and in my study and research with great encouragement and life of my spirit on the full support.

致谢2

Thanks to my tutor Profeor ChenFei , this paper was completed under the guidance of the tutor.Without the guidance, encouragement and financial support , the paper can not be succefully completed .I have fruitful results and deep feelings in the five years of succeive postgraduate and doctoral programs of study.Tutor\'s excellent quality of behavior, rigorous attitude, the spirit of innovation, ability to grasp the overall situation and sweep down irresistibly from a commanding height, selfle work spirit for students to establish a model of a subtle role, this is also the most valuable wealth that tutors impart to students .In this regard, I would like to pay deep tribute to my tutor.Thanks to Profeor Tian Zuzhi, he has been taking the utmost care it from selection of subject to completion of this thesis .Even in his busy schedule, Profeor Tian also took time to read the article, and put forward many valuable comments and suggestions, so that the author benefited greatly .I would like to take this opportunity to expre my deep gratitude and respect to Profeor Tian Zuzhi .Grateful to profeor Li Aimin, aociate profeor Meng Deyuan, aociate profeor Liu Shanzeng, postdoctoral Qiu Bingjing for the guidance and help in the theoretical analysis and experimental research of the paper .

Expre heartfelt gratitude to the leadership and staff of Xuzhou five Ocean Science and Technology Ltd, which received great support in the design, manufacture and aembly proce of the experimental platform , especially the Mr Deng Zhipeng, Mr Meng Zhigang , Mr Wu Hongzhi, Engineer Yue Fuliang and other workshop Masters .Thank you for the help and care given by the teachers, brothers and sisters in the laboratory and life.Thank you for the happy time they spent with me for five years .Thanks to my family for their care, understanding and support,their selfle dedication and silent hard work is the driving force and courage for me to move forward .In the coming days, I will repay them with all my heart with gratitude.I would like to offer my highest respect and sincere thanks to my family .Thank you for the relevant expert and scholar to review my thesis in their busy schedule, and put forward valuable guidance and suggestions.In this regard, I would like to expre my deep gratitude to all the experts and scholars .

致谢3 I would never have been able to succefully finish this Ph.D thesis without the guidance of my supervisor, and help from my friends as well as support from my family.First of all, I would like to expre my deepest gratitude to Prof.Cao Yijun for his extensive guidance on my research work: from the topic of the thesis, experiments, to the writing of this thesis.His immense knowledge, rigorous attitude and tirele teaching greatly benefited me.I would like to thank him for the advice he provided on both research as well as life in general. Besides my supervisor, I would like to thank Liu Shaofang, profeor of Public Foreign Languages at CMUT, who taught me how to write profeional thesis in English and laid a good foundation for my doctoral degree.In addition, I am grateful to all teachers from School of Chemistry and Engineering at CUMT, for their help on scientific research methods.Last but not least, a special thanks to my family for supporting me spiritually throughout writing this thesis and my life.I would not be in the position where I am now without their love, encouragement and understanding.

推荐第5篇：毕业论文 英文文献翻译

_______ 学 院

毕业论文文献资料翻译

原文名称: “Goldilocks” Liberalization: The Uneven Path Toward Interest Rate Reform in China

课题名称:利率市场化对我国商业银行的影响分析

学生姓名:号:

指导老师:

所在系部:专业名称:

年月

译文

“金发”自由化：中国利率市场化改革的不平之路

Shih and Victor

中国政府的自由化

2003年，中国从亚洲金融危机进入到一段时间的持续增长后，利率市场化改革似乎终于在掌握之内。就如以前一样，中国人民银行的热衷者发布几篇报告以支持利率市场化，而四大银行的代表也提供放慢改革（成2002年）的理由。此外,中国在2003终于摆脱通货紧缩的威胁并恢复相对高速的增长，只有在2004年有中等程度的通胀（图3）。一些惊喜，在2004年10月29日，对贷款利率的上限被解除，允许银行以他们想要的高利息收费（人民日报2005）。此外，银行也可以给予储户低于存款基准利率的利率。类似总督戴显龙的几年前的时间表，中国人民银行发布了一份报告，奠定了完全利率市场化的具体计划。

尽管推行这种市场化，但金融体系的基本逻辑任然保持了一样。在存款方面，存款利率上下限的去除主要是象征性的，因为银行没有理由去不必要地降低利率，使其低于他们的竞争对手所提供的利率。因此，很少数的银行利用市场化的优势来给出低于存款基准利率的利率（2006年绿色）。关于贷款利率市场化，央行的理由是，它将使银行“根据客户不同风险的状况给予不同的贷款和利率”（2005年中国人民银行货币政策研究小组）。虽然这听起来像一个显著的效率增益，但这是发出了现实的信号，即银行继续提供廉价融资，给予有更低的官僚风险状况的国家资助项目和国有企业。在此期间，通过存款利率上限和贷款利率的下限，银行之间的“毁灭性竞争”仍然受到严格的限制。因此，银行仍然不能通过提供更高的存款利率互相竞争。同样，银行无法通过提供给借款者更低的利率来相互竞争，因为银行能提供的最低利率为基准利率的90％。中国人民银行的一份报告显示，整个国有银行全部贷款的27％，被设臵于法定最低利率，这表明银行将会通过给出法定最低利率来竞争（中国人民银行货币政策的研究团队 2005）。为了给中国人民银行信贷，促使城市商业银行和农村信用社贷款利率的市场化，通过提供更多高利率的贷款给在私营部门的高风险的的借款人，提供融资给原先被冻结的正规银行系统分部（中国人民银行货币政策的研究团队 2005）。

进入2008-2009年的经济衰退，对利率的再次控制促进了大规模的反周期投资驱动器。如图2所示，中国人民银行在全球经济低迷时继续保证银行业稳健的利率传导。移

除贷款利率的上限，银行通过贷款赚更多的钱。因此，当中央要求银行于2008年11月为4万亿人民币经济刺激方案提供融资，银行以极大的热情回应。导致2009年中国的贷款向上急速膨胀，比上年增长了惊人的30％。中国人民银行在2009年原本设臵信贷配额是5万亿人民币向上一点点。到今年年底，银行已经做出了历史上最大量的新增贷款，总额近10万亿人民币（潘克赫斯特,郑,和王 2009）。银行持有的存款利率低于基准利率而贷款利率高于基准利率，实际上可收获可观的利润，即使在经济衰退期间（汉2009）。因此，贷款利率上界的自由化得益于所有有关的政治人物。高层的技术专家保留为最大的反周期投资驱动凑集资金的能力，这在中国的历史上是相对容易的。银行仍然防止“毁灭性竞争”，并继续享有稳健的贷款利率传导。由于银行为经济刺激计划提供资金的意愿，财政部不需要发行很多的债务，从而限制财政赤字的规模。虽然一些大型国有企业由于释放出的贷款利率可能付出更高的借贷成本，银行急于提供大量的融资额给他们，使他们向其他实体转贷资金而赚取利润。随着世界逐步摆脱经济危机，由于前两年的快速信贷扩张，通货膨胀的压力在中国建立的非常迅速。2011年初，通货膨胀调转进入危险的境况。然而中国领导人在危机模式下，利率进一步自由化的任何谈话被搁臵。另一位金发的时刻必须在下一轮利率自由化之前提出，使其可以被理解。

结论

虽然中国并没有回应外部强加给我们的政策改革压力， 但是它已经开始自身的重大经济改革。在城市里，许多规模较小的国有企业被私有化或关闭了，而私营部门被允许自由成长（诺顿1996）。大多数商品和服务价格已经被放开（韦德曼2003）。尽管中国经济发生了翻天覆地的变化，但是国家将继续以控制社会的宏观的经济杠杆，允许它通过重要的途径影响经济效果。中央级的技术专家可以通过控制资金的流动和投资方向，确保通胀不上升至无法控制的地步，而增长依然强劲。同时，这些手段也允许他们购买被其他政治局成员保护的利益支持，包括当地官员和国有企业管理人员，特别是在经济停滞的时候。为了保持这些手段的有效性，他们需要储户在中国的国家金融体系的抵押品。如果私人银行出现为存款人提供更高的利率，国有银行必须匹配上更高的利率，从而增加了成本，为大规模的经济刺激计划提供资金。尽管强大的激励促使顶级技术专家保持现状，但是利率市场化改革在中国已经取得了一些进展。即使在20世纪80年代，非正式的银行也提供着很高的存款利率。进入20世纪90年代，央行行长感受到西方关于货币政策以及中国人民银行政治性角色的担忧，开始认真的推行利率市场化。他们在通货膨胀低，经济增长强劲的时候推进自由化改革。

虽然方便政策制定者制定政治目标，但是中国的利率管制将继续使中国的储户以及一些国外的制造商肩负重但。只要银行争夺存款被禁止，数以百万的储户将继续被人为压低存款利率，来补贴国有银行的盈利能力。国家以较低的成本调动大量资金的能力，也有对世界的负面影响。大部分剩余的国有企业主要集中在重工业和大宗商品部门。因此，就如中国政府智囊团指出的那样，通过宽松的信贷政策，使他们得以保留，而在全球经济衰退的时候，或者在某些情况下，他们甚至扩大自己的能力（国际金融研究中心2009年）。这加剧了全球的产能过剩，并导致中国某些行业的商品，特别是钢材，在世界市场上引起倾销。因此，政府的持续努力以操纵利率，这种行为的一个重要受害者是中国国有企业的全球竞争者。

推荐第6篇：毕业论文(声明——英文摘要)

太原学院本科毕业论文

独 创 申 明

本人呈交的学位论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本学位论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本学位论文的知识产权归属于培养单位。

本人签名：

日期：

I

太原学院本科毕业论文

中文标题

（黑体小二居中）

摘 要：（黑体小四）：人偶戏是XX省临高县的一种具有地方特色的表演形式，它以其历史悠久和社会基础广泛，独特的艺术形式和内容的丰富多彩，以及它的良好发展势头在临高的历史的地位和现实的影响上，广为群众喜爱，使得临高成为中国人偶戏艺术园林之乡，被誉为“世界少有，中国一绝”。人偶戏的演出以人偶同台为特色，以艺人的声色来补充手中公仔的声色的不足，它的演唱以临高话为语言媒介。主要流行于XX岛西北部的临高县及周边的海口市、澄迈县、儋州市等操临高话的市县乡镇。（宋体小四）

关键词（黑体小四）

：关键词1；关键词2；关键词3（宋体小四）

II 太原学院本科毕业论文

Puppet play folk culture research

（英文标题Times New Roman 小二号居中）

ABSTRACT

(Times New Roman 小二号 加粗)

Man-puppet play is a kind of the local form of performance in Lingao county of Hainan province, having a long history and broad social base， the with unique art form and content rich，as well as its good momentum of development in the history of temporary high status and the impact on the reality and widely enjoyed by the maes which is widely loved.Making temporary high as Chinese puppetry arts garden village, it is a treasure of Chinese national intangible cultural heritage, known as “a rare in the world, a must in China”.Puppet play is characterized by dolls performance，complementing the melody of the dolls in artists’hands with the help of their timbres, which sings by means of the Lingao dialect.It’s mainly popular in the northwest of Hainan island and the surroundings, such as Chengmai, Danzhou, Haikou city and other cities and counties where people mainly speak Lingao dialect.(Times New Roman 小四) Key words:Folk culture；Man-puppet play；The basic characteristics； Problems and Solutions（Times New Roman小四）

III

推荐第7篇：如何写毕业论文英文摘要（推荐）

如何写毕业论文英文摘要

一：英文摘要的时态

英文摘要时态的运用也以简练为佳，常用一般现在时、一般过去时，少用现在完成时、过去完成时，进行时态和其他复合时态基本不用。

一般现在时。用于说明研究目的、叙述研究内容、描述结果、得出结论、提出建议或讨论等。分别举例如下：This study(investigation) is (conducted, undertaken) to…The anatomy of secondary xylem(次生木质部) in stem of Davidia involucrata (珙桐) and Camptotheca acuminata (喜树) is compared.The result shows(reveals)…，It is found that…The conclusions are…The author suggests…．涉及到公认事实、自然规律、永恒真理等，当然也要用一般现在时。

一般过去时。用于叙述过去某一时刻(时段)的发现、某一研究过程(实验、观察、调查、医疗等过程)。例如：The heat pulse technique was applied to study the stemstaflow (树干液流) of two main deciduous broadleaved tree species in July and August,1996.需要指出的是，用一般过去时描述的发现、现象，往往是尚不能确认为自然规律、永恒真理的，而只是当时如何如何；所描述的研究过程也明显带有过去时间的痕迹。

现在完成时和过去完成时。完成时少用，但不是不用。现在完成时把过去发生的或过去已完成的事情与现在联系起来，而过去完成时可用来表示过去某一时间以前已经完成的事情，或在一个过去事情完成之前就已完成的另一过去行为。例如：Concrete has been studied for many years.Man has not yet learned to store the solar energy.

二：英文摘要的语态。

采用何种语态，既要考虑摘要的特点，又要满足表达的需要。一篇摘要很短，尽量不要随便混用，更不要在一个句子里混用。

主动语态。现在主张摘要中谓语动词尽量采用主动语态的越来越多，因其有助于文字清晰、简洁及表达有力。The author systematically introduces the history and development of the tiue culture of poplar 比 The history and development of the tiue culture of poplar are introduced systematically语感要强。必要时，The author systematically都可以去掉，而直接以Introduces开头。

被动语态。以前强调多用被动语态，理由是科技论文主要是说明事实经过，至于那件事是谁做的，无须一一证明。事实上，在指示性摘要中，为强调动作承受者，还是采用被动语态为好。即使在报道性摘要中，有些情况下被动者无关紧要，也必须用强调的事物做主语。例如：In this case, a greater accuracy in measuring distance might be obtained.

三： 英文摘要的人称

原来摘要的首句多用第三人称This paper…等开头，现在倾向于采用更简洁的被动语态或原形动词开头。例如：To describe…， To study…， To

investigate…， To ae…，To determine…，The torrent claification model and the hazard zone mapping model are developed based on the geography information system.行文时最好不用第一人称，以方便文摘刊物的编辑刊用。

四：应避免一些常见的错误

冠词。主要是定冠词the易被漏用。the用于表示整个群体、分类、时间、地名以外的独一无二的事物、形容词最高级等较易掌握，用于特指时常被漏用。这里有个原则，即当我们用the时，听者或读者已经确知我们所指的是什么。例如：The author designed a new machine.The machine is operated with solar energy.由于现在缩略语越来越多，要注意区分a和an，如an X ray.数词。避免用阿拉伯数字作首词，如：Three hundred Dendrolimus

tabulaeformis larvae are collected…中的 Three hundred不要写成300.单复数。一些名词单复数形式不易辨认，从而造成谓语形式出错。

尽量使用短句。因为，长句容易造成语义不清；但要避免单调和重复。科技期刊涉及专业多，英文更是不易掌握，各行各业甚至表达方式、遣词造句都有区别。如果有机会，要多与英语国家同行接触，多请他们改一些国人所撰写的摘要或论文，积累经验，摸索规律。如果缺少这样的机会，多看英文文献，也会有助于我们英文写作及水平的提高

推荐第8篇：英文毕业论文摘要怎么写

英文毕业论文摘要怎么写

我国大部分高校都要求英语专业的学生撰写毕业论文摘要，其作用是对所写论文进行简要概述，包括研究论题、方法、意义以及由此得出的结论。通过问阅读摘要，读者可不必浏览全文便能把损论文的主旨。内容决定形式.摘要简明扼要的特点决定其用词需要精练准确，紧扣论题。您不妨查看一下本站提供的：毕业论文摘要格式，英文摘要的书写技巧，英文摘要的写作要求，英文论文摘要常用语句，英文论文和摘要写作的一点体会。

英语毕业论文摘要和关键词

一般来说，毕业论文摘要的字数要求在100一200个单词左右。尽管摘要的具体内容因所选专业和论题而异，但其各组成部分的撰写格式还是有一定的规律可循的。

(1)主题句。

摘要的第一句话往往开门见山，宜奔主题，提出研究目的和对象。常用句式如下。

The purpose of this paper is...The primary goal of this research is...

In this paper(article), we aim at...

(2)主体句。

在概述了论题后接下来就要进一步以所涉及的研究方法、实验过程、调查或论证分析等具体内容来填充骨架。常用的句式如下。

The method used in this is known as...

The technique we have uses is referred to as...

The procedure can be described as...

(3)结束句。

从某种意义上说，摘要就相当于一篇微型论文，其结束句的功能也类似本论中的结论，需要阐明结果，说明应用，点明意义或引发反思。其常用句式如下。

Ih conclusion, we state that...

In summing up it may be stated that..

Therefore, it can be concluded that...

如果说摘要是整篇论文的缩影，那么关键词就是从中提炼出的精华，它们直指中心

论题，是论文中出现频率最高的词汇，同时也是论文论述的焦点。关键词大多为名词

形式，字数一般为4—6个，个数限制在2—10个，其问用逗号隔开，首字母不必大写。

例如，

Thts thesis anempts to look into the inner 5ystem of Humourous utterances, Based on the principles of cognitive-pragmatics， this paper brings some more examples ofhummours utterances into the scope of relevance theory to explore the theoretical expLanation for humourous unerance.

Key woTds; relevance theory， humourous utterance

从这篇摘要还可以看出关键词的提取离不开论文的标题，因为后者是全文主旨的高度沈缩.起着高屋建瓴的作用。

文章来源：

推荐第9篇：9.毕业论文英文文献翻译

Audit Office Size, Audit Quality, and AuditPricing Jong-Hag Choi, Chansog (Francis) Kim, Jeong-Bon Kim, and YoonseokZang SUMMARY: Using a large sample of U.S.audit client firms over the period 2000–2005,this paper investigates whether and how the size of a local practice office within anaudit firmhereafter, office size is a significant, engagement-specific factor determiningaudit quality and audit fees over and beyond audit firm size at the national level andauditor industry leadership at the city or office level.For our empirical tests, audit qualityis measured by unsigned abnormal accruals, and the office size is measured in twodifferent ways: one based on the number of audit clients in each office and the otherbased on a total of audit fees earned by each office.Our results show that the officesize has significantly positive relations with both audit quality and audit fees, even aftercontrolling for national-level audit firm size and office-level industry expertise.Thesepositive relations support the view that large local offices provide higher-quality auditscompared with small local offices, and that such quality differences are priced in themarket for audit services.Keywords:audit office; office size; audit quality; audit pricing.Data Availability:Data are publicly available from sources identified in the paper.The way we think about an accounting firm changes dramatically when we shift the unit of analysisaway from the firm as a whole, to the analysis of specific city-based offices within a firm.In termsof DeAngelo’s1981b argument, a Big 4 accounting firm is not so big when we shift to theofficelevel of analysis.For example, while Enron represented le than 2 percent of Arthur Ander-sen’s national revenues from publicly listed clients, it was more than 35 percent of such revenues in the Houston office.

INTRODUCTION

As alluded to in the above quote, the size of a city-based audit engagement office could bea more crucial determinant of audit quality and thus audit feesthan the size of anational-level audit firm because the city-based office is a semi-autonomous unit withinan audit firm with its own client base.It is an office-based engagement partner or audit team, notnational headquarters, who actually administers and implements individual audit engagement con-tracts, including the delivery of audit services and the iuance of an audit opinion.In this regard,Wallman(1996) and Francis (2004) argue that the aement of auditor independence needs tofocus more on the individual office level rather than the entire firm level because most of the auditdecisions with respect to a particular client are made within each individual office.The anecdotalevidence on the collapse of Enron, which was audited by the Houston office of Arthur Andersen,is a good example that demonstrates the importance of office-level audit quality.However, much of extant audit research has focused its attention on two national-level audit firm characteristics asfundamental determinants of audit quality, namely: audit firm size (e.g., Simunic and Stein 1987 ;Becker et al.1998 ; Francis and Krishnan 1999; Kim et al.2003; Choi and Doogar 2005), andauditor industry leadership (e.g., DeFond et al.2000 ; Balsam et al.2003 ; Krishnan 2005).These studies find, in general, that large audit firms with international brand names (i.e., Big4 auditors ) or industry expertise provide higher-quality audit services than small audit firms which lack such brand names or industry expertise.Implicit in this line of research is the aumptionthat audit quality is homogeneous acro offices of various sizes located in different cities withinthe same audit firm.As a result, we have little evidence on cro-office differences in audit quality,and in particular, whether and how the size of a local engagement office has an impact on auditquality and/or audit pricing.A natural question

to

ask

is:

Is

the

office

size

an additionalengagement-specific factor determining audit quality and thus audit pricing over and beyond auditfirm size and industry leadership? We aim to provide direct evidence on this unexplored question.Several recent studies provide indirect evidence suggesting that audit quality may differacro different engagement offices within an audit firm.For example, in the first U.S.study thatuses each engagement office as the unit of analysis, Reynolds and Francis (2000, 375) find thatwhen client size is measured at the office level using office-specific clienteles, “Big 5 auditorsreport

more

conservatively

for

larger clients.”Further,Ferguson et al.(2003) and Francis et al.(2005) find that city-specific, office-level industry leadership, when combined with the national-level leadership, generates the highest audit fee premiums and thus, by inference, higher auditquality in the Australian and U.S.audit markets, respectively, while national-level industry lead-ership alone has no effect.Subsequently, Francis et al.(2006) document that client earningsquality proxied by abnormal accruals is higher when auditors are city-level industry leaders alone,or they are both city-level and national-level industry leaders.Put differently, their results indicatethat national-level industry leadership alone has no significant impact on audit quality.Morerecently, Choi et al.(2007) show that the geographical proximity of the city-based engagementoffice to clients’ headquarters is positively aociated with the accrual quality of clients, suggest-ing that the geographical location of the auditor’s office is an important engagement-specificdeterminant of audit quality.The above findings, taken together, suggest that city-based, office-level characteristics may play an important role in determining audit quality and thus audit pricing.It should be pointed out, however, that none of these studies has paid attention to the question ofwhether the size of a local engagement office is systematically aociated with audit quality andfees paid to auditors.To bridge this gap in our knowledge, we investigate a hitherto under-researched question ofwhether, and how, the size of a local engagement office hereafter, office sizeis aociated withaudit quality and audit pricing.We first hypothesize that office size is systematically aociatedwith audit quality even after controlling for audit firm size at the national level and auditorindustry expertise at the office level.As will be further elaborated in the next section, one would observe a positive aociation if the audits by large offices are of higher quality than the audits bysmall offices.Second, we also examine the aociation between the office size and audit fees.Previous research shows that audit quality is priced in the market (Choi et al.2008; Craswell et al.1995; Ferguson et al.2003 ; Francis et al.2005 ).To the extent that the office size is positivelyaociated with audit quality, one can predict that the larger is the office size, the higher is theaudit quality, and thus the greater is the audit fee.Therefore, a positive aociation between theoffice size and audit fees could be viewed as evidence corroborating the positive aociationbetween the office size and audit quality.In testing our hypotheses, we aert that biased earnings reporting can be used to drawinferences about audit quality, and we use the magnitude of abnormal accruals as a proxy for auditquality.To measure abnormal accruals, we rely on two alternative models developed by Ball andShivakumar(2006)and Kothari et al.(2005).In addition, we estimate the size of a local engage-ment office using the Audit Analytics database, which provides the identity of audit engagementoffices for all SEC registrant clients.We measure office size in two different ways: one based onthe number of audit clients in each office, and the other based on a total of audit fees earned byeach office.Briefly, our results reveal that in the U.S.audit market, both audit quality and audit fees arepositively aociated with office size after controlling for audit firm size at the national levelproxied by a Big 4 dummy variable , industry leadership at the local office level proxied by anindustry specialist dummy variable), and other relevant factors.These results are robust to abattery of sensitivity checks we perform.Our study contributes to the existing literature in several ways.First, our paper is one of fewstudies which document that audit quality is not homogeneous acro local offices within an auditfirm.To our knowledge, our paper is one of the first studies that provide direct evidence that thesize of an

audit

engagement

office

is

an

important engagement-specific determinant of auditquality in the U.S.The results of our study suggest that future research on audit quality differentiation needs to pay more attention to office-level auditor behavior as the unit of analysis and tothe size of a local engagement office.Second, this paper is the first to consider office size as acritical factor in audit pricing.Given that no previous research has examined whether audit feesare influenced by the size of a local office, our evidence helps us better understand the nature ofauditor-client relationships in the context of audit pricing.Finally, the findings in this study provide both regulators and practitioners with useful insightsinto what determines audit quality and thus audit fees.Our results suggest that regulators wouldhave a better aement of audit quality if they shift the level of quality comparison to smallversus large auditors at the office level, and away from Big 4 versus non-Big 4 auditors at thenational level.Economic theory on quality premiums claims that producing goods and services ofa uniform quality for various markets and consumers over time is crucial for maintaining qualitypremiums(e.g., Klein and Leffler 1981; Kreps and Wilson 1982 ; Shapiro 1983).Similarly, ourevidence suggests that large, Big 4 auditors should take care to maintain a similar level of auditquality acro offices of different sizes because a systematically poor-quality audit service per-formed by a local office could potentially cause damage to the reputation for the entire audit firm.HYPOTHESIS DEVELOPMENT Office Size and Audit Quality A growing body of audit research emphasizes the importance of analyzing the behavior ofauditors in city-based, local engagement offices.However, none of these studies has paid atten-tion to the size of a local office in the context of audit quality.Why does the office size matter inaudit quality over and beyond two well-known audit firm characteristics, i.e., audit firm size orbrand name(Big 4 versus non-Big 4) and industry expertise? In DeAngelo’s(1981b) framework, an auditor’s incentive to compromise audit quality withrespect to a particular client depends on the economic importance of the client relative to theauditor’s client portfolio.Her analysis indicates that large auditors are likely to provide higher-quality audit services to a particular client than small auditors because an auditor’s economicdependence on that client is negligible for large auditors, and large auditors have more to lose (i.e.,bear higher reputation lo ) in case of audit failures, compared with small auditors.DeAngelo’s(1981b) theory can also be applied to the analysis of audit quality differentiationbetween large versus small offices, because a local engagement office can be viewed as a semi-autonomous unit in terms of its audit decisions, client base, revenue sources, and other factors (Francis 2004; Francis et al.2006; Wallman 1996) .Large local offices are le likely to depend ona particular client than small local offices because the former have deeper office-level clientelesand thus are le economically dependent on a particular client.In other words, large offices arele likely to acquiesce to client preure for substandard reporting than small offices.Further, local offices, whether small or large, may not bear the full amount of reputationloes aociated with an audit failure because a substantial portion of the reputation loes arelikely borne by the national-level audit firm itself.While the reputation loes in the event of auditfailures are likely to be greater for large audit firms (DeAngelo1981b ), the loes are not necearily greater for large local offices than for small local offices, because these costs are morefirm-wide in nature rather than office-specific.This means that local offices may be more concerned with the economic importance of a particular client than a potential litigation risk fromaudit failures, in particular, when the offices are small in size.The above arguments lead us topredict that large local offices with relatively deep local clienteles are le likely to compromise audit quality with respect to a particular client, and thus that they are likely to provide higher-quality audit services, ceteris paribus, compared with small local offices with relatively thin localclienteles.In such a case, one would observe a positive aociation between office size and auditquality.We call this prediction the economic dependence perspective .SUMMARY AND CONCLUDING REMARKS While previous auditing research has examined whether and how audit fees and audit qualityare influenced by audit firm size at the national level and auditor industry leadership at both thenational level and the city level, this line of research has paid little attention to the effect of thesize of a local engagement office within an audit firm (i.e., office size) in the context of auditquality and audit pricing.Unlike previous research, the focus of this paper is on whether the officesize is an additional, engagement-specific factor determining audit quality and audit pricing overand beyond national-level audit firm size and office-level industry leadership.Our results can besummarized as follows.First, we find that the office size is positively aociated with audit quality proxied by un-signed abnormal accruals.Our finding is consistent with what we call the economic dependenceperspective: large (small) local offices with deep office-level clienteles are le (more) likely to depend on a particular client, and thus are better (le) able to resist client preure on substandardor biased reporting.Second, we find that large local offices are able to charge higher audit fees totheir clients than small ones, which is consistent with the view that large offices provide higher-quality audits than small offices, and this quality differential is priced as a fee premium in themarket for audit services.However, the above finding is at odds with the view that large officeshave a cost advantage in producing audit services of similar quality and thus are able to chargelower billing rates compared with small offices.Taken together, our results highlight that officesize is one of the most important engagement-specific determinants of audit quality and auditpricing.Last, while we use two alternative, advanced accrual models to alleviate a concern overthe limitations inherent in the Jones (1991) model estimates of abnormal accruals, our measures ofaudit quality, namely unsigned abnormal accruals, may suffer from nontrivial measurement errors.We therefore cannot completely rule out the poibility that the estimated coefficients on our testvariables are biased.However, given that a contemporaneous study of Francis and Yu (2009) documents the same positive aociation between audit quality and audit office size using twoadditional proxies for audit quality, i.e., auditors’ tendency to iue going-concern opinion andclient firms’ likelihood to meet earnings benchmarks, we believe that our results are unlikelydriven by poible measurement errors.Overall, our results suggest that both regulators and audit firms should pay more attention tothe behavior of small offices because they are more likely to be economically dependent on aparticular client, and thus to compromise audit quality.In particular, Big 4 audit firms may need toimplement strategies for providing a more homogenous level of audit services acro offices ofdifferent sizes because a poor-quality audit by a small office could significantly damage thereputation of the entire firm.In today’s global busine environment, the iue of maintaining“uniform quality” should be an even more important concern to reputable auditors because theirbusine becomes increasingly internationalized in terms of locations and client profiles.Forexample, it may be more difficult for Big 4 audit firms to maintain uniform quality of service atthe office level acro different jurisdictions around the world.Further, local offices in differentjurisdictions (e.g., European Union and China) have their own client bases and are likely to bemore autonomous in making audit-related decisions than those within the U.S.It is thereforepoible that the size of a local practicing office plays a more significant role in determining thequality of audit services in other non-U.S.jurisdictions than in the U.S.Given the scarcity ofinternational evidence regarding the effect of audit office size on audit quality and audit pricing,we recommend further research on the iue using international samples from different jurisdic-tions.审计办事处规模，审计质量与审计定价

Jong-Hag Choi, Chansog (Francis) Kim, Jeong-Bon Kim, and YoonseokZang 摘要：此论文使用2000-2005年间对美国审计事务所大量取样的所得数据，以此调查审计事务所中当地办事处规模大小对审计质量和审计价格。实证检验中，审计质量是由异常应计来衡量的，办事处规模则有两种衡量方法：一个是基于每个办事处的审计客户数量，另一个是基于每个办事处挣得的审计费用总额。调查结果显示，办事处规模大小对审计质量与审计费用都有着明显的正相关关系，即使控制了国家级审计公司的规模以及办公水平行业，结果也是如此。这正相关关系印证了规模大的本土办事处相对规模小的办事处来说，能过提供更高质量的审计。质量上的差异在审计市场中有价码的差别。 关键字：审计事务所，办事处规模，审计质量，审计定价 数据可用性：数据皆为公开可用，论文中有指明数据来源。

当我们把对事务所整体的分析转变为对特定的城市中的办事处的分析时，我们对审计事务所的看法同时也有了剧烈的变化。根据迪安哥罗在1981年的论证，当分析办事处规模时，四大会计师事务时也就没有那么大了。举例来说，如果安然公司代表安达信会计事务所上市客户小于2%的收入，那他代表的就是休斯敦办事处大于35%的利润。

简介

正如前文所说，相对于国家级办事处来说，市级审计办事处的规模对审计质量有着更为重要的决定作用。因为市级办事处是半自治的单位，在审计公司中有他专属的客户群。真正管理和执行审计委托合同（包括审计服务的交付和审核意见的发表）的并不是全国总部，而是办事处合作伙伴。就这点而言，威廉与弗兰西斯提出观点，审计独立性的评估需要更多地关注办事处的程度而不是整体公司的程度。因为特定客户的大多数的审计决定都是由单独的办事处制定的。由安达信会计师事务所休斯敦办事处所审计的安然集团的倒闭便是一个很好的例子，证明办事处级别的审计质量的重要性之高。然而，现在许多审计研究都把焦点集中于国家级审计公司的特点，认为两个审计质量基本的决定性因素是审计公司规模和审计行业领导。

研究发现，一般而言，拥有国际知名商标的大审计公司（比如四大）或是有行业专长的公司比非有名及缺乏行业专长的小公司拥有更高质量的审计服务。这个研究隐含的假设是同一公司在不同城市的不同规模的办事处的审计质量是平均的。因此，我们几乎没有收集到不同办事处的审计质量的差别，特别是本土办事处的规模是否影响到审计质量或是审计定价。所以有一个问题：办事处规模是不是决定审计质量的另一个因素因此审计定价比审计公司规模和行业领先地位的高。我们只在为这个还没解决的问题提供直接的证据。 最近有几项研究都提供直接证据证明同一公司的不同办事处的审计质量有所不同。例如，最初美国的雷诺和弗朗西斯使用单独的办事处作为研究的单位，他们发现当用具体办事处的客户来衡量客户规模时，“五大审计师对大客户更为谨慎。”此外，弗格森和弗朗西斯等发现，在澳大利亚和美国审计市场中，当市级行业领先水平与国家级领先水平联合时，审计收费是最高的。而单独国家级行业领先水平则没有这样的效果。随后，弗朗西斯等证实如果审计师是市级行业领导者或同时为国家级与市级领导水平时，非正常应计所代理的客户收益相对较高。换句话说，研究结果表明单独的国家级领先水平对审计质量没有特别显著的影响。最近，崔等人指出办事处与总部的地理集中程度和客户的应计质量成正相关，说明审计办事处的地理位置对审计质量是有决定性影响的。整合以上的发现，说明本地办事处规模对审计质量以及审计定价的决定起很重要的作用。这里需要指出的是，尽管如此，却没有研究者关注过本地办事处的规模是否与审计质量以及审计收费有系统性联系这个问题。

为了填补这一知识空缺，我们决定调查这个迄今还未被研究过的问题，即办事处规模是否与审计质量和定价有关系以及如何联系。首先我们假设办事处规模与审计质量有系统性关联，即使控制了国家标准的审计公司规模和行业专长这两个变量。如果大公司的审计质量比小公司高，则说明是正相关关联，这我们在下文会做进一步阐述。接着，我们还检验了办事处规模与审计定价之间的关系。之前有研究指出审计质量在市场上被标价。办事处规模与审计质量正相关，以此来看，我们可以推测，办事处规模越大，审计质量越高，因此审计费用也会越多。所以，我们可以由办事处规模和审计定价的正相关关系推出办事处规模和审计质量的正相关关系。

为了检验之前的假设，我们用有偏向性的收益报告来作关于审计质量的推论，另外我们用非正常应计的级数来代表审计质量。衡量非正常应计时，我们使用由保尔和库玛和科萨里等人开发的两个备择模型。此外，我们用审计分析数据库来估量本地办事处的规模，此数据库为美国证券交易委员会注册的客户提供审计办事处的身份认证。

衡量办事处规模大小的方法有多种，一种是基于每个办事处的审计客户数量，另一种是基于每个办事处所挣得的审计费用。

简单来说，研究结果指出在美国的审计市场，（控制审计公司规模为国家标准，行业领先水准为国家标准以及其他相关因素）审计质量和审计费用都与办事处规模呈正相关。这样的结果与我们所做的一连串灵敏度测试一致。

我们的研究完善了现存的文献，体现在几方面。第一，该论文论证了同一审计公司的不同办事处的审计质量并不是相同的。就我们所知，在美国，我们的论文是最先有直接证据证明审计办事处的规模是决定审计质量的重要因素。研究结果指出，今后有关审计质量差异的研究应多关注办事处审计师行为以及本地办事处的规模。其次，本文最先提出办事处规模是影响审计定价的关键因素。先前从未有研究验证审计费用是否被本地办事处规模所影响，我们的证据可以让人们更好地了解在审计定价下审计师与客户的关系。

最后，该研究结果为调查者和从业者提供了实用的关于审计质量和审计定价的见解。我们的研究结果建议调查者如果把质量等级比较改为大小公司审计员之分的比较，则该有一个更好的对于审计质量的评估。质量溢价的经济理论要求为不同的市场提供统一质量的产品和服务，消费者始终是维持质量溢价的关键。同样的，我们的证据显示，四大会计师行应该在不同规模的办事处维持相近水准的审计质量，因为一个当地办事处所犯的系统性低质量的服务错误能导致整个审计公司的名誉损失。

假说发展

越来越多的审计调查强调在本地公司或当地办事处工作的审计师的分析行为的重要性。但是，却没有一份调查是关注当地办事处规模大小背景下的审计质量。为什么公司规模对审计质量的影响超过另外两种著名审计公司的特征，也就是审计公司的品牌（四大和非四大）和工业的专门技能。

在迪安哥拉的体系中，一个审计师的动机对于审计质量的妥协是关于个别客户的经济意义决定并且和审计师的客户的投资组合有关。他的分析指出高级审计师比低级审计师更倾向于提供更高质量的审计服务给个别客户。因为对于审计师来说，他的经济观受客户的影响是可以忽略不计的，还有相比于低级审计师来说，高级审计师有更多可以去输（比方说，承受更高荣誉的损失）以防审计失误。 迪安哥拉的理论还可以应用于造成大公司和小公司之间的审计质量的不同。因为当地的审计公司根据它的审计决定，客户群，收入来源还有其它事实可以看做是一个半自治的联盟。大的审计公司相对于小的审计公司来说更没可能依靠某些个别的客户因为前者有更为广泛的客户源，因此在经济上依赖个别客户的可能性更小。换言之，大公司更不可能像小公司一样在个别客户的施压下默认一些不符合标准的报告。

更进一步的说，本地审计公司，不管是大的还是小的，都不想因为审计失误而承受全部名誉的损失因为对于国家级别的公司来说它们只是更可能只是损失了一部分的名誉。万一因为审计失误发生荣誉损失，对于大公司来说更容易承受，这样的损失对大公司来说更好承担一些。因为这些代价对于特定的某些公司和一些大公司来说是不一样的。特别来说，这就意味着当地公司的规模比较小的时候会更多的考虑个别客户的经济的重要性而不是潜在可能造成官司的审计失误。上面的讨论可以让我们预测，在其它条件相同时，相对于客源小的公司，有一定的大范围的客户的大审计公司是更不可能对某些个别的客户在审计质量上由于尊重而妥协。因此他们更可能提供高水准的审计服务。在这种情况下，客户会对公司规模大小和审计质量产生乐观的联系。我们把这称之为经济信赖观点。

总结与评注

前面所述调研主要研究国家级审计办事处规模和市级或国家级的审计行业趋势是否对审计费用和审计质量造成影响，以及如何影响。此处声明，在审计质量和审计费用一定的情况下，此研究不考虑审计公司内部审计部门的影响。此论文主要探究办事处规模是否是除国家级审计公司规模和公司级审计行业标准外，影响审计质量和审计费用的一个额外的、有条件的因素。

首先，我们发现办事处的规模大小是与审计质量正相关,表现为无符号的异常收益。这个结果于我们所说的经济意义相一致；拥有忠实的公司级客户群的高级（或低级）办事处很少依赖于个别几个客户，因此，这些办事处就很少因为客户施压而虚假上报。其次，我们发现当地的高级办事处收费比小型的办事处要高。这也是和我们发现的高级办事处的审计质量普遍要高于小型办事处的结论，同时这种高质量的服务在市场上是作为审计溢价计算的。但是，以上结论却于另一种理论相矛盾。该理论认为大型办事处的优势在于提供与小型办事处相似的服务却有更高的收费，因而计费费率也较低。总而言之，我们的结论强调办事处规模是影响审计质量和审计费用的其中一个重要因素。最后一点，当我们使用这两种可互换的先进模型来减少在琼斯模型中对不正常收益的估计缺陷时，我们可能犯了一些很重要的计算错误。因此，我们无法排除在测试中所估算出的系数有偏差的可能性。但是，在根据Francis 和Yu的论述：审计质量和审计办事处规模成正相关，也就是说，审计师将越来越关注这两者的关系同时客户公司也将从中获取不少好处。我们自信这个结论没有任何破绽。

总的来说，我们的结论是：鉴于个别客户对小型审计办事处来说，经济意义更大，通常这类公司会更加注重审计质量。因此，审计监察部门和审计公司应该多加关注小型办事处的相关做法，从而提高自身的审计质量。特别是四大会计师事务所在处理相似的审计服务时，更应该实施跨规模的措施，因为任何一个审计部门的审计失误都将使公司名声扫地。在全球化的今天，各大跨国公司遍布全球各地，拥有国际化的客户，保障“始终如一的高质服务”是所有跨国公司的高级审计师越来越关注的问题。例如，由于各会计事务所所在国家或地区的不同，所需遵循的司法体系也有很大不同，如何在这样的环境中“保持始终如一的高质服务”对四大会计师事务所来说无疑是一种挑战。再者，处于不同司法体系下的事务所又拥有不同的客户群，这些事务所在制定审计方法方面需要比在美国当地的分公司有更大的自主权。因此，当地事务所对审计质量的影响可能要比在美国相同规模的事务所大。鉴于，国际上很少有人论证审计办事处规模对审计质量和审计费用的影响，我们希望大家能从这个角度共同来探究不同体系下的国际案例。

推荐第10篇：毕业论文目录及英文关键词

目录

一、商誉会计国际处理的变化是对商誉本质属性的回归……………………………………………………………………1

（一）商誉的超额收益的本质属性决定了商誉是一项特殊的资产…………………………………………………………………1

（二）商誉的特殊性决定了商誉的不可摊销性……………………………………………………………………3

（三）国外对合并商誉的处理……………………………………………………………………4 1.美国对合并商誉的会计处理 ……………………………………………………………………4 2.英国对合并商誉的会计处理……………………………………………………………………4 3.《国际准则》对合并商誉的会计处理……………………………………………………………………5

（四）商誉国际会计处理的变化对我国的启示……………………………………………………………………5

二、我国关于合并商誉的确定与处理……………………………………………………………………6 1.《合并会计报表暂行规定》中的规定……………………………………………………………………6 2.《企业会计准则——投资》中的规定……………………………………………………………………6 3.具体会计准则（征求意见稿）中的规定……………………………………………………………………7

三、关于商誉会计处理措施……………………………………………………………………7 谢辞……………………………………………………………9 参考文献………………………………………………………10 关于商誉会计理论的思考

摘 要：商誉是一项特殊的无形资产，其众多的特点决定了商誉不应被摊销，美国及国际会计准则对商誉会计处理的变化，是对商誉会计本质属性的回归。这为我国制定商誉会计处理规范提供了很好的借鉴。

关键词：商誉会计

商誉本质属性 商誉特点 合并商誉

Abstract:Goodwill is a special intangible aets , many of the characteristics of its decision should not be a goodwill accounting , the United States and international accounting standards for goodwill accounting change , the eential attribute of the goodwill accounting return .This goodwill for the development of China’s accounting standards provide a good reference .

Key words : goodwill accounting goodwill eential attribute characteristics of the merger goodwill goodwill

第11篇：语言和文化(英文毕业论文)

英语11002班 胡 畔 1010291061 Cultural Comparison of Animal Idioms in Chinese and English Culture

Abstract: Language and culture are like two wheels of our human beings.Language is a vehicle that helps record and interpret culture.And culture becomes alive by means of language.However, culture is not only unique to human, but also something concerning animals.As an eential part of the language and culture of a society, idioms are characterized by their concise expreions, rich and vivid.English and Chinese idioms carry the different national cultural characteristics and cultural information.In order to improve our intercultural communication competence, this paper will mainly analyze some idioms on dogs in terms of the Chinese and English religious influence, historical influence, geographical environment influence etc, and explore the poible reasons which can account for these differences.

Key words: Animal idioms; dog; Chinese and English culture; difference; similarity

1.Introduction

Language is an indispensable carrier of culture.Culture finds a better representation through language use.Vocabulary, as one of the most important parts of a language, will surely reflect the multi-dimensional image of a society.Countries of different cultures attach various aociative meanings to their vocabulary, which is especially obvious in animal terms.Because animals play a significant part in daily life, animal terms are closely related to their own culture, convey different cultural features and meages of their own nation, reflecting their own culture.

In the long course of human history, animals, especially dogs, have been keeping a close relationship with human beings and also influencing their living and growth deeply.This relationship brings people all kinds of complex emotions such as fondne, sympathy, disgust and horror.Moreover, many animals have become a kind of symbolism in people’s thinking, and this symbolism is reflected in the language.Languages of all nations contain plenty of words and phrases connected to animals, so

1 英语11002班 胡 畔 1010291061 do English and Chinese.However, because of different history and culture, the connotations of animal words in one language do not parallel with those in another.Due to the cultural differences of geography, customs, historical allusion, religion and so on, such idioms embody the distinctive characteristics of national culture.And with the development of economy and science, globalization is a more and more obvious phenomenon.The relationship between countries is becoming closer and closer.In order to understand these idioms more clearly and make the international communication more effectively, it is useful and neceary to compare such idioms.The paper will make a comparative study of animals employed in English and Chinese idioms.2.Comparison of connotations of animal idioms in English and Chinese idioms (Take idioms on dogs for example) 2.1 Similarities of connotations All humankind lives on the same planet.They have similar environment, psychology, and cognitive ability; therefore, both Chinese and English people nearly have the same knowledge of animals.As a result, they have the same or similar aociation and give the same cultural connotation to animal words.So it also applies to “dog”.

In China, dog is defined as,“哺育动物，种类很多，嗅觉和听觉都很灵敏，毛有黄、白、黑等颜色。是一种家畜，有的可以训练成警犬，有的用来帮助打猎、牧羊等。” And in English, the definition of dog is,\" an animal with four legs and a tail, often kept as a pet or trained for work, for example, hunting or guarding building.” Judging from it, we can easily notice that Chinese and English have similar knowledge of dog.Meanwhile, both in Chinese and English culture,” dog” can be a negative or positive word.The examples are as followings: (1) He lives a dog’s life——他的日子过得很艰难 (2) A lucky dog——幸运儿 (3) 狗嘴里吐不出象牙 (4) 犬子

2.2 Differences of connotations The majority of animal words carry different connotations, because of their

2 英语11002班 胡 畔 1010291061 different natural environment, customs, and society systems.Besides, English history is influenced more by Egypt and Roman, while Chinese history is much more independent.For example: In English: Iove me，love my dog：爱屋及乌 lucky dog：幸运儿

top dog：最重要的人物

every dog has its(his)day：凡人皆有得意 While in Chinese: 狗胆包天 狗急跳墙 狗屁不通 狗崽子

3.Poible Reasons of Differences between English and Chinese Animal Idioms

Every country has its own history and culture personality.So there is more diimilarity between China and English-speaking countries then similarities between them.There are many sources responsible for these differences, such as natural surroundings, social conditions, religions, customs, psychological reactions, thinking styles, aesthetic standards, and national traits and so on.

3.1.Historical Influence

China has experienced more than 2000 years feudal society, and agriculture played the most important role in nation’s economy while other counties already began their industrial age.There are more than 0.9 billion peasants in China; therefore Chinese have a close relationship with animals such as oxen, cows, sheep, silkworms, bee and so on.So we use silkworm as a metaphor to illustrate people who are hard working, while English-speakers don’t. For example: （1）Rain cats and dogs: it originates from Nordic mythology，in which dog symbolize wind.（2）狗咬吕洞宾：it originates from Chinese myth.

3 英语11002班 胡 畔 1010291061 3.2.Religious Influence

Ancient Chinese believed in Buddhism, and most of the modern Chinese have no religious belief.However, most of the English people believe in Christianity.There are many religious stories that involve animals in both Taoism and Christianity.That’s why same animal referent may have quite different senses. For example: The dog return to his vomit(狗又呕吐了，比喻重犯旧日的罪行)

3.3.Geographical Environment Influence

The emergence of idioms is aociated with the labor and life of people.English people and Chinese people live in quite different environments.The UK is located in the Western Hemisphere.Its seafaring and animal husbandry are well-developed.China is located in Eastern Asia, the west coast of Pacific Ocean.Its agriculture is well-developed.On account of these distinct differences, people in two countries have different attitudes to the same animal.For example, Chinese culture originated from agriculture.Ancient Chinese people depended on the ox for survival, so there were many idioms about “ox”, e.g.“孺子牛”, “力大如牛”, “强的像头牛”, “牛劲”.In our traditional culture, ox was a symbol of hard work.They always compared industrious people and those who bore hardship without complaint to ox.In history, past and present, many celebrities liken themselves to ox.Take Lu Xun for example.He had a famous sentence called “俯首甘为孺子牛”.

But in English it’s hard to find corresponding vehicles.English culture originated from nomadic herding.In the eyes of English people, the horse was a strong and aiduous friend.Therefore, there were a considerable number of idioms about “horse”, e.g.“a willing horse”, “flog a dead horse”, “work like a horse”, “be on the high horse”.Horse was a symbol of hard-working.Owing to these, people sometimes used two different aniamls to expre the same meaning. 4.Conclusion English and Chinese are both rich in animal idioms, which reflect the culture of a country.In turn, animal idioms are influenced by culture at the same time.English

4 英语11002班 胡 畔 1010291061 and Chinese differ from each other greatly in language culture; geographical environment and emotional awarene, as a result, majority of animal words have different expreion and culture connotation when used in different languages.Therefore, in the proce of learning a foreign language or cro-cultural communication, we should pay attention to the words with ethnic or culture background.Only by grasping the national culture connotation can we truly grasp a language, so that to make it work for us as a communicative tool.Besides, connotative differences influence a lot in cro-culture communicate, so we need to update our concept so that to adapt to other people’s culture in order to have a succeful communication.

第12篇：毕业论文英文文献总结《品牌》

毕业论文中英翻译

Brand

05051

1班

陈

露

20051235 Concepts Some people distinguish the psychological aspect of a brand from the experiential aspect.The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience.The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations aociated with a product or service.People engaged in branding seek to develop or align the expectations behind the brand experience (see also brand promise), creating the impreion that a brand aociated with a product or service has certain qualities or characteristics that make it special or unique.A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.The art of creating and maintaining a brand is called brand management.Careful brand management, supported by a cleverly crafted advertising campaign, can be highly succeful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make.This concept, known as creating value, eentially consists of manipulating the projected image of the product so that that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution.Modern value-creation branding-and-advertising campaigns are highly succeful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents\' worth of wheat.A brand which is widely known in the marketplace acquires brand recognition.When brand recognition builds up to a point where a brand enjoys a critical ma of positive sentiment in the marketplace, it is said to have achieved brand franchise.One goal in brand recognition is the identification of a brand without the name of the company present.For example, Disney has been succeful at branding with their particular script font (originally created for Walt Disney\'s \"signature\" logo), which it used in the logo for go.com.Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise).From the perspective of brand owners, branded products or services also command higher prices.Where two products resemble each other, but one of the products has no aociated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.Brand name The brand name is often used interchangeably within \"brand\", although it is more correctly used to specifically denote written or spoken linguistic elements of any product.In this context a \"brand name\" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services.A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration.Advertising spokespersons have also become part of some brands, for example: Mr.Whipple of Charmin toilet tiue and Tony the Tiger of Kellogg\'s.The act of aociating a product or service with a brand has become part of pop culture.Most products have some kind of brand identity, from common table salt to designer jeans.A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tiue respectively.Brand identity How the brand owner wants the consumer to perceive the brandHoward Schultz (president, ceo and chairman of Starbucks \"No-brand\" branding Recently a number of companies have succefully pursued \"No-Brand\" strategies, examples include the Japanese company Muji, which means \"No label, quality goods\" in English.Although there is a distinct Muji brand, Muji products are not branded.This no-brand strategy means that little is spent on advertisement or claical marketing and Muji\'s succe is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement.Another brand which is thought to follow a no-brand strategy is American Apparel, which like Muji, does not brand its products.[3] [4] [5]

Derived brands In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right.The most frequently quoted example is Intel, which secures its position in the PC market with the slogan \"Intel Inside\".Brand extension The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and acceories, home textile, home decor, luggage, (sun-) glaes, furniture, hotels, etc.Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene.Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives.There is a difference between brand extension and line extension.When Coca-Cola launched \"Diet Coke\" and \"Cherry Coke\" they stayed within the originating product category: non-alcoholic carbonated beverages.Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents.Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands.The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one).In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer\'s perception of what busine the company is in or diluting higher quality products.Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market.This also increases the total number of \"facings\" it receives on supermarket shelves.Sara Lee, on the other hand, uses it to keep the very different parts of the busine separate — from Sara Lee cakes through Kiwi polishes to L\'Eggs pantyhose.In the hotel busine, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels).Cannibalization is a particular problem of a \"multibrand\" approach, in which the new brand takes busine away from an established one which the organization also owns.This may be acceptable (indeed to be expected) if there is a net gain overall.Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this proce

毕业论文英文翻译

050511

班

陈

露

20051235

一、概念

（一）、概念

一些人区别一种品牌的心理是来自经验方面。经验方面包括来自其它本身已知的各种品牌经验的总和。在心理方面，一些如涉及到商标图像，就是一种在人的头脑内被创造和形成的包括所有由符号、信息、期望以及产品服务等的关于一种符号的修建。

人们参与品牌化目的是为寻求开发或者排列在品牌经验之后的期望（参见品牌诺言 ）。创造这样一种印象，一个品牌的产品或服务以及相关的某些质量或特征可以使品牌具有特别或独特的印象。因此品牌是其中一个在一个广告的题材中最可贵的元素，同时它又是一个品牌拥有者在市场中所要展示的重要元素。创造和维护品牌的艺术称为“单项产品管理”。

详细的“单项产品管理”是由非常聪明并且成功的广告战略所支持。而这种广告战略就是在产品极其高的价格和极端低廉的产品成本中使消费者信服产品的本质。这个概念，叫做“创造价值”，本质上包括操作产品的投影图象以便消费者所看见的商品是广告商希望他或者她所期望的购买价格。而不是包括各种材料的费用，加上制造的费用，再加上推销成本等更加逻辑的估价。现代价值创作，品牌化和广告化的竞争是非常成功在诱导消费者消费，例如，市场价值是50美元的T恤杉，而它的制作成本仅仅只有50美分；由麦子制成的谷物早餐，它的售价在5美元左右，而它的制作成本仅仅只有几美分而已。

一种品牌成功是通过市场的广泛熟知来获得市场的公认的。当品牌公认加强了这个品牌在市场上享受正面情绪临界质量的这一点时，这时就可以说达到了“品牌特权”。品牌公认的一个目标是目前在即使没有公司名字的情况下也可以使品牌得到证明。例如，迪斯尼就曾成功的品牌化了他们的特殊剧本字体(最初创造为华特.迪斯尼的“署名”商标)，它在商标上使用为“go.com”。

消费者也许把品牌化看作为产品或服务的一个重要增值方面，因为它经常表示代表某一种具有吸引力的质量或特征的服务(也参见品牌诺言)。从品牌所有者的角度上说，被品牌化的产品或服务也控制在更高的价格上。这就相当于俩个可替代产品，但其中一个产品没有伴生品牌化（例如普通，年代久远的商品）。人们也许经常会根据品牌的质量或品牌所有者的信誉选择高价品种的产品。

（二）、品牌的名称

品牌的名称经常被用在可交换的“品牌”中，虽然它恰当地被用于明确地表示所有产品的书面或讲话的语言元素中。在上下文中，如果品牌的名称可以用来完全辨认品牌所有者作为产品或服务的商业来源的话，那么 “品牌的名称”也就构成了商标的类型。品牌的所有者可以通过商标注册来寻求保护关于品牌名称的所有权。为某些品牌做广告代言的人也可以成为品牌名称的一部分，例如：“Charmin卫生纸”的Whipple先生、“凯洛格的老虎”的托尼先生。

同一种产品或服务的组合销售可以使一个品牌变成流行文化的一部分。大多数产品都有某种品牌的身份。例如普通的食用盐到服装设计师设计的牛仔裤。口语化的品牌的名称成为了一般的术语从而代表了某一项产品或者服务。例如：“护创胶布”(商标名)或者“克里内克斯”纸巾(商标名)，分别常用来描述任何黏着性绷带或任何面巾纸。

（三）、品牌身份

品牌的所有者必须要知道怎么引领消费者察觉该品牌和该品牌化的公司、组织、产品或者服务。品牌所有者将寻求缩小商标图象和品牌身份之间的差距。品牌的身份对于消费者的公认和区别竞争者的不同的商标是根本的也是必须的。

二、品牌化的方法

（一）、公司的名称

通常，尤其是在工业部门，这样的公司名称是需要被宣传的（举一个最具说明力的例子说明，当IBM公司走下坡路时，它们的宣传标语就是“没人会因为买IBM的产品而被解雇”）。

在这种情况下一个非常强势的品牌名称（或者公司名字）被用做一定范围内产品的宣传工具（例如，“梅塞德斯-奔驰”或者美国最大的电工工具大厂“Black & Decker”）或者是一系列品牌的辅助工具（比如美国的“吉百利牛奶”、“吉百利玉米片”、“吉百利手套”）。

（二）、单一品牌策略

每一品牌有一个单独的名字（比如，美国百事公司的“七喜”、德国拜尔斯道夫公司的“妮维雅防晒霜”） ，对于同一个公司甚至还会有相互竞争的不同品牌的同类产品（比如，联合利华的“宝丝”洗衣粉、“奥妙”、“Surf”和“Lynx”） 。

（三）、品牌化的态度

消费者对品牌化的态度是代表了对一种更好感觉的选择，尤其是当产品或者产品用量之间没有必然联系的时候。品牌化的态度营销包括：美国的“耐克”、“星巴克”、英国的“美体小铺”、澳大利亚的“safeway”超市、美国的“苹果电脑”。在2000本关于营销的书籍中没有商标品牌的品牌化态度营销被描述为“迷信战略”。

“一个伟大品牌的延伸，使它变的更加巨大、更具有目的性、吸收着更多的经验，它是否在挑战你的健康，又或者在影响你对一杯咖啡的态度呢？”霍华德·舒尔茨（美国星巴克创始人）。

（四）、没有品牌的品牌化策略

最近很多家公司成功地使用了“无品牌”战略，其中的例子包括日本的“无印良品”集团，它们的产品就没有标签甚至是关于产品的质量保证。虽然在产品上有一个标有“无印良品”集团的标签，但是“无印良品”集团的产品仍然是没有任何品牌宣传的。这种“无品牌战略”意味着在广告方面或者传统营销方面的花费几乎为零并且“无印良品”集团的成功仅仅归因于口头表达，简单的说就是通过消费者的一种简单的购物经验和反品牌运动来实现成功的。 另一个也同样采用“无品牌”战略的公司是美国的“American Apparel”服装公司，它同日本的“无印良品”集团一样，同样在自己产品上不加任何商标和品牌化宣传。

（五）、品牌的获得

在这种情形下，一个关键部件的供应商为了制造完整商品使用了多个其它供应商的部件，供应商可能希望产品因为使用了自己的核心部件而确保自己作为品牌的位置。最常见的例子就要属英特尔公司了，在个人电脑的市场上“英特尔”电脑常常被称为“电脑里面的英特尔”。 品牌延伸

现有强势的品牌名称可以被用来作为一件新产品或者改进后产品的宣传工具，例如，许多追随流行时尚的服装设计公司将自己的品牌扩展到香水、鞋、女士用品、家用纺织品、家用装饰品、行李包、太阳眼镜、家具、宾馆用具、帽子等等。英国的“火星”公司也扩大了它对冰淇凌的品牌，还有美国“卡特彼勒”集团的手表和鞋子、“米其林”集团的饭店旅游指南、“阿迪达斯”公司和“标马”公司的个人保健学等等。英国的“邓禄普”体育用品公司对它旗下的产品的品牌也同样扩大到了其他橡胶产品上，比如鞋、高尔夫球、网球球拍和球拍胶粘剂等。

品牌的延伸也存在横向和纵向的延伸。当可口可乐公司推出了“特殊饮食碳酸”饮料和“樱桃碳酸”饮料时，在横向同类产品上又推出了“非酒精碳酸化合”饮料。“宝洁”公司做了同样推出了横向品牌延伸的产品（比如“花仙子”香皂），还有其他同类产品（“花仙子”洗涤液、“花 仙子”洗衣粉）。

（六）、多品牌策略

在二者选一情况下，在被分割的市场的一定数量的品牌之中，生产商为了让自己的产品品牌在市场上更有利销售，故意推出多种同类产品品牌在市场上相互竞争（并且经常与自己旗下拥有共同特征其他品牌的产品进行竞争），目的是为了占有更多的市场份额。这种多品牌策略的基础可以解释为在某个市场上12个品牌商品的竞争中生产商占有3个品牌比生产商在某个市场上10个品牌商品的竞争中生产商占有1个品牌商品更能多的占有市场份额（即使采用的多品牌在市场中仅仅只有一个能被市场接纳）。在最极端的说明下，一个生产商可能为了能在新产品市场下占有更多的市场份额而推出第一种新产品后马上就会推出第二种同类新产品进入市场。

各自品牌的名称可以更灵活使用在不同种类、不同质量的商品上。可以销售给对产品需求有针对性的消费者。

再次，“宝洁”公司就是这种多品牌策略的典型代表，在美国“宝洁”公司有多达十几种品牌的洗涤用品活跃在市场上。这也增加“宝洁”公司在超级市场的售货架上接受“饰面的”的总数。美国的“莎莉”集团 ，在其他方面，运用多品牌策略在自己旗下的各种产品上，如在宾馆住宿业的“莎莉”集团的蛋糕，到L\'Eggs的裤袜。“万豪”国际集团命名了“Fairfield”这样一个连锁宾馆（“万豪”国际集团并且还拥有对消费者消费更加便宜的“Ramada”连锁旅店）。

“自损”是“大型多品牌通路”方法中一个特殊问题。一个新品牌的确立需要远离已经确定品牌市场规则和企业运作模式的品牌方式从而重新建立一套属于自己的新规则和新运作模式。这是可接受的（而且也是可期望的），如果对整体有利，二者择一的，“自损”也可以是企业愿意支付转移它在市场上的位置所需的费用。这是一种新产品推出时所必须经历的阶段。

第13篇：英文毕业论文 网络流行语及其英文翻译

本科生毕业论文

网络流行语及其英文翻译

院 系： 外国语学院 专 业： 英 语

I A Study of English Translation of Network Catchwords

摘要

随着中国国际化进程日益加快和互联网的普及，越来越多的外国友人更加密切地关注中国。与此同时，中国网民也创造了不少幽默诙谐、充满智慧的语言，一些鲜活的流行语不仅在网络上迅速传播，还渗透到社会生活中。然而通过对汉语网络流行语翻译的研究现状来看，汉语网络流行语的翻译工作还有待进一步的发展。本文首先介绍了流行语和网络流行语的背景以及它们之间的从属关系。其次，网络流行语主要来源于网络用语、影视用语和外来语。通过对其来源的分析，进一步概括出网络流行语之所以流行的原因。从广义上来说，网络流行语的形成不仅是语言继承性和创新性的有机结合，它的简洁、幽默、流行性和周期性也让众多网民对其更加追捧和使用。然而，在网络流行语不断追求个性、不断创新的洪流中，也不可避免地出现了粗俗化现象。本文根据奈达的功能对等理论，对汉语网络流行语的翻译技巧进行了分析和总结之后发现，在网络流行语的翻译中直译、直译夹注、意译、意译加注、加缀法和改译法仍是十分有效和常用的技巧。

关键词：网络流行语；来源；特征；翻译

II

Abstract

With the accelerating proce of China Internationalization and popularity of the Internet, more and more foreigners pay closer attention to China.At the same time, Chinese netizens also create many humorous and witty words some of which spread like wildfire through Internet and also deeply enter the social life.However, through the translation situations of Chinese network catchwords, the translation problem needs further development.The thesis firstly introduces the background of catchword, network catchwords and their subordinate relationship.Secondly, network catchwords mainly originate from network expreion, expreion in entertainment industry and foreign words.By analyzing its sources, the causes of popularity of network catchwords have been displayed clear for us.Broadly speaking, network catchwords are not only combination of linguistic inheritance and innovation, but also adored and used by netizens because of its concision, humor, popularity and periodicity.However, continuous pursuit for uniquene and innovation also emerge vulgar usage of it.After analyzing and concluding the translation skills of Chinese network catchwords according to Nida’s Functional Equivalence theory, it is found that the translation methods including literal translation, literal translation with interlinear notes, free translation, free translation with interlinear notes, affixation method and adapted translation are still effective and common ones.Key Words: Network Catchwords; Sources; Features; Translation

III

Table of Contents Acknowledgements .......................................................................................错误！未定义书签。 摘要 ................................................................................................................................................II Abstract .......................................................................................................................................III Table of Contents ..........................................................................................................................IV Chapter 1 Introduction ....................................................................................................................1 Chapter2 Sources of Network Catchwords .....................................................................................3

2.1 From Network Expreion.................................................................................................3

2.1.1 From Current Affairs ..............................................................................................3 2.1.2 From Network Paste Bar ........................................................................................4 2.2 From Entertainment Industry ............................................................................................6

2.2.1 From Television Play ..............................................................................................6 2.2.2 From Film and Variety Show .................................................................................7 2.3 From Foreign Words..........................................................................................................7 2.4 Causes of the Popularity of Network Catchwords.............................................................8 Chapter 3 Features of Network Catchwords .................................................................................11 3.1 Combination of Linguistic Inheritance and Innovation ...................................................11 3.2 Economic effect ...............................................................................................................12 3.3 Popular and Periodic Tendencies ....................................................................................12 IV 3.4 Vulgarne Expreion ....................................................................................................13 Chapter 4 Translation Methods of Network Catchwords ..............................................................15 4.1 Literal Translation ...........................................................................................................15 4.2 Literal Translation with Interlinear Notes .......................................................................16 4.3 Free Translation ...............................................................................................................17 4.4 Free Translation with Interlinear Notes ...........................................................................18 4.5 Affixation Method ...........................................................................................................19 4.6 Adapted Translations of Sentences ..................................................................................19 Chapter 5 Conclusion ....................................................................................................................21 Bibliography ..................................................................................................................................23

V

本科毕业论文

Chapter 1 Introduction Catchwords as a lexical phenomenon reflect people’s general concern on problems and iues of specific periods of time in one country or one district.Different period has different catchwords.In the early days of new China, the word 同志（people who hold same aspirations/comrade）originated from Soviet Union was popular among different strata; During the cultural revolution period, 阶级斗争（cla struggle）,上山下乡(going to the mountainous areas and the countryside)became catchwords of that time ;between 1980s and1990s, 脱贫致富（cast off poverty to get rich）, 奔小康（strive for a relatively comfortable life）were prevalent in those two decade years ; Since the new century, all kinds of catchwords have become popular by means of network transmiion.Furthermore, different social groups also hold distinct catchwords.Therefore, catchword as a piece of social sensitive nerves represents various changes of society and widespread responsive reflection of public attitudes.Having carried out reform and opening-up policy for thirty years, China has given birth to many new thoughts and things while so-called catchwords appropriately bear witne to these changes.Changing times arouses surge in people’s mind, which seeks innovation methods from a linguistic point of view.Therefore, based on complicated psychology and social background, catchwords mostly result form era of social changes which carry much higher cultural contents.Meanwhile, some also originate from dialects and influenced by regional cultures.In a word, the existence and prevalence of catchwords is both a cultural phenomenon and a linguistic phenomenon.From a positive aspect, catchwords are pipelines to multiply lexis and also accees to some certain social culture or emotional abreactions.Moreover, network catchwords are one type of whole catchwords.Network catchwords namely prevalent words in internet which are the expreions established by netizens through common usage.With popularization of the internet, Chinese netizens create many humorous and witty words some of which spread like wildfire through internet and also gradually enter the 1

本科毕业论文

social life.These network catchwords as a type of special linguistic variants also hold cultural connotations besides denotations.All in all, network catchwords use vivid forms to expre special meanings, which enrich our discourse space, generalize the raw style and content for living together with build up aesthetic value through ridicule person and ridicule words.With social development, cultural diversification and flourishing ma media as well as thriving network, the popularization range of network catchwords will be expanded step by step.Thus, it is neceary to research its Chinese-English translations because they have a realistic meaning in current society.

The thesis consists of five chapters.Chapter one is an introduction to background information of catchword and network catchword.Chapter two firstly focuses on the sources of network catchwords then concludes the causes of its popularity.Chapter three introduces main features of network catchwords.By means of arduous analysis and generalization, chapter four have given priority to the English translation versions of Chinese network catchwords.Finally, the thesis comes to a conclusion.

本科毕业论文

Chapter2 Sources of Network Catchwords The birth of internet to the production of human life brought about profound changes.Network becomes the fourth media after newspaper, radio and television and also creates new information exchanges and diemination, which has brought communication environment, communication way to update and formed a new variant of network language- network catchwords.Xie Xinzhou (2002) considered that generalized network language could be claified into three types, firstly network technical terms like online, chat room, website, internet bar and hacker and so on.Secondly, language used in chat room, BBS or other forums namely netizens’ communication language.Thirdly, language of network news, network advertisement and network literature.However, narrowly-defined network catchwords refer to the second type.On one hand, lexis is one of the most active aspects in linguistic revolution of which network catchwords are complicated one.Furthermore, the formation and development of any language are linked with social background and cultural accumulation.It is these sources that form the new linguistic style—network catchwords.2.1 From Network Expreion

With the coming of internet era, network has penetrated into people’s daily life.Though closely linked with communication activities of daily life, Language used in the virtual world is different from it.

2.1.1 From Current Affairs

CNN (Cable News Network) originally is a US cable news channel founded in 1980 by Ted Turner.Upon its launch, CNN was the first channel to provide 24 hour television news coverage and the first all-news television channel in the United States (Wikipedia).In the CNN report of 2008, it appeared foreign media’s twisted coverage of Tibet happenings.Many Chinese thought it was biased.It drew more attention after CNN commentator Jack Cafferty’s rude talk of China 3

本科毕业论文

during the Olympic torch paed in the United States.Later, network catchword做人不能太CNN (do not be too CNN) which means how to keep one’s integrity towards some falsification events becomes popular among netizens.In previous time, 打酱油 (to get some soy sauce)was a true portrayal of people’s daily life.Nowadays, it is given a new meaning it is none of my busine to imply audiences’ attitudes of drawing veil over politics and sensitive topics to protect themselves.As far as we know, Phoenix was a miraculous animal and king of birds in Chinese ancient mythology and legend.However, in Western mythology, there still has such kind of bird called fire bird or immortal bird.As Chinese saying goes golden phoenix flying from the deep hill, the new compounding catchword凤凰男 (phoenix man) is prevalent in society because it represents a kind of men who grew up poor and in the countryside, but later move to a big city and married a city girl.Are you obseed with football? If you are, you must know the source of network catchword叉腰肌 (Psoas muscle).Xie Yalong, the former head of the Chinese Football Aociation, once criticized women players, saying they have weak psoas muscles.(this is the muscle that links the trunk to the legs ,it is important for motion .) However, nobody knew where the muscle is.Altogether, about the network catchwords of this type, it is hard to find corresponding English versions in the progre of translation.As long as event-backgrounds are defined, translation versions will be better understood by foreigners.

2.1.2 From Network Paste Bar

What is paste bar? Paste bar is an online community bound tightly with searching service in which people expre what they think about a specific topic, like a big group.In this big group, there are so many smaller groups, each group has its own keywords which is the common interest of every members.Generally, users search or create a bar by keyword.They type the keyword and enter the bar.If the bar has not been created before, it will be created at the time you search it (Wikipedia).

Due to the convenience of senting pictures into internet, sometimes, many netizens are struck 4

本科毕业论文

dumb with astonishments even without uttering any words to depict them when faced with these weird, peculiar pictures.So the word雷 (stun)becomes an replacement to expre netizens’

embarraing feelings of that specific moment.After that, these new lexis 雷人 (stunning),雷倒(stunned) and 雷文 (stunning words)came out but not briefly translated as surprise or astonishing just with literal meanings.From internet forum mop hodgepodge in March,2009, a netizen named don’t be infatuated with me have a spoof on some pictures and then others quickly transmit the catchword不要迷恋哥，哥只是一个传说 (Don’t be obseed with me, I’m only a legend.) in internet.Later, in September, someone posts a photograph of an non-mainstream man eating noodle adding a sentence哥吃的不是面，是寂寞 (What I’m eating is not noodles, but solitude) in Baidu paste bar.After that, this catchword turns out to be the greatest love of people.With fertile imaginations of new generations about new social fashion, they create different kinds of network catchwords to generalize some kinds of people.Nowadays, many job-seeking youngsters including college students devote their time and energy to preparing exams that award an array of certificates in order to prove their language and computer skills in the hope of securing an edge over other applicants in the job market.Because of this phenomenon, the network catchword哈证族 (Certificate maniac) emerges as the times require.On the contrary, a graduate student once iued a post to claim that he was employed without knowing.Behind the scenes, we could imagine what the true employment percentage of university graduates is.Additionally, the word 被就业 (falsification of graduates employment status) comes into people’s view.In other cases, some traditional words change or completely change its original semantic meanings to some degree in current society.Some small factories started by small workshops imitate famous brands to create low-price, civilian products.Owing to their cheapne and popularity, the catchwords 山寨 (copycatting) becomes a top hit because it reflects common phenomenon in Chinese manufacturing industry.Therefore,山寨 (copycatting) originally means a mountain fortre but later transforms into new meaning duplicates of world cla brands criticized by foreigners on this phenomenon.Moreover, Google gives a suitable 5

本科毕业论文

translation version copycatting which has been included to network dictionary.2.2 From Entertainment Industry

The entertainment industry (also informally known as show busine or show biz) consists of a large number of sub-industries devoted to entertainment.However, the term is often used in the ma media to describe the ma media companies that control the distribution and manufacture of ma media entertainment.In the popular parlance, the term show biz in particular connotes the commercially popular performing arts, especially musical theatre, vaudeville, comedy, film, television play and variety shows etc.Broadly speaking, as a type of tertiary industry, the bloom of entertainment not only brings about mental and psychological pleasure in people, but also makes us have an opportunity to taste new-appeared network catchwords.

2.2.1 From Television Play

A television sketch不差钱 (Money is not a problem)of Spring Festival Evening Party in 2009 becomes popular all over the country after the claic performance of Zhao Benshan,Xiao Shenyang.Nowadays, some guests always use this catchword when having meals in restaurants.Along with audiences’ high concern on house slave of television play蜗居 (dwelling narrowne),two catchwords 蚁族 (the ant tribe) and 房奴 (house slave)of this type are becoming hit catchwords during the two meetings(National People\'s Congre and Chinese People\'s Political Consultative Conference) of 2010.Meanwhile,the claical lines人情债，我肉偿了 (My debts of gratitude have been repaid with my body!) also receives an unexpected reaction in the recees of people’s heart.As far as I am concern, the reason why these words of dwelling narrowne are conspicuous in current society is that this teleplay deeply touches white-collar employees to the sweets and bitters of battling strenuously for a house.While at the early time of previous year, Topics in Focus of CCTV broadcasts a programme suspicious toll which immediately causes public concern on it.When questioned how large amounts of Tianjin annual road construction loan, Liu Bo, deputy director of Tianjin municipal highway

本科毕业论文

administration fees said that it can not be explained in detail (这事不能细说) which turns into a conspicuous network catchwords implying the dirty trick among some governmental or regional departments.Are you familiar with Lecture Room of CCTV 10? If you are, you may be a fan of Yi Zhongtian.In a programme of Lecture Room, profeor Yi Zhongtian once sighed such a sentence,悲剧啊 (tragedy,ah).Later, netizens copy this exclamatory sentence into internet filled with allegorical illustration.Thus, netizens has given birth to the usage of such catchwords人生就像茶几，上面摆满了茶具 (Tableware is to the table what tragedy is to life) in internet.Besides the above-mentioned catchwords, dialects of some teleplay also arouse audiences’ interest and then popularize over the whole country.For example, dialect catchwords 得瑟(arrogant/rampant) and妥了 (something is done) become beloved ones in people’s mouths.2.2.2 From Film and Variety Show

In view of 2008 Chinese network catchwords iued by Google at the beginning of 2009 year, monosyllabic catchwords become eye-catching objects among people.With the hit broadcast of film Lost on Journey, 囧 (sunken) originated from ancient Chinese character literally means light shining through a window while refers embarraing or confused under the circumstance of variety shows.However, official translation iued by Google (2009) is being sunk in accordance with foreign culture because Google considers that embarraing generally means awkward in Chinese people’s minds.With the popularity of the hit show If You Are the One, a series of catchwords闪婚 (shotgun marriage) ,做秀 (make a show) and 拜金主义 (money warship) represent new hit topics on personal values towards contemporary society, family relations and individuals.For instance, Ma Nuo, a player of the hit shows If You Are the One once said ‘I would rather cry in the BMW, than smile in the bicycle’.Thought this material girl was well-known by us, how many other worldly girls are there in current society?

2.3 From Foreign Words

Foreign words play a vital role in the formation of network catchwords to some extent of

本科毕业论文

which English accounts for large part.In internet, we frequently see the new catchword 酷毙了(ultra cool ) and 晒 (share) appeared in entertainment programmes.In fact, both two words are originated from transliteration of English words ultra cool and share.The first word is used to expre astonishing, exciting feelings about performance.While the latter word is a self-released life style to share personal resources with others including innovation, life condition, pets etc.In summation, whether from network expreion, expreion in industry or foreign words, the whole sources reflect the complicated and dynamic features of network catchwords.It is its unique and popular sources that attract many people’s close attention to the starting and ending of each social event.

2.4 Causes of the Popularity of Network Catchwords

American scholar J.B.Pride (1971) once put forward the theory Covariation between Language and Social Structure in his book The Social Meaning of Language.When social life has gradual or sudden changes, language as a social phenomenon will necearily change in accordance with the tempo of social life progre.Nowadays, being in a transitional period, China has corresponding and intense changes in social structure and life.By the end of 2010, the number of Chinese netizens reaches 457.3 million which leaps to the first place in the world.With the fast development of the Internet, social resources like speech privilege, acquisition right and sensibility towards social events are being redistributed.Under the strict regulation of traditional media in domestic China, the Internet is regarded as a platform on behalf of freedom of speech and graroots culture which has a dominant role in public opinions.Moreover, Linguists hold that language exprees not only contents but also closely relates to life style, economic level and current affairs.During the period of reform and opening-up, advertisement language was being the greatest love of all among citizens.While in recent years, network catchwords become the top topic in streets and lanes.Innovation of any social behavior always motivates linguistic changes.In other words, linguistic changes are the external representation of 8

本科毕业论文

people’s social behavior.For instance, the development of network makes people actively participate into social life to expre their thoughts and reach affirmative praise from other people towards their talents and innovations.In this participation society, each person has the right to give free rein to his imagination, unique thoughts.According to the table of 27th Statistical Report on Internet Development in China by China Internet Network Information Center in 19 January, 2011, the age span of Chinese netizens from 10 to 39 takes up 81.9 percent in 2009; 80.5% in 2010 compared with the whole ages.Concerning academic degree and educational background of the netizen group, there are large numbers of student netizens holding a college or equivalent degree in China.Filled with agile minds and special pursuits for fashion and innovation, these youngsters spare free time in virtual world without bearing heavy burden on realistic life.Undoubtedly, they provide themselves with private spaces for exerting talents and abilities.Once social events appear in all kinds of media, netizen groups will actively expre their personal judgment in the first time in order to amuse themselves or audiences.From the viewpoint of our country, public opinions play a good supervisory role in public affairs; as for audiences themselves, their reflections on social events seem to be like a flavoring of releasing stre of work and life, family friction and interpersonal relationship.Nowadays, network catchwords become fashionable for a time of which each one has an affair happened behind the scene.As for the network catchwords 范跑跑 (Running Fan), it emerged in response to Fan Meizhong’s escape from claroom regardle of any student when Wenchuan earthquake happened in May,12,2008.Later, he iued a post named the moment the earth was moving and said ‘at the moment between life and death, I may care sacrificing myself only for my daughter.Other people even like my mother; I would ignore them in that case.’ His escape behavior and outrage speech cause hot topic among netizens and then they give him a nickname running Fan.On one hand, this popular catchword wakens Chinese people the lo of teachers’ virtue in current society.On the other hand, it also reflects collective concern and fierce

本科毕业论文

response of Chinese netizens towards this event.Another network catchword 我爸是李刚(My father is Li Gang ) refers to the event a 22-year-old student of HeBei University named Li Qiming, who was intoxicated, tried to speed away after a Volkswagen sedan he drove raced down a narrow lane and struck two students named Chen Xiaofeng and Zhang Jingjing head-on.Security guards intercepted him, but he was undeterred.He warned them, my father is Li Gang (the deputy police chief in the Beishi district of Baoding).Thus, the transparence of social events not only motivates people’s communication enthusiasms for thoughts, beliefs and participation but also make more netizens actively expre their attitudes and judgments towards society events.

Accordingly, network catchwords as recorder of social history are closely connected with realistic society in which netizens reveal their genuine attitudes towards thinking, grievances or enjoyment in society.Though being different from rigorous and complete language of traditional ma media, network catchwords always simply arouse public concentrated feelings through netizens’ opinions on top iues.Consequently, in current multicultural society, the appearance of network media provides audiences golden opportunities with new things, rich minds and fashionable life style.At the same time, the transparency of social events and people’s great concern on current affairs both motivate the popularity of network catchwords.

本科毕业论文

Chapter 3 Features of Network Catchwords

Network is just like an open square towards people while anonymity breaks the bound of authority and reverse relations between center and edge.In the network stage, graroots netizens attain unprecedented freedom of expreion, which leads to depreed netizens roaring out special language to audiences.Network catchwords are just special language to some extent.Thus, most netizens regard the popularity of network catchwords as succe of common people.On all accounts, network catchwords are the conventional product of social collective thoughts while containing love-hate sentiments and value judgments on social events.Why do so many people like such kind of language style? For many netizens, using network catchwords not only show their close concern on social events but also save their time to reach economic effects due to its popularity and periodic features.Of network catchwords itself, it perfectly combines advantages between linguistic inheritance and linguistic innovation to form this unique language style.

3.1 Combination of Linguistic Inheritance and Innovation

The advancement and development of any language firstly can not depart from linguistic transmiion and inheritance.Undoubtedly, network catchwords originate from realistic society.Thus, formations of network catchwords like monosyllable, compounding of lexis and sentence are similar to spoken language or written language in ordinary life.

Moreover, innovation includes three features new, unusual and queer.New mostly refers to spoken expreions based on distinctive feature and condition of current life.For instance,富二代 (second rich generation ) originally appeared from an entertainment programme refers to these rich children who were born in the 1980s and might inherit property of hundred million.Unusual is not a special or rebelling but reflections of minds and dispositions which displays special thoughts of linguistic users.Like Chinese characters 槑 (nuts) pronounced mei,the word is a variant of the word for 梅 .but it also looks like a double version of the character 呆

本科毕业论文

which means stupid .So netizens have borrowed it to mean 槑 nuts .Queer partly means going against even destroying linguistic convention on the basis of arbitrarine and dynamics.Some catchwords surpa lexical collocation standard like被就业 (falsification of graduates employment status)and abuse usage of linguistic arbitrarine as 歇菜 (finished，dead, napoo).However, just these unconventional usages of network catchwords bring about netizen unique feelings.

3.2 Economic effect

Economic principle is a fundamental one to conduct human behaviors.Usage of language as one of human behaviors also accords with the influence of economic principle.In other words, the smallest cognitive expense exchanges the biggest communication profits.American pragmatic scholar Laurence Horn (2002) holds that people are apt to choose the least words to satisfy both speakers and hearers.Formation and pragmatic aspects of network catchwords reflect both concision and condensation trait.Such as Chinese-English abbreviative words Happy(开心)一下,今天太high(兴奋)了 (it is so exciting today !),你真out(落伍)了(you are behind the times).

3.3 Popular and Periodic Tendencies

The eential feature of network catchwords is its popularity.Unlike these steady traditional words, some catchwords will be gradually gone out of use until accepted and recognized by citizens to become ordinary lexis.For this reason, network catchwords are dynamic phenomenon and go through the proce of appearance-popular- disappearance with exception of turning into ordinary words.In view of late network catchwords found in television programme, and hot social iues by netizens, the catchword打酱油 (get some soy sauce )gradually fade away with the end of influence and then is replaced by newly-appeared event magic horses are floating clouds (神马都是浮云).When netizens type Chinese characters 什么啊 by means of Sogou pinyin input method, without remembering the usage of delimiter ′, so pinyin s′m′a always turns

本科毕业论文

into s′ma (神马).Thus, magic horses (神马) become a top hit in current internet due to its humorous effect.Whereas, the word floating clouds (浮云) namely illusory or fleeting meaning nothing is worthy of being mentioned.During the national day of 2010, a post named thank you a perfect friend for bringing me a sentimental national day reminds us of these weird and thunderous words spoken by xiaoyueyue.Hence, netizen connect magic horses with floating clouds to describe her because other words are le insipid than these two words.These two catchwords give us desperate but detached feelings which represent certain mental features of social people.Of course, other catchwords also keep its consistent popularity like English abbreviation PK concerned by people in 2005.Though some local government definitely prohibiting its usage in textbooks or media, this word is still prevalent in spoken language, ma media, and advertisement.Another example Gelivable (给力) originally comes from Japanese humorous animation Journey to the West- the destination of Pilgrimage.When the four people reach tianzhu (Just have a flag marked two words tianzhu) through trials and tribulations, meanwhile, Wukong complains ungelivable, master.During the period of 2010 world cup, the word gelivable (给力) becomes all the rage for football fans and netizen.Thereby, popular and periodic features of network catchwords become a general trait accepted by netizens and linguists.3.4 Vulgarne Expreion

Network as a virtual space in which netizens hide their ages, genders, identifications and social status in order to gro over their natural countenances.Without concerning about actual condition, they always speak their minds without reservation to show off so-called self-righteous attitudes.Owing to the platform in revealing gloomy sentiments, someone unscrupulously create language rubbishes to get rid of their grievances or satisfy vulgar tastes such as appearances of TMD (他妈的) / NND (奶奶的) / SB (傻逼).These vulgar words may penetrate into traditional media step by step even some become new favorite of mainstream pre.Therefore, it is neceary for us to draw

本科毕业论文

the eence and discard the dregs from current network catchwords.Although network catchwords are prevalent among people because of its weird, special formation, some of which directly form rude even obscene linguistic phenomenon.Thus, it is neceary for us to have right judgments from the scurrilous network catchwords.Certainly, besides above-mentioned four main aspects, there are also other features of network catchwords like background trait, holding strong cultural color, usage of irony and metaphor as well as analogical devices duplicated into network.

本科毕业论文

Chapter 4 Translation Methods of Network Catchwords In the informal verbal communication, network catchwords cater to popular tastes and also bring about translators a lot of troubles.In the thesis, it mainly refers to Eugene Nida’s Functional Equivalence and Formal Equivalence theory as a whole.Functional Equivalence and Formal Equivalence are two approaches to translation, of which the former attempts to convey the thought expreed in a source text (if neceary, at the expense of word order, the source text’s grammatical voice, etc.) while the latter means to render the text word-for-word(if neceary, at the expense of natural expreion in the target language).The two approaches respectively represent emphasis on readability and literal fidelity to the source text.There is no sharp boundary between Functional and Formal equivalence.Broadly, the two represent a spectrum of translation approaches.Furthermore, the terms Functional Equivalence and Formal Equivalence are aociated with the translator Eugene Nida, and were originally coined to describe ways of translating the Bible, but nowadays the two approaches are applicable to any translation (Wikipedia).Therefore, Nida acclaims that there are no such things as identical equivalence in translating, what one must in translating seek to do is find the closest poible equivalent.Here he identifies two basic orientations in translating based on two different types of equivalence, Functional Equivalence and Formal Equivalence theory.In specific translation skills, the thesis will contain literal translation, literal translation with interlinear notes, free translation, free translation with interlinear notes and adapted translation etc.the following translation references all originate from China Daily Website (2009/2010) and Google (2009).4.1 Literal Translation

Literal translation or direct translation is the rendering of text from one language to another word for word rather than conveying the sense of the original (Wikipedia).Spoken network catchwords always refer to new words that appeared in casual or informal circumstance used by netizens.Literal translations of catchwords always appeared in the forum and entertainment

本科毕业论文

news like狗仔队 (paparazzi/ dog packs),做秀 (make a show),拜金主义 (money warship).For example, the network catchword狗仔队 translated as paparazzi or dog packs has a vivid which seems to be like a pack of dogs chase something at top speed.Some popular sentences are still used by netizens as follows.

哥吃的不是面，是寂寞.(What I’m eating is not noodles, but solitude.) 不要迷恋哥，哥只是一个传说.(Don’t be obseed with me, I’m only a legend.)

4.2 Literal Translation with Interlinear Notes While faced with some social events on the basis of backgrounds, when translate it directly, the additional explanations of events are neceary to make foreigners understood clearly and concisely as follows.When a person in Guangzhou was asked to give his opinion of the sex scandal involving Hong Kong star Edison Chen (Chen Guanxi), the man answered, it is none of my busine and I am just out to get some soy sauce.Later, this catchword implies audience’s attitudes of being worldly-wise and playing safe.Thus, the network catchword 打酱油 Get some soy sauce (it implies the meaning it is none of my busine) become popular in different strata.

凤凰男 Phoenix man (a man who grew up poor and in the countryside, but later moved to a big city and married a city girl.) Another case like this, Xie Yalong, the former head of the Chinese Football Aociation, once criticized women players, saying they have weak psoas muscles.(This is the muscle that links the trunk to the legs; it is important for motion.) However, nobody, including the players, knew where the muscle is.So the catchword叉腰肌Psoas muscle (having nothing definite in mind) takes on overnight.At the same time, one night in late October of 2010 in Baoding, China.A college student named Chen Xiaofeng was in-line skating with a friend on the grounds of Hebei University in

本科毕业论文

central China.They were gliding past the campus grocery when a Volkswagen sedan raced down a narrow lane and struck them head-on.The impact sent Ms Chen flying and broke the other woman’s leg.The 22-year-old driver named Li Qiming, who was intoxicated, tried to speed away.Security guards intercepted him, but he was undeterred.He warned them, ‘My father is Li Gang!’ Later, the network catchword我爸是李刚 My father is Li Gang (it implies morbid psychology of the second officer generation) represents us the genuine psychology of some contemporary adolescents.

4.3 Free Translation

Free translation is applied when there is conflict between the source language meaning and the form of target language expreion, that is to say, when the language form in the target language can not faithfully convey the meaning that is expreed in the corresponding target language form.In this case, meaning is the first choice.The translator has to give up the original language form and try to keep the meaning instead.Free translation does not mean that the translator can ignore the source text; it only means that the surface structure of the source text is not completely rendered while the deep structure is faithfully reproduced.Free translations always apply to these words when netizens conclude specialized name after reading representative articles such as 闪婚 (shotgun marriage),山寨 (copycatting),哈证族 (certificate maniac).For instance, the word 闪婚 literally gives us a shock feeling of quick marriage as startled as a clap of thunder.So the translation version shotgun marriage just conforms to the charm of source language.Other spoken catchwords originally come from dialect language then become popular in society.For example, Northeastern catchwords 得瑟 was also prevalent along with television play Country love meaning rampant, aggreive or arrogant.妥了(something is ok / done)from television named Happine of the eldest among siblings is also frequently quoted by netizens.

In order to save time and improve efficiency, many monosyllabic catchwords appear to suit 17

本科毕业论文

audience tastes as follows.在这里碰到他，雷！(It is embarraing to meet him here!) 可真够雷人的！(It is so stunning!) 你女友的身材简直酷毙了！(How slim your girlfriend’s figure is!) 人在囧途 (Lost on journey) 囧事 (Embarraing things) Some network popular sentences have vivid meanings and regional differences.Due to the cultural differences, there might be existing semantic vacancies, namely, Chinese cultural connotations have not corresponding elements in English language.Under this circumstance, translation materials should satisfy foreign culture and psychology.Such as, (R represents right, W represents wrong) 不差钱！R: Money is not a big deal / problem! W: there is no lack of money! 人情债，我肉偿了！R: I have paid the debt of gratitude by selling my self!

W: I have paid the debt of gratitude with my flesh!

晒工资 R:

Wages online exposure

W:

Shine one’s wages

4.4 Free Translation with Interlinear Notes

During a CCTV interview about a new Internet censorship regulation, a girl said that an uncensored web page once popped up on her computer.She called it ‘very pornographic, very violent’.Some believe the girl was told to say it by CCTV, so it is now used to mock the way the network covers news.So the word很黄很暴力 very pornographic, very violent (it implies some

本科毕业论文

websites’ unrestricted regulations on many pornographic pictures) reflect the falsification coverage of some websites on unhealthy web pages.

做人不能太CNN do not be too CNN (It emerged in response to foreign media’s falsification of Tibet happenings even the commentator Jack Cafferty’s rude talk of china to expre how to keep one’s integrity towards some falsification events ).In this translation version, 做人 could not be given priority to the translation of to conduct yourself, to behave.In western countries, people stre on done or undone in the influence of democracy and freedom.For this reason, do not be too CNN is much better for foreigners’ psychology.

4.5 Affixation Method

Nominal catchwords always add to an affixation to state its meaning by use of suffix and prefix.

××族 (adding a suffix –ers）

刷卡族 (card-users), 工薪族 (wage-earners) ×奴 (adding a suffix word slave) 房奴 (mortgage slave), 婚奴 (wedding slave) While 巨搞 (spoof), 卧槽族 (job-hugging clan) is exception without adding to affixation mega- and –ers.

4.6 Adapted Translations of Sentences

Some network catchwords are formed in the way of imitation, analogy, pun or conferring traditional words to new meanings, unconventional word-making to receive humorous and ridicule effect.In order to reach this effect, adapted translation skills are good for keeping functional equivalence.人生就像茶几，上面摆满了杯具 (Tableware is to the table what tragedy is to life).In

本科毕业论文

Chinese character, 悲剧 (tragedy) is the homonym of 杯具 (tableware).So, corresponding translation is fit for delicate touch of pun usage

被就业 (Bei jiuye, which is impoible to translate.Literally, is be hired, but it really means be hired without one’s knowing).This is a paive structure and also an unconventional phrase.The word 被 implies a black humor to expre unavoidable obseion upon some social phenomenon.

Due to the complicated and dynamic features of network catchwords, it is difficulty for many translators to have identically accurate English translation versions of Chinese network catchwords.As for the translations of network catchwords of this type, acquainting with foreign cultures and target language expreions plays a key role in the translation equivalence between the source text and the target language.

本科毕业论文

Chapter 5 Conclusion After previous discu on the thesis, it will have a conclusion of the whole paper.The thesis starts with an introduction to background information of catchword and network catchword, of which their relationship and difference have been displayed clear for us.The second part firstly introduces the sources of network catchwords mainly from network expreion, expreion in industry and foreign words.With the appearance of network, people gradually indulge in their opinions on social events.It is the concerned thoughts of netizens from transparency of social events that stimulate the popularity of network catchwords.After the detailed analysis of its sources and causes, people begin to pay more attention to features of network catchwords.Thus, on one hand, the formation of network catchwords is a combination of linguistic inheritance and innovation to some extent.On the other hand, because of its concision, humor, popularity and periodicity features, the usage of network catchwords save most time for audiences but abuse formations also bring about vulgar linguistic phenomenon.By way of detailed and vivid introductions of three previous chapters, the English translations versions of Chinese network catchwords will be represented under the guidance of Nida’s Functional Equivalence theory.In specific conditions, the thesis will contain literal translation, literal translation with interlinear notes, free translation, free translation with interlinear notes and adapted translation etc.The famous translator Eugene Nida sets forth the differences in translation, as he accounts for it, within three basic factors.(1) The nature of the meage.In some meages, the content is of primary consideration and in others the form must be given a higher priority.(2) The purpose of the author and of the translator.To give information on both form and content; to aim at full intelligibility of the reader so he/she may understand the full implications of the meage; for imperative purposes that aim at not just understanding the translation but also at ensuring no misunderstanding of the translation.(3) The type of audiences.Prospective audiences differ both in decoding ability and in potential interest (Wikipedia).As far as I am concerned, based on its 21

本科毕业论文

detail causes, sources and features, the English translations of Chinese network catchwords should not only take cultural differences between natives and foreigners into account, but also need finding corresponding or appropriate target-language versions with the accurate grasp of foreign cultures.As long as conforming to reflections of target-people, it might be appearing much better translation versions.Due to its complicated and dynamic features, there are all kinds of network catchwords in different category.What is more, for current linguists, they mainly have given priority to the research on the definition, formation of network catchwords .In view of academic blank in this aspect, the thesis will have a brief discu on translation methods to find corresponding English versions of Chinese network catchwords according to the four previous aspects.Owing to the lack of relating translation materials, please oblige me with your valuable comments and criticism.At last, I thank all of you for giving me your generous helps and enormous enthusiasms to motivate me complete the thesis.

22

本科毕业论文

Bibliography [1] China’s top 10 Internet buzzwords of 2009 [EB/OL].http://www.daodoc.com/wiki/Eugene-Nida.[4] Nord, Christiane.Translating as a purposeful activity: Functionalist Approach Explained [M].Shanghai: Shanghai Foreign Language Education Pre, 2001.

[5] Rei, Katharine.Translation Criticism-the Potentials and Limitations, Categories and Criteria for Translation Quality Aement [M].Manchester: St.Jerome Publishing, 2000.[6] Suzanne, Romaine.Language in society.An Introduction to sociolinguistics [M].Oxford: Oxford university pre, 1994.[7]曾常红.试论现代流行语流行的基本条件[J].华中科技大学学报(社会科学).[8]顾源.社会学视野下的网络流行语分析[J].社会学, 2009(3)：15-20． [9]黄涛.流行语与社会时尚文化[M].上海: 上海辞书出版社, 2003.[10]林纲.网络用语的类型及其特征[J].修辞学习, 2002(1).[11]林大津.跨文化交际研究[M].福州: 福建人民出版社, 1996(10).[12]李亮，黄乐平，王翊． 网络流行语探析[J].语文学刊：高等教育版, 2009(7)：116-118． [13]刘志杰.网络热词传播的社会现象透视[J].新闻世界, 2009 (6) ：143-144． [14]索绪尔.普通语言学教程.高铭凯,译.北京: 商务印书馆, 2001.[15]盛若菁.网络流行语的社会文化分析[J].江淮论坛, 2008(4)：119-121，158． [16]许钟宁.网络词语变异的语言文化解析[J].修辞学习, 2004(6).[17]许斐绚.解读当下青少年流行语.http:// www.daodoc.com.hk/Psychtheory.[18]杨玲.从网络流行语看大众文化特征[D].华中师范大学, 2006.[19]中国流行语2009发布榜:文汇新民联合报业集团新闻信息中心,文汇出版社2009年5月版.

23

第14篇：博士毕业论文英文页面格式(东南大学)

东南大学博士（或硕士）毕业论文英文页面格式

ENGLISH TITLE OF DISSERTATION FOR

DIPLOMA

A Diertation Submitted to Southeast University

BY Name of Graduate (such as HAN Bao-cheng)

Supervised by Name of Supervisor and Title (such as Prof.FENG Chang-gen)

and Name of Second Supervisor and Title

Name of Department (or School)

Southeast University

Date of Submit (such as April 2002)

第15篇：大学毕业论文 英语专业 之英文摘要5

ABSTRACT

As one of the most widely used languages in the world, English has regained its popularity in many areas of china.It is no longer just used in singular research area, but also in the field of exchange with foreign countries in economy, culture, science and technology.With the increased society requirement of English talent which lead by the rapid development of globalization, English education becomes more and more important, and there are more concerns with regards to how to make new learners master English easily and effectively.Interest is a trend of individual active exploration about some certain things or learning activities, and is a behavioral motivation.Therefore interest development in English teaching can help new learners to form a positive attitude to English learning for life.If they can learn a new language happily, a virtuous cycle both in English teaching and individual learning will be formed.The fun that learner can be aware of is the most powerful motivation, because interest is the most active element in individual activities.This paper discues the effective learning methods and strategies and specific practical ways.By means of related studies and my findings, some new ways about how to arouse the students’ interest in learning English are raised in the paper.

Key words:Interest developmentEnglish learningVirtuous Cycleteaching methodsiii

第16篇：关于英文毕业论文基本格式的建议

关于英文毕业论文基本格式的建议 （2008年10月6日补充）

本“建议”是叶苗老师在参考某些国际学术规范的要求、国内一些权威著作、期刊和重点外国语学院的相关要求的基础上，结合本院情况总结出来的指导性意见。这些建议并不全面，还会继续补充和完善。希望09届本科毕业生撰写毕业论文时遵照执行。若发现有误，请与本人联系。

一、论文封面: 学校统一（全中文）。

论文第一页格式（全英文，字体上半部分使用Times New Roman 3号字、加黑，下半部分为Times New Roman 4号字）（页码标为I，居中） COLLEGE OF FOREIGN LANGUAGES Graduation Thesis for BA Degree in English Language and Literature Title Student:

______________ Cla

______________ Supervisor: ____________ Wenzhou University, Zhejiang, China May, 2009

I

论文第二页格式：Acknowledgements„„„（单独占一页, Times New Roman 4号字。页码标为II）

论文第三页格式：先英文Abstract & Key words（Times New Roman,５号字，加粗,加冒号。后中文摘要和关键词（中文宋体5号，加粗，加冒号。页码标为III） 论文第四页格式：（Times New Roman ４号字, 页码标为V）

CONTENTS 1.

„„„„„„„„„„„„„„„„„„„„„(page 1开始) 2.

……………………………………….………………………… 2.1. ..………………………………………………………….

2.2. …………………………………………………………………... 2.3.

……………………………………………………………… 3.

………………………………………………………………..3.1. ………………………………………………………………

论文正文开始：(page 1开始)。

(正文开始每页要有页眉，写上论文题目，靠左。正文的大标题：3号字，粗体。小标题：四号字，粗体。内容：小四号字。字体：Times New Roman) ·正文一律采用文内注释法，即在括号内列出作者，出版年代：页码.·例句编号用（1）、（1a）、(1b)、和（2）„的形式,全文统一编号。 Bibliography (另起一页，左边顶格，页码为论文正文页码的延续） 参考文献（宋体5号）：引据或参考文献按汉语拼音或英文字母姓氏A-Z顺序列出，英文文献在前，中文文献在后，并依次排上序号[1]、[2]、[3]„„，所列文献必须与文内注释对应。

二、引用文献的格式要求

（一）引用文献的基本格式

这里我们分两种情况来介绍引文的基本格式：第一种情况是把文献作者作为句子的一部分（通常作主语），我们把它叫做“格式1”；第二情况是把作者的姓放在括弧里，我们把它叫做“格式2”。在同一篇论文中，以上两种格式可以同时使用。 格式1 格式1的基本做法是，把作者的姓（Family name）作为句子的一部分（通常作主语），随后用括弧标出所引用文献的出版年代。比如：

Long (1991:67) argues that without this, outcomes such as those from immersion education are likely to occur, with a lack of sustained development.如果文献有两个作者，则要将两个作者的姓都写出来，并用and连接(不能用&符号连接)。比如：

Perkins and Ga (1996:34) argue that, since proficiency is multidimensional, it does not always develop at the same rate in all domains.如果文献有三个或三个以上（六个以下）的作者，论文中第一次引用时必须把所有作者的姓都写出来，用逗号隔开，最后一个作者的姓用and连接。

Sanders, Spooren and Noordman (1992:21) presents a useful taxonomy of coherence relations. 在第二次及以后再引用该文献时，只需写出第一个作者的姓，再加上 et al.，比如： Sanders et al.(1992:65) studied coherence relations based on four criteria.

注意，参考书目的条目中不允许使用et al.来代替其他作者。应列出文献的所有作者。 如果所引用的内容在原文献中跨页（直接引用时一般应该只跨两页），则要标出页码范围，比如：

Hu (胡壮鳞1994:5~6) points out that text studies in the 1960s and early 1970s are more or le concerned with “text grammar” and textual “grammaticality”.在直接引用文献时，如所引用的内容较长（一般超过50单词），则应该另起一段，左右缩进。比如： „„

Lorenz (1999:76) voiced a very similar view that because in written communication, coherence cannot be explicitly negotiated face-to-face between text producer and text receiver,

“writers therefore have every reason for trying to be unequivocal and to make their ideas, intentions and arguments unmistakably clear.One way of doing this is to carefully signal logical relations and thereby ‘signpost’ the path to coherence for the reader.Consequently, when looking at the fabrication of coherence in written discourse, we need to pay special attention to those explicit signposts of coherence, i.e.the text’s cohesive ties” (p.55).格式2 格式2的基本做法是，把作者的姓、出版年代以及页码均放在括弧里，出版年代紧随作者的姓，之后是页码。比如：

The first criticism is that the text-based researchers choose to study the text itself for “methodological convenience” (Givón, 1995:59).使用格式2时，如果文献有两位作者，则必须把两位作者的姓都写出来，用&连接（不能用and），比如：

One validates not a test, but ‘a principle for making inferences’ (Cronbach & Meehl, 1955:297).

（二）转引的格式 所谓转引，是指论文作者并没有看到某个文献的原始出版物，而是在另外一个文献中看到的。比如Chapelle在其1998年的某个文献中引用了Shepard在1993年发表的文章中的内容。现在论文作者看到的是Chapelle的文献，而不是Shepard的原始文献。如果论文作者希望引用Shepard的话，则应该用下面的格式：

If construct validity is seen as an exhaustive proce that can be accomplished over a 50-year period, test developers may be inclined to think that any validity information is good enough in the short run (Shepard 1993: 444, cited in Chapelle 1998:78).上例中的cited in表示“转引自”，也可以用quoted from表示。注意，毕业论文中不能有过多的转引的内容。

（三）如何引用论文集的文献

论文集是指各章节由不同作者撰写并由一位或几位作者编辑出版的著作。负责编辑出版的作者称为editor(s)，封面和扉页一般会注明edited by，或在编辑者后面用括弧注明(Editor(s))。在论文集中，前言（Preface）、导论（ Introduction）及每篇文章（或每章）都单独署名。引用论文集的内容时，要根据文献作者进行引用，不能用编辑者的姓名进行引用。比如，M.A.Gernsbacher和 T.Givón在1995年编辑出版了一本名为Coherence in Spontaneous Text的论文集。其中有A.Sanford和L.Moxey写的一篇文章Aspects of coherence in written language: a psychological perspective。如果要引用这篇文章的内容，则应该按以下格式： Obviously Reinhart’s criterion of relevance is in fact obviously psychological, since “relevance can only be defined with respect to background knowledge, and reasoning procees” (Sanford & Moxey 1995:163).在这种情况下，论文后面的参考文献的写法是：

Sanford, A.& Moxey, L.Aspects of coherence in written language: a psychological perspective.In Gernsbacher, M.A.& Givon, T.(Eds.), Coherence in Spontaneous Text.Amsterdam/Philadelphia: John Benjamins Publishing Company, 1995: 161-187.

（四）如何引用中文文献

在用英文撰写论文的过程中，如果要引用中文文献，要将引用的中文信息翻译成英文，作者直接用中文名。比如：

For example, text studies in the 1960s and early 1970s were more or le concerned with “text grammar” and textual “grammaticality” (胡壮鳞, 1994:5~6).

（五）关于引文的其他注意事项

1．关于重复引用。在同一段落中，连续两次或两次以上引用同一文献时（中间没有引用其他的文献），从第二次开始，不重复文献作者的姓和出版年代，而是用ibid.代替。如所引内容在不同页码，可以在ibid.之后加上页码。凡是另起一段，全部要重写。比如：

A principle of text sequencing is that “without overt indications to the contrary, the order of mention of certain items may be aumed to reflect the order of these items in reality or in our conceptualization of reality” (Dik, 1997:435).This equals to say that textual description of events or states-of-affairs should follow either the order which actually exists in the worlds described or the order in which we perceive the worlds.As Dik (ibid.:436) further points out, “as long as the ordering within the discourse is in accordance with these natural defaults, this adds to the overall coherence.Where such orders are shifted around, overt markers must warn the interpreter of this marked situation”.

2．有时论文中不是直接或间接引用文献，而只是为了描述或介绍研究现状而提及某些文献，往往同时提及多种文献。在这种情况下可以采用如下格式（注意使用e.g.,）：

The situation with accuracy is not so clear.Some studies (e.g., Foster & Skehan 1996; Skehan & Foster 1997; Mehnert 1998) do suggest that accuracy is raised when there is planning, but other studies (e.g., Crookes 1989; Ortega 1999; Wigglesworth 1997, 2001) do not support this claim. 在这种情况下，可以用两种方法来安排文献的顺序。一是按文献的年代排列，较早的排在前面（如上例）；二是按作者的姓氏的字母顺序排列。

3．在同一处提及一个作者不同年代的文献时，可在括弧中列出若干个年代，用逗号隔开，按时间顺序排列。比如：

According to Halliday (1973, 1978, 1985, 1994), language has three main metafunctions, namely, ideational metafunction, interpersonal metafunction and textual metafunction.4．如果需要同时引用某个作者在其独立完成的某个著作中的观点以及这个作者与其他作者合作的著作中的观点，可以采用下列两种格式：

However, McNamara (1995; McNamara & Lumley, 1997) has challenged the Bachman model.However, researchers have challenged the Bachman model (McNamara, 1995; McNamara & Lumley, 1997).5．在同一论文中如果需要引用的两个作者的姓氏相同（即使出版年代不同），则需要加上作者的名字（First name）的首字母加以区分。比如：

R.Dawkins (1986) and M.S.Dawkins (1980) have contributed to an understanding of consciousne in animals.6．如果所引用的文献没有具体的作者，而是某个机构出版物，在引用时用机构的名称代替作者的姓，比如：

Retired officers retain acce to all of the university’s educational and recreational facilities (Columbia University,1995:54).7．词典或百科全书一般用出版物的名称，如果有大家熟悉的缩写形式，也可以使用缩写形式。

三、参考书目的基本格式

（一）专著

[序号]主要责任者.文献题名（外文文献用斜体）[M].出版地：出版社，出版年，起止页码.例：[1] 刘国钧，陈绍业，王凤翥.图书馆目录[M].北京：高等教育出版社，1957, 15-18.[2] Elliott E.Columbia Literary History of the Unite States[M].New York: Columbia University Pre, 1988.

（二）论文集、编著中的析出文献

[序号]析出文献主要责任者，析出文献题名[A].原文献主要责任者。原文献题名(外文文献用斜体)[C].出版地：出版年, 起止页码.例：[1]方梦之.加强对比语言学的研究[A].杨自俭，李瑞华.英汉对比研究论文[C].上海：上海外语教育出版社，1990, 79-85.[2]Carter R.Is There A Literary Language?[A].Steel & Threadgold Language Topics Vol.2 [C].Amsterdan/Philadelphia: John Benjamins Publishing Company, 1989.

（三）期刊文章

[序号]主要责任者.文献题名(外文文献用斜体，书和杂志的名字要斜体，文章名字不要斜体。)[J].刊名.年，卷（期）：起止页码.例：[1]王东风.论翻译过程中的文化介入[J].中国翻译.1998，(5)：6-9.[2]Vigil, F.& J.Oller.Rules of Foilization; a tentative model[J].Language Teaching.1976, (26)：281-295.

（四）译著

[序号]原著者姓名.原著名(斜体)[Z].译者姓名.书名.译著出版地：出版社，出版年, 起止页码 例：Faulkner W.The Sound and the Fury[Z].李文俊.喧哗与骚动.上海：上海译文出版社, 1984, 81-82.

（五）报纸——[序号]主要责任者.文献题名[N].报纸名，出版日期（版次）.示例：

[1]谢希德.创造学习的新思路[N].人民日报，1998-12-25（10）.

（六）国际标准、国家标准——[序号]标准代号标准顺序号-发布年标准名称[S].示例：

[1]GB/T 16159-1996 汉语拼音正词法基本规则[S].

（七）电子文献格式——[序号]主要责任者.电子文献题名[电子文献记载类型标识].电子文献出处或可获得地址.示例：

[2]王明亮.关于中国学术期刊标准化数据库系统工程的进展[EB/OL].http:‖WWW.cajcd.cn/pub/wml.txt/980810-2html.

（八）工具书

如果该工具书使用较广，版本多次更新，列出版次和出版年份 “Ginburg, Ruth Bader.” Who’s Who in America.52nd ed.1998.

Mohanty, Jitendra M.“Indian Philosophy.” The New Encyclopaedia Britannica: Macropaedia.15th ed.1987.如果该工具书知名度不广，出版信息要列全：

Allen, Anta L.“Privacy in Health Care.” Encyclopedia of Bioethics.Ed.Warren T.Reich.Rev.ed.5 vols.New York: Macmillan-Simon, 1995.

（九）.电影、VCD、DVD 等

It’s a Wonderful Life.Dir.Frank Capra.Perf.James Stewart, Donna Reed, Lionel Barrymore, and Thomas Mitch.1946.DVD.Republic, 1998.

（十）引用硕、博士论文按如下规范：

Liu, Shaolong.A Case Study of Listening Models and Strategies: Effects of Background Knowledge.MA thesis, Guangzhou Institute of Foreign Languages, 1991.

Wang, Chuming.Semantic Structure Theory and L2 Learning of English Adjectival Participles.Di.Chinese University of Hong Kong, 1995.

（十一）网上资源

Barsky, Robert F.Noam Chomsky: A Life of Dient.Cambridge: MIT P, 1997.8 May 1998 . (注：网上资源慎用)

（十二）参考书目的排列顺序

排列参考书目的顺序时要遵守以下规则：

1．所有条目按文献作者的姓氏的字母顺序排列，先英文后中文。 2．同一作者在不同年代的文献按时间先后顺序排列。如：

Halliday, M.A.K.Spoken and Written Language.Oxford: Oxford University Pre, 1989.Halliday, M.A.K.An Introduction to Functional Grammar (Second Edition).London: Edward Arnold, 1994.3．由某个作者独立撰写的著作排在该作者与其他作者合作的著作之前，比如：

Halliday, M.A.K.Language as Social Semiotic: The Social Interpretation of Language and Meaning.London: Edward Arnold,1978.Halliday, M.A.K.An Introduction to Functional Grammar (Second Edition).London: Edward Arnold,1994.Halliday, M.A.K.& Hasan, R.Cohesion in English.London: Longman,1976.Halliday, M.A.K.& Hasan, R.Language, context, and text: aspects of language in a social-semiotic perspective.London: Oxford University Pre,1989.4．作者的姓名有复姓时，姓名前有前缀（如van, de），正文中只出现名字，而在参考文献中则要出现名字的前缀，按照前缀的字母顺序排列。如下面的de Beaugrande, R.1980排在Dahlgren, K.1992之后，而不是按照Beaugrande中的首字母B来排顺序：

Dahlgren, K.Convergent evidence for a set of coherence relations.In Stein, D.(Ed.), Cooperating with Written Texts: The Pragmatics and Comprehension of Written Texts.pp.631~663.Berlin/New York: Mouton de Gruyter, 1992.de Beaugrande, R.Text, Discourse, and Proce: Towards a multidisciplinary science of texts.Norwood, NJ.: ABLEX Publishing,1980.

此时de应该大写还是小写要查清楚，最好的做法是看看这个作者的文章在其他人的作品中是如何引用的。

论文格式常见问题（补充） 一.论文行文结构

1.论文的总体顺序是：封面，扉页，致谢（Acknowledgements），英文摘要(Abstract)，中文摘要，目录(Contents)，缩写词列表 (Abbreviations) ，正文，参考文献（Bibliography），附录（Appendix；附录要编号）。

2.文章中每段文字不能少于3－4行，太少的文字不能单独成段。所有段落首行缩进（4个字母的空间）。自动换行后一率顶格。

3．不允许使用Microsoft Word的自动编号功能（录入时取消自动编号功能），也不能使用bulletin的格式（加黑点罗列）。

4.标题与正文之间要有距离。不同层次的标题字号应该有所区别。最小层次的标题可以与正文字号相同，但是要加粗字体以示区别。

5.不同的标题之间不能按次堆列在一起，中间应该有文字过渡。另外标题下面不能直接出现表格、图形、例句等，要有文字过渡。

6.每个section 的字数不能太少，同级的section字数应该大致相等，不能相差过于悬殊。每个section如果中间没有出现下级标题的话一般不要超过3页，否则应该将本节内容划分更为细致。最低层次的subsection（如2.2.2.1）的篇幅不能太长（1~2页为宜）。段落不宜过长。一个段落一般不超过一页的一半篇幅。但是段落也不能太短（如2~3行），至少5~6行以上为宜。

7.实验中哪组是实验组，哪组是控制组要交待清楚。实验组叫做Experimental Group，习惯用EG表示，控制组叫做Control Group，缩写为CG。

8.出现例句时，例句与正文的字体字号应该有所不同以示区别。

9.文章不能无缘无故随意出现空半页的情况。表格和图形如果排版时排不下，可以整体排到下一页。

10.正文中不要出现缩写。例如，don’t，can’t。不能使用非正式用语，如quite many, a lot of, a little。不能使用祈使句。 11.一些常见术语，第一次出现时要出现全称，在括号里写出缩写，例如second language acquisition （SLA），再次出现时则直接写SLA。

12.文章时态问题：建议大多数时候用一般现在时；除了例如investigate，study，conduct a study 这种强调动作的动词经常出现过去时之外。 13.文中大的段落之间应空一行，其他按默认处理。 二.表格及数据

1.表格不能跨页。为了保证表格在一页上可以把后面的文字提到前面写。如果表格过长一页放不下可以在下页继续，把表头照抄过去。

2.表格的标号问题：可以从Table 1，Table 2 „..按数字顺序列下去；也可以根据表格所在的章节列出。比如第三章的第一个表格就是 Table 3.1，第二个就是Table 3.2，以次类推；不能出现Table 3.1.1 的情况。

3.表格中的数字小数点后保留的位数应该统一：惯例是平均分保留到两位；P值保留三位；一般不要超过四位。 4.在使用Word，Excel，SPSS计算数据时数据位数太多，计算机会自动将其变为科学计算法，但我们在呈现数据时要将其变成普通数据。

5.一般我们在判断T是否著差时，P值只取到0.05 和0.01；不能理想当然的取其它值。小于0.05是显著，在表格中要标出*；小于0.01 是非常显著，在表格中标出**, 并在表格下面说明一个星号，两个星号分别是p值小于0.05 和0.01 时。

6.表格要划线清楚，以免读者出现对错行的问题。上下和左右线应对齐。 三.有关摘要的问题

这篇论文研究的主题/范围是什么？ 作者提供了哪些背景信息？ 本研究的目的是什么？ 研究是怎样进行的？ 有哪些主要研究发现？

研究所带来的启示包括哪些？ 四.有关结论的问题

第17篇：毕业论文英文文献翻译计算机网络安全浅析

计算机网络安全浅析

摘要：针对计算机网络系统存在的安全性和可靠性问题，本文从网络安全的重要性、理论基础、具备功能以及解决措施等方面提出一些见解，并且进行了详细阐述，以使广大用户在计算机网络方面增强安全防范意识。

关键词：计算机网络 虚拟专用网技术 加密技术 防火墙引言：

随着计算机网络技术的发展，网络的安全性和可靠性已成为不同使用层次的用户共同关心的问题。人们都希望自己的网络系统能够更加可靠地运行， 不受外来入侵者干扰和破坏。所以解决好网络的安全性和可靠性问题，是保证网络正常运行的前提和保障。

一、网络安全的重要性。

在信息化飞速发展的今天，计算机网络得到了广泛应用，但随着网络之间的信息传输量的急剧增长，一些机构和部门在得益于网络加快业务运作的同时，其上网的数据也遭到了不同程度的攻击和破坏。 攻击者可以窃听网络上的信息， 窃取用户的口令、数据库的信息；还可以篡改数据库内容， 伪造用户身份， 否认自己的签名。更有甚者，攻击者可以删除数据库内容，摧毁网络节点，释放计算机病毒等等。这致使数据的安全性和自身的利益受到了严重的威胁。 根据美国 FBI（美国联邦调查局）的调查，美国每年因为网络安全造成的经济损失超过170 亿美元。75的公司报告财政损失是由于计算机系统的安全问题造成的。超过 50的安全威胁来自内部。而仅有 59的损失可以定量估算。在中国，针对银行、证券等金融领域的计算机系统的安全问题所造成的经济损失金额已高达数亿元， 针对其他行业的网络安全威胁也时有发生。 由此可见，无论是有意的攻击，还是无意的误操作， 都将会给系统带来不可估量的损失。所以，计算机网络必须有足够强的安全措施。无论是在局域网还是在广域网中，网络的安全措施应是能全方位地针对各种不同的威胁和脆弱性， 这样才能确保网络信息的保密性、完整性和可用性。

二、网络安全的理论基础。国际标准化组织（ISO）曾建议计算机安全的定义为： “计算机系统要保护其硬件、数据不被偶然或故意地泄露、更改和破坏。 ”为了帮助计算机用户区分和解决计算机网络安全问题，美国国防部公布了 “桔皮书”（orangebook， 正式名称为“可 ，对多用户计算机系统安全级别的划分进行了规定。信计算机系统标准评估准则” ） 桔皮书将计算机安全由低到高分为四类七级：D

1、C

1、C

2、B

1、B

2、B

3、A1。其中 D1级是不具备最低安全限度的等级，C1 和 C2 级是具备最低安全限度的等级，B1 和 B2 级是具有中等安全保护能力的等级，B3 和 A1 属于最高安全等级。 在网络的具体设计过程中，应根据网络总体规划中提出的各项技术规范、设备类型、性能要求以及经费等，综合考虑来确定一个比较合理、性能较高的网络安全级别，从而实现网络的安全性和可靠性。

三、网络安全应具备的功能。

为了能更好地适应信息技术的发展，计算机网络应用系统必须具备以下功能： （1）访问控制：通过对特定网段、服务建立的访问控制体系，将绝大多数攻击阻止在到达攻击目标之前。

（2）检查安全漏洞：通过对安全漏洞的周期检查，即使攻击可到达攻击目标，也可使绝大多数攻击无效。

（3）攻击监控：通过对特定网段、服务建立的攻击监控体系，可实时检测出绝大多数攻击，并采取响应的行动（如断开网络连接、记录攻击过程、跟踪攻击源等） 。

（4）加密通讯：主动地加密通讯，可使攻击者不能了解、修改敏感信息。 （5）认证：良好的认证体系可防止攻击者假冒合法用户。

（6）备份和恢复：良好的备份和恢复机制，可在攻击造成损失时，尽快地恢复数据和系统服务。

（7）多层防御：攻击者在突破第一道防线后，延缓或阻断其到达攻击目标。 （8） 设立安全监控中心：为信息系统提供安全体系管理、监控、保护及紧急情况服务。

四、网络系统安全综合解决措施 要想实现网络安全功能，应对网络系统进行全方位防范，从而制定出比较合理的网络安全体系结构。下面就网络系统的安全问题，提出一些防范措施。

物理安全可以分为两个方面： 一是人为对网络的损害； 二是网络对使用者的危害。

最常见的是施工人员由于对地下电缆不了解， 从而造成电缆的破坏， 这种情况可通过立标志牌加以防范； 未采用结构化布线的网络经常会出现使用者对电缆的损坏， 这就需要尽量采用结构化布线来安装网络；人为或自然灾害的影响，需在规划设计时加以考虑。 访问控制安全， 访问控制识别并验证用户， 将用户限制在已授权的活动和资源范围之内。

网络的访问控制安全可以从以下几个方面考虑。

（1）口令：网络安全系统的最外层防线就是网络用户的登录，在注册过程中，系统会检查用户的登录名和口令的合法性，只有合法的用户才可以进入系统。

（2）网络资源属主、属性和访问权限：网络资源主要包括共享文件、共享打印机、网络通信设备等网络用户都有可以使用的资源。 资源属主体现了不同用户对资源的从属关系， 如建立者、修改者和同组成员等。资源属性表示了资源本身的存取特性，如可被谁读、写或执行等。访问权限主要体现在用户对网络资源的可用程度上。利用指定网络资源的属主、属性和访问权限可以有效地在应用级控制网络系统的安全性。

（3）网络安全监视：网络监视通称为“网管” ，它的作用主要是对整个网络的运行进行动态地监视并及时处理各种事件。 通过网络监视可以简单明了地找出并解决网络上的安全问题，如定位网络故障点、捉住 IP 盗用者、控制网络访问范围等。

（4）审计和跟踪：网络的审计和跟踪包括对网络资源的使用、网络故障、系统记帐等方面的记录和分析。一般由两部分组成：一是记录事件，即将各类事件统统记录到文件中；二是对记录进行分析和统计，从而找出问题所在。 数据传输安全，传输安全要求保护网络上被传输的信息，以防止被动地和主动地侵犯。

对数据传输安全可以采取如下措施： （1） 加密与数字签名：数字签名是数据的接收者用来证实数据的发送者确实无误的一种方法，它主要通过加密算法和证实协议而实现。

（2）防火墙：防火墙（Firewall）是 Internet 上广泛应用的一种安全措施，它可以设置在不同网络或网络安全域之间的一系列部件的组合。它能通过监测、限制、更改跨越防火墙的数据流，尽可能地检测网络内外信息、结构和运行状况，以此来实现网络的安全保护。

（3）UserName/Paword 认证：该种认证方式是最常用的一种认证方式，用于操作系统登录、telnet（远程登录）、rlogin（远程登录）等，但此种认证方式过程不加密，即 paword容易被监听和解密。

（4）使用摘要算法的认证：Radius（远程拨号认证协议）、OSPF（开放路由协议）、SNMPSecurityProtocol 等均使用共享的 SecurityKey（密钥），加上摘要算法（MD5）进行认证，但摘要算法是一个不可逆的过程， 因此，在认证过程中，由摘要信息不能计算出共享的 securitykey，所以敏感信息不能在网络上传输。市场上主要采用的摘要算法主要有 MD5 和 SHA‐1。

（5）基于 PKI 的认证：使用 PKI（公开密钥体系）进行认证和加密。该种方法安全程度较高，综合采用了摘要算法、不对称加密、对称加密、数字签名等技术，很好地将安全性和高效性结合起来。这种认证方法目前应用在电子邮件、应用服务器访问、客户认证、防火墙认证等领域。该种认证方法安全程度很高，但是涉及到比较繁重的证书管理任务。

（6）虚拟专用网络（VPN）技术：VPN 技术主要提供在公网上的安全的双向通讯，采用透明的加密方案以保证数据的完整性和保密性。

总结：综上所述，对于计算机网络传输的安全问题，我们必须要做到以下几点。第一，应严格限制上网用户所访问的系统信息和资源，这一功能可通过在访问服务器上设置 NetScreen防火墙来实现。第二，应加强对上网用户的身份认证，使用 RADIUS 等专用身份验证服务器。一方面，可以实现对上网用户帐号的统一管理；另一方面，在身份验证过程中采用加密的手段，避免用户口令泄露的可能性。第三，在数据传输过程中采用加密技术，防止数据被非法窃取。一种方法是使用 PGP for Busine Security 对数据加密。另一种方法是采用 NetScreen防火墙所提供的 VPN 技术。VPN 在提供网间数据加密的同时，也提供了针对单机用户的加密客户端软件，即采用软件加密的技术来保证数据传输的安全性。

Abstract: Security of Computer Network System

This paper discued the secure and dependable problem about the computer networksystem.On some aspects: the importance of network security basic theory function and themethod of solving a problem etc.Good views for solving the problem are put forward.Itstrengthens people’s consciousne on network security.

Key words:

Computer network Virtual private network Encryption techniques FirewallIntroduction Along with the computer network technology development the network securityand the reliability have become the question of common interest by all users.The people all hopedtheir own network system can move reliably not external intruder disturbance and destruction.Therefore solves the network security and the reliable problem carefully is a guarantee thenetwork normal operation’s premise and safeguard.First the importance of the network security.With the informationization developing fasttoday the computer network obtained the widespread application but along with the networkinformation transmiion capacity growing faster some organizations and departments benefit thespeedup with the service operation in the network while the data has also suffered to extentattack and destruction.The aggreor may intercept the information in the network steals theuser’s paword the database information also may tamper with the database content the forgeuser’s status denies own signature.And what is more the aggreor may delete the databasecontent the destroy node releases computer virus and so on.This cause data security and ownbenefit have received the serious threat.According to American FBI US Federal Bureau of Investigation investigation the networksecurity creates the economic lo surpaes 17000000000 dollars every year.75 corporationreport finance lo is because the computer system security problem creates.More than 50 safethreat come from inside.But only 59 lo could be poible estimate.In China the economiclo amount in view of financial domain and the bank negotiable securities computer systemsecurity problems creates has reached as high as several hundred million Yuan also sometimesoccurs in view of other profeion network security threat.Thus it can be seen regardle of is the mean attack or unconscious disoperation will all beable to bring the inestimable lo to the system.Therefore the computer network must have theenough strong security measure.Regardle of is in the local area network or in WAN thenetwork security measure should be Omni-directional in view of each kind of different threat andthe vulnerability so that it can guarantee the network information’s secrecy the integrity and theusability.Second network security rationale.International Standardization Organization ISO oncesuggested the computer security the definition was: “The computer system must protect itshardware the data not accidentally or reveals intentionally the change and the destruction.” Inorder to help the computer user discrimination and the solution computer network securityproblem the American Department of Defense announced “the orange peel book” orange bookofficial name is “credible computer system standard appraisal criterion” has carried on thestipulation to the multiuser computer system security rank division.The orange peel book from low to high divides into the computer security four kinds of sevenlevels: D1 C1 C2 B1 B2 B3 A1.Above allD1 level does not have the lowest safety marginrank C1 and the C2 level has the lowest safety margin rank B1 and the B2 level has the mediumsafekeeping of security ability rank B3 and A1 belongs to the highest security rating.In the network concrete design proce it should act according to each technology standardthe equipment type the performance requirement as well as the funds which in the networkoverall plan proposed and so on the overall evaluation determines one quite reasonably theperformance high network security rank thus realization network security and reliability.Third the network security should have function.In order to adapt the informationtechnology development well the computer network application system must have followingfunction: 1 Acce control: Through to the specific webpage the service establishment acce control system in arrives the overwhelming majority attack impediment in front of the attack goal.2 Inspects the security loophole: Through to security loophole cyclical inspection even if attacks may get the attack goal also may cause the overwhelming majority attack to be invalid.3 Attack monitoring: Through to specific webpage service establishment attack monitoring system but real-time examines the overwhelming majority attack and adopts the response the motion for example separation network connection recording attack proce pursuit attack source and so on.4 Encryption communication: Encrypts on own initiative the communication may enable the aggreor to understand the revision sensitive information.5 Authentication: The good authentication system may prevent the aggreor pretends the validated user.6 Backup and restoration: The good backup and restores the mechanism may causes the loes when the attack as soon as poible restores the data and the system service.7 Multi-layered defense: The aggreor after breaks through the first defense line delays or blocks it to reach the attack goal.8 Sets up the safe monitoring center: Provides the security system management the monitoring the protection and the emergency case service for the information system.Fourth the network system safety comprehensive solution measures.If want to realize thenetwork security function we should carry on the Omni-directional guarding to the networksystem and thus formulate the quite reasonable network security architecture.Below on thenetwork system security problem proposes some guard measure.Physics safe may divide into two aspects: One is the artificial harm to the network the otheris the network to the users.Most common thing is the constructor who did not understand to theburied cable clearly thus lead to the destruction of electric cable this kind of situation maythrough standing symbolized the sign guards against Has not used the structurized wiring thenetwork to be able to appear the user frequently to the electric cable damage this needs to use thestructurized wiring to install the network as far as poible Artificial or natural disaster influencewhen to consider the plan.The acce control security the acce control distinguishes and confirms the user limits theuser in the already activity and the resources scope which is authorized.The network accecontrol safe may consider from following several aspects.1 paword: The network security system most outer layer defense line is network users registering in the registration proce the system would inspect the user to register the name and the paword validity only then the legitimate user can enter the system.2 The network resources’ host the attribute and the visit jurisdiction: The network resources mainly include the resources which shared files the shared printer network users and so on that all the network users can use.The resources were the host to manifest the different user to the resources subordinate relations such as builder modifier and group member and so on.The resources attribute expreed itself deposit and withdrawal characteristics as can read by who write or the execution and so on.The visit jurisdiction mainly manifests in the user to the network resources available degree in using aigns the network resources to be the host the attribute and the visit jurisdiction may effectively in the application cascade control network system security.3 Network security surveillance: The network surveillance is generally called for “the network management” its function mainly is carries on the dynamic surveillance to the entire network movement and handles each kind of event promptly.May understand simply through the network surveillance discovers and solves in the network security problem such as the localization network fault point seizes the IP embezzler the control network visit scope and so on.4 Audit and track: Network audit and track which is including the network aspect resources use network breakdown and system keeping.It composed generally by two parts: One the recording event soon each kind of event entirely records in the document Two carries on the analysis and the statistics to.

第18篇：英文毕业论文文献综述的写法及

英文毕业论文文献综述的写法及范文

英文（例子）：

[1] Bn, H D Tehing by Piniples: An Ineive ApphLnguge Pedggy[M] Penie Hll Regens, 1994

[] Bn, J Se l Siued Cgniin nd he Culue f Lening[J] Eduinl Resehe, 1, 1989

[3] Chis, Dede The Evluin f Cnsuivis Lening Envi-nens: Iesin in Disibued Viul Wlds[J] Ed-uinl Tehnlgy, Sep-O, 1995

[4] Hyes, DOn uniive peene[M] J B Pide; J Hles (eds) Silinguisis Hndsh: Penguin, 19

[5] L E Sbugh Ineulul uniin[M] Ne Buns-ik, NJUSA: Tnsin Bks, 1988

[6] Puhl, A Cl A een[J] EnglishTehing Fu, 199

[] Ths, Jenny C-ulul Pgi Filue[J] Applied Linguisis, 1983, (4): 91-111

[8] Willi B Gudykuns Ineulul uniin hey[M] Bevely Hills, CA: Sge Pub, 1983

第19篇：毕业论文

电子商务模式的分类

我国学者通常按参与电子商务交易的主体来分类，南京农业大学周曙东在《电子商务概论》一书中认为电子商务模式分为：企业与消费者之间的电子商务模式(B2C)、企业与企业之间的电子商务模式(B2B)、企业与政府之间的电子商务模式(B2G)、消费者与消费者之间的电子商务模式(C2C)。

分析中国中小企业发展的电子商务策略现状

整合网络营销中心SEO研究部为您报道：为了在21世纪激烈的市场竞争环境下生存并发展，中小企业必须发展电子商务，但是考虑到目前中小企业所处的环境以及其自身的一些弱点，中小企业不能立刻抛弃传统的商务模式，而是应该在继续保持传统商务模式的基础上，应用电子商务来改造传统的商务模式。电子商务模式吸收了传统商务模式的精华，并且利用先进的信息处理技术手段对其加以改进，从而降低成本、提高服务水平，实现企业自身与合作伙伴、客户、供应商等利益相关者的多赢。

一、分析中国现状：

我国中小企业发展电子商务存在的问题

虽然我国中小企业开始涉足电子商务领域，但是还是停留shousuojun在萌芽阶段，存在一些问题，具体表现在：

1.对电子商务认识上的不足

绝大多数的中小企业认为所谓的电子商务就是构建网站，建立网上店面，发布企业信息及产品，让客户通过它来购买东西。因此网络利用率差,营销方式单一，大部分上网企业的仅仅停留在网络广告和促销上,而且也只是将厂名、品名、地址、电话挂在网上而已,很少有企业拥有自己独立的域名网址,开展其他网络营销活动的更是寥寥无几，网络的巨大优势与潜力远远没有被挖掘。

2.资源投入不足，投入结构不合理，欠缺信息化建设

中小企业使用互联网和参与电子商务的程度参差不齐，许多中小企业仍把精力全部放在业务上，难以投入足够的资源进行信息化建设。有些企业虽然建立了网站，但过于关注于传统业务，加之“重硬件而轻软件”的倾向严重，网站利用率极低，甚至成为一个空壳，企业的投资回报率极低，导致电子商务名存实亡。

3.配套服务体系不健全

由于国内电子商务还处于初级阶段，开展电子商务缺乏一个成熟的商业环境。特别是目前中国在电子商务方面的法律法规不健全以及信用、支付和物流等阻滞电子商务发展，导致进行网上交易的企业要冒很大风险。

二、分析行业发展：

中小企业发展电子商务的必要性

1.提高企业运营效率

中小企业利用实现企业资源计划(ERP)和企业业务重组(BPR)等信息化建设从事电子商务,网络就成了企业生产、经营各环节的主要媒介和实施场所，从原料的采购，产品的设计、制造到产品的宣传、营销、辅助销售和运输，各个环节实现网络一体化，各个环节连成一个互动的有机整体，大大提高了企业的运营效率。

2.能有效降低企业库存

中小企业实行电子商务的供应链管理，通过构筑和前端客户以及后端供应商的互动系统，能对企业的销售量进行比较准确的预测，进而真正实现企业的JIT(JUSTINTIME)生产方式来实现产品供应的通畅、合理、高效，既满足供应，又不保留大量库存，最终实现企业的零库存。

3.减少了交易成本，拓展国内外市场，增加了商业机会

中小企业实施电子商务无疑会带来交易成本的大幅下降。一方面，网络广告对传统广告的取代将为企业节省巨额的广告费用。另一方面，电子商务减少了中间渠道商，实现了直销，从而降低了销售成本。同时电子商务具有开放性特点，使企业的交易活动可以不受时间地域的限制的进行，利用国内外两个市场，从而为中小企业创造更多的商机。

4.能使中小企业更好地适应市场的变化，全面提高企业的竞争能力

电子商务使得信息从离散化走向集约化，信息的传递方式由阶梯型变为水平型，从而缩短了信息沟通的渠道，使中小企业能够迅速地协调企业与供应商，企业与顾客的业务往来，快速处理企业的采购、调配和送货等活动。同时加强对各个部门的实时监控和管理。这种信息传递方式和管理组织结构的变化必然会导致中小企业更加有效地运行，从而搞活企业经济的活力，增强企业的竞争能力。

三、分析行业SEO的需求：

中小企业发展电子商务的可行性

1.政府为中小企业实施电子商务提供了政策支持

2010年1月22日，信息产业部审议并通过了《中国电子商务发展战略纲要》，它将成为我国企业从事电子商务活动的指导性文件。同时，国家三部委将有一系列举措推进中小企业信息化发展，从而引导中小企业发展电子商务。

2.网络基础设施的大量投入为电子商务提供了硬件支持

多年来，国家在信息化基础设施方面投入了大量人力、物力和财力，已基本建成了覆盖

全国的大容量，高速率光缆传输网络。公用数据通信网、卫星与微波通信网；图像通信网和多媒体通信网已有部分投入使用。这为中小企业实施电子商务提供了硬件支持。

3.大量的电子商务提供商提供了电子商务应用平台的保障

电子商务提供商专门为企业提供虚拟主机空间租用，承担电子商务平台制作与维护的电子商务服务商。这样就免去了企业自己购买专用设备和分流专业人员维护的高额费用，大大地降低了中小企业的电子商务的运营成本。

4.信息化教育为电子商务提供了人才保障

电子商务的实现的关键之一是信息化人才。目前，我国正采取多种手段和不同的形式，积极地开展信息化人才的培训工作。教育部门，正大力普及网络知识，在许多大专院校经济、贸易等专业院系开设电子商务专业，为电子商务培养了大量的高素质复合人才。

四、分析行业SEO策略：

我国中小企业发展电子商务面临的对策

1.拟定中小企业实施电子商务和总体规划

电子商务不仅仅是将企业业务简单地搬到因特网上，更重要的是对企业现有运营模式的变革，它涉及到企业管理模式的改变、业务流程的调整、内部资源的重组、基础设施的架构等一系列问题，也包括企业外部网络环境的建设，宏观市场环境的营造等。因此，中小企业必须根据自身所处的不同市场环境与市场地位并结合自身的条件，选择电子商务实施的最佳切入点，有计划分阶段(如酝酿阶段、交易阶段、整合阶段和转型阶段)的进行。

2.结合自身条件增加信息化建设的资源投入

中小企业发展以信息化为基础的电子商务，须增加信息化的软硬件投入如系统构建成本、技术支持成本、运营管理成本、安全成本、风险成本和其他成本。因此中小企业要以商务为核心，利用现代信息技术工具实现企业价值链上的新的利润增长点。

3.建立高效信息收集系统，优化资源配置

信息网络时代，及时有效的信息决定市场和效益。中小企业要成功地实行电子商务，一定要建立一个高效的MIS信息收集系统。通过网站的设计。建立一个良好动态数据库，并对信息进行加工处理，进而了解市场的需求动向及企业自身的经营情况，企业的产品在网上受欢迎的程度等。同时能与ERP、BPR、SCM和CRM系统进行整合，进而优化自身的资源配置，最大地降低成本，提高经营效益。

4.选择最佳的配送及支付结算方式降低风险成本

社会化配送及支付结算方一式是电子商务发展的两个瓶颈，中小企业无法通过自身来解

决。因此，中小企业可以采取第三方物流配送方式，由物流代理公司承接仓储、运输代理后，为减少运行费用，提高服务质量，同时又要关键词排名上海关键词排名使生产企业觉得有利可图，就必然在整体上尽可能的加以统筹管理，使物流合理化。同是，支付结算方式可以采用由银行或第三方支付公司作为中介来承担，进而降低交易风险。

5.以客户为中心，提供优质服务系统，建立忠实的客户群

现代客户需要强调的是个性化服务，网络服务系统为客户提供了全新的工具：全天候、即时、互动、了解信息、释疑解难等。这些都迎合了现代消费个性化的需求特征。所以，越来越多的企业把电子商务整合到的营销计划中，使客户服务成为电子商务必不可少的环节之

一。中小企业须以客户为中心，提供完善的售前、售中、售后的服务体系，实现人性化的服务。

综合起来，我们利用整合网络营销的手段，综合一切可以提升用户网络客户开发的方法，迅速提升用户的网络市场占有率。

三、设计思路：

根据上述目的，本文首先对中小企业开展电子商务模式的现状和特点进行分析，将电子商务模式分为网上商店/服务、网络经纪商、价值链服务商。其次从信息的横向价值链、纵向价值链和信息内容三个维度对上述电子商务模式进行了分析和比较，最后提出了当前中小企业开展电子商务模式的不足，并在分析价值链发展机制的基础上，引入知识价值链对电子商务模式的发展趋势作了探讨与研究。

中小企业应用电子商务现状及改进策略分析

2中国中小企业的现状

2.1中国中小企业的行业背景

2.2中小企业自身的特点

2.3中小企业与大企业

2.3中小企业应用电子商务

3.3 电子商务的发展趋势

3.4中小企业应用电子商务的发展趋势

4中国中小企业应用电子商务的现状

4.1中国中小企业应用电子商务的背景和机会

4.2中国中小企业应用电子商务的现状问题

4.4中国中小企业开展电子商务面临的问题

5中国中小企业实施电子商务的SWOT分析

5.1中国中小企业应用电子商务的优势

5.2中国中小企业应用电子商务的劣势

5.3.中小企业实施电子商务的机会

6中小企业应用电子商务的改进策略分析

6.1中小企业开展电子商务的必要性

6.2中小企业开展电子商务的可行性

6.3中小企业应用电子商务的策略

第20篇：毕业论文

南京邮电大学2014届毕业论文

阳江邮政储蓄业务发展对策研究

第一章 阳江邮政储蓄业务的原来的基本情况

随着邮政储蓄业务的加快发展，邮政储蓄业务越来越受到广大用户的青睐，近年来阳江的邮政储蓄市场在逐步扩大，但由于专业银行业务的不断加强，业务规模不断做大，致使阳江市邮政储蓄业务面临竞争状况日益激烈。面对严峻的专业银行市场竞争形势和日益强大的竞争对手，原本市场份额占领较小的阳江市邮政局的储蓄业务，近几年来的业务总量、业务收入却呈明显上升趋势，为深入了解其业务量迅速上升的原因，笔者对阳江市邮政储蓄业务的市场开发情况进行了详细的调查研究。通过系统调查分析，发现阳江市邮政储蓄在营销突围方面先后注重营销目标化、营销注重责任化和营销注重战略化及创新营销模式等一系列改革措施，实现营销人才策略、差异化策略、渠道整合策略、网点营销资本引进策略等，使得阳江邮政储蓄业务在同行业中所占的市场份额逐年扩大，年业务收入逐年上升。

原来阳江邮政储蓄市场营销存在如下不足：

1.1只注重市场营销，忽视了对未来风险的承受能力

市场营销观念是一种时时处处都要体现以市场为导向、客户为中心、效益为目的的经营理念。而我们的邮储银行还没有完全树立起这种理念，他们也努力在做到以客户为中心，但考虑最多的却是银行自身效益问题，忽视了未来的风险问题。

1.2 市场定位不明确，自主创新的品牌较少

在市场激烈的竞争中，很多商业银行为了在竞争中赢得优势，投入了大量资金用于每一个可以触及的方面，但是却又缺乏总体规划与创意，常常是看到别的银行有什么产品，自己的银行马上也会推出类似的项目，产品的雷同性导致投入与产出不成比例，邮储银行也不例外，浪费资源却没有得到应得的利润。

1.3 缺乏对目标客户的研究，服务质量达不到客户的要求，客户面临流失的风险

邮储银行成立以后，为了顺应市场的发展，满足客户的不同需求，相继推出了小额贷款、网上银行、各种银行卡业务，但实际应用并没有达到预期的效果。

1.4 市场营销没有在邮储银行内部形成整合力量

南京邮电大学2014届毕业论文

邮储银行虽然已经成立了专门的市场经营部门，但还缺乏进行全行的统一部署与安排的职能，使得营销部门与其他部门之间缺乏工作中的沟通与配合，没有形成整合力量，这必然会破坏邮储银行营销活动的系统性，从而影响营销效率的全面提高。

1.5现有的营销能力和营销思维难以针对高端客户集中化经营

中国邮政储蓄银行一直是农村金融的主力军,这确是其行业地位的体现,但城市高端客户市场和机构客户市场也应该是邮政储蓄银行进行争夺的资源。 邮政储蓄银行由于历史原因,对于高端客户和机构客户缺乏相关的营销经验。人才队伍需要大量补充。否则对于高端金融市场的集中化经营将难以突破,只能无奈地将筹码押注在农村金融市场和传统的储蓄业务。

1.6网络资源未经整合无法降低成本

邮政储蓄银行的网点多,但是对于农村边远地区的网点,业务量通常很小,再加上受国家政策法律限制,农村边远地区的网点难以撤销,经济较发达的村镇通常有农村信用社和中国农业银行的网点。邮政储蓄银行的网点如果不进行有效整合,肯定难以实现规模经济,成本领 先无从谈起。

第二章 阳江邮政储蓄业务采取的经营措施

2.1阳江邮政储蓄银行应该坚持不懈地树立邮储银行品牌建设

2.1.1阳江邮政储蓄银行应该坚持不懈地加强邮储银行品牌建设，通过硬件设施建设、优质贴心的服务和广泛的业务宣传树立“绿色银行”、“百姓银行”“社区银行”的形象，注重细节，改善服务，对客户提供差别化的优质服务，赢得客户的信赖和忠诚。作为新兴的金融机构，阳江邮储银行有必要树立全新的服务营销思想和理念，来指导服务营销工作的开展，树立新的企业形象。另一方面，银行通常为顾客提供五种服务：获取现金服务、资产安全性、资产支付服务、贷款服务以及金融顾问服务。但并不意味着每个银行都可以提供全能的服务，银行应结合自身的特点，开发出符合消费者需求和自身利益性的产品。邮储银行应该明确不同区域，不同等级的机构网点的营销定位，达到留住老客户、开拓新客户，实现盈利性目标。

2.1.2完善服务质量标准和服务保证体系。企业服务质量的标准是衡量服务水平的依据 。无论是服务项目职能标准，还是服务人员的服务标准，都是反映邮政银行面貌的一面镜子。 严格的服务质量标准， 能使员工有一种责任感 ，易形成企业凝聚力和向心力，保

南京邮电大学2014届毕业论文

持企业活力。建立服务项目同时，服务质量保证体系也十分重要，它是邮政金融向客户做的承诺，是促销的一种手段。在一定程度上就可能消除用户对服务的风险疑虑，同时也为客户信息的反馈提供了依据。

2.1.3不断拓展市场，进行差异化服务营销。邮政储蓄银行要想在市场上吸纳客户，必须扩大服务项目，向客户提供独特的项目。如大额提存款上门服务、理财顾问；代收煤气、水电费的收据可由投递员送到客户手里等等。在条件允许的网点向客户提贵宾室，逐步设立理财中心、理财顾问；使中国邮政储蓄银行在客户心目中总能保持活跃形象。

2.2阳江邮政储蓄业务竞争优势分析

2.2.1 邮政储蓄银行已开办了邮政绿卡、代收代付、汇款、代理基金、代理保险等中间业务，逐步开展对个人和家庭提供理财、财务咨询、信用卡等金融服务中间业务。邮政储蓄银行应发挥邮政金融网络覆盖面广的特点，全面整合结算业务，建设包括绿卡、储蓄异地交易、转账和汇兑在内的联通城乡、方便快捷的资金结算体系。同时，大力发展代理保险、代发工资、代收通信企业资费等中间业务，巩固市场份额，培育邮政储蓄银行新的收入增长点，以提高盈利水平。

2.2.2 阳江邮政储蓄业务的竞争危机来源

商业银行中间业务的特点是成本低、收益好、风险小，发展中间业务对于完善商业银行的服务功能、降低资金占用、调整收入结构及提高盈利水平等具有重要作用，因而成为国内外商业银行努力争取并大力拓展的领域。现阶段在阳江各商业银行的中间业务中，结算、代理、银行卡三项业务的业务量和业务收入分别占中间业务总业务量和总收入的主要部分，而咨询理财类、金融衍生工具类等新兴中间业务相对较少。随着个人金融资产的不断增加，居民对于银行金融服务也提出了多元化的要求。商业银行根据顾客的财力状况和具体要求，适时地为顾客度身定制中间业务产品，如商业银行为个人提供的证券投资咨询、外汇买卖、投资组合设计等中间业务产品。目前，阳江商业银行的个人中间业务品种已发展到160 多种，尤其是近年来开拓的代理财政统发工资、银信通、汇款直通车、储蓄异地通以及代理销售保险、开放式基金和债券等优质中间业务项目的市场份额扩张迅速。

2.2.3阳江邮政储蓄银行主要办理居民的个人储蓄存款，业务范围单一，为此，阳江邮政储蓄银行主要是巩固和稳健发展低成本负债业务：一是逐步提高负债业务管理水平，确保持续做大存款规模，继续发挥储蓄业务存款对资产类业务发展的基础性作用，但应逐步建立以资金运用状况决定吸储规模的机制，避免负债规模过大导致的问题；二是提高活期存款 3

南京邮电大学2014届毕业论文

比重，降低付息成本，优化邮政储蓄银行存款的期限结构、客户结构和地域结构；三是大力发展对公存款业务，降低存款成本；四是加强经营管理，提高网点自然吸收储蓄能力，降低吸收储蓄综合成本。

为了形成较为全面的负债产品结构，通过大力发展个人储蓄和对公存款，积极发展对公或对个体工商户及民营企业的账户存款和转账业务，拓展业务范围，增强邮政储蓄银行的盈利能力，变传统的规模增长方式为效益增长方式，这样才能在保证邮政储蓄银行的资金来源的同时，使邮政储蓄银行利润最大化。

第三章 阳江邮政储蓄营销目标化、战略化

阳江邮政储蓄树立正确的市场营销观念，以客户为中心，以市场为导向，加强金融产品的创新和服务的优化， 让邮储银行的市场营销迈上新台阶， 以适应复杂多变的环境。随着金融业的对外开放，市场竞争变得日益激烈，邮储银行成立以后，改变了原来邮政储蓄的单一的经营模式， 开始越来越重视通过产品的丰富和市场营销手段来增强其在市场 竞争中的地位。正确认识自身的状况和特点，制定适应新环境的市场营销策略，但是在逐步的发展中也存在诸多问题。

3.1 邮政储蓄银行市场营销存在的主要问题

3.1.1 只注重市场营销，忽视了对未来风险的承受能力。市场营销观念是一种时时处处都要体现以市场为导向、客户为中心、效益为目的的经营理念。而我们的邮储银行还没有完全树立起这种理念，他们也努力在做到以客户为中心，但考虑最多的却是银行自身效益问题，忽视了未来的风险问题。

3.1.2 市场定位不明确，自主创新的品牌较少。在市场激烈的竞争中，很多商业银行为了在竞争中赢得优势， 投入了大量资金用于每一个可以触及的方面， 但是却又缺乏总体规划与创意，常常是看到别的银行有什么产品，自己的银行马上也会推出类似的项目，产品的雷同性 导致投入与产出不成比例，邮储银行也不例外，浪费资源却没有得到 应得的利润。

3.1.3 缺乏对目标客户的研究，服务质量达不到客户的要求，客户面临流失的风险。邮储银行成立以后， 为了顺应市场的发展， 满足客户的不同需求， 相继推出了小额贷款、网上银行、各种银行卡业务，但实际应用并没有达到预期的效果。

3.1.4 市场营销没有在邮储银行内部形成整合力量。邮储银行虽然已经成立了专门的市场经 营部门， 但还缺乏进行全行的统一部署与安排的职能， 使得营销部门与其他部门之

南京邮电大学2014届毕业论文

间缺乏工作中的沟通与配合，没有形成整合力量，这必然会破坏邮储银行营销活动的系统性，从而影响营销效率的全面提高。

3.2没有借鉴商业银行市场营销的经验介绍

3.2.1没有树立以客户为中心的经营理念。商业银行所盛行的“客户经理制度”可以说为银行业的市场营销发展做出了卓越的贡献，它们提倡的以“客户为中心，以市场为导向”的观 点成为市场营销的指路灯， 在对客服务中把满足客户需求放在了首位，其次才是银行产品的推销，使客户能够真正享受到“客户至上”的服务。

3.2.2 没有注重忠诚管理，培养并提高员工忠诚度。各专业银行存款业务的损益平衡点是 18 个月， 只有顾客存款在银行账户上滞留的时间超过 18 个月， 银行才能获利。 所以建立客户的忠诚度和员工的忠诚度已经成为很多银行营销战略实施的重 要组成部分。

3.2.3 没有进行市场细分，提供有效产品和服务。市场细分是根据购买者的欲望和需要，购买习惯和行为等进行有效的分类，细分的目的是为了针对不同客户的需求给予针对性强的服务。西方银行都是以为客户提供周到的细致的服务为出发点，不同客户不同对待，但让客户满意是他们追求的目标。

3.2.4 平时操作没有超前意识，不能超越客户的期望。客户的满意度取决于客户的满意度取决于客户对企业的期望值与实际体验值之间的差别。每个客户在接受完银行服务后都有自己的心理感受，想要让客户高兴就必须要超越客户期望。邮政储蓄在日常的营销操作中，要有超越自我意识，满足客户需求，更好地为客户的期望服务。

3.3改善邮储银行市场营销的对策与建议

3.3.1充分利用邮储业务优势，做好业务宣传。抓住邮储银行的挂牌成立的良好契机，加大宣传力度，在广大客户心目当中树立良好的新形象。邮政储蓄的宣传目的和功能通过宣传，使社会各阶层群众，尤其是偏远地区的群众，了解邮政储蓄的方针、政策以及储蓄知识，帮助人们认识储蓄的意义，储蓄的种类，利率档次，以及邮政储蓄优于其他银行储蓄的各种服务，从而使人们认识邮政储蓄，诱发人们的感情，引起或激发人们的储蓄需要，直致产生储蓄行为。邮政储蓄宣传的六大要素六大要素是宣传者、宣传对象、宣传媒介体、宣传技术、宣传内容和宣传效果。（１）宣传者邮政储蓄的宣传者，主要是储蓄员及其管理人员，也包括邮政部门的其他人员。同时也可以依靠社会力量。（２）邮储宣传对象为了增强邮储宣传的针对性，有必要对储户进行分类。对储户的分类有多种方式，可以按不同职业、不同性格、年龄大小来划分。若按是否参加邮储来划分，可分为显性储户、隐性储户和过渡储户。a、

南京邮电大学2014届毕业论文

显性储户。是指在邮局有存款余额的储户，即老储户。这些储户经常来参加邮储，对邮储知识熟悉，属于习惯性储蓄。对这类储户宣传的重点应是巩固和强化其储蓄行为。

1、形象宣传。也就是找出一个能代表企业服务的载体展示服务内容和形态。如邮政金融有网点多、外勤人员多、延伸服务长的特点。部分营业网点在整合后，呈现出的优美、舒适安全的营业环境，现代化的设施，可以烘托服务的档次和质量，都是邮储银行宣传的主要内容。b、隐性储户。是指在邮局没有存款余额的储户，即新储户。这些客户对邮储知识不熟悉，并且不经常来邮政网点办理储蓄业务。这些客户有待开发他们，挖掘他们的储蓄资源，使他们成为邮政储蓄的新客户。

2、特色业务宣传。企业要发展就要不断推出新产品、新服务，而这些在一定程度上使人们对企业产生好奇，从而产生试用产品(或服务)的动机 。利用网点多媒体屏、跑马屏滚动播出银行卡、理财服务以及贷款等金融业务知识。网点统一安放宣传架，不定期印制各类宣传折页供客户取阅，为进一步扩大宣传范围，还利用短信平台对客户发送短信宣传几万条，有针对性地对目标客户发布信息。并通过银行微信平台和相关合作媒体，对金融知识进行了宣传普及。公众教育服务工作是银行业金融机构确保自身稳步发展的基础，也是银行业金融机构应尽的社会责任和义务，阳江邮储将在今后的工作过程中进一步加强对客户的金融普及工作，使金融普及工作更常态化开展。

3.3.2提高员工素质，改变企业形象。长期的“只存不贷”使得邮政储蓄银行的金融人才极为匮乏。邮政储蓄从业人员的学历层次较低，素质不强，业务水平不高，难以提供令用户满意的多元化金融服务。缺乏高素质专业人才已成为邮政储蓄发展中间业务的瓶颈，尤其是科技型、高附加值的中间业务的开发、创新和营销。邮政储蓄的中间业务发展与其他商业银行的中间业务相比还有很大差距，存在不少问题，表现为： 1.中间业务发展不均衡。品种结构不均衡。目前邮政储蓄开展的中间业务主要集中在代理类和银行卡类。即使是代理类和银行卡类中间业务，邮政储蓄开办的也仅是其中一部分。地区发展不平衡。据有关统计，中间业务发展较好的市地局，收入可以占到邮政储蓄业务收入的 20%以上，而发展较差的局，中间业务收入比重尚不足 1%，差距非常明显。各业务品种的获利能力不均衡，有品牌的产品比没有品牌的产品发展势头更好，获利能力更强。金融业务种类繁多，内容复杂，需要一支包括金融、计算机、财务会计、工程技术和法律等方面的专业人才队伍。首先应大力引进金融和计算机类专业人才，充实从业人员队伍，为未来发展储备力量；其次借鉴专业银行的先进经验，切实加强在岗职工培训，提高从业人员业务水准；再次建立起一套完善的激励约束机制，从物质和精神两方面给职工以提高专业水准的动力和压力。通过上述措施营造一个聚才、育才和有利于优秀人才脱颖而出的用人机制，做到人尽其才，才尽其用，满足中间业

南京邮电大学2014届毕业论文

务迅速发展对人才的需求。加强人员培训和管理。为了保证市场营销的成功，企业必须按照标准对营销人员进行服务理论和服务技能培训，使他们掌握工作技能，提高作业水平。其次要加强对服务人员的管理。企业要了解服务人员的心理，做到问题早发现、早解决。同时还必须引进竞争机制、激励机制，通过竞争达到优胜劣汰，使队伍素质不断提高。由于人才缺乏，邮政储蓄在网络系统、营业网点等硬件设备方面与商业银行仍然存在差距。笔者在中原一些地区发现，网络设备和专业人员缺少的限制，城区的邮政储蓄网点数量远少于其他银行的网点数量，而相当一部分网点不能办理全部业务，如汇款、存取款等，主要受理的金融业务则是代发工资，保险代理；并且储蓄专柜的人员很少。鉴于此，邮政储蓄银行还需要下大力气推进现有系统的优化整合。对现有营业网点进行统一规范，更新和购置电脑等营业设施，全面提高硬件设备水平，为开展中间业务提供必要设施。邮政储蓄还应加大技术投入，完善信息管理系统。重点发展三个层次：一是多功能服务网络，作用是带动中间代理业务的优先发展；二是业务管理信息网络，目的在于开发中间业务管理软件；三是把邮政储蓄情况与全国各金融机构和其他行业的科技、商业信息连接起来，充实信息资料库，实现信息资源共享，以低廉的信息投入带动相关中间业务发展。

3.3.3 确立正确的营销观念，培养客户的忠诚度。市场营销表明，留住一个老客户的成本仅 是开发一个新客户成本的几分之一， 在服务行业， 培养客户的忠诚度对企业的发展来说至关 重要。显然，当营销人员成功的把客户吸引到邮储银行之后，银行本身也要具备 留住客户的能力， 这就要求邮储银行一要树立客户至上的服务营销观念， 宣传银行品牌形象， 二要根据客户的特点和要求制定组合的营销策略，全力公关，培养客户的忠诚度，维护并发展优质客户市场，防止客户的流失；对于主导业务要集中资源优势维护，在此基础上再寻求 创新与发展。这样就会形成吸引新客户、开发新客户、留住老客户的良性循环，维护和提高 市场占有率。

3.3.4 以客户需求为导向，注重市场细分。随着社会的发展，客户需求也呈多样化的形式， 在需求不断演变的今天，邮储银行应强化市场细分工作，实行针对性服务。在市场营销中有 个“二八原则” ， 就是说银行 80%利润来自于 20%的客户，这 20%的客户就是所谓的高端客户，针对这部分 高端客户，现在很多银行都借鉴了西方国家商业银行的“客户经理制” ，实行一对一的服务， 客户经理专门负责与客户进行联络与沟通， 及时了解其需求以及需求变化， 营销银行的金融 产品与服务，为客户提供全方位、多渠道、个性化、方便快捷的金融服务方案，培育这些大 客户的忠诚度。

南京邮电大学2014届毕业论文

3.3.5 要努力协调好营销部门与其他各部门之间的关系，保证营销工作的顺利畅行。邮储银行已经着手建立了真正意义上的营销部门，并配备了专业的营销人员，统一进行营销管理。 在营销人员进行市场营销的过程中， 管理部门要协调好各个部门之间的关系， 保证营销工作的顺利，同时要积极调动各部门员工的营销积极性，共同以顾客需求与满意为营业宗旨，尽力缩短业务办理过程中的停留时间，提高工作效率，为客户提供方便快捷的服务，达到为顾客提供最佳服务和为本行创造理想利润的经营目标。

3.3.6 加大金融产品的创新力度，努力提供能够满足客户需求的产品，树立金融产品的创新观念，满足广大客户的需求。阳江邮政储蓄不断创新业务产品,满足日益增长的广大客户需求。树立创新观念，增强创新意识。由点带面地发展邮政储蓄业务，使邮政储蓄业务发展日新月异，努力将邮政储蓄业务做大做强。

第四章 阳江邮政储蓄业务开发迅速的原因分析

阳江邮政储蓄树立正确的市场营销观念，以客户为中心，以市场为导向，加强金融产品的创新和服务的优化，让邮储银行的市场营销迈上新台阶，以适应复杂多变的环境。随着金融业的对外开放，市场竞争变得日益激烈，邮储银行成立以后，改变了原来邮政储蓄的单一的经营模式，开始越来越重视通过产品的丰富和市场营销手段来增强其在市场竞争中的地位。正确认识自身的状况和特点，制定适应新环境的市场营销策略，但是在逐步的发展中也存在诸多问题。

4.1阳江邮政储蓄银行善于发现市场营销存在的主要问题

4.1.1 只注重市场营销，忽视了对未来风险的承受能力。市场营销观念是一种时时处处都要体现以市场为导向、客户为中心、效益为目的的经营理念。而我们的邮储银行还没有完全树立起这种理念，他们也努力在做到以客户为中心，但考虑最多的却是银行自身效益问题，忽视了未来的风险问题。

4.1.2 市场定位不明确，自主创新的品牌较少。在市场激烈的竞争中，很多商业银行为了在竞争中赢得优势，投入了大量资金用于每一个可以触及的方面， 但是却又缺乏总体规划与创意，常常是看到别的银行有什么产品，自己的银行马上也会推出类似的项目，产品的雷同性 导致投入与产出不成比例，邮储银行也不例外，浪费资源却没有得到 应得的利润。

南京邮电大学2014届毕业论文

4.1.3 缺乏对目标客户的研究，服务质量达不到客户的要求，客户面临流失的风险。邮储银行成立以后，为了顺应市场的发展， 满足客户的不同需求， 相继推出了小额贷款、网上银行、各种银行卡业务，但实际应用并没有达到预期的效果。

4.1.4 市场营销没有在邮储银行内部形成整合力量。邮储银行虽然已经成立了专门的市场经 营部门，但还缺乏进行全行的统一部署与安排的职能，使得营销部门与其他部门之间缺乏工作中的沟通与配合，没有形成整合力量，这必然会破坏邮储银行营销活动的系统性，从而影响营销效率的全面提高。

4.2借鉴商业银行市场营销的经验介绍

4.2.1 树立以客户为中心的经营理念。商业银行所盛行的“客户经理制度”可以说为银行业的市场营销发展做出了卓越的贡献，它们提倡的以“客户为中心，以市场为导向”的观 点成为市场营销的指路灯，在对客服务中把满足客户需求放在了首位，其次才是银行产品的推销，使客户能够真正享受到“客户至上”的服务。

4.2.2 注重忠诚管理，培养并提高员工忠诚度。各专业银行存款业务的损益平衡点是18个月，只有顾客存款在银行账户上滞留的时间超过18个月，银行才能获利。所以建立客户的忠诚度和员工的忠诚度已经成为很多银行营销战略实施的重要组成部分。

4.2.3 进行了市场细分，提供有效产品和服务。市场细分是根据购买者的欲望和需要，购买习惯和行为等进行有效的分类，细分的目的是为了针对不同客户的需求给予针对性强的服务。西方银行都是以为客户提供周到的细致的服务为出发点，不同客户不同对待，但让客户满意是他们追求的目标。

4.2.4 超越客户的期望。客户的满意度取决于客户的满意度取决于客户对企业的期望值与实际体验值之间的差别。每个客户在接受完银行服务后都有自己的心理感受，想要让客户高兴就必须要超越客户期望。

4.3 改善邮储银行市场营销的对策与建议

4.3.1 确立正确的营销观念，培养客户的忠诚度。市场营销表明，留住一个老客户的成本仅是开发一个新客户成本的几分之一，在服务行业，培养客户的忠诚度对企业的发展来说至关重要。显然，当营销人员成功的把客户吸引到邮储银行之后，银行本身也要具备留住客户的能力，这就要求邮储银行一要树立客户至上的服务营销观念，宣传银行品牌形象。二要根据客户的特点和要求制定组合的营销策略，全力公关，培养客户的忠诚度，维护并发展优质客户市场，防止客户的流失；对于主导业务要集中资源优势维护，在此基础上再寻求创

南京邮电大学2014届毕业论文

新与发展。这样就会形成吸引新客户、开发新客户、留住老客户的良性循环，维护和提高 市场占有率。

4.3.2 以客户需求为导向，注重市场细分。随着社会的发展，客户需求也呈多样化的形式，在需求不断演变的今天，邮储银行应强化市场细分工作，实行针对性服务。在市场营销中有 个“二八原则”，就是说银行80%利润来自于20%的客户，这 20%的客户就是所谓的高端客户，针对这部分高端客户，现在很多银行都借鉴了西方国家商业银行的“客户经理制”，实行一对一的服务，客户经理专门负责与客户进行联络与沟通，及时了解其需求以及需求变化，营销银行的金融 产品与服务，为客户提供全方位、多渠道、个性化、方便快捷的金融服务方案，培育这些大 客户的忠诚度。

4.3.3 要努力协调好营销部门与其他各部门之间的关系，保证营销工作的顺利畅行。邮储银行已经着手建立了真正意义上的营销部门，并配备了专业的营销人员，统一进行营销管理。在营销人员进行市场营销的过程中，管理部门要协调好各个部门之间的关系， 保证营销工作的顺利，同时要积极调动各部门员工的营销积极性，共同以顾客需求与满意为营业宗旨，尽力缩短业务办理过程中的停留时间，提高工作效率，为客户提供方便快捷的服务，达到为顾客提供最佳服务和为本行创造理想利润的经营目标。

4.3.4 加大金融产品的创新力度，努力提供能够满足客户需求的产品，树立金融产品的创新观念，满足广大客户的需求。

4.3.5加强大客户服务。随着邮政储蓄银行阳江分行的营业活动不断规范和不断成长，其营销理念也在由被动地适应客户需求向创造和引导金融消费转变，努力做到以市场的需求为导向，以完善的客户服务为根本，提高邮政储蓄银行阳江分行的市场营销能力和客户服务能力。由于网上银行在县域市场发展较慢，在支行所有的客户中，零售客户的使用比率仅有10公司客户的使用比率达到了 15。并且邮储银行总行也开通了24小时全国服务热线95580，但是其使用率不太高。面对这种情况，邮政储蓄银行阳江分行实施了以客户满意和提高服务质量为宗旨的服务策略，充分挖掘客户的潜在需求，尽力增加客户的利益，提高客户的满意度和忠诚度。同时加强营销渠道建设，在这个过程中逐渐形成支行发展的核心竞争力。具体来讲，主要是通过从“软”和“硬”两方面来改善。一是改善支行的软件环境，建立规范、高端的终端服务体系建立中、高端客户服务体系建立客户满意调查制度。二是改善支行的硬件环境，通过电脑的更新换代来提高快速服务客户的能力，对原有的营业网点进行改造，重新装修，设置合理的区域布局，同时增设贵宾理财室，以满足与客户面对面的交流，拉近与客户的距离，使得营业网点的功能布局口趋完善。邮政储蓄银行阳江分行营销策略存在的主

南京邮电大学2014届毕业论文

要问题是未真正树立现代市场营销理念 邮政储蓄银行阳江分行在业务拓展过程中一定程度上引入了市场营销的 “以营销带动业务，以营销拉动观念，但是主动开展市场营销的意识不强，即“以客需求”的理念未真正树立。其次，被动适应客户需求的营销方式还存在，户为中心”的营销理念并没有被完全“消化吸收”并融入到口常工作中。再次，邮政储蓄银行阳江分行更多的把市场营销视为强化银行的口常管理工作，把市场营销等同于推销。目前，我国商业银行在市场营销活动中还存在着一些陈旧的甚至错误的观念，如把营销简单看作推销，把营销看作仅仅是营销部门的事，内部各部门之间缺乏营销配合，影响整体合力的发挥把市场营销片面地理解为广告与促销，其实广告与促销仅是银行营销方式之一，而不是市场营销的全部内容。市场营销是通过有效满足客户的需求，获取企业利润的过程。以顾客和市场为导 .4.3.6优化农村市场。邮政储蓄不仅要面对国内商业银行的竞争，不管和谁竞争，都有一个对比基点——客户，双方最终的竞争实力皆将通过争夺优质客户的实战来印证。市场营销是商业银行多方面经营资源的统筹运用，如果阳江邮政储蓄能抓好市场营销体系建设，扬长避短，充分利用优势资源，则可在实战中产生战略优势，并在持久的竞争中占据主动。 而中国邮政储蓄银行以下简称邮储银行作为市场的后进者，在新业务的开办及市场拓展方面还有所欠缺，这就急需对以往的传统经营方法及营销观念做出改变。邮储银行若要在激烈的市场竞争中求得生存和发展，就必须开展适应新时代、新要求、并且高效的市场营销模式。总的来看，邮储银行在县域市场还是占有相当大的地利优势。邮储银行建成了覆盖全国城乡网点面最广、交易额最多的个人金融服务网络。其广泛分布于全国各级城市，尤其在县级城市占有绝对的优势。邮储银行在县域市场主要为中低收入人群、农村地区、个体商户和微型企业提供较好的融资环境和融资服务，这就弥补和改善了农村的金融服务环境。阳江的工业化、城镇化、市场化建设的步伐在逐渐加快。随着居民收入水平和消费水平的提升，同时也推动着居民的理财观念和金融理念不断增强，对金融产品和金融服务呈现出多样化的需求态势。

4.3.7长期以来，邮政储蓄都处于一种似金融机构而非真正金融机构、似专业化经营而非真正专业化经营的发展状态，邮政储蓄对自身营销体系的构建一直缺乏理论化的研究和系统化的方案。邮政储蓄银行要想真正转型为一个金融机构，从现有的营销架构转型为一个具有现代意义的商业银行营销体系，必须适应改革和政策变化的要求，主动求变，系统地对老的经营体系、运行机制、经营理念等逐步“手术”，重新整合资源，建立一个贴近市场、反 11

南京邮电大学2014届毕业论文

应灵敏、符合市场需要的全新的营销体系。邮政储蓄银行要通过新的营销体系建设，逐步转变过去“人人头上有指标，千斤重担千人挑”的做法，用与现代商业银行相匹配的营销理念、营销战略、营销组合等，参与市场的竞争。邮储银行的网点主要分布在县城及以下区域，因此县域市场的营销发展及理论层面的思考和实践内容的总结，对县域邮储银行的发展具有重大的战略指导意义。 由于阳江邮政储蓄至今仍有从事邮政储蓄的经营管理工作者，阳江邮政储蓄的发展壮大过程，对邮政储蓄的行业背景、行业特点、行业优势和行业劣势等有较全面的认识，对整个邮政储蓄的政策变化、业务变化以及经营机制、营销机制等有较充分的了解，对未来邮政储蓄银行的定位和发展方向有一定研究。百年邮储,厚积薄发。世界历史的潮流早已把我们引入资本时代,一家银行的一场营销的革命只是现代金融业发展的缩影。但是所有的改革都需要管理层的魄力和每位员工的热情和信任,都凝聚着无数的辛劳和智慧。作为中国金融业拥有光荣传统而又不乏蓬勃朝气的邮政储蓄银行,会在发展的号角中抛开质疑,成为世界银行的一抹清新靓丽的绿色。

南京邮电大学2014届毕业论文

结束语

本文运用对比、引用、综合等分析方法，先列举阳江邮政储蓄最近几年取得的成效，指出原来存在的不足。对比其他专业银行，指出目前阳江邮政储蓄存在的竞争危机。进一步引出所采取的营销目标化、战略化等措施。同时，分析了在今后的业务发展中，营销方面必须做好市场定位，加强大客户服务和优化农村市场，并在发展中加强利用网络建设发展业务、人才培养方面进一步加大力度。大胆提出邮政储蓄发展过程中的利与弊，敢于分析并归纳总结，提出阳江邮政储蓄今后发展的前景。

诚然，由于个人掌握的资料不够全面和能力有限，本文对阳江邮政储蓄发展的研究尚存在不足，将在今后的实践中不断探索、完善和修正。

南京邮电大学2014届毕业论文

致谢

本论文得以完成，首先要感谢的是南邮的老师们和同学朋友们。从论文选题、构思、资料阅读、修改、定稿都得到了他们的悉心指导和帮助。在南邮进行函授课程学习的三年，留给我很多美好的回忆。任课老师们的敬业精神、务实的治学态度、宽博的学术研究和科学的实践经验，让我不但学到了市场营销专业知识，更进一步懂得人生的做人道理。在此，表示对他们的深深敬意和感谢。

同时，我非常感谢阳江市邮政局和阳江市邮政营业局的领导们，没有他们的支持和鼓励，我也完成不了函授本科课程。我会为他们的关怀照顾努力地工作、学习、报效企业和社会。

南京邮电大学2014届毕业论文

参考文献

［1］《中国邮政报》，网络，2013

年

［2］《邮政储蓄与市场营销探讨》，网络，2011年

［3］《邮政储蓄银行在市场营销中存在的问题及应对策略》，网络，2012年

［4］《阳江市邮政储蓄业务情况统计资料》，阳江市邮政局，2012年

［5］《如何做好邮政储蓄客户的营销策划方案》，阳江市邮政局代理业务部，2012年

《毕业论文英文.doc》

将本文的Word文档下载到电脑，方便编辑。

推荐度：

点击下载文档