導(dǎo)語(yǔ)：如何才能寫(xiě)好一篇英文畢業(yè)論文，這就需要搜集整理更多的資料和文獻(xiàn)，歡迎閱讀由公務(wù)員之家整理的十篇范文，供你借鑒。

篇1

摘要：畢業(yè)論文是學(xué)生積數(shù)年習(xí)得的知識(shí)和學(xué)術(shù)理念的精華體現(xiàn)，但如今其現(xiàn)狀不盡如人意。本文從畢業(yè)論文的現(xiàn)狀入手，通過(guò)調(diào)查，分析現(xiàn)狀成因，進(jìn)而反思英文寫(xiě)作課教學(xué)并提出其定位。

畢業(yè)論文和學(xué)位論文通常是有一定長(zhǎng)度并有文獻(xiàn)資料佐證的學(xué)術(shù)研究論文，專(zhuān)門(mén)對(duì)科學(xué)領(lǐng)域中的某些問(wèn)題或現(xiàn)象進(jìn)行探討研究，具有科學(xué)性和創(chuàng)見(jiàn)性。畢業(yè)論文的完成是學(xué)生在掌握本專(zhuān)業(yè)要求的全部知識(shí)、理論和技能的基礎(chǔ)上進(jìn)行綜合運(yùn)用，獨(dú)立地、創(chuàng)造性地解決理論和實(shí)際問(wèn)題的一項(xiàng)活動(dòng)，是學(xué)生從事獨(dú)立科研工作的起點(diǎn)，也是展示自己專(zhuān)業(yè)水平和科研能力的一次機(jī)會(huì)。更重要的是，畢業(yè)論文寫(xiě)作的優(yōu)劣是決定學(xué)生畢業(yè)時(shí)可否被授予學(xué)士學(xué)位的重要依據(jù)。因此，畢業(yè)論文的寫(xiě)作應(yīng)當(dāng)受到高度重視。然而，目前的本科畢業(yè)論文質(zhì)量令人擔(dān)憂(yōu)，曾有文章比之為“雞肋”，意為“棄之可惜，食之無(wú)味”。就英語(yǔ)專(zhuān)業(yè)畢業(yè)論文而言，情況則更應(yīng)引起重視。

一、論文現(xiàn)狀根據(jù)教學(xué)進(jìn)度的要求，英語(yǔ)專(zhuān)業(yè)的學(xué)生在第八學(xué)期開(kāi)學(xué)伊始就要準(zhǔn)備論文開(kāi)題報(bào)告，從而進(jìn)入實(shí)質(zhì)性的論文寫(xiě)作過(guò)程。下面是在各個(gè)環(huán)節(jié)出現(xiàn)的問(wèn)題。

1.選題草率，研究方向不確定。學(xué)生在選題時(shí)不夠慎重，沒(méi)有經(jīng)過(guò)嚴(yán)肅的思考，有的同學(xué)僅憑一時(shí)興起就定下題目，如《論佛教在中國(guó)的發(fā)展》。且不說(shuō)這個(gè)題目大小，其內(nèi)容本身就已超出專(zhuān)業(yè)范圍，用英文撰寫(xiě)對(duì)本科生也實(shí)屬力所難逮。還有的同學(xué)選題為‘OnReading’，研究方向不確定，泛泛而談，不知側(cè)重在哪里。雖然從表面上看，有些情況屬于個(gè)案，但事實(shí)上，近幾年，題目難以確定的現(xiàn)象越來(lái)越多，有的已經(jīng)導(dǎo)師認(rèn)可的題目，學(xué)生在進(jìn)行下一步工作之前又有較大改變，甚至改變研究方向。

2.資料收集倉(cāng)促，時(shí)而迷失方向。論文中表達(dá)的觀點(diǎn)和論點(diǎn)一般是以資料研究為基礎(chǔ)的，如果僅憑一兩本或幾篇文章，就想從中得出令人信服的結(jié)論是不可能的，即使得出結(jié)論，也沒(méi)有多大說(shuō)服力，因?yàn)橘Y料太少，不足為證。然而，學(xué)生收集資料缺乏系統(tǒng)性，覺(jué)得不夠用了則難以繼續(xù)，轉(zhuǎn)而換題，資料跟著題目變，倉(cāng)促之間，迷失方向不知所措。

3.論文撰寫(xiě)問(wèn)題重重。撰寫(xiě)論文要對(duì)收集到的資料進(jìn)行閱讀、做筆記、研究和整理之后，用自己的語(yǔ)言將其串聯(lián)起來(lái)，說(shuō)明論點(diǎn)、擺出論據(jù)、完成論證。如果只是把收集到的資料堆積在一起，東一段、西一段地拼湊下來(lái)，不能稱(chēng)其為論文。而大部分學(xué)生恰恰是以堆積為主，自己陳述為輔，論點(diǎn)跟著論據(jù)走，缺乏一致性，連貫性和邏輯性。另外，從論文整體的文字上看，資料部分用詞專(zhuān)業(yè)、準(zhǔn)確，句子相對(duì)復(fù)雜，而學(xué)生自己的陳述則語(yǔ)法錯(cuò)誤頻頻出現(xiàn)，句子簡(jiǎn)單并口語(yǔ)化。

二、現(xiàn)狀的成因

1.形勢(shì)與應(yīng)試的導(dǎo)向。近幾年的擴(kuò)招使學(xué)生數(shù)量有所上升，而教師的數(shù)量不但基本上沒(méi)有上升，還有不少人投入國(guó)內(nèi)外的進(jìn)修學(xué)習(xí)而不能擔(dān)任課程。由于課程負(fù)擔(dān)過(guò)重，使教師不堪重負(fù)而有意無(wú)意地忽視了寫(xiě)作課實(shí)踐環(huán)節(jié)以及批閱后的反饋。全國(guó)統(tǒng)一安排的英語(yǔ)專(zhuān)業(yè)四、八級(jí)考試合格證已成為評(píng)定英語(yǔ)專(zhuān)業(yè)水平的重要砝碼，在社會(huì)和校方的大力關(guān)注下，學(xué)生認(rèn)識(shí)到四級(jí)考試決定畢業(yè)證，八級(jí)考試關(guān)系到找工作，寫(xiě)作課教師也希望學(xué)生在寫(xiě)作項(xiàng)目考試中得高分。于是，大部分時(shí)間都圍繞四、八級(jí)考試進(jìn)行。學(xué)生熟悉了框架形式、套路，只注意與過(guò)級(jí)考試相關(guān)的寫(xiě)作形式與技巧，不善于觀察生活和知識(shí)積累，因此也就談不上運(yùn)用所學(xué)的知識(shí)表達(dá)思想、分析問(wèn)題和解決問(wèn)題了。

2.寫(xiě)作教材的適用性。我國(guó)大學(xué)英語(yǔ)專(zhuān)業(yè)的寫(xiě)作教學(xué)一直缺少一套較為完整，由淺及深，循序漸進(jìn)，適合現(xiàn)實(shí)各個(gè)階段教學(xué)需要的教材。基礎(chǔ)英語(yǔ)寫(xiě)作教材的范例雖多，但語(yǔ)言過(guò)于淺顯，有些內(nèi)容較貼近生活，但實(shí)用性和趣味性還有待提高；課后練習(xí)多為圍繞四、八級(jí)考試出題，學(xué)生“見(jiàn)多了”正式考題，對(duì)此類(lèi)寫(xiě)作練習(xí)，缺乏動(dòng)力，且練習(xí)都未附參考答案，使師生課后沒(méi)有參閱的標(biāo)準(zhǔn)；畢業(yè)論文一章，在二年級(jí)開(kāi)始講授，引不起學(xué)生的共鳴，一來(lái)是學(xué)生忙于考級(jí)，論文不是重點(diǎn)，二來(lái)時(shí)間尚早，缺乏一個(gè)過(guò)渡期，無(wú)法形成理性認(rèn)識(shí)。

3.學(xué)生基本功較差又缺乏實(shí)踐。學(xué)生習(xí)慣于讓老師灌輸詞匯句型，不愿意動(dòng)腦筋積極思考，寫(xiě)出來(lái)的東西用詞不貼切，語(yǔ)法不規(guī)范，行文不順暢，缺乏邏輯性、無(wú)條理。眾所周知，寫(xiě)作不僅在于語(yǔ)言文字的組織，更多的功夫在于知識(shí)積累和文化素質(zhì)，這方面的提高對(duì)于學(xué)生更為重要。然而，待學(xué)生忙完了四、八級(jí)考試轉(zhuǎn)入論文寫(xiě)作的時(shí)候，才發(fā)現(xiàn)自己沒(méi)有做好這方面的準(zhǔn)備，無(wú)論是題目、提綱還是摘要、引言、參考文獻(xiàn)，從形式到內(nèi)容腦子里一片空白。雖說(shuō)在之前的寫(xiě)作課上，這些內(nèi)容都講過(guò)，但當(dāng)時(shí)不是學(xué)習(xí)重點(diǎn)，而且沒(méi)有親自實(shí)踐過(guò)程，學(xué)生不知所措，無(wú)從下手。

三、英文寫(xiě)作課的定位

1.專(zhuān)時(shí)專(zhuān)用，突出目標(biāo)。將四、八級(jí)考試及畢業(yè)論文寫(xiě)作分階段進(jìn)行，形成層次。在基礎(chǔ)英語(yǔ)寫(xiě)作階段，集中實(shí)現(xiàn)兩個(gè)公認(rèn)的目標(biāo)：提高英語(yǔ)寫(xiě)作能力和順利通過(guò)四、八級(jí)考試。將教材中傳統(tǒng)的寫(xiě)作技巧中的精華部分及增加的課外內(nèi)容邊講授邊加入寫(xiě)作實(shí)踐，從而更加強(qiáng)調(diào)寫(xiě)作的動(dòng)態(tài)過(guò)程和學(xué)習(xí)者創(chuàng)造性的發(fā)揮。畢業(yè)論文指導(dǎo)要作為一門(mén)課程開(kāi)設(shè)，專(zhuān)門(mén)講授學(xué)術(shù)論文的研究方法，這樣不僅為學(xué)生的四年學(xué)業(yè)成就提供展示的機(jī)會(huì)，而且為將來(lái)的學(xué)習(xí)和工作打下良好的基礎(chǔ)。

2.注重實(shí)際，精講多練。有效克服教材的不足，從實(shí)際出發(fā)，為我所用，可適當(dāng)放棄一些高深的章節(jié)，并增加一些循序漸進(jìn)的內(nèi)容，保證穩(wěn)步提高。針對(duì)學(xué)生存在的諸多問(wèn)題，在講授詞匯、語(yǔ)法、句法方面多做有益的練習(xí)，盡量找生動(dòng)、學(xué)生易犯的大量的中式英語(yǔ)的例子，使學(xué)生在談笑間能將其錯(cuò)誤牢記在心。而大量的練習(xí)能給學(xué)生留下長(zhǎng)久的印象。這樣既提高了四、八級(jí)成績(jī)，又有助于學(xué)生寫(xiě)作能力的提高，更重要的是提升了跨文化交際意識(shí)。

3.發(fā)動(dòng)學(xué)生，互幫互進(jìn)。由于教師的精力有限，可適時(shí)適量地發(fā)動(dòng)學(xué)生互評(píng)作業(yè)，學(xué)生自己能夠解決的問(wèn)題自己解決。同學(xué)間同級(jí)互評(píng)能幫助學(xué)生增強(qiáng)讀者意識(shí)，降低寫(xiě)作焦慮，彌補(bǔ)自己寫(xiě)作中的不足。首先，互評(píng)可增加其詞匯量，正反兩方面的評(píng)價(jià)有益于所有學(xué)生作文水平的提高。其次，學(xué)生能夠通過(guò)討論互評(píng)首先成為一個(gè)頭腦敏銳、豐富的讀者、聽(tīng)眾，然后成為一個(gè)思路清晰、能寫(xiě)出好文章的作者。

這樣，教師不再是作為唯一的“讀者”去評(píng)判學(xué)生的作品。全班同學(xué)在教師的幫助下，發(fā)現(xiàn)問(wèn)題并能表達(dá)出問(wèn)題的所在。最終學(xué)生對(duì)評(píng)判自己的作品的內(nèi)容的表達(dá)方面也更加敏銳，并能更好地修正自己的作品，學(xué)生會(huì)很快地從評(píng)判活動(dòng)中看到益處，也會(huì)把大家對(duì)自己作品的評(píng)價(jià)作為提高文章水平的重要的參考資料。其實(shí)，這不僅解決了日常教學(xué)中的問(wèn)題，而且培養(yǎng)了學(xué)生嚴(yán)謹(jǐn)治學(xué)的良好習(xí)慣?？偠灾?，對(duì)英語(yǔ)專(zhuān)業(yè)畢業(yè)論文反映出來(lái)的問(wèn)題要認(rèn)真研究，其中英文寫(xiě)作課的教學(xué)任務(wù)極為關(guān)鍵，通過(guò)調(diào)查研究與實(shí)踐相結(jié)合，不斷探索，希望能夠提高學(xué)生的論文本論文由無(wú)憂(yōu)論文由寫(xiě)作能力。

參考文獻(xiàn)：

［1］程杰.合理利用文獻(xiàn)［J］.廣東工業(yè)大學(xué)學(xué)報(bào)，2004，06.第四卷增刊：148

篇2

2. Current situation and features of company website translation 2

2.1 Current situation of company website translation 2

2.2 Samples of famous foreign company website 3

2.3 Features of company website translation 4

3. The skopos theory and company website translation 6

3.1 Introduction of Skopos theory 6

3.2 The wrong types of translation from the perspective of Skopos 8

   3.2.1 Functional translation errors 8

   3.2.2 Liguistic translation errors 9

   3.2.3 Cultural translation errors 10

4. Analyses of website translation of foreign trade company in Zhejiang province 13

4.1 Functional translation errors 13

   4.1.1 Problem of length 13

   4.1.2 Problem rooted from different thought pattern 15

4.2 Liguistic translation errors 16

   4.2.1 Spelling errors 16

   4.2.2 Improper use of punctuation 17

   4.2.3 Incorrect word translation 17

   4.2.4 Illogical arrangment 18

4.3 Cultural translation errors 19

5. Conclusion 20

Acknowledgements 21

References 22

1．Introduction

Thanks to the ongoing economic reform and opening-up and the irresistible trend of globalization, China’s communication with the world has been intensified in recent years. Though almost every company which deal with the foreign trade owns his English version website, the overall situation of the C-E translation of Chinese company website is far from satisfactory that leave a lot of work to do. For the present, most of the work are based on the rule of skopos theory which we will investigate later.

And with the popularity and applications of the Internet, the company website plays an increasing important role in foreign exchange, outreach, and the absorb foreign capital[2]. Although nowadays most domestic enterprises have set up their own websites and e-commerce platform, many export-oriented enterprises is established in English, the site has become a propaganda of the enterprise, an effective channel to promote company products. However, there is no difficulty in finding errors comparing the domestic foreign trade company website to the foreign company website. Some mistakes are even too much to bear. In recent years, there appears a large number of discussion on website translation, start from Skopos basis direction, and have a lot of research fruits on the problem of company website mistranslation. But for the relatively small corporate company website translation, it had not been given sufficient attention and standardized management, error-prone web site translation directly affect a company’s image.

2. Current situation and features of company website translation

In the world today, global and regional cooperation is in full swing and countries are increasingly interdependent. Company website provide a quick and convenient access to the general understanding of what a Chinese company is like, thus serving as bridges that enable business people from different countries with different cultural backgrounds to have a better understanding of each other. In fact, as a specialized and important area of translation, the translation of company profiles has its own features and particular communicative functions which deserve an in-depth and systematic study.

2.1 Current situation of company website translation

Foreign propaganda in the business text, Chinese text use more modifiers which using rhyme, parallelism, words with other parties type the text in order to increase the beauty, attract potential customers and clients. Many translators often find it difficult, even if be translated, also bite the bullet and let the readers of English-speaking find it difficult to understand. Company’s publicity text translation is accurate for the purpose of translation about business, product-related information. So prominent is the informational translation, first principle focus on the information, and others such as style, rhetoric and so on is secondary to bit. If translate directly, the text will cause a pile, information duplication, not meet the English language of expression. On the basis of Skopos principles, the translator should cut the original text appropriately in order for information receiver better understanding the text.

Different from other text types, a company profile is a special kind of text with particular purposes and functions. The translation purpose of company profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its products. In order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That means the purpose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is applicable for them to adopt a TT-oriented or reader-centered translation strategy.

However, many translators in this field tend to neglect the translation purpose of company profiles. As a result, linguistic and cultural problems still exist and obstruct the achievement of the Skopos of company profiles. Enlightened by the functionalist approach, the thesis also conducts a comprehensive survey as to the readability and acceptability of the target text[6]. It is found that foreign people do not respond positively to the English translation of Chinese company profiles. These problems or errors adversely affect the quality of translation. Primarily under the guidance of the functionalist skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptable. By analyzing authentic examples, the study also justifies someappropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheorie. In the translation process, the translator is expected to bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerable adjustments or adaptations of the source text in order to achieve the intended function of the target text.

Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other public materials.

2.2 Samples of famous foreign website

There are a lot of famous company on the list of top 500 in the world, after searching for their company, not difficult in finding a lot of features in common about their web page design. The followings are classic samples.

Example[1]: In 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches.

(heritage.coca-cola.com/)

Example[2]: Software is a leading online portal for software products, with free downloads and expert software reviews to help you make an informed choice. We list thousands of discounted software products with prices that are almost always the lowest available in the country. We also list a huge selection of free downloads so you can try software free before you decide to buy.

The Software.com store features the the software industry’s leading publishers, including Microsoft, Intuit, Symantec, Adobe, Nuance and hundreds of others. Our software store provides users with rich resources including thousands of user reviews, articles, and product comparison charts.

    Software.com employs a team of industry experts with over 40 years of combined experience in online software distribution. Our goal is to bring you the best range of world-leading software, at the best prices, with rich reviews and product information so you can choose the software that is right for you. (software.com/about/)

 As we can see from these samples, the foreign company websites are more functional and focus more on introdu cing products, and the purpose are much stronger and prominent. This is exactly what our company website is lack of, for we always put more words in describing company history and prior tradition, but lack of products introduction and special users attraction.

2.3 Features of company website translation   

First of all, company website translation profile depends more on the skopos rules.  Different from other text types, a company website profile is a special kind of text with particular purposes and functions. The translation purpose of company website profiles is to enable more foreigners to know more about Chinese companies, thus achieving international recognition and establishing the credibility of the company and its products. In order to achieve these purposes and functions, more attention should be paid to target readers who have different cultural backgrounds in the company profile translation. According to skopostheorie, a translation action is determined by its Skopos and the end justifies the means. That means the purpose of translation determines the translation methods and strategies that are to be employed in order to produce a functionally adequate result. Therefore, in the C-E translation of company profiles, translators should adhere to Skopos rule, coherence rule and fidelity rule and it is applicable for them to adopt a TT-oriented or reader-centered translation strategy.

Secondly, primarily under the guidance of the functionalist Skopostheorie, the thesis puts forward a set of guiding principles for the C-E translation of company profiles, that is, idiomatic, comprehensible, and acceptable. By analysis authentic examples, the study also justifies some appropriate strategies such as addition, abridgement and restructuring. A conclusion can be drawn that it is feasible to guide the C-E translation of company profiles in the light of the functionalist approach, particularly skopostheorie. In the translation process, the translator is expected to bear in mind the intended function of the target text and produce a version that is comprehensible and acceptable to the target reader. Due to great linguistic and cultural differences, the translation process usually involves considerable adjustments or adaptations of the source text in order to achieve the intended function of the target text.

Hopefully, the principles and strategies proposed in this study would be of some value to the C-E translation of company profiles as well as other publicity materials.

At last, defined as the measure of all things in translation by Reiss, the ST is regarded by Vermeer as merely an “offer of information” which can be partly or wholly transmitted for the target audience, leaving its status much lower in skopostherie than in equivalence-based theories. And it is the purpose of the translation that determines what to translate, how much to translate and what strategies to employ in specific situations. For this reason, in C-E translation of company website, any translation strategy can be adopted provided it is effective in publicizing the company in the target culture and expanding its business there. The translator needs to serve as “cultural filtering”, which means making adjustments to the structure and style of the source text by addition, deletion and rewriting. In this section, different successful translation techniques applicable to company profile translation in light of skopostheorie will be explored.

3. The Skopos theory and company website translation

 

 A company website is a particular communicative message that an organization wants to deliver to a particular audience. It is essentially “a résumé” presenting an image of a particular company, aiming to “establish the credibility with the market the company serves” . Klein also argues that a company website provides insight about a company to its customers and prospects; potential employees and partners view it to evaluate whether or not it is the kind of company they’d like to work with. Generally speaking, a well-written company website contains the company’s founders, product range or service that a company offers, major stockholders, members of the board, address, telephone and fax numbers, website, and other vital information. Some website include their history and significant achievements they have made through the years. This thesis defines a company profile in a narrow sense and refers to a company introduction since introductory remarks head all the other subdirectory items and are of the most representative characteristics. The samples employed in this thesis include brochures and materials from the Internet and cover a great variety of b usiness fields such as banks, hotels, automobiles, medicine, wine, household electrical appliances, tobacco, and sports goods.

3.1 Introduction of skopos theory

The Skopos theory is an important functionalist theory of translation that was developed in Germany in the 1970s. It reflects “a general shift from predominantly linguistic and rather formal translation theories to a more functionally and socioculturally oriented concept of translation” [8]235. It greatly widens the research field of translation and puts translation researches in the framework of cross-cultural communication, instead of the narrow framework of source and target texts or the transmission between two languages. The Skopos theory draws inspiration from communication theory, action theory, text linguistics and text theory, and also from movements in literary studies toward reception theories. It is regarded as the core of German functionalism.

Hans Vermeer who proposed the Skopos theory gives his own definition of translation from a unique perspective that translation is a “purposeful action”. In the Skopos theory, translation is basically a type of communication. In other words, translation is a type of human action. Since action is the process of acting, which means “intentionally(at will)bringing about or preventing a change in the world (in nature), and thus can be defined as an intentional change or transition from one state of affairs to another” 18. Based on this belief, Vermeer put forward his translation principles, including the Skopos rule ad the guiding principle, and the coherence and the fidelity rule as subordinate principles.

It requires that a good translation be:

[1] pragmatic, accounting for the situational conditions of communicative interaction and, accordingly, for the needs and expectations of the addressees of the target text and even making the receiver the most important yardstick of translational decisions;

[2] culture-oriented, giving consideration to the culture-specific forms of verbal and nonverbal behaviour involved in translation;

[3] consistent, able to show the translator’s decisions in any type or form of translation task and make the target text a functional one;

[4] practical, accounting all the forms of transcultural communication needed; 

[5] normative, displaying the translator’s particular purpose;

[6] comprehensive, the communicative effects of a target text being equivalent to those of the source text;

.

3.2 The wrong types of translation from the perspective of Skopos theory

During the information exchanging, Chinese companies have to provide effective company website profile linguistically and culturally acceptable to their target readers. Consequently, the English translation of Chinese company website plays a significant role in ensuring a successful communication with the outside world. Yet the overall situation of the C-E translation of Chinese company profiles is far from satisfactory. From the perspective of Skopostheorie, “if the purpose of a translation is to achieve a particular function for the target addressee, anything that obstructs the achievement of this purpose is a translation error” [9]74. Thus, to decide whether a piece of translation is a translation error or not is neither to see whether the translation is grammatically correct or not, nor to see whether the translation is loyal to the meaning of the source text. Instead, it should depend on whether the translation has achieved the intended purpose of the original work. As far as the C-E translation of company profiles is concerned, major problems and errors result from the ignorance of linguistic and cultural differences. The common errors in the C-E translation can be roughly classified into two categories: functional translation errors, linguistic tr anslation errors and cultural translation errors.

3.2.1 Functional translation errors

Functional inadequacies occur in four ways. They may be pragmatic translation errors, which are the result of “inadequate solutions to pragmatic translation problems such as lack of receiver orientation”. Secondly, they may be cultural translation errors, which are “due to an inadequate decision with regard to reproduction or adaptation of culture-specific conventions”. Thirdly, they may be linguistic translation errors, which are “caused by an inadequate translation when the focus is on language structures”. Fourthly, and finally, they may be text-specific translation errors, which are “related to a text-specific translation problem and, like the corresponding translation problems, can usually be evaluated from a functional or pragmatic point of view” 76 .

Function refers to the factors which make the text work in the intended way in the target situation. Loyalty refers to the interpersonal relationship between the translator, the source-text sender, the target-text addresses and the initiator. Loyalty limits the range of justifiable target-text functions for one particular source text and raises the need for a negotiation of the translation assignment between translators and their clients[11]126.

The claim that a variety of strategies, often moving away from the linguistic surface of the source text, are necessary to produce a functional target text gives a more grounded precision to the claims of Goldblatt and Raffel. Nord’s argument helps us to understand that these strategies are not to be considered shortcomings or inadequacies, reluctantly accepted as abstract “poetry” but never as “scholarship” – they are deliberate and intelligent forms of both creativity and fidelity. Indeed they are the inevitable, different paths that translators must follow if they wish to create new texts based on their appropriately functional readings of the source-text. (Scholars, to paraphrase Raffel, are then entitled to translations as much as poets – but because their needs are different, they each require a different sort of translation.) If these strategies of non-equivalence are to be considered “mistakes” at all then they are, in a paradoxical way, “deliberate mistakes”, intentionally undertaken in order to recreate the text in a way that deviates from the literal surface meaning of the source text so as to represent its other, deeper, features. Other errors, or “mistakes”, which are the result of our intentions being neither adequate nor appropriate, might be considered, in contrast, to be “foolish mistakes”, the product of ignorance but not of maliciousness. And ignorance can be overcome by “an adequate level of language and culture proficiency”.

3.2.2 Lingustic translation errors

Linguistic translation errors are at the basic level among the four types of errors mentioned above. They usually stem from an incompetent translator’s poor command of the target language. Unfamiliar with the target language norms and conventions, an unqualified translator would make all kinds of errors, which range from levis (spelling and choice of words), semantics (meaning the source text intends to convey) to syntax (grammatical sentences and structure). Hence the translated text cannot be fully understood by the foreign audience. For example,“拳頭產(chǎn)品”has been translated literally as “fist product”. In Chinese,“拳頭產(chǎn)品” indicates that the product sells well in the market and it is regarded as a brand name. The counterpart “fist” in English, however, just means the hand when closed tightly with the fingers bent into the palm, which cannot convey the original meaning. It would be better to be translated as “knockout product”, “hard-punch product”or“product with a competitive edge” [12].

Example[3]: 三十年紡織品和服裝出口經(jīng)驗(yàn)，質(zhì)量第一，信譽(yù)第一，友情第一，重合同，守信用，始終如一。(ex.cn)

Original version：Thirty years’experience of textiles and garments export.Quality the best.Reputation and friendship the foremost. Always abide by contacts and credibility.

Revised version：The rendering in this example is a typical word-for-word one, let alone the grammatical mistake in the last sentence “Always abide by contacts and credibility”. The deliberate faithfulness of its sentence structure actually results in sen tence fragments in English, which are far from emotionally appealing to the English readers. Such redundant syntactic structure will surely confuse the target readers.

Example[4]: 集“中國(guó)馳名商標(biāo)”、“中國(guó)名牌”、“國(guó)家免檢產(chǎn)品”和“國(guó)家出口商品免驗(yàn)”等榮譽(yù)于一身的特步(中國(guó))有限公司，位于福建省泉州市經(jīng)濟(jì)技術(shù)開(kāi)發(fā)區(qū)。(xtep.com.cn/)

Original version：Xtep(China)co.,ltd.,honored with China's famous and popular brand, China's famous brand, products exempt from inspection and export products exempt from inspection; which locates in Quanzhou Economic and Technological Development zone. After correcting the grammatical errors in this version,an improved version could be:

Revised version：Xtep(China)Co., Ltd.,winning honors like “China’s famous and popular brand”, “China’s famous brand”, “inspection-exempt products” and “inspection-exempt products for export”, which is located in Quanzhou Economic and Technological Development Zone. 

3.2.3 Clutural translation errors

What does the word “culture” mean？As we have seen, culture is ubiquitous, multidimensional, complex and all-pervasive. Though there has been a century of efforts to define culture by scholars from different points of view, an agreement has so far not been reached[13]. The definition of culture seems simple but complex in reality. It covers aspects of everyday life to cognitive and social structure. And it refers to communities that have different attitudes toward political and social issues, different cultural practices and references in their private lives, different social backgrounds, etc.

In 1871, in his classic book Primitive Culture, British anthropologist Edward Tylor first gave the definition of culture which is widely quoted :“culture...is that complex whole which includes knowledge, beliefs, arts, morals, law, custom and any other capacities and habits acquired by man as a member of society” [13]. This definition is far from complete and vague to some extent because it only stressed the spiritual part of culture, but has neglected its material basis without which culture is an impossibility.

Translation and culture are closely related to each other. Translation is a cross-cultural communication. Various scholars have elaborated on the relationship between culture and translation.

Toury holds that translation is a kind of activity which inevitably involves at least two languages and two cultural conditions48.

In order to achieve the expected purpose of the C-E translation of company profiles, it is particularly important to know the role of culture in the C-E translation of company profiles. First of all, culture affects the selection of company profiles. In order to carter for the target readers, the initiators have to select materials that characterize the Chinese culture and are acceptable in the target cultural system. Secondly, culture affects the acceptability of translations in the target culture[18]. Because of the cultural differences, what is appreciated in one culture may not be acceptable in another culture differences, what is appreciated in on culture may not be acceptable in another culture. Thirdly, culture also affects the approaches to be adopted in the translation process. For different translation purposes, people may resort to different apporaches to solve cultural clashes.

Chinese and western cultures differ greatly in their historical development, geographical locations, customs, conventions, religious beliefs and aesthetics,which have a great impact on cross-cultural communication.According to Skopostheorie, a cultural translation error occurs when something in the translation doesn't conform to the norms and conventions in the target culture. Cultural transla tion mistakes or errors, though very covert, cause a lot of hideous barriers in the cross-cultural communication.

As has been mentioned above, what is appreciated in the Chinese culture may be unacceptable in the English culture due to the cultural differences. For example, we have always prided ourselves as“龍的傳人”, which is literally translated as“descendants of the dragon”. However, the Chinese word“龍” in the Chinese culture is not equivalent to the “dragon” in the western culture. Though both of them are legendary animals, their images and connotations are quite different. In the Chinese culture, the image of “龍” has undergone a series of changes before it takes its present form. It has the combined features of a number of animals—a reptile-like animal with a scaled body and claws, which can not only crawl, but also swim and fly. It is the symbol of the Chinese nation and the Chinese national spirit. It represents power, supremacy and auspice. In feudal China, emperors were compared to dragons. But in the western legends, dragon is a huge lizard with wings, scales and a long snake-like tail. It can spit fire. Dragon in the western culture is the symbol of evil[19]. So if the phrase“以外貿(mào)企業(yè)為龍頭” is translated into English as “with foreign trade firms as the dragon’s head”, the foreigners will feel awful when they read the translation. It will be acceptable when it is translated as“with foreign trade firms as the locomotive(or flagship)”.

Besides, English company profiles emphasize simplicity, individuality and substantiality, while Chinese ones stress elegance, uniformity, and authority. For this reason, the author of this present paper suggests that to realize intended commercial purpose, translators should avoid literally translating four-character phraseology into English because foreign consumers may show their doubts at the first sight of these patterns:“Who knows?” as shown in the following examples.

Example[5]: 該廠能生產(chǎn)大衣、西裝、時(shí)裝、襯衣、毛衣等不同類(lèi)型服裝用的上千個(gè)花色品種的紐扣，產(chǎn)品規(guī)格齊全，品種繁多，造型新穎。(lxbutton.com/)

Original version：The factory can produce thousands of type of buttons for coats, suits, fashions, shirts and sweaters. They have complete ranges of specification and various types and are novel in shape.

Revised version：The factory can produce various new types of buttons in thousands of different designs for coat, suits, fashions, shirts and sweaters.

It seems that the modifications in the second English version not only successfully achieve commercial effect but also makes the content more succinct. Hence, a translator should always bear in mind that cultural comparison is a “must” in the translation process. Without comparisons of the two cultural systems, successful translation would not be possible.

4. Analyses of website translation of foreign trade company in Zhejiang province

There are many famous foreign trade companies in Zhejiang province, almost every company owns its English version website profile which focus to attract foreign business partners around the world. But owing to the different levels of translators who work as the company website translation, there exists a big difference in the quality of website translation, some even cause serious problem which make foreign trade partner confused about the compani's business and even products' function. So it is very important for translators of company website to follow some principles while dealing with the translation work.

4.1 Functional translation errors

4.1.1 Problem of length

The main reason for the too long translation is the profile of the translation focus too much on faith, but neglect removing or simplifying the useless information for audience. In accordance with the “Skopos rule”, the purpose of translation decides the behaviour of translation work. The translators should add, adjust or predigest the original work depending on the purpose of the translation.some of the original target information is out of communicative value which will make the translation empty, trash-talking and even affecting the information transforming.

Example [6]: 進(jìn)入新世紀(jì)后，娃哈哈已擁有了雄厚的產(chǎn)品自主研發(fā)能力和技術(shù)創(chuàng)新能力，在雄厚的資金保障下，通過(guò)引進(jìn)國(guó)際最先進(jìn)的生產(chǎn)設(shè)備技術(shù)，進(jìn)行消化、吸收、再創(chuàng)新，使公司擁有強(qiáng)大的核心競(jìng)爭(zhēng)能力。同時(shí)，通過(guò)自主開(kāi)發(fā)營(yíng)養(yǎng)快線等系列創(chuàng)新產(chǎn)品，廣開(kāi)銷(xiāo)路，實(shí)現(xiàn)科學(xué)發(fā)展，行業(yè)龍頭地位日益穩(wěn)固。目前，娃哈哈正在不斷擴(kuò)大投資規(guī)模，不斷自主創(chuàng)新，向著世界500強(qiáng)企業(yè)的目標(biāo)闊步前進(jìn)！(劃線部分為錯(cuò)誤點(diǎn)）(wahaha.com.cn/aboutus/history/)

    Original version: The third time milestone development: entering the new era, Wahaha cultivated the dependent R&D ability and the technology innovation ability. Secured by abundant capital, we adopted the international advanced equipment technology with absorption and d igestion, making sure that Wahaha keeps the core competitive edge. We also developed the popular products like Nutrition Express to sustain the scientific development, stabilizing our leading position. Currently, Wahaha keeps further investment and constant innovation, aiming for becoming the world Top 500 enterprises.

We can find that some information in the Chinese version is useless and redundant,“消化、吸收、再創(chuàng)新”,“自主研發(fā)能力和技術(shù)創(chuàng)新能力”they all means innovation.so we can simplify the version into:

Revised version: Entering the new era, Wahaha cultivated the ability of innovation and R&D with abundant capital, we adopted the international advanced equipment with renew ability, making Wahaha keep the core competitive edge. At the same time, we have developed the popular products like Nutrition Express to sustain the scientific development, stabilize our leading position. Currently, Whaha keeps investment and innovation for becoming the world top 500 enterprises。

Example [7]: 東方機(jī)械位于風(fēng)景秀麗、物產(chǎn)豐富、經(jīng)濟(jì)發(fā)達(dá)、文化繁榮，素有江南“魚(yú)米、皮革之鄉(xiāng)”美稱(chēng)的錢(qián)塘江畔。(hua-jia .com/s1.htm)

Original version: Our factory is located in Dingqiao Town by the Qiantang River where is famed as"The Home of fish，Rice and Leather"，with beautiful scenery，rich products，flourishing economy and prosperous culture.

Revised version: “...located at Dingqiao Town by the Qingtang river, our company specialized in the production of ... ”（we can just delete the underlined part)

Example [8]: 2003年初，公司為滿(mǎn)足國(guó)內(nèi)市場(chǎng)對(duì)專(zhuān)用車(chē)的需要，及時(shí)調(diào)整產(chǎn)品結(jié)構(gòu)并成立的專(zhuān)用車(chē)公司，在做穩(wěn)、做強(qiáng)客車(chē)的同時(shí)，投巨資實(shí)施專(zhuān)用車(chē)項(xiàng)目，精心打造有洛陽(yáng)宇通特色的專(zhuān)用車(chē)產(chǎn)品，本著“低端切人、高端占領(lǐng)”的原則，經(jīng)過(guò)精心籌備，四大系列產(chǎn)品即混凝土攪拌車(chē)系列、散裝水泥車(chē)系列、加油車(chē)系列、灑水車(chē)系列一經(jīng)投放市場(chǎng)，便以其全新的設(shè)計(jì)、優(yōu)美的造型、細(xì)膩的工藝贏得了市場(chǎng)的青睞。(lyyt.com/t9/index.asp)

Original version: In the early of 2003, in order to meet the demands for special-purpose car in domestic market, we adjusted our product's structure and set up a new department dealing with special purpose car. While steadying and strengthening the production of passenger car, we invest large amounts of money in special-purpose car to carefully make this kind of products with vivid Luoyang Yutong characteristics. With the principle of cutting in from the low end and taking possession at the high end, our four series of products were put into market in April of 2003 after careful preparation. They are dowser series, water cart series, bulk cement vehicle series and concrete-mixing vehicle series. The products win for their new designation, exquisite molding and technique.

Revised version: In addition to its wonderful performance in the sector of passenger cars, Luoyang Yutong Automobile co., Ltd. Moved forward with an aggressive campaign to stay at the forefront of transportation. In the early of 2003, we set up a new sector to manufacture special-purpose vehicles including fuel trucks, spraying cars, bulk cement trucks and concrete-mixing trucks which are tailored to the needs of Chinese market. They gained excellent reputation for their original design and state-of-the-art technics among clients as soon as they were put into market in April of the same years.

4.1.2 Problem rooted from different thought pattern

In the functionalist perspective, the purpose of a translation is to achieve a particular function for the target address, and anything that prevents the achievement of this purpose in considered as a translation error. This means that a particular expression or utterance is not inadequate in itself; it only becomes inadequate with regard to the communicative function it was expected to achieve. Furthermore, Nord classifies the translation errors into four categories: pragmatic, cultural, linguistic and text-specific ones[9]. Study of the small corpus shows those translation errors in the translated corporate website are mainly linguistic and cultural. In the following parts, the author is to demonstrate the problems common to nearly all the sample texts, with suggested solutions thereafter.

Example [9]: 引進(jìn)大量的科技管理人才,成立“真愛(ài)集團(tuán)人才聯(lián)誼會(huì)” 形成“重知識(shí)，重人才” 的良好氣氛。(truelovegroup.com/english/about/about.asp)

Original version: To form well atmosphere “esteem acknowledge, esteem intellect”, truelove employed a mess of technology and management persons and set up “truelove group talent sociality”.

Revised version: To form well atmosphere “respect knowledge and talents”, Truelove employed talents and set up “Truelove talents Union”.

Example  [10]:

(1)醫(yī)德醫(yī)風(fēng)

Medical ethics

(2)全體員工精誠(chéng)團(tuán)結(jié)，上下一心

All the staffs unite absolute sincerity

(3)上有上策，下有下策，有令不行，有禁不止。

Disobey orders and defy prohibition.

In these translations repetitions have been talked carefully.The Word “ethics” contains the meaning of both“德”and“風(fēng)”. The Chinese“精誠(chéng)團(tuán)結(jié)”and“上下一心” which have the same meaning are translated into “unite in absolute sincerity.” As with these, the third English sentence fully renders the Chinese version whose second part means the same as the first one.

Let's quote example (2) as another example of this strategy. Taking a look at the underlined parts, we find the Chinese phrase“進(jìn)入飯店” has not been translated. The English version “Hong Kong Peninsula Hotel Management Group introduced us ...” is clear and sufficient to express the meaning of “進(jìn)入飯店，帶來(lái)…”. If we translate it in the word-for-word way “as entered the hotel and brought...”, the TT readers in English cultures will be confused. Thus, leaving out tautological words is one of the communicative methods in translating to realize the purpose of the TT. More specifically, this translation is a compliance with coherence rule rather than the fidelity rule.

4.2 Linguistic translation errors

A linguistic translation error is at the most basic level among the types of errors mentioned above. They usually stem from an incompetent translator's poor command of the language. Unfamiliar with the language norms and conventions, an unqualified translator would make all kinds of mistakes, which range from lexis (spelling and choice of words), syntax (grammatical sentence and structure) and semantics (meaning that the source text intends to convey).

4.2.1 Spelling errors

Example [11]: 本公司始終堅(jiān)持以“質(zhì)量為本，科技創(chuàng)新，優(yōu)質(zhì)服務(wù)，環(huán)保產(chǎn)品”為發(fā)展宗旨。(chinacgic.com/company.asp)

Original version: Our company has all along been adhering to such a development philosophy: quality basis, technological innovation, high-quality service and environment-friendly products.

Revised version:our company has all along been adhering to such a developing idea: quality basis, technological innovation, high-quality service and environment-friendly products.

Example [12]:“成功電子” 以擁有您的支持而自豪，并有信心通過(guò)我們不斷的努力使您以使用“成功電子” 產(chǎn)品而驕傲。(chinacgic.com/)

Original version: Success Electronics is proud for having your support and convinced that our constant efforts can make you proud of using our products.

Revised verion: Success Electronic is proud for having your support and it convince that our constant efforts can make you proud of using our products.

4.2.2 Improper use of punctuation

Example[13]: 公司自創(chuàng)辦以來(lái),不斷擴(kuò)大規(guī)模,更新產(chǎn)品的種類(lèi)。歡迎各中外客商前來(lái)共創(chuàng)商機(jī)! (rx-china.com/)

Original version: The company spread dimensions at once. sincerely welcomes its friends to have business negotiation, cooperate with them and jointly make great achievement.

Revised version: Since the establishment of our company we have always been expanding our industrial scale and adding new ranges to our production line. Now we warmly welcome our customers, both at home and abroad, to come together and enjoy better business opportunities!

Example [14]: 本公司經(jīng)營(yíng)的產(chǎn)品廣泛用于通訊設(shè)備、家用電器、儀器儀表、數(shù)碼產(chǎn)品行業(yè)、電子玩具以及工業(yè)自動(dòng)化設(shè)備等各種領(lǐng)域, 在電子行業(yè)有很高的聲譽(yù)。(zszyss.com/)

Original version: The product of company’s operation is used in the various fields such as communication equipment, electric home appliances, instrument appearance, digital product profession, electronictoy as well as industrial automatic equipment extensively, we have very high reputation on electronic profession.

Revised version: The products we deal in are widely used in such areas as communication, household electrical appliances, instruments and meters, digital products, electric toys and industrial automatic equipment. Our company enjoys a high reputation in the line of electronic.

4.2.3 Incorrect word translation

Example [15]: 本公司近年致力弘揚(yáng)、推廣中華優(yōu)秀傳統(tǒng)文化和與之相結(jié)合的高新科技。2002年起被中央有關(guān)部門(mén)指定為外交部國(guó)禮系列圖書(shū)國(guó)內(nèi)外主要發(fā)行單位之一。(zylp.com/)

Original version: This company recent years devoted to bring honor to , to promote the China outstanding traditional culture and high speed science which unified with it. In 2002 is assigned by the central department concerned one of for country cash as a present book domestic and foreign main release units .

Revised version: We have been carrying forward and popularizing traditional Chinese culture combined with newly developed high-tech. In 2002, our company was appointed to be one of the authorized publishers of series of golden books as official gifts for the Ministry of Foreign Affairs.

Example [16]: 百果園占地面積20 畝,花園式布局,生產(chǎn)車(chē)間4800m²,設(shè)有原料、粗加工、成品、包裝、冷藏、鍋爐等生產(chǎn)車(chē)間。(baiguoyuan.com.cn/)

Original version: Baiguoyuan is like a garden it cone ns an area of zomu, with 3400 sguan meters work shop, including material storage workshop , naw processing workshop, finshed produet workshop, packing workshop, cold stonage workshop and boilen workshop.

Revised version: Baiguoyuan, a well laid out garden-like enterprise, covers an area of 20 mu, and owns a production department of 4800 square meters including workshops handling materials, rough processing, finished goods, packing, refrigerating and a boiler room.

4.2.4 Illogical arrangement

Illogical arrangement is primarily coordinated at the incorrectly translation of an individual expression or sentence's elements which cause incoherent and misunderstanding.

Example [17]:(本單位)成立于1988年,是經(jīng)國(guó)家建設(shè)部批準(zhǔn),專(zhuān)業(yè)從事地基與基礎(chǔ)工程施工的壹級(jí)企業(yè)。(richelevator.com/hz/)

Original version:We are the stair enterp rise professioned on construction of groundwork and base engineering approved by national construction department founded in 1988.

Revised version: Our company, with the approval of Ministry of Construction, was established in 1988 and we are now a first grade enterprise specializing in the construction of groundwork and foundational engineering.

Example [18]: 公司非常重視對(duì)員工隊(duì)伍素質(zhì)的培訓(xùn)工作,專(zhuān)門(mén)成立了人力資源部,對(duì)員工進(jìn)行操作技術(shù)、專(zhuān)業(yè)技能、安全生產(chǎn)、市場(chǎng)意識(shí)、產(chǎn)品質(zhì)量等方面的培訓(xùn)。(chinacgic.com/)

Original version: The company emphasize on training for the staff, specialize to establish HR department, train manipulating technique, specialty skill, safe producing, market apperceiving, product quality and the other side training.

Revised version:We put emphasis on training our working staff and specially set up a human resources department for the purpose of guiding our staff members to master new operating techniques, professional skills, safety in production, marketing strategies and quality control.

4.3 Cultural translation errors 

When preparing an English version of the corporate profile, the Chinese companies tend to translate literally the existing Chinese language, regardless of the fact that different addressees require an adjustment of the relationship between the explicit and implicit information in the target text and that the target cultural conventions should be given priority.

Example[19]: 公司于2000年順利通過(guò)ISO9001: 2000版國(guó)際質(zhì)量體系認(rèn)證，形成了一套完整的質(zhì)量保障體系，2002年11月被中國(guó)輕工業(yè)質(zhì)量認(rèn)證中心授予 “環(huán)保陶瓷”稱(chēng)號(hào)。(.cn/)

Original version：the company passed ISO9001:2000 International Quality System Certification in 2000, and has established a complete quality assurance system. It was awarded as “Environmental friendly ceramics”.

  In this short paragraph, the company exhibits four honorary titles: ISO9001:2000版國(guó)際質(zhì)量體系認(rèn)證，“環(huán)保陶瓷” without further explaining what the awards are about, what requirements should be met to win each and how this company is qualified to receive the glories. For people who are familiar with the awarding system, this information is able to serve as a strong support for the qualification of company. However, the westerners are probably not so moved by these titles. Questions may haunt the readers, such as “what is the evaluation standard of the award?” “how often is the award granted?” “how many enterprises can get award in each season?” in other words, only when the information becomes convincing enough can the foreigners acknowledge the qualification of the company.

5．Conclusion

It should have been a progress for the development of the Chinese enterprises since the bilingual corporate websites open a new channel for them to present themselves to the world; however, in the analysis of the translated company introductions, the author observes quite a number of errors and problems prevailing the target text, which can hardly help achieve the function of the source text, only to ruin the image of the company. After all, a company with a poor English introduction can hardly convince the potential customers of the top-quality claim of the product and service therein. Delving into the translated corporate profiles, the author finds out that as far as the translation of the Chinese corporate profiles is concerned, Chinese companies still have a long way to go.

In this light, the paper analyses the language, cultural-specific terms and discourse of the translated corporate website translation, locates common errors and proposes some methods for better communication with the international audience.

However, as nearly all the cooperate profiles are translated literally in the process, even if the linguistic and cultural errors are corrected the target texts still appear awkward in the whole text and fail to become fluent English. In other words, any corrections made in the English sentences do not solve the problem and cannot ensure a functionally satisfactory reaction from the audience.

Guo Jianzhong says the translation of pragmatic texts is an art of re-expression based on writing techniques. It holds true to the company introduction, which is tattooed to translate according to the source text’s diction and structure. What the translators need to do is to adapt to or rewrite the source text before translating. Though the English may be not literally correspondent with the original source text, the meaning of the content and stylistic features retain. As a result, the communication carries out successfully and the function is fulfilled.

 

Acknowledgements

My initial thanks go to my supervisor Yang Xue, who patiently supervised my dissertation and was at times very willing to offer me illuminating advice or suggestions. Without her help, I could not have finished this dissertation.

I am also indebted to other teachers and my classmates who have not only offered me their warm encouragements but also shared with me their ideas and books. They are Zhang Lan, Zhu Ming, Wu Xiaoyun, and many others.

My greatest personal debt is to my parents, who have cultivated a soul of sensitivity, hospitality, and honesty out of me, and offered a harbor of happiness and sweetness for me.

The remaining weakness and possible errors of the dissertation are entirely my own.

 

References

[1] 熊艾莎. 義烏網(wǎng)站英譯常見(jiàn)錯(cuò)誤及其對(duì)策分析 [D]. 義烏工商學(xué)院外語(yǔ)系研究生論文, 2006(1).

[2] 何森梅. 從目的論中看中文企業(yè)網(wǎng)站的英譯策略 [J].黎明職業(yè)大學(xué)學(xué)報(bào), 2008(1).

[3] 韓孟其. 與目的論相悖的企業(yè)網(wǎng)頁(yè)翻譯 [J].中國(guó)航空工業(yè)管理學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版), 2008(109).

[4] Nord, C. Translating as a Purposeful activity [M]. Shanghai: Shanghai Foreign Language Education Press, 2001.

[5] 梁丁強(qiáng). 目的論與企業(yè)簡(jiǎn)介的翻譯原則及策略－以中國(guó)企業(yè)的英文簡(jiǎn)介為例 [D]. 揚(yáng)州大學(xué)英語(yǔ)系研究生論文, 2008.

. Leiden: Brill,1964.

. Retrieved Nov 16, 2007.

[8] Vermeer, H. J. Skopos and Commission in Translational Action [M]. New York: Gardner Press 2000: 221-232.

[9] Nord, C. Translating as a Purposeful Activity [M]. Shanghai: Shanghai Foreign Language Education Press, 2001.

. Shanghai: Shanghai Foreign Language Education Press, 2001.

. New York: Gardner Press,1976.

[12] 張麗玲. 從目的論討論中英廣告翻譯中的差異 [D]. 暨南大學(xué)碩士學(xué)位論文 2007.

[13] 王娜. 從功能翻譯理論看中國(guó)企業(yè)簡(jiǎn)介的翻譯 [D]. 首都師范大學(xué)碩士學(xué)位論文 2006.

. London: John Murray,1871.

[15] Toury,G. Descriptive Translation Studies and Beyond [M]. Shnahgai:Shnahgai  Foreign Language  Education Press,2001.

[16] Gentzler, E. Contemporary Translation Theories [M]. Shanghai:Shanghai Foreign Language Education Press, 2004.

[17] Mary, Snell-Hornby. Translation Studies: An Integrated Approach [M]. Shanghai: Shanghai Foreign Language Press, 2004.

[18] 譚載喜. 新編奈達(dá)論翻譯 [M]. 北京：中國(guó)對(duì)外翻譯出版公司,1999.

[19] 崔勝湘. 根據(jù)目的進(jìn)行翻譯 [D]. 國(guó)防科學(xué)技術(shù)大學(xué) 碩士學(xué)位論文, 2004.

 

誠(chéng) 信 承 諾

我謹(jǐn)在此承諾：本人所寫(xiě)的畢業(yè)論文《外貿(mào)公司網(wǎng)站英譯研究之目的論視角》均系本人獨(dú)立完成，沒(méi)有抄襲行為，凡涉及其他作者的觀點(diǎn)和材料，均作了注釋?zhuān)粲胁粚?shí)，后果由本人承擔(dān)。

 

篇3

［關(guān)鍵詞］應(yīng)用型本科;畢業(yè)論文改革;課程設(shè)置;撰寫(xiě)形式

［中圖分類(lèi)號(hào)］H193．6［文獻(xiàn)標(biāo)識(shí)碼］A［文章編號(hào)］1672－8610(2016)01－0132－03

本科畢業(yè)論文是實(shí)現(xiàn)本科培養(yǎng)目標(biāo)要求的重要教學(xué)環(huán)節(jié)，也是檢驗(yàn)學(xué)生綜合素質(zhì)與實(shí)踐能力培養(yǎng)效果的手段，還是評(píng)價(jià)學(xué)校教育質(zhì)量和辦學(xué)水平的重要標(biāo)尺。獨(dú)立學(xué)院作為我國(guó)高等學(xué)校本科辦學(xué)模式的新生力量，主要以培養(yǎng)素質(zhì)高、能力強(qiáng)、會(huì)創(chuàng)新、能創(chuàng)業(yè)的高級(jí)應(yīng)用型人才為目標(biāo)。畢業(yè)論文反映獨(dú)立學(xué)院內(nèi)涵建設(shè)的水平，關(guān)系學(xué)校的辦學(xué)聲譽(yù)和可持續(xù)發(fā)展。

一、問(wèn)題的提出與研究現(xiàn)狀

目前，我國(guó)高校大部分獨(dú)立學(xué)院都以“應(yīng)用型”作為人才培養(yǎng)主要目標(biāo)之一，課程設(shè)置方面也在一定程度上做出了與母體學(xué)校相區(qū)別的設(shè)置，但在畢業(yè)論文這一環(huán)節(jié)卻多半沒(méi)有明顯的區(qū)分度，尤其是文科語(yǔ)言類(lèi)的專(zhuān)業(yè)，依然以撰寫(xiě)學(xué)術(shù)論文的形式存在。學(xué)習(xí)過(guò)程中側(cè)重實(shí)踐與應(yīng)用，但在畢業(yè)論文環(huán)節(jié)又繞回到了重理論與學(xué)術(shù)研究的狀態(tài)，此種矛盾不僅困擾了眾多的學(xué)生，也令許多論文指導(dǎo)老師一籌莫展。學(xué)生在撰寫(xiě)畢業(yè)論文的過(guò)程中困難重重，較常見(jiàn)的問(wèn)題有:科研經(jīng)驗(yàn)不足、科研興趣偏低、選題困難、難以創(chuàng)新等。論文指導(dǎo)老師抱怨較多的方面則是:學(xué)生邏輯論證能力差、閱讀量太少、科研語(yǔ)言表達(dá)能力欠缺、學(xué)術(shù)論文格式規(guī)范度不高、畏難情緒嚴(yán)重、主動(dòng)性不夠等。從師生兩方面反映的困難不難看出，諸多問(wèn)題的存在與課程設(shè)置、學(xué)習(xí)過(guò)程中缺乏與撰寫(xiě)學(xué)術(shù)論文相應(yīng)的支撐有密切關(guān)系。也可以理解為:畢業(yè)論文的撰寫(xiě)形式與培養(yǎng)過(guò)程中重實(shí)踐與應(yīng)用的模式不匹配。為此，相繼有學(xué)者對(duì)獨(dú)立學(xué)院的本科畢業(yè)論文改革展開(kāi)研究。在知網(wǎng)的搜索顯示，關(guān)于本科畢業(yè)論文改革的文章，以“獨(dú)立學(xué)院畢業(yè)論文”為關(guān)鍵詞的論文有22篇，時(shí)間段集中在2008年至2014年，平均每年為3．6篇。而以“獨(dú)立學(xué)院英語(yǔ)專(zhuān)業(yè)畢業(yè)論文”為關(guān)鍵詞的有關(guān)論文為3篇，研究角度集中在寫(xiě)作過(guò)程調(diào)查、問(wèn)題與對(duì)策等方面。有青年學(xué)者提出以配音講解作品替代學(xué)術(shù)論文的做法。［1］147－150也有學(xué)者認(rèn)為畢業(yè)論文要與社會(huì)接軌。［2］123甚至還有學(xué)者對(duì)畢業(yè)論文與實(shí)習(xí)和就業(yè)一體化模式進(jìn)行了探討，主張畢業(yè)論文的選題與學(xué)生實(shí)習(xí)、就業(yè)緊密相關(guān)外，還提出學(xué)生可用外語(yǔ)類(lèi)職業(yè)資格證書(shū)、國(guó)家級(jí)競(jìng)賽獲獎(jiǎng)證書(shū)等方式申請(qǐng)免撰寫(xiě)畢業(yè)論文。［3］99－102與此相對(duì)應(yīng)的，公立院校針對(duì)本科畢業(yè)論文改革進(jìn)行研究的論文則高達(dá)上萬(wàn)篇，時(shí)間也要久遠(yuǎn)得多，有專(zhuān)門(mén)針對(duì)理工科專(zhuān)業(yè)的，如《電子信息專(zhuān)業(yè)本科畢業(yè)論文改革實(shí)踐》［4］84－87，也有專(zhuān)門(mén)針對(duì)文科專(zhuān)業(yè)的，如《畢業(yè)論文改革:高校新聞本科教育改革的切入點(diǎn)》。［5］110－112姑且不論獨(dú)立學(xué)院是20世紀(jì)80年代的新生事物，但相關(guān)研究論文絕對(duì)量較少，是否就意味著獨(dú)立學(xué)院畢業(yè)論文改革的重要性偏低，必要性不具備呢?答案是否定的。課題小組以南國(guó)商學(xué)院英語(yǔ)類(lèi)本科專(zhuān)業(yè)2013屆、2014屆和2015屆連續(xù)三屆畢業(yè)生為研究對(duì)象開(kāi)展的重點(diǎn)校級(jí)課題中所采集的有關(guān)數(shù)據(jù)顯示:應(yīng)用型本科學(xué)生的畢業(yè)論文改革勢(shì)在必行。

二、項(xiàng)目研究設(shè)計(jì)

本課題的目的在于結(jié)合學(xué)校英語(yǔ)類(lèi)本科專(zhuān)業(yè)畢業(yè)論文的現(xiàn)實(shí)情況，提出改革的方案，進(jìn)行改革實(shí)踐，推動(dòng)獨(dú)立學(xué)院本科畢業(yè)論文科學(xué)發(fā)展。據(jù)此，特?cái)M定了如下研究?jī)?nèi)容:一是審視學(xué)校的人才培養(yǎng)模式和培養(yǎng)目標(biāo)，究其是否與經(jīng)濟(jì)社會(huì)的發(fā)展需求相吻合;二是考察本專(zhuān)業(yè)的人才培養(yǎng)方案，看其中的課程設(shè)置是否與學(xué)生必須具備的知識(shí)結(jié)構(gòu)和能力結(jié)構(gòu)相沖突。三是采取試驗(yàn)實(shí)踐的方法，了解學(xué)生對(duì)其他形式的畢業(yè)設(shè)計(jì)是否感興趣，具體做法包括:引導(dǎo)學(xué)生在大學(xué)期間積極寫(xiě)作，爭(zhēng)取在省級(jí)及以上刊物公開(kāi);鼓勵(lì)翻譯專(zhuān)業(yè)的學(xué)生從事翻譯實(shí)踐并撰寫(xiě)翻譯體會(huì);提倡商務(wù)英語(yǔ)專(zhuān)業(yè)的學(xué)生開(kāi)展市場(chǎng)調(diào)查并撰寫(xiě)調(diào)研報(bào)告;幫助英語(yǔ)專(zhuān)業(yè)的學(xué)生從事跨文化比較研究。

三、項(xiàng)目研究過(guò)程與研究結(jié)果

本課題研究的過(guò)程是通過(guò)審視學(xué)校人才培養(yǎng)方案和培養(yǎng)目標(biāo)、考察專(zhuān)業(yè)人才培養(yǎng)方案和開(kāi)展為期三年的試驗(yàn)實(shí)踐的方式進(jìn)行，最終通過(guò)分析試驗(yàn)和調(diào)查問(wèn)卷數(shù)據(jù)，得出研究的結(jié)果。

(一)研究過(guò)程

1．審視學(xué)校人才培養(yǎng)方案和培養(yǎng)目標(biāo)。審視學(xué)校的人才培養(yǎng)模式和培養(yǎng)目標(biāo)，究其是否與經(jīng)濟(jì)社會(huì)的發(fā)展需求相吻合。學(xué)校以“通基礎(chǔ)、精專(zhuān)業(yè)、強(qiáng)外語(yǔ)、重實(shí)踐”為人才培養(yǎng)模式，致力于培養(yǎng)“應(yīng)用型、復(fù)合型、外向型”人才?？梢?jiàn)，在培養(yǎng)模式和培養(yǎng)目標(biāo)方面總體上符合地區(qū)經(jīng)濟(jì)社會(huì)發(fā)展對(duì)獨(dú)立學(xué)院人才培養(yǎng)的期望。2．考察專(zhuān)業(yè)人才培養(yǎng)方案?？疾毂緦?zhuān)業(yè)的人才培養(yǎng)方案，看其中的課程設(shè)置是否與學(xué)生必須具備的知識(shí)結(jié)構(gòu)和能力結(jié)構(gòu)相沖突。2013屆的英語(yǔ)專(zhuān)業(yè)人才培養(yǎng)方案中，在三年級(jí)之前閱讀和寫(xiě)作課程分別開(kāi)設(shè)了兩個(gè)學(xué)期，之后再無(wú)寫(xiě)作課程。也就是課程設(shè)置中并無(wú)有關(guān)學(xué)術(shù)論文寫(xiě)作的課程，但學(xué)生畢業(yè)之時(shí)要求撰寫(xiě)畢業(yè)論文。2014屆和2015屆的人才培養(yǎng)方案中，閱讀和寫(xiě)作課程依然在低年級(jí)各開(kāi)設(shè)了兩個(gè)學(xué)期，但在三年級(jí)第二學(xué)期均開(kāi)設(shè)了文獻(xiàn)檢索與論文寫(xiě)作課程。這意味著學(xué)生剛開(kāi)始學(xué)習(xí)如何撰寫(xiě)學(xué)術(shù)論文就要開(kāi)始撰寫(xiě)畢業(yè)論文了。此外，學(xué)校本科畢業(yè)論文(設(shè)計(jì))工作管理辦法中明確規(guī)定了論文指導(dǎo)老師的職責(zé)和畢業(yè)論文的格式等主要內(nèi)容，可以理解為撰寫(xiě)學(xué)術(shù)論文是完成畢業(yè)論文的唯一形式。顯然，專(zhuān)業(yè)人才培養(yǎng)方案中的課程設(shè)置與畢業(yè)檢測(cè)形式不匹配，與應(yīng)用型人才的培養(yǎng)目標(biāo)不一致。3．開(kāi)展畢業(yè)論文改革實(shí)踐。針對(duì)人才培養(yǎng)方案的不足，在畢業(yè)論文論文撰寫(xiě)階段采取試驗(yàn)實(shí)踐的方法，幫助學(xué)生開(kāi)展不同形式的論文撰寫(xiě)，突出實(shí)踐性和應(yīng)用性。一是引導(dǎo)學(xué)生在大學(xué)期間積極寫(xiě)作，爭(zhēng)取在省級(jí)及以上刊物公開(kāi)。凡是在本學(xué)科省級(jí)(含以上)刊物發(fā)表文章、譯文的，且文章字?jǐn)?shù)與畢業(yè)論文字?jǐn)?shù)相當(dāng)(約5000字)，無(wú)論文章使用的語(yǔ)言是中文還是英文，只要在答辯前出刊，均可直接參與全英文答辯。選擇公開(kāi)的同學(xué)在開(kāi)題時(shí)填寫(xiě)《本科畢業(yè)設(shè)計(jì)計(jì)劃書(shū)》，內(nèi)容要素與畢業(yè)論文開(kāi)題報(bào)告書(shū)有較大不同，內(nèi)容有“擬撰寫(xiě)字?jǐn)?shù)”、“論文內(nèi)容概要”、“擬發(fā)表刊物等級(jí)”和“進(jìn)程安排”等方面。計(jì)劃書(shū)通過(guò)后，在論文指導(dǎo)老師的引導(dǎo)下，完成論文的撰寫(xiě)與發(fā)表，最后經(jīng)學(xué)院學(xué)術(shù)委員會(huì)審定能達(dá)到畢業(yè)論文要求的，允許參與答辯。二是鼓勵(lì)翻譯專(zhuān)業(yè)的學(xué)生從事翻譯實(shí)踐并撰寫(xiě)翻譯體會(huì)。翻譯專(zhuān)業(yè)的人才培養(yǎng)目標(biāo)是培養(yǎng)能熟練使用翻譯工具，能夠勝任不同文體文本的筆譯、口譯工作的應(yīng)用型高級(jí)專(zhuān)門(mén)人才。由此可見(jiàn)，翻譯是畢業(yè)生必備的技能，鼓勵(lì)學(xué)生從事翻譯實(shí)踐無(wú)疑具有很強(qiáng)的職業(yè)預(yù)備性。翻譯資料的方式可以是中譯英，也可以是英譯中，原始翻譯資料的總字?jǐn)?shù)需達(dá)到3000字以上。譯文被公司采納的學(xué)生，需結(jié)合翻譯實(shí)踐撰寫(xiě)2000字左右的全英文論述文章，經(jīng)論文指導(dǎo)老師審定合格后，可以憑借書(shū)面的采納證明申請(qǐng)參與全英文答辯，答辯時(shí)還需提供翻譯原件和譯稿。選擇從事翻譯實(shí)踐的同學(xué)在開(kāi)題時(shí)填寫(xiě)《本科畢業(yè)設(shè)計(jì)計(jì)劃書(shū)》，計(jì)劃書(shū)的內(nèi)容要素有翻譯類(lèi)型選擇“英譯中/中譯英”、翻譯字?jǐn)?shù)選擇“1500字漢譯英+1500字英譯漢/3000字漢譯英/3000字英譯漢”、“擬翻譯的內(nèi)容概要”和“翻譯公司的相關(guān)信息”(需提供相關(guān)證明材料)。三是提倡商務(wù)英語(yǔ)專(zhuān)業(yè)的學(xué)生開(kāi)展市場(chǎng)調(diào)查并撰寫(xiě)調(diào)研報(bào)告。商務(wù)英語(yǔ)專(zhuān)業(yè)的人才培養(yǎng)目標(biāo)是培養(yǎng)能在國(guó)際環(huán)境中熟練使用英語(yǔ)從事經(jīng)貿(mào)、管理、金融等領(lǐng)域商務(wù)工作的應(yīng)用型高級(jí)專(zhuān)門(mén)人才。而近年來(lái)對(duì)畢業(yè)生就業(yè)開(kāi)展的跟蹤調(diào)查表明:有相當(dāng)一部分畢業(yè)生會(huì)從事與市場(chǎng)有關(guān)的工作。因此本項(xiàng)目提倡學(xué)生結(jié)合專(zhuān)業(yè)實(shí)習(xí)撰寫(xiě)有關(guān)的調(diào)研文章或論述文章，且字?jǐn)?shù)、文章質(zhì)量與畢業(yè)論文相當(dāng)時(shí)，經(jīng)審定能達(dá)到畢業(yè)論文要求的，視為完成畢業(yè)論文，最后參與全英文答辯。在此過(guò)程中，選擇撰寫(xiě)調(diào)研報(bào)告的同學(xué)在開(kāi)題時(shí)填寫(xiě)《本科畢業(yè)論文(設(shè)計(jì))開(kāi)題報(bào)告》，與撰寫(xiě)普通學(xué)術(shù)論文相同，但要求學(xué)生通過(guò)制定調(diào)查問(wèn)卷，收集下翔實(shí)的數(shù)據(jù)，文中就調(diào)查問(wèn)卷所取得的數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，得出相關(guān)結(jié)論，且調(diào)查問(wèn)卷需附在正文之后，供答辯小組成員參考。四是幫助英語(yǔ)專(zhuān)業(yè)的學(xué)生從事跨文化比較研究。根據(jù)人才培養(yǎng)方案的要求，英語(yǔ)專(zhuān)業(yè)的學(xué)生需具有較強(qiáng)的英語(yǔ)語(yǔ)言運(yùn)用能力和跨文化交際能力，因此，通過(guò)適度的問(wèn)卷調(diào)查從事跨文化比較研究也是比較貼近實(shí)際、提升學(xué)生語(yǔ)言運(yùn)用能力的手段之一。對(duì)三屆畢業(yè)生的選題進(jìn)行分析發(fā)現(xiàn)，在導(dǎo)師的指導(dǎo)下，大量學(xué)生從事跨文化比較研究，類(lèi)似的選題如:《英漢廣告幽默文化對(duì)比》《中美災(zāi)難文化價(jià)值觀異同》《中美商務(wù)談判文化風(fēng)格差異對(duì)比》和《中美企業(yè)文化差異對(duì)比》等。事實(shí)上，這些選題被學(xué)生認(rèn)為易于撰寫(xiě)，并且完成得較好。五是告知學(xué)生還可用反映本科畢業(yè)研究水平的其他形式替代畢業(yè)論文的撰寫(xiě)。其他與專(zhuān)業(yè)相關(guān)的創(chuàng)新設(shè)計(jì)，字?jǐn)?shù)、質(zhì)量與畢業(yè)論文相當(dāng)，經(jīng)審定達(dá)到畢業(yè)論文要求的形式均可由學(xué)生開(kāi)展。如與在省級(jí)(含以上)刊物公開(kāi)相當(dāng)?shù)挠兄鞒只蛘邊⑴c省級(jí)大學(xué)生創(chuàng)新項(xiàng)目;與參與翻譯實(shí)踐相當(dāng)?shù)挠袇⒓邮〖?jí)(含以上)口、筆譯大賽并獲獎(jiǎng);通過(guò)國(guó)家級(jí)職業(yè)資格證書(shū)考試等等。視具體情況，由學(xué)生提出申請(qǐng)，學(xué)院學(xué)術(shù)委員會(huì)討論通過(guò)，經(jīng)審定合格的，均可視為達(dá)到畢業(yè)論文的水平。

(二)研究結(jié)果

1．改革實(shí)踐數(shù)據(jù)統(tǒng)計(jì)。2013級(jí)305名畢業(yè)生中，有4人參與了翻譯實(shí)踐，占畢業(yè)人數(shù)的1．3%。2014屆200名畢業(yè)生中，共有42人參與畢業(yè)論文改革實(shí)踐。其中7人在公開(kāi)刊物，占畢業(yè)人數(shù)的3．5%;35人從事翻譯實(shí)踐，占畢業(yè)人數(shù)的17．5%。參與畢業(yè)論文改革實(shí)踐的學(xué)生總體比例為21%。2015屆290名畢業(yè)生中，共有66人參與畢業(yè)論文改革實(shí)踐，其中2人在公開(kāi)刊物上發(fā)表文章，占畢業(yè)人數(shù)的0．6%，51人從事翻譯實(shí)踐，占畢業(yè)人數(shù)的17．6%，15人進(jìn)行調(diào)查研究，占畢業(yè)人數(shù)的5%，參與畢業(yè)論文改革實(shí)踐的學(xué)生總體比例為23．3%。三年的數(shù)據(jù)表明，參與畢業(yè)論文改革實(shí)踐的學(xué)生絕對(duì)人數(shù)及比例呈逐年上升趨勢(shì)。2．問(wèn)卷調(diào)查數(shù)據(jù)分析。由于2015屆為學(xué)院迄今為止畢業(yè)生人數(shù)較多、參與畢業(yè)論文改革人數(shù)最多的年級(jí)，故選擇作為本次問(wèn)卷調(diào)查的對(duì)象。問(wèn)卷以不定項(xiàng)選擇題和開(kāi)放式問(wèn)答題的形式，就“獨(dú)立學(xué)院的大學(xué)生有無(wú)必要完成畢業(yè)論文?”，“畢業(yè)論文撰寫(xiě)方面遇到何種問(wèn)題?”，以及“最希望以何種形式完成畢業(yè)論文?”等十項(xiàng)內(nèi)容進(jìn)行調(diào)查。經(jīng)過(guò)對(duì)調(diào)查問(wèn)卷收集的數(shù)據(jù)進(jìn)行分析發(fā)現(xiàn):學(xué)生普遍承認(rèn)完成畢業(yè)論文是必要的、的確有利于綜合素質(zhì)的培養(yǎng)、也有利于科研能力的提升，并且對(duì)于英語(yǔ)表達(dá)能力的培養(yǎng)也有明顯幫助;但資料貧乏、科研經(jīng)驗(yàn)不足、語(yǔ)言表達(dá)跟不上和難以創(chuàng)新凸顯了教學(xué)與檢測(cè)的不對(duì)接。絕大部分學(xué)生認(rèn)為現(xiàn)有的畢業(yè)論文形式的確需要進(jìn)行改革，要實(shí)現(xiàn)教學(xué)內(nèi)容與畢業(yè)檢測(cè)的全面對(duì)接;有學(xué)生認(rèn)為實(shí)踐能力遠(yuǎn)比科研能力重要，學(xué)校需要對(duì)所開(kāi)的專(zhuān)業(yè)課程進(jìn)行相應(yīng)改變以對(duì)接畢業(yè)論文改革。且不論學(xué)生看問(wèn)題有無(wú)偏頗，從對(duì)人才培養(yǎng)方案的考察來(lái)看，學(xué)生要求教學(xué)內(nèi)容與畢業(yè)檢測(cè)對(duì)接的要求無(wú)疑是正確的。3．有待解決的問(wèn)題。研究中反饋的問(wèn)題包括三個(gè)方面:第一，在省級(jí)(含以上)刊物公開(kāi)的學(xué)生均是使用中文撰寫(xiě)，雖然答辯時(shí)使用的是英文，但并不能完全說(shuō)明其使用英文撰寫(xiě)畢業(yè)論文的能力也達(dá)到了相應(yīng)的水平。是否要求學(xué)生在省級(jí)(含以上)刊物發(fā)表全英文的文章還有待進(jìn)一步商榷。第二，根據(jù)論文指導(dǎo)老師的反饋，從事翻譯實(shí)踐的同學(xué)所翻譯的譯文初稿水平并不能達(dá)到相應(yīng)要求，都需要指導(dǎo)老師的大力修改方能達(dá)到公司期望的水準(zhǔn)。雖說(shuō)在反復(fù)修改的過(guò)程中，學(xué)生的翻譯能力也會(huì)因此而提高，但指導(dǎo)老師認(rèn)為譯稿的最終水平并非學(xué)生真實(shí)翻譯能力的體現(xiàn)。如果委托公司借此聘用學(xué)生擔(dān)任正式的翻譯，日后在無(wú)教師指導(dǎo)下的翻譯水平能否保證還有待考證。第三，暫時(shí)還未對(duì)反映本科畢業(yè)研究水平的其他形式進(jìn)行實(shí)踐研究，也沒(méi)有學(xué)生提出相關(guān)置換申請(qǐng)。課題組成員認(rèn)為，畢業(yè)檢測(cè)的形式應(yīng)該沒(méi)有窮盡。從研究的結(jié)果中發(fā)現(xiàn)，對(duì)于以“應(yīng)用型”作為人才培養(yǎng)主要目標(biāo)之一的獨(dú)立學(xué)院的英語(yǔ)類(lèi)專(zhuān)業(yè)學(xué)生而言，雖然更看重自身實(shí)踐能力的培養(yǎng)，但恰當(dāng)?shù)目蒲袑?duì)于提高其綜合的語(yǔ)言能力和研究能力有著不可或缺的作用。有關(guān)教學(xué)與檢測(cè)對(duì)接問(wèn)題的探索，不僅需要在課程設(shè)置方面開(kāi)展研究，也需要在畢業(yè)論文的撰寫(xiě)形式方面積極改革，更需要對(duì)不同形式的畢業(yè)檢測(cè)進(jìn)行利弊分析，力爭(zhēng)使教學(xué)過(guò)程與教學(xué)檢測(cè)相一致，理論學(xué)習(xí)與實(shí)踐應(yīng)用相一致，在校學(xué)習(xí)與求職就業(yè)相一致，最終實(shí)現(xiàn)畢業(yè)論文撰寫(xiě)形式多樣化、方式合理化、效果顯著化的目標(biāo)，提高獨(dú)立學(xué)院的本科人才培養(yǎng)質(zhì)量。

【參考文獻(xiàn)】

［1］郭慶，黃運(yùn)婷．英語(yǔ)專(zhuān)業(yè)本科畢業(yè)論文改革的研究與實(shí)踐［J］．太原師范學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版)，2013(3)．

［2］奚道同，等．民辦高校畢業(yè)論文(設(shè)計(jì))改革方向研究［J］．山西財(cái)經(jīng)大學(xué)學(xué)報(bào)，2013，35(1)．

［3］王淼．獨(dú)立學(xué)院英語(yǔ)專(zhuān)業(yè)本科畢業(yè)論文、實(shí)習(xí)、就業(yè)一體化模式探索［J］．海外英語(yǔ)，2014(6)．

［4］成強(qiáng)，張奇惠．電子信息專(zhuān)業(yè)本科畢業(yè)論文改革實(shí)踐［J］．紹興文理學(xué)院學(xué)報(bào)，2010，30(7)．

篇4

一、畢業(yè)論文撰寫(xiě)的要求

1　畢業(yè)論文要求科學(xué)性

無(wú)論是自然科學(xué)還是社會(huì)規(guī)律，必須根據(jù)科學(xué)研究這個(gè)總的任務(wù)，對(duì)研究的對(duì)象進(jìn)行探討，揭示規(guī)律。是科學(xué)的，經(jīng)得起推敲的，獨(dú)到見(jiàn)解也是建立在科學(xué)的基礎(chǔ)上的。必須從客觀實(shí)際出發(fā)，從中引出符合實(shí)際的結(jié)論，不得帶有個(gè)人的好惡和偏見(jiàn)。在論據(jù)上作者必須經(jīng)過(guò)周密的觀察、實(shí)驗(yàn)或者閱讀、思考。

2　畢業(yè)論文要求創(chuàng)見(jiàn)性

科學(xué)研究的任務(wù)是對(duì)新的知識(shí)的探求，在綜合別人研究的成果的基礎(chǔ)上去發(fā)現(xiàn)別人沒(méi)有發(fā)現(xiàn)過(guò)或者沒(méi)有涉及過(guò)的問(wèn)題?？茖W(xué)研究的任務(wù)本身就決定了它必須去探索規(guī)律，必須實(shí)事求是?？茖W(xué)研究本身又蘊(yùn)涵了創(chuàng)見(jiàn)性，就是在綜合別人研究成果的基礎(chǔ)上去發(fā)現(xiàn)別人沒(méi)有發(fā)現(xiàn)過(guò)或者沒(méi)有涉及過(guò)的問(wèn)題。要有獨(dú)到的見(jiàn)解，要發(fā)現(xiàn)一個(gè)新的創(chuàng)見(jiàn)。

3　畢業(yè)論文要求專(zhuān)業(yè)性

我們不同專(zhuān)業(yè)領(lǐng)域里的畢業(yè)生可以根據(jù)自己平時(shí)的積累和愛(ài)好選擇題目，基本上都是在自己的專(zhuān)業(yè)領(lǐng)域內(nèi)。不要離開(kāi)自己的專(zhuān)業(yè)去寫(xiě)別的跨專(zhuān)業(yè)的。

4　畢業(yè)論文要求通俗性

盡管我們要求論文的專(zhuān)業(yè)性，但語(yǔ)言要求通俗，這樣便于傳播和交流。

二、畢業(yè)論文的選題原則

1　要選擇有科學(xué)價(jià)值的問(wèn)題，要選擇亟待解決的課題，減少選題的盲目性。

2　利用靈感來(lái)選題

看別人的評(píng)論過(guò)程中打開(kāi)自己的思路，進(jìn)行選題。在你看書(shū)、觀察或思考的過(guò)程中，你會(huì)發(fā)現(xiàn)這個(gè)角度我可以深入下去?？紤]選題的大小、難易度和利用自己的靈感思維來(lái)選題。

三、畢業(yè)論文的寫(xiě)作

1　圍繞著論題去占有和選擇材料。

首先要進(jìn)行寫(xiě)作前的準(zhǔn)備工作。先要圍繞著論題去占有和選擇材料。也就是說(shuō)，當(dāng)你的論題已經(jīng)確定以后，圍繞著立論去占有材料，多多益善的去看。積累材料，再有論點(diǎn)。要對(duì)研究對(duì)象的外延材料占有。在有材料的基礎(chǔ)上要選擇材料。材料多的情況下，你就選更好的材料。

2　選擇論文的類(lèi)型

畢業(yè)論文的類(lèi)型一是學(xué)術(shù)性論文，二是報(bào)告性論文。應(yīng)用性比較少的科目來(lái)說(shuō)比較容易做成學(xué)術(shù)型論文，應(yīng)用性比較強(qiáng)的學(xué)科，論文一般寫(xiě)成調(diào)查性的或總結(jié)性的報(bào)告型論文。論文類(lèi)型的選擇，主要是看論文的對(duì)象。如果是宏觀的，我們就用綜述性的描述：如果是微觀的，涉及到某一個(gè)具體作家作品或某一個(gè)問(wèn)題，我們就選擇論述性的。

3　要擬訂論文的寫(xiě)作提綱

如果沒(méi)有完整的寫(xiě)作提綱的話，邏輯思維就會(huì)出現(xiàn)偏差。把一個(gè)個(gè)提綱羅列出來(lái)，羅列出來(lái)以后看一下，總論點(diǎn)是什么，分論點(diǎn)是什么，圍繞著總論點(diǎn)有幾個(gè)分論點(diǎn)，分論點(diǎn)列出來(lái)了以后，一定要注意以綱帶目。提綱、材料等出來(lái)以后，就可以進(jìn)行論文寫(xiě)作了。

4　開(kāi)始寫(xiě)論文的時(shí)候，要注意標(biāo)題擬制

論文的標(biāo)題擬制，一般是兩個(gè)標(biāo)題。如果是一個(gè)標(biāo)題不太容易駕馭。一個(gè)標(biāo)題往往是比較宏觀一些。當(dāng)然也可以用正標(biāo)題來(lái)表示論題的觀點(diǎn)，副標(biāo)題表示研究的對(duì)象。題目擬制好了以后，論文還要注意要寫(xiě)摘要，把整個(gè)論文的主要內(nèi)容說(shuō)一下。在論文的扉頁(yè)上，先是題目，題目下面是摘要。論文提要主要交代清楚選題的背景、理由，論文的觀點(diǎn)和價(jià)值，簡(jiǎn)明扼要的揭示出來(lái)，便于讀者(主要是導(dǎo)師、評(píng)委、編輯等)即使不閱讀全文就可以獲得最重要的信息。一般宇數(shù)不超過(guò)全文的5％．在摘要下面要有關(guān)鍵詞。關(guān)鍵詞把論文的主要觀點(diǎn)用3到5個(gè)詞提取出來(lái)。

5　論文的格式

論文的規(guī)格：正文長(zhǎng)度800-2，000單詞。使用的語(yǔ)言：英語(yǔ)論文正文部分：

(1)題目大寫(xiě)，三號(hào)字，新時(shí)代羅馬宇，大寫(xiě)下面可寫(xiě)一個(gè)附標(biāo)題，4號(hào)字；

(2)作者名，5號(hào)字，班級(jí)，學(xué)號(hào)

(3)指導(dǎo)教師名，5號(hào)字，職稱(chēng)

(4)摘要：300字左右，5號(hào)字，英文一頁(yè)，中文一頁(yè)

(5)關(guān)鍵詞：不能用專(zhuān)有名詞，詞與詞之間空四格，不加標(biāo)點(diǎn)符號(hào)

(6)正文：用5號(hào)字，大部分標(biāo)題用5號(hào)字黑體、小部分、小小部分。大部分用羅馬字，小不分用一般數(shù)字符號(hào)。

(7)參考文獻(xiàn)(Bibliog raphy)：先英文，后中文，作者名，文章名，書(shū)刊名，出版社，地點(diǎn)，出版年月，

6　畢業(yè)論文質(zhì)量標(biāo)準(zhǔn)

(1)選題恰當(dāng)、與畢業(yè)生的知識(shí)水平與認(rèn)識(shí)能力相當(dāng)：

(2)內(nèi)容豐富、資料翔實(shí)、論證充分有力．

(3)敘述清楚、層次清晰而豐富，

(四)語(yǔ)言表達(dá)正確，無(wú)拼寫(xiě)錯(cuò)誤、語(yǔ)言錯(cuò)誤控制在20-25％

篇5

產(chǎn)生是如何查閱，要對(duì)幾個(gè)知名數(shù)據(jù)庫(kù)了如指掌，如中國(guó)知網(wǎng)、萬(wàn)方、維普等。另外國(guó)外的數(shù)據(jù)庫(kù)如Springer，非林格爾等，對(duì)于英文文獻(xiàn)也是很有幫助的。另外文獻(xiàn)的格式怎么寫(xiě)，也需要進(jìn)行了解，給大家推薦一個(gè)快速?gòu)?fù)制參考文獻(xiàn)格式的方法，即用百度學(xué)術(shù)。

一、關(guān)于閱讀文獻(xiàn)

通過(guò)看一些網(wǎng)上關(guān)于讀文獻(xiàn)的重要性和方法的文章我對(duì)這件事從態(tài)度上已經(jīng)有了一個(gè)比較深刻的認(rèn)識(shí)，但是從他口中說(shuō)出來(lái)在讓我在加深了以往認(rèn)識(shí)的同時(shí)又多了些設(shè)身處地的感覺(jué)。

1.文獻(xiàn)量要大，雖然我也知道，但是沒(méi)有實(shí)際的感覺(jué)，按照他的說(shuō)法就是要讀研究領(lǐng)域內(nèi)的幾乎全部文章，至少也有幾百篇。他舉H師兄的例子，他花了一年半的時(shí)間讀了上千篇文獻(xiàn)，使他對(duì)這個(gè)領(lǐng)域非常了解，因此他成為了一個(gè)優(yōu)秀的碩士，寫(xiě)文章非常厲害，現(xiàn)在是優(yōu)秀的教師?？梢哉f(shuō)讀文獻(xiàn)階段是非常辛苦和枯燥的，但又是無(wú)法跨越的，這里面恐怕蘊(yùn)含著量變導(dǎo)致質(zhì)變的原理了。>>推薦推薦《在畢業(yè)論文中導(dǎo)師的重要性》

2.對(duì)待文獻(xiàn)的態(tài)度，為什么我總覺(jué)得我想研究的問(wèn)題都有人研究過(guò)了?要想有所創(chuàng)新，在讀文獻(xiàn)的時(shí)候就一定要以批判的眼光去分析它的目的、方法、過(guò)程和結(jié)論，要時(shí)刻在想“是這樣么”或是“這樣對(duì)么”或是“能否用其他方法來(lái)解決”，所謂“不破不立”就是這個(gè)道理。盡信書(shū)不如無(wú)書(shū)，如果認(rèn)為文獻(xiàn)都是完美的，那么沒(méi)有繼續(xù)研究的必要了。雖然愛(ài)因斯坦說(shuō)世界上99.9%的論文都是垃圾，他本人也只寫(xiě)過(guò)10篇論文，但是仍然要而且不得不采取漸進(jìn)式創(chuàng)新的方法，就是在他人研究成果的基礎(chǔ)上進(jìn)行自己的研究。

篇6

關(guān)鍵詞 醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè) 論文質(zhì)量 教學(xué)改革

中圖分類(lèi)號(hào)：G424 文獻(xiàn)標(biāo)識(shí)碼：A DOI：10.16400/ki.kjdkz.2015.03.059

Medicine Marketing Undergraduate Thesis

Quality Analysis and Teaching Reform

YANG Lin

（Xi'an Medical University， Xi'an， Shaanxi 710021）

Abstract Pharmaceutical marketing professional thesis is to examine the effect of graduates of professional learning important practical aspects， to fully reflect the student's comprehensive ability and self-learning ability， but also improve an important teaching graduates overall practice and innovation ability. Combined with the actual situation of pharmaceutical marketing professional school student thesis， analysis of nearly 153 graduates three basic conditions of pharmaceutical marketing and quality factors papers， thesis writing and defense against the existing problems， enhance substantive pharmaceutical marketing graduate thesis quality feasibility strategy.

Key words pharmaceutical marketing; thesis quality; teaching reform

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)本科畢業(yè)論文是培養(yǎng)學(xué)生綜合運(yùn)用所學(xué)理論知識(shí)獨(dú)立分析和解決問(wèn)題的一個(gè)重要環(huán)節(jié)，為了調(diào)查論文質(zhì)量及發(fā)現(xiàn)論文寫(xiě)作中存在的問(wèn)題，抽取近三屆153篇畢業(yè)論文進(jìn)行回顧性分析。大多數(shù)學(xué)生實(shí)習(xí)都集中于醫(yī)藥經(jīng)營(yíng)企業(yè)，論文選題與醫(yī)藥營(yíng)銷(xiāo)實(shí)踐的相關(guān)度較高，論文的完成能夠體現(xiàn)醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)綜合訓(xùn)練的要求。通過(guò)對(duì)該專(zhuān)業(yè)近三屆學(xué)生畢業(yè)論文質(zhì)量的分析，探討對(duì)本專(zhuān)業(yè)畢業(yè)論文質(zhì)量影響的因素，通過(guò)加強(qiáng)對(duì)畢業(yè)論文寫(xiě)作各環(huán)節(jié)的指導(dǎo)與控制，提高醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)論文的整體水平。

1 醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)本科畢業(yè)論文基本情況

近三屆醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)本科畢業(yè)論文共153篇，其中2008級(jí)35篇，2009級(jí)36篇，2010級(jí)82篇。調(diào)查內(nèi)容包括醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)153篇論文的總體評(píng)分情況，畢業(yè)論文的三種主要類(lèi)型，畢業(yè)生實(shí)習(xí)單位、指導(dǎo)老師同畢業(yè)論文得分之間的相關(guān)關(guān)系等基本情況。2012、2013、2014屆醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)論文的優(yōu)秀率分別為8.6%、13.9%、13.4%，良好率分別是85.7%、69.4%、76.8%，合格率占5.7%、16.7%、9.8%。綜合來(lái)看學(xué)生寫(xiě)作流程基本規(guī)范，但是論文質(zhì)量有待提高。

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)論文類(lèi)型分為理論研究型、市場(chǎng)調(diào)查型和理論應(yīng)用型。這三種類(lèi)型在2012屆畢業(yè)論文中的比率分別占8.6%、2.8%、88.6%，在2013屆畢業(yè)論文中的比率為11.1%、2.7%、86.2%，在2014屆畢業(yè)論文中的比率占7.3%、3.6%、89.1%?？傮w來(lái)看，近三屆學(xué)生的畢業(yè)論文以結(jié)合醫(yī)藥市場(chǎng)具體情況進(jìn)行分析、運(yùn)用營(yíng)銷(xiāo)理論解決實(shí)際問(wèn)題的應(yīng)用型為主。

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)生的實(shí)習(xí)單位分為醫(yī)藥外資企業(yè)、國(guó)內(nèi)醫(yī)藥經(jīng)營(yíng)企業(yè)、連鎖藥店和非醫(yī)藥企業(yè)這四種類(lèi)型。綜合近三屆畢業(yè)論文總體成績(jī)來(lái)看，在醫(yī)藥外資企業(yè)實(shí)習(xí)的畢業(yè)生論文中優(yōu)秀、良好、合格的比率是59.3%、33.3%、7.4%，在國(guó)內(nèi)醫(yī)藥經(jīng)營(yíng)企業(yè)實(shí)習(xí)的畢業(yè)生論文中優(yōu)秀、良好、合格的比率是2.7%、90.5%、6.8%，在連鎖藥店實(shí)習(xí)的畢業(yè)生論文中優(yōu)秀、良好、合格的比率是2.6%、82.0%、15.4%。在非醫(yī)藥企業(yè)實(shí)習(xí)的畢業(yè)生論文中沒(méi)有成績(jī)優(yōu)秀的，良好與合格比率是76.9%、23.1%。顯然在醫(yī)藥外資企業(yè)實(shí)習(xí)的畢業(yè)生論文質(zhì)量最優(yōu)。

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)生結(jié)合專(zhuān)業(yè)的實(shí)踐與應(yīng)用特性，近三屆畢業(yè)生中111人由醫(yī)藥企業(yè)工作人員帶教，論文考評(píng)優(yōu)秀、良好、合格的比率是11.7%、73.9%、14.4%，一些在連鎖藥店和非醫(yī)藥企業(yè)實(shí)習(xí)的學(xué)生因缺乏指導(dǎo)老師而由校內(nèi)專(zhuān)業(yè)課老師帶教，論文考評(píng)優(yōu)秀、良好、合格的比率是14.3%、61.9%、23.8%。

2 醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)本科畢業(yè)論文質(zhì)量影響因素分析

通過(guò)對(duì)已經(jīng)畢業(yè)的近三屆醫(yī)藥營(yíng)銷(xiāo)畢業(yè)論文的回顧性整理發(fā)現(xiàn)，影響論文質(zhì)量的因素主要體現(xiàn)在學(xué)生對(duì)待畢業(yè)論文的態(tài)度、實(shí)習(xí)單位與指導(dǎo)老師這幾個(gè)主要的方面。

2.1 畢業(yè)生對(duì)待論文的態(tài)度

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)本科學(xué)生大都在醫(yī)藥企業(yè)實(shí)習(xí)，實(shí)習(xí)單位對(duì)學(xué)生有著較為嚴(yán)格的績(jī)效考核制度，學(xué)生不能像在校期間學(xué)習(xí)一樣靜下心來(lái)寫(xiě)論文。學(xué)生在畢業(yè)論文寫(xiě)作階段面臨實(shí)習(xí)、考研及找工作等問(wèn)題，往往忽視了畢業(yè)論文寫(xiě)作。對(duì)2010級(jí)學(xué)生采用訪談法收集畢業(yè)生對(duì)于畢業(yè)論文的看法和投入精力后發(fā)現(xiàn)，只有26%學(xué)生認(rèn)為畢業(yè)論文很重要，47%的學(xué)生認(rèn)為比較重要，27%的學(xué)生認(rèn)為寫(xiě)論文純屬完成任務(wù)。整體而言，學(xué)生在論文選題、開(kāi)題、資料收集、論文撰寫(xiě)、論文修改、畢業(yè)論文答辯等各個(gè)環(huán)節(jié)投入的時(shí)間和精力不足。

2.2 論文選題與論文質(zhì)量

從畢業(yè)論文總體來(lái)看，在論文選題方面大都集中于醫(yī)藥市場(chǎng)領(lǐng)域，絕大多數(shù)學(xué)生選擇了自己感興趣、與營(yíng)銷(xiāo)工作聯(lián)系緊密并且自己可以駕馭完成的論題。論文的選題難度與論文完成的工作量較為適中。醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)論文以理論應(yīng)用型為主，高達(dá)88.9%，市場(chǎng)調(diào)查型最少只占論文總量的2.6%。通過(guò)對(duì)2010級(jí)畢業(yè)生的抽查結(jié)果顯示，其中只有少部分學(xué)生在完成論文時(shí)，既查閱了文獻(xiàn)又進(jìn)行了實(shí)際的市場(chǎng)調(diào)研。由于畢業(yè)論文的寫(xiě)作設(shè)在最后一個(gè)學(xué)期，很多同學(xué)將絕大部分時(shí)間放在了實(shí)習(xí)和找工作上，在寫(xiě)作時(shí)忽略了原始資料的獲取，只進(jìn)行了二手文獻(xiàn)的查閱，影響了論文的說(shuō)服力。核查得分較低的論文后發(fā)現(xiàn)，個(gè)別學(xué)生論文選題過(guò)大，沒(méi)有針對(duì)本專(zhuān)業(yè)的具體情況，致使完成論文難度倍增，加之實(shí)習(xí)過(guò)程缺少必要的實(shí)踐訓(xùn)練環(huán)節(jié)，導(dǎo)致論文內(nèi)容空洞質(zhì)量不高。

2.3 指導(dǎo)老師與論文質(zhì)量

因?yàn)閿U(kuò)招本校醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)學(xué)生人數(shù)逐年增加，校內(nèi)指導(dǎo)老師無(wú)法完成全部學(xué)生的論文指導(dǎo)工作，因此從學(xué)生實(shí)習(xí)的醫(yī)藥企業(yè)聘請(qǐng)責(zé)任心強(qiáng)、與營(yíng)銷(xiāo)實(shí)踐工作相關(guān)的人員作為校外指導(dǎo)老師。由醫(yī)藥企業(yè)人員和校內(nèi)專(zhuān)業(yè)課老師指導(dǎo)的畢業(yè)論文優(yōu)秀率分別為11.7%和14.3%，兩者之間沒(méi)有顯著差異。校內(nèi)教師對(duì)于營(yíng)銷(xiāo)理論非常了解，但對(duì)具體操作卻不十分清楚，在指導(dǎo)學(xué)生的過(guò)程中會(huì)出現(xiàn)僅僅靠理論指導(dǎo)，而難以解決企業(yè)實(shí)際問(wèn)題的情況。醫(yī)藥企業(yè)人員具備豐富的市場(chǎng)銷(xiāo)售經(jīng)驗(yàn)，能夠指導(dǎo)學(xué)生將理論轉(zhuǎn)化為實(shí)踐應(yīng)用，從學(xué)生論文中可以發(fā)現(xiàn)與具體實(shí)習(xí)企業(yè)的緊密聯(lián)系，但是校外老師在論文格式規(guī)范、參考文獻(xiàn)等方面有待改進(jìn)。

2.4 實(shí)習(xí)單位與論文質(zhì)量

實(shí)習(xí)單位對(duì)于畢業(yè)論文的優(yōu)良率有著重要的影響，從論文統(tǒng)計(jì)中可以發(fā)現(xiàn)，醫(yī)藥外資企業(yè)、國(guó)內(nèi)醫(yī)藥企業(yè)、連鎖藥店實(shí)習(xí)的學(xué)生畢業(yè)論文優(yōu)秀率分別為 59.3%、2.7%、2.6%，在醫(yī)藥外資企業(yè)實(shí)習(xí)的畢業(yè)生論文優(yōu)良率遠(yuǎn)高于其他三類(lèi)企業(yè)，說(shuō)明實(shí)習(xí)單位與畢業(yè)論文成績(jī)之間存在關(guān)聯(lián)。從論文完成情況可以看出，醫(yī)藥外資企業(yè)擁有良好的資金、技術(shù)等競(jìng)爭(zhēng)優(yōu)勢(shì)，在人力資源培養(yǎng)方面投入力度大，在此實(shí)習(xí)的學(xué)生在市場(chǎng)銷(xiāo)售中得到了較好鍛煉，同時(shí)論文質(zhì)量整體較好。

3 提高醫(yī)藥營(yíng)銷(xiāo)畢業(yè)論文質(zhì)量的改革對(duì)策

3.1 加強(qiáng)對(duì)畢業(yè)生論文寫(xiě)作前的指導(dǎo)

針對(duì)2014屆畢業(yè)生進(jìn)行的調(diào)研問(wèn)卷顯示63%學(xué)生和47%指導(dǎo)教師認(rèn)為影響論文質(zhì)量的最主要問(wèn)題是缺少論文規(guī)范性寫(xiě)作的指導(dǎo)和訓(xùn)練。83%的學(xué)生認(rèn)為學(xué)校有必要在實(shí)習(xí)前，給學(xué)生提供一些從開(kāi)題報(bào)告到畢業(yè)論文的范文并加以講解，使學(xué)生掌握論文的寫(xiě)作方法和注意事項(xiàng)，提高論文寫(xiě)作質(zhì)量和水平。雖然歷屆學(xué)生在畢業(yè)論文前都會(huì)安排有實(shí)習(xí)動(dòng)員，但由于時(shí)間緊，實(shí)習(xí)動(dòng)員更多的是強(qiáng)調(diào)實(shí)習(xí)注意事項(xiàng)和對(duì)論文基本要求，沒(méi)有對(duì)論文寫(xiě)作安排專(zhuān)門(mén)時(shí)間來(lái)指導(dǎo)和訓(xùn)練。因此，畢業(yè)論文水平的提高必須通過(guò)一定的方式方法來(lái)逐步實(shí)現(xiàn)。

可行的方法是將論文寫(xiě)作專(zhuān)項(xiàng)訓(xùn)練課程的內(nèi)容劃分為課堂講授及寫(xiě)作訓(xùn)練兩部分。論文指導(dǎo)教師用5學(xué)時(shí)講完教學(xué)計(jì)劃的核心內(nèi)容，以綜述、開(kāi)題報(bào)告、中英文摘要和論文寫(xiě)作進(jìn)行講授。核心內(nèi)容的講授采用案例式教學(xué)，以往屆畢業(yè)生中的優(yōu)秀論文為范文進(jìn)行分析說(shuō)明。剩余的時(shí)間通過(guò)給出學(xué)習(xí)要點(diǎn)及作業(yè)由學(xué)生自主完成。學(xué)生作業(yè)結(jié)合擬完成畢業(yè)論文題目，逐項(xiàng)提交與之有關(guān)的開(kāi)題報(bào)告、中英文摘要和論文等。

3.2 論文寫(xiě)作由校內(nèi)外導(dǎo)師共同指導(dǎo)

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)的學(xué)生撰寫(xiě)論文是要解決企業(yè)的實(shí)際問(wèn)題，為了能夠使學(xué)生的論文反映醫(yī)藥企業(yè)的實(shí)際情況，實(shí)習(xí)企業(yè)應(yīng)該為學(xué)生指派一位實(shí)踐指導(dǎo)教師，由校外老師負(fù)責(zé)指導(dǎo)學(xué)生的營(yíng)銷(xiāo)實(shí)踐環(huán)節(jié)，并為學(xué)生創(chuàng)造條件進(jìn)行學(xué)位論文的撰寫(xiě)。校內(nèi)老師指導(dǎo)學(xué)生完成與學(xué)位論文相關(guān)的表格填寫(xiě)工作。這樣學(xué)生在收集數(shù)據(jù)、調(diào)查資料等方面就能從企業(yè)角度分析問(wèn)題、解決問(wèn)題，大大提高了學(xué)生對(duì)實(shí)際問(wèn)題的理解程度，保證了學(xué)生在理論和實(shí)踐應(yīng)用兩方面順利完成畢業(yè)論文的寫(xiě)作。與此同時(shí)，這也將有利于加強(qiáng)校內(nèi)外交流與合作，提高本專(zhuān)業(yè)學(xué)生的培養(yǎng)質(zhì)量，向醫(yī)藥企業(yè)輸送合格的畢業(yè)生。

3.3 論文答辯方式的改革

醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)的學(xué)生答辯形式是人人參與答辯，答辯成績(jī)占最終論文總成績(jī)的40%，查閱總成績(jī)不高的學(xué)生論文后發(fā)現(xiàn)，答辯成績(jī)也往往偏低。學(xué)院選擇在醫(yī)藥企業(yè)實(shí)踐經(jīng)驗(yàn)豐富的管理人員和校內(nèi)專(zhuān)業(yè)課老師共同組成醫(yī)藥營(yíng)銷(xiāo)論文答辯小組，每個(gè)小組由5名教師組成，每個(gè)答辯的學(xué)生需要回答2～3個(gè)問(wèn)題，學(xué)生一一作答后，答辯教師根據(jù)學(xué)生的論文撰寫(xiě)情況和答辯情況給出相應(yīng)的成績(jī)，如果成績(jī)不合格需要進(jìn)行二次答辯。為了避免這種效率不高的重復(fù)勞動(dòng)，本專(zhuān)業(yè)將在下一屆畢業(yè)生中推行預(yù)答辯制度，即在正式答辯之前先組織學(xué)生預(yù)演全過(guò)程，幫助學(xué)生及時(shí)找到不足加以完善，以期在正式答辯中發(fā)揮出最佳水平。

畢業(yè)論文的質(zhì)量不僅能反映教師的教學(xué)和科研水平，而且還能反映一個(gè)學(xué)校人才培養(yǎng)模式和培養(yǎng)計(jì)劃的合理性。畢業(yè)論文是對(duì)大學(xué)四年學(xué)習(xí)成果的綜合性總結(jié)，對(duì)學(xué)生利用所學(xué)知識(shí)分析問(wèn)題和解決問(wèn)題能力的檢驗(yàn)，是大學(xué)生完成學(xué)業(yè)的標(biāo)志性作業(yè)。通過(guò)校外實(shí)習(xí)就業(yè)一體化基地建設(shè)、實(shí)施論文寫(xiě)作的綜合實(shí)訓(xùn)指導(dǎo)，完善畢業(yè)論文過(guò)程化管理和嚴(yán)格地進(jìn)行論文評(píng)閱與答辯等措施，將實(shí)質(zhì)性提高醫(yī)藥營(yíng)銷(xiāo)專(zhuān)業(yè)畢業(yè)論文的質(zhì)量。

項(xiàng)目：西安醫(yī)學(xué)院2014年校級(jí)精品課程資助項(xiàng)目（XYZL2014-13）

參考文獻(xiàn)

[1] 鐘其鵬.近三十年來(lái)本科畢業(yè)論文環(huán)節(jié)教學(xué)研究述評(píng)[J].欽州學(xué)院學(xué)報(bào)，2010（2）：79-83.

篇7

畢業(yè)論文

一、機(jī)電一體化技術(shù)發(fā)展歷程及其趨勢(shì)

自電子技術(shù)一問(wèn)世,電子技術(shù)與機(jī)械技術(shù)的結(jié)合就開(kāi)始了,只是出現(xiàn)了半導(dǎo)體集成電路,尤其是出現(xiàn)了以微處理器為代表的大規(guī)模集成電路以后,"機(jī)電一體化"技術(shù)之后有了明顯進(jìn)展,引起了人們的廣泛注意.

(一)"機(jī)電一體化"的發(fā)展歷程

1.數(shù)控機(jī)床的問(wèn)世,寫(xiě)下了"機(jī)電一體化"歷史的第一頁(yè);

2.微電子技術(shù)為"機(jī)電一體化''''''''帶來(lái)勃勃生機(jī);

3.可編程序控制器、"電力電子"等的發(fā)展為"機(jī)電一體化"提供了堅(jiān)強(qiáng)基礎(chǔ);

4.激光技術(shù)、模糊技術(shù)、信息技術(shù)等新技術(shù)使"機(jī)電一體化"躍上新臺(tái)階.(二)"機(jī)電一體化"發(fā)展趨勢(shì)

1.光機(jī)電一體化.一般的機(jī)電一體化系統(tǒng)是由傳感系統(tǒng)、能源系統(tǒng)、信息處理系統(tǒng)、機(jī)械結(jié)構(gòu)等部件組成的.因此,引進(jìn)光學(xué)技術(shù),實(shí)現(xiàn)光學(xué)技術(shù)的先天優(yōu)點(diǎn)是能有效地改進(jìn)機(jī)電一體化系統(tǒng)的傳感系統(tǒng)、能源(動(dòng)力)系統(tǒng)和信息處理系統(tǒng).光機(jī)電一體化是機(jī)電產(chǎn)品發(fā)展的重要趨勢(shì).

2.自律分配系統(tǒng)化——柔性化.未來(lái)的機(jī)電一體化產(chǎn)品,控制和執(zhí)行系統(tǒng)有足夠的“冗余度”，有較強(qiáng)的“柔性”，能較好地應(yīng)付突發(fā)事件，被設(shè)計(jì)成“自律分配系統(tǒng)”。在自律分配系統(tǒng)中，各個(gè)子系統(tǒng)是相互獨(dú)立工作的，子系統(tǒng)為總系統(tǒng)服務(wù)，同時(shí)具有本身的“自律性”，可根據(jù)不同的環(huán)境條件作出不同反應(yīng)。其特點(diǎn)是子系統(tǒng)可產(chǎn)生本身的信息并附加所給信息，在總的前提下，具體“行動(dòng)”是可以改變的。這樣，既明顯地增加了系統(tǒng)的適應(yīng)能力(柔性)，又不因某一子系統(tǒng)的故障而影響整個(gè)系統(tǒng)。

3.全息系統(tǒng)化——智能化。今后的機(jī)電一體化產(chǎn)品“全息”特征越來(lái)越明顯，智能化水平越來(lái)越高。這主要收益于模糊技術(shù)、信息技術(shù)(尤其是軟件及芯片技術(shù))的發(fā)展。除此之外，其系統(tǒng)的層次結(jié)構(gòu)，也變簡(jiǎn)單的“從上到下”的形勢(shì)而為復(fù)雜的、有較多冗余度的雙向聯(lián)系。

4.“生物一軟件”化—仿生物系統(tǒng)化。今后的機(jī)電一體化裝置對(duì)信息的依賴(lài)性很大，并且往往在結(jié)構(gòu)上是處于“靜態(tài)”時(shí)不穩(wěn)定，但在動(dòng)態(tài)(工作)時(shí)卻是穩(wěn)定的。這有點(diǎn)類(lèi)似于活的生物：當(dāng)控制系統(tǒng)(大腦)停止工作時(shí)，生物便“死亡”，而當(dāng)控制系統(tǒng)(大腦)工作時(shí)，生物就很有活力。仿生學(xué)研究領(lǐng)域中已發(fā)現(xiàn)的一些生物體優(yōu)良的機(jī)構(gòu)可為機(jī)電一體化產(chǎn)品提供新型機(jī)體，但如何使這些新型機(jī)體具有活的“生命”還有待于深入研究。這一研究領(lǐng)域稱(chēng)為“生物——軟件”或“生物系統(tǒng)”，而生物的特點(diǎn)是硬件(肌體)——軟件(大腦)一體，不可分割?？磥?lái)，機(jī)電一體化產(chǎn)品雖然有向生物系統(tǒng)化發(fā)展趨，但有一段漫長(zhǎng)的道路要走。

5.微型機(jī)電化——微型化。目前，利用半導(dǎo)體器件制造過(guò)程中的蝕刻技術(shù)，在實(shí)驗(yàn)室中已制造出亞微米級(jí)的機(jī)械元件。當(dāng)將這一成果用于實(shí)際產(chǎn)品時(shí)，就沒(méi)有必要區(qū)分機(jī)械部分和控制器了。屆時(shí)機(jī)械和電子完全可以“融合”，機(jī)體、執(zhí)行機(jī)構(gòu)、傳感器、cpu等可集成在一起，體積很小，并組成一種自律元件。這種微型機(jī)械學(xué)是機(jī)電一體化的重要發(fā)展方向。

三、典型的機(jī)電一體化產(chǎn)品

機(jī)電一體化產(chǎn)品分系統(tǒng)(整機(jī))和基礎(chǔ)元、部件兩大類(lèi)。典型的機(jī)電一體化系統(tǒng)有：數(shù)控機(jī)床、機(jī)器人、汽車(chē)電子化產(chǎn)品、智能化儀器儀表、電子排版印刷系統(tǒng)、cad／cam系統(tǒng)等。典型的機(jī)電一體化元、部件有：電力電子器件及裝置、可編程序控制器、模糊控制器、微型電機(jī)、傳感器、專(zhuān)用集成電路、伺服機(jī)構(gòu)等。這些典型的機(jī)電一體化產(chǎn)品的技術(shù)現(xiàn)狀、發(fā)展趨勢(shì)、市場(chǎng)前景分析從略。

四、北京發(fā)展“機(jī)電一體化”而臨的形勢(shì)和任務(wù)

機(jī)電一體化工作主要包括兩個(gè)層次：一是用微電子技術(shù)改造傳統(tǒng)產(chǎn)業(yè)，其目的是節(jié)能、節(jié)材，提高工效，提高產(chǎn)品質(zhì)量，把傳統(tǒng)工業(yè)的技術(shù)進(jìn)步提高一步；二是開(kāi)發(fā)自動(dòng)化、數(shù)字化、智能化機(jī)電產(chǎn)品，促進(jìn)產(chǎn)品的更新?lián)Q代。

前者是面上的工作，普及工作；后者是提高工作，深層次工作。

(一)北京“機(jī)電一體化”工作面臨的形勢(shì)

1.北京用微電子技術(shù)改造傳統(tǒng)工業(yè)的工作量大而廣，有難度

(1)在700余家北京市屬工業(yè)系統(tǒng)的企業(yè)中，有60%以上的企業(yè)用微電子技術(shù)改造機(jī)床設(shè)備、工業(yè)窯爐、風(fēng)機(jī)電泵、生產(chǎn)過(guò)程的任務(wù)還未完成需要量的一半。

(2)北京工業(yè)系統(tǒng)還有2000余臺(tái)機(jī)床設(shè)備亟需用微電子技術(shù)進(jìn)行改造；在已改造的近6500臺(tái)機(jī)床設(shè)備中，大約有15%需進(jìn)一步改造。

(3)北京工業(yè)系統(tǒng)尚有近250座工業(yè)爐窯亟需用電子信息技術(shù)進(jìn)行改造；且610座已改造過(guò)的工業(yè)爐窯也很有進(jìn)一步應(yīng)用模糊技術(shù)進(jìn)行二次改造的必要。

(4)北京工業(yè)系統(tǒng)cad應(yīng)用還有較大差距。目前，北京工業(yè)品設(shè)計(jì)，cad應(yīng)用率僅17%(而美、日等國(guó)已超過(guò)85%；國(guó)內(nèi)先進(jìn)地區(qū)也超過(guò)了30%)；cad的覆蓋率才達(dá)到11%(而全國(guó)cad應(yīng)用工程領(lǐng)導(dǎo)小組指出，“八五”期間大中型企業(yè)要達(dá)到35%，中小型骨干企業(yè)要達(dá)到15%—20%；到“九五”時(shí)，按國(guó)務(wù)委員宋健的要求，基本上要甩掉繪圖板)。

(5)北京工業(yè)系統(tǒng)共有改造價(jià)值的各種風(fēng)機(jī)電泵裝機(jī)容量50萬(wàn)千瓦，尚49萬(wàn)多千瓦用變調(diào)速技術(shù)進(jìn)行改造的任務(wù)，占總?cè)蝿?wù)量的99.5%左右。

(6)工業(yè)是全市能源消耗大戶(hù)。1992年，北京工業(yè)系統(tǒng)占全市能耗總量的59.5%。而北京是一個(gè)能源嚴(yán)重缺乏的城市，1992年北京工業(yè)系統(tǒng)萬(wàn)元產(chǎn)值能耗折合標(biāo)煤為2.47噸，比上海的1.57噸高57%，比天津的2.15噸高14%，比先進(jìn)的工業(yè)化國(guó)家高近9倍。因此，北京工業(yè)系統(tǒng)節(jié)能降耗的任務(wù)非常重，而電力電子技術(shù)是節(jié)能降耗的王牌。

2.北京用機(jī)電一體化技術(shù)加速產(chǎn)品更新?lián)Q代，提高市場(chǎng)占有率的呼聲高，有壓力。北京市的工業(yè)產(chǎn)品大約有3萬(wàn)種，每年約開(kāi)發(fā)試制新產(chǎn)品3000種，更新周期很長(zhǎng)。由于更新?lián)Q代速度跟不上市場(chǎng)變化的需要，影響了北京工業(yè)產(chǎn)品的競(jìng)爭(zhēng)能力。

1993年，北京市工業(yè)系統(tǒng)生產(chǎn)的機(jī)電一體化產(chǎn)品約837種，在當(dāng)年生產(chǎn)的產(chǎn)品品種總數(shù)中僅占7.8%左右。其中：機(jī)械局系統(tǒng)主要產(chǎn)品約1200種，機(jī)電一體化產(chǎn)品不到150種機(jī)電一體化產(chǎn)品所占比例僅4%強(qiáng)；儀器儀表總公司系統(tǒng)主要產(chǎn)品350種，機(jī)電一體化產(chǎn)品210種，機(jī)電一體化產(chǎn)品所占比例為60%；輕工系統(tǒng)主要產(chǎn)品總數(shù)為649種，機(jī)電一體化、智能化產(chǎn)品15種，機(jī)電一體化、智能化產(chǎn)品所占比例約2.3%；汽車(chē)工業(yè)總公司系統(tǒng)平均每輛汽車(chē)的總成本為3.5萬(wàn)元，每輛汽車(chē)平均裝用電子產(chǎn)品的費(fèi)用約300元，不是總成本的1%；與國(guó)外約28%的先進(jìn)水平相差甚遠(yuǎn)；與國(guó)內(nèi)先進(jìn)水平相差一半左右。

3.北京用機(jī)電一體化產(chǎn)品取代技術(shù)含量和附加值低，耗能、耗水、耗材高，污染、擾民產(chǎn)品的責(zé)任重，有意義。在北京工業(yè)系統(tǒng)中，能耗、耗水大戶(hù)，對(duì)環(huán)境污染嚴(yán)重的企業(yè)還占相當(dāng)大的比重，且不少地處城區(qū)和近郊區(qū)。近年來(lái)北京的工業(yè)結(jié)構(gòu)、產(chǎn)品結(jié)構(gòu)雖然幾經(jīng)調(diào)整，但由于多種原因，成效一直不夠明顯。這里面固然有上級(jí)領(lǐng)導(dǎo)部門(mén)的政出多門(mén)問(wèn)題，有企業(yè)的“故土難離”“死守故業(yè)”問(wèn)題，但不可否認(rèn)也有優(yōu)化不出理想的產(chǎn)業(yè)，優(yōu)選不出中意的產(chǎn)品問(wèn)題。上佳的答案早就擺在了這些企業(yè)的面前，這就是發(fā)展機(jī)電一體化，開(kāi)發(fā)和生產(chǎn)有關(guān)的機(jī)電一體化產(chǎn)品。機(jī)電一體化產(chǎn)品功能強(qiáng)、性能好、質(zhì)量高、成本低，且具有柔性，可根據(jù)市場(chǎng)需要和用戶(hù)反映時(shí)產(chǎn)品結(jié)構(gòu)和生產(chǎn)過(guò)程做必要的調(diào)整、改革，而無(wú)須改換設(shè)備。這是解決機(jī)電產(chǎn)品多品種、少批量生產(chǎn)的重要出路。同時(shí)，可為傳統(tǒng)的機(jī)械工業(yè)注入新鮮血液，帶來(lái)新的活力，把機(jī)械生產(chǎn)從繁重的體力勞動(dòng)中解脫出來(lái)，實(shí)現(xiàn)文明生產(chǎn)。

另外，從市場(chǎng)需求的角度看，由于我國(guó)研制、開(kāi)發(fā)機(jī)電一體化產(chǎn)品的歷史不長(zhǎng)，差距較大，許多產(chǎn)品的品種、數(shù)量、檔次、質(zhì)量都不能滿(mǎn)足需求，每年進(jìn)口量都比較大，因此亟需發(fā)展。

(二)北京“機(jī)電一體化”工作的任務(wù)

北京在機(jī)電一體化方面的任務(wù)可以概括為兩句話：一句話是廣泛深入地用機(jī)電一體化技術(shù)改造傳統(tǒng)產(chǎn)業(yè)；另一句話是大張旗鼓地開(kāi)發(fā)機(jī)電一體化產(chǎn)品，促進(jìn)機(jī)電產(chǎn)品的更新?lián)Q代?？偟哪康氖谴龠M(jìn)機(jī)電一體產(chǎn)業(yè)的形成、為北京產(chǎn)業(yè)結(jié)構(gòu)和產(chǎn)品結(jié)構(gòu)調(diào)整作貢獻(xiàn)。

1.北京應(yīng)用機(jī)電一體化技術(shù)改造傳統(tǒng)產(chǎn)業(yè)的工作重點(diǎn)

(1)大力采用模糊技術(shù)，工業(yè)爐窯改造應(yīng)上新臺(tái)階

國(guó)內(nèi)外成功的范例表明，應(yīng)用模糊技術(shù)改造工業(yè)爐窯比單純用計(jì)算機(jī)和pid技術(shù)好的多。因此，我們建議今后北京在改造工業(yè)爐窯時(shí)要大力推廣應(yīng)用模糊技術(shù)，到2000年，對(duì)應(yīng)該進(jìn)行改造但尚未改造的近250座工業(yè)爐窯要用模糊技術(shù)等先進(jìn)電子信息技術(shù)改造完畢，其中采用模糊技術(shù)改造要在80%。

(2)積極采用數(shù)控技術(shù)，機(jī)床高備改造要達(dá)新水平

對(duì)機(jī)床設(shè)備的改造重點(diǎn)應(yīng)放在經(jīng)濟(jì)型數(shù)控系統(tǒng)的推廣應(yīng)用上。根據(jù)需要和可能，到1995年，北京應(yīng)該改造的機(jī)床設(shè)備(8420臺(tái))的改造率要達(dá)80%以上，到本世紀(jì)末要改造完畢。

(3)努力推廣變頻調(diào)速技術(shù)，風(fēng)機(jī)電泵改造要攀新高度

風(fēng)機(jī)、電泵采用變頻調(diào)速后一般可節(jié)電20%以上，效果十分顯著。因此，在今后幾乎，北京要把交流變頻調(diào)速技術(shù)的推廣應(yīng)用作為重點(diǎn)來(lái)抓。到1995年，應(yīng)該采用變頻調(diào)速技術(shù)改造的風(fēng)機(jī)、電泵要改造完60%；到本世紀(jì)末，北京的風(fēng)機(jī)、電泵和其它調(diào)速電機(jī)要普遍；采用先進(jìn)的變頻調(diào)速技術(shù)。

(4)優(yōu)先應(yīng)用cad／cam技術(shù)，工業(yè)設(shè)計(jì)水平提高要有新目標(biāo)

北京工業(yè)產(chǎn)品更新?lián)Q代慢，設(shè)計(jì)工作跟不上需求變化是重要原因之一。目前，北京工業(yè)系統(tǒng)cad的應(yīng)用率為17%，cad的覆蓋率為11%，到1995年應(yīng)分別達(dá)到20%和15%，本世紀(jì)末，要力爭(zhēng)分別達(dá)到55%和45%。

2.北京機(jī)電一體化產(chǎn)品開(kāi)發(fā)的奮斗目標(biāo)

(1)總體目標(biāo)：到1995年全市的機(jī)電一體化產(chǎn)品數(shù)應(yīng)不少于800種，2000年，應(yīng)不少于2000種，機(jī)電產(chǎn)品的機(jī)電一體化率分別達(dá)到25%和60%。

(2)單項(xiàng)目標(biāo)：

·機(jī)床數(shù)控化率：1995年，產(chǎn)量數(shù)控化率達(dá)5%，產(chǎn)值數(shù)控化率達(dá)16%；2000年，分別達(dá)12%和40%。

·汽車(chē)電子化程度：1995年，平均每輛汽車(chē)上裝用和電子產(chǎn)品的費(fèi)用不少于1000元，在整車(chē)成本中所占比例不低于3%；到2000年分別不少于3000元，不低于8%。

·plc的開(kāi)發(fā)生產(chǎn)能力：“八五”期間，開(kāi)發(fā)能力要穩(wěn)居全國(guó)首位；“九五”北京要成為全國(guó)主要的plc生產(chǎn)基地之一。

·“電力電子”開(kāi)發(fā)生產(chǎn)能力：“八五”期間掌握第二代電力電子器件的批量生產(chǎn)技術(shù)和第三代電力電子器件的開(kāi)發(fā)技術(shù)?！熬盼濉逼陂g第三代電力電子器件的生產(chǎn)要形成經(jīng)濟(jì)批量。在電力電子產(chǎn)品應(yīng)用方面，“八五”期間，開(kāi)關(guān)電源、高頻電源、逆變電源要成為拳頭產(chǎn)品；交流變頻調(diào)速裝置要達(dá)到批量生產(chǎn)程度；高頻電子鎮(zhèn)流器要能出口創(chuàng)匯；“九五”，北京要形成一個(gè)具有電力電子器件、電力電子裝置研制、生產(chǎn)、開(kāi)發(fā)、推廣綜合配套能力的高新技術(shù)產(chǎn)業(yè)。

·模糊控制器的開(kāi)發(fā)生產(chǎn)能力：“八五”要把北京建成全國(guó)模糊技術(shù)控制器的開(kāi)發(fā)生產(chǎn)基地，開(kāi)發(fā)出用于工業(yè)爐窯改造，壓力、溫度、流量控制的模糊技術(shù)控制系統(tǒng)典型產(chǎn)品來(lái)；交逐步將模糊技術(shù)應(yīng)用于家用電器中。1995年，空調(diào)器、洗衣機(jī)、電冰箱、吸塵器、電風(fēng)扇等家用電器產(chǎn)品模糊控制器的普及率要分別達(dá)到15、20%、5%、15%、8%左右。到本世紀(jì)末，北京家用電器模糊技術(shù)普及率要達(dá)到50%以上。

·其它機(jī)電一體化產(chǎn)品的開(kāi)發(fā)生產(chǎn)能力：微機(jī)控制多色印刷機(jī)要穩(wěn)居全國(guó)第一；電子醫(yī)療儀器的開(kāi)發(fā)、生產(chǎn)爭(zhēng)取在“八五”有較大突破，“九五”在品種和產(chǎn)量上全國(guó)領(lǐng)先；在“八五”期間，以30萬(wàn)千瓦汽輪發(fā)電機(jī)組為代表的發(fā)電設(shè)備要形成綜合配套能力，打出規(guī)模效益來(lái)；數(shù)字化、智能化儀器儀表，自動(dòng)化裝置要上品種、上批量……

總之，機(jī)電一體化技術(shù)既是振興傳統(tǒng)機(jī)電工業(yè)的新鮮血液和源動(dòng)力，又是開(kāi)啟北京機(jī)電行業(yè)產(chǎn)品結(jié)構(gòu)、產(chǎn)業(yè)結(jié)構(gòu)調(diào)整大門(mén)的鑰匙。如果北京完成好上面所建議的“機(jī)電一體化”發(fā)展兩方面的目標(biāo)，那么，到本世紀(jì)末，北京就會(huì)形成一個(gè)銷(xiāo)售額超過(guò)200億元的機(jī)電一體化產(chǎn)業(yè)。其中，數(shù)控機(jī)床、機(jī)電一體化印刷系統(tǒng)、新型電子醫(yī)療設(shè)備和數(shù)字化智能化儀器儀表等機(jī)電一體化裝備銷(xiāo)售額可超過(guò)150億元；“電力電子”的銷(xiāo)售額可超過(guò)20億元；plc模糊控制器等銷(xiāo)售額可超過(guò)15億元；汽車(chē)電子化、自動(dòng)化智能化輕工民用電器產(chǎn)品銷(xiāo)售額可超過(guò)25億元。機(jī)電一體化產(chǎn)業(yè)不僅是北京高新技術(shù)產(chǎn)業(yè)的主力軍，也是機(jī)電行業(yè)停工、待產(chǎn)、明虧、潛虧企業(yè)的出路所在。

五、北京發(fā)展“機(jī)電一體化”的對(duì)策

(一)加強(qiáng)統(tǒng)籌安排，協(xié)調(diào)發(fā)展計(jì)劃

目前，北京地區(qū)從事“機(jī)電一體化”研究開(kāi)發(fā)及生產(chǎn)的單位很多。各自都有一套發(fā)展策略和計(jì)是。同時(shí)，市政府各有關(guān)委、辦、局(總公司)也有不少相應(yīng)的發(fā)展計(jì)劃與規(guī)劃。各單位的計(jì)劃由于受各自立足點(diǎn)、著眼點(diǎn)的限制，難免只考慮局部利益，市政府各主管部門(mén)的有關(guān)計(jì)劃和規(guī)劃，也有統(tǒng)一考慮不足，統(tǒng)籌安排不夠的問(wèn)題，全市缺少綜觀全局的有權(quán)威性的發(fā)展計(jì)劃和戰(zhàn)略規(guī)劃。因此，建議市政府責(zé)成有關(guān)機(jī)構(gòu)在進(jìn)行深入調(diào)查研究、科學(xué)分析的基礎(chǔ)上，制定出北京統(tǒng)管全局的“機(jī)電一體化”研究、開(kāi)發(fā)、生產(chǎn)計(jì)劃和規(guī)劃，避免開(kāi)發(fā)上重復(fù)，生產(chǎn)上撞車(chē)!

(二)強(qiáng)化行業(yè)管理，發(fā)揮“協(xié)會(huì)”作用

目前，北京“機(jī)電一體化”較熱，而按目前的行業(yè)劃分方法和管理體制，“政出多門(mén)”是難哆的。因此，北京有必要明確一個(gè)“機(jī)電一體化”行業(yè)的統(tǒng)管機(jī)構(gòu)，根據(jù)目前國(guó)家政治體制改革和經(jīng)濟(jì)體制改革的精神，以及機(jī)電一體化行業(yè)特點(diǎn)，我們建議，盡快加強(qiáng)北京機(jī)電一體化協(xié)會(huì)的建設(shè)，賦予其行業(yè)管理職能。

“協(xié)會(huì)”要進(jìn)一步擴(kuò)大領(lǐng)導(dǎo)機(jī)構(gòu)——理事會(huì)的代表層面和復(fù)蓋面，要加強(qiáng)辦公室、秘書(shū)處的建設(shè)；要通過(guò)其精明干練的辦事機(jī)構(gòu)、經(jīng)濟(jì)實(shí)體，組織“行業(yè)”發(fā)展計(jì)劃、戰(zhàn)略規(guī)劃的擬制；指導(dǎo)行業(yè)布點(diǎn)布局的調(diào)整，進(jìn)行發(fā)展突破口的選擇，抓好重點(diǎn)工程的試點(diǎn)和有關(guān)項(xiàng)目的發(fā)標(biāo)、招標(biāo)工作……

(三)優(yōu)化發(fā)展環(huán)境、增大支持力度

優(yōu)化發(fā)展環(huán)境指通過(guò)宣傳群眾，造成一種社會(huì)上下、企業(yè)內(nèi)外都重視、支持“機(jī)電一體化”發(fā)展的氛圍，如盡快為外商到北京投資發(fā)展“機(jī)電一體化”產(chǎn)業(yè)提供方便；盡可能為興辦開(kāi)發(fā)、生產(chǎn)機(jī)電一體化產(chǎn)品的高新技術(shù)企業(yè)開(kāi)綠燈；盡力為開(kāi)發(fā)、生產(chǎn)機(jī)電一體化產(chǎn)品調(diào)配好資源要素等。

增大支持力度，在技術(shù)政策上，要嚴(yán)格限制耗電、耗水、耗材高的傳統(tǒng)產(chǎn)品的發(fā)展，對(duì)未采用機(jī)電一體化技術(shù)落后產(chǎn)品限制強(qiáng)制淘汰；大力提倡用機(jī)電一體化技術(shù)對(duì)傳統(tǒng)產(chǎn)業(yè)進(jìn)行改造，對(duì)有關(guān)機(jī)電一體化技術(shù)對(duì)傳統(tǒng)產(chǎn)業(yè)乾地改造，對(duì)有關(guān)技術(shù)開(kāi)發(fā)、應(yīng)用項(xiàng)目?jī)?yōu)先立項(xiàng)、優(yōu)先支持，對(duì)在技術(shù)開(kāi)發(fā)、應(yīng)用中做出貢獻(xiàn)的單位領(lǐng)導(dǎo)、科技人員進(jìn)行表彰獎(jiǎng)勵(lì)等。

在經(jīng)濟(jì)政策上，要多給機(jī)電一體化科研攻關(guān)課題、開(kāi)發(fā)應(yīng)用項(xiàng)目利用科技專(zhuān)項(xiàng)基金和科技三項(xiàng)費(fèi)用的機(jī)會(huì)；銀行發(fā)設(shè)貸款要多向機(jī)電一體化技術(shù)改進(jìn)、生產(chǎn)合資和機(jī)電一體化產(chǎn)業(yè)規(guī)?；ㄔO(shè)項(xiàng)目上傾斜；成立“機(jī)電一體化”發(fā)展基金，支持機(jī)電一體化生產(chǎn)發(fā)展等。

(四)突出發(fā)展重點(diǎn)，兼顧“兩個(gè)層次”

機(jī)電一體化產(chǎn)業(yè)復(fù)蓋面非常廣，而我們的財(cái)力、人力和物力是有限的，因此我們?cè)谧C(jī)電一體化產(chǎn)業(yè)發(fā)展時(shí)不能面面俱到、平鋪直敘，而應(yīng)分清主次，大膽取舍，有所為，有所不為。要注意抓兩個(gè)層次上的工作。第一個(gè)層次是“面上”的工作，即用電子信息技術(shù)對(duì)傳統(tǒng)產(chǎn)業(yè)進(jìn)行改造，在傳統(tǒng)的機(jī)電設(shè)備上植入或嫁接上微電子(計(jì)算機(jī))裝置，使“機(jī)械”和“電子”技術(shù)在淺層次上結(jié)合。第二個(gè)層次是“提高”工作，即在新產(chǎn)品設(shè)計(jì)之初，就把“機(jī)械”與“電子”統(tǒng)一起來(lái)進(jìn)行考慮，使“機(jī)械”與“電子”密不可分，深度結(jié)合，生產(chǎn)出來(lái)的新產(chǎn)品起碼正做到機(jī)電一體化。

我們認(rèn)為，北京“機(jī)電一體化”發(fā)展，當(dāng)務(wù)之急，重中之重是：

抓緊開(kāi)發(fā)生產(chǎn)gto、gtr、vdmos等新型電力電子器件及其應(yīng)用裝置——交流變頻調(diào)速器、逆變焊機(jī)、高頻電子鎮(zhèn)流器等，用電力電子技術(shù)進(jìn)行的節(jié)能、節(jié)材為主要目的的技術(shù)改造；

抓緊推廣應(yīng)用經(jīng)濟(jì)型數(shù)控系統(tǒng)，改造機(jī)床設(shè)備；開(kāi)發(fā)生產(chǎn)低、中檔數(shù)控系統(tǒng)；

篇8

論文致謝一：

Thecompletionofthethesisisattributedtomanypeople'ssupportandencouragement.

Firstandforemost，Iwanttoextendmyheartfeltgratitudetomysupervisor，ProfessorCaoDaogen，whosepatientguidance，valuablesuggestionsandconstantencouragementmakemesuccessfullycompletethisthesis.Hisconscientiousacademicspiritandmodest，open-mindedpersonalityinspiremebothinacademicstudyanddailylife.Hegivesmemuchhelpandadviceduringthewholeprocessofmywriting，whichhasmademyaccomplishmentspossible.

Also，Iwouldliketoexpressmysinceregratitudetoalltheprofessorswhohavetaughtmeinthisuniversity.Theirinstructionshavehelpedbroadenmyhorizonandtheirenlighteningteachinghasprovidedmewithasolidfoundationtoaccomplishthispaperandwillalwaysbeofgreatvalueformyfuturecareerandacademicresearch.

Mythanksalsogototheauthorswhosebooksandarticleshavegivenmeinspirationinthewritingofthispaper.

Lastbutnotleast，Iwouldliketoexpressmyspecialthankstomyparents，whosecareandsupportmotivatemetomoveonandmakemewanttobeabetterperson.

論文致謝二：

Uponfinishingthisthesis，Iwouldliketoexpressmygreatgratitudetowardsallthosewhohaveofferedmesincereassistanceinthethreeyears.

Firstandforemost，myheartythanksgotomysupervisor，ProfessorZhangRuwen，whohasgivenmeinsightfulsuggestionsandconstantencouragementbothinmystudyandinmylife.Furthermore，ProfessorZhang'spainstakingteachingandvaluableadvicehaveprofoundlycontributedtothecompletionofthepresentthesis.

Also，Iownmythankstoalltheprofessorswhohavetaughtandenlighteningmeduringmystudiesinthecampus，forguidingmeinthefieldofresearchwork，whichisbothchallengingandfantastic.TheexperienceandprofitIobtainedwillbeofgrandimportancetomyfurtherstudies.

Finally，Iamalsogratefultomyfamilyandfriends，whoencourageandsupportmeandsharewithmemyworries，frustrations，andhappiness.

論文致謝三：

Iwouldlikeexpressmygratitudetoallthosewhooffergreathelpformythesis.

Firstandforemost，mydeepestgratitudegoestomysupervisorProfessorYuMuhong，forhisfather-likeencouragementandguidance.Heprovidedmewithabundantsuggestionsandpricelesscriticismsformywritingofthethesis.Butforhisconstantpatientguidanceandenlightenment，thethesiswouldhavebecomeamissionimpossible.

MysincerethanksalsogototheteachersfromtheSchoolofForeignLanguagesofZhejiangUniversityofFinanceandEconomics，whojointlyledmeintotheholytempleofacademicfield.Here，IwanttosendmygratefulnesstothoserespectedteacherslikeProf.WangBaorong，Prof.LiChangbao，Prof.ChenXianghong，Prof.ShaoYouxue，Prof.TengChao，Prof.CenQunxiaetc.Thankyouforyourbeingwithmeandbeingthewitnessesforthebirth，growthandperfectionofmythesis.

Ifeelindebtedtomyparents，withouttheirmentalandmaterialsupport，Icouldbarelyfinishthethesisontime.

Finally，mythanksshouldbesenttoallmyclassmates，fortheirendlesssupportandwarmhearts，makingmefeellikelivinginaunitedbigfamily.

論文致謝四：

Thecompletionofthethesisisattributedtomanypeople'ssupportandencouragement.

Firstandforemost，Iwanttoextendmyheartfeltgratitudetomysupervisor，ProfessorCaoDaogen，whosepatientguidance，valuablesuggestionsandconstantencouragementmakemesuccessfullycompletethisthesis.Hisconscientiousacademicspiritandmodest，open-mindedpersonalityinspiremebothinacademicstudyanddailylife.Hegivesmemuchhelpandadviceduringthewholeprocessofmywriting，whichhasmademyaccomplishmentspossible.

Also，Iwouldliketoexpressmysinceregratitudetoalltheprofessorswhohavetaughtmeinthisuniversity.Theirinstructionshavehelpedbroadenmyhorizonandtheirenlighteningteachinghasprovidedmewithasolidfoundationtoaccomplishthispaperandwillalwaysbeofgreatvalueformyfuturecareerandacademicresearch.

Mythanksalsogototheauthorswhosebooksandarticleshavegivenmeinspirationinthewritingofthispaper.

Lastbutnotleast，Iwouldliketoexpressmyspecialthankstomyparents，whosecareandsupportmotivatemetomoveonandmakemewanttobeabetterperson.

論文致謝五：

Uponfinishingthisthesis，Iwouldliketoexpressmygreatgratitudetowardsallthosewhohaveofferedmesincereassistanceinthethreeyears.

Firstandforemost，myheartythanksgotomysupervisor，ProfessorZhangRuwen，whohasgivenmeinsightfulsuggestionsandconstantencouragementbothinmystudyandinmylife.Furthermore，ProfessorZhang'spainstakingteachingandvaluableadvicehaveprofoundlycontributedtothecompletionofthepresentthesis.

Also，Iownmythankstoalltheprofessorswhohavetaughtandenlighteningmeduringmystudiesinthecampus，forguidingmeinthefieldofresearchwork，whichisbothchallengingandfantastic.TheexperienceandprofitIobtainedwillbeofgrandimportancetomyfurtherstudies.

Finally，Iamalsogratefultomyfamilyandfriends，whoencourageandsupportmeandsharewithmemyworries，frustrations，andhappiness.

論文致謝六：

Iwouldlikeexpressmygratitudetoallthosewhooffergreathelpformythesis.

Firstandforemost，mydeepestgratitudegoestomysupervisorProfessorYuMuhong，forhisfather-likeencouragementandguidance.Heprovidedmewithabundantsuggestionsandpricelesscriticismsformywritingofthethesis.Butforhisconstantpatientguidanceandenlightenment，thethesiswouldhavebecomeamissionimpossible.

MysincerethanksalsogototheteachersfromtheSchoolofForeignLanguagesofZhejiangUniversityofFinanceandEconomics，whojointlyledmeintotheholytempleofacademicfield.Here，IwanttosendmygratefulnesstothoserespectedteacherslikeProf.WangBaorong，Prof.LiChangbao，Prof.ChenXianghong，Prof.ShaoYouxue，Prof.TengChao，Prof.CenQunxiaetc.Thankyouforyourbeingwithmeandbeingthewitnessesforthebirth，growthandperfectionofmythesis.

篇9

市場(chǎng)營(yíng)銷(xiāo)論文2000字(一)：基于學(xué)生職業(yè)能力培養(yǎng)目標(biāo)的市場(chǎng)營(yíng)銷(xiāo)教學(xué)探微論文

摘要基于學(xué)生職業(yè)能力培養(yǎng)目標(biāo)在市場(chǎng)營(yíng)銷(xiāo)教學(xué)模式改革的意義，本文將會(huì)對(duì)市場(chǎng)營(yíng)銷(xiāo)教學(xué)模式進(jìn)行創(chuàng)新研究，使得能夠在加強(qiáng)培養(yǎng)學(xué)生職業(yè)能力的力度時(shí)，達(dá)到學(xué)生市場(chǎng)發(fā)展適應(yīng)程度的增強(qiáng)，以此來(lái)實(shí)現(xiàn)對(duì)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)學(xué)生綜合能力的培養(yǎng)。

關(guān)鍵詞職業(yè)能力市場(chǎng)營(yíng)銷(xiāo)目標(biāo)培養(yǎng)

中圖分類(lèi)號(hào)：G642文獻(xiàn)標(biāo)識(shí)碼：A

教育是對(duì)各領(lǐng)域人才進(jìn)行培養(yǎng)的一大重要工程。在現(xiàn)如今這個(gè)迅速發(fā)展的時(shí)代，消費(fèi)者的需求也在不斷的變化，而在這樣的變化當(dāng)中，最需要的就是綜合素質(zhì)較強(qiáng)的營(yíng)銷(xiāo)人才?；诖?，各個(gè)高校在對(duì)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)學(xué)生進(jìn)行培養(yǎng)時(shí)，就要以現(xiàn)代經(jīng)濟(jì)環(huán)境為依據(jù)，以市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)的實(shí)踐性和應(yīng)用性等特點(diǎn)為前提，對(duì)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教學(xué)模式進(jìn)行創(chuàng)新，使得課堂教學(xué)能夠在與市場(chǎng)需求的變革相適應(yīng)的情況下，實(shí)現(xiàn)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)學(xué)生對(duì)市場(chǎng)發(fā)展了解程度的加強(qiáng)，從而達(dá)到學(xué)生專(zhuān)業(yè)知識(shí)和職業(yè)技能的高效提升。

1基于學(xué)生職業(yè)能力培養(yǎng)目標(biāo)的市場(chǎng)營(yíng)銷(xiāo)教學(xué)模式改革的意義

市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)實(shí)際上是外來(lái)專(zhuān)業(yè)，其在我國(guó)高等教育學(xué)科專(zhuān)業(yè)領(lǐng)域的時(shí)間并不如其他專(zhuān)業(yè)時(shí)間那樣長(zhǎng)，以致在實(shí)際的市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)學(xué)科體系建構(gòu)中存在著較多的問(wèn)題。而隨著我國(guó)市場(chǎng)經(jīng)濟(jì)和貿(mào)易的不斷發(fā)展，我國(guó)對(duì)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)人才的需求和要求也在不斷的提高。因而在這樣的情況下，就需要高校市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教師能夠以學(xué)生的職業(yè)能力為培養(yǎng)目標(biāo)，科學(xué)合理的改革其教學(xué)模式，使得能夠在將專(zhuān)業(yè)人才的培養(yǎng)效益進(jìn)行提高的情況下，對(duì)市場(chǎng)需求進(jìn)行相應(yīng)的滿(mǎn)足，從而在實(shí)現(xiàn)教育在社會(huì)功能方面作用的發(fā)揮時(shí)，達(dá)到市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)人才可持續(xù)發(fā)展的目的。當(dāng)然，要想保證市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)人才的可持續(xù)發(fā)展，就需要對(duì)學(xué)生的持續(xù)學(xué)習(xí)能力提供相關(guān)保障?；诖?，市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教師在培養(yǎng)學(xué)生時(shí)，就要對(duì)營(yíng)銷(xiāo)人才在市場(chǎng)動(dòng)態(tài)的分析和掌握方面給予重視，并在教學(xué)過(guò)程中，有意識(shí)的培養(yǎng)學(xué)生的相關(guān)經(jīng)驗(yàn)和市場(chǎng)分析能力。使得能夠在實(shí)現(xiàn)可持續(xù)職業(yè)發(fā)展能力營(yíng)銷(xiāo)人才這一培養(yǎng)目標(biāo)時(shí)，達(dá)到營(yíng)銷(xiāo)人才對(duì)市場(chǎng)發(fā)展的有效適應(yīng)

2基于學(xué)生職業(yè)能力培養(yǎng)目標(biāo)的市場(chǎng)營(yíng)銷(xiāo)教學(xué)策略

2.1在市場(chǎng)營(yíng)銷(xiāo)教學(xué)中進(jìn)行體驗(yàn)式教學(xué)

體驗(yàn)式教學(xué)是一種讓學(xué)生以自我為中心，對(duì)自己所需的專(zhuān)業(yè)知識(shí)進(jìn)行主動(dòng)學(xué)習(xí)，并對(duì)學(xué)生在學(xué)習(xí)中所進(jìn)行的體驗(yàn)給予重視的教學(xué)方式。這種教學(xué)方式可以讓學(xué)生模擬出市場(chǎng)的真實(shí)情景，并在以不同情景的模擬為依據(jù)的情況下，設(shè)定出相應(yīng)的任務(wù)角色，使得能夠在由學(xué)生進(jìn)行角色扮演時(shí)，實(shí)現(xiàn)學(xué)生對(duì)營(yíng)銷(xiāo)活動(dòng)中存在的問(wèn)題的有效處理。如此就不僅可以將真實(shí)的市場(chǎng)環(huán)境為學(xué)生模擬出來(lái)，還能夠幫助學(xué)生在體驗(yàn)過(guò)程中，理論知識(shí)運(yùn)用能力的提高，從而在加強(qiáng)學(xué)生對(duì)營(yíng)銷(xiāo)知識(shí)技能的掌握時(shí)，實(shí)現(xiàn)對(duì)學(xué)生職業(yè)能力的培養(yǎng)。

2.2在實(shí)際教學(xué)中改進(jìn)現(xiàn)代化教學(xué)手段

隨著現(xiàn)如今互聯(lián)網(wǎng)時(shí)代的到來(lái)，各種課程教學(xué)也已經(jīng)實(shí)現(xiàn)了線上和線下的結(jié)合。在這種結(jié)合當(dāng)中，市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)的教學(xué)也應(yīng)用進(jìn)了多種的現(xiàn)代化教學(xué)技術(shù)，像ERP的沙盤(pán)模擬、MOOC平臺(tái)的優(yōu)質(zhì)教學(xué)視頻、理財(cái)電子對(duì)抗實(shí)訓(xùn)室的運(yùn)用以及營(yíng)銷(xiāo)類(lèi)電子軟件的教學(xué)應(yīng)用等等，這些都是現(xiàn)代互聯(lián)網(wǎng)技術(shù)的教學(xué)手段。在這樣的教學(xué)手段當(dāng)中，市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)的實(shí)踐性特點(diǎn)和作用就被充分的發(fā)揮了出來(lái)，其不僅能夠?qū)?zhuān)業(yè)課程中教學(xué)案例的選取起著決定性作用，還能夠在互聯(lián)網(wǎng)技術(shù)和教學(xué)課堂中實(shí)現(xiàn)對(duì)各種最新信息的有效傳遞?；诖?，就需要市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教師能夠通過(guò)對(duì)市場(chǎng)營(yíng)銷(xiāo)現(xiàn)代化教學(xué)手段的改進(jìn)，加強(qiáng)對(duì)學(xué)生專(zhuān)業(yè)知識(shí)技能的講解，從而能夠在提高學(xué)生專(zhuān)業(yè)知識(shí)的掌握能力時(shí)，實(shí)現(xiàn)市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教學(xué)效率以及學(xué)生相關(guān)職業(yè)能力的提升。

2.3在課堂教學(xué)中促進(jìn)教學(xué)案例的更新

在市場(chǎng)營(yíng)銷(xiāo)教學(xué)當(dāng)中，教師應(yīng)該將學(xué)生掌握的理論知識(shí)向相關(guān)技能進(jìn)行轉(zhuǎn)變，而在這樣的轉(zhuǎn)變過(guò)程中，需要教師進(jìn)行相應(yīng)的案例教學(xué)。在市場(chǎng)營(yíng)銷(xiāo)教學(xué)中，案例教學(xué)就是不可缺少的課堂實(shí)踐環(huán)節(jié)，這個(gè)環(huán)節(jié)可以實(shí)現(xiàn)對(duì)學(xué)生理論知識(shí)運(yùn)用能力和分析能力的培養(yǎng)?；诖?，教師在選擇案例時(shí)，應(yīng)當(dāng)將具備新穎性和實(shí)用性的案例選取出來(lái)，這樣就可以激發(fā)學(xué)生對(duì)案例學(xué)習(xí)的興趣。如果說(shuō)教師在對(duì)案例進(jìn)行選取時(shí)，選擇的是最近發(fā)生的案例，那么學(xué)生在對(duì)其進(jìn)行體驗(yàn)和感受的同時(shí)就會(huì)增加自己當(dāng)事人的代入感，進(jìn)而也就可以實(shí)現(xiàn)案例分析教學(xué)情境性的增強(qiáng)。同時(shí)，教師在選擇了案例之后，還要對(duì)案例的分析和講解給予充足的重視。在講解案例時(shí)，教師應(yīng)該引導(dǎo)每一位學(xué)生進(jìn)行積極發(fā)言，并對(duì)學(xué)生不同的思考角度給予鼓勵(lì)，使得能夠在拓展學(xué)生思維方式和思維空間的同時(shí)，促進(jìn)學(xué)生思維能力的提高。而當(dāng)學(xué)生分析完成之后，教師就需要對(duì)學(xué)生進(jìn)行啟發(fā)和分析，并對(duì)自身觀點(diǎn)的相關(guān)信息進(jìn)行整理，然后在總結(jié)歸納對(duì)案例分析的講解時(shí)，促進(jìn)學(xué)生對(duì)理論知識(shí)和實(shí)踐技能的有效結(jié)合。通過(guò)這樣一系列的方式，就能夠在培養(yǎng)學(xué)生思維能力的情況下，實(shí)現(xiàn)學(xué)生的可持續(xù)發(fā)展，從而達(dá)到學(xué)生綜合能力的提升。

3結(jié)語(yǔ)

總之，高校的市場(chǎng)營(yíng)銷(xiāo)專(zhuān)業(yè)教師在對(duì)學(xué)生進(jìn)行教學(xué)時(shí)，需要將對(duì)學(xué)生職業(yè)能力的培養(yǎng)作為教學(xué)目標(biāo)，然后在以市場(chǎng)發(fā)展需求為基礎(chǔ)的情況下，培養(yǎng)學(xué)生的市場(chǎng)適應(yīng)能力。如此方能在提高學(xué)生職業(yè)能力的同時(shí)，實(shí)現(xiàn)學(xué)生在市場(chǎng)營(yíng)銷(xiāo)方面的可持續(xù)發(fā)展。

市場(chǎng)營(yíng)銷(xiāo)畢業(yè)論文范文模板(二)：大數(shù)據(jù)環(huán)境下的市場(chǎng)營(yíng)銷(xiāo)方式改革發(fā)展新方向論文

【摘要】隨著互聯(lián)網(wǎng)技術(shù)的高速發(fā)展，人們?cè)絹?lái)越關(guān)注市場(chǎng)的變化，大數(shù)據(jù)逐漸滲透到各行各業(yè)，為企業(yè)的發(fā)展注入了新的活力，管理人員也應(yīng)及時(shí)關(guān)注市場(chǎng)的變化，收集數(shù)據(jù)、分析數(shù)據(jù)，并且為企業(yè)找準(zhǔn)未來(lái)的發(fā)展方向，盡可能避免發(fā)展過(guò)程中可能會(huì)遇到的風(fēng)險(xiǎn)，從而促進(jìn)創(chuàng)新性發(fā)展。

【關(guān)鍵詞】大數(shù)據(jù)市場(chǎng)營(yíng)銷(xiāo)改革發(fā)展

前言

近年來(lái)，大數(shù)據(jù)發(fā)展勢(shì)頭迅猛，市場(chǎng)營(yíng)銷(xiāo)方式也發(fā)生了極大變革，通過(guò)大數(shù)據(jù)分析各行各業(yè)的變化，為企業(yè)發(fā)展精確定位客戶(hù)群，從而有效的提升企業(yè)的經(jīng)濟(jì)效益，大數(shù)據(jù)在市場(chǎng)營(yíng)銷(xiāo)中的作用也將持續(xù)擴(kuò)大，利用有價(jià)值的信息做出科學(xué)的決策，推動(dòng)企業(yè)的發(fā)展。

1.大數(shù)據(jù)的特點(diǎn)和價(jià)值

大數(shù)據(jù)在市場(chǎng)營(yíng)銷(xiāo)方式改革中發(fā)揮著重大作用，有效的推動(dòng)企業(yè)經(jīng)濟(jì)的發(fā)展。大數(shù)據(jù)具有信息量大，數(shù)據(jù)信息全面等特點(diǎn)，并且能夠減少極端數(shù)據(jù)對(duì)企業(yè)的影響，確保所得到的信息的高效準(zhǔn)確，同時(shí)采取計(jì)算機(jī)記錄信息的方式，能夠有效的避免人工收集信息的麻煩，提升數(shù)據(jù)的準(zhǔn)確性，分析市場(chǎng)需求、了解市場(chǎng)的情況，及時(shí)預(yù)測(cè)市場(chǎng)的發(fā)展趨勢(shì)，從而為企業(yè)市場(chǎng)營(yíng)銷(xiāo)方式的變革提供了借鑒，對(duì)于市場(chǎng)營(yíng)銷(xiāo)的定位更加準(zhǔn)確和高效，有力的促進(jìn)了經(jīng)濟(jì)的增長(zhǎng)。

2.大數(shù)據(jù)時(shí)代市場(chǎng)營(yíng)銷(xiāo)面臨的挑戰(zhàn)

2.1數(shù)據(jù)的真實(shí)性難以保障。大數(shù)據(jù)背景下，信息的數(shù)量和種類(lèi)眾多，并且難以區(qū)分真實(shí)性，企業(yè)想要獲得準(zhǔn)確真實(shí)的信息更是比較困難，大數(shù)據(jù)雖然具有海量收集數(shù)據(jù)的特點(diǎn)，但也無(wú)法通過(guò)分析抽樣數(shù)據(jù)的方式，得到當(dāng)前環(huán)境下的預(yù)測(cè)信息，從而導(dǎo)致未能對(duì)客戶(hù)進(jìn)行更加詳細(xì)準(zhǔn)確的定位，制定的營(yíng)銷(xiāo)方式不科學(xué)，增加了經(jīng)營(yíng)風(fēng)險(xiǎn)。[1]

2.2成本增加。大數(shù)據(jù)系統(tǒng)本身的成本就比較高，并且企業(yè)還要招聘專(zhuān)業(yè)的人員來(lái)負(fù)責(zé)這一領(lǐng)域，增加了人力成本，引入各類(lèi)專(zhuān)業(yè)技術(shù)，對(duì)數(shù)據(jù)進(jìn)行分析和管理，才能夠保持大數(shù)據(jù)系統(tǒng)的運(yùn)營(yíng)，因此增加了企業(yè)的成本支出。

2.3數(shù)據(jù)的安全性降低。在信息時(shí)代，大數(shù)據(jù)信息的傳輸主要依靠互聯(lián)網(wǎng)，因此數(shù)據(jù)的安全性得不到根本的保障，很多企業(yè)也因?yàn)槿狈ψ銐虻慕?jīng)驗(yàn)而使自身的發(fā)展受到威脅，同時(shí)計(jì)算機(jī)設(shè)備與信息技術(shù)在發(fā)展的過(guò)程中很容易遭受黑客襲擊，造成重要信息泄露，影響了市場(chǎng)營(yíng)銷(xiāo)數(shù)據(jù)信息的安全性，不利于市場(chǎng)營(yíng)銷(xiāo)數(shù)據(jù)的分析。

3.大數(shù)據(jù)對(duì)市場(chǎng)營(yíng)銷(xiāo)方式變革的影響

3.1產(chǎn)品策略。我國(guó)目前經(jīng)濟(jì)發(fā)展較為穩(wěn)定，人們的經(jīng)濟(jì)水平提升，對(duì)于產(chǎn)品的質(zhì)量也有了更高的要求，并且逐漸向產(chǎn)品創(chuàng)新靠攏，個(gè)性化的產(chǎn)品與服務(wù)已經(jīng)成為了經(jīng)濟(jì)發(fā)展的重要部分，市場(chǎng)影響的方式也發(fā)生了變革，通過(guò)大數(shù)據(jù)來(lái)開(kāi)展個(gè)性化的營(yíng)銷(xiāo)，掌握消費(fèi)者的購(gòu)物習(xí)慣和消費(fèi)喜愛(ài)，了解目前市場(chǎng)消費(fèi)的趨勢(shì)，從而幫助商品營(yíng)銷(xiāo)者更好地規(guī)劃營(yíng)銷(xiāo)計(jì)劃，最終制定出順應(yīng)市場(chǎng)發(fā)展的產(chǎn)品策略，促進(jìn)產(chǎn)品的銷(xiāo)售和經(jīng)濟(jì)的增長(zhǎng)。[2]

3.2渠道策略。隨著網(wǎng)絡(luò)的普及，市場(chǎng)營(yíng)銷(xiāo)的方式也逐漸發(fā)生了變化，從過(guò)去的線下?tīng)I(yíng)銷(xiāo)為主轉(zhuǎn)變?yōu)榫€上營(yíng)銷(xiāo)為主，通過(guò)使用大數(shù)據(jù)來(lái)分析消費(fèi)者線上的消費(fèi)習(xí)慣和購(gòu)買(mǎi)力，了解消費(fèi)者的潛在需求，從而幫助市場(chǎng)營(yíng)銷(xiāo)人員制定出專(zhuān)業(yè)化的營(yíng)銷(xiāo)策略，不斷擴(kuò)展?fàn)I銷(xiāo)渠道，對(duì)于線上的產(chǎn)品進(jìn)行詳細(xì)的分析，準(zhǔn)確定位，從而幫助企業(yè)制定出更加優(yōu)質(zhì)的線上營(yíng)銷(xiāo)管理模式，在大數(shù)據(jù)時(shí)代下，明確自身的發(fā)展定位，從而有針對(duì)性的投放廣告，實(shí)現(xiàn)產(chǎn)品的廣泛營(yíng)銷(xiāo)，增加曝光度，也提高產(chǎn)品的變現(xiàn)能力，為企業(yè)的穩(wěn)定發(fā)展奠定基礎(chǔ)。[3]

4.大數(shù)據(jù)時(shí)代下市場(chǎng)營(yíng)銷(xiāo)新思路

4.1挖掘潛在客戶(hù)。利用大數(shù)據(jù)挖掘出潛在的客戶(hù)，幫助企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)力占有一席之地，因此，除了提供良好的服務(wù)之外，潛在客戶(hù)的挖掘也是十分重要的。企業(yè)應(yīng)利用好大數(shù)據(jù)這一手段，挖掘潛在的客戶(hù)群體，拓寬自身的市場(chǎng)，從而增加企業(yè)利潤(rùn)；[4]還應(yīng)利用大數(shù)據(jù)對(duì)各種媒體、軟件進(jìn)行分析，與擁有穩(wěn)定用戶(hù)的APP建立合作，為企業(yè)做營(yíng)銷(xiāo)，也可以自主篩選潛在的客戶(hù)，為客戶(hù)推送與其相關(guān)的內(nèi)容，從而使企業(yè)的發(fā)展更加迅速有力。

4.2開(kāi)展精準(zhǔn)營(yíng)銷(xiāo)。近年來(lái)，市場(chǎng)競(jìng)爭(zhēng)日趨激烈，如果沒(méi)有穩(wěn)定的客戶(hù)群體或者是自身過(guò)硬的軟實(shí)力，都會(huì)快速被市場(chǎng)所淘汰，因此，企業(yè)必須了解客戶(hù)的喜好與需求，這樣才能將自己合適的產(chǎn)品推廣給客戶(hù)，同時(shí)還應(yīng)為客戶(hù)建立消費(fèi)檔案，對(duì)于不同年齡層和不同職業(yè)的客戶(hù)做出詳細(xì)的規(guī)劃，使用大數(shù)據(jù)，將大量的客戶(hù)信息進(jìn)行精準(zhǔn)的分析，對(duì)客戶(hù)進(jìn)行科學(xué)、合理的定位，從而有助于為客戶(hù)提供更加專(zhuān)業(yè)化的服務(wù)，實(shí)現(xiàn)精準(zhǔn)營(yíng)銷(xiāo)；[5]通過(guò)大數(shù)據(jù)分析客戶(hù)所瀏覽的網(wǎng)頁(yè)，所購(gòu)買(mǎi)商品的數(shù)量和種類(lèi)，從而精準(zhǔn)掌握客戶(hù)的消費(fèi)習(xí)慣與消費(fèi)偏好，也幫助設(shè)計(jì)者設(shè)計(jì)出客戶(hù)更加樂(lè)意購(gòu)買(mǎi)的產(chǎn)品，有助于個(gè)性化定制服務(wù)的開(kāi)展，從而贏得客戶(hù)信任，提升客戶(hù)滿(mǎn)意度，使精準(zhǔn)營(yíng)銷(xiāo)的作用得到充分的發(fā)揮。

4.3產(chǎn)品交叉銷(xiāo)售。通過(guò)開(kāi)展產(chǎn)品交叉銷(xiāo)售，能夠進(jìn)一步掌握消費(fèi)者的潛在消費(fèi)需求，加之通過(guò)大數(shù)據(jù)掌握的消費(fèi)者的消費(fèi)習(xí)慣，消費(fèi)行為更信息，對(duì)這些數(shù)據(jù)進(jìn)行綜合性的分析與考量，可以為消費(fèi)者提供更加專(zhuān)業(yè)的商品組合，使消費(fèi)者增加消費(fèi)需求，了解消費(fèi)者的消費(fèi)興趣，也有助于營(yíng)銷(xiāo)人員制定出最佳的商品營(yíng)銷(xiāo)方案，改善商品營(yíng)銷(xiāo)管理模式，從而有助于實(shí)現(xiàn)商品的交叉銷(xiāo)售，提升消費(fèi)者滿(mǎn)意度，也增加企業(yè)的經(jīng)濟(jì)利潤(rùn)，通過(guò)目前的發(fā)展情況來(lái)看，這一營(yíng)銷(xiāo)方式取得了不錯(cuò)的效果，在日后的發(fā)展中只要堅(jiān)持下去，就能夠擴(kuò)展發(fā)展空間，取得更大的經(jīng)濟(jì)效益。

篇10

關(guān)鍵詞：信守內(nèi)容意旨；遵從譯語(yǔ)習(xí)慣；切合語(yǔ)體語(yǔ)域

Abstract:Transmigration,anabstractwholeatlarge,istoogoodtobepracticalandsuchconcretesubwholesunder“goodtranslation”asfidelitytothesource-languagetextincontentandintention,grammaticalnormality,andlexicalappropriatenessaremoreworkableascardinalprinciplesoftranslation.

Keywords:fidelity;grammaticalnormality;lexicalappropriateness

翻譯是把一種語(yǔ)言文字所表達(dá)的意義用另一種語(yǔ)言文字表達(dá)出來(lái)，具體說(shuō)來(lái)，就是“換易言語(yǔ)使相解也”。①但是，如何用另一種語(yǔ)言文字把一種語(yǔ)言文字所表達(dá)的意義表達(dá)出來(lái)？“換易言語(yǔ)”之后是否能“相解”？“相解”的程度如何？這些問(wèn)題歸結(jié)起來(lái)無(wú)疑就是：翻譯的標(biāo)準(zhǔn)是什么？翻譯的方法應(yīng)如何？

嚴(yán)復(fù)是中國(guó)近代第一位系統(tǒng)介紹西方學(xué)術(shù)的啟蒙思想家，在介紹西學(xué)的同時(shí)提出了翻譯的標(biāo)準(zhǔn)—“信、達(dá)、雅”，對(duì)中國(guó)現(xiàn)代的翻譯實(shí)踐和理論研究影響巨大，“相信只要中國(guó)還有翻譯，總還會(huì)有人念‘三字經(jīng)’！”②

雖然嚴(yán)復(fù)持論有故，但認(rèn)真審視不難發(fā)現(xiàn)，“信、達(dá)、雅”實(shí)質(zhì)上既不是具有高度概括力的抽象標(biāo)準(zhǔn)，也不是具有切實(shí)指導(dǎo)性的具體標(biāo)準(zhǔn)，“從純理論的角度講，把信、達(dá)、雅并列起來(lái)作為翻譯標(biāo)準(zhǔn)是具有邏輯缺陷的，因?yàn)檫@似乎意味著：原文不達(dá)，也可以故意使之‘達(dá)’；原文不雅，也可以故意使之‘雅’。那么，這樣和‘信’字，豈不自相矛盾？”③

《論語(yǔ)·雍也》說(shuō)“質(zhì)勝文則野，文勝質(zhì)則史”，意謂樸實(shí)的內(nèi)容多于文采就未免粗野，文采多于樸實(shí)的內(nèi)容又未免虛浮。孔子提倡“文質(zhì)彬彬”，反對(duì)浮華的辭藻，所以說(shuō)“辭達(dá)而已矣”—言辭足以達(dá)意就可以了?！稜栄拧沸蝾}下疏說(shuō)：“爾，近也；雅，正也。言可近而取正也?！薄墩撜Z(yǔ)·述而》說(shuō)“子所雅言，《詩(shī)》、《書(shū)》、執(zhí)禮，皆雅言也”，其中的“雅言”是指區(qū)別于各地方言的“諸夏的話”—標(biāo)準(zhǔn)語(yǔ)，相當(dāng)于現(xiàn)在所說(shuō)的“普通話”。但是，嚴(yán)復(fù)的“雅”指的不是“利俗文字”—大眾的語(yǔ)言，而是“漢以前字法句法”。為了掩蓋“達(dá)”的矛盾，嚴(yán)復(fù)在“暢達(dá)”（如“顧信矣不達(dá)，雖譯猶不譯也，則達(dá)尚焉”）和“表達(dá)”（如“題曰達(dá)旨，不云筆譯”）之間周旋，取便發(fā)揮，借“辭達(dá)而已”求“信”—“為達(dá)即所以為信也”，借“言之無(wú)文，行之不遠(yuǎn)”求“雅”—“信達(dá)之外，求其爾雅”。不難看出，嚴(yán)復(fù)的邏輯是：要“信”則必須“達(dá)”，要“達(dá)”則必須“雅”，換言之，“雅”是“達(dá)”的條件，“達(dá)”是“信”的條件，“為達(dá)”最終成了“求雅”的借口：“用漢以前字法句法，則為達(dá)易；用利俗文字則求達(dá)難?！?/p>

與“并世譯才”的林紓相比，嚴(yán)復(fù)所譯的書(shū)總共不過(guò)八九種，而在其所譯的這八九種書(shū)中，只有《群學(xué)肄言》、《原富》、《群己權(quán)界論》和《社會(huì)通詮》四種“略近直譯，少可譏議”，④此前“題曰達(dá)旨，不云筆譯，取便發(fā)揮，實(shí)非正法”，⑤此后“中間義忄旨，則承用原書(shū)；而所引喻設(shè)譬，則多用己意更易。蓋吾之為書(shū)，取足喻人而已，謹(jǐn)合原文與否，所不論也”。⑥嚴(yán)復(fù)雖然提出“信、達(dá)、雅”，但他本人并未完全履行。

嚴(yán)復(fù)是在譯介西學(xué)的時(shí)候提出“信、達(dá)、雅”的，因此“信、達(dá)、雅”作為翻譯的標(biāo)準(zhǔn)完備與否，必須結(jié)合當(dāng)時(shí)特定的歷史背景來(lái)審視，不能簡(jiǎn)而單之地就事論事，從而忽視嚴(yán)復(fù)“辛苦辶多譯之本心”。

嚴(yán)復(fù)“竊以謂文辭者，載理想之羽翼”。⑦于是，從“達(dá)”來(lái)看，洋務(wù)派和傳教士翻譯的書(shū)“不合師授次第”，“不合政學(xué)綱要”，有悖“中學(xué)為體，西學(xué)為用”的目的，因而“非命脈之所在”。相比之下，“新西學(xué)”的命脈之所在則是“維新”，即運(yùn)用進(jìn)化論、天賦人權(quán)來(lái)反對(duì)天命論、君權(quán)神授論，用自然科學(xué)、機(jī)械唯物論來(lái)論證無(wú)神論，從而“開(kāi)民智，強(qiáng)國(guó)基”。正是“于自強(qiáng)保種之事”，嚴(yán)復(fù)才“反復(fù)三致意焉”。從根本上說(shuō)，嚴(yán)復(fù)的“辛苦辶多譯之本心”是“取便發(fā)揮”，其所謂“達(dá)旨”是“旨”在“達(dá)”資產(chǎn)階級(jí)民主主義理論的“民權(quán)平等之說(shuō)”、“資本主義上升時(shí)期的自由主義與功利主義學(xué)說(shuō)和自然科學(xué)及其方法論。

從“雅“來(lái)看，嚴(yán)復(fù)以“雅言”來(lái)“達(dá)旨”是“夫固有所不得已也”，因?yàn)楫?dāng)時(shí)的白話遠(yuǎn)未成熟，飽讀先秦詩(shī)書(shū)，受古文的熏陶而成積習(xí)，搖頭晃腦地讀起古書(shū)來(lái)連平仄也都留心的老夫子大抵不常接觸“利俗文字”，對(duì)“利俗文字”的運(yùn)用不像對(duì)古文的運(yùn)用得心應(yīng)手，但又要翻譯，不得已就只能在“利俗文字”和“古文”之中擇取后者了，不僅翻譯的時(shí)候，甚至在日常寫(xiě)作中，大概也會(huì)覺(jué)得用“用漢以前字法句法，則為達(dá)易”。更重要的是，作為復(fù)古的維新改良派，嚴(yán)復(fù)的翻譯所針對(duì)的讀者是操“雅言”的士大夫階層，為了使他們能夠看自己所譯的書(shū)，最好的辦法莫過(guò)于先用“雅言”來(lái)吸引他們，借“雅”以破啟錮閉，從而使頑固保守的士大夫階層樂(lè)于接受西方學(xué)理，正如嚴(yán)復(fù)在其《與梁任公論所譯〈原富〉書(shū)》中所言：“吾譯正以待多讀中國(guó)古書(shū)之人”，“若徒為近俗之辭，以便市井鄉(xiāng)僻之學(xué)，此于文界，乃所謂凌遲，非革命也?！币徽Z(yǔ)道破天機(jī)！嚴(yán)復(fù)的“雅”誠(chéng)可謂用心良苦：從表達(dá)形式入手，使士大夫們認(rèn)為“足與周秦諸子相上下”而最終“傾倒”。當(dāng)然，嚴(yán)復(fù)畢竟是帶有復(fù)古思想的維新改良主義者，后來(lái)又淪為保守派，不懂得“利俗文字”是歷史的必然，更不懂得“利俗大眾”是歷史的推動(dòng)者。

單純從翻譯標(biāo)準(zhǔn)的角度審視，“若是全盤(pán)而真實(shí)地‘信’了，把原作的思想感情，意思之最微妙的地方，連它的文字的風(fēng)格、神韻都傳達(dá)了出來(lái)，則不但‘順’沒(méi)有問(wèn)題，就是所謂‘雅’（如果原作是‘雅’的話）也沒(méi)有問(wèn)題?！拧?、‘達(dá)’（順）、‘雅’三字，實(shí)在作到一個(gè)‘信’就都有了。”⑧從這個(gè)意義上說(shuō)，嚴(yán)復(fù)的“信、達(dá)、雅”在邏輯上確實(shí)“先天不足”。

早在光緒二十年（1894年），馬建忠（1845-1900）就在其《擬設(shè)翻譯書(shū)院議》中對(duì)翻譯進(jìn)行了深入的探討，提出了“善譯”的標(biāo)準(zhǔn)：

夫譯之為事難矣，譯之將奈何？其平日冥心鉤考，必先將所譯者與所以譯者兩國(guó)之文字深嗜篤好，字櫛句比，以考彼此文字孳生之源，同異之故，所有相當(dāng)之實(shí)義，委曲推究，務(wù)審其音聲之高下，析其字句之繁簡(jiǎn)，盡其文體之變態(tài)，及其義理粗深?yuàn)W折之所由然。夫如是，則一書(shū)到手，經(jīng)營(yíng)反復(fù)，確知其意旨之所在，而又摹寫(xiě)其神情，仿佛其語(yǔ)氣，然后心悟神解，振筆而書(shū)，譯成之文，適如其所譯而止，而曾無(wú)毫發(fā)出入于其間，夫而后能使閱者所得之益，與觀原文無(wú)異，是則為善譯也已……。

在這段文字中，馬建忠不僅指出了“善譯”的條件—自如駕馭“所譯者與所以譯者兩國(guó)之文字”的能力，而且指明了“善譯”的過(guò)程—“一書(shū)到手，經(jīng)營(yíng)反復(fù)，確知其意旨之所在，而又摹寫(xiě)其神情，仿佛其語(yǔ)氣”。對(duì)原文能夠達(dá)到“心悟神解”的程度，翻譯起來(lái)就自然能夠“振筆而書(shū)”，“譯成之文”就自然能夠成為“善譯”了—“無(wú)毫發(fā)出入于其間，夫而后能使閱者所得之益，與觀原文無(wú)異。”

馬建忠的“善譯”，一言以蔽之，即是“信”—從內(nèi)容意旨到風(fēng)格效果無(wú)所不信，較諸嚴(yán)復(fù)的“信、達(dá)、雅”則更具高度抽象的概括力，使“直譯”、“意譯”和“信、達(dá)、雅”在“無(wú)毫發(fā)出入于其間……與觀原文無(wú)異”中得到了統(tǒng)一。如果說(shuō)“直譯”是為了“信”而“意譯”是為了“達(dá)”的話，那么，既然譯者已經(jīng)“確知其意旨之所在，而又摹寫(xiě)其神情，仿佛其語(yǔ)氣”，并達(dá)到了“心悟神解”的程度，“信”自然就不會(huì)成為問(wèn)題；既然譯者已經(jīng)“考彼此文孳生之源，同異之故，所有相當(dāng)之實(shí)義，委曲推究”，又“審其音聲之高下，析起其字句之繁簡(jiǎn)，盡其文體之變態(tài)，及其義理精深?yuàn)W折之所由然”，則“達(dá)”自然也不會(huì)成為問(wèn)題。同時(shí)，以譯者能夠“摹寫(xiě)其神情，仿佛其語(yǔ)氣”為前提，原文“雅”，“譯成之文”則定然不會(huì)“俗”，反之，原文“俗”，“譯成之文”也定然不會(huì)“雅”。

馬建忠的“善譯”無(wú)疑就是翻譯的最高境界，無(wú)論是奈達(dá)的“等效”，還是傅雷的“神似”，抑或錢(qián)鐘書(shū)的“化境”，均未跳出“善譯”的圈子。然而，在實(shí)際翻譯活動(dòng)中如果采用“善譯”—或者“等效”、“神似”、“化境”—作為標(biāo)準(zhǔn)去衡量譯文，可以斷言，沒(méi)有任何譯文能夠“達(dá)標(biāo)”，因?yàn)椤皬氐缀腿康摹遣豢蓪?shí)現(xiàn)的理想”⑨。雖然高標(biāo)準(zhǔn)是為了嚴(yán)要求，但是既然“法乎其上”最終也只是“僅得其中”，那么與其取法“不可實(shí)現(xiàn)的理想”毋寧提出切實(shí)具體的要求作為翻譯的基本原則：1）信守原文的內(nèi)容意旨；2）遵從譯語(yǔ)的語(yǔ)言習(xí)慣；3）切合原文的語(yǔ)體語(yǔ)域。

有人偏重“精心的再創(chuàng)造”，視翻譯為藝術(shù)；有人偏重“一定的客觀規(guī)律”，視翻譯為科學(xué)。但是，不管視為藝術(shù)，還是視為科學(xué)，翻譯的根本任務(wù)即在于“傳真”，譯者不能充當(dāng)“說(shuō)謊的媒婆”，⑩否則就會(huì)怨偶無(wú)數(shù)。翻譯無(wú)非是用新瓶子裝舊酒，雖然瓶子—語(yǔ)言文字類(lèi)型—換了，但是酒—內(nèi)容風(fēng)格效果—卻不能變。

翻譯必須“忠實(shí)”，這是共識(shí)。但是，“忠實(shí)”什么？“忠實(shí)”的應(yīng)該是原文的內(nèi)容意旨和風(fēng)格效果，而不是原文的語(yǔ)言表達(dá)形態(tài)。如果斤斤于原文的語(yǔ)言表達(dá)形態(tài)，譯文無(wú)疑就會(huì)“異彩紛呈”，因“隔閡”而不“合格”。譯文的語(yǔ)言表達(dá)如果連“貫通”都做不到，讀者還怎么去“融會(huì)”？結(jié)果又怎么可能“與觀原文無(wú)異”？語(yǔ)言文字類(lèi)型不同，語(yǔ)言表達(dá)習(xí)慣也就大不相同。

吳巖出其《從所謂“翻譯體”說(shuō)起》中針對(duì)操漢語(yǔ)的譯者將外語(yǔ)譯成漢語(yǔ)的情況一針見(jiàn)血地指出了“翻譯體”的實(shí)質(zhì)：一些譯者“一條腿走路”，“未能辯證地對(duì)待兩種語(yǔ)言文字”，譯文“是外國(guó)化了的中文”，未能“忠實(shí)地融會(huì)貫通地把原作翻譯和表達(dá)出來(lái)”。葉圣陶稱(chēng)自己“不通一種外國(guó)語(yǔ)，常?？葱┓g東西”，在《談?wù)劮g》一文中坦言“正因?yàn)椴煌ㄍ鈬?guó)語(yǔ)，我才要讀譯本呢”，揭示出這樣一個(gè)淺顯的道理：“別人不懂外文，所以要請(qǐng)教你譯；如果大家懂得，就不必勞駕了?！闭菓{著“不通一種外國(guó)語(yǔ)”的“外行”眼光，葉圣陶才看到并指出了問(wèn)題的實(shí)質(zhì)。葉圣陶的核心思想是反對(duì)“死翻”?！八婪保谎砸员沃?，就是“用中國(guó)字寫(xiě)的外國(guó)話”?！案鞣N語(yǔ)言的語(yǔ)言習(xí)慣都是相當(dāng)穩(wěn)定的”，“既然是兩種語(yǔ)言，語(yǔ)法方面，修辭方面，選詞造句方面，不同之處當(dāng)然很多”，“同樣一個(gè)意思，運(yùn)用甲種語(yǔ)言該怎么樣表達(dá)，運(yùn)用乙種語(yǔ)言該怎么樣表達(dá)”，不能“死翻”，即便“接受外來(lái)影響”，也“要以跟中國(guó)的語(yǔ)言習(xí)慣合得來(lái)為條件”。據(jù)葉圣陶想，“翻譯家是精通兩種語(yǔ)言的人，也就是能運(yùn)用兩種語(yǔ)言來(lái)思維，來(lái)表達(dá)的人”，反觀之，“能運(yùn)用兩種語(yǔ)言來(lái)思維，來(lái)表達(dá)的人”才算是“精通兩種語(yǔ)言的人”，“精通兩種語(yǔ)言的人”才能成為“翻譯家”。葉圣陶的意思是：“死翻”者自然成不了“翻譯家”，之所以成不了“翻譯家”，其根本原因就在于不精通兩種語(yǔ)言，不能運(yùn)用兩種語(yǔ)言來(lái)思維、表達(dá)，而不精通兩種語(yǔ)言，不能運(yùn)用兩種語(yǔ)言來(lái)思維、表達(dá)，最終結(jié)果就只能是“死翻”—“用中國(guó)字寫(xiě)的外國(guó)話”。

吳巖以“內(nèi)行”的眼光審視“外國(guó)化了的中文”，站在“辯證地對(duì)待兩種語(yǔ)言文字”的思想認(rèn)識(shí)高度來(lái)批語(yǔ)“翻譯體”，指出：“根據(jù)中國(guó)語(yǔ)言文字的特點(diǎn)，忠實(shí)地融會(huì)貫通地把原作翻譯和表達(dá)出來(lái)”。葉圣陶以“外行”的眼光旁觀“用中國(guó)字寫(xiě)的外國(guó)話”，立足于“精神兩種語(yǔ)言”的基本條件來(lái)批評(píng)“死翻”，指出：“各種語(yǔ)言的語(yǔ)言習(xí)慣都是相當(dāng)穩(wěn)定的，咱們接受外來(lái)影響要以跟中國(guó)的語(yǔ)言習(xí)慣合得來(lái)為條件”。吳巖與葉圣陶二人看問(wèn)題的角度不同，觀點(diǎn)卻完全一致：“根據(jù)中國(guó)語(yǔ)言文字的特點(diǎn)”并“跟中國(guó)的語(yǔ)言習(xí)慣合得來(lái)”。吳巖和葉圣陶所針對(duì)的是操漢語(yǔ)的譯者將外語(yǔ)譯成漢語(yǔ)的情況，主張譯文要“根據(jù)中國(guó)語(yǔ)言文字的特點(diǎn)”，要“跟中國(guó)的語(yǔ)言習(xí)慣合得來(lái)”。若就“所譯者”和“所以譯者”而言，吳巖和葉圣陶的主張無(wú)非是：遵從譯語(yǔ)的語(yǔ)言習(xí)慣！