2006年第5期 中英文摘要
国际商业技术 INTERNATIONAL BUSINESS & TECHNOLOGY
加强上海的海洋科学技术研究
—— 建立海洋观测系统和“数字海洋” ....24
The Urgent Need to Improve Coastal Ocean Research in Shanghai
-The Concept of Coastal Ocean Observing System and Digital Ocean
摘要：提出了上海加大力度进行海洋、尤其是近海的科学技术研究，从而肩负起改善海洋环境、促进海洋经济发展、参与全球化海洋课题研究等重任的意义。建议上海从逐步建立近海海洋观测系统，以“数字海洋”为目标，致力于海洋科学技术的研究。
Abstract: The article discussed the necessity for Shanghai to improve its
coastal ocean research and take the responsibility of improving ocean
environment, developing ocean economics and joining worldwide ocean research
topics. We suggest that Shanghai start from gradually establishing a coastal
ocean observing system, aiming at the final realization of 慏igital Ocean? to
emphasize on ocean research.
关键词：海洋观测系统 数字海洋
Keywords: Ocean Observing System, Digital Ocean
上海杂感
— 从“市民生活”的公共视角看社会系统的必要性....26
Impression on Shanghai
- The Necessity of the Social System from the Aspect of the Citizen Life
摘要：第一次造访上海，印象很好。同时，从环境角度看到了不少不足之处，尤其是生活用水的质量问题。由此，提出了建立有效的社会系统的必要性，应该尽快从优先经济变为优先环境。
Abstract: Although have a good impression after the first visit on Shanghai, the
author points out the negative side in environment, especially the quality of
drinking water. Thus, he highlights the necessity of establishing an effective
social system, transferring 'economic priority' to 'environmental priority' as soon
as possible.
关键词：上海印象 生活用水质量 社会系统 环境优先
Keywords: Shanghai impression, drinking water quality, social system,
environmental priority
零售商的困惑 供应商的无奈
—对当前零供矛盾的探讨....28
Retailers Getting into Knots while Suppliers Having no Alternative
- The Discussion on Today's Contradiction betweenRetailer and Supplier
摘要：从构建和谐社会的高度，提出要从深层次探讨如何调控和规范零供关系。从经济、社会发展的大背景下，分析了我国零供矛盾的演变和成因。针对零售商资金不足这一关键性问题，提出应加大对零售商业的信贷力度，重视发展商业信用融资制度。
Abstract: From the aspect of building harmonious society, the author holds that
how to control and regulate the relationship of retailer and supplier should be
discussed from a high level. Under the background of the economic and social
great development, the author analyzes the changes and the cause of the
contradiction in China. Confronted with the key problem of the retailer capital
insufficiency, the credit of retailing should be strengthened, and the
commercial credit financing system development should be emphasized.
关键词：零供关系 矛盾成因 资金不足 解决途径
Keywords: relationship between retailer and supplier, cause of contradiction,
capital insufficiency, solution
零售企业的市场营销....32
Retail Corperation's Marketing
摘要：零售企业的市场营销，首先要“听”— 顾客调查；经过“想”—分析思考；然后再“说”—
宣传推广。在企业刚开业阶段和每隔一段时间，要着重做“定位营销”或“品牌营销”；在日常运营中，则选择恰当时机，做“促销营销”。
Abstract: The marketing of the retail corperation should follow such steps
below. First, 'listen'-Consumers survey; Second, 'think'-Analyze the feelings;
Lastly, 'speak'-Advertising & Promotion. It is highlighted to practise
'positioning marketing' or 'brand marketing' at the beginning of a corporation
and after a certain period. While in daily operation, 'promotion marketing'
should be carried out at a proper timing.
关键词：市场营销 顾客调研 定位营销 品牌营销 促销营销
Keywords: marketing, consumers survey, positioning marketing, branding
marketing, promotion marketing
商业供应链 自动订购模式系统的实现....39
The Auto-Order Mode System Realization of Commercial Supply Chain
摘要：由于供应链上下游企业在管理模式、经营习惯和信息系统等方面的不统一，逐步形成了门店订购、总部订购与自动订购3种不同的订购模式。通过对3种订购模式的比较和分析，我们不难发现自动订购在精确要货、规范配送、加强采购管理等方面具有明显的优势。它是提高供应链效率和效益的有效途径。
Abstract: Due to the disunity between the upriver corperations and the downriver
corperations in term of management mode, operation habit and information system,
there comes the three different order modes of store order, headquarters order
and auto-order. By comparing and analyzing the three order modes, we can ea-sily
find the visible advantages of auto-order in exact goods asking-for, regular
distribution, strengthened purchase management. The auto-order is an effective
approach to improving the efficiency and the benefit of supply chain.
关键词:供应链、订购模式、自动订购系统实现
Keywords: supply chain, order mode, auto-order mode system realization
品牌与优惠齐飞 景色共便捷一体
——访上海奥特莱斯品牌直销广场董事长陈恂尧....43
Brand at Favourable Price,Scenery Uninterrupted with Convenience —The Interview with Mr. Chen Xunyao, Chair
摘要：通过专访，介绍了上海奥特莱斯品牌直销广场作为OUTLETS这一新型零售业态的代表，在品牌和折扣方面的优势，其独具风格的建筑、环境，以及便捷的交通。
Abstract: The interview introduces the advantages of Shanghai Outlets Brand
Direct Sale Plaza, a new retail format of outlets, in terms of the brands, the
discount and the unique architecture, environment and the convenient
transportation.
关键词：品牌直销 折扣 建筑 交通
Keywords: brand direct sale, discount, architecture, transportation
企业家如何打造个人品牌 上....48
How Could Enterpriser Create Personal Brand I
摘要：通过国际、国内的一系列实例说明：打造“企业家品牌”对于提升企业、产品品牌有着密切的关联和积极的促进作用。在我国，当人们真正认识到企业家形象包装是企业整合营销的需要，企业家品牌营销就可能在中国开创一个全新的局面。
Abstract: By illustrating a series of international and domestic examples, the
article illuminates that there is the close relationship between creating the
brand of enterpriser and promoting the brand of enterprise and products. In
China, only people realize that the enterpriser抯 image is crucial to marketing
intergration, could the marketing of enterpriser brand see a new landscape.
关键词：企业家品牌 企业品牌 互动作用
Keywords: brand of enterpriser, brand of enterprise, effect of interaction
以法制化管理促进商业有序发展
—法国《鲁瓦耶法》、《拉法兰法》的简介 ....52
Promote Regular Commercial Development through Law-Based Management - Brief Introduction of Royer Law and Raffarin Law of France
摘要:
简要介绍了法国两部规范商业设施建设的法律的主要内容和实施举措。由此可以看出，以法制化管理促进商业有序发展的途径和实践经验。
Abstract:This article introduces the major contents and the implementary
measures of two French laws of construction of commercial establishments. Thus
it provides some approaches and practise experiences on promoting regular
commercial development through law-based management.
关键词：法国 《鲁瓦耶法》 《拉法兰法》 商业设施建设 法制化管理
Keywords: France, Royer Law, Raffarin Law, construction of commercial
establishments, law-based management
日本便利店的业态创新....65
The Format Creation of Convenient Stores in Japan
摘要：面对激烈的市场竞争，日本的诸多便利店连锁企业正在从多方面进行锐意改革，挖掘潜力，创新业态，开拓客源。 Abstract：Confronted with the increasing market competition, many of the convenient stores in Japan have been carrying on thorough reform from various aspects so as to develop potential, creat format and expand customer basis.
关键词：日本 生鲜便利店 店内烹饪 超级便利店 商品开发 业态创新
Keywords: Japan, fresh food convenient store, in-store cooking, super convenient store, product development, format creation
上海第三产业2006年上半年发展情况 与下半年完成预计....68
The Tertiary Industry Development Status of Shanghai in the First Half of 2006 and the Forecast of the Accomplishment in the Latter Half
摘要：分析了今年上半年上海第三产业的运行特点，介绍了六大主要行业的发展情况，对下半年第三产业发展态势作了预测，并提出了当前需要关注的主要问题。
Abstract: The article analyzes the operational characteristics of the tertiary
industry of Shanghai in the first half of this year, including the development
status of the six major industries. Meanwhile, it forecasts the development
trend of the tertiary industry in the latter half of the year, bringing forward
the principal issues which are needed to be paid attention to currently.
关键词：上海 第三产业 上半年发展情况 下半年完成预计
Keywords: Shanghai, the tertiary industry, the development of the first half
year, the forecast of the latter half year
《国际商业技术》理事会
Members of the Journal Council