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但是一定要注意，此处的总结一定要简洁精炼，语言一定要跟主体部分有所区别，点与点之间的连贯性也要更加明显。对于一些专有名词可以重复使用，此外的部分能换则换;对于主体部分引用的secondary sources也要有选择性地放在总结部分，一般只要提及引用来源的名字即可。 原则2、展望未来可以有，但要注意措辞 展望未来部分一般会放在Essay最后的最后写，即便对于上万字的论文，也绝对不会超过一到两段。展望的内容必须建立在你的Essay写作基础之上，为其他研究者指出一条可以继续研究的道路。注意：一定不能让读者感觉你的展望内容实际上完全应该包含在你的这篇文章当中，但你只是没有做够功课而已所以才没有多说。最稳妥的方法就是略微提及一些相关的研究方法，或者是一些由于客观条件限制导致的目前研究的一些还可以完善的点。 另外还要注意，一定不要为了让自己显得考虑全面而加入新观点。否则一是会让读者感觉你的文章结构比较混乱，而是会给人带来一种“作者没有做够功课，只是现在想补一句而已”的印象。除此之外，加入新观点也很有可能会让整篇Essay到最后反而离题，可以说是得不偿失。 原则3、结尾部分长度一定要短 对于几千字的Essay，conclusion一般只有一段，而且长度会显著低于主体段的长度，一定会是主体段的二分之一或以下;同理，对于上万字的文章，结尾部分也会比主体部分短很多，一般来说结构就是：总结中心观点+总结分论点1+总结分论点2+总结分论点3+简短展望。conclusion过长会显得作者缺乏总结能力，并且会加入一些不必要的细节，浪费可用字数。 MBA专业essay范文：Consumer behavior in Marketing 这篇论文讨论了市场营销中的消费者行为。在进入市场之前，营销者要先对市场进行调查研究，从而依据产品特性和不同消费者的购买差异对市场主体进行细分。通过细分去分析和了解各个群体的需求和各个市场的竞争情况。而目标市场一旦确定，就需要根据目标市场选择的情况来确定目标市场上的营销策略。 With the advent of economic globalization and knowledge economy era, Chinese enterprises are facing the change of international and domestic business environment, the competition between enterprises is more and more fierce, marketing strategy has become an important link in the management of companies, more and more attention to the company managers, so the marketing management can not only isolate the research market and enterprise itself, In order to play an important role in marketing, consumers and their behavior can be studied comprehensively and profoundly. Marketers should first study the market before they enter the market and subdivide the market subject according to the characteristics of the product and the difference of purchasing between different consumers. The segmentation can effectively analyze and understand the needs of each group and the competition situation of each market. Once the target market is determined, the marketing strategy in the target market needs to be determined according to the target market selection. Enterprise pricing must be based on the price elasticity of demand, that is to understand the market demand for price changes response, the use of flexible pricing techniques, and competitors to fight price. Business in the price war must be cautious, to avoid a lose-lose. The long-term vision, not because of lower prices and lower product quality. The quality of the product is the first factor to decide the marketing. Enterprises to survive, develop and grow, we must have high-quality products as the basis. Enterprises in the planning to enter the market, occupy the market and expand the share must establish the concept of quality first, and take it as a fundamental development. Product innovation in the fierce competition, the product life cycle is increasingly shortened today, the new product innovation speed once slowed down, may lead to product development failure. After-sale service is the third important factor to determine the sales situation beyond the product quality and exterior design. Want to make the enterprise's products enduring, on the one hand to continuously improve the level of technology, improve the production process level, and then improve the quality of products, and constantly improve the image design, improve customer appeal to the product. On the other hand, is to improve after-sales service work. When the customer purchased the product is defective, should immediately door-to-door service, attitude should be warm and thoughtful service. To fulfill the promise, according to the provisions of the return of the returned goods, the warranty, the cost should be reasonable, to speak of credit, maintain corporate image. Enterprises want to make people know the name of the product, familiar with the use of products, performance, quality, induce people's desire to buy. So advertising is very important. However, advertising must follow the following principles: first of all, to be realistic, not to deceive consumers, and second creative to be innovative, to attract the attention of the audience. When people evaluate the candidate goods, Cultural Values act in many ways in the individual purchase policy. The demand of the product function and appearance of the consumer is different because of the difference of cultural value. With the different cultural values, consumers of the purchase of products are not the same way, if enterprises do not pay attention to this, may cause unexpected trouble. Therefore, should be tailored to the habits of consumers in different regions to develop their products. There are differences in the choice and use of products by consumers from different social strata. For example, in the home, clothing and furniture, etc. can show status and identity of the purchase of products, different levels of consumer difference is more obvious. Top consumers of these needs of high-grade and high-grade, middle-level consumers generally have a lot of deposits, housing is also very good, but the interior decoration is not very exquisite, the demand for high-grade goods is not a lot, the lower level of consumers are relatively low requirements. Social strata affect individual leisure activities in many ways. Members of the upper class are engaged in occupations that generally have little physical activity, and as compensation, they are often engaged in demanding arms, fast-moving legs such as jogging, swimming, etc. Lower-level social members tend to engage in group or group sports, and middle-level consumers are the main users of commercial leisure and public facilities such as public swimming pools, parks, museums and so on. With the development of the Times, in the competitive market economy, the enterprise must realize the value of the product and gain the benefit in order to develop continuously. The modern market economy consumer is the dominant force of the market, and Consumer's consumer psychology more and more shows diversity, individuation, humanism characteristic. To be successful, an enterprise must be associated with a potential consumer of multiple psychological needs. To this end, marketing must revolve around the following: In the buyer's market conditions, no enterprise can meet the overall needs of a market, and at the same time, any kind of demand can not be met by a single enterprise. First, enterprises should be based on extensive market research, to scientifically and effectively subdivide a whole market and select one or several subdivided markets as their target market, to centralize marketing; Secondly, on the basis of centralized marketing, enterprises should highlight the difference between their products and competitors, The advantage of competition by difference. The price of the product is the information that consumers pay attention to when they buy. Marketing should be in accordance with the needs of the market and the psychological needs of consumers at that time, the different levels of affordability of consumers, to provide a variety of prices of products. At the same time, can be fully aware of consumer psychology preferences, to do a certain price or price adjustment, conducive to product realization value, but also to obtain a certain profit. In the marketing process, the detailed analysis of consumer psychological needs, scientific and appropriate use of communication marketing skills, is conducive to promoting the realization of marketing benefits. Maintaining existing customers and establishing customer loyalty is an important content of modern enterprise marketing activities. Through the service marketing to make the customer's shopping defect to zero, so that customers on the enterprise's products to form a preference and loyalty to the increasingly complex competition in an invincible position. Enterprises to occupy the market must do a good job of investigation and prediction, it is necessary to product quality, appearance, publicity, marketing methods, price strategy, marketing methods, after-sales service efforts, detailed research, formulate a set of practical, long-term marketing strategy. Today, the customer has become the center of the market, an enterprise to succeed, in order to be in the fierce competition today to stop the heel, it is time to customer-centric, the various needs of cons. |
