1. 本科品牌營銷的畢業論文文獻綜述誰能給我找一篇啊就文獻綜述！包括參考文獻在內。4000字的。
南郵的吧你
2. 互聯網視角下三隻松鼠品牌營銷探討碩士論文文獻綜述2015年到2017年國內外文獻綜述
你可以告訴我具體的排版格式要求，文獻綜述想寫好，先要在圖書館找好相關資料，確定好題目與寫作方向。老師同意後在下筆，還有什麼不了解的可以直接問我，希望可以幫到你，祝寫作過程順利。
如何做文獻綜述
首先需要將「文獻綜述（ Literature Review) 」與「背景描述 (Background Description) 」區分開來。我們在選擇研究問題的時候，需要了解該問題產生的背景和來龍去脈，如「中國半導體產業的發展歷程」、「國外政府發展半導體產業的政策和問題」等等，這些內容屬於「背景描述」，關注的是現實層面的問題，嚴格講不是「文獻綜述」。「文獻綜述」是對學術觀點和理論方法的整理。其次，文獻綜述是評論性的（ Review 就是「評論」的意思），因此要帶著作者本人批判的眼光 (critical thinking) 來歸納和評論文獻，而不僅僅是相關領域學術研究的「堆砌」。評論的主線，要按照問題展開，也就是說，別的學者是如何看待和解決你提出的問題的，他們的方法和理論是否有什麼缺陷？要是別的學者已經很完美地解決了你提出的問題，那就沒有重復研究的必要了。
清楚了文獻綜述的意涵，現在說說怎麼做文獻綜述。雖說，盡可能廣泛地收集資料是負責任的研究態度，但如果缺乏標准，就極易將人引入文獻的泥沼。
技巧一：瞄準主流。主流文獻，如該領域的核心期刊、經典著作、專職部門的研究報告、重要化合物的觀點和論述等，是做文獻綜述的「必修課」。而多數大眾媒體上的相關報道或言論，雖然多少有點價值，但時間精力所限，可以從簡。怎樣摸清該領域的主流呢？建議從以下幾條途徑入手：一是圖書館的中外學術期刊，找到一兩篇「經典」的文章後「順藤摸瓜」，留意它們的參考文獻。質量較高的學術文章，通常是不會忽略該領域的主流、經典文獻的。二是利用學校圖書館的「中國期刊網」、「外文期刊資料庫檢索」和外文過刊閱覽室，能夠查到一些較為早期的經典文獻。三是國家圖書館，有些上世紀七八十年代甚至更早出版的社科圖書，學校圖書館往往沒有收藏，但是國圖卻是一本不少（國內出版的所有圖書都要送繳國家圖書館），不僅如此，國圖還收藏了很多研究中國政治和政府的外文書籍，從互聯網上可以輕松查詢到。
技巧二：隨時整理，如對文獻進行分類，記錄文獻信息和藏書地點。做博士論文的時間很長，有的文獻看過了當時不一定有用，事後想起來卻找不著了，所以有時記錄是很有必要的。羅僕人就積累有一份研究中國政策過程的書單，還特別記錄了圖書分類號碼和藏書地點。同時，對於特別重要的文獻，不妨做一個讀書筆記，摘錄其中的重要觀點和論述。這樣一步一個腳印，到真正開始寫論文時就積累了大量「干貨」，可以隨時享用。
技巧三：要按照問題來組織文獻綜述。看過一些文獻以後，我們有很強烈的願望要把自己看到的東西都陳述出來，像「竹筒倒豆子」一樣，洋洋灑灑，蔚為壯觀。彷彿一定要向讀者證明自己勞苦功高。我寫過十多萬字的文獻綜述，後來發覺真正有意義的不過數千字。文獻綜述就像是在文獻的叢林中開辟道路，這條道路本來就是要指向我們所要解決的問題，當然是直線距離最短、最省事，但是一路上風景頗多，迷戀風景的人便往往繞行於迤邐的叢林中，反面「亂花漸欲迷人眼」，「曲徑通幽」不知所終了。因此，在做文獻綜述時，頭腦時刻要清醒：我要解決什麼問題，人家是怎麼解決問題的，說的有沒有道理，就行了。
你的午間新聞方面方面文獻綜述具體准備往哪個方向寫，題目老師同意了沒，具體有要求要求，需要多少字呢？
你可以告訴我具體的排版格式要求，文獻綜述想寫好，先要在圖書館找好相關資料，確定好題目與寫作方向。老師同意後在下筆，還有什麼不了解的可以直接問我，希望可以幫到你，祝寫作過程順利。
三、如何撰寫開題報告
問題清楚了，文獻綜述也做過了，開題報告便呼之欲出。事實也是如此，一個清晰的問題，往往已經隱含著論文的基本結論；對現有文獻的缺點的評論，也基本暗含著改進的方向。開題報告就是要把這些暗含的結論、論證結論的邏輯推理，清楚地展現出來。
寫開題報告的目的，是要請老師和專家幫我們判斷一下：這個問題有沒有研究價值、這個研究方法有沒有可能奏效、這個論證邏輯有沒有明顯缺陷。因此，開題報告的主要內容，就要按照「研究目的和意義」、「文獻綜述和理論空間」、「基本論點和研究方法」、「資料收集方法和工作步驟」這樣幾個方面展開。其中，「基本論點和研究方法」是重點，許多人往往花費大量筆墨鋪陳文獻綜述，但一談到自己的研究方法時但寥寥數語、一掠而過。這樣的話，評審老師怎麼能判斷出你的研究前景呢？又怎麼能對你的研究方法給予切實的指導和建議呢？
對於不同的選題，研究方法有很大的差異。一個嚴謹規范的學術研究，必須以嚴謹規范的方法為支撐。在博士生課程的日常教學中，有些老師致力於傳授研究方法；有的則突出討論方法論的問題。這都有利於我們每一個人提高自己對研究方法的認識、理解、選擇與應用，並具體實施於自己的論文工作中。
一、文獻綜述概述
文獻綜述是研究者在其提前閱讀過某一主題的文獻後，經過理解、整理、融會貫通，綜合分析和評價而組成的一種不同於研究論文的文體。綜述的目的是反映某一課題的新水平、新動態、新技術和新發現。從其歷史到現狀，存在問題以及發展趨勢等，都要進行全面的介紹和評論。在此基礎上提出自己的見解，預測技術的發展趨勢，為選題和開題奠定良好的基礎。
二、文獻綜述的格式
文獻綜述的格式與一般研究性論文的格式有所不同。這是因為研究性的論文注重研究的方法和結果，而文獻綜述介紹與主題有關的詳細資料、動態、進展、展望以及對以上方面的評述。因此文獻綜述的格式相對多樣，但總的來說，一般都包含以下四部分：即前言、主題、總結和參考文獻。撰寫文獻綜述時可按這四部分擬寫提綱，再根據提綱進行撰寫工作。
前言部分，主要是說明寫作的目的，介紹有關的概念及定義以及綜述的范圍，扼要說明有關主題的現狀或爭論焦點，使讀者對全文要敘述的問題有一個初步的輪廓。
主題部分，是綜述的主體，其寫法多樣，沒有固定的格式。可按年代順序綜述，也可按不同的問題進行綜述，還可按不同的觀點進行比較綜述，不管用那一種格式綜述，都要將所搜集到的文獻資料歸納、整理及分析比較，闡明有關主題的歷史背景、現狀和發展方向，以及對這些問題的評述，主題部分應特別注意代表性強、具有科學性和創造性的文獻引用和評述。
總結部分，與研究性論文的小結有些類似，將全文主題進行扼要總結，提出自己的見解並對進一步的發展方向做出預測。
三、文獻綜述規定
1. 為了使選題報告有較充分的依據，要求碩士研究生在論文開題之前作文獻綜述。
2. 在文獻綜述時，研究生應系統地查閱與自己的研究方向有關的國內外文獻。通常閱讀文獻不少於30篇
3. 在文獻綜述中，研究生應說明自己研究方向的發展歷史，前人的主要研究成果，存在的問題及發展趨勢等。
4. 文獻綜述要條理清晰，文字通順簡練。
5. 資料運用恰當、合理。文獻引用用方括弧"[ ]"括起來置於引用詞的右上角。
6. 文獻綜述中要有自己的觀點和見解。鼓勵研究生多發現問題、多提出問題、並指出分析、解決問題的可能途徑。
3. 關於中國移動品牌廣告營銷策略的參考文獻哪有啊
中國期刊全文資料庫 共找到 3 條[1]萬絢,盧優莎,黃丹. 3G產品營銷策略分析 基於早期潛在客戶識別的我國3G營銷策略[J]. 中國傳媒科技, 2007,(01) . [2]韓露. 3G時代移動運營商競爭策略探討[J]. 中國數據通信, 2005,(04) . [3]闞凱力. 3G與電信業的未來[J]. 通信企業管理, 2006,(05) . 中國期刊全文資料庫 共找到 12 條[1]李曉英,華成. 我國電信運營商3G業務發展策略研究[J]. 管理現代化, 2007,(03) . [2]蔡璨. 3G時代,運營商制勝的五力模型[J]. 消費導刊, 2009,(16) . [3]戴國良. 3G手機市場淺析[J]. 經營管理者, 2010,(02) . [4]韓軼強. 國內手機營銷渠道演變探析[J]. 江蘇經貿職業技術學院學報, 2008,(01) . [5]董飛,楊豐瑞. TD-SCDMA產業現狀及其發展策略[J]. 江西通信科技, 2007,(02) . [6]朱珠. 動感地帶VS新勢力——移動與聯通品牌競爭策略的實證分析[J]. 科技情報開發與經濟, 2008,(16) . [7]任曉婷. 中國電信行業發展對策分析[J]. 學理論, 2008,(08) . [8]董飛,楊豐瑞. TD——SCDMA產業發展趨勢及策略分析[J]. 商場現代化, 2007,(15) . [9]李曉英,華成. 我國電信運營商3G營銷渠道建設探討[J]. 市場營銷導刊, 2007,(Z1) . [10]張德華. 懷化電信移動業務營銷應關注的幾個問題[J]. 企業家天地下半月刊(理論版), 2009,(10) . ＞＞更多 中國博士學位論文全文資料庫 共找到 1 條[1]安玉興. 電信網路競爭與接入[D]. 遼寧大學, 2008 . 中國優秀碩士學位論文全文資料庫 共找到 14 條[1]劉昊婧. 3G牌照發放後中國電信的轉型分析[D]. 上海社會科學院, 2006 . [2]譚淼燚. 802.11 MAC層快速切換演算法設計和實驗研究[D]. 中南大學, 2007 . [3]叢雲飛. 丹東移動「神州行」品牌營銷策略案例研究[D]. 大連理工大學, 2008 . [4]戴國良. 華為3G手機在深圳市的營銷策略研究[D]. 廣西大學, 2008 . [5]海曉東. 借鑒日韓研究中國3G業務發展[D]. 北京郵電大學, 2008 . [6]冉峰. 西安聯通第三代移動通信市場細分及營銷策略研究[D]. 西安科技大學, 2008 . [7]蘇國軍. 湖南電信3G業務發展戰略研究[D]. 中南大學, 2008 . [8]王舸. 中國移動通信業的3G發展應對策略與中國移動3G業務發展思考[D]. 天津大學, 2007 . [9]卞雪輝. 中國移動3G運營策略與發展研究[D]. 天津大學, 2007 . [10]連駿. 中國3G技術標准TD-SCDMA的知識產權戰略[D]. 西南政法大學, 2008 .拍廣告找紅竹廣告拍攝有限公司
4. 急求佰草集品牌營銷策略的文獻綜述
佰草集品牌營銷策略
文獻綜述可以去知網下載學位論文
一般都是可以直接拿來用的
畢業論文的工作程序
畢業論文屬必修課，一般安排在本科階段最後一學年進行，具體時間由各學院（系）根據相關的本科專業培養方案中的教學計劃安排執行。各學院（系）的本科畢業論文工作應在每年的五月三十一日以前完成。
本科畢業論文工作包括寫作指導、論文選題、指導教師安排、論文研究工作開展、論文撰寫、論文評閱與答辯等環節。
1．寫作指導：各學院（系）應在進入本科畢業論文工作前安排教師為學生開設畢業論文寫作指導課程或講座。
2．論文選題：各學院（系）應為學生提出論文題目范圍和要求；允許學生自主提出論文題目，但須由院（系）相關專業負責人審批。
3．指導教師安排：各學院（系）應實行學生和教師雙向選擇、學院（系）適當調整並最終落實的方式。安排指導教師的指導任務時，要考慮其水平和能力，並保證優生優培政策的落實，即優秀學生可優先選導師。
4．論文研究工作開展：學生在教師的指導下實施論文研究工作；導師應在如下三方面對學生的工作進行監管：畢業論文開題、畢業論文過程檢查和畢業論文結束總結。
5．論文撰寫：寫作提綱由學生和指導教師討論後擬定；學生必須在寫出初稿後將論文初稿送指導教師審閱，導師提出修改意見，並確保在定稿前留出充裕時間以供修改論文；經指導教師同意後，論文方可定稿。
6．論文評閱和答辯：各學院（系）及指導教師應在每年的五月二十五日以前完成論文評閱、答辯工作。
5. 求有關品牌營銷的文獻綜述
《營銷策劃：營銷應該透過品牌來整合》
管品牌是一門大生意、大資產，但品牌管理目前還處於初級階段。真正意義上的品牌戰略管理需要全面整合企業經營資源，系統地開辟新的業務范圍，創建市場競爭優勢。
傳統營銷受到挑戰
時下的市場營銷只關注推出新產品的運作過程，把品牌只當作一種單純、極端的行動指令，局限於廣告、包裝和商標等宣傳活動，即品牌的形象管理方面。從現在開始，企業將面臨這樣的戰略抉擇：企業如何保持持久的競爭優勢？企業如何擴張新業務？企業如何提升贏利能力？
新經濟時代下高速度和快節奏是新經濟時代的特徵之一，速度很自然地成為競爭中的一個重要因素，因此，今天的企業必須迫切地反思業務使命和經營戰略，調整狀態，以適應未來的市場變化與發展。今天競爭者千變萬化，技術日新月異，顧客千差萬別。企業要想長期立於不敗之地，只有不斷地創新競爭優勢，創造強勢品牌。
在「業務如例行公事」的日子裡，企業只要生產產品，積極推銷和大量的廣告投入就能成功，這被稱為「營銷」。這是種"大街上的人"的普遍營銷觀點。然而，不幸的是許多企業就是這樣認為，也正在這樣做，但這些營銷觀點是一帖造成災難的配方。目前，大多數企業的營銷推廣活動多採取一套營銷傳播「食譜」，並編成詳細的指導原則。例如，推廣產品需要：「一湯匙」新聞稿、「二杯」電視廣告、「二克」報紙廣告、「一份宣傳冊」和「一個」促銷。這樣很難創造良好的市場效益；或者一時市場反應較好，但卻難以持久。廣告費不應該白白花掉，而是預期有具體回收計劃的投資。廣告傳播是現代企業經濟中最具風險的投資之一，現今人們可以這樣認為，至少四分之三的廣告開支可以說是顆粒無收。如果一家企業耗資千萬元投資一條新的生產線，但卻不去考慮它的回報，以及並不確信產品銷售額有所提高，您認為這可能嗎？我們一定會說「這絕對不可能」。這種事情在市場營銷中並不少見，市場攻勢破費百萬金錢，卻難以叩開市場之門。
今天的顧客面對的每一種商品都品目繁多，顧客對產品質量和服務的需求多種多樣，而且日益增長，但是對價格的期望則越來越低。
如今因科技的進步，產品的同質化越來越高，一些配銷的方式及通路的特點，也很容易被抄襲和效仿，當一個新品上市後，會有「一大群」同類產品跟進，分割開拓者的市場，並迫使你不得不降價，並與其展開拚命的搏殺，而且使你身陷險境，遭受多面沖擊和危脅，競爭者努力鑽營的結果，將使得流通上獲的利潤減少，許多廠商把營銷網織得很大，也未能獲得市場上的優勢。傳統營銷受到前所未有的挑戰。
經營品牌而非產品
傳統管理模式通常只是在產品資格證上大做文章，而企業不可迴避的是要在品牌戰略管理上下功夫。許多企業擁有產品管理人員，但有很多問題。隨著越來越多的品牌不斷擴張，派生出種類繁多的產品，管理職能也分散下放到基層決策機構，長此以往，決策部門在沒有基層參與的情況下的決策往往對品牌不利。
品牌不是產品，但它賦予產品意義並確定產品的形式、形象和價值。企業發現，品牌管理已是戰略性的管理，需要全面系統的規劃管理。品牌向管理人員提出了一系列新問題：企業需要多少新的品牌？如何管理品牌？如何策劃品牌擴張？品牌擴張應包括哪些產品和服務項目？品牌擴張應避開哪些領域？如何解決經營范圍限制和維持銷售額之間的矛盾？戰線拉得太長會削弱品牌權益，反之亦然。隨著技術進步、產品更新換代和顧客交替更迭，如何保持品牌永久的生命力並使之適應時代的發展，獲得永久魅力？如何使單一品牌下的多種產品的銷售實現綜合平衡並最大限度獲取利潤？如何利用產品品牌的關系優化品牌形象？品牌是否具有成為國際品牌的潛力？品牌國際化有何利弊？許多企業使用共同品牌。品牌形象策劃與企業形象策劃之間有何不同？既然品牌有價值，如何衡量評估它的價值並有效地進行調查和管理？是否應把品牌價值列入資產負債表並將其實際經濟價值向股東、投資者和商業夥伴公布？
其中心概念是品牌的品質，不是品牌的形象。這種品質需要界定和管理，是品牌管理的核心。它需要開創新思路、探索新方法。
新經濟時代里，無形資產決定企業價值，新經濟在向企業展示其無窮魅力的同時，也對企業提出了更高的要求。對於眾多的傳統企業來講，認清形勢才能更好地抓住機遇，迎接挑戰。企業在什麼行業並不重要，短期的收入也不重要，關鍵看它擁有的無形資產。在《解讀價值密碼：成功企業是如何在新經濟中創造財富的》一書中，利伯特認為，新經濟時代衡量企業是否會成功有四條標准：一是公司的資產體系，包括知識、無形資產、信息、軟體系統等，用反映現代經濟的模式來判斷；二是看它是否敢於面對風險，不僅是金融、實物方面的風險，還要敢於面對無形資產的風險；三是運用了當代最先進的技術；四是企業的價值取向，不僅是有形的資產，也要看無形資產。
在一些發達國家，一些優秀企業的有形資產與無形資產的比例已達到1:2或1:3。擁有知名品牌的公司，企業的品牌價值已遠遠超過其年銷售總額，如可口可樂、麥當勞、迪斯尼、雀巢等均是如此。許多名牌由於市場覆蓋面廣，社會知名度高，因此給企業帶來了巨大的經濟效益。這些無形資產的經濟價值要遠大於其有形資產，其巨大的產權份量增強了企業發展的後勁，也是公司經濟實力的體現。
企業經營的是品牌，而非產品，品牌使企業的內部資源得以優化配置，並為顧客創造真正的價值。
營銷應該透過品牌來整合
21世紀將是名牌爭奪天下的世紀，我國經濟逐步融入國際市場，面臨著更加激烈的競爭環境，進入了品牌競爭時代，市場競爭是產品質量、技術服務和價格等諸要素的競爭，諸要素的競爭最終要通過品牌競爭來實現。可以預言：21世紀將是名牌爭奪天下的世紀。以名牌的經濟實力為後盾來分割世界資源、拓展全球市場，將是國際經濟運行的一大特點。
品牌戰略是企業競爭取勝之道。當今，企業間的競爭已由單一的商品質量競爭，轉向綜合經濟實力的競爭，而綜合實力的競爭，最終是創造自己的品牌。誰要想成為一個優秀企業家，誰就要懂得並能熟練運用品牌戰略。
企業創造了產品，市場創造了品牌，企業的競爭優勢則集中體現在具有市場競爭優勢的品牌。那麼，企業不僅應為生產產品建立良好的管理體制和經營機制，更應該確立正確的品牌戰略，從而創建有效的市場競爭機制。
品牌戰略不僅僅是為了創造名牌，更是為了創造具有持久市場競爭優勢的品牌。有了強勢的品牌，才能形成強大的市場空間，盡可能地通過營銷組織獲得更大的銷售利潤。如果企業急功近利，過度地追求名牌效益，缺乏對未來市場戰略性的思考，勢必會造成重眼前、輕長遠的經營行為。
企業經營機制的建立可控因素較大，而市場的機制較難以掌控，因為市場是在不斷地變幻，消費觀念的變化、市場結構的變化、競爭格局的變化、社會局勢的變化等等，都可能使企業的營銷組織及策略發生變化。因此，企業的管理應以市場為導向，營銷組織及策略更應該以市場為導向，依據市場的不同時期，不同狀況，來進行調整。那麼，如何確立科學的營銷策略成為現代營銷組織探索的重要課題。企業管理是決策者思想及行為的體現，那麼市場管理應該是品牌戰略的集中體現。如果一個企業要想創造具有市場競爭優勢的產品，必須擬定正確的品牌戰略，從而全面展開企業的各項營銷活動，通過品牌傳達齊一的個性，一致的訊息以及採取統一的行動，這樣，才能贏得消費者對品牌的認知，獲得應有的市場效應。
產品的特徵、功能、價值是品牌的一部分，而品牌則會有形象、服務及消費者的認知、忠誠等因素，現代市場營銷的成功，不單單是指產品某一時期的營銷成功，而應該是為長期保持品牌競爭優勢的經營成功。整合不僅僅是集中和統一，更應該是創造品牌價值，才能達到長期持久的整合。所有的整合都應符合品牌戰略的宗旨，所有的營銷策略都應符合品牌戰略的方針及原則，這樣，才能進行有效的市場動態管理，依據品牌戰略，制訂不同時期，不同階段的營銷策略。通過品牌來保證策略的統一性、正確性、系統性。
營銷不是策略的羅列，而是戰略的具體表現，所有營銷策略的目標都是為實現品牌總體戰略目標服務的，品牌戰略具有指導性、長期性；營銷策略具有可操作性、階段性。營銷的各個策略應通過品牌來整合，這樣長此以往，才能創造優勢品牌，從而創造市場競爭優勢。因此，品牌戰略企劃必須有敏銳的市場分析，簡捷清晰的思考，並做出正確的判斷。面對激烈的市場競爭，企業應發展出相應的策略去創造市場，而不是一成不變地保守經營。我們相信，現代企業唯有創造具有競爭優勢的品牌方能立於不敗之地。
產品是工廠所生產的，品牌才是消費者所購買的。
擁有市場比擁有工廠更重要，我們經營的是品牌而非僅銷售產品。
產品極易過時落伍，但成功的品牌卻能持久不墜。
邁入品牌競爭時代，當前經濟界人士提出"邁入二十一世紀的入場券，生死悠關話名牌"，但如何創造品牌，制訂品牌戰略，這應該是現今企業家所面臨的最為迫切的課題，但不管理論如何正確，都必須付諸於具體的實踐，沒有行動，就無法使理論變成現實。BIR品牌競爭解決之道，通過實戰經驗創立了一整套行之有效的品牌戰略企劃系統，把品牌競爭思想，形成具有系統的解決方案。相信，全新的觀念，定能引發全新的變革。
6. 品牌定位文獻綜述
【品牌定位文獻綜述】僅供參考，請勿抄襲，一切法律責任與本人無關
今天，定位一詞已經成為最重要、使用最廣泛的戰略術語之一。盡管該概念的起
點是討論廣告傳播的策略問題，「定位」卻很快成為營銷戰略的理論構架中的一個核心
概念，成為整個營銷戰略中最富有價值的戰略思想之一，成為眾多學者及實踐家們研
究的重要對象之一（盧泰宏，2002）。
1969年，艾．里斯(Al Ries)和傑克．特勞特(Jack Trout)在《工業營銷》雜志上
發表《定位是人們在今日模仿主義市場所玩的競賽》一文，這是有史以來，首次有人
使用定位這一概念，開創了人們對定位這一領域研究的先河。1972年，兩人又在《廣
告時代》發表了一系列名為「定位時代」的文章，引起營銷廣告界的巨大反響。1979
兩位定位領域的權威大師里斯和特勞特合作出版了第一部論述定位的專著《定位：攻
心之戰》，首次將定位策略上升為系統的定位理論，標志著定位理論的正式成立。該書
主要介紹了定位理論的內涵、特徵與定位的心理基礎。作者認為消費者頭腦中存在一
級級小階梯，他們將產品或多個方面的要求在這些小階梯上排隊，而定位就是要找到
這些小階梯，並將產品與某一階梯聯繫上；定位應強調通過突出符合消費心理需求的
鮮明特點，確定品牌在特定商品競爭中的方位，以方便消費者處理大量的商品信息；
定位具有「以消費者為中心」和「競爭性」兩個特徵。
1996年，定位大師傑克.特勞特和瑞維金一起出版了《新定位》一書，該書盡管在
定位理論方面沒有新的突破，但對新環境下定位論在實踐中的應用技巧則分析得十分
具體，尤其是對消費者心理把握的更為透徹。作者認為：營銷的終極戰場是消費者的
心靈，你知道的越多，定位策略就越准確。他們經過多年對消費者行為的跟蹤研究，發現了影響傳播溝通的消費者五大思考模式：大腦的有限性、大腦憎恨混亂、大腦的
不可靠性、大腦不會改變、大腦會失去焦點，從而揭示了信息傳播不能到達消費者的
原因以及無法佔據消費者心靈的根源。該書對於幫助企業克服傳播通路上的種種障礙
更有效的發揮定位在營銷中的核心作用具有較大的參考價值。
近年來，定位大師特勞特又推出關於一本關於定位理論的著作《區隔或消亡》。書
中界定了區隔的定義，認為區隔是建立品牌的第一位工作，有效的區隔發生在消費者
的心智中，並列舉了一系列建立有效區隔的方法，如擁有特性、成為第一等。該書實
際上介紹了建立有效定位的方法。
我國的學者從上世紀90年代起開始進行定位理論及應用方面的研究，除了借鑒西
方學者的觀點以外，我國學者主要進行了以下幾方面的研究：
（一）對定位理論的歸納
1999年，中國營銷學帶頭人盧泰宏先生組織研究生們一道發表了「定位論系列」
文章共7篇（刊登在《銷售與市場》雜志上）。該系列文章從產生時間、核心理論、方
法和依據、溝通的著眼點四個方面對USP理論、品牌形象理論及定位理論做了較深入
的比較，是對定位理論的一次很深入的歸納和總結。
我國品牌戰略與管理學者朱永高先生也對市場定位、產品定位、品牌定位等有關
定位的重要概念進行比較，對它們的聯系與區別進行了詳盡的分析。其作品《品牌戰
略和管理》一書系統的介紹了品牌定位的內涵、品牌定位的原則、品牌定位點的開發
品牌定位的工具及有關品牌定位的測評等內容，在總結西方研究成果的基礎上，加入
了自己對於品牌定位的理解，是我國學者對品牌定位理論創造性地發展與完善。
（二）品牌定位與其他營銷元素之間的關系
該領域的研究成果主要包括：我國學者邱紅彬先生對品牌定位與市場細分、目標
市場及與市場營銷組合各要素之間關系的研究；我國學者朱振中先生對品牌核心價值
在品牌定位中作用的研究。
7. 高分求[國際服裝發展現狀和品牌服裝營銷]方面的外文文獻
這是一片寫的不錯的
Effect of fiber architecture on flexural characteristics and fracture of fiber-reinforc
Vistasp M. Karbharia, Corresponding Author Contact Information, E-mail The Corresponding Author and Howard Strasslerb
aMaterials Science & Engineering Program, and Department of Structural Engineering, MC-0085, University of California San Diego, Room 105, Building 409, University Center, La Jolla, CA 92093-0085, USA.
bDepartment of Restorative Dentistry, Dental School, University of Maryland, Baltimore, MD, USA
Received 10 December 2005; revised 25 June 2006; accepted 31 August 2006. Available online 7 November 2006.
Abstract
Objective
The aim of this study was to compare and elucidate the differences in damage mechanisms and response of fiber-reinforced dental resin composites based on three different brandsnext term under flexural loading. The types of reinforcement consisted of a unidirectional E-glass prepreg (Splint-It from Jeneric/Petron Inc.), an ultrahigh molecular weight polyethylene fiber based biaxial braid (Connect, Kerr) and an ultrahigh molecular weight polyethylene fiber based leno-weave (Ribbond).
Methods
Three different commercially available fiber reinforcing systems were used to fabricate rectangular bars, with the fiber reinforcement close to the tensile face, which were tested in flexure with an emphasis on studying damage mechanisms and response. Eight specimens (n = 8) of each type were tested. Overall energy capacity as well as flexural strength and molus were determined and results compared in light of the different abilities of the architectures used.
Results
Under flexural loading unreinforced and unidirectional prepreg reinforced dental composites failed in a brittle previous termfashion,next term whereas the braid and leno-weave reinforced materials underwent significant deformation without rupture. The braid reinforced specimens showed the highest peak load. The addition of the unidirectional to the matrix resulted in an average strain of 0.06 mm/mm which is 50% greater than the capacity of the unreinforced matrix, whereas the addition of the braid and leno-weave resulted in increases of 119 and 126%, respectively, emphasizing the higher capacity of both the UHM polyethylene fibers and the architectures to hold together without rupture under flexural loading. The addition of the fiber reinforcement substantially increases the level of strain energy in the specimens with the maximum being attained in the braid reinforced specimens with a 433% increase in energy absorption capability above the unreinforced case. The minimum scatter and highest consistency in response is seen in the leno-weave reinforced specimens e to the details of the architecture which restrict fabric shearing and movement ring placement.
Significance
It is crucial that the appropriate selection of fiber architectures be made not just from a perspective of highest strength, but overall damage tolerance and energy absorption. Differences in weaves and architectures can result in substantially different performance and appropriate selection can mitigate premature and catastrophic failure. The study provides details of materials level response characteristics which are useful in selection of the fiber reinforcement based on specifics of application.
Keywords: Fiber reinforcement; Dental composite; Flexure; Damage tolerance; Architecture; Unidirectional; Braid; Leno-weave
Article Outline
1. Introction
2. Materials and methods
3. Results
4. Discussion
5. Summary
References
1. Introction
A range of fillers in particulate form have conventionally been used to improve performance characteristics, such as strength, toughness and wear resistance, Although the addition of fillers and recent changes in composition of resin composites have been noted to provide enhanced wear resistance [1] and [2], conventional filler based systems are still brittle as compared to metals. Sakaguchi et al. [3] reported that these were prone to early fracture with crack propagation rates in excess of those seen in porcelain. This is of concern since clinical observations have demonstrated that under forces generated ring mastication the inner faces of restorations can be subject to high tensile stresses which cause premature fracture initiation and failure [4]. In recent years, fiber reinforcements in the form of ribbons have been introced to address these deficiencies [5]. By etching and bonding to tooth structure with composite resins embedded with woven fibers adapted to the contours of teeth periodontal splints, endodontic posts, anterior and posterior fixed partial dentures, orthodontic retainers and reinforcement of single tooth restorations can be accomplished. While the science of fiber-reinforced polymer composites is well established, the application of these materials in dental applications is still new and aspects related to material characterization, cure kinetics and even placement of reinforcement are still not widely understood.
Due to the nature of filled polymer and ceramic systems that have been used conventionally, most material level tests designed and used extensively, for the characterization of dental materials, emphasize the brittle nature of materials response. In many cases the tests and the interpretation of results, are not suited to the class of fiber-reinforced polymeric composites, wherein aspects, such as fiber orientation, placement of fabric and even scale effects are extremely important. The difference in characteristics and the need to develop a fundamental understanding of response of continuous fiber and fabric, reinforced dental composites has recently been emphasized both through laboratory and clinical studies. Recent studies have addressed critical aspects, such as effects of fabric layer thickness ratios and configurations [6], fiber position and orientation [7] and even test specimen size [8]. However, the selection and use of continuous reinforcement is largely on an ad hoc basis, with diverse claims being made by manufacturers, without a thorough understanding of the materials based performance demands for the material by the specifics of an application (for example, the fabric architecture required for optimized performance of a post are very different from those for a bridge) or details of response characteristics at levels beyond those of mere 「strength」 and 「molus」. Further, each fabric is known to respond in different manner to manipulation and drape (i.e. conformance) to changes in substrate configuration [9]. The architecture of the fabrics permits movement of fibers or constraint thereof and even shearing of the structure, to different extents. Weave patterns have also been noted to be important in the selection of composite materials for dental applications based on the specifics of application [10]. Thus, clinically, when each of the different fabric configurations is used to reinforce dental composites, there are manipulation changes that occur to some of the fabric materials. For the biaxially braided material, the fiber orientation can change after cutting and embedment in the composite when adapting to tooth contours. The fibers in the ribbon spread out and separate from each other and become more oriented in a direction transverse to the longitudinal axis of the ribbon. When the leno-weave is cut and embedded in dental composites, the fiber yarns maintain their orientation and do not separate from each other when closely adapted to the contours of teeth. However, e to the orthogonal structure gaps can appear within the architecture providing local areas unreinforced with fiber reinforcement. The unidirectional glass fiber material does not closely adapt to the contours of teeth e to the rigidity of the fibers. It is difficult to manipulate the fibrous material which leaves the final composite material thicker; further manipulation causes glass fiber separation with some visible fractures of the fibers themselves.
The aim of this study is to experimentally assess the flexural response of three commercial fiber/fabric reinforcement systems available for dental use and to compare performance based on different characteristics and to elucidate differences based on details of fabric architecture and fiber type.
2. Materials and methods
Three different fabric-reinforcing procts, all in ribbon form, were used in this investigation. The first is a 3 mm wide unidirectional E-glass prepreg structure with no transverse reinforcement (Splint-It, Jeneric/Petron Inc.1) designated as set A, whereas the other two are formed of ultra-high molecular weight polyethylene fibers in the form of a 4 mm wide biaxial braid (Connect, Kerr), designated as set B and a 3 mm wide Leno-weave (Ribbond, WA), designated as set C. The first is a pure unidirectional which intrinsically gives the highest efficiency of reinforcement in the longitudinal direction with resin dominated response in the transverse direction. The second is a biaxial braid without axial fibers, which provides very good conformability and structure through the two sets of yarns forming a symmetrical array with the yarns oriented at a fixed angle from the braid axis. The third architecture has warp yarns crossed pair wise in a figure of eight pattern as filling yarns providing an open weave effect for controlled yarn slippage and good stability.
Multiple specimens of the fabrics were carefully measured and weighed and the average basis weight of the biaxial braid was determined to be 1.03 × 10−4 g/mm2 whereas that for the leno-weave was 1.42 × 10−4 g/mm2. It was noted that the unidirectional had an aerial weight of 2.2 times that of the other two. Rectangular test bars of size 2 mm × 2 mm × 48 mm were constructed from layered placement of a flowable composite resin (Virtuoso FloRestore, Demat) in polysiloxane molds, with glass slides held on top with rubber bands and light cured for 60 s using a Kulzer UniXS laboratory polymerization lamp. In the case of sets B and C the fabric was first wetted and then placed on the first layer of the flowable composite resin such that the fiber reinforcement was placed between 0.25 and 0.5 mm from the bottom surface (which would be used as the tensile surface in flexural testing). The addition of higher molus material at or near the tensile surface is known from elementary mechanics of materials to increase flexural performance and has been verified for dental composite materials by Ellakwa et al. [11] and [12]. Care was taken to maintain alignment of the fibers and fabric structure and not cause wrinkling or lateral movement which would affect overall performance characteristics. The fabric reinforced specimens had only a single layer of reinforcement near the bottom surface with the rest of the specimen having no fiber reinforcement. This general configuration for flexural specimens has been used previously by Kanie et al. [13]. In the current investigation, fiber weight fraction in the single layer was between 37 and 42% but is significantly lower if determined on the basis of the full thickness of the overall specimen. Unreinforced bars of the resin were also fabricated the same way for comparison and were designated as set D.
Eight specimens (n = 8) from each set were tested in three-point flexure using a span of 16 mm which provides a span to depth (l/d) ratio of 16, which is recommended by ASTM D 790-03 [14]. It is noted that flexural characteristics can be substantially affected by choice of the l/d ratio which intrinsically sets the balance between shear and bending moment, with shear dominating on shorter spans. Load was introced through a rounded crosshead indenter placed in two positions—parallel to the test specimen span (P1) and perpendicular to the test specimen span (P2). The load head indenter was of 4 mm total length. This was done to assess effects of load introction since ribbon architecture had fibers at different orientations. Tests were concted at a displacement rate of 1 mm/min and a minimum of eight tests were concted for each set. Loading was continued till either the specimen showed catastrophic rupture or the specimen attained a negative slope of load versus displacement with the load drop continuing slowly past peak to below 85% of the peak load. This level was chosen to exceed the 0.05 mm/mm strain limitation of apparent failure recommended by ASTM D790-03 [14] so as to enable an assessment of ctility of the specimens. Specimens were carefully examined for cracking, crazing and other damage.
The flexure strength was determined as
Click to view the MathML source (1)
where P is the applied load (or peak load if rupture did not occur), L the span length between supports and b and d are the width and thickness of the specimens, respectively.
While the tangent molus of elasticity is often used to determine the molus of specimens, by drawing a tangent to the steepest initial straight-line portion of the load-deflection curve to measure the slope, m, which is then used as
Click to view the MathML source (2)
in the current case a majority of the specimens show significant changes in slopes very early in the response curve indicating microcracking and non-linearity. Since these occur fairly early the molus determined from the initial tangent has significant statistical variation. In order to determine a more consistent measure of molus the secant molus of elasticity as defined in ASTM D790-03 [14] is used herein, with the secant being drawn between the origin and the point of maximum load to determine the slope m, which is then used in Eq. (2). This also has the advantage of providing a characteristic that incorporates the deformation capability, thereby differentiating between specimens that reach a maximum load at low deformation (such as, the unreinforced composite and the unidirectional reinforced composite) and those that show significant deformation prior to attainment of peak load (such as, the specimens reinforced with the braid and leno-weave).
The matrix material is generically more brittle than the fiber and usually has a lower ultimate strain. Thus, as the specimen bends the matrix is likely to develop a series of cracks with the initiation and propagation of cracks depending not just on the type and positioning of the reinforcement, but also on the strain capacity of the neat resin areas. It is thus of use to compute the strain in the composite under flexural load and this can be determined as
Click to view the MathML source (3)
where D is the midspan displacement.
The toughness of a material can be related to both its ctility and its ultimate strength. This is an important performance characteristic and is often represented in terms of strain energy, U, which represents the work done to cause a deformation. This is essentially the area under the load-deformation curve and can be calculated as
Click to view the MathML source (4)
where P is the applied load and x is the deformation. In the case of the present investigation, two levels of strain energy are calculated to enable an assessment of the two response types. In the first, strain energy is computed to the deformation level corresponding to peak load (which is also the fracture load for sets A and D). In the case of specimens that show significant inelastic deformation (sets B and C) strain energy is also computed till a point corresponding to a deformation of 11.5 mm at which point the load shows a 15% drop from the peak. Post-peak response in flexural has earlier been reported by Alander et al. [8].
3. Results
The application of flexural loading was seen to result in two different macroscopic forms of response. In the case of specimens from sets A and D (reinforced with a unidirectional fabric and unreinforced) failure was catastrophic, in brittle fashion, at peak load, whereas in the case of specimens from sets B and C the attainment of peak load was followed by a very slow decrease in load with increasing displacement, representative of inelastic or plastic, deformation. Typical response curves are shown in Fig. 1 as an example.
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Fig. 1. Typical flexural response.
The variation in flexural strength (plotted here in terms of stress at peak load) with type of specimen and load introction method is shown in Fig. 2. The highest strength was achieved by specimens with the braided fabric wherein on average a 125% increase over the unreinforced specimens was attained. Statistical analysis with ANOVA and Tukey's post hoc test revealed that method of load introction did not affect the results and that further there were no significant differences in overall peak strength results between sets A and B (specimens containing the unidirectional and braided fabrics). Significant differences (p < 0.003) were noted between sets B and C. It is, however, noted that in sets B and C, failure did not occur at the peak load, with load slowly decreasing with increase in midpoint deflection. A comparison of flexural stresses for these systems at peak load and load corresponding to a deflection of 11.5 mm is shown in Fig. 3. As can be seen the two systems show significant inelastic deformation with drops of only 12.8, 12.1, 11.7 and 9.5% from the peak, emphasizing the stable, ctile and non-catastrophic, post-peak response in these systems.
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Fig. 2. Flexural strength at peak load.
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Fig. 3. Comparison of flexural stresses in specimens having non-catastrophic failure modes.
A comparison of secant molus (measured to the peak load) for the different sets is shown in Fig. 4. As can be seen, with the exception of the unidirectional system, the apparent moli were lower than that of the unreinforced specimens. It is also noted that although the Tukey post hoc tests do not show a significant difference e to orientation of load indenter, the level for the unidirectionals is only 0.1022 compared to 1 for the others. Removal of a single outlier from P1 results in p < 0.007 indicating a strong effect of orientation of the indenter with the secant molus being 17.7% lower with the indenter placed parallel to the fibers, which results in splitting between fibers and uneven fracture with less pullout.
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Fig. 4. Comparison of secant moli under flexural loading.
As was noted previously, both the unreinforced samples (set D) and the unidirectional prepreg reinforced specimens (set A) failed in catastrophic fashion at deformation levels significantly less than those at which the other two sets reached the inelastic peak. Since sets B and C did not fracture but showed large deformation with some partial depth cracking through the matrix it is important to be able to compare the levels of strain attained on the tension face using Eq. (3). This comparison is shown in Fig. 5 at the level of peak load (which is the fracture/failure load for sets A and D). While the addition of the unidirectional to the matrix resulted in an average strain of 0.06 mm/mm which is 50% greater than the capacity of the unreinforced matrix, the addition of the braid and leno-weave resulted in increases of 119 and 126%, respectively, emphasizing the higher capacity of both the UHMW polyethylene fibers and the architectures to hold together without rupture under flexural loading. It should be noted, as a reference, that the strain at the point at which the tests on sets B and C were stopped, at a midpoint deflection of 11.5 mm, was 0.135 mm/mm, which represents a 233% increase over the level attained by the unreinforced matrix. The us
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