英文论文文献写作要点-留学生论文文献综述写作指导-Literature Review精修样板
Chapter II Literature Review
1 文献回顾部分必须要有一定量的文献做佐证支持文章 并且大多数应是英文文献，您只选用了9个文献且采用中文文献较多，肯定过不了关，英文文献最少也要有20个左右。
2 第二章文献回顾除去文后的reference list才一千多字，这部分的字数要求是2500字，请扩充文章内容，否则论文连及格都很困难。
3、我发现文章中有些内容和我之前送去学校进行语法修改的那篇旧的文献回顾草稿的内容是一样的,但您并没有参考语法修改后的结果,我不明白这是为什么,我已用黄笔帮您标出语法进行调整的地方了,再次提醒您以后注意语法问题
4、请注意调整第二章文献回顾与第一章introduction重复出现的语句.
5、我对这部分的有些内容我做了一点调整,请您看看这样行吗?
6、书籍要有页码、出版商，期刊要有页码, vol, issue, no，电子期刊于要有代码。
2.1 Introduction of literature review
This chapter reviews relevant literature. It reviews the research related to Mary Kay's direct marketing activities; and reviews relevant investigations on the impact of Chinese culture on Mary Kay’s promotional strategy. In addition, it reviews studies on the role of Chinese women in relation to the cosmetics market and company strategy. It then reviews studies on the problems existing in Mary Kay’s promotional strategy and summarises of the meaning and innovations of this chapter.
2.2 Researches on Mary Kay’s promotional strategy
Mary Kay's success has attracted much research interact; Ash (1995:67) proposed that Mary Kay's success is due to the fact that their choice of the promotional strategy is suitable: direct selling. In July 1998, Mary Kay became the first professional cosmetics company to obtain the approval and recognition of relevant government departments, which make Mary Kay take the adoption of their core philosophy of direct sales. The continuous refinement of direct selling over the last 45 years enables it’s marketing to bring direct benefits to it.
In China, Mary Kay take some special services for promotion, the most important is to provide professional beauty consultants to customers. Every Mary Kay beauty consultants and distributors 有必要在这解释下distributors是什么 can develop new beauty consultants to join in Mary Kay, but each new employee must start basically as beauty a consultant, selling products mainly and supplementing consultant’s assistant 到底是美容顾问还是顾问的助手is a new approach to develop是指帮公司发展吗. Mary Kay use incentive-style to train employees, when you join in Mary Kay, there will be a series of free training, each made a little success, such as weekly, monthly, quarterly sales charts这是什么，这似乎不是前半句说的free training的一部分内容吧, etc. will be the company's incentives, such as symbolic pins, jewelry and so on ( Roche, Imelda,1995). When the monthly sales of products and the development of new beauty consultants achieve a certain amount, a new beauty consultant could be become a distributor in nine months as early as he can. After becoming a distributor, it means you formally entered the ranks of managers and can be separated from the original dealer to form their own beauty consultant team, which is equivalent to its own separate registration of a small company. Meanwhile, the company continues to provide free training for each employee, and there will be a fixed income. To become a distributor is the goal of every beauty consultant.
Ash (1995:46) thought that the corporate culture of Mary Kay was also an effective marketing tool, because the company was committed to provide women with more opportunities for self-realization, it also indirectly enhanced the female consumers’ impression for this company, which enabled more women consumers pay more attention to this company so as to accept their products, it also the key for the enterprise to achieve a success. The secret of Mary Kay’s success has been its unique approach to business; both in philosophy and business strategy (Raymond, Mary Anne and John F. Tanner, Jr, 1994).
The above figures show the operation in the marketing strategy. The company has made achievements, as a result of using direct marketing and other promotional strategies to promote the development and growth of the company.
2.3 The impact of Chinese culture on Mary Kay’s promotional strategy
China is a society which pays much attention to relationship between people; the so-called ‘relationship’ in China usually refers to some ways which connect two people together to establish an interdependent link (Sun Xiaohong, 2007:124). Chinese people get what they need in their daily lives through the relationship between them, relationships allow them obtain others’ help as well as provision of certain items or services. Once someone has provided assistance to others, they look forward to being rewarded in the future. If someone gets help, they have an obligation to repay later. In China, no one can be entirely independent of this relationship (Su Hong, 2004:321). Because of its emotional factors, its durability and functionality, this relationship is very important for Chinese people. Any help or acts of generosity, whether it is giving, or harvest, would bring you into the network system of relationships. No one would want to be separated from the system, because people's daily lives are carried out smoothly through this interaction between each other. This relationship makes life humanized, which is not familiar for westerners.
Before direct selling entered into China, few people were aware of that network of interpersonal relationship was originally a financial network, but this sales approach quickly attracted the attention of direct distributors. Direct distributors have tried everything possible to make full use of their own network of interpersonal relationship to achieve marketing goals. Therefore, experts of direct marketing believe that China, which pays attention to interpersonal relationships, is a fertile ground for direct selling. Therefore, the industry of direct selling develops rapidly in China, such as Amway Corporation.
In 2003, its这指的是哪个公司 sales reached 100 billion Yuan; in 2004, its annual sales were 16 billion to 17 billion Yuan, it increased at an alarming rate (Schwartz, Martin L,2007).China as a kindly nation which pays attention to the cultural identity of relationships, the characteristics of Chinese people’s face theory这是什么意思 and emphasis on relationship make China as the natural soils for direct selling. However, in terms of the impact of Chinese culture on direct selling, some scholars have put forth different views, studies (Hung Wei, Gong Long, 2007:12) have shown that although Chinese people have the tradition of emphasis on relationship, but the tradition of emphasis on relationship and ignoring profits in Chinese culture means that many people do not want to link themselves with money, even if the products are good, they don not want to take advantage of personal relationships to make money for themselves, so the impact of Chinese culture on direct selling is not positive. To sum up, the Chinese culture of relationship has laid the foundation for the development of direct selling, but how to open the knot in hearts of Chinese to enable them to make use of their relationship to carry out direct selling; it is still a problem that is worth studying.
2.4 The role of Chinese women in China and Mary Kay’s unique strategy
Chinese traditional culture and people’s ideology have been influenced a lot by Confucianism. Yin Xiaoli (2007:212) considered that in the thinking of Confucian philosophy, on the one hand, it stresses the dialectical relationship between men and women, that is, complementarily and balance; on the other hand, it emphasizes the division of the roles of men and women, determining the principle that the female can not cross the border to replace the man's position. This actually determines in the minds that the male is the key aspect of the relationship between male and female, women can only be a secondary role in the conflict. Thus, males in the Chinese culture have always been the position of the dominant party.
Until now, in China, male-centered consciousness is still very serious; women often bear the role of housewife (Yao xiangguo, 2005: 434). At the same time, in China, most families can not just rely on men alone to bear the economic responsibilities; women also need to bear some financial responsibility. Due to the commitment to the role of housewife, there is a lack of work experience and job skills for most Chinese women which make them only undertake works with lower pay. It can be seen that, on the one hand, Chinese women are still in a relatively weak position, they not only need to shoulder the responsibilities of life and family, but also face economic pressures, on the other hand, Chinese women's feminist consciousness is gradually improving. Chinese women have their own need to obtain social recognition through establishing their own businesses. This is the reality for Chinese women, with the independent thought growing up in women, the longings of the women is enlarging, the want value, they want opportunity; they want the equal respect of society. At this moment, Mary Kay gives them a stage to realise these aims. Therefore, Mary Kay provides Chinese women with the opportunity to establish their own business to help them gain wealth, which would be looked on as the enterprise’s behaviour of fulfilling their social responsibilities so as to win good reputation.
At the beginning when Mary Kay was founded, Mrs. Mary Kay took enriching women's lives as her responsibility and committed to creating a ‘business shared by global women’. Since Mary Kay provides such a good work atmosphere for the success for women, the U.S. ‘Fortune’ magazine (Yao, Q., 2007:117) listed it as one of ten companies which are more suitable for women to work in, and it is the only cosmetics company in this list. Because of this, the International Women's Forum praised Mary Kay Inc in recognition of the special contribution on enhancing the status of women's equality (Yao Xiaoli, 2007:145).
2.5 Researches on the problems existing in Mary Kay Promotion strategy
As a result of direct selling model, Mary Kay’s marketing strategy also exist some shortcomings, these shortcomings are mainly in (Mason, J. Barry, Morris L. Mayer, and J. B. Wilkinson, 1993):
1. The price of products is higher, the acceptance of consumer is more difficult;
2. The backlog of goods. Each bonus system of direct selling companies have a "minimum consumption" restriction, if you do not buy enough goods, you do not meet the minimum standards and can not get anything. It would have been a good way to encourage the sales, but if the restriction is too high, it will cause many of problems.
3. Studying and meetings. If there are too much learning’s and assembling, it will consume the time and energy of the direct sales force and fail to the purpose of learning.
Mary Kay’s marketing strategy has its inevitable shortcomings; however, its advantages are also evident. So when a business has a correct understanding of and the proper application of this approach, the value created though using it for the enterprise can not be ignored.
2.6 Summary of literature Review
这是您旧的草稿的总结，希望您根据新的草稿对这个段落的内容进行调整，而不是简单的把以前的工作复制粘贴过来。
The above studies have shown that China's cosmetics market is tempting, but Mary Kay is faced with fierce competition from Avon, Amway and other large companies. 这部分内容已经移到第一章了，第二章文献回顾没写这部分，怎么反而在文献回顾总结时出现这么一句？Mary Kay's unique direct selling and encouraging women to establish their own business adapt to Chinese traditional culture and the Chinese women's roles, which help it to achieve success in China as well as gain an advantage in competition. However, there is a lack of evidence of empirical research in the above studies to provide the overall assessment and analysis on Mary Kay's promotional strategy, this study will use empirical research methods to critically analyze Mary Kay's promotional strategy in China.
References
整个文献回顾部分才用了9个文献实在是太少了，而且还有那么多是中文文献，您认为这样论文能及格吗？
Hung Wei, Gong Long. (2007) Problems and countermeasures of direct selling [J]. Knowledge-based Economy, vol. 3, no. 2, pp. 12.
代写留学生论文Mason, J. Barry, Morris L. Mayer, and J. B. Wilkinson. (1993) Modern retailing, 6th ed., Homewood, IL: BPI/Irwin, pp. 213.
Raymond, Mary Anne and John F. Tanner, Jr. (1994) Maintaining customer relationships in direct sales: stimulating repeat purchase behavior, Journal of Personal Selling & Sales Management, 14, September, pp. 34-67.
Roche, Imelda. (1995) Managing a direct selling organization, in T. R. Wotruba (ed.), Proceeding of the international academic symposium on direct selling in central and eastern Europe, Washington, DC: Direct Selling Education Foundation, pp. 231-237.
/Schwartz, Martin L. (2007) Direct selling: a multinational strategy, Journal of Marketing Channels, vol. 2, no. 2, pp. 76-85.
Su Hong, (2004) Gender of multi-perspective view. Shanghai University Press, pp. 321.
Sun Xiaohong. (2007) History and women's Composition. PhD Thesis of Chinese Text Databases, pp. 124.
Yao, Q. (2007) The development of direct selling in China, Market Weekly, vol. 12, no. 3, pp. 114-117.
Yao Xianguo. (2005) Analysis on the status of women. Zhejiang, University Press, pp.434.
Yin Xiaoli. (2007) Confucian cultural traditions and women's status. PhD Thesis Chinese Text Databases, pp. 121-212.