The most important thing in life is

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改变市场还是适应市场

身处一个充满着不确定性因素的市场环境，企业是去改变它，还是去适应它?长期以来，这一直是企业管理者所面临的最为关键的企业发展策略选择之一。在某种程度上，这种选择就像是一场赌博。这种选择不仅严酷，而且无法回避，要么去改变市场，要么去适应市场，对大多数企业而言，这两种策略选择都是排它的。如果你想静待不确定性消失而后动，则可能会白白丧失一个获得先发优势的良机。

改变市场和适应市场这两种策略在实践中总表现为不同的形式。一般来讲，市场的改变者往往会通过促使整个行业的行为方式发生变化而控制不确定性。为了做到这一点，有的企业会设法使自己的技术或业务流程成为新的行业标准，另外一些企业会致力于引进创新的产品、服务以及业务系统来重新定义行业竞争的基础，在这一方面，美国西南航空公司采取低价和点到点空运模式，戴尔公司率先实施直销策略等，都是很好的例子：还有一些市场改变者通过大胆的兼并或收购来重组不稳定的行业环境，这方面的例子也不少见。

与市场改变者不同的是，市场适应者总是把现在和未来的行业市场结构和竞争行为当做是已有的外部环境。当市场稳定时，市场适应者试图在现存的行业市场结构之内谋求一个有利的位置。而当不确定性增加时，他们会根据市场的变化借助速度和灵活性来获得机会。一些市场适应者可能会通过及时地紧跟一个潜在的市场领导者的引导来获得市场先机，还有一些市场适应者会通过在产品、服务和业务系统方面进行不断的试验来逐步确定自己的策略。市场适应者采取的另一种办法是，建立一个高度灵活的组织来应对市场的变化，他们不断地招聘和培养成熟的具有管理技能的员工——不管市场如何变化，这样的员工对客户来讲都是有价值的。

企业应该采取改变市场的策略还是适应市场的策略，在很大程度上取决于环境不确定性的程度和性质。简单地讲，当不确定性较高，而企业能对其中的变数施加影响时，改变市场的策略往往奏效；当创造价值的主要因素相对稳定，而相关变数不能为企业所控制时，适应的策略才是应该优先考虑的。

这其中的道理是显而易见的。在一个高度不确定的市场，技术标准正在变化，竞争者出入不定，而消费者也还没有锁定自己喜爱的品牌。这样的市场环境为实施改变市场策略提供了很大的空间，一次大型的兼并，一项果断的技术投资，一个强有力的产品捆绑策略，都很有可能会使混乱的市场竞争格局变得井然有序，而新的市场格局对实施改变市场策略的企业当然是极为有利的。然而，在实践中，当面临着高度不确定的环境时，企业的决策者总是偏向，于采取适应市场的策略。之所以如此，部分原因在于决策者们习惯于依靠波特的五种竞争力框架之类的理论工具来指导决策。对于相对稳定的市场，运用这类理论工具有助于决策者更深刻地洞察未来的市场，然而，面对复杂多变的市场，这类工具却很少能为决策者准确判断未来的市场提供有力的支持。而要想成为一个成功的市场改变者，对未来的市场有一个准确的判断是至关重要的。

应该指出的是，即使是最优秀的企业也不可能在任何情况下都采取改变市场的策略并且获得成功。一个成功的市场改变者必须具备很多品质，如：对未来发展的洞察力、良好的声誉、特定领域的领导地位、一流的技术或创新能力，以及娴熟的商务操作能力等。并非所有的企业都具备这些品质。

企业决策者往往以为，适应市场的策略是一个容易实施的选择。这种想法是错误的。首先，这种想法使得经理人员以为，适应市场的策略并不像改变市场的策略那样需要较强的财务和心理承受力。其实并非如此。对于一个市场的适应者而言，要不断地进行产品服务等方面的试验，还要建立一个灵活的组织，这些都需要极大的财务上和心理上的承受力，其次，这种想法会使经理人员以为，实施适应市场的策略只需消极而不是积极的管理就能成功。其实，一个市场的适应者也必须在捕捉机会、规避风险和业务调整等方面有相当的技巧，而这远不是消极的管理所能做到的。

5 percent of the nation's wealth. This class has two segments: upper-upper and lower-upper. Basically, the upper-upper class is the "old rich"--families that have been wealthy for several generations--an aristocracy of birth and wealth. Their names are in the Social Register, a listing of acceptable members of high society. A few are known across the nation, such as the Rockefellers, Roosevelts, and Vanderbilts. Most are not visible to the public. They live in grand seclusion, drawing their income from the investment of their inherited wealth. In contrast, the lower-upper class is the "new rich". Although they may be wealthier than some of the old rich, the new rich have hustled to make their money like everybody else beneath their class. Thus their prestige is generally lower than that of the old rich, who have not found it necessary to lift a finger to make their money, and who tend to thumb their noses at the new rich.

However its wealth is acquired, the upper class is very, very rich. Thy have enough money and leisure time to cultivate an interest in the arts and to collect rare books, paintings, and sculpture. They generally live in exclusive areas, belong to exclusive social clubs, rub elbows with each other, and marry their own kind—all of which keeps them so aloof from the masses that they have been called out-of-sight class (Fussel, 1983). More than any other class, they tend to be conscious of being members of a class. They also command an enormous amount of power and influence here and aboard, as they hold many top government positions, run the Council on Foreign Relations, and control multinational corporations. Their actions affect the lives of millions.

n reflective thought, thinking about questions which do not appear to produce practical results? It could be argued that in the long run philosophical thought does produce widespread practical consequences. In the political realm, for example, the writings of John Locke significantly influenced the development of American democracy, while the theories of Karl Marx have brought into being a radically new form. of government. It could also be said that what separates us from the animal world and from uncivilized human beings is just this intellectual endeavor, which could be justified as valuable even if only for its own sake. But there is a deeper reason for engaging in philosophy, and that is that we simply cannot turn away from certain questions which constantly confront us. Our human constitution or our human condition predisposes us to want to know. It was Ludwig Wittgenstein (1889-1951) of Cambridge University who compared our situation to that of a fly in a bottle. The fly is trying to get out of the bottle but does not know how. The function and aim of philosophy is to show the fly how to get out of the bottle. For us this means that, like the fly, we feel trapped and have difficulty finding our way out. In our case, this fly bottle represents certain levels of ignorance or problems and questions that are difficult to solve and we look to philosophy for help in finding our way out.

t every time we ask "What should I do?" we are aware that other people are involved in our behavior. Why should someone ask himself before making a false promise, "Is it right?" It may be that he is afraid of being found out. He may, however, wonder whether it is fair to the other person. How we relate ourselves to others or how we behavior. affects others makes up most of the subject matter of ethics. Being aware of others is more than wondering how our actions will affect them; we are also Concerned about how the behavior. of others will affect us. There is no satisfactory way for us to avoid the presence of other people. The most we can do is try to arrange the rules of behavior, of ethics, in order to reduce the amount of friction and conflict and thereby achieve the greatest amount of harmony. Whether our actions are right and good will depend to a great extent on the effect they will have on others. Actions such as telling a falsehood, stealing, injuring, and killing are considered wrong most of the time because they result in varying degrees of harm to someone. They also produce reactions from the victims, who in effect say, "If it is right for you to do that to me, then I will not hesitate to do the same thing to you."

nion between a woman and a man with expectation that they will play the roles of wife and husband. After studying extensive cross-cultural data, the anthropologist George P. Murdock concluded that reproduction, sexual relations, economic cooperation, and the socialization of offspring are functions of families throughout the world. We now recognize that Murdock overstated the matter, since there are a number of societies--for instance, Israeli kibbutz communities--in which the family does not encompass all four o[ these activities. What Murdock describes are commonly encountered tendencies in family functioning in most cultures.

Societies differ in how they structure marriage relationships. Four patterns are found: monogamy, one husband and one wife are found; polygyny, one husband and two or more wives; polyandry, two or more husbands and one wife; and group marriage, two or more husbands and two or more wives. Although monogamy exists in all societies, Murdock discovered that other forms may be not only allowed but preferred. Of 238 societies in this sample, only about one-fifth were strictly monogamous.

Polygyny has been widely practiced throughout the world. The Old Testament reports that both King David and King Solomon had several wives. In his cross-cultural sample of 238 societies, Murdock found that 193 of them permitted husbands to take several wives. In one-third of these polygynous societies, however, less than one-fifth of the married men had more than one wife. Usually it is only the rich men in a society who can afford to support more than one family.

In contrast with polygyny, polyandry is rare among the world's societies. And in practice, polyandry has not usually allowed freedom of mate selection for women; it has often meant simply that younger brothers have sexual access to the wife of an older brother. Thus where a father is unable to afford wives for each of his sons, he may secure a wife for only his oldest son.

150 words. You should write your composition neatly on ANSWER SHEET 2 .

经常见到报道云：某某富翁到大学招亲，美女峰拥而至。这一现象引发社会热议。请评论。

ers, and publishers in the future—is that bad writing, chat speak, text, millions of message board posts that come from and lead nowhere, are having a cheapening effect on all written content. Editors and news directors today fret about the Internet as their predecessors worried about radio and TV, and all now see the huge threat the Web represents to the way they distribute their product.

The idea that the practice and craft of writing can simply retool itself for the digital age overlooks the fact that the Web is giving rise to totally unique forms of expression, a writing that is different from the kind traditionally found in books.

For lovers of literary writing, who are now watching the marketplace and Internet erode the remains of nineteenth-century print culture, these assurances may not be particularly consoling. We have no choice but to accept them. Arguing against the forces of digitalization is as much a losing battle as cursing the coming of the evening tide.

to write to Professor Black, your former British colleague, to invite him to attend the ceremony of your department.

Your composition should be more than 150 words. You should write your composition neatly on ANSWER SHEET 2 .

ereby farmers lived together in a village and traveled each day to their nearby fields, was rare in the American West. Instead, various peculiarities of land division compelled the rural dwellers to live apart from each other. The Homestead Act of 1862 and other measures adopted to facilitate western settlement offered free or cheap plots to people who would live on and improve their property. Because most homesteads and other plots acquired by small farmers were rectangular--usually encompassing 160 acres--at most four families could live near each other, but only if they congregated around the same four-corner boundary intersection. In practice, farmers usually lived back from their boundary lines, and at least a half-mile separated farmhouses. Often adjacent land was unoccupied, making neighbors even more distant.

Many observers wrote about the loneliness and monotony of life on the Plains. Men escaped the oppressiveness by working outdoors and taking occasional trips to sell crops or buy supplies. But women were more isolated, confined by domestic chores to the household, where, as one writer remarked, they were "not much better than slaves. It is a weary, monotonous round of cooking and washing and mending and as a result the insane asylum is 1/3 filled with wives of farmers."

Study the following charts carefully and write an essay in which you should:

1) describe the chart briefly,

2) interpret the causes of it, and

3) give your comment on the tendency.

Your composition should be more than 150 words. You should write your composition neatly on ANSWER SHEET 2.