澳洲大学商科论文写作指南

　　essay题目

　　Analyse the effectiveness of different changes a company can make to a product, and evaluate which is the most effective technique for increasing the lifespan of a product.

　　分析公司针对产品可做出的各类变更的有效性，并评估哪种方式能最有效地延长产品寿命。

　　内容解析

　　All products and services have certain life cycles (Haupt et al., 2015). To remain competitiveness and outperform competitors, companies are making great efforts to extend the life cycle of products, expecting to maximize their benefits from profitable products (Filson, 2012).

　　* 开篇要点：essay起始部分属于 Research topic and question overview(研究主题与问题概述)。这个环节非常重要，要精准抛出研究课题并清晰概述问题。在当下商业格局中，产品与服务皆具生命周期，企业为维持竞争优势、超越对手，着力延长产品生命周期，以实现盈利最大化。大家写 Essay 开篇时，可以借鉴这个方式，迅速切入主题，明确研究方向。

　　Coca - Cola, one of the leading soft drink companies around the world, changed its famous formula and released 'New Coke' in 1985 to respond the increasing competition from Pepsi.

　　主题背景引入：这部分是研究主题及背景介绍。关键在于表述简洁，规避长。以可口可乐为例，其推出新可乐，是在激烈市场竞争下的产品策略调整。大家写essay时，可选取典型案例引l入，既能丰富内容，又能帮助读者理解研究背景。

　　Nonetheless, even though initial market tests to consumers showed the promising sales of 'New Coke', the market reaction was unsatisfactory after the product hit the shelves. In consequence, Coca - Cola had to return to the old formula and it renamed the original coke as 'Classic Coke'. The case study demonstrates an example of failure product life cycle extension, which implies that not all extension effort can result in success. Based on this background, this essay will analyze the effectiveness of different changes a company can make to a product, and evaluate which is the most effective technique for increase the lifespan of a product.

　　案例剖析：这个部分借可口可乐案例强化essay学术严谨性。尽管新可乐初期市场测试前景良好，但上市后市场反馈不佳，可口可乐遂回归原配方并更名。该案例为产品生命周期延长失败之典型，表明并非所有延长举措都能成功。写essay的时候，案例分析很重要，它能深入阐释观点，增强说服力。同时，要像此处基于案例自然引出后续分析评估内容，确保文章逻辑连贯。

　　The essay believes that there is no best extension strategy, and companies need to select appropriate strategies based on market and organizational needs.

　　essay主旨提炼：这句点明essay核心观点，彰显了科学性。即不存在通用的最佳产品生命周期延长策略，企业需依市场及自身组织需求择取适配策略。大家写Essay时，一定要确立清晰核心观点，并做到论证充分、逻辑自洽。

　　To offer an in - depth understanding, the essay is structured as follow. Firstly, the product life cycle model will be introduced and the importance of life cycle extension will be identified. Secondly, extension strategies and tactics will be compared and evaluated. Finally, a conclusion will be made to summarize the key points of the essay.

　　Essay结构规划：这个部分清晰呈现essay结构(essay structure)，凸显逻辑性。运用"firstly..secondly...finally.."结构，可以直观展示论述的维度，便于prof把握essay架构。大家写essay前应该先精心规划结构，确保思路清晰、条理分明。

　　在澳洲大部分大学，essay和专业模块知识紧密相连。拿到 Essay 题目后，可先从学校网站的 Course content 着手。其次确定核心知识;最后拓展内容。用这个步骤，基本上能写出逻辑与深度兼具的 Essay～