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Given the worldwide growth of the over-the-counter (OTC) drug market and the increase in the direct-to-consumer advertising of medicines, pharmaceutical branding has become an increasingly important component affecting the consumer’s beliefs about, and hence their responses towards, OTC medicines. The brand name is one of the most important external cues for brand evaluation and influences various aspects of consumer-brand association (e.g., perceived quality/efficacy, brand attitude, and brand image). Although sound symbolism, which refers to the non-arbitrary association that exists between particular sound sequences and specific meanings in speech, has proven to be an effective means of creating successful brand names in a wide range of products, surprisingly little attention has been paid to its application in the case of pharmaceutical branding. In this study, we systematically investigated whether and how consonants in drug brand names influence consumers’ medicine expectancies (e.g., medicinal power, long-lasting efficacy). Across three experiments, a robust effect of voiced (vs. voiceless) consonants present in brand names on the perceived potency and activity for target medicines was found. In addition, the results also revealed that voiced (vs. voiceless) consonants increase the expectancies of medicine effectiveness, duration of medicine activity, price, and potential side effects. Furthermore, we found that the perceived potency and activity for brand names significantly mediated the effect of voiced consonants. Taken together, these findings enhance our understanding of the role of consonant sound symbolism in brand name development and can potentially help pharmaceutical firms to create appropriate brand names that can effectively communicate information concerning a medicine’s properties. 相似文献
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Mesay Yami Alemayehu Wubie Abebe Cheffo Yared Mesfin 《Lakes & Reservoirs: Research and Management》2020,25(2):230-243
The present study was conducted to share the experience of promoting fish production and marketing from the Tendaho Reservoir of the Afar region, Ethiopia. The study results indicate the reservoir is serving its purpose, namely to generate gainful employment for the pastoralist youth and to create sustainable livelihoods and sources of income for the pastoralist‐fishermen of the Afar region. Further, the reservoir fish production has improved the nutrition and food security status of children. It also created a new business entry for hotels and restaurants in the area. Fishermen in the study areas, however, face problems getting the required support for such efforts, in the form of training in fish post‐harvest practices. The present study also indicates dried catfish marketing should be targeted in the short run to address the substantial fish spoilage observed in the high‐production hot season. Dried catfish marketing is highly recommended for the Afar region since it is well adapted to the climate of the study area, noting the product is less perishable and can be sold throughout the country. Dried catfish marketing is also expected to address the problem of gender inclusiveness, an issue clearly missing in the fish production system in the study areas. 相似文献
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Research on food waste reduction suggests that solutions aimed at reducing waste early in the consumption cycle are the most impactful. Based on this premise, food research labs and food manufacturers have started creating and selling foods made from food ingredients that are generally discarded. Such foods, termed upcycled foods, are safe for human consumption and provide a promising solution to reduce food waste. However, the commercial success of this new category of foods will depend on consumers’ acceptance. This research examines a key indicator of acceptance – consumers’ willingness to pay. We find that although consumers are willing to pay less for upcycled foods compared to conventional alternatives, messaging increases consumers’ willingness to pay. Specifically, we find that rational messaging is more effective than emotional messaging. Overall, our findings suggest that upcycled foods may command good acceptance among consumers. 相似文献
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新冠肺炎疫情发生以来,政府出台了交通管制等一系列措施,对疫情进行严防严控、联防联控、群防群控,取得了阶段性成效。但这些管制措施对长子县蔬菜生产造成了影响,出现了短期不平衡现象。文章通过蔬菜稳产保供工作中对蔬菜产销情况的日常监测,分析了疫情对当地蔬菜产业的影响,对采取的应对措施进行了总结,对今后蔬菜产销恢复提出了建议意见。 相似文献
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基于电信行业新增市场逐渐缩小,存量经营成为企业营销重点这一趋势,阐述了电信企业要实现数据驱动存量营销所需具备的条件以及目前尚存在的问题,并针对存量营销四大目标提出数据驱动存量营销发展策略建议:进行数据驱动存量营销IT系统的能力架构设计;梳理并建立电信企业存量营销运营管理流程;建立客户需求标签库和营销/策略资源库两个基础库;完善并建立需求资源配置、渠道触发和数据化管理三大存量营销核心能力. 相似文献
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贾欣 《安徽电气工程职业技术学院学报》2015,(Z1):65-71
随着SG186营销业务应用系统的深化应用,业务人员需将业务与操作应用紧密结合,不断提高应用水平,电费管理业务模块在应用过程中出现了各种各样的故障问题,文章对电费管理业务的一些常见问题进行了分析说明,并提出了相应的处理方法。同时对SG186营销业务应用系统非政策性退补流程和用户档案计费信息参数的应用做了介绍。 相似文献
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With the process of globalisation and the development of management models and information technologies, enterprise cooperation and collaboration meets a new business and technical environment. The Internet of things, mobile Internet, cloud computing and big data technologies build a sensing environment for all kinds of businesses. Inter enterprise collaboration is also meeting the new challenges of omni-channel marketing, closed-loop supply chain and enterprise networks integration. A data convergence oriented enterprise networks integration architecture with relative enabling technologies is developed in the paper. In order to collect, transfer and fuse data from different data sources, Data Portal (DP) and Collaboration Agent (CA) concepts are introduced, which present a lightweight and loosely coupled infrastructure for enterprise networks integration. How to use the developed technologies to solve problems of product lifecycle management and omni-channel marketing management are discussed in detailed cases studies. 相似文献