但并非所有的定位皆为“品牌大理想”，例如像金霸王电池这样以品牌理性利益为定位的品牌。
Although not all positionings can become big ideals, for example brands that are positioned around a functional benefit like Duracell batteries.
因此，亚当·斯密什么意思理性和自我利益的行为呢？
So what did Adam Smith mean by rational and self-interested behavior?
博取读者同情压倒了消费者利益，对商人的怀疑也战胜了对法国高失业率原因的理性探讨。
Producer sympathy triumphs over consumer interest. And suspicion of profit precludes sensible discussion of the cost to France in lost jobs.
人类理性地判断自身利益之所在。
That human beings rationally decide what their self-advantage is.
或者是我们自身的利益，我们理性的计算器？
如果欧盟成员国通常将整体利益看得极为重要，那么不统一步调就是不理性的。
Disunity would be irrational if EU members always saw their common interests as Paramount.
在快速城市化进程中，理性终极式的蓝图规划已经不能适应多元化复杂的利益主体对规划的要求。
In the process of rapid urbanization, rational and final planning have already not met the needs of pluralistic and complicated interest groups.
要形成对社会利益关系的清醒认识和理性共识。
We should have a clear realization of the relationship of benefits.
理性、自利和追求利益最大化是“经济人”的主要特性。
Rationality, self-benefit and pursuit of biggest interest are the major features of an"economic person".
企业是“理性”的，具有追求个体“经济利益最大化”动因，因纳税而带来的社会利益，不属于企业决策的相关因素之一。
Enterprises are rational, they have the motive of "maximization of the economic benefit", so the social benefit of tax is not considered by the enterprises.
阿Q的行为大都是理性的，是一种成本利益比较后的理性选择。
Most of A Q's behaviors are rational, a rational choice at a low cost.
但最终结局都是健康理性、实用主义和相互利益的考虑取胜。
But the final result is healthy rational, the pragmatism and the mutual benefit consideration win.
“合理性标准”经历了从以“直接利益”为轴心到以“长远利益”为轴心再到相对客观化的过程。
This standard has been undergoing a course from direct benefit to long-term benefit, and finally to be objective.
新古典经济学认为，经济理性是与自身利益的最大化等同，理性经济人是效用最大化的追求者。
In new classical economics opinion, economic reason equals with one's own maximization of interests, the rational economic people are the pursuer of utility maximization.
因此理性的基金管理公司必然想方设法的争取管理费用的最大化，这与持有人的利益刚好相悖。
Accordingly, a rational fund management company will try the best to maximize the management expenses opposite to the benefits of fund holders.
西方传统理性管理理论中过于注重经济利益的经济主义价值理念在现实中受到了愈来愈多的冲击。
The economism value idea which lay stress on unduly economic interest in Western traditional reason management theory is challenged more and more in real life.
根据布坎南的理论，税务稽查部门是一个理性的“经济人”，他们基于自己利益得失的考虑，也会采取消极的行政行为或行政不作为，从而导致税收流失。
Buchanan s theory, the tax check departments are rational "economic person", thus they will take passive administration or nonfeasance in view of their own interests, which leads to tax run-off.
传统经济学在研究消费决策时通常假设人是理性的，总是在约束条件下寻求利益的最大化。
Traditional economics assumes that people are rational and try to maximize the benefits when studying consumer decision.
当前员工和企业利益博弈的支付结构决定了个人理性必然导致消极合作的“囚徒困境”。
The present payment structure of profit game between the employees and enterprises has determined that personal reason will inevitably lead to a "prisoner dilemma" of passive cooperation.
人是理性的利益行为者，人从事某种行为会考虑其相应的收益。
People are considered as a doer of rational interest because they tend to take into account some related benefits while doing something.
在当前房地产市场竞争激烈客户购买理性的情况下，如何保证客户的利益，是现在房地产企业的越来越重视的一个因素。
In the current competitive real estate market and customers purchase a rational, how to ensure the interests of customers is more and more attention to the real estate business.
第二部分首先分析图书馆版权平衡中多种利益角色存在的合理性，然后对不同利益角色进行了区分和比较。最后讨论了图书馆多种利益角色版权平衡法律实现。
The second part tries to analyze the reasonability of multi interest players, compares the difference between them and discusses to what extent affect library copyright interests balance realization.
只有从整个供应链的理性选择出发，才能实现各参与方利益的最大化，提高供应链整体物流服务质量。
Only when the whole supply chain of rational choice can be achieved to maximize the interests of the participants and improve overall supply chain logistics service quality.
单个企业的理性选择，可能损害到整个供应链的利益。
A rational choice of a single enterprise, be detrimental to the interests of the whole supply chain.
具备目的合理性是土地征收的必要条件，只有直接的公共利益才具有真正的目的合理性。
The rationality of purpose is the essential condition of land collection, Only the direct public benefits has the real rationality of purpose.
在资源稀缺的约束下科学家倾向于理性地选择实现综合利益的最优路径。
With constrain of resource scarcity, scientist trends to choose his optimal path rationally to obtain comprehensive interest.
公共领域理论强调三个核心因素：公众，普遍利益上形成的公众舆论，讨论的理性、批判性和平等性。
The public sphere theory focuses on three core elements: the public, the public opinions formed on common interests and the reason, criticalness and equality of discussion.
文章认为，解决实践理性二重性的关键不是要证明利己主义是完全错误的，而是要创建正义的社会制度、辩证地处理好个人利益与普遍利益的关系。
The key for us to resolve dualism of practical reason is to construct the just social system and harmonize individual interest and universal interest, but not to illustrate that egoism is fully wrong.
文章认为，解决实践理性二重性的关键不是要证明利己主义是完全错误的，而是要创建正义的社会制度、辩证地处理好个人利益与普遍利益的关系。
The key for us to resolve dualism of practical reason is to construct the just social system and harmonize individual interest and universal interest, but not to illustrate that egoism is fully wrong.
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