2018年5月翻譯考試catti三級(jí)筆譯實(shí)務(wù)試題：星巴克

　　Converting the Masses: Starbucks in China

　　星巴克強(qiáng)力吸引中國(guó)消費(fèi)者

　　It sounds like Mission Impossible: Sell coffee to China’s tea drinkers. Starbucks’ solution is to select high-profile locations on the busiest streets, where stores are sure to seduce the see-and-be-seen set.

　　向中國(guó)的飲茶人兜售咖啡，聽(tīng)起來(lái)像是不可能完成的任務(wù)(天方夜譚)。而星巴克的招數(shù)是選擇繁華街道的黃金地段(醒目地點(diǎn))，在那兒咖啡店一定會(huì)吸引那些愛(ài)湊熱鬧的人。

　　As Starbucks launches an aggressive expansion in China, a coffee frontier steeped in nearly 5,000 years of tea. The goal: to build hip hang-outs that tap into a new taste for China’s emerging middle class.

　　星巴克在中國(guó)努力開(kāi)辟新的市場(chǎng)，但中國(guó)有著近五千年的飲茶歷史，因此，星巴克尋址開(kāi)店的經(jīng)驗(yàn)和市場(chǎng)營(yíng)銷(xiāo)面臨著嚴(yán)峻的考驗(yàn)。目標(biāo)是把星巴克咖啡店建成時(shí)髦的熱門(mén)去處，來(lái)滿足中國(guó)新興中產(chǎn)階級(jí)對(duì)咖啡這種新飲品的需求。

　　Starbucks China doesn’t plan any advertising, promotions, or other marketing strategies, except for sponsoring an online coffee club and the occasional office tower coffee tasting. Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that market themselves. Its main advertising medium is the store itself.

　　除了在網(wǎng)上主辦咖啡俱樂(lè)部及偶爾在寫(xiě)字樓提供咖啡品嘗活動(dòng)之外，星巴克在中國(guó)不打算進(jìn)行任何廣告宣傳、促銷(xiāo)活動(dòng)，也不打算實(shí)施其他的營(yíng)銷(xiāo)策略。相反，星巴克公司依靠的是咖啡店的選址，交通便利的醒目地址便是其最主要的宣傳手段。

　　But in fast-changing Chinese cities, finding locations that will embody the right lifestyle is more akin to gambling than to science. The computerized mapping databases that the company uses to test a potential street corner in the United States would be little help in Chinese cities. Yet Starbucks faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing’s Forbidden City. And even for middle-class Chinese, Starbucks is a barely affordable luxury.

　　然而，在飛速變化的中國(guó)城市找到能體現(xiàn)星巴克所代表的生活方式的店址，與其說(shuō)是一種科學(xué)，倒不如說(shuō)是一場(chǎng)。在全球市場(chǎng)，星巴克星以對(duì)房地產(chǎn)的獨(dú)到洞察力而著稱(chēng)，但是利用計(jì)算機(jī)處理的繪圖數(shù)據(jù)庫(kù)來(lái)研究美國(guó)街頭某一個(gè)位置開(kāi)設(shè)星巴克咖啡店的盈利潛力，但這種做法在中國(guó)城市卻行不通。同時(shí)，星巴克也面臨著一場(chǎng)攻堅(jiān)戰(zhàn)。據(jù)當(dāng)?shù)孛襟w報(bào)道，70%的接受抽查者不同意星巴克在北京的紫禁城開(kāi)連鎖店。即使對(duì)中國(guó)的中產(chǎn)階層而言，星巴克咖啡也是一種消費(fèi)不起的奢侈品。

　　While retailers say a top marketing weapon in urban China is to charge more for public consumption. (Retailers say a top marketing weapon in urban China is to charge more for public consumption, where price can serve as an indicator of quality and sophistication.) That’s because Chinese customers have different priorities than their American yuppie counterparts. Guys 40 years old are not coffee drinkers, but if the environment is good and the coffee is not bad, they’ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’t go there for the coffee. They go there to present themselves as modern Chinese in a public setting.

　　不過(guò)，零售商們卻說(shuō)，在中國(guó)城市營(yíng)銷(xiāo)的一個(gè)最強(qiáng)有力的武器就是對(duì)大眾消費(fèi)品制定高價(jià)格，原因是中國(guó)消費(fèi)者的側(cè)重點(diǎn)與美國(guó)的雅皮士們不同。40歲的中國(guó)人不喝咖啡，但如果環(huán)境優(yōu)雅、咖啡味道又不差，他們還會(huì)成為回頭客。雖然咖啡仍是星巴克咖啡店的主題，但店內(nèi)的布局、藝術(shù)品的擺放以及可供選擇的各色食品比咖啡本身更令中國(guó)人著迷，而且人們光顧星巴克并不為了喝咖啡，而是為了在公共場(chǎng)合有機(jī)會(huì)表明自己是時(shí)尚的中國(guó)人。(星巴克咖啡店的布置、藝術(shù)設(shè)計(jì)及食品經(jīng)過(guò)調(diào)整之后更符合中國(guó)消費(fèi)者的口味，但咖啡還是主要供應(yīng)品，而且人們光顧星巴克不是為了喝咖啡，而是為了在公共場(chǎng)合炫耀自己跟上了潮流的發(fā)展。)