2018年5月翻译考试catti三级笔译实务试题：星巴克
Converting the Masses: Starbucks in China
星巴克强力吸引中国消费者
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.
向中国的饮茶人兜售咖啡，听起来像是不可能完成的任务(天方夜谭)。而星巴克的招数是选择繁华街道的黄金地段(醒目地点)，在那儿咖啡店一定会吸引那些爱凑热闹的人。
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.
星巴克在中国努力开辟新的市场，但中国有着近五千年的饮茶历史，因此，星巴克寻址开店的经验和市场营销面临着严峻的考验。目标是把星巴克咖啡店建成时髦的热门去处，来满足中国新兴中产阶级对咖啡这种新饮品的需求。
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.
除了在网上主办咖啡俱乐部及偶尔在写字楼提供咖啡品尝活动之外，星巴克在中国不打算进行任何广告宣传、促销活动，也不打算实施其他的营销策略。相反，星巴克公司依靠的是咖啡店的选址，交通便利的醒目地址便是其最主要的宣传手段。
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，在飞速变化的中国城市找到能体现星巴克所代表的生活方式的店址，与其说是一种科学，倒不如说是一场。在全球市场，星巴克星以对房地产的独到洞察力而著称，但是利用计算机处理的绘图数据库来研究美国街头某一个位置开设星巴克咖啡店的盈利潜力，但这种做法在中国城市却行不通。同时，星巴克也面临着一场攻坚战。据当地媒体报道，70%的接受抽查者不同意星巴克在北京的紫禁城开连锁店。即使对中国的中产阶层而言，星巴克咖啡也是一种消费不起的奢侈品。
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.
不过，零售商们却说，在中国城市营销的一个最强有力的武器就是对大众消费品制定高价格，原因是中国消费者的侧重点与美国的雅皮士们不同。40岁的中国人不喝咖啡，但如果环境优雅、咖啡味道又不差，他们还会成为回头客。虽然咖啡仍是星巴克咖啡店的主题，但店内的布局、艺术品的摆放以及可供选择的各色食品比咖啡本身更令中国人着迷，而且人们光顾星巴克并不为了喝咖啡，而是为了在公共场合有机会表明自己是时尚的中国人。(星巴克咖啡店的布置、艺术设计及食品经过调整之后更符合中国消费者的口味，但咖啡还是主要供应品，而且人们光顾星巴克不是为了喝咖啡，而是为了在公共场合炫耀自己跟上了潮流的发展。)
