unit3_贸易.doc

第三单元 贸易、金融SECTION I 英译汉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 Chinas tea drinkers. 向中国的饮茶人兜售咖啡,听起来像是不可能完成的任务(天方夜潭)。Starbucks solution is to select high-profile locations on the busiest streets, where stores are sure to seduce the see-and-be-seen set.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 （浸泡）nearly 5.000 years of tea. （steep：stay in a liquid, for bringing out a taste,etc.）随着星巴克在中国开拓市场的强劲势头,具有近5,000年历史的中国茶文化就渗透了来自咖啡王国的浓香。The goal: to build hip hang-outs that tap into a new taste for Chinas emerging middle class.(hip: sl. 赶时髦的；tap into：开发) 目标是把星巴克建成时新的常去的场所,吸引中国新兴中产阶级品尝新的口味(开发新的口味来迎合中国新兴的中产阶级)。Starbucks in China doesnt plan any advertising, promotions, or other marketing strategies, aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. 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。Instead, the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising medium is the store itself.相反,星巴克公司依靠选择那种显眼的、交通发达的咖啡店店址来做自我宣传;星巴克最主要的宣传媒介是咖啡店本身(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 science. 然而，在变化莫测（变化飞快）的这个中国大城市找到能体现适当生活方式的地方，与其说是一种科学的经营理念，倒不如说是一场赌博（很像是一场赌博而不大像是科学经营手段）。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. 在美国，该公司利用计算机处理的地图数据库探寻潜在街角，但这种做法在中国城市却没有多大用处。Starbucks also faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijings Forbidden City. 同时，星巴克也面临着一场攻艰战。据当地媒体报道，70%的接受调查者不同意星巴克在北京的紫禁城开连锁店。And even for middle-class Chinese, Starbucks is a barely affordable luxury. 即使对中国的中产阶级而言，星巴克咖啡也是一种勉强能消费得起的奢侈品。While retailers say a top marketing weapon in urban China is to charge more for public consumption. 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， Thats because Chinese customers have different priorities than their American yuppie counterparts. 原因是中国消费者的侧重点与美国的雅皮士们不同。40 years old guys are not coffee drinkers, but if the environment is good and the coffee is not bad, theyll come back. 40岁的中国人几乎不喝咖啡，但如果环境优雅、咖啡味道又不差，他们还会成为回头客。The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people dont go there for the coffee. 星巴克咖啡店的布置，艺术作品及食品供应吸引着中国人的眼球，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，They go there to present themselves as modern Chinese in a public setting.而是在公共场合炫耀自己是新潮的中国人。SECTION II 汉译英人民币汇率The Exchange Rate of Renminbi人民币汇率改革最早起于1994年。我们当时确定的机制是以市场供求为基础，单一的、有管理的浮动汇率。We first began reforming our exchange rate regime (system) in 1994. It was decided at that time that we would adopt (opt for/choose) a market-based, single, regulated floating exchange rate regime. 有人说，人民币汇率固定不变，这不是事实。浮动的幅度小，这是事实。Some people claim (Critics complain) that the value of the renminbi (RENMINBI) is fixed and has not changed. This does not square with (is not in conformity with) the facts. (The facts prove otherwise.) I think it would be more accurate to say that the band of fluctuation of the renminbi is (quite) narrow. 1994年到现在，人民币实际对美元升值了18.5%，对欧元升值39.4%。1997年亚洲发生金融风暴后，我们顶住了要求人民币贬值的压力。Since 1994, the renminbi has appreciated in real terms by (has registered gains of) 18.5 percent against the U.S. dollar and by 39.4 percent against the Euro. In 1997, during the Asian financial crisis. (During the Asian financial crisis of 1997) we withstood (resisted) pressures for renminbi devaluation and 从那个时候起，人民币浮动幅度小了。我认为一个国家的汇率制度应该从这个国家的国情出发，依据它的经济和金融发展状况来决定。since then, the band of fluctuation of the value of the renminbi has been quite narrow (the value of the renminbi has fluctuated only within narrow limits). The exchange rate of a countrys currency (the currency of a country) should be set (determined) in accordance with (according to) its national conditions and the state of its economic and financial sector.毋庸讳言，我们金融改革的任务还十分艰巨，我们在1996年才实行经常项目下的人民币可兑换，There is no denying that we still face very daunting (formidable) tasks in financial and banking reform. We already allowed our currency to be freely convertible in (under) the current account in 1996, 但