商务英语的翻译.doc

3 online book stores battle on low-prices, regular shops suffer 3网上书店的战斗些便宜,定期商店受到影响Three leading online retailers in China - D, 360 and - are locked in a battle on low price books, leading to a decline in book sales in regular shops, according to media reports. 据媒体报导，中国三大网上零售商 当当网,360 和在一次竞争中锁定低价格的书,导致了正规商店的书销量下降了。Chinas biggest online B2C (Business-to-Customer) consumer products retailer 360 launched a marketing campaign claiming to be 20 percent lower than other online book retailers Tuesday, taking its profit margin to zero or minus. Liu Qiangdong, CEO of 360, said in his microblog that the company will continue the price battle even if books are given away for free, according to a National Business Daily report. 礼拜二，中国最大的在线B2C(Business-to-Customer)消费产品零售商360 发起了一个营销活动自称是“20%低于其它网上图书零售商“,以其利润率为零或减。刘Qiangdong,360 的首席执行官,说他的microblog表示, 根据一项全国性的业务的日常报告，该公司将继续价格竞争,即使书是免费开放。360 entered the online book selling business by launching its online bookstore on November 1. Liu announced the companys marketing campaign plan of 20 percent lower than other online book retailers on December 10, just two days after s IPO on the New York Stock Exchange. He also said that used its dominating position in the online book selling sector to encourage publishing houses to terminate supplies to 360 - and this led 360 to respond with the industrys most dramatic marketing campaign. 360 进入在线书籍销售业务, 于11月1日推出网上书店。12月10日,就在两天前的IPO当当网在纽约股票交易所，刘宣布公司的市场营销活动计划“20%低于其它网上图书零售商“。他还说,当当网利用其统治地位与在线书籍的销售机构携手合作,鼓励出版社终止供应360 而这让360 回应与行业最戏剧性的促销活动。The campaign has already brought 360 more than 1 million yuan ($105,006.81) in sales as of midday on Tuesday, and Liu said the sales volume could reach 2.4 million yuan ($360,160.28) that day alone. 星期二中午,这项运动已经造成了360 超过100万元人民币(105006美元.81)的销售,刘说那一天销量将达到240万元(360160.28美元)。And 360s marketing campaign also triggered a chain reaction in the industry. 和360 的营销活动还引发了整个产业一系列的连锁反应的发展。A announced on Wednesday a 20 percent discount and free delivery. Li Ying, Vice President of , said that a 20 percent discount is the best offer the company can make. A Youth Daily report said that had to squeeze profits to join the price battle because customers are price-sensitive. A has to defend its market share and customer-base, which are vital for its financing. 在星期三宣布A 20%的折扣和免费送货。李英,副总裁说,20%的折扣是最好的公司提供。一个青年报报道说,不得不榨取利润的加入战争,因为客户的价格敏感。A必须保卫其市场份额和customer-base,其融资的关键。/D also launched its plan, giving each customer coupons for a reduction of 30 percent. Li Guoqing, CEO of , said in his microblog that he cannot allow 360s books to be cheaper than those sold by . He said that 360 has far fewer books than , and s customer service and delivery system are much better. 当当网也发起了它自己的计划,让每一位客户券降价30%。李宋国青经济学,当当网总裁说,他不能在他的microblog让360名的书比较便宜出售比当当网。他说,360 有少得多的书比当当网,当当网的客户服务和配送体系更好些。D officials and several publishing houses also denied that they had encouraged publishers to terminate supplies to 360. Some publishing houses sent letters from their lawyers to 360, accusing 360 of breaking the bottom line of book prices written in their contracts. 当当网官员和一些出版社也否认他们鼓励出版商供应360 终止。有些出版社写信到360 从他们的律师,指责360 破碎的价格底线的书,写在他们的合同。360 announced on Wednesday that the company will use a discount coupon system to replace the 20 percent lower than other online book retailers campaign. 360 周三宣布,公司将利用一个折扣券系统替换了“20%低于其它网上图书零售商”运动。The price battle is continuing and regular book shops are suffering the most. 战斗继续价格和定期书店里最受苦。/Liu Gui, owner of book store Page One, was quoted by the Today Morning Express as saying that book stores can hardly make any profits. And Zhu Yufang, manager of a book shop in Hangzhou, Zhejiang Province, said that the price battle would bring these online retailers huge orders, but the sales of regular book shops would suffer. In addition, due to the rising cost of rentals, many shops risk having to close down. 刘Gui,业主书店第一页,引用的表达的话说,今天早晨书店几乎发不出任何利润。裕方曾经和朱经理一个书店、浙江杭州说,价格将这些在线零售商战斗中巨大的订单,但是销售规律的书店,将蒙受损失。此外,由于成本上升的租金,风险有许多商店关闭。90% of Chinas Group Buying Sites Fail New Government Rating System 中国90%的团购网站新的政府评级制度失败Only 20 in the first group of over 300 sites that have been rated meet the new government standards, highlighting problems in Chinas e-commerce market. (CFP/file) 只有20第一批300余处,已被评为迎接新政府标准,突出了中国电子商务市场中存在的问题。(CFP /文件)The Chinese government is creating a ratings system for group buying websites, but only 20 in the first group of over 300 sites that have been rated meet the new government standards, highlighting problems in Chinas e-commerce market, according to a Chinese newspaper. 中国政府正在创造一个评分系统集团收购网站,但只有20里第一批300余处,已被评为迎接新政府标准,突出了中国电子商务市场中存在的问题,根据中文报纸。Beijing Business Today reported that the government will put into place a regulation regarding rating the group buying websites on Oct. 29 and provide certification to those qualified as reliable sites after being rated by the China International Electronic Commerce Center of the Ministry of Commerce. 报道说,北京今天生意将纳入地方政府规定的关于等级团购网站提供认证,年10月29日,合格后提供了可靠的网站被评为中国国际电子商务中心商务部。Online group buying is a growing market in China with 1215 websites of scale existing as of the end of August, according to a report by the China e-Business Research Center, while Analysys International, a market research company, predicted the market size will be close to one billion Chinese yuan by the end of this year. 网上团购是一个正在增长的市场在中国现有1215个网站的规模8月底的一份报告显示,由中国电子商务研究中心,而易观国际市场研究公司,预测市场规模将接近十亿元人民币到今年年底。The Chinese government began its involvement in regulating the online business as disputes surrounding group buying began increasing. More than 7 million complaints or comments can be found on Chinas online search engine Baidu when searching for group buying frauds. 中国政府开始参与在线业务规范周围团购开始纠纷越来越多。超过700万宗投诉或意见,可以发现在中国的网上搜索引擎百度在搜寻团购骗子。Although the rating is not mandatory, businesses in the industry note that some of the standards are stringent and expect that sites unable to meet the requirements might exit the market. 尽管评级不是强制性的,企业在产业注意一些标准的严格的,希望网站无法满足要求可能会退出市场。For example, new regulations require companies running a rated website to have a minimum registered capital of 500,000 yuan. 例如,新的规定要求公司排名网站运行最低注册资本500000元人民币。Zhang Ge, CEO of the China Business Credit Platform that developed the new standards, said the rating system also place importance on the sites traffic. 张Ge,CEO的中国企业信用信息平台,开发了新标准,评级系统也说非常重视这些网站的交通。After all, some group buying sites are in no condition to win over customers, Zhang said. “毕竟,一些团购网站是在任何情况下能赢客户”,张说。Those websites deemed qualified will have a label clearly marked on their web pages to guide online users, Zhang said, along with the sites credit limit, which indicates the sites capability of conducting transactions. 这些网站视为合格的将会有一个标签注明在他们的网页来指导在线用户,张说:随着网站的信用额度,表明本网站的能力进行交易。The center will regularly check the sites and adjust their rating and credit limits. 该中心将定期检查现场并调整其等级和信贷限额。Alibaba and the 2,236 thieves阿里巴巴和2236年的小偷IN ITS early days, the founders of eBay would often say that their real accomplishment was neither their clever technology nor the electronic marketplace they had createdboth of which existed before. Instead, their achievement was spiritual: they helped create trust between people who never met. 在早期的天,易趣的创始人说,他们常常会大成就既不是他们的聪明的技术和电子市场,他们有created-both之前就已经存在。相反,他们的成就是精神:他们帮助建立相互信任的人从未见面。Building this sort of trust was always going to be a challenge in China, where counterfeiting and the production of dangerously flawed products is rife, but it has been a key aspect in the development of Alibaba, Chinas eBay-inspired ecommerce platform. The companys value as an electronic listing service has always been evident: standard business directories had disappeared after the communist revolution and an information vacuum persisted after the economic re-awakening. However, given Chinas problems with fraud and product quality, its potential as a trading platform has been a matter of debate, attracting both believers and sceptics. It now appears evident that at least some scepticism is warranted. 这种信任是建设一直是一个在中国的挑战,在那里制假及生产危险的瑕疵产品是普遍存在的,但是它已经被一个关键方面是阿里巴巴的发展,中国的eBay-inspired电子商务平台。公司的价值为电子上市服务永远是显而易见的:标准的商务目录已经消失的共产主义革命和信息真空坚持经济re-awakening之后。然而,考虑到中国的问题以欺诈和产品质量,其潜在的贸易平台已争论的焦点,吸引了众多信徒和怀疑论者。现在看来显而易见的,至少是值得怀疑的。On February 21st, in a filing with the Hong Kong Stock Exchange, Alibaba announced two of its most senior representatives, David Wei, the chief executive, and Elvis Lee, the chief operating officer, would resign to accept responsibility for the company having granted golden status a mark of supposed integrity, to 2,236 dealers who it says had subsequently defrauded buyers. Although the two executives were not personally implicated, the company said an internal investigation had found that about 100 sales staff and “a number of supervisors and sales managers” were “directly responsible in either intentionally or negligently allowing the fraudsters to evade” various controls. 年2月二十一号,在一个归档与香港证券交易所,阿里巴巴宣布了两个最资深代表,大卫小薇,执行长,和猫王埃尔维斯李,首席运营官,将辞职去接受负责公司拥有授予“金状态”的标志应该操守,2236家经销商说谁后来欺负的买家。虽然这两位执行长(高级主管不亲自完成,该公司表示,一次内部调查发现大约100销售人员和“大量主管和销售经理”是“直接负责要么故意或者过失使得欺诈者规避“各种控制。Alibaba says the average compensation claim from victims of the scams is only $1,200 but it has not so far disclosed how much the claims are likely to cost it in total. In 2009, as the frauds started coming to light, the company set up a compensation fund, which has so far paid out $1.7m to 2,249 buyers. 阿里巴巴说从受害者的平均赔偿请求权的陷阱是仅为1200元,但是还没有透露多少迄今为止被请求可能代价的份量。在2009年,舞弊行为开始来光,公司建立了补偿基金,目前支付$ 1.7米到2249的买家。The revelations, and the companys response, have generated conflicting responses. One view, which the company itself is vigorously promoting, is that the resignations and the firms public announcements are indicative of Alibabas underlying integrity and quality. It investigated the fraud accusations thoroughly and was forthcoming in publishing details, in sharp contrast with other Chinese companies caught up in scandals, most notably those involved in distributing melamine-tainted milk. 这种揭露真相的方式,和公司的反应,产生了矛盾的反应。一个观点是,大力推进公司本身,而且该公司的辞职是提示性公告阿里巴巴的潜在的完整性和质量。它调查了欺诈指控,即将出版的深入细节,与之形成鲜明对比的是与其他中国公司卷入丑闻,尤其是那些参与分布含三聚氰胺的牛奶。Conversely, it can be argued that Alibaba had little choice. The revelations put the companys very existence at risk. Anything other than a highly publicised defenestration of senior people could have been fatal to the overall business. The scam originated in a critical part of its business, a dedicated platform called “China Gold Supplier”. A trader pays a fee to join, and then after being verified by a third party, can sell to global buyers. The scams endangered the endorsement value of this verification system, and, of course, undermined the incentives for any global buyer to work through Alibaba. Had Alibaba done nothing, it may have ultimately been worth nothing. 相反地,它可以认为,阿里巴巴别无选择。这种揭露真相的方式把公司的生存风险。有一个高度的宣传defenestration资深人士组建的可能是致命的总体业务。作弊源于其业务的一个重要组成部分,一个专门的平台,称为“中国黄金供给商”。一个交易者支付费用的加入,然后经过验证了第三方,可以卖给全球买家。濒危的背书骗检定系统的价值,当然,破坏任何全球买家诱因工作通过阿里巴巴。阿里巴巴有什么都不做,这可能最终被不值。The investigation attributed the fraud to “the pursuit of short-term financial gain at all cost”. It emerged at a time when Alibabas broader business prospects have seemed to be dimming. Its shares fell abruptly after the announcement, but even before it they had been trading at less than half their level in the heady days of 2007, following the companys initial public offering. 调查欺诈归咎于“追求短期的经济利益不惜一切代价”。它出现在阿里巴巴的时候有更广泛的商业前景似乎暗淡了。其股票下跌突然结果宣布之后,但即使他们一直交易之前不到一半的水平的通货天的2007年,公司首次公开上市。The companys chairman, Jack Ma, is a brilliant speaker and acclaimed visionary and, apparently, too important to walk the plank with his underlings. In the aftermath of the announcement, he issued a letter saying, “only through holding onto our ideals and our principles will we be able to become the pride of this era!” Despite the resignations, global buyers considering using Mr Mas portal may need further reassurances as to what those ideals and principles are. 公司的主席马云,是个有才气的演说家和赞誉梦幻显然,如此重要,走路和他的下属。在刚结束的宣言中,他发出的信说,“只有通过抓住我们的理念和我们的原则我们将能够成为这个时代的骄傲!“尽管辞职,全球买家考虑使用马英九的门户,只需要探讨的那些理想和原则。Can Alibaba restore trust after fraud scandal? 阿里巴巴恢复信任可以欺诈丑闻吗?Rebuilding trust with your customers isnt easy following a major crisis. Sadly, relationships that take years to build can be harmed or destroyed entirely practically overnight. 重建信任你的客户并不容易跟随一个大危机。不幸的是,花数年的时间才能建立关系,会伤害或破坏几乎在一夜之间全部。Alibaba, the Chinese business-to-business marketplace that Yahoo owns a substantial chunk of, is the latest company to learn that lesson the hard way. 阿里巴巴,中国业务市场,雅虎拥有大量大块,是最新公司吸取教训了艰难的路途。It may not get as much press attention as it arguably deserves in the West, but Alibaba is arguably one of the most important ecommerce companies on the web. It connects thousands of suppliers, most of which are based in China, with buyers around the world. These buyers range from mom and pop importers to major multinational retailers. 它不可能得到了很多媒体关注,因为它是值得在西部,但阿里巴巴可以说是其中一个最重要的电子商务网络公司。它连接数以万计的供应商,其中大部分是公司立足中国,因买方环游世界。这些客户范围从妈妈和流行进口商主要跨国零售商。Doing business overseas always comes with risk and poses challenges, and although China has become one of the most attractive places to source goods over the past decade, doing business in China is usually not a walk in the park. Simply finding and negotiating with suppliers can be tricky due to geographic distance, language barriers, etc. But challenge has proven to be opportunity for Alibaba, which has successfully facilitated countless supplier-buyer relationships in China. 经商的海外总要有风险,提出了挑战,尽管中国已成为一个最吸引人的地方采购货物在过去的十年中,在中国做生意通常并不在公园里散步。简单寻找和谈判与供应商也会是棘手的,由于地理距离、语言障碍,等。但是挑战已被证明是阿里巴巴的机会,它已成功地推动我国supplier-buyer关系无数。One of the ways Alibaba has sought to make buyers more comfortable doing business with Chinese suppliers is a Gold Supplier program. Suppliers in this program are supposed to be vetted to ensure that they are who they say they are. Alibabas website explains: 阿里巴巴的方法之一,也试图让买家更舒适做生意的中国供应商是一个“金供应商”的程序。供应商应该是这个项目的审查,以确保他们说他们是谁。阿里巴巴的网站解释.all Gold Supplier members have had their identities authenticated and verified by a reputable third-party security service provider. This means that the Gold Supplier members company registration details have undergone a thorough check to make sure that the entity is real and legitimate. 所有金牌供应商会员身份验证并且已经验证了一所著名的第三方安全服务提供商。这意味着黄金供应商会员的公司登记细节都发生了一个彻底的检查,以确保实体是真实的和合法的。But Gold Supplier status is only as meaningful as the quality of the supplier screening. And therein lies the source of Alibabas crisis: Alibaba discovered that some of its own employees had been assisting or allowing fraudsters to set up Gold Supplier accounts to defraud buyers. In a statement, the company admitted: 但是黄金供应商地位只是和有意义的高品质的供应商筛选。这是我们的来源和阿里巴巴的危机:阿里巴巴发现一些自己的员工已经帮助或允许造假者的供应商建立黄金账户来欺骗的买家。在一份声明中,该公司承认:About 100 sales people, out of a field sales force of about 5,000, as well as a number of supervisors and sales managers, are directly responsible in either intentionally or negligently allowing the fraudsters to evade our companys authentication and verification measures and systematically establish fraudulent storefronts on the international marketplace. The investigation concluded that the pursuit of short-term financial gain at all cost had tainted parts of our sales organisation, risking serious damage to our companys core values. 大约100的销售人员,销售力量,以及大量主管和销售经理,直接负责要么故意或者过失使得欺诈者逃避我们公司的认证和核查措施,系统地建立在欺骗的店面国际市场。调查得出的结论是:追求短期的经济利益不惜一切代价有污染我们的销售组织的部分,冒严重损害公司的核心价值观。According to Jack Ma, Alibabas founder, We must send a strong message that it is unacceptable to compromise the companys culture and values. So the company sacked its CEO and COO effective immediately. 根据马云,阿里巴巴的创始人,“我们必须发出一个强烈的信息,即是不可妥协的公司的文化和价值观。“这样的公司解雇了它的首席执行官和首席运营官立即生效。According to the company, 2,300 Gold Suppliers who signed up for Alibaba in the past two years committed fraud, and the average fraud claim was valued at less than $1,200. 据该公司介绍,2300金币供应商签署了阿里巴巴在过去的两年里欺诈,平均欺诈索赔值少于1200美元。Thats a relatively small portion of the overall number of suppliers doing business on Alibaba, and a relatively small claim size given the volume of business facilitated through the site, but the fact that at least some of the fraudsters were apparently aided by Alibaba employees threatens the companys credibility in a big way. After all, if you cant trust that theres a real difference between a Gold Supplier and a free Alibaba supplier, you really cant trust Alibaba. 这是一个相对较小的部分的整体数量的供应商经商阿里巴巴,以及一个相对小的体积大小给定要求商业促进通过网站,但事实上,至少一些骗子显然是藉由阿里巴巴员工公司的信誉威胁上起着重要作用。毕竟,如果你不能信任:存在着一个实际的区别和一次免费黄金供应商阿里巴巴供应商,你真的不能信任阿里巴巴。The good news is that Alibabas response - a management shakeup and painful public admission - is a good start to restoring trust. Transparency and accountability are important, and the company has sent a strong message that it is serious about its reputation and will hold those at the top accountable for what those below them do. It has apologized and explained, the first two steps in rebuilding trust. 好消息是阿里巴巴的反应管理流言和痛苦的公开承认是一个很好的开始恢复信任。透明度和问责是重要的,公司已传达了强烈的信息,中国对台动武的声誉和将举行高层低于他们的行为负责。它有道歉并解释说,前两个步骤重建信任。But step three - fully rectifying the situation - will be tough given the incentives employees, particularly those in sales, have to particip