[00600高级英语中英翻译B10HowMarketLeadersKeepTheirEdge.docVIP

Lesson tenHow Market Leaders Keep their Edge　by Michael Treacy and Fred Wiersema　课文翻译 (Translation of the text)　领先市场的公司怎样保持竞争优势　米歇尔?特雷西 弗雷德?沃西马Our research shows that no company can succeed today by trying to be all things to all people .我们的调查表明，没有一家公司能够做到面面俱到，满足所有人的需求而成功。It must instead find the unique value that it alone can deliver to a chosen market .相反，它必须找到一种特定的价值观为其所选定的市场服务。We have identified three distinct value disciplines , so called because each discipline produces a different kind of customer value .我们归纳三种不同的价值类型，这么说是因为每种类型都提供一种不同的顾客价值观。Choosing one discipline to master does not mean that a company abandons (放棄)the other two , only that it picks a dimension of value(價值類型) on which to stake its market reputation (声誉)over the long term .选择一种价值类型去做并不意味着一家公司放弃了另外两种，这只意味着它选择了价值观的一个方面，并以此建立自己长期的市场声誉。The first value discipline we call operational excellence第一种价值类型我们称之为运作卓越型。Companies that pursue (追求)this are not primarily product or service innovators(革新者), nor do they cultivate (培養)deep , one –to-one relationships with customers .追求这种价值的公司既不是产品和服务的革新者，也不培养和顾客一对一的密切关系。Instead , operationally excellent companies provide middle-of –the-market products at the best price with the least inconvenience(麻煩) . Their proposition(主張) to customers is simple : low price or hassle –free (無麻煩的)service , or both .运作卓越型的公司以最优惠的价格、最大的便利给顾客提供中档产品。他们为顾客服务的宗旨很简单：低价位或无麻烦的服务，或两者兼而有之。The second value discipline we call product leadership .第二种价值类型我们称之为产品领先型。Its practitioners concentrate on offering products that push performance boundaries产品领先型公司倾全力提供性能最好的产品。Their proposition to customers is an offer of the best product , period .他们为顾客服务的宗旨是：提供最好的产品。Moreover , product leaders do not build their positions with just one innovation (革新);此外，产品领先者并不止步于只是一种革新，they continue to innovate year after year , product cycle after product cycle .他们年复一年地创新，一个产品周期接一个产品周期不断创新。JohnsonJohnson , for instance , is a product leader in the m