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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 Ch