2019年翻譯資格考試中級(jí)筆譯練習(xí)題：美國(guó)百貨進(jìn)行反擊

　　漢譯英

　　美國(guó)百貨進(jìn)行反擊

　　由于消費(fèi)者要求購物更劃算，購物經(jīng)歷更有趣和更刺激，百貨公司面臨著一個(gè)明確的選擇：要么主動(dòng)適應(yīng)，要么關(guān)門大吉。

　　“我擔(dān)心他們將成為零售業(yè)的博物館�！泵绹�(guó)調(diào)研集團(tuán)主席布里特·布里莫說�！敖鉀Q問題的底線是他們必須承認(rèn)自己有麻煩了，并找到方法來改造自己�！�

　　這可能有助于解釋為什么去折扣商店的家庭數(shù)目是去百貨公司的家庭數(shù)目的四倍。

　　百貨公司面對(duì)的是來自專業(yè)零售商和折扣店如沃爾瑪和塔吉特的激烈競(jìng)爭(zhēng)。他們市場(chǎng)份額持續(xù)下跌的部分原因可能是因?yàn)椤鞍儇洝边@個(gè)概念誕生在一個(gè)不同的時(shí)代，在當(dāng)時(shí)對(duì)一個(gè)家庭來說，去商店購物就是將采購和娛樂相結(jié)合。

　　零售專家說現(xiàn)在需要的是一種新的方法。這種方法成功的典型案例就是賽爾福里奇百貨公司。這家英國(guó)集團(tuán)把自己從一個(gè)“暮氣沉沉留有上世紀(jì)七十年代遺風(fēng)的百貨公司”改造成了一個(gè)適合21世紀(jì)的零售體驗(yàn)式公司，WSL戰(zhàn)略零售主席溫迪·里布曼說。

　　其中一個(gè)主要的變化是將更大的空間出租給零售商。這有時(shí)也被稱為展示商業(yè)模式：零售商設(shè)計(jì)他們自己的攤位，并鼓勵(lì)創(chuàng)意。

　　參考譯文

　　賽爾福里奇百貨公司的首席執(zhí)行官彼得·威廉姆斯說，賽爾福里奇百貨公司模式就是要帶給人們一種“新的、有趣的和不同的”的經(jīng)歷，而不僅僅是提供不同的產(chǎn)品。他說美國(guó)百貨公司的問題是他們看起來都一樣。

　　管理顧問阿諾德·阿倫森認(rèn)為賽爾福里奇百貨公司可能就是不斷衰亡的美國(guó)百貨公司的救命稻草典型案例：“它重新讓人們感到興奮和新奇，并通過在恰當(dāng)?shù)臅r(shí)間里以合適的數(shù)量開發(fā)適銷對(duì)路的商品來真正吸引顧客。”

　　擁有梅西百貨和布盧明代爾百貨公司的聯(lián)合百貨似乎正在朝著正確的方向發(fā)展。四十二家店面正在運(yùn)用其“重塑”策略的最新理念進(jìn)行升級(jí)改造，包括優(yōu)化試衣間，提供方便的價(jià)格查驗(yàn)設(shè)備、舒適的休息區(qū)、公用電腦亭和購物車。

　　百貨公司面對(duì)的挑戰(zhàn)是如何讓一個(gè)基本上沒有增長(zhǎng)的部門發(fā)展。但是，許多產(chǎn)業(yè)觀察家相信如果他們?nèi)ブ鲃?dòng)適應(yīng)，他們就能生存下去�？�北克大學(xué)市場(chǎng)營(yíng)銷學(xué)教授羅伯特·塔米利亞說：“百貨公司不會(huì)就此了結(jié)。它將繼續(xù)生存下去。但它不會(huì)是從前的那個(gè)它了�！�

　　參考譯文

　　US department stores launch counter-attack

　　As consumers demand better value and a more interesting and stimulating experience while shopping, department stores face a clear choice: adapt or die.

　　'My concern is that they will become retail museums/ says Britt Breemer, chairman of America's Research Group. The bottom line is that they have to admit they are in trouble and figure out some way to reinvent themselves.

　　This may help to explain why four times as many households visit discount stores as department stores.

　　Department stores face mounting competition from speciality retailers and discounters, such as Wal-Mart and Target. Their steady loss of market share may be partly because the concept was born in a different era, a time when, for families, a trip to the stores combined shopping with entertainment.

　　What is needed, say retail experts, is a new approach. A typical example of this approach working is seen at Selfridges. This UK group hat racast itself from a 'sleepy 1970-styte department store' Into a retailing experience fit for the 21st century, says Wendy Liebmann, President of WSL Strategic Retail.

　　One of the main changes is that more floor space is rented to vendors, in what is sometimes referred to as the showcase business model: vendors design their own so booths and are encouraged to be creative.

　　The Selfridges model, says Peter Williams, CEO of .Selfridges, is about creating an experience that is 'new, interesting and different' where it is not just the product that is different He says the problem with US department stores is that they all the same.

　　Arnold Aronson, a management consultant, believes Selfridges could be a prototype for failing US department stores: 'It has brought back excitement and novelty and is really seducing customers by developing the right merchandise, in the right quantities at the right time.'

　　Federated, which owns Macy's and Bloomingdale's, appears to be moving in the right direction. Forty-two stores are being upgraded with the latest components of its 'reinvent' strategy, including enhanced fitting rooms, convenient price check devices, comfortable lounge areas, computer kiosks and shopping carts. The challenge department stores face is how to develop in a sector that is, essentially, not growing. But if they adapt, many industry observers believe they will survive. 'The department store is not dead, it will live on,' said Robert Tamilia, Professor of Marketing at the University of Quebec. But it will not be the same animal it was before.'

　　熱點(diǎn)關(guān)注：2018年翻譯考試catti二級(jí)筆譯試題（100篇）