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| 注册日期：2005-02-05 |
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我翻译的，劳驾大家给改改？
Coverting the Masses: Sarbucks in China 吸引大众－－星巴克在中国
It sounds like Mission Impossible: sell coffee to China’s tea drinkers. Starbucks’ solution is to select high-profile locations on the buiset streets, where stores are sure to seduce 引导 引入the see-and-be-seen set.
这听上去像是不可能：向惯于饮茶的中国人销售咖啡。星巴克的解决之道是选择繁忙大街上的显眼位置，这样店铺和顾客都很容易发现对方。
As Starbucks launches an aggressive expansion in China, a coffee frontier seeped in nearly 5000 years of tea. The goal: to build hip（时髦的） hang-outs（常去的地方） that tap（轻拍） into a new taste for China’s emerging middle class.
随着星巴克在中国大张旗鼓地扩张，咖啡已在近5000年的饮茶史中争得一席之地。星巴克的目标是：顺应中国新出现的中产阶级的新口味，建立一个他们认为时髦的又乐意常去的地方。
Starbucks China doesn’t plan any adventising, promotions, or other marketing strategies, aside from sponsoring an on-line coffee club and the occasional office-tower coffee tasting. Instead the company is counting on selecting such high-visibility, high-traffic cafe locations that they market themselves. Its main advertising mediumis the store itself.
除了在网上咖啡俱乐部和偶尔为之的写字楼咖啡品尝会，星巴克（中国）不做广告，也没有任何促销活动和市场营销策略。公司依靠在高可见度，交通繁忙的地点开设咖啡店来自我推销。他们主要的广告媒介就是店铺本身。
But in fast-changing Chinese cities, finding locations that will cmbody the right lifestyle is more akin to gambling than science. 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. Starbucks also faces an uphill battle. Local media reported that 70% of people they surveyed would rather not see the chain in Beijing’s Forbidden City. And even for middle-class Chinese, Starbucks is a barely affordable luxury. While retailers say a top marketing weapon in urban China is to charge more for public consumption. That’s because Chinese customers have different priorities than their American yuppie counterparts. 40 years old guys are not coffee drinkers, but if the enviroment is good and the coffee is not bad., they’ll come back. The store layout, artwork and food options make Starbucks more friendly to Chinese eyes, but coffee remains the core offering and people don’t go there for the coffee. They go there to present themselves as modern Chinese in a public setting.
但是在飞快变化的城市里，找到一个体现正确的生活方式的地址更像下赌注，而非科学。公司在美国使用计算机化的地图数据库来考察潜在的有盈利可能的街角，该系统在中国城市里几乎没用。星巴克还面临日益增多的非议。某地方媒体报道说被调查的群众中有70%的人反对故宫里那家连锁店。对于中产阶级来说，星巴克也算高消费了，虽然经销商认为在北京城里营销的上佳武器就是定价超过普通市民的消费水平，这是因为中国顾客和美国雅皮的消费倾向不同。40岁以上的中国人都不爱喝咖啡，但是如果店内环境好，咖啡也还说得过去，这些人就会变成回头客，店面的布置，艺术品的摆放，食品的选择使星巴克更适应中国人的审美情趣，但是咖啡仍然是主要商品。人们去星巴克不是为了喝咖啡，他们是为了在众人面前显示自己的时髦。
 
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听得肚叫离床铺手脚不停喂宠物吃罢早饭还没醒迷迷糊糊逛街去，是为周末
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2006-08-21 09:43:16
