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[翻译]美国零售商试图招揽顾客 本站原创 更新时间: 2011-06-25         

Retail Chains Try Facelifts to Lure Back Customers
美国零售商试图招揽顾客

Regal independent department stores were once landmarks and the retail bedrock of every American city. Pampered shoppers could sample perfumes, select suits for which tailors would carefully measure them, take the elevator up to Lingerie or Housewares, linger at animated Christmas-window displays, even meet friends for lunch.

豪华独立的商场曾经是美国每个城市零售业的地标和基石。奢华的顾客可以试用香水,购买裁缝精心测量制作的服装,乘坐电梯挑选内衣或家居用品,在充满生机的圣诞节窗口展览前逗留,甚至可以和朋友一起享用午餐。

Shopping was an adventure.

购物就像一次探险旅行。

But toward the end of the 20th Century, discount stores began luring away bargain-hunters, and chic, designer-brand competitors nibbled away at department stores’ high-end customer base. That left them with an unpleasant choice: offer less expensive merchandise, join forces with a rival, or perish.

但是到了20世纪末,折扣店开始吸引走喜欢便宜货的顾客,设计师品牌在商场逐渐消失。他们面临非常不愉快的选择:提供价格较低的商品,与对手竞争到底,或者关门大吉。

Over the past decade, a wider threat has further crippled retailers - especially those tied to so-called brick-and-mortar stores in shopping malls. Americans began doing a lot of their buying on the Internet and their hand-held phones, knowing that the selection of goods would be wider and that their purchases would often be shipped to them for free.

过去十年,更加广泛的威胁进一步使零售商遭遇重创——尤其是购物商场中的钢筋混凝土实体店铺。美国人开始通过互联网和手机购买物品。因为他们知道,在互联网上的选择范围更广,而且物品可以免费邮寄到他们手中。

“The only reason I would go inside any kind of department store anymore is to return something I ordered online,” one California shopper told The New York Times.
“我再次走进店铺唯一的原因就是去退换在互联网上订购的物品。”加利福尼亚一名购物者告诉纽约时报。

A crowded Macy’s department store in New York City the week before Christmas 1941.

So what are department-store chains doing to survive? Many are reviving the old idea that shopping should be glamorous and are remaking their stores. Taking their cue from discount chains, some are offering specialized food and pharmacy items.

那么,商场连锁店铺应该怎样生存下去呢?许多商场开始复兴商场应该是充满魅力的理念,开始重新布置自己的商场。一些人从折扣店中得到启示,开始提供一些特价食品和药品。

Others have adopted a look reminiscent of old-fashioned general stores, with bins of merchandise and booths selling frozen custard or fountain drinks such as New York egg creams.

其他商场采取了古典怀旧的风格,用箱子和货摊出售冰冻的奶油或冷饮,例如纽约奶油。


Now one of the nation’s largest retailers, the J. C. Penney Company, has hired a top Apple computer company executive to give its tired-looking mall stores a suave new look. The idea is to make going shopping pleasurable again - an experience that cannot be duplicated online.

目前,美国最大的零售商之一彭尼公司(J. C. Penney Company)雇佣了苹果电脑公司一名高级行政人员,为视觉厌倦的商场更换新的面孔。目的是让来这里购物的顾客感到愉悦——这种经历在互联网上是难以复制的。

词汇学习

1.regal adj.华丽的, 堂皇的

例句:The regal lady is her mother.
      那位雍容华贵的女士是她妈妈。

2.landmark n.陆标,地标(有助于识别所处地点的大建筑物等)

例句:a conspicuous landmark
      显著的地标

目标,明显的标志

例句:The tower was once a landmark for ships.
      这座塔曾是船只的陆标。

3.linger vi.逗留, 徘徊

例句:The smell of the gas oil lingered in the house.
      屋里仍然飘溢着汽油味。

4.perish vi.丧生; 消亡; 死亡

例句:Hundreds of sheep perished that year because of drought.
      那年由于珊? 几百头羊突然死去。

die,decease,expire,perish,pass away
这些动词或短语动词均有“死”或“死亡”之意。
die最普通用词,指某人或某物失去生命而永远不存在。
decease正式用词,多指法律上的用语。
expire委婉用词。从本义“从肺部吐出气来”引申为吐出最后一口气,断气而死。
perish书面用词,多指夭折或不幸暴亡。
pass away是die的委婉用语。

5.cripple v.严重毁坏(或损害)

例句:The general strike of the railway workers crippled the country's economy.
      铁路工人的全面罢工使国家的经济陷于瘫痪。

6.revive vt.vi.恢复, 苏醒, 复活

例句:He revived after a rest and some food.
      经过休息并吃了一点食物之后, 他恢复了体力。

7.glamorous adj.富有魅力的;迷人的

例句:a glamorous filmstar
      有魅力的电影明星

8.suave a.柔和的,温和的,娴雅的,讨好的

9.duplicate vt. 复制

例句:Can you duplicate the key for me?
      你能把这把钥匙再给我配一把吗?

10.reminiscent adj.回忆过去的;怀旧的;缅怀往事的

内容解析

1.designer-brand competitors nibbled away at department stores' high-end customer base.

nibble away蚕食

例句:Inflation began to nibble away at their savings.
      通货膨胀开始蚕食他们的存款。

2.The only reason I would go inside any kind of department store anymore is to return something I ordered online.

动词不定式作表语

①不定式作表语一般表示具体动作,特别是表示将来的动作。如:

To do two things at a time is to do neither. 一次做两件事等于未做。

What I would suggest is to start work at once. 我的建议是立刻开始干。

②如果主语是不定式(表示条件),表语也是不定式(表示结果)。如:

To see is to believe. 百闻不如一见。

To work means to earn a living. 工作就是为了生活。

③如果主语是以aim,duty,hope,idea,happiness,job,plan,problem,thing,wish等为中心的名词,或以what引导的名词性从句,不定式作表语是对主语起补充说明作用。如:

His wish is to buy a luxurious car in the near future. 他的希望是在不远的将来买一辆豪华轿车。