商务英语翻译 Chapter 8

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商务英语翻译复习题汉英段落翻译

Passage 1实施本土化对跨国公司来讲是一项十分重要、并且是一箭双雕的战略决策。

它不但能有效降低向东道国派遣高级管理人员的成本，与此同时，还能充分利用东道国相对低廉的人力资源。

从长远来看，把当地优秀的经理人员提拔到决策者的位子上来是十分明智的选择，因为他们比较熟悉本国的法律法规，了解本国的市场行情，决无文化方面的障碍，并能有效地与当地各部门进行沟通。

简而言之，他们更熟悉本国政府制定的游戏规则。

但要吸引并留住这些优秀人才，跨国公司必须做一件实实在在的事情：即给他们提供自身发展和事业进步的机遇。

Implementing localization is a very important strategic decision to multinationals which can kill two birds with one stone. It can not only reduce the cost of dispatching senior managers to host country, but also take advantage of relative cheap labor power in the host country. In the long term, it’s a wise choice to promote local excellent managers to decision-makers, because they are more familiar with local laws and regulations and market situation, and they have no obstacles in terms of culture so they can efficiently communicate with local departments. In one word, they are more familiar with rules established by local government. However, in order to attract and keep excellent personnel, multinationals must do something substantial, that is, offer them some opportunities to improve themselves and make progress in their own career.Passage 2中国经济体系中，某些产业的发展非常迅速。

商务翻译 Chapter 8

9. It is true our price is a bit higher compared with that of other suppliers，but you know you get what you pay for. 译文：译文：我方价格是比其他供货商高些，但要知道一分钱一分货。
我听说稀土出口税率四月一日起会增长十倍。 a. I hear that the export tax rate of rare earth will increase by ten folds (times) starting from April 1. b. I hear that the export tax rate of rare earth will have a tenfold increase by April 1. c. I hear that the export tax rate of rare earth on April 1 will be ten times larger than that of March. d. I hear that the export tax rate of rare earth on April 1 will be eleven times as much as that of March.
2. a. b.
ton (tonne) 吨 metric ton (公制) 公吨 = 1000 kg. long ton (英制) 长吨 = 2240 lb. = 1.016 公吨（1016 kg） short ton ( 美制) 短吨 = 2000 lb. = 0.907 公吨（907 kg）溢装 overload 短装 shortload
2.
According to your invitation No.108, we are pleased to submit to you our bid. 译文: 根据你方第108号招标通知，我方乐于提交标书。

商务英语翻译 Unit 8

• （3）商业套语的应用 • 英、汉两种语言都有很多商务信函方面的套语，翻译时套用即可。例如： • 英语汉语 • 招呼语套译 Dear Sirs,/Madam 尊敬的阁下/女士 • 敬辞、谦辞 appreciate/pleasure 惠请/敬复 • 结尾敬语 yours faithfully 顺致敬上
• Dear Sirs, • • We are interested in the various types of LED Panel Lights you displayed at the Guangzhou Trade Fair in April. We are importer of LED Light in Australia and have been in this line for over ten years. We expect to establish mutually beneficial business relations with you with keen interest. • We will appreciate it very much if you will quote us your latest price FOB Shenzhen for 5000PCS LED Panel Lights, Model No. ISL. PLSE.6WBL and send us some samples. If your goods and trade terms prove satisfactory, we will place large order with you. • • We are looking forward to your early reply. • Yours faithfully,

商务英语unit8译文及答案

商务英语unit8译⽂及答案参考译⽂Text A 这个选择适合你吗？吉姆和鲍伯在同⼀天开始为⼤陆企业⼯作，两⼈都是22岁并且毕业于同所⼤学获市场营销学位。

除了这些外两⼈很少有共同之处，吉姆性格内向，羞涩保守，⽽鲍伯性格外向，爱好交际。

数年来，吉姆发觉难以喜欢上这种总是与⼈打交道的⼯作，于是更换了⼯作并且再也没有过这份⼯作的念头。

鲍伯则⼀直呆在那个岗位直到他被提拔为市场部经理。

对于他来说，这种⼯作很有趣且具挑战性。

为什么市场营销的职业对于⼀些⼈来说是好的选择但对于有些⼈却不是呢？你曾经想过要选择什么样的职业吗？什么是职业？职业的概念有很多含义。

流⾏的含义是指⼀个⼈在选择⼯作时可能都会有向更⾼层次发展的想法，⽐如说挣更多的钱，承担更多的职责，获取更⾼的地位、名望和权⼒。

这个定义强调了⼀个⼈的职业在⼈的⼀⽣中占有着重要的作⽤。

怎样选择⼀门职业是⼀个不可轻视的重⼤决定，⽽这个问题也真正令⼈困惑不已。

吉姆就是⼀个很好的例⼦，他和鲍伯背景相同，为何他就不能卖出更多的产品呢？在选择职业时应该考虑⼏个因素，包括你的技能，兴趣，个⼈价值等等，这些对你的职业选择有很⼤的影响。

以下就是经常考虑的⼏个因素：技能确定⼀个⼈具有什么样的技能对于职业选择⾮常重要。

单纯地只是因为喜欢某个职业⽽不喜欢另⼀个职业来择业是远远不够的，⼀个⼈必须具备或能够开发其开展⼯作所需的技能。

是否他或她具备成为科学家，医师或⽣物学家的技能对于选择某个特定的职业发挥着重要的作⽤。

例如，你是善于解决复杂的技术问题，还是善于计划怎样实施某个项⽬抑或在培训他⼈时，你最拿⼿？这给了你⼀个提⽰：在你的职业⽣涯中你想使⽤哪些技能。

因此检查你的技能将有助于你了解哪种⼯作你最擅长，哪种技能你最在⾏。

兴趣⼯作的动机来源于兴趣。

常常你的兴趣会引导你去从事⼀份你喜欢的⼯作。

我们难以想象如果我们的⼯作和我们的兴趣完全不相配，那或许是⼀种痛苦。

⼈们在谋⽣的同时也在创造⽣活。

76--商务英语翻译大二上学期chapter 6-8词类转化法,词义的引申,虚与实的转换-精选版精选版

ll services in business—such as gift wrapping， delivery and credit—have some amount of costs associated with them, and these costs must be covered by higher prices. 译文：商业中所有的服务——诸如礼品包装、送货以及赊账——都有相应的成本，而这些成本要靠较高的价格来弥补。析： cover一词在英语中的意思是“包括，包含，覆盖”，这里选取任何一个意义来翻译本例句中cover一词都无法充分再现原文的意幸运义。将该词引申为 “弥补”才符合地道的汉
幸运

How they bow to that Cleole because of her hundred thousand pounds!
幸运
4概念范围的调整 adjustment of conceptual category

Poetry suffers in translation—and the reader suffers with it. 译文：诗歌经过翻译就要遭殃——诗歌遭殃，读者就要跟着受罪！析：前一个suffers的外延大而内涵小，后一个suffers的外延小而内涵大。

In fact, one mould can produce many thousands of articles before it wears out.

译文：事实上，一个模子生产成千上万件产品之后才会破坏。析： before被翻译称汉语中的“之后才”，符合汉语的逻辑顺序和表达。
幸运

商务英语翻译(英译汉)第二版电子教案第8单元

• 就网上银行服务是否有能力正是新存款人的身份或者是否有能力确保客户交易安全这一问题，已经受到人们的高度关注。
• 人们关注的焦点在于网上银行服务是否能够校验新存款人的身份、保证客户能够安全地交易。
例句四
• This consideration decided our invitation to the mayor for the first China National Stone Products Fair (P77).
• economy: the system by which a country’s money and goods are produced and used, or a country considered in this way
“公司”的分类
• firm • practice • manufacturer • business
• 该公司运行稳健，其秘密就在于其整体生产体系，即从初期的开发和设计一直到采购和生产等，都非常卓越。
• 该公司运营稳健，秘诀在于整个生产系统从初始阶段的开发设计一直到采购生产，每个环节都非常出色。
例句八
• A sense of restlessness and hopelessness still prevails among nonmanufacturers, small and midsize firms and regional economies (P79).
• 该公司的工会及其业务伙伴提出了反对意见，这成为签订协议的障碍。 • 该公司的工会和商业合作伙伴提出了反对意见，这成为签订协议的障
碍。
例句六
• The dollar’s accelerated depreciation could hurt not only the Japanese economy, but the global economy as a whole (P77).

76--商务英语翻译大二上学期chapter 6-8词类转化法,词义的引申,虚与实的转换

The voyage was a smooth one. The wind is favorable and the weather fair. 译文：一路上非常顺利，风是顺风，天气是晴好的天气。析：这里将favorable翻译成“顺风”、将fair翻译成“晴好的天气”是考虑到了汉语的通顺表达。如果将favorable翻译成“有利的”，将fair翻译成“晴朗的”，则不能够再现原文信息。这里，译文一方面将形容词转换成名词，从而使得汉语译文更通顺，另一方面通过重复“风”和“天气”使得原文的意思得到了强调。

2形容词转译成动词 adjectives converted into verbs

We are especially grateful to you for arranging the meeting for us with the Machinery Trading Delegation at such short notice．译文：我们特别感谢你们在时间那么短促的情况下安排我们同机械交易团的成员们会面。析：原文中的grateful是与情感有关的形容词，翻译成汉语时要译成动词。
4概念范围的调整 adjustment of conceptual category

Poetry suffers in translation—and the reader suffers with it. 译文：诗歌经过翻译就要遭殃——诗歌遭殃，读者就要跟着受罪！析：前一个suffers的外延大而内涵小，后一个suffers的外延小而内涵大。

A commonplace criticism of American culture is its excessive preoccupation with material goods and corresponding neglect of the human spirit. 译文：人们普遍批评美国文化过于强调对于物质产品的占有而相应地过于忽视人们的精神生活。

商务英语翻译 Unit 8

Task Presentation
• This morning the manager received an email from Anna, Australia S&D Trading Co., Ltd. Because the manager himself knows little English, so he asked you to translate the letter into Chinese.
Discussion
• 1. How many parts are there in a business letter? • 2. What are the language features in business letters? • 3. What methods and techniques do you think can be used when translating business letters?
• Dear Sirs, • • We are interested in the various types of LED Panel Lights you displayed at the Guangzhou Trade Fair in April. We are importer of LED Light in Australia and have been in this line for over ten years. We expect to establish mutually beneficial business relations with you with keen interest. • We will appreciate it very much if you will quote us your latest price FOB Shenzhen for 5000PCS LED Panel Lights, Model No. ISL. PLSE.6WBL and send us some samples. If your goods and trade terms prove satisfactory, we will place large order with you. • • We are looking forward to your early reply. • Yours faithfully,

初级商务英语Unit8

Unit 8Information handingChecking and confirming1．ListeningWhen telephoning, it is very important to get certain facts right, for example, the name, address, and telephone number. Listen to the following telephone call twice. The first time, listen to it from the point of view of the caller and complete his notes below. The second time, listen to it from the point of view of the person who answered and complete his notes.First listening: Caller’s notesSecond listening: Called person’s notesListening TaskA: Priority Investments. Can I help you?B: Yes, this is George Biederbeke. Could I speak to someone in your corporate finance department?A: Just a moment, I’ll put you through.C: Daniels speaking.B: My name is George Biederbeke fr om the Austin Corporation. I’d like to make an appointment to see your corporate Finance Manager.C: Yes. Could you tell me what exactly you want to talk about?B: Well, we’re approaching a number of investment companies with a view to placing business with them.C: I’m sorry, I didn’t quite catch that.B: I said that we are interested in your investment services.C: I see, and you would like to meet our Corporate Finance Manager?B: That’s right.C: When would be convenient for you?B: Friday 28 June would suit me-in the afternoon.C: Just a moment, I’ll check with Mr. Foster-our Corporate Finance Manager.B: I’m sorry, I didn’t catch his name.C: Foster.B: Right.C: Just a moment, let me check…Yes, that’ll be fine, about 2 p.m. Could I have y our name again?B: Biederbeke.C: Could you spell that please?B: B, I, E, D, E, R, B, E, K, E.C: Right. I’ve got that. We’d like to send you a copy of our current prospectus. If you give me your address…B: Of course. It’s the Austin Corporation, 514 Seaview…C: 514 Seanew.B: No, tit’s Sea-view.C: Right, I’ve got that.B: 2952 Seattle.C: 2952 Seattle. Right, let me just repeat that. Mr. Bideerbeke, Austin Corporation, 514 Seaview, 2952 Seattle.B: Right.C: And your telephone number, Mr. Biederbeke?B: It’s (0452) 67791C: (0452) 67791. Right. We’ll get the prospectus in the post to you today.B: Good. Let me just confirm the appointment. Friday 28 June at 2 o’clock.C: Fine, we look forward to seeing you then.B: Goodbye.C: Goodbye.2. PresentationIn the telephone conversation the speakers followed a number of steps when handling and exchanging information, in particular.# clarifying information# asking for repetition# asking for spelling# showing understanding# correcting information# confirming information# acknowledgingNow look at the language used to handle information.2.1 Clarifying informationCould you tell me exactly what…?2.2 asking for repetitionCould I have your name again, please?Could you repeat that?I’m sorry, I didn’t catch that.2.3 asking for spellingCould you spell that, please?2.4 showing understandingI see.I’ve got that.Right.2.5 correcting informationNo, not seanew. Seaviesw.That’ not right, it’s…..2.6 confirming informationLet me just repeat that,…2.7 acknowledgingThat’s right.Notes:1. Saying and repeating telephone numbers:Look at the number: 081-455 2354.The number consists of three groups.0 is pronounced ‘oh’ or zero;455 is verbalized as four double five or four five five;the numbers should be grouped, e.g. 081 pause 455 pause 2354.2. Spelling names:A useful way to remember the pronunciation of some letters is to group them by vowel sound:请详见附图3. Controlled practiceA. Complete these dialogues.1.A: My name’s Pinkerton.B: __________________?A: Yes, it’s P, I, N, K, E, R, T, O, N.2.A: The address is 24 Tunnyside Lane.B:_____________________________?A: Yes, of course. 24 Tunnyside Lane.3. A: My phone number is 0432 5686B: 0432 5688?A: ____________ 5686.B: ____________ 0432 5686.A: _____________________.4. A: I’d like an appointment with Mr. Dunn.B: _______________________________ you would like to discuss?A: Yes, I’d like to talk about extending my credi t.5.A: We would like to visit your factory with a view to buying it.B: ________________________. When would you like to come?6.A: The figure is 3.56m.B: ____________. And what was the other figure?7.A: So, an appointment at two would suit you. ____________ again please?B: Yes, certainly. It’s Macintosh.A: ________________________?B: Yes, M, A, C, I, N, T, O, S, H.B. Listen to the tape. You will hear some telephone numbers. As you listen, write the number down. After each number, there will be a pause for you to repeat the number. 1. _______________ 2. ____________________ 3. __________________.4. _______________5. ____________________6. __________________.C. Listen to the tape. You will hear some names and then a request to spell them. There is a pause on the tape for you to spell them and then you will hear the correct spelling. The names are:1. Peterson2. Hardy3. Glynis4. Matthews5. Rifkind6. Thatcher7. Samuel8. MarjorieNow listen to the tape again. This time, cover up the names above and write them down when you hear them spelt.1. _______________2. ____________________3. __________________.4. _______________5. ____________________6. __________________.7. _______________ 8. ____________________课文注释及词汇讲解* priority 重点，优先eg. priority projects重点项目* make an appointment 安排一次约会eg. I’d like to make an appointment to see your Corporate Finance Manager.我想约见一下你们公司的财务经理。

商务英语翻译 chapter 7 & 8

2. Syntactic features 1) simple sentences KISS principle :Keep it short and sweet. e.g. Coca-cola is it. (还是可口可乐好) A diamond lasts forever. (diamond ring) 2）elliptical sentences （space and cost ） e.g. It is a moment you planned for. Reached for. Struggled for. A long-awaited moment of success. Omega, for this and all your significant moments. (Omega watch) 3) parallel structures E.g. Designed with a computer. Silenced by a laser built by a robot. (Volvo automobile ) 3. Rhetorical features 1) Figure of speech a) Simile E.g. Some people are as reliable as sunrise…Theses are Amway people. Cool as a mountain stream… Cool as fresh Consulate. (Consulate is a kind of American cigarettes.) b) Metaphor E.g. High efficiency. Our big bird can be fed even at night. (French Air Cargo Carriers ) We’re rolling out the red carpet for Asia’s elite travelers. (Dragonaire Airlines ) 2）pun （the artistic use of homonyms and homophones） a）Homophonic pun E.g. OIC (OIC glasses ) More sun and air for your son and your heir. (seaside bathing spot) b) Homographic pun E.g. Try our sweet corn. You’ll smile from ear to ear. Money doesn’t grow on trees. But it blossoms at our branches. (British Lloyd Bank) III. Linguistic features of business ads 3) parody （this word came from Greek word ‘paroidia’ which means satirical poem） a） words E.g. My goodness! My Guinness! (爱尔兰最畅销啤酒—健力士 Guinness) b）idioms or proverbs Like son, like father. Like daughter, like mother. (talcum powder 爽身粉) c）maxims or aphorisms Not all cars are created equal. (mitsubishi) d) passage Pepsi cola hits the spot; twelve full ounces, that’s a lot. Twice as much for a nickel, too; Pepsi Cola is the drink for you. (adapted from a British folk music) 4) Rhyming (including alliteration and rhyme Hi-Fi, Hi-fun, Hi-fashion, only from Sony. (Sony products) Be specific---Go Union Pacific.) 5） Personification Oscar de La Renta knows what makes a woman beautiful. (Oscar Cosmetics) 6) Exaggeration

商务英语 Unit 8 corporate hospitality

Unቤተ መጻሕፍቲ ባይዱt 8 Corporate Hospitality
Just identifying interesting events or places to visit does not alone ensure successful corporate hospitality. As a companion, your interaction with the clients also counts for much. Unless you are a naturally outgoing and talkative person, making interesting conversation with a relative stranger for an extended period of time can be difficult. Here are some tips to consider:
Unit 8 Corporate Hospitality
Tips:
corporate hospitality: It is a fabulous way to win favor with clients. It helps to build strong relationships with new and potential clients as well as nurtures and cultivates a long and healthy relationship with existing clients. It’s the Law of Reciprocity: You give someone something and they feel need to reciprocate. The best way to do this is to use some sort of participatory event where enjoyment is the key. Seeds of business dealings and contracts are sown in the relaxed and enjoyable surroundings. A corporate hospitality event is the perfect occasion to launch a new product. However, it is not all about winning new businesses. Perhaps you’ll want to take it as an opportunity to give thanks to longtime customers for their loyalty and support.

商务英语翻译(英译汉)第二版电子教案第8单元

例句九
• Speculation that some major banks may find themselves with capital shortfalls and then nationalized is driving investors to dump the banks’ shares (P78).
• 美元在加速贬值，它所损害的不仅仅是日本经济，还有整个世界的经济。
• 美元加速贬值，不仅损害了日本经济，也伤及了全球整体的经济形势。
例句七
• The secret to the company’s robust performance is the excellence in its total production system, from the initial development and design through to procurement and production (P77).
• consolidate: to join together a group of companies to become one
例句三
• Concerns have been raised over the ability of Internet banking services to verify the identity of new depositors or to guarantee the security of customer transactions (P76).
主语的翻译
例句一
• Extremely keen competition between American and Japanese vehicle manufacturers in the American market has compelled us to bring down the price for the time being (P75).

商务英语翻译Unit 8 国际商法

• 7. Legal sentences have an underlying logical structure: "if X, then Z shall be (do) Y" - "if X" = conditional/ concessive adverbial clauses: • eg: co-ordinated adverbials: on the expiration …… or on the previous death ……/ subject to any authorized endorsement …… and to the production…… • 8. Written legal English contains nominal group structures (eg: post-modification in the nominal groups): eg. any insstalment then remaining unpaid, hereinbefore reserved and agreed to be paid during the term. • 9. Adjectives and intensifying adverbs are almost completely absent: • eg: splendid, wise, disgusting, happy (adjectives) ; very, rather (intensifying adverbs) • 10. Nouns modified by structures of post-modification are "abstract": eg. declaration, conditions, termination, stipulation, possession.

商务英语第二版王关富课文翻译-Chapter8

财富：如何改变苹果乔布斯的十年北京时间11月5日《财富》文章指出,专横但又极富才华的乔布斯是如何改变苹果的呢?这是一段扣人心弦的创业故事:年轻的乔布斯在上个世纪八十年代一手创立了苹果,九十年代回归,在随后的十年里,他在鬼门关前转了两圈,也曾陷入违反证券法的丑闻,但是他领导苹果开发的一系列产品一直到今天还很畅销,他经常作出的一些令人不愉快的行为成为四个不同行业的主流个性,数次荣登亿万富豪榜,长期担任硅谷最有价值公司的掌门人.这听起来是不是有点象天方夜谭? 也许吧.但是这却是史蒂夫乔布斯的真实经历,他对他接触到的任何事物都产生了巨大的影响.商业界过去的十年是属于乔布斯的.就在一年之前,任何关于他的生平介绍的文章似乎都带着一丝告别的意味. 但是时至今日,乔布斯又回来了.他经常签的“再多一件事(one more thing)”放在他自己的身上也同样合适.经过上半年长达6个月的病休之后,他又精神抖擞地出现在3.4万苹果员工的面前.他在离开的期间接受了肝脏移植手术.在乔布斯年轻的时候,他的身边就聚集了一大批富有才干的追随者.现在乔布斯已经到了54岁,仅仅是简单地列出他的辉煌成就就足以解释他为什么能够当选财富杂志的“十年CEO”.仅在过去的十年里,他就从根本上改变了音乐、电影和手机等三大市场的格局.而他对最初起家的电脑行业的影响力也是有增无减.他是一位少见的全球知名的生意人.即便是从未看过苹果年报或者商业杂志的消费者也能滔滔不绝地谈论乔布斯的设计品位、优雅的零售店以及他不拘一格的广告创意.他经常被比喻为演员、天生的推销员、魔法师以及专横的完美主义者.这些评价当然十分准确,同时它们也给乔布斯增添了不少的传奇色彩.他经常与撰稿人、工业设计师和音乐家们混在一起,虽然他的着装不太正统和讲究,但是别搞错了,他可是天生的企业家.他或许不太注意对客户进行研究,但是他会非常勤奋地工作以生产出客户愿意购买的产品.他是一个极富幻想的人,但是他也不脱离现实,他密切注意着苹果的各种运营和营销活动.他的好友、甲骨文首席执行官拉里埃利森说,乔布斯是一个不为金钱所动的人. 他的勤奋显然是处于内心对苹果的热爱,通过苹果这个媒介,他既是冷酷的裁决者,又是改变世界的执行者.不管对于苹果还是乔布斯来说,每个季度的财报都是令人大吃一惊的.苹果在2000年时的市值大约为50亿美元,不久之后乔布斯第一次披露了苹果的数字生活方式战略,当时几乎没有评论家们能理解他的战略意图. 如今,苹果的市值达到了1700亿美元,略微超过谷歌.当时苹果在个人电脑市场的份额大幅下滑,现金外流非常严重,公司几乎到了破产的边缘. 现在苹果手中的现金和现金等价物的总价值达到340亿美元,超过了竞争对手戴尔的总市值. Mac电脑在美国个人电脑市场上的份额达到了9％,而且还在继续增长.苹果在9个国家开设了275家零售店,在美国MP3播放器市场占有73％的份额,自从推出iPhone之后,它又无可争议地确立了它在创新上的领袖地位.迪斯尼在2006年斥资75亿美元收购了乔布斯创立和控制的皮克斯动画制片厂.乔布斯顺理成章地成为迪斯尼董事和大股东. 仅仅计算他所持有的苹果和迪斯尼股票的价值,他的净资产就达到了50亿美元.一些其他企业的高管也有人能够辉煌十年,但是无人能够与乔布斯相比.乔布斯的十年实际上始于1997年,当时的乔布斯在离开了公司12年之后刚刚回归.乔布斯重掌公司大权后的第二年,他就完成了新的领导班子的组建. 那些优秀的人才正是十年以来乔布斯智囊团的核心人物.随后,苹果推出了乔布斯回归之后的首款Mac电脑iMac,那款具有突破性意义的产品预示着苹果将恢复健康.iMac推出之后大获成功,加上乔布斯坚决果断地大幅削减成本,为苹果今后的发展积累了充足的现金. 他改善了苹果的资产负债表,为未来的大投资做好了准备.在一切看起来都还正处于最黑暗的时候,乔布斯就开始为苹果日后的飞跃式发展打基础.苹果在2000年9月份发布的财报未能达到预期目标,股价在随后的几个月里持续下跌,一直跌到相当于如今的7美元的水平上. 然而乔布斯到现在仍然记得苹果东山再起的关键因素.2001年,当全球市场下滑,全球都陷入衰退的时候,苹果在那一年的1月份发布了iTunes,在3月份发布了Mac OS X操作系统,在5月份开设了首家苹果零售店,在11月份推出了首款iPod.市场当时并未迅速发现那些事件的重要性.iTunes当时还只是内建在Mac电脑中的音乐播放软件,当时也没有销售音乐的网络商店. 但是新的操作系统带来了一款极具吸引力、强大而且精美的产品,那就是iPod.当苹果的股价一蹶不振的时候,市场不时会传出苹果即将被收购的传闻.鲜为人知的是,乔布斯当时确实慎重考虑过在收购集团银湖的帮助下将苹果私有化的方案. 收购苹果可能会成为整个世纪最大的交易,但是据知情人士称,乔布斯最终放弃了那个想法.那其实是苹果第二次面临可能被收购的命运.早在1997年的时候,乔布斯的好友埃利森就曾联合了一些财团,准备收购苹果.埃利森在最近一次接受采访时说,乔布斯不喜欢事后被人批评,搞得好象他纯粹是为了赚钱才重新出山的一样.他向我解释说,他认为他可以更轻松和更体面地作出决定.对那些在乔布斯重返苹果后开始关注苹果的人来说,首席执行官的任务就是确定公司今后的发展方向.他在2002年初曾对媒体说过:“我宁愿与索尼竞争,也不愿意在另一个产品领域与微软竞争.我们都是同时拥有硬件、软件和操作系统的完整产品厂商.我们可以为用户完全负责.我们可以做到其他人做不到的事情.”乔布斯相信,只要他可以与公众直接对话,公众会转到苹果这边来的.他所说的公众并不是指Mac电脑的忠实用户,而是普通的消费者.开设自己的零售店的战略在当时还遭到了普遍的嘲笑,许多人认为那样做可能会让苹果的现金外流.前苹果高管、现在担任Intuit董事长和苹果董事的Bill Campbell说:“当时董事会都很紧张,但是他还是那么做了.他知道客户们想要什么.”现在回头来看,当时的苹果零售店能够出售的产品是多么少啊.乔布斯知道,他应该拿出更多的产品.乔布斯将彻底了解苹果当作自己的任务.曾经与苹果断断续续地合作了几年的前Chiat/Day创意总监Ken Segall说:“乔布斯参与了许多非常细致的工作,你是绝对不会认为一家公司的首席执行官应该参与那些细致的工作的.” Segall说,每当苹果将要推出新产品之前,乔布斯都会发起了著名的“换个思路”活动.他甚至将这个活动推广到了广告团队.他说:“乔布斯会说'第四段的第三个单词不恰当,你也许可以考虑用那个单词.'这样的话.”同时兼顾细节管理和大局观是乔布斯的特色标志.在刚刚回到苹果的时候,他便意识到产品的精美设计是苹果区别于当时由戴尔、微软和英特尔等厂商引领的计算机行业的因素之一.产品设计顾问公司Ideo的首席执行官Tim Brown在他的新作《通过设计去改变》中写道:“我根本数不清到底有多少客户会冲进苹果零售店然后说'给我下一款iPod'.那可能跟那些小声地说'给我下一个乔布斯'的设计师的数量很接近.”乔布斯还非常善于把握时机.在苹果推出iTunes之前,音乐界一直都没能开发出自己的数字音乐销售网站.之后苹果便开始为把iTunes变成一个购买音乐的商店作准备.当iTunes还只能在Mac电脑上使用的时候,苹果就巧妙地同各大唱片公司签订了协议.在iTunes兼容Windows系统之前,苹果的地位非常低,这在当时或许是苹果的一项优势. 这也使得iTunes更象是一块试验田,而不是破坏性的转型之举.滚石乐队的Steve Knopper在其新作《自我破坏的欲望》中写道,环球音乐的高管Doug Morris曾经说过:“我不明白苹果怎么可能只用一年的时间就在Mac电脑上毁灭了唱片行业.”Knopper写道:“我们为什么不能尝试一下呢?乔布斯重返苹果的时候,他已经是孤注一掷了.只是他很聪明,知道该怎么做.他做得很辛苦,但是再怎么辛苦也比不上最近几十年以来唱片公司的任何一位律师在艺人合同中进行的谈判那么艰难.”乔布斯抓住了一项重要的工具,那就是他对信息的熟练控制.他仿佛演练他和其他高管将要对外公布的每一句话.苹果只授权极少数高管可以公开就特定话题发表意见.乔布斯会非常认真地推敲他和其他高管能够对外发布的每一句话以及不能对外公布的信息. 哈佛大学教授David Yoffie估计,在2007年宣布推出和开始销售首款iPhone之间的几个月里,苹果未作任何公开声明就已经接到了价值4亿美元的免费广告,因此刺激的媒体都陷入了疯狂.乔布斯本人也非常小心,极其注意不过多透露消息,只有苹果要推销产品的时候,他才会出来说几句.他在2004年接受了癌症手术,但是直到手术完成之后,他才在致员工的电子邮件形式的公开信中发布了那个消息.后来,他同样是通过另一封致员工的公开信解释了他离开公司的情况,而且没有提到他或苹果其他高管的其他消息.2。

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