劍橋雅思13Test2閱讀passage3真題+翻譯（2）

劍橋雅思13Test2閱讀passage3真題+翻譯（2） 關(guān)于這個(gè)問題下面小編就來為各個(gè)考生解答下。

劍橋雅思13Test2閱讀passage3真題+翻譯

READING PASSAGE 3

You should spend about 20 minutes on Questions 27-40, which are based on Reading Passage 3 below.

MAKING THE MOST OF TRENDS

潮流的充分利用

Experts from Harvard Business School give advice to managers

哈佛商學(xué)院給經(jīng)理人的建議

A more radical strategy is ‘combine and transcend5. This entails combining aspects of the product’s existing value proposition with attributes addressing changes arising from a trend, to create a novel experience - one that may land the company in an entirely new market space. At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile. But consider Nike’s move to integrate the digital revolution into its reputation for high-performance athletic footwear. In 2006，they teamed up with technology company Apple to launch Nike+, a digital sports kit comprising a sensor that attaches to the running shoe and a wireless receiver that connects to the user’s iPod. By combining Nike’s original value proposition for amateur athletes with one for digital consumers, the Nike+ sports kit and web interface moved the company from a focus on athletic apparel to a new plane of engagement with its customers.

策略二更加激進(jìn),叫做“跨界合作與超越”。該策略必須結(jié)合產(chǎn)品現(xiàn)有價(jià)值定住中的某方面與適應(yīng)潮流變化的特點(diǎn),以營(yíng)造全新的體驗(yàn)--一種可能會(huì)將品牌帶往全新市場(chǎng)空間的體驗(yàn)。乍一看,投入大量資源來融合品牌核心產(chǎn)品與似乎無關(guān)的潮流元素,這似乎不太值得。但考慮下Nike當(dāng)年將自己高性能的知名運(yùn)動(dòng)鞋帶入數(shù)碼革命的做法吧。2006年,Nike與科技公司萍果合作,發(fā)售了一款Nike+的數(shù)碼產(chǎn)品,它包含內(nèi)置傳感器的跑鞋和能連到使用者iPod的接收裝置。通過把Nike原本針對(duì)業(yè)余運(yùn)動(dòng)愛好者的價(jià)值定位與數(shù)碼消費(fèi)者的定位結(jié)合起來,Nike+運(yùn)動(dòng)裝備和網(wǎng)絡(luò)交互將這個(gè)市場(chǎng)局限于運(yùn)動(dòng)服飾的公司提升到了一個(gè)服務(wù)消費(fèi)者的新高度。

A third approach, known as 'counteract and reaffirm’，involves developing products or services that stress the values traditionally associated with the category in ways that allow consumers to oppose - or at least temporarily escape from - the aspects of trends they view as undesirable. A product that accomplished this is the ME2, a video game created by Canada’s iToys. By reaffirming the toy category’s association with physical play, the ME2 counteracted some of the widely perceived negative impacts of digital gaming devices. Like other handheld games, the device featured a host of exciting interactive games, a full-color LCD screen, and advanced 3D graphics. What set it apart was that it incorporated the traditional physical component of children’s play: it contained a pedometer, which tracked and awarded points for physical activity (walking, running, biking, skateboarding, climbing stairs). The child could use the points to enhance various virtual skills needed for the video game. The ME2, introduced in mid2008, catered to kids’ huge desire to play video games while countering the negatives, such as associations with lack of exercise and obesity.

策略三:“反制與強(qiáng)化”。它是指創(chuàng)造一款產(chǎn)品或服務(wù),強(qiáng)化現(xiàn)有產(chǎn)品中的傳統(tǒng)價(jià)值定位,同時(shí)使得消費(fèi)者可以來反制(或短暫逃離)潮流中他們不認(rèn)同的方面。成功做到這點(diǎn)的是一家加拿大iToys創(chuàng)造的電腦游戲ME2。通過強(qiáng)化現(xiàn)有產(chǎn)品涉及肢體運(yùn)動(dòng)的這一特點(diǎn),ME2反制了一些電子游戲產(chǎn)品中廣受關(guān)注的消極影響。與其他的手柄游戲相同,該產(chǎn)品也??主打多種令人興奮的交互游戲、全彩LCD屏幕和先進(jìn)的3D圖像技術(shù)。而讓它與眾不同的是它融入了傳統(tǒng)兒童游戲中的肢體動(dòng)作:它包含一個(gè)計(jì)步器,能夠追蹤肢體動(dòng)作(走路、跑步、騎自行車、滑板、爬樓梯),并獎(jiǎng)勵(lì)積分。兒童可以用積分去增強(qiáng)各種游戲中的虛擬技能。2008年中發(fā)售的ME2滿足了孩子們玩游戲的巨大需求,同時(shí)抵消了諸如缺乏鍛煉肥胖癥等一系列游戲的負(fù)面影響。

Once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category, you can determine which of our three innovation strategies to pursue. When your category’s basic value proposition continues to be meaningful for consumers influenced by the trend，the infuse-and-augment strategy will allow you to reinvigorate the category. If analysis reveals an increasing disparity between your category and consumers，new focus, your innovations need to transcend the category to integrate the two worlds. Finally, if aspects of the category clash with undesired outcomes of a trend, such as associations with unhealthy lifestyles, there is an opportunity to counteract those changes by reaffirming the core values of your category.

潮流影響了消費(fèi)者,改變了他們對(duì)你的各類產(chǎn)品的看法與消費(fèi)行為,一旦你了解到這種變化以后,你可以從三種策略中挑選最恰當(dāng)?shù)囊环N。如果你的各類產(chǎn)品固有的價(jià)值定位對(duì)受到潮流影響的消費(fèi)者來說依舊有意義的話,“融匯與擴(kuò)張”策略可以幫助你重振品牌雄風(fēng),如果調(diào)查顯示你的各類產(chǎn)品與消費(fèi)者新的關(guān)注點(diǎn)漸行漸遠(yuǎn)的話,你的創(chuàng)新應(yīng)當(dāng)跨界合作實(shí)現(xiàn)兩個(gè)世界的聯(lián)結(jié)。最后,如果你的各類產(chǎn)品的某方面與當(dāng)今潮流趨勢(shì)的消極影響相違背,比如不健康的生活方式,那么就是抵消這些消極面、強(qiáng)化你的各類產(chǎn)品中最核心價(jià)值的時(shí)機(jī)了。

Trends — technological, economic, environmental, social, or political - that affect how people perceive the world around them and shape what they expect from products and services present firms with unique opportunities for growth.

潮流——無論是科技、經(jīng)濟(jì)、環(huán)境、社會(huì)或政治等種種方面的潮流—一都影響著人們?nèi)绾胃兄@個(gè)世界,塑造者他們對(duì)于產(chǎn)品與服務(wù)的期待,也為公司提供了一個(gè)獨(dú)特的成長(zhǎng)機(jī)會(huì)。

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