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)于這個問題下面小編就來為各個考生解答下。

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,叫做“跨界合作與超越”。該策略必須結(jié)合產(chǎn)品現(xiàn)有價值定住中的某方面與適應潮流變化的特點,以營造全新的體驗--一種可能會將品牌帶往全新市場空間的體驗。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當年將自己高性能的知名運動鞋帶入數(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原本針對業(yè)余運動愛好者的價值定位與數(shù)碼消費者的定位結(jié)合起來,Nike+運動裝備和網(wǎng)絡交互將這個市場局限于運動服飾的公司提升到了一個服務消費者的新高度。

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:“反制與強化”。它是指創(chuàng)造一款產(chǎn)品或服務,強化現(xiàn)有產(chǎn)品中的傳統(tǒng)價值定位,同時使得消費者可以來反制(或短暫逃離)潮流中他們不認同的方面。成功做到這點的是一家加拿大iToys創(chuàng)造的電腦游戲ME2。通過強化現(xiàn)有產(chǎn)品涉及肢體運動的這一特點,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作:它包含一個計步器,能夠追蹤肢體動作(走路、跑步、騎自行車、滑板、爬樓梯),并獎勵積分。兒童可以用積分去增強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,同時抵消了諸如缺乏鍛煉肥胖癥等一系列游戲的負面影響。

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.

潮流影響了消費者,改變了他們對你的各類產(chǎn)品的看法與消費行為,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?shù)囊环N。如果你的各類產(chǎn)品固有的價值定位對受到潮流影響的消費者來說依舊有意義的話,“融匯與擴張”策略可以幫助你重振品牌雄風,如果調(diào)查顯示你的各類產(chǎn)品與消費者新的關(guān)注點漸行漸遠的話,你的創(chuàng)新應當跨界合作實現(xiàn)兩個世界的聯(lián)結(jié)。最后,如果你的各類產(chǎn)品的某方面與當今潮流趨勢的消極影響相違背,比如不健康的生活方式,那么就是抵消這些消極面、強化你的各類產(chǎn)品中最核心價值的時機了。

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、環(huán)境、社會或政治等種種方面的潮流—一都影響著人們?nèi)绾胃兄@個世界,塑造者他們對于產(chǎn)品與服務的期待,也為公司提供了一個獨特的成長機會。

由于篇幅的問題，以上只是一部分，更多內(nèi)容請繼續(xù)關(guān)注我們中國教育在線外語頻道。

>> 雅思 托福 免費測試、量身規(guī)劃、讓英語學習不再困難<<