星巴克英译汉

盛年不重来，一日难再晨。

及时宜自勉，岁月不待人。

Table of Contents1.Introduction of Starbucks2.Development history of Starbucks3.Producut of Starbucks4.Starbucks in China5.SWOT Analysis of Starbucks1.introduction of StarbucksStarbucks Corporation (SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom.Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.2.Development history of StarbucksStarbucks has always been a place where you can find the world’s best coffe es. But in 1971, you would have had to travel all the way to our only store in Seattle’s historic Pike Place Market.●1970sThe first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle.●1980sHoward Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.●1990sStarbucks expands beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucksbecomes a publicly traded company.●2000sThe Starbucks phaenomenon continues. As of this writing, Starbucks has more than 6,000 locations in over 30 countries.Dub Hay as senior vice president, Global Coffee Authority this November3.Product of Starbucks●BeveragesEspresso(Hot espresso/ Iced espresso)Frappuccino(Blended coffee / Blended cream / Blended juice)Coffee and tea(Brewed coffee /Tea /Other favorite )●FoodBreakfast(Honey Raisin Scone / Honey Raisin Toast / Blueberry Danish/ French Croissant)Afternoon(New York Cheesecake / Blueberry Cheesecake/ Chocolate Truffle Cake)Other food(Mini honey raisin scone /Mini Chocolate Muffin /Mini Apricot Financier/Mini Marble Cheese Cake) ●TeaChinese tea(Mudan White Tea /Jinxuan Oolong tea /Biluochun Green Tea )Exotic(Earl Grey/ Chai/ English Breakfast)4.Starbucks in China4.1Development history in ChinaStarbucks Coffee International (SCI) entered China market in1998 with the opening of its first store in Taipei, Taiwan. The first Starbucks store located in mainland China was opened in Beijing in January 1999 through a licensing agreement with Mei Da Coffee Co. Ltd. To support the accelerated expansion into mainland and achieve greater penetration throughout the region, the Starbucks Greater China Support Center was established in Shanghai in 2005. Since then, at the end of Q4 fiscal year 2010, there are more than 750 Starbucks locations throughout China, including Hong Kong, Macau and Taiwan.4.2 Special products to meet the demand in ChinaIn order to gain a large share in Chinese market , Starbucks has to work out plans to develop new products to cater the consumer demands for traditional Chinese festivals.Following are the products:1.Conbine Chinese tea to western coffee to create a wonderful flavor popular to both Chinese andwesterners.2. Chinese Zongzi (traditional Chinese rice- Pudding) on Dragon Boat Festival.3. Mooncake on Mid-autumn Festival.4. Special food and cups during spring festival5.SWOT Analysis of StarbucksStrengths(1) Business model of agile choiceStarbucks is good at according to different market situations all over the world take agile investment and cooperation mode.(2) Brand advantageMake full use of the "third life space" type of experience. In the center of the consumer demand from products to service, in the service to the era of experience, Starbucks successfully created a to create "Starbucks experience" for the characteristics of the "coffee religion", Starbucks and general coffee shop different places is endowed with a cup of coffee more rich experience and deeper cultural connotation.(3) Technology advantageStarbucks has always been the pursuit of quality excellence, adhere to provide customers highSTRENGHSWEAKNESSESInnovative business model Brand advantage Technology advantageNew product development and innovation Considerate customer service Store location advantageThe short of capital High priceHigh concentration level Lack of diversificationOPPORTUNITIESTHREATSE-businessexpand its global operationsCompetitors Cost raisingThe threat of new entersquality products. In order to let all love Starbucks can enjoy the most pure coffee, Starbucks is very critical and demanding for raw materials, whether the transportation of coffee beans, baking, preparation or finally put the coffee end to the customer of the that moment, everything must comply with the most stringent standards. In addition, Starbucks has more than 30 money hand-made espresso and coffee in hot drinks, coffee species diversity, both pure, also have instant; Both Italian and Latin American taste, to meet the different tastes of consumers.(4) New product development and innovationStarbucks in the innovation has been walking in the front of the coffee chain, from cappuccino, frappuccino, coffee taste beer and other new creative great success, to the invested heavily to espresso extraction technology research and development success, all show that the Starbucks in innovation has a lot of advantages.Starbucks is also in the internationalization and localization between seek a natural fusion, in March 2010, Starbucks will be unique "Starbucks experience" further extends to the Chinese consumers favorite tea drinks field, which contains Chinese tea and exotic tea two kinds of tea products, including nine precipitated in the global tea drink Starbucks on the rich experience.(5) Considerate customer serviceIn the service process, Starbucks implement a "constant system" of the "one to one", really sincere service for client consider.(6) Store location advantageFully occupy the favorable business circle. For coffee retail sector, good location is set up shop a very important component of success, Starbucks coffee in the store location is in the center of the basic choice or prosperous business people crowded sections, and strive to make customers anytime, anywhere can find Starbucks.●Weaknesses(1)The short of capitalWhenever Starbucks plan to open a new shop, it would always be put in the most prosperous location of the city. Just in Shanghai, it needs 2 millions to open a new shop. It means that how to solve the demand of capital, labor and reserve resources is a big challenge for Starbucks.(2)High priceThe price level of Starbucks is higher than corporations in the same industry. It concentrate on developing the high-end product and give up the profit from the low-income people. It will lead a high risk for Starbucks’ daily operation. Because Once(3)High concentration levelThe organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk.(4)Lack of diversificationThe organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.●Opportunities1) Starbucks are very good at taking advantage of opportunities.2) In 2004 the company created a CD-burning service in their Santa Monica (California USA)cafe with Hewlett Packard, where customers create their own music CD.3)New products and services that can be retailed in their cafes, such as Fair Trade products.4)The company has the opportunity to expand its global operations. New markets for coffee suchas India and the Pacific Rim nations are beginning to emerge.5)Co-branding with other manufacturers of food and drink, and brand franchising to manufacturersof other goods and services both have potential.6)e-business.Starbucks has the courage to try something challenging and innovative, for example, the construction of ‘the third space’, taking advantage of e-business.ThreatsAfter rapidly expanding, there exist a potential risk that the burden of set new cooperate chain is heavy. At the same time, because Franchisee is not allowed, operato rs can’t wait for benefits rely on its initial fee. There are a lot of competitors in potential and reality.What’s more, no one knows if the market for coffee will grow and stay in favor with customers, or whether another type of beverage or leisure activity will replace coffee in the future. Starbucks are facing with treats as follows:(1) Cost raisingStarbucks are exposed to rises in the cost of coffee and dairy products.(2) The threat of new entersSince its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and copy cat brands that pose potential threats.(3)CompetitorsMainland China market existing Taiwan Shang Dao coffee, Japan really pot of coffee, and other coffee later into china ,Starbucks coffee among all as its biggest competitor, "coffee wars" royaltieshave become inevitable.Starbucks mission statement is 'Establish Starbucks as the premier purveyor of the finest coffee in the world.’ Facing with the competition from the c offee industry, the convenience store, fast food restaurant and coffee machine, Starbucks have a long way to go in the future.Solution• Starbucks should take price discrimination strategy, which means it should offer products with different price levels for people with different income level.• Starbucks should set up a road map to achieve diversification, not only sell coffee , but also the cake, fruit salad and so on.• Starbucks should have regular research for the better understanding of its comp etitors and better service for its consumers.。

商标名英汉翻译中的技巧商标是将某商品或服务标明是某具体个人或企业所生产或提供的商品或服务的显著标志”。

商标是文字、图形、字母、数字、声音、三维标志和颜色等要素的组合。

而就汉英翻译而言，商标名的构成包括以下几种。

一是专有名词，即人名、地名、有象征含义的名词。

譬如“马可波罗”瓷砖，即是以人名作为其商标名。

二是常用词，即常见的名词、动词、形容词、数词等。

譬如“7-11”便利店，即是以数词为其商标命名，藉以标榜其营业时间由上午7时至晚上11时，当然现在已是全天候营业。

三是coined words（新造词），即创始人自己造出的新词，作为其商标名。

商标名翻译现存的问题至今汉英商标名的翻译仍有不尽如人意的地方。

原因在于其受到多种因素的影响，包括词的多种含义、译者的能力、风俗习惯、文化等。

譬如，就词的多重含义而言，有一款“帆船”地毯，一开始其商标名直译为“Junk”，但单词Junk不仅有帆船的含义，还有垃圾的意思。

于是，后来改名为“Junco”（灯芯草雀）。

再如，就文化而言，国货知名品牌“大白兔”奶糖，其英文商标名为“White Rabbit”，但在西方有些国家，由于在某种程度上，兔子吃草，破坏了畜牧业，并不是讨喜的动物。

常用的汉英商标名翻译方法一是直译法。

即词对词的直接翻译。

例如，国产家电“小天鹅”洗衣机，其英文商标为“Little Swan”。

国外的汽车品牌“Beetle”，其中文商标名为“甲壳虫”，体现了车外形和性能似甲壳虫，轻便快捷。

二是音译法。

即根据其发音特点而翻译。

例如，知名的香水品牌“Chanel”，其中文商标为“香奈儿”。

儿童的天堂“Disney”，其中文译名为“迪士尼”。

英国的香烟品牌“Marlboro”，其中文译名为“万宝路”。

美国著名的体育用品制造商“Nike”，其中文商标为“耐克”。

如果大家稍加留意，会发现许多音译的商标名。

三是意译法。

基于其所代表的含义而翻译。

比如，国产护肤品“佰草集”，其英文商标为“Herborist”（草药医生）。

（Caramel Macchiato）焦糖玛奇朵（Caffe Latte）拿鉄（Cappuccino）卡布奇諾（Caffe Mocha）摩卡（Caffe Americano）美式（Iced Caffe Latte）氷拿鉄（Iced Caffe Mocha）氷摩卡（Iced Caffe Americano）氷美式（Coffee Frappuccino）星氷楽（Mocha Frappuccino）摩卡星氷楽（Espresso Frappuccino）濃縮星氷楽（Mango Citrus Tea Frappuccino）芒果茶星氷楽（Caramel Cream Frappuccino）焦糖星氷楽（V anilla Cream Frappuccino）香草星氷楽（Chocolate Cream Frappuccino）巧克力星氷楽（Muffin：Chocolate, Blueberry, Banana）麦芬：巧克力、藍苺、香蕉（Classic Chocolate Cake）法式巧克力蛋糕（Black Forest Cake）維也納黒森林蛋糕（Cheese Cake）芝士蛋糕（Blueberry Cheese Cake）藍苺芝士蛋糕（Pizza：Smoked Chicken, Tuna）比薩：燻鶏、呑拿魚（V egetable&Ham Pie）蔬菜派（Cheese Stick & Cookies）芝士条，各類餅干（Tiramisu）提拉米蘇（French Sandwich：Tuna, Smoked Chicken）法式三明治：呑拿魚、燻鶏（Sandwich：Ham&Cheese, Roasted Chicken, Ham&Egg）三明治：火腿芝士、烤鶏胸、火腿蛋（V egetable Salad）田園沙拉（Tuna Salad）呑拿魚沙拉（Macaroni Salad）通心粉沙拉（Potato Salad）土豆沙拉（Fruit Cup）水果沙拉（Meal Box：Tuna, Ham&Cheese）餐盒：呑拿魚、火腿芝士。

星巴克广告语棋子杯
Starbucks星巴克中文口号
假如你不客气，我们就给你低咖啡因咖啡。

激发并创造人文关怀，每人，每杯，每社区。

Starbucks星巴克英文Slogan
Customize Your Cup.
Sit back and enjoy the exceptional taste of Starbucks at home.
Bring the rich, distinctive taste home.
Coffee that inspires.
It’s not just coffee. It’s Starbucks.
Brewed for those who love Coffee.
Our way of loving you back.
You’re a sip away from GOLD.
A taste of the holidays.
Double the you.
Taste the best of summer.
Find your glow.
翻译：
定制您的杯子。

坐在家里享受星巴克的非凡味道。

把浓郁、与众不同的味道带回家。

激发灵感的咖啡。

不只是咖啡，是星巴克。

为那些喜欢咖啡的人而煮。

我们爱你的方式。

你离黄金只有一小口了。

节日的味道。

双倍的钱。

帮你熬通宵。

找到你的光彩。

星巴克书店等异业结盟，于合作店铺内觅地开业。

一般而言，星巴克咖啡的价格与其他类似等级的竞争者相当。

星巴克在全球范围内已经有近19,972间分店遍布北美、南美洲、欧洲、中东及太平洋区。

星巴克不打算调低在全球开设4万间店的长期计划。

其中包括在美国12,937间分店，加拿大1273间分店，日本971间分店，英国790间分店，中国657间分店，韩国453间分店，墨西哥356间分店和台湾的276间分店。

星巴克的分店大多数是总公司直营的，星巴克公司内也有对于外资投资的一些禁令；但这些规定也有例外。

在大中华区的星巴克大多数是合资的。

台湾区星巴克是由统一企业与美国星巴克合资的；上海及华中区的星巴克是由台湾统一企业、上海烟草集团以及美国星巴克合资；北京与天津星巴克是由北京美大星巴克公司经营。

而广东、香港及澳门的星巴克则是由美心集团及美国星巴克合资的Coffee Concepts HK Ltd经营。

星巴克总公司倾向加码这些地区的持股，取得更大的主控权。

沈阳、大连等城市的星巴克则是星巴克总公司的直营店。

名称由来星巴克得名于赫尔曼·梅尔维尔的著作，《白鲸记》中亚哈船长的大副名字——Starbuck。

发展历史1971年，英语教师Jerry Baldwin，历史教师Zev Siegel和作家Gordon Bowker合作开了第一家星巴克。

他们三人开店是受到阿尔弗雷德·皮特（Alfred Peet）的皮特咖啡公司的影响。

第一家星巴克店位于西雅图市中心的鱼市派克市场（Pike Place Market）旁，主要出售高质量的咖啡豆和咖啡器材（这家店至今仍然存在）。

在开业的第一年，他们从皮特那里购买绿色咖啡豆，而后，他们就直接从咖啡豆产地购买。

1971年时，星巴克仅有西雅图的6家店铺，而且只卖咖啡豆。

1987年，现任董事长霍华德·舒尔茨（Howard Schultz）筹资买下了星巴克。

此后，他把星巴克做成了美国版的意大利咖啡屋，1994年，䀻请莱特·梅西替全球连锁店进行店内设计后，如今已经在全世界30个国家开了6000个店铺。

星巴克什么意思①“星巴克”是一家跨国连锁咖啡店。

②星巴克股份有限公司(英语：StarbucksCorporation，简称：星巴克，英语：Starbucks，NASDAQ：SBUX、港交所：4337、又称史塔巴克斯)是美国一家跨国连锁咖啡店，也是全球最大的连锁咖啡店。

③霍华德·舒尔茨是始创人、发源地与总部位于美国华盛顿州西雅图。

除咖啡之外，亦有茶饮等饮料，以及三明治、糕点等点心类食品。

其成立于1971年，最初仅专卖咖啡豆，在转型为现行的经营型态后开始快速展店，并成为美式生活的象征之一，部分店铺甚至与超级市场、书店等异业结盟，以复合式商店经营。

名称由来——④“星巴克”这个名字来自美国作家梅尔维尔的小说《白鲸记》中一位处事极其冷静，极具性格魅力的大副。

他的嗜好就是喝咖啡扩展资料：1971年，杰里·鲍德温，吉夫・席格和戈登·波克合作开了第一家星巴克，2018年5月8日，雀巢与星巴克缔结全球咖啡联盟，雀巢将以71.5亿美元现金收购星巴克门市以外的全球市场零售及分销星巴克品牌包装产品的权利。

在1999年于北京出现星巴克咖啡第一家分店，2000年进入上海，2002年进军华南市场。

上海一间星巴克。

星巴克咖啡连锁店主要与三家业者合资代理：美大、统一和美心。

这三家代理商的市场区域划分如下：北京美大咖啡有限公司取得中国北方的代理权，台湾统一集团取得苏浙沪地区的代理权，南方地区的代理权则由香港的美心公司取得。

星巴克在四川成都及重庆则与美心集团共同合作开发市场，大连及青岛等则由星巴克以直营的方式设立店面。

自2008年北京奥运会之后，星巴克股份有限公司收回了除苏、浙、沪、广东等地区的一切代理权，改为直营。

话说今天在星巴克里研究杯子时被shots 和syrup难住了，尤其是shots，百思不得其解，上网搜索了才知道原来是指浓缩咖啡的量词。

在这里贴上星巴克里的常用英文，希望能帮到大家^^最基本的是：Americano：美式咖啡。

两SHOTS 的浓缩烘焙咖啡，然后倒入热水，调治而成。

Breve ：拿铁咖啡的一种。

用一半浓缩咖啡和一半热牛奶调成。

Cappuccino：用浓缩咖啡和泡沫牛奶调成，但要比拿铁中加入的热牛奶有更多的泡沫。

Con Panna ：意大利语，意思是―加上搅打过的奶油‖。

Cr¨me ：在星巴克，这个名词的意思是，不含有咖啡的热饮。

Demitasse：法语中―半杯‖的意思。

这里指用极小杯来装浓缩咖啡。

Doppio:意大利语，意思是双份的。

但是只用在，两SHOTS的浓缩咖啡。

比如，你可以说doppio espresso ，但是要讲Double latte 。

Dry:多奶末，少奶。

Espresso: 浓缩咖啡。

咖啡最纯，最香，最浓的状态。

Frappuccino blended beverage:星巴克特制的，美味滑爽的特调冷饮。

Grande: 星巴克里中杯的咖啡杯，第二大型号的杯子。

Half-caf: 一SHOT普通咖啡和一SHOT低咖咖啡。

Latte: 拿铁咖啡。

把热牛奶到入浓缩咖啡中，即可调出美味的拿铁咖Macchiato :意大利语，意为显著的。

比如，星巴克焦糖Macchiato。

Misto:意大利语，意思是混合的，是滴滤式咖啡（中等粗细的咖啡粉制成）和热牛奶的混合。

Mocha:摩卡咖啡：用浓缩咖啡加巧克力和热牛奶制成comQuad:加4 SHOTS 浓缩咖啡Ristretto: 从浓缩咖啡中提取出的，是浓缩咖啡中最甘甜的部分。

Skinny:用脱脂牛奶调入咖啡Tall:星巴克里面的一般尺寸大小的杯Triple:加3 SHOTS的浓缩咖啡Unleaded:拖去咖啡因的咖啡Valencia: 橙子糖浆/汁Venti:星巴克中最大尺寸的杯子Wet: 少奶沫，多奶1.下面让我们先从最核心的部分谈起—ESPRESSO ：浓缩咖啡。