华尔街的赚钱经(MP3+中英字幕) 第49期:星巴克 从咖啡店到咖啡帝国(3)

 　　In 1987, at the age of 34, Howard Schultz organized a group of investors¹ and purchased his former employer, Starbucks Coffee Company. The small Seattle-based coffee roaster took its name from the coffee-loving first mate in Herman Melville's novel Moby Dick. Schultz renamed his company the Starbucks Corporation.

　　1987年，34岁的霍华德·舒尔茨召集了一批投资者，将他的老东家“星巴克咖啡公司”买下。这个小型的咖啡烘焙店起步于美国西雅图，名字来源于美国文坛杰出大师赫尔曼·麦尔维尔的经典著作《白鲸》中那个爱喝咖啡的主人公的名字。舒尔茨将公司重命名为“星巴克股份公司”。

　　Schultz's coffee bars were an instant success, fueling rapid growth and expansion, not only for Starbucks but also for the coffee industry as a whole. This new coffee culture supported a proliferation of stores and other sales avenues for Starbucks' beans. The company owns all of its stores, despite the constant stream of franchise² inquiries³, and has been steadily⁴ opening shops throughout the country. In 1992 Starbucks became the first specialty⁵ coffee company to go public, a testament⁶ to its size and prospects⁷.

　　舒尔茨的咖啡吧的快速成功不仅使星巴克，同时也使整个赚主咖啡产业得以快速发展和扩张。这种新的咖啡文化也推动了大量衍生店铺及星巴克咖啡豆的其他销售渠道的建立。尽管要求特许加盟的呼声此起彼伏，但是公司依然手握所有店铺的控制权，并且继续在全国范围内稳步地开设多家店铺。1992年，星巴克作为第一家专业咖啡公司成功上市，再一次证明了其庞大的规模和美好的发展前景。

　　Starbucks' first major venture outside of the northwestern part of the nation was Chicago, where mail-order sales were strong. The company's specialty sales division developed new business through Nordstrom's department stores and established Starbucks coffee bars within Barnes and Noble bookstores. Starbucks also formed a partnership⁸ with Pepsico, Inc.to create and distribute a new ready-to-drink coffee-based beverage⁹, Frappuccino, as well as entered into a licensing¹⁰ agreement with Kraft Foods. The company even developed a relationship with Capitol Records, releasing Blue Note Blend coffee and an accompanying jazz compilation¹¹ on compact disc.

　　星巴克将其在美国西北部以外的地区所做的第一次冒险尝试，地点选在了芝加哥。那里的邮购咖啡销售很火暴。公司通过在诺德斯特龙百货商店开展新的咖啡业务和巴诺连锁书店内开设星巴克咖啡吧，拓展了新的专业销售渠道。同时，星巴克也与百事可乐公司建立了合作伙伴关系，共同研制和销售一款即饮的咖啡新饮品——法布奇诺（星冰乐）咖啡。此外，星巴克还与美国卡夫国际食品公司签署了专利使用权转让协定。公司甚至还同百代唱片公司开展合作关系，推出了一款蓝调音符混合咖啡，并附带有一张爵士乐专辑的光盘。

1 investors   

n.投资者，出资者( investor的名词复数 )

参考例句：

• a con man who bilked investors out of millions of dollars 诈取投资者几百万元的骗子
• a cash bonanza for investors 投资者的赚钱机会

2 franchise   

n.特许，特权，专营权，特许权

参考例句：

• Catering in the schools is run on a franchise basis.学校餐饮服务以特许权经营。
• The United States granted the franchise to women in 1920.美国于1920年给妇女以参政权。

3 inquiries   

n.调查( inquiry的名词复数 )；疑问；探究；打听

参考例句：

• He was released on bail pending further inquiries. 他获得保释，等候进一步调查。
• I have failed to reach them by postal inquiries. 我未能通过邮政查询与他们取得联系。 来自《现代汉英综合大词典》

4 steadily   

adv.稳定地；不变地；持续地

参考例句：

• The scope of man's use of natural resources will steadily grow.人类利用自然资源的广度将日益扩大。
• Our educational reform was steadily led onto the correct path.我们的教学改革慢慢上轨道了。

5 specialty   

n.(speciality)特性，特质；专业，专长

参考例句：

• Shell carvings are a specialty of the town.贝雕是该城的特产。
• His specialty is English literature.他的专业是英国文学。

6 testament   

n.遗嘱；证明

参考例句：

• This is his last will and testament.这是他的遗愿和遗嘱。
• It is a testament to the power of political mythology.这说明，编造政治神话可以产生多大的威力。

7 prospects   

n.希望，前途(恒为复数)

参考例句：

• There is a mood of pessimism in the company about future job prospects. 公司中有一种对工作前景悲观的情绪。
• They are less sanguine about the company's long-term prospects. 他们对公司的远景不那么乐观。

8 partnership   

n.合作关系，伙伴关系

参考例句：

• The company has gone into partnership with Swiss Bank Corporation.这家公司已经和瑞士银行公司建立合作关系。
• Martin has taken him into general partnership in his company.马丁已让他成为公司的普通合伙人。

9 beverage   

n.(水，酒等之外的)饮料

参考例句：

• The beverage is often colored with caramel.这种饮料常用焦糖染色。
• Beer is a beverage of the remotest time.啤酒是一种最古老的饮料。

10 licensing   

v.批准，许可，颁发执照( license的现在分词 )

参考例句：

• A large part of state regulation consists of occupational licensing. 大部分州的管理涉及行业的特许批准。 来自英汉非文学 - 行政法
• That licensing procedures for projects would move faster. 这样的工程批准程序一定会加快。 来自辞典例句

11 compilation   

n.编译，编辑

参考例句：

• One of the first steps taken was the compilation of a report.首先采取的步骤之一是写一份报告。
• The compilation of such diagrams,is of lasting value for astronomy.绘制这样的图对天文学有永恒的价值。