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隨著電商經(jīng)濟(jì)的發(fā)展，越來越多的人開始在網(wǎng)上購(gòu)物。雙十一剛剛結(jié)束，你是不是又剁手了？

經(jīng)濟(jì)學(xué)人上有一篇文章就講到了電商發(fā)展的利弊，文章標(biāo)題是E-commerce takes off，今天公眾號(hào)"高齋外刊雙語精讀"就帶大家一起來看看其中的一些觀點(diǎn)。這篇內(nèi)容既適合練翻譯，也適合學(xué)寫作，提高閱讀理解。

經(jīng)濟(jì)學(xué)人原文：Since retailing touches the economy and society in so many ways, e-commerce is already having broad effects well beyond the industry itself. Small new manufacturers are able to challenge big, established ones, thanks to the ease of selling goods online. Consumers are enjoying a broader choice of goods and more price transparency than ever before. But for bricks-and-mortar shops these are difficult times. In some parts of the world shopping malls are being blighted as their customers move online. Many traditional retail jobs will vanish as shops close and the remaining ones use more automation.

高齋參考譯文：零售業(yè)關(guān)系到經(jīng)濟(jì)和社會(huì)生活的方方面面，因而電子商務(wù)影響廣泛，其影響范圍已經(jīng)遠(yuǎn)遠(yuǎn)超出行業(yè)本身。網(wǎng)上銷售十分便利，一些新興的小型制造商如今已有能力挑戰(zhàn)大型老牌制造商。消費(fèi)者的購(gòu)物選擇比以往任何時(shí)候都豐富，價(jià)格透明度比以往任何時(shí)候都要高。但對(duì)實(shí)體店而言，眼下正是困難時(shí)期。在世界某些地區(qū)，顧客轉(zhuǎn)向線上消費(fèi)導(dǎo)致一些商場(chǎng)陷入生存困境。大量實(shí)體店鋪關(guān)閉，繼續(xù)經(jīng)營(yíng)的門店也更多采用自動(dòng)化技術(shù)，許多傳統(tǒng)零售行業(yè)的崗位即將消失。

01

第一句：Since retailing touches the economy and society in so many ways, e-commerce is already having broad effects well beyond the industry itself.

零售業(yè)關(guān)系到經(jīng)濟(jì)和社會(huì)生活的方方面面，因而電子商務(wù)影響廣泛，其影響范圍已經(jīng)遠(yuǎn)遠(yuǎn)超出行業(yè)本身。

1. Since在這里表示原因。because和since的區(qū)別： 前者語氣強(qiáng)，而since語氣弱，前后因果關(guān)系是自然而然的。

2. retailing指零售業(yè)。實(shí)體零售業(yè)稱為physical retailing，網(wǎng)上零售業(yè)稱為online retailing。

3. 熟詞偏義：touch在這里的意思是"對(duì)……有影響，關(guān)系到/涉及……"，后面可以接sb或者sth，相當(dāng)于affect。比如：

科學(xué)影響著我們生活的方方面面。

英文就可以說：

Science touches/affects almost every facet of our life.

4. 固定句型：A touch B in so many ways可以當(dāng)作一個(gè)固定句型來記，表示"……影響到……的很多方面；……影響到……的方方面面"，touch也可以換為affect；

"……影響到……的很多方面；……影響到……的方方面面"還可以說affect many/all aspects of//almost every facet of...

我們常說"對(duì)生活的方方面面都產(chǎn)生影響"，英文可以寫為...affect all aspects of/almost every facet of one’s life. 舉個(gè)例子：

你生活的方方面面都將受到影響。

All aspects of your life are to be affected.

5. 同義表達(dá)：have broad effects表示"影響廣泛；產(chǎn)生廣泛影響"，"影響廣泛"還可以說have wide-ranging impacts/implications。

6. 固定表達(dá)：well beyond表示"遠(yuǎn)遠(yuǎn)超出"，可以替換為far beyond，動(dòng)詞短語就是go far beyond。well beyond sth itself可以當(dāng)作一個(gè)固定搭配來記，意思是"遠(yuǎn)遠(yuǎn)超出什么本身"。

看到well beyond，我想起在紐約時(shí)報(bào)中看到的這句話，其中有far beyond her means的用法：

That month, she started an appeal on Shuidichou, an online crowdfunding site, saying that medical costs that would add up to nearly $30,000 were far beyond her means. Family and friends had already made loans and she was desperate, she said.

就在那個(gè)月，她在眾籌網(wǎng)站"水滴籌"發(fā)起呼吁，稱高達(dá)20萬元的醫(yī)療費(fèi)用遠(yuǎn)遠(yuǎn)超出自己承受能力。她說，家人和朋友已經(jīng)借錢給她，她很絕望。

7. 英語寫作句型：sth have broad effects well beyond sth itself可以表示"sth影響廣泛，影響范圍遠(yuǎn)超其本身"。

"影響遠(yuǎn)遠(yuǎn)超過……"這個(gè)句型還可以寫為the effects/impacts of sth extend/reach far beyond ...例如，新冠疫情造成的影響遠(yuǎn)不止病毒本身。英文就可以說Covid-19’s effects reach far beyond the virus.

再來看看researchgate上這句話：

The Internet is becoming more and more integrated in all forms of retailing and the impact of digitalization goes far beyond the phenomena of e-commerce.

互聯(lián)網(wǎng)與各種形式的零售越來越相互融合，數(shù)字化的影響遠(yuǎn)不限于電子商務(wù)。

02

第二句：Small new manufacturers are able to challenge big, established ones, thanks to the ease of selling goods online.

網(wǎng)上銷售十分便利，一些新興的小型制造商如今已有能力挑戰(zhàn)大型老牌制造商。

1. 這段在說電商給中小企業(yè)創(chuàng)造了商機(jī)。

2. 翻譯思維：Small new manufacturers翻譯的時(shí)候注意形容詞的順序，具體看參考譯文。

3. Challenge也可以說take on，這個(gè)在我們翻碩班講北航MTI真題的時(shí)候見過：

谷歌決心挑戰(zhàn)蘋果和亞馬遜（亞馬遜也在開發(fā)自己的在線音樂業(yè)務(wù)）。

Hence Google’s determination to take on Apple and Amazon, which is also developing an online-music business of its own.

4. established：在這里指老牌的。"老牌企業(yè)"可以說established firms/companies/businesses。在高齋外刊精讀班第11篇中講過這個(gè)：

其次，相比發(fā)達(dá)國(guó)家的老牌企業(yè)過去被顛覆的速度，新興市場(chǎng)的老牌企業(yè)被顛覆的速度可能要更快。

the second is that in the emerging world, established firms are likely to be disrupted more quickly than incumbents were in the rich world.

"老牌企業(yè)"也可以說old firms，incumbents，incumbent firms。

5. 逗號(hào)的用法：big, established中逗號(hào)相當(dāng)于and，只是逗號(hào)有強(qiáng)調(diào)作用。

6. 原文的ones指代manufacturers。

7. 固定表達(dá)：thanks to引出原因，表示"歸因于；多虧"，thanks to the ease of可以當(dāng)作固定表達(dá)來記，意思是"由于……很方便；由于……的便利性；多虧了……的便利"，ease也可以說convenience。

03

第三句：Consumers are enjoying a broader choice of goods and more price transparency than ever before.

消費(fèi)者的購(gòu)物選擇比以往任何時(shí)候都豐富，價(jià)格透明度比以往任何時(shí)候都要高。

1. 固定表達(dá)：enjoy a broader choice of意思是"有更廣泛的選擇；有更多選擇"，broader也可以說wider，可以用來替換常見的have more choices/options。

反過來，如果說"沒有選擇的余地；沒得選"，英文可以寫為have no choice，not have a choice。

圖片

2. 專業(yè)表達(dá)：price transparency價(jià)格透明度，指每個(gè)市場(chǎng)參與者都能獲得公平的報(bào)價(jià)。

3. 固定表達(dá)：than ever before是固定表達(dá)，指"比以往任何時(shí)候都……"，一般放在句末，放在句中的也有。舉個(gè)例子：

如今就讀商學(xué)院的女性比以往任何時(shí)候都多。

英文可以說：

More women than ever before are going to business school.

同義表達(dá)是than ever，than at any time in the past，如：

Homes are more affordable than at any time in the past five years

現(xiàn)在住宅比過去5年里的任何時(shí)候都要便宜。

04

第四句：But for bricks-and-mortar shops these are difficult times.

但對(duì)實(shí)體店而言，眼下正是困難時(shí)期。

1. 固定表達(dá)：bricks-and-mortar shops實(shí)體店，同義表達(dá)是physical shops/stores。如果說"網(wǎng)店"就可以說online/virtual shops/stores；

如，實(shí)體店努力從網(wǎng)店?duì)帄Z客戶，可以說Bricks-and-mortar shops struggle to win customers back from virtual ones.

2. 固定表達(dá)：these are difficult times是一個(gè)固定表達(dá)，指"眼下/現(xiàn)在正是困難時(shí)期；時(shí)局艱難"，舉個(gè)例子：

時(shí)局艱難，挑戰(zhàn)越來越復(fù)雜。

英文可以說：

These are difficult times, and the challenges keep getting more and more complex.

times在這里表示一段時(shí)間，時(shí)期。

05

第五句：In some parts of the world shopping malls are being blighted as their customers move online.

在世界某些地區(qū)，顧客轉(zhuǎn)向線上消費(fèi)導(dǎo)致一些商場(chǎng)陷入生存困境。

1. 固定表達(dá)：in some parts of the world意思是"在世界某些地區(qū)"，注意parts的使用。例如：

在世界某些地區(qū)，女性在預(yù)期壽命方面的優(yōu)勢(shì)正逐步喪失。

英文可以說：

The female advantage in life expectancy is being lost in some parts of the world.

同理，"在非洲某些地區(qū)"英文是in some parts of Africa，在非洲其它地區(qū)就是in other parts of Africa。

2. 同義表達(dá)：blight [bla?t]，作動(dòng)詞表示"損害；妨害；破壞；摧毀"，相當(dāng)于devastate，例如，"飽受失業(yè)之苦的地區(qū)"可以說an area blighted by unemployment。

還比如"飽受礦井關(guān)閉影響的城鎮(zhèn)"就可以說towns devastated by pit closures.

3. 固定表達(dá)：move online指的是"轉(zhuǎn)移到線上，選擇網(wǎng)購(gòu)"，move online也可以替換為go online，switch to online。比如：

顧客轉(zhuǎn)向線上購(gòu)物，零售業(yè)面臨挑戰(zhàn)。

Retail sector faces changes as customers go online.

06

第六句： Many traditional retail jobs will vanish as shops close and the remaining ones use more automation.

大量實(shí)體店鋪關(guān)閉，繼續(xù)經(jīng)營(yíng)的門店也采用更多自動(dòng)化技術(shù)，許多傳統(tǒng)零售行業(yè)的崗位即將消失。

1. 同義替換：vanish [?v?n??]：表示消失，可以替換為disappear，例如，零售等傳統(tǒng)行業(yè)的工作將逐漸消失，英文可以說jobs in traditional industries like retail will disappear.

大量零售門店關(guān)閉，傳統(tǒng)零售行業(yè)的崗位面臨嚴(yán)峻挑戰(zhàn)，經(jīng)濟(jì)學(xué)人上有一個(gè)類似的說法：

Retailing jobs are threatened not just as companies close shops but as the remaining ones try to beef up their profitability.

beef up their profitability指增強(qiáng)盈利能力。beef up相當(dāng)于enhance，increase或improve。

2. remaining作形容詞，這里不是"余下的；剩余的"，而是"繼續(xù)存在的"，文中具體指"繼續(xù)經(jīng)營(yíng)的"。the remaining ones中的ones指代shops。注意the不能丟，它指的是除關(guān)閉的shops之外余下繼續(xù)經(jīng)營(yíng)的零售門店。

3. automation：自動(dòng)化。在零售行業(yè)，大多數(shù)人的工作將被自動(dòng)化取代，正如cnn上的一份數(shù)據(jù)顯示：

As many as 7.5 million retail jobs are at risk of automation in the next decade.

07

最后，我從外刊中找了一些電商發(fā)展帶來的影響相關(guān)觀點(diǎn)，作為前面觀點(diǎn)的補(bǔ)充，大家可以借鑒一下：

1. 電商發(fā)展迅速的原因：

There is every reason to think it will get much bigger. In rich countries millennials who grew up buying goods online are moving into their prime spending years. In poorer ones, rising incomes and the spread of mobile phones will bring more shoppers online.

Thanks to the power of data, technological expertise and large distribution networks, the biggest e-commerce firms will only get bigger.

2. 電商發(fā)展帶來的影響：

In the longer run the impact of e-commerce will not be limited to the conventional retail industry. It will also change how consumers spend their days, disrupt workers’ lives and reshape governments’ view of corporate power.

Online shopping is creating jobs that may be better than conventional retail store work in some ways, but pose other challenges. Compared with retail store jobs, the work of the online shopping economy tends to be more automated, and employs more men than women.

3. 總結(jié)：

The relentless growth in e-commerce may eventually run up against natural limits. And different parts of the world will progress at different speeds. Yet there is no doubt that e-commerce has much further to go. What is less clear is how far and how fast it will rise, where it will do best, and how great its impact will be.