第十二期【星巴克】

DAY 4 答案及原文

「答案」

（1）C;

（2）B;

（3）focus, discipline.

「聽力錄音」

「聽力原文」

(1) Over our 20 years in China, we've established unparalleled brand stature by delivering a unique premium experience to our customers. Outside of specialty coffee retail, the power of our brand was demonstrated by the continued expansion of our Global Coffee Alliance with Nestlé, (1) now in more than 40 markets, (1) including the additional five new markets we entered in Q1, with product sales significantly ahead of expectations. Every customer interaction in our stores establishes customer affinity and brand loyalty, with the Global Coffee Alliance then acting as a brand amplifier, bringing Starbucks coffee to new channels and new markets.

在中國的20多年中，我們通過為客戶提供獨特的優質體驗，樹立了無與倫比的品牌地位。在特色咖啡零售之外，我們與雀巢（Nestlé）的全球咖啡聯盟不斷擴大，目前已進入40多個市場，其中包括我們在第一季度進入的另外5個新市場，產品銷售大大超出預期，這顯示了我們品牌的力量。我們店裡的每一次顧客互動都建立了顧客親和力和品牌忠誠度，隨後全球咖啡聯盟充當了品牌放大器，將星巴克咖啡帶到了新的渠道和新市場。

Our Starbucks Reserve Roasteries are also important brand amplifiers. (1) In November, we opened our Roastery in Chicago, our sixth Roastery globally, to a phenomenal customer reception. Since the opening, the store continues to gain international attention, (2) attracting an average of 10,000 visitors a day, (2) with a peak of more than 21,000 visitors in a single day. I want to thank our Starbucks partners who work in the Chicago Roastery as well as the City of Chicago for the warm welcome and spectacular response to the opening of the world's largest Starbucks.

我們的星巴克甄選烘焙工坊也是重要的品牌放大器。11月，我們在芝加哥開設了我們的烘焙工坊，這是我們在全球的第六家烘焙工坊，接待了大量的客戶。開業以來，該店持續受到國際關注，平均每天吸引1萬名遊客，單日遊客高峰超過2.1萬人次。我要感謝我們在芝加哥烘焙工坊和芝加哥市工作的星巴克合作伙伴，他們對世界上最大的星巴克的開業表示熱烈歡迎和熱烈響應。

These proof points provide clear evidence that the Starbucks brand is not only strong, but it is getting stronger through the (3) focus and discipline of our Growth at Scale agenda. In fact, just last week, Starbucks was named one of Fortune's Most Admired Companies for the 18th consecutive year.

這些證據清楚地證明，星巴克品牌不僅強大，而且通過我們的規模增長議程的重點和紀律，它正在變得更強大。事實上，就在上週，星巴克連續18年被評為《財富》最受讚賞的公司之一。

注意：原文下劃線部分為答案出處

「金融重點詞彙解析」

1. Brand Stature :品牌形象。品牌形象，大則可以分為硬形象和軟形象，硬形象是我們能看到的logo圖形、slogan、風格形象，其中包括各類廣告圖片、櫥窗展示、語音口號、形象代言等。軟形象，是企業文化願景之類，是企業的靈魂所在。

2. Brand Loyalty: 品牌忠誠度。品牌忠誠度，是指用戶或消費者對品牌的依賴程度。依賴涉及到三個維度，即時間、數量和品種。時間依賴是消費者在更長時間連續使用該產品，而不換其他品牌；數量依賴是消費者在相同的時間內願意更多的使用該品牌，加大使用次數和用量；品種依賴就是消費者因為使用了一個品類產品，而產生了‘’愛屋及烏‘’效果。