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Hot Property: Locating a Retail Business 实用商业大全（十一）：零售业的致胜优势（上）

课文朗读

课文讲解

繁體中文譯本

A retail business’s location is one of the main factors in determining whether that business will sink or swim. By and large, the location of a store will be determined by the kind of business it is.  地点是决定零售业生意兴衰的主要因素之一。一般而言，零售业的店面地点视其生意的种类而定。

Convenient goods stores are places where people shop regularly for consumable purchases. A high flow of customer traffic is paramount for convenient goods retailers. As such, these businesses should be situated where the traffic flow, both pedestrian and automobile, is already heavy.

便利商店是人们定期购买消耗性商品的地方。人潮多对便利商店来说最为重要。因此，这些商店应该开在行人和车辆流量本来就很大的地方。

Retail stories which sell higher-priced items, such as clothing and furniture, which are not bought with any great regularity, are called shopping goods stores. Customers usually take their time when buying shopping goods and they often like to compare. So, depending on the retailer’s line of business, it can often be an advantage to locate a shopping goods store within close proximity to its competitors.

销售较高价位商品的零售业称为购物型商店，例如衣服和家具这些非很常采买的商品。顾客购买购物型商品时，通常慢慢来，而且喜欢比价。因此，将购物型商店设在离竞争者很近的地方，通常是有利的，不过也视零售业的行业别而定。

Specialty goods shops selling high-priced, often brand-name, items tend to generate their own traffic. Customer patronage, however, can be facilitated if there are similar stores in the same locale.

精品专门店贩卖高价位且通常为名牌的商品，它往往会形成自己的人潮。然而，在同一个地点若有类似的商店，会使顾客更容易光顾。

A business may be on a par in terms of cost, reliability and good service with its rivals. But by taking into account customer shopping patterns and choosing the optimum location, there is a definite edge to be gained.

商店的商品价格、可靠性和服务质量与其它竞争对手有可能旗鼓相当，但是若将顾客消费模式及最佳地点的选择纳入考虑，必定能取得优势。

Vocabulary

单词发音

sink or swim (完全靠个人努力决定) 成功与否

by and large 总的说来; 大体上; 一般而论

convenient goods 便利品

consumable [kənˋsuməb!] n.（常复数）消耗品; adj. 可消费的；会用尽的

paramount [ˋpærə͵maʊnt] adj. 至高无上的﹐ 最重要的

pedestrian [pəˋdɛstrɪən] n. 步行者，行人

regularity [͵rɛgjəˋlærətɪ] n. 规则性，规律性，一致性

shopping goods  选购产品，选购品； 挑选性商品

proximity [prɑkˋsɪmətɪ] n.【正式】〔距离或时间的〕接近﹐ 临近; 邻近

specialty goods 特殊品； 特殊商品； 特种消费品

patronage [ˋpætrənɪdʒ] n.【美】〔对商店﹑餐馆等的〕惠顾﹐光顾

facilitate [fəˋsɪlə͵tet] v. 促进；帮助

locale [loˋkæl] n. 地点﹐现场

on a par 同等 on a level; in the same condition, circumstances, position, rank, etc

reliability [rɪ͵laɪəˋbɪlətɪ] n. 可信度, 可靠性, 可信赖性

take into account 斟酌, 考虑 to take into consideration; allow for

optimum [ˋɑptəməm] adj. 最理想的

Sentence of the Day

They've cornered the market.

他们已经掌控了市场。

corner the market  垄断市场

课文朗读

课文讲解

Broadly speaking, there are three types of locations for retail businesses: in a downtown area, in a freestanding store, and in a shopping center or mall.  广泛地来说，零售业的地点有三种型态：市中心、独立的店面、以及购物中心或购物商场。

A downtown location is usually easily accessible by public transport and can draw on a large population of workers for custom. However, changes in downtown areas, such as corporate office relocations, tend to be more dynamic and can quickly render once-bustling areas bare of potential clientele.

位于市中心的商店，大众交通工具通常容易到达，且能吸引大批上班族光顾。然而，市中心区的变动会太过于频繁，能使熙攘一时的地方在短时间内失去潜在的顾客，如企业办公室的搬迁。

Freestanding locations usually offer low overheads, ample parking and allow the proprietor to fix his own trading hours. On the other hand, starting up in a new area may involve extensive advertising in order to build and add to the customer base.

独立商店通常提供低成本经营、宽敞的停车位，及容许业主决定自己的营业时间。另一方面，在「新」的地点创业可能需要大量的广告，以建立和增加基本消费群。

Extensive research on attracting traffic and optimal layout is usually carried out before shopping centers and malls are built. But lessee retailers may have to pay for this indirectly in the form of higher costs, such as having to pay a percentage of part of their gross sales as part of their rent, and in terms of operating restrictions and regulations imposed by the center’s management.

有关吸引人潮和最佳外观的深入研究，通常在购物中心和商场建造前就完成了。但是零售业承租人可能必须以较高的费用间接支付这项研究的代价，如必须付出总销量中的部分比例作为租金；而这些租金以管理中心强制规定的营业限制与规则来换算。

The costs of relocating a business are often prohibitive. As such, choosing the right location from the start is possible one of the most sensible business decisions a prospective retailer can ever make.

迁移商店的成本通常是非常贵的。因此，在开业之初便选择正确的地点，可能是想创业的零售业者最明智的经营决策。

－by Colin Gread

Vocabulary

单词发音

freestanding [ˋfriˋstændɪŋ] adj. 独立式的; 非附属的; 自力撑持的

accessible [ækˋsɛsəb!] adj. 可（或易）进入的

draw on〔为某种目的〕利用﹐动用

custom [ˋkʌstəm] n.（顾客对商店等的）惠顾

dynamic [daɪˋnæmɪk] adj.【术语】不断移动的; 不断变化的

render [ˋrɛndɚ] v. 使得；造成

bustling [ˋbʌs!ɪŋ] adj. 繁忙的﹐热闹的

be bare of 缺乏, 没有…

clientele [͵klaɪənˋtɛl] n.〔定期光顾某商店﹑餐馆等的所有〕顾客﹐主顾

overhead [ˋovɚˋhɛd] n. 经常费用

ample [ˋæmp!] adj. 大量的，丰富的，充裕的

proprietor [prəˋpraɪətɚ] n. 所有人；业主，经营者

start up（使）开始运转；开始，着手

layout [ˋle͵aʊt] n. 安排；设计；布局

mall [mɔl] n.【尤美】购物中心﹐商场

lessee [lɛsˋi] n. 贷借人；承租人

gross sales  销售总额

impose [ɪmˋpoz] v. 施加；强加

prohibitive [prəˋhɪbɪtɪv] adj.（费用、价格等）过高的

prospective [prəˋspɛktɪv] adj. 有希望的,预期的,将来的

Sentence of the Day

They gained ground.

他们开始得势。

gain ground   取得进展