【中文标题】中国的网络痴迷
【原文标题】China's Internet Obsession
【登载媒体】Harvard Business Review
【来源地址】http://blogs.hbr.org/cs/2010/02/chinas_internet_obsession.html
【翻译人员】Zhongdong_Wang
【翻译方式】天然智能生物人类手工翻译
【网站声明】本翻译供Anti-CNN使用，未经AC或译者许可，不得转载。
【库文链接】http://bbs.m4.cn/thread-225442-1-2.html
【译文内容】
中国的网络热潮
2010年2月24日星期三下午1点51分
马思默和安宏宇撰稿
真不知道，谷歌现在退出中国，放弃了一个多重要的市场！中国官方域名注册和研究机构“中国互联网络信息中心”上个月发布消息称，截至2009年底，中国互联网用户数量达到了3亿8千4百万，远远超过了美国的总人口数量。比2008年增加了大约50%。而且去年，中国手机供应商开始大范围提供3G服务，所以有2亿3千3百万中国人使用手提设备访问网络。
中国人痴迷于互联网。根据我们2009年做出的一项调查，中国60个最大城市中，人们花费70%的空闲时间在互联网上。在较小的城镇，相应的数字为50%。个人电脑正在迅速取代电视机成为人们的娱乐中心，人们常常为谁可以上网多少时间而情绪高涨。在中国西北部一个小城市里，一位男士告诉我们，为了使用电脑而产生的家庭争执已经到了不可开交的地步，以至于他妻子和他决定花费一大笔钱再买一台机器，否则他们就向法院提出离婚。最后他们买了第二台电脑，从而拯救了他们的婚姻。
在中国，人们使用互联网更多地是为了娱乐，打网络游戏、发信息、下载音乐和电影、购物，尽管也用于工作，但并没有那么频繁。中国人根据网络销售产品评审人的建议配置货存。在年龄18岁到44岁的消费者当中，有五分之一是首先通过互联网搜索才决定是否购买产品的。他们通常在淘宝之类竞拍网站在线购物，使用由邮局收取小额回扣方式出售的淘宝卡支付商品或者服务费用。中国的电子商务量去年翻了一倍以上。
无论是中国人还是面向客户的外国公司都在互联网市场销售中大量投入资金，这一点也不奇怪。网络广告宣传一年间增加了20%到30%，是传统印刷发行的媒体增长率的两倍，去年市场销售规模达到30亿美元（200亿人民币）左右。
创建微型网站和筹划网络服务项目的公司发现，中国客户对发表评论贴、挂载图片和视频文件反应热烈。像诺基亚，就和一家以视频为主要内容的主流网站“优酷”合伙筹建了一个网络音乐会，并与另一家网络视频网站“土豆”联合，进行一项网络测验，参加者会有机会获得1百万元人民币的奖励。在这些网络活动中，成百万的用户，都是通过诺基亚手提设备访问那些内容。几星期前，雀巢公司与“优酷”和“开心”社交网站联合，发起了一次网络雀巢咖啡活动。这家瑞士跨国公司展示了一段办公室职员在休息期间喝咖啡交谈的五分钟“咖啡男女”视频。
2008年5月四川地震后，市场营销人员都意识到了互联网在影响人们观念上的作用。对捐款人是慷慨还是吝啬的赞誉或者贬损言论，大量充斥网络。事实上，王老吉凉草茶品牌，之所以全国出名，部分原因正是地震后它那标志性的网络口号：“捐款就捐一个亿，喝茶就喝王老吉”。
很多公司经常关注中国的网络交流贴，希望知道博客们怎样看待和评论他们的公司和产品，希望了解自己给人的印象是好还是坏，想从中获得信息知道怎样先发制人数小时内在博客圈扩大影响。他们借助“网络口碑公司（CIC）”、“中国网络联盟”、“大旗网”之类机构，追踪网络声音，与不满于公司服务的客户取得联系。不过，这种做法似乎有点争议；因为，一些机构由于散播虚假评论受到指责，不过很多机构表示他们遵循的是美国口碑营销协会的职业道德标准。外国公司则邀请有影响力的中国博主走访办事处和海外工厂，其他人则在网络公告板加入交谈进行辟谣，与此同时了解客户对公司的见解，处理相关问题。
互联网会使中国的客户市场发生翻天覆地的变化，我们不想讨论5千万中国人是否会很快停止使用所钟爱的谷歌搜索引擎。关注这些变化，从中获得数字化市场营销的启示，应该是我们在中国虎年的首要工作。守望这片天地。
马思默是麦肯锡公司大中华地区客户实践主管，安宏宇是该公司上海办事处的副主管。
China's Internet Obsession 1:51 PM Wednesday February 24, 2010
by Max Magni and Yuval Atsmon
Just how big (or small) a market would Google leave behind were it to pull out of China today? Last month, China Internet Network Information Center, the country's official domain registry and research organization, reported that by the end of 2009, the number of internet users in China had touched 384 million — more than the entire population of the United States. That's an increase of around 50% over 2008. Moreover, 233 million Chinese — twice as many as in the previous year — accessed the Net on handheld devices, partly because China's cellular providers started offering 3G services widely last year.
The Chinese are obsessed with the internet. People in the 60 largest cities in China spend around 70% of their leisure time on the internet, according to a survey we conducted in 2009. In smaller towns, the corresponding number is 50%. The PC is fast replacing the TV set as an entertainment hub, and emotions run high over who gets to log on and for how long. In a small city in northwest China, for instance, a man told (one of) us that domestic squabbles over using the PC got so out of hand that his wife and he discussed spending, for them, a large sum of money to buy another machine — or filing for divorce. They eventually bought a second PC and saved their marriage.
People in China use the Internet more for entertainment — playing online games, messaging, downloading music and movies, and shopping — than for work. The Chinese place great stock in the opinions of on-line product reviewers. One in five consumers between the ages of 18 and 44 won't purchase a product or service without first researching it on the internet. They shop online at auction websites such as Taobao, paying for products and services with prepaid Taobao cards that the post-offices sell for a small commission. The volume of e-commerce in China more than doubled last year.
Unsurprisingly, both Chinese and foreign consumer-facing companies are pouring money into internet marketing. Online advertising has been growing at between 20% and 30% a year — twice the print media's growth rate — and the market was around US $3 billion (RMB 20 billion) in size last year.
Companies that create micro-sites or stage online events usually find that consumers in China respond enthusiastically by posting comments, pictures, and videos. For instance, Nokia staged an online concert in partnership with Youku, a leading video content site, and tied up with Tudou, another online video site, to conduct a quiz that gave visitors a chance to win RMB 1 million. In both cases, millions of users accessed the content over Nokia handhelds. A few weeks ago, Nestle launched an online campaign for Nescafe coffee in association with Youku and Kaixin, a social networking site. The Swiss multinational is showcasing Camera Café, 5-minute videos of conversations between office workers on coffee breaks.
Marketers woke up to the internet's ability to influence opinion after the Sichuan earthquake in May 2008. A huge amount of buzz glorified big donors and crucified small ones. In fact, Wanglaoji, a herbal tea brand, became nationally known partly because of its post-quake online tag line: "If you want to donate, you donate RMB 100 million. If you want to drink, you drink Wanglaoji."
Many companies track online conversations in China constantly, asking: What are bloggers saying about our company and products? Are we generating positive buzz online? How can we preempt an attack that can spread throughout the blogosphere in hours? They use agencies like CIC, Chinese Web Union, and Daqi.com to track the buzz and to connect disgruntled customers with companies. This can be contentious; some agencies are accused of seeding fake comments, but many claim that they follow the U.S. Word of Mouth Marketing Association's code of ethics. Foreign companies invite influential Chinese bloggers to visit offices and plants overseas while others take part in conversations on bulletin boards to dispel rumors and address concerns even as they gather consumer insights.
Seismic changes are likely to take place in the Chinese consumer market because of the internet—and we aren't talking just about the fact that 50 million Chinese may soon have to stop using their favorite search engine, Google. Tracking these shifts and drawing the implications for digital marketing will be our priority in the Chinese year of the tiger. Watch this space.
Max Magni is the head of McKinsey & Company's consumer practice in Greater China, and Yuval Atsmon is an associate principal in the firm's Shanghai office.
翻译交流见8#
楼主你好，我又来了，呵呵。
上次交流了一下学到很多东西，可惜前一阵太忙了没什么空继续。现在我再试着看
Moreover, 233 million Chinese — twice as many as in the previous year — accessed the Net on handheld devices, partly because China's cellular providers started offering 3G services widely last year.
而且去年，中国手机供应商开始大范围提供3G服务，所以有2亿3千3百万中国人使用手提设备访问网络。
"twice as many as in the previous year"漏译了。另外，handheld devices可能翻译成掌上设备比较好，手提设备容易被认为是笔记本，这个词下文还有，我就不重复了。
and emotions run high over who gets to log on and for how long.
人们常常为谁可以上网多少时间而情绪高涨。
是不是用情绪"激动"比较好？高涨感觉正面的含义比较多，例如士气高涨什么的
In a small city in northwest China, for instance, a man told (one of) us that domestic squabbles over using the PC got so out of hand that his wife and he discussed spending, for them, a large sum of money to buy another machine — or filing for divorce.
一位男士告诉我们，为了使用电脑而产生的家庭争执已经到了不可开交的地步
加个"他家"为了使用电脑而产生的家庭争执已经到了不可开交的地步比较好，否则联系上文可能会被误以为这里是在说普遍情况
The Chinese place great stock in the opinions of on-line product reviewers.
中国人根据网络销售产品评审人的建议配置货存
这里place great stock应该是非常重视，而不是配置货存。这有两个包含此用法的链接：
http://news.google.com/newspapers?nid=1817&dat=19700629&id=K_4cAAAAIBAJ&sjid=HJwEAAAAIBAJ&pg=7375,5396974（看标题，可缩小）http://www.i2horoscope.com/21507 ... _of_the_Monkey.html（搜索place great stock
另外，评审人我觉得改成"评论者"比较好，reviewer并不是那么正式。
Unsurprisingly, both Chinese and foreign consumer-facing companies are pouring money into internet marketing.
无论是中国人还是面向客户的外国公司都在互联网市场销售中大量投入资金，这一点也不奇怪
这里我觉得Chinese和foreign是并列的，都是指consumer-facing companies，不应该弄成中国人和外国公司。可以考虑改成"面向客户的中外公司"
For instance, Nokia staged an online concert in partnership with Youku, a leading video content site,
像诺基亚，就和一家以视频为主要内容的主流网站“优酷”合伙筹建了一个网络音乐会
优酷的描述改成"主流视频网站"比较简洁一些，这里主要的意思是视频，而不是主流。另外，"筹建"不如"筹办"。
A few weeks ago, Nestle launched an online campaign for Nescafe coffee in association with Youku and Kaixin, a social networking site.
几星期前，雀巢公司与“优酷”和“开心”社交网站联合，发起了一次网络雀巢咖啡活动。
可以把"活动"改成"宣传活动"，突出一下主要是宣传，不过问题不大
and we aren't talking just about the fact that 50 million Chinese may soon have to stop using their favorite search engine, Google.0
我们不想讨论5千万中国人是否会很快停止使用所钟爱的谷歌搜索引擎
这里好像意思是"不只是在说"，而不是不想讨论。
Watch this space.
守望这片天地。
这里好像应该是"请密切关注"的意思，参考：http://www.phrases.org.uk/bulletin_board/24/messages/207.html
最后，我在搜索的时候发现有人也另外译了这篇，可以作为参考：http://hi.baidu.com/sxg505/blog/ ... 19074af31fe76e.html
HgHg 发表于 2010-4-10 09:31  |
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