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1、研究生英语精读教程(第三版上),中国人民大学出版社,Unit Ten,Digital Revolution: How the Korean Group Became a Global Champion,1. Text,2. Exercises,3. Supplementary Reading,Digital Revolution: How the Korean Group Became a Global Champion,Translation,Menu,Menu,Translation,1 When the Industrial Design Society of America gathe
2、red in June for its annual award ceremonythe Oscars of the industrial design worldone company won more prizes than any other.,2 Samsung Electronics, the South Korean manufacturer, received gold medals for a “revolutionary” portable printer and an “elegant*” flat-screen monitor. Two Samsung fiat-scre
3、en TVs and a microwave oven won silvers.,elegant adj. having the quality of grace, beauty and fashion 文雅的，高雅的,Translation,Menu,3 With a market capitalization* of $57bn (47bn, 32bn)and net profits of $5. 2bn, Samsung has emerged over the past few years as one of the worlds most powerful and fastest-g
4、rowing technology companies.,capitalization n. all the wealth used in business 资本总额,Menu,The design accolades* show how its consumer electronics, once dismissed* as cheap imitations of more sophisticated Japanese products, have come to be among the most innovative and desirable on the market.,accola
5、de n. strong praise and approval 嘉奖，赞美 dismiss v. to put away from ones mind; treat as not serious 不予考虑；轻视,Menu,But the company is more than a maker of sought-after high-street goods*, it is also the worlds largest producer of two of the main components used in digital devicesliquid crystal displays
6、* (LCDs)4 and memory chips*.,sought-after high-street goods 主流热卖商品 liquid crystal displays(LCDs) 液晶显示器 chip n. a small piece of sth. 碎片，芯片,Translation,Menu,4 Executives at Samsungs headquarters overlooking 600-year-old Namdaemun Gateonce the main entrance to central Seoulbelieve the groups combinati
7、on of businesses will allow it to benefit as the world shifts away from analogue* technologywhich was dominated by Japanese and western companies and embraces* digital products.,Translation,analogue n. sth. that is like or that may be compared with sth. else; analogue technology 相似物，类似物；模拟技术 embrace
8、 v. to take or hold in the arms as a sign of love; make use or take willingly 拥抱，利用,Menu,5 Samsungs earnings have allowed it to invest more in its production facilities than most rivals, fuelling rapid growth in capacity and efficiency. The company has made Won* l5, 680bn($13.6bn, 11.3bn, 7.7bn)of c
9、apital expenditure in the past two years and plans a further Won 8, 940bn this year. But Samsungs expansion is not without risks. Competition is intensifying, with Japanese and western technology companies fighting back, Taiwanese and other Korean companies racing to catch up and rivals emerging in
10、China.,Won 韩元,Translation,Menu,6 The 1997 Asian financial crisis exposed the weaknesses in the countrys corporate sector*. In response, Samsung cut its workforce by one-third, sold off unviable* businesses and slashed* debts.,corporate sector工商企业界 unviable adj. unable to continue to exist as a livin
11、g thing 无法独立生存的 slash v. to reduce steeply 削减,Translation,Menu,7 “Our history was based on manufacturing volume and market share, not profitability and technology,” says Eric Kim, executive vice-president of marketing. “Left to our own devices*, we would not have made such a fundamental shift but th
12、e IMF crisis* forced our hand. We realised we could no longer compete on price at the low end of the market. We had to improve our brand, design and technology.”,leave sb. to his own devices: not to control the activities of sb. 让某人自行去 IMF Crisis 亚洲金融危机 IMF=International Monetary Fund 国际货币基金组织,Trans
13、lation,Menu,8 Mr. Kim recalls the scepticism* inside and outside the company about Samsungs ability to execute* such a transformation. But today the company sits near the top end of every market in which it competes, with its reputation for technical innovation and trend-setting* design.,scepticism
14、n. a doubting state of the mind 怀疑 execute v. to carry out; perform or do completely 实现，完成 trending-setting: starting or popularizing the latest fashion 引领潮流,Translation,Menu,9 Mr. Kim says the timing of Samsungs restructuring was crucial. It came as the technology industry was expanding rapidly in
15、the late 1990s. At the time, Samsung seemed to be missing the party*.,miss the party: 没有赶上，错过了高潮部分,Menu,In fact, it was busy making the aggressive cost cuts and difficult strategic choices its competitors would face a couple of years later when the technology sector crashed. This helps to explain wh
16、y Samsung has grown so rapidly over the past four years while many of its rivals have, until recently, been retrenching*.,retrench v. to arrange to lessen ones spending 减少，节省,Translation,Menu,10 Samsungs turnround also came as digital technology started to replace analogue. This opened the way for a range of new consumer goods, such as MP3 players and DVDs, and more sophisticated versions of existing goods, such as TVs and mobile phones. In addition, it promised huge markets for components suc
