2015考研英语阅读移动营销

　　Mobile marketing

　　移动营销

　　Square deal

　　方寸之间的营销

　　After many false starts, QR codes are finally taking off.

　　在沉寂多年后，QR码最终开始成功。

　　EREAL boxes are, by and large, poor works of literature. Yet many people sit at breakfastreading them over and over again.

　　早餐麦片包装盒上的文字说明，一般情况下不会文采飞扬，但还是有很多人会在吃早餐时看上一遍又一遍。

　　Last year Kellogg s realised it could make its packets more entertaining-and guessed thatpeople also had their phones to hand .

　　直到去年，麦片品牌凯乐格才意识到，因为多数人有这种习惯，所以他们产品的包装盒应该变得更有趣。同时，他们推测，人们在吃早餐时，往往不是边吃边与家人聊天，而是随手拿着自己的手机玩。

　　The cornflake-maker put 2D codes, better known as QR codes, on itsCrunchy Nut boxes in America.

　　基于此，凯乐格在其在美国出售的Crunchy Nut麦片的包装盒上加上了二维码，或称QR码。

　　When scanned, these took cereal-munchers to a video of dawn in, say, Washington state.

　　人们扫描该产品包装盒上的QR码后，程序将自动播放据说是华盛顿州的黎明景象。

　　The idea was to push cereal as an all-day snack: It s morning somewhere.

　　这个创意的口号是 处处是黎明，时时可享用 ，旨在将以前仅作为早餐食用的麦片打造成全天可享用的小吃。

　　QR codes-squares of black-and-white patterns-have much to recommend them.

　　QR码是一组在正方形平面上分布的黑白相间的图案，优越性很高。

　　They store far more information than plain, old bar codes.

　　比起以前常见的条形码，QR码数据容量更大。

　　For example, they can fit in web addresses and logos.

　　例如，它可以记录网址或徽标。

　　And they are cheap. They have been popular in Japan for years, but elsewhere have for awhile been touted as the next big thing.

　　同时，QR码成本较低。近年来，QR码在日本被广泛应用，但在其他地方还有待推广。

　　Over the past year, QR codes have quietly slipped into the marketing mainstream.

　　过去一年中，QR码悄然进入主流市场。

　　Three-quarters of American online retailers surveyed by Forrester, a research firm, usethem. In April nearly 20% of smartphone users in America scanned one, up from 14% in Maylast year .

　　根据弗雷斯特研究公司对四分之三美国网络零售商的调查显示，今年四月，美国20%的智能手机用户用手机扫描了QR码，而去年五月这个比例为14%。

　　According to comScore, another research company, more than two-thirds of Americans andEuropeans who scan QR codes do so in order to obtain information about a product.

　　根据另一家研究公司comScore的数据显示，在扫描QR码的美国人和欧洲人中，有三分之二是为了获取产品信息。

　　Japanese smartphone-owners, by contrast, are most likely to download a discount couponor a special offer .

　　相比之下，日本手机用户扫描QR码，更多的是为了下载打折券或特价优惠。

　　Scanlife, a provider of QR code services, saw the number of unique users scanning codesthrough its system triple in the year to March.

　　二维码提供商Scanlife发现，截止今年三月，使用他们的系统扫描QR码用户增长了两倍之多。

　　One reason for the rise is the proliferation of smartphones with high-quality cameras and thecorresponding decline in data charges.

　　他们表示，一个原因是持有高质量摄像头的智能手机的人数激增，同时，手机上网数据流量的价格降低。

　　It also took time for people to realise why advertisements contained mutant crosswords.

　　另一个原因就是经过一段时间的推广后，人们开始接受广告中出现的与纵横字谜有些相像的QR码。

　　And perhaps most important, marketers have only now worked out how best to use QRcodes. Simply sending customers to the company website is not enough, says Melissa Parrish,an analyst at Forrester.

　　最重要的原因是，市场营销公司目前想出了充分利用QR码进行营销的办法。弗雷斯特研究公司分析师梅利莎帕里什表示，现在仅仅向消费者提供本公司的网址是不够的。

　　In-store promotions are catching on. Coupons are always popular. Real-world treasure huntshave also been successful.

　　店内促销开始兴起，优惠券营销始终流行，类似于 真实寻宝 的营销也已获得成功。

　　For marketers, QR codes bridge the gap between offline and online worlds.

　　在市场营销人员看来，QR码可以连接网络与现实世界。

　　Customers who use them are, in effect, asking to be told more about the company. Thesuccess of a campaign is easy to measure by the number of scans.

　　实际上，通过扫描QR码，消费者希望更多地了解提供产品的公司;而通过QR码被扫描的次数，公司也可以很容易了解到其营销活动是否成功。

　　Expect to see a lot more of those funny little black-and-white patches.

　　未来，我们希望这些有趣的、黑白图案相间的QR码越来越多。