职称英语综合类考试教材概况大意重点文章及译文（1）

 　　The Making of a Success Story

　　1 IKEA is the world's largest furniture retailer, and man behind it is Ingvar Kamprad, one of the world's most successful entrepreneurs . Born in Sweden in 1926 , Kamprad was a natural businessman. As a child , he enjoyed selling things and made small profits from selling matches ,seeds ,and pencils in his community .When Kamprad was 17, his father gave him some money as a reward for his good grades .Naturally he used it to start up a business-IKEA.

　　2 IKEA's name comes from Kamprad's initials (I.K.)and the place where he grew up (`E` and `A`). Today IKEA is known for its modern , minimalist furniture , but it was not a furniture company in the beginning .Rather, IKEA sold all kind of miscellaneous goods ,Kamprad's ware included anything that he could sell for profits at discounted prices ,including watches ,pens and stockings .

　　3 IKEA first began to sell furniture through a mail-order catalogue in 1947. The furniture was all designed and made by manufacturers near Kamprad's home. Initial sales were very encouraging , so Kamprad expanded the product line . Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951.

　　4 In 1953 IKEA opend its first showroom in Almhult ,Sweden. IKEA is known today for its spacious stores with furniture in attractive settings ,but in the early 1950s ,people ordered from catalogues ,Thus response to the first showroom was overwhelming:people loved being able to see and try the furniture before buying it . This led to increased sales and the company continued to thrive .By 1955, IKEA was designing all its own furniture .

　　5 In 1956 Kamprad saw a man disassembling a table to make it easier to transport . Kamprad was inspired .The man had given him a great idea :flat packaging . Flat packaging would mean lower shipping costs for IKEA and lower prices for customers .IKEA tried it and sales soared . The problem was that people had to assemble furniture themselves ,but over time ,evem this grew into an advantage for IKEA . Nowadays ,IKEA is often seen as having connotations of self-sufficiency .This image has done wonders for the company ,leading to better sales and continued expansion.

　　6 Today there are over 200 stores in 32 countries .Amazingly ,Ingvar Kamprad has managed to keep IKEA a privately-help company .In 2004 he was named the world's richest man , He currently lives in Switzerland and is retied from the day-to-day operations of IKEA. IKEA itself , though ,just keeps on growing.

　　1.Paragraph 2 ____.

　　2.Paragraph 3 ____.

　　3.Paragraph 4 ____.

　　4.Paragraph 5 ____.

　　A.Ingvar Kamprad – a born businessman

　　B.Success brought by the introduction of showrooms

　　C.The origin of IKEA

　　D.Specialization in selling furniture

　　E.Flat packaging – a feature of IKEA

　　F.World-wide expansion of IKEA

　　5. Even when he was only a child, ____.

　　6. ____, and years later became a big company specialized in manufacturing and selling of furniture.

　　7. Customers liked the idea of IKEA’s showrooms because ____.

　　8. As flat packaging saves money for both IKEA and the customers, ____.

　　A.IKEA began as a small store selling all kinds of cheap things.

　　B.it is highly welcomed by both

　　C.Ingvar Kamprad showed interest in and talent for doing business.

　　D.he lives happily in retirement

　　E.here they can see and try the furniture they are going to buy.

　　F.Ingvar successfully manages the company all by himself

　　答案与题解：

　　1.C第二段介绍了 IKEA这个店名的来源以及它刚开始的时候是一家什么样的小杂货店。

　　2.D第三段讲了 IKEA通过邮购方式销售自己设计、自己制造的家具，业绩喜人，从而扩大生 产线，专事家具产销。

　　3.B 1953年IKEA引入展示厅的做法得到很好的反响，销售大大增加。

　　4.E Kamprad从别人拆卸家具中得到启发，于是试行销售平板包装的家具，既利己又利人，并使独立自行成为IKEA的一个特色。

　　5.C时间状语从句告诉我们这里要讲的是Ingvar小时候的事情，文章的第一段就说了他从小 就会做买卖。

　　6.A这句话的后半句说IKEA几年以后才变成一家专营家具的公司，前半句很可能讲它的前 身是什么。

　　7.E这句的主句讲了顾客们喜欢IKEA的展示厅，从句用because引导，很清楚要求给出原因。

　　8.B这句先给了原因，即平板包装对双方来说都省钱，那么结果便是双方都欢迎。

　　译文：发迹史

　　宜家(IKEA)是世界上最大的家具零售商。它的幕后经营者是Ingvar Kampmd,可谓世界上最成功的企业家之一。Kampmd 1926年生于瑞典，天生就有做商人的资质。还是个孩子时，他就喜好卖东西，并在社区中通过售卖火柴、种子和铅笔赚了些小钱。Kampmd 17岁时，他父亲给了他一些钱作为考试成绩优秀的奖励。当然了，他用这笔钱做了生意，成立了宜家。

　　宜家这个名字取自Kampmd全名的首字母(I.K.)和他成长地名称的缩写(“E” “A”)。如 今宜家以其现代、风格简约的家具而闻名，然而发家时它却不是一个家具公司。那时，它出售的商品五花八门。Kampmd销售任何可以打折低价出售并盈利的物件，包括手表、钢笔和长袜。宜家最初在1947年通过邮寄产品目录来出售家具。这些家具都是由Kampmd家附近的生产商设计和制造的。起初的销售额非常喜人，所以Kamprad扩大了生产线。因为家具销售成为宜家非 常重要的一个生意份额，宜家于1951年成为了专营家具公司。

　　1953年，宜家在瑞典的Almhult开立了第一家展示厅。今天宜家因其店面的大空间和家具的引人摆设而闻名，但在20世纪50年代初的时候，人们只是通过产品目录订购。所以宜家的首间 展厅备受瞩目，因为人们十分乐意能够在购买之前亲眼看到并试用这些家具。这样的销售模式促进了销售额的增长，使得公司继续茁壮成长。截至1955.年，宜家已开始独立地设计其所有的家 具。

　　1956年,Kamprad看到有一个人通过拆解桌子来方便装运，从而受到启发。这个人让他灵光 一闪，想出了平板包装的点子。平板包装对宜家意味着更低的货运费以及对客户而言更低的售价。 宜家如此示范，销售额因此一路飙升。虽然顾客自己拼装家具有些麻烦，但是时间一长，这样的 亲手操作倒成了宜家的强项。现今，宜家被视为有独立自行的风格。这样的形象为公司在销售额 和经营规模上带来了奇迹般的效果。

　　今天宜家在32个国家开有超过200家分店。令人惊叹的是，Ingvar Kamprad设法将宜家保持为一家私有企业。2004年，他被冠名为世界上最富有的人。他如今住在瑞士，已脱离了宜家的日常经营。而宜家将继续成长。