企業管理研究翻譯範例

聯外交通改變對零售場域內部動線及消費者行為之影響
摘要文案

       設立商場與商店的地點，經常與交通便利有緊密關聯。因為交通便利就可以帶來人潮，有了人潮就可以帶來錢潮。此篇論文研究聯外交通改變對零售場域內部動線及消費者行為之影響。而對於此篇論文摘要，專業翻譯師能使用正確的商業或企業管理的專業用語，翻譯出維持原文內容意義的英文版摘要。

原文

本研究以T購物中心作為研究個案，T購物中心為一具備觀光及城市意象的代表性購物中心，此特性使T購物中心內集結了商務人士、消費者與觀光客，不同類型的消費者組合因此造就了T購物中心與其他百貨不同的形象定位。本研究擬了解聯外交通改變（捷運開通）後，前往T購物中心的消費者在人數、群體特性、移動路徑及購物行為上，是否與捷運未開通前有明顯不同，並且提出與捷運未開通前之比較報告。

主要研究方法採觀察法，記錄從不同入口進入T購物中心的消費者之移動路徑、購物行為，並做一比較。透過文獻探討，發現「便利性」對於零售商場的重要性舉足輕重，然而，過去研究大多為探討交通便利性如何影響商店選址以吸引消費者前往，卻少有分析當聯外交通方式改變後，對商店人潮與顧客類型轉變之影響，以及商店可以如何調整產品線來因應，而這即為本研究所欲探討的重點。

本研究發現，即使捷運開通導致消費者類型的轉變，然由於增加的消費者大多為青年族群，因此僅對於連接捷運口的B1F動線有顯著影響，而3F以上樓層的動線並無明顯不同。同時，本研究亦發現，由於捷運帶來的新增顧客並非原定目標客群，T購物中心在商品櫃位之陳設已朝向顧客分流安排，降低各群體間的互相影響。

關鍵詞: 聯外交通、零售商場、空間動線、消費行為

譯文

The researcher selects T Shopping Mall as the studied case. T Shopping Mall is representative of sightseeing and image of the city, which attracts (註一) different types of customers (註二), such as businessmen, ordinary consumers, and tourists and, therefore, contributes to a different image from those of the other department stores. The purpose of the study is to investigate (註三) whether there are any significant differences in the number and the types of the customers, internal route selection of the customers, and consumer behavior of the customers before and after the change in transit service (opening up the MRT line) and make a comparison of the differences before and after opening up the MRT line.

The main research method is observation by the researcher, who follows individuals entering T Shopping Mall from different entrances, tracks their behavior as well as route selection, and makes a comparison of what is observed. Through review of the literature, the researcher finds that convenience has critical influence on retail malls. However, the related studies in the past mostly investigate the effects of traffic convenience on selection of locations of shops for the sake of attraction to customers, but scarcely analyze what the study aims at exploring – the effects of a change in transit service on the number and the types of the customers, and how shops can adapt their product lines to a change in transit service (註四).

The major finding in the study is that even though opening up the MRT line changes the types of customers, it has a significant effect on route B1F, which is linked to the MRT entrance, instead of the other routes from the third floor up, due to the major increase in young customers. Meanwhile, the additional finding in the study is that T Shopping Mall has arranged the positions of commodity counters on the basis of the division of the customers (註五) so as to decrease the mutual effects among the groups of customers because the new customers are not the assumed target groups.

Keywords: transit service, retail, interior route, consumer behavior

註一：attract原來的意思為吸引，在此表示集結顧客的意思。

註二：customer原來的意思為顧客，在此也表示來店消費的人。

註三：The purpose of the study is to investigate…原來的意思為本研究目的為探究…。此句型常見於許多論文摘要。

註四：what the study aims at exploring – the effects…their product lines to a change in transit service.，先翻譯出原文段落末端的「本研究所欲探討的重點」what the study aims at exploring，再用破折號連接the effects…their product lines to a change in transit service (當聯外交通方式改變後，對商店人潮與顧客類型轉變之影響，以及商店可以如何調整產品線來因應)。

註五：the division of the customers原來的意思為顧客劃分，在此翻譯為顧客分流。

       就本篇論文摘要的結構而言，首先是前言部分與簡單敘述該研究的主要目的，再來就是簡單說明該論文之研究方法，最後則是簡要的說明該研究的發現與列出關鍵字詞。論文摘要必須以簡明扼要的方式來說明該論文的大意，使讀者可以快速瞭解該論文的研究重點。因為論文摘要屬於學術類文體，所以在翻譯論文摘要時，遣詞用字必須精準。而我們專業翻譯師可以將企業管理研究論文之原文摘要，翻譯成英文版的論文摘要，然後列出關鍵字詞的英文對應字詞，為的是讓更多外國讀者知道國內的企業管理研究情形。