[00:00.00]The bud of inspiration for his phenomenal coffee business began growing in a 1983 visit to Milan, Italy.#
舒尔茨令人瞩目的咖啡生意的最初灵感源于 1983 年他对意大利米兰的造访。#
[00:09.66]Schultz conceived of a new American way of life in the coffee bars of Milan.#
在米兰的咖啡馆里，舒尔茨设想了一种新型的美国式生活方式。#
[00:16.66]He sought to recreate such forums for people in the US to start their days or visit with friends.#
他寻求在美国重现那种米兰式的交往平台，使人们能以那种方式开始新的一天或与朋友小聚。#
[00:25.77]In 1987, at the age of 34, Schultz organized a group of investors and purchased the company that had formerly employed him,#
1987 年，当舒尔茨 34 岁时，他组织了投资团队并购买下了他原先工作的公司，#
[00:37.12]the Starbucks Coffee Company in Seattle, which he restructured as the Starbucks Corporation.#
即西雅图的“星巴克咖啡公司”，将其重组为“星巴克集团”。#
[00:45.18]The public verdict was overwhelmingly positive.#
公众的反映出奇地好。#
[00:51.25]Schultz’s premium coffee bars were an instant success,#
舒尔茨创建的高端咖啡厅立即获得了成功，#
[00:56.05]acting as a stimulus of rapid growth and expansion not only for Starbucks but also for the coffee industry around the world.#
这刺激了星巴克乃至全球整个咖啡产业的迅速成长和发展。#
[01:05.29]In 1992, Starbucks became the first specialty coffee company to go public, affirming its magnitude and prospects.#
1992 年，星巴克成为第一家公开上市的特色咖啡经营公司，确证了公司的发展规模和前景。#
[01:16.29]Starbucks’first major venture outside of the northwestern part of the nation was Chicago,#
星巴克迈出美国西北部进行投资的第一站是在芝加哥。#
[01:24.01]where the company’s specialty sales division developed new business with department stores and established Starbucks coffee bars adjacent to the business sections in national bookstores.#
在那里，公司分管特色销售的部门开创了与百货商店联手以及在国家书店毗邻营业区的地方开设星巴克咖啡吧的经营新渠道。#
[01:38.20]Starbucks also formed a partnership with PepsiCo to create and distribute a new ready-to-drink coffee-based beverage,#
同时，星巴克还和百事可乐公司建立了伙伴关系，研发并销售一款即开即饮的新型咖啡饮品，#
[01:49.63]and entered into a licensing agreement with Kraft Foods.#
他们与卡夫食品公司也签订了一份许可协议。#
[01:54.05]As a company seeking to develop with a multilateral approach,#
作为一家寻求与多方进行合作而发展的企业，#
[01:58.90]Starbucks even developed a relationship with the music industry to sell Starbucks-tailored CDs of classical brass and orchestral music in the coffee bars.#
星巴克甚至与音乐产业合作，在咖啡吧里销售为星巴克量身定做的古典铜管乐及管弦乐激光唱片。#
[02:11.17]When Starbucks opened its first store in New York City, it was a homecoming for Schultz,#
星巴克在纽约开第一家分店对于舒尔茨来说是回归故里，#
[02:18.99]but he did not act like the head of the reigning royalty of coffee he had become.#
但他并没有摆出一副咖啡行业王者的姿态。#
[02:26.15]The New York Times commented,#
《纽约时报》评论说：#
[02:29.43]”The soft-spoken Mr.Schultz has barely a trace of a New York accent and a timid, almost apologetic manner.”#
“舒尔茨先生说话温和，几乎没有一丝纽约口音的痕迹，而且他举止腼腆，甚至谦卑。”
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