企业的信誉与收益

 　　(CNN) -- Today's world increasingly challenges us to think differently about value and money. How important is your reputation? Does it have an impact on your finances? What is the currency of reputation and is it transferable or exchangeable?

　　来源：CNN--当今的世界不断驱使我们思考价值与金钱对我们的重要性。个人声誉有多重要？对于资金到底有多大影响？名誉的通行证是什么？还有，那是可以转移的还是可以兑换的？

　　企业的信誉与收益

　　How is reputation created?

　　信誉如何建立？

　　Reputation is co-created by individuals having experiences. You've probably even shared your own experiences with something you enjoyed or warned others about a less-than-positive experience. Your FICO score in the United States measures your credit risk, which is really credit reputation, based on your behavior.

　　信誉是由拥有不同经历的人共同创造的。也许你在你所喜欢的事情中运用到你的经验，或者提醒别人一个经验稍缺的事情。美国的FICO信用记录将会衡量你的信用分值，这就是真正意义上根据你的行为而测量的个人信誉记录了。

　　FICO：FICO信用分是由美国个人消费信用评估公司开发出的一种个人信用评级法，已经得到社会广泛接受。FICO信用分计算的基本思想上把借款人过去的信用历史资料与数据库中的全体借款人的信用习惯相比较，检查借款人的发展趋势跟经常违约、随意透支、甚至申请破产等各种陷入财务困境的借款人的发展趋势是否相似。美国各种信用分的计算方法中，FICO信用分的正确性最高。

　　Reputation is crucial for the new economics of the 'Sharing Economy'

　　信誉在"分享型经济"中是至关重要的因素。

　　Reputation is a requirement of the sharing economy. For Airbnb hosts and Uber and Lyft drivers, positive ratings are paramount¹ to their success. It might seem crazy to stay at a stranger's house, but on Airbnb host reviews facilitate trust among strangers. Your AirBnB, Yelp² and eBay reviews have immense values outside their immediate³ platforms. Even though these reputation systems have been created for the specific company -- imagine how powerful it would be to have your reputation in one place.

　　信誉保证是分享型经济的需要。无论对于Airbnb的主人还是对于Uber或Lyft的驾驶员来说，业界正面的评价是他们成功的至关因素。也许你会觉得在陌生人家居住是一件不可思议的事情，但是旅客对Airbnb的信赖却是毋庸置疑的。Airbnb, Yelp和eBay的售后反馈对他们的名声有极大的价值作用。即使这些声誉评价系统只为某个特定的公司而设——请想想它是多么的强大甚至能把你纳入评价范围内。

　　paramount: 最重要的，至高无上的。be paramount to: 对……至关重要

　　Airbnb: Airbnb是AirBed and Breakfast ("Air-b-n-b")的缩写,中文名：空中食宿。空中食宿是一家联系旅游人士和家有空房出租的房主的服务型网站，它可以为用户提供各式各样的住宿信息。Airbnb成立于2008年8月，总部设在美国加州旧金山市。Airbnb是一个旅行房屋租赁社区，用户可通过网络或手机应用程序发布、搜索度假房屋租赁信息并完成在线预定程序。

　　Uber，Lyft：美国的打车手机应用。

　　Yelp：美国最大的点评网站。

　　eBay: eBay（EBAY，中文电子湾、亿贝、易贝）是一个管理可让全球民众上网买卖物品的线上拍卖及购物网站。ebay于1995年9月4日由Pierre Omidyar以Auctionweb的名称创立于加利福尼亚州圣荷西。人们可以在ebay上通过网络出售商品。

　　Uber and Lyft are both independent operator ride-sharing platforms. Both companies facilitate the connection between driver and passenger. Drivers must be reviewed and approved before giving rides through their system. In a move to gain more drivers and compete with Lyft, Uber reportedly offered bonuses to tempt⁴ already-approved Lyft drivers to the Uber platform. In some cases, it was apparently⁵ easier for a new driver to go through the Lyft approval process and then switch companies, than it was to apply directly to Uber.

　　Uber 和Lyft 都是独立运营的驾乘共享平台。两所公司都配置乘客与驾驶员之间的联系载体。驾驶员在接载乘客之前，必须经过系统的审核通过。据报道，Uber为了在与Lyft的竞争中争取更多乘客，愿意给乘客额外的奖励以此吸引早已支持Lyft的乘客。在某些情况下，对于新驾驶员来说，比直接申请加入Uber更容易的事，就是通过Lyft的测试再投向其他的公司。

　　Reputation and the future

　　信誉与未来

　　Reputation will become an increasingly visible part of our everyday transactions. While we will create reputation on individual platforms, there will be an increasing demand for fluid exchange of reputation and ratings from one system to another. We'll see tools to aggregate⁶ your reputation in one place. We may even see reputation system APIs developed to enable the transfer of your reputation to new platforms.

　　信誉将会在我们每天的交流中充当越来越重要的角色。我们有可能在某个个人平台上建立自己的信誉，同时也会有在不同系统的相应增长的信誉和排名的流动交换。我们会发现这些工具在其标准下统计整合。甚至我们能够发现信用系统应用程序的发展，以致我们的信誉记录在不同的平台之间可以互相传递。

　　Picture this: four friends having dinner in a restaurant in the not-too-distant future. After the meal, they pay using a "Smart Check," using integrated mobile payments, credit cards and private coins. As part of the Smart Check experience, diners can rate their experience immediately -- everything from individual dishes, the service, and even the restaurant itself.

　　请想象一下这个情况：在不久将来，将会有四个朋友在一间餐馆里面共进晚餐。晚餐过后，他们使用"Smart Check"进行支付手续，这是一个移动支付平台，运用信用卡或私人货币等。这一顿晚餐作为Smart Check体验的一部分，就能够在其平台马上获得评价与升级——什么事情都可以，个人菜单，服务，甚至是餐馆都可以在这里得到反映。

　　Or how about this -- it's the year 2020 and a woman is searching for a motorcycle at an online classified site. As part of her search results, the seller's reputation is shown. This makes it easy to decide which seller to deal with.

　　又或者是这样，在2020年的一天，一位女士正在网上搜寻一辆摩托车。在她搜寻的范围内，卖家的信誉能够被看到。这样她就能够更容易地选择哪一家店了。

　　Beyond these scenarios⁷, expect to see more fluid exchange of reputation between their original systems -- akin⁸ to monetary⁹ exchanges. We'll see more of personal reputation integrated in person-to-person transactions, which will enable deeper transactions in the resource sharing economy.

　　除了这些情况下，再试想一下不同系统之间的信誉流动交换——类似于货币流通的情况。我们将会见证到与个人信誉度更密切相连的人与人之间的建议，使得分享型经济的资源交易越来越深刻。

1 paramount   

a.最重要的，最高权力的

参考例句：

• My paramount object is to save the Union and destroy slavery.我的最高目标是拯救美国，摧毁奴隶制度。
• Nitrogen is of paramount importance to life on earth.氮对地球上的生命至关重要。

2 yelp   

vi.狗吠

参考例句：

• The dog gave a yelp of pain.狗疼得叫了一声。
• The puppy a yelp when John stepped on her tail.当约翰踩到小狗的尾巴，小狗发出尖叫。

3 immediate   

adj.立即的；直接的，最接近的；紧靠的

参考例句：

• His immediate neighbours felt it their duty to call.他的近邻认为他们有责任去拜访。
• We declared ourselves for the immediate convocation of the meeting.我们主张立即召开这个会议。

4 tempt   

vt.引诱，勾引，吸引，引起…的兴趣

参考例句：

• Nothing could tempt him to such a course of action.什么都不能诱使他去那样做。
• The fact that she had become wealthy did not tempt her to alter her frugal way of life.她有钱了，可这丝毫没能让她改变节俭的生活习惯。

5 apparently   

adv.显然地；表面上，似乎

参考例句：

• An apparently blind alley leads suddenly into an open space.山穷水尽，豁然开朗。
• He was apparently much surprised at the news.他对那个消息显然感到十分惊异。

6 aggregate   

adj.总计的，集合的；n.总数；v.合计；集合

参考例句：

• The football team had a low goal aggregate last season.这支足球队上个赛季的进球总数很少。
• The money collected will aggregate a thousand dollars.进帐总额将达一千美元。

7 scenarios   

n.[意]情节；剧本；事态；脚本

参考例句：

• Further, graphite cores may be safer than non-graphite cores under some accident scenarios. 再者，根据一些事故解说，石墨堆芯可比非石墨堆芯更安全一些。 来自英汉非文学 - 环境法 - 环境法
• Again, scenarios should make it clear which modes are acceptable to users in various contexts. 同样，我们可以运用场景剧本来搞清楚在不同情境下哪些模式可被用户接受。 来自About Face 3交互设计精髓

8 akin   

adj.同族的，类似的

参考例句：

• She painted flowers and birds pictures akin to those of earlier feminine painters.她画一些同早期女画家类似的花鸟画。
• Listening to his life story is akin to reading a good adventure novel.听他的人生故事犹如阅读一本精彩的冒险小说。

9 monetary   

adj.货币的，钱的；通货的；金融的；财政的

参考例句：

• The monetary system of some countries used to be based on gold.过去有些国家的货币制度是金本位制的。
• Education in the wilderness is not a matter of monetary means.荒凉地区的教育不是钱财问题。