【正文】The translation material is from Harvard Business Review in the April 2016 issue （pp.54–60， 62）， released by？Marshall W. Van Alstyne， Geoffrey G. Parker，？and？Sangeet Paul Choudary. The main content of this article is the same as his topic， about pipeline business strategy， platform business strategy， the advantages and disadvantages of two different strategies and models， and the impact on the current world business model.
　　The thesis is divided into four parts-introduction，translation case analysis， translation summary and its references， appendices and conclusion. The first part of the introduction mainly clarifies the reason for the topic selection， the reason for choosing the Report， etc..； the second part mainly describes the translation theory ；the third part mainly explains the key and difficult points in the translation process， the difficulties encountered in the translation process and their Solutions， etc.； the last part summarizes the full text， explaining the meaning or enlightenment of this translation project.
　　This translation report presents how to accurately and clearly translate the differences between pipelines and platform models， as well as the pros and cons， in order to help readers， especially domestic entrepreneurs， understand more clearly what factors will seriously affect the development of the industry， and then design It is in line with the company's development strategy to help the company develop vigorously， so that the company can reduce decision-making errors and improve management.
　　In this article， I will use two translation theories to translate. They are the principle of functional equivalence and the principle of semantic translation. I will use them to translate the source text reasonably and accurately， so that readers can understand the source text clearly.I often encounter many difficulties in the translation process， such as grammatical difficulties， the inability to accurately find the key parts of the sentence and cause confusion in the word order， etc. I will ask the teachers and classmates to solve these problems step by step through my own efforts.
　　1.introduction
　　This report describes the platform strategy model and pipeline strategy model that unite producers and consumers， which is also known as the five- forces model. In this new world， competition can emerge from seemingly unrelated industries and even from within the platform itself. The authors， three platform strategists， walk executives through the choices they must make when building platforms， outlining the different metrics needed to manage them. Businesses that fail to learn the new rules will struggle， they argue. When a platform enters the pure pipeline business market， the platform always wins.？At the same time， there will be related professional translation knowledge and translation methods in the report. I will use these methods to translate the original text and give examples to complete a professional translation report.
　　This translation report hopes that more domestic companies can clearly understand the difference between platforms and pipelines， why more and more established companies have gradually declined after the intervention of the platform， and why the platform model has been fully developed in just a few years ， this report will comprehensively explain the relevant factors， also the purpose of translating this report is to accurately and comprehensively convey the original information， so that more foreign readers can understand the deeper and more diversified links and new strategic rules between pipelines and platforms， and at the same time improve our commercial strength， To promote the common interests of cooperation among many countries， and help them develop rapidly in a realistic business environment.
　　2.Translation theories
　　Translation is indispensable in all walks of life， it is necessary to use translation to communicate and exchange with foreign countries， so that people who are fluent in different languages can exchange ideas through re-expression of the original text. Translation is to describe the information of source language in target language）， so that the final reader can clearly understand the original author's minds and get roughly the same feelings as the original author.
　　To better comprehend the theories of translation and enhance the level of translation， it is essential to know the theories of translation. We believe that there are three methods of translation， namely， communication， acceptability， and similarity. These three words can actually be called the three elements of translation. Meaning transference means that the original meaning is not lost. Acceptability ： like the target reader can fully and accurately understand the target text and whether the target text is understandable. Similarity： The translation should be similar to the original.
　　There are lots of translation theories， but Nida's translation theory is the earliest and most recognized， also the most influential Western translation theories of the time. His core theoretical idea is functional equivalence. “The so-called translation is the most relevant and natural translation in the target language. The information of the original language is reproduced by other languages， first of all meaning， and secondly the style（Nida & Taber， 1969）”. In this definition， We can be known that Nida emphasizes the main idea of “content is the main thing and form is the second” in translation. In the book “From one language to another： Functional equivalence in Bible Translation”， he made a lot of supplements to functional equivalence. First， he further defined “information”， describing that “information not only includes thought content， It also includes too many language forms”（Nida & Taber， 1969）. He believes that the “functional equivalence” requires not only the equivalence of information content， but also form equivalence as much as possible， which is the equivalence of readers' psychological reflections. Is this translation in the target reader's minds the same as the original in the original reader's minds？ The similar response is what Nida is concerned about.
　　Newmark. The main theoretical contribution of his “A textbook of translation” is his distinction between semantic translation and communicative translation and his careful distinction of text categories. Here is a brief overview of his theory. Generally speaking， arguments on translation usually unsuccessful in getting rid of the dual framework of literal translation and free translation. And this kind of thinking is based on the text and rarely considers the purpose of translation， the situation of the reader， and the category of the text. Newmark felt that the dualistic model bound the translator. So he created a pluralistic model. Among the eight methods， the last two， semantic translation and communicative translation， are the core.
　　The ultimate goal of semantic translation is to accurately say in the target language what the original author wants to express in the original text and within the scope of the language structure and semantics. Newmark believes that when the target language’s semantic and syntactic structure allows， the target text should reproduce the contextual meaning of the source text as accurately as possible. In semantic translation， the translator should be honest to the original author， comply with the source language culture， and explain only when the source text’s connotative meaning constitutes a barrier to understanding. Therefore， compared to semantic translation and communicative translation， the former is more complex and technical， and this translation report is conducted using semantic translation.
　　3 .Key and difficult points in the translation process
　　The general logic， when expressed in English， is different from that in Chinese. English has very complicated grammatical rules， and there are so many clauses with intricate structures that are hard to translate. In the Chinese expression mode， the topic is more prominent， which pays more attention to semantics.Because the source text has typical English language characteristics，The translator will encounter many logical problems in these sentences. In this chapter， all difficulties and challenges will be discussed and resolved under the ——Functional Equivalence and Semantic Translation.
　　Example 1： But in 2007， Apple was a weak， nonthreatening player surrounded by 800-pound gorillas.
　　The translation：但是在2007年，市场被其他强大的制造商们所占领，苹果公司只是一个弱小的，没有威胁的玩家。
　　In example 1， “But in 2007， Apple was a weak， nonthreatening player surrounded by 800-pound gorillas. ”但是在2007年，市场被其他强大的制造商们所占领，苹果公司只是一个弱小的，没有威胁的玩家。This sentence uses the free translation and functional equivalence to translate. If you translate the report directly， this sentence will become-in 2007， Apple was very weak， surrounded by 800-pound gorillas. A literal translation may let the text blunt， inanimate， and cannot accurately reflect the author’s meaning， which does not conform to Nida's translation principle——Functional Equivalence . Therefore， we have to understand the connotation of the report， and understand the deep meaning of the report， and we will know that the 800-pound gorilla refers to the strong competitors around， Therefore， mastering translation skills and theories and applying them proficiently can help readers better understand the meaning of the origin text..
　　Example 2： The final pattern， in which platforms that collect the same type of data that your firm does suddenly go after your market， is still emerging.
　　The translation： 最终那些与您的公司和您的市场收集相同类型数据的平台模式仍在兴起。
　　In example 2， The subject of this sentence is “pattern”， “is” is the predicate of the sentence， “emerging” is the object， “that” leads the attributive clause to modify “platform”， and “in which” leads the non-restrictive attributive clause to modify the front The subject of “pattern”There are three levels in a short sentence. We need to improve our ability to make correct judgments on these clauses so as to accurately translate the meaning expressed in the original text.
　　Example 3： And the perhaps counterintuitive bottom line， given how much we stress the importance of network effects， is that it’s usually wise to ensure the value of interactions for participants before focusing on volume.
　　The translation： 考虑到我们如此强调网络效应的重要性，一个可能有悖于直觉的底线是在专注于交易量之前，先确保参与者的互动价值，这才是明智的做法。
　　In example 3， In this sentence， the logic of “And the perhaps counterintuitive bottom line” and “given how much we stress the importance of network effects” are reversed and cannot be translated directly in order. You need to read through the context and understand the meaning of this paragraph. We are arranging to make the translation smooth.
　　Example 4： Similarly， data on how well a given ride matched a rider’s needs helps determine optimal pricing across the platform—another important spillover effect. 
　　The translation： 同样的，准确的给到驾驶员和乘车者需求的匹配程度的固定数据可以更好的帮助整个平台找到最佳定价，这是另一个重要的溢出效应。
　　In example 4， the purpose of the sentence is to illustrate the spillover effect in life. The logic and structure of the sentence are relatively complex. To directly illustrate the purpose of the sentence， semantic translation can be used.
　　Example 5： How can we explain the iphone’s rapid domination of its industry？ And how can we explain its competitors’ free fall？
　　The translation： 我们如何解释iPhone在其行业中的快速统治？以及我们如何解释其竞争对手对市场份额占有的快速下降？
　　In example 5 ， “Free fall” in this sentence means free fall. If it is literally translated as a company’s free fall experience， it would be bizarre， so that we can use the principle of Functional Equivalence， free fall means a rapid fall， which means that the market share of its competitors is declining rapidly.
　　4.Conclusion
　　The translation is a good conversion process from English to Chinese. During the translation process， the translator will encounter many new problems and unmet challenges： Complex long sentences， a large number of proper nouns and unfamiliar fixed collocation logic. Translators need to use the theoretical knowledge they have learned to accurately and fluently translate the source text， containing a large amount of professional knowledge accumulation and cognition of new words.
　　Although I used two translation principles to translate the source text， I am delighted with the translation results. I think this is the best text I can solve at this stage， there are still some shortcomings and limitations. Due to the lack of abilities of translators， During the translation process， there will be some undiscovered text meaning errors and grammatical errors， and the final translation effect is not the best. So we need to continuously improve the volume of words and reading level to make our translation skills reached a new level.
　　With the rapid development of the world economy， various companies in different fields are growing at an alarming rate. Learning to understand the new platform strategy is correct. The new platform strategy proposed in this report will affect any company that is developing or has not yet begun to develop. The translation of such reports requires some understanding of business management， a large number of relevant terms， and a rough study of the internal logic of platform strategies and pipeline strategies.I also hope that this translation can help and refer to the translation of articles about platform strategy in the future.