论SNS网站本土化发展的意义及策略

ON THE SIGNIFICANCE AND STRATEGIES OF LOCALIZATION OF SNS WEBSITES

SNS网站是来自美国的"舶来品",其本质是为用户建立社会化网络、维系人际关系的工具。国人迅速复制,在国内掀起一拨又一拨SNS浪潮,影响虽大,成果却有限。国外网站进入中国遭遇水土不服,已经成为互联网界的普遍现象。说到底,跨文化差异造成的冲突是根本原因。从本土化文化研究、本土话语研究和本土受众研究三个方面可以论证SNS网站本土化的价值意义。

SNS websites,originating from the U.S,aim to establish social network and maintain personal relationship for the users.Their instant copies in China are influential but not very productive,since it is always hard for foreign websites to get acclimatized when they come to China.The fundamental reason lies in cross-cultural differences.This paper tries to discuss the value and significance of localization of SNS websites from the perspectives of local culture,local discourse and local audience.