4Es标准下跨境电商英文网页语用失误及优化研究——以阿里巴巴国际站安徽企业为例

Pragmatic Failures and Optimization of English Web Pages of Cross-Border E-Commerce Companies under 4Es Standards: Taking Anhui Companies on the Alibaba International Platform as Examples

以安徽跨境电商在阿里巴巴国际站的英文网页为研究对象,以语用失误和商务翻译4Es标准为理论框架,分析了安徽跨境电商英文网页语用语言失误和社交语用失误的具体表现,对中西方电商网页的语言和文化差异进行了比较,从语义、文体、文化以及商务功效的对等4个方面提出了跨境电商英文网页的优化策略,以期完善商务语用学研究,促进跨文化商务沟通。

This study taking English web pages of Anhui cross-border e-commerce companies on Alibaba International Station as the research object, with the pragmatic failure and the 4Es standard in business translation as the theoretical framework, analyzes specific manifestations of pragmalingustic errors and sociopragmatic errors, compares linguistic and cultural differences between Chinese and Western e-commerce web pages, and proposes optimization strategies for web pages of cross-border e-commerce companies from four aspects of semantics, style, culture and business equivalence, with a view to improve business pragmatics research and promote cross-cultural business communication.