目的论视角下企业跨境电商平台对外宣传文本翻译策略研究

Research on the Translation Strategies of External Publicity Texts of Enterprise Cross-Border E-Commerce Platform from the Perspective of Skopos Theory

当今中国国内的跨境电子商务发展趋势比较良好,后疫情时代我国的对外贸易发展也需要跨境电子商务平台。目前,它已成为公司发展的有效途径,因此跨境电子商务平台中公司及其商品的英译质量就显得非常关键,其优劣直接影响到中国企业产品在海外推广的效果。目的论为跨境电商平台的英译工作提出了翻译规范,有助于达到为预期受众群体客户服务的目的。该文基于目的论视角,对Alibaba等跨境平台外宣文本的翻译进行研究,分别从跨境电商平台极为重要的两部分“关键词”和“企业简介”入手,探究翻译策略,并提出更正意见,以期达到更好的宣传效果。

The development trend of cross-border e-commerce in China today is relatively good.The development of China's foreign trade in the post-epidemic period also requires the cross-border e-commerce platform,which has become an effective way for company development.The quality of English translation is very critical,and its pros and cons directly affect the effect of Chinese enterprises'products in overseas promotion.Skopos theory proposes translation norms for the translation of cross-border e-commerce platforms,in order to help achieve the purpose of serving the targeted customers.Based on the Skopos theory,this article studies the translation strategies of foreign propaganda texts on cross-border platforms such as Alibaba.Starting from two extremely important parts of cross-border e-commerce platforms,namely keywords and enterprise introduction,the article explores the translation strategies and puts forward correction suggestions in order to achieve better promotional results.