川菜名企本土化过程中的负语用迁移现象研究

On Negative Pragmatic Transfer in the Localization of Sichuan Cuisine Enterprises

本土化问题是川菜企业对外扩张过程中亟需解决的一大难题。在此过程中,川菜名牌企业应正确的看待出现的负语用迁移现象,正视其负面影响,利用其正面影响,减少或避免川菜企业的语用失误,促进川菜企业的本土化、标准化、规模化和国际化发展。

Localization is a big challenge that Sichuan cuisine enterprises are confronted with when they expand both at home and abroad. In the process,Sichuan Cuisine enterprises should deal with negative pragmatic transfers properly. This paper tends to discuss negative pragmatic transfer in the process of the localization,standardization,scale development and internationalization of Sichuan cuisine enterprises. It is suggested that the enterprises should face up to negative points,take advantage of positive ones in order to reduce or avoid Sichuan Cuisine Enterprises’ pragmatic failures.