【2018最新】营销视野下企业资料翻译-实用word范文 (2页)
企业宣传资料翻译
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排比antithesis A legendary Star. A Timeless Classic. My Fair Lady The CORDIA: Shaped by the wind; born for the road. The Milk Chocolate melts in your month… not in your hand. 头韵alliteration Choosy mothers choose Jiff. 尾韵rhyme Compact impact Fresh up with Seven-Up.
• 疑问句 • Is your data piling up? 您的资料是否堆积 如山？ • Have you driven a Ford lately? 您最近开过 福特车吗？ • Are you going grey too early? 您的乌发是 否过早变白？ • How can something so small be so smart? 体积虽小，功效惊人？
• 不论是夏季或是秋季展销会都吸引了英国 和国际上的高水准的2万家客户，他们踊跃 前来参观，是因为了解“顶尖”展销会将 为他们提供新颖有趣的产品。对客户来说， 这是一个重要的能使他们在竞争中处于领 先地位的展销会。 • 你舍得放弃这个展示自己的绝好机会吗？
新奇士牌开心果
• 古往今来，香脆可口的开心果以其令人难忘的口 味作为坚果中的 深受人们喜爱。如今，新奇士牌 开心果诚邀您亲身体验新鲜一流的加利福利亚开 心果。它们生长在我们自家的果园，在树上成熟 并自然开裂，从而以最佳状态获得新奇士的特有 风味。新鲜带壳的新奇士牌开心果，是您选择的 最佳美味。 • 无论何时何地，新奇士牌开心果是您健康、美味 的伙伴。
汽车营销销售外文翻译文献
外文文献翻译(含：英文原文及中文译文)英文原文The Competitive Dynamics in the Automotive Aftermarket: BrandedProducts and Private Label ProductsM SzymanowskiTHE BUSINESS CASEThroughout the automotive aftermarket industry, senior executives are facing the reality of private brands. Similar dynamics exist outside of the automotive aftermarket and are intensifying in other sectors, such as traditional consumer goods. Also known as ―private label‖ and referred to across many consumer-oriented industries as ―store brands,‖―co ntrol brands‖ or ―own brands,‖their rising prominence has led top executives to ask:• What issues and risks do U.S.-branded manufacturers face with respect to private brands?• How are market forces different today than in years past? How will this landscape evolve?• How can I better understand my operational blind spots in an increasingly competitive landscape?• What can my management team focus on to protect and grow my brands? Where do we start?•What are the similarities and differences between t he private brand trends in the automotive aftermarket and the consumer products sector?• What can be learned by automotive aftermarket executives from the private brand experiences in other sectors?Although answers to these questions are not simple and some market dynamics are not yet fully clear, the availability of private brands and other competitive trends are growing in the automotive aftermarket community, just as they are in many consumer product segments. One out of every three consumer products s old by one of the nation’s largest retailers is now private brand – up from one out of every five just a few years ago. With U.S. private brand sales in the grocery market surpassing well over $80 billion, for example, private brands can no longer be ignored by consumer product manufacturers. The U.S. market share of private brands in food, drug and mass merchant channels is more than 20 percent, according to industry data research firms. More than 80 percent of consumers shopping in big box, warehouse clubs and superstores frequently buy store brands and, depending on the specific product category, multiple store brands at a time. Retailers are focusing more resources on private branding to enhance margins, increase shelf velocity and expand store loyalty and traffic.Private branding in food, drug and mass merchant consumer products channels is not a new phenomenon, nor is it a new concept inthe automotive aftermarket. However, there are differences in the degree to which private brand penetration has occurred in traditional consumer goods industries compared with the automotive aftermarket. The factors giving rise to these differences include the nature and use of the products (e.g., immediate consumption vs. durable goods), the ability of the consumer to exercise preference at point of sale, technological or other barriers to entry for alternative manufacturers to produce private brands, the degree to which products are subject to regulatory controls, and the differences in the channels in which the products are distributed. Notwithstanding these distinctions, private branding will continue to impact the competitive landscape.Consumer behavior has gone through a dramatic evolution in the past five years, with the economic shifts and downturns, and with the exploding access to information and technology. The lines of consumer priorities are blurring and shifting, and regardless of brand or product mix, measurement and management of these shifts will be the key to strategic success and growth in a global marketplace.The U.S. automotive aftermarket is one of the single largest markets in the U.S. and is increasingly affected by private brand influences similar to other consumer product markets. However, total private brand penetration in the aftermarket is not as closely measured and monitored as in other consumer sectors. As brand and product strategies continue toevolve among aftermarket channel participants, more sophisticated measurements of private brand penetration rates are beginning to take root.ISSUES, OPPORTUNITIES AND RISKSThe degree of market consolidation among retailers is believed to be one of the influences at work in driving increased private brand market share penetration. Retail consolidation is also one of the contributing factors to increasing retailer pricing leverage, according to the AASA(Automotive Aftermarket Suppliers Association) Q4 2009 Aftermarket Supplier Barometer report, and ultimately can lead to supplier margin erosion. Retail consolidation can create economy-of-scale advantages for private brands, allowing brand development and deployment costs to be spread incrementally across higher product volumes, decreasing their relative per unit volume significance. Further, private brand penetration appears to vary across product categories. Those experiencing a higher degree of ―commoditization‖(little or no perceived differentiation across brands) have demonstrated higher private brand market share levels compared to product categories with low degrees of commoditization. Within the automotive aftermarket, product categories such as tires, accessories and maintenance parts are showing similar trends. One recent research report for brake component sales from Frost & Sullivan showsprivate brands had a 60 percent market share in 2009 and are expected to increase to 66 percent by 2015.Monitoring private brand market share penetration levels in each aftermarket product category where a branded manufacturer participates can help assess the current degree of commoditization. However, detailed and accurate data regarding private brand penetration levels within many aftermarket product categories are not readily available —unlike other consumables sectors, where scanner-level data from IRI and Nielsen offers good visibility.Private brand penetration varies by type of product category, geography, channel partners and consumer segment. Having more data and measurements regarding private brand penetration, consumer behavior and supply chain visibility will be essential moving forward, in order to respond to opportunities and risks and sustain a competitive advantage.Understanding customer and consumer segments: private brand preferencesDemographic and ethnographic segment patterns matter. More than 50 percent of 18-to-34-year-olds buy more than half of their consumer staples from private brands. Attitudinal segmentation — similar attitudes and values such as degree of importance placed on the dealer or repair professional, parts availability, do-it-yourself (DIY) considerations, pricesensitivity and convenience, shared across segments — can show varying degrees of influence on private brand choices. Understanding customer and consumer decisions across the entire value chain from manufacturer to ultimate consumer will enable better tailoring of brand positioning and more effective promotional programs.Knowing your customers, where they purchase and what drives their purchase decisions is paramount. In March 2010, Ernst & Y oung conducted a survey of more than 1,000 consumers and discovered: • 56 percent of consumers surveyed purchased vehicle parts and accessories in general automotive repair shops, parts and accessories stores, or chains;• 22 percent purchased them from new and used vehicle dealers;• 15 percent purchased them from big box, ware house clubs and superstores (nonautomotive);• 7 percent purchased them online; and• 20 percent also serviced their vehicle themselves (maintenance, repair, customization). Private brand market dynamics are impacting aftermarket channels through which the majority of products are sold. Developing a unique value proposition for each consumer and channel segment based on channel customer influences will be paramount in maintaining market share.Understanding consumer defection rates (velocity, magnitude andmotivations) from major brands to store brands within a product category can be an excellent gauge of brand relevancy in the eyes of a brand’s user base.The automotive aftermarket is experiencing low brand awareness in certain product categories. For select manufacturers, this implies that the risk of becoming a commodity and facing more margin and sales pressures is influenced by degree of brand loyalty across shoppers. Retailers with DIY or do-it-for-me (DIFM) shopper advocacy programs focusing on serving repair professionals can create brand loyalty among their consumers for store-branded products using their reputation as a technical services-oriented supplier of parts. Manufacturers also are trying to get closer to their primary and secondary consumers and raise brand awareness through techniques such as professional installer training programs and advertising campaigns. These special offers are designed to reinforce the message that longer-lasting, better-performing replacement products are today’s bes t quality and are a longer-term affordability option for consumers. According to recent Nielsen Co. data on consumer trends, a key piece of data to keep in mind when considering consumer behavior trends for 2010 is that, ―Value messaging must include differentiation beyond pricing for consumers.Retail engagement: keeping advocates and influencersRepair professional recommendations and influences on consumerchoice are important dimensions in the private brand or name brand success equation. According to a January 2010 Frost & Sullivan report, vehicle owners will adopt repair professional recommendations for batteries up to one-third of the time. The important question to ask is: What are the key influences the repair professionals look at when making brand decisions? It is important to recognize that all participants in the supply channel influence the repair professional’s choice. New and used vehicle dealers, accessory stores or auto parts chains, big box, warehouse clubs and superstores, online providers and search partners all play an increasingly important role in affecting consumer choices. Big box, warehouse clubs and superstores are concentrating on improving the shopper experience by offering a wider selection of private brand offerings in many consumer durables and non-durables.IMPLICA TIONS FOR AUTOMOTIVE AFTERMARKET LEADERS: UNDERSTANDING OPERA TIONAL BLIND SPOTSTypically, branded manufacturers and retailers focus only on price gaps and performance gaps, but that may be shortsighted in an increasi ngly multidimensional competitive game. Ernst & Y oung’s professionals believe there are at least six dimensions or strategic levers —both quantitative and qualitative —that manufacturers and retail channel players should identify to understand, measure and evaluate private brand competitive dynamics. These six dimensions are pricing,quality, promotion, distribution and merchandising, marketing and packaging perception and organization .Which of these six are the most relevant to the automotive aftermarket? In many consumer goods product categories, consumers often perceive the quality of private brands as being equal to name brands. But a recent report from The NPD Group, a leading market research company, suggests this isn’t always the case with consume rs of automotive aftermarket products. According to NPD, some automotive aftermarket consumers still perceive a quality difference between private brand and name brands. In the category of motor oil, NPD suggests that more than half of consumers surveyed believe motor oil name brands are of better quality than store brands, while nearly one-third see no real difference. What quality level is each consumer market segment willing to pay a premium for? Are independent repair professionals willing to risk their repair shop’s reputation on products that customers may perceive as lower quality?Manufacturers need to understand where their customers stand on quality vs. price, and must clearly differentiate those attributes that will best drive purchase choice behavior. Likewise, retailers should evaluate brand assortment to ensure they are meeting the requirements of both quality- and value-driven consumers. It is a fact that in some cases, repair shops may utilize original equipment parts over aftermarket or privatebrand parts. Retailers and warehouse distributors may utilize private brands to promote their reputation as more economical in the short run. The key question to ask is: Keeping safety, dependability and performance in mind, what is the true risk/benefit ratio perceived by consumer segments where each aftermarket product category sells and what levels of price portfolio are fair? Remember, it is the consumers who pay, and depending on whether it is a repair or maintenance issue, they wield more power today than ever.Safety, dependability and performance are of utmost importance to the vehicle owner/consumer when it comes to automotive aftermarket parts used for vehicle maintenance and repairs. As participants in the aftermarket distribution channel (including manufacturer, distributor, chain or independent retailer and repair professional) seek to respond to and influence consumer choice, build trust and maintain market share in vehicle repair and replacement, all players must understand how the products they offer meet these key consumer values and support their reputation in the market.AASA has launched an initiative called ―Know Y our Parts,‖designed to encourage all distribution channel participants to fully evaluate the increasing number of competing products in the marketplace across several dimensions of dependability, quality and performance. This campaign highlights the importance in understanding the extent to whichthere is transparency in the manufacturer’s commitment to provide support in the form of technical specifications, warranty, quality assurance, training and other services. It recognizes the important role that repair professionals, distributors and retailers play in influencing customer and consumer choice, particularly when the consumer is more dependent on the supply chain for information to support choice decisions among complex products.PROTECTING AND GROWING BRANDSBoth manufacturers and retailers are asking for clarity in how to understand and act upon private brand market dynamics. We suggest they begin by asking the following questions: 1). Learn the market: See reality in customer and consumer perspectivesa). What levels of awareness, consideration, purchase intent, usage and loyalty exist within the categories and brands where I compete?b). How is the market changing, and how will future consolidation create opportunities?c). Are we using digital and social media resources to gain specific insight into consumers?d). Should we establish strategic listening posts using social media as an ongoing program rather than a one-time effort? Where along the distribution channel should such measures be used?2). Know thyself: Look at what value your brands offer in eachproduct category and consumer and repair professional segmentsa). How can my management teams think differently rather than preserve the status quo?b). Should organizational practices or structure change in light of private brand dynamics?c). Which brands represent leading practices that should be replicated?d). What marketing and promotional levers can be pulled to preserve and grow brand loyalty and quality perceptions among all distribution channel consumers?3). Evaluate new competitiona). Where are my marketing activities over- or under-resourced as compared to competitors? Does this new reality offer cost-reduction or revenue opportunities?b). What is the potential to maximize revenues given the price elasticity of my products as compared to competitor and private brand offerings?c). How are competitors combating private brand threats, and what lessons can be learned?4). Build private brand defense and offense strategies and competenciesa). How can I build a private brand monitoring capability?b). Should I develop a private brand index or similar measure?Aftermarket companies need to develop holistic, reliable and multidimensional measures to better understand, evaluate and monitor private brand value gaps across the entire aftermarket distribution channel. These measures must go beyond pricing and include quality, innovation and other dimensions such as customer and consumer perceptions. Obtaining information todevelop such measures will likely mean using different approaches to gather consumer-level insights. This analysis focuses on three areas: 1) measuring and evaluating the true penetration of private brands within various product categories experiencing a high degree of commoditization, 2) identifying the root causes of this trend in quantitative and qualitative terms and 3) building viable and practical responses at brand and category levels.中文译文汽车售后市场的竞争动态:品牌产品和自主产品M Szymanowski业务案例在汽车零配件行业中,高管正面临私人品牌的现实。
【2018-2019】营销视野下企业资料翻译-范文模板 (2页)
【2018-2019】营销视野下企业资料翻译-范文模板本文部分内容来自网络，本司不为其真实性负责，如有异议或侵权请及时联系，本司将予以删除！== 本文为word格式，下载后可随意编辑修改！ ==营销视野下企业资料翻译营销视野下企业资料翻译营销视野下企业资料翻译营销视野下企业资料翻译文章来自教育网一、外宣资料翻译对企业市场营销的作用分析商品是消费者了解某个企业的最直接和最便捷的渠道。
而企业信誉与形象的高低,在很大程度上取决于商品质量的高低。
因此,在企业市场营销过程中,外宣资料翻译扮演了重要的角色,发挥了重要的作用。
从性质上讲,这种作用主要体现在正向作用和负向作用两个方面:第一,外宣资料翻译对企业市场营销的正向作用。
对于企业而言,塑造良好的企业信誉和形象绝不是一日之功,而需要付出艰辛的努力。
其中,通过各种营销手段,让消费者对企业商品有一个正确认识,博得消费者对商品的认可和青睐,是企业塑造良好信誉和形象的前提条件,这也是外宣资料翻译对企业市场营销正向作用的最直接体现。
准确而又恰当的外宣资料翻译,可以给消费者以耳目一新的感受,并对企业商品产生良好的印象。
在对外贸易方面,凭借着准确而又恰当的外宣资料翻译,也能让异国消费者对企业商品及文化有一个全面的了解,增加其对该商品的关注程度,激发购买欲望。
对企业而言,这也是其希望看到的市场营销局面。
而这一切成果的取得,离不开外宣资料翻译的烘托和带动。
以宝马车为例,它之所以在中国汽车市场独占鳌头,与“宝马”这一恰当的翻译息息相关。
因为在中国人眼里,宝马与古代的汗血宝马一样,既能驰骋万里,还带有明显的高贵血统。
这一恰当的翻译为宝马汽车注入了新的内涵,极大地扩大了宝马汽车的市场份额。
由此可见,外宣资料翻译能够帮助企业树立品牌,提升企业知名度,对企业市场营销带来积极的影响。
第二,外宣资料翻译对企业市场营销的负向作用。
从营销角度看,如果外宣资料翻译不科学、不恰当,就极有可能触碰异国的文化禁忌,引发异国消费者的强烈反感和抵触,从而导致整个市场营销活动的失败。
目的论视角下的茶企业外宣资料英译
目的论视角下的茶企业外宣资料英译茶企业外宣资料英译如下：Tea Enterprise Publicity Material from a Perspective of ObjectiveAs one of the leading tea companies in China, we are committed to providing high-quality teas to customers all over the world. We specialize in the production, processing, and sale of green tea, black tea, oolong tea, Pu-erh tea, and other types of tea.Our tea products are sourced from selected tea gardens in high-altitude regions, where the natural environment is conducive to growing tea with rich taste, aroma, and health benefits. We adhere to strict quality control measures throughout the production process to ensure that our teas are free from harmful substances and retain their original taste and nutrition.We also place a strong emphasis on innovation and sustainability. Our research and development team is constantly exploring new tea blends and processing techniques that meet the changing needs of consumers. We also support sustainable tea farming practices, including water conservation, soil management, and wildlife protection.In addition to our commitment to quality and innovation, we believe in building strong relationships with our customers. We offer a range of services, including teatasting and education, to help our customers better understand the unique characteristics of our teas and make informed purchasing decisions.We are proud of our heritage and our contribution to the Chinese tea industry. We look forward to sharing our passion for tea with customers around the world and continuing to play a leading role in the development of the tea industry.。
目的论视角下的企业外宣资料英译
目的论视角下的企业外宣资料英译【原创版】目录1.引言2.目的论视角下的企业外宣资料英译概述3.目的论视角下的企业外宣资料英译的重要性4.目的论视角下的企业外宣资料英译策略5.目的论视角下的企业外宣资料英译案例分析6.结论正文随着全球化进程的加速，越来越多的国外消费者开始关注并喜爱中国的茶文化，从而购买中国的茶叶。
为了更好地推广中国茶文化和茶产品，许多中国茶企业开始着手将自己的企业外宣资料翻译成英文。
在这个过程中，目的论视角下的企业外宣资料英译显得尤为重要。
一、引言目的论视角下的企业外宣资料英译是茶企业国际化战略的重要组成部分，它有助于提升茶企业的国际形象，增强茶企业的国际竞争力，从而促进茶企业的可持续发展。
二、目的论视角下的企业外宣资料英译概述目的论视角下的企业外宣资料英译要求翻译过程中注重译文的功能和目的，强调译文的可读性、实用性和针对性。
茶企业的外宣资料包括企业简介、产品说明书和广告等，这些资料的英文翻译应该能够清楚、准确、生动地传达茶企业的核心信息，吸引国外消费者的关注和兴趣。
三、目的论视角下的企业外宣资料英译的重要性目的论视角下的企业外宣资料英译对于茶企业而言具有重要的意义。
首先，良好的英译资料可以有效地提升茶企业在国外消费者心目中的形象，增强茶企业的国际影响力。
其次，准确的英译资料可以消除语言障碍，帮助国外消费者更好地理解和接受茶产品。
最后，优秀的英译资料可以激发国外消费者的购买欲望，促进茶产品的国际销售。
四、目的论视角下的企业外宣资料英译策略在目的论视角下的企业外宣资料英译过程中，茶企业应该采取以下策略：1.充分了解国外消费者的文化背景和语言习惯，避免文化差异引起的翻译失误。
2.注重语言的简洁、准确和生动，确保译文易于理解，符合国外消费者的阅读习惯。
3.利用翻译软件和专业翻译人员的优势，确保译文的质量。
五、目的论视角下的企业外宣资料英译案例分析以某中国茶企业为例，其英文版的企业简介应该包括以下内容：企业概况、产品介绍、经营理念和企业文化等。
目的论视角下的企业外宣资料英译
目的论视角下的企业外宣资料英译目的论视角下的企业外宣资料英译1. 引言外宣资料是企业向国际社会展示自身形象、传递信息的重要途径。
随着全球化的进程，英文版本的外宣资料越来越受到企业的重视。
从目的论的视角来看，英译的外宣资料应该以传达企业核心价值观、展示企业实力和吸引国际合作伙伴的目的为中心，旨在为国际受众提供有价值、深度和广度兼具的信息。
本文将探讨目的论视角下的企业外宣资料英译，旨在帮助企业在国际舞台上更好地传递自身信息。
2. 深度评估在进行深度评估时，我们需要全面理解企业的核心价值观、产品和服务的特点以及目标受众的需求。
通过该评估，我们能够确定出最能代表企业形象和优势的内容，以便在英文外宣资料中充分展示。
深度评估还需要对目标受众的文化背景、价值观和习惯进行了解，以便我们在翻译过程中准确传达企业的信息，并与国际受众建立情感连接。
3. 广度评估在进行广度评估时，我们需要考虑外宣资料的内容覆盖面和丰富度。
除了企业的核心介绍及产品特点，还可以包括企业社会责任、创新能力、市场竞争优势等方面的内容。
通过这种广度评估，我们能够为国际受众提供更全面的了解，从而增强企业形象和声誉。
4. 文章撰写从目的论的视角出发，我们可以通过以下结构来撰写外宣资料的英文版本：4.1 引言在引言部分，我们可以首先简要介绍企业的背景和核心价值观，以吸引读者的兴趣并引导他们进一步阅读。
4.2 企业介绍在企业介绍部分，我们可以详细介绍企业的历史、成就和发展方向。
通过列举具体的数据和案例，向读者展示企业的实力和能力。
4.3 产品与服务在产品与服务部分，我们可以详细介绍企业的主要产品和服务，包括其特点、优势和适用范围。
我们可以使用客户反馈和满意度调查结果来证明企业产品的品质和影响力。
4.4 社会责任在社会责任部分，我们可以介绍企业在可持续发展、环境保护和社会公益方面采取的行动。
通过强调企业的社会责任，我们能够在国际受众中树立良好的形象。
4.5 创新能力在创新能力部分，我们可以详细介绍企业在科技创新、研发投入等方面的成果和实践。
目的论视角下的企业外宣资料英译
文章标题：目的论视角下的企业外宣资料英译目录一、引言二、目的论视角下的企业外宣资料2.1 外宣资料的定义和特点2.2 目的论在翻译中的应用三、英译实践中的常见问题及解决方案3.1 文化差异导致的问题3.2 解决方案：跨文化交际能力的培养四、个人观点和经验共享五、总结一、引言在当今全球化的时代，企业对外宣传资料的英译需求日益增长。
良好的外宣资料英译不仅能够为企业树立良好的形象，还能促进企业在国际市场上的竞争优势。
本文将从目的论的视角出发，探讨如何有效地进行企业外宣资料的英译，结合个人经验和观点进行深入解析。
二、目的论视角下的企业外宣资料2.1 外宣资料的定义和特点企业外宣资料是企业向外界传达自身信息和理念的载体，通常包括企业简介、产品介绍、宣传册、广告语等。
这些资料在英译过程中需要考虑如何准确地传达企业的信息，同时保持原文的风格和特点。
目的论视角认为翻译的目的是传达原文信息，因此在翻译企业外宣资料时，需要准确把握原文的意图和目的，使译文能够达到同样的效果。
2.2 目的论在翻译中的应用在英译企业外宣资料时，需要根据不同的目的和受众进行翻译。
比如针对消费者的宣传资料和针对投资者的资料，在语言风格和表达方式上会有所不同。
还需要考虑译文在国际市场上的接受程度，有针对性地进行语言和文化的调整。
目的论认为翻译是一种交际活动，因此要注重译文与受众之间的交流和沟通。
三、英译实践中的常见问题及解决方案3.1 文化差异导致的问题企业外宣资料的英译常常面临文化差异带来的问题。
有些表达在不同文化背景下可能会被误解或产生歧义，影响翻译的准确性和流畅度。
比如在某些文化中，颜色、数字和动物等都有着特殊的象征意义，需要在翻译过程中予以注意。
3.2 解决方案：跨文化交际能力的培养为了解决文化差异带来的问题，译者需要具备跨文化交际的能力。
这包括对不同文化背景的了解和尊重，在翻译中避免使用可能引起歧义的表达，以及灵活运用不同的语言策略，使译文更符合受众的接受习惯。
从营销的的角度看企业的外宣资料翻译
从市场 营销 角度 出发 ，最大限度地发挥 自身在外 贸业 务方面 的 烘 托和带 动。以宝马车为例 ，它之所 以在 中国汽 车市场独 占鳌 众所周知 ， 消费者在商品流通过程 中具有商品购买需 求。企 马与古代 的汗血宝马一样 ， 既能驰骋万里 ， 还带 有明显 的高贵血
业正是 以这种需求为依据 ， 向市场供应各类所需商品。当然 ， 企业 统 。这一恰 当的翻译为宝马汽 车注入 了新的内涵 ， 极大地扩大了 要想促成商 品买卖 ， 有必要加强商 品宣传 ， 让消费者对商 品有 一 宝马汽车的市 场份额 。由此可见， 外宣资料 翻译能够帮助企业树
宣资料翻译 ， 可 以将各 类企 业信息更好地传递 出去 ， 让消 费者对 都在积极参与 国际市场营销 ， 并将此作为企业发展的生命线。然 企业信誉 和形象有一个全面的认识 ， 进而激发他们购买企 业商 品 而 ， 在 现实 中。 有些企业常常会因语 言习惯 或文化背景方面 的差
的欲望 ， 可见 ， 外宣资料翻译成为企业和消费者之间联 系的桥梁 。 异而造成外宣资料翻译错误 ，进而严重阻碍了其进军异 国市 场 然而 ， 就 目前 而 言 ， 多 数企 业 对 外 宣 资 料 翻 译 缺 乏 足 够 的重 视 ， 缺 的步 伐 。在 这 种 情 况 下 ， 企 业 将 面 临商 品滞 销 ， 销 售 量 和 销售 额
足够重视 ， 采取的外宣资料翻译方法也不够科学， 严重影响了企业市场营销实效。为此 ， 在外宣资料翻译实践中， 企业既应力求言简意赅 ， 方
便客 户记忆 ； 也应尽量选择符合消费心理的吉祥词语； 还应基于市场定位和产品特性进行翻译。
关键词 ： 营销 企 业 外 宣资 料 翻 译
外宣资料 翻译的根本 目的在于促进商品的市场营销。 这就要求 企业信誉与形象 的高低 ， 在很大程度上取决于商 品质量 的高低 。
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营销视野下企业资料翻译
营销视野下企业资料翻译营销视野下企业资料翻译营销视野下企业资料翻译文章来自教育网
一、外宣资料翻译对企业市场营销的作用分析
商品是消费者了解某个企业的最直接和最便捷的渠道。
而企业信誉与形象的高低,在很大程度上取决于商品质量的高低。
因此,在企业市场营销过程中,外宣资料翻译扮演了重要的角色,发挥了重要的作用。
从性质上讲,这种作用主要体现在正向作用和负向作用两个方面:第一,外宣资料翻译对企业市场营销的正向作用。
对于企业而言,塑造良好的企业信誉和形象绝不是一日之功,而需要付出艰辛的努力。
其中,通过各种营销手段,让消费者对企业商品有一个正确认识,博得消费者对商品的认可和青睐,是企业塑造良好信誉和形象的前提条件,这也是外宣资料翻译对企业市场营销正向作用的最直接体现。
准确而又恰当的外宣资料翻译,可以给消费者以耳目一新的感受,并对企业商品产生良好的印象。
在对外贸易方面,凭借着准确而又恰当的外宣资料翻译,也能让异国消费者对企业商品及文化有一个全面的了解,增加其对该商品的关注程度,激发购买欲望。
对企业而言,这也是其希望看到的市场营销局面。
而这一切成果的取得,离不开外宣资料翻译的烘托和带动。
以宝马车为例,它之所以在中国汽车市场独占鳌头,与“宝马”这一恰当的翻译息息相关。
因为在中国人眼里,宝马与古代的汗血宝马一样,既能驰骋万里,还带有明显的高贵血统。
这一恰当的翻译为宝马汽车注入了新的内涵,极大地扩大了宝马汽车的市场份额。
由此可见,外宣资料翻译能够帮助企业树立品牌,提升企业知名度,对企业市场营销带来积极的影响。
第二,外宣资料翻译对企业市场营销的负向作用。
从营销角度看,如果外宣资料翻译不科学、不恰当,就极有可能触碰异国的文化禁忌,引发异国消费者的强烈反感和抵触,从而导致整个市场营销活动的失败。
特别是在经济全球化的背景下,各国企业都在积极参与国际市场营销,并将此作为企业发展的生命线。
然而,在现实中,有些企业常常会因语言习惯或文化背景方面的差异而造成外宣资料翻译错误,进而严重阻碍了其进军异国市场的步伐。
在这种情况下,企业将面临商品滞销,销售量和销售额大幅降低,效益和效率下降的艰难境地。
在商品翻译过程中,除了要考虑文化背景和社会习惯方面的差异外,还应考虑宗教习俗和地方语言方面的差异。
只有这样,才能真正成为市场营销的推动力。
因此,为塑造良好的企业信誉和形象,尽可能地减少外宣资料翻译的负面影响,首当其冲是要保证外宣资料翻译的科学性和准确性。
例如,知名美国汽车公司雪弗莱所推出的例如,知名美国汽车公司雪弗莱所推出的以NOVA汽车品牌为例,其在美国和中国都占有很高的市场份额,然而在西班牙却并非如此。
因为他们认为NOVA则有“它开不动”之意,是外宣资料翻译失败的一则典型例证。
二、与市场营销策略相结合的企业外宣资料翻译原则
现实中,中西方差异体现在很多方面,如宗教信仰、风俗习惯、历史背景、地理环境等等,都是其具体的体现。
受此影响,人们的消费观念与价值观念也发生了悄然的变化。
在外宣资料翻译实践中,应当遵循一定原则,以此来指导具体的翻译实践。
第一,力求言简意赅,方便客户记忆。
消费者记忆是企业市场营销过程中的重要难题。
从营销角度讲,如何更好地帮助消费者进行记忆,就成为摆在企业发展面前的一道难题。
从企业外宣资料翻译实际看,保证企业商品、产品商标以及说明翻译的言简意赅,可以帮助企业更好地应对这项难题。
因此,力求言简意赅,方便客户记忆,就成为企业外宣资料翻译过程应当坚持的首要原则。
以海尔为例,从创立之初的“青岛电冰箱总厂”到现如今的“海尔集团”,并对外翻译为Haier。
正是基于这种变化,消费者更加直观的认识海尔,促使海尔成为家喻户晓的品牌。
除此之外,在外宣资料翻译过程中,企业应尽量避免生僻词,多使用一些消费者耳熟能详的词汇,
使翻译后的语句自然、形象、生动、具体。
在这方面,索尼、惠普等企业的成功经验就非常值得我们借鉴。
第二,尽量选择符合消费心理的吉祥词语。
在外宣资料翻译实践中,不能为单纯地追求言简意赅而忽视原文中的精华内容,而应从营销角度出发,将企业商品、名称及说明科学的、合理的展示出来,以满足消费者的消费需求。
长期的实践反复正面,选择符合消费心理的吉祥词语,能够帮助企业在市场营销中取得意想不到的效果。
以可口可乐公司为例,Coca和Cola两个单词向消费者直观地介绍了产品主要成分。
起初,可口可乐公司进军中国市场的步伐艰难,翻译出的词汇晦涩难懂,很难吸引消费者的注意力,在有些情况下还会引起消费者的反感。
在反复总结失败经验的基础上,他们从消费者心理出发,做出了CocaCola 的翻译,从而扭转了企业败局,使其在中国饮料市场占有重要的市场份额。
第三,
基于市场定位和产品特性进行翻译。
基于市场定位和产品特性进行翻译,是企业外宣资料翻译过程中应坚持的重要原则。
这样做,可以使企业产品与其他企业的同类产品形成一定差异,提升企业产品的市场竞争力。
基于市场定位和产品特性进行翻译,可以提高企业市场营销水平,促进企业的长远发展。
因此,在外宣资料翻译过程中,企业应从市场和产品实际出发,瞄准消费群体,促进产品营销。
综上所述,在新时期,加强企业外宣资料翻译是一项非常系统的工程。
为了夯实该项工程的基础,应从营销角度出发,认真做好以下几项工作:首先,要对加强企业外宣资料翻译的必要性和重要性有一个清晰的认识;其次,要对当前企业外宣资料翻译的现状及成因有一个全面的分析;最后,要对加强企业外宣资料翻译的路径有一个科学的把握。
只有这样,才能真正实现企业外宣资料翻译事业持续、健康、快速、稳定的发展。