匯泉翻譯官：跨境電商如何做好企業(yè)文本翻譯？

新冠疫情促使中國電商產(chǎn)業(yè)整體效率和電商滲透率的進一步提升。根據(jù)海關(guān)數(shù)據(jù)顯示，2020年中國跨境電商進出口總額1.69萬億元，增長31.1%。其中，出口1.12萬億元，同比增長40.1%;進口0.57萬億元，同比增長16.5%。只不過，在中國跨境電商行業(yè)飛速發(fā)展的同時，很多中國企業(yè)仍然缺乏跨文化交際的知識和意識，沒有能做好跨境電商翻譯，在對外交往中出現(xiàn)了較多直譯、錯譯的現(xiàn)象，直接影響了產(chǎn)品銷量。

比如說，在企業(yè)介紹文本的翻譯方面，跨境電商平臺中很多企業(yè)缺乏跨文化交際知識或意識，在跨境電商翻譯時直接將原先中文的企業(yè)介紹和企業(yè)文化介紹進行翻譯，沒有考慮外國消費者的習(xí)慣與喜好。如下面這個跨境電商翻譯案例：

我們上下一心，借鑒國外先進的管理方法和生產(chǎn)技術(shù)，不斷完善我們的制作流程，生產(chǎn)工序，確保每一件產(chǎn)品的上乘質(zhì)量。現(xiàn)代生活多元化，為了能夠滿足不同類型，不同層次消費者的需要，我們專門設(shè)計和生產(chǎn)了各種系列的潔具產(chǎn)品，包括……產(chǎn)品不但從人體工程學(xué)的角度出發(fā)進行設(shè)計，注重環(huán)保和節(jié)能，同時還以我們獨到的美學(xué)眼光進行修飾，力求

達到功能和藝術(shù)的完美統(tǒng)一。

原譯：All of our managers and professionals are of one heart and one mind，benefit from the foreign advanced management method and production technology，perfect our making course and working procedure constantly for guaranteeing the high quality of every product.In order to meet different kinds and different levels needs of customers for pluralistic and modern living，we specialize in designing and producing various series of sanitary wares，including...The products are designed not only by human body engineering science，but also pay attention to environmental protection and economize on energy，meanwhile with the aesthetic decorations for make the perfect integration of function and art.

改譯：Through learning from foreign advanced management and technology，we improve our working procedures constantly to guarantee the quality of our products.As the needs of customers are diverse in modern society，in order to meet different needs，we have designed and produced various series of sanitary wares including...The design of products is based on human engineering and the products are environmental friendly and energy -saving. Meanwhile，we are devoting to make our products have more aesthetic value with the same functions.

相比起最開始的逐字逐句的翻譯，修改后的翻譯更注重譯文的連接和目標(biāo)語讀者閱讀的感受。

再參考其他的成功的翻譯案例，如搜狐對自己企業(yè)文化的翻譯：

誠信公正，以德為本。主動敬業(yè)，追求卓越，以證明為基礎(chǔ)的用人政策。

Integrity and Fairness．Be proactive，Proven based promotion．

從搜狐公司的企業(yè)文化箴言來看，它在翻譯時使用了省譯法，這使得它的英文用詞非常簡練。由此可見，企業(yè)在跨境電商翻譯自我介紹文本時一定要擁有跨文化交際的意識，要考慮外國消費者的喜好，這樣才能讓譯文與目標(biāo)語讀者的閱讀習(xí)慣更好地契合在一起。