地方企业外宣语言服务现状及翻译策略研究——以皖北四大重点产业为例

Research on the Current Status of Language Services for Local Enterprises’ International Publicity and Its Translation Strategies—A Case Study of the Four Key Industries in Northern Anhui

摘要: 地方企业外宣是全面展现企业自身价值与作用，建立良好企业形象，提高中国国际知名度和影响力的关键因素。本文针对皖北新能源汽车及零部件、新能源、新材料、绿色食品等四大重点产业的企业官网外宣现状进行调研。研究发现，当前企业外宣存在多语种建设不足、语言质量偏低及品牌意识薄弱等问题。针对这些问题，本文从变译理论视角，探讨了变译策略在企业外宣翻译中的应用，并从政府引导、企业战略、服务模式及人才培养四个维度提出建议，旨在为提升地方企业国际传播效能与品牌形象提供参考，并为该类文本翻译提供借鉴。

Abstract: International publicity of local enterprises plays a crucial role in comprehensively presenting corporate value and functions, shaping a positive corporate image, and enhancing China’s international visibility and influence. This research investigates the current status of international publicity on the official websites of enterprises in four key industries in Northern Anhui, namely new energy vehicles & auto components, new energy, new materials, and green food. The findings reveal several prominent issues, including insufficient multilingual websites, relatively low language quality, and weak brand awareness. In response, this paper explores the application of variation strategies in the translation of enterprises’ materials, from the perspective of Translation Variation Theory. Furthermore, it proposes recommendations from four dimensions—government guidance, corporate strategy, service models, and talent cultivation, aiming to improve the effectiveness of international publicity and corporate branding of local enterprises, and to provide insights for the translation of similar texts.