跨境电商平台产品英文文案的“本土化”表达

“Localized” Expression of English Copy for Products on Cross-Border E-Commerce

摘要: 随着我国跨境电商出口产业持续扩容，我国外贸产品走向海外市场的进程不断加快，产品英文文案作为品牌与海外消费者沟通的核心载体，翻译转换会直接作用与海外受众的认知加工与情感反馈，进而决定产品曝光、转化效率与品牌海外口碑。当前多数跨境电商企业仍沿用直译模式，存在关键词适配度低、句式表达中式化、文化适配缺失、信息呈现不规范等诸多痛点，严重制约市场竞争力提升。本文以奈达功能对等翻译理论为核心指导，融合接受美学、跨文化语用学，同时对话市场营销、消费者心理学、电商UX写作领域的跨学科研究成果，将理论落地于跨境电商标题、详情页文案翻译实践，构建完整的英文文案本土化表达策略体系，明确标题关键词、句式语序、动态优化方法以及详情页文体、信息、服务、语言规范的本土化落地要点，同时建立“前期校准–中期优化–后期迭代”的全流程实施路径，并搭配典型译例进行佐证。研究证实，依托多理论视角开展科学的本土化文案表达，能够有效破除跨境贸易的语言与文化壁垒，调控受众认知与情感体验，提升用户信任度与产品销量，为我国外贸产品开拓海外市场提供实践参考。

Abstract: Against the backdrop of booming cross-border e-commerce exports, translation transformation of English product copy shapes target audiences’ cognitive perception and affective responses, which further determine product exposure, conversion performance and overseas brand reputation. Widely adopted literal translation in the industry causes problems including inappropriate keywords, Chinglish expressions, cultural mismatches and non-standard information, hindering brand internationalization. Drawing on Nida’s Functional Equivalence Theory, reception aesthetics and cross-cultural pragmatics, this paper also incorporates interdisciplinary findings from marketing, consumer psychology and e-commerce UX writing. It distinguishes the boundary between domestication and foreignization and identifies scenarios where foreignization should be prioritized to preserve indigenous brand cultural features. This paper constructs a localized translation strategy system for e-commerce product titles and detail pages, and establishes a full-cycle optimization framework verified by typical cases. The results indicate that theoretically-informed localized copy translation can mitigate linguistic-cultural barriers, regulate audience cognition and affective experience, improve user trust and product sales, and offer effective references for Chinese export products to explore overseas markets.