基于企业文化的企业外宣软文优化策略研究—以布利杰合成革有限公司为例

On the Optimization Strategy of Publicity Materials Based on the Corporate Culture—A Case Study of Ningbo Bridge Synthetic Leather Co., Ltd.

摘要: 在经济全球化的框架下，许多中国企业开始寻求与外国企业更多的国际合作。企业外宣翻译材料是外国观众接触和了解中国企业和其文化的重要通道。在目前的研究中，很少有人在基于企业文化的角度上去探究如何优化企业宣传材料。本文以宁波布利杰合成革有限公司为研究对象，力求为该公司制定相应的优化策略。基于企业文化理论，本文将通过借鉴国内外优秀企业文化外宣材料中的优势和亮点，来帮助解决目前英语外宣上的一些问题和不足之处。本文所提出的外宣优化建议旨在帮助中国企业在国际市场上获得更多的竞争力。

Abstract: Under the framework of economic globalization, many Chinese enterprises start to seek more international cooperation from their foreign counterparts. English publicity materials of the Chinese companies are the means for the foreign audiences to get access to these companies and their culture. Among the current studies, few have focused on how to optimize the English publicity materials based on the corporate culture. The thesis targets Ningbo Bridge Synthetic Leather Co., Ltd. as the research subject of the case study and strives to produce the corresponding optimization strategies for this company. The strategies concerned are intended to address the major problems in the company’s English publicity materials by taking advantages of foreign companies based on the theory of corporate culture. The optimization strategy of publicity materials aims to help the domestic enterprise gain more competition in the international market.