华为官方网站海外本地化案例研究

Case Study on Overseas Localization of Huawei’s Official Website

摘要: 随着互联网和通信技术的飞速发展，国内品牌试图抓住这一机遇打开海外市场，通过走向世界来寻求财富。中国科技巨头华为在这一领域不畏美国的技术封锁，取得了不俗的成绩。因此，本文基于本地化行业标准协会(LISA)定义的公共叙事理论和商业文化议题，对华为官方网站的本地化成果进行了描述和解读。本文将华为官网的本地化过程中所做出的调整分为两个主要方面：图片元素和文字元素的调整。作者发现通过这两种调整方式，华为的海外网站实现了多样性叙事和相关性叙事。总而言之，华为在网站本地化方面采取了相应的策略，并取得了成功。然而，作者认为仍有改进的空间。本文旨在通过总结策略和改进建议为其他中国企业走出国门、进行海外本土化运营提供参考。

Abstract: With the rapid development of Internet and communication technology, domestic brands are trying to seize this opportunity to open up overseas markets and seek fortune by going global. Chinese technology giant Huawei has achieved remarkable results in this field, despite the US technology blockade. Therefore, based on the Public Narrative Theory defined by the Localization Industry Standards Association (LISA) and commercial cultural issues mentioned in LISA, this article de-scribes and interprets the localization methods of Huawei’s official website. The adjustments made by Huawei in the localization process can be divided into two main aspects: the modification of im-age elements and text elements. The author finds that through these two adjustment methods, Huawei’s overseas websites have achieved diversity narrative and relevance narrative, which be-long to key methods of the Public Narrative Theory. In summary, Huawei has adopted correspond-ing strategies in website localization and achieved success to some extent. However, the author be-lieves that there is still room for improvement. This article aims to provide references for other Chinese enterprises to expand their international market and conduct localize their websites over-seas through strategies and improvement suggestions summarized in this study.