目的论视角下的亚马逊网站产品英译技巧

English Translation Techniques for Amazon Website Products from the Perspective of Skopos Theory

摘要: 发展跨境电商是中国增加出口和扩大对外贸易的重要途径。随着越来越多的中国商家入驻跨境外贸交易平台，产品英译是商家们要解决的头号难题。本文将从汉斯·弗米尔的目的论视角出发，以亚马逊跨境电商平台上的中国特色产品详细介绍为例，从目的原则、连贯原则和忠实原则三个角度分析和探讨跨境电商翻译中的英译技巧，总结得出，在翻译标题时，“以多个且分散的关键词形式组合标题”能让产品得到更高的搜索度，且针对三个不同原则，增译、意译、省译、直译等方法也各有侧重，从而使译文能够更好地服务跨境电商行业从业者的销售需求，确保交易顺畅进行。

Abstract: Developing cross-border e-commerce is a crucial way for China to increase exports and expand foreign trade. As more Chinese merchants join cross-border trade platforms, product translation into English has become a primary challenge they must address. This paper, drawing on Hans Vermeer’s Skopos Theory, takes the detailed descriptions of China-specific products on the Amazon cross-border e-commerce platform as an example. It analyzes and discusses English translation techniques in cross-border e-commerce from three perspectives: the principle of purpose, the principle of coherence, and the principle of fidelity. In conclusion, when translating titles, the strategy of “combining titles with multiple and dispersed keywords” can increase the product’s search visibility. Additionally, based on three different principles, techniques such as amplification, free translation, omission, and literal translation each have their own focus. These techniques aim to better meet the sales needs of professionals in the cross-border e-commerce industry and ensure smooth transactions.