川菜企业“走出去”战略过程中的负语用迁移现象研究——以眉州东坡为例  

A Study on Negative Pragmatic Transfer Phenomenon in the Process of “Going Out”Strategy of Sichuan Cuisine Enterprises——A Case Study of Meizhou Dongpo

作　　者：雷晓棠[1] 

机构地区：[1]西南石油大学外国语学院,成都610500

出　　处：《河北旅游职业学院学报》2016年第2期50-54,共5页Journal of Hebei Tourism College

基　　金：西南石油大学国际油气资源区语言文化研究中心2016年项目<语用身份理论视角下的石油类相关英语新闻标题特点及翻译研究>(YQWH201512)阶段性成果

摘　　要：四川省政府2001年制定"走出去"战略后,川菜赢得了更多的国内外消费者的喜爱,更多的川菜企业走出四川,走向世界。但是,这些企业在"走出去"的过程中,也面临着很多的困难和问题,特别是川菜企业的本土化问题。本文以川菜名牌企业眉州东坡为例,探讨负语用迁移现象对川菜企业对外扩张过程中产生的负面影响。本文指出负语用迁移现象的存在应该引起川菜企业管理者的重视,但也不能过分夸大负语用迁移在川菜企业"走出去"战略过程中的负面影响,应客观看待负语用迁移,正视其负面影响,利用其正面影响,减少或避免川菜企业的语用失误,促进川菜企业的本土化、标准化、规模化和国际化发展。Since Sichuan Provincial Government launched the ＂Going Out＂ strategy in 2001,Sichuan cuisine has gained popularity from customers at home and abroad. An enormous amount of Sichuan cuisine enterprises began to expand both overseas and inside China. Yet there exit a lot of difficulties and problems,especially the localization of Sichuan cuisine. This paper attempts to analyze the negative influence on the standardization,scale and internalization of Sichuan cuisine enterprises caused by negative pragmatic transfer,giving a conclusion that leaders of Sichuan cuisine enterprises should attach importance to the pragmatic failure caused by negative pragmatic transfer,but not exaggerate its negative effects on the ＂Going Out＂ of Sichuan Cuisine enterprises.

关 键 词：川菜企业 “走出去”战略 负语用迁移 眉州东坡 

分 类 号：H319[语言文字—英语]