从跨文化语用视角看跨境电商平台的企业英文外宣  

On the English Enterprise Publicity Materials on Transnational E-commerce Webpages from the Perspective of Cross-cultural Pragmatics

作　　者：刘畅[1] LIU Chang(Zhejiang Technical Institute of Economics, Hangzhou 310018, Zhejiang,China)

机构地区：[1]浙江经济职业技术学院,浙江杭州310018

出　　处：《沙洲职业工学院学报》2017年第2期38-43,共6页Journal of Shazhou Professional Institute of Technology

基　　金：浙江经济职业技术学院2016年度校级科研课题“跨文化交际视角下浙江企业在跨境电商平台英文界面的语言表达”(2016083)

摘　　要：跨境电商网站中企业外宣的英文质量对企业的信息传递和企业对外宣传的效果至关重要。企业应当提高跨文化意识,将英语语言能力和语用能力相结合,在撰写外宣材料时以语篇为中心,遵守跨文化语用原则,使文本内容符合外国浏览者的商业思维与阅读习惯,以促进企业在跨境电商中不断提高国际竞争力。The quality of enterprise5s publicity materials in English on transnational e-commerce webpages plays a vital role in the enterprise promotion. Enterprises should enhance the cross-cultural awareness, integrate English linguistic and pragmatic competence, center on discourse and adhere to the cross-cultural pragmatic principles. In this way, the publicity materials can run concordantly with the foreign readers5 business thinking and reading habits, and enterprises5 international competitiveness in e-commerce can be constantly boosted.

关 键 词：跨文化语用学 跨境电商 企业外宣 

分 类 号：H313[语言文字—英语]