Abstract and Key Words

Abstract:  With the accelerating process of economic globalization, China is carrying on ever-increasing economic exchanges with other countries in the world. Chinese corporations have more and more opportunities to enter the international market. A well translated corporate profile contributes to a good image of a company as well as the competitiveness of its products in the international market. However, in view of the huge cultural barriers between China and the West, there exist some difficulties in the C-E translation of the corporate profiles. Improper diction and grammatical structures may cause misunderstandings. With the deepening of the research of translation theories, it is found that Skopostheorie has opened up a new perspective to the study of corporate profile translation. It points out that translation can be conceived as an action which has a certain skopos. In this model, the top-ranking rule for any translation is the skopos rule. In addition to the skopos rule, there are two other principles: coherence rule and fidelity rule. This paper, with Skopostheorie as its theoretical framework, explains the purposes and functions of corporate profiles. Based on detailed analysis of authentic examples, some successful translation strategies are proposed: addition, restructuring, conversion and deletion.

Key words: corporate profiles; Skopostheorie; translation strategies;

摘要：  随着世界经济全球化进程不断深入，中国与世界各国的交往越来越密切，中国企业有更多的机会进入国际市场。高质量的公司简介英译有助于树立良好的企业形象，帮助其产品顺利进入国际市场。然而，中西方之间存在巨大的文化差异，企业简介英译便存在一些难点，把握不当还可能出现失误。随着翻译理论研究的深入，我们发现，目的论为公司简介翻译研究开辟了一个新视角。该理论强调翻译是一种有目的的行为。目的论中的“目的原则”是其首要原则，另外还有连贯原则和忠实原则。本文以目的论为理论框架，阐述了公司简介的功能和目的，通过译例，分析现今企业简介英译中存在的一些问题并提出一些翻译策略，即増译、重组、转译、删译。

关键词：公司简介； 目的论； 翻译策略

1. Introduction
As economic globalization is developing in depth, more and more Chinese enterprises link with the outside world closely in one way or another, with motives to achieve international recognition and establish Chinese brand names in the world market so as to gain new advantages in international competition.
A corporate profile plays an important role in presenting an “ideal” image of a particular company and serves as the tool to establish a company’s credibility. It is a quick and convenient access to the general understanding of what a Chinese company is like. Ding Rongrong points out the importance of a corporate profile and studies its linguistic characteristics. It is also stated that an appropriate translation of the profile will strengthen its influence and smooth business relations. Therefore, it is of great significance to attach more importance to the study of the Chinese-English translation of corporate profiles.