论国际语言服务能力

——以老字号出海为例

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关键词：中华老字号；国际语言服务能力；国际传播能力；外语人才培养中图分类号： H09 文献标识码：A 文章编号：1009-895X（2025）02-0111-07DOI： 10.13256/j.cnki.jusst.sse.240904441

International Language Service Competence -A Case Study of Chinese Heritage Brands

ZHAO Hong1， FANG Yuchen² （1.SchoolofForeignLanguages，EastChinaUniversityofcienceandTechnology，anghai2o37，hina;2.aang Business School，Nanyang Technological University，Singapore 639956，Singapore）

Abstract： International language service for Chinese heritage brands （CHBs） refers to international communication in the area of cros-cultural branding. As a unique form of transcreation， the service is typically target-audience oriented and highlights subjectivity and innovation of the service providers. The current study investigates the international language service competence，i.e.the traits and skils required for successul service，and tentatively identifies 3 primary elements，namely language competence， discourse competence and technology competence， and 11 secondary elements. It lays the foundation for the development， teaching and performance assessment of CHB International Language Service.

Keywords： Chinese heritage brands （CHBs）； international language service competence； international communication capacity；cultivation of foreign language talents

近年来，越来越多的中国企业投身国际市场，开始步入以品牌力为导向的“出海”新阶段，催生了跨国品牌传播的新需求。（剩余9197字）