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)