A Comparative Analysis On Genre Features Of Online Profiles Of Chinese And Foreign Petrochemical Companies

As a window of corporate image,company profile is an information channel for business communication and external publicity.With the advent of economic globalization and internet plus era,promoting electronic commerce’s booming development,online company profiles have become a platform to expand the company’s influence.Considering petrochemical industry’s pillar position in our national economy which is on its road of innovation,increasing profits,and sustainable development,effective enterprise publicity on line is necessary.Company profile belongs to the category of business discourse.At present,the domestic research for business discourse based on the application of genre is mainly concentrated on language teaching,translation and culture,while genre analysis applied to business practice of the digital age is scarce.This thesis aims to provide reference to domestic companies through a comparative analysis of the well-known petrochemical company profiles on the websites.Based on genre analysis theory of Swales and Bhatia,this thesis established two corpora of company profiles from large-scale petrochemical enterprises at home and abroad,in order to compare the differences of text structure,use of language and content innovation,and give some suggestions to people in composing promotional materials.The results reveal that compared with foreign counties,text structure of Chinese enterprises profiles are changeless and comprehensive relatively with full of excessive enterprise honor,and lack information focused on by the customers such as earnings and product application.The use of language is detailed and splendid,but less emphases and unique features.The context is rich but not concise,and clear enough.It is suggested to take account of emphasizing key points,using plain language and closing to the consumer in related composing.In terms of structure,it is proposed to increase the content of description of finance,research and development,product application,customer inquiries,social responsibility and information security,and decrease that of enterprise honor.The usage of language could be more friendly,simple and dynamic on the basis of maintaining Chinese traditional features.Regarding context,it is proposed to reduce the application of complex multimedia properly with addition of specific examples of project.