A Report On The E-C Translation Of Reputation Management And Family Business(Chapter Three)

In recent years,some scholars have proposed that today’s enterprises have now entered the new era of reputation battle.The crux of competitions among enterprises has transferred from price,quality,service to reputation management.Enterprise managers are also trying to seek stable and orderly development by focusing on the reputation investment.So,for a family business to achieve sustainable development,it is necessary for managers to think about how to create a well-planned family business reputation management system.The source text of this translation practice is taken from the book,Reputation Management and Family Business,published by Routledge in 2022,which focuses on the importance of reputation management in modern business management and how to manage,monitor and measure family business reputation.The book covers a wide range of management expertise within a logical,well-written and informative text.The translator selected Chapter Three as the translation material and classified the difficulties encountered during the translation process from the perspective of lexical,syntactic and textual levels.One of the difficulties is how to deal with the long and complicated sentences in the source text and translate them into smooth and natural Chinese.When stocktaking difficulties and their corresponding solutions,the translator discerned that Newmark’s communicative translation theory could provide authentic guidance for the translation of this text type.Under the guidance of this theory,the translator dealt with the translation of business terms,pronouns,polysemous words,long and complicated sentences,simple sentences,passive sentences and textual cohesion and coherence by adopting various translation techniques,such as amplification,conversion,omission,annotation and transliteration,in order to achieve a fluent,natural and readable translation to get close to the readers.Practice conducted in this translation has proved that Newmark’s communicative translation theory can provide effective guidance for the translation of business texts.Guided by this theory,the translator has solved certain difficulties encountered in the translation process.The readability of the translation has been greatly improved.It is expected that this translation practice report can provide some enlightenment for more translators who aim to conduct research in relevant fields.