| With the rapid development of globalization of the economy, China has established more and more connection with other countries. At the same time, the Chinese enterprises confront with fierce competition in the world. Some of the companies have launched the product and services into the global market. In this situation, company profile, as a direct and primary communication channel between companies and customers, plays an important role in the marketing. This thesis compares both the moves and the specific linguistic features in English and Chinese company profiles from the cross-cultural perspective with the aim to find out similarities and differences between these company profiles. The underlying reasons are also deliberated from their respective socio-cultural environments. For this purpose, sixty samples (thirty in Chinese and thirty in English) are collected from internet and compared to explore the effectiveness of writing the English company profile for Chinese companies.The analysis is carried out according to the framework of Swales' (1990) definition of genre and Bhatia's (1993) move analysis. Hofstede's cross-cultural theory (1991) power distance, individualism vs. collectivism and uncertainty avoidance are employed to explore the underlying socio-cultural reasons for the similarities and differences.The analysis starts from comparing the communicative purpose to the detailed analysis of different moves and steps. Discourse structures and linguistic features of this business genre and persuasive strategies are also illustrated. Then, the similarities and differences between Chinese and the English company profiles are summarized with examples. The strengths and weaknesses of them are evaluated as well. Finally, some suggestions of writing company profile are proposed. The author hopes that this thesis will facilitate the reading, writing and teaching of this business genre and make Chinese companies improve competitive ability in the market.
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