Problems In The C-E Webpage Translation Of Private-company Profiles In Zhejiang Province And Their Solutions

With the development of globalization and China's boom in economy, more and more Chinese enterprises are expanding their business into other countries. While, privately-owned enterprises are great stimuli for the development of Zhejiang economy. Therefore, priority should currently be given on how to strengthen their competitiveness to be better geared to the world markets. As essential windows for foreign readers to know the companies, C-E webpage translation of private-company profiles is self-evidently significant, for it involves not only the Corporate Identity System (CIS), but their possibility of survival. Currently, an increasing number of privately-owned companies in Zhejiang province have bilingual webpage profiles, unfortunately the quality of which are far from satisfactory; in truth, an ineffective company profile simply hinders the communication between a company and its foreign customers and investors, or even produces a negative impact on the company.Given the problems concerned, sixty authentic pairs of C-E webpage-company profiles(fifteen large-scale privately-owned enterprises & forty-five small and medium-sized private enterprises) randomly chosen mainly from 188 Zhejiang privately-owned companies having access to the Chinese top 500 private-owned enterprises in 2008, are collected as the research objects with a combination of theoretical and pragmatic study with both qualitative and quantitative methods(the comparison between C-E corporate profiles, internet search, sampling, questionnaires and surveys, and interviews). After the analysis, linguistic and pragmatic translation problems of English company profiles are found. This paper is based on the crux of the German functionalist approaches to translation:(skopos rule, coherence rules, text typology) and Nord's function-plus-'revised' loyalty principle and makes a functional classification of translation errors into linguistic translation errors and pragmatic translation errors to formulate the translation criteria for the C-E corporate profile translation on the basis of overseas and domestic translation studies. In addition, under the guidance of the German functionalist approaches, the author has studied a number of private company profiles in Zhejiang province and analyzed the underlying problems with effective macro-micro solutions to improve the current situation of Zhejiang private-company profile translation.After the research, the author has found that Nord's loyalty principle has some limitations in guiding the C-E webpage translation of corporate profiles, and the'object' and'qualitative & quantitative degrees' of loyalty should be defined to upgrade the Nord's loyalty principle, (called 'revised' loyalty principle in this paper) to be better applicable to the C-E webpage translation of company profiles for producing English profiles that linguistically correct and pragmatically acceptable to finally achieve the intended functions of source texts.