An Eco-translatological Study Of C-E Translation Of Online Product Recommendation On Cross-border E-commerce Platform

With the fast development of Internet and global e-commerce,more and more people are fond of shopping online through cross border e-commerce platforms.Meanwhile,a growing number of Chinese exporters have also chosen to expand overseas business through cross-border e-commerce platforms.Due to the special network environment,online product recommendation on cross-border e-commerce platform is very important in selling products.It is different from traditional offline product promotion.Therefore,the accurate and vivid translation of online product recommendation will directly affect the sales of products and the image of products in the minds of overseas customers.Eco-translatology is a systematic translation theory put forward by Professor Hu Gengshen.It combines ecology and translation with a new perspective to study translation.It points out that the process of translation,which is guided by the Survival of the Fittest,with the translator as the center,is the process of translator adapting to the ecological environment and selecting the translation methods.On the cross-border e-commerce platform,its environment is a complex network ecological environment and the overall ecological environment of consumers' language,culture and communication.Only through adapting to this new ecological environment can the translation survive.Based on the theory of ecological translation,this paper will analyze the translation of online product recommendation from the perspective of the whole translation ecosystem.Firstly,the core concepts of ecological translation are analyzed.Secondly,it analyzes the structures of online product recommendation and its characteristics in language,culture and communication aspects,as well as the existing problems in translation.Finally,under the guidance of ecological translation theory,the specific network ecological environment of commodity is analyzed.Under the guidance of three dimensional transformation,this paper seeks for adaptive transformation in language,culture and communication.Then it finds out the practical method in the process of translation of online product recommendation and gets thetranslation with the highest fitness.Thus,it can help more export enterprises to establish brand and increase sales.