翻譯服務的價值,翻譯服務的重要性
發布者:上海翻譯公司 發布時間：2017-8-17
翻譯是什麽？我認爲是信息傳播、文化傳播、價值傳播。對于企業而言，通過翻譯將(jiāng)企業産品、企業文化、企業理念向(xiàng)不同語言、不同文化傳統的客戶傳播，使得客戶和用戶了解企業、購買企業的産品和服務，因此，翻譯的優劣代表著(zhe)企業的公衆形象。翻譯無小事(shì)，不重視翻譯的價值，在企業走向(xiàng)國際市場時，必然遭到國外用戶的冷淡和抛棄。好(hǎo)的翻譯是企業國際化的加速器，劣質翻譯是企業形象的醜化劑。
What is translation? I think it is information dissemination, cultural communication and value communication. For enterprises, through the translation of enterprise products, enterprise culture, enterprise concept to customer communication in different languages and different cultural traditions, so that customers and users to understand the business, buy their products and services, therefore, the translation quality represents the company's public image. Translation is not trivial, and does not pay attention to the value of translation. When the enterprise moves into the international market, it will inevitably be cooled and abandoned by foreign users. Good translation is the accelerator of enterprise internationalization, and inferior translation is the smear agent of enterprise image.
以5年前蒙牛廣告語的翻譯爲例，當時蒙牛公司在北京發布了全新的品牌廣告及産品包裝，蒙牛首次切換形象，并打出“隻爲點滴幸福”的全新廣告語，對應的英文廣告語爲“little happiness matters”。蒙牛公司早前被(bèi)三聚氰胺等問題牛奶陰影籠罩，國内消費者本來就(jiù)懷疑其質量衛生安全問題，苦于通過新廣告詞改變消費者對蒙牛的新形象，據了解爲此，蒙牛花了很多資金重新設計新廣告詞，各大網站和微博進行宣傳，還登上了中央電視台，并且召開新聞發布會。但是這些投資在劣質英文翻譯面(miàn)前，我看是打了水漂了，至少英語客戶今後可能(néng)不會購買蒙牛産品了，因爲英語客戶認爲蒙牛對消費者不關心他們的幸福感受，這顯然不是蒙牛原來的初衷。
In 5 years ago, Mengniu advertisement translation as an example, the Mengniu company in Beijing released a new brand advertising and product packaging, Mengniu first switch image, and the slogan "only for the new ad bit of happiness, English advertising language corresponding to" little happiness matters". Mengniu milk melamine was earlier issues such as shadow, domestic consumers have doubts about its quality of health and safety issues, with changing consumer new image to Mengniu through the new ad, it is understood that, Mengniu spent a lot of money to design new advertisements, websites and micro-blog publicity, also appeared on the CCTV. And held a press conference. But these investments in front of inferior English translation, I think it is a boondoggle, at least in the future English customers might not buy Mengniu products, because consumers do not think of Mengniu English customer care about their feelings of happiness, this is obviously not the original intention of mengniu.
如果對翻譯沒有正确的認識，則不會有正确的譯文，思想決定行動，此爲因果使然。一家不真正重視用戶的公司，無論如何是無法提供用戶滿意的産品的。在社會分工越來越細化，在産品和信息全球化的今天，國際化的企業無不重視翻譯的專業價值，世界五百強的企業，都(dōu)對翻譯工作在設計時提供預算計劃，而且良好(hǎo)的翻譯使這些企業的産品插上騰飛的翅膀，漂洋過海，全球市場都(dōu)是它們的客戶。我們國家很多企業過去太重視國内市場，現在開始走向(xiàng)國際市場時，對翻譯不了解，對翻譯不重視，影響了産品和服務的國際銷售，這是教訓，需要重新認識翻譯在企業全球化中的定位和價值。
If there is no correct understanding of the translation, there will be no correct translation, thinking, decision action, this is causal. A company that does not really value its users can not, in any case, produce satisfactory products. In the social division of labor is more and more refined, in product and information globalization, the internationalization of enterprises all pay attention to the professional value of translation, the world's top five hundred enterprises, the budget plans for the translation work in the design, and good translation makes the products of these enterprises in the wings, across the oceans, the global market is their customers. Many enterprises in our country in the past too much attention to the domestic market, now began to enter the international market, do not understand the translation, do not attach importance to the translation, influence the products and services of international sales, this is a lesson, need to understand the translation in the enterprise in global positioning and value.
企業應該如何購買專業的翻譯服務
How should an enterprise buy a professional translation service?
首先，需要深刻理解“翻譯是專業服務”，“專業翻譯服務需要購買”，“專業翻譯服務價值不菲”。其次，需要向(xiàng)專業翻譯公司購買這種專業翻譯服務。其三，企業需要專職的語言質量負責團隊與專業翻譯公司協作，企業内部員工才能(néng)深刻理解企業産品的專業性。
First of all, it is necessary to deeply understand that translation is a professional service and that professional translation services need to be purchased, and that professional translation services are not worth much". Secondly, we need to buy this kind of professional translation service to professional translation companies. Third, enterprises need full-time language quality, responsible for the team and professional translation company collaboration, internal staff to understand the professionalism of enterprise products.
我國翻譯服務經過近20年的發展，已經有一批專業翻譯服務企業，他們爲全球500強企業提供了十幾年的翻譯經驗，值得國内走向(xiàng)國際市場的企業了解、重視和采購。翻譯是一項專業化非常強的工作和職位，如果企業要靠翻譯推動産品真正走向(xiàng)國際市場，建議企業設置“首席語言官”（Chief Language Officer，CLO）的職位，這是與産品總監等同的職位。
Our translation service after nearly 20 years of development, has a group of professional translation service enterprises, they provide more than ten years of translation experience in the world's top 500 enterprises, domestic enterprises to enter the international market is worth understanding, attention and purchasing. Translation is a very strong professional work and post translation if rely on enterprises to promote real products to the international market, that enterprises set up "chief Language Officer" (Chief Language, Officer, CLO) position, which is equivalent to the product director.
企業如何采購專業翻譯服務，可以借鑒國際企業的成(chéng)功經驗，了解企業産品的市場定位，目标市場的區域分布，理解對翻譯的質量要求，制定翻譯服務質量保證體系，建設内部和外部翻譯服務團隊，制定外部翻譯服務商的選擇和評估标準，通過流程、技術、團隊和資源保證翻譯服務的專業化和标準化，避免翻譯的低級失誤。中國市場知名的翻譯和本地化公司都(dōu)是值得國内公司關注、考察和購買翻譯服務的目标。
How to purchase professional translation services, can learn from the successful experience of international enterprises, understand the market orientation of the enterprise products, the regional distribution of the target market, understand the requirements for translation quality, making translation service quality assurance system, the construction of internal and external translation service group, standard selection and evaluation to develop external translation services, guarantee translation the professional services and standardization through the process, technology, team and resources to avoid mistakes in translation. The well-known translation and localization companies in the Chinese market are worthy of domestic companies' attention, inspection and purchase of translation services.
購買翻譯服務的幾個誤區
Several misunderstandings in buying translation service
購買翻譯服務是系統工程，需要正确認識，需要有采購流程，目的是保持質量、成(chéng)本和交付進度。認識問題比技術問題更重要，因此，需要避免幾個常見的認識誤區。第一，不要將(jiāng)翻譯工作直接包給廣告設計公司，廣告公司的設計創意很強，但是翻譯不是廣告公司的專業。第二，不要認爲翻譯就(jiù)是查詞典就(jiù)能(néng)得到好(hǎo)譯文，詞典是給不懂外語的普通讀者用來了解基本意思的，不能(néng)僅靠詞典做專業翻譯。第三，不要隻讓中國人做
中文翻譯成(chéng)外語的翻譯，需要找母語是目标語言（譯文語言）的專業人士翻譯或者
校對。第四，不要認爲隻要學習了外語，就(jiù)能(néng)做好(hǎo)翻譯服務。翻譯不僅需要語言，而且需要理解行業知識，例如如果翻譯人員不懂蒙牛牛奶的營養成(chéng)分，無法翻譯成(chéng)正确的英文。
Buying translation services is a systematic project that requires a correct understanding of the need to have a procurement process that is designed to maintain quality, cost, and delivery schedule. Understanding problems is more important than technical problems, so it is necessary to avoid several common misunderstandings. First, do not directly translate the work to the advertising design company. The advertising company has a strong creative design, but the translation is not the advertising company's major. Second, do not think that translation is to find a dictionary will be able to get a good translation, the dictionary is for foreign readers do not understand foreign language used to understand the basic meaning of the dictionary can not do professional translation. Third, don't just let the Chinese translate Chinese into foreign languages. You need to find a native speaker who is a target language translator. Fourth, do not think that as long as you learn a foreign language, you will be able to do translation service well. Translation requires not only language but also knowledge of the industry. For example, if the translator does not understand the nutritional elements of Mengniu milk, it can not be translated into correct english.
蒙牛廣告錯誤翻譯的問題與思考
Problems and Reflections on the translation of Mengniu's advertisement errors
蒙牛失敗的廣告語翻譯可能(néng)不是壞事(shì)，因爲它給國内更多需要購買翻譯的公司敲響了警鍾，不重視翻譯的企業在國際化的道(dào)路上要栽跟頭，這是早晚的問題，大小的問題。根本問題是要認識翻譯在企業國際化中的價值，并且與翻譯專業服務公司共同合作，借助翻譯使企業加速全球化，從中國走向(xiàng)世界。中國的翻譯行業和企業需要做好(hǎo)國内客戶的教育和引導，用專業的翻譯服務爲客戶提供良好(hǎo)的專業價值，與客戶企業共同成(chéng)長。
Mengniu failed advertisement translation may not be bad, because it need to buy more to the domestic translation company sounded the alarm, do not attach importance to the translation of the enterprise to come a cropper in the internationalization of the road, this is a matter of the size of the problem. The fundamental problem is to recognize the value of translation in the internationalization of enterprises and to work with translation professional service companies to help companies accelerate globalization and move from China to the world. China's translation industry and enterprises need to do a good job in the education and guidance of domestic customers, and provide professional value for customers with professional translation services, and grow together with customers and enterprises
這篇評論寫于5年前的2012年，評述了中國蒙牛公司國際化過程中，由于翻譯錯誤而引起(qǐ)企業形象受損，公司蒙受經濟損失的案例。5年後的今天，舊文重讀，發現中國企業“走出去”的需求更加旺盛，但是不重視翻譯的現象仍然存在。
The review, which was written 5 years ago in 2012, reviewed the case of the loss of corporate image in the process of internationalization of China Mengniu Corporation, which resulted in the loss of corporate image. 5 years later, the old man found Chinese stressed, "demand enterprises going out of the more exuberant, but do not pay attention to the translation of the phenomenon still exists.
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