論國際語言服務能力

——以老字號出海為例

打開文本圖片集

關(guān)鍵詞：中華老字號；國際語言服務能力；國際傳播能力；外語人才培養(yǎng)中圖分類號： H09 文獻標識碼：A 文章編號：1009-895X（2025）02-0111-07DOI： 10.13256/j.cnki.jusst.sse.240904441

International Language Service Competence -A Case Study of Chinese Heritage Brands

ZHAO Hong1， FANG Yuchen2 （1.SchoolofForeignLanguages，EastChinaUniversityofcienceandTechnology，anghai2o37，hina;2.aang Business School，Nanyang Technological University，Singapore 639956，Singapore）

Abstract： International language service for Chinese heritage brands （CHBs） refers to international communication in the area of cros-cultural branding. As a unique form of transcreation， the service is typically target-audience oriented and highlights subjectivity and innovation of the service providers. The current study investigates the international language service competence，i.e.the traits and skils required for successul service，and tentatively identifies 3 primary elements，namely language competence， discourse competence and technology competence， and 11 secondary elements. It lays the foundation for the development， teaching and performance assessment of CHB International Language Service.

Keywords： Chinese heritage brands （CHBs）； international language service competence； international communication capacity；cultivation of foreign language talents

近年來，越來越多的中國企業(yè)投身國際市場，開始步入以品牌力為導向的“出海”新階段，催生了跨國品牌傳播的新需求。（剩余9197字）