企业网页翻译是一种以消费者为导向的营销活动,其本质与广告翻译相同,都是大众传媒的一种手段。企业网页翻译过程中应充分考虑潜在消费者的心理期待、消费需求、美学认知和文化价值传统,遵循翻译过程中的吸引注意、诱发情感、营销传播等翻译原则,只有这样才能实现国内企业与世界经济接轨,有实效地实现海外营销。 Corporate website translation is a consumer-oriented marketing campaign whose essence is the same as that of advertisement translation and is a means of the mass media. Corporate website translation process should take full account of potential consumers psychological expectations, consumer demand, aesthetic awareness and cultural traditions of value, follow the translation process to attract attention, induce emotions, marketing communications and other translation principles, the only way to achieve domestic enterprises and The world economy with the actual implementation of overseas marketing.