翻译服务的价值,翻译服务的重要性
发布者:上海翻译公司 发布时间：2017-8-17
翻译是什么？我认为是信息传播、文化传播、价值传播。对于企业而言，通过翻译将企业产品、企业文化、企业理念向不同语言、不同文化传统的客户传播，使得客户和用户了解企业、购买企业的产品和服务，因此，翻译的优劣代表着企业的公众形象。翻译无小事，不重视翻译的价值，在企业走向国际市场时，必然遭到国外用户的冷淡和抛弃。好的翻译是企业国际化的加速器，劣质翻译是企业形象的丑化剂。
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年前蒙牛广告语的翻译为例，当时蒙牛公司在北京发布了全新的品牌广告及产品包装，蒙牛首次切换形象，并打出“只为点滴幸福”的全新广告语，对应的英文广告语为“little happiness matters”。蒙牛公司早前被三聚氰胺等问题牛奶阴影笼罩，国内消费者本来就怀疑其质量卫生安全问题，苦于通过新广告词改变消费者对蒙牛的新形象，据了解为此，蒙牛花了很多资金重新设计新广告词，各大网站和微博进行宣传，还登上了中央电视台，并且召开新闻发布会。但是这些投资在劣质英文翻译面前，我看是打了水漂了，至少英语客户今后可能不会购买蒙牛产品了，因为英语客户认为蒙牛对消费者不关心他们的幸福感受，这显然不是蒙牛原来的初衷。
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.
如果对翻译没有正确的认识，则不会有正确的译文，思想决定行动，此为因果使然。一家不真正重视用户的公司，无论如何是无法提供用户满意的产品的。在社会分工越来越细化，在产品和信息全球化的今天，国际化的企业无不重视翻译的专业价值，世界五百强的企业，都对翻译工作在设计时提供预算计划，而且良好的翻译使这些企业的产品插上腾飞的翅膀，漂洋过海，全球市场都是它们的客户。我们国家很多企业过去太重视国内市场，现在开始走向国际市场时，对翻译不了解，对翻译不重视，影响了产品和服务的国际销售，这是教训，需要重新认识翻译在企业全球化中的定位和价值。
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.
企业应该如何购买专业的翻译服务
How should an enterprise buy a professional translation service?
首先，需要深刻理解“翻译是专业服务”，“专业翻译服务需要购买”，“专业翻译服务价值不菲”。其次，需要向专业翻译公司购买这种专业翻译服务。其三，企业需要专职的语言质量负责团队与专业翻译公司协作，企业内部员工才能深刻理解企业产品的专业性。
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.
我国翻译服务经过近20年的发展，已经有一批专业翻译服务企业，他们为全球500强企业提供了十几年的翻译经验，值得国内走向国际市场的企业了解、重视和采购。翻译是一项专业化非常强的工作和职位，如果企业要靠翻译推动产品真正走向国际市场，建议企业设置“首席语言官”（Chief Language Officer，CLO）的职位，这是与产品总监等同的职位。
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.
企业如何采购专业翻译服务，可以借鉴国际企业的成功经验，了解企业产品的市场定位，目标市场的区域分布，理解对翻译的质量要求，制定翻译服务质量保证体系，建设内部和外部翻译服务团队，制定外部翻译服务商的选择和评估标准，通过流程、技术、团队和资源保证翻译服务的专业化和标准化，避免翻译的低级失误。中国市场知名的翻译和本地化公司都是值得国内公司关注、考察和购买翻译服务的目标。
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.
购买翻译服务的几个误区
Several misunderstandings in buying translation service
购买翻译服务是系统工程，需要正确认识，需要有采购流程，目的是保持质量、成本和交付进度。认识问题比技术问题更重要，因此，需要避免几个常见的认识误区。第一，不要将翻译工作直接包给广告设计公司，广告公司的设计创意很强，但是翻译不是广告公司的专业。第二，不要认为翻译就是查词典就能得到好译文，词典是给不懂外语的普通读者用来了解基本意思的，不能仅靠词典做专业翻译。第三，不要只让中国人做
中文翻译成外语的翻译，需要找母语是目标语言（译文语言）的专业人士翻译或者
校对。第四，不要认为只要学习了外语，就能做好翻译服务。翻译不仅需要语言，而且需要理解行业知识，例如如果翻译人员不懂蒙牛牛奶的营养成分，无法翻译成正确的英文。
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.
蒙牛广告错误翻译的问题与思考
Problems and Reflections on the translation of Mengniu's advertisement errors
蒙牛失败的广告语翻译可能不是坏事，因为它给国内更多需要购买翻译的公司敲响了警钟，不重视翻译的企业在国际化的道路上要栽跟头，这是早晚的问题，大小的问题。根本问题是要认识翻译在企业国际化中的价值，并且与翻译专业服务公司共同合作，借助翻译使企业加速全球化，从中国走向世界。中国的翻译行业和企业需要做好国内客户的教育和引导，用专业的翻译服务为客户提供良好的专业价值，与客户企业共同成长。
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
这篇评论写于5年前的2012年，评述了中国蒙牛公司国际化过程中，由于翻译错误而引起企业形象受损，公司蒙受经济损失的案例。5年后的今天，旧文重读，发现中国企业“走出去”的需求更加旺盛，但是不重视翻译的现象仍然存在。
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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