题目：
Features and Translation of English Vocabulary in Crossborder Ecommerce Platforms
跨境电商中英语词汇特点翻译
Features and Translation of English Vocabulary in Crossborder Ecommerce Platforms
by
Under the Supervision of
Professor Tan Zan
Submitted in Partial Fulfillment of the Requirements
For the Degree of Bachelor of Arts
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I declare that this document embodies the results of my own work and that it has been composed by myself Following normal academic conventions I have made due acknowledgement of the work of others I am fully aware of the legal consequences of this statement
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摘
跨境电子商务具全球性时性纸化快速演进等特征 已成国国际贸易新方式新手段文分析跨境电商中产品信息发布商品推广两部分探讨英语词汇关键词品牌文化差异等方面翻译技巧提出商品标题译文需选择关键词进行翻译 量专业术语词汇 植入周热搜词飙升词
关键词 跨境电商商务英语英语词汇翻译技巧
ASTRACT
Crossborder ecommerce which has become a new means of international trade in China possesses characteristics as follows global intangible immediacy paperless and rapid evolutionThis essaypaper analyzes the product information release and commodity promotion in crossborder ecommerce explores the translation techniques of English vocabulary in terms of keywords brands cultural differences and puts forward that the translation of the commodity title should be translated by selecting keywords using the term vocabulary as much as possible and implanting the hot search words and soaring words during the week
Key words：Crossborder ecommerce Business English English vocabulary Translation skills
Contents
1 INTRODUCTION 1
11 The Purpose and Significance of the Thesis Research 1
12 Documentary Review 1
121 The status of research 2
122 Comments 2
13 The Current Situation of Research at Home and Abroad 3
131 Status of overseas research 3
132 Status of domestic research 4
14 Innovative Ideas for this Essay 5
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM 6
21 Status of the Application of Crossborder Ecommerce 6
211 Product information publishing 6
212 Merchandise promotion 7
22 Problems in English application of crossborder ecommerce platform 8
221 Not prominent keywords 8
222 No features of brand 9
223 Impact of cultural differences 11
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS 14
31 Faithfulness 14
32 Unanimous 15
4 Effective Translations Skills in CrossBoarder Ecommerce 16
41 Keyword Search Associated with Hot Search Words 17
42 Soaring Words Valued 18
Conclusion 19
REFERENCES 20
ACKNOWLEDGMENTS 21
1 INTRODUCTION 1
11 The Purpose and Significance of the Thesis Research 1
12 Documentary Review 1
121 The status of research 2
122 Comments 2
13 The Current Situation of Research at Home and Abroad 3
131 Status of foreign research 3
132 Status of domestic research 4
14 Innovative Ideas for this Article 5
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM 7
21 Status of the Application of Crossborder Ecommerce 7
211 Product information publishing 7
212 Merchandise promotion 8
22 Problems in English application of crossborder ecommerce platform 9
221 Not prominent keywords 9
222 No features of brand 10
223 Impact of cultural differences 12
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS 15
31 Faithfulness 15
32 Unanimous 16
4 Effective Translations Skills in CrossBoarder Ecommerce 18
41 Keyword Search Associated with Hot Search Words 18
42 Soaring Words Valued 19
Conclusion 21
REFERENCES 22
ACKNOWLEDGMENTS 23
1 INTRODUCTION
11 The Purpose and Significance of the Thesis Research
China＇s rapid economic development and important role in international trade have made crossborder ecommerce a major form of China＇s international trade The significance of English vocabulary in crossborder ecommerce platform is an important part of specialpurpose English The language part of crossborder ecommerce platform tends to be rich and the foreign language web pages are gradually improved As an international language English is very important In the English interface of China＇s crossborder ecommerce website the main translation is machine translation and manual translation Traditional machine translation can only be done by verbatim translation due to lack of emotion and thinking often lead to mistranslation and literal translation Some complex sentences have problems of repetition or omission caused by grammatical errors and the vital vocabulary is not prominent Secondly cultural factors are also important in web page translation Each country has a unique culture If there is no deep understanding of the target country＇s cultural background and direct translation translation mistakes are certain This will result in the product could not enter the target market and it is difficult to be accepted by consumers
12 Documentary Review
On account of the research on the current situation of crossborder ecommerce platforms it analyzes and sorts out the academic opinions on English vocabulary
121 The status of research
In recent years the rapid development of crossborder ecommerce has made consumption trade services and small and mediumsized enterprises globalized Crossborder ecommerce with the Internet platform as the new business model has become a new engine for the development of China＇s economy and even the world economy and a new model for industrial upgrading This has played an important role in promoting sustained innovation invigorating industries and strengthening global connectivity and has increasingly become a growth point for the world economy In line with statistics China＇s crossborder ecommerce retail transactions reached 7512 billion yuan in 2015 with a turnover of 630 billion yuan in 2016 By 2020 China＇s crossborder ecommerce transactions are expected to reach 12 trillion yuan accounting for about 376 of China＇s total imports and exports and crossborder ecommerce retail exports will reach about 216 trillion yuan with the average annual growth rate was 34 Crossborder ecommerce has set up a free open and mutually beneficial global trade platform ecommerce platform for its unique characteristics Unlike ordinary English there are more specialized vocabularies to improve the user＇s shopping experience plays an important role in these English words to ESP (English for Special) language research and use of information and materials has draw more and more scholars＇ attention
122 Comments
The preliminary research in China provides valuable experience and ideas for the further exploration of the phenomenon of language failure of English business website Of course these early study also have some problems One is the presentation of fragmented investigation The existing research results only focus on the individual English grammar expression or translation anomie phenomenon of enterprise website Because the study did not start long few linguistic examples were collected Second there is a lack of international language construction Only from the national point of view to consider the problem of simple language cut off from the outside world It does not compare and analyze the popular language characteristics and styles of foreign mainstream ecommerce English web pages and does not deeply explore the root of the phenomenon of anomie Third there is no interdisciplinary and diversified approach to research The subject is interdisciplinary and research methods also need to be interdisciplinary and diverse In terms of research methods the practical utility and value of English language are not considered from the perspective of language economics and consumer psychology and research methods need to be refined Alone from the static language itself to investigate not from the consumer psychology market feedback and other dynamic perspective to investigate the usefulness of the website language Fourth there is no macrolevel study on how to regulate the network of business English expression Most of the existing research focuses on the micro perspective case study without integrity and systematicness
Foreign literature explores the feasibility of crossborder English websites from the fields of consumer psychology and economics showing allround and diversified characteristics but there is little literature on the study of language features and language from the point of view of anomie of China
13 The Current Situation of Research at Home and Abroad
At present many scholars at home and abroad have shown great interest in and studied the application of English in the new crossborder ecommerce industry
131 Status of overseas research
Ecommerce originated in the United States and onethird of the US domestic market was controlled by ecommerce and established ecommerce companies such as American Online Yahoo and Ebay began making money in 1995 Amazon＇s sales in the second quarter of 2014 exceeded 19 billion grew by more than 20 over the same period Tribal DDB the network communications arm of DDB a world＇s leading multinational advertising agency has commissioned a professional market research firm to conduct China＇s first largescale enterprise website performance survey Its results show that most Chinese enterprises＇ website image is inferior to the corporate image and the unity and consistency of the two also have a big problem
Among foreign crossborder ecommerce Amazon and Dell combine the core business of the network and the enterprise add value to customers provide customers with ease of shopping and focus on the customer＇s shopping experience There are different scholars who suggest that the translation of English website is one of the kinds of international marketing and think that the translation of good English website must know as much as possible about international marketing methods and the expectations of foreign consumers Some people also analyze the language translation of business website from the perspective of cultural differences and suggest that translators should take into account the functionality and practical communication effect of the target English web page
132 Status of domestic research
At present China＇s crossborder ecommerce has a growing influence on the international trade market in order to further expand the actual impact in the international trade market crossborder ecommerce companies and enterprises in different languages around the world to invest a lot of money to take marketing measures English is the best in the world language so English is also widely used on crossborder ecommerce platform It also works perfectly
Duan Yongyan according to the characteristics of English words in foreign ecommerce platform English vocabulary has some of its own characteristics first of all high level of expertise in the crossborder ecommerce platform the use of very strict professional vocabulary (20193941)
Zhang Jiazhen also proposed in the crossborder ecommerce platform in the English vocabulary characteristics Crossborder ecommerce platform English vocabulary requires the use of words professional concise avoid the use of exaggeration metaphor and other methods try to avoid the use of vague words Crossborder ecommerce platform has special characteristics reflected in the use of acronyms foreign words ancient words and so on (2018147148)
Yao Yijing and Wu Ronglan mentioned in the crossborder ecommerce platform commodity translation skills that commodity title translation should highlight their own brand and choose the key words with less effort and the right one In translating English vocabulary we should define the audience avoid the local shortage of translation language and avoid the translation methods such as mistranslation mixed translation and bad translation
14 Innovative Ideas for this EssayArticle
Crossborder ecommerce is based on the development of the network the network space is a new space relative to physical space The unique value standard and behavior pattern of cyberspace deeply affect crossborder ecommerce showing their own characteristics different from the traditional way of trading Recently crossborder ecommerce has not only broken through barriers between countries bringing international trade towards borderless trade but it is also causing great changes in world economic trade For enterprises the open multidimensional and threedimensional model of multilateral economic and trade cooperation built by crossborder ecommerce has greatly broadened the path to international markets and greatly promoted the optimal allocation of multilateral resources and mutual benefit and winwin situation between enterprises Crossborder ecommerce makes it easy for them to access information from other countries and to buy good value for money As a different way of trading from the traditional model there are many aspects to learn from it This paper studies the key words in the crossborder ecommerce platform
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM
21 Status of the Application of Crossborder Ecommerce
In crossborder ecommerce platforms English is mainly used in product information release and commodity promotion
211 Product information publishing
Amazon is the most famous ecommerce platform where product information is published by uploading products The purpose of releasing product information is to attract the attention of customers so that they can order and achieve the purpose of sales On the crossborder ecommerce platform the release of product information includes pictures titles descriptions selling points keywords prices logistics and other important information Among them the most important thing for product information release is that in the operation process of crossborder ecommerce platform most of the traffic of online stores comes from the natural search method of buyers Buyers search for the products and services they want through all kinds of keywords in the search engine and then enter the store through relevant links to let buyers stay to browse and transform the purchase through a variety of product description to attract
In all kinds of mainstream crossborder ecommerce platforms information such as keywords and product descriptions plays an important role in product search rankings and purchase conversions The keywordtag factor determines whether the buyer will see you in the search results and the product description determines whether the buyer is willing to buy your product or service The optimization of product keywords and descriptions can improve the ranking of your site and product in search results and the website can also provide more similar results to search buyers based on the content of your results Therefore keywords and description information are the basis of the product
Whether it is the core keywords commonly used in product comparison or the product industryspecific longtail edgy keywords are the focus of the relevant search results Good keywords are to bring product search volume click rate of strong guarantee but also the most favorable guarantee of product exposure Therefore the key words and description of the product set up is very direct to the sales of the shop which is a cause and effect
212 Merchandise promotion
It is well known that promotion has become an indispensable step for crossborder ecommerce After all if the product isn＇t promoted especially if it＇s new then it probably won＇t have any exposure Then the promotional goods are mainly displayed in the form of search engine promotion video marketing community marketing shopping website and so on
Drainage is a core point of the operating platform so the general seller only do the station drainage is far from enough Because many people who buy commodities on the platform enter through other platforms through drainage and search so when the store traffic is not enough external drainage is essential Therefore the promotion of search engine is essential for many sellers On search engines keywords can be short or long tail types The former usually leads to more sales but it also creates fierce competition The latter is more specific so there is less competition and relatively few searches but all combinations of longtail keywords could end up generating the same amount of traffic and revenue as the shorttail Both are bound to appear in the search engine Don＇t doubt that keywords are the most important
The appearance of shopping guide websites means that products have been marketed to a specific group of people Advertising is the diversion in the guide website In the highly competitive crossborder ecommerce platform personalized information transmission is necessary to stand out Only by knowing the target audience and using specific information can the seller make a sale
22 Problems in English application of crossborder ecommerce platform
As crossborder ecommerce continues to open up the international market English is being used more and more frequently In particular we should focus on the impact of key words brands and cultural differences
221 Not prominent keywords
Everyone in crossborder ecommerce knows the importance of keywords Choosing the right keywords customers will search our products so that can improve the listing traffic With traffic orders come naturally When keywords are not good and listing no traffic how can there be orders Sellers generally need to upload a lot of products which is numerous and trivial in order to capture traffic Translation software is often used for translation so that keywords are not focused so the collection of traffic keyword infringement and a series of problems slowly emerge
Keywords are also divided into three categories including broad keywords core keywords and long tail keywords The relationship between these three categories is inclusive and independent For example in the Listing for uploading new products the mobile Power can be used to describe the same kind of goods with three words Power Bank External Battery and Portable Charger which are independent and unrelated core keywords However if there is a mobile Power supply of 10000mAH Power Bank in the mobile Power supply it means that it is a mobile Power supply of large capacity which will be searched by some users who have special requirements for mobile Power supply Then this word becomes a longtail keyword but it is also correlated with other two keywords External Battery and Portable Charge For example Watches is a wide range of keywords but Men＇s watches for a core keyword Similarly Men＇s Military Watches are a long tail keyword Therefore the relationship between these three keywords is mutually contained and the scope is gradually narrowed but also more and more accurate Regardless of the relationship between keywords the first step for sellers is to fully understand their products and then collect the keywords of the products Then according to the actual situation these keywords will be published in a suitable effective and smooth way to the title translation of product Listing Keywords must be selected to complete at the same time the layout can not be ignored The title of the item should contain as much key information about the item as possible but that doesn＇t mean the title is as long as possible More and more crossborder ecommerce platforms restrict the length of titles Amazon the ecommerce giant has made major changes to its search optimization (SEE) feature which mainly affects Hidden Keywords Amazon＇s help page explains keywords in terms of objects allowing sellers to add hidden keywords to products These Keywords must be Generic Keywords used to increase the probability of product discovery For example if you＇re selling headphones you can set the synonyms for hidden earphones and earbuds and these hidden keywords don＇t limit the length And amazon has now changed its policy to limit the length of hidden keywords to improve the quality of direct results
222 No features of brand
Brand as the name implies is the brand of quality Of course Quality refers to the quality of products and services And the brand that we say commonly it is the cognition degree that points to consumer to product and product series There is another interpretation brand is people＇s evaluation and recognition of an enterprise and its products aftersales service cultural value and is a kind of trust
Brand has been a commodity comprehensive quality of the embodiment and representative When people think of one brand it is always associated with fashion values and culture Enterprises constantly create fashion and cultivate culture when creating brands As enterprises grow stronger and bigger they constantly upgrade from low added value to high added value and turn to the highlevel transformation of product development advantage product quality advantage and cultural innovation advantage
Only when the brand culture is recognized and accepted by the market can the brand generate its market value and reflect its strong added value Brand is a set of specific characteristics benefits and services that the seller provides to the buyer for a long time
Longterm offer that is to say the brand is in the consumption of the cognitive degree A lot of brands are to go through a long time of accumulation a long time of service a long time of service and so on Brand consumption in such a process is slowly recognized recognized to the choice
At this point you might think that this is more appropriate in a real business they might not be In the age of the Internet network companies and ecommerce companies should pay more attention to the construction and dissemination of their own brands Because the network spreads faster it can explode the whole network at any time let more people know and complete the cognitive process faster Like many large ecommerce enterprises they are successful in promoting spreading and protecting their brands
In addition crossborder ecommerce platforms will formulate branding rules to distinguish between different sellers products and traffic Branding is conducive to the competition between the sellers and the protection of their own interests and the platform will certainly support the brand side of all behavior The big platforms are gradually cleaning up individual sellers and small sellers amplifying the freedom of professional sellers which is actually a trend to support branding Under the same products functions and performance brands can bring stories and situations in order to increase the ownership and brand recognition of users strengthen the power and appeal of brands and thus bring the virtual value of brands so as to increase the price of products The product with brand is the transcendence of another intangible asset under the same conditions of supply scale strength product and sale among the sellers What it brings is another dimension of competition enhancement which conforms to the competitive orientation expected by buyers and platforms and also improves the brand professional image and product quality definition
223 Impact of cultural differences
Most consumers tend to avoid uncertain or unfamiliar things Consumers have insufficient cognition of foreign goods so they have a certain defense psychology towards foreign goods Contemporary consumers pay more attention to professional contents related to products Consumers in western countries pay more attention to the quality of products and they have higher requirements on the packaging labels packaging and instructions of products Consumers in Africa and Asia however are more concerned about price In the crosscultural environment crossborder ecommerce needs to enhance the connectivity between products and users and it needs to adopt targeted marketing activities and adopt appropriate ways to guide consumers＇ cognition On the basis of the close thinking mode the business can achieve the goal of consumer recognition
The collectivist state or the individualistic state has a great influence on the consumer＇s concept Usually the consumers of individualistic countries are full of distinct personality characteristics Consumers hope to get products that are suitable for them and creative products In countries dominated by the doctrine of rights consumers take respect for others as the premise and the selection of products is mainly about the suitability and appropriateness Therefore standardization is an important part of influencing consumers The United States emphasizes individuality while China emphasizes collectivity
Temperament mainly refers to the individual psychological characteristics of consumers manifested as the intensity and speed of psychological activities The different temperament types of consumers are characterized by their unique activity modes and performance methods To a large extent masculinity and femininity affect the sales strategy Personalized products that symbolize male authority throughout the automotive electronics and operations industries are more acceptable in masculine countries And handicraft the product of the artistic line such as home decoration industry is accepted more easily by the country of feminine tendency Crossborder ecommerce marketing should focus on the unique temperament of consumers in the target countries to develop marketing strategies
When a country maintains a longterm and stable trade relationship with another country the consumption habits of the two countries will be closer When the trade direction is consistent the trade needs will be more similar and the greetings will be more frequent When there is less interaction between two countries or regions the demand between them is lower so the development of bilateral trade is slower Therefore it will affect the marketing of ecommerce platform If the bilateral trade lasts for a long time consumers＇ consumption habits and consumption cognition will converge Moreover it can promote indepth and effective cooperation between online platforms and offline local enterprises to achieve the winwin goal
The price difference of crossborder ecommerce is the premise However the comprehending of crossborder ecommerce the method of transformation and the direction of entrepreneurship are actually based on the insight into new scenarios Why come back with a toilet seat in Japan This actually hides our pursuit of product quality Moreover behind these consumption patterns is the rise of the globalization of scene ecommerce In today＇s youth life there are circles of friends cars yoga etc and the products surrounding these aspects are bound to have a market
At the heart of crossborder ecommerce is the culture of consumers To buy a computer in the United States you need to go to the website of each brand to buy and China onestop solution This is the difference in consumption habits of countries Similarly for manufacturing to seize the opportunity of Internet + crossborder ecommerce it is necessary to study and compare the cultural and language systems of different regions in the world and consider the consumption culture and behavior pattern of this country In fact crossborder ecommerce is the profit space generated by information asymmetry in view of consumer behavior and psychology Customized production can make enterprises have differentiated competitiveness which can shape the core competitiveness of the brand strengthen the interaction with users and increase user stickiness but the premise is to meet the needs of users which requires the study of user psychology Crossborder ecommerce also needs a complete and integrated ecological chain to support it which has become more mature It is believed that in the next three to five years crossborder ecommerce like today＇s ecommerce will produce a comprehensive service platform There will also be vertical platforms that form China＇s entire ecosystem to the world
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS
31 Faithfulness
In many translations faithfulness has always been a concern Edmond Garry famous French translator and translation theorist maintains that the issue of faithfulness in translation has been running through thousands of years of translation history As a famous American translation theorist Nida believes that translation is the most appropriate and natural language to convey the information of the source language The first is content the second is form Yan fu a Chinese scholar put forward the translation criteria of Faithfulness Expressiveness and Elegance Thus it can be seen that both translation theorists and translators as well as both Chinese and westerners follow the principle of faithfulness Therefore the principle of fidelity is indispensable in translation
The most basic methods of translation are literal and free translation Free translation is used to faithfully express the ideological content of the original work and reproduce the artistic effect of the original work Literal translation is a translation method that preserves both the content and the form of the original text while free translation only preserves the content of the original text If the translation and the original often have the same form reflect the same content produce the same effect Literal translation is the best
The first principle to be followed in the English vocabulary of ecommerce platforms is the principle of loyalty Translation should be faithful not only to the original but also to the style of the original British and Americans speak English but each country may use different keywords in search engines and different words for the same product For example in the same search for pants British shoppers might type the word trousers to browse while Americans might type pants to browse If you only consider keywords used by UK customers if US buyers use different search terms they may not be able to find your product When you translate the product consider the keywords used by the buyer It may be a linguistically sound translation but it is not the key word that the buyer enters when browsing the product For example the cellphone translates from English to German as das handy Germans however may not use the word das handy when buying a smartphone Instead they might use words like Android iPhone or smartphone
32 Unanimous
In English vocabulary translation we should also pay attention to the concept of vocabulary the principle of uniform names should be maintained do not change at will Disputes over shoe Numbers for example have plagued Aliexpress＇s website Currently there are four international shoe sizes English (UK) American (US) European (EUR) and international standard shoe sizes (MIM) Many sellers are inconsistent in size translation which affects the user experience and the image of the seller Therefore in order to safeguard the interests of merchants and provide better shopping experience for crossborder ecommerce platform buyers we must pay attention to the unification of English vocabulary translation In product details we should pay attention to the principle of uniformity do not use the British system for a while for a while to use the American system to use a unified foreign standard
For the translation of English words the emphasis is on the concept of words Consistency of names is crucial Do not carry on the random string change which must guarantee the consistency principle Don’t change it randomly For example disputes over shoe sizes have been a constant irritant Currently there are four common shoe sizes in the world English UK Us European and international standard shoe sizes (MIM) Most of the sellers are inconsistent with the size translation which reduces the user experience and the actual image of the buyer Therefore in order to safeguard the interests of various parties and provide more and more comprehensive practical experience services for customers of crossborder ecommerce platforms it is necessary to pay attention to the consistency of English vocabulary translation
4 Effective Translations Skills in CrossBoarder Ecommerce
41 Keyword Search Associated with Hot Search Words
Hot search keywords called hot search queries refers to the site from the search engine to bring the most traffic to a few or dozens of keywords Popular search keywords usually reflect the events and popular topics in a period of time
Key words are undoubtedly the focus of attracting buyers＇ attention Good keywords can bring high exposure high traffic sales naturally follow Different people have different ways to find key words Some basic rules for writing key words key words should be words or phrases not long sentences Five key words are as far as possible to fill the more in front of the proportion is greater so the more important key words to fill in the more in front Do not use commas quotation marks between keywords but Spaces Like phone case phone cover Keywords that appear in the title do not need to be repeated when filling in the keyword which does not increase the chance of being searched Several methods to obtain keywords according to the characteristics of the product to write some relevant keywords search on amazon in the search results page will have some amazon recommended relevant keywords these keywords can be used for reference Search on Ebay Aliexpress other platforms in Dunhuang and it will also have some relevant keyword recommendations which can be available for reference
Get keywords several ways according to the characteristics of the product to write some related keywords search on Amazon in the search results page will have some Amazon recommended related keywords these keywords can be used for reference Go to Ebay express sales Dunhuang＇s other platform to search it will also have some related keyword recommendations these can be referential
Keyword search optimization has been a lot of small seller＇s difficulties How to optimize the flow of the store healthy growth You strive to optimize search terms for all of your products You should use the detailed name of the product Do not repeat overlaying keywords If you already have blue in the product name please do not write blue in the search term It doesn＇t increase the chance that your product will be searched Don＇t deliberately add words or brands that are not related to your product in order to rank high in the search rankings Spell English correctly The words of the product name should be arranged according to certain rules Like a big plush teddy bear instead of a big teddy bear Try not to use abbreviations that the buyer doesn＇t understand
42 Soaring Words Valued
In crossborder ecommerce platforms listing needs to be updated and optimized every week to achieve the purpose of drainage Listing＇s update requires the seller to replace the keywords Keyword search are through the peer merchandise listing to collect keywords
Seller Elf antifind keywords is the ASIN traffic words and in order by the amount of traffic brought in the higher the number of words to the ASIN brought the greater exposure For example your product is a warmup package the user search insulated lunch bag turn to page 3 to see the product the keyword is the traffic word of the competition If a user searching for lunch bag may also see the product the word is also a traffic word because it also brings exposure to the product
And traffic words are not the key words extracted from the product Title or Search Term but from the user＇s search behavior to extract the keywords more accurate positioning of the buyer＇s shopping needs Therefore in doing Listing optimization should be based on the traffic words of goods select the key words suitable for their listing the keywords penetrate into the product elements as well as outside the promotion of drainage in the URL to set the best keywords in the CPC advertising based on the traffic words to targeted delivery It is recommended to investigate at least 10 or more Listing traffic words and find the core words for this product to confirm the main keyword Click on the keyword＇s monthly search volume you can also see the keyword search trend in the last two years
Seasonal products can be based on each keyword different time period of search heat for keyword optimization For example cave slippers summer time can be the main push beach sandals and into the autumn can be the main push indoor slippers
Conclusion
In a word crossborder ecommerce vocabulary belongs to the emerging category of specialpurpose English Translation has its unique characteristics and principles which must consider fidelity unity and consistency In the process of translation involving crosslanguage crosscultural content which requires translators not only to have solid basic language skills but also crossborder ecommerce professional knowledge What is the most important is to have a high sense of responsibility more learning and more survey not perfunctory to cope with to be competent so that products in the rapid development of crossborder ecommerce in the wave of firm To meet the Chinese people＇s consumption demand for foreign products and domestic merchants to the international market going out demand to drive the development of crossborder ecommerce
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[15] Zhou Xian [周娴]浅谈带路背景跨境电商商品介绍中英翻译[J]江西电力职业技术学院学报201831(10)147148+150
ACKNOWLEDGMENTS
This research and degree thesis was completed under the cordial care and careful guidance of my tutor Tan Zan Her serious scientific attitude rigorous academic spirit excellence in the style of work deeply infected and inspired me Tan Zan not only gave me careful guidance in my studies but also gave me unfailing care in thought and life and I would like to extend my sincere thanks and high respect to Tan Zan I would also like to thank the students who have enjoyed a pleasant stay together in the graduation thesis group it is because of your help and support I can overcome one difficulty and doubt until the successful completion of this article
In the paper is about to be completed my mood can not be calm from the beginning to enter the topic to the successful completion of the paper how many respectable teachers classmates friends gave me silent help please accept my sincere thanks here Finally I would like to thank the parents who grew up with hard work thank you
Finally once again to care for and help me teachers and students to express heartfelt thanks
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Features and Translation of English Vocabulary in Crossborder Ecommerce Platforms
跨境电商中英语词汇特点翻译
Features and Translation of English Vocabulary in Crossborder Ecommerce Platforms
by
Under the Supervision of
Professor Tan Zan
Submitted in Partial Fulfillment of the Requirements
For the Degree of Bachelor of Arts
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I declare that this document embodies the results of my own work and that it has been composed by myself Following normal academic conventions I have made due acknowledgement of the work of others I am fully aware of the legal consequences of this statement
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摘
跨境电子商务具全球性时性纸化快速演进等特征 已成国国际贸易新方式新手段文分析跨境电商中产品信息发布商品推广两部分探讨英语词汇关键词品牌文化差异等方面翻译技巧提出商品标题译文需选择关键词进行翻译 量专业术语词汇 植入周热搜词飙升词
关键词 跨境电商商务英语英语词汇翻译技巧
ASTRACT
Crossborder ecommerce which has become a new means of international trade in China possesses characteristics as follows global intangible immediacy paperless and rapid evolutionThis essaypaper analyzes the product information release and commodity promotion in crossborder ecommerce explores the translation techniques of English vocabulary in terms of keywords brands cultural differences and puts forward that the translation of the commodity title should be translated by selecting keywords using the term vocabulary as much as possible and implanting the hot search words and soaring words during the week
Key words：Crossborder ecommerce Business English English vocabulary Translation skills
Contents
1 INTRODUCTION 1
11 The Purpose and Significance of the Thesis Research 1
12 Documentary Review 1
121 The status of research 2
122 Comments 2
13 The Current Situation of Research at Home and Abroad 3
131 Status of overseas research 3
132 Status of domestic research 4
14 Innovative Ideas for this Essay 5
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM 6
21 Status of the Application of Crossborder Ecommerce 6
211 Product information publishing 6
212 Merchandise promotion 7
22 Problems in English application of crossborder ecommerce platform 8
221 Not prominent keywords 8
222 No features of brand 9
223 Impact of cultural differences 11
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS 14
31 Faithfulness 14
32 Unanimous 15
4 Effective Translations Skills in CrossBoarder Ecommerce 16
41 Keyword Search Associated with Hot Search Words 17
42 Soaring Words Valued 18
Conclusion 19
REFERENCES 20
ACKNOWLEDGMENTS 21
1 INTRODUCTION 1
11 The Purpose and Significance of the Thesis Research 1
12 Documentary Review 1
121 The status of research 2
122 Comments 2
13 The Current Situation of Research at Home and Abroad 3
131 Status of foreign research 3
132 Status of domestic research 4
14 Innovative Ideas for this Article 5
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM 7
21 Status of the Application of Crossborder Ecommerce 7
211 Product information publishing 7
212 Merchandise promotion 8
22 Problems in English application of crossborder ecommerce platform 9
221 Not prominent keywords 9
222 No features of brand 10
223 Impact of cultural differences 12
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS 15
31 Faithfulness 15
32 Unanimous 16
4 Effective Translations Skills in CrossBoarder Ecommerce 18
41 Keyword Search Associated with Hot Search Words 18
42 Soaring Words Valued 19
Conclusion 21
REFERENCES 22
ACKNOWLEDGMENTS 23
1 INTRODUCTION
11 The Purpose and Significance of the Thesis Research
China＇s rapid economic development and important role in international trade have made crossborder ecommerce a major form of China＇s international trade The significance of English vocabulary in crossborder ecommerce platform is an important part of specialpurpose English The language part of crossborder ecommerce platform tends to be rich and the foreign language web pages are gradually improved As an international language English is very important In the English interface of China＇s crossborder ecommerce website the main translation is machine translation and manual translation Traditional machine translation can only be done by verbatim translation due to lack of emotion and thinking often lead to mistranslation and literal translation Some complex sentences have problems of repetition or omission caused by grammatical errors and the vital vocabulary is not prominent Secondly cultural factors are also important in web page translation Each country has a unique culture If there is no deep understanding of the target country＇s cultural background and direct translation translation mistakes are certain This will result in the product could not enter the target market and it is difficult to be accepted by consumers
12 Documentary Review
On account of the research on the current situation of crossborder ecommerce platforms it analyzes and sorts out the academic opinions on English vocabulary
121 The status of research
In recent years the rapid development of crossborder ecommerce has made consumption trade services and small and mediumsized enterprises globalized Crossborder ecommerce with the Internet platform as the new business model has become a new engine for the development of China＇s economy and even the world economy and a new model for industrial upgrading This has played an important role in promoting sustained innovation invigorating industries and strengthening global connectivity and has increasingly become a growth point for the world economy In line with statistics China＇s crossborder ecommerce retail transactions reached 7512 billion yuan in 2015 with a turnover of 630 billion yuan in 2016 By 2020 China＇s crossborder ecommerce transactions are expected to reach 12 trillion yuan accounting for about 376 of China＇s total imports and exports and crossborder ecommerce retail exports will reach about 216 trillion yuan with the average annual growth rate was 34 Crossborder ecommerce has set up a free open and mutually beneficial global trade platform ecommerce platform for its unique characteristics Unlike ordinary English there are more specialized vocabularies to improve the user＇s shopping experience plays an important role in these English words to ESP (English for Special) language research and use of information and materials has draw more and more scholars＇ attention
122 Comments
The preliminary research in China provides valuable experience and ideas for the further exploration of the phenomenon of language failure of English business website Of course these early study also have some problems One is the presentation of fragmented investigation The existing research results only focus on the individual English grammar expression or translation anomie phenomenon of enterprise website Because the study did not start long few linguistic examples were collected Second there is a lack of international language construction Only from the national point of view to consider the problem of simple language cut off from the outside world It does not compare and analyze the popular language characteristics and styles of foreign mainstream ecommerce English web pages and does not deeply explore the root of the phenomenon of anomie Third there is no interdisciplinary and diversified approach to research The subject is interdisciplinary and research methods also need to be interdisciplinary and diverse In terms of research methods the practical utility and value of English language are not considered from the perspective of language economics and consumer psychology and research methods need to be refined Alone from the static language itself to investigate not from the consumer psychology market feedback and other dynamic perspective to investigate the usefulness of the website language Fourth there is no macrolevel study on how to regulate the network of business English expression Most of the existing research focuses on the micro perspective case study without integrity and systematicness
Foreign literature explores the feasibility of crossborder English websites from the fields of consumer psychology and economics showing allround and diversified characteristics but there is little literature on the study of language features and language from the point of view of anomie of China
13 The Current Situation of Research at Home and Abroad
At present many scholars at home and abroad have shown great interest in and studied the application of English in the new crossborder ecommerce industry
131 Status of overseas research
Ecommerce originated in the United States and onethird of the US domestic market was controlled by ecommerce and established ecommerce companies such as American Online Yahoo and Ebay began making money in 1995 Amazon＇s sales in the second quarter of 2014 exceeded 19 billion grew by more than 20 over the same period Tribal DDB the network communications arm of DDB a world＇s leading multinational advertising agency has commissioned a professional market research firm to conduct China＇s first largescale enterprise website performance survey Its results show that most Chinese enterprises＇ website image is inferior to the corporate image and the unity and consistency of the two also have a big problem
Among foreign crossborder ecommerce Amazon and Dell combine the core business of the network and the enterprise add value to customers provide customers with ease of shopping and focus on the customer＇s shopping experience There are different scholars who suggest that the translation of English website is one of the kinds of international marketing and think that the translation of good English website must know as much as possible about international marketing methods and the expectations of foreign consumers Some people also analyze the language translation of business website from the perspective of cultural differences and suggest that translators should take into account the functionality and practical communication effect of the target English web page
132 Status of domestic research
At present China＇s crossborder ecommerce has a growing influence on the international trade market in order to further expand the actual impact in the international trade market crossborder ecommerce companies and enterprises in different languages around the world to invest a lot of money to take marketing measures English is the best in the world language so English is also widely used on crossborder ecommerce platform It also works perfectly
Duan Yongyan according to the characteristics of English words in foreign ecommerce platform English vocabulary has some of its own characteristics first of all high level of expertise in the crossborder ecommerce platform the use of very strict professional vocabulary (20193941)
Zhang Jiazhen also proposed in the crossborder ecommerce platform in the English vocabulary characteristics Crossborder ecommerce platform English vocabulary requires the use of words professional concise avoid the use of exaggeration metaphor and other methods try to avoid the use of vague words Crossborder ecommerce platform has special characteristics reflected in the use of acronyms foreign words ancient words and so on (2018147148)
Yao Yijing and Wu Ronglan mentioned in the crossborder ecommerce platform commodity translation skills that commodity title translation should highlight their own brand and choose the key words with less effort and the right one In translating English vocabulary we should define the audience avoid the local shortage of translation language and avoid the translation methods such as mistranslation mixed translation and bad translation
14 Innovative Ideas for this EssayArticle
Crossborder ecommerce is based on the development of the network the network space is a new space relative to physical space The unique value standard and behavior pattern of cyberspace deeply affect crossborder ecommerce showing their own characteristics different from the traditional way of trading Recently crossborder ecommerce has not only broken through barriers between countries bringing international trade towards borderless trade but it is also causing great changes in world economic trade For enterprises the open multidimensional and threedimensional model of multilateral economic and trade cooperation built by crossborder ecommerce has greatly broadened the path to international markets and greatly promoted the optimal allocation of multilateral resources and mutual benefit and winwin situation between enterprises Crossborder ecommerce makes it easy for them to access information from other countries and to buy good value for money As a different way of trading from the traditional model there are many aspects to learn from it This paper studies the key words in the crossborder ecommerce platform
2 APPLICATION OF ENGLISH IN CROSSBORDER ECOMMERCE PLATFORM
21 Status of the Application of Crossborder Ecommerce
In crossborder ecommerce platforms English is mainly used in product information release and commodity promotion
211 Product information publishing
Amazon is the most famous ecommerce platform where product information is published by uploading products The purpose of releasing product information is to attract the attention of customers so that they can order and achieve the purpose of sales On the crossborder ecommerce platform the release of product information includes pictures titles descriptions selling points keywords prices logistics and other important information Among them the most important thing for product information release is that in the operation process of crossborder ecommerce platform most of the traffic of online stores comes from the natural search method of buyers Buyers search for the products and services they want through all kinds of keywords in the search engine and then enter the store through relevant links to let buyers stay to browse and transform the purchase through a variety of product description to attract
In all kinds of mainstream crossborder ecommerce platforms information such as keywords and product descriptions plays an important role in product search rankings and purchase conversions The keywordtag factor determines whether the buyer will see you in the search results and the product description determines whether the buyer is willing to buy your product or service The optimization of product keywords and descriptions can improve the ranking of your site and product in search results and the website can also provide more similar results to search buyers based on the content of your results Therefore keywords and description information are the basis of the product
Whether it is the core keywords commonly used in product comparison or the product industryspecific longtail edgy keywords are the focus of the relevant search results Good keywords are to bring product search volume click rate of strong guarantee but also the most favorable guarantee of product exposure Therefore the key words and description of the product set up is very direct to the sales of the shop which is a cause and effect
212 Merchandise promotion
It is well known that promotion has become an indispensable step for crossborder ecommerce After all if the product isn＇t promoted especially if it＇s new then it probably won＇t have any exposure Then the promotional goods are mainly displayed in the form of search engine promotion video marketing community marketing shopping website and so on
Drainage is a core point of the operating platform so the general seller only do the station drainage is far from enough Because many people who buy commodities on the platform enter through other platforms through drainage and search so when the store traffic is not enough external drainage is essential Therefore the promotion of search engine is essential for many sellers On search engines keywords can be short or long tail types The former usually leads to more sales but it also creates fierce competition The latter is more specific so there is less competition and relatively few searches but all combinations of longtail keywords could end up generating the same amount of traffic and revenue as the shorttail Both are bound to appear in the search engine Don＇t doubt that keywords are the most important
The appearance of shopping guide websites means that products have been marketed to a specific group of people Advertising is the diversion in the guide website In the highly competitive crossborder ecommerce platform personalized information transmission is necessary to stand out Only by knowing the target audience and using specific information can the seller make a sale
22 Problems in English application of crossborder ecommerce platform
As crossborder ecommerce continues to open up the international market English is being used more and more frequently In particular we should focus on the impact of key words brands and cultural differences
221 Not prominent keywords
Everyone in crossborder ecommerce knows the importance of keywords Choosing the right keywords customers will search our products so that can improve the listing traffic With traffic orders come naturally When keywords are not good and listing no traffic how can there be orders Sellers generally need to upload a lot of products which is numerous and trivial in order to capture traffic Translation software is often used for translation so that keywords are not focused so the collection of traffic keyword infringement and a series of problems slowly emerge
Keywords are also divided into three categories including broad keywords core keywords and long tail keywords The relationship between these three categories is inclusive and independent For example in the Listing for uploading new products the mobile Power can be used to describe the same kind of goods with three words Power Bank External Battery and Portable Charger which are independent and unrelated core keywords However if there is a mobile Power supply of 10000mAH Power Bank in the mobile Power supply it means that it is a mobile Power supply of large capacity which will be searched by some users who have special requirements for mobile Power supply Then this word becomes a longtail keyword but it is also correlated with other two keywords External Battery and Portable Charge For example Watches is a wide range of keywords but Men＇s watches for a core keyword Similarly Men＇s Military Watches are a long tail keyword Therefore the relationship between these three keywords is mutually contained and the scope is gradually narrowed but also more and more accurate Regardless of the relationship between keywords the first step for sellers is to fully understand their products and then collect the keywords of the products Then according to the actual situation these keywords will be published in a suitable effective and smooth way to the title translation of product Listing Keywords must be selected to complete at the same time the layout can not be ignored The title of the item should contain as much key information about the item as possible but that doesn＇t mean the title is as long as possible More and more crossborder ecommerce platforms restrict the length of titles Amazon the ecommerce giant has made major changes to its search optimization (SEE) feature which mainly affects Hidden Keywords Amazon＇s help page explains keywords in terms of objects allowing sellers to add hidden keywords to products These Keywords must be Generic Keywords used to increase the probability of product discovery For example if you＇re selling headphones you can set the synonyms for hidden earphones and earbuds and these hidden keywords don＇t limit the length And amazon has now changed its policy to limit the length of hidden keywords to improve the quality of direct results
222 No features of brand
Brand as the name implies is the brand of quality Of course Quality refers to the quality of products and services And the brand that we say commonly it is the cognition degree that points to consumer to product and product series There is another interpretation brand is people＇s evaluation and recognition of an enterprise and its products aftersales service cultural value and is a kind of trust
Brand has been a commodity comprehensive quality of the embodiment and representative When people think of one brand it is always associated with fashion values and culture Enterprises constantly create fashion and cultivate culture when creating brands As enterprises grow stronger and bigger they constantly upgrade from low added value to high added value and turn to the highlevel transformation of product development advantage product quality advantage and cultural innovation advantage
Only when the brand culture is recognized and accepted by the market can the brand generate its market value and reflect its strong added value Brand is a set of specific characteristics benefits and services that the seller provides to the buyer for a long time
Longterm offer that is to say the brand is in the consumption of the cognitive degree A lot of brands are to go through a long time of accumulation a long time of service a long time of service and so on Brand consumption in such a process is slowly recognized recognized to the choice
At this point you might think that this is more appropriate in a real business they might not be In the age of the Internet network companies and ecommerce companies should pay more attention to the construction and dissemination of their own brands Because the network spreads faster it can explode the whole network at any time let more people know and complete the cognitive process faster Like many large ecommerce enterprises they are successful in promoting spreading and protecting their brands
In addition crossborder ecommerce platforms will formulate branding rules to distinguish between different sellers products and traffic Branding is conducive to the competition between the sellers and the protection of their own interests and the platform will certainly support the brand side of all behavior The big platforms are gradually cleaning up individual sellers and small sellers amplifying the freedom of professional sellers which is actually a trend to support branding Under the same products functions and performance brands can bring stories and situations in order to increase the ownership and brand recognition of users strengthen the power and appeal of brands and thus bring the virtual value of brands so as to increase the price of products The product with brand is the transcendence of another intangible asset under the same conditions of supply scale strength product and sale among the sellers What it brings is another dimension of competition enhancement which conforms to the competitive orientation expected by buyers and platforms and also improves the brand professional image and product quality definition
223 Impact of cultural differences
Most consumers tend to avoid uncertain or unfamiliar things Consumers have insufficient cognition of foreign goods so they have a certain defense psychology towards foreign goods Contemporary consumers pay more attention to professional contents related to products Consumers in western countries pay more attention to the quality of products and they have higher requirements on the packaging labels packaging and instructions of products Consumers in Africa and Asia however are more concerned about price In the crosscultural environment crossborder ecommerce needs to enhance the connectivity between products and users and it needs to adopt targeted marketing activities and adopt appropriate ways to guide consumers＇ cognition On the basis of the close thinking mode the business can achieve the goal of consumer recognition
The collectivist state or the individualistic state has a great influence on the consumer＇s concept Usually the consumers of individualistic countries are full of distinct personality characteristics Consumers hope to get products that are suitable for them and creative products In countries dominated by the doctrine of rights consumers take respect for others as the premise and the selection of products is mainly about the suitability and appropriateness Therefore standardization is an important part of influencing consumers The United States emphasizes individuality while China emphasizes collectivity
Temperament mainly refers to the individual psychological characteristics of consumers manifested as the intensity and speed of psychological activities The different temperament types of consumers are characterized by their unique activity modes and performance methods To a large extent masculinity and femininity affect the sales strategy Personalized products that symbolize male authority throughout the automotive electronics and operations industries are more acceptable in masculine countries And handicraft the product of the artistic line such as home decoration industry is accepted more easily by the country of feminine tendency Crossborder ecommerce marketing should focus on the unique temperament of consumers in the target countries to develop marketing strategies
When a country maintains a longterm and stable trade relationship with another country the consumption habits of the two countries will be closer When the trade direction is consistent the trade needs will be more similar and the greetings will be more frequent When there is less interaction between two countries or regions the demand between them is lower so the development of bilateral trade is slower Therefore it will affect the marketing of ecommerce platform If the bilateral trade lasts for a long time consumers＇ consumption habits and consumption cognition will converge Moreover it can promote indepth and effective cooperation between online platforms and offline local enterprises to achieve the winwin goal
The price difference of crossborder ecommerce is the premise However the comprehending of crossborder ecommerce the method of transformation and the direction of entrepreneurship are actually based on the insight into new scenarios Why come back with a toilet seat in Japan This actually hides our pursuit of product quality Moreover behind these consumption patterns is the rise of the globalization of scene ecommerce In today＇s youth life there are circles of friends cars yoga etc and the products surrounding these aspects are bound to have a market
At the heart of crossborder ecommerce is the culture of consumers To buy a computer in the United States you need to go to the website of each brand to buy and China onestop solution This is the difference in consumption habits of countries Similarly for manufacturing to seize the opportunity of Internet + crossborder ecommerce it is necessary to study and compare the cultural and language systems of different regions in the world and consider the consumption culture and behavior pattern of this country In fact crossborder ecommerce is the profit space generated by information asymmetry in view of consumer behavior and psychology Customized production can make enterprises have differentiated competitiveness which can shape the core competitiveness of the brand strengthen the interaction with users and increase user stickiness but the premise is to meet the needs of users which requires the study of user psychology Crossborder ecommerce also needs a complete and integrated ecological chain to support it which has become more mature It is believed that in the next three to five years crossborder ecommerce like today＇s ecommerce will produce a comprehensive service platform There will also be vertical platforms that form China＇s entire ecosystem to the world
3 TRANSLATION PRINCIPLES IN CROSSBORDER ECOMMERCE PLATFORMS
31 Faithfulness
In many translations faithfulness has always been a concern Edmond Garry famous French translator and translation theorist maintains that the issue of faithfulness in translation has been running through thousands of years of translation history As a famous American translation theorist Nida believes that translation is the most appropriate and natural language to convey the information of the source language The first is content the second is form Yan fu a Chinese scholar put forward the translation criteria of Faithfulness Expressiveness and Elegance Thus it can be seen that both translation theorists and translators as well as both Chinese and westerners follow the principle of faithfulness Therefore the principle of fidelity is indispensable in translation
The most basic methods of translation are literal and free translation Free translation is used to faithfully express the ideological content of the original work and reproduce the artistic effect of the original work Literal translation is a translation method that preserves both the content and the form of the original text while free translation only preserves the content of the original text If the translation and the original often have the same form reflect the same content produce the same effect Literal translation is the best
The first principle to be followed in the English vocabulary of ecommerce platforms is the principle of loyalty Translation should be faithful not only to the original but also to the style of the original British and Americans speak English but each country may use different keywords in search engines and different words for the same product For example in the same search for pants British shoppers might type the word trousers to browse while Americans might type pants to browse If you only consider keywords used by UK customers if US buyers use different search terms they may not be able to find your product When you translate the product consider the keywords used by the buyer It may be a linguistically sound translation but it is not the key word that the buyer enters when browsing the product For example the cellphone translates from English to German as das handy Germans however may not use the word das handy when buying a smartphone Instead they might use words like Android iPhone or smartphone
32 Unanimous
In English vocabulary translation we should also pay attention to the concept of vocabulary the principle of uniform names should be maintained do not change at will Disputes over shoe Numbers for example have plagued Aliexpress＇s website Currently there are four international shoe sizes English (UK) American (US) European (EUR) and international standard shoe sizes (MIM) Many sellers are inconsistent in size translation which affects the user experience and the image of the seller Therefore in order to safeguard the interests of merchants and provide better shopping experience for crossborder ecommerce platform buyers we must pay attention to the unification of English vocabulary translation In product details we should pay attention to the principle of uniformity do not use the British system for a while for a while to use the American system to use a unified foreign standard
For the translation of English words the emphasis is on the concept of words Consistency of names is crucial Do not carry on the random string change which must guarantee the consistency principle Don’t change it randomly For example disputes over shoe sizes have been a constant irritant Currently there are four common shoe sizes in the world English UK Us European and international standard shoe sizes (MIM) Most of the sellers are inconsistent with the size translation which reduces the user experience and the actual image of the buyer Therefore in order to safeguard the interests of various parties and provide more and more comprehensive practical experience services for customers of crossborder ecommerce platforms it is necessary to pay attention to the consistency of English vocabulary translation
4 Effective Translations Skills in CrossBoarder Ecommerce
41 Keyword Search Associated with Hot Search Words
Hot search keywords called hot search queries refers to the site from the search engine to bring the most traffic to a few or dozens of keywords Popular search keywords usually reflect the events and popular topics in a period of time
Key words are undoubtedly the focus of attracting buyers＇ attention Good keywords can bring high exposure high traffic sales naturally follow Different people have different ways to find key words Some basic rules for writing key words key words should be words or phrases not long sentences Five key words are as far as possible to fill the more in front of the proportion is greater so the more important key words to fill in the more in front Do not use commas quotation marks between keywords but Spaces Like phone case phone cover Keywords that appear in the title do not need to be repeated when filling in the keyword which does not increase the chance of being searched Several methods to obtain keywords according to the characteristics of the product to write some relevant keywords search on amazon in the search results page will have some amazon recommended relevant keywords these keywords can be used for reference Search on Ebay Aliexpress other platforms in Dunhuang and it will also have some relevant keyword recommendations which can be available for reference
Get keywords several ways according to the characteristics of the product to write some related keywords search on Amazon in the search results page will have some Amazon recommended related keywords these keywords can be used for reference Go to Ebay express sales Dunhuang＇s other platform to search it will also have some related keyword recommendations these can be referential
Keyword search optimization has been a lot of small seller＇s difficulties How to optimize the flow of the store healthy growth You strive to optimize search terms for all of your products You should use the detailed name of the product Do not repeat overlaying keywords If you already have blue in the product name please do not write blue in the search term It doesn＇t increase the chance that your product will be searched Don＇t deliberately add words or brands that are not related to your product in order to rank high in the search rankings Spell English correctly The words of the product name should be arranged according to certain rules Like a big plush teddy bear instead of a big teddy bear Try not to use abbreviations that the buyer doesn＇t understand
42 Soaring Words Valued
In crossborder ecommerce platforms listing needs to be updated and optimized every week to achieve the purpose of drainage Listing＇s update requires the seller to replace the keywords Keyword search are through the peer merchandise listing to collect keywords
Seller Elf antifind keywords is the ASIN traffic words and in order by the amount of traffic brought in the higher the number of words to the ASIN brought the greater exposure For example your product is a warmup package the user search insulated lunch bag turn to page 3 to see the product the keyword is the traffic word of the competition If a user searching for lunch bag may also see the product the word is also a traffic word because it also brings exposure to the product
And traffic words are not the key words extracted from the product Title or Search Term but from the user＇s search behavior to extract the keywords more accurate positioning of the buyer＇s shopping needs Therefore in doing Listing optimization should be based on the traffic words of goods select the key words suitable for their listing the keywords penetrate into the product elements as well as outside the promotion of drainage in the URL to set the best keywords in the CPC advertising based on the traffic words to targeted delivery It is recommended to investigate at least 10 or more Listing traffic words and find the core words for this product to confirm the main keyword Click on the keyword＇s monthly search volume you can also see the keyword search trend in the last two years
Seasonal products can be based on each keyword different time period of search heat for keyword optimization For example cave slippers summer time can be the main push beach sandals and into the autumn can be the main push indoor slippers
Conclusion
In a word crossborder ecommerce vocabulary belongs to the emerging category of specialpurpose English Translation has its unique characteristics and principles which must consider fidelity unity and consistency In the process of translation involving crosslanguage crosscultural content which requires translators not only to have solid basic language skills but also crossborder ecommerce professional knowledge What is the most important is to have a high sense of responsibility more learning and more survey not perfunctory to cope with to be competent so that products in the rapid development of crossborder ecommerce in the wave of firm To meet the Chinese people＇s consumption demand for foreign products and domestic merchants to the international market going out demand to drive the development of crossborder ecommerce
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ACKNOWLEDGMENTS
This research and degree thesis was completed under the cordial care and careful guidance of my tutor Tan Zan Her serious scientific attitude rigorous academic spirit excellence in the style of work deeply infected and inspired me Tan Zan not only gave me careful guidance in my studies but also gave me unfailing care in thought and life and I would like to extend my sincere thanks and high respect to Tan Zan I would also like to thank the students who have enjoyed a pleasant stay together in the graduation thesis group it is because of your help and support I can overcome one difficulty and doubt until the successful completion of this article
In the paper is about to be completed my mood can not be calm from the beginning to enter the topic to the successful completion of the paper how many respectable teachers classmates friends gave me silent help please accept my sincere thanks here Finally I would like to thank the parents who grew up with hard work thank you
Finally once again to care for and help me teachers and students to express heartfelt thanks
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