国际中文开源期刊平台

文化外译中政府的角色与社会营销

The Role of Government and Social Marketing in Chinese Outbound Cultural Translation

译道 / 2022,4(3)：1-7 / 2023-02-02 246 309

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• 作者： 冯曼      闫毓敏     
• 单位：

  中南财经政法大学外国语学院，武汉
  

• 关键词： 文化外译；社会营销；营销战略；翻译需求
• Outbound cultural translation; Social marketing; Marketing strategy; Translation demand
• 摘要： 尽管文化软实力的建设得到了中国政府的重视，但是单向的文化输出可能存在市场失灵、政府失灵的问题。传统的外译研究更多关注文化外译的微观层面，缺乏宏观全局性的分析，这很难解决外译接受效果的问题，而社会营销理论能够提供一条解决途径。基于文化输出的正向价值，从需求创制开始，社会营销借用市场营销学理论和手段，致力于将他国对于中华文化的潜在需求转化为现实需求，改变他国对于中华文化的观念。 
• Although the construction of cultural soft power has been strategically positioned by the Chinese government, the one-way cultural export may have to struggle constantly with market failure and government failure. Previous researches on outbound cultural translation focus more on the micro level studies without attaching adequate attention to holistic studies targeting at root causes, which is not sufficient to solve its acceptance problem. Fortunately, social marketing theory can provide a solution. Built upon the positive value of culture export and exchange, starting from demand creation, social marketing can be applied to transform the potential demand of other countries for Chinese culture into the actual one adopting marketing theories and techniques, so as to change their limited views towards the Chinese culture.
• DOI： https://doi.org/10.35534/wtt.0203001
• 引用：

  冯曼，闫毓敏．文化外译中政府的角色与社会营销［J］．译道，2022，2（3）：1-7．