跨境電商平臺中英語詞匯特點及翻譯（英文）

題目：FeaturesandTranslationofEnglishVocabularyinCross-borderE-commercePlatforms跨境電商中英語詞匯特點及翻譯FeaturesandTranslationofEnglishVocabularyinCross-borderE-commercePlatformsbyUndertheSupervisionofProfessorTanZanSubmittedinPartialFulfillmentoftheRequirementsFortheDegreeofBachelorofArtsINTRODUCTION1.1ThePurposeandSignificanceoftheThesisResearchChina'srapideconomicdevelopmentandimportantroleininternationaltradehavemadecross-bordere-commerceamajorformofChina'sinternationaltrade.ThesignificanceofEnglishvocabularyincross-bordere-commerceplatformisanimportantpartofspecial-purposeEnglish.Thelanguagepartofcross-bordere-commerceplatformtendstoberich,andtheforeignlanguagewebpagesaregraduallyimproved.Asaninternationallanguage,Englishisveryimportant.IntheEnglishinterfaceofChina'scross-bordere-commercewebsite,themaintranslationismachinetranslationandmanualtranslation.Traditionalmachinetranslationcanonlybedonebyverbatimtranslation,duetolackofemotionandthinkingoftenleadtomistranslationandliteraltranslation.Somecomplexsentenceshaveproblemsofrepetitionoromissioncausedbygrammaticalerrors,andthevitalvocabularyisnotprominent.Secondly,culturalfactorsarealsoimportantinwebpagetranslation.Eachcountryhasauniqueculture.Ifthereisnodeepunderstandingofthetargetcountry'sculturalbackgroundanddirecttranslation,translationmistakesarecertainThiswillresultintheproductcouldnotenterthetargetmarketanditisdifficulttobeacceptedbyconsumers.DocumentaryReview Onaccountoftheresearchonthecurrentsituationofcross-bordere-commerceplatforms,itanalyzesandsortsouttheacademicopinionsonEnglishvocabulary.1.2.1Thestatusofresearch Inrecentyears,therapiddevelopmentofcross-bordere-commercehasmadeconsumption,trade,servicesandsmallandmedium-sizedenterprisesglobalized.Cross-bordere-commerce,withtheInternetplatformasthenewbusinessmodel,hasbecomeanewengineforthedevelopmentofChina'seconomyandeventheworldeconomy,andanewmodelforindustrialupgrading.Thishasplayedanimportantroleinpromotingsustainedinnovation,invigoratingindustriesandstrengtheningglobalconnectivity,andhasincreasinglybecomeagrowthpointfortheworldeconomy.Inlinewithstatistics,China'scross-bordere-commerceretailtransactionsreached751.2billionyuanin2015,withaturnoverof630billionyuanin2016.By2020,China'scross-bordere-commercetransactionsareexpectedtoreach12trillionyuan,accountingforabout37.6%ofChina'stotalimportsandexports,andcross-bordere-commerceretailexportswillreachabout2.16trillionyuan,withtheaverageannualgrowthratewas34%.Cross-bordere-commercehassetupafree,openandmutuallybeneficialglobaltradeplatform,e-commerceplatformforitsuniquecharacteristics.UnlikeordinaryEnglish,therearemorespecializedvocabulariestoimprovetheuser'sshoppingexperienceplaysanimportantroleintheseEnglishwordstoESP(EnglishforSpecial)languageresearchanduseofinformationandmaterials,hasdrawmoreandmorescholars'attention.1.2.2Comments ThepreliminaryresearchinChinaprovidesvaluableexperienceandideasforthefurtherexplorationofthephenomenonoflanguagefailureofEnglishbusinesswebsite.Ofcourse,theseearlystudyalsohavesomeproblems.Oneisthepresentationoffragmentedinvestigation.TheexistingresearchresultsonlyfocusontheindividualEnglishgrammar,expressionortranslationanomiephenomenonofenterprisewebsite.Becausethestudydidnotstartlong,fewlinguisticexampleswerecollected.Second,thereisalackofinternationallanguageconstruction.Onlyfromthenationalpointofviewtoconsidertheproblemofsimplelanguage,cutofffromtheoutsideworld.Itdoesnotcompareandanalyzethepopularlanguagecharacteristicsandstylesofforeignmainstreame-commerceEnglishwebpages,anddoesnotdeeplyexploretherootofthephenomenonofanomie.Third,thereisnointerdisciplinaryanddiversifiedapproachtoresearch.Thesubjectisinterdisciplinary,andresearchmethodsalsoneedtobeinterdisciplinaryanddiverse.Intermsofresearchmethods,thepracticalutilityandvalueofEnglishlanguagearenotconsideredfromtheperspectiveoflanguageeconomicsandconsumerpsychology,andresearchmethodsneedtoberefined.Alonefromthestaticlanguageitselftoinvestigate,notfromtheconsumerpsychology,marketfeedbackandotherdynamicperspectivetoinvestigatetheusefulnessofthewebsitelanguage.Fourth,thereisnomacro-levelstudyonhowtoregulatethenetworkofbusinessEnglishexpression.Mostoftheexistingresearchfocusesonthemicroperspective,casestudy,withoutintegrityandsystematicness.Foreignliteratureexploresthefeasibilityofcross-borderEnglishwebsitesfromthefieldsofconsumerpsychologyandeconomics,showingall-roundanddiversifiedcharacteristics,butthereislittleliteratureonthestudyoflanguagefeaturesandlanguagefromthepointofviewofanomieofChina.TheCurrentSituationofResearchatHomeandAbroad Atpresent,manyscholarsathomeandabroadhaveshowngreatinterestinandstudiedtheapplicationofEnglishinthenewcross-bordere-commerceindustry.1.3.1StatusofoverseasresearchE-commerceoriginatedintheUnitedStates,andone-thirdoftheU.S.domesticmarketwascontrolledbye-commerce,andestablishede-commercecompaniessuchasAmericanOnline,YahooandEbaybeganmakingmoneyin1995.Amazon'ssalesinthesecondquarterof2014exceeded$19billion,grewbymorethan20%overthesameperiod.TribalDDB,thenetworkcommunicationsarmofDDB,aworld'sleadingmultinationaladvertisingagency,hascommissionedaprofessionalmarketresearchfirmtoconductChina'sfirstlarge-scaleenterprisewebsiteperformancesurvey.ItsresultsshowthatmostChineseenterprises'websiteimageisinferiortothecorporateimage,andtheunityandconsistencyofthetwoalsohaveabigproblem.Amongforeigncross-bordere-commerce,AmazonandDellcombinethecorebusinessofthenetworkandtheenterprise,addvaluetocustomers,providecustomerswitheaseofshopping,andfocusonthecustomer'sshoppingexperience.TherearedifferentscholarswhosuggestthatthetranslationofEnglishwebsiteisoneofthekindsofinternationalmarketing,andthinkthatthetranslationofgoodEnglishwebsitemustknowasmuchaspossibleaboutinternationalmarketingmethodsandtheexpectationsofforeignconsumers.Somepeoplealsoanalyzethelanguagetranslationofbusinesswebsitefromtheperspectiveofculturaldifferences,andsuggestthattranslatorsshouldtakeintoaccountthefunctionalityandpracticalcommunicationeffectofthetargetEnglishwebpage.1.3.2Statusofdomesticresearch Atpresent,China'scross-bordere-commercehasagrowinginfluenceontheinternationaltrademarket,inordertofurtherexpandtheactualimpactintheinternationaltrademarket,cross-bordere-commercecompaniesandenterprisesindifferentlanguagesaroundtheworldtoinvestalotofmoneytotakemarketingmeasures.Englishisthebestintheworldlanguage,soEnglishisalsowidelyusedoncross-bordere-commerceplatform.Italsoworksperfectly..DuanYongyanaccordingtothecharacteristicsofEnglishwordsinforeigne-commerceplatform,Englishvocabularyhassomeofitsowncharacteristics,firstofall,highlevelofexpertise,inthecross-bordere-commerceplatform,theuseofverystrictprofessionalvocabulary(2019:39-41).ZhangJiazhenalsoproposedinthecross-bordere-commerceplatformintheEnglishvocabularycharacteristics,Cross-bordere-commerceplatformEnglishvocabularyrequirestheuseofwordsprofessionalconcise,avoidtheuseofexaggeration,metaphorandothermethods,trytoavoidtheuseofvaguewords;Cross-bordere-commerceplatformhasspecialcharacteristics,reflectedintheuseofacronyms,foreignwords,ancientwordsandsoon(2018:147-148).YaoYijingandWuRonglanmentionedinthecross-bordere-commerceplatformcommoditytranslationskillsthatcommoditytitletranslationshouldhighlighttheirownbrand,andchoosethekeywordswithlesseffortandtherightone.IntranslatingEnglishvocabulary,weshoulddefinetheaudience,avoidthelocalshortageoftranslationlanguage,andavoidthetranslationmethodssuchasmistranslation,mixedtranslationandbadtranslation.1.4InnovativeIdeasforthisEssayArticle Cross-bordere-commerceisbasedonthedevelopmentofthenetwork,thenetworkspaceisanewspacerelativetophysicalspace.Theuniquevaluestandardandbehaviorpatternofcyberspacedeeplyaffectcross-bordere-commerce,showingtheirowncharacteristics,differentfromthetraditionalwayoftrading.Recently,cross-bordere-commercehasnotonlybrokenthroughbarriersbetweencountries,bringinginternationaltradetowardsborderlesstrade,butitisalsocausinggreatchangesinworldeconomictrade.Forenterprises,theopen,multi-dimensionalandthree-dimensionalmodelofmultilateraleconomicandtradecooperationbuiltbycross-bordere-commercehasgreatlybroadenedthepathtointernationalmarketsandgreatlypromotedtheoptimalallocationofmultilateralresourcesandmutualbenefitandwin-winsituationbetweenenterprises.Cross-bordere-commercemakesiteasyforthemtoaccessinformationfromothercountriesandtobuygoodvalueformoney.Asadifferentwayoftradingfromthetraditionalmodel,therearemanyaspectstolearnfromit.Thispaperstudiesthekeywordsinthecross-bordere-commerceplatform.APPLICATIONOFENGLISHINCROSS-BORDERE-COMMERCEPLATFORM2.1StatusoftheApplicationofCross-borderE-commerceIncross-bordere-commerceplatforms,Englishismainlyusedinproductinformationreleaseandcommoditypromotion.2.1.1Productinformationpublishing Amazonisthemostfamouse-commerceplatform,whereproductinformationispublishedbyuploadingproducts.Thepurposeofreleasingproductinformationistoattracttheattentionofcustomerssothattheycanorderandachievethepurposeofsales.Onthecross-bordere-commerceplatform,thereleaseofproductinformationincludespictures,titles,descriptions,sellingpoints,keywords,prices,logisticsandotherimportantinformation.Amongthem,themostimportantthingforproductinformationreleaseisthatintheoperationprocessofcross-bordere-commerceplatform,mostofthetrafficofonlinestorescomesfromthenaturalsearchmethodofbuyers.Buyerssearchfortheproductsandservicestheywantthroughallkindsofkeywordsinthesearchengine,andthenenterthestorethroughrelevantlinkstoletbuyersstaytobrowseandtransformthepurchasethroughavarietyofproductdescriptiontoattract.Inallkindsofmainstreamcross-bordere-commerceplatforms,informationsuchaskeywordsandproductdescriptionsplaysanimportantroleinproductsearchrankingsandpurchaseconversions.Thekeyword/tagfactordetermineswhetherthebuyerwillseeyouinthesearchresults,andtheproductdescriptiondetermineswhetherthebuyeriswillingtobuyyourproductorservice.Theoptimizationofproductkeywordsanddescriptionscanimprovetherankingofyoursiteandproductinsearchresults,andthewebsitecanalsoprovidemoresimilarresultstosearchbuyersbasedonthecontentofyourresults.Therefore,keywordsanddescriptioninformationarethebasisoftheproduct.Whetheritisthecorekeywordscommonlyusedinproductcomparisonortheproductindustry-specificlong-tailedgykeywords,arethefocusoftherelevantsearchresults.Goodkeywordsaretobringproductsearchvolume,clickrateofstrongguarantee,butalsothemostfavorableguaranteeofproductexposure.Therefore,thekeywordsanddescriptionoftheproductsetupisverydirecttothesalesoftheshop,whichisacauseandeffect.2.1.2MerchandisepromotionItiswellknownthat"promotion"hasbecomeanindispensablestepforcross-bordere-commerce.Afterall,iftheproductisn'tpromoted,especiallyifit'snew,thenitprobablywon'thaveanyexposure.Then,thepromotionalgoodsaremainlydisplayedintheformofsearchenginepromotion,videomarketing,communitymarketing,shoppingwebsiteandsoon.Drainageisacorepointoftheoperatingplatform,sothegeneralselleronlydothestationdrainageisfarfromenough.Becausemanypeoplewhobuycommoditiesontheplatformenterthroughotherplatformsthroughdrainageandsearch,sowhenthestoretrafficisnotenough,externaldrainageisessential.Therefore,thepromotionofsearchengineisessentialformanysellers.Onsearchengines,keywordscanbeshortorlongtailtypes.Theformerusuallyleadstomoresales,butitalsocreatesfiercecompetition.Thelatterismorespecific,sothereislesscompetitionandrelativelyfewsearches,butallcombinationsoflong-tailkeywordscouldendupgeneratingthesameamountoftrafficandrevenueastheshort-tail.Bothareboundtoappearinthesearchengine.Don'tdoubtthatkeywordsarethemostimportant.Theappearanceofshoppingguidewebsitesmeansthatproductshavebeenmarketedtoaspecificgroupofpeople.Advertisingisthediversionintheguidewebsite.Inthehighlycompetitivecross-bordere-commerceplatform,personalizedinformationtransmissionisnecessarytostandout.Onlybyknowingthetargetaudienceandusingspecificinformationcanthesellermakeasale.ProblemsinEnglishapplicationofcross-bordere-commerceplatformAscross-bordere-commercecontinuestoopenuptheinternationalmarket,Englishisbeingusedmoreandmorefrequently.Inparticular,weshouldfocusontheimpactofkeywords,brandsandculturaldifferences.2.2.1NotprominentkeywordsEveryoneincross-bordere-commerceknowstheimportanceofkeywords.Choosingtherightkeywords,customerswillsearchourproducts,sothatcanimprovethelistingtraffic.Withtraffic,orderscomenaturally.Whenkeywordsarenotgoodandlistingnotraffic,howcantherebeorders?Sellersgenerallyneedtouploadalotofproductswhichisnumerousandtrivialinordertocapturetraffic.Translationsoftwareisoftenusedfortranslationsothatkeywordsarenotfocused,sothecollectionoftraffickeywordinfringementandaseriesofproblemsslowlyemerge.Keywordsarealsodividedintothreecategories,includingbroadkeywords,corekeywordsandlongtailkeywords.Therelationshipbetweenthesethreecategoriesisinclusiveandindependent.Forexample,intheListingforuploadingnewproducts,themobilePowercanbeusedtodescribethesamekindofgoodswiththreewords:PowerBank,ExternalBatteryandPortableCharger,whichareindependentandunrelatedcorekeywords.However,ifthereisamobilePowersupplyof10000mAHPowerBankinthemobilePowersupply,itmeansthatitisamobilePowersupplyoflargecapacity,whichwillbesearchedbysomeuserswhohavespecialrequirementsformobilePowersupply.Thenthiswordbecomesalong-tailkeyword,butitisalsocorrelatedwithothertwokeywords,ExternalBatteryandPortableCharge.Forexample,Watchesisawiderangeofkeywords,butMen'swatchesforacorekeyword.Similarly,Men'sMilitaryWatchesarealongtailkeyword.Therefore,therelationshipbetweenthesethreekeywordsismutuallycontained,andthescopeisgraduallynarrowed,butalsomoreandmoreaccurate.Regardlessoftherelationshipbetweenkeywords,thefirststepforsellersistofullyunderstandtheirproducts,andthencollectthekeywordsoftheproducts.Then,accordingtotheactualsituation,thesekeywordswillbepublishedinasuitable,effectiveandsmoothwaytothetitletranslationofproductListing.Keywordsmustbeselectedtocomplete,atthesametimethelayoutcannotbeignored.Thetitleoftheitemshouldcontainasmuchkeyinformationabouttheitemaspossible,butthatdoesn'tmeanthetitleisaslongaspossible.Moreandmorecross-bordere-commerceplatformsrestrictthelengthoftitles.Amazon,thee-commercegiant,hasmademajorchangestoitssearchoptimization(SEE)feature,whichmainlyaffectsHiddenKeywords.Amazon'shelppageexplainskeywordsintermsofobjects,allowingsellerstoaddhiddenkeywordstoproducts.TheseKeywordsmustbeGenericKeywords,usedtoincreasetheprobabilityofproductdiscovery.Forexample,ifyou'resellingheadphones,youcansetthesynonymsforhiddenearphonesandearbuds,andthesehiddenkeywordsdon'tlimitthelength.Andamazonhasnowchangeditspolicytolimitthelengthofhiddenkeywordstoimprovethequalityofdirectresults.2.2.2NofeaturesofbrandBrand,asthenameimplies,isthebrandofquality.Ofcourse,Qualityreferstothequalityofproductsandservices.Andthebrandthatwesaycommonly,itisthecognitiondegreethatpointstoconsumertoproductandproductseries.Thereisanotherinterpretation:brandispeople'sevaluationandrecognitionofanenterpriseanditsproducts,after-salesservice,culturalvalue,andisakindoftrust.Brandhasbeenacommoditycomprehensivequalityoftheembodimentandrepresentative.Whenpeoplethinkofonebrand,itisalwaysassociatedwithfashion,valuesandculture.Enterprisesconstantlycreatefashionandcultivateculturewhencreatingbrands.Asenterprisesgrowstrongerandbigger,theyconstantlyupgradefromlowaddedvaluetohighaddedvalueandturntothehigh-leveltransformationofproductdevelopmentadvantage,productqualityadvantageandculturalinnovationadvantage.Onlywhenthebrandcultureisrecognizedandacceptedbythemarket,canthebrandgenerateitsmarketvalueandreflectitsstrongaddedvalue.Brandisasetofspecificcharacteristics,benefitsandservicesthatthesellerprovidestothebuyerforalongtime.Long-termoffer,thatistosay,thebrandisintheconsumptionofthecognitivedegree.Alotofbrandsaretogothroughalongtimeofaccumulation,alongtimeofservice,alongtimeofserviceandsoon.Brandconsumptioninsuchaprocessisslowlyrecognized,recognized,tothechoice.Atthispoint,youmightthinkthatthisismoreappropriateinarealbusiness,theymightnotbe.IntheageoftheInternet,networkcompaniesande-commercecompaniesshouldpaymoreattentiontotheconstructionanddisseminationoftheirownbrands.Becausethenetworkspreadsfaster,itcanexplodethewholenetworkatanytime,letmorepeopleknow,andcompletethecognitiveprocessfaster.Likemanylargee-commerceenterprises,theyaresuccessfulinpromoting,spreadingandprotectingtheirbrands.Inaddition,cross-bordere-commerceplatformswillformulatebrandingrulestodistinguishbetweendifferentsellers,productsandtraffic.Brandingisconducivetothecompetitionbetweenthesellersandtheprotectionoftheirowninterests,andtheplatformwillcertainlysupportthebrandsideofallbehavior.Thebigplatformsaregraduallycleaningupindividualsellersandsmallsellers,amplifyingthefreedomofprofessionalsellers,whichisactuallyatrendtosupportbranding.Underthesameproducts,functionsandperformance,brandscanbringstoriesandsituationsinordertoincreasetheownershipandbrandrecognitionofusers,strengthenthepowerandappealofbrands,andthusbringthevirtualvalueofbrands,soastoincreasethepriceofproducts.Theproductwithbrandisthetranscendenceofanotherintangibleassetunderthesameconditionsofsupply,scale,strength,productandsaleamongthesellers.Whatitbringsisanotherdimensionofcompetitionenhancement,whichconformstothecompetitiveorientationexpectedbybuyersandplatforms,andalsoimprovesthebrandprofessionalimageandproductqualitydefinition.2.2.3Impactofculturaldifferences Mostconsumerstendtoavoiduncertainorunfamiliarthings.Consumershaveinsufficientcognitionofforeigngoods,sotheyhaveacertaindefensepsychologytowardsforeigngoods.Contemporaryconsumerspaymoreattentiontoprofessionalcontentsrelatedtoproducts.Consumersinwesterncountriespaymoreattentiontothequalityofproducts,andtheyhavehigherrequirementsonthepackaging,labels,packagingandinstructionsofproducts.ConsumersinAfricaandAsia,however,aremoreconcernedaboutprice.Inthecross-culturalenvironment,cross-bordere-commerceneedstoenhancetheconnectivitybetweenproductsandusers,anditneedstoadopttargetedmarketingactivitiesandadoptappropriatewaystoguideconsumers'cognition.Onthebasisoftheclosethinkingmode,thebusinesscanachievethegoalofconsumerrecognition.Thecollectiviststateortheindividualisticstatehasagreatinfluenceontheconsumer'sconcept.Usuallytheconsumersofindividualisticcountriesarefullofdistinctpersonalitycharacteristics.Consumershopetogetproductsthataresuitableforthemandcreativeproducts.Incountriesdominatedbythedoctrineofrights,consumerstakerespectforothersasthepremise,andtheselectionofproductsismainlyaboutthesuitabilityandappropriateness.Therefore,standardizationisanimportantpartofinfluencingconsumers.TheUnitedStatesemphasizesindividuality,whileChinaemphasizescollectivity.Temperamentmainlyreferstotheindividualpsychologicalcharacteristicsofconsumers,manifestedastheintensityandspeedofpsychologicalactivities.Thedifferenttemperamenttypesofconsumersarecharacterizedbytheiruniqueactivitymodesandperformancemethods.Toalargeextent,masculinityandfemininityaffectthesalesstrategy.Personalizedproductsthatsymbolizemaleauthoritythroughouttheautomotive,electronicsandoperationsindustriesaremoreacceptableinmasculinecountries.Andhandicraft,theproductoftheartisticlinesuchashomedecorationindustryisacceptedmoreeasilybythecountryoffemininetendency.Cross-bordere-commercemarketingshouldfocusontheuniquetemperamentofconsumersinthetargetcountriestodevelopmarketingstrategies.Whenacountrymaintainsalong-termandstabletraderelationshipwithanothercountry,theconsumptionhabitsofthetwocountrieswillbecloser.Whenthetradedirectionisconsistent,thetradeneedswillbemoresimilar,andthegreetingswillbemorefrequent.Whenthereislessinteractionbetweentwocountriesorregions,thedemandbetweenthemislower,sothedevelopmentofbilateraltradeisslower.Therefore,itwillaffectthemarketingofe-commerceplatform.Ifthebilateraltradelastsforalongtime,consumers'consumptionhabitsandconsumptioncognitionwillconverge.Moreover,itcanpromotein-depthandeffectivecooperationbetweenonlineplatformsandofflinelocalenterprisestoachievethewin-wingoal.Thepricedifferenceofcross-bordere-commerceisthepremise.However,thecomprehendingofcross-bordere-commerce,themethodoftransformationandthedirectionofentrepreneurshipareactuallybasedontheinsightintonewscenarios.“WhycomebackwithatoiletseatinJapan?”Thisactuallyhidesourpursuitofproductquality.Moreover,behindtheseconsumptionpatternsistheriseoftheglobalizationofscenee-commerce.Intoday'syouthlife,therearecirclesoffriends,cars,yoga,etc.,andtheproductssurroundingtheseaspectsareboundtohaveamarket.Attheheartofcross-bordere-commerceisthecultureofconsumers.TobuyacomputerintheUnitedStates,youneedtogotothewebsiteofeachbrandtobuy,andChinaone-stopsolution.Thisisthedifferenceinconsumptionhabitsofcountries.Similarly,formanufacturing,toseizetheopportunityofInternet+cross-bordere-commerce,itisnecessarytostudyandcomparetheculturalandlanguagesystemsofdifferentregionsintheworldandconsidertheconsumptioncultureandbehaviorpatternofthiscountry.Infact,cross-bordere-commerceistheprofitspacegeneratedbyinformationasymmetryinviewofconsumerbehaviorandpsychology.Customizedproductioncanmakeenterpriseshavedifferentiatedcompetitiveness,whichcanshapethecorecompetitivenessofthebrand,strengthentheinteractionwithusers,andincreaseuserstickiness,butthepremiseistomeettheneedsofusers,whichrequiresthestudyofuserpsychology.Cross-bordere-commercealsoneedsacompleteandintegratedecologicalchaintosupportit,whichhasbecomemoremature.Itisbelievedthatinthenextthreetofiveyears,cross-bordere-commerce,liketoday'se-commerce,willproduceacomprehensiveserviceplatform.TherewillalsobeverticalplatformsthatformChina'sentireecosystemtotheworld.TRANSLATIONPRINCIPLESINCROSS-BORDERE-COMMERCEPLATFORMS3.1Faithfulness Inmanytranslations,"faithfulness"hasalwaysbeenaconcern.EdmondGarry,famousFrenchtranslatorandtranslationtheoristmaintainsthattheissueof"faithfulness"intranslationhasbeenrunningthroughthousandsofyearsoftranslationhistory.AsafamousAmericantranslationtheorist,Nidabelievesthattranslationisthemostappropriateandnaturallanguagetoconveytheinformationofthesourcelanguage.Thefirstiscontent,thesecondisform.Yanfu,aChinesescholar,putforwardthetranslationcriteriaof"Faithfulness,ExpressivenessandElegance".Thusitcanbeseenthatbothtranslationtheoristsandtranslators,aswellasbothChineseandwesterners,followtheprincipleof"faithfulness".Therefore,theprincipleoffidelityisindispensableintranslation.Themostbasicmethodsoftranslationareliteralandfreetranslation.Freetranslationisusedtofaithfullyexpresstheideologicalcontentoftheoriginalworkandreproducetheartisticeffectoftheoriginalwork.Literaltranslationisatranslationmethodthatpreservesboththecontentandtheformoftheoriginaltext,whilefreetranslationonlypreservesthecontentoftheoriginaltext.Ifthetranslationandtheoriginaloftenhavethesameform,reflectthesamecontent,producethesameeffect.Literaltranslationisthebest.ThefirstprincipletobefollowedintheEnglishvocabularyofe-commerceplatformsistheprincipleofloyalty.Translationshouldbefaithfulnotonlytotheoriginal,butalsotothestyleoftheoriginal.BritishandAmericansspeakEnglish,buteachcountrymayusedifferentkeywordsinsearchenginesanddifferentwordsforthesameproduct.Forexample,inthesamesearchforpants,British