本文是一篇英语论文，基于目的论翻译这篇商业文本后，译者获得了一些收获和见解。翻译完成后，译者了解到在国际市场进入和运营中为营销人员打造品牌的重要性。
Chapter 1 Introduction
1.1 Background of the Translation Project
In early 2020,the COVID-19 pandemic brought new problems and challenges forglobal markets that people could not ignore.Global share prices fell,and nationaleconomies were hit.Many cities in China,India,Europe,and the USA were quarantined,putting businesses on the brink of collapse.The shutdown of offline business activities,a tight cash flow,the continued depletion of fixed expenses,and the adjustment ofbusiness models all tested the wisdom of entrepreneurs.
However,there were also chances for enterprises within the context of a weakeconomy due to the COVID-19 epidemic.Some industries like new retail,onlineeducation,medical devices,express delivery,and logistics were developed rapidlydriven by the pandemic.Some companies would be able to grasp the opportunitiesbrought by the epidemic and innovate boldly,seeing hope in the mist.During theepidemic,online education and distance learning took off.Schools and educationalenterprises carried out online teaching resource platforms for teachers and students.Demand for online consultation grew in spurts.In addition,the state introduced a seriesof policies to encourage the development of internet hospitals.Most enterprises chose towork online during the epidemic,bringing new opportunities for cloud service software,tools,and platforms.
1.2 Significance of the Translation Project
Translating the book can help Chinese marketers for international market entry andoperations which provides clear,actionable techniques to guide any organization tobuild sales in foreign markets from a marketing practitioner's perspective.In the age ofeconomic globalization,there are many opportunities in the foreign market.ManyChinese companies and marketers plan to run or already operate businesses in a newmarket to grow and develop their business.It is significant for marketers to learn how togain market share in foreign markets which is the key to company development.Translating this book can give some feasible advice for those companies to sharpen theirmarketing strategies which play a significant role in the competition.
In addition,this translation project is a rewarding experience for the translator.Thetranslator has acquired much business knowledge about business operations andimproved her translation ability.Furthermore,the translator has learned more aboutSkopos theory by solving problems and difficulties in the translation process.To sum up,diligence,perseverance,and patience are entry tickets to professional translation.Thetranslator verified the target text numerous times by reading the original text andsearching for background information to render an exact and smooth translation,servingthe translation Skopos.After translating this material,the translator has mastered related business expertise and learned the importance of building brand equity for an enterprisein a new market.The experience obtained from this practice may also provide areference for other translators.
Chapter 2 Analysis of the Source Text
2.1 Content of the Source TextThe source text is chapters 8-10 of the book International Brand Strategy:A Guideto Achieving Global Brand Growth which discusses how to define,develop,and delivervalue to buyers and provides defensive moves companies can make to hindercompetition and protect market share,helping them offer more value to buyers thancompetitors can.There are plenty of business cases the author takes to prove hisopinions including Gardner Denver,Honeywell,BlendTec,and other famous companies.The author is Sean Duffy,the founder,and CEO of Duffy Agency,who has condensedhis 30 years of handling strategic marketing and brand development exercises over sixcontinents into a slim,practical but comprehensive book.
The main points of these three chapters are as follows.Chapter Eight:BalancingShort-and Long-term Growth emphasizes the importance of investing in brand
