The C-E Translation Strategies Research of Cross-Border Ecommerce Products Under the Belt and Road Initiative

Abstract

Since 2020, offline sales entities have been restricted due to the epidemic situation and the influence of national policies, and cross-border e-commerce, a new industrial model, has gradually developed. However, there are still some shortcomings in the field of translation, and cross-border e-commerce English encounters problems, which will affect the development of cross-border e-commerce trade to a certain extent. To improve the English translation skills of cross-border e-commerce products, this paper analyzes and summarizes the English translation problems of cross-border e-commerce products by Skopos theory. Based on the Skopos theory with background knowledge, culture, and other factors, this paper discusses appropriate translation methods and puts forward appropriate translation strategies from the Skopos principle, faithfulness principle, and coherence principle, to promote the steady development of cross-border e-commerce.