论跨境电商中英语词汇特点和翻译策略（英文）

Intheeraofinformationtechnology,withtherapiddevelopmentofscienceandtechnologyandeconomy,thecross-bordere-commerceindustryisrisingrapidly.English,asthecommonlanguageofmostcountriesandthemainlanguageoftheirtrade,iswidelyusedwithvariouscharacteristics.Indailybusinessnegotiations,itismorestandardizedtouseprescribedprofessionaltermsandspecificexpressions.Regionalandculturaldifferencesshouldnotbeunderestimated,andthesameexpressionmayhavecompletelydifferentmeaningsfordifferentregions.Therefore,fortheprofoundknowledgeoflanguage,manyresearchersandscholarshaveinvestedalotandwilldevotemoreenergytoexploreandstudy,andarecommittedtorevealingtheendlessmysteriesoflanguageforfuturegenerations.ThispaperfocusesontheapplicationofbusinessEnglishincross-bordere-commerce,andadoptsqualitativeanalysisandliteraturemethodtodiscussthevocabularycharacteristicsandtranslationstrategiesofEnglish,soastoprovideanewperspectiveonthelanguageapplicationofcross-bordere-commerce.Keywords:languageuse;vocabulary;translationstrategies摘要在信息化的时代，随着科技和经济的快速发展，跨境电商行业快速崛起，英语作为大多数国家的通用语言，也是其贸易的主要语言，被广为应用有着各式各样的特点。在日常的商务谈判中，使用规定的专业术语和特定的表达方式会更规范。地域和文化的差异也不容小觑，可能同一种表达对于不同地域将会有截然不同的意思。因此，对于语言这一门深奥的学问，许多研究者和学者投入了很多并且将投入更多精力去探索和研究，致力于为后人揭示语言无尽的奥秘。本文着重于跨境电商中商务英语的运用，采用定性分析法，文献法等对英语的词汇特点和翻译策略方面进行探讨，以便在跨境电商的语言运用方面提供一个新视角。关键词：语言运用；词汇；翻译策略IntroductionInrecentyears,cross-bordere-commerceisanemergingformofforeigntrade,whichisdevelopingrapidlyandthemarketscalecontinuestoexpand.Atthisstage,theeconomyandsocietycontinuetodevelopwell,people'slivingstandardscontinuetoimprove,andtheconvenienceofinternationallogisticsandtransportisgraduallyimproving.InChina,thestateactivelyencouragesdomestice-commercetogooutanddrivemoreproductsforexport,iscommittedtopromotingthedeepintegrationofdomestic,providingrichproductsandthoughtfulservices,andiscommittedtodrivingthedevelopmentofthedomesticindustry,facilitatingbetteradaptationtotheneedsoftheinternationalmarket,andpromotingthetransformationandupgradingofthedomesticindustryandtheprogressoftechnology.Cross-bordere-commerce,asanopen,multi-dimensionalandthree-dimensionalmodelofmultilateraleconomicandtradecooperation,hasbecomeanewenginetodrivethedevelopmentofthenewroundofglobalizationandenhancethevitalityoftheworldeconomy.Thedomesticgovernmenthasgivenstrongsupporttocross-bordere-commerce,andanumberofpoliciesandmeasureshavefacilitatedtherapiddevelopmentofcross-bordere-commerce.Thefuturedevelopmentspaceofcross-bordere-commerceisverybroad,andtheconstructionofoverseaswarehouseshasalsobecomeamajortrendforfuturedevelopment.Intheeraofinformationtechnology,cross-bordere-commerceindustryisdevelopingrapidly,therearemanybusinessEnglishvocabularies,andwewouldliketoknowmoreaboutsomeofthecharacteristics,lawsandusageofthesevocabularies,thispaperdescribesthecharacteristicsandtranslationofEnglishvocabulariesine-commercethroughtheintroductionofinternationaltrade.ByanalyzingthecharacteristicsandtranslationofbusinessEnglishvocabularyandsummarizingthem,cross-bordere-commercecanbetterfacethechallengesandtakeadvantageofitsownadvantages.Inthispaper,theresearchoncross-bordere-commercewillbeelaboratedinthefollowingaspects,firstly,theresearchonthecharacteristicsofEnglishvocabularyincross-bordere-commerce,propernouns,abbreviations,andspecialexpressionsofnumbersandunits;secondly,thediscussiononthechallengesthatmaybeencounteredandthetranslationskills;thirdly,thediscussiononthegeographicalandculturaldifferences,emphasizingontheimpactofgeographicaldifferencesonculture;thentheresearchonthetranslationofbrandnamesandtrademarks,i.e.,thediscussiononhowtoadapttothedifferentculturalenvironmentswhilemaintainingthebrandimage;andlastly,theresearchontheonlineterminologyandcolloquialexpressionsthatmaybeinvolved.1LiteratureReviewStatusofDomesticResearchDuanYongyanfromtheCollegeofHumanitiesandForeignLanguages,ZhejiangShurenUniversity,thinksthatwhentranslatingproductsincross-bordere-commerceinChina,weshouldfocusonthetwoprinciplesofbasiclanguageissuesandculturaldifferences,andhealsopointsoutthatthevocabularyofbusinessEnglishisverydifferentfromthatofEnglishingeneral,forexample,intheaspectsofspecialization,accuracy,particularity,andtheapplicationofkeywordsandclassicalvocabulary.Someelaborationsarealsomadeontranslationstandards,inwhichheappliestheviewsofacademicsBenZhangandLiSpeedthattheprincipleofloyaltyandtheprincipleofconsistencyshouldbeobserved.Finally,heconcludesthatthemostcrucialthinginthetranslationofbusinessEnglishvocabularyincross-bordere-commerceisthatitshouldnotbehaphazardlyassociated,anditshouldbetranslatedscientificallyandreasonably,anditalsorequiresthetranslationtalentstokeeplearningtokeepabreastofthetimes,tounderstandthelocalcustomsandlinguistichabitsofEnglish-speakingcountries,andtostrivetotranslatemoreaccuratelyandstandardization.StatusofOverseasResearchInthe1960s,scholarsofappliedlinguisticsinBritainandtheUnitedStatesputforwardtheteachingtheoriesofEnglishforSpecialPurposesandEnglishforSpecificPurposes(ESPforshort).ThetheoreticalstudyofESPmainlyanswerstheepistemologicalquestionsaboutthelinguisticnature,disciplinaryattributesandtextualfeaturesofBusinessEnglishasspecializedEnglish.Forexample,Strevenspointsoutthatwhenthecontentandobjectiveshavethespecialneedsofaparticularlearninggroup,ESPnotonlycontainsEnglishlanguageskillstraining,butalsohasobviousprofessionalconnotationsandisacombinationoflanguageskillstrainingandprofessionalknowledge.ScholarssuchasBarer,TaroneandLackstormhavestudiedBusinessEnglishfromtheperspectivesofstylistics,syntax,pragmaticsandgenreanalysis,andsoon.slexicalfeatures,linguisticfeaturesandtextualfeatures.Byanalyzingthemacro-structuresofthelanguageandthemicro-grammaticallexicalpatternsthatrealizethesestructures,thecognitivestructuresandconstructivestrategiesofbusinessEnglishtranslationarestudiedtoexplorelanguagelearninginspecificbusinesscommunicationcontexts.AppliedresearchonESPmainlyaddressesaseriesofissuesrelatedtotheteachingofEnglishforSpecializedPurposes,suchasthedevelopmentofafullscreenforteaching,thecurriculum,thedevelopmentofteachingmaterials,thetraining,measurementandassessmentoflanguageskills,andteachingmethods.Forexample,Dudleyadvocatesatask-based,application-centredapproachtoteachingEnglishforSpecializedPurposes,i.e."learningforuse,learningtolearn,learningtouse".Douglaspointedoutthatspecial-purposelinguisticcompetenceconsistsoflinguisticknowledge(grammaticalknowledge,discourseknowledge,functionalknowledgeandsociolinguisticknowledge),strategiccompetenceandbackgroundknowledge(discoursedomain),sothecultivationofthecompetenceofbusinessEnglishtranslationshouldbestartedfromthreeaspects,namely,linguisticknowledge,strategiccompetenceandbusinessbackgroundknowledge.Therefore,thecultivationofbusinessEnglishtranslationabilityshouldstartfromthreeaspects:linguisticknowledge,strategicabilityandbusinessbackgroundknowledge.2CharacteristicsofEnglishVocabularyinCross-borderinE-commerce2.1ExpertiseTheconceptof"business"isverybroad,generallyspeaking,inourperception,thisworldreferstodoingbusiness,toadeeperunderstandingistoincludeinvestment,trade,finance,tourismandotherbusinessactivities.TheCambridgeDictionaryofBusinessEnglishdefines"business"astheactivityofbuyingandsellinggoodsorservices,fromwhichorganizations,companiesorindividualsderivebenefitsandmoney.Therefore,whenyouadd“business”infrontofthewordEnglish,theBusinessEnglishyougetisnotthesameastheordinaryEnglish,ithasitsownspecializedformandterminologyonthelanguagelevel,sointermsofvocabularyusage,bothspokenandwritten,BusinessEnglishisverydifferentfromtheordinaryEnglish.BusinessEnglishdiscoursereferstobothwrittenandspokenEnglishusedininternationalbusinessactivities.ThepurposeofusingbusinessEnglishdiscourseisobvious:tocommunicateeffectivelyininternationalbusiness.(WengJingle,WengFengxiang,2022,44(01):6-11)BusinessEnglishisthemainlanguagetoolinbusinessactivities,belongingtoasocialfunctionvariant,canbewidelyusedinbusinessoccasions,andplaysanextremelyimportantroleinbusinessactivities.BusinessEnglishisbasedongeneralEnglish,butitismorespecializedthangeneralEnglish,soalthoughithasthelinguisticcharacteristicsofgeneralEnglish,thelevelofbusinessEnglishishigherthanthatofgeneralEnglish,anditneedstobecombinedwithvariousprofessionalknowledgeintheprocessofusingbusinessEnglish,soithasitsuniqueness.REF_Ref163080189\r\h[6]Asamoreformallanguageinthebusinessfield,BusinessEnglishusuallyusessomeclearwrittenlanguageandsomebroadconceptualvocabularyintextexpression.BusinessEnglishhasalreadygainedgooddevelopment,andinthelatetwentiethcenturyBusinessEnglishtookshapeandenteredapreliminarydevelopmentstage,whichismainlyreflectedintheemergenceofspecializedtermsandvocabulariesdifferentfromordinaryEnglish,includingexchangemanagementandaccounts.(SunYing,2023,(13):123-125)Fromthepointofviewofsigningacontractintrade,businesscontractisacommoncontractualtextinbusiness,withnormativeandbinding,whichrequiresbothpartiestotradetousesomeformalandstandardizedvocabulary.Forexample,intheexpression"theterminationoftheperiodofvalidity",usuallyuse“expiry”ratherthan“end”,intheexpression"certification,proof",usuallyuse“certify”ratherthan“prove”,intheexpression"plead,request",usuallyuse“solicit”insteadof“seek”,theabovearesomesimpleexamplesofprofessionalbusinessvocabulary.(HuangQ,2012:5)Intermsofphrases,businessEnglishwillgenerallyusealargenumberofsynonymsusedinconjunctionwithsomeoftheparallelphrases,althoughitmayappeartobesomewhatredundant,butthisisafixedexpressionofbusinessEnglish,cannotbedeletedseparately,theuseofsuchphrasesistoensuretheaccuracyofthewords,toavoidthevocabularyofthephenomenonofmorethanonemeaningoftheword,thusavoidingtheoccurrenceofthemeaningofavaguesentence,thephenomenonofexpressionoftheunknown,butalsoinordertoguaranteetheaccuracyofcontent,tomaintaintheauthorityofthelegaldocuments.Itisalsotoensuretheaccuracyofthecontentandmaintaintheauthorityoflegaldocuments.Forexample,whenexpressing"signed",usuallyuse“madeandsigned”,whenexpressing"each",use“eachandevery”,donotuseseparatewords.Whenexpressing"terms",wedonotuse“terms”or“conditions”alone,butuseitscombinationof“termsandconditions”,theaboveareexamplesofphrasesexpressedinbusinessEnglish.(FuSong,2015,(02):150+156)ThereisalsoaspecialphenomenonthatsomeEnglishvocabularies,whichhavecompletelydifferentmeaningsinordinaryEnglishandbusinessEnglish,aregivenspecificbusinessmeaningsinbusinesstextsandhavemoreoriginalmeanings.Forexample,inthecontractseesellers'deliveryadvice,heretheword“advice”inordinaryEnglishmeanssuggestionandadvice,butinbusinessEnglishmeans“notice”,sothisphrasemeans"seller'sdeliverynotice".Forexample,inthephrase“openinganirrevocableletterofcreditinfavoroftheseller”,“infavorof”doesn'tmeannot"favoring,approving",but"inordertosomebodyasthebeneficiaryorsomebodyasthepayee".ItcanbeseenthatinordertotranslatebusinessEnglishvocabularyaccurately,itisnotenoughtounderstanditsbasicmeaninginordinaryEnglish,butalsopayattentiontoitsbusinessmeaning,whichisahigherrequirementforthetranslator,whonotonlyneedstomastercertaintranslationskills,butalsoneedstomasterprofessionalbusinessknowledgeandbeabletotranslatebusinessvocabularyaccuratelyandcorrectlyonthebasisofthecontext.BusinessEnglishalsohassomefixedexpressionsontheuseofverbs,mostofwhichuseextremelyformalsingleverbs,butnotverbphrases.Forexample,whenexpressing"moveaway,transfer",usuallyuse“remove”insteadof“takeaway”,andwhenexpressing"suggestion",usuallyuse“suggest”insteadof“makeasuggestionof”.Theuseofsimple,formalindividualwordswillmakebusinessEnglishtextsmoreauthoritative,formalandcoherent.(JingzhiZ,LinW,2018:4)2.2AcronymIntheincreasinglycompetitivebusinessactivities,timeandefficiencyareveryimportant,theuseofacronymsisamajorfeatureofbusinessEnglish,acronymsaresimpleinstructure,informativeandclearinmeaning,inbusinesstextscanbeexpressedintheshortformofacronymsareveryrichincontent,shortenthetimeofthetransaction,andimprovetheefficiencyofthework.Therefore,abbreviationsarewidelyusedinbusinessactivitiessuchastransport,negotiatingtradeprices,insurance,paymentandsettlement.Forexample,CIFisusuallyusedinbusinesstextstodenotecostinsuranceandfreight,FOBtodenotefreeonboard,APRtodenoteannualpercentagerate,CODtodenotecashondelivery,BCCtodenoteblindcarboncopy,PODtodenoteportofdestinationandsoon.Forthiskindofabbreviation,peopleareveryfamiliarwithitsspecialconnotation,willnotcausecontroversy,becausethesespecificbusinessterms,professionalwordsandabbreviationswithspecialmeaningsareagreedupon.Inactualtranslation,translatorsneedtocollectawiderangeofbusinessEnglishspecializedvocabulary,commonvocabularyandabbreviations,andalsoneedtotranslatecorrectlyaccordingtorequirementsoftheactualtrade,soastopreventcertaininfluenceonthesubsequentwork.(WangTing,2021,34(12):147-148)Inaddition,forsomecommonwordswithcomplicatedspelling,peoplearemorefamiliarwiththeirmeanings,soinordertosavetimeinbusinessEnglishtexts,theywillsimplifythemandusetheformofacronymstoexpressthecompletemeaningofthewords.Forexample,“telephone”isexpressedas“tel”,“kilogram”isexpressedas“kilo”,“advertisement”isexpressedas“ad”andsoon.Itcanbeseenthatintheprocessofbusinessactivities,therelevantpersonnelmustmastertherelevantterminologyasanecessaryskill,whichisalsothebasicrequirementsforengaginginbusinessactivities.(ZhaoMingmeng,2021,(08):78-80)2.3NumberandUnitRepresentationNumberwordsandquantifiersaregenerallyusedinbusinessEnglish.Numberwordsgenerallydenotedata,especiallywhenexpressingtheprice,specification,deliverydate,deadlineandotherinformationofgoods,numberwordsrefertotheirownmeaning,sowhentranslating,usuallykeepthenumbersandtranslatedirectly.Forexample,“Thebudgetwillrocketupfrom120milliondollarsto340milliondollarsayear.”Thissentenceistranslatedwithoutthenumbers.Itisalsoimportanttonotetheequivalenceoftranslation,whichissimilartotheEnglishproverb,forexample,“Iamatsixesandsevens”.ThissentencemeansthatIhavebutterfliesinmystomach.Fromthis,wecanseethatthereisacommonalityinthetransformationaltranslationbetweenEnglishandChinese.InChinese,quantifiersaregenerallyusedinconjunctionwithnumbersandnouns,anddonotactasconstituentstoconnectandmakethesentencesmooth,whereasinEnglish,thenumberofwordsusedinconjunctionwithcountablenounsdonotneedtoaddquantifierstomakethenumberofexpressionsveryclear,butinthetranslationoftheChineselanguageneedtoaddquantifiers,forexample,“twoboards”,theformofthisphraseisthenumberofwordsdirectlyaddcountablenouns,however,inthetranslationofChinese,aquantifiershouldbeaddedinthemiddleoftwoandboards,soastomakethetranslatedsentencesmooth.(ChenJie,2021,(10):32-33)TheuseofunitwordsinBusinessEnglishalsohassomecharacteristics,usuallytheunitwordsusedarealmostthesameasthoseinordinaryEnglish,consideringtheneedtoshortenthetransactiontimeandimprovetheworkefficiency,theuseofunitwordsinBusinessEnglishwillsometimesbeusedinaconciseway,forexample,the“kilogram”isabbreviatedto“kilo”.Mostoftheunitwordscanbedividedintoseveralcategories,whichcanexpressthenumberofunits,shapes,volumes,actionstates,etc.,forexample,wordssuchaspeace,item,etc.canexpressthenumber,andthen,forexample,wordssuchasbottle,glass,pair,etc.canexpressthevolumeofuncountablenouns,andtheunitwordsthatexpresstheactionstatecanbeusedasflash,fate,etc.,forexample,aflashofhope.Improveworkefficiency,canbetterpromotethecompletionofthetransaction.(CuiYuxin,LiYu,2020,(10):59-61)3TranslationSkillsandChallenges3.1KeywordsSearchAssociatedwithHotSearchWordsCross-bordere-commercecanmakeiteasierforenterprisestorealizeinternationaltrade,andthesettingofkeywordsisveryimportantinthetradeprocess.Toclarifythethreeprimarykeywordsofcross-bordere-commerce:globalization,qualityandservice.Thesethreekeywordsreflecttheimportanceandvalueofcross-bordere-commerce.Globalizationisoneofthekeywords.Throughcross-bordere-commerce,enterprisescancrossbordersandentertheglobalmarket,whichmeansthattheyhavetheopportunitytolookformorecustomersandbusinessopportunitiesaroundtheworld.Underthebackgroundofglobalization,thekeywordsettingofcross-bordere-commerceneedstopaymoreattentiontointernationalizationanddiversity,andalsopayattentiontointernationalizationanddiversitywhendoinglanguagetranslation.Qualityandservicearealsothekeywordsofcross-bordere-commerce.Goodqualityproductsandconsiderateservicecanwinthetrustandloyaltyofcustomers,whichisconducivetoenterprisestobringtheirproductsandservicestomorecountriesandregions,therefore,goodqualityandconsiderateserviceareindispensable.Whencarryingoutpersonalizedmarketing,cross-bordere-commerceplatformsshouldfocusonthesethreefactors,forexample,inthepromotionofposters,youcancombinelanguagetranslationskillsandintegratethesethreefactorsintoit,soastoattractmoreconsumersandenhancetheircompetitivenessinthemarket.3.2SoaringWordValuedCross-bordere-commercewillusuallydiscussthepriceoftheproduct,andpricenegotiation,"priceup"expressionhasmanykinds,inEnglishthereareusually“riseinprice”and“priceup”twophrases,themeaningofthetwoisverysimilar,buttherearestillsomesmalldifferences,“priceup”biasedtowardstheChineseexpression,meaningtoraiseprices,andverbmeaning,inthebusinesstextusingthisphrasemeansthattheotherpartytoraiseprices,and“priceup”directlyexpressesthepriceoftherise,thereisalsoanexpressionisgoup,itcanalsorefertothepriceoftherise,butalsocanrefertothequantityoftheriseandtheleveloftherise.Theword“inflection”canbeusedinthepriceoftheriseofprices.Thewordreferstotheinflationofprices,thatis,theriseinprices.Inaddition,thewordssoaring,skyrocketandsooncanalsobeusedtoexpressrisingprices.Asyoucansee,therearemanydifferentwaystoexpressaChinesewordinEnglish,andyouneedtoexplorethecorrectusagewhenwritingbusinesstexts.(NieLulu,LiuZhengxi,2024,37(01):36-38+51)3.3PossibleChallengesintheFutureWiththecontinuousprogressofintelligenttechnologyandthecontinuousdevelopmentofthenetwork,cross-bordere-commercehasbecomethechoiceofmoreandmoreenterprises.Insuchacompetitivemarket,howtomaketheirproductsstandoutamongmoresimilarproductstoattractmoreconsumersisaproblemthateverycross-bordere-commercecompanyneedstoface.Atthisstage,oneofthemostimportantchallengesforcross-bordere-commerceismarketingandpromotion,whichrequiresfacingcommunicationdifficultiescausedbylanguageandculturaldifferences,supplychainandlogisticsrisks.ForChina,innovativemarketingmodelsandcreativetranslationmethodsareneededtohelpcompaniesquicklygeneratehigh-qualitypromotionalarticlesandproductdescriptionsinEnglish,wherearticlesusedtoattractconsumersneedtoincorporatelocally-specificculturalcontextsandethnicbackgrounds.Cross-bordere-commerceneedstoexplorenewbusinessmodelsinthefuturetoformpersonalizedmarketing,forexample,enterprisescanprovidepersonalizedproductrecommendationsanddescriptionsforeachconsumerbasedoninformationsuchasconsumers'searchhistoryandpurchasingbehaviors,andalsoprovidepersonalizedservicesandsolutionsforeachconsumerthroughtechnologiessuchassocialmediaautomation,andenterprisescanalsoconductcomprehensiveanalysisandforecastsofsupplychainandInventoryandotherinformationthroughmachinelearningandbigdataanalysisandothertechnologiestocarryoutcomprehensiveanalysisandprediction,atthesametime,butalsothroughintelligenttechnologytoimprovelogisticsefficiencyandreducecosts,withthecontinuousdevelopmentoftheInternet,platformoperationhasbecomethechoiceofmoreandmoreenterprises,throughtheconstructionoftheirownindependentstationandmajorpopularoverseassocialmediaplatformsandotherways,enterprisescanbemoreeffectiveincross-bordere-commercetopromoteandsellproducts.Theimpactofcross-bordere-commerceonthetranslationindustryishuge,translationservicesisanindispensablepartofcross-bordere-commerce,ifyouwanttosucceedinthefieldofcross-bordere-commerce,thequalityoftranslationservicesmustbeguaranteed.Therefore,cross-bordere-commerceplatformshavehighrequirementsforthequalityoftranslationservices,correcttranslationandculturaladaptabilityareveryimportant.Potentialchallengesofcross-bordere-commercemayexistinmanyaspects,forexample,languageandculturaldifferencescanbringopportunitychallenges,marketcompetition,lawsandregulations,technologyanddataanalysis,co-operationteam,etc.canallbringopportunitychallenges.Cross-bordere-commercepractitionersneedtofamiliarisethemselveswiththemarketandlocalsuppliersoftheothersideofthetrade,andstrivetoobtainmoreuniqueproductresourcestostandoutinthecompetition.Therearealsoalargenumberofopportunitiesandneedsinthemarketsofbothsidesofthetrade,whichrequirepractitionerstobeabletocapturethechangesandneedsofthemarketandtolookatcarryingouttargetedproductdevelopmentandpromotiontoimprovetheircompetitivenessinthemarket,aswellasinthetechnologicalaspect,whichrequirepractitionerstomakeuseofthemethodsandtoolsofdataanalysistoanalyzethemarketdemandandthetoolstoanalyzethemarketdemand.Onthetechnicalside,practitionersarerequiredtomakeuseofdataanalysismethodsandtoolstoanalyzemarketdemandanduserbehavior,optimizeproductservicesandcontinuouslyimproveproductcompetitiveness.Howtodealwiththechallengesposedbylanguageandculturaldifferencesisverycritical,firstofall,thereisaneedtoprovidemulti-languageservices,providemultiplelanguageversionsonthewebsitesothatconsumersindifferentcountriesandregionscaneasilybrowseandpurchaseproducts,oruseprofessionaltranslatorsandusetranslationtoolstoachievemulti-languageservices;thereisalsoaneedforin-depthunderstandingoftheculturalpracticesandvaluesofthetargetmarket,whichhelpstounderstandtheconsumer'sneedsandpreferencestobetterpositionproductsandmarketingstrategies;adaptivemarketing,wheredifferentmarketingstrategiesaredevelopedfordifferenttargetmarkets,e.g.socialmediamaybemoreeffectivethanothermarketingchannelsinsomecountriesandregions,whileTVadvertsorofflinecampaignsmaybemorepopularinothers,andhighqualitycustomerserviceteams,whichareabletoflexiblydealwithcustomersfromdifferentlinguisticandculturalbackgrounds,andofferawiderangeofservices.Accordingtoculturalbackgrounds,offeringavarietyofcommunicationchannelssuchasphone,email,onlinechat,etc.sothatcustomerscanchoosethemostappropriatewaytocontactthem.Then,teachersshouldstrengthentheresearchandapplicationofInternettechnology,andwhenapplyingInternettechnology,theyshouldadoptdifferentiatedteachingmethodsandprovidedifferentteachingcontentfordifferentstudents'learningneeds.IntheInternetera,studentscanobtainmorelearningresourcesanytimeandanywhere,effectivelybreakingthelimitationsofthetraditionalteachingmode,makingstudents'learningmorefree.(YangZhihua,2021,(16):168-169+185)Nowadays,chatGPTisgreatlypopular,andhasadvantagesoffastaccesstoinformation,processinglargeamountsoftextdata,personalizedlearning,andreal-timefeedback,whichcanbeconvenientformostworkers.Inthefieldoftranslation,chatGPTalsooccupiesagreatadvantage.Asanartificialintelligencetranslationmachine,thequalityandaccuracyoftranslationarehigherthanthatofhumantranslation.Thedevelopmentofnetworktechnologyalsosignificantlyimprovestheperformanceofmachinetranslation.Withthefurtherdevelopmentofglobalization,people'sdemandforreal-timetranslationisalsoincreasing.Comparedwiththesimultaneoustransmissionworkers,intelligentreal-timetranslationtechnologyismorepopularandconvenient.Fortranslators,itisnecessarytoproperlyfacethechallengesbroughtbyartificialintelligence,firstofall,torecognizethattherearenofixedstandardsoflanguage,sometextsareunstable,orfragmented,orhavenologic,inthiscase,itisdiffic