摘要：

美国苹果公司电子产品可谓享誉全球，在中国更是不断掀起热购风潮。苹果产品走俏原因颇多，其中中文官网的成功翻译在产品介绍推广层面所起作用不可小觑。本文从德国功能主义目的论和变译观等翻译理论出发，从多角度探讨其中文网站建设策略，归纳提炼出具体翻译方法。研究发现，苹果官网汉语版驾轻就熟运用四字、双关、比喻、哲理性语言再造和多重押韵等语言策略。令其汉语表达文质兼美的诸上策略本身就是重要推销手段。苹果公司中文官网做到了恰如其分地符合中国消费者的阅读习惯、语言民族心理习惯，充分激发了中国消费者的购买欲望,对中国品牌国际化战略提供了有力的借鉴。
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关键词：苹果公司中文官网；翻译策略；国际化

Abstract:

This paper will try to analyze construction strategies of Apple’s Chinese website, based on the translation theories, such as, German functionalist approaches, skopos theory, variation and so on. It is found that through accepting abundant translation strategies, rhythms, puns, rearrangements, metaphors and philosophical expressions, Apple Inc. Chinese website so appropriately conforms to Chinese consumers’ reading habit and psychology that it adequately stirs up Chinese consumers’ desire of purchasing, which is also greatly beneficial for Chinese brands going global.

Key words: Apple’s Chinese website; translation strategies; internationalization

1    Introduction
1.1 Background
Apple Inc. is one of the world’s best-known and perhaps favourite companies. It has earned the reputation as being an innovative leader in the fields of personal computers, software, music players, mobile phones and digital music distribution. The company was started by Steve Jobs and Steve Wozniak in 1976. In 2010, it became the world’s most valuable computer company. Apple has succeeded by providing consumers with high quality, groundbreaking products. Almost everything Apple produces creates a media frenzy. The brand loyalty and the company enjoys are the envy of any business. The company’s product range is a list of stunning commercial successes, from the iMac to iTunes, the iPod, iPad and iPhone. ‘Fortune’ magazine says Apple is the world’s most admired company.