展会宣传与招商案例解析

编译丨付晓 责任编辑丨朱永润******************

展会的宣传和招商是展会策划工作得以落实的两个重要步骤，两者相互促进，相辅相成，共同影响展会的具体效果，以下举例翻译说明展会宣传和招商中的具体环节。1.宣传计划Propaganda2016年8月：建设展览会展业网站作为展览会对外信息交流平台和窗口，通过谷歌、百度、雅虎、搜狐、新浪、阿里巴巴进行推广。周期为2016年8月-2017年3月15日。August，2016：Build professional exhibition web as the information exchange platform and the window of CGSEE, and popularize CGSEE through some popular websites, such as google,baidu,yahoo,sohu,sina,alibaba,etc.The duration is August,2016-March 15,2017.2016年9月：通过行业网站建立合作关系，发布本届展览会广告，在行业网站相关栏目报道展览会进程和重要展览及展品信息。周期为2016年9月--2017年5月15日。September,2016：Cooperate with some international websites of professional organizations and exhibition companies，such as ISES，REECO，etc., on which CGSEE will be issued, including the procedure, the VIP exhibitors and exhibiting products. The duration is September, 2016-May 15, 2017.2016年9月：和《新能源产业》《能源工程》《太阳能学报》《可再生能源》《西部太阳能》《发现资源——太阳能》等相关行业报刊杂志社建立合作关系，刊登本届展览会广告，并在相关的栏目报道展览会进程和重要展商及展品信息。周期为2016年9月-2017年4月30日。September，2016：Establish cooperation relationship with the professional newspapers, periodicals and magazines, such as “new energy industry”“energy project”“solar energy”“Journal”“renewable energy”“western solar energy”“Discovery Resources-Solar Energy”, on which CGSEE will be issued including the procedure, the VIP exhibitors and exhibiting products. The Duration is September，2016-April 30,2017.84中国会展www.cce.net.cnCopyright©博看网 www.bookan.com.cn. All Rights Reserved.2016年11月：将本届展览会信息发布在《中国经营报》《日报》《新民晚报》《上海科技报》，同时由媒体对本届展览会进行跟踪报道，并于2017年5月11日对本届展览会作重要新闻报道。形成立体传播格局，让媒体聚焦“XX展”。November，2016：CGSEE news will be issued on “Chinese Management”“Liberation Daily”“Xinmin Evening News”“Shanghai Science and Technology Newspaper”, meanwhile, the media TV will carry on the track report and make the important news report on May 11,2017.Thus, the three-dimensional pattern will be formed, and XXX Exhibition will be focused.2.招商Service of the Targeted Customers编辑印刷《XX展会快报》：从2016年9月至2017年4月，每月1期，通过邮局邮寄给目标观众。Edit and print “XXX Exhibition Bulletin”: Post the monthly publication to the target customers from September,2016-April,2017.编写展会新闻，通过“互联网”不定期向目标客户数据库中的客户传递展会最新进程信息和行业资讯。Non-periodically send the latest Exhibition news and professional information to the target customers in the target customers database.由合作媒体不定期向成员单位发送展会动态信息。Cooperation Media will non-periodically issue the dynamic exhibition news to the member units.召开新闻发布会，公布展商合作项目和招标项目。Hold the news issuing conference, announcing the cooperation inclination of exhibitors and the bids-needed items of the government.印刷参观券30万份，请柬五千张，于2016年12月-2017年3月邮寄给目标客户，邀请其届时前来参观洽谈。Print 300，000 pieces of visitor tickets, announcing the cooperation inclination of exhibitors and the member units.召开新闻发布会，公布展商合作项目和招标项目。Hold the news issuing conference, announcing the cooperation inclination of exhibitors and the bids-needed items of the government.印刷参观券30万份，请柬5000张，于2016年12月-2017年3月邮寄给目标客户，邀请其届时来参观洽谈。Print 3000000 pieces of visitor ticket,5000 pieces of invitation and then mail them to the target visitors during December ,2016-March,2017,inviting them to attend the business negotiation during the XXX exhibition period.通过合作报刊发行渠道夹寄展览会参观券。Send the visitor tickets attached with the cooperation newspapers and periodicals.在展览会网站开通观众登记服务，有意参观本届展览会的客商可通过在线登记获得更多关于展览会信息和参观券。Open the customers registering service on the XXX exhibition website, from which, those who are interested in participating the exhibition, can get much more exhibition information and the visitor tickets by registering on line.■ 翻译解析：翻译解析：首先，中英文标点符号的差异，例如：“和《新能源产业》《能源工程》《太阳能学报》《可再生能源》《西部太阳能》《发现资源——太阳能》等”在翻译过程中书名号在英文中要换成双引号。其次，中英文思维方式的差异，例如中文习惯于先具体再概括，而英文习惯先概括后具体。例如：“《新能源产业》《能源工程》《太阳能学报》《可再生能源》《西部太阳能》《发现资源——太阳能》等相关行业报刊杂志社建立合作关系”，中文中先举例再概括而翻译成英文为“with the professional newspapers, periodicals and magazines, such as ‘new energy industry’‘energy project’‘solar energy Journal’‘renewable energy’‘western solar energy’and‘Discovery Resources-Solar Energy’.”再次，与中文相比较，英文中更加注意时态的表达，和逻辑结构的表达，例如，中文中的“会”在英文中要翻译成“will”这个将来时态。为了表达中文中隐含的逻辑要用到连接词如“thus”。最后，在招商的文件中，多使用祈使句，使文章更加得简洁，执行力强，避免歧义。Copyright©博看网 www.bookan.com.cn. All Rights Reserved.2018年第23期总第431期

2018/12/15

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