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商务翻译
如何克服当前出口低迷①的局面?
近年来，许多中国出口厂商受到了亚洲金融危机的冲击。该地区许多国家的经济不景气引起消费市场萎缩，币值不稳②使购买力③下降。有的国家政局不定，经济动荡，贸易保护主义升级，外交摩擦抬头④。这些使得对该地区的出口十分困难。我们必须采取有效措施来对付这种出口低迷的局面。
我们要大力推进外贸体制⑤改革，走集团化⑥的道路，组建以外贸为龙头⑦的工贸、农贸、技贸相结合的企业集团，以增强企业的竞争力。老的大中型国有企业必须进行技术改造以增强活力，对有条件的大中型企业应授予其进出口经营权。工业企业自营出口⑧这是我国外贸体制改革的一个重大步骤。
必须优化传统的出口商品结构⑨, 靠价格和数量竞争⑩的时代已一去不复返了。在当今激烈竞争的世界上，只有以质取胜和改善售前、售后服务才能行得通。要通过精加工和深加工 。提高出口商品的附加值；要努力生产适销对路的名特优新产品 和“拳头”产品 打入国际市场。由于市场形势千变万化，出口产品必须不断地更新换代，做到你无我有，你有我优，胜人一筹。
要全方位地开拓国际市场，市场多元化 是立于不败之地的关键。俗话说：“不能在一棵树上吊死。” 在选择新辟市场时要权衡其风险与机会，并且要反应迅速；要随时跟踪市场变化情况，以便选择有利时机和地点抓紧出口。只有那些富有活力、洞察力和应变力的企业 才能在市场景气时大显身手，而在市场萧条时也能站稳脚跟。当某些市场疲软时，总还有另一些市场坚挺，所以能够做到“东方不亮西方亮 ”。
出口商品必须有一流的品质、款式、包装和装潢，但行之有效的广告宣传和促销活动也很重要。尤其要提高用外语针对国外市场进行宣传的能力。赴国外参展，派人员出国推销，在国外建立生产或销售点，等等，一定要讲求实效。最后，引进国外的技术和资金以提高我国出口商品的质量和劳动生产率，通过加强管理降低成本，通过加强培训以提高人员的素质 ，等等，都是不可忽视的方面。通过落实各项优惠政策 ，搞好基础设施建设，完善配套服务，掀起一个吸引外资的新高潮。 (原文引自《中国翻译》2004年第6期)
注释：
① 出口低迷 export slump
② 币值不稳 teetering currency rate
③ 购买力 purchasing power
④ 政局不定，经济动荡，贸易保护主义升级，外交摩擦抬头 political instability, changing economic circumstances, mounting protectionist barriers or diplomatic rows
⑤ 外贸体制 foreign trade regime
⑥ 集团化 conglomeration
⑦ 以外贸为龙头 with foreign trade as the locomotive/flagship
⑧ 自营出口 orientation of industry towards the export market
⑨ 出口商品结构 makeup of export products
⑩ 靠价格和数量竞争 merchandise geared to price competition on mass market
精加工和深加工 dynamic ETM approach — namely elaborately transformed manufacturing
适销对路的名特优新产品 premium and novel products with a ready market
“拳头”产品 “hard-hitting”/“knockout” items
市场多元化 market diversification
俗话说：“不能在一棵树上吊死。” In common parlance, it is unwise to “put all our eggs in one basket”.
富有活力、洞察力和应变的企业 a dynamic, insightful and viable company
东方不亮西方亮 to gain on the swings what might be lost on the roundabouts
提高人员的素质 caliber of personnel
优惠政策 preferential policies
翻译策略：
该文是一篇有关外贸商务的文章，翻译有一定难度。 首先，经贸文体的英译要符合国际惯例和英语国家的表达习惯。英语里的固定表达可以引进或模仿使用，如把“优惠政策”译为“preferential policies”，把“在市场景气时大显身手，在市场萧条时也能站稳脚跟”译为“weather over bad times and make a good killing in good times”。其次，在独具中国特色的表达难以找到相关的用词时，要根据具体含义，适当转换，如“以外贸为龙头”、“拳头产品”、“不能在一棵树上吊死”等。
参考译文：
How-to Beat the Current Export Slump
In recent years, many Chinese exporters have seen their efforts increasingly undercut by the impact of the spreading financial crisis in Asia. The lifeless economies of many countries in the region have caused their consumer markets to shrink. Their teetering currency rates have caused their purchasing power to be weakened. In some cases political instability, changing economic circumstances, mounting protectionist barriers or diplomatic rows have made it difficult for us to export to those countries. We must take effective measures to beat the export slump.
We must press forward with the reform in the foreign trade regime. Conglomeration — forming allies with manufacturing, farming, or scientific research with foreign trade as the locomotive / flagship — points the way ahead to strengthened competitiveness. Outmoded state-owned enterprises, large or medium-sized, should be revamped to become more viable. Those enterprises better positioned should be granted the license / right to move into exporting. The orientation of industry towards the export market is a major step in the reform of China’s foreign trade management structure.
The traditional makeup of export products needs to be optimized. Gone are the days when merchandise geared to price competition on mass market had its way. Now, in the highly competitive world the concepts of “export of fine quality or else no export at all” and “good services before and after sales” should be the order of the day. The dynamic ETM approach — namely elaborately transformed manufacturing should be used to increase the added value on export commodities. And efforts must be made to turn out premium and novel products with a ready market or the so-called “hard-hitting” / “knockout” items that can break / edge their way into foreign markets. With the market changing so quickly, export companies should keep moving up-market — do what we are best at by going where others cannot go or do whatever we have a competitive edge over our rivals.
It is important to tap the market potential around the world. And geographical market diversification is the key to surviving the unsteady world market. In common parlance, it is unwise to “put all our eggs in one basket”. The selection of new markets should be done by evaluating both their risks and opportunities — simultaneously and quickly. Monitor all markets constantly so that we can export to the right countries or regions at the right times. Only a dynamic, forward-looking and viable export company is capable of weathering over the bad times and making a good killing in good times. When some markets slump, there are always other markets remaining buoyant. Thus, we can stand a chance to gain on the swings what might be lost on the roundabouts.
Our export products must have first class quality, design, styling and presentation. But effective publicity, advertising and promotion are also essential. Development of expertise in advertising in foreign languages targeted at foreign markets is particularly important. Discovery of profitable outlets and connections is also of great significance. Participation in trade fairs abroad, foreign travels by sales forces and the setting up of production facilities or sales outlets overseas must ensure that they are result-ended. Finally, the injection of new technology and new capital into our economy will help increase the productivity and quality of our export products. It is also important to reduce costs through improved management, and to raise the caliber of personnel through enhanced training. With the series of preferential policies implemented to the letter and with infrastructure constructions and services provided satisfactorily, we are surely hopeful of stepping up a new up-surge in alluring inward investments from external countries and regions. (丁衡祁译，引自《中国翻译》2004年第6期)
