| 摘要 | 第1-6页 |
| Abstract | 第6-13页 |
| Introduction | 第13-18页 |
| Chapter 1 External Publicity of Enterprises | 第18-34页 |
| ·External Publicity | 第18-19页 |
| ·Features of External Publicity of Western Enterprises | 第19-24页 |
| ·Precise Information | 第19-22页 |
| ·Objectiveness and Earthliness | 第22-23页 |
| ·Flexible Forms | 第23-24页 |
| ·Features of External Publicity of Chinese Enterprises | 第24-31页 |
| ·Piling up Flowery Expressions | 第24-26页 |
| ·Piling up Awards and Titles | 第26-29页 |
| ·Fixed Forms | 第29页 |
| ·Accumulating Slogans | 第29-31页 |
| ·Functions of External Publicity to Enterprises | 第31-34页 |
| Chapter 2 Unintentional Mistranslation and Intentional Mistranslation in External Publicity of Chinese Enterprises | 第34-55页 |
| ·Unintentional Mistranslation | 第36-37页 |
| ·Reasons Leading to Unintentional Mistranslation | 第37-44页 |
| ·Language Deficiency of Translators | 第38-42页 |
| ·Cultural Deficiency of Translators | 第42-44页 |
| ·Lacking the Sense of Responsibility | 第44页 |
| ·Intentional Mistranslation of External Publicity in Chinese Enterprises | 第44-47页 |
| ·Disparities Leading to Intentional Mistranslation | 第47-55页 |
| ·Language Disparities | 第48-49页 |
| ·Cultural Disparities | 第49-51页 |
| ·Aesthetical Preference Disparities | 第51-52页 |
| ·Thinking Pattern Disparities | 第52-53页 |
| ·Subjectivity Disparity of Translators | 第53-55页 |
| Chapter 3 Skopostheorie and External Publicity of Chinese Enterprises | 第55-71页 |
| ·Development of Skopostheorie | 第55-59页 |
| ·Rules of Skopostheorie | 第59-62页 |
| ·Skopos Rule | 第59-61页 |
| ·Intratextual Coherence | 第60页 |
| ·Intertextual Coherence | 第60-61页 |
| ·Function and Loyalty | 第61-62页 |
| ·Role of Source-Text Analysis,Translation Brief,Top-down Process and Translator Training | 第62-66页 |
| ·Role of Source-Text Analysis | 第62-63页 |
| ·Translation Brief | 第63-64页 |
| ·Top-down Process and Translator Training | 第64-66页 |
| ·Enlightenment on External Publicity of Chinese Enterprises | 第66-71页 |
| ·Translating as Purposeful Activity | 第66-68页 |
| ·Enhancing the Capacity Building of Translators | 第68-71页 |
| Chapter 4 Strategies to External Publicity of Chinese Enterprises | 第71-104页 |
| ·Extracting Necessary Information of the Products | 第72-89页 |
| ·Extracting the Product Information Needed | 第72-78页 |
| ·Deleting the Flowery Expressions | 第78-81页 |
| ·Deleting the Unfamiliar Awards and Titles | 第81-83页 |
| ·Deleting the Slogans | 第83-89页 |
| ·Embracing the Western Culture | 第89-94页 |
| ·Incorporating Western Psychology | 第94-100页 |
| ·Creating a Favourable CIS | 第100-104页 |
| Conclusion | 第104-108页 |
| Bibliography | 第108-113页 |
| Acknowledgements | 第113-114页 |
| 攻读学位期间主要的研究成果目录 | 第114页 |
