Study On The Relationship Between Corporate Image And Corporate Export Performance Based On Official Website International Publicity

In the era of the Internet popularization,corporate foreign language official websites are an important platform for enterprises to disseminate basic corporate information,communicate with the public,internationalize corporate image,and enhance their international influence as information disseminators.Therefore,it is deserved to be focused and studied.Previous studies on this topic mainly focused on the construction of official websites,website quality evaluations,and corporate information disclosures from the aspect the native language versions.Few research has been done on the relationship between the international publicity translation of corporate foreign language official websites,corporate image,and corporate exports performance.This study responds to this call and combines the theories of translation studies,communication studies,and management studies to examine the relationship between the corporate image of the company's official website and its export performance through an interdisciplinary perspective.This study mainly answers the following questions: First,does the company's export performance have a relationship with the company's foreign language official website? Second,from the corporate image international publicity point of view,what is the current status of the construction of foreign language websites of enterprises? Third,what is the relationship between the corporate image of foreign language official website and corporate export performance? Is the language translation of corporate official website related to corporate export performance?This study constructs a Logistic model to examine whether a company having a foreign language official website is related to the corporate exports.By reviewing the previous studies,a theoretical framework of corporate image and corporate export performance research based on the official website was constructed,and a corporate image evaluation indicator system for corporate foreign language official websites was established.This study tempt to evaluate language translation of the corporate foreign language official website from content comprehensiveness and text legibility,evaluate the company's introduction from three aspects: the company's profile,products/services,and social responsibilities,evaluate the website's user services in terms of interactivity and convenience,and evaluating the international communication of website in terms of languages in use,news report,and website Logo.Then,this study incorporates website of company introduction,user services,language translation,and international communication into the corporate image evaluation system of the corporate website,to examine the relationship between the corporate image and its export performance.This study first selected 200 manufacturing companies from different provinces from A-share listed companies in China's Shanghai and Shenzhen stock markets,and investigated whether the official websites of these companies had foreign language version,and then collecting related financial data of these companies from the Wind database,using Logistic regression analysis to examine whether the company with a foreign language official website is related to the company's exports.Secondly,from the A-share listed companies in China's Shanghai and Shenzhen stock markets,112 companies from manufacturing industry with a total export value of more than RMB 10 million in 2016 were selected as research samples.Based on the content analysis code table created in this study,the company's corporate image evaluation data are collected.By constructing the corpus of company introduction translated texts,the legibility of translated texts was evaluated.Finally,the canonical correlation analysis and multiple regression analysis were applied to examine the relationships between corporate image,including language translation and other indicators of the company's foreign language official website and the company's export performance.This study yields the following findings.First,there is a significant positive correlation between corporate export performance and whether the company has foreign-language official websites.The logistic regression result is: the coefficient of the export intensity of the company is 0.195,and the significance is 0.001,which indicates that the company's export intensity have a significant impact on the company's probability of having foreign language official website.The more the export intensity,the more likely it is to have an official website in foreign languages.The export intensity of a company is a measure of its export performance.Therefore,the results of this study indicate that there is a significant positive correlation between corporate export performance and whether Chinese companies have foreign-language official websites.Secondly,the current status of the foreign websites of sample companies: 1)In terms of foreign language in use,the languages of the websites are relatively monotonous.A great number of companies only have English-language official websites as their foreign language official website.2)In the aspect of main content structure,there are full of introduction of products and services on the website,as well as the structure of interactive channels and interaction with the public.While,columns of company culture and news reports are not full,related information of these columns inadequate.The foreign language official website does not value the corporate social responsibility international publicity,because 80% of the foreign language official websites do not have corporate social responsibility columns.3)In terms of text legibility,the evaluation score of many company's English brief introduction lay between 50-70 points.However,there are differences in the legibility of the English translation of the company's introduction among different manufacturing industries.Thirdly,there is a significant positive correlation between corporate image and export performance.Typical correlation analysis and multiple regression analysis show that there is a significant positive relationship between corporate image and corporate export sales and export profits.Specifically,the correlation coefficient between corporate image and corporate export sales is 0.291,and is significantly related at the 1% level of significance;the correlation coefficient with corporate export profits is higher,at 0.385,and is also significantly related at the 1% level of significance.The influence regression coefficient of the corporate image on the export sales of the company is 1.269,which is significant at the 5% significance level.The influence regression coefficient of the corporate image on the export profit of the company is 1.598,which also has a significant impact on the 5% significance level.Fourthly,language translation is positively correlated with corporate export performance.The correlation coefficient between language translation and corporate export sales was 0.267,which was significantly correlated at the 1% significance level.The correlation coefficient with export profits of enterprises was 0.312,which was significantly correlated at the 1% significance level.The influence regression coefficient of language translation on the export sales of the company is 1.33,which has a significant effect on the 5% significance level;the influence regression coefficient of language translation on the export profit of the company is 1.398,which has a significant effect on the 5% significance level.Among the two evaluation indicators of language translation,the correlation coefficient between the comprehensiveness of the content and the export sales of the company is 0.265,which has a significant correlation at the 1% significance level;the correlation coefficient between the comprehensiveness of the content and the export profit of the company is 0.337,with a significant correlation on 1% significant level.The comprehensiveness of the content on the export sales of the company has a regression coefficient of 0.427,and on the export profits of the company is 0.545,both of which have a significant effect on the 5% level of significance.The text legibility on the export sales of the company has a regression coefficient of 1.568,and on the export profits of enterprises is 0.887,both of which have significant effects on the 5% level of significance.The study has made contributions in that: firstly,this study proposes a theoretical framework of the corporate image and corporate export performance study based on the corporate foreign language official websites,analyze the relationship between corporate language translation,corporate introduction,user services,international communication and corporate image,constructed the corporate image evaluation indicators system of the corporate foreign language website.It also built a multiple regression model of the influence of corporate image and language translation on corporate export performance,and examined the relationship between corporate image,language translation,and corporate export sales and export profits.Secondly,this study constructs a language translation evaluation system for the company's official website,which contributes to theoretical study of business translation.Thirdly,this study proposes and is tested the hypothesis that corporate official website language translation affects the corporate image and thus influences the company's exports.In terms of methodology,this study adopts an interdisciplinary research method,which includes content analysis methods of Communication,corpus methods of Translation,econometric model method of Management.These methods were used to evaluate of the corporate image and language translation of the company's foreign language official website,to examine the relationship between corporate image,and language translation and corporate export performance.The cross-discipline,multi-method study provides new research perspectives,methods,and research paths for business translation study and corporate website research.Further study can be carried out by extending the samples,improving research methods,adding more language translation evaluation indicators.