Bridging Cultures Through Translation: Adapting Websites for the Chinese Beer Market. English-to-Chinese translation proposal and translation commentary.

本论文的主要研究朝日集团控股公司网站(www.asahigroup-holdings.com/en/)及其品 牌之一维多利苦啤酒网站(www.victoriabitter.com.au)从英语到中文的翻译，并包括绪 论，以及语言翻译评论。论文分为三个主要部分。 第一部分概述了啤酒市场，特别是中国市场对啤酒的认知情况，探讨了吸引中国消费者 的必要性，并强调翻译在使网站内容易于理解方面的关键作用。同时，指出有效本地化 在文化和语言适配中的重要性。 第二部分提供朝日集团控股公司网站的翻译。本章还包括维多利亚苦啤酒网站的翻译 建议。维多利亚苦啤酒是澳大利亚最畅销的啤酒之一，由朝日旗下位于维多利亚州墨 尔本卡尔顿和联合啤酒厂生产。 最后一部分是语言翻译评论。 这个部分分析翻译与本地化过程中采用的策略，特别关 注语言和文化的挑战。此外，本论文还强调了搜索引擎优化(SEO)和移动优化的重要 性，这两者点在当今相互关联的数字化环境中尤为关键。

This thesis focuses on the English-to-Chinese translation of selected sections of the Asahi Group Holdings website (www.asahigroup-holdings.com/en/) and the Victoria Bitter website (www.victoriabitter.com.au), one of its brands. It is structured into three main sections, the translation proposal is framed by an introductory chapter and concluded with a linguistic and translation commentary. The first chapter presents an overview of the beer market, with a focus on the perception of beer in China. It examines the importance of reaching Chinese consumers and highlights the role of translation in making the website’s content accessible, taking into account the pivotal role of an effective localization. The second chapter provides a proposed translation of relevant sections of Asahi Group Holdings website to contextualize one of their brands, Victoria Bitter. This chapter also includes a translation proposal for the Victoria Bitter website. Victoria Bitter is one of Australia’s best-selling beers, produced by Carlton & United Breweries, a subsidiary of Asahi, in Melbourne, Victoria. The final chapter is dedicated to a detailed commentary on the translation process. This section explains the translation and localization strategies adopted, with particular attention to addressing linguistic and cultural challenges. Furthermore, it highlights the importance of search engine optimization (SEO) and mobile optimization - both of which are crucial in today's interconnected digital world.