英文公司简介的互文性分析.pdfVIP

Chapter One Introduction Chapter One Introduction 1.1 Introduction It is known that nowadays good image is of vital significance for a company. Though being intangible, it is an effective communication channel for companies and their customers. Just as Napoles (1988) notes that a favorable corporate image “is one of the greatest important assets a business can have” (p.32). Company image is critical since it affects the long-term growth for a company. And among the various tools of building favorable corporate images, company profile plays a very important role. It is the first round of dialogue between a company and their potential clients, where the products and any other services a firm can provide are shown generally. As Hackett (2003) claims, company profile helps potential customers to understand a company’s business as well as to understand its approach ，unique strengths ，and relevant experience. A well-designed company profile, in order to arouse interest and obtain positive response from the clients, should offer information like “who we are” and “what we do”, so it must be careful in terms of the words, structures and the whole text. With the speed of the globalization, more and more companies do international business and pay much attention to the overseas market. Then composing a concise but effective English company profile is being an issue for every firm that hopes to thrive in the fierce global competition. Company profiles, similar to other texts, literally or non-literally, are not isolated. Factually they are inseparable from other texts or the for-and-aft text, that’s to say, they have intertextuality with other texts. The