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实习报告 原文： 着力打造中华民族文化品牌 2011年05月20日 来源：人民日报 廖 言 文化产业的竞争，核心是文化品牌的竞争。文化品牌体现了有形资产与无形资产的统一，是衡量一个国家文化产业发展水平的重要标准。因此，精心打造中华民族文化品牌，加快发展文化产业，是提高我国文化产业国际竞争力的必然要求，对推动中华文化走向世界具有重要意义。我们党在推进中国特色社会主义事业的过程中，十分重视包括文化品牌在内的品牌建设，多次强调要加强品牌建设，并明确提出打造具有核心竞争力的知名文化品牌。那么，打造中华民族文化品牌的内涵是什么？打造中华民族文化品牌需要处理好哪些关系？怎样更好地打造中华民族文化品牌？今天刊发的这篇文章，对此进行了阐述。——编者 文化品牌是具有强大影响力和突出代表性并被大众广泛认同的文化标识。民族文化品牌是国家文化软实力、国际竞争力的重要体现。2010年中共中央政治局第二十二次集体学习时，胡锦涛同志明确提出要“精心打造中华民族文化品牌”。这是当前推进我国文化建设面临的一个重要课题，需要我们认真研究和落实。 打造中华民族文化品牌的丰富内涵和重大意义： 民族文化品牌作为一个民族重要的文化标识，应当以面向国际国内文化市场、代表文化产业发展成果、得到大众广泛认同的文化精品为载体。从这一角度看，文化品牌是一个国家或地区综合实力的重要体现和文化发展繁荣的重要标志。 文化品牌是民族精神和文化价值的重要载体。任何一个国家和民族都有自己的文化理想，都希望用勤劳和智慧创造自己的文化精品，树立自己的文化形象。文化品牌是精神、价值、观念的重要载体，是国家和民族的“宣传队”和“播种机”，是一种重要的文化引领，可以极大地激发民族自豪感、认同感和归属感。中华民族文化品牌是进行中外文化交流的桥梁，是推动世界文化多样化的重要力量，是人类文化宝库的重要组成部分。有效传承和传播中华民族精神、文化价值，让中华文化发扬光大、更好地走向世界，让世界人民更好地了解中国，都需要精心打造中华民族文化品牌。 文化品牌是文化产业发展成果的重要体现。文化品牌具有战略性、独特性、稀缺性，能够在不断满足人们精神文化需求中实现文化的经济价值。文化产业发展的要义，就是通过市场机制，在满足大众精神文化需求中实现社会效益和经济效益的有机统一。发展文化产业，最终要体现在拥有多少市场认同、大众欢迎的文化品牌上。因此，文化品牌的强弱多寡是衡量文化产业发展成熟度的一个重要标尺，是检验文化产业对经济发展直接贡献率的重要指标。 文化品牌是文化强国的重要标志。一个国家的综合国力是由经济实力、科技实力、军事实力和文化软实力等共同构成的。文化品牌代表和反映着文化软实力，是文化强国的重要标志之一。文化品牌不仅体现一个国家在文化发展方面的创造力，而且能够促进经济社会发展特别是科技发展，体现国家原始创新能力。从一定意义上说，中华民族文化品牌是文化领域的中国制造和中国创造。改革开放以来，我国经济贸易总体上保持顺差，而文化贸易却处于逆差。党的十六大以来，我们深入推进文化体制改革，为文化发展注入了生机和活力，文化产业和文化贸易得到长足发展。但要从根本上扭转文化贸易逆差的局面，还需要开发利用更多的文化优质资源，打造更多的文化品牌，实现从文化大国向文化强国的转变。 打造中华民族文化品牌须正确处理几个关系 当今时代，文化发展环境发生了深刻变化，文化在综合国力竞争中的作用日益突出，人民群众多样化多层次的文化需求日益突出，文化发展机遇与挑战并存。在这种情况下，我国文化建设的一个重要着力点就是充分发挥自身优势，打造中华民族文化品牌，使之走入群众、走进市场、走向世界。当前，打造中华民族文化品牌须正确处理几个关系。 历史和现实的关系。毛泽东同志曾经说过，“我们是马克思主义的历史主义者，我们不应当割断历史。从孔夫子到孙中山，我们应当给以总结，承继这一份珍贵的遗产。”这对于当前推进文化品牌建设仍具有重要的现实指导意义。我们既不能因为历史悠久而妄自尊大，也不能因为一些发达国家拥有文化资本和产品强势特别是文化品牌优势而妄自菲薄。文化是一脉相承的，任何国家和民族都不能割断文化传统；但每个时代又有属于这个时代的文化内涵。历史、传统、民俗等是打造民族文化品牌的重要基础资源，但又必须与时俱进。因此，我们应用富有时代精神的文化理想、文化自觉赋予历史文化资源鲜明的时代气息，使之焕发生机、永葆活力。 机遇和挑战的关系。当前，我国正处于发展的重要战略机遇期，这个机遇包括文化发展的机遇。新中国成立后特别是改革开放30多年来，我们积累了丰厚的物质基础和丰富的文化发展经验，为打造中华民族文化品牌提供了有利条件。应当看到，目前世界上有的国家开始把目光盯在我国丰厚的文化资源上，试图开发利用这些资源。因此，我们应进一步树立忧患意识、创新意识、发展意识、品牌意识，化挑战为动力，抢抓机遇，提升文化创新能力，精心打造民族文化品牌，实现文化产业发展新跨越。 统筹规划和各展优势的关系。近年来，我国在打造民族文化品牌上取得了显著进展。从孔子学院在国外广泛落地到中国出版业走出去以及杂技、书法、京剧、太极拳等受到各国人民欢迎，都说明中华文化正在更多地走出国门。同时，各地区、各行业也在积极打造富有地方特色和自身优势的文化品牌。但需要注意的是，打造中华民族文化品牌是一个系统工程，必须在规划、设计、管理等各个环节加强统筹，以凝聚各方力量、提高整体效益。尤其是在民族文化品牌走向国际市场时，更加需要搞好统筹规划。因此，我们应把政府引导和市场调节有机结合起来，既发挥全国“一盘棋”的优势，又调动各方面的积极性，努力形成更多更好的“拳头产品”，防止文化品牌处于自然生长甚至无序生长的状态。 品牌和品位的关系。文化产品直接触及人们的心灵，对人们的精神世界和社会的和谐稳定具有重大影响。当前，我国文化领域总体情况是好的，广大文化工作者坚持贴近实际、贴近生活、贴近群众，创作了一大批受人民群众欢迎的优秀文化产品。但同时也不能忽视庸俗、低俗、媚俗之风的存在，一些格调和品位不高的文化产品流入市场，污染社会空气，毒化人们心灵。因此，我们应坚持以社会主义核心价值体系为引领，防止单纯追求经济效益和利益最大化，让品牌成为品位的代名词，使文化品牌具有不朽的生命力和强大的震撼力。 以高度的文化自觉打造中华民族文化品牌 打造中华民族文化品牌，是一个复杂的文化创造过程，涉及众多方面和环节。抓好这项工作，应立足当前、着眼长远，对文化品牌建设的历史、现实和未来进行深入考察和分析，大力弘扬中华文化，吸收全人类优秀文化成果，使更多的中华民族文化品牌从“未名”到“知名”再到“著名”，不断增强吸引力、扩大影响力。 坚持统筹规划。应认真研究人民群众对文化品牌的新要求新期待，研究各国打造文化品牌的成功经验，研究文化品牌建设的特点和规律，研究现代科技特别是高新技术在文化品牌建设中的重要作用，把打造中华民族文化品牌纳入经济社会总体发展规划，作为国家和地区实现科学发展的重要战略之一，着力构建文化品牌体系，精心组织实施文化品牌战略，有计划、有步骤地打造文化品牌。树立和强化“国家营销”的理念，以全球的视野审视、开发和利用重要文化资源，使中华文化在世界上的影响力不断扩大。 坚持改革创新。文化品牌的魅力在原创、在创意，打造文化品牌的动力在创新。创意、创造、创新，是打造中华民族文化品牌的关键所在。应大力推进文化创新，不断丰富内容、创新形式，充分展现民族文化的特色和个性；既保持发展数量，更注重质量和内涵，以品成牌。加强对潜在品牌的挖掘，对已有一定影响力的文化品牌进行可持续创新。充分发挥高新技术在文化品牌建设中的支撑作用，增加文化品牌的科技含量，通过品牌创造带动产业创新，催生文化新业态。深化文化体制改革，建立健全有利于文化品牌建设的人才、融资、分配等制度，把制度创新作为文化产业发展特别是打造中华民族文化品牌的强大动力。 坚持面向市场和大众。文化品牌只有经过市场和消费者检验才能成长起来。打造品牌的过程，就是面向市场、面向大众、赢得人心的过程。今天，我国已经出现了对文化多样化多层次多方面的需求，形成了一些较好的文化品牌。但与广大人民群众的需求相比，与国家文化软实力建设的要求相比，文化品牌建设依然任重而道远。这也为打造中华民族文化品牌提供了广阔的发展空间。同时，实施中华文化“走出去”战略，要求大力发展文化产业，打造世界级文化品牌。这就需要我们努力站在当今文化发展的前沿，对优秀民族文化资源进行有效的挖掘、集聚、整合，牢牢把握中国气派、中国风格、中国精神，同时紧紧把握世界文化发展趋势，努力造就具有民族性、时代性、共通性的文化品牌；加强文化品牌知识产权保护，建立健全文化名牌商标保护机制，形成科学有效的现代市场营销策略和格局；充分发挥文化企业的主导作用，推动文化企业以品牌为龙头开发衍生产品、延伸产业链条，促进文化产业向集聚、集群、集约方向发展，使中华民族文化品牌以独特的风采走向世界。 译作： Strive to build the Chinese cultural brand The core of cultural industry competition lies in the cultural brand competition. Cultural brand embodies the unity of both the tangible assets and intangible assets. It is a important criterion to measure the development of a country's cultural industry. Therefore, in order to enhance the international competitiveness of Chinese cultural industry and promote Chinese culture to the world, we need to carefully build the Chinese cultural brand and accelerate the development of cultural industry. In the process of pushing ahead the cause of socialism with Chinese characteristics, our Party attaches great importance to brand building, including cultural brand building. Our Party has repeatedly stressed the need to strengthen brand construction and put forward clearly to build the core competitive well-known cultural brand. Then, what is the connotation of creating the brand of national culture? Which relationship needs to be dealt with when building the Chinese cultural brand? How to make the Chinese cultural brand better? This article published today has elaborated this. -----------editor Cultural brand is a cultural identity which is powerful and representative and is widely recognized. National cultural brand shows a nation’s culture soft strength and international competitiveness. Over the twenty-second collective study of the Political Bureau of the CPC Central Committee in 2010, Comrade Hu Jintao put forward clearly that we must “carefully build the Chinese cultural brand”. This is a major task we are facing now in advancing our culture construction, which need us to study seriously and fulfill. There are rich connotation and great significance of creating national cultural brand. As a national important cultural identification, national cultural brand should be oriented to both domestic and international cultural market, represent the achievement of the development of cultural industry, be widely recognized by the masses. From this point of view, cultural brand is important embodiment of a country or area’s comprehensive strength and important sign of cultural development and prosperity. Cultural brand is the important carrier of national spirit and cultural value. Any country and nation has its own cultural ideal, hoping to create their own cultural quality and establish their own cultural identity with diligence and wisdom. Cultural brand is also the important carrier of spirit, value and idea. It is the nation's \"propaganda team\" and \" planter”. It is a kind of important cultural guide which can greatly stimulate the nation’s sense of pride, identity and belonging. The Chinese cultural brand is a bridge between the Chinese and foreign cultural exchange, an important force to promote world cultural diversity and an important part of the human’s cultural treasure-house. We should inherit and spread the Chinese national spirit and cultural value, so that Chinese culture can be carried forward, be known to the world better and let the world know China better. All these can not be done without carefully build the Chinese cultural brand Cultural brand is important embodiment of the achievement of the development of cultural industry. Cultural brand is strategic, unique and rare, which can realize its cultural and economic value in the process of constantly meeting people's spiritual and cultural demand. Trough market mechanism, the essence of the development of cultural industry is to realize the organic unity of the social and economic benefit. The development of cultural industry will eventually be embodied in how much market share and popular cultural brand. Therefore, cultural brand strength is an important yardstick to measure the maturity of the development of cultural industry and an important indicator to examine the direct contribution the cultural industry on economic development. Brand culture is an important sign of cultural power. The economic strength, technology strength, military strength and cultural soft strength together make up a nation’s comprehensive power. Cultural brand represents and reflects the cultural soft power, which is one of the important signs of culturally powerful country. Cultural brand not only reflect a nation’s creativity in the aspect of culture development, but also promote the social and economic development especially the development of science and technology, reflecting the nation’s primitive innovation ability. In a certain sense, Chinese cultural brand embodies “made in China” and “created in China” in the field of culture. Since the reform and opening up, China's economy is generally favorable. However, cultural trade has a trade deficit. Since the Party's sixteenth conference, we have advanced the reform of the cultural system and injected vigor and vitality to the development of culture. Thus, cultural industry and cultural trade has developed rapidly. But in order to change the cultural trade deficit fundamentally, we still need to exploit more cultural resources, to build more cultural brand. Eventually, we can successfully shift from a culturally big country to a culturally powerful country. We must handle several relations correctly in order to build the Chinese cultural brand. Nowadays, culture development environment has undergone profound changes. For example, culture plays an increasingly important role in the competition of comprehensive national strength. People’s diverse cultural demand is outstanding day by day. The cultural development faced with both opportunity and challenge. In this case, an important focal point of our cultural construction is to give full play to their own advantages to build national cultural brand, making it into the masses, into the market and into the world. At present, we must handle several relations correctly in order to build the Chinese cultural brand. First, we must handle the relation between history and reality. Comrade Mao Zedong once said, \"Our history is the history of Marxist doctrine. We should not cut off history. From Confucius to Sun Yat-sen, we should sum over this valuable legacy.\" This still has important practical significance for the current advancing culture brand construction. We can not be arrogant because of a long history. Moreover, we can not belittle ourselves because of some developed countries’ cultural capital and strong product, especially cultural brand. Culture comes down in one continuous line. Any country or nation cannot cut off the traditional culture; but each time has its own cultural connotation. The history, traditions and folk custom are the important basic resources to create the brand of national culture, but they must also keep pace with the times. Therefore, we must apply our present-day cultural ideal and cultural consciousness to make the historical culture resources revitalized and maintain the vitality. Second, we must handle the relation between opportunities and challenges. At present, our country is in the development period of important strategic opportunity, including cultural development opportunity. After the founding of new China, especially 30 years after reforming and opening, we have accumulated rich material base and rich cultural development experience. This has provided favorable conditions for building the Chinese cultural brand. We ought to see that at present some countries in the world begin to stare at our country’s rich cultural resources, trying to develop and utilize these resources. Therefore, we should further establish suffering consciousness, innovation consciousness, development consciousness and brand consciousness; we should change challenge into dynamic; we should grab seize opportunity to enhance the ability of cultural innovation; we should carefully build national cultural brand to achieve a new leap in the development of cultural industry. Third, we must handle the relation between overall planning and the exhibition of the advantages. In recent years, our country has made remarkable progress in building the brand of national culture. Confucius Institute has established in a wide range in foreign countries. China's publishing industry has gone out of the country. Acrobatics, calligraphy, Peking Opera and Tai Chi are popular with people of all countries. All these indicate that Chinese culture is becoming increasingly out of the country. At the same time, all regions and sectors are actively creating the brand culture full of rich local characteristics and advantages. Note, however, building the Chinese cultural brand is a systematic project. We must plan as a whole in the aspects of planning, design and management to unite all forces, enhancing the overall efficiency. Especially when the national cultural brand goes into the international market, we need to lay more emphasis on overall planning. Therefore, we should combine together the government’s guidance and market adjustment, so that we can not only play the advantage of national \"chess\" but also arouse the enthusiasm of each respect. Only in this way can we create more and better \"quality products” and prevent the cultural brand from being in the state of natural growth or even out of order. Forth, we must handle the relation between brand and grade. Cultural products touch people's hearts directly. They have a significant impact on people's mental world and social harmony and stability. Currently, the overall situation of China's culture is favorable. The majority of cultural workers adhere to being close to reality, life, and the masses, creating a large number of excellent cultural products. Nevertheless, the existence of material, vulgar, kitsch can not be ignored. Some of the low style and taste cultural products have gone into the market, polluting the social air and poisoning people's minds. Therefore, we should adhere to the lead of the socialist core value system; we should prevent the simple pursuit of economic efficiency and maximum benefits; we should prevent the brand from being synonymous with quality; so that we can make our cultural brand of enduring vitality and strong appeal. We should build the Chinese cultural brand with a high degree of cultural consciousness. It is a complex cultural creating process to build the Chinese cultural brand. We need to be based on the current and focus on the future to deal with this task. We need to investigate and analyze the history, reality and future of cultural brand construction in depth. We should vigorously promote the Chinese culture and absorb cultural achievements of mankind to make more Chinese culture brand from \"Unnamed\" to \"known\" to \"famous\". Then, we can constantly enhance the attractiveness and extend the influence of Chinese cultural brand. We should insist on overall planning. We should carefully study people’s new requirements and new look of the cultural brand, study other countries’ successful experience in brand building, study the rules and characteristics of brand building, study the important role modern technology, especially high-tech research has in brand building. Building the Chinese cultural brand should be involved in general economic and social development plan. As one of the important strategies to realize country and area’s scientific development, we should focused on building the culture brand system, carefully organizing and implementing the culture brand strategy and building the cultural brand in a planned, step by step way. We should establish and strengthen \"national market\" concept. In order to expand Chinese cultural influence on the world, we should develop and utilize the important cultural resources with a global perspective. We should insist on reform and innovation. The charm of brand culture lies in its originality and creativity, and the motive power of building cultural brand lies in innovation. Creative, creativity, innovation are the key to build Chinese cultural brand. We should vigorously promote cultural innovation, enrich the content and form of innovation, fully show the characteristics of national culture and individual character; not only should we maintaining the quantity, we should pay more attention quality and turn the product into a brand. We should strengthen the digging of the potential brand and carry on sustainable innovation of some influential cultural brand. We should give full play to the supporting function of high and new technology. We should increase the technology content of the cultural brand, we should promote industrial innovation by creating the brand and drive to the birth of a new form of culture. We should deepen the reform of the cultural system, establish and perfect the system of talent, financing, the distribution which are in favor of cultural brand building. We should put system innovation as a strong power to the development of cultural industry development, especially to the building of the Chinese cultural brand. We should insist on the market and the public. Only after the test of market and consumers can a cultural brand grow up. The process of creating the brand is in fact the process of facing market, the masses and winning people’s hearts and minds. Today, our country has appeared the multiple levels and multiple aspects of demand for culture diversity, formed some good culture brand. But compared with the needs of the masses and the requirements of the construction of national cultural soft power, it still has a long way to go to building cultural brand. This also provides a broad space for the development of the Chinese cultural brand. . Meanwhile, the \"going out\" strategy of the Chinese culture requires the development of culture industry and to build a world-class brand culture. This requires us to stand in the forefront of today's cultural development and make effective mining, clustering, integrating of excellent national cultural resources. We should firmly grasp the Chinese style, Chinese manner and spirit, and firmly grasp the development trend of world culture, Striving to create the cultural brand with nationality, time and commonality; we should strengthen the protection to the rights of intellectual property, establish and perfect the protection mechanism of famous trademark, forming scientific and effective modern marketing strategy and structure; we should give full play to the leading role of the enterprise culture, promoting the cultural enterprises to develop derivative products and extend the industrial chain with the brand as a leading. We should promote the cultural industry to a direction of gathering, clustering, intensiveness, so that Chinese cultural brand can go to the world with a unique style. 实习心得： 一、实习目的：通过翻译实习，全面地将所学的各项英语知识结合起来，在翻译实践中进一步体会翻译技巧以提高翻译水平。同时，通过实习，注重实际应用能力、分析解决问题能力和严谨的科学作风的培养，提倡务实创新精神。 二、实习时间：2011年7月5日～7月20日 三、实习地点：武汉科技大学南五楼 四、实习参考资料：牛津高阶词典，翻译教材，网上资源 五、实习内容： 1 、了解英语翻译基本要求，掌握翻译实习要求； 2 、了解翻译方法及技巧，理解翻译技巧，掌握相关指定材料的翻译。 3 了解相关专业文章的基本特点，基本理解专业文章的翻译 4 会借助专业书籍及英语工具书进行翻译实践，基本掌握相关指定材料的翻译。 5进一步熟悉专业词汇 六、实习经过和体会收获： 我们是在7月初接到翻译实习的通知的，在收到乔老师发给我们组的翻译实习材料《着力打造中华民族文化品牌》以后，我还曾暗暗得意过。因为相比于其他小组十页八页的实习作业来说，我们组的两页纸的中译英看起来相对要轻松得多。等自己真正着手翻译这篇看起来很轻松的任务的时候，才发现根本不是那么回事。从我真正开始翻译到翻译完整篇文章，断断续续持续了一个星期左右，心里感慨万分。在此次翻译实习中我遇到了许多难题，意识到自己有许多不足，同时我也学到了很多东西。 记得以前有位老师老师跟我们要想做一个合格的翻译家，头脑中要至少有2000个词，100多个常用固定句做起翻译工作来才能得心应手，否则就会出现处处单词穷尽等表达不准确的状况出现。在进行翻译实习的时候，我确实碰见了老师预料到的问题。首先，是词汇量的不充足使我在翻译的途中经常遇到阻碍，不得不借助电脑，词典等工具查找出我所不能准确描述的关键词句。其次，是常用句型的缺乏也使得我在翻译过程中举步维艰。再有，就是对一些专有词汇的不熟悉，比如说“中共中央政治局第二十二次集体学习”“ 党的十六大“，这些词我们并不陌生，现实生活中经常听到也经常用到的，对于一个英语专业的学生来说如果平时用点心，多积累一些，翻译起来应该是得心应手的，可是在翻译中我却遇到了麻烦。最后动用所有可利用的资源，向同学咨询，求助于各种翻译软件，上网查找China Daily上的相关表达，才勉强翻译出来。 另外一个大难题就是在翻译实习的过程中，我发现很多的句子，中文可以用很长的一句话表达一个句子，而英语中的句子相对较短。那么，如何把一个长的中文句子翻译成英语呢？例如在翻译文本中倒数第四段“抓好这项工作，应立足当前、着眼长远，对文化品牌建设的历史、现实和未来进行深入考察和分析，大力弘扬中华文化，吸收全人类优秀文化成果，使更多的中华民族文化品牌从“未名”到“知名”再到“著名”，不断增强吸引力、扩大影响力。”这么长长的一个句子到底要怎么翻译成英语呢？翻译成英语是翻成一句话还是把句子翻成几句话呢。在翻译的过程中类似的问题出现了很多次。记得在翻译课上的时候老师也曾经说过如果很长的一句中文不能够翻译成一句英文的话可以将它翻译成几句话。于是在遇到类似的长句子的时候我都采取理论一句中文翻译成多句英文的方法。 当然在这次翻译实习的过程中我也学到了很多东西，收获颇丰。 首先，在进行翻译之前，我仔细阅读了乔老师发给我们的有关翻译技巧的两篇文章，了解一下翻译的技巧及策略，这样在翻译过程中就顺手多了。比如说直译与意译的选用上，“当原语在目的语中找不到对应词,直译又无法把原意传递出来时,意译是解决问题的有效方法”。了解到了这些基本的翻译技巧，然后在整个翻译过程中采取了直译与意译相结合的方法。 以前的我总以为翻译课是很容易的，只要积累了足够的单词，要翻译是件很容易的事情，所以上翻译课的时候我总是不认真听讲。可是当我真正面临着翻译实习的时候，才发现当时真的想得太过肤浅了。一句简简单单的话语，可是当我们要表达的时候，却变得错误百出，面目全非。 我想：翻译不像我们想象中的那么难，也并不像我们想象中的那么简单，要做好翻译，我们还得了解很多的东西并不是简简单单的只知道一点英语和汉语。在翻译的旅程里我们还有更艰辛的路要走。通过这次的翻译实习，让我更加清楚的认识到自身英语相关方面的不足，也让我更加清醒的认识到，丰富自己的词汇量及语境英语句型的重要性。我对翻译这份工作充满了期待和憧憬。满怀着这份激情，今后，我要更加严格的要求自己。在以后的学习生活中，我要做一个有心人，尤其要注意积累一些专有词汇的翻译，同时也要向老师多翻译实习技巧与策略，当然，最最重要的是，实践出真知。要想在翻译方面有长足的发展，我还必须要多进行一些文章的翻译，在实践中积累和培养自己的翻译水平。 指 导 教 师 评 语 实 习 成 绩

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