Table of Contents 目录
- Diving into Netflix’s Localization Strategy
深入探讨 Netflix 的本地化策略 - The Three Phases of Netflix’s Localization Strategy
Netflix 本地化战略的三个阶段 - A Commitment to Continuous Learning and Improvement
致力于持续学习和改进 - The Four Pillars of Netflix’s Localization Success
Netflix 本地化成功的四大支柱 - Conclusion: Embracing Localization for Global Success
结论：拥抱本地化以获得全球成功
Diving into Netflix’s Localization Strategy
深入探讨 Netflix 的本地化策略
In a world increasingly interconnected by technology and digitalized markets, businesses are recognizing the value of expanding their reach beyond borders. Netflix, thanks to their localization strategy, stands as a beacon of success in this regard, having successfully conquered over 190 countries and garnering over 222 million subscribers worldwide, as reported by Statista.
在技术和数字化市场日益互联的世界中，企业正在认识到扩大其跨境影响力的价值。据 Statista 报道，Netflix 凭借其本地化战略，成为这方面的成功灯塔，已成功征服 190 多个国家，在全球拥有超过 2.22 亿订阅用户。
Netflix’s international success is not a mere stroke of luck; it’s a testament to a meticulously crafted localization strategy that has enabled the company to connect with audiences across cultures and languages. Localization, the process of adapting products, services, and marketing messages to suit specific cultural contexts, is not merely about translating words; it’s about understanding and honoring the nuances, preferences, and expectations of different markets.
Netflix 在国际上的成功不仅仅是运气；它证明了精心设计的本地化策略，使该公司能够与跨文化和语言的受众建立联系。本地化，即调整产品、服务和营销信息以适应特定文化背景的过程，不仅仅是翻译文字；还涉及翻译。这是关于理解和尊重不同市场的细微差别、偏好和期望。
This article delves into the intricacies of Netflix’s localization strategy, uncovering the key pillars that have propelled the company’s global dominance. By examining Netflix’s approach to language, content, design, and cultural sensitivity, we’ll uncover valuable insights that businesses can adopt to replicate Netflix’s success in their own international endeavors.
本文深入探讨了 Netflix 本地化战略的复杂性，揭示了推动该公司全球主导地位的关键支柱。通过研究 Netflix 在语言、内容、设计和文化敏感性方面的方法，我们将发现有价值的见解，企业可以利用这些见解在自己的国际业务中复制 Netflix 的成功。
The Three Phases of Netflix’s Localization Strategy
Netflix 本地化战略的三个阶段
Netflix’s localization journey can be divided into three distinct phases that reflect the company’s evolution from a domestic player to a global powerhouse:
Netflix 的本地化之旅可以分为三个不同的阶段，反映了该公司从国内企业到全球巨头的演变：
Phase 1: U.S. Market Saturation and Initial International Entry (2007-2010)
第一阶段：美国市场饱和和首次进入国际市场（2007-2010）
Netflix’s initial focus was on establishing a strong foothold in the U.S. market, building a loyal subscriber base and honing its core streaming service. This phase was characterized by a gradual expansion into English-speaking markets, such as Canada and the UK, as a means of testing its localization capabilities.
Netflix 最初的重点是在美国市场建立牢固的立足点，建立忠实的用户基础并磨练其核心流媒体服务。这一阶段的特点是逐步扩展到加拿大和英国等英语市场，作为测试其本地化能力的手段。
Key Localization Strategies:
主要本地化策略：
- Focus on English-speaking markets: This strategy allowed Netflix to leverage its existing expertise in the US market and focus on perfecting its localization efforts before venturing into more culturally diverse regions.
专注于英语市场：这一战略使 Netflix 能够利用其在美国市场的现有专业知识，并在进军文化更加多元化的地区之前专注于完善其本地化工作。 - Localized customer support: Netflix recognized the importance of providing customer support in the local language, enabling seamless communication with users and addressing their concerns effectively.
本地化客户支持：Netflix 认识到以本地语言提供客户支持、实现与用户无缝沟通并有效解决他们的疑虑的重要性。
Phase 2: Accelerating Global Expansion (2010-2015)
第二阶段：加速全球扩张（2010-2015）
As Netflix gained confidence in its localization capabilities, it embarked on a rapid expansion into non-English-speaking markets, particularly in Europe, Latin America, and Asia. This phase saw Netflix adopt a more comprehensive localization approach, extending its efforts beyond translation to encompass the entire user experience.
随着 Netflix 对自己的本地化能力充满信心，它开始快速扩张到非英语市场，特别是欧洲、拉丁美洲和亚洲。在这一阶段，Netflix 采用了更全面的本地化方法，将其工作范围从翻译扩展到涵盖整个用户体验。
Key Localization Strategies:
主要本地化策略：
- Comprehensive localization: Netflix aimed to localize all aspects of its platform, including the interface, subtitles, and customer support, ensuring that users in any market could enjoy a seamless and engaging experience.
全面本地化：Netflix 旨在对其平台的各个方面进行本地化，包括界面、字幕和客户支持，确保任何市场的用户都能享受无缝且引人入胜的体验。 - Local content production: Netflix recognized the potential of local content to resonate with audiences worldwide. It began producing original programs tailored to specific regions, such as “La Casa de Papel” (Money Heist) in Spain and “Lupin” in France.
本地内容制作：Netflix 认识到本地内容与全球观众产生共鸣的潜力。它开始制作针对特定地区的原创节目，例如西班牙的“La Casa de Papel”（金钱抢劫）和法国的“Lupin”。
Phase 3: Deepening Market Penetration and Local Partnerships (2015-Present)
第三阶段：深化市场渗透和当地合作伙伴关系（2015 年至今）
With a global presence established, Netflix’s localization strategy focused on deepening its market penetration and strengthening its relationships with local partners. This phase saw the company expand its content library, tailoring recommendations to individual user preferences, and forging partnerships with local telecom providers to expand its reach further.
随着全球业务的建立，Netflix 的本地化战略侧重于深化市场渗透并加强与当地合作伙伴的关系。在这一阶段，该公司扩大了内容库，根据个人用户偏好定制推荐，并与当地电信提供商建立了合作伙伴关系，以进一步扩大其覆盖范围。
Key Localization Strategies:
主要本地化策略：
- Data-driven localization: Netflix leveraged user data to refine its localization efforts, ensuring that content recommendations and localized features aligned with the preferences of specific audiences.
数据驱动的本地化：Netflix 利用用户数据来完善其本地化工作，确保内容推荐和本地化功能符合特定受众的偏好。 - Local partnerships: Netflix collaborated with local telecommunications companies to offer bundled subscriptions and expand its reach across diverse regions.
当地合作伙伴：Netflix 与当地电信公司合作，提供捆绑订阅服务，并扩大其在不同地区的覆盖范围。
A Commitment to Continuous Learning and Improvement
致力于持续学习和改进
Throughout its localization journey, Netflix has demonstrated a commitment to continuous learning and improvement. The company has constantly adapted its strategies based on user feedback, market trends, and emerging technologies. This adaptability has been instrumental in maintaining Netflix’s competitive edge and expanding its global presence.
在整个本地化历程中，Netflix 展现了对持续学习和改进的承诺。该公司根据用户反馈、市场趋势和新兴技术不断调整其战略。这种适应性对于保持 Netflix 的竞争优势和扩大其全球影响力发挥了重要作用。
The success of Netflix’s localization strategy offers valuable lessons for businesses aspiring to expand their reach internationally:
Netflix 本地化战略的成功为渴望扩大国际影响力的企业提供了宝贵的经验教训：
- Understand cultural nuances: Acknowledge and respect the cultural differences of each market you enter. Tailor your content, marketing messages, and design elements to resonate with local preferences and expectations.
了解文化差异：承认并尊重您进入的每个市场的文化差异。定制您的内容、营销信息和设计元素，以与当地的偏好和期望产生共鸣。 - Localization beyond translation: Localization goes beyond simply translating words. Consider transcreation, which involves adapting content to fit the local culture and language, without losing its original essence.
超越翻译的本地化：本地化不仅仅是翻译单词。考虑创译，它涉及调整内容以适应当地文化和语言，同时又不失去其原始本质。 - Invest in local content: Producing original content tailored to specific markets can significantly enhance your brand’s appeal and establish a deeper connection with local audiences.
投资本地内容：制作针对特定市场的原创内容可以显着增强您的品牌吸引力，并与本地受众建立更深层次的联系。 - Continuous learning and adaptation: Be open to feedback and adapt your localization strategies based on evolving market conditions and user preferences.
持续学习和适应：乐于接受反馈，并根据不断变化的市场条件和用户偏好调整您的本地化策略。
The Four Pillars of Netflix’s Localization Success
Netflix 本地化成功的四大支柱
1. Start Slow and Build Incrementally
1. 缓慢开始并逐步构建
Netflix’s approach to international expansion has been characterized by a cautious and methodical strategy, emphasizing a phased rollout and a focus on understanding local markets before diving into new ones. This approach has enabled the company to avoid the pitfalls of hasty expansion and ensure that its localization efforts are tailored to the specific needs and preferences of each market.
Netflix 的国际扩张方式的特点是采取谨慎而有条理的策略，强调分阶段推出并注重在进入新市场之前了解当地市场。这种方法使该公司能够避免仓促扩张的陷阱，并确保其本地化工作适合每个市场的特定需求和偏好。
The Importance of Gradual Expansion
逐步扩张的重要性
Netflix’s decision to start slowly and build incrementally reflects the inherent challenges of international expansion. Entering new markets requires a deep understanding of cultural nuances, consumer behavior, and regulatory frameworks. Rushing into these unfamiliar territories without proper preparation can lead to costly mistakes and alienate potential customers.
Netflix 缓慢起步、逐步建设的决定反映了国际扩张的固有挑战。进入新市场需要深入了解文化差异、消费者行为和监管框架。在没有适当准备的情况下闯入这些陌生的领域可能会导致代价高昂的错误并疏远潜在客户。
For instance, Netflix’s initial expansion into Latin America was met with challenges due to cultural differences in preferences for subtitles versus dubbing. The company quickly adapted its localization strategies to meet these preferences, ensuring a more seamless user experience for Latin American audiences.
例如，Netflix 最初向拉丁美洲扩张时，由于字幕与配音偏好的文化差异而遇到了挑战。该公司迅速调整了本地化策略以满足这些偏好，确保为拉丁美洲受众提供更加无缝的用户体验。
Targeting Geographically Close Markets
瞄准地理位置较近的市场
Netflix’s expansion and localization strategy has also been guided by the principle of targeting geographically close and culturally similar markets first. This approach allows the company to leverage its existing expertise and resources while minimizing the risk of cultural and linguistic barriers.
Netflix 的扩张和本地化战略也遵循首先瞄准地理位置接近且文化相似的市场的原则。这种方法使公司能够利用其现有的专业知识和资源，同时最大限度地减少文化和语言障碍的风险。
By starting with English-speaking markets like Canada and the UK, Netflix gained valuable experience in localization and customer support before venturing into more diverse regions. This approach enabled the company to gradually build its localization capabilities and refine its strategies over time.
通过从加拿大和英国等英语市场入手，Netflix 在本地化和客户支持方面获得了宝贵的经验，然后再进军更多元化的地区。这种方法使该公司能够逐步建立本地化能力并随着时间的推移完善其战略。
Benefits of a Phased Approach
分阶段方法的好处
A phased approach to international expansion offers several advantages, including:
分阶段的国际扩张方法具有多种优势，包括：
- Reduced Risk: By entering markets gradually, businesses can minimize the financial and reputational risks associated with global expansion.
降低风险：通过逐步进入市场，企业可以最大限度地降低与全球扩张相关的财务和声誉风险。 - Enhanced Learning: Each new market provides valuable insights into cultural preferences and challenges, allowing businesses to refine their localization strategies over time.
增强学习：每个新市场都提供有关文化偏好和挑战的宝贵见解，使企业能够随着时间的推移完善其本地化策略。 - Focused Resources: By focusing on a few markets at a time, businesses can allocate resources more effectively and ensure that their localization efforts are high-quality and tailored to specific audiences.
集中资源：通过一次专注于几个市场，企业可以更有效地分配资源，并确保其本地化工作是高质量的并针对特定受众量身定制。
Case Study: Netflix’s Expansion into Japan
案例研究：Netflix 进军日本
Netflix’s expansion into Japan, a culturally rich and technologically advanced market, serves as a prime example of the benefits of a phased approach. The company initially faced challenges adapting its service to Japanese preferences, such as a preference for anime and dramas over Western TV shows.
Netflix 进军日本这个文化丰富、技术先进的市场，就是分阶段方法好处的一个典型例子。该公司最初面临着调整其服务以适应日本人偏好的挑战，例如相对于西方电视节目，日本人更喜欢动漫和戏剧。
However, Netflix’s localization strategy demonstrated its commitment to understanding local markets by investing in local content production, acquiring anime titles with wide popularity, and partnering with Japanese telecommunications companies to offer bundled subscriptions. These efforts have contributed to Netflix’s growing success in Japan, with over 6 million subscribers in the country, according to The Hollywood Reporter.
然而，Netflix的本地化战略表明了其对了解当地市场的承诺，包括投资本地内容制作、收购广受欢迎的动漫作品，以及与日本电信公司合作提供捆绑订阅。据《好莱坞报道》报道，这些努力帮助 Netflix 在日本取得了越来越大的成功，在该国拥有超过 600 万订户。
2. Language First, Transcreation Next
2. 语言第一，创译其次
In the realm of international expansion, language plays a pivotal role in bridging cultural divides and ensuring that products and services are accessible to a global audience. Netflix, the streaming giant, has recognized the significance of language and has implemented comprehensive localization strategies that go beyond mere translation.
在国际扩张领域，语言在弥合文化鸿沟并确保全球受众能够获得产品和服务方面发挥着关键作用。流媒体巨头 Netflix 已经认识到语言的重要性，并实施了全面的本地化策略，而不仅仅是翻译。
Translation: The Foundation for Accessibility
翻译：无障碍的基础
Translation serves as the cornerstone of localization, enabling companies to communicate effectively with audiences across languages. Netflix understands the importance of translation and has invested in a team of highly skilled translators who ensure that its content is accurately and professionally translated into over 62 languages, according to Berlitz.
翻译是本地化的基石，使公司能够与跨语言的受众进行有效沟通。贝利茨表示，Netflix 深知翻译的重要性，并投资组建了一支高技能翻译团队，确保其内容准确、专业地翻译成超过 62 种语言。
However, translation alone is not sufficient to achieve true localization. Netflix has recognized the need to go beyond translation and embrace the concept of transcreation.
然而，仅靠翻译并不足以实现真正的本地化。 Netflix 已经认识到需要超越翻译并拥抱创译的概念。
Transcreation: Adapting for Cultural Resonance
创译：适应文化共鸣
Transcreation, a key offering in marketing translation services, is a more nuanced approach to localization than traditional translation. While translation focuses on conveying the literal meaning of a text, transcreation aims to capture the essence of the original content while adapting it to resonate with the target audience’s cultural context and preferences.
创译是营销翻译服务的一项重要服务，它是一种比传统翻译更加细致的本地化方法。翻译的重点是传达文本的字面意思，而创译则旨在捕捉原始内容的精髓，同时对其进行调整，以与目标受众的文化背景和偏好产生共鸣。
Netflix has embraced transcreation in its localization efforts, ensuring that its content maintains its original tone, style, and cultural references when translated into different languages. The approach of Netflix’s localization strategy has allowed the company to connect deeply with audiences worldwide and foster a sense of cultural understanding.
Netflix 在本地化工作中采用了创译，确保其内容在翻译成不同语言时保持其原始语气、风格和文化参考。 Netflix 的本地化战略使该公司能够与全球观众建立深入的联系，并培养文化理解感。
Case Study: Transcreating “La Casa de Papel”
Netflix’s Spanish series “La Casa de Papel” (Money Heist) serves as a prime example of the power of transcreation. The series underwent transcreation to appeal to international audiences. The transcreation team carefully adapted cultural references, idioms, and slang to ensure that the series retained its humor and emotional impact for viewers from diverse backgrounds.
Netflix 的西班牙语剧集“La Casa de Papel”（金钱抢劫）是创译力量的一个典型例子。该系列剧经过创译以吸引国际观众。创译团队仔细调整了文化参考、习语和俚语，以确保该剧集为来自不同背景的观众保留幽默和情感影响。
The Importance of Comprehensive Localization
全面本地化的重要性
Netflix’s localization strategy extends beyond translation and transcreation to encompass the entire user experience. The company localizes its interface, subtitles, and customer support to provide a seamless and culturally appropriate experience for users worldwide.
Netflix 的本地化策略不仅限于翻译和创译，还涵盖整个用户体验。该公司对其界面、字幕和客户支持进行本地化，为全球用户提供无缝且适合文化的体验。
For instance, Netflix localizes its subtitles to ensure that they are clear, concise, and accurately reflect the nuances of the spoken language. The company also localizes its customer support to provide assistance in the user’s preferred language and address their concerns with cultural sensitivity.
例如，Netflix 对其字幕进行本地化，以确保字幕清晰、简洁并准确反映口语的细微差别。该公司还将其客户支持本地化，以用户的首选语言提供帮助，并以文化敏感性解决他们的问题。
Benefits of Transcreation and Comprehensive Localization
创译和全面本地化的好处
Adopting transcreation and comprehensive localization strategies offers several advantages, including:
采用创译和全面的本地化策略具有多种优势，包括：
- Deeper Cultural Connection: Transcreation allows businesses to connect with audiences on a deeper level by understanding and respecting their cultural nuances.
更深层次的文化联系：创译使企业能够通过理解和尊重受众的文化差异来与受众进行更深层次的联系。 - Enhanced User Experience: Comprehensive localization ensures that users have a seamless and enjoyable experience, regardless of their location or language preferences.
增强的用户体验：全面的本地化可确保用户获得无缝且愉快的体验，无论其位置或语言偏好如何。 - Improved Brand Perception: By tailoring their content and services to local cultures, businesses can enhance their brand’s reputation and build a loyal local following.
提高品牌认知度：通过根据当地文化定制内容和服务，企业可以提高品牌声誉并建立忠实的当地追随者。
3. Produce Locally, Think Globally
3. 本地生产，全球思考
In the competitive landscape of global streaming services, Netflix has emerged as a frontrunner by embracing a strategy of producing original content tailored to specific markets, a concept known as “localization”. This strategy has been instrumental in resonating with audiences worldwide and establishing Netflix as a true global brand.
在全球流媒体服务的竞争格局中，Netflix通过采用针对特定市场制作原创内容的策略（即“本地化”概念）成为领跑者。这一战略在引起全球观众共鸣以及将 Netflix 打造成真正的全球品牌方面发挥了重要作用。
Tailoring Content to Local Tastes
根据当地口味定制内容
Netflix recognizes that cultural preferences and storytelling styles vary across regions. By producing original content locally, the company can tap into the unique cultural zeitgeist of each market, creating content that resonates with local audiences on an emotional level.
Netflix 认识到不同地区的文化偏好和故事讲述风格有所不同。通过在本地制作原创内容，该公司可以挖掘每个市场独特的文化时代精神，创造在情感层面上与当地观众产生共鸣的内容。
For instance, Netflix’s French series “Lupin” has captivated audiences worldwide with its intricate plot, charismatic protagonist, and exploration of French cultural identity. Similarly, the Spanish series “Money Heist” has become a global phenomenon, garnering critical acclaim for its thrilling storyline, diverse cast, and exploration of social and economic issues relevant to Spanish society.
例如，Netflix的法国剧集《卢平》以其错综复杂的情节、魅力十足的主角以及对法国文化身份的探索吸引了全世界观众。同样，西班牙电视剧《金钱抢劫》已成为一种全球现象，因其惊心动魄的故事情节、多元化的演员阵容以及对与西班牙社会相关的社会和经济问题的探索而赢得了评论界的好评。
Avoiding “Flavorless” Global Content
避免“无味”的全球内容
Netflix, thanks to its thought-out localization strategy, has carefully avoided the pitfall of simply exporting existing content without local adaptation, a practice that often results in “flavorless” content that fails to connect with audiences in different regions. Instead, the company has invested heavily in developing original content that is deeply rooted in the local culture and sensibilities of each market.
Netflix凭借深思熟虑的本地化策略，小心翼翼地避免了简单导出现有内容而不进行本地化改编的陷阱，这种做法往往会导致内容“无味”，无法与不同地区的观众产生共鸣。相反，该公司投入了大量资金来开发深深植根于每个市场的当地文化和情感的原创内容。
This approach has allowed Netflix to tap into the rich cultural tapestry of the world, creating diverse narratives that speak to audiences on a personal level. The company has also fostered a sense of local pride and identification, as audiences appreciate seeing stories that reflect their own culture and experiences.
这种方法使 Netflix 能够深入了解世界丰富的文化，创造多样化的叙事，在个人层面上与观众对话。该公司还培养了当地的自豪感和认同感，因为观众喜欢看到反映自己文化和经历的故事。
Benefits of Local Content Production
本地内容制作的好处
The focus of Netflix’s localization strategy on local content production has yielded several benefits, including:
Netflix 专注于本地内容制作的本地化战略带来了诸多好处，包括：
- Deeper Engagement with Local Audiences: Locally produced content resonates more deeply with audiences in specific markets, fostering stronger engagement and loyalty.
与当地受众更深入的互动：本地制作的内容与特定市场的受众产生更深入的共鸣，从而培养更强的参与度和忠诚度。 - Reduced Risk of Cultural Missteps: By understanding local cultural nuances, Netflix avoids the risk of inadvertently offending or alienating audiences with content that is insensitive or culturally inappropriate.
降低文化失误的风险：通过了解当地文化的细微差别，Netflix 可以避免因内容不敏感或文化上不恰当而无意中冒犯或疏远观众的风险。 - Increased Revenue from Local Markets: Locally produced content can generate significant revenue from subscriptions and merchandise sales in specific markets.
本地市场收入增加：本地制作的内容可以通过特定市场的订阅和商品销售产生大量收入。
Case Study: Netflix’s Global Success with Local Content
案例研究：Netflix 凭借本地内容在全球取得成功
Netflix’s commitment to local content production has been a key driver of its global success. As per Netflix’s Engagement Report, in 2023, the company’s local originals accounted for 30% of its total watch time, demonstrating the popularity of these productions among international audiences.
Netflix 对本地内容制作的承诺是其在全球取得成功的关键驱动力。根据 Netflix 的参与度报告，到 2023 年，该公司的本土原创作品占其总观看时长的 30%，这表明这些作品在国际观众中的受欢迎程度。
For instance, “Lupin” became Netflix’s most popular non-English language original series, with over 25 million households watching the first part of its first season within the first 28 days of its release. Similarly, “Money Heist” has become a global phenomenon, with over 160 million households watching the series during its run.
例如，《卢平》成为 Netflix 最受欢迎的非英语原创剧集，在发布的前 28 天内就有超过 2500 万家庭观看了第一季的第一部分。同样，《金钱抢劫》已经成为一种全球现象，超过 1.6 亿家庭观看了该系列剧。
4. Design with Local Needs in Mind
4. 设计时考虑当地需求
In the realm of global expansion, design plays a crucial role in shaping user experiences and fostering cultural connections. In line with their localization strategy, Netflix has recognized the importance of design and has incorporated cultural sensitivity into its design principles to ensure a seamless and culturally relevant user experience for audiences worldwide.
在全球扩张领域，设计在塑造用户体验和促进文化联系方面发挥着至关重要的作用。根据本地化战略，Netflix 认识到设计的重要性，并将文化敏感性纳入其设计原则中，以确保为全球观众提供无缝且与文化相关的用户体验。
Cultural Sensitivity in Design
设计中的文化敏感性
Netflix understands that design is not merely about aesthetics; it’s about understanding and respecting cultural nuances. The company’s design team carefully considers cultural preferences, such as color symbolism, layout conventions, and typographic choices, when creating interface elements and user flows.
Netflix 深知设计不仅仅关乎美学，还关乎美学。这是关于理解和尊重文化差异。该公司的设计团队在创建界面元素和用户流程时，会仔细考虑文化偏好，例如颜色象征、布局惯例和版式选择。
For instance, Netflix has adapted its color palette to align with local preferences in different markets. In Japan, for example, the company utilizes a calming and serene color scheme of whites, blues, and greens, reflecting the country’s cultural emphasis on harmony and nature.
例如，Netflix 调整了其调色板，以适应不同市场的当地偏好。例如，在日本，该公司采用了白色、蓝色和绿色的平静宁静的配色方案，反映了该国对和谐与自然的文化重视。
Anticipating Text Expansion with Pseudolocalization
通过伪本地化预测文本扩展
As part of their localization strategy, Netflix has also employed a technique known as “pseudolocalization” to anticipate potential design issues arising from translation-related text expansion. This method involves artificially expanding text elements in the interface to simulate the effects of translation, allowing designers to identify and address layout challenges early on.
作为本地化策略的一部分，Netflix 还采用了一种称为“伪本地化”的技术来预测与翻译相关的文本扩展引起的潜在设计问题。这种方法涉及人为地扩展界面中的文本元素以模拟翻译的效果，使设计人员能够及早识别和解决布局挑战。
By adopting pseudolocalization, Netflix has ensured that its interface remains visually appealing and functional across languages, preventing potential layout issues that could hinder the user experience.
通过采用伪本地化，Netflix 确保其界面在多种语言中保持视觉吸引力和功能性，防止可能妨碍用户体验的潜在布局问题。
The Impact of Localized Design
本地化设计的影响
Netflix’s focus on culturally sensitive design has yielded several benefits, including:
Netflix 对文化敏感设计的关注带来了诸多好处，包括：
- Enhanced User Experience: Culturally adapted design elements create a more intuitive and enjoyable user experience for local audiences.
增强的用户体验：适应文化的设计元素为当地受众创造了更直观、更愉快的用户体验。 - Reduced Cultural Missteps: By understanding local preferences, Netflix avoids design choices that could be perceived as offensive or culturally insensitive.
减少文化失误：通过了解当地偏好，Netflix 避免了可能被视为冒犯或文化不敏感的设计选择。 - Strengthened Brand Affinity: Culturally relevant design fosters a sense of connection and belonging among local audiences.
增强品牌亲和力：与文化相关的设计可培养当地受众之间的联系感和归属感。
Recommendations for Businesses
对企业的建议
Businesses seeking to emulate Netflix’s localization strategy to expand their reach globally should consider the following recommendations when designing for local markets:
寻求效仿 Netflix 本地化策略以扩大全球影响力的企业在针对本地市场进行设计时应考虑以下建议：
- Conduct Extensive Cultural Research: Engage in thorough marketing research to understand the cultural nuances, preferences, and design conventions of the target market.
进行广泛的文化研究：进行彻底的营销研究，以了解目标市场的文化细微差别、偏好和设计惯例。 - Embrace Pseudolocalization: Utilize tools like pseudolocalization to identify and address potential design issues arising from translation.
拥抱伪本地化：利用伪本地化等工具来识别和解决翻译中出现的潜在设计问题。 - Seek Local Expertise: Collaborate with local designers and cultural experts to ensure that design elements align with local sensitivities and expectations.
寻求当地专业知识：与当地设计师和文化专家合作，确保设计元素符合当地的敏感性和期望。 - Continuously Iterate: Regularly test and refine design elements based on user feedback and market trends to maintain cultural relevance.
持续迭代：根据用户反馈和市场趋势定期测试和完善设计元素，以保持文化相关性。
Conclusion: Embracing Localization for Global Success
结论：拥抱本地化以取得全球成功
In the interconnected world of today, businesses seeking to expand their reach beyond borders must adopt a localized approach to resonate with audiences worldwide. Netflix, the global streaming giant, has established itself as a beacon of success in this realm, demonstrating the power of comprehensive localization strategies to conquer cultural divides and connect with audiences on a deeper level.
在当今互联的世界中，寻求超越国界的企业必须采用本地化方法来与全球受众产生共鸣。全球流媒体巨头 Netflix 已成为该领域的成功灯塔，展示了全面的本地化策略在克服文化鸿沟并在更深层次上与观众建立联系的力量。
Key Takeaways from Netflix’s Localization Strategy
Netflix 本地化战略的要点
Netflix’s journey to global dominance is a testament to the profound impact of localization. The company’s success hinges on several key principles:
Netflix 的全球主导地位证明了本地化的深远影响。该公司的成功取决于几个关键原则：
- Cultural Understanding: Netflix recognizes the significance of cultural nuances and has invested heavily in understanding the local cultures of each market it enters. This deep-rooted understanding has enabled the company to create content and design that resonate with audiences on a personal level.
文化理解：Netflix 认识到文化细微差别的重要性，并投入巨资了解其进入的每个市场的当地文化。这种根深蒂固的理解使公司能够创造出在个人层面上与受众产生共鸣的内容和设计。 - Localization Beyond Translation: Netflix has transcended the mere act of translation and embraced transcreation, a more nuanced approach that adapts content to suit the cultural context and preferences of each market. This approach has allowed Netflix to preserve the essence of its original content while ensuring that it resonates with local audiences.
超越翻译的本地化：Netflix 已经超越了单纯的翻译行为，拥抱了创译，这是一种更细致的方法，可以调整内容以适应每个市场的文化背景和偏好。这种方法使 Netflix 能够保留其原创内容的精髓，同时确保与当地观众产生共鸣。 - Continuous Innovation: Netflix has embraced a culture of continuous learning and innovation, constantly refining its localization strategies based on user feedback, market trends, and emerging technologies. This adaptability has been instrumental in maintaining Netflix’s competitive edge and expanding its global presence.
持续创新：Netflix 秉持持续学习和创新的文化，根据用户反馈、市场趋势和新兴技术不断完善本地化策略。这种适应性对于保持 Netflix 的竞争优势和扩大其全球影响力发挥了重要作用。
| Key Takeaway 要点 | Actionable Advice 可行的建议 |
|---|---|
| Cultural Understanding 文化理解 | Research the cultural nuances, preferences, and expectations of each market you enter. 研究您进入的每个市场的文化差异、偏好和期望。 |
| Localization Beyond Translation 超越翻译的本地化 | Embrace transcreation to adapt your content and services to local cultures. 拥抱创译，使您的内容和服务适应当地文化。 |
| Continuous Innovation 持续创新 | Regularly review and refine your localization strategies based on user feedback, market trends, and emerging technologies. 根据用户反馈、市场趋势和新兴技术定期审查和完善您的本地化策略。 |
Learning from Netflix’s Localization Strategy: A Path to Global Ambitions
学习 Netflix 的本地化战略：通向全球野心的道路
Businesses seeking to emulate Netflix’s global success can draw valuable lessons from the company’s localization strategy:
寻求效仿 Netflix 在全球取得成功的企业可以从该公司的本地化战略中汲取宝贵的经验教训：
- Embrace Cultural Sensitivity: Understand the cultural nuances, preferences, and expectations of each market you enter. Prioritize cultural sensitivity in all aspects of your business, from marketing messages to product design.
拥抱文化敏感性：了解您进入的每个市场的文化细微差别、偏好和期望。从营销信息到产品设计，在业务的各个方面优先考虑文化敏感性。 - Invest in Comprehensive Localization: Go beyond translation and embrace transcreation to adapt your content and services to local cultures. Localize your interface, subtitles, and customer support to provide a seamless and culturally appropriate experience for users worldwide.
投资全面本地化：超越翻译，拥抱创译，使您的内容和服务适应当地文化。本地化您的界面、字幕和客户支持，为全球用户提供无缝且适合文化的体验。 - Continuously Adapt and Iterate: Regularly review and refine your localization strategies based on user feedback, market trends, and emerging technologies. Stay ahead of the curve by embracing innovation and adaptation.
不断调整和迭代：根据用户反馈、市场趋势和新兴技术定期审查和完善您的本地化策略。通过拥抱创新和适应来保持领先地位。
Accelingo: Your Partner in Localization Success
Accelingo：您本地化成功的合作伙伴
Accelingo, a leading provider of professional translation services, is committed to helping businesses achieve their global aspirations. We offer a comprehensive suite of services, including translation, transcreation, localization testing, and cultural consulting, to ensure that your content resonates with audiences worldwide.
Accelingo 是领先的专业翻译服务提供商，致力于帮助企业实现全球愿望。我们提供全面的服务，包括翻译、创译、本地化测试和文化咨询，以确保您的内容引起全球受众的共鸣。
With our team of experienced linguists and cultural experts, we can help you overcome cultural barriers, connect with local audiences on a deeper level, and achieve sustainable success in diverse markets.
凭借我们经验丰富的语言学家和文化专家团队，我们可以帮助您克服文化障碍，与当地受众进行更深层次的联系，并在多元化市场中取得可持续的成功。
Start your journey to global success with Accelingo. Contact us today to discuss your localization needs and discover how we can help you achieve your international ambitions.
与 Accelingo 一起开启您的全球成功之旅。立即联系我们，讨论您的本地化需求，并了解我们如何帮助您实现国际化抱负。
