English Website Localization Competence Evaluation of Chinese Enterprises Based on BP Neural Network

The localization of English websites of Chinese enterprises makes them accessible, usable, and culturally suitable to their target audiences. It helps Chinese enterprises see the growth in websites traffic, increase orders, and grasp more markets worldwide. How an English website serves as a communication window to the target audience always concerns many Chinese enterprises. However, factors that influence websites’ localization competence are varied and complex as they are a non-linear mathematical problem for the evaluation of websites localization for avoiding randomness and subjectivity. Thus, by combining the literature review of the competence evaluation, the expert consultations, and the websites localization process, we establish an evaluation system for Chinese enterprises’ English website localization. Three-layer BP neural network, a type of nonlinear uncertain mathematical model is used to solve the non-linear mathematical problem for the evaluation. Test results show that the BP neural network model is precise and practical in evaluating websites localization competence.