Abstract: With the globalization of higher education, having quality university websites is an important way to publicize international programs and attract overseas students. Considering the informative and appellative text functions of university website texts, the move analysis of Chinese and American website texts taken from a selfbuilt comparative corpus of Chinese and American university website texts is conducted. The findings show that Chinese and American university website texts have generally similar move structure; however, they show different focuses in some moves. American university website texts demonstrate more prominent appellative function than the informative function. Therefore, to achieve better expected communicative purposes, the English website texts of Chinese universities shouldnt be an absolute leteral translation of the Chinese website texts. Instead, the content of the English website texts should be in line with the western ways of thinking, values, and expectation of the target readers so as to make them more persuasive and appellative.

Key words: Chinese and American university website, introductory texts, contrastive study

摘要： 高等教育国际化背景下，建设与国际接轨的大学英文网页是加强国际招生宣传、吸引外国留学生的重要途径。本研究采用语步分析的研究方法，对中美大学英文网页介绍文本的语步内容构建进行对比研究。研究发现，中美大学英文网页介绍文本语步结构大致相同，但文本信息的切入点存在较多差异。构建国内大学英文网页介绍文本时不应机械地翻译，而应充分考虑目标受众的思维习惯、价值取向和需求期待，对文本内容加以整合，提高文本语篇层面的可读性和有效度。

关键词: 中美大学网页, 介绍文本, 对比分析