Abstract: The international publicity translation is playing a more and more important role in China's foreign exchange. Meanwhile, it is the medium for the propaganda of China's politics, economy and culture to the world. Due to the great differences of languages and cultures between China and the West as well as the constraints of traditional translation principles to translators, such translation is facing more challenges than one. The skopostheorie holds that translation is the cross-cultural activity with the clear goal which determines the translation strategies. And the translation process is governed by various factors. Hence, the translator should make clear the intention the original text and choose flexibly the strategies according to the intended functions of different types of texts in target language.