A Study on the Brand Building and English Translation in China’s Internationally-oriented Tea Trade

摘要：我国是世界上最早发现和饮用茶叶的国家。唐朝时期茶叶开始走出国门销往海外。明清时期中国茶叶销往世界各地，中国茶叶开始风靡欧洲。但是随着时间的推进，近些年中国茶叶在国际市场中地位逐渐降低。印度和斯里兰卡的茶叶贸易得到发展，并且占领了大量的国际市场。导致中国茶叶竞争力降低的重要原因就是，中国茶叶品牌建设不足，在国际市场上缺乏名牌产品，茶叶产品名称翻译不规范。本文首先说明了品牌建设的重要意义，分析了中国茶叶品牌建设的现状，得出现阶段我国茶叶品牌发展存在的问题。品牌管理混乱，企业建设品牌动力不足，市场秩序混乱监管力度不足。并且提出解决问题的建议。政府和企业合作，合作打造名茶产品。基于市场调查，精确品牌定位。加强品牌在国际市场的宣传和维护。不断拓展品牌内涵。要规范产品名称的翻译，从本文提出的三种翻译方法,音译,意译和直接翻译中选择最优的方法，从而准确的传达产品的内涵，促进产品的销售。

关键词：中国茶叶，品牌建设，产品翻译

Abstract：China is the first country in the world to discover and drink tea. During the Tang Dynasty, tea was sold out of the country. During the Ming and Qing Dynasties, Chinese tea was sold all over the world, and Chinese tea began to be popular in Europe. However, with the advancement of time, the status of Chinese tea in the international market has gradually declined in recent years. Tea trade in India and Sri Lanka has developed and it has occupied a huge share of international markets. The important reasons that led to the decrease in the competitiveness of China's tea are that the construction of Chinese tea brands is insufficient, there is a lack of brand-name products in the international market, and the translation of tea product names is not standardized. This thesis describes the significance of brand building and analyzes the current status and problems of China's tea brand building. The major problems threefold: first, the brand management is chaotic, second, the brand building momentum of the enterprise is insufficient, and third the supervision and control of the market disorder is insufficient. To address these problems, the government and enterprises should cooperate to create a famous tea brand. The enterprises need to focus more on making market researches and building an accurate brand positioning. The enterprises ought to strengthen brand promotion and maintenance in the international market. They should constantly expand the brand connotation. In terms of the translation of tea products, we should standardize the translation of product names. This thesis has proposed three methods——transliteration, paraphrase, and literal translation. We should choose the best possible translation for various tea products, so as to accurately convey the connotation of products and promote the sales of products. 

Key words: China’s tea, brand building, product translation