摘　要

市场营销英语作为专门用途英语（ESP）的一个分支，既有普通用途英语（EGP）的特征，又有自己鲜明的的语体特点。随着中国改革开放的进一步深化和经济全球化以及国际贸易的发展，中国经济正快速的发展。越来越多的外国企业进入中国市场，越来越多的外国商品丰富着中国人民的的生活。外国商品进入中国市场首当其冲的问题就是英文商标的的汉译。本文主要采用了定性研究方法，运用了市场营销中的目标市场理论和消费者行为分析理论来研究营销英语中英语商标汉译的方法，同时研究市场营销环境对营销英语翻译的影响。本文的研究丰富了商标翻译的理论，也对具体英语商标汉译提出了一些可操作的建议和意见。

关键词： 英语商标汉译；市场营销；目标市场；消费行为分析；市场营销环境
 
Abstract

Categorized as ESP, marketing English has the characteristics of EGP as well as its distinctive linguistic features. With China's reform and opening up and development of international trade, Chinese economy is developing rapidly. More and more foreign enterprises enter the Chinese market, and a large number of foreign goods are used by Chinese people. Then the hot issue of foreign goods pouring into the Chinese market is the Chinese translation of English brand names. A good translation plays an important role in promotion of goods; a failing translation will baffle the progress of entering the Chinese market. This paper is mainly used qualitative research way. The author uses the target market theory and consumer behavior theory to study the specific steps and process of Chinese translation of English brand names. Videlicet enterprises who want to come into Chinese market must at first confirm target consumers of their products. Then companies carry out specific analysis to target consumers’ behavior, at last apply translation methods to translate brand names according to characteristics of target group. In this paper, the author uses marketing theory and thought to guide Chinese translation of English brand names. The specific steps of Chinese translation of English trademarks and various environmental factors that should be taken into account can be obtained from this paper.

Key words: Chinese translation of English brand names; marketing theory; target consumer; consumer behavior analysis; marketing environment
 
1 Introduction
   This paper is mainly used qualitative research way. The author uses the target market theory and consumer behavior theory to study the specific steps and process of Chinese translation of English brand names. A good translation can play a role in promotion of goods; a failing translation will baffle the progress of entering the Chinese market. Then companies carry out specific analysis to target consumers’ behavior, at last apply translation methods to translate brand names according to characteristics of target group. At the same time Chinese translation of English brand names is affected by marketing environment.