摘    要

本文的目的在于运用德国功能学派目的论的相关理论，突破一般翻译原则，为商标翻译研究开启了全新的视角，从而商标翻译能更好地提升商品价值进而达到促销的目的。
商标翻译曾经是被翻译忽略的问题。随着全球化经济的发展，商标的翻译逐渐得到重视。但是仍然存在有不足：对商标翻译的研究常常是译例的堆集，无理论指导；大多从语言角度入手，很少考虑文化和其他的一些非语言影响因素。
本文中采用了德国功能学派的目的论(Skopostheorie)作为商标翻译的理论，从而从一个新的角度说明了商标翻译，提出了商标翻译的一种新的方法：有目的的选择过程。
本文共有几部分：先是对商标和翻译做了一定的介绍，之后说明了目的论相关知识，最后运用目的论提出了新的翻译方法。通过分析，得出的结论是：商标翻译作为应用翻译的一种，由于其自身本身的性质，决定其翻译最好是以目的论为指导，采取依据目的选择的方法。

关键词：目的论；    商标翻译；    有目的选择
 
ABSTRACT

In this thesis, the author introduces the Skopostheorie to trademark translation, so as to study the translation of trademarks from a new perspective.
In the past, trademark translation was always neglected. With the development of global economy, it has been drawing more and more attentions from translators. But there are still some problems: most of the studies rest only on a mere descriptive analysis of examples without theoretical guidance, and most of them are made from language and culture angels, with few other factors in considering.
In this research, the author views the translation of trademarks from a new perspective in the light of German functionist’s Skopostheorie. And then the author leads to a way to translate the trademarks: target-text-oriented purposeful adaptation strategy.
This thesis contains three parts: introduction to trademarks, the Skopostheorie, and the new strategy to trademark translation. The analysis leads to the conclusion that trademark translation, as a form of practical translation,determines that the best way to translate is purposeful selection process in the guidance of Skopostheorie.

Keywords: skopostherorie；    trademark translation；    purposeful adaptation

Introduction
1.1 Significance of Trademark Translation
With the trend of the world economic globalization, companies around the world spare no effort to market their products or services in the world market and to build their brand images on a global basis. Before entering the world market, developing the right international trademarks has become a very important marketing strategy for most businesses. Well translated trademarks contribute to the good reputation of the company and its products, while poor translation of trademarks often results in costly failure and even damage to the company. Carrying on studies on this topic can lead to people's serious consideration of good translation of trademarks and thus to improve the competence of the Chinese companies in the global market.