摘  要

随着经济全球化的深入，中国与英语国家之间的进出口贸易日趋频繁。越来越多的外国商品进入中国市场,与此同时,很多中国商品走出了国门,这不仅极大地丰富了中国人的生活,同时也产生了一系列的商业活动,如进出口商品商标的翻译。更重要的是,进出口商品商标的翻译在促进产品销售和建立企业良好形象方面起着非常重要的作用。对于外国企业,产品有一个好的中文译名可帮助其迅速打开中国市场；对中国企业来说,产品有一个好的外文译名可帮助其成功地进入国际市场。总而言之，在进出口贸易中，如果企业想传播产品的品牌内涵,吸引消费者,建立企业品牌形象，那么进出口商品的商标有一个正确的译名是非常重要的。然而,在中国与英语国家的进出口贸易中，由于其文化的差异，产品的商标的中英互译还存在一些问题。因此,基于前人对进出口商品的商标的翻译的研究,本文将从中国文化和英语国家文化的角度继续探讨这一话题。为了能够更好的理解进出口商品商标的翻译,并且提高商标翻译的质量，本文将基于各项结果提出一些建议。

关键词：进出口商品；商标翻译；文化

Abstract

With the increasing development of economic globalization, the import and export trade between China and the English-speaking countries is becoming more and more frequent. An increasing number of foreign commodities enter into the Chinese market, at the same time, a lot of Chinese commodities are out of the country, which not only greatly enrich the lives of Chinese people, but also spawn a series of business activities, such as the trademark translation of imported and exported commodities. What is more, trademark translation of imported and exported commodities plays a very important role in promoting product sales and setting up a good enterprise image. For foreign enterprises, a good commodity trademark in Chinese can make their products quickly open the Chinese market; For Chinese enterprises, a good commodity trademark translation is able to successfully push their products to the international market. In a word, for both imports and exports, having a correct trademark translation is very important if the enterprises want to spread the brand connotation of their products, to attract consumers, and to set up the enterprise brand image. However, there are some problems in trademark translation of imports and exports in the trade between China and English-speaking counties, mostly because of the different cultures between them. Therefore, led by previous studies of the translation of trademarks of exports and exports, this dissertation will continue with the discussion about it from the perspectives of Chinese culture and English culture. Then based on the results, suggestions are proposed to achieve a better understanding of translation of trademarks of exported and imported commodities and above all to improve the quality of trademark translation.

Key words: Trademark translation; culture; bilateral trade