摘  要

商标已成为经济生活中重要的一部分，它代表着商品和企业的形象。好的商品如果要想在国际市场上立足，除了质量，功能，价格等因素，商标翻译的好坏也起着不容忽视的作用。好的商标翻译会无形且深深地影响着消费者的心理，它会产生让人意想不到的促进效果并且激起消费者的购买欲。在我国的出口贸易中，一些产品由于不恰当的翻译导致营销失败, 所以出口产品商标翻译值得引起人们的重视。本文通过研究中国出口产品商标的翻译现状，发现存在忽视文化冲突，使用拼音，缩略词以及重名现象等问题。在分析国内著名品牌的基础上，提出如下建议以供中国企业借鉴，即运用意译法，音译法和音意融和的翻译方法，通过了解中西方文化差异，加强翻译队伍的建设。

关键词：商标翻译；问题；对策
 
Abstract

Trademarks have been an essential part of economic life, on behalf of commodities and enterprises. With an increasingly number of products flooding into Chinese market, Chinese enterprises are making great efforts to open up overseas market and register trademark in the foreign market. If a good commodity wants to gain a foothold, not only the quality, the function and the price of commodity should be taken into consideration, it but also requires a good translation. Good trademark translation will impact consumers’ psychology invisibly and tremendously, which may produce a ludicrous promoting effect and arouse the consumers’ purchase desire, but an inappropriately-translated brand name may kill a branded product in a foreign market. Consequently, the problem of trademark translation can not be neglected. In this paper, through the study on the current situation of trademark translation of Chinese export commodities, several problems are found which can be divided as follows: the ignorance of cultural discrepancy, the use of Chinese Pin Yin, the use of abbreviation and the phenomenon of using same name. On the basis of analyzing domestic renowned brands, the author put forward the following suggestions in trademark translation for Chinese enterprises’ reference. The first one is applying appropriate translation methods, which include transliteration, free translation, the combination of transliteration and free translation. The second one is being aware of cultural difference between Eastern and Western countries. The last one is strengthening the construction of trademark translation team.

Key words: trademark translation; problem; strategy