摘  要

随着经济全球化的发展，大量进口商品涌入中国市场。与此同时，许多中国企业也将自己的产品出口到海外市场。商标，作为消费者认识商品的途径，其翻译的质量直接影响到消费者对商品的认识，从而影响到产品是否能成功打入异国市场。良好的商标翻译符合他国人们的思维习惯，可使消费者对某一品牌的理解准确到位，给异国消费者以良好的印象，从而有利于更好地拓展营销渠道和促进商品的销售。因此如何将商标恰当、地道地翻译成目标市场所用语言，让其语言文化背景下的消费者接受是出口公司所要解决的首要问题。本篇论文从市场营销的角度来分析商标的翻译，就商标翻译在文化差异，翻译方法、原则等方面进行分析，旨在探讨怎样的商标翻译能够更好的契合市场需求。

关键词：商标；商标翻译；市场营销

Abstract

With the development of economic globalization, lots of foreign products are imported into China. At the same time, Chinese enterprises also export their products to overseas market. Trademark, as the "name card" of those products, directly affects their recognition and acceptance from target consumers. The successful trademark translation must conform to the foreign customers’ way of thinking, so as to make them fully understand the brand and have a good and deep impression. Therefore, the market channel of the product can be expanded and sales be promoted. Thus, the translation of trademarks becomes the initial task for those export-oriented enterprises. This paper intends to lay out a study on trademark translation from marketing perspective, focusing on how culture difference, translation methods and translation principles affect the trademark translation results. It is expected to find out the ways of trademark translation which can match to the market demand for further consideration.

Key words: trademark; trademark translation; international marketing