摘  要

随着经济全球化的发展，越来越多的商品不断涌入国际市场，如何让商品成功地进入国际市场成为迫切和重要的问题。一个好的商品若有一个朗朗上口的名字，无异于锦上添花。中国和美国都是世界上具有较强影响力和能力的国家，同时也是东西方文化的两大代表。因此，在进出口商品名方面需要考虑许多方面，尤其是中美文化差异在其中的影响。本文首先解释了商品名的概念及其重要性，并且阐述了商品名使用的现状；其次，根据具体实例，分析中美文化存在的差异；然后从文化角度讨论，提出了文化差异在地理，文化背景和风俗，思维方式等方面对进出口商品名的影响。最后总结提出了要充分考虑到文化差异才可以令商品名更加贴切和完美。

关键词：商品名；文化差异；进出口贸易

Abstract

An increasing number of imported and exported commodities are rushing into the international markets with the development of global economy. Making their commodities enter into the international markets successfully becomes an urgent and significant issue. It’s like an icing on the cake if a high-quality product has an attractive brand name. China and America are both influential and powerful countries in the world. At the same time, they are representatives of western and eastern cultures. Therefore, in terms of import and export brand names, we have to consider many things, especially the influences of cultural differences between China and America. This paper explains the definition of brand name and its importance firstly, and then talks about the current situation of using brand names. Next, depending on the specific instance, it analyzes the cultural differences between America and China. And then from cultural perspective, it presents the impact of cultural differences on brand names in the aspects of geography, cultural background and custom and ways of thinking. Finally, it makes a conclusion that taking all cultural differences into consideration is the only way to make brand names more apropos and perfect.

Key words: brand names; cultural differences; imported and exported trade