摘  要

随着经济一体化进程的深入，中国市场也越来越国际化，许多的进口商品涌入中国市场。商品名称和商标的翻译就是一种跨文化交际形式，是特殊的语言符号，是商品显著特征的浓缩，它能反映出一个国家文化，是企业参与国际竞争的有力武器。为了更好的宣传自己的产品，并且促进与国外公司贸易的合作与发展,名称和商标的翻译就显得尤为重要。本文从商品名称和商标的定义以及前人的翻译经验出发，列举了许多翻译过程中的问题，并对其进行阐述，分析翻译过程中容易出现的问题，提出进一步的解决方案，并介绍一些翻译技巧，总结翻译的策略。本文认为在跨文化的交流中，文化的融合将体现在品牌的内涵以及深意中,对进一步的翻译方法的研究起到决定性作用。

关键词：进口商品名称; 商标；翻译策略
 
Abstract

Along with the deepening of the integration process, and an internationalization of the Chinese market, more and more imports products enter into our domestic market. The translation of brand names and trademarks is a form of intercultural communication. It is a special language symbol and a commodity feature of enrichment, which can reflect a country's culture. For enterprises, it is also a powerful weapon in international competition. In order to propagate their products better and promote the business cooperation with foreign companies, the imported brand names and trademarks translation plays an important role. This paper introduces the definition of brand name and trademark, as well as the previous translation experience. The essay cites a number of problems in the translation process, and then classifies these problems in an easily understandable way. This paper analyzes the problems in translation, trying to propose further solutions and some translation techniques, and summarizes translation strategies. This paper argues that intercultural integration is particularly important in the process of intercultural communication and translation, which is mainly embodied in the brand's essence and meaning in the translation method. It will do contribute to further study of translating strategy.

Key words: imported brand name; trademark; translating strategies