小议市场营销与商品和商标名称翻译之影响

The Effect of Marketing and Commodities and Trademark Translation

在现代贸易往来中,由于不同语言文化差异的影响,各种商品在走向国际社会时往往会遇到一些产品商标翻译的问题。良好的商标翻译符合他国人们的思维习惯,可使得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。相反,商标翻译不到位,则会带来一系列不良影响,造成产品的滞销。由此可见,商标名称的翻译在对外贸易中至关重要。文章从市场营销的角度就商品翻译进行探讨,针对商标名称翻译对营销策略的影响作以研究,以期对企业对外贸易有所助益。

Due to language and cultural differences, commodities have to face the problem of trademark translation in the international market. 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 im- pression. Therefore, the market channel of the product can be expanded and sales be promoted. However, poor trademark translation will result in the poor sales. Hence, trademark translation is of utmost impor- tance in foreign trade. This paper discusses trademark translation from the aspect of marketing and analy- ses the impact of trademark translation on marketing.