浅析品牌的本土化与标准化

On Localization and Standardization in Brand Names Translation

在全球化过程中,跨国公司通常采用"本土化-标准化"的营销策略。我们认为,"意译-零译"连续统是"本土化-标准化"连续统的语言实现。基于这一假设,本研究将2012年在华最受欢迎十大美国公司及其品牌的汉译方法进行了分类,运用量化方法验证该假说。

Based on the assumption that the 'free translation-zero translation' continuum is the linguistic realization of 'localizationstandardization' continuum of marketing strategy adopted by multinational corporations in the process of globalization, the present research classifies the translation methods used by the 10 most popular American companies and their brands in China in 2012 and attempts to testify the hypothesis in a quantitative way.