全球营销策略下的汽车品牌翻译  

Translation of vehicle brand names under global marketing strategies

作　　者：李爽[1] 

机构地区：[1]辽宁工程技术大学外语系,辽宁阜新123000

出　　处：《辽宁工程技术大学学报（社会科学版）》2011年第2期179-182,共4页Journal of Liaoning Technical University(Social Science Edition)

摘　　要：针对品牌名称翻译局限于纯理论研究而忽略了商务知识与语言知识相结合的研究现状,采用定性和定量相结合的研究方法,以应用语言学和整合营销沟通为指导,分析了在经济全球化背景下汽车品牌名称的翻译策略。结果表明当今汽车品牌名称的翻译方法以音译为主。这种翻译方法既符合目的语国家语言文化背景,也帮助企业树立了良好的品牌形象。Brand name translation usually focuses on theories,but ignores the combination of business and linguistic knowledge.Therefore,based on applied linguistics and integrated marketing communications,both the quantitative and qualitative approaches were adopted to analyze the translation strategies of vehicle brand names under economic globalization.The result shows that transliteration is the main method in the current translation of vehicle brand names.This translation strategy not only suits the culture background in the target language,but also helps enterprises to establish a favorable brand image.

关 键 词：汽车品牌 翻译策略 整合营销沟通 

分 类 号：H059[语言文字—语言学]