韩国公司进入中国市场品牌名称策略分析

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1、AbstractChinahasexperieneedtremendouseconomicgrowthsince1979.Since1979Chinahasmovedfromaclosed,centrallyplannedsystemtoamoremarket-oriented.TheChineseeconomyhasbeengrowingfasterthaneverbefore.In21stcentury,Chineseeconomyhasmaintainedsteadygrowth.Chinahasahugenumberofconsumers.Peoplehavebecomewell・

2、off.ManymultinationalcompanieshavebeguntoentertheChinesemarket.Currentlytheworld'smanyMultinationalcompaniesinordertosuccessfullyentertheChinesemarketseriouslyconsidertheirownbrandofChinesetranslation.WhilemanyenterprisesofSouthKoreahavetheirproductinChinaexactlybythesamenameasitisinKoreanIanguage

3、hencecustomersdon'tgetenoughattention.Forthesuccessofthebrand,thelocalizationofthenameoftheenterpriseplaysanimportantrole.Soweneeddeepresearchandstudyon—BrandingbyChinesenamell.IfeeltheimportaneeofBrandnamewhenenteringtheChinesemarket,soldecidedtostudythetopic.Inthispaper,throughtheresearchonthe—b

4、randnaming!byresearchersathomeandabroad,summarizesvariousfactorsliketheSouthKoreanenterprisesmusttakeintoconsiderationtheimportaneeofChinesebrandnametranslationmethod.Mostscholarsfromlinguistics,cognitivepsychology,andsocio・culturehavestudiedthefactorsaffectingbrandnameandlegalaspects.Throughtheli

5、teraturereviewofthedefinitionofbrandnameandtheimportaneeandroleofbrandname,IsetseveralassumptionsandcomposeseveralquestionnairesregardingChinesetranslationofKoreanbrand.Mysurveycontentineludestheimportaneeofbrandnames,genderrelationsandbrandattitudes,howChineseconsumerslookattheKoreanbrand,whatist

6、herelationshipofgenderandbrandawarenessandevaluationofbrandnames.UseSPSSsoftwaretoanalyzethequestionnaire.FinallyzarecommendationwasmadetoSouthKoreanenterprises.TherecommendationwastotranslatetheirKoreanbrandnameintoChinesebrandnamewhichisimportant.Keywords:brandszbrandname,brandnamingstrategy-in-

7、目录摘要IABSTRACTII第1章绪论11.1研究背景11.2研究目的及意义21.3国内外研究现状31.3.1语言学的研究41.3.2社会认知的研究41.3.3文彳匕研究61.4研究流程及内容7第2章文献回顾92.1品牌的基本概念92.2品牌名称112.2.1品牌名称的基本概念112.2.2品牌名称的功能122.2.3品牌名称要具备的因素142.3品牌名称的重要性162.4品牌名称的主要翻译策略192.5本章小结21第