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世界五百强中国企业名称汉译英研究
一、题目来源
本题目来源于社会实践
二、研究（设计）的目的和意义
研究目的：研究世界五百强中国企业名翻译技巧、翻译特点，企业英文名称翻译需要注意的影响因素，应用在企业英文名称翻译领域的命名技巧。
研究意义：随着全球化的深入发展，中国的世界五百强企业开始逐渐走出国门，越来越多的中国世界五百强企业开始重视对国外市场的宣传力度，投放大量的的产品广告和企业宣传广告来提升企业形象，而这一切都要从中国的世界五百强企业拥有一个合适恰当的英文名开始。本文的研究意义在于给准备走出国门的中国企业在英文名称选择上提供跟多的参考，同时也为后来该领域的研究者们提供更多的文献资料。
三、阅读的主要参考文献
[1] Eugene A Nida.Language,Culture and Translation[M].Shanghai: Shanghai Foreign Language Education Pre, 1993.[2] Eugene A, Nida.Translating Meaning[M].San DimasCalifornia: English language Institute, 1982.[3] Larry A Samovar,Richard E Porter,Lisa A Stefani.Communication Between Cultures[M].Beijing: Foreign Language Teaching and Research Pre, 2000.[4] Peter Newmark.A Textbook of Translation[M].Shanghai: Shanghai Foreign Language Education Pre, 2001.[5] Shuttleworth Mark,Cowie Moira.Dictionary of Translation Studies[M].Manchester: St.Jerome Publishing, 1997.[6] Venuti,Lawrence.The Translator‘s Invisibility:A History of Translation[M].London: Routledge, 1995.[7] 丁振祺.企业名称的翻译问题[J].中国翻译.1989,(01): 35-37 [8] 黄积达.关于企业名称的翻译[J].广西大学梧州分校学报.1997,(02).II-1
[9] 满屹,赵书博.浅论企业名称的中英文互译[J].中国商贸.2012,(20): 227-228.[10] 毛荣贵.翻译与美学[J].上海科技翻译.2003,(03): 5-9.[11] 王婷.结合 ―翻译目的论‖谈企业名称英译[J].广州：科教文汇，2008,(3): 161-172.[12] 杨全红.公司名称翻译中应注意的几个问题[J].中国翻译.1998,(01): 31-33.[13] 吴玉光.浅谈公司名的英文翻译[J].当代经理人.2006,(04)[14] 许林媛.用功能对等指导企业名称中译英[J].科技信息(科学教研).2007(11)[15] 杨梅.浅谈企业名称的英译[J].天中学刊.1999,(S1): 31-32.[16] 易新奇，覃先美，龙欢.中国企业名称英译的4V价值标准[J].湖南科技学院学报，2014，(7)：172-174.[17] 余清萍，秦傲松.动态对等理论与公司名称英译实践[J].南昌航空工业学院学报，2004,(1): 47-52.[18] 喻云根等编著.翻译教材[M].上海: 上海外语教育出版社, 1988.[19] 张典.从语言的经济原则看“世界五百强”中国企业英译名[J].现代：语言研究，2013，(2)：134-136.[20] 左雅莲.基于顺应论对公司名称汉英翻译的研究[D].大连海事大学, 2009
四、国内外现状和发展趋势
现状：越来越多的中国世界五百强企业开始进入国际市场，首先他们需要给公司取一个英文文名，许多公司会因为英文名选的好而事半功倍，达到耳熟能详的广告效果。而有的企业因为没有选好合适的英文名而默默无闻，即使他们的产品很好也不能迅速占领市场。
发展趋势：更多中国的世界五百强企业会重新评估自己公司的英文名称是否足够好，或者直接改掉公司原有的名称。而那些准备进入国际市场的中国世界五百强企业会更加重视公司英文名的翻译。
五、主要研究内容、关键问题及解决思路
5.1主要研究内容
通过调查研究商业环境下中国世界五百强企业公司英文名的特征，以及在何种情况下选择何种翻译方式的问题，比较分析同一中国世界五百强公司在不同英文名时期的业
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务发展速度，和不同行业，不同国家，不同企业文化五百强公司的英文名翻译的特点。主要内容包括：
1.简介 2.翻译理论 3.需要考虑的因素 4.选名技巧
5.2关键问题
对比分析：因为在企业发展过程中，对企业业务表现的影响因素很多，对比分析得出的结果很有可能会偏离实际结果，所以在研究时，假设同一中国世界五百强企业在不同时期除了公司名不一样外，其他影响公司业务发展的因素一致。
研究途径：除了寻找资料对比分析外，很难有其他途径来调查研究，比如采访资深企业管理者，针对相关问题作进一步探讨。
5.3解决思路
针对对比分析中存在的影响因素过多的问题，应该增加搜集查阅资料数量，通过大量信息评估主要因素的影响程度，然后再进行对比分析。
因为研究途径受到限制，所以需要开发新的研究方法，比如合作探讨，深入企业调研，和发放问卷收集大众对五百强公司名的认可情况。
六、完成毕业论文（设计）所必须具备的工作条件
1、所需资料、设备、工具：(1)相关的中英文资料、文献；(2)计算机网络资源及辅助设备；(3)校内图书馆、阅览室；(4)数字图书馆。
2、解决办法：
(1)查阅大量相关的中英文词典及工具书；
(2)充分利用网络资源及文献检索系统，查阅下载丰富的论文资料；(3)通过学校图书馆的中英文书籍和期刊，获取大量有价值的文献资料；(4)利用网络资源。
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七、预期成果（达到目标）
通过深入研究世界五百强企业中文名翻译特征，希望五百强企业，包括英语名翻译的学习者和教学者能进一步了解公司企业中文名翻译对企业塑造公司形象的影响。其次，通过介绍世界五百强公司企业中文名翻译及其特点，让读者进一步了解五百强企业中文名翻译的重要性。进而说明优化五百强企业中文名翻译的可行性和必要性。最后通过五百强企业中文名翻译的研究，进一步让读者了解五百强企业的好的中文名的优势以及它对商务英语学习推动作用。
八、工作的主要阶段、进度与时间安排
（1）查阅文献，提出研究方案，2016年8月31日前完成开题报告。
（2）结合论文题目，通过阅读文献并结合实际,收集世界五百强中中国企业名及其英译名,探讨中国企业名承载的文化背景和专业背景等,分析企业名在英译过程中所遵循的策略和应该达到的目的。
（3）提出翻译策略和翻译指导理论用以指导其它中国企业名的英译。
（4）2016年12月1日前提交毕业论文初稿，要求排版格式规范，字数在7000字左右。
（5）2017年5月18日前提交终稿。
九、指导老师审查意见
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世界五百强中国企业名称汉译英研究
[摘要] 近年来，随着经济全球化全面深度发展，越来越多的中国企业开始走出国门，融入全球化发展。其中许多著名企业成为世界五百强，深深地影响着中国经济全球化的脚步。合适.正确.高雅的英文名翻译成为许多企业走出去的第一步。深入研究中国世界五百强企业英文名翻译的特点和各方面影响。其中，许多企业的英文名称经过了多次变化，最终才有了现在耳熟能详的企业英文名。更有企业因为没有合适的英文名而在进入外国市场时出师不利。世界五百强中国企业名称汉译英研究着重于从翻译的美学的角度来研究企业名称汉译英的特点和企业英文名称对企业发展的影响，进而探索合适的英文名称和不合适的英文名称在企业发展过程中的积极和消极作用。针对中国大型世界五百强企业英文名翻译案例，企业英文名称对进入外国市场时的影响，不同领域.不同类型.不同企业文化的五百强企业的英文名翻译特点，中国企业在进入国外市场时在公司名称的翻译上的斟酌程度，公司英文名翻译人员翻译的侧重方向，公司名变化过程中公司业务的发展，公司的业务变化对公司名称的改变展开研究。而且还需要从文化研究的角度来研究中国的世界五百强公司的翻译特点，这是必须要考虑到的方向，而且文化研究是一个极其大的领域，其中的各个方向又极大地影响中国世界五百强公司的英文名称翻译。再者，合适恰当,优美准确的英文名对中国的世界五百强企业成功进入全球市场应该有帮助和促进作用。
[关键词] 世界五百强；汉译英研究
V
A Study on C-E Translation of Chinese Company Names in the Fortune Global 500
[Abstract]Nowadays,with the further development of economic globalization , more and more Chinese companies enter foreign markets where English is mostly used.many of them have become the world‘s top five hundred ,deeply affecting the pace of China‘s economic globalization.therefore ,an appropriate English name plays a significant role when they are taking their action.A thorough study of the characteristics and influence of the English translation of the top five hundred companies in China.Among them, many companies have changed the name of the English name for many times, and finally had a familiar name now.Many companies because there is no suitable English name in foreign markets lost the first battle.The study of the Chinese translation of the names of the top five hundred companies in the world focuses on the study of the characteristics of Chinese English translation of corporate names from the perspective of translation aesthetics.And then explore the positive and negative effects of proper English name and inappropriate English name in the proce of enterprise development.A case study focus on the translation of English names in the world's top five hundred companies,the influence of English name on foreign market entry,the characteristics of English translation of the top five hundred enterprises in different fields, different types and different corporate cultures,the degree of discretion of Chinese companies in the translation of company names when entering foreign markets,the orientation of the translation of English translators,the development of company's busine during the change of company name,the change of the company's busine changes the name of the company.Appropriate and appropriate, beautiful and accurate English name for the world's top five hundred enterprises in China to enter the global market should help and promote.[keywords]top global 500;c-e translation study
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IIntroduction A Study on C-E Translation of Chinese Company Names in the Fortune Global 500 is a study of the influence of English name translation on the entry of Chinese large multinational companies into the global market, through the study of the influence of the change of the English name translation on the development of the company's busine.A proper English name should play a very important role in the global market.Provide reference for the world's top five hundred companies to enter the global market.C-E Translation of Chinese Company Names in the Fortune Global 500 is not only about C-E translation ,but also about linguistics and esthetics and many other different subject.therefore ,an appropriate and elegant English name is not something uncomplicated.Someone who take an English name for the Chinese transnational corporations must be erudite.With the deepening of economic globalization ,Chinese enterprises are increasingly demanding on English names because they need to break into the English-speaking market.and they must be integrated into the foreign cultural atmosphere.Having a proper and elegant English name is the first step in everything.After more than 30 years of reform and opening up, China's rapid economic development requires the continuous rise of Chinese enterprises to do a good job of corporate image publicity.the company's English name is very important to promote their ideas and culture.As a result ,Chinese companies have an endle stream of English names.the research on the C-E translation of the company is also increasing.Due to the specific object----Chinese enterprise.Therefore, the research in this field is mainly done by domestic scholars on the basis of skopos theory, translation criticism theory and Cro-Cultural theory.The scholars focus on the analysis of the errors in the C-E translation names of Chinese companies in some regions and industries.The alphablt and phoneme are the best elements to deal with the C-E translation in the proce.Back translation is a good way to the quality of the translated Chinese name,to comply with the principle of “information equivalence”.these studies are useful, but the problem is also obvious.or put forward the basic principles, case analysis is not enough.there is no clear criteria for the
selection of the corpus, there is no choice of well-known enterprises in the industry.or focus on error analysis, no comprehensive aement of the progre of translation equivalence.in view of this, this paper is based on the previous studies on theC-E translation of China‘s transnational enterprises.Based on Eugene Nida's functional equivalence theory,In 2017, China's top 500 companies in the list of top 500 companies in China news network were selected as the research materials.take the methods of qualitative analysis,to make contrastive analysis of Chinese and English company‘s English names,Summed up the functional equivalence of the corpus in three aspects: vocabulary, syntax and discourse.At the same time, I also makes a study on the translation of culture loaded words, company slogans and the names of awards to propose amendments.On the lexical level, we should correctly analyze the differences of referential meaning and the aociative meaning of cultural context,achieve functional equivalence.the unequivalent situation of Chinese and English names still exists.mainly in dealing with cultural loaded words,company slogan and company names.there is error of understanding ,do not refer to authoritative official documents , and failure to comply with the basic rules of language.The significance of this study is mainly reflected in two aspects.First of all, through the introduction of the translation strategies of the Chinese enterprises in top 500 hundred.to a certain extent, it enriches the research corpus.secondly, through some example analysis.help Chinese companies to improve the quality of C-E names.Improve the effectivene of foreign market promotion.Enhance corporate image and even China's national image.In fact,there are more and more Chinese companies going to break into the foreign markets.this means that they need to think their English names over and over again.it may seems that it‘s very easy and uncomplicated to get an English name.but the name is for an world five hundred company.this situation makes everything more complex.we cannot just translate Chinese into English.it must be brief,phonological beautiful,easy understanding, symbolic,rich in meaning and have many other different characteristics.What is more important is that we are going to exend our study into culture research,something potentially and profoundly affecting the use of English names
under special circumstances,such as different mother tongues,complex language environment,particular cultural atmosphere,taboos and many other various and complicated circumstances.As a result of this ,our research is really important and influential for the Chinese companies in the fortune global 500 if they want to break into the foreign markets.Because our research starts from all aspects of English name selection.even who are unfamilier with English can get an great English name for Chinese companies in the fortune global 500 easily.In a sense, it can be regarded as the textbook of C-E translation for Chinese companies in the fortune global 500.This thesis research mainly from the perspective of Skopos Theory and functional theory.but there is no direct expreion of these two theories.All of these two theories are embodied in the framework of the whole thesis,Only a comprehensive understanding of the whole text can understand the existence of the theories.Theoretical research is not the purpose.As mentioned above,to guide the world's top five hundred enterprises in China and rich English name translation research materials are the fundamental purposes.As an exacting and profoundly thesis,give examples,introduce questions,study problems,propose solution ,demonstrate schemes,and come to a conclusion are the major parts.All of these steps are meant to show the whole proce clearly and accurately in order to enable readers to have a comprehensive and profound understanding of the English translation of the top five hundred companies in China.Although there are many similar topics and types of research,I think the research on the English translation of the top five hundred companies in China is far from enough.This study on c-e translation of Chinese companies in the fortune global 500 aims to solve all kinds of complex problems involved.Therefore, it is both forward-looking and unique.and instructive.This paper also shows the isolation of language and culture from many aspects.This is another feature of this paper,It enriches the research direction of English translation for later researchers.English name translation must be combined with cultural studies in order to achieve the highest level.Simply translating Chinese names into English is often unsatisfactory,the translation of English names from a single direction will occur such problems.English name translation is often the most complex，not that it needs to consume too much energy
and time, but it is very difficult to translate the English name well or to be the best.The perfect translation of English names need to refer to the study of various factors,this is not suitable for the translation which is not high demanding.It's like movies and TV shows,film requires sophisticated integration,the TV show is dragging.The English name translation needs to show more eence in limited content.This determines the complexity of English name translation-it's hard to translate faultlely.Therefore, the research work of this paper will be of great significance.In fact, this paper will study from three aspects.in the first direction, many examples are given to show the influence and characteristics of English name translation.It includes the influence of different English names on the development speed of the top five hundred companies in the world.This is the most direct manifestation of the impact of an near perfect english name to the development of a world five hundred companies.The following is a study of the characteristics of Chinese English translation of the world's top five hundred companies in different industries.This is one of the most intuitive features.In addition, it also talks about the characteristics of the English translation of the top five hundred companies in different countries.The study about characteristics of English name translation in the world top five hundred enterprises is an additional reference.Finally, we will discu the translation characteristics of Chinese enterprises in the world's top five hundred with different corporate cultures.This part leads to the following study.In the second main part which is the most important research part of this thesis.From the cultural point of view, this part analyzes the problems that should be paid attention to in the translation of English names of the world's top five hundred enterprises.Because it is to enter the foreign market.therefore, it is neceary to explore from the perspective of the target country.At that time, the cultural characteristics of the country has become the focus of the study of the English translation of the world's top five hundred companies.First of all.it talks about the characteristics of a near perfect English name tend to have.Secondly , whether use the same English name in all markets is really a question worth pondering.Next.it‘S about the influence of the choice of English names of five hundred Chinese
companies with different mother tongues,this is easily confused with the arguments above.butthis is a new research content，should be included in the scope of Cultural Studies.There are another three parts about culture research which are really important to this thesis.they will be carefully studied and expoundedIn the next article.Last but not the least.This section will summarize all the research content which means that it will tell us a suitable and elegant busine English name can determine whether a Chinese top five hundred companies can succefully enter the foreign market.Finally , summarize the contents of the whole paper.Ⅱ Translation Theory This chapter describes the translation theory of the study of the English translation for the top five hundred Chinese enterprises from the whole research field.2.1 Skopos Theory.Skopos is Greek，The most important factor in the proce of translation is the purpose of the whole translation.the term “Skopos” is often used to refer to the purpose of a translation.One of the most important factors determining the purpose of translation is the receiver, the recipient of the translation.2.2 Tranbslation Theory Of Yan Fu C-E translation Of Chinese Company In The Fortune Global 500 is a kind of special name translation because it is a translation within a specific range.It contains a lot of new and important research field.This kind of research begins with the globalization of Chinese enterprises in the early twenty-first Century.There will be a sign of prosperity in the next ten years.Therefore, the research in this area has a greater prospect.Return to translation,C-E translation of Chinese company in the fortune global 500,still cannot be perfectly finished in one respect.we need to give it a comprehensive consideration which haven‘t been noticed by researchers before.even so,we still need to review the translation theories of great translators,give us a wide range of reference for our study.More than one hundred years ago in 1897 in the reign of the Qing Dynasty.in this year,Yan Fu,the chief teacher of Bei Yang Navy who translated and published the theory of nature selection.The publication of this book has great realistic and historical meaning.But what he did not expect was the words ―Faithfulne Expreivene and Elegance‖ made him been praised and disparaged in the introductory remarks,not the book itself.from that time ,his theory of ―Faithfulne,Expreivene and Elegance‖ had always been mentioned if there were some translation theory studies got the recent China‘s history involved.Certainly ,substantial divergences exist about the argument of his translation theory.Mr.Luo Xingzhang,who admits Yan Fu‘s theory has said that this theory can be used throughout the translation field.Yu Dafu ,as an author and translator regard Yan Fu‘s theory as the golden rule and precious precept.Someone who are disguested with Yan Fu ‗s ―Faithfulne Expreivene And Elegance‖ theory believe it‘s confusing in formulation and harmful when it‘s been obeyed.But through a century of challenges, ―Faithfulne Expreivene And Elegance‖ is still accepted by translators,even displays its powerful vitality.the predeceor in translation field ,Zhou Xiliang ,said that history has proved―Faithfulne Expreivene And Elegance‖ throey has a guiding function for our country‘s translation work for 80 years.Still has its vitality.Many scholars have put forward a lot of different translation principles,but none of them can completely replace it.Compare with the translatology subject,these tree words in any case always seem to be too thin, too general.However.what makes it cannot be displaced.First of all, this is determined by the characteristics of the Chinese language.Shen Xiaolong, a cultural linguist, points out that Chinese sentences are both real and windy.As long as can see what‘sthe words‘ meaning, thenI omit the details while others make it circumstantial , we still can understand the meaning of the setences.In fact , Simple three words―Faithfulne Expreivene and Elegance‖ with this kind of advantage of the Chinese language.Yan Fu believes that if we cannot reach the meaning of ―faithfulne‖,the translation itself will be unsucceful,what also makes ―expreivene‖ hard to reach.and ―expreivene‖ is almost translation.what he want to convey is that ―expreivene‖ can show the meaning of text,but ―faithfulne‖ and ―elegance‖ is something makes the text more complete or vivid.Besides,these three words restrict and replenish each other as a whole.Some of the later tanslators split these three wods which should be as a whole completely ,then found something they called loophole.For example,the following theory think these three concepts cannot not exist simultaneously in logic.they think that ―faithfulne‖ is restricted by the original text,but expreivene and elegance is not.Be honest , though these tree concepts are to some extent contradictory with each other in logic,it‘s the reflect of the translator‘s plight ,he should be faithful to the original text
andsimultaneously exert his creativity.What‘s more ,the ―Faithfulne ,Expreivene an Elegance‖ translation theory have a strong generality.and take a step back, the order of these three words is pretty appropriate,primary and secondary.Fair to say,Yan Fu didn‘t propose ―Faithfulne Expreivene and Elegance‖ to set up some kind of criterion or principle.He just wrote down the temporary feelings in his translation.that means its just the reflect of Yan Fu‘s sentiment ,no sence to accuse him even there are some other objections.In my opinion.the ―Faithfulne ,Expreivene an Elegance‖ translation is something like reference.there is no right and wrong when we refer to it.When we are translating something , the theory gives a good summary of the standards we need to meet, no need to achieve all the three words at the same time.In one epsiode of “Cheers”, Cliff is seated at the bar describing the Buffalo Theory to his buddy Norm.Here it is, for your enjoyment“Well, you see Norm, it's like this...A herdof buffalo can only move as fast as the slowest buffalo.And when the heard is hunted, it is the lowest and weakest ones at the back that are killed first.This natural selection is good for the herd as a whole, because the general speed and health of the whole group keeps improving by the regular killing of the weakest members.In much the same way, the human brain can only operate as fast as the slowest brain cells.Now, as we know, exceive intake of alcohol kills brain cells.But naturally, it attacks the slowest and weakest brain cells first.In this way, regular consumption of beer eliminates the weaker brain cells, making the brain a faster and more efficient machine.And that, Norm, is why you always feel smarter after a few beers.”LOL theory is the theory that the internet phrase lol can be placed at any part of a sentence and make the sentence lose all credibilty and seriousne all at once.CPPCC member Tang Jin, a national political adviser from central Hubei province, said as the country increasingly interacts with the international community, the problem of badly translated signs becomes of mounting importance.She said awkward and incorrect translations are common in many areas acro the country.Tang gave examples she has seen while traveling around the country.A reception desk, or zong tai in Chinese, was wrongly translated as “total desk” and exit, or chu kou in Chinese, was incorrectly translated as
“export”.She said correct translation is a sign of a nation's cultural capability and the problem should be taken seriously at government level.Tang suggested that government departments offer financial and personnel support to create a standard manual of public sign translations and promote it acro the country.China has already learnt costly leons from the casual use of English.Beyond confusing public directories, and hilarious-or sickeningLenovo LEGEND, this logo leave a lot of good memories and brilliantfor us.Today, the new brand Lenovo will set sail, it is entrusted with the new and old Lenovo people in twenty-first Century the great plan, it will make our position more clearly, our company more cohesive, the internationalization of ours more solid, we have a longer-term vision, and our mind is broader.“One of the top executives comment on lenovo:”it will be the foundation for all of us to do it.It will be a blueprint for future action, and it will enable our customers and partners to appreciate the benefits of the future".From the perspective of the development proce, some factors play a key role.But Lenovo's English name change is a succeful case,from then on, Lenovo's busine development is more global.Lenovo's PC market share is the world's largest.It succefully merged and absorbed IBM's computer busine after the acquisition.and achieve busine growth in a lot of markets around the world.Although not intuitive, the new name has injected new vitality into the globalization of Lenovo,and made it develop more rapidly.These are the direct embodiment of the effect of this change.There is another example.in 2006.at the International Consumer Electronics Show.Intel‘s sign ―intel inside‖ dispeared ,what replaced it was just ―intel‖ with two arcs.the new logo in the lower right corner is also eye-catching.This change makes Intel more flexible in the market positioning.and in the eyes of consumers，Intelare more young personalized.Although there is no data to explain Intel's busine growth and the name change has a clear link, the impact is real,that is a better name has a positive effect on the development of an enterprise.This is one of the most influential factors.the translation of English names in different industries has its own characteristics.In the 2016 list of the world's top five hundred, The number of Chinese companies has achieved growth of thirteen
consecutive years, Accounted for 1/5 of the top five hundred.There are thirteen companies be on the list for the first time.Among them , there are a large number of state-owned companies.they are mainly distributed in the banking , energy, insurance, Automobile , engineering& construction ,electronic technology etc.Almost all banks have ―bank‖ in their English name which is really obvious.this is a common feature of all the top five hundred Chinese banks.As for the energy industry, the world's top five hundredChinese enterprises‘ English names do not have many common features.Some of them use Chinese transliteration as the Englishname of the company.this phenomenon of English name translation appears in all industries not only energy.There is also a phenomenon that many Chineseenergy companies in the world's top five hundred have ―energy‖ in their English name.Similar to banking,almost every insurance company has ―insurance‖ in their English name.this phenomenon is almost inevitable in the insurance industry.As far as automobile industry ,most of them contain ―automobile‖ or ―motor‖ in their English name.When it comes to engineering&construction industry.most companies directly add ―engineering‖ or ―construction‖ into their English names.At last.Chinese science and technology enterprises‘ English name in the world's top five hundred is not much in common to find.because the lack of data, we can not draw too many conclusions about the characteristics of the English translation of the Chinese top five hundred companies in electronic technology industries.Summarize this part of study,we can find that Many industries in the world's top five hundred has common characteristics in their C-E translation names.In general, their English names are more straightforward and to some extent burdensome.many companies use Chinese transliteration.more enterprises partly or completely use English abbreviations as their English names.Many of the world's top five hundred companies‘s English name are very simple.We can't even find out what industry they are in easily.What is more,some of the English names of Chinese enterprises in the top global 500 can even be wrong.that‘s something rediculous.English name is a very important busine card, It's neceary to work hard on it.About this topic, there is also the problem of incomplete data.But we can also do pioneering research.Analyze the form carefully, some special things still can be found.there are some enterprises really
particular.suchas
Apple,BP,Berkshire
Hathaway, Mckeon,Glencore,AT&T,TOTAL, AmerisourcebergenChevron, E.ON, AXA etc.It's hard to know which industries they belong to from the names of these companies.just as what we expreed in last part.From the whole table,we can find that some of the names include French vocabulary.Such asSOCIÉTÉ GÉNÉRALE, CRÉDIT AGRICOLE, ÉLECTRICITÉ DE FRANCE,etc.this is the result of the blending of English and French culture.More importantly, the French vocabulary is very similar to the English Vocabulary.So many French companies directly use French vocabulary in their English name.It is also because of the personality of the French company name.Another similar phenomenon is the English name of many Japanese companies using the Japanese name transliteration.Such as Toyota Motor, Honda Motor, Nian Motor, Nippon Telegraph & Telephone, Hitachi, Nippon Life Insurance, Panasonic, Marubeni, Mitsubishi, Toshiba Etc.The same is true of companies in other countries.On the whole, the English name of the Chinese company has a strong nationalistic feeling.The study of this direction requires a large number of corporate culture research support.and the corporate culture of many companies will directly determine their names.Or the company name will reflect their corporate culture.let‘s back to ―Leveno‖.―le‖ is from legend ,the old name ,and ―novo‖ means new or innovation.This implies that Lenovo will have innovation in the new century.and so it is.And General Motors, The famous American comprehensive enterprise.in fact , general means their products cover a wide range of uses.This is the corporate culture of General Motors.In fact, General Company's products cover civilian and military fields.For example, civilian vehicles, aircraft engines.Military aircraft, warships and military aircraft engines.This represents the diversification of its busine development.3.2 Linguistic Enviroment The translation research of English names is never justin one single aspect.If you want to translate it perfectly , cultural studies must be included.21
As a matter of fact, there is no perfect English name for a Chinesemultinational company.because it‘s restricted by lots of limiting factors.But a good enough busine name should have the following characteristics.It need to be meanful , concise, whole coordinating, easy to understand,beautiful rhyme and so on.Almost all multinational companies use different names in different markets, mainly because of the language and culture difference of the target markets.But will they use the same English name in all markets? The study found that even if there are difference, only very subtle ones.This means that most companies will use the same English name in all markets, even if there is a difference, it is very subtle.On this question, because there are language differences in the target market, different names are used in different countries.Because of this, the meaning of their names is likely to be a big difference.and the result is almost inevitable.This is the reference of our main research contents.Different native language environment will have a great impact on the name of a company in the market.In fact, the impact is enormous.because of the complexity of the language environment will make it difficult to choose English names.The reason for this is that the name is influenced by other languages.for example, in Chinatown or in many other countries, the name of a company will consider the language of these countries.More obvious in India, Mexico, Central Europe and other regions.these places have a very complex language environment.This makes it difficult to choose an English name accepted by most people.In any case, the promotion of products in the special market must take into account the local cultural customs and taboos.For example, because of India's worship of cattle, it is impoible to promote beef products in India.Islamic Muslims do not eat pork.Chinese people on the number four taboo.Americans prohibit discrimination against people with disabilities and and reverence for the gods.Special cultural features like this must be taken into account when choosing the English name for the world's top five hundred companies.In order to avoid some unneceary errors, and the actual proce of the need to pay attention to the iue of customs and taboos certainly more.22
In addition, because the company's English name is translated into the language of the target market, there will be some situations, such as homophone or homonym.In this case, there will be some unpredictable problems.For example, thename abbreviation of a Chinesemultinational company‘s English name may be an unpleasant word.This is what all multinationals do not want to see.But on the positive side, customs and culture may be an important weapon for multinational companies to use when they choosing one name for themselves.This is a way to make use of a particular interest of a country or a nation.For example, in China, the number eight means to get rich, so people are very fond of this figure.This can be used by foreign companies.there are many Similar phenomenon in the world.All of these are the problems that China's multinational companies need to pay attention to when they develop foreign markets.Even if we can not take advantage of some of the good cultural characteristics of the nation, we can not make mistakes that violate taboos.This is the case when a Chinese multinational company needs to be aware of the English name of the company.Summing up this part of the study, we find that cultural studies also play an important role in C-E translation of chinese company names in the fortune global 500.We can combine cultural studies to choose a more appropriate English name for the company, at the same time, it can avoid some problems like violation of cultural taboosin the English name of the company.23
IⅤ Skills Applied In Name Choosing Anyway, it must be true.the English name of a company may seem insignificant, but it is as important as the actual quality of a company.there is no doubt about it.It is through a name to know and remember a company, the name will directly affect the visibility of an enterprise in the market.Revlon, its name is with the help of a Chinese ancient poetry, succefully entered the Chinese market.Similar examples abound.In China, the name of a Mercedes Benz means flying at a fast pace.This is the use of homophonic for Mercedes Benz to create a beautiful symbol.BMW is in the Chinese described rare horse, this has formed a beautiful concept in people's mind.Paving the way for BMW to enter China.Similar examples abound.24
Conclusions Through the research, we can not simply translate the english names of Chinese top global 500 enterorises from just one aspect.It is neceary to combine the other studies with cultural studies in the C-E translation for Chinese enterprises in the top global 500.Because of the limitations of research materials and methods ,we can't do more extensive research.Advice for later researchers isThe study of c-e translation of English names can not be carried out from Onlya certain aspect, which must be combined with other studies in different areas.and cultural studies are eential.25
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Acknowledgement First and foremost, I would like to extend my heartfelt gratitude to my supervisor, Wang wei, for her instructive advice and invaluable suggestions in the completion of this work.besides,there is someone who discued a lot of questions about this work.LiMiao,thank you.High tribute should be paid to all people in the studies of C-E Translation of Chinese Company Name.28
