英语翻译企业字号是企业无形资产中商誉的主要载体,是企业CIS策划及品牌战略中非常重要的一个环节,应该加以足够的重视.一个

英语翻译
企业字号是企业无形资产中商誉的主要载体,是企业CIS策划及品牌战略中非常重要的一个环节,应该加以足够的重视.一个成功的企业字号应有利于消费者和公众很快识别企业,字数宜短不宜长,使消费者容易记住；应能够取悦目标消费者,不但要在内容上易被目标消费群体接受,读起来也要朗朗上口.这一点跟商标的要求很相似,事实上,世界上许多著名公司的商标和企业字号是同一的.如IBM、Microsoft、Coca Cola等.
我国当前在将企业字号译成英文时,一般都是简单地采用汉语拼音.用汉语拼音来取代英译有几个好处：一、简便易行,所以容易流行；二、汉语拼音比英译更有利于保证企业专名的唯一性；三、盲目译成有意义的英文词后可能会与某个消费群体所在国的禁忌发生冲突,造成不良后果,而采用对外国人来说毫无意义的汉语拼音却可以有效地避免这种现象.但是弊端也很明显,纯粹的汉语拼音组合,要起到取悦外国消费者的目的,实在勉为其难等等.
本论文针对现有的中文企业名称英译进行分析与归纳,总结现有中文企业名称英译的特点与规律,以期对中文企业名称英译的统一和规范起到一定的借鉴意义.

Enterprise's shop is the main carriers of the goodwill in the enterprise intangible assets,is that the enterprise CIS plans and a very important link in brand strategy,attention that it should be enough.A successful enterprise shop should help consumers and the public to discern enterprises quickly,the number of words should be short not long,make consumers easy to remember; Can please goal consumers,not only apt to be accepted by the consuming groups of the goal in content,it should be suitable for reading too to read.This is very similar with the requirement for the trade mark,in fact,the trade marks and enterprise's shops of a lot of famous companies in the world are the same.For instance IBM,Microsoft,Coca Cola,etc..
Our country usually adopts Chinese Pin Yin briefly while translating enterprise's shop into English at present.Replace Great Britain and translate several advantages in Chinese Pin Yin:First,simple and easy to do,so is apt popular; Second,Chinese Pin Yin is more favorable to the uniqueness of guaranteeing enterprise's proper name than translating in Great Britain; Third,may conflict with a certain taboo of countries of consuming groups after translate into the meaningful English word blindly,cause bad consequence,adopt meaningless Chinese Pin Yin may prevent these kind of phenomenon from effectively for foreigner.But drawback too very obvious,pure Chinese Pin Yin association,want,get up,get please foreign purpose of consumer,really difficult.
This thesis is translated and analyzed and summed up to existing Chinese enterprise name Great Britain,summarize existing Chinese enterprise name characteristic and law that Great Britain translate,expect whom Great Britain translate unified standardizing,blowing arrive certain reference meaning to Chinese enterprise name.