中国品牌及产品名的德译研究

A Study on the German Translation of Chinese Brand and Product Names

摘要: 在经济全球化以及互联网技术迅速普及的背景下，越来越多的中国公司注重发展海外市场，建立自己的国际品牌。本文基于已有翻译理论，对中国品牌和产品名在德语语境下的翻译策略进行总结。最后结合本土化、名称简单化、内涵最大化三大策略，对选择出的三大品牌类别进行创造性翻译，体现文化特色。希望有越来越多的企业能够借此重视其产品在不同国家和地区的本土化翻译，并从中传达其文化内涵。

Abstract: Against the backdrop of economic globalization and the rapid proliferation of the internet, an increasing number of Chinese enterprises are focusing on exploring overseas markets and striving to establish their own international brands. This thesis interweaves literature research with empirical research in order to summarize the translation strategies of Chinese brand and product names within the German linguistic context. Ultimately, three categories were selected based on their popularity. Combined with the three strategies—localization, simplification, and connotation maximization—creative translations are crafted that simultaneously reflect cultural characteristics. This aims to encourage more enterprises to consider the localization of their products in different countries and regions through translation, while simultaneously conveying their cultural connotations.