On Localization Strategies of E-C Trademark Translation

摘要

Trademark, as the identity of products, plays a very significant role in international trade. This thesis probes into problems and their roots in the process of E-C trademark translation, and tries to put forward some practical solutions to these problems based on the localization strategy of Skopostheory, thus not only helping us Chinese better understand the English trademarks, but giving some clues to the C-E trademark translation of Chinese enterprises in their going-global strategy and their attempts to capture the markets of English-speaking countries.