Trademark, as the direct presentation of a product, is an integral part of an effective and lucrative marketing. Over 600 trademarks and their Chinese translation have been collected in this research. Classification and relative analysis have been adopted for each instance case. Certain principles for trademark translation and basic translation techniques have been refined from the analysis process. Also the study has drawn out ethnic culture and reception aesthetics as the major dive for the tendency of domestication strategy in trademark translation.%商标作为产品最直观的展示窗口,其中文译名直接影响着相关产品的销售情况.本研究搜集了约600个外文商标及其中文译名个例,通过对优秀译名的整理与分析,提炼出商标翻译应当遵守的原则,常见的翻译策略与技巧.并且从民族文化与接受美学这两大驱动力来解释了商标翻译的归化趋势.
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