三個字大氣聚財?shù)墓久Q？大氣聚財?shù)?字公司名稱！

When starting or
expanding a business to international markets, one of the most
important decisions you will need to make is choosing a company name.
This name will be associated with your brand and how customers
perceive your business. There are some things you should keep in mind
when selecting a company name in China.

當你在國際市場上創(chuàng)業(yè)或擴張的時候，你需要做的最重要的決定之一就是選擇一個公司的名字。這個名字將與你的品牌和客戶如何看待你的業(yè)務聯(lián)系在一起。在中國選擇公司名稱時，有些事情你應該牢記在心。

When choosing a
company name in China, it is important to consider the following:

在中國選擇公司名稱時，必須考慮以下幾點:

Each company in
China has its unique name and it should be in Chinese.

中國的每家公司都有自己獨特的名字，而且名字應該是中文的。

A company name is a
brand identity and is used to market a business’s products or
services.

公司名稱是一個品牌標識，用于營銷企業(yè)的產(chǎn)品或服務。

As a business’s
reputation grows around the world, it is wise to consider the
meaning of a company’s name in each local market and in
some cases, create a local name for different consumers. In China
this is particularly important – because the meaning, sound,
tone, and even look of the Chinese characters you choose for your
company name can affect a brand’s reputation.

隨著企業(yè)聲譽在全球范圍內(nèi)不斷提升，明智的做法是考慮公司名稱在每個當?shù)厥袌龅暮x，在某些情況下，為不同的消費者創(chuàng)建一個當?shù)孛Q。在中國，這一點尤為重要——因為你為公司名稱選擇的漢字的含義、聲音、語調(diào)甚至外觀都會影響品牌的聲譽。

Three ways to choose
your Chinese trademark name

選擇中文商標名稱的三種方法

Create a literal
translation

直譯創(chuàng)建

A literal
translation works when the trademark has a distinctive meaning. For
example, Apple chose the brand name ‘Ping Guo’ (蘋果),
which is Chinese for ‘a(chǎn)pple’. Similarly, Palmolive is
known as ‘Zong Lan’ (棕欖),
a combination of the exact translation of ‘palm’ and
‘olive’.

當商標具有獨特的含義時，直譯就起作用了。例如，蘋果公司選擇了“蘋果”（蘋果）這個品牌，這是中文“蘋果”的意思。同樣，Palmolive
也被稱為“
Zong Lan”（棕欖），是“
palm”和“
olive”的精確翻譯的組合。

The disadvantage of
this method is that the Chinese characters will sound different from
your original trademark. This means that marketing time and money
will need to be spent on building the association between your Roman
character trademark and the Chinese character trademark.

這種方法的缺點是漢字聽起來和你原來的商標不一樣。這意味著營銷時間和金錢將需要花費在建立你的羅馬字商標和漢字商標之間的聯(lián)系。

Create a phonetic
translation

語音翻譯創(chuàng)建

A phonetic
translation involves creating a Chinese character name that sounds
like your trademark. Pinyin is the official Chinese
phonetic alphabet that uses Roman characters, which can be used to
create the transliteration. For example, ‘McDonald’s’
is known as ‘Mai Dang Lao’ (麥當勞),
to local Chinese consumers. ‘Siemens’ goes by the name of
‘Xi Men Zi’ (西門子),
‘KFC’ is known as ‘Ken De Ji’ (肯德基)
to locals, and ‘Audi’ is known as ‘Ao Di’
(奧迪).

語音翻譯包括創(chuàng)建一個聽起來像你的商標的漢字名稱。拼音是官方的漢語拼音字母，使用羅馬字符，可以用來創(chuàng)建音譯。例如，
McDonald’s被當?shù)氐闹袊M者稱為“麥當勞”。Siemens’的名字叫西門子，KFC的名字叫肯德基，奧迪的名字叫奧迪。

This method is
preferable when your trademark already has a reputation amongst
Chinese speaking consumers. However, care must be taken when choosing
a phonetic version of a foreign mark, because the Chinese characters
may have an undesirable meaning in one or more of the six major
Chinese dialects.

當你的商標已經(jīng)在說中文的消費者中享有聲譽時，這種方法是可取的。然而，在選擇外國標記的語音版本時，必須小心，因為在中國六大方言中的一種或多種中，漢字可能有不好的意義。

Combine a literal
and phonetic translation

結(jié)合直譯和語音翻譯

The best trademarks
are those that sound the same and also make reference to a defining
characteristic of your brand or have positive meaning in Chinese
culture. For example, after considering hundreds of combinations of
the four syllables that make up its name, Coca-Cola finally settled
with ‘Ke Kou Ke Le’ (可口可樂),
which means ‘taste and be happy’. The German brand
‘Fuchs’ which in German means ‘fox’ is
translated into ‘Fu Si’ (福斯)
which translates to ‘good luck and blessing’.

最好的商標是那些聽起來一樣的，并且參考了你的品牌的特征或者在中國文化中具有積極意義的商標。例如，可口可樂公司在考慮了成百上千個組成它名字的四個音節(jié)的組合之后，最終選擇了“可口可樂”，意思是“品嘗和快樂”。德國品牌“Fuchs”在德語中的意思是“?？怂埂保g過來就是“福斯”，意思是“好運和祝福”。

Regardless of what
method you choose, it is recommended to engage a professional
Chinese-speaking expert to ensure that the Chinese characters you
choose do not have a negative connotation.

無論你選擇什么方法，建議你聘請一位專業(yè)的中文專家，以確保你選擇的漢字沒有負面內(nèi)涵。

In 2017, China’s
State Administration for Industry and Commerce (SAIC), introduced
the Rules for the Prohibition and Restriction of Enterprise
Names, which ban businesses from registering company names
authorities consider “strange”, overly long, politically
sensitive, or mimicking existing brands.

2017年，中國國家工商行政管理總局出臺了《禁止和限制企業(yè)名稱的規(guī)定》，禁止企業(yè)注冊當局認為“奇怪”、過長、政治敏感或模仿現(xiàn)有品牌的公司名稱。