The Strategies Study Of Chinese Brand Name Translation Into English From The Perspective Of Skopos Theory

China's entry into WTO has dramatically increased the competition and challenge for Chinese businesses. And building a famous brand has become the core to shape enterprises' image for the market management strategies in participating in the fierce international market challenge; and holding a proper and unique brand name as well as a decent translation is a particularly significant factor for domestic enterprises' development, Thus, it is not only necessary but also urgent for people to make the study of Chinese brand names and their translation strategies. At present, many Chinese translators have done some research on this topic and made some achievements. However, there are still a few limits and insufficiencies in the strategies study of the Chinese brand name translation into English.Owing to the limitations of the previous studies, this paper attempts to make a tentative study of the strategies of Chinese brand name translation into English in the light of Vermeer's Skopos theory. It attaches great importance to the purpose of the translation and argues that the translators should finish the translation alternatively from the multiple information of the source text combining with the special situations of the target readers as well as the customers' demands. When the translator studies the brand name orientation strategy with strong purpose, she should first take into consideration the factors influencing on the brand name translation to meet the customers' requirements, since the choice of the translation approach and methods may be decided by the translator in such an orientation strategy. In this thesis, the author points that the brand name translation is an alternative process with purpose and argues that a translator should follow the skopos principle in choosing brand name translation methods. And four parts are included in this thesis altogether. The introduction makes an analysis of the study background and necessity of the strategies study of the Chinese brand name translation into English, especially the practical uses of the study from the Skopos theory. Chapter One makes an overview of the traditional translation theories and points out the purpose and significance as well as the current situation of the translation strategies study for Chinese brand names into English. Then, Chapter Two describes in details the definition and the representatives of the Skopostheory, emphasizing Vermeer's three rules and their mutual relationship for providing a theoretical guide to the thesis before the naming principles of brand names and the factors influencing upon Chinese brand name translation are introduced in Chapter Three. Chapter Four proposes four main principles, which are advisable to follow, and advocates some specific strategies in C-E translation of Brand names under the guidance of Vermeer's three rules. In conclusion, the author puts forward that the translation of Chinese brand name into English is a purposeful process to choose and influenced by the factors such as language and culture. Therefore, we should be guided by the Skopos theory and take the purposeful translation strategies when translate the Chinese brand names.