Abstract: With the rapid growth of modern economy and the development of globalization, there has been an influx of international commodity into China; China’s commodity also begins to move toward the world. Trademark translation is a key step in the process of realization of commodity globalization. Thus, trademark translation is becoming more and more important. China and the West are different in many areas, such as geographical position, social values, and cultural connotation. Translators often encounter some barriers caused by cultural differences. This paper first discusses the definition, features and the principles of trademark translation. In addition to this, the article analyzes trademark translation influenced by cultural differences between China and the West, and then this article suggests translators should adopt some proper and useful strategies to overcome the difficulties caused by cultural differences.

Key words: trademark; trademark translation; cultural; cultural difference

摘要：随着经济的快速发展和全球化进程的进一步推进，国际商品大量涌入中国，中国的商品也开始走向世界，商标翻译是产品得以走向世界的重要环节。因此，商标翻译越显重要。由于中西方文化在地理位置、社会价值观、文化内涵等方面存在诸多差异， 译者通常会遇到文化差异带来的障碍。本文首先探讨了商标的定义、特征、及其翻译原则，在分析商标翻译中的中西方文化差异的影响的基础上，提出如何更好地克服文化差异带来的困难，有效地采取相应的翻译策略，更加准确、传神地进行商标翻译。

关键词：商标； 商标翻译； 文化； 文化差异