摘要
名称是公司设别系统的基石,是公司品牌的关键要素之一。本文从公司品牌营销的目的出发,基于命名要求讨论企业名称命名的基本规则,实证分析世界500强中国投资企业名称在音节数量、韵律节拍、构造方式和寓意性等方面的命名特点,调查显示世界500强在华企业名称对中国企业名称命名规则存在一定程度的偏离;进一步分析偏离的原因后讨论了世界500强在华企业名称的传播效果,依靠缩略的传播手段以及公司名与品牌名一致、子公司字号与母公司字号统一的策略,世界500强在华企业对中国企业名称命名规则偏离的传播效果得到了适当的弥补。
Corporate name is the cornerstone of corporate identity, and is elements of corporate brand. This article analyzes the linguistic and market one of the key communication features of the names of foreign companies invested by Fortune 500. Our analysis shows that the naming of foreign companies invested by Fortune 500 does not follow closely the conventional Chinese phonetic, semantic principles, which has an impact on the effective communication in Chinese market of the corporation name to some degree. Their use of alphabetic abbreviations has improved the unifying strategy of company names, brand names is a striking communicative effectiveness. Additionally, the names, subsidiary names, and parent company feature the naming for the Fortune 500 companies in China. The naming strategy showcases the credibility of the subordinated companies in relation to the world-known brands and companies, which reflects a clear market orientation.
出处
《语言文字应用》
CSSCI
北大核心
2009年第2期42-51,共10页
Applied Linguistics
关键词
公司品牌
命名
偏离
传播
corporate brand
naming
deviation
communication
