中国的品牌命名: 十类中国产品品牌名称的语言学分析

本文用语言学的分析方法分析了十类产品品名（共计1304个）的语言结构。这十类中国产品可分为三组，分别代表中国消费品的三个发展阶段：传统产品（例如火柴和酒）、传统但有新发展的产品（例如自行车、鞋类、牙膏）和现代化的产品（例如化妆品、软饮料、洗衣机、电冰箱、电视机）。本文的结论是：中国品牌命名首先受汉语语言的音节、声调及构词法的特性的支配，同时，产品在中国市场经济中的发展阶段也是品牌命名中的一个重要因素。

This paper reports a study of 1304 Chinese brand names of ten types of products in China. These brand names are content analyzed following a linguistic approach that the authors developed from their earlier studies. The ten types of brand names are presented in three broad categories representing the three different developing stages of consumer product industry in China: brands of traditional products (illustrated by matches and spirits), brands of traditional products with current development (illustrated by bicycles, shoes, and toothpastes), and brands of new and modern products (illustrated by cosmetics, soft drinks, washing machines, refrigerators and TV sets). The conclusion drawn from the analysis is that one of the variables in determining how linguistic principles are being applied to Chinese brand naming is the respective stages of development of such products in the context of the Chinese market economy.