| 摘要 | 第1-5页 |
| Abstract | 第5-9页 |
| Introduction | 第9-14页 |
| Chapter One Cultural Contrastive Research on Yacht Brand Names | 第14-19页 |
| ·Cultural meaning in branding | 第14页 |
| ·Contrast of Western and Chinese Culture in Yacht Branding | 第14-19页 |
| ·Individualism vs Collectivism | 第15-17页 |
| ·Cultural Implications of the Yacht Brand Names | 第17-19页 |
| Chapter Two International Yacht Brands Website Marketing Strategies | 第19-27页 |
| ·Standard Strategies | 第19-21页 |
| ·Localization Strategies | 第21-24页 |
| ·Globalization with Local Characteristics Strategies | 第24-25页 |
| ·Conditions for Applying the Three Strategies | 第25-27页 |
| Chapter Three Comparison of Chinese Yacht Company Website and InternationalYacht Company Website | 第27-31页 |
| ·Hypotheses and Methodology | 第27-28页 |
| ·Comparison of International Yacht Company Website and Chinese Yacht Company Websites | 第28-31页 |
| ·High Context Culture vs. Low Context Culture | 第28-29页 |
| ·High Power Distance vs. Low Power Distance | 第29-31页 |
| Chapter Four Brand Name Translation Principles | 第31-36页 |
| ·Brand Name Translation Theories Retropect | 第31-32页 |
| ·Brand Name Translation Principles | 第32-35页 |
| ·Thematic Principle | 第32-33页 |
| ·Correlation Principle | 第33-35页 |
| ·Pronunciation Correlation | 第33-34页 |
| ·Meaning Correlation | 第34-35页 |
| ·Chinese Yacht Brand Translation Alphabetization | 第35-36页 |
| Conclusion | 第36-38页 |
| Acknowledgements | 第38-39页 |
| Bibliography | 第39-42页 |
| Appendix Ⅰ Ten International Yacht Company Websites | 第42-43页 |
| Appendix Ⅱ Ten Chinese Yacht Company Websites | 第43-44页 |
| Appendix Ⅲ Figures | 第44-45页 |
