| Abstract | 第1-6页 |
| 摘要 | 第6-11页 |
| Introduction | 第11-17页 |
| Chapter One Literary Review | 第17-27页 |
| ·Overview on Traditional Translation Theories | 第18-21页 |
| ·Current Situation of the Strategies Study of Chinese Brand Name Translation into English | 第21-25页 |
| ·Purpose and Significance of the Strategies Study for Chinese Brand Name Translation into English | 第25-27页 |
| Chapter Two An Introduction to the Skopos Theory and Naming Principles of Brand Name | 第27-59页 |
| ·A Brief Introduction to the Skopos Theory | 第28-39页 |
| ·The Definition of the Skopos Theory | 第29-30页 |
| ·Representatives of the Skopos Theory | 第30-32页 |
| ·Three Rules of Vermeer's Theory and Their Relationship | 第32-39页 |
| ·The Naming Principles of Brand Name | 第39-59页 |
| ·The Definition and Characteristics of Brand Name | 第39-44页 |
| ·The Types and Functions of Brand Name | 第44-54页 |
| ·The Naming Principles of Brand Name | 第54-59页 |
| Chapter Three The Key Factors Influencing upon Chinese Brand Name Translation into English | 第59-69页 |
| ·Language Factors | 第59-63页 |
| ·Different Linguistic Features Between Chinese and English | 第60-62页 |
| ·Different Textual Features Between Chinese and English | 第62-63页 |
| ·Culture Factors | 第63-69页 |
| ·Psychological Structure | 第64-65页 |
| ·Different Beliefs and Customs | 第65-66页 |
| ·Different Thought Patterns | 第66-67页 |
| ·Different Concepts of Values | 第67-69页 |
| Chapter Four The Translation Principles and Strategies in Translating Chinese Brand Name into English in Perspective of Skopos Theory | 第69-83页 |
| ·The Principles in Brand Name's Translation | 第69-74页 |
| ·The Principle of Language Coherence | 第70-71页 |
| ·The Principle of Brand Name Translation as a Purposeful Adaptation | 第71-72页 |
| ·The Principle of Targeting Culture Orientation | 第72-73页 |
| ·The Principle of Function plus Loyalty | 第73-74页 |
| ·The Strategies of Chinese Brand Name's Translation into English in Perspective of Skopos Theory | 第74-83页 |
| ·Direct Transfer to Meet the Original Purpose | 第75-76页 |
| ·Transliteration to Make the Version Sound Beautiful | 第76-78页 |
| ·Adjustment to Aim at the Esthetics Purpose | 第78-83页 |
| ·Combining | 第79-80页 |
| ·Purposive Misspelling | 第80页 |
| ·Acronym | 第80-81页 |
| ·Coinage | 第81-83页 |
| Conclusion | 第83-85页 |
| Bibliography | 第85-89页 |
| Appendix | 第89-91页 |
| Acknowledgements | 第91-92页 |
