| ABSTRACT | 第1-3页 |
| 摘要 | 第3-6页 |
| Chapter One Introduction | 第6-10页 |
| ·Research Background | 第6-7页 |
| ·Research Objective | 第7页 |
| ·Research Significance | 第7-8页 |
| ·Thesis Structure | 第8-10页 |
| Chapter Two Literature Review | 第10-18页 |
| ·Overview of Trademark | 第10-13页 |
| ·The Definition of Trademark | 第10-11页 |
| ·The Function of Trademark | 第11-13页 |
| ·Overview of the Research on Trademark Translation | 第13-18页 |
| ·Domestic Research on Trademark Translation | 第13-15页 |
| ·Overseas Research on Trademark Translation | 第15-16页 |
| ·Summary | 第16-18页 |
| Chapter Three Theoretical Foundation | 第18-24页 |
| ·Basic Connotation of Eco-translatology | 第18-19页 |
| ·Core Concepts of Eco-translatology | 第19-24页 |
| ·Translational Eco-environment | 第19-20页 |
| ·Translator-centeredness | 第20-21页 |
| ·Adaptation and Selection | 第21-22页 |
| ·Three-dimensional Transformations | 第22-23页 |
| ·Criterion for Translation Evaluation | 第23-24页 |
| Chapter Four Analysis of E-C Translation Problems in Trademarks | 第24-34页 |
| ·Discovery of E-C Translation Problems in Trademarks | 第24-25页 |
| ·Problems in Transformation from the Linguistic Dimension | 第25-27页 |
| ·Verbosity in Length with a Pile of Chinese Characters | 第25-26页 |
| ·Difficulty in Pronunciation with Dissatisfactory Phonetic Effect | 第26-27页 |
| ·Problems in Transformation from the Cultural Dimension | 第27-30页 |
| ·Rote Translation Neglecting Cultural Differences | 第28-29页 |
| ·Ominous Homophones against Chinese Consumer Psychology | 第29-30页 |
| ·Problems in Transformation from the Communicative Dimension | 第30-33页 |
| ·Deficiency in Information with Vague Product Positioning | 第30-32页 |
| ·High Similarity without Novelty | 第32-33页 |
| ·Summary | 第33-34页 |
| Chapter Five Countermeasures against These Translation Problema | 第34-51页 |
| ·Awareness of the Eco-environment of E-C Translation of Trademarks | 第34-35页 |
| ·Adaptive Transformation from the Linguistic Dimension | 第35-39页 |
| ·Condensing Syllables within Four Chinese Characters | 第36-37页 |
| ·Adopting High-tone Characters and Sound-sweeting Means | 第37-39页 |
| ·Adaptive Transformation from the Cultural Dimension | 第39-45页 |
| ·Replacing Image and Creating Hazy Artistic Conception | 第40-42页 |
| ·Catering for the Auspicious Psychology of Chinese Consumers | 第42-45页 |
| ·Adaptive Transformation from the Communicative Dimension | 第45-50页 |
| ·Highlighting the Positioning Features of the Product | 第45-48页 |
| ·Drawing Inspiration from the Visual Image | 第48-50页 |
| ·Summary | 第50-51页 |
| Chapter Six Conclusion | 第51-53页 |
| ·Major Findings of the Research | 第51-52页 |
| ·Limitations and Further Suggestions | 第52-53页 |
| Bibliography | 第53-56页 |
| Acknowledgments | 第56-58页 |
