葡萄酒品牌翻译的成功与否直接关系到进口品牌在中国的营销成败。品牌翻译不是简单的名称翻译,而是要考虑到目标市场的众多社会文化因素。本文从巴斯奈特的翻译文化观出发,探讨了四种应对的翻译策略,即灵活运用音译、直译、意译以及音意结合等策略。 The success of wine brand translation is directly related to the success or failure of imported brands in China. Brand translation is not a simple name translation, but to take into account the target market, many social and cultural factors. This article from the perspective of the translation culture of Bathnett discusses four coping strategies of translation, namely the flexible use of transliteration, literal translation, free translation and the combination of tone and other tactics.