Abstract：This paper will analyze the influence of customer psychology on trademark translation from the perspective of cultural differences.It starts from the development of trademark translation，the introduction about customer psychology，and then analyzes the East and West cultural preferences.This paper lists two groups of cases of trademark translation combining customer psychology and cultural difference to discuss the influence of customer psychology on trademark translation.Finally，this paper presents three steps on future trademark translation to help enterprise focus on their fight of trademark translation.In conclusion，under different culture connotation and association backgrounds，customers will develop various aesthetic and association psychology.That’s a chain reaction by cultural difference and customer psychology.All in all，this thesis will draw much attention on improvement of trademark translation and provide a new view to analyze it.
　　Key words：trademark translation；customer psychology；cultural difference
　　I.An Overview of Trademark Translation
　　Trademark is generally seen everywhere in people’s daily life.It emerges as an efficient way of spreading information and promoting market.The definition and features of trademark will be introduced in the following part，and through its acquaintance，we will talk about its translation.
　　II.Cultural Differences on Trademark Translation
　　Trademark is a symbol of the unity of language and culture.Thus trademark serves as a special kind of cross-cultural communication，and so it requires the translator to take many things into consideration，such as cultural connotation differences，cultural associative meanings involved in the wording，and cultural and social values.
　　III.An Introduction to Customer Psychology
　　In the trademark translation，audience analysis plays a significant role.Translation with audience analysis can grasp customer’s psychology and become popularized.
　　IV.Influence of Customer Psychology on Trademark Translation from the Perspective of Cultural Differences
　　After being familiar with cultural differences and customer psychology，let’s draw lessons from some cases to have a better understanding on trademark translation.From the successful case，we can learn their road and strategy，while gain experiences through failed case analysis.The Main Steps on Future Trademark Translation are Brand Position，The Analysis on Related Market Culture and Translation Combining Its Customer Psychology. 　　V.Conclusion
　　This paper studies the influence of customer psychology on trademark translation from the perspective of cultural difference.From this thesis，we can learn that different culture backgrounds will produce various customer psychologies.For example，Eastern group psychology is driven from their nation’s culture history.If there is a novel product that catches someone’s eyes，the number of customer will be greatly increased.That’s a chain reaction by cultural difference and customer psychology.When trademark translation faces international marketing environment，translators must lay much emphasis and take advantage of these two factors to seek for a proper position in local.Just because of their influence，trademark translation showed its diversity and internationalism.Therefore，we should spare no effort to improve the ability of translation and walk into globalization ranks.
　　Bibliography
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　　[2]包惠南，《文化語境与语言翻译》，北京：中国对外翻译出版社，2001。
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　　[5]罗子明，《消费者心理学》，北京：清华大学出版社，2002。
　　作者简介
　　唐鸿娟（1995.08-今），女，汉族，四川达州，硕士研究生，研究方向：农村与区域发展tang hongjuan（1995.08-今），femal，han，dazhou city，Sichuan province，master graduate，rural and regional development.
　　（作者单位：Southwestern University of Finance and Economics）