随着中国加入世界贸易组织以及世界经济全球化进程的发展,中国被卷入到争夺世界市场地位的激烈竞争中。商标不再只是一种产品的象征,而变身成为实现促销策略,劝说消费者购买产品的关键因素,因此,商标的翻译具有重要意义。本文在对商标的语言特点及翻译原则做系统介绍的基础上,探讨顺应理论在商标翻译中的应用。 With China’s accession to the World Trade Organization and the development of the world economic globalization, China has been drawn into fierce competition for the status of the world market. Trademark is no longer just a symbol of a product, but turned into a marketing strategy to persuade consumers to buy the product of the key factors, therefore, trademark translation is of great significance. Based on the systematic introduction of language features and translation principles of trademarks, this paper discusses the application of conformity theory in trademark translation.