Currently, there is an increasing trend of Japanese companies targeting to operate in the immense market in China. In order to gain advantages in market competition, Japanese companies localized in China are considering the needs of Chinese consumers by focusing on the naming of their company and products. The current study looks at the characteristics of such naming of company and products by Japanese companies operating locally in China. It analyzes how the Chinese language is being used to create naming of the companies that are easily approachable by local consumers, as well as how product naming has been put to practice in order to entice the buying will of local consumers. The result of the analyses indicates that company naming can be divided into four categories: the "migration type," "freely-translated type," "phonetic type," and "other minor types." In regard to the naming of products, the study has also confirmed the same characteristic categories within industries such as the "automobile/motorcycle industry," "home appliances/machinery industries," "cosmetic industry," and "food industry." In addition, it was revealed that depending on the industry, the type of naming differs, thus showing their respective characteristics. For each of the Japanese companies developing their business in the Chinese market, such efforts to name their localized company and products have resulted in giving local Chinese consumers good impressions. These Japanese companies continue to strive in their efforts to localize themselves in China.
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