经济全球化、市场国际化时代的到来,使商标的跨语言、跨文化传播问题十分迫切地摆到了我们的议事日程:企业形象、企业文化、企业名牌战略无不聚集于一个小小的商标上;消费者对商标的审美心理正在由低向高发展;而商标法对商标 With the advent of the economic globalization and the market internationalization era, the issue of cross-language and intercultural communication of trademarks has been urgently placed on our agenda: the corporate image, corporate culture and corporate brand strategy all gather in a small trademark; The aesthetic psychology of consumers on the trademark is from low to high development; and trademark law on trademarks