现代企业命名要掌握「贴切、新奇、善意、通俗」四个基本原则。贴切,是巾国人对命名的传统观念,名不正则言不顺,讲求名实相符。不过现在商业发达,公司企业多如牛毛,对名称贴切似乎不太重视,浮夸、虚假的字写招牌,到处可见,与企业的经营内涵相去甚远,一间铺面便称「世界」、「总汇」,即使是两三人的小单位,也称「中心」「总公司」,实在令人啼笑皆非。这种大名小用的经营手法对于招徕顾客并无直接效果,反而引起客户的戒心甚至逆反心 Modern enterprise naming must grasp the four basic principles of “adequacy, novelty, goodwill, and popularity”. Appropriately, it is the traditional concept of naming the people of the towel. When the name is not correct, it is not correct and it is consistent with the name. However, nowadays, commercial development, corporate companies are numerous, it seems that the name does not attach importance to the appropriate, exaggerated, false writing signs, everywhere, and the business connotation of the company is far from a connotation, a pavement will be called “the world”, “contract” Even a small unit of two or three people, also known as the “center” or “head office,” is really ridiculous. This type of small-scale business practice has no direct effect on attracting customers, but it causes the customer’s disregard for fear and even rebellion.