现代店铺命名形式繁多,形态各异。是特殊的语用现象。它反映了社会多元化的价值取向,为语言注入新的内容,推动语言的发展变化。但又总体呈现出“重复、借助、依附”等单一模用形态,带来了语言的变异和污染。结合语言模因论这一现代语用理论,对店名模因组合的规律和模因复合体特征进行描写和分析,揭示其模用实质,为规范这一语言现象提供了新思路。 Modern shops have many forms and different forms. Is a special pragmatic phenomenon. It reflects the diversified value orientation of society, injecting new content into language and promoting the development and change of language. However, the overall pattern of single modality such as “repetition, aid, attachment” has brought about the variation and pollution of the language. Combined with the theory of modulo linguistics, this paper describes and analyzes the laws of memetic combinations of store names and the characteristics of memetic complexes, revealing the essence of modulo and providing new ideas for standardizing this linguistic phenomenon.