The following principles should be followed in naming enterprises or shops:
1. The naming of companies, enterprises and shops must follow the naming culture with China characteristics
Since ancient times, people in China have attached great importance to names, whether it is the naming of individuals or shops, or even the naming of dynasties and the establishment of the emperor's year number, and so on. Not only that, but also formed a famous culture with China characteristics.
In China's long-term naming culture, "name" has two broad and narrow interpretations.
a broad name refers to the name of everything that exists objectively, which is equivalent to a noun in a language. In the Eastern Han Dynasty, Liu Xi once wrote a book called "Interpretation of Names", which specifically scrutinized the reasons, gains and losses of the ancients' naming of everything in the world. The function of proper names is to distinguish different individuals and different kinds of the same thing more effectively.
No matter the name in a broad sense or a narrow sense, it is a specific symbol and has different functions in a certain range. Dong Zhongshu pointed out in "Spring and Autumn Stories": "Those who are famous are separated and dispersed." That's exactly what I said.
Naming refers to the use of language symbols to define a specific person or specific object. This naming activity can only occur after the formation of language.
Because of the polysemy of Chinese words and the complexity of language phenomena, it is not arbitrary and accidental to use what kind of language symbols to represent specific named objects. It must contain social, cultural and linguistic constraints.
once a name is established, spread and recognized by the society, it will have certain stability, and the relationship between name and reality will go hand in hand, and it can't be easily changed, even if it rings with the sound. Some names have not changed for thousands of years.
among all naming styles in China. Names and place names first appeared, about in the middle and late period of primitive society. People had to coordinate with each other and engage in social production. At this time, people's individual consciousness had sprouted. The horizon and scope of activities are also expanding day by day, and names of people, places and tools appear in constant communication.
About the early stage of slave society, with the development of transportation and construction, the pattern of cities began to take shape, and the names of streets and landscapes appeared.
Signboards, shop names and trademarks are all products of the commodity economy. Zhaobo appeared at the end of slave society. At first, it was in kind, and then it evolved into characters. At the beginning of feudal society, the later signboard name was formed on the basis of Zhaobo. Trademarks appeared in the middle of feudal society, when the commodity economy was quite developed.
It can be seen that the naming activities in China have a long history. In the long-term naming practice, not only a unique naming tradition has been formed, but also many naming laws and methods have been summarized, and a naming culture with rich connotations has been constructed on this basis.
2. The naming of companies, enterprises and shops must consider the naming tradition of China
. The long history, culture and long-term naming practice have formed the naming tradition of attaching importance to meaning in China, which has precipitated our nation's psychological tendency and language characteristics. At this point, it is unmatched by any country that uses pinyin.
No matter what kind of company or store is named, the meaning of words is the primary factor that must be considered. It includes two aspects:
First, Chinese characters are ideographic characters, which, influenced by the ideographic nature of Chinese characters, make people develop a psychological set of "as the name suggests". A company store name with a beautiful meaning can make people have a good evaluation.
Secondly, due to the influence of the exegetical tradition of famous things, people always have to investigate the reasons for the names of things, and pay attention to the textual research on the meaning of words, especially the names of enterprises and shops that are aimed at the public, and people always have to talk about them. Therefore, if the name of the company store is meaningful, it can make people more acceptable.
3 companies, enterprises and stores should take care of the geographical environment.
When naming stores, geographical environment and historical and cultural background are also important factors to be considered. In the Japanese film market, Fuji and Sakura are two companies, and the last one is the king and the other is the coach because of the name problem. Originally, in the film market competition in Japan in the 195s, Sakura Company had more than half of the film market. Later, Fuji gained more and more market share, and finally defeated Sakura Company and became the film market overlord. According to market research, it turns out that in Japanese, the word "cherry blossom" reflects the image of "peach, soft and vague", while "Fuji" is associated with the blue sky and white clouds of Mount Fuji in Japan, giving people a good image. This example tells us that the name of an enterprise should combine the regional environment and culture to make the corporate image evergreen. Specifically, the following three aspects should be considered:
First, the influence of geographical environment on the naming
In different commercial locations (districts), the chances of entering the store name are not the same. Generally speaking, influential place names are easy to be used as store names, and vice versa.
For example, in the area near the sea in Xicheng District, Beijing, the geographical terms are "Xinjiekou" and "Drum Tower". Judging from the name of the store copied below. All famous shops may be named "Xinjiekou" or "Drum Tower".
For example, Xinjiekou Department Store, Xinjiekou Food Store, Xinjiekou Supermarket, Drum Tower Grocery Store, Drum Tower Hostel, Drum Tower Bathroom, and many more.
Xinjiekou and Gulou are well-known names in Beijing, and they are widely used to name them.
the above phenomenon can be summarized as follows: the probability that a place name enters a store name is directly proportional to the familiarity of the area in people's minds.
in other words, the popularity of place names depends on the commercial status of the region (segment), which affects the naming of company stores in this region (segment).
second, every enterprise or store is in a larger business environment, and the benefits of enterprises and stores are closely related to the business environment.
The name of the store often reflects the phenomenon that the name of the store should consider the countermeasures in a specific environment. For example, there are two refrigeration shops in Lishi Road. The one on the left is called "Arctic Refrigeration and Air Conditioning Equipment Store" and the one on the right is called "Antarctic Air Conditioning and Refrigeration Equipment Store". Obviously, the two families are facing each other. "Antarctic" versus "Arctic" and "air conditioning and refrigeration equipment" versus "refrigeration and air conditioning equipment". In the confrontation between the two store names, it is enough to show the strong sense of competition between the two stores in the competition.
4. The historical and cultural background must be considered when naming companies, enterprises and shops.
Because of the different geographical environment, there are different historical and cultural backgrounds. When naming companies, businesses often grasp this to attract customers or customers. Take Nanjing as an example to see the leopard.
among the numerous store names, it has obviously become a category to take Nanjing's titles in various periods in history as store names. Most of them are named after Jinling, such as Jinling Hotel, Jinling Rubber Store, Jinling Flower Shop, Jinling Pharmacy, Jinling Hotel, and Jinling Cultural and Musical Instrument Store.
In addition, there are some nicknames in Nanjing, such as Jiankang Knitted Cotton Fabric Store, Nanjing Shicheng Lamps Head Office, Shicheng Refrigeration Equipment Store, Jianye Wujiaohua Store and so on. As for "Zhongshan Decoration Joint Company", "Zhongshan Market", "Yangzi Store" and so on. As for "Zhongshan Decoration Union Company", "Zhongshan Shopping Mall" and "Yangtze River Socks Store", they all entered the store names because Zhongshan and Yangtze River are symbols of Nanjing.
There are many shops named Jubao near Zhonghua Gate in Nanjing: Jubao Department Store, Nanjing Jubao Building Materials Store, Jubao Hotel and so on. If there is no reason, "Jubao" is really a vulgar store name, which is not much better than "Lucky Fortune" or "Entering Treasure". However, people who have a little understanding of Nanjing's history and culture will not think so, because here are allusions.
It is said that Zhu Yuanzhang built the "Zhonghua Gate" in the Ming Dynasty, and it eventually collapsed after many constructions (according to geologists' investigation, there are many quicksands in the stratum here). After that, the cornucopia of Shen Wanshan, a rich man, was buried at the foot of the city wall, and it was built into the "Chinese Gate". "Zhonghua Gate" was once also called "Jubaomen". The above situation shows that the store name is also like a window, through which ancient history and culture can be reproduced.
5. The names of companies, enterprises and stores must be consistent with the commodities they handle.
The naming methods of companies, companies and stores can usually reflect the operating characteristics of the operators or the excellent quality of the main stores, so that consumers can easily identify the business scope of the stores and have a desire to buy.
For example, "Tongrentang" and "Heniantang" have become household names as time-honored Chinese medicine shops. As a traditional Chinese medicine shop, "Tang" has become an established identification sign, so customers can know that they sell Chinese medicine as long as they look at the signboard of "Tongrentang" or other "Tang". Another example is the name of "Kutokuhayashi", which shows that the operator is good at cooking vegetarian dishes. This name is closely related to its business content and is very helpful to attract customers.
6. The names of companies, enterprises and stores must be novel and unconventional, which can quickly capture consumers' vision.
The names of companies, companies and stores must be novel, which can arouse the public's interest and attract their commercial motives, such as the names of stores such as "Yi Xian", "Da San Yuan" and "Goubuli", which all arouse consumers' interest and curiosity.
7. The names of companies, enterprises and stores should be concise and easy to read and remember.
The names of companies, enterprises and stores should not be too complicated, otherwise it will cause side effects. For example, some people like to use complicated words or obscure words as names, so that people not only can't recognize them, but also can't pronounce them. In order to avoid this situation, they generally don't contact such companies or enterprises, and customers don't enter the shops with such difficult names. The names of stores such as "ten thousand guests come", "half-profit" and "to taste" are simple and easy to spread.
8. The names of companies, enterprises and shops should give people a sense of beauty and artistic accomplishment.
A good name with cultural connotations makes consumers feel comfortable. Such as Daheng Longchang Construction Company, Yuanyi Culture Company, Louwailou and Taotaoju.
Another thing to pay attention to is the name of a good enterprise, which should not give people a sense of being too serious, let alone refusing others thousands of miles away, at least giving people a sense of being approachable.
Only by following the above eight principles can companies, enterprises and shops name a good name!