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The trade name is a whole new field of language learning with the development of commodity economy, it relates to semiotics, psychology, consumer behavior, and many other disciplines, so the trade name linguistics, economics Cultural value. For a long time, the trade name has not been given due attention, but with the rapid development of the commodity economy, trade name as an important part of the competitive business strategy, its research and development much attention. The rapid spread of advanced technology makes the competition between the goods from the quality of competition gradually shifted to the trade name and packaging design competition with personalized, differentiated function, which further deepened the trade name in advertising, business administration , linguistics research. The trade name has become a kind of intangible assets, implies a high commercial value, therefore, a good product name to replace the phenomenon of corporate name is also not uncommon. Korea and China belong to the same country of Oriental culture, but due to differences in linguistic characteristics, customs, ways of thinking, values, aesthetics and other aspects of the characteristics of the trade name, the form of expression is also a lot of differences. This paper studies to understand the features of bilateral trade name status and performance characteristics of the ROK-China trade name, and to find common ground and differences and analysis of the reasons. This thesis is a comparative study on the ROK and China beverages, wine and sweets trade name vocabulary usage characteristics. The thesis is divided into five parts: The first part describes the definition of a trade name, nomenclature and functional importance. The second part of a comparative analysis of the voice characteristics of the ROK-China trade name; comparative analysis of the third part of the the etymology of features and coinage characteristics of the ROK-China trade name; fourth part of Korea and China The name used in the text characteristics were compared; the fifth part Rhetorical Features of the ROK-China trade name. Paper the following conclusions: (1) the voice characteristics of the two countries trade name mainly to less than 5 syllables trade name, but a growing trend in the number of syllables of the Korean trade name. 2 etymology features, the frequency of use of foreign words in the name of South Korean goods than China's trade name, foreign language name is rarely used outside in the foreign words used in the translation of the name of the imported merchandise. Bilateral trade name using the English alphabet word gradually growing trend in the number of trade name. 3 coinage, South Korea the common voice coinage law named, the patchwork method commonly used to name. 4 text, the two countries have their own traditional text-based, but a lot of English, numbers, symbols and other notations mixed-use trade name with the development of economic and cultural exchanges. Rhetoric, due to their different language features, Korea used directly description, metaphor, intends to the sound mimicry law rhetorical; commonly used description of the method, metaphor, pun and other rhetorical.
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