Abstract: With the rapid development of the international economy, more and more foreign shops enter the Chinese market and vise versa，so the shop name translation cannot be ignored any more. The aim of this paper is to discuss the shop name translation from the perspective of psychology. Through the research and interview, the paper analyzes the current situation and psychological factors of shop name translation, and provides the facts and reference for the shop name translation in future.

Key words: shop name, translation, psychology, shop owners, consumer

摘要：随着全球经济的快速发展，越来越多的国外商店进入中国市场，中国商店也在国外市场上发展，因此店名翻译不容忽视。此篇论文的目的在于从心理角度讨论店名翻译情况。通过调查与访问，论文分析了翻译现状以及翻译的心理因素并为以后的店名翻译提供了一些事实依据以及翻译参考。

关键词：店名，翻译，心理, 店主，顾客