【摘要】：傳統(tǒng)店鋪名稱研究多從文化、歷史、社會、心理、經(jīng)濟等多個角度和視角進(jìn)行分析，相關(guān)文獻(xiàn)研究也比較多，但是針對網(wǎng)絡(luò)上購物網(wǎng)站店鋪名稱的研究成果相對欠缺，研究這種新型產(chǎn)業(yè)所帶來的語言現(xiàn)象，有更重要的文化、經(jīng)濟、社會意義。 購物網(wǎng)站店鋪名稱的語音在音節(jié)、語調(diào)上的選擇還是符合現(xiàn)代漢語的習(xí)慣。音節(jié)數(shù)的選擇上主要呈現(xiàn)多樣化的趨勢，但是四音節(jié)占明顯優(yōu)勢，音節(jié)平仄上也多交替使用，讓店鋪名稱更富有音律感。 現(xiàn)代商鋪名稱已經(jīng)不僅僅局限于傳統(tǒng)的漢字命名，加入很多新的元素，而且各個元素之間的組合也呈現(xiàn)一種多樣化的趨勢。構(gòu)成類型中的屬名、通名、業(yè)名、地名的搭配方式也很多樣化，屬名在購物網(wǎng)站店鋪名中占主要地位，而且也最能體現(xiàn)購物網(wǎng)站店鋪名稱的特征，商家往往通過屬名來展示獨特新穎的個性。多數(shù)店鋪名稱弱化了地名的使用，這也和網(wǎng)絡(luò)這個特殊背景有直接關(guān)系。 購物網(wǎng)站的店鋪名更是大量運用修辭手法，這反映了人們追求張揚個性的審美取向。購物網(wǎng)站利用網(wǎng)絡(luò)環(huán)境中追求新奇異的特點，并沒有相對的固定格式束縛，這就使得大量的店鋪名稱中使用了圖符修辭。 作為社會用語的有機組成部分，商業(yè)店名不僅是具有識別作用的符號和傳遞商業(yè)信息的載體，它還猶如一面多棱鏡，折射出現(xiàn)代社會心理和文化光彩。購物網(wǎng)站在網(wǎng)絡(luò)背景下既兼?zhèn)鋫鹘y(tǒng)文化對店鋪名稱的影響，同時也反映了現(xiàn)代文化的印記，尤其是外來詞、影視娛樂、網(wǎng)絡(luò)新詞對其的影響。社會心理對網(wǎng)絡(luò)店鋪名稱也產(chǎn)生了一定的制約作用，同時網(wǎng)絡(luò)店鋪名稱也對消費行為有一定的心理影響。 購物網(wǎng)站作為新興的網(wǎng)絡(luò)產(chǎn)業(yè)，購物網(wǎng)站店鋪名稱存在很多不規(guī)范的問題，首先是形式上的不規(guī)范，，有夾用外文字母、繁體字過度使用和標(biāo)點濫用的情況。其次是語義上的不規(guī)范，主要包括過度求新求異和諧音惡搞。這些不規(guī)范的問題若不能盡早引起相關(guān)部門的注意，會使得購物網(wǎng)站店鋪名稱陷入一種較為混亂的狀態(tài)，對于經(jīng)常上網(wǎng)的青少年會有一定的不良的影響，所以最后針對這種不規(guī)范現(xiàn)象提出了幾點規(guī)范措施建議，一是制定有效的法律法規(guī)，加大政府監(jiān)管力度。二是營造良好規(guī)范的語言使用環(huán)境。
[Abstract]:The traditional store name research mostly carries on the analysis from the culture, the history, the society, the psychology, the economy and so on many angles and the angle of view, the related literature research is also quite many, but the research result regarding the shopping website shop name on the network is relatively lack, It has more important cultural, economic and social significance to study the language phenomenon brought by this new industry. Shopping site shop name pronunciation in syllables, tone of choice or in line with modern Chinese habits. The choice of syllable number mainly presents the trend of diversification, but the four-syllable occupies the obvious advantage, and the syllable is also used alternately, which makes the shop name more rhythmic. The modern shop name is not only limited to the traditional Chinese character name, but also adds many new elements, and the combination of each element also presents a diversified trend. The generic name, occupation name and place name in the composition type are also very diverse, the generic name occupies the main position in the shop name of the shopping website, and it also best reflects the characteristics of the shop name of the shopping website. Merchants often display unique and novel personalities through generic names. Most shop names weaken the use of place names, which is directly related to the particular background of the network. Shop names of shopping websites use a lot of rhetoric, which reflects the aesthetic orientation of people's pursuit of individuality. Shopping websites take advantage of the new and strange features in the network environment, and there are no relative fixed format constraints, which makes a large number of shop names to use figure of speech. As an organic part of social terms, commercial store name is not only the symbol of identification and the carrier of commercial information, but also a multi-prism mirror, which reflects the psychological and cultural brilliance of modern society. Under the network background, shopping website not only has the influence of traditional culture on store name, but also reflects the imprint of modern culture, especially the influence of loanwords, film and television entertainment, network neologisms. The social psychology also has certain restriction function to the network shop name, at the same time, the network shop name also has the certain psychological influence to the consumption behavior. Shopping website as a new network industry, shopping website store name has a lot of non-standard problems, first of all is the form of non-standard, including the use of foreign alphabet, the overuse of traditional characters and punctuation abuse. The second is semantic nonstandard, including excessive innovation and harmony of sound jockeying. If these non-standard problems do not attract the attention of the relevant departments as soon as possible, they will make the shop names of shopping websites fall into a more chaotic state, and will have a certain negative impact on teenagers who regularly surf the Internet. In the end, the author puts forward some suggestions for this kind of nonstandard phenomenon, one is to establish effective laws and regulations, and to strengthen government supervision. Second, to create a good and standardized language use environment.
【學(xué)位授予單位】：沈陽師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H136

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