ABSTRACT:Nowadays, with the continuing development of education and closely connection with the foreign countries, there is a common phenomenon that an increasing number of students tend to study abroad for their further education. No matter the universities or the colleges, as one of the most important education bases should enhance the level of Chinese education in front of the irresistible trend by attracting the essence of foreign education, and finally stepping into the whole world. Therefore, based on their original Chinese names, these higher educational institutions create the English names of their own for the convenience of the exchanges. However, the name of a university or college can be regarded as intangible assets, which has a strong influence on its development. One main purpose of translation is to enhance communication, to make known to the public so as to attract more students both at home and abroad. But due to lack of necessary guidance of regulations, the institutions have to decide the English names by themselves. Without any standard of nominating, the English names of colleges have produced much ambiguity, caused many misunderstandings. This paper aims to analyze the problems in English names of the Chinese colleges, summarize the translating methods, and makes proposals for the improvement.

Key words: C-E translation   college name   external exchange   intangible assets translation criterion

摘要:近年来，随着国内教育水平的不断提高和对外交流的日益频繁，大学生留学现象越来越普遍。而大学作为一个重要的教育基地，需要在这种不可抵挡的潮流下更好的发展自己，引进国外先进教育精华，推广中国教育文化，进而走向世界与国际接轨。因此，很多高校就在其中文校名的基础上，增加了英文校名以便对外交流。而大学校名作为一所大学的无形资产，译名的适当与否对其发展有很大影响。高校校名英译的目的之一在于加强对外交流，提高学校知名度以便吸引更多的国内外学生。但是由于没有相应的法律规章的指引，因此高校英文校名的命名就由高校自行决定。正因为缺乏相应的命名标准和翻译标准，我国高校的英文校名也就五花八门，很容易产生歧义，引起误会。本文就中国高校英文校名所存在的问题进行分析，翻译方法进行总结，并提出一些修改建议。

关键字：中译英  高校校名  对外交流  无形资产  翻译标准