本文以修辞学理论为指导，以新茶饮店名为研究对象，以量化数据为纲，以质性分析为要，归纳与演绎结合、描写与解释并用，对现今的茶饮市场名录中的修辞现象进行探究，并进一步分析其规范化问题。

       本文主要分为五个部分：

       第一章绪论部分。简要介绍了选题缘由、研究意义和学术界在该领域的研究现状，并简要地说明了本文的语料收集形式和研究方法。

       第二章新式茶饮店名概况。主要呈现了店名的定义类型和组合方式，以及相对应地，新式茶饮店店名中的组合元素和组合结构。

       第三章新式茶饮店名的修辞分类。本章主要对新茶饮店名进行了语音、文字、语法、词汇等方面的修辞学分析。

       第四章新式茶饮店名的辞格运用。本章主要从比喻、比拟、双关、引用、借代、仿词、夸张等常见辞格，以及反语、婉曲、映衬、飞白等少见辞格，介绍了新式茶饮店铺的辞格运用，分析了店铺运用不同辞格的具体应用形式，以及不同辞格在此的积极修辞功能。

      第五章新式茶饮店名中存在的修辞问题与规范化。主要从店名字形、内容、水平、意义等提出存在的修辞问题，以及不同参与者应该的自我规范化。

       最后是结语，主要是对本文的概括总结和反思梳理。

      Guided by rhetorical theory,this paper takes the name of the new tea shop as the research object,takes quantitative data as the key,qualitative analysis as the key,combines induction and deduction,description and explanation,explores the rhetorical phenomena in the current tea market directory,and further analyzes its standardization.
      This article is primarily divided into five sections:
      Firstly,the introductory chapter provides a brief overview of the motivation for the study,its significance,and the current state of academic research in the field.It also briefly explains the corpus collection method and research approach employed in this study.
      Secondly,Chapter Two delves into the general profile of names of new-style tea shops.It primarily discusses the definitions,types,and compositional methods of these shop names,as well as the combinatory elements and structures found in the names of new-style tea establishments.
      Thirdly,Chapter Three categorizes the rhetoric of new-style tea shop names.This chapter conducts a rhetorical analysis of the names from various linguistic perspectives,including phonetics,orthography,grammar,and vocabulary.
      And Chapter Four:The Application of Figurative Language in Names of New-Style Tea Shops.This chapter primarily discusses the use of common rhetorical devices such as metaphor,simile,pun,allusion,metonymy,wordplay,and exaggeration,as well as less frequent ones like irony,euphemism,intertextuality,and blank allusion,in the naming of new-style tea shops.It analyzes the specific application forms when different rhetorical devices are employed and their positive rhetorical functions in this context.
      And Chapter Five:Rhetorical Issues and Standardization in Names of New-Style Tea Shops.This chapter primarily identifies rhetorical issues present in the shop names,focusing on aspects like their form,content,level,and meaning.It also outlines the self-standardization that various stakeholders should undertake.
      Finally,the conclusion provides a summary and reflection on the paper's content.