Although some progresses have been made after nearly 30 years of research and practice of administrative division renaming in China, there are still many problems which have not been really resolved. Moreover, with the beginning of the second place name census across China, scientific and standard administrative division naming countermeasures are of even more importance. In this paper, the problems in present administrative division naming were analyzed, and the basic characters and principles of traditional Chinese noun naming as well as five taboos in Chinese place naming were described by analyzing the theory of Chinese naming concept. Based on the characters above, principles of administrative division renaming and naming conceptions of administrative division were further discussed and analyzed.