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The design of Content Centric Network is one of the significant directions of Future Internet research. A wide range of issues have to be addressed including the Naming and Routing scheme. The naming and routing scheme builds the foundation for a scalable content-centric network infrastructure. In this paper, we first analyzed the evaluation criteria of naming in a Content Centric Network. Then we focused on routing efficiency and scalability by adopting hierarchical naming andflat naming. We extend the CCN design for routing based on hierarchical names and we give a design for efficient routing based on flat names by applying the caching for content and direct route. The comparison of the two shows that hierarchical naming is naturally capable of scalable routing, while for aflat naming to reach an acceptable performance, a routing architecture and routing algorithms has to be carefully designed.