跨文化商務(wù)交際

跨文化商務(wù)交際InterculturalBusinessCommunication竇衛(wèi)霖編著前言一個(gè)企業(yè)的成功，不僅取決于它的生產(chǎn)能力，而且取決于它的文化能力；在國際商務(wù)活動(dòng)中，還取決于它的跨文化交際能力。經(jīng)濟(jì)全球化的趨勢(shì)、國際商務(wù)活動(dòng)的日益頻繁，越來越顯示出對(duì)多元文化理解的必要性和跨文化交際能力的重要性。跨文化意識(shí)意味著直接的經(jīng)濟(jì)效益。如果一個(gè)企業(yè)想讓自己的產(chǎn)品在國際市場(chǎng)上占有一席之地，一個(gè)跨國公司想在其他國家或地區(qū)取得經(jīng)濟(jì)效益，那么就不僅需要具有高超的經(jīng)濟(jì)、技術(shù)和管理水平，而且需要深刻了解對(duì)象國的文化。正因?yàn)槿绱?，世界上許多大公司在國際商務(wù)活動(dòng)中都十分重視跨文化交流的研究和培訓(xùn)，許多經(jīng)貿(mào)類大學(xué)都把跨文化商務(wù)交際課程作為必修課。21世紀(jì)的中國是走向國際廣泛合作的中國。自中國加入WTO以來，國際著名跨國集團(tuán)公司、金融機(jī)構(gòu)、工商企業(yè)都紛紛來中國設(shè)立分支機(jī)構(gòu)、分公司，招聘大量的中國雇員。同時(shí)，中國工商貿(mào)易企業(yè)也在不斷加大出口力度，在國內(nèi)外建立跨國公司，雇傭來自不同文化背景的雇員。文化合作已成為當(dāng)代中國商務(wù)合作的重要內(nèi)容。文化交融現(xiàn)象激勵(lì)商務(wù)英語教學(xué)加速培養(yǎng)復(fù)合型的經(jīng)貿(mào)外語人才，促進(jìn)他們不僅要掌握跨學(xué)科的專業(yè)知識(shí)，而且要具備跨文化交往的技能。在商務(wù)英語教學(xué)中把跨文化交際能力的培養(yǎng)放在十分突出的位置已經(jīng)成為普遍的共識(shí)。那么在培養(yǎng)復(fù)合型人才的戰(zhàn)略中，如何培養(yǎng)和提高跨文化交際的能力呢？在我國，經(jīng)貿(mào)學(xué)校一般都開設(shè)有關(guān)跨文化交際的課程，跨文化交際專著、論文也不斷涌現(xiàn)。但總體來說，跨文化商務(wù)交際在我國商界和相關(guān)專業(yè)的教學(xué)中還處于比較薄弱的初級(jí)階段，與發(fā)達(dá)國家相比還有較大的差距，尤其是如何把商務(wù)活動(dòng)實(shí)踐與跨文化交際理論結(jié)合起來，如何把國際商務(wù)文化與中國本土文化結(jié)合起來，還是一個(gè)難題。這方面的書籍也特別少，適合商英類專業(yè)學(xué)生使用的教材更少。有鑒于此，作者根據(jù)多年跨文化交際和跨文化商務(wù)交際教學(xué)的經(jīng)驗(yàn)，參考了大量國內(nèi)外的最新相關(guān)材料，編寫了這本《跨文化商務(wù)交流》教材，希望成為大學(xué)英語相關(guān)專業(yè)學(xué)生以及商務(wù)人員進(jìn)修提高的可用教材。全書分上、下兩篇共十二章，：上篇以跨文化交際學(xué)的基本理論和主要內(nèi)容為框架，闡述交際與文化的關(guān)系、文化價(jià)值觀對(duì)跨文化交際的影響，分別介紹跨文化交際過程中文化差異在言語和非言語方面的具體表現(xiàn)。第一章為概論，介紹跨文化交際和跨文化商務(wù)交際的定義、概念、發(fā)展及其意義；第二章著重討論交際的基本理論及其在商務(wù)交際中的應(yīng)用；第三章闡述文化的定義、作用、特征；第四章集中討論價(jià)值觀的文化差異及其在商務(wù)活動(dòng)中的表現(xiàn)；第五和第六章分別探討了文化差異在言語和非言語方面的種種表現(xiàn)。下篇運(yùn)用跨文化交際學(xué)的基本理論具體分析商務(wù)實(shí)踐活動(dòng)的幾個(gè)重要方面，即跨文化商務(wù)寫作（第七章）、跨文化商務(wù)禮儀（第八章）、跨文化商務(wù)談判（第九章）、跨文化商務(wù)營銷（第十章）、跨文化商務(wù)法律和倫理（第十一章X跨國商務(wù)組織（企業(yè)）文化（第十二章）。本教材希望體現(xiàn)這樣一些特點(diǎn)：第一，教學(xué)理念上強(qiáng)調(diào)師生的互動(dòng)關(guān)系，強(qiáng)調(diào)提高學(xué)生的分析問題、解決問題的能力，每個(gè)章節(jié)都選擇了商務(wù)交往的生動(dòng)案例和多種形式的練習(xí)供師生之間、學(xué)生之間進(jìn)行討論交流；書中大量分析了因文化差異而造成的交際誤解或失敗，并就如何有效地進(jìn)行跨文化商務(wù)溝通提出改進(jìn)的辦法；第二，內(nèi)容上力圖將跨文化交際理論與現(xiàn)實(shí)商務(wù)交往的實(shí)踐相結(jié)合，以真實(shí)生動(dòng)的商務(wù)交際的成敗事例說明理論，對(duì)跨文化商務(wù)交際實(shí)踐中的經(jīng)驗(yàn)和教訓(xùn)進(jìn)行理論分析和提升，力圖使理論親切明了；第三，力圖將國際商務(wù)文化交際的理論與實(shí)踐與中國的本土文化相結(jié)合，盡可能反映我國企業(yè)、商業(yè)部門在國際跨文化交際過程中的真實(shí)故事和真實(shí)感受，著重分析我國文化與異國文化的互動(dòng)特點(diǎn)。另外，筆者利用在美國和日本的生活經(jīng)歷，書中適當(dāng)進(jìn)行了中、美、日三國文化交際特點(diǎn)的比較；第四，在編寫體例上，力圖更有利于學(xué)生學(xué)習(xí)，更能體現(xiàn)國際教材編寫的發(fā)展趨勢(shì)，如：考慮到本學(xué)科內(nèi)容覆蓋面廣的特點(diǎn)，每章節(jié)都首先提出學(xué)習(xí)目標(biāo)，以幫助學(xué)生掌握學(xué)習(xí)重點(diǎn)；為了幫助學(xué)生提綱挈領(lǐng)地掌握各章的內(nèi)容，文本左邊用中文加注了基本概念和重點(diǎn)內(nèi)容；為了便于比較記憶、便于更生動(dòng)具體地說明問題，配備了大量圖表，以達(dá)到圖文并茂的效果。盡管這本教材在教學(xué)中不斷改進(jìn)，但由于本人水平有限，書中一定還有許多不足，希望本教材的使用者提出批評(píng)和建議，以便不斷改進(jìn)。在編寫過程中秦琴和王菲參與了案例和練習(xí)的編寫工作，借此機(jī)會(huì)表示感謝。竇衛(wèi)霖2004年8月于對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)ContentsSectionOneChapter1IntroductiontoInterculturalCommunicationLearningObjectivesWhatisinterculturalcommunication(ICC)?WhyIsICCIncreasinglyImportant?ImprovementsintransportationtechnologyDevelopmentsincommunicationtechnologyChangesinmassmigrationpatternsGlobalizationoftheworldeconomyHowIstheStudyofInterculturalCommunicationDeveloped?HowdidinterculturalcommunicationbecomeestablishedfirstinU.S.?AreviewofthedevelopmentofinterculturalcommunicationstudyInterculturalcommunicationstudiesinChinaThemultidisciplinarynatureandelementsofinterculturalcommunicationstudyHowIstheStudyofICCandICBCDeveloped?TheresearchofICBCWhyweshouldbeconcernedaboutICBCThecomplexityinlearninginterculturalbusinesscommunicationKeyTermsExercisesCasestudy(1-2)Chapter2BasicCommunicationTheoryLearningObjectives:BasicsofHumanCommunicationMaslow'sHierarchyofNeedsNeedsandPurposesforCommunicationDefinitionofCommunicationTheScopeandTypeofCommunicationTheProcessofCommunicationComponentsoftheCommunicationModelsofCommunicationCharacteristicsofCommunicationBusinessCommunicationDefiningBusinessCommunicationInternalandExternalCommunicationFormalandInformalCommunicationTheRoleofCommunicationinBusinessKeytermsExercisesCases(2-6)BibliographyandFurtherReadingChapter3ThenatureofCultureLearningObjectives:BasicfunctionsofCultureDefinitionsofCultureIngredientsofCultureCharacteristicsofCultureUnderstandingCulturalDifferencesKeytermsExercisesCases(7-10)BibliographyandFurtherReadingChapter4CulturalValuesLearningobjectivesConceptofValuesDefinitionofValueValuesfromtheCoreofCultureThreeTypesofValuesPrioritiesofCulturalValuesStudyofValuesKluckholnandStrodtbeck'sStudyofValuesandValueOrientationsHofstede-BondValueDimensionsHall’s-GgilitextandLow-ContextOrientationContrastingValuesCriticaltoInterculturalBusinessCommunicationKeytermsExercisesCases(11-14)Chapter5VerbalCommunicationLearningobjectivesLinguisticDiversityTheRelationshipBetweenLanguageandCultureTheInfluenceofcultureonlanguageTheinfluenceoflanguageoncultureCulture'sImpactonLanguageatVariousLevelsMeaningsofWords--Culture'simpactonlanguageatlexicallevelSociolinguistic/PragmaticRulesCulture'simpactonlanguageatpragmaticlevelAnalysisofSpeechActsDiscoursePatternCulture'simpactonlanguageatdiscourselevelVerbalStylesComparingAmerican,JapaneseandChineseverbalstylesIdiomsSetphrasesSlangProverbsKeytermsExercisesCases(15-19)Chapter6Non-verbalCommunicationLearningObjectivesWhatdowemeanbynonverbalcommunication?TheImportanceofnon-verbalcommunicationDefiningnon-verbalcommunicationFunctionsofnon-verbalcommunicationMaincharacteristicsofnon-verbalcommunicationCategoriesofnonverbalcommunicationPotentialpitfallsofstudyingnonverbalcommunicationCulture'simpactonthenonverbalcommunicationBodylanguage/kinesics(posture,gesture,headandarmmovement,facialexpression)Eyecontact/OculesicsTouch/haptics(handshaking,huggingandkissing)Smell/OlfacticsParalanguage(vocalqualifiers,vocalization)Spatiallanguage/ProximicsTemporallanguage/chronemics:SilenceKeytermsExercisesCases(20-23)SectionTwoChapter7InterculturalBusinessWritingLearningObjectivesThePurposeforLearningWrittenCommunicationinICBCBeawareoftheimportanceofwritinginICBCBeawareoftheimportanceofinternationalEnglishwritinginICBCBeawareoftheculturaldifferencesintheconventionsofbusinesswritingPlanningBusinessMessagesDefiningPurposeAnalyzingInterculturalAudiencesSelectingaChannelandMediumOrganizingBusinessMessagesOrganizingRoutine,Good-news,andGoodwillMessagesOrganizingBadNewsMessagesOrganizingPersuasiveMessagesOrganizingReportsOrganizingemploymentMessagesFormatandLayoutofBusinessDocumentsLetterMemoEmailFaxResumeReportKeytermsExercisesCases(24-25)Chapter8InterculturalBusinessEtiquetteandProtocolLearningObjectivesWhyAreAppropriateEtiquetteandProtocolImportantinICBC?WhatDoEtiquetteandProtocolMeantoICBC?HowDoEtiquette,ProtocolandCustomsvaryinICBC?InitialBusinessRelationshipsInitialContactsNamingSystemsBusinessCardEtiquetteSocialentertainmentandTippingDiningPracticesDrinkingProtocolSeatingArrangementsCocktailPartyTippingGift-GivingEtiquetteBusinessDressSchedulingBusinessActivitiesPosition,StatusandGenderHumorinICBCTheImportanceofHumorinICBCCharacteristicsofHumorinDifferentCulturesTechniquesofEmployingHumorinICBCWhoseEtiquetteandProtocoltoFollowinICBC?KeytermsExercisesCases(26-30)Chapter9CulturalConsiderationsinInternationalBusinessNegotiationLearningobjectivesDefininginterculturalnegotiationNegotiationInterculturalNegotiationInterculturalapproachtoBusinessNegotiationInterculturalNegotiationVariablesFactorsInfluencingBusinessNegotiationVariablesforInterculturalComparisonAnalysisofInterculturalNegotiationVariablesInterculturalNegotiationProcessNegotiationPhasesExaminingNegotiationProcessInterculturalNegotiationModelsandstylesInterculturalNegotiationModelsInterculturalNegotiationStylesInterculturalNegotiationGuidelinesStrategiesGuidelinesKeytermsExercisesCases(31-34)Chapter10CulturalConsiderationsinInternationalMarketingandAdvertisingLearningObjectivesACulturalApproachtoInternationalMarketingMarketing:borrowedconceptsandpracticesMarketingasexchangeandcommunicationCulturalInfluenceonSelectedAspectsofAdvertisementsSymbolsHeroesRitualsValuesCulturalInfluenceonSelectedAspectsofConsumerBehaviorHierarchyofneedsdistortingdemandacrossproductcategoriesGeneralattitudestowardstheroleandfunctionsofadvertisingAttitudestowardnewproductsCustomsandConsumptionPatternsGlobalMarketingControversialIssuesofGlobalmarketingStandardizationLocalizationThinkgloballyandactlocallyTheGlobalConsumerImplicationinChinesemarketingUsingCharacteristicsofChineseImitatingwesterncreativityDiggingcreativityfromnationalcultureKeytermsExercisesCases(35-38)Chapter11LegalandEthicalConsiderationinICBCLearningobjectivesTheurgentneedforunderstandinglawandethicsofICBCThenatureofLegalEnvironmentofInternationalBusinessEthicsandtheLawLegalandEthicalIssuesinICBCProtectionofintellectualpropertyDisputeSettlementThroughLegalChannelsLaborandManagementCommunicationLegalIssuesinInternationalMarketingCommunicationTheissueofbriberyandcorruptionWhyIllegalPayment?TypesofIllegalPaymentTheProcessofpayoffs/IllegalPaymentTheDestructiveofBriberyandCorruptionTheResponsibilityofthePayerFightingBriberyandCorruptionBuildingEthicalCompetenceinICBCMoralPhilosophiesorrelevancetobusinessethicsTeleologyDeontology:thetheoryofrightsTheoryofJusticeCulturalRelativismCorporateEthicsAUniversalsetofEthicsKeytermsExercisesCases(39-41)Chapter12TheConsiderationofOrganizationalCultureinICBCLearningObjectivesTheNatureofOrganizationalCultureDefinitionofOrganizationalCultureTheFunctionofOrganizationalCultureDifferencesbetweenOrganizationalandNationalCulturesTypesandModelsofOrganizationalCultureAmericanOrganizationalCulturevs.ChineseOrganizationalCultureCharacteristicsofAmericanOrganizationalCultureCharacteristicsofAmericanOrganizationalCultureCulturalSynergyinSino-U.S.OrganizationalCultureManagingChangeinLearningOrganizationsForcesofChangeModelsofPlannedChangeOvercomingResistancetoChangeBuildinganOrganization’sLearningCapabilityConclusionKeytermsExercisesCases(42-43)KeytoSomeoftheExercisesAcknowledgementsBibliographyInterculturalFilmsRelatedWebsitesRelatedWebsites

CommunicationAssociationwebsitesInternationalcommunicationAssociationwebsite:AFSwebsite:http：//wwwafsorg/usaInternationalAcademyforInterculturalresearchwebsite:/users/academyChineseCommunicationAssociationForumwebsite:Intercultural/Cross-culturalTrainingOrganizationsTheCenterforInternationalBriefing:TheInternationalManagementInstitute:/TheYoungSocietyforInterculturalEducation,Training,andResearch:http://www.InstantW/~ysietar/NewspapersandPeriodicalsOn-lineNewspaperoftheworldontheInternet:/newspapers250BestOn-lineNewspapers,NewspapersfromAroundtheWorld:/123world_worldnewspapers.htmlClearinghouseforMulticultural/BilingualEducation:/MBE/htmls/mbe.html#indexTheEdge:theE-JournalofInterculturalRelationswebsite:InterculturalPresswebsite:BeijingBusinessToday,(Nov.2002)InternationalBusinessSitesInternationalbusinessnetwork:Internationalbusinessresources:/busres.htmlInternationalChamberCommerce:/~ibnet/icchp.htmlInternationalTradeAdministration:/IslamicChamberofCommerceandIndustry:/~icci/TransparencyInternational:http://www.transparency.de/InternationalsocietyofBusiness,EconomicsandEthics:/~isbee/BestGlobalBusinessPracticesProgram:/bgp/InternationalBusinessEthicsInstitute:http://www.business_BusinessEthicsfromanIslamicPerspective:.ethics.htmlAdvancingwomen:/CanadianWomen’sBusinessNetw，p://ThecenterforCreativeLeadership:/

WebSitesaboutMultipleCountriesandtheirCulturesCanadianWomen’sBusinessNetw，p://LibraryofCongressCountryStudies:/frd/csWorldFactbook:/cia/publications/factbook/index.htmlTheWebofCulture:Http://Relocationandrealestatenews:Http:///main.htmlArabnet:AsianStudies:http://coombs.au/WWWVL-AsianStudies.html.LatinAmerica:/subject/countries.htmlLonelyPlanet:Travelguides:http://www//destinationsRegionalandCultural-SpecificSitesAlbania:Angola:Austria:http://www.austria-info.atAustralia:.au/australiaAzerbaijan:/oldfriends/azerbaijan/index.htmlBangladesh:Belgium:http://belgium.fgov.beBelizeOnline:BelizegovernmentPage:.bzCambodia:Canada:http://canada.gc.caCapeVerde:/specialprograms/caboverde/capeverdean.htmlChina:Demark:Finland:http://virtual.finland.fiFrance:FrenchMinistryofForeignAffairs:http://www.france.diplomatie.fr/index/gb.htmlGermany:http://wwwgovernment.deGhana:Hungary:http://www.fsz.bme.hu/hungary/homepage.htmlHinduResourcesOn-line:Iceland:http://www.whatson.isIndia:http://alfa.nic.inIran:IranianCulturalInformationCenter:Iraq:Ireland:General:http://www.itw.ie//wwwlib.htmlIsrael:.il/index.htmlItaly:Jamaica:Japan:InformationNetwork:Jewish:resources:/trb/judaism.htmlLibya:/homepages/dr_ibrahim-ighneiwaMalaysia:http://www.jaring.myMexico:ReferenceDesk:/la/MexicoNepal:http://www.onfo_Netherlands:HYPE