文化差異對(duì)商務(wù)談判的影響

論文標(biāo)題：文化差異對(duì)商務(wù)談判的影響

CONTENTSTOC\o"1-3"\h\uAbstract 4PARTIIntroduction: 5PARTIICulturalDifferences 51.1TheDefinitionofCulture 51.2CausesofCulturalDifferences 51.2.1DifferencesofGeographical 61.2.2DifferencesofRacial 61.2.3Religiousdifferences 61.2.4EconomicDifferences 71.2.5PoliticalDifferences 71.2.7GroupAwareness 8PARTⅢImpactofCulturalDifferencesonInternationalBusinessNegotiations 82.1ImpactofValueViewsDifferencesonInternationalBusinessNegotiations 82.1.2ImpactofEqualityViewDifferenceonNegotiation 92.1.3Differencesinthinkingmode 102.2Impactsofculturaldifferencesonnegotiatingstyles 102.3CommunicationProcess 13PARTⅣStrategyOfNegotiatingAcrossCultures. 153.1DoinggoodPreparationsbeforeNegotiation 153.2MethodstoOvercometheCross-culturalBarriers 16PARTⅤConclusion 17PARTVIBibliography 18AbstractDuringthedevelopmentofeconomicglobalization,China,wecan’tavoidstronglinkbetweendifferentcountries,alsotheconnectionwithinternationalbusiness.Thereisnodoubtthat,theinternationalbusinessnegotiationhappenseverywhere,everymoment,internationaltradeisthemostimportantpartinInternationalbusiness.Asweallknow,cultureshasanaffectincountry’seconomic.'Cultureisthecollectiveprogrammingofthemindwhichdistinguishesthemembersofonecategoryofpeoplefromanother.'《CulturesandOrganizations:SoftwareoftheMind》GertJanHofstedeandGeertHofstede，ChinaSciencePress，1991(Hofstede,1991),Nowadays,eachcountrieshasmorecontactwitheachother,wehavemoreopportunitiesandchancesinglobaltrading.Wealsoknowthatmanycountriesbusinesswillbemoreactively.Actually,internationalbusinessnegotiationbecomemorefrequentinthebusiness,atthemeantime,suchaslanguages,diet,manners,politics,logicalthinking,andsoonarequitedifferent.Inordertoavoidembarrassedduringnegotiation.Welookupsomeefficientwayssothatcross-culturalelementscanbesolved.Inmyview,differentlanguagesandculturalbarriersarenotthecoreproblem,wecanovercomeofit.Butthecommunicationproblemstroublingus,whichaninternationaltradedependonitwhetherit’ssucceedornot.Theenterprisesdevelopmentstronglydependonasuccessfulinternationalbusinessnegotiation.Duringnegotiation,culturedifferencesmaybringinconvenientfortheenterprises.Negotiationplayanvitalparttosmooththetrade.Certainlyitisoneoftheaffectivefactorsthathavemaineffectsonbusinessnegotiations.Tomakesureinternationalbusinessnegotiationgoeswell,weneedanmethodtoimprovethequalityofnegotiation.

KEYWORDS:countryandculturedifferences,internationaltrade,influence,《CulturesandOrganizations:SoftwareoftheMind》GertJanHofstedeandGeertHofstede，ChinaSciencePress，1991PARTIIntroduction:Businessnegotiationbetweendifferentcountrieshasdifferentexplanation.Thereasonwhyrelatedtodifferentsocialissue,diplomaticpolicyandinternationalcontacts,whichhavehappenedatcross-culturalnegotiations.Incross-culturalnegotiations,thedifferentnationdiversity,social,diplomaticpolicywilllimitpeople’sthinking.Thereforeweseethatthenegotiationstyleandprinciple,makinganeffectingonentiretheprocedureofnegotiation.Asweknow,beforeweaimatthebusinessactivities,especiallytheworldwidetrade.Firstofall,weneedtoexterminateordeclinethemisconstrue.Beforeweengageinannegotiationwiththecompany,weareclearlytoknowthatthedifferentcultureandthinkingbetweenus.Ifwecomprehendtheculturedifferences,thatwillprovidemorechancestocooperate.PARTIICulturalDifferences1.1TheDefinitionofCultureCulturecarriesthespecificvaluesandmeaning.Italsorepresentsthecountryculturalpower.Gradually,wehadchangedoursensesorviewsbythenationdeveloped.Atthesametime.theworldwaralsomakeaconflictbetweendifferentcountries.wehadacollisioninculture.Infact,cultureplayapositivepartinbeliefs,knowledge,laws,music,morals,cloths,eatinghabitsandsooninoursociety.1.2CausesofCulturalDifferencesCulturaldiversitycausedbymanyreasons,generallyspeaking,themainsourceofculturaldifferencesareinthefollowingareas:Inallaspect,theregionofacountryaredifferent.Forexample,Chinaisoriginatedintheriver.Peoplewhoworkonplant,andrelyonthecropwhenwegrow.Peoplelivebythemselvesneartheriver.Comparingthecountrynotoriginatedfromriver.Theycannotprovidecrops,providingfoodbythemselves,that’swhytheyinvadetheothercountryorpeople.Thisshowsinthedifferentcountriesandregionsreflectingontheculturaldifferences.1.2.1DifferencesofGeographicalRelatedtothegeographicaldifferences,geographicregionsmakesdifferentgeographicalenvironment,whichaffecteconomicdevelopmentandtraditionaldifferencesinhabits,peopleoftenhavedifferentlanguage,livinghobbies.Allofthesewillinfluencepeople’sbehavior.Forexample,intheNorthernofChinaandSouthernpeopleorothercountryonnewyear,wespendthetimeonlunarnewyear,butinwesternpeoplespentNewyearonthefirstdateofayear.InNorthern,peoplecelebrateitandtreatsomedumplingasthefood,butinSouthernpeople,theywillnothavethesameeatinghabitanddodifferentactivities,likeliondancing.1.2.2DifferencesofRacialHumansoriginatedinAfrica.Thisistheconclusionthatarchaeologistshavereachedthroughlong-termarchaeologicalexcavations.Afterthebirthofmankind,itwillinevitablycontinuetomigrate.Duetodifferentplacesofmigrationanddifferentenvironments,differentcolorsofskinhavebeenproduced.PeoplewholiveinAfricahavedarkskinbecauseofthestrongsun;BecauseoftheweaksuninEurope,theskincoloriswhite;MiddleAsia,middleskincolor.1.2.3ReligiousdifferencesDifferencesinreligiousbeliefscanleadtodifferencesinpeople'sviewsofthings.Therearenaturallycontradictionswhentherearedifferences.Chineseattitudetowardsthespiritoftranscendenceinthetruereligioussense,theylackofthecentristconsciousnessofthestubborn.IntheendofWesterncultureintheirattitudetowardsreligionandgods.Therefore,theyarealsomoretolerantofdifferentreligiousattitudes.TheconcernofChinesetraditionalcultureforrealityhasalsomadethetranscendentalconsciousnessofChinesereligionhavenotbeenaroused,andithasshownadiversifiedtendencyofbeliefinitsperformance.IntheevolutionofWesternreligiousconcepts,aprocessofdevelopmentfrompolytheismtomonotheism,amonistChristianGodconceptreplacedtheRomanEmpire'spolytheisticconcept.1.2.4EconomicDifferencesTheeconomyhasagreatinfluenceonhumansocialdevelopment.Peopleindevelopedcountriesarerichinlife,pursuingequalityandfreedom,andmoreindemandforeducationandspiritualaspects.However,developingcountriesarealsoconstantlyseekingdevelopment.Incountrieswhichhasstrongeconomypowerordevelopingcountries,suchasChina,wehavemoreactivelypositiontoseekingdevelopmentspace.1.2.5PoliticalDifferencesThepoliticaldifferencesalsodetermineswhethertradeissmooth,andthetradepolicyindifferentcountriesconfrontsomeconflicts.Theysetupthetradingbarriertoprotectdomesticcountrylikehigertax.Asaresult,causingserioussetbackstotheprocessofChina-USeconomicandtradeconsultationandcastingashadowovertheeconomicandtraderelationsbetweenthetwocountriesandtheprospectsoftheworldeconomy.1.2.6ValueDifferencesCultureisthesourceofthinking,andvaluesarethecombinationofculture.InAmericantoptenvaluesarequitedifferenttoChinese.Theytendtopersonal,materialismandindividualism.ButinChinaweareoppositetotheirvalue.Wecanseedifferentvaluesformasocietyculture.Thiscausesontherootoftheirfamiliesevenwhentheygrowup.Thisshowsthatdifferentcountriessharedifferentvalues.1.2.7GroupAwarenessTheconceptofindividualismandcollectiveconsciousnessarealsoverydifferent.Individualismisanideologythatvaluesindividualvalues.Forexample,theFrenchemphasizeandfaceuptoindividualvaluesandpursuetheliberationofindividualnature.Theyaregoodatspeechandinnovation.Theyhaveakindofculturalcharacteristicsthatshowstheydoexpressideasandwillnotkeeptoothers.TheFrencharenotonlyeloquentbecausetheyhaveideastoshare,butalsobecausetheyaregoodatexpressingthemselves.Theygenerallydon’twanttobeafollowerofideasandconvergentviews.Indevelopedcountries,childrenhavedevelopedasenseofmaintainingdifferentopinionsfromotherssincetheirchildhood,emphasizingandhighlightingtheindividual'sindependentopinions,andexpressingtheirownviewisencouraged.Infact,thisisnotallaboutexpressingoneself.Itismainlyaboutpresentingoneself,achievingoneself,andmakingoneselfsubjectivethinkingandexpression.Inaword,awarenessinthechildhoodwementionaredifferent.

PARTⅢImpactofCulturalDifferencesonInternationalBusinessNegotiations2.1ImpactofValueViewsDifferencesonInternationalBusinessNegotiationsPeople'scommunicativearedifferentintherelationship.Everyculturehasownuniquevaluesystems,thesystemcanhelppeopledistinguishbetweenbeautyandplain,goodnessandevilintheirheart,thisispeople'sphilosophyoflife,moralityandbehaviorstandards.Butitdoesnotmeanpeoplewhooffendsomebody.WearefamiliarwithChinesecommunicationbetweenpeople.Werespect,forgivehonestandpolitetoeachother.Therefore,peacefularetheimportantatmosphereinthedialog.Italsorelatetotheir“face”whichChinesecareabout.Theyliketocaretheothersopinion.Regulateyouractionsintheeyesofothers.Americans,ontheotherhand,emphasizecompetition,freedomandindependence,andoftentalkfreelyinconversationtoexpresstheirviews.ItisdifficultforAmericanstogiveuptheirrightandtheirownviewstobefair.Theythinkthatweshouldcommunicateindifferentideas.2.1.1TimeConceptDifferencesonNegotiationIntraditionalChina,peopleusedtoincultivatingsociety.Theyareflexibletosolveproblems,therearenolimiteddayortimetofinishthefarmworking.Alsotheadaptivetimeareconvenientforthem.ComparingtoAmerica,Highlyindustrializedsocietyresultsofpeoplewhohasthecarefulplan.Asaresult,whetherworktimeorlifetimearedominatedbytime.Letmetake Germanasanexample.Beforethenegotiations,Germansliketomakescheduleorplans,setanagenda,andactstrictlyaccordingtoplanstosolveproblemsonebyone.TheGermansecretarywillmakecleartheplansforeachday,weekorevenmonthbeforethenegotiation.Theyinformtheotherrelevantpersonnelinadvance.Germannegotiatorswilltakeasmallnotebookwiththemtoremembertheworkscheduleofthenegotiation,suchas:Whatdotheysay,theimportantdecisionsandwhattimewillmeet.ScientificschedulingisveryimportantforGermannegotiators.Thescientificarrangementoftimeistomakefulluseoftime,whichistoimprovetheutilizationrateofunittime.TheChineseusuallyexpecttoestablishalong-termcooperativerelationshipandarewillingtoinvestinemotions.Therefore,manyChinesenegotiatorswillspendalotoftimebeforethenegotiationtounderstandeachother'srelevantinformationandinvestintheirowngoodthings,sendsmallgifts,orinviteeachotherthroughbanquets.Inordertoestablishagoodinterpersonalrelationshipforfuturenegotiationstolaythefoundationforharmoniousrelations.2.1.2ImpactofEqualityViewDifferenceonNegotiationAmericathinkequalityandfreedomareessentialrightforeveryoneaftertheygothroughthebourgeoisierevolution.Atthesameway,Americansindoingbusinessaccordingtoequalityandfairness,andhopethatbothcouldgetprofit.Thewestalwaysareusedtodependonlogicalthinking,especiallyondata.Iftheygetinitiativeabusiness,theirnegotiatingmethodisthattheywillthinkandsharetheirviewpointandgoalatthebeginning.Underthisrules,They'llcomeupwithafairlyfairwaytomakethisdealwithnegotiation.MostofAmericanmanagersconcernmorefairdivisionrateofprofitsthanhowmuchtheycouldearn.Atthispoint,theeastpeoplearenotthesame,becauseofCollectivismintheirmind,theywillnotcareaboutthedetail.SothatinEast,single-winstrategyinbusinessnegotiationsarepopular.iftheycangeteconomicbenefitstheythinkmuchabouttheirownbenefitsandprofitsbutnotaboutthebenefitoftheirpartners.Withthedevelopmentofthemarketeconomicsystem,sowestcountriesusuallytakewin-winstrategyQiuGejia,YangGuojuneditor:"win-winnegotiationsofmodernbusinessEnglish",ChinaInternationalRadioPress,2006innegotiation.Furthermore,theycouldtakeaccountthebenefitsofbothcompanyintoconsideration.QiuGejia,YangGuojuneditor:"win-winnegotiationsofmodernbusinessEnglish",ChinaInternationalRadioPress,20062.1.3DifferencesinthinkingmodeThewesternpeoplethinkingthatrelatetorationalityandobjectivity.Forexample,whenawesternpeopleseesariver,hewillobserveitasanobjectivethingandthenanalyzeit,suchaswheretherivercomesfrom,whythereisariver,whyitflowsinacertaindirection,andthendefineit.Onceitwasdefined,thatcalled"river"hasaninevitablemeaning,notanyothermeaning.Forexample,whenpeopleintheeastseetheriver,theythinkoftheriverflowingcontinuously.Themodeofthinkingistheeducationalresultandconventionalthinking.Thepurposeandthemodeofthinkingaredifferentfromdifferentcultures.Inconclusion,thewayofthinkingbetweenChinaandtheWest,theEastlikestolimit,theWestadvocatesfreedom;theEastlikesthecollective,andtheWesternemphasistheindividual.Therefore,culturaltraditionisthemostimportantfactorthataffectsthewayofthinking.Westernadvocatefreedom,theculturaltraditionoftheindividual,anddeterminetheWesterncreativewayofthinking.2.2ImpactsofculturaldifferencesonnegotiatingstylesDifferencesofverbalandnon-verbalbehaviors:Non-verbalcommunicationisaccompaniedbysomenon-verbalself-behavior,whichalsoinfluencethemeaningofnegotiation.Suchasfacialexpressions,bodylanguage,sound(voice,tone,volume),gestures,strokes,eyescontactandspace.Non-verbalinformationisakindofunclearinformation,butitisoftenmorefaithfulthanverbalinformationbecauseittendstobespontaneousanddifficulttohide.Thesamesentencecanhavedifferentmeaningsandeffectsduetodifferentnon-verbalbehaviors.Somepeoplethinkthatnon-verbalcommunicationisevenmoreimportantthanverbalcommunication.Ininternationalbusinessnegotiations,Chinesenegotiatorsalwaysexpressopinionsinasubtleandindirectway,theyareseldomrejectorrefusedirectly,andtheyregardharmoniousasthenecessitytorealizethevalue,theypursuitlastingfriendshipandlong-termcollaboration.Onthecontrary,westernculturebelongstomulti-cultureandshowtheirrealexpression.Westernpeoplearepassionateandfrank,usingpreciseandclearlanguageistheirstyletoexpresstheirintention.What’smore,westernpeopletendtodebateonthetablewithgreatenthusiasm,theirbodylanguagecanexpresswhattheylike.InChinawecanalsoexpressandconveyandunderstandinformationsuchasusingbodylanguage,eyecontact,gesture,tone.Itwascallednon-verbalcommunication.Sounderstandingthemeaningofthewordsisnecessary.Chinesepeopleseemverymodest,debateorconfrontationarenotthestyleofEast,andtheyalwaysusesilenceinsteadofsaying“No”,becausetheythinksilenceisawaytoshowpolitenessandrespectforeachother.Chinesepeopleliketoshowtheirpatiencewhentheynegotiating,Comparedwiththefunctionsofverbalcommunication,non-verbalcommunicationconveysinformationmoretruly,expressesemotionmoreaccurately.Forexample,inUnitedStatessomebodymakesOKgesturesitmeansagree.ButintheJapanese,thisgesturerepresentsmoney.InFrance,thisgestureisconsideredtobe"0".InBrazilandGermany,thisgestureisveryrude.thevastmajorityofcountriesareinfavorofnodhisheadforagree.Americangesturesgiveusthumbsup,meanswelldoneintheUnitedStates,butinNigeria,thisgestureisrudebutinJapanandGermany,itmeans“first”.Ifwecannotunderstanditverywell,italsobecomeanobstacleforthenegotiationsincommunication.Inthenegotiationofforeignbusiness,weshouldconsideralotoffactors,suchasdifferentcountries,people'swayofthinking,differentvalues,differentculturaltraditionsandcustoms.WhennegotiatingwithAmericans,theircharacterisindependent,strongandcompetitive,andthenation'ssuperiorityismanifestedinstrongself-confidence.Theirwordsanddeedscanreflecttheiremotions,theiremotions,andtheirself-confidence.Theymayshowalackoftoleranceandunderstandingofothers,andthestateoftheUnitedStatesalsodeterminesthattheywillinevitablydevelopahighsenseofcompetition.Weneedtoshowourapprovalwhendealingwithnegotiators,andtheircriticismsandaccusationsneedtobetreatedcritically.Wecanspeakourmindsfrankly.Finallyachievingfairnessandwin-winresultsforbothsides.Withthedeepeningofeconomicglobalization,ithasbeenrealizedthatthefailureofcross-culturalnegotiationsismainlyduetothelackofunderstandingbetweenthetwosidesofthenegotiationandtheneglectoftheimpactofculturaldifferencesonthenegotiations.Inasingleculturalcontext,thenegotiationprocessispredictableandaccurate,butthenegotiationsareuncertainbutchallenging.Negotiatorsmaybeindifferentwaysofexpressionduringthenegotiationprocess.2.3CommunicationProcessInthecommunicationprocessofnegotiation,culturaldifferencesmustexist,firstandforemosttheexpressionoflanguage.Weuselanguageasabridgebetweendifferentcountries.Thefollowingisacasestudyofaninternationalbusinessnegotiation.AnAfricancompanypurchaseequipmentfromtheUnitedStates.TheAfricannegotiatingteamwasextremelydissatisfiedwiththetyposinthecontract.TheU.S.representativebelievedthatifitwasnotwithinthespecifiedtime,itwouldhavenofaith.Itwillalsobedifficulttocooperate.TheAfricansideregretsthatlocatedaverypassivewayintheaggressivesituationoftheUnitedStates.Infact,itwasonlyasmallproblemthatdidnotaffectthetransaction.Intheend,theAfricangrouphadtoputthistradedealthatwasmoreexpensivethanthemarketprice.Later,itdiscoveredthattheimpulseofthemoment,andtheUSwasadeliberateopeningstrategy,forcingtheotherpartytomakeconcessions.Firstofall,theawarenessofinterculturalnegotiationneedstobeenhanced.Thepowerofdifferentculturalnormsthataresometimesnotperceivedindifferentculturalcontextsininternationalbusinessnegotiationscanundermineeffectivecommunication.Thus,priortointernationalbusinessnegotiations,negotiatorsfromdifferentculturalbackgroundslearntounderstand,acceptandrespecteachothersculturesbyunderstandingandrecognizinginadvancethedifferencesintheirneeds,motivationsandbeliefs.Itisimportantnottoassumethatwhatisrecognizedinone'sowncountrycanbeusedinothercountries.Undertheguidanceofcorrectnegotiatingconsciousness,foreignnegotiatorsshouldbeflexibleandchangeable,sothattheirnegotiatingstyleandstrategiescanadapttodifferenttypesofbusinessculture.Second,bemoresensitivetotheculturalnorms,socialcustomsandtaboosofthenegotiators.Beforeengagingininternationalbusinessnegotiations,negotiatorsmustlearnasmuchaspossibleabouteachotherscustomsandtaboosinordertoavoidembarrassmentandinfluencethenegotiationprocess.Forexample,theauspicious"fourorsixpairs"of"four"inChinaisparticularlytabooinJapan.WeregardthepreciousandauspiciouselephantasasymbolofstupiditybytheBritish.Whentradingwiththem,wemusttrytoavoidtheelephanticononthelogoandpackaging.Therefore,itisveryimportanttounderstandthecultureofothersinthenegotiation.Donotputyourownvaluesintotheproduct.Thirdly,understandingandacceptingdifferentculturesandovercomingculturaltraditionalprejudices.Incommon,culturaldifferencesareexistenceindifferentcountry.Wecannotavoidthejudgeforothersbecauseofthedifferentculture.Therefore,intheinternationalbusinessnegotiation,firstofall,wemustabandonstereotype,overcomeculturalprejudice,andrefrainfromcommentingoneachothersculturalnorms.Thesametime,wecannotletothersjudgebytheirownvalues.Thiscaneasilyleadtocontradictions.Whendifferentculturescollideonthenegotiatingfact,weshouldlearntorespectandacceptdifferentmoralnormsandcustoms,andtrytothinkfromtheperspectiveofeachotherscultureandseethingsfromtheperspectiveoftheother.Moreover,wemustavoidstereotypesinculturalcontacts.Thedifferencesbetweenthedifferentculturesthatintermsofoveralltendency,itisaboutcommonality,notgenerality.However,thedifferenceofpersonalityisinevitableandcannotbeignored.Stereotypeswilllimitpeople'smindsandmakethemlosetheirsensitivity,whichisnotconductivetothesmoothprogressofcross-culturalcommunication.Finally,overcomecommunicationbarriers.Regardofthedifferencesintheculturalbackgroundofthetwosides,someexpressionsofthelanguagearedifficulttoaccuratelyexpressinanotherlanguageandcausemisunderstandings.Thisisverycommoninbusinessnegotiations.Translationisparticularlyimportantininternationalbusinessexchanges.What’smore,onepartycannotaccuratelyunderstandorevenmisunderstandthecontentoftheinformationprovidedbytheotherbecauseofprofessionalhabits,educationalattainmentandexpertiseincertainfieldsisanimportantobstacletoeffectivecommunicationbetweenthetwoparties.Therefore,incross-culturalexchanges,itisimportanttoensurethattheintentionsandmessagesofbothsidesareaccuratelyconveyedsothatthenegotiationsarenotdeadlockedbymisunderstandingsbetweentwosides.Ingeneral,theinternationalbusinessnegotiationprocessisconstantlylinkedtoculturalcommunication,andculturaldifferenceswillbeagreatchallengefortransactionsbetweencountries.Inthenegotiation,weshouldnotuseourownculturalbackgroundasacriteriontounderstandandevaluateeachother,butweshouldviewfromacross-culturalperspectivetoexamine,analyzeandsolveproblems,andactivelyadapttoculturaldifferencessoastoachievethesuccessofcross-culturalnegotiations.PARTⅣStrategyOfNegotiatingAcrossCultures.3.1DoinggoodPreparationsbeforeNegotiationPre-negotiationpreparationisespeciallyimportant.Weneedtoprepareallofthingsbeforeweengage:negotiators,thetargetmarket,thetargetpurpose,thenegotiatingplanandsoon.First,weknowthatdifferentnegotiatorsfromwhichcountry,whatdotheybelongto,whattheybelieveorwhat’stheirfaithwecannotoffend.Secondly,weshouldcollectmoreinformationsuchasmarketingprice,supplierfromtheircounty.Third,weneedtosetagoal.Thisisagoalthatdoesnotaffecttheoverallinterest.Ifnecessary,itcanbeabandonedatitsdiscretion.Thisshowsthatculturaldifferencesdeterminethenegotiatingstyle.OncetheAmericanculturaltendencyisdetermined,itisnoteasytochange;Japaneseculturelikestocommunicatewitheveryoneindividually.Ifeveryoneagrees,thenthenextstepwillbemorein-depthdiscussion.Russianstendtodiscussageneralcontent,thenasettlementagreement,andthenthetwosidespositivelyinvitethirdparties.Thetimeframefornegotiationsshouldalsobecontrolled.Theconceptoftimehasdifferentweightsindifferentcountries.Forexample,inNorthAmerica,theconceptoftimeisastrongculture.ForAmericans,timeismoney.Therefore,