交际文化在商务活动中的应用.doc

摘 要
通过讨论在不同文化环境下, 国际商务活动呈现的差异, 从微观的角度分析文化差异在人际交流、商务洽谈、管理风格、商务决策和企业结构等方面对国际商务交流的影响。有效地克服交际障碍是跨文化交际取得成功的关键。这对促进国际间的文化、政治、经济交流有着极其重要的意义。有效的商务沟通往往依赖于对不同文化和文化差异的理解与适应, 依赖于对可能出现的文化差异的良好判断和方略调整。因此, 对国际商务交流活动中文化差异的影响的研究具有重大意义。
关键词：国际商务活动; 交际文化; 影响
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The Application of Communicative Culture in International Business Activities

Table of Contents

Abstract i
摘 要 ii
1. Introduction 1
2. The Definition of Cross-cultural Communication 3
2.1 Hofstede’s theory of value dimension 3
2.2 Hall’s high-context and low-context 3
2.3 Understanding communicative culture differences 3
2.3.1 Orientation difference 4
2.3.2 Individualism vs. collectivism 4
2.3.3 Sino-foreign modes of thinking difference 5
2.3.4 Sino-foreign etiquette difference 6
3. Different Behavior and Reasons in the Same Business Situation 7
3.1 Business culture communication issue 7
3.1.1 The conflicts in the area of decision-making 7
3.1.2 Indirect communication and direct communication 7
3.1.3 Sources of conflicts 7
3.1.4 Case study 8
3.2 The application and effect of communication culture on business contract 8
3.3 The application and effect of communication culture on business decision-making 9
3.3.1 The conflicts in the area of decision-making 9
3.3.2 Power distance issue 11
3.4 The application and effect of communication culture on management style 11
3.4.1 Cross-culture management style 11
3.4.2 Values orientation in HRM 11
4.The Strategy of Communicative Culture in International Business Activities 13
5. Conclusion 14
References 15
Acknowledgements 16

The 21st century is the world economy and culture of the century, the rapid development of the international communication and business contacts increasingly frequent. Intercultural communication has become inevitable reality. People of different backgrounds, walk to arrive together, and communication must arise obstacles. Timely and effectively overcome these communicative barriers cross-cultural communication is the key to success. Effective business communication often relies on the different culture and cultural differences of understanding and adapts, relies on possible cultural differences of good judgment and strategy adjustment. Therefore, the international business communication activity of cultural differences affect research is of great significance.

1. Introduction
Communication culture in international business activities of research at home and abroad, the foreign began in the 1970s, and has been rapidly development in recent decades, with the momentum of the surge in international business communication, study the issue still exists vast space. In 1976, Destler，Sato, Clapp and other business negotiations in the US-Japan cultural differences cause different results of such studies opened the first of its kind. In the 1980s, Fisher in its classic! The international negotiations, pointed out: “the greater the cultural differences, communication barriers and misunderstandings that occur the greater the possibility” (GRICEH P.1975 (3) ：41-58). In the 1990s, from the perspective of cross-cultural research culture on the role of international business communication activities become more deeply and widely. Cultural diversity of business activities, Trompenaars ever universalism and unique socialist and individualism and community socialism, neutral main tendency and emotional tendencies, special type culture and the extensive type culture, achievement orientation and belonging to guide, time of continuous and meanwhile aspects to illustrate. In the early 21st century, this book has been increasing. Study in foreign countries already from culture is the factors affecting international business development to how culture influence international business communication and the effects of the aspects.
This aspect of the domestic research starts although late, but in a few short years also appears many achievements. ZhaoXiang in the multicultural context of cross-cultural communication and management background, discuss culture in commercial contract, business negotiation and business etiquette, explain the differences between learning and using the related knowledge and skills, reduce or eliminate due to cultural differences and cause misunderstanding, friction and conflict, to effectively engaged in international business activities, has very important practical significance. Communicative behavior, YangQian and HuChunFeng(2006) analyze three kinds of non-verbal communication (visual, gestures, facial expressions of the cultural differences and the international business negotiation), discusses the application of non-verbal communication in cross-cultural communication of importance. ZhaoYao in linguistics branch pragmatics of important concepts - context as a starting point, from communicative context, language context and cultural context three cross-cultural communication, using adaptation of context factors theory explanation cross-cultural background of the communicator in communication process how to conduct context adaptation, in order to achieve successful cross-cultural communication.( 2006 ( 3) : 108 – 110) Business English teaching are discussed, LiuSenLin(2005) international business negotiation of English teaching characteristic, define the scope of teaching, this paper discusses international negotiations business English teaching development trend and direction, and pointed out the business negotiations in the English teaching professional teachers' training, original authentic business negotiations imaging teaching material selection of aspects needed to resolve some problems.

2. The Definition of Cross-cultural Communication
Intercultural communication refers to communication among people whose cultural backgrounds are different from each other. There are several types of it, including inter-race communication (which is among different races), inter-nationality communication (which is among different nationalities) and inter-group communications (which is among different group of people of the same mainstream culture or same ethnic culture). The cultural knowledge which effects the communication in inter-group communication due to the cultural difference of people is called communicative culture.
There are two important theories about cultural patterns in intercultural communication. One is Hall’s theory of High-context and Low-context Orientation. The other is Hofstede’s theory of Value Dimensions.

2.1 Hofstede's theory of value dimension
Hofstede apply “value”(the Value Survey Module) Survey respondents for IBM presided over twice investigation and data collected in statistical analysis, finally isolated contrast Values of four value dimensions, namely the individualism and collectivism; power distance; Uncertainty avoidance; Masculine and feminine. People from different cultures, showing the attitudes, ideas, beliefs, and behavior of the differences in these four dimensions reflected, and has formed understand certain social norms foundation.

2.2 Hall’s high-context and low-context
Hall with high context and low context orientation theory to explain the individual implicit information depends on: “high -text communication refers to the exchange process implicit meaning more, clear coding information transmitted less; low context exchange opposite, the vast majority of information should pass clear coding relay.”( HALLET, HALLMR.1990: 6) Specifically, in high -text culture, people are more willing to indirect, good tactfully, veiled exchanges, meaning often contained in information, need to be understood by reasoning, straightforward considered brusque and unwelcome. They are of nonverbal expression than low sensitivity of high -text culture. They think the eyes, expression, action, or even silence can express in language cannot express meaning. They try to avoid direct conflict with hints, usually express dissatisfaction. In the course of the exchange, they almost never say directly.

2.3 Understanding communicative culture differences
One of the keys for any company competing in the global marketplace is to understand the diverse cultures of the individuals involved. Whether managing culturally diverse individuals within a single location or managing individuals at remote locations around the globe, an appreciation of the differences among cultures is crucial.
2.3.1 Orientation difference
Culture also differs in time orientation; that is, whether the culture’s values are oriented toward the future (long-term orientation). In china, cultures with a long-term orientation, values such as thrift and persistence, which focus on the future, are emphasized. In Russia, the orientation is short-term. Values such as respect for tradition (past) and meeting social obligations (present) are emphasized.

(i). Time
Norms regarding punctuality differ significantly from country to country. In the Unite States people tend to be very time-conscious. Conscientious Americans arrive a few minutes late .In many other countries attitudes toward time are very different. It is not necessarily a breach of etiquette to arrive a little late for a business appointment; indeed, it might be considered impolite to arrive early .As for dinner invitations, arriving on time ma be very bad manners. In Great Britain, for example, when someone says, “Come for dinner at seven”, what they mean is, “Come between 7:30 and 8:00,”The guest who arrives at 7:00 is likely to find an unprepared and embarrassed host. Similarly, when an Argentinean says “Come for dinner anytime after eight,” what they mean is, “Do not come at 8:00; that would be far too early”.

(ii). Gift giving
The norms of gift giving also vary significantly from country to country. In Great Britain for example, when invited to someone’s home for dinner it is not necessary to bring a gift, but it is polite to offer to bring a bottle of wine they would like. In contrast, in Japan it is considered rude not to bring a gift when invited to someone’s home, and it is equally rude to offer in advance to bring something for the dinner table, such as wine.

(iii). Exchanging business cards
When business people in the United States meet, they often exchange business cards, typically at the conclusion of a meeting and without giving the exchange much thought. In Japan, in contrast, the exchange of business cards is regarded as a part of the introduction. Moreover, the order of exchange is important. The lower-status person must offer his or her card first .Only then will the higher-status individual take out his or her card and offer it. (王正元,2001,国际商务文化). It is considered respectful for the lower-status individual to examine the business card of the higher-status person with considerable interest while holding it reverently with both hands.

2.3.2 Individualism vs. collectivism
What is individualism and what is collectivism? This is an important question when we tall about culture differences. In cultures where individualism predominates, people belong to loose social frameworks, but their primary concern is for themselves and their families. People are responsible for taking care of their own interests. They believe that individuals should make decisions. Culture characterized buy collectivism are tightly knit social frameworks where individual members depend strongly on extended families and clans. Group decisions are valued and accepted.
The North American culture is individualistic in orientation. It is a “can -do” culture that values individual freedom and responsibility. In contrast, collectivist cultures emphasize group welfare and harmony. Israeli kibbutzim and the Japanese culture are examples of societies in which group loyalty and unity are paramount. In Canada and United States, which are individualistic cultures, organization Charta show individual positions. In Malaysia, which is a collection culture, organization charts show only sections or departments.
This dimension of cultural differences has other workplace implications. Individualistic managers, as found in Great Britain and Netherlands, emphasize and encourage individual achievement. In contrast, as collectivistic managers, such as in Japan and Colombia, seek to fit harmoniously within the group. They also encourage these behaviors among their employees.

2.3.3 Sino-foreign modes of thinking difference
Thinking formulary is different regions and between different nationalities people a fixed product, essentially thinking formulary tend to ignore the individual difference, exaggerate things with another a social group related cognitive attitudes, often with emotional color, and accompanied by fixed creed. In all the formulary, each set each has its own characteristics; it will directly affect intercultural communication, communicators, mistakes, which affect the normal international business trade and economic exchanges. As a result of each country geographical location, the natural environment, the ethnic origin, history changes, religious beliefs, such as custom culture differences, cause different culture characteristics of national consideration question and get to know things way of thinking has certain differences.
Thinking formulary is based on the objective existence, thinking difference in international business trade relationship in the different cultural communication for business economic and trade exchanges appear great difference. We Chinese tend to pay special attention to the intuition, in a relationship is often in this experience and feeling to “by”. Compared with western thinking mode, the thinking mode of the Chinese people has the obvious general sex and vague. 3 in the United States, Europe and other westerners have abstract analysis and practical thought orientation; they thought process from specific fact of, induction and generalization, draw conclusive things. While Europeans place more emphasis on the theories and thoughts, they deduce type emphasizes thinking mode is perceive the world and symbol thinking, they like to use logical method is deduced from a concept another concept, they rely on the power of thought.
2.3.4 Sino-foreign etiquette difference
Examples of things that it would be important to know and that could make or break your transaction are the following:
If you are invited to dine at a Saudi Arabian’s home, a gift is appropriate and appreciated, but never a gift of food, which would indicate that you did not expect to dine well. Flower, books, or a United States souvenir are welcome, but never anything made of leather that might be pigskin. Never take a gift for your host’s wife, but gifts for his children, boys or girls, are appropriate.
Body language is key when doing business in Saudi Arabia. Saudis tend to stand quite close to you when they speak. Do