1、 本科生畢業論文國際商務談判中的跨文化交際Intercultural Communication in International Business Negotiation學生姓名所在專業英 語所在班級經貿英語1053班申請學位學 士指導教師賈正選職稱教 授副指導教師職稱辯論時間2021年 6月 6日CONTENTS TOC o 1-3 h z u HYPERLINK l _Toc230021854 ABSTRACT(CHINESE) PAGEREF _Toc230021854 h I HYPERLINK l _Toc230021855 ABSTRACT(ENGLISH) PAGEREF _T

2、oc230021855 h II HYPERLINK l _Toc230021856 1Introduction PAGEREF _Toc230021856 h 1 HYPERLINK l _Toc230021857 2Overview of Intercultural Communication and International Business Negotiations PAGEREF _Toc230021857 h 1 HYPERLINK l _Toc230021858 2.1Intercultural Communication PAGEREF _Toc230021858 h 2 H

3、YPERLINK l _Toc230021859 Definition of Intercultural Communication PAGEREF _Toc230021859 h 2 HYPERLINK l _Toc230021860 Barriers of Intercultural Communication PAGEREF _Toc230021860 h 3 HYPERLINK l _Toc230021861 Significance of Intercultural Communication PAGEREF _Toc230021861 h 3 HYPERLINK l _Toc230

4、021862 2.2International Business Negotiations PAGEREF _Toc230021862 h 3 HYPERLINK l _Toc230021863 Concept of International Business Negotiation PAGEREF _Toc230021863 h 3 HYPERLINK l _Toc230021864 Necessity of Negotiation in International Business PAGEREF _Toc230021864 h 4 HYPERLINK l _Toc230021865 3

5、Influences of Cultures on International Business Negotiation PAGEREF _Toc230021865 h 4 HYPERLINK l _Toc230021866 3.1Understanding Cultural Differences PAGEREF _Toc230021866 h 4 HYPERLINK l _Toc230021867 3.2Influences Exerted by Cultural Differences PAGEREF _Toc230021867 h 5 HYPERLINK l _Toc230021868

6、 Negotiation Objectives PAGEREF _Toc230021868 h 6 HYPERLINK l _Toc230021869 Negotiation Styles PAGEREF _Toc230021869 h 6 HYPERLINK l _Toc230021870 Decision Making PAGEREF _Toc230021870 h 7 HYPERLINK l _Toc230021871 3.3Consequences Caused by Cultural Differences PAGEREF _Toc230021871 h 8 HYPERLINK l

7、_Toc230021872 4Recommendations for Business Negotiators PAGEREF _Toc230021872 h 8 HYPERLINK l _Toc230021873 4.1Strategies in Intercultural Business Negotiation PAGEREF _Toc230021873 h 9 HYPERLINK l _Toc230021874 Before Negotiation PAGEREF _Toc230021874 h 9 HYPERLINK l _Toc230021875 During Negotiatio

8、n PAGEREF _Toc230021875 h 9 HYPERLINK l _Toc230021876 After Negotiation PAGEREF _Toc230021876 h 10 HYPERLINK l _Toc230021877 4.2Negotiation Protocol and Etiquette PAGEREF _Toc230021877 h 11 HYPERLINK l _Toc230021878 Dress Code PAGEREF _Toc230021878 h 11 HYPERLINK l _Toc230021879 Greeting PAGEREF _To

9、c230021879 h 11 HYPERLINK l _Toc230021880 Exchanging Business Cards PAGEREF _Toc230021880 h 11 HYPERLINK l _Toc230021881 Business gifts PAGEREF _Toc230021881 h 12 HYPERLINK l _Toc230021882 5Conclusion PAGEREF _Toc230021882 h 12 HYPERLINK l _Toc230021883 REFERENCES PAGEREF _Toc230021883 h 13 HYPERLIN

10、K l _Toc230021884 ACKNOWLEDGEMENTS PAGEREF _Toc230021884 h 14摘 要當今世界，國際商務交流頻繁，商務談判在國際商務中占據著十分重要的地位。來自不同文化背景的談判者有著不同的價值觀和思維方式，因而也就決定了他們在商務談判過程中的不同交際方式。因此，在國際商務談判中，了解彼此不同的文化，熟悉商業活動中的文化差異，是國際經濟貿易與商務活動的需要，更是經濟全球化這個時代的需要。本文針對文化差異對國際商務談判帶來的影響進行分析并試圖從跨文化角度提出建議。關鍵詞： 國際商務談判；文化差異；建議abstractNowadays, internati

11、onal business communications become frequent and business negotiations play a very important part in international business. Negotiators from different cultural backgrounds have different values and ways of thinking, which determine the different negotiating styles during the process of negotiation.

12、 Therefore, to understand the cultural differences in international business is the need of international trade and business activities.In this thesis, we focus on analyzing the barriers and influences caused by culture differences in international business negotiation and attempt to give some recom

13、mendations to negotiators through a cross-cultural perspective.Key words: international business negotiation; cultural differences; recommendationsIntercultural Communicationin International Business NegotiationEnglish Major, 200512321302, Chen GenghaoSupervisor: Jia Zhengxuan1IntroductionNowadays a

14、s the world becomes a whole, communications between peoples, companies, areas and countries with different cultures are more and more frequent. Because communication is an element of culture, it has often been said that communication and culture are inseparable. As Alfred G. Smith (1966) wrote in hi

15、s preface to Communication and Culture, “culture is a code we learn and share, and learning and sharing require communication. Communication requires coding and symbols that must be learned and shared. Godwin C. Chu (1977) observed that every cultural pattern and every single act of social behavior

16、involves communication. To be understood, the two must be studied together. Culture cannot be known with a study of communication, and communication can only be understood with an understanding of the culture it supports. 32With the increasing number of multinational corporations and the globalizati

17、on of the economy, intercultural business communication continues to become more important. People with different cultures might do business with different styles, which would probably cause many arguments. Since all international activity involves communication, people participating in internationa

18、l business need knowledge of intercultural business communication to prepare them for upward mobility and promotion in tomorrows culturally diverse domestic and international environments. In addition, they should be sensitive to differences in intercultural business communication, both present and

19、future.While recognizing the significant differences that can exist across cultures, it is important to acknowledge the existence of individual differences within any given society. In this thesis, therefore, we are going to reveal differences of negotiation styles in international business from an

20、intercultural perspective. If these differences can be recognized and accounted for, a basis for mutual understanding and trust can be established as a precondition for a long-lasting mutually beneficial cooperation.2Overview of Intercultural Communication and International Business Negotiations2.1I

21、ntercultural CommunicationDefinition of Intercultural CommunicationCulture is around us everywhere and we are affected by it all the time before we can realize it. But what is culture?Culture is the unique combination of learning and experience that gives an individual an anchoring point, an identit

22、y, as well as codes of conduct. 125Of more than 160 definitions of culture, some conceive of culture as separating humans from non-humans, some define it as communicable knowledge, and some as the sum of historical achievements produced by mans social life. All of the definitions have common element

23、s: culture is learned, shared, and transmitted from one generation to the next. Culture is primarily passed on from parents to their children but also transmitted by social organizations, special interest groups, governments, schools, and churches. Common ways of thinking and behaving that are devel

24、oped are then reinforced through social pressure. Culture is also multidimensional, consisting of a number of common elements that are interdependent. Changes occurring in one of the dimensions will affect the others as well.Culture is also defined as an integrated system of learned behavior pattern

25、s that are characteristic of the members of any given society. It includes everything that a group thinks, says, does, and makes its customs, languages, material artifacts, and shared systems of attitudes and feelings. 5177-178Having defined “culture, lets see what the concept of communication is.Co

26、mmunication, consisting of verbal communication and non-verbal communication, is the process of sending and receiving messages. And communication is effective only when people understand each other, stimulate others to take action, and encourage others to think in new ways. 22-3As we know, language

27、is one part of culture; we communicate through language. Moreover, it is the carrier as well. Various kinds of culture spreading, exchanging, developing and extending depend on language. Communication is affected by culture while culture spreads through communication.Intercultural communication is t

28、he process of sending and receiving messages between people whose cultural background leads them to interpret verbal and nonverbal signs differently. 248 In brief, it means communication between persons of different cultures. And intercultural business communication is a relatively new term in the b

29、usiness world and is defined as communication within and between businesses that involves people from more than one culture. 322.1.2Barriers of Intercultural CommunicationWhen encountering someone from another culture, communication barriers are often created when the behavior of the other person di

30、ffers from our own. Therefore, todays competitive global economy results in frequent intercultural communication, during which there may be two main barriers.First, language. There are thousands of languages spoken in the world. But only a few dominate. The English, French, and Spanish languages hav

31、e widespread acceptance. They are spoken prevalently in 44, 27, and 20 countries, respectively. Even though you are able to master one or some of them, it is also not easy for you to communicate with local people freely; because there are still slang, jargon, dialects, pidgin and accents you are una

32、ble to master completely.Second, value systems. Different cultures build up a different value system. We hold the different perceptions or beliefs about groups or individuals based on previously formed opinions and attitudes. Therefore, while we are negotiating with a businessman with different cult

33、ures, we will consider the same questions in our own way, which might probably raise lots of different opinions. 2.1.3Significance of Intercultural CommunicationDespite of the barriers, intercultural communications also bring a number of benefits, which mean a lot to both parties of the communicator

34、s. Here are some of them:First, it helps in developing a common understanding of the needs, philosophy and history of other cultures. Second, it enables us to improve our own quality of life by learning how other cultures have solved similar problems as ones own.Third, to communicate with colleagues

35、 and clients with different cultures effectively will be the competitive advantage of the company.Finally, through intercultural communication, we can remove the differences among different countries with different cultures.2.2International Business Negotiations2.2.1Concept of International Business

36、 NegotiationEveryone negotiates all the time. Since the development of human language, there have been negotiations made amongst humans. Negotiation as a significant social activity is a means of dealing with human relationships and resolving conflicts and has never disappeared.The increasing global

37、ization of industries will necessitate an increase in strategic alliance and hence intercultural negotiations. Intercultural negotiation involves discussions of common and conflicting interests between persons of different cultural backgrounds who work to reach an agreement of mutual benefit. 3192Ac

38、cording to Dr. Nierenberg, negotiation should follow the following principles:First, “negotiation is an element of human behavior. It depends on communication, that is, it occurs between individuals. Whenever people exchange ideas with the intention of changing relationships, and whenever they consi

39、der for agreement, they are negotiating. Secondly, “negotiation takes place only over issues that are “negotiable. Thirdly, “negotiation takes place only between people who have the same interest. Fourthly, “negotiation takes place only when negotiators are interested not only in taking but also in

40、giving; and finally, “negotiation takes place only when negotiating parties trust each other to some extent. 61-22.2.2Necessity of Negotiation in International BusinessInternational business negotiation is one of the most important processes of international business and also the essential stage bef

41、ore signing the contract. The issues negotiated during the negotiation will determine the terms and details of the contract, which clearly defines the rights and responsibilities of both parties.Compared with home trade, it is much more complicated to do business negotiation in international busines

42、s; because the two parties are in different countries with different social systems, political systems, legal systems, economic structures and trade practices due to the different cultural backgrounds.In the process of negotiation, both of the parties will display every effective strategy to deal co

43、rrectly with and resolve the conflicts and contradictions so as to reach a mutually acceptable agreement under a fair and reasonable principle. Once they make a mistake, they might fail to make a deal with the other party and there might be a negative impact on their relationships.As a result, it is

44、 obvious how important the process of negotiation is in international business. To make this process successfully will lead both of them to a win-win situation.3Influences of Cultures on International Business Negotiation3.1Understanding Cultural DifferencesFirst of all, lets find out the reasons of

45、 cultural differences.To study the reasons for the differences between cultures is very useful and important for differentiating international business relationships between nations because culture may become an obstacle between the international businesspeople if they are not familiar with the cult

46、ure of the country from which their customers come.There are four chief factors that result in cultural differences.1) LanguageLanguage plays a particularly prominent role in the way culture is transmitted. Without language, there would be no real culture. Language helps people think and communicate

47、. And language is an artifact of culture that helps to form its values, attitudes, beliefs, and behavioral routines. A language is inextricably linked with all aspects of a culture, and each culture reflects in its language what is of value to the people.2) SurvivalMany cultural characteristics orig

48、inally developed to help the survival of groups in their environment. For example, many western cultures shake hands with their tight hand as a form of greeting. Initially, this was probably an indication that no weapon was being held or about to be drawn with the dominant right hand.3) ReligionReli

49、gion, an important component of culture, is responsible for many of the attitudes and beliefs that affect human behaviors. So people of different religions differ in culture. Also, religion reflects beliefs and behaviors shared by groups of people that cannot be verified by empirical tests, so relig

50、ious values are closely related to cultural values. Therefore, to know the basic tenets of some of the more popular religions will contribute to a better understanding of why peoples behaviors and attitudes vary so greatly from country to country.4) EnvironmentEnvironment refers to the surroundings

51、one lives in. It includes the material life, the education system, the political system, the traditional modes of thoughts and so on. It is said that man is an outcome of the environment, which means that the environment a person lives in will shape him or her in some way. 973-75From the above reaso

52、ns we see that it is impossible for us to avoid cultural differences when doing international business. Therefore, understanding cultural differences requires constant monitoring of changes caused by outside events as well as changes caused by the business entity itself. Besides, we should accept th

53、e cultural differences and keep moving on.3.2Influences Exerted by Cultural DifferencesIn international business settings, the progress of the negotiation process and the parties apprehension of their relationship are under the influence of some factors, among which cultural differences play a cruci

54、al role. Culture is a major determinant of strategies and tactics in international business negotiations, because negotiations involve communication, time and power and these variables differ across cultures. Cultural differences create a challenge to the negotiators involved, and demand understandi

55、ng as well as flexibility. Cultural elements influence the style, method, pace, and goal of negotiators. The negotiators must remain alert to not only the culture of the society represented but the personal views and outlook of the negotiator across the negotiation table and even across wire (taking

56、 on the phone). 976Therefore, an ability to assess these differences and properly handle the consequences is essential for achieving success in international business negotiations.3.2.1Negotiation ObjectivesAny negotiation should be oriented by its objectives. The objective is the prerequisite of a

57、negotiation. Only under the guidance of clear, specific, impersonal and feasible objectives could the negotiation be in a positive position. If the objectives are vague with blindness, then it means an impossible successful negotiation. 666However while doing international business negotiation, part

58、ies from different cultures might set different negotiation goals. The differences of thinking models and value systems will lead to the different objectives.Take Chinese and American negotiators for example. Chinese negotiators, tending to take a relational approach to negotiation, attach great imp

59、ortance to establishing a sustainable business relationship. Therefore, the Chinese approach to the negotiating process is rather to establish a relationship than to sign a contract with their partner. The failure of relationship building often results in the abortion of the transaction in the end.

60、The contract, for the Chinese negotiators, does not mean finality but is generally a starting point.American negotiators, on the contrary, generally taking a transactional approach to negotiation, devote their energy and time to the deal itself and attempt to achieve the finalization of the deal. Vi