跨文化商务交际(窦卫霖)

一带一路背景下高校商英专业跨文化商务交际能力培养研究

一带一路背景下高校商英专业跨文化商务交际能力培养研究作者：王建娜来源：《中国教育技术装备》2015年第21期摘要在“一带一路”新经济形势下，立足国际化大都市的人才需求，就商务英语专业跨文化商务交际能力的培养研究展开讨论。

在介绍国内外研究的基础上，进一步分析目前商务英语专业跨文化交际能力所存在问题与不足，初步得出面向国际化大都市经济发展的跨文化商务交际能力培养对策，以示高校商务人才的培养，进一步统筹规划我国外语教育工作。

关键词一带一路；跨文化商务交际；商务英语专业中图分类号：G642.4 文献标识码：B文章编号：1671-489X（2015）21-0092-021 引言“一带一路”作为一项浩大的世界工程，不仅需要互联互通、经贸合作等硬件支撑，也离不开文化交流、民心相通等软件助力，二者相辅相成，不可或缺。

它是一份多国共享的世界级文化遗产，是一条横贯东西、连接欧亚的绵长的人类文化纽带。

周德仓（2014）认为，从国家发展和区域传播的角度看，“丝绸之路经济带”的实质是地理上彼此相连的国家和地区物质与精神的相互交往、交流、合作、互动。

这种互动不只是一个地理上的概念，更多的是跨文化的融合。

《丝绸之路经济带发展报告（2014）》中“社会文化篇”指出：陕西丝绸之路跨文化传播要打破文化的封闭状态，保持文化的生命力。

随着丝绸之路经济带建设的不断深化，未来将展现的六大趋势需要文化、交际与商务有效整合并成为跨文化商务交际发展的新方向。

因此，能应对复杂的商务环境，有效进行跨文化商务交际活动的商务英语人才将成为“丝绸之路经济带”沿线国家的主要人才队伍。

这不仅是未来市场急需的人才，也将更好地促进各国各区域的跨文化融合。

跨文化商务交际能力的培养随着跨文化商务交际（IBC）已成为近年来国内外的一个研究热点，涌现出越来越多的相关研究成果。

但总体上看，窦卫霖（2012）认为国外跨文化商务交际研究趋于成熟，而国内相关研究还处于零散的初级阶段。

跨文化商务交际(窦卫霖)

①课本第三页1-Needs and Purposes for Communication•(1) survival (6) power•(2) cooperation (7)social needs•(3)personal needs (8) information•(4) relationships (9) making sense of world•(5) persuasion 劝说(10) self-expression用P4—P6 Survival、Co-operation、Personal needs. Relationships.persuasion……回答，不要求全部都写出来，但是至少要答四到五个，理解读懂还要有对这个词的解释②P6掌握交际的概念（Definition）•Communication refers to the act and process of sending and receiving messages among people.•Eg: buy computer via Internet•Communication—someone perceives behavior or its residue and attributes meaning to it.Communication has taken place regardless of whether that behavior is conscious or unconscious. Intentional or unintentional.③P10（很重要）交际的过程（the process）1. the components of communication•Message•Sender•Receiver•Channel•Noise•Feedback•Encoding/Decoding2. Models of communication•(1) the linear model•(2) the circular model•(3) the contextualized model④P14 交际的特征（Characteristics）里的黑体标题要看懂• 1. communication is dynamic 动态• 2. communication is irreversible不可撤销• 3. communication is symbolic符号性• 4. communication is systemic 系统性• 5. communication is self-reflective自我反映性• munication is interactive 交互性•7. communication is complex 复杂性⑤P22里的最后一段中影响跨文化交际的主要三个因素Language barriers，different values，different cultural patterns of behavior⑥ICC与ICBC的概念1. intercultural communication (ICC)•--interpersonal communication between members of different cultures.2. intercultural business communication (ICBC)•--communication within and between businesses that involve people from more than one culture⑦P31课后练习中的Discussion Questions的前三个问题⑧P41 关于文化的概念在这页的第五段•Culture is the total accumulation（积累）of beliefs, customs, values, behaviors, institutions （习俗）and communication patterns（样式）that are shared, learned and passed down through the generations in an identifiable group of people.⑨P42 文化的特点还要解释四个到五个• 1. culture is not innate; it is learned (e.g. sneezing)• 2. culture is transmitted from generation to generation• 3. culture is selective• 4. the facets of culture are interrelated (e.g. women’s movement)• 5. culture is ethnocentric• 6. culture is subject to change⑩P46价值观的概念（definition of value）•One’s principles or standards, one’s judgment of what is valuable or important in life • A broad tendency to prefer certain states of affairs over others. (Hofstede P46)• A conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.⑾P45（重点）values from the core of culture• 1.values form the core of culture• 2. values are the deepest manifestations of culture and most difficult to understand by an outsider. (symbols-heroes-rituals-values, by Hofstede)⑿P48 价值观的分类• 1.universal values (e.g., happy life)• 2.cultural-specific values (e.g.. modesty for Chinese culture)• 3. peculiar expression or deviations of individuals within cultures (subjective culture)⒀P49 价值观是怎样形成的？how to get one’s value？• 1. from one’s family• 2.from school education teachers• 3. from one’s peers• 4. from society at large⒁P59（很重要）hofstede-Bond's Value Dimensions•Individualism vs. Collectivism (P.61)•Power Distance•Uncertainty Avoidance•Masculinity vs. Femininity回答这个题目时要说这个理论是谁写的，叫什么名字，理论是什么（从P60-64四个角度回答）还要解释，还要给例子，比如P62的图表。

商务英语写作教学中的跨文化交际意识培养

商务英语写作教学中的跨文化交际意识培养作者：李智来源：《科教导刊》2013年第03期摘要传统的商务英语写作教学过于关注语言和格式的标准，而忽略了在写作教学过程中的学生跨文化能力的培养。

本文认为对教学重心的有意识转移以及新的教学方法的采用，不仅能够获得更好的教学效果，同时也有利于培养学生在今后实际工作中所需要的跨文化交际能力。

关键词语言和格式跨文化交际能力中图分类号：G424 文献标识码：AInter-cultural Awareness Development in Teaching of Business-English WritingAbstract Traditional teaching of business English writing centers more around language and formatting， nevertheless paying not enough attention to the development of the students' intercultural communicational abilities. Through shifting our teaching focus and adopting new ways of teaching， not only can better teaching results be achieved， but also the students' intercultural communicational abilities required in the future work can be better cultivated.Key words language and format； inter-cultural awareness and capabilities作为商务英语专业在培养一般性复合人才商务英语方向课程上的一门核心课程，商务英语写作无疑体现了高等院校的专业课程设置同社会需求的紧密结合。

窦卫霖跨文化商务交际教案讲稿1

教案首页3. The Scope and Classification of Communication4. The Process of Communication1) A basic communication model consists of these components: the sender and receiver, the medium or channal, messages, noise, feedback, encoding and decoding.e.g. “That’s all for today. See you all next week.”I(sender) put into words(encoding) my meani ngs that “class is over”(messge) and speak the words(channel) in the hope that the words will be suitably understood(decoding) by the students(receiver).2) Models of Communication① Linear ModelAristotle --- speaker→speach→audience→effectOccasionLasswell --- 5-W modelWho say what in what channal to whom with what effect.② Contextualized ModelContext: the idea that every act of communication must happen in some sort of surroundings and what is meant by this is actually quite complicated. There is physical context, social context and cultural context.II. Business Communication1. Defining Business CommunicationBusiness communication is the exchange of oral, nonverbal, and written messages within (and across the boundaries of) a system of interrelated and interdependent people working to accomplish common tasks and goals.2. Internal and External Communication(1) Internal communication refers to the communication taking place within a given organization through such written or oral channels as memos, reports, proposals, meetings, oral presentations, speeches, and person-to-person and telephone conversationsInternal communication includes: downward/ upward/ horizontal communication.(2) External communication refers to the communication between the organization and the outside institutions and people---the general public, customers, vendors and other businesses, and government officials.3. Formal and Informal Communication(1) Formal communication which refers to such communicative activities as business letter, speech, talk, a product presentation and so on.(2) Informal communication, also called grapevine, exists in almost all organizations and at all levels. It has a small number of activists guiding and influencing the informal communication.Assignment:1. Preview Part 3.2. Review the terms and key points in this part.教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)。

跨文化商务交际

跨文化商务交际Intercultural Business Communication窦卫霖编著前言一个企业的成功，不仅取决于它的生产能力，而且取决于它的文化能力；在国际商务活动中，还取决于它的跨文化交际能力。

经济全球化的趋势、国际商务活动的日益频繁，越来越显示出对多元文化理解的必要性和跨文化交际能力的重要性。

跨文化意识意味着直接的经济效益。

如果一个企业想让自己的产品在国际市场上占有一席之地，一个跨国公司想在其他国家或地区取得经济效益，那么就不仅需要具有高超的经济、技术和管理水平，而且需要深刻了解对象国的文化。

正因为如此，世界上许多大公司在国际商务活动中都十分重视跨文化交流的研究和培训，许多经贸类大学都把跨文化商务交际课程作为必修课。

21世纪的中国是走向国际广泛合作的中国。

自中国加入WTO以来，国际著名跨国集团公司、金融机构、工商企业都纷纷来中国设立分支机构、分公司，招聘大量的中国雇员。

同时，中国工商贸易企业也在不断加大出口力度，在国内外建立跨国公司，雇佣来自不同文化背景的雇员。

文化合作已成为当代中国商务合作的重要内容。

文化交融现象激励商务英语教学加速培养复合型的经贸外语人才，促进他们不仅要掌握跨学科的专业知识，而且要具备跨文化交往的技能。

在商务英语教学中把跨文化交际能力的培养放在十分突出的位置已经成为普遍的共识。

那么在培养复合型人才的战略中，如何培养和提高跨文化交际的能力呢？在我国，经贸学校一般都开设有关跨文化交际的课程，跨文化交际专著、论文也不断涌现。

但总体来说，跨文化商务交际在我国商界和相关专业的教学中还处于比较薄弱的初级阶段，与发达国家相比还有较大的差距，尤其是如何把商务活动实践与跨文化交际理论结合起来，如何把国际商务文化与中国本土文化结合起来，还是一个难题。

这方面的书籍也特别少，适合商英类专业学生使用的教材更少。

有鉴于此，作者根据多年跨文化交际和跨文化商务交际教学的经验，参考了大量国内外的最新相关材料，编写了这本《跨文化商务交流》教材，希望成为大学英语相关专业学生以及商务人员进修提高的可用教材。

探析跨文化商务交流中的失败案例的原因——基于霍夫斯泰德文化价

- 228-校园英语 / 语言文化研究探析跨文化商务交流中的失败案例的原因——基于霍夫斯泰德文化价值中的权力距离维度河北农业大学/匡燕侯艳宾【摘要】随着经济全球化的发展，各国之间的交流越来越紧密，跨文化商务交流也变得频繁。

然而在交流期间，双方会因为文化差异而发生文化冲突，这将给商务沟通带来消极的影响。

这篇论文将基于霍夫斯泰德的文化价值维度理论中的权力距离的维度分析跨文化商务交流中的失败案例的原因，从而给不同国家间的商务沟通带来一定的借鉴与启示。

同时通过案例的分析，论文将提出一些策略以避免交际中的误会。

【关键词】跨文化商务交流权力距离策略随着经济的快速增长，各国之间的交流越来越频繁，不同国家的人在一起工作，进行商务交流并不罕见。

然而由于文化的不同，时常会出现一些冲突而导致交流的失败，甚至会造成惨重的损失。

因此，许多学者开始研究不同国家的文化价值体系。

其中，荷兰学者霍夫斯泰德的团队对IBM 公司的各国员工进行了两轮问卷调查，调查和分析在各员工在价值观上表现出来的国别差异。

1980年，霍夫斯泰德提出了文化价值观的理论体系。

该理论体系包括5大文化维度，即个体主义—集体主义，权力距离，不确定性的规避，男性化与女性化以及长期取向与短期取向。

本论文主要是从权力距离的维度来分析跨文化商务交流中的案例，从而给跨文化商务交流带来一定的启示。

霍夫斯泰德认为权力距离是指在一个国家的社会群体或者组织机构内拥有较少权力的社会成员对权力分配不均的可接受程度。

在权力距离大的国家，等级更明显，人与人之间的不平等是人们可以接受的，一般比较强调权威。

在权力距离小的国家，等级不是很明显，人们之间的不平等被淡化，强调平等和民主，公平。

在企业中，等级意识明显弱化，具有平行的特点，有明显的权力下放和分权倾向。

霍夫斯泰德的理论体系在跨文化理论中具有重要的位置，能够帮助人们更好得理解不同国家间的不同的文化价值体系。

在进行跨文商务交流的时候，有利于减少交流中的冲突，从而使商务开展更顺利。

【2018最新】浅析跨文化交际中的商务礼仪差异,毕业论文-精选word文档 (20页)

本文部分内容来自网络整理，本司不为其真实性负责，如有异议或侵权请及时联系，本司将立即删除！== 本文为word格式，下载后可方便编辑和修改！ == 浅析跨文化交际中的商务礼仪差异,毕业论文篇一：国际商务礼仪中的文化差异分析国际商务礼仪中的文化差异分析金融0902 严薇 0120915940826摘要：随着经济全球化进程的加速，国与国之间、公司与公司之间的跨国、跨文化的商务活动越来越频繁，不同地区、不同国家的文化往往存在差异，影响着人们的思维方式、价值观念，增加了国际商务交际活动的复杂性。

我国已经加入了WTO，国际贸易和对外交往日益频繁，国内企业要走出去，跨文化交际不可避免。

对于从事国际商务活动的人员来说，熟悉不同国家的礼仪，了解和掌握多元文化背景下的跨文化交际的知识和技巧，减少或消除因文化差异而引起的误会、摩擦和冲突，对有效地从事国际商务活动、提高交际效果具有十分重要的现实意义。

关键词：商务礼仪、中西方、文化差异商务礼仪是长期以来人们在商务活动中形成的一种行为准则。

不同国家由于不同文化背景、价值观以及民族主义等的差异，商务礼仪也是既有其国家性，又有其民族性。

以儒家、道家思想为核心的中国和以基督教为核心的西方在文化上存在的巨大差异，就必然导致中西方商务礼仪千差万别。

一、中西方礼仪差异分析中国传统文化是以血统纽带维系的宗法社会结构，表现为“天人合一”，重人伦轻自然、重群体而轻个体、重义轻利、重道轻器的特点。

重人伦轻自然，追求社会与人、人与人之间关系的“和谐”。

重群体而轻个体，强调人际关系、人情味，表达的是群体性、群体意识，注重人情世故，爱好面子，养成谦虚、谨慎、忍让、含蓄的传统性格。

“重义轻利”更是儒家思想的主流意识形态，主张的是“见利思义”、“以义制利”，提倡义利发生矛盾时，应当舍生取义。

由于受传统的义利思想的影响，重义轻利，重情轻法。

情、理、法，次序鲜明，任何事情，先看情、再讲理，法被排在最后，因此人们的法律意识比较淡薄，风险意识和竞争精神不强，时间观念和进取意识淡漠。

窦卫霖跨文化商务交际教案讲稿1

窦卫霖跨⽂化商务交际教案讲稿1教案⾸页3. The Scope and Classification of Communication4. The Process of Communication1) A basic communication model consists of these components: the sender and receiver, the medium or channal, messages, noise, feedback, encoding and decoding.e.g. “That’s all for today. See you all next week.”I(sender) put into words(encoding) my meanings that “class is over”(messge) and speak the words(channel) in the hope that the words will be suitably understood(decoding) by the students(receiver). 2) Models of Communication ① Linear Model Aristotle --- speaker→speach→audience→effect Occasion Lasswell --- 5-W modelWho say what in what channal to whom with what effect. ② Contextualized ModelContext: the idea that every act of communication must happen in some sort of surroundings and what is meant by this is actually quite complicated. There is physical context, social context and cultural context.10 mins: Group study20 mins: ExplanationII. Business Communication1. Defining Business CommunicationBusiness communication is the exchange of oral, nonverbal, and written messages within (and across the boundaries of) a system of interrelated and interdependent people working to accomplish common tasks and goals.2. Internal and External Communication(1) Internal communication refers to the communication taking place within a given organization through such written or oral channels as memos, reports, proposals, meetings, oral presentations, speeches, and person-to-person and telephone conversationsInternal communication includes: downward/ upward/ horizontal communication.(2) External communication refers to the communication between the organization and the outside institutions and people---the general public, customers, vendors and other businesses, and government officials.3. Formal and Informal Communication(1) Formal communication which refers to such communicative activities as business letter, speech, talk, a product presentation and so on.(2) Informal communication, also called grapevine, exists in almost all organizations and at all levels. It has a small number of activists guiding and influencing the informal communication.Assignment:1. Preview Part 3.2. Review the terms and key points in this part.5 mins: Explanation10 mins: Group study5 mins教案⾸页教学⽅法Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form. 15 mins: Warm up15 mins: Group study10 mins: Explanation3. Characteristics of CultureC ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birthC ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to truly 10 mins: Group study20 mins: Explanationunderstand a culture, we must explore the behaviors below the waterline.C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and theeasiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider. II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happilyC ultural-specific valuesP eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to yourbusiness work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6) 5 mins: Explanation10 mins: Group study5 mins教案⾸页教学⽅法Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form. 15 mins: Warm up15 mins: Group study10 mins: Explanation。

跨文化商务交际第一章

4. In 1970: ICC was recognized as an independent area of study by the International Communication Association (国际传播学会) 5. In 1972: The first international conference on intercultural communication was held in Japan. 6. In 1983 : Gudykunst ,American well known scholar in ICC, edited the first text on intercultural communication theory, Intercultural
• The focus of this course lies on Intercultural communication (IC)
Course Overview
• Seminar organization • Assessment: • 1)Attendance and participation.
• 3 contact hour per week (lecture) • 6 additional hours per week:
- course book - “fieldwork” (in preparation for presentation)
Requirement
1.Preview the text :Looking up the new words and expressions before class. 2.Take an active part in class discussions and performances. 3. Choose and read two recommended textbooks on intercultural communication – at least one in English. Books Recommended: [1] Ron Scollon, Suzanne Wong Scollon : Intercultural Communication: A Discourse Approach, 外语教学与研究出版社，2000 [2] 贾玉新：《跨文化交际学》，上海外语教育出版社，1997 [3] 林大津：《跨文化交际研究》，福建人民出版社， 1996 [4] 胡文仲：《文化与交际》，外语教学与研究出版社，1997

窦卫霖跨文化商务交际教案讲稿1

教案首页3. The Scope and Classification of Communication4. The Process of Communication1) A basic communication model consists of these components: the sender and receiver, the medium or channal, messages, noise, feedback, encoding and decoding.e.g. “That’s all for today. See you all next week.”I(sender) put into words(encoding) my meani ngs that “class is over”(messge) and speak the words(channel) in the hope that the words will be suitably understood(decoding) by the students(receiver).2) Models of Communication① Linear ModelAristotle --- speaker→speach→audience→effectOccasionLasswell --- 5-W modelWho say what in what channal to whom with what effect.② Contextualized ModelContext: the idea that every act of communication must happen in some sort of surroundings and what is meant by this is actually quite complicated. There is physical context, social context and cultural context.II. Business Communication1. Defining Business CommunicationBusiness communication is the exchange of oral, nonverbal, and written messages within (and across the boundaries of) a system of interrelated and interdependent people working to accomplish common tasks and goals.2. Internal and External Communication(1) Internal communication refers to the communication taking place within a given organization through such written or oral channels as memos, reports, proposals, meetings, oral presentations, speeches, and person-to-person and telephone conversationsInternal communication includes: downward/ upward/ horizontal communication.(2) External communication refers to the communication between the organization and the outside institutions and people---the general public, customers, vendors and other businesses, and government officials.3. Formal and Informal Communication(1) Formal communication which refers to such communicative activities as business letter, speech, talk, a product presentation and so on.(2) Informal communication, also called grapevine, exists in almost all organizations and at all levels. It has a small number of activists guiding and influencing the informal communication.Assignment:1. Preview Part 3.2. Review the terms and key points in this part.教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)。