跨文化商务沟通第一章

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1、跨文化商务沟通跨文化商务沟通 Cross-cultural Business Communication 主编：郁文蕾 华东理工大学出版社Class plans:1.Greetings and personal introduction.2.The significance of learning the book.3.Introduce generally the structure of the book.4.Study Chapter One 5.Deal with related exercises6.Summary of classWhy we need to study this

2、subject?Today,Internationalization and globalization has become a big trend in the human economic activities.People from different culture communicate with each other,which will result in a barrier.To reduce the misunderstanding and differences in cross-cultural business affairs.To increase communic

3、ation and trust.Provide us with the useful techniques of marketing,management and negotiation in cross-cultural business.Lay a solid foundation for our work after graduation.Introduce the structure of the book Consists of 12 chapters.Chapter One:Differences in Culture:An Intercultural Perspective(视角

4、）视角）Chapter Two:Culture and Communication Chapter Three:Cultural Diversity at workplace （多样性）（多样性）Chapter Four:Business Etiquette and Social Protocol（礼仪、规范）（礼仪、规范）Chapter Five:Gender Differences in Communication （性别的）（性别的）Chapter Six:Managing Across Cultures Chapter Seven:Cultural Conflict （冲突）（冲突）C

5、hapter Eight:The Conceptualization of Chinese“Face”（观念）（观念）Chapter Nine:Organizational Culture Chapter Ten:Intercultural Negotiation （谈判）（谈判）Chapter Eleven:Intercultural Marketing（营销）（营销）Chapter Twelve:Culture and Globalization（全球化）（全球化）Each Chapter has Preview,Core Text 1 and Core Text 2.(Put empha

6、sis on Core Text 1,精讲；Core Text 2,泛读。And some related exercises.In addition,there is a general introduction to the core text.Chapter One:Differences in Culture:An Intercultural Perspective(视角视角）Learning Outcome 学习目标学习目标After this Chapter,you should be able to1.Understand why intercultural communicat

7、ion is a necessity2.Define the implications of culture and appreciate the cultural gap3.Explain the root of differences between the East and the West4.Briefly describe the attributes of Confucian societies5.Understand that Culture is neither right or wrong,merely different 1.Practitioners in a wide

8、variety of fields have realized just how important intercultural communication is for their everyday work.(scientific cooperation,academic research,business,management,education,health,culture,politics,diplomacy,and others)Case study 案例研究 在外交上，最大的跨文化错误莫过于尼克松在第一次访问巴西 时所犯的，如果了解尼克松的人都知道他最喜欢的手势，也是他的代表手势

9、，就是高举双手做ok状，这一手势在美国文化里是代表胜利和友好，然而，在巴西就不然了，在巴西文化这是最下流的手势，等于美国文化里竖起中指的手势。大家可以想象一下这么一幕，尼克松在巴西首都机场走出机门，面对全巴西人民和世界煤体，高举他那双手，打着ok手势，还不断前后摇摆，就像他赢得竞选胜利一般。第二天，巴西所有的媒体的头条都是尼克松这一手势的相片，尼克松这一错误所造成的影响，不言而喻。他这一行为也成了当今跨文化沟通课程上学生笑声最大的笑话。Additionally,some global modern issues such as environment,governance of the Int

10、ernet,poverty and international terrorism call for co-operation between nations.Intercultural communication is no longer an option,but a necessity.The Implications of Culture Culture is often thought of and composed of the products of a civilization:art,music,dance,literature,architecture,foods,clot

11、hes and festivals.These are the aspects of culture which can be discovered through the senses and are obvious sources of discussions,delight and comparison.Culture is Neither Right Nor Wrong,Merely Different Case Study三则小故事折射出的中西文化差异三则小故事折射出的中西文化差异 第一幕：第一幕：一位学校领导向教师们介绍新来的美国老师一位学校领导向教师们介绍新来的美国老师Ladie

12、s and gentlemen,Im delighted to introduce to you a very pretty girl,Miss Brown.She is a very good teacher from the USA.(对这番话，美国女教师一脸难堪的样子。)文化差异：文化差异：中国人介绍来宾，喜欢用褒扬的话语言辞。但美国人认为，初次结识，相互介绍，不必评头论足。凡是主观性的评论，尽管是美言，也会给人唐突、强加的感觉。对以上那番话，美国女教师感到难堪的是pretty和good两个词。在那种场合，介绍应该突出被介绍人的身份、学历、职务等，而不应该是外貌和抽象的评论。相比之下，如

13、果把pretty和good改成实际教育背景和经历，这样的介绍句比较客观，令人容易接受。比较下面改变措辞的介绍：Ladies and gentlemen,Im delighted to introduce to you a new teacher from the USA.,Miss Ann Brown.She is a Doctor of American Literature with experience of teaching English as a Foreign Language.特别忠告：特别忠告：介绍客人要介绍客观事实，不要主观评论。要注重身份，不要着眼外貌。第二幕：第二幕：一

14、位美国同事感冒了，中国同事表示关心一位美国同事感冒了，中国同事表示关心 Chinese:You look pale.Whats the matter?American:Im feeling sick.A cold,maybe.Chinese:Go and see the doctor.Drink more water.Did you take any pills?Chinese medicine works wonderful.Would you like to try?Put on more clothes.Have a good rest.American:You are not my m

15、other,are you?文化差异：文化差异：美国人比较看中个人的独立性。受人照顾往往被视为弱者。给对方出主意或提建议时，不能使对方认为自己小看他的能力。美国人对上面第一句话的反应通常是Take care of yourself.I hope youll be better soon.不必教人怎么做。中国人则以出主意提建议表示关心，而且以兄弟姐妹或父母亲人的口吻，或以过来人的口气，这对美国人行不通。特别忠告：特别忠告：对病人表示关心，不必尽提建议。第三幕：第三幕：有空来坐坐有空来坐坐 一位美国教师在中国任教，中国同事总是对她说：“有空来坐坐”。可是，半年过去了，美国同事从来没有上过门。中国同

16、事又对她说：“我真的欢迎你来家里坐坐。如果没空的话，随时打电话来聊聊也行。”一年下来，美国同事既没有来电话，也没有来访。奇怪的事，这位美国人常为没人邀请她而苦恼。文化差异：文化差异：中国亲朋好友合同事之间的串门很随便，邀请别人来访无需为对方确定时间，自己去探访别人无需郑重其事征得同意。美国人则没有串门的习惯。一年内遇到大节日，亲朋好友才到家里聚一聚。平时如果有事上门，实现要有时间确切的预约。没有得到对方的应允，随时随地随便上门时不礼貌的行为。因此，美国同事对“有空来坐坐”这句话只当作虚礼客套，不当作正式邀请。无事打电话闲聊也是美国人视为打乱别人私人时间和活动安排的毛是行为。若想邀请美国人上门，

17、应当诚意的于对方商定一个互相都方便的时间。特别忠告：特别忠告：有心约会要主动约时间地点Tips for appreciating different cultures：1.Withhold judgment.Try to understand rather judge.2.Two very different perspectives can both be“right”simultaneously.We need to hold these in balance,not impose our own perspective.3.Accept that other perspectives m

18、ay be beyond your understanding,but as valid as your own.4.On the other hand,he assured that your own cultural perspective is as valid as anyone elses.Cultural Differences between the East and the WestWe should explore the root of the East and the West 1.Eastern culture-China and India The two cultu

19、res are gestated by rivers.China the Yellow River“Mother River”India-Hindu River 2.Western culture was brought up on the Mesopotamian Plain-the Mesopotamian Civilizationthe cultures of Ancient Greece and Ancient Rome.(美索不达米亚平原）3.The cultural differences leads to different language systems.In the Eas

20、t-pictographic language(象形文字）In the WestLatin system (拉丁语）The cultural differences from the East and the West in daily life 1.Greeting 问候 How do we Chinese greet each other?Questions are just questions in the West,not greetings at all.“Have you had your meal”或者“Where are you going”“Hi”“Hello”或者“Good

21、 morning”“Good evening”“How are you”或者“Nice to meet you”.文化差异解析：对于中国人的见面问候方式，西方人也许会觉得提问者没有礼貌，爱打听私事。而在中国人看来，有些奇怪的是，外国人打招呼常以天气做话题，“Lovely day,isnt it?”(天气不错，是吧)。这是因为一些以英国为代表的英语国家的天气情况非常多变，久而久之，谈论天气就成了一个人们习惯的开始谈话的方式。2.Expressing gratitude and apology 在西方国家，“请、谢谢、对不起”的使用频率很高，几乎每个人每一天都会用到上百次。不管对象的年龄、身份、职

22、位，在什么样的场合，他们用的得心应手。如“Please open the door!”“Thank you for your help!”“Sorry,I dont think so.”在打扰到别人时，他们会说：“Excuse me.”中国人始终不擅长表达感谢和歉意，他们以行动来表示。对于自己的亲朋好友，道谢会显得多余，对于自己的小辈，道歉会降低威信，他们拉不下这个脸。不像西方国家，将孩子视为一个独立的个体，把他们当成平等的人来交流。（as a stranger,lack of intimacy)3.Dining 在中国,人们家宴，聚会就餐讲求气氛热闹，畅所欲言。在西方国家，餐桌上大声说笑是相

23、当不得体的.他们会在餐桌上边看报纸边讨论时事,也许会安排一周的计划，也许会和孩子们交流，但不会大声笑闹.聚餐时一般都比较安静。吃饭时，礼让客人吃菜，问下味道怎样等，适当的开个小玩笑，调节下气氛。Different dining tools:Easterners use chopsticks,or sometimes even grasp rice with hands as Indians.(新疆，手抓饭）Chopsticks cannot be used to cut food.so we usually use our teeth to act as knives.We use chops

24、ticks to send food into our mouth.We are also used to hold up our bowls when having rice or soup.In the West,bowls and plates cannot leave the tables.Food should be cut by knife to fit into the mouth.Your mouth can not touch the bowls and plates.You send steak into mouth with fork,nothing will retur

25、n but the fork alone.4.Symbolizing 象征1.Colors People often give each color some meanings.Because we feel differently when facing different colors.Case studyAPEC summit 亚太经合组织峰会 Shanghai several years agoPresidents wear the traditional Chinese Tang suits and take a photoTogether.The choose freely the

26、 color of suits.Most easterners chose red,while most of westerners preferred blue.In China,red luck,fortune.Decorate in festivals.In wedding.red lanterns red Chinese nodesIn the West,red-blood,revolutions.So,the presidents avoided wearing this unlucky color.2.Dragon Chinese regard dragon as God and

27、say that we Chinese are the offspring of the dragon.The God of Dragon of the four seas can charge rainfalls.We call the dragon the God of the water or rain.In the West,people think dragon as dinosaurs.The dragons of the west have the ability to erupt fire,instead of water.The dragon even become the symbol of the devil.What can we do with the cultural gap?鸿沟 We have seen that there exists such a huge gap between the eastern culture and the western one.1.We can not deny 拒绝any of the cultures.2.We should get to learn how to coordinate 协调the different cultures.Deal with related exercises Page 8