英語專業(yè)畢業(yè)論文商務(wù)談判中的文化差異.doc

畢 業(yè) 論 文題 目:Analysis of the Cultural Difference in Business Negotiation 學(xué)院(直屬系): 外國語學(xué)院 年級、專業(yè): 學(xué) 生 姓 名: 學(xué) 號: 指 導(dǎo) 教 師: 完 成 時 間:11ContentsAbstractiAnalysis of the Cultural Difference in Business Negotiation11. Introduction12. Culture difference22.1 The concept of culture22.2 Culture difference in business activities22.2.1 Value difference22.2.2 Time concept difference32.2.3 Personal relationship difference32.2.4 Negotiation style difference32.2.5 Negotiation structure difference43. Impact of cultural difference on international business negotiation43.1 The skill of using language53.2 The strategy of body language53.3 The style of negotiation64. The strategy to cope with the culture difference in international business negotiation74.1 Make a plan of negotiation74.2 Overcome communication barriers74.3 Master business negotiation skills in different countries85. Conclusion8Bibliography10Summary of writing this thesis11Acknowledgements12Analysis of the Cultural Difference in Business NegotiationAbstract: In todays world，with the increasingly strengthening of economic globalization, the contact between countries is increasingly close and international business negotiation becomes an important content in business activities, which will inevitably encounter culture differences, which directly affect whether the negotiations can proceed smoothly. Therefore, intercultural business communication becomes more and more important. As a dispensable form of interpersonal communication, business negotiation will unavoidably involve different geographical, ethnic, social and cultural exchanges and contacts, which make us unable to afford to neglect cultural differences. In cross-cultural negotiations, different geographical, ethnic, cultural differences will affect the negotiators negotiating style, thus affecting the terminal result. Therefore, when engaged in cross-cultural business activities, we must comprehend and master the links and differences between different cultures. When preparing for negotiations, we must make clear what cultural differences influence the negotiations, only in this way, can we achieve expected goals.Key words: business negotiation; cultural difference摘要：當(dāng)今世界經(jīng)濟全球化的趨勢日益加強，國與國之間的交往與聯(lián)系日益密切，國際商務(wù)談判是商務(wù)活動中的一項重要內(nèi)容，不可避免地會遇到文化差異問題。文化差異直接影響著談判能否順利進行，跨文化商務(wù)溝通的變得日益重要。商務(wù)談判作為人際交往的一種形式，必然涉及不同地域、民族、社會文化的交往與接觸，從而產(chǎn)生跨文化談判。在跨文化談判中，不同地域、民族、文化的差異必將影響到談判者的談判風(fēng)格，從而影響到整個談判的進程。因此，從事跨文化的商務(wù)活動，就必須了解和掌握不同文化間的聯(lián)系與差異。在作談判準(zhǔn)備時，更要明了文化差異對談判的影響，只有積極地面對這種影響才能實現(xiàn)預(yù)期目標(biāo)。關(guān)鍵詞: 商務(wù)談判；文化差異Analysis of the Cultural Difference in Business Negotiation1. Introduction Our generation is an era of negotiation, especially with the development of economic market，negotiation has been playing an important role in our daily life. International business negotiation refers to the process in which different companies or enterprises from different countries come to discuss or bargain on various transaction terms for mutual benefits. International business negotiation has some particular features of its own. Firstly, it is not only a business negotiation, but also an international communication activity, thus it is highly policy-restricted. As a part of the whole economic relationship between two countries or regions, the business connection of the negotiating parties often involves their political and diplomatic relationship. Therefore, the national guidelines and foreign policy of a country should be carried out strictly in international business negotiation. Secondly, international business negotiation may result in international asset transfer, which involves such issues as international trade, settlement, insurance, transportation and international monetary system, etc. Therefore, international business negotiation should abide by International Law of Commerce and other international practices. Thirdly, international business negotiation is generally influenced by a wide variety of environments, including cultural and sub-cultural differences, ideological differences, political and economic instability and so on, which will increase the risk of failure and lengthen the time to arrive at a deal, because negotiators may pursue different paths of logic, have different ways of thinking, follow different criteria, or take different decision-making processes. So the negotiation style used effectively at home can be ineffective and inappropriate when dealing with people from other nations, as no one can avoid bringing along his or her national assumptions, images, prejudices, or other attitudes into negotiation. Therefore, negotiators should be equipped with profound knowledge and excellent negotiation skills so as to make negotiation go as smoothly as possible.2. Culture difference 2.1 The concept of cultureCulture is a modern concept based on a term first used in classical antiquity by the Roman orator, Cicero: cultura animi. The term culture appeared first in its current sense in Europe in the 18th and 19th centuries, to connote a process of cultivation or improvement, as in agriculture or horticulture. In the 19th century, the term developed to refer first to the betterment or refinement of the individual, especially through education, and then to the fulfillment of national aspirations or ideals. In the mid-19th century, some scientists used the term culture to refer to a universal human capacity. For the German no positivist sociologist Georg Simmel, culture referred to the cultivation of individuals through the agency of external forms which have been objectified in the course of history.In the 20th century, culture emerged as a central concept in anthropology, encompassing the range of human phenomena that cannot be attributed to genetic inheritance. Specifically, the term culture in American anthropology had two meanings: (1) the evolved human capacity to classify and represent experiences with symbols, and to act imaginatively and creatively; and (2) the distinct ways that people living in different parts of the world classified and represented their experiences, and acted creatively. Hoebel describes culture as an integrated system of learned behavior patterns which are characteristic of the members of a society and which are not a result of biological inheritance. Distinctions are currently made between the physical artifacts created by a society, its so-called material culture and everything else, the intangibles such as language, customs, etc. that are the main referent of the term culture.2.2 Culture difference in business activities2.2.1 Value difference Due to historical reasons, the values vary greatly from country to country. East in China, for example, as one of the four great ancient civilizations, China is proud of its long history and culture. However, it is also easy to produce a kind of pride prejudice, forming a face. Westerners are different, they valued interests and actual effect, on the table between the face and interest, and they will not hesitate to choose interest. Therefore，when negotiate with eastern, first people should have good relationships, give face to the other party. Then they should do quite a lot of communication work before formal negotiations, and make the negotiation results both nice and delicious. But for westerners, it should be straight, dont be too much emphasis on face problem. The key is delicious, good in the second.2.2.2 Time concept difference Eastern and western have different ideas on time. Generally speaking, because of the fast pace of life and work, people in western developed countries have a particularly strong concept of time, believing in the idea of time is money, they pay great attention to punctuality in business negotiations. Widely circulated in the west of Kant, Immanuel Kant is a famous saying: not to the old friend, or to a stranger, punctuality is the biggest manners. But in some economically backward countries, people often dont value time, in their view, time should be enjoyed. Therefore, in international business negotiations, the concept of time differences should be prepared.2.2.3 Personal relationship difference In collectivist cultures, people pay more attention to the harmonious interpersonal relationship, the dispute solution are often not completely rely on legal means, but often mainly depends on personal ties between the two sides. But in individualist cultures, people pay more attention to interests and everything is in accordance with the laws. China and Japan are the typical collectivism culture. People are hierarchical there, understanding each others level, social status is very important in negotiations. On the other hand, The United States is a typical individualistic culture, advocate individualism, so often straight in negotiations and they do not pay attention to establish contact in private. In the west, people know “guanxi” as they know kongfu. 2.2.4 Negotiation style difference Due to logical thinking, westerners pay more attention to the logical relationship between things. In the negotiations, they will start discussion on some specific issues. But the Chinese way of thinking is full, Chinese thinking mode is the overall orientation, everything is from overall to local, from general to specific. When reflecting to the negotiating table, they will form the case first, then practical program to solve the problem. That is to say, first clear the general principles of negotiations, and then agree to the specific problem. For example, when choose and use negotiation language, the American way of communication is more direct. They are usually expressing their thoughts in a simple, clear and frank way. In Oriental culture, in order to save the face of both sides, people often use vague statements. Even if you dont agree with each other, you should not reject or refuse directly. Therefore, related textbooks often remind people in the west, eastern said yes is not always the westerners understand the yes.2.2.5 Negotiation structure difference Composition of negotiations, as the legal framework and organizational Settings, is inseparable from the culture，involving structural factors such as the number of participants, the risk of cognitive problem number, the distribution of rights between participants, and the transparency degree of the negotiating process. In business negotiations in China, foreign representatives of usually are made up of 3 5 people while China may have more than 15 people. Foreign representatives should not only negotiate with Chinas rivals, but also indirectly or directly with the other party, such as relevant talks and head of government. In terms of rights allocation, Chinese negotiators would think that as the buyer is in a strong position in the negotiations, theres no doubt that in a strong position of negotiators can relatively have more advantages on his own proposal. For westerners, the negotiators both sides are equal, equal money transactions is the content of the negotiations.3. Impact of cultural difference on international business negotiationCultures influence on negotiation is broad and deep, different cultures will naturally divided people into different groups. The group differences, in geography, belonging to different cultural groups, will estrange people from each other, thus causing people to having communicate and communication barriers. When two people from the same country to negotiate, cultural identity often can accelerate the process of negotiation, but when it comes to two different cultures, it will be different.3.1 The skill of using languageCultural differences affect negotiation communication, reflected in every language process of negotiations. Language is communicating bridge of any country, any areas, and any nation. Although the languages used by negotiators have high phase eligibility in any cultures, language differences in international business activities are also obvious. In international business negotiations, people belong to different culture, have their own communication habits.For example, from high-cultural connotation countries, people often use implicit language to communicate, the negotiators may choose euphemistic and indirect way to express their ideas, only understand the condition of the speech can people accurately understand the real meaning of the other side; while low culture negotiators prefer flatly stating something to express their views. As a result, when the two different cultures have negotiations, negotiators tend to thinks the other side is too rough, while the other may think the sincerity of each others lack of negotiations, or misunderstanding of each others silence for the recognition of its proposed conditions, and in the in-depth communication, will often encounter obstacles.Japanese businessmen pay attention to politeness in communication, more use positive commitment, recommend and guarantee, and use threats, orders and warning remarks less. Japanese as a high language scene, in business negotiations, there are many used to signal speakers continue to speak and repeat some of the words information. In cross-cultural business communication, sometimes Americans thought Japanese partners agree with them, when in fact the Japanese are tactfully refused to. 3.2 The strategy of body languageBody language is not confined to hand or arm gestures, but covers a much larger area, referring to any little movement of any part of the body. In the high stakes world of international business, body language is a silent but powerful language, which make it a necessity to discuss the commonly used body languages, such as facial expressions, body postures, and body gestures, etc.Body posture is the way a person holds his/her body when he/she is walking or sitting. People have found that posture offers insight into a cultures deep structure and reflects a person s attitude toward people he is with. Body posture can be characterized and assumed for special purpose or it can correspond to the normal expectation in the context of a particular situation. When the speaker is slouched or erect his or her legs crossed or arms folded, such postures convey a degree of formality or relaxation. In the United States, where being casual and friendly is valued, people often fall into chairs and slouch when they stand; it is also common to see an American women sit with her legs crossed even during public meetings. Whereas，in many other cultures，such as Germany and Sweden, lifestyle tends to be more formal. Such postures are offensive and are often considered signs of rudeness or poor manners.Though people are normally not aware of it, most of them use gestures when they are talking. A body gesture is an expressive movement of a part of the body, especially the hand and head. It is used to express, confirm, emphasize or back up the speakers attitude or insertion. As a businessperson, he/she should bear in mind that gestures used within one culture are quite different from those used in another. For instance, the sign “OK”, making a circle with ones thumb and index finger is OK for one to show this gesture to an American. But business people are often advised that they be cautious to do that. Because in Japan and Korea, it signifies “money”, in French culture, it means zero or worthless, and among Arabs this gesture is usually accompanied by baring of teeth, together they signify extreme hostility. 3.3 The style of negotiationCultural differences affect negotiation style, which is the negotiators main bearing and the attitude in the negotiations activities, concerning the behavior, manner and method to control the negotiation process and means. Negotiating style can be divided into two types: Japan, South Korea for a typical representative of Oriental type of negotiating style and representative to the United States, Britain, for the western type of negotiating style. Japanese, for example, conservative, and pay attention to status, pay attention to credit and the first time cooperation, interdependence, and they are skilled in negotiation. They vary the attention in negotiations to establish harmonious interpersonal relationships, not in favor of direct and pure business activities. If people first time establishing trade relations with Japanese companies, when negotiate with Japanese, the personnel dispatched by field are the best rank and status, this will conducive to negotiations.In western culture, negotiating style is disparate. Americans often think business as business, and they insist on the principle of things, not the person. They pay attention to economic benefits, namely with minimal input to obtain the biggest benefit. Time is money, money is everything. This is what American standard of negotiations. American businessmen are often straightforward, impatient for success, straight. They dont like to use agents or consultants to participate in the negotiations. The impression is that they can say on behalf of the company.4. The strategy to cope with the culture difference in international business negotiation 4.1 Make a plan of negotiation Prepare well before negotiations. Negotiators should talks about in the complex situation, they must be fully prepared. Only fully prepared, they can handle flexible in the negotiation, and avoid conflicts of interest in negotiations. Due to international business negotiations involve widely, there are so many things to prepare, generally including their negotiators and negotiation opponents analysis, the composition of