商務(wù)溝通參考模板

1、前 言溝通是人類活動中至關(guān)重要的一項基礎(chǔ)性工作，而商務(wù)活動中的溝通有效與否直接影響到企業(yè)的產(chǎn)出和效益，日本松下集團的創(chuàng)始人松下幸之助曾經(jīng)說過：“企業(yè)的活動過去是溝通，現(xiàn)在是溝通，將來還是溝通?！?1世紀(jì)的中國是走向廣泛國際合作的中國，自中國加入WTO以來，國際著名跨國集團公司、金融機構(gòu)、工商企業(yè)紛紛來中國設(shè)立分支機構(gòu)、分公司，招聘大量中國雇員。同時，中國工商貿(mào)易企業(yè)，特別是大量的私營企業(yè)也在不斷地加大出口力度，在國內(nèi)外建立跨國公司，聘用來自不同文化背景的雇員。因此，在應(yīng)用型商務(wù)英語本科人才培養(yǎng)中把跨文化的商務(wù)溝通能力的培養(yǎng)放在主要位置已成共識。本教材編寫宗旨是編輯一部適合中國國情的商務(wù)溝通教材

2、。國外英文版的書籍對溝通理論、溝通技巧都有全面、精辟的論述，但其溝通思路和側(cè)重點與中國國情有比較大的差異，使中國學(xué)生在理解和應(yīng)用上有較大困難；國內(nèi)中文版教材受傳統(tǒng)教材編輯思路的影響，幾乎千篇一律由宏觀到微觀的“安全”、“可靠”、“規(guī)范”的編排格式。有鑒于此，作者根據(jù)多年的跨文化交際和商務(wù)溝通的教學(xué)經(jīng)驗，參考了大量國內(nèi)外最新的相關(guān)材料，編寫了這本商務(wù)溝通基礎(chǔ)教材，希望該教材既適合中國商務(wù)國情，又能為高等學(xué)校英語及相關(guān)專業(yè)學(xué)生以及商務(wù)人員切實提高商務(wù)溝通理論與技巧，同時增強他們的英語語言能力。全書共分為三大部分，15章。第一部分為商務(wù)溝通的基礎(chǔ)理論，包括溝通策略，商務(wù)溝通的定義、分類、作用，跨文化

3、溝通、商務(wù)人文地理、溝通的性別差異等等。第二部分為商務(wù)溝通技巧，包括自我溝通、說服溝通、公眾演說技巧、辯論技巧、非語言溝通、團隊溝通等等。第三部分為商務(wù)溝通的綜合運用，包括書面溝通、商務(wù)談判、會議溝通、溝通中的欺辱與對策、面試溝通、自主創(chuàng)業(yè)等等。本教材希望體現(xiàn)如下主要特色：1、目標(biāo)清晰，重點突出。商務(wù)活動中的溝通內(nèi)容十分豐富，有效與否直接影響到企業(yè)的產(chǎn)出和效益，本教材以效益與產(chǎn)出作為衡量標(biāo)準(zhǔn)，共精選出15章內(nèi)容，每章內(nèi)容精煉，重點清晰，絕無無謂的浪費。2、知識體系完善，技能涵蓋全面。三大部分15章節(jié)包括了商務(wù)溝通的基礎(chǔ)理論、溝通技巧和綜合應(yīng)用，結(jié)合中西方教材編寫的多項優(yōu)點。3、本教材內(nèi)容深入淺

4、出，形式生動活潑，強調(diào)師生互動。每章第一部分是名家名言等精辟論述，具有畫龍點睛的功效；導(dǎo)入練習(xí)包括案例分析、開篇故事、問卷調(diào)查等，深入淺出、趣味性較強。融理論入操練，汲知識于互動。4、與時俱進，緊跟時代步伐，充分體現(xiàn)本學(xué)科的現(xiàn)當(dāng)代研究成果。溝通中的性別差異、溝通中的欺辱與對策等章節(jié)都為商務(wù)溝通作了首創(chuàng)。5、凸顯中國文化，使中國學(xué)生不但能了解西方溝通的觀點，也能從我國特定的人文環(huán)境中體會商務(wù)溝通的特色。在介紹商務(wù)溝通基礎(chǔ)理論、商務(wù)溝通技巧、商務(wù)溝通綜合應(yīng)用中時時涉及中國元素，認為只有在中國特定環(huán)境中的應(yīng)用才是有效的應(yīng)用。2 / 186、倡導(dǎo)學(xué)以致用，力求理論結(jié)合實際，加強對學(xué)生的說服力。通過教學(xué)

5、，要求學(xué)生能在掌握理論知識、溝通技巧的基礎(chǔ)上綜合運用到實際的商務(wù)活動中去，教材所涵蓋的商務(wù)談判、面試溝通、自主創(chuàng)業(yè)等章節(jié)主要是為了培養(yǎng)學(xué)生學(xué)以致用的能力。本教材已在四屆英語專業(yè)本科學(xué)生，非英語專業(yè)后續(xù)課程中試用，取得了較好的教學(xué)效果。學(xué)生通過理論學(xué)習(xí)、課堂內(nèi)外小組任務(wù)、案例分析、教學(xué)實踐等手段，學(xué)習(xí)了商務(wù)溝通的理論與技巧。本教材還適用于相關(guān)專業(yè)的商務(wù)溝通教學(xué)和廣大商務(wù)人士的商務(wù)溝通培訓(xùn)教材，使用者可根據(jù)內(nèi)容安排一個學(xué)期教學(xué)，也可根據(jù)需要選擇其中章節(jié)教學(xué)專題學(xué)習(xí)和討論。英國北安普頓大學(xué)Dave Burnapp博士對本書稿進行了細致的審閱，并提出了不少中肯的意見。臺州學(xué)院外語學(xué)院王秀萍院長、紹興文

6、理學(xué)院經(jīng)濟管理學(xué)院曹冬梅、外國語學(xué)院段超英、馬嫣、杜一煒、莫小潔、朱超琴、徐紅參與了本教材的編寫與校對工作。編輯為此書的出版作了大量的辛勤努力和具體工作，借此機會一并表示由衷的感謝。教材在教學(xué)中得到改進，但由于編者水平有限以及其他客觀原因，書中遺漏與錯誤在所難免，希望本教材的使用者提出批評和建議，以便不斷改進。周仕寶 2009年5月于紹興ContentsChapter 1 Getting Ready: Business Communication Fundamentalsi. The Definition of Business Communicationii. The Function of

7、 Business Communicationiii. The Categories of Business Communication iv. The Characteristics of Business CommunicationvHomeworkChapter 2 Communication Strategies i. Peter Hartley Model (Linear Model)ii. Ronald. B. Adler Model (Interactive Model)iii. Mary Munter Model (Circular Model)iv. HomeworkChap

8、ter 3 Intercultural Communication i. Understanding Cultures and Communicationii. High Context or Low Context?iii. Developing Intercultural Business Communication Skillsiv. Business Anthropogeography: Doing Business around the Worldv. HomeworkChapter 4 Gender Difference in Communication i. Gender Dif

9、ferenceii. Psychological Difference between Men and Womeniii. Educationiv. Men and Women at Workv. Women in Negotiation vi. How to Sell to Women?vii. HomeworkChapter 5 Persuasive Skills (1)i. Persuading Oneself before Othersii. Setting Personal Objectiveiii. Developing the Relationshipiv. Understand

10、ing Human Motivationv. HomeworkChapter 6 Persuasive Skills (2)i. Asking the Right Questionsii. Applying the Power of Personalityiii. Choosing the Right Approachiv. HomeworkChapter 7 Non-verbal Skillsi. The Significant Role of Non-verbal Communicationii. Non-Verbal Delivery Skillsiii. Non-Verbal List

11、ening Skillsiv. HomeworkChapter 8 Public Speaking Skillsi. Fighting Down Your Terrorii. Presentation Skillsiii. Debating Skills: To Be or Not to Beiv. Knowing How to Say Nov. Homework Chapter 9 Teamwork or Connection Work?i. What is a Team?ii. How to Build an Effective Team?iii. Chinese Employees: R

12、eady for Teamwork? iv. HomeworkChapter 10 Business Writing i. Fundamentals of Business Writing ii. Business Writing Processiii. Writing Letters, E-Mails, Memos and Reports iv. HomeworkChapter 11 Business Negotiationi. The Procedures of Business Negotiation ii. Preparation for Negotiationsiii. Proces

13、s of the Negotiation and Negotiation Tacticsiv. The Principle: A Win-Win Gamev. HomeworkChapter 12 Shining Yourself in Meetingsi. Why Have Meetings?ii. What Makes Meetings Effective?iii. How to Shine Yourself in Meetings?iv. HomeworkChapter 13 Being an Interviewer Killeri. An Interviewii. Job Interv

14、iew iii. Qualities Employers Seekiv. Being an Interviewer Killerv. HomeworkChapter 14 Bullying at Work i. What Is Workplace Bullying?ii. How Does Bullying Affect?iii. What to Do about Bullying?iv. HomeworkChapter 15 Starting Your Own Businessi. Six Steps to Start Your Own Businessii. Seven Habits of

15、 Effective Peopleiii. Win in Chinaiv. 名家語錄v. 關(guān)于創(chuàng)業(yè)的17個“真實謊言”vi. HomeworkAppendicesAppendix 1 Exercises for Personal AssessmentAppendix 2 世界各國貨幣名稱Appendix 3 地方經(jīng)濟統(tǒng)計（紹興為例）Chapter 1 Getting Ready: Business Communication Fundamentalsl Communication is like the air you breathe; its everywhere!l Human commu

16、nication is as old as mankind. Adults spend about 70% of their waking time communicating.l Everyone knows the importance of communication but we are seldom trained to better our communication skills. (Carnegie Foundation for the Advancement of Teaching) Wife: We will have to go to supermarket tomorr

17、ow. Husband: Why?Wife: Why do you think?i. The Definition of Business Communicationii. The Function of Business Communicationiii. The Categories of Business Communication iv. The Characteristics of Business Communicationv HomeworkOn Monday morning, Mr. Li, CEO of Rising Sun Incorporated, started to

18、deal with a pile of documents which his secretary puts on his desk every working day.On opening the first page, the bell rang. It was Mr. Robinson, CTO of the corporation, who called to notice about his resignation. The rumor came true that a strong rival had headhunted Mr. Robinson, who got a full

19、grip on the firsthand information of the newly developed products. Mr. Robinson hung up before Mr. Li could make any explanation.Nervously pacing on the floor, Mr. Li lost his mind, when his secretary entered to report that quite a few employees showed their discontent on the downsizing plan. They c

20、omplained a lot, especially about the case of Lao Liu, who had contributed almost his whole working life to the company, and three representatives were waiting at the meeting room for some explanation from CEO.Mr. Li was really worried about how to face those fevered laid-off employees because the d

21、ownsizing plan itself is a discouraging step. He paced onHas the rival already got the information?Is it necessary to contact the rival company?Is it better to negotiate with CTO face-to-face?Shall he report to the board?How can he explain to the laid-off employees about the actual situation of the

22、corporation?Communication, in business setting, is like the air you breathe; its everywhere! A CEO, a manger, a supervisor, a group leader or even a common employee, should have the comprehensive competence of communicating, which serves as a key factor in fulfilling a task or getting promoted.i. Th

23、e Definition of Business CommunicationWhat is communication? There is a fundamental, powerful, and universal need or desire among humans to interact with others. Communication in the business setting is the single most important leadership skill and the most important organizational topic to be disc

24、ussed in this textbook.Communication derives from a Latin word, commnuis, which means common. Communication is “the exchange of meanings between individuals through a common system of symbols” (Britannica, Volume 3, P496)Communication can be defined as a two-way transfer of meaning. Two-way implies

25、that communication is an interactive process with information both being sent and returning. Transfer in the definition implies that the meaning must get from one person to another. Therefore, the message must go through some medium. Meaning in the definition is the most complicated part since sever

26、al concepts associated help understand communication. 1) Meanings come from both inside the communicator and the context (environment) of the communication. When you are communicating with a different person or the same person in a different environment, the meaning will change. 2) People develop me

27、anings for communication symbols based on their experience. Since no two people have the same experience, no two people will have the same meanings. 3) Words do not have meanings, only people have meanings. The word word does not mean anything except for being a collection of lines. But I know what

28、word means to me and you know, too. When we share a common meaning, we can communicate. 4) To change peoples meanings for things, you must change their experiences. People will relate to the concept of stress management from working under stress quite differently that they will from just reading abo

29、ut it in a book. 5) As experiences changes, peoples meanings change. The person we meet today will not be the same as the one we knew in college ten years ago or the one who is represented on the résumé. Business communication, communication in the business setting, normally refers to effe

30、ctive communication achieved in a series of business activities in organizations that are changing to meet new social, economic and technological demands. This book focuses on commercial organizations, but the main principles also apply to non-commercial and voluntary sectors, and to small, medium a

31、nd large enterprises.ii. The Function of Business CommunicationMr. Matsushita, the founder of Matsushita Group, attached great importance to communication as once he said, “corporate governance in the past is communication, communication, or communication in the future.” 溝通，是管理者的第一技能！In some TV inte

32、rview, Michael Jordan and Scottie Pippen, two shining stars in the Dream Team of NBA - Chicago Bulls expressed almost with one voice, “Communication is the soul on the basketball court. It will be the doomsday of Chicago Bulls without our eye contacts, facial expressions and gestures.”The function o

33、f business communication can fall into the following 6 points:l Transferring InformationMarkets are battlefields. Business opportunities are favorable only to those already prepared and good at seizing. Timely collection, scientific analysis and accurate evaluation of firsthand information will cont

34、ribute a lot to seizing business opportunities. The firsthand information includes strategic objectives, policies and principles of the government, the status-quo and development trend of the enterprises of its kind, the latest development of consumer markets, common value orientation, etc.Simultane

35、ously, along the process of the enterprise development, inner communication should always receive best attention. Information exchange is the first manager. Communication between each department is the base of business management.l Promoting InnovationMany heads are definitely better than one. 

36、 The horizons will spring wide upon one word from another person which is much better than ones rumination. Therefore, brainstorming is always a first choice facing a hard nut. Innovation usually derives from discussion, reflection, debating and united exploration. l Improving Interpersonal Relation

37、shipEffective communication between the management and the labor will result in motivating the employees. If the executives forget that the employees are the first important assets of the organization, what they get back will be indifference and inefficiency.Through communication, the employees can

38、set their moods to meet their social needs by showing their frustration and satisfaction. Interpersonal relationship is improved after releasing the stress and pressure.l Establishing Better Corporate ImageAs a cell of the business sector, an enterprise develops in accordance with the cooperation an

39、d competition with other organizations, such as the suppliers, the distributors, the customers, the banks, and the media. Dynamic and uncertainty is the only definite factor in the survival process of an enterprise amidst the rapid changes in the international markets. Effective communication helps

40、recognizing challenges and establishing better corporate image to stand as a mainstay in the sector.l Stabilizing the WorkforceStatistics show that 70% of the faults in management are caused by bad communication. Management cannot exist without communication. Successful executives spend over 60% of

41、their waking time communicating. Communicative skills are indispensable to leadership. Communication, from a psychological aspect, is a process of an executive influencing the talents through his own attitude, value, emotion and behavior.l Reducing Organizational RisksReducing risks is one of the ke

42、y functions of a managing system which may become a question of “to be or not to be” to an organization. Communication is forever the best way in coping with crises. Facing crisis as grave worksite accidents, communicating with all related sectors, collecting all information involved, seeking for so

43、lutions, communicating with the media and the employees will be of vital importance.iii. The Categories of Business Communication The classification of business communication categories differs according to different research angles. There are normally 6 different categories of business communicatio

44、n.l One-way Communication and Two-way CommunicationWith the difference of feedback, communication can be divided into one-way communication and two-way communication. One-way communication, such as oral or written notice, instruction, prevails in its promptness, good sequence and without disturbance

45、 though with low efficiency and acceptability. In two-way communication, it is much easier for the transmitter to learn how the receiver understands the information and on the other hand, the receiver can verify what he interprets.l Formal Communication and Informal CommunicationWith the difference

46、of preparation, communication can be divided into formal communication and informal communication. Formal communication includes business negotiation, presentation, and business correspondence which are demanding in preparation with the features of seriousness and accuracy. All the tone, structure,

47、diction or even punctuation may affect effective communication. Informal communication, or “internal transfer”, exists in corporate activities at various levels which can be unplanned and unprepared.l Verbal Communication and Non-verbal CommunicationWith the difference of information vehicle, commun

48、ication can be divided into verbal communication and non-verbal communication. Verbal communication is communication based on the vehicle of language. It can be subdivided into oral communication and written communication. Oral communication is normally the most efficient way since most people like

49、face-to-face interpersonal communication while the main disadvantage of it is lack of written record. Written communication with document, bulletin, memorandum, email, facsimile, letter, report, recommendation and instruction prevails in its function of long-term record and more considered organizat

50、ion.Non-verbal communication is an important subset of face-to-face communication and public presentations. Whenever the receiver can see the person who is talking to them, they will learn much from the speakers: facial expressions, tone of voice, eye contact, body posture and hand gestures. If the

51、speaker sends a double message, the person is more likely to believe the non-verbal message than the words. A psychologist Mehrabian drew a conclusion through a series of psychological experiments, that “value placed against body language and voice tone is as follows: Tone of Voice 38%+Body Language

52、 55% +Words Used 7%.”(Mehrabian and Ferris, 1967) l Interpersonal Communication and Group CommunicationWith the difference of communication body, communication can be divided into interpersonal communication and group communication. Interpersonal communication, as the name suggests, is communication

53、 between persons on emotions, attitude, interest, opinion and noble character. Self communication, a process of developing self-awareness, is a unique part in interpersonal communication where one learns to improve by understanding oneself.Communication within groups is called group communication. B

54、usiness negotiation is usually a form of group communication.l Internal Communication and External CommunicationWith the different setting of communication body, communication can be divided into internal communication and external communication. Internal communication within the organization consis

55、t of three ways, i.e. instructions dictated from the managing level, reports from lower levels, and communication between parallel departments.External communication refers to the communication between two separate communicating bodies. No enterprise can do without communicating with other organizat

56、ions. Therefore, most companies have public relations department to cope with external relations as suppliers, customers, investors, bankers, officials and media. l Innercultural Communication and Intercultural CommunicationWith the difference of cultural background, communication can be divided int

57、o innercultural communication and intercultural communication. Communication within the same cultural background runs much more smoothly than in a cross-cultural way. The difference in tradition, ideology, value, attitude, living environment, and religion, often leads to various cultural shocks. But

58、, cross-cultural communication proves to be inevitable in business activities at the present time. Figure 1.1 gives a good example of the distinct difference between American and Japanese negotiation styles. Comparison between American and Japanese Negotiation Styles AmericanJapaneseDirectIndirectDecis