中美文化差異對商務(wù)談判的影響【畢業(yè)論文】

1、<p><b>　　（20_ _屆）</b></p><p><b>　　本科畢業(yè)設(shè)計</b></p><p><b>　　英語</b></p><p>　　中美文化差異對商務(wù)談判的影響</p><p>　　Impacts of Cultural Difference

2、s on Sino-U.S. Business Negotiations</p><p><b>　　摘　要</b></p><p>　　隨著全球經(jīng)濟一體化進程的加快，中美兩國間經(jīng)濟貿(mào)易飛速發(fā)展，雙方商務(wù)交往活動越來越頻繁，商務(wù)談判的重要性也日漸顯現(xiàn)。然而國際商務(wù)談判中充斥著諸多復(fù)雜性，由于中西方之間文化的巨大差異，中美兩國進行商務(wù)談判時難免會遇到一些沖突或不必要的誤

3、解。因此，談判者在談判前深入了解兩國文化差異顯得十分必要。中美雙方在談判中必須增強文化差異的敏感性，制定出商務(wù)談判的有效策略，使談判能夠順利開展。</p><p>　　本文首先介紹國際商務(wù)談判的概況，介紹談判中會受到哪些因素的影響。然后著重分點闡述中美文化的差異及其在兩國談判中所起的作用，并且舉中美商務(wù)談判中的案例來分析不同的文化背景中所產(chǎn)生的問題。最后從中得出啟示，理清談判中特別要注意和避免的問題，制定出合理制

4、勝的談判策略，使雙方順利達成商務(wù)談判。</p><p>　　關(guān)鍵詞: 商務(wù)談判；文化差異；中美；談判策略；影響 </p><p>　　Abstract </p><p>　　With the accelerated global economic integration, the economy and trade between China and U.S

5、. are developing rapidly. Business activities become more frequent in these two countries. And the importance of business negotiation is increasingly obvious. However, international business negotiations are in great com

6、plexity. Due to great differences between China and western culture, it is unavoidable to meet with some conflicts or unnecessary misunderstandings in Sino-U.S. commercial negotiations. T</p><p>　　The paper

7、first gives a general introduction of the international business negotiation, pointing out the main factors which may influence negotiations. Then it focuses on analyzing different cultural background between China and U

8、nited States, pointing out some culture impacts on negotiations and giving several examples to explain how they influence these two countries in business negotiations. Finally, the paper raises some problems which should

9、 be noted or even avoided, and puts forward some r</p><p>　　Key words: Business negotiation; Cultural differences; Sino-U.S.; Strategies; Impact </p><p><b>　　Contents</b></p>

10、<p>　　AbstractⅡ</p><p>　　1. Introduction1</p><p>　　2. Cultural Differences Between China and U.S. 2</p><p>　　2.1. Values3</p><p>　　2.2. Perspective of Face

11、4</p><p>　　2.3. Sense of Time4</p><p>　　2.4. Verbal and Non-verbal Communication...5</p><p>　　2.5 Thinking patterns5</p><p>　　3. Cultural Impacts on Sino-U.S. B

12、usiness Negotiations6</p><p>　　3.1. Hard to Unify The Agenda in Business Negotiation6</p><p>　　3.2. Hard to Unify The Decisions in Business Negotiation7</p><p>　　3.3. Risk for

13、 Reaching an Impasse in Business Negotiation7</p><p>　　3.4. Risk for Misunderstanding in Business Negotiation8</p><p>　　3.5. Risk for Final Break in Business Negotiation9</p><p&g

14、t;　　3.6. Case Study9</p><p>　　4. Strategies and Recommendations for Chinese Negotiators10</p><p>　　5.Conclusion12</p><p>　　Bibliography13</p><p>　　Acknowledgemen

15、ts14</p><p>　　1. Introduction</p><p>　　When the wheel of history enters the 21st century, a new world economy pattern is unfolded before China's eyes. China speeds up to the world, and the

16、world is eager to embrace China. Economic exchanges between China and the world are deepening. Opportunities and challenges are both existing in international business activities.</p><p>　　In international b

17、usiness negotiation, cultural difference is an extremely important and verbose variable. Traits of International business negotiations are multinational and multiracial. Negotiators from different countries and areas hav

18、e obvious differences, such as values, non-verbal communication, way of thinking, etc. It is these cultural differences that get the negotiations into deadlock or even a failure. Thus, besides those basic skills, it is v

19、ery important to know the influences cause</p><p>　　As one of the key elements in international trade, international business negotiations are significant to the micro benefits of enterprises and the macro b

20、enefits of the country. WTO accession means that China will carry out business activities in the new framework, in accordance with international conventions and it is also proposed to update the higher demands for our in

21、ternational business negotiators.</p><p>　　The United States is China's largest trading partner and common opponent in business negotiations. As more and more American multinational enterprises establish

22、ed in China, dealing with the Americans will be commonplace. Americans are highly individualistic and advocate freedom. They are in pleasant personality, confident, resolute, practical and materialistic. Everything is ju

23、dged by "success or failure" towards them. Therefore, they are straightforward, direct, efficient and pursuing materiali</p><p>　　Chinese businessmen are deeply influenced by their more than 5000 y

24、ears' history and culture, among which are the equalization of landownership theory, ethics, hieroglyphic language and the prudential psychology. Therefore, they are usually guided along the eight principles in a neg

25、otiation: relation, intermediator, social class, interpersonal harmony, the overall idea, thrifty, pride, tough. (Zhang Xiaoqian, 2008)</p><p>　　International business negotiation is a behavior process that

26、people from different countries or different parts communicate with each other through information and make a consultation on each transaction in international business activities, in order to strike a bargain. Internati

27、onal business negotiation is a key component of international business activity, the main part of the international business theory, and the extension and development of the business negotiation. </p><p>　　I

28、nternational business negotiation is regarded as a ubiquitous and indispensable means in foreign trade and economic activities. It is used to avoid conflicts between business sectors of different countries and achieve co

29、mmon interests. (Liu Yuan, 2007)</p><p>　　Due to different position and specific objectives of negotiators, the negotiation process is full of complex conflicts and contradictions. It is these conflicts and

30、conditions that make it necessary for negotiation. And how to solve these conflicts are what negotiators should do. </p><p>　　This paper focuses on the differences between Chinese and American culture and th

31、eir impacts on international business negotiations. It elaborates cultural differences in values, perspective of face, sense of time, verbal and non-verbal communication and thinking patterns. And it is supplemented by c

32、ases to analyze problems arising from different cultural background. It also clarifies issues and problems that need to be noted and avoided in negotiations. Finally, it develops a series of reasonab</p><p>

33、　　Cultural Differences Between China and U.S. </p><p>　　Culture is a specific attitude and value system of a nation. It constitutes human behaviors of life and work. All nations gradually develop their own c

34、ultural tradition and pattern on the earth because of their specific history and geography. (Liao Lirong, Chen Yi, 2007) Culture mainly covers four aspects: values, verbal and non-verbal communication, customs, way of th

35、inking which have great influence on international negotiations. (Yang Xiaohui, Yan Xu, 2008)</p><p>　　There are great differences between Chinese and American negotiation style, and that culture can influen

36、ce the way in which people perceive and approach certain key elements in the negotiation process. A good knowledge of these differences in two cultures may help negotiators to better understand and interpret their counte

37、rpart's negotiation behavior and to find ways to bridge gaps created by these differences. </p><p>　　A senior businessman even affirmed,"if you can effectively overcome cultural barriers, the volume

38、 of US investment can increase twice than now." And how to effectively overcome cultural barriers depends on the understanding and application of negotiators on "how cultural difference influences the internati

39、onal business negotiation". (Xu Zhongming, 2009)</p><p>　　2.1 Values</p><p>　　In both Chinese and western culture, values difference is one of the most popular issues which is researched be

40、tween Chinese and Western culture. US scholar M. Rockeach thinks, "value is a lasting persuasion that what is the best behaviour, or a belief system which arranged according the importance." (Guan Shijie,1995)

41、Chinese scholar Li Deshun (1993) make a definition about value from the form and function, "Value is the spirit of pursuing the target system which consist of people's view to the</p><p>　　China has

42、 a long history of thousands of years, while America only has a short span of hundreds of years. During the historical development, both parties have developed different values. Values are standard to measure human behav

43、iors and their results. They are affecting the way that people’s understandings to the problem and also bring strong emotional impacts. </p><p>　　Values differences between China and America mainly embodied

44、in collectivism and individualism. Chinese value is collectivism. It is a kind of Confucianism whose core is humanity, and promotes a harmony between human and society. Chinese attach great importance to a specific colle

45、ctive interest or value. However, American culture is individualism, a kind of personal philosophy. "It regards individual as the center. They emphasize their own values very much, and take individual success as val

46、ue o</p><p>　　2.2 Perspective of Face</p><p>　　Chinese care more about face than Americans. Compare "respectability" with "interests", Chinese people tend to choose "res

47、pectability" at the negotiation table. It is due to the group consciousness in Chinese culture. Without face, they can't live in the group, or even abandoned by the society and community. Americans would choose

48、"interests" without hesitation. Some western negotiators mentioned in their works, to tell others to make full use of this character when bargaining with the Chinese. </p><p>　　2.3 Sense of Time<

49、;/p><p>　　Chinese and Americans have obvious differences on sense of time. Americans often make a good arrangement of time in life, and have a good habit of dating on time. In western countries, one must inform

50、 in advance about his visiting aim, the agreed time and place before he visits someone. On this point, Chinese people are so ad arbitrium that can't make the Americans feel adaptive. Hall (1959) points out, "Ame

51、ricans treat time as goods-- get it, to spend it, and save it, to waste it. People live w</p><p>　　If you occupy one's time without permission, you will be thought to have stolen his dollars. In Chinese

52、culture, "work from dawn to dusk" is a thousand years’ life style. Chinese people often forgive lateness if someone has reasons.</p><p>　　"Time is money." almost has been a creed for Amer

53、icans. Following is a case about two different attitudes towards "time":</p><p>　　An American businessman went to Beijing for a business negotiation with one Chinese company. But he only had one we

54、ek's scheduling. The first day, Monday, he arrived. Chinese businessmen held a large-scale banquet for him with countless variety of manners. The next day, the Chinese party took him to the Great Wall, Summer Palace

55、and other places of interest without talking about the negotiation. The third day, when the American businessman was invited to play golf, he felt unhappy and asked," Wh</p><p>　　(Vctor A.Kremenyuk, 200

56、4)</p><p>　　From above, we can see that time is an infinite resource for the Chinese. In their view, to take time to build relationships at first is very important. It's a part of the negotiation. It can

57、 not only create a harmonious atmosphere but also reflect the quality of Chinese hospitality. Americans don't do so. They think, it is a waste of time and inefficient. They like straight to the point and complete eac

58、h negotiation as soon as possible. It can clearly be seen that these two very different attit</p><p>　　2.4 Verbal and Non-verbal Communication </p><p>　　There are two forms in communication: ver

59、bal and non-verbal language. Americans express themselves frankly, while Chinese people often in a roundabout way. Once asked for something, the Americans usually give a definite answer, but the Chinese advocate that &qu

60、ot;Silence is golden ". Dealing with Americans, we should be clear about "yes" and "no". This is a basic principle. If you cannot accept the terms, don't palter with them.</p><p>

61、;　　Unlike words, non-verbal communication is clear in signs and meanings. It is easier to be misunderstood by two parties under different culture background. For example, a Chinese says "sorry" with a smile whe

62、n he makes an apology, it may be mistaken as no sincerity. "Look with fixed eyes" has two different meanings. Chinese express their curiosity and surprise, but Americans think it is impolite, and makes people v

63、ery embarrassed. Therefore, understanding of non-verbal expression is very necessar</p><p>　　2.5 Thinking patterns</p><p>　　Thinking patterns have a social and cultural property. It refers to fo

64、rms of reasoning and approaches to problems’ solutions which differ from culture to culture. Because of respective geographic position, natural environment, ethnicity and historical changes, religious beliefs, customs an

65、d cultural differences, the East and West have developed different thinking patterns with their own national culture in consideration and cognizance. A logical, reasonable way of thinking in one culture may be </p>

66、<p>　　Cultural Impacts on Sino-U.S. Business Negotiations</p><p>　　Cultural differences between China and America have many impacts on Sino-U.S. business negotiations. To be familiar with these impact

67、s can help negotiators better deal with some situations.</p><p>　　3.1 Hard to Unify the Agenda in Business Negotiation </p><p>　　Different thinking patterns make it hard to unify the business ag

68、enda. American thinking pattern is a practical orientation. They are willing to spend much time on details because they generally think it is the essence of the problem. They tend to break complex negotiations into minor

69、 ones, such as price, packaging, delivery and so on, then solve them one by one. They are matter-of-fact, and strive for high real interest, so they won't be on wild speculation. </p><p>　　Chinese thinki

70、ng pattern is a comprehensive mind. In their opinion, negotiation is an overall consideration. Therefore, Chinese negotiation style is "first principle, then details". This mind-set helps Chinese negotiators in

71、 an advantageous position of a bargain in most cases. And Americans always are not adapted to it. </p><p>　　In a negotiation, Americans wish to get a definite decision in the end. That is, to sign a contract

72、 with the opposite side. Once the contract is signed, they regard it an ending. Americans stress on equality and objectivity, and often relies on a contract to safeguard their rights and obligations, so their agreements

73、look meticulous and long that make the Chinese unhappy. Thus, the negotiation maybe cannot continue. </p><p>　　3.2 Hard to Unify the Decisions in Business Negotiation </p><p>　　Since there are d

74、ifferences between high and low range of right culture, decisions in business negotiation of both parties may be hard to unify. For a negotiation, the decision-maker in American team often personally involves. Others exp

75、ress their own idea warmly. American team can make decisions directly, instead of going back for a discussion, for they think, responsibility, rights and accurate information are closely connected with each other, and mu

76、st be in the charge of man. Everyone should</p><p>　　Under group orientation, Chinese people pay attention to the group which they belong to. Well, the leadership is represented by one. When negotiating, dis

77、cussion is gradually ruminated, again and again consulted by the unit, finally by the supreme decision-maker group. Chinese negotiators often exchange views on the whole group to coordinate action before, in and after ne

78、gotiations. If the proposals go beyond the authority of the Chinese representatives, they have to ask the leadership to apply </p><p>　　3.3 Risk for Reaching an Impasse in Business Negotiation </p>&l

79、t;p>　　A harmonious atmosphere makes negotiation smooth, otherwise it will probably reach an impasse. "Acquaintance" and "relations" have their special meaning and significance. For Chinese people,

80、a harmonious atmosphere is an important link in negotiations. Once a friendship or acquaintance is established, generous offers appear, confidence and tolerance increase. Therefore, Chinese people have more verbal stipul

81、ations. Americans don't do so. They believe that business is business, and seldom use gre</p><p>　　Once disputes happen, what Chinese negotiators think first is how to win the support of the public. An o

82、ld Chinese saying goes, "A just cause enjoys abundant support while an unjust cause finds little." It has a special meaning and significance in their hearts. Thus, many problems that should be solved by the law

83、 are usually dealt by public opinion. Americans have a strong sense of legality. They think, economic interest is the most important thing in business. The fairest and best solution to e</p><p>　　3.4. Risk f

84、or Misunderstanding in Business Negotiation </p><p>　　In western culture, people only do one thing during a period of time. Whether for business or social contacts, people all are punctuality. Being late for

85、 business negotiation or other meetings will be punished. People are strictly in accordance with mutually agreed deadline, and write it into the contract. That is, to use legal means to ask both sides to observe the limi

86、ted time.</p><p>　　In eastern culture, time is an endless and unlimited resource. People emphasize the completion of the transaction and participation. They don't stick to a clock. Foreign businessmen of

87、ten complain about it. Considering about the rhythm, Chinese negotiation is faster.</p><p>　　Non-verbal communication is as important as verbal communication. However, there exist many communication disorder

88、s. For example, it is impolite to stare at others in Chinese culture, while in America, people think that talking with eye-fixed means polite. Such different understanding will make both sides misunderstand that they are

89、 not respected by the other party. </p><p>　　When Chinese delegations arrive in western countries, if not treated all the time, they will misunderstand that their visit is left in the cold. On the contrary,

90、Chinese will accompany their western guests everywhere which gives them a misunderstanding of distrust.</p><p>　　To care much about a foreign senior visitor, one would be always wrongly regarded as a kind of

91、 unspoken preferences of his company or product. In fact, it is merely the Chinese hospitality, but it finally leads to a disappointment or complaint.</p><p>　　Americans do not give others presents randomly,

92、 but they are very particular about the packing, for packing and packaging of goods play an important influence in America. Besides, we should be careful not to send even numbers of presents to Americans, because the sin

93、gular is auspicious to them.</p><p>　　3.5. Risk for Final Break in Business Negotiation </p><p>　　Chinese negotiators prefer to build a good long-term business relationship. In their minds, the

94、establishment of a contract represents the beginning of a mutually beneficial cooperation. The ultimate goal for Americans is to sign a contract for their economic benefit. Signing a contract is regarded as the fundament

95、al task and a value of one's personal interests in America. Unlike the Chinese who attach great importance to friendly cooperative partnership, Americans pay more attention to the prac</p><p>　　Chinese b

96、usinessmen are permissible to change the terms of the contract. While for the Americans, once the contract is signed, they attach great importance to legality and they are ready to court. Chinese businessmen often use et

97、hical standard to judge others. The more important thing in negotiation is the other party member's integrity. They always neglect risk-control from the law. However, Americans care more about the laws of the other c

98、ountry. Meanwhile, they fix the outcome of negotiations</p><p>　　3.6. Case Study</p><p>　　The following is a case of Sino-U.S. negotiation which is related to problems in high-low context commun

99、ication. </p><p>　　I had the experience to take part in a negotiation with an American company. After one-week negotiation, there were still many problems unresolved. Finally, the technical discussions gave

100、way to the issue central to most negotiations in most countries: Price. This proved to be the most difficult of a11. We Chinese began by asking for a 20 percent price discount. The Americans thought this was a simply out