从建立商务关系的角度对比中美商务礼仪论文定稿

1、本科生毕业论文从建立商务关系的角度对比中美商务礼仪院（系）：外语系专业：英 语学号:xxxxx学生姓名：xxxxxx指导教师：xxxx教授2011年6月a thesis for the degree of b. a.a comparison of chinese and american businessprotocols: from the perspective of initiating businessrelationshipsdepartment: foreign languages departmentspeciality: englishregistration number:

2、xxxxcandidate: xxxxsupervisor: xxxxxx, professorjune, 2011acknowledgementsfirst, i must express the heartiest gratitude to my supervisor, professor xxxx. her patient help makes it possible for me to write the paper under this topic. i am extremely grateful to her persistent guidance and correction a

3、long the writing process. without her help, i cannot finish the thesis completely.secondly, my gratitude goes to the foreign languages department ofxxxx, which has provided a good study environment through my college years. the teachers here are always ready to give hearty help and care i have learn

4、ed from them not only knowledge of english, but also the strict and earnest study spirit.moreover, my special thanks are due to my friends and classmates. they have been urging me in the process and our communication has brought me unexpected help with the thesis.last but not least, i want to thank

5、my parents who have been kindly encouraging me along the writing process. i feel indebted to their wholehearted spiritual and economical support for my higher education.abstractwith the development of economic globalization, the sino-us commerce activity becomes more and more frequent day by day. th

6、e good utilization of business protocols can not only help the enterprise initiate a good business relationships, but also make a perfect foundation for the furthermore business negotiations. therefore, it has become an important research task to make a comparison of sino-us business protocols from

7、the perspective of initiating business relationships.this paper makes a comparison of sino-us business protocols from the perspective of initiating business relationships. by using the cultural values to analyze the reasons of some sino-us business protocols9 differences from the perspective of appo

8、intment seeking, greeting behavior and giving gifts, this paper gives some pieces of advice to the sino-us business negotiators so that they can adjust the business protocol utilization strategy in time, and finally initiate a good business relationship. the research of this paper has its practical

9、significance, hoping that this will be helpful to the sino-us business negotiators.key words: values; intercultural communication; business protocols; initiating business relationships摘要随着经济全球化的发展，中美之间的i筍务往来日益频繁。成功运用商务 礼仪不但可以帮助企业建立良好商务关系，而且可以为企业和公司进行进一 步的商务谈判打下良好的基础。因此，从建立商务关系的角度对比中美商务 礼仪已成为了一项重要的研究

10、课题。木文通过从建立商务关系的角度对比中美商务礼仪，用价值观理论分析 了屮美商务礼仪在寻求会晤、问候方式、赠送礼物等方面存在差异的原因， 进而针对中美商务谈判者分别给出了建议，以便及时调整商务礼仪运用的策 略，最终建立良好的商务关系。本文的研究有一定的现实意义，希望能对中 美商务谈判人员有所帮助。关键词：价值观;跨文化交际;商务礼仪；建立商务关系contentsi. introduction1ii culture and value321 the definition of culture and intercultural communication32.2 cultural values4

11、221 individualism versus collectivism42.2.2 high power distance versus low power distance62.2.3 high versus low-context communication72.2.4 polychronic time orientation versus monochronic timeorientation8iii. comparison of sino-us business protocols used to initiatebusiness relationships103.1 the pr

12、e-negotiation phase: initiating business relationships1032 the comparison of sino-us business protocols according todifferent cultural values113.2.1 the comparison of appointment seeking protocol113.2.2 the comparison of greeting behavior protocol173.2.3 the comparison of gift giving protocol193.3 s

13、uggestions to effective use of business protocol to initiate businessrelationships better213.3.1 suggestions for chinese negotiators213.3.2 suggestions for americannegotiators22iv. conclusion23works cited24l introductioneach country has its own history and culture. there are a lot of differences in

14、the habit of conducts and the ceremony, especially between china and the usathe biggest developing country and the top developed country with the continuous enlargement of these two giants' communication in the field of economy and culture, to understand the different business protocols between

15、chinese and american has become a must to build business cooperation.a good application of the different business protocols between chinese and american can make the business cooperation go well; otherwise, the participants will have a poor impression on each other because they regard them as impoli

16、te. over the past, people usually own the failure of the business cooperation to these four elements the economic element, the social element, the political element and the religious element. these four traditional reasons can well explain the failure of the mid-term part of the business cooperation

17、 the negotiation process, while they are useless to explain the failure of the early part一the initiating business relationships process. this paper aims to make a comparison between chinese and american business protocol from the perspective of initiating business relationships by using some theory

18、of cultural values so as to promotethe sino-us business cooperation.through a comparison between chinese and american business protocol from the perspective of cultural values, this paper attempts to serve as a useful reference for the further research on the comparison between chinese and american

19、business protocol and give some advisements on how to make good use of business protocols so as to initiate business relationships more easily.this paper will be divided into four parts: (1) introduction (researching background, researching significance, researching method and structure of the paper

20、 of background ) ; (2) comparison of chinese and american values (collectivism and individualism, power influence and respect for hierarchy and equality, polychronic time orientation and monochronic time orientation); (3) comparison of chinese and american business protocols from the perspective of

21、initiating business relationships( appointment seeking, greeting behavior and gift giving) and given advisement to make good use of business protocols so as to initiating business relationships easily; (4) conclusion.culture and valuethe definition of culture and intercultural communicationculture c

22、onsists of those deep, common, unstated experiences which members of a given culture share, which they communicate without knowing, and which form the backdrop against which all other events are judged (hall). it is a complex frame of reference that consists of patterns of traditions, beliefs, value

23、s, norms, symbols, and meanings that are shared to varying degrees by interacting members of a community. and values are the core of cultureintercultural communication in its most basic form refers to an academic field of study and research it seeks to understand how people from different countries

24、and cultures behave, communicate and perceive the world around them. the findings of such academic research are then applied to teal life1 situations such as how to create cultural synergy between people from different cultures within a business or how psychologists understand their patients.the def

25、inition of intercultural communication must also include strands of the field that contribute to it such as anthropology, cultural studies, psychology and communication.cultural valuesculture is the unique character of a social group. it encompasses the values and norms shared by members of that gro

26、up (胡文仲 67). it is the economic, social, political, and religious institutions that direct and control current group members and socialize new members (lytle et. al., 167-214). all of these elements of culture can affect social interactions such as negotiations. in examining the influence of culture

27、 on negotiation, this chapter will discuss the role of some basic cultural values in negotiations: (1) individualism versus collectivism, (2) high power distance versus low power distance, (3) high-context versus low-context communications, and (4) polychronic time orientation versus monochronic tim

28、e orientationindividualism versus collectivismindividualism-collectivism is the major dimension of cultural variability used to explain cross-cultural differences and similarities in communication across cultures (gudykunst, 55). individualism versus collectivism refers to the extent to which a soci

29、ety treats individuals as autonomous, or as embedded in their social groups (schwartz, 91). in individualistic cultures, norms and institutions promote the autonomy of the individual. individual accomplishments are rewarded and revered by economic and social institutions, and legal institutions prot

30、ect individual rights. in collectivist cultures, norms and institutions promote interdependence of individuals through emphasis on social obligations. sacrifice of personal needs for the greater good is rewarded, and legal institutions place the greater good of the collective above rights of the ind

31、ividual.there is no doubt that individualism is highly prized in the united states. individual achievements, sovereignty, and freedom are the virtues that are most glorified and canonized it is not surprising that this same value dominates american business practices一including how they negotiate. te

32、am negotiations are unlikely for most the americans, unless of course the "negotiation is very complex, (acuff, 226).chinese culture is a rather typical collectivist culture, which places emphasis on in-group solidarity, loyalty, and strong perceived interdependence among individuals. relations

33、hips are based on mutual self-interest and dependent on the success of the group that is perceived as a harmonious group. therefore, emphasis on the establishment of relationship in social life is mirrored when chinese negotiate with their american counterparts.high power distance versus low power d

34、istancehigh power distance versus low power distance refers to the extent to which a culture's social structure is flat (low power distance) versus differentiated into ranks (high power distance)(关世杰 129). in high power distance societies, interpersonal relationships are vertical and social stat

35、us implies social power. social superiors are granted power and privilege social inferiors are obligated to defer to social superiors and comply with their requests. in low power distance societies, interpersonal relations are typically horizontal, conducted between presumed equals. when a personal

36、confrontation is required between two persons of different high power distance levels, there is an implicit tendency to establish an atmosphere of equality.negotiators from low power distance and high power distance societies have rather different views of the bases of power in negotiations (brett &

37、amp; okumura, 500). consistent with the transitory notion of social structure that is characteristic of low power distance societies, power in negotiations in low power distance cultures tends to be evaluated with respect to the situation under negotiation and the alternatives if no agreement can be

38、 reached every negotiator has a batna (best alternative to negotiated agreement) (brett, 303) research shows that negotiators from high power distance cultures are more likely than negotiators from low power distance cultures to endorse as normative and to use all types of power in negotiation: stat

39、us, batna, and persuasion.high versus low-context communicationhigh-versus low-context communication refers to the degree to which within culture communications are indirect versus direct （贾玉新 72）. in high-context cultures little information is in the message itself. instead, the context of the comm

40、unication stimulates preexisting knowledge in the receiver. in high-context cultures meaning is inferred rather than directly interpreted from the communication. in low-context cultures information is contained in explicitmessages, and meaning is conveyed without nuance andis context free.communicat

41、ion in low-context cultures is action oriented andsolution minded.the implications of the information are laid out infurther detailedcommunications.in the western cultures such as us, people communicate in a low-contextstyle and express themselves explicitly and directly. "the americans are ide

42、ntified throughout the world by their plain speaking and direct style of communication （贾玉新 72）. signs of the direct style of north american negotiators is that they often avoid silence, tend to speak loudly, interrupt frequently, and often complete sentences for others- in eastern cultures like chi

43、na and japan, members communicate in a high-context style that involves more implicit messages embedded in the context. “in high-context cultures such as japan and china, people expect the person to whom they are talking to know what is on their mind. they give the other person all the necessary inf

44、ormation except the crucial piece"（贾玉新 265）.polychronic time orientation versus monochronic time orientationamong all the dimensions of culture which have a significant but almost invisible impact on business protocols, time patterns are probably the strongest. time-based misunderstandings in i

45、nternational business is a classic topic which has drawn much attention and given rise to lots of anecdotes, most of them relating to appointments, punctuality, and the diverse concepts of time-related courtesy across cultures. cultures observe and experience time differently. anthropologists have l

46、ong insisted that how a culture thinks of time and manages it is clue to the meanings its members find in life and the supposed nature of human existence although people can not hold or see time, they respond to it as if it had command over their lives. because time is such a personal phenomenon, pe

47、ople perceive and treat it in a manner that expresses their character. if business negotiators arrive thirty minutes late for an important appointment and offer no apology, they send a certain message about themselves. telling someone how guilty they feel about their belated arrival also sends a mes

48、sage.a culture's use of time can also provide valuable clues to how members of that culture value and respond to time in the united states, people often say, ntime is moneyh and "he who hesitates is lostn. a basic assumption of american-style business values is that the faster that money or

49、 goods change hands, the greater the increase in value and the larger the profits. time in china is a lifetime commitment, and no long-term or short-term errors will be made through hasty and hurried decisions. all chinese know the confucian proverb "think three times before you act". thes

50、e sayings reflect the different time orientations. to the americans, time is scare source; to the chinese, time is just a holistic element. in a word, the americans have a higher time sensitivity than the chinese.comparison of sino-us business protocolsused to initiate business relationships3.1 the

51、pre-negotiation phase: initiating business relationshipsthe first phase of business negotiation can be described as establishing a business relationship or getting to know one another socially. it is often more important in intercultural business negotiations because different cultures are involved

52、good relationship developed at this phase can be of great help. because any information or issue related to the core content of negotiation is not considere dsocial and informal relationships developed between negotiators at this stage can be of great value, too. greetings and small talks about spor

53、ts and climate are usually encouraged at this stage sometimes, small gifts are presented to enhance the relationship. trust and confidence gained from these relationships increase the chances of agreement. usually negotiators without trust do not get far. the purpose of the first phase is to create

54、a friendly atmosphere, and to show credibility to conduct business with the other side.3.2 the comparison of sino-us business protocols according to different cultural valuesthe comparison of appointment seeking protocolthe protocol for orchestrating an initial contact and appointment to conduct bus

55、iness can range from making a telephone call to using a "go-between or an emissary. the manner in which the initial business contact is made and the amount of advance notice between the contact and appointment are key factors to consider when doing business with another culture.an example will

56、clarify this point：jack: i would appreciate it very much if you could arrange for me a meeting with your delegation leaders- you see, it's my sincere desire to establish business relations with these corporations.wang: certainly. i think it's also their hope to start business with you.jack:

57、that sounds encouraging. when do you think you could arrange the meeting? i find myself a bit too anxious for it.wang: don't worry. i shall certainly do it to your satisfaction. til first let them know of your intention. and then fll make arrangements for you to meet each of them separately.jack

58、: that would be terrific< .html >in this dialogue, there are three aspects that the americans differ from the chinese. firstly, the american business negotiator speaks in a direct way, while the chinese business negotiator words are indirectly. secondly, the americans have a high time sensitiv

59、ity, while the chinese have a low time sensitivity. thirdly, the americans make decisions individually, while the chinese need to talk with their leaders or colleagues next，analysis will be made fi-om these three aspects according to the theories in chapter two.according to different values, analysis is made as follows. firstly, methods of communication vary among cultures. salacuses survey reveals that chinese people actually do re