【《中西方商务馈赠礼仪对比研究（英语）》4800字】

PAGEiv中西方商务馈赠礼仪对比研究摘要随着经济的发展，国际国内贸易之间的往来日益频繁。在商务往来中，礼物馈赠是必不可少的环节，在涉外商务中起着至关重要的作用，越来越多的公司均注意到礼物馈赠的重要性。本文将从礼物类型、收到礼物的反应以及送礼的目标对中西方商务馈赠礼仪进行对比，从文化起源、习俗宗教信仰和价值观对造成这些差别的原因进行分析。关键词：商务馈赠礼仪；中西方对比；原因分析AbstractWiththedevelopmentofglobaleconomy,theexchangesbetweeninternationalanddomestictradeareincreasinglyfrequent.Inmultinationalbusinessactivities,giftgivingisanessentialpartwhichplaysavitalrole.Moreandmorecompanieshavepaidattentiontothebusinessgiftgiving.ThisthesiswillcompareChineseandWesternbusinessgiftetiquettefromthetypesofgifts,theresponsetoreceivinggiftsandthegoalsofgiftgiving,andanalyzethereasonsforthesedifferencesfromtheaspectsofculturalorigin,customs,religiousbeliefsandvalues.Keywords:businessgiftgivingetiquette;comparisonbetweenChinaandWest;reasonanalysisContentsTOC\o"1-2"\h\u313831.Introduction 1106482.LiteratureReview 2192252.1Thedefinitionofbusinessgiftgiving 2126692.2Theprincipleofbusinessgiftgiving 2231132.3Thefunctionofbusinessgiftgiving 4219943.ComparisonbetweenChineseandWesternBusinessGiftGivingEtiquette 590063.1Typesofgifts 5215963.2Responsetogifts 6106463.3Purposeofgifts 752584.AnalysisontheReasonsfortheDifferencesbetweenChineseandWesternBusinessGiftGivingEtiquette 8258474.1Culturalorigins 831424.2Mannersandcustoms 9100544.3Religiousbeliefs 10213644.4Senseofvalues 1119345.Conclusions 1228864References 14PAGEPAGE61.IntroductionWiththerapiddevelopmentofeconomyandincreasingforeignexchanges,Chinahasbeenintegratedintothetideofworldeconomicglobalization.Inmultinationalbusinesscommunication,businessgiftgivinghasbecomeanindispensablepart.Duetothedifferencesinculturalbackground,wayofthinking,valuesandotheraspects,therearemanyobviousdifferencesbetweenChineseandWesternbusinessgiftetiquette.ForChineseandWesternmultinationalcompanies,understandingdifferentgiftetiquettecannotonlydeveloptheculturalexchange,butalsoenhancethefriendlycooperationbetweenenterprises.Onthebasisofthesereasons,itisofgreatimportancetodiscussthedifferencesbetweenChineseandWesternbusinessgiftgivingandtoanalyzethereasonsforthedifferences.Firstly,thedissertationwillreviewthedefinition,principleandfunctionofbusinessetiquettetoraisepeople’sawarenessofit.Onlybydeeplyunderstandingthebusinessgivingetiquettecanwepromotetheharmoniousdevelopmentofglobaleconomyandculture.Secondly,thisdissertationwillconductacomparativestudyofChineseandWesternmethodsofgivingbusinessgiftsinthreewaystodeepenunderstandingofculturalimplicationsofChineseandWesternetiquetteofgivingbusinessgifts.Sincethen,thisdissertationwillexplorethereasonsforthedifferenceinhowChineseandWesternbusinessgiftsaregiven.Finally,thisdissertationwillgetaconclusionforthestudy.Throughthisstudy,itissignificantformultinationalcorporationstoperformbetterinbusinessactivities,soastopromotethedevelopmentofglobaleconomyandculture.Inaword,thisdissertationcannotonlyenhancetheculturalexchangebetweenChinaandtheWest,butalsoenhancethefriendlycooperationbetweenmultinationalcorporations.LiteratureReviewInternationalbusinessisnotonlytheexchangesbetweenbusinessinterests,butalsoinvolvestheetiquettecultureofbothsides.Observingtheetiquettebehaviorofbothpartiesmayhavemoreinfluenceonthefinalresultofnegotiationbetweentwocorporations.Therefore,etiquetteisveryimportantinbusinessactivities.Intheinternationalarena,bothpartiesneedtopayattentiontoetiquettebehaviorssuchastime,waysoftalking,eatinghabitsinordertopromotebusinesscommunication.Asthekeypartofmultinationalcorporations,businessgiftgivingetiquetteisbecomingmoresignificant.Upontonow,thescholarsandresearchershaveadaptedmanymeasuresofbusinessgiftgivingstudiesandachievedmanyachievementsinthisarea.Thebusinessgiftgivingwillbeintroducedinthefollowingthesis.2.1ThedefinitionofbusinessgiftgivingBusinessgiftgivingcanbedefiedastheexchangeofgiftsbetweenmultinationalcorporationswhichcanenhancemutualunderstandingandbusiness.Businessgiftgivingetiquetteistheembodimentofakindofetiquette,butalsoatransferoffeelingswhichcanmakethetwocorporationssetupaninteractivebridge(苏叶兰等,2009:88).Agiftissomethingthatthegivergivesgiftsvoluntarilytoexpresswill,emotion,memorialandsymbolicmeaningwithoutaskingforanythinginreturn(张霜,2007:406).Inthecommunicationwithforeigners,giftgivingisnecessarytomakefriendswidelyandpromotefriendship.Infact,thebusinessgiftgivingetiquetteisratherdifferentduetothecultural,races,religiousissues.Ifwedonotpayattentiontoit,thefunctionwillruncountertoourdesire.2.2TheprincipleofbusinessgiftgivingGiftgivingisanessentialanduniversalformofcommunicationintheworld.ItisnotonlyusedbyChinesepeople,butalsoremindedforeignerstogivegifts.However,theunderstandingofgiftbetweenChineseandWesterngivingisquitedifferent.InChina,mostpeopleprefertogiveandacceptsomeexpensiveandvaluablegifts.InChina,theysupposethattheyaremorerespectedwhentheyreceiveexpensivegifts.Butforforeigners,theystressculturalfeaturesandartistictasteofgifts,suchasabouquetofflowerswhichcanrepresentfriendship,orsmallcommemorativeartswhichcanexpresstheirfeelings,andsoon(TouhidulIslam,2017:1-3).Theyemphasizetheexternalpackagingofthegiftwhichcanshowtheirdeepfeelingstoothers.Inthegiftselection,giversshoulddosomesimpleresearchtounderstandthehobbyandinterestofrecipientinordertokeepthegiftsinlinewiththeirinterests.Inaddition,giversmustemphasizereligiousbeliefsandbasictaboosoftheotherside.Whengiversgivegiftstoforeigners,theymustabidebyfourprinciples:memorial,nationality,pertinence,anddifference.Memorialmeansthatthegiftyouchooseisconsistentwithyourheartwhichwillmaketherecipientfeelsthatyourgiftisunusualandvaluable(张霜,2007:406-407).Inmanycountries,theyarereluctanttoreceivetooexpensivegiftsbecauseitwillmaketherecipientfeelbribed.Nationalityreferstothegiftsshouldshowthenationalcharacteristics.Asthesayinggoes:whathasthemostnationalcharacteristicsisoftenthebest(郭雷等,2011:156).Thesameistrueofgivinggiftstomultinationalcorporations.Chinesecharacterizedchopsticks,paintingsandcalligraphy,teaandsoonwilloftenbefavoredwhichcanstrengthentherelationshipbetweencorporations.Pertinencemeansthattheselectionofgiftsshoulddependonthedifferentpeople.Thedifferencemeansthatthechoiceofgiftsshouldcomplywiththerecipient’spersonality,hobbies,accomplishmentandtastewhichislikelytomakethegiftstobewelcomedbytherecipient.Varyingfromthingtothingreferstothegifttotherecipientshouldbedifferentindifferentcircumstances.Therearesomanydifferencesbetweencountriesingivinggiftsthatgiversshouldnevergoagainstrecipient’scustoms.Therefore,giversmustbesuretoregardthisasthefirstrulewhengivinggifts.Itisnecessaryforgiverstounderstandthecustomsoftherecipient’scountrydeeplyandavoidtaboosoftheirsideintheprocessofselecinggifts.Whengivinggiftstoforeigners,giversshouldnotonlypayattentiontothetypesofgifts,butalsostressthewayofgiving.Firstly,itisnecessaryforgiverstofocusonthepackagingofthegifts.Ininternationalcommunication,giftpackagingisregardedasthecoatofthegiftwhichcandecidethereceiver’sfirstimpressionofgifts.Ifgiversdonotpayattentiontothepackaging,itwillbeseenasarandomdealwiththerecipient.Secondly,thetimingofgiftgivingshouldbegrasped.Inforeigncontacts,thetimeofgivingvaryingindifferentcountriesduetothespecialrelationshipbetweenhostandguest.Therefore,itisofgreatsignificancetochoosethebesttimetogivegifts.2.3ThefunctionofbusinessgiftgivingThefirstfunctionofbusinessgiftgivingisbeneficialforcommunicationandfriendshipbetweenbusinessparties.Foracountryofetiquette,reciprocityisthemostimportantthingespeciallyinthemarket(Dubravka,2015:78-82).Businessgiftscanpromotethedevelopmentoftwoenterprisesandgenerategreaterbenefits.Theenterpriseswillachievewin-winresultsbyenhancingtheemotionalcommunicationthroughbusinessgifts.Thiscannotonlypromoteemotionalcommunicationwithrecipient,butalsointheheartsofrecipientwiththelabelofintegrity.Thesecondfunctionofbusinessgiftgivingistomaketheirproductsagoodimpressionbecausenowmanybusinessgiftsarecustomizedwhichcanmakerecipientunderstandtheproductbetterandhaveagoodimpressionongivers.Thegiftcandevelopmorepotentialcustomersandplayanirreplaceableroleinthedevelopmentandgrowthofthecompany.Anotherfunctionisthatitcanhelprecipientunderstandthecultureofcompany.Businessgiftisaverygoodcarriertoshowcorporateculture,atthesametime,itcandeepentheimpressionintheheartsrecipientwhichwilllayasolidfoundationtoproducemorebeneficialresultsinthefuturedevelopment.Therefore,itisvitalforcorporationstostudybusinessgiftgivingetiquette.ComparisonbetweenChineseandWesternBusinessGiftGivingEtiquetteIntoday’sincreasinglydevelopedeconomy,businesscompetitionisincreasinglyfierceandthenumberofcross-borderexchangesisincreasing.Theetiquetteofbusinessgiftgivinghasbeenwidelyrecognizedbynationalandforeignpeopleandvariesindifferentcountries.Asanimportantwayofnonverbalcommunication,giftispresentedintheformofthingswhichplaysaroleofexpressingfeelingsandfriendships.Butthegiftgivingetiquettevariesfromdifferentcountriesduetoculturaldifferences.Thereasonsandmethodsforgift-givingarealsocomplicatedbyculturaldifferences.3.1TypesofgiftsBusinessgiftsareregardedastokensoffriendship,trustandcooperation.AftercomparingthetypesofChineseandWesternbusinessgifts,itcanbefoundtherearesomedifferencesintypesofgifts.Firstly,Theyallgivegiftstoeachotherinmultinationalbusinessactivities.Buttherearesomedifferencesinchoosinggifts.Chineseliketogivesomeexpensivegiftstoshowtheirrespect,suchasafamousbrandwalletorwatch.However,Westernerspaymoreattentiontotheintentionofgivinggifts,nottheprice.Theymaychooseagiftsuchasapenornotebook.InAmerica,extravagantluxuriesarenotallowed.Forexample,in1905,PresidentEisenhower’sdeputy,ShermanAdamswasnotoriousbecauseforreceivingexpensivealpacacoatfromlobbyist.InAmerican,extravagantluxuriesarenotallowed.Secondly,therearesomedifferencesinconceptsofgiftsThepracticalvalueofgiftsisemphasizedinChina.Manycorporationsoftensendsomepracticalgiftssuchaswatch,belt,handbag,purseandT-shirtwithcompany’slogo.DifferentfromChinese,Westernerstendtoemphasizethecommemorativevalueofgifts.Tobeexact,ChinesepeoplegivegiftswhileWesternersgive“souvenirs”toreceivers(徐虹,2012:186-187).WhenaWesternerinviteaguesttohome,theguestusuallybringabouquetofflowersorabottleofwinetothehost.Finally,therearesomedifferencesinthepackagingofgifts.Chinesedonotpaymuchattentiontogiftpackaging.IntheWest,itiscustomarytousepaperwithcoulor,sometimeswithabusinesscardattached.Theybelievethatthevalueofagiftcanmaketherecipientfeelsatisfied.3.2ResponsetogiftsWhenreceivinggifts,ChineseandWesternersoftenhavethesamepsychology.Theybothshowsincereaboutgiftsandgratitudetogivers.AftercomparingtheresponsetogiftsofChineseandWestern,therearedifferencesofthisetiquetteinthefollowingaspects:Firstofall,ChineseandWesternbusinessgiftgivingetiquettearedifferentinthewayofhandlinggifts.WhenChinesepeoplereceivinggifts,theyoftendonotappearhappyanddonotopenthegiftsinfrontofthem.Theysupposeitisveryimpoliteandwillgiverecipienttheimpressionofgreed.Thegiftisusuallyopenedquietlyaftertheguesthasleft,orwhentheygethome(张耀建,2011:47)WhileWesternersshowtheirgratitudetogiversfirstlywhenreceivinggifts.Thegiftsareusuallyopenedinfrontofgiverstoshowtheirgratitudetogivers.Sometimesinavarietyofparties,thehostwillshowgiftstoguestinordertoincreasethefestiveeffect.Besides,ChineseandWesternbusinessgiftgivingetiquettealsoholddifferencesinthewayofacceptinggifts.WhenChinesereceivingagift,theytendtorefuseitagainandagaintoshowhumilityandpolitenesseventhoughtheyareverysatisfiedwiththegifts.WhileWesternerswillgladlyacceptthegiftandshowtheirloveforit.Theypraisethegiftinfrontofthegiversandusuallyshowtheirgratitudewithphraselike“It’sverynice”,“Ireallylikeit”,“That’swhatIwant”.WesternershaveamoredirectattitudetowardgiftsthanChinese.3.3PurposeofgiftsAgiftissomethingthatthegivergivesgiftsvoluntarilytoexpresswill,emotion,memorialandsymbolicmeaningwithoutaskingforanythinginreturn.WhetherinChinaorinWestern,theyallgivegiftstootherstoshowtheirgratitudeormaintainafriendlyrelationship.However,therearesomedifferencesinthepurposeofgiftsbetweenChineseandWesternbusinessgiftgiving.Andthedifferencesareasfollows:InChina,peoplegivegiftswithastrongpurpose-tocommunicate.Thisisakindofgiftforthepurposeofcommunicationinordertostrengthenandmaintainrelationshipswithothercorporations.Thiskindofgiftsisoftenreferredtoas“humanrelationshipsgift”.Intheprocessofinterpersonalcommunication,allkindsofrelationshipsandfeelingsareinevitablygeneratedandpeopleadoptmanymethodstoexpressthem(唐顺敏,2013:24-25).Oneofthemisgiftgivingwhichcangeneratemorebenefitsinthecooperation.Anotherkindofgiftgivingistogivegiftsinreturnforthehelpofothers.Thematerialbenefitsofgiftsareemphasizedintheselectionofgifts(张霜,2007:406-407).Theychoosegiftsonthebasisofthenatureofhelporthedegreeofhelp.Instead,thepurposeofgivinggiftsofWesternersistheactofgivingagiftandthesymbolicmeaningofthegift(邓莉,2013:207).Theygenerallydonotgivegiftstotheirsuperiorsbecausetheybelievethatgivinggiftstosuperiorswillaffecttheirrelationshipwiththeircolleaguesandhaveanegativeimpactontheirwork.Inaddition,thepurposeofgift-givinginWesternisrelativelyweakcomparedwithChinese.Theirgiftsareusuallyintendedtoreflectthevalueandmeaningofthegiftitself,notforanyparticularpurpose.GiftsareusuallygivenaftersomethinghasbeencompletedorsuccessfullysolvedinordertoexpressgratitudetootherswhileChineseusuallygivegiftstoaskforhelpwithaparticularpurpose(JoMackiewicz,2005:381-386).AnalysisontheReasonsfortheDifferencesbetweenChineseandWesternBusinessGiftGivingEtiquetteAftercomparingChineseandWesternbusinessgiftgivingetiquette,itisnecessarytoexplorethereasonswhytherearesomedifferenceofthisetiquette.OnlyinthiswaytheculturaldifferencesbetweenChinaandtheWestcanbefurtherunderstoodandprovidesomereferencesinthestudyofcross-culture.4.1CulturaloriginsChineseandWesternritualcultureshavesimilarcharacteristics.Althoughtherearehugedifferencesintheirconnotations,allofthemarisefromthesocialnormsusedtomaintainsocialstabilityandcontrolpeople’sthoughtsandactions.ThecharacteristicsoftheChineseandWesterngiftculturesreflecttheessenceoftheconceptofgiftgiving.ThedifferenceofgiftculturebetweenChinaandtheWestisthereasonforthedifferenceofgiftgivingconceptsbetweenChinaandtheWest.RitualculturearoseinChinafromaveryearlytime.Atfirst,“rites”wasoriginallyregardedasakindofsacrificialceremonyforthefearofnature,suchastheworshipofheavenandearth,mountainsandrivers,andsomethingelse.IntheShangandZhoudynasties,thecultureofritesandmusicprevailed.IntheSpringandAutumnPeriod,thesystemofritesandmusicfelloutduetothewars.(杨柳,2018:172-173).Confuciussincerelycalledfortherestorationofritesandmadeadetailedstudyofit.Confucianismadvocatestheruleofetiquetteandrulethecountrybyetiquette.Through“rites”toregulatepeople’sthoughtsandbehaviortoservetheupperruling.Sincethen,withthedevelopmentofsuccessiveChinesedynasties,ritualculturehasbeendeeplyimprintedinpeople’smindsandhasbecomeastandardoflife“takingritesasthetop”.ConfuciantraditionalcultureisoneofthetraditionalculturalvaluesthathavethegreatestinfluenceonthebehaviorofChinese.Amongthefiveprinciplesof“benevolence,righteousness,propriety,wisdomandtrustworthiness”,proprietyisthemostrespectedvirtueinChineseConfucianism.ThetypesandwaysofgiftsgivinghasvividlyaffectedbyConfucianism.HierarchyhasastronginfluenceonChineseculturewhichhasledtoagreateremphasisonhumilitywhengivinggifts.WesternculturecandatebacktoGreekswhichwasenlargedandstrengthenedbytheRomansandglobalizedbysuccessiveEuropeanempiresbetweensixteenthandtwentiethcenturies(滕薇,2014:200-201).ThedemocraticpoliticalsystemofancientGreeceandRomeisanimportantfactorintheformationanddevelopmentofWesternculture.BecauseancientGreeksocietywaspermeatedwithdemocracy,therewasnosenseofhierarchyinWesternculture(白戈,2000:55-58).Undertheguidanceofthisculture,thereisoftennoself-deprecationinWesterner’sideology.WhenaWesternerreceivesacomplimentoragiftfromanother,theyusuallygladlyacceptitandshowtheirgratitude.DifferentculturaloriginshaveledtodifferencesinChineseandWesternbusinessgiftgivingetiquette.However,Theessenceofagiftthatsustainsarelationshipofdifferentcorporationsisthesame.Atpresent,differentcountriesinChinaandtheWestcanrealizetheculturaldifferenceswhengivinggiftsandrespectdifferentculturalhabits.4.2MannersandcustomsDifferentcountrieshavedifferentmannersandcustomsinallaspectsoflife.Thedifferencesinmannersandcustomshavecreateddifferencesinbusinessgiftgivingetiquette.Indealingwiththerelationshipwithothers,Chineseoftenemphasizerespectingorpraisingothersonthebasisofself-modesty.Self-modestyisregardedasamanifestationofself-cultivationinChina.AsacoreconceptofcommunicationamongChinese,ithasbeenappliedtodifferentscenes.Whentheycomplimentothers,theyusuallystartbyputtingourselvesdown.Thecontrastbetweenbelittlingoneselfandpraisingotherscanexpressastrongersenseofappreciation.Therefore,whenChinesegivinggiftstoothers,theytendtodepreciatethevalueofgiftseventhoughitisveryexpensive.InWesterncountries,interactionismostlyonthebasisofmutualequality(AnnMarieSabath,2007:53-59).Undertheguidanceofthisthought,thereisnoself-deprecationintheiropinion.Whenwesternersreceiveacomplimentoragiftfromanother,theywillusuallygladlyacceptit.ThedifferencesbetweenChineseandWesternbusinessgiftgivingcanbemanifestedincustoms.Incross-culturalgift-giving,corporationsmustbecarefulaboutthecolorofthegift.RedisapopularcolourforChinesepeoplebecauseitrepresentsluck.WhengivinggiftstoWesterners,theyshouldnotusewhiteandblacktowrapgifts.4.3ReligiousbeliefsTherearegreatdifferencesinmainstreamreligiousbeliefsbetweenChinaandtheWest.China’smainstreamreligionisBuddhism,butreligiousbeliefsofChineseislessstrongthanWestanditisnotdominantinlifelikeWesternChristianity.Therefore,inChina,religionhasnoprofoundinfluenceonthedevelopmentofritualculture.MostpeopleworshipBuddhismbecauseithasthehopeforabetterfuturewhichcanbereflectedintheconceptofgift-giving.WhenChinesechoosegifts,theyemphasizegoodmeaningsofgifts.DifferentfromChina,ChristianityisthemainstreamreligioninWesterncountries.Ascanbeseenfromhistory,religionwasfarmoreimportantthanimperialpower.ReligionshasdeeplyinfluencedWesternfestivals.Forexample,Christmas,Thanksgiving,Easterandsoon.Withrespecttonumbers,theybelievethatnumber13and5willbringmisfortune.Therefore,whentheychoosegifts,theytendtoavoidassociatingwiththesetwonumbers.4.4SenseofvaluesThesenseofvaluesofdifferentcountrieshascontributedtothedifferencesofthisetiquette.DifferencesinsenseofvaluesinChinaandtheWesthaveagreatinfluenceonthecultureofgift-giving.InChinesephilosophy,itiscenteredoncollectivism.InfluencedbythefeudalpatriarchalsysteminancientChina,theconceptofcollectivismhasbeendeeplyembeddedinthevaluesofChinesepeople.Chinesegenerallytakecollectiveinterestsasastandardvalueinliferratherthanindividualinterests.Chinesepeopleoftenusetheirpersonalprivacyasacommonexpressionindailycommunicationtoshowtheirconcernforothers.Thepurposeofgift-givingistomaintaintherelationshipwithothersandthegroupisformedunderthecollectiveconsciousness.Therefore,Chinesepeopleusuallygivevaluablegiftstoothersinwiththepurposetomaintainagoodinterpersonalrelationshipwiththeirfriendsorworkmates.Theyusuallygivegiftstoothersinthenameoftheircompanyratherthanintheirownname.IndividualismisthecenterofWesterners,sotheyemphasizethesignificanceofindividualsandpursuepersonalindependence.Theyregardpersonalprivacyissuesveryimportantandcautious.Intheprocessofcommunication,Westernersoftendonotwanttointerfereorinterferewiththeprivacyofothers,suchasincome,ageandsoon.Therefore,whentheychoosegifts,Westernerspaymoreattentiontothemeaningandvalueofthegiftitself.ThepurposeofgiftgivingofWesternersislessstrongthanChinesepeopleandtheydonotoveremphasizethepriceofthegiftwhenchoosinggifts.(MelissaL.Gruys,2010:51-57).“Face”isapopularconceptamongChinesepeople.InChinese,theacquisitionof“face”isonthebasisoftheevaluationofothers,andtheycannotbeartobeseparatedfromothersbecauseintheiropiniontheseparationmeansthattheydonnothaveopportunitytoexpressthem.Themeaningof“Face”hasbeendefinedasapublicself-imagethatallofpeoplewanttoobtaionbyBrownandLevinson.Itisanindividualisticwhichembodiesanindividual’sdesiresorneeds(BrownJoanna,2015:20).Theword“face”inChinadependsonthegroupevaluation.Chinesepeopleareallinpursuitof“face”,thusformingacommongiftconsumptionsituationinChina.Westernsocietiestendtoseparatepeoplefromthings,focusingonthingsratherthanpeople.TheindividualismcharacteristicofWesternculture-everyoneisequalbeforeGodhasinfluencedthemeaningof“face”whichisverydifferentfromChina.Duetotheinfluenceofindividualismorientation,everyoneyearnforanequalrelationship.Therefore,ChinesefocusonthepriceofgiftswhileWesternerspaymoreattentiontothegiftsitself.ConclusionsIntoday’sincreasinglydevelopedeconomy,businesscompetitionisincreasinglyfierceandthenumberofcross-borderexchangesisincreasing.Asanimportantwayofnonverbalcommunication,giftispresentedintheformofthingswhichplaysaroleofexpressingfeelingsandfriendships.BusinessgiftgivingetiquetteplaysanimportantrolebothinChinaandWesterncountries.Itcannotonlyenhancetheculturalexchangebetweeneachother,butalsoenhancethefriendlycooperationbetweenenterprises.Thecomparativestudyofbusinessgiftgivingetiquettehasprofoundimpactonthedevelopmentofmultinationalcorporations.ThisdissertationstudythedifferencesofChineseandWesternbusinessgiftgivingetiquettefromthreemainaspects:typesofgifts,responsetogiftsandpurposeofgiftsinbusinessgiftgivingetiquette.Throughthecomparative