跨文化商务沟通讲座(上外)

1、跨文化商务沟通 课程设置与教学 上海大学 庄恩平 2012年6月9日,引用2012年上海高考作文题： “人们对自己心灵中闪过的微光，往往会将它舍弃，只因为这是自己的东西。而从天才的作品中，人们却认出了曾被自己舍弃的微光。” “微光”看似微不足道或稍纵即逝， 但却能孕育和催生不朽与伟大的东西。 请问：这个命题对我们有何意义？,反馈问题 跨文化商务交际内容 跨文化商务交际课程的教学理念与方法以及课程设计。 怎样建设跨文化交际课程群？ 商务英语的发展与跨文化管理 如何有机衔接商务英语和跨文化交际课程 商务谈判的核心问题是如何从跨文化交际的角度实现的？,教学方法 跨文化商务交际的前沿知识、教学模式（方

2、法、策略）等 如何更好地培养学生的学习方法、学习技能，培养学生的创新意识与能力，让学生更喜爱这些课程。 跨文化商务交际课程的教学理念与教学方法等。 通过教学有效地提高学生的跨文化商务意识 学生开口难，如何结合教材选择合适的讨论话题。 商务英语核心课程的组成、跨文化交际课程群这类课程的教学理念和课堂设计，实践教学的方法等。 教学实践效用方面。 商务英语课堂组织与教学方法 教学法、跨文化交际理论等。 如何使课程设置更符合市场需求、教学重点及教学方法。,教师发展 在教师不具备国际教育背景的情况下，怎样上好这门课？ 跨文化交际与商务英语的关联性，如果做课题研究，可以从哪些方面入手,商务英语培养目标 培

3、养具有扎实的英语基本功、宽阔的国际视野、专门的国际商务知识与技能，掌握经济学、管理学和法学等相关学科的基本知识和理论，具备较强的跨文化交际能力与较高的人文素养， 能在国际环境中熟练使用英语从事商务、经贸、管理、金融等工作的应用型商务英语专业人才。,大学英语教学目的： 最新的大学英语课程教学要求(2007年)指出:大学英语教学以英语语言知识与应用技能、跨文化交际和学习策略为主要内容, 教学目标是培养学生的英语综合应用能力,特别是听说能力,使他们在今后学习、工作和社会交往中能用英语有效地进行交际,同时增强其自主学习能力,提高综合文化素养,以适应我国社会发展和国际交流的需要。,高等学校英语专业英语教

4、学大纲 提出了注重培养学生的跨文化交际能力和对文化差异的敏感性、宽容性以及处理文化差异的灵活性。 同时大纲又对21世纪外语专业人才的培养规格作了概述，对21世纪外语人才的能力作了如下定义： 外语专业学生在工作中的运用能力主要指 能够从事不同文化间交流与合作的能力、交际能力、协作能力、适应工作的能力、独立提出建议和讨论的能力、组织能力、知人处事的能力、灵活应变的能力等 思考：这种能力是什么？ 是跨文化沟通能力,职场调查 Business Communication Quarterly 2004 One hundred and four Silicon Valley employers respo

5、nded to a survey asking them about communication skills of their recent college graduate new hires. Discovery: 1. Employers reported they were less than satisfied with the oral and written communication skills. 2. The U.S. Department of Labor regarding workplace skills for the future determined that

6、 communication skills are essential workplace tools for the 21st century,3. An increasingly sophisticated set of communication skills will be needed in the 21st century workplace. 4. The business school appears not to be addressing these needs sufficiently. communication skills 指什么？ 交际还是沟通？ 沟通反映在哪里？

7、,Intercultural Business Communication,Marketing,Advertising,Human resources,Leadership,Negotiation,Team work,Performance Evaluation,跨文化商务沟通 应用与研究,Intercultural Communication,Linguistics,Translation,Law,Psychology,Literature,Sociology,Public Diplomacy,Mass Media,Teaching Methodology,Business/ Managem

8、ent,Intercultural Business Communication,Marketing,Advertising,Human resources,Leadership,Negotiation,Team work,Performance Evaluation,高等学校英语专业英语教学大纲 大纲对21世纪外语专业人才的培养规格作了概述，对21世纪外语人才的能力作了如下定义： 外语专业学生在工作中的运用能力主要指 能够从事不同文化间交流与合作的能力、交际能力、协作能力、适应工作的能力、独立提出建议和讨论的能力、组织能力、知人处事的能力、灵活应变的能力等 这种能力叫跨文化沟通能力： 指在跨

9、文化工作环境中通过得体有效的沟通完成某一具体工作或解决某一具体问题的能力,IC Competency Model (MAKS-Model),Intercultural Competence,Global Mentality,Knowledge,Cultural Adaptation,Communication Skills,Culture Culture-General,Intercultural Awareness,Flexibility,Psychological Adaptation,Communication skill,Nonverbal Communication skill,Co

10、mmunication strategy,Intercultural Perspective,culture Culture-Specific,M: Mentality A: Adaptation K: Knowledge S: Skills,History Politics Religion system,Value Norm Custom Way of thinking Communication style,教学理念思考 跨文化交际、跨文化商务（交际）沟通课程教学目的？ 了解学科、学科知识、东西方文化差异（文化知识：culture general and culture specific

11、）、语言与文化、提高跨文化意识、跨文化交际能力 跨文化交际能力还是跨文化沟通能力？ 如何达到教学目的：课文讲解、课文中案例分析（谁分析） 案例取自哪里？应该涉及哪方面？ 是经典案例（教科书）、人际交流案例、生活（校园）案例、国际案例、企业案例、工作案例 教师提供案例还是学生发现案例？,结论： 教育是什么？ 爱因斯坦告诉我们： 当学生离开学校以后，把在学校里学到的知识全忘记，剩下的东西就是他所受到的教育。 所剩下的东西是什么？ 素养、视野、能力、 即全球视野、思辨能力、学习能力、适应能力、跨文化沟通能力,如何培养跨文化沟通能力 思维差异,Chinese,English,沟通方式差异 Direct

12、 and indirect “Maybe”、“Probably”、“I guess”、 “It is said that” Verbal/Context-based understanding Listener- oriented communication style Speakers oriented communication style,High context culture 高语境文化 Low context culture 低语境文化,High context culture is one in which the meanings of a communication mess

13、age are found in the situation and in the relationships of the communicators or are internalized in the communicators beliefs, values, and norms. Low context culture is one in which the meanings of communication messages are stated clearly and explicitly, without depending on the context of the comm

14、unication situation.,Behaviors,Situations Writing Speech Communication Discussion Business Negotiation Performance Evaluation,案例分析 Diagnosing Problems in Business - Geely- Volvo Acquisition as an example Background The Geely-Volvo deal was closed on August 2, 2010 Chairman of Geely, Li Shufu Volvo C

15、ars CEO Stefan Jacoby,Global Merger and Acquisition Is Like a Cross-cultural marriage Question: What might be the problems between the husband and wife in their daily life? Mutual respect and trust Adaptation to each other Effective communication,Misunderstandings are surfaced at the managerial leve

16、ls 1. Lee would expand its production to take up the market share soon Volvo CEO Jacoby replies that they need to be cautious in its expansion 2. Lee believes he knows the Chinese market better than Jacoby, so he would make big cars for Volvo Jacoby believes small-sized cars would be better,3. Lee b

17、elieves Volvo had been a leader in the automobile industry worldwide for many years. However, Volvo now lags behind in sales and scale. Jacoby claims quality should take priority 4. Many of Volvos concepts are too advanced and not entirely suitable for the Chinese market. Jacoby claims Volvo should

18、not destroy the Chinese invironment,5. When Swedish King visited Geely last November, he asked Lee how Geely would guarantee that Volvos standards would not be undermined after Geelys acquisition. Lee Shufu replied We are not just keeping Volvos standards, but helping Volvo regain its past glory .,案

19、例分析 Whats Wrong with the U.S. Best Buy Best Buy, the Americas largest consumer electronics retailer, closed its branded stores in China in February 2011 after its operation of 7 years. Bust Buy intends to reopen its stores in 2012,Best Buys Failure in China Management failure or culture integration

20、failure? Why Best Buy is successful in the US, but failed in China? Should the prices be higher than competitors The main reason for its failture: It adopted all the Americans management style and practice in China: 1. It employed all its staffs 2. Customers are given the freedom to look at all the

21、products without interference from an employee? 3. Its more expensive than its Chinese competitors,Conclusion Best Buy culture or management style does not fit the Chinese culture: management, customers and market Suggesetions Best Buy should not change its name Best Buy into Chinese name like Five

22、Stars Best Buy should not adopt all the Chinese retailors management style Best Buy should integrate Chinese culture with Ameican culture in its management Only in this way can Best Buy take up the Chinese market share,案例分析A Clash of Cultures in Toyodas Recall Hearing in Washington February 24, 2010

23、,公共外交与跨文化沟通 Public Diplomacy and Intercultural Communication (Vice Foreign Minister 外交部副部长傅莹 ) The international view of China often swings between overestimation and underestimation, either warning of the China threat in the face of Chinese achievements, or China collapse when any problems arise. 外

24、部世界总是在高估和低估中国之间徘徊，看到中国成功的地方就想到“中国威胁”，看到中国的问题又担心“中国崩溃” Whats Wrong with China? Is this a Language Problem or Communication Problem?,跨文化商务沟通课程设置 Part One Intercultural Awareness Unit 1 Language and Culture Unit 2 Barriers to Intercultural Communication Unit 3 Nonverbal Communication Part Two Communica

25、tion Skills Unit 4 Different Communication Styles Unit 5 Presentatioin Skills in the Workplace Unit 6 Time and Culture Part Three Cultural Differences Unit 7 Understanding Japanese Culture Unit 8 How American and German See Each Other Unit 9 How to Understand Guanxi and its Culture,Part Four Intercu

26、ltural and Business Unit10 Intercultural Conflict Management Unit 11 Intercutlural Marketing Unit 12 Intercutlural Teambuilding Unit 13 Intercutlural Negotiation Part Five InterculturalCompetence Unit 14 Cultural Synergy in Global Mergers Unit 15 The Need for Intercultural Business Communication Competence Unit 16 Cross-cultural Training,跨文化交际教程 Part 1 Basic Concept of Intercultural Communicaiton