浅谈中西方商务谈判的差异

中州大学外国语学院

学生毕业论文

Title/论文题目

Name / 姓 名:___ 彭少英_____

Number / 学 号:__ [1**********]0

Major / 专 业:___ 商务英语______

Grade/年级班级： 2009级(2)班

Tutor/指导教师:___ 丁莉____

Title/论文题目:On Sino-western Cultural Differences in

Contents

Abstract . ...................................................................................... 4

摘要 . ............................................................................................. 5

Introduction . ............................................................................... 5

1 Performance of sino-western cultural differences in

business negotiations.................................................................. 5

1.1 Differences in sino-western values . ...................................................... 5

1.2Differences in sino-western verbal and non-verbal expression . 6

2. The effect of sino-western cultural differences on business

negotiation .................................................................................. 6

2.1 Sino-western cultural differences on intercultural

communication obstacles . ................................................................... 6

2.2 Effect of thinking difference on business negotiation behaviors

. .............................................................................................................. 7

2.3 Effect of value orientation for negotiations ................................ 7

3Countermeasures of sino-western cultural differences in

negotiation .................................................................................. 8

3.1 Review interlocutors cultural norms, social customs and

taboos ................................................................................................... 8

3.2Cultural differences, should remain neutral ............................... 8

3.3 Overcoming communication barriers . ........................................ 9

Conclusion .................................................................................. 9

Bibliography ............................................................................... 9

Acknowledgements .................................................................. 10

On Sino-western Cultural Differences in

Business Negotiation

Abstract:

. Nowadays the cooperation and relationship between countries have become closer and closer

because the tendency of the world‟s economy globalization becomes stronger and stronger. With the

ongoing of China opening and reform policy, and successful entry in WTO, the relationship between

our country and other countries in the world will also become closer and closer. Various

cross-cultural negotiations become more and more frequent: so much attention is paid by business

men about different cultures in the cross-cultural negotiation. This paper aims at pointing out the

coping skills of the conflicts in the negotiation by analyzing specific cultural differences in

sino-western in international business negotiation. . Key Words: business negotiations; cultural conflict :countermeasures

摘要：经济全球化的趋势日益加强，国与国之间的交往与联系日益密切。随着中国改革开放的

不断深入和成功加入WTO ，我国与世界各国的联系也将越来越密切。各种类型的跨文化谈判日益频繁，因此跨文化谈判中的文化差异就越来越受到瞩目了。本文从国际商务谈判的中西方的文化差异的具体表现和以及我们的对策分析等多个层面分析了谈判中冲突的应对技巧，并在此基础上提出了国际商务谈判的策略应用。

关键词：商务谈判 文化冲突 对策

Introduction

International Business Negotiation is not only economic exchanges and national culture and communication. Especially between different ethnic groups in different countries. International business negotiation is affected by political, economic cultural and other factors from different countries and ethnic. . The most difficult to grasp is the cultural factors. Cultural differences always lead to the collision and even conflict during the business negotiations. As a result,many negotiations fail, which has a direct affect on the smoothie conduct of international business activities. Therefore we must understand the different cultural backgrounds of the different countries. In order to successfully carry out business activities, on this basis, to exceed and develop a reasonable negotiation strategy to make the international business activities successful.

1 Performance of sino-western cultural differences in business negotiations

1.1 Differences in sino-western values

Value is a key element of culture .In China, it is the Confucianism which is viewed rent as

the key element, advocating the harmony of the person itself , person to person, man and society , that is, collectivism which emphasis on team goals, team spirit. Foreign scholars call this trait of the Chinese traditional culture collectivism, that members of collectivistic cultures are willing to

sacrifice their personal interests, needs and goals to the interests of the groups. Because of this, the Chinese people emphasize the personal interests should be subject to the overall interests of society, and society should regard as a whole to develop, in order to get the greatest benefits.

In Western countries, the individualism is the core of its culture. personal values, personal will, personal ignite, individual freedom, personal feelings personal rights and personal interests are outstanding .The whole society go for individualism, put great emphasis on self-value realization, they measure the value of life by personal success. The main feature of Western culture is to put more attention on personal material. Therefore, in the communication they put theirselves as the center, to pass by the center, straightforward communication language, which is results-oriented. In order to achieve their own ends, they are not hesitating to use a variety of persuasion techniques.

1.2Differences in sino-western verbal and non-verbal expression

Due to long cultural heritage and accumulation, countries form their own brilliant language and culture. Chinese culture stresses humility, subtl e; for example ,to answer “thank you”, the Chinese people used to say "you're welcome" . But British answer is "That's all right." (It does not matter), or even, "It's a easy case. "(Little things), to reflect the flamboyant and outspoken, exotic culture. In addition, there are large differences in word order, intonation, in the foreign language question, the interrogative pronouns is first, but in Chinese the personal pronouns is the first, such as, "Where you are?" (Where)? So due to differences in language and culture, it is inevitable to avoided resulting misunderstanding.

In international business negotiations, the negotiating parties, in addition to use oral language to communicate, they also use gestures, facial expressions and body language to express their views and feelings. Because of cultural differences, body language, expression and its meaning is different. In most countries and regions in the world, people nod to express that then do not agree with or oppose, but in some countries of South Africa, on the contrary, a negative response by nodding and agree with shaking his head, which often make the foreign businessmen puzzling

2. The effect of sino-western cultural differences on business negotiation

2.1 Sino-western cultural differences on intercultural communication obstacles

China has established diplomatic relations with most countries. Every country has its own customs and taboos, customs differences are a major obstacle for negotiators to communicate with the world, it will impede the normal information exchange of the negotiators. For example: the Chinese people shake hands to show friendly, but if shaking hands with the German, he would be nervous .Chinese eat with chopsticks, Westerners use knives and forks. These daily habits can also affect the negotiation communication. Westerners generally believed that "13" is unlucky, it should try to avoid on any occasion, if you don not care, it always will make the other side unpleasant, and even then the most thoughtful communication plan will also fail. In cross-cultural negotiations, the subtle facial expressions, gestures and body language are very different. The Americans make a circle with thumb and index finger to represent the "OK", while in Japan it is the symbol of representing the money, but zero or "worthless" in France, while in other countries may also mean other different meanings. Due to differences in cultural background, their negotiating style was also different. such as the United States ,its negotiating style are differences because of their different culture backgrounds. The character of the American is generous , they will show longtime friendship with others even though they know each other for a short time. They are decisive and confident, so they are always very confidently to enter the negotiations hall, They receive it as a sign to win when

they affirmed the actual material benefits. Americans like to communicate with "master" - his equally shrewd negotiator, persuading interests ‟ .As to the same person with self-confident and resourceful, he spontaneously born respect and is easier to negotiate. So in order to achieve the intended purpose, it is necessary to learn more about the habits and customs of the Western Society and learn to accommodate each other to avoide customs barriers in the communication business negotiations

2.2 Effect of thinking difference on business negotiation behaviors

Culture affects people's views and understanding about external things, different countries have different cultures, so inevitably there are differences in the mode of thinking which has been particularly evidence between the eastern and western cultures. Mode of thinking in Western culture focus on logic and analysis, while the mode of thinking of Eastern culture shows intuitive integrity, which is also the thinking characteristic of traditional Chinese culture. Due to the influence of traditional culture, Chinese people often pay more attention on intuition and the process of experience and feelings .In a relationship also tend to "treasure this experience and feelings”. Comparing with the Western mode of thinking, this mode of thinking has obvious general and vague, over time, will form a mindset which can be interpreted as identifying and simplifying the classification of perceptual processes on the external things. In essence, the mindset tend to ignore the difference between individual things, people are easy to exaggerate a social group-related cognitive attitude with emotional and to form a fixed creed. All fixed, each set has their own characteristics, it will directly affect the cross-cultural communication, resulting to communication failure. The negotiators of the different cultures showe differences in the negotiations on the basic of the different objective existence. "In accordance with the order of discussion, the negotiation is divided into horizontal negotiations and vertical negotiations. Lateral negotiations is first to identify all the issues involved in the negotiation, then to discuss them in cycle go hand in hand, staggered vertical negotiation is to identify the issues in chronological order one by one to discuss. "[3] (P510) In general, the lateral negotiations and vertical negotiations apply to different elements of the negotiations, in specific negotiations, it should be selected as the case .Tt is the result of the impact of cultural practices. For example, Americans tend to use the longitudinal negotiations, Frenchman is lateral negotiations. Because the negotiators of the United States like "package deal" approach, according to the issues one by one to talk in turn, while the French negotiators prefer to draw a rough outline of the subject of negotiations, and then repeated conversations to determine various topics. So in order to succeed in business negotiations, we must recognize the differences way of thinking. It is very evident in the negotiations. Since the Silk Road, China's textile industry has a rapid development, textile products are sold in Europe, and its success is by taking a correct understanding of the different countries, treating differently about the different thinking,

2.3 Effect of value orientation for negotiations

People's interpersonal skills are produced in the process of socialization, inevitably linked with values. Every culture has its own unique value system, this system can help people distinguish beauty and ugliness, good and evil, this is the philosophy of the people's moral standards and norms

of behavior. But it can not be divorced from the specific culture to exist, because the criteria of every culture is different, this culture maybe think it is good, another culture may be that bad, but they all have their reasonable existence in their own cultural system. They must not be understood as a standard of value advanced, another standard of value behind. For example, in Chinese culture, people respected the humble polite, the pursuit of going with the flow, do not like the feisty, and at the same time too prominent individuals are often blocked. It is the so-called "line is higher than the public, who will be non-s". In Chinese culture, the collective orientation dominate the pursuit of personal development is seen as a serious individualism, is bound to be condemned. Western culture is very individualistic, "go with the flow" is seen as the lack of enterprising spirit of the performance. It is the synonymous of lazy and incompetent People oriented thinking is rooted in their hearts, the people advocate independent thinking, independent judgment, relying on their ability to achieve their personal interests, and think that the personal interests supreme.

3Countermeasures of sino-western cultural differences in negotiation

3.1 Review interlocutors cultural norms, social customs and taboos

Before in dealing with foreign business people, we must as much as possible understand their customs and taboos in order to avoid some special attention to make each other unhappy and even affect the process of business negotiations and results. In the UK, "People regard the elephant as a symbol of stupid", [8] (P217) Therefore, when contacts with them, we should try to avoid using the elephant icon in trademarks and packaging. We must thoroughly understand the others culture. Not embody our own values and ideals in the product.

3.2Cultural differences, should remain neutral

I n transnational business negotiations, business culture sometimes even opposite, we will make improper comment on each other's cultural norms, so it is not let each other be judged by their own values, or this can easily lead to sharp conflicts, so when the collision of different cultures in the negotiation occurs, we must learn to respect, "try to stand on the party‟s cultural point to observe and think "[9] (P264)we can not be taken lightly even in extremely small part. Remember that economic interests in the negotiations are the first, rather than lecturing. The distinctive culture does not mean that better or worse. There is little neutral material in the brand identity of goods, it generally reflect each nation's own cultural ideas or values.

3.3 Overcoming communication barriers

Due to different cultural backgrounds between the two sides, the expression of one party is difficult to use another language to express, this always because misunderstanding. So we must pay particular attention on the quality of translation in cross-cultural business negotiations. For example: when a multinational president visit our some famous enterprises, our general manager proudly introduce to the guests: "Our company is a second-class companies." At this point, the translator with "second-class an enterprise "to express. Unexpectedly, the president heard this, the original high spirits soon cool down, he soon got up to leave with a few words. On the way home, he complained to the translator: "How can I work with a second-rate company?" In cross-cultural communication, the selection of translator is careful, and the translator should accurately translate each other's words in order to avoid unnecessary communication barriers between the negotiating parties Another communication obstacle is to understand information by professional habit and education level, and some areas of expertise cons traints. Party fails to understand the content of the other party„s information provided. In most of international business negotiations, all information in the transfer process should be converted once more because of the transfers. This shift is bound by interpreter's language skills, professional knowledge, understanding and skills and other factors. Lack of cultural awareness will make misunderstanding arise from the dispute and therefore the talks have stalled the process of information transfer. The saying goes: "there is nothing" [10] (P54), so to avoid an impasse in negotiations, but also to improve the quality of negotiators

Conclusion

Cultural differences are very complex issue, if we have a better understanding of the differences between Chinese and Western negotiations, we would find constructive channels of communication, and find the real reason for mutual misunderstanding or confrontation easily. We also take advantages of the negotiating style to manage the negotiation process, to grasp the direction and progress of the negotiations. For the truly successful negotiations, being familiar with two cultures would be more important than the bilingual, because words only make sense in its role cultural background.

Bibliography

[1]李郁张泳:浅谈国际商务谈判中的跨文化问题及对策. 商业研究, 第308期,2004

[2]肖靖:论国际商务谈判中的跨文化策略. 商业现代化，第451期,2005

[4]黄步苑:中西文化方式差异与国际商务谈判. 商场现代化，第466期,2006

[5]吴迅捷:跨文化商务谈判中应该注意的一些问题. 中国期刊全文数据库，第8期,2005

[7]丽萍. 浅议不同国家商务人员的谈判风格(J).辽宁财政高等专科学校.2003年第5卷第2期.

[8]君. 中西文化冲突与我国跨文化商务谈判对策(J).商业研究.2002/11(下半月版)

Acknowledgements

I would like to express my gratitude to all those who helped me during the writing of this thesis. I gratefully acknowledge the help of my supervisor, Ms. Ding , who has offered me valuable suggestions in the academic studies. In the preparation of the thesis ， she has spent much time reading through each draft and provided me with inspiring advice. Without her patient instruction, insightful criticism and expert guidance, the completion of this thesis would not have been possible. I also owe a special debt of gratitude to all the professors in Business English Major, from whose devoted teaching and enlightening lectures I have benefited a lot and academically prepared for the thesis.

I should finally like to express my gratitude to my beloved parents who have always been helping me out of difficulties and supporting without a word of complaint.