面子文化差异对中美商务谈判的影响doc.docx

面子文化差异对中美商务谈判的影响doc.docx

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面子文化差异对中美商务谈判的影响doc

中国矿业大学外文学院

2011级学年论文

姓名：

刘佳学号：

12115124

专业：

商务英语　　班级：

2011-03

论文题目InfluenceofFaceCultureonSino-USBusinessNegotiation　　　　　　　　　　　　　　　

指导教师：

陈硕职称：

讲师

2014年6月徐州

InfluenceofFaceCultureonSino-USBusinessNegotiation

Abstract:

WiththerapiddevelopmentofglobalizationandChina’sentryintotheWTO,ChinahasacloserandcloserrelationshipwiththeUnitedStatesfromeconomytopolitics,culturetotechnology.Itiscommonthatpeopleindifferentculturebackgroundsalwaysdifferinthinking,communicatingandliving.Especiallyininternationalcommunication,understandingandmutualrespectarethebasicprinciplesinbusinessnegotiations.Amongmanyfactorsthatimpactbusinessnegotiation,culturefactorisbecomingstrongerandstrongerinrecenttimes.Thereforepeopleneedtohaveagoodcommandofother’sculture.Chinahasenjoyedgreatreputationasatraditionalorientalcountry,fromthisperspective,wecanconcludethatpolitenesshasplayedamajorroleininterpersonalcommunication.FaceisoneofthemostimportantpartsofChinesepolitenesswhichinfluencesSino-USbusinessnegotiationtoalargedegree.WecannotdenythatChinaandtheUnitedStateshaveaquitedifferentviewonfaceperspectiveinSino-USbusinessnegotiations.ThispapermainlytalksabouttheinfluenceoffacecultureonSino-USbusinessnegotiation.

Keywords:

faceculture,difference,Sino-USbusinessnegotiation

i

面子文化差异对中美商务谈判的影响

摘要：

随着全球化的飞速发展，中国加入世界贸易组织，中美关系无论是在经济上还是政治上，亦或是科技上都日益密切。

然而，不同文化背景下的民族，人民在思想，交流和生活上都截然不同。

尤其是在国际贸易中，相互理解和尊重各种文化是最基本的原则。

影响国际贸易谈判的因素有很多，其中文化因素在商务谈判中的影响日益增强。

因此，各国人民应该对其他民族的文化有所了解。

作为东方大国的中国，自古以来盛誉在望，礼貌文明在人际交流中起到了重要作用。

面子文化作为中美文化的重要组成部分，对中美商务谈判的影响日益增加。

我们必须承认不同的面子文化观念对中美商务谈判产生一定的影响。

本文试通过对面子文化的比较分析，阐述其对中美商务谈判的影响。

关键词：

面子文化；差异；中美商务谈判

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Contents

Abstract................................................................................................................i

中文摘要.............................................................................................................ii

Contents..............................................................................................................iii

1.Introduction....................................................................................................1

2.DefinitionofFaceCulture.............................................................................2

3.CulturalDifferencesandReasonsbetweenChineseandAmericanFace

Perspective.........................................................................................................3

3.1IndividualismandCollectivism..............................................................3

　3.2EqualityandHierarchy...........................................................................4

4.InfluenceofFaceCultureofSino-USBusinessNegotiation......................6

4.1ExpressionintheNegotiation.................................................................6

4.2ConceptintheNegotiation......................................................................8

4.3EtiquetteintheNegotiation.....................................................................8

5.Conclusion....................................................................................................10

Bibliography.....................................................................................................11

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InfluenceofFaceCultureonSino-USBusinessNegotiation

1.Introduction:

Withtheinfluenceofglobalizationandboomingmarketeconomy,ChinaandtheUnitedStatesarecloselyrelatedtoeachother.TheUnitedStatesisoneofthestrongestcountriesintheworldwithadvancedtechnologyandstableeconomy.ItseconomicpoweristhesolidestanditsGDPaccountsfor1/10oftheworld’stotalGDP.Similarly,Chinaisthelargestdevelopingcountrywhoseeconomygrowsrapidlyandprosperously.Thereisnoquestionthatthesetwocountrieshaveheatedbusinessnegotiationswitheachother.In2013,thetotaltradevolumebetweenthetwonationsreached582.21billiondollars,markinga4.9percentageincreaseoverthelastyear.However,ChinaandtheUnitedStateshaveuniquecultureandfacecultureisanimportantpartofculture.Differentfaceperspectivewillcausealotofdifferencesintheirbusinessnegotiation.

BasedonthefaceculturaltheoryfromHofstede,HuHsienchin,andGoffman,thepapermakesafurtherresearchaboutfaceculturedifferencesbetweenChinaandtheUnitedStates.Andonthisbasis,thepapercombineswithexamplesofbusinessnegotiationstoillustratetheinfluenceofdifferencesoffacecultureonSino-USbusinessnegotiation.Bywayofcasestudymethod,thepaperconcludesthatSino-USbusinessnegotiationisaffectedinexpression,conceptandetiquette.Thispaperisdividedintofiveparts,thefirstpartdescribesthedefinitionoffaceculture,thesecondisthereasonsofSino-USculturaldifferences,andthethirdpartisthefaceofculturaldifferencesimpactonChina-USbusinessnegotiations,andfinallythepaperputsforwardsomesuggestionsbasedonSino-USbusinessnegotiation.

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2.DefinitionofFaceCulture

FaceoriginatesfromChinaanditisdividedintotwocharacters,oneishonorandreputationandtheotherisself-esteemanddignity.HuHsienchinisthefirstscholarwhobringsfacecultureintotheWest.Accordingtohisopinion,hebelievesthatfacerepresentsimportantsocialreputationandsocialstatuswhichcouldenhancetheirrespectandhonor.LinYutangoncesaid,Chinesepeople’sfacecanbewashed,shaved,lost,given,foughtandsaved.Everyoneofoursocietyneedstoprotectourfacenomatterweareyoungorold,poororrich.

Inviewofwesterncountries,theyalsohavetheirperspectivesoffaceculture.AccordingtoGoffman,faceisasociologicalconstructofinteractionandonceindividualsgiveoutapositiveselfimageofthemselves,theywouldhavetokeepthatsetimage.Whenindividualscannotkeeptheimagetheyclaimtobe,theyriskbeingembarrassedandalsotheywillbeconsideredtobeoddandperverse.Furthermore,Goffmancombinesfacewithsocialinteraction,believingfaceisthecentralgoalofinterpersonalrituals.Theprinciplesofsocialinterpersonalritualsareprotecting,preservinganddefendingface.So,inthisway,wecanconcludethatfaceinChinesemeansmianzi,whichvaluesface,reputation,self-respect,prestige,honorandsocialstanding.Ontheotherhand,faceintheUnitedStatesmeanstimian,whichvaluesface,goodlooking,honor,dignity,prestige.Itisobviousthatthedifferenceinunderstandingfaceisremarkablydifferent.

3.CulturalDifferencesandReasonsbetweenChineseandAmericanFacePerspective

Asaresultoftheremarkablyuniqueculture,therearesomeculturaldifferencesbetweenChinaandtheUnitedStateswhichareasfollows.

3.1IndividualismandCollectivism

Thefirstculturaldifferenceisaboutthetwocountry’svalue.ChinesevaluecollectivismandAmericanvalueindividualism.

Whenwedateintothehistory,weallknowthatChinesefeudalculturehasatwo-thousand-yearhistoryandOldChinaadvocatedthepolicyofrestrainingcommerce.China’scivilizationwasbasedonthetraditionalagricultureandthelonghistoryofChinesefarmingcommunitywasmatchlessinthewholeworld.Generationsoffarmersweretiedcloselytothelandfortheirsurvival.Peopleandland,peopleandpeoplehadformedabondofindependence,thus,itwasnaturalandreasonablethatgroupawarenesshadgrownincreasinglyandgreatlysincethen.Againstthissortofhistoricalbackground,thevalueofcollectivismhasperformedgreatfunctionsforinterpersonalandnaturalharmony.Withtheinfluenceoftraditionaleconomy,Chineseintodaystilltendtobecollectiveandtheyemphasizetheroleofcommunity.

However,whencomparedtoChina,sinceancienttimes,Westerncountrieswereinfavorofdevelopingcommerce.Later,theycameintotheindustrialsocietyquickly.Aftertheestablishmentofmoderncapitalistsystem,thesocietywasbasedontheprivateownership.Withtheactivepopulationmobility,itwashardtoformastableandcompletepopulationrelationship.Therefore,thestreamlineofAmericancultureistheindividual.Americansareindividual-centeredandtheydislike　　　interferingothers.“Cultureismoreoftenasourceofconflictthanofsynergy.Culturaldifferencesareanuisanceatbestandoftenadisaster.”Dr.GeertHofstedeoncesaidonthedimensionsanalysisonculturaldifferences.Hofstede’sattitudetowardstheculturaldifferencescanillustratethefaceculturalconflictbetweenChinaandtheUnitedStates.

Hofstedehasexaminedfourdimensionswithcollectingandanalyzingdatafromover100000individualsfrom40countries.Thefourwell-knowndimensionsarePowerDistance,UncertaintyAvoidance,IndividualismandMasculinity.Inthissense,thelargestconflictbetweenChinaandtheUnitedStatesliesintheirIndividualismandCollectivisminwork.

AccordingtoHofstede’stheoryaboutIndividualismandCollectivism,henotesthatisthetendencyofpeopletolookafterthemselvesandtheirimmediatefamily.Moreover,individualismisjustcontrarytothecollectivism.Countrieswithindividualismaremoreopenandpeopletheretendtobemorefriendlyandcooperativeandefficientthanthecountrieswithcollectivism.Inthissense,justtalkingaboutChinaandtheUnitedStates,ChinaismorecollectiveandtheUnitedStatesismoreindividual.Insomedegree,thedifferenceofindividualismandcollectivismmakesagreatimpactonbothcountries.Becauseofthedifference,ChinesetendtomakeateamtodecideinthenegotiationandAmericansl