文化差异对商务英语谈判的影响.docx
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文化差异对商务英语谈判的影响
学校代码：
10128
学号：
200720802026
本科毕业论文
（
中文题目:
文化差异对商务英语谈判的影响
英文题目:
OntheImpactofCulturalDifferencesupon
BusinessNegotiation
学生姓名：
刘雅楠
学院：
外国语学院
系别：
英语系
专业：
英语
班级：
英07-5班
指导教师：
董君副教授
二〇一一年六月
摘要
在现代商业的快速发展过程中，文化一直都起着非常重要的作用。
同样地，文化对商务谈判的影响也不可小觑。
影响谈判的因素有很多，其中文化差异的存在尤为重要，甚至会直接影响到商务谈判的结果。
只有正确认识并妥善把握中西方文化差异，才能不断提高自己的谈判技巧，强化自身优势，推进商务谈判的顺利进行。
然而，目前在商务谈判过程中，对文化差异的存在而产生的影响，人们并没有给予足够的重视。
本文通过对商务谈判相关内容的分析研究，找出文化差异在商务谈判中的重要性之所在；通过对比分析各因素对商务谈判的影响，从而寻求文化差异对商务谈判的作用以及与各因素间的关系；最后研究得出结论，文化差异对商务谈判有很大的影响，只有正确认识并妥善把握中西方文化差异，才能不断提高自己的谈判技巧，强化自身优势，推进商务谈判的顺利进行。
关键词：
商务谈判；文化差异；提高；谈判技巧
Abstract
Culturehasbeenplayingaveryimportantroleintherapiddevelopmentofmodernbusiness.Similarly,theimpactithasonbusinessnegotiationisalsoverygreat.Therearemanyfactorsinfluencingbusinessnegotiation,amongthem,culturaldifferencesareofspecialimportance.Theresultmightbechangedduetothedifferencesinculture.Aslongasweknowaboutthedifferencesincultureandfurthermoremakefulluseofthem,theprocessofnegotiationcangoesonsmoothly.However,nowadays,enoughattentionhasnotbeenpaidtotheimpactofculturaldifferencesonbusinessnegotiation.Thisthesispointsouttheimportanceofculturaldifferencesexistinginnegotiationbycollectingandstudyingconnectedinformation,triestofindouttherelationshipbetweenbusinessnegotiationandallfactorsthatinfluencenegotiation,andfinallycometotheconclusionthataslongaswehaveagoodknowledgeofculturaldifferences,whichhasgreatimpactonthebusinessnegotiation,wecanimproveournegotiationskillsandpromotetheprocessofnegotiation.
Keywords:
businessnegotiation;culturaldifferences;improve;negotiationskills
TableofContents
Outline
ThesisStatement:
OnlyiftheculturaldifferencesbetweenChinaandwesterncountries,whichhasbeenplayingaratherimportantroleinbusinessnegotiation,arerecognizedcorrectlyandusedproperly,canpeopleimprovetheskillsinnegotiatingandpromotetheprocedureofthenegotiationitself.
.BusinessNegotiationisactuallyaprocessinwhichnegotiatorsmusttakedifferentstrategiesandtactics.
.AccordingtoRobertMaddux,negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant,andbusinessnegotiationhasitsownfeatures.
.Thestrategiesandtacticsusedinbusinessnegotiationarevarious.
.Therearemanyfactorsthathaveinfluenceonbusinessnegotiation,includingenvironment,emotional,culture,andsoon.
.Environmentalfactorsinbusinessnegotiation,rangingfrompolitics,religion,andlawtonationaltradition,haveanessentialimportanceuponbusinessnegotiation.
.Personalfactorsarealsoofspecialimportance.
C.Culturaldifferenceisthemostimportantfactorwhichinfluencestheprocessandresultofbusinessnegotiation.
1.Therearedifferencesbetweenculturesexistinginmanyaspects.
2.Specificfactorsinculturaldifferencesincludingbehaviors,value,andwayof
negotiatinganddecisionmakeprocess.
3.Differentcultureshavedifferentstyles,manners,processesandapproachesinnegotiating.
.Negotiatorsmuststrengthentheirawarenessofinterculturalbusinesscommunication,overcomevariousobstaclesandbeflexibleinasuccessfulnegotiation.
.Conclusion:
Knowingthattherearemanyfactorsthathaveimpactonbusinessnegotiation,amongwhichtheculturaldifferenceisratherimportant,willhelppeoplecarryonanegotiationinaharmoniousatmosphereandtoreachtheiraims.
Introduction
Therearemanydifferentdefinitionsforcultureexistence,generallyspeaking,culturereferstothecombinationofknowledge,belief,art,law,custom,etc.thiskindofcombinationdecidespeople’sviewsofvalueandtheirthoughts.Ithasaneffectonpeoplewhocomefromthesameculturalbackground.Differentcountryhasitsownuniqueculture,history,tradition,andsoon.Internationalbusinessnegotiationhappensindifferentcountries.Thisistosay,knowingtheculturesindifferentcountriesandtheirinfluenceonbusinessisveryimportant.Toachievethesuccessinnegotiatingwithforeigncountries,thelimitinculturesisadifficulttask.Thereasonisthatwhateverthetechniqueis,whateverbenefitacertainproductwouldbring,allthebusinessmustbedonebypeople.Theunderstandingofculturaldifferencesaffectsalmostallaspectofabusinessnegotiation.Lackinginunderstandingwouldmakethenegotiationmorecomplicated.Forexample,Americansputfingersintomouthsafterhavingsomefood,whichisunacceptedtoChinese.WhileChinesetendtoeatfoodinthesameplate.Therefore,inbusinessnegotiation,payingattentiontothecultureoftheopponentisoneofthefactorsthatinfluencetheresultofthenegotiation.
Chapter
BusinessNegotiation
1.1WhatisNegotiation
Negotiationistheprocesswithwhichwecansatisfyourselvesinsituationthatsomebodyelseisincontrolofourneeds.TheauthorofTheArtofNegotiatingthinksthatnomatterwhenpeopleexchangeideasinordertochangerelationships,nomatterwhenpeopleconferforreachinganagreement,thentheyareactuallyintheprocessofnegotiation（Wang76）.
Negotiationiscarriedonbetweenhumans.Inmen’ssocialinteraction,itmaybethemostcommonone.Wesaythatalmosteveryoneinthisglobeisrelatedinnegotiationindifferentways.Peoplenegotiatewhilehavingameal,watchingamovieorevencleaningthehouse.
Initsmodernsense,negotiationistheabilitytodealwithbusinessaffairs,toarrangebydiscussionthesettlementofterms,toreachagreementsthroughtreatiesandcompromise,andtotravelthroughchallengingterritory（Cao43）.
Negotiationcontainsmanycontentsincludingmediation,consultation,arbitration,bargaining,andevenlitigation.
1.2TacticsandStrategiesinBusinessNegotiation
Intheprocessofbusinessnegotiation,strategiesandtacticsareallveryimportant,buttheyarenotthesamething.Generallyspeaking,strategyreferstotheplanusedto
achievecertainresultorgetsomeadvantagesovertheopponent,andtacticsreferstothemeasuresbywhichthestrategicobjectivesareachieved.Thatistosay,strategicplanaimstopointoutthingsneededtobedonetogainafinalresultwhichisclosertoone’sownposition.However,tacticsaimsatthemeansthatmightbeusedtogetsomeadvantagesintheprogressofnegotiations.Aslongasthenegotiatorchoseastrategy,tacticsaretobedecidedtoensurethegoals.Althoughinmanycases,strategycanbeusedastactics,theyarenottotallythesameinthatthelatteroneisnotalong-termmeasure,itistemporarydevisedtoachievesomecertainresults.
Thereatetwobasicstrategiesinnegotiation,thatis,offensivestrategyanddefensivestrategy（Yu104）.Specificallyspeaking,choosewhichonedependsmuchonalargecontentonwhichpartthenegotiatorisplaying,thebuyerortheseller.
Offensivestrategyisoftenusedtotaketheinitiative,however,defensivestrategyisusedforobservingandwaitinguntiltheopportunitiesarecomingorsomenecessarystepsmustbetaken.Usuallythegroupwhohasthegreatestneedwilltakethefirstaction.Showingtoomucheagernesswillmakethedeallessattractivebeforeitstarts.
Generallyspeaking,theruleisthatthesellermuststandonapositionthatdoesn’ttendtoeitherside,becauseitmightnotbenecessarytoattackordefend.Thebuyerwouldaccepttheseller’ssuggestions.Thebuyermayaccept90%oftheadvicesfromthesellers,leavingfewthingstobediscussed.
Atotallydefensivepositionisnotthebestchoice,becauseitgivesthebuyera
changetorefusetheseller’soffer.Whenthere’smoreneed,aneutralstanceisastance
inwhichthesellercouldtakeactiontofightthebuyerbackbymovingtoamoreoffensiveposition.Thispositionleadsthebuyerintoaplacetoprovethattheselleriswrong.Asfewnegotiatorshavetheknowledgetodoitwithefficiency,thisisnoteasy.Itwillbecomeevenmoredifficultwhenthesellerkeepsrefusingthebuyerinwaysofdemandingobjectivecasestosupportthefact.
Tosummarize,asuitablestrategywouldappearonlywhenthequestionscomeoutduringthereflection.Wheneverthereisananswer,thinkmoreabouttheguidelinesoftheopposition’sopinions.Upstandingtheopponentcanreducetheriskandestablishpartoftheprocessfornegotiation.
Abouthowtoselectasuitablestrategy,herearesomeguidelines（Cao75-79）:
✧Figureoutthepurposeofstartinganegotiationwithacertaingroup.
✧Whatfactorswillinfluencethisnegotiation.
✧Setoutthemaingoalinthetargetmarket.
✧WhatexperiencedoIhave?
✧Whatexperiencedoesouropponenthave?
✧Taketheopponent’spersonalinformationintoconsideration.
✧Whatissuesshouldbediscussedduringthisnegotiation?
✧Willthisnegotiationresultinalong-termrelationship?
✧Listtheadvantagesanddisadvantagesofbothsides.
✧Considerwherethecontractwouldbeexecutedifthere’sanicelegalstructure
inthetargetmarket.
✧Arethereanyotherchoicestocompleteanegotiation?
Therearealsotwokindsoftactics:
offensivetacticsanddefensivetactics.Theoffensivetacticsincludingaskingquestions,searchingfortheirregularitiesanddifferencesinthecontext,feigningablowtotheeastandattackinginthewest,usingexcuses,beingaggressive,tryingtofindouttheopponent’sinterestsandtherightanswers,tippingfortat,thebestchoice,presentingargumentswithconfidence,promising,etc.Andforthedefensivetactics,therearealsosomespecificmeans,suchas“yes-but”technique,raisingupcounterquestions,reducingresponseandpretendingmisund
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