study on the cultural adaptation in international business商务英语专业本科学位论文.docx

study on the cultural adaptation in international business商务英语专业本科学位论文.docx

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studyontheculturaladaptationininternationalbusiness商务英语专业本科学位论文

Contents

摘要...................................................................................................................................ii

Abstrat.............................................................................................................................iii

I.Introduction..................................................................................................................1

II.ApplicationsofCultureAdaptationinInternationalBusiness.............................2

2.1InternationalBusiness...........................................................................................2

2.2CulturalBarrierstoInternationalBusiness...........................................................3

2.2.1PsychicDistance...........................................................................................3

2.2.2LanguageinCross-CulturalCommunication..............................................5

III.TheCultureAdaptationinAdvertising.................................................................7

3.1DefinitionofAdvertisinginDifferentCultures....................................................7

3.2TheInfluenceofCulturalDifferencesinAdvertising..........................................8

IV.TheCultureAdaptationinIMCTechnologyandBusinessTraveling................11

4.1IMCTechnology..................................................................................................12

4.2BusinessTraveling...............................................................................................13

V.Conclusion..................................................................................................................15

References.......................................................................................................................16

Acknowledgements

摘要

在世界经济飞速发展的今天，全球一体化进程加快。

国际范围内的商务活动日益频繁，跨文化交际成为经济活动的主要内容。

由于文化差异的存在，跨国经济活动中的文化冲突现象无处不在，大大阻碍了经济的发展。

为解决文化障碍，跨国企业在实践中开始重视文化适应问题。

然而国际商务中的文化适应是一个新的课题，企业者对文化及文化适应等概念认识不够，文化差异和文化适应意识不强。

本文介绍了什么是国际商务，国际商务中的文化障碍，广告和跨国企业的文化适应。

希望通过联系商务实例对国际文化适应的实践研究起一定的作用。

本文提出在国际文化适应的实践和信息时代文化差异和心理距离缩小的国际环境中提高企业家文化适应能力的重要性。

关键词：

文化障碍，文化适应，国际商务

Abstract

Theworldeconomyisdevelopingfastlyandtheprocessofeconomicglobalizationhasspeededup.Theworldbusinessactivitiesaremorefrequentandcross-culturalcommunicationismoreimportantineconomicactivities.Becauseofinternationalculturaldifferences,culturalconflictsareprevalentininternationalbusiness,whichgreatlyhinderthedevelopmentofeconomy.Infaceoftheseculturalchallenges,multi-nationalenterpriseshavegivenmuchmoreattentiontocultureadaptation.Cultureadaptationininternationalbusinessisanewsubjectforinternationalmarketers,ofwhichinternationalmarketersarenotaware.Inthispaper,whatisinternationalbusiness,culturalbarriers,cultureadaptationinadvertisingandmultinationalenterprises.Thewriterattemptstorelateconceptsandtheoriestoexamplesinthehopeofassistingintheresearchandpracticeofinternationalcultureadaptation.Inthispaper,thewritersuggeststhatmarketers’abilityofcultureadaptationisofgreatimportanceasculturedifferencesandpsychicdistancediminishattheinformationage.

KeyWords:

culturebarriers,cultureadaptation,internationalbusiness

StudyOntheCulturalAdaptationinInternationalBusiness

I.Introduction

Withthetrendofeconomicglobalizationandintegration,internationalmarketershavemetthechallengesofculturalimpactininternationalbusiness.Culturefactorshavealwaysbeenignoredinmakingglobalmarketingstrategyandadjustment.Communicationandunderstandingarecrucialtoglobalbusinessindiversecultures.Howtoadapttodifferentculturesinthetargetmarkethasbeenafocusforinternationalbusinessmen.Cultureislearned,culturaladaptationisessentialtothesuccessoftheinternationalmarketing.

Cultureadaptationisthecontentofculturalrelativism.Culturalrelativismistheattitudethatthegoodorbadpointsofaculturearerelativetospecificculture.Peoplecannotjudgetheotherculturesandpeople’sbehaviorswiththeirownculturevalues.Andthejudgingofother’sbehaviorswithone’sownvaluesystemsisthebehaviorofethnocentrism.Incross-culturalcommunication,ethnocentrismmaycauseculturalconflict,andmisunderstanding,especiallyincross-culturecommunicationandininternationalbusiness.Theestablishmentofmutualtrustisimportantininternationalbusiness,onthebasisofmutualtrust,thegoodrelationshipcanbeproducedandbusinesscanbecarriedon.Howtobuildtrustamonginternationalbusinessmen?

Thewayistoreachmutualunderstanding,theunderstandingofother’scultures,whichistheunderstandingofother’svaluesandbehaviors.Tounderstandother’sculture,wemustavoidethnocentrismandapplyculturalrelativism.Thatistoescapeourowncultureboundandseeothers’culturesintheirownways.

Thispapertalksabouttheculturaladaptationininternationalbusinessanditsnewmethodsused.Thefirstpartofthispaperintroducestheculturalbarrierstointernationalbusiness,cultureadaptationininternationaladvertisingandmultinationalenterprises.Cultureislearned.Onecanlearnandunderstandanotherculture.Theelementsofculturearealwaysthefactorstobeconsideredincross-culturalcommunication.Businesscustomsaremorespecific,theyarethesub-cultureofculture.Attentionshouldbegiventotheuseofnonverbalcuesascolors,space,numbers,shapesandanimalsinbusinesscustomswhenconveyingculturalinformationasinadvertisingininternationalbusiness.

II.ApplicationsofCultureAdaptationinInternationalBusiness

Thischapterismainlyonthebarrierstointernationalbusiness.Theabilityofinternationalmarketersisemphasized,andtheapplicationofethnographicmethodissuggestedinanalyzingfeaturesofspecificgroupofpeopleinaculture.

2.1InternationalBusiness

Howinternationalbusinesstakesplace?

Ashumanbeingshavethepsychologicalandmaterialneedsfromtheworld.Intheinternationalenvironment,eachnationhasitsownnaturalresourcesandtechnologytoproducecertainamountsandcategoriesofgoods,butitisnotadequate,andthereshouldbeglobalexchangetomeethigherrequirementsofpeople.Thereareseveralreasonswhycountriestradewithothercountries.First,nonation,evenadevelopedone,canproducealloftheproductsthatpeoplewantandneedSecond,ifacountrybecomeself-sufficient,othernationswouldseektradewiththatcountryinordertomeettheneedsoftheirownpeople.Third,somenationslikeChinaandRussiahaveanabundanceofnaturalresourcesandalackoftechnology,whileothercountriesasJapanhaveadvancedtechnologybutfewnaturalresources.Tradeenableseachnationtoproducewhatitismostcapableofproducingandtobuywhatitneedsinamutuallybeneficialrelationship.AsinFreetrade,themovementofgoodsandservicesamongnationsiswithoutpoliticaloreconomictradebarriers,thisgreatlypromoteregionalorworldeconomy.（WilliamG.Nickels,JamesM.Mchugh.SusanM.Mchugh,2002:

65）

2.2CulturalBarrierstoInternationalBusiness

Therearesomanybarrierstointernationalbusiness,takeinternationaltradeforinstance,thebarriersaresocio-culturalbarriers,economicbarriersandtradebarriers.Culturalbarrierisanimportantfactorininternationalbusiness.Theseculturalbarriersarethefactorsinhibittheflowofinformationandunderstandingofotherculturesintheglobalenvironment,whicharecalledpsychicdistance.Tobesuccessfulininternationalbusiness,marketersaretobeawareofthesefactorsandtrytoovercomethem.

2.1.1PsychicDistance

Psychicdistanceisusetomeanthefactorsorcomponentsthatpreventtheunderstanding,flowingofinformation,andmulti-nationalcommunication.Itincludeslearningandunderstandingforeigncultures,restrictionsandadjustingbehaviors.Itisaffectedbyculture.Therearesomedefinitionsofpsychicdistance,andtheconceptof“psychicdistance”wasfirstusedtoexplainthedistributionofinternationaltrade.Otherresearchersnoticedtermsbeyondgeographicaldistancealsohadanimpactonthetradeandlimitingonbusinessmen’sknowledgeaboutmarketselements.

Psychicdistancemeansfactorspreventingordisturbingflowsofinformation.Abroaderdefinitionisfactorspreventingordisturbingfirms’learningaboutandunderstandingaforeignenvironment.Afirmwhichisinterestedinpursuingbusinessgoalsinaforeignenvironmentneedtolearnthefactsaboutlaws,distributionsystems,etc.,anditmustalsounderstandenoughoftheculturetobeabletorelatetoitandadjustitsbehavior,thisdefinitionemphasizesthatthefirmshouldgiveanalysistotheforeignmarket.Individualshavetheirownconceptoftheworldinpsychicdistance.Howpsychicdistanceaffectsthebehaviorofbusinessfirms?

Amongalltheblocksthatinhibitinternationalbusinessortrade,culturedifferenceisthedifficultandimportantone.Itissignificanttobeawareofculturedifferenceandexplorethesimilaritiesinvariouscultures.

However,thepsychicdistanceconceptnotonlymeansthedifferencesoftwocountries,andtheeffectculturaldifferencehasoninternationalbusinessoperation,butalsotheabilitytoovercomeit.Itmeanstheparticularabilityofacountry.Inspiteofobstaclesofculturaldifferences,theLearningaboutandunderstandingtheforeignenvironment,thefirmsorbusinesswithinaparticularcountrymaydevelopwaysandmeanstoovercomethesedifferences.（KjellA.NordstromandJan-ErikVahlne,411）

Intheinternationali