外贸企业商务英语跨文化交际策略
Since China joined the world trade organization,China into global economic integration steps to speed up,more and more Chinese enterprises to participate in the world economic stage hard competition,not only attracted a large number of forEign enterprise to invest in China,and there are many enterprises have out of the country engaged in international business negotiations and trading. And as the enterprise to open internawww.LWlm.Comtional exchanges between the main tools-business English language in all kinds of economic activities in the important role has become increasingly evident,and many domestic enterprises began to realize that business English for promoting international business association of significance. At the same time,as international trade in many countries and area between,must involves the intercultural communication. Intercultural communication itself is limited to people's cultural background,grew up in different cultural background of the people,to the same conversation may understand and use the context in produce very big difference. This will allow business activities are certain effect,and even led directly to the international negotiations and the failure of the trade.
1.The differences between Chinese and western culture exists natural (1)Values different Traditional Chinese is a whole unification country,with the are consistent and unification,but westerners,especially the modern western more outstanding inspanidual character and self. As in eating,more Chinese family is a large one around table sharing food,there may be to the guest to the food habit; While the westerners eat is points and the food,including dinner pay habit is also different. Chinese emphasize the collective consciousness and collective value,while the westerners may pay attention to inspanidual consciousness,personal values,the more make public inspanidual character. These differences makes communication habits and way also would be different. For another example,the Chinese people are used to from the perspective of the other side to think about the problem,for the other party of the emotional needs; And business English,but is mainly by thEIr own Angle for the start. (2)Traditional idea different Chinese people pay attention to tradition,habit according to practice,praise highly authoritative,like after mass mainstream,sense of time is not strong,can't risk and lack of creativity and competition consciousness; While the westerners relative Chinese people,they have more innovative and explore the spirit,and they are always more like a challenge and a willingness to be new,in action more attention to pursue its effectiveness. (3)Ethics and morality are different From the main body,for westerners more rational,and have the contracted spirit; And the Chinese on emotional and see the world. Western ethics not to avoid competition and conflict and harmony and harmonious Chinese value. For instance in solving the economy dispute,the Chinese may first concern is the relationship or through an acquaintance to weigh the arbitration. Westerners in dealing with economic disputes,used to give priority to the law means. So Europe andAmerica in the enterprise legal adviser is very important role,and China's many enterprise may not have set full-time legal advisor such posts. 2.Business activities,the main cross-cultural differences reflectwww.LWlm.Com (1)In the process of business executives cultural differences reflect In the enterprise business reception process,very taboo is egotistical and self-centered,fishing for other people's privacy,everything from thEir own habits and thoughts set out,not to understand and follow the culture of business contacts partner. So it's very easy to cause the communication is difficult,even lead to the failure of the talks to trade. We are in business executives,must pay attention to avoid the topic of personal privacy,lest cause others misunderstanding and unnecessary trouble,affect the normal business activities smoothly. (2)Business negotiation activities of the cultural differences Business negotiation is business trading activities of a very key link,it directly to the final success or failure of communication and trade. On the table cultural differences embodies the Chinese and western people from the values,style and culture to the background,and the results of negotiations has played an important role. 3.How to improve the business contacts ability to crosscultural communication principle and methods Intercultural communication faces a primary problem is to understand and deal with different cultural differences of bring exchange barrier.In the application of business English and forEIgn enterprise personnel in the communication activities,it shall be equipped with the accurate,comprehensive to understand and grasp the basic ability to other culture,especially pay attention to the national culture and the cultural differences of place.In order to better understand the communicative intention,and avoid for cultural exchange obstacles and bring business contacts risk failure. (1)Because is appropriate,seek common ground while putting aside differences and introducing the cultural adaptation of the strategy In international business negotiations and trading activities,both must follow the law of international general,also want to accord with local cultural differences. Without prejudice to his own basic benefit,under the premise of understanding and tolerant cooperation to each other's culture habit differences,while reserving requirements are the same. Of course,culture include not simply give up their own cultural characteristics,but a common fusion,respect. When the time is ripe and allow,can proper will features of their own culture to local culture introduced guide,this is also the cultural exchange promote business exchange a good form. (2)The principle of fair play In the commercial negotiations and trade activities,shall reflect the principle of fair play.Enterprise is big is small,have a few more interests,but one kind of equal relations and attitude to communication continued development. In trade activities,shall chase the mutually beneficial and win-win,but not the only one. In the commercial activity,especially and some big multinational enterprise relationship,foreign trade enterprise business personnel shall be conscious maintained this enterprise the interests and dignity. In business negotiations,thus shall,as far as possible from the viewpoint of development,find the two sides a win-win situation points. (3)The language communication optimization In addition to the language communication means outside,still have a lot of nonverbal communication and elements of the level.For example by differentiation gestures,facial expression,facial expression and communication process information is also very important segment.They are in a lot of language can't access or language cost high occasions,can get twice the result with half the effort. www.LWlm.ComIn this respect,the differences between Chinese and western should be more outstanding.Generally speaking,westerners communication process of various body movement is more rich,Chinese generally more inside collect. In the commercial activity,should understand and proficient in using the cultural differences.