商务沟通英语ppt 6教学内容.ppt

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1、商务沟通英语ppt6 Culture is more often a source of conflict than of synergy.Cultural differences are a nuisance at best and often a disaster.-Prof.GeertHofstede,EmeritusProfessor,MaastrichtUniversity.文化差异不仅不能发挥协同作用反而却成为冲突的源泉，文化差异是个大麻烦甚至是灾难。High-context Culture Vs.Low-context CultureInhigh-contextculture,m

2、ostoftheinformationisinferredfromthecontextofamessage;littleisexplicitlyconveyed.Inlow-contextculture,contextislessimportant;mostinformationisexplicitlyspelledout.High-context culturesSwissGermanGermanScandinavianAmericanBritishFrenchItalianSpanishGreekArabChineseLow context culturesJapaneseThe foll

3、owing expressions are often used by North Americans:Letsgettothepoint.Letsgetdowntothepoint.Letsgetitstraight.Whatsthepoint?Donotbeataroundthebush.Justshootoutitout.高语境与低语境在广告中的体现高语境与低语境在广告中的体现大宇汽车广告大宇汽车广告毋须任何言辞沟通，只须微笑即可解。美国速递公司COLORDIRECT广告广告SO.YOUWANTTOMAILSTRAWBERRYICECREAM.Low vs.High Power Dist

4、anceThisculturaldimensionlooksathowmuchaculturedoesordoesnotvaluehierarchicalrelationshipsandrespectforauthority.ExamplesofcultureswithhighPDIscoresincludeArabicspeakingcountries,Russia,IndiaandChina.ThosewithlowscoresincludeJapan,AustraliaandCanada.In a high power distance cultures the following ma

5、y be observedThoseinauthorityopenlydemonstratetheirrank.Subordinatesarenotgivenimportantworkandexpectclearguidancefromabove.Subordinatesareexpectedtotaketheblameforthingsgoingwrong.Therelationshipbetweenbossandsubordinateisrarelyclose/personal.Politicsispronetototalitarianism.Classdivisionswithinsoc

6、ietyareaccepted.In a low power distance cultureSuperiorstreatsubordinateswithrespectanddonotpullrank.Subordinatesareentrustedwithimportantassignments.Blameiseithersharedorveryoftenacceptedbythesuperiorduetoitbeingtheirresponsibilitytomanage.Managersmayoftensocializewithsubordinates.Liberaldemocracie

7、sarethenorm.Societiesleanmoretowardsegalitarianism.If you are working with or going to a country with a higher PDI than yours then-giveclearandexplicitdirectionstothoseworkingwithyou.Deadlinesshouldbehighlightedandstressed.-donotexpectsubordinatestotakeinitiative.-bemoreauthoritarianinyourmanagement

8、style.Relationshipswithstaffmaybemoredistantthanyouareusedto.-showrespecttothosehigheruptheladder.-expecttoencountermorebureaucracyinorganizationsandgovernmentagencies.If you are working with or going to a country with a lower PDI than yours then-peoplewillwanttogettoknowyouinaninformalmannerwithlit

9、tleetiquette.-bemoreinclusiveinyourmanagementorleadershipstyleasbeingdirectivewillbepoorlyinterpreted.-involveothersindecisionmaking.-donotbasejudgmentsofpeopleonappearance,privilegesorstatussymbols.dontexpecttobetreatedwiththeusualrespectordeferenceyoumaybeusedto.Some of the common traits found in

10、countries that score high on the masculinity scaleLifesprioritiesareachievement,wealthandexpansionItisacceptabletosettleconflictsthroughaggressivemeansWomenandmenhavedifferentrolesinsocietyProfessionalsoftenlivetowork,meaninglongerworkhoursandshortvacationsIf you are working or doing business in a c

11、ountry with a higher masculinity score than yourself thenTosucceedinthiscultureyouwillbeexpectedtomakesacrificesintheformoflongerworkhours,shorterholidaysandpossiblymoretravel.Beawarethatpeoplewilldiscussbusinessanytime,evenatsocialgatherings.Avoidaskingpersonalquestionsinbusinesssituations.Yourcoll

12、eaguesorprospectivepartnerswillprobablywanttogetstraighttobusiness.Communicationstylethatisdirect,conciseandunemotionalwillbemosteffectiveinthisenvironment.Self-promotionisanacceptablepartofthebusinesscultureinthiscompetitiveenvironment.If you are working or doing business in a country with a lower

13、masculinity score than yourself thenRecognizethatpeoplevaluetheirpersonaltime.Theyprioritizefamilyandtakelongerholidays.Workingovertimeisnotthenorm.Smalltalkatsocial(orbusiness)functionswillfocusonanindividualslifeandinterestsratherthanjustbusiness.Personalquestionsarenormalratherthanintrusive.Inbus

14、inessdealingstrustweighsmorethanprojectedprofitmarginsandthelike.Some of the common traits found in countries that score low on the masculinity scaleInlifethemainprioritiesarethefamily,relationshipsandqualityoflifeConflictsshouldideallybesolvedthroughnegotiationMenandwomenshouldshareequalpositionsin

15、societyProfessionalsworktolive,meaninglongervacationsandflexibleworkinghoursUncertainty avoidanceInessencethisculturaldimensionmeasuresacountryorculturespreferenceforstrictlawsandregulationsoverambiguityandrisk.AccordingtheHofstedesfindingsGreeceisthemostrisk-averseculturewhileSingaporetheleast.Gene

16、rallyspeakingProtestantcountriesandthosewithChineseinfluencesscorelow.Catholic,BuddhistandArabicspeakingcountriestendtoscorehighinuncertaintyavoidance.Some of the common traits found in countries that score highly on the uncertainty avoidance scaleUsuallycountries/cultureswithalonghistory.Thepopulat

17、ionisnotmulticultural,i.e.homogenous.Risks,evencalculated,areavoidedinbusiness.Newideasandconceptsaremoredifficulttointroduce.Some of the common traits found in countries that score low on the uncertainty avoidance scale includeUsuallyacountrywithayounghistory,i.e.USA.Thepopulationismuchmorediversed

18、uetowavesofimmigration.Riskisembracedaspartofbusiness.Innovationandpushingboundariesisencouraged.If you are working or doing business in a country with a higher uncertainty avoidance score than yourself thenDontexpectnewideas,waysormethodstobereadilyembraced.Youneedtoallowtimetohelpdevelopanundersta

19、ndingofaninitiativetohelpfosterconfidenceinit.Bepreparedforamorefatalisticworldview.Peoplemaynotfeelfullyincontrolandarethereforepossiblylesswillingtomakedecisionswithsomeelementoftheunknown.If you are working or doing business in a country with a lower uncertainty avoidance score than yourself then

20、Trytobemoreflexibleoropeninyourapproachtonewideasthanyoumaybeusedto.Bepreparedtopushthroughagreedplansquicklyastheywouldbeexpectedtoberealizedassoonaspossible.Allowemployeestheautonomyandspacetoexecutetheirtasksontheirown;onlyguidelinesandresourceswillbeexpectedofyou.Recognizethatnationalsinthecount

21、rymaytakeadifferentapproachtolifeandseetheirdestinyintheirownhands.6.1Misunderstandings&ConflictsBetweenAmerican&JapaneseBusinessPeople1.Individualism Vs.CollectivismIndividualism referstothedoctrinethateachindividualisunique,special,completelydifferentfromallotherindividuals,and“thebasicunitofnatur

22、e”Itwasspelledoutindetailbytheseventeenth-centuryEnglishphilosopher,JohnLocke.Individualism means the following:Respectotherpeoplesrightsandprivacy,anddefendonesownrightsandprivacy.Relyononesowneffortsbutnotonesparentsorotherpeopletosucceed.Takeresponsibilityforonesownactionandonesownactiononly.Theg

23、overnmentisemployedbytaxpayers.Ithasnorighttointerferewithindividualsfreedom.Everybodyhastherightandfreedomtochoose.Mypresentlivingconditionistheresultofmyownchoice(Nobodyshouldberesponsibleforitnomatteritisgoodornot).In a country that scores highly on the individualism scale the following traits ar

24、e commonApersonsidentityrevolvesaroundtheIPersonalgoalsandachievementarestrivedforItisacceptabletopursueindividualgoalsattheexpenseofothersIndividualismisencouragedwhetheritbepersonality,clothesormusictasteTherightoftheindividualreignsupreme;thuslawstoprotectchoicesandfreedomofspeechIn a country tha

25、t scores low on the individualism scale the following traits are commonWeismoreimportantthatIConformityisexpectedandperceivedpositively.Individualsdesiresandaspirationsshouldbecurbedifnecessaryforthegoodofthegroup.Therightsofthefamilyaremoreimportant.Rulesprovidestability,order,obedience.If you are

26、working or doing business in a country with a higher individualism score than yourself thenRememberthatyoucantdependonthegroupforanswers.Asanindividualyouareexpectedtoworkonyourownanduseyourinitiative.Prepareyourselfforabusinessenvironmentthatmaybelessreliantonrelationshipsandpersonalcontacts.Busine

27、ssandpersonallifemayverywellbekeptseparate.Employeesorsubordinateswillexpectthechancetoworkonprojectsorsolveissuesindependently.Beingtointrusiveintotheirworkmaybeinterpretednegatively.Itisnotuncommonforpeopletotryandstandoutfromtherest.Thismaybeduringmeetings,presentationsorevenduringgroupwork.Beari

28、nmindthatacertainamountofindividualexpressionistolerated,i.e.peoplesappearance,behavior,etcIf you are working or doing business in a country with a lower individualism score than yourself thenIndividualswillhaveastrongsenseofresponsibilityfortheirfamily.Rememberthatpraiseshouldalwaysbedirectedtoatea

29、mratherthanindividualsasotherwisethismaycausepeopleembarrassment.Rewardteamsnotpeople.Understandthatpromotionsdependuponseniorityandexperience-notperformanceandachievement.Decisionmakingmaybeaslowprocess,asmanyindividualsacrossthehierarchywillneedtobeconsulted.2.Eloquence Vs.SilenceEloquence:(fromLa

30、tineloquentia,theLatinrootloqu,orloc,meanstospeak)vivid,effective,orpersuasivecommunicationinspeechorartisticperformance“ThelongerIlive,themoreIhavecometovaluethegiftofeloquence.EveryAmericanyouth,ifhedesiresforanypurposetogetinfluenceoverhiscountrymeninanhonorableway,willseektobecomeagoodpublicspea

31、ker.”GeorgeF.Hoar(afamousU.S.politician)Different cultures have different attitude towards silence:TheUnitedStatesItaly,Greece,ArabiccountryJapanFeeluncomfortablewithperiodsofsilence.Usefillers,suchascommentsonweather,toavoidsilence.Considerperiodsofsilencearerestfulandappropriate.Takesilenceasdisap

32、provalorasanearnestwayofthinking.Usesilenceasabargainingtool.SotonegotiatewiththeJapanese,learntoremainsilent.3.Privacy Vs.OpennessPrivacy:therighttobeleftalonewithoutunwarrantedintrusionbygovernment,media,orotherinstitutionsorindividuals.Webster Dictionary:Privacy:freedomfromintrusionofothersinones

33、privatelifeoraffairs.Myhomeismycastle.Thewindcancomein.Theraincancomein.Thekingcannotcomein.6.2DifferentCulturalConceptsBetweenChinese&ForeignBusinessPeople1.Showing Yourself Vs.Being ModestInwesterncountries,“showingyourself”islikeacatchphraseforallWesterners,whichhasastronginfluenceupontheirbehavi

34、ors.Toimpresspeople,youhavetoshowyourself.FormostChinese,beingmodestislikeaninvisibleruleguidingwhatonesaysanddoes,whichisoftenpresentedintheformofbelittlingtheactualsignificanceofwhathehasdoneandtherolehehasplayed.Moreover,hewouldrelatehisachievementstotheorganizationforwhichheworks.2.Going Dutch V

35、s.Chinese HospitalityGoing Dutch isaslangtermthatmeanstogoonadatewitheachpersonpayingtheirownway.Dutch treat:Anoutingordateinwhicheachpersonpayshisorherownexpenses.Dutch dateAnglo-Dutch Wars:FournavalconflictsbetweenEnglandandtheDutchRepublicinthe17th18thcentury.Dutch courage:Falsecourageacquiredbyd

36、rinkingliquor.（酒后之勇）e.g.HehadaquickdrinktogivehimDutchcourage.Dutch wife:longbody-lengthpillow;aprostitute;asexdollDutch uncle:Astern（严厉的）,candid（直言的）criticadvisere.g.WhenIgotintroublewiththeteacheragain,theprincipaltalkedtomelikeaDutchuncle.“Whatapleasuretohavefriendscomingafar.”Butsometimestherear

37、enegativecommentsarisingfromthemisunderstandingofChinesehospitality.Advice:ItisprobablyawiserwayforChinesetotreatpeoplefromtheWestinthewaythelattertreatpeoplefromtheotherpartsoftheworld.A:一顿便饭，为您洗尘。请.B:Ithinkitsabanquet,andeverydishissoamazing.IenjoythemverymuchbutImafraiditistoomuchtous.A:那里那里实在算不了

38、什么，不过一点小菜和薄酒，不成敬意。以后如有机会可以好好安排，让您更满意。Justasmallmealtowelcomeyourvisiting.Helpyourself,please.Better:Thedinnerisarrangedparticularlyforyourarrival/towelcomeyourvisiting.Helpyourself,please.Oh,thisisnothing.Itisjustafewsimpledishesandalittleplainwine,andImafraiditcantfullyexpressourrespectandgoodwishe

39、s.Ifwehavemorechanceinthefuture,wellmakebetterarrangementtomakeyoufeelmorepleasedandsatisfied.)Better:Oh,Imveryhappythatyouenjoyit.ImsureyoullgetfondofChinesefoodinthefuture.3.Instant Relationship VS.Long-term Relationship(1)Bloodbrothers(铁哥们)inChinesesenseNoneexistinginAmericanmainstream,butmayexis

40、tinsomesub-cultures,e.g.EasternAsianculture,LatincultureinNorthAmerica.(2)Close/GoodfriendsinChinesesense=BloodbrothersinNorthAmericansense(3)FriendsinChinesesense=Close/GoodfriendsinNorthAmericansense(4)AcquaintanceinChinesesense=FriendsinNorthAmericansenseIntheUnitedStates:“Ahedgebetweenkeepsfrien

41、dgreen.”（君子之交淡如水）“Businessisbusiness.”（公事公办）Criticism Vs.ComplimentsRememberthefollowingsentences:Expertstendtodislikepersonalcriticism.“Lovemeorleaveme”isacommonsayingForexperts,criticismisusuallylefttotherealmofwork.Complimentsareusedinsteadofcriticismtoshowfriendship.Ifexpertswantsyourcriticalopi

42、nion,theywillaskyouforit.Learntosay“Thank you”evenbetweenfamilymembers,closestfriends.Itisveryimportanttorememberthissentence:“Sayingthankyoudoesntnecessarilymakeyouapoliteperson,butifyoudontsayit,youaremostlikelytobeconsideredarudeperson.”Anothermagicwordis“Excuse me”.“Excuseme”or“Ibegyoupardon?or“

43、Iamsorry,canyourepeatitagain?”“Excuseme,Iwillbebacksoon.”or“Wouldyouexcusemeforamoment?”“Excuseme,doyoumindifIsmoke?”6.3HowtoHandleCommunicationEffectively6.3.1LearntoRespectEachOthersCultureEachnationhasitsownculture.Wheneverpeoplego,theybringalongwiththemtheircultureandsticktotheirculturalnorms.As

44、businesspeople,weshouldalwaysbecultureconscious.Anyneglectorignoranceofagivenculturemayresultintroublesorlossesforourbusiness.6.3.2HowtoAvoidMisunderstandingsinCross-culturalBusinessCommunicationIfwewanttoavoidmisunderstandings,weshouldpayattentiontothefollowingaspects:Beobjectiveabouttheculturaldif

45、ferencesPayattentiontothelanguagebarriersUseskillswhencommunicatingcross-culturallyBeObjectiveabouttheCulturalDifferencesMisunderstandingsoccurwhenpeopleofcultureAtreatpeoplefromcultureBinthewaytheytreatotherpeopleincultureA.Therefore,whendoingbusinesswithpeopleformadifferentculture,specialattention

46、shouldbepaidtosocialvalues,customsandetiquettes,culturalcontext,waysformakingdecisions,etc.Etiquette1.Business Card ExchangePresentationofbusinesscardvariouswiththeculture:CulturePresentation of Business CardUSADo not always exchange them unless there is a reason to contact the person later.Glance a

47、t the business card and promptly put it in the pocket.JapanAlways exchange them.Examine the card carefully and make some comment while accepting it.During meetings,place them on the conference table to properly address others.Use both hands when presenting their own card and position the cards so th

48、at the person can read.ChinaPresent and receive cards with both hands to show respect to others.Southeast Asia,Africa and theMiddle EastAvoid presenting the card with left hand as the left hand is reserved for taking care of bodily functions.Some tips for dealing with business card:Translateyourcard

49、intothelocallanguageifyouaresomewhereoutsideyourcountry,andpresentitwiththelocallanguagesideup.Waittobeintroducedbeforepresentingyourcard.Giveyourcardtothehighest-rankingindividualorleaderofthevisitingdelegationfirst,esp.whentheyarefromJapanorKorea,asthisisasignofrespect.Readafterreceivingacard,asth

50、isisasignofrespect.2.Dinning Practices（餐桌礼（餐桌礼仪）CultureDinning PracticesUSAOffer coffee at the beginning of a meal and serve a glass of ice water.There are smoking and nonsmoking sections in restaurants.Cut the meat with the knife in the right hand and the fork in the left,then place the knife on th