中外文化差异对商务礼仪的影响

摘要

随着世界经济一体化的迅速发展，国际商务合作越来越多。在国际商务合作中国际商礼仪每时每刻都在发生。来自不同文化背景的商务人员有着不同的价值观和思维方式，从而有着不同的交流方式以及不同的行为。这就意味着如果你想要在国际商务中获得成功，就必须了解各国的文化并识别出国际商务活动中的文化差异。

本文主要介绍了中英文化差异，以及此差异在国际商务礼仪中的影响，以及今后如何对待这种差异。在国际商务礼仪中主要介绍了交换名片的差异，赠送礼物的差异，思维习惯差异。此差异主要对商务谈判有重要的影响，可能引起谈判中的误解，以致谈判破裂。最后以商务谈判为例，在认识和接受文化差异的同时，要尽量淡化文化差异，这对跨文化国际商务合作的成功是非常重要的。比如，在跨文化商务谈判中，谈判者应该接纳对方的文化，并努力使自己被接受；需要借助有效的沟通，在不损害双方利益的前提下做出正确的评价。在认识和接受文化差异的同时，要尽量淡化文化差异，这对于跨文化国际商务的成功是非常重要的。

关键词：文化差异，国际商务礼仪，影响，跨文化策略

哈尔滨理工大学学士学位论文 The Influences of Chinese-British Cultural Differences on International

Business Protocol

Abstract

With the rapid development of the economic integration all over the world, international business cooperation become much more than before. Of course, the international business protocol which is one of the essential parts of the international trade occurs every moment, everywhere. However, different cultural backgrounds influence the progress of the negotiation. Negotiators from different cultural backgrounds have different values and thinking modes, so that they have different communication styles. It means that if you want to succeed in international business contracts, you must know the culture of all the countries and recognize the cultural differences in the international business activities.

To some extent, culture decides the result of business etiquette. And this paper mainly analyzes cultural differences between China and English, introduces the impacts in business etiquette, and provides some recommendations which can help them overcome cultural obstacles and achieve more success in the business negotiation. For example, in the cross-cultural business negotiation, negotiators should accept the other parties’ culture, and try hard to make others accept themselves. It needs the help of effective

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哈尔滨理工大学学士学位论文 communication, without prejudice to the interests of both sides to make a correct evaluation of the premise. It is very important for the success of cross-culture negotiation that in the understanding and acceptance of cultural differences, we should try to play down the cultural differences.

Keywords: Cultural difference; international business protocol; strategy

Contents

摘要 ....................................................................................................................................................................................... I Abstract .............................................................................................................................................................................. I Chapter1 Introduction ........................................................................................................................................................... 1 Chapter2 Literature Review .................................................................................................................................................. 1

2.1 A brief introduction to culture ................................................................. 2 2.2 A brief introduction to international business protocol ........................... 3

Chapter3 Cultural Differences............................................................................................................................................... 4

3.1 The Cultural differences in exchanging business card ............................ 4 3.2 The cultural differences of making appointments and greeting .............. 5

3.2.1 Initial contacts and appointments ................................................................................................................... 5 3.2.2 Greeting customs ............................................................................................................................................ 6 3.3. The cultural differences of giving gift .................................................... 7 3.4 Differences in habits and thinking modes ............................................... 9

Chapter4 Influence of Cultural Differences ........................................................................................................................ 10

4.1 The culture difference may cause business negotiation cracked ............ 11 4.2 The culture difference can cause misunderstanding ............................... 11

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哈尔滨理工大学学士学位论文 4.3 The culture difference can cause culture shock ..................................... 13

Chapter5 How to Treat the Cultural Differences................................................................................................................. 14 Chapter6 Conclusion ........................................................................................................................................................... 18 Bibliography ........................................................................................................................................................................ 19 Acknowledgements ............................................................................................................................................................. 20

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哈尔滨理工大学学士学位论文 Chapter1 Introduction

With the development of globalization and China’s WTO entry, Chinese enterprises have more chances to attend international economic activities. In recent years, the trade cooperation between China and Britain has viewed an ever faster development, and since 2006, China and Britain has become the second largest trade partner each side.

However, the cultural differences between the two sides have made a further impact on the development of bilateral trade cooperation. Chinese negotiators sometimes feel very uncomfortable and puzzled because of different customs, values and behaviors performed by the British negotiators; meanwhile, the British negotiators also confront the same problem. Therefore, understanding the cultural differences becomes the main point in business negotiations between China and Britain.

With the hope of providing suggestions for Chinese enterprises to carry on business negotiation, this essay analyses the cultural differences between China and Britain according to Edward T. Hall’s Cultural Dimensions and Hofstede’s Values Dimension such as high context and low context, collectivism and individualism and so on.

Chapter2 Literature Review

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哈尔滨理工大学学士学位论文 In order to better understand the influences of Chinese-British cultural differences on international business protocol, it is necessary to learn about the definition of culture and international business protocol.

2.1 A brief introduction to culture

What’s culture? Culture involves learned and shared behaviors, norms, values, and material objects, and it also encompasses what humans create to express values, attitudes, and norms. Obviously it’s very hard to give culture a rightful and comprehensive definition. Edward Hall (1966), a key researcher into culture, once defined culture as those deep, common, unstated experiences which members of a given culture share, which they communicate without knowing, and which form the backdrop against which all other events are judged. And Charles Mitchell (1999) gave a more formal and common definition: Culture is a set of learned core values, beliefs, standards, knowledge, morals, laws, and behaviors shared by individuals and societies that determines how an individual acts, feels and view oneself and others. And Linda Beamer and Iris Varner (2001) defined culture: Culture is the coherent, learned, shared view of a group of people about life’s concerns that ranks what is import, furnishes, attitudes about what things are appropriate, and dictates behavior.

Culture dominates our values, actions and behaviors. Each nation has its own culture

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哈尔滨理工大学学士学位论文 and the difference between Chinese and British cultures is very distinct, so it’s very necessary for Chinese negotiators to know about British culture.

2.2 A brief introduction to international business protocol

Compared with the definition of culture, the definition of international business protocol is much easier to understand. Etiquette refers to manners and behaviors considered acceptable in social and business situations (Chaney & Martin, 2000).

Etiquette and customs vary not only by country but by regions or locations within a country. Religious backgrounds and ethic identities may account for some differences in customs. Your ability to adapt to the etiquette and customs of each culture will, to a large extent, determines the success of your intercultural encounters. When, if at all, do you bow? And what is the appropriate bow? When, if at all, do you touch members of the opposite sex? These and other questions need to be asked and answered so that you can fashion your behavior to meet the needs of each culture.

Proper international business protocol includes learning cultural variations in making introductions, invitations and appointments, greeting and exchanging business cards, recognizing position and status male /female relationships, dining practices and special foods and consumption taboos, tipping etiquette, giving gifts, and travelling. So we should know the cultural differences between Chinese and British.

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哈尔滨理工大学学士学位论文 Chapter3 Cultural Differences

In order to communicate effectively in the intercultural business environment, being knowledgeable about all cultural differences that affect the situation is essential.

3.1 The Cultural differences in exchanging business card

An important aspect of business etiquette is known as the proper procedure for exchanging business cards. In U.S, exchanging business cards is an important ritual. Presentation of the card varies with the culture. In British, business cards are exchanged in business setting but not in social settings. Although most British businesspeople carry business cards, they do not always exchange them when meeting unless there is a reason to contact the person later. The practice in the British of glancing at the business card and promptly putting it in the pocket is considered rude (Baldrige, 1993).

The Chinese give and receive cards carefully, use two hands and study the card carefully even make some comments rather than taking it and one-handedly stuffing it in a pocket. In Britain, avoid presenting the card with your left hand as the left hand is reserved for making card of bodily functions.

In non-English-speaking countries, information on the business cards is always printed in English on one side and in the local language on the other side. For example, in China,

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哈尔滨理工大学学士学位论文 business cards are routinely exchanged and are printed in both Chinese and English.

Rank, title, and profession are taken quite seriously in some cultures, so it is important to include your position and titles or degrees in addition to your company name on your card. Include foreign headquarters as appropriate as well as your fax number and perhaps e-mail address. For example, titles are very important for Saudis and always used. In China, business cards should be translated into standard Chinese and contains the name of your company, your position plus titles, for example Ph.D., MBA, vice president, or general manager.

3.2 The cultural differences of making appointments and greeting

In the international business protocol, making appointments and greeting are the basic business behaviors. So we should know the differences between two countries clearly.

3.2.1 Initial contacts and appointments

Cultural differences begin as soon as communicators encounter one another. The ways in which you make initial contact and an appointment to conduct business can range from a brief telephone call to writing a formal letter of request. The manner in which the initial business contact is made and the amount of advance notice between the contact and

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哈尔滨理工大学学士学位论文 appointment are key factors you must consider when doing business in another culture. If you want an appointment in Britain, you must send a letter of introduction to an British contact who can facilitate obtaining an appointment. The use of an intermediary who is willing to set up appointments with all the right people is essential in the British business world (Samovar Poryer, 2004).

But when doing international business, it is important to establish contacts before you invest in a trip. The International Chamber of Commerce in every country can assist in arranging appointments with local Chinese business and government officials, and can identify importers, buyers, agents, distributor, and joint venture partners.

3.2.2 Greeting customs

Once you make an appointment, it is important that the greeting practices of the host culture be observed. Customary greeting vary from culture to culture. Being sensitive to greeting variations will ensure that your first encounter with a person from another country will leave a positive impression.

For example, in China, communicating a good impression to the Chinese businessperson starts with punctuality. Chinese tend to be formal in business and official situations. To conduct business successfully, you should communicate the details of a meeting agenda as well as any other issues to the Chinese prior to a meeting. Social status

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哈尔滨理工大学学士学位论文 and rank are highly honored in China; this can be evidenced in seating arrangement and order of entrance into the meeting rooms. You should follow others to seat you and walk ahead of you to ensure that you are seated in the right position for the meeting.

In contrast, British tend to be formal and friendly. Persons from other cultures are struck by the informality of Britain. British who often say “Hi!” to complete strangers. The standard greeting “Hi, how are you?” does not mean that British are actually inquiring on the state of one’s health. First names generally are used with the exception of senior persons or formal situations. In addition to the informal “Hi”, when meeting someone, persons of the Britain engage in other ritualistic greeting behavior. When greeting an office colleague, one person will say, “Good morning, how are you?” the appropriate response is, “Fine, thank you. And how are you?” some people make the mistake of forgetting that this is only a ritual and will proceed to tell you in great detail the state of their health. Remember, the appropriate response is, “Fine, thanks.”

3.3. The cultural differences of giving gift

Each country has its seasons and occasions for giving gifts. Gift giving in some cultures is an art and is considered an integral part of building intercultural professional and social relationships. Therefore, it is important to know not only the views concerning gift giving but also what gifts are appropriate for men and women in the culture where you will be

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哈尔滨理工大学学士学位论文 doing business.

In many cultures it is appropriate to take small gifts when one is invited to enjoy hospitality. In northern Europe a fitting gift is flowers or chocolates for the hostess. However, although flowers make appropriate gifts, learning cultural taboos related to color, variety, and number is also important. For example, in China, white is the color of mourning, and gladioli are often used in funeral sprays; thus, a gift of white gladioli would be inappropriate. In most European countries, avoid a gift of carnations which are for cemeteries only. Chrysanthemums would be inappropriate in Britain. They are associated with funerals and mourning. Red roses are associated with romance in China because they are for lovers. In some cultures the number of flowers on happy occasions; even numbers, give gifts in threes in these countries (Barnum & Wolniansky, 1989).

The opening of gifts also varies among culture. In the Britain the recipient of a gift is expected to open a gift expected to open a gift immediately upon receipt. Doing otherwise would show a lack of interest and appreciation; it would be rude. The oral expression of thanks is followed by a written note of appreciation unless the gift is small and is used an advertisement. Business gifts to the office or department such as a basket of fruit or box of candy, are open immediately and shared by all. The Chinese, on the other hand, never open presents while the giver and even receiver. So we should understand the cultural giving gifts.

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哈尔滨理工大学学士学位论文 3.4 Differences in habits and thinking modes

Customs include a number of social activities. Chinese people are sensitive about one's reputation in their daily lives and work, very concerned about their image in others, fear of people’s jokes, discussions and misunderstandings. Americans are more practical, and would not be too concerned about the views of others. Americans believe dealing with people with asking each other's age, income, and marriage is a violation to the privacy of others; but in China, they have often asked them these. Americans like to express their point of view frankly; while the Chinese are a tactful way to express meaning. Once asked about something the Americans must be given a clear answer in general. The Chinese people advocate the belief “silence is golden.” It is Common in the United States for the elders and the younger generation to meet each other by clapping each other's shoulders or kissing the face, but in China, it is of little scene. Americans are very punctual, and understand Chinese people often be late with a reason. Differences in habits and customs between China and the United States are still very clear.

Differences in the main thinking modes between China and the United States are reflected in the overall thinking and individual thinking. Chinese culture focus on the overall way of thinking, a whole way of thinking which is in accordance with the overall point of view to observe and reflect things in the world, analyze the issue of always starting from the whole of things, pays attention to the whole matter as a whole function of

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哈尔滨理工大学学士学位论文 thinking, the complexity of the relationship and operation of the process, rather than focus on the internal structure of the things. Americans focuses on the individual way of thinking, which complicates things into simple elements; and carries out them one by one. And the main difference between China and the United States reflect the values of collectivism and individualism. It is believed that a harmonious interpersonal relationship is the foundation of a society, which is also the core of Chinese values of collectivism; therefore, the Chinese people attached great importance to the interests or values of a particular group or value. Cultural values of individualism are the core of the United States that is the individual-based philosophy of life. The main content of the belief is that individual self-control, self-control, self-development emphasizes on their personal values and high value personal freedom,.

The above mentioned mainly discusses four points, the different making appointments culture between China and America, differences in expressing gratitude convention, differences of exchanging business card, and differences in habits and thinking modes

Chapter4 Influence of Cultural Differences

Cultural differences will inevitably lead to differences in behavior. Different cultures will form different international business protocol. In order to achieve the goal of effective

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哈尔滨理工大学学士学位论文 communication, in international business activities, we must start from the point of view of cultural diversity to understand the international business protocols and know the differences of multinational business etiquette. Generally speaking, resulting in business etiquette differences are mainly due to different values and western concepts of time, diet, outlook and language habits. Based on the differences of Chinese and English cultures-level, different of international business protocols are analyzed, so as to help cross-border business workers.

4.1 The culture difference may cause business negotiation cracked

The friendship between the Chinese businessmen can accommodate changes in the general terms of the contract. Pay attention to the interests of Americans. Once they signed the contract, they will attach great importance to the legal contract. If the contract is not performed, the contract should be performed strictly in accordance with the terms of payment of compensation for fear of the breach of contract and liquidated damages, and there is no room for further consultations.

4.2 The culture difference can cause misunderstanding

The most important communication tools between business negotiations are language, with the exception of non-verbal communication. However, the non-verbal language and cultural differences do make up the two obstacles of communication. For

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哈尔滨理工大学学士学位论文 example \"goat\" in Chinese does not have any special significance, but in English \"it\" means something else. Also as for the Chinese people, they do not stare at people to show respect; while in the United States, they stared straight before the eyes of the Speaker with respect. Such a different understanding of the negotiations of both sides will mistakenly believe that they do not respect themselves.

This part mainly talks about the effect of the culture difference on business negotiation thing at a time and they just concentrate on this thing. Time is experienced and used in a linear road, from the past to the future. Monochromic time is divided into different segments which make it possible for a person to pay attention to one at a time. In a monochromic system, the procedure may take priority above all else and deadlines are strictly adhered to monochromic business culture.

In polychromic culture, people often do many things at once and polychromic time is characterized by a great involvement with people. Under the polychromic culture, it emphasizes completing human transactions than on holding the procedure. People often change the plan easily and they are more concerned with those who are closely related.

America is a country with a monochromic culture. For Americans, punctuality is an essential part of business etiquette. Scheduled appointments or meetings must be attended on time. Americans believe that time is money and the deal is a signed contract.

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哈尔滨理工大学学士学位论文 They may appear to be hasty in their decision-making, because they want to get the best results in the quickest time. However, for Chinese, their negotiating goal is to create relationship with the other side rather than sign a contract, so they will spend considerable time in the negotiating process so that they could know each other well and determine whether they would like to build a long-term relationship.

As a rule, Chinese negotiators tend to devote more time and attention to the pre-negotiation than the Americans, whereas American negotiators generally want to get down to the cases directly. Chinese negotiators regard pre-negotiation as an indispensable part to any business relationship, so they are very carefully and patient in the pre-negotiation before actually making a decision to undertake substantive negotiations. As a result, sometimes American negotiators think the discussion with Chinese has already moved from the pre-negotiation to the subsequent stage when in fact they have not because Chinese negotiators have not made their mind to move to the next stage. So for this reason, misunderstanding between the two sides may result in the failure of the talks.

4.3 The culture difference can cause culture shock

Culture shock (commonly called culture shock) is the trauma you experience when you move into a culture different from your home one. Culture shock is basically a communication problem in the international business protocol. Culture shock can have a

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哈尔滨理工大学学士学位论文 real effect on the outcome of a business undertaking often in ways that the head office may never know until they see the fine print of a contract. The most obvious negative is antagonism toward a foreign business partner. The antagonism and cynicism that can build towards the representative of another culture can have very public manifestation that result in a failure to achieve business goals. But there is another and often more subtle danger: rather than becoming resentful toward the new culture and business partners and blowing the deal, an individual will become far too eager to place, to go along with almost anything, just to return home and escape the pressures. This loss of patience and perspective can result in something even worse than a failed business deal bad business deal. A nightmare contract does indeed exist and can have a major impact on individual in many the first step in coping with what is truly an inevitability of working in different worlds.

Chapter5 How to Treat the Cultural Differences

As old English proverb says, “That song is best esteemed with which our ears are most acquainted.” Everyone likes the familiar. This familiarity helps you reduce stress, for in most instances you know what you can expect from your environment and from those around you. However, you are now, by either chance or design, leaving these comfortable surroundings and journeying into new areas or design, leaving these confronting people who are often unlike yourself. Leaving the known and moving to unknown can create a

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哈尔滨理工大学学士学位论文 number of secondary communication problems. Smith and Bond (1994) offer these problems: Separation from previous support net works, climate differences, increased health problems, changes in material and technical resources, lack of information about daily routines (e.g. how to travel from A to B ) and so forth all exact their price.

Let’s take the business negotiation with British counterparts for an example. Chinese negotiators need to do the following:

Firstly, cultural differences that may occur need to be understood before negotiation. It is essential to understand the cultural difference before negotiation. Preparations for negotiation include: negotiation background, the assessment of the situation, the facts need to be verified in negotiating process, the agenda, the best strategy options and concessions. Negotiation background consists of location, site layout, negotiation unit, number of negotiators, channels of communication and negotiation time limits. All these preparations must consider the possible cultural differences. For instance, cultural differences in terms of site layout may be slightly on the impact of co-operation. In the culture of heavier hierarchy, if the room is not arranged properly, more casually, may cause the other party anxious and even angry.

In addition, the ways of negotiating also vary from culture to culture. Americans tends to crowd together to “hammer out an agreement”; while the Japanese like to talk to each

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哈尔滨理工大学学士学位论文 person individually first, and if everyone agrees, they will arrange a wider meeting.

The control of negotiating time limits is also very significant. Different culture has different concept of time. For example, the concept of time is strong in North American culture, and time is money for them. But in the culture of the Mid-east and Latin America, the concept of time is weak. In their view, the time should be enjoyed. Thus, in international business negotiations, the concept of time differences should be prepared.

Secondly, dealing with the cultural differences correctly is needed. First, on the chosen and use of the negotiation language, for western countries, we must take an export-oriented communication; and do our best to express our ideas in a simple, clear and frank way. Don’t be ambiguous and vague. For instance, Americans like to argue, and their language is confrontational. They believe that argument is a right to express personal ideas, and is useful to solving problems, and differences in views would not affect relationships. While in the oriental culture, in order to save both parties’ faces, ambiguous and indirect languages are frequently used. Even if they do not agree with each other's views, it's rare to be rejected or refuted directly. They will twist and turn to state their views. “Harmony” of the values of the Chinese people creates a harmonious atmosphere as an important means of negotiations. In negotiating process, they avoid friction; put the friendship on the first consideration. What they want is permanent friendship and co-operation. (Liu Wenqi, 2004:54). Second, on the problem of negotiating

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哈尔滨理工大学学士学位论文 way, taking an example of China and America, oriental mode of thinking is the overall orientation, and their way used in negotiation is from whole to part, from big to small, from general to specific. That means reaching a consensus on general principle first, and then guide to develop specific programs to solve problems by this. There is not obvious order in oriental mode of thinking. Usually in the end of the negotiations, all issues will be made in concessions and commitments to reach an agreement. While the Western people are influenced by mode of analyzing thinking and the most important for them is the logical relationship among things. They value specific more than overall, and they eager to start negotiations about the specific terms. As a result, they usually resolve the problems of price, delivery, warranty and service contracts and other issues respectively. Each settlement of the problems has concessions and commitments from start to finish. The final agreement is a collection of a list of little agreements.

Thirdly, after negotiations do the follow-up job well for the exchange of cultural difference. Management after negotiations related to the contracts management and the follow-up communication behavior. First of all, for contracts, in the countries where people value the relationship among people, such as China, the settlement of disputes usually don’t depend on the law completely, but depend on the relationship of the two parties. In these cultures, the written contract is very short. It is mainly used to describe the two parties’ own responsibilities. But in western countries, such as America, they regard the contract signing ceremony as a movement of wasting time and money, so they usually sign

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哈尔滨理工大学学士学位论文 the contract by sending e-mail. To follow-up communication, the American culture emphasizes on “separate the people and things”, so they don’t pay attention to follow-up communication. But in oriental cultural countries, such as Japan, keeping the follow-up communication with most foreign customers is seen as an important part of international business negotiation. Long after they sign the contract, they will still communicate with each other by letters, pictures, and exchange visits, etc (Wang Tengning, 2004:46).

Chapter6 Conclusion

The existence of conflicts and contradictions in Chinese-British business protocol is due to the cultural differences. To successfully achieve cross-cultural business communication, Chinese business men should firstly learn to identify, understand, accept and respect each other's culture, and gradually improve their cross-cultural awareness. Secondly, Chinese business men should give up ethnocentrism, and show respect for foreign cultures, customs and traditions.

The cultural differences influence international business protocol. We should know the culture differences between Chinese and British clearly in order to avoid communication barriers and cultural iceberg. Cultural differences exist. We must accept that and move on.

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哈尔滨理工大学学士学位论文 Bibliography

[1] Greet Hofstede. Culture's Consequences: International Differences in Work Related Values. Beverley Hills and CA: Sage. 1984

[2] Edward T. Hall the Silent Language in Overseas Business the Silent Language. 1959

[3] 杜文忠跨文化交际学概论[M]. 北京：首都经济贸易大学出版社.2006

[4] 李宏岳. 中美文化差异对商务谈判的影响 吉林工商学院. 2010

[5] 王腾宁.中西文化差异对商礼仪的影响[J]. 市场与管理.2004

[6] 王春阳..跨文化商务沟通 大连理工大学出版社.2007

[7] 王盼盼 . 浅析文化差异对中美商务谈判的影响 内江科技. 2010

[8] 王洪耘.商务谈判[M]. 北京：首都经济贸易大学出版社.2005

[9] 王玉萍.影响国际商务文化活动的文化因素[J]. 大连理工大学.2007

[10] 庞彦杰. .中美商务谈判风格差异的文化渊源.云南财贸学院学.2006

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哈尔滨理工大学学士学位论文 Acknowledgements

Firstly, I would like to express my warmest gratitude to my tutor DaiJingyan for her instructive suggestions and valuable comments on the writing of this paper because without her invaluable help and generous encouragement, the present paper would not have been accomplished.

Secondly, I’d like to say thanks to my dear teachers. Without your help, we cannot make so much progress. Thanks. And also I want express my feeling to my classmates. Four years, we like a big family; we help each other, love each other. We are going to graduate and go to different places but our heart will be together forever

Lastly, I want to say thanks to my parents. The past 24 years, my parents always stand beside me and support me. I deeply remember that my father once told me that “if you want to study, I will support you no matter how hard it will be”. Now I am gong to graduate from college, it’s time for me to be independent; it’s time for me to shoulder the responsibility of supporting my parents.

Thanks, thanks all of you!

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