国际商业谈判中文化差异带来的影响(一)

国际商业谈判中文化差异带来的影响(一)

中文摘要

 随着市场对世界贸易完全的开放和全球竞争的激烈化，所有不同规模不同部门的生意正以空前的速度向海外发展，国际商业谈判也随之迅速增加，它不仅是体现在经济领域的交流和合作，也表现在不同国家文化以及风俗习惯的激烈碰撞。
 由我们生活在不同文化环境中，所以跨文化冲突是不可避免的。国际商业谈判不同于其他，不仅在于地理位置、语言的说法，更重要的是我们生长的特定的文化环境。随着中国加入WTO而且国际贸易的全球化集合，我们不可避免的要进行国际商业谈。国际商业谈判在国家间举行。这意味着一个成功的谈判需要仔细的考虑文化之间的差异。依照不同文化间的信息交流，本文旨在讨论根据不同文化差异带来的影响，谈判的方式和在国际商业谈判中的礼仪。还会提供一些有效的策略来使得交易成功。

 

关键词：
Cultural difference文化差异；International business negotiation国际商业谈判；
Intercultural communication国际文化交流,；strategies策略

                 
中文译文
国际商业谈判中文化差异带来的影响

1.简介
世界经济迅速发展的趋势使得商业愈国际化，这种趋势在可预知未来中还会继续。随着业务关系的增加和来自不同国家不同文化人们之间业务洽谈的增加，给不熟悉不同国家文化的业务代表们带来了很大的挑战。这些人经常犯用他们自己的视角去看待外国文化这种错误。这种情况经常会导致损失业务范围的过失。因此，为了在这样一个多变和复杂的商业环境中成功，商业人士必须对全球有个了解，心里有个框架，不能局限于一个国家，一个地区，而是全世界。
随着市场对世界贸易完全的开放和全球竞争的激烈化，所有不同规模不同部门的商业正以空前的速度向海外发展。因此，战略联盟和不同文化间的谈判必然是会增长的。国际商业谈判不仅是经济领域的交流和合作，而且也是不同国家文化的交流。跨文化谈判包括不同文化背景的生意人在利益的冲突时，双方试着达成协议彼此都获利。这篇文章探索出在商业谈判中文化差异是怎样出现，识别和比较各国家的文化特色和模式以及给出在文化冲突时有效解决的方法。
2. 文献综述
2.12.1   理论
众所周知，不同国家拥有不同文化。“文化是一个有意义的历史创建系统，而随之而来的同个系统的信仰和习俗是一些人所理解的，规范和结构他们的个人和集体生活。”文化被看成是个重要的工人和反应了人的自由的司机。认识和了解文化的差异提供了一个解释的目标和个人对他人行为的框架。换句话说，文化是“使人理解和解释世界的分享方法。”
文化和交流，尽管是两个不同的概念，但是有很直接的联系。“交流包括主意，信息，感觉，还
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有欲望的编码符号。”他们非常的密切相关，一些人类学家认为是真正的代名词条款，甚至 “无论何时人们都相互交流。”交流规则在具体情况将会不同。对不同的情况而言，我们有各种各样的交流。在商务情况下，例如，我们必须在商业领域里根据足够的规则行事，交流规则在不同的文化背景下各种各样。
“跨文化的交流是在知觉和足以改变通讯事件的不同的符号系统人们的交流。”如今的跨文化交流世界上任何历史时期更丰富而且更有意义。没有一个国家能为自己提供所有的必需品。“外国的竞争和贸易的需要更有效地迫使大多数企业在海外变得更加敏感和具有全球化的意识。”因此，有效的商业谈判的跨文化交流是迫切需要的。
2.2目前的研究
现如今，了解跨文化交流的意义是十分必要的，而且跨文化交流的升值可以缩小差距。误会在不同国家不同文化中发生。这里，我们将着眼于文化的一些普遍认为对国际商务谈判中相当大的影响因素。
 1）价值观
 价值观是文化采取行动及结果的标准，他们可以影响人们的看法，可以对人们产生强烈的情感冲击。一个人在一个文化的适当行动中可能在另一个文化中可以说是错误的出现在道德意识。价值观影响冒险的意愿、领导作风和上下级关系等等。每个文化都定义了每个社会生活的重点。例如在个人主义文化，人们倾向于在关系前做好任务，而且高度估量独立性。以及对时间值也反映在日常谈判行为里。
 2）语言和交流
 途中，人们交流时，会用上口头和非口头语言，直接地影响了跨文化商务谈判。非语言交流不会发生在所有时间上不用文字。某些身体部位的变动是人们沟通的重要形式。外国语言的承认在交流中是另外一个重要的贡献。总之，来自不同文化背景的人在表达不同的意见和想法。
 3）决策方法 
 
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在不同的组合里有不同的决定。他们可以有个人决定或者成组决定。在一个组里，与会者可能转向最高权威或最高级组的成员，或者一些组，甚至接受组成员中最重要的决定。其他小组获得其他小组成员间所有组员的同意，直到所有人员都统一了才会做出决定。
2.3评论
每个人都是他/她所在文化环境下的一个产品。虽然这提供了稳定性和安慰，但是它本质上限制了人们对其他文化的了解。大部分人们，不知不觉中，用他们的其他个人的文化背景作为行动指南，看法，习俗，或者别的手段。我们可以谴责别人的意见，因为他/她没有配合我们做，对事实失去看法，我们的语言和行动在同样的方法上也会被误解。因此，明白跨文化商务的影响是很重要的。
3. 国际商业谈判中文化差异带来的影响。
3.1交流过程中文化差异带来的影响
首先，这个影响体现在谈判语言交流过程中。尽管谈判代表都具有较高的适应性，差异还是很明显的。全球的公民使用3000多种语言。因为很少人能够精通一种语言以上，所以在国际贸易交流中一定会出现交流方面的问题，这种差异的原因之一语言是基于观念、经历、简介等等。合适的使用语言是个敏感的问题。美国人在商界中倾向于坦率直接地互换与工作相关的信息。一般，他们直接表达不一致的观点，借助于诸如威胁警告等侵略性的引诱的策略；法国人喜欢口头上的表达，他们喜欢争论，经常参加商业会议中激烈的辩论。而另一方面，亚洲人，显得更沉默和含蓄，有时候做很大的让步来挽留面子或者不提出异议。在日本人看来，商业来往中，保留面子和维持和谐比得到更高的销售和利益更重要。
而且，谈判中的文化差异影响表现在非语言的交流。非语言信号根据文化的不同而不同，这些差异会影响交流。美国人拜访亚洲国家，他们认为居民快速小步的行走是奇怪的或是奉承或是身体虚弱。同样的，美国人认为在某些场合站立是合适的选择，而其他文化背景的人不这么认为。除此之外，我们中国人点头表示是，摇头表示不。这些动作对其他文化的人来说可能没有什么意思或者跟他们的很不一样。有一些文化，像中国，不喜欢身体接触，然而其他文化的公民喜欢身体接触，会给你一个大大的拥抱或者是鼻子的触摸。如果可以用你自己的标准理解别的不同文化，你可以抓住机会来接触其他人的文化方式。
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3.2谈判方式中文化差异带来的影响
不同国家的人有不同的价值观，不同的看法和不同的经历。相对于别人，他们有自己的强项和弱点。一个有能力的谈判代表应该拥有适合他强项包括他特有的文化强项的风格。谈判代表的风格既是谈判代表在谈判中表现的容忍能力和风格特色，谈判有深厚的文化底蕴。谈判代表应根据不同的文化背景而采用不同的谈判风格。例如，美国的风格是很直接、果断和实际的，他们经常尝试着要求相对的一致；德国人因非常周密的准备而著称。换句话说，德国人为谈判准备的极好，他们在压力之下还坚持不变的对待他们的谈判，这也是众所周知的。韩国人在他们的谈判风格中经常带有情感上的请求。事实上，韩国人只尊重那些立场坚定，坚强的对手。在谈判中，熟知对手谈判的风格这是很重要的，这可以掌握谈判的方向和计划好运用什么策略使得谈判变得有目的性。当然，在现实生活中，尽管谈判代表是一样的文化背景，他们的谈判风格可能会因为其他的因素而完全不同，乃至于当谈判穿插着民族文化，变化也是经常的。因此，应该灵活的解决这个问题。
3.3文化差异在决策方式上的影响
当面临着一个复杂的谈判任务时，不同国家的人可能用不同的方法来做决定，了解这些不同地方能促使对方做出你预想的反应。美国人根据底线和铁的事实做出决定。他们以经济和绩效计算，不加入人为喜好，公事公办。当面临一个复杂的谈判任务时，美国人总是将大任务分成一系列小任务。.价格、包装、运送这样的问题，可能一次解决一个。对他们来说，谈判中的进展是用多少问题已解决来量算的。然而，在日本，决策截然不同。许多公司一致通过来做决定。这是个耗时的过程，也是在谈判桌上必须有耐心的另一个原因。除此之外，外国商人和日本公司谈判应尽量避免表现出对某个人的偏袒或依赖于某个个体，这会离间其他的管理者。相比之下，俄国的决策很官僚化，即使是一个很简单的交易也会花费很长的时间来和其他工业力量做比较。.总之，文化差异在整个谈判过程中呈现在每一个阶段。只有了解了这些不同之处，我们才可以正确的预知和判断对手抓住谈判的主动权。
4. 建议和结论
4.1 跨文化谈判的策略
 鉴于上面所阐述的，我们应该更主动的去了解更多的谈判差别，探索导致误解的原因来促成一第4页
个成功的谈判。
加强不同文化间的理解。
国际商业谈判包含很多不同的思想、模式、情感表达方式和惯性行为。有的时候，如果某些因素被忽略，高效的交流可能会被减弱。因此，在国际商业谈判中，加强跨文化意识是很有必要的。我们必须意识到，不同文化背景的谈判代表有不同的需求、动机和利益。我们建议多理解、接受和尊重各个党派的文化。在正确谈判意识的指引下，也要求自己能够运用灵活的策略来适应不同商业文化风格。
2)   对谈判文化规范、社会习俗和禁忌的尖锐的调查。
谈判代表应该在国际商业谈判开展之前尽量去了解对手的习俗和禁忌，避免因不懂个别习俗而引起的尴尬气氛。例如，我们认为珍贵又幸运的大象，在英格兰是个笨拙的标志。因此，当我们和英国人做生意的时候，大象的图片不应该出现在商标和包装中。因此，深入了解别国文化是很重要的。
3)    理解和容纳不同的文化
我们应该克服对某些文化的偏见。大部分人意识到文化差异的存在，他们用自己标准有意无意地去解释和判断其他人。经常，他们完全地忘记了不同商业文化。因此，在国际贸易谈判中，名族优越感应该第一个就被抛弃。当在谈判中遇到不同文化背景的人，试着去尊重和适应他们的道德准则或诸如此类的东西，站在他们的角度来看待问题是更明智的行为。
4.2 总结
我们生活在不同文化环境中，所以跨文化冲突是不可避免的。国际商业谈判不同于其他，不仅在于地理位置、语言的说法，更重要的是我们生长的特定的文化环境。文化差异在很多方面影响谈判，甚至在面对面谈判之前，理解存在于各个国家间的不同文化环境的差异中，从各个方面考虑文化差异，对国际商业谈判是很重要的。
为了达到一个高效的交流，国际商业谈判代表应该对对方有一个很好的了解。因此，额外的关于不同文化间谈判的训练和教育艺术对许多管理者和管理团队是必须的。为了应付国际商业谈判，
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一个有效的方法是多了解和尊重与你谈判对方的文化，只有这样，才能达到我们满意的结果。

Impact of Cultural Differences on International Business Negotiation
Abstract: With China’s entrance to WTO as well as the international trade global integration, we must carry on the international commercial negotiations inevitably. International business negotiations take place across national boundaries. This means the successful operation of negotiation requires careful consideration of cultural differences. In terms of intercultural communication, this article aims at discussing the impact of cultural differences upon language understanding, negotiation styles and decision manners in international business negotiation. Then some effective strategies are given to help the success of business trade.
Key words: Cultural difference, International business negotiation, Intercultural communication, strategies
1.     Introduction
The trend that economy develops rapidly all over the world has made business global, which is expected to continue in the foreseeable future. As international business relations grow, so does the frequency of business negotiations among people from different countries and cultures, and that create considerable challenges for business representatives unfamiliar with the cultures of different groups. These persons often make the mistake of seeing foreign culture through their own habitual lenses. Doing so can lead to many missteps that can cost the company business. Therefore, in order to be successful in such a diverse and complex business environment, business people must be globally aware and have a frame of reference that goes beyond a country, or even a region, and encompasses the world.
As new markets open up for world trade and global competition intensifies, business of all sizes and in all sectors are expanding their operations overseas at unprecedented rates, which necessitate an increase in strategic alliances and hence intercultural negotiations. The international business negotiation is not only the communication and cooperation in the economic domain, but the communication of culture among various countries. Intercultural negotiation involves discussions of common and conflicting
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英文原文
原文网址

Impact of Cultural Differences on International Business Negotiation

1.     Introduction
The trend that economy develops rapidly all over the world has made business global, which is expected to continue in the foreseeable future. As international business relations grow, so does the frequency of business negotiations among people from different countries and cultures, and that create considerable challenges for business representatives unfamiliar with the cultures of different groups. These persons often make the mistake of seeing foreign culture through their own habitual lenses. Doing so can lead to many missteps that can cost the company business. Therefore, in order to be successful in such a diverse and complex business environment, business people must be globally aware and have a frame of reference that goes beyond a country, or even a region, and encompasses the world.
As new markets open up for world trade and global competition intensifies, business of all sizes and in all sectors are expanding their operations overseas at unprecedented rates, which necessitate an increase in strategic alliances and hence intercultural negotiations. The international business negotiation is not only the communication and cooperation in the economic domain, but the communication of culture among various countries. Intercultural negotiation involves discussions of common and conflicting interests between persons of different cultural backgrounds trying to reach an agreement
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of mutual benefit. This paper explores how culture differences manifest themselves in business negotiation, identifies and compares cultural characteristics and patterns among countries and suggests ways in which cultural conflicts are effectively handled.
2.     Literature review
2.1   Theories
As we all know, different countries have different cultures. “Culture is a historically created system of meaning and significance or, what comes to the same thing a system of beliefs and practices in terms of which a group of human beings understand, regulate and structure their individual and collective lives.” Culture is a diverse one that is looked as an important factor and reflects human freedom. Recognizing and understanding cultural differences provides individuals with a framework for interpreting the goals and behaviors of others. In other words, culture is “the shared ways in which groups of people understand and interpret the world.”
Culture and communication, though two different concepts, are directly linked. “Communication is the process of conveying ideas, information, feelings, and desires encoded in symbols”. They are so closely related that some anthropologists believe the terms are really synonymous, even as “Whenever people interact they communicate”. Communication rules would be different in the specific context. For different contexts, we have different kinds of communication. In business context, for instance, we must behave according to adequate rules in business field. Communication rules are various in different cultural backgrounds.
“Intercultural communication is communication between people whose culture perceptions and symbol systems are distinct enough to alter the communication event”. Today’s intercultural communications are more ample and more significant than in any other period of the world’s history. There is no country that can provide all the necessities by itself. “Foreign competition and the need to trade more effectively overseas have forced most
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corporations to become more culturally sensitive and globally minded.” As a result, effective intercultural communication in the business negotiation is urgently needed.
2.2   Current research
   Nowadays, it’s of great necessity to understand the significance of intercultural communication. And the appreciation of intercultural communication can narrow the gap and misunderstanding occurring in different cultures from different countries. Here, we will look at some elements of culture that are generally believed to have a considerable impact on international business negotiations.
1) Values
    Values are the standards by which a culture uates actions and their consequences, they affect perceptions and can have a strong emotional impact upon people. One’s proper actions in one culture can be seen as wrong in a moral sense in another culture. Values affect the willingness to take risks, the leadership style and the superior-subordinate relationships, etc. Every culture has defined priorities for every aspect of social life. Like in individualistic culture, people tend to put tasks before relationships and to value independence highly. And values towards time also reflected in everyday negotiation behavior.
2) Language and Communication
 The way, in which people communicate, including using verbal and non-verbal language, directly affects international business negotiations. Nonverbal communication that doesn’t use words takes place all the time. Movements of certain body parts are vital form of human communication. Acknowledge of other foreign languages is another important contribution in the process of communication. In brief, people from diverse cultures vary in expressing their thoughts and opinions.
 
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3) Decision-making approaches
    Decisions are made differently in different groups. They may be made by individuals or by the group generally. Within a group, participants may turn to the person of the highest authoritative or the most senior group member, or some groups, even accept the decision of the majority of the group members. Other groups get the agreement of all the members among group members and decision will not be made until all members have agreed.
2.3   Comments
Every person is a product of his or her cultural environment. Though this provides stability and psychological comfort, it inherently limits one’s understanding of other cultures. Most people, unconsciously, use their other personal cultural background as a guide for judging the actions, views, customs, or manners of others. We may condemn someone because his or her views do no coincide with ours and lose sight of the fact that our words and actions may also be misunderstood in the same way. Therefore, understanding the influence of culture on international business is of great importance.
3       Impact of cultural differences on international business negotiation
3.1   Impact of cultural differences on communicating process
To begin with, the impact is manifested on the language communicating process of negotiation. The differences are obvious, though the language behaviors negotiators used are provided with higher fitness. People on earth use more than 3000 languages. Because few of us can be good command of more than one language, problems of communication are bound to occur in international business communication. One reason for such differences is that languages are based on the concepts, experiences, and views and so on. Proper use of the language is a sensitive cultural issue. Americans tend to exchange task-related information in business relatively frank and direct, with clear statements of needs and preferences. Generally, they openly express their disagreements and resort to aggressive
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persuasive tactics such as threats and warnings. And the French are verbally and nonverbally expressive. They love to argue, often engaging in spirited debate during business meetings. Asians, on the other hand, tend to be far more reticent or implicit and sometimes go to great lengths to save face or not to offend. Saving face and achieving harmony are more important factors in business dealings for the Japanese than achieving higher sales and profits.
What’s more, the impact of cultural differences on negotiation also represented on nonverbal communication. Nonverbal signals differ by culture, and the differences can affect communication. For example, people from Americans who visit certain Asian countries are likely to view the fast, short steps taken by the inhabitants as peculiar or subservience or weakness. Similarly, Americans see standing up as the appropriate thing to do on certain occasions, whereas people from other cultures do not. Apart from that, as for our Chinese, an up-and-down movement of the head means yes and a side-to-side movement of the head means no. These movements may mean nothing at all or something quite different to people from other cultures. Some cultures, like our China’s, do not like touching, while people from other cultures that like touching will give you greetings ranging from full embraces and kisses to nose rubbing. If you can understand others from different cultures based on your counterpart’s standards, you can seize the opportunity to access the cultural style of other.
3.2   Impact of cultural differences on negotiation style
People from different countries have different values, different attitudes and different experience. They have different strengths and different weaknesses from one another. A competent negotiator should develop a style appropriate for his own strengths including the strengths of his particular culture. The negotiation style means negotiator’s main tolerance and style characters represented in the negotiation. The negotiation has deep cultural brands. Negotiators will have different negotiation styles because of different cultural backgrounds. For example, American style is very direct, decisive and practical.
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They always try to demand the same from counterparts. German negotiators are known for very thorough preparation. In other words, in particular the German preparation for negotiation is superb. They are also well known for sticking steadfastly to their negotiating positions in the face of pressure tactics. Koreans often make emotional pleas of their negotiating style. They are also not beyond painting themselves as poor, humble peasants, even though they have one of the higher GDPs per capita in Asia. In reality, the Koreans only respect hard-line, strong opponents. In the negotiation, it is very vital to know well opponents’ negotiation styles in order to hold the direction and schedule of negotiation and exert the strategy of negotiation purposefully. And of course, in real life, though the negotiators with same cultural backgrounds may have the evident convergence, their negotiation styles could be totally different because of other factors. And even when different negotiations across national cultures are identified, change is constant. Therefore, it should be dealt with flexibly.
3.3   Impact of cultural differences on decision manners
When faced with a complex negotiation task, people in different countries may use different means to make a decision, knowing these differences will facilitate anticipating the reactions of the other side. Americans make decisions based upon the bottom line and on cold, hard facts. They do not play favorites. Economics and performance count, not people. Business is business. When faced with a complex negotiation task, Americans tend to divide the large task into a series of smaller task. Issues such as prices, packing and delivery may be settled one at a time. For them, progress in the negotiation is measured by how many issues have been settled. While in Japan, decision-making is quite different. Many Japanese companies still make decisions by consensus. This is a time-consuming process, another reason to bring patience to the negotiating table. So quick answers to any question or problem are almost impossible. Besides, foreign businessmen negotiating with a Japanese company should avoid showing any kind of favoritism toward one individual or depending on a single individual. This
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will alienate the other managers. By contrast, the Russian decision-making is rather bureaucratic. Even the simplest deals will take a great deal of time when compared to other industrialized powers.
To sum up, the cultural differences are embodied on every segment of the whole negotiating process. Only by knowing these differences, can we predict and judge the opponents correctly and seize the initiative of negotiation.
4       Suggestions and conclusion
4.1   Strategies for intercultural negotiation
In view of the above described, we should try to know more about the negotiation differences initiatively, explore the real reasons which lead to misunderstanding and promote to a successful negotiation.
1)     Strengthen the intercultural awareness.
International business negotiation comprises many different thinking, patterns, emotional expressing ways and customary behaviors. Sometimes, effective communication may be weakened if some cultural factors were ignored. Consequently, in the international business negotiations, it’s of great necessity to strengthen the intercultural awareness. It should be realized that negotiators with different culture backgrounds have different needs, motivation and beliefs. It is suggested to understand, accept, and respect the other party’s culture. Also, under the guidance of correct negotiation awareness, it needs to adapt to different business culture styles with flexible tactics.
2)     A keen insight into the negotiating cultural norms, social customs and taboos.
Negotiators must try to know the opponents’ customs and taboos as many as possible before carrying on the international business negotiations, in case of any unpleasant atmosphere arise because of ignorance of some particular customs. For example, elephant, which we
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considered to be precious and lucky, is the symbol of clumsy and awkward in England. Therefore, when trading with English people, elephant images should not be avoided on the trademarks and packages. So it’s very important to know the other culture deeply.
3)     Understand and accommodate different cultures.
Cultural bias should be overcome. Though mostly, people can aware of the existence of cultural differences, they use their standards to explain and judge others intentionally or unintentionally. Usually, they forget the absolutely different business cultures. Thus, in the international business negotiation, ethnocentrism should be abandoned firstly. When encounter with different cultures in negotiation, try to respect and accommodate others’ moral rules or other similar things, stand on others’ position to look at problem is a much wiser action.
4.2   Conclusion
We live in different cultural environment, so intercultural conflicts are probably inevitable. International business negotiators are distinguished from each other not only by geographic location, language spoken, more importantly by the specific cultures in which they grow up. Cultural differences influence negotiation in many aspects, even before the face-to-face negotiation starts. Understanding the different cultural environments that exist among nations and considering cultural differences in all facets of business are crucial for negotiators in the operation of international business negotiation.
 To achieve effective communication, the possible international business negotiator should have a good knowledge of the counterpart’s culture. Therefore, additional training and education in the art of intercultural negotiation will be needed for many managers and the management teams. To prepare and respect the counterparts’ culture within which you are negotiating is a better suggestive method to cope with international business negotiation. Only in this way, can satisfactory results be achieved.

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