Chapter 1 Introduction
With the acceleration of social development in the global scope, more and more cross-cultural exchanges between enterprises between countries and countries are increasing. However, there are always differences in different countries and regions. This also leads to the great differences in the way of thinking, value concept and living habits of people in different countries. In fact, it also aggravates the complexity of business activities to some extent Degree. After China joined WTO, more and more trade exchanges between China and other countries have been made. If domestic enterprises want to go out, cross-cultural communication is necessary. It is also necessary to be familiar with business etiquette, business skills and business knowledge of various countries. It is very meaningful to improve the effectiveness of international business activities and the communication results effectively.
Chapter 2 The Theoretical Basis of Intercultural Communication
2.1 Politeness Principle in Cross Culture
（1） the connotation of intercultural politeness principle
Usually, the speaker will use polite language in order to maintain the harmonious relationship between the two sides and give or maintain their face. People often express themselves implicitly in violation of conversational norms. Politeness is a common pragmatic phenomenon. The choice of politeness criteria should be based on the national connotation, and different nationalities will choose different politeness criteria. Therefore, cultural factors should be fully considered in communication. According to the characteristics of Western Politeness, the principle of cultural politeness includes six contents: Tact Maxim, heredity maxim, approval maxim, modernity maxim, agreement Maxim and symmetry Maxim.
（2） specific application of intercultural politeness principle
Due to the differences in history and culture between China and Western countries, there are significant differences in their daily etiquette. Next, we will make a cross-cultural comparison between Chinese and Western polite expressions in daily life, so as to understand the application of politeness principle in different cultures. 1.congratulations and praise: Americans are willing to accept congratulations and praise. When encountering praise, they generously reply with "thank you", while Chinese people often say "no", "where, where". Americans often praise their family members, while Chinese seldom praise their family members in front of others. This is the conflict between the principle of praise in English and the principle of belittling oneself and respecting others in Chinese. 2.thanks: Westerners use "thank you" and "please" very frequently, even among relatives and friends. Parents will say thank you to their children, and couples will also say thank you. However, Chinese people often don't express their gratitude. They think it's unnecessary. On the contrary, it shows a kind of estrangement. Chinese people often say "thank you between us, that's too outsider.". Therefore, friends who are very familiar with each other usually don't give thanks as often as Westerners do. 3.greeting: Chinese people are used to greeting people with "have you eaten" or "where are you going?". Sometimes when they pick up the phone, they will ask "where are you?", while in the western concept, "where to eat, where to go" and so on belong to personal privacy, there is no need to talk to others. In China, the boundaries of personal privacy are far from so profound. People don't care about other people's general understanding of their lives. When talking with people, Chinese people like to talk about personal affairs, such as age, marriage, income and so on. If Westerners ask about these things, they may be very angry. 4.appellation: in Chinese society, the most polite behavior is "appellation" or "appellation". Chinese people are accustomed to using nouns to express kinship to address family members, relatives (such as elder brother, second sister, younger brother), and even friends and strangers. This phenomenon is rare in the West. In the west, people like to call their names directly when they meet, which is a kind and friendly expression. Children can call their parents by their first names, which will be regarded as treason in China. Chinese people are more used to the type of non equality address, but in the west, due to the influence of the concept of equality and freedom, people advocate equality address. People seldom use formal titles to address others. Formal titles are only used for judges, senior government officials, military officers, doctors, professors and senior religious people.
2.2 Principles of Intercultural Cooperation
（1）connotation of intercultural cooperation principle
In 1967, the famous American linguist H.P. Grice put forward the cooperative principle in conversation in his speech at Harvard University. He believes that people always consciously or unconsciously follow some principles in language communication to ensure the smooth progress of conversation and communication. Among them, the principle of cooperation is divided into four criteria: first, the criterion of quantity, that is, the information of the conversation should be sufficient but not redundant; second, the criterion of quality, that is, the content of the speech should be true; third, the criterion of relationship, that is, the information of the conversation should be consistent with the topic; fourth, the criterion of manner, that is, the speech should be clear and understandable
（2）specific application of the principle of intercultural cooperation
H. P. Grice's cooperative principle is the basic rule guiding dialogue and communication. However, how can we know whether the cooperative principle can also be applied to cross-cultural business negotiation? As we all know, oral communication is a kind of business negotiation. This kind of communication is directly completed between the speaker and the hearer. Therefore, there is no doubt that we can use the principle of cooperation to guide any negotiation, and its application can be carried out by the negotiators, that is, two or more key persons involved in the negotiation dialogue. More specifically, when applied to negotiation, the quantitative criterion means that the negotiators should not increase or decrease the information needed in the negotiation process; the application of the qualitative criterion means that the negotiators should provide sufficient evidence for the information accurately; the application of the relational criterion means that the negotiators should make their discourse relevant, that is, coherent in the context; the application of the qualitative criterion means that the negotiators should provide sufficient evidence for the information accurately; The way rule means that negotiators should make their speeches orderly, concise, clear, etc. However, we also need to know that once cultural differences play a role, or for some reasons to avoid unnecessary embarrassment, the violation of the principle of cooperation will occur. When the two sides understand each other's cultural characteristics, the negotiation can go on smoothly; otherwise, there is conversational implicature.
2.3 Principles of Intercultural Inclusion
（1）connotation of cross cultural inclusion
People of different cultures have differences in cultural orientation, the relationship between man and nature, the relationship between man and man, social norms, ways of thinking and ways of life. In this multi-cultural era, the coexistence of various cultures can not be ignored. According to the historical records, "if the upper is not broad enough to accommodate the lower, you can't be in the holy place", we can see that tolerance means "tolerance".
（2） specific application of the principle of intercultural inclusion
Tolerance is built on the basis of understanding. Understanding is to understand other people's thoughts and feelings, to be aware of other people's positions, views and attitudes, to be able to respect according to the specific situation, and to experience other people's joys and sorrows. Tolerance is magnanimous, magnanimous and tolerant. It can forgive others on non principle issues
In business etiquette, treat everyone should be reasonable. Don't look down on each other because of their different aspirations, interests, and defects. Don't neglect each other in due etiquette. This is tolerance. Most of the time, when we feel forgiven is when we are treated equally.
Chapter 3 The Concept of Business Etiquette
3.1 Business Etiquette
Business etiquette refers to the norms or procedures that the business personnel of a company or enterprise should follow to show respect and friendship to the communication objects in order to create a good image of an individual or enterprise in business activities. It can also be said that it is the communication art that should be observed in business communication.Business etiquette in business activities is mainly to reflect the respect of both sides in conversation. At this time, we need some codes of conduct, which can restrict both sides to abide by the rules in the details of business activities. This includes etiquette skills, telephone communication and so on. Business occasions can also be divided into office etiquette and welcome etiquette. The core criterion of business etiquette is actually aimed at behavior, which is used to restrict our daily business activities to meet the standard of business etiquette. The core function of commercial interests is to show mutual respect between the two sides. So it is very important for us to learn business etiquette.
Cross cultural business communication refers to the way of cross-cultural communication. Cross cultural business communication is the product of globalization and the result of the increasing integration and interaction of cross-cultural communication. These interactions may be business oriented or oriented to other personal goals. However, in recognizing the differences of views caused by the inevitable differences inherent in different cultures, Both require the same type of consideration. In cross-cultural business communication, some considerations include the attention to the differences caused by culture, belief, law and language
3.2 The Importance of Business Etiquette
The importance of business etiquette is mainly used to restrict us to respect each other in our daily business activities. We can use a simple way to explain business etiquette, it is people's appearance and behavior requirements in business activities.
(1) the importance of business etiquette in daily communication
Business etiquette helps to promote the construction of socialist spiritual civilization. Generally speaking, people's education reflects their quality, and quality is reflected in details, which often determines people's success or failure. Business etiquette reflecting modern personal education is one of the symbols of human civilization. The level of business etiquette of a person, a unit and a country often reflects the civilization level, overall quality and overall education of the person, the unit and the country.
Mastering certain business etiquette is helpful to improve people's self-cultivation, beautify themselves and beautify life. And it can effectively promote social communication, improve interpersonal relationship, and help to purify social atmosphere. Just imagine, a smile, a care can give people the warmth of the soul, and can make their own mood will be happy.
(2) the importance of business etiquette in international business
If you can understand certain business etiquette, it can not only help to improve the corporate image, but also help to increase customer satisfaction and reputation, and ultimately achieve the ultimate goal of improving the economic and social benefits of the enterprise. Business etiquette is an important part of corporate culture and spirit, and also one of the main contents of corporate image.
The cultivation of business etiquette not only helps to shape the individual, but also helps to enhance the good image of the enterprise. Business etiquette can reflect the level of civilization, management style and moral standards of enterprises. A good corporate image is an intangible asset for an enterprise, which can bring direct economic benefits to the enterprise. A person who pays attention to etiquette will set up a good personal image in front of the public. Modern market competition is not only product competition, but also image competition.A good reputation and image of the company or enterprise, it is easy to obtain the trust and support of all parties in society, can be in an invincible position in the fierce market competition.In addition, business etiquette also helps to strengthen communication with customers. Good etiquette can better show each other their strengths and advantages, she often determines whether the opportunity comes. For example, in a company, whether you dress appropriately or not may affect your promotion and the relationship between your colleagues; whether you behave appropriately when taking customers out to dinner may determine the success of the transaction. This is because etiquette is a kind of information, through this medium to express respect, friendly, sincere feelings. Therefore, in business activities, appropriate etiquette can get the favor and trust of the other party, and then promote the development of the cause.
As we all know, image is an important issue for enterprises. Business etiquette is an important concept of image. In today's increasingly competitive society, more and more enterprises pay more and more attention to their own image and the image of employees. Professional image and temperament as well as business etiquette in business occasions have become an important means of success in today's workplace, and also an important manifestation of corporate image.
Chapter 4 The Difference of Business Etiquette between China and the United States
4.1 Differences in Time Concept
China and the United States represent two different cultures of the East and the West. The cultural exchanges between the two countries belong to the category of cross-cultural communication. As one of the elements of nonverbal communication, time, an objective reality, has different forms of reflection in different cultures. The difference of time concept leads to different living habits. The differences of time concept between China and the United States are mainly reflected in the one-way and multi-way time systems. Many experts and scholars believe that China should belong to the multi-directional time system. The advantage of one-way time recording system is that it is very efficient. It makes a good plan in advance and strictly follows the schedule. It only focuses on one thing in a period of time and never procrastinates. But the disadvantage is the lack of flexibility. The advantage of multi-directional time recording system is more flexible, flexible and humane, but it is easy to affect the work if it does not pay attention to the time arrangement. Many experts and scholars believe that China should belong to the multi-directional time system.
4.2 Differences in Language Habits
China and the United States are two completely different countries. Chinese people are implicit, Americans are direct, implicit has its charm, direct has its refreshing. China is a country that advocates collectivism, which originates from the Confucianism that has ruled China for thousands of years. In Chinese ethics, the interests of individuals must be linked with the interests of families. The interests of the collective are always higher than those of the individual. It is the so-called sacrifice of the ego to complete the ego. On the contrary, what the United States advocates is individual heroism. The individual is completely irreplaceable. Only the individual can completely achieve the individual, that is, the whole society.
In terms of social language, there are many differences between China and the United States. For example, Americans do not give gifts casually. Gifts are generally casual and not very valuable, but they are different in China. Chinese people pay attention to even numbers, pairs, auspicious, while the United States believes that the singular is auspicious. When Americans receive a gift, they usually open it immediately, have a look, appreciate it face to face or taste it, and thank them immediately. In addition, the subconscious of Americans for gifts is to pay attention to the packaging. Maybe the gift you receive with three layers inside and three layers outside is only a few candies after opening. Don't think that Americans are stingy. Compared with the gift itself, Americans pay more attention to the interpretation of the mind outside the gift.
As we mentioned in chapter two, the principle of cross-cultural cooperation can be divided into four principles: first, the principle of quantity, that is, sufficient information without redundancy; Second, the principle of quality, that is, the content of speech should be true; Thirdly, the relationship principle, that is, the conversation information should be consistent with the topic; Fourth, the principle of mode. In China and the United States, we should follow the principle of cross-cultural cooperation when conducting business negotiations. For example: in the process of negotiation, Americans usually like to directly express their wishes or ideas, hoping to communicate directly, while Chinese people are more modest and cautious, so they will speak more tactfully and implicitly. Therefore, in the process of negotiation, we must integrate the cultural background of the two countries and promote the smooth progress of business cooperation on the basis of the principle of cross-cultural cooperation.
4.3 Differences in Behavioral Communication
The cultural differences in the process of people to people exchanges between China and the United States are mainly reflected in face-to-face exchanges. In fact, in non-verbal exchanges, there are also various cultural differences. First of all, one of the most obvious differences is that in China, we are not good at using body movements to express friendship and closeness between people, such as hugging and kissing. Psychological research shows that children who are often touched and hugged are much healthier than those who are not touched and hugged, and so are adults. Body language plays an irreplaceable role in interpersonal communication. In American culture, parents and children love you directly, brothers and sisters love you directly, and friends embrace and kiss each other from childhood. Secondly, in the United States, when people communicate with each other, it is very important to look into each other's eyes. There is an old saying: "never trust a person who can't look you in the eyes." But in China, this is not necessary. Even some Chinese deliberately avoid looking at each other's glasses in order to express their modesty or respect. Thirdly, Chinese and American people have different requirements for their own space distance. Most Americans don't want to be too close when they talk. Always keep a certain distance. In elevators, buses or trains, Chinese people can tolerate people who don't know each other crowded together, while Americans can't tolerate such physical contact. Therefore, in terms of personal space requirements, Chinese people are much smaller than Americans. Not only that, cultural differences are also reflected in schools. Chinese students usually have to stand up and answer the teacher's questions Questions show respect, while American students generally sit.
4.4 Differences in Catering Etiquette
When the host asks if he wants to have more food or drink, we are usually used to be polite and reply: "no need", "don't bother" and so on. If you say the same thing when you interact with Americans, they will not insist on persuading you, and you may not have enough to eat. According to American custom, if you want it, you don't have to say "yes, please." if you don't want it, just say "no, thanks.". It's a pleasure to be invited in the United States. If there are no special circumstances, they will be willing to accept it. Generally, they won't refuse without any reason, and they will express their thanks to "thank you very much for inviting me to your dinner party." this also fully reflects the difference between the reserved and straightforward Chinese people's communication.
When dining in the United States, you should wait until all the guests are served and the hostess signals before you start eating. Guests are not allowed to eat any dish until the hostess picks up her spoon or fork. The Chinese are often used to eating while serving, and the hostess is often the last to eat. It's not very good to keep silence during meals in the United States, but try not to talk when chewing food. When speaking, you should not put down your knife and fork, but also don't shake your knife and fork. It's better not to cough or burp at the table. If you sneeze or cough, you should apologize to the people around you. In addition, it's better to take a little of everything when you're sandwiching vegetables, which will make the hostess happy. After the meal, the hostess should leave the seat first, and the guests should leave together. The napkin should be put on the table. Don't fold it up as before, unless the host asks you to stay and eat. During the dinner, the host should always make the conversation lively and interesting, so that every guest will not be left out in the cold. The host's eating speed should not be too fast. If most people have finished eating, but a few people haven't finished eating, they should slow down to avoid disturbing the guests. During the dinner, the guest will drop the knife and fork on the ground, should politely change for it. If the guests accidentally break the dishes, the hostess should calmly clean up, comfort the guests, and never show displeasure. Finally, the host must not calculate the cost of the treat in front of the guests. To sum up the culture of Chinese dining table, the simple point is that the enthusiasm makes you feel uncomfortable. If you are a cleanliness addict, you must feel uncomfortable with the dishes.
Due to the different historical backgrounds of the two countries, there are also many differences in business culture between China and the United States. For example, in terms of etiquette, Americans like to praise and praise very much, and they are very willing to use Thank you terms, such as "thank you, please". But the Chinese are reluctant to express their gratitude. There is also in terms of address, Americans are very willing to use their first name to address each other to show closeness and equality, but Chinese people like to use honorifics to show their respect. This reflects the principle of cross-cultural politeness that we mentioned earlier. In order to maintain the harmonious relationship between the two sides in communication, and to give or maintain the face of both sides, polite language will be used. Different countries use different polite language.
4.5 Differences in Ethics and Legal Concepts
In terms of the inner spirit of law, Chinese traditional legal culture regards law as only a prohibitive norm and a tool for punishing evil, which conflicts with western legal culture regarding law as purpose, right and management; in terms of the value orientation of law, Chinese traditional legal culture's orientation of pursuing order and harmony conflicts with western legal culture's orientation of longing for freedom and justice. In terms of the relationship between law and power, there is a conflict between the rule of man in Chinese traditional legal culture and the rule of law in western legal culture. In terms of the principle of law, Chinese traditional legal culture is based on obligation, In terms of the relationship between law and other social norms, the "combination of etiquette and law" of Chinese traditional legal culture is in conflict with the relative differentiation, autonomy and independence of western law.
4.6 There Are Differences in Ways of Thinking
The difference of thinking between China and the United States is mainly reflected in the opposition between holistic thinking and individual thinking. Chinese culture focuses on holistic thinking. Holistic thinking is to observe and think about everything in the world according to the holistic point of view. The analysis of problems always starts from the totality of things, focusing on the overall function, complex relationship and operation process of the whole things, rather than the internal structure of things. Americans focus on individual way of thinking, which decomposes complex things into simple elements and studies them one by one.Americans pay attention to efficiency and often have strict plans every day. Therefore, when visiting American families, they have to make an appointment in advance. Otherwise, if they disrupt other people's plans, they will be regarded as uninvited guests and shut up. So you should write or call a day or two in advance to make an appointment. Once agreed, we should arrive on time, not late, not too early, because before the guests come, the housewife has to decorate the living room to prepare tea. If we go early, the housewife is not ready, and has to receive you, which will cause a lot of inconvenience. For those large-scale formal occasions, punctuality is more important. If you go early, you should wait outside for a few minutes before you go in.
4.7 Differences in Values
The differences of values between China and the United States are mainly reflected in collectivism and individualism. In fact, the core values of Chinese people are mainly collectivism. Chinese people generally believe that harmonious interpersonal relationship is the foundation of society. Therefore, Chinese people attach great importance to harmony, and also attach great importance to the interests or values of specific groups. The core of American values is mainly individualism, which is the philosophy of life based on the individual. Its main content is personal value and personal freedom, especially emphasizes the importance of personal self-development.
rom the perspective of social cognitive system, Chinese and American philosophy and epistemology have constructed different psychological theories in the social and historical background. The complicated social relations in Chinese life make them have to focus their attention on the external world, so the Chinese self-structure is dependent; on the contrary, the social relationship in American life is relatively simple, so they are more likely to focus their attention on the object and their own goals. In this social cognitive system, social organization has a direct impact on cognitive process, and dialectical thinking and logical thinking are the characteristics of this cognitive process. More importantly, this feature has been maintained and has a wide impact on people's psychology and behavior: Chinese cognition is situational centered. The Americans are individual centered; Chinese people view the world passively, while Americans conquer the world with an active attitude.
We mentioned in Chapter 2 that the principle of cross-cultural tolerance is based on understanding. Understanding is to understand other people's thoughts and feelings, be aware of other people's positions, views and attitudes, and be able to respect and experience other people's emotions according to specific situations. There are some differences in the values of the Chinese and American people, so in the process of business negotiations, we must pay attention to the principle of cross-cultural tolerance, and effectively understand each other's ideas and emotions, so as to better establish trust and resonance with each other, so as to promote the success of business cooperation.
4.8 Right Distance
Under the influence of Confucian traditional culture, the color of parents' rights is more prominent in China. Under the influence of Christian culture, in American families, parents pay more attention to freedom and equality, pay more attention to giving children personal autonomy, and let children learn to make their own decisions and solve their own problems independently under the conditions of society.
4.9 context
Context refers to the language of the speaker, the cultural background of the community and the social distance. It is the environment in which the language is used, including all subjective and objective factors. In his book beyond culture, Edward T. hall, an American cultural anthropologist, puts forward that culture has context, and divides context into high context (HC) and low context (LC). Hall thinks: "anything can be endowed with the characteristics of high, medium and low context. High context (HC) things have the characteristics of pre arranged information. The arranged information is in the hands and background of the receiver, and only a small part is in the transmitted information. Low context (LC) is just the opposite. Most of the information must be in the transmitted information in order to supplement the lost part of the context (internal context and external context)、
In many cases, poor verbal communication is not only due to the language itself, but also closely related to the cultural background and cultural factors behind the language, the most typical of which is the cultural conflict caused by the difference between high and low context. High and low context affects people's language habits, which can be seen everywhere in life. The study of high and low context plays an important role in the study of cross-cultural communication. In the field of business, the differences of different contexts bring numerous problems, which lead to many misunderstandings between the two sides. Cultural differences in context open up many new fields for people's cultural communication, but at the same time, they also set up many objective obstacles for people's communication.
Different understanding of the same discourse in high and low context countries. In low context countries, specific content only corresponds to a specific understanding, while in high context countries, the same words may not only correspond to one meaning. Especially in China, which has a long history of civilization for thousands of years, the extensive and profound writing is recognized by the world. The same word or sentence can produce many different understandings and interpretations. For example, there is a case in which pro9 global of the United States asked China whether it could make a kind of special-shaped part that is difficult to manufacture. After careful calculation and evaluation, the representative of China responded that it could, that is, "yes, we can." the United States was very happy to hear this affirmative reply, He flew all the way to China to prepare for the final plan with China, and the two sides held talks with different understandings of "yes, we can". To the surprise of the US side, the Chinese side refused to produce special-shaped parts on the ground that the quantity was too small. The US side said that it was very angry and thought that China had turned its back. China, on the other hand, believes that it has not agreed to any request from the US. Because they say "we can do it" means that this part is not difficult, we have the ability to make it; However, the United States believes that China has agreed to cooperate in the project and has agreed to manufacture these special-shaped parts for them. In the end, the negotiations between the two sides still ended in failure.
Chapter 5 The Reasons for the Differences between Chinese and American Business Etiquette
5.1 Geographical Location
The Chinese nation lives in the vast inland land. It has a subtropical monsoon climate with four distinct seasons in spring, summer, autumn and winter. The inland natural environment and natural resources made the economic life of ancient Chinese mainly agriculture. Under the condition of agricultural economy, people's life law basically follows the way of "work at sunrise and rest at sunset". The self-sufficient life style has cultivated the unique philosophical speculative concept that all things are limited and infinite, which emphasizes the harmony between groups. The ancestors of the Americans came from the coastal countries and regions of Europe. The development of navigation industry made them believe in human power, advocate personality, have the courage to explore and be full of challenges. They are fastidious about speed and efficiency, good at calculation, not satisfied with the status quo. When they arrived in North America, they became the first pioneers.
The harsh natural conditions, the changeable climate and the harassment of the Indians make them cope with all kinds of challenges at any time, so people and the environment are often in a state of confrontation and confrontation, which also requires them to give full play to their subjective initiative, so as to cultivate their belief in conquering nature and transforming the world, which is a transformation of "marine culture". Chinese culture is based on the agricultural society, which is a complex hierarchical society, emphasizing hierarchy and harmony. However, the United States does not rely entirely on agriculture. They rely more on industry and commerce, and these industries require higher personal characteristics.
5.2 Historical Development
Both China and the United States have experienced the stage from colonialism to independence, and they have experienced setbacks and failures in their respective development process, and they are from the agricultural society to the industrial society to the information society. However, the development in the United States has been based on the capitalist free economy; China's development has changed from imitating the Soviet Union's socialism to the present socialist market economy with Chinese characteristics.
5.3 Social Customs and Habits
In terms of social customs, there are also great cultural differences between China and the United States. Taking the attitude of Chinese and American cultures towards different animals as an example, in most Chinese idioms, the word "dog" is derogatory, such as "dog upholds power", "Fox friends and dog gangs", "wolf heart and dog lung", etc.; however, in American culture, on the contrary, they think that dog is man's best friend, and this attitude is also reflected in idioms.
5.4 Way of Thinking
In fact, the mode of thinking is an inevitable product in the process of social and cultural development, which is deeply influenced by the mode of production, philosophy, culture, behavior habits, language and literature and other factors. Different countries have different cultural backgrounds, so restricted by different cultural backgrounds, Chinese and American people actually have different ways of thinking in essence.Chinese people prefer comprehensive thinking. They emphasize the priority of the whole and adopt the way of thinking from the whole to the part. For example, the order of expression should be from the big place to the small place, that is, No.1 street, one province, one city, one district of the country. The time of expression should be in the order of January 1 of the year. Americans prefer analytical thinking, emphasizing the priority of parts. In the expression of spatial order, they are opposite to China. From small place to large place, the expression of time is also from small to large.
5.5 Cultural Background
Culture refers to the general mode of a society's unique beliefs and ways of thinking. Culture is not only a social phenomenon, but also a historical phenomenon and accumulation of social history. China has a long culture and history, while the United States is a multi-ethnic country with only 200 years of history. The cultural differences between China and the United States are very big. They are obstacles and gaps in communication and understanding between the two peoples.
Chapter 6 Feasible Suggestions on Strengthening Business Communication
6.1 Strengthen Cultural Communication and Establish a Global Cultural Outlook
"Brilliant purples and reds of the world give color to the diversity of human civilization," Xi Jinping said. "Diversity brings communication, communication, integration, and progress." The development history of human society is a history of mutual exchange, mutual learning and integration of different civilizations and cultures, and a history of continuous creation and innovation of civilizations. The exchange, mutual learning and integration of different civilizations and cultures promote the development and progress of human society. Therefore, each country must strengthen cultural communication and exchanges between each other, so as to better develop their own economy, promote social development, and construct a global cultural outlook.
6.2 Improve The Level of Business Etiquette through Learning and Practice
In today's society with the rapid development of the world, we must pay attention to the importance of business etiquette in business occasions, learn the correct business etiquette by participating in business etiquette training courses and relevant guidance, and do a better job in the details of business etiquette through personal practice. Good business etiquette is the premise of all business negotiations, and improving business etiquette is also one of the important conditions for the success of business negotiations.
6.3 Enhance Legal Awareness and Legal Concept
To enhance legal awareness, we need to form the desire and habit of abiding by the law on the basis of the accumulation of legal knowledge, so as to make abiding by the law become an internal quality and conscious behavior. If a person's subjective desire is consistent with the law, he will not feel that the law is binding on himself, but will enjoy freedom on the track of rule of law. But such a state can not be achieved easily. Sometimes, the illegal behavior will produce huge profits, which constitutes a strong temptation to the behavior subject. At this time, the belief in the rule of law can play a binding role subjectively. A firm belief in the rule of law, in front of the temptation of improper interests will have a strong determination. Morality plays a strong role in guiding, supporting and self-restraint of law. We should vigorously cultivate and carry forward the socialist core values, expand the moral connotation of the socialist rule of law, so that justice can be carried out and kindness can be carried forward, people's life can be more happy and healthy under the protection of law, and the authority of the rule of law can truly become the true faith of the people.
6.4 Establish the Concept of Cultural Equality
Although the new China has been established for more than 70 years, the traditional concept of hierarchy is still deeply rooted in Chinese people's thinking, and family background still plays a very important role in people's growth. And Americans have a strong sense of equality, whether rich or poor, everyone will respect themselves, do not allow others to infringe on their rights.
In today's world, cross-cultural communication is becoming more and more common, but the cross-cultural communication between the East and the west is very unbalanced. Western culture has gradually gained advantages in the communication, while eastern culture is in danger of losing its own characteristics and being assimilated. Therefore, we should strengthen the awareness of equal cross-cultural communication. On the basis of equality, we can better promote the development of all countries.
Chapter 7 Conclusion
Chinese culture itself is an open system with great cohesion, vitality, empathy and inclusiveness. While building a harmonious world, we should admit that there are conflicts among different cultures. We need to deepen our understanding through mutual communication and dialogue. Only by understanding each other's culture can we better absorb its advantages. In cross-cultural communication, we should aim at cultural independence, integration and innovation, harmony and harmony, and start from the cultivation of cultural inclusiveness. Only in this way can Chinese culture continue to grow and cross-cultural communication really achieve its goal.
With the rapid development of China's reform and opening up, China's economy is also growing rapidly. The global integration industry is gradually realized. China's accession to the World Trade Organization has led to more and more frequent Sino foreign economic and trade cooperation. In this way, we must face up to the differences between Chinese and Western business etiquette and exchange with each other on an equal footing. If business people want to successfully carry out international business activities, they must understand and understand international business etiquette from the cultural level, adjust their etiquette behavior in time, avoid unnecessary misunderstanding, and finally promote the smooth development of international business activities.
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