21世纪的中国,国际合作日益频繁也更加广泛,对参与国际商务交往人员的跨文化交际能力也提出了更高的要求。培养和提高跨文化交际能力成为英语教学的重要内容。
《跨文化商务交际》共10章,第1至4章以跨文化交际学的基本理论为框架,阐述交际与文化的关系、文化价值观对跨文化商务交际的影响,介绍文化差异在言语和非言语方面的表现。第5至10章运用跨文化交际学理论具体分析重要商务实践活动中的文化差异,即跨文化商务写作、礼仪、谈判、营销、伦理和企业文化。
教材特色;
▲跨文化交际理伦与商务交往实践相结合
▲国际商务文化与中国文化相结合
▲通过幕例学习培养学生的跨文化交际能力
▲每章有学习目标和中文边注,配有图表

From data collected in 63 countries, with more than 60,000 individuals taking part, Schwartz derived a total of 10 distinct value types (power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security) at an individual-level analysis.
These individual level Value types each represent a number of values which can be combined in a joint "idea": Values located in the "Power' value type are likely to indicate an individual who values social status and prestige or control and dominance over people and resources. High scores in the "Achievement" value type would indicate a high priority given to personal success and admiration. "Hedonism" represents a value type where preference is given to pleasure and self-gratification. "Stimulation" represents a group of values that express a preference for an exciting life, and "Self-direction"a distinct group of values that value independence, creativity, and freedom. The "Universalism" value type on the other side represents a preference for social justice and tolerance, whereas the "Benevolence" value domain contains values promoting the welfare of others. The "Conformity" value type contains values that represent obedience and the "Tradition" value type is made up out of values representing a respect for traditions and customs. Lastly, the "Security" value type is a value orientation containing values relating to the safety, harmony, and welfare of society and of oneself (Schwartz, 2001).
Viewed in a circular order, these ten types of values can be ordered into four higher order value types: "openness to change" combines stimulation, self-direction, and a part of hedonism; "self- enhancement" combines achievement and power as well as the remainder of hedonism. On the opposite side of the circle, "conservation" combines the value orientations of security, tradition, and conformity; and "self- transcendence", which combines universalism and benevolence. These four
…… 一个企业的成功,不仅取决于它的生产能力,而且取决于它的文化能力;在国际商务活动中,还取决于它的跨文化交际能力。
经济全球化的趋势、国际商务活动的日益频繁,越来越显示出对多元文化理解的必要性和跨文化交际能力的重要性。跨文化意识意味着直接的经济效益。一个企业想让自己的产品在国际市场上占有一席之地,一个跨国公司想在其他**或地区取得经济效益,不仅要具备高超的经济、技术和管理水平,而且需要深刻了解对象国的文化。正因为如此,世界上许多大公司都十分重视国际商务活动中跨文化交流的研究和培训,许多经贸类大学都把跨文化商务交际课程作为必修课。
21世纪的中国是走向广泛国际合作的中国。自中国加入WT0以来,国际**跨国集团公司、金融机构、工商企业都纷纷来中国设立分支机构、分公司,招聘大量的中国雇员。同时,中国工商贸易企业也在不断加大出口力度,在国内外建立跨国公司,聘用来自不同文化背景的雇员。目前,中国正在为迎接2008年北京奥运会和2010年的上海世博会积极准备,文化合作已成为当代中国商务合作的重要内容。文化交融现象激励商务英语教学加速培养复合型的经贸外语人才,促使他们不仅掌握跨学科的专业知识,而且具备跨文化交往的技能。在商务英语教学中把跨文化交际能力的培养放在十分突出的位置已经成为共识。
在培养复合型人才的战略中,如何培养和提高跨文化交际的能力呢?在我国,经贸学校一般都开设有关跨文化交际的课程,跨文化交际专著、论文也不断涌现。但总体来说,跨文化商务交际在我国商界和相关专业的教学中还处于比较薄弱的初级阶段,与发达**相比还有较大的差距,尤其是如何把商务活动实践与跨文化交际理论结合起来,如何把国际商务文化与中国文化结合起来,还是一个难题。这方面的书籍也特别少,适合商务英语学生使用的教材更少。有鉴于此,作者根据多年跨文化交际和跨文化商务交际教学的经验,参考了大量国内外的*新相关材料,编写了这本《跨文化商务交际》教材,希望该教材能成为高等院校英语及相关专业学生以及商务人员进修提高的可用教材。
全书共分10章。**至四章以跨文化交际学的基本理论和主要内容为框架,阐述交际与文化的关系、文化价值观对跨文化商务交际的影响,介绍跨文化商务交际过程中文化差异在言语和非言语方面的具体表现。**章为概论,介绍交际、跨文化交际和跨文化商务交际的定义、概念、发展及其意义等;第二章着重介绍文化的基本理论和文化价值观研究成果;第三章和第四章分别探讨文化差异在言语交际和非言语交际方面的种种表现。第五至十章运用跨文化交际学的基本理论具体分析几个重要商务实践活动中的文化差异,即跨文化商务写作(第五章)、跨文化商务礼仪(第六章)、跨文化商务谈判(第七章)、跨文化商务营销(第八章)、跨文化商务伦理(第九童)、企业文化和跨文化交际能力培训(第十童)。附录包括练习答案和参考书目。

Chapter 1 Communication: An Intercultural Perspective
I. Basics of Human Communication
1. Needs and Purposes for Communication
2. Definition of Communication
3. The Scope and Classification of Communication
4. The Process of Communication
5. Characteristics of Communication
II. A Review of Intercultural Communication Study
1. Intercultural Communication Study in the U.S.
2. Intercultural Communication Study in China
3. The Multidisciplinary Nature of Intercultural Communication Study
III. A Review of Intercultural Business Communication
1. The Research of Intercultural Business Communication
2. The Importance of Learning Intercultural Business Communication
3. The Complexity in Learning Intercultural Business Communication

Chapter 2 Understanding Cultures and Their Values
I. The Nature of Culture
1. Definitions of Culture
2. Ingredients of Culture
3. Characteristics of Culture
II. The Basics of Cultural Values
1. Definition of Value
2. Values Form the Core of Culture
3. Priorities of Cultural Values
III. Understanding Cultural Patterns
1. Kluckhohn and Strodtbeck's Value Orientations
2. Hofstede-Bond's Value Dimensions
3. Trompenaars' Value Dimensions
4. Schwartz's Value Inventory
5. Hall's High- and Low-context Orientation

Chapter 3 Comprehending Verbal Communication
I. The Relation Between language and Culture
1. The Influence of Culture on Language
2. The Influence of Language on Culture
II. Cultural Impact on Language at Various Levels
1. Meanings of Words
2. Sociolinguistic Rules
3. Analysis of Speech Acts
4. Discourse Patterns
5. Verbal Styles

Chapter 4 Perceiving Nonverbal Communication
I. The Basics of Nonverbal Communication
1. Defining Nonverbal Communication
2. The Importance of Nonverbal Communication
3. Functions of Nonverbal Communication
II. Cultural Impact on Nonverbal Communication
1. Body Movement
2. Eye Contact
3. Touch
4. Smell
5. Paralanguage
6. Spatial Language
7. Temporal Language

Chapter 5 Intercultural Business Writing
I. The Importance of Writing in Intercultural Business Communication
II. Cultural Consideration in Planning Business Messages
1. Defining Purpose
2. Analyzing Intercultural Audiences
3. Selecting a Channel and Medium
III. Cultural Consideration in Organizing Business Messages
1. Organizing Routine, Good-news, and Goodwill Messages
2. Organizing Bad-news Messages
3. Organizing Persuasive Messages
4. Organizing Reports
5. Organizing Employment Messages
IV. Cultural Differences in Format and Layout of Business Letters

Chapter 6 Intercultural Business Etiquette and Protocol
I. The Importance of Appropriate Etiquette and Protocol
II. Defining Business Etiquette and Protocol
III. Cultural Differences in Business Etiquette and Protocol
1. Initial Business Relationships
2. Social Entertainment
3. Gift-giving Etiquette
4. Business Dress
5. Business Scheduling
6. The Use of Humor
Chapter 7 Intercultural Business Negotiation
I. Defining Intercultural Negotiation
II. Intercultural Negotiation Variables
1. Factors Influencing Business Negotiation
2. Analysis of Intercultural Negotiation Variables
III. Intercultural Negotiation Models and Styles
1. Intercultural Negotiation Models
2. Intercultural Negotiation Styles
IV. Intercultural Negotiation Strategies and Guidelines
1. Intercultural Negotiation Strategies
2. ' Intercultural Negotiation Guidelines

Chapter 8 Intercultural Marketing Communication
I. A Cultural Approach to International Marketing
1. Marketing: Borrowed Concepts and Practicos
2. Marketing as an Exchange and Communication Process
II. Cultural Influence on Selected Aspects of Marketing and
Advertising
1. Verbal Language
2. Nonverbal language
3. Rituals and Religions
4. Values
III. Global Marketing and Advertising
1. Controversial Issues of Global Marketing
2. Thinking Globally and Acting Locally
3. The Global Consumer

Chapter 9 Intercultural Business Ethics
I. law and Ethics of Intercultural Business Communication
1. The Nature of Legal Environment of International Business
2. Ethical Dilemmas in Intercultural Business Communication
II. Major Legal and Ethical Issues in Intercultural Business
Communication
1. Protection of Intellectual Property
2. Dispute Settlement Through Legal Channels
3. Labor-management Relations and Employment
4. The Issue of Bribery and Corruption
III. Building Ethical Competence in Intercultural Business
Communication
1. Moral Philosophies or Relevance to Business Ethics
2. Incorporating Ethics into International Business Decisions
3. A Universal Set of Ethics

Chapter 10 Organizational Culture and Intercultural Communication
Training
I. The Foundations of Organizational Culture
1. Defining Organizational Culture
2. The Function of Organizational Culture
3. Differences Between Organizational and National Cultures
4. Types of Organizational Culture
II. The Role of Communication in Organizations
1. The Structure of Communication in Organizations
2. Intercultural Communication Needs in Organizations
III. Intercultural Communication Training in Organizations
1. Content Areas of Intercultural Communication Training
2. A Four-step Approach to Improving Intercultural
Communication Competence
Key to Exercises
Bibliography
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