1、中國地質大學（武漢）遠程與繼續教育學院 本科畢業論文（設計）題 目：論跨文化交際中商務禮儀的變遷 姓 名： 杜燦燦 準考證號：院 （系） 遠程與繼教學院 專 業： 商務英語 指導老師： 鄔忠 職 稱： 講 師 評 閱 人： 職 稱： 2012 年 11 月原創性聲明本人呈交的學位論文，是在導師的指導下，獨立進行研究工作所取得的成果，所有數據、圖片資料真實可靠。盡我所知，除文中已經注明引用的內容外，本學位論文的研究成果不包含他人享有著作權的內容。對本論文所涉及的研究工作做出貢獻的其他個人和集體，均已在文中以明確的方式標明。本學位論文的知識產權歸屬于培養單位。 本人簽名： 日期： Abstract

2、With the unceasing progress of world economic integration, China's economy is gradually mixing into the world economic system. In the international business trade, in order to reach the purpose of communication, we need to understand the business etiquettes from different cultural background. Th

3、e increase in international business and in foreign investment has created a need for executives with knowledge of foreign languages and skills in cross-cultural communication. And the business etiquette is one of the most important parts in it. The different cultural will cause the different behavi

4、or. And the different cultural will also cause different business etiquettes. If we want to understand the changes of business etiquettes in cross-cultural communication, first, we need to know the difference between Chinese and foreign cultural. Sencond, we need to know the origin and development o

5、f business etiquettes, so we can analyze what is the changes of the business etiquettes better. The thesis will going to discuss the changes of business etiquettes in cross-cultural communication based on the above aspects. Combine the opinion of myself, analyze that how to use the business etiquett

6、es to make the business practice go smoothly. At the same time, based on the history of the changes of business etiquettes, suppose how will the business etiquettes changes in the future.Key Words: business etiquettes; cross-cultural communication; cultural difference; the changes of business etique

7、ttes摘 要我國加入世貿組織后，與其他國家的經濟交往日益頻繁，國際貿易不斷發展。在國際商務活動中,要達到有效交際的目標,就必須從文化差異的角度去了解國際商務禮儀。不斷增長的國際貿易交流以及跨國公司的成立，使得了解外國文化，語言以及跨文化交際能力成為了我們急需掌握的技能。而商務禮儀正是其中非常必要的內容。文化差異必然導致行為差異,不同的文化環境下也會形成不同的商務禮儀。因此要了解跨文化交際中商務禮儀的變遷, 首先需要了解中外文化的的差異。其次,需要知道商務禮儀的起源與歷史,以便更好的分析商務禮儀產生了哪些變遷. 本文將從以上幾個方面來討論跨文化交際中商務禮儀的變遷。結合自己的分析,總結在如今的

8、商務活動中,如何運用商務禮儀,使商務活動達到最好的結果.同時,根據已有商務禮儀變遷的歷史,大膽假設分析,未來商務禮儀將會向何處變遷.關鍵詞: 商務禮儀； 跨文化交際； 文化差異； 商務禮儀的變遷CONTENTS1 INTRODUCTION11.1 The concept of business etiquettes11.2 The content of business etiquettes22 CROSS-CULTURAL COMMUNICATION AND BUSINESS ETIQUETTES32.1 The cross-cultural communication32.1.1The m

9、eaning of cross-cultural communication42.1.2 The content of cross-cultural communication42.1.3 The purpose of cross-cultural communication62.2 The business etiquettes62.2.1 The business etiquettes in modern times72.2.2 The business etiquettes in nowadays72.2.3 The process of business etiquettes83 DI

10、FFERENCE AND CHANGES OF BUSINESS ETIQUETTES103.1 The difference of business etiquettes between China and foreign countries103.1.1 The way of address103.1.2 The view of time113.1.3 The dietary habit123.1.4 The way of gift giving133.2 The changes of business etiquettes in Chinese and foreign cultural1

11、33.3 The influence of Chinese and foreign business etiquette in culture respect14CONCLUSION16ACKNOWLEDGEMENT17REFERENCE181 IntroductionBusiness etiquette is in the business activities reflect respect each other's code of conduct. Business etiquette is the core of this kind of behavior criterion,

12、 are used to constrain our daily business activities all aspects of the. Business etiquette core role is to show people mutual respect. So we study business etiquette becomes even more important. We can use a simple way to generalize the business etiquette; it is business activities of human in appe

13、arance and behaviors of the universal demand. Business etiquette is the most basic function of "disaster mitigation effect": less make a fool of oneself, less a disgrace, less damage interpersonal relationship, meet do not know things, the most reliable way is to follow or imitate, with st

14、atic brake. To shape good communication image, must pay attention to polite etiquette, therefore, we must pay attention to your behavior. Etiquette is self behavior XinCheng performance, the outer conditions of a person's behavior action can be directly show his attitude. Do polite, natural and

15、graceful, abide by the general in etiquette, and try to avoid various impolite, not civilization habits.“Etiquette is to sustain and develop interpersonal relationship and of generation, is the human civilization and an important symbol of social progresses; it is not only the important content of c

16、ommunication activities, and moral culture of the external performance form with rich connotation.”(Jin Zhengkun 2004) Business etiquette, is the company or enterprise business personnel in business activities, in order to shape the individual or enterprise's good image and follow to communicati

17、on object respect and friendly specification or program, also can saying is business contacts to be followed in communication art.1.1 The concept of business etiquettesThe people who look inside the respect of love, through the beautiful instrument, ceremony expression comes out, is etiquette. Busin

18、ess contacts in face a lot of, but the basic speaking is human contacts, so we put business etiquette defined as business personnel communication art. People have different interpretations to etiquette. Some say that a moral accomplishment. Some say that a kind of etiquette is a kind of formal beaut

19、y, someone speak etiquette is a kind of custom. Business etiquette practical that is should be how to do, should not do. The main function of etiquette, from the individual's point of view, one is to enhance people's own manners. The second is help to beautify their own, and beautify life; H

20、elp promote people's social communication, improving people's interpersonal relationship; Also help purify general mood of society. From the group's point of view, the etiquette is the enterprise culture, the spirit of enterprise's important content, is the enterprise image of the ma

21、in attachment point. An international enterprise, for etiquette has high standard request, the etiquette, as an important content of the enterprise culture, and it is also the important software for international authentication.1.2 The content of business etiquettesIn business activities, in order t

22、o show respect, need through some code of conduct to discipline the people in all aspects of the business activities, including instrument etiquette, manners, epistolary contact, telephone communication skills, from business activities occasions and can be divided into office etiquette, banquet etiq

23、uette, hospitality etiquette, etc. Along with the international association of frequent and universal, which require business people understand and use appropriate international business etiquette to friendly and sincere communication, communication and cooperation.2 Cross-Cultural Communication and

24、 Business EtiquettesEtiquette is the basis of the civilization of the whole society, and is the social civilization is the most direct form of the most comprehensive. China is a land of decorum with a splendid culture of five thousand years Chinese civilization in the world influence. But in nearly

25、200 years, with the rise of western countries, western dominated the world, and now the prevailing international etiquette is basically the western etiquette. With the opening and reform forward, transnational communication increasingly more than once, because of cross-cultural communication in busi

26、ness etiquette is a considerable difference, in communication may be because of different cultural background, life style and produce all sorts of problems, how to avoid these Chinese and foreign communication barriers? We'll have to study, reading business etiquette communication different etiq

27、uette, can smoothly carry on Chinese and foreign exchange. “Cross-cultural communication in business etiquette difference, in the final analysis is the difference of Chinese and western culture. Cross-cultural communication etiquette difference expression and communication, communication language is

28、 different in different ways, table manners of different and clothing of different etiquette.”(Han Huiru 2012)2.1 The cross-cultural communicationDue to the Chinese English cultural existence on entirely different traditions and customs, people's life style, way of thinking and value concept, la

29、nguage habits and so on all have very big difference. Many daily behaviors in two kinds of language communication activities are also obvious cultural differences. Language is the carrier of culture, culture is one of the inseparable parts, and it not only reflects the culture and the influence of b

30、y culture. In addition to language use by structure rules, namely pronunciation, vocabulary and grammar as well as restriction, also will be affected by use of the rules restrict, here is the use of language rules refers to the society of which culture, social culture decided to language use is appr

31、opriate. Because of cultural migration, the foreign language learners often will own cultural pattern set into the new language culture, and "culture both its unity, continuity and common, and its diversity and variation.”（Hu Wenzhong,1985）It is refers to native speakers and non-native speakers

32、. Politeness of communication between also refers to any in the language and cultural backgrounds have differences between people's communication. Popular it is if you and foreigners (since there are the differences in language and culture background), should pay attention to what problem, shoul

33、d how too correctly to exchange. From the point of view of the foreign Chinese major, "cross-cultural communication" concept can be defined: In the specific communicative situations, with different cultural background communication is using the same kind of language (mother tongue or targe

34、t language) of the oral communication.The meaning of cross-cultural communicationCultural differences can cause communication obstacles. But it is the existence of the cultural differences, the world is rich and colorful, have the demand of communication. Mutual respect for each others culture, and

35、to promote mutual understanding, makes different cultural complementary, make this national culture get development. If each other exists cultural discrimination, causing the conflict is not surprising. Since the reform and opening up, China has undergone earth-shaking changes, "internationaliz

36、ation", "with international standards" such words, has been widely used in China. From all over the world visit of foreigners grows day by day, and at the same time more and more Chinese people studying abroad, engaging in business activities, Tours, travel, personal contact foreign c

37、ultural environment of people and things. At present our country fast economic growth, cultural exchanges, tourism booming development, foreign sole proprietorship, joint venture enterprise quantity increased, and international personnel's economic and cultural communications are increasing. Stu

38、dents go abroad exchanges; the opportunity to pursue further study is also increasing. The international community is increasingly becoming a "global village”. We should try to grasp some foreign culture and intercultural communication knowledge, also to improve their comprehensive quality. The

39、 content of cross-cultural communicationFirst communication both parties must come from different cultural backgroundA cultural difference in background is a broad concept, is refers to the difference between the different cultural circles, and also refers to the same culture circle the difference b

40、etween internal subculture. Cultural differences mainly refer to the difference between the different cultural circle, especially China and countries in Europe and America cultural differences. For from the actual situation of cross-cultural communication view, due to cultural differences in backgro

41、und lead to communication error, easy to cause the main conflict is China and countries in Europe and America interpersonal. China with Asian countries, such as Japan, South Korea and in some southeast Asian countries, the interpersonal, though there are also cultural differences side, but to smooth

42、ly, it is because these countries and Chinese belong to the Oriental culture circle, between each other in the cultural orientation and communication norms have many common places.Second communication both parties must use the same kind of language communication. This is obvious, if one party to use

43、 a language, and the other party to use another different language, communication is without. But, since communication both sides come from different cultural background, and to use the same language, then used the language of communication for a party it is language, which the other party is inevit

44、able as a second language. Such as a Chinese and an American conversation, they can choose to use Chinese, also can choose to use English, so that they can use the same language direct communication, and don't need through the translation the intermediate links.Third communication of both sides

45、is real-time oral communication. Intercultural communication way in varied forms can be language symbol communication, also can nonverbal symbol communication, such as goods, pictorial, material objects, image, and perform to this other materialized form of symbol communication; Can be the two-way c

46、ommunication, also can be through the medium of one-way communication, such as television, radio, newspapers, magazines or advertising mode of transmission of communication; Can be oral communication, also can be written communication, such as letters, documents and intercourse.Forth communication i

47、s the direct speech communication. The current domestic intercultural communication research mainly focuses on foreign language teaching boundary. Intercultural communication is a young discipline; it is in the international communication is a becoming more and more frequent, global economic integra

48、tion specific time producing emerging discipline. In China, the intercultural communication research is the product of reform and opening up, is Chinese international promotion strategic decision needs. Intercultural communication is a comprehensive discipline, it is contemporary social science disc

49、iplines integrated research results, and discipline background mainly involves cultural linguistics and social linguistics, verbal communication study. Many people in a language exchange among many obstacles, the earliest time communication obstacle lies in your English is bad and produces misunders

50、tanding, and this is the traditional views. Later, when the two sides language skills are very good, as if there is no obstacle, and it is our misunderstanding. Investigation found that, not a good knowledge of English to be able to achieve the purpose of communication. In the past, we had said comm

51、unication is only will express. The purpose of cross-cultural communicationCultivate people have a positive attitude to understand different cultures. “Culture is a difference, through the discovery of each other's difference, which in turn to deepen our understanding of the culture.”(Xu Bing 20

52、09) In the process of found differences, we also want to pay attention to not neglect a lot of in common.Cultivate cross-cultural contact's adaptation. First and different cultural contact, often will be affected by culture shock, so as to produce some does not adapt. To make the communication t

53、o continue, must try to slow down impact strike, improve the adaptability.Cultivate intercultural communication skills. Along with the further enlargement opening, go out of the country or stay at home to participate in intercultural communication by more and more people, they all need to learn, mas

54、ter and different cultural background are when dealing with a practical skill. In the United States, except in the university has aspect of the curriculum, but the society, such as the business world, many institutions have specifically responsible for the cultivation of the intercultural communicat

55、ion skills, in order to adapt to the international society's need. So it is based on this point, intercultural communication study practical significance to be bigger than the theoretical significance.2.2 The business etiquettesThe first role is to improve our business personnel's personal q

56、ualities. The market competition is ultimately personnel quality competition, to business personnel speaking; business personnel's quality is the business personnel individual accomplishment and personal expression. Breeding is reflected in detail, detail display quality. The so-called personal

57、qualities is business contacts in the manner of dealing with people's basic performance, such as smoking, general educated person in front of strangers is not smoking; Educated people in the public under is not loudmouthed; In business contacts in the dress to wear jewelry, wear jewelry to tell

58、the following four principles: Wear jewelry total required to conform to the identity, with fewer is preferred. 1, quantity principle, lower limit is zero and upper limit of not more than three, no more than two. The second principle that collocation principle, dress harmonious beauty is important,

59、easily said but very hard to do, such as a white-collar lady, to go to dinner, wear qipao with tall canister thin sand gloves, the ring is worn on the inside of the gloves, or outside; A young girl, wear tall canister socks, said is put inside or outside. The third principle is quality color principle, be texture and color to harmony, which produce beauty. T