跨文化商務溝通的範式研究：實踐的理論精要

《跨文化商務溝通的範式研究：實踐的理論精要》是2015年清華大學出版社出版的圖書，作者是劉永強。

基本介紹

• 書名：跨文化商務溝通的範式研究：實踐的理論精要
• 作者：劉永強
• ISBN：9787302422594
• 定價：79
• 出版社：清華大學出版社
• 出版時間：2015.12.01

內容簡介

本書構建有效的跨文化商務溝通理論模型，討論企業商務戰略、巨觀社會文化、企業文化在構建企業溝通戰略中的作用與影響，研究語言與文化在信息編碼與解碼過程中的作用，以及溝通中的有效語言策略和模糊語言策略。同時，本書結合理論模型，提出了有效的跨文化行銷溝通戰略、廣告溝通戰略和談判溝通戰略，並提供了提高溝通效率與效果的技能和方法。

前言

Today’sglobalcitizensoperatebusinessandmanagementendeavorsonaglobalscale.Globalizationgeneratesanincreasingdemandforeffectivecommunicationindiverseculturalcontextsandchallengestherelevanceofcultureinoperatingbusinessesintheglobalvillage.Communicationdifferencesareapparentinmanyscenarios.Expatriatesofinternationalorganizationsoperatingabroadadopttheirnativeculturalvaluestomotivateemployeesofforeigncultureswithanentirelydifferentperspective.Theyuseoneculture’smotivestomovepeoplefromothercultures.Inglobalmarketingcommunication,thecommunicatorsusevaluessystemsoftheirnativeculturetodevelopadvertisingforothercultures.Theyusecategorizationsofoneculturetodescribeothers.Suchdivergenceinattitudes,perspectivesandprioritiesofsuppliers,andcustomerswithdifferentculturalbackgroundshaveledtomanyprojectfailuresininternationalorganizations.Anin-depthunderstandingofculturalbackgroundsandthepotentialimpactoncommunicationofthepeopleoneisinteractingwithcanincreasetheprobabilityofbusinesssuccessamonginvestors,managers,entrepreneursandemployeesoperatingindiversecultures.However,effectivecrossculturalbusinesscommunicationneedstorecognizeandadoptaninterdisciplinaryperspectiveinunderstandingtheculturalforces(Leung,K.etal.,2005).Therefore,weneedamultidisciplinaryparadigmtocarryoneffectiveandsuccessfulbusinesscommunicationinourcontemporaryglobalvillage.

IampleasedtoreadthebookmanuscriptbyDr.YongqiangLIU,myformerPh.D.student,whohasundertakenmorethantwentyyearsofpractice,teachingandresearchoncrossculturalbusinesscommunication.Drawingfromhisrangeofexperiences,heintegrateshisinsightsonbusinessandcorporatestrategy,languageandculture,legalregulations,marketingandadvertising,andnegotiationintoacomprehensiveparadigmforcrossculturalbusinesscommunication.Buildingonthebasictheoriesofbusinesscommunication,hisdiscussiononthecriticalrelationsbetweenbusinessstrategyandculture,relationsbetweenlanguageandculture,marketingandadvertisingcommunicationacrossculture,andcrossculturalnegotiationgreatlyextendsourunderstandingofthelinkages.Hiswell-definedframeworkonthecomplexitiesofbusinesscommunicationwillbeofvaluefromacademicandpracticalperspectives.Theframeworksuccessfullybridgesthegapbetweenbusinessfunctionalareas,culture,languageandstrategieswithanoverarchingparadigmtointegratemultipledisciplinesintoasystematicframework.Moreover,hisin-depthdiscussiononeffectivelylinkingculturalvalueswiththeapplicationoflanguagetocarryoutbusinessfunctionsfromdiverseculturalperspectivesshouldbeofvaluetobothfirst-timeandexperiencedcrossculturalcommunicators.

Theinterdisciplinaryapproachofthisbookisuniqueandcapturesthecomplexityoftheinterrelationshipsbetweencommunicationelements.Ibelievethatreaderswillappreciatetheusefulnessofsuchanintegratedviewofbusinesscommunicationtoeffectivelylinkrelevantdisciplinesinanoverallparadigm,whichhelpsthemtosurpassbusinessstrategies,culture,andlanguagebarriersinglobalcommunication.Theframeworkenlargesourunderstandinganddescribestherealityoftoday’sbusinesschallenges.Thisbookisagoodchoiceforacademicresearcherstodiscoverinstructiveinsights,anditisalsoaworthwhileguideforpractitionerswhoseekcrossculturaladviceforoperatingbusinessonaglobalscale.Theparadigmoffersessentiallinksbetweenmeaningandactionthatwilldefinetherelationshipbetweenbusinesspartners.Havingreadthisbook,Iamsuretheinitialculturalshockinbusinesspartnershipsmayturntoculturalconvergenceandmutualunderstandingamongglobalbusinesspartners.

ShumingZHAO,Ph.D.

ProfessorandDean

SchoolofBusiness

NanjingUniversity

People’sRepublicofChina

目錄

Chapter1DefiningaParadigmforBusinessCommunicationacrossCultures1

1.1 DefinitionofCommunication.2

1.1.1 DefinitionbyTraditionalChineseCulture.2

1.1.2 DefinitionsbyModernWesternScholars.3

1.2 PurposesandPrinciplesofCommunication.5

1.2.1 PurposesofCommunication.5

1.2.2 PrinciplesofCommunication.6

1.3 ElementsofCommunication8

1.3.1 Communicators:Sender-Receivers8

1.3.2 MessagesandCodes.8

1.3.3 Channels—MediaMix.9

1.3.4 FeedbackafterDecodingtheMessages10

1.3.5 Noise—BarriersforEffectiveCommunication10

1.3.6 Setting—ContextDependency.11

1.4 AParadigmforBusinessCommunication11

1.5 ContextofBusinessCommunication:GlobalBusinessEnvironment.13

1.5.1 ABriefIntroductiontoGlobalBusinessEnvironment.13

1.5.2 DevelopingStagesofGlobalBusiness.15

1.5.3 DefiningGlobalBusinessActivities—GlobalMarketEntryModes.16

1.5.4 TheLatestDevelopmentofGlobalEconomy—GlobalCapitalism18

1.5.5 DefiningcrossCulturalBusinessActivities.20

1.6 ContextualElementsofBusinessCommunication.21

1.6.1 IndirectEnvironmentalFactors:InternationalandDomesticContext.22

1.6.2 DirectEnvironmentalFactors—OrganizationalContext24

1.7 AConceptualParadigmforBusinessCommunicationacrossCultures.26

1.7.1 DisciplinesInvolved.26

1.7.2 Variablesselected.27

1.7.3 ConstructingaConceptualParadigmforBusinessCommunicationacrossCultures28

1.8ReviewandDiscussion.29 Reference.30

Chapter2OrganizationalStrategiesandCommunicationStrategies32

2.1 DefinitionandCategoriesofStrategies32

2.1.1 DefinitionofStrategies.33

2.1.2 CategoriesofStrategies33

2.2 CorporateStrategies34

2.3 BusinessStrategies.35

2.4 InternationalCorporateandBusinessStrategies36

2.4.1 BasesforDevelopingInternationalStrategies36

2.4.2 DrivingForcesforInternationalStrategies37

2.4.3 Porter’sModelofInternationalStrategies38

2.5 AnIntegratedModelofInternationalCorporateandBusinessStrategies.39

2.6 RelationsbetweenStrategiesandCommunication.40

2.7 CommunicationStrategies41

2.7.1 DefinitionofCommunicationStrategies41

2.7.2 Intra-OrganizationalCommunicationStrategies42

2.8 FrameworkforInter-organizationalCommunicationStrategies45

2.9 CommunicationStrategiesBasedonBusinessandCorporateStrategies.47

2.9.1 GlobalInformationLeadershipStrategyforCommunication47

2.9.2 PersuasiveCommunicationStrategyforNationalDifferentiation48

2.9.3 CommunicationStrategyforDialoguebetweenCultures49

2.9.4 CommunicationStrategiesforConstructingConsensusbetweenCultures50

2.10ReviewandDiscussion.50 Reference.50

Chapter3Culture,OrganizationalCultureandCommunicationStrategies52

3.1 DefinitionsandElementsofCultures.52

3.1.1 DefinitionsofCultures.52

3.1.2 ElementsofCulture53

3.2 DimensionsandTheoreticalFrameworksofCultures54

3.2.1 CulturalFrameworks:KluckhohnandStrodtbeck.54

3.2.2 CulturalFrameworks:TrompenaarandHampden-Turner.57

3.2.3 CulturalFrameworks:GeertHofstede58

3.2.4 CulturalFrameworks:Hall.63

3.2.5 CulturalFrameworks:CulturalDimensionbyGLOBEScholars64

3.3 OrganizationalCultures65

3.3.1 DefinitionofOrganizationalCulture66

3.3.2 TypesofOrganizationalCultures.67

3.3.3 LevelsofOrganizationalCulture68

3.4 RelationsbetweenCulturesandInternationalStrategiesofOrganizations70

3.4.1 CulturalInfluenceonStrategy-Making70

3.4.2 CultureDeterminingCognitionofExternalOpportunityandThreats.71

3.5 OrganizationalCultureDeterminingInternalStrategicSelection72

3.6 CulturesDeterminingFormulationofInternationalBusinessStrategies.75

3.7 CulturalElementsofInternationalBusinessStrategies75

3.8 CulturesSynergizingOrganizationalGrowthStrategies77

3.8.1 CulturesSynergizingOrganizationalGrowthStrategies77

3.8.2 MatchbetweenCulture,BusinessStrategiesandPerformance.79

3.9 AFrameworkofStrategiesforBusinessCommunicationacrossCultures79

3.9.1 EthnocentricCommunicationStrategy.79

3.9.2 PolycentricCommunicationStrategy.80

3.9.3 RegioncentricCommunicationStrategy.80

3.9.4 GeocentricCommunicationStrategy80

3.10 CultureDeterminatesCommunicationStylesandLanguageStrategies.81

3.10.1RoundaboutStyleofCommunication81

3.10.2Explanation-FirstStyleCommunication82

3.10.3Detail-FocusCommunicationStyle83

3.10.4CulturalInfluencesonJapaneseCommunicationStyle83

3.11 CultureandCommunicationStrategiesforBuildingBusinessRelations.84

3.12ReviewandDiscussion.88 Reference.90

Chapter4Language,CultureandcrossCulturalCommunicationStrategies92

4.1 FunctionsandStructuresofLanguage93

4.1.1 FunctionsofLanguage.93

4.1.2 StructuresofLanguage.95

4.1.3 DefinitionsofBusinessCommunicationacrossCultures:LanguagePerspective96

4.2 RelationsbetweenLanguageandCulture96

4.2.1 LanguageReflectingEnvironment.96

4.2.2 LanguageReflectingCultureRealityandValues.97

4.2.3 CulturalImplicationsofLanguage.98

4.2.4 LinguisticRelativityandSapir-Whorfhypothesis.105

4.3RepresentationModeloftheWorldofExperience.106

4.4DynamicModelofLanguageandCulture107

4.4.1 LanguageProducesCulture108

4.4.2 CultureDeterminesLanguageStyleinCommunication109

4.5 RelationsbetweenCulture,LanguageandCommunication.111

4.6 ContextualFrameworkofCrossCulturalBusinessCommunication.112

4.6.1 FrameworkofRelationsbetweenTextandContext.113

4.6.2 HighContextandLowContextCommunicationOrientation114

4.7ContextandCrossCulturalBusinessCommunicationStrategies117

4.7.1 Task-CenteredandRelation-CenteredCommunication117

4.7.2 MediaSelectioninContexts.117

4.7.3 EffectivenessofWrittenandSpokenWords118

4.7.4 LanguageStyles119

4.7.5 DirectandIndirectCommunicationStrategies.119

4.7.6 CulturalImplicationsofRespondingStrategies.120

4.7.7 ExpressiveandInstrumentalStrategies121

4.8ReviewandDiscussion122 Reference.123

Chapter5LanguageStrategies125

5.1Co-operativePrinciples126

5.1.1 MaximofQuantity.127

5.1.2 MaximofQuality.127

5.1.3 MaximofRelation128

5.1.4 MaximofManner.128

5.2PolitenessPrinciples.129

5.2.1 TactMaximandGenerosityMaxim.130

5.2.2 ApprobationMaximandModestyMaxim.130

5.2.3 AgreementMaximandSympathyMaxim.130

5.2.4 TacticsofNegativeandPositivePoliteness.131

5.2.5 AdaptingPolitenessPrincipletocrossCulturalCommunication132

5.3LanguageStrategiesforMaintainingFaceinCommunication133

5.3.1 DefinitionsandCharacteristicsofFace134

5.3.2 SocialNeedsofFace135

5.3.3 PrinciplesforMaintainingFaceinCommunication.136

5.3.4 AModelofFacePracticesofChineseBusinesspersons138

5.4LanguageStrategiesforWrittenCommunication.141

5.4.1 LanguageStrategiesinLow-Context.141

5.4.2 LanguageStrategiesinHigh-Context.141

5.5LanguageFormalityincrossCulturalBusinessCommunication.142

5.5.1 CharacteristicsofInformalLanguage143

5.5.2 CharacteristicsofFormalLanguage144

5.5.3 ProperFormality:FormalorInformal144

5.6 VagueLanguageStrategiesforcrossCulturalBusinessCommunication.144

5.6.1 DefinitionofVagueLanguage145

5.6.2 FunctionsofVagueLanguagesincrossCulturalBusinessCommunication146

5.6.3 PragmaticVaguenessandOfferStrategies.149

5.7ReviewandDiscussion.150 Reference.151

Chapter6AParadigmforEncodingandDecodingMessages153

6.1AParadigmforEncodingandDecodingMessages154

6.1.1 StructuringtheParadigm155

6.1.2 MediaandChannelofMessages157

6.2RuleSystemsinVerbalCodes.158

6.2.1 VerbalEnvironmentinCommunication.158

6.2.2 RuleSystemsinVerbalCodes159

6.3EncodingRulesofNonverbalCommunication161

6.3.1 PrinciplesofNonverbalCommunication.162

6.3.2 NonverbalCommunicationIsCulturallyDetermined163

6.3.3 CommonNonverbalSignsinCommunication.163

6.4StrategiesforEffectiveBusinessPresentationacrossCultures.166

6.4.1 CulturalAppropriatenessofTopicsandSubjects.167

6.4.2 ProperBalancebetweenMessageTextandMessageContext168

6.4.3 AcceptablePresentationBehaviors169

6.4.4 ConvincingConversationalFormalities.172

6.5MessageTransforming:FromVisualtoVerbalMessages172

6.5.1 TypesofVisualAids.172

6.5.2 RulesforUsingVisualAids.173

6.6ReviewandDiscussion.174 Reference.175

Chapter7DiscourseStructuringStrategies.176

7.1DiscourseStructureAnalyses.176

7.1.1 ElementsofaDiscourse.177

7.1.2 Macro-StructureofaDiscourse178

7.2StructuringMacroDiscourses178

7.2.1 ConfigurationTheoriesandPerceptualPsychology.179

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7.2.2 Bottom-UpDiscourseStructuring179

7.2.3 Top-DownDiscourseStructuring.180

7.2.4 Intra-discourseStructuring:Coherence180

7.3DiscourseStructuringStrategiesforBusinessLetters181

7.3.1 DiscourseStructuringStrategiesforBusinessLetters182

7.3.2 LanguageRulesandStylesofBusinessLetters.184

7.3.3 AnalyzingLanguageandStyle:APractitioner’sPerspective191

7.3.4 DiscourseStructureofBusinessLetters.192

7.4DiscourseStructuringStrategiesforMemoranda.194

7.4.1 MessageEncodingRules194

7.4.2 AnalyzingaMemo:APractitioner’sPerspective.196

7.5DiscourseStructuringStrategiesforBusinessReports.197

7.5.1 MessageEncodingRulesforReports.197

7.5.2 ReportsStructuringProcess199

7.5.3 StructureandFormatofaReport.201

7.5.4 ClassificationofReports203

7.5.5 TransmittingReports203

7.6DiscourseStructuringStrategiesforEmail.204

7.6.1 EncodingRulesforEmailMessages204

7.6.2 FormatofEmailMessages.205

7.7ReviewandDiscussion.206 Reference.206

Chapter8MarketingCommunicationacrossCultures.208

8.1CommunicationEnvironment.209

8.1.1 Business,CorporateandMarketingStrategies209

8.1.2 CultureandLanguageContext.211

8.1.3 LegalContext.212

8.2AParadigmforcrossCulturalMarketingCommunication213

8.2.1 MarketingCommunication.213

8.2.2 MarketingCommunicationMix214

8.2.3 MarketingCommunicationObjectives.215

8.2.4 IntegratedMarketingCommunication215

8.2.5 StructuringtheParadigm217

8.3 AModelofcrossCulturalMarketingCommunicationStrategies220

8.3.1 StrategyforMarketingCommunicationofGlobalStandardization220

8.3.2 StrategyforMarketingCommunicationofTransnationalAdaptation221

8.3.3 StrategyforMarketingCommunicationofNationalDifferentiation221

8.3.4 StrategyforMarketingCommunicationofLocalAdaptation222

8.4CulturalCodesincrossCulturalMarketingMessages.223

8.4.1 CulturalCodesofProductsintheMessage223

8.4.2 TargetingCulturalCodesinConsumingBehaviors.226

8.4.3 BridgingtheCulturalCodesofProductsandConsumerBehaviors.227

8.5LingualCodesincrossCulturalMarketingCommunication.229

8.5.1 RelationsofLanguageandCultureReviewed.229

8.5.2 SemioticsinMarketingCommunication230

8.5.3 AConstructiveProcessoftheMeaningofSigns.231

8.6StrategiesforEstablishingBusinessRelations.232

8.6.1 GuidelineforAvoidingcrossCulturalMarketingMistakes.232

8.6.2 StrategiesforInitiatingandMaintainingRelationship.233

8.6.3 EncodingStrategiesforEstablishingBusinessRelations.234

8.7PersuasiveStrategiesandtheFunctionofSalesLetters240

8.7.1 TheManagers’OverallCriteriaforEffectiveSalesLetters.240

8.7.2TheManagers’ViewsontheBestSalesLetters.241 Appendix.245

8.8MessageEncodingStrategiesforMarketingPlans247

8.8.1 DefiningMarketingPlan247

8.8.2 MessageContentofaMarketingPlan247

8.8.3 MessageStructureofaMarketingPlan248

8.9ReviewandDiscussion.254 Reference.255

Chapter9AdvertisingCommunicationacrossCultures257

9.1CommunicationEnvironment.257

9.1.1 CorporateandBusinessStrategies.257

9.1.2 MarketingCommunicationStrategies258

9.1.3 CultureandLanguageContext.258

9.1.4 LegalContext.259

9.2AParadigmforcrossCulturalAdvertisingCommunication261

9.2.1 DefinitionofcrossCulturalAdvertisingCommunication261

9.2.2 DescriptionoftheParadigm262

9.3AModelofcrossCulturalAdvertisingCommunicationStrategies.263

9.3.1 GlobalStandardizationAdvertisingStrategy.264

9.3.2 TransnationalAdaptationAdvertisingStrategy265

9.3.3 NationalDifferentiationAdvertisingStrategy266

9.3.4 LocalAdaptationAdvertisingStrategy.266

9.4TheMessageCreativeStrategyforAdvertising.267

9.4.1 CulturalCodesofProductsintheMessage267

9.4.2 TargetingCulturalCodesinConsumingBehaviors.268

9.4.3 IntegratingCulturalCodesinAppeals269

9.5LingualCodesincrossCulturalAdvertisingCommunication.274

9.5.1 LingualCodesandCultureinAdvertising.274

9.5.2 MeaningTransferinLingualCodes.276

9.5.3 PragmaticsPresuppositioninAdvertising278

9.5.4 LingualStructureAnalysisofAdvertingSlogans280

9.5.5 AMixed-LanguageApproachtoCommunicatingAdvertisingMessages283

9.5.6 Non-VerbalCommunicationinAdvertising.283

9.6CrossCulturalAdvertisingCommunicationStyles284

9.6.1 BasicAdvertisingForms284

9.6.2 ComparativeAdvertisingCommunicationStylesinDifferentCultures.285

9.6.3 DifferentAdvertisingCommunicationStyles.286

9.7MediaStrategiesforAdvertisingCommunication.287

9.8MessageEncodingStrategiesforanAdvertisingPlan.288

9.8.1 MessageEncodingStrategies.288

9.8.2 MessageContent,FormatandStructureofanAdvertisingPlan290

9.9ReviewandDiscussion.292 Reference.293

Chapter10NegotiationCommunicationacrossCultures.294

10.1CrossCulturalNegotiatingEnvironment.294

10.1.1BusinessandCorporateStrategies295

10.1.2CultureandLanguageContext.296

10.1.3LegalContext.296

10.2CrossCulturalNegotiatingProcess298

10.2.1MakingEnquiriesandOffers.298

10.2.2DestructuralizingCultureandLanguageinOffers.300

10.2.3MakingFeedbacks:Count-Offers.300

10.2.4Agreement:Acceptances301

10.2.5SigninganInternationalBusinessContract301

10.3CulturalResponsiveStrategiesforcrossCulturalNegotiation302

10.3.1BasicFrameworksofNegotiatingStrategies302

10.3.2CulturalResponsiveStrategiesforNegotiation303

10.3.3 Information-SharingStrategiesforcrossCulturalNegotiation.304

10.3.4PowerStrategiesforcrossCulturalNegotiation.305

10.4NegotiatingStyles.306

10.4.1JapaneseNegotiatingStyles.306

10.4.2Sino-USNegotiationStyles307

10.4.3ComparativeFrameworkofSino-USNegotiatingStyles.307

10.4.4DifferentNegotiatingStyles:RussiansandArabians.311

10.5CommunicationStrategiesforNegotiationacrossCultures.312

10.5.1CommunicationStrategiesforNegotiatingwithChinese312

10.5.2 CommunicationStrategiesforNegotiatingwiththeAmericans315

10.5.3 CommunicationStrategiesforNegotiatingwiththeJapanese.316

10.6LanguageStrategiesforFace-to-FaceNegotiating318

10.6.1LanguageStrategiesatEachStageofNegotiation.318

10.6.2ThePartofSpeechandCommunicationStrategies319

10.6.3TacticsandtheLanguagePatterns321

10.6.4MainVerbsandActions321

10.6.5LanguageCodesforDiplomaticStrategies323

10.7NegotiationStylesandGuidelineinFiveCountries.323

10.8MessageEncodingStrategiesforNegotiation325

10.8.1StrategiesfortheSourceMessage:Offer.325

10.8.2StrategiesforFeedbackMessages:Counter-Offers326

10.8.3StrategiesforAgreementMessages:Acceptances326

10.8.4MessageFormat327

10.9 MessageEncodingStrategiesforanInternationalBusinessContract.329

10.10ReviewandDiscussion.331

Appendix:MessageFormatandContentofanInternationalContract332

Reference.338