I. Introduction

With the continuous development of globalization, countries are increasingly involved in politics, economy,

With the increasing contacts and cooperation in the fields of culture, science and technology, China has become more famous economically.

The rapid growth and huge market potential have attracted the attention of the world. more and more

Many foreigners started to do business in China, so cross-cultural business negotiations followed.

With the increasing frequency of international economic and trade exchanges. Through negotiation, we mean through.

Two or more parties negotiate their respective interests, needs and expectations and finally reach an agreement.

Gary put forward a social psychological model of negotiation and defined negotiation as five elements.

Elements: negotiation goal, communication and behavior, tradition and culture, negotiation environment and negotiation conclusion.

Fruit. Among them, the goal is the premise, communication and behavior are the carriers and means, and the result is

Inevitably, culture and tradition are the subjective factors that affect the negotiation and run through the negotiation.

This link is the most influential factor in cross-cultural negotiation. talk about business

In the judgment, because the participants come from different countries, they are influenced by political system, customs and religion.

Influenced by religious beliefs and educational environment, their cultural backgrounds are obviously different.

People from different cultural backgrounds are interested in the same thing, the same sentence and the same action.

There are different or even opposite understandings, which leads to the information not being conveyed accurately.

On the other side, even the information is misinterpreted, causing cultural conflicts and obstacles. Therefore, research

It is very important to study cultural differences in cross-cultural negotiations.

Second, the cultural differences that affect international business negotiations

The process of international business negotiation generally includes four stages: first, greetings and conversations.

Some topics that have nothing to do with work; Second, exchange work-related information;

Third, persuasion; Fourth, make concessions and finally reach an agreement. In these places

At this stage, the influence of cultural factors on the negotiation is all-round, systematic and comprehensive.

This point of Cheng is mainly reflected in the following aspects:

(A) Linguistic factors and non-linguistic factors

Language is the medium of information transmission and the tool of human communication. business

The process of business negotiation is essentially that negotiators use language to coordinate and negotiate.

The process of seeking consistency. Most people understand the content of the speech in the same cultural background.

There are still errors, so the understanding errors caused by different cultural backgrounds may be even greater.

Because language is the carrier of culture, different languages have their own unique ways to construct information.

Type. In addition to conveying information in words, the two sides can also communicate in non-verbal ways.

Yes. Nonverbal expressions can be divided into three categories: one is silent language, including stop.

Harmonious body language, in which body language is divided into dynamic body language (sign language, eye language, micro language).

Laughter, etc ) and static body language (body language and clothing language); The second is the common language.

Phonetics mainly refers to stress, intonation and laughter when speaking; Third, the main space-time language

If you mean environment and time. Nonverbal communication is characterized by rich and changeable connotations.

The incomparable superiority of form and language expression occupies the weight of information expression.

Want space. For example, most countries nod their heads in praise.

Yes, but in India, Nepal and other countries, they shake their heads in affirmation. and

For example, if you keep silent in the negotiation, Americans will be extremely disgusted with it and think it is not.

Comfortable, thought it was ice; On the other hand, the Japanese think it is necessary to remain silent.

Promote nonverbal exchange of views and emotional transfer.

Anthropologist Edward Twitchell Hall Jr expressed directness according to language.

Size divides society into high-context society and low-context society.

Low context society. In a high-context society, the same people

People of ethnic minorities have lived together for a long time, and their familiarity enables people to communicate nonverbally.

Stream accounts for a large proportion, and language is only a part of information transmission. So, China,

International business negotiators always express their views implicitly and indirectly, and rarely express them directly.

Refuse or refute, and regard harmony as the premise of realizing value.

Try to avoid friction in judgment, use polite and implicit language, and pursue permanent friendship and long-term friendship.

Cooperation period. In sharp contrast, the way of cultural exchange between Europe and America.

It belongs to a low context, because the long process of immigration and mutual blending has caused each other.

The difficulty of communication and the clarity and directness of language expression become particularly important. place

Americans at the international business negotiation table are enthusiastic, frank, eloquent and eloquent.

He likes to express his intention in exact and clear language, yes or no.

No, it's rarely vague.

The study of simulated negotiation shows that various language lines are used as negotiation communication skills.

The frequency of use of patterns is different. Not in language or behavior.

Cultural differences are hidden. In comparison, the way Japanese businessmen communicate with each other.

Is the most polite. The negotiation style of French businessmen is the most presumptuous, and they frequently use threats.

Language of threats and warnings.

(B) the concept of space

Westerners generally have a strong sense of space and personal secrets, because

For these two needs, they often use walls, doors and splints to place their personal work or life.

Geographical separation, if the door is open, means invitation. Look straight into space

The connection is the distance between people when they talk. Distance reflects both sides of the speaker.

Social identity. In the west, when the boss talks to his subordinates, he always keeps a considerable distance.

Distance; When two people with equal social status talk, the space is relatively narrow. exist

In business activities, both sides generally keep an arm's length, which is between 4- 12 inch.

Within this distance, the communicator can talk softly, but can't see the details of the other person's face.

Micro-expression, this is called polite distance.

(C) the concept of time

Different cultures have different rules for the summation of time periods. United States of America

People regard time as money and have a strong sense of time. Therefore, they are always very observant.

Meeting is usually just a few commonplaces, and then get down to business.

I hope to solve the problem within 20-30 minutes. Others are in Arabia, South America and Asia.

Business talks may last for hours or even several times, without touching the subject, and there are

Some essential etiquette, such as chatting at home, drinking coffee or tea, etc.

The purpose is to establish good interpersonal relationships. In this regard, Americans regard it as a wave.

Time consuming.

(D) differences in thinking

In international business negotiations, negotiators from different cultural backgrounds often

Encounter the conflict of thinking mode. Take the eastern and British and American cultures as examples, they are all thinking.

There are three differences between Uyghur and Chinese: First, oriental culture prefers thinking in images, while English and Chinese.

American culture prefers abstract thinking; Second, oriental culture prefers comprehensive thinking, Britain and the United States.

Preference analysis thinking; Third, Eastern culture stresses unity, while British and American cultures stress unity.

Stand up. For example, in the way of negotiation, the thinking mode of orientals is holistic orientation.

The methods used in the negotiation are from the whole to the part, from the general to the specific, first.

Reach an understanding of the truth, and then solve specific problems in turn; Westerners are concerned about

Specifically, the negotiations were eager to talk about specific terms from the beginning. In the United States, if half

The question is confirmed, so it can be said that the negotiation is half finished, but in

Japan seems to have decided nothing.

Stuart, an American scholar, pointed out in his book American Cultural Model that,

Americans have abstract analysis and practical thinking orientation, and their thinking process.

It is based on specific facts, induction and summary, from which we can draw a conclusive east.

West side. Europeans pay more attention to ideas and theories, as well as their deductive way of thinking.

What is important is to perceive the world and symbolic thinking. They like to go from one to the other by logical means.

One concept leads to another, and they depend on the power of thought. Chinese

I prefer thinking in images and comprehensive thinking. I am used to combining various parts of an object into

As a whole, consider its attributes, aspects and connections together.

(E) differences in consciousness

Understanding the differences between Chinese and western consciousness will help us find effective ways of communication.

Channel, control the negotiation process, grasp the direction and progress of the negotiation. Listed below.

Some common differences in consciousness:

1. Decision consciousness

When faced with complicated negotiations, people from different countries will use different languages.

The way to make a decision. For example, for the Japanese, decision-making is a collective matter.

Love requires the unanimous consent of the management. Japanese values and essence

God's orientation is collectivism, with the collective as the core. In Germany, decision-making power

Usually in the hands of the highest level of the company.

2. Human consciousness

China has one characteristic, which is different from the west, that is, it pays attention to human feelings and everything.

Human feelings, pay attention to face, so in the negotiations, it is inevitable to be affected by this. but

Moreover, negotiators in China pay attention to the establishment of harmonious interpersonal relationships and believe that individuals are harmonious.

Good relations have a great influence on the success or failure of negotiations. Westerners in the current market

Under economic conditions, the pursuit of interests is emphasized. Although it also attaches great importance to negotiation.

Interpersonal relationships, but all focus on interests, in the dilemma of human feelings and interests.

In this case, they will not hesitate to choose interests.

3. Interest consciousness

The main purpose of business negotiation is to obtain economic benefits. In modern society,

Both Chinese and western negotiators have a sense of interest, and the goals of the negotiations between the two sides are concentrated and distinct.

Focus on interests and take interests as the main evaluation index of negotiations. However, in

The interest consciousness of China negotiators is not as clear and strong as that of western negotiators.

Third, how to overcome cultural barriers.

(A) Language strategy

1. Respect and adopt each other's position.

An excellent negotiator in negotiations, even if the purpose is to sell himself.

Products should not always say "I" and "we". But should take each other.

The other party's position and attitude, change "self-attitude" to "others-attitude 2 2"

Attitude. Specifically, it is to reduce the expression of selfish views in negotiations.

Example 1.a: We will send you the documents by air.

Express delivery.

B.we are sending you the documents by air.

Express delivery.

We have a good choice of winter clothes in new york.

China Autumn Export Commodities Fair.

B: You can choose from many choices.

China autumn export commodities winter clothing exhibition

Fair.

2. Reduce emotional opposition and expand positive optimism.

In negotiation, negotiators should reduce their emotional confrontation with each other.

Stand up, reduce the negative and pessimistic side of the negotiation and expand the positive side.

Because there is a great demand recently, we won't.

It can be delivered before August 12.

B: Although there is a great demand recently, we will.

Do your best to deliver the goods before August 65438, 2002.

Example 4.a: Because you didn't confirm the color of the sample,

We can't dye large pieces of fabric.

B: As soon as you agree, we will dye the bulk fabrics.

Determine the color of the sample.

(B) the establishment of cross-cultural negotiation awareness

In international business negotiation, we must strengthen the awareness of cultural negotiation and realize that

Negotiators with different cultural backgrounds have different needs, motivations and beliefs, and learn to

Understand, accept and respect each other's culture. However, recognizing cultural differences does not mean

It will be easy to overcome their influence, but at least it can be avoided.

Cultural ignorance leads to obstacles in international business negotiations.

(3) Overcoming cultural prejudice

Andre Laurent, a French cultural research expert, once pointed out: "We come from

Our culture has become such a part of ourselves that we can't see it.

Our own culture is precisely because of the blind spots in our own culture.

We always think that other people's culture is similar to our own. Dangshou

When the behavior of people influenced by other cultures is inconsistent with our behavior, we

Often show very surprised and even depressed mood. In international business negotiations

We should overcome this and correctly understand and accept the texts of both sides in the negotiations.

Difference.

In short, cultural differences are the core principles of cross-cultural business negotiations.

Read, negotiation participants use negotiation in different negotiation steps and places.

Strategies will be influenced by their cultural background. Therefore, it is necessary to understand the cultural differences between China and the West.

Different, overcome the cultural barriers in business negotiations, so that cross-cultural business negotiations can be carried out smoothly.

For convenience.

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Abstract: With the development of global economy, the role of cross-cultural business negotiation is increasingly prominent. In order to clear the obstacles of communication with foreign customers and ensure the smooth negotiation, business negotiators must understand and master the importance of cultural differences to international business negotiations. This paper will study the influence of cultural differences on international business negotiations, such as differences in verbal and nonverbal communication between China and the West, differences in values, differences in ways of thinking, and differences in moral and legal systems. This will help readers realize the importance of culture in international negotiations and learn various strategies and skills to deal with cultural differences. In order to eliminate the influence of these differences, negotiators should take corresponding measures to establish cross-cultural awareness, cultivate a global cultural outlook, respect and tolerate different cultures, and constantly improve their foreign language application ability.

Cultural Conflicts between China and the West and Countermeasures of Cross-cultural Business Negotiation in China

a surname

(Institute of Intercultural Communication, School of Foreign Languages, Xiangtan University, Xiangtan City, Hunan Province 4 1 1207)

Abstract: With China's entry into WTO, various levels and types of cross-cultural negotiations have become increasingly frequent. A correct understanding of cultural differences and cultural conflicts between China and the West is the premise of cross-cultural negotiation. This paper attempts to explore some characteristics and countermeasures of foreign-related business negotiations from the perspective of cultural conflicts between China and the West.

[Keywords:] cultural conflict negotiation countermeasures

With the development of society and the progress of civilization, the fate of all mankind is more closely linked. Times provide a broader world for negotiations, which are characterized by application, artistry and scientificity. With China's accession to the WTO, international trade and foreign exchanges will become increasingly frequent, and various types and levels of foreign trade, foreign trade and diplomatic negotiations will increasingly show their important position in social, political and economic life. This paper attempts to study the internal laws of China's international business negotiations from the perspective of cultural conflicts between China and the West, and seek the methods and strategies of China's foreign-related business negotiations after China's entry into WTO, so as to serve the construction of China's socialist market economy.

First, modern western negotiation theory and its social and cultural background

In western developed countries, more and more people directly or indirectly step into the field of negotiation, and business negotiators in Britain and the United States alone account for more than 5% of the population. Negotiation has been paid more and more attention in modern western management education. Universities, enterprises and scientific research institutions in developed countries and regions such as the United States, Britain, Germany, France and Japan, as well as some developing countries, regard negotiation as an important course to train talents in modern politics, economy, management, diplomacy, politics, law and education, and some countries have also established national negotiation societies. The principles and methods of negotiation theory, which emerged under the fierce competition in the West and specific social conditions, are becoming more and more perfect and systematic, and increasingly show the guiding role in negotiation practice.

The representative theories mainly include Neil Lunberg's "Negotiation Needs Theory". He systematically put forward his own theory in How to Read a Person Like a Book and The Art of Negotiation. John Winkler's masterpiece of "bargaining power theory" is Bargaining for the Result. Fisher, Yuri, Lei Fa and others agree with "principled negotiation"; Carlos' Negotiation Game, from the perspective of Americans, mainly studies the use of strategies in negotiation; And so on, among which "principle negotiation method" is known as "the master of western negotiation theory". The main content of the principle negotiation method consists of four parts: first, it always emphasizes that people and problems must be dealt with separately when touching substantive issues; Second, it is advocated that the focus of negotiations should be interests, not positions, so we must always grasp the interests of all parties in the negotiations and try our best to overcome the dispute over positions; Third, before deciding how to implement the plan, we should first imagine all possible options. Negotiators should arrange a specific period of time to conceive various possible solutions, creatively try to avoid or weaken conflicts in the interests of all parties, and provide opportunities for other negotiators to actively put forward some constructive suggestions to solve problems; Fourth, adhere to objective standards, and negotiators should introduce objective standards with scientific advantages as much as possible. Objective standards are authoritative and difficult to be criticized. Using objective standards instead of subjective judgment to solve problems will make communication smoother. Through the introduction and application of objective standards, an agreement can be reached step by step, which is conducive to improving negotiation efficiency and reducing unnecessary disputes. Looking at the research and practice of western negotiation, we not only study the inherent law of negotiation itself, but also pay special attention to the influence of different social systems, cultural concepts and traditional habits on negotiation activities, and put forward a series of negotiation strategies especially for eastern culture. This is worthy of our serious study and attention.

Second, the influence of cultural differences and cultural conflicts between China and the West on negotiation activities.

The advantages of foreign-related business negotiation first come from the understanding of the opponent, and on this basis, we can give play to our own strengths and restrict the strengths of the opponent. In addition to the personal temperament and psychological factors of negotiators, the negotiation habits formed under the influence of different cultural concepts and national systems and the negotiation styles embodied by these habits will have a far-reaching impact on the success or failure of negotiation activities and even the communication methods and relations between countries. Therefore, it is necessary to correctly understand the differences and conflicts between eastern and western cultures.

(A) the embodiment of cultural conflicts between China and the West in the negotiations

Different cultural characteristics are often concentrated in the national character of a country. The so-called national character refers to the characteristics of a country and a nation that are different from other nations on the basis of the same cultural concepts, value judgments and behavior patterns. The formation of national character is based on its unique cultural foundation. Due to the differences in cultural traditions and concepts between China and the West, the views on issues in the negotiation process are often prone to opposition or misunderstanding. A prominent phenomenon in China's national character is that he attaches great importance to face "or" decency ". At the negotiating table, if we have to choose between "dignity" and "interests", China people often choose "dignity"; Westerners, on the other hand, value interests and will not hesitate to choose "interests" between "dignity" and "face". It is so important for China people to win glory for themselves, so that some western negotiators warn in their works that we must pay attention to using this national character of China when negotiating with China. Obviously, only by correctly understanding and properly grasping the ethnic differences between China and the West can we effectively correct our own shortcomings, strengthen our own advantages, use each other's shortcomings and disintegrate each other's advantages.

In the field of international negotiation, the cultural differences between China and the West are mainly reflected in the following two aspects:

The first is to understand the thinking differences of objective things. As one of the four ancient civilizations, China is proud of its long history and culture, which makes the people of China rich in strong national feelings, heroic spirit and strong patriotism, which has played a positive role in the progress and development of the nation. However, due to its long history and well-known culture, it is often easy to produce an "arrogant prejudice" and form a "face", which makes itself bear a heavy burden and even stand still. This "face" mentality even permeates almost all fields. Bill Scott, a British negotiator, made a special analysis of this in his book On Negotiation. He said: "China people attach great importance to face. If you want to force China people to make concessions in negotiations, you must be careful not to let them lose face in concessions. Similarly, if we retreat from our original tough stance, we don't have to stick to it in front of them, which is extremely important for us. The final agreement must be an agreement that our colleagues think has saved his' face' or added glory to him. "

There is also a very interesting phenomenon, that is, although some people in China want to "save face", they are absolutely not allowed to say that they have "saved face" for them in public, otherwise they will feel uncomfortable. Lucius W Pai, an American, pointed out in his book "Negotiation Style": "You can gain a lot by helping China people gain face." At any time, losing face may cause losses. It seems that Westerners have a thorough understanding of our concept of "face". Whether you can overcome your own prejudice in the negotiation field and even in all fields is an important issue whether you can catch up with the advanced world level and become a world power again. The national character of western countries, although also differ in thousands ways, does have certain * * *. Take Americans here as an example. I'm afraid the national character of Americans is the most typical in the West. The national characteristics of Americans are closely related to their economic achievements and historical traditions. They advocate struggle and independent action, with exposed personality, self-confidence and passion. These characteristics of Americans can be seen everywhere in social life. In participating in international affairs, they are very good at using various means to cooperate with diplomatic negotiations, so as to gain benefits. Because Americans have this characteristic, they are extremely indifferent to superficial and ceremonial things, but they are very sensitive to substantive issues and have a good impression on straightforward negotiators. Compared with the negotiation style of China people, these are quite different.

The second is the difference between ethical and legal concepts. There are great differences between China and the West in regulating people's behavior and handling disputes. This difference is mainly manifested in the following two aspects:

1, China cultural habits avoid legal considerations and focus on ethical considerations; On the other hand, most westerners are more concerned about legal issues. In China, the concept of "ethics first" has always occupied an important position in people's minds. Once a dispute occurs, the first thing that comes to mind is how to win the support of the surrounding public opinion and advocate "getting more help from the Tao, not seeking the Tao", which is considered by Chinese people to have extremely special connotation and significance. Therefore, China people are not used to many problems that should be solved by law, but are used to playing the role of moral norms through "organization" and public opinion. Westerners, on the other hand, usually handle disputes by legal means, rather than relying on the role of conscience and morality. Many individuals and companies in the west have hired legal advisers and lawyers, who will come forward to handle disputes. Some disputes that China people think must be solved through complex interpersonal networks may not be the case in the eyes of westerners.

2. The egalitarian tendency of China people is based on the concept of social hierarchy, which is bred by thousands of years of feudal culture and plays a special role in all fields of social life. Among them, the idea of "official standard" is very prominent, which makes some people worship officials, despise systems and laws, and are used to relying on the "backstage" of officials to conduct transactions. Bai, an American scholar, wrote with emotion in the book: "Many American businessmen and businessmen we met told us that they learned that among China people, the possibility of reaching an agreement or the entry into force of an agreement can be determined only by verbal agreement, nodding or shaking hands." These differences are listed only to show that cultural differences between China and the West have a profound and complex impact on communication and negotiation. In this regard, we must have a profound and sober understanding.

Third, our countermeasures.

Judging from the cultural differences between China and the West, we can never assume that "the moon in foreign countries is rounder than that in China". Objectively speaking, Chinese and western cultures have their own advantages and disadvantages. The purpose of our study of cultural differences and conflicts between China and the West is to know ourselves and ourselves, so that our foreign-related negotiations can truly achieve advantages and avoid disadvantages, foster strengths and avoid weaknesses. The author believes that from the above understanding, we should pay special attention to the following issues in foreign-related negotiations.

(1) Let's talk about principles or details first. According to the cultural characteristics of China, in the negotiation, people generally pay attention to "principles first, details later"; On the contrary, the west pays more attention to "talking about details first and avoiding talking about principles". This difference often leads to difficulties in communication between China and the West. China people like to reach an agreement on the general principles of bilateral relations before dealing with the troublesome details, and arrange specific issues for future negotiations. In most cases, this mentality will put us in a more favorable position in future negotiations. Westerners don't adapt to China's way of negotiation, and as a result, the outcome of negotiation is often more favorable to China. Westerners usually think that details are the essence of problems, so they prefer to consider details, while the discussion of principled issues seems lax. Many facts show that the principle of speaking first will inevitably restrict the detailed discussion later. For example, in a series of major foreign-related negotiations, such as the establishment of diplomatic relations between China and the United States, the return of Hong Kong and Macao, our government has always stood firm. Quot Taiwan Province Province is an inseparable part of the people of China ". Under the general guidance of this principle, the tone of detailed negotiations has been established in advance and has become a framework to control the scope of negotiations, thus winning the advantage of detailed negotiations. It is the successful application of this negotiation strategy by our government that has made the above-mentioned diplomatic negotiations a complete success and won universal praise and good reputation from the international community.

(2) whether to attach importance to the collective or the individual. It should be said that both China and the West attach importance to both the collective and the individual in the negotiation process. But relatively speaking, Westerners emphasize collective power and individual responsibility, that is, "separation of powers". China people, on the other hand, emphasize collective responsibility and individual power, that is, "centralization". This difference leads to two phenomena in negotiation occasions: Westerners appear as one or two people on the surface, but there is often an efficient and flexible think tank or decision-making body behind them, giving negotiators corresponding authority, and the think tank team helps them deal with complex problems in negotiation; On China's side, everyone is talking, and one person makes the final decision. It is conceivable that if the decider is an expert, that's fine, but like? Quot Whether the decider is an amateur or not, the risks and results of the negotiation are hard to predict. Therefore, in the negotiation, we should scientifically and properly handle the relationship between the collective and the individual, "centralization" and "decentralization", so as to always be in a more active position in the negotiation with westerners.

In short, due to the cultural differences between China and the West, their negotiation styles at the negotiating table show great differences. Sometimes the difficulties at the negotiating table are even caused by different negotiating styles. Therefore, understanding the differences between Chinese and western negotiation styles will help us to find constructive communication channels, discover the real reasons leading to misunderstanding or opposition, and effectively use some advantages of our negotiation style, overcome some weaknesses, actively control the negotiation process, and grasp the direction and progress of negotiations, which should be paid attention to by Chinese negotiators.

[References]

[1] (English) Bill Scott's Trade Negotiation Skills, published by China Foreign Trade Press, p. 164.

[2] (US) White "Negotiation Style" Page 4/kloc-0 published by China Friendship Publishing House.

[3] Bell, David and Howard Laifa "Marginal Value and Intrinsic Risk Aversion" Harvard University Press

[4] Blake, Michael' Japanese International Negotiation Style' Columbia University Press

[5] Fisher, Poggel and William's Guide to Negotiating in Principle, Harvard Law School.

[6] Zhang Heqing with "Negotiation" Huazhong University of Science and Technology Press

[7] Zhang Qiang's Introduction to Negotiation, Sichuan University Press.

[8] Tang Degen's Intercultural Communication, Central South University Press.