Abstract
Business etiquette, a behavior science, is the norms in the business activities, , which plays an important role in the business communication .understanding Chinese and western etiquette and their distinctions is of great importance in promoting international business exchanges. With the changing role China played in the international exchanges, we communicate and cooperate frequently with foreigners . It is the notable position that makes us have a more normative and courteous criteria in the international business communication, especially in the business activities with westerners. This thesis ,from the international business etiquette , lays emphasis on the comparison between Chinese and western business protocol, it mainly described the general definition of business etiquette, characteristics of business etiquette, embodiment in business interactions, influencing factors (Cultural factors) of Chinese and western etiquette and the relevant solutions of the differences. The thesis let us comprehend and receive different stages of Chinese and western business etiquette , “recognition—understanding—comprehension ”,through lots of examples, aiming to help us to apply these theories into practice. The consequence of this study shows that in order to avoid the misunderstandings in business activities, especially in international business exchanges, not only should we know some basic business norms, but also we need to understand the distinctions of business etiquette mainly caused by different cultures profoundly.
Key words : business etiquette norm business exchange
摘要
商务礼仪是商务活动中的行为规范，它是一门行为科学，在商务交往中扮演着重要的角色，了解中西方的礼仪及其差异对促进国际间商务交往的顺利进行有着举足轻重的作用。随着中国在国际交往的角色发生改变，中国的对外交流和合作日益频繁，国际地位越来越明显，国际间的交往，尤其是和西方国家的商务交往就更应该规范化、礼仪化；本文从国际间商务礼仪入手，对中国和西方的商务礼仪的异同点予以概述和比较，主要论述了商务礼仪的有关概念、中西方商务礼仪的主要特征、中西方礼仪在商务活动中的不同体现、影响中西方商务礼仪的主要因素（文化因素）及相关的解决办法。用大量的实例来反映礼仪差异，让读者从“初步认知——初步了解——了解”各个不同阶段对中西方商务礼仪进行理解和接受，并将它用于实践。研究结果表明，为了避免商务活动中，尤其在国际商务交往中的误解，除了了解一些基本的商务规范，更需要深层次地了解由不同文化间产生地商务礼仪差异。
关键词：商务礼仪规范商务交往
Comparison between Chinese and Western business
etiquette
1. Introduction
Business etiquette is a code of conduct, which embodies mutual respect in the day-to-day business activities. It is also the norms for people who is engaged in commercial activities and business communications, in other words,how to master basic business activities, so you can meet the requirements for business; how to make yourself familiar with the norms and disclose your dignified demeanor ;how to avoid the embarrassing questions you encountered : such as dress wrong ,dining at a loss; how to eliminate a small matter ,which will have the unexpected negative image to the individuals or companies. Only have you know some knowledge of Chinese and English etiquette , all these problems can be easily solved .Therefore business etiquette helps to create good personal image and corporate image.
Business etiquette is coordination and communication functions with cohesion emotional role. With the development of society, the business relations are getting wider and wider, in a variety of business contacts gradually formed a code of conduct and guidelines, guidance on business conduct themselves in society, and as a code of society, coordinating human relations and human and social relations, so that people are friendly to each other, respect the other's premise, compliance with the protocol norms, in accordance with the protocol norms restrain itself, it is easy for people to have interpersonal communication. Therefore , emotional pool plays to the role, and establish mutual respect, mutual trust, friendship and cooperation relations, what?s more, it will help the development of various undertakings. Business etiquette is a behavior science, and should be trained seriously and systemically. Due to geographical and historical background, various kinds of differences occurs between the systems, but the desire to reflect the aspirations is the same, and to abide by the norms and codes of conduct is consistent.
Business etiquette is made up of significantly more important things than just knowing which fork to use at lunch with a client. Unfortunately, in the perception of others, the devil is in the details. People may feel that if you can't be trusted not to embarrass yourself in business and social situations, you may lack the self-control necessary to be good at what you do. Etiquette is about presenting yourself with the kind of polish that shows you can be taken seriously. Etiquette is also about being comfortable around people (and making them comfortable around you!) People are a key factor in your own and your business' success. Many potentially worthwhile and profitable alliances have been lost because of an unintentional breach
of manners.
Dan McLeod, president of Positive Management Leadership Programs, a union avoidance company, says, "Show me a boss who treats his or her employees abrasively, and I'll show you an environment ripe for labor problems and obviously poor customers relations. Disrespectful and discourteous treatment of employees is passed along from the top."( Dan McLeod：2008) Which strongly emphasize the importance of courtesy, therefore , it?s necessary to know etiquette, especially the business etiquette.
2. Characteristics of business etiquette
As regional and historical reasons, understandings of people from different regions and ethnic varies , as the development of whole world .Chinese people have attached great importance to the foreigners , especially the westerners ,trading between the two regions is becoming more and more frequent ,establishing good relations with western people is of great importance ,therefore ,knowing the business etiquette is essential . As China's reform and opening up the pace accelerated, people?s living and working in foreign exchanges increased. Understanding the content of foreign-related rituals and requirements, and mastering the skills of contacts with foreigners is particularly important.
In the business occasions , how to make business etiquette effect completely and how to create the best interpersonal relationships is closely related to the principles of business etiquette , which can be concluded into four aspects:
(1) The principle of sincerity and respect
Socrates had made a very famous statement: “ there must not be a gift to a friend, you have to contribute to your sincere love ,learning how to use legitimate means to win a person?s heart .”(Voice of English ，2005) Which tells us that if you contact with the people , sincere respect for the ritual is the primary principle . Only you treat others sincerely and courteously ,can you create a harmonious happy relations, for good faith and respect are complementary to each other. Sincerity is a practical and realistic approach to communicate with other people ,especially in the business activities , it can be directly reflected .Sincere and respect for the first performance with some people :do not lie ,not hypocrisy ,do not insult people ,the so called “cheating once ,for life no friends.” also the practical reflection of business dealing . Sincere dedication, be fruitful harvest, only sincere respect for the two sides can be affiliated, friendship for a long time.
(2) The principle of moderate equality
In the social field ,ritual behavior is always expressed as the two sides ,for instance, if you treat your business guests sincerely and thoughtfully , others would
show the identical courteous respond to your hospitality ,and they would become the potential regular customers . If you performed impatiently and hasty ,there is no doubt that you would get the same response .The purposes of this protocol must emphasize the principle of equality, equal exchanges between the two parts, for equality is the foundation to establish emotion with other people. If you want to maintain a good interpersonal relationship with your business partners or your customers , you should locate modesty in the first place ,because it is the essential way to make more friends. Moderate principle requires us to measure the criteria of etiquette , in accordance with specific circumstance , specific situation and the exercise of the corresponding ritual .For instance ,when doing business with some people both warm and urbane are required ,one can not be rude and frivolous ,lively and modest ,but lethargic and sophisticated.
(3) Self-confidence and self-discipline
The principle of self-confidence is a mental health principle in the social occasion , especially in the commercial contact .Only someone is self-confident ,can he master things freely. Self-confidence is a very valuable psychological quality, people who have full confidence will not discourage when they encounter difficulties , on the contrary , they will counterattack when they are reduced to a rattrap, they are also willing to show their helping hand to people who are involved in jeopardy. People who are not confident enough will run into snags everywhere , even despair of their life .
In the process of social interaction and business communication , establishing a sense of moral values and norms of self-cultivation in the mind to our behaviors .Achieving the balance of self education ,self management and self-confidence correctly , placing a rational and active attitude to fulfill the great obligation the life leaves us , refusing self-righteous and arrogant . Nothing great can be achieved without these traits.
(4) honesty and tolerance
Honesty stresses the principle of credibility , Confucius , a great philosopher , made the statement : people can?t live without credit , if you affiliate with your friends, honesty should be laid in the first place; Which also emphasize the principle of keeping promises. Trustworthiness is the virtue of the Chinese nation , in particular ,it is necessary to stress punctuality , and people should not delay when they go to the fixed appointments, meetings , talks and conferences, etc. One should not make promise so easily ,unless you are really sure about it ,or else you would end with a bad image of dishonest , especially in the business activity , honesty is of great importance .
Tolerance is a great human thinking , the idea of tolerance is a magic weapon to create a harmonious interpersonal relationship in interpersonal exchanges .Tolerate others ,understand others and do not always pursue perfection. For a famous saying goes : failure is the mother of success . All in all ,if you consider things from others?position , I think you have found the best way to win friends ,to win business guests.
3. Comparison between Chinese and Western
business etiquette
With the increasingly close business contacts , people? conduct in the business exchange reflected more frequently in the past ,the actions and manners in business interactions can be best and directly embodied during their communications ,therefore , learning and understanding the appropriate business behaviors between Chinese and foreigners become special significant .
3.1 Chinese etiquette in business occasion
Confucius, one of China's greatest thinker, established a system of ethics, morals, hierarchies and behaviors, setting the rules for people dealing with other people, and establishing each person's proper place in society, which have very profound influence in the interaction of our ancestors , especially in the field of business communications.
1）Chinese courtesies have always been formal to follow strict rules, although sometimes Chinese people seem to be impolite according to Western norms in public places. If you want to understand Chinese well and be more propitious in doing business with Chinese people , some behaviors should be especially noticed: When you first meet a Chinese person, they might seem unfriendly, but that is because they are taught to not show emotions in public, because it is thought to be unacceptable. Chinese like being formally introduced to a person by another person. When being introduced to a person, shake their hands. A smile, a wave, a nod, or a bow are good. At the same time kissing and hugging are bad. You can only do this when you are very familiar with that person . At your friend?s house you will be given tea automatically. If your friend asks you if you want tea, that probably means that they don?t want to serve you tea, but they want to seem hospitable. You should know what to do. When you leave your friend?s house, they will “see you off”, meaning that they will accompany you to your car, or elevator. When you get to know your friend very well, all formalities change, and they will say “ I wont be seeing you off “ and in turn you must quickly say … That never crossed my mind!” Personal space varies from country to country. The Chinese have less personal space than the westerners, so if you find that they are really close, it is normal. You might step backward, but they might just take a close step. If you are in China, and pushed in a line, don?t feel bad, the Chinese aren?t use to standing in lines, and you aren?t required to be polite to strangers. Chinese don?t like when you point your index finger to point, use this only to call a person( use you open palm to point), snap fingers, and whistle. At the same time, westerners don?t like when you slurp your soup, or when you eat
and talk at the same time , Yet the Chinese don?t mind. Chinese consider gifts as an important part to show courtesy. It is appropriate to give gifts on occasions such as festival, birthday, wedding, or visiting a patient. If you are invited to a family party, small gifts like wine, tea, cigarettes, or candies are welcomed. Also fruit, pastries, and flowers are a safe choice. As to other things, you should pay a little attention to the cultural differences. Contrary to Westerners, odd numbers are thought to be unfortunate. So wedding gifts and birthday gifts for the aged are always sent in pairs for the old saying goes that blessings come in pairs. Though four is an even number, it reads like death in Chinese thus is avoided. So is pear for being a homophone of separation. And a gift of clock sounds like attending other's funeral so it is a taboo, too. As connected with death and sorrow, black and white are also the last in the choice. Gift giving is unsuitable in public except for some souvenirs, your good intentions or gratitude should be given priority to but not the value of the gifts, otherwise the receiver may mistake it for a bribe.
To sum up, do in Rome as Rome does, but you need not worry about these cultural barriers, since most Chinese are hospitable and amiable and will not mind your nonproficiency.
2）What?s more, some other courteous actions always occurs in the communication ,which can be evidently embodied in business interaction.
(1)Greetings and Introductions
The Chinese usually do not like to do business with strangers, and will make frequent use of go-betweens. Whenever possible, try to use established relationships, or an intermediary known by both sides, to make the first contact .Chinese prefer to be formally introduced to someone new. This applies to both Chinese and foreigners. The Chinese may seem unfriendly when being introduced. They are taught not to show excessive emotion, thus the reference to Chinese and other Asians as inscrutable. Always stand up when being introduced and remain standing throughout the introductions. When being introduced to Chinese, the accepted form of greeting is the handshake, even among Chinese. Chinese may also nod or slightly bow (Unlike the Japanese, the Chinese bow from the shoulders rather than the waist). One would then present a business card.
(2) Business Card Etiquette
Use both hands when presenting business cards and be sure the writing faces the person to whom you are presenting your card. Cards should also be received with both hands. Do not immediately put the card in a pocket or bag-this is considered rude. Follow with the standard "I am pleased to meet you, or "ni hao" in Chinese. When seated, place cards on the table. This shows respect and is also an excellent way to remember names. Business cards should be printed in English on one side and Chinese on the other. Be sure to use simplified Chinese characters for China, not the classical characters used in Hong Kong and Taiwan. If traveling to China and Taiwan
or Hong Kong, it is a good idea to put the different cards in separate boxes to avoid mix-ups. Remember that China is the People's Republic of China and Taiwan is the Republic of China
(3)Titles & Forms of Address
The Chinese will state their last name first, followed by the given name (may be one or two syllables). For example, Liu Jianguo, in Chinese would be Mr. Jianguo Liu using the Western style. Never call someone by only his or her last name. Unless specifically asked, do not call someone by his or her first name. Addressing someone by his or her courtesy or professional title and last name conveys respect. In Chinese the name precedes the title. For example, Liu Xiansheng for Mr. Liu, and Liu Jingli for Manager Liu. Women's names cannot be distinguished from men's names. Chinese women use their maiden names even after marriage, but may indicate marital status by using Mrs., Ms, Miss, or Madam. Mrs. Wang might be married to Mr. Liu. Chinese who frequently deal with foreigners or travel abroad on business may adopt a Western first name, such as David Liu. They may request that they be referred to as David, once a relationship has been established. Do not use the term "comrade" in China.
(4)Personal Questions & Compliments
Do not be surprised when asked personal questions regarding age, marital status, children, family, income, job, etc. This is done to seek common ground. On the other hand, the Chinese will be uncomfortable with American familiarity, particularly early in a relationship. The arm around the shoulder or pat on the back with "just call me Bob" approach should be left at home. Unlike the Western custom, compliments are not graciously accepted with a "thank you," but rather with "not at all or it was nothing." Accepting and giving direct praise is considered poor etiquette. Do not be gushy with thank yous.
(5)Social distance, Touching & Gestures
Every culture defines proper distance. Westerners, particularly Americans, find that the Chinese comfort zone regarding distance is a bit to close for their comfort. Instinctively Westerners may back up when others invade their space. Do not be surprised to find that the Chinese will simply step closer. The Chinese do not like to be touched, particularly by strangers. Do not hug, back slap or put an arm around someone's shoulder. Do not be offended if you are pushed and shoved in a line. The Chinese do not practice the art of lining up and courtesy to strangers in public places is not required. People of the same sex may walk hand-in-hand as a gesture of friendship in China. Western gestures that are taboo in China include:
1) Pointing the index finger--use the open hand instead.
2) Using the index finger to call someone-use the hand with fingers motioning
downward as in waving.
3) Finger snapping
4) Showing the soles of shoes.
5) Whistling is considered rude.
6) Chinese customs that are annoying to Westerners:
7) Belching or spitting on the street
8) Lack of consideration when smoking and failure to ask permission to smoke
9) Slurping food
10) Talking while eating
(6)Dining and Entertainment Etiquette & Protocol
Entertaining guests at a Chinese banquet is an important way of establishing guan xi. For more formal banquets, invitations will be sent and place cards will be at the table. Guests should sample all of the dishes and leave something on the plate at the end of the meal. A clean plate indicates you are still hungry and it is the host's responsibility to see that you are continually served food and drink. Under no circumstances should chopsticks be placed in the rice standing up. This symbolizes death. There are no firm rules regarding dinner conversation. Depending on the closeness of the relationship, business may or may not be discussed. Follow host's lead. Drinking is an important part of Chinese entertaining and is considered a social lubricant. The drinking officially begins after the host offers a short toast to the group. It is always a good idea for the guest to return the toast either right away or after a few courses have been served. Safe topics for toasts are friendship, pledges for cooperation, the desire to reciprocate the hospitality, and mutual benefit. The Chinese understand if you are unable to drink alcohol. Stating medical reasons is always a good way to get out of drinking alcohol. The most common expression for toasting is gan bei, meaning "dry cup", or bottoms up. The Chinese are not as understanding of tipsy guests as are the Japanese or Koreans. If you feel you have had enough, smile and politely indicate this to your host. Do not pour your own drink. It shows a lack of protocol. Do not underestimate the importance of participating in dining and after-dinner entertainment. It is an excellent way to build guanxi.
3.2 Western etiquette in business occasion
Some essential etiquette have been mentioned that most Chinese business people always abide by ,meanwhile ,I have also had some general idea between Chinese and western protocol ,here I will list some business behaviors of westerners?.
(1) The etiquette of greeting and introductions
Westerners always pay much attention to the first impressions when greeting, first impressions can make or break your chances of success. The way you make your greetings says just as much to your prospective partners or employers as does your dress, and if you err in your first greetings, you may never be able to recover. Introductions can be very difficult and awkward situations if not handled properly, but they are extremely important in all business situations. Remembering people's names is an art, and you should find your own ways to learn this art, but here are some rules that can make the first moments in your situation successful.
(2) Shaking hands
Shaking Hands during the introductions can make all the difference to your future relationships. Not shaking hands is a very clear form of rejection and extremely insulting. In the United States, you should offer a firm handshake and make eye contact at the same time. The rules of a hand shake are few, but necessary: Always remember to stand when you are being introduced and when you shake hands. During cocktail parties, or casual gatherings, keep your right hand free as much as possible in order to shake hands. Extend you hand and grip the other person's hand so that the web of your thumb meets. Shake only a few times. Your grip should be firm, but not overpowering; you should absolutely avoid what is consider a wet fish" handshake. End the handshake cleanly before the introduction is complete.
(3)Body Language
Body Language is just as important as verbal language. At the times of introductions, and in all meetings thereafter, when standing, make certain you back is straight and firm and your head is held high and arms by your side or in front of you. Do not slouch, stick your belly out, put your hands in your pockets, or fold your arms. When sitting, again, keep your back straight, and your legs should be in front of you, with your knees together, or you legs should be crossed, either at the knees or at the ankles. DO NOT keep your legs spread apart in order to avoid giving off unconscious sexual signals. When being introduced while you are sitting, if at all possible, you should stand up and squarely face the person to whom you are being introduced before shaking hands. Head movements should be slight during your discussions. Nodding your head up and down slowly shows that you are listening and attentive, but too much nodding can appear silly. Shaking your head from side to side shows disapproval or disagreement. Again, use carefully. Compare with westerners ,our Chinese people much body language when communicating.
(4)The Etiquette of Dining
You are what you eat, according to an old American saying. For the rules of business etiquette, you are not only what you eat, but how you eat. Every society has its rules governing the all-important custom of breaking bread, and the United States is no exception. In the business worlds, breakfasts and lunches are usually the best times for business meals. Dinners are usually reserved for very special occasions or out-or-town guests. Occasionally, if you are hosting the meal, and your guest is staying at a local hotel, then an afternoon coffee and tea meeting in the hotel lobby can be very useful. If you are the host of a meal, you should follow a few important rules: In scheduling the meal, never ask the guest where they would like to eat. Instead, pick two restaurants, pick two different hours, and offer your guest those options. A day before the meal, check with your guest to confirm the date, time and location.
(5) Business meeting
In this day of the Internet and other communication miracles, many people have
come to believe that the business meeting has become a thing of the past. Don't believe it! Not only does important business get carried out at meetings, but perhaps most importantly, business meetings provide a meeting area where colleagues and potential business partners are give the opportunity to get to know one another. It is around the corporate conference table or in the board room that judgments are formed about each other. In other words, the rules of etiquette are no less important behind the doors of a meeting room as they are in a 5-star restaurant.In companies that minimize hierarchy, the seating arrangements at meetings are usually no big deal, but in more formal settings, and in more traditional companies, there are a few rules to consider when deciding where to sit:
1)Don't sit where the host or the most important attendee plans to sit, which
is usually at the head of the table.
2)Don't sit directly to the right of the boss. This seat is usually reserved for
the most important person or the boss's assistant. Be willing to be flexible.
If the boss or a guest needs your chair, be prepared to move quickly and
graciously.
(6) The etiquette of gift giving
You should be careful in the giving of gifts, never give a gift in a job interview or prior to a business meeting. Gifts are usually given during special holidays, or as thank yous" for special invitations or events. At the time of arriving to a special event or social gathering, you may present your gift to the host once the introductions are made. With gift giving, a few rules are in order: Be modest with your gift; do not buy expensive or extravagant gifts .Perishable gifts (a special food from your country, a bottle of wine, candy, flowers) are best if you do not personally know the host very well, but be certain that your gift will not require immediate attention. Your host will be very busy, and you should avoid adding another task to his or her evening. You can usually say something like, "I thought you would like this a little later" when you offer your gift. Be careful of giving alcohol; a bottle of wine is usually all right if you know your host drinks wine, but hard liquor (whisky, scotch, etc) should only be given as gifts only when you know the host and are certain that they would welcome such a gift; Flowers are good, but remember: roses are for personal relationships. Do Not Give roses. Cut flowers are nice if they are in a vase; A small cultural gift from your country is usually very appropriate .Make certain your gift is packaged nicely, with a nice card attached to it.
4 . Influencing factors of Chinese and western etiquette
4.1 Traditional viewpoints of Chinese people
Under the influence of traditional viewpoint , Chinese people have their own understanding in the communication ,especially in the business interaction, which will
influence Chinese people?s behaviors in a certain degree, if you want to acquaint yourself with Chinese people ,such concepts should not be ignored:
(1) Mianzi (Face) /面子
The idea of shame, usually expressed as 'face' could be loosely defined as the 'status' or 'self-respect' in Chinese and by no means alien to foreigners. It is the worst thing for a Chinese to lose face. Never insult, embarrass, shame, yell at or otherwise demean a person. Since all these actions would risk putting a Chinese in a situation that he might lose face. Neither try to prove someone wrong nor shout at him in public. In order to get a successful effect without letting a Chinese lose face, any criticism should be delivered privately, discreetly and tactfully, or else, just opposite to what you wish.
(2) Guanxi (Relationships between People) /关系
Throughout much of Chinese history, the fundamental glue that has held society together is the concept of guanxi, relationships between people. It is very important for the Chinese to have good relationships. They often regard good social relations as a symbol of personal ability and influence. Someone who has no connections would be despised and is only half-Chinese.
(3) Keqi/客气
Keqi not only means considerate, polite, and well mannered, but also represents humbleness and modesty. It is impolite to be arrogant and brag about oneself or one's inner circle. The expression is most often used in the negative, as in buyao keqi, meaning "you shouldn't be so kind and polite to me," or "you're welcome."
Besides, Chinese seldom express what they think directly and they prefer a roundabout way. Neither show their emotions and feelings in public. They rarely greet people with a handshake, though it is very popular among foreigners, say nothing of embracing or kissing when greeting or saying good-bye. Consequently, it is better not to behave too carefree in public, even though you are well-intentioned. Also, it is advisable to be fairly cautious in political discussions. Do not particularly push yourself forward, or else you are unwelcome.
In society, there are social conventions and cultural traditions. To be a civilized member of the community, people have to follow all the social rules. The degree of politeness embodied in communication reflects the level of social civilization and national spirit. In communication, in order to achieve communicative goal, and enhance friendship, people do their best to consider others' benefit, avoid offences and misunderstandings, and to be polite. The etiquette concerned in the thesis mainly refers to linguistic politeness. It is widely accepted that linguistic politeness is a means of both establishing, maintaining, and if ignored, even terminating social relationships with other people. Politeness is a universal phenomenon. For instance, in China, when people meet, they may exchange uninformative views about whether the other side have eaten, that is unnecessary information. In Chinese culture background,
they are only greetings, i.e. the courteous acts performed to serve the function of social involvement. Under most circumstances, we interact politely so as to show our good intention, concerns, to start a conversation, and establish and maintain friendly and harmonious relationship, or to make compensation for what is being damaged. Politeness can also be regarded as a social constraint imposed by the conventions of the community. “ Sometimes we feel that we have to be polite in order to show that we are civilized and cultivated to such an extent that we know what to do to live up to the conventionally recognized social standards so that we will not be accused of being rude or ill-mannered." (He Zhaoxiong,1995). In a civilized society, people learn to be tolerant and conform with a kind of conventionalized social norms. The primary embodiment of cultural difference can be explicated as follows :
4-2 Modesty Maxim in Chinese Compliment Response
In Chinese culture, people are required to be modest. Modesty is a virtue. Therefore, people whose mother tongue is Chinese usually hold a negative attitude towards “ compliment” or deny it directly by saying “ Not at all, not at all.”(哪里，哪里。)，or “Just so-so.”( 一般,一般. ). They observe the modesty maxim of Politeness Principle, and do their best to leave a good impression on the other side, even at the price of violating the quality maxim of Cooperative Principle to achieve the goal of speech interaction. If one accepts the compliment, he will be considered as “not to be modest”, and leave a bad impression on the other side. Westerners prefer to be direct and explicit. When they hear a compliment about themselves or people or thing on their side, they usually do not hide the feeling of joy. Therefore, while accepting praise or compliment, people of a English culture often convey their appreciation and go along with the other side, observing the agreement maxim of Politeness Principle and avoiding the embarrassment caused by disagreement. The ignorance of the differences between Chinese and English culture on this point, has ever lead to socio-pragmatic failure. A foreign teacher said to his Chinese student, “What a beautiful handwriting.” The Chinese student responded, “No, no, not at all. You are joking.”The foreign teacher, feeling puzzled, shrugged and left. Under the circumstance, the answer should be, “ Thank you.” It shows that people from dif ferent cultural background, lay emphasis on different maxims of Cooperative Principle and Politeness Principle. In intercultural speech interaction, without the knowledge of it, one side of the conversation sometimes will consider the other side intentionally violates Cooperative Principle, or whether he has something special to express. As a result, miscommunications arise.
4-3 Quantity and Manner Maxim in Accepting Invitation in English The mode of thinking in Chinese culture tends to be general and imprecise. In addition, compared with westerners, what has been shown in communication is that they habitually make indefinite and implicit answer. On the one hand, in Chinese traditional culture, people are required to be steady and implicit; on the other hand, Chinese pay much attention to feelings. Proceeding from human feelings, in their opinion, if the hearer understands them, and considers their interests and he will draw
inference from the implication of the speech; otherwise, it is unnecessary to express openly. In western culture, people are rational, and what they say tends to be definite and specific. In speech interaction, they expect both sides willingly observe the quantity maxim and manner maxim. It is not surprising for people from different cultural background to fail to achieve respective goals when they engage in following conversation. A Chinese scholar, visiting America, was invited by his supervisor to dinner at hom e. He continuously said, “Thank you.” And added,“All right, I?ll try to come.” What he said irritated the su pervisor, he simply asked “yes or no”, but the scholar still said, “Thank you,I?ll try.” However, the American supervisor had no idea about whether the Chinese scholar had accepted his invitation or not. In Chinese culture, when invited, hearers have to g ive face to speakers (I?ll try…), observing the generosity maxim of politeness principle and the tact maxim. Chinese stress the quality of being implicit and never show attitude directly, at minimum, not show one?s attitude immediately. In western culture, people pay much attention to definition, so, in this case, the answer should be “Yes, I will.” or“No, thank you.” The Chinese scholar, when receives the invitation, proceeding from his own habit, and shows proper attitude which is tactful and appropriate in Chinese culture, but the language he uses is English, which represents a different culture from his. Therefore, it is hard for the American scholar to infer the implication from the Chinese scholar?s speech act from American cultural background—whether to come or not, whether to accept or not. From his point of view, the Chinese scholar violates the etiquette principle of cultural differences .
4-4 Collectivism and Individualism
One of the major cultural value differences between the east and the west is that between collectivism and individualism, which has received consistent attention from many researchers. Numerous cross-cultural studies have provided theoretical and empirical evidence that the value orientations in a wide range of cultures. Individualism and collectivism can explain some of the basic differences concerning communication behavior between cultures. Basically, individualism refers to the broad value tendencies of a culture in emphasizing the importance of individual identity over group identity, individual rights over group rights, and individual needs over group needs. Individualism promotes self-efficiency, individual responsibilities and personal autonomy. In contrast, collectivism refers to the broad value tendencies of a culture in emphasizing the importance of the “we” identity over “I” identity, group rights over individual rights, and in-group-oriented needs over individual wants and desires. Collectivism promotes relational interdependence, in-group-harmony, and in-group collaborative spirits.
A Chinese woman once talked with an American woman about her husband in a gathering, she said, “He is very short. He is ugly.” The American friend felt surprised when she heard these words. For Americans, these words means contempt for the husband. Although the rate of divorce has remains high and has no tendency to descend, husband and wife appreciate and praise each other as long as their
relationship as husband and wife exists (or even they have divorced). The individualism in western culture has displayed the feature that the integration of affection and interest between friends, or between relatives, or even between sweethearts occupy the equally important position. The different value orientation between the east and the west is apparently .
5. Effective methods to avoid misunderstandings in business
interactions
Influencing factors of the differences between Chinese and western business etiquette had been listed above, which will lead us to find some effective methods to avoid the misunderstandings. This thesis mentioned the actions of business etiquette in the Chinese and western commercial activities, as well as contrasted Chinese protocol with western protocol. Therefore general differences between Chinese and western business activities was clear to us, Chinese and western etiquette are consistent in a large part, in addition to the fine difference caused by the cultural and geographical factors .That is to say , if you want to do the business more effectively and courteously with westerners ,besides knowing basic etiquette of international business practices, some other methods should also be used to avoid the misunderstandings in business interactions.
5.1 Comprehending the norms in business situation
Business norms are consistent partly in international communication , therefore ,it is of great importance to learn some relevant principles in business etiquette , only understanding the international business protocol ,can we deal with the business affairs freely.
In a long-term international exchanges, it has gradually developed a standardized protocol of Foreign Affairs, also called the foreign etiquette , which plays an important role in the international business Communication. it is a common practice, which stresses the characteristics of standardization ,object and technique(Jin Zhengkun 2003)，which we should comprehend and absorb in business field, especially in the international business stage.
(1) Standardization
Etiquette is a standardized ceremony which was formed and concluded in long-term social interaction ,it is because it?s preciseness and standardization that we can use it as the reference .therefore ,in the social exchanges and cooperation ,we can recognize and correct our behaviors spontaneously and promptly ,which make us get more respect when we carry out business activities .
(2) Object
With the rapid development of the society , communities of business exchanges are on the rise , and the field extended quickly , which requires us have a comprehensive knowledge to complete it . Because of the cultural differences and geographical differences , business etiquette varies ,which require us to study the relevant provisions of the protocol at the same time , to understand the different business etiquette in different parts, in order to lay a sound foundation to do business with our customers.
(3) Technique
When we understand some relevant knowledge ,we?d better put it into practice flexibly ,meanwhile , in order to master the skills in the business activities , we should think over it and sum it up ,which make business etiquette efficient and standardized .
With these useful and practical characteristics ,we should take them into consideration and attach great importance to them. Only we stressed the peculiarities of business etiquette ,can we do a even better job in business interactions.
5-2 Understanding the etiquette distinctions caused by different culture The fundamental problem, which must be solved in intercultural communication, is to find out the similarities and differences between the cultural elements of the two sides in communication. Although western and Chinese culture share some similarities, there are also great differences due to historical, geographical, political and economic distinctions, which have immediate influence upon the rules of language use. Therefore, both similarities and differences exist between western and Chinese pragmatic rules. Leech believes that pragmatic principles are basically commonly-shared, but their relative importance varies due to different cultures; some eastern cultures put more stress on modesty maxim than those in western countries. Comparative study of English and Chinese culture can facilitate to find out their respective characteristics, and facilitate to find out the general character from the superficially different business behaviors, and facilitate to find out the difference from the superficially similar business activities . if you can distinguish and understand the etiquette differences ,all other things will become easy .
6. Conclusion
Etiquette plays an important role in the success of business interactions. Many potentially worthwhile and profitable alliances have been lost because of an unintentional breach of manners. Business etiquette is made up of significantly more important things than knowing which fork to use at lunch with a client. Unfortunately, in the perception of others, the devil is in the details. People may feel that if you can't be trusted not to embarrass yourself in business and social situations, you may lack the self-control necessary to be good at what you do. Etiquette is about presenting yourself with the kind of polish that shows you can be taken seriously. Etiquette is also about being comfortable around people (and making them comfortable around you!)
This thesis mainly tells us some principles of exchanging in business occasions, which would be beneficial to those who want to do business with people who from different areas and cultures ,meanwhile ,what you should remember is to be courteous and thoughtful to the people around you, regardless of the situation. Consider other people's feelings, stick to your convictions as diplomatically as possible. Address conflict as situation-related, rather than person-related. Apologize when you step on toes. You can't go too far wrong if you stick with the basics you learned in Kindergarten. (Not that those basics are easy to remember when you're in a hard-nosed business meeting!)
With the development of society, the business relations are getting wider and wider. A variety of business contacts gradually formed a code of conduct and guidelines, which can help us survive in the society , coordinate human relations and human and social relations. It is also beneficial to promote communication and cooperation. The thesis will be helpful to us; especially to those who would like to engage themselves in international trade and business exchanges .
PINGDINGSHAN UNIVERSITY 商务谈判论文 题目中西方礼仪差异探讨 专业工商管理（专升本） 班级2015级工商管理（专升本）1班学号153520115 学生姓名黄玲玲 2016年 11月 5日
商务礼仪是商务活动中的行为规范，它是一门行为科学，在商务交往中扮演着重要的角色，了解中西方的礼仪及其差异对促进国际间商务交往的顺利进行有着举足轻重的作用。随着中国在国际交往的角色发生改变，中国的对外交流和合作日益频繁，国际地位越来越明显，国际间的交往，尤其是和西方国家的商务交往就更应该规范化、礼仪化；本文从国际间商务礼仪入手，对中国和西方的商务礼仪的异同点予以概述和比较，主要论述了商务礼仪的有关概念、中西方商务礼仪的主要特征、中西方礼仪在商务活动中的不同体现、影响中西方商务礼仪的主要因素（文化因素）及相关的解决办法。用大量的实例来反映礼仪差异，让读者从“初步认知——初步了解——了解”各个不同阶段对中西方商务礼仪进行理解和接受，并将它用于实践。研究结果表明，为了避免商务活动中，尤其在国际商务交往中的误解，除了了解一些基本的商务规范，更需要深层次地了解由不同文化间产生地商务礼仪差异。 关键词：商务礼仪规范商务交往
一、商务礼仪简介 (2) 二、商务礼仪的特点 (2) 2.1诚意和尊重的原则 (3) 2.2适度平等原则 (3) 2.3自信与自律 (4) 2.4诚实与宽容 (4) 三.中西商务礼仪比较 (4) 3.1商务场合中的中国礼仪 (5) 3.2商务场合的西方礼仪 (7) 四、避免在业务交互中的误解的有效方法 (8) 4.1了解不同文化引起的礼仪差异 (8) 五、结论 (8) 六、参考文献 (9)
西方商务礼仪常识 中西文化的差异，影响着中西礼仪的差异，那西方的商务礼仪常识是怎样呢?下面是搜集整理的一些内容，希望对你有帮助。 西方基本礼仪 个人礼仪是其他一切礼仪的基础，是一个人仪容光焕发、仪表、言谈、行为举止的综合体现，是个人性格、品质、情趣、素养、精神世界和生活习惯的外在表现。总的规范为：整洁清爽、端庄大方。 一、仪表仪态礼仪 保持头发清洁，修饰得体，发型与本人自身条件、身份和工作性质相适宜。男士应每天修面剃须。女士化妆要简约、清丽、素雅，避免过量使用芳香型化妆品，避免当众化妆或补妆。表情自然从容，目光专注、稳重、柔和。手部保持清洁，在正式的场合忌有长指甲。 站姿 挺直、舒展，手臂自然下垂。正式场合不应将手插在裤袋里或交叉在胸前，不要有下意识的小动作。女性站立时双腿要基本并拢，脚位应与服装相适应。穿紧身短裙时，脚跟靠近，脚尖分开呈“V”状或“Y”状;穿礼服或者旗袍时，可双脚微分。 坐姿 入座时动作应轻而缓，轻松自然。不可随意拖拉椅凳，从椅子的左侧入座，沉着安静地坐下。女士着裙装入座时，应将裙子后片拢一
下，并膝或双腿交叉向后，保持上身端正，肩部放松，双手放在膝盖或椅子扶手上。男士可以微分双腿(一般不要超过肩宽)，双手自然放在膝盖或椅子扶手上。 离座时，应请身份高者先离开。离座时动作轻级，不发出声响，从座位的左侧离开，站好再走，保持体态轻盈、稳重。 走姿 行走时应抬头，身份重心稍前倾，挺胸收腹，上体正直，双肩放松，两臂自然前后摆动，脚步轻而稳，目光自然，不东张西望。 遵守行路规则，行人之间互相礼让。三人并行，老人、妇幼走在中间。男女一起走时，男士一般走在外侧。走路时避免吃东西或抽烟。遇到熟人应主动打招呼或问候，若需交谈，应靠路边站立，不要妨碍交通。 二、交谈礼仪 态度诚恳，表情自然、大方，语言和气亲切，表达得体。谈话时不可用手指指人，做手势动作幅度要小。谈话者应保持一定距离。在公共场合男女之间不要耳鬓厮磨，与非亲属关系的异性避免长时间攀谈、耳语。 对长辈、师长、上级说话要尊重，对下级、晚辈、学生说话则注意平易近人。同时与几个人谈话，不要把注意力集中在一两个人身上，要照顾到在场的每一个人，注意听取对方的话。 不可出言不逊、强词夺理。不可谈人隐私，揭人短处。不可背后议论他人，拨弄是非。不说荒诞离奇、耸人听闻的事，不搞小广播。
Business negotiations etiquette Abstract Business etiquette is a manifestation of mutual respect of conduct in business activities. Core business etiquette is an act of criteria, used to constrain all aspects of our daily business activities. The central role of business etiquette is to reflect the mutual respect between people.As business leaders identity negotiators, in business negotiations should follow the etiquette of negotiations three elements that focus on instrumentation demeanor, attention to language arts, to comply with etiquette disciplines. In the event a successful business negotiation, negotiation etiquette is not necessarily comply with the success of the negotiations decision criteria. If you violate negotiations etiquette, but it will cause a lot of unnecessary trouble, even be a threat to reach an agreement Key words:Business etiquette Business negotiations Business negotiation, which means refers to negotiate in social life, the parties to meet their needs and safeguard their own interests, the two sides properly carried out to solve a problem. Business negotiations, is the negotiation of a transaction for the realization of active buyers and sellers of goods or services on a variety of trading conditions The role of business etiquette in business negotiations 1.Regulate behavior in business dealings, people interaction, interaction, mutual cooperation. If you do not follow certain norms, the two sides on the basis of lack of collaboration. Among the many commercial specifications. Etiquette can make people understand what should be proud of what not to do, what to do and what not to do, and help determine the self-image, respect for others, to win the friendship. 2.Etiquette is an information transfer information, this information may be expressed by respected, friendly, sincere and so emotional, so that people feel warm. In business activities. Proper etiquette can get each other's goodwill, trust. Thus helps to develop their career. 3.Promote feelings in business activities, along with in-depth exchanges. The
A Study on International Commercial Etiquette and Its Significance 商务礼仪及其意义研究 学号： 身份证号： 姓名： 院系：外语学院 专业：XXXXX 年级：2008级 指导教师：xxx
CONTENTS (TIMES NEW ROMAN 小三号加黑加粗) INT RODUCTION (1) CHAPTER ONE ABCCCCCCCC (7) 1.1 Abc (7) 1.2 Abc (8) 1.3 Abc (9) CHAPTER TWO ABCCCCCCCC (11) 2.1Abc (11) 2.2Abc (12) 2.3Abc (13) CHAPTER THREE… CHAPTER FOUR… …CONCLUSION………………………………………………………. REFERENCES………………………………………………………
内容摘要 当今世界，各国之间交流频繁，礼仪之论不再局限在国内，而成了国际交往需要重视的问题。同时，不可否认的是因为各国价值观念，文化，历史背景的不同，在礼仪实践中也存在差异。没有一个统一的标准，这些差异，只有一些约定俗成的东西，大家都基本认同，在交往中共同遵守。所以从事国际交流，国际商务的人，不论是政治，经济，文化，军事哪个领域，对这些礼仪都要熟悉。 国际商务和涉外工作也已经不再是少数人的专利，而是成为越来越多人的职业选择。在这个“以人为本”的时代，如何在跨文化的交流中，尽可能地尊重他人，又充分维护自己的尊严，是一项非常重要而具有挑战意义的事情，而国际商务礼仪就是市场竞争和国际商务大环境中人们必备的一门知识。 本文对商务礼仪进行了明确的界定,对商务礼仪的内容与归属、特征与原则、功能与操作进行了系统的阐述,较为详细地论述了商务介绍与问候,迎送礼仪,宴请规则,谈判礼仪以及柬书礼仪,同时阐明了国际商务礼仪对于商务人员的重要意义。 Abstract Nowadays different nations communicate frequently. Etiquette is becoming an imp ortant issue, which is not confined only in the domestic affairs. At the same t ime, the values vary from nations to nations, so does the practice of etiquette. There is not an acknowledged standard and it is only a set of established rule s which are obeyed by all the people. Therefore, a business man should be famil iar with all the protocols in all fields, such as politics, economics, and cult ure and military.
中西方商务礼仪对比 在涉外商务活动中,由于中西方不同的价值观、时间观、饮食观 以及语言习惯等造成了商务礼仪差异。那么现在干货资源社小编就 来说一下中西方商务礼仪对比。 打招呼 打招呼是日常生活中最为平常的事情,但就是这司空见惯的小事 也能反映出中西方文化的大差异。在我国,熟人碰了面相互问一 声:“吃了吗?”“上哪去?”“今天不用上班呀?”这本是中国人最 熟悉也是最平常的打招呼的方式,但如果你拿这些“套话”与西方人 打招呼,外国人一定会感到奇怪,甚至会产生误解。因为这些“套话”对于西方人来说全部是期待对方给与答复的真正问题,而不是打招呼 语或 。 称谓 称谓方面，在汉语里，一般只有彼此熟悉亲密的人之间才可以“直呼其名”。但在西方，“直呼其名”比在汉语里的范围要广得多。在西方，常用“先生”和“夫人”来称呼不知其名的陌生人， 对十几或二十几岁的女子可称呼“小姐”，结婚了的女性可称“女士”或“夫人”等。在家庭成员之间，不分长幼尊卑，一般可互称 姓名或昵称。在家里，可以直接叫爸爸、妈妈的名字。对所有的男
性长辈都可以称“叔叔”，对所有的女性长辈都可以称“阿姨”。 这在我们中国是不行的，必须要分清楚辈分、老幼等关系，否则就 会被认为不懂礼貌。 在西方，人们见面时喜欢直呼其名，这是亲切友好的表示，纵 使交谈之初可能互相用姓称呼，但过一会儿就改称名字。而在中国，人们很喜欢被称为某某经理，某某总裁，因为这是身份与地位的象征。但在西方，人们很少用正式的头衔称呼别人，正式的头衔只用 于法官、高级政府官员，军官，医生，教授和高级宗教人士。值得 注意的是，西方从来不用行政职务如局长、经理、校长等头衔来称 呼别人。另外，在与人交谈时，切不可谈及个人的私事，诸如年龄、婚姻、收入、信仰等等。看到别人买的东西不可问其价格;如果看到 别人回来，也不能问他去哪儿了或者从哪里来，否则就会遭人厌恶，西方人常用“鼻子伸到人家私生活里来了”这句话来表示对提问人 的轻蔑。而在中国，人们对个人隐私的界限远没有这么深刻，人们 并不会在意别人对自己的生活作一般了解。 相互交谈 在社交场合难免要交谈,在我国,人们在一起聊天多半会谈到家庭,婚姻,孩子,经济收入等问题,这正是中国人所谓的拉家常,这些话 题能缩短人们之间的距离,使人有亲切感。而在西方国家人们忌讳谈 论诸如家庭婚姻经济收入等话题,在西方人看来这些都是私人问题, 是privacy“不足与外人道也”。在和西方人交谈时我们还应该注
北京理工大学珠海学院 学期课程论文 论文题目：浅谈中西商务礼仪差异对外交的影响 学生姓名郑钺 学号120301091017 专业会计学 学院会计与金融学院 指导教师姓名祝铭 2015年 11 月 03日
浅谈中西商务礼仪差异对外交的影响 摘要 商务礼仪是在长期商务活动中人们不断积累而形成的一种惯用形式和行为准则。它在商务合作活动中起着非常重要的作用。由于不同国家间文化传统的差异，世界上各个国家的商务礼仪文化也是既有其国际性，又有其民族性。不同的文化传统必然会导致不同的商务礼仪，商务活动中，要实现更加有效的交际，就必须了解中西商务礼仪的差异。 本论文本文将从文化层面上，着重从价值观、时间观、饮食观、语言习惯及非语言习惯等方面对中西商务礼仪的差异做出系统的分析。分析以儒家道家思想为核心的中国和以基督教为核心的西方在商务文化上存在的差异，研究产生中西商务文化礼仪差异的原因以及在中西在商务文化交流的异同。了解不同文化间的差异，减少或消除因文化差异而引起的误会、摩擦和冲突，对有效地从事国际商务活动、提高国家外交效果具有十分重要的现实意义。 关键词：中西方、商务文化、礼仪，差异、外交
目录 第一章绪论 (1) 1.1研究的背景材料 (1) 1.2提出的问题 (2) 1.3写作的目的与意义 (2) 第二章文献研究与评述 (3) 2.1国外的相关理论 (3) 2.2国内的相关理论 (3) 2.3评述 (4) 第三章研究方法与设计 (5) 3.1研究方法 (5) 3.1.1文献研究法 (5) 3.1.2调查问卷法。 (5) 3.1.3设计问题 (6) 调查问卷 (7) 文献综述 (12)
商务礼仪英文书籍 书名：商务礼仪英语杨文慧等编出版社：中山大学出版社内容简介本书针对我国商务交际礼仪的资料不多，且资料的专业性、实用性不强的现状，为适应日益丰富的商贸活动的需要，向从事对外经济贸易的工作者、教师和学生奉献此书。本书为适合各阶层读者的需要，在文字上力求简短、通俗、易懂，并配以中英文对照、注释，方便读者结合工作和实际进行学习、掌握和运用。 《国际商务礼仪英文教程》由九章构成，涵盖了国际商务活动礼仪的方方面面，内容丰富多彩，文字流畅易懂，是一本适于经贸类专业学生学习英语的好教材。 内容简介 《国际商务礼仪英文教程》从服饰仪表、见面问候、拜访接待、西式宴请、面试礼仪、办公室礼仪、电话礼仪、书信礼仪等方面入手，介绍跨文化交际中的基本礼仪常识。所介绍的知识力求全方位覆盖具有普遍性的国际商务礼仪规则，并在此基础上注重交际细节和文化差异;信息量充足、语言难度适中。集合了数位编者在“国际商务礼仪”课程的一线教学实践中积累的宝贵经验，也参照了Emily Post和杨俊峰教授等中外礼仪专家的诸多著作或教学成果。全书的教学可设54学时，其中讲授36学时，实践18学时，也可以根据实际情况增加或减少学时。 《商务礼仪指南》 作者 (美国)佩吉波斯特(Post.P.) (美国)彼得波斯特(Post.P.)
内容简介 正确的商务礼仪并不是死板的“规矩”，它是以考虑周到、尊重他人和诚实的方式在商业活动中对待他人。人们对穿着牛仔裤上班已经习以为常，但这并不意味着人们对礼仪已漠不关心。无论你所处的工作环境是正式的或非正式的，良好的人际交往能力绝对是你获得事业成功的必要条件。在各种商务场合中得体和正确的礼仪，不但令同事愉快，合作伙伴信任，还会帮助你与商业伙伴建立起广泛、牢固的合作关系，推动大家奔向共同的目标。 谁都免不了出错，不是没有及时回邮件，就是不小心飙出一句脏话。但这些错误可能无伤大雅，对吗?在言行举止上，我们真的需要做到尽善尽美吗?不客气地说，我们确实需要如此。 佩姬波斯特(Peggy Post)和彼得波斯特(Peter Post)重新编写了其祖辈埃米莉波斯特(Emily Post)的经典著作《商务礼仪指南》(The Etiquette Advan 社会习俗在飞速改变，家庭与办公室的界线愈发模糊，即使最精通礼数的人也时常感到困惑。因此，礼仪指南这类题材经久不衰，比如中世纪，人文主义者伊拉斯谟1520xx年曾为男孩写过一本礼节指南的书，其中包括不乱动、不挠痒等细节。“礼仪小姐”和波斯特家族等礼仪专家持续受到信任和追捧。《石板》(Slate)杂志“亲爱的普鲁登斯(Dear Prudence)”以及《金融时报》“亲爱的露西(DearLucy)”等专栏也层出不穷。 在当今办公环境中，恼人琐事依旧屡见不鲜。比如，你的邻座打开一份怪味四溢的便当，你的同事对着手机怒吼……你该如何应对这些情况?职场规则不断改变，难道这意味着基本的礼仪标准也随之发生变化? 其实不然。波斯特家族在书中这样总结：“良好的商务礼仪并非是一套亘古不变的‘规矩’。事实上，多数人所说的商务礼仪只不过是一些常识，比如要考虑
武汉纺织大学外经贸学院 商务礼仪（小论文）课题名称： 完成期限： 2013年10月01日至 2013年10月31日 学院名称外经贸学院专业班级工商管理21102 学生姓名江津学号 1014221075 指导教师陈晓燕指导教师职称副教授学院领导小组组长签字
绪论 (1) 一、商务礼仪的内涵 (2) （一）礼貌 (2) （二）礼节 (2) 二、中西语言文化差异 (3) （一）中西方礼尚交往的区别 (3) （二）不同文化背景下的商务礼仪 (3) 三、中西方文化背景的差异 (3) （一）交际语言的差异 (4) （二）餐饮礼仪的差异 (4) （三）中西方服饰礼仪的差异 (4) 结论 (5) 参考文献 (6)
绪论 中国一向是礼仪之邦，礼仪对每个中国人来说是非常重要的，无论是会见亲朋好友或者是在人与人的打交道上，都离不开礼仪。礼仪被认为是一个人道德修养的表现，一个人若毫无礼仪可言，那么他在学习或工作时都将不会很顺利，因为没有人愿意和这样一个人相处。如今随着世界经济的发展，特别是全球经济一体化的不断形成，各国间的联系加强，商务往来增多，如何才能在众多企业中脱颖而出，除了需要卓越的能力外，还要掌握有效沟通及妥善人际关系，建立良好优雅的企业形象，此时，商务礼仪便起到了一个十分重要的作用。商务礼仪顾名思义就是商务活动中对人的仪容仪表和言谈举止的普遍要求，体现了人与人之间的相互尊重，同时也约束了商务活动中的某些方面。而在商务往来中，任何一个表现都可能会导致意想不到的结果，也许是一块手表，也许是一顿晚餐。学习商务礼仪最主要的是可以提高个人的素养。比尔盖茨曾讲过，企业竞争，是员工素质的竞争，进而到企业，就是企业形象的竞争，教养体现细节，细节展示素质。可见一个人的素养高低对企业的发展是多么重要啊！其次是为了交际应酬，因为商务活动中毕竟是离不开这个的，在不同的交往活动中我们会遇到不同的人，而面对不同的人怎样进行交往也是一门艺术，如何让人感到舒服，却又没有拍马屁的嫌疑是非常关键的。最后便是有助于维护企业形象。在商务交往中，个人便代表了整体，个人的所作所为，一举一动，一言一行，就是企业的典型活体广告。 1
Abstract Business etiquette, a behavior science, is the norms in the business activities, , which plays an important role in the business communication .understanding Chinese and western etiquette and their distinctions is of great importance in promoting international business exchanges. With the changing role China played in the international exchanges, we communicate and cooperate frequently with foreigners . It is the notable position that makes us have a more normative and courteous criteria in the international business communication, especially in the business activities with westerners. This thesis ,from the international business etiquette , lays emphasis on the comparison between Chinese and western business protocol, it mainly described the general definition of business etiquette, characteristics of business etiquette, embodiment in business interactions, influencing factors (Cultural factors) of Chinese and western etiquette and the relevant solutions of the differences. The thesis let us comprehend and receive different stages of Chinese and western business etiquette , “recognition—understanding—comprehension ”,through lots of examples, aiming to help us to apply these theories into practice. The consequence of this study shows that in order to avoid the misunderstandings in business activities, especially in international business exchanges, not only should we know some basic business norms, but also we need to understand the distinctions of business etiquette mainly caused by different cultures profoundly. Key words : business etiquette norm business exchange
竭诚为您提供优质文档/双击可除商务礼仪英文参考文献 篇一：国际商务礼仪论文 论文题目浅谈商务拜访礼仪 【摘要】我国改革开放不断深化，伴随着经济市场的竞争不断加强，各公司各企业的对外联系越来越频繁，商务拜访变成了商务活动中，最必不可少也最平常的一种往来方式。商界人士通过相互联系往来，促进了解，建立情谊。但是传统生硬的往来方式并不能在这个日新月异的环境中获得立 足之地，商务活动中的商务拜访，也不仅仅是单纯的“你来我往”。而很大程度上，需要企业企业之间，个人与个人之 间建立起友善融洽的合作伙伴关系。虽然在交往活动中要维护各自利益，但是也要有“人情味”，这样才能获得竞争中 的一席之位。商务拜访是商务应酬礼仪的一个重要组成部分，是企业公司商务活动的重要环节。恰当周到的商务接待礼仪，适时有度的商务拜访可以更协调地沟通与客户的关系。 【关键词】商务拜访，社交礼仪，接待应酬 目录
综述 ----------------------------------------------------------------2 一.拜访前的准备 -----------------------------------------------------2 ? （一）外部准备 ------------------------------------------------------2 ? （二）内部准备 ------------------------------------------------------3 二.拜访时的礼节 -----------------------------------------------------3 （三）.商务拜访中的举止礼仪常识 -----------------------------------6 ? 四．结论 ---------------------------------------------------
中西方商务礼仪的差异及其形成原因 随着我国改革开放、经济发展的步伐日益加快，国际贸易活动增加，从事国际商务交际的人员与各国商人们的往来也因此日益频繁，商务礼仪的作用也日趋重要。但中西方商务礼仪有很多的不同，其主要原因便是文化上的差异。为了更好地进行商务活动，我们有必要对此进行深入的学习。 中国是四大文明古国，中华民族是唯一传承千年文明的民族。中国的商务礼仪，始于夏商周，盛于唐宋，经过不断地发展变化逐渐形成体系。西方社会，是欧洲古代文明的继承者。经过中纪的黑暗，最终迎来了文艺复兴，并孕育了资本主义和现代文明，产生了现代科技和文化。中国人和西方人生活在不同的文化背景之中，在风俗习惯、宗教信仰、思维方式、道德观、价值观等方面存在很大的差异。作为两种不同的社会文化及其环境下生长的人们来说，各自表现出商务礼仪也各有不同。随着东西方交流的增多，彼此都受到对方文化的影响。以下，我们将探究中西方商务礼仪差异的形成原因。 中西方文化差异——商务礼仪差异的根本原因 在中国的文化概念中，人生的价值往往体现在其社会价值之中，总是把个人或者自我放在社会关系中去考量，否定个体的自我主体性，人生的意义常常与“忘我”或者“牺牲”相联系。追求的是这一种群体和谐的，稳定的伦理道德社会。同时中国文化崇尚天人合一，文化中无不表达着对大自然的敬畏。由于相比个人更加注重整体，所以在个体上并不会有太多的计较，在文化中则表现得随意和包容，在事务处理中也更加倾向于感性。 西方文化从本质上看是个体文化。西方文化主要特征是具有个体性特性，其核心问题就在于西方强调个体自由度的发挥。所以西方文化可称之为“个体文化”。由于过于关注自身，其文化具有明显的独立性，难以包容其它文化。同时自工业革命后的快速发展，西方人十分看重科学，从而在处理方式上更加倾向理性，对自然表现出来的也更多是征服，故而其文化拥有强烈的侵略性。 商务礼仪的差异（以服饰、饮食为例） 正所谓“十里不同风，八里不同俗”，中西方文化的发展态势有所不同。中国文化中整体上来看，属于一种静态文化、一种家国文化。由于中国所处地理环境较为优越，可以长期居住生产，便使得种族快速发展、安居乐业。居安而不思流动，促使静态的文化模式发展。家族繁衍、代代相传，家族纽带越来越复杂，尊老和祭祖现象就必然在这样的发展模式下产生，家族观念、宗法制度也就逐渐形成并根深蒂固了。所以说，中国为什么叫家国，因为家就是国、国就是家，家和国仅仅是规模上的差别，因此中国人有着浓厚的“统一”观念。于此，这种静态文化和家国文化直接促成了中国仁、孝、礼、信为核心的贵和尚中的中庸思想。而西方文化则在很大程度上与此相反，自古小国寡民，流动与城邦之间，冲突不断，甚至女人也要走上战场。
美国商务礼仪英文 【篇一：商务礼仪美语 business etiquette】 lesson 001 - introduction on etiquette 礼节美语001讲 ann. 陈豪刚从大学毕业就在北京的一家美国公司找到了一份工作。 今天他收到一张通知，可是里面有一个词他不懂，他只知道让他去 参加一个什么训练班。所以他就去请教公司里的美籍华人mary 。 (office ambience) c：excuse me, mary, 请问通知上这个词是什么意思呀？e-t-i-q-u- e-t-t-e。 m：oh, etiquette, 原来是法文，意思是礼节。 c: 噢，原来是要我去参加礼节训练班。mary，这词是怎么发音的？m：e-ti-ket。q-u是发k的音，而不是发q的音，e-ti-ket。 c：我们来公司工作，又不是来社交，为什么要讲礼节呀？ m：etiquette is very important to business。一个公司的雇员对 客户是不是很客气，有礼貌，这对经营有很大关系。 c：具体地说，这儿说的etiquette指些什么呢？ m：etiquette is a set of rules that allow us to interact with others in a civilized manner。 c：以文明的方式对待别人的一些原则。 m：具体地说就是treating other people with courtesy and respect and making them feel comfortable with you. c：嗯，(若有所思地) 对人要有礼貌，要尊敬别人，还要让人觉得和 你在一起很自如。 这没问题，im always polite and courteous to others。 m：但是，训练班讲的是西方礼节 - western etiquette，和中国的礼节还不完全一样，因为两国有文化差异。 c：这礼节还有文化差异？我得去训练班听听再说。 ****** c：嗨， mary，我的训练班结束了，你那天说的文化差异一点也没错。 m：听起来训练班好像让你开窍啦？ c是啊。我那天跟会计室的那金发女郎聊天，聊得很愉快。结果我 问她多大年纪了，她一下子就变得很不高兴，支支吾吾没有回答就 走了。 m：asking someones age is offensive to an american.
1 专 业 实 习 报 告 系（部）名 称： 外语系 学 生 姓 名： 邓欣 实 习 名 称： 浅析中国与西方社会商务礼仪差异 实 习 时 间： 2016年2月1日-2016年3月1日 指 导 教 师： 孟妍 专 业 班 级： 英语(商务管理)3班 二○一六年三月四日
跨文化视角下的中国与西方社会商务礼仪差异 摘要：随着全球经济联系日益紧密，中国与西方国家之间的商务合作日趋紧密。在不同的文化背景下，国人与国外的商务人员在价值观及商务行为礼仪方面存在很大的差异，因在于外国人产生文化交际前，需有良好的文化包容力。商业礼仪包括了语言、表情、行为、环境、习惯等等，相信没有人愿意因为自己在社交场合上，因为失礼而成为众人关注的焦点，并因此给人们留下不良的印象。由此可见掌握商务礼仪在商业交往中就显得非常必要了。所以，学习商务礼仪，不仅是时代潮流，更是提升竞争力的现实所需。本文在跨文化视角下，对中国与西方国家的价值观方面，商务语言和商务非语言进行比较，以便更好的了解与进行商务活动。 关键词：跨文化交际；商务礼仪；价值观；语言差异；行为差异 一、价值观的差异 西方的整个社会文化观念中，社会是围绕着个人这个核心，个人价值是其人生价值的最终体现，推动社会进步的动力也是个人为追求自身利益得以实现。所以，在西方，人们往往将自身利益摆在最高的位置上，信仰的是自由主义及利己主义，自身有追求其物质及精神利益的权利及自由。然而在中国整个社会文化体系里与西方国家社会十分迥异，社会价值是其人生价值的最终体现，人的价值往往都是放在整个社会关系中去衡量，否定个人的物质利益及精神享受，“牺牲”、“忘我”等这类词语往往与人生意义联系在一起。所以，在中国，人们所向往的是伦理道德的社会图景及和谐稳定的社会关系，个性的弘扬是在确保国家或集体利益的前提下才能被肯定。由于价值观是决定人的思维方式及行为方式，因此，价值观差异是商务礼仪存在差异的根本性所在。 商务礼仪是长期以来不同地区的人们在商务活动中形成的一种行为准则。不同国家由于不同文化背景、价值观以及民族主义等的差异，商务礼仪也是既有其国际性，又有其民族性。以儒家、道家思想为核心的中国和以基督教为核心的西方在文化上存在的巨大差异，就必然导致中西方商务礼仪千差万别。就中美两国而言，中美商务礼仪行为中价值观念的差异主要表现在2个方面。第一，中国人的面子观念比西方人要强。馈赠礼物是商务活动中的一项重要环节。在中国，送礼时十分重视礼物的价值。礼品越贵重，就越说明对于对方的尊重，而在美国，对于礼品的价值不像我们那么看重，一般认为礼品包含的意义更重要。于此同时，中国人在做事情时，首先考虑别人会怎么看，怎么说，这就导致了中国人重面子，做了不合身份的事是有失脸面的。而在美国，他们极端崇拜个人主义，做事以自我为中心。第二，中国人着重关系（Relationship Focus），美国人着重交易（Deal Focus）。在商务活动中，中国人乐于感情投资，投其所好，送点小礼物，或通过宴请对手，在推杯换盏中边吃边谈，为了是建立友好关系，以便建立长远的相互信任；而美国人在商务谈判中喜欢开门见山，他们愿意在第一次会见的时候就能得到口头承诺。在会谈中，中国人喜欢停下来或者保持沉默，而美国人习惯了集中精力，速战速决。[1] 二、中国与西方国家商务礼仪行为中商务语言语用差异 2
中外商务礼仪差异浅析 【摘要】跨文化商务沟通中，非语言交际起着举足轻重的作用，它涵盖了体态语、商务礼仪，以及时空安排等多方面内容，体现了跨文化商务沟通中人的价值取向和行为准则，发挥着独特的社会语用功能，但不同文化下的非语言交际存在着很大的差异。本文对此进行了分析，为商务活动顺利进行提供参考。 【关键词】商务沟通；礼仪意义；差异 【ABSTRACT】In cross-cultural communication, nonverbal communication plays an important role. It covers many aspects, such as body language, business etiquette, and time and space arrangement, which reflects the value orientation and behavior criterion, which plays a unique social pragmatic function, but there is a great difference between different cultures. This paper analyzes the analysis and provides a reference for the business activities. 【KEY WOEDS】Business communication：Ceremonial significance：Difference 礼仪是人际交往过程中，对他人表示尊重和友善的行为规范和惯用方式。通过书面文字传情达意是人类的一种重要交际方式，自然必须遵守礼仪规范，也有一套约定俗成的惯用方式，这些规范和方式即为文书礼仪。 一、礼仪的意义 1.礼仪：我国传统文化的重要组成部分在我国纷繁绚丽的文化宝库中，
竭诚为您提供优质文档/双击可除商务礼仪在国际贸易中的运用 篇一：商务礼仪在外贸谈判中的作用 商务礼仪在外贸谈判中的作用 交通运营111301施凌风 一、文化差异的体现 文化一般是指人类社会历史实践过程中所创造的物质 和精神财富的总和，包括一个社会特有的风俗、习惯、信仰及社会结构。简单地讲，文化就是社会实践和信仰的总和。文化具有民族性。文化的内容通过民族形式的表现，映射出鲜明的民族色彩。由于中西方地理位置不同，历史发展和社会制度也不一样，所以制约着人类整个活动过程的文化规则也存在很大的差异，主要体现在以下几个方面： 1.体现在语义的不同 含义是词的隐含的附加的意义。据《新编韦氏大学词典》，含义即“一个明确指称或描写的事物之外的暗示的含义”。 也就是说，词的含义不同于它的字面意义—基本的和明显的意义。对于从事对外商务活动的人来说，要正确地掌握并运
用英语词语的真正含义，以免在对外商务活动中令人贻笑大方甚至引起误会和不快。例如，dragon（龙）这个词，在汉语中“龙”是伟大、吉祥的化身。但在英语中dragon却是凶恶、残忍的象征。再例如old（老）一词，在中文中“老”表达尊敬的概念，如老祖宗、老爷爷、老先生的等，年龄越大、资格越老也就越受到别人的尊敬。但在西方人眼中，old 是“不中用”的代名词，它们不喜欢别人说自己老，把年龄作为个人极为重要的隐私看待，尤其是女士。同样的一件事，不同的文化背景，看法大相径庭。中国入蔑视狗，有“狗腿子”、“狗东西”、“癞皮狗”、“狗仗人势”、“狗眼看人低”等之说。西方人则欣赏狗的勇敢和忠诚，对狗的赞誉也不胜枚举，如“aluckydog”（幸运儿）、”Loveme，lovemydog.”《爱屋及乌》以及“everydoghashisday．”(凡人皆有得意日)等等。 习语是某一语言在使用过程中形成的独特的固定的表 达方式不仅言简意赅，而且形象生动，妙趣横生。由于中西方地理、历史、宗教信仰、生活习俗等方面的差异，英汉习语产生的背景和深刻寓意也不尽相同。首先，习语的产生与人们的劳动和生活密切相关。比喻花钱浪费，大手大脚，英语是spendmoneylikewater，而汉语则是“挥金如土”。英语中有许多关于船和水的习语，在汉语中没有完全相同的对应习语，如tokeepone’sheadabovewater（奋力图存)，
商务礼仪英语中英文对照 篇一：商务礼仪中英对照 Etiquette for Business Dinner Your image matters, especially when you’re in a business environment. Whether you’re going to a business lunch with your peers, recruiters, clients or partners, you need to make sure you behave appropriately. We’ve put together this handy guide, with tips gathered from the business etiquette, to help make sure that someone call you out at your next business meal. Before the Meal餐前礼仪 ◇Shake hands with all present at the table. If necessary, introduce yourself. Concentrate on remembering your host/hostess’s name. 与到场的客人握手
致意，如果需要，介绍一下自己。努力记住男女主人的姓名。◇Remain standing until host sits.在主人落座之前保持站立。 ◇Place your napkin on your lap after everyone is seated and after your host has moved his/her napkin.在所有人落座之后，主人展开餐巾，这时你也可以将餐巾展开平铺在膝盖以上部位。 ◇Don’t ask the waiter to explain everything on the menu; you will annoy others and appear indecisive.不要让侍者为你一一讲解菜单上的菜品，这样会招人讨厌而且显得你缺乏主见。 ◇Let the host take the lead when ordering; this will give you an idea of what to eat. If the host isn’t first in line to order, then ask for his/her recommendation.点餐时让主人先点，这样也可以给你一个参考。如果主人不是第一个点餐的，那么你可以让他给你推荐。 ◇Don’t order the most expensive