面子观差异对中西方商务谈判及其风格的影响

Abstract
With the further development of reform and opening up and coming of global economy age, Sino-Western trade and economic cooperation has increased significantly. Negotiations as indispensable activities for promoting economic exchanges are becoming more and more important. Negotiation styles as the most important factor which influences business negotiation process and consequence was concerned.
Face consideration is one of the most important parts of culture. The difference between China and the western countries, in different perspectives of face often brings about understanding difficulties in business negotiations. Based on the face theories by Brown and Levinson, this thesis makes a further and detailed study. Firstly, the thesis analyzes and compares the understandings of face between China and the western countries. Then, the thesis makes a brief introduction of the style of business negotiations concerning some typical western countries which have more economic cooperation with China. Next, the thesis explains the arguments from the following aspects: face and culture, face and relationship. The analyses show that face consideration exerts significant impact on business negotiation and styles from many dimensions. Lastly, according to a great deal of information, I propose some suggestions.

Keywords:  face consideration  business negotiations  negotiation styles 
cultural differences
摘要
随着改革开放的深入，以及全球化的经济时代的来临，中西贸易往来与经济合作日益增长。商务谈判作为促进经济交流的必不可少的活动，重要性日益突出。商务谈判风格作为影响商务谈判以及结果的一个重要因素也尤为值得关注。
面子是文化的一个重要组成部分。由于中西方对面子观的不同理解，给商务谈判造成一定的交流困难。本文在布朗列文森等人对面子观研究的基础上，进一步深入细致研究。首先分析对比了对中西方面子观的理解。然后对几个与中国经济合作较为频繁的典型的西方国家的商务谈判风格进行了简介。接着从面子与文化，面子与关系的角度进行了分析。分析表明面子会从多个角度对商务谈判及其风格有影响。最后在查阅了一些资料后就商务谈判及其风格提出了一些建议。

关键词: 面子观；商务谈判；谈判风格；文化差异

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