商务语境下文化冲突实证式研究

随着经济全球化的快速发展，各国间商务交流日益密切。商务交流不仅是彼此间经济的交流，更是不同文化的碰撞。商务交流中出现的文化冲突越来越受学者的关注。然而，迄今为止，多数学者或企业家都是基于对前人提出的基础理论进行分析并提出在商务交流中应注意的问题或应对的技巧，缺乏相关的实证式研究与分析，并且各项研究多集中于企业管理者的管理角度或商务英语的教学方法上的研究，对于从事跨文化商务交流的个人的借鉴和启示相对较少。本文通过对从事不同领域的外贸业务员进行访谈分析，寻找出商务语境下的文化冲突的表现形式。通过探究其原因，发现价值观和思维方式的不同是主要因素。藉此为通过在商务交流过程中遇到类似情况的公司业务员或个人找出有效的应对策略。
本论文共分为五部分：第一部分介绍相关的研究背景，研究目的和意义。第二部分提供了相应的理论框架。对文化差异，文化冲突和跨文化交流进行详细介绍，并阐明了彼此间的关系，有利于读者理解和分析。第三部分的实证研究以3位外贸业务员为对象，进行了各种途径的访谈。第四部分，基于移情理论，对于被访谈者案例进行了分析，并提出用移情理论来避免商务交流中的文化冲突。最后一部分对全文进行了总结，提出应承认不同文化间的差异性，增强跨文化意识，并合理运用移情理论在商务交流中获利。

关键词：商务交流；文化冲突；实证研究；移情理论
Empirical Study on Cultural Conflicts in Business Context

Abstract: Owing to the rapid development of economic globalization, business communication between countries all over the world is increasingly close. However,  business communication isn't just economic exchange, it's also a clash of cultures. More and more attention has been taken into cultural conflicts which occur in business context. Nevertheless, so far, most scholars or entrepreneurs' researches are based on the predecessors' theories. And most of the studies focused on views of enterprise management. For people who are engaged in cross-cultural business communication, the reference and inspiration are relatively rare. Therefore, this thesis interviews some foreign trade salesmen who are in different fields, and analyses the cases that they experienced, and concluded that there are three manifestations when it comes to cultural conflicts in business context. When exploring the reasons the author finds out core value and way of thinking count a lot. In view of these, the author tends to find effective solutions for foreign trade salesman when they meet similar situation in the process of business communication.
  The thesis is divided into 5 parts: The first part provides a panoramic view of the background as well as the purpose and significance of the research. The second part presents the theoretical framework, introducing the basic definitions of cultural difference, cultural conflict, cross-cultural communication. The third part is an empirical study which takes three salesmen who engaged in foreign trade in two different areas as the research objects. Based on Empathy Theory, the cases are analyzed and discussed in the fourth part. The author also puts forward that we should use Empathy Theory to avoid cultural conflicts. The last part draws a conclusion of the research, and provides some suggestions, acknowledging the differences are rationality between different cultures, enhancing our intercultural consciousness and taking both cultures into consideration.

Keywords: Business Communication; Cultural Conflicts; Empirical Study; Empathy Theory

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