论个人主义与集体主义对中美商务谈判的影响

随着中国经济的发展，中国对外贸易的形势也越来越好，美国做为经济第一强国，与中国的经济交往也日益密切。中美商务谈判做为促进合作，加强交流的必不可少的环节，其重要性也不言而喻。自从1980年霍夫斯戴德对跨文化进行深刻的研究后，很多学者都从霍夫斯戴德对文化的五个维度，权力距离，不确定性规避，集体主义与个人主义，男性化倾向与女性化倾向，长期取向与短期取向对中美商务谈判进行研究。本文作者认为，在文化对商务谈判的影响中，集体主义与个人主义对商务谈判的影响最大，文化的其他维度也都包含在集体主义与个人主义影响之下。本文通过对集体主义与个人主义的分析，指出其对商务谈判在谈判小组结构，决策差异，谈判目标和谈判风格等方面的影响，并给出一些可行性意见，以便更好的指导商务谈判人员，达到谈判目的，促进中美合作。

关键词：个人主义; 集体主义; 商务谈判; 人际关系
The Influence of Individualism and Collectivism on Sino-US Business Negotiation
Abstract: With the development of Chinese economy, the situation of foreign trade is getting better and better. The USA is known as the strongest country in the world and shares a tight connection with China not only politics but also in economy cooperation. We all know that cooperation can not go without negotiation. There are so many issues to be talked and discussed. However, people from different countries do have different cultures and sometimes the culture could even be opposite to each other. When it comes to Sino-US business negotiation, it is very necessary to talk about the cultural values of the two countries.
    A lot of studies have been made on the influence of culture dimensions from the perspectives of Hofstede's research since 1950. Those are power distance, individualism and collectivism, masculinity and femininity, uncertainty avoidance, long-term or short-term orientations. The author of this thesis holds a view that among the five dimensions of culture, there is no doubt collectivism and individualism have the most important influence on people's behaviour and thinking. Besides, the influence of individualism and collectivism covers the influence of some other dimensions of culture. Therefore, the author gives an introduction about how individualism and collectivism of American and Chinese influence business negotiation from four aspects: different team organization, decision-making difference, signing a contract and reaching a long-term goal and negotiating style.These differences derived from their cultural values. The different traditions and the different developing backgrounds lead to the two opposite values. If the negotiators do not know the meanings of the expressions in their counterparts’ culture, there would be misunderstanding which might lead the negotiation fail. Thus, at the end of the thesis, the author comes up with some suggestions for both Chinese and American negotiators in order to better guide business negotiation and ensure it goes successfully.

Key words: Individualism, collectivism, business negotiation, personal relationship

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