论文总字数：37599字

摘 要

本论文主要研究的是在如今全球化的大势之下,跨文化交流对企业以及个人的深远影响。这其中主要包括的跨文化自身的重要性，跨文化对商务英语学习的影响以及两者之间紧密的联系，通过分析在商务活动中文化差异所造成的不良后果来重点突出商务活动对跨文化交流的依赖性，尤其是在作为一名商务英语专业学生的时候，跨文化交流学习对我们人格上的影响，以及深入探讨作为一名商务英语的学生，应该如何培养跨文化交际能力。

关键词：跨文化交际；商务英语学习；能力培养

Contents

1. Introduction 1

2. Literature Review 1

3. The Importance of Cross-cultural Communication 2

3.1 In terms of individual communication and corporate cooperation 2

3.2 In terms of cultural fusion and transmission 6

4. The Influence of Cross-cultural Communication on Business English Learning 6

4.1 On the level of thinking patterns 8

4.2 On the level of values 8

4.3 On the level of body language 9

4.4 On the level of context 10

4.5 On the level of business negotiations 10

5. How to Develop Business English Majors’ Cross-cutural Communication Ability 11

5.1 Establishing the awareness of cross-cultural communication 11

5.2 Improving cross-cultural communication skills 12

5.3 Solving the problem of cultural differences 13

5.4 Cultivating students’ empathy 13

6. Conclusion 14

Works Cited………………….……………………………………………...16

1. Introduction

With the development of economic globalization, gradually frequent communication and connection between different countries has happened. The so-called cross-cultural communication refers to the process of people from different cultural backgrounds engaged in communicative activities and communicating with each other.

The intuitive understanding of business English is the English applied to the business scene. It is a language designed to make life suitable in the workplace, covering all aspects of business activities.

Cross-cultural communication is not carried out in a vacuum, it is always affected by certain social, political, economic, cultural and other environmental influences. Different cultural atmosphere create a variety of outlook on life values. And these cross-cultural influence on business English learning must face cross-cultural problems. Therefore, cross-cultural communication is an important research topic in Business English learning. (Feng 153)

2. Literature Review

As an important factor of business English learning, cross-cultural communication is well-developed in world community. However, in China, there also exists a shortage of talents who are good at both English and International trades. Recently, an increasing number of high schools and universities in China have added business English courses to foster talents who specialize in more than one field. Admittedly, due to China’s increasingly important international status, It’s particularly essential for students to learn International trade through cross-cultural communication.

The traditional business English teaching mode is ‘business plus English’. The students who are trained lack the awareness of intercultural communication. Although their language ability is quite strong, the pragmatic ability is rather weak. In the specific business practice, they will unconsciously resort to the language rules of the mother tongue, expressing habits, ways of thinking and even values to express one"s own thoughts. Once pragmatic mistakes appear frequently, cultural collisions and conflicts are very likely to occur among business negotiation. Pragmatic failures have been pointed out by Thomas. (Hall 12) He said, ‘As long as the meaning of the words perceived by the speaker is different from the meaning understood by the hearer.’ This is a pragmatic failure." Nature He believes that pragmatic mistakes are not the mistakes in the use of language when we are cautiously choosing words and making sentences, but the mistakes in the untimely speech, or the inappropriate way of speaking and the expression of unfamiliar habits, which will lead to the inability to achieve the expected expression effect.

3. The Importance of Cross-cultural Communication

The difference between cross-cultural communication and ordinary communication lies in a word ‘cross’, because both sides of communication have different cultural backgrounds. In cross-cultural communication, however, owing to mutual differences in their cultural background, habits and customs, misunderstanding and even conflict among speakers often appear because they do not understand the customs and etiquette of other countries. Therefore, learning the cultural etiquette and customs of different people in various countries has become an important content that can not be ignored in cross-cultural communication activities. On top of this, cross-cultural communication needs the appropriate etiquette of both sides to serve as a bridge to connect. Whether we can successfully carry out cross-cultural communication in communication activities, the most important point is that you have a certain knowledge of cross-cultural etiquette.

3.1 In terms of individual communication and corporate cooperation

In our cognition, on one hand, intercultural communication is really important for personal communication, especially for international students who study abroad independently. Here is a example. A young Japanese students came to the United States, and he was overwhelmed by the cordial reception he was given. He said, “ The American people are wonderful. They are so warm, so friendly- much beyond my expectations”. (Xu 256) However, The phenomenon is not always optimistic like this. In 1960, the American anthropologist Oberg proposed the concept of cultural shock, which refers to the disability of a person when entering an unfamiliar cultural environment due to the loss of familiar social communication symbols and means. If things continue this way, doubt, rejection and even fear may appear in their hearts. When those international students come to a foreign country and have a short-lived sense of freshness, they will inevitably encounter cultural conflicts and generate psychological fluctuations due to different living habits and educational levels. Loneliness and helplessness, anxiety and mental stress together with certain learning and life pressures may make them feel homeless and helpless, ultimately lose confidence and abandon their academics.

Besides, the success of a company depends not only on his ability to produce, but also on his cultural capacity. In international business, it also depends on his cross-cultural communication ability. Cross-cultural awareness is equal to direct economic benefits. If a company wants its products to have a place in the international market and wants to make the most profit in other countries and regions, then in addition to superb economic, technical and management levels, a deep understanding of the target country’s culture is of great importance. Specifically, due to the huge differences in people"s ideas and behavior in different cultural backgrounds, various contradictions appear in international business, affecting the stable development of multinational corporations. For international business, cross-cultural communication is one of the most important factors affecting its development. Dealing with cross-cultural communication issues is to ensure the healthy development of international business. However, in international business communication, only theoretically studying cultural differences between countries can not truly bridge cultural differences, nor can it reduce the bad influence of cultural differences in international trade exchanges. Therefore, it is necessary to understand the cultural differences between countries from the practice exchanges and truly feel the details of cultural differences.

Imagine the following situation. When an American company wants to import a batch of iPhone case in China, its design is set by the seller. If you are the chief designer of the exporter, what factors will you design? Preferences, patterns, colors. In fact, these are all cultural differences in the end. Take this as example, if you want to make a digital phone case based on the number, then you need to understand the different views of numbers people prefer in Western culture. In most Western countries, “13” is an unlucky number because some Christian traditions have it that at the Last Supper, Judas, the disciple who betrayed Jesus, was the 13th to sit at the table. He betrayed Jesus to the Jewish authorities and this made Jesus to suffer a lot. And there are 13 people who attended the final dinner, the date of dinner coincided with the 13th, and “13” brought suffering and misfortune to Jesus. Since then, “13” has been considered as a symbol of misfortune and has become synonymous with betrayal. But In Chinese culture, “4” is not auspicious, because its homonym is “dead” and “7” is regarded as a lucky number by most Westerners, especially the British and Americans, thus “lucky 7” exists. The meaning of “7” by westerners is similar to our Chinese people"s blind love for “6” and “8”. In reality, the Boeing company"s aircraft models are mostly related to the number “7”, such as 717, 727, 737, 747, and so on.

If the buyer asks for a color-based mobile phone case, then we can"t take it easily too. For example, at the wedding, Chinese people are generally dressed in red, and they think it represents zeal, enthusiasm, while westerners wear white purified wedding dresses. Many traditional Chinese seniors cannot accept it because they believe that it is only necessary to wear a white at a funeral. On the contrary, the West believes that red symbolizes brutality, bloodshed, radicalism, violent revolution, and carnality. For example: the red roles claw; red revenge; a red revolution; a red waste of his youth; a red light district. Similarly, in China, green means that your lover has betrayed you, but in Western culture, green is the life color of plants. It symbolizes youth and vitality. For example: in the green; a green old age; green recollection, keep the memory green. But green also means naive, no experience, for example: as green as grass; At the same time, it also symbolizes envy, such as the green-eyed monster; green with envy.

On top of these, in today"s era, religion is an inevitable thing. It is a force of faith, but at the same time it also brings tremendous destructive power, making people become sensitive and suspicious. In the international communication, we must pay attention to it. The mentioned above is only for Western countries. If your buyer comes from a country in Africa or Latin America, then what has been mentioned above will be not suitable. Therefore, cases should be analyzed respectively.

In addition to what has been mentioned above, business reception is the primary part of business activities, receptionists usually try to express their enthusiasm and hospitality at this moment. However, they sometimes ignore the differences between cultures and express in their native language. Without transforming thinking, they usually directly say in the target language to the other party. For example, when the receptionists of China meet foreign partners at the airport , they will shake hands and say, “ you must be very tired after such a long trip, we will take you to the hotel directly.” We Chinese are familiar with this sentence because we know the enthusiasm and hospitality implied in it, which fully expresses our Chinese enthusiasm with such thoughtful arrangements. While foreign investors may feel a little confused and embarrassed, some may even feel a little displeased: How do you know I am tried? They may ask themselves in the hearts. In their eyes, they may expect to express their personal feelings of this nice journey. But what is surprising is that this topic, which has not been unfolded, has been quickly blocked by the first sentence of the receptionists’ hospitality.

Business banquet is also one of the important parts of business international events. Deeply influenced by the traditional Chinese self-humility thoughts, although the table is filled with mellow wine and delicious food, we still think it is of great necessity to be modest, so we said, “ Today, the dishes are not good, please forgive me.” If people in English-speaking countries heard your apology, they will feel extremely confused. On the one hand, they would think that such a hearty meal should not be said to be poor foods. This kind of self-deprecating politeness seems obviously too far-fetched. On the other hand, they don"t understand that the hosts always want their guests to eat well. Since the dishes are not good, why should this bad food be served? So at the beginning of the meal, you should say "Bon appetite" or "Enjoy yourself" in English. At the end of the banquet, sometimes gifts may be exchanged. At that point, the question arises again. "Please accept this small gift." is a kind of politeness that Chinese people usually use. It means a little gift is at heart. But sometimes the gift is not just a ‘small’ gift at all. However precious and valuable it is, Chinese still say the same words. While the thinking habits of the British and Americans are: This is a gift specially prepared for you, I hope you like it. So, this sentence should be, “This gift is for you. I hope you will like it.”

As a result, It can be obviously seen that without cross-cultural communication, international business may encounter many difficulties, or even worse, their projects might be difficult to move on. Therefore, those involved in international transactions, especially foreign trade companies and multinational companies, must put cultural exchanges at the forefront.

3.2 In terms of cultural fusion and transmission

If we notice cross-cultural communication in our daily personal communication and corporate business negotiations, then it will have a profound influence on our true cultural integration. In this way, we can broaden our horizons, enhance our inclusiveness, accept all kinds of people in a non-discriminatory manner, and respect each other"s religion, beliefs, culture and language.

For those bad habits that need to be innovated or abolished, we can unite and improve together. For example, some primitive tribes have just removed the bad habits of eating people within 100 years. Some religions still have physical torture to punish those who do not follow their rules. So only countries can learn from each other, realize the differences between cultures and possess a correct view of right and wrong about culture can they maintain their identity while seeking commonality. To treat culture, we must absorb the essence and remove the dross. Only in this way can the essence of culture be passed down for a long time and benefit the world community forever.

4. The Influence of Cross-cultural Communication on Business English Learning

At present people come to realize that if we known little about cross-cultural communication, there will be many conflicts when we use business English. Different ways of communication affect business activities. Language communication can usually be judged by context. Chinese language is a kind of high-context culture, while English belongs to a kind of low-context culture. Taking dignity and other factors into consideration, Chinese people will usually not directly express their ideas and views. For others’ requirements, they will also not directly refuse. Only through the indirect euphemistic way may Chinese implicitly express their views on the premise of not harming the other side as far as possible. This requires a deeper understanding of the “implication” on both sides of the communication.

And the Western low-context culture pays attention to the directness of language. Under this circumstance, in the cultural exchanges between the Chinese and western sides, there is bound to be a different understanding of the context, and there must exist barriers in the cross-cultural communication.

The different cultures of China and the west also make great differences in the way of thinking between the two sides. For example, on one hand China pays more attention to image thinking, while Western countries pay attention to abstract thinking. On the other hand, Chinese culture pays attention to comprehensive thought, while Western culture pays attention to analytical thinking. Chinese believe that everything in the world has a close connection and should pay attention to the integrity of things. And the western countries pay attention to the individuality of things, they also attach importance to the separation of Heaven and man. They believe that human is the subject of the world, while the world is the object, and there is an independent existence between subject and object. Therefore, under the collision of the two modes of thinking, both sides in the process of communication will inevitably produce a certain difference.

The view of moral law also affects cross-cultural communication in business English differently. In the Chinese cultural concept, people think that litigation is detrimental to the image. So people may endeavor to avoid fighting even at the expense of certain interests. But in the Western cultural concept, defending their rights and interests through the appeal is the full embodiment of personal value, which is not related to moral standards. There is an ancient saying in China that goes “Does not wash your dirty linen in the public” Chinese people often feel shamed if their trouble was exposed under the sunlight, which flies in the face of the western people to some degrees.

4.1 On the level of thinking patterns

Westerners’ way of thinking focuses on rationality and objectivity. For example, if westerners see a river, they will consider the river as an objective one and then analyze it, such as where the river comes from, why there is river water, and why it has a certain direction and then define it. Once defined, the word "river" has a certain meaning.

The thinking of the orientals is a sensible thinking. When they see the river, what they think is the continuous flow of river water, just like the years, it never goes back. So Confucius lamented his littleness before the vast ocean. He saw the river flowing to the east, and thought that life would be like a river: it must have a certain destination. It never stops its steps. We must be as hard as the river, and bravely march towards our own destination by persistence.

4.2 On the level of values

First, the concept of time is different. People in Western countries generally have a strong sense of time (France is an exception), while the Middle East and Latin American culture of time concept is much weaker. (Ma 53) To Japanese, as long as the goal can be achieved, then the time is relatively secondary. In business activities, in order to establish a long-term, solid and sound relationship of cooperation, the two parties will devote a lot of time to building friendships and promoting mutual feelings. As a result, the randomness and flexibility of time is relatively strong.

The second is that the concept of equality is different. The concept of equality in Western countries is to place both buyers and sellers on an equal footing and they believe that both sides should make corresponding profits. Therefore, they usually make fair distribution of profit. And the Orientals are deeply influenced by the concept of customer first, so the seller will tend to unconditionally obey the buyer"s wishes. Consequently, the profit is more favorable to the buyer.

Thirdly, there is the difference between individual consciousness and collective consciousness. Chinese emphasize the sense of collective consciousness and advocate that the state and collective interests prevail over personal interests. Benefits should be placed under national and collective interests. Paying much attention to personal interests is a sign of selfishness. However, Western culture advocates self-consciousness and personal struggle, if the country and collective interests are placed above the personal benefit, it will be regarded as the failure of human rights.

4.3 On the level of body language

Body language is an indirect communication. When language is impracticable, body language shows its importance. However, the body language of each country is different, and the same posture may have different meanings in different cultures.

The “Okay” gesture, expressed in the United States is very good, and in France, it means “0”or “meaningless”. So in business activities, it is necessary to understand the use of caution. Here are some typical examples. In the USA, people greet each other with a handshake on a formal occasion and at the same time, the handshake must be firm. (Ma 54) Friends may place a hand on the others’ arm or shoulder. Some women usually greet a friend with a hug in the United States. For Americans, thumbs-up means yes, very good, or well down. Thumbs-down means the opposite. To call a waiter, raise one hand level and above to show you want the check, make a movement with your hand as if you sign a piece of paper. In France, you should shake hands every time you say “Hello” and “Goodbye”.

Space is also an important factor we need to focus on in our interactions with others. Men in Russia, France and Arab countries kiss each other when they meet, but men in China or Australia shake hands instead of kissing. People from English speaking countries do not touch each other. If you touch an English person, you should say “sorry”. People in Arab countries like standing closely to another person when they are talking, but English people must keep a distance away when they have a talk. In some Asian countries such as Thailand, you must not touch the head of another person. In Arab countries, you eat with the fingers of your right land because the left hand is not used at all. In parts of Asia you can not sit with your feet pointing at another person.

In a word, when you use a foreign language, it is very important to know the meanings of gestures and movements in the foreign country. Following the customs will help your communication with people and make your stay there much more pleasant and comfortable.

4.4 On the level of context

It is well known that cultural differences can also lead to diversity in the way languages are spoken. Language can be divided into two modes, a high context and a low context. The characteristics of high-context language are implicit, concealed and indirect. High-context countries are mainly distributed in Asia and Latin America, such as Japan, China, North Korea, South Korea and Mexico. However, the low context is characterized by frankness, clarity, and directness, mainly distributed in the United States, Germany, Switzerland, Northern Europe and so on. Here is an example. Amy and Bernic are neighbors. B’s daughter always practiced the piano until late at night, seriously affecting A’s rest, so A knocked on the door of B.

A: Did your daughter start to learn the piano? I am envious of you, because you can be proud of her talent. You must hope that she will become a future pianist. I am very impressed by her enthusiasm for playing the piano: every night, she practiced the piano so carefully until late at night.

B: Oh no, she’s just a beginner. Sorry, we didn’t realize that you could hear her piano. I’m sorry to disturb your rest late at night.

From this case, we understood the overtones of Amy’s words.

If you are still confused about the context, here is an obvious example. We Chinese people usually like to say, “Tonight, we will meet in the old place.” But Westerners will make clear that: “At 8 o"clock this evening, let us go to the cinema to watch a movie.”

4.5 On the level of business negotiations

However, too much attention to cultural differences can sometimes lead to embarrassment. For example, when a Chinese person visited a foreign friend, the host asked, “Would you like something to drink?” The guest said very sincerely, “I am not thirsty, so I don’t need it. But after a few minutes later, the host still brought a cup of warm water, and said, "PLEASE DRINK. DO NOT BE MODEST," and the guest refused "I really don"t need it." The host asked very puzzledly, "Do you Chinese people like to say antiphrasis? You always say ‘NO’ when your hearts longs for something I treat you according to your habits and culture." The guest listened and laughed, awkwardly replied: "I come your house as a guest, I know each other"s culture is different, so I just seriously refused your water according to your Western tradition." In the end, the two laughed, but they never predicted that too much attention to accommodate each other"s culture incur a joke. From this case, we have come to the conclusion that mutual respect is necessary, but it cannot be over-constrained, otherwise, it may be self-defeating. Especially in today’s China, where the overall national strength is growing, it is not necessary to obey the instant time change when a meeting is in progress according to those westerners’ request. Therefore, we must grasp the degree of mutual accommodation. So, the two sides can negotiate in advance, or they can take a step back.

5. How to Develop Business English Majors’ Cross-cultural Communication Ability

Business English learning is not only the study of English, but also the study of business. Most Business English learners need to participate in the business negotiations, business exchanges related to the work.

5.1 Establishing the awareness of cross-cultural communication

In the face of China"s opening to the outside, a good economic development, exchanges and negotiations with other countries have become something that a rising power must be endowed with. There is an inseparable relationship between culture and language, and the emergence and development of language can promote the inheritance and development of human culture. In conclusion, cross-cultural communication awareness is the key to learn business English well and enable business English learners to become business English applying talents.

In practical education and learning, teachers should guide students to understand the current global economic situation, so that students can understand the importance of cross-cultural communication. On top of this, students themselves should be in accordance with the current economic and employment situation to make a certain study plan, establishing a strong sense of cross-cultural communication. Only when they do this can they promote their own cross-cultural communication competence and business English applying ability of the common promotion together.

5.2 Improving cross-cultural communication skills

Under the current situation, the Education Department should make clear the importance of business English and deepen the teaching reform of business English. This paper analyzes the fundamental causes of cultural differences in English learning. In view of this, we should comprehensively analyze the root causes of the weakness of cross-cultural communication in business English education in the past. Relative department must implement reform in the teaching contents and methods of business English, introduce educational contents and resources in line with the development needs of the present era, change the scripted teaching methods of the past and eventually create an atmosphere full of business negotiation where students simulate and experience it, finding out the problems from the practise and then address them.

In the course of practical education, in addition to cultivating and promoting students’ cross-cultural communication awareness, guiding students personally to understand foreign culture is equally important. We should also introduce new teaching methods such as network teaching, obtain more educational resources and expand students’ vision. Nowadays, the two-way exchange of overseas students between China and other countries is fierce, and therefore some universities can cooperate to hold cross-cultural exchange meetings of business English so as to actively learn English and enhance their cross-cultural communication skills.

5.3 Solving the problem of cultural differences

To improve cross-cultural communication competence, it is necessary to fundamentally solve the problem of cultural differences and establish a new concept of modern business English teaching. In the long run, we would realize the goal of training the ultimate English applying talents. The new teaching content, teaching method and teaching idea are the important guarantee and support of business English cross-cultural communication. While solving the problem of cultural differences, making students systematically understand the differences and infiltration process of different cultures is the fundamental way to improve the quality of business English teaching and the quality of students " learning. (Peng 64-66) The main reasons that affect cultural differences, such as growing environment, geographical environment, climate, humanities, history, belief differences and thinking differences, which need to penetrate in business English teaching, letting students understand these differences and guiding students to treat these differences correctly with an enlightened attitude.

In today"s economic and cultural globalization, student should take the initiative to understand foreign culture, which is not only to help the choice of their own career in the future, but also effectively enhance cross-cultural communication competence on the basis of understanding cultural differences. The better the ability of business English effectively embodied, the greater service can we offer to our committee and society.  In a word, the combination of cross-cultural communication and business English learning is an inevitable trend of national and economic development, it is also the key of future development in the field of education.

5.4 Cultivating students’ empathy

The concept of empathy was originally proposed by the German philosopher Vischer. It is expressed in German as "Einfuhlung", which is mainly used to analyze the artistry of works in aesthetics, to express a phenomenon that people"s inner feelings project actively on the things they see. Later, after a series of observations, Carl Rogers concluded that empathy is to understand the experience of another person in the world as if you were that person. But at the same time, you always remember that you are different from him; you just understand the person, not become him. Empathy also means letting the person you sympathize with know that you understand him.

Ed. Neukrug, a senior counselor, summarizes the following ways to develop empathy. The first is reflecting nonverbal behavior; the second is reflecting deep feelings; the third is pointing out conflictive feelings and thoughts; the forth is using analogies and the last one is using targeted self-disclosure. (Shang 73-76) Likewise, In cross-cultural conversations, we need to respond to foreigners in a way that matches both in personal and business approaches. But when we communicate with foreigners, besides oral communication, we can also make great use of body language, which can shorten the distance between us in the shortest time. When someone tells you that you understand what he means, and then communicate happiness or sadness by analogy with yourself, thus your empathy is greatly enhanced. This example corresponds to the second and fourth and fifth methods.

Everyone of us will face contradictions and conflicts, especially in negotiation and communication. In this case, we are required to use the third method to bravely point out the targeted problems and ideas. Here is an example. Party A requests a "colorful black", while Party B issues this requirement on the Internet and then it becomes a hot spot in an instant. However, in the meantime of humor, we must reflect the essence through this case. Its essence is communication. Although the requirement put forward by Party A is unreasonable, but if the two sides strengthen communication before cooperation and clarify specific requirements, they will not make any irony.

6. Conclusion

Cross-cultural communication competence plays an important role in business English learning. English, as a worldwide language, usually serves as a communication bridge on many occasions. Cross-cultural competence in business English activities can enhance the sense of identity and inclusiveness between different cultures, thus drawing the distance between the two sides, enhancing communication effect and improving efficiency. Therefore, cross-cultural communication competence is bound to play an inestimable role in business activities. (Huang 259)

To sum up, with China"s foreign trade, cross-border commerce becoming more and more frequent, international economic exchanges are also increasing. Business English, as a language of communication, is also playing an increasingly important role. The study of cross-cultural communication helps us to understand the cultures of other countries in the world and helps to achieve real communication among people of other countries. When we really realize the organic connection between business English and cross-cultural communication, we can win a place in the field of international business.

Works Cited

Hall, Edward T.. The Silent Language. Praeger Publishers Inc.1980.

Varner, Iris amp; Linda Beamer. Intercultural Communication In the Global Workplace. New York: McGraw-Hill/ Irwin. 2004.

冯敏：《跨文化交际理论视角下商务英语语用能力培养策略研究》. 《外国语文》，2014，30（01）：53-156.

[Feng Min. “Research on the Cultivation Strategy of Business English Pragmatic Competence from the Perspective of Intercultural Communication Theory”. Foreign Language 2014, 30 (01): 153-156. ]

黄冠：《对商务英语教学中的跨文化交际能力培养方法探讨》. 《民营科技》，2013（11）：259.

[Huang Guan. “Discussion on the Training Methods of Cross-cultural Communication Ability in Business English Teaching”. Journal of Private Technology 2013 (11): 259. ]

马淼：《浅谈跨文化与商务英语学习的关系》. 《都市家教》，2013（4）：53.

[Ma Miao. “Talking about the Relationship between Cross-cultural communication and Business English Learning”. Journal of Urban tutor 2013 (4): 53. ]

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