《跨文化商務溝通的範式研究：實踐的理論精要》是2015年清華大學出版社出版的圖書，作者是劉永強。
基本介紹
- 書名：跨文化商務溝通的範式研究：實踐的理論精要
- 作者：劉永強
- ISBN：9787302422594
- 定價：79
- 出版社：清華大學出版社
- 出版時間：2015.12.01
內容簡介,前言,目錄,
內容簡介
本書構建有效的跨文化商務溝通理論模型，討論企業商務戰略、巨觀社會文化、企業文化在構建企業溝通戰略中的作用與影響，研究語言與文化在信息編碼與解碼過程中的作用，以及溝通中的有效語言策略和模糊語言策略。同時，本書結合理論模型，提出了有效的跨文化行銷溝通戰略、廣告溝通戰略和談判溝通戰略，並提供了提高溝通效率與效果的技能和方法。
前言
Today’sglobalcitizensoperatebusinessandmanagementendeavorsonaglobalscale.Globalizationgeneratesanincreasingdemandforeffectivecommunicationindiverseculturalcontextsandchallengestherelevanceofcultureinoperatingbusinessesintheglobalvillage.Communicationdifferencesareapparentinmanyscenarios.Expatriatesofinternationalorganizationsoperatingabroadadopttheirnativeculturalvaluestomotivateemployeesofforeigncultureswithanentirelydifferentperspective.Theyuseoneculture’smotivestomovepeoplefromothercultures.Inglobalmarketingcommunication,thecommunicatorsusevaluessystemsoftheirnativeculturetodevelopadvertisingforothercultures.Theyusecategorizationsofoneculturetodescribeothers.Suchdivergenceinattitudes,perspectivesandprioritiesofsuppliers,andcustomerswithdifferentculturalbackgroundshaveledtomanyprojectfailuresininternationalorganizations.Anin-depthunderstandingofculturalbackgroundsandthepotentialimpactoncommunicationofthepeopleoneisinteractingwithcanincreasetheprobabilityofbusinesssuccessamonginvestors,managers,entrepreneursandemployeesoperatingindiversecultures.However,effectivecrossculturalbusinesscommunicationneedstorecognizeandadoptaninterdisciplinaryperspectiveinunderstandingtheculturalforces(Leung,K.etal.,2005).Therefore,weneedamultidisciplinaryparadigmtocarryoneffectiveandsuccessfulbusinesscommunicationinourcontemporaryglobalvillage.
IampleasedtoreadthebookmanuscriptbyDr.YongqiangLIU,myformerPh.D.student,whohasundertakenmorethantwentyyearsofpractice,teachingandresearchoncrossculturalbusinesscommunication.Drawingfromhisrangeofexperiences,heintegrateshisinsightsonbusinessandcorporatestrategy,languageandculture,legalregulations,marketingandadvertising,andnegotiationintoacomprehensiveparadigmforcrossculturalbusinesscommunication.Buildingonthebasictheoriesofbusinesscommunication,hisdiscussiononthecriticalrelationsbetweenbusinessstrategyandculture,relationsbetweenlanguageandculture,marketingandadvertisingcommunicationacrossculture,andcrossculturalnegotiationgreatlyextendsourunderstandingofthelinkages.Hiswell-definedframeworkonthecomplexitiesofbusinesscommunicationwillbeofvaluefromacademicandpracticalperspectives.Theframeworksuccessfullybridgesthegapbetweenbusinessfunctionalareas,culture,languageandstrategieswithanoverarchingparadigmtointegratemultipledisciplinesintoasystematicframework.Moreover,hisin-depthdiscussiononeffectivelylinkingculturalvalueswiththeapplicationoflanguagetocarryoutbusinessfunctionsfromdiverseculturalperspectivesshouldbeofvaluetobothfirst-timeandexperiencedcrossculturalcommunicators.
Theinterdisciplinaryapproachofthisbookisuniqueandcapturesthecomplexityoftheinterrelationshipsbetweencommunicationelements.Ibelievethatreaderswillappreciatetheusefulnessofsuchanintegratedviewofbusinesscommunicationtoeffectivelylinkrelevantdisciplinesinanoverallparadigm,whichhelpsthemtosurpassbusinessstrategies,culture,andlanguagebarriersinglobalcommunication.Theframeworkenlargesourunderstandinganddescribestherealityoftoday’sbusinesschallenges.Thisbookisagoodchoiceforacademicresearcherstodiscoverinstructiveinsights,anditisalsoaworthwhileguideforpractitionerswhoseekcrossculturaladviceforoperatingbusinessonaglobalscale.Theparadigmoffersessentiallinksbetweenmeaningandactionthatwilldefinetherelationshipbetweenbusinesspartners.Havingreadthisbook,Iamsuretheinitialculturalshockinbusinesspartnershipsmayturntoculturalconvergenceandmutualunderstandingamongglobalbusinesspartners.
ShumingZHAO,Ph.D.
ProfessorandDean
SchoolofBusiness
NanjingUniversity
People’sRepublicofChina
目錄
Chapter1DefiningaParadigmforBusinessCommunicationacrossCultures1
1.1 DefinitionofCommunication.2
1.1.1 DefinitionbyTraditionalChineseCulture.2
1.1.2 DefinitionsbyModernWesternScholars.3
1.2 PurposesandPrinciplesofCommunication.5
1.2.1 PurposesofCommunication.5
1.2.2 PrinciplesofCommunication.6
1.3 ElementsofCommunication8
1.3.1 Communicators:Sender-Receivers8
1.3.2 MessagesandCodes.8
1.3.3 Channels—MediaMix.9
1.3.4 FeedbackafterDecodingtheMessages10
1.3.5 Noise—BarriersforEffectiveCommunication10
1.3.6 Setting—ContextDependency.11
1.4 AParadigmforBusinessCommunication11
1.5 ContextofBusinessCommunication:GlobalBusinessEnvironment.13
1.5.1 ABriefIntroductiontoGlobalBusinessEnvironment.13
1.5.2 DevelopingStagesofGlobalBusiness.15
1.5.3 DefiningGlobalBusinessActivities—GlobalMarketEntryModes.16
1.5.4 TheLatestDevelopmentofGlobalEconomy—GlobalCapitalism18
1.5.5 DefiningcrossCulturalBusinessActivities.20
1.6 ContextualElementsofBusinessCommunication.21
1.6.1 IndirectEnvironmentalFactors:InternationalandDomesticContext.22
1.6.2 DirectEnvironmentalFactors—OrganizationalContext24
1.7 AConceptualParadigmforBusinessCommunicationacrossCultures.26
1.7.1 DisciplinesInvolved.26
1.7.2 Variablesselected.27
1.7.3 ConstructingaConceptualParadigmforBusinessCommunicationacrossCultures28
1.8ReviewandDiscussion.29 Reference.30
Chapter2OrganizationalStrategiesandCommunicationStrategies32
2.1 DefinitionandCategoriesofStrategies32
2.1.1 DefinitionofStrategies.33
2.1.2 CategoriesofStrategies33
2.2 CorporateStrategies34
2.3 BusinessStrategies.35
2.4 InternationalCorporateandBusinessStrategies36
2.4.1 BasesforDevelopingInternationalStrategies36
2.4.2 DrivingForcesforInternationalStrategies37
2.4.3 Porter’sModelofInternationalStrategies38
2.5 AnIntegratedModelofInternationalCorporateandBusinessStrategies.39
2.6 RelationsbetweenStrategiesandCommunication.40
2.7 CommunicationStrategies41
2.7.1 DefinitionofCommunicationStrategies41
2.7.2 Intra-OrganizationalCommunicationStrategies42
2.8 FrameworkforInter-organizationalCommunicationStrategies45
2.9 CommunicationStrategiesBasedonBusinessandCorporateStrategies.47
2.9.1 GlobalInformationLeadershipStrategyforCommunication47
2.9.2 PersuasiveCommunicationStrategyforNationalDifferentiation48
2.9.3 CommunicationStrategyforDialoguebetweenCultures49
2.9.4 CommunicationStrategiesforConstructingConsensusbetweenCultures50
2.10ReviewandDiscussion.50 Reference.50
Chapter3Culture,OrganizationalCultureandCommunicationStrategies52
3.1 DefinitionsandElementsofCultures.52
3.1.1 DefinitionsofCultures.52
3.1.2 ElementsofCulture53
3.2 DimensionsandTheoreticalFrameworksofCultures54
3.2.1 CulturalFrameworks:KluckhohnandStrodtbeck.54
3.2.2 CulturalFrameworks:TrompenaarandHampden-Turner.57
3.2.3 CulturalFrameworks:GeertHofstede58
3.2.4 CulturalFrameworks:Hall.63
3.2.5 CulturalFrameworks:CulturalDimensionbyGLOBEScholars64
3.3 OrganizationalCultures65
3.3.1 DefinitionofOrganizationalCulture66
3.3.2 TypesofOrganizationalCultures.67
3.3.3 LevelsofOrganizationalCulture68
3.4 RelationsbetweenCulturesandInternationalStrategiesofOrganizations70
3.4.1 CulturalInfluenceonStrategy-Making70
3.4.2 CultureDeterminingCognitionofExternalOpportunityandThreats.71
3.5 OrganizationalCultureDeterminingInternalStrategicSelection72
3.6 CulturesDeterminingFormulationofInternationalBusinessStrategies.75
3.7 CulturalElementsofInternationalBusinessStrategies75
3.8 CulturesSynergizingOrganizationalGrowthStrategies77
3.8.1 CulturesSynergizingOrganizationalGrowthStrategies77
3.8.2 MatchbetweenCulture,BusinessStrategiesandPerformance.79
3.9 AFrameworkofStrategiesforBusinessCommunicationacrossCultures79
3.9.1 EthnocentricCommunicationStrategy.79
3.9.2 PolycentricCommunicationStrategy.80
3.9.3 RegioncentricCommunicationStrategy.80
3.9.4 GeocentricCommunicationStrategy80
3.10 CultureDeterminatesCommunicationStylesandLanguageStrategies.81
3.10.1RoundaboutStyleofCommunication81
3.10.2Explanation-FirstStyleCommunication82
3.10.3Detail-FocusCommunicationStyle83
3.10.4CulturalInfluencesonJapaneseCommunicationStyle83
3.11 CultureandCommunicationStrategiesforBuildingBusinessRelations.84
3.12ReviewandDiscussion.88 Reference.90
Chapter4Language,CultureandcrossCulturalCommunicationStrategies92
4.1 FunctionsandStructuresofLanguage93
4.1.1 FunctionsofLanguage.93
4.1.2 StructuresofLanguage.95
4.1.3 DefinitionsofBusinessCommunicationacrossCultures:LanguagePerspective96
4.2 RelationsbetweenLanguageandCulture96
4.2.1 LanguageReflectingEnvironment.96
4.2.2 LanguageReflectingCultureRealityandValues.97
4.2.3 CulturalImplicationsofLanguage.98
4.2.4 LinguisticRelativityandSapir-Whorfhypothesis.105
4.3RepresentationModeloftheWorldofExperience.106
4.4DynamicModelofLanguageandCulture107
4.4.1 LanguageProducesCulture108
4.4.2 CultureDeterminesLanguageStyleinCommunication109
4.5 RelationsbetweenCulture,LanguageandCommunication.111
4.6 ContextualFrameworkofCrossCulturalBusinessCommunication.112
4.6.1 FrameworkofRelationsbetweenTextandContext.113
4.6.2 HighContextandLowContextCommunicationOrientation114
4.7ContextandCrossCulturalBusinessCommunicationStrategies117
4.7.1 Task-CenteredandRelation-CenteredCommunication117
4.7.2 MediaSelectioninContexts.117
4.7.3 EffectivenessofWrittenandSpokenWords118
4.7.4 LanguageStyles119
4.7.5 DirectandIndirectCommunicationStrategies.119
4.7.6 CulturalImplicationsofRespondingStrategies.120
4.7.7 ExpressiveandInstrumentalStrategies121
4.8ReviewandDiscussion122 Reference.123
Chapter5LanguageStrategies125
5.1Co-operativePrinciples126
5.1.1 MaximofQuantity.127
5.1.2 MaximofQuality.127
5.1.3 MaximofRelation128
5.1.4 MaximofManner.128
5.2PolitenessPrinciples.129
5.2.1 TactMaximandGenerosityMaxim.130
5.2.2 ApprobationMaximandModestyMaxim.130
5.2.3 AgreementMaximandSympathyMaxim.130
5.2.4 TacticsofNegativeandPositivePoliteness.131
5.2.5 AdaptingPolitenessPrincipletocrossCulturalCommunication132
5.3LanguageStrategiesforMaintainingFaceinCommunication133
5.3.1 DefinitionsandCharacteristicsofFace134
5.3.2 SocialNeedsofFace135
5.3.3 PrinciplesforMaintainingFaceinCommunication.136
5.3.4 AModelofFacePracticesofChineseBusinesspersons138
5.4LanguageStrategiesforWrittenCommunication.141
5.4.1 LanguageStrategiesinLow-Context.141
5.4.2 LanguageStrategiesinHigh-Context.141
5.5LanguageFormalityincrossCulturalBusinessCommunication.142
5.5.1 CharacteristicsofInformalLanguage143
5.5.2 CharacteristicsofFormalLanguage144
5.5.3 ProperFormality:FormalorInformal144
5.6 VagueLanguageStrategiesforcrossCulturalBusinessCommunication.144
5.6.1 DefinitionofVagueLanguage145
5.6.2 FunctionsofVagueLanguagesincrossCulturalBusinessCommunication146
5.6.3 PragmaticVaguenessandOfferStrategies.149
5.7ReviewandDiscussion.150 Reference.151
Chapter6AParadigmforEncodingandDecodingMessages153
6.1AParadigmforEncodingandDecodingMessages154
6.1.1 StructuringtheParadigm155
6.1.2 MediaandChannelofMessages157
6.2RuleSystemsinVerbalCodes.158
6.2.1 VerbalEnvironmentinCommunication.158
6.2.2 RuleSystemsinVerbalCodes159
6.3EncodingRulesofNonverbalCommunication161
6.3.1 PrinciplesofNonverbalCommunication.162
6.3.2 NonverbalCommunicationIsCulturallyDetermined163
6.3.3 CommonNonverbalSignsinCommunication.163
6.4StrategiesforEffectiveBusinessPresentationacrossCultures.166
6.4.1 CulturalAppropriatenessofTopicsandSubjects.167
6.4.2 ProperBalancebetweenMessageTextandMessageContext168
6.4.3 AcceptablePresentationBehaviors169
6.4.4 ConvincingConversationalFormalities.172
6.5MessageTransforming:FromVisualtoVerbalMessages172
6.5.1 TypesofVisualAids.172
6.5.2 RulesforUsingVisualAids.173
6.6ReviewandDiscussion.174 Reference.175
Chapter7DiscourseStructuringStrategies.176
7.1DiscourseStructureAnalyses.176
7.1.1 ElementsofaDiscourse.177
7.1.2 Macro-StructureofaDiscourse178
7.2StructuringMacroDiscourses178
7.2.1 ConfigurationTheoriesandPerceptualPsychology.179
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7.2.2 Bottom-UpDiscourseStructuring179
7.2.3 Top-DownDiscourseStructuring.180
7.2.4 Intra-discourseStructuring:Coherence180
7.3DiscourseStructuringStrategiesforBusinessLetters181
7.3.1 DiscourseStructuringStrategiesforBusinessLetters182
7.3.2 LanguageRulesandStylesofBusinessLetters.184
7.3.3 AnalyzingLanguageandStyle:APractitioner’sPerspective191
7.3.4 DiscourseStructureofBusinessLetters.192
7.4DiscourseStructuringStrategiesforMemoranda.194
7.4.1 MessageEncodingRules194
7.4.2 AnalyzingaMemo:APractitioner’sPerspective.196
7.5DiscourseStructuringStrategiesforBusinessReports.197
7.5.1 MessageEncodingRulesforReports.197
7.5.2 ReportsStructuringProcess199
7.5.3 StructureandFormatofaReport.201
7.5.4 ClassificationofReports203
7.5.5 TransmittingReports203
7.6DiscourseStructuringStrategiesforEmail.204
7.6.1 EncodingRulesforEmailMessages204
7.6.2 FormatofEmailMessages.205
7.7ReviewandDiscussion.206 Reference.206
Chapter8MarketingCommunicationacrossCultures.208
8.1CommunicationEnvironment.209
8.1.1 Business,CorporateandMarketingStrategies209
8.1.2 CultureandLanguageContext.211
8.1.3 LegalContext.212
8.2AParadigmforcrossCulturalMarketingCommunication213
8.2.1 MarketingCommunication.213
8.2.2 MarketingCommunicationMix214
8.2.3 MarketingCommunicationObjectives.215
8.2.4 IntegratedMarketingCommunication215
8.2.5 StructuringtheParadigm217
8.3 AModelofcrossCulturalMarketingCommunicationStrategies220
8.3.1 StrategyforMarketingCommunicationofGlobalStandardization220
8.3.2 StrategyforMarketingCommunicationofTransnationalAdaptation221
8.3.3 StrategyforMarketingCommunicationofNationalDifferentiation221
8.3.4 StrategyforMarketingCommunicationofLocalAdaptation222
8.4CulturalCodesincrossCulturalMarketingMessages.223
8.4.1 CulturalCodesofProductsintheMessage223
8.4.2 TargetingCulturalCodesinConsumingBehaviors.226
8.4.3 BridgingtheCulturalCodesofProductsandConsumerBehaviors.227
8.5LingualCodesincrossCulturalMarketingCommunication.229
8.5.1 RelationsofLanguageandCultureReviewed.229
8.5.2 SemioticsinMarketingCommunication230
8.5.3 AConstructiveProcessoftheMeaningofSigns.231
8.6StrategiesforEstablishingBusinessRelations.232
8.6.1 GuidelineforAvoidingcrossCulturalMarketingMistakes.232
8.6.2 StrategiesforInitiatingandMaintainingRelationship.233
8.6.3 EncodingStrategiesforEstablishingBusinessRelations.234
8.7PersuasiveStrategiesandtheFunctionofSalesLetters240
8.7.1 TheManagers’OverallCriteriaforEffectiveSalesLetters.240
8.7.2TheManagers’ViewsontheBestSalesLetters.241 Appendix.245
8.8MessageEncodingStrategiesforMarketingPlans247
8.8.1 DefiningMarketingPlan247
8.8.2 MessageContentofaMarketingPlan247
8.8.3 MessageStructureofaMarketingPlan248
8.9ReviewandDiscussion.254 Reference.255
Chapter9AdvertisingCommunicationacrossCultures257
9.1CommunicationEnvironment.257
9.1.1 CorporateandBusinessStrategies.257
9.1.2 MarketingCommunicationStrategies258
9.1.3 CultureandLanguageContext.258
9.1.4 LegalContext.259
9.2AParadigmforcrossCulturalAdvertisingCommunication261
9.2.1 DefinitionofcrossCulturalAdvertisingCommunication261
9.2.2 DescriptionoftheParadigm262
9.3AModelofcrossCulturalAdvertisingCommunicationStrategies.263
9.3.1 GlobalStandardizationAdvertisingStrategy.264
9.3.2 TransnationalAdaptationAdvertisingStrategy265
9.3.3 NationalDifferentiationAdvertisingStrategy266
9.3.4 LocalAdaptationAdvertisingStrategy.266
9.4TheMessageCreativeStrategyforAdvertising.267
9.4.1 CulturalCodesofProductsintheMessage267
9.4.2 TargetingCulturalCodesinConsumingBehaviors.268
9.4.3 IntegratingCulturalCodesinAppeals269
9.5LingualCodesincrossCulturalAdvertisingCommunication.274
9.5.1 LingualCodesandCultureinAdvertising.274
9.5.2 MeaningTransferinLingualCodes.276
9.5.3 PragmaticsPresuppositioninAdvertising278
9.5.4 LingualStructureAnalysisofAdvertingSlogans280
9.5.5 AMixed-LanguageApproachtoCommunicatingAdvertisingMessages283
9.5.6 Non-VerbalCommunicationinAdvertising.283
9.6CrossCulturalAdvertisingCommunicationStyles284
9.6.1 BasicAdvertisingForms284
9.6.2 ComparativeAdvertisingCommunicationStylesinDifferentCultures.285
9.6.3 DifferentAdvertisingCommunicationStyles.286
9.7MediaStrategiesforAdvertisingCommunication.287
9.8MessageEncodingStrategiesforanAdvertisingPlan.288
9.8.1 MessageEncodingStrategies.288
9.8.2 MessageContent,FormatandStructureofanAdvertisingPlan290
9.9ReviewandDiscussion.292 Reference.293
Chapter10NegotiationCommunicationacrossCultures.294
10.1CrossCulturalNegotiatingEnvironment.294
10.1.1BusinessandCorporateStrategies295
10.1.2CultureandLanguageContext.296
10.1.3LegalContext.296
10.2CrossCulturalNegotiatingProcess298
10.2.1MakingEnquiriesandOffers.298
10.2.2DestructuralizingCultureandLanguageinOffers.300
10.2.3MakingFeedbacks:Count-Offers.300
10.2.4Agreement:Acceptances301
10.2.5SigninganInternationalBusinessContract301
10.3CulturalResponsiveStrategiesforcrossCulturalNegotiation302
10.3.1BasicFrameworksofNegotiatingStrategies302
10.3.2CulturalResponsiveStrategiesforNegotiation303
10.3.3 Information-SharingStrategiesforcrossCulturalNegotiation.304
10.3.4PowerStrategiesforcrossCulturalNegotiation.305
10.4NegotiatingStyles.306
10.4.1JapaneseNegotiatingStyles.306
10.4.2Sino-USNegotiationStyles307
10.4.3ComparativeFrameworkofSino-USNegotiatingStyles.307
10.4.4DifferentNegotiatingStyles:RussiansandArabians.311
10.5CommunicationStrategiesforNegotiationacrossCultures.312
10.5.1CommunicationStrategiesforNegotiatingwithChinese312
10.5.2 CommunicationStrategiesforNegotiatingwiththeAmericans315
10.5.3 CommunicationStrategiesforNegotiatingwiththeJapanese.316
10.6LanguageStrategiesforFace-to-FaceNegotiating318
10.6.1LanguageStrategiesatEachStageofNegotiation.318
10.6.2ThePartofSpeechandCommunicationStrategies319
10.6.3TacticsandtheLanguagePatterns321
10.6.4MainVerbsandActions321
10.6.5LanguageCodesforDiplomaticStrategies323
10.7NegotiationStylesandGuidelineinFiveCountries.323
10.8MessageEncodingStrategiesforNegotiation325
10.8.1StrategiesfortheSourceMessage:Offer.325
10.8.2StrategiesforFeedbackMessages:Counter-Offers326
10.8.3StrategiesforAgreementMessages:Acceptances326
10.8.4MessageFormat327
10.9 MessageEncodingStrategiesforanInternationalBusinessContract.329
10.10ReviewandDiscussion.331
Appendix:MessageFormatandContentofanInternationalContract332
Reference.338
