ABSTRACT
  
    With the rapid development of economic globalization, business activities of all countries become more and more frequent. International business negotiations flourish since then. However, the disagreements caused by cultural differences sharpen the conflicts in the process of negotiation. Therefore, making a correct understanding of different cultural values and respecting cultural differences are the key to be a winner. Hofstede talks about five cultural dimensions in his book Culture’s Consequence, which are Power Distance, Collectivism/Individualism, Uncertainty Avoidance, Masculinity/Feminity and Long-term Orientation. He claims that the value of Collectivism and Individualism is the standard to detect whether the relation of a group and an individual is loose or tight. It is a fundamental cultural factor of five dimensions.
    This thesis focuses on the influences caused by collectivism and individualism of China and America in business negotiations. And the author will choose a case of Sino-American business negotiation as a research model. China is a typical country of collectivism. Instead, America is a typical country of individualism. Therefore, there exists obvious variation between China and America. This thesis mainly analyzes the influences caused by cultural differences of Chinese collectivism and American individualism based on the theoretical foundation of Hofstede’s cultural dimensions.
    This thesis uses a case to study five differences in the process of Sino-American business negotiation, including negotiating teams, negotiating strategies, negotiating goals, decision-making and contract. Besides, this thesis will come up with effective suggestions at the end of the thesis.

Keywords: Culture  Cultural Dimension  Business Negotiation Collectivism-Individualism

摘要

随着全球经济一体化的加速发展，各国的商务活动越发频繁，国际间的商务谈判不断繁荣，但是，不同文化机制体系的分歧加深了双方在谈判过程中的冲突。因此了解不同的文化价值体系，懂得和尊重文化差异才能在谈判中获胜。霍夫斯泰德在《文化之重》一书中谈到了五个重要的文化维度：权力距离、集体主义与个人主义、男性化与女性化、不确定性回避、长期文化取向。霍夫斯泰德认为集体主义与个人主义这一价值标准是衡量个人与集体联系是松散还是紧密的一个尺度，是五个维度中最根本的文化因素。
    本文重点讨论集体主义与个人主义维度对中美商务谈判的影响，选用中国与美国之间的商务谈判为研究对象，中国是典型的集体主义国家，美国是典型的个人主义国家。因此中美两国之间存在较大文化差异，本文以霍夫斯泰德的文化维度理论为理论基础，分析中美集体主义与个人主义的文化差异对两国商务谈判的影响。
    本文通过案例分析的方法，研究了中美商务谈判中存在的五个方面的差异，包括谈判小组结构、谈判策略、谈判目标、谈判决策以及谈判合同。除此之外，本文还将提出在结尾章节提出达成有效谈判的建议。

关键词：文化  文化维度  商务谈判  集体主义/个人主义