摘要

随着全球经济一体化的推进和中国加入世贸组织，中国与外国之间的经济联系越来越紧密。越来越多的外国企业或是项目在中国顺利展开。同时，中国许多企业家争相冲进国外市场。可以说，中国和其他国家在商务贸易上有着越来越多的接触和合作。但是，不同国家之间的文化差异却一直被认为是跨国合作谈判中一项巨大的挑战。因为这些跨文化差异决定了商务谈判的成功与否。因此本文以中美商务谈判为例，详细地分析了商务谈判中对其构成影响的跨文化因素，如：价值观，社会风俗，人际关系，思维方式以及谈判风格。该论文旨在帮助涉外商务谈判人员树立正确的跨文化观，提高自身的文化意识和敏感度，以便促使双方的商务谈判取得成功。

关键词  商务谈判，跨文化因素，文化意识

Abstract

With the emergence of economic globalization and China's admission into WTO, economic connections between China and foreign countries have become much closer. More and more foreign firms and projects have been flourishing in China. And in the meantime, China's enterprises have been racing with each other to rush into foreign markets, which gives rise to more and more frequent communication and cooperation between countries with different cultures. However, cross-cultural differences between different countries are regarded as a tremendous barrier in business negotiations. As we can clearly know, these cross-cultural factors can decide the result of business negotiation. So in this paper, taking the Sino-American business negotiation as example, the author analyzes various elements in detail which will influence the business negotiation, such as value, social customs, social relationship, thinking pattern and negotiating style. The aim is to help negotiators both in China and foreign countries establish correct culture view and cultivate cultural awareness and sensitivity to make successful negotiations.

Keywords  business negotiation, cross-cultural factors, cultural awareness 

1  Introduction 
During the 21th century, international business is facilitated by the rapid development of economic globalization and integration. More and more business activities and  international cooperation have taken place between countries from different sections of the earth. As a result, international business definitely brings forth negotiation which features intercultural or cross-cultural factors. Intercultural negotiations are related with the different interests of different people who have totally different cultural background and education. Differences in cultural aspects can lead to many big barriers and sometimes unnecessary failures in international negotiation. Cultural differences include the following factors, such as value, customary practices, manner, concepts concerning time and equality. We can see that the greater the intercultural differences are, the more misunderstanding and frustration the negotiators will be confronted with. Therefore, the practice of negotiating across oceans and borders needs to find solution to bridge over these obstacles.