简介
由张彦主编的《跨文化商务交际实训》共分十二个项目。前三个项目从
总体上介绍跨文化交际的概念及内涵，后九个项目则锻炼学生在不同的商务
语境中运用跨文化交际技能的能力。
项目一为绪论，总体介绍了跨文化商务交际的内涵，文化与交际差异及
其在商务活动中的表现；项目二介绍了跨文化交际中的语言交际，通过实例
把语言与文化的关系生动有趣地展现在学生面前；项目三介绍了跨文化非语
言交际，主要阐述了非语言的三大内容：时间观念、空间观念以及身势语的
使用，用实例充分展示了非语言交际在跨文化交际中的重要作用及应用规则
；项目四介绍了跨文化语境中的同事关系，以及中西方商务语境中上级与下
级、权利与义务、集体与个人等在思维方式、行为习惯、谈话风格方面存在
的差异；项目五介绍了跨文化交往中的幽默认知，以及在跨文化交往中如何
理解幽默、欣赏幽默和使用幽默；项目六立足于展会的语境，介绍了如何跨
越文化障碍，成功在展会上结识新客户的技巧；项目七从格式、内容布局、
选词造句等方面详细介绍了中西方商务信函的异同；项目八介绍了通过电话
与国外客商实现成功磋商的技巧；项目九介绍了在接待外商的过程中需要注
意的细节，包括接机、招待、餐桌礼仪等；项目十介绍了在带领外商看货的
过程中会出现的种种跨文化障碍，如接待前的准备、介绍产品的方式、工厂
的环境、工人的素质等；项目十一介绍了跨文化商务谈判，包括谈判前期准
备细节、谈判方式的差异等；项目十二介绍了跨文化营销，如实现全球化营
销应该注意运用哪些策略。
《跨文化商务交际实训》每个项目下还包含了课内测试与扩展知识两项
内容，方便学生与教师进行深入思考并拓宽知识面。
目录
《跨文化商务交际实训》
lesson one: reviewing intercultural business communication
warm-up cases
case 1differert views on"saving the thing
case 2twelve cups of tea
self-study introduction
brief review on intercultural business communication
culture-based functional language
1. common expressions
2. model dialogues
practice
1. task
2. key points to practice
3. comment
supplementary reading
the basics of cultural values
lesson two: comprehending intercultural verbal communication
warm-up cases
case ithe slip of the tongue
case 2li hongzhang's embarrassment
.self-study introduction
brief introduction to the relationship between language and culture
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
culture-loaded idioms
lesson three: perceiving intercultural nonverbal communication
warm-up cases
case 1different philosophies
case 2the distance of standing
self-study introduction
nonverbal communication in international business
culture-based functional language
common expressions
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. expressions about eye
2. expressions about face
3. expressions about ear
4. expressions about mouth
5. expressions about nose
lesson four: dealing with relationships in intercultural workplaces
warm-up cases
case 1different philosophies
case 2the way of answering
self-study introduction
relationships in chinese and western workplaces
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. the work ethic
2. workers andnon-workers
3. the work syndrome
4. workaholics
5. leisure time
6. gender stereotyping
lesson five: intercultural use of humor
warm-up cases
case 1different philosophies
case 2british humor
self-study introduction
humor in chinese and western culture
culture-based functional language
1. humorous sentences
2. humorous stories~
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
the best medicine
lesson six: meeting foreign customers at the guangzhou fair
warm-up cases
case 1different philosophies
case 2dos and don'ts
self-study introduction
advice at the guangzhou fair
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1．展会常用五金产品术语
2．展会常用纺织品术语
3．展会常用调味品术语
4．展会常用日用品术语
5．展会常用办公用品术语
lesson seven: intercultural business writing
warm-up cases
case 1courtesy and consideration
case 2clarity and concreteness
self-study introduction
principles of intercultural business writing
essential qualities of intercultural business writing
culture-based functional language
1. common expressions
2. useful sentences
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
the layout of business letter
lesson eight: intercultural business telephoning
warm-up cases
case 1business mahram
case 2the art of directing a phone call
self-study introduction
tips for customer service representative
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. the work & non-work calls
2. master telephone interviews
3. calling the boss
4. auto attendant
lesson nine: entertaining foreign customers
warm-up cases
case 1different hospitality
case 2the invitation technique
self-study introduction
dining with style
getting familiar with the western manners
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. chinese and western eating tools
2. chinese saying: you are what you eat
3. the western and eastern gifting
4. "old foreigner" phenomenon
lesson ten: showing foreign customers the factory around
warm-up cases
case 1devil details
case 2shall we concentrate on numbers?
self-study introduction
intercultural shocks in factory tour
tips for factory tour
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1.sa8000企业社会责任栓验标准
2. iso 9000 产品质理检验标准
lesson eleven: intercultural business negotiation
warm-up cases
case 1"canny" japanese
case 2why is mr. green so angry
self-study introduction
reflection of chinese and western cultural differences
in international business negotiations
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. direct and implicit
2. concept of time
3. contract
4. business etiquettes
lesson twelve: intercultural business marketing
warln-up cases
caselhaier's success in the intercultural marketing
case2crisis of babie doll in the intercultural marketing
self-study introduction
marketing across the world
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. brand image
2. consumer-orientation
3. swotanalysis
4. advertising
5. standardization
参考文献
lesson one: reviewing intercultural business communication
warm-up cases
case 1differert views on"saving the thing
case 2twelve cups of tea
self-study introduction
brief review on intercultural business communication
culture-based functional language
1. common expressions
2. model dialogues
practice
1. task
2. key points to practice
3. comment
supplementary reading
the basics of cultural values
lesson two: comprehending intercultural verbal communication
warm-up cases
case ithe slip of the tongue
case 2li hongzhang's embarrassment
.self-study introduction
brief introduction to the relationship between language and culture
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
culture-loaded idioms
lesson three: perceiving intercultural nonverbal communication
warm-up cases
case 1different philosophies
case 2the distance of standing
self-study introduction
nonverbal communication in international business
culture-based functional language
common expressions
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. expressions about eye
2. expressions about face
3. expressions about ear
4. expressions about mouth
5. expressions about nose
lesson four: dealing with relationships in intercultural workplaces
warm-up cases
case 1different philosophies
case 2the way of answering
self-study introduction
relationships in chinese and western workplaces
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. the work ethic
2. workers andnon-workers
3. the work syndrome
4. workaholics
5. leisure time
6. gender stereotyping
lesson five: intercultural use of humor
warm-up cases
case 1different philosophies
case 2british humor
self-study introduction
humor in chinese and western culture
culture-based functional language
1. humorous sentences
2. humorous stories~
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
the best medicine
lesson six: meeting foreign customers at the guangzhou fair
warm-up cases
case 1different philosophies
case 2dos and don'ts
self-study introduction
advice at the guangzhou fair
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1．展会常用五金产品术语
2．展会常用纺织品术语
3．展会常用调味品术语
4．展会常用日用品术语
5．展会常用办公用品术语
lesson seven: intercultural business writing
warm-up cases
case 1courtesy and consideration
case 2clarity and concreteness
self-study introduction
principles of intercultural business writing
essential qualities of intercultural business writing
culture-based functional language
1. common expressions
2. useful sentences
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
the layout of business letter
lesson eight: intercultural business telephoning
warm-up cases
case 1business mahram
case 2the art of directing a phone call
self-study introduction
tips for customer service representative
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. the work & non-work calls
2. master telephone interviews
3. calling the boss
4. auto attendant
lesson nine: entertaining foreign customers
warm-up cases
case 1different hospitality
case 2the invitation technique
self-study introduction
dining with style
getting familiar with the western manners
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. chinese and western eating tools
2. chinese saying: you are what you eat
3. the western and eastern gifting
4. "old foreigner" phenomenon
lesson ten: showing foreign customers the factory around
warm-up cases
case 1devil details
case 2shall we concentrate on numbers?
self-study introduction
intercultural shocks in factory tour
tips for factory tour
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1.sa8000企业社会责任栓验标准
2. iso 9000 产品质理检验标准
lesson eleven: intercultural business negotiation
warm-up cases
case 1"canny" japanese
case 2why is mr. green so angry
self-study introduction
reflection of chinese and western cultural differences
in international business negotiations
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. direct and implicit
2. concept of time
3. contract
4. business etiquettes
lesson twelve: intercultural business marketing
warln-up cases
caselhaier's success in the intercultural marketing
case2crisis of babie doll in the intercultural marketing
self-study introduction
marketing across the world
culture-based functional language
1. common expressions
2. model dialogues
practice
1. situation
2. task
3. key points to practice
4. comment
supplementary reading
1. brand image
2. consumer-orientation
3. swotanalysis
4. advertising
5. standardization
参考文献
跨文化商务交际实训
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