- 航空工业出版社
- 9787802437838
- 1版
- 221611
- 68254532-2
- 2019-06
- 管理学
- 工商管理
- H31
- 经济贸易类
- 中职 五年制高职 本科 高职 高职本科（应用型本科）
内容简介
全书共分十二个项目。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。
本书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。
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。
本书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
Lesson one: Reviewing InterculturalBusiness Communication
Warm-up Cases
Case 1 Differert Views on“Saving the Thing”
Case 2 Twelve Cups of Tea
Self-study Introduction
Brief Review onIntercultural Business Communication
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Task
2．KeyPoints to Practice
3．Comment
Supplementary Reading
The Basics of CulturalValues
Lesson Two: ComprehendingIntercultural Verbal Communication
Warm-up Cases
Case 1 The Slip of the Tongue
Case 2 Li Hongzhang’s Embarrassment
Self-study Introduction
Brief Introduction tothe Relationship between Language and Culture
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
Culture-loaded Idioms文化相关的习语
Lesson Three: PerceivingIntercultural Nonverbal Communication
Warm-up Cases
Case 1 Different Philosophies
Case 2 The Distance of Standing
Self-study Introduction
Nonverbal Communicationin International Business
Culture-Based FunctionalLanguage
Common Expressions
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Expressionsabout Eye
2．Expressionsabout Face
3．Expressionsabout Ear
4．Expressionsabout Mouth
5．Expressionsabout Nose
Lesson Four: Dealing withRelationships in Intercultural Workplace
Warm-up Cases
Case 1 Different Philosophies
Case 2 The Way of Answering
Self-study Introduction
Relationships in Chineseand Western Workplaces
Culture-Based FunctionalLanguage
1．CommonExpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Thework ethic职业道德
2．Workersand non-workers工人与非工人
3．Thework syndrome工作综合症
4．Workaholics工作狂
5．Leisuretime工作之余的生活
6．Genderstereotyping性别定势
Lesson Five: Intercultural Use ofHumor
Warm-up Cases
Case 1 Different Philosophies
Case 2 British Humor
Self-study Introduction
Humor in Chinese andWestern Culture
Culture-Based FunctionalLanguage
1．Humoroussentences
2．HumorousStories③
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
The Best Medicine最佳药物
Lesson Six: Meeting Foreigncustomers at the Guangzhou Fair
Warm-up Cases
Case 1 Different Philosophies
Case 2 Dos and Don’ts
Self-study Introduction
Advice at the GuangzhouFair
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints 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: InterculturalBusiness Writing
Warm-up Cases
Case 1 Courtesy and Consideration
Case 2 Clarity and Concreteness
Self-study Introduction
Principles ofintercultural business writing
Essential qualities ofintercultural business writing
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Usefulsentences
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
The Layout of BusinessLetter
Lesson Eight: InterculturalBusiness Telephoning
Warm-up Cases
Case 1 Business Mahram（代理人）
Case 2 The Art of Directing a Phone Call
Self-study Introduction
Tips for CustomerService Representative客服人员须知
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．TheWork & Non-work Calls公私电话
2．MasterTelephone Interviews制胜电话面试
3．Callingthe Boss给领导打电话
4．AutoAttendant电脑话务员
Lesson Nine: Entertaining ForeignCustomers
Warm-up Cases
Case 1 Different Hospitality
Case 2 The Invitation Technique
Self-study Introduction
Dining with Style
Getting Familiar withthe Western Manners
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Chineseand Western Eating Tools中西方餐具
2．ChineseSaying：You are what you eat 中国有句老话:吃啥补啥
3．TheWestern and Eastern Gifting中西方送礼
4．“OldForeigner” Phenomenon老外之误区
Lesson Ten: Showing ForeignCustomers the Factory around
Warm-up Cases
Case 1 Devil Details
Case 2 Shall we concentrate on numbers?
Self-study Introduction
Intercultural Shocks inFactory Tour
Tips for Factory Tour
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．SA8000企业社会责任检验标准
2．ISO9000产品质量检验标准
Lesson Eleven: InterculturalBusiness Negotiation
Warm-up Cases
Case 1 “Canny” Japanese
Case 2 Why Is Mr. Green So Angry
Self-study Introduction
Reflection of Chineseand Western Cultural Differences in International Business Negotiations
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Directand implicit直率与含蓄
2．Conceptof time时间观念
3．Contract合同
4．Businessetiquettes商务礼节
Lesson Twelve: InterculturalBusiness Marketing
Warm-up Cases
Case1 Haier’s Success in the InterculturalMarketing
Case2 Crisis of Barbie Doll in the Interculturalmarketing
Self-study Introduction
Marketing across theWorld
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．BrandImage品牌形象
2．Consumer-orientation顾客至上
3．SWOTAnalysis态势分析
4．Advertising广告
5．Standardization标准化
参考文献
Warm-up Cases
Case 1 Differert Views on“Saving the Thing”
Case 2 Twelve Cups of Tea
Self-study Introduction
Brief Review onIntercultural Business Communication
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Task
2．KeyPoints to Practice
3．Comment
Supplementary Reading
The Basics of CulturalValues
Lesson Two: ComprehendingIntercultural Verbal Communication
Warm-up Cases
Case 1 The Slip of the Tongue
Case 2 Li Hongzhang’s Embarrassment
Self-study Introduction
Brief Introduction tothe Relationship between Language and Culture
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
Culture-loaded Idioms文化相关的习语
Lesson Three: PerceivingIntercultural Nonverbal Communication
Warm-up Cases
Case 1 Different Philosophies
Case 2 The Distance of Standing
Self-study Introduction
Nonverbal Communicationin International Business
Culture-Based FunctionalLanguage
Common Expressions
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Expressionsabout Eye
2．Expressionsabout Face
3．Expressionsabout Ear
4．Expressionsabout Mouth
5．Expressionsabout Nose
Lesson Four: Dealing withRelationships in Intercultural Workplace
Warm-up Cases
Case 1 Different Philosophies
Case 2 The Way of Answering
Self-study Introduction
Relationships in Chineseand Western Workplaces
Culture-Based FunctionalLanguage
1．CommonExpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Thework ethic职业道德
2．Workersand non-workers工人与非工人
3．Thework syndrome工作综合症
4．Workaholics工作狂
5．Leisuretime工作之余的生活
6．Genderstereotyping性别定势
Lesson Five: Intercultural Use ofHumor
Warm-up Cases
Case 1 Different Philosophies
Case 2 British Humor
Self-study Introduction
Humor in Chinese andWestern Culture
Culture-Based FunctionalLanguage
1．Humoroussentences
2．HumorousStories③
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
The Best Medicine最佳药物
Lesson Six: Meeting Foreigncustomers at the Guangzhou Fair
Warm-up Cases
Case 1 Different Philosophies
Case 2 Dos and Don’ts
Self-study Introduction
Advice at the GuangzhouFair
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints 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: InterculturalBusiness Writing
Warm-up Cases
Case 1 Courtesy and Consideration
Case 2 Clarity and Concreteness
Self-study Introduction
Principles ofintercultural business writing
Essential qualities ofintercultural business writing
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Usefulsentences
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
The Layout of BusinessLetter
Lesson Eight: InterculturalBusiness Telephoning
Warm-up Cases
Case 1 Business Mahram（代理人）
Case 2 The Art of Directing a Phone Call
Self-study Introduction
Tips for CustomerService Representative客服人员须知
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．TheWork & Non-work Calls公私电话
2．MasterTelephone Interviews制胜电话面试
3．Callingthe Boss给领导打电话
4．AutoAttendant电脑话务员
Lesson Nine: Entertaining ForeignCustomers
Warm-up Cases
Case 1 Different Hospitality
Case 2 The Invitation Technique
Self-study Introduction
Dining with Style
Getting Familiar withthe Western Manners
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Chineseand Western Eating Tools中西方餐具
2．ChineseSaying：You are what you eat 中国有句老话:吃啥补啥
3．TheWestern and Eastern Gifting中西方送礼
4．“OldForeigner” Phenomenon老外之误区
Lesson Ten: Showing ForeignCustomers the Factory around
Warm-up Cases
Case 1 Devil Details
Case 2 Shall we concentrate on numbers?
Self-study Introduction
Intercultural Shocks inFactory Tour
Tips for Factory Tour
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．SA8000企业社会责任检验标准
2．ISO9000产品质量检验标准
Lesson Eleven: InterculturalBusiness Negotiation
Warm-up Cases
Case 1 “Canny” Japanese
Case 2 Why Is Mr. Green So Angry
Self-study Introduction
Reflection of Chineseand Western Cultural Differences in International Business Negotiations
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．Directand implicit直率与含蓄
2．Conceptof time时间观念
3．Contract合同
4．Businessetiquettes商务礼节
Lesson Twelve: InterculturalBusiness Marketing
Warm-up Cases
Case1 Haier’s Success in the InterculturalMarketing
Case2 Crisis of Barbie Doll in the Interculturalmarketing
Self-study Introduction
Marketing across theWorld
Culture-Based FunctionalLanguage
1．Commonexpressions
2．Modeldialogues
Practice
1．Situation
2．Task
3．KeyPoints to Practice
4．Comment
Supplementary Reading
1．BrandImage品牌形象
2．Consumer-orientation顾客至上
3．SWOTAnalysis态势分析
4．Advertising广告
5．Standardization标准化
参考文献
