文化差异对国际商务的影响

文化差异对国际商务的影响

摘 要：伴随着贸易的发展,文化差异对贸易的影响也越发突显。这体现在语言、宗教、社会习惯、政治哲学、社会结构、教育等文化构成的各个层面。必须培养跨文化意识,加强跨文化商务交往能力,进行文化交流与展示,注重文化的融合和变迁,以此推动世界贸易的发展。

关键词：国际贸易;文化差异;贸易扩展

Cultural differences impact on international business

ABSTRACT Along with trade, cultural differences impact on trade is also increasingly prominent. This is reflected in language, religion, social habits, political philosophy, social structure, education, culture, consisting of all levels. Must develop cross-cultural awareness, strengthen cross-cultural business communication skills, cultural exchange and exhibition, focusing on cultural integration and change, in order to promote the development of world trade.

KEY WORDS International trade; cultural differences; trade expansion

Culture is the human development process in the social history of the creation of material wealth and spiritual wealth, the sum of the accumulation of history, is also different regions, different countries and ethnic characteristics of a carrier. Although the course of history different cultures influence each other and infiltration, but the different countries and cultures is still maintained their own

unique personality. Therefore, the culture is diversity, a culture that is the essential things, to other cultures, it might not be so seriously. But with the changing structure of world economy and the acceleration of world economic integration, international trade is continuously expanding and deepening. But along with the development of trade, impact of cultural differences more and more to highlight. World trade in cultural differences have affected the international trade activities.

In recent years, China-EU economic and trade relations developed rapidly. In 2003, the China-EU trade volume was 125.22 billion U.S. dollars, billions of dollars the first time; in 2004, a new high China-EU bilateral trade reached 177.28 billion U.S. dollars; 2005, bilateral trade exceeded 200 billion U.S. dollars mark, reaching 217.3 billion dollars; 2006, bilateral trade amounted to 272.3 billion U.S. dollars. The first 10 months of 2007, EU trade 27.5% average increase in China's foreign trade 23.5% higher than the overall growth rate, and significantly more than the United States and Japan 15.6% and 14.0% growth. 1 to 10 months, the China-EU trade volume reached 287.52 billion U.S. dollars. Continue to maintain China's largest trading partner.

First, the type and impact of cultural differences

1. Language differences. Language is unique to humans, used to express ideas, a tool for exchange of ideas, is a special and universal social phenomenon. Language is culture is all about. Each language has its specific cultural connotation. In the economic globalization today, conducting international trade activities, exchange of conversion between different languages is essential. However, due to

cultural differences led to the transformation of communication between different language difficulties, which affected the international business contacts.

GM's slogan: \"living in Belgium\" (Body in Belgium) language translation Franks was \"the fisherman next to the body\" (Corpse by Fisher). A very creative advertising because of language differences led to expand the market adversely. Similarly, a Brazilian airline ad that she had a \"very comfortable cabin\" (comfortable rendezvous), but this change for the Portuguese was \"illegal sex establishments\" (a room for illicit sexuallen counters). Thus, the language of international trade, of which it has a great influence.

2. Religious differences. Religion is a social phenomenon and social behavior, which includes the guiding ideology, organization, mobile, and cultural aspects. Religion is a kind of community dominated by the worship of cognitive and cultural customs of the enlightenment, is a historical phenomenon. Since becoming a group activity of human biology, as social groups with since the religion is, as has the training and strengthening the social role of an important social behavior as the most necessary.

Therefore, the religious dimension of ideology, but also affect the operation of international trade. The world's different countries, different regions and different ethnic groups have different religious beliefs. The world's major religions Judaism, Christianity, Buddhism, Islam, Hinduism, Confucianism, Taoism, Shinto, the religion, Sikhism, Zoroastrianism and so on. So in international exchanges should be noted that different religious beliefs, such as the multi-Japanese Shinto belief, the Arab

countries are Moslem, Christian majority of the British.

An international company in Qatar talks, due to the neglect of religious factors responsible person, based on the successful conviction, carrying a brandy ready to celebrate with colleagues at the ceremony, and he is not only a strict Muslim country as a pious man of customs immediately off, and the company became the unwelcome company. Is such a cultural details on the error, resulting in the loss of trade contracts.

3. The difference will be used. Social practices, in a long time in the gradually develop, the moment is not easy to change behavior, orientation or social practice. It will not only affect the consumer's values, but also affect people's work and thinking. With the deepening of international trade, led the development of transnational corporations. A mature multinational corporations must be a firm understanding of the target country's culture, a focus on cultural differences in the company.

Hilton Hotels is a world famous hotel, attention to differences in social habits is one reason for its success. Hilton stressed the individuality of each hotel must have, for their region or country market, to carry out the decor and service with personality. Encourage chefs to use local raw materials to make the meal with local flavor.

Similarly, the successful operation of multinational companies need to respect the work mode. A Northern California company acquired a company in

Birmingham City, hoping to open the European market. However, shortly after taking over the company, the management of the United States is ready to correct afternoon tea break time. In the UK, each person can have a half-hour afternoon tea time, but management wants this reduced to ten minutes. The result is the workers strike, the company eventually closed down. Therefore, international trade, if the cultural reality of overseas work slow to be incurred by the tragic consequences.

4. Differences in political philosophy. Politics is the superstructure of the main powers in the field of safeguarding their own interests and the resulting form of specific acts of specific relationships. It is developed to a certain period of human history has emerged as an important social phenomenon. Politics on all aspects of social life have a significant impact and role. Because international trade is conducted between different countries and regions, and therefore must be subject to the influence and role of political philosophy.

In international trade, as countries have different national conditions, different political factors, on product packaging materials, structures, patterns and text logo and others have different requirements. Arab countries to import goods such as packaging disabled hexagonal star pattern, because the Star of David and Israeli flags in the pattern similar. Thus, only recognize the different political, historical and cultural background to understand the relevant order to better promote export.

5. Social structure differences. gaspects of entertaining guests to travel

abroad, tourism and education are undoubtedly those who are the top spending, construction or purchase of housing, health services and adult education services belong to upper and middle class, although some difference between the proportion doubled the number of projects, or at least 1 / 3 or more. The lower middle class in the clothing, footwear, daily life, entertainment, vacations, travel and so on must save money, saveSocial structure is the basic component of a social system, the relationship between the organized. Include social stratification social structure, and along with the level and types of class levels. Social structure greatly affect the operation of international trade and multinational companies target market.

Regent Group under the different target customers ages to make an accurate market positioning, the hotel had a different interior design. MAYFAIR Hotel in New York, the main attractions of its architectural style has strong security awareness, conservative, traditional, older customers, while the New York Regent Hotel is a modern atmosphere, to attract young, active business travelers.

Expenditure structure of Russian nationals, all sectors there is a clear distinction. Such as the upper middle class, they rarely food, medical services, cost-savin the middle are often vacation expenses. Differentiation of goods in use, its meaning is not whether their possessions, and more on the performance of the difference between the brand and price. Therefore, international trade must grasp the social class structure of the target market, targeted for production, use different marketing strategies.

6. Educational differences. Education as a branch of culture, by changing a country's comparative advantage or marketing of different countries and trade between regions. If a national level and the overall low level of education, its comparative advantage more inclined to labor-intensive. However, if a country attaches importance to education, civic education level is higher, the advanced technology,

innovation

ability,

comparative

advantage

mainly

for

technology-intensive or capital-intensive.

Similarly, education is also affected marketing. On the one hand, for the implementation of the marketing strategy of the company, staff education and training for the company's development has important implications. World-famous multinational companies such as Wal-Mart, General Electric, IBM and so is the importance of staff education and training, establishment of specialized schools and even develop their own management. On the other hand, the recipient of the marketing strategy for customers, customers with different levels of education of their different needs, so when international trade should develop different marketing strategies.

Second, to deal with international trade in cultural differences

1. Cross-cultural awareness training. Cross-cultural awareness is the business people's understanding of cultural differences and respond appropriately to a business sense. In other words, reflecting the international trade are the values of local culture can not meet the standards of conduct for multinational development needs. International business operations in all aspects, such as

international marketing, human resource management, incentives and so require a higher cross-cultural awareness. Therefore, persons engaged in international trade must have a basic cross-cultural awareness.

2. Cross-cultural business skills to master. Cross-cultural business dealings should have the ability to understanding the culture and organization, adaptability, ability to build relationships, systems, and multi-perspective thinking ability, attitude, sensitivity, language skills, cultural influence in decision-making, diplomatic capability and cross-cultural competence [3]. These capabilities and the success of international trade is inextricably linked. However, these capabilities need to be honed in the business environment, practical experience and a lot of in-service training plays a big role. So for serving officers, it should strengthen the training of the relevant capacity; for business professionals in higher education, it should strengthen awareness of intercultural business communication training, while schools should provide courses and practical opportunities.

For example: American businessman attention to the pre-negotiation preparation, negotiation and purposeful intent; business negotiation, used to negotiate his own way, first create a strong position, with the ability to grasp the global negotiations and strong sense of superiority, frank sincere, straight to the point, direct contact with the substance, is willing to adhere to mutually beneficial win-win negotiations. In the negotiations, love makes for Fang Xianliang card, used to discuss one by one, try to shorten the negotiation time, but also a lack of patience. American businessmen like the overall balance, love \"package\" deal, often only to compromise in the negotiations stalled. Therefore, the Chinese side

in the negotiations, should not be intimidated by the offensive, you can use to distinguish between the small-Dahua the scheme, and seeking benefits from the fine, according to the part to adhere to the principles of its overall negotiations. Tactic in the negotiations, we should try to use the usual American businessman, \"spear\" or \"shield\" against its \"shield\" or \"spear.\" Full use of American businessman frank, enthusiastic feature, create a good climate for negotiations to negotiate the appropriate manner to create the chances of success

3. Focus on the strategic development of cultural integration. A multinational cross-border investment business, they often need to integrate the three cultures: the culture of their country, the target market countries, culture, corporate culture. Only focus on cultural integration in order to adapt to the market depth, thus expanding the market. KFC early launch of the \"Mexican chicken roll\" in the product into the market soon after, KFC has introduced a blend of Chinese culture, \"old Beijing chicken roll,\" added the product of traditional Chinese fermented flour paste , onion and other ingredients, so impressive sales. Similarly, China's investment in Motorola's strategy emphasizes the development of management localization, localization of accessory products. Also strongly support China's public welfare undertakings, and thus be successful in the Chinese market.

4. To strengthen cultural exchange and display. The multi-level forms of cultural exchange and exhibition, is an effective way to understand cultural differences. It is not only conducive to cultural exchange between countries and regions, as well as force to promote economic and trade cooperation has been

successfully held the China-France Culture Year is a display of culture, communication and cultural platform. In 2006 China's foreign exchange content and form of innovation, \"Meet in Beijing\" gathering, the Shanghai International Arts Festival, Wuhan International Acrobatics Art Festival and other projects have a brand and attract more and more universal guests. Following the Sino-French Culture Year after each other, China and Russia of \"Country Year\" once again set off a wave of cultural exchanges between the two countries. In France, Germany, Mauritius and other Chinese Cultural Center is proceeding smoothly, a cultural highlight.

5. Attention in the international trade in cultural change. Any culture is a pool of stagnant water, changing with the times, culture is also constantly evolving, constantly changing. Chinese tea culture has a long history, however, were relatively out in the cold coffee culture. However, since the reform and opening up, in the past been considered \"petty bourgeoisie taste\" coffee culture began inroads into China, the coffee bar sprung up in the streets, coffee has also entered into people's daily life. Therefore, international trade, trade policy must change in a timely manner to meet the cultural change at the new features.

Globalization and liberalization of trade more and more multinational corporations, which means that companies need cross-cultural management. However, cultural differences have affected the international trade activities, which is reflected in all aspects of cultural elements, especially ideological. To further promote the free development of world trade, and promote legal trade environment, standardization, and we should be an international cultural

showcase and exchange in international trade policy-making attention to the integration of local culture, the many ways the cultural training, training cross-cultural management personnel.

Cultural differences is an objective reality, what is the history of the formation, it does not matter the advanced and backward. Foreign companies doing business in China need to localization, Chinese companies enter the global market but also international. Cultural differences impact on international business activities is obvious. The face of a complex international environment, in order to achieve business success, a very important one is that in cross-cultural environment and flexible to face the exotic cultural factors, whether it is or to adapt to each other's culture to change for him, all need to operate activities in the formation of a new way of working. In order to achieve a real sense of transnational operations to foreign markets so as to achieve the successful implementation of their investment strategy purposes.

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