了解美国文化有助于跨文化谈判

　　了解美国文化有助于跨文化谈判
　　摘要：不同国家、不同民族间文化的ldquo；文化差异rdquo；，带来了商业文化、价值观念等方面的差异。其中ldquo；基本设想和价值观rdquo；是文化的核心部分，具有行为规范性维度，是社会行为的决定性因素。本文通过跨文化理论中至今最具影响力的Hofstede的文化维度理论分析美国文化的核心价值观，并对其形成，发展和对社会各方面的影响加以探讨，以求得针对性地推测出对方在特定的情况下很可能做出的反应，并解释其行为方式，以最终化解跨文化冲突，利用跨文化优势，实现对外贸易目的及促进跨国经营的发展。
　　关键词：美国文化Hofstede的文化理论贸易谈判I。IntroductionPeopleareheavilyinfluencedbytheculturewhichexistedbeforeourbEingandwillcontinuetoexistlongafterwearegone。Humansarefundamentallycreaturesofculture。Therefore，awarenessofonesculturerevealsinsightsintoonesself。wWw。LWlm。coMInrecentyears，theAmericaninfluenceandAmericandesignedglobaleconomicnetworkseemsstrongerintheworld。Therearesomeoutstandingreasonsexist。Firstly，theimprovementoftechnologyandinnovationfacilitatestheinvadingtoothercultures。Forexample，withtheassistanceoftheimprovingtechnologyofcomputerandtelecommunication，peoplecangettoknoweachotherandacquirelatestnewseasilyandquickly。Secondly，becauseofthetradeboomingandtheimportantconsumingroleofmarketofAmarica，othercountrieshascloserrelationshipwithAmerica。Thirdly，duetotheleadingpositionofAmericanomatterineconomyaspectorpoliticalaspectintheworldacceleratesitsinfluencinginothercultures。PleasefindthefollowingdataoftheAnalysisReportontheRankingofComprehensiveStatePowermadebytheChineseAcademyofSocialScience，releasedon25Dec。2009。America，bEIngasthesuperpowerintheworld，haslotsofpowerfuladvantagesonseveralaspects。Nowadays，thereisnoothercountryintheworldcancomparewithitscomprehensivestatepower。InordertoimproveChinaseconomylevel，itisnecessaryforChinesetoimportandacknowledgetheknowhowandthesuccessexperienceofAmericaontechnologyandmanagementfield。Inthemeanwhile，itisvaluabletoknowwellwhataredefiningcharacteristicsofitsculture。Whatsmore，beingasthebiggestexportsupplierforAmerica，andAmericabeingasthebiggestpurchaserintheworld，therewillbemoreandmorebusinessandpoliticalnegotiationsandcooperationsbetweenChinaandUSwhichdemandsChinesebusinesspeopletoknowprofoundlyanddeeplyaboutthisimportantpartner。II。CultureandinterculturalnegotiationEverycountryhasitsownuniqueculture。Thecharacterofacountryscultureorbusinessclimateisaproductofthecorevaluesandbusinessprinciplesthatbusinesspeopleespouse，thestandardsofwhatisethicallyacceptableandwhatisnot，thenegotiationpracticesandbehaviourthatdefinehowwedothingsaroundhere，theapproachtopeoplemanagementandstyleofoperating，thechemistryandthepersonalitythatpermeatesthenegotiationenvironment。Ininternationalbusinessnegotiation，itisgenerallyagreedthataknowledgeoftheothersidescultureallowsanegotiatortocommunicate，tounderstand，toplan，andtoanticipatemoreeffectively。AccordingtoMoranamp；Stripp（1991）interculturalnegotiationinvolvesdiscussionofcommonandconflictinginterestsbetweenreasonsofdifferentculturalbackgroundswhoworktoreachanagreementofmutualbenefit。
　　TheoriesforidentifyingwhereandhowculturesdifferareofgreatesthelpwhentheyaidusinseEingourselvesinrelationtothepeoplewearemeetingatthetable。Andourpowerliesnotinovercomingorchangingtheotherside，butinunderstandingit。Havingafundofknowledgeaboutanotherculturecanhelpnegotiatorbetterdecidewhatisappropriateandinappropriatebehaviour。Acountryscultureisimportantbecauseitinfluencesthenegotiationsactionsandapproachestoconductingbusinessinaveryrealsense，thecultureisthenegotiatorsoperatingsystemororganizationalDNA。TheaimofacknowledgingourcounterparterscorevalueistoovercomethatbiasistocreateawarenessofourownculturalsystembyunderstandinghowtheybehaveinthEIrsystem。Andachievingtheobjectivestobegainedfromtheinternationalbusinessandmaltinationalmanagement。
　　III。Howtorecognizeandunderstandacountrysculturethoroughly？Whatisculture？Cultureisaboutsurvivalofthehumanspecies。Withoutculture，humanbeingscannotsurvive。Culturereferstoawayoflifeofapeople。Itinvolvessharedunderstandingaboutthiswayoflife。Culturemaybematerial（physicalartifact）ornonmaterial（abstractions）。Ourmaterialculture（technology，buildings，etc）isinfluencedbythe（nonmaterialculture）valuesthatgiveshapetoourcarsandbuildings。Differentcountrieshavedifferentcultures。Cultureisthecollectiveprogrammingofthemindwhichdistinguishesthemembersofonecategoryofpeoplefromanother。（Hofstede，1991）TheHofstedeModelofCulturalDimensionscanbeofgreatusewhenitcomestoanalyzingacountryrsquo；scultureindepth。ThefollowedissomeexamplesoftheHofstedeanalysis，theindexhasbeencollectedthroughquestionnaireallovertheworld。Inthefollowedreport，IwillhaveaspecialstudyabouttheAmericaindex。IV。WhatarethecorevaluesofAmericanculture？St。Augustinesaid，apeopleisamultitudinousassemblageofrationalbeingsunitedbyconcordregardingloveofthingsheldincommonhellip；。thus，weneedtoinvestigatewhatapeoplersquo；sconcordisinordertogetattheheartofacivilization。America，isamulticulturalgroupwithmanyethnicgroups，boundbyamarketeconomyandrepresentingonecivilizationwithmanycultures。IV。1TounderlinetheAmericancultureformPowerDistanceaspect
　　Hofstedersquo；sPowerdistanceIndexmeasurestheextenttowhichthelesspowerfulmembersoforganizationsandinstitutions（likethefamily）acceptandexpectthatpowerisdistributedunequally。
　　Americahasa40ontheculturalscaleofHofstedersquo；sanalysis。ComparedtoChinawherethepowerdistanceisveryhigh（80）。AmericanlikeGerman，AustrianhavingthecharacteristicoftheEiffelTowerCulture，whichisacomparativelylowpowerdistance。Inthelowerpowerdistance，（Hoecklin，1995：31）highereducatedemployeesholdmuchlessauthoritarianvaluesthanlowereducatedones。Theobedienceshowedfromthesubordinatestothesuperiorsisnotasmuchastheorientalway。Theleadershipcanbecalledashierarchyandconsensus。Employeecanhavedifferentopinionwithhisherboss。Andwhenheshegotdifferentideas，heshecangoallthewayuptothebossanddiscusstheproblem。Thisisagoodthingusuallycompanymayexploreallthepotentialsofitsemployees，becausesometimethesubordinatesmayhavethebetterideaofthebusiness。IV。2TolearnAmericancultureforminpidualismaspectInpidualismistheonesideversusitsopposite，collectivism，thatisthedegreetowhichinpidualsareintegratedintogroups。Ontheinpidualistsidewefindsocietiesinwhichthetiesbetweeninpidualsareloose：everyoneisexpectedtolookafterhimherselfandhisherimmediatefamily。Onthecollectivistside，wefindsocietiesinwhichpeoplefrombirthonwardsareintegratedintostrong，cohesiveingroups，oftenextendedfamilies（withuncles，auntsandgrandparents）whichcontinueprotectingtheminexchangeforunquestioningloyalty。TheUnitedStatescanclearlybeenseenasinpidualistic（scoringa91）。Theldquo；Americandreamrdquo；isclearlyarepresentationofthis。ThisistheAmericansrsquo；hopeforabetterqualityoflifeandahigherstandardoflivingthanthEIrparentsrsquo；。Thisbeliefisthatanyone，regardlessoftheirstatuscanlsquo；pulluptheirbootstrapsrsquo；andraisethemselvesfrompoverty。Inpidualism，thecoreofthesocialphilosophyandvalueinAmericanculture，takesupthemostimportantpositionintheAmericanideology，influencingallaspectsofliferangingfrompoliticaltosocialfields。Itfocusesonthesatisfactionofonersquo；sowndesireandintereststhroughselfreliance。ThewordinpidualismwasfirstpromotedbytheFrenchpoliticalreviewerAlexisdeTocquevilleinhisclassicalbookDemocracyinAmericapublishedin1835。wWw。LWlm。coMAmericaninpidualismaffectedalmosteveryaspectofAmericanlife。ThosegreetingsareverypopularinChinasuchasldquo；whereareyougoing？rdquo；ldquo；Haveyoueatenyourmeal？rdquo；wouldleadtoAmericansangerbecausetheybelievedthatthisishisownprivacybutnotanyotherrsquo；sbusiness。Thistypeofintentionallybuildupofpersonalityandpursuecustomizedinpidualismhasitsprosandcons，itgivesincentivestopeopleandmakethemexertontheirpotentialandwisdomandasaresultacceleratethedevelopmentoftheentireraceandnation；ontheotherhand，itisdifficulttokeepgoodrelationshipamongpeopleifeveryoneisegocentricthusmaketheentiresocietylackofunity。IV。3MasculinitysocietyorFemininitysociety？Masculinityversusitsopposite，femininityreferstothedistributionofrolesbetweenthegenderswhichisanotherfundamentalissueforanysocietytowhicharangeofsolutionsarefound。TheIBMstudiesrevealedthat（a）womenrsquo；svaluesdifferlessamongsocietiesthanmenrsquo；svalues；（b）menrsquo；svaluesfromonecountrytoanothercontainadimensionfromveryassertiveandcompetitiveandmaximallydifferentfromwomenrsquo；svaluesontheoneside，tomodestandcaringandsimilartowomenrsquo；svaluesontheother。Theassertivepolehasbeencalledlsquo；masculinersquo；andthemodest，caringpolelsquo；femininersquo；。Americancitizenshaveamasculineculturewitha62onthescaleofHofstede（Netherlands14）。Masculinetraitsincludeassertiveness，materialismmaterialsuccess，selfcenteredness，power，strength。Americancitizensemphasizeonachievementsandrespectheroes。TheyhavegreatsenseinthEirheartstopraisesuccessandheroes。PersonalachievementsareoneofthosewiththehighestvalueinAmericanmind。Americanhaveverystrongsensesofsuccess。SuccessisthepursuitofmostAmerican，itisthEIrattractivefutureandtheincentivesformovingforward。Theybelievethatonespersonalvalueisequivalenttohisachievementsinhiscareer。Somehighachieversintheircareersuchasentrepreneurs，scientists，artistsandallkindsofsuperstartsbecamemodernheroes。Theprocessandresultofhowtheystrivedhavebecometheframeofreferenceofsocialculturevalueandthereallifetextbookforparentstoeducatetheirchildren。AcquiringandmaintainingalargenumberofmaterialpossessionsisofgreatimportancetomostAmerican。MaterialwealthhastraditionallybeenawidelyacceptedmeasureofsocialstatusintheUnitedStates。BecauseAmericanrejectedtheEuropeansystemofhereditaryaristocracyandtitlesofnobility，thehadtofindasubstituteofjudgingsocialstatus。Thequalityandquantityofaninpidualsmaterialpossessionsbecameanacceptedmeasureofsuccessandsocialstatus。Moreover，thePuritanworkethicassociatedmaterialsuccesswithgodliness。Americanbelieveinthevalueofhardwork。TheProtestantworkethicwhichtellsthemtoworkhardforwhattheywantorAviewoflifethatpromoteshardworkandselfdisciplineasameanstomaterialprosperity（Hirsch，KettandTrefil，2002）。AllowingamorecomfortablestandardoflivinghardworkhasbeenbothnecessaryandrewardingformostAmericanthroughouttheirhistory。SamuelP。HuntingtonexpoundedinhisbookWhoAreWe：TheChallengestoAmericasNationalIdentityasthatThehabitsoflifearethoseofanexclusivelyworkingpeople。Fromthemomenthegetsup，theAmericanisathiswork，andheisabsorbedinittillthehourofsleep。Evenmealtimeisnotforhimaperiodofrelaxation。Itisonlyadisagreeableinterruptionofbusinesswhichhecutsshortasmuchaspossible。IV。4IfUncertaintyAvoidanceisimportantforAmerican？
　　Uncertaintyavoidancedealswithasocietyrsquo；stoleranceforuncertaintyandambiguity；itultimatelyreferstomanrsquo；ssearchforTruth。ItindicatestowhatextentacultureprogramsitsmemberstofeelEitheruncomfortableorcomfortableinunstructuredsituations。Unstructuredsituationsarenovel，unknown，surprising，anddifferentfromusual。Uncertaintyavoidingculturestrytominimumsthepossibilityofsuchsituationsbystrictlawsandrules，safetyandsecuritymeasures，andonthephilosophicalandreligiouslevelbyabeliefinabsoluteTruth；lsquo；therecanonlybeoneTruthandwehaveitrsquo；。TheUnitedStatesscoresa46demonstratedclearlythatAmericanbelievethattherewillalwaysbeenoughopportunitytogoaround，sotakingrisks，involvesnorealdanger。Forthetrulyambitious，failureisonlytemporary。Experimentation，trialanderrorareimportantwaystolearnortoimproveonesproductorservice。FreedomisoneofthemainforceswithinthecoreAmericanvalues。ThisiswhathasdefinedAmericansincethedaytheConstitutionwassignedintoeffect。WiththistheyareabletoeffectivelyexpressthEIrexistence，theyfeelfreetoexpresstheirdesires，wantsanddislikes。Withthefreedomtheyareabletobetheinpidualsthattheyareandvoicerequestsforchangetheywanttoseewithintheworld。Americansocietyhasgreatmovementswithinitself。Thesemovementsareshownintwoaspects：movementsamonglocationsandmovementsinsidethesociety。DevelopedtransportandthetraditionofadventureandsportymakesalotofAmericanmigratefromcountrysidetocities，fromdowntowntouptown；andfromnorthtothesouthernsunnyland，fromonecitytoanother。UnlikeEuropeancountries，thesocialclassesinAmericaisnotsostable。Furthermore，withtheavocationofpubliceducation，movementsupwardsalongthesocialladderhavebecomepossible。Manypeoplelivinginthestates，nomatterwhethertheyareNativeAmericanorimmigrantsfromoverseas，havethesamedreamofchangingtheirsocialclassandmaketheirlifetimedreamcometruethroughtheirownefforts。Therefore，Americanvaluetherevolutions，newideas，reformsaswellastakingrisks。AsAmericanview，changeisconsideredpositive。Traditionscanbeaguide，buttheyarenotinherentlysuperior。IV。5LongTermOrientationamp；ShortTermOrientationLongTermOrientationisthefifthdimensionofHofstedewhichwasaddedaftertheoriginalfourtotrytodistinguishthedifferenceinthinkingbetweentheEastandWest。FromtheoriginalIBMstudies，thisdifferencewassomethingthatcouldnotbededuced。Therefore，HofstedecreatedaChinesevaluesurveywhichwasdistributedacross23countries。Fromtheseresults，andwithanunderstandingoftheinfluenceoftheteachingofConfuciusontheEast，longtermvs。shorttermorientationbecamethefifthculturaldimension。wWw。LWlm。coMInAmericansopinion，overcomingobstaclesshouldequippedwithwillandstrength，ifnotwithtime。Americasshorttermorientationdoesnotreinforcetheconceptoflongterm，traditionalorientation。InAmerica，changecanoccurmorerapidlyandtraditionscanbeguide，butarenotinherentlysuperior。ItisobviouslycontrastedwiththeChineseandtheAsianthefamilyculturewhichthebusinesswilltakelonger，particularlyforanoutsider。V。ConclusionBasedonHofstedeModelofCulturalDimensions，theabovefivedimensionsandbeliefsdohelptounderlineandpermeatetheAmericannationalculture。Thesevaluesandbeliefsdonrsquo；tapplyacrosstheboardineverysituation，andsomemay，onoccasion，evenactinwaysthatdirectlycontradictorflauntthem，buttheyarestillattheheartofAmericanculturalethos。Itissomeofthesebeliefs，withthecharacteristicbehaviourthatcomefromthem。Inpidualism：asenseofpersonalautonomy。Itreflectsanincreasedemphasisonachievedstatus（subjecttoinpidualeffort，likelevelofeducationachieved）overascribedstatus（afixedstatusimmunefrominpidualinfluence，likeraceorage），andisrelatedtovarioushistoricalforces：MartinLuthersprotestantism，theemergingemphasisonliteracy（itselfrelatedtothenewtechnologyoftheprintingpress），theriseofamercantileclassunderagrariancapitalism，andchangingpoliticalvalueswhichchallengetraditionalelitistassumptions（ieriseofdemocracyovermonarchy）。Libertyandfreedom：especiallyfromgovtamp；churchintrusion，alongwithafearofconcentratedpowerofanysort（ie。biggovernment，bigbusiness，biglabor，andbureaucracy）。Equality：especiallyequalityofopportunityCompetitionandthevalueofwinning：Americanlovethewinnerandlearntodespisetheloser。Theyalsovaluethatthiscompetitionisfairandmeritocratic。Meritocracy：rewardsshouldbedistributedaccordingtoperformancebetterperformanceshouldbringbettersocialeconomicrewardsandviceversa。Thisvalueassumesarelativelylevelplayingfield，wheninfactthefieldisrarely（ifever）level。Nevertheless，manysocialrewardsareatleastpartiallymeritocraticinoursociety（iegradesincollege）。SinoUStraderelationshipisoneofthemostimportantbilateraltraderelationsintheworld。Itconnectstheworldrsquo；smostpopulouscountrywiththeonlysuperpower。Themutualunderstandingisrelatedtothequalityoftwocountriesrsquo；traderelationship。Therefore，itisurgenttoincreasetheunderstandingourcounterpartstofindwinwinsolutionsinbusinessnegotiation。WiththeincreasingquantityofinterculturalcommunicationandconfrontationwithAmerica，tobeaneffectivenegotiator，itisessentialforChinesetoknowmoreaboutAmericaanditscorevalues。Bibliography：〔2〕Gudykunst，W。B。amp；KimY。Y。（1992）。Communicatingwithstrangers：Anapproachtointerculturalcommunication。NewYork：McGrawHill，Inc〔3〕HoecklinL。（1995）。ManagingCulturalDifferences：StrategiesforCompetitiveAdvantage。Essex：AddisonWesley〔4〕HofstedeG。（2001）。CulturesConsequence。London：SagePublications〔6〕Gannon，Kim。（1991）。RidingtheWavesofCulture。AmericanToday。Vol。12〔7〕Huntingon，S。P。（2001）。TheWestUnique，NotUniversal。Philadelphia：F。A。Davis