摘 要

随着经济全球化、区域一体化的发展，跨国商务活动成为当代贸易不可或缺的一部分，这些来自不同国家有着不同文化背景的人进行商务交流时受到文化差异的影响。影响中西方商务交际的因素很多，而面子是一种社会文化现象，在跨文化商务交际中起到的作用不可忽视。中西方的面子文化受社会历史文化等因素的影响存在很大差异，中西方商务文化中与面子有关的交际模式也存在巨大差异。从商务谈判、市场营销、外贸函电、人力资源管理四个方面论述了面子文化对中西方商务交际的影响，分析了隐含在中西方商务交际行为中可能引起误解或冲突的因素，以加深交际双方之间的沟通和理解，从而促进不同形式跨文化商务活动的顺利进行。

面子理论的应用研究可丰富跨文化交际理论，通过研究了解面子理论的应用在中西方不同文化下的差异，在前人研究的基础上，对中西方面子理论进行系统地梳理和比较，加深人们对中西方文化中面子理论的理解。本文是运用文献研究法、观察法和经验总结法三种方法完成的。写作初期通过中国知网等相关网站及图书馆资源来获取相关材料，大量阅读，从而全面、正确的了解交际教学法各个方面的相关理论及实践案例。并且通过对相关商务交际活动的观察，并与面子理论相结合，得到有关的可用资料。最后运用经验总结法进行概括描述完成此文。

关键词:面子理论；中西方商务交际；商务谈判；市场营销

ABSTRACT

With the development of economic globalization and regional integration, transnational business activities have become an indispensable part of contemporary trade. When people from different countries with different cultural backgrounds conduct business communication, they are affected by cultural differences. There are many factors affecting Chinese and western business communication, and face is a social and cultural phenomenon, which plays an important role in intercultural business communication. There are great differences in face culture between China and western countries due to the influence of social, historical and cultural factors, and there are also great differences in face-related communication modes between Chinese and western business cultures. From the business negotiation, marketing, foreign trade correspondence, human resources management four aspects discusses the face culture influence on western and Chinese business communication, analyses the implied in the act of western and Chinese business communication may cause misunderstanding or conflict, to deepen our communication and understanding between each other in communication, so as to promote various forms of cross-cultural business activities smoothly.

The application research of face theory can enrich the theory of intercultural communication. Through studying the differences between the application of face theory in different cultures of China and the West, based on previous studies, the face theory of China and the West is systematically combed and compared, so as to deepen people's understanding of face theory in Chinese and Western cultures. This paper is completed by three methods: literature research, observation and experience summary. At the beginning of writing, I will obtain relevant materials through CNKI and other relevant websites and library resources, and read a lot, so as to comprehensively and correctly understand the relevant theories and practical cases of all aspects of communicative teaching method. And through the observation of related business communication activities, and combined with the face theory, we can get the relevant information. Finally, this article is summarized and described by using experience summary method.

Key words: Face Theory; Chinese And Western Business Communication; Business Negotiation; Marketing

Contents

Chapter One Introduction 1

1.1 Research Background 1

1.2 Research Significance and Purpose 1

1.2.1 The Theoretical Significance of the Study 1

1.2.2 The Practical Significance of the Study 2

1.2.3 The Purpose of the Study 2

Chapter Two Literature Review 4

2.1 Domestic Studies on Face Theory 4

2.2 Foreign Studies of Face Theory 5

Chapter Three Analysis on Application of Face Theory between China and West Countries in Business Communication Etiquette 7

3.1 Business Negotiation 7

3.1.1 Chinese and western negotiators have different understandings of face 7

3.1.2 Different communication modes corresponding to different face views of Chinese and Western negotiators 8

3.2 Marketing 9

3.3 Foreign Business Correspondence 11

3.3.1 Basic principles of foreign trade correspondence 11

3.3.2 The Application of Face Theory in Foreign Trade Correspondence 11

3.4 Human Resource Management 13

3.4.1 Hofstede’s Cultural Dimensions 13

3.4.2 The Application of Face Theory in Communication between Superior and Subordinate in China and the West 14

Chapter Four Conclusion 17

4.1 Summary 17

4.2 Research Limitations and Future Directions 17

Works Cited 19

Acknowledgments 21