跨文化商务交际理论与实务

　　本教材以英语、商务英语、国际经济与贸易、跨境电商等相关专业的培养目标为依据，对标《普通高等学校本科商务英语专业教学指南》要求，聚焦跨文化商务交际的核心知识体系与能力结构，具有以下特色：
•教学设计与实务融合： 强调理论联系实际， 在真实语境中培养学生的交际能力。
•数字化资源配套支撑：提供现代教学资源，助力混合式教学与自主学习。
•多维任务驱动学习：通过多样化任务设置，提升学生的思辨能力与实践应用能力。
•赛教融合，以赛促学：将全国性跨文化商务竞赛的能力要求与评价标准融入教学，引导学生在真实赛事任务中应用知识、锻炼能力。
本教材面向高校商学院、外国语学院及所有有志于参与全球商务活动的读者与从业者，致力于构建一个兼具理论深度与实践广度的综合性学习平台。它适用于本科层次的英语、商务英语、国际商务、国际经济与贸易、跨境电商、跨境直播等专业，旨在帮助学生系统掌握跨文化沟通的知识与技能，从容应对多元文化商务场景中的各类挑战。

　　Chapter 1　Cultural and Intercultural Business
Communication／1
Learning Objectives／2
Mind Map／2
Lead‑in／3
Warm‑up Case／3
1.1　Culture／4
1.2　Culture and Communication／13
1.3　Intercultural Communication／19
1.4　Intercultural Business Communication／21
Further Reading／25
Summary／27
Cultural Terms and Expressions Corner／29
Exercises／31
Chapter 2　Intercultural Communication Barriers，
Adaptation and Cultural Patterns／37
Learning Objectives／38
Mind Map／38
Lead‑in／39
Warm‑up Case／39
2.1　Intercultural Communication Barriers／40
2 跨文化商务交际理论与实务
2.2　Culture Shock／47
2.3　Adaptation Strategies／53
2.4　Cultural Patterns／58
Further Reading／86
Summary／89
Cultural Terms and Expressions Corner／92
Exercises／95
Chapter 3　Verbal Intercultural Business Communi⁃
cation／102
Learning Objectives／103
Mind Map／103
Lead‑in／104
Warm‑up Case／104
3.1　Verbal Communication／106
3.2　Language Diversity and Translation Problems／119
3.3　Verbal Communication in Specific Business Scenarios／
123
3.4　Strategies for Effective Verbal Intercultural Business
Communication／133
Further Reading／137
Summary／138
Cultural Terms and Expressions Corner／141
Exercises／144
Chapter 4　Nonverbal Intercultural Business
Communication／151
Learning Objectives／152
Mind Map／152
Lead‑in／153
Warm‑up Case／153
4.1　Nonverbal Communication／154
目录Contents 3
4.2　Types of Nonverbal Communication／157
4.3　Nonverbal Intercultural Business Communication／180
Further Reading／182
Summary／185
Cultural Terms and Expressions Corner／186
Exercises／189
Chapter 5　Intercultural Management／196
Learning Objectives／197
Mind Map／197
Lead‑in／198
Warm‑up Case／198
5.1　Basic Concepts of Intercultural Management／199
5.2　Multicultural Team Management／206
5.3　Business Ethics and Social Responsibility／212
Further Reading／216
Summary／218
Cultural Terms and Expressions Corner／219
Exercises／220
Chapter 6　Intercultural Marketing／226
Learning Objectives／227
Mind Map／227
Lead‑in／228
Warm‑up Case／228
6.1　Overview of Intercultural Marketing／230
6.2　Intercultural Marketing Problems and Strategies／233
6.3　Standardization and Localization／238
6.4　Advertising／242
Further Reading／246
Summary／249
Cultural Terms and Expressions Corner／251
4 跨文化商务交际理论与实务
Exercises／252
Chapter 7　Intercultural Business Negotiation／258
Learning Objectives／259
Mind Map／259
Lead‑in／260
Warm‑up Case／260
7.1　Introduction to Intercultural Business Negotiation／261
7.2　Preparing for Negotiation／264
7.3　Negotiation Styles in Different Cultures／269
7.4　Strategies of Intercultural Business Negotiation／278
7.5　Stages of Intercultural Business Negotiation／283
Further Reading／288
Summary／290
Cultural Terms and Expressions Corner／292
Exercises／293
Chapter 8　Intercultural Business Etiquette and Social
Customs／299
Learning Objectives／300
Mind Map／300
Lead‑in／301
Warm‑up Case／301
8.1　Introduction to Business Etiquette／302
8.2　Initial Business Relationship／312
8.3　Social Customs／318
8.4　Gift Giving and Receiving／322
8.5　Humor，Superstitions and Taboos／325
Further Reading／330
Summary／332
Cultural Terms and Expressions Corner／333
Exercises／334
目录Contents 5
Bibliography／341
Vocabulary／344
Appendices／351