跨国经营中的文化冲突与规避对策研究

【作者】 张栋梁；

【导师】 宁德煌；

【作者基本信息】 昆明理工大学 ， 企业管理， 2004， 硕士

【摘要】 历史传承、地理环境、当地的语言等所有这一切综合在一起，产生了一个社会的核心信仰和价值观，这些信仰和价值观能维持和满足这个社会的需要和理想。一个社会的文化就在这些影响和信仰的基础上建立起来并得以巩固，这种社会文化能够调节本社会成员的行为。每个国家、每个民族所独有的文化，给了其成员归属观念和特征，同时也给他们规定了对与错、善与恶等道德标准。然而由于不同国家、不同民族之间的文化差异，来自某种文化的人都习惯以自我文化为中心，认为自己所一直坚持的行为方式、道德标准等都是正确的，从而有偏见地对待异族文化。这样就产生了文化间的冲突。在国际商务中，企业的国际化过程，事实上就是进行跨文化交流和沟通的过程。不同的社会文化相遇时，就可能产生碰撞和冲突，从而导致跨文化经营的失败。事实证明，许多跨国经营的失败，都是由于忽视文化差异而造成的。 本文从文化的含义及文化所包含的主要要素入手，分析了不同国家(民族)在价值观、宗教信仰、语言文字和风俗习惯等各方面的文化差异。并通过对国内外企业国际经营中失败案例的剖析，对造成文化冲突的本质原因进行了深入的研究。随后通过对国际经营中成功案例的分析和与失败案例的对比研究，找出跨文化经营的一般规律，并由此得出跨国经营中文化冲突的规避对策。市场营销是国际经营的利器，而4P’s又是传统营销理论的精髓。本文又从该理论入手，通过大量的营销案例分析，提出了相应的跨文化市场营销策略。最后，文章运用霍夫斯泰德(Hofstede)的研究发现，将世界上的主要国家分为英语系、北欧、拉丁欧洲、德国系、拉丁美洲、远东、中东、近东等国家群体及巴西、日本、印度、以色列等相对独立的国家(这是因为他们独特的历史和文化的归属)，对他们的文化特点进行分析并提出了在跨文化商务交往中应该注意的一些问题。 本论文从文化的视角对国际化经营中的跨文化管理、跨文化市场营销进行了尝试性的探索，为我国企业走出国门，进行跨文化经营，参与国际竞争，提出了切实可行的文化冲突规避策略。更多还原

【Abstract】 Following the old days, geographical environment, and local language, etc. these factors synthesizing together have produced the key faiths and values of a society, the faiths and values can be kept and meet the demands and ideas of this society and. The culture of a society can be set up and can be consolidated on these influencefoundations with faith, the social culture can regulate the behavior of a social member. Every country and each nationality has the unique culture, also has the moral standards of corrects and errors or kind and evil belong to idea and characteristic for its member at the same time. But because different countries, cultural differences between different nationalities, the persons from a certain culture are used to regarding self- culture as the center. Think that behavior way, moral standards insisted all the time by oneself, etc. have all been correct, Thus treat the culture of different race in a prejudice way. So producing the conflict among culture. In the international commercial affairs the internationalized courses of the enterprise, in fact carry on the cross-cultural communication and course linked up. When different social culture meeting, may produce colliding and conflict, thus causing the cross-cultural failure managed. The fact proves that a lot of transnational failure managed are all because ignoring the cultural difference.The main key element that this text includes from the meaning and culture of culture is started with, It is analysed that different countries(the nationality) are in the cultural differences of various fields, such as values, religious beliefs, spoken and written languages and folkways and customs, etc. And the analysis of the case through failing to the domestic other enterprises world while managing , Having carried on deep research to the essential reason that caused the cultural conflict. Through studying the analysis of the successful cases and contrast of the cases with failing while managing in the world afterwards, Find out the cross-cultural universal law managed , and draw on the transnational countermeasure of evading from which manages the chinesization conflict from this. The marketing is the sharp weapon that the world managed, and 4 P’s are marrows of the traditional marketing theory. This text proceeds with this theory again, through a large member of marketing analysis of cases, having put forward the corresponding cross-cultural marketing tactics. At last, the article uses the theory of Hofstede and discovers that it is in the world divided by English Department into more mainly from country, such as North Europe, and Brazil, Japan, Indian, Israel etc. relatively independent country colony Latin America, the Far East, Middle East, the Near East, etc. department Germany Europe Latin ( this is because their unique history and culture is belonged to), Have analysed and proposed to their culture characteristic that should be paid attention to some questions while associating in the cross-cultural commercial affair.At the visual angles of culture whether internationalization in managing cross-cultural to manage, cross-cultural marketing go on the explorations of trying nature this thesis, Go out of the gateway of a country for the enterprise of our country, managing cross-culturally, participate in the international competition, Evade the tactics after putting forward the feasible cultural conflict.更多还原