选题意义
Business negotiation is a crucial activity in the commercial sector, involving a process of interaction, persuasion, and consultation between parties aimed at reaching a mutually beneficial contract This contract not only serves the interests of both parties but also acts as a foundation for developing business relationships and establishing a foothold in the marketplace.
To achieve successful outcomes in negotiations, it is essential for negotiators to understand their counterparts and employ effective negotiation strategies International business negotiations often involve parties from diverse countries, where cultural backgrounds significantly influence the negotiation process Each nation and ethnic group possesses unique cultural characteristics, including language, religion, customs, and aesthetics Gaining insights into the partner's culture can provide businesses with a competitive edge during negotiations.
China and Vietnam share a close geographical relationship, fostering deep and rich cultural exchanges that have evolved over time Consequently, the cultural similarities and differences between the two nations significantly influence business negotiations It is essential to recognize these cultural distinctions while also leveraging the commonalities to facilitate easier consensus during negotiations.
Due to the reasons mentioned above, we have decided to conduct a study titled "Cultural Elements and Business Negotiation - A Case Study of 'Business Negotiation Tutorial'."
研究目的
China, with its rich history and culture, significantly influences the negotiation styles of its businesses Currently, Vietnamese companies are actively seeking partnerships with Chinese counterparts.
This article explores the cultural factors influencing business negotiation styles in China It aims to analyze these elements and propose strategies to mitigate their impact on negotiations.
文献综述
外国研究情况
In "Culture's Consequences: International Differences in Work-Related Values" (1984), Hofstede explores how cultural characteristics significantly influence lifestyle and work styles across different societies.
The impact of various dimensions—power, relationships, gender, risk, and time—shapes workplace behavior in China From a power perspective, groups with a heightened awareness of power distance are more susceptible to the influence of opinion leaders, and interpersonal complaints spread more rapidly In terms of relationships, collectivist groups tend to conform to popular opinion, while individualist groups exhibit more rationality Gender dynamics reveal that masculine groups often express emotions and negative perceptions that become widely recognized, whereas feminine groups tend to harbor this knowledge more discreetly Regarding risk, groups with a high aversion to uncertainty are significantly influenced by institutional regulations, while those with low aversion are more inclined to take risks, prioritizing profit or compensation Time orientation also plays a role, as complaints from long-term oriented individuals tend to have a lasting impact Additionally, Ambler's work in "Doing Business in China" (2008) highlights cultural factors affecting business negotiations, such as relationships, face-saving, and gift-giving, supported by studies like Wang's "Business Culture in China" (1998) and Anedo's "China-Africa Culture Differences in Business Relations" (2012).
中国研究情况
The "Business Negotiation" course at the Foreign Languages University of Hue comprehensively covers various stages, factors, and influences of business negotiations This approach provides students with a wealth of resources and insights into effective negotiation strategies.
Liu Lifang, in her 2006 work "The Impact of Cultural Differences on International Business Negotiations," emphasizes that participants in foreign-related business negotiations come from diverse countries, making cultural background a significant factor influencing negotiations These cultural differences lead to varying thought processes, negotiation styles, and techniques among the parties involved.
Cultural influences shape various traits and behaviors, leading to differences in international business negotiations It is essential to acknowledge these cultural disparities and strive to bridge them for mutual understanding.
In "The Impact of Cultural Differences between China and the West on International Business Negotiations" (2013), Feng Tao examines the disparities present in international business negotiations and offers strategies to address them The study aims to assist individuals in overcoming cultural barriers in business activities, preventing cultural conflicts, and achieving successful cross-cultural communication.
Additionally, there are significant works such as Zhou Juanmei's "Cultural Factors Influencing International Business Negotiations" (2003), Lin Hai's "The Impact of Cultural Differences on Sino-American Business Negotiations" (2005), and Zhou Mengzhen's "An Empirical Study of Cultural Factors in Sino-Vietnamese Business Negotiations" (2006).
越南研究的情况
在越南，为了提供商务谈判的资料，提高营业的谈判技能与技巧，
Nguyen Xuan Thom 已在《国际商务谈判的技术》(2001)仔细地进行研究
国际商务谈判的技能。从而理解各个国家的商务谈判的文化差异。
Tran Duc Minh 推出《谈判艺术》（2011），介绍谈判过程，谈判
技巧，而且研究谈判中的各种手段。
研究对象与范围
研究对象：文化因素对中越商务谈判过程的影响
This study examines the influence of cultural factors on business negotiations between China and Vietnam, focusing specifically on how these cultural elements shape negotiation styles and activities By analyzing the impact of culture on Chinese business negotiations, we aim to understand its effects on the negotiation process between the two countries The research utilizes the "Business Negotiation" tutorial as a case study.
研究方法
文献分析法：通过调查文献来获得商务谈判和文化差异的资料，
This article analyzes the business negotiation cultures of China and various countries worldwide through literature and information analysis It aims to understand how Chinese business negotiation culture influences negotiations between China and Vietnam.
操作步骤
第一章 中越商务谈判中的文化因素
第二章 文化因素对中越商务谈判的具体影响
第三章 顺化大学下属外语大学中文系学生学习商务谈判课的方法
中越商务谈判中的文化因素
商务谈判概述
1.1.1 商务谈判的概念
Negotiation is a crucial activity in business, involving communication between two or more parties regarding operational matters The primary goal is to reconcile business relationships and fulfill the needs and interests of each party involved.
具体地说，“谈判是通过直接沟通或者通过书面进行交涉和说服
的过程，为了各方的利润通过平等资源，协商一致的原则”（Nguyễn, X.
According to Gerald J Neale's discussion on Berger, "People exchange opinions to change their relationships and consult with each other to reach consensus," which is a process that directly influences various interpersonal relationships and yields lasting benefits for all parties involved (Business Negotiation Tutorial).
荷伯科思论提出谈判是“利用信息和权力去影响紧张网的行为”
（《商务谈判》教程）。
Bill Scott defines negotiation as a "form of bilateral face-to-face discussions aimed at seeking the best mutually beneficial outcomes through the joint efforts of both parties" (Business Negotiation Tutorial).
谈判具有艺术性、不确定性、科学性、灵活性（庞辉, 赵亚南, &
1.1.2 主要商务谈判方式
"Correspondence negotiation is a written negotiation method conducted through postal services, telex, fax, and other means to seek transaction agreements" (Trade Finance Network, Correspondence Negotiation, 2016) This method is commonly used in business dealings.
This negotiation method is commonly used for long-distance discussions without face-to-face interaction While it is prevalent in international trade business negotiations, it is less frequently utilized domestically.
According to international trade practices, correspondence negotiations typically involve five key stages: inquiry, offer, counteroffer, acceptance, and contract signing.
Phone negotiations are an indirect method of communication where parties discuss information and negotiate to reach a deal over the phone This form of negotiation is verbal and involves expressing ideas through spoken language It encompasses various stages, including inquiries, closing deals, and signing contracts It is essential to document and organize all relevant information, as any verbal agreements made during the call can constitute a legally binding oral contract.
Direct negotiation refers to a negotiation format where the parties involved engage directly without the involvement of any intermediary organizations or agents This method facilitates effective communication between negotiators, allowing them to closely observe each other's facial expressions, body language, and emotional shifts Such direct interaction enhances understanding and enables accurate assessments of the negotiation dynamics, ultimately promoting the achievement of favorable outcomes.
1.1.3.1 谈判前的准备工作
Negotiation is both a science and an art, involving direct communication and discussion The overall quality, skills, experience, psychological state, and emotions of negotiators significantly impact the negotiation process and outcomes, making results difficult to predict and control Even with the same content, environment, and conditions, different individuals, negotiation methods, and language styles can lead to varying results Therefore, the negotiation process embodies artistic elements, highlighting the importance of thorough preparation by negotiators.
Negotiator preparation involves developing skills, abilities, styles, experiences, and relationships that significantly impact negotiation strength and outcomes An effective negotiator is a crucial element in achieving negotiation success.
The thinking patterns of negotiators play a crucial role in the negotiation process There are three primary types of thinking: divergent thinking, convergent thinking, and evaluative thinking Divergent thinking fosters the generation of multiple associations, while convergent thinking allows for the summarization and abstraction of common essential characteristics Evaluative thinking enables the analysis and comparison of different options for assessment and selection It is essential to integrate these three thinking styles to enhance negotiation effectiveness.
The selection of negotiation team members and their organization is a crucial factor in determining the negotiation process and outcome Based on various theories and the specific demands of negotiation activities, a team of four individuals is considered optimal for general negotiations This team typically consists of one chief negotiator and three main negotiators.
人。至于年龄，最佳谈判年龄是在 35 岁至 50 岁之间。在这个年龄的人
In the tutorial on "Business Negotiation," individuals are typically in a mature stage both physically and mentally, possessing a wealth of experience Generally, they are in a period of career advancement Additionally, thorough preparation of negotiation information is essential for success.
Negotiation information refers to various situations, intelligence, and data closely related to negotiation activities Any emergence or changes in circumstances before and during the negotiation will be reflected through this information By preparing negotiation information, you gain initiative and control in the negotiation process.
Thông tin trong đàm phán thường được chia thành bốn loại: thông tin về môi trường, thông tin về chủ đề, thông tin về tổ chức và thông tin cá nhân Chuẩn bị một kế hoạch đàm phán là rất quan trọng.
根据《商务谈判》教程，任何谈判方案都通过以下过程而最终产 生的：
信息准备 目标提出 方案设计 方案选定 信息反偏 修正方案
商务谈判与文化的概述
1.2.1 文化的概述
Culture is a unique phenomenon of human society, created and defined by people It encompasses the totality of social phenomena and the intrinsic spirit of various ethnic groups, including their inheritance, creativity, and development Chinese culture, in particular, reflects the characteristics of its nation and era, showcasing both continuity and evolution.
Culture encompasses the ideology of society along with its corresponding institutions and organizations As a powerful spiritual force, culture transforms into material strength during the process of understanding and reshaping the world, profoundly impacting social development In summary, culture influences various social domains, including the business sector.
1.2.2 商务谈判的文化的概述
Cultural factors are among the most significant influences on the business negotiation process Different regions and countries exhibit unique cultures, affecting lifestyles and thought processes, which in turn shape distinct negotiation styles In international business negotiations, participants come from diverse cultural backgrounds, making cultural differences a critical element that impacts the negotiation dynamics These cultural disparities lead to variations in negotiation approaches, techniques, and behaviors Additionally, they influence definitions of negotiation, selection of negotiators, and differing expectations regarding etiquette, communication methods, time management, and contract formats Recognizing and bridging these cultural differences is essential for fostering mutual understanding in international negotiations Successfully overcoming cultural limitations is a challenging yet vital task for achieving positive outcomes in negotiations with foreign parties.
中国商务谈判中的文化因素
1.3.1 中国商务谈判中的文化因素根源
Cultural communication plays a crucial role in business negotiations, as various cultural differences can create barriers to effective cross-cultural communication Understanding the other party's culture is essential for achieving negotiation success Factors such as value orientations, cognitive differences, customs, and perceptions of time and space significantly influence the outcomes of business negotiations.
China, a country with a rich and ancient history, is renowned for its magnificent landmarks such as the Great Wall, Tiananmen Square, and Fenghuang Ancient City This enduring heritage is not only reflected in its stunning architecture but also in its vibrant cultural essence, expressed through music, poetry, and the unique lifestyle and mindset of the Chinese people.
Văn hóa không phải là một khái niệm cố định mà là sản phẩm phát triển cùng với sự tiến bộ của cộng đồng dân tộc, luôn hướng tới sự hiện đại (Đinh, C T (2008)) Do đó, văn hóa đóng vai trò quan trọng như một động lực phát triển, đặc biệt trong lĩnh vực kinh tế và các cuộc đàm phán thương mại.
改革开放 30 年（1978 年 12 月-2008 年 5 月），中国取得了长足 进步。 中国采纳了西方文化价值观，但始终保留其民族文化认同。 在
中国贸易中，西方国家出现了“商业文化”、“企业文化”等新概念（Đinh,
1.3.2 中国商务谈判中的文化因素特征
China is one of the world's oldest civilizations, with a history spanning nearly 5,000 years since the establishment of the Xia Dynasty in the 21st century BC This extensive history has endowed China with a vast and rich cultural heritage The nation has continually strived to evolve and transform, aiming to fully realize its cultural potential, which has been a cornerstone in its emergence as a global economic powerhouse today.
Throughout human history, various ethnic groups and societies have developed distinct traditions and cultures, which play a crucial role in human survival and development Individuals draw inspiration and lessons from their cultural heritage The pervasive influence of cultural factors in business negotiations is often subtle and latent According to Hofstede's cultural value research, culture is defined as the "collective programming of the mind that distinguishes one group of people from another." He explains that the value systems based on culture encompass four dimensions: power distance, individualism versus collectivism, and masculinity versus femininity.
（masculinity/ femininity）和不确定性回避 （uncertainty avoidance），除
了还有长期/短期取向（long-term/ short-term orientation）和 放纵/克制
（indulgence）。Hofstede文化价值取向的应用价值对中国传统文化价值
观及社会主义核心价值观有巨大影响。（闫婕, 张瑛莹, & 马玉梅.
The article introduces the cultural value orientation model, focusing on Hofstede's influential cultural value dimensions It emphasizes four key dimensions: power distance, individualism versus collectivism, masculinity versus femininity, and uncertainty avoidance.
Cultural aspects often divide into two subconscious categories: Western and Eastern cultures These fundamental cultural groups exhibit significant differences, with Western cultures emphasizing individualism and Eastern cultures focusing on collectivism Such ideological distinctions have a profound impact on the approach to trade negotiations.
Yoon's research indicates that individualism and collectivism are cultural values that influence interpersonal relationships within organizations and are passed down through generations These values reflect the expectations of society's members and are sustained over time The study views individualism/collectivism as personal and collective-oriented values (Yoon, K I (2010)) In individualistic countries like the United States, Australia, and Canada, the individual is seen as the fundamental unit of society, characterized by traits such as freedom, independence, and honesty Hofstede suggests that Western countries prioritize individualism, whereas developing countries, including China, are more collectivist Most East Asian nations emphasize collective values over individual ones, and China, as an Asian country, places significant importance on collectivism, where personal goals are influenced by collective objectives.
标支配（Nguyễn, V H., & Nguyễn, X T (2001)）。因此，个人必须在集
In collectivist cultures, individuals often prioritize working within the group rather than isolating themselves Most people in these societies exhibit humility, politeness, and a tendency towards reconciliation It is important to avoid offending others and to maintain harmony in everyday life.
谐（Trần, N T (2000)）。通过这两个组织文化的特征，集体主义人们的
思想和行动比个人主义常敏感细腻。他们更注重关系而不是合同（Nguyễn,
China is a nation characterized by strong collectivism, where the interests of the group take precedence over individual interests (Beamer, L 2003) Unlike Western countries that emphasize individualism, Chinese society is deeply influenced by Confucian values of "benevolence, righteousness, propriety, and trust" (Nguyen, L) This cultural framework fosters respect for community values and loyalty among individuals, which significantly impacts negotiation practices in China.
Partners often engage in careful consideration and seek advice from those outside the negotiation room Individuals perceive themselves as part of a group, which, in turn, provides support in exchange for their loyalty.
In Western culture, there is a belief that everyone is born with equal rights, making status an insignificant factor in communication In contrast, Eastern societies, particularly China, are influenced by Confucius and other philosophers, who emphasize the importance of respecting age, experience, status, and authority in interactions.
力。三纲指父子、君臣、夫妻之间伦理逻辑让中国人上千年安居 （Nguyễn,
Khoảng cách quyền lực đã được hình thành lâu dài trong lịch sử Vào năm 1046 trước Công nguyên, triều đại Chu (1046-256 trước Công nguyên) đã thiết lập quyền lực ở vùng đồng bằng Bắc Trung Quốc Một trong những biện pháp quan trọng để củng cố quyền lực của triều đại Chu là việc phong đất cho các lãnh chúa, trong đó vua Chu, được gọi là Thiên Tử, có quyền ban lệnh, phong tước, khen thưởng và trừng phạt các lãnh chúa Tất cả các lãnh chúa và người dân trong nước đều phải phục tùng quyền lực của Thiên Tử Lịch sử kéo dài hàng nghìn năm đã tạo ra khoảng cách quyền lực, điều này đã ăn sâu vào tiềm thức của người Trung Quốc, khiến họ chú ý hơn đến vị trí của mình trong mối quan hệ về tuổi tác, địa vị và quyền lực, đồng thời thường có xu hướng rụt rè và tự kiềm chế trong giao tiếp.
权力距离显然影响了中国人的谈判风格。谈判的本质是一门学问。
The relationships among various factors in negotiations can be understood through the rational objective model or the cyclical model, as discussed by Nguyễn and Nguyễn.
中国商务谈判中的具体文化因素
Business negotiation, as a mode of cultural communication, is significantly influenced by the differences in cultural backgrounds of the parties involved These cultural variances impact negotiation styles, objectives, and decision-making processes In the context of China, a country with a rich cultural heritage, these factors have notably shaped the negotiation style of its people.
Language plays a significant role in the business negotiation process, as it is essential for achieving desired outcomes Effective communication skills are necessary whether negotiations occur verbally or in writing Directly saying "no" can lead to embarrassment for both parties and may result in a deadlock Instead, using conditional questions can help avoid such awkward situations, especially when faced with additional demands that are unacceptable.
We can use conditional questions to inquire, "If we meet your additional requirements, would you be willing to pay extra?" If the other party is unwilling to pay the additional costs, they have effectively declined their own request.
求 ,我们不会因此而失去对方的合作。
In China, a country that values etiquette, every action and word is significant, especially during negotiations It's crucial to address negotiation counterparts appropriately, as China has a high power distance and places great emphasis on social status In addressing individuals, Chinese people often use names along with the pronouns "您" (nín) and "你" (nǐ) The pronoun "你" is typically reserved for family, friends, classmates, and younger individuals, while "您" is used to show respect towards elders, superiors, or in formal negotiation contexts.
During negotiations, greetings serve as a demonstration of friendship and care among participants, fostering harmonious interpersonal relationships (Cao Yi, 2013) It is advisable to keep greetings simple, and negotiators should make effective use of polite language in social interactions.
In Chinese culture, maintaining face is crucial, as evidenced by common greetings that touch on sensitive topics like weight and clothing For instance, saying "Xiao Wang, you’ve gained weight since we last met" can make the recipient uncomfortable, while a comment like "Xiao Wang, your outfit is very fashionable today" may leave them unsure whether it’s a compliment or sarcasm Therefore, in China, giving face is not merely about mutual flattery; it involves avoiding remarks that could embarrass someone.
Chinese people excel at building relationships, transforming strangers into acquaintances and outsiders into insiders They often employ humorous linguistic strategies (Ding, Xu, & Lou, 2008) Humorous language can lighten serious and tense situations, making them more palatable and easier to accept Additionally, humor can enhance persuasion A positive and enjoyable atmosphere psychologically benefits negotiators, ultimately improving negotiation outcomes.
Religious beliefs are a sensitive cultural factor that can significantly impact business practices For instance, in the summer of 1997, Chanel faced intense backlash from the Muslim community due to designs that resembled the cover of the Quran Similarly, there are ongoing discussions about the influence of religious values on popular trends in India.
Hinduism holds the cow in high regard, symbolizing reverence and respect Therefore, when entering the Indian market, it is essential to be mindful of the values that this country worships.
In the Chinese subconscious, the three teachings (Taoism, Buddhism, and Confucianism) have deeply ingrained themselves, forming a significant philosophical system Their influence extends into modern cultural life, and understanding these teachings is essential in business negotiations to explain certain customs and etiquette observed during the preparation and conduct of negotiations in China.
Confucius placed great emphasis on morality as a means to maintain societal order His moral philosophy encompasses various aspects, including benevolence, propriety, righteousness, wisdom, trustworthiness, and courage, with a central focus on "humanity." Consequently, in everyday and business relationships, Chinese individuals consistently exercise self-restraint, demonstrate decorum, and prioritize etiquette Confucius's teachings also influenced the principle of acting with caution, upholding trust, and caring for the people.
Tư tưởng Nho giáo đã ảnh hưởng sâu sắc đến quan niệm của người Trung Quốc, đặc biệt là về vai trò của thiên tử, các nước chư hầu, sự phong tặng, cũng như mối quan hệ giữa các quốc gia lớn và nhỏ, vai trò trong gia đình và quan hệ thân tộc Do đó, trong các cuộc đàm phán, việc hiểu rõ tầm quan trọng của những mối quan hệ này là rất cần thiết, điều này cũng phản ánh đặc trưng của xã hội tập thể ở Trung Quốc.
Relationships are a fundamental aspect of Chinese society, encompassing a network of connections between individuals that govern and constrain thoughts, emotions, and obligations within the community These relationships can be based on family, profession, friendship, and age, contributing to the characteristics of collectivist culture They signify not only emotional bonds but also a foundation for mutual assistance in times of need, highlighting the strong sense of love and kinship inherent in Chinese social interactions.
关系范畴，互相帮助，不是互惠、务实的关系。Nguyễn, V H., & Nguyễn,
X T (2001)也就是说，这种互惠是隐性的，没有时间规定，不一定等价，
只是具有社会约束力。 为了了解关系的重要性及其运作方式，必须了解
Truyền thống Nho giáo ở Trung Quốc nhấn mạnh rằng trật tự xã hội phụ thuộc vào mối quan hệ vai trò được phân biệt rõ ràng giữa các cá nhân Các tiêu chuẩn đạo đức mà Nho giáo đề cao bao gồm mối quan hệ giữa cha con, vua tôi và vợ chồng.
Luo, Y (2007)提出一个例如，北京的一位朋友描述了他是如何买
It is often difficult to purchase sleeper tickets He asked his mother, a nurse working at a hospital that serves subway workers, for help She connected him with a young woman who had already contacted the ticket seller As a result, the man was able to secure the elusive subway ticket.
文化因素对中越商务谈判的具体影响
文化因素对中越商务谈判方式的影响
Written communication plays an increasingly vital role in both domestic and international trade negotiations Similar to phone negotiations, the language used in written correspondence must be fluent and precise In Chinese culture, social relationships are highly valued, making the way individuals address one another particularly important Proper titles reflect the relationship between the sender and recipient; thus, respectful forms of address such as "Dear" or "Respected" should precede the recipient's name Although the sender and recipient's information is already indicated on the envelope, these titles enhance the tone of respect and warmth Additionally, including greetings in the correspondence demonstrates respect and friendship, with phrases like "Hello" being particularly courteous To conclude, polite expressions such as "Sincerely," "Best regards," or "Wishing you health" are essential When addressing elders, one might use phrases like "Wishing you peace" or "May you be blessed," further emphasizing the importance of respectful communication in written negotiations.
Business negotiations in China are characterized by a significant power distance and a hierarchical structure, leading to a strong emphasis on social aspects such as identity, rank, and status Written communication in negotiations can help parties overcome negative impacts stemming from the negotiators' identity, level, qualifications, and psychological factors, allowing for a more objective and fair process However, the lack of face-to-face interaction often results in superficial discussions and weaker emotional connections between the parties Additionally, the influence of various social relationships in China means that this negotiation method may not effectively foster deep, meaningful relationships between the negotiating parties.
The use of telephone negotiations in business activities is becoming increasingly common During these calls, we often encounter situations that are difficult to articulate Therefore, effective communication relies heavily on language, tone, and content.
Understanding expressions, attitudes, and the timing of interactions is crucial during negotiations When engaging in a phone negotiation with a Chinese counterpart, it is important to be aware of their cultural nuances to achieve success more easily.
Ngôn ngữ có ảnh hưởng lớn đến các cuộc đàm phán kinh doanh Qua ngôn ngữ, bạn có thể thể hiện thái độ và thiện chí của mình Khi nhận hoặc thực hiện cuộc gọi, trước tiên bạn nên giới thiệu lịch sự về công ty hoặc cá nhân của mình, chẳng hạn như: "Xin chào, đây là công ty A." Việc sử dụng từ "Ngài" để xưng hô sẽ thể hiện sự tôn trọng đối với người nghe Nếu bạn nhận cuộc gọi, hãy lịch sự và nhã nhặn hỏi thăm đối phương.
“您好！我是 A 公司的销售部经理”。
Telephone negotiations can help reduce the disparity in status between negotiating parties In Chinese culture, there is a significant power distance, making the status of each party crucial During phone negotiations, direct interaction is limited, allowing the focus to remain on the content of the negotiation rather than the identities, statuses, or positions of the negotiators.
For Chinese individuals, maintaining face is an essential aspect of interactions In negotiations, both parties aim to preserve their dignity even when declining the opponent's proposals Therefore, when refusing a negotiating partner, it is advisable to do so via phone to avoid any awkward situations.
中国人深受孔子思想的影响，是仁、礼、义、智、信、勇等诸多
方面，所以他们忠诚，尊重社区价值观（Nguyễn, V H., & Nguyễn, X T.
(2001)）。这导致它们常缓慢地提出谈判决定，他们需要咨询同事或上级。
因此，在电话谈判中，很难一通电话得出结果。
Direct negotiation refers to a negotiation method where the involved parties engage without intermediaries or third parties In this approach, negotiators must be aware of various cultural factors to facilitate agreement The main stages of negotiation include opening, questioning, listening, reasoning, persuading, and making concessions By leveraging cultural elements during these phases, it becomes easier to achieve your objectives at the negotiation table.
直接谈判有两种语言：第一是平常交流的语言，另一个是非语言
的方式(Giáo trình Đàm phán thương mại quốc tế.(2017))。 关于谈判的语
In negotiations, particularly in Chinese culture, it is crucial to pay attention to titles and forms of address, as respect for social hierarchy is paramount Utilizing humor and compliments can alleviate tension in the negotiation room, but excessive flattery should be avoided to prevent discomfort Non-verbal communication, such as attire, eye contact, facial expressions, and gestures, also plays a significant role A handshake is a common gesture in China, symbolizing welcome or farewell Throughout the negotiation process, from preparation to signing contracts, maintaining proper etiquette is essential to preserve goodwill It is important to greet the highest-ranking individual first and be aware of the Chinese tendency to avoid uncertainty, which can be leveraged to create cautious agreements Finally, the post-negotiation reception process is vital, as the culture of gift-giving has become an integral part of negotiations, with thoughtful gifts reinforcing mutual affection and respect.
Chinese values of collectivism and uncertainty avoidance encourage negotiators to adopt supportive indirect communication methods These indirect approaches help address tricky or contentious issues while aiming to preserve face and maintain relationships Consequently, negotiators often prefer phone or written communication over direct negotiation methods.
文化因素对中越商务谈判活动的影响
2.2.1 谈判前的准备工作
Before engaging in business negotiations, it is essential to conduct thorough and careful preparation As Mao Zedong stated, "Do not engage in battles without preparation or certainty; every battle should strive for readiness" (Cao Yi, 2013) Therefore, comprehensive preparation is crucial prior to negotiations Additionally, cultural factors have a significant impact on this process.
2.2.1.1 谈判人员准备
Sức mạnh trong đàm phán thương mại quốc tế được xác định bởi "vị thế giao dịch" của người tham gia Theo ảnh hưởng của Khổng Tử và một số triết gia khác, người Trung Quốc luôn tôn trọng vị thế giao dịch Trong quá trình đàm phán, họ thường phân chia rõ ràng các giai đoạn, đặc biệt chú ý đến từng chi tiết trong giai đoạn đầu.
人的地位，把注意力集中在起决定性作用的高层成员身上（Nguyễn, V H.,
& Nguyễn, X T (2001)）。所以，谈判人员的实力非常重要。如何向对方
To establish oneself as a credible negotiator, it is essential to enhance one's educational background and practical skills Chinese negotiators tend to exhibit a high level of uncertainty avoidance, lacking in risk-taking and awareness Consequently, they are often reluctant to engage in negotiations with those who lack professional experience Additionally, Chinese culture emphasizes collectivism over individualism, which significantly influences the negotiation process through social relationships By leveraging these connections, negotiators can elevate their status, broaden their perspectives, and facilitate more effective agreements.
Appearance, particularly in terms of attire, plays a crucial role in creating a positive or negative impression In Chinese culture, where social status is highly valued, one's clothing must reflect their character and a positive image Additionally, mental and psychological preparation is essential for presenting oneself effectively.
How should one treat those who are stronger or weaker than themselves? This reflects a person's mindset Before negotiations, key aspects of this mindset include one's perspective on success and the ability to handle failure In China, negotiations are often viewed as a "costly" endeavor, with many seeing it as a win-lose game Negotiators frequently start with high demands, aiming to gain profit through concessions, which helps them leave a favorable impression on superiors and colleagues Additionally, Chinese negotiators are largely influenced by hierarchical structures.
Trong văn hóa, nhiều người thường không bày tỏ cảm xúc và ý kiến của mình một cách công khai Họ thường nói một cách vòng vo, khiến việc đưa ra quyết định trở nên khó khăn Do đó, điều quan trọng là các bên liên quan cần chuẩn bị tâm lý và tiến hành từng bước một để tránh mất kiên nhẫn.
在谈判中，要了解和掌握“生活礼仪”、“工作礼仪”、“人际
Trong giao tiếp và hoạt động kinh doanh, việc tuân thủ các quy tắc về "giao tiếp lịch sự", "nghi thức trong các hoạt động thương mại" và "các quy định trong các sự kiện cụ thể" là rất quan trọng Ví dụ, các quy tắc về lễ nghi khi gặp mặt, thăm viếng và tiếp đón đều góp phần tạo nên ấn tượng tốt và xây dựng mối quan hệ vững chắc trong môi trường kinh doanh.
通信礼仪、会议礼仪、谈判礼仪、宴请礼仪、
2.2.1.2 谈判信息准备
Các kênh thu thập thông tin trong đàm phán có thể được chia thành hai loại: kênh chính thức và kênh không chính thức Thông tin trong đàm phán thường bao gồm bốn loại: thông tin về môi trường, thông tin về chủ đề, thông tin về tổ chức và thông tin cá nhân.
When it comes to organizing information and personal data, formal channels rely on official and publicly available information sources For instance, an American negotiator can access annual reports from Moody's and Standard & Poor's or utilize resources available at the Library of Congress and renowned university libraries.
（Nguyễn, V H., & Nguyễn, X T (2001)）。通过正式渠道，能找到组织
Publicly available documents, statistical data, organizational profiles, and relevant national laws are essential sources of information Informal channels refer to the acquisition of information through personal relationships between individuals within organizations In some countries, particularly in Asia, obtaining information can be more challenging and often relies on negotiations through partners, friends, colleagues, or associates In China, where close interpersonal relationships are highly valued, business transactions typically occur within a network of strong connections, allowing for information gathering through the relationships of partners.
Thông tin môi trường đề cập đến những biến động trong chính trị và kinh tế, cùng với các quy định pháp lý và chính sách tương ứng (Giáo trình Đàm phán thương mại quốc tế, 2017) Nền kinh tế Trung Quốc bị ảnh hưởng sâu sắc bởi các đặc điểm văn hóa, thể hiện qua hệ thống tập thể, trong đó chính trị đóng vai trò quan trọng trong các cuộc đàm phán thương mại quốc tế.
Understanding and adhering to national legal regulations is crucial when conducting business in China, as the legal framework plays a significant supporting role Additionally, a strong aversion to uncertainty influences negotiation strategies, making thorough preparation of negotiation plans essential.
Thoroughly preparing a negotiation plan is crucial for success, often accounting for 75% of the advantage Typically, Chinese negotiators initiate discussions by presenting their viewpoints and suggestions first, making concessions only at the last moment These concessions often occur when negotiations reach a deadlock Even in challenging situations, Chinese negotiators skillfully exploit the mistakes and weaknesses of their counterparts Therefore, having a well-prepared negotiation strategy is essential to avoid being reactive and to secure a favorable outcome.
2.2.1.4 谈判时间与环境准备
Negotiating with any country requires careful preparation regarding timing It's crucial to avoid scheduling meetings when the other party is just starting their day, during their lunch breaks, or at the end of the workday In major cities like Tokyo and Hong Kong, being late may be excused due to weather and traffic conditions, but it should still be avoided whenever possible.
2.2.2.1 谈判开始阶段 a 称呼
A Chinese dissident stated that the essence lies in the "value system of Confucianism, which has been enriched by history and accepted by most countries in the region." Consequently, Chinese people hold great respect for social relationships, with titles reflecting these various social connections The usage of titles can generally be categorized into several types.
越南企业掌握中国企业在商务谈判中的技巧
2.4.1 中国企业在商务谈判中的特征
中国文化特色的标志之一是集体主义，即强调人们的谦虚。因为
Influenced by collectivism, individuals may exhibit envy and arrogance while lacking humility (Jin, B., Yu, H., & Hye Kang, J (2013)) In Chinese culture, humility is a significant aspect of politeness, often demonstrated by downplaying oneself through rejecting compliments or feigning modesty.
When negotiating with Chinese partners, deliberately breaking promises or expressing anger, disappointment, or provocation can lead to a loss of face for both parties Unlike in the West, where feigned anger may be seen as a negotiation tactic, this approach can backfire with Chinese negotiators It is detrimental to make a Chinese counterpart lose face, as they prefer polite and gentle communication over direct confrontation and blunt opinions.
中国人以其职业道德而闻名，他们看重吃苦耐劳的人。这理解为
什么中国孩子每年上学 251 天，比别的国家多（Graham, J L., & Lam, N.
M (2003)）。艰苦奋斗，即使在最恶劣的条件下，也是中国人的理想。
Chinese people are known for their hard work and perseverance, driven by a strong desire for success This ingrained virtue of diligence is deeply rooted in their subconscious As a result, the Chinese side will prepare more diligently for negotiations, thoroughly gathering relevant information They also anticipate extended negotiation periods to effectively persuade the other party.
In Chinese culture, the saying "Don't open a shop without a smile" underscores the importance of harmonious relationships Respect and responsibility serve as the glue that binds interpersonal connections, fostering equality and harmony among individuals Consequently, Chinese people value practices such as home visits, gift-giving, event invitations, and long-term relationships to strengthen these bonds.
时间的聚会，除了生意之外什么都可以在聚会中聊天儿（Graham, J L., &
Lam, N M (2003)）。在中国人来看，没有建立足够的人际和谐，任何商
业尝试都是无谓的，他们不会有足够的亲密度来继续工作。
China's long history of economic and political turmoil has instilled a culture of frugality among its people In negotiations, prices often seem pre-determined through extensive haggling Chinese negotiators are typically reluctant to make concessions, doing so only after prolonged discussions Much like strategists such as Sun Tzu, they view negotiations as a battlefield, continuously engaging in the art of bargaining.
Bargaining is a cultural practice among Chinese people, where negotiators often perceive initial prices as inflated if they are unfamiliar with a company's culture and habits As a result, Chinese negotiators tend to negotiate down these prices, allowing them to save face and demonstrate their success to superiors.
Chinese negotiators prioritize trust and mutual benefit in their pursuit of cooperation, often preferring to negotiate and collaborate with established partners This relationship fosters trust and facilitates agreement between both parties If a pre-existing relationship is lacking, it is advisable to seek assistance from intermediaries to build a solid rapport and establish trust.
In Chinese collective society, mutual trust is essential for cooperation Consequently, there is often a lack of trust towards new partners, even among long-term collaborators when new negotiators are introduced Therefore, during negotiations with Chinese individuals, there is a preference for engaging with people they already know and trust.
2.4.2 中国企业在商务谈判中的秘诀
Chinese negotiators excel in the use of silent negotiation tactics, often putting their counterparts in uncomfortable positions To safeguard their pricing, they employ a patience akin to a sharp weapon, countering their opponents' impatience and volatility They anticipate mutual concessions, particularly in additional aspects of the negotiation.
In negotiations, Chinese individuals often employ non-verbal techniques, viewing direct eye contact as rude and threatening Consequently, they frequently avoid looking directly at their conversation partners This behavior can lead to misunderstandings, making it seem as though Chinese counterparts are inattentive, indifferent, or distrustful However, in reality, they are listening attentively.
During business negotiations, Chinese individuals often inquire about the other party's departure time and frequently request decisions to be made on the final day of talks This tactic is used to pressure the counterpart into concessions If a partner is particularly concerned about deadlines, they may employ this strategy Chinese negotiators typically seek to exploit their opponent's weaknesses to gain an advantage.
Furthermore, they often emphasize that China is a developing country in need of assistance As a result, they use status or rank as a powerful tool in negotiations In discussions with China, it is crucial to firmly understand one's own weaknesses to prevent exploitation.
One tactic commonly employed by the Chinese in negotiations is to deliberately prolong discussions, causing the opposing party to lose patience They often utilize a strategy of "authority," claiming to lack decision-making power when they actually possess it, and conversely asserting they have authority when they do not This ambiguity can lead to confusion, as they may feign having power but ultimately need to "consult their superiors" when issues arise It is crucial to remain calm and not become frustrated, as a partner's impatience can be easily exploited.
2.4.2.6 跟让步说不
Chinese negotiators typically begin by expressing their viewpoints and suggestions upfront, often making concessions only at the last moment These concessions usually occur when negotiations reach a deadlock or when there are no alternatives left Even in such scenarios, Chinese negotiators adeptly leverage the mistakes and oversights of their counterparts They rarely make immediate concessions without consulting colleagues or superiors, as the collective nature of their society complicates decision-making processes.
2.4.3 越南企业掌握中国企业在商务谈判中的技巧
2.4.3.1 建立高度信任的关系
Before negotiations begin, Chinese negotiators typically assess the trust and relationship between both parties They adjust their negotiation strategies based on Confucian principles of reciprocity As a collectivist society, China's cultural traits significantly influence its negotiation style, resulting in higher trust levels among individuals within established relationships compared to strangers Negotiating with Chinese counterparts can present numerous challenges.
在与陌生人进行谈判时，他们往往会无情地讨价还价（Nguyễn, V H., &
Nguyễn, X T (2001)）。所以，我们努力与中国合作伙伴建立并保持真正