跨文化视角下中国企业国内外销售谈判技巧的优化研究  

Optimization of Sales Negotiation Skills for Chinese Enterprises from a Cross-Cultural Perspective

作　　者：张正龙 Zhenglong Zhang(The 29th Research Institute of China Electronics Technology Group Corporation,Chengdu 610031,Sichuan)

机构地区：[1]中国电子科技集团公司第二十九研究所,四川成都610031

出　　处：《管理科学与研究（中英文版）》2024年第10期17-22,共6页Management Science and Research

摘　　要：本研究旨在探讨中国企业如何在国际销售谈判中应对文化差异,以提升其跨文化沟通能力和谈判技巧。研究采用了文献分析和案例研究的方法,通过分析不同文化背景下沟通方式、决策风格、谈判目标与动机、冲突解决方式以及时间观念的异同,揭示了文化差异对国际谈判的深远影响。具体策略包括:培养跨文化意识和沟通能力,灵活适应和创新谈判风格,建立信任关系,明确谈判目标与准备多重备选方案,以及运用现代技术和持续改进机制来优化谈判过程。本研究的目的在于为中国企业在全球市场拓展过程中提供实用的策略指导,帮助其应对跨文化挑战,提升谈判的成功率和效果。此研究不仅具备理论意义,引导企业战略的调适,还具有实践价值,为企业在国际竞争中创造更具竞争力的合作模式和有效沟通提供坚实的理论基础及实践指南。This study aims to explore how Chinese enterprises can address cultural differences in international sales negotiations to enhance their cross-cultural communication capabilities and negotiation skills.The research utilizes literature analysis and case study methods to examine the similarities and differences in communication styles,decision-making approaches,negotiation goals and motivations,conflict resolution methods,and time perceptions across different cultural backgrounds.It reveals the profound impact of cultural differences on international negotiations.Specific strategies include developing cross-cultural awareness and communication skills,flexibly adapting and innovating negotiation styles,building trust relationships,clarifying negotiation goals and preparing multiple alternatives,and utilizing modern technology and continuous improvement mechanisms to optimize the negotiation process.The purpose of this study is to provide practical strategic guidance for Chinese enterprises in their global market expansion efforts,helping them to address cross-cultural challenges and improve the success rate and effectiveness of negotiations.This research is significant not only theoretically,guiding the adaptation of corporate strategies,but also practically,providing a solid theoretical foundation and practical guidance for creating more competitive cooperation models and effective communication in international competition.

关 键 词：跨文化沟通 销售谈判 文化差异 谈判技巧优化 

分 类 号：F27[经济管理—企业管理]