国际礼仪

国际商务礼仪课程讲稿

国际商务礼仪 International Business Etiquette and Protocol

课程基本情况

?学分：2； 学时：32 课程代码：N08113053

?考核办法：考查-开卷—平时30%+期末卷面70% 适用对象：英语专业本科生 ?参考书目：

涉外礼仪教程，中国人民大学出版社，金正昆，2002 国际礼仪金说， 世界知识出版社，金正昆，2008，7

礼仪金说V 商务礼仪，陕西师范大学出版社，金正昆，2009 礼仪金说VII 外事礼仪，陕西师范大学出版社，金正昆 2009 佩荣谈商务礼仪，中华工商联合出版社，蒋佩荣，2009，1

最权威商务礼仪课——商务精英必须知道的基本礼节，河北教育出版社，（美）

惠特摩尔著，姜岩译 2008，1

?教学目标：帮助学生塑造良好的个人形象，构筑未来职业生涯。

?教学目的：使学生掌握国际商务礼仪的规范、原则和技巧；了解中国与世界其

他国家的基本礼仪规范；熟悉外事活动与跨国商务活动；减少不必要的冲突和误会，建立更融洽的伙伴关系方式。

?教学方法：以讲授法为主，以多媒体教学为辅。

教学内容安排

?第一章 国际商务礼仪概述 第二章 涉外人员个人礼仪 ?第三章 办公礼仪 第四章 客户服务 ?第五章 餐饮礼仪 第六章 社交礼仪

?第七章 优先顺序 第八章 谋职/面试礼仪

不学礼，无以立。

——孔子

人无礼则不生，事无礼则不成，国无礼则不宁。 ——荀子

仓廪实而知礼节，衣食足而知荣辱。 ——管仲

一个人的成功，15％是靠专业知识，85％是靠人际关系与处世能力。 ——安德鲁·卡内基

（所谓的“人际关系和处世能力”，其实就是礼仪的外化。）

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国际商务礼仪课程讲稿

Chapter 1 Overview of International Business Etiquette

and Protocol

I. Defining Business Etiquette and Protocol

1. Webster’ college dictionary defines protocol as “the customs and regulations

dealing with diplomatic formality, precedence and etiquette” and etiquette as “conventional requirements as to proper social behavior.” 礼仪指官方行为，如外交礼仪中应遵守的规章和习惯； 礼节指社会生活和商务交往中应遵守的举止行为规范。

2. According to Chaney and Martin(2002), “etiquette refers to manners and behavior considered acceptable in social and business situations.

Protocol refers to customs and regulations dealing with diplomatic etiquette and courtesies expected in official dealing (such as negotiations) with persons in various cultures.

3. Nan Leaptrott distinguishes the two terms in a simple way as the following: “Protocol is what to do in a given situation. Etiquette is how to do it---and how to do it gracefully. 礼仪是某一情景下该做什么，礼节是如何做才得体。

He takes figure skating as an analogy, saying “In competition, each skater is given a set of marks by the judges---one for technical merit and another for artistic impression.” For our analogy, protocol would be the technical merit, and etiquette the artistic impression. They both are important in making the best possible impression on an audience.

As long as you understand the correct protocol, etiquette can usually be adapted to doing gracefully and respectfully what needs to be done. 4. The examples of protocol and etiquette

Example 1: meeting behavior in northern Europe Protocol: Etiquette:

Example 2: showing rank in Saudi Arabia Protocol: Etiquette:

Example 3: punctuality in Switzerland Protocol:

Etiquette:

Example 4: refusing and accepting food in the Far East Protocol: Etiquette:

Example 5: serving wine in Japan Protocol: Etiquette:

In addition, in such cases, we should be aware how protocol reinforces cultural belief

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国际商务礼仪课程讲稿

and how to make the most effective use of the point of protocol. Example 6: a business proposal for Germany Protocol: Etiquette:

?These examples of protocol and etiquette illustrate how protocol is uesd to promote

or maintain the values of a culture.

?The etiquette used to achieve the purpose of the protocol may be different from

culture to culture. 礼仪和礼节用以发扬和继承某一文化的价值观念。为体现礼仪所采用的礼节因文化而异。

?

II. The essence of International Business Etiquette

1. Business etiquette is in essence(本质上) about building relationships with

people. In the business world, it is people that influence your success or failure. Etiquette, and in particular business etiquette, is simply a means of maximising your business potential.

If you feel comfortable around someone and vice versa, better communication and mutual trust will develop. This comfort zone is realized through presenting yourself effectively. Business etiquette helps you achieve this.

?Business etiquette varies from region to region and country to country.

2. Some key pillars upon which good business etiquette is built. 1)Behavior

Your manners and attitude will speak volumes about you. They will point to your inner character. If you come across selfish, undisciplined or uncouth your relationship is unlikely to proper. Appropriate business etiquette promotes positive traits. 2) Honesty

A reputation for delivering what you say will deliver goes a long way in the business world. Remember, a reputation for integrity is slowly gained but quickly lost. Understanding a particular country’s business etiquette provides a framework in which you can work without fear of crossing boundaries in terms of agreements, promises and contracts. 3)Character

Your character refers to what you as an individual bring to the business table. Proper business etiquette allows you to exhibit your positive qualities. For example, knowing when to be passionate and not emotional or self-confident without being arrogant. Just through learning another’s business etiquette you demonstrate an open-mindedness which will earn respect. 4)Sensitivity

Sensitivity and consideration underlie all good business etiquette. Being prepared for foreign ways and methods and responding thoughtfully is achieved through

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国际商务礼仪课程讲稿

experience and business etiquette know-how. By avoiding misunderstandings and misinterpretations through business etiquette you lay foundations for a strong business relationship. 5)Diplomacy

Avoiding thoughtless words and actions protects you from negative consequences. Impulse often leads a business person astray. Business etiquette encourages the careful thought of the interests of others and choosing acceptable forms of expression. 6)Appearance

Dressing appropriately, standing and sitting in the right place at the right time, good posture and looking physically presentable are all elementsi in making a good impression. Business etiquette teaches you how to suitably present yourself and what to avoid.

Analysing, understanding and implementing the above will help you recognize what business etiquette is and how it should be employed within the business world.

For the international business person business, etiquette acts as a key. It locks the doors of poor communication and misunderstandings and opens doors to successful business relationships.

?补充p222: a well-honed sense and ……

?商务礼仪不仅有助于提高工作场所的生活质量，形成最佳职员道德，树立公司

形象， 而且对创造利润起着重要作用。尤其在当前国际贸易竞争越来越激烈的情况下，懂得国际商务礼仪越来越重要。

?国际商务礼仪是建立在尊重对方民族文化风俗习惯的基础之上的， 不同的民族有不同的礼仪。一个民族认为是有礼貌的行为，另一个民族可能认为是失礼的。因此，当你和来自不同民族文化的人进行交际时，必须了解对方的民族文化。

?E.g. Former U.S. President Clinton, during his first state dinner abroad on a visit

to Korea, confused his translator and embarrassed Korean officials when he stepped to the microphone to give his dinner speech and invited a translator to stand between himself and President Kim Young Sam. Since in Korea it is an insult for anyone to stand between two heads of state, Clinton had committed a serious faux pas.(有失检点的行为或语言)

III. Minding Your Global Manners

--- When in Rome, do as the Romans do. A few tips :

?Building relationships: ?Dressing conservatively: ?Observe the hierarchy:

?Understanding the handshake:

?Using titles and correct forms of address: ?Exchanging business cards: ?Valuing time:

?Honoring space issues:

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