留学生作业:Cross-cultural communication

留学生作业:Cross-cultural communication

来源:www.51fabiao.org作者:cinq发布时间:2013-02-22 19:34
跨文化交际(CCC的简称)通常指的是不同文化背景的人们之间的交际行为。

What is CCC?
Cross-Cultural Communication (CCC for short) usually refers to behavior of communication between people of different cultural backgrounds. Different scholars interpreted cross-cultural communication from different perspectives. Lars (1995, p. 651) defined cross-cultural communication as marketing activities which an enterprise implemented in two or more different cultural environments, the marketing activities emphasized the management of cultural background differences between both sides in transactions (enterprises and customers, clients, distributors, suppliers, etc.), including cross-cultural marketing strategy management, cross-cultural needs analysis and market research, cross-cultural product development and pricing, cross-cultural brand management, cross-cultural channel management, cross-cultural service management and so on. Jan et al (2010, p. http://www.51fabiao.org/dxessay/  453) considered that cultural values have an impact on service quality, customers of different cultural backgrounds have different expectations and perception for service quality of the same level, therefore, he believed that cross-cultural communication could help companies with implementation of strategy of accurate market segmentation in the process of entering into foreign markets in order to take better service strategies to overcome cultural barriers to improve service quality and customer satisfaction as well. In the process of the global development of multinational companies’, joining of concept of other cultures is bound to lead to cultural conflicts, which will bring enterprises difficulties in management (Barry, 2008, p. 259). He believed that cross-cultural communication was an important way to help enterprises with maintaining a common code of employees’ with different cultural backgrounds, maximizing control and use of enterprises’ potential and value, which enabled the enterprises to operate freely, their competitiveness could also be enhanced and their market share could be expanded at the same time.