商務(wù)溝通

內(nèi)容概要

本書(shū)是國(guó)內(nèi)第一部雙語(yǔ)商務(wù)溝通專(zhuān)著。書(shū)中有大量三資企業(yè)案例及案例分析，多視角分析有效溝通戰(zhàn)述動(dòng)作，符合中國(guó)國(guó)情，切合時(shí)代脈搏，全書(shū)共分3部分：商務(wù)溝通的基本理論、商務(wù)活動(dòng)中的口頭溝通以及書(shū)面、跨文化及其他溝通。

作者簡(jiǎn)介

徐憲光，1954年生，1994年在上海外國(guó)語(yǔ)大學(xué)國(guó)際文化交流學(xué)院獲博士學(xué)位。1998-1999年在加拿大渥太華大學(xué)工商管理學(xué)院任訪問(wèn)教授；現(xiàn)任上海財(cái)經(jīng)大學(xué)校學(xué)術(shù)委員會(huì)委員、校教材與課程建設(shè)委員會(huì)委員、外語(yǔ)系教授、上海財(cái)經(jīng)大學(xué)——美國(guó)韋伯斯特大學(xué)中美合作MBA項(xiàng)目兼職教授、上海國(guó)家會(huì)計(jì)學(xué)院兼職教授。已出版專(zhuān)著兩部：《言語(yǔ)義流中的信息差及其調(diào)控》、《高級(jí)英語(yǔ)交流》，研究領(lǐng)域：英語(yǔ)交流、商務(wù)溝通。

書(shū)籍目錄

第一部分 商務(wù)溝通的基本理論  第一章	溝通在商務(wù)活動(dòng)中的作用   第一節(jié)	商務(wù)溝通的定義   第二節(jié)	組織及其結(jié)構(gòu)   第三節(jié)	商務(wù)溝通的動(dòng)態(tài)性及其多渠道特征   第四節(jié)	內(nèi)部溝通   第五節(jié)	外部溝通   第六節(jié)	企業(yè)文化與內(nèi)部溝通   第七節(jié)	正式溝通與非正式溝通   第八節(jié)	本章小結(jié)  第二章	溝通理論的基本概念   第一節(jié)	言語(yǔ)溝通   第二節(jié)	非言語(yǔ)溝通   第三節(jié)	溝通要素分析   第四節(jié)	本章小結(jié)第二部分 商務(wù)活動(dòng)中的口頭溝通  第三章	為更好溝通而聽(tīng)   第一節(jié)	聽(tīng)的作用及其具體運(yùn)用   第二節(jié)	聽(tīng)力不佳及其影響   第三節(jié)	聽(tīng)力不良原因分析   第四節(jié)	怎樣聽(tīng)效果更好   第五節(jié)	如何聽(tīng)講效果更佳   第六節(jié)	本章小結(jié)  第四章	公共場(chǎng)合如何講話(huà)出色   第一節(jié)	講話(huà)出色的重要性   第二節(jié)	目的分析   第三節(jié)	聽(tīng)眾分析   第四節(jié)	怎樣寫(xiě)出好提綱   第五節(jié)	講話(huà)如何展開(kāi)   第六節(jié)	自信心——講話(huà)人成功的關(guān)鍵所在   第七節(jié)	講話(huà)方式   第八節(jié)	本章小結(jié)  第五章	組織與參加會(huì)議的技巧第三部分 書(shū)面、跨文化及其他溝通  第六章	跨文化商務(wù)溝通  第七章	技術(shù)促進(jìn)溝通  第八章	寫(xiě)作出色——商務(wù)溝通中的必備技能

章節(jié)摘錄

　　商務(wù)溝通(BC)的定義　　商務(wù)溝通方面有很多的著述，但人們卻很難從中找到有關(guān)商務(wù)溝通的定義。然而，由于商務(wù)溝通有其特定的應(yīng)用范圍，而該范圍與其他的溝通確實(shí)有著某種程度的不同(盡管它們的確有相同之處)，因此，我們把它定義為：　　商務(wù)溝通是一種動(dòng)態(tài)的、多渠道過(guò)程，它包括特定組織內(nèi)部和外部的溝通?！　≡摱x僅供參考。盡管如此，該定義包含了商務(wù)溝通中的一些基本要素，譬如動(dòng)態(tài)性和多渠道過(guò)程、內(nèi)部和外部的溝通以及組織等。為能更好地理解商務(wù)溝通，本章將對(duì)商務(wù)溝通所涉及的一些基本但卻重要的概念作簡(jiǎn)短的介紹?！　≡S多公司談得最多的話(huà)題之一是“顧客忠誠(chéng)”，但員工的忠誠(chéng)問(wèn)題則很少被人提及。事實(shí)上，忽略“員工忠誠(chéng)”問(wèn)題對(duì)一個(gè)組織的士氣有著強(qiáng)烈的負(fù)面效應(yīng)，這一影響有著日漸擴(kuò)展的趨勢(shì)。為避免這一問(wèn)題的產(chǎn)生，向員工講明他們所感興趣或關(guān)心的事實(shí)，將是一種行之有效的做法。　　2.1.1　EXPRESSING ALL KINDS OF IDEAS　　The uniqueness of verbal communication is in that it can best express all　　ideas we want to express. For example, as a manager market department, if you have an idea about the market development, you can talk it over with your assistant(s) to see how he/they feel(s) about it. Besides, you can also hold a　meeting to discuss it；or you can send a questionnaire to those people con-cemed to get a feedback.　　Sometimes the idea we have is too technical to be stated, so then we should try to make it simpler so as to make it easier for our audience to com-prehend. Sometimes the idea we have may be too challenging, then we should　do our best to make it acceptable to our doubting colleagues or subordinates　(or maybe to our bosses as well--who knows! ). No matter how hard the ex- planation is or how tough the situation may be, we can find one way or another　to reach the goal through verbal communication. Only then shall we feel　grateful to the power of verbal communication, and only then shall we truly　recognize the importance of having verbal communication in an effective way.　　2.1.2　　　KEEPING & DISSEMINATING INFORMATION　　Suppose you want to do a better job for the idea you have in mind. Before you go to anyone to share your idea with, you had better store your idea into　the computer. With the help of the computer, you can modify and develop the　immature idea into a mature one. In this way, you will feel more confident　when talking with other people about the idea.　　If the person you want to contact is not in the office, you can try to reach　　him through the telephone or fax (if he has a facsimile at home), or leave a　message if he has a voice mail. If you have a document or something you want　　someone to read, you can send him an e-mail with the file attached to it (if its　　a printed one, you can scan it on to a file document then make it a file). In-　　vestigations have shown that e-mailing is one of the most effective and eco-nomic ways for business communication, which may account for the scene that　 many business persons bring along lap-top computers wherever they go. One　of the magic powers of using a computer is that it makes us feel as if there　were no such things as geographical barriers--we are always in connection,especially now with the help of Internet.　　Sometimes, we want to keep something on file. The traditional way is to copy it down or type it out. But now NO. With the help of computers, we can　store whatever we like in the computer. We can retrieve the stored file when　we need it. If we are to participate in a seminar or to make a presentation,　what we should do is to copy the file on a floppy disk as many seminars and　conferences are computer-equipped.　　2.1.3　　　MORE CLARIFIED & EFFICIENT THAN OTHER WAYS　　Some people may argue that besides verbal communication, human beings　may have other ways for communication. For example, they can use gestures　or some established ways like beating drums (as in Africa) or blowing horus　(as in Asia) to send messages. It is true that such ways do work in a given　area or given time, but none of them can be compared to the verbal way which　is used the world over.　　Suppose you read from the newspaper that the bank merging proposal　between the Bank of Montreal and the Royal Bank was vetoed by Mr. Martin,　the financial minister of Canada. If you want to share the news with your　friends outside Canada, the best way out is to let them know it through verbal　communication. Only by the use of words will it be possible for you to explain　what is what in a clear way. That is the reason why people depend so much on　verbal communication, especially when there are some potential misunder-standing or conflicts.　　MINICASE　　Some Chinese students studying at a business school in Canada were once asked by their professor to study a case written by an American and then make a presentation.　　The case was about a JV project in a coastal city in China.As the writer described the dinners entertained by the Chinese and the indirect ways of the Chinese at the negotiation table,some western students in the class got the feeling that the Chinese only liked rich food and were not sincere.for doing business. The Chinese students got the feedback from the　casual talks with their Western classmates. They knew clearly that there　were some prejudicial perception in that American businessmans　report,　as he did not understand the Chinese way of treating friends,　not to　mention his lack of understanding the Chinese culture. Therefore,　the　 Chinese students decided that they should talk a little bit about the Chinese　culture in their case analysis, and they did a very good preparation.　　In their presentation the following week,those Chinese students explained the Chinese guest-treating culture to the class with a quotation from Confucius—the ancient Chinese educator:" What a pleasant thing it　is to have friends coming from afar." They went on explaining that the　Chinese cared more about hospitality than about money spent on guests.　While they were talking, they noticed that some Western students nodded　 their heads and they even heard some　"wows" from among them in low　voice. After the brief introduction on the Chinese hospitality, they shifted onto another topic—the Chinese way of negotiating with Westerners. Their presentation turned out to be a great success:not only did they win a big applause and excitement from the whole class, but more importantly, it cleared the misperception against the Chinese from the Western　students perspective.　　In the case above, the misunderstanding about the Chinese way of entertaining guests and for negotiations is very typical in cross-cultural ontacts. However, misunderstandings or misperceptions cannot be corrected unless the people concerned talk them over in a verbal way. Of course, a real understanding of a nations culture involves other factors.But verbal communication certainly functions as the prerequisite for a real understanding between each other, especially for those people with different cultural backgrounds.　　In most cases, verbal communication works faster and more efficiently　than other ways, and this is especially true when people are far away from　each other. For example, an international telephone call takes a few seconds to　get connected (one could hardly feel the lag in time), people at both ends　would feel that they were making a local call, not an international call.　Moreover, when you want to send a message to dozens of even hundreds of　people, the most efficient way is to send it by e-mail (as we mentioned ear-lier) by selecting the item group list. E-mailing will take a couple of seconds(or a little longer)to reach the targeted receivers. Believe it or not, commu-nicating in a verbal way has made our communication easier, more conve-nient, and more effective.　　4. 4. 1　　　TOPIC SELECTION　　A topic acts as the theme of a speech. Therefore, it should be dealt with in a serious way. There are a number of ways for choosing a right topic: we　may choose one according to our personal interest--we choose it because we　like it; it may come out of a ready subject or public concern; it may come out　of something else.　　However, it would be more preferable if we could give two or three topic, for comparison.For example, if we want to talk about the significance of　professional training for business　people today, we may think of topics like " The Modern Businessperson & Professional Training", "The Importance　of　Professional raining for Modem Business people", and "How to Become a　Qualified Modem Businessperson". In this way, it would leave more room for　us to choose the appropriate topic for the speech. As to which topic to be se-lected, it depends on the material paration and the composition of the audience.　　Nevertheless, whatever topic(s) we may choose, we should take twopoints into consideration, i.e. delimitation and justification about the topic:　　·Delimitation　　Delimitation refers to "the setting of boundaries" for the coming speech.　　For example, a topic like "Marketing in China" may refer to a general ntro-duction of marketing as a whole in China, or it may refer to a regional mar-keting practice in China, or it may just refer to some marketing activities　carried out in China. The speaker should tell his listeners what is included and　what is excluded when he actually makes the speech, which will be helpful for　the listeners to focus their attention on the speech and have a better listening　afterwards.　　· Justification　　Justification means you should be ready to answer questions from your audience on the topic. Suppose the topic you have chosen is "Watch Out for　Y2K Bug". You should be prepared to answer questions like "Y2K Bug is　something related to computer technology.　What has that to do with my　company?" or　"Why should I be concerned about the millennium problem?"　Of course, questions like these may not actually occur. However, a little ef-fort is better than none. This is especially tree when you are speaking to a　group of people about whom you have little knowledge, or when the audience　is composed of professionals. Therefore, unless you are willing to take a　chance for your speech, it would be better for you to prepare some backup　information on the guesstimates of your own.　　……

媒體關(guān)注與評(píng)論

　　1995年我以翻譯身份隨同財(cái)政部大學(xué)校長(zhǎng)考察團(tuán)先后訪問(wèn)了美國(guó)和加拿大近10所知名大學(xué)的商學(xué)院。給我留下深刻印象的，不是這些大學(xué)尤美的校園環(huán)境，而是其商學(xué)院中種類(lèi)繁多的MBA項(xiàng)目——MBA，EM-BA(高級(jí)工商管理碩士)，HMBA(衛(wèi)生管理碩士)，AMBA(航空工商管理碩士)等。當(dāng)時(shí)留存我心里的一個(gè)問(wèn)題是：工商管理何以在西方受到如此重視?這個(gè)問(wèn)題始終未能得到滿(mǎn)意的答案。直到1998年我以訪問(wèn)教授的身份到加拿大渥太華大學(xué)工商管理學(xué)院作一年研修時(shí)，我才真正找到了答案，這就是：系統(tǒng)的工商管理課程的學(xué)習(xí)所培養(yǎng)的是管理方面的專(zhuān)門(mén)人才；現(xiàn)代企業(yè)所期盼的并不僅僅是技術(shù)，他們還迫切需要管理方面的專(zhuān)才，因?yàn)槲┯锌茖W(xué)的管理才能使企業(yè)出效益，才能在激烈的市場(chǎng)競(jìng)爭(zhēng)和風(fēng)云變幻的市場(chǎng)需求中，求得企業(yè)的生存和發(fā)展?！　∑髽I(yè)呼喚管理人才，而管理的精髓則在于有效的溝通。無(wú)論是企業(yè)約內(nèi)部管理還是其外部的聯(lián)系，無(wú)論是部門(mén)的經(jīng)理、公司的財(cái)務(wù)總監(jiān)還是集團(tuán)的總裁，有效溝通應(yīng)是任職的必要條件之一。之所以這樣說(shuō)，是因?yàn)閺钠髽I(yè)運(yùn)作的角度看，企業(yè)的每一個(gè)成員都是企業(yè)信息鏈上的一環(huán)——環(huán)環(huán)相連。從企業(yè)的內(nèi)部運(yùn)作來(lái)看，企業(yè)信息鏈上的任何一環(huán)出現(xiàn)問(wèn)題，都必將影響到信息的準(zhǔn)確傳遞及企業(yè)的正常運(yùn)作；從企業(yè)對(duì)外聯(lián)系的角度看，企業(yè)與外界能否做到信息上的雙向溝通并達(dá)到本企業(yè)所預(yù)期的溝通目的，完全取決于企業(yè)管理層處理信息的能力。華爾街雜志社所出版的一期《國(guó)家商務(wù)錄用周刊》(National Business　Employment職者必須嫻熟掌握口頭和書(shū)面溝通技能”?！案Q一斑而知全貌”，我們由此不難看出溝通在企業(yè)管理中所占的分量?！　≡谖抑鞒值闹忻缆?lián)合培養(yǎng)MBA“商務(wù)溝通技術(shù)”(Business Commu-nications&Technology)課程的教學(xué)以及我所參與的有關(guān)企業(yè)活動(dòng)、涉外交往及研修活動(dòng)中，我常常感到：在經(jīng)濟(jì)活動(dòng)日趨全球化的今天，中國(guó)的商務(wù)人士迫切需要加強(qiáng)商務(wù)溝通理論的學(xué)習(xí)，迫切需要接受商務(wù)溝通方面的專(zhuān)門(mén)教育。惟有這樣，　中國(guó)的商務(wù)人士才能夠更好地迎接中國(guó)入世后所面臨的種種機(jī)遇和挑戰(zhàn)，才能夠真正稱(chēng)得上是一個(gè)“國(guó)際人”，而不僅僅是一個(gè)中國(guó)人。正是在這樣的背景下，我萌發(fā)了一個(gè)念頭：撰寫(xiě)一部借鑒西方商務(wù)溝通理論而又符合中國(guó)具體國(guó)情的商務(wù)溝通專(zhuān)著。　　中國(guó)現(xiàn)有的國(guó)情是：一方面，商務(wù)人士急需接觸和了解商務(wù)溝通的理論；另一方面，他們當(dāng)中大多數(shù)人的英文水平尚未達(dá)到能流利閱讀原版商務(wù)溝通專(zhuān)著和教材的程度。西方雖有不少關(guān)于商務(wù)溝通的專(zhuān)著和教材，但它們無(wú)一例外地都是從西方的文化背景、西方的價(jià)值觀出發(fā)，與我國(guó)的國(guó)情和民族文化有著很大的區(qū)別——這是中國(guó)的商務(wù)溝通理論研究者及感興趣者不得不認(rèn)真思考的問(wèn)題。所以我們要做的，不是對(duì)風(fēng)行西方的商務(wù)溝通理論采取“拿來(lái)主義”，而是根據(jù)中國(guó)的國(guó)情對(duì)這一理論加以取舍和改造，使它真正能夠?yàn)槲覀兯谩！　≌菑淖呦蚴澜绲囊朁c(diǎn)出發(fā)，我決定書(shū)稿先用英文寫(xiě)成，而后再將其譯成中文——即寫(xiě)一部雙語(yǔ)書(shū)。這樣處理會(huì)給讀者留下較大的選擇空間：讀者自己決定選讀英文版或中文版內(nèi)容，或者是對(duì)比閱讀。在語(yǔ)體方面，借鑒國(guó)外同類(lèi)書(shū)的做法，我采用了談話(huà)語(yǔ)體，從而使商務(wù)溝通　　理論更易于為讀者所理解和接受。該項(xiàng)目動(dòng)筆于1998年，即我在加拿大渥太華大學(xué)工商管理學(xué)院研修期間；但其寫(xiě)成之時(shí)已是2001年2月——前后歷時(shí)四載。這本書(shū)居然跨越了兩個(gè)世紀(jì)!因此對(duì)我來(lái)說(shuō)，它有著獨(dú)特的紀(jì)念意義?！　　?/pre>






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