电 子 科 技 大 学

毕  业  实  践  报  告

报告题目： 《如何做好外贸企业市场助理——实证调查研究》

学习中心：电子科技大学远程教育深圳学习中心

指导老师：  张永辉      职    称：        中级    

学生姓名：  文雨湘      学    号:    V10****43210

专    业：          商务英语

20##年 3月 31日

电子科技大学

毕业实践报告任务书及进度计划表

电子科技大学

毕业实践报告指导记录表

注：篇幅不够可另附页。

如何做好外贸企业市场助理

——实证调查研究

社会实践是学校教育伸向课堂外的一座桥梁，是做为一位知识青年的至关重要的人生历程。基于我们这些连生存都还没能立足的学生来说，只有经过不断的学习与实践，才能尽快地适应多变的信息化时代。在接触社会的同时，通过对专业知识进行综合运用，将之融入到实际工作中去。我相信，只要坚持邓爷爷的“理论结合实践”，才能在社会中占有一席之地。

20##年12月，我在盈晖·亮升国际贸易有限公司进行发品部门的市场助理工作的实践工作。这是我第一次更直接接触企业，进一步了解企业实际，全面深刻地认识企业的实际运营过程，熟悉和掌握市场经济条件下企业的运营规律，了解企业运营、活动过程中存在的问题和改革的难点问题，并通过撰写实践报告，使我学会综合应用所学知识，提高分析和解决企业问题的能力，并为撰写实践报告做好准备，现将此次实践活动的有关情况报告如下：

一、实践的内容与过程

整个实践过程共计分三个阶段，时间共用3个月进行。

第一阶段：从20##年12月入职，至1月5日在该公司美发品技术部及销售部对整个公司的概况、产品特征进行全面的培训与了解，并随销售人员下到市场，了解公司基层业务的实际操作过程；

第二阶段：从20##年1月6日至2月20日，跟据全国市场销售情况，协助市场总监完成各项招商会议、新年促销活动、答谢酒会等的分配、实施过程；

第三阶段：从20##年2月21日至20##年3月15日，进行新品入市的前期的产品助销品选购、汇集市场员工薪资方案、上市计划、促销政策、海外工厂信息整合、新年内部员工培训安排等工作。

（一）公司概况：

盈晖·亮升国际贸易有限公司（以下简称亮升公司），地址位于深圳市罗湖区建设路南方证券大厦B座20楼。

亮升公司是专业代理进口品牌的公司，主销国内。创建以来一直致力于开拓美容、美发、红酒事业。目前是世界顶尖专业美容品牌意大利韵姿（VAGHEGGI）和西班牙（EVA）、美国NIOXIN的中国（含港、澳地区）总代理。在香港、深圳、广州、成都、北京、杭州、上海、南京均设有分公司或办事处，实力雄厚，信誉显著，公司成立了十五年，业务遍布全国，主要的渠道是美容连锁、高级会所、发廊连锁、高档商超（类似万象城）等，已建立起集销售、培训、服务为一体的一条龙管理体系。

（二）具体情况：

我担任公司的市场助理职位，是所属旗下的专业发品部（美发市场部），公司的分支机构很多（目前有13家分公司），市场人员大多都分布在全国各地，我主要的工作地点是在深圳总部，以便随时与公司其它部门和老总保持联系和沟通，以便实时解决市场突发的各项问题。

实际上，市场助理的工作比较繁琐。总的来说，我主要负责的工作是汇集市场状况，汇报给上级领导及董事长，再将批示内容发布至每个市场人员及跟踪、监督实施；辅助市场总监解决人员分配调动、产品、包装、翻译、运输、售后、促销、活动、助销品采购与定制等一系列的品牌市场问题。

二、公司在美发品牌市场部运营的主要经验：

公司在20##年引进头皮护理产品“健康秀发专家--NIOXIN美国俪康丝”，是美国第一专业发品品牌，拥有超过20年的品牌历史，占有脱发市场97%的市场额度，连续7年被发型师评选为"最有效的产品"。

亮升公司代理的品牌推崇护发新概念：健康秀发始于健康头皮！是全球唯一专注研究头皮健康的品牌，凭借多年的专业头皮经验，以如此强大的实力产品为后盾，经过在中国五六年的试验及认证，已经成为了中国大陆发品头皮市场的先锋！成功的将美发产品加入头皮护理的理念，使大多数人群及发廊接受和认同“健康秀发始于健康头皮”，并且，20##年开始，国内同类发品品牌也都开始转向头皮护理理念市场。

亮升公司注重技术带动销售，售后服务做的相当完善，以实力强大的产品为依托，以公司绝对的支持为后盾，先后革新多项技术，引进多款进口仪器，专研头部皮肤问题，以事实向人们证明产品功效性。将此技术引进给所有的客户（代理商和发廊等），在培训过程中，倾力教会每一位实操人员对头皮问题的诊断与认识，更好的为人们解决脱发、头油、头屑等的问题。

几年的努力坚持下，亮升公司发品部在头皮市场已经沉淀了良好的口卑，且在同行占有一席之位。20##年又引进西班牙头皮治疗产品“EVA”，将更强势的带动发品市场新一轮高潮！

三、公司在美发品牌市场部运营存在的主要问题：

目前我认为该公司在市场运营方面存在以下几方面的问题：

对内而言：市场人员工作效率比较低下，由于公司成立时间不算短，很多老员工都已经疲软了，分布的地区又远，工作积极性反而没有新员工强，所以需更为注重提高素质的技术人才及全套的服务质量；

市场前景：20##年新代理的品牌“EVA”，目前以高端定位，高调上市，需区别于传统销售模式，革新技术与信息化于一体，突破旧观念，才能在市场上占有一席之位。

四、实践的收获和体会

1 、责任心大于一切

所谓责任心，是指个人对自己和他人、集体所担负的责任的认识、情感和信念，以及与之相应的自觉态度。责任心与自尊心、自信心、进取心、事业心等相比，是“群心”的核心。人如果没有责任心，这个社会上不会被别人认可和尊重，责任心是一种工作态度，大于一切，没有责任心更不符合任何一家公司的任何职位要求！

我个人工作实践以来，最大的收获就是：琐碎的事情再疲乏也一定要认真做和做完。如果我不小心遗忘某个符号，都很可能就会让公司损失一大笔销售数额，所以，做任何事情都要有责任心，并且将之负责的事情跟踪到底。

2、团队合作非常重要

实践过程中，我最有感触和感动的是团队的力量！特别是在团队拓展训练时，让我更清晰、深刻的认识到什么是团队！

团队合作与团队精神真的是非常重要的，无论一个人再有能力，但一个人的力量必竟是有限的，而团队的力量是无限的！特别是在工作中要好好的发挥这种精神，多合作，这样才能取得更大的成就。我个更相信只要人们友善团结，将团队精神发扬光大，就算是不耀眼的星星，团结在一起，也会超越月亮的光茫！

3、结果固然重要，但效率更为优先

在这多元化、快节奏的社会里，在工作上，体现的不仅仅是有没有做完，而是做完的前提下要有效率。很多事情在超时间后才完成，它就已经不起作用了。就像医生救人，等人死了再救有用吗？所以，注重效率，至关重要。

4、要勇于承认错误

每个人不是生下来就懂很多事的，当然，要坚持对的，更要承认错的。只有真正认识自己的错误才会正面地改变它，勇于承认错误也是对自己的一种提升。

虽然在这个行业仅仅工作了三个 ，但是这三个月自己的感触并非三言两语能说得清楚，相信自己学到的许多经验在日后的工作中定会成为我的优势。在此也非常感谢盈晖·亮升国际贸易有限公司给我这次实习的机会，希望公司事业蒸蒸日上，再创佳绩！

学号：V10****43210

姓名:文雨湘

20##年3月31日

第二篇：-商务英语毕业论论文

Xinyang Normal University Graduate

Graduation Thesis

Subject

Major: Name：Student No:

Tel:

Supervisor:

Date: 2012-10-29

Contents

Introduction .................................................................................................................. 1

1. Types of Cultural Differences ................................................................................. 2

1.1Value View .......................................................................................................... 2

1.2. Negotiating Style .............................................................................................. 2

1.3. Thinking Model ................................................................................................ 2

2. Impact Of Cultural Differences on International Business Negotiations ........... 4

2.1 .1Environmental Factors ................................................................................. 5

2.1.2 Personal Factors in Business Negotiation .................................................... 5

2.1.3 Impact between USA&China Difference on Negotiation .............................. . 4

2.2 Impact of Negotiating Style Differences on International Business Negotiations. 5

2.3 Impact of Thinking Model Differences on International Business Negotiation. ... 6

3. Coping Strategy Of Negotiating Across Cultures. ................................................ 8

3.1 Making Preparations before Negotiation. .......................................................... 8

3.2 Overcoming Cultural Prejudice. ........................................................................ 9

3.3 Conquering Communication Barriers. ............................................................... 9

Conclusion .................................................................................................................. 10

Bibliography............................................................................................................... 21

Acknowledgements.................................................................................................... 22

摘要

在现代商业的快速发展过程中，文化一直都起着非常重要的作用。同样地， 文化对商务谈判的影响也不可小觑。影响谈判的因素有很多，其中文化差异的存 在尤为重要，甚至会直接影响到商务谈判的结果。只有正确认识并妥善把握中西 方文化差异，才能不断提高自己的谈判技巧，强化自身优势，推进商务谈判的顺 利进行。然而，目前在商务谈判过程中，对文化差异的存在而产生的影响，人们 并没有给予足够的重视。本文通过对商务谈判相关内容的分析研究，找出文化差 异在商务谈判中的重要性之所在；通过对比分析各因素对商务谈判的影响，从而 寻求文化差异对商务谈判的作用以及与各因素间的关系；最后研究得出结论，文 化差异对商务谈判有很大的影响，只有正确认识并妥善把握中西方文化差异，才 能不断提高自己的谈判技巧，强化自身优势，推进商务谈判的顺利进行。 关键词：商务谈判；文化差异；提高；谈判技巧

Abstract

Culture has been playing a very important role in the rapid development of modern business. Similarly, the impact it has on business negotiation is also very great. There are many factors influencing business negotiation, among them, cultural differences are of special importance. The result might be changed due to the differences in culture. As long as we know about the differences in culture and further more make full use of them, the process of negotiation can goes on smoothly. However, nowadays, enough attention has not been paid to the impact of cultural differences on business negotiation. This thesis points out the importance of cultural differences existing in negotiation by collecting and studying connected information, tries to find out the relationship between business negotiation and all factors that influence negotiation, and finally come to the conclusion that as long as we have a good knowledge of cultural differences, which has great impact on the business negotiation, we can improve our negotiation skills and promote the process of negotiation. Keywords: business negotiation; cultural differences; improve; negotiation skills

Introduction

Along with the advancement globalization and China’s WTO entry, business enterprises in China have to face more and more business negotiations with foreign enterprises, especially with American enterprises. In these negotiations, Chinese negotiators sometimes feel uncomfortable, puzzled, lost, irritated and the alike, because of unfamiliar custom and behaviors demonstrated by American negotiators. Meanwhile, American negotiators confront the same situation. Cult rural differences between China and west countries could cause many problems. Therefore, understanding cultural differences and overcoming them is crucial in international business negotiations.

Although the definition of culture is numerous and vague, it is commonly Recognized that culture is a shared system of symbols, beliefs, values, attitudes and expectations. Culture is a major determinant in business negotiation. So have a clear picture of culture differences if of great significance.

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1. Types of Culture Differences

The east countries and west countries have produced different cultures on the different continents. Among the different cultures, value views, negotiating style and thinking model appear more obvious.

1.1Value View

Value view is the standard that people use to asses objective things. It includes time view, equality view and objectivity. People may draw a different or even contradictory conclusion about the same thing. Value view is one of the most important differences among the many factors. It can influence the attitude, needs and behavior of people. The value view varies from nation to nation, people know that the eastern person focus on collectivism, while the western people pay more attention to individualism.

1.2. Negotiating Style

Negotiating style refers to the tolerance and graces which the negotiator shows in the negotiation. The negotiators show their negotiating style through behavior, manners and the method of controlling negotiation process during the negotiation. The negotiator’s negotiating style has a bearing on their culture background. According to the culture differences, negotiating style falls into two types: the east negotiating style pattern and the west negotiating style pattern.

1.3. Thinking Model

Thinking model reflects the culture. Because of the influences of history 2

background, continents, words and living method, different nations generate different thinking models. Surely, there is more than one thinking model of a nation, but one is more obvious compared with others. As a whole, east people, especially Chinese have strong comprehensive thinking, image thinking and curved thinking, while analytical thinking, abstract thinking and direct thinking are possessed by the west people.

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2. Impact of Cultural Differences on International Business

Negotiations

With the rapid development of economy, we need to do business with businessmen under different culture background, so in order to reach trade agreement, it is necessary for us to study the impact of culture differences on international negotiation in global business activities. The impact of culture differences on international negotiation is extensive and deeply. Different cultures divide the people into different group and they are also the obstacles of people’s communication. Accordingly, it is required that the negotiator should accept the culture of each other. Furthermore, through culture differences, it is important that the negotiator reveal and understand the other party’s goal and behavior and make him or herself be accepted by the opponent to reach agreement finally

2.1.1 Environmental Factors

Environmental factors in business negotiation including politics, belief, law, social customs, commercial tradition, financial situation, recommendation, the climate and some other factors. Changing in the political environment will usually cause changing in the content, procedure and the result of business negotiation. Therefore, in order to ensure the smoothness of the negotiation, in international business, talented negotiator always pay much attention to analyzing political environment, especially to the international currency, the situation of the opponent’s country, etc. “Rational belief is playing a rather important role in the following aspects: political affairs, social communication and personal behaviors, legal system, holidays and work-time and so on” (Salacuse). The financial situation is also a crucial factor in business negotiation, which includes external debt, foreign exchange reserves, the payment credit and the tax. Take a project in L city for example. The negotiator chose a middle cooperation M in America as the technical supplier. It proves that this is not a perfect choice. M has advanced techniques, but its ability and commercial coordination are not so good. What’s worse, it had little knowledge of Chinese market, and the experience is not sufficient. Besides, M acquired another company T in America. T had loaned some money from the bank and can’t return it on time. M had to pick on this loan. However, M also didn’t have enough money, and the bank stopped all of its accounts between banks. M had to stop all its business. As the project was crucial to L city, it couldn’t 4

be put off any more. At last, the negotiator had to take some extraordinary measures to help M perform the contract, and complete the project. (Robert D and Gulbro) As for the climate factor, there is also an example. One company in China once had a project in Thailand. At the very beginning, the company didn’t know the construction would be carried on during the rain season, the instrument could not be used in the construction sites. In the end, the other side asked an extra claim for delaying the construction period (Robert D and Gulbro).

2.1.2 Personal Factors in Business Negotiation

Personality is the total of one’s mental characters, it is shown in people’s characteristics, abilities and qualities. People’s personality will affect the behaviors in some degree mainly on their emotion and attitude. Impression refers to the perceptual knowledge of things in people’s mind (Ting-toomey). It is usually divided into the first impression and the follow-up impression. The first impression will give a great influence on the follow-up impression. Therefore, first impression in business negotiation is of great importance. The reflection of people, affairs and such things that affect directly on people’s sense organs is called perception. It is limited by knowledge, skills, needs, the objective environment and mental qualities. Different people have different conceptions towards a same thing. Considering all the factors above and some other factors affecting business negotiation is necessary both before and during the negotiation. In this way, can negotiators grasp the overall situation of the negotiation. 2.1.3 Impact USA culture on Negotiation

The large cultural wave of Modernism, which emerged in Europe, and then spread to the United States in the early years of the 20th century, expressed a sense of modern life through art as a sharp break from the past. As modern machinery had changed the pace, atmosphere, and appearance of daily life in the early 20th century, so many artists and writers, with varying degrees of success, reinvented traditional artistic forms and tried to find radically new ones—an aesthetic echo of what people had come to call “the machine age.”

2.2 Impact of Negotiating Style Differences on International Business Negotiations

The impacts of negotiating style differences on international business negotiation mainly exist in negotiating method and negotiating structure. Take the negotiation between America and China as a example, since the oriental care more about unity in thinking, they method they adopt in negotiation is from unity to parts, from the big to 5

little, from the abstract to the concrete, that is to say they should each agreement on general terms, then begin to talk about the concrete terms. And usually not until the end of the negotiation do they make compromise and promise based on all the items, and then to reach agreement. The west people are influenced by analytic thinking, so pay more attention to logical relations between things. They consider more about concrete things than integrity. And they tend discuss the concrete items at the beginning of negotiation, so they often resolve the price, delivery and issuance respectively at first. And they may make compromise at every detail, so the final contract is the combination of many little agreements. The negotiating structure is linked with cultures. Negotiating structure mostly refers to the number of the participants. In business negotiation, the foreign delegation is usually composed by 3-5 people, while the Chinese one could be more 15 people. The foreign negotiators not only need to negotiate with their counterparts but also need to discuss with related person in charge or the government. When making the final decisions, the Chinese negotiators often discuss the results repeatedly from the workers to the board to avoid being decided by a single person. That results from the influence of collectivism. So they often said to their partners: Let us think about it. Let us discuss it. But the west negotiators could make the final decision without going back for discussion. That because their admire individualism and hard working. They have strong independence. They would carry on according to the best ways after knowing their goals. What’s more, most west people think that they have the ability to deal with the negotiation situation on their own. And truly, they are brave enough to take responsibility.

2.3 Impact of Thinking Model Differences on International Business Negotiation

The thinking model of Chinese tends to be comprehensive, concrete and curved, while the Americans are usually analytic, abstract and straight-line. We Chinese are accustomed to talking about general principles at first and then move onto details. To Chinese negotiators, the core is the general guideline, and the details are subject to the 6

guideline. After figuring out the big picture, other problems are easier to resolve. It is the most obvious feature of Chinese negotiators. But west businessmen, especially Americans are likely to discuss the details first and try to avoid the principle. They value details very much and think noting about the unity. Accordingly, they want to discuss the details at the beginning of negotiation. They are direct and simple in negotiation. As a matter of fact, many facts show that General principles first have impact of constriction on the parts and details. For instance, our government insists on the principle that Hong Kong and Macao are undivided parts of China’s territory. In the important diplomatic negotiations such as Entering into relationship with America, Hong Kong’s and Macao’s Coming back into their motherland. It is under such principle that we established the tone of the negotiation and controlled the skeleton of the negotiation, thus we get the advantage and prompt the success of negotiation.

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3. Coping Strategy of Negotiating across Cultures

The culture differences in cross-cultural communication have various impacts on operation of enterprises. These differences will influence negotiation and management of transnational operation; what’s more, it may have bad effects on the harmonious relationship between our country and foreign countries. Maybe that will lead to the missing of market opportunities, the increase of trade cost and the low efficiency of company management. So, it is really necessary for us all to eliminate and avoid disadvantageous effects.

3.1 Making Preparations before Negotiation.

The negotiators must make good preparations if they want control the development of negotiation successfully in the complex situation. Only do they make good preparations can they make changes freely according to the situation of negotiation and avoid the happening of conflicts. Because the international business negotiation involves extensive aspects, more preparations are needed. The preparations often include the analysis of the negotiators themselves and the opponents; the constitution of negotiation group, elaborating the negotiating goal and strategy and going on imitation negotiation when necessary. When making preparations, you should try to know the opponents while you analyze yourselves. Analyzing yourselves mainly refers to studying if the project is feasible. To knowing about the opponents means understanding their strength such as credit status, the policy、 business customs and regulations of their countries and the

conditions of their negotiating members and so on.

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3.2 Overcoming Cultural Prejudice

Tolerating different cultures and overcoming cultural prejudice contribute to better communicating with each other and understanding each other. West people often think that they are powerful, capable and experienced, so sometimes, we need to recognize then and give then some good comments. We should learn about the foreign cultures before negotiation and accept and understand their cultures in negotiation, because every country regard their own cultures as a matter of course and hope that their culture could be recognized and accepted.

3.3 Conquering Communication Barriers

Two trains running at different railways in the opposite direction will collide with each other; maybe this is the best arrangement for trains. But to communication between people, there won’t be communications if people go ahead according to their own ways. Trains will collide with each other if they run on the same railway at the opposite direction. But if we measure by the objective of people’s communication, only we meet each other, can we have communication and friendship. In negotiation, sometimes we can’t make much progress although we have talked for long time. And sometimes both parties are not satisfied. After thinking, that is caused by communication barriers which happen easily in cross-cultural negotiation. We should make sure if there appear communication barriers, if so, we must overcome them. Generally speaking, we should pay more attention to the following three communication barriers in cross-cultural negotiation: the communication barriers caused by culture background of both; the ones caused by misunderstanding of the contents and information from the partner; the ones caused by not being willing to accept the opponent’s contents and ideas.

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Conclusion

“Social Customs varies in different countries”. In a word, cross- cultural communication will meet the problem of culture differences surely. In turn, culture differences also influence all aspects of international business communication. To avoid or to resolve the culture differences is a huge task in international business negotiation. In order to step into the international market successfully, we must have the awareness of culture differences, acknowledge culture differences and understand different cultures. Try to know yourself and know them. What’s more, we should respect different behavior of businessmen under different culture background, and then we could reduce unnecessary conflicts resulting from not respecting the opponents. It is beneficial for both to form an atmosphere of mutual trust and cooperation, reduce culture differences and turn disadvantages into advantages and benefits. Thus, we could avoid conflicts and obstacles, then to promote communication and harmony in international business negotiation.

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Bibliography

Cao Ling 曹菱 《商务英语谈判（英汉对照） (Business English for Negotiation), 》, Sept. 2001. Czinkota, M.R., Fundamentals of International Business. 2004. Fu Chunyu. 付春雨. 《商务谈判》. (Business Negotiation). Jan, 2009. Robert D. Gulbro, Cultural Differences in International Negotiating, SpringerLink Website. /content/g7tm4n24805776h6/

Salacuse, J.W. Negotiating: the top ten ways that culture can affect your negotiation. Ivey Business Journal, Sept.-Oct., 2004. Sunny “文化差异对中西方商务谈判的影响” （The Impact of Cultural Differences on Chinese and Western Business Negotiation ） .Yayathesis Wensite. /2010/1212/3636.html. Dec, 2010. Ting-Toomey, Stella. Communication Across Cultures. New York ： Guilford Publications. 1999. Wang Hui 王惠. “商务英语在商业谈判中的应用”. (The Application of English in Business Negotiation ) China Business& Trade, 2005. Yu Muhong 余慕鸿. 《商务英语谈判》. (Business Negotiation). Sep. 2005. Zhang Ran 张然. “论商务英语谈判语言的运用”. (On the Language Used in Business Negotiation).《学园》March. 2010. Business

Acknowledgements

During the process of composing my thesis, my advisor, Ms. Dong Jun, and the second advisor, Mr. Suyilatu gave me many good suggestions for my work and helped me check the entire paper. Meanwhile my good friend, Liu Yang, also helped me search for references for this paper. This has been a hard but joyful period of time for me；however，I have experienced the complete learning process and learned a great deal. This has been an unforgettable time in my life. I would also like to give my thanks to my teachers and friends; I could not have finished my project without their help.

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