跨文化交际背景下的涉外商务礼品馈赠分析

An Analysis on Business Gift Presenting in Intercultural Communication

商务往来中的文化冲击给涉外礼品馈赠带来诸多问题。文化交流中产生差异的根源是民族中心主义,通过以日本、德国等国家存在的典型文化差异为例,阐述文化四维论对涉外礼品赠送产生的指导意义。

Intercultural communications take place ubiquitously,where business gift- presenting has witnessed unending cultural barriers. The article sets out to analyze the cause of the intercultural differences——Ethnocentrism,taking Japan,Germany,etc. as typical examples to demonstrate cultural barriers in intercultural business gift- presenting,and elaborates the profound guiding significance of Cultural Dimensions for intercultural gift- presenting.