商务沟通

商务沟通

图书基本信息
出版时间:2001-10
出版社:外语教学与研究出版社
作者:徐宪光
页数:471
书名:商务沟通
封面图片
商务沟通
内容概要
本书是国内第一部双语商务沟通专著。书中有大量三资企业案例及案例分析,多视角分析有效沟通战述动作,符合中国国情,切合时代脉搏,全书共分3部分:商务沟通的基本理论、商务活动中的口头沟通以及书面、跨文化及其他沟通。
作者简介
徐宪光,1954年生,1994年在上海外国语大学国际文化交流学院获博士学位。1998-1999年在加拿大渥太华大学工商管理学院任访问教授;现任上海财经大学校学术委员会委员、校教材与课程建设委员会委员、外语系教授、上海财经大学——美国韦伯斯特大学中美合作MBA项目兼职教授、上海国家会计学院兼职教授。已出版专著两部:《言语义流中的信息差及其调控》、《高级英语交流》,研究领域:英语交流、商务沟通。
书籍目录
第一部分
商务沟通的基本理论
第一章 沟通在商务活动中的作用
第一节 商务沟通的定义
第二节 组织及其结构
第三节 商务沟通的动态性及其多渠道特征
第四节 内部沟通
第五节 外部沟通
第六节 企业文化与内部沟通
第七节 正式沟通与非正式沟通
第八节 本章小结
第二章 沟通理论的基本概念
第一节 言语沟通
第二节 非言语沟通
第三节 沟通要素分析
第四节 本章小结第二部分
商务活动中的口头沟通
第三章 为更好沟通而听
第一节 听的作用及其具体运用
第二节 听力不佳及其影响
第三节 听力不良原因分析
第四节 怎样听效果更好
第五节 如何听讲效果更佳
第六节 本章小结
第四章 公共场合如何讲话出色
第一节 讲话出色的重要性
第二节 目的分析
第三节 听众分析
第四节 怎样写出好提纲
第五节 讲话如何展开
第六节 自信心——讲话人成功的关键所在
第七节 讲话方式
第八节 本章小结
第五章 组织与参加会议的技巧第三部分
书面、跨文化及其他沟通
第六章 跨文化商务沟通
第七章 技术促进沟通
第八章 写作出色——商务沟通中的必备技能
章节摘录
  商务沟通(BC)的定义  商务沟通方面有很多的著述,但人们却很难从中找到有关商务沟通的定义。
然而,由于商务沟通有其特定的应用范围,而该范围与其他的沟通确实有着某种程度的不同(尽管它们的确有相同之处),因此,我们把它定义为:  商务沟通是一种动态的、多渠道过程,它包括特定组织内部和外部的沟通。
  该定义仅供参考。
尽管如此,该定义包含了商务沟通中的一些基本要素,譬如动态性和多渠道过程、内部和外部的沟通以及组织等。
为能更好地理解商务沟通,本章将对商务沟通所涉及的一些基本但却重要的概念作简短的介绍。
  许多公司谈得最多的话题之一是“顾客忠诚”,但员工的忠诚问题则很少被人提及。
事实上,忽略“员工忠诚”问题对一个组织的士气有着强烈的负面效应,这一影响有着日渐扩展的趋势。
为避免这一问题的产生,向员工讲明他们所感兴趣或关心的事实,将是一种行之有效的做法。
  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.  ……
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  1995年我以翻译身份随同财政部大学校长考察团先后访问了美国和加拿大近10所知名大学的商学院。给我留下深刻印象的,不是这些大学尤美的校园环境,而是其商学院中种类繁多的MBA项目——MBA,EM-BA(高级工商管理硕士),HMBA(卫生管理硕士),AMBA(航空工商管理硕士)等。当时留存我心里的一个问题是:工商管理何以在西方受到如此重视?这个问题始终未能得到满意的答案。直到1998年我以访问教授的身份到加拿大渥太华大学工商管理学院作一年研修时,我才真正找到了答案,这就是:系统的工商管理课程的学习所培养的是管理方面的专门人才;现代企业所期盼的并不仅仅是技术,他们还迫切需要管理方面的专才,因为惟有科学的管理才能使企业出效益,才能在激烈的市场竞争和风云变幻的市场需求中,求得企业的生存和发展。  企业呼唤管理人才,而管理的精髓则在于有效的沟通。无论是企业约内部管理还是其外部的联系,无论是部门的经理、公司的财务总监还是集团的总裁,有效沟通应是任职的必要条件之一。之所以这样说,是因为从企业运作的角度看,企业的每一个成员都是企业信息链上的一环——环环相连。从企业的内部运作来看,企业信息链上的任何一环出现问题,都必将影响到信息的准确传递及企业的正常运作;从企业对外联系的角度看,企业与外界能否做到信息上的双向沟通并达到本企业所预期的沟通目的,完全取决于企业管理层处理信息的能力。华尔街杂志社所出版的一期《国家商务录用周刊》(National Business Employment职者必须娴熟掌握口头和书面沟通技能”。“窥一斑而知全貌”,我们由此不难看出沟通在企业管理中所占的分量。  在我主持的中美联合培养MBA“商务沟通技术”(Business Commu-nications&Technology)课程的教学以及我所参与的有关企业活动、涉外交往及研修活动中,我常常感到:在经济活动日趋全球化的今天,中国的商务人士迫切需要加强商务沟通理论的学习,迫切需要接受商务沟通方面的专门教育。惟有这样, 中国的商务人士才能够更好地迎接中国入世后所面临的种种机遇和挑战,才能够真正称得上是一个“国际人”,而不仅仅是一个中国人。正是在这样的背景下,我萌发了一个念头:撰写一部借鉴西方商务沟通理论而又符合中国具体国情的商务沟通专著。  中国现有的国情是:一方面,商务人士急需接触和了解商务沟通的理论;另一方面,他们当中大多数人的英文水平尚未达到能流利阅读原版商务沟通专著和教材的程度。西方虽有不少关于商务沟通的专著和教材,但它们无一例外地都是从西方的文化背景、西方的价值观出发,与我国的国情和民族文化有着很大的区别——这是中国的商务沟通理论研究者及感兴趣者不得不认真思考的问题。所以我们要做的,不是对风行西方的商务沟通理论采取“拿来主义”,而是根据中国的国情对这一理论加以取舍和改造,使它真正能够为我们所用。  正是从走向世界的视点出发,我决定书稿先用英文写成,而后再将其译成中文——即写一部双语书。这样处理会给读者留下较大的选择空间:读者自己决定选读英文版或中文版内容,或者是对比阅读。在语体方面,借鉴国外同类书的做法,我采用了谈话语体,从而使商务沟通  理论更易于为读者所理解和接受。该项目动笔于1998年,即我在加拿大渥太华大学工商管理学院研修期间;但其写成之时已是2001年2月——前后历时四载。这本书居然跨越了两个世纪!因此对我来说,它有着独特的纪念意义。  ……
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business
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评论与打分
  •     这本书是我在图书馆第一次看见的,我一看里面的句子很好,于是我就想去复印一本,可是一想还是买一本比较好。他名叫“商务沟通”,具有多重作用。很值得我去学习。
  •     商务沟通,重要啊
  •     质量不错,内容还没看。不过是教材,内容比较有权威性。
  •     这个挺好,就是贵了
  •     学校让买的上课用的书。
  •     书还不错,有助于学习
  •     其实学校要求买得 不得不买啊
  •     不值.让我想睡