中英文化差异在商务礼仪中的体现

.IntroductionCultureisaspecificconceptandvaluesystemofanation,whichconstitutesthebehaviorofpeople'slifeandwork.DuetothedifferencesbetweentraditionalChineseandwesterncustoms,values,religiousbeliefsandwaysofthinking,Chineseandwesternculturesshowmanydifferences.Intheprocessofglobalization,thebondbetweenpeoplefromdifferentculturesisgettingcloser,especiallyintermsofeconomicrelations.Businesspersonnelwithdifferentculturalbackgrounds,worldviewsandvalueswillinevitablyencountervariousproblems,misunderstandingsandconflictsintheprocessofcross-culturalcommunication.ThisrequiresChinesebusinesspeopletostudydifferentcultures,tofigureoutwaysandstrategiesforsolvingproblems.Thedevelopmentofglobalizationrequiresustopaymoreattentiontotheprocessofbusinesscommunication.Incross-culturalbusiness,itisparticularlyimportanttoemphasizetheimportanceofmutualcommunication.Theabilitytocommunicateeffectivelyhasbecomethemainfactorinachievingbusinessgoals.Itisworthnotingthatbusinessetiquetteplaysaveryimportantroleinthewholecross-culturalbusinessactivities.WiththerapiddevelopmentofChina'sforeigntradeandeconomicdevelopment,theoverallpatternofopeningtotheoutsideworldhasbeenformed.Allkindsofeconomicandtradeorganizations,associations,institutions,companiesandenterprisesinourcountrywillhavemoreopportunitiestoengageinface-to-facecontactwiththeBritishbusinesspeople.ButbecauseofthedifferencesinbusinesscultureandetiquettebetweenChinaandBritain,itisveryimportanttoattachimportancetoandgraspBritishbusinesscultureandetiquettefordevelopingandestablishinggoodbilateraleconomicandtradecooperation.(Kelley34-38)Therefore,thispaperbasedontheperspectiveofChineseandWesternculture,willbrieflysummarizesomebasicconceptsofbusinessetiquette,arousepeople'sattentiontobusinessetiquette,realizetheimportanceofbusinessetiquetteandhaveasignificantimpactonthenegotiationofbusiness.MakeacomprehensiveanalysisofculturaldifferencesbetweenChineseandEnglishinthetitle,greetings,hospitalityandguest,modestreflectionandself-affirmation,personalprivacy,timingandreciprocityetc.Bycontrast,itisfoundthatChinesebusinesspeoplecanovercomecommunicationbarriersandachievesmoothandeffectivebusinesscommunicationwhendoingbusinesswithBritishbusinesspeople.TheChineseandEnglishsidescandeveloptogetherinthebusinessofforeigntrade.ThispaperdiscussesthedifferencesbetweenChineseandEnglishcultureinbusinesscommunication,andalsodiscussestheinfluencingfactors.ItisexpectedthatChinesebusinesspersonnelshouldovercometheirowncultureasthecenter,strengthentheexchangeofChineseandWesternculturesandimprovetheinterculturalcommunicationability.AndwhenthereaderscontactwithBritishbusinesspeopleknowyourselfaswellastheenemy,Seekcommongroundandsavedifferencesandcommunicateeffectively.

2.BriefIntroductiontoBusinessEtiquetteThispartmainlyintroducestheconceptofbusinessetiquetteandtheimportanceofbusinessetiquette.Nowadays,China'sinteractionwiththeinternationalcommunityismorefrequent.Onlybybetterunderstandingbusinessetiquetteandapplyingbusinessetiquettecanweshowourmostbasicrespectandplayacrucialroleinourdealings.2.1TheConceptofBusinessEtiquetteEtiquetteisoneofthemanifestationsofhumancommunication.Confuciussaid"Don't

learn

ritual,

withoutaspiration"asearlyastwothousandyearsago.Xunzialsosaid"Legislationwerenotrude,rudeisnotathing,thecountryisnotrude-ning"isaspecialkindofsocialrulesintheprocessofcommunicationself-restraintandrespectforothers.(王195-196)Etiquettefromtheperspectiveofcommunication,itcanbesaidtobeanartusedininterpersonalcommunication.Fromtheperspectiveofcommunication,itcanbesaidtobeacommunicationskillininterpersonalcommunication,whichhasthecharacteristicsofnormalization,differenceandinheritance.Businessetiquettereferstobusinessetiquettepersonnelshouldfollowinthebusinessactivitiesinthesharedconceptandpurposeistheprinciplesofbusinessetiquetteinbusinessetiquettebehind,whichismainlyembodiedinmoderation,equalityandtrustworthiness,respectforprivacyandcompliancewhentheprincipleofRome.Theso-calledbusinessetiquette,isactuallyacommunicationbusinesspeopleintheprocessofart,butalsointhebusinessprocess,friendlyandrespectfulofaseriesofnormsofcooperation,itisthecommonrequirementoftheinstrumentofappearanceandtheconductofpeopleinbusinessactivities.Businessetiquetteisbasedonetiquetteasabasisandcontent,withthecommonbasicprinciplesofetiquette:respect,friendship,sincerity,isalsotheetiquetteinthebusinessprocessofthespecificapplication.Businessetiquetteisacodeofconductthatreflectsmutualrespectinbusinessactivities.Thecoreofbusinessetiquetteisakindofbehaviorcriterion,usedtoeveryaspectofourdailybusinessactivities.Itisacommonrequirementforappearanceandmannerisminbusinessactivities.Businessetiquetteismainlyusedinsocialbusinesscommunication.It'sacodeofconductandguidelinesforpeopletomaintaincorporateimage,personalimageandgroupimage.Thepurposeistoexpressrespectandfriendlinesstoeachotherthroughbusinesscommunication.（金10）2.2TheImportanceofBusinessEtiquetteinBusinessCommunicationInbusinessactivities,fromdifferentcountrieswillcomeintocontactwithpeoplefromallwalksoflife,sothebusinessrequirementsofbusinessworkersfamiliarwithcountriesaroundthespecificcustoms,customandhumanfeelingsandaccurateunderstandingofeachpersonisdifferent;thecontactobjectlawofmentalactivities,graspeachother'sneeds.Businessetiquetteisacodeofconductthatreflectsmutualrespectinbusinessactivities.Itscoreisacodeofconduct,whichisusedtorestrictallaspectsofdailybusinessactivities.2.2.1BuildingaGoodAtmosphereandMakingBusinessActivitiesCarryOutSmoothlyAgoodbusinessatmosphereisoneoftheexternalfactorsforthesmoothdevelopmentofbusinessactivities.Harmoniousandharmoniousbusinesswilleasethemoodofbothsides,andwillhaveawillingnesstocommunicatedeeper.Ifbothsidestradecommunicationinatenseatmosphere,bothsideswillbeafraidtheirlossesinthefieldoftradeexchanges,onecanonlythinkingabouthowtogetmoreinterestsinthefieldofcommunication,theexchangeofbusinessactivities.Thereisnopossible.Conversely,ifbothsidesofthetradearepoliteandabletopassthecooperationtoeachotherandpayattentiontotheatmosphereofmaintainingactivities,theywillnaturallynarrowthedistancebetweenthetwoenterprisesandmakethetradeactivitiesbetweenthetwobusinessesdevelopsmoothly.2.2.2ImprovingEnterpriseImageBusinessetiquetteinthedisplayoftheenterpriseculture,civilization,moralstandards,shapingcorporateimagehasplayedacrucialrole.Enterpriseimageistheintangibleassetofanenterprise,canforenterprisebusinessactivities.Apersonwhopaysattentiontoetiquettewillsetupagoodpersonalimageinfrontofothers.Whenamemberofagroupispolite,hesetsagoodimageforhisorganization,andwinsthepublic'spraise.So,abusinesspersonisalwayslookingforetiquette,whichisnotonlytheembodimentofthegoodqualitiesofindividualsandorganizations,andtoestablishagoodimageandconsolidatetheneed.Eachbusinessperson,inthecourseofbusinessactivityincontactwithothers,isthekeytoshapecorporateimagebymeansofceremonialinstrument,manners,courtesyandetiquette.Propermannerscanshowrespectfortheobjectofcommunicationandalsowintherespectofothers.2.2.3PromotingaGoodRelationshipIndailybusinessactivities,oftenneedtohandlewithpartners,competitorsandcustomers,therelationshipbetweenthebusinesspersonnelofbusinessactivitiesistheprocessofestablishingrelationships,mannersandbehaviorsinshapingtherelationshipbetweenformanddeep.Culturaldifferencesareaveryimportantreasonfortheproblemsindifferentregionalenterprises.Peoplelivingindifferentregionsandenvironmentshavedifferentculturesandeducation.Thesecultureshaveagreatinfluenceonpeople'sbehavior.Therefore,thegooduseofbusinessetiquetteandtheattentiontothecustomsandhabitsofothercountriescanspeeduptheestablishmentofbusinessrelationsandfacilitatethesmoothprogressofbusinessactivities.（谭249）2.2.4LayingtheFoundationforLong-termCooperationAsisknowntoall,interestisthefundamentalpurposeofbusinesstradeactivities.Inthetradeactivities,everythingthetwosidesdoistostriveforthebestoftheirowninterestsandtosafeguardtheirowninterests.Itisinevitablethatsomefrictionandconflictwillarisewhentheinterestsareproperlyacquiredandtheinterestsaremaintained.Althoughtheseconflictsarenotaimedatanenterpriseoraperson,itmaysometimesaffecttheharmoniousrelationshipbetweenthetwosidesofthetrade,andmayevenbeirreconcilable.Atthesametime,businessetiquetteisappliedtobusinessactivitiesinatimelymanner,whichisalwaysrespectedbyeachother.Ithelpsthetwosidestoreachasettlementconsensusandlaythefoundationforlong-termcooperation.3.TheSino-BritishCulturalDifferencesReflectedinBusinessEtiquetteThispartwillbedividedintosevenstepstowritethedifferencebetweenChineseandEnglishculturaldifferencesinbusinessetiquette,sothatmorepeoplecanrecognizethesedifferencesandunderstandthesedifferences,soastofacilitatebettercommunicationbetweenthetwopeoples.3.1TheAppellationAddressreferstopolitenessasacharacteristicoftheChineselanguageandculture,andthereareallformsofaddressinbothEnglishandChinese.TheEnglishaddressisrelativelysimple,whiletheChineseaddressismuchmorecomplicated.Themaindifferenceistocallthenameofthenameortousethe“title+surname”intheformofaddress.InEnglish,peoplewhoarefamiliarwitheachothercalltheirnames,Mr.,MissorMsandsoon.Onlyasmallnumberofpositionsandtitlescanbeusedtoaddressotherpeople,suchasdoctors,doctorate,professors,presidents,etc.Chinacultureemphasizes“underallrighteousness,thereareotherages,”Chinesecommonsurnamewithsomebodytocallotherpeople,suchas“DeanLiu”,“DirectorZhang”,“ManagerLi”,etc.Britainisacountryofgentlemen.Itispoliteandself-cultivation.Italsorequiresotherstobepolitetothemselves.Whentheymeetfortheelders,superiorsandnotfamiliarwith,theyoftenusethehonorifictitle,andontheothersideofthenameprecededbythattitleorSir,madam,misscall.Friendsandacquaintancesarecommonlyused.Chinesepeopleattachimportancetofamilyandaffection,andthinkthatbloodisthickerthanwater.Inordertoexpresspoliteness,astrangershouldbecalledbyakinship.Suchas:“XiaoZhang”,“LaoWang”,“LaoDaniang”.ButitisveryimpolitetosaythesenamesinEnglish,like“LittleBrown”、“OldJohnson”、“oldgranny”.ButinEnglishsociety,regardlessofstatusandrank,peopleareincreasinglywillingtocallthembytheirnames-employees,youngpeople,andeventotheboss,olderpeopleandchildrenofparentsaredirectlycalltheirname,themannersoretiquetteChinesesimplyunbelievable.3.2TheGreetingsWhenwemeet,wegreeteachotherwithacasualsmileandnod,andsometimeswemeetouracquaintanceswiththesamewords:“Didyoueat?”Or,“Whereareyougoing?”It'saformality,butifyousayhellotoawesterner,“Haveyoueatenyet?"”He'llthinkyou'reinvitinghimtodinner.TheChinesealsooftensay“Yougoforawalk?”“Youwaitforsomebody?”Orsimplyask,“Whereareyougoing?”IfyoumovethesewordsintoEnglish,theywillfindthatthepersonwhoisaskingquestionsismentallyill,andwhentheyseewhatIamdoing,theyhavetoask.Asforthelastquestiontheyaremorelikelytothinkthatthespeakerisinterferingwithhisprivacy,theirlikelyresponsemightbe“Mindyourownbusiness!”,“That'snoneofyourbusiness!Doyoucare?”,“I'mgoingtomeetmygirlfriend,sowhat?”（王26-237）So,whenwegetalongwiththewesterners,we'dbetterusethewesterners'greetings.IntheUK,becauseBritainhasamaritimeclimate,affectedbytheNorthAtlanticwarmair,fourseasonsisnotobvious,butthedaytheweathercanchangeveryfast,sotheweatherisalwaysafreshandinterestingtopic,theBritishpeoplehavethehabitoftalkingabouttheweather.Sointhegreeting,enthusiasticChineseoftenmakealotofjokeswithpeoplefromtheWest.AndintheUK,peoplehavealotofconventioninthetraditionalwayofmeetingpeople,fromshakinghands,togreetingeachotherandmakingahabitofsayingthings.Yetbothcountriesinformalsituations,peoplewillpayattentiontoetiquette.Handshakeisthemostcommongift.Whenshakinghands,usuallybyawomanheldouthishand,themanisnottootight.Iftheotherpartyhasnointentionofshakinghands,willnodandbowtogreet.Differentclasses,peopleofdifferentagetoshakehands,haveacertainorder.Forexample:betweenoldandyoung,olderfirsthand;betweentheupperandlowerlevels,thehigherthefirsthand;amongtheguests,bythemasterhandfirst.Alsoneedtonoteisthat,whentoshakehandswithothers,hiseyesshouldbelookingateachother,andtakethegloves.Ifyoudon'thavetimetotaketheglovesoff,youhavetoexplaintoeachotherandapologize.Andattentionshouldbepaidtopeopleforalongtimecan’tcrossshakehands.Ifyoudonotshakehands,itisalsopolitetomakeaslightbow.（Cuiunpublished）3.3Hospitality&GuestVisitingisalsoaverycommoncommunicativeactivityineverydaylife.InBritain,itisnecessarytomakeanappointmentbeforevisitingsomeone.Chinesepeopleoftentreatguestswithteaandtobacco.Theguestswereseated,themasteroftea.Britainusuallyprovideavarietyofchoicesforguests,suchascoffee,cola,teaandsoon.Theyseldomtaketheinitiativetoinvitepeopletosmoke,andtheguestswanttosmokeinadvancefortheirowner'sconsent.Iftheguestsdon'tdrink,theydon'tsticktoit.(胡119-136)Whenwegetalongwithpeople,wearealwaysusedtothinkingaboutothersfromtheirownpointofview.ThisismanifestedinHospitalityandguests.Conscientiousguestsalwaystrynottobothertheirowners,sothattheydon'tlettheirownersspendtheirmoney,sotheyalwaysrefusetohosttheirhostspolitely.Thecompetentownerwillnotdirectlyasktheguestwhattheguestwants,buttaketheinitiativetofigureouttheguest'sneedsandactivelygivesatisfaction.SoChineseareoftenscenesofhospitalityandguestwarmatmosphere:onekepttelling,theothersideiskeptdown.ThereforeChineseentertainguests,usuallypreparedatablefullofdeliciousfood,constantlyaskgueststoenjoythemselves,stillmodest:“Notameal,justapotluck.Acupofwine,justalittletokentoshowmyrespecttoyou.”Inaction,thehosttakesthefoodfortheguests.Westernerswillbepuzzledbythis:therearesomanydishes,buttheysaythereisnofood,whichisnotthebehaviorofseekingtruthfromfacts.Whiletheirdinnerdishes,especiallysimple,oftendeliciousdishwithsuperiornumberofvegetables,whichurgetheguesttojustsay:“Helpyourselftosomevegetablesplease.”bythegueststohelpthemselvesandself.TheuseofwordsorwaysofsayinggoodbyeinEnglishandChineseisnotthesame.WhentheChinesesaygoodbye,theysendtheirgueststothedoorortothemainentranceorevenontheroad,theowneroftheguestssaid:“pleasestay”,theownerfinallysay:“well”,“walkingah”,“comenexttime”andsoon.Infact,habitsbasedontheBritish,smileandmakeagestureorsaygoodbyetosay:“good-bye,seeyoulater”,“takecare”.3.4Modesty&Self-affirmationWehavealwaysregardedmodestyasavirtuewhetheritisforourownabilityandachievements,thetotalself-deprecatinglove.WhenthepeopleoftheBritishandAmericancountriesexpresstheirpraiseorcongratulationstoourChinesepeople,wemustbemodestyevenifwearehappyinourhearts.ThisisprobablybecauseweChinesebelievethat“modesty”isavirtue.Itdoesn'tmeanthatitisdisrespectfultoothersorarrogantorarrogant.Suchasthefaceofcomplimentsandpraise,Chineseperformanceismodestandprudent:“YourEnglishisverygood.”“Itwasnothing,notatall.”“Thefoodisverydelicious.”“Thankyou,thankyou,it’sverycommon,pleaseforgiveme.”TheEnglishmanhaveneverbeenmodest,andgenerallyexpresstheirgratitudetocompliments,showingabeliefinself-confidence.Suchas:“YoucanspeakverygoodFrench．”“Thankyou．”“It’sawonderfuldish！”“Iamgladyoulikeit．”（贾300-331）AccordingtothehabitsofBritishandAmerican,whentheypraiseothers,theyalwayswantotherstorespondinawayofthankingoracceptingit,butdonotwanttoreplyinamodestandpoliteway.Therefore,studentsshouldpayattentiontothefactthatwhenanEnglishspeakercommendsyou,don'treply:“No,Idon’tthinkso.”isnotpoliteorevenhypocriticaltoWesterners.3.5PrivacyWhenChinesepeoplefirstmet,theyaskedforname,address,ageandsoon.Ourpersonalprivacyconceptisratherweak.Especiallyamongrelativesandfriends,theyliketosharepersonallifewitheachother.Inaddition,theelderscanoftenbeaskedabouttheirpersonallifeatrandomtoshowtheirconcern.Butinthewest,askingpeople'sdetailsnotonlythinksit'sdisrespectful,butalsothesuspicionofaskingotherpeople'sprivacy.TheBritishpeopleareverysensitivetopersonalprivacy.Ineverydayconversation,peopledonotgenerallyinvolvethe“privateproblem”oftheother.（吴56-58）Therefore,inbusinesscommunication,thefollowingsevenaspectsshouldbepaidattentionto:Age:Britishpeoplewanttobeyoungforever,fortheiragewomencarefullyconcealmentioning,especially.Marriage:Britishpeoplebelievethatmarriageispurelypersonalandotherpeoplehavenorighttodealwith.Income:TheBritishpeopleregardtheincomeasthepersonalface,whichisrelatedtotheindividual'sabilityandstatus.Itisnotappropriateforotherstoask,onlyyouandthebossknowit.Address:Britishpeoplebelievethattheaddressthatislefttoothersistoinvitethemtobeaguest,andtheydonotliketoinvitepeopletobeaguest.History:Britishpeopledonotletpeopleknowtheirhistoryeasily.Work:Itseemstothemthatiftheyaretalkingabouttheirwork,theyareidle,orhaveaglimpseoftheprivacyofothers.Faith:Theythinkthatreligiousbeliefandpoliticalconvictionareveryseriously,itcan'tbetalkinpublic.3.6TimeArrangementInthefieldofChinesetraditionalculture,akindofcirculartimeconceptisadmired.Therefore,Chinesepeopleusetimemorefreelyandmoreflexibly.Therearetimearrangements,butdonotfollowthepunctualityasarigidframe.Suchasthemeeting,thiscanbestexplainthejingleChineseconceptoftime,“ameetingateighto'clock,arriveatnineo'clock,teno'clocktoreportwithoutdelay”.Punctualpeoplewaitforalongtime,latecomerprocrastination,leavingearlyverycasual,absentunscrupulous,withoutanypunishment.TheBritishpursuedalinearconceptoftime,thattimeiscold,ruthless,can'tchange,andcan'tbereplaced.Theycanonlytreattimeasgold.TheBritishpeople'sCongresshasastrongsenseoftime.Therefore,theirconceptoftimeisveryintense.Theymusthavestrictschedulesforeverything,dowhattheywanttodo,whattheydoandwhattheywanttodointheend.Theymusthavestrictlimitsandkeep“tense”conceptoftimeatalltimes.（方3）Inbusinessactivities,Chinesepeopleliketoarriveearlyandshowrespect.Butmanyofusdon'thavetoomuchtimeconcept.Professionalpeopleareoftenpublicandprivateintimedistribution.Itiscommontotalkaboutbusinessortotalkaboutprivateaffairsatworkhoursafterwork.AndtheBritishcallorbusinessmustfirstmakeanappointment,andtoarriveontime,ifafewminutesearlierandbetter,itwillbetheBritishpeople'strustandrespect.Generallyspeaking,theendofthetalksontheappointmenttime,especiallythefirstcommercial.Itshouldhaveagoodtime.Becausethewaypeoplegetalongwiththemistokeeptheirtimeandkeeptheirpromise.Inbusinessnegotiations,theBritishpeopleloveandstraighttothepoint,inthenegotiationsdonotlovetostoporremainsilent,butaccustomedtoquick.However,Chineselikesgoodemotionalinvestment,liketoentertainorsendgifts,agreedinaglassofwineintheprocessofbusinessactivitiesisgenerallyslow.Englishpeopleliketoarrangeeveryday,theworkisorderlyandbusy,relaxwhentheyrest.TheEnglishpeoplehavethehabitofdrinkingafternoontea,thatis,at3to4o'clockintheafternoon,theyshouldlaydowntheirwork,drinkacupofblacktea,andsometimeshaveasnackforaquarterofaminute,whichiscalled"teabreak".Britishpeopleofteninviteyoutodrinktea,encounterthiskindofsituation,neednotrefuse.AllworkingstaffintheUKcanenjoy6weeksofsummervacationayear,fromJune21sttoSeptember8th.ManypeoplegooutinJulyandAugust.Therefore,businessactivitiesfromFebruarytoJune,betweenmid-9andNovemberarebest.TwoweeksbeforeandafterChristmasandEastershouldbeavoided.Ifyougototradevisitsatanyothertime,contactwiththecompanyandthepartiesconcernedinadvance.3.7CourtesyDemandsReciprocityTheBritishpeoplearenotverygreatimportancetocourtesy,asgiftstofriendsandfamilytheyoftenvisitintheholidays,birthdaysandgifts,andusuallyintheevening.Ininterpersonalcommunication,Britaindoesnotwelcomeexpensivegifts,suchascostumes,soap,perfume,objectswithcompanylogoandadvertisements,whicharenotsuitableforBritishpeople.Flowers,whisky,chocolate,artsandcrafts,andconcertticketsarethefirstchoicefortheBritish.WhenyougotoaBritishfamily,it'sbettertotakealowergift,becauseitdoesn'tcostalotofbribes.Chinesegifts,inadditiontocustoms,infactrevealedaphilistineandutilitarian.Heiseitherthegiftasaninvestment,readytorecoverseveraltimesorevenseveraltimeshigherthanthepriceofthegiftitselfprofits;orindeedbygiftwinoverthepeople,putyouintohissphereofinfluence,whichisequivalenttobuying.Throughgiftstogifts,asatransferofbenefits,betweenChineseandthusformedakindofperplexingrelations,boundariesareblurred:acceptingthepreciousgiftofaperson,youhavetomakeareturn;notonlythat,youoftengiveyougifts,astheirownpeopleinthenameofthegifts;bribery,closetothequintessenceofourcountry,inourcountry,manycorruptofficialsbasicallyfellontheirgifts,bribesasa"normalhumancontacts".ThehabitsoftheBritishandourcountryareverydifferentinacceptingthegift.WhentheChinesereceivedthegifts,theyusuallyputitasideandwereconvincedthattheguestscouldnotwaittoopenit.Whentherecipientkeptsaying:“Oh,whysendgifts?”“I'msorryaboutthat.”“Neversendagain.”“Letyoubreakthefee.”TheEnglishpeopleoftenopenthegiftsinthefaceoftheguests.Nomatterwhatthevalueofthegiftisorwhetheritisuseful,thehostwillgiveawarmcomplimenttoexpressitsgratitude：“Verybeautiful！Wow！”“Whatawonderfulgiftitis！”“Thankyouforyourpresent．”（贾332-350）

4.FactorsInfluencingtheDifferencesofEtiquetteinBusinessCommunicationBetweenChinaandBritainThroughtheabove,wehaveabetterunderstandingoftheimportanceofbusinessetiquette,thedifferencebetweenChineseandEnglishbusinessetiquette.Next,weknowexactlywhatcausesthesedifferencesandhowweshouldovercomethesedifferences.4.1CultureDifferencesBothChinesecultureandBritishculturehavealonghistoryandtradition.ChinesecultureismainlydominatedbyConfucianismandorientalculture,afterthedevelopmentofConfucianism,Chinahaspenetratedintomanyareasofsociallife,andinfluencepeople'snationalconsciousness,culturalpsychology,valuesandcustoms,affectingpeople'swayofthinkingandwayoflife.Britainisthefirstindustrializedcountryintheworld.Itisapowerfulcountrythatfirstcompletedtheindustrialrevolution.Today,Britainisstillagreatpowerwithgreatinfluenceintheworld.Britainisacolorful,internationalandmulticulturalsociety.InthecourseofthedevelopmentoftheUK,Britishculturewasgraduallyformed,includingurbanculture,foodculture,andsoon.ThecultureofChinaandBritainbothexcludeandabsorbeachotherintheprocessofformationanddevelopment,butthegeneraltrendisgradualintegration.Thepremiseofthisintegrationistobuildonthebasisofrespectfortheirrespectiveculturalpersonalitiesandcustoms.（HallE.T.&HallM.R14）4.2OvercometheDifferenceHowtoovercomethenegativeeffectsofetiquettedifferences?Everyoneisconsciousofrepresentingtheircountriesmustparticipateininternationalexchanges,sothewordsanddeedsshouldbegraceful,dignifiedandimposing.Infrontofforeignersshouldneitherfearofinferiorityinperformanceshouldnotshowasenseofpride.Theotheraspectofmutualrespectisself-respect.Onlyself-respectcangettherespectofeachotherforyou.Theestablishmentoffriendshipandthedevelopmentofbusinessareofteninseparable.Fromthepointofviewofetiquette,itisonlyconcernedaboutwhetherbusinessisashort-sightedactornot.Inthewest,iftheotherpersonthinksyouarenottrustworthy,youwillnotdobusinesswithyouevenifyouareinterestedintheproductsyouoffer.Itcanbeseenthatonlytheunderstandingofforeignetiquetteandetiquette,customsandcustoms,canbettercommunicationandcommunication.

5.ConclusionOurcountryisathousandyearsofancientcivilization,thehistoryoforiginleftustheancientsagesforpeopletodealwithetiq