“一带一路”国家跨文化商务交际教程（第二版） 课件 Unit 1 Thailand

Lead-inOverviewBusinessknowledgeCareerskillsCasestudyLead-inUnit1THAILANDdemeanour

/diˈmiːnə/

n.举止；外表；风度tropical/ˈtrɒpikəl/

a.热带的infrastructure/ˈinfrəˌstrʌktʃə/

n.基础设施peninsula

/pəˈninsjələ/

n.半岛plain

/plein/

n.平原Bangkok

/bæŋ'kɒk/

曼谷（泰国首都和最大城市）plateau

/ˈplætəʊ/

n.高原ChaoPhraya/ˈtʃaʊprəˈjɑː/

River昭披耶河Mekong/ˌmi:ˈkɒŋ/River湄公河tributary

/ˈtribjətəri/

n.支流Wordtips1WhatisThailandknownas,andwhy?2WhydoesthespeakerlikeThailand?3WhatisThailandbestknownforgeographically?4WhydoesthespeakersayrivershaveahugeimpactonlifeinThailand?QuestionsScriptsThailandisknownasthe“LandofSmiles”,becauseofthefriendlyandcheerfuldemeanoroftheThaipeople.IreallyenjoytravellinginThailandbecauseofthegreatpeople,becauseofthewonderfulscenery,becauseofthetropicalweatheryeararound,becauseofalltheactivitiesthatyoucandothere,andbecauseofitshighlydevelopedtouristinfrastructurewhilestillbeingoneofthecheapesttraveldestinationsinAsia.

LocatedinSoutheastAsia,itbordersMyanmartothewest,Laostothenortheast,Cambodiatothesoutheast,andMalaysiatothesouth.Itstotallandareais513,000squarekilometres.It’sslightlybiggerthanSpainandslightlysmallerthanYemen.Andinterestingly,ifyoutakethetotallandareaofSingapore,whichis716squarekilometres,andmultiplyitbyitself,yougetalmostexactlythetotallandareaofThailand.ThailandequalsSingaporesquared.

ScriptsThailandisbestknownforitsislandsanditspeninsulawiththeirbeaches.ButmuchofThailandrestsfarawayfromthebeach.There’salargecentralplainwhereBangkokislocated.Muchofthenorthernpartofthecountryismountainous,andmuchoftheeasternportionofthecountryconsistsofalowhillyplateau.AnothermajorfeatureofThailandisitsrivers,namelytheChaoPhrayaRiverandtheMekongRiveranditstributaries.AndtheyhaveahugeimpactonlifeinThailand.Thesemajorriversallowforwetricecultivationandhavealsoservedasmajortransportationroutesthroughoutthecenturiesandstilldotodaytosomeextent.

WhatisThailandknownas,andwhy?Thailandisknownasthe“LandofSmiles”.ThisismainlybecauseofthefriendlyandcheerfuldemeanoroftheThaipeople.WhydoesthespeakerlikeThailand?BecauseThailandhasgreatpeople,wonderfulscenery,tropicalweatheryear-around,manyactivities,anditshighlydevelopedtouristinfrastructure.Itisalsonotanexpensiveplacetotravel.WhatisThailandbestknownforgeographically?Thailandisbestknownforitsislandsanditspeninsulawiththeirbeaches.WhydoesthespeakersayrivershaveahugeimpactonlifeinThailand?Becauseitsmajorriversallowforwetricecultivation.Theyhavealsoservedasmajortransportationroutesthroughoutthecenturiesandstilldotodaytosomeextent.OverviewUnit1THAILANDTheCountryProfileofThailandThecapitalcityisBangkok.ItsofficialnameistheKingdomofThailand.TheofficiallanguageisThai.ThecurrencyisThaiBaht(THB泰铢).Thailand,situatedintheheartofmainlandSoutheastAsia,isacountrywithdiverseecologicalsystems.TheCountryProfileofThailandThailandconsistsoftwomajorgeographicalregions:alargermainlandsectioninthenorthandasmallersouthernpeninsula.TheCountryProfileofThailandThailandhasadiverseeconomy,withkeysectorsincludingservices,manufacturing,andagriculture.TheCountryProfileofThailandThenation’seconomyisalsoheavilydependentonexports,withitstraditionalmajormarketsinChina,theU.S.,andtheEuropeanUnion.Thecountry’sindustrialexportsincludeagro-industryproducts,textiles,electricalappliances,automobiles,ect.TheCountryProfileofThailandThecooperationbetweenThailandandChinawithintheframeworkoftheBRIstandsasaprominentexampleofregionalconnectivityandeconomicpartnership.TheCountryProfileofThailandThecooperationalsoextendstoothersectors,suchasenergy,agriculture,andtechnology,wherebothcountrieshaveengagedinknowledgeexchangeandjointventures.TheChina–ThailandcooperationundertheBRIframeworkispoisedtoenhanceThailand’sstrategicpositionasaregionalhub,improveitslogisticalefficiency,andcontributetoitsbroadergoalofconnectivityandprosperityacrossAsia.TheCountryProfileofThailandFamilyIndirectnessHospitalityReligionKeyculturalconceptsAsthecornerstoneofThaisociety,familyisgivengreatvalueandimportance.FamiliesinThailandarecloselyknit.InThailand,itiscommontoseeseveralgenerationslivingunderthesameroof,withtheeldestmalememberbeingtheheadofthefamily.Thepowerstructurewithinthefamilyisalsoreflectedinthebusinessworld,wheretheadviceoftheeldersisexpectedtobeheeded.Family

BeingsubtleandindirectisessentialinThaiculture.Incommunication,aconsiderablepartoftheinformationliesintheunderlyingmessagesornon-verbalcues,suchasfacialexpressions,bodymovements,andgestures.Toavoidlosing

face,Thaistendtosteerclearofdirectconfrontation.Criticismshouldbeconveyedindirectly,anddisplayingstrongemotionspubliclyisbestavoided.Behaviorlikeraisingyourvoice,expressinganger,orinsultingotherscanleadyourThaibusinesspartnerstoformanegativeopinionofyou.Indirectness

ItisthenatureofThaistobewarmandhospitableinbothsocialandprofessionalsettings.HospitalityMostThaispracticeBuddhism.DuringimportantBuddhistfestivalsinThailand,businessesareusuallyclosedforholidays.InBuddhistculture,thefeetasthelowestpartofthebodyareconsideredunclean.ForThaiBuddhists,theheadisthemostsacredpartofthebody.Theactionoftouchingsomeone’sheadtoshowaffectionisoftendeemedinappropriateinThailand.Religion

IfyoupointatyourThaibusinesspartnerusinganypartofyourfoot,showthesoleofyourfoot,oruseyourfoottomoveanything,youwouldbeconsideredratherrudeanddisrespectful.ImportantreligiousrulesAlso,besuretotakeyourshoesoffwhenenteringaThaibusinesspartner’shome,placesofworship,andspecifichotelrooms.YoushouldtreatimagesofBuddhawithextremerespectwheneveryouseeoneorareinvitedtotemplesbyyourThaibusinesspartners.BusinessknowledgeUnit1THAILANDBusinessetiquetteBusinesspracticesBusinessknowledgeGreetingsNamesandtitlesPunctualityPatienceDresscodeGiftgivingTablemanners

TheinterculturalbusinessetiquetteGreetingsTheiconicgesturetraditionallyusedingreetingsisthewai.Thisgestureisperformedbyputtingyourhandstogetherandbowingslightly.Thehigherthehandsareplaced,themorerespectisconveyed.Theword“sawatdee”(泰语“你好/再会”,读作[sàwàtdiː])meanshello,whichyoumayhearquiteoftensaidbyThais,andoccasionallyitalsomeansgoodbye.SawatdeekhrapSawatdeekhaIt’simportanttonotethatThaistendtousefirstnamesratherthanlastnames,eveninbusinesssituations.MostThaipeoplehavenicknames–shorterandeasier-to-remembernamesgivenbytheirparents.NamesandtitlesPunctualityishighlyappreciated.Youareexpectedtoarriveontimeformeetingsandsocialgatherings.Informalsituations,itispreferabletoarriveafewminutesearlierratherthanjustontime.Itisadvisabletocheckthetrafficsituationinlargecitiesbeforehand,especiallyinBangkok,asthetimeittakestogetfromoneplacetoanothercansometimesbeunpredictable.PunctualityThaisareveryprudentinmakingdecisions;therefore,itisusuallyunlikelyforthemtomakedecisionsinthefirstmeeting.Severalbusinessmeetingsareneededtoreachaconsensus.Thus,havingpatienceisessentialwhenyounegotiatewithThais.PatienceAlthoughthebusinessdresscodeisnotstrictlyformalinThailand,itisimportanttowearappropriateattirewhenyouareinvitedtoformalbusinessmeetings.Tight-fittingandsleevelessclothesshouldbeavoided.Sinceshoesmayneedtoberemovedinsomeofficesandhomes,itisadvisabletowearshoesthatareeasytosliponandoff.Smartcasualisacceptableforbusinessnetworkingevents.DresscodeGivinggiftsisanappreciatedgesture,buttherearecertainrulestofollow.Whenpresentingandreceivinggifts,usebothhands.Donotopenagiftinthegiver’spresence,asitisconsideredrude.Gift-givingPayingcloseattentiontodiningetiquettewillmakeagoodimpressiononyourThaicounterpart.Therearecertainrulesthatyoumustfollow.Themostseniorpersonusuallysitsattheheadofthetable,andyoushouldnotsitdownbeforetheydo.Unlessyouareextremelyhungry,don’tfinishallthefoodonyourplate,asanemptyplateindicatesthatyouarestillhungry,anditwillberefilledbyyourhost.Tablemanners

ATourinThaiCompaniesStructureandhierarchyinThaicompaniesAppointmentsBusinesscardsBusinesslanguagesCommunicationBusinessnegotiationsBusinessrelationshipsThaicompaniesemphasizehierarchyandrespectfortheelders;thus,seniorstaffandexecutivesarehighlyrespected.ThisbusinessculturesharescharacteristicswiththeworkingpracticesinmanyotherAsiancountries.

StructureandhierarchyinThaicompaniesStructureandhierarchyinThaicompaniesManyThaicompaniesadoptaverticalstructure,withpowercentralizedatthetop.Discussionsaretypicallyledbyseniorexecutives,whoareresponsibleforsupervisingandcaringfortheirsubordinates.Businessappointmentsaregenerallyscheduledwellinadvanceandconfirmedadaybeforehand.Itisagoodideatoconsultthecompanyyouarevisitingaboutthetrafficconditionsbeforeyouleavefortheappointment.Ifyoufindyourselfrunninglate,itisadvisabletocallandinformthepeopleyouareabouttomeet.AppointmentsBusinesscardsExchanginghigh-qualitybusinesscardsisimportantinThailandandshouldbedonewheninitiatedbythehost.Whenyoureceiveabusinesscard,makesuretoreaditbeforeputtingitaway.Offeryourcardfirsttothemostseniorpersonpresentatameeting,andalwaysgiveandreceivecardswithbothhands.BusinesslanguagesTheuseofEnglishininternationalbusinessexchangesiscommon,especiallywithThaipeoplefromlargecompaniesinBangkok,wherepresentations,proposals,andcontractsinEnglishareacceptable.Insomecases,aninterpretershouldbeprovided,particularlywhenyouaredealingwithtraditionalThaifirms.ThecommunicationstyleintheThaibusinessenvironmentissensitiveandcourteous.GreatcareshouldbetakentoavoidoffendingyourThaibusinesspartners.Whilehonestyisvalued,itistypicallyexpressedinamoretactfulandconsideratemanner.Whenrespondingnegativelytoanoffer,youshouldtrytobeindirect.Ifadirect,confrontationalstatementcannotbeavoided,itisadvisabletobeginwithsomethinglike“ifyouwillallowmetobeveryfrank”,asthiskindofwordingcanexcusetheoccasionalbluntstatement.CommunicationSmalltalkisexpectedatthebeginningofbusinessnegotiations.Jumping

straightintonegotiations

withoutengaginginsomefriendlychat

isviewedasbadmanners.

Therefore,informalconversationsbeforeandafterbusinessmeetingsarecommonandcannotbeignored.BusinessnegotiationsThaipeoplemayaskforpersonalinformation,suchasyourage,maritalstatus,andeducationalbackground,tounderstandyourstatusinsocietyandbuildfamiliaritywithyou.Itisalsocommontobeinvitedtoaroundofgolforothersocialactivities.TheseeffortsbyyourThaibusinesspartnersaremeanttogettoknowyoubetter,soaccepttheinvitationandtakeitasanopportunitytoforgeasuccessfulpartnership.BusinessrelationshipsDON’TmakejokesaboutorcriticizetheThaikingorqueen.DonotspeakilloftheThaikingorqueen.NationalprideisdeeplyingrainedintheThaipsyche,andtheroyalfamilyisheldinextremelyhighesteem.SpeakingnegativelyaboutthemonarchyisdangerousinThailand.Notonlywillitoffendyourpotentialbusinesspartners,butitcouldalsoleadtolegalconsequences.

Pitfall1CanyoumakefunoftheThaiKingandQueen?Don’tbehaveinappropriatelyinatempleenvironment.BecauseinThailand,templesarehighlyrespectedlocationsthatrequireextremereverenceandobservanceofrules.Itisconsideredinappropriatetoactboisterouslyorwearinappropriateclothingintheseplaces.Oneshoulddressmodestlyattemplesandothersacredplaces.Itisimpropertowearrevealingclothes,suchasbeachwear,sleevelessshirts,orshorts.

Pitfall2Canyoubehavefreelyinatempleenvironment?Don’tuse

yourfingertopoint,whichisconsideredimpoliteinmanycultures,particularlyinThaiculture.Insteadofpointingwithyourfinger,itismorerespectfultogesturewithyourpalmfacinguptowardtheobjectyouwanttoindicate.

Pitfall3Canyoupointwithyourfinger?CasestudyUnit1THAILANDDanielSmith,aUSexportbusinessrepresentative,arrivedinBangkokforacrucialbusinessmeetingwithaprominentThaicompany.Onthedayofthemeeting,afterintroducinghimself,DanieltriedtoengageinafriendlyconversationwithhisThaibusinesspartner,Mr.Sompong.Danielwasgivenasmallgift,whichheimmediatelyopenedwithappreciation.Afterthemeeting,theyhadabusinessdinnertogether.Duringthedinnertalk,DanielfoundagrainofriceonthehairofMr.Sompongandtriedtohelphimremoveit,therebytouchingMr.Sompong’shead.Onthefollowingday,DanielwasinvitedtoMr.Sompong’shomeforasocialvisit.Uponarriving,Danielremovedhisshoesatthedoor.WhenhesawtheparentsofMr.Sompong,Danielputhishandstogether,bowedslightly,andsaid,“Sawatdeekhrap.”

Case1Properbehaviorsinclude:DanielremovedhisshoeswhenwalkingintoMr.

Sompong’shouse.Daniel

usedthepropergreeting“Sawatdee

khrap”withthecommongestureofwai,whichreflectsrespectandunderstandingofThaicustoms.

Improperbehaviorsinclude:Daniel

immediatelyopened

thegiftgivenbyMr.Sompong.(Heshouldnotopenthegiftinthegiver’spresence,asitisconsideredrude.)DanieltouchedhisThaicounterpart’shead,whichisconsideredthesacredpartofaperson’sbody.(TouchingaThai’sheadwillcausegreatoffense.)

CaseanalysisInthevibrantcityofBangkok,aChinesebusinessmannamedLiuHuawaspreparingforacrucialbusinessappointmentwithaleadingThaicompany.Awareofthecity’sunpredictabletraffic,heconfirmedtheappointmentadaybeforehandandinquiredaboutthetrafficconditions.Onthedayoftheappointment,LiuHuaencounteredunexpecteddelaysontheroad,causinghimtorunlate.Realizinghistardiness,hepromptlycalledhisThaibusinesspartnertoapologizeandinformthemofhissituation.

Uponarrival,LiuHuasuggestedthatthenegotiationsessionstartimmediatelytosavetime.Duringthenegotiation,LiuHuafoundthathisThaibusinesspartnerwasfluentinEnglish,andtheircommunicationflowedsmoothly.However,whendiscussingmoretechnicalorculturalaspects,LiuHuaoccasionallyreliedonaChinese-Thaiinterpretertoensureaccuracyandpreventmisunderstandings.

Case2Properbehaviorsinclude:LiuHuaconfirmedtheappointmentadaybeforehandandinquiredaboutthetrafficconditions.LiuHuapromptlycalledhisThaibusinesspartnertoapologizeforhislatenessandinformthemofhissituation.Duringthenegotiation,LiuHuareliedonaChinese-Thaiinterpreterwhendiscussingmoretechnicalorculturalaspectstoensureaccuracyandpreventmisunderstandings.Improperbehaviorincludes:Uponarrival,LiuHuasuggestedthatthenegotiationsessionstartimmediatelytosavetime.(Instead,heshouldbeginthemeetingwithabriefexchangeofpleasantries,avoidanypressuretactics,andremainpatient,sincebusinessdecisionsinThailandoftentaketime.)

CaseanalysisLinYa,aChinesebusinesswoman,arrivedinBangkokforabusinessmeetingwithaThaibusinessman,Mr.Songsak.Asatokenofappreciation,LinYahadpreparedaboxofChineseteaasagiftandwrappeditinblackpaper.Onthedayofthemeeting,LinYaworeawhiteshort-sleevedshirtandlongtrousers.Uponarrival,LinYagreetedMr.Songsakwithawarmsmileandofferedthegiftwithbothhands.Themeetingprogressedsmoothlyasbothpartiesdelvedintodiscussionsonvariousbusinessopportunities.Duringabreak,LinYainitiatedsmalltalkandaskedquestionsaboutThaicustomsandtraditions,andMr.Songsakwasdelightedtosharehisknowledge.Asthemeetingdrewtoaclose,Mr.SongsakexpressedenthusiasmforfuturecollaborationsandinvitedLinYatoacocktailpartyatnight.However,LinYaturneddowntheinvitation,asshethoughtitwouldnothelpbrokerthedeal.

Case3Properbehaviorsinclude:LinYapreparedaboxofChineseteaasagiftforMr.Songsak.LinYaworetheproperoutfittofittheoccasion,whichincludedwearingawhiteshort-sleevedshirtandlongtrousers.LinYagree