Abstract:

With the vigorous development of the global integration, communications between different countries occur more frequently than ever before. The success of cross-cultural communication is becoming increasingly important in multinational cooperation. China and the West have their own unique culture, thus deal with face issues differently, and their different face concerns affect their communication and cooperation in business field, and often bring to both sides of communication difficulties, misunderstandings, even barriers. So this paper analyzes the differences between Chinese and western language communication, the differences between the values and thinking mode，and effect of these differences on business negotiation organization, negotiation manners, negotiation process and negotiation decision, give some concrete suggestions to the negotiators, so as to improve the efficiency of the business negotiations and promote the success of the business cooperation.

Key words: face concerns; differences; business negotiation; suggestions

摘要：

随着全球一体化的蓬勃发展，国家与国家间的交流愈加频繁，成功的跨文化交流在跨国合作中变得日趋重要。中西方都有自己独特的文化，从而对面子的认识、关注度以及处理面子问题的方式不同，常给双方带来交流上的困难，误解，甚至障碍。本文分析了中西方语言交流方式的差异、价值观的差异和思维模式的差异，以及这些差异对商务谈判组织、谈判方式、谈判过程、谈判决策的影响。给商务谈判者一些具体的建议，从而提高商务谈判的效率,促进商务活动的成功合作。

关键词：面子观;差异;商务谈判;建议

1. Introduction
Americans rarely speak about face, so you might suspect that concern for face is a Chinese preoccupation. But sociologists know that the concept exist among Americans as well as among the Chinese，scholars who have examined the face concept have found it a universal concern of human beings.
China and the United States both have its unique culture, face perception is a common but an important aspect of culture. International business negotiation is not only the international negotiations, but also a cross-cultural negotiation because the negotiators of different countries have different social, cultural, economic and political background and there exist cultural differences in the international business negotiations objectively. Therefore, only the correct understanding of cultural differences in international business negotiations can help negotiations proceed smoothly.