《中国商务文化导读》样章

When in China: A Guide to
Chinese Business Culture
中国商务文化导读
主编：卢红
编者：方晶车文兵陈青
庞朝霞辛红艺胥燕华
褚菁
Every effort has been made to trace all copyright holders, but if any
have been inadvertently overlooked, the publishers will be pleased to
make the necessary arrangements at the first opportunity.
When in China: A Guide to Chinese Business Culture
Compiler-in-chief: Hong LU
Compilers: Jing FANG, Wenbing CHE, Qing CHEN, Zhaoxia PANG
Hongyi XIN, Yanhua XU, Jing CHU
Translators: Yanhua XU, Jie MU
Editors: Shurong ZHAI, Ranran DU

English editor: Yuwei XUE
Cover design: Qiu Sitao
Layout/Illustration: 书香传承
Copyright ©2014 by Sinolingua London Ltd.

First published in Great Britain in September 2014 by Sinolingua
London Ltd.
Unit 13, Park Royal Metro Centre

Britannia Way
London NW10 7PA
Tel: +44(0)2088480572
Email: editor@sinolingualondon.com
Website: www.sinolingua.com.cn
Printed in China 2014
ISBN 978-1-907838-43-9
All rights reserved. No part of this publication may be reproduced,

stored in a retrieval system, or transmitted in any form or by any
means without the prior permission from the publisher.
前言
Preface
《中国商务文化导读》前言
《中国商务文化导读》的编者让我为本书写个前言，一方面
感到很荣幸，因为我能够有这样一个机会从读者和使用者的角度
出发对这本书作一客观的介绍；另一方面又有些不安，主要是担
心不能全面地表达出这些作者为此书所付出的辛苦及描述出这本
书的全部特征。拜读此书后，我为每一章的内容所吸引，从中也
体验到作者的良苦用心。可以说这本教材凝聚着这些作者多年甚
至十几年商务汉语教学的精华，也是他们这么多年辛勤劳动的结
晶。
目前，在英国图书市场上，类似的中国商务文化书籍并不
多见。因此，这本教材的出版在一定程度上填补了这一市场的空
白，将满足商务汉语教学在全球范围内不断发展的需要，同时也
将标示着这一领域蓬勃发展的良好态势。
这本教材历时三年，在英国多处商务汉语课堂进行试用，
并获得广泛好评。全书是由近十位在英国本土从事商务汉语教学
的一线教师编写，如，方晶老师、卢红老师等；她们在这一领域
具有丰富的商务汉语教学经历，在界内享有很高的盛誉。此外，
这本书由华语教学出版社伦敦分社 Sinolingua London Ltd. 出版，
可以说是强—强合作的又一成功实例。
3
《中国商务文化导读》
综观《中国商务文化导读》一书，有其以下显著特点：
1）这本教材具有很好的针对性。作者根据英国商务汉语学
习者的实际需求和语言程度进行编写，其教学对象主要是将要从
事商务、金融等领域的学生或正在从事这一工作的公司职员、中
层管理人员等。针对这一学习群体，本书作者精心设计和安排了
具有很强实用性的商务文化和商务汉语的训练内容。
2）这本书的内容新颖、实例真实；英汉两种语言通俗易懂、
简洁自然、地道、得体。从课文的内容和题材上较全面、客观地
展示了商务汉语活动的真实情景以及商务文化内涵，有利于学习
者尽快适应在中国的商务工作。
3）这本教材的编排充分考虑到汉语学习者的不同背景和程
度，采用了中英文对照的方式，以便学习者能够更好地理解汉语
商务文化和交流的内容。同时，坚持使用拼音以方便那些会说不
认字的读者和广东话背景的学习者。此外，全书以专题为主线，
很好地将语言、商务、文化三者结合在一起，有利于学习者进行
汉语语言实践，同时了解中国文化，以及掌握中国商务文化的含
意。
4）这本书在每课后面安排了思考题和讨论题，帮助学员在
掌握课文内容的基础上，积极开展语言交流。这些讨论题目将有
助于学员通过交流更好地掌握商务汉语文化知识和语言技能。
我深信《中国商务文化导读》一书的出版将有助于商务汉
语教学的发展，有助于汉语学习者的语言学习以及对中国文化的
理解。这本书将是众多对外汉语教材园地的一支奇葩 , 必将成为
商务汉语学习者的良师益友。
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前言
Preface
Preface to When in China: A Guide to Chinese

Business Culture
When the editor of When in China: A Guide to Chinese

Business Culture asked me to write a preface for this book, I felt
honoured because it meant that I was granted an opportunity to give an
objective introduction of the book from the perspective of readers and
users, yet on the other hand, I was worried that I could not give a full
account of the hard work of the authors and describe all of the features
of the book. After reading the book, I was attracted by each chapter
and perceived the lofty intentions of the authors. It is no exaggeration
to say that this book has gathered the experience accumulated by the
authors from teaching business Chinese over the past ten-odd years
and that it is a crystallization of their hard work over those years.
Similar books can rarely be found on the current British book
market. Therefore, the publication of this book has, to a certain extent,
filled the gap in this market. At the same time, it will meet the ever-
growing demand for business Chinese teaching on a worldwide scale
and also mark the forward momentum of the vigorous development in
5
this field.
It took three years to write the book, which has received
extensive attention and warm welcome when used in British
classrooms teaching Business Chinese on a trial basis. This book was
written by about ten teachers engaged in business Chinese teaching in
Britain, including Fang Jing and Lu Hong, who have rich experience
in this field and enjoy a high reputation in the industry. In addition,
this book was published by Sinolingua London, so it can be said that
it is another good example of success in the cooperation between two
strong parties.
This book, When in China: A Guide to Chinese Business
Culture, has the following distinctive features:
(1) The book is well targeted. It was written according to the
actual demands and the language degree of British learners of business
Chinese, with its teaching targets including the students who will
engage in the fields of business and finance or company employees
and medium-level managers engaged in this work. Focusing on these
learners, the authors have carefully designed and arranged highly
practical business culture courses and training content regarding
business Chinese.
(2) This book contains imagined and real examples of situations
occurring in Chinese business. Written in two languages (English
and Chinese), it is easy to understand, simple, natural and authentic.
Overall, the book has comprehensively and objectively displayed
the real situation of business Chinese activities and the connotations
6
前言
Preface
of business culture and will help the learners to find their feet in the
business world of China as soon as possible.
(3) Giving full consideration to the different backgrounds and
language degrees of the learners who are learning Chinese, the book
was written in both Chinese and English so that the learners can better
understand Chinese business culture and language. At the same time,
Pinyin was used for those readers who can speak but cannot read
Chinese and for those who speak Cantonese. In addition, the book has,
based on special subjects, combined language, business and culture
together, which will help the learners practice the Chinese language,
understand Chinese culture and gain a wider understanding of Chinese
business culture.
(4) This book has questions and discussion topics following
each chapter to help the learners grasp the text content and actively
carry out language exchange, which will help them better attain a
knowledge of Chinese business culture and language.
I believe that the publication of this book will promote the
development of business Chinese teaching and help the learners
improve their language skills and better understand Chinese culture.
This book will be a nice flower in the garden of textbooks teaching
Chinese as a foreign language and will become a good teacher and
friend for learners of business Chinese.
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第一章
中国的商务礼仪��1
见面礼仪 3
餐桌礼仪 13
馈赠礼仪 21
迎送往来 27
第二章
中国人常见的喜好与禁忌�� 53
颜色 54
数字 59
动物 63
生肖 68
第三章
中国的节目�� 83
中国传统节日 84
节日的“情感公关”89
节日和生意 93
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目录
Contents
Chapter I
Chinese Business Etiquette�� 33
Meetings 34
Dinner table etiquette 40
Gift giving etiquette 45
Reception 49
Chapter II
Common Preferences and Taboos among Chinese People72
Colours 72
Numbers 75
Animals77
Zodiac animals80
Chapter III
Chinese Festivals�� 101
Traditional Chinese festivals 101
PR during festivals 104
Festivals and business106
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第四章
中国商务文化中的风水�� 112
风水和办公室选址 113
风水和办公室布局 116
办公室风水对员工的影响 120
风水和其他 123
第五章
中国人的关系论�� 135
人情 136
面子 140
家庭关系 143
上下级关系 146
同事关系 149
客户关系 152
政府关系 155
第六章
中国人的商务谈判风格�� 171
礼为先 172
和为贵 175
整体和细节 178
原则性和灵活度 180
等级和决策 182
其他细节 185
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目录
Contents
Chapter IV
Feng Shui in Chinese Culture-Business�� 127
Feng Shui and office locations 127
Feng Shui and office layouts 129
Impact of office Feng Shui on employees 131
Other aspects of Feng Shui 133
Chapter V
Chinese Personal Relationships�� 158
Personal relationships 158
Face160
Family relationships 162
Superior-subordinate relationships 164
Colleague relationships 165
Customer relationships 167
Government relationships 169
Chapter VI
Chinese Business Negotiation Styles�� 187
Etiquette first 187
Harmony first189
Generality and details 191
Principles and flexibility 192
Hierarchy and decision 193
Other details194
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第七章
中国人口国情�� 196
人口政策和现状 198
上学难，就业难 203
人口老龄化与银发商机 209
2010 年中国第六次人口普查主要数据 212
第八章
中国的政治制度和国家机构�� 224
中国的政治制度 224
中国的国家机构体系 227
第九章
中国传统和现代商务文化�� 241
中国传统商业文化 242
中国现代商务文化 247
启示 252
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目录
Contents
Chapter VII
Demographics of China�� 214
Population policy and current situation 215
Difficulty in education and employment 218
Ageing population and business opportunities with the elderly 221
Major data from China’s Sixth Population Census in 2010 223
Chapter VIII
China’s Political System and State Institutions�� 227
China’s political system 227
China’s state structure 239
Chapter IX
China’s Traditional and Modern Business Culture�� 255
China’s traditional business culture255
China’s modern business culture 258
Inspirations 260
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第一章中国的商务礼仪
Chapter I Chinese Business Etiquette
Dì=y~ zhāng Zhōngguó de shāngwù lǐyí

Zhōngguó jùyǒu wǔqiān duō nián de wénmíngshǐ ， sù yǒu

中国具有五千多年的文明史，素有
“ wénmíng gǔguó ， lǐyí zhī bāng ” zhī chēng . Zhōngguó
“ 文明古国，礼仪之邦 ” 之称。中国
wénhuà de zhòngyào nèiróng shì lǐ wénhuà ， tā nèiróng
文化的重要内容是礼文化，它内容
fēngfù ， yuányuǎnliúcháng . Hěn duō xuézhě rènwéi lǐ wénhuà
丰富，源远流长。很多学者认为礼文化
shì Zhōngguó wénhuà de héxīn . Nàme shénme shì lǐ wénhuà
是中国文化的核心。那么什么是礼文化
ne ? Lǐ wénhuà kěyǐ lǐjiě w9i zài zūnzhòng de jīchǔ
呢？礼文化可以理解为在尊重的基础
shang àn yìxiē pǔbiàn jiēshòu , yuēdìngsúchéng de guīju
上按一些普遍接受、约定俗成的规矩
jìnxíng shèhuì huódong de wénhuà . Tōngsú de jiǎng jiù shì
进行社会活动的文化。通俗地讲就是
jiērén=dàiwù yào zūnzhòng duìfāng ， zuòshì yào wèi duìfāng
接人待物要尊重对方，做事要为对方
zhuóxiǎng . Chángyán dào : “ Nǐ jìng wǒ yì chǐ ， wǒ jìng nǐ
着想。常言道：
“ 你敬我一尺，我敬你
1
y! zhàng ” ， Zhōngguórén tíchàng zài hùxiāng zūnzhòng de jīchǔ

一丈 ”，中国人提倡在互相尊重的基础
shang jiànlì hùxìn ， fāzhǎn yǒuyì ， dádào gòngyíng .
上建立互信，发展友谊，达到共赢。
Lǐyí shèjí shēnghuó de fāngfāngmiànmiàn : dà yǒu guójiā
礼仪涉及生活的方方面面：大有国家
wàijiāo lǐyí ， xiǎo yǒu jiā zhōng cānzhuō lǐyí . Zuò de bù
外交礼仪，小有家中餐桌礼仪。做得不
hǎo jiù shì “ shīlǐ ”. Duì pǔtōngrén láishuō jiù shì “ diū
好就是“ 失礼 ”。对普通人来说就是“ 丢
miànzi ” huò “ bù gěi miànzi ” . Shīle lǐ ， diūle miànzi ，
面子” 或 “ 不给面子”。失了礼，丢了面子，
fāzhǎn liánghǎo guānxi shīqùle jīchǔ ， hézuò de shì jiù
发展良好关系失去了基础，合作的事就
wúcóng tánqǐ le . Dāngjīn ， Zhōngguó yǐjing chéngwéi shìjiè
无从谈起了。当今，中国已经成为世界
zuì zhòngyào de jīngjì qiángguó zhī y~ ， shìjiè gè guó yǔ
最重要的经济强国之一，世界各国与
Zhōngguó jìnxíng shāngwù wǎnglái yuèláiyuè pínfán ， guīmó
中国进行商务往来越来越频繁，规模
yuèláiyuè dà . Liǎojiě Zhōngguó shāngwù lǐyí wúyí shì bùkě
越来越大。了解中国商务礼仪无疑是不可
hūshì de y! kè . Wèi cǐ ， běn wén jiāng yǐ shāngwù lǐyí
忽视的一课。为此，本文将以商务礼仪
wèi zhōngxīn jiǎndān èyào de jièshào yìxiē Zhōngguó shāngwù
为中心简单扼要地介绍一些中国商务
huódong zhōng de jīběn xíngwéi guīfàn jí tèdiǎn .
活动中的基本行为规范及特点。
2
Jiànmiàn lǐyí
见面礼仪
关键词 Key words

礼仪 lǐyí n. etiquette
规矩 guīju n. norm
互信 hùxìn v. mutually trust
双赢 shuāngyíng v. be win-win
dōngdàozhǔ /
东道主 / 主方 n. host
zhǔ fāng
Yǒu péng zì yuǎnfāng lái bù yì yuè hū ? Chūcì jiànmiàn ，

有朋自远方来不亦乐乎？初次见面，
zūncóng dāngd# de lǐyí guīfàn bùjǐn kěyǐ gěi duìfāng
遵从当地的礼仪规范不仅可以给对方
liánghǎo de dì=y~ yìnxiàng ， hái kěyǐ ràng duìfāng gǎndào
良好的第一印象，还可以让对方感到
láifǎngrén de zhēnchéng . Zhè shì bǎozhèng shuāngfāng yèwù
来访人的真诚。这是保证双方业务
shùnlì kāizhǎn de dì=y~ bù . Xiàmian jiāng jièshào jǐ diǎn
顺利开展的第一步。下面将介绍几点
shāngwù huód7ng zhōng chūcì jiànmiàn pǔbiàn zūnxún de jīběn
商务活动中初次见面普遍遵循的基本
lǐyí guīfàn .
礼仪规范。
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Jièshào
介绍
Shāngwù huód7ng chángcháng shì liǎng fāng tuánduì chéngyuán
商务活动常常是两方团队成员
jiànmiàn . Zài zhè zhǒng qíngkuàng xià ， yìbān xiān yóu xiàngmù
见面。在这种情况下，一般先由项目
liánxìrén jièshào bīnzhǔ shuāngf`ng fùzérén rènshi . Tōngcháng
联系人介绍宾主双方负责人认识。通常
zuòfǎ shì bǎ kèfāng fùzérén jièshào gěi zhǔfāng fùzérén .
做法是把客方负责人介绍给主方负责人。
Ránhòu yóu bīnzhǔ shuāngfāng fùzérén jièshào zìjǐ de tuánduì
然后由宾主双方负责人介绍自己的团队
chéngyuán . Jièshào shí yīzhào zhíwù gāodī ， zhì gāo ér dī
成员。介绍时依照职务高低，至高而低
de yīcì jìnxíng jièshào . Rúguǒ dàjiā yǐjing jiùzuò le ， zé
地依次进行介绍。如果大家已经就座了，则
àn jiùzuò cìxù zhúy~ jièshào yě kěyǐ .
按就座次序逐一介绍也可以。
Jièshào shí ， fùzérén chúle jièshào xìngmíng yǐwài ， hái
介绍时，负责人除了介绍姓名以外，还
y~ng jièshào zhíwù ， yǐ fāngbiàn duìfāng míngquè yèwù liánxì
应介绍职务，以方便对方明确业务联系
duìxiàng . Bǐrú : tā shì gōngsī de xiāoshòu jīnglǐ ; Tā fùzé
对象。比如：他是公司的销售经理；她负责
Yàtài d#qū de shìchǎng kāifā ; Zhè wèi shì chǎnpǐn kāifābù
亚太地区的市场开发；这位是产品开发部
4
zhǔrèn ， děngděng .
主任，等等。
Rúguǒ shì zài jùhuì chǎnghé ， nǐ xiǎng rènshi mǒu rén ，
如果是在聚会场合，你想认识某人，
kěshì dāngshí yòu méiyǒu rén yǐnjiàn nǐ ， yě jiùshì shuō ，
可是当时又没有人引荐你，也就是说，
méiyǒu rén jièshào nǐ ， nǐ yě kěyǐ xuǎnzé shìdàng jīhu# ，
没有人介绍你，你也可以选择适当机会，
shàngqián zìwǒ jièshào : “ Nǐ hǎo ！ Wǒ jiào ... ”.
上前自我介绍：
“你好！我叫……”。
Wòshǒu
握手
Wò shǒu shì jiànmiàn huò gàobié shí zuì chángjiàn de lǐjié .
握手是见面或告别时最常见的礼节。
Jièshào rènshi de shíhou ， zuì pǔbiàn de lǐjié shì wòshǒu .
介绍认识的时候，最普遍的礼节是握手。
Zhōngguó rén chángcháng zài wò shǒu de tóngshí wènhòu duìfāng :
中国人常常在握手的同时问候对方：
“ Nǐ hǎo ， nǐ hǎo ” ！ Kèren kěyǐ yòng Zhōngwén huídá
“ 你好，你好 ”！客人可以用中文回答
“ nǐ hǎo ， nǐ hǎo ” jí kě ， bù yídìng shuō “
“ 你好，你好 ” 即可，不一定说 “It’s a
”.
pleasure to meet you”。
Wò shǒu de lìdù yào héshì ， tài qīng róngyì ràng duìfāng
握手的力度要合适，太轻容易让对方
5
gǎndào b% zhòngshì ， huò fūy2n ; Tài zhòng yě róngyì yǐnqǐ

感到不重视，或敷衍；太重也容易引起
fǎngǎn . Wòshǒu shíjiān yìbān zài liǎng miǎozhōng zuǒyòu .
反感。握手时间一般在两秒钟左右。
Wòshǒu shí yìbān shì “ zūn zhě zhǔdòng ” ， yě jiùshì shuō
握手时一般是“ 尊者主动 ”
，也就是说
zhíwù gāo de rén , niánzhǎngzhě , zhǔr9n , nǚshì děng duì
职务高的人、年长者、主人、女士等对
zhíwù dī de rén , niányòuzhě , kèren , nánshì xiān shēnshǒu ，
职务低的人、年幼者、客人、男士先伸手，
dāngrán yě kěyǐ tóngshí shēn shǒu .
当然也可以同时伸手。
Rúguǒ shuāngfāng yǐj~ng jiùzuò le ， huò jùlí tài yuǎn ，
如果双方已经就座了，或距离太远，
bù fāngbiàn wòshǒu ， nàme yě kěyǐ yòng biéde fāngshì dàitì
不方便握手，那么也可以用别的方式代替
wòshǒu lǐjié ， bǐrú : xiàng duìfāng diǎntóu zhìyì ， zhāoshǒu
握手礼节，比如：向对方点头致意，招手
zhìyì ， qiànshēn zhìyì bìng tóngshí wènhòu “ nǐ hǎo ” .
致意，欠身致意并同时问候“你好 ”。
注意：
Jiāochā wòshǒu huò zuò zhe gēn duìfāng wò shǒu dōu shì
交叉握手或坐着跟对方握手都是
bù lǐmào de xíngwéi .
不礼貌的行为。
6
Wò shǒu shí bù y~ng dài shǒutào .

握手时不应戴手套。
Chūcì jiànmiàn wò shǒu shí yìbān b%yòng shuāng shǒu .
初次见面握手时一般不用双手。
Chūcì jiànmiàn ， Zhōngguórén yìbān bù xíguàn yǐ
初次见面，中国人一般不习惯以
yōngbào fāngshì zhìyì .
拥抱方式致意。
Míngpiàn
名片
Zài jièshào rènshi yǐhòu ， shuāngfāng tōngcháng jiāohuàn
在介绍认识以后，双方通常交换
míngpiàn . Zài dìsòng , jiēshòu míngpiàn shí dōu y~nggāi yòng
名片。在递送、接受名片时都应该用
shuāngshǒu yǐ biǎoshì zūnzhòng . Míngpiàn shang rú yǒu
双手以表示尊重。名片上如有
Zhōngwén fānyì ， xiě Zhōngwén de yí miàn y~nggāi cháo xiàng
中文翻译，写中文的一面应该朝向
duìfāng ， yǐ fāngbiàn yuèdú . Gōngsī míngchēng jí gèrén
对方，以方便阅读。公司名称及个人
zhíwù yào fānyì zhǔnquè ， fúhé Zhōngwén xíguàn . Rúguǒ
职务要翻译准确，符合中文习惯。如果
míngpiàn bú gòu ， bùnéng gěi duìfāng měi wèi zài chǎng rényuán
名片不够，不能给对方每位在场人员
de shíhou ， y~nggāi xiàng tāmen biǎoshì qiànyì ， shuō yì shēng :
的时候，应该向他们表示歉意，说一声：
7
“ Duìbuqǐ ” .
“对不起”。
Míngpiàn de shèjì y~nggāi jiǎnyuē dàfang ， liánxì fāngshì
名片的设计应该简约大方，联系方式
qīngchu . Diànzǐ yóujiàn d#zhǐ yào zhùyì zìmǔ de dà=xiǎoxiě ，
清楚。电子邮件地址要注意字母的大小写，
diànhuà hàomǎ y~ng jiāshàng guójiā jí d#qū de dàihào .
电话号码应加上国家及地区的代号。
注意：
Rúguǒ yǒu Zhōngwén míngzi ， míngzi zuì hǎo yào fúhé
如果有中文名字，名字最好要符合
Zhōngguó de chuántǒng xíguàn huò fānyì xíguàn . Bǐzhě
中国的传统习惯或翻译习惯。笔者
céng yùdào yìxiē wàibīn de Zhōngwén míngzi jiào : Píngguǒ ，
曾遇到一些外宾的中文名字叫：苹果，
Wáng Dòufu ， Wǔliángyè Děngděng ， zhèxiē míngzi tīng qǐlai
王豆腐，五粮液等等，这些名字听起来
sìhu yǒu yìsi ， kěshì bù yídìng shìhé zhèngguī de
似乎有意思，可是不一定适合正规的
shāngwù chǎnghé .
商务场合。
Míngpiàn yào tūchū zhǔyào zhíwù ， bù yí luóliè tài
名片要突出主要职务，不宜罗列太
duō jiānzhí zhíwù .
多兼职职务。
8
Chēngwèi
称谓
Wǒmen zhèli jiǎng de chēngwèi yě jiù shì zhǐ rúhé
我们这里讲的称谓也就是指如何
chēnghu biéren . Zěnyàng héshì de chēnghu yí gè Zhōngguórén
称呼别人。怎样合适地称呼一个中国人
duì wàiguórén éryán kě b% shì y! jiàn róngyì de shìr .
对外国人而言可不是一件容易的事儿。
Jiǎrú yì gè rén de míngzi jiào Wáng Lóng ， nàme tā yǒu
假如一个人的名字叫王龙，那么他有
kěnéng bèi chēngw9i : Wáng xiānsheng ， Wáng jīnglǐ ， Wáng
可能被称为：王先生，王经理，王
tóngzhì ， Lǎo Wáng ， Xiǎo Wáng ， Xiǎo Lóng ， Dà Lóng ， Lóng
同志，老王，小王，小龙，大龙，龙
gē ， A Lóng ， děngděng . Zài shāngwù chǎnghé xuǎnzé
哥，阿龙，等等。在商务场合选择
zhèngquè , shìdàng de chēnghu sh!f8n zhòngyào . Chūcì jiànmiàn
正确、适当的称呼十分重要。初次见面
duì zhōngfāng chéngyuán de chēngwèi kěyǐ zūnxún yǐ xià jǐ
对中方成员的称谓可以遵循以下几
zhǒng fāngshì :
种方式：
Xìng zhíwù : Zhào jīnglǐ ， Zhào yuànzhǎng ， Zhào
姓 + 职务：赵经理，赵院长，赵
zhǔrèn ， Zhào chǎngzhǎng ， děng .
主任，赵厂长，等。
9
Xìng zhuānyè zhíwù : Qián jiàoshòu ， Qián yīshēng ， Qián

姓 + 专业职务：钱教授，钱医生，钱
mìshū ， Qián zǒng ( qián zǒngjīnglǐ ) děng .
秘书，钱总（钱总经理）等。
Rúguǒ duì shuōhuà duìxiàng de zhíwù bù hěn qīngchu ， yě
如果对说话对象的职务不很清楚，也
kěyǐ yòng yǐxià fāngfǎ chēnghu duìfāng :
可以用以下方法称呼对方：
Xìng xìngbié chēngwèi : Sūn xiānsheng ， Sūn tàitai ， Sūn
姓 + 性别称谓：孙先生，孙太太，孙
nǚshì ， Sūn xiǎojie ， děng .
女士，孙小姐，等。
注意：
Zhōngguórén de xìngmíng shùnxù yǔ Xīfāng bù tóng ，
中国人的姓名顺序与西方不同，
Zhōngguórén shì xìng zài qián míng zài hòu . Tōngcháng
中国人是姓在前名在后。通常
míngzi de dì=y~ gè Hànzì shì xìng . Kěshì fānyìchéng
名字的第一个汉字是姓。可是翻译成
Yīngwén de shíhou yòu wǎngwǎng zūnxún Xīfāng xíguàn ， bǎ
英文的时候又往往遵循西方习惯，把
xìng fàng zài míngzi de hòutou . Qi1nmian de lìzi shuō de
姓放在名字的后头。前面的例子说的
“ Wáng Lóng ” jiù chéngle “ ( lóngwáng ) ”.
“ 王龙 ” 就成了“Long Wang（龙王）”
。
10
Suǒyǐ zuì ānquán de bànfǎ shì wèn qīngchu ， lǐmào de

所以最安全的办法是问清楚，礼貌的
wènfǎ yǒu : “ Qǐngwèn ， nín guìxìng ” ? “ qǐngwèn ，
问法有：
“ 请问，您贵姓 ”？“ 请问，
zěnme chēnghu nín ” ?
怎么称呼您”？
Lìngwài “ tóngzhì ” gēn “ xiǎojie ” yě zài mǒuxiē
另外“ 同志 ” 跟 “ 小姐 ” 也在某些
chǎnghé zēngjiāle bù tóng de hányì ， shǐyòng shí y~nggāi
场合增加了不同的含义，使用时应该
jǐnshèn ， kěyǐ yòng “ xiānsheng ” ， “ nǚshì ” lái dàitì .
谨慎，可以用 “ 先生 ”，“女士”来代替。
Sīkǎo tǎolùntí :
思考讨论题：
Nǐ yǒu méiyǒu Zhōngwén míngzi ? Rúguǒ yǒu dehuà ，
1. 你有没有中文名字？如果有的话，
Zhōngwén yìsi shì shénme ?
中文意思是什么？
Rúguǒ shuōhuàrén bǎ Wáng Lóng chēngw9i Wáng
2. 如果说话人把王龙称为王
xiānsheng ， Wáng jīnglǐ ， Wáng tóngzhì ， Lǎo Wáng ， Xiǎo
先生，王经理，王同志，老王，小
Wáng ， Xiǎo Lóng ， Dà Lóng ， Lóng gē ， A Lóng děng ，
王，小龙，大龙，龙哥，阿龙等，
xiǎng yi xiǎng zhèxiē chēnghu fēnbié xiǎnshì shuōhuàrén zhī
想一想这些称呼分别显示说话人之
11
jiān kěnéng shì shénme guānxi ? Huòzhě zhèxiē chēnghu kěnéng

间可能是什么关系？或者这些称呼可能
zài shénme chǎnghé shǐyòng ?
在什么场合使用？
Wén zhōng tídào “ tóngzhì ” gēn “ xiǎojie ” yě zài
3. 文中提到“ 同志” 跟 “小姐”也在
mǒuxiē chǎnghé yǒu bù tóng de hányì . Nǐ zhīdao ma ?
某些场合有不同的含义。你知道吗？
Shāngwù huódong zhōng shénme chǎnghé shǐyòng
4. 商务活动中什么场合使用
“ tàitai ” ， “ fūren ” ， “ nǚshì ” zhè lèi chēnghu ?
“太太”、“夫人”、“女士”这类称呼？
“ Shīfu ” zài zhōngguó shì yí gè shǐyòng fēicháng
5.“师傅”在中国是一个使用非常
pǔbiàn de chēngwèi . Qǐngwèn ， shāngwù huódong zhōng
普遍的称谓。请问，商务活动中
shǐyòng zhège chēngwèi héshì ma ?
使用这个称谓合适吗？
12
cānzhuō lǐyí
餐桌礼仪
Mín yǐ shí wéi tiān ， Zhōngguó de yǐnshí wénhuà yùmǎn
民以食为天，中国的饮食文化誉满
quánqiú . Chīfàn zài Zhōngguó bù jǐnjǐn shì shēngcún de
全球。吃饭在中国不仅仅是生存的
xūyào ， yě shì shèjiāo de zhòngyào fāngshì . Yīncǐ ， qǐngkè
需要，也是社交的重要方式。因此，请客
chīfàn yě chéngle shāngwù huódong zhōng de y! bùfen .
吃饭也成了商务活动中的一部分。
Zhōngguó de cānzhuō lǐyí y~nggāi zhùyì n2xiē fāngmiàn
中国的餐桌礼仪应该注意哪些方面
ne ?
呢？
Shǒushí
守时
Cānjiā yànqǐng yídìng yào shǒushí . Kěyǐ tíqián jǐ
参加宴请一定要守时。可以提前几
fēnzhōng dàodá yànqǐng d#diǎn . Rúguǒ bù néng ànshí dàodá
分钟到达宴请地点。如果不能按时到达
zé yídìng yào jǐnkuài tōngzhī yànqǐng fāng . Rúguǒ shì jiāyàn ，
则一定要尽快通知宴请方。如果是家宴，
shǒushí jiù gèng zhòngyào le . Yīnwèi zhōngcān duōshù shì
守时就更重要了。因为中餐多数是
“ xiàn chī xiàn zuò ” ， dàodá shíjiān tài zǎo ， huò tài chí dōu huì
“ 现吃现做”，到达时间太早，或太迟都会
13
gěi yànqǐngfāng zēngjiā yālì yǔ búbiàn ， yě huì xiǎnde nǐ duì

给宴请方增加压力与不便，也会显得你对
cǐ b% gòu zhòngshì .
此不够重视。
Zuòcì
座次
Yànqǐng pái zuòcì bǐjiào fùzá ， kǎolǜ de yīnsù yǒu
宴请排座次比较复杂，考虑的因素有
hěn duō . Rúguǒ yǒu duō zhāng zhuōzi ， yào fēnqīng nǎ zhāng
很多。如果有多张桌子，要分清哪张
zhuōzi shì zhǔzhuō ， shénme rén zài zhǔzhuō jiùcān . Míngquèle
桌子是主桌，什么人在主桌就餐。明确了
zhuō wèi yǐhòu ， y~nggāi liǎojiě shuí zuò zài shǒuxí ， yě jiùshì
桌位以后，应该了解谁坐在首席，也就是
shuō ， shuí y~nggāi zuò zài zuì zhòngyào de zuòwèi shang .
说，谁应该坐在最重要的座位上。
Tōngcháng shì “ dōngdàozhǔ ” ， yě jiùshì qǐngkèfāng d#wèi zuì
通常是“ 东道主 ”，也就是请客方地位最
gāo de rén zuò shǒuxí ， kèren zhōng d#wèi zuì gāo de rén zài
高的人坐首席，客人中地位最高的人在
shǒuxí de yòubian jiùzuò . Zài méiyǒu zuòw-i míngpái de
首席的右边就坐。在没有座位名牌的
qíngkuàng xià ， zuì jiǎndān de bànfǎ shì tīngcóng
情况下，最简单的办法是听从
“ dōngdàozhǔ ” de ānpái ， huòzhě zhǔdòng fāwèn : “ Qǐngwèn ，
“ 东道主 ”的安排，或者主动发问：
“请问，
14
wǒ y~nggāi zuò nǎr ” ?

我应该坐哪儿”？
Zǒudào zìjǐ de zuòw-i shí ， bù y~nggāi mǎshàng zuòxià ，
走到自己的座位时，不应该马上坐下，
yìng děnghòu dōngdàozhǔ yāoqǐng huò shìyì dàjiā jiùzuò yǐhòu
应等候东道主邀请或示意大家就座以后
zài zuòxià ， huòzhě děng zhǔr9n luòzuò yǐhòu zài zuòxià .
再坐下，或者等主人落座以后再坐下。
Chī gēn hē
吃跟喝
Zhōng cān de yí gè tèdiǎn shì dàjiā gòngtóng pǐncháng
中餐的一个特点是大家共同品尝
duō gè càiyáo ， biān chī biān tán ， rèrèn3onào . Fàndiàn li
多个菜肴，边吃边谈，热热闹闹。饭店里
de cānzhuō tōngcháng shì zhuànpánzhuō . Fúwùyuán shàng cài shí
的餐桌通常是转盘桌。服务员上菜时
huì bǎ cài fàng dào zhuànpán shang ， ránhòu bǎ cài zhu3ndào
会把菜放到转盘上，然后把菜转到
shǒuxí miànqián . Zhǔren zé huì qǐng zhǔbīn xiān pǐncháng :
首席面前。主人则会请主宾先品尝：
“ Qǐng ， nín qǐng ” . Zhǔ bīn kěyǐ shuō : “ Nín xiān qǐng ” .
“ 请，您请 ”。主宾可以说：
“ 您先请 ”。
Dāngrán zhǔ bīn yě kěyǐ bú bì jūn! ， jiā cài bìng shuō :
当然主宾也可以不必拘泥，夹菜并说：
“ Xièxie ” . Yǒushíhou zhǔr9n huì shǐyòng gōngyòng cānjù wèi
“ 谢谢”
。有时候主人会使用公用餐具为
15
zhǔbīn ch9ng cài . Dōngdàozhǔ gēn zhǔbīn “ dòng kuàizi ”

主宾盛菜。东道主跟主宾“ 动筷子 ”
yǐhòu ， zhè dào cài huì yīcì zhu3ndào měi wèi kèren
以后，这道菜会依次转到每位客人
qiánmi3n . Yǒushíhou dōngdàozhǔ wèile tǐxiàn zūnzhòng yǔ
前面。有时候东道主为了体现尊重与
rèqíng ， huì ràng dàjiā xiān dòngshǒu ， zìjǐ zuìhòu “ dòng
热情，会让大家先动手，自己最后“ 动
kuàizi ” .
筷子”。
Chī zhōngcān ， chángcháng shì cháshuǐ guànchuān shǐzhōng .
吃中餐，常常是茶水贯穿始终。
Zhōngguó rén chángcháng huì wèi línzuò de rén tiānchá xùshuǐ ，
中国人常常会为邻座的人添茶续水，
rúguǒ nǐ zuǐ li hái yǒu měiwèi=jiāyáo ， shuō “ xièxie ” bù
如果你嘴里还有美味佳肴，说 “ 谢谢” 不
fāngbiàn ， nǐ bú bì gǎndào gāngà ， yòng shǒuzhǐ qīngqīng qiāo
方便，你不必感到尴尬，用手指轻轻敲
zhuō yǐ shì gǎnxiè .
桌以示感谢。
Wèile biǎoshì huānyíng ， xí jiān zhǔren chángcháng tíyì
为了表示欢迎，席间主人常常提议
jìngjiǔ : bǐrú “ huānyíng dàjiā láifǎng ， zhù wǒmen hézuò
敬酒：比如“ 欢迎大家来访，祝我们合作
yúkuài ， gānbēi ！ ” “ Wèi gè wèi shēntǐ jiànkāng ， gānbēi ！ ”，
愉快，干杯！”“ 为各位身体健康，干杯！”，
děngděng . Kèren yě y~nggāi yǒusuǒ huíyìng . Shìxiān zhǔnbèi
等等。客人也应该有所回应。事先准备
16
yìxiē zhùjiǔcí yídìng kěyǐ pàishàng yòngchǎng .

一些祝酒词一定可以派上用场。
Lìngwài ， zhōngfāng yànqǐng chángcháng huì yǒu hěn duō dào
另外，中方宴请常常会有很多道
cài ， měi dào cài de liàng yě hěn dà . Bǐzhě céng duō cì
菜，每道菜的量也很大。笔者曾多次
pèngdào cài hái méi shàngdào yíbàn wàibīn jiù chībǎole de
碰到菜还没上到一半外宾就吃饱了的
qíngx!ng . Suǒyǐ ， kāishǐ chīfàn de shíhou zuì hǎo xiān kànkan
情形。所以，开始吃饭的时候最好先看看
càidān ， zuòdào xīnzhōng yǒushù . Xìjiáo=mànyān cái néng bǎ
菜单，做到心中有数。细嚼慢咽才能把
Zhōngguó chuántǒng měiwèi jiāyáo dōu pǐncháng dào wèi . Suǒyǐ
中国传统美味佳肴都品尝到位。所以
rénmen cānzhuō shang cháng shuō : “ Mànmàn chī ， hǎo cài hái
人们餐桌上常说：
“ 慢慢吃，好菜还
zài hòutou ne ” ！
在后头呢 ”！
Kěyǐ shuō “ bù ”
可以说 “不”
Yǒu rén shuō zhōngcān càiyáo li ， tiān shang fēi de ，
有人说中餐菜肴里，天上飞的，
dìshang pǎo de ， shuǐ li yóu de wúsuǒbùróng . Zhè huòxǔ yǒu
地上跑的，水里游的无所不容。这或许有
diǎnr kuāzhāng ， dànshì yě shì bùwú dàoli de . Yàoshi
点儿夸张，但是也是不无道理的。要是
17
cānzhuō shang yǒu nǐ bù xǐhuan chī de cài ， bù xǐhuan hē de

餐桌上有你不喜欢吃的菜，不喜欢喝的
yǐnliào ， kěyǐ zhíjiē de gàosu zhōngfāng rénshì : “ Duìbuqǐ ，
饮料，可以直接地告诉中方人士：
“对不起，
yīnwèi shēntǐ yuányīn ， wǒ bù néng hējiǔ ” ; “ Duìbuqǐ ， wǒ
因为身体原因，我不能喝酒”；
“对不起，我
bù chī ròu ” ; “ Duìbuqǐ ， wǒ duì hǎixiān guòmǐn ” . Tāmen
不吃肉 ”；
“ 对不起，我对海鲜过敏 ”
。他们
yídìng huì biǎoshì zūnzhòng hé lǐjiě ， b% huì qi2ngqiú .
一定会表示尊重和理解，不会强求。
注意：
Bù néng bǎ kuàizi shù chā zài wǎn huò pánzi zhōng ,
不能把筷子竖插在碗或盘子中、
shípǐn shang ， zhè shì fēicháng bù lǐmào de xíngwéi .
食品上，这是非常不礼貌的行为。
Yàoshi nǐ de pánzi zhōng de cài chī bù wán ， huòzhě
要是你的盘子中的菜吃不完，或者
b% tài xǐhuan chī ， nǐ bú bì miǎnqiǎng . Pánzi zhōng
不太喜欢吃，你不必勉强。盘子中
shèng xiē fàncài b% suàn shì “ shīlǐ ” .
剩些饭菜不算是“失礼”。
Gānbēi pèngbēi shí ， zhōngguórén chángcháng huì bǎ zìjǐ
干杯碰杯时，中国人常常会把自己
de bēi kǒu lüè dī yú duìfāng de bēi kǒu yǐ shì zūnzhòng .
的杯口略低于对方的杯口以示尊重。
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思考讨论题：
Yàoshi nǐ b% huì yòng kuàizi ， nǐ gāi zěnme
1. 要是你不会用筷子，你该怎么
bàn ?
办？
Yàoshi nǐ chī sù ， nǐ gāi zěnme bàn ?
2. 要是你吃素，你该怎么办？
Nǐ pèngdào guo yànxí zhōng yǒu nǐ bù xǐhuan chī
3. 你碰到过宴席中有你不喜欢吃
de cài ma ? Nǐ shì rúhé chǔlǐ de ?
的菜吗？你是如何处理的？
Zài fēizhèngshì de yànqǐng zhōng ， kěnéng huì yǒu
4. 在非正式的宴请中，可能会有
zhōngfāng rénshì biān chī biān xīyān . Pèngdào zhè zhǒng
中方人士边吃边吸烟。碰到这种
qíngx!ng nǐ gāi zěnme bàn ?
情形你该怎么办？
Zài shāngwù yànqǐng zhōng ， gēn zhōngfāng tán
5. 在商务宴请中，跟中方谈
xiàmi3n nǎ fāngmiàn de wèntí bǐjiào héshì ? Wèishénme ?
下面哪方面的问题比较合适？为什么？
tiānqì zhèngzhì
天气政治
yèyú àihào zhōngcān
业余爱好中餐
19
zōngjiào jiātíng
宗教家庭
xué Hànyǔ shuāngfāng hézuò wèntí
学汉语双方合作问题
shōurù
收入
20
Kuìzèng lǐyí
馈赠礼仪
Zài lǐ de nèihán zhōng chúle yǒu shàngmi3n tándào de
在礼的内涵中除了有上面谈到的
biǎoshì zūnjìng de tàid& , yǔyán , dòngzuò děng fāngshì wài ，
表示尊敬的态度、语言、动作等方式外，
hái yǒu kuìzèng lǐwù . Zhè yě shì rén yǔ rén zhī jiān ， gōngsī
还有馈赠礼物。这也是人与人之间，公司
yǔ gōngsī zhī jiān yǒu lǐ de yì zhǒng biǎoxiàn xíngshì . Jiù shì
与公司之间有礼的一种表现形式。就是
suǒwèi de “ yǐ wù biǎo qíng ， lǐ zài yú wù ” . Tōngguò
所谓的“ 以物表情，礼载于物 ”。通过
jiāohuàn lǐpǐn ， kěyǐ liánluò gǎnqíng , zēngjìn liǎojiě , jiāshēn
交换礼品，可以联络感情、增进了解、加深
yǒuyì ， cóng'ér yǒuzhùyú shāngwù huód7ng shùnlì de kāizhǎn .
友谊，从而有助于商务活动顺利地开展。
Nàme zài shāngwù huód7ng zhōng kuìzèng lǐpǐn y~nggāi zhùyì
那么在商务活动中馈赠礼品应该注意
shénme wèntí ne ?
什么问题呢？
Lǐpǐn de xuǎnzé
礼品的选择
Shāngwù huódong de lǐpǐn xuǎnzé y~ng gèng zhòngshì
商务活动的礼品选择应更重视
lǐpǐn de yìyì ér b% shì lǐpǐn de huòbì jiàzhí . Kuìzèng
礼品的意义而不是礼品的货币价值。馈赠
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hěn ángguì de lǐpǐn ， róngyì yǐnqǐ wùjiě huò wùhuì .

很昂贵的礼品，容易引起误解或误会。
Xuǎnzé lǐpǐn kěyǐ kǎolǜ yìxiē yǔ gōngsī jí yèwù
选择礼品可以考虑一些与公司及业务
yǒuguān de lǐpǐn . Bǐrú : gōngsī suǒzàid# de gōngyì
有关的礼品。比如：公司所在地的工艺
měishùpǐn ， dàiyǒu gōngsī biāozhì de bàngōng yòngpǐn huò xiǎo
美术品，带有公司标志的办公用品或小
shìpǐn děng . Lǐpǐn yào zuògōng jīngliáng ， lǐpǐn de
饰品等。礼品要做工精良，礼品的
bāozhuāng yào měiguān dàfang .
包装要美观大方。
Lìngwài hái yǒu yì diǎn xūyào zhùyì : mǎi lǐpǐn shí
另外还有一点需要注意：买礼品时
y~ngdāng kàn yi kàn lǐpǐn de chǎnd# . Yǒu wèi Zhōngguó
应当看一看礼品的产地。有位中国
péngyou zài mǒu Xīfāng guójiā fǎngwèn jiéshù qián ， mǎile hěn
朋友在某西方国家访问结束前，买了很
duō “ Ruìshì jūndāo ” zuòwéi huíguó sòng péngyou de lǐpǐn .
多 “ 瑞士军刀” 作为回国送朋友的礼品。
Kěshì dāng tā huídào fàndiàn hòu ， zǐxì y! kàn ， cái fāxiàn
可是当他回到饭店后，仔细一看，才发现
zhèxiē “ Ruìshì jūndāo ” dōu shì “ Zhōngguó zhìzào
这些“ 瑞士军刀 ” 都是“ 中国制造 ——
Made-in-China.”
22
Zènglǐ chǎnghé
赠礼场合
Zèngsòng lǐpǐn de shíjiān gēn chǎnghé kěyǐ gēnjù jùtǐ
赠送礼品的时间跟场合可以根据具体
qíngkuàng ér dìng . Rúguǒ shāngwù fǎngwèn lìshí duō rì ，
情况而定。如果商务访问历时多日，
kěyǐ zài shāngwù fǎngwèn xíngchéng jiéshù shí zèngsòng .
可以在商务访问行程结束时赠送。
Rúguǒ zh@ shì duǎnqī huìtán ， yě kěyǐ zài huìtán kāishǐ
如果只是短期会谈，也可以在会谈开始
hùxiāng wènhòu de shíhou zèngsòng . Shāngwù huód7ng wǎngwǎng
互相问候的时候赠送。商务活动往往
yǒu dáxiè yànhuì ， yànhuì kuài jiéshù shí ， yě shì zèngsòng
有答谢宴会，宴会快结束时，也是赠送
lǐpǐn de hǎo shíjī .
礼品的好时机。
Zèngsòng duìxiàng
赠送对象
Rúguǒ shāngwù huód7ng shèjí jiào duō chéngyuán shí ，
如果商务活动涉及较多成员时，
kěyǐ zh@ gěi zhōngfāng zuì zhòngyào de chéngyuán zèngsòng
可以只给中方最重要的成员赠送
lǐpǐn . Yě kěyǐ bǎ bǐjiào gāo jí de lǐpǐn sòng gěi zhíwèi
礼品。也可以把比较高级的礼品送给职位
zuì gāo de rén ， sònggěi qítā rényuán qítā de lǐpǐn .
最高的人，送给其他人员其他的礼品。
23
Dànshì y~nggāi bìmiǎn pǔtōng huìtán rényuán zhōng mǒuxiē rén yǒu
但是应该避免普通会谈人员中某些人有
lǐpǐn ， mǒuxiē rén méiyǒu lǐpǐn ， huòzhě mǒuxiē rén de lǐpǐn
礼品，某些人没有礼品，或者某些人的礼品
jiào guìzhòng ， mǒuxiē rén lǐpǐn jiào yìbān de júmiàn . Zài mǒu
较贵重，某些人礼品较一般的局面。在某
cì shāngwù huód7ng zhōng ， yóuyú wàibīn suǒ dài lǐpǐn zhī ch3
次商务活动中，由于外宾所带礼品只差
y! fèn ， jiéguǒ dàjiā hùxiāng tuīràng hǎo bù rènao . Dāngshí
一份，结果大家互相推让好不热闹。当时
zàichǎng de y! wèi wéiyī de nǚxìng shuō : “ Hǎo le ， nánshì
在场的一位唯一的女性说：
“ 好了，男士
yōuxiān ba ” . Kěshì yì wèi wàibīn língjīyídòng ， mǎshàng dào
优先吧”。可是一位外宾灵机一动，马上到
fàndiàn shāngchǎng mǎile y! shù cànlàn de xiānhuā sònggěi zhè
饭店商场买了一束灿烂的鲜花送给这
wèi nǚshì ， gāngà de júmiàn dùnshí biàn de qīngsōng yúkuài ，
位女士，尴尬的局面顿时变得轻松愉快，
huàjiěle wèntí ， suǒyǐ zuì hǎo shìxiān yǒu zhǔnbèi ， bìmiǎn
化解了问题，所以最好事先有准备，避免
lèisì wèntí chūxiàn .
类似问题出现。
24
注意：
Yǒuxiē wùpǐn shì jìhu# zuòwéi lǐpǐn xiāng sòng de ，

有些物品是忌讳作为礼品相送的，
bǐrú : zhōng , wūguī , lǜsè de màozi , xiézi děng .
比如：钟、乌龟、绿色的帽子、鞋子等。
Lǐpǐn bāozhuāngzhǐ de yánsè yě hěn zhòngyào .
礼品包装纸的颜色也很重要。
Bìmiǎn yòng dāny~ de báisè bāozhuāngzhǐ ， yínbáisè yě
避免用单一的白色包装纸，银白色也
bù tuǒ ， dāny~ de hēisè bāozhuāng yě bù tuījiàn . Jiànyì
不妥，单一的黑色包装也不推荐。建议
shǐyòng nuǎnsèdiào de . Yìbān láishuō duō sècǎi de
使用暖色调的。一般来说多色彩的
bāozhuāng shì zuì “ ānquán ” de .
包装是最“ 安全”的。
Zhōngguórén zài jiēshòu lǐpǐn shí tōngcháng zh@ shì
中国人在接受礼品时通常只是
biǎoshì gǎnxiè ， dànshì bù yídìng dāngchǎng dǎkāi .
表示感谢，但是不一定当场打开。
Zèngsòng lǐpǐn huò jiēshòu lǐpǐn shí dōu y~nggāi yòng
赠送礼品或接受礼品时都应该用
shuāng shǒu .
双手。
25
思考讨论题：
Rúguǒ nǐ dàibiǎo gōngsī qù zhōngguó tánpàn ， nǐ
1. 如果你代表公司去中国谈判，你
dǎsuan dài shénme lǐpǐn ?
打算带什么礼品？
Xiàmian lièchū de wùpǐn nǎxiē bù yí zuòwéi lǐpǐn
2. 下面列出的物品哪些不宜作为礼品
sònggěi zhōngfāng rénshì ?
送给中方人士？
xiāngyān qiǎokèlì
香烟巧克力
yǒu gōngsī biāozhì de bǐ Zhōngguó sīchóu lǐngdài
有公司标志的笔中国丝绸领带
xiǎo wūguī shìwù běnguó yóupiào
小乌龟饰物本国邮票
běnguó yìngbì gāojí shǒubiǎo
本国硬币高级手表
xiǎo gāogēnxié shìwù wūlóngchá
小高跟鞋饰物乌龙茶
xiāngshuǐ běn guó gōngyìpǐn
香水本国工艺品
Nǐ zhīdao wèishénme zhōng , wūguī , lǜsè de
3. 你知道为什么钟、乌龟、绿色的
màozi , xiézi děng wùpǐn bù néng zuòwéi lǐpǐn xiāngsòng
帽子、鞋子等物品不能作为礼品相送
ma ?
吗？
26
Yínglái=sòngwǎng
迎来送往
Yínglái=sòngwǎng shì shāngwù huód7ng zhōng bùkě hūshì
迎来送往是商务活动中不可忽视
de huánjié . Yíngsòng de guīgé yǒu gāo yǒu dī ， yǒu fán yǒu
的环节。迎送的规格有高有低，有繁有
jiǎn ， rúguǒ kǎolǜ bù zhōu ， huì ràng zhōngfāng gǎndào
简，如果考虑不周，会让中方感到
“ shīlǐ ” .
“失礼”。
Yíng kè
迎客
Huānyíng láifǎng guīgé jiào gāo de zhōngfāng dàibiǎotuán ，
欢迎来访规格较高的中方代表团，
gōngsī zuì hǎo pài héshì de rén qiánwǎng jiējī . Zhè bùjǐn
公司最好派合适的人前往接机。这不仅
shì lǐjié lǐmào ， yě yǒu shíjì yìyì ， bǐrú : zàicì
是礼节礼貌，也有实际意义，比如：再次
quèrèn fǎngwèn rìchéng ānpái , xúnwèn zhōngfāng shìfǒu hái yǒu
确认访问日程安排、询问中方是否还有
shénme jùtǐ biànhuà , míngquè jǐnjí qíngkuàng liánxì
什么具体变化、明确紧急情况联系
fāngshì ， děngděng . Rúguǒ zhōngfāng dàibiǎotuán dǐdá shíjiān
方式，等等。如果中方代表团抵达时间
bù fāngbiàn ， yě y~ng ānpái yì míng gōngsī yuángōng ， huòzhě
不方便，也应安排一名公司员工，或者
27
jiāodài jiējī de sījī zài hǎiguān chūkǒu jǔ pái yíngjiē ，

交待接机的司机在海关出口举牌迎接，
páizi shang de biāozhì yào qīngchu xǐngmù .
牌子上的标志要清楚醒目。
Jiēsòng kèren yídìng yào ānpái tuǒshàn ， bùrán huì
接送客人一定要安排妥善，不然会
zàochéng fēicháng búlì de yǐngxiǎng . Mǒu gōngsī chūguó
造成非常不利的影响。某公司出国
fǎngwèn ， dǐdá dāngd# shíjiān shì língchén yì diǎn zuǒyòu ，
访问，抵达当地时间是凌晨一点左右，
wàifāng zh@ línshí gùyòngle y! liàng jiàochē lái jīchǎng jiējī .
外方只临时雇用了一辆轿车来机场接机。
Ér sījī bìngfēi gōngsī yuángōng ， bìng bù zhī qíng ， jǐnjǐn
而司机并非公司员工，并不知情，仅仅
zài chē shang děnghòu . Zhèyàng zhōngfāng dàibiǎo zài jīchǎng
在车上等候。这样中方代表在机场
zhìliúle hěn cháng y! duàn shíjiān ， jǐjīng zhōuzhé cái
滞留了很长一段时间，几经周折才
zhǎodào zhè liàng chē ， dāngshí jǔsàng de xīnqíng
找到这辆车，当时沮丧的心情
kěxiǎng'érzhī .
可想而知。
Sòngkè
送客
Huānsòng láifǎng de dàibiǎotuán yě fēicháng zhòngyào .
欢送来访的代表团也非常重要。
28
Huānsòng de guīgé , xíngshì kě gēnjù shíjì qíngkuàng yǒusuǒ

欢送的规格、形式可根据实际情况有所
bù tóng ， kěshì zhège huánjié bù néng hūshì . Sòngkè de
不同，可是这个环节不能忽视。送客的
fāngshì kěyǐ shì huānsòng yànhuì ， yě kěyǐ dào duìfāng
方式可以是欢送宴会，也可以到对方
dàibiǎotuán de zhùch& huàbié ， huòzhě dào jīchǎng sòngkè .
代表团的住处话别，或者到机场送客。
Shāngwù huód7ng zhōng shuāngfāng de gōutōng dàbùfen shì
商务活动中双方的沟通大部分是
tōngguò fānyì lái jìnxíng de . Xuǎnzé yǒu jīngyàn de ， yǔyán
通过翻译来进行的。选择有经验的，语言
shuǐpíng hǎo de fānyì duìyú quèbǎo huìtán chénggōng fēicháng
水平好的翻译对于确保会谈成功非常
zhòngyào . Bùrán huìtán de xiàolǜ huì hěn dī ， hěn duō xìnxī
重要。不然会谈的效率会很低，很多信息
huì zài fānyì guòchéng zhōng dàliàng diūshī ， shènzhì zàochéng
会在翻译过程中大量丢失，甚至造成
bú bìyào de qūjiě , wùjiě ， yǐngxiǎng shāngwù tánpàn de
不必要的曲解、误解，影响商务谈判的
zhìliàng .
质量。
Pǔtōng shāngwù huód7ng zhōng ， chángcháng kào zhōngfāng
普通商务活动中，常常靠中方
de fānyì jìnxíng gōutōng gōngzuò . Rúguǒ dàibiǎotuán jíbié
的翻译进行沟通工作。如果代表团级别
gāo ， rénshù duō ， bù néng zh@ kào zhōngfāng fānyì ， wàifāng
高，人数多，不能只靠中方翻译，外方
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yě y~nggāi pèiyǒu zìjǐ de fānyì . Rúguǒ huìtán nèiróng shèjí

也应该配有自己的翻译。如果会谈内容涉及
gāo kējì ， huòzhě zhuānyèhuà hěn qiáng ， y~nggāi shìqián ràng
高科技，或者专业化很强，应该事前让
fānyì li2ojiě nèiróng ， zuòhǎo zhǔnbèi .
翻译了解内容，做好准备。
Shàngshù tánjí de cānzhuō lǐyí , kuìzèng lǐyí ,
上述谈及的餐桌礼仪、馈赠礼仪、
yínglái=sòngwǎng děng lǐyí xíngwéi shì rénmen rìcháng shēnghuó
迎来送往等礼仪行为是人们日常生活
shíjiàn zhōng jiǔ'érjiǔzhī , rìjī=yuèlěi zhúbù xíngchéng de .
实践中久而久之、日积月累逐步形成的。
Rénmen dōu yǒu zhè fāngmiàn de gòngshí ， kěshì zhè yě bú shì
人们都有这方面的共识，可是这也不是
yìchéng=búbiàn de . Suízhe Zhōngguó gēn shìjiè gèguó màoyì
一成不变的。随着中国跟世界各国贸易
wǎnglái guīmó de kuòdà yǔ jiāshēn ， Zhōngguórén búduàn xuéxí
往来规模的扩大与加深，中国人不断学习
liǎojiě qítā guójiā de shāngwù lǐyí guīfàn ， zhōngfāng de
了解其他国家的商务礼仪规范，中方的
chuántǒng lǐyí guīfàn yě huì yǒu suǒ biànhuà ， lìrú :
传统礼仪规范也会有所变化，例如：
jiànmiàn yōngbào yǐj~ng bù w9i xi2njiàn le . Yòng xiànzài liúxíng
见面拥抱已经不为鲜见了。用现在流行
de huà láishuō shì “ yǔshí=jùjìn ”.
的话来说是“与时俱进”。
Lǐyí de mùdì shì wèile yǐ qiàdàng de fāngshì biǎoshì
礼仪的目的是为了以恰当的方式表示
30
duì jiāowǎng duìxiàng de zūnzhòng ， yǐ yíngzào liánghǎo de

对交往对象的尊重，以营造良好的
qìfēn ， jiànlì yǒuyì hùxìn ， zhè diǎn shì gòngtōng de .
气氛，建立友谊互信，这点是共通的。
Yīncǐ duìyú Zhōngguó shāngwù wénhuà lǐyí de xuéxí ，
因此对于中国商务文化礼仪的学习，
lǐjiě jí shíjiàn bìngfēi shì nányǐ yúyuè de hónggōu . Zhǐyào
理解及实践并非是难以逾越的鸿沟。只要
běnzhe “ zūnjìng w9i běn ， rùxiāng=suísú ” de yuánzé jiù huì zài
本着“尊敬为本，入乡随俗”的原则就会在
xuéxí zhōng dédào lǐjiě ， zài shíjiàn zhōng xíngchéng xíguàn ，
学习中得到理解，在实践中形成习惯，
xíguànle jiù huì zìrán róngrù ， b% shòu jūn! ， jiù huì
习惯了就会自然融入，不受拘泥，就会
jǔzhǐ détǐ ， bù chū “ yángxiàng ” ！
举止得体，不出 “ 洋相 ”！
思考讨论题：
Zhōngguó dàibiǎotuán chūguó dào guì gōngsī jìnxíng
1. 中国代表团出国到贵公司进行
shāngwù tánpàn ， rúguǒ guì gōngsī wúfǎ pài rén jiējī ，
商务谈判，如果贵公司无法派人接机，
nǐ shì qián y~nggāi zuò shénme zhǔnbèi gōngzuò ? Bǐrú :
你事前应该做什么准备工作？比如：
míngquè shuāngfāng liánxìrén diànhuà , tígōng dāngd#
明确双方联系人电话、提供当地
31
jiāotōngtú , wèi dàibiǎotuán liánxì bìng yùdìng bīnguǎn , wèi

交通图、为代表团联系并预定宾馆、为
dàibiǎotuán liánxì bìng yùdìng chēliàng ， děngděng . Shāngwù
代表团联系并预定车辆，等等。商务
tánpàn zhōng nǐ juéde y! wèi hǎo fānyì tǐxiàn zài nǎxiē
谈判中你觉得一位好翻译体现在哪些
fāngmiàn ?
方面？
Rúguǒ guì gōngsī xiǎng kāizhǎn duì huá yèwù ，
2. 如果贵公司想开展对华业务，
gōngsī xiāngguān rényuán shìfǒu y~nggāi jiēshòu Hànyǔ
公司相关人员是否应该接受汉语
péixùn ?
培训？
Xuéxí Hànyǔ chúle fāngbiàn jiāoliú yǐwài , hái yǒu
3. 学习汉语除了方便交流以外，还有
biéde zuòyòng me ?
别的作用么？
Jiéhé nǐ de gèrén jīnglì ， tántán nǐ duì
4. 结合你的个人经历，谈谈你对
“ rùxiāng=suísú ” de lǐjiě .
“入乡随俗”的理解。
32
China is a country with more than 5000 years of

civilisation. It is known as “a country with an ancient
civilisation and a land of courtesy and propriety”. Chinese
culture is very much focused on etiquette. This etiquette-
based culture is rich in detail and possesses a long history.
So what is etiquette-based culture? Etiquette-based culture
can be interpreted as a culture based on respect, in which
social activities are practised in accordance with universally
accepted customs and conventions. To be specific, people
need to respect each other and always stand in the shoes of
others. As an old saying goes: “Respect a man and he will
do the more.” Chinese people tend to build trust, develop
friendly ties, and make profit for both sides, all on the basis
of mutual respect.
Etiquette is everywhere in our daily lives; from
diplomatic courtesy between different countries to dinner
table manners at a family gathering. If lacking in proper
manners, a country may be criticised as “being rude”, and
33
an individual may be regarded as making others “lose

face” or “not giving face”. Without courtesy or face, there
is no foundation for building good relationships, let alone
business cooperation. Today, as China becomes one of the
world’s largest economic powers, there are increasingly more
business transactions between China and other countries
around the world, and these transactions are getting larger in
size. Undoubtedly, it is of necessity to know something about
Chinese business etiquette. Hence, this paper will introduce
some basic rules and features in doing business in China by
focusing on business etiquette.
Meetings
“It is a great pleasure to have a friend coming from

afar”. When you first meet someone, you will leave a good
impression if you show respect to their local customs and
act with sincerity. This will lay a solid foundation for future
business cooperation. Below are some basic courtesies for a
business meeting.
Introduction
During a business meeting, it is normally the project
34
contact person who will first introduce two parties to each

other. In general, they will introduce the leader of the guest
team to the counterpart of the host team. After that, the two
leaders will introduce their team members in a hierarchical
manner from senior to junior, or introduce them one by one if
they have already been seated.
Apart from the name of each person, their title should
also be given for the sake of future business relations.
For instance, you may say: he is the sales manager of our
company; she is responsible for market development in
Asia/Pacific; and this is the director of the Product R&D
Department, etc.
If you want to get to know someone in a business
meeting and no one is there to introduce you, you may choose
the proper time to step forward to introduce yourself, “Hi, my
name is …”
Handshaking
Handshaking is often used when meeting someone or
bidding farewell. It is also very common when you introduce
yourself. In China, people often shake hands when saying
hello to each other: “Nihao, Nihao! (Hi, how are you?)” The
answer can be the same “Nihao, Nihao”, not necessarily “It’s
35
a pleasure to meet you”.

A Chinese handshake should be neither too light to make
the other party feel ignored or belittled, nor should it be too
tight to cause any discomfort. The handshake will usually
last for around two seconds. In general, it is the senior party
that will motion for a handshake first. In other words, the
senior manager, the eldest person or the host will offer their
hand first to the junior staff member, the youngest person or
the guest. It is also acceptable if both parties reach out their
hands at the same time.
If two people have already been seated or are too far to
shake hands, they can resort to other means to express their
politeness, such as: nodding, waving or bending the body
while greeting each other with a friendly “Nihao”.
Notes：
• Do not cross shake hands or shake hands while sitting

down;
• Do not wear gloves when shaking hands;
• Do not use two hands when shaking hands with
someone you meet for the first time;
• Chinese people do not hug each other when meeting
for the first time.
36
Business cards
Business cards are often exchanged after initial
introductions. Cards should be held with both hands
when exchanging to show respect. It is best to have your
card printed in Chinese on the reverse and always offer it
Chinese-side up. The company name and your position in
the company should be accurately translated into Chinese. If
there are not enough business cards for everyone you should
apologise for the inconvenience.
Business cards should be simple in design and must have
all relevant contact information. You should check if there
is any need for email address to be written in lower case or
upper case, and make sure the country code and area code are
added before your telephone number.
Notes：
• It is better if a Chinese name, if there is one, complies

with traditional Chinese habits. I have met some
foreigners whose Chinese names are “Apple”, “Wang
Tofu”, or “Wu Liang Ye (name of a liquor)”, etc, which
may sound interesting but is not necessarily suitable
37
for formal business occasions.

• The full-time position on the name card should be
prominent; too many part-time positions are improper.
Designation
• The designation that we mention here refers to how
to address people. How to properly address Chinese people
is not an easy thing for foreigners. If a person’s name is
Wang Long, he may be called: Mr. Wang, Manager Wang,
Comrade Wang, Lao Wang, Xiao Wang, Xiao Long, Da
Long, Long Ge, Ar Long, etc. On business occasions, respect
and politeness are very important, and choosing the correct
and appropriate designation is, therefore, also very important.
Designations for first-time meetings are as follows:
• Surname + job position: Manager Zhao, President
Zhao, Director Zhao, Head Zhao, etc.
• Surname + professional job position: Professor
Qian, Doctor Qian, Secretary Qian, President Qian (General
Manager Qian), etc.
If you are not clear about the job position of the person
with whom you are speaking, you can address them in the
following way:
• Surname + gender designation: Mr. Sun, Mrs. Sun,
38
Ms. Sun, Miss. Sun, etc.
Notes：
• The order of Chinese names is different from that of

Western names. In a Chinese name, the surname is
followed by the given name. Generally speaking, the
first Chinese character of the name is the surname,
which is put behind the given name when translated
into English in accordance with Western customs.
“Wang Long” mentioned above then becomes “Long
Wang”. Therefore, the safest way is to ask clearly,
“What is your surname, please?” or “How should I
address you, please?”
• I n a d d i t i o n , t h e r e a r e n e g a t i v e c o n n o t a t i o n s
surrounding “Comrade” and “Miss.” on some
occasions. One should be cautious in using them and
may replace them with “Sir.” or “Madam.”
Questions for discussion

1. Do you have a Chinese name? If you have one, what
does it mean in Chinese?
2. If the speaker calls Wang Long: Mr. Wang, Manager
39
Wang, Comrade Wang, Lao Wang, Xiao Wang, Xiao

Long, Da Long, Brother Long, A Long, etc, what is the
relationship between them? Or on what occasions may
these designations be used?
3. It is mentioned that “Comrade” and “Miss.” have many
connotations. Are you clear on what these are?
4. On what business occasions are “Madam” and “Mrs.”
used?
5. “ Master” is a very common designation in China
nowadays. Is it appropriate to use it on business
occasions?
Dinner table etiquette
Food is a paramount necessity of people. China’s food

culture is known worldwide. Having dinner is not only for
sustenance, but also an important way for socializing in
China. Therefore, having dinner together has become a major
business activity. As for dinner table etiquette in China, what
are the most important aspects?
Punctuality
Punctuality is a must for attending a dinner party. You
40
can arrive a few minutes early. If you cannot arrive on time,

you must let the host know as early as possible. Punctuality
is more important for a home banquet. As Chinese dinner is
time-conscious, an early or late arrival would inconvenience
the host and indicate your indifference.
Seating
Seating is quite complicated when holding a banquet as
there are many factors that should be considered. If there are
many tables, you should make clear which one is the head
table and who will be seated there. After that, you should
know who to seat at the head seat – the most important seat.
The host, that is, the person with the highest status from the
inviting party, will be seated at the head seat. The person
with the highest status among the guests will be seated on the
right of the head. If there is no seating signs, you can simply
follow the arrangement of the host or ask him, “Where should
I take my seat, please?”
When everyone is in their place, they should not sit
down until the host signals them to or after the host has taken
their seat.
41
Eating and drinking

One characteristic of Chinese dinners is that people chat
while sharing the dishes. Dinner tables in restaurants or hotels
are usually rotary tables. The waiter will put the dish on the
rotary and then turn the rotary to the head seat. The host will
ask the guest to taste it first, saying, “Please enjoy it!” The
most important guest may say, “You first!” Sometimes the
host will use the public tableware to give food to that guest.
After the host and the most important guest use begin to
eat, the dish can be turned before each guest. At other times
the host will ask the guests to taste the dish first to show his
respect.
Tea is served throughout the whole process at a Chinese
dinner. In China, people will often give the person sitting next
to them a refill of tea or water. If you have something in your
month and cannot say “thank you”, you do not have to feel
embarrassed. Instead, you can tap on the table gently with
your fingers to show gratitude.
To welcome the guests, the host will propose a toast
such as “Welcome and I wish us pleasant cooperation.
Bottoms up!” or “To your health, bottoms up!” etc. The
guests should give an appropriate response. Preparing a toast
42
in advance can come in handy on such occasions.

In addition, a lot of dishes are served in a Chinese
banquet, with each dish having a large amount of food. I
have repeatedly seen foreigners become full before half of
the dishes are served. Therefore, you should look at the menu
first to understand the portions before starting to eat. Only
by slowly eating can you enjoy traditional Chinese delicacies
to the fullest. So at the table people often say, “Eat slowly as
good food is yet to come”!
You can say “No”

Some people say that Chinese dishes may include birds,
beasts and fish, which may be a bit of an exaggeration, but
fairly reasonable. If there are dishes and drinks that you
dislike on the table, you can tell Chinese people directly, “I
am sorry that I cannot drink alcohol because of my health”;
“I am sorry, but I do not eat meat”, “I am sorry, I am allergic
to seafood”. They will show respect and understanding and
make corresponding adjustments.
43
Notes：
• Do not vertically insert chopsticks into food because it

is very impolite.
• You do not have to force yourself if you cannot eat all
of the food or do not like the food. Leftovers do not
signify impoliteness.
• Chinese people often hold the glass lower than that of
others to show respect when proposing a toast.

1. What should you do if you do not know how to use
chopsticks?
2. What should you do if you are a vegetarian?
3. Have there been any dishes that you do not like at a
banquet? What did you do about it?
4. At informal banquets, you might see some Chinese
people smoking while eating. What would you do about
it?
5. At business banquets, what topics are suitable for you
to talk about with Chinese people? Why?
• Weather
• Politics
44
• Hobbies
• Chinese food
• Religion
• Family
• Learning Chinese
• Future cooperation
• Income
Gift giving etiquette
Besides attitude, language and behaviour that shows

respect, there is gift giving, which expresses politeness
between people and companies. Through exchanging
gifts, people come to know each other and strengthen
understanding and friendship, which will help to carry out
business activities more smoothly. Then what should be paid
attention to when giving gifts in a business setting?
Choosing gifts
The meaning of the gift rather than the monetary value of
the gift should be paid more attention to in business settings.
Expensive gifts are liable to cause misunderstandings. Gifts
related to the company and business may be considered, such
45
as arts and crafts from where the company is located, office

supplies and ornaments with the company logo. The gift
should be well-made and the packaging should be nice.
Another point you should pay attention to is the origin
of the gift. A Chinese friend bought many Swiss military
knives as gifts to give to his Chinese friends after visiting a
Western country. But when he returned to his hotel, he looked
carefully and found that all of those knives were made in
China!
Gift giving occasions

The time and occasion for giving gifts can be determined
according to the actual conditions. If the business visit lasts
many days, the gifts can be given after the business visit
is over. During a short-term visit, the gifts can be given
when the talks begin. Business activities generally include a
reciprocal banquet; it is also a good time to give gifts when
the banquet comes to an end.
Receiving gifts
If there are many people involved in the business
activity, gifts can be given to VIPs only. You can also give
46
expensive gifts to those with the highest rank and less

expensive gifts to the other people involved. However, you
should avoid giving only some people gifts and leaving others
out. Once, I encountered a situation where the Chinese people
refused to accept gifts from the foreign clients as they did not
have enough gifts or all. One of the female guests simply said
“Well, it doesn’t matter, gentlemen first.” But luckily one of
the foreigners had a bright idea and bought her a bouquet of
flowers, quickly smoothing over the situation and allowing
normal gift giving to continue. Anyway, it would be better
if you prepare well in advance to prevent a similar situation
from occurring.
Notes：
• Some articles cannot be given as gift, such as clocks,

tortoises, green hats and shoes.
• The colour of the wrapping paper of the gift is also
very important. White and silver wrapping paper
should be avoided. Black wrapping paper is also not
recommended. Use warm colours. Generally speaking,
multiple colours are the “safest”.
• Chinese people only express thanks and do not
necessarily open a gift when receiving it.
47
• Both hands should be used when giving or receiving a

gift.

1. What would you take as a gift if you go to China for a
negotiation on behalf of your company?
2. Which of the following articles are not suitable as gifts
for Chinese people?
• Cigarettes
• Chocolate
• Pens with the company logo
• Chinese silk ties
• Little turtle ornaments
• Home-country stamps
• Home-country coins
• Luxury watches
• Small high heel shoe ornaments
• Oolong Tea
• Perfume
• Home-country arts and crafts
3. Discuss why clocks, tortoises, green hats and shoes
cannot be given as gift.
48
Reception
Reception is an important part of Chinese business

culture. Thoughtless consideration may make the Chinese
side feel as if they are being treated impolitely.
Greeting guests
When receiving high-level Chinese delegations, the
company should dispatch suitable personnel to pick them
up at the airport, which is not only polite, but also has
practical meaning, such as reconfirming the schedule,
asking the Chinese side what specific changes have been
made, finalising contact for emergencies, etc. If the Chinese
delegation will arrive at an inconvenient time, the company
should arrange an employee or tell the pick-up driver to
hold a clear sign at the exit of Customs to meet the Chinese
delegation.
Accommodations must be arranged properly, otherwise it
may cause negative repercussions. For example, a delegation
once went abroad for a visit. Their arrival time was 1:00 am
and the foreign side hired a car to pick them up at the airport.
But the driver was not from the company and waited in the
49
car as he did not know the specific situation. As a result,

they stayed in the airport for a long time before they finally
found the car. They were depressed and their first impression
on their customer was negative. The follow-up meeting was
naturally not smooth.
Sending guests off

Sending the visiting delegation off is also very
important. The level and form can be different according to
the actual conditions. But this part cannot be ignored. The
form can be a send-off banquet or saying goodbye at the
place of the delegation or at the airport.
Communication in business activities is mostly carried
out through translators. Choosing experienced and proficient
translators is very important to ensuring the success of the
negotiation. Otherwise the efficiency will be very low and a
lot of information will be missed in the process of translation,
and even unnecessary misinterpretation will result.
On normal business occasions, people usually rely on
interpreters from the Chinese side to communicate. In the
case of a senior delegation with a large number of delegates,
the foreign side should have their own interpreters. If
the negotiation involves high technology or specialized
50
knowledge, the interpreters should be informed of the content

of negotiation in advance so that they can prepare.
The aforementioned etiquette at the dinner table and for
giving gifts, welcoming and sending off guests takes shape
gradually in people’s daily life after a long time. People
have consensus in this regard, but such consensus changes
over time. As China’s trade with other countries expands
and deepens, Chinese people constantly learn the business
etiquette of other countries and China’s traditional etiquette
has changed. For instance, hugs are no longer rare. According
to a popular term nowadays, Chinese people are "advancing
with the times".
The purpose of etiquette is to show respect to the
counterpart in an appropriate way so as to create a sound
environment and to establish friendship and mutual trust.
This purpose is common. Therefore, it is not insurmountably
difficult to learn, comprehend and practice Chinese business
etiquette. As long as we follow the principle of showing
respect and following local customs, we can comprehend it in
the learning process, get used to it in practice and then behave
naturally.
51
Questions for discussion:

1. If a Chinese delegation is coming to your company for
a business negotiation, what should the company do to
ensure a smooth arrival at the airport.
2. L ist the important aspects of a good interpreter in
business negotiations?
3. I f your company would like to enter the Chinese
market, do you think learning Chinese is very
important? Why or Why not?
4. How do you understand “When in Rome, do as the
Romans do”? Give examples.
52
第二章中国人常见的喜好与禁忌
Chapter II Common Preferences and Taboos of Chinese People
Dì=èr zhāng
第二章
Zhōngguórén chángjiàn de xǐhào yǔ jìnjì
中国人常见的喜好与禁忌
Chángyán shuō de hǎo : “ Yì fāng shuǐtǔ yǎng yì fāng

常言说得好：
“一方水土养一方
rén ” . Zài quánqiúhuà chéngdù rìyì jiāshēn de jīntiān ， duì
人 ”。在全球化程度日益加深的今天，对
bù tóng guójiā xísú de chōngf-n liǎojiě ， jiāng huì zài hěn
不同国家习俗的充分了解，将会在很
dà chéngdù shang jiǎnshǎo shāngwù huód7ng zhōng de wénhuà
大程度上减少商务活动中的文化
chōngzhuàng xiànxiàng . Liǎojiě Zhōngguórén duì yánsè , shùzì
冲撞现象。了解中国人对颜色、数字
hé dòngwù de x@h3o ， yě huì yǒu zhù yú shāngwù
和动物的喜好，也会有助于商务
jiāowǎng .
交往。
53
Yánsè
颜色
关键词 Key words:

红色 h5ngs- n. red
黑色 h8is- n. black
白色 b1is- n. white
绿色 lǜs- n. green
Yánsè zuòwéi yì zhǒng wúshēng de yǔyán ， zài

颜色作为一种无声的语言，在
Zhōngguórén de xīnmù zhōng jùyǒu míngquè de xiàngzhēng
中国人的心目中具有明确的象征
yìyì . Bǎwò Zhōngguórén qiányìshí zhōng de sècǎi xīnlǐ
意义。把握中国人潜意识中的色彩心理
bìng yìngyòng yú shìchǎng yíngxiāo ， shì zài Zhōngguó xiāoshòu
并应用于市场营销，是在中国销售
chénggōng de yīnsù zhī yì .
成功的因素之一。
Zhōngguórén duì hóngsè qíngyǒudúzhōng . Zài Zhōngguórén
中国人对红色情有独钟。在中国人
kànlái hóngsè dàibiǎo xiānxuè ， biǎoshì rèqíng , qínfèn ,
看来红色代表鲜血，表示热情、勤奋、
néngliàng hé àiqíng tóngshí ， hóngsè yě néng qūchú xié'è .
能量和爱情，同时，红色也能驱除邪恶。
Mínjiān guònián de běnyì shì yòng “ hónghuo ” gǎnzǒu “ xié
民间过年的本意是用 “ 红火 ” 赶走“ 邪
54
su# ” ， suǒyǐ jiājiā dōu guà hóngdēng , fàng pàozhú , tiē

祟 ”，所以家家都挂红灯、放炮竹、贴
duìlián , chuān hóng yī ， gěi hóngbāo . Hóngsè yě shì
对联、穿红衣，给红包。红色也是
Zhōngguó hūnlǐ de zhǔ sè ， guà dàhóng dēnglong , fàng dàhóng
中国婚礼的主色，挂大红灯笼、放大红
pàozhú , tiē dàhóng duìlián , chuānghuā ， xīnniáng chuān hóng
炮竹、贴大红对联、窗花，新娘穿红
yī ， xīnláng dài hónghuā ， hóngsè shǐ zhěnggè hūnlǐ xiǎnde
衣，新郎带红花，红色使整个婚礼显得
xǐqìyángyáng ， shēngjī'àngrán . Zài shāngwù lǐngyù ， hóngsè de
喜气洋洋，生机盎然。在商务领域，红色的
yùnyòng yě hěn pǔbiàn ， bǐrú gōngsī kāiyè diǎnlǐ , qìngdiǎn
运用也很普遍，比如公司开业典礼、庆典
děng ， duō shǐyòng hóngsè yǐ shì xǐqìyángyáng hé xīwàng ,
等，多使用红色以示喜气洋洋和希望，
yèwù zhēngzhēngrìshàng . Búguò ， hóngsè yě huì yǒu qítā
业务蒸蒸日上。不过，红色也会有其他
biǎnyì de yìngyòng ， rúguǒ yǒu rén jídùxīn zhòng ， huì bèi
贬义的应用，如果有人嫉妒心重，会被
chēngw9i “ hóngyǎnbìng ” . Tā yě huì yòng yú jiāotōng biāozhì
称为“红眼病”
。它也会用于交通标志
shàng ， biǎoshì “ jǐnggào ” .
上，表示“ 警告”
。
Xiāngbǐ zhī xià ， hēisè , báisè què róngyì shǐ rén liánxiǎng
相比之下，黑色、白色却容易使人联想
dào xiōnghuò sāngzàng děng bù xiáng zhī shì ， lìng rén xiǎngqǐ
到凶祸丧葬等不祥之事，令人想起
55
yīnjiān de gōuhúnguǐ — hēibái wúcháng . Jǔbàn sāngshì ， dōu

阴间的勾魂鬼——黑白无常。举办丧事，都
dài hēishā ， huò chuān báisè xiàofú ， pèidài báizhǐhuā děng .
带黑纱，或穿白色孝服，佩戴白纸花等。
Yìbān rén dōu jìhui zài hūnjià , shēngyù , guònián , guòjié
一般人都忌讳在婚嫁、生育、过年、过节
děng xǐqìng rìzi li chuān chún bái , chún hēi de yīshang ，
等喜庆日子里穿纯白、纯黑的衣裳，
wéikǒng bù jílì . J~nti`n de hūnjià yǒuxiē lìwài ， yīnwèi
惟恐不吉利。今天的婚嫁有些例外，因为
Zhōngguó de xīnniángzi chúle chuān chuántǒng de hóngsè
中国的新娘子除了穿传统的红色
zhōngshì qípáo ， yě huì chuān jiébái de hūnshā .
中式旗袍，也会穿洁白的婚纱。
Lǜsè zài Zhōngguó gǔdài bèi rènwéi shì xiàděng de
绿色在中国古代被认为是下等的
yánsè ， zh@ yǒu chāngjì , yōulíng děng rén cái bǎ lǜsè yòng
颜色，只有娼妓、优伶等人才把绿色用
yú fúshì ， yǐ shì d#wèi dīxià ; Qīzi yǒule wàiyù ， shǐ
于服饰，以示地位低下；妻子有了外遇，使
zhàngfu liǎn shang wú guāng ， jiào dài “ lǜmàozi ”. Rújīn ，
丈夫脸上无光，叫戴“ 绿帽子”
。如今，
lǜsè yòu biǎoshì xīwàng hé shēngjī ， lǜsè huánbǎo ， shì
绿色又表示希望和生机，绿色环保，是
dāngxià liúxíng de cíhuì .
当下流行的词汇。
Qítā jílì de yánsè hái yǒu huángsè ， tā yìzhí shì
其他吉利的颜色还有黄色，它一直是
56
Zhōngguó gǔdài huángjiā zhuānyòng de yánsè ， rútóng huángjīn

中国古代皇家专用的颜色，如同黄金
de yánsè ， dàibiǎo fùguì hé shēnfen .
的颜色，代表富贵和身份。
Liǎojiě Zhōngguórén duì yánsè de xǐhào ， duìyú kāizhǎn
了解中国人对颜色的喜好，对于开展
shāngwù yíngxiāo dà yǒu yìchù . Hánguó “ hǎolìyǒu ” qiǎokèlì
商务营销大有益处。韩国“好利友”巧克力
pài shì zuì zǎo shǐyòng yánsè yíngxiāo ér zài Zhōngguó dà huò
派是最早使用颜色营销而在中国大获
chénggōng de gōngsī . Tāmen bǎ qiǎokèlì pài de bāozhuāng
成功的公司。他们把巧克力派的包装
yóu hánguó běntǔ de qiǎn lánsè gǎi wèi hóngsè ， zhèyàng shǐ
由韩国本土的浅蓝色改为红色，这样使
qí zài Zhōngguó de xiāoshòu'é xùnsù zēngzhǎng . Tóngyàng ，
其在中国的销售额迅速增长。同样，
zài èrlínglíngbā ni1n Běijīng /oyùnhuì qījiān ， bǎishì kělè gōngsī
在 2 0 0 8 年北京奥运会期间，百事可乐公司
tèyì jiāng zài Zhōngguó xiāoshòu de guàn zhuāng yǐnpǐn wàiguān
特意将在中国销售的罐装饮品外观
yóu lánsè gǎiw9ile hóngsè suīrán zhè yě yǐnfāle kěkǒu
由蓝色改为了红色，虽然这也引发了可口
kělè gōngsī de kàngyì ， dàn díquè ， hóngsè gèng fúhé
可乐公司的抗议，但的确，红色更符合
Zhōngguórén de xǐhào : jílì ， cáifù hé xǐqìng . Hǎolìyǒu
中国人的喜好：吉利，财富和喜庆。好利友
gōngsī gāocéng gèng shì xuānchēng zài Zhōngguó rènhé lǐngyù
公司高层更是宣称在中国任何领域
57
páiháng dì=y~ de qǐyè jīhū dōu shǐyòngle hóngsè ， kějiàn

排行第一的企业几乎都使用了红色，可见
sècǎi de yǐngxiǎnglì zhī dà .
色彩的影响力之大。
思考讨论题：
Rúguǒ nǐ de gōngsī yào dào Zhōngguó tuīxiāo
如果你的公司要到中国推销
fúshìpǐn ， nǐ huì jiànyì zài Zhōngguó xiāoshòu shénme
服饰品，你会建议在中国销售什么
yánsè de màozi hé wéijīn ? Wèishénme ?
颜色的帽子和围巾？为什么？
58
Shùzì
数字

数字 sh&z# n. number
八 b` n. eight
六 li& n. six
九 ji^ n. nine
四 sì n. four
Shùzì zài Zhōngguó wénhuà li bànyǎnzhe jǔzú=qīngzhòng de

数字在中国文化里扮演着举足轻重的
juésè ， shāngyè chǎnghé qiānwàn bù néng yòngcuòle shùzì .
角色，商业场合千万不能用错了数字。
Zuì shòu Zhōngguórén huānyíng de shùzì shì bā yīnwèi
最受中国人欢迎的数字是 8 ，因为
tā de fāyīn hé “ fācái ” de “ fā ” xiāngsì . Wèile dédào
它的发音和“发财”的“发”相似。为了得到
yí gè yǒu bā de shǒujī hàomǎ , diànhuà hàomǎ , chēpái
一个有 8 的手机号码、电话号码、车牌
hàomǎ , jiātíng d#zhǐ hěn duō rén yuàny# huā éwài de qián ，
号码、家庭地址很多人愿意花额外的钱，
yí gè xìngyùn hàomǎ de pāimài jiàgé yǒushí dádào jǐshí ,
一个幸运号码的拍卖价格有时达到几十、
jǐ bǎiwàn rénmínbì ， shíz3i sh# lìng rén jīngtàn . Rénmen zài
几百万人民币，实在是令人惊叹。人们在
59
jǔxíng yìxiē huód7ng de shíhou yě lèyì xuǎnzé yǒu bā de

举行一些活动的时候也乐意选择有 8 的
rìzi ， zuì xiǎnzhù de yí gè lìzi shì èrlínglíngbā nián Běijīng
日子，最显著的一个例子是 2 0 0 8 年北京
/oyùnhuì de kāimù shíjiān : èrlínglíngbā nián bā yuè bā rì bā
奥运会的开幕时间：2 0 0 8 年 8 月 8 日 8
diǎn bā fēn bā miǎo .
点 8 分 8 秒。
Shùzì “ liù ” de fāyīn hé “ liúshuǐ ” de “ liú ” hěn
数字“ 6 ” 的发音和“ 流水 ” 的“ 流 ” 很
xiàng ， “ liú ” yě shì “ shùn ” de yìsi ， rénmen rènwéi
像，“ 流 ” 也是“ 顺 ” 的意思，人们认为
“ liù ” néng dàilái shùnlì . Shùzì “ jiǔ ” hé chángjiǔ de jiǔ
“ 6 ” 能带来顺利。数字“ 9 ”和长久的“久”
xiéyīn ， yě shēnshòu huānyíng . Lìngwài “ sh! ” xiàngzhēng
谐音，也深受欢迎。另外“10” 象征
“ yuánmǎn ” hé “ wánměi ” ; “ qī ” tīng qǐlai xiàng “ qǐ ” ，
“ 7 ” 听起来像 “ 起 ”，
“ 圆满 ” 和“ 完美 ”；
jí fāzhǎn xiàngshàng de yìsi ， suǒyǐ yǒu xiē fàndiàn de
即发展向上的意思，所以有些饭店的
diànhuà hàomǎ lǐmiàn yǒu “ qī ” .
电话号码里面有“ 7 ”。
“ Èr ” shì yí gè ǒushù ， jí biǎoshì chéngshuāng=
“ 2 ” 是一个偶数，即表示成双
chéngduì ， yě kěyǐ biǎoshì liǎng bèi de h2oshì . Suǒyǐ rénmen
成对，也可以表示两倍的好事。所以人们
zài sòng lǐwù de shíhou xǐhuan jǐnkěnéng sòng liǎng fèn ， yǐ
在送礼物的时候喜欢尽可能送两份，以
60
tú jílì ； Jiéhūn de rìzi yào xuǎn shuāng hào ， jiéhūn de

图吉利；结婚的日子要选双号，结婚的
lǐwù yào bèi shuāng fèn ， jiéhūn shí guà de “ xǐ ” zì yě
礼物要备双份，结婚时挂的“ 喜 ” 字也
shì shuāng “ xǐ ” zì ， dōu biǎoshìle rénmen xīwàng xīnrén
是双 “ 囍 ” 字，都表示了人们希望新人
chéngshuāng=chéngduì , báitóudàolǎo de měihǎo xīnyuàn . Búguò
成双成对、白头到老的美好心愿。不过
jìnniánlái wǎngluò yǔyán xīngqǐ ， “ èr ” yě huì yònglái
近年来网络语言兴起，“ 2 ” 也会用来
biǎoshì — shǎzi ， chūhūyìliào ba ！
表示——傻子，出乎意料吧！
Shuōdào b% xìngyùn de shùzì ， shǒu tuī “ sì ” ， yīnwèi
说到不幸运的数字，首推“4”，因为
“ sì ” de fāyīn hé “ sǐ ” xiāngsì . Mǎi shǒujīhào de shíhou ，
“4”的发音和“死”相似。买手机号的时候，
nǐ huì fāxiàn zuì piányi de hàomǎ jiù shì hányǒu hěn duō “ sì ”
你会发现最便宜的号码就是含有很多 “ 4 ”
de hàomǎ . Jiù xiàng Xīfāngrén jǐnkěnéng bìkāi “ sh!s`n ”
的号码。就像西方人尽可能避开“ 1 3 ”
yíyàng ， Zhōngguórén huì jǐnkěnéng bìkāi “ sì ” . Fàndiàn
一样，中国人会尽可能避开“4”。饭店
lǐmiàn ， yìbān méiyǒu sì hào fángjiān ; Zài gāolóu dàshà ， méiyǒu
里面，一般没有 4 号房间；在高楼大厦，没有
sì céng , sh!sì céng , èrsh!sì céng . Búguò dāng liǎng gè sì li1n
4 层、 1 4 层、 2 4 层。不过当两个 4 连
zài yìqǐ ， yìsi yòu bù yíyàng le ， sìsì ， xiéyīn
在一起，意思又不一样了，44，谐音
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“ shìshì ” ， biǎoshì shìshì rúyì .

“事事”，表示事事如意。
Zài tóng Zhōngguórén dǎ jiāodào de shíhou ， yào zūnzhòng
在同中国人打交道的时候，要尊重
Zhōngguórén duì shùzì de mǐngǎn hé xǐhào . Bǐrú zài bàojià
中国人对数字的敏感和喜好。比如在报价
shí yǐ bā huò jiǔ jiéwěi ， j# shíxiànle zìjǐ de lìyì
时以 8 或 9 结尾，既实现了自己的利益
zuìdàhuà ， tóngshí yě shǐ Zhōngguó h8zu7f`ng cóng xīnli shang
最大化，同时也使中国合作方从心理上
lè yú jiēshòu .
乐于接受。
思考讨论题：
Rúguǒ méiyǒu xuǎnzé ， nǐ juéde Zhōngguórén gèng
如果没有选择，你觉得中国人更
yuàny# mǎi sh!sān hào háishi sh!sì hào zhùzhái ? Wèishénme ?
愿意买 1 3 号还是 1 4 号住宅？为什么？
62
Dòngwù
动物

龙 lóng n. dragon
孔雀 kǒngqu- n. peacock
蝙蝠 biānfú n. bat
狗 g6u n. dog
猫头鹰 māotóuyīng n. owl
Dòngwù yǔ r9nmen de shēnghuó xīxīxiāngguān ， liǎojiě

动物与人们的生活息息相关，了解
Zhōngguórén duì dòngwù de xǐhào ， duì cùjìn shāngwù
中国人对动物的喜好，对促进商务
jiāowǎng , gōnggòng yíngxiāo yě dà yǒu yìchù . Cuòwù de
交往、公共营销也大有益处。错误地
lǐjiě hé shǐyòng dòngwù tú'àn ， yě zàochéng shāngwù
理解和使用动物图案，也造成商务
huód7ng zhōng de zhàng'ài .
活动中的障碍。
Lóng shì Zhōngguórén xīnmù zhōng zuì shénshèng de
龙是中国人心目中最神圣的
dòngwù ， Zhōnghuá mínzú dōu bèi chēngw9i lóng de chuánrén ，
动物，中华民族都被称为龙的传人，
kějiàn lóng zài Zhōngguórén xīnzhōng de d#wèi . Gǔdàirén
可见龙在中国人心中的地位。古代人
63
jiānxìn tā néng hūfēng=huànyǔ , bǎozhèng fēngtiáo=yǔshùn .

坚信它能呼风唤雨、保证风调雨顺。
Huángdì chuān lóngpáo ， bèi yùw9i zhēnlóng tiānzǐ . Jiāzhǎng
皇帝穿龙袍，被喻为真龙天子。家长
xīwàng zìjǐ de zǐnǚ yǒu chūxi ， jiù jiào
希望自己的子女有出息，就叫
“ wàngzǐ=chénglóng ” . “ lóng ” zǒngshì yòng yú bāoyì ， lìrú ，
“望子成龙”
。“ 龙 ” 总是用于褒义，例如，
“ yúyuè=lóngmén ” , “ lóngfèng=chéngxiáng ” , “ lóngpán=hǔjù ” ,
“鱼跃龙门”
、“龙凤成祥”
、“ 龙盘虎踞”、
“ cánglóng=wòhǔ ” , “ shēnglóng=huóhǔ ” děng . Zài xīfāng wénhuà
“ 藏龙卧虎”
、“ 生龙活虎 ” 等。在西方文化
zhōng ， lóng zé shì yí gè pēn huǒ de , xiōngcán de guàishòu ，
中，龙则是一个喷火的、凶残的怪兽，
shì xié'è de xiàngzhēng . Zhè hé Zhōngguórén de xǐhào
是邪恶的象征。这和中国人的喜好
wánquán bù yíyàng .
完全不一样。
Búlùn dōng=xīfāngrén ， wǒmen dōu rènwéi gǒu shì rénlèi
不论东西方人，我们都认为狗是人类
zhōngshí de péngyou ， dàibiǎozhe zhōngchéng hé zérèn . Dànshì
忠实的朋友，代表着忠诚和责任。但是
gǒu yīnwèi guòqu zài Zhōngguó shèhuì zhōng jùyǒu kānjiā=hùyuàn
狗因为过去在中国社会中具有看家护院
de gōngnéng ， hé shípǐn bǎojiàn zuòyòng ， tā chǔyú xiāngduì
的功能，和食品保健作用，它处于相对
lièshì d#wèi ， yīncǐ yìxiē yǔ gǒu xiāngguān de cíyǔ yě
劣势地位，因此一些与狗相关的词语也
64
dōu jùyǒu biǎnyì , bǐrú : gǒutuǐzi , zǒugǒu , gǒujítiàoqiáng ,

都具有贬义，比如：狗腿子、走狗、狗急跳墙、
gǒu yǎn kàn rén dī , gǒuzhàngrénshì děng .
狗眼看人低、狗仗人势等。
Kǒngqu- zìgǔ jiù bèi shìw9i yì zhǒng měilì , jíxiáng de
孔雀自古就被视为一种美丽、吉祥的
dà niǎo . Zhōngguórén rènwéi kǒngqu- kāipíng shì shífēn piàoliang
大鸟。中国人认为孔雀开屏是十分漂亮
hé xǐqìng jíxiáng de . Zhōngguó gǔdài wénzì zhōng de “ fèng ”
和喜庆吉祥的。中国古代文字中的“ 凤 ”
zì ， yě shì qǔcái yú kǒngqu- ， tóu shang yǒu yì cù piàoliang
字，也是取材于孔雀，头上有一簇漂亮
de guānmáo ， shēn hòu shì chángcháng de wěiyǔ ， zhěnggè
的冠毛，身后是长长的尾羽，整个
wénzì wánquán shì yì fú kǒngqu- de xiàngxíng túhuà . Hěn
文字完全是一幅孔雀的象形图画。很
duō yǐ kǒngqu- wéi tícái de yìshù xíngshì ， rú zhùmíng de
多以孔雀为题材的艺术形式，如著名的
kǒngquèwǔ ji& shēnrù rénxīn .
孔雀舞就深入人心。
Biānfú zài Zhōngguó chuántǒng wénhuà zhōng dàibiǎozhe
蝙蝠在中国传统文化中代表着
hǎoyùn , jíxiáng , cáifù , xìngfú ， yīnwèi “ fú ” zì cháng
好运、吉祥、财富、幸福，因为“ 蝠 ” 字常
shǐ rén liánxiǎng dào tóngyīnzì “ fú ” . Ér zài xīfāngrén yǎn
使人联想到同音字“ 福 ”。而在西方人眼
li biānfú chángcháng hé hēi'àn , yīnxiǎn , zuì'è jiéhé zài
里蝙蝠常常和黑暗、阴险、罪恶结合再
65
yìqǐ ， shì yí gè xié'è , chǒulòu de xīxuèguǐ xíngxiàng .

一起，是一个邪恶、丑陋的吸血鬼形象。
Xīfāngrén rènwéi māotóuyīng shì zhìhuì hé jīmǐn de
西方人认为猫头鹰是智慧和机敏的
xiàngzhēng dàn duì Zhōngguórén láishuō què shì yí gè èyùn
象征，但对中国人来说却是一个厄运
de xiàngzhēng . Rénmen cháng jiǎng “ māotóuyīng jìn zhái ， hǎo
的象征。人们常讲 “ 猫头鹰进宅，好
shì bù lái ” ， yèxíng dòngwù māotóuyīng qīlì de jiàoshēng ，
事不来”，夜行动物猫头鹰凄厉的叫声，
zǒngshì ràng Zhōngguórén liánxiǎng dào èyùn hé bù jílì de
总是让中国人联想到厄运和不吉利的
shìqing . Dāngnián yǒu yì jiā xīfāng bǎoxiǎn gōngsī ， qí gōngsī
事情。当年有一家西方保险公司，其公司
biāozhì jiù shì yì zhī māotóuyīng ， kěxiǎng'érzhī zhè jiā bǎoxiǎn
标志就是一只猫头鹰，可想而知这家保险
gōngsī zài Zhōngguó de yèwù tuīzhǎn zāoyùle duōshao
公司在中国的业务推展遭遇了多少
kùnnan .
困难。
思考讨论题：
Wén zhōng shuō “ zài xīfāng wénxué zhōng xǔduō miáoxiě
文中说 “在西方文学中许多描写
yīngxióng yǔ lóng zuò dòuzhēng ， bìng zuìzhōng yǐ zhèng yā
英雄与龙作斗争，并最终以正压
66
xié , zhànshèng è lóng de gùshi ràng Zhōngguórén dú

邪、战胜恶龙的故事让中国人读
qǐlai zǒngshì lìng yǒu yì fān zīwèi ”. Qǐng jiěshì
起来总是另有一番滋味 ”。请解释
wèishénme Zhōngguórén huì juéde lìng yǒu yì fān zīwèi ?
为什么中国人会觉得另有一番滋味？
67
Shēngxiào
生肖

生肖 shēngxiāo n. animal sign
动物 dòngwù n. animal
星座 xīngzuò n. horoscope
属相 shǔxiàng n. animal sign
Zhōngguórén duì dòngwù de xǐhào yě tǐxiàn zài shí'èr

中国人对动物的喜好也体现在十二
shēngxiào shàngmi3n ， liǎojiě zhèxiē dòngwù de xiàngzhēng ， duì
生肖上面，了解这些动物的象征，对
liǎojiě Zhōngguórén de xìnggé hé wénhuà ， yě shì hěn yǒu
了解中国人的性格和文化，也是很有
yìsi de . shí'èr shēngxiào liǎngliǎng xiāngduì ， liù dào lúnhuí ，
意思的。十二生肖两两相对，六道轮回，
jùyǒu bùtóng de hányì hé zhéxué guāndiǎn .
具有不同的涵义和哲学观点。
Dì=y~ zǔ : shǔ hé niú . Shǔ dàibiǎo zhìhuì ， niú dàibiǎo
第一组：鼠和牛。鼠代表智慧，牛代表
qínláo . Rúguǒ zh@ yǒu zhìhuì bù qínláo ， jiù biànchéngle xiǎo
勤劳。如果只有智慧不勤劳，就变成了小
cōngming ， guāng shì qínláo ， bù dòng nǎojīn ， jiù biànchéngle
聪明，光是勤劳，不动脑筋，就变成了
yúchǔn . Dì=èr zǔ : lǎohǔ hé tùzi . Lǎohǔ dàibiǎo
愚蠢。第二组：老虎和兔子。老虎代表
68
yǒngměng ， tùzi dàibiǎo jǐnshèn . Liǎng zhě zài yìqǐ biǎoshì

勇猛，兔子代表谨慎。两者在一起表示
yào dàdǎn xīnxì . Rúguǒ yǒngměng líkāile jǐnshèn ， jiù
要大胆心细。如果勇猛离开了谨慎，就
biànchéngle lǔmǎng ， ér yíwèi de jǐnshèn jiù biànchéngle
变成了鲁莽，而一味的谨慎就变成了
dǎnqiè .
胆怯。
Dì=sān zǔ shì lóng hé shé . Lóng dàibiǎo gāngměng ， shé
第三组是龙和蛇。龙代表刚猛，蛇
dàibiǎo róurèn . Suǒwèi gāng zhě yì zhé ， tài gāng le róngyì
代表柔韧。所谓刚者易折，太刚了容易
zhéduàn ; Guò róu yì ruò ， tài róu le jiù róngyì shīqù zhǔjiàn ，
折断；过柔易弱，太柔了就容易失去主见，
suǒyǐ gāngróu=bìngjì shì Zhōngguórén lì dài suǒ tuīchóng de
所以刚柔并济是中国人历代所推崇的
jīngshen . Dì=sì zǔ shì mǎ hé yáng . Mǎ dàibiǎo
精神。第四组是马和羊。马代表
yìwǎngwúqián ， xiàng mùbiāo fènjìn ， yáng dàibiǎo tuánjié hémù .
一往无前，向目标奋进，羊代表团结和睦。
Rúguǒ y! gè rén zhǐgù zìjǐ de lìyì ， b% zhùyì tuánjié ,
如果一个人只顾自己的利益，不注意团结、
hémù ， bìrán huì quēshǎo péngyou .
和睦，必然会缺少朋友。
Dì=wǔ zǔ shì hóuzi hé jī . Hóuzi dàibiǎo línghuó ， jī
第五组是猴子和鸡。猴子代表灵活，鸡
dìngshí dǎ míng ， dàibiǎo héngdìng . Dàn rúguǒ shuō nǐ guāng
定时打鸣，代表恒定。但如果说你光
69
shì héngdìng ， yì tán sǐshuǐ , yì kuài tiěbǎn ， nà jiù b% huì

是恒定，一潭死水、一块铁板，那就不会
yǒu wǒmen jīntiān de gǎigé kāifàng le . Zh@ yǒu liǎng zhě
有我们今天的改革开放了。只有两者
fēicháng yuánróng de jiéhé ， bǎozhèng wěndìngxìng hé héxié
非常圆融地结合，保证稳定性和和谐
zhìxù ， c1i néng búduàn biànt4ng de qiánjìn . Zuìhòu shì gǒu
秩序，才能不断变通地前进。最后是狗
hé zhū . Gǒu shì dàibiǎo zhōngchéng ， zhū shì dàibiǎo suíh9 .
和猪。狗是代表忠诚，猪是代表随和。
Yí gè rén rúguǒ tài zhōngchéng ， bù dǒngd9 suíh9 ， jiù huì
一个人如果太忠诚，不懂得随和，就会
páichì tārén . Ér fǎn guòlai ， yí gè rén tài suíhe ， méiyǒu
排斥他人。而反过来，一个人太随和，没有
zhōngchéng ， zhège rén jiù shīqù yuánzé . Zhè jiù shì
忠诚，这个人就失去原则。这就是
Zhōngguórén yìzhí jiānchí de wàiyuán=nèifāng ， hé'érbùtóng .
中国人一直坚持的外圆内方，和而不同。
Suǒyǐ búyào xiǎokàn zhè dòngwù hé shēngxiào wénhuà ，
所以不要小看这动物和生肖文化，
lǐmiàn bāohán de xuéwen hěn shēn . Nǐ néng liǎojiě zhèxiē ，
里面包含的学问很深。你能了解这些，
yě huì zhújiàn d# liǎojiě Zhōngguórén de xìnggé hé yìxiē
也会逐渐地了解中国人的性格和一些
chǔshì fēnggé .
处事风格。
70
思考讨论题：
Nǐ zhīdao mǎnián de jíxiángwù wèishénme zài Zhōngguó
你知道马年的吉祥物为什么在中国
chàngxiāo ma ? Chéngyǔ “ mǎdàochénggōng ” shì shénme
畅销吗？成语“ 马到成功 ”是什么
yìsi ?
意思？
71
Chapter II Common Preferences and Taboos

among Chinese People
There is the saying that “the earth of different regions

raises different types of people”. In the increasingly
globalised world of today, a good understanding of the
customs of different countries can alleviate cultural conflicts
in business activities to a great extent. Understanding Chinese
people’s preferences and taboos in colours, numbers and
animals can also facilitate business communications.
Colours
As a silent language, colour has a clear emblematic

meaning to the Chinese people. Grasping the colour
psychology in the sub-conscience of Chinese people and
using such in marketing is one factor leading to successful
marketing in China.
Red is the favourite colour of Chinese people. Red
represents blood, passion, diligence, energy and love to
72
the Chinese. As well, red can expel evil. In folk stories,

the Chinese New Year is a time for expelling evil with red
flames. Therefore, Chinese people hang red lanterns, set off
firecrackers, paste couplets, wear red clothes and give red
envelopes during the Chinese New Year. Red is the main
colour for wedding ceremonies in China. Chinese people
hang red lanterns, set off red firecrackers and paste red
couplets and papercut-outs during wedding ceremonies.
Brides wear red clothes and bridegrooms wear red flowers.
Red makes the wedding ceremony fun and joyful. In
business, the use of red is common. For instance, red is used
in various business ceremonies as a wish for good luck and
burgeoning business. However, red can have other meanings;
a jealous person is said to have “red-eye disease”. It is also
used on traffic signs as an alert to stop.
In comparison, black and white usually remind people
of accidents, funerals and other unlucky events as well as the
Black and White Guards of Impermanence, the two ghosts
that lead the dead to hell. People wear black armbands, white
mourning dresses and white paper flowers when attending
funerals; they usually avoid wearing only white or black
clothes when attending wedding ceremonies, births and
during the Chinese New Year or other festivals. There are
some exceptions for wedding because Chinese brides also
73
wear white wedding gowns in addition to traditional red

Chinese wedding dresses nowadays.
Green is regarded as an inferior colour in ancient China.
Only prostitutes, actors or actresses wore green to show their
inferior status. If a wife commits adultery, the husband will
be ashamed and is said to “wearing a green hat”. “Green
wood” refers to bandits in the mountains. Although “green
wood heroes” refer to those that robbed the rich to feed the
poor, they were inferior people in ancient China. Today,
green also represents hope and life. Green and environmental
protection are popular terms nowadays.
Other unlucky colours include yellow, which was used
exclusively for royal families in ancient China. As well, gold
represent wealth and social status.
Understanding Chinese people’s preferences and taboos
on colours helps in business development. Orion from Korea
is the first company that succeeded in colour marketing in
China. Their chocolate pies are packaged in red instead of
light blue as they are in Korea. As a result, their sales in
China increased rapidly. During the Beijing Olympics in
2008, Pepsi deliberately changed the colour of their canned
drinks from blue to red. Although Coca Cola protested, red
was indeed preferred by the Chinese, who love good luck,
wealth and fun. The senior executives of Orion even claimed
74
that almost all of the number one companies in various

sectors in China use red in some form. So we can see how
influential colours can be.

If your company wants to sell apparel in China, what
colours would you recommend for hats and scarves?
Why?
Numbers
Numbers play an important role in Chinese culture. One

should never misuse numbers during business occasions.
The most popular number in China is eight because its
pronunciation is similar to wealth. In order to get a mobile
number, home phone number, vehicle plate number or a
home address with the number eight, many people are willing
to pay extra money. It is really astounding to see that a lucky
number can be worth hundreds of thousands of RMB or even
a few million RMB at an auction. When people are hosting
an event, they prefer dates with eight. An obvious example
is that the 2008 Beijing Olympics began at 8:08:08pm on
August 8, 2008.
75
Since the number six is pronounced similar to success

in Chinese, so people think six brings success. The number
nine is also popular due to its pronunciation being similar to
eternity. Also, ten represents perfection. Since seven sounds
like rise or boom, some hotels use seven in their phone
numbers.
Two is an even number and means pairs or doubles.
Therefore, people usually give two gifts at a time. Wedding
days are often on a date with even numbers, and wedding
gifts should be doubled. The Chinese character for happiness
for wedding ceremonies is also doubled to bring good luck to
the bride and groom. However, as language evolved through
its use on the Internet in recent years, two has come to mean
idiots. It’s quite surprising, isn’t it?
The number four is the most unlucky number because
its pronunciation is similar to that of death. When buying
a cell phone number, you will find that the least expensive
ones are those with many fours. Similar to Western people
who try their best to avoid 13, Chinese people try to avoid
four. Hotels usually don’t have a room number four. High-
rise buildings don’t have a 4th, 14th or 24th floor. However,
when two fours are used together, they have a different
meanings. Forty four sounds like everything, which implies
that everything is a success.
76
When dealing with the Chinese, one should respect their

preferences and taboos in numbers. For instance, your quotes
should end with eight or nine. It may not only maximize your
interest, but also make your offer more acceptable to your
Chinese counterparts psychologically.

If the Chinese have no other choices, do you think the
Chinese prefer 13 or 14? Why?
Animals
Animals are closely related to people’s everyday lives.

A good understanding of Chinese people’s preferences
for animals helps business communications and public
marketing. Misunderstanding and misusing animal images
can be a huge obstacles to business activities.
The dragon is the most sacred animal to the Chinese
people. The fact that the Chinese people are said to be the
offspring of dragons shows the status of the dragon in the
hearts of the Chinese. Ancient Chinese people believed that
dragons could bring wind and rain when it was needed.
Emperors wore dragon robes and are described as the sons of
77
the dragon. Parents’ wish for their children’s success in the

future is described as “wishing for their children to become
dragons”. Dragons are used in phrases for commending
people, such as “a fish leaping over the dragon gate”, “dragon
and phoenix bringing prosperity”, “a coiling dragon and a
crouching tiger”, “a crouching tiger and a hidden dragon” and
“as energetic as a living tiger or dragon”. In Western culture,
the dragon is a cruel fire-breathing monster and represents
evil. This is totally different from the Chinese idea of a
dragon.
People in both the West and the East think dogs
are man’s most loyal friends and represent loyalty and
responsibility. However, since dogs were used to protect
homes or eaten in the past, they possessed an inferior status
in ancient China. Therefore, some terms with dogs are
derogatory, such as dog feet (hired thugs), running dogs, a
dog leaping over a wall in desperation, a dog looking down
on others (behaving like a snob) and a dog threatening people
based on the strength of its master.
Peacocks have been regarded as a beautiful and
auspicious bird since ancient times. Chinese people believe
that a peacock flaunting its tail is very beautiful and
auspicious. The character for phoenix in ancient Chinese
literature was derived from peacock. Peacock imagery has
78
been developed into many forms of arts, the most famous of

which are dancing peacocks.
Bats represent good luck, auspiciousness, wealth and
happiness because bat is similar in pronunciation to blessing.
However, in the eyes of Western people, bats are usually
linked to darkness, insidiousness and sin. Bats remind
Westerners of evil vampires. Although owls represent wisdom
and resourcefulness in Western culture, they are linked to
bad luck in China. Chinese people often say “nothing good
will happen if owls come into your house”. The call of owls
usually reminds people of back luck. A Western insurance
company uses an owl as its company logo, so it is imaginable
that this insurance company encountered huge difficulties
when developing its brand in China.

It is mentioned in the article that many Western stories
describe a struggle between heroes and dragons, with
the final victory over the evil dragon. Such stories sound
awkward to the Chinese reader. Please explain why the
Chinese feel awkward.
79
Zodiac animals
Chinese people’s preferences for animals are also

reflected in the 12 zodiac animals. Understanding the
representative meanings of those animals helps you to
understand the characteristics and culture of Chinese people.
The 12 zodiac animals are grouped into six pairs and have
different intrinsic meanings.
Group one: rat and cow. Rats represent wisdom and
cows represent diligence. Wisdom without diligence makes
people intelligent in small ways. Diligence without wisdom
makes people stupid. Group two: tiger and rabbit. Tigers
represent valour and rabbits represent prudence. The two
when combined represent boldness and scrupulousness.
Valour without prudence means recklessness. Excessive
prudence means cowardice.
Group three: dragon and snake. Dragons represent
toughness and snakes represent softness. Excessive
toughness leads to immobility and excessive softness leads
to weakness or indecisiveness. Therefore, the combination
of toughness and softness was highly regarded in China.
Group four is the horse and sheep. Horses represent bold
advancement towards goals and sheep represent solidarity
80
and harmony. If someone only focuses on his own interests

and neglects solidarity and harmony, they won’t have many
friends.
Group five: monkey and rooster. Monkeys represent
agility. Roosters crow regularly and therefore represent
eternity. However, if we adhered to an eternal path
stubbornly, we would not be able to reform and open up.
Only a combination of both can guarantee stability and
harmony as well as constant change and progress. The last
group consists of the dog and pig. Dogs represent loyalty
and pigs represent amiability. If a person is too loyal and not
easy going they may be very rigid and people may find them
repellent. However, if a person is too easy going and lacks
loyalty they may also lack greater principles for which they
stand. This is why the Chinese people believe it is necessary
to possess a balance of both characteristics.
Therefore, one should never neglect the cultural
significance of zodiac animals; they have profound meaning.
If you understand their meanings, you are able to gradually
understand the characters of the Chinese people and how they
deal with business.
81

Do you know why the mascot of the year of horse is very
popular in China? What does “success immediately upon
arrival” means?
82

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When in China: A Guide to

Chinese Business Culture

When in China: A Guide to Chinese Business Culture

Editors: Shurong ZHAI, Ranran DU

Copyright ©2014 by Sinolingua London Ltd.

Unit 13, Park Royal Metro Centre

Printed in China 2014

All rights reserved. No part of this publication may be reproduced,

Preface to When in China: A Guide to Chinese

When the editor of When in China: A Guide to Chinese

Dì=y~ zhāng Zhōngguó de shāngwù lǐyí

Zhōngguó jùyǒu wǔqiān duō nián de wénmíngshǐ ， sù yǒu

y! zhàng ” ， Zhōngguórén tíchàng zài hùxiāng zūnzhòng de jīchǔ

关键词 Key words

Yǒu péng zì yuǎnfāng lái bù yì yuè hū ? Chūcì jiànmiàn ，

gǎndào b% zhòngshì ， huò fūy2n ; Tài zhòng yě róngyì yǐnqǐ

Wò shǒu shí bù y~ng dài shǒutào .

Xìng zhuānyè zhíwù : Qián jiàoshòu ， Qián yīshēng ， Qián

Suǒyǐ zuì ānquán de bànfǎ shì wèn qīngchu ， lǐmào de

jiān kěnéng shì shénme guānxi ? Huòzhě zhèxiē chēnghu kěnéng

gěi yànqǐngfāng zēngjiā yālì yǔ búbiàn ， yě huì xiǎnde nǐ duì

wǒ y~nggāi zuò nǎr ” ?

zhǔbīn ch9ng cài . Dōngdàozhǔ gēn zhǔbīn “ dòng kuàizi ”

yìxiē zhùjiǔcí yídìng kěyǐ pàishàng yòngchǎng .

cānzhuō shang yǒu nǐ bù xǐhuan chī de cài ， bù xǐhuan hē de

hěn ángguì de lǐpǐn ， róngyì yǐnqǐ wùjiě huò wùhuì .

Yǒuxiē wùpǐn shì jìhu# zuòwéi lǐpǐn xiāng sòng de ，

jiāodài jiējī de sījī zài hǎiguān chūkǒu jǔ pái yíngjiē ，

Huānsòng de guīgé , xíngshì kě gēnjù shíjì qíngkuàng yǒusuǒ

yě y~nggāi pèiyǒu zìjǐ de fānyì . Rúguǒ huìtán nèiróng shèjí

duì jiāowǎng duìxiàng de zūnzhòng ， yǐ yíngzào liánghǎo de

jiāotōngtú , wèi dàibiǎotuán liánxì bìng yùdìng bīnguǎn , wèi

Chapter I Chinese Business Etiquette

China is a country with more than 5000 years of

an individual may be regarded as making others “lose

“It is a great pleasure to have a friend coming from

contact person who will first introduce two parties to each

a pleasure to meet you”.

• Do not cross shake hands or shake hands while sitting

• It is better if a Chinese name, if there is one, complies

for formal business occasions.

Ms. Sun, Miss. Sun, etc.

• The order of Chinese names is different from that of

Questions for discussion

Wang, Comrade Wang, Lao Wang, Xiao Wang, Xiao

Dinner table etiquette

Food is a paramount necessity of people. China’s food

can arrive a few minutes early. If you cannot arrive on time,

Eating and drinking

in advance can come in handy on such occasions.

You can say “No”

• Do not vertically insert chopsticks into food because it

Questions for discussion

Gift giving etiquette

Besides attitude, language and behaviour that shows

as arts and crafts from where the company is located, office

Gift giving occasions

expensive gifts to those with the highest rank and less

• Some articles cannot be given as gift, such as clocks,

• Both hands should be used when giving or receiving a

• Do not cross shake hands or shake hands while sitting

• It is better if a Chinese name, if there is one, complies

• The order of Chinese names is different from that of

• Do not vertically insert chopsticks into food because it

• Some articles cannot be given as gift, such as clocks,

• Both hands should be used when giving or receiving a