Abstract：Cultural enviornment for business is regarded as a key factor for maketing development, and cultural shocks must be bridged when you are trying to enter makets. These years, social cultural influences have been identified as derminations of marketing behavior, revealing marketing as a culture as well as economic phenomenon. For achieving success in the international market, as a businessman, he must acquire knowledge of diverse cultual environments.

Knowing the importance of the knowledge of different cultures, business people should try to get to know the cultures of the countries they are going to cooperate,and treat them in the ways they treat their friends. They first need to know the different cultures between them, be objective and respect the cultural difference, pay attention to the language barriers, use skills in the cross-clutural communications, and then find out the best way to avoid misunderstandings and handle business communication effectively.

The purpose of this paper is to air the fact that the understanding of cultural difference is more and more important with the development of globalization, the different cultural concepts between China and foreign countries, and the effective ways to handle the cultural shocks.

Key words: cross culture; cultural differences; international business communication

中文摘要：商务文化环境被看作是市场发育的重要因素。在进入市场时必须考虑到文化差距。近几年来，在确定市场行为时，总是要明确一下社会文化的影响，把市场作为文化及经济现象进行揭示。要成功开拓国际市场，作为商人，他必须具备各种文化环境意识。

知道跨文化知识的重要性后，商人就要设法了解即将要合作的国家的各种文化，用他们招待朋友的方式来招待他们。首先，他们要了解两国之间的文化差异，并且要尊重该文化差异，留意两国的语言撞击，并在跨文化交谈中运用技巧，找出能够避免双方误会和有效沟通的最佳办法。

本论文的研究目的是说明随着全球化的不断发展，深入理解文化差异变得越来越重要了，介绍中外文化观念的差异以及克服文化冲击的有效方法。

关键词：跨文化；文化差异；国际商务交际