TAP CHl KHOA HQC XA H O I S O 4(164)-2012
s u KHAC BIET TRONG CAU TRUC MO HiNH VAN BAN THU T I N CUA NGUOI MY VA NGUO"! NHAT
NGUYEN T H A N H LAN
TOM TAT
Bii viit phin tich su khic biit trong td chue, eiu trOc md hinh vin bin thu tin cOa ngudi My vi ngudi Nhit nhim giOp cho ngudi sO" dpng nhin thirc dupc tim quan trpng vi vin hda giao tiip di xiy dung vin bin thu tin phO hpp ddi vdi tung ddi tupng ngudi nhin nhim ning cao hiiu qui giao tiip kinh doanh da vin hda.
L O A T V A N O e
Hipn nay, mOi trudng d i u t u d Vipt Nam rlt da dgng va phong phij vdi eae deanh nghipp d i n t y phuang Tdy va phuang DOng. Mdi doanh nghipp nay d i u mang dam van hda kmh doanh ciJa ho vdi phong each, qugn diem, thai dO, dOc tin ridng.
Chinh vi le dd, qua trinh giao tiip ddi hoi cac ben tham gia phai am hieu, phai nhgn thuc dypc diing cac hdnh vi t h i hipn qua Idi ndi, van ban eua d i i tac. Cd nhu vay, mdi nang cao dypc hipu qua trpng viic nhgn va truyen dgt thdng tin de dgt dupe muc dich cuil cung.
Qua trinh dao tgo mdn tiing Anh hien ngy d cac trudng dgi hpc Vipt Ngm g i n nhu tach rdi ngdn ngu va van hda. Cac chuin myc v i nang lyc tiing Anh v i n chi dya tren cac tieu ehi v i nang lyc ngdn ngu dupe do bing cae hd thing diim x i p logi Nguyen Thanh Lan. Thgc sT. Trudng Dgi hpc Ngogi thuong Co sd II tgi Thanh phi H i Chl Minh.
theo quy ehuin quie t i TOEFL, lELTS, TOEICS. Tuy nhien, day ehi la diiu kign ein, chua phai la diiu kipn dij. Vipe giang dgy v i van hda kinh doanh, n i u cO, chi dupe thyc hiin hoan tpan bipt lap, khong k i t hpp vdi ngdn ngO. Thyc t i cho thiy ring, r i t nhiiu sinh vidn khi ra trudng, c6 nang lyc n g i n ngu t i t , nhung v i n gjp khdng it khd khan trong viic dap Ong dupc ydu c l u cua doanh nghi$p trong mOI trudng giao t i i p da van hda hipn nay V i n d i da van hda hipn nay dupc nhiiu nha nghien cOu quan tam do anh hudng r l t Idn cua nd d i n cac tap quan, thoi quen, hanh vi, thai dp ciJa ngydi tham gia giao tiip kinh deanh. Giao tiep qua thy tin thupng mgi bing tiing Anh hipn ngy dypc eel la kenh giao t i i p quan trpng nhd vao sy bung n i cua ccng nghp thdng tin trong nhung thap nien qua. Nhung do eO sy khae bipt ve van hda ndi ehung va van hoa kinh doanh ndi rieng, trong thy tin thuong mgi, da cd s y khac bipt dang k i v i mo hinh van ban, v i e i u true van ban, vi chiin lupc dung tO vyng cua ngudl phyang Ddng vd phyang Tay.
2. K H A C BlgT v e VAN H O A
Bovee, Thill & Schatzman (2003) djnh nghia van hda la mpt hp thing cae biiu tnrng, dOc tin, thai d i , gia trj, tieu chuin d i xac djnh cae hanh vi c u xO va giao tiip. Van hda mO ta eae hanh vl cu xu va cac thanh vidn trong xa hOi thong thydng eu xO v4i nhau thep each ma hp cho la thich hpp vS
NGUYEN THANH LAN - S I / K H A C BIET TRONG CAU TRDC MO HiNH,,
chip nhgn dypc trong van hoa cua hp.
Tuy nhien, nhOng gi cd t h i dypc col Id chip nhgn va thich hpp eiJa mdt nin van hOa nay Igi cd t h i khdng dupc chip nhan trong mpt n i n van hda khac.
D i hiiu dypc cac hp thing dOe tin va eae gia trj ea ban thudc ban chit cua van hda, diiu c i n thiit phai xem xdt d i n 5 y i u t i Id (a) giu t h i didn trong giao t i i p (b) yeu t i ca nhan trong quan hp eOng ding (c) nhan thuc thdi gian giao t i i p (d) vj t h i eiJa cac bOn khi giao tiip (e) each thOe dya ra quyet djnh.
2.1. GIO t h i dipn trpng giap tiip Theo Edward Tviritchell Hall, Jr. (1966) cd t h i chia ra Idm hai luing van hda chinh, van hda trong ngu canh cap (high ccntext) va van hda trang ngy canh thip (Ipv^
context). Logi hinh thy nhit phiJ hpp vdl nhOng n i n van hda dam tinh eOng ding thien v i cam xuc, tryc giac, ting hpp, truyin thing. Logi hinh nay thydng dupe cac quic gia phuang DOng ap dyng, chu yiu dya vao ngO canh eua dien ngOn, mOi tnrdng giao t i i p va cac thdng tin hdm y, dupc cac ben da chia se trong cae giao tiip d i truyin dgt y nghTa. Do vgy, ngdn ngO cda logi hinh nay thudng mang tinh gian tiip va khdng rd rang, Trai Igi, logi hinh thO hai dac tryng eho cac nen van hdg dam tinh ea the thien v i logic, ly tri, phan tich. MO hinh ngdn ngO dupe xay dyng khdng dya vao ngu canh ma chu yiu dya vap thOng tin gian tiip trye tiip.
Do dd each truyen dgt thdng tin thudng mgng tinh tryc tiip, chinh xac va rd rang trong giao tiip.
Trong giao tiip thuang mgi, vipe giO t h i diin la hanh vi the hipn sy tdn trpng d i i tac.
Vi$c mdt ben bi mat the dipn cd the khiin
cho mOt buii dam phan hpp ding trd nen thit bgi do cam thiy bj xiie pham hoac khOng dupc chia se chi vi khOng vupt qua dypc rdp can eua van hda.
Thdng thudng each ndi gian ngdn (Treece Maira, 1989) thudng dypc van hda phypng Ddng sO dyng d i tranh lam mit t h i dien ngydi giao tiip. Tuy nhien, d i i vdi van hOa Anh-My, each ndi gian ngOn dydng nhy Igi dypc eoi la hanh vi khOng trung thyc, hp ehe ring dien ngOn kieu nay nhim de ehe d i u dieu gi dO ma thay vao dd hp sO dyng each ndi tryc ngOn vdi vipe dien dgt y dl thing vao v i n d i .
2.2, Y i u t i ca nhan trong quan hp cOng ding
van hda cd the dupc chia theo hai xu hydng: cd nhan va tgp t h i . Hofstede (1991) xae c^nh rang m i i quan hp tgp the trong van hda theo ehu nghTa ea nhan thudng long leo vi moi ngudi thudng muin dupe COI trpng vai trd ca nhdn cua minh. Ong da so sanh vdi van hda tgp t h i trong dO mpi ngudi to luc sinh ra da kit nii vdi nhau trong cac cing ding mOt each chgt ehe, m i l quan h i nay kep dai suit ca cupc ddi, nhim bap vp ca nhan trong cac hogt dpng cpng ding.
N i u nhu trpng van hOg ea nhan, ma dien hinh la van hda My, tinh ddo lap dupe danh gia cae thi trong van hda cdng ding, y i u t i ca nhan chi dupc coi la mit b i phgn c l u thanh cua cOng ding dd va mOc dp gan bd giOa eae thanh vien la dac diim bac trum len ca cing ding do.
Varner va Beamer (1995) chi ra ring trong van hda ea nhan, mpt ca nhan don le cd t h i lam nen uy tin hay sy thit bgi cua doanh nghipp trong khi d i i vdi van hda
NGUYEN THANH LAN - SIT KHAC BIET TRONG CAU TROC M O HINH...
cOng ding, toan bO cac ca nhan thuOe cing ding dO phai ehju trach nhipm d i i vdi sy thanh bgi eiJa doanh nghidp eua minh.
2.3. Nhan thOe v i thdi gian giao tiip Hall (1991) phan chia van hda thanh 2 logi, dpn sic (monochronic) va dg sic (polychronic).
N i u nhu trong van hda dpn sic, thdi gian dupc eel la y i u t i quyit djnh hipu qua kinh doanh thi trong van hda dan sac, ngudi ta nhin mgnh d i n viec hogch djnh thdi gign, d i n tinh chinh xac v i thdi gian han la d i n m i i qugn h§ lien nhan. Theo van hdg nay, cac ben giao tiip muin dgt dypc thdg thugn nhanh chdng vi cd xu hudng thao Iugn tgp trung vdo mOt v i n d i cu t h i treng mOt thdi hgn i n djnh. My va mOt s i quic gia phypng Tay dupe x i p vap Ipgl van hOa nay.
Trong van hda da sac, thai gian dupc xem la y i u t i 00 gian va ngudi ta khdng col trpng d i n vipe tuan thu chuang trinh nghj sy mOt each qua khlt khe. NhOng chuang trinh i n djnh trydc dypc cei la thO yeu so vdi m i i quan hp lien nhan va ngydi ta cd t h i bd ra b i t ky thdi gian ndo d i xay dyng mil quan hp lam an Oieu binh thudng xay ra la trong cuOc hpp eO t h i bj ngit quang bdi eae chu d i hoan toan khdng lidn quan d i n v i n de nghj sy trpng cuic hpp.
Hiu nhu cac quic gia chau A dupe x i p vap van hda nay.
2.4. Vj t h i giap tiip
van hda cung dupe chia ra theo vj t h i (status) cua ngudi giao tiip, khi dd, each danh gia vj t h i cua d i i tac khi giac tiip cung dupe nhin nhan khac di. O i l vdi van hda phuang Tay ndi chung, vj t h i dypc danh gia theo myc dp thanh dgt cua ca nhan trong khi d i i vdi phuang Ddng, md
diin hinh la ngydi Nhgt, vj the ciia ngydi d i i thogi g i n vdi chOe vy, tuii tac, dong ddi gig dinh, n g h i nghidp..
Tgi h i u hit cac xa hOi chdu A, trong mOt t i chOc, d i i u quan trpng la phai t h i hipn sy kinh trpng qua thO bac va dja vj. Khi giao tiip vdl ngudi Idn t u i i hoac ed d p bic cae han, ngudi ta thydng td ra l|Ch sy va trang trpng han. ViOc ngit Idi ngudi Idn tuii cd t h i dupc xem la sy b i t kinh va lam m i l t h i di$n ngydi dd.
2.5. each thOc dya ra quyit djnh Trong van hda d i cao chii nghTa ea nhan, cac thupng gia thudng muin dgt dupc quyit djnh cang nhanh cdng t i t va cang hipu qua cang tit. Cae v i n d i chinh dupc thda thugn trudc cdn cdc y i u t i phy dupc xem xdt sau. Tuy nhien, d i i vdi van hia tgp t h i , viic danh thdi gian d i thao Iugn cac v i n d i phy dypc xem la d i u hi§u chan thanh va thipn chi. Doanh nghi$p thudc van hOa nay thudng td ra rit thgn trpng khi dua ra quyit djnh hoac muin quyit dmh dd phai cd y kiin nhit tri cua tap t h i . D i i u nay hoan toan trai vdi van hda ca nhan, ma dien hinh Id ngudi MJ, cac quyit djnh thudng dypc ea nhan hay dgi dipn eua t i chOe dua ra nhanh chOng.
3. K H A C BlgT v e TO CHI>C V A N BAN NhOng khac bi$t trong van h i a kinh doanh ndi trdn d i n d i n sy khac bipt trong vi^c xay dyng, t i chOc van ban cua ngudi MJ va ngydi Nh§t.
3.1. T h i Ipgi va k i t e i u van ban thy tin Merphpvski (1984) phdn <Snh diin ngdn thep phong each hpc thanh ba bge Idn tir trOu tupng d i n cy t h i l i n lupt la: phong each hpc ngOn ngO, phong each hpc hogt d i n g Idi ndi va phpng each hpc Idi nii. 0
NGUYEN THANH LAN - SU' KHAC BIET TRONG CAU TRIJC MO HiNH phcng each hpc Idi noi, tOc la lien quan
trye tiep d i n cac van ban cy t h i , cd sy phan djnh cae Idp van ban 10 chung d i n rieng theo trinh ty: kieu logi, t h i logi van ban, phong each cua van ban cy t h i . Cac kieu logi van bgn lidn quan d i n cac phong each ChOc nang bao g i m : phong each hanh chinh-cdng vu, phong each khoa hpc, phong each cdng Iugn. Phong each hdnh chinh-cOng vy co cac kiiu logi van bgn nhu: chi dgo, phap ly, quan sy, ngogi giao, thypng mgi, kmh t i
Tren ca sp phan Ipgi cug Merohovski, xet v i ngO vyc ma Haliday (1964) da xac dinh 3 yiu to la Trydng, ThOc va Khdng khi.
Trong thypng mgi quic t i , van bgn thuang mgi cd t h i dypc chia thanh 2 the logl chinh: Cic vin ban phip iy thuang mai (cac cdng udc thypng mgi quic t i , cac hpp ding thypng mgi quie t i , hpp ding van tai quie t i , cac van ban phap quy trang ngan hang... va eae thutin trong giao dich thuang mpi (thu chao hang, thy hoi hang, thu dgt hang, thy khiiu ngi...).
cac van ban phap Iy thuang mgi thydng mang phong each khudn thudc, cOng nhic gin nhu khOng thay d i i v i pheng each.
Trong khi cae thu tin trong giao djch thyang mgi quoc t i thay d i i thee ngOn ngu sO dgng. Myc dich ciia the Icgi nay la truyen dgt thOng tin chinh xac den cho ngudi dpc.
Tren ca sp cae ngO liiu giao trinh thy tin hiin dang sO dyng a Viet Nam, dya vao myc dich cda ngudi gOi, cO t h i chia lam 4 thi logi the tog/ thuyit phuc, thi lopi thdng tin, the loai thdng tin xau vi the lopi thipn cW(Krlzgn va cac tac gia khac, 2005, tr....).
Thi logi thuyit phye: thu ban hang, thu chio hing, thu hoin chio gia (counter- offer), thu bio gia, thu tiin cO...
The logi thOng tin- bio eio, thu thdng bio, thu dit hang, thu hdi hing, tri Idi cho thu hdl hing, thu ndi bp (memo), thu gidi thieu...
T h i logi thOng tin x l u . thu tu chdi, thu phin nin, khiiu npi..
T h i logi thien chi thu chOc mUng, thu chia budn, thu cam on...
Kit c l u cOe mOl van ban cd khudn hinh thudng dung bao g i m 4 thanh t i : diu di, phin md diu, phin thin, phan kit (Dipp Quang Ban, 2006, tr. 105).
3.2. Khac bigt v i eiu true 3.2.1. Phin d i u d i
Ngudi viit cd t h i dgt d i u d i theo hudng d i tai hay theo hudng neu chii d i , hogc dgt d i u d i theo l i i phan anh true tiep hay gian tiip ndi dung phin edn Igi ciia van ban. Treng thu tin thypng mgi, phin d i u de dupc the hien d hinh thOc Idi ehde d i u thu (Sglutatlon) va phin chu de bOc thu (Subject matter).
Trong phin Idi chdo d i u thy, ngudi Nhgt ludn sO dung vdi each chdo "Dear + Family's name" (ten hp) edn ngudi My thudng su dyng cdch nay trong lln day giao djch.
Phin chij d i cua bOc thy khdng cd gl khac bipt, chu d i thudng dupc dgt theo loi tryc tiip, sO dyng cae cym danh tO ngin gpn d i neu len dupe ban chit ciJa chij de.
3.2.2. Phin md d i u
Xem xet van ban thu tin thuang mgi cua ngydi My, cd the thiy phin md d i u thudng dupe triin khai theo 2 hydng nhy sau.
Nhic den giao dich tntdc dd (Refer to previous business transactions) Vidy:
With reference to our telephone conversation yesterday, we would like to confirm our
NGUYEN THANH LAN - SI/ KHAC BIET TRONG CAU TROC MO HINH...
sales terms as follows ( V i cuic ndi chuyin didn thoai ciJa chung ta ngay hdm qua, chiing tdi xin xae nhjn cac diiu khoan ban hang nhu sau)
Niu mpc dich buc thu (Inform the purpose of the letter).
Vidy:
IVe are writing about... (Chung tdi viit bOc thy nay v i viOc.) hoac This letter is to inform you aboutAhat... (BOc thy nay la d i thdng bap vdi quy Ong vi...).
Nhin ehung, phin md d i u eiJa bOe thy ma ngydi My viit thudng ngin gpn vi di tryc tiip vac d i tai-chii dh.
Ngydi Nhgt thi kieu each vd dai ddng han, phin md d i u bao gom 2 y: Ldi chao v i thdi tiit, thai vu, hoge Idi chue v i sOe khoe, v i sy thanh dgt ciJa cdng ty d i i tac. Ho^o neu myc dich buc thy.
Khi viit thy cho ngydi Nhat, luu y moi thang treng nam, hp d i u cd each chao hdi rieng. Chang hgn, Idi chgo trong thang gieng nhu seu:
Degr Sirs,
Although the cglender says spring, the weather continues to be cold...
(Thua quy cdng ty, mac d i u Ijch tren tudng da bao la mua xuan, nhyng thdi tiit thi v i n t i i p tyc Ignh).
Hogc Idi chiJc sue khoe nhu sau:
Dear Sir,
Allow me to congratulate you on your increasing good health and well-being as the sun brightens each spring day (Thya quy ngai, cho phep tdi chue sOc khoe quy ngai va chiJc eOng ty quy ngai luon lam an thjnh vupng khi mgt trdi t i a sang V I P m i i ngay mua xuan (Keisuke Maruyama, 1999, tr 23),
cae each su dung treng phin chao diu thu, "Diu thu, chiing tdi kinh chCic cho cflng ty lam an ngay cang thjnh vupng",
"TO trydc tdi nay, chiing tdi ehju an quy cing ty r i t nhiiu" hay " 0 Nhat, mua thu da d i n va la cdy da chuyin mau" g i n nhy la mdt each b i t buie va la each diin ngOn
"cOa midng" ma ngydi Nhat che la nghi l l c i n thiit d i td sy tdn trpng ciia minh dii vdi ngudl dpc. Sau phin chao hdi xa giao nay, ngudl Nhgt mdi di vao v i n dk.
3.2.3. Phin than
Phin than dypc coi la phin quan trong trong k i t e i u cua vdn ban vl nd cd nhipm vu "triin khai d i y du d i tai-chu d i theo hydng da dypc xac djnh a phin md diu van ban" (Di$p Quang Ban, 2006. tr. 107).
Khac bipt trong viic triin khai phin than bOc thu thupng mgi giOa ngydi Nh|t va ngudi My la sy lya chpn m i hinh quy npp (inductive) hay dien dich (deductive) d i trinh bay van ban. Didn djch la each thOc, phuang phap suy ly di tO nguyen ly chung d i n k i t Iugn rieng. Quy ngp la each thuc ngupe Igi, di tO nhyng hipn typng, sy kipn rieng d i n k i t lu|ln ehung. Diiu nay xuit phat to each t y duy ma Kaplan (1966) da minh hpa trpng biiu d i sau day.
Sd d i 1. Khac bidt v i tu duy ciJa phuong Tay va phuang Odng (Kaplan, 1965)
Engiisti (Ngirtri Anli-M J) Oriental (ngirdi phirmig 9«ng)
each t y duy cua ngudi My la di thing vao v i n d i , e i n t u duy cua ngudi Nhit hay ngydi phyang Oing ndi ehung la to duy
NGUYEN THANH LAN - SU' KHAC BIET TRONG CAU TRlJC MO HINH..
xoay trdn i c , di vdng tO nhung v i n d i phy rii mdi di vao v i n d i chinh.
Theo Maira Treece (1989, tr. 90-91), cdc dogn van treng mpt bOe thu cd t h i dupc xay dyng thep md hinh hinh vin true ngdn (direct arrangement) typng dypng vdi mo hinh diln djch vd giin ngdn (indirect arrangement) tupng duang vdi mO hinh quy ngp.
Theo Maira Treece, trong van ban thu tin thuang mgi, each hinh van true ngdn thudng bat d i u bing -y chinh cua thdng dlOp qua cau chu d i (topic sentence), sau dO sO dyng cae ehi tiit, vi dy, thOng tin d i lam rd y chinh eua van ban. each s i p x i p cac dogn trong van ban theo trat t y mOc d i quan trpng giam d i n . Cach dien ngOn nay cd uu diem la de dpc, ngudi dpc hiiu ngay y cua ngudi viit la muon chuyin tai thOng tin gi. Tuy nhien, nhupc diim cua loi hanh van nay la ngydi dpc eO kha nang bd qua nhung p h i n edn Igi cug bOc thu va thdng tin qugn trpng trpng n i l dung cin chuyen tai se khong d i n dypc ngydi dpc. Chlng hgn, n i u viit theo md hinh diin djch mpt bOc thu mang tinh thuyit phye ngydi dpc (Thu chio hang, thu bin hing) hogc mdt bOc thy chuyin tgi thdng lin xlu (bad-news) nhy Thu tu chdi- refusai letters, thi hiiu qua cua vIOc xay dyng tinh thipn chl vdi ngudi dpc sd giam nhiiu.
Kieu hinh van giin ngdn ngudi viit khOng nii thing y chinh ngay tO d i u . Thudng sau khi dpc xpng ca bOc thu, ngudi dpc mdi nim dupc toan b i y ehinh vi dogn quan trpng nhit thydng dypc dgt d phin cuii cung. H/ld hinh ndy ed uu diim khiin ngudi dpc de ddng chap nhgn nhOng
thOng dIpp mang tinh thuyit phye. Diln ngdn logi nay thich hpp vdi t h i Ipgi thy thuyit phye. Hdnh van kiiu nay dypc Bhatia (1993) mO hinh hOa trong thu ban hang bang cac bude thogi (moves) li cic bipn phip tu tu nhim cp the hda cic mpc dich thdng tin liin quan din thi lopi vin bin Sy xuit hipn cua cdc bydc thogi va tinh chit dac bipt v i hinh thOc cua chung trong tOng t h i loal van ban eu t h i se giup cho ngudi dpc nhgn biit nhOng van ban dd qua khudn miu. Bhatia da minh hpa eiu triic diin ngdn eiJa t h i logi thuyit phye vdi 07 bude thogi.
(1) Tgo sy tin nhipm (estgblishing credentials).
(2) Gidi thipu (introducing the offer).
(3) Dua ra cdc khuyin tac (offering Incentives).
(4) GOi kem tdi liiu (enclosing documents).
(5) Khuyin khich phan hii (soliciting response).
(6) SO dyng chiin thugt thuc ep (using pressure tgctlcs).
(7) Kit thue Ige qugn (ending politely).
Cd t h i thiy Id ode bude thogi (1), (2), (3) (4), dypc thiit lap theo eiu true thdng tin v i tinh, thuyit phye ngudl dpc, chua phai la i ehlnh. Bude thcgi (5), (6) va (7) la clu true thdng tin hgt nhan, diin dgt j c h i d i eua bOc thu, dupe dat d cuii cing, Maira Treece cQng chia phin Ong ngudi dpc thu thanh 4 Ipgi va khuyin cao ndn sO dyng md hinh van ban tyang dypng (xem Bang 1).
Nhin Chung, ngydi My ua ehudng l i i hanh van trye ngdn vi khuyin cao nen ap dyng cho hau hit cac logi vgn ban thu tin nhy
NGUYEN T H A N H LAN - S\J KHAC B I ^ T TRONG CAU TRUC M6 HINH.,,
Bang 1, M6 hinh vdn bdn theo phdn i>ng cua ngu'6'i doc
Phdn u-ng ngu'6'i dgc
1 Ngu-t^i doc hSi Ibng v6r\ niji dung birc t h y
2 Ngu'6'i doc kh6ng hdi I6ng v6'i nOi dung bCpc thu*
3. Ngu'd'i dQC It nhi^u quan tam d4n nOi dung buc thu- 4, Ngu'6'i dgc khOng quan tSm l^m d^n nOi dung bCrc thu-
M6 hinh xdy dyng vSn bdn Tru-c ngdn (diSn d|ch}
Gian ngdn (quy ngp) T n / c ngdn (diSn djch) Gidn ngdn {quy ngp) Ngu6n: Maira Treece. 1989.
cdc logi thu- c6 ngi dung mang tinti Ige quan (positive message), thu- truydn dgt thong tin (news letters) hay trong cdc thu*
npi bO (memos). Ngu'Oi My quan ni$m r^ng, chi khi nao khong the sCr dung duK?c mo hinh hanh van tn/c ngdn, thi m&i nen su- dung cdch hanh van gidn ngon. Theo quan ni$m cua hp, kieu hanh van gidn ngon thu-ong ddi dong, t6n thoi gian vd de bj that lac thong tin.
Nguffi Nhdt thi ngu-pc lai, hg co xu hu-ong thich si> dyng mo hinh gidn ngon hen vi theo ho, each hdnh vdn tri/c ngon c6 t h i khien ngu-ai dpc cho Id c6 si^ khilm nhd dgc bl^t trong cdc thy khiiu ngi (claims), hay thu- doi np" (reminders).
Chung ta hdy so sdnh hinh thu'c diln ngdn trong 2 birc thu" sau, trong 36 ngu&i vilt nhiy ngu-b-i dpc gid'i thi#u m$t nhd phdn ph6i moi.
Cdch viet theo mo hinh quy nap cua ngu^i Nhat
Dear Mr.,
Re: Request for introduction of new distributor Allow me to congratulate you on your good health and well-being at this time. (1)
I want to express my deep appreciation for your constant and special support (2)
Seeing how healthy you were the other day and meeting again after five years have gone by filled me with nostalgia as well as encouragement. I request your continued kindness on both an official and personal basis (3)
When we met, I mentioned that our company's overall objective at this time is to increase ttie sale of home furnishings, especially our new carpet, Dukelon. in East Asia (4)
As a result of investigation and study, our company would like to establish g business relgtionship with the influential Yoshidg Trading gt this time, as a new distributor for our carpets Actually, I met and exchanged business cards with Mr. Yamadg. the Sales Depgrtment Mgnager of Yoshidg Trgding, at your party in San Frgncisco I have not, however, had any close dealings with him. (5)
This IS why I would be grateful now if you could help me by introducing my company to Manager Yamada (6)
For your information, I am enclosing my company profile, etc (7)
It IS convenient, I would like to visit you to obtain one of your business cards, which will introduce me, so I also request that you infomi me whether this would be possible or not (8) Sincerely yours
Mdu thu* (1) (Keisuke Maruyama vd cdc tiic gia khde. 1999, tr. 26).
(Kinhchdo6ng...
V l vile: nh6 gio-i thi|u nha phan phoi mi/\
Cho phdp toi chue 6ng su-c khoe va Idm 3n thanh dgt vdo thoi dilm nay. (1) T6i m u l n bdy to sy cam o-n sdu sac cOa toi d i n SM* giup do" ddc bipt va lien tge cDa quy 6ng. (2)
Du'O'c biit ong luon mgnh khoe va du'Q'c gap Igi ong sau 5 nam mang Igi cho toi s^
NGUYEN T H A N H LAN - SV KHAC BIET TRONG CAU TRUC MO HiNH.
khich le. Tdi muin dng v i n doi xO t i t vdi toi ca trong quan hp tinh cam va trong quan hp lam an. (3)
Tnrdo day, khi ehung ta ggp gd, tdi dg ndi ring muc tieu chung cue cdng ty chUng tdi vgo thdi diim nay la tang dognh s i ban hang do npi thit, dge bipt la Ipgi thgm mdi ciia ehung tdi, Dukelon, d Ddng A. (4) Qua k i t qua diiu tra va nghien cOu, cdng ty chung tdi muin thanh lgp mil quan he jam an vdi cdng ty thuang mgi Yoshidg vao thdi diim ndy. Thyc ra, tdi da ggp va trao dil danh thiip vdi dng Yamada, giam die kinh deanh ciia cdng ty thuang mgi Yoshidg, tgi bya tigc cug dng d San Francisco. Tuy nhien, tdi Igi khdng cd m i i qugn hp thdn thiit vdi dng l y . (5) Day la ly dp tgi sap tdi muin bay td sy cam kich niu dng ed the giup tdi gidi thieu cdng ty tdi vdl dng gidm d i e Yamada. (6) D i dng biit thdng tin, tdi xin dinh kem tai ligu gidi thieu v i cdng ty tdi. (7) Niu dupe, tdi se d i n tham eng d i xin dng danh thiip, diiu dd se giiip gidi thipu tdi.
Do vgy tdi muon nhd dng thdng bao cho tdi biit lieu diiu dd eo the thyc hipn dupe khdng.(8)
Kinh chao dng).
Cich viit theo md hinh dien dich cOa ngudi My
Dear Mr.,
Re: Request for introduction of new distributor First, I would like to thank you very much for your good support dunng the past time, (i) We have launched our new carpet, Dukelon, are now planning to expand our sale in Sanfransico. i, therefore, would like you to introduce me to Mr. Yamada, the Sales Manager of Yoshida Trading, (ii)
For your information, I am enclosing our sales literatures and company profile, (ill) If it is convenient, may I visit you so that I can obtain your business card, wliich will introduce me to him. Please let me know if it is possible?
(iv)
Thank you very much for your help and look forward to seeing you (v)
Miu thy (2) (Gartside. 1992, tr 42).
(Thya dng...
V i vipe: nhd gidi thieu nha phan phoi mdi D i u tien, tdi xin cam an dng v i sy ung h i Ciia dng trong thdi gian qua
Hipn nay, chiing tdi mdi tung ra mpt logi tham mdi, logi Dukelon, va du tinh md rdng hegt dpng kinh doanh p San Francisco. Tdi Iiy lam biit an niu dng cd the gidi thieu tdi vdi dng Yamada, giam die kinh deanh ciia cdng ty thuang mgi Yoshidg.
De dng biit them chi tiit, tdi xin gOi kem theo cac tai lipu chao hdng va thdng tin v i cong ty chiing tdi.
Niu dng thiy tipn, lipu tdi cd t h i d i n tham dng d i xin dng danh thiip, diiu dd giiip gidi thieu tdi vdi dng Yamada. Xin dng eho biet lipu vipe nay cd t h i thyc hipn dupc khdng?).
Cam an v i sy giiip dp ciia dng va meng g j p lai dng).
Ngoai sy khae bi$t trong vi^c triin khai cau, trong m^t d i 10 trong mit cau giOa hai bOc thy tren, chung ta thiy rang, cac bude thpgi (2, 3) trong bOc thu thO 1 cua ngudi Nhgt la nhung dogn khdng qugn trpng Igi dupe dgt len phin diu, r i i mpi d i n phin chinh la cae bydc thogi (4, 5, 7, 8). Trong khi ngypi My dya ludn bude thegi (ii), Id
NGUYEN THANH LAN - SI/ KHAC BlfT TRONG CAU TROC MO HINH...
dpgn qugn trpng nhit Idn phin d i u , eae chi tiit edn lgl dupe hp trinh bay trong cac bude thogi (ill) vi (iv) d phin dudi.
3.2.4. Phin k i t
Phin k i t ciia mdt van ban thudng dupc xdy dyng theo hudng sau.
- Diim khai quat toan bd npi dung ciia phin than mdt each ed I n typng - Neu bgt nhOng k i t qua tim tdi, khao sat, nghien cOu ma ngudi thyc hipn van ban da kham pha dypc.
- Mp ra nhOng phyang di$n, nhOng d i l tupng, nhyng each thOe... xem xdt khac ed quan hp va ed tac dung tich eye d i i vdi vipe nghidn cOu d i tai-chu d i duac neu trong van ban (Dipp Quang Ban, 2006. tr.
108).
d. Trong van ban thu tin thuang mgi theo van hdg My, phin k i t thudng dupe xay dyng theo mpt trong ba hudng nhy sau.
Ndi v i mpt hanh dpng trpng tuang lai (projecting future).
Vi du: I've look fonvard to receiving your eariy offer (Chiing tdi mong sdm nhgn dupe ehde hang cug dng).
Dug ra mpt k i t thiic lgo quan (positive ending).
Vidy:
We trust that this order will lead to our better business relationship in the future (Chiing tdi tin ring dan d^t hang nay se d i n d i n mii quan hp lam an t i t dpp han trnng tuang lai).
Dua ra mpt k i t thiic tieu cyc (negative ending)
Vidy:
Fa///ng (o settle this claim lo our satisfaction, the matter will be referred to ariiitration (Neu khiiu ngi nay khdng dypc
gigi quyit thog mgn chung tdi, v i n d i se dupe ehuyin che trpng tai giai quyit).
b. Phin k i t cua ngudi Nhgt thi thudng xay dyng theo mdt treng b i n each nhu sau.
Xin l i i vl da viit thu (Apologizing for a written communication).
each viit nay dupc sO dyng treng trydng hpp chii d i trong bOc thu le ra phai dupc trao d i i tryc dipn (face-to-face) vdi ngudi dpe.
/ am first putting this request in writing (Toi xin l i i vl da viit trydc d i nghj nay va se trao d i l vdl dng).
Xin l i i vi da dua ra thdng tin gip (Apologizing for haste).
each k i t thiic nay sO dyng trong trydng hpp ngydi viit le ra phai thdng tin sdm han cho ngydi dpe.
Vidy:
/ hasten to write this (Tdi xin Idi vi da viet vpi bOe thy nay)
Chlic sue khde va mpng muin hpp tac trong tuang lai (Expressing hopes for health and active participation in the future).
Vidy:
/ extend to you my greeting through this letter (Tii xin bay td Idi chue i n g sOc khoe va thanh dgt qug la thu nay).
Tai blit (Postscript)
0|ie bi$t, trong m i t s i bOe thy, phin tai but (P.S) dupe ngydi Nhat them van phin k i t n i u thiy cdn van d i trao doi.
Vidy:
PS; Vou may have already seen these, but I am enclosing catalogues of our products for your reference (Ong e i t h i ti hiiu nhOng v i n de nay, nhung tdi xin giii kdm theo day eat ta Id eho cae san phlnt cua ehung tdi d i dng tham khao).
NGUYEN T H A N H LAN - SU KHAC BIET TRONG CAU TROC MO HINH .
Khi Viet thu cho ngydi Nhgt, ngudi viit cin xdy dyng md hinh quy ngp cho h i u hit cac van bgn thu tin tren nguyen tic:
- Phin d i u van bgn; Dya ra Idi chao hdi, nghi l i .
- Phin than van ban: Dya ra nhOng y triin khai, d i n d i t vao ehu d i , de tai. Phin chu di, d i tai dupe dgt d dogn cuii.
- Phin k i t ciia van ban: Thudng dua ra mpt cau k i t Ige quan.
4. KfT LUAN
Trong mdi trypng giao tiip kinh doanh da van hda hidn nay, ngypi tham gia giao tiip cin nhgn thOe dypc t i m quan trpng cOa sy khac bipt v i van hda d i dua ra cac nguyen tic, chiin lupc phCi hpp. B i dgt dypc diiu nay, c i n phgi b i sung v i n d i van hda trong ngdn ngO vdo chuang trinh giang dgy mdn thy tin thuang mai tiing Anh tgi cae tnrdng dgi hpc. N i u ehi ap di,ing eae tai lipu cua Anh-My d i giang dgy cho sinh vien va do ludng hipu qua giang day bing kiin thuc tiing Anh cua sinh vien la chya dii, d i n den khd khan trong giao tiip kinh deanh da vdn hda hipn nay. •
TAI LIEU THAM KHAO
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3. Gartside, L 1992. Model Business Letters.
Longman: Pitman Publishing
4 Hall, E. T 1966. The Hidden Dimension.
Garden City. NY: Doubleday
6. Halliday, M.A.K. 1986. Spoken and Written Language. Oxford: Oxford University Press.
6. Hofstede, G. 1991. London: From Cuitums and Organizations. McGraw-Hill Book Company.
7. Howard Wilson. 1988. ABC Business Letters. Tokyo: Kenekyusha.
8. Kaplan, Robert B. 1966 Cultural Thought Patterns in Inter-Cultural Education. Language Leaming 16.
9. Kazuo Nishiyama. 2005. Doing Business with Japan. 2000. University of Hawaii Press.
10. Keisuke Maruyama, Mami Doi, Yuko Igucara, Kazuico Kuwabara, Masahiro Omama, Tasuya Yasui, Ryuko Yokosuka.
1999. Writing Business Letters in Japanese.
Tokyo: The Japan Times.
11. Krisan, "Buddy", A.C, Patricia Merrcier, Carrol Lason Jones, 2007. Business Communication. Sixth edition. Thomson South-Western.
12. Raymon.V, Leslkar, Marrie E. Flatley- Kathryn Rents. 2008. Business Communication- Making Connections in a Digital Worid.
Eleventh edition. McGraw-Hill Inwin.
13. Sattenwhite, L. Marilyn Judith Olson-Sutton.
2007. Business Communication at Wori<.
Third edition. McGraw-Hill Intemational Edition 14. Treece, Maira. 1989, Communication for Business and the Profession. Fourth Edition.
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