Abstract: Under the guidance of the theories of high context and low context language, direct speech and euphemism, non-verbal communication and cultural migration, and based on the results of previous studies of cross-cultural communication and two cases, including the failure of European Disneyland project and Shenzhen Zaotech Co.,Ltd., this paper analyzes the problems of cross-cultural communication in multinational corporations in a rational way, which include obstacles to verbal communication, cultural differences and cultural stereotypes. Finally the concrete measures are put forward to promote cross-cultural communication effectively, such as understanding and respecting cultural differences, eliminating cultural prejudices, improving language skills and applying different communication styles.

Key words: cross-cultural communication; problems; measures

CONTENTS

Abstract

摘要：

1. Introduction ...1

2. Theoretical Basis  ..2

2.1 High Context and Low Context Language

2.2 Direct Speech and Euphemism

2.3 Non-verbal Communication

2.4 Cultural Migration

3. Problems in Cross-Cultural Communication in Multinational Corporations4

3.1 Obstacles to Verbal Communication

3.2 Cultural Differences

3.3 Cultural Stereotypes

4. Advice on Promoting Effective Cross-Cultural Communication  .7

4.1 Understanding and Respecting Cultural Differences

4.2 Eliminating Cultural Prejudices

4.3 Improving Language Skills

4.4 Applying Different Communication Styles

5. Conclusion ..9

Bibliography...10

Acknowledgments..12