全球化给企业带来了机遇,也带来了挑战,由于文化差异,造成许多企业处于被动局面,因此从跨文化角度加强提高企业的跨文化交际能力,可以增强企业的市场竟争力。我们应该采取一种客观的、宽容的态度对待异国文化,避免用我们自己的文化、道德、价值观作为标准去衡量、评判异国文化,避免拒绝任何异国文化的狭隘的态度;同时又要避免盲目的追随、模仿异国文化;而应该坚持自己的优秀文化传统,比较两种文化的异同,使自己在跨文化交际中能恰当地、得体地进行交际。应对办法的建议。 Globalization has brought opportunities and challenges to enterprises. Due to cultural differences, many enterprises are in a passive situation. Therefore, enhancing cross-cultural intercultural competence from an intercultural perspective can enhance the market competitiveness of enterprises. We should adopt an objective and tolerant attitude toward exotic cultures and avoid using our own culture, morality and values ​​as criteria to measure and judge the exotic culture and avoid rejecting the narrow attitude of any exotic culture. At the same time, we must avoid blind Follow and imitate the foreign culture. Instead, we should stick to our own excellent cultural tradition and compare the similarities and differences between the two cultures so that we can properly and appropriately communicate with each other in intercultural communication. Suggested solutions.