中文摘要：作為日常生活中經常出現的一種語言行為，道歉一直是語言學所研究和討論的焦點之一。但目前的研究更多的是針對于個人道歉，對于企業道歉卻較少涉及。企業道歉文本作為一種商業文本，其有助于企業緩和危機和重塑形象。本文從語步和策略分析、高低語境、個人主義與集體主義的角度出發，選取近兩年的中美企業公開道歉文本作為研究對象進行對比分析。研究從道歉文本的語步結構特征和策略選擇兩方面進行，從兩者的異同點中總結并分析得出造成此類差異的文化因素。同時，在分析兩國道歉文本和文化差異的基礎上，本文也為中美企業解決危機事件提出了一些建議。

關鍵詞：企業道歉；語步和策略分析；文化差異

Contents

Abstract

中文摘要

Chapter 1-Introduction-1

1.1-Background of the Research-1

1.2-Purpose and Significance of the Research-1

1.3-Structure of the Research-1

Chapter 2-Literature Review-3

2.1-Previous Studies on Apologies-3

2.1.1-Previous Studies on Cross-Cultural Apologies-3

2.1.2-Previous Studies on Corporate Apologies-4

2.2-Previous studies on Genre Analysis-5

2.3-Image Restoration Theory-6

Chapter 3-Research Method-8

3.1-Research Questions-8

3.2-Research Subjects-8

3.2.1-Chinese Corporates Apologies (CCA)-8

3.2.2-American Corporates Apologies (ACA)-8

3.3-Method of Analysis: "Move" and "Strategy"-9

3.4-Summary-9

Chapter 4-Specific Description and Analysis of Each Move in ACA and CCA-10

4.1-Move 1: Extending Explicit Apologies-10

4.2-Move 2: Giving Accounts-11

4.3-Move 3: Acknowledging Responsibilities-13

4.4-Move 4: Repairing Image-14

Chapter 5-Cultural Differences Within the Move Structure Between ACA and CCA-17

5.1-The Frequency of Moves-17

5.2-The Distribution of Moves-17

5.2.1-The Analysis of the Position of Moves-18

5.2.2-The New Features in the Age of the Internet-18

5.3-The Cultural Differences Between ACA and CCA-19

5.3.1-High-content Versus Low-context-19

5.3.2-Individualism Versus Collectivism-20

5.4-Suggestions for Companies-21

5.4.1-Suggestions for Chinese Companies-22

5.4.2-Suggestions for American Companies-23

5.5-Summary-24

Chapter 6-Conclusion-25

6.1-Findings of This Study-25

6.1.1-The Differences in Moves and Strategies Structure-25

6.1.2-The Cultural Differences-25

6.1.3-Suggestions for Companies-26

6.2-Limitations and Further Research Suggestions-26

Note-27

References-28

Appendix I-30

Appendix II-32

Acknowledgment-