The Study of Cross-cultural Business Communication in the Context of Global Economic Change

In the context of global economic change, we are forced to rethink our economic role in human culture around the world. Our understanding of the relationship between economics and cultures, and the fact that cultural tensions are caused by economic transformations, is key to our understanding of intercultural communication in the business environment. With the deepening of China's "Belt and Road" initiative and the deepening of globalization, the frequency of cross-cultural business communication is increasing. At the same time, cultural clashes and cultural identity crises also arise, which are directly related to the success or failure of business cooperation. Based on the cultural identity of cross-cultural business actors, this paper strives to establish a new research framework for cross-cultural business communication, so as to further enrich and develop the theory of cross-cultural business communication. The study of cross-cultural business communication from the perspective of cultural identity is a new perspective with a broad research space. This is of great practical significance for enriching the theoretical construction of cross-cultural business communication and guiding the practice of cross-cultural business communication. The correct selection and construction of cultural identity in cross-cultural business communication can effectively avoid problems and conflicts in the process of business communication and improve the success rate of cross-cultural business communication.