China Should Preserve Cultural Identity in Cross-Cultural CommunicationAbstract: Globalization can benefit human beings, but can also lead to more clashes between different civilizations. Cultural crisis has been aroused in so many countries. So does China. This paper is going to explain what China should do towards cultural identity in cross-cultural communication from three aspects. The first one is that China should be more cautious when face the impact of foreign culture. As for foreign culture, we should take the essence and discard the dregs. The second one is that China should strengthen our cultural identity to make our country stand in the nations of the world. The last one is that we should pay more attention to our own traditional Chinese culture preserve it instantly. There is no time to delay to protect our culture and keep our culture identity. Some phenomena about the impact of the foreign culture in China and the current situation of traditional Chiese culture will be showed to state the fact and the problems. Key words: globalization; cultural identity; foreign culture; traditional Chinese cultureIn the environment of globalization, we should treat the foreign culture cautiously and continue to preserve our cultural identity unswervingly. By doing this, we can stand strong in the global competition. But what is cultural identity? Cultural identity is the identity of a group or a culture or of an individual as far as one is influenced by ones belonging to a group or a culture. The formation of one nations cultural identity needs a long period of time. During this period, people share a same history, religion, values, culture, language, forefather and custom, etc. They regard the most meaningful things, such as culture, as their most important things. That is cultural identity. As for foreign culture, we should take the essence and discard the dregs. There is an ancient Chinese adage said haste makes waste. When the McDonalds first entered the Chinese market, it brought fast-food culture. This culture let people just pursue the speed but ignore the connotation. People now eat nonnutritive fast food, read abridged version of the famous work, and participate in the crash course in order to improve themselves in a really short time. All these are bad for people mentally and physically. On the other hand, there is no doubt that McDonalds represents the business model that China has never developed before. It has been modernizing and democratizing China. McDonalds has been bringing China its franchise model that combines and compromises centralization with decentralization, and individual property with collective property. It can let its members share the risks and returns from the discovery and exploitation of new business opportunities. These are missing from the Chinas old collective enterprises and communes.The philosophy professor Zhao Xiuyi has said that the intention of western utilitarianism contains two principles-the principle of utility and the principle of justice(陆). The utilitarianism has advantages and disadvantages. On the one hand, we should give a play to its incentive mechanism which advocates interest-driven. On the other hand, we should restrain the negative effects of its principle of utility which can make students values change in a wrong way. The growing market economy is continually deconstructing our traditional value system. But a new value system is unformed yet. Facing the trend of western utilitarianism, the public have absorbed so many positive ideas, such as the principle of utility, practicality. Facing the surging tide of marketability, science and technology, information and the globalization, modern people become more and more practical and materializing. They just highlight the principle of utility, but ignore the principle of justice. What people know about utilitarianism gradually incline to the pursuit of material gain. Under such circumstances, the undergraduate students are affected by the utilitarianism inevitably. Their values change adversely. For example, there is a phenomenon that some college students lust after being a student leader. This used to be good. However, there appears a utilitarian tendency in job hunting of university graduates in face of severe competition. When they find that some enterprises and institutions appreciate the university graduates who were student leaders before, they change their mind. They seem to forget that being a student leader is to toughen ego once, raising a fair show of ego. What they care about now is not improving their ability and quality, but they can get a job more easily by doing this. The Hundred Days Reform was a cultural, political and educational reform movement in late Qing Dynasty China. It was undertaken by the young Guangxu Emperor and his supporters. Kang Yuwei and Liang Qichao brought the constitutional monarchy into China at that time. They said to Guangxu that only polit