礼仪在商务谈判中的作用【毕业论文】【整理版】.doc

（20_ _届）本科毕业设计英语礼仪在商务谈判中的作用Functions of Etiquette in Business Negotiations摘要商务礼仪是在商务活动中体现相互尊重的行为准则。商务礼仪的核心是一种行为的准则，用来约束我们日常商务活动的方方面面。商务礼仪的核心作用是为了体现人与人之间的相互尊重。它是商务活动中对人的仪容仪表和言谈举止的普遍要求。在日趋激烈的世界市场竞争中，要赢得国际商务工作的优胜地位，除了拥有价廉物美的产品之外，国际商务谈判是决定企业国际贸易成败的关键，而礼仪在商务谈判中占有重要地位，具有不可替代的作用，有效地使用商务礼仪有助于谈判的顺利进行。本文简单介绍了商务礼仪的形式及礼仪在商务谈判中的作用，提高谈判过程中的礼仪意识，有助于提高谈判效率，取得理想的效果。关键字: 商务礼仪；商务谈判AbstractBusiness etiquette reflects the mutual respect and a code of conduct in business activities. The core of business is a rule of behavior. It is used to bind us in all aspects of daily business activities. Its role is to reflect the mutual respect among people. It is the universal requirement on peoples appearance and behavior in business activities. In an increasingly competitive world, in order to win the status of international work, negotiation is important to the success of international business. In addition to having a cheap and good products, etiquette in business occupies an important position and has played an irreplaceable role. Effective use of business etiquette can help the negotiations proceed smoothly. This paper has briefly introduced the forms of etiquette and their roles in business negotiations. The improvement of the sense of etiquette in the process of business negotiation will certainly contribute to the negotiation efficiency thus achieving a satisfactory effect.Keywords: business etiquette; business negotiationContents 中文摘要.Abstract1 Introduction12 The Forms of Etiquette in Business Negotiation22.1 Dress Match22.2 General Greeting Manners22.3 Negotiation Etiquette32.4 Shaking Hands Etiquette33 The Functions of Etiquette in Business Negotiation43.1 Improving Friendship of Negotiators43.2 Building up Good Relationship53.2.1 Relaxed and Harmonious Environment63.2.2 Soft Words63.3 Improving the Manner of Negotiators84. The Improvement of Etiquette Manners in the Business Negotiation94. 1 Respect for Customs and Taboos94.2 Improvement of Negotiating Style94. 3 Compliance and Trustworthy104. 4 Appropriateness in Speech Acts10Conclusion11Bibliography12Acknowledgements121 IntroductionIn the era of rapid economic development, international negotiation has become increasingly important, in which the etiquette plays an irreplaceable role. Therefore, as business negotiators, they must understand the etiquette and the cultural differences, and then understand which kinds of basic manners in the business negotiations should be mastered and put into practice. Business negotiation is not only a science, but also an art (Li Bo, 2006). An excellent negotiator requires not only proficiency in professional knowledge, master sociology, psychology, linguistics and other areas of knowledge, but also has the knowledge of etiquettes and skills in the negotiations in order to achieve a successful business activity. Etiquette is an ethically and socially acceptable behavior regarding professional practice and action among the members of negotiation in their dealings with each other（Li Xingming, 1994）.In recent years, more and more scholars have made studies of differences in etiquettes among different cultures. As a result, a better understanding of the forms and the functions of etiquettes is of great significance to the business negotiations among different countries for the purpose of deepening the sense of etiquette in international business activities as well as intercultural communication.This paper can be divided into five parts. Chapter one severs as an introduction, which states the main idea of this paper. Chapter two focuses on the forms of etiquette in business negotiation, such as dress match, general greeting manners, negotiation etiquette and shaking hands etiquette. Chapter three focuses on the functions of etiquette in business negotiation, such as improving friendship of negotiation, building up good relationship, improving the manner of negotiators and improving negotiation efficiency. Chapter four focuses on the improvement of etiquette manners in the business negotiation, such as respect for customs and taboos, improvement of negotiation style, compliance and trustworthy and appropriateness in speech acts. Chapter five severs as the conclusion. 2 The Forms of Etiquette in Business Negotiation2.1 Dress MatchDress Etiquette is the most basic etiquette in international business negotiations. Dressing decent clothes not only shows your individuals image but also shows your esteem to others. International business negotiations require people to dress formally and traditionally, elegantly. Dress has always been the most important business regulation and clothing is the key to a successful businessman（Ann Marie Sabath, 2002）. For example, In Japan, males traditionally wear conservative suits, typically in blue or gray, with a white shirt and dark tie. Suits are still conservative in medium-size and larger Japanese companies and government offices, but pastel shirts are now common. Pastel shirts, and some even more colorful versions, are rapidly becoming common in Japans business world. The negotiators are expected to take their shoes off in some local restaurants. Consequently, its a good idea to wear slip-on shoes, since they can be taken off easily. In America, how the negotiators dress depends on the nature of the work. Financial officers usually wear suit and tie. Dress codes in the IT sector are very casual. Its best to ask before negotiating. Americans are generally modified with neat, decent clothes and they like Europe designers design very much (Donald, W. Hendon, Rebecca Angels Hendon & Paul Herb, 1996).In Germany, dress in corporate business and banking is generally formal, with dark and conservative suits for both men and women. Otherwise, business dress is relatively casual. Suits are seldom worn by clerks and other office staff, standard dress for only managers at the upper levels. For instance, in banks, males tend to be more formally dressed than their female co-workers. Women should avoid excessively ornate jewelry or items of conspicuous wealth. 2.2 General Greeting Manners Introduction is the formal presentation from person to person, in which people get to know each other and establish relationship with each other. The first impression is very important. The proper introduction can be a good beginning for the further negotiation. In general, the chairman of the two sides will introduce their group members. There are two basic rules in negotiations.(1) A young person is always introduced to an older person.(2) A less important person is always introduced to a more important person.For the titles, there are “Mr.”, “Mrs.”, and “Miss”. In China, some people like to use the title “Tongzhi” which is translated into English “Comrade”, which means “homosexuality” in some western countries. The use of “comrade” should be prohibited.Once the negotiators are introduced, they will attract others attention. So, to respond properly is important. Firstly, stand up, at least to show your intention to do so. No matter you are lady or gentleman, you should follow this rule. Secondly, approach and look at the other person with smile to show respect to the other party. Thirdly, shake hands to show your trust and respect, which is also a way to send your greetings.2.3 Negotiation EtiquetteThe process of business negotiation is actually a process of discussion. Any successful negotiation is the result of the two sides discussion, which has its own etiquette. Thus complying with the etiquette is a key factor of successful negotiation. Negotiators need to treasure the etiquette of discussion during the business negotiation（Martin Jeanette, 2006）.Negotiators should use the civilized language to communicate with each other during the business negotiation. Civilized conversation is not only a respect for the counterpart opponent, but also shows their own good qualities. Besides, negotiators should have a legible pronunciation in expressing their views. And they can be conscious to change the tone to help the opponent have a clear understanding to their views. Moreover, it is necessary for negotiators to listen patiently. When the counterpart is stating the views, negotiators should nod occasionally or give timely affirmation. Listening not only does good to gathering information and have a better understanding to the opponent, but also shows the respect to the counterpart.Negotiators should be good at the asking questions. On the international business negotiations, the questions are inevitable. But when asking the questions, we must pay attention to etiquette. If the counterpart can not answer the questions at a moment or they are unwilling to answer the questions, negotiators should temporarily put this question aside to alleviate the embarrassment of the counterpart.2.4 Shaking Hands EtiquetteShaking hands is an expression of mutual trust and respect, and its a way to send greetings in business negotiations. Shaking hands politely and properly is very important because it has a strong connection with the image of person and company, even the success of the negotiation.The strength of hand-shaking For Chinese, they always shake hands with others lightly for at the first time. But for the European and American, they prefer to shake hands heavily, for they consider that shaking hands too light is to show weakness and lack of confidence.It seems that Chinese in foreign relations needs to know a foreign culture etiquette, while foreigners should have a master of Chinese culture and etiquette, otherwise it may have created a misunderstanding（Liu Baiyu, 2008）.The order of hand-shaking It is suggested that lady would extend hand first and gentleman.If a lady does not actively extend her hands, man should not extend his hand either. Likewise man should also not extend hands in front of the elders and leaders, at the same time, before they dont reach out their hands in advance（Cao Haowen, 2003）.When shaking hand, one should look at the others eyes and have a smile to show greetings. But in some countries, people dont shake hands at the meeting. In Japan, people prefer to have a bow, in Thailand, people prefer to hold their palms together in front, and in France, people prefer to have a kiss meeting.The taboos of hand-shakingMany countries and their ethnic cultural backgrounds are different, which causes differences in customs. To make business activities successful one must follow “do as the Romans do”. Attention should be paid to the following taboos when shaking hands, especially with Arabians or Indians, because in their view the left hand is unclean. One is not allowed to when shaking hands extend left hand. One is not allowed to shake hands with gloves or sunglasses. One is not allowed to shake hands with the other people when putting the other hand in the pocket. One is not allowed to shake hands, by taking others hands, pulling them up pushing or shaking endlessly. 3 The Functions of Etiquette in Business Negotiation 3.1 Improving Friendship of NegotiatorsThe international business negotiators should obey the international negotiations etiquette (Jin Zhengkun, 1998). Though good etiquette is not a decisive factor in the final negotiations, it has an important influence on the outcome of the negotiation.In business negotiations, both sides should maintain their own economic interests, otherwise conflicts will inevitably occur. When the two sides are in trouble, it must be note that, etiquette norm, with communication through the understanding to identify mutually acceptable solution, will establish friendship with a long-term partner. Even if the transactions fail, due to honesty and rituals, the two sides will be looking for other avenues of cooperation. Business negotiations are conducted between people, so the negotiation process is an interpersonal process. Interpersonal relationships play a very suitable role in negotiations. The low level of morality, decency and self-cultivation of poor business, is no credibility to speak of, and difficult to be successful in shopping malls. But if honesty, respecting each other with the feelings of harmony, will do good to the negotiations to achieve the desired results. Even if there is no cooperation in the end, it can promote friendship between the two sides, in order to lay the foundation of future co-operation. Therefore, in the negotiation process, people should always attach great importance to etiquette（Liu Wenguang, 2006）.To use etiquette can make personal business activities in confidence. Its biggest advantage is to help people regulate the business activities of each other, to better express their respect to exchange object, admiration, friendship and goodwill, enhancing mutual understanding and trust between them. If people do so, in the long run, they will create harmonious and perfect relationships.3.2 Building up Good RelationshipBusiness etiquette is able to maintain and beautify the image of the corporation. In the international business negotiation, negotiators image represents the companys image, so more attention must be paid to the design of the negotiators image. During the negotiations, the first thing that catches the eyes of counterpart is the personal image of the negotiator. The perfect personal image can leave the opposite a good first impression. Thus, negotiators are easily to win the trust of the counterpart. And this will lay a solid foundation for both sides in the following negotiation. For enterprise, business etiquette is the means of promoting corporate culture, showing charisma and enhancing the cohesion of organization, which plays an important role in the development of enterprise (Yu Zhongxian Li Rongjian, 2007). In a relaxed and harmonious atmosphere in the negotiations, it will naturally reduce the distance between the two sides, and find it mutually acceptable to each other. In case of self-introduction, one should speak out the word clearly, raise the voice appropriately with eyes looking at each other to show respect for each other. If the other party is a foreigner, one must pay attention to their national culture, and different etiquette. 3.2.1 Relaxed and Harmonious EnvironmentA good atmosphere for negotiations, first of all depends on the relaxed and harmonious environment. In a relaxed and atmosphere if one uses the pleasant voices to introduce himself to each other or self-introduction and to talk about a number of topics of mutual interest, it will create an initial impression of harmony, before negotiation （Yi Kaigang, 2006）.In business negotiations pragmatic behavior, negotiators humorous language can make serious tensions easy to accept, Thus making negotiation atmosphere immediately warming up, even in the argument or fierce competition in the bargain. Humorous words can also extremely beneficial to fallacy. Right from wrong, convince each other. It can be said that humorous pragmatic functions can create a good atmosphere, transfer negotiations feelings, make negotiators get enjoyment psychologically improve the efficiency of the negotiations, so as to make complex negotiation activities in the pleasant atmosphere smoothly (Weilaizhizhou, 2005). For example, 1) I m of the opinion that our meeting is fruitful. But there is only one point that I feel disappointed (pause). What I feel disappointed is that there is no single issue at all that needs debating between us.In fact, in business negotiations, humorous pragmatic strategies reflect the negotiators elegance and intelligence, with high cultural and strong ability of language.3.2.2 Soft WordsIn business negotiations, to speak and smile with a soft warm tone and a medium volume slowly will make people feel relaxed. Soft words in business negotiations make each other feel happy and feel that you are friendly to him, so it is good to create a favorable environment for the negotiations.Implication and euphemismSome words in business negotiation, though correct, make the other side feel unacceptable, which cant be a good result to negotiations. Pragmatic strategy like in placation and euphemism make a person know its underlying meaning.2) I agree with most of what you said. In this example, the underlying meaning of the sentence is “There is something in what you said that I can not agree with. “This is a euphemism negative strategy. In business negotiations under the environment of such kind can be applied with the strategy.If encountering a confidential occasion where it is not suitable to express the idea directly, one can use implication and euphemism strategy with indirect expression. This could keep both faces, avoid positive conflict, and build up a friendly atmosphere.Fuzzy pragmatic strategyThe application of fuzzy pragmatic strategy in business negotiations makes the language more flexibility to avoid being too certain, leaving the necessary room for negotiators.3) I am afraid that the proposal you put forward just now isnt up too much. Your presentation makes me feel a little tooyou know what I mean.In this example, “isnt up too much, you know what I mean” is fuzzy language, deeply meaningful, leaving the flexibility for people to think.4) I m sure you will find our price most favorable. Elsewhere prices for hardware have gone up tremendously in recent years. Our prices havent changed much. Fuzzy pragmatic strategy can transfer enough information at a cow cost and help people to judge and process efficiently.5) Our business policy is very clear, and our enterprise credit is also known to all. In this example negotiators under the con