礼貌策略在国际商务谈判中的运用学位论文.docx
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礼貌策略在国际商务谈判中的运用学位论文
中文摘要
商务谈判是利益双方为了共同利益达成协议的一种过程,本质上是一种言语交际活动。
从某种程度上说,和谐、友好、合作的谈判环境能够使的谈判有效地进行,而有效的谈判则能够从语言使用艺术上获得。
因此,谈判双方应选择恰当的语言技巧和策略。
其中,礼貌策略在商务谈判中应用极为广泛,也是一种行之有效的办法。
本文试分析商务谈判的语言特征,并从商务谈判的例子中分析礼貌策略的合理运用及恰当表达方式,从而得出礼貌语言策略能够增加谈判者之间的信任度,提供谈判中的自觉性,增加谈判成功的机会。
关键词:
国际商务谈判;礼貌策略;语用策略
Contents
Abstracti
摘要ii
1.IntroductionandLiteratureReview1
1.1Introduction1
1.2Literaturereview1
2.LanguageFeaturesofBusinessNegotiationandtheDefinitionofPoliteness3
2.1Languagefeaturesofbusinessnegotiation3
2.1.1Idiomaticandprofessionalterms3
2.1.2Abundantusesofpolitelanguages3
2.1.3Vaguelanguages4
2.2Thedefinitionofpoliteness4
3.PolitenessPrincipleasaStrategyinInternationalBusinessNegotiation6
3.1Politenessprinciple(PP)andrelevanttheories6
3.1.1Leech’spolitenessprinciple6
3.1.2Sixmaximsofpolitenessprinciple6
3.2Politenessstrategies7
3.2.1Positivepolitenessstrategy7
3.2.2Negativepolitenessstrategy7
3.3Thefunctionsofpolitenessstrategyininternationalbusinessnegotiation8
3.3.1Thebenefitoffacemaintenance8
3.3.2Thebenefitofcooperativerelations8
3.3.3Thebenefitofestablishmentofharmoniousnegotiationatmosphere8
3.3.4Thebenefitofstrategyadaptations9
3.3.5Thebenefitofone’sowninterestsmaintenance9
4.ApplicationofPolitenessStrategyinInternationalBusinessNegotiation10
4.1Applicationoftactmaxim10
4.2Applicationofgenerositymaxim12
4.3Applicationofhumorousexpressions13
4.4Applicationofeuphemisticexpressions14
4.5Applicationofpersuasiveexpressions15
5.Conclusion17
Note18
Bibliography19
Acknowledgements20
1.IntroductionandLiteratureReview
1.1Introduction
Withthedevelopmentofglobalization,tradeswithothercountriesbecomemoreandmorefrequentthaneverbefore.Awin-winsituationisthemostdesiredonethatbothpartieswithcommonandconflictinginterestspursue.Inbusiness,itismostlythroughnegotiationsthatbothpartiesbridgethedifferenceandreachafairandmutuallysatisfactorydeal.
Businessnegotiationplaysafundamentalroleinatransactionbecausenegotiatorsneedtonegotiatewitheachotherbeforesigningacontract.Ifanegotiatorisonlyfamiliarwiththeknowledgeintrade,thenhe/shemightnotbeabletodealwithtransactionsuccessfully.Butifhe/sheknowsandutilizessomepragmaticstrategies,thebusinessactivitieswillproceedsmoothlyandleadtowhatisdesiredandexpected.
Politeness,asocialphenomenon,touchesuponeveryaspectoflife.Accordingtopolitenesstheory,politenessservestobothreflectandregulatesocialdistance(Brown&Levison,1987).
Sincebusinessnegotiationisnotonlyacomplexhumanactivitybutalsoaprocessinwhichatleasttwoormorepartieswithcommonandconflictingintereststrytoreachanagreementofmutualbenefits,itisofgreatvaluetousepolitestrategyinbusinessnegotiation,whichnotonlyestablishesandmaintainsbutimprovesthesocialrelationshipwitheachother.Onlyinthiswaycanbothpartiesestablishandmaintainaharmonious,friendlyandcooperativeatmospherewithsomeappropriate,efficientandeffectivestrategies.Amongthem,politenessstrategyisthemostcommonlyusedonethatcontributestoasuccessfulbusinessnegotiation.
Notonlydoesthethesisfocusonthelanguagefeaturesofbusinessnegotiation,thetheoryofpolitenessprincipleanditsmaximsandthepolitenessstrategy,butalsoemphasizehowtousepolitenessstrategyininternationalbusinessnegotiation,especiallywiththeuseofabundantexamples.
1.2LiteratureReview
Businessnegotiationisakindofeconomicactivitywhichisessentiallythroughthecarrieroflanguagedrivenbyinterests.Asthestartingpointofeconomicactivities,negotiationplaysasignificantroleinsuccessfultransactions.However,peopleinrealcommunicationoftendonotkeepthem,evenintentionallyviolatethecooperativeprinciple(Grice,1975).Inordertosolvethisphenomenon,agreatamountofscholarshadspentagreatdealoftimeinstudyingitathomeandabroad.Belowaresomefamousscholarswhomakegreatcontributiontothesuccessofbusinessnegotiationfromthepragmaticangles.
TheEnglishscholar,Leechadvancestheuseoflanguageaboutcourtesyproblem.Astothepragmaticstudyaboutpoliteness,Leech(1983)putsforwardanotherpragmaticprinciple--thePolitenessPrinciple(PP)fromanglesofrhetoricandstyleonthebasisofGrice’scooperationprinciple.Heholdstheideathatit’sverycommonthatthemisuseoflanguageorrudenessormisunderstandingcausedbyignoranceofothersexistsincommunication,whereas,politenessthroughlanguagedoesisthemostcommonlyusedmethodandthemostimportantpragmaticprincipleinsuccessfulcommunication.
HeZiran(1988),thedomesticscholar,alsoholdsthatpolitelanguageisactuallyapragmaticstrategy.XuChenghuan(1902)thinksthatpolitelanguageistheleveragethatlanguagecommunicationmayinvolveparties,whichplaystheroleinadjustingpersonalrelationships.ThisissimilartotheideaofLakoffthatthepolitelanguageamongpeopleisamethodofreducingfrictionwhencommunicating.Whereas,professorRanYongping(2007)regardsthatpolitenessisanexpectationassociatedwiththemostoptimalrelevanceeffect,anditistheresultofunderstandingfromacognitive-pragmaticperspectiveofpolitenessandlanguagechoice.What’smore,heholdsthatlanguage,intheformofitself,doesnotexistinpoliteproblems.Politenessprincipleisthatinthesameotherconditions,minimizingtheexpressionofimpolitebeliefs(HeZhaoxiong,2000:
164-165).
2.LanguageFeaturesofBusinessNegotiationandtheDefinitionofPoliteness
2.1LanguageFeaturesofBusinessNegotiation
2.1.1IdiomaticandProfessionalTerms
Thereisaseriesofidiomaticandprofessionaltermsinbusinessnegotiation.Generallyspeaking,differenttermsorexpressionsareusedindifferentsituations.Forinstance,insalespurchasesnegotiation,itincludesprice,quality,packing,shipping,insurance,etc.Inengineeringconstructionnegotiations,ithascosts,timelimit,commencement,completionandtherighttouse,etc.Alltheseidiomaticandprofessionaltermshavethecharacteristicofsimplicityandpertinence.AndthefollowingexamplesarefromBusinessCorrespondence(AWainwright,2001).
(1)OurusualtermofpaymentisbyD/Pat30day’ssight.
(2)Takingintoconsiderationthetransportconditionsatyourend,wehaveespeciallyreinforcedourpackinginordertominimizetheextentofanypossibledamagetothegoods.
(3)IfthetransactionisconcludedontheCIForCFRSingaporebasis,thebuyermusthavetherighttoappointtheforwardingcompany.
(4)Weregrettosayweareunabletoacceptyourorderatthepreviouspricesbecauseofarecentriseinthecostofmaterials.
(5)Thegoods,beforebeingloadedattheportofshipment,mustbeinspectedbyaninspectioninstitutionagreeabletothebuyerinthepresenceofthebuyer’srepresentative.
(6)WeshouldliketoknowifyoucanundertakeinsuranceofthesegoodsA.A.R.
Tosumup,idiomaticandprofessionalizedtermsarenotonlythebasicfeaturesofbusinessnegotiation,butalsothenecessarypartsinthebusinessnegotiationaswellasinthecontract.
2.1.2AbundantUsesofPoliteLanguages
Politelanguagescreateaharmoniousnegotiationatmosphereforbothpartiesinordertomakesolidfoundationforlongtermbusinessrelationships.Inforeigntradecommunication,nomatteragreementsordisagreementsofone’sideas,itisofgreatsignificancetousepolitelanguagetoshowappreciation.Thereasonisthatthesuccessofeverytransactiondependsonthecooperativerelationsofeachother.AndthefollowingexamplesarefromEnglish-ForeignTradeTalkinEnglish(QinChuan,2004).
(7)-It’sverykindofyoutocomeandseemeoffattheairport,Ms.Wenhui.
-Mypleasure,Mr.Wilson.
(8)Thiswayplease.
(9)Thanksforhelpingme.
(10)Thankyouonceagainforeverythingyou’vedone.
Tosumup,“please,thankyou,kindly,appreciate,it’sverykindofyou,mypleasure,”etc.arethefrequentlyusedexpressionsinallsectionsduringthecourseofbusinessnegotiation.
2.1.3VagueLanguages
Forthesakeofavoidinginconvenienceandmisunderstanding,languageinbusinessnegotiation,whetherintheoralformorwrittenformofconversation,shouldbeclearandprecise.However,inrealpractice,it’sveryeasyfornegotiatorstomisusewords.Misusinglanguagewillleadtoanembarrassingsituationwherebothpartiesdisagreewitheachotherwhileit’snotconvenientforthemtodiscussitdirectly.Furthermore,sometimesnegotiatorscannotexpresstheirideasclearly,ortheywouldnotliketosayitclearlyforsomepragmaticpurposes,inwhichcasestheyprefertoputvaguelanguagestorationaluse.
Usingvaguelanguageswillmakethemassagesentoutobscureinordertoavoidwhathavebeensaidbeingtoofixedsothatitcaneaseuptheawkwardsituation.Vaguelanguageshaveoftenbeentreatedasapolitenessstrategyplayinganactiveroleinbusinessnegotiation.Frompragmatics,vaguelanguageshavethefunctionofmaintainingthe“face”(Brown&Levinson,1987).Itcannotonlyassuagethenegotiatingatmosphere,butalsocansoundouthisopponent'sintentions.TheexamplesbelowarefromEnglishforBusinessNegotiation(2ndEdition)(DingHengqi,ZhangJing,2009).
(11)Wecouldonlytellyouthatwewilltryourbesttoadvancethetimeofdelivery.
(12)Wehavealwaysinsistedontheprincipleof“equalityandmutualbenefitandexchangeofneededgoods”,butwehaveadoptedmuchmoreflexiblemethodinourdealingmethodinourdealingsnowadays.
(13)Wewouldlike