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.docx

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

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