浅析商务英语谈判中的策略以谈判中中方的委婉策略为例商务英语毕业论文.docx

1、浅析商务英语谈判中的策略以谈判中中方的委婉策略为例商务英语毕业论文 本科毕业论文（设计）论文题目：浅析商务英语谈判中的策略以谈判中中方的委婉策略为例Strategies in English Business Negotiation-Using Chinese Euphemism as an Example 浅析商务英语谈判中的策略以谈判中中方的委婉策略为例Strategies in English Business Negotiation-Using Chinese euphemism as an Example 摘 要商务英语作为国际商务活动中的通用性很强的专业语言，是经贸活动的重要工具，

2、它在商务谈判中发挥着至关重要的作用。商务谈判是一项集政治、经济、社会、心理和法律知识于一体的活动。它要求涉外谈判人员运用科学的语用策略和谈判技巧来达到商务谈判的成功。由于历史原因西方国家的经济市场发展得较为成熟，并且形成了一整套详尽的市场经济运作体系，而商务谈判是一种达成交易、促使市场经济繁荣发展的良好手段。商务谈判的内容通常涉及到双方的利益，谈判结果对于双方是否能保持合作关系十分重要。因此，我们不仅要熟悉谈判原则、相关法律和商业条件，还要积极运用一些语用策略，尽量减少语用误解的发生。其中，委婉策略是谈判中常用的语言策略，它的基本特征是会在谈判中对语言进行模糊化处理。本文分为四个部分，第一部分

3、讲诉了本选题的研究目的和意义，即探讨委婉策略对于商务谈判的作用和影响，第二部分论述了商务谈判和委婉语策略的研究现状，第三部分提到了谈判策略的特点和文化内涵。积极的语用策略势必为商务谈判的成功打下坚定基础。第四部分分析了委婉策略在商务谈判中的指导意义。本文就商务英语谈判中的语用策略进行分析和研究。使用委婉语言，易于被谈话中另一方接受。比如，当否决对方要求时先使用委婉用语，再巧妙提出自己的观点，既不会和对方产生直接的冲突，又能让人愿意倾听和接受自己的说法。不仅有效地提高了说服力，更容易获得谈判成功。本文通过对委婉策略进行详细分析，就涉外谈判中运用的委婉策略进行探讨，旨在研究委婉策略对有效提高谈判成

4、功率的指导意义。关键词：商务谈判；委婉策略；谈判策略AbstractBusiness English, as the universal professional language in international business activities, is an important tool for economic and trade activities.It plays a vital role in business negotiations. Business negotiation is an activity that combines political, economi

5、c, social, psychological and legal knowledge. It requires foreign negotiators to use scientific pragmatic strategies and negotiation skills in order to achieve the success of business negotiations. Because of historical reasons, the economic market of western countries has developed more mature, and

6、 formed a set of detailed market economic operation system. Therefore, business negotiation is a good means to achieve transactions and promote the prosperity and development of market economy. The content of business negotiation usually involves the interests of both sides. The negotiation results

7、are very important for the two sides to maintain cooperative relations. Therefore, we should not only be familiar with negotiation principles, relevant laws and business conditions, but also actively use some English pragmatic strategies to minimize the possibility of pragmatic misunderstandings. Am

8、ong them, euphemism is a common language strategy in negotiation. Its basic feature is that it obfuscates the language in the negotiations.This thesis is divided into four parts. The first part talks about the purpose and significance of this topic, that is, to discuss the role and influence of euph

9、emism strategy on business negotiation. The second part discusses the research status of business negotiation and euphemism strategy. The third part refers to the characteristics and cultural connotation of the negotiation strategies. A positive pragmatic strategy will definitely lay a solid foundat

10、ion for the success of business negotiations.The fourth part analyzes the guiding significance of euphemism strategy in business negotiation.This thesis makes an analysis and study on pragmatic strategies in business English negotiation.In other words, using euphemistic language is easy to be accept

11、ed by the other side of the conversation.For example,when rejecting the other partys request,we can use euphemism, and then cleverly put forward our own views.This will neither directly conflict with each other, but also make people willing to listen to and accept our views and opinions .It not only

12、 improves the persuasiveness effectively, but also makes the negotiation more successful. Through a detailed analysis on euphemism strategies, this thesis explores the euphemism strategies used in foreign-related negotiations in order to study the guiding significance of euphemism strategies to effe

13、ctively improve the success rate of negotiations.Key words: business negotiation; euphemistic strategies; negotiation strategiesContents1.1 The basic introduction of the thesis 11.2 The purpose and significance of the research 12.1 The research on business negotiation 22.2 The research on euphemism

14、strategies 33.1 The characteristics of negotiation strategies 43.2 The cultural connotation of negotiation strategies 64.1 The role of euphemism 64.2 The usage of euphemism strategies 71. Introduction 1.1 The basic introduction of the thesisInternational business negotiation is a very important fore

15、ign economic and trade activity. In the process of negotiation, how to use language well is the key to the success of business negotiation. Negotiators use some linguistic strategies to achieve their goals in business negotiations. Taking euphemism as an example, if some words are not expressed in a

16、 euphemistic way, it will be difficult to accept or even feel disgusted with the loss of face. Not only can they not achieve the desired effect, but also directly affect the outcome of negotiations, leading to the failure of negotiations. Therefore, using euphemism to express their meaning can not o

17、nly show their good language and cultural accomplishment, but also create a good communication atmosphere for each others conversation, and ultimately achieve the desired negotiation effect and achieve good communication between the two sides.1.2 The purpose and significance of the researchBecause c

18、ross-cultural business negotiation is not only an economic activity, but also a cross-cultural communication. Therefore, negotiators need to adjust negotiation strategies according to the actual situation in order to maximize their own interests, while making the other side feel that they have gaine

19、d. In international business activities, Chinese people often like to cut into the topic in a roundabout way, and take into account the other partys ideas and face, choose to put forward their own opinions or requests in an indirect or implicit way, and ultimately reach the negotiation goal.This top

20、ic aims to illustrate the important role of euphemism in business negotiation. In business negotiations, for example, when the Chinese side is going to veto the other sides request, it will say, “确实像您所说的，但有些地方被您忽视 (Its true as you said, but there are some areas that you neglected).”After that, the n

21、egotiators put forward their views step by step. In the case of euphemism strategy, the speaker will not have direct language conflict with the other party, but also make people more willing to listen to and accept their own statements, and skillfully incorporate their own views and opinions into th

22、e other partys ideas. Such a way not only effectively improves the persuasion, but also achieves mutual exchanges and agreements, and is more likely to succeed in negotiations.Through detailed analysis of euphemism strategies in business negotiation, readers of this article can have a thorough under

23、standing of the role and use of euphemism strategies from a new perspective. It is of great significance to improve the success rate of business negotiation and to study business negotiation and its pragmatic strategies.2. Literature Review2.1 The research on business negotiationWith the advancement

24、 of modernization, the highly developed internationalization in the world and the rapid development of international commodity trade, the importance of negotiation and its technical content are determined. Nowadays, international trade is becoming more and more prosperous, which to a certain extent

25、determines the necessity, importance and scientificity of business negotiation, and the basic attributes of business negotiation also emphasize this point. Therefore, commercial negotiation plays a very important role in commodity trade, enterprise relations and foreign trade(Du Xuejiao, 2017).In th

26、e process of economic and trade exchanges, in order to achieve common interests, the two sides often need to negotiate and then reach the intention of cooperation, trade exchanges, international economy and trade are the same. However, due to the differences in language, ideology and culture among d

27、ifferent countries, English is regarded as the language of international trade and communication. With the further development of market economy, English negotiation has become more and more standardized, forming the current business English, serving international trade specially. In the process of

28、international business negotiation, the use of business English should not only pay attention to the standardization of language and related cultural background, but also take into account the interests and personality characteristics of the other party, and accurately express their own needs and co

29、nditions through concise language. We should be good at capturing each others effective information and developing friendly cooperation on the premise of achieving the established profit target. In the process of cooperation, if one partys profits are damaged, then we need to negotiate again through

30、 Business English to safeguard our own rights and interests. In other words, Business English is a bridge and link for communication between the two partners, and its importance is self-evident(Yan Lin, 2018).In Business English negotiation: an Analysis and Development of International Studies (2004

31、 / 2013), Wang Lifei(2013) points out the rising trend of foreign papers published on business negotiations from 2004 to 2013. Most of the research results were published in the journals of negotiation and decision-making, management and management, and psychology, but few were published in the jour

32、nals of language. This shows that foreign business negotiations pay little attention in the field of linguistics, while “business negotiation” focuses on management, psychology, information technology, negotiation strategies, cultural conflicts, and so on. The research focus of foreign business negotiation mainly focuses on the negotiation environment, the behavior, strategy, skill, cooperation and conflict in the negotiation process and the negotiation result.Wang Lifei(2013) pointed out in Business English Negotiation: Analysis and Expansion of International Research Situation (