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

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

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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

StrategiesinEnglishBusinessNegotiation--UsingChineseEuphemismasanExample

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

StrategiesinEnglishBusinessNegotiation--UsingChineseeuphemismasanExample

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，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功率的指导意义。

关键词：

商务谈判；委婉策略；谈判策略

Abstract

BusinessEnglish,astheuniversalprofessionallanguageininternationalbusinessactivities,isanimportanttoolforeconomicandtradeactivities.Itplaysavitalroleinbusinessnegotiations.Businessnegotiationisanactivitythatcombinespolitical,economic,social,psychologicalandlegalknowledge.Itrequiresforeignnegotiatorstousescientificpragmaticstrategiesandnegotiationskillsinordertoachievethesuccessofbusinessnegotiations.Becauseofhistoricalreasons,theeconomicmarketofwesterncountrieshasdevelopedmoremature,andformedasetofdetailedmarketeconomicoperationsystem.Therefore,businessnegotiationisagoodmeanstoachievetransactionsandpromotetheprosperityanddevelopmentofmarketeconomy.Thecontentofbusinessnegotiationusuallyinvolvestheinterestsofbothsides.Thenegotiationresultsareveryimportantforthetwosidestomaintaincooperativerelations.Therefore,weshouldnotonlybefamiliarwithnegotiationprinciples,relevantlawsandbusinessconditions,butalsoactivelyusesomeEnglishpragmaticstrategiestominimizethepossibilityofpragmaticmisunderstandings.Amongthem,euphemismisacommonlanguagestrategyinnegotiation.Itsbasicfeatureisthatitobfuscatesthelanguageinthenegotiations.

Thisthesisisdividedintofourparts.Thefirstparttalksaboutthepurposeandsignificanceofthistopic,thatis,todiscusstheroleandinfluenceofeuphemismstrategyonbusinessnegotiation.Thesecondpartdiscussestheresearchstatusofbusinessnegotiationandeuphemismstrategy.Thethirdpartreferstothecharacteristicsandculturalconnotationofthenegotiationstrategies.Apositivepragmaticstrategywilldefinitelylayasolidfoundationforthesuccessofbusinessnegotiations.Thefourthpartanalyzestheguidingsignificanceofeuphemismstrategyinbusinessnegotiation.

ThisthesismakesananalysisandstudyonpragmaticstrategiesinbusinessEnglishnegotiation.Inotherwords,usingeuphemisticlanguageiseasytobeacceptedbytheothersideoftheconversation.Forexample,whenrejectingtheotherparty’srequest,wecanuseeuphemism,andthencleverlyputforwardourownviews.Thiswillneitherdirectlyconflictwitheachother,butalsomakepeoplewillingtolistentoandacceptourviewsandopinions.Itnotonlyimprovesthepersuasivenesseffectively,butalsomakesthenegotiationmoresuccessful.Throughadetailedanalysisoneuphemismstrategies,thisthesisexplorestheeuphemismstrategiesusedinforeign-relatednegotiationsinordertostudytheguidingsignificanceofeuphemismstrategiestoeffectivelyimprovethesuccessrateofnegotiations.

Keywords:

businessnegotiation;euphemisticstrategies;negotiationstrategies

Contents

1.1Thebasicintroductionofthethesis1

1.2Thepurposeandsignificanceoftheresearch1

2.1Theresearchonbusinessnegotiation2

2.2Theresearchoneuphemismstrategies3

3.1Thecharacteristicsofnegotiationstrategies4

3.2Theculturalconnotationofnegotiationstrategies6

4.1Theroleofeuphemism6

4.2Theusageofeuphemismstrategies7

1.Introduction

1.1Thebasicintroductionofthethesis

Internationalbusinessnegotiationisaveryimportantforeigneconomicandtradeactivity.Intheprocessofnegotiation,howtouselanguagewellisthekeytothesuccessofbusinessnegotiation.Negotiatorsusesomelinguisticstrategiestoachievetheirgoalsinbusinessnegotiations.Takingeuphemismasanexample,ifsomewordsarenotexpressedinaeuphemisticway,itwillbedifficulttoacceptorevenfeeldisgustedwiththelossofface.Notonlycantheynotachievethedesiredeffect,butalsodirectlyaffecttheoutcomeofnegotiations,leadingtothefailureofnegotiations.Therefore,usingeuphemismtoexpresstheirmeaningcannotonlyshowtheirgoodlanguageandculturalaccomplishment,butalsocreateagoodcommunicationatmosphereforeachother’sconversation,andultimatelyachievethedesirednegotiationeffectandachievegoodcommunicationbetweenthetwosides.

1.2Thepurposeandsignificanceoftheresearch

Becausecross-culturalbusinessnegotiationisnotonlyaneconomicactivity,butalsoacross-culturalcommunication.Therefore,negotiatorsneedtoadjustnegotiationstrategiesaccordingtotheactualsituationinordertomaximizetheirowninterests,whilemakingtheothersidefeelthattheyhavegained.Ininternationalbusinessactivities,Chinesepeopleoftenliketocutintothetopicinaroundaboutway,andtakeintoaccounttheotherparty’sideasandface,choosetoputforwardtheirownopinionsorrequestsinanindirectorimplicitway,andultimatelyreachthenegotiationgoal.

Thistopicaimstoillustratetheimportantroleofeuphemisminbusinessnegotiation.Inbusinessnegotiations,forexample,whentheChinesesideisgoingtovetotheotherside’srequest,itwillsay,“确实像您所说的，但有些地方被您忽视（It’strueasyousaid,buttherearesomeareasthatyouneglected）.”Afterthat,thenegotiatorsputforwardtheirviewsstepbystep.Inthecaseofeuphemismstrategy,thespeakerwillnothavedirectlanguageconflictwiththeotherparty,butalsomakepeoplemorewillingtolistentoandaccepttheirownstatements,andskillfullyincorporatetheirownviewsandopinionsintotheotherparty’sideas.Suchawaynotonlyeffectivelyimprovesthepersuasion,butalsoachievesmutualexchangesandagreements,andismorelikelytosucceedinnegotiations.

Throughdetailedanalysisofeuphemismstrategiesinbusinessnegotiation,readersofthisarticlecanhaveathoroughunderstandingoftheroleanduseofeuphemismstrategiesfromanewperspective.Itisofgreatsignificancetoimprovethesuccessrateofbusinessnegotiationandtostudybusinessnegotiationanditspragmaticstrategies.

2.LiteratureReview

2.1Theresearchonbusinessnegotiation

Withtheadvancementofmodernization,thehighlydevelopedinternationalizationintheworldandtherapiddevelopmentofinternationalcommoditytrade,theimportanceofnegotiationanditstechnicalcontentaredetermined.Nowadays,internationaltradeisbecomingmoreandmoreprosperous,whichtoacertainextentdeterminesthenecessity,importanceandscientificityofbusinessnegotiation,andthebasicattributesofbusinessnegotiationalsoemphasizethispoint.Therefore,commercialnegotiationplaysaveryimportantroleincommoditytrade,enterpriserelationsandforeigntrade（DuXuejiao,2017）.

Intheprocessofeconomicandtradeexchanges,inordertoachievecommoninterests,thetwosidesoftenneedtonegotiateandthenreachtheintentionofcooperation,tradeexchanges,internationaleconomyandtradearethesame.However,duetothedifferencesinlanguage,ideologyandcultureamongdifferentcountries,Englishisregardedasthelanguageofinternationaltradeandcommunication.Withthefurtherdevelopmentofmarketeconomy,Englishnegotiationhasbecomemoreandmorestandardized,formingthecurrentbusinessEnglish,servinginternationaltradespecially.Intheprocessofinternationalbusinessnegotiation,theuseofbusinessEnglishshouldnotonlypayattentiontothestandardizationoflanguageandrelatedculturalbackground,butalsotakeintoaccounttheinterestsandpersonalitycharacteristicsoftheotherparty,andaccuratelyexpresstheirownneedsandconditionsthroughconciselanguage.Weshouldbegoodatcapturingeachother’seffectiveinformationanddevelopingfriendlycooperationonthepremiseofachievingtheestablishedprofittarget.Intheprocessofcooperation,ifoneparty’sprofitsaredamaged,thenweneedtonegotiateagainthroughBusinessEnglishtosafeguardourownrightsandinterests.Inotherwords,BusinessEnglishisabridgeandlinkforcommunicationbetweenthetwopartners,anditsimportanceisself-evident（YanLin,2018）.

InBusinessEnglishnegotiation:

anAnalysisandDevelopmentofInternationalStudies（2004/2013）,WangLifei（2013）pointsouttherisingtrendofforeignpaperspublishedonbusinessnegotiationsfrom2004to2013.Mostoftheresearchresultswerepublishedinthejournalsofnegotiationanddecision-making,managementandmanagement,andpsychology,butfewwerepublishedinthejournalsoflanguage.Thisshowsthatforeignbusinessnegotiationspaylittleattentioninthefieldoflinguistics,while“businessnegotiation”focusesonmanagement,psychology,informationtechnology,negotiationstrategies,culturalconflicts,andsoon.Theresearchfocusofforeignbusinessnegotiationmainlyfocusesonthenegotiationenvironment,thebehavior,strategy,skill,cooperationandconflictinthenegotiationprocessandthenegotiationresult.

WangLifei（2013）pointedoutinBusinessEnglishNegotiation:

AnalysisandExpansionofInternationalResearchSituation（