礼貌策略在国际商务谈判中的运用.doc

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

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Contents

Abstract i
摘要 ii
1. Introduction and Literature Review 1
1.1 Introduction 1
1.2 Literature review 1
2. Language Features of Business Negotiation and the Definition of Politeness 3
2.1 Language features of business negotiation 3
2.1.1 Idiomatic and professional terms 3
2.1.2 Abundant uses of polite languages 3
2.1.3 Vague languages 4
2.2 The definition of politeness 4
3. Politeness Principle as a Strategy in International Business Negotiation 6
3.1 Politeness principle (PP) and relevant theories 6
3.1.1 Leech’s politeness principle 6
3.1.2 Six maxims of politeness principle 6
3.2 Politeness strategies 7
3.2.1 Positive politeness strategy 7
3.2.2 Negative politeness strategy 7
3.3 The functions of politeness strategy in international business negotiation 8
3.3.1 The benefit of face maintenance 8
3.3.2 The benefit of cooperative relations 8
3.3.3 The benefit of establishment of harmonious negotiation atmosphere 8
3.3.4 The benefit of strategy adaptations 9
3.3.5 The benefit of one’s own interests maintenance 9
4. Application of Politeness Strategy in International Business Negotiation 10
4. 1 Application of tact maxim 10
4.2 Application of generosity maxim 12
4.3 Application of humorous expressions 13
4.4 Application of euphemistic expressions 14
4.5 Application of persuasive expressions 15
5. Conclusion 17
Note 18
Bibliography 19
Acknowledgements 20

1. Introduction and Literature Review

1.1 Introduction

With the development of globalization, trades with other countries become more and more frequent than ever before. A win-win situation is the most desired one that both parties with common and conflicting interests pursue. In business, it is mostly through negotiations that both parties bridge the difference and reach a fair and mutually satisfactory deal.
Business negotiation plays a fundamental role in a transaction because negotiators need to negotiate with each other before signing a contract. If a negotiator is only familiar with the knowledge in trade, then he/she might not be able to deal with transaction successfully. But if he/she knows and utilizes some pragmatic strategies, the business activities will proceed smoothly and lead to what is desired and expected.
Politeness, a social phenomenon, touches upon every aspect of life. According to politeness theory, politeness serves to both reflect and regulate social distance (Brown & Levison, 1987).
Since business negotiation is not only a complex human activity but also a process in which at least two or more parties with common and conflicting interests try to reach an agreement of mutual benefits, it is of great value to use polite strategy in business negotiation, which not only establishes and maintains but improves the social relationship with each other. Only in this way can both parties establish and maintain a harmonious, friendly and cooperative atmosphere with some appropriate, efficient and effective strategies. Among them, politeness strategy is the most commonly used one that contributes to a successful business negotiation.
Not only does the thesis focus on the language features of business negotiation, the theory of politeness principle and its maxims and the politeness strategy, but also emphasize how to use politeness strategy in international business negotiation, especially with the use of abundant examples.

1.2 Literature Review

Business negotiation is a kind of economic activity which is essentially through the carrier of language driven by interests. As the starting point of economic activities, negotiation plays a significant role in successful transactions. However, people in real communication often do not keep them, even intentionally violate the cooperative principle (Grice, 1975). In order to solve this phenomenon, a great amount of scholars had spent a great deal of time in studying it at home and abroad. Below are some famous scholars who make great contribution to the success of business negotiation from the pragmatic angles.
The English scholar, Leech advances the use of language about courtesy problem. As to the pragmatic study about politeness, Leech (1983) puts forward another pragmatic principle--the Politeness Principle (PP) from angles of rhetoric and style on the basis of Grice’s cooperation principle. He holds the idea that it’s very common that the misuse of language or rudeness or misunderstanding caused by ignorance of others exists in communication, whereas, politeness through language does is the most commonly used method and the most important pragmatic principle in successful communication.
He Ziran (1988), the domestic scholar, also holds that polite language is actually a pragmatic strategy. Xu Chenghuan (1902) thinks that polite language is the leverage that language communication may involve parties, which plays the role in adjusting personal relationships. This is similar to the idea of Lakoff that the polite language among people is a method of reducing friction when communicating. Whereas, professor Ran Yongping (2007) regards that politeness is an expectation associated with the most optimal relevance effect, and it is the result of understanding from a cognitive-pragmatic perspective of politeness and language choice. What’s more, he holds that language, in the form of itself, does not exist in polite problems. Politeness principle is that in the same other conditions, minimizing the expression of impolite beliefs (He Zhaoxiong, 2000:164-165).

2. Language Features of Business Negotiation and the Definition of Politeness

2.1 Language Features of Business Negotiation

2.1.1 Idiomatic and Professional Terms

There is a series of idiomatic and professional terms in business negotiation. Generally speaking, different terms or expressions are used in different situations. For instance, in sales purchases negotiation, it includes price, quality, packing, shipping, insurance, etc. In engineering construction negotiations, it has costs, time limit, commencement, completion and the right to use, etc. All these idiomatic and professional terms have the characteristic of simplicity and pertinence. And the following examples are from Business Correspondence (A Wainwright, 2001).
(1) Our usual term of payment is by D/P at 30 day’s sight.
(2) Taking into consideration the transport conditions at your end, we have especially reinforced our packing in order to minimize the extent of any possible damage to the goods.
(3) If the transaction is concluded on the CIF or CFR Singapore basis, the buyer must have the right to appoint the forwarding company.
(4) We regret to say we are unable to accept your order at the previous prices because of a recent rise in the cost of materials.
(5) The goods, before being loaded at the port of shipment, must be inspected by an inspection institution agreeable to the buyer in the presence of the buyer’s representative.
(6) We should like to know if you can undertake insurance of these goods A.A.R.
To sum up, idiomatic and professionalized terms are not only the basic features of business negotiation, but also the necessary parts in the business negotiation as well as in the contract.

2.1.2 Abundant Uses of Polite Languages

Polite languages create a harmonious negotiation atmosphere for both parties in order to make solid foundation for long term business relationships. In foreign trade communication, no matter agreements or disagreements of one’s ideas, it is of great significance to use polite language to show appreciation. The reason is that the success of every transaction depends on the cooperative relations of each other. And the following examples are from English- Foreign Trade Talk in English (Qin Chuan, 2004).
(7) -It’s very kind of you to come and see me off at the airport, Ms. Wenhui.
-My pleasure, Mr. Wilson.
(8) This way please.
(9) Thanks for helping me.
(10)Thank you once again for everything you’ve done.
To sum up, “please, thank you, kindly, appreciate, it’s very kind of you, my pleasure,” etc. are the frequently used expressions in all sections during the course of business negotiation.

2.1.3 Vague Languages

For the sake of avoiding inconvenience and misunderstanding, language in business negotiation, whether in the oral form or written form of conversation, should be clear and precise. However, in real practice, it’s very easy for negotiators to misuse words. Misusing language will lead to an embarrassing situation where both parties disagree with each other while it’s not convenient for them to discuss it directly. Furthermore, sometimes negotiators cannot express their ideas clearly, or they would not like to say it clearly for some pragmatic purposes, in which cases they prefer to put vague languages to rational use.
Using vague languages will make the massage sent out obscure in order to avoid what have been said being too fixed so that it can ease up the awkward situation. Vague languages have often been treated as a politeness strategy playing an active role in business negotiation. From pragmatics, vague languages have the function of maintaining the “face” (Brown&Levinson, 1987). It can not only assuage the negotiating atmosphere, but also can sound out his opponent's intentions. The examples below are from English for Business Negotiation (2nd Edition) (Ding Hengqi, Zhang Jing, 2009).
(11) We could only tell you that we will try our best to advance the time of delivery.
(12) We have always insisted on the principle of “equality and mutual benefit and exchange of needed goods”, but we have adopted much more flexible method in our dealing method in our dealings nowadays.
(13) We would like to discuss the possibility of establishing an agency with you.
(14) Your presentation make some feel a little too… you know what I mean.
In the above sentences, such phrases as “try our best to advance the time of delivery, much more flexible method, possibility, you know what I mean,” are all general expressions, which convey blurry information to the listeners. All these vague languages can make words become much more euphemistic and implicit, showing consideration for the other party and taking care to preserve the maintenance of both “faces” so that negotiations will go smoothly. Furthermore, the use of vague languages can also bring up specific atmosphere helping to triumph the other side from psychology.
In conclusion, it is very important to maintain a harmonious atmosphere and avoid making tense situation in the course of business negotiation. However, conflicts are inevitable. When a face-to-face conflict occurs, in order to save each other’s faces, negotiators need to use vague expressions, otherwise, negotiation may stalemate.

2.2 The Definition of Politeness

Politeness, an important code of human social activity, is the sign of human civilization, and is a social phenomenon which touches upon every aspect of life. According to the Dictionary of Language Teaching and Applied Linguistics, politeness is defined as “the combination of interpersonal consideration and linguistic choices affecting the form and function of linguistic interaction” (Richard et al, 2000: 352).
Politeness denotes that ease and gracefulness of manners which first sprung up in cities, connected with a desire to please others by anticipating their wants and wishes, and studiously avoiding whatever might give them pain.
At the basic level, politeness is one of the major social constraints on human interactions regulating participants’ communicative behaviors by constantly reminding them of taking into consideration the feelings of the others. This is just like the idea of Hudson (1985: 115) –we usually try to avoid exposing others’ weakness, or raising heated controversy, unless we are sure that it will not affect the attitude of others towards us or we are indifferent to their opinions.

3. Politeness Principle as a Strategy in International Business Negotiation

3.1 Politeness Principle (PP) and Relevant Theories

3.1.1 Leech’s Politeness Principle

Leech regards politeness as a crucial one in explaining “why people are often so indirect in conveying what they mean.” He thus puts forward the Politeness Principle, PP (1983) so as to “rescue the Cooperative Principle (CP)①” in the sense that politeness can satisfactorily explain exceptions to and apparent derivation from the CP. Politeness Principle is justified in language production and interpretation. Without it, CP is not fully explanatory. CP is needed to account for the indirect relation tween what people say and what they mean. But it, in itself, can not explain why people are so often indirect in the way they talk. Therefore, PP is not just an addition to Grice’s CP, but a necessary complement needed for cases in which CP fails to offer a reasonable and acceptable explanation. Furthermore, PP helps to maintain effective use of language. To a large extent, PP guides man’s linguistic behavior.

3.1.2 Six Maxims of Politeness Principle

Politeness Principle can be divided into two aspects, that is, to minimize (all things being equal) the expression of impolite beliefs, and to maximize (all things being equal) the expression of polite beliefs.
Leech’s (1983：132) maxims of PP tend to go in pairs as follow:
(i) Tact Maxim 　
(a) Minimize cost to other;
(b) Maximize benefit to other.
(ii) Generosity Maxim 　
(a) Minimize benefits to self;
(b) Maximize cost to self.
(iii) Approbation Maxim 　
(a) Minimize dispraise of other;
(b) Maximize praise of other.
(iv) Modesty Maxim 　
(a) Minimize praise of self;
(b) Maximize dispraise of self.
(v) Agreement Maxim 　
(a) Minimize disagreement between self and other;
(b) Maximize agreement between self and other.
(vi) Sympathy Maxim 　
(a) Minimize antipathy between self and other;
(b) Maximize sympathy between self and other.
It can be obviously seen that “Minimize” and “Maximize” are two key concepts in Leech’s maxims. These six “minimize”s can be summarized as decreasing favor of others, unfavor to others, and conflicts between self and others as much as possible. On the contrary, six “maximize”s can be summarized as increasing favor to others, unfavor to self, and harmony between self and others as much as possible.

3.2 Politeness Strategies

Politeness strategies are used to formulate messages in order to save the hearer’s face when face-threatening acts are inevitable or desire