礼仪在商务谈判中的意义与策略.doc

文摘要要

本文主要研究商务谈判中礼仪的形式、风格、作用，从不同的方面进行对比并且运用案例分析礼仪在商务谈判中的作用是如何体现的。熟练得体的运用国际商务礼仪有助于双方在平等互利的基础上建立贸易关系，树立自身的良好商业形象，促进从事国际商务跨文化交际活动的双方相互交往沟通和传递信息，从而获得商务活动的成功。
同时指出，由于文化不同世界上各民族都有其独特的商务礼仪原则或准则，因此我将学习不同文化背景下人们应当如何在商务谈判中运用礼仪的相关技巧。
关键词： 礼仪；商务谈判；策略

ii

Table of Contents

Abstract i
摘要 ii
1.Introduction………………………………………………………………………………….....1
2.Literature Review.......................................................................................................................2
2.1 Different Negotiating Styles in Eastern and Western Countries…………....…..…………2
2.1.1 Eastern countries.......................................................................................................2
2.1.2 Western countries…………………………………………………………………..3
2.2 Different Business Etiquette and Custom in Eastern and Western Countries……....….…4
2.2.1 Status……………………………………………………………………….………4
2.2.2 Task versus time concepts 4
2.2.3 Chinese "Yes" versus American "Yes" 4
3. The Meaning of Etiquetee in Business Negotiation…………………………………………6
3.1 Understanding Culture Differences………………………………………………………..6
3.2 Promoting an Effective Business Negotiation 6
4. The Strategies of Etiquette in Business Negotiation………………………………………...7
4.1 Enhancing Communication 7
4.1.1Communication skills 7
4.1.2 Communication taboos 7
4.1.3 Good relationship in communication 8
4.2 Using Proper Language 8
4.2.1Courtesy 8
4.2.2 Conciseness 8
4.2.3 Clarity 8
4.2.4 Correctness 9
4.2.5 Constructiveness 9
4.2.6 Concession 9
4.3 Etiquette on Different Occasions 9
4.3.1 Etiquette for greeting and send-off 9
4.3.2 Business dress etiquette requirements 10
4.3.3 Taboos in business negotiation 10
5. Conclusion……………………………………………………………………………………12
Bibliography 13
Acknowledgements 14

1. Introduction

With global economy is advancing at a staggering speed nowadays, business negotiation becomes much more significant in the field of business contacts. Just knowing international business knowledge for business staff is not enough, either in written expression of correspondences or in business negotiation; etiquette helps to establish good environment of facilities and to easily achieve the expected target for both sides if people could politely, implicitly, euphemistically and graciously state their own opinions or give some suggestions when they are negotiating with their business. Consequently, business etiquette plays a key role in business activities. We can use proper language to communicate with our counterpart, let them believe in us and willing to do international trade. What’s more, use some good strategies in doing business can help us to explain our point to our counterpart easily.
Business negotiation is a important step for international trade, as a businessman, use etiquette to know what’s matter to our partner, then find out the ways to deal with the problems. Etiquette in business negotiation play a key role in our business. I find out many ways to negotiate with our counterpart.
So I will show some example to introduce the negociation methods how to do in the business trade,I hope it can be a good ways and method to do business international trade.

2 Literature Review

2.1 Different negotiating styles in eastern and western countries
Guan (关世杰, 1995: 357) said that eastern culture emphasizes modesty guidelines while western culture emphasizes appropriateness criteria. Modesty guidelines require people to reduce the recognition of their and try to depreciate themselves. But western culture considers that acceptance of each other can avoid damage to praise each other's face, so that it’s polite. And as a result, westerners are often pleased with compliments and show thanks, on the other hand, easterners also refuse the compliments and they suggest modesty and inferior themselves to have respect. What’s more, easterners often do self-communication and learn something by themselves; on the other hand westerners do less self-communication and often communicate with each other. The following are some examples of negotiating styles in different countries.

2.1.1 Eastern countries
On one hand, Chinese tend to have business negotiation in a rather indirect manner. Chinese take time to see whether their prospective business contacts are really reliable as human beings, for example, by inviting them to a party and socializing with them.
On another, the decision-making process of Chinese companies is considered to be very slow and time-consuming.
Besides, Carley (2006) states that “Chinese negotiator is distinguished by concern for “face”. The “face” issue is most important.” The negotiator must be seen to be negotiating with some of key status and authority. He must not be forced to lose face by fail to stand his point or hard to send his message to his partner during negotiations. The final agreement must be one that enables him to sustain or preferably improve his face as perceived by his acquaintances.
Individualism is not a characteristic of Japanese negotiators; they rarely come to the table in groups less than three. The person doing the most talking for the Japanese side will most probably not be the person in charge of the negotiations.
The Japanese will not discuss points that are not part of the prearranged agenda. Small talks will be kept to a minimum and inquires into personal ideas or thinking will rarely be make or accepted.
Japanese negotiators are famous for their ambiguous responses to proposals. They view vagueness as a form of protection from loss of face in case things go sour. They rarely give a sure answer or never say no during the discuss process. To maintain surface harmony and prevent loss of face, Japanese rely on codes of behavior such as the ritual of the business cards. Japanese negotiators dressed and behaved formally and are more comfortable with visitors who do likewise.
Many Japanese companies still make decisions by consensus. This is a time-consuming process. Another reason is to bring patience to the negotiating table. Therefore, quick answers to any question or problem are almost impossible.
The Japanese maintain harmony at all costs and will smile the most when they are the least comfortable at the negotiating table; if the proposal is unacceptable, “no” is not told in a direct manner. Postponements and requests for further research should be understood as a prelude to failure.

2.1.2 Western countries
There are so many countries in the west of the world, I will choose American, Australia and British as examples in the following.
The American style is very direct and they try to demand the same from counterparts. Generally, Americans openly disagree and use aggressive persuasive tactics such as threats and warnings. Americans tend to make concessions throughout the negotiations, settling one issue, then proceeding to the next. Thus the final agreement is a sequence of several smaller concessions. Within the American culture, great respect is attached to economic success. There is concern to acquire the symbols of material success.
The American style of negotiating is possibly the most influential in the world. It is characterized first by personalities which are usually outgoing, and quickly convey sincerity. Personalities are confident and positive and readily flow into exuberant conversation.
An American negotiator appreciates the attitude of the search for search of economic gaining. His strengths are particularly high in the bargaining phases of negotiation. He naturally moves quickly towards those phases. He adapts to use tactics to gain advantages, and expects others to have the same professionalism. Americans do prefer speedy negotiations and get annoyed with too much extraneous socializing or postponement. They are used to cutting deals short just to save time. Americans make decisions based upon the bottom line and on cold, hard facts. They do not play as a friend. Economy and performance are much more important than people. Business is just business.
Dodd (2006) once said that “the Australians are tough breed and they enjoyed competition”. They encouraged long-term relationships and prefer to work with people they recognized as friends. Being direct while negotiating, the Australians are keen to spot deception and they feel no hesitation to walk away from the table if they feel one is holding back information.
Australians will haggle, but only to a small degree. Waiting for the price to drop is an Australian pastime. Since Australians tend to dislike bazaar haggling, visiting negotiators will get better results by opening discussions with a realistic bid. The negotiating process may take more time than it would in some other deal-focused business cultures, though less than in strongly relationship-focused markets such as Japan.
Because of their relatively small population and remote location, the Australians have become experienced travelers and negotiators. They research the target economies and companies in great detail with an eye toward limiting surprises at the table. Be assured that they'll know all about the prospective company and culture before the first meeting.
Chang and Li (常宗林 & 李云, 2007) said that“ the British are old hands at international business. Their history of negotiation in international business goes back centuries. The depth of their knowledge is without comparison. They may put a wide safety margin in their opening position so as to leave room for substantial concessions during the bargaining process.”
British business moves at a more deliberate pace than American business. Presentations should be detailed, as the British have seen everything "under the sun" and there is nothing new there, so get to the point.
Britain is an orderly society and punctuality is mandatory. Englishmen arrange appointments in advance and present an agenda as early in the process as possible.
The English are reserved rather than expressive or demonstrative in the way they communicate. This is evident in their use of understatement, low-contact body language and restrained gestures.
Americans may find the British process is too time-consuming but for the rest of the world's business cultures it is quite normal.

2.2 Different business etiquette and custom in eastern and western countries
2.2.1 Status
Person's position or rank is much more important in Eastern countries than in the western countries. Take Japan as an example, the first thing they do is to change business cards when business persons meet. This allows the members of the group to establish their rank and importance. Only after this has been determined can they continue with the tasks assigned to them. Status is very important in eastern countries. For example, a title such as Mr., Mrs., or Ms. Should is used in business negotiations. This will be taken as a sign of disrespect even though the opposite is intended. The official title of each person should be used, such as Chairman, President, Commissioner, or Manager. An American business person should make sure that the proper titles are used when he is negotiating with an interpreter. This means all parties should present understanding that they are being shown the respect due to their rank.

2.2.2 Task versus time concepts
The Eastern cultures do not share the Western's concept of time. Time is of the essence to the western people. Ye(叶淑霞, 2003) once said that “in Eastern countries how much or how little time is required to complete a task is not as important as the job itself. The important thing is that the individual has agreed to complete the task and has every intention of doing so. Also it is important in the situation that the person has met his or her immediate needs by agreeing to complete the task.” Working for an hourly wage, has little meaning to persons that are task oriented. The job is the important thing but not how long the task will take to complete.

2.2.3 Chinese "Yes" versus American "Yes"
One of the great difficulties pertaining to communication between the American and the Asian cultures is their concept of what is polite. The Chinese have a great fear of offending others based on Asian Culture. Faith and responsibility in business negotiations are very important.
A Chinese will immediately avoid any kind of behavior that will offend or cause inconvenience. Here is an example: if an American business person wants to make an appointment with an associate, he or she will call the individual, and they will agree on a date and time for the meeting. If there is no conflict, one can expect that the business person will be present at the appointed date and time. If a conflict should arise and the person is unable to keep the appointment, then he and she will call and make other arrangements. All these are understood when an American says "yes". In the same situation, saying "yes" does not mean that a Chinese will meet at the agreed time and place. In this culture, an individual will agree to meet even if he or she has another obligation at the exact same time. The reason for this is that in the Asian cultures, the desire to please-- not to offend or cause immediate inconvenience--is much more important than the fact that individual has a conflict and cannot meet at the appointed time. The Chinese is saying "yes", I like and respect you and, therefore, want to please you. I really want to meet you at a time that I do not have a conflict. If you understand why a Chinese says "yes", then you will know that I may or may not be at the meeting. If I am not, you will not be offended but will continue in your efforts to meet with me until we establish a time when I am free to do so. Then, we can conduct the business that is important to both of us.

3. The Meaning of Etiquette in Business Negotiation

3.1 Understanding culture differences
Etiquette has been described as the mirror of culture. When people from different cultures communicate, culture-specific factors affect how they translate and send their messages. Linell (1999) said that “etiquette helps in business negotiation with people from different cultural literacy. It is necessary in order to understand the etiquette being used”. The etiquette used in negotiation also is a means of clear communication so that party emerges from the process wondering whether they’ve agreed to something they don’t understand or to which they have been pushed to agree for fear of losing face by admitting a lack of comprehension.

3.2 Promoting an effective business negotiation
Zhang Yanbing (2001) thinks that” etiquette is promoting an effective business negotiation. It will help you become the outgoing one.” Etiquette also is essential on a day-to-day basis in situations ranging from business negotiating and team buildings, to taking part in meetings. Whether