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语用策略在国际商务谈判中的应用
摘要:
进入WTO时代,随着全球经济的发展和市场化的运作,中国国际化的步伐越来越快,商务活动当然必不可少,而商务活动则离不开商务谈判。
谈判是每笔交易的核心。
多数情况下,双方共同的目的和不同的交易方式都要经过谈判来达成,谈判中所采用的种种方法包括合同中的各个细节问题必须获得双方满意的接受。
因此,掌握一些谈判中所要用到的语用策略将会事半功倍。
所谓“语用策略”即“语言交际技巧”,就是探讨如何在国际商务谈判这一领域中应用语言,它重视语言表达和施展谈判策略二者的有机结合。
其研究目的在于如何充分发挥语言在谈判中的作用,提高商务谈判的成功率。
关键词:
语用;
商务谈判;
策略
Contents
AbstractinEnglish.I
AbstractinChineseII
1.Introduction1
2.TheOverviewonInternationalBusinessNegotiation2
2.1TheDefinitionofNegotiation2
2.2TheFeaturesofNegotiation2
2.3FiveLinksofInternationalBusinessNegotiation3
3.PragmaticStrategyforInternationalBusinessNegotiation6
3.1EuphemisticSaying6
3.1.1UsingSoftWord6
3.1.2UsingPassiveVoice7
3.1.3UsingEmpathySkill7
3.2VagueLanguage8
3.2.1TheRequirementsofParticularNegotiatingOccasions8
3.2.2TheRequirementofAvoidingHurtingFeelings9
3.2.3TheRequirementofAvoidingFace-to-faceConflict9
3.3MeritsDemonstrations10
3.3.1ReducingExclamation10
3.3.2LesseningFloweryLanguage11
3.3.3LimitingDirectComparison11
3.3.4WeakeningSubjectiveColoring12
3.4PoliteandConsiderateLanguage13
3.4.1ChangingtheCommandingToneintoRequestingTone13
3.4.2UsingthePastSubjunctiveForm13
3.4.3UsingMitigationandAvoidIrritatingPartner14
3.4.4UsingtheJoyful,ThankfulandRegretfulWordsorExpressions14
3.5CorrectandLogicalLanguage16
3.5.1UsingtheFormalLegalLanguage16
3.5.2UsingtheCorrectExpressions17
3.5.3CorrectlyUnderstandingandUsingtheCommercialTerms18
4.Conclusion20
Bibliography22
Acknowledgments23
1.Introduction
WithWTOaccession,Chinaisbecomingincreasinglyglobalizedandinterrelated.Weallknowthatininternationalbusinessitismostlythroughnegotiationsthatexportersandimportersbridgethedifferenceandreachafairandmutuallysatisfactorydeal.Negotiationisatthecoreofeverytransactionandmostly,itcomesdownstothejointworkbetweentwosideswithacommongoalbutdifferentmethods.Businessnegotiationplaysabasicpartinconclusionofacontractandhasdirectinfluenceintheconclusionandimplementationofacontract,andalsohasagreatbearingontheeconomicinterestsofthepartiesconcerned.
Internationalbusinessnegotiationdealswithafullrangeofinternationalbusinessactivities.Onthegroundsofinternationalinvestment,importandexportofproducts,machinery,equipment,technology,etc.,internationalbusinessnegotiationisaconsultativeprocessbetweengovernments,tradeorganizations,multinationalenterprisesorprivatefirms.Inaword,itisaconsultativeprocessbetweenthebuyersandthesellers.Businessnegotiationiscarriedouteitherbycorrespondenceorbyface-to-facetalk,andinvolvesallkindsoftermsandconditionsofasalescontractincludingquality,quantity,packing,shipment,payment,insurance,inspection,claims,arbitrationandforcemajeureetc.Negotiationsonsomespecialtradingmainlyinvolvethefollowingelementssuchasprocessingandassemblingtrade,compensationtrade,technologyimportationandbusinesscorporation,etc.
Thepragmaticstrategyiscertainlyanecessityforinternationalbusinessnegotiation.Theso-called“pragmaticstrategy”,i.e.“techniquesoflanguageintercourseininternationalbusinessnegotiations”,istomakearesearchofhowtoapplylanguageinthefieldofinternationalbusinessnegotiations.(Jean13)Itattachestheimportancetotheorganiccombinationoflanguageexpressionswithstrategypractice.Thethesisaimstoexploretheuseofpragmaticstrategyininternationalbusinessnegotiation,suchaseuphemisticpresentations,vaguelanguage,meritsdemonstrations,politeandconsideratelanguageandcorrectandlogicallanguage,givefullplaytospeechesinbusinessnegotiationandimprovethesuccessfulproportionaboutbusinessnegotiations.Asaforeigntradeworker,youshouldhaveagoodcommandofexpressiontechniques.
2.TheOverviewonInternationalBusinessNegotiation
2.1TheDefinitionofNegotiation
Negotiationisacommonhumanactivityalso,itisaprocessthatpeopledealwiththeirrelationshipssuchasbuyerandseller,husbandandwife,childrenandparents.(Jeffery5)Peopleneednottopreparefortheprocessbecausethestakesinsomeofthesenegotiationsarenotveryhigh.Butininternationalbusinessnegotiations,therisksareusuallyhigh,peoplehavetogetcarefulpreparations.Bothsidescangetabetterdealuntiltheycontacteachotherpositivelyinthiskindofnegotiation,ratherthansimplyacceptingorrejectingwhattheotherisoffering.Thewholeprocessofnegotiationisbaseduponthepremisethatbothpartiesareinterdependent,thatis,onesidecannotgetwhathe/shewantswithouttakingtheotherintoconsideration.Intheprocessofnegotiation,therearenorules,tradition,rationalmethodsorhigherauthoritiesavailabletoresolvetheirconflictonceitarises.Negotiationisavoluntaryprocessofgivingandtakingwherebothpartiesamendtheiroffersandmodifytheirexpectationssoastocomeclosertoeachotherandtheycanquit,atanytime.
2.2TheFeaturesofNegotiation
Ininternationalbusinessnegotiations,usually,theimportantthingistheprice.Becauseitisdirectlyrelatedtotheeconomicbenefitsofbothsides.Bothsidesseekadesiredresult.
Forthesakeofgettingtheexpectedresultorachieveacertainpurpose,thenegotiatorsshouldcalculatecarefullyanddecidethefollowingthreedifferenttargets:
1)thebesttarget;
2)theintermediatetarget;
3)theacceptabletarget.(Yue36)
Allinall,thepurposeofthenegotiationistoreachanagreementtobothside’sadvantage.Thesuccessfulresultsofthenegotiationslieonthedeterminedobjectives,perseveranceandthelanguageexpressedbythenegotiators.Theyshouldusesoftwords,speaktactfully,uselessflowery,haveasenseofhumorandcreateaharmoniousatmosphereasbesttheycan.
2.3FiveLinksofInternationalBusinessNegotiation
Carryingoutaforeigntrade,internationalbusinessnegotiationisanimportantpart.Itisthebusinessactivitybetweensellerandbuyerbywayofreachingagreementontheprice,quality,quantity,paymentandothertermsandconditionsofasale.Evidently,theconclusionofsalescontractissuesfromthebusinessnegotiationtothesatisfactionofbothsides.
Inviewofthevarioustermsmentionedaboveintheinternationalbusinessnegotiation,toreachtoanagreementgenerallyneedscomingthroughfivelinks:
inquiry,offer,counter-offer,acceptanceandconclusionofacontract.Ofcourse,itisnotnecessarytohaveallthefivelinkstakenforeverytransaction.Sometimes,onlyofferandacceptancewilldo.Itisstipulatedthatonlyofferandacceptancearethetwoessentialfactorsinthelawsofsomecountries,failureofwhichwillmakenocontract.
INQUIRY
InaGeneralInquiry,abusinessmanmentionsclearlyalltheinformationheneeds--approximateinformation,acatalog,orpricelist,asampleorsomesamples,etc..
InaSpecificInquiry,heputshisfingerontheproduct(s)hewants.Hemaydemandforacatalog,apricelist,samples,etc.oraskforanoffer.
Theyshouldbewrittenbrieflyandclearlytothepoint.
Ininquiry,apromptandrespectfulreplyisimperativealso,itshouldcoveralltheinformationaskedfor.
OFFER
Offerisusuallymadetopromisesomespecificbusinesstermsforthebuyeratastatedpriceandwithinastatedperiodoftimebytheseller.
Itismadeinreplytoinquiryofbuyer.
Anofferwillincludethefollowing:
(1)athankfulexpressionfortheinquiry,ifany;
(2)generalinformationasnameofcommodities,quality,quantity,andspecifications;
(3)detailedinformationasprices,termsofpayment,commissions,ordiscounts,ifany;
(4)thewayofpackinganddateofdelivery;
(5)termofvalidityoftheoffer.
COUNTER-OFFER
Counter-offerisforsigningthecontractduringnegotiations,itismadeinresponsetothebuyerbytheseller.
Inthecounter-offer,thebuyermaybeindisagreementaboutthecertaintermortermsinsteadofstatinghisownidea.Suchchanges,nomatterhowslighttheymaystarttobeseen,representthatbusinesshastobenegotiatedontheregenerativebasis.Theoriginalsellernowbecomesthebuyerandhehastheabsoluterightofacceptanceorrefusal.Inthelattercase,hemaymakeanothercounter-offerofhisown.Notuntilbusinessisfinishedorcalledoff,thisprocesscancontinueformanyaround.
ACCEPTANCE
Itisessentialthatabuyershouldmakeanacceptanceduringtheperiodofafirmoffer.Ordinarily,anacceptancetakeseffectwhenitreachestheseller.
Anordercanbetakenasanacceptanceofanoffer.Itshouldbeclearlyandcorrectlywrittenoutandmentionallthetermsoftransaction.Nowmanybuyersuseprintedorderformswhichmakesurethatnoimportantinformationwillfailtotakecare.(Ruan64)
CONCLUSIONOFACONTRACT
Acontract