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论文2.docx

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论文2

TheApplicationofPragmaticStrategyforInternationalBusinessNegotiation

Abstract：

WithWTOaccession,Chinaisbecomingincreasinglyglobalizedandinterrelated.Negotiationisattheheartofeverytransactionand,forthemostpart,itcomesdowntotheinteractionbetweentwosideswithacommongoalbutdifferentmethods.Thepragmaticstrategyiscertainlyanecessityforinternationalbusinessnegotiation.Thethesisaimstoexploretheuseofpragmaticstrategyininternationalbusinessnegotiation,suchaseuphemisticpresentations,vaguelanguage,meritsdemonstrations,politeandconsideratelanguageandcorrectandlogicallanguage,givefullplaytospeechesinbusinessnegotiationandimprovethesuccessfulproportionaboutbusinessnegotiations.

KeyWords：

pragmatic;businessnegotiation;strategy

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