礼仪在商务谈判中的意义与策略学位论文.docx
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礼仪在商务谈判中的意义与策略学位论文
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
TableofContents
Abstracti
摘要ii
1.Introduction………………………………………………………………………………….....1
2.LiteratureReview.......................................................................................................................2
2.1DifferentNegotiatingStylesinEasternandWesternCountries…………....…..…………2
2.1.1Easterncountries.......................................................................................................2
2.1.2Westerncountries…………………………………………………………………..3
2.2DifferentBusinessEtiquetteandCustominEasternandWesternCountries……....….…4
2.2.1Status……………………………………………………………………….………4
2.2.2Taskversustimeconcepts4
2.2.3Chinese"Yes"versusAmerican"Yes"4
3.TheMeaningofEtiqueteeinBusinessNegotiation…………………………………………6
3.1UnderstandingCultureDifferences………………………………………………………..6
3.2PromotinganEffectiveBusinessNegotiation6
4.TheStrategiesofEtiquetteinBusinessNegotiation………………………………………...7
4.1EnhancingCommunication7
4.1.1Communicationskills7
4.1.2Communicationtaboos7
4.1.3Goodrelationshipincommunication8
4.2UsingProperLanguage8
4.2.1Courtesy8
4.2.2Conciseness8
4.2.3Clarity8
4.2.4Correctness9
4.2.5Constructiveness9
4.2.6Concession9
4.3EtiquetteonDifferentOccasions9
4.3.1Etiquetteforgreetingandsend-off9
4.3.2Businessdressetiquetterequirements10
4.3.3Taboosinbusinessnegotiation10
5.Conclusion……………………………………………………………………………………12
Bibliography13
Acknowledgements14
1.Introduction
Withglobaleconomyisadvancingatastaggeringspeednowadays,businessnegotiationbecomesmuchmoresignificantinthefieldofbusinesscontacts.Justknowinginternationalbusinessknowledgeforbusinessstaffisnotenough,eitherinwrittenexpressionofcorrespondencesorinbusinessnegotiation;etiquettehelpstoestablishgoodenvironmentoffacilitiesandtoeasilyachievetheexpectedtargetforbothsidesifpeoplecouldpolitely,implicitly,euphemisticallyandgraciouslystatetheirownopinionsorgivesomesuggestionswhentheyarenegotiatingwiththeirbusiness.Consequently,businessetiquetteplaysakeyroleinbusinessactivities.Wecanuseproperlanguagetocommunicatewithourcounterpart,letthembelieveinusandwillingtodointernationaltrade.What’smore,usesomegoodstrategiesindoingbusinesscanhelpustoexplainourpointtoourcounterparteasily.
Businessnegotiationisaimportantstepforinternationaltrade,asabusinessman,useetiquettetoknowwhat’smattertoourpartner,thenfindoutthewaystodealwiththeproblems.Etiquetteinbusinessnegotiationplayakeyroleinourbusiness.Ifindoutmanywaystonegotiatewithourcounterpart.
SoIwillshowsomeexampletointroducethenegociationmethodshowtodointhebusinesstrade,Ihopeitcanbeagoodwaysandmethodtodobusinessinternationaltrade.
3LiteratureReview
2.1Differentnegotiatingstylesineasternandwesterncountries
Guan(关世杰,1995:
357)saidthateasterncultureemphasizesmodestyguidelineswhilewesterncultureemphasizesappropriatenesscriteria.Modestyguidelinesrequirepeopletoreducetherecognitionoftheirandtrytodepreciatethemselves.Butwesterncultureconsidersthatacceptanceofeachothercanavoiddamagetopraiseeachother'sface,sothatit’spolite.Andasaresult,westernersareoftenpleasedwithcomplimentsandshowthanks,ontheotherhand,easternersalsorefusethecomplimentsandtheysuggestmodestyandinferiorthemselvestohaverespect.What’smore,easternersoftendoself-communicationandlearnsomethingbythemselves;ontheotherhandwesternersdolessself-communicationandoftencommunicatewitheachother.Thefollowingaresomeexamplesofnegotiatingstylesindifferentcountries.
2.1.1Easterncountries
Ononehand,Chinesetendtohavebusinessnegotiationinaratherindirectmanner.Chinesetaketimetoseewhethertheirprospectivebusinesscontactsarereallyreliableashumanbeings,forexample,byinvitingthemtoapartyandsocializingwiththem.
Onanother,thedecision-makingprocessofChinesecompaniesisconsideredtobeveryslowandtime-consuming.
Besides,Carley(2006)statesthat“Chinesenegotiatorisdistinguishedbyconcernfor“face”.The“face”issueismostimportant.”Thenegotiatormustbeseentobenegotiatingwithsomeofkeystatusandauthority.Hemustnotbeforcedtolosefacebyfailtostandhispointorhardtosendhismessagetohispartnerduringnegotiations.Thefinalagreementmustbeonethatenableshimtosustainorpreferablyimprovehisfaceasperceivedbyhisacquaintances.
IndividualismisnotacharacteristicofJapanesenegotiators;theyrarelycometothetableingroupslessthanthree.ThepersondoingthemosttalkingfortheJapanesesidewillmostprobablynotbethepersoninchargeofthenegotiations.
TheJapanesewillnotdiscusspointsthatarenotpartoftheprearrangedagenda.Smalltalkswillbekepttoaminimumandinquiresintopersonalideasorthinkingwillrarelybemakeoraccepted.
Japanesenegotiatorsarefamousfortheirambiguousresponsestoproposals.Theyviewvaguenessasaformofprotectionfromlossoffaceincasethingsgosour.Theyrarelygiveasureanswerorneversaynoduringthediscussprocess.Tomaintainsurfaceharmonyandpreventlossofface,Japaneserelyoncodesofbehaviorsuchastheritualofthebusinesscards.Japanesenegotiatorsdressedandbehavedformallyandaremorecomfortablewithvisitorswhodolikewise.
ManyJapanesecompaniesstillmakedecisionsbyconsensus.Thisisatime-consumingprocess.Anotherreasonistobringpatiencetothenegotiatingtable.Therefore,quickanswerstoanyquestionorproblemarealmostimpossible.
TheJapanesemaintainharmonyatallcostsandwillsmilethemostwhentheyaretheleastcomfortableatthenegotiatingtable;iftheproposalisunacceptable,“no”isnottoldinadirectmanner.Postponementsandrequestsforfurtherresearchshouldbeunderstoodasapreludetofailure.
2.1.2Westerncountries
Therearesomanycountriesinthewestoftheworld,IwillchooseAmerican,AustraliaandBritishasexamplesinthefollowing.
TheAmericanstyleisverydirectandtheytrytodemandthesamefromcounterparts.Generally,Americansopenlydisagreeanduseaggressivepersuasivetacticssuchasthreatsandwarnings.Americanstendtomakeconcessionsthroughoutthenegotiations,settlingoneissue,thenproceedingtothenext.Thusthefinalagreementisasequenceofseveralsmallerconcessions.WithintheAmericanculture,greatrespectisattachedtoeconomicsuccess.Thereisconcerntoacquirethesymbolsofmaterialsuccess.
TheAmericanstyleofnegotiatingispossiblythemostinfluentialintheworld.Itischaracterizedfirstbypersonalitieswhichareusuallyoutgoing,andquicklyconveysincerity.Personalitiesareconfidentandpositiveandreadilyflowintoexuberantconversation.
AnAmericannegotiatorappreciatestheattitudeofthesearchforsearchofeconomicgaining.Hisstrengthsareparticularlyhighinthebargainingphasesofnegotiation.Henaturallymovesquicklytowardsthosephases.Headaptstousetacticstogainadvantages,andexpectsotherstohavethesameprofessionalism.Americansdopreferspeedynegotiationsandgetannoyedwithtoomuchextraneoussocializingorpostponement.Theyareusedtocuttingdealsshortjusttosavetime.Americansmakedecisionsbaseduponthebottomlineandoncold,hardfacts.Theydonotplayasafriend.Economyandperformancearemuchmoreimportantthanpeople.Businessisjustbusiness.
Dodd(2006)oncesaidthat“theAustraliansaretoughbreedandtheyenjoyedcompetition”.Theyencouragedlong-termrelationshipsandprefertoworkwithpeopletheyrecognizedasfriends.Beingdirectwhilenegotiating,theAustraliansarekeentospotdeceptionandtheyfeelnohesitationtowalkawayfromthetableiftheyfeeloneisholdingbackinformation.
Australianswillhaggle,butonlytoasmalldegree.WaitingforthepricetodropisanAustralianpastime.SinceAustralianstendtodislikebazaarhaggling,visitingnegotiatorswillgetbetterresultsbyopeningdiscussionswitharealisticbid.Thenegotiatingprocessmaytakemoretimethanitwouldinsomeotherdeal-focusedbusinesscultures,thoughlessthaninstronglyrelationship-focusedmarketssuchasJapan.
Becauseoftheirrelativelysmallpopulationandremotelocation,theAustralianshavebecomeexperiencedtravelersandnegotiators.Theyresearchthetargeteconomiesandcompaniesingreatdetailwithaneyetowardlimitingsurprisesatthetable.Beassuredthatthey'llknowallabouttheprospectivecompanyandculturebeforethefirstmeeting.
ChangandLi(常宗林&李云,2007)saidthat“theBritishareoldhandsatinternationalbusiness.Theirhistoryofnegotiationininternationalbusinessgoesbackcenturies.Thedepthoftheirknowledgeiswithoutcomparison.Theymayputawidesafetymarginintheiropeningpositionsoastoleaveroomforsubstantialconcessionsduringthebargainingprocess.”
BritishbusinessmovesatamoredeliberatepacethanAmericanbusiness.Presentationsshouldbedetailed,astheBritishhaveseeneverything"underthesun"andthereisnothingnewthere,sogettothepoint.
Britainisanorderlysocietyandpunctualityismandatory.Englishmenarrangeappointmentsinadvanceandpresentanagendaasearlyintheprocessaspossible.
TheEnglisharereservedratherthanexpressiveordemonstrat