礼仪在商务谈判中的意义与策略学位论文.docx

礼仪在商务谈判中的意义与策略学位论文.docx

《礼仪在商务谈判中的意义与策略学位论文.docx》由会员分享，可在线阅读，更多相关《礼仪在商务谈判中的意义与策略学位论文.docx（11页珍藏版）》请在冰豆网上搜索。

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