Application of Euphemism in Cross-border E-commerce English Negotiation under the Belt and Road Initiative

摘要

在全面建成小康社会的关键时期，我国提出了“丝绸之路经济带”和“21世纪海上丝绸之路”的伟大战略，简称“一带一路”。“一带一路”背景下的跨境电商英语谈判与传统意义上的商务英语谈判不同，它是新形势下以双赢为目的的新型合作式谈判，双方都应遵循“求同存异”，礼貌用语，恰当表达等原则。本文立足于“一带一路”建设需求，分析了一带一路对跨境电商英语谈判话语的影响，并探索谈判者应如何正确使用委婉语以促进谈判的成功，即如何在坚持“双赢”的基础上，为自己多“赢”一些。

除了引言和结论，本文主要由四部分组成。第一部分介绍了相关概念，包括一带一路、跨境电商、谈判、委婉语的概念。第二部分介绍了该研究的理论框架。第三部分分析了一带一路战略对跨境电商英语谈判的影响，也是具体分析说明“一带一路”背景下的跨境电商英语谈判与传统意义上的商务谈判不同。最后探讨委婉语在跨境电商英语谈判中的功能以及具体应用方式。

关键词：一带一路;跨境电商;谈判;委婉语

Abstract

In the crucial period of building a comprehensive well-off society, our country proposed the Silk Road Economic Belt and the 21st Century Maritime Silk Road, or “the Belt and Road Initiative”. Therefore, comparing with traditional English business negotiation, the cross-border E-commerce English negotiation under the Belt and Road Initiative is a new type of cooperative negotiation with mutual benefit and win-win as its purpose, both sides should obey principles such as seeking sameness while reserving differences, being polite , expressing appropriately, etc.    Based on the needs of the Belt and Road Initiative, this paper will analyze impacts of the Belt and Road Initiative on Cross-border E-commerce English negotiation and explore how euphemism should be appropriately used by negotiators to promote a successful negotiation. To put it another way, how to make own benefits greater on the basis of a win-win situation.

Apart from the introduction and the conclusion, this paper consists of four parts. It first introduces several related conceptions, including the Belt and Road, cross-border e-commerce, negotiation and euphemism. Then, it shows the theoretical framework of the research. Next, it mainly analyzes the impacts of “the Belt and Road Initiative” on cross-border e-commerce English negotiation, which specifically explains traditional English business negotiation is different from the cross-border e-commerce English negotiation under the Belt and Road Initiative. Finally, it focuses on the functions and application mode of euphemism in cross-border e-commerce English negotiation. 

Key Words: the Belt and Road Initiative; Cross-border E-commerce; Negotiation; Euphemism