The Application of Euphemism in Business Negotiation

摘要:在国际商务谈判中,买卖双方都会尽力向对方表示尊重，并且委婉地表达自己的愿望与想法，以避免造成冲突或导致尴尬，并通过友好交流达成一致意见。本文对委婉语在国际谈判中的功能进行了梳理，然后对委婉语的应用原则进行了总结，随后提出了商务谈判中委婉语的应用策略。本文认为，在还盘等可能造成合作破裂的商务谈判中，应注意礼貌用语，照顾对方面子，使用委婉语可以显示合作的诚意，而具体的语言策略有助于实现预期的交流效果。

关键词：委婉语，商务谈判，氛围，尊重

Abstract: In international business negotiation, both seller and buyer would try their best to show their respect to the other side. In that sense, some circumlocutory words are needed. The interlocutors would express their wishes and opinions indirectly, aiming to reach consensus without offending or embarrassing each other. The goal of this thesis is to study the function of euphemism in international business negotiation and summarize the principles of using euphemisms. It also proposes some strategies of using euphemisms in business negotiation. In business activities which may threat the success of the negotiation like the counter offer, we should emphasize the importance of politeness and try to protect others’ faces. By using euphemisms, we can show our sincerity and achieve the anticipated goals of the negotiation.

Key words: euphemisms, business negotiations, atmosphere, respect

Introduction

With an aim of advocating “Going Out” Strategies, China spares no effort in availing the opportunity of globalization. Song Zhiping, chairman of China National Building Materials Group Corporation, said in China Entrepreneur Summit1 that: “Transformation from within doesn’t mean switch to another industry. It means opening up new markets through innovation.” At the same time, China is driving hard for the project of improving its infrastructural level from “made in China” to “created in China” and then to “intelligent manufacturing in China”. In a word, Chinese are doing their best to optimize globalization, and minimize the gap between China and the developed countries.