礼貌原则在外贸谈判中的应用
The Application of Politeness Principles in Foreign Trade Negotiation
摘要
近年来，全球化成为一个显著的趋势。自中国加入WTO，全球化趋势显得更为明显。鉴于中国对外贸易和与各国间商业接洽的频繁性，外贸谈判也越来越受到国人的重视。本文以外贸谈判为主题，阐述Leech提出的礼貌原则的内容和其在外贸谈判中的应用，并通过实例论证礼貌原则在外贸谈判中的指导意义。论文坚持实事求是原则，通过查阅相关期刊和专著，采用归纳总结已有经验，得出以下结论：1.外贸谈判中，优雅而不缺乏技巧的语言表达是相当必要的。；2.同样的，其间谈判者得体的行为也是非常重要的；3.谈判者要深刻认识到并尊重由于各国不同历史、地理、种族、宗教和政治体系导致的文化差异；4.谈判中，贸易争端几乎是无法避免的，重要的是如何做到求同存异，实现双方利益的最大化。本文旨在给从事对外贸易人们提供一些外贸谈判反面的有益建议。
关键词：外贸谈判；礼貌原则的应用
Abstract
In recent years，globalization has become a significant tendency. After China’s entering WTO, the tendency seems more evident. As the frequency of foreign trading and business contact among china and other countries increases, the negotiations during foreign business have been paid much attention in our country. This paper focuses on foreign trade negotiation, expounding the main content and the application of politeness principles put forward by Leech, and discussing the guiding importance of PP in negotiations. The study adheres to the principles of seeking truth from facts, by concluding and summarizing using old stipulations, searching related periodicals and monographs, and by using data studies, comparison analysis to proceeds. The following conclusions are reached: (1) Good and decent manner during negotiations is important; (2) graceful and skillful expression in negotiations is necessary; (3) Cultural difference resulted from countries’ history, geography, races, religious and political systems is in universal existence, negotiators should fully understand and equally respect; (4) Conflicts are almost unavoidable during foreign trade negotiations, but the essence is how to seek common points when reserving difference and to realize bilateral benefit maximization.
Key words: foreign trade negotiation; the application of Politeness Principles