摘　要

商务谈判是生意双方或多方为了共同利益的同时又存在矛盾冲突时讨价还价的过程。促进商务谈判的因素有很多，但礼仪在其中占着很重要的作用。商务礼仪反映的不仅仅是个人素质与教养，而且关系到公司的形象和地位。本文主要要探讨的是商务谈判中的商务礼仪。作者从定义出发，在了解商务礼仪的作用及原则上，简要分析商务谈判过程中的礼仪环节。商务礼仪与一般的社会礼仪有着相同之处，但因为其中涉及到商业利益故又有着差异之处。在商务谈判中的，商务谈判人员要遇到各色各样的人，所以就必须要了解并学习一定的商务礼仪。这样才有利于生意的达成并建立良好的合作关系。

关键词：商务谈判；商务礼仪；商务谈判人员

Abstract

Business negotiation is one process that two parties or more negotiate with each other with the purpose of the interests. The success of negotiations may consist of many skills, but etiquette is an indispensable part. Business etiquette not only reflects the quality and breeding of a man, but also relates to the image and status of one company. This paper mainly talks about business etiquette in business negotiation. The author begins with the definitions, and analyzes the etiquette in the process of business negotiations on the basis of understanding the business etiquette functions and principles. Business etiquette has in common with general social etiquette, but there exist some difference because of the business interests. In the process of business negotiations, business negotiators will encounter different kinds of people, so they had better understand and learn some knowledge of business etiquette. Finally, it is conducive to conclude a deal and establish good relationship. 

Key words: Business negotiation; business etiquette; business negotiator

1 Introduction
After entering into the WTO, China has been associated with other countries’ business more closely, and the business activities are getting more frequent. In the drastic market competition, if one wants to win the advantage position in international business, business negotiation plays an important role in international trade. Of course, the business etiquette is also very significant. With the rapid development of international economy and multi-cultural society, the requirements of business etiquette are gradually increasing. Business etiquette is increasingly becoming the necessary knowledge by business personnel. Therefore, discussing the important functions of etiquette in business negotiation and analyzing some general business etiquette briefly are an academic and practical value’s topic. Now, more and more business personnel pay attention to business etiquette. A lot of universities also have opened the related curriculum. Business etiquette can be said an emerging industry. Nowadays, a number of people are engaged in business etiquette--trainers. China native trainers switched to the trainers. At the end of 20 Century, business etiquette training began to teach in schools with Jin Zhengkun, a professor of Renmin University of China. Gradually, it forms two groups: academism and practical group.