摘　要

随着全球化的发展，各国之间的商务谈判正变得越来越重要。商务谈判行为属于口头沟通，最重要的环节是“讲”，讲又脱离不了语言，所以就会有对语言的理解和语用问题。有学者专注于商务信函而忽视研究口头形式和其他书面材料商务谈判研究。从心理学的角度和经济学角度，学者对贸易谈判进行了分析，但缺乏特定语言的理论支持。鉴于此，本文从礼貌理论的角度来看，结合拉考夫，利奇的礼貌原则，定性分析，深入探讨了消极礼貌和积极的礼貌商务谈判两个方面。消极礼貌和积极的礼貌，可分别用于支持人们的消极面子和积极面子。恰当的礼貌措辞可以保持谈判对方的积极和消极面子，从而使对方不失面子，有利于建立长期的合作关系，实现双方的长远利益。这项研究可以给商务谈判一些指导，帮助他们正确的使用语言策略，最终实现双赢的商务谈判局面。

关键词：商务谈判；礼貌原则；双赢

Abstract

With the development of globalization, business negotiations between countries are becoming very important. The conduct of business negotiations is one type of vocal communication, and the most important aspect is the "talk", which can’t be separated from language. So there will be issues about the understanding of language and pragmatic issues. Some scholars have focused on business letters and neglected other research studies on business negotiations in the form of verbal and written materials. From the economic and psychological point of view, scholars analyzed trade negotiations. But the theories lack specific language support. In view of this, this article, from the perspective of politeness theory, combining the politeness principle of Rakoff, Leach, makes a deep qualitative analysis of the corpus of the negotiations. Positive and negative courtesies can help maintain positive and negative faces respectively. Appropriate wording can keep positive and negative face of the counterpart, so that the other side, without losing face, help to establish long-term cooperative relations and achieve long-term interests of both sides. This study can give some guidance on business negotiations, helping them achieve a correct use of language policy, and ultimately get a win-win situation for business negotiations.

Key words: business negotiation; politeness; win-win

1 Introduction
    This paper is to consider some of the current problems, concepts and their relationships in language learning and the win-win language application strategies in business negotiation under the politeness principle. In the past few decades, these concepts have received countless different pragmatic definition of science and social linguistics. Some definitions of basic on exam can be concluded that the concept of politeness and face should not be equated. In addition, it is common sense and courtesy theoretical concepts should be distinguished. The article also briefly discusses the meaning and significance of politeness related to relationships with face.