摘  要

商务谈判，是一种为了达成协议或寻求解决问题的方法，也是在谈判人员之间进行的交谈、讨论、阐述乃至质疑、争辩的过程。谈判的任何一方在与对方合作的同时，都力图赢得最大利益。其间，商务英语谈判中的礼貌语言与行为在商务行为中有着重要的作用。学者们把礼貌当成一种语言学现象，提出很多相关的理论，其中最有影响的是利奇的礼貌原则以及布朗和列文森的保面子理论。本文试浅析商务谈判中礼貌原则在穿着，语言，行为三方面的体现以及礼貌策略中得体准则，慷慨准则和委婉表达方式的合理运用来得出如下结论：遵守礼貌原则，运用礼貌策略能增进谈判者之间的信任，缩短双方的距离，缓解紧张的气氛，从而增加谈判成功的机会，并为商务英语谈判取得共赢奠定良好的基础。

关键词：商务英语谈判；礼貌原则；礼貌策略

Abstract

Business negotiation is a process that at least two or more parties with common and conflicting interests endeavor to reach an agreement of mutual benefits. It is essentially a kind of verbal communication activity. Whether it will succeed relies largely on the use of language. Each party involved will try to win the biggest benefits while keeping cooperation with each other. In the meantime, English business language manners and behaviors play the important roles in business negotiations. Scholars have put politeness as a linguistic phenomenon, and put forward a lot of relevant theories. While the most influential ones are Leech’s Politeness Principle and Brown and Levinson's Face Theory. This paper analyzes the embodiment of politeness principles in business negotiation from the following three aspects of dressing, language and behavior etiquette, as well as the rational use of politeness strategies with tact maxim, generosity maxim and euphemistic expressions, which leading to the conclusion: complying with politeness principle, and using politeness strategies can enhance trust between negotiators, shorten the distance between the two sides and ease tense atmosphere, thus to increase the opportunity of successful negotiations, also to lay a good basic of achieving win-win result in English business negotiations.

Key words: English business negotiation; politeness principles; politeness strategies

1  Introduction
1.1 Definition of English business negotiation
Business negotiation is defined as a negotiation dealing with business affairs in its modern sense. It arranges the disposal of conditions and terms of trade by discussions. Business negotiation is treated as an integral part of the total international business activity and a tool to achieve the general commercial interests of the parties involved. It may finally lead to agreement through negotiations and compromise. It includes consultation, bargaining, mediation, arbitration and sometimes, even litigation. Negotiation is at the heart of every transaction and, for the most part, it comes down to the interaction between two sides with a common goal---profits.