Abstract:
 Business negotiation is a complex human activity, which plays an important role in economic interaction. Actually, it is a kind of economic activity through language. In business negotiation, it improves the successful proportion to attach the importance to the organic combination of language expressions with strategy practice. Both parties have to cooperate with each other as well as compete against each other. Either party will strive to maximize own benefit while maintaining cooperation with the other. Therefore it is indispensable for one side to choose effective negotiating strategies and language in gaining advantages over the other. Among those strategies, politeness strategy and its relevant language are of great importance in business negotiation. Based on Brown and Levinson’s face theory, this paper analyzes the application of politeness strategies in business negotiation such as expressing compliments, adopting empathic technique, euphemistic presentations, fuzzy wording, and understatement. The reasonable application of these strategies contributes to a successful business negotiation. Politeness strategies can enhance the mutual trust and understanding among negotiators so as to increase the odds for negotiation success. So politeness strategies provide some guided functions for business negotiation.

Key words: business negotiation; politeness strategies; positive politeness strategies; negative politeness strategies
           
摘  要：
商务谈判是一个复杂的人类活动,在经济活动中扮演着一个重要的角色,然而在本质上是一种运用语言进行经济的活动。在商务谈判中，重视语言表达和谈判策略的二者有机结合能够提高商务谈判的成功率。谈判双方既有合作的一面，又有冲突的一面。谈判的任何一方在谈判的过程中都力图赢得最大利益。因此使用有效的谈判策略及语言是不可缺少的，其中礼貌策略及其相关的语言起着重要作用。本文根据布朗和莱文森的面子论，分析了礼貌策略在商务谈判中的应用，如恭维语的表达，移情法，委婉语的表达，模糊语运用以及低调陈述。这些策略的合理利用有助于商务谈判的成功。它能增加谈判者之间的信任度，提高谈判中的自觉性，增加谈判成功的机会。因此，在理论上和实践上，礼貌语言策略都对商务谈判起着一定的指导作用。

关键词：商务谈判；礼貌策略；积极礼貌策略；消极礼貌策略

1 Introduction
With the rapid development of international trade and economic cooperation, foreign trade is more and more frequent and business negotiation has become one of the indispensable roles. However, business negotiation is a complicated business activity in which parties attempt to reach an accord that specifies how they will act toward one another. In order to maximize his interests and satisfy the other part, negotiator usually employs the accommodating language. Using effective negotiating strategies and language can conduct a successful negotiation or to be an excellent negotiator.