Abstract and Key Words

Abstract: Business negotiation is a kind of economic activity through our daily language. Whether it succeeds or not depends on the use of language. In business negotiation, disparities and conflicts are inevitable due to both parties, cooperation with each other as well as being competitive against each other. It lacks systematic and theory. The author analyzes concrete cases with the guidance of Cooperative Principle, Relevance Theory and Politeness Principle to see how to use Pragmatic Principle effectively to make business negotiation succeed. Many books have been published to offer guidelines for business negotiation, but they rarely pay attention to Pragmatic Principle in business negotiation. So this thesis aims to analyze concrete cases in business negotiation with Cooperative Principle, Relevance Theory and Politeness Principle. It is hoped that this research will enrich our business negotiation theory and promote business negotiation activities.

Key words: Business negotiation; Cooperative Principle; Relevance Theory; Politeness Principle

摘要：商务谈判本质上是一种运用语言进行的经济活动。它的成功与否一定程度上依赖语言的运用。在商务谈判中，谈判双方既相互竞争又要相互合作，因此，冲突和争端是不可避免的。有鉴于此，作者以语言学中的合作原则、礼貌原则结合关联理论为指导，用案例具体分析如何合理有效的运用语用原则促进商务谈判的成功。大量的出版物都为商务谈判提供了指南，但是对商务谈判语用原则的研究并不多。所以本文旨在结合具体事例探讨商务谈判中的合作原则、关联论和礼貌原则。希望本论文的研究，可以丰富我国的商务谈判理论，促进商务谈判活动的顺利进行。

关键词：商务谈判；合作原则；关联论；礼貌原则

1. Introduction
Business Negotiation is a process that different economic entity parties through communication, negotiation, compromise, cooperation and other means to define the possible business opportunities for their own interests and needs. The characteristic of business negotiation aims at achieving economic interests. Therefore, in order to achieve successful and effective negotiation, many scholars did quite a lot of research in negotiating principles, theory and etiquette strategies.
Grice, an American linguistic philosopher, firstly puts forward Cooperative Principle. According to this principle, he builds four corresponding standards: Maxim of Quantity, Maxim of Quality, Maxim of Relation and Maxim of Manner. The famous scholar Leech comprehensives the view of Brown and Levinson, puts forward the Politeness Principle. Among them, Face Theory, which puts forward by Brown and Levinson, is an influential theory used to explain politeness phenomena. In Chinese and Western cultures ,“face” has different cultural meanings.