摘要

成功的国际商务关系依赖于有效的商务谈判，促使商务谈判成功的因素很多，而礼貌在商务谈判中占有十分主要的位置。
本文从语用学的角度来研究商务谈判中的礼貌，旨在揭示礼貌原则对商务谈判的理论及现实指导意义。文章从礼貌和商务谈判的定义入手，通过对商务谈判成败有着一定影响的格莱斯合作原则、利奇礼貌原则与布朗和列文森的积极与消极面子的讨论，构建了得体准则、慷慨准则和激励准则为主要内容的分析框架，并通过实例分析，进一步验证了礼貌策略在国际贸易谈判中的应用价值及其对商务谈判成败的重要作用。

关键词  商务谈判，礼貌原则，得体准则，慷慨准则，激励准则，礼貌策略

Abstract

The success of international business relationships depends on effective business negotiations. Many factors lead to the success of the business negotiation, while the politeness is the most important one.
This paper studies politeness in business negotiation from the pragmatic perspective. It aims to reveal the practical guiding significance of politeness principle for business negotiation. The paper starts with the definition of politeness and business negotiations together with the Grice’s Cooperative Principle, Leech’s Politeness Principle and Brown and Levinson’s positive and negative face theory, which influence the business negotiation’s success or failure. Then an analytical framework, consisting mainly of tact, generosity and approbation maxims, is formed in accordance with the characteristics of business negotiations. By analyzing some examples in business negotiations, the application value of politeness principles and strategies are demonstrated fully and their vital role that it plays in the business negotiation is also proved clearly.

Keywords   business negotiation, politeness principle, maxim of tact, maxim of generosity, maxim of approbation, politeness strategies

1  Introduction
As the world economy integration and the globalization tendency are strengthening increasingly, the international business activities are becoming more and more frequent. At the international background of China’s entry into WTO, people need to master the principles and skills of foreign business activities; the business negotiation is an important part of the foreign business activities; and business negotiation is economic activity through language, so its success depends largely on the application of language. In the process of negotiation, both sides want to maximize their own interests, so the expression and application of language of two sides have a far-reaching influence on negotiations. Appropriate language can promote the business negotiation smoothly. Being polite is most helpful in negotiating with appropriate language. Applying Politeness Principle to the study of commercial negotiation can help us do better in business negotiations. The use of politeness strategies can reduce the friction, moderate the environment of negotiation, and make both parties get win-win results.