本科毕业设计-礼仪在商务谈判中的意义与策略

文摘要要本文主要研究商务谈判中礼仪的形式、风格、作用，从不同的方面进行对比并且运用案例分析礼仪在商务谈判中的作用是如何体现的。

熟练得体的运用国际商务礼仪有助于双方在平等互利的基础上建立贸易关系，树立自身的良好商业形象，促进从事国际商务跨文化交际活动的双方相互交往沟通和传递信息，从而获得商务活动的成功。

同时指出，由于文化不同世界上各民族都有其独特的商务礼仪原则或准则，因此我将学习不同文化背景下人们应当如何在商务谈判中运用礼仪的相关技巧。

关键词：礼仪；商务谈判；策略iiTable of Contents Abstract (i)摘要................................................................................................................................................. i i1.Introduction (1)2.Literature Review (2)2.1 Different Negotiating Styles in Eastern and Western Countries (2)2.1.1 Eastern countries (2)2.1.2 Western countries (3)2.2 Different Business Etiquette and Custom in Eastern and Western C ountries (4)2.2.1 Status (4)2.2.2 Task versus time concepts (4)2.2.3 Chinese "Yes" versus American "Yes" (4)3. The Meaning of Etiquetee in Business Negotiation (6)3.1 Understanding Culture Differences (6)3.2 Promoting an Effective Business Negotiation (6)4. The Strategies of Etiquette in Business Negotiation (7)4.1 Enhancing Communication (7)4.1.1Communication skills (7)4.1.2 Communication taboos (7)4.1.3 Good relationship in communication (8)4.2 Using Proper Language (8)4.2.1Courtesy (8)4.2.2 Conciseness (8)4.2.3 Clarity (8)4.2.4 Correctness (9)4.2.5 Constructiveness (9)4.2.6 Concession (9)4.3 Etiquette on Different Occasions (9)4.3.1 Etiquette for greeting and send-off (9)4.3.2 Business dress etiquette requirements (10)4.3.3 Taboos in business negotiation (10)5. Conclusion (12)Bibliography (13)Acknowledgements (14)1.IntroductionWith global economy is advancing at a staggering speed nowadays, business negotiation becomes much more significant in the field of business contacts. Just knowing international business knowledge for business staff is not enough, either in written expression of correspondences or in business negotiation; etiquette helps to establish good environment of facilities and to easily achieve the expected target for both sides if people could politely, implicitly, euphemistically and graciously state their own opinions or give some suggestions when they are negotiating with their business. Consequently, business etiquette plays a key role in business activities. We can use proper language to communicate with our counterpart, let them believe in us and willing to do international trade. What’s more, use some good strategies in doing business can help us to explain our point to our counterpart easily.Business negotiation is a important step for international trade, as a businessman, use etiquette to know what’s matter to our partner, then find out the ways to deal with the problems. Etiquette in business negotiation play a key role in our business. I find out many ways to negotiate with our counterpart.So I will show some example to introduce the negociation methods how to do in the business trade,I hope it can be a good ways and method to do business international trade.2Literature Review2.1Different negotiating styles in eastern and western countriesGuan(关世杰, 1995: 357)said that eastern culture emphasizes modesty guidelines while western culture emphasizes appropriateness criteria. Modesty guidelines require people to reduce the recognition of their and try to depreciate themselves. But western culture considers that acceptance of each other can avoid damage to praise each other's face, so that it’s polite. And as a result, westerners are often pleased with compliments and show thanks, on the other hand, easterners also refuse the compliments and they suggest modesty and inferior themselves to have respect. What’s more, easterners often do self-communication and learn something by themselves; on the other hand westerners do less self-communication and often communicate with each other. The following are some examples of negotiating styles in different countries.2.1.1 Eastern countriesOn one hand, Chinese tend to have business negotiation in a rather indirect manner. Chinese take time to see whether their prospective business contacts are really reliable as human beings, for example, by inviting them to a party and socializing with them.On another, the decision-making process of Chinese companies is considered to be very slow and time-consuming.Besides, Carley (2006) states that “Chinese negotiator is distinguished by concern for “face”. The “face” issue is most important.” The negotiator must be seen to be negotiating with some of key status and authority. He must not be forced to lose face by fail to stand his point or hard to send his message to his partner during negotiations. The final agreement must be one that enables him to sustain or preferably improve his face as perceived by his acquaintances.Individualism is not a characteristic of Japanese negotiators; they rarely come to the table in groups less than three. The person doing the most talking for the Japanese side will most probably not be the person in charge of the negotiations.The Japanese will not discuss points that are not part of the prearranged agenda. Small talks will be kept to a minimum and inquires into personal ideas or thinking will rarely be make or accepted.Japanese negotiators are famous for their ambiguous responses to proposals. They view vagueness as a form of protection from loss of face in case things go sour. They rarely give a sure answer or never say no during the discuss process. To maintain surface harmony and prevent loss of face, Japanese rely on codes of behavior such as the ritual of the business cards.Japanese negotiators dressed and behaved formally and are more comfortable with visitors who do likewise.Many Japanese companies still make decisions by consensus. This is a time-consuming process. Another reason is to bring patience to the negotiating table. Therefore, quick answers to any question or problem are almost impossible.The Japanese maintain harmony at all costs and will smile the most when they are the leastcomfortable at the negotiating table; if the proposal is unacceptable, “no” is not told in a direct manner. Postponements and requests for further research should be understood as a prelude to failure.2.1.2 Western countriesThere are so many countries in the west of the world, I will choose American, Australia and British as examples in the following.The American style is very direct and they try to demand the same from counterparts. Generally, Americans openly disagree and use aggressive persuasive tactics such as threats and warnings. Americans tend to make concessions throughout the negotiations, settling one issue, then proceeding to the next. Thus the final agreement is a sequence of several smaller concessions. Within the American culture, great respect is attached to economic success. There is concern to acquire the symbols of material success.The American style of negotiating is possibly the most influential in the world. It is characterized first by personalities which are usually outgoing, and quickly convey sincerity. Personalities are confident and positive and readily flow into exuberant conversation.An American negotiator appreciates the attitude of the search for search of economic gaining. His strengths are particularly high in the bargaining phases of negotiation. He naturally moves quickly towards those phases. He adapts to use tactics to gain advantages, and expects others to have the same professionalism. Americans do prefer speedy negotiations and get annoyed with too much extraneous socializing or postponement. They are used to cutting deals short just to save time. Americans make decisions based upon the bottom line and on cold, hard facts. They do not play as a friend. Economy and performance are much more important than people. Business is just business.Dodd (2006) once said that “the Australians are tough breed and they enjoyed competition”. They encouraged long-term relationships and prefer to work with people they recognized as friends. Being direct while negotiating, the Australians are keen to spot deception and they feel no hesitation to walk away from the table if they feel one is holding back information.Australians will haggle, but only to a small degree. Waiting for the price to drop is an Australian pastime. Since Australians tend to dislike bazaar haggling, visiting negotiators will get better results by opening discussions with a realistic bid. The negotiating process may take more time than it would in some other deal-focused business cultures, though less than in strongly relationship-focused markets such as Japan.Because of their relatively small population and remote location, the Australians have become experienced travelers and negotiators. They research the target economies and companies in great detail with an eye toward limiting surprises at the table. Be assured that they'll know all about the prospective company and culture before the first meeting.Chang and Li (常宗林& 李云, 2007) said that“ the British are old hands at international business. Their history of negotiation in international business goes back centuries. The depth oftheir knowledge is without comparison. They may put a wide safety margin in their opening position so as to leave room for substantial concessions during the bargaining process.”British business moves at a more deliberate pace than American business. Presentations should be detailed, as the British have seen everything "under the sun" and there is nothing new there, so get to the point.Britain is an orderly society and punctuality is mandatory. Englishmen arrange appointments in advance and present an agenda as early in the process as possible.The English are reserved rather than expressive or demonstrative in the way they communicate. This is evident in their use of understatement, low-contact body language and restrained gestures.Americans may find the British process is too time-consuming but for the rest of the world's business cultures it is quite normal.2.2 Different business etiquette and custom in eastern and western countries2.2.1 StatusPerson's position or rank is much more important in Eastern countries than in the western countries. Take Japan as an example, the first thing they do is to change business cards when business persons meet. This allows the members of the group to establish their rank and importance. Only after this has been determined can they continue with the tasks assigned to them. Status is very important in eastern countries. For example, a title such as Mr., Mrs., or Ms. Should is used in business negotiations. This will be taken as a sign of disrespect even though the opposite is intended. The official title of each person should be used, such as Chairman, President, Commissioner, or Manager. An American business person should make sure that the proper titles are used when he is negotiating with an interpreter. This means all parties should present understanding that they are being shown the respect due to their rank.2.2.2 Task versus time conceptsThe Eastern cultures do not share the Western's concept of time. Time is of the essence to the western people. Ye(叶淑霞, 2003) once said that “in Eastern countries how much or how little time is required to complete a task is not as important as the job itself. The important thing is that the individual has agreed to complete the task and has every intention of doing so. Also it is important in the situation that the person has met his or her immediate needs by agreeing to complete the task.”Working for an hourly wage, has little meaning to persons that are task oriented. The job is the important thing but not how long the task will take to complete.2.2.3 Chinese "Yes" versus American "Yes"One of the great difficulties pertaining to communication between the American and the Asian cultures is their concept of what is polite. The Chinese have a great fear of offending others based on Asian Culture. Faith and responsibility in business negotiations are very important.A Chinese will immediately avoid any kind of behavior that will offend or cause inconvenience. Here is an example: if an American business person wants to make an appointment with an associate, he or she will call the individual, and they will agree on a date and time for the meeting. If there is no conflict, one can expect that the business person will be present at the appointed date and time. If a conflict should arise and the person is unable to keep the appointment, then he and she will call and make other arrangements. All these are understood when an American says "yes". In the same situation, saying "yes" does not mean that a Chinese will meet at the agreed time and place. In this culture, an individual will agree to meet even if he or she has another obligation at the exact same time. The reason for this is that in the Asian cultures, the desire to please-- not to offend or cause immediate inconvenience--is much more important than the fact that individual has a conflict and cannot meet at the appointed time. The Chinese is saying "yes", I like and respect you and, therefore, want to please you. I really want to meet you at a time that I do not have a conflict. If you understand why a Chinese says "yes", then you will know that I may or may not be at the meeting. If I am not, you will not be offended but will continue in your efforts to meet with me until we establish a time when I am free to do so. Then, we can conduct the business that is important to both of us.3.The Meaning of Etiquette in Business Negotiation3.1 Understanding culture differencesEtiquette has been described as the mirror of culture. When people from different cultures communicate, culture-specific factors affect how they translate and send their messages. Linell (1999) said that “etiquette helps in business negotiation with people from different cultural literacy. It is necessary in order to understand the etiquette being used”. The etiquette used in negotiation also is a means of clear communication so that party emerges from the process wondering whether they’ve agreed to something they don’t understand or to which they have been pushed to agree for fear of losing face by admitting a lack of comprehension.3.2 Promoting an effective business negotiationZhang Yanbing (2001) thinks that” etiquette is promoting an effective business negotiation. It will help you become the outgoing one.” Etiquette also is essential on a day-to-day basis in situations ranging from business negotiating and team buildings, to taking part in meetings. Whether around the dinner table with a group of friends or the boardroom table with fellow executives, etiquette provides the bridge between having something to say and making that contribution effectively. It can also certainly track your career fast.4The Strategies of Etiquette in Business Negotiation4.1 Enhancing communicationEtiquette can enhance mutual communication. People who speak a common language can be just as frustrated as people who speak different language, but when you have two parties that speak a different language, with a different culture, and at the same time are trying to do business together - Communication plays a very important role.4.1.1Communication skillsWhen doing business, one of the most vital parts is respect others. Some communication can obtain success between the involved parties.(ⅰ) Respect your counterparts. People respect your counterparts in spite of gender, age, color of skin, education and etc. Also you have to use polite way to your counterparts. Everyone want to be respect from other people no matter what race you are.(ⅱ) Eye contact. While you speak someone, you should watch him/her; your eye should tell me you are sincerely and kind to communicate with him. Tell your partner you are really want to do business with him.(ⅲ) Raise your question. This is to indicate you are listening seriously what he/she say some time you may repeat his words to confirm your understanding is correct. All of these demonstrate you respect your counterparts.(ⅳ) Not force people to accept you. It is useless to force people to accept your standpoints. Meanwhile you need to observe someone may accept you, but for the sake of "face", he/she is impossible to express "you are right, I am wrong". You should allow people to take time to think it over, then buy off your standpoints(ⅴ)Keep patient and not emotion. During communication process, you need to make your counterparts more comfortable, and then you may succeed it.(ⅵ) Never forget the power of your attitude, since nothing gives a person so much advantage over another as to remain cool and unruffled under all circumstances.（ⅶ）Never judge the actions and motives of others since it is impossible to look into someone's heart or mind.4.1.2 Communication taboosIt is unfortunate that the two main parties normally need to rely on an interpreter to communicate; therefore, a good way to express your sincere is etiquette such as gesture or body language. Good communication starts with good etiquette. Experience has shown that to be able to show good etiquette to let each part understand different people, some people also think and express themselves differently. It is hard to grasp the whole picture when doing business. Having an understanding of the involved people is important, because sometimes subtle hints are given. Etiquette for business negotiating includes:(ⅰ) Do not have the appropriate background knowledge or is not familiar with the topic tounderstand the whole situation(ⅱ) Do not misleads one party for his or her own agenda4.1.3 Good relationship in communicationA good interpreter with knowledge and experience is extremely important in the success of cross-border deals. Interpreters also need to be good relationship managers as they can play key roles in:(ⅰ) Creating a pleasant and comfortable communication environment to enhance the relationship between the two parties(ⅱ) Assist in exploring and understanding the needs of each party(ⅲ) Help out in situations that come to a "dead-lock"(ⅳ) Assist in avoiding cross-cultural misunderstanding4.2 Using proper languageYe (叶淑霞, 2003) states that “one of the challenges of the international business negotiation is overcoming the barrier of language.”Differences in language understanding between negotiating opposites raise some peril in every international business transaction because each negotiating party prefers quite naturally to use the language whose nuances he knows best. For instance, “Detente”, as a French word, has a clear meaning but does not translate easily into the English language; the consequences of the translation difficulty have had world-wide importance. Because some hand gestures and body movements are acceptable in one culture yet deeply offensive in another culture, they are rarely appropriate communications aid in international negotiations.The objectives of business negotiation are to obtain complete understanding between the involved parties. These objectives can be achieved by following some principles for negotiating language.4.2.1CourtesyCourtesy is not mere politeness. It stems from a sincere You-attitude. The courteous negotiator should be sincere and tactful, thoughtful and appreciative, and try to avoid irritating, offensive statements.4.2.2 ConcisenessConciseness means saying things in the fewest possible words. A concise negotiator should keep his language simple, use short words and sentences. There is no point complicating a difficult task with difficult language, to achieve conciseness, try to avoid ambiguous statements.4.2.3 ClarityBai (白若德. 2008.)said that “do not be afraid to ask questions if there is anything you do not understand”. It is good way to avoid any misunderstandings that might influence the successof your negotiation. To achieve it, a negotiator should keep in mind his purpose and use clear wording to avoid ambiguous statement.4.2.4 CorrectnessCorrectness refers to not only correct usage of sentence grammar and structure, but also to standard language, proper statement, and accurate figures as well as the correct understanding of commercial jargons.4.2.5 ConstructivenessBe constructive not destructive—treat your opposite number with respect, sensitivity and tact, and try to avoid an atmosphere of conflict. This will create a feeling of harmony and goodwill, which should encourage willingness to compromise.4.2.6 ConcessionThink about language skills for concessions or trade-offs and develop strategies for breaking and deadlocks in negotiations. Keep in mind that progress should be towards a mutual goal, and parties should respect each other, treat each other as equals and resolve their disputes through peaceful negotiations.4.3 Etiquette on business occasionsEtiquette in business negotiation is essentially about building relationship among negotiating parties. Most negotiations have two main goals: creating strong deals and building good relationships. It is critical that negotiators should achieve win-win goals in today’s business climate.4.3.1 Etiquette for greeting and send-off(ⅰ) Determine the level and size for greeting and send-offThe level of greeting and send-off are determined by three factors: 1) the rank and the purpose of the negotiators; 2) the relationship to have someone in the same business with the same or similar rank, title or status in charge of the greeting and send-off. If the designated person cannot go, someone with a similar position or a deputy of the designer can act on his behalf. An explanation to the visitors may be necessary on such an occasion. Higher level and bigger size for greeting and send-off may be arranged only when you have an exceptionally close relationship with the other party or you have a special reason to do so.(ⅱ) Prepare for the receptionIt is time to consider the arrangement of accommodation for the negotiating party once you are notified of the date of their arrival. You may contact them before they set out to see whether they have arranged for their lodging. If not, or if this is their first visit, you may reserve rooms for them in a hotel. Upon their arrival, after exchanging greetings, you may take the guests to the hotel. Schedule for the next day can be arranged on the way to the hotel or upon arriving at the hotel.4.3.2 Business dress etiquette requirementsZhang (张燕彬, 2001) said that“ proper dressing at business meetings is essential, as it is a sign of respect for the person with whom you meet.” The following are the etiquette guidelines for attire at business meetings, presentations, receptions and information sessions: (ⅰ) Formal business dressWear shirts that are nicely starched and not take right out of the dryer. White shirts should be white, not yellowish. Men's ties should be seen.White shirts should be white, not yellowish. Men's ties should be seen and not heard.Women should avoid wearing several pieces of jewelry, especially dangling, chunky sorts. Wear accessories and jewelry that make you look polished and professional. Make sure skirts are at least knee length. Women should always wear hosiery, and shoes with heels. You should try to be on the conservative side rather than trying to look glamorous.(ⅱ) Business casualMen should avoid Khaki pants and "loud print" shirts. Consider dark-colored slacks with a nice Oxford shirt with muted colors and a conservative matching tie. If the weather is cold, put on a nice solid color sweater. Another option is to war dark slacks, solid or bold striped shirt, and a nice dark-colored sports coat or blazer. Belt and shoes should match.Women should consider wearing business skirts with appropriate blouses, such as silk, polyester, or rayon with attractive prints. Nice slacks with a blazer or pants suits are also acceptable. Larger pieces of jewelry are acceptable for business casual. Shoes with the flat heels or small heels are appropriate, and of course, always wear hosiery.4.3.3 Taboos in business negotiation(ⅰ) ChinaHao (浩瀚, 2008) said that“ foreigners are not expected to know all of these things when they do business with Chinese, however your knowledge of what is not acceptable can make your business negotiation in China much smoother.”For a start, you may consider recording the meeting conversations either openly or secretly. Though it might be an ethical taboo in your culture, it does have the advantages of helping you or the interpreter to recall any information that was missed out in the meetings.When someone gives a business card to you, do not stick it in your hip pocket. Also, don’t stick it in your wallet and then put your wallet in your hip pocket. You would be symbolically stating that you want to sit on them! Putting a business card in your wallet and then placing the wallet in a front pocket is no problem.After eating a meal, never leave your chopsticks sticking up in the left-over rice at the bottom of your bowl. This is what people do at shrines when offering a meal to their ancestors' ghosts. Doing it in a restaurant would be a terrible curse on the proprietor.The following gifts and/or colours are associated with death and should not be given:Clocks (giving a watch is ok)Straw sandalsA stork or craneHandkerchiefsAnything white, blue or blackDon't lose your temper. You can be form as long as you remain polite but to lose one's temper is an absolute loss of face.When sitting, do not point the bottoms of your feet to any person. Try to sit cross-legged or tuck your legs underneath you.(ⅱ) English-speaking peopleIn almost every culture, people avoid certain words or topics because of their unpleasantness. Besides swear words which seem to represent universal taboos, other topics like one's age, income, marital status, political views, or religion are also "forbidden zones" to some people in some cultures.For example, in interaction with English-speaking people, do not ask the people the following:How old are you?How much money do you make every month?How much did that dress cost you?Are you married or single?Are you a Christian?Do you go to church?5. ConclusionThere has been much research on negotiation etiquette, and there is fortunately now a good deal of information around that can guide us in our quest for becoming better negotiators or do effective business negotiation. Most likely, as with many of the other information mentioned in the paper, we have to learn how to negotiate through trial and error. Most likely, we have developed particular individual styles that we are comfortable with. However, there are certain ways of negotiating etiquette that are simply more productive than others.The more and better the communication is the greater the amount of information shared or extracted, and the greater demand to build-up etiquette, the more likely is the possibility of creating the satisfaction that negotiators are exchanging at the end of the day. In order to be effective the negotiators operate as detectives searching for clues to the values and interests of their counterparts. They avoid assumptions about partner concerns; they look for what does matter to the partner rather than what should matter. In short, they must be careful not to allow cultural stereotypes to determine his or her relations with local businesspersons.。