论文总字数：36386字

摘 要

随着中英两国贸易的发展迅速，商务谈判越来越频繁，而两国谈判者采用不同礼貌策略直接影响谈判的结果。本文首先介绍商务谈判和礼貌策略的定义及分类，然后从礼貌策略六个原则角度对比分析中英商务谈判的差异：得体策略，慷慨策略，赞扬策略，谦逊策略，赞同策略，同情策略，并分析这些差异存在的原因。最后得出结论：在中英商务谈判中，双方对礼貌策略的应用有所不同。中方注重得体、慷慨、谦逊、赞同和同情策略，而英国注重得体和赞扬策略。基于此，中方和英方在商务谈判中不仅要正确的使用自己的礼貌策略，而且还要理解对方的礼貌策略的使用，这样才能进行有效沟通，通过商务谈判将贸易成功的进行下去，达到双赢的结果。

关键词：中英商务谈判；礼貌策略；对比研究

Contents

1. Introduction……………………………………………………………1
2. Literature Review……………………………………………………1
3. Business Negotiation …………………………………………...3
4. Politeness Strategies…………………………………………………….3
5. Comparative Analysis in Politeness Strategies between China and Britain…………………………………………………………………4

5.1 Tact Maxim………………….……………………………………..……4

5.2 Generosity Maxim…..........…………………………………….………5

5.3 Approbation Maxim…….……………………………….……….…......7

5.4 Modesty Maxim……………………………………………….…….…8

5.5 Agreement Maxim……….…………………………………….……….9

5.6 Sympathy Maxim……………………….………….………….………11

1. Reasons for the Differences …………………………………………..12
2. Conclusion……………………………………………………………14

Works Cited………………………………………………………………15

1. Introduction

With the development of economic globalization, the trade between China and Britain is becoming more and more frequent. In the first half of 2018 alone, bilateral trade between China and Britain increased by 12.9 %. The prime minister has signed an 80 billion bill on her visit to China and declared the golden age of relations between China and Britain. This means that our country must attach great importance to our trade with the British side. In international trade between two sides, business negotiation is a necessary step and plays a crucial role. The successful outcome of the negotiation is the signing of the contract. The deepening Sino-British trade relationship makes both sides pay more attention to the quality of the trade negotiation. Politeness strategies are needed to increase the quality of negotiation and promote friendly relations between the two countries. Politeness strategies are embodied in many aspects: codes of dress etiquette for trade teams for both parties, introductory address after the meeting, expressions of gratitude, congratulations, criticism and advices, etc. There are great differences in politeness strategies between China and Britain. Therefore, it is very important to learn the way to use politeness strategies correctly in Sino-British business negotiation. Only by analyzing these differences between two countries and taking appropriate measures can trade negotiation proceed more smoothly.

2. Literature Review

There are many scholars at home and abroad who have done some researches on the comparative study of politeness strategies in business negotiations between China and the United Kingdom. Foreign scholar Y Huang proposed different politeness strategies between China and Britain in greeting others, address terms, expressing thanks and apologizes and analyzed reasons for the differences from social backgrounds, communicative circumstances and cultural differences(Huang 183). Zhou Jun made a comparative study of politeness between English and Chinese cultures, and he also emphasized the importance of pragmatics strategies in business negotiation(Zhou 242).Sun Kang made an analysis of politeness principle in Sino-British language and culture to remove the communicative barriers(Sun 268). Zhang Dongdong unfolded a research on Brown and Levinson’s theory of politeness including face threatening strategy, positive and negative politeness strategies, fuzzy expressions and applications to break the deadlock in negotiation(Zhang 238). Wu Na and Gao Yuling analyzed the application of Politeness Principle in business negotiation from etiquette courtesy including gestures, body, eyes and smiles, and these principles guided our communicative behavior and helped achieve success in the negotiation(Wu 192).

There are also many domestic scholars who made researches on this topic. Peng Li and Xie Qingsong compared the application of politeness strategy between Chinese and British business negotiation from the angle of cultural difference, and pointed out that the negotiators should make rational use of politeness language strategy and have correct psychological and cultural preparation in negotiation(Peng and Xie 283). Hu Lan analyzed the importance of politeness strategies in business negotiation from the perspective of pragmatics, and illustrated the results of different politeness strategies. Finally, he emphasized the importance of pragmatic techniques(Hu 118). Wang Lu introduced six politeness principles including property, generosity, Credit, humility, consistency, sympathy, and she also analyzed the performance of politeness strategies in business negotiation from two aspects: meeting etiquette and language etiquette and how to use them correctly(Wang 366). Xu Rui compared the politeness language strategies between China and Britain in business negotiation from the aspects of vague expression, euphemistic suggestion, low-key statement and praise, and analyzed the different cultural connotations and values of the two countries. Finally, he proposed that the negotiators should understand each other"s culture to use politeness strategies rationally(Xu 293). Ha Shihui analyzed the extensive application of politeness strategies embodied by fuzzy qualifier in business negotiation and the pragmatic function of politeness strategy in business negotiation, so as to promote the smooth progress of business negotiation(Ha 18). These previous studies have shown great reference value for the comparative study of politeness strategies in business negotiation between China and Britain. However, some studies have not specifically analyzed the differences in politeness strategies and the reasons for them, and some of them do not have a clear focus on politeness strategies. This thesis will analyze the differences of politeness strategies between Chinese and British business negotiation from the perspective of six politeness strategies in a brand-new way and the way to deal with this difference in business negotiation.

3. Business Negotiation

Business negotiation is a kind of economic negotiation. It refers to the negotiation between different interest groups on the commercial relations between the two sides for the purpose of obtaining economic benefits (Li 3). Here, Business negotiation has two meanings: one is business, the other is negotiation. The former indicates the nature of the behavior and content, while the latter indicates the process of operation and the mode of activity. In business negotiation, without business, it is impossible to explain the specific objectives and content of negotiation; without negotiation, it is impossible to explain the course of business operation and the mode of business activities. It can be seen that business negotiation is such an activity of mutual negotiation on trading conditions in order to achieve the objective of commodity trading. Business negotiation is an important means for enterprises to carry out economic and trade activities. It is a special type of negotiation that has its own rules and rules. It is a scientific and artistic unified business negotiation which is often related to the success or failure of the transaction. As a result, it is increasingly becoming an important knowledge that enterprises must learn to master the strategy of business negotiation. It is also the focus of business managers to learn.

4. Politeness Strategies

Leech viewed that Politeness strategy refers to a way of expressing feelings about others in a specific social context and reducing the threat to self-esteem (face) to a minimum and he proposed the Politeness Principle which is formulated in a general way from 2 aspects which is to minimize the expression of impolite beliefs and maximize the expression of polite beliefs. The Politeness Principle encompasses six maxims including Tact Maxim, Generosity Maxim, Approbation Maxim, Modesty Maxim, Agreement Maxim, and Sympathy Maxim(Leech 81).

In international business negotiation, politeness language is an effective negotiation strategy as a skill to obtain results for negotiation and agreement, and different language expressions reflect different politeness levels. How to use politeness strategy is the key to international business negotiation. As the two large economies in the world, China and Britain carry the essence of eastern and western cultures. Different ways of thinking between China and Britain may cause difficulties to bilateral trade, especially the differences in politeness strategies. These differences are the results of a long period of social life between the two countries and deserve to be respected. Proper methods should be found to deal with these differences. Here introduce six kinds of politeness strategies and analyze the differences strategies between China and Britain.

5. Comparative Analysis in Politeness Strategies between China and Britain

5.1 Tact Maxim

Tact Maxim asks negotiators to minimize cost to other negotiators and maximize benefit to them(Leech 81). That is to say, proper behaviors must be performed in the business negotiation. There is no doubt that the right dress makes a deep first impression no matter in China or Britain and both sides will have an interest in having deep conversations. Proper appearance shows the importance that both parties attach to this trade activity and respect for each other, so it is a very important point to pay attention to. What to wear and what not to wear must be clear. The negotiators must be appropriate in dress.

5.1.1 Tact Maxim from the Chinese side

In business negotiation, proper dress is very important. It gives other negotiators a very good first impression. The negotiators always wear clothes that are consistent with their age. The older negotiators are dressed more dignified and calm. At the same time, negotiators carefully consider the color of their clothes. Black, white and grey are the safe colors of clothing collocation. Men must wear formal suits and ties with the color of decency and orthodoxy like blue, grey, brown and black. Their clothes will not match more than three colors. Ties are generally divided into arrow ties and flay-headed ties. In business negotiation, men need to wear arrow ties. The color of the tie should be darker than the color of the shirt and suit. When wearing a suit, men should make sure that the socks are the same color as the suit, preferably in a single solid color. Socks can be slightly darker than trousers or the same colors with the shoes. Men can take off their suits and wear long-sleeved shirts in the office, but they must wear suits when meeting formally. Ladies should wear dark suits. The first choice is to wear dresses, especially overskirts. In business negotiation, overskirts are equated directly with the professional women negotiators.

5.1.2 Tact Maxim from the British side

British negotiators also have their own style of dress. In business negotiation, men wear tuxedos or dark suits, and women wear western-style dresses. Men do not wear striped tie so they do not resemble the British Legions logo. There are also some taboos in British dress.

The British negotiators are very particular about patterns. They resent portraits and images of elephants, peacocks, owls, etc. Peacocks are seen as a symbol of disaster. Peacocks displaying their feathers is showing off and it is a bad habit that isn’t worth emulating. They also think the elephant is a dull animal and this kind of pattern is not suitable for clothes. More importantly, negotiation demands that no clothing, such as political badges and religious emblems, should be worn to represent the beliefs of oneself and any other social group. Most countries in the world are sensitive to religious beliefs, Britain is no exception.

5.2 Generosity Maxim

Generosity Maxim asks negotiators to minimize benefit to themselves and maximize cost to themselves(Leech 81). It means that we can express as little as possible what is good for us.

5.2.1 Generosity Maxim from the Chinese side

In business negotiation, when the both sides of negotiators want to share a supper with each other, the Chinese negotiators like saying“Don’t stand on ceremony, make yourself at home. ”or “Eat as much as you like.”And they are always scrambling to buy the bill. From this point of view, Chinese negotiators are generous. In China, it"s very rude if you invite someone to have dinner and ask someone to pay for it. When they are engaged in business activities, they will also prepare rich gifts to show their sincerity in doing business with British businessmen before meeting them. If they were hosts, they would be ready for British negotiators from tickets, hotels, to trips, and Chinese negotiators would arrange everything for them. In business negotiation, they communicate in a modest and courteous manner to show their respect such as “Is there anything I can do for you?” or “Can I help you?” They ask this kind of questions to sacrifice their freedom and do what the other part asks to close a deal with them.

5.2.2 Generosity Maxim from the British side

Compared to Chinese negotiators, British negotiators seem less generous. British businessmen have their own unique habits and characteristics. British businessmen are proud and conservative, and they always keep a distance when they come into contact with others. So it is difficult for them to be close to others before they begin to approach slowly. In the event of occasional disputes in business negotiation, British businessmen will argue with no mercy, and even it is not easy for them to admit their mistakes and make apologies to the other side. According to the characteristics of British businessmen who are good at arguing and do not change their views easily, they must be impatient in their business activities with the Chinese negotiators, and the British negotiators will not sign the contract until they agree to every detail. If you impose your meaning on him, not only will it not succeed, but also will increase the opposition of the other party. In addition, in the Sino-Britain course of business negotiation, there will always be a stalemate in negotiation due to various reasons, such as differences of opinion, mutual suspicion, argument, tension, and so on. When the negotiators encounter these problems, the British negotiators will not think calmly and rationally to coordinate the interests of both sides, welcome each other"s different views and avoid quarrelling.

5.3 Approbation Maxim

Approbation Maxim asks negotiators to minimize the derogation of others and maximize the praise of others(Leech 81). Praise is indispensable to modern communication. A few words of moderate perfection can make the other side produce affinity psychology for the smooth business negotiation.

5.3.1 Approbation Maxim from the Chinese side

The Chinese negotiators are not good at and do not like to praise others. When talking with British negotiators before business negotiation, they prefer to talk about lives, such as “Did you eat?” or “Are you busy in recent months?” rather than praise others. They think there is no need to praise others. They think that business negotiation is a very serious matter and is not suitable for revealing other emotions. They are more cautious about the economic interest-linked activities of Sino-British business negotiations. So they will talk to British businessmen for a few extra words, but they won"t take the initiative to praise them.

5.3.2 Approbation Maxim from the British side

Compared with Chinese negotiators, British negotiators seem to like praising others. They think it is human nature to praise others, and praising others is not a behavior of flattering others. If talking with Chinese negotiators, they will show praise to them. They hold the view that praise can make the other part feel appreciated and respected, thereby enhancing the feelings and trust of both sides and increasing the chances of successful negotiation. In business negotiation, British negotiators may say：“You look good on your clothes, You are so beautiful”or “You are in great shape”. These simple pre-negotiation praises will make the communication more smooth and make the atmosphere more relaxed so that it will lead to a more propitious negotiation.

5.4 Modesty Maxim

Modesty Maxim asks negotiators to minimize praise of self and maximize dispraise of self which indicates that the negotiators should reduce praise for themselves(Leech 81). The negotiators may be strong or weak in terms of strength background, but equality and mutual benefit have always been the prerequisite for the long-term development of trade cooperation, so the two sides of the negotiation have maintained the mentality of modesty and self-confidence, regardless of whether they are in advantages or disadvantages. It’s precious for winning the respect of each other and the successful control of negotiation.

5.4.1 Modesty Maxim from the Chinese side

The Chinese negotiators have always advocated self-esteem and opposed self-affirmation and self-expression. In China, "Pride hurts and humility benefits" has always been advocated. People who like self-expression are arrogant in the eyes of others. Objectively speaking, at all times and in all countries, people stand for humility. But Chinese negotiators like to respond to compliments with modesty. In business negotiation, if the Chinese negotiator is praised for his cleverness, “You are so smart. Your idea is perfect.” He might say “No, I’m very stupid and my plan is not good”. The foreigner would feel very embarrassed. It’s just like saying you are wrong. Overconfidence can also make a team appear arrogant and unstable. Therefore, modesty and self-confidence are not equal to inferiority and arrogance. It is wrong to develop modesty into self-devaluation, and excessive modesty may cause problems. It seems that Chinese have excessive modesty.

5.4.2 Modesty Maxim from the British side

For most British negotiators, modesty is not necessary. They find it pleasant to be praised and often say thank you after being praised. For example, Chinese negotiator says to a woman from the British side: “You are quite pretty”. The woman answers him: “Thank you, I’m glad to hear that”. This conversation seems natural. When the Chinese negotiator says to the British negotiator: “It must have been a tiring journey to come here.” They will say“ Yes, we are tired out.”Chinese negotiator says“You did a wonderful job”, they answer“Yes, didn’t I?” They will respond sensibly to greetings or compliments given to them, rather than putting modesty in the first place.

5.5 Agreement Maxim

Agreement Maxim asks negotiators to minimize disagreement between self and others and maximize agreement between self and others, that is to say the both parties of negotiation should reduce inconsistencies in opinion(Leech 81). The negotiators should play down the subjective attitude and respect each other"s position. A successful business negotiation results in a win-win situation rather than trying to overwhelm others. A wise negotiator in negotiation, even if the aim is to promote their products, will say “we” instead of “I”. It tells the negotiators to take the position of the other side and the attitude of the other side. Changing “I (us)” to “you (you)” makes the other party feel their importance and respect. It is easy to get the other side of the favor to promote the success of the transaction. What is more, people always say that talking is a kind of art. Talking skills are also important. Some negotiators offend when they speak, so it will cause themselves constant troubles or even disasters. In business negotiation, the conversation must be conducted in the right time and environment in the right way in order to deal with the relationship between the negotiators. The purpose of using any specific language, whether in Chinese or foreign languages, is to promote communication, trust and understanding between two sides in negotiation. In this point, the agreement strategy seems especially important.

5.5.1 Agreement Maxim from the Chinese side

In business negotiation, the two sides need to introduce themselves to each other, and foreign negotiators need to be accompanied by reception, all of which are indispensable for communication. Differences in languages can cause difficulties in communication between two sides, in the Sino-British negotiation, Chinese negotiators are willing to communicate in English to show respect and recognition. For British businessmen who do not understand Chinese, speaking English is also friendly. For Chinese businessmen, not only can they use English in practice, but also they have the opportunity to communicate effectively with the local people. When listening to the British businessmen, Chinese negotiators cooperate actively and listen carefully. They should have eye contacts and match them with actions. The tone of the negotiation should give people a sense of equality and courtesy, that is, mutual respect. The volume of the conversation should be moderate, clear and concise to express what you want to state. The form of statement should also be taken seriously. The conversation should be centered on topics of mutual interests, not self-centered so that this kind of conversation will neglect respect for the other side. Under normal circumstances, the conversation should not be casually denied or interjected. This point is very detrimental to the negotiation. The point of view should be understood and there should be room for it, and even suggestions should be made with questions rather than imperatives. Business negotiation requires negotiators to respect each other. Naturally, Chinese negotiators have to attach great importance to the name of the negotiators, and they should follow the rules when addressing other people. In Britain, personal name is in front of surname, the negotiator should pay attention to take care of their habits, and follow the local customs to win the other party’s favor from the name address questions. In the United Kingdom, formal occasions such as business negotiation should be called by their full names. Only among people who are very close to each other can call their name directly.

5.5.2 Agreement Maxim from the British side

Most English negotiators have a good habit of being polite. Englishmen always think a lot for others. But it doesn’t mean the British negotiators are willing to show their agreements with others. They don"t ask people to do things they don"t want to do. That’s true. If they have to ask someone to do something, they will say it very politely, such as: "I know the trouble I am causing you, but would you mind…." or "I don"t really like to ask you, but I have some questions in the offer." In business negotiation, when dealing with Chinese negotiators, Englishmen are generally very understanding, considerate, caring and respectful. The following conversation reflects this characteristic:

The Chinese negotiator: This project will bring us a lot of profits.

The British negotiator: Really? I think we will encounter a lot of problems before carrying it out.

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