礼貌原则在跨文化商务谈判中的应用研究

论文总字数：31919字

摘 要

在经济全球化的今天，跨国商务合作越来越频繁，跨文化商务谈判一直起着在其中发挥着至关重要的作用，礼貌原则的应用有助于达成有利于双方的协议。因此，如何在跨文化商务谈判中灵活运用礼貌原则显得尤为重要。 本文以礼貌原则的研究为基础，结合跨文化商务谈判中的实际案例，探究了利奇的礼貌原则在跨文化商务谈判中的应用及效果。本研究有助于人们更好的理解和应用礼貌原则，促进谈判顺利进行，获得最大效益。

关键词：礼貌原则；跨文化商务谈判；应用及效果

Contents

1. Introduction………………………………………………………………1

1.1 The background of the study……………….………………………………1

1.2 The significance of the study……………….………………………………1

1. Literature Review………………………………………………….…….2

2.1 Politeness principle and researches on politeness principle…….…..........2

2.2 Researches on cross-cultural business negotiation…………………….5

1. Application of Politeness Principle in Cross-cultural Business Negotiation …………………………………………………………………...6

3.1 Application of tact maxim and generosity maxim………………….6

3.2 Application of approbation maxim and modesty maxim.………….…....7

3.3 Application of agreement maxim and sympathy maxim…...…………….9

1. Recommendations of Politeness Principle in Cross-cultural Business Negotiation …………….…………………………………………………..10

4.1 To create a harmonious atmosphere of negotiation………………….……10

4.2 To obtain a satisfactory outcome of negotiation............…………………...11

5. Conclusion………………………………………………………………...12

Works Cited…………………………………………………………………...14

1. Introduction

1.1 The background of the study

China"s accession to the WTO and the advancement of globalization have made China the second largest economy and one of the fastest growing economies in the world. As the trend of economic globalization and integration is further strengthened, China is playing an increasingly important role in the world economic system. International commercial exchanges are increasingly frequent.

Cross-cultural business negotiation, as an important means of international business exchanges, is the cornerstone of the establishment of trade relations between countries. Cross-cultural business negotiation is essentially an economic activity using a language, as trade negotiators, “They must develop a trans-cultural vision that is not bound by national definition. They must be able to convey this vision clearly to others. They also need the necessary communication skills to put this vision into practice in diverse workplaces.” (Ting-Toomey 4). Therefore, the success of cross-cultural business negotiation depends on the use of language.

Politeness is a visible social phenomenon, a means to get a certain purpose, and a customary code of conduct. Politeness is a universal phenomenon recognized by all members of the society. It is widespread in all social groups. It is an indispensable way to successful communication among social members and a guarantee for language users to achieve the desired communicative effect. The politeness principle was put forward by English linguist Leech that reasonably explains why the principle of cooperation cannot explain the use of indirect language. Politeness principle is especially important in cross-cultural business negotiation, because politeness is the foundation of good interpersonal and cooperative relationships. Therefore, it is of great practical value to study the application of politeness principle in cross-cultural business negotiation for achieving win-win situation in cross-cultural business activities.

1.2 The significance of the study

The study of politeness, as a field of pragmatics, has received extensive attention from linguistic researchers in recent years. Many linguists proposed many principles and rules from different angles. Among them, Leech’s PP is very popular and widely used by later researchers and scholars.

In this research, based on the previous researches of politeness principle and the cases of cross-cultural business negotiation, the author will study the application and effect of politeness principle in cross-cultural business negotiation by applying Leech"s politeness principle.

The analysis of this study may help people better understand the principle of politeness that the reasonable use of politeness principle can create a good negotiation atmosphere and facilitate the smooth development of negotiation. The use of politeness principle can reduce misunderstanding between the two parties to a certain extent and reduce unnecessary losses, obtain the expected results and achieve a win-win result.

2. Literature Review

With the acceleration of China’s economic development, cross-cultural business negotiations are increasingly frequent. Politeness principle is significant in cross-cultural business negotiation. It is valuable to study the practical application of politeness principle in cross-cultural business negotiation. In this part, the author will give a brief introduction of some terms and researches of politeness principle and cross-cultural business negotiation.

2.1 Politeness principle and researches on politeness principle

Politeness principle is the language restriction rule formed by people in the course of daily communication, and it is also the theoretical basis of studying language communication. Besides, the politeness principle reflects different contents because of the influence of culture. In 1967, Grice, an American language philosopher, proposed his politeness principle, which is also known as "Cooperation Principle". Among them, the content of communication should be true, concise and full, not empty, and the quantity, quality and way of communication should be demanded. After that, Leech criticized and developed the principle of cooperation and proposed the principle of politeness, which successfully explained the indirectness of people"s expression intention and made up for the content not mentioned in the principle of cooperation.

According to Yule, “Politeness, in an interaction, can then be defined as the means employed to show awareness of another person’s face.” (Yule 60). The ultimate goal of politeness is “the attainment of comity” (Leech 104). Leech proposed the "politeness principle" (PP) and believed that the purpose of politeness is to minimize the influence of impolite statements (negative politeness) and maximize the influence of polite illocutions (positive politeness) (Leech 80).

To make up for the deficiency of Grice’s Cooperative Principle, British linguist Geoffrey Leech put forward the politeness principle, which includes the following six principles: Tact Maxim, Generosity Maxim, Approbation Maxim, Modesty Maxim, Agreement Maxim and Sympathy Maxim (Leech 132). Under each maxim, there are two sub-maxims in pairs:

(1) Tact Maxim (in impositives and commissives)

a. Minimize cost to other

b. Maximize benefit to other

(2) Generosity Maxim (in impositives and commissives)

a. Minimize benefit to self

b. Maximize cost to self

(3) Approbation Maxim (in expressives and assertives)

a. Minimize dispraise of other

b. Maximize praise of other

(4) Modesty Maxim (in expressives and assertives)

a. Minimize praise of self

b. Maximize dispraise of self

(5) Agreement Maxim (in assertives)

a. Minimize disagreement between self and other

b. Maximize agreement between self and other

(6) Sympathy Maxim (in assertives)

a. Minimize antipathy between self and other

b. Maximize sympathy between self and other

(Leech 132)

Leech pointed out that all the maxims and sub-maxims are not equally important. In terms of the constraint of conversational behavior, tact maxim is more powerful than generous maxim, and approbation maxim is more powerful than modesty maxim (Leech 133). This reflects a general rule that politeness is more focused on other aspects than the self. There is no doubt that Leech"s politeness principle has made a great impact in the field of politeness and has been widely used in politeness researches.

Chinese culture has always pursued the "state of etiquette" as one of its cultural goals. According to the source and flow of politeness in Chinese culture, Gu Yueguo put forward four politeness characteristics: respectfulness, modesty, attitudinal warmth and refinement. According to Leech’s politeness principle, Gu Yueguo proposed five politeness principles in 1992. These principles have Chinese characteristics:

(1) Self-denigration Maxim: Positive evaluation and appreciation of other people’s face, social status, etc.;

(2) Appellation Maxim: Use proper appellation to address others;

(3) Refinement Maxim: Self’s expression of goodness, consideration, and warmth to others;

(4) Agreement Maxim: Self’s behavior to others which meets certain standards;

(5)Virtues-words-deeds Maxim: On motivation, minimize the cost of others and maximize the benefit of others; in language, maximize the benefit you get and minimize the cost you pay.

(Gu 11-14)

In business negotiations, long-term interests should be the ultimate goal. Politeness is the idea and principle that should be adhered to in business negotiations. In this paper, the author mainly studies the practical application of Leech"s politeness principle in business negotiations.

2.2 Researches on cross-cultural business negotiation

Business negotiation is the process by which two or more parties coordinate the exchange of goods or services and try to reach an agreement on their exchange rates. (Wall 4). It is a process in which two or more parties with common and conflicting interests make and discuss clear proposals on the specific provisions of an agreement that may be reached. (Max 15). In a world, business negotiation is mainly a process in which two parties communicate and negotiate with each other on the transaction terms of the subject matter in order to coordinate and improve their economic relations and meet the needs of trade in the economic field.

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