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1、如何使用恰当的礼仪来取得跨文化国际商务谈判的成功AcknowledgementsHaving finished this thesis, I would like to express my gratitude to all those who have helped me during the writing of this thesis.First of all, I gratefully acknowledge the help of my supervisor, Wang Dandan. I do appreciate her patience, encouragement, and
2、professional instructions during my thesis writing. In the writing of the thesis, she has spent much time in reading through each draft and provided me with inspiring advice. Without her help, the completion of this thesis would not have been possible. Then, I owe a special debt of gratitude to all
3、the teachers in Foreign Languages Institute. Because of their devoted teaching and enlightening lectures, I have benefited a lot in the learning of English. Also, I would like to thanks my roommates and classmates who have give me a lot of valuable advice to this thesis.Finally, I should like to exp
4、ress my gratitude to my family who have always been helping me out of difficulties and supporting me without a word of complaintAbstractSince 1978, China began to carry out reform and opening-up policy. With the further development of economy, international business activities grow day by day. How t
5、o conduct business negotiation is one of the most important factors in the international business activities. It is the key to keep the business activities going along well. In recent years, with business activities spreading far and wide around the world, more and more people are paying their atten
6、tion to the business etiquette which has a great influence on the business negotiation. Though the etiquette is not the decisive factor to the business negotiation, it can affect the result directly or indirectly.The thesis consists of four parts. In part one the writer gives a brief introduction to
7、 business negotiation and business etiquette. In part two the writer states the importance of business etiquette and lists some examples to show the importance of choosing proper etiquette in different culture patterns. Part three is about business etiquette which should be taken according to the cu
8、lture of different partners at different negotiating stage. At this part, America, Japan and Germany are the typical countries for the further statement of choosing proper business etiquette. In part four, the writer draws a conclusion that businessmen should attach great importance to etiquette and
9、 make etiquette a key factor to promote successful business negotiation.Key words: international business negotiation; business etiquette; negotiator摘要自从1978年，中国实施改革开放政策以来，中国在经济上取得了重大的突破和举世曙目的成就。随着经济进一步的发展，国际商务活动日益频繁。商务谈判，作为当前国际商务活动最重要的形式之一，如何开展商务谈判是确保商务活动顺利进行的关键所在。近年来，随着商务活动在全球范围内的迅速蔓延， 对商务活动有着重要影响
10、的商务礼仪得到越来越多的人的关注。虽然商务礼仪不是商务谈判中起决定性的因素，但它能够直接或间接的影响商务谈判的结果。本文包含四个部分：在第一部分作者分别介绍了商务谈判和商务礼仪；第二部分作者陈述了商务礼仪的重要性并举例说明在不同文化形势下选择恰当礼仪的重要性；第三部分作者列举了在不同的谈判阶段根据不同谈判伙伴应该使用的商务礼仪；最后，作者得出总结：商务人员必须重视商务礼仪，并且应该把商务礼仪作为促使商务谈判成功的一项重要因素。关键词：国际商务谈判； 商务礼仪；谈判者Outline Introduction.11.1 Brief Introduction of International Bus
11、iness Negotiation.11.2 Brief Introduction of Business Etiquette.2The Importance of Etiquette in International Business Negotiation.42.1 The Importance of Etiquette in Business Negotiation.42.2 The Importance of Choosing Proper Business Etiquette in Different Culture Patterns5 Choosing Proper Busines
12、s Etiquette at Different Stage of Negotiation.73.1 The preparatory Stage of Negotiation.73.1.1 The Etiquette of Making Appointment.73.1.2 The Etiquette of Dressing.93.1.3 The Etiquette of Choosing Negotiating Style12 3.2 The Conducting Stage of Negotiation153.2.1 The Etiquette of Meeting163.2.2 The
13、Etiquette of Discussing18 3.3 The Stage of Signing Contract.193.3.1 The Etiquette of Signing193.3.2 The Etiquette of Gift Giving.20 Conclusion24Bibliography.25On International Business Negotiation through Using Proper Business Etiquette I Introduction1.1 Brief Introduction to Business NegotiationWit
14、h the high development of the economy, people in the modern society may have a chance to go on a business, so the word “Business Negotiation” is not strange to us any more. But for its real meaning, not every one has a clear understanding.In brief, business negotiation is a process that in order to
15、coordinate the relationship between business and meet their needs, people try to find a final settlement of the dispute to reach an agreement and sign the contract through the consultation and the dialogue. There are three essential factors for business negotiation: participant of negotiation, subje
16、ct of negotiation, environment of negotiation. Participant of negotiation refers to people of both sides involved in the negotiation. It is usually a negotiating team or a group instead of a person. Subject of negotiation is the issues which need to be discussed by both sides on the business negotia
17、tion, namely, the problems that both sides have the mutual interest and seek to resolve. Environment of negotiation refers to the objective conditions which are required in holding a business negotiation. What is more, any business negotiation includes three stages: the preparatory stage, the conduc
18、ting stage and the stage of signing contract. Having perfect behaviour in three stages and winning the success of business negotiation are of great significance for both the enterprise and the negotiators.For the enterprise, business negotiation is an important part of the companys core competence.
19、In the fierce market competition, the success of business negotiation may directly or indirectly affect the survival of the enterprise.Compared with the enterprise, the business negotiation has more needs to the business negotiators. During the business negotiation, negotiators are usually on behalf
20、 of the enterprise to attend the negotiation, and their image represents the image of the enterprise. So the excellent negotiators not only can be successful in the completion of the negotiation, but also can win the reputation for the enterprise. International business negotiation can be understood
21、 as a process in which two or more parties belong to different countries or different cultures come together to discuss common and conflicting business interest benefit. The international business negotiation is more complex, because it encompasses unconscious forces of different cultural norms that
22、 may operate to undermine effective communication. Thus, in an international business negotiation, in addition to the basic negotiation skills, it is important to understand the cultural difference and etiquette, and to modify the negotiation style accordingly.1.2 Brief Introduction of Business Etiq
23、uetteThe etiquette, as one traditional moral excellence, has the historical inheritance and the eternal vitality. On the international business negotiation, there involves a lot of etiquette, but in fact it is the communication among the people, therefore we are used to call the business etiquette a
24、s an art of the communication among the commercial personnel.International business etiquette is the arts or activities rules that meet different cultures in long term process of business negotiation or communication.Business etiquette refers to the suitable etiquette standard used in the business.
25、It is a process that showing the respects to the opposite party by the conventional procedure and method. The core of business etiquette is a code of conduct which has a certain restraint on our conduct of the business activities. Simply speaking, business etiquette is the universal demand to the bu
26、sinessmen of the personnel image and professional quality in the business.II The Importance of Etiquette in International Business Negotiation2.1 The Importance of Etiquette in Business NegotiationBusiness etiquette plays an important role in the negotiations, especially in the international busines
27、s negotiations. It mainly has the following two effects: Firstly, business etiquette can improve peoples personnel quality and morality. In the modern society, competition among the enterprise is ultimately the competition for talents. But for negotiators, it is the competition of personal qualities
28、 and professional negotiating skills. Therefore, an excellent negotiator not only has the professional knowledge, but also has the good etiquette. Then they can have a perfect performance on the international business negotiations and they can win more chances for the enterprise, also for themselves
29、.Secondly, business etiquette is able to maintain and beautify the image of the corporation. On the international business negotiation, negotiators image is on behalf of the companys image, so we must pay much attention to the design of the negotiators image. During the negotiations, the first thing
30、 that catches the opposite partys eyes is the personal image of the negotiator. The perfect personal image can leave the opposite a good first impression. Thus, negotiators are easily to win the trust of the opposite party. And this will lay a solid foundation for both sides in the following negotia
31、tion. For enterprise, business etiquette is the means of promoting corporate culture, showing charisma and enhancing the cohesion of organization, it plays an important role in the development of enterprise.2.2 The importance of Choosing Proper Business Etiquette in Different Culture PatternsThere a
32、re more than 160 definitions given in the anthropology literature and the term “culture” has been defined in many ways. Culture can be defined as all the ways of life including arts, beliefs and institutions of a population that is passed down from generation to generation. Culture has been called “
33、the way of life for an entire society”. In the international business negotiation, culture has a profound impact on the negotiations and ignoring the cultural difference will lead to trouble.For example, a principal of one school introduces a new teacher from America to others, he said: Ladies and g
34、entlemen, I am delighted to introduce to you a very pretty girl, Miss Brown. She is a very good teacher from America. After principles words, the new teacher, Miss Brown feels very embarrassed. In Chinese culture, the introduction of principal has no problem, because Chinese always use the word of p
35、raise in the introduction. However, in American culture, people usually avoid the subjective comments to have introduction to people for the first meeting. For the principals introduction, Miss Brown feels embarrassed because of the word of pretty and good. In this situation, America prefers to have
36、 an introduction to peoples identity and duty instead of giving the subjective comments to peoples image. In this example, the principals ignorance of cultural difference causes the unnecessary trouble.In the international business negotiation, it is inevitable for negotiators to negotiate with peop
37、le from different cultures. Thus, negotiators should have knowledge of the culture of the opponent. Choosing proper etiquette at the base of understanding the culture difference is very important for a businessman.III Choosing the Proper Business Etiquette at Different Stage of Negotiation3.1 The Pr
38、eparatory Stage of NegotiationAt the preparatory stage of negotiation, a key factor that needs to be taken into consideration is environment. The factor of environment means culture factor, which includes religion, law, custom and climate. Furthermore, different people in different cultures have the
39、ir own negotiating styles. At this stage, Negotiators need to focus on the etiquette of making appointment, dressing and choosing proper negotiation styles.3.1.1 The Etiquette of Making AppointmentDifferent countries have their own custom, the holiday time and working hours are different. In interna
40、tional business negotiations, the negotiators should learn the custom of his/her opponents and make appointment in a proper time. America, Germany and Japan are typical countries in west and east area. We will focus on these three countries.Japan If the negotiators who want to make an appointment wi
41、th Japanese, but dont have a connection, a personal call will be more effective than sending a letter. Moreover, a letter requesting an appointment might go unanswered. Punctuality is necessary when doing business here; the Japanese believe it is rude to be late. In Japanese business culture, the wo
42、rking week consists of 48 hours without overtime pay, completed in five and a half days. Larger firms have initiated a five-day week. Generally, office hours are 9:00 a.m. to 5:30p.m. Many people work longer hours, though. During holidays, banks and offices close, but stores remain open. During thre
43、e weeks of the year New Years holidays, December 28 to January 3; Golden Week, April 29 to May 5; and Obon, mid-August, many Japanese visit the graves of their ancestors. Negotiators should avoid scheduling appointments, business trips during these periods.America If the negotiators want to make an
44、appointment with Americans, a personal call will be more effective than sending an E-mail or a letter. Moreover, a letter requesting an appointment might go unanswered. Punctuality is necessary when doing business here; the American believes it is impolite to be late. So the negotiators must pay att
45、ention to the time difference: the United States has four time zones, in addition to Alaska and Hawaii. Do not forget the time difference, for example, flying to Los Angeles from Washington, DC, needs more than four hours. In American business culture, the working week consists of 40 hours. Most fir
46、ms have initiated a five-day week. Americans usually have a rest on Saturday and Sunday. In addition, there are Christmas holiday, Veterans Day, Thanksgiving Day, and Columbus Day Festival in America. Then negotiators should avoid scheduling appointments, business trips during these periods.Germany
47、As a negotiator, please never underestimate the importance of punctuality in German business culture. Arriving even five to ten minutes later than the appointed time is perceived as late, especially if you are a subordinate. Fifteen minutes would be considered a very serious faux pass and mean a shaky start to any potential business relations. Negotiators should be prepared to make an appointment with Germans for most t
