礼貌原则在商务谈判中的应用摘要商务谈判，是达成协议或解决问题的一种方法，也是在谈判人员之间进行的交换、讨论、阐述乃至质疑、争辩的一个过程。谈判的任何一方在与对方合作的同时，都力图赢得最大利益。因此，使用有效的谈判策略必要的。其中，礼貌原则在商务谈判中应用极为广泛，也是一种行之有效的方法。礼貌语言策略能增加谈判者之间的信任度，提高谈判中的自觉性，增加谈判成功的机会。本文主要讨论礼貌语用策略在商务谈判中的应用。通过借鉴Leech的“礼貌原则”，灵活运用其中的得体准则、慷慨准则、谦虚准则，我们认为在商务谈判中可以使用模糊、幽默等策略来维护对方的正面面子和负面面子，这有利于商务谈判活动的顺利进行。
关键词：商务谈判，礼貌策略， 面子威胁论，语用策略
Application of Politeness Principle in Business Negotiation
ABSTRACT
Business negotiation is a process in which at least two or more parties with common and conflicting interest try to reach an agreement of mutual benefits. It is essentially a kind of verbal communication activity. Whether it will succeed depends largely on the use of language. Both parties involved will endeavor to win the most benefits while maintaining cooperation with each other. Therefore, it is necessary to adopt the appropriate language strategies. Among them, politeness strategy is the most commonly used one that contributes to a successful business negotiation. Moreover, pragmatic theories hold that in conversation, some of the speech acts threat face-saving behavior. The appropriate treatment to the threat of the acts of face in communication，as far as possible to retain both positive and negative aspects of the face, need to use polite language properly. Politeness strategies can enhance the mutual trust and understand among negotiators so as to increase the opportunities. This article attempts to highlight the politeness theory and analyze its application in business negotiation.
Key words: business negotiation， Politeness Principle, Face –threat act, pragmatic strategy
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