摘要

本文从语用学角度,以Leech的礼貌原则中赞誉和谦虚原则为理论基础，探讨了商务英语谈判中的礼貌原则及其语用策略。本论文提出使用委婉语、模糊语、低调陈述及恭维词四大语用策略，这些策略的使用利于商务谈判高效进行，也可避免谈判过程中产生冲突。此外，谈判者还需要灵活地面对谈判时发生的突发事件，以便商务谈判能顺利进行。

关键词：商务英语谈判；礼貌原则；语用策略

Abstract

From the perspective of Pragmatics, this paper mainly studies Politeness Principle and its pragmatic strategies in business English negotiation on the basis of  Approbation maxim and Modesty maxim.This paper puts forward that negotiators can use four strategies like euphemistic presentations,vagueness,understatement and complimens. And the application of these strategies is helpful for the business negotiation proceeding efficiently. Moreover, it can avoid conflicts and give people enough time to relax or think methods for negotiating. In the process of discussion,the negotiators must practise to solve emergencies so that the Business Negotiation can be underway smoothly.

Key words：business English negotiation；politeness principle；pragmatic strategy

1.Introduction
With the development of Chinese Market-oriented economy and the depth of market segmentation, the enterprises which integrate production, provision and sales are less and less. This makes the negotiation become more and more frequent and important among enterprises. Actually, the communication between business personnel of factory which does industry and trade and the so-called SOHO, the talk between SOHO and foreign customers, and the coordination between manufacturers and custom individuals etc., are the same in essence and all negotiate with others for their own profits. In today’s society, Business negotiation can proceed through many ways, such as proposing a meeting over phone, exchanging email, holding an exhibition and so on. Besides, the spread of B2B website creates more business chance for Chinese, however, the face-to-face communication can help people know more about others’ intentions and thoughts. Thus，more and more business activities are held. However, the achievement and agreements on a pile of business deals require many people to work together and strive to negotiate. Negotiation is an indispensable part in international trade, i.e. foreign trade can’t do without Business English Negotiation. In the process of foreign trade, the negotiators should be polite.