论礼仪在商务谈判中的作用（5篇模版）

第一篇：论礼仪在商务谈判中的作用

论礼仪在商务谈判中的作用

摘要：随着经济的多元化发展，商务活动也日益增多，相应的，礼仪在商务活动中也日趋重

要起来。促使商务谈判成功的因素很多，但礼仪在谈判中却占有十分重要的作用。商

务谈判的成功可能直接或间接的影响企业的存活，而商务谈判中的礼仪则会直接或间

接的影响着谈判结果。在谈判中以礼待人，不仅体现着自身的教养与素质，而且还会

对谈判对手的思想、情感产生一定程度的影响。本文简要概括了商务礼仪的主要作用，重点论述了礼仪在商务谈判准备阶段、谈判开始阶段、谈判进行阶段及谈后签约四个

阶段中的重要作用。

关键字：商务活动 商务谈判 商务礼仪

Abstract: With the diversification of the economy, business activities are also increasing.Corresponding,etiquette in the business activities has becone more and more important.Though there is a number of factors influnence on the business negotiation, etiquette

plays an important role in the negotiations.The success of the business negotiations may

directly or indirectly affect the survival of enterprises, while the etiquette in business

negotiations as well as impact on the outcome of the negotiations.Courtesy in the

negotiations, not only with their own education and quality, but also have a certain degree

of influence on the negotiating partner's thoughts and feelings.This article briefly

summarizes the primary role in business etiquette, focus on the etiquette's importance in

the business negotiation preparation stage,the beginning of negotiations, negotiations for

phase and negotiations after the contract stage.Keywords: Business Activity

Business Negotiation

Business Etiquette

引言

著名礼仪专家金正昆教授说：“礼是尊重别人，仪是尊重的形式”。随着我国改革开放的不断深入，市场经济的日益发展，商务礼仪在商务活动中起着越来越重要的作用，其已成为我们在商务活动交往中对传统文化礼仪的继承与发展。礼仪修养差的个人和企业，在商场上很难取得成功；而如果礼仪有佳，谈判则可能取得理想的效果。在圆满的商务谈判活动中，遵守谈判礼仪未必是谈判取得成功的先决条件，但如果违背了谈判礼仪却会对整个谈判造成威胁。正所谓“商场如战场”，一着不慎，满盘皆输。因此，在商务谈判中必须严格遵守谈判 中的礼仪。

一、谈判准备阶段 人际关系是公司的重要财产，谈判时注重礼仪是必不可少的。作为谈判代表，要有良好的综合素质，谈判前应整理好自己的仪容仪表。1.服饰

良好的服饰不仅可以增进我们的仪表美，体现我们的气质，而且还能反映出我们的文化素质与修养。良好的、适宜的穿着能对人产生很强的亲和力，增进谈判双方的好感，促成交易的达成。商务谈判人员的服饰，总的要求是：服饰要朴素、大方、整洁；要从自己的经济状况、职业特点、体型、精神、气质出发，做到适中、和谐、均衡，给人以潇洒，有健力的感觉。如果在国外进行谈判，应特别注意，服饰要尽可能与谈判对手国相匹配，尊重当地的习惯。近年来，国际礼仪的特点出现很多变化：礼仪趋向简化，礼仪活动更加讲求实效，活动形式更加多样化。反映在服饰礼仪上的变化是：穿普通西装可以参加所有活动的趋势，但在商务谈判中，服饰礼仪仍具有不可忽视的作用。社交场合的着装，国际上有一条公认的TPO原则，有人称之为魔力原则，即穿戴要考虑时间（Time）、地点（Place）、场合（Occasion）三个因素，要使自己的形象与周围的环境、气氛相协调，达到整体美与和谐。[1]值得注意的是：

（1）不同年龄、不同性别的人要选择适合自己的服装：男士应整洁干净，穿西服、打领带，显得庄重大方；女士穿着也应稳重，宜化淡妆，切忌花哨艳丽。（2）穿着要入乡随俗。无论在什么地方，或者在什么样的人群中，都不能穿着古怪、奇特的衣服，而应当穿着显得自然的服装，同周围的环境相协调。（3）参加各种谈判活动，进入室内都要摘帽、脱大衣、风雨衣等；在室内，一般要求不能脱掉西装外衣，不能配戴墨镜；即使在室外，遇有隆重仪式或迎送等礼节性场合，也不应佩戴墨镜；有眼疾需戴有色眼镜时，应向客人或主人说明，在握手、说话时将眼镜摘下，离别时再戴上。

（4）在家中或旅馆房间接待谈判对方时，如果来不及更衣，应该请客人稍坐，立即换上服装，穿上鞋袜。不得赤脚或只穿内衣、睡衣、短裤接待客人，当着客人的面穿这些衣服是极不礼貌的行为。（5）在商务谈判活动中，决不可以穿着任何表明自己的宗教信仰和政治性组织特征的服饰，如象征性的徽章、戒指、领带、胸针等。

第二篇：礼仪在商务谈判中的作用

商务礼仪

礼仪在商务谈判中的作用

摘要：随着经济的多元化发展，商务活动也日益增多，商务谈判就成为了必要。商务谈判作为商务活动的起点,对交易的成功发挥着重要作用。促使商务谈判成功的因素很多，但礼仪在谈判中却占有十分重要的作用。因此，礼仪在商务活动中也日趋重要起来，在国际贸易与经济高速发展的今天,对从事商务谈判的人来说,学习掌握其理论知识与技能策略是极其必要的。本文主要从商务礼仪在社会的重要性，阐述商务礼仪在谈判中的作用，以及在谈判中应如何加强对商务礼仪的学习，从而促进谈判的成功。

【关键词】：商务礼仪，谈判，作用

【Abstract】: With the diversification of the economy, business activities are also increasing.So, business negotiation become necessary.As the beginning of the business activities, it is really important in trade.Though there is a number of factors influnence on the business negotiation, etiquette plays an important role in the negotiations.Corresponding, etiquette in the business activities has becone more and more important.Today, with the international trade and economic development rapidly, it is extremely necessary to learn to master the theoretical knowledge and skills strategy for the people who engage in business negotiations.In this paper, from business etiquette in society, the importance of business etiquette in the negotiations described the role, as well as in the negotiations on how to enhance the learning business etiquette, thereby contributing to the success of the negotiations.【Keywords】: business etiquette, negotiation, role

纵观全球各大企业的总体水平及发展趋势，凡在业绩上有重大突破的企业无不以培养员工素质作为首要课题。员工素质的高低会直接从其所从事的商业活动中体现出来，而在所有的商务活动中，商务谈判无疑是最能够给企业带来巨大经济利益的商务活动。因此，员工在谈判中的言、行，即在谈判中的礼仪便是员工素质的最好体现。通过研究商务礼仪在商务谈判中的作用，就可以促使企业重视并培养员工素质，借以提高企业的整体素质，加强企业在市场上的竞争力。

商务礼仪

一、礼仪和商务谈判的概述

礼仪是指人们在社会交往中由于受历史传统、风俗习惯、宗教信仰、时代潮流等因素而形成，既为人们所认同，又为人们所遵守，是以建立和谐关系为目的的各种符合交往要求的行为准则和规范的总和。总而言之，礼仪就是人们在社会交往活动中,应共同遵守的行为规范和准则。

商务谈判是指在国际或国内的商务活动中不同的利益主体，为了达成某项交易，而就交易的各项条件进行沟通、合作、协商的过程。同时，商务谈判也是一种在对外经济贸易的活动中普遍存在的一种十分重要的经济活动，是调整和解决不同国家和地区政府，以及商业机构之间不可避免的经济利益冲突的必不可少的一种手段。

二、商务礼仪的基本特征

第一：规范性。规范者标准也。是标准化要求。商务礼仪的规范是一个舆论约束，与法律约束不同，法律约束具有强制性。

吃自助餐--多次少取，几次都可以，喝咖啡时调匙的使用，替别人介绍的先后顺序，不分男女，不分老少，工作中是平等的，先介绍主人，后介绍客人，理论上讲叫做客人有优先了解权，这是客人致上的体现。

第二：区分对象，因人而异。就是对象性，跟什么人说什么话，引导者和客人的顺序，客人认识路时，领导和客人走在前面，不认识路时你要在左前方引导。宴请客人时优先考虑的问题是什么？便宴优先考虑的应该是菜肴的安排。要问对方不吃什么，有什么忌讳的，不同民族有不同的习惯，我们必须尊重民族习惯、民族禁忌、宗教禁忌，商务上讲叫吃特色、吃文化、吃环境。

第三：技巧性。比如商务谈判标准位置排列问题？官方活动和政务礼仪传统做法遵行三项基本原则：前面的人高于后排，中央高于两侧，左侧高于右侧。但是涉外交往中国际惯例正好相反，右高左低。

三、商务礼仪在谈判中的作用

（一）礼仪在商务谈判进行前的作用

人际关系是公司的重要财产,与客户会晤时留下的第一印象,往往影响到日 2

商务礼仪

后两者之间的关系。如果客户来你的公司拜访,你应尽量到接待室迎接客户,再一起走到办公室,如果有可能,尽量派人到机场或车站去接。如果是初次见面,在一步之距时,以握手表示欢迎。握手之后立即递上名片。身为主人你应先递上名片表示急于认识的诚意。在收下对方的名片之后,应看一遍对方的姓名、职称以示尊重,看完后应将名片慎重地放进皮夹或名片夹中。

商务谈判之前首先要确定谈判人员,双方谈判代表的身份、职务。谈判代表要有良好的综合素质,谈判前应整理好自己的仪容仪表,穿着要整洁、正式、庄重。男士应整洁干净,穿西服、打领带,显得庄重大方;女士穿着应稳重,宜化淡妆,切忌花哨艳丽。布置谈判会场宜采用长方形或椭圆形谈判桌。

（二）礼仪在商务谈判中的作用

1.有利于营造良好的谈判氛围，拉近双方的关系，继而提高谈判的成功率。良好的礼仪氛围是谈判成功的重要条件。一个企业，如果能够热情周到、大方得体地接待客户，想对方之所想，急客户之所急，就会使客户感到你是有诚意的，愿意同你合作。在一个相对宽松和谐的氛围中谈判，就会拉近双方关系。更有利于谈判的顺利进行。

2．体现着商务人员的个人素养，有助于树立企业的良好形象。

企业员工的素质是企业综合实力的一个很重要的体现形式，每个员工都代表着企业的形象。商务人员在往往通过对方的仪容、仪表、仪态来判断对方的可靠程度，进而对其企业进行评估。因此，在商务谈判中，双方人员高尚的情操，恰当的举止，渊博的知识，得体的礼遇，都会给对方留下深刻的印象，并对企业产生好感，减少谈判的阻力，增加交易成功的保证系数。

3.有助于加深双方的理解和增进友谊，并为长期合作打下坚实的基础。商务活动绝不是孤立的、一次性的。企业间的持久的、良好的合作是保证一个企业长盛不衰的重要保障之一。一名成功的商务人员，应该不仅仅放眼于一次谈判的成功，而应致力于与对方和谐、融洽而又长久的发展。

4.有利于在商务谈判时进行策略上的变通，更容易达到共识。

语言交际是多变的。对于言语策略来说，有多少种情景就有多少种谋略。比如：模糊语言是一种“消极礼貌”策略，但在商务谈判中它还可以是一种谈判策略，促成谈判的顺利进行。同样的问题，如果语言的使用有欠妥当，使对方误解 3

商务礼仪

而产生反感，就会阻碍谈判的进行。相反，若是懂得语言技巧，化消极为积极，对谈判的成功会有很大的助益。

谈判中谈判者的礼仪 1 谈判者的举止

（1）坐姿: 男士穿单排扣西服，落座后一般可以解开自己的西服扣子；双腿分开。宽度小于双肩宽度。女士则应该双腿并拢。

(2)站姿：挺直、舒展、收腹、眼镜要平视对方，嘴微闭，手臂自然下垂。正式场合不应将手插在裤袋里或交叉在胸前，更不要有下意识的小动作。男性通常可采取双手相握、叠放在腹前的前腹式站姿;或将双手背于身后，两手相握的后背式站姿，双脚可以少许叉开，与肩部同宽为限。女性的主要站姿为前腹式，但是双腿要基本并拢，脚位应与服装相适应，穿紧身短裙时，脚跟靠近，交帐分开呈“V”状或“Y”状;穿礼服或者旗袍时，可双脚微分。

（3）行姿：行走时，应抬头，身体重心稍前倾，挺胸收腹，上体正直，双肩放松，两臂自然前后摆动，脚步轻而稳。谈判者的谈吐

（1）我方发言后应留一定空间供对方发表意见，切忌喋喋不休，一自我为中心。

（2）对方发言时应认真倾听，不要表现出心不在焉的样子。

（3）要善于聆听对方谈话，不要轻易打断对方发言，即使有不同意见，也应等对方发言完再讲。

（4）交谈时应使用礼貌用语，如：谢谢，请，对不起等。（5）交谈时不能出现伤害对方的言语。

（三）礼仪在商务谈判进行后的作用

在商务谈判进行后的阶段便是签约阶段，礼仪在签约阶段也发挥着重要的作用。由于各国、各地的风俗习惯不同，对于这一阶段也要特别注意。文本的传递、签约的顺序、礼节性的握手、成功后的庆祝等都透露着修养和礼仪。通过注重这些礼仪，会让对方感觉到你对此次合作的重视并且会给对方留下深刻的印象，有助于促成长期的合作。签约仪式上，双方参加谈判的人员都应出席，共同进入会场，双方致意握手，一起入座。双方都应有助签人员，分立在各自一方代表签约 4

商务礼仪

人外侧，其余排列站在各自代表身后。助签人员应协助签字人员打开文本，用手指明签字位置。双方代表在及己方文本上签字，然后由助签人员相互交换，再在对方文本上签字。签字完毕后，双方应同时起立，交换文本，相互握手，祝贺合作成功，其他人员也应致意祝贺。

总而言之，随着社会的发展，礼仪已成为现代社会经济交往的必需，对商务谈判、商务交往具有重要的作用。卡耐基说：“一个成功的企业，18﹪需要专业技术，82﹪需要有效的人际关系沟通”。而有效的人际关系沟通，正是建立在良好的商务礼仪的基础上。商务礼仪在谈判中起到了一个奠定基础的作用，并且贯穿了整个谈判的过程。只有认识到商务礼仪在商务谈判中的重要性，明确商务礼仪在谈判中的作用，并将其恰当运用于商务谈判的过程之中,才能更好的保证谈判的顺利进行,为企业获取更大的效益。学习商务礼仪这门课程,让我深刻了解到了礼仪在商务谈判中的巨大作用,在今后的工作中,我会非常重视礼仪的运用,用恰当得体的礼仪,出色的完成商务谈判。

参考文献：金正昆 《现代商务礼仪》 中国人民大学出版社

关彤，《礼仪社交》西北大学出版社

刘逸新，《礼仪指南》上海人民出版社

方其，冯国防，《商务谈判》中国人民大学出版社 胡锐 边一民，《现代礼仪教程》浙江大学出版社

第三篇：礼仪在商务谈判中的作用

礼仪在商务谈判中的作用

随着经济的发展,商务活动也日益增多。商务谈判作为商务活动的起点,对交易的成功发挥着重要作用。在国际贸易与经济高速发展的今天,对从事商务谈判的人来说,学习掌握其理论知识与技能策略是极其必要的。本文从商务谈判和礼仪的涵义和原则出发,着眼于商务活动和礼仪教学,阐述商务礼仪在商务谈判中的作用,从而为更好地进行商务礼仪课程教学提供帮助。本文旨在说明礼仪对商务谈判的作用,以提高商务人员在商务活动中的礼仪意识,希望为商务人员在谈判中注意礼仪问题提供借鉴。

礼仪是在人际交往中,以一定的、约定俗成的程序方式来表现的律己敬人的过程,涉及穿着、交往、沟通、情商等内容。从个人修养的角度来看,礼仪可以说是一个人内在修养和素质的外在表现。从交际的角度来看,礼仪可以说是人际交往中适用的一种艺术、一种交际方式或交际方法,是人际交往中约定俗成的示人以尊重、友好的习惯做法。从传播的角度来看,礼仪可以说是在人际交往中进行相互沟通的技巧,用于表示尊重、亲善和友好的首选行为规范和惯用形式。可以大致分为政务礼仪、商务礼仪、服务礼仪、社交礼仪、涉外礼仪等五大分支。

商务谈判,是国际商务活动中不同的利益主体,为了达成某笔交易,而就交易的各项条件进行协商的过程。可以说,商务谈判是一种对外经济贸易活动中普遍存在的一项十分重要的经济活动,是调整和解决不同国家和地区政府,以及商业机构之间不可避免的经济利益冲突的必不可少的一种手段。

礼仪在谈判准备阶段起着重要作用。人际关系是公司的重要财产,与客户会晤时留下的第一印象,往往影响到日后两者之间的关系。如果客户来你的公司拜访,你应尽量到接待室迎接客户,再一起走到办公室,如果有可能,尽量派人到机场或车站去接。如果是初次见面,在一步之距时,以握手表示欢迎。握手之后立即递上名片。身为主人你应先递上名片表示急于认识的诚意。在收下对方的名片之后,应看一遍对方的姓名、职称以示尊重,看完后应将名片慎重地放进皮夹或名片夹中。

商务谈判之前首先要确定谈判人员,双方谈判代表的身份、职务。谈判代表要有良好的综合素质,谈判前应整理好自己的仪容仪表,穿着要整洁、正式、庄重。男士应整洁干净,穿西服、打领带,显得庄重大方;女士穿着应稳重,宜化淡妆,切忌花哨艳丽。布置谈判会场宜采用长方形或椭圆形谈判桌等等礼仪成为企业成功必不可少的步骤。

礼仪是一种行为规范,它能使人们的生活更有秩序,使人际关系更为和谐,在现代社 会的许多方面都发挥着重要的作用.从某种程度来讲,礼仪不只是社会生活对个人的要求,更代表着一个民族的文明程度.注重服务礼仪或提供优质服务,可以有效地提高商业服务行业的服务质量,进而取得朗好的服务效益,树立良好的企业形象!注重商务礼仪越来越对现代商业行业的经营发挥重要意义。商务礼仪的意义：1.有利于建立合作关系。说话时期望受话人的赞同是人类交际过程中共同的心理需要。在利益攸关的情况下,说话人可能会表达强烈的思想情感,从而破坏双方贸易合作关系。这时人们要尽量避免观点不一致导致的矛盾。礼貌语言可以帮助谈判双方在意见相左时,避免矛盾产生。2.有利于策略变通。在表达方式上和使用功能上,语言交际是多变的。对于言语策略来说,同样,有多少种情景就有多少种谋略。比如模糊语言是一种“消极礼貌”策略,但在商务谈判中它还可以是一种谈判策略,促成谈判的顺利进行。在被问及无法精确回答的问题时,一种有效的策略就是用宽泛的模糊语言来回答。模糊回答可以减少对对方面子的威胁,又给自己留出余地。3.创造良好氛围,拉近双方距离。一个企业,如果能够热情周到、大方得体地接待客户,想对方之所想,帮助对方解决困难,解决疑问,尊重对方,就会使客户感到你是有诚意的,乐意同你打交道。在一个宽松和谐的氛围中谈判,就会自然地缩短双方的距离,容易找到一个双方均能接受、彼此都可受益的结合点。4.塑造良好形象,推动交易成功。在商务谈判中,交易双方可能并不了解,而个人形象往往是企业形象的代表。有这样一种常见的现象:在商务活动中,一方往往通过对方的仪容仪表、举止言谈来判断对方,并通过对方来分析他所代表的企业的可信程度,进而影响与其交往的程度。由此可见,在商务活动中,双方人员高尚的道德情操,彬彬有礼的言谈举止,渊博的知识,得体的礼遇,都会给对方留下深刻的印象,并对企业产生好感,减少谈判阻力,推动交易成功。5.加深理解,促进友谊。在商务谈判中,双方都要维护各自的经济利益,难免会发生一些冲突。企业与企业、人与人之间因商务活动而产生的冲突不是对抗,更不可把交易中的矛盾变为对某个企业或个人的攻击,而要把人和事区分开来。在商务谈判双方相持不下的时候,也要注意礼仪规范,通过理解和沟通,找出双方都能接受的方案,通过交易,双方建立友谊,成为长期的合作伙伴。即使交易不成,由于待人真诚,礼仪有加,双方也会沟通感情,建立友谊,日后会寻找其他的合作途径。商务谈判是在人与人之间进行的,因此谈判的过程又是一个人际交往的过程。6.有利于提高商务人员的个人素质。市场竞争最终是人员素质的竞争,对商务人员来说,就是商务人员的素质修养和个人素质表现的竞争,有助于建立良好的人际关系。交往中不懂礼貌、不懂规矩有时会 把事情搞砸。再就是用于维护形象。商务人员的形象设计很重要,因为商务人员的个人形象代表的是企业形象、产品形象、服务形象,在跨文化交往中还代表民族形象、地方形象和国家形象。

商业礼仪包括了语言、表情、行为、环境、习惯等等，没有人愿意因为自己在社交场合上，因为失礼而成为众人关注的焦点，并因此给人们留下不良的印象。由此可见掌握商务礼仪在商业交往中就显得非常必要了。所以，学习商务礼仪，不仅是时代潮流，更是提升竞争力的现实所需。对于是否懂得和运用现代商务活动中的基本礼仪，不仅反映出人们自身的素质，而且折射出企业的文化水平和经营方针。员工的一举一动，行为举止都时刻代表着公司的形象，因此，不管在任何社交场所下，都一定要做到约束自己，尊重他人，树立良好的形象。

商务礼仪是在商务活动中体现相互尊重的行为准则。商务礼仪的核心是一种行为的准则，用来约束我们日常商务活动的方方面面。商务礼仪的核心作用是为了体现人与人之间的相互尊重，因而学习商务礼仪就显得尤为重要。

第四篇：论文-礼仪在商务谈判中的作用

礼仪在商务谈判中的作用

内容摘要：在日趋激烈的世界市场竞争中，要赢得国际商务工作的优胜地位，除了拥有物美价廉的产品之外，国际商务谈判时决定企业国际贸易成败的关键。而礼仪也在商务谈判中占有重要地位，具有不可代替的作用。本文试图从礼仪和商务谈判的过程入手，依次介绍了礼仪和商务谈判的各个细节和技巧，以及礼仪在商务谈判中各个过程的安排与实施，从理论和实际操作中阐述了礼仪对商务谈判的重要性。

关键词：商务礼仪，商务谈判，作用

谈判并非人与人之间的一般性交谈，而是有备而至，方针即定，目标明确，志在必得，技巧性和策略性极强。虽然谈判讲究的是理智、利益、技巧和策略，但并不意味着它绝对排斥人的思想、情感中所起的作用。在任何谈判中，礼仪实际上都颇受重视。其根本原因在于，在谈判中礼仪待人，不但体现了自身的修养与素质，更重要的是，它会给谈判对手留下深刻的影响。国际商务礼仪是人们的行为规范和准则，是企业文化、企业理念不可或缺的组成部分，对塑造良好形象、扩大国际交往，都是必不可少的。

一、商务礼仪的概述

国际商务礼仪是人们在国际商务活动中应该遵循的礼仪原则和方法，是公司或企业的商务人员在国际商务活动中，为了个人和组织的良好形象，对交往对象表示尊重与友好的规范或程序。它是一般礼仪在商务活动中的运用与体现，包括待客、商务洽谈、推销、商业仪式、外事、文书、会议、谈判、迎送、公关礼仪等等。与一般礼仪相一致，国际商务礼仪也同样包括商务礼节和仪式两方面内容。商务礼节就是人们在国际商务交往活动中为表示尊重而对对方采取的人们共同约定并形成习惯的规范形式。仪式即按程序进行的礼节形式。

二、国际商务礼仪的基本原则

（一）尊重隐私的原则

隐私就是不愿告知于人或不愿公诸于众的个人情况，在国际交往中，尊重隐私是十分重要的，在许多国家，隐私是受到法律保护的。如：收入支出、婚姻状况、身体健康状况、宗教信仰等均属于隐私。

（二）真诚平等原则平等既是人的尊严的平等，也是礼仪规则的相对应表现，无论对方的身份、民族及所代表的企业等有何种的不同和差异，在交往过程中，双方都有一个平等的态度。要尽可能保证双方处在平等的人格、国格水平，不论国家大小、肤色、种族有何差异，都要一视同仁，给予同等礼遇。

（三）尊重各国风俗习惯的原则

不同的国家，不同的地区，不同的民族，由于历史、文化等种种原因，形成了各自不同的风俗习惯，在国际商务活动中应无条件地予以理解和尊重。国际交往中注重客人的风俗习惯，有助于增进双方之间的理解和沟通。

（四）自律宽容的原则

自律是指遇事能够做到自我要求、自我约束、自我反省，时时处处用礼仪规则规范自己的言行举止，将良好的礼仪规则转化为个人素质的一部分。对对方宽容，就是遇事要多容忍他人，多体谅他人，多理解他人，而不能责备、过分苛求、咄咄逼人。

（五）遵义守时的原则

遵守时间，不能失约，是国际交往中十分重要的礼仪。每一个懂得尊重自己，懂得尊重别人的人，都不可能轻易浪费别人的时间，否则不仅会造成失礼，还会为此而失信于人。在约会中一般不许早退，发生临时情况而迟到或不能赴约时必须有礼貌地尽早向对方通报、解释、致歉，争取对方谅解，不可显得若无其事。

（六）女士优先原则

尊重妇女是一种美德，在社交活动中遵守女士优先原则，是男士个人教养的基本体现，还可以显示绅士风度。比如，上下电梯、进入大门、入座离席、介绍引见等，女士都可以获得优先的原则。

（七）规范适度的原则

礼仪虽然有种种的规则程序，有严格的规范性，但也并不是刻板僵硬的，礼仪应该适度，要把握分寸，认真得体，注意做到恰到好处。礼仪应该从容、不失态、不失格，既要文质彬彬，热情大方，又要维护国家和企业的形象。把握好各种情况下的社交距离及彼此建的感情尺度。

三、商务谈判礼仪

促使商务谈判的技巧有很多，但商务礼仪在谈判中的作用是非常巨大的。在谈判中以礼待人，不仅体现着自身的教养与素质，而且还会对谈判对手的思想、情感产生一定程度的影响。一般而言，商务谈判过程包括谈判前准备、谈判之初、谈判之中、谈后签约四部分内容，商务礼仪在这些过程中扮演着举足轻重的角色。

（一）谈判准备阶段的礼仪

谈判之前首先要确定谈判人员，与对方谈判代表的身份、职务相当。谈判代表要有良好的综合素质，谈判前应整理好自己的仪表，穿着要整洁、庄重。男士应该刮净胡须，穿西服必须打领带。女士穿着不宜太性感，不宜穿细高跟鞋，应化淡妆。其次，还要好谈判会场，采用长方形或椭圆形的谈判桌，门右手座位还会对面座位为尊，应让给客方，最后谈判前应谈判主题、内容、议程做好充分准备，制定好计划、目标及谈判策略。

（二）谈判之初的礼仪 在谈判刚开始，谈判双方接触的第一印象十分重要，言谈举止要尽可能创造出友好、轻松良好的谈判气氛。作自我介绍时，不可露出傲慢之意，被介绍到的人应该起立一下，微笑示意，可以礼貌的说:“幸会” “请多关照”，之类的话语。询问对方时要客气礼貌，如“请教尊姓大名”等，如有名片，要双手递接。介绍完毕，可选择双方共同感兴趣的话题进行交谈，稍作寒暄，以沟通感情，创造温和气氛。谈判之初的姿态动作也对把握谈判气氛起着重大作用，目光应注视对方，目光应停留对方双眼至前额的三角区域正方。手势冲上比冲下好，手势自然，不宜乱打手势，以免造成不必要的误会。切忌双臂在胸前交叉，那样就显得十分傲慢无礼。

（三）谈判之中的礼仪

这个阶段是指双方就交易条件进行反复磋商，并是交易最后明确的阶段，它关系到谈判的成败和目标的达成，是最重要的阶段，它包括报价、查询、磋商、解决矛盾和吃力冷场。

报价-事先要准备好有关问题，选择在气氛温和时提出来，切忌在气氛比较冷淡或紧张时查询，言辞不可过激或追问不止，以免引起对方的恼怒，但对原则性问题应当力争不让。对方回答问题时不要随意打断，答完时要向解答者致谢。

磋商-就是讨价还价，事关双方利益，容易应情急而失礼，因此要注意保持风度，应心平气和，求大同，容许存小异，发言措辞应文明礼貌。

解决矛盾-要就事论事，保持耐心，冷静，不可因发生矛盾而怒气冲冲，甚至进行人生攻击或侮辱对方。

处理冷场-此时主方要灵活处理，可以暂时转移话题，稍作松弛。如果确实无话可说，则应当机立断，暂时终止谈判，稍作休息后再重新谈判。

（四）谈后签约阶段的礼仪

签约仪式上，双方参加谈判的人员都要出席，共同进入会场，相互致意握手，一起入座。双方都应设有助签人员，分立在各自一方代表签约人外侧，其余人排列站立在各自一方代表身后。签字完毕后，双方应同时起立，交换文本，并相互握手，祝贺合作成功，其他随行人员则应该以热烈的掌声表示喜悦和祝贺。

四、礼仪在商务谈判中的作用与影响

（一）有利于树立协作关系

在礼仪攸关的状况下，说话人不能够会表达剧烈的思想感情，从而破坏双方贸易协作关系，这时人们要尽量防止观念不同所招致的误解。礼仪言语可以协助谈判双方在意见相左时，防止矛盾发生，有助于树立协作关系。

（二）有利于战略变通

在表达方式上和运用上，语言交际时多变的。关于语言战略来说，有多少种情形就有多少种谋略。比如模糊语言是一种“消极礼貌”战略，但在商务谈判中它还可以是一种谈判战略，促进谈判的顺利停止。在被问及无法准确回答的问题时，一种有效的战略就是用趋同的模糊言语往返回答。模糊回答可以增加对对方面子的要挟，又给自己留出余地。

（三）创造良好气氛，拉近双方距离

一个企业，假设可以热情周到、小气得体的接待客户，想对方之所想，协助对方处置困难，处置疑问，尊重对方，就会使客户感到你是有诚意的，乐意同你打交道。在一个宽松和谐的气氛中谈判，就会自然地缩短双方的距离，轻易的找到一个双方均能接受、彼此都可受益的结合点。

（四）塑造良好形象，推进买卖成功

有这样一种罕见的现象：在商务活动中，一方往往经过对方的仪容仪表、举止言谈来判别对方，并经过对方来剖析他所代表的企业的可信水平，进而影响与其交往的水平。由此可见，在商务活动中，双方人员高尚的品德情操，文质彬彬的言谈举止，渊博的知识，得体的礼遇，都会给对方留下深刻的印象，并对企业产生好感，推进买卖成功。

（五）加深了解，促进友谊

在商务谈判中，双方都要维护各自的利益、形象，但总会遇到一些矛盾、抵触，如果我们礼仪有加，真诚的对待他人，宽容大方，双方也会沟通感情，树立友谊，日后会寻觅其他的协作途径。商务谈判是在人与人之间进行的，因此谈判的进程又是一个团体交往的过程。

（六）有利于提高商务人员的素质

市场竞争最终是人员素质的竞争，对商务人员看来说，就是商务人员的素质修养和团体素质表现的竞争，有助于树立良好的人际关系。交往中不懂礼貌、不懂规矩有时会把事情搞砸。商务人员的笼统很重要，由于商务人员的团体笼统代表的是企业笼统、产品笼统、效劳笼统。在跨文明交往中还代表民族笼统、中央笼统和国度笼统。

五、结束语

综上所述，商务礼仪在谈判中的确起到了一个奠定基础的作用，并且贯穿了整个谈判的过程。当谈判进行顺利时，一个不当的细节可能会直接导致整个谈判的失败。而当谈判进入僵局时，一个合适的动作，一句合适的话，也可起到拨开云雾见天明的作用。当然，企业也不能因此就认为商务礼仪在谈判中起到的是一个决定性的作用，这样就会导致进入另一个误区，使企业员工过多的做作，而不注重自身能力的提高。因此，企业在培养员工素质的同时也应注意员工自身能力提高以及员工自我增值的培养。总之，商务礼仪在谈判中时起到一个奠定基础以及贯穿过程的作用，要想取得谈判的最终成功，必须结合企业自身的情况以及谈判人员的临场应变能力。

参考文献：

[1]广宇，现代礼仪[M]，地震出版社，2007（4）

[2]李平辉，商务谈判规范与技巧[M]，广西人民出版社，2008（1）[3]吕维霞，现代礼仪[M]，清华大学出版社，2007（11）[4]张国斌，外交官说礼仪[M],华文出版社，2009（8）[5]钟筑，商务秘书实务[M],重庆大学出版社，2012（11）

第五篇：浅谈礼仪在商务谈判中的作用

浅谈礼仪在商务谈判中的作用

Introduction

Etiquette is the process and means to show respect to each other in interpersonal relationship by certain, common procedures.The Etiquette can be said to be a person‟s external appearance of inward cultivation and quality.Firstly, it can help people raise their self-cultivation.Secondly, it will promote social interaction and improve people‟s interpersonal relationship.It also can purify the society.Since different countries have differentpolitical, conomical historical and cultural backgrounds, as well as different ways of developing, there are a lot of differences in etiquettes in many fields and many aspects, especially something related to culttural background.The good understanding of different etiquettes between the Eastern and the Western countries are becoming absolutely necessary and popular.Negotoaotion plays a virtual part in business activities.Negotiation between the seller and the buyer normally covers aspects inculding quality, quantity, packing, price, shipping, insurance, payment, complatints, and arbitration.To reach an agreement or to sign a contract, appropriate negotiation tactics and etiquettes shall be adopted.In modern society, it seems that the world is getting smaller and smaller, people are very active with frequent exchanges.Many countries are paying great attention to the combination of international etiquettes and national etiquettes.So we should enrich our cross-culture awareness and hold a changing attitude toward all kind of equettes.Etiquettes are the culture wealth of human being.This paper explores the different etiquettes in different countries in the international business negotiation settings, so as to make it possible for future successful negotiations.I Different Concepts Reflected from Negotiation Etiquettes in the East and the West.The cultural varieties make the world splendid.In order to do business

actively and successfully.It is necessary for the businessmen to have the knowledgement and the required skills in interculture communication and enhance basic skills in using different cultures in negotions.1.1 Seen the Negotiation Etiquettes from Introduction Different people show different appriciation of etiquettes in negotiations because of the differences of races, regions and characteristic features.Generally speaking, the western people are positive and agressive in negotiations, the Eastern people show the conservative and passive characteristic features.These differences rooted in the induvidual culture concepts.The most distingushed representive of the Western countries is America, The most distingushed representive of the Eastern countries is Japan.Let see the different culture concepts reflected in negotiations

First, American concepts seen from negotiations.Amercians are outgoing and good at expressing themselves, and most Amercian speak directly.They often hold suspection to negotion who say something indriectly and implicitly.Their negotiation styles are as follow Confident and positive

Direct and strategic forestall one's opponent by a show of strength  Clear attitude towards agreement and disagreement. Various ways of negotiations

 Cherish time and pay special attention to deadline  Esp.Profitable

 Strong sense of laws and contacts  Keen on package deal. Strong race superiority, hard to make concession

An American businessman wanted to sell a new product to a Japanese businessman, they agree to meet.At their first meeting, the American businessman wasted no time.He introduced his product and after his introduction, he waited for questions in what he had said.To his surprise, the Japanese businessman showed no interest in what had said, Instead, the Japanese businessman asked about the weather and holidays in their two countries.The American businessman felt frustrated and even annoyed.He concluded that the Japanese was „impolite‟, and did not know how to do business.Furthermore, he decided, the Japanese didn‟t like him, which explained everything.Anaiyze the situation and decide what went wrong? In fact, the Amercian businessman was ignorant of Japanese culture.He did not understand that before a business relationship can be established with the Japnese, he must first develop a good personal relationship with him.He should take the time to cultivate a closer relationship with the Japanese businessman, and then, taking about this company‟product.Introductions are important aspects of our daily life.however, few people know how to make them properly.In business, there are two rules to be observed.First, the person of lesser importance, regardless of gender, is introduced to the person of greater importance.Second, the name of the more important person is mentioned before the name of the less important person.1.2 Seen the Negotiation Etiquettes from Eye Contact

Eye is an important aspect of body language.The Chinese saying: the eye is the window of the soul”.A lyric goes : “ your lips tell me no, but there‟ yes, yes in your eyes ”.Eyes can speak in interpersonal communication.All cultures have their unique social rules governing their eye contact and these differences can make people feel uncomfortable without being aware of why they are uncomfortable.Eye contact shows trustworthiness, and integrity(= honest）.One does‟ t anything to hide.When greeting and conversing with others , direct eye contact is highly valued by people of these countries.People expect the person they are interacting with to “ look them in the eye”.Not doing so implies boredom or disinteresting.Avoiding the partner‟s eye could discourage him from going on.The eye, however, is not steady, it is

maintained for a second or two, move away quickly, staring at someone‟s eye while talking is not polite.• In Northern American and Northern European cultures

• U.S.persons are very uncomfortable with prolonged eye contact.• What are the rules for eye contact according to the Chinese custom • If you are speaking in public，do you look at your audience frequently, or you bury your nose in your manuscript ion to read your speech all the time There is no written rules for eye contact in China, but it‟s observed that Chinese people usu.lower our eyes as a sign of deference, but these differences can lead to miscommunication in the multicultural workplace.• The eyes can be very revealing during negotiation.The pupils of the eyes contract or dilate in response to emotions.Well-trained negotiators will watch the pupils for signs that you are willing to make concessions.• Because people of the Middle East know they may give away how they feel with nonverbal eye messages, they may wear dark glasses to hide such messages.II Respect Different Cultures and Making Good Use of Etiquettes In international trade, visitors should act in accordance with local businss etiqutte.Their is a comman saying“Do as Romans do”,in chinaare show this principle.When you get to a place, you should obey the principle of local people but to have your own characteristics.Of course to have you own characteristics shoule include to know the sensitive topic of local people,to respect the customs of local people and culture.In the following passage we will discuss matters needing affection by using in the international as example.2.1 Know About Different Negotiation Taboo and Style

Taboo is a ban or an inhibition resulting from social custom or emotional aversion and that is a kind of culture.An object, a word, or an act protected

by such a prohibition.Amercian Taboo:

“13”

and “ Friday” “

black cat”

• Dislike 蝙蝠“ bat” , hate any product and packaging with bat design.----bad luck.• Pay special attention to privacy

• Avoid largesse and make-up, perfume and clothes to woman.• Keep appropriate distance.For example, a British mangagerwent to an Arab country for a business meeting with his Arab counterpart.Discussions went smoothly and both sides felt pleased.During a break, both stood talking casually.The Arab manager, thinking they now knew each other quite well, felt they should stand closer together to show the closeness of their bilateral relationship.So he moved nearer to the British manager.The British manager was surprised by this move, but thought the action was unintention on the Arba manager‟s part.He stepped back a bit to keep the distance between them.The Arab manager, in his turn, was surprise by his British counterpart‟s stepping back.He took it as a sign that the British manager was ignorant of his good intentions and again decided to move forward to show his good intentions and decided to move forward to show his sincerity.This further move, on the part of the Arab manager, made the British manager feel uncomfortable and even unhappy.Both felt frustrated by the situation, and neither of them understood why the other person felt the need to alter the distance between them.In the arena of international business communication, the more you know of the culture of the country you are dealing with,the less likely you are get into difficult.Features of international negotiation

Not only share similar features with national negotiations but also have

specific features

• Political and diplomatic • International • Risky

• Complicated • Wide-ranged

Knowledge and Skills Requirements • Proper attitude towards negotiation • Good preparation • Awareness of cross-culture

• Getting familiar with policy and international rules and laws.• Good command of foreign languages.American features in negotiation

• Character: easy-going , out-going(in general)• Negotiation style:  Confident and positive  Direct and strategic  forestall one's opponent by a show of strength  Clear attitude towards agreement and disagreement. Various ways of negotiations

 Cherish time and pay special attention to deadline  Esp.Profitable

 Strong sense of laws and contacts  Keen on package deal. Strong race superiority, hard to make concession  Vary from place to place(3 major areas)Three major area 1.East of America, esp.people from the cities around the center of Network in the northeast.Features: master all kinds of economic dynamics in the world at any time, strong activity, do business according to international custom and international conventions, they are quick-minded and skilled at bargaining and profitable, at the same time they have a good command of business trade knowledge and skills.2.Mid-east of USA.Feature:

People are kind, communicative, easy-going , they honor the contract and keeping one's word.Do business and purchasing from Sep.to Nov.each year.3.South American Feature: treating others with sincerity, nice but hot-tempered, pay special attention to letter/ writing and credit.The final stage of business negotiations involves concession making and building toward agreement.Negotiation requires compromise.Usually, both sides give up something to get even more.However, the approaches used to get the compromise differ on the two sides.Americans and other western business executives tend to take a sequential approach to solving complex problems.That is, “let‟s discuss and settle quantity, then price, then delivery, then after-sale service” and so on.Alternatively, the Asian approach is more holistic-looking at all issues simultaneously and not agreeing on any single issue until the end.Americans often are very upset by such differences in style of concession making.American managers report great difficulty in measuring progress.“After all, in America you are half done when half the issues are settled.” In Japan, nothing seems to get settled.Frequently, impatient Americans make unnecessary concessions right before agreements are announced by the Japanese.In the American view, a business negotiation is a problem –solving activity and the solution is a deal that suits both parties.From the standpoint of the Japanese, a business negotiation is a time to develop a business relationship with the goal of long-team mutual benefit.For the Japanese the economic issues are the context, not the content, of the talks.Settling any one issue is not really so important.Such details will take care of themselves once a viable, harmonious business relationship is established.Establishing the relation, signs the fist “agreement,” then the other “details” are settled quickly.In conclusion, American mangers will spend more time putting deals together with Japanese clients or partners than with other Americans.If the negotiation processes are handled adroitly, the American negotiations can look forward to long, mutually beneficial business relationships with Japanese

partners.2.2 Avoid Offending Taboo in Different Culture

Handshaking is always be accompanied by a direct look into the eyes of the person you are shaking with, and sweet/ sincere smile as well as appropriate verbal communication.The way of handshaking in different cultures is different in intensity and duration.A firm handshake plus direct eye contact is the standard form of greeting in English-speaking countries. People in American are taught to do so with a firm, solid grip from an early age. They usually step forward to shake hands, then loosen their grips quickly, and back to a certain distance from each other. The Chinese often hold hands at first, then come closer to each other, sometimes with hands still unloosened , even for a long time, esp.when two old friends meet after a long time. People of the English-speaking countries always feel embarrassed and uncomfortable at what they think as “ over intimate”, while Chinese may take the English way of handshaking as unfriendly and cold, or not sincere enough. Remember that women will offer their hand in both business and social settings in many countries. The Germans prefer a firm handshake, which is seen as a symbol of strength and character. The German culture uses the handshake more frequently than almost any other culture.This form of touch is the acceptable and expected form of touch in every situation, whether meeting a stranger or greeting one‟s family.Not following this custom is viewed negatively. The French generally have a much softer handshake.They may feel uncomfortable with the grip of a German, and the German may wonder about the limp handshake of the French.In the middle east, a limp handshake is more common than a firm handshake.Middle Easterners may put the free hand on the forearm of the person with

whom they are shaking hands.As a result , the distance to the other person diminished. The Japanese, used to bowing, may shake hands with foreign business partner but keep their arm firmly extended to keep a greater distance.In addition, they may slightly bow and thereby combine the Japanese and Western greeting ritual. Above all we know: United Stated: firm

Asia : gentle(shaking hands is unfamiliar and uncomfortable for some;the exception is the Korean, who usu.has a firm handshake;in Japan, handshake with arm firmly extended, accompanied by bow)British: soft

French: light and quick(not offer to superiors);repeated on arrival and departure

German: firm;repeated on arrival and departure;traditionally accompanied by a slight bow

Latin American ：moderate grasp;repeated frequently

Middle Eastern : gentle;repeated frequently, and free hands placed on forearm of the other person

For example, at an international airport in an Arab country, a Chinese engineer had had his luggage checked and had been impressed by the friendly attitude of the Arab custom officer.He wanted to express his appreciation and, as he knew no Arabic thought he‟d shake hands with the officer.Unfortunately, both the engineer‟s hands were full.He was holding a small traveler‟s bag in his left hand and a larger piece of luggage in his right hand.So the engineer quickly put the traveler‟s bag into his right hand and extended his left hand for the handshake with the officer.Then, something unexpected happened.The officer‟s smiling face turned pale and the smile disappeared.Instead of giving the expected handshake, he slapped the engineer‟s extended hand and walked away angrily.We will think why was the Arab officer angry? He extended his left hand(instead of his right hand)to the Arab officer for the handshake.In Arba culture, the left hand is dirty, and using it for a handshake is regarded as an insult.III Flexible Use of Etiquettes

Custom is the principle of communication between people a kind of language and a kind tool.Because the roots of custom ,culture are different from each other.People around the world different region obey different custom.China is one of the four ancient civilized country.Chinese race is the only race inheriting civilization of thousands of years.The Chinese customs have established a system of its own after gradual changes.The eastern society is inheritor of several ancient civilization , which once always chime in with eastern china.But the east and west have completely different customs and culture.As the step of our nation is reforming and opening up is accelerating , intercultural communication is becoming more and more frequent and the contact of customs and culture between east and west are increasing.It is necessary for us to know more about eastern and western customs of communication.In terms of the customs of dress ,western men usually wear reserved western suit and white shirt with tie inside in formal social occasion.They like black so they usually wear black shoes.western women must be in dress in formal occasion.Today the Chinese dress are westernizing.Traditional Chinese dress for example QiPao , Zhong Shan Zhuang are fading from the stage of history.Men and women dress the same as the west in formal occasion.In terms of food and drink , western fast food and western style meal has a large proportion in Chinese food and drink market more and more people begin to try and accept these imported food.Mainland almost becomes an cultural fashion as an symbol of American culture in the field of food and drink.At the same time , French cultural of the noble.English culture of gentlemen also pour in to China with the communication of western and eastern culture many advanced western ways and methods of food and drink are brought in ,which inject new energy to the old traditional Chinese culture of food and drink.Of course , the long history and splendid culture of food and dink nation also has more and more effect on those of foreign country.There are a large number of Chinese restaurant appeared in everywhere in the

world.Chinese cuisine is gradually beconing more and more popular and favorable.Conclusion

From the discussion above, we can see there are thre mai differences between Eastern etiquettes and the Western etiquette.In modern society, it seems that the world is getting smaller and smaller, ineter people are very active with frequent exchanges.Human decency plays the basic role of social ethics.The international etiquettes combine ritual characteristics of various countries and people and can be understood by the people of different countries and nations.International etiquettes can be shared by more and more people of different countries, because etiquettes itself is a cultural phenomenon.Therefore, people are not only paying great attention to international etiquettes , but also different etiquettes in different countries and nations the final purpose is to do successful business with the help of etiquette.Bibiliography

Beijin: International Business Research, 2001.Fang Yanmei.Difference of Transnational Commercial Etiquette Cultures.Guangxi: Journal of Guangxi Youth Leaders College, 2006.Lin Yeyun.Foreign Business Etiquette Training and Development Prospect.http://www.xiexiebang.com/wenda/thread?tid=77b538daeb564a04 www.xiexiebang.com 关世杰:《跨文化交流学》, 北京大学出版社 1995 年版。

何道宽《:介绍一门新兴学科 ─跨文化的交际》, 载《外国语文教学》1983 年第 2 期 , 第 7048 页

黄艳丽.中西方文化差异与社交礼仪[J].邵阳学院学报（社会科学板）, 2005,(6).贾玉新《美国跨文化交际研究》:, 载《外语学刊》1992 年第 3 期 , 第 50 —53 转第 9 页王宗炎:《不同文化之间的交际》, 载《国外语言学》1994 年第 4 期 , 第 14 —18 页

任雪萍.中西方不同文化环境下礼仪的差异[J].安徽电力职工大学学报,2003,(5).