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| A Study of Business Negotiation Etiquette under the Cultural Differences between China and the West Abstract Business etiquette is a code of conduct that business people should follow in business negotiations. It is not only a simple etiquette, but also a social standard ritual in which people express mutual respect on a larger or solemn occasion. With the increasing globalization of the Chinese market, foreign cooperation and exchanges are increasing. However, due to the different customs, cultures, thinking patterns and religious beliefs of various countries, some contradictions and misunderstandings will inevitably occur. In order to occupy an advantageous position in international business trade, besides having cheaper products with high qualities, business negotiations are the key to determining the success or failure of companies in international trade. Etiquette plays a crucial role in business negotiations. The effective use of business etiquette is conducive to the smooth progress of the negotiation. Research shows that companies with good business negotiation etiquette can be invincible in the increasingly fierce market, and produce good social and economic benefits. Negotiating etiquette can be regarded as a window of cultural perspective. This article briefly introduces the differences in etiquette between Chinese and Western business negotiations and the causes of the differences. It also proposes some suggestions to help business people to improve etiquette awareness, reduce misunderstandings and frictions in the negotiations, and achieve win-win results. Key words: business negotiation；etiquette；Cultural differences between China and the West 摘 要 商务礼仪是商务人员在商务谈判中应当遵守的行为规范。它不仅仅是一种简单的礼节，更是人们在更大或者庄严场合表达互相尊敬的社会标准仪式。 随着中国市场的全球化程度越来越高，对外的合作与交流日益增多。但是，由于各国家的风俗习惯、思维方式、宗教信仰等截然不同，不免会发生一些矛盾和误解。想要在国际商务贸易中占据优势地位，除了拥有物美价廉的产品之外，商务谈判是决定企业在国际贸易中成败的关键。礼仪在商务谈判中有着至关重要的作用，有效地运用商务礼仪有助于谈判的顺利进行。 通过研究表明，拥有良好的商务谈判礼仪的企业能在日趋激烈的市场中立于不败之地，并且产生良好的社会效益和经济效益。谈判礼仪可以说是文化透视的窗口。本文简单介绍了中西方商务谈判中礼仪的差异以及差异形成的原因，并且提出一些建议来帮助商务人员提高礼仪意识，减少谈判中的误会和摩擦，实现双赢的结果。 关键词: 商务谈判；礼仪；中西方文化差异 |
