國(guó)際商務(wù)談判理論與實(shí)戰(zhàn)PPTChapter 8 Etiquette of International Business Negotiation

國(guó)際商務(wù)談判禮儀Chapter8EtiquetteofInternationalBusinessNegotiation

Ininternationalbusinesscommunication,thesuccessorfailureofbusinesstransactionsoftendependsnotonlyonthetradingconditionssuchasproductqualityandpricelevel,butalsoontheattitudetowardscustomers,therequirementsforone’sself,andthemasteryandapplicationofinternationalbusinessetiquette.Ifyouknowtheculturalcustomsoftheotherparty,knowtheinternationalbusinessetiquettepractices,usecertainetiquettetoregulateyourownbehavior,showprettygoodexternalimageandinternalcultivation,performself-confidenceandproperspeechandbehavior,expressfriendshipandgoodwilltocustomers,winrespectandappreciation,andreflectthelevelofcivilizationandsocialfashionofhisowncountryandnation,itwillcertainlyenhancethetrustandfriendshipofbothsidesandpromotethetransaction.國(guó)際商務(wù)交往中，企業(yè)交易的成敗往往不僅取決于產(chǎn)品質(zhì)量、價(jià)格水平等交易條件，還取決于對(duì)客戶的態(tài)度、對(duì)自己的要求，取決于對(duì)國(guó)際商務(wù)禮儀的掌握和運(yùn)用，如果了解對(duì)方的文化習(xí)俗，熟悉國(guó)際商務(wù)禮儀慣例，用一定的禮儀來(lái)規(guī)范自身的行為，表現(xiàn)出良好的外在形象和內(nèi)在修養(yǎng)，言談舉止自信得體，向客戶表達(dá)友好和善意，贏得尊重和欣賞，同時(shí)又反映出自己國(guó)家、民族的文明程度和社會(huì)風(fēng)尚，必將增進(jìn)雙方的信任和友誼，促進(jìn)交易達(dá)成。Section1DressEtiquette

第1節(jié)服飾禮儀Dressetiquetteisthemostbasicetiquetteininternationalbusinessnegotiation.服飾禮儀是國(guó)際商務(wù)談判中最基本的禮儀。Darkcolorissuitableforinternationalbusinessnegotiationoccasion.Themonochromeclothingofblack,darkblue,grayanddarkbrowncanbeconsideredtogivetheimpressionofpreciseness,steadinessandmaturitytothenegotiationopponents.國(guó)際商務(wù)談判場(chǎng)合的著裝顏色以深色調(diào)為宜，可考慮選擇黑色、深藍(lán)色、灰色、深褐色的單色服裝，給予談判對(duì)手嚴(yán)謹(jǐn)、穩(wěn)重、成熟的印象。1.Dressing著裝Negotiatorsshouldchoosesuitableclothesaccordingtotheirowntemperamentandbodycharacteristics.Intermsofthestyleofclothing,althoughtherearemanystylesofclothingforallnationalitiesintheworld,men'ssuitsandwomen'ssuitshavebecomethegenerallyrecognizeddressonthenegotiationtable.談判者應(yīng)根據(jù)自身的氣質(zhì)、體型特點(diǎn)，選擇適宜的著裝，從服裝的樣式來(lái)講，盡管世界各國(guó)各民族的服裝樣式繁多，但男士西服正裝和女士西服套裙已成為談判桌上普遍認(rèn)可的著裝。Thejacket,trousersandvest(ifany)ofmen'ssuitshallbemadeofthesamematerial.Whenwearing,itisnotallowedtoputonsweatersandexposeunderwear,rollupsleevesandturnoversleeves.Itisrequiredtoweartieorbowtie.Meanwhile,itisalsorequiredtowearleathershoeswithcoordinatedcolorandstyle.Itisnotallowedtoweartouristshoesandsportsshoes.男士西裝的上衣、長(zhǎng)褲、西裝背心（如有）需用同種材質(zhì)的面料，穿著時(shí)不可內(nèi)套毛衣和外現(xiàn)內(nèi)衣，不可卷袖和翻袖，應(yīng)佩戴領(lǐng)帶或領(lǐng)結(jié)，同時(shí)配穿顏色款式協(xié)調(diào)的皮鞋，不可穿旅游鞋和運(yùn)動(dòng)鞋。Womenusually

wearsuitsandskirts.Insummer,theycanalsoweardressesorlong(short)sleeveblouses

withskirtsortrousers.Inotherseasons,theycanalsowearsweaterssuitswithwindcoats

orcoats.Women'sclothingshallnotbeexposed,transparent,ultrashortortoolong.Suspendersshallnotbeworn.Underwearshallnotbeexposed.Whenwearingskirts,theopeningofsocksshallnotbeexposed.Longtubesilkstockingsshallbeworn,butmeshstyleshallnotbeworn.Thecolorshallbeappropriateandintact.Thecolorandstyleofshoesandhatsareharmonious.It'sbetternottowearsandals,especiallyslippersandalswithoutbackbelt.女士著裝一般以西裝套裙為佳，夏季也可著連衣裙或長(zhǎng)（短）袖襯衫配裙子或西褲，其他季節(jié)也可著毛衣套裝外配風(fēng)衣或大衣。女裝不可暴露，不可透明，不可超短也不宜過(guò)長(zhǎng)，不可穿著吊帶裝，內(nèi)衣更不可外現(xiàn)，穿裙裝時(shí)襪口不能露在外，應(yīng)穿長(zhǎng)筒絲襪，但不可穿網(wǎng)眼款式，顏色得體，無(wú)殘破。鞋帽色澤款式協(xié)調(diào)，最好不穿涼鞋，特別是無(wú)后帶的拖鞋式?jīng)鲂?.

Jewelry首飾Whenwearingjewelryininternationalbusinessnegotiations,womenshouldpayattentionto:Thestyleof

jewelryshouldnotbeexaggerated,withlessasthebest,worn

onthe“finishingpoint”.Thecolorofjewelryshouldbecoordinatedwiththedress.Thewearingofjewelryisinlinewiththeconvention.Forexample,aringisusuallyonlywornonthecorrespondingfingerofthelefthand,marriedontheringfingerandunmarriedontheforefinger.Don'tweararoughone.女士在國(guó)際商務(wù)談判中佩戴首飾應(yīng)注意：首飾的款式不應(yīng)夸張，以少為佳，畫(huà)龍點(diǎn)睛。首飾的色澤應(yīng)與著裝協(xié)調(diào)。首飾的佩戴符合慣例，比如，戒指一般只戴一枚，戴在左手對(duì)應(yīng)的手指，已婚戴在無(wú)名指，未婚戴在食指。不戴制作粗糙的首怖。3.

Makeup化妝Ladiescanmoderatelymakeup,make-upshouldnotbetoothick,especiallynottousestrongfragrancecosmetics.Neverlookinthemirrorandmakeupinfrontofpeople.女士可適度化妝，妝不宜過(guò)濃，尤其不可使用濃香型化妝品。切忌在眾人面前照鏡子和補(bǔ)妝。Section2MeetingEtiquette

第2節(jié)會(huì)見(jiàn)禮儀Theetiquetteofthebasicmeetingactivitiesofinternationalbusinessnegotiations,suchaswelcomeandseeingoff,meeting,andtalking,areasfollows.迎送、見(jiàn)面、交談等國(guó)際商務(wù)談判的基本會(huì)見(jiàn)活動(dòng)的禮儀慣例如下。1.

Welcomeandseeingoff迎送（1）Determinationofwelcomestandards確定迎送規(guī)格Forvisitingguests,comprehensiveconsiderationandarrangementshallbemadeaccordingtotheiridentityandstatus,aswellasthenatureofthenegotiationandtherelationshipbetweenthetwoparties.Thereshouldnotbetoomanyushersandescorts.Generally,theidentityandstatusofthemainushersandescortsshouldnotbefarfromtheotherside.Itisappropriatetobe

counterpartandequal.Ifthepartiescannotappearforsomereason,theycanbereplacedbythepersonswithequivalentpositionsordeputypositions,buttheymustexplaintotheotherside.Sometimes,theycanarrangetheushersandescortsinanunusualwaybasedonthedevelopmentoftherelationshipbetweenthetwosidesorotherneeds.對(duì)來(lái)訪客人，要視其身份和地位以及談判的性質(zhì)和雙方的關(guān)系等綜合考慮安排。迎送人員不宜過(guò)多，通常主要迎送人的身份和地位要與對(duì)方的差距不大，對(duì)口、對(duì)等為宜，當(dāng)事人因故不能出面，可由職位相當(dāng)人士或副職代替，但須向?qū)Ψ阶鞒鼋忉專(zhuān)袝r(shí)從發(fā)展雙方關(guān)系或其他需要出發(fā)，可破格安排迎送。（2）Masteryofarrivalanddeparturetime掌握抵離時(shí)間Whengreeting,youshouldwaitbeforethearrivaloftheguests,andwhenseeingoff,youshouldarrivebeforeboarding

flight

(train,ship).迎接時(shí)應(yīng)在來(lái)客抵達(dá)之前等候，送行時(shí)應(yīng)在客人登機(jī)（車(chē)、船）之前到達(dá)。（3）Otherconsiderations注意其他事項(xiàng)Assignspecialpersonneltoassisttheguestsinhandlingtheentryandexitprocedures,ticketbusiness,luggagecheck-inandotherprocedures.指派專(zhuān)人協(xié)助客人辦理出入境手續(xù)及票務(wù)、行李托運(yùn)等手續(xù)。Duringthereception,leavetheairport(station,wharf),asktheguesttogetontherightsideofthereceptionvehicleandenterthebackofthevehicletotakeaseat,thehostgetsontheleftsideofthevehicle,theinterpretertakestheseatontherightsideofthedriverinthefrontrow,thesameaswhenreturning.接訪時(shí)，離開(kāi)機(jī)場(chǎng)（車(chē)站、碼頭），請(qǐng)客人從接待車(chē)輛的右側(cè)車(chē)門(mén)上車(chē)入車(chē)輛的后排就坐，主人從左側(cè)車(chē)門(mén)上車(chē)，翻譯坐前排司機(jī)右邊的座位，送歸時(shí)同。Whenguestsarriveatthehotel,don'tarrangeactivitiesimmediately

andgivethemtimetorest,batheandchangeclothes.來(lái)客抵達(dá)入住酒店，一般不馬上安排活動(dòng)，給予客人休息、沐浴、更衣的時(shí)間。2.Meeting見(jiàn)面（1）Introducing介紹Usually,thehostpartywithahigherstatusorthehostnegotiatorintroducesthewelcomepersonnelandnegotiationmemberstothevisitorsfirst,andthentheotherpartydoes.Thegeneralorderofpresentationiswomenfirstandhighstatusfirst.通常由東道主一方身份職位較高者或主談人先將本方歡迎人員、談判成員介紹給來(lái)客，之后對(duì)方再介紹。介紹的一般順序是女士?jī)?yōu)先，身份職位高的優(yōu)先。Whenmakingaformalintroductiontotheotherparty,thehonorificnameoftheotherpartyandthesurnameorfullnameoftheotherpartyshallbeused.Forexample,theotherpartyisDr.JohnKnox,generalmanagerofacompanyfromLondon,UK.YoucanintroduceLiPei,deputymanagerofyourexportdepartment,asfollows:"DoctorKnox,Mr.managingdirector,pleaseallowmetointroducedeputymanagerofourexportdepartmentLiPeitoyou."在向?qū)Ψ阶稣浇榻B時(shí)，應(yīng)使用對(duì)方的尊稱(chēng)和對(duì)方的姓或完整姓名。比如，對(duì)方是來(lái)自英國(guó)倫敦某公司的總經(jīng)理JohnKnox博士，可以這樣向?qū)Ψ浇榻B本方的出口部副經(jīng)理李沛：“DoctorKnox,Mr.Managingdirector,pleaseallowmetointroducedeputymanagerofourexportdepartmentLiPeitoyou.”（2）Greeting致意Handshakeisacommongreetingetiquetteintheworld.Insomecountries,bowing,kissing,hugging,andcombininghandsarealsousedtogreet.Ifthetwosidesarefaraway,raiseyourrighthand,smileandnod.握手是國(guó)際上通用的見(jiàn)面致意禮節(jié)，有些國(guó)家還采用鞠躬、親吻、擁抱、雙手合十等方式致意。如果雙方相距遠(yuǎn)，可舉右手，微笑、點(diǎn)頭致意。（3）Businesscardsexchange名片交換①

Businesscardsaregenerallydesignedintwolanguages,oneisthenativelanguage,theotherisEnglish,usuallyprintedontwosides.

①名片設(shè)計(jì)一般采用兩種語(yǔ)言，一種是本國(guó)語(yǔ)言，另一種是英語(yǔ)，通常正反兩面印制。②

Thebusinesscardisusuallyplacedinaspecialbusinesscardbox,whichisthenplacedinabriefcaseorothersuitablelocationforeasyaccessatanytime.

②名片一般放在專(zhuān)門(mén)的名片盒內(nèi)，名片盒再放入公文包內(nèi)或其他合適的位置，以便隨時(shí)取用。③

Theexchangeofbusinesscardsisgenerallycarriedoutatthefirstmeeting.Aftertheguestsareintroduced,theyfirsthandoverthebusinesscard.Whenhandingoverthebusinesscard,itisusuallyadvisabletohandoutthebusinesscardwiththeEnglishsidefacingupandthenativelanguagesidefacingdown.

③名片交換一般在初次見(jiàn)面時(shí)進(jìn)行，客人被介紹之后先遞名片，遞名片時(shí)通常把英文的那面朝上，本國(guó)文字的那面朝下，雙手遞出為宜。④

Toacceptabusinesscard,youshouldexpressgratitude,nodandsmile,readitcarefully,andputitinyourownbusinesscardboxorclipitontothedocument.Ifyoureceivemorebusinesscardswhenyouattendthemeeting,youcanspreadthemoutonthetableandmatchthemwithpeople,andputthemawayattheendofthemeeting.④接受名片應(yīng)表示感謝，點(diǎn)頭微笑，認(rèn)真閱讀，鄭重放入自己的名片盒內(nèi)或夾到文件上。如果參加會(huì)談時(shí)接到的名片較多，可將名片在桌上攤開(kāi)并將名片與人對(duì)號(hào)，會(huì)談結(jié)束時(shí)再將名片收起放好。（4）Conversationandbehavior談話與舉止①

Whattotalkabout.Generallyspeaking,wedonottalkaboutirrelevanttopics,

andthecontentdoesnotinvolvepersonalprivacy,absurdity,andobscenity.

①談話內(nèi)容。一般不談無(wú)關(guān)話題，內(nèi)容不涉及個(gè)人隱私、荒誕離奇、黃色淫穢。②

Talkdistance.Informalnegotiation,twosidesare

generallyseparatedbythenegotiationtable

to

talktoeachother.Ingeneralconversation,thereisnofixeddistancebetweenthetwoparties,it'sbettertofeelnatural,comfortableandclearlyheard.

②談話距離。正式談判一般隔開(kāi)談判桌，兩廂對(duì)坐商談。交談距離沒(méi)有一定之規(guī)，以雙方感覺(jué)自然、自在和聽(tīng)得清為宜。③

Gesturesinconversation.Themovementshouldnotbetoolarge,thegestureshouldbecivilized,andtherange

shouldbe

appropriate.Don'tslaporpullthe

otherpartycasually.Don'tpointyourfingersatthe

otherortakeapen,rulerandotherthingstopointatthe

other.Whentheotherpartyspeaks,heshouldnotlookleftandright,beabsent-minded,ordocasualactionssuchaslookingatyour

watch,stretching,orplayingwiththings.③談話時(shí)的動(dòng)作手勢(shì)。動(dòng)作不宜過(guò)大，手勢(shì)文明，幅度合適。不隨便拍打、拉扯對(duì)方，不用手指指對(duì)方或拿筆、尺子等物指對(duì)方。對(duì)方發(fā)言時(shí)不能左顧右盼、心不在焉，不應(yīng)做看手表、伸懶腰、玩東西等漫不經(jīng)心的動(dòng)作。Section3BanquetEtiquette

第3節(jié)宴會(huì)禮儀Banquetandgoingtobanquetaretwoaspectsofbanquet,andweshouldalsolearntomasterrelevantetiquette.宴請(qǐng)與赴宴是宴會(huì)的兩個(gè)方面，也應(yīng)學(xué)習(xí)掌握相關(guān)禮儀。1.

Banquet宴請(qǐng)（1）Banquetmethod宴請(qǐng)方式Accordingtotheimportanceofthetransaction,cost,timeandotherfactors,chooseformalbanquet,informalbanquet,familybanquetandworkmealandotherforms.根據(jù)交易的重要程度、費(fèi)用、時(shí)間等因素，選擇正式宴會(huì)、便宴、家宴和工作餐等形式。（2）Nameofinvitationand

invitee邀請(qǐng)名義和對(duì)象Thenameoftheinvitationdependsonthereason.Itismainlybasedontheidentityofthehostandtheguesttodeterminewhomisinvited,theidentityofthehostandtheguestshouldbeequal.因事由而定邀請(qǐng)名義。主要依據(jù)主、客雙方的身份，確定邀請(qǐng)對(duì)象，主、客的身份應(yīng)對(duì)等。（3）Invitationscope邀請(qǐng)范圍Accordingtothenatureofthebanquet,thewaytheotherpartyentertainsus,internationalpractice,etc.,determinetheguestofhonorandaccompanyingpersonnel.按照宴請(qǐng)的性質(zhì)、對(duì)方招待我方的做法、國(guó)際慣例等，確定主賓和陪同人員。（4）Timeandplaceofbanquet宴請(qǐng)的時(shí)間地點(diǎn)Thetwosidesnegotiatewitheachothertodetermine,customersusuallyfollowthemaster.雙方商議確定，通?？碗S主便。（5）Table

andseat桌次和座次Forasingleroomandsingletablebanquet,thehostandtheguestofhonorsitclosetotheinteriorandfacethedooroftheroom.Generally,theguestofhonor

isarrangedtositontherightsideofthehost'sseat.Otherpeopleonthehostsideandotherguestssitnexttoeachother.Thepositiondeterminesthedistancefromthehost's

seat.

Incaseofmultipletables,thetablenumberisdeterminedbythedistancefromthemaintable.單間單桌的宴請(qǐng)，主人和主賓坐在靠里邊朝向房門(mén)的位置，一般安排主賓坐在主人的右手邊，東道主方面的其他人和其他客人兩兩相鄰而坐，職位的高低決定離主人的座位的遠(yuǎn)近。多桌的情況下，以離主桌位置遠(yuǎn)近決定桌次高低。（6）Dishselection選菜Themainconsiderationisthetaboosandpreferencesoftheguestofhonorandotherguests.Itisbettertoopenamenuinadvanceandaskfortheconsentoftheotherparty.Thebanquetshouldnotbetooluxurious.主要考慮主賓和其他客人的禁忌與喜好，最好事先開(kāi)立菜單，征求對(duì)方同意。宴請(qǐng)不宜追求過(guò)分豪華氣派。2.

Goingtobanquet赴宴（1）Invited應(yīng)邀Ifyouareinvitedtoattend,youshouldreplyassoonaspossible.Afteracceptingtheinvitation,itshouldnotbechangedatwill.接到邀請(qǐng)，能否出席，應(yīng)盡早答復(fù)。接受邀請(qǐng)后不宜隨意改動(dòng)。（2）Timeofattendance出席時(shí)間Beinglate,leavingearlyandstayingtooshortarealldisrespectfulbehaviors.遲到、早退、逗留時(shí)間過(guò)短，都是失禮行為。（3）Seated入座Sitatthetableandseatarrangedbythehost.按東道主安排的桌次、座次就坐。（4）Eating進(jìn)餐Whenthehostannouncesthestart

ofbanquet,themealwillbegin.Wheneating,keepaproperdistancebetweenthebodyandthetable,soastofacilitatethefoodandnotaffecttheadjacentseats.Trytoavoidburping,sneezing,yawningandsoon,ifyoucan'tit,cover

yourmouthandnosewithnapkin.主人招呼即可開(kāi)始進(jìn)餐。用餐時(shí)，身體與餐桌之間保持適當(dāng)?shù)木嚯x，以方便取食物和不影響鄰座為宜。盡量避免打嗝、打噴嚏、打哈欠等，無(wú)法忍住，應(yīng)用餐巾紙遮住口鼻。（5）Drinking飲酒Whenthehostandtheguestproposeatoastandmakeaspeech,youshouldstopeating,talking,listeningandpayingattentiontothehostortheguest.Youshoulddrinkinmoderationandnotforceotherstodrink.在主人和主賓敬酒、致辭時(shí)，應(yīng)暫停進(jìn)餐，停止交談，注意傾聽(tīng)，并向主人或主賓行注目禮。自己飲酒要適量，不能勉強(qiáng)他人飲酒。（6）Teaorcoffee喝茶或咖啡Whendrinkingteaorcoffee,youshoulduseyourlefthandtopickupthesaucerorcoffee

plate,anduseyourrighthandtopickupthecup.Donotscoopupteaorcoffeetodrinkwiththeteaspoonorcoffeespoon.喝茶或喝咖啡時(shí)，要用左手端起茶碟或咖啡碟，右手端杯喝。不要將攪拌用的茶匙或咖啡匙把茶或咖啡舀起來(lái)喝。（7）Talk交談Payattentiontothetalkwithpeopleatthesametable,especiallytheleftandrightneighbors.Youshouldintroduceeachotherandtalkbriefly.注意與同桌的