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1. Research background and topic basis
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With the development of modern social economy, business negotiation activities turn to be a global social activity, which is not only an important part of enterprise operation process, but also the foundation of the whole social body’s operation. More and more domestic enterprises join the business negotiation activities. Thus international business negotiation become an indispensable component and sometimes even decides the success or failure of trade activities.4303
Business negotiation is the premise of transactions between enterprises, which is also an activity of communication among the people in the mutual economic. The negotiations need communications between people and people, whereas communications need to build on the basis of mutual respect and equality. Etiquette is the bridge and link of negotiators decreasing the distance between the two sides, and it also embodies the right excellent negotiation skills. On the one hand, the negotiator's etiquette, to a certain extent, reflects the degree of civilization and culture, social quality and personal accomplishment of a country, a region or a business. Thus it can affect the atmosphere and process of negotiation. On the other hand, as an important part of business negotiations, business etiquette apply its communication function, image function and coordination function to business negotiations, which play an important role on determining the success or failure of the business negotiation. Therefore， we must pay more attention to business etiquette in business negotiation and make full use of politeness strategies in the negotiations.
2. Research status of this topic
China is a state of ceremonies. Since ancient times, China began to study and apply on etiquette. As an old Chinese saying said that “A man without manners is half man. Nothing can succeed without rules. Formality makes a country what it is.” As a part of etiquette norms, business etiquette is an important behavioral science and interpersonal art. Especially in the today’s internationalization development, China's trade and economic development has an intimate relationship with that of the world. Thus in order to improve the success of negotiations, paying attention to etiquette strategies plays an important role. Domestic and foreign scholars has carried out a large number of work on the related issues such as the relationship and application between business etiquette and business negotiation and accumulated a fruitful research results. Domestic scholars Jin Zhengkun, Gu Cheng, Fang Mingliang, Jiang Guijuan have made outstanding contributions in this aspect. Today, more and more people pay attention to the role of etiquette strategy in business negotiation and application skills. Therefore, this subject has important practical value and significance.
3. Literature Review
3.1 Studies and main viewpoints abroad and in China
According to related issues on etiquette and its role in business negotiations, domestic and foreign scholars have done a lot of work and achieved fruitful results. Research of this paper is established on the basis of predecessors' research results, so it is necessary to summarize the basic theory and research results of the related literatures as follows:
Frank. Acuff's book “international business negotiations" based on the perspective of international business negotiations. This book focuses on the negotiation skills and the importance of etiquette.
Gerrard. Neal Lemberg in his book “the art of negotiation” conducted in-depth research on negotiation behaviors and put forward possible problems and countermeasures in various negotiations.
Han's book "etiquette training course" detailed the etiquette’s practical knowledge of each occasion in business activities. The content involves the business people temperament and indexing, dress and deportment, etiquette, business visit office etiquette, business negotiations and meeting etiquette, business etiquette, business gifts with the principles of public relations activities, the world's major countries customs etiquette.