國際商務談判理論與實戰(zhàn)PPTChapter 8 Etiquette of International Business Negotiation

國際商務談判禮儀Chapter8EtiquetteofInternationalBusinessNegotiation

Ininternationalbusinesscommunication,thesuccessorfailureofbusinesstransactionsoftendependsnotonlyonthetradingconditionssuchasproductqualityandpricelevel,butalsoontheattitudetowardscustomers,therequirementsforone’sself,andthemasteryandapplicationofinternationalbusinessetiquette.Ifyouknowtheculturalcustomsoftheotherparty,knowtheinternationalbusinessetiquettepractices,usecertainetiquettetoregulateyourownbehavior,showprettygoodexternalimageandinternalcultivation,performself-confidenceandproperspeechandbehavior,expressfriendshipandgoodwilltocustomers,winrespectandappreciation,andreflectthelevelofcivilizationandsocialfashionofhisowncountryandnation,itwillcertainlyenhancethetrustandfriendshipofbothsidesandpromotethetransaction.國際商務交往中，企業(yè)交易的成敗往往不僅取決于產(chǎn)品質(zhì)量、價格水平等交易條件，還取決于對客戶的態(tài)度、對自己的要求，取決于對國際商務禮儀的掌握和運用，如果了解對方的文化習俗，熟悉國際商務禮儀慣例，用一定的禮儀來規(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，向客戶表達友好和善意，贏得尊重和欣賞，同時又反映出自己國家、民族的文明程度和社會風尚，必將增進雙方的信任和友誼，促進交易達成。Section1DressEtiquette

第1節(jié)服飾禮儀Dressetiquetteisthemostbasicetiquetteininternationalbusinessnegotiation.服飾禮儀是國際商務談判中最基本的禮儀。Darkcolorissuitableforinternationalbusinessnegotiationoccasion.Themonochromeclothingofblack,darkblue,grayanddarkbrowncanbeconsideredtogivetheimpressionofpreciseness,steadinessandmaturitytothenegotiationopponents.國際商務談判場合的著裝顏色以深色調(diào)為宜，可考慮選擇黑色、深藍色、灰色、深褐色的單色服裝，給予談判對手嚴謹、穩(wěn)重、成熟的印象。1.Dressing著裝Negotiatorsshouldchoosesuitableclothesaccordingtotheirowntemperamentandbodycharacteristics.Intermsofthestyleofclothing,althoughtherearemanystylesofclothingforallnationalitiesintheworld,men'ssuitsandwomen'ssuitshavebecomethegenerallyrecognizeddressonthenegotiationtable.談判者應根據(jù)自身的氣質(zhì)、體型特點，選擇適宜的著裝，從服裝的樣式來講，盡管世界各國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可的著裝。Thejacket,trousersandvest(ifany)ofmen'ssuitshallbemadeofthesamematerial.Whenwearing,itisnotallowedtoputonsweatersandexposeunderwear,rollupsleevesandturnoversleeves.Itisrequiredtoweartieorbowtie.Meanwhile,itisalsorequiredtowearleathershoeswithcoordinatedcolorandstyle.Itisnotallowedtoweartouristshoesandsportsshoes.男士西裝的上衣、長褲、西裝背心（如有）需用同種材質(zhì)的面料，穿著時不可內(nèi)套毛衣和外現(xiàn)內(nèi)衣，不可卷袖和翻袖，應佩戴領(lǐng)帶或領(lǐng)結(jié)，同時配穿顏色款式協(xié)調(diào)的皮鞋，不可穿旅游鞋和運動鞋。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（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衣或大衣。女裝不可暴露，不可透明，不可超短也不宜過長，不可穿著吊帶裝，內(nèi)衣更不可外現(xiàn)，穿裙裝時襪口不能露在外，應穿長筒絲襪，但不可穿網(wǎng)眼款式，顏色得體，無殘破。鞋帽色澤款式協(xié)調(diào)，最好不穿涼鞋，特別是無后帶的拖鞋式?jīng)鲂?.

Jewelry首飾Whenwearingjewelryininternationalbusinessnegotiations,womenshouldpayattentionto:Thestyleof

jewelryshouldnotbeexaggerated,withlessasthebest,worn

onthe“finishingpoint”.Thecolorofjewelryshouldbecoordinatedwiththedress.Thewearingofjewelryisinlinewiththeconvention.Forexample,aringisusuallyonlywornonthecorrespondingfingerofthelefthand,marriedontheringfingerandunmarriedontheforefinger.Don'tweararoughone.女士在國際商務談判中佩戴首飾應注意：首飾的款式不應夸張，以少為佳，畫龍點睛。首飾的色澤應與著裝協(xié)調(diào)。首飾的佩戴符合慣例，比如，戒指一般只戴一枚，戴在左手對應的手指，已婚戴在無名指，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妝。Section2MeetingEtiquette

第2節(jié)會見禮儀Theetiquetteofthebasicmeetingactivitiesofinternationalbusinessnegotiations,suchaswelcomeandseeingoff,meeting,andtalking,areasfollows.迎送、見面、交談等國際商務談判的基本會見活動的禮儀慣例如下。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.對來訪客人，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。迎送人員不宜過多，通常主要迎送人的身份和地位要與對方的差距不大，對口、對等為宜，當事人因故不能出面，可由職位相當人士或副職代替，但須向?qū)Ψ阶鞒鼋忉專袝r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掌握抵離時間Whengreeting,youshouldwaitbeforethearrivaloftheguests,andwhenseeingoff,youshouldarrivebeforeboarding

flight

(train,ship).迎接時應在來客抵達之前等候，送行時應在客人登機（車、船）之前到達。（3）Otherconsiderations注意其他事項Assignspecialpersonneltoassisttheguestsinhandlingtheentryandexitprocedures,ticketbusiness,luggagecheck-inandotherprocedures.指派專人協(xié)助客人辦理出入境手續(xù)及票務、行李托運等手續(xù)。Duringthereception,leavetheairport(station,wharf),asktheguesttogetontherightsideofthereceptionvehicleandenterthebackofthevehicletotakeaseat,thehostgetsontheleftsideofthevehicle,theinterpretertakestheseatontherightsideofthedriverinthefrontrow,thesameaswhenreturning.接訪時，離開機場（車站、碼頭），請客人從接待車輛的右側(cè)車門上車入車輛的后排就坐，主人從左側(cè)車門上車，翻譯坐前排司機右邊的座位，送歸時同。Whenguestsarriveatthehotel,don'tarrangeactivitiesimmediately

andgivethemtimetorest,batheandchangeclothes.來客抵達入住酒店，一般不馬上安排活動，給予客人休息、沐浴、更衣的時間。2.Meeting見面（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、談判成員介紹給來客，之后對方再介紹。介紹的一般順序是女士優(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，應使用對方的尊稱和對方的姓或完整姓名。比如，對方是來自英國倫敦某公司的總經(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.握手是國際上通用的見面致意禮節(jié)，有些國家還采用鞠躬、親吻、擁抱、雙手合十等方式致意。如果雙方相距遠，可舉右手，微笑、點頭致意。（3）Businesscardsexchange名片交換①

Businesscardsaregenerallydesignedintwolanguages,oneisthenativelanguage,theotherisEnglish,usuallyprintedontwosides.

①名片設計一般采用兩種語言，一種是本國語言，另一種是英語，通常正反兩面印制。②

Thebusinesscardisusuallyplacedinaspecialbusinesscardbox,whichisthenplacedinabriefcaseorothersuitablelocationforeasyaccessatanytime.

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

Theexchangeofbusinesscardsisgenerallycarriedoutatthefirstmeeting.Aftertheguestsareintroduced,theyfirsthandoverthebusinesscard.Whenhandingoverthebusinesscard,itisusuallyadvisabletohandoutthebusinesscardwiththeEnglishsidefacingupandthenativelanguagesidefacingdown.

③名片交換一般在初次見面時進行，客人被介紹之后先遞名片，遞名片時通常把英文的那面朝上，本國文字的那面朝下，雙手遞出為宜。④

Toacceptabusinesscard,youshouldexpressgratitude,nodandsmile,readitcarefully,andputitinyourownbusinesscardboxorclipitontothedocument.Ifyoureceivemorebusinesscardswhenyouattendthemeeting,youcanspreadthemoutonthetableandmatchthemwithpeople,andputthemawayattheendofthemeeting.④接受名片應表示感謝，點頭微笑，認真閱讀，鄭重放入自己的名片盒內(nèi)或夾到文件上。如果參加會談時接到的名片較多，可將名片在桌上攤開并將名片與人對號，會談結(jié)束時再將名片收起放好。（4）Conversationandbehavior談話與舉止①

Whattotalkabout.Generallyspeaking,wedonottalkaboutirrelevanttopics,

andthecontentdoesnotinvolvepersonalprivacy,absurdity,andobscenity.

①談話內(nèi)容。一般不談無關(guān)話題，內(nèi)容不涉及個人隱私、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。正式談判一般隔開談判桌，兩廂對坐商談。交談距離沒有一定之規(guī)，以雙方感覺自然、自在和聽得清為宜。③

Gesturesinconversation.Themovementshouldnotbetoolarge,thegestureshouldbecivilized,andtherange

shouldbe

appropriate.Don'tslaporpullthe

otherpartycasually.Don'tpointyourfingersatthe

otherortakeapen,rulerandotherthingstopointatthe

other.Whentheotherpartyspeaks,heshouldnotlookleftandright,beabsent-minded,ordocasualactionssuchaslookingatyour

watch,stretching,orplayingwiththings.③談話時的動作手勢。動作不宜過大，手勢文明，幅度合適。不隨便拍打、拉扯對方，不用手指指對方或拿筆、尺子等物指對方。對方發(fā)言時不能左顧右盼、心不在焉，不應做看手表、伸懶腰、玩東西等漫不經(jīng)心的動作。Section3BanquetEtiquette

第3節(jié)宴會禮儀Banquetandgoingtobanquetaretwoaspectsofbanquet,andweshouldalsolearntomasterrelevantetiquette.宴請與赴宴是宴會的兩個方面，也應學習掌握相關(guān)禮儀。1.

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

invitee邀請名義和對象Thenameoftheinvitationdependsonthereason.Itismainlybasedontheidentityofthehostandtheguesttodeterminewhomisinvited,theidentityofthehostandtheguestshouldbeequal.因事由而定邀請名義。主要依據(jù)主、客雙方的身份，確定邀請對象，主、客的身份應對等。（3）Invitationscope邀請范圍Accordingtothenatureofthebanquet,thewaytheotherpartyentertainsus,internationalpractice,etc.,determinetheguestofhonorandaccompanyingpersonnel.按照宴請的性質(zhì)、對方招待我方的做法、國際慣例等，確定主賓和陪同人員。（4）Timeandplaceofbanquet宴請的時間地點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，主人和主賓坐在靠里邊朝向房門的位置，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近。多桌的情況下，以離主桌位置遠近決定桌次高低。（6）Dishselection選菜Themainconsiderationisthetaboosandpreferencesoftheguestofhonorandotherguests.Itisbettertoopenamenuinadvanceandaskfortheconsentoftheotherparty.Thebanquetshouldnotbetooluxurious.主要考慮主賓和其他客人的禁忌與喜好，最好事先開立菜單，征求對方同意。宴請不宜追求過分豪華氣派。2.

Goingtobanquet赴宴（1）Invited應邀Ifyouareinvitedtoattend,youshouldreplyassoonaspossible.Afteracceptingtheinvitation,itshouldnotbechangedatwill.接到邀請，能否出席，應盡早答復。接受邀請后不宜隨意改動。（2）Timeofattendance出席時間Beinglate,leavingearlyandstayingtooshortarealldisrespectfulbehaviors.遲到、早退、逗留時間過短，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進餐Whenthehostannouncesthestart

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

yourmouthandnosewithnapkin.主人招呼即可開始進餐。用餐時，身體與餐桌之間保持適當?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，無法忍住，應用餐巾紙遮住口鼻。（5）Drinking飲酒Whenthehostandtheguestproposeatoastandmakeaspeech,youshouldstopeating,talking,listeningandpayingattentiontothehostortheguest.Youshoulddrinkinmoderationandnotforceotherstodrink.在主人和主賓敬酒、致辭時，應暫停進餐，停止交談，注意傾聽，并向主人或主賓行注目禮。自己飲酒要適量，不能勉強他人飲酒。（6）Teaorcoffee喝茶或咖啡Whendrinkingteaorcoffee,youshoulduseyourlefthandtopickupthesaucerorcoffee

plate,anduseyourrighthandtopickupthecup.Donotscoopupteaorcoffeetodrinkwiththeteaspoonorcoffeespoon.喝茶或喝咖啡時，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喝。（7）Talk交談Payattentiontothetalkwithpeopleatthesametable,especiallytheleftandrightneighbors.Youshouldintroduceeachotherandtalkbriefly.注意與同桌的