Abstract:Politeness, which not only manifests our own self-cultivation but also demonstrates respect for others, infiltrates every aspect of people’s lives. Constantly the Chinese and foreign experts and scholars of various fields are committed to explore and analyze the its substance, strategy and impact, and make a stab at the the application of research results to practice, as to make the communication smoothly carry out. Business negotiation is a significant consultation activity in the cooperation, for the two parties of the negotiation exert themselves to win the greatest benefits, which sheds light on that the reasonable application of politeness strategies should be a prerequisite to the suceess of the negotiation, and withal, correct and reasonable use of politeness strategies can facilitate the negotiation, eventually achieving the win-win business cooperation. The purpose of this paper is to apply the theory of politeness strategies to analyze pragmatic characteristics relating to the politeness in the business negotiation, and accentuates the function and ponderance of the politeness and negotiation strategies.

Key words: the application of politeness strategies; consultation activity; business negotiation

摘  要:礼貌，不仅体现自身修养，还体现出对他人的尊重，它渗透在人们生活的各个方面。长久以来，中外各个领域的专家及学者都致力于探索，分析其实质内容、策略及其影响，并力图将研究成果运用于实践当中，从而使沟通与交流能够顺畅进行。商务谈判是贸易合作中的一项重要协商活动，谈判双方都力图在谈判过程中赢得最大利益。礼貌策略的合理应用是赢得商务谈判贸易合作的不可或缺的条件。正确合理地运用礼貌策略，能推动谈判的顺利进行，实现商务谈判的双赢。本文旨在应用礼貌策略理论，分析商务谈判这一特定语境中有关礼貌的语用特征，强调礼貌和谈判策略在商务谈判中的作用及其重要性。

关键词：礼貌策略的应用；贸易合作；商务谈判