【正文】 ation on the ground. When investors saw his action, they decided to cancel this invest without hesitation. One of the investors said: “I can not imagine that a manager can ruin the environment at his will. Then, is there any administration in this pany?” (王飛，2007)From the case, it can be known that in the business intercourse, the using of business etiquette is as the yardstick of a person’s civilization. It not only reflects one’s ability of intercourse and ability of dealing with an emergency, but also reflects one’s grace, insight, moral sentiment, style and features. Therefore, it can e to a conclusion that the applying of business etiquette is reflecting the personal cultivation of a businessman in this sense. Only when businessman has morality, can he be noble. That is to say, according to one’s etiquette, his cultivation, civilization and morality can be seen. From the above discussion, it is known that the applying of business etiquette benefits the promotion of personal quality. Each culture has its own character when it es to social business relations. As a representative of a pany, businessman wants to ensure that he makes the best impression on the potential clients – and that means having at least a basic familiarity with the customs and practices of the region. Therefore, he needs to be in the right direction for creating lasting partnerships with international clients. When businessmen negotiate or deal with difficult situations, they need to promote personal quality. Difficult situations are a true test of negotiation and business etiquette. They also provide one of the best sources of information of what needs to change in order to negotiate more effectively. Business etiquette is the key in the negotiation. When one can choose a proper role to take during a negotiation, one gains the power to select how to behave in the negotiation (Xiao, 2003: 45). Relationship benefitBusiness etiquette is essentially about building relationship with colleagues, clients or customers. They influence one’s success or failure. Etiquette, particularly business etiquette, is simply a means of maximizing businessman business potential by presenting himself favorably (汪洪梅，2007). There is an example of giving gifts during business intercourse. Kevin, a CEO of a retail pany who is an American was doing business negotiation with his Chinese counterpart in China. After two days’ heat discussion, Kevin and his counterpart agreed with each other and the negotiation finally came to the end. Kevin thought everything went well because of his counterpart and he need to buy something as a present to his counterpart. Then, he went to a supermarket for shopping and bought a gift. On the day when they tried to sign contract, Kevin brought the gift and gave it to his counterpart. To his surprise, his counterpart became angry after seeing the present and left hurry without signing the contract. Kevin did not understand why. The reason is that the present which Kevin gave to his counterpart is a green hat. (任如意，2008)In the above case, Kevin’s mistake is that he did not understand what the meaning of a green hat is to a Chinese. A green hat is an insult to a Chinese for it means that his wife is disloyal to him. The case teaches people a lesson that it is necessary for businessmen to learn the custom of a country before he is going to do business. In the example, bad business etiquette led to the break of a negotiation. Therefore, it can be learned that business etiquette is playing a very important role in the relationship of a pany. Luckily, more and more panies begin to realize the importance of it and try to use it now.The building of successful business relationships is a vital part of any international venture, and such relationships rely heavily on an understanding of each partner’s expectations and intentions (張萍, 1994:1). In order to do better jobs in their relationships, many panies have set up a public relations department. Public relations function in two ways: on the one hand, they should try their best to let the public be aware of the existence of the pany. On the other hand, people of public relations department often generate what they have learned from the public to assist the management. Each group is considered one of the organization’s publics。 whenever businessman feel that it will be appropriate, he will develop a sense for it. The counterpart will be happy to get along with him, therefore it benefits business munication. So it can e to a conclusion that business etiquette plays a role of munication. () When businessman makes known his desire to do business, it is good for him to give the other party the impression of efficiency, reliability and attention to details, for the first impression is always the key to success. Remember to use simple language to express the plain idea clearly and properly. When someone is working for a pany, he is the representative to the outside world. For this reason, everybody from a secretary to a CEO should know how to greet visitors and make them feel fortable. Both men and women should stand to greet visitors who e into their office. Doing business with international clients requires more than just financial acumen. A lack of knowledge about a customer’s culture can lead to misunderstanding, frustration and potential embarrassment. Behavior standardization Learning the skills of proper etiquette, manners, and intercultural munication contained in the International Business Etiquette and Manners will give businessman a wealth, which he can immediately get the results during his international business travels and overseas assignments.The worldknown fast food pany McDonalds is a very good example. In 1955, McDonalds opened its first restaurant in America. More than fifty years later, this pany has opened more than thirty thousands restaurants all over the world. Why McDonalds can bee the number one pany in the fast food industry