【正文】 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。s results are categorized by country, often there is more than one cultural group within that country. In these cases there may be significant deviation from the study39。ois Bourguignon and his “3A principles”. 3 Twelve principles in business circle in China 43. Factors on business etiquette 5 Time 5 Space 6 Value 6 Culture 74. The importance of business etiquette 8 Communion 8 Harmony 9 Education 11 Maintenance 135. Influences 14 Promoting personal qualification 15 Relationship benefit 16 Passing information 18 Longterm cooperation 19 Behavior standardization 206. Conclusion 22References 22Globalization in the business arena has increased the need for businesspeople to be sensitive to the culture and etiquette of other countries. This understanding can help establish and nurture positive longterm business relationships.To succeed in a global economy, executives must be aware of cultural differences, styles, and expressions that are internationally nonoffensive. In order to establish a relationship that will be mutually beneficial, knowledge of international protocol is indispensable in today39。 2) never renew the idea of the other side。 offers to a new one in the fourth paragraph。 when a businessman runs into someone he have not seen in a long time。 accepts responsibility for the mistake in the second paragraph。ois Bourguignon and his “3A principles”.American economist Fran231。 however, the above classifications one is the most widely accepted. American economist Fran231。 therefore, an organization can not exist by itself without municating with other organization or individuals. Moreover, learning international custom is the first for businessmen to use correct business etiquette in business activities.Communication can be further divided into two kinds: formal munication and informal munication. Formal munication refers to such municative activities as a business talk, a speech, a product presentation, a business letter, a memo, and so on. Communication plays an important role in an organization as it has a direct impact both on its internal activities and on its external image to the public or public relations. At the same time, business etiquette is the key in munication (Xu, 2001:11). Communication is characterized by its importance (Xu, 2001:12). Harmony Most panies expect their employees to get along with one another and, more importantly, to get along with their clients and customers. This means that however important job skills are, businessman may not count for much if he does not also be harmony with his workmates. Fortunately, getting along with people usually boils down to everyday courtesy included in business etiquette.As an everyday practice, apology is used to initiate a municative interaction. It needs to be recognized that the key of good apology is to be polite towards others. Look at the following letter:Dear Mr. Kohl,Thank you for your letter dated 15 May referring to the English edition of your pany brochure.You are quite right. The photos on pages 5 and 6 have been transposed. During our long association, this is the first time on error of this kind has occurred.I think you will agree that the transposition of the photos does not seriously affect the validity of the brochure. The relevant text is on the opposite page,If, however, you feel that the error should be corrected, we can run the job again at no cost to you.I offer my sincere apologies for our error and look forward to hearing from you.Yours sincerely,Kevin Lee Apology is a word or a statement saying sorry for something that has been done wrong (Xu, 2004:11). In this letter, Kevin identifies the reference in the first paragraph。 when a client, customary or any visitor from the outside enters office。 offers the apologies in the fifth paragraph. This letter does not try to cover up the mistake but to accept it. It offers apologies and a new print run if the customer wishes. Sentence like “I offer my sincere apologies for our error and look forward to hearing from you” really opens the writer’s heart up to offer apologies, at the same time gives the reader a good impression that the writer is an honest, loyal and faithful person and this would build up a good reputation for the pany. The most important things of business etiquette during establishing relation with others are honesty and respects. Good apolog