【文章內(nèi)容簡介】 eting interests exactly create the fundamental tension. The Principles of Business Negotiation Cohen Herbert introduces a theme, which is followed throughout the principles of Business negotiation. Successful negotiation does not mean winning by defeating theother party, but winning by getting what both parties want. Business has long been the main maxim of negotiation. Its principles can be classified as follows,Cooperation In Business negotiation, both parties are working together towards mon or convergent goals. They first must agree on the overall goal that they jointly share。 simultaneously they establish longterm relationship as business partner. The goal of business strategies is to produce a stable relationship favorable to us with the consent of our petitor. By definition。 such restraint by a petitor is cooperation. Such cooperation from a petitor must seem to be profitable to him.Competition Competition is a part of life, weled by.,some, regretted by othersbut nonetheless, present. Nowhere is this more unavoidable than in negotiation. Somebargaining, when two parties have differently and mutually exclusive objectives, such as haggling over the pri ce of something, is obvious petitive. Even in cooperative bargaining, when the parties are working toward joint or congruent goals, there may still be substantial conflict about how much each will attribute or how much each will benefit. Hence, conflict, while varying in intensity, is inherent in any negotiation situation and needs to be recognized and handled.Synergy Synergy means looking at what appears to be opposite or paradoxical in leans of its monalties rather than its differences. It is looking for meaningful relationships between what are often thought of as dichotomous elements of a situation. It is an attempt to break out of either or mentality to look for bridging abstractions, to look for wholes rather than parts. The concept of synergy means looking at outes in a nonzerosum way. Work groups can obtain synergistic results when the process of working heightens sharing and functional petition.Mutual benefit In business negotiation, every side wants to get more profits. For alongterm mercial relationship, winning of only once negotiation cannot determine to gain profit forever. The aim of negotiation should be achieved by signing agreement. Even if one side has to do much sacrifice, the whole condition should get to harvest on every side. They gain more or less profit with some extent satisfaction.In brief, business negotiation parties are both cooperative and petitive. Each party endeavors to gain the most shares of benefits in it. Naturally, tension occurs. If the parties somehow municate more fully, negotiating problems would be more easilyresolved, for munication can reduce the possibility of misunderstanding and improve the relationship in the long run. Appropriate language can create a friendly and favorably harmonious negotiating climate, which is of great significance to the success of business negotiation. In the following part, business negotiation language is touched upon in order to necessitate the use of politeness language. The Language in the Context of Business NegotiationContext generally means the circumstances in which speech munication occurs. Itmay involve speech surroundings, participants, and all the other factors, which somehow govern human speech. As a rule, we often misunderstand the relationship between the context and human speech. It is better to say that human speech should rather adapt itself to the context than be restrained by the context. This adaptability is in the main shown in two respects. Negatively, there occur some misunderstandings from the inappropriate use of human speech, which is not suitable for the situation. Positively, a speaker actuates all the potentialities of language to be adapted to the context, while taking advantage of all theconditions provided by the context.In the context of business negotiation, an experienced negotiator gives full play to thefunctions of language, which serve his goal much better. As is above shown, munication is at the heart of the negotiating process. The better you39。re able to municate your point of view, the better your chances of walking away with what you39。re after. The way you present the things you want to say can make all the differences. This necessitates the skillful use of context, which activates the municative role of language.According to the specific context, we try to make the language work in order to obtainthe anticipatory effects, choosing the most suitable linguistic form. Moreover, we caneliminate ambiguity in the context, when preciseness is needed。 likewise, we can alsoarouse some uncertainty as is needed. What39。s more important, we can increase the plasticity and possibility of language, with the help of context as a foil, such as the illocutionary of the language and the psychic workings revealed by the language. These aspects will be dwelled upon in the fourth part. Of course, we can not catalogue all the uses of language in the context. The point is that we let language work as effectively as possible, taking all the advantages of context.Considering that, negotiators should take the contextual factors into consideration. Inthe course of negotiation, negotiators try their best to persuade the other reasonably and energetically, for every little omission may relate to the loss of millions, even billions of benefits. The point of their verbal fighting usually is the key of negotiation. Apart from firming up the negotiating principle, negotiators have to pay attention to the appropriateness of their language, their tones of voice, their behavior etc. Since they endeavor to get the most of benefits from the negotiation, negotiators inevitably run into conflict. Under this circumstance, negotiators have to be tactful and flexible. For example: