Pragmatic Strategies Study In Exhibition Negotiations

With the gradual formation of the global pattern of economic integration and the rapid development of the international trade, exhibition industry becomes a chief symbol of the internationalization level for a country and region, which leads international exhibition negotiation to play a more and more important role. International exhibition negotiation is a very complex and dynamic communication activity, thus the two parties involved in it should adopt negotiation skills and pragmatic strategies flexibly so as to establish business relations, conduct business negotiation and to achieve a mutual beneficial win-win effect. Study on the pragmatic strategy in exhibition negotiation, taking Canton Fair as an example, has very significant theoretical value and enormous economic benefits. The thesis made an objective analysis on the current research status on the basis of pragmatic theories with the research target on Canton Fair exhibition negotiation by comprehensively using the literature method, comparative research method, experience summarization method and case study method. It is argued that the pragmatic researchers from abroad usually pay more attention to the general application of pragmatic principles and strategies and involve little in the specific filed; while the Chinese pragmatic researchers often focus on the application of pragmatic strategy in business negotiation, or exhibition planning and management research, but explain little on how to put it into the exhibition negotiation practice. After analysis and reorganization of both the domestic and abroad previous study on exhibition negotiation and pragmatic strategy, this thesis put forward a brand new researching problem:What kind of pragmatic strategy should the negotiating parties in Canton Fair adopt to achieve win-win effect?The thesis aimed at highlighting the important guidance of pragmatic strategy towards the win-win effect of exhibition negotiation. Combining the functions and background of exhibition negotiation, the thesis summarized the language features of the exhibition negotiation; and chose the common corpus in the Canton Fair exhibition negotiation cases on the foundation of cooperation, politeness and fuzziness theories through analysis of the previous research achievements with the aim at exploring the flexible adoption of politeness, cooperation and fuzziness strategies and contributing to the smooth proceeding of exhibition negotiation.The thesis pointed out the intercommunication, interaction, and complementarity of politeness, cooperation and fuzziness strategies can provide vital pragmatic strategy guidance to the successful implementation of exhibition negotiation, pragmatic strategy assistance to the long-term economic benefits for the negotiating parties, thus can achieve the win-win situation and the goal of negotiation.