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本书立足现代商务人员工作实践，围绕现代商务人员学礼、懂礼、用礼、行礼的需要，纵向上从商务礼仪概述、商务人员仪容与仪态礼仪、商务人员服饰礼仪、商务求职礼仪、商务办公礼仪、商务交际礼仪、商务语言礼仪、商务文书礼仪、商务会议礼仪、商务仪式礼仪、商务宴请礼仪、国际商务礼仪等十二个章节，系统地介绍了现代商务礼仪包含的基本内容。横向上遵循应行和应忌两条主线，精心设计了学习目标、任务驱动、知识拓展、课内实训、知识测试、案例分析、例文与技能训练等应用性特色明显的模块，明确商务礼仪的实际应用标准，具有较强的实践性和训练性。本教材适用于应用型本科院校市场营销、国际商务、人力资源管理等各种工商管理类专业教学使用，也适用于在职商务人员自学使用。

第 1 章 商务礼仪概述·························1 
1.1 礼仪基础知识 ··························1 
1.1.1 礼仪的概念····················1 
1.1.2 礼仪的要素····················2 
1.1.3 礼仪的特点····················4 
1.1.4 礼仪的作用····················6 
1.1.5 礼仪的发展····················7 
1.2 商务礼仪基础知识 ·················.10 
1.2.1 商务礼仪的概念···········.10 
1.2.2 商务礼仪的功能···········.10 
1.2.3 商务礼仪的基本原则·····.11 
1.3 商务人员个人礼仪 ·················.13 
1.3.1 商务人员个人礼仪的 
概念··························.13 
1.3.2 商务礼仪修养··············.14 
知识测试与技能训练·····················.15 
第 2 章 商务人员仪容与仪态礼仪·······.17 
2.1 商务人员仪容礼仪 ·················.17 
2.1.1 商务人员仪容礼仪的 
概念··························.17 
2.1.2 商务人员美发礼仪········.18 
2.1.3 商务人员面部礼仪········.19 
2.1.4 商务人员化妆礼仪········.20 
2.1.5 商务人员体貌仪容礼仪··.21 
2.2 商务人员仪态礼仪 ·················.22 
2.2.1 商务人员仪态礼仪的 
概念··························.22 
2.2.2 商务人员坐姿礼仪········.23 
2.2.3 商务人员站姿礼仪········.25 
2.2.4 商务人员行姿礼仪········.27 
2.2.5 商务人员蹲姿礼仪 ·········28 
2.2.6 商务人员手势礼仪 ·········29 
2.2.7 商务人员表情礼仪 ·········32 
知识测试与技能训练 ······················34 
第 3 章 商务人员服饰礼仪 ·················37 
3.1 商务人员服饰礼仪概述·············37 
3.1.1 商务人员服饰礼仪的 
概念 ···························37 
3.1.2 商务人员服饰礼仪的 
原则 ···························38 
3.2 商务人员着装礼仪···················41 
3.2.1 男性商务人员着装 
礼仪 ···························41 
3.2.2 女性商务人员着装 
礼仪 ···························47 
3.3 商务人员配饰礼仪···················50 
3.3.1 商务人员配饰礼仪的 
原则 ···························50 
3.3.2 商务人员常用配饰 
礼仪 ···························51 
知识测试与技能训练 ······················53 
第 4 章 商务求职礼仪 ·······················55 
4.1 书面求职礼仪·························55 
4.1.1 书面求职礼仪概述 ·········55 
4.1.2 求职信礼仪 ··················56 
4.1.3 个人简历礼仪 ···············57 
4.2 非书面求职礼仪······················60 
4.2.1 电话求职礼仪 ···············60 
4.2.2 互联网求职礼仪 ············60 
4.3 面试礼仪·······························61 
4.3.1 面试前礼仪·················.61 
4.3.2 面试中礼仪·················.62 
4.3.3 面试后礼仪·················.64 
知识测试与技能训练·····················.66 
第 5 章 商务办公礼仪······················.67 
5.1 商务办公室礼仪 ····················.67 
5.1.1 商务办公环境礼仪········.68 
5.1.2 商务办公氛围礼仪········.68 
5.2 商务办公人员礼仪 ·················.68 
5.2.1 商务办公人员个人礼仪··.68 
5.2.2 商务办公人员沟通礼仪··.69 
5.3 商务交通礼仪 ·······················.70 
5.3.1 步行礼仪····················.70 
5.3.2 乘车礼仪····················.71 
5.3.3 乘坐飞机礼仪··············.76 
5.4 商务差旅礼仪 ·······················.77 
5.4.1 预订与登记入住礼仪·····.77 
5.4.2 客房住宿与离店礼仪·····.77 
知识测试与技能训练·····················.78 
第 6 章 商务交际礼仪······················.80 
6.1 商务会面礼仪 ·······················.80 
6.1.1 商务介绍礼仪··············.80 
6.1.2 商务见面礼仪··············.87 
6.2 商务拜访礼仪 ·······················.93 
6.2.1 商务拜访的基本要求·····.93 
6.2.2 商务拜访的礼仪禁忌·····.95 
6.3 商务接待礼仪 ·······················.96 
6.3.1 商务接待的原则···········.96 
6.3.2 商务接待的准备···········.96 
6.3.3 常用商务接待礼仪········.97 
6.4 商务馈赠与接受礼品礼仪 ········100 
6.4.1 商务馈赠礼品礼仪········100 
6.4.2 商务接受礼品礼仪········102 
知识测试与技能训练·····················103 
第 7 章 商务语言礼仪······················105 
7.1 商务交谈的要求与技巧 ···········105 
7.1.1 商务交谈的要求···········105 
7.1.2 商务交谈的技巧···········107 
7.2 商务通信礼仪 ·······················112 
7.2.1 电话礼仪····················112 
7.2.2 互联网通信礼仪 ·········.116 
7.3 商务演讲礼仪······················.118 
7.3.1 商务演讲的要求 ·········.118 
7.3.2 常用商务演讲礼仪 ······.121 
知识测试与技能训练 ···················.122 
第 8 章 商务文书礼仪 ····················.124 
8.1 商务信函类文书礼仪·············.124 
8.1.1 信函类文书的分类 ······.124 
8.1.2 信函类文书的结构 ······.125 
8.1.3 一般信函类文书礼仪 ···.125 
8.1.4 专门信函类文书礼仪 ···.128 
8.2 商务帖类文书礼仪················.132 
8.2.1 请柬 ························.132 
8.2.2 聘书 ························.133 
8.3 商务致辞类文书礼仪·············.133 
8.3.1 欢迎词 ·····················.134 
8.3.2 开幕词 ·····················.134 
8.3.3 闭幕词 ·····················.135 
知识测试与技能训练 ···················.136 
第 9 章 商务会议礼仪 ····················.138 
9.1 洽谈会礼仪·························.138 
9.1.1 洽谈会的概念 ············.138 
9.1.2 洽谈会的准备工作 ······.139 
9.1.3 洽谈会的基本程序及 
礼仪要求 ··················.139 
9.1.4 洽谈会语言礼仪 ·········.141 
9.2 新闻发布会礼仪···················.141 
9.2.1 新闻发布会的概念 ······.141 
9.2.2 新闻发布会的准备 
工作 ························.142 
9.2.3 新闻发布会的基本程序及 
礼仪要求 ··················.144 
9.3 赞助会礼仪·························.145 
9.3.1 赞助会的概念 ············.145 
9.3.2 赞助会的准备工作 ······.145 
9.3.3 赞助会的基本程序及 
礼仪要求 ··················.146 
9.4 展览会礼仪·························.147 
9.4.1 展览会的概念 ············.147 
9.4.2 展览会的准备工作 ······.147 
9.4.3 展览会的礼仪要求········149 
9.5 茶话会礼仪 ··························150 
9.5.1 茶话会的概念··············150 
9.5.2 茶话会的准备工作········150 
9.5.3 茶话会的基本程序及 
礼仪要求····················153 
知识测试与技能训练·····················153 
第 10 章 商务仪式礼仪 ····················155 
10.1 签约仪式礼仪······················155 
10.1.1 签约仪式的概念 ········155 
10.1.2 签约仪式的准备工作··156 
10.1.3 签约仪式的基本程序及 
礼仪要求 ·················158 
10.2 开业仪式礼仪······················159 
10.2.1 开业仪式的概念 ········159 
10.2.2 开业仪式的准备 
工作 ·······················159 
10.2.3 开业仪式的基本程序及 
礼仪要求 ·················161 
10.3 剪彩仪式礼仪······················165 
10.3.1 剪彩仪式的概念 ········165 
10.3.2 剪彩仪式的准备 
工作 ·······················165 
10.3.3 剪彩仪式的基本程序及 
礼仪要求 ·················166 
10.4 庆典仪式礼仪······················168 
10.4.1 庆典仪式的概念 ········168 
10.4.2 庆典仪式的准备 
工作 ·······················168 
10.4.3 庆典仪式的基本程序及 
礼仪要求 ·················169 
10.5 交接仪式礼仪······················170 
10.5.1 交接仪式的概念 ········170 
10.5.2 交接仪式的准备 
工作 ·······················170 
10.5.3 交接仪式的基本程序及 
礼仪要求 ·················171 
知识测试与技能训练·····················173 
第 11 章 商务宴请礼仪···················.174 
11.1 商务宴请与赴宴礼仪 ···········.174 
11.1.1 宴请的形式·············.174 
11.1.2 宴请的组织及礼仪 
要求······················.176 
11.1.3 赴宴礼仪················.180 
11.2 中餐宴会礼仪 ····················.183 
11.2.1 中餐宴会桌次与座次 
礼仪······················.183 
11.2.2 中餐宴会餐具使用 
礼仪······················.185 
11.2.3 中餐宴会酒菜礼仪····.187 
11.2.4 中餐宴会茶饮礼仪····.188 
11.3 西餐宴会礼仪 ····················.189 
11.3.1 西餐宴会桌次与座次 
礼仪······················.190 
11.3.2 西餐宴会餐具使用 
礼仪······················.191 
11.3.3 西餐宴会酒菜礼仪····.193 
11.3.4 西餐宴会进餐礼仪····.194 
11.3.5 咖啡饮用礼仪··········.195 
知识测试与技能训练 ···················.196 
第 12 章 国际商务礼仪···················.198 
12.1 国际商务礼仪的概念和原则 ··.198 
12.1.1 国际商务礼仪的 
概念······················.198 
12.1.2 国际商务礼仪的 
原则······················.198 
12.2 部分国家的习俗和礼仪 ········.204 
12.2.1 日本的习俗和礼仪····.204 
12.2.2 韩国的习俗和礼仪····.208 
12.2.3 英国的习俗和礼仪····.210 
12.2.4 德国的习俗和礼仪····.212 
12.2.5 法国的习俗和礼仪····.214 
12.2.6 美国的习俗和礼仪····.216 
知识测试与技能训练 ···················.219 
参考文献·······································.221

前言
习近平总书记在党的二十大报告中指出，教育是国之大计、党之大计。为社会培养兼具专业知识、实践能力与良好素养、德智体美劳全面发展的应用型人才，是应用型本科院校为党育人、为国育才的使命与担当。 
在竞争激烈的就业形势下，社会生产实践对毕业生实践能力与综合素养的要求越来越高，学习并践行与社会需求高度契合的商务礼仪知识，使学生掌握与社会角色、职业形象相适配的礼仪技巧，使他们在仪容仪表、仪态服饰、行为举止、人际交往方面注重礼仪修养，在待人接物方面养成礼仪习惯，在商务活动中做到“通情达理、知礼懂仪、得体大
方、游刃有余”，从而有效提升个人竞争力、获得更多商务机会以促进事业发展。 
本书的特色在于立足现代商务人员实践，围绕现代商务人员学礼、懂礼、用礼、行礼的需要，纵向上从商务人员仪容仪表、仪态服饰等个人礼仪，到商务求职、办公交际、语言文书等人际礼仪，再到商务会议、仪式宴请及国际商务等商务活动礼仪，系统地介绍了现代商务礼仪包含的基本知识、能力与素养。横向上遵循应行和应忌两条主线，使学生明确商务礼仪的实际应用标准，具有较强的实践性与实用性。 
本书注重紧密融入思政元素，精心设计了学习目标、任务驱动、知识拓展、课内实训、知识测试、案例分析、例文与技能训练等应用性特色明显的模块，使整个学习过程形象直观，具有较强的实践性与训练性，既是一本便于教师开展理论教学与实践教学的“教材”，也是一本适合学生及商务人士自学现代商务礼仪知识的“学材”。 
本书由太原学院管理系“商务礼仪”课程建设团队，张卫东教授与武冬莲、原敏二位讲师合作编写完成。在编写过程中，参考引用了大量相关文献资料，我们对这些文献的原创者表示真诚的感谢。由于作者学识、经验的局限，书中难免有疏漏和偏颇之处，真诚希望读者能够提出宝贵意见与建议。

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现代商务礼仪（第3版）