With the development of science and technology, pragmatic strategy is playing a more and more important role in international business negotiation. Start from the definition of the negotiations and pragmatic strategy, this essay then introduce the impacts and applications of pragmatic strategy in business negotiation. Specifically, the paper focuses on the analysis of impact mainly from perspectives like negotiation approach, style, process and distance, etc. Meanwhile, this essay also introduces five kinds of the application of pragmatic strategy in business negotiation. They are flexible pragmatic strategy, pertinent pragmatic strategy, humorous pragmatic strategy, fuzzy pragmatic strategies, and courtesy pragmatic strategies.
Key words: pragmatics; pragmatic strategy; business negotiation; influence
