IntroductionWiththefurtherdevelopmentoftheglobalizationoftheworldeconomy,relationsbetweencountrieshavebecomeincreasinglyclose,andtradehasbecomemorefrequent.Intheprocessofnegotiation,Englishbusinesslettersarenotonlythemostfrequentlyusedcontactmethodforinternationalbusinesscontacts,butalsothebasisforconductingforeigntradeandrelatedbusinessactivities.Counter-offerletter,asanimportantpartwhenthebuyerdoesnotacceptorcannotfullyacceptconditionsinbusinessletters,isalsoofgreatvalue.Itisanegationoftheoffer.Aftermakingcounter-offerletters,theoriginalofferwillloseitsvalidityandtheofferwillnolongerberestrained.Thatistosay,acounter-offerletterisanewoffermadebytheofferortotheoriginaloffer.Iftheotherpartydoesnotagreetothecontentofthecounter-offer,itmaymakeacounter-counter-offerletter.Counter-offercanbemaderepeatedlybetweentwoparties.Usually,itonlystatestheconditionstobechangedoradded,andthereisnoneedtorepeatthetermsofthetransactionagreedbybothparties.Ininternationaltrade,thefinalagreementwillbereachedafteranumberofcounter-offerandcounter-counter-offerletters.Inthelate1960s,GriceputforwardtheCooperativePrinciple.HebelievesthattheCooperativePrincipleobservedbypeopleinconversationincludesfourmaxims,includingthemaximofquantity,themaximofquality,themaximofmannerandthemaximofrelation,whichcanbeextendedtoanumberofmorespecificsub-maxims.PeopleintheconversationusuallyabidebytheCooperativePrinciple.However,peopledonotalwaysabidebytheCooperativePrinciple,sometimestheyviolateitdeliberatelytoachievespecialcommunicativepurposes.TheCooperativePrinciplehasarousedwidespreadconcerninChina.TheintroductionoftheCooperativePrinciplebeganwithHuZhuanglin(1988),whoisgenerallyconsideredasthefirstonewhostartedasystematicexplorationontheCooperativePrinciple.Sincethen,discussionsontheCooperativePrinciplehavesprungupextensively.MostresearchespayattentiontotheapplicationoftheCooperativePrincipleinEnglishbusinessletters,ratherthanfocusingmoreontheusageofabidingandviolatingtheCooperativePrincipleincounter-offerletters.ThispaperdiscussestheapplicationofabidingandviolatingthefourmaximsoftheCooperativePrincipleinEnglishcounter-offerletters.Itaimstohelppeoplecorrectlyunderstandandproperlyusetheprinciplesincounter-offerletters,soastopromotethesmoothdevelopmentofinternationalbusinessactivitiesandachieveawin-winnegotiation.LiteratureReviewInmoderntimes,Englishbusinesslettersaretheeffectiveandconvenientwaytoestablishagoodrelationshipamongthecompaniesandtheyareregardedasaneffectivebridgeandcooperativebondofthecommunicationbetweenbusinessparties.Intheprocessofnegotiationofimportandexportbusiness,Englishcounter-offerlettersplayanimportantrolewhenthebuyerdoesnotacceptorcannotfullyaccepttheconditionsinbusinessletters.Englishbusinesslettersshouldbeuseproperlyandthecounter-offerlettersshouldbewellorganizedandwellwritteninordertoachieveeffectivecommunicationinbusinessnegotiation.ThispartintroducesEnglishbusinesslettersandEnglishcounter-offerletters.2.1EnglishBusinessLettersEnglishBusinesslettersarelettersusedbetweenenterprisesinvariousbusinesssituationsorinthecourseofbusinessexchanges.Themainfunctionistoestablisheconomicandtraderelations,transmitbusinessinformation,contactbusinessmatters,communicateandnegotiateproductionandmarketing,anddealwithspecifictransactionmattersininternationalbusinessactivities(洪,2015).Englishbusinesslettersarefarmoreformalthannormalletters.Theyarethesumofallkindsoflettersusedintheprocessofforeignbusiness.EnglishBusinesslettersarewritteninquitedifferentwaysanddeliveredfromonecompanytoanothertobuildtraderelationship.Themosteffectivebusinesslettershouldbeeasytoreadandunderstand,friendlyandcourteous.Generallyspeaking,theprinciplesofbusinesswritingareasfollows:“appropriatelayout,logicallyconnectedideas,correctgrammar,spellingandpunctuationmarks,suitablestyleandtone,andtactfullyorganizedinformation.”(賀,2007:2).2.2EnglishCounter-OfferLettersCounter-offerisapartialorfullrejectionoftheoriginaloffer.Italsomeansacounterproposalputforwardbythebuyer(李,2006:21).Whenbuyersandsellershaggleovercertaintermsandconditionsofatransaction,lettersstatingthebuyer'srequestsoropinionsarecounter-offerletters.“Ifthebuyerdoesnotagreewithanyorsomeofthetransactiontermsofaquotationorafirmoffer,hesendsacounter-offer.Inthecounter-offer,thebuyermayshowhisdisagreementtocertaintermsandconditionsandstatehisownideainstead.Suchalterations,nomatterhowslighttheymayappeartobe,signifythatbusinesshastobenegotiatedontherenewedbasis.”(賀,2007:43).Inordertopromotetheconclusionofadeal,thecounter-offerlettersshouldgivetheappropriatereasons,choosetheappropriateangleandputforwardappropriateconditions.Theinformationpresentedincounter-offerlettersmustbecorrect,thestructuremustbeunequivocalandthestatementmustbeclear.AccordingtoHeXuejuan(2007),thecounter-offerlettermainlycontainsthefollowinginformation.Thebuyerexpressesthanksfortheotherparty'sofferandhaswillingnesstogivefullconsiderationtotheneedsandwishesatthebeginning,andthenexplainshisopinionsindetailandthereasonswhyhecannotdobusinessaccordingtotheotherparty'swishes.Afterthat,thebuyermakesafullstatementofcounter-offer,includingacceptableterms,prices,etc.Theletterisconcludedbyexpressingthehopethattheothersidecouldconsiderthecounter-offer,urgingtheothersidetoacceptitassoonaspossibleandstressingitsdesiretocontinuenegotiations.“Afterthesellerreceivesthebuyer’scounter-offer,hehasthefullrightofacceptanceorrefusal.Inthelattercase,thesellermaymakeanothercounter-offerofhisown.Thisprocesscangoonformanyaroundtillthebusinessisfinalizedorcalledoff.”(賀,2007:43).Tomakeaconcessionatthepriceistomakeacounter-counter-offeronthepriceofferedbythebuyer.Insuchacounter-offer,attentionshouldbepaidtothereasonablenessoftheoriginaloffer,highlightingthemotivationandwillingnesstogivingconcession,suchastheoriginalquotationwasinlinewiththemarketpriceorfurtherdevelopmentofbusinesswitheachother,etc.AnOverviewofGrice’sCooperativePrincipleCooperativePrinciplewassubmittedbythefamousAmericanPhilosopheroflanguageH.P.GriceinaspeechatHarvardUniversityin1967.Gricedidn’tbelievethatpeople’sconversationconsistedofastringofincoherentanduncoordinatedwords.Instead,hebelievedthatpeoplewillmoreorlessmakeefforttocooperatewhentheytalk.Becausetheparticipantsinaconversationhaveacommongoaltosomeextend,oradirectionofconversationthatisacceptabletoeachother,bothsidesseemtofollowaprincipleintentionallyorunintentionallyinordertoeffectivelyandcompletelycopewiththetasksintheprocessofcommunication.Grice(1975)explainedthattheCooperativePrincipleas“Makepeople’sconversationalcontributionsuchasisrequired,atthestageatwhichitoccurs,bytheacceptedpurposeordirectionofthetalkexchangeinwhichyouareengaged.”(Grice,1975:44-45).HemademanyresearchesandfoundthattheCooperativePrincipleplayedaveryimportantroleinhuman'scommunication.InhisarticleLogicandConversation,Grice(1975)proposedthattheCooperativePrincipleobservedbypeopleinconversationincludedfourmaxims,themaximofquantity,themaximofquality,themaximofmannerandthemaximofrelation,whichcanbeextendedtoanumberofmorespecificsub-maxims.3.1MaximofQuantity“a.Makeyourcontributionasinformativeasisrequired(forthecurrentpurposesoftheexchange);b.Donotmakeyourcontributionmoreinformativethanisrequired.”(胡,2011:177).Businessactivitiespaymoreattentiontotheworkingefficiencyandpracticalresults,sobusinesslettersaregenerallystraightforwardinexpressingthesubjectanddonotwastetimegoingaroundincircles(Yule,2000).Forexample:(1)Weshallbepleasedtosupplyyouwith50boxesofcannedasparagusatthelowpriceofHK$500perbox.Thisofferisclearaboutthetermsoftransactionandexpressestheintentiondirectly,suchasthequantityandprice,andthere

is

neither

too

much

information

norunnecessary

information.Theuseofthetermssuchas“principle”and“maxim”doesnotmeanthattheCPanditsmaximsshouldbefollowedbyeverybodyallthetime.Peopledoviolatethemsometimes.Forexample:(2)A:Excuseme,couldyoutellmeexactlyhowtoanswerthequestion,please?B:Yes/No.(范,2012:9).Intheconversationabove,thelistenerdoesnotgivethespeakerenoughinformation.Thespeakerwantstoknowexactlythedetailedanswertothequestion,notjust“yes”or“no”.Thelistenerviolatesthefirstmaximofquantity.(3)A:WhereisJane?B:She’sgonetothecanteen.Shesaidsowhensheleft.Inasense,thefirstpartoftheanswerisenoughforA’squestion.Butbyaddingthesecondpart,thespeakermayimplicatethatsheisnotsurewhetherJanehasreallygonetothecanteen.Thelistenerviolatesthesecondmaximofquantity.3.2MaximofQuality“Trytomakeyourcontributiononethatistrue.a.Donotsaywhatyoubelievetobefalse;b.Donotsaythatforwhichyoulackadequateevidence.”(胡,2011:177).Forexample:(1)A:John,doyouknowwheretheCityHospitalis?B:Itisattheendofthestreet.Intheconversationabove,themaximofqualityisobserved.Johnknowswherethehospitalisandtellsthelistenerwhathebelievestobetrue.(2)A:BarcelonaisinSpain,isn'tit?B:AndRomeisinRomania,Isuppose.Inthisconversation,thesecondmaximofqualityisviolated.Theanswerthatthespeakerprovidesissomekindofhypothesisandlacksadequateevidence.3.3MaximofRelation“Berelevant.”(胡,2011:177).Themaximofrelationistoshowthattheanswerandthequestionorthesentencesinthecontextarerelatedwitheachother.(1)A:Howdoyouthinkthewallshouldbepainted?B:Befullypainted,please.Inthisconversation,thelistenerprovidestherelatedinformationtothespeaker.Thelistenerdoesnotsay"Idonotthinkitisagoodidea."or"Youdidagoodjob."Thesetwoanswersarenotrelevanttothespeaker'squestion.However,thefollowingmaybeseenasacaseinwhichtheanswerprovidedbythespeakerisbeingdeliberatelyirrelevant.(2)A:Oh,Ihavenotseenyouforsolongtime,haveyoufinishedyoumanufacturing-qualityreport?B:Ann,youknow,wehavethreeholidaysthisweek,Friday,SaturdayandSunday.(范,2012:10).Theanswerisirrelevanttothequestionraisedbythespeaker.Thespeakerasksthelistenerifheorshehasfinishedthemanufacturing-qualityreportornot,butthelistenerdoesnotsayanythingrelatedtothequestion.Onthefaceofit,thelisten'sanswerhasnothingtodowiththequestion,butdeeplyindicatesthatheorshehasn’tfinishedthereport.3.4MaximofManner“Beperspicuousa.Avoidobscurityofexpression;b.Avoidambiguity;c.Bebrief(avoidprolixity);d.Beorderly.”(胡,2011:177-178).Themaximofmannerisrelatedtothepropermethodsthatshouldbeusedindailyconversations.Forexample:(1)A:Dearprofessor,andthenwhatshouldIdowiththispaper?B:Donotbenervous,Iwillshowyouthepicturesandthesteps,accordingtotheinformationIgiveyouandthendoit.Ifyouhaveanyproblemsyoucanaskmedirectly.AndIamwillingtohelpyou,sir.(范,2010:11).Inthisconversation,themaximofmannerisobserved.Theprofessorprovidesthestudentwithasolutiontohispaperclearlyandcoherently,andbothsidesofconversationavoidambiguity.Thiskindofconversationisgoodforthemtoestablishcooperativeinterpersonalrelationshipwitheachotherinthelongrun.(2)Asixyearsoldboywashavinglunchwithhisparentsandcousins.Heaskedinalowvoice,“Mom,couldIhavesomeB-I-S-C-U-I-T-S?”O(jiān)bviously,thelittleboycanpronounceandspellthiswordinnormalcases,butheviolatesthemaximofmannerinthiscase.Perhapsheisworriedthathismotherrefusestherequest,orheisworriedthatallthepeoplepresentwould“rob”himofthedeliciouscookies.ApplicationofCooperativePrincipleinEnglishCounter-OfferLettersTheapplicationoftheCooperativePrinciplehasbeenstudiedinvariousfields.It’sbelievedthattheCPisgenerallyfollowedbycommunicatorsinconversation.However,noonewillstrictlyabidebytheabovemaximsasstrictlyastheyabidebylawsortrafficrules.ThefactsshowthatpeopleoftenviolatethemaximsoftheCPdeliberatelyforspecialreasons.ThispartistostudytheapplicationofabidingandviolatingCPanditsmaximsinEnglishcounter-offerletters.4.1ApplicationofAbidingtheCooperativePrincipleinEnglishCounter-OfferLettersCase1OfferandCounter-OfferlettersPartyADearSirs,Replyingtoyourenquiryof30thMayforafurthersupplyofourshoesofABCBrand,wearepleasedtoquoteasfollows,subjecttoourfinalconfirmation:QuantityBrandPrice100pairsABCBrandNo.5US$30apairThispriceincludepackingandareonFOBShanghaiourwarehousebasis.Weshallbegladtolearnthatyouaccepttheabovepriceandwelookforwardtoyourorders.Yourssincerely,PartyBDearSirs,ThankyouforyourofferofJune1for100pairsofABCBrandNo.5atUS$30apairFOBShanghai.Whileappreciatingyourkindoffer,wehavetosaythatUS$30apairseemstobetoohigh.Shoesofasimilarqualitytoyoursarebeingretailedatdepartmentstoreshereatmuchlowerprice.Wewonderifyouwouldkindlyconsiderreducingthepriceto$20apair.Ifyoucouldcomedowntothispricelevel,wemightbeabletoorder300dozen.Yourconsiderationofthismatterandimmediatereplywouldbeappreciated.Yourfaithfully,(王,2009:12)4.1.1ApplicationofAbidingtheMaximofQuantityTheabovetwolettersareofferandcounter-offers.LetterAprovidesenoughinformation,includingquantity,brand,priceandtermsofpacking.PartyBtriestocooperatewithpartyAintheaboveaspects.PartyBdisagreeswiththequoteprovidedbyA,sotheypointoutthat“Shoesofasimilarqualitytoyoursarebeingretailedatdepartmentstoreshereatmuchlowerprice”.Inaddition,partyBcomesupwithapriceandpromisesthattheywillexpendordersandestablishwidercooperationwithAifAacceptsthisprice.Fromtheaboveanalysis,partyAandBarediscussingthesameissuesandneithersidedigressesfromthetopic,sothiscounter-offerletterabidesbythemaximofquantity.4.1.2ApplicationofAbidingtheMaximofQualityIntheletterofpartyA,theygivespecificinformationabouttheproducttheywanted:QuantityBrandPrice100pairsABCBrandNo.5US$30apairFalseinformationcancausealotoftrouble.IfpartyAprovidenothing,partyBwillnothavefurthercounter-offer.PartyBdisagreeswiththepriceofferedbypartyA,sotheystatetheirprice.“Wewonderifyouwouldkindlyconsiderreducingthepriceto$20apair.Ifyoucouldcomedowntothispricelevel,wemightbeabletoorder300dozen”.Therefore,partyBdoesnotsayanythinglackingsufficientevidenceandthiscounter-offerletterabidesbythemaximofquality.4.1.3ApplicationofAbidingtheMaximofRelationThepurposeofcounter-offerlettersistomodify,restrictoraddnewconditionstothetermsoftheofferthatthebuyerdoesnotagreeordoesnotfullyagreewith.Peopleareconfinedtoacircleofcommunicationwhentheycommunicatewithothersbyletters,whichisthecontext.Inadefinitecontext,wecanonlydiscusstherelevantissues(Leech,1983).Therefore,reachinganagreementonpricehasbecomethecommongoalofbothsides.Intheabovetwoletters,bothsidesareconfinedtoacircleaboutthepriceoftheproduct.PartyAgivesanoffertoBandpartyBprovidesacounter-offerlettertoA.PartyBinformstheotherpartythattheofferishigherthanthatoflocalretailerfirstly,thentheyproposetheirpriceandpromisetoexpandcooperationwithpartyAifpartyAacceptsthepriceproposed.4.1.4ApplicationofAbidingtheMaximofMannerTheterm"manner"heremeansthatthewritershouldavoidambiguousmeaningincounter-offerletters.Thewordsandsentencesintheabovetwolettersaresimpleanddonotcontainanycomplexsentences.Inaddition,thestructureofthisletterisalsoorganized.Inthiscounter-offerletter,itadoptstheformofchartwhendescribingthespecificinformationoftheproducttotheotherparty,asshowninletterA,sothattheinformationcanbeexpressedmoreclearly,andtheotherpartycangetalltheinformationtheyneedassoonaspossible.Ingeneral,thiscounter-offerletterisclearlyexpressedandwellorganized.Peoplecaneasilyobtaintherequiredinformationandunderstandthebuyer’sintentions.4.2ApplicationofViolatingtheCooperativePrincipleinEnglishCounter-OfferLettersThefirstthreeofthefourmaximsarerelatedtothecontentofcommunication,andthelastoneisrelatedtohowtocommunicate.Byfollowingthesemaxims,bothpartiescanachievethecommunicativeeffectinthemostdirectwayandinthemostappropriatelanguage.However,peopledonotalwayscooperateandsometimesdeliberatelyviolatethemaximstoachievespecialcommunicativepurposes.Case2Weappreciatetheexceptionalqualityofyourproductandthewayinwhichyouhavehandledourenquiry.WewouldliketotakethisopportunitytoconcludesometransactionswithyoubutIamafraidthepriceyouquotedisnotcompetitiveenough.Wewouldthereforesuggestthatyoumakesomeallowance,say10%onyouquotedpricessoastoenableustointroduceyourproductstoourcustomers.Case3Background:Undercurrentmarketconditions,thepriceofferedbythesellerisalreadythemostreasonable.However,thebuyermakesthefollowingcounter-offerletterinordertostriveforthelowestprice.Weregrettosaythatyourpriceistoohigh...Suchbeingthecase,wehavetoaskyoutoconsidermakingareductioninyourprice,say8%.Otherwise,wehavenootherchoicebuttosourceelsewhere.Case4Weverymuchregretwecannotacceptyouroffer.Ourcompanyisthelargestmanufacturerintheregion,withthelargestmarketanthebestservice,andourpriceisreasonablecomparedwiththatintheinternationalmarket.4.2.1ApplicationofViolatingtheMaximofQuantityGenerally,counter-offerlettersshouldconveyallnecessaryinformationtothereader,andthelackofinformationoftenresultsinsubsequentinquiryorfailureofthecounter-offer.However,counter-offerlettersaretypicalcompetitiveletters,whichareimpoliteinnatureandthewriterwillviolatethemaximofquantitydeliberatelybyprovidinginsufficientinformationtomakethelisteneractaccordingtothespeaker’sintention(秦,2001).Itspurposeistolettheothersidereducetheprice.InCase2,theletterintentionallyviolatesthemaximofquantity.Itonlymentionsthatthepriceoftheotherpartyisnotcompetitive,butdoesnotprovidethegeneralmarketsituationandthesourceofinformationtotheseller.Hereisanotherexample:Iheardthatthisproductofthesamequalitycanbesoldatalowerpriceinsomeplacesinthemarket.Iamnotquiteabletoaccepttheprice.Inthiscase,theinformationaboutthepriceandthemarketsituationisincompleteandunclear,whichwillleadtothecross-examinationoftheotherparty.Theotherpartymayask“Wheredoyouknowaboutthisinformationandwhatisthepricelevelinotherplaces?Iwonderwhatlevelofpriceyouarewillingtooffer.”Theaimofthisletteristoattracttheattentionoftheotherpartyandmakesomeconcessionsontheprice.4.2.2ApplicationofViolatingtheMaximofQualityThemaximofqualityshouldbetakenasthecentertoestablishacooperativerelationshipbecausetheauthenticityoftheletteristhebasisofcooperationbetweenthetwosides.InCase3,theletterprovidesfalseinformationbecausethebackgroundexplainsthatthepriceprovidedbythesellerisinlinewiththecurrentmarketsituation.Inaddition,thisletterprovidesinformationthatlacksevidence,becausehepointsoutthatthepriceistoohighwithoutanyevidence,andoffersdiscountsgroundlessly.Itviolatesthemaximofqualitybutshowsthatthewriterpursuesthemaximizationofinterests.4.2.3ApplicationofViolatingtheMaximofRelationThemaximofrelationrequiresthatthecontentoflettersisrelatedtotheforeigntradetransaction.However,inCase4,thecounter-offerlettertalksabouttheadvantagesoftheircompany,whichisobviouslyirrelevant.Butthewritertellstheotherpartythroughthisthattheircompanyhasgoodresourcesandwidermarketandhopesthattheotherpartywouldreconsiderandreducetheoriginaloffer.Internationalbusinessactivitiesarefulloffierceconfrontationandsharpcontradictions.Businessparticipantsoftenencountersomeunsatisfactoryproblems.Atthistime,peopleshouldadoptthemethodofviolatingthemaximofrelation,createspaceforthefurtherbusinesstransaction,andrelyontheflexibleuseofbusinessEnglishtoeffectivelymaintaintheirowninterestininternationalbusiness.Thecounter-offerletterasatypeofletterwhichstatesthebuyer’sdisagreementtotheoriginaloffermadebytheseller.Therefore,itstatesthereasonwhythereisdisagreementandthedesiredtermsoftransactionproposedbythebuyer.Becauseofthis,it’srequiredtobebrieforderlyandunambiguous.Underthiscondition,examplesofviolationofthemaximofmannerisrare.5.ConclusionBusinessEnglishisthelanguageusedforinternationalbusinesscommunication.Intheprocessofnegotiationofimportandexportbusiness,Englishcounter-offerlettersplayanimportantrolewhenthebuyerdoesnotacceptorcannotfullyacceptconditionsinbusinessletters.Duetothecommunicationenvironment,objectsandotherfactors,thespeakersometimesabidesbytheCooperationPrinciple,andsometimesviolatestheprincipledeliberately.AbidanceandviolationoftheCooperationPrinciplearenotabsolute.Thatistosay,peopleshouldmasteramoderatestandardintheprocessofcommunication,andblindlyabidebytheruleswillhavetheoppositeeffects.However,peopledonotalwayscooperateandsometimesdeliberatelyviolatetheCooperativePrincipletoachievespecialcommunicativepurpose.Therefore,th