【5A版】国际商务谈判课件.ppt

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引子1(introductionone)谈判在日常生活中随处可见，事实上人们每天都在进行着谈判。Negotiationstakeplaceinourroutinelifeandoccureverywhere例1：上街买菜、到个体商店买衣服等例2：在家里为做家务事与父母兄弟协商例3：同学在宿舍里出现矛盾而进行协商。例4：房屋拆迁与拆迁公司就补偿进行谈判例5：工商企业从国内外采购原辅材料例6：中国加入WTO的谈判；例7：中国商务部就中欧纺织品的反倾销谈判例8：朝核六方谈判与伊朗核危机谈判等Example9:CopenhagenclimatetalkspertaintotheglobalclimatewarmtendencyORtrends 引子2(introductiontwo)我们来做一个实际案例演练(practiceforbargaining)：请两位同学上台，一方是卖衣服的个体老板，另一方同学要去买一件时装。假设衣服的进货价100元；而老板开价400元；买衣服同学心理成交价位在150元。试演练价格谈判的过程。Plsperformthewholeprocedureforclothsbargaining.Talkingaboutthedifferencebetween”bargaining”and“negotiation“----page4 案例演练总结(summary)1、总是让对方先自己降低价格。Alwayspricereductionbyhisopponent2、讨价过程中“事不过三”原则。Neverexceedthreeduringbargaining3、讨价过程中不断找出不同理由。Findingoutthedifferentreasonsduringbargaining4、还价要低，出价要高。Counterofferwithlowerlimitation,asofferwithhigherlimitation 案例演练总结(summary)5、要善于在谈判中说服对方。Tobegoodatpersuadingopponentduringthenegotiation6、有时要欲擒故纵playinghardisnecessarysometimes7、抬价压价策略的运用Applyingthestrategyofhighballandlowball8、要善于对标的挑缺点。Criticalattitudetowardstheobjects 1.ConceptofNegotiationRelevantreadingmaterial1IntroductiontoNegotiationThentellus“Whatisnegotiation?”inyouropinion?Nextplsreadsomelisteddefinition(定义)of“negotiation”byauthorized(权威)scholarsComparethedifferencebetweenyourdefinitionsandscholars’ What’saboutnegotiationNierenberstate:Wheneverpeopleexchangeideaswiththeintentionofchangingrelationships,whenevertheyconferforagreement,thentheyarenegotiating.negotiationtakesplacebetweenhumanbeings.Itisthemostcommonformofsocialinteraction.“theabilitytodealwithbusinessaffairs;toarrangebydiscussionthesettlementofterm;toreachagreementsthroughtreatiesandcomprise,andtotravelthroughchallengingterritory.Allofthesesuggestapurposefulefforttoresolveproblemsthroughtalkingandintellectualmaneuvering.”Generallyspeaking:Negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatweneed 1.ConceptofNegotiationTosumup,allthedefinitionsincludethefollowing3pointsPurposeInteractiveConferment(exchangeviews)商谈Sowedefies“negotiation”as“anactivitybetweentwoormorepartieswhoconfertogetherinordertoreachasatisfyingpurpose” 2.MotivesofNegotiationPursueinterest-----purposeTheMaslow’sneedtheory/intermsoftime/intermsofmainbodySeekcorporation------interactionDivisionofsocialwork,developmentlevel,resourcescarcity,geographicalrestraints,peoplealwaysdevelopvariousrelianceStriveforconsensus(commonunderstanding)-----conferment 3.FundamentalElementsofNegotiationNegotiatorThosewhoareengagedinnegotiation.On-table/off-tablenegotiatorNegotiatingtopicSpecificproblemsthatshouldbediscussedTopicshouldbecommoninterestNegotiatingbackgroundObjectiveconditionofnegotiationEnvironment/organization/staffbackground 案例讨论(casediscussion)例：由于国内对石油化工产品需求日益增加，其中甲苯产品广泛运用于建筑、涂料、轻工、化纤等行业；而国内的现有产能远不能满足市场的需求。中化国际公司是中国世界５００强中化集团的子公司，长期从事化工产品的进出口业务，该公司抓住这一市场机会，在国际市场询价采购，并最终与美孚－爱克森石油公司达成合作意向；并准备进行谈判，拟从这家跨国石油公司进口一万吨甲苯。Students:Plsdiscussthesubjectofnegotiation egotiatorsbackdrop. INTRODUCTIONTONEGOTIATION2.按谈判的态度与方法分(accordingtoattitudesandmethods)：classificationA软式谈判(soft/easynegotiation---compromisingstyle)：关系型/合作型谈判(collaborativenegotiation)，feature1:将对方当朋友，强调建立良好的关系，互谅互让，友好协商。toconsideropponentasfriend,emphasistobuildmutualgoodrelations,strengthenmutualunderstandingandFriendlyconsultations INTRODUCTIONTONEGOTIATIONFeature2:一方实力较弱或双方已是多年合作伙伴的基础；为了实现长期利益；thepowerofonepartyisinferiortoanother’s;orbothpartieshadbeenmakingfriendsformanyyears;totakeefforttopursuethelong-termofinterestsoperatingprocedure：信任对方—提出建议—作出让步—达成协议—维系关系。trust—proposal—concession—agreement—maintainrelationsAdvantage:easytoapproachagreement,highefficiency,maintainandstrengthenthebilateralrelationdisadvantage：一味妥协、退让给对方可乘之机。Blindlycompromiseandconcessionstogivetheopponentopportunity INTRODUCTIONTONEGOTIATIONB硬式谈判(hardbargaining)（立场型谈判）(positionstyleorcompetitivestyle)：视对方为敌人，重立场而非利益(focusonpositions,notinterests)，认为谈判是意志力的较量(willpowercontest)、将自己的立场强加给别人。Toconsidertheopponentasenemy,paymoreattentiontothestandpositionratherthaninterestsgain,focustowillpowertestsoastoimposeselfpositionontheother. INTRODUCTIONTONEGOTIATIONAdvantage:给对方以压力,促进协议达成muchmorepressureimposedontheopponent,topromotetheagreementdisadvantage：容易导致僵局(deadlock)，影响长期关系，影响协议的履行(perform)。Easytocausedeadlockandleadtofailureofperformingagreementandmaintainingthelong-termcooperation.适用：己方实力超强，一次性合作、在无可退让的情形下、在对方玩弄阴谋时。Suitableforsuperpowerbyself;onetimecooperation,thesituationofnoconcessionandtheopponentplayingtheplotduringnegotiation IntroductiontonegotiationC、原则式谈判(principlednegotiation)（价值型谈判）(valuenegotiation)：强调公平价值(fairvalue)与公正原则(fairprinciple)，哈佛谈判术。tostrengthenfairvalueandfairprinciplederivedfromHarvardnegotiationtechniquefeature：在平等基础上(thebasisofequality)进行谈判。tonegotiatebasedonequality对事强硬、对人温和，将人与事分开。toseparatethepeoplefromtheproblem按客观标准来达成协议。Toinsistonusingobjectivecriteria INTRODUCTIONTONEGOTIATION谈判开诚布公，不搞阴谋诡计。TotalkFranklyandopenlyinsteadofbeingengagedinintrigue寻求共同点，消除分歧，争取双赢(seekcommonalities,takeasmuchmoreeffortaspossibletoeliminatedifferenceandstriveforwin-win求同存异、互谅互让。(inventoptionsformutualgains;mutualunderstanding)例：周恩来总理参加1955年的不结盟会议。运用原则式谈判获得国际上的尊重。该方法受到国际谈判界的推崇。Themethodofvaluenegotiationwashighlypraisedbytheinternationalnegotiationsexperts caseintroduction中国加入WTO就农产品谈判中,龙永图先生与美国商务助理的谈判方式.中美就猪肉检疫问题进行协商,美方代表说:我来谈判前,到贵国的菜场去看了一下,你们猪肉的质量还比不上我们美国的狗食,所以我国出口到中国的猪肉,应该免检。龙永图先生拍着桌子大怒：GETOUTOFMYOFFICE。并取消了下一轮会谈；在这种压力下，美方不得不向龙先生表示抱歉，重新回到原则性谈判的轨道上来。案例启示：立场型原则性谈判软式谈判 InternationalBusinessNegotiation国际商务谈判 Chapter1FundamentalsofInternationalBusinessNegotiating第一章国际商务谈判概述1．1Conceptsandprinciplesofnegotiation基本概念与谈判原则1．2Correctunderstandingofnegotiation对谈判的正确理解1．3Stagesofnegotiation谈判的几个阶段1．4Psychologyinnegotiating谈判的心理 IntroductionEverybodynegotiatesallthetime,atwork,athome,andasaconsumer.Wecansaythatsincethebeginningoftime,orsincethedevelopmentofhumanlanguage,therehasbeennegotiationsmadeamongsthumans.Negotiatingasasignificantsocialactivityisameansofdealingwithhumanrelationshipsandresolvingconflictsandhasneverbeennonexist.Ontheotherhand,negotiationasaproductofsocialcompetitionhasgotitsdifferentmeaningandcontentwiththedevelopmentofthetimes. KeyconceptofnegotiationFourconceptsareimportantforestablishingfundamentalframework:(1)bestalternativetoanegotiatedagreement(BATNA)达成协议的最佳选择(2)reservationprice底线价格(3)zoneofpossibleagreement(ZOPA)潜在协议区域(4)Valuecreationthroughtrades通过交换创造价值 1.1ConceptsandprinciplesofbusinessnegotiationWhatisbusinessnegotiation?“Recentlytwoofmysonsweresquabblingoversomeapplepie,eachinsistingthatheshouldhavethelargerslice.Neitherwouldagreetoanevensplit.SoIsuggestedthatoneboycutthepieanywayheliked,andtheotherboycouldchoosethepiecehewanted.Thissoundedfairtobothofthem,andtheyaccepted.Eachfeltthathehadgottenthesquaredeal.” “fundamentalprinciples”ofnegotiation:First,“negotiation”isanelementofhumanbehavior.Secondly,“Negotiation”takesplaceonlyoverissuesthatare“negotiable”.Thirdly,“Negotiation”takesplaceonlybetweenpeoplewhohavethesameinterest.Fourthly,“Negotiation”takesplaceonlywhennegotiatorsareinterestednotonlyintakingbutalsoingiving.Finally,“Negotiation”takesplaceonlywhennegotiatingpartiestrusteachothertosomeextent. Asthestakesinsomeofthesenegotiationsarenotsohigh,peopleneednothavetogetpreplansfortheprocessandtheoutcome.Thereareothercaseslikeinternationalbusinessnegotiationsinwhichthestakesaretoohightobeignored,peoplehavetobemorecautious. Innegotiations,bothpartiesshouldknow:a.whytheynegotiateb.whotheynegotiatewithc.whattheynegotiateaboutd.wheretheynegotiatee.whentheynegotiatef.howtheynegotiate CharacteristicsofbusinessnegotiationSomeofthecharacteristicsofbusinessnegotiationinclude:①Negotiationisattheheartofeverytransactionand,forthemostpart,itcomesdowntotheinteractionbetweentwosideswithacommongoal(profits)butdivergentmethods.②Thesemethods(thedetailsofthecontract)mustbenegotiatedtothesatisfactionofbothparties.Itcanbeaverytryingprocesswithconfrontationandconcession. ③Bothpartiesshareopeninformation.Inthiscase,bothsidessincerelydisclosethemandlistentotheother’sobjectivesinordertofindsomethingincommon.④Bothsidestrytounderstandeachother’spointofview.⑤Bothpartiesknowthattheyhavecommonandconflictingobjectives,sotheytrytofindawaytoachievecommonandcomplementaryobjectivesacceptabletothemboth. ⑥Whetherit’stradeorinvestment,onesidewillalwaysarriveatthenegotiationtableinapositionofgreaterpower.Thatpower(e.g.,thepotentialforprofit)mayderivefromtheextentofthe"demand"orfromtheabilityto“supply.”Thepurposeofnegotiationistoredistributethatpotential.⑦There'snosuchthingas"takeitorleaveit”ininternationalbusiness.Everythingisnegotiable.Italldependsontheexpertiseofthenegotiators.⑧Internationalbusinessnegotiationisknownasthezero-sumgame.Oneside’sgainsaredirectlytheotherside’slosses. Tosummarize:nomatterwhatkindofnegotiationitis,wecansaythatnegotiationisacooperativeenterprise;commoninterestsmustbesought.Negotiationisabehavioralprocess,notagame;inagoodnegotiation,everybodywinssomething.It’simportanttorealizethatwhilethesizeoftheplayingfieldmayvaryfromventuretoventure,theoverridingconceptremainsthesame:Successisn’twinningeverything,it’swinningenough. Thebasicprinciplesofnegotiation(1)Equalityprinciple(2)Sincerecooperation(3)Keepitflexibleandfluid 1.2Correctunderstandingofnegotiation1.2.1Conflict1.2.2Keyaspectsofnegotiation1.2.3Tipsforasuccessfulinternationalbusinessnegotiationmission1.2.4Abouttranslatorsininternationalbusinessnegotiation conflicts1Partiesinconflictsareinterdependent,whichmeansthereremainsakindofrelationshipdevelopedbyinterrelatedinterestsandconcerns.Therewouldbenoconflictiftwopartieswerenotinterrelatedandhadnothingtodowitheachother.2.Contradictionsandinterestscoexist.Ifthereareonlycontradictionsandnosharingofcommoninterests,negotiationbecomesgroundlessandunnecessary.3.Twopartiesinaconflictwillnaturallyfightforeachother’sowninterestsandmakeeveryefforttogainmorefromtheotherside,asaresultitwillreducegainofinterestsexpectedinitially. Keyaspectsofnegotiation[1]Interdependence相互依存[2]Concealmentandopenness隐藏与开放[3]Differentnegotiatingsituations变化的谈判情境[4]Bargainingmixandcreativity讨价还价与创造性[5]Representativeandconstituency代表与委托人[6]Personalrelationshipsbetweenbothsides双方间的私人关系[7]Proposalexchange建议交换[8]Winnerorloser赢家与输家 1.2.3Tipsforasuccessfulinternationalbusinessnegotiationmission1.Asmalldelegatonismoremanageablethanalargeone.2.Delegationleadershouldbeahighrankingandrecognizedpublicfigure.3.Identifyacoupleofdependablecontactsinthehostcountryandworkwiththemonlogisticspriortoyourvisit.4.Takeadvantageofyourcountry’scontactsintheembassyandchambersofcommerceinthehostcountry.5.Organizeapermissionbriefingpriortoyourdeparturetoinformparticipantsaboutprotocol,itineraryupdates,andbasicculturaladvice.6.Bringalongaqualifiedinterpreteronyourtrip.Ifyoucannotaffordone,thenmakesureyouhaveonewaitingoverseas.7.Createamissionprofilebookthatcontainspictures,names,anddescriptionsofparticipatingcompaniesandpersonnel.8.Learnhowtopronouncenamesofhostcontactscorrectlyandclarifytheirpositionsandjobtitles.9.Giftsareappreciatedineveryculture.Sobringsmall,tastefulgiftsforeachcontact.10.Donotdiscusspoliticalideologyandreligion. Interpretersininternationalbusinessnegotiation(1)Interpretersmustalsobeadeptatcomprehendingtheintricaciesofeverythingfrombodylanguagetoseatingarrangements.(2)Interpretersshouldbetreatedasregularandessentialmembersoftheteamandincludedinsocialeventsrelatedandunrelatedtonegotiations.(3)Interpretersmustbewellinformed. 1.3StagesofnegotiationPre-negotiationFace-to-facenegotiationPost-negotiation Pre-negotiationThepre-negotiantionstagebeginsfromthefirstcontactbetweenthetwosideswhoseinterestindoingbusinesswitheachotherisshown.Itisfromthisstageonthatbothsidesbegintounderstandoneanother’sneedsandevaluatethebenefitsofenteringintotheprocessofnegotiation.Themainissuehereistodefinetheproblemtobejointlysolvedforit.environmentalfactorsandinformationcollectionaretwomaintaskduringthisstage Face-to-facenegotiation（1）Introducingteammembers（2）Discussingagenda(3)fivephasewillproceed:Aexploration探索/试探Bbidding报价/招标Cbargaining讨价还价Dsettling&ratify搞定/认可 Post-negotiationPostnegotiationorwrappingupisthelastphaseofanegotiation:(1)Thecontractisbeingdrawnupandtobesigned.(2)thetermsagreedonshouldbereadtoeachaftertheconcessionsareexchanged.(3)Payenoughattentiontodetailstomakesuretheperfectimplementationofthecontract;theperformanceofthecontractthatissignificant,notjustthenegotiationitself.Inaword,themainthingatthisphaseistoreviewandconfirmtheagreementandresultoftalksoneachissuesothatnoambiguityofunderstandingexists.Alsowrappingupincludesfollow-upworkforfuture. 1.4PsychologyinnegotiatingTheneedtheoryOneofthekeytheoriesabout“Peopleatwork”isMaslow’s“hierarchyofhumanneeds”.Maslowsuggeststhathumanbeingstakeactionsinordertosatisfyessentialneeds.Heclassifieshumanneedsunderfivemainheadings: (1)Physicalorsurvivalneeds(2)Securityandsafetyneeds(3)Socialneeds(4)Egooresteemneeds(5)Self-realizationneeds Needtheoryandnegotiating(1)Survivalneedsandnegotiating(2)Securityneedsandnegotiating(3)Socialneedsandnegotiating(4)Egoneedsandnegotiating(5)Self-realizationneedsandnegotiating PracticalSentencesWelcomingandIntroductionsOnbehalfofABCCompany,Iamverygladtowelcomeyoutoourheadoffice.Well,I’mdelightedtowelcomeyoualltoourprocessingplanthereinShanghai.Howwastheweatherwhenyoulefthome?Howwastheflightover?IseverythingOKwiththehotel?Shallwejustgoroundthetable,makingsureweallknoweachother?Mr.Smith,wouldyouliketointroduceyourteam?LetmeintroduceyoutoMarionBillis.SheisourkeyAccountManager.Ithinkwe’dbettergetstartednow.We’vegotaveryfullagenda.Now,thefirstthingwereallyneedtodotodayiscomingupwithsomefirmproposals. Fillinthebanks.1)Negotiationisanelementof______behavior.2)Negotiationtakesplaceonlyoverissuesthatare______.3)Negotiationtakesplaceonlybetweenpeoplewhohavethesame______.4)Negotiationtakesplaceonlywhennegotiatorsareinterestednotonlyintakingbutalsoin______.5)Negotiationtakesplaceonlywhennegotiatingparties______eachothertosomeextent. Trueorfalse.Negotiationdependsoncommunication.Inagoodnegotiation,everybodywinssomething.Bothsidesshouldtrytounderstandeachother’spointofviewbeforemakingadecision.Thereissuchcaseas"takeitorleaveit”ininternationalbusiness.Inthebiddingstageeachisnegotiatingtowardsthebestadvantage.Thestagesofthenegotiationalwaysfollowoneanotherinsequence.Whennegotiating,representativesornegotiatorsrepresenttheirownbutoftenothers’interest.Beingcloseorfriendlywiththeothersidemaybringaboutthebestoutcome.Internationalnegotiationsoftenrequiretheuseoftranslatorstoattainthisgoal.Whencounterpartsarespeaking,negotiatorsshouldlookatthembutnotthetranslators. PutthefollowingintoEnglish.1)你的立场有磋商的余地吗？2)我肯定还有商量的余地。3)在我们开始谈判之前，你要先出个价才行。4)我们可以把它也列入议程。5)在我们开始之前，有人想要什么饮料吗？6)看看我还能尽些什么力。7)要是我能做到的话，我一定会做。8)我知道我可以拜托你。9)这次会议的结果我们都会是赢家。10)我会尽量使你满意。 KeyAreyounegotiable?I'msurethereissomeroomfornegotiation.Beforewehaveanythingtonegotiate,youhavetomakemeanoffer.Wecouldaddittotheagenda.Wouldanyonelikesomethingtodrinkbeforewebegin?SeewhatIcando.IwouldifIcould.IknowIcancountonyou.We'llcomeoutfromthismeetingaswinners.I'lltrytomakeyouhappy. QuestionWhatismeantby“negotiation”?Howwouldyoudefine“negotiation”? Homework1、Inwhatwaysisabusinessnegotiationdifferentfromeverydayconversation?2、Whatistheconceptsaboutnegotiation?What’sthethreefundamentalsaboutnegotiation?3、what’sthebasicprincipleofbusinessnegotiation？4plsdescribetherelationsamong“softnegotiations””hardbargaining”&”principlednegotiations”?