The Strategies of Successful Business Negotiation 成功的商务谈判战略.doc

分类号 密级 u d c 编号 本科毕业论文(设计) 题目 成功的商务谈判战略 the strategies of successful business negotiation系 别 教育学院 专 业 名 称 商务英语 年 级 学 生 姓 名 学 号 指 导 教 师 二0一一年十月the strategies of successful business negotiation tutor: october 2011acknowledgements: i would like to give my sincere thanks to my supervisor prof. wu qiong for teaching me how to write my research paper and helping me generously to revise it. meanwhile, i want to thank the college library from which i got enough useful information, with the help of which i finished my paper. and also i would like to thank all my classmates who gave me lots of helpful suggestions.abstract：business negotiate is the economy in all types of business, in order for two (or more) in line with the views of the negotiations and consultations carried out.the aim of business negotiations is to change the relationship between each other and exchange views with a view to reach a collaborative process for the mutual demand. the success of the business negotiation involves: establishing a target of negotiation; collecting information; making a negotiation plan; some strategies of business negotiation and excellent language arts.key words: negotiation; target; information; plan; strategies; language arts摘要：商务谈判是人们在各类经济业务中，为使双方（或多方）的意见趋于一致而进行的洽谈磋商。通过商务谈判，其目的是改变相互间的关系并交换观点，以期达成协作的求同过程。一个成功的商务谈判包括：确定谈判目标，收集信息，制定谈判计划，一些谈判策略和出色的语言艺术。关键词：谈判；目标；信息；计划；策略；语言艺术 - ii -contentsacknowledgments abstract摘要1. introduction12. concept of business negotiation22.1 concept of negotiation22.2 business negotiate22.3 features of business negotiation32.4 the basic principles of business negptiation42.5the basic strategies of business negotiation63.preparation for negotiation93.1 choosing the negotiation team members93.2establishing a target for negotiation123.3 making a feasible negotiation plan134.face-to-face negotiation 145.bibliography171. introductionbusiness affairs negotiation is under commodity economy condition, to come into being and develop , it already has become the essential ingredient of modern society economic activity. shopping in arriving at life for a short time abates a price , arrives at the cooperative country between enterprise corporation, and the economy technical exchange between the country greatly , being unable to be seprated from business affairs negotiation.everyone negotiation something everyday. everyone wants to participate in decisions that affect him; fewer and fewer people will accept decisions dictated by someone else. people differ, and they use negotiation to handle their differences. whether business, government, or the court, they almost always negotiate a settlement before trial. negotiation is such a common phenomenon that is of great importance in human society, especially in the modern globalization of the world.2. concept of business negotiation 2.1 concept of negotiationwhat is negotiation? negotiation is the process we use to satisfy our needs when someone else controls what we want and the arts to sxplore business negotiation skills.in business negotiations,both parties should know:why they negotiatewhom they negotiate withwhat they negotiate aboutwhere they negotiatewhen they negotiatehow they negotiate 2.2 business negotiatebusiness negotiate is the economy in all types of business, in order for two (or more) in line with the views of the negotiations and consultations carried out. the talks include not only the content of business products, but also capital, technology, information, services, commodities such as supply and demand in the talks, negotiations on transfer of technology, investment and so on. the aim of business negotiations is to change the relationship between each other and exchange views with a view to reach a collaborative process for the mutual demand. this is a more complicated process, during which the two parties have to not only determine their respective rights and interests but also consider the other partys benefit. therefore, business negotiate is just like playing chess in which the two parties fight each other fiercely and collaborate closely at the same time when the game starts. negotiation itself is a unity of both contradiction and reunification, involving both individual and overall interests. how can we remain invincible is the pursuit of business objectives. the success of the business negotiations is a result that two sides are negotiating with the excellent language arts. 2.3 features of business negotiationnegotiation is a social phenomenon and a special embodiment of human relations. negotiation is a process of information exchange between two sides. they are counterparts of matched qualification and rather independent in material force, personality and social status, etc. due to mutual contact ,conflicts and differences in viewpoints, needs, basic interests and action mode, both parties try to persuade the other party to understand or accept their view points and to satisfy their own needs. some of the features of business negotiation include:(1) negotiation is at the heart of every transaction and, for the most part, it comes down to the interaction between two sides with a common goal (profit) but divergent methods.(2) these methods (details of the contract) must be negotiated to the satisfaction of both parties. it can be a very trying process with confrontation and concession.(3) both paries share open information. in this case, both sides sincerely disclose themselves and listen to the others objectives in order to find something in common. both parties try to understand each others points of view.(4) both parties know that they have common and conflicting objectives, so they try to find a way to achieve common and complementary objectives acceptable to them both.(5) there is not such thing as take it or leave it in business. every thing is negotiable. it all depends on the expertise of the negotiators.(6) in business negotiation, one sides gains are directly the others losses. your counterpart attempts to achieve the maximum concessions while leaving you just enough to keep you interested in the deal. behind all of the smiles, handshakes, and banquets lurks, the reality is that both sides are trying to beat each other.to summarize: no matter what kind of negotiation it is, we can say that negotiation is a cooperative enterprise; common interest must be sought. negotiation is a behavioral process, not game; in a good negotiation, everybody wins something. its important to realize that while the size of playing field may vary from venture to venture, the overriding concept remains the game: success isnt winning everything; its winning enough. 2.4 the basic principles of business negotiationnegotiation takes place between human beings. it is the most common form of social interaction. almost everybody in the world is involved in negotiations in the one way or another for a good part of any given day. negotiation can take on different forms. professor mary p.rowe of massachusetts institute of technology listed eight different types in her negotiation:theory and practice.competitive styleaccommodative style avoidance stylecompromising stylecollaborative stylevengeful styleself-inflicting stylevengeful and self-inflicting stylepeople who go for the competitive style are known as hard bargaining negotiators. they start off with outrageous demands, using threats and other tactics to get what they want. one side typically starts out high and the other low. after several rounds of offer and counter-offer, the negotiators end up splitting the difference. in this form, negotiation is viewed as a game where each side tries to get the best deal for themselves. neither side exhibits concern for the other side.negotiation can also assume the form of collaborative style, which is much more popular and accepted as a modern negotiation style in the world with the development of human society. it involves people with diverse interests working together to achieve mutually satisfying outcomes. collaborative negotiation can also be known as problem-solving negotiation, interest-based negotiation, win-win negotiation and mutual gains negotiation and so on.based on the above different negotiation styles, we now have a further understanding of what it is. accordingly we can sense the following basic principles of a successful negotiation.2.4.1 equality principles people sit together to negotiate for the purpose of satisfying their own needs. without equal status, there will be not real sense of negotiation. in modern negotiation, equality and mutual benefit is a very basic principle. it means that both paries are equal in law status. they have equal rights and obligations. they do business out of their own needs and they are informed of each other to enjoy mutual benefits.in a successful negotiation, each party must gain something or there is not reason for the other party to participate. if one party retreats, the other party wont benefit at all. when one party takes much less than given, the other party will feel reluctant to continue negotiating. hence either party should be well prepared for the negotiation and ready to satisfy each others needs on an equal basis.2.4.2 sincere cooperationnegotiation is to negotiate with the other party in order to solve problems. negotiation in itself is a kind of cooperation. through negotiation, both parties are seeking an alternative arrangement of a business situation so that at the end of the negotiation they feel this result is much better than what they first started. as a matter of fact, both parties are concessions one party gets from the other party should be more valuable than what he makes for the other party. the purpose of this is to seek a win-win situation instead of win-lose one. that is to say both parties are winners. it is through sincere cooperation that this win-win result can be made.as a negotiator you dont need to release all your intention and goals. there is, however, no need to tell lies. sincerity is very important for a negotiators style. keep your words to make your counterpart trust you. treating others as you want to be treated can promote the negotiation and get successful results. a negotiation need to be canny and even difficult to deal with, but at the same time he should be one who keeps his words and it trustworthy. then both parties can enjoy sincere cooperation. to be sincere not only at the time around negotiation table but also later on to strictly stick to the performance of the contract.2.4.3 keep it flexible and fluid it needs some flexibility to keep it the process of negotiation as to how to seek the consistency of both parties to achieve the holistic objectives as long as you dont give up some important principles, especially you have to use different kinds of negotiation strategies and tactics to deal with different negotiation opponents in different negotiating atmosphere and under different conditions.any negotiation is a process of constant thinking ,exchanging of information and continuous concession of both parties. apart from sticking to principles you should also master in a flexible way of various negotiation techniques, assess whats in the other partys mind, what their needs are and what their tactics will be. by doing this you will put yourself in an active and favorable position in the process of negotiation. when assessing others needs, try to be realistic. you can never force your own standard on to other to avoid the negative effects.in addition, while abiding by the above different principles, negotiators should pay much more attentions to the following three points in business negotiation:(1) separate the people from the problem(2) focus on the interests behind the positions and create mutual gains(3) insist on using objective criteria 2.5 the basic strategies of business negotiation2.5.1 forbearanceit is using the strategy of forbearance that one doesnt answer a question or put off an answer when he hold and suspends in the negotiation. this strategy can leave enough time for his team member to consider the question, as well as for the other side to realize its effect on the negotiation. forbearance may avoid a direct conflict and eventually achieves a settlement.another element of forbearance is to know when to stop. just as the attorney must know when he has sufficiently cross-examined the witness, the salesman must know when to stop talking. so it is often said that forbearance or patience in negotiation pays a lot.2.5.2 feint and surpriseit is somewhat like looking to the right but going to the left. this strategy involves an apparent move in one direction to divert attention from the real goal or object. it can also involve a situation in which one gives the opponent a false impression that they have more information or knowledge than is actually possessed. in the course of a negotiation, feint can be useful when giving in on a point that is not especially important and can be used to cover up important elements. ignore the important and stress the things that are not important. the purpose of doing this is to allow enough time to make to coordination and decision for some key articles, to divert the others attention from important matters and satisfy the other side through concessions on matters of minor importance. this is will create a positive atmosphere and pave way for settlement on items of vital importance.this strategy involves a sudden shift in attitude, requirement, method, argument, or approach. the change is usually drastic and dramatic, although it need not always be so. surprise can be used as a tactic in negotiation when new information is introduced or a new approach is taken. for example, in the middle of a negotiation it is sometimes effective to substitute a new team leader. the substitution of the chief member follows the alternation of the negotiation terms and the content of the contract. if the other parties continue the negotiation, theyll have to face some new faces and this will mean a new concession for them. sometimes during a negotiation, when one party acts completely irrationally, they are very likely using the surprise tactic. the seemingly irrational person feels that this behavior will make it more difficult for the other side to cope with the situation.2.5.3 fait accomplithis is a risky strategy but there is often a temptation to use it. it demands that one should act and achieve the goal against the opposit and then see what the opposit will do about it. those who employ this strategy must make an appraisal of the consequences in case it should prove to be a failure. for example, if a contract is sent which contains a provision that is not agreed with, cross out the portion that is not wanted, sign the contract, and sent it back. thus, your opponent is confronted with a fait accompli, which means its now up to them. they can either return the contract and reopen the negotiation, or accept the deletion. quite often they will accept the change contract.2.5.4 reversal and granting concessionsin this strategy, the action performed is opposite to what may be considered to be the popular trend or goal. bernardbaruch once said that people who make money in the stock market are those who are the first in and first out. by this he meant that one should buy in when everyone was pessimistic and sell out when the prevailing atmosphere was optimistic. this strategy may sound easy to execute, but in reality it is exceedingly difficult. were it not so, everyone could immediately become rich and powerful.frequently conflicts can be avoided by granting concessions; but one needs to be sure he can afford them. the traditional method of doing this is the sellers who quote an outrageous price for their goods in the expectation that they will be bargained down. in many circumstance, however, there is not a dignified way to do business. a more effective means is to offer a concession in exchange for one from the other party.3. preparation for negotiationthe pre-negotiation starts from the first contact between the two sides whose interests in doing business with each other are shown. from this stage on, both sides begin to understand each others needs, declare values and evaluate the benefits of entering the process of this negotiation. this stage is usually more important than the formal face to face negotiation in the international business relationship. social and informal relationship between negotiators, trust and confidence in each other are of great help. both sides also start to from their strategy for face to face negotiation as well as try to foresee and take precautions against possible events to be fully prepared before negotiations.to contribute to success in your negotiations, your preparation, should be aimed at achieving an over-arching objective-that of marking sure that you go into your negotiation knowing more than the person you face. negotiators will have to take the following three aspects into consideration: choosing the negotiation team members and establishing business relation; setting up the target for n