商务英语-谈判策略(英语) PPT课件

1 PrincipledNegotiation By梅高洁许昊珺骆炜雯 2 PrincipledNegotiation Principlednegotiationisthenamegiventotheinterest basedapproachtonegotiationsetoutinthebest knownconflictresolutionbook GettingtoYes firstpublishedin1981byRogerFisherandWilliamUry Thebookadvocatesfourfundamentalprinciplesofnegotiation 1 separatethepeoplefromtheproblem 2 focusoninterests notpositions 3 inventoptionsformutualgain 4 insistonobjectivecriteria 3 1 Separatethepeoplefromtheproblemmeansseparatingrelationshipissues or peopleproblems fromsubstantiveissues anddealingwiththemindependently Peopleproblemstendtoinvolveproblemsofperception emotion andcommunication 第一 始终强调在触及实质问题时 人与问题一定要分开分别处理 Peopleproblemsalsoofteninvolvedifficultemotions fear anger distrustandanxietyforexample Theseemotionsgetintertwinedwiththesubstantiveissuesinthedisputeandmakebothhardertodealwith Fisher UryandPattonsuggestfivetacticsfordisentanglinganddefusingemotionalproblemsinthenegotiationprocess 4 2 Negotiatingaboutinterestsmeansnegotiatingaboutthingsthatpeoplereallywantandneed notwhattheysaythatwantorneed 第二 主张谈判的重点应放在利益上 而不是立场上 因此必须随时把握住谈判各方的利益 尽量克服立场的争执 3 Byfocusingoninterests disputingpartiescanmoreeasilyfulfillthethirdprinciple inventoptionsformutualgain 第三 在决定如何实施方案前 先构思各种可能的选择 谈判者应该安排一段特定的时间 构思各种可能的解决方案 创造性地努力避免或削弱各方利益上的冲突 为对方谈判者主动提供某些解决问题的建设性提案的机会 Thismeansnegotiatorsshouldlookfornewsolutionstotheproblemthatwillallowbothsidestowin notjustfightovertheoriginalpositionswhichassumethatforonesidetowin theothersidemustlose 5 4 Thefourthruleistoinsistonobjectivecriteriafordecisions Whilenotalwaysavailable ifsomeoutside objectivecriteriaforfairnesscanbefound thiscangreatlysimplifythenegotiationprocess Thisgivesbothsidesmoreguidanceastowhatis fair andmakesithardtoopposeoffersinthisrange 第四 坚持客观的标准 谈判者应设法引入尽可能多的具有科学优点的客观标准 客观标准具有较高的权威性 不容易受到非难 通过对客观标准的引入及其应用来逐步达成协议 有利于提高谈判效率 减少无谓的争执 6 Atypicalcase Thereweretwopeoplewhoarguedwitheachother Thereasonwhytheyarguedwasthatoneofthemwantedtoclosethewindowwhileotherwantedtoopenit Theyhavebeenquarrellingwitheachotherforalongtimewithoutasatisfiedsolution Thenalibrariancameandaskedthemwhytheywantedtoopenthewindow Theanswerwerethatforgettingfreshairandforavoidingthenoise Afterknewthereasonsforthem thelibrariandealedwiththeproblembyopeningthenextroom swindow 有两位男人在图书馆里争吵且互不相让 一位想关窗 一位想开窗 他们为了窗户应开多大吵个没完 一条缝 半开 四分之三 没有一种解决方法能使双方满足 图书管理员进来了 她问其中一位为什么要开窗户 回答是 使空气流通 她问另一位为什么想关上 回答是 避免噪音干扰 管理员想了一会儿之后 打开了旁边房间内的窗户 既可使空气流通 又可避免噪音 7 Thelibrarianfollowedthesecondruleofprinciplednegotiation focusoninterests notpositions Ifhejustfocusedonpositionsbutnottheinterests thenegotaitionwouldhaveadeadlock Infact thelibrarianfoundthehiddenintereststhatwerefreshairandquiet Sohetriedtohandlethisproblembyreconcilingbothsidesofinterestsbutnotthepositions Andthiswaycanbeveryefficientbecauseeveryinterestcanbesatisfiedbymanywaysandthecommoninterestsaremorethanotherinterests Becauseallofthese thelibrariancansolvetheproblemquicklyandprefect Analysis 8 Atruecase TheJapanesecompanywantedtobuyChinesecompany scalciumcarbide 电石 Thisisthefifthyearoftheirtransactionsar Lastyeartheourpricehadbeenreducedby 30eachtonbytheJapanesecompanyandthisyearitwasreducedby 20eachton whichmeansfrom 410eachtonto 390eachton 日本某公司向中国某公司购买电石 此时 是他们间交易的第五个年头 去年谈价时 日方压了中方30美元 吨 今年又要压20美元 吨 即从410美元压到390美元 吨 9 AccoardingtotheJapanesecompany theyhadgotmanypricesfromdifferentcompanies Therewere 430eachton 390eachton 370eachton Asbothsideshadalong termcooperationwitheachother theyneededtogiveground TheChinesefoundoutthat 370eachtonwasquotedbytheself employedand 430eachtonwasquotedbythecompanywithalowproductioncapacity Inaddition theChinesecompanyneededthisbusinesstokeepproducingsotheyagreedwiththepriceof 390eachton 据日方讲 他已拿到多家报价 有430美元 吨 有370美元 吨 也有390美元 吨 并且双方之间有长远合作 要求让步 据中方了解 370美元 吨是个体户报的价 430美元 是生产能力较小的工厂供的货 供货厂的厂长与中方公司的代表共4人组成了谈判小组 由中方公司代表为主谈 谈判前 工厂厂长与中方公司代表达成了价格共同的意见 工厂可以在390美元成交 因为工厂需定单连续生产 10 Withthesesituation theChinesecompanydecidedtonegotiatewiththeJapanesecompany Duringthenegotiation theChineserepresentativesanalysizedthesituationtotheJapanesecompanyandtoldthemthatthepricecan tbetoolowbecausewewereabigcompanysoourproductsallhadgoodquailties Allnegotiationfocusedoninterestsandourrepresentativesallhadmildmannered Intheend theyconcludedatransactionwith 400eachton Bothsidesweresarisfied 公司代表讲 对外不能说 价格水平我会掌握 公司代表又向其主管领导汇报 分析价格形势 主管领导认为价格不取最低 因为我们是大公司 讲质量 讲服务 谈判中可以灵活 态度温和 但利益最重要 步子要小 若在400美元以上拿下则可成交 拿不下时把价格定在405 410美元之间 然后主管领导再出面谈 请工厂配合 中方公司代表将此意见向工厂厂长转达 并达成共识和工厂厂长 起在谈判桌上争取该条件 中方公司代表为主谈 经过交锋 价格仅降了l0美元 吨 在400美元成交 比工厂厂长的成交价高了10美元 吨 工厂代表十分满意 日方也满意 11 Analysis TheChinesecompayfollowedthefirstruleofprinciplednegotiation separatethepeoplefromtheproblem WhentheynegotiatedwiththeJapanesecomany theyjustemphasizedontheproblembutnotthepeople Sotheycandealwiththepriceproblemobjectivelyanddon tannoyanyone Theyalsokepttheirgoodmannerallthetime 12 Secondly theyfollowedtheruleof focusoninterests notpositions Obviously bothsidescareabouttheinterests SowhentheynegotiatedwiththeJapanesecompany theychosetofocusoninterestsinsteadofthepositions Becausefocusedonpositionswouldcausequitealotofarguements Thatwouldhurtbothsides interests Andtogettheinterests bothsideswillbewillingtomakeaconcessionandthere relargenumberofthewaystogetinterests 13 Thirdly theyfollowedtheruleof insistonobjectivecrite