通识教育选修课程教学设计方案--2015年模板

通识教育选修课程 国际商务沟通与谈判教学设计方案 一、 开设课程的作用与目的谈判是一门科学，更是一门艺术。中国加入世贸组织以后，商务谈判人才是七大类急需人才中的一类，因此，培养既有谈判理论基础又懂谈判实践的高素质人才是本课程所要达到主要目的。本课程主要内容涵盖了国际商务谈判理论部分：包括国际商务谈判概述、国际商务谈判的基本程序及谈判各阶段的策略、国际商务谈判前的准备、国际商务谈判中的相关理念及心理因素、谈判者性格类型与博弈论在谈判中的运用及世界各国文化模式和谈判模式的比较等融合国内外经典的谈判理论。本课的特色是融合相应的案例研究阐述理论并安排学生进行模拟谈判，使其通过实际操练获得比较接近实际的真实体验。通过本门课程的学习，要求学生既要熟练掌握国际商务谈判专业知识，又要能用外语进行业务磋商。 二、 课程内容介绍本课程教学内容涉及三个方面，即课堂教学、学术讨论、讲座和模拟谈判。总学时为48课时，即课堂教学时间20学时、学术讨论24学时、实践考察4学时。其中，课堂教学共划分为十个专题，学术讨论根据学生自主学习的任务要求（详见自主学习部分），围绕学术问题组织讨论。讲座和模拟谈判是围绕课堂教学展开的。课堂教学十个专题如下：（一）国际商务谈判概述：国际商务谈判的概念和特点1. 教学任务：(1)谈判和商务谈判的概念Concepts of negotiation and business negotiation(2)国际商务谈判的特点Characteristics of international business negotiation2.教学内容1.1什么是谈判？经典故事：两个小孩分橘子的故事“在人们的日常生活中，每一个要求满足的愿望和每 一次要求满足的需要，都是诱发人们展开谈判过程 的潜因。只要人们为了改变相互关系而交换观点， 只要人们为了取得一致而磋商协议，他们就是在进行谈判。”（美国谈判协会会长、著名律师杰得勒）(一)谈判1、定义：指参与各方基于某种需要，彼此进行信息交流，磋商协议，旨在协调其相互关系，赢得或维护各自利益的行为过程。（1）谈判是愿望的满足交换观点 （2）谈判是利益的均衡谋求妥协； （3）谈判是协调的手段应用广泛。Definition and Characteristics of International Business NegotiationDefinition and Characteristics of NegotiationWhat is negotiation?Before: Negotiation once was perceived as a response to a “ two dogs, one bone” conflict or a “get him before he gets me” situationa chance to find out “ how much can I get for how little?”New concept:A negotiation is a process of communication between parties to manage conflicts in order for them to come to an agreement, solve a problem or make arrangements.2.谈判的性质 谈判是一个过程。在这个过程中，利益双方就共同关心或感兴趣的问题进行磋商，协调和调整各自的政治和经济利益，谋求妥协，从而使双方都感到是在有 利的条件下达成协议，促成均衡。Characteristics of International Business NegotiationThe fundamental principles of negotiation(1)Negotiation is an element of human behavior.(2) Negotiation takes place only over issues that are negotiable. (3)Negotiation takes place only between people who have the same interest.(4)Negotiation takes place only when negotiators are interested not only in taking but also in giving.(5)Negotiation takes place only when negotiating parties trust each other to some extent.3、谈判应符合三点要求(1)谈判应当是在各方共同让步的基础上达成的协议，谈判中的给予与获取是共同的。(2)各方利益的冲突导致谈判的发生，谈判各方的合作使谈判可能顺利进行并能取得满意的结果。(3)由于各种因素的限制，谈判各方的实力存在差距，但各方谈判地位和权利是相等的。3.Negotiations must satisfy at least the following conditions:(1)The outcome of negotiation is a result of mutual giving and taking. One-sided concession or compromise can not be called a successful negotiation.(2)Negotiations happen due to the existence of conflicts, however, no negotiations can proceed smoothly and come to a satisfactory solution without collaboration between the participants. (3)In spite of unequal strength and power on the side of one party, it should not be viewed as a success if the other party can not excise veto right to the result of the negotiation, which is a show of equal right of the parties.1.2商务谈判 Definition and characteristics of business negotiation 商务或称商事，系指一切有形与无形资产的交换或是买卖事宜。然而，不是任何一种买卖行为都可以成为商务行为。商务行为具有特定的内涵。它是指经法律认可，以社会分工为基础，以提供商品或劳务为内容的盈利性的经济活动。按照国际习惯的划分，商务行为可以分为四种：一，直接媒介商品的交易活动直接从事商品的收购与销售活动称为“买卖商”二，为“买卖商”直接服务的商业活动，如运输等，称为“辅助商”。三，间接为商业活动服务的，如金融等，称为“第三商”。第四，具有劳务性质的活动，如影剧院以及商品信息等，称为“第四商”。商务谈判：集中于经济领域，围绕标的物的交易条件，达到交易目的的行为过程。Business negotiation is a process of conferring in which the participants of business activities communicate, discuss, and adjust their views, settle differences and finally reach a mutually acceptable agreement in order to close a deal or achieve a proposed financial goal.Business negotiation demonstrates the following characteristics:1. The objective of business negotiation is to obtain financial interest.2. The core of business negotiation is price.3. Its principle is equality and mutual benefit.4. Items of contract should keep strictly accurate and rigorous.1.3国际商务谈判：在国际商务活动中，处于不同国家和地区的当事人为了达成某笔交易，彼此通过信息交流，就交易的各项要件进行协商的行为过程。（1）国际商务活动的重要组成部分 （2）国内商务活动的延伸和拓展 International business negotiation refers to the business negotiation that takes place between the interest groups from different countries or regions.国际商务谈判的特点 1、国际商务谈判具有一般贸易谈判的共性 （1）以经济利益为谈判的目的指向鲜明 （2）以经济利益作为谈判的主要评价指标核算利益和成本（3）以价格作为谈判的核心2、国际商务谈判的特殊性 （1）既是一笔交易的磋商，也是一项涉外活动，具有较强的政策性（国别政策、法律法规） （2）应按国际惯例办事（法系，仲裁地点、规则、程序等） （3）涉及面广（不同国家和地区的市场情形差异） （4）影响谈判的因素复杂多样（谈判者的不同文化背景差异） （5）谈判内容广泛而复杂（贸易、金融、会计、保险、运输、技术） In addition to the general characteristics of typical business negotiation ,international business negotiation demonstrates the following features: （1）Language barrier（2）Cultural differences（3）International laws and domestic laws are both in force（4）International political factors must be taken into account.（5）The difficulty and the cost are greater than that of domestic business negotiations（二）国际商务谈判的种类1、教学任务：掌握国际商务谈判的种类，了解什么是让步型谈判compromising negotiation,立场型谈判positional negotiation,原则型谈判principled negotiation、水平型谈判Horizontal Negotiation和垂直型谈判Vertical Negotiation等。2、教学内容：Forms of international business negotiation国际商务谈判的种类一、按参加谈判的人数规模划分 1、个体谈判一对一（对谈判者个人素质要求较高） 2、集体谈判各方多人参加（要求谈判者具有团队合作精神） 二、按参加谈判的利益主体的数量划分 1、双方谈判两个利益主体（关系明确） 2、多方谈判多个利益主体（关系复杂）三、按谈判双方接触的方式划分 1、口头谈判面对面 2、书面谈判间接谈判四、按谈判进行的地点划分 1、主场谈判在谈判某一方所在地进行host venue 2、客场谈判以宾客身份在对方所在地进行谈判guest venue 3、中立地谈判在谈判双所在地以外地点进行的谈判 third partys venue五、按谈判双方所采取的态度划分 1、让步型谈判compromising negotiation注重双方关系，适用于谈判双方关系密切的情形 2、立场型谈判 positonal negotiation很难达成协议 3、原则型谈判principled negotiation既坚持立场，又能够在必要时求同存异六、按谈判内容划分： 1、投资谈判：投资是把一定的资本投入和运用于某一项以盈利为目的事业。而投资谈判的双方共同参与或涉及某项投资活动，双方对该投资活动所涉及的有关投资的周期、投资的方向、投资的方式、投资的内容与条件、投资项目的经营及管理，以及投资者在投资活动中的权利、义务、责任和相互关系所进行的谈判即投资谈判。 2、租赁谈判：我国企业从国外租用机器和设备而进行的谈判。它涉及机器设备的选定、交货、维修保养、到期后的处理、租金的计算与支付，在租赁期内租赁公司与承租企业双方的责任、权利和义务关系等问题。 3、“三来一补”谈判: “三来 ”内容主要涉及来料、来件的时间、质量认定、加工标准、成品交货及质量认定等。“一补”指补偿贸易，谈判内容涉及技术设备的作价、补偿产品的选定及作价、补偿时间、支付方式等。 4、货物买卖谈判：买卖双方就货物本身的有关内容如质量、数量、运输方式、价格、支付方式等涉及双方权利、义务等问题进行的谈判，这是商务谈判中最常见的一种。 5、劳务买卖谈判：双方就劳务提供的形式、内容、时间、劳务的价格、计算方法及劳务费的支付方式等有关双方权利、责任、义务问题所进行的谈判。 6、技术贸易谈判：技术贸易的接收方和转让方就技术转让的形式、内容、使用范围、价格条件等双方的权利、责任和义务进行的谈判。与商品贸易谈判有很大差别。 7、损害及赔偿谈判：须先分清责任，然而再根据损害程度协商赔偿的范围和金额等2.1Classification by negotiation object1.Product trade negotiation2.Technology trade negotiation3.Service trade negotiation4.International project negotiation2.2Classification by form1.One-to-one negotiation2. Team negotiation3. Multilateral negotiation2.3Classification by procedure1. Horizontal Negotiation Horizontal negotiation refers to the conferring process in which all the issues concerned are presented first and then discussed one by one, and an issue which can not be settled at once may be skipped and settled later until all the issues are settled properly.2. Vertical NegotiationVertical negotiation refers to the process in which we list all the issues to be discussed according to its logic and then settle them one by one in this logical order. It is characterized by the fact that if we have not resolved the previous issues and then we are unable to confer the next one.2.4.Host-Court negotiation, Guest-Court negotiation ,Changing-Court negotiation and Third-place negotiation1.Host-Court negotiation2.Guest-Court negotiation3.Changing-Court negotiation4.Third-place negotiation2.5Oral negotiation and written negotiation1.Oral negotiation2.Written negotiationAdvantages and Disadvantages（三） 需求理论Need Theory 1、教学任务： 掌握什么是需求理论What is need theory?如何把需求理论应用于国国际商务谈判How to apply need theory to international business negotiation?2、教学内容：马斯洛的“需求层次”理论马斯洛(ABMaslow 19081970)把人的各种需要归纳为五大类，并按其重要性的先后次序排列成一个“需要阶梯”，或者一个需要的等级，故又叫“需求层次”。分别分为生理需要、安全需要、社交需要、尊重需要 Dr. Abraham Maslow s article A Theory of Human Motivation appeared in a 1943 issue of Psychological Review, whichwas further expanded upon in his book:Toward a Psychology of Being. In this article, Abraham H. Maslow attempted to formulate a needs-based framework of human motivation and based upon his clinical experiences with humans, rather than prior psychology theories of his day from authors such as Freud and B.F. Skinner, which were largely theoretical or based upon animal behavior. From this theory of motivation,modern leadersand executive managers findmeans of motivation for the purposesof employee motivationand workforce management.Abraham Maslows book Motivation and Personality (1954), formally introduced the Hierarchy of Needs . Maslows hierarchy of needsHierarchy(1)Physiological needs(2)Safety needs(3)Love and belonging(4)Esteem(5)Self-actualization(四）需求理论在国际商务谈判中的应用Apply Need Theory to International Business Negotiation1、教学任务：了解如何把需求理论应用于国国际商务谈判How to apply need theory to international business negotiation?2、教学内容： Need Theory 需求理论“需要理论”在商务谈判中的应用需要理论与实际的商务谈判业务有密切的关系，表现在以下几个方面：第一，为了达到马斯洛提出的最高层次的需要，谈判人员必须注意满足前四个层次的需要。第二，提供物质利益和给予尊重，以迎合谈判者对自我需要的满足，促成谈判的成功。一般来说，谈判对手对自我尊重需要的满足主要是从以下三个方面得到：他需要从其同事那里得到尊敬。希望得到对方的尊重。注意：一是在保证自己获得利益的同时，设法给他以满足，即进行必要的让步、妥协。二是必须提高他对我方让步项目的评价，降低他对我方不能让步项目的评价。采取这种方式，就是为了求得双方在谈判中的“皆大欢喜”。第三，重视谈判的准备工作和基础工作他极为注重自我尊崇。4.the need theory and negotiationNeed theory is actually a threshold pain theory applied to human interaction. We all understand that inflicting more pain creates a more violent response. Similarly, Maslows need theory as applied to negotiating simply implies that the more personally threatening an issue, the more rigid or reactive the other person will become. In negotiation, how to use the need theory to find, analyze and satisfy each others needs is very crucial for any negotiator to gain over the most possible benefits.Survival needs and negotiationNegotiation is very physical and mental consuming work with great psychological pressure. If the negotiators survival needs cant be ensured, his spirit and mood will be affected and consequently fail to achieve the expected negotiation objectives. The survival needs are embodied in the negotiation as the negotiators needs for dress, food, accommodation, and traveling.(2)Security needs and negotiation The negotiators security needs are mainly that of personal，positional and economical benefits(3)Social needs and negotiation Every negotiator hopes to establish friendly relationship with the other partyIn addition，they also hope to have a solidary team of their own to get a successful negotiation resultTherefore negotiators should understand each other and self-surrender a bit to satisfy their own social needs(4)Ego needs and negotiation Ego satisfaction depends more on what a person values than on what we can create within the negotiation.In a negotiation if both parties can satisfy each others needs for respect, then this respect will change into a power to restrict each others behavior and ensure a successful negotiation(5)Self- actualization needs and negotiation The satisfaction of the serf-realization needs in negotiation depends on the achievement the negotiator has madeThe more benefits you obtained，the higher degree of satisfaction youII have of self-realization needsThe self-realization needs are the highest needs level for the negotiatorIt is also the most difficult needs to meetEnlightment from the need theory Negotiators should learn to use the Maslow Need-Theory Model as a situational thermostat. Judging how the other person reacts to offers or proposals will reveal how close to making the deal too painful for the other person to accept. You cannot expect the other person to be hurt so badly they will lose a base commodity like money by agreeing. Similarly, if you can find ways to satisfy needs high on the others personal hierarchy, you may be able to make them sacrifice financially to gain that satisfaction. （五）博弈论与囚徒困境 Game Theory and The Prisoners Dilemma 1、教学任务：掌握什么是博弈论What is game theory?及如何把博弈论应用于国国际商务谈判How to apply game theory to international business negotiation? 2、教学内容：博弈论概述 Games Theory博弈论又被称为对策论（Games Theory),是研究具有斗争或竞争性质现象的理论和方法，它既是现代数学的一个新分支，也是运筹学的一个重要学科。博弈论就是研究博弈行为中斗争各方是否存在着最合理的行为方案，以及如何找到这个合理的行为方案的数学理论和方法。 Game theory is a study of strategic decision making. Specifically, it is the study of mathematical models of conflict and cooperation between intelligent rational decision-makers.An alternative term suggested as a more descriptive name for the discipline is interactive decision theory. Game theory is mainly used in economics, political science, and psychology, as well as logic and biology. 囚徒困境与谈判者的困境 The prisoners dilemma（一）囚徒困境的故事 The prisoners dilemma The normal game is shown below:Prisoner B stays silent (cooperates)Prisoner B confesses (defects)Prisoner A stays silent (cooperates)Each serves 1 yearPrisoner A: 10 yearPrisoner B: goes freePrisoner A confesses (defects)Prisoner A: goes freePrisoner B: 10 yearEach serves 8 years囚徒困境的故事：两个嫌疑犯作案后被警察抓住，分别关在不同的屋子里接受审讯。警察知道两人有罪，但缺乏足够的证据。警察告诉每个人：如果两人都抵赖，各判刑一年；如果两人都坦白，各判八年；如果两人中一个坦白而另一个抵赖，坦白的放出去，抵赖的判十年。于是，每个囚徒都面临两种选择：坦白或抵赖。然而，不管同伙选择什么，每个囚徒的最优选择是坦白：如果同伙抵赖、自己坦白的话放出去，不坦白的话判一年，坦白比不坦白好；如果同伙坦白、自己坦白的话判八年，不坦白的话判十年，坦白还是比不坦白好。结果，两个嫌疑犯都选择坦白，各判刑八年。如果两人都抵赖，各判一年，显然这个结果好。但这个帕累托改进办不到，因为它不能满足人类的理性要求。囚徒困境所反映出的深刻问题是，人类的个人理性有时能导致集体的非理性聪明的人类会因自己的聪明而作茧自缚。 Two men are arrested, but the police do not possess enough information for a conviction. Following the separation of the two men, the police offer both a similar dealif one testifies against his partner (defects/betrays), and the other remains silent (cooperates/assists), the betrayer goes free and the cooperator receives the full ten-year sentence. If both remain silent, both are sentenced to only one year in jail for a minor charge. If each rats out the other, each receives a eight-year sentence. Each prisoner must choose either to betray or remain silent; the decision of each is kept quiet. What should they do? 两个被捕的囚徒之间的一种特殊博弈:说明为什么甚至在合作对双方都有利时，保持合作也是困难的。囚徒困境是博弈论的非零和博弈中具代表性的例子，反映个人最佳选择并非团体最佳选择。谈判者的困境 Negotiators dilemma1、游戏：任选两位谈判者进行博弈，每位谈判者有两张纸：一张为红色，另一张为蓝色，博弈者可以自由选择向对方展示哪种颜色的纸（纸是对折起来的，双方都看不到纸的颜色），而且他们获得的分值取决于他们每轮博弈中所展示颜色的组合，他们的任务是最大化得到正分值。收益如图所示： 谈判者A 谈判者B 战争 和平 蓝色 +3，+3 -5，+5 红色 +5，-5 -3，-3 玩10轮：前四轮中保证在谈判者之间没有任何沟通，打开纸，按纸上标记的颜色计算分值，在四轮以后，他们可以与对方相交流，可以选择相互合作；8轮结束后，他们可以继续沟通继续寻求9、10轮中合作，此时分值可加倍，如两个蓝色记分为+6。游戏表明：其协议与实施容易受到欺骗行为的破坏。开局的重要性：在第一轮博弈中，大多数谈判者展示的是红色而不是蓝色，因为他们想将损失的风险减到最小，在下面9轮中也倾向于展示红色。最后能够拿到36分最大正分值的情况基本没有，负分值在-6-24范围内波动谈判者的困境就是完全理性的谈判者会出于保护自己利益免受更大的损失而采取不合作的态度。虽然大家都想采取合作的行为，但合作风险太大了，没人能猜测到对手在想什么。不是他想要这么做，而是他必须这么做。谈判者困境的策略 Strategy for the negotiators dilemma 最好的策略：针锋相对 结论：在第一轮中采取合作，然后在后面按照对方的策略采取相应的回报或者惩罚策略，这个策略中被证明是最好的。The best deterministic strategy was found to be tit for tat.Anatol Rapoport developed and entered into the tournament. It was the simplest of any program entered, containing only four lines of BASIC, and won the contest. The strategy is simply to cooperate on the first iteration of the game; after that, the player does what his or her opponent did on the previous move. Depending on the situation, a slightly better strategy can be tit for tat with forgiveness. Tit for Tat has emerged as one of the stronger game theory strategies (Axelrod, 1984, The Evolution of Cooperation). If you move first, cooperate. If you move second, reciprocate (if the other party cooperates, respond cooperatively; if the other party competes, respond competitively). Communicate your reciprocal move clearly. We must remember the golden rule : Acting in ones self interest does not always serve ones self interest. 只顾个人利益并不总是能满足你个人的利益！In international business negotiation, neither be the Red nor Blue style negotiators,Be the purple one,Know what you need. Be objectiveKnow what the other party needDont get into an impasse. Know the other partys real intention and protect yourself.【Case study】Shopping in Manhattan【Exercises】1. Why we need more ethics in business negotiations?2. Do you think there is an important linkage between the success or failure of negotiations and need and game theory?3. What clues do we get from game theory?( 六）国际商务谈判的开局阶段 Opening of International Business Negotiation 1.教学任务：掌握什么是国际商务谈判的开局阶段What is the opening stage of International business negotiation及国际商务谈判开局阶段的策略Opening stage and strategy 2.教学内容：6.1开局阶段 opening stage 开局阶段主要指谈判双方见面后，在讨论具体、实质性的交易内容之前，相互介绍、 寒暄以及就谈判内容以外的话题进行交谈的那段时间。是整个商务谈判的起点，开局的效果如何在很大程度上决定着整个谈判的走向和发展趋势。在开局阶段，谈判人员的主要任务是创造谈判气氛、交换意见和作开场陈述。 After gathering and sorting outing the information as well as establishing the negotiation plan in the previous period，the international negotiation has formally begun! Just as the old saying goes，“Well begun is half done”.Negotiation opening refers to the behavior of greeting，introducing，stating ones positions and exploring the counterparts intention or position，in order to influence and manipulate the process of negotiation so that they can pave the way to an advantageous position in the negotiation The opening of international business negotiations often has to undergo the following three steps： (1)create a good atmosphere at the preliminary stage (2)exchanging ideas on the agenda and related questions(3)the chief representative from each party making statements respectively6.2创造良好的谈判气氛： Creating a right negotiation atmosphere1、根据互惠谈判模式的具体要求，谈判双方应当共同努力，寻求互利的谈判结果。经验证明，在非实质性谈判阶段所创造的气氛会对谈判的全过程产生重要影响。因此，谈判人员要在谈判开始前建立一种合作的气氛，为双方融洽的工作奠定良好的基础。 2、谈判引起内容不同而有不同的谈判气氛。谈判双方见面时的寒暄等客套并不能决定谈判的气氛，仅仅是表象而已。谈判人员的谈吐、目光、姿态、各种动作的实际速度造成了各不相同的谈判气氛。3、谈判即将开始前，谈判人员应安静下来再一次设想谈判对手的全面情况，职业、相貌、表情、体态、何种性格类型等。 4、谈判人员应径直步入会场，以开诚布公和友好的态度微笑着出现在对方面前。肩膀要放松，目光的接触要表现出真诚、亲切和自信。 5、谈判人员的服饰仪表应落落大方，干净整齐，符合自己的身份。6、在开场阶段，谈判人员最好站立说话，并与对方人员自然分成若干小组寒暄，每组1-2人即可，不能冷落对方每一位人员。 7、双方寒暄的话题和行为举止要轻松自然，不要慌张和拘谨。可适当谈论比较轻松随意的话题，比如天气变化、旅程见闻、体育赛事、文艺活动等，不能涉及个人隐私。8、注意手势和触碰行为，握手应毫不迟疑，但不能用力过大。 一种谈判气氛会在