商务谈判01ppt课件

.,1,国际商务谈判InternationalBusinessNegotiation主讲人：谭飞燕(Delphinium),.,2,MainPoints,Lectures(理论部分):谈判动机、谈判结构、双赢理念、合作原则谈判法、利益分配法则、谈判力、信任法则、博弈论在谈判中的应用、谈判者个性与谈判模式、文化模式与谈判模式(concentratingonmotives,structures,basictheoriesandprinciples,personalitystylesandculturepatterns)Casestudies(案例研究):经典案例研究、课文辅助案例(tofacilitatebetterunderstandingoflectures,bothfamouscasesandcaseshappeninginnormalbusinessactivitiesprovidedforanalysis)Simulations（模拟谈判）:模拟谈判、小组谈论、回答问题、谈判竞赛,.,3,参考书目,1.全英主编，国际商务谈判，清华大学出版社，2003年8月；2.谢晓莺、朱万忠等，商务英语谈判，商务出版社，2005年4月；3.潘肖玉、谢承志编，商务谈判与沟通技巧，复旦大学出版社，2002年1月；4.张立玉、王红卫编，实用商务英语谈判策略与技巧，北京理工大学出版社，2003年8月；5.余慕鸿等主编，商务英语谈判，外语教学与研究出版社，2005年9月;6.王淑贤，商务谈判理论与实务，经济管理出版社，2003年7.美弗兰克L阿库夫，国际商务谈判，刘永涛译，上海人民出版社，1995年;8.宫捷，现代商务谈判，青岛出版社，2001年;9.刘园等，国际商务谈判，对外经济贸易大学出版社，1999年,.,4,参考网站和网页/research/projects/hnp.php3,.,5,FourRequirements,Pleaseprepareyourlessonsbeforeclass.Pleasetakeyourdictionarywithyouinclass.Pleasereviewyourlessonsafterclass.Dontcallmeorsendmeemailsafterfinalexamination.,.,6,ContactMe,Mymobilephonenumberyemailaddress:tanfeiyan101215607310006,.,7,TwoFamousNegotiationCases,Therearetwodaughtersandtheirmother.Onedaytwogirlswantedtoshareanorange.Theirmotherjustcutitinhalf.Butthesegirlswerentsatisfiedwiththeresult.Why?Becausetheirpurposesweredifferent.Onegirlwantedthepulp（果肉）formakingjuice.Anothergirlwantedtherind（果皮）forcooking.Theyjustgothalfofwhattheywantedrespectively.,.,8,Twofarmersweresharingaricecake.Astander-byhelpedthemshareit.Whatwashissuggestionwhichwouldmaketheresultsatisfactorytobothofthem?Oneoffarmerscutitinhalfandanotheronechoosethepiecefirst.,9,.,Chapter1,NegotiationMotivesandKeyTerminology谈判动机与关键概念,.,10,Mr.ZhangsDilemma,Character:MrZhangAndHiswife：BothareteachersinamiddleschoolHisson：Aftergraduationfromauniversity，heisapplyingforstudyingabroad.,Focus:Thefamilyhasadepositof120,000yuan,buthowtouseitMrZhang：AnewcarandtravelHiswife：AnewapartmentHisson：Costforstudyingabroad,.,11,Mansunlimiteddemand,Scarcenaturalresources,.,12,economy,politics,religion,culture,conflicts,wars,negotiations,sociality,.,13,1.Negotiation谈判,OriginationofNegotiationTheword“negotiation”derivesfromtheLatininfinitive（不定词）“negotiari”(做贸易或生意）whichmeans“totradeordobusiness”.Thiswordisfromanotherword,“negare”(拒绝）meaning“todeny”andanoun,“otium”(休闲），meaningleisure.Thus,theancientRomanbusinesspersonwould“denyleisure”untilthebusinesshasbeensettled.Itistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant.,.,14,ReasonsForNegotiations,Mansunlimiteddemandhasconstantlygivenrisetoconflictsbetweensuchdemandandlimited,scarcenaturalresources.Peoplediffer,andtheyusenegotiationtohandletheirdifferences.Howtosettletheconflicts:1.Militatymeans:wars2.Peacefulmeans:negotiations.Negotiationisonepartofourlives.,.,15,Ex:Negotiationinyourdailylife,有个10岁的男孩每天都不肯洗澡，于是妈妈决定和儿子谈谈。妈妈问儿子：“你如果每天洗澡，我就答应你提出的一个要求。”儿子回答：“那我每天能多和小朋友玩一个小时吗？”妈妈认为一个小时太长了，于是说：“儿子，你如果每天洗澡，我可以每天让你多和小朋友玩半小时。”儿子答应了。于是，妈妈和儿子都各得其所。,.,16,“Discouragelitigation(诉讼,起诉).Persuadeyourneighborstocompromisewhenevertheycan.Pointouttothemhowthenominal(名义上的,有名无实的)winnerisoftenarealloserinfees,expenses,andwasteoftime.”,-AbrahamLincoln,July1,1850,.,17,Whatisanegotiation?Anegotiationisaprocessofcommunicationbetweenpartiestomanageconflictsinorderforthemtocometoanagreement,solveaproblemormakearrangements.谈判是各方为化解冲突而进行沟通的过程，目的是使各方达成一项协议、解决一个问题或做出某种安排。Factorsinasuccessfulnegotiation1.Theoutcomeofnegotiationisaresultofmutualtakingandgiving.谈判的协议应是共同的给予和获取的结果2.Theexistenceofconflictsandcollaboration冲突与合作并存3.Allnegotiatorshavetherighttosay“no”totheconditionsputforwardbytheotherparty,whichisashowofequalrightofthenegotiators.所有谈判者都有对对方提出的条件行使否决权的权利，这才能显示谈判者的平等权利。,.,18,2.Conflicts冲突,Whatisaconflict?Aconflictisadispute,disagreementorargumentbetweentwoormoreinterdependentpartieswhohavedifferentandcommoninterests.冲突是发生在两个或更多既有不同利益又有共同利益的相互依赖的当事人之间的对抗、争执或不同意见。,.,19,Threepoints1.Partiesinconflictareinterdependent.冲突的当事方是相互依赖的2.Bothdifferentandcommoninterestscoexist.冲突的当事人之间不同利益与相同利益并存3.Partiesinconflictwillfightforeachothersowninterests各方均为实现自己的利益而努力Goodandbadfeaturesofconflicts冲突对谈判所带来的正、反两方面的影响P5table1.1Conflictscanbringaboutbothfavorableandunfavorableresultsdependingonhowpeoplemanageconflictssothatbadeffectsmaybediminishedtotheminimumdegree.,.,20,.,21,3.Stakes利益得失,Stakesarethevalueofbenefitsthatmaybegainedorlost,andcoststhatmaybeincurredoravoided.利益得失是指（通过谈判）可以获得的利益或者是失去的利益及可以引发或者是避免的成本。Fourpoints1.Thenegotiationsarepertinenttorelevantpartiesownaffairsandinterests.谈判是对于各方具有利害关系的事件2.Allpartieshavetopayforthegaining,butwhattheywillgetisdeterminedbyhowwellnegotiatorsmanagethesituation.谈判各方必须有所付出才能获取利益，但所获取利益取决于谈判者如何应对谈判3.Howmuchofstakescanbegainedarealsogaugedinviewofthecurrentsituation.谈判开始时事态的发展状况是衡量利益得失的一个标准4.Negotiatorswillhavetocompareandbalancetherelationbetweenthecurrentinterestsandlong-terminterests.谈判者必须对眼前利益和长远利益之间作出权衡,.,22,4.Wsand1H,Innegotiations,bothpartiesshouldknow-Whywenegotiate?-Whowenegotiatewith?-Whatwenegotiateabout?-Wherewenegotiate?-Whenwenegotiate?-Howwenegotiate?,.,23,SignatureoftheDeclarationofIndependence托马斯杰斐逊在其晚年写给朋友的信中说：那时签字的独立厅就在马厩的隔壁，七月的天气非常的闷热，到处都是苍蝇。代表们穿着短马裤和丝袜参加会议，一边发言，一边不停地用手拍赶走腿上的苍蝇。最后代表们决定立即在独立宣言上签字，以便尽快离开那个鬼地方。美国独立宣言为北美洲十三个英属殖民地宣告自大不列颠王国独立，并宣明此举正当性之文告。1776年7月4日，本宣言由第二次大陆会议于费城批准，当日之后成为美国独立纪念日。宣言之原件由大陆会议出席代表共同签署，并永久展示于美国华盛顿特区之美国国家档案馆（NationalArchivesandRecordsAdministration）。此宣言为美国最重要的立国文书之一。11farmersand1farmer为了尽快接受这令人难受的讨论，11个农夫都开始动摇了，考虑改变自己的立场。这时一声惊雷震破了11个农夫的心，他们再也忍受不住了纷纷表示愿意改变自己的态度，转而投票赞成那一位农夫的意见，宣告被告无罪。,.,24,美越停战谈判在几个月充满敌意的对立状态下，北越的态度终于趋向温和。在美国大选即将揭开序幕之时，终于同意在巴黎举行和平谈判。美国立即派遣哈里曼为谈判代表，他在巴黎市中心的一个豪华饭店以7天为单位租了一个房间。而北越代表在巴黎市郊租了一幢别墅，租期长达两年半。事实证明巴黎和谈没有成功解决越南战争问题，至少是没有满足美国的需要。,.,25,5.ResultsofNegotiation,胜者王侯=Win-Lose(unbalanced)败者贼=Lose-Win(unbalanced)鱼死网破=Lose-Lose(balanced)皆大欢喜=Win-Win(balanced)失一地而得全局=LoseABattle,WinAWar,.,26,CaseStudy,KonosukeMatsushitasWisdomSacrificecurrentintereststosatisfylongterminterestsKonosukeMatsushita(松下幸之助November27,1894April27,1989)wasaJapaneseindustrialist,thefounderofMatsushitaElectric,betterknownastheparentfirmofelectronicsbrandPanasonic,acompanybasedinthesuburbofKadoma,Osaka(大阪府门真市）inJapan.FormanyJapanese,heisknownasthegodofmanagement.,.,27,In1918,MatsushitaElectricIndustrialCo.Ltd.wasfoundedunderthenameofMr.KonosukeMatsushita.Overmorethan90years,MatsushitaElectricIndustrialhasalreadydevelopedintoaworldwell-knownGroupwithabove300subsidiarycompanies,rangingsuchaspectsasvideo,audio,homeappliances,communicativedevicesandbatteries,etc.,AboutPanasonic,.,28,AboutPhilip,飞利浦电子公司（PhilipsElectronicN.V）成立于1891年，在全球500家大企业中居第58位，在世界电子行业中排名第9。在60多个国家设有营业机构，共有雇员26.51万人。其股票在9个国家的16个交易所上市。主要生产视听产品、照明、电子元件、半导体、医疗系统、小家电、工业电子及商业电子等，其中照明设备、彩色显象管、电动剃须刀、X光分析仪及音响设备在国际市场居领先地位。总部设在荷兰阿姆斯特丹。,.,29,ResultsOfTheNegotiation,Costs:Paymentfortechnicalassistant(技术援助费）:4.5%ofMatsushitassalesvolume.Patentpayment（专利转让费）:$550,000(=200,000,000yen)paidinlumpsum,nearlyhalfofthecompanysproperty.Gains:Sophisticatedscientificequipment,researchinstituteand3,000capableresearchfellowsownedbyPhilip.,.,30,松下在寒暄中失去先机Wholesaler:我们是第一次打交道吧？以前我好象没见过您。Matsushita:我是第一次来东京，什么都不懂，请多多关照。Wholesaler:你打算以什么价格卖出你的产品？Matsushita:我的产品每件成本是20元，我准备卖25元。Wholesaler:你首次来东京做生意，刚开张应该卖得更便宜些。每件20元如何？,.,31,Exercises,Pleasecheckoffthefollowingsituationsthatrepresentnegotiations.1.Purchasingacomputeratadepartmentstore.2.Decidingwiththefamilywheretogofortheweekend.3.Biddingforasecond-handedcar.4.Decidinghowthehousewillbecleanedup.5.Borrowingamusicalinstrumentfromafriend.6.Selectingacontractortobuildanewkitchen.7.Decidingwhethertostaylateatworktofinishupaproject.8.Gettinganextensiononyourunfinishedassignments.9.Makingup,orrebuildingarelationshipwithsomeoneyoulove.,.,32,10.Decidingonadatef