商务英语谈判chapter OnePPT课件

BusinessNegotiation,课程介绍,教学目标：1.掌握商务谈判的理论基础（科学性）2.了解商务谈判的技巧（艺术性）3.熟悉商务谈判领域的英语词汇表达4.结合谈判理论，分析案例，模拟谈判,教学安排,教材：余慕鸿、章汝雯.商务英语谈判.北京：外语教学与研究出版社，2005.(主教材)白远.国际商务谈判-理论案例分析与实践.北京：中国人民大学出版社，2002.(参考教材)安排：1.教材共七章，每章结束后布置书面作业一份。2.每章中小节后的练习要求学生作为课后练习，自觉完成。3.每位同学准备一个谈判案例并进行技巧分析，在每次上课时进行课堂演示。,成绩构成,期末成绩占60%A平时成绩占40%章节书面作业60%课堂案例演示20%课堂纪律10%课堂问答10%,Introduction,IntroductiontoNegotiation,IntroductiontoNegotiation,DefinitionsofNegotiationFeaturesofNegotiationNegotiationStylesNegotiationElementsHomework,DefinitionsofNegotiation,NegotiationderivesfromtheLatininfinitivenegotiarimeaning“totradeordobusiness”.Theverbitselfwasderivedfromnegaremeaning“todeny”andanounotiummeaning“leisure”.Thus,theancientRomanbusinesspersonwould“denyleisure”untilthedealhasbeensettled.,DefinitionsofNegotiation(Cont.),Negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant.Wheneverpeopleexchangeideaswiththeintentionofchangingrelationships,whenevertheyconferforagreement,thentheyarenegotiating.,CaseOne,一个被单独囚禁的囚犯整日无所事事。一天，他忽然闻到一种万宝路的香烟味道。他很喜欢这种牌子的烟。原来门廊的卫兵正在吸烟，钩起了他的烟瘾。他用手指轻轻的敲了敲门。卫兵走过来傲慢的说：“你要干什么？”囚犯答道：“请给我一只烟，就是你抽得那种万宝路。”卫兵感到很惊异，囚犯还要抽烟，真是异想天开。他嘲弄的哼了一声，就转身走开了。Isthisanegotiation?Isthisasuccessfulnegotiation?,CaseOne-FurtherStory,囚犯又用手敲了敲门，这次他态度威严。那个士兵吐出一口烟雾，恼怒的扭过头问：“你又想干什么？”囚犯回答：“对不起，请你在30秒之内给我一只烟；否则我就用头撞着混凝土墙，直到撞得自己血肉模糊，失去知觉为止。当我醒来时，我就说是你干的。也可能当局不相信我。但是，你必须出席每一次听证会，不断证明你是无辜的，你必须填写各种报告所有这些都是因为你拒绝我一只劣质的万宝路！就一只烟，我保证不再给您添麻烦了。”结果卫兵从小窗里给他递了一只烟，并替他点上。,Isthisasuccessfulnegotiationfortheprisoner?Howdidtheprisonerachievehispurposethroughnegotiation?,FeaturesofNegotiation,Negotiationisforsomepurpose：motiveofnegotiationbetweentwoormoreparties：1.thereissomethingyouwantfromothers2.aprocessofinformationtransfer3.unpredictabilityoftheresultTheresultisbasedonfreewilloftheparties:theartofpersuasion,MotiveofNegotiation,Needsandwantsarethemotivefornegotiation.Needsfromtheotheristhemotiveofnegotiation.Themoreyouropponentwantsfromyou,themorelikelyyouwillsucceed.AnalysisofCaseOne:Initially,theneedforacigaretteurgedtheprisonertonegotiate,buttheguardhasnoneedfromtheprisoner,soherefusedtonegotiate.Inordertoachievehispurpose,theprisonercreatedaneedfortheguardtonegotiatewithhim.,FundamentalReason,Fundamentalreason:scarceresourcesWhydidIsraelnegotiatewithEgypt?WhydoesforeigncompanynegotiateoverinvestmentorcooperationcontractwithlocalChinesecompanies?Whydopeopletrade?Whydoemployeesnegotiateoversalarywiththeboss?Conflictoccurswhentwoormorepeoplecompeteoverlimitedresources.Whatisconflict?Whatarethefeaturesofconflict?,Conflict,AConflictisadispute,disagreementorargumentbetweentwoormoreinterdependentpartieswhohavedifferentandcommoninterest.ThreeessentialpointsInterdependentparties(relationshipdevelopedbyinterrelatedinterest)BothcommonanddifferentinterestsFightforonesowninterestsHowisthisprinciplereflectedinthecase?,Stakes,Stakesarethevaluesthatmaybegainedorlost,andcoststhatmaybeincurredoravoided.DisputableinterestsNofreelunch(oneforone)ComparisonofbenefitsCurrentinterestvs.long-terminterestWhataretheprisonersstake?Whataretheguardsstake?,Disputableinterests,Negotiatingpartieswilleithergaintheintereststheyexpecttowinfromthenegotiationorlosewhattheyhopetoattain,whichindicatesthatthetalksarepertinenttorelevantpartiesownaffairsandinterests.Onlywhenapartyhasstakesconnectedwiththeissuestobetalked,canitbecomeactivelyengagedinthenegotiation.,Nofreelunch,Inordertogetwhatisdesired,bothpartieshavetopayforthegainingateitherhighcostorlowcostdependingonhowwellnegotiatorsmanagethesituation.,Informationtransfer,Negotiationisbasedontheinformationflowbetweentwoormoreparties.Theinformationgapandunpredictabilityoftheotherpartymakesnegotiationpossible.Soinformationisanessentialelementinthesuccessofnegotiation.,CaseTwo,世界著名的迪斯尼公司在20世纪90年代遇到这样一件事情。公司耗资50亿美元在巴黎附近兴建的主题公园准备于1992年4月12日开张，工程结束前，建筑承包商却要求迪斯尼公司为工人的额外劳动追加近150万美元的工资。建筑承包商之所以在当时要钱，其奥秘不言自明。欧洲迪斯尼总经理称这一要求为敲诈，完全不与理会。,CaseTwo(cont.),但在第二次的交涉中，公司进一步了解到事态的发展过程，发现建筑商获得法国新闻界的支持，许多报纸公开报道并夸大宣传此事，一时间满城风雨。令迪斯尼公司更感到威胁的是，对方决定在主题公园的盛大开张日举行示威游行。认识到自己处于一个无法取胜的境况之后，迪斯尼公司立刻转变态度，声称将与对方全面协商，并很快付清了工人工资。,AnalysisofCaseTwo:,1.Thetwopartiesinformeachotheroftheiractionsandreactions,whichmakesnegotiationproceed.2.Theconstructioncompanygetstheessentialinformation:theopeningdateoftheDisneyPark.3.Informationtransfermethod:theuseofinformationbroadcastingtothemassaddsdangerforDisneyontheonehandandmakesDisneybelieveinhisdeterminationtoarrangeastrikeontheotherhand.,ArtsinNegotiation,1.Thereisnofixedmodeinnegotiation,andcreation,intelligenceandtacticsarerequiredinsuccessfulnegotiation.2.Artoflanguageuse3.Negotiationisaprocessofcommunication,soskillsincommunicationisfundamental.,Intelligence,20世纪60年代，杜戴拉拥有一家玻璃制造公司，但他一直渴望能进入石油业。当他得知阿根廷准备在市场上买2000万美元的丁二烯油气，他就到那里去看看能否获得合约，但他发现竞争对手是英国石油公司和壳牌石油公司。Undersuchcircumstance,whatmeasurecanyouthinkuptowinthiscontract?Whereshallwebeginwithinfindingsolutions?,当时他了解到阿根廷牛肉生产过剩，于是，他便对阿根廷政府说，“如果你们愿意向我买2000万美元的丁二烯油气，我将向你们采购2000万美元的牛肉。”阿根廷把这个合同给了他。Whatisthekeytohissuccessinthisnegotiation?,Intelligence(Cont.),杜戴拉然后飞到西班牙，那里有造船厂因无活可接而濒临倒闭，这令西班牙政府很头痛。杜戴拉政府对西班牙政府说：“如果你们向我买2000万美元牛肉，我就在你们的制造厂订造2000万美元的油轮”。然后，杜戴拉由飞到美国费城，对太阳石油公司的经理们说：“如果你们愿意租用我在西班牙造的2000万美元的油轮，我将向你们购买2000万美元的丁二烯油气。太阳石油公司同意了，而杜戴拉也由此进入石油界，成为委内瑞拉著名的石油大亨。,Intelligence(Cont.),Artoflanguageuse,1972年尼克松访华：江青见到尼克松的第一句话：“你为什么从前不来中国？”周总理见尼克松第一句话：“您从大洋彼岸伸出手来和我握手。我们已经25年没有联系了！”,Skillsincommunication,Howtocommunicateinawaytoachieveyourgoal?SkillfuluseoflanguageSettingofcommunicationCulturaldifferencesKnowledgeofyouropponentControlofpersonalemotionCreatinghumorousatmosphere,TypesofNegotiatingStyle,CompetitiveStyle竞争式谈判AccommodativeStyle通融式谈判AvoidingStyle回避式谈判CompromisingStyle妥协式谈判CollaborativeStyle合作式谈判,TotrytosplitthedifferenceorfindanintermediatepointaccordingtosomeprincipleTotrytofindthemaximumpossiblegainforbothpartiesbycarefulexplorationoftheinterestsofallpartiesandoftenbyenlargingthepie,Totrytogainallthereistogain,Tobewillingtoyieldallthereistoyield,Totrytostayoutofnegotiation,TypesofNegotiatingStyle,RevengefulStyle报复式谈判Self-injuriousStyle自损式谈判RevengefulandSelf-injuriousStyle报复和自损式谈判,TotrytoinjuretheotherToactsoastoinjureoneselfTotrytoinjuretheotherandalsoactsoastoinjureoneself,谈判类型,谈判的主要类型1.按谈判参与方的数量分:双方谈判、多方谈判2.按谈判议题的规模及各方谈判人员的数量分:大型谈判、中型谈判、小型谈判或者分为:小组谈判、单人谈判3.按谈判所在地分:主场谈判、客场谈判、第三地谈判4.按谈判内容的性质分:经济谈判、非经济谈判,谈判类型(续),5.按商务交易的地位分：买方谈判、卖方谈判、代理谈判6.按谈判的态度与方法分:软式谈判、硬式谈判和原则式谈判7.按谈判所属部门分:官方谈判、民间谈判、半官半