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1、Business Negotiation课程介绍教学目标：教学目标：1. 掌握商务谈判的理论基础（科学性）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）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，模拟谈判结合谈判理论，分析案例，模拟谈判教学安排教材：教材：余慕鸿、章汝雯余慕鸿、章汝雯. 商务英语谈判商务英语谈判. 北京：外语教学与研究出版社，北京：外语教学与研究出版社，2005. (主教材主教材)白远白远. 国际商务谈判国际商务谈判-理论案例分析与实践理论案例分析与实践. 北京：中国人民北京：中
2、国人民大学出版社，大学出版社，2002. (参考教材参考教材)安排：安排：1. 教材共七章，每章结束后布置书面作业一份。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。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。进行课堂演示。成绩构成成绩构成期末成绩占期末成绩占60%A平时成绩占平时成绩占40%课堂纪律课堂纪律20%课程表现课程表现20%测试测试60% IntroductionIntroduction to Negot
3、iationIntroduction to NegotiationDefinitions of NegotiationFeatures of Negotiation Negotiation StylesNegotiation Elements HomeworkDefinitions of NegotiationNegotiation derives from the Latin infinitive negotiari meaning “to trade or do business”. The verb it self was derived from negare meaning “to
4、deny” and a noun otium meaning “leisure”.Thus, the ancient Roman business person would “deny leisure” until the deal has been settled.Definitions of Negotiation (Cont.)Negotiation is the process we use to satisfy our needs when someone else controls what we want.Whenever people exchange ideas with t
5、he intention of changing relationships, whenever they confer for agreement, then they are negotiating. Case One 一个被单独囚禁的囚犯整日无所事事。一天，他忽然闻到一一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：过来傲慢的说：“你要干什么？你要干
6、什么？”囚犯答道：囚犯答道：“请给我一只烟，请给我一只烟，就是你抽得那种万宝路。就是你抽得那种万宝路。”卫兵感到很惊异，囚犯还要抽烟，真卫兵感到很惊异，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。是异想天开。他嘲弄的哼了一声，就转身走开了。Is this a negotiation?Is this a successful negotiation?Case One-Further Story 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：怒的扭过头问：“你又想干什么？你又想干什么？”囚犯回答
7、：囚犯回答：“对不起，请你在对不起，请你在30秒之秒之内给我一只烟；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，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。给您添麻烦了。” 结果卫
8、兵从小窗里给他递了一只烟，并替他点上。结果卫兵从小窗里给他递了一只烟，并替他点上。 Is this a successful negotiation for the prisoner? How did the prisoner achieve his purpose through negotiation?Features of NegotiationNegotiation is for some purpose：motive of negotiationbetween two or more parties：1. there is something you want from others
9、2. a process of information transfer3. unpredictability of the resultThe result is based on free will of the parties: the art of persuasion Motive of Negotiation Needs and wants are the motive for negotiation.Needs from the other is the motive of negotiation.The more your opponent wants from you, th
10、e more likely you will succeed. Analysis of Case One:Initially, the need for a cigarette urged the prisoner to negotiate, but the guard has no need from the prisoner, so he refused to negotiate.In order to achieve his purpose, the prisoner created a need for the guard to negotiate with him. Fundamen
11、tal ReasonFundamental reason: scarce resourcesWhy did Israel negotiate with Egypt?Why does foreign company negotiate over investment or cooperation contract with local Chinese companies?Why do people trade?Why do employees negotiate over salary with the boss?Conflict occurs when two or more people c
12、ompete over limited resources.What is conflict?What are the features of conflict?ConflictA Conflict is a dispute, disagreement or argument between two or more interdependent parties who have different and common interest. Three essential pointsInterdependent parties (relationship developed by interr
13、elated interest)Both common and different interestsFight for ones own interestsHow is this principle reflected in the case? StakesStakes are the values that may be gained or lost, and costs that may be incurred or avoided.Disputable interestsNo free lunch (one for one)Comparison of benefitsCurrent i
14、nterest vs. long-term interestWhat are the prisoners stake?What are the guards stake?Disputable interestsNegotiating parties will either gain the interests they expect to win from the negotiation or lose what they hope to attain, which indicates that the talks are pertinent to relevant parties own a
15、ffairs and interests.Only when a party has stakes connected with the issues to be talked, can it become actively engaged in the negotiation.No free lunchIn order to get what is desired, both parties have to pay for the gaining at either high cost or low cost depending on how well negotiators manage
16、the situation.Information transfer Negotiation is based on the information flow between two or more parties.The information gap and unpredictability of the other party makes negotiation possible.So information is an essential element in the success of negotiation.Case Two 世界著名的迪斯尼公司在世界著名的迪斯尼公司在20世纪世
17、纪90年代遇到这样年代遇到这样一件事情。公司耗资一件事情。公司耗资50亿美元在巴黎附近兴建的主题公亿美元在巴黎附近兴建的主题公园准备于园准备于1992年年4月月12日开张，工程结束前，建筑承包日开张，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商却要求迪斯尼公司为工人的额外劳动追加近150万美万美元的工资。建筑承包商之所以在当时要钱，其奥秘不言元的工资。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，完全不与自明。欧洲迪斯尼总经理称这一要求为敲诈，完全不与理会。理会。Case Two (cont.) 但在第二次的交涉中，公司进一步了解到事态的发但在
18、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。付清了工人工资。Analysis of Ca
19、se Two:1. The two parties inform each other of their actions and reactions, which makes negotiation proceed. 2. The construction company gets the essential information: the opening date of the Disney Park.3. Information transfer method: the use of information broadcasting to the mass adds danger for
20、 Disney on the one hand and makes Disney believe in his determination to arrange a strike on the other hand.Arts in Negotiation1. There is no fixed mode in negotiation, and creation, intelligence and tactics are required in successful negotiation.2. Art of language use3. Negotiation is a process of
21、communication, so skills in communication is fundamental.Intelligence 20世纪世纪60年代，杜戴拉拥有一家玻璃制造公司，但他一直年代，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，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。但他发现竞争对手是英国石油公司和壳牌石油公司。Under such circumstance, what meas
22、ure can you think up to win this contract?Where shall we begin with in finding solutions? 当时他了解到阿根廷牛肉生产过剩，于是，他便对阿根廷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，政府说，“如果你们愿意向我买如果你们愿意向我买2000万美元的丁二烯油万美元的丁二烯油气，我将向你们采购气，我将向你们采购2000万美元的牛肉。万美元的牛肉。” 阿根廷把这阿根廷把这个合同给了他。个合同给了他。What is the key to his success in this negotiation?
23、 Intelligence (Cont.)杜戴拉然后飞到西班牙，那里有造船厂因无活可接而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：班牙政府说：“如果你们向我买如果你们向我买2000万美元牛肉，我万美元牛肉，我就在你们的制造厂订造就在你们的制造厂订造2000万美元的油轮万美元的油轮”。然后，杜戴拉由飞到美国费城，对太阳石油公司的经然后，杜戴拉由飞到美国费城，对太阳石油公司的经理们说：理们说：“如果你们愿意租用我在西班牙造的如果你们愿意租用我在西班牙造的2000万万美元的油轮，我将向你们购买
24、美元的油轮，我将向你们购买2000万美元的丁二烯油万美元的丁二烯油气。气。太阳石油公司同意了，而杜戴拉也由此进入石油界，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。成为委内瑞拉著名的石油大亨。Intelligence (Cont.)Art of language use1972 年尼克松访华：年尼克松访华：江青见到尼克松的第一句话：江青见到尼克松的第一句话：“你为什么从前不来中国？你为什么从前不来中国？”周总理见尼克松第一句话：周总理见尼克松第一句话：“您从大洋彼岸伸出手来和我您从大洋彼岸伸出手来和我握手。我们已经握手。我们已经25年没有联系了！年没有联系了！”S
25、kills in communicationHow to communicate in a way to achieve your goal?Skillful use of language Setting of communication Cultural differences Knowledge of your opponentControl of personal emotionCreating humorous atmosphere Types of Negotiating StyleCompetitive Style 竞争式谈判Accommodative Style 通融式谈判Av
26、oiding Style 回避式谈判 Compromising Style 妥协式谈判 Collaborative Style 合作式谈判To try to split the difference or find an intermediate point according to some principle To try to find the maximum possible gain for both parties by careful exploration of the interests of all parties and often by enlarging the pi
27、e To try to gain all there is to gain To be willing to yield all there is to yield To try to stay out of negotiationTypes of Negotiating StyleRevengeful Style 报复式谈判 Self-injurious Style 自损式谈判Revengeful and Self-injurious Style 报复和自损式谈判To try to injure the otherTo act so as to injure oneselfTo try to
28、 injure the other and also act so as to injure oneself谈判类型谈判的主要类型谈判的主要类型 1. 按谈判参与方的数量分按谈判参与方的数量分: 双方谈判、多方谈判双方谈判、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、小型谈判大型谈判、中型谈判、小型谈判 或者分为或者分为: 小组谈判、单人谈判小组谈判、单人谈判 3. 按谈判所在地分按谈判所在地分: 主场谈判、客场谈判、第三地谈判主场谈判、客场谈判、第三地谈判 4. 按谈判内容的性质分按谈判内容的性质分: 经济谈判、非经济谈
29、判经济谈判、非经济谈判谈判类型(续)5. 按商务交易的地位分：按商务交易的地位分： 买方谈判、卖方谈判、代理谈判买方谈判、卖方谈判、代理谈判6. 按谈判的态度与方法分按谈判的态度与方法分: 软式谈判、硬式谈判和原则式谈判软式谈判、硬式谈判和原则式谈判7. 按谈判所属部门分按谈判所属部门分: 官方谈判、民间谈判、半官半民谈判官方谈判、民间谈判、半官半民谈判8. 按谈判的沟通方式分按谈判的沟通方式分: 口头谈判、书面谈判口头谈判、书面谈判9. 按谈判参与方的国域界限分按谈判参与方的国域界限分: 国内谈判、国际谈判国内谈判、国际谈判10. 按谈判内容与目标的关系分：按谈判内容与目标的关系分： 实质性
30、谈判、非实质性谈判实质性谈判、非实质性谈判Negotiating Styles VS Degrees of ACAvoiding AccommodatingCompeting CollaboratingCompromising Cooperativeness assertivenessLow Low Med Med HighHighCompeting collaborating Compromising Avoiding Accommodating Appro -ach Press own goalsGet both concern outWork on a few itempostpone,
31、 delayAsk for others viewsissuesMerits of own positionIdentify issuesStay in stated boundsAsk/say little, withdrawAccept others goalsInfor-matio-nExaggerateShare informationGive some to get someDont appearBe tentative, modestdiffer -enceOverride others viewWork out differenceSplit differenceChange t
32、he topicconcedeStrate-gy Use subterfugeSeek options for joint satisfactionStay calmClaim limited authorityAvoid hurting feelingRelatio-nExploit vulnerability Trust otherModerately trustStraddle Seek harmonyNegotiation Elements谈判的基本要素谈判的基本要素 1. 谈判当事人谈判当事人 2. 谈判议题谈判议题 3. 谈判背景谈判背景谈判当事人台上当事人台上当事人主谈人和组长（
33、两职分离，两职合一）参谈人员（服从，创造性）台下当事人台下当事人领导人 （布阵，跟踪谈判进程，适当参与）辅助人员（自身要求，对台上人员要求）谈判议题首先是指谈判需商议的具体问题；其次按内容性质或重要程度可分为政治议题、经济议题、文化议题等或重大议题、一般议题等；再次各议题按纵向结构或横向结构又包含主要议题及其项下的子议题或以主要议题为中心的多项并列议题、复合议题等。谈判议题的最大特点：对于双方的共同性双赢。谈判背景首先是指谈判所处的客观条件；其次包括环境背景、组织背景、人员背景等方面；再次环境背景、组织背景、人员背景等每一方面又包括若干具体项目。Homework Search for a negotiation case that reflects certain negotiation tacticsa case that impresses you the most.Present your case to the class with analysis.
