商務英語談判Fourppt課件

1、Strategies and Tactics of Business Negotiation 外語教學與研究出版社外語教學與研究出版社 lStrategies lThe overall plan used to gain advantage over the opponent or achieve some end. lThe purpose of strategic planning is to spell out what has to be done to produce a favorable final agreement. lTactics lThe means by which

2、the strategic objective is achieved. lTactics refers to the game plays that may be used to gain specific advantages during the course of the negotiation. 外語教學與研究出版社外語教學與研究出版社 lOffensive strategylBe used to take the initiativelDefensive strategylTo observe and wait lNeutral strategy lThe seller 外語教學與

3、研究出版社外語教學與研究出版社 lThe correct position for the seller is to rest its case and adopt a defensive offensive posture until such time as the buyer is able to demonstrate the proposal is unreasonable. lA neutral posture means that the seller can take action to counter-attack the buyer by moving to the off

4、ensive as the need arises.lThis particular posture forces the buyer into the position of having continuously to prove that the seller is wrong. lOnce the seller submits his proposal, the buyer is constrained to three options only. 外語教學與研究出版社外語教學與研究出版社 lKnowledge of the reality is essential for strat

5、egy selection.lRead the questions and decide what do they entail? Defensive, offensive or neutral strategy? 外語教學與研究出版社外語教學與研究出版社 lOffensive Tactics lDefensive tactics 外語教學與研究出版社外語教學與研究出版社 lProbing lto gain information before major attacklSpecific lto force an admission based on the information gaine

6、d lAttacking lYes-or-no questions 外語教學與研究出版社外語教學與研究出版社 外語教學與研究出版社外語教學與研究出版社 lIn Sino-US negotiation on intellectual property right, the US took a very aggressive stance as always. It threatened China GATT entry blockage and economic sanction. lThe Chinese chief negotiator took a tit for tat strategy

7、. She pointed out the US refused to recognize Chinas unprecedented achievement in intellectual property protection, and attempted to frustrate Chinas efforts to join the organization employing the IPR issue as a lever. lAnd the day of the US announcement of its sanction list would be the moment of C

8、hinas declaration of its retaliation measures. 外語教學與研究出版社外語教學與研究出版社 lOn December 31, 1994, merely one hour after the US revealed its sanction list of $2.8 billion worth of Chinese goods, China announced its retaliation list. lIt included 100% tariff on US-made electrical game machines, game cards, c

9、assette tapes, laser disks, cigarettes, wine, cosmetics and other range of US goods imported into the Chinese market; suspension of the approval of US companies opening subsidiaries in China. 外語教學與研究出版社外語教學與研究出版社 lOn January 18,2019, the US and China reopened the negotiation. On February 4, the US r

10、educed its sanction to $1.08billion,while china remained the same.lThe us sanction would be implemented on February 26, on which day Chinas retaliation would also go into effect. lFinally on the night of the last day of the US sanction deadline, on February 26, the US and China eventually reached an

11、 agreement on IPR protection, narrowly averting a trade war. 外語教學與研究出版社外語教學與研究出版社 lOne party will over emphasize the apparent importance to his securing a particular point when his real objective is the direct opposite. lCase study 外語教學與研究出版社外語教學與研究出版社 l若干年前，我國臺灣勞工運動方興未艾之際，臺南某地一個機械廠打算拆遷工廠投資大陸時遇到很大的麻

12、煩。員工拒不接受廠里提出的條件，他們態(tài)度強硬的拉起白布條，圍廠靜坐抗議，并提出兩項要求：一是加薪30%；二是改進員工福利。并揚言資方如不妥協(xié)，大家走著看。造成員工如此堅決對抗的原因是他們擔心廠里將主要資金投向大陸，員工都會被辭掉。 外語教學與研究出版社外語教學與研究出版社 l機器是工廠的命脈，資方唯恐員工做出報復行為，因此找來一位專家，由他代表資方出面談判。討價還價后，勞方同意給業(yè)主一星期考慮。l資方利用這段時間，積極部署，聯(lián)絡貨柜車，貨運船期，準備扭轉局勢。l一個星期以后，雙方再度磋商，資方暫且答應勞方開出的價碼，并且為了顯示其誠意，將于次日招待全體員工到我國臺灣溪頭旅游。 外語教學與研究出

13、版社外語教學與研究出版社 l當游覽車將興高采烈的員工送走之后，大卡車便緩緩駛入，資方很快把機器轉運到大陸。l四天之后，員工度假回來，工廠已空無一物，員工已失掉與資方談判的主要籌碼。而資方提出協(xié)助專業(yè)及依照勞動法遣散的做法都有理有據，一場僵持不下的勞工糾紛就這樣落下帷幕。 外語教學與研究出版社外語教學與研究出版社 lUse national laws and regulations, standard negotiating procedures of the company, instructions from a superior, previous precedents etc, to p

14、ersuade the opponent of the truth of the statements.lWhen the commitments are of different rank, the higher will normally prevail.， 外語教學與研究出版社外語教學與研究出版社 lA. Agree that a state of deadlock exists; lB. Step out of the role of negotiators;lC. Study the problem objectively; lD. Seek the right answer; lE

15、. Agree on the right answer; lF. Return to the role of negotiators and see if the right answer offers acceptable solutions. 外語教學與研究出版社外語教學與研究出版社 lIt is a method of challenging the validity of a proposal. lA contextual irregularity is some factor in the negotiation that arouses suspicion, or appears

16、to be incorrect, given the overall context of the transaction. lThe term “discrepancy” specifically refers to inconsistencies associated with the prices or numbers that appear in a sellers proposal. lIn this way, you can make the other party appear unreasonable. 外語教學與研究出版社外語教學與研究出版社 lAggressive nego

17、tiators attack frontally and generally.lThey use the other partys belief in their own strength against them. 外語教學與研究出版社外語教學與研究出版社 lPresenting argumentslThe valid reason must be put into some kind of order. lThe best alternativeltender business lPromise lIf you can deliver the equipment by May 1st, w

18、e will make another order right away. 外語教學與研究出版社外語教學與研究出版社 lMinimum response and pretended misunderstanding lThe most effective defensive tactic in negotiation is to say just enough to compel the other side to go on talking.lThe more they talk, the more they reveal. 外語教學與研究出版社外語教學與研究出版社 lTroubling s

19、ilencelUsed when one party is highly emotional, or their approach is threatening or extremely demanding.lSometimes silence is regarded as disapproval; but since no specific disapproval is voiced, it cannot be treated as an attack. lActive Listening lThe listener may actually be able to get a clearer

20、 picture of the other partys ideas; lthe discipline of focusing on other opinions can also give the listener the chance to reflect on the process and strategy. 外語教學與研究出版社外語教學與研究出版社 美國商人麥克美國商人麥克. .麥高梅一直試圖說服勞力士表廠的全麥高梅一直試圖說服勞力士表廠的全球總裁安德瑞球總裁安德瑞漢納格贊助溫布爾登網球賽一個先進的漢納格贊助溫布爾登網球賽一個先進的電子計分和計時系統(tǒng)。電子計分和計時系統(tǒng)。但是，這位總

21、裁卻認為，贊助運動鐘表是大眾市場但是，這位總裁卻認為，贊助運動鐘表是大眾市場手表制造商的事。而麥克清楚，要說服這位總裁，最后手表制造商的事。而麥克清楚，要說服這位總裁，最后的辦法就是讓他親自到賽場來，領略網球賽那種古典、的辦法就是讓他親自到賽場來，領略網球賽那種古典、優(yōu)美的環(huán)境，熱烈的競賽氣氛和這個特殊地方的美麗迷優(yōu)美的環(huán)境，熱烈的競賽氣氛和這個特殊地方的美麗迷人之處。果然，這位總裁坐在皇家包廂里，邊喝茶邊欣人之處。果然，這位總裁坐在皇家包廂里，邊喝茶邊欣賞大賽時，一直表現出十分滿意的情形，當一場比賽結賞大賽時，一直表現出十分滿意的情形，當一場比賽結束，這位總裁向麥克打了個輕緩的手勢，說：束，

22、這位總裁向麥克打了個輕緩的手勢，說：“這，就這，就是勞力士。是勞力士?！?外語教學與研究出版社外語教學與研究出版社 lused to avoid being offensive.lThe affirmative part creates cooperative and appreciative effect.lThe negative part identifies some reasons that prevent the negotiator from doinglThis makes the refusal inoffensive. 外語教學與研究出版社外語教學與研究出版社 l If t

23、he opponent uses questions as offensive tactics, the partys correct response is the counter questions. lThe questions are designed to compel the opponent to limit the scope of his inquiry and to reveal more of his own position. 外語教學與研究出版社外語教學與研究出版社 lDefinition lA straw issue is one that is of no val

24、ue to one party in itself.lIt is raised with the intention to be lost, thus provides the opportunity for the party to secure a genuine concession from the opponent in return. lThe use of straw issueslIncluding one or more straw issues in his initial demands.lThe party must view the problem through the eyes of his opponent in deciding what to select as a straw