教學(xué)課件·國際商務(wù)英語談判

1、Chapter 1 Basic Concepts of International Business Negotiation probe into the nature of negotiation know the elements of business negotiation familiar with the characteristics of business negotiation understand the goals of business negotiation master the definition of the business negotiation ident

2、ity the types of business negotiationLearning FocusSection ISection IISection IIISection IVSection V A Brief Introduction to Negotiation Definition and Characteristics of Business Negotiation Types and Content of Business Negotiation Goals of International Business Negotiation Practical Activities S

3、ection IGroup Discussion Lead-in 2. How did Kissinger make a ordinary youth become the son-in-law of the international financier and vice-president of Bank of Israel?1. Why is the title “Kissinger: diplomatic matchmaker”?3. What do you learn from this story?Lead-inCase StudyA brief introduction to n

4、egotiationSection IDefinition and Characteristic of Business NegotiationSection II1. The definition of negotiation2. The correct understanding of negotiation Section I A brief introduction to negotiation What do your know about negotiation? （1）As for so many different definition of negotiation， coul

5、d you summarize your understanding of the negotiation in your own words?（2）According to the textbook, what is negotiation?（3）Why do people negotiate each other anytime and anywhere?（4）Do you think negotiation is the win-lose game ? Why?Section （1）As for so many different definition of negotiation, c

6、ould you summarize your understanding of the negotiation in your own words? Their answers are supposed to include these key elements: 1 negotiation is a mean; process or discussion of some kind; 2 negotiation takes place between two or more people; 3 negotiation is used to solve problem or conflicts

7、; 4 people negotiate each other in order to achieve their own aim.（2）According to the textbook, what is negotiation? In simplest terms, negotiation is a discussion between two or more disputants who are trying to work out a solution to their problem. Negotiation is a mean of dealing with human relat

8、ionship and resolving conflicts. If everyone, an individual or a company had every-thing they wanted, there would be no particular reason to negotiate, bargain, or collaborate in decision-making. But in the real world, we dont have everything，and the resources we control or influence do not serve al

9、l of our interests. Unless we can find and reach an agreements with parties who can respond to our interests, our needs will not be satisfied. So negotiations take place in our daily lift, anywhere and anytime, and everything is negotiable. （3）Why do people negotiate each other anytime and anywhere?

10、 The nature of negotiation is that it is not about winning or losing. It is about striking a deal which is satisfactory to both sides. There is no right or wrong position in negotiation, so ignore bargaining over positions. A good outcome in negotiation is one in which both sides win. Of course, you

11、r efforts should be directed towards ensuring that it is more satisfactoryto your side than to the other. （4） Do you think negotiation is the win-lose game? Why?2.The Correct Understanding of Negotiation（1）What is the conflict of negotiations? Section A conflict is a dispute, disagreement or argumen

12、t between two or more interdependent parties who have different and common interests. A conflict can block each others ability to satisfy their interest. （2）What are the stakes of negotiations? 2.The Correct Understanding of Negotiation Stakes are the value of benefits that may be gained or lost, an

13、d costs that may be incurred or avoided. Stakes are compared to the status quo, options and alternatives, and are expressed as interests, which can be long term or underlying desire and issues articulated for negotiation. （1） It is an element of human behavior and depends on communication, that is,

14、it occurs between individuals; （2） It takes place only over negotiable issues; （3） It takes place only between people who have the same interest; （4） It takes place only when negotiators are interested not only in taking but also in giving; （5） It takes place only when negotiating parties trust each

15、 other to some extent. 3. Elements of Negotiation 3. Elements of Negotiation In negotiations, what should both parties know? （1）why they negotiate; （2） who they negotiate with; （3） what they negotiate about; （4） where they negotiate; （5） when they negotiate; （6） how they negotiate.Language points （1

16、）Negotiation is a discussion intended to produce an agreement; a treating with another respecting sale or purchase; a transaction of business between nations; the mutual intercourse of governments by diplomatic agents, in making treaties, composing difference, etc . 談判是達(dá)成共識的一種商討；是與他人在買賣方面的協(xié)商；是國家之間的一

17、種商業(yè)交易；是通過外交人員政府所進(jìn)行的相互交流以簽訂條約，解決爭端等。 (2) Negotiation is an ancient art. It is a form of decision-making where two or more parties approach a problem or situation wanting to achieve their own objectives, which may or may not turn out to be the same. 談判是一種古老藝術(shù), 是談判雙方或多方為獲取各自不同目標(biāo)或共同目標(biāo)所需要解決的問題或改變某種局面的一種決

18、策形式。 (3) In simplest terms, negotiation is a discussion between two or more disputants who are trying to work out a solution to their problem. Negotiation is a mean of dealing with human relationship and resolving conflicts. 簡而言之，談判是在兩個(gè)或兩個(gè)以上的試圖解決問題的爭論者之間的討論. 談判是處理人們之間關(guān)系或者解決爭端的一種方式。 (4) Negotiation i

19、s the process we use to satisfy our needs when someone else controls what we want. 談判是當(dāng)我們所需被別人掌控時(shí)，我們用此來滿足自身需要的過程。 (5) Most of us do tend to think of negotiation in terms of win/lose scenarios. 我們大多數(shù)人把談判視為一種輸贏的競技活動。Language points (6) Elements of Negotiation It is an element of human behavior and dep

20、ends on communication, that is, it occurs between individuals; 談判是人類行為的重要組成部分。他依靠交流的方式作用于多者之間 It takes place only over negotiable issues; 談判僅適用于可磋商的問題。 It takes place only between people who have the same interest; 談判僅適用于有相同利益的人們之間。Language points It takes place only when negotiators are interested

21、not only in taking but also in giving; 談判不僅意味著獲得也意味著給予 It takes place only when negotiating parties trust each other to some extent 就某種程度上講，談判依賴于彼此的信賴。 (7) Successful negotiations are not sensational. Both parties must feel as though they have gained something, even if one side has to give up a grea

22、t deal. 成功的談判不能夾雜個(gè)人感情，盡管有一方得到的少一些，但雙方都必須有所收益。Language points Section 2. Definition and Characteristic of Business NegotiationText123456The Definition of Business NegotiationThe Features of business negotiation Elements of Business Negotiation Types of Business Negotiation Goals of international busi

23、ness negotiation Case StudySection 2. Definition and Characteristic of Business NegotiationI. The definition of business negotiation（1）Business negotiation is a bargaining situation in which two or more players have a common interest to cooperate, but at the same time have conflicting interests over

24、 exactly how to share.Section 2. Definition and Characteristic of Business NegotiationI. The definition of business negotiation（2）Business negotiation is a consultative process between governments, trade organizations, multinational enterprises or private firms. In short, it takes place between two

25、or more business individuals or organizations, that is, between the buyers and the sellers, while negotiation takes place between two or more individuals or organizations.Section 2. Definition and Characteristic of Business NegotiationII. The Features of business negotiation（1） Negotiation is at the

26、 heart of every transaction and, for the most part, it comes down to the interaction between two sides with a common goal (profits) but divergent methods.（2）These methods (the details of the contract) must be negotiated to the satisfaction of both parties. It can be a very trying process with confro

27、ntation and concession.（3）Both parties share open information. （4 ）Both sides try to understand each others point of view.Section 2. Definition and Characteristic of Business NegotiationIII. Elements of Business Negotiationthe elements of negotiation： 1) It is an element of human behavior and depend

28、s on communication, that is, it occurs between individuals; 2) It takes place only over negotiable issues; 3 ) It takes place only between people who have the same interest; 4) It takes place only when negotiators are interested not only in taking but also in giving; 5) It takes place only when nego

29、tiating parties trust each other to some extent. Section 2. Definition and Characteristic of Business NegotiationIII. Elements of Business Negotiation In negotiations, what should both parties know? （1）why they negotiate; （2）who they negotiate with; （3）what they negotiate about; （4）where they negoti

30、ate; （5）when they negotiate; （6）how they negotiate. 3. Case Study Read the table carefully and analyze the stakes and possible conflicts of both parties. (1) According to final agreement between China and US, foreign banks will enjoy national treatment 5 years after China becomes a member country of

31、 WTO, which means foreign banks will be allowed to do RMB business with Chinese enterprises 2 years later and with citizens 5 years later. Regional limitation to foreign banks will be eliminated in 5 years.(2) China has promised to lower tariff on auto and auto parts to 25% 6 jointing WTO years afte

32、r. 1.Common Types of Business NegotiationClassification by formsCompetitive style (競爭式談判)To try to gain all there is to gainAccommodative style (通融式談判)To be willing to yield all there is to yield Avoidance style (回避式談判)To try to stay out of negotiationCompromising style (妥協(xié)式談判) To try to split the d

33、ifference or find an intermediate point according to some principle Section IIICollaborative style (合作式談判)To try to find the maximum possible gain for both partiesby careful exploration of the interests of all parties-and often by enlarging the pieVengeful style (報(bào)復(fù)式談判)To try to harm the otherSelf-i

34、nflicting style (自損式談判)To act so as to harm oneselfVengeful and self-inflicting style (報(bào)復(fù)和自損式談判)To try to harm the other and also oneself Language points（1）In general, business negotiation is one of the important steps taken towards completing import and export trade agreements. 一般而言，商務(wù)談判是全面達(dá)成進(jìn)出口貿(mào)易協(xié)

35、議而采取的重要步驟之一。 (2) It is a bargaining situation in which two or more players have a common interest to cooperate, but at the same time have conflicting interests over exactly how to share. 談判是一個(gè)由雙方或者多方進(jìn)行的討價(jià)還價(jià)的過程，他們?yōu)榱斯餐睦骈_展合作，但同時(shí)又在具體如何合作等問題上存在利益沖突。（3）Thats, the players can mutually benefit from reachi

36、ng an agreement on an outcome from a set of possible outcomes, but have conflicting interests over the set of outcomes. 也就是說，當(dāng)時(shí)各方均能夠從可能達(dá)成的某項(xiàng)協(xié)議中相互受益。（4）The main problem that confronts the players in a bargaining situation is the need to reach an agreement over exactly how to cooperatebefore their act

37、ual cooperation. 在討價(jià)還價(jià)的過程中，當(dāng)事人所遇到的主要問題是究竟如何在實(shí)際開展合作之前就合作的方式達(dá)成協(xié)議。Language points（5）Negotiation is a social phenomenon and a special embodiment of human relations. 談判是一種社會現(xiàn)象，是人與人之間關(guān)系的特別體現(xiàn)。（6） Due to mutual contact, conflict and differences in viewpoints, needs, basic interests and action mode, both par

38、ties try to persuade the other party to understand or accept their viewpoints and to satisfy their own needs. 由于雙方磋商中的接觸、沖突、不同觀點(diǎn)、需要、根本利益和行為模式的原因，雙方都試圖勸對方了解或接受自己的觀點(diǎn)以達(dá)到自己的目的。 (7) Negotiation is at the heart of every transaction and, for the most part, it comes down to the interaction between two sides

39、 with a common goal (profits) but divergent methods. 談判是交易的核心, 通常是雙方為了共同的目標(biāo)(利潤) 以不同的方式進(jìn)行交流。Language points（8）It can be a very trying process with confrontation and concession. 這是一個(gè)既對立又要讓步的過程。 (9) Both parties share open information. In this case, both sides sincerely disclose them and listen to the

40、others objectives in order to find something in common. 雙方要介紹各自的一些情況。在這方面，雙方應(yīng)真誠的展示產(chǎn)品、認(rèn)真傾聽對方的目的，以求達(dá)成共識。Language points(10) Both parties know that they have common and conflicting objectives, so they try to find a way to achieve common and complementary objectives acceptable to them both. 雙方在了解彼此的共同目標(biāo)

41、和差異后，要試著尋找一條途徑彌補(bǔ)差異，最終達(dá)到雙方都可接受的目的。(11) Theres no such thing as take it or leave it in international business. 國際商務(wù)中不存在“要么擁有，要么舍棄”的事物。(12) International business negotiation is known as the zero-sum game. One sides gains are directly the other sides losses. 國際商務(wù)談判好似一種零和游戲。一方的收益直接為另一方的損失。Language point

42、s Section Goals of International Business Negotiation Mini Negotiation Task 1 Task 2Mini Negotiation 1. Ive been calling your office and sending you proposals, and youve never responded before. 我打電話、寄商業(yè)提案給你，你從來沒有回復(fù)過。2. as you probably know I buy from a selected group of suppliers and dont, as a rule

43、, deal with new people. 你應(yīng)該知道我一向都和固定的供貨商下單，照慣例，我不和不熟的人做生意。3. Once I start a sales relationship with someone, I stay with him or her, 一旦建立了銷售關(guān)系，我就會持續(xù)下去Section VMini Negotiation4. As long as you honor them, we do business. 只要你遵守了這些規(guī)定，我們就可以做生意。5. I know you work for someone else, but as your client, pl

44、ease, we have to get this straight between us. Im your client, not your company. As your client, I expect you to be square with me at all times. Can you do that? 我知道你在為別人做事，但身為你的客戶，麻煩你，我們必須先把話說清楚。我是你的客戶，不是你的公司。身為你的客戶，我希望你隨時(shí)對我坦誠，這點(diǎn)你做得到么？Task 1Reference: B= Blair, Z= ZhangB: What do you have there, Mr

45、. Zhang?Z: Some of our new products. Would you like to have a look at the patterns?B: Yes, pleaseZ: Here they are, Mrs. BlairB: I like this printed poplin. How much is it a yard?Z: 45 pence per yard, CIF London.B: Your price is higher than I can accept. Could you come down a little?Z: What would you

46、 suggest?B: Could you make it 40 pence per yard, CIF London?Z: Im afraid we cant. This is the best price we can quote.B: lets leave that for the time being.Z: Are you interested in our pongee? Task 1B: Yes. Please show me the latest product?Z: Here it is.B: the quality is very good. But nowadays nyl

47、on is pushing this material out.Z: I dont think so. We have sold a lot this mouth.B: Well, anyway, Ill book a trial order. The price?Z: Same as we offered last time.B: What about the quantity?Z: 200 pieces for September shipmentB: All right. Ill take the lot.Z: How about printed poplin, then? Task 1

48、B: theres still a gap of 5 pence. Will you give me a trade discount?Z: Sorry. Can we meet each other half way?B: What do you mean?Z: Lets close the deal at 43 pence per yard, CIF LondonB: You drive a hard bargain, but Ill accept this time.Z: We will provide good service and qualityB: That will be de

49、eply appreciated.Z: Shall I make out the contract for you to sign tomorrow? B: Fine. Principles of Business NegotiationChapter 2 Learning Focus12345Master the basic principles of negotiation Master the Principle of Collaboration Negotiation Master the Principle of Trust in NegotiationMaster the Prin

50、ciple of Interest DistributionMaster the Win-Win PrincipleLead-in：Case Study1.What is the dispute between the Chinese manufacturer and American importer?2. For this dispute, what is the position of the Chinese manufacturer? and American importer?3. How to solve this conflict?4. What do you learn fro

51、m this case?1. Negotiation takes place within the context of Common Interests ，Conflicting Interests, Compromise and Criteria or Objectives.2. In modern negotiation, equality and mutual benefit is a very basic principle.3. Negotiation takes place within the context of an environment composed .Sectio

52、n I1.What is the important things of Business Negotiation?4. Negotiators must develop a broad perspective that includes the larger context within which they negotiate.5. Over time, the four Cs change and the information.6. The unique characteristic of international versus domestic business negotiati

53、onsSection I1.What is the important things of Business Negotiation?2.The four components of business negotiationSeparate the People from the ProblemDevelop empathy: We put ourselves in their shoes; We avoid blaming them for our problems; We help them participate in the process.Manage emotions: We al

54、low them to let off steam;We do not overeact to emotionalout burstsCommunicate:We listen and summarize what we hear;（2）Focus on Interests, not Positions Identify the self-interests： Explore and recognize the interests of the other party that stand in your way；Examine the different interests of diffe

55、rent people on the other side；Respect your counterparts as human beings and recognize ； Be specific. Demonstrate your understanding of the other partys interests ； Discuss the problems before proposing a solution： Direct the discussion to the present and the future；Be concrete but flexible；Be hard o

56、n the problem but soft on the people.2.The four components of business negotiation(3) Invent Options for Mutual Gain There are four major obstacles that prevent negotiators from creative thinking: premature judgment; searching for the single answer; the assumption of a fixed pie; thinking that “solv

57、ing their problem is their problem”.(4) Introduce Objective Criteria When the two sides can not decide which option is reasonable and rational, looking for an objective criterion will be a way out.The guidelines for objective criteria are: Independent of wills of all parties. Legitimate and practica

58、l. Acceptable for all parties.Language Points1) Negotiation takes place within the context of the four Cs, that is, Common Interests (something to negotiate for), Conflicting Interests (something to negotiate about), Compromise (give and take on points), and Criteria or Objectives (determining the o

59、bjective and the criteria for its achievement). 談判進(jìn)行的前提是4C, 也就是共同利益 （談判的目標(biāo)），沖突利益 （談判的內(nèi)容），妥協(xié)（繼續(xù)談判的點(diǎn)）， 以及標(biāo)準(zhǔn)和目標(biāo)（確定最終實(shí)現(xiàn)的目標(biāo)和標(biāo)準(zhǔn)）。2) In modern negotiation, equality and mutual benefit is a very basic principle 在當(dāng)代商務(wù)談判中，平等互利是最根本的原則。3) Such perspective is developed through answering such questions as “Beside

60、s the factors directly related to the ongoing negotiation, what other developments influence the approach to negotiation of the opposite group and of various levels of the organization we represent?” 這種觀點(diǎn)是通過回答這些問題得以發(fā)展的，比如：“除了與正進(jìn)行的談判直接相關(guān)的因素外，還有什么其他的事態(tài)的發(fā)展影響了對方組織的談判方法和我們所代表的組織的各個(gè)級別談判的方法？”Language Point