商务谈判复习.docx
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商务谈判复习.docx
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商务谈判复习
谈判术语
BATNA是"谈判协议最佳替代方案(BestAlternativetoaNegotiatedAgreement)
ZOPA可达成协议的空间"(ZoneofPossibleAgreement)
最优化值(Optimizingvalue)
帕累托理想值"(ParetoOptimality)
明显撤出(Apparentwithdrawal)
欺骗(Bluffing)
最后期限(Deadlining)
转移注意力/制造假象(Diverting/Feinting)
顽固的谈判对手(Die-hardBargainers)
忍耐(Forbearance)
一体化谈判/双赢谈判(合作谈判)(IntegrativeNegotiation/Win-winnegotiation)
利益(Interests)
多方谈判(MultipartyNegotiation)
多阶段交易/未来交易(MultiphaseTransactions/FutureDealings)
自然联合体(NaturalCoalition)
可协商的问题(NegotiableIssues)
谈判人员的两难困境(Negotiator'sDilemma)
参数(Parameters)
成见(PartisanPerception)
立场(Positions)
吹嘘(Puff)
保留价格/免谈价格(ReservationPrice/Walk-away)
共享利益(SharedInterest)
单一问题联盟(Single-issueCoalition)
战略(Strategy)
战术(Tactics)
折衷方案(Tradeoff)
试验气球(TrialBalloon)
变动幅度(WiggleRoom)
成功者的咒语(Winner'sCurse)
零和谈判/分配式谈判(输赢谈判,两分法谈判)(Zero-sumNegotiation/DistributiveNegotiation)
Chapter1
ContentsforPreparation谈判准备五部曲
1.macroandmicroinformationtoberesearched
2.objectivesandtargetstobeachived
3.strategiestobechoosedandagendatobeset
4.locationswherenegotiationstobeconducted
5.negotiationteammemberstobeinvolved
信息调研四方面:
1)Informationonrelatedenvironmentalfactors
Thepoliticalstate,Religiousbelief,Thelegalsystem,Businessconvention,Socialcustoms,Financialstate,Infrastructureandlogisticssystem,Climatefactor
2)Knowledgeoftheopponent
Natureofthecompany,Developmenthistory,Financialandcreditstatus,Featuresofitsproducts,
Worldmarketshares,Productionandsupplycapacity,Pricelevels,Preferredpaymentterms,Negotiationtargetsorobjectives,Natureofthecompany,Creditstatusandfinancialstatus,Individuals
3)Knowledgeofcompetitors
Supplyofanddemandfortheproducts,Informationaboutsimilarproducts,Technologicaldevelopmenttrends,Productioncapacity,Operationalstates,Marketsharesofthemajorproducers,Salesforces,Pricelevels,distributionchannels,competitionandrelationshipbetweenoramongrivals
4)Knowledgeofoneself
capacitiesandabilitiestosupply,operationalconditions
Informationonrelatedenvironmentalfactors
●Thepoliticalstate
●Religiousbelief
●Thelegalsystem
●Businessconvention
●Socialcustoms
●Financialstate
Natureofthecompany(sixtypes)
1.Multinationalcorporations(MNC)withagoodreputation
2.Businesspersonswithacertainlevelofreputationwithstrongcapitalandmarketshare
3.Businesspersonsenjoyingnofameatall,yetqualified
4.Fundlesscompanies,referringtothoseactingasmiddlepersons
5.Businesspersonsdealingoutsidetheircompaniespurviewand/oractingillegally
6.Tricksters
Question:
Howtocollectinformation?
1Directinvestigation
2Collectinginformationfromvariouspublications
3Collectinginformationfromrelatedorganizationsortradeactivities
4Searchinginformationfromtheinternet
Prioritizingone’sgoals
1.Importance
2.Linked
3.Makingconcessions
Threelevelsofgoals
●idealtarget
setapotentialgoal;setanegotiationzone
●realistictarget
makealleffortstoachieve
●minimumtarget
reservea“walkawaypoint”fornegotiators;
Choosingastrategy
●avoidance
●competition
●accommodation
●compromise
●collaboration
●(determinedbyfourfactors)
Settinganagenda
threesteps:
1Listallissuestobedebated
2Givetimeframestoeachissue
3Arrangeorderforthetopics
theorder:
谈判顺序1-4-3-2
1Theagendashouldbegiventotheotherpartyatleast3daysbeforeanegotiationstarts
4Leavesenoughmarginontheagenda
3Neverstartwithhard,neverendwithhard
2Marktimeforeachitem
●homecourt/venue
advantagesanddisadvantages
课后作业
II.Discussion
1.Studentsshouldidentify:
1.macroandmicroinformationtoberesearched
2.objectivesandtargetstobeachieved
3.strategiestobechosenandagendatobeset
4.negotiationteammemberstobeinvolved
5.locationswherenegotiationstobeconducted
6.Adjustingbasedonrealitybackedupbylearning
2.Forexample(studentswillfindtheirownexamples,butshouldidentify:
Atoy,cost 50yuan
idealtarget90yuan
minimumtargetorbottomline:
60yuan
realistictarget:
75yuan
3.Studentsshouldidentify:
Avoidance,Competition,Accommodation,Compromise,andCollaboration
Avoidanceisnon-negotiation.
Competitionisalsoknownasdistributiveorwin-losestrategy.
Accommodationis“Iloseyouwin”policy.
Compromiseisacombinationofcompetitionandaccommodation,twodistributivestrategies.
Collaborationisalsocalledintegrative,orwin-winstrategy.
IV.Casestudies:
Caseone:
Sino-Japanesenegotiations
1.WhatfactorplayedanimportantroleinconcludingthedealatthefiguregivenbytheChineseside?
PreparationplayedanimportantroleinconcludingthedealatthefiguregivenbytheChineseside.Beforethenegotiation,theChinesesidedevotedmuchenergytopreparationincludingdoingmarketresearch,gatheringinformation.Duringthenegotiation,theystillkeptacloselookatthechangingmarket,thereforetheyhadacarduptheirsleevefromthebeginningtotheendofthenegotiationsthatlaidafoundationforfurtherdiscussions,duringwhich,aseriesoftacticswerewiselyused.
2.WhattacticsdidtheJapanesesideuseinthefirstroundofnegotiation?
TheJapanesesideusedatacticoftrialballoonbymakinganofferat10millionJapaneseyen.Theirpurposesaretwofold:
iftheChinesesidedidnotknowtheinternationalmarket, theycantakeitasabasis,astartingpointfortheirbargaining,thentheycansurelymakelargeprofits.IftheChinesesidewon'tacceptit,theycanjustifythemselves.
3.WhydidtheJapanesesideturntointroductionoftheirproducts?
Bytalkingaboutperformance,andhighqualityoftheirproducts,theywantedtojustifytheirfirstofferinaroundaboutway.
4.WhattacticsdidtheChinesesideuseinrespondingtotheirintroductionoftheproduct?
Askwhileknowingtheanswer.
TheymeanttoshowthattheChinesesideknowquiteclearlyaboutthemarket,thattheJapanesearenottheonlysupplier,andthattheChinesesidehastherighttomakeachoice.
5.Howdoyoulookattheresultofthenegotiationtobothparties?
Tobothpartiestheresultofthenegotiationisawin-winnegotiation.Thesuccessofthisnegotiationreflectsbothcooperationandcompetitionbetweenthetwosides.TheChinesesidereachedthegoalofimportingqualityequipmentwithlimitedforeignexchangeonlyaftertworoundsoftalks.TheJapanesesideapparentlysoldgoodsatapricelowerthanthepriceofsalessoldtoothercountries.Buttheirprofitswerenotreducedbecauseoftheshorttransportationdistance,andtheircostsoftransportationandriskswerereduced.Theyadjustedtheirobjectiveingoodtime,andchosetoconcludethedealratherthanleavethisopportunitytorivals.
Casetwo:
Negotiatingabetterpackagewhenyoustartwork(这一部分是修改过的,要认真看看)
Youneedtodoyourresearchbeforeenteringthenegotiationsothatyou'resupportedbyaccurate,currentinformation.Firstly,youneedtogetthegeneralknowledgeofthemarketprice,thatisthegeneralwagelevel,ofthelaborlikeyou,especiallyintheparticularareawherethecompanyislocated.Thenyoualsoshouldfamiliarizeyourselfwiththecompanyitself,aswellastherangeofsalaryandbenefitoptionsthatarebeingoffered.Andasoneoftheapplicantsforthejob,maybeyoushouldbeawareofotherapplicants’askingpricefortheremuneration,thatistheBATNAofthecompany.
Ifyouareexpectingbetterpayment,knowinghowtoshowyoursellingpointsorspecialtieswhicharesuperiortoothercompetitorsisofgreatimportance.Youshouldmatchyouradvantageslogicallyandcloselywiththejobdescription,thustheemployermaybeattractedandofferyouhigherpay.
It’squiteimportanttosetcleargoalsinthepreparation.Basedontheaboveinformation,youneedtosetyourthreelevelsofgoals.Thegoalsshouldalsobeverycomprehensive,inotherwords,itshouldincludesboththesalaryandbenefits.Maybeitisnoteasytoaskforhigherpay,butyoucanaskforsomehousingallowance,telephoneallowance,ortravelallowance.Youmaybeabletotinkerwiththecombinationofbenefits,ifthesalaryisfixed.
Andthelastpointinthepreparationisyou’dbetterknowclearlyofthenegotiatingpowerofthecompanyandyourself.Combinedwithyourcareergoals,youneedtochooseawisestrategywhennegotiatingwiththecompany.Thatistosay,ifitisaquitefamousandpowerfulcompany,asanordinaryapplicant,maybeyoujustwanttohavethechancetoenterintothecompanytoenrichyourworkingexperienceandgainknowledgeandability.Therefore,youshouldchooseaquitecollaboratingorevencompromisingstrategy.AndyoushouldalsoknowyourBATNAclearly.
Chapter2
One-on-OnevsTeamNegotiations
●Advantages
Distributesresponsibility
Poolsindividualstrengths
Trainsjuniornegotiators
Savestime
●Disadvantages
Increasescosts
Lacksunity(possibly)
Lacksleadership(possibly)
Theleader
Thecompletenegotiatorshouldhaveaquickmindbutunlimitedpatience,knowhowtodissemblewithoutbeingaliar,inspiretrustwithouttrustingothers,bemodestbutassertive,charmotherswithoutsuccumbingtotheircharm,andpossessplentyofmoneyandbeautifulspouse.
●Obligations
●balanceandhandleallpressures
●provideaunifiedfront
●exhibittechnicalexpertise
●takefullresponsibility
●GeneralCharacteristics
●integrity(becunning)
●peopleperson(notapeoplepleaser)
●confidence(notover-confidence)
●self-esteem
●Creativity-Eloquence
●GoodListener-Pati
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