国际商务谈判电子教案

国际商务谈判第一章导论一、谈判的定义与特点。

谈判的特点：1、谈判的目的性2、谈判的相互性3、谈判的协商性商务谈判的特点：1、以经济利益为谈判的目的。

2、以经济利益作为谈判的主要评价指标3、以价格作为谈判的核心外贸商务谈判的特殊性1、对外经济贸易谈判既是一笔交易的商洽，也是一项涉外活动，具有较强的政策性。

2、应按国际惯例办事。

3、对外经济贸易谈判涉及面很广。

4、影响谈判的因素复杂多样。

5、谈判的内容广泛复杂。

外贸商务谈判的定义：谈判是为了各自的目的而相互协商的活动。

二、谈判的动因1、追求利益；2、谋求合作；3、寻求共识三、谈判的要素1、谈判当事人；2、谈判议题；3、谈判背景：环境背景（政治、经济、文化）、组织背景（资信、市场地位）、人员背景四、谈判的类型A、谈判的类型1、按商务交易的地位，分为买方谈判、卖方谈判买方谈判：是指以求购者的身份参加谈判。

（1）重视搜集有关信息，“货比三家”（2）极力压价，“掏钱难”。

（3）度势压人，“买主是上帝”。

卖方谈判：是指以供应者的身份参加谈判（1）主动出击。

（2）虚实相映。

（3）“打”“停”结合。

2、按谈判的态度与方法，分为软式谈判、硬式谈判、原则式谈判软式谈判：是当作朋友，软式谈判的一般做法是：信任对方——提出建议——做出让步——达成协议——维系关系。

只能达成不平等甚至是屈辱的协议。

硬式谈判：是互不信任、互相指责，谈判也往往易陷入僵局、旷日持久，无法达成协议。

原则式谈判：也称价值型谈判。

又称哈佛谈判术。

强调公平原则和公平价值。

主要有以下特征：1）谈判中对人温和、对事强硬，把人与事分开2）主张按照共同接受的具有客观公正性的原则和公平价值来取得协议，而不简单地依靠具体问题的讨价还价。

3）谈判中开诚布公而不施诡计，追求利益而不失风度。

4）努力寻求共同点、消除分歧，争取共同满意的谈判结果，争取双赢。

B、影响和制约如何运用三种谈判方式的因素1、今后与对方继续保持业务关系的可能性。

2、对方的谈判实力与本方的谈判实力的对比。

3、该笔交易的重要性。

4、谈判在人力、物力、财力和时间方面的限制。

思考题：1、什么是谈判？2、为什么要谈判？3、说明谈判的主要类型？Intercultural Negotiation ModelsSOCIO-PSYCHOLOGICAL MODELThe socio-psychological model has five parts: the goals the parties want to reach, the communication and actions leading to the negotiations, the expected outcomes for each, the pre-existing relationship and cultural factors of both parties, and the conditions under which the negotiations are conducted. The model assumes a certain amount of ethnocentrism because the national character of the negotiators cannot be overcome and may lead to certain negative interpretations being made incorrectly by each side (Ghauri,1983).PRINCIPLES MODELThe principles model, also known as the comparative, has two assumptions with four parts. It is assumed that the negotiators are problem solvers and that the negotiators share a goal that they wish to reach efficiently and amicably. The four parts are the people are separate from the problem, the focus is on interests, the options have mutual gains, and the criteria used to judge the gains are objective. The model assumes both parties would prefer to negotiate in this manner and there would be no use of power or other negative tactics; the long-term relationship would be stressed because this negotiation model does not give enough attention to the power/dependence charact eristic in negotiations. The model assumes the negotiators have knowledge of each other’sbehaviors (Ghauri,1983).DIRECTIONAL MODELThe directional model is based on the prediction that tough or soft moves will be followed by similar moves by the other negotiating party . The parties using this model have fallen into a pattern of reciprocal moves from which they do not seem to be able to escape. The directional model has been used extensively in the past in intercultural negotiations when foreign buyers had few alternatives and products made in the United States sold themselves even though they may not have entirely met the needs of the users(Ghauri,1983).INTERACTION MODELThe interaction model includes four aspects: environment, atmosphere, parties, and process. The environment includes political, social, and cultural variables that regulate the negotiation process. Atmosphere includes distance (the space between their positions that will need to be bridged), conflict, cooperation, power, dependence, and expectations. The corporate and national cultures of the parties affect the negotiations. The process includes the history and preconceived ideas of the negotiators (Ghauri,1983).PACKAGE DEAL MODELThe package deal model has four parts: background factors, process, atmosphere, and outcome. Background factors include the objectives, environment, market position, third parties, culture, and negotiators. The process includes time, issues, and contacts. Atmosphere includes cooperation/conflict, distance, power/dependence, and expectations.Outcome allows for win-win, lose-lose, or continued negotiations. The model includes cultural factors and background research before beginning the negotiation process (Ghauri,1983).第二章商务谈判概述一、商务谈判的程序：1、准备阶段：（1）选择对象（2）背景调查（环境、组织、人员）（3）组建班子（个体素质优化、规模结构适当、队伍有效管理）、（4）制定计划（要保密，包括：谈判的基本目标、主要交易条件、各方地位分析、人员分工职责、时间和地点安排、谈判成本预算、谈判策略谋划）（5）模拟谈判。

2、谈判阶段：（1）开局（营造气氛、协商通则”4p”、开场陈述）（2）磋商（明示和报价、交锋、妥协）（3）协议。

3、履约阶段：（后续合作）二、商务谈判的模式：影响商务谈判模式的基本因素是：时间进行速度和条款进行顺序。

1、快速顺进式的顺序是：指谈判开始后按照事先商定的议题和条款顺序依次逐一磋商。

优点：避免争议、节省时间、降低成本。

选择此方式的条件：（1）交易对象熟悉。

多次合作、彼此信任。

（2）交易内容重复。

重复交易，能够迅速就交易条款达成一致。

（3）交易背景稳定。

即环境条件等无大变化。

2、快速跳跃式：（1）从易到难跳跃，有利于形成良好的气氛。

（2）从难到易，抓主要矛盾，先进行“攻坚战”。

3、中速顺进与中速跳跃式：中速谈判的原因多由于交易内容新和交易复杂。