商务英语谈判chapter One--1

BusinessNegotiation课程介绍教学目标：1.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）3.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，模拟谈判教学安排教材：余慕鸿、章汝雯.商务英语谈判.北京：外语教学与研究出版社，2005.(主教材)白远.国际商务谈判---理论案例分析与实践.北京：中国人民大学出版社，2002.(参考教材)安排：1.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。3.每位同学准备一个谈判案例并进行技巧分析，在每次上课时进行课堂演示。成绩构成期末成绩占60%A平时成绩占40%课堂纪律20%课程表现20%测试60%IntroductionIntroductiontoNegotiationIntroductiontoNegotiationDefinitionsofNegotiationFeaturesofNegotiationNegotiationStylesNegotiationElementsHomeworkDefinitionsofNegotiationNegotiationderivesfromtheLatininfinitivenegotiarimeaning“totradeordobusiness”.Theverbitselfwasderivedfromnegaremeaning“todeny”andanounotiummeaning“leisure”.Thus,theancientRomanbusinesspersonwould“denyleisure”untilthedealhasbeensettled.DefinitionsofNegotiation(Cont.)Negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant.Wheneverpeopleexchangeideaswiththeintentionofchangingrelationships,whenevertheyconferforagreement,thentheyarenegotiating.CaseOne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：“你要干什么？”囚犯答道：“请给我一只烟，就是你抽得那种万宝路。”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。Isthisanegotiation?Isthisasuccessfulnegotiation?CaseOne-FurtherStory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：“你又想干什么？”囚犯回答：“对不起，请你在30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——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。”结果卫兵从小窗里给他递了一只烟，并替他点上。Isthisasuccessfulnegotiationfortheprisoner?Howdidtheprisonerachievehispurposethroughnegotiation?FeaturesofNegotiationNegotiationisforsomepurpose：motiveofnegotiationbetweentwoormoreparties：1.thereissomethingyouwantfromothers2.aprocessofinformationtransfer3.unpredictabilityoftheresultTheresultisbasedonfreewilloftheparties:theartofpersuasionMotiveofNegotiationNeedsandwantsarethemotivefornegotiation.Needsfromtheotheristhemotiveofnegotiation.Themoreyouropponentwantsfromyou,themorelikelyyouwillsucceed.AnalysisofCaseOne:Initially,theneedforacigaretteurgedtheprisonertonegotiate,buttheguardhasnoneedfromtheprisoner,soherefusedtonegotiate.Inordertoachievehispurpose,theprisonercreatedaneedfortheguardtonegotiatewithhim.FundamentalReasonFundamentalreason:scarceresourcesWhydidIsraelnegotiatewithEgypt?WhydoesforeigncompanynegotiateoverinvestmentorcooperationcontractwithlocalChinesecompanies?Whydopeopletrade?Whydoemployeesnegotiateoversalarywiththeboss?Conflictoccurswhentwoormorepeoplecompeteoverlimitedresources.Whatisconflict?Whatarethefeaturesofconflict?ConflictAConflictisadispute,disagreementorargumentbetweentwoormoreinterdependentpartieswhohavedifferentandcommoninterest.ThreeessentialpointsInterdependentparties(relationshipdevelopedbyinterrelatedinterest)BothcommonanddifferentinterestsFightforone’sowninterestsHowisthisprinciplereflectedinthecase?StakesStakesarethevaluesthatmaybegainedorlost,andcoststhatmaybeincurredoravoided.DisputableinterestsNofreelunch(oneforone)ComparisonofbenefitsCurrentinterestvs.long-terminterestWhataretheprisoner’sstake?Whataretheguard’sstake?DisputableinterestsNegotiatingpartieswilleithergaintheintereststheyexpecttowinfromthenegotiationorlosewhattheyhopetoattain,whichindicatesthatthetalksarepertinenttorelevantparties’ownaffairsandinterests.Onlywhenapartyhasstakesconnectedwiththeissuestobetalked,canitbecomeactivelyengagedinthenegotiation.NofreelunchInordertogetwhatisdesired,bothpartieshavetopayforthegainingateitherhighcostorlowcostdependingonhowwellnegotiatorsmanagethesituation.InformationtransferNegotiationisbasedontheinformationflowbetweentwoormoreparties.Theinformationgapandunpredictabilityoftheotherpartymakesnegotiationpossible.Soinformationisanessentialelementinthesuccessofnegotiation.CaseTwo世界著名的迪斯尼公司在20世纪90年代遇到这样一件事情。公司耗资50亿美元在巴黎附近兴建的主题公园准备于1992年4月12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150万美元的工资。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，完全不与理会。CaseTwo(cont.)但在第二次的交涉中，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，并很快付清了工人工资。AnalysisofCaseTwo:1.Thetwopartiesinformeachotheroftheiractionsandreactions,whichmakesnegotiationproceed.2.Theconstructioncompanygetstheessentialinformation:theopeningdateoftheDisneyPark.3.Informationtransfermethod:theuseofinformationbroadcastingtothemassaddsdangerforDisneyontheonehandandmakesDisneybelieveinhisdeterminationtoarrangeastrikeontheotherhand.ArtsinNegotiation1.Thereisnofixedmodeinnegotiation,andcreation,intelligenceandtacticsarerequiredinsuccessfulnegotiation.2.Artoflanguageuse3.Negotiationisaprocessofcommunication,soskillsincommunicationisfundamental.Intelligence20世纪60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2000万美元的丁二烯油气，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。Undersuchcircumstance,whatmeasurecanyouthinkuptowinthiscontract?Whereshallwebeginwithinfindingsolutions?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，“如果你们愿意向我买2000万美元的丁二烯油气，我将向你们采购2000万美元的牛肉。”阿根廷把这个合同给了他。Whatisthekeytohissuccessinthisnegotiation?Intelligence(Cont.)杜戴拉然后飞到西班牙，那里有造船