商务谈判理论和原则课件

商务谈判知识补充---国际商务谈判的原那么及主要理论商务谈判知识补充---国际商务谈判的原那么及主要理论1Tipsforasuccessfulinternationalbusinessnegotiationmission

成功国际商务谈判提示

①Asmalldelegationismoremanageablethanalargeone.②Delegationleadershouldbeahighrankingandrecognizedpublicfigure.③Identifyacoupleofdependablecontactsinthehostcountryandworkwiththemonlogisticspriortoyourvisit.④Takeadvantageofyourcountry′scontactsintheembassyandchambersofcommerceinthehostcountry.Tipsforasuccessfulinternat2⑤Organizeapermissionbriefingpriortoyourdeparturetoinformparticipantsaboutprotocol,itineraryupdates,andbasicculturaladvice.⑥Bringalongaqualifiedinterpreteronyourtrip.Ifyoucannotaffordone,thenmakesureyouhaveonewaitingoverseas.⑦Createamissionprofilebookthatcontainspictures,names,anddescriptionsofparticipatingcompaniesandpersonnel.⑤Organizeapermissionbriefi3⑧Learnhowtopronouncenamesofhostcontactscorrectlyandclarifytheirpositionsandjobtitles.⑨Giftsareappreciatedineveryculture.Sobringsmall,tastefulgiftsforeachcontact.⑩Donotdiscusspoliticalideologyandreligion.⑧Learnhowtopronouncenames4谈判的心理

Theneedtheory--需要理论

Oneofthekeytheoriesabout“Peopleatwork〞isMaslow′s“hierarchyofhumanneeds〞.Maslowsuggeststhathumanbeingstakeactionsinordertosatisfyessentialneeds.谈判的心理

Theneedtheory--需要理论

On5Heclassifieshumanneedsunderfivemainheadings:(1)Physicalorsurvivalneeds(2)Securityandsafetyneeds(3)Socialneeds(4)Egooresteemneeds(5)Self-realizationneedsHeclassifieshumanneedsunde6商务谈判理论和原则课件7Theneedtheoryandnegotiation

谈判与需要理论

(1)Survivalneedsandnegotiation

*Theneedfordressistodressproperlytomatchyouridentityandstatus.Itcannotonlysatisfyyourneedfordressing,toinspireyourselfandyourpeersbutalsowinyouropponent′sadmirationandapprovaltostrengthenyourownnegotiatingpower.

*Theneedforfoodistoeatwell,whichmeansnutritiousandtoyourtasteaswellasuptothehealthfulrequirement.Theneedtheoryandnegotiatio8*Theneedforaccommodationmeanstomatchyouridentity,statusandlivinghabit.Itshouldbeaplacethatisquiet,comfortableandwithconvenientlivingenvironment,whichwillhelpgetridoftiredness,resumeenergyandstimulatethenegotiator′swayofthoughtsandinterests.*Theneedfortravelingindicatesconvenienttrafficandcommunicationwiththeoutsideworldtoimprovenegotiatingefficiencyandqualityandfulfillallthenegotiatingtasks.*Theneedforaccommodationme9Therefore,asahostandnegotiatingorganizeroneshouldprovidefortheotherpartyabetterlivingconditiontolightentheinconveniences,thepsychologicalpressuresandthedoubtfulfeelingsoftheguestnegotiators,whichishelpfulforcreatingafriendlynegotiatingatmosphere.

Therefore,asahostandnegot10(2)Securityneedsandnegotiation

Thenegotiator’ssecurityneedsaremainlythatofpersonal,positionalandeconomicalbenefits.*Theguestnegotiatorisnotfamiliarwiththelocalsocialsituation,customsandpublicorderandtraffic.Theymayfeelalackofsecurityorsafety.Sothehostshouldtrytogivemoreconsiderationstoeverydetailofsafetyissuessuchassendingaspecialcartopickupandsendoff,keepingtheircompanyonvisitingplaces,goingshopping,sightseeingandtourguiding.(2)Securityneedsandnegotia11*Statussecurityrepresentsthatbothpartieswillprobablyregardreachinganagreementashistaskandprerequisite.Somenegotiatorsevenhavethewrongideathatit′sbettertoreachanagreementthatisnotsoidealthannonagreementatall.Tothisquestionthenegotiatorandhissuperiorshouldhaveacorrectunderstandingofnegotiationonanequalbasisandformutualbenefit.Anegotiator′sworkshouldnotbeevaluatedbythestandardofreachinganagreement.*Statussecurityrepresents12*Economicalbenefitsafetyhassomethingtodowiththenegotiator’ssuperiors.Theyarelikelytolinkthenegotiationresultwiththenegotiator’sincome.Theyareexertinganeconomicalpressureonthenegotiatorbystressingtheunilateraleffectsofthislink.Sometimesthenegotiatormaytaketheriskofseekinghispersonalbenefitbyreachinganagreementatthecostoftheinterestsofthecountryororganization.*Economicalbenefitsafetyhas13柯伦泰的杀手锏柯伦泰这人能言善辩，而且特别能随机应变。有一年，这位能干的女将被任命为前苏联驻挪威的全权贸易代表。上任不久，柯伦泰为购置挪威鲱鱼的事，跟精明的挪威商人谈判。

挪威商人漫天要价,柯伦泰竭尽全力与他们讨价还价，但双方距离太大，陷入谈判的僵局。柯心急如焚，她知道哀求是没有用的；态度强硬只能导致谈判破裂。柯伦泰的杀手锏柯伦泰这人能言善辩，而且特别能随机应变。有一年14于是，柯伦泰一脸苦笑，似乎极困难地挤出了以下的话：“我不能伤害你们的感情。好吧，我同意你们提出的价格。〞挪威商人喜笑颜开。柯伦泰露出一脸为难的神情，继续说下去：“如果我们政府不批准这个价格，我愿意用自己的工资来支付差额。不过，请各位原谅，这只能分期讨款。哎，看样子可能要还一辈子债啦。“话音刚落，挪威商人个个面面相觑，谁也没听过这样的事，也深深地被这样一个全心全意为国效力的人感动了，终于在价格上做出了让步。于是，柯伦泰一脸苦笑，似乎极困难地挤出了以下的话：“我不能伤15(3)Socialneedsandnegotiation

*Everynegotiatorhopestoestablishfriendlyrelationshipwiththeotherparty.Inaddition,theyalsohopetohaveasolidaryteamoftheirowntogetasuccessfulnegotiationresult.(3)Socialneedsandnegotiati16(4)Egoneedsandnegotiation

Egosatisfactiondependsmoreonwhatapersonvaluesthanonwhatwecancreatewithinthenegotiation.One′sneedforrespectisfromthreedifferentsources:Heneedstherespectofhiscolleaguesbackhomewhichisfundamentaltohispersonalsatisfactionfromthenegotiation.Hewillbeinfluencedbytherespectoftheotherpartyandbelievethattheotherparty′srespectdependsonhissuccessinearningthosematerialgoods.

(4)Egoneedsandnegotiation

17(5)Self-realizationneedsandnegotiation

Thesatisfactionoftheself-realizationneedsinnegotiationdependsontheachievementthenegotiatorhasmade.Themorebenefitsyouobtained,thehigherdegreeofsatisfactionyou’llhaveofself-realizationneeds.Theself-realizationneedsarethehighestneedslevelforthenegotiator.Itisalsothemostdifficultneedstomeet.

(5)Self-realizationneedsand18斯宾诺莎的故事-人的需要的满足斯宾诺莎的故事-人的需要的满足19Theimportanceoftheneedstheory

需要理论的重要性需要和对需要的满足是谈判进展的根底.谈判者的需要满足状况及其对不同层次、不同类型需要的认识，决定了谈判行为。Theimportanceoftheneedsth20Todiscoveropponents’needs1)提问raisesomequestionssmartly2〕陈述stateyouropinionsproperly3〕倾听listentoopponentscarefully4〕观察observeattentivelyTodiscoveropponents’needs1)21根本需求理论—尼尔龙伯格根本需求理论强调：谈判的前提是谈判各方均希求从谈判中得到某种根本需求，而此种根本需求既不是已经满足或很容易就能得到满足的需求，也不是无法得到满足或希望渺茫的需求，而是尚未得到满足而有可望得到满足的需求，并且此种需求包括群体〔或者法人〕的需求，也包括谈判者作为个体的需求。根本需求理论—尼尔龙伯格根本需求理论强调：谈判的前提是谈判各22尼氏把适合于不同需求的谈判方法分为六类：1谈判者服从对方的需求—最容易促使谈判成功2谈判者使对方服从自己的需求—双方得益3谈判者同时服从对方和自己的需求—双赢4谈判者违背自己的需求—舍眼前，求长远5谈判者损害对方的需求—“你死我活〞；容易导致谈判破裂6谈判者同时损害对方和自己的需求—双方“自杀〞从第一种到第六种方法，谈判的控制力量逐渐减弱，谈判桌上的危机逐渐加重。尼氏把适合于不同需求的谈判方法分为六类：1谈判者服从对方的23实力决定论—约翰.温克勒根据温氏的观点:谈判的成功以及各种谈判技巧的运用的根底是谈判者所拥有的谈判实力,建立并加强自己谈判实力的根底又在于对谈判的充分准备和对对方的充分了解。因此，谈判者在谈判过程中应设法通过言行探索彼此的力量，并采取一切措施尽可能增强己方的实力。为此，他提出了以价格为中心的谈判方法：价格—质量—效劳—条件—价格这种从价格至价格的循环谈判方法，对国际商务谈判具有很强的实践性和较高的应用价值。实力决定论—约翰.温克勒根据温氏的观点:谈判的成功以及各种谈24谈判实力谈判实力是指谈判者在谈判中相对于谈判对手所拥有的综合性制约力量，它不仅包括谈判者所拥有的客观实力〔如企业经济实力、科技水平、独特性、规模、信誉、品牌等等),也包括谈判者与对方相比所拥有的心理势能……谈判实力谈判实力是指谈判者在谈判中相对于谈判对手所拥有的综合25温克勒的十大谈判原那么只有在非谈不可的情况下才去谈判一定要有所准备要通过给予对方更多的心理满足来增加谈判的吸引力使用你的力量，但开场时不要操之过急让对手们去竞争温克勒的十大谈判原那么只有在非谈不可的情况下才去谈判26给自己留有余地智圆行方多听少说要与对方的期望保持接触让对方习惯于你的大目标给自己留有余地27原那么谈判法—R.菲希尔&W.尤里1要把人与问题分开。2要把谈判的重点放在利益上而非立场上。3要构思彼此有利的解决方案。4要坚持客观标准，根据价值和公平的标准去达成协议。原那么谈判法—R.菲希尔&W.尤里1要把人与问题分开。28商务谈判知识补充---国际商务谈判的原那么及主要理论商务谈判知识补充---国际商务谈判的原那么及主要理论29Tipsforasuccessfulinternationalbusinessnegotiationmission

成功国际商务谈判提示

①Asmalldelegationismoremanageablethanalargeone.②Delegationleadershouldbeahighrankingandrecognizedpublicfigure.③Identifyacoupleofdependablecontactsinthehostcountryandworkwiththemonlogisticspriortoyourvisit.④Takeadvantageofyourcountry′scontactsintheembassyandchambersofcommerceinthehostcountry.Tipsforasuccessfulinternat30⑤Organizeapermissionbriefingpriortoyourdeparturetoinformparticipantsaboutprotocol,itineraryupdates,andbasicculturaladvice.⑥Bringalongaqualifiedinterpreteronyourtrip.Ifyoucannotaffordone,thenmakesureyouhaveonewaitingoverseas.⑦Createamissionprofilebookthatcontainspictures,names,anddescriptionsofparticipatingcompaniesandpersonnel.⑤Organizeapermissionbriefi31⑧Learnhowtopronouncenamesofhostcontactscorrectlyandclarifytheirpositionsandjobtitles.⑨Giftsareappreciatedineveryculture.Sobringsmall,tastefulgiftsforeachcontact.⑩Donotdiscusspoliticalideologyandreligion.⑧Learnhowtopronouncenames32谈判的心理

Theneedtheory--需要理论

Oneofthekeytheoriesabout“Peopleatwork〞isMaslow′s“hierarchyofhumanneeds〞.Maslowsuggeststhathumanbeingstakeactionsinordertosatisfyessentialneeds.谈判的心理

Theneedtheory--需要理论

On33Heclassifieshumanneedsunderfivemainheadings:(1)Physicalorsurvivalneeds(2)Securityandsafetyneeds(3)Socialneeds(4)Egooresteemneeds(5)Self-realizationneedsHeclassifieshumanneedsunde34商务谈判理论和原则课件35Theneedtheoryandnegotiation

谈判与需要理论

(1)Survivalneedsandnegotiation

*Theneedfordressistodressproperlytomatchyouridentityandstatus.Itcannotonlysatisfyyourneedfordressing,toinspireyourselfandyourpeersbutalsowinyouropponent′sadmirationandapprovaltostrengthenyourownnegotiatingpower.

*Theneedforfoodistoeatwell,whichmeansnutritiousandtoyourtasteaswellasuptothehealthfulrequirement.Theneedtheoryandnegotiatio36*Theneedforaccommodationmeanstomatchyouridentity,statusandlivinghabit.Itshouldbeaplacethatisquiet,comfortableandwithconvenientlivingenvironment,whichwillhelpgetridoftiredness,resumeenergyandstimulatethenegotiator′swayofthoughtsandinterests.*Theneedfortravelingindicatesconvenienttrafficandcommunicationwiththeoutsideworldtoimprovenegotiatingefficiencyandqualityandfulfillallthenegotiatingtasks.*Theneedforaccommodationme37Therefore,asahostandnegotiatingorganizeroneshouldprovidefortheotherpartyabetterlivingconditiontolightentheinconveniences,thepsychologicalpressuresandthedoubtfulfeelingsoftheguestnegotiators,whichishelpfulforcreatingafriendlynegotiatingatmosphere.

Therefore,asahostandnegot38(2)Securityneedsandnegotiation

Thenegotiator’ssecurityneedsaremainlythatofpersonal,positionalandeconomicalbenefits.*Theguestnegotiatorisnotfamiliarwiththelocalsocialsituation,customsandpublicorderandtraffic.Theymayfeelalackofsecurityorsafety.Sothehostshouldtrytogivemoreconsiderationstoeverydetailofsafetyissuessuchassendingaspecialcartopickupandsendoff,keepingtheircompanyonvisitingplaces,goingshopping,sightseeingandtourguiding.(2)Securityneedsandnegotia39*Statussecurityrepresentsthatbothpartieswillprobablyregardreachinganagreementashistaskandprerequisite.Somenegotiatorsevenhavethewrongideathatit′sbettertoreachanagreementthatisnotsoidealthannonagreementatall.Tothisquestionthenegotiatorandhissuperiorshouldhaveacorrectunderstandingofnegotiationonanequalbasisandformutualbenefit.Anegotiator′sworkshouldnotbeevaluatedbythestandardofreachinganagreement.*Statussecurityrepresents40*Economicalbenefitsafetyhassomethingtodowiththenegotiator’ssuperiors.Theyarelikelytolinkthenegotiationresultwiththenegotiator’sincome.Theyareexertinganeconomicalpressureonthenegotiatorbystressingtheunilateraleffectsofthislink.Sometimesthenegotiatormaytaketheriskofseekinghispersonalbenefitbyreachinganagreementatthecostoftheinterestsofthecountryororganization.*Economicalbenefitsafetyhas41柯伦泰的杀手锏柯伦泰这人能言善辩，而且特别能随机应变。有一年，这位能干的女将被任命为前苏联驻挪威的全权贸易代表。上任不久，柯伦泰为购置挪威鲱鱼的事，跟精明的挪威商人谈判。

挪威商人漫天要价,柯伦泰竭尽全力与他们讨价还价，但双方距离太大，陷入谈判的僵局。柯心急如焚，她知道哀求是没有用的；态度强硬只能导致谈判破裂。柯伦泰的杀手锏柯伦泰这人能言善辩，而且特别能随机应变。有一年42于是，柯伦泰一脸苦笑，似乎极困难地挤出了以下的话：“我不能伤害你们的感情。好吧，我同意你们提出的价格。〞挪威商人喜笑颜开。柯伦泰露出一脸为难的神情，继续说下去：“如果我们政府不批准这个价格，我愿意用自己的工资来支付差额。不过，请各位原谅，这只能分期讨款。哎，看样子可能要还一辈子债啦。“话音刚落，挪威商人个个面面相觑，谁也没听过这样的事，也深深地被这样一个全心全意为国效力的人感动了，终于在价格上做出了让步。于是，柯伦泰一脸苦笑，似乎极困难地挤出了以下的话：“我不能伤43(3)Socialneedsandnegotiation

*Everynegotiatorhopestoestablishfriendlyrelationshipwiththeotherparty.Inaddition,theyalsohopetohaveasolidaryteamoftheirowntogetasuccessfulnegotiationresult.(3)Socialneedsandnegotiati44(4)Egoneedsandnegotiation

Egosatisfactiondependsmoreonwhatapersonvaluesthanonwhatwecancreatewithinthenegotiation.One′sneedforrespectisfromthreedifferentsources:Heneedstherespectofhiscolleaguesbackhomewhichisfundamentaltohispersonalsatisfactionfromthenegotiation.Hewillbeinfluencedbytherespectoftheotherpartyandbelievethattheotherparty′srespectdependsonhissuccessinearningthosematerialgoods.

(4)Egoneedsandnegotiation

45(5)Self-realizationneedsandnegotiation

Thesatisfactionoftheself-realizationneedsinnegotiationdependsontheachievementthenegotiatorhasmade.Themorebenefitsyouobtained,thehigherdegreeofsatisfactionyou’llhaveofself-realizationneeds.Theself-realizationneedsarethehighestneedslevelforthenegotiator.Itisalsothemost