国际商务谈判课件第二章
国际商务谈判英文版最新版教学课件第2章
• Self-assessment • Assessment of the counterparty • Assessment of the situation
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Part One The Essentials of Negotiation
— Chapter 2 — Preparation:
What to Do Before Negotiation
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The Fixed-Pie Perception
Most negotiators believe whatever is good for one party must be bad for the counterparty.
People with this fixed-pie perception take one of three mindsets when preparing for a negotiation:
• Resign themselves to capitulating to the counterparty
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Self-Assessment: Endowment Effects
Differences in negotiators’ reference points may lead buyers and sellers to have different valuations for the same object
• Brainstorm your alternatives. • Evaluate and order each alternative’s value. • Attempt to improve your BATNA. • Determine your reservation price based on facts. • See Exhibit 2-1.
第二章国际商务谈判需要理论
一、需要是人类一切行动的原动力
成功谈判需满足对方三个方面需要:
Hale Waihona Puke 满足对方逻辑上的需求；情感上的需求；
满足对方想赢的需求。
这三种需求对任何成功谈判而言就像 三条腿的板凳，缺一不可。
一个分橙子的故事
有一个妈妈把一个橙子给了邻居的 两个孩子。这两个孩子便讨论起来如何分这个 橙子。两个人吵来吵去，最终达成了一致意见， 由一个孩子负责切橙子，而另一个孩子选橙子。 结果，这两个孩子按照商定的办法各自取得了 一半橙子，高高兴兴地拿回家去了。
寻找一条途径弥补差异，最终达到双方都可接受的目 的。
谈判的共同特点
第六、国际商务中不存在“要么拥有，要么舍弃”的 事物。每件事都是可磋商的。成功与否全靠谈判者的 技能。
第七、国际商贸谈判好似一种总额为零的比赛。一方 的增益直接意味着另一方的损失。你的对手总是试图 让你对这笔买卖感兴趣的同时做出最大的让步。在所 有的微笑、握手和宴会背后真正的意图是击倒对方， 这是谈判不言而喻的事实。
【案例】
在谈判中KT公司坚持要求以经销方式批发 交易。KT用低价诱惑对方，当对方感到没 有把握时，他们主动提出派技术人员协助 宏达公司宣传和推销。当宏达公司提出搬 运有困难时，KT公司立即承诺由他们负责 搬运到商场。这样在KT公司的进攻下，一 笔交易成功了。
(3)谈判者同时服从对方和自己的需要
在谈判中采用这种方法比较明智，由于这 种方法照顾双方的需要，谈判结果容易被 双方接受，因此谈判容易成功。但这种方 法的难点在于要找到平衡双方利益的方案。
另一个孩子想了一想，很快就答应了。他刚
刚从父母那儿要了五块钱，准备买糖还债。这 次他可以用这五块钱去打游戏，才不在乎这酸 溜溜的橙子汁呢。
国际商务谈判第二章 国际商务谈判理论
AMT咨询公司服装高级咨询师葛星表示，僵持局面恰好反映了目前 国内体育用品行业渠道商与品牌商在谈判桌上的地位角色有了一定的转 变。耐克、阿迪达斯这两大超级巨头在进入中国市场之初通过对代理商 的操控，促使他们之间相互竞争而快速扩张。而现如今，百丽通过香港 上市募得丰厚现金，在国内市场上又大肆收购整合渠道，坐上了国内鞋 业渠道第一把交椅。宝元凭借背后的台湾宝成集团也在极力扩张。加上 由深圳龙浩、沈阳鹏达、四川劲浪等区域经销商组团，国内渠道一时三 分天下。“前几年是阿迪、耐克强势，现在是百丽等渠道商的议价能力 在谈判中占主导——如果渠道因共同的利益诉求而联合起来的话。”
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• 2008年阿迪达斯成为了北京奥运会的赞助商。2009年4月前，所 有印有北京2008奥运会标志的商品都已宣布过期。在此之前，很 多经销商都过高的估计了奥运行情，在奥运前大肆拿货。然而， 奥运会并没有为体育用品行业带来经销商预期的爆发行情，导 致经销商的库存严重，很多经销商的库存都消化不掉。 有知情 人士称，百丽等几家大型体育用品经销商，与阿迪达斯坐到了 谈判桌前。经销商希望通过打折销售库存产品等方式尽快摆脱 库存压力。但阿迪达斯从品牌价格稳定的角度着眼，并不认可 经销商的采取上述行为降低库存。就这样，阿迪达斯与渠道经 销商的矛盾升级。
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第三节 博弈论与商务谈判
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第三节 博弈论与商务谈判 一、博弈论的基本概念
博弈论是应用经济学的一个分支，也是经济学的重要分析 工具之一。1944年，冯·纽曼和摩根斯坦正式提出将其作为一门 独立的学科。
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第三节 博弈论与商务谈判 二、囚徒困境对商务谈判的启示
商务谈判中遇到的交易分为四种类型。
第二节 理性谈判
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第二节 理性谈判
国际商务谈判 chapter 2
Chapter 2Choosing your teamBig guns, little gunsHow big should the team be?There are several reasons to keep your negotiation team (NT) as small as possible. The first few deal with the expense and difficulties that arise when your NT must operate overseas. Flights, ground transport, meals, hotels, communication, conference centers, taxes, and cargo can make trip for even a small team extremely expensive. Arranging for passports, visas, inoculations, and potential medical care for a large group can easily become unmanageable. Problems and additional expenses may also arise when attempting to deal with various family and business schedules. Finally, for NT’s operating overseas, keeping track of large groups in a foreign country is nightmarish at best-ask any tour guide.The rest of reasons for keeping the NT compact apply to both domestic and overseas assignments. Primarily, communication is a source of strength within any organization and never more so than within the NT. Premeetings, recaps and midmeeting breaks demand that communication be both precise, as major decisions are made in a matter of seconds. The CN must be able to seek the input of the team quickly, and large group are cumbersome.Secondly, as mentioned earlier, presenting a unified front is key. The CN must be able to redirect tactics as counterparts bring new issues to the table. Agreement on tactics become more difficult in direct proportion to group size, even when there’s agreement on strategy. Keeping the NT small enables the CN to make timely adjustments to the negotiating plan and to disseminate that information quickly. Additionally, small teams are more easily able to withstand the “wedges” that counterparts may attempt to drive between members of large teams.Thirdly, the members of the NT have other job duties unrelated to the negotiations. The fewer you pull away from their regular assignments the better. There’s no sense disrupting the company’s core business. As exciting as the international arena is, keep in mind that someone must oversee the old business while others look for new opportunities.Don’t use the assignment as a rewardA very common mistake that executives or CNs make is assigning membership to the NT as a reward for other success unrelated to the task at hand. This is especially true when the team is headed for exotic locales. Many employees see the trip as a minivacation and a way for them to broaden their personal horizons. Even when the NT will be receiving foreign counterparts at the company offices, being a member if the NT is perceived as adding to internal prestige. Some employees even see it as their right by seniority to be a part of the negotiations. Unfortunately, what (and who) succeeds in the domestic market doesn’t always play well internationally. Wise CNs must keep in mind that the blustering Vice President of sales and marketing isn’t going to impress the reserved Japanese; nor will the brilliant, but reticent, chief engineer be able to withstand the verbal onslaught of the impatient Americans.There can be a great deal of “fallout” when a staff member fails to be selected for the NT. The best way to avoid it is to make it clear that only talents very specific to the success of the NT are being considered. Technical, cultural, linguistic, social, and travel skills should be compiled in checklist form (not dissimilar to that for the CN) and circulated among potential team members. Inclusion on the NT should be based on this profile alone, and CNs will find they have much better grounds for defending their personnel choices when approached by determined, but unsuitable, staffmembers. This is especially true when other executives and managers assume they’re going to be part of the NT. As a way of preserving morale among those left off of the NT roster, some CNs make the deferrees part of the prenegotiation strategy planning process.A balance of skills and strengthsIt’s unlikely that any single team member will embody all of the talents necessary to achieve the company’s strategy. The CN must choose a cross-section of technical skills and personal attributes that will create a compact and efficient team. One team member’s weakness must be offset by another’s strength. Technical prowess must be a accompanied by the ability to communicate and apply that prowess. Putting a team together is similar to assembling a jigsaw puzzle: there’s no success unless all of the pieces fit.A common practice among experienced travelers when packing for trips is to never put anything in the suitcase that has “only one use”; the same applies to choosing NT members. A specialist candidate is eschewed in favor of the generalist unless the technical expertise is absolutely crucial to the effort. If the CN must include these “one trick ponies,” every attempt should be made to make them a part of the wider strategy and tactics discussions. If that’s unsuccessful, these specialist members should be cautioned to advise in private during negotiations and to avoid direct involvement.Painting the “big picture”Although many technical types will disagree, it’s much easier to impart technical knowledge to a good communicator than it is to do the reverse. Members of the NT must be chosen for their ability to effectively execute the company’s strategy and to quickly respond to the tactics of counterparts. This is accomplished only through good communications skills. Scientific and financial technical skills will take a back seat, especially during initial negotiations, as the “big picture” is discussed. Details will be left until much later in the process. Many business cultures prefer to have the details tended to after the contract is signed.Bringing massive technical data to the negotiating table may only slow down the deal-making process.NOTE: Much “expertise can be carried in file or laptop form, in case it should be needed during discussions.Tasks Both Large and smallMajor decisions are made every day during negotiations, but not all of the work is momentous. Some companies and consultant CNs make the mistake of including only “big guns” on the team. This causes problems, as no one relishes doing the necessary but tedious (and decidedly unglamorous ) work that keeps negotiations running smoothly—getting copies, typing policy changes, taking notes, arranging dinners, and so on .Including a few junior managers or administrators in the ranks of the NT for the sole purpose of controlling logistics is a wise move. This is particularly helpful if these members have experience working or traveling in the target market. Should the finances or domestic needs of the company preclude this option, these administrative duties should be assigned to specific members of the team, and it should be made clear that these duties are as important as any of the ,more “spot light”tasks. As is true in other areas of business, what happens behind the scenes determines success on the stage.Home Team Versus VisitorsThe respective sizes of the NT is usually determined by the group that’s visiting.This is particularly true if the visiting team is in the position of . “buying” from the home team or receiving group. The visiting group should forward a list of its members, stipulating the job title and responsibility of each. The receiving group should assemble their NT to correspond to the visiting team.It’s true that the receiving team has the psychological advantage of operating from their home turf, but they should resist the urge to overwhelm their visitors with an imposingly large NT. Since these resources can be called upon at any time, it’s best to see if they, re needed before arraying them. The ability to successfully exploit the discomfort of counterparts is very much related to one’s culture and requirements for a “success”. Some visitors may be in awe of your facilities and staff while others may consider it a visitors may be in awe of your is generally better when making initial contact.“Observer” TrainingCompanies that regularly pursue international trade and investment like to use negotiation as an ongoing training tool by purposely including less experienced members on the team. This allows them to gain experience that can be put to use in future international negotiations. It’s best to make it clear to these junior team members exactly why they’re being included in the NT so that they’re keen to gain as much experience as possible, get “bloodied” by their own mistakes, and learn from those of other team members .It’s also an ideal way for the company to see how their future CNs handle new and difficult situations. Many executives will attest to the fact that the “rising stars from the home office often become confused and ill-at-ease when put into the crucible of international negotiations and travel. Conversely, the mediocre manager may flourish in the new international environment.Those Who Can’“CUT IT”A common question in business when determining whether someone will be a success is , “Can they cut the muster?” (Sorry, folks, it isn’t mustard.) During the Middle Ages, the muster in question was the final pattern cut from cloth by journeymen to be used by the master tailor. Cut improperly, the pattern will never work, and valuable cloth will be ruined. International negotiations have a similar one-chance-is-all-you-get sense of finality. The NT acts as the journeymen and the CN is the master tailor preparing to stitch together a successful negotiation. Below are some types of people to avoid because they won’t be able “to cut it.”WHINERSEmployees who constantly complain, even under good conditions, are going to find travel and the stress of negotiations intolerable. These types love to bring up problems but never offer solutions. Every company has them, but successful negotiating teams don’t.CONNIVERSUnity is paramount for negotiations and people who like to work their own agenda or jockey for position will only undermine the team’s effort. These types are generally keen strategies and they may be useful in planning. However, under no circumstances should they ever take an active role in negotiations.HOTHOUSE FLOWERSMore competent than whiners, these “high maintenance”types can only excel under ideal circumstances. They never complain but are easily set back by the slightest deviation form the norm. Unfortunately, negotiations and overseas travel are rarely conducive to ideal anything. Sometimes, the NT must operate when materials and equipment are lost, or work in environmentsin which electricity is some trials reserved for special occasions. Technically astute or not, these “flowers” won’t travel well. If they must be used, do so only when negotiations are on home turf. An overseas team needs those that can adapt to any environment.BIGOTSNegotiations are a zero-sun game based on finding common ground amid very real and distinct differences. Adding racial, cultural, or class bigotry will only obscure an already complex state of affairs. Bigots (of any ilk) tend to communicate their prejudices more than they realize, and it’s not the kind of communication that leads to a successful deal.The frailRegardless of where the team originated, the world outside of the domestic market is filled with sights, sounds, smells, and tastes that pummel the visitor. Part of the success of the NT will be in its ability to assimilate as quickly as possible into the environment of their target market. The hygienic and culinary habits of counterparts and their culture may not meet the standards of the NT’s domestic scene. Members who can’t quickly and adequately adjust to new environments will only be a burden to the whole team, thus disrupting strategies and assignments. Like the CN, the team must be robust.Overseas? Domestic? One core team?Optimally, once a team is assembled, it should be used for both overseas and domestic negotiations related to international business. (Specialists may be added for individual negotiations.) This is especially true for smaller companies with limited resources. But large companies should not make the mistake of having two separate teams-one for overseas and one for domestic discussions-simply because they can afford the expense. Teams that have operated overseas will understand the stresses and strains being exerted on foreign teams when they come for business visits. This information, used sympathetically or otherwise, can be a key part of the overall strategy and daily tactics. Lastly, using the team for all negotiations will add to its ability to operate as a unit as team members become expert at all aspects of negotiating. They must be able to visit as well as host a negotiation and understand the responsibilities of being on either side of the table.。
国际商务谈判课件第二章
01 礼仪习俗
包括握手交换名片等
02 时间观念
重视准时与灵活性
03 沟通方式
直接坦率与含蓄
国际商务谈判的风险管理
法律风险
协议合法性 权益保障
市场风险
市场变化影响 风险预警
政治风险
政治因素影响 谨慎处理
总结
国际商务谈判是企业开拓国际市场的重要环节，需要谨慎准 备、灵活变通，充分尊重对方文化差异，在风险管理方面也 要有所考虑，以保障双方的利益和合作关系。感谢您的阅读！
国际商务谈判的基本原则
诚信原则
商业谈判基础
自愿原则
依据自愿参与
平等原则
双方权利平等对待
01 谈判目标明确
确定具体目标
02 谈判策略制定
根据文化背景制定策略
03 谈判团队建设
组建专业团队
国际商务谈判的技巧
言语表达
保持礼貌 通
适时调整策略 寻求双赢方案
国际商务谈判课件第二章
制作人：创作者 时间：2024年X月
第1章 国际商务谈判
目录
● 01
第2章 国际商务谈判
国际商务谈判概 述
国际商务谈判是指不同国家之间的商务合作双方为了 达成某项商务协议或合同而进行的谈判过程。这种谈 判涉及跨国因素、文化差异、法律法规、语言障碍等。 其目的在于达成互利共赢的商务合作协议。
谢谢观看！感谢支持
国际商务谈判课件(PPT 50页)【精选文档】PPT
视频播放
闯关东 商务谈判片断
谈判的种类
一．按参加谈判的人数规模划分1．个体谈判 人员必须是全能型，不易得到他人帮助之不足，易决策2．集体谈判。人员互相配合，运用战略，但是需要更多的协调和组织。
十一月 229:35 上午11月-2209:35November 3, 20221．双方谈判（两个利益主体）关系简单，易达成一致 中俄， 日美11月-2209:35:1509:35Nov-2203-Nov-2210、雨中黄叶树，灯下白头人。谈话、谈心、争议、辩论、吵架、口角等，内容应包括：谈判主题与目标的确定；解决方法有很多，如规章制度、管理、执法部门的判决、权威机构的裁决等人才市场上，求职者与用人单位进行双向选择；03 十一月 20229:35:15 上午09:35:1511月-222立场型谈判（或称硬式谈判）A 当年美国总统肯尼迪为前往维也纳同苏联主席赫鲁晓夫举行首次会谈，曾研究了赫鲁晓夫的全部演说和公开声明，以及能够得到的有关赫鲁晓夫的全部资料，甚至连赫鲁晓夫的早餐嗜好和音乐欣赏趣味也不放过。外交谈判—国家利益市场上，买主与卖主为了某项交易而讨价还价；生活中存在各种争议、矛盾、利益冲突，14、意志坚强的人能把世界放在手中像泥块一样任意揉捏。13、乍见翻疑梦，相悲各问年。
三种谈判方法的比较
让步型
立场型
原则型
视对手
为朋友
为敌人
问题的共同解决者
目标
达成协议
赢得胜利
圆满解决问题
手段
对人和事都温和
对人和事都强硬
对人温和对事强硬
立场
轻易改变
坚持不变
重点放在利益上而不是立场
国际商务谈判：理论、案例分析与实践(第五版)英文版课件Chapter 2
Step three: determining reservation point
Alternative 1: Value of distribution through home-based company where commission is 7% of sales: 7% × 0.5 = 3.5%
Offer
Counter offer
Acceptance
Case Study One
•Do you think the case shows the principle of mutual giving and taking during negotiation? •How important is the exploration of alternative option in this case?
Design and offer options
Reach an agreement
Explore alternatives to
agreement
Introduce criteria to evaluate option
Estimate reservation points
Байду номын сангаас
Example of how to make an
assessment of BATNA
Step one: Brainstorm alternatives Alternative 1: Distribution through a home-based company Alternative 2: Distribution on the Net Alternative 3: Increase foreign distributor’s commission to 10% Step two: Evaluate each alternative Assume the sales potential in the market is $20 million Thus, the expected value of sales is as follows: Alternative 1: $20 million ×0.5=$10 million Alternative 2: $20 million×0.2=$4 million Alternative 3: $20 million×0.3=$6 million Sales commission under the three alternatives will be: Alternative 1: $10 million × 7% = $700,000 Alternative 2: $4 million × 4% = $160,000 Alternative 3: $6 million × 10% = $600,000
第二章 国际商务谈判的主要内容PPT课件
• 买卖双方经协商同意按下列条款成交： • The undersigned Seller and Buyer have agreed to close the
following transactions according to the terms and conditions set forth as below: • 1. 货物名称、规格和质量(Name, Specifications and Quality of Commodity): • 2. 数量（Quantity）： • 3. 单价及价格条款(Unit Price and Terms of Delivery): • (除非另有规定，“FOB”、“CFR”和“CIF”均应依照国际商会 制定的《国际贸易术语解释通则》(INCOTERMS 1990)办理。) • The terms "FOB" "CFR" or "CIF" shall be subject to the "International Rules for the Interpretation of Trade Terms"(INCOTERMS 1990) provided by International Chamber of Commerce (ICC) unless otherwise stipulated herein.) • 4. 总价 (Total Amount): • 5. 允许溢短装(More or Less）:＿＿＿%。
4
• 6. 装运期限(Time of Shipment）: • 收到可以转船及分批装运之信用证＿＿＿天内装运。 • Within______days after receipt of L/C allowing transshipment
商务谈判第二章PPT35页
11、战争满足了，或曾经满足过人的 好斗的 本能， 但它Байду номын сангаас 时还满 足了人 对掠夺 ，破坏 以及残 酷的纪 律和专 制力的 欲望。 ——查·埃利奥 特 12、不应把纪律仅仅看成教育的手段 。纪律 是教育 过程的 结果， 首先是 学生集 体表现 在一切 生活领 域—— 生产、 日常生 活、学 校、文 化等领 域中努 力的结 果。— —马卡 连柯(名 言网)
13、遵守纪律的风气的培养，只有领 导者本 身在这 方面以 身作则 才能收 到成效 。—— 马卡连 柯 14、劳动者的组织性、纪律性、坚毅 精神以 及同全 世界劳 动者的 团结一 致，是 取得最 后胜利 的保证 。—— 列宁 摘自名言网
15、机会是不守纪律的。——雨果
61、奢侈是舒适的，否则就不是奢侈 。——CocoCha nel 62、少而好学，如日出之阳；壮而好学 ，如日 中之光 ；志而 好学， 如炳烛 之光。 ——刘 向 63、三军可夺帅也，匹夫不可夺志也。 ——孔 丘 64、人生就是学校。在那里，与其说好 的教师 是幸福 ，不如 说好的 教师是 不幸。 ——海 贝尔 65、接受挑战，就可以享受胜利的喜悦 。——杰纳勒 尔·乔治·S·巴顿
谢谢！