商务谈判策略-商务英语-毕业论文.doc

中国某某某某学校

学生毕业设计(论文)

题 目： 商务谈判策略
姓 名 ： 00000000
班级、学号 ： 000000000
系 (部) ： 经济管理系
专 业 ： 商务英语
指导教师 ： 0000000
开题时间： 200904-10
完成时间： 2009-11-08

2009 年 11月08日

17

目 录

毕业设计任务书…………………………………………………1
毕业设计成绩评定表……………………………………………2
答辩申请书……………………………………………………3-5
正文……………………………………………………………6-18
答辩委员会表决意见……………………………………………19
答辩过程记录表…………………………………………………20

课 题 商务谈判策略
一、 课题(论文)提纲
0.引言
1.平等地位时的谈判策略
1.1避免争论策略
1.1.1冷静的倾听对方的意见
1.1.2婉转的提出不同的意见
1.1.3判无法进行时，立刻休会
1.2争取承诺策略
1.3软硬兼施策略
2.被动地位时的谈判策略
2.1沉默策略
2.2忍耐策略
2.3以情动人策略
3.主动地位时的谈判策略
3.1最后期限策略
3.2先苦后甜策
结束语

二、内容摘要
商务谈判是人们在各类经济业务中，为使对方的意见趋于一致而进行的洽谈磋商。其目的是为了改变相互间的关系并交换观点，以其达到协作的求同过程。它是一个较为复杂的过程既要确定各自的权利与利益，又要考虑他方的惠利方面。通过这篇文章，介绍了一些实用的谈判策略，让我们了解怎样去平衡谈判中既相互竞争又要相互合作，在保持合作关系的前提下，使每一方都能赢取自身的最大利益。

三、 参考文献
[1]林伟贤.艺术谈判[M].北京:新华出版社,2006.9.
[2]贾蔚，栾秀云.现代商务谈判理论与实务[M]．中国经济出版社，2006.6
[3]王盘根．商务公关[M]．北京:高等教育出版社，2002.7.
[4]盛小利．商务英语谈判口语[M] ．北京:中国宇航出版社，2007.4

On Strategies of Business Negotiation
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Abstract：Business Negotiation means consultation that in order to make each other’s views get together in all kind of economic business. It is aim is to change the relationship between each other and exchange views, thus, to reach a demand process of collaborative. The process of business negotiation is a more complicated, we not only to determine our own rights and profits, but also to consider the others benefits. Through this paper, it introduces us some useful strategies of business negotiation and tells us how to balance cooperate and competitive to each other in business negotiation. It makes the two parties are all try theirs best to win the maximum benefits on the basis of keeping Cooperation relationship.
Keywords：Business Negotiation；strategies of business negotiation；Cooperation
Introduction
With the rapidly development of economic globalization, multinational business has increased occupied a prominent status in economic activity. Therefore, Business English gradually need to be regarded seriously. As well as we known, shopping malls like the battlefield, but the commercial war, after all, is not a war. In an activity of promote the products that in order to attracting customers and expanding process of the market, neither broadswords nor spears the businessman using these weapons, but warm and friendly, hospitality, and polite etc, using like this kind of euphemism words .The process of Business negotiation is changing and unpredictable, negotiation opponent's behavior full of strong strategies and skills with a color. So, you need to assess the current situation to developing and applying the relevant strategies and techniques of negotiation in an appropriate time, in order to assure the goal of established if you in an extremely complex negotiation. However, in the economic profits of competitive to both parties, inevitably, there are discrepancies and conflicts in business negotiation. Liking playing chess, business negotiation not only is to fighting on a chess board, but also to pursuit the common joint. How can we remain invincible, which is the objective of businessman are pursuit. So, how to balance the competitive and cooperation in business negotiation, it seems very crucial to negotiators. At this point, the strategy of negotiation is divided into three categories, namely, the strategy of negotiation in equal status, the strategy of negotiation in passive status and the strategy of negotiation in initiative status.
1. The Strategy of Negotiation in Equal Status
Under equal terms of both sides, in order to reach some kind of agreements, at first, we must create a warm and friendly atmosphere of cooperation and negotiation environment, it has a good harmonious conversation to both sides. At this point, we can adopt the strategies of negotiation as follows:
1.1 The Strategy of Avoiding Controversy.
Before at start of the negotiators want to talk, you should clear understanding yourself intention of negotiation, and make the necessary preparations in your mind, in order to create a harmonious and lively atmosphere of negotiation. However, for the sake of seeking our own benefits, inevitably, the negotiating parties will produce difference problems on some issues. If you argue with the other part constantly, he will become more stubborn to resistant it, so we should avoid to appear such deadlock in negotiations, at this time, negotiators should keep calm and control emotions, try theirs best to avoiding controversy, and achieving a common ground. You had better take some ways as follows:
1.1.1 Keeping cool to listening the each other's views
In a negotiation, listening is more important than talking. It is not only to express the negotiators' qualities, but also to show respect for each other. To listen more, speak less, which will be better to master the other's motives, and predict counterpart's action intentions. At the process of hearing, even if other party speaks out what you do not want to hear, you do not refute immediately too.
1.1.2 Tactfully to put forward different views
When you are in the business negotiation, you should remember do not to put forward own negative views directly. It would give the other an emotion of psychological resistant, and even make opponent do everything possible to encourage them to maintain their own point of view if you put forward a negative view directly. Even if you meet some different views, you had better to put some suggestions tactfully so that you can do exploratory proposal.
1.1.3 Adjournment instead of stalemate if necessary
Negotiation should be adjourned immediately if the differences points make it can not go on, otherwise the negotiation will be stalled. If you do not stop it, not only it would make some stubborn people provide an opportunity to asking their higher manager, but also created a good time for themselves. So, you should not allow opponent to consult, it would intensify his self-esteem, stimulate he do not want to make a decision. At this time, you should tell him: your general manager must listen to your proposal, does not he? Otherwise, he will not send you out to negotiate with us. You are the person who can make decision and your boss must believe you, we can sign the contract first, if your boss does not agree, we can abolish it .So forcing the other party to make a commitment before leaving the negotiation table, which after he will defend his decision when he back. Practice has proved that the strategy of adjournment not only can avoid occurrence stalemate and controversy, but also can make the negotiations both sides to keeping calm, adjusting the thoughts and keeping calm to consider each other's views, at the end to seek common ground.
1.2 The Strategy of Obtaining a Commitment
This strategy means to use various ways to obtain two sides’ certain proposal or a part endorsement in the negotiations. In the formal business negotiations, negotiators should protect their own reputation to maintain the conditions of committed. In your favor to obtaining a promise is tantamount to obtaining a good bargaining position.
It is note that there are true or false commitment in negotiations. The so-called false commitment means the negotiators in order to speeding up the process of negotiation, or avoiding the other's questions, then they make misplace with unconscious in their mind. So, you should testify it, true or false at once. For example: He said: I have no money. You say: really? Your company have no capitals still maintain operations, is really not simple. He said: We have no budget. You say: your corporation have no budge still send you out to negotiate with us, it is really not simple. So when the other party speak out any problem, you should ask him the same question immediately, it is possible to getting some more resources. To this end, you should have a good distinction to treat a commitment. Neither you blind to believe him nor overall to negative him, but, take serious consideration into the causes and contents, which the other party committed, and catch a very good opportunity to achieving advantage effective of negotiations.
1.3 The Strategy of taking Softy and Hardness
This strategy means the negotiation members are divided into two parts, a part of which play a strong role ,namely the “hawks”, which plays a primary role at initial stage in a certain proposed of negotiations; The “hawks” have a militant attitude to everything, reasonable to everywhere, but no rudeness. As long as it insists something all the time, it seems that people are willing to listen to it. Therefore, in negotiations, you must prepare a “hawk”, which plays a tactic of delaying role, and slightly to obstructing the process of entire negotiating, and even make the opponent to recover their original concessions. Another part of the family play a mildly role namely “dove”, which plays a leading role at the end of stage in a certain proposed of negotiations. The “dove” is express sympathetic and understanding to counterpart’s points. You will feel he is a great man , even he will willing to give up before they are insisting views, so it can make counterpart let down vigilance, so you must be good to master some conditions and properly time for negotiations .
It is noted that as the role of “hawks”, when they are excessive to show themselves should be reasonable, should not be unreasonable ,and the role between “hawks” and “doves”, must understanding and keep time each other.
2.The Strategy of Negotiation in Passive Status
Under the passive status the feature of negotiation is that the other side always express very confident and arrogant. To such situation of negotiations, you should avoid edges and corners and try your utmost to change the contrast of power in negotiations, in order to protect yourself as soon as possible, and under the guiding of ideology to negotiation, to satisfy your own purpose of benefits. We can use these strategies of negotiation as follows:
2.1 The strategy of keeping silent
At the beginning of negotiations, you should keep silence, then, force the opponent to speak first, and watch the other's performances. For example, from the practice of international business negotiations, a majority of Americans can not bear the atmosphere of keeping silent at talks. Liking a deadly quiet environment, they will tend to uneasy, upset, finally they will be nagging. The strategy of keep silence is mainly to create psychological pressure on the other side, then make them loss cool, they do not know what should to do, or even a loss, so the other side may speak something insincerely, leakage some information; keep silent also disrupt the opponent's plan of negotiation, so you can achieve to weak the opponent's strength, then to meet the purpose of own benefits.
2.2 The strategy of keeping tolerant
In business negotiations, you should control your temper and do discouraged, never get angry. Someone, who has often to express themselves with an aggressive posture in initiative status, at this time, if you express anger or dissatisfaction, the other side will be more arrogant, or even withdraw from negotiations. In this case, you should take the strategy of keeping patient. In a long process of negotiation, you should try your best to make the counterpart to put forward a condition first, so you never become a person who proposed a condition first. Even if you insist on your idea for a long time, but do not speech too, as long as you hang on it at the end. Let the other party speak first means you'll have a good condition of negotiation. To use your static waiting for other's move, using your patient to defeat other's edges, and decrease theirs vigor, then you can reaction, after the other party exhausted, using softy defeat toughness, from a weaker to be a stronger. If in the passive other party patient down, after they get satisfied and acquiescence, on the contrary they maybe become reasonable and fair continue negotiate with you. At the same time, you could also keep patient for your own objectives of requirement, if you are impatient for success, it will expose your psychological, which will be further exploited by the other party.
2.3 The strategy of using emotion to moving
Everyone has feeling. It is a basic requirement that in order to meet emotions and desires for human beings who learning use emotion to move opponent. So, it is a workable strategy of business negotiation that you need to learn use emotion to moving opponent, but you need express sincerely and no artificial what you think in your mind and what you say on your lips .Maybe it is also a useful strategy of business negotiation that you can use communication with feelings factor to influence opponent and it is possible that try your best to do everything to closing the other party promote understanding and keep in touch with them and share your feeling with them. Then, on the basis of these strategies you can continue the negotiation.
3. The Strategy of Negotiation in Initiative Status
In an initiative status, Negotiators can take own advantages, to forcing the counterpart make greater concessions, for the sake of reaping greater benefits. Specifically, you can these strategies of negotiation as follows:
3.1 The strategy of deadline
The strategy of deadline is so-called to require a final time of negotiations. In a passive status of the negotiators, who always have a psychology hope that the talks can reach an agreement .When the negotiating parties meet some difficult issues and can not resolve, in initiative status of a party should put forward a way to solve the problems that are deadlines and conditions, but not to leak out your last period absolutely. Even you talk with counterpart to express you do not anxious at all but you still should tell them: you have never made a decision forever, it is does not matter, we can wait. When you said like this, in fact, you maybe make a decision at the day after tomorrow, but, after when you said this may be the counterpart more anxious than you. Do this to developing a psychological to attach to the other party, and make the other side feel that if they do not make a decision quickly, they will lose their opportunity.
It should be pointed out that this strategy of negotiation may be counterproductive if you use improperly. To this end, it is necessary to pay attention to the two things: First, you should control time. If a deadline made too early, it will create a tension to two sides or one side, it have play a negative role. Second, you should put an advice tactfully .If you express a fl