商务英语.docx
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商务英语.docx
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商务英语
Chapter1conceptsandprinciplesofNegotiation
1.Whatisnegotiation?
Negotiationasasignificantsocialactivityisameansofdealingwithhumanrelationshipsandresolvingconflictsandhasneverbeennon-exist.Ontheotherhand,asaproductofsocialcompetition,negotiationhasgotitsdifferentmeaningandcontentwiththedevelopmentofthetimes.
1.1Differentformsofnegotiation:
Competitivestyle(竞争式谈判):
totrytoagainstallthereistogain
Accommodativestyle(通融式谈判:
tobewillingtoyieldallthereistoyield
Avoidancestyle(回避式谈判):
totrytostayoutofnegotiation
Compromisingstyle(妥协式谈判):
totrytosplitthedifferenceorfindanintermediatepointaccordingtosomeprinciple
Collaborativestyle(合作式谈判):
totrytofindthemaximumpossiblegainforbothparties---bycarefulexplorationoftheinterestsofallparties---andoftenbyenlargingthepie
Vengefulstyle(报复式谈判):
totrytoharmtheother
Self-inflictingstyle(自损式谈判):
toactsoastoharmoneself
Vengefulandself-inflictingstyle(报复和自损式谈判):
totrytoharmtheotherandalsooneself
1.2Characteristicsofnegotiation
Firstly,negotiationisanelementofhumanbehavior.Itdependsoncommunication,thatis,itoccursbetweenindividuals.
Secondly,negotiationtakesplaceonlyoverissuesthatarenegotiable.(只存在于可磋商的处境
Thirdly,negotiationtakesplaceonlybetweenpeoplewhohavethesameinterest(兴趣)
Fourthly,negotiationtakesplaceonlywhennegotiatorsareinterestednotonlyintakingbutalsoingiving(获得与给予)
Fifthly,negotiationtakesplaceonlywhennegotiatingpartiestrusteachothertosomeextent(信任)
2.whatisbusinessnegotiation?
Abusinessnegotiationisameetinginwhichbothpartiesneedeachother’sagreementtoreachaspecificobjective.Itisthemechanism(途径)bywhichpeopletradethingsofvalueinacivilizedmanner.Negotiationdependsoncommunication.Itoccursbetweenindividualsactingeitherforthemselvesorasrepresentativesoforganizedgroups.Negotiationsshouldbeeitherinternalorexternal,longorshirt,formalorinformal.Thegoalofnegotiationisnottowinbuttosucceed.Themechanismofsuccessfulnegotiationiscollaboration.
2.1characteristicsofbusinessnegotiation
Negotiationisattheheartofeverytransaction(=trade)andforthemostpart,itcomesdowntotheinteractionbetweentwosideswithacommongoal(profits)butdivergent(分歧的)methods;
Thesemethods(thedetailsofthecontract)mustbenegotiatedtothesatisfactionofbothparties.Itcanbeaverytrying(费劲的)processwithconfrontation(对立)andconcession(让步);
Bothpartiesshareopeninformation.Inthiscase,bothsidessincerelydisclose(公开揭露)themandlistentotheother’sobjectivesinordertofindsomethingincommon
Bothpartiestrytounderstandeachother’spointofview;
Bothpartiesknowthattheyhavecommonandconflictingobjectives.Sotheytrytofindawaytoachievecommonandcomplementary(补充的)objectivesacceptabletothemboth;
There’snosuchthingas“takeitorleaveit”ininternationalbusiness.Everythingisnegotiable.Italldependsontheexpertise(专门技术)ofthenegotiators.
(可忽略)Internationalbusinessnegotiationisknownasthezero-sumgame.Oneside’sgainsaredirectlytheotherside’slosses.Yourcounterpartattemptstoachievethemaximumconcessionswhileleavingyoujustenoughtokeepyouinterestedinthedeal.Behindallofthesmiles,handshakesandbanquetslurkstherealitythatbothsidesaretryingto“beat”eachother.It’sanaccepted,yetunspokenfact.
3.Thebasicprinciplesofnegotiation
equalityprinciple(平等原则);sincerecooperation(真诚合作);keepitflexibleandfluid(灵活变通)
4.Themaincontentsofnegotiationoninternationalbusiness
Price,quality,termsofpayment,packingandshipment,insurance,agency,complaints,disputesandclaims(控诉争议和索赔),arbitration(仲裁),processingandresemblingtrade(加工与装配贸易),compensationtrade(补偿贸易),technologyimportation(技术引进),jointventure(合资经营)etc.
Inpracticalnegotiationsofinternationalbusinessandeconomy,thefollowingthreestepsareusuallyadopted:
1)preparationfornegotiation:
establishingthetargetfornegotiation;gettingasmuchinformationaspossible;andmakingafeasible(可行性0negotiationplan
2)theprocessofnegotiation:
theprocessofnegotiationiscomplicated,arduous(艰苦的),andofcoursejoyful
3)signingabusinesscontract:
thecontract,whichisgenerallyadoptedininternationalbusinessactivities,isalwaystheformalonewrittendownbetweenthetwoparties
Thecontractrelatedtotheimportandexportmainlyinvolves:
Contractforprocessingwithsuppliedmaterialsandthecontractforassembling;
Commercialcontract;
Salesandpurchasecontract;
Contractagencyagreement;
Licensecontractforinternationalbusiness;
Jointventurecontract;
Chapter2Psychologyinnegotiation
1.Theneedtheory需求原理(马斯洛)
1)Physicalorsurvivalneeds生理需求:
ourmostimportantneedistosurvival,toremainalive,amanmusthavefood,water,shelterandrest.Histhoughtswillbedirectedtowardsatisfyingthesurvivedneedsandshowedlittleinterestintheotherfourtypesofneeds.
2)Securityorsafetyneeds安全需求:
oncethehumanbeing’smostimportantphysicalneedsaresatisfiedtoatleastaminimumandcontinuingdegree,thenextneedthatbecomesdominantisthesecurityandsafety.Itincludesnotonlythephysicalsafetyofthisperson,butalsoincludeseconomicsecurity,asteadyjob,lifeinsurance,asavingaccount.
3)Socialneeds社会需求:
whenindividualisnolongercontinuallyhungryandhassufficientsecurity,heneedstobelongtoandbeacceptedbyasmallintimategroup,hisfamilyandafewclosefriendsandcolleagues.Hefeelstheneedtobewantedandacceptednotonlybyhisfamilybutalsobythesocialgroup.
4)Egooresteemneeds自我需求:
thosewhosephysicalneeds,securityandbelongingneedsaresatisfiedbecomeconcernedwithesteem.Thatistheneedforself-respectandrespectfromothers.
5)Self-realizationneeds自我实现需求:
thisneedisaimedatself-fulfillment,hisdesiretobecomehisbeatself,torealizehiscapabilitiestothefullest.Thisneedissometimescalledthe“creativeneed”
2.Theneedtheoryandnegotiation
1)Survivalneedsandnegotiation:
thesurvivalneedsareembodied(呈现)inthenegotiationasthenegotiator’sneedsfordress,food,accommodationandtravelling
2)Securityneedsandnegotiation:
thenegotiator’ssecurityneedsaremainlythatofpersonal,positionalandeconomicalbenefits
3)Socialneedsandnegotiation:
sincenegotiationisaprocessofbothcompetitionandcooperation,negotiatorsallhopetohaveacomfortableandfriendlybutaconflictingorsuspiciousnegotiatingenvironment.Oncethefriendlyrelationshipisbuilt,thetwopartiescoulddobusinessbetterlateron.Thereforenegotiatorsshouldunderstandeachotherandself-surrenderabittosatisfytheirownsocialneeds.
4)Egoneedsandnegotiation:
egosatisfactiondependsmoreonwhatapersonvaluesthanonwhatwecancreatewithinthenegotiation.One’sneedsforrespectarefromtherespectofhiscolleagues,theotherparty’srespectandhisself-respect.
5)Self-realizationneedsandnegotiation:
thesatisfactionoftheself-realizationneedsinnegotiationdependsontheachievementthenegotiatorhasmade.
Chapter3Choosingthenegotiationteam
1.Whoqualifiesanegotiator?
1)toptenreasonsforbecomingabetternegotiator:
Improvepersonalandprofessionalprofitability赢利能力;
Achievedesiredoutcomes产出结局andcreatesynergy协同whilefostering养育relationships;
Maximizefinancialreturnsandvalueinnegotiation;
Avoidbeingcheated;neutralize应对difficultnegotiatorsandtheirtactics策略;
Enterintoandconductnegotiationswithconfidence;
Knowwhenandhowtowalkawayfromanegotiation;
Improvepersonalrelationshipswithcolleagues,clientsandlovedones;
Buildleadershipandteambuildingskills;
Turnculturaldifferencesintoassetsratherthanliabilities(debts)
2)Whatarethenegotiator’spersonalcharacteristics?
Shrewdness精明;patience;adaptability;endurance忍耐;gregariousness合群性;concentration;theabilitytoarticulate善于表达;senseofhumor
2.Theroleofthechiefnegotiator
1)Thechiefnegotiatorisingeneralresponsibleforthenegotiationteam,heisresponsiblefortheunifyingthestrategy,tacticsandoverallstyletobeusedbyaparticularcompany.Heisthekeypersontoasuccessfulnegotiationresult.
2)Thechiefnegotiatormustexerciseahighdegreeofself-controlandkeeptheteamontrackundertryingcircumstances.
3)Thechiefnegotiatorshouldbeabletousethespecializationofeachmembertoitsmaximumadvantage
4)Thechiefnegotiator’sgreatestskillistheabilitytodealwithpressurefromavarietyofdirections.
2.1Theidealpersontoassumeresponsibilityfornegotiationeffortsshould:
Bethoughtfulandsensitivetothefeelingofothers
Understandhumannature
Beadaptiveinordertosatisfythepsychologicalneedsofothers
Nothaveastrongcompulsiontobelikedbypeers
Beabletolistencreativelyandpatiently
Berespectedbytheothermembersofthenegotiationteamaswellastheotherparties
Begoal-oriented
3.Teamsolidarity(团队协作)
1)Acomparisonbetweenanindividualnegotiationandteamnegotiation
Individualnegotiationshavecertainadvantages:
thenegotiatorcanpresenthim/himselfasthedecision-makerorasthespokespersonfortheircompanyorcolleagues;thisgivestheindividualnegotiatorconsiderableflexibilitythatmaynotbeavailableinteamnegotiationsituations.Buttheindividualnegotiation…..
Anegotiationteamwoulduseamemberofpeoplewithdifferentbackgroundswhocancorrectmisstatementsoffact;itenablesapoolingofjudgmentsandplanninginadvance;itpresents
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