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1、分类号 密级 U D C 编号 本科毕业论文(设计) 题目 成功的商务谈判战略 The Strategies of Successful Business Negotiation系 别 教育学院 专 业 名 称 商务英语 年 级 学 生 姓 名 学 号 指 导 教 师 二0一一年十月The Strategies of Successful Business Negotiation Tutor: October 2011Acknowledgements: I would like to give my sincere thanks to my supervisor Prof. Wu Qiong
2、for teaching me how to write my research paper and helping me generously to revise it. Meanwhile, I want to thank the College Library from which I got enough useful information, with the help of which I finished my paper. And also I would like to thank all my classmates who gave me lots of helpful s
3、uggestions.Abstract：Business negotiate is the economy in all types of business, in order for two (or more) in line with the views of the negotiations and consultations carried out.The aim of business negotiations is to change the relationship between each other and exchange views with a view to reac
4、h a collaborative process for the mutual demand. The success of the business negotiation involves: establishing a target of negotiation; collecting information; making a negotiation plan; some strategies of business negotiation and excellent language arts.Key words: negotiation; target; information;
5、 plan; strategies; language arts摘要：商务谈判是人们在各类经济业务中，为使双方（或多方）的意见趋于一致而进行的洽谈磋商。通过商务谈判，其目的是改变相互间的关系并交换观点，以期达成协作的求同过程。一个成功的商务谈判包括：确定谈判目标，收集信息，制定谈判计划，一些谈判策略和出色的语言艺术。关键词：谈判；目标；信息；计划；策略；语言艺术 ContentsAcknowledgments Abstract摘要1. Introduction12. Concept of Business Negotiation22.1 Concept of negotiation22.2 B
6、usiness negotiate22.3 Features of business negotiation32.4 The basic principles of business negptiation42.5The basic strategies of business negotiation63.Preparation for Negotiation93.1 Choosing the negotiation team members93.2Establishing a target for negotiation123.3 Making a feasible negotiation
7、plan134.Face-To-Face Negotiation 145.Bibliography171. IntroductionBusiness affairs negotiation is under commodity economy condition, to come into being and develop , it already has become the essential ingredient of modern society economic activity. Shopping in arriving at life for a short time abat
8、es a price , arrives at the cooperative country between enterprise corporation, and the economy technical exchange between the country greatly , being unable to be seprated from business affairs negotiation.Everyone negotiation something everyday. Everyone wants to participate in decisions that affe
9、ct him; fewer and fewer people will accept decisions dictated by someone else. People differ, and they use negotiation to handle their differences. Whether business, government, or the court, they almost always negotiate a settlement before trial. Negotiation is such a common phenomenon that is of g
10、reat importance in human society, especially in the modern globalization of the world.2. Concept of Business Negotiation 2.1 Concept of negotiationWhat is negotiation? Negotiation is the process we use to satisfy our needs when someone else controls what we want and the arts to sxplore business nego
11、tiation skills.In Business negotiations,both parties should know:Why they negotiateWhom they negotiate withWhat they negotiate aboutWhere they negotiateWhen they negotiateHow they negotiate 2.2 Business negotiateBusiness Negotiate is the economy in all types of business, in order for two (or more) i
12、n line with the views of the negotiations and consultations carried out. The talks include not only the content of business products, but also capital, technology, information, services, commodities such as supply and demand in the talks, negotiations on transfer of technology, investment and so on.
13、 The aim of business negotiations is to change the relationship between each other and exchange views with a view to reach a collaborative process for the mutual demand. This is a more complicated process, during which the two parties have to not only determine their respective rights and interests
14、but also consider the other partys benefit. Therefore, business negotiate is just like playing chess in which the two parties fight each other fiercely and collaborate closely at the same time when the game starts. Negotiation itself is a unity of both contradiction and reunification, involving both
15、 individual and overall interests. How can we remain invincible is the pursuit of business objectives. The success of the business negotiations is a result that two sides are negotiating with the excellent language arts. 2.3 Features of business negotiationNegotiation is a social phenomenon and a sp
16、ecial embodiment of human relations. Negotiation is a process of information exchange between two sides. They are counterparts of matched qualification and rather independent in material force, personality and social status, etc. Due to mutual contact ,conflicts and differences in viewpoints, needs,
17、 basic interests and action mode, both parties try to persuade the other party to understand or accept their view points and to satisfy their own needs. Some of the features of business negotiation include:(1) Negotiation is at the heart of every transaction and, for the most part, it comes down to
18、the interaction between two sides with a common goal (profit) but divergent methods.(2) These methods (details of the contract) must be negotiated to the satisfaction of both parties. It can be a very trying process with confrontation and concession.(3) Both paries share open information. In this ca
19、se, both sides sincerely disclose themselves and listen to the others objectives in order to find something in common. Both parties try to understand each others points of view.(4) Both parties know that they have common and conflicting objectives, so they try to find a way to achieve common and com
20、plementary objectives acceptable to them both.(5) There is not such thing as take it or leave it in business. Every thing is negotiable. It all depends on the expertise of the negotiators.(6) In business negotiation, one sides gains are directly the others losses. Your counterpart attempts to achiev
21、e the maximum concessions while leaving you just enough to keep you interested in the deal. Behind all of the smiles, handshakes, and banquets lurks, the reality is that both sides are trying to beat each other.To summarize: no matter what kind of negotiation it is, we can say that negotiation is a
22、cooperative enterprise; common interest must be sought. Negotiation is a behavioral process, not game; in a good negotiation, everybody wins something. Its important to realize that while the size of playing field may vary from venture to venture, the overriding concept remains the game: success isn
23、t winning everything; its winning enough. 2.4 The basic principles of business negotiationNegotiation takes place between human beings. It is the most common form of social interaction. Almost everybody in the world is involved in negotiations in the one way or another for a good part of any given d
24、ay. Negotiation can take on different forms. Professor Mary P.Rowe of Massachusetts Institute of Technology listed eight different types in her Negotiation:Theory and Practice.Competitive styleAccommodative style Avoidance styleCompromising styleCollaborative styleVengeful styleSelf-inflicting style
25、Vengeful and self-inflicting stylePeople who go for the competitive style are known as hard bargaining negotiators. They start off with outrageous demands, using threats and other tactics to get what they want. One side typically starts out high and the other low. After several rounds of offer and c
26、ounter-offer, the negotiators end up splitting the difference. In this form, negotiation is viewed as a game where each side tries to get the best deal for themselves. Neither side exhibits concern for the other side.Negotiation can also assume the form of collaborative style, which is much more pop
27、ular and accepted as a modern negotiation style in the world with the development of human society. It involves people with diverse interests working together to achieve mutually satisfying outcomes. Collaborative negotiation can also be known as problem-solving negotiation, interest-based negotiati
28、on, win-win negotiation and mutual gains negotiation and so on.Based on the above different negotiation styles, we now have a further understanding of what it is. Accordingly we can sense the following basic principles of a successful negotiation.2.4.1 Equality principles People sit together to nego
29、tiate for the purpose of satisfying their own needs. Without equal status, there will be not real sense of negotiation. In modern negotiation, equality and mutual benefit is a very basic principle. It means that both paries are equal in law status. They have equal rights and obligations. They do bus
30、iness out of their own needs and they are informed of each other to enjoy mutual benefits.In a successful negotiation, each party must gain something or there is not reason for the other party to participate. If one party retreats, the other party wont benefit at all. When one party takes much less
31、than given, the other party will feel reluctant to continue negotiating. Hence either party should be well prepared for the negotiation and ready to satisfy each others needs on an equal basis.2.4.2 Sincere cooperationNegotiation is to negotiate with the other party in order to solve problems. Negot
32、iation in itself is a kind of cooperation. Through negotiation, both parties are seeking an alternative arrangement of a business situation so that at the end of the negotiation they feel this result is much better than what they first started. As a matter of fact, both parties are concessions one p
33、arty gets from the other party should be more valuable than what he makes for the other party. The purpose of this is to seek a win-win situation instead of win-lose one. That is to say both parties are winners. It is through sincere cooperation that this win-win result can be made.As a negotiator y
34、ou dont need to release all your intention and goals. There is, however, no need to tell lies. Sincerity is very important for a negotiators style. Keep your words to make your counterpart trust you. Treating others as you want to be treated can promote the negotiation and get successful results. A
35、negotiation need to be canny and even difficult to deal with, but at the same time he should be one who keeps his words and it trustworthy. Then both parties can enjoy sincere cooperation. To be sincere not only at the time around negotiation table but also later on to strictly stick to the performa
36、nce of the contract.2.4.3 Keep it flexible and fluid It needs some flexibility to keep it the process of negotiation as to how to seek the consistency of both parties to achieve the holistic objectives as long as you dont give up some important principles, especially you have to use different kinds
37、of negotiation strategies and tactics to deal with different negotiation opponents in different negotiating atmosphere and under different conditions.Any negotiation is a process of constant thinking ,exchanging of information and continuous concession of both parties. Apart from sticking to princip
38、les you should also master in a flexible way of various negotiation techniques, assess whats in the other partys mind, what their needs are and what their tactics will be. By doing this you will put yourself in an active and favorable position in the process of negotiation. When assessing others nee
39、ds, try to be realistic. You can never force your own standard on to other to avoid the negative effects.In addition, while abiding by the above different principles, negotiators should pay much more attentions to the following three points in business negotiation:(1) Separate the people from the pr
40、oblem(2) Focus on the interests behind the positions and create mutual gains(3) Insist on using objective criteria 2.5 The basic strategies of business negotiation2.5.1 ForbearanceIt is using the strategy of forbearance that one doesnt answer a question or put off an answer when he hold and suspends
41、 in the negotiation. This strategy can leave enough time for his team member to consider the question, as well as for the other side to realize its effect on the negotiation. Forbearance may avoid a direct conflict and eventually achieves a settlement.Another element of forbearance is to know when t
42、o stop. Just as the attorney must know when he has sufficiently cross-examined the witness, the salesman must know when to stop talking. So it is often said that forbearance or patience in negotiation pays a lot.2.5.2 Feint and surpriseIt is somewhat like looking to the right but going to the left.
43、This strategy involves an apparent move in one direction to divert attention from the real goal or object. It can also involve a situation in which one gives the opponent a false impression that they have more information or knowledge than is actually possessed. In the course of a negotiation, feint
44、 can be useful when giving in on a point that is not especially important and can be used to cover up important elements. Ignore the important and stress the things that are not important. The purpose of doing this is to allow enough time to make to coordination and decision for some key articles, t
45、o divert the others attention from important matters and satisfy the other side through concessions on matters of minor importance. This is will create a positive atmosphere and pave way for settlement on items of vital importance.This strategy involves a sudden shift in attitude, requirement, metho
46、d, argument, or approach. The change is usually drastic and dramatic, although it need not always be so. Surprise can be used as a tactic in negotiation when new information is introduced or a new approach is taken. For example, in the middle of a negotiation it is sometimes effective to substitute
47、a new team leader. The substitution of the chief member follows the alternation of the negotiation terms and the content of the contract. If the other parties continue the negotiation, theyll have to face some new faces and this will mean a new concession for them. Sometimes during a negotiation, whe
