国际商务谈判英语教程文件.doc

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1、Good is good, but better carries it.精益求精，善益求善。国际商务谈判英语-CATALOGUETheGeneralOverviewonInternationalBusinessNegotiationTheGeneralProceduresofInternationalBusinessNegotiationFiveLinksofInternationalBusinessNegotiationCross-CulturalProblemsinInternationalBusinessNegotiationBasicQualitiesforNegotiatorsSom

2、eStylesinInternationalBusinessNegotiationTacticalExpressionsinBusinessNegotiationPreparationforExportingPreparationforNegotiationBusinessNegotiationIBusinessNegotiationIIBusinessNegotiationIIIBusinessNegotiationIVAftertheNegotiationChapterOneeGTheneralOverviewonInternationalBusinessNegotiationAnOver

3、allFrameworkofInternationalBusinessNegotiationFeaturesofInternationalBusinessNegotiationBasicRulesofInternationalBusinessNegotiationStockPhrases1. SomeTipsforTradeDelegationWhatisNegotiation?Theword“negotiation”derivesfromtheLatinInfinitive“negotiari”whichmeans“totradeordobusiness”.Thisworditselfisf

4、romanotherword,“negare”（拒绝）,meaning“todeny”andanoun,otium(休闲),meaning“leisure”.Thus,theancientRomanbusinesspersonwould“denyleisure”untilthebusinesshasbeensettled.Negotiationisacommonhumanactivityaswellasaprocessthatpeopleundertakeeverydaytomanagetheirrelationshipssuchabuyerandaseller,ahusbandandwife

5、,childrenandparents.Asthestakesinsomeofthesenegotiationsarenotveryhigh,peopleneednothavetogetpreparationsfortheprocessandtheoutcome.Butininternationalbusinessnegotiations,thestakesareusuallyhigh,peoplecannotignorethisfact,theyhavetogetpreplansinamorecarefulway.Bothpartiesinthiskindofnegotiationshoul

6、dcontacteachothersothattheycangetabetterdealratherthansimplyacceptingorrejectingwhattheotherisoffering.Thewholeprocessofnegotiationisbaseduponthepremisethatbothpartiesareinterdependent,thatis,onesidecannotgetwhathe/shewantswithouttakingtheotherintoconsideration.Intheprocessofnegotiation,therearenoru

7、les,tradition,rationalmethodsorhigherauthoritiesavailabletoresolvetheirconflictonceitcropsup.Negotiationisavoluntaryprocessofgivingandtakingwherebothpartiesamendtheiroffersandmodifytheirexpectationssoastocomeclosertoeachotherandtheycanquit,atanytime.2.WhydoPeopleNegotiate?Negotiationisattheheartofev

8、erytransactionand,forthemostpart,itcomesdowntotheinteractionbetweentwosideswithacommongoal(profits)butdivergentmethods.Thesemethods(thedetailsofthecontract)mustbenegotiatedtothesatisfactionofbothparties.Aswewillseelaterthatitcanbeaverytryingprocessthatisfullofconfrontationandconcession.Whetheritistr

9、adeorinvestment,onepartywillalwaysarriveatthenegotiationtableinapositionofgreaterpower.Thatpower(thepotentialfortheprofits)mayderivefromtheextentofthedemandorfromtheabilitytosupply.Thepurposeofnegotiationistoredistributethatpotential.Thereisnosuchthingas“totakeitorleaveit”ininternationalbusiness.Inf

10、act,everythingisnegotiable.Italldependsontheexpertiseofthenegotiators.3.AnOverallFrameworkofIBNInternationalbusinessnegotiation(IBN)isaconsultativeprocessbetweengovernments,tradeorganizations,multinationalenterprises,privatebusinessfirmsandbuyersandsellersinrelationtoinvestmentandimportandexportofpr

11、oducts,machineryandequipmentsandtechnology.Negotiationisoneoftheimportantstepstakentowardscompletingimportandexporttradeagreements.Toreachthedesiredresults,thenegotiatorsmustseriouslycarryouttherelativetradepoliciesoftheirowncountries.TheyshouldhavegoodmannersandspeakfluentEnglish.Theyshouldhaveapro

12、foundknowledgeofprofessionaltechnologyandinternationalmarkets.Theyshouldknowthespecifications,packing,featuresandadvantagesoftheproductsandbeabletouseidiomaticandprofessionalterms.Ingeneral,anoverallframeworkofinternationalbusinessnegotiationcoverthefollowingaspects:backgroundfactors,theatmospherean

13、dtheprocess.3.1Backgroundfactorsrefertoobjectives,environment,marketsposition,thirdpartiesandnegotiators.Theyinfluencetheprocessofnegotiationandtheatmosphereinapositiveornegativeway.Objectivesmeanwhateachsidedesirestoachieveintheend.Theyarecommon,conflictingorcomplementaryinterestsinbothsideswanting

14、asuccessfultransactiontotakeplace;theirinterestsconflictasprofittooneiscosttotheother;andcomplementaryinterestbringsthemtogether.Commonandcomplementaryobjectivesleavedirectandpositiveeffectswhileconflictingobjectiveshavenegativeonesonthenegotiationprocess.Environmenthereisdefinedasthepolitical,socia

15、landstructuralfactorsrelatedtobothparties.Itoftenhinderstheprocessininternationalnegotiation.Politicalandsocialaspectscanaffecttheprocesswhereasmarketstructuredoestheatmosphere.Themarketpositionofthepartiesinvolvedplaysaleadingroleinthenegotiationprocess.Thethirdpartiessuchasgovernments,brokers,cons

16、ultantsandsoonmayinfluencetheprocesswiththeirownobjectives.Negotiatorsaffectthenegotiatingprocessbymeansoftheirownexperienceandnegotiatingskills.3.2Theatmosphereisofgreatimportancetothewholeprocessoftheinternationalbusinessnegotiation.Theatmosphereandtheprocessinfluenceeachotherateachstage.Atmospher

17、ereferstotheperceived“milieu”(氛围)aroundtheinteraction,howeachpartyregardstheothersbehavior,andthepropertiesoftheprocess.Ithastodowithpeoplesperceptionofreality.Tobemoreexact,innegotiationitistheperceptionofrealitythatisfarmoreimportantthantherealityitself.Somecharacteristicsoftheatmospherearedominan

18、tatonestage;othersatotherstage.Forexample,cooperationisdominantatthepre-negotiationratherthanconflict,asbothsideslookformutualsolutions.Differentcharacteristicsofatmospheredominatefromprocesstoprocess.Thesecharacteristicsareclassifiedasconflictvscooperation,powervsdependenceandexpectations.Theexiste

19、nceofconflictandcooperationisafundamentalcharacteristicofthenegotiationprocess.Ononehand,bothsideshavesomecommoninterestsinfindingasolutiontotheproblemthatfitsthemboth.Ontheotherhand,aconflictofinterestmayarise,ascosttoonecanmeanincometotheother.Therelationbetweenpoweranddependenceiscloselyrelatedto

20、theactualpowerrelation,whichisaffectedbythevalueoftherelationshiptothesidesandtheiravailablealternatives.Asforexpectations,therearetwotypes:long-termexpectationswithrespecttothepossibilitiesandvaluesoffuturebusiness;short-termexpectationsregardingprospectsforthepresentdeal.Expectationsdevelopandchan

21、geindifferentstagesoftheprocess.3.3Theprocessofinternationalbusinessnegotiationismadeupofthethreedifferentstages.Astageisdefinedasaspecificpartoftheprocessandcoversallactionsandcommunicationsbyeithersidepertaining(relevant)tonegotiationsmadeduringthatpart.Eithersidecommunicateswiththeothertoexchange

22、informationwithineachstage.Aspecificstagecomestoanendwithwherebothsidesdecidetoproceedontothenextstageordecidetoabandonthecommunicationiftheyseenopointinfurthernegotiations.Thethreedifferentstagesare:pre-negotiation,face-toface-negotiationandpost-negotiation.3.3.1Thepre-negotiationstagestartsfromthe

23、firstcontactbetweenthetwosideswhoseinterestindoingbusinesswitheachotherisshown.Fromthisstageon,bothsidesbegintounderstandoneanothersneedsandevaluatethebenefitsofenteringintotheprocessofnegotiation.Thisstageismoreusuallyimportantthantheformalnegotiationsintheinternationalbusinessrelationship.Socialan

24、dinformalrelationshipsbetweennegotiators,trustandconfidenceineachotherareofgreathelp.Bothsidesnowalsostarttoformtheirstrategyforface-to-facenegotiationaswellastrytoforeseeandtakeprecautionsagainstpossibleevents.3.3.2AtFace-to-facestage,bothsidesknowthattheycanworktogetherforasolutiontoajointproblemi

25、nspiteofthatthefactthateachsidemayviewthesituationinitsownway.Thisindicatestheimportanceofhavingface-to-facenegotiationinanopen-mindedwayandgettingreadyseveralalternatives.Itistimeforbothsidestoexplorethedifferencesinpreferencesandexpectationssothattheycancomeclosertoeachother.Generally,thenegotiati

26、onprocessiscontrolledbythesidethathasarrangedtheagenda,forintheprocess,hecanstresshisownstrengthsandtheopponentsweaknesses,thusputtingtheothersideonthedefensive.However,theagendamayrevealthepreparingsidespositioninadvanceandhencepermittheothersidetoprepareitscountermeasures.Somepeopleprefertostartne

27、gotiationsbydiscussingandagreeingonbroadprinciples.Anotherwaytoensuresuccessatthisstageisaninitialdiscussiononitemsofcommoninterest,whichcanhelpcreateanatmosphereofcooperationbetweenbothsides.Asforthechoiceofstrategy,itdependson3.3.3Allthetermsandconditionsatthis(Post-Negotiation)stagehavebeenagreed

28、uponwiththecontractbeingdrawnuptobesigned.Whatisworthnoticingisthatwritingthecontactandthewordinginitisanegotiationprocessinitself,formeaningandvaluesmaybedifferentbetweenbothsides.Thisstagemayleadtoarenewedface-to-facenegotiationifthereisnegativefeedbackfrombackgroundfactorsandatmosphere.Therefore,

29、thetermsandconditionsagreeduponshouldbereadtoeachotherafterconcessionsareexchangedanddiscussionsbeheldbymeansofminutesofmeetings,orsomethingunpleasantandunexpectedmayariselateroninthecourseoftheimplementationofthecontractunlessbothsidesmakesurethattheyhavepaidenoughattentiontoeverydetail.Itisnecessa

30、rythatbothsidesshouldmakesurethattheyunderstandeverythingtheyhaveagreedonbeforetheyleavethenegotiationtable.4.ThreeTargetsofInternationalBusinessNegotiationForasuccessfulagreement,participantsneedtoknownegotiationprinciplesandtactics.Therearetwoprinciplesininternationalbusinessnegotiations.First,att

31、hebeginningofthenegotiation,thenegotiatorsshouldknowwelltheirdesiredresultsandnotbewillfullymanipulatedbytheircounterparts.Onlywithadefinitepurposewillthenegotiatorsgraspthekeytothenegotiationandrealizetheirexpectedpurpose.Second,negotiatorsneedtoputforwardwhattheyexpect,takeafirmstandandmakeclearth

32、eirposition.Ininternationalbusinessnegotiations,priceisusuallythekeypointbecauseitdirectlyconcernstheeconomicbenefitstobothsides.Bothsidesseekadesiredresult.Togettheexpectedresultorachieveacertainpurpose,thenegotiators,shouldcalculatecarefullyanddecidethreedifferenttargets:1)thebesttarget;2)theinter

33、mediatetarget;3)theacceptabletarget4.1Thebesttargetistoachievealldesiredresults.Youshouldknowwellwhetheryourfirstquotationishighorlowifitisgenerallyacceptedbyyourcounterpart.Usuallybothsideshaveafewbargainsbeforeacceptance.Inthebeginning,makeahighofferandnegotiateforthebesttarget.Generallyspeaking,p

34、ersonswhofirmlymaintainthedesiredobjectivestotheendcanobtainthebestdeal.4.2Theintermediatetargetisfairforbothsides,althoughslightlylowerthanthebesttarget.Dontbeginnegotiatingattoolowofaprice.Yourquotationistobealittlelowereachtime.Doitstepbystep.Eachtimeyoureducetheprice,youshouldremainseriousaboutt

35、hedesiredresults.Underthissituation,yourcounterpartmaywellacceptyourquotationasthebestpossibleprice.Itislikelythatyoumayreachanagreementatthisprice.Pleasekeepinmindthattakingaseriousandfirmattitudeisthekeytoavoidingfurtherpricereductionsandunnecessaryexpenses.Thiswillresultinincreasedprofits.Ifyoume

36、etwithnegotiatorswhoalwaysbargainusingharshlanguage,donotbeangry.Thisindicatesthattheywanttobuyyourproducts.Youshouldbepatientandfriendly,usingsoftwordsandmoderatespeakingspeedandtone,knowingwellwhatnottosay,whattosayandwhentosay.Whenyoufeelindangerofgoingintoadeadlockednegotiation,itissuggestedtore

37、questabreakorrest.Thenreadjustyourplanandcontinuethenegotiation.4.3Theacceptabletargetistheminimumlevelbothsidescanbear.Itshouldnotbeexposedtoyourcounterpartatthebeginningofthenegotiation.Yourcounterpartmaynotbelieveitandalthoughthepriceisthelowest,hemayrejectyourquotation.Ontheotherhand,eveniftheag

38、reementisreachedattheminimumacceptableprice,yourcounterpartmaynothaveasatisfactorysenseofhavingbroughtyourpricedownInbrief,thepurposeofthenegotiationistoarriveatanagreementtobothsidesadvantage.Thesuccessfulresultsofthenegotiationsdependonthedeterminedobjectives,perseveranceandthelanguageexpressedbyt

39、henegotiators.Theyshoulddotheirbesttousesoftwords,speakeuphemistically,uselessflowerylanguage,haveasenseofhumorandcreateaharmoniousatmosphere.5.BasicRulesofInternationalBusinessNegotiationInterdependenceConcealmentandOpennessDifferentNegotiatingSituationsBargainingMixandCreativityProposalExchangeWin

40、nerorLoser5.1Interdependence“Onepalmcannotclap”.Thisistrueofeverydaylife,andisalsonoexceptiontoconductingabusinessnegotiation,inwhichbothsidesarelockedtogetheronaccountoftheirgoals.Asellercannotexistunlesshehasabuyer，whichdeterminesthisrelationshipbetweenthem.5.2ConcealmentandopennessInmanybusinessn

41、egotiations,bothpartiesmayconcealtheirrealintentionsandgoalstobettertheirchancesofbestdealpossible.Asthisisanopensecret,smoothcommunicationandgoodmutualunderstandingwilltosomedegreebecomedifficult,whichdoeseasilyleadtomisunderstanding.Toachievemoresatisfactoryresults,bothpartieswillhavetodecidehowop

42、enandhonesttheyshouldbeaboutpersonalpreferencesandneeds,andtowhatextenttheyshouldtrusttheotherside.5.3DifferentNegotiatingSituationsBothpartiesmustchangeasrequiredofthembysituations.Ifeitherofthemfailstofindoutwhichtypeofnegotiationisnecessaryinaparticularsituation,theodds(chances)arehewillfail.5.4B

43、argainingMixandCreativityHowtomakeboth“sides”meetinnegotiationswithoutcausingmuchlosstoeither,whichmaybringbothoutofthewin-losemixandhelpaccomplishtheirobjective,requirescreativity.Andthediscoveryofthisisbasedontheenvironmentwherenegotiatorsfeelcooperativeanddedicatedtoseekingthebestsolutionpossible

44、insteadofmeetingbutonesidesneeds.5.5ProposalExchangeTheheartofnegotiationistheexchangeofoffersandproposals.Thereisanunstatedassumptioninnegotiationthatbothsideswillshowtheirexchangeofofferstotheprocessoffindingasolutionbymakingconcessionstotheothersidesoffer.Andthroughtheprocessofofferandcounter-off

45、erapointisreachedonwhichbothsideswillagree.Tobesuccessful,anegotiatorneedstobeabletounderstandtheeventsthataretakingplaceduringtheexchangeofoffers,toknowhowtousethemtoadvantage,tokeeptheothersidefromusingthemtothenegotiatorsdisadvantage.5.6WinnerorLoserIntheprocessofbusinessnegotiation,ifbothparties

46、trytoreachanagreementthatmaximizestheiroutcome,itmayleadeitherpartytobeconcernedaboutonlywithhisendsandignoretheneedsofotherside.Suchasituationwillmostprobablycreateproblems.Generallyspeaking,inacommonnegotiationthepartiesinvolvedareeitherwinnerorloser,butinaformalinternationalnegotiationsuchaphenom

47、enonwillnotprobablyoccurjustbecauseoftheengagementofexperts.ChapterTwoTheGeneralProceduresofInternationalBusinessNegotiationPreparingStageAgreementConcludingandExecutingStageContactingandMateriallyNegotiableStage1.PreparingStageSincetherearetypicaltimeconstraintsofinternationalnegotiations,goodprepa

48、rationsmustbemadebeforenegotiationbegins.Goodnegotiationpreparationsmainlycovertwoaspects:1)gatheringinformationandplanningstrategiesandtactics;2)manipulationofthenegotiationsituation.Thebestnegotiatorsonbothsidesmanagesuchdetailswithgreatcare.Togetthemostoutofbusinessnegotiationsitisimportanttohave

49、everycausalfactorworkinginyourfavor.Thefollowingchecklististhegeneralworkspreparedfornegotiation:lAssessmentofthesituationandthepeoplelAgendalConcessionstrategieslFactstoconfirmduringthenegotiationlManipulationofthenegotiationsituation1.1AssessmentoftheSituationandthePeopleItiscommontolearnasmuchaspossibleaboutapotentialclientorpartnerbeforenegotiations