国际商务谈判（第三版）刘白玉-第4章：谈判策略与技巧（第三版）.pptxVIP

Chapter 4 Negotiation Strategy and Tactics （国际商务谈判策略与技巧） ; Contents （目录） 1. Quotation （引言） 2. Business negotiation strategy（商务谈判策略） 3. Business negotiation tactics（商务谈判技巧） 4. The relationship between strategy and tactic （策略与技巧的关系） 5. Negotiation styles (Personal)（个人谈判风格） 6. Negotiation styles (Team)（团队谈判风格） 7. Chinese case（中国案例） 8. Chinese culture（中国文化）;1. Quotation （引言） ★ If we want to win a war, then sometimes we have to lose a battle, or even several battles. -- Liu Baiyu 如果我们要赢得战争，有时候我们就必须打输一场战役，甚至几场战役。 -- 刘白玉 ;2. Business negotiation strategy （商务谈判策略） （1） Business strategy refers to the overall arrangement of approaches or prepared plan of actions to be taken in business negotiation in order to achieve a specific goal or objective. 谈判策略（战略）是指为了实现某个具体商务目标而采取的总的策略或者规划。 ;2. Business negotiation strategy （商务谈判策略） （2）Business negotiation goals（商务谈判目的） ★ depend on each other: non-zero-sum game, win-win situation （双方相互依赖：非零和博弈，双赢局面） ★ not depend on each other: zero-sum game, win-lose situation （双方非相互依赖：零和博弈，一输一赢局面） ;2. Business negotiation strategy （谈判策略） （3）Outcomes of global biz negotiation Tangible and intangible outcomes （有形和无形结果） ★ Tangible outcomes: values can be measured in concrete terms such as profit sharing, technology transfer, royalty sales, protection of intellectual property and equity ownership（有形的结果指价值可以用具体的数字来衡量的结果，如利润分配，技术转让，特许权的出售，知识产权的保护，股权等。）;2. Business negotiation strategy （谈判策略） （3）Outcomes of global biz negotiation ★ Intangible outcomes: values can not be measured in concrete terms such as the goodwill generated between two sides in a negotiation, the willingness to offer concessions to enhance the relationship between parties and the outcome through understanding, and give-and-take. （无形的结果指价值无法用具体的数字来衡量的结果，如谈判中建立的友好关系，为了增进双方之间的关系或建立在相互理解之上的结果而做出的让步的意愿，相互谦让。）;2. Business negotiation strategy