國(guó)際商務(wù)談判理論與實(shí)戰(zhàn)PPTChapter 3 Theories of International Business Negotiation

Chapter3

TheoriesofInternationalBusinessNegotiation

國(guó)際商務(wù)談判理論010203

Section1TheoryofHierarchyofNeeds需求層次理論Section2GameTheory博弈論

Section3TheoryofHarvardPrincipledNegotiation哈佛原則談判理論點(diǎn)擊添加文本Chapter3

TheoriesofInternationalBusinessNegotiation

國(guó)際商務(wù)談判理論Section1TheoryofHierarchyofNeeds需求層次理論011.

Researchhistoryandresearchersoftheoryofhierarchyofneeds需求層次理論的研究史和研究者ThehierarchyofneedstheorywasproposedbypsychologistAbrahamMaslow.Inthepaper"ATheoryofHumanMotivation"publishedinPsychologicalReviewin1943,hedividedhumanneedsinto:physiologicalneeds,safetyneeds,loveandbelongingneeds,respectneeds,self-actualizationneeds5levels.Inhis1954book"MotivationandPersonality",behindtheneedsforrespect,headdedtheneedsforknowledgeandaesthetic,andfurtherdividedhumanneedsinto7levels.Inhis1968book,“TowardaPsychologyofBeing”,heelaboratedontheneedsofpeopleatalllevels.Theoryofhierarchyofneedshasbeenwidelyspread,whichisofgreatsignificancetotheresearchandapplicationofmanagementscienceandbehaviorscience.需求層次理論由心理學(xué)家亞伯拉罕·馬斯洛提出。他1943年發(fā)表在《心理評(píng)論》（PsychologicalReview）上的論文《人類(lèi)動(dòng)機(jī)理論》（ATheoryofHumanMotivation）中把人的需要分為：生理的需要、安全的需要、愛(ài)和歸屬（社交）的需要、尊重的需要、自我實(shí)現(xiàn)的需要5個(gè)層次。他在1954年的著作《激勵(lì)與個(gè)性》（MotivationandPersonality）中，在尊重的需要后面，增加了求知的需要和審美的需要，進(jìn)而把人的需要分為7個(gè)層次。他在1968年的著作《走向存在的心理學(xué)》（TowardaPsychologyof

Being）中，又詳細(xì)闡述了人的各個(gè)層次的需要。需求層次理論被廣泛傳播,對(duì)管理科學(xué)、行為科學(xué)的研究和應(yīng)用有重要的借鑒意義。Intheseven-levelversionofMaslow'shierarchyofneeds,physiologicalneeds,saeftyneeds,loveandbelonging(social)needs,respectneeds,knowledgeneeds,aestheticneeds,andself-actualizationneeds,accordingtotheimportanceofeachisarrangedfromlowtohighinapyramidshape,thebottomofthepyramidisthelowestlevelofneeds,andthetopofthepyramidisthehighestlevelofneeds,beforethelowlevelneedsaremet,thehighlevelneedscannotbeinspiring.在7個(gè)層次版本的馬斯洛的需求層次理論中，生理的需要、安全的需要、愛(ài)與歸屬(社交)的需要、尊重的需要、求知的需要、審美的需要和自我實(shí)現(xiàn)的需要，按各自的重要性依次從低到高排列，呈金字塔狀，金字塔底部是最低層次的需要，金字塔頂部是最高層次的需要，在低層次的需要得到滿(mǎn)足之前，高層次的需要不能起到激勵(lì)人的作用。2023/11/852.

Contentsoftheoryofhierarchyofneeds

需求層次理論的內(nèi)容

Physiologicalneedsincludetheneedsforfood,water,airandhousing,whichareatthelowestlevel.Peoplealwaystrytheirbesttomeettheseneedsbeforeturningtohigherlevelneeds.Amanisnotinterestedinanythingelsewhenheishungry.Hismainmotivationistogetfood.Eventoday,therearemanypeoplewhocan'tmeetthesebasicphysiologicalneeds.生理的需要包括對(duì)食物、水、空氣及住房等的需要，這類(lèi)需要的層級(jí)最低，人員在轉(zhuǎn)向較高層級(jí)的需要之前，總是盡力滿(mǎn)足這類(lèi)需要。一個(gè)人在饑餓時(shí)不會(huì)對(duì)其他任何事物感興趣，他的主要?jiǎng)恿κ堑玫绞澄?。即使在今天，還有許多人不能滿(mǎn)足這些基本的生理上的需要。2023/11/86Physiologicalneeds

生理的需要

Safetyneedsincludetheneedforpersonalsafety,lifestabilityandfreedomfrompain,threatordisease.Likephysiologicalneeds,theonlythingpeoplecareaboutbeforesafetyneedsaremetissafetyneeds.Formanypeople,safetyneedstobereflectedinsafetyandstabilityofthejobaswellasmedicalinsurance,unemploymentinsuranceandretirementbenefits,people,whoareprimarilymotivatedbythesesafetyneeds,whenevaluatingtheircareers,seethemasbasicguaranteethattheycannotlose.Ifmanagersthinkthatsafetyneedsarethemostimportantforpersonnel,theywillfocusontheuseofsuchneedsinmanagement,emphasizerulesandregulations,occupationalsecurity,welfaretreatment,andprotectpersonnelfromunemployment.Ifpeoplehaveastrongneedforsafety,managersshouldnotbeunconventionalwhendealingwithproblems,andshouldavoidoropposerisks,andpeoplewillfollowtherulesandregulationstocompletethework.安全需要包括對(duì)人身安全、生活穩(wěn)定以及免遭痛苦、威脅或疾病等的需要。和生理上的需要一樣，在安全需要沒(méi)有得到滿(mǎn)足之前，人們唯一關(guān)心的就是這種需要。對(duì)許多人而言，安全需要表現(xiàn)為工作安全而穩(wěn)定以及有醫(yī)療保險(xiǎn)、失業(yè)保險(xiǎn)及退休福利等，主要受安全需要激勵(lì)的人，在評(píng)估職業(yè)時(shí)，把這些看作不能失去的基本保障。如果管理者認(rèn)為對(duì)人員來(lái)說(shuō)安全需要最重要，他們就在管理上著重利用這種需要，強(qiáng)調(diào)規(guī)章制度、職業(yè)保障、福利待遇，并保護(hù)人員不致失業(yè)。如果人員對(duì)安全需要非常強(qiáng)烈時(shí)，管理者在處理問(wèn)題時(shí)就不應(yīng)標(biāo)新立異，并應(yīng)該避免或反對(duì)冒險(xiǎn)，而人員將循規(guī)蹈距的完成工作。2023/11/87Safetyneeds

安全的需要Socialneedsincludetheneedforfriendship,loveandaffiliation.Whenthephysiologicalneedsandsafetyneedsaremet,socialneedswillbehighlighted,andthenhaveanincentiveeffect.InMaslow'sdemandlevel,thislevelisquitedifferentfromthefirsttwolevels.Iftheseneedsarenotmet,itwillaffectpeople'sspirit,leadingtohighabsenteeism,lowproductivity,dissatisfactionwithworkanddepression.Managersmustbeawarethatwhensocialneedsbecomethemainsourceofmotivation,workersareregardedasopportunitiestofindandestablishwarmandharmoniousinterpersonalrelationships,andjobsthatcanprovideopportunitiesforsocialinteractionamongcolleagueswillbevalued.Whenmanagersfeelthattheirsubordinatesarestrivingtomeetsuchneeds,theyusuallyadopttheattitudeofsupportandapproval,emphasizethattheycanbeacceptedbythepeopletheyworkwith,carryoutbusinessactivitiessuchasorganizedsportscompetitionsandgroupgatherings,andrequestthemtocomplywiththenormsofcollectivebehavior.2023/11/88Loveandbelonging(social)needs

愛(ài)與歸屬（社交）的需要社交需要包括對(duì)友誼、愛(ài)情以及隸屬關(guān)系的需要。當(dāng)生理上的需要和安全需要得到滿(mǎn)足后，社交需要就會(huì)突顯出來(lái)，進(jìn)而產(chǎn)生激勵(lì)作用。在馬斯洛需求層次中，這一層級(jí)是與前二層級(jí)截然不同的另一層級(jí)。這些需要如果得不到滿(mǎn)足，就會(huì)影響人員的精神，導(dǎo)致高缺勤率、低生產(chǎn)率、對(duì)工作不滿(mǎn)及情緒低落。管理者必須意識(shí)到，當(dāng)社交需要成為主要的激勵(lì)源時(shí)，工作被人員視為尋找和建立溫馨和諧人際關(guān)系的機(jī)會(huì)，能夠提供同事間社交往來(lái)機(jī)會(huì)的職業(yè)會(huì)受到重視。管理者感到下屬努力追求滿(mǎn)足這類(lèi)需要時(shí)，通常會(huì)采取支持與贊許的態(tài)度，十分強(qiáng)調(diào)能為共事的人所接受，開(kāi)展有組織的體育比賽和集體聚會(huì)等業(yè)務(wù)活動(dòng)，并且要求他們遵從集體行為規(guī)范。2023/11/89Theneedsforrespectincludenotonlypersonalfeelingsofachievementorself-worth,butalsotherecognitionandrespectofothersforthemselves.Peoplewithrespectneedsexpectotherstoacceptthemaccordingtotheiractualimageandthinkthattheyarecapableandcompetentforthejob.Theyareconcernedwithachievement,reputation,statusandpromotionopportunities.It'sbecausepeoplerecognizetheirtalents.Whentheygetthese,theynotonlywinpeople'srespect,butalsohaveconfidenceintheirheartsbecausetheyaresatisfiedwiththeirownvalues.Failuretomeetsuchneedswilldepressthem.Ifotherpeople'shonorisnotbasedontheirtruelearning,butontheirvanity,itwillalsoposeathreattotheirpsychology.Whenmotivatingpeoplewithrespectneeds,managersshouldadoptthewayofpublicrewardandpraise,andthearrangementofworkshouldespeciallyemphasizethearduousnessoftheworkandthesuperbskillsneededforsuccess.Themethodssuchasawardingmedalofhonor,publishingarticlesofpraiseinthecompany'sjournals,andpublishingthehonorlistofexcellentemployeescanimprovepeople'sprideintheirwork.2023/11/810Respectneeds/Esteemneeds

尊重的需要

尊重的需要既包括對(duì)成就或自我價(jià)值的個(gè)人感覺(jué)，也包括他人對(duì)自己的認(rèn)可與尊重。有尊重需要的人希望別人按照他們的實(shí)際形象來(lái)接受他們，并認(rèn)為他們有能力，能勝任工作。他們關(guān)心的是成就、名聲、地位和晉升機(jī)會(huì)。這是由于別人認(rèn)識(shí)到他們的才能而得到的。當(dāng)他們得到這些時(shí)，不僅贏得了人們的尊重，同時(shí)就其內(nèi)心因?qū)ψ约簝r(jià)值的滿(mǎn)足而充滿(mǎn)自信。不能滿(mǎn)足這類(lèi)需要，就會(huì)使他們感到沮喪。如果別人給予的榮譽(yù)不是根據(jù)其真才實(shí)學(xué)，而是徒有虛名，也會(huì)對(duì)他們的心理構(gòu)成威脅。管理者在激勵(lì)有尊重需要的人員時(shí)，應(yīng)采取公開(kāi)獎(jiǎng)勵(lì)和表?yè)P(yáng)的方式，布置工作要特別強(qiáng)調(diào)工作的艱巨性以及成功所需要的高超技巧等。頒發(fā)榮譽(yù)獎(jiǎng)?wù)?、在公司的刊物上發(fā)表表?yè)P(yáng)文章、公布優(yōu)秀員工光榮榜等方法都可以提高人員們對(duì)自己工作的自豪感。2023/11/811Peoplehavetheneedstoknow,understandandexplorethings,andtheunderstandingoftheenvironmentistheresultofcuriosity，curiositycouldberegardedasoneoftheseneeds.人有知道、了解和探索事物的需要，對(duì)環(huán)境的認(rèn)識(shí)則是好奇心作用的結(jié)果，好奇心可視為這類(lèi)需要之一。2023/11/812Knowledgeneeds

求知的需要

Peoplehavetheneedstopursuesymmetry,tidinessandbeauty,andgetsatisfactionthroughthetransformationfromuglinesstobeauty.Maslowfoundthatinastrictlybiologicalsense,peopleneedbeauty,justastheirdietneedscalcium,whichhelpsthembecomehealthier.人都有追求勻稱(chēng)、整齊和美麗的需要，并且通過(guò)從丑向美轉(zhuǎn)化而得到滿(mǎn)足。馬斯洛發(fā)現(xiàn)，從嚴(yán)格的生物學(xué)意義上來(lái)說(shuō)，人需要美，正如人的飲食需要鈣一樣，美有助于人變得更健康。2023/11/813Aestheticneeds

審美的需要

Thegoalofselfactualizationisselfrealization,ortherealizationofpotential.Thosewhoreachtherealmofselfrealizationacceptthemselvesandothers.Theabilitytosolveproblemsisenhanced,theconsciousnessisimproved,theabilitytodealwithaffairsindependentlyisimproved,andtheyrequiretobealonewithoutbeingdisturbed.Inordertomeetthisneedtogivefullplaytohisability,heshouldhavemetotherneedspartlyatsometime.Ofcourse,peoplewhorealizethemselvesmaypaytoomuchattentiontothesatisfactionoftheneedsatthehighestlevel,sothattheyconsciouslyorunconsciouslygiveupmeetingtheneedsatthelowerlevel.Peoplewithdominantselfactualizationneedsaremotivatedtousethemostcreativeandconstructiveskillsinhiswork.Managerswhovaluethisneedwillrealizethatnomatterwhatkindofworkcanbeinnovated,creativityisnotuniquetomanagers,buteveryoneexpectstohave.unconditionallyacceptedbythescientificcommunity.2023/11/814Self-actualizationneeds

自我實(shí)現(xiàn)的需要

Inordertomaketheworkmeaningful,managerswhoemphasizeselfrealizationwillconsidertheuseofstrategiestoadapttocomplexsituationswhendesigningwork,assignspecialtaskstopeoplewithuniqueskillstodisplaytheirtalents,orleaveroomforpeoplewhendesigningworkproceduresandmakingimplementationplans.Maslowusedtheautobiographiesandmanuscriptsof21successfulpeopletostudytheneedsofhumanbeingsatthislevel.However,thisresearchmethodisseriouslylimitedbytheauthor'sowntemperamentandprejudice,andlacksobjectivedatasupport.Therefore,Maslow'sconclusionatthelevelofselfrealizationneedsshouldnotbe2023/11/815自我實(shí)現(xiàn)需要的目標(biāo)是自我實(shí)現(xiàn)，或是發(fā)揮潛能。達(dá)到自我實(shí)現(xiàn)境界的人，接受自己也接受他人。解決問(wèn)題能力增強(qiáng)，自覺(jué)性提高，善于獨(dú)立處事，要求不受打擾地獨(dú)處。要滿(mǎn)足這種盡量發(fā)揮自己才能的需要，他應(yīng)該已在某個(gè)時(shí)刻部分的滿(mǎn)足了其他的需要。當(dāng)然自我實(shí)現(xiàn)的人可能過(guò)分關(guān)注這種最高層級(jí)的需要的滿(mǎn)足，以致于自覺(jué)或不自覺(jué)的放棄滿(mǎn)足較低層級(jí)的需要。自我實(shí)現(xiàn)需要占支配地位的人，會(huì)受到激勵(lì)在工作中運(yùn)用最富創(chuàng)造性和建設(shè)性的技巧。重視這種需要的管理者會(huì)認(rèn)識(shí)到，無(wú)論哪種工作都可以進(jìn)行創(chuàng)新，創(chuàng)造性并非管理者獨(dú)有，而是每個(gè)人都期望擁有的。為了使工作有意義，強(qiáng)調(diào)自我實(shí)現(xiàn)的管理者，會(huì)在設(shè)計(jì)工作時(shí)考慮運(yùn)用適應(yīng)復(fù)雜情況的策略，會(huì)給身懷絕技的人委派特別任務(wù)以施展才華，或者在設(shè)計(jì)工作程序和制定執(zhí)行計(jì)劃時(shí)為人員群體留有余地。馬斯洛在研究這一層級(jí)的人類(lèi)需要時(shí)，采用了21位成功人士的自傳和文稿，通過(guò)研究這些文字作品來(lái)得到作者本人的需要特征。但是這種研究方式嚴(yán)重受限于作者本人的性情和偏見(jiàn)，缺乏客觀的數(shù)據(jù)支持，因此馬斯洛在自我實(shí)現(xiàn)需要這一層級(jí)結(jié)論不應(yīng)該被科學(xué)界無(wú)條件的接受。2023/11/816self-actualizationneeds

自我實(shí)現(xiàn)的需要aestheticneeds

審美的需要knowledgeneeds

求知的需要respectneeds

尊重的需要loveandbelongingneeds

愛(ài)和歸屬的需要safetyneeds

安全的需要physiologicalneeds

生理的需要2023/11/817(1)Thetheoryofhierarchyofneedsprovidesatheoreticalbasisforfindingoutthemotivationofthenegotiationopponent,becauseneedsmaytransformintomotivationstopromotepeopletoengageincertainbehaviors,includingnegotiationactivities.Masteringthetheoryhelpsnegotiatorstoknowthemselvesandtheother,findouttheneedsbehindtheotherparty'sparticipationinthenegotiation,analyzehowtochoosedifferentmethodstoadapt,resistorchangethemotivationoftheotherparty,understandthecorrespondingmotivationandeffectofeachneed,soastochoosethebestnegotiationmethod.需求層次理論為摸清談判對(duì)手的動(dòng)機(jī)提供了理論基礎(chǔ)，因?yàn)樾枰赊D(zhuǎn)化為動(dòng)機(jī)，推動(dòng)人們?nèi)氖履撤N行為，包括從事談判活動(dòng)。掌握需求層次理論，有助于使談判者知己知彼，找出對(duì)方參與談判背后的需要，分析如何選擇不同的方法去適應(yīng)、抵制或者改變對(duì)方的動(dòng)機(jī)，了解每一種需要的相應(yīng)動(dòng)力和作用，以便選擇最佳的談判方法。2023/11/8183.

Applicationoftheoryofhierarchyofneedsinnegotiation

需求層次理論在談判中的應(yīng)用

(2)Thetheoryofhierarchyofneedsprovidesatheoreticalbasisfortheformulationofavarietyofnegotiationschemes,whichcanhelpnegotiatorstoformulateavarietyofnegotiationschemes.需求層次理論為多種談判方案的制定提供了理論基礎(chǔ)，可以幫助談判人員制定多種談判方案。①I(mǎi)tisthepremiseofmakinganegotiationplantomakecleartheneedsofeachparty.Beforenegotiation,anegotiationplanshouldbemade,thesuccessfulnegotiationplanisdeterminedbymanyfactors,oneofthemostimportantfactorsistheneedsofbothparties,therefore,tomakecleartheneedsofbothpartiesisthepremiseofmakinganegotiationplan,otherwise,theplanformulatedwillnotbeputintopractice,ithasnointentionrighteousness.搞清各自的需要是制訂談判方案的前提。談判前要制訂談判方案，而成功的談判方案的制訂是由多種因素共同決定的，其中一個(gè)非常重要的因素就是談判雙方的需要，所以弄清雙方的需要是制訂談判方案的前提，否則制訂出來(lái)的方案將無(wú)法付諸實(shí)施，因而也毫無(wú)意義。2023/11/819②Thereisnotonlyonewaytomeetacertainneed,butalsoavarietyofwaysandschemestochoose.Thestudyofalargenumberofnegotiationcasesindeadlockshowsthatinmanycases,becausepeoplebelievethatonlytheschemeputforwardbythemselvesistheonlyacceptableone,whichleadstonegotiationstalling,deadlockandfinallybreakdownofnegotiation.Infact,asthesayinggoes,allroadsleadtoRome,andtherearemanyplanstomeettheneedsofbothsides,whichmayonlybedifferentinthedegreeofprofit.Smartnegotiatorscanalwaysimagineavarietyofalternativewaysandplanstomeettheneedsofbothsidesbeforethenegotiation,soastoapplythematanytimeinthenegotiationandgraduallyguidethenegotiationtosuccess.滿(mǎn)足某種需要不是只有一種途徑，而是有多種途徑和多種方案可供選擇，對(duì)大量陷入僵局的談判案例的研究表明，在很多情況下，由于人們認(rèn)定只有自己提出的方案才是唯一可接受的，從而導(dǎo)致談判擱淺、形成僵局，并最終使談判破裂。其實(shí)正如俗話(huà)所說(shuō)的那樣，條條大路通羅馬，滿(mǎn)足雙方需要的方案有很多，可能只是在獲利的程度上有所不同，聰明的談判者總能在談判前設(shè)想出滿(mǎn)足雙方需要的可供選擇的多種途徑與方案，以便在談判中隨時(shí)加以應(yīng)用，逐步引導(dǎo)談判走向成功。2023/11/820①Physiologicalneedsandnegotiation生理的需要與談判Negotiationisakindofhigh-levelintellectuallaborthatconsumesalotofphysicalandmentalenergy,butalsobearsgreatpsychologicalpressure.Ifthephysiologicalneedsofthenegotiatorsarenotguaranteed,itwillaffecttheexperienceandemotionsofthenegotiators,andaffecttherealizationoftheschedulednegotiationgoals.Physiologicalneedsaremainlymanifestedinnegotiators'needsforclothing,food,housing/livingandtransportation.Thedemandforclothesistodressneatlyandappropriately,conformtotheirownimageandtemperament,gettherecognitionoftheotherparty,andincreasetheirownnegotiationmomentum.Thedemandforfoodisrichnutritioninlinewiththeirowntasteandeatinghabits,inlinewiththerequirementsofsafetyandhealth.Thedemandforlivingreferstoaquiet,comfortableandconvenientlivingenvironmentinlinewiththeirownstatusandlivinghabits,whichisconducivetoeliminatingfatigue,restoringphysicalenergy,andmaintainingafriendlypsychology.Thedemandfortransportationreferstotheconvenienceoftransportationandcommunication,soastogetintouchwithandcontactwithsuperiordepartmentsatanytimeandimprovenegotiationefficiency.2023/11/821(3)Thetheoryofhierarchyofneedsprovidesatheoreticalbasisfortheuseofnegotiationstrategiesandskills.

需求層次理論為談判謀略和技巧的運(yùn)用提供了理論依據(jù)

Inthenegotiation,thereceptionpartyshouldnotonlymakeathorougharrangementforhimself,butalsoconsidertoprovidetheotherpartywithgoodconditionsforfood,clothing,housingandtransportation,soastoreducethetension,suspicionandhugepsychologicalpressurecausedbytheotherparty'sparticipationinthenegotiationandcreateagoodnegotiationatmosphere.談判是一種消耗大量體力和腦力的高級(jí)智力勞動(dòng)，同時(shí)還要承受極大的心理壓力，如果談判人員的生理需要得不到保證，就會(huì)影響到談判人員的經(jīng)歷與情緒，影響預(yù)定談判目標(biāo)的實(shí)現(xiàn)。生理需要在談判中主要表現(xiàn)為談判者對(duì)衣食住行的需求。對(duì)衣著的需求是穿著整潔得體，符合自己形象和氣質(zhì)，得到對(duì)方的認(rèn)同，增加自己一方的談判氣勢(shì)。對(duì)食的需求是營(yíng)養(yǎng)豐富符合自己的口味和飲食習(xí)慣，合乎安全衛(wèi)生的要求。對(duì)住的需求是指符合自己的身份地位和居住習(xí)慣，有一個(gè)安靜舒適和方便的居住環(huán)境，這樣有利于消除疲勞，恢復(fù)體力精力，也有利于保持友善的心理。對(duì)行的需求，是指有交通通信的便利條件，以便隨時(shí)和上級(jí)部門(mén)取得接觸和聯(lián)系，提高談判效率。談判中的接待一方除了為談判本身做周密的部署外，還要考慮為談判的對(duì)方提供良好的衣食住行條件，這樣可減輕對(duì)方參與談判而帶來(lái)的緊張、懷疑和巨大心理壓力，創(chuàng)造一個(gè)良好的談判氛圍。2023/11/822②Safetyneedsandnegotiation安全的需要與談判Theneedofsafetymainlyliesinpersonalsafetyandstatussafety.Personalsafetyismainlyaimedatthenegotiatorsofthevisitingparty,becausetheydon'tknowthesocialconditions,customs,publicsecurity,trafficandotherconditionsofthevisitingplace,thevisitorsusuallylackasenseofsafety.Thereceivingpartyshouldtakecareofitinallaspectsasmuchaspossible,suchasthespecialpersonisresponsibleforthepick-up,accompanyingthevisitandshopping,etc.Statussecurityismainlymanifestedinthatbothsidesofthenegotiationmaytakereachinganagreementastheirowntask,orevenmistakenlythinkthatitisbettertoreachalessidealnegotiationagreementthantoreachnoagreementandgetnothing.Thisisthecruxofcompromiseandrepeatedconcessionsinthenegotiation.Forthisissue,negotiatorsandtheirsuperiorsshouldhaveacorrectunderstandingoftheequalityandmutualbenefitofnegotiation,andcannotsimplyassesstheperformanceofnegotiatorsbywhethertheyreachanagreement.2023/11/823安全的需要主要表現(xiàn)在人身安全和地位安全。人身安全主要針對(duì)來(lái)訪(fǎng)一方的談判者，由于對(duì)訪(fǎng)問(wèn)地的社會(huì)民情、風(fēng)俗習(xí)慣、治安、交通等狀況不了解，來(lái)訪(fǎng)者通常會(huì)缺乏安全感，接待一方應(yīng)盡可能的在各方面予以照顧，比如，專(zhuān)人負(fù)責(zé)接送、陪同參觀游覽和購(gòu)物等。地位安全主要表現(xiàn)在談判雙方都可能會(huì)把達(dá)成協(xié)議作為自己的任務(wù)，甚至錯(cuò)誤地認(rèn)為達(dá)成一個(gè)不太理想的談判協(xié)議，總比達(dá)不成協(xié)議而一無(wú)所獲的結(jié)果要好，這是談判中委曲求全以及一再退讓的癥結(jié)所在，對(duì)于這個(gè)問(wèn)題，談判者及其上級(jí)應(yīng)對(duì)談判的平等互利，有一個(gè)正確的認(rèn)識(shí)，不能簡(jiǎn)單地以是否達(dá)成協(xié)議作為標(biāo)準(zhǔn)來(lái)考核談判人員的業(yè)績(jī)。2023/11/824Negotiatorsallhopethatfriendlyrelationscanbeestablishedbetweenthetwosidesandfriendshipcanbeobtainedfromtheotherside.Inaddition,theyalsohopethatthenegotiationteamoftheirownsidecanstrengthencommunicationandcooperationtojointlystriveforthesuccessofthenegotiation.Therefore,thereceptionpartyshouldholdafriendlyandcooperativeattitudeandtakeadvantageofallopportunities,includinglanguage,expression,banquet,entertainment,giftgiving,etc.todevelopfriendshipwiththeotherside,oncethetwosideshaveestablishedgoodinterpersonalrelationship,itiseasiertocommunicateandunderstandeachother.Atthesametime,thepersoninchargeofthenegotiationteamshouldmaintaintheunityandcooperationwithintheteam,fullylistentotheopinionsofeachmember,trytoadoptitsreasonablepart,andmakeareasonableexplanationfortheopinionsthatcannotbeadopted,however,allmembersatthenegotiationtableshouldbeconsistentincaliber,uniteinfighting,andnotshowanydifferencesandopinions,soastoavoidgivingtheotherpartyachance.2023/11/825③Loveandbelongingneedsandnegotiation

愛(ài)和歸屬的需要與談判

談判者都希望，雙方之間能建立友好關(guān)系，得到對(duì)方的友誼，另外也希望自己一方的談判班子內(nèi)部加強(qiáng)溝通和協(xié)作，共同爭(zhēng)取談判的成功，因此接待一方，應(yīng)當(dāng)持有一種友好合作的心態(tài)，利用一切機(jī)會(huì)，包括語(yǔ)言、表情、宴請(qǐng)、娛樂(lè)、贈(zèng)送禮品等發(fā)展與對(duì)方的友誼，一旦雙方建立了良好的人際關(guān)系，彼此之間就更容易溝通和了解。同時(shí)談判班子的負(fù)責(zé)人應(yīng)當(dāng)保持班子內(nèi)部的團(tuán)結(jié)和協(xié)作，充分聽(tīng)取每個(gè)成員的意見(jiàn)，盡量采納其合理部分，并對(duì)不能采納的意見(jiàn)作出合理解釋?zhuān)谡勁凶郎先w成員應(yīng)口徑一致，團(tuán)結(jié)作戰(zhàn)，不能把任何分歧和意見(jiàn)顯示出來(lái)，以免給對(duì)方可乘之機(jī)。2023/11/826④Respect/esteemneedsandnegotiation尊重的需要與談判Everynegotiatorwantstoberespectedbyhiscounterpart,inordertoberespectedbyhiscounterpart,hemustfirstrespecthiscounterpart,therefore,inthenegotiationprocess,thenegotiatorshouldshowrespectforhiscounterparteverywhere.Firstofall,youshouldrespecttheotherparty’spersonality,uselanguagewithcivilityandpolitenessinsteadofinsulting,attackingandabusing.Secondly,theidentityandstatusoftheopponentshouldberespected,inthenegotiation,theidentityandstatusofthetwosidesshouldbeequal,evenifthereisagap,itshouldnotbetoobig.Otherwise,whenpeoplewithloweridentityandstatusnegotiatewithpeoplewithhigheridentityandstatus,thelatterwillthinkthatheisnotrespected,thisaffectsthenegotiation,orevencausesthenegotiationtobreakdown.Thirdly,youshouldrespecttheknowledgeandabilityoftheotherparty,sometimes,inthenegotiation,theotherpartywillintentionallyorunintentionallydisturbthenegotiationorderordeliberatelyconfusesomeclearandsimpleconcepts,atthistime,youshouldnotbelittle,mockorridiculetheotherparty'sshallowknowledge,justclarifytheproblemfromthefront.每個(gè)談判者都希望得到談判對(duì)手的尊重，要想得到對(duì)手的尊重，必須首先尊重對(duì)手，因此在談判過(guò)程中，談判者要處處表現(xiàn)出對(duì)對(duì)手的尊重。首先，應(yīng)當(dāng)尊重其人格，使用語(yǔ)言時(shí)要文明禮貌，而不要使用侮辱、攻擊和謾罵的語(yǔ)言。其次，應(yīng)尊重對(duì)手的身份和地位，在談判中雙方的身份和地位應(yīng)該對(duì)等，即使有差距也不要太大，否則，身份和地位較低的人員與身份和地位較高的人員進(jìn)行談判時(shí)，后者會(huì)以為是對(duì)其不尊重，影響談判進(jìn)行，甚至造成談判破裂。再次，應(yīng)尊重對(duì)手的學(xué)識(shí)和能力，有時(shí)在談判中對(duì)方會(huì)有意無(wú)意的攪亂談判秩序或故意混淆一些本來(lái)很明確淺顯的概念，這時(shí)也不要貶低、嘲笑或譏諷對(duì)方學(xué)識(shí)淺薄，只是從正面將問(wèn)題予以澄清即可。2023/11/827Everynegotiatorwantstoberespectedbyhiscounterpart,inordertoberespectedbyhiscounterpart,hemustfirstrespecthiscounterpart,therefore,inthenegotiationprocess,thenegotiatorshouldshowrespectforhiscounterparteverywhere.Firstofall,youshouldrespecttheotherparty’spersonality,uselanguagewithcivilityandpolitenessinsteadofinsulting,attackingandabusing.Secondly,theidentityandstatusoftheopponentshouldberespected,inthenegotiation,theidentityandstatusofthetwosidesshouldbeequal,evenifthereisagap,itshouldnotbetoobig.Otherwise,whenpeoplewithloweridentityandstatusnegotiatewithpeoplewithhigheridentityandstatus,thelatterwillthinkthatheisnotrespected,thisaffectsthenegotiation,orevencausesthenegotiationtobreakdown.Thirdly,youshouldrespecttheknowledgeandabilityoftheotherparty,sometimes,inthenegotiation,theotherpartywillintentionallyorunintentionallydisturbthenegotiationorderordeliberatelyconfusesomeclearandsimpleconcepts,atthistime,youshouldnotbelittle,mockorridiculetheotherparty'sshallowknowledge,justclarifytheproblemfromthefront.2023/11/828④Respect/esteemneedsandnegotiation

尊重的需要與談判

每個(gè)談判者都希望得到談判對(duì)手的尊重，要想得到對(duì)手的尊重，必須首先尊重對(duì)手，因此在談判過(guò)程中，談判者要處處表現(xiàn)出對(duì)對(duì)手的尊重。首先，應(yīng)當(dāng)尊重其人格，使用語(yǔ)言時(shí)要文明禮貌，而不要使用侮辱、攻擊和謾罵的語(yǔ)言。其次，應(yīng)尊重對(duì)手的身份和地位，在談判中雙方的身份和地位應(yīng)該對(duì)等，即使有差距也不要太大，否則，身份和地位較低的人員與身份和地位較高的人員進(jìn)行談判時(shí)，后者會(huì)以為是對(duì)其不尊重，影響談判進(jìn)行，甚至造成談判破裂。再次，應(yīng)尊重對(duì)手的學(xué)識(shí)和能力，有時(shí)在談判中對(duì)方會(huì)有意無(wú)意的攪亂談判秩序或故意混淆一些本來(lái)很明確淺顯的概念，這時(shí)也不要貶低、嘲笑或譏諷對(duì)方學(xué)識(shí)淺薄，只是從正面將問(wèn)題予以澄清即可。2023/11/829Negotiatorshavetheneedforknowledge.Ifonepartyhasanydoubtaboutoffer,terms,concepts,termsandconditionsaswellasreasonsforconcessionproposedbytheotherparty,hewillclarifyitbyaskingquestions,itrequiresthatthepartywhoanswersmustbecareful.Inaddition,avisitingpartywillexplorethestrengthofthereceivingpartyinmanyaspects,forexample,byvisitingthefactoryandchattingwithworkersandmanagementpersonnel,theproductionandoperationstatusofthereceivingpartywillbeknown,whichrequiresthereceivingpartytobemorecareful,soasnottodisclosebusinesssecretsorbusinesssecrets.談判者都有求知的需要。如果對(duì)談判一方對(duì)另一方提出的報(bào)價(jià)、術(shù)語(yǔ)、概念、條款和讓步理由有疑問(wèn)時(shí)，會(huì)通過(guò)提問(wèn)方式加以澄清，這就要求回答的一方必須小心應(yīng)對(duì)。此外，來(lái)訪(fǎng)的一方會(huì)對(duì)接待一方的實(shí)力進(jìn)行多方面的探查，比如，通過(guò)參觀工廠與工人和管理人員閑聊的方式了解接待一方的生產(chǎn)經(jīng)營(yíng)狀況，這更要求接待一方謹(jǐn)慎應(yīng)對(duì)，以免泄露經(jīng)營(yíng)秘密或商業(yè)秘密。2023/11/830⑤Knowledgeneedsandnegotiation

求知的需要與談判

Negotiatorshouldshowtheotherpartygoodqualitiesandmentaloutlookfromtheaspectsofappearance,clothing,language,posture,etc.Thereceivingpartyshouldtryhisbesttoarrangeanegotiationplacethatcanbringgoodsensoryenjoymenttopeopleasaplacefornegotiation,soastobringpleasantmoodtovisitorsandcreategoodconditionsforpromotingnegotiationandreachingtransactions.談判者要從外表、衣著、語(yǔ)言、姿態(tài)等各方面向?qū)Ψ秸宫F(xiàn)自己的良好素質(zhì)和精神面貌。接待一方，要盡量安排能給人帶來(lái)良好感官享受的談判場(chǎng)所作為洽談地點(diǎn)，以便給來(lái)訪(fǎng)者帶來(lái)愉悅的心情，為促進(jìn)談判、達(dá)成交易創(chuàng)造良好條件。2023/11/831⑥Aestheticneedsandnegotiation

審美的需要與談判

Theneedofselfrealizationofnegotiatorsisreflectedbytheachievementsofnegotiation,thegreaterbenefitsnegotiatorsgetinthenegotiation,thehighersatisfactionoftheneedofselfrealization.Theneedofselfrealizationcanbesaidtobethehighestneedofnegotiators,andalsothemostdifficultneedtomeet,becauserestrictedbythenegotiationobjectivesofbothparties,itcanonlymeettheneedsofselfrealizationoftheotherpartyasmuchaspossibleonthepremiseofstrivingforthebestnegotiationinterestsforoneparty.談判者自我實(shí)現(xiàn)的需要是通過(guò)談判取得的成績(jī)來(lái)體現(xiàn)的，談判者在談判中獲得的利益越大，自我實(shí)現(xiàn)需要的滿(mǎn)足程度也越高。自我實(shí)現(xiàn)的需要可以說(shuō)是談判者最高的需求，也是最難滿(mǎn)足的需要，因?yàn)槭艿诫p方談判目標(biāo)的制約，只能是在為自己一方爭(zhēng)取最大談判利益的前提下，盡量滿(mǎn)足對(duì)方自我實(shí)現(xiàn)的需要。2023/11/832⑦Self-actualizationneedsandnegotiation

自我實(shí)現(xiàn)的需要與談判

Section2

GameTheory博弈論021.

Historyandresearchersofgametheory博弈論的研究史和研究者Gametheoryisthatthetwoplayersuseeachother'sstrategiestochangetheirconfrontationstrategiesinequalgamestoachievethegoalofwinning.Gametheorythoughtshaveexistedsinceancienttimes,theancientChinesebookssuchas“SunZi'sArtofWar”arenotonlyamilitarywork,butalsotheearliestgametheorywork.Gametheoryinitiallyfocusedonwinningandlosinginchess,bridge,andgambling.People'sgraspofthegamesituationonlystayedonexperienceanddidnotdevelopintoatheoreticaldevelopment.博弈論是二人在平等的對(duì)局中各自利用對(duì)方的策略變換自己的對(duì)抗策略，達(dá)到取勝的目的。博弈論思想古已有之，中國(guó)古代的《孫子兵法》等著作就不僅是一部軍事著作，而且算是最早的一部博弈論著作。博弈論最初主要研究象棋、橋牌、賭博中的勝負(fù)問(wèn)題，人們對(duì)博弈局勢(shì)的把握只停留在經(jīng)驗(yàn)上，沒(méi)有向理論化發(fā)展。Gametheoryconsidersthepredictiveandactualbehaviorofindividualsinthegame,andstudiestheiroptimizationstrategies.ModernresearchongametheorybeganinZermelo,Borel,andVonNeumann博弈論考慮游戲中的個(gè)體的預(yù)測(cè)行為和實(shí)際行為，并研究它們的優(yōu)化策略。近代對(duì)于博弈論的研究，開(kāi)始于策梅洛、波萊爾及馮·諾依曼。2023/11/834In1928,VonNeumannprovedthebasicprinciplesofgametheory,therebyannouncingtheformalbirthofgametheory.In1944,theepoch-makingmasterpiece"GameTheoryandEconomicBehavior"co-authoredbyvonNeumannandMorgansteinextendedthetwo-playergametothestructureofn-playergamesandsystematicallyappliedgametheorytotheeconomicfield,therebylayingthefoundationandtheoreticalsystems.1928年，馮·諾依曼證明了博弈論的基本原理，從而宣告了博弈論的正式誕生。1944年，馮·諾依曼和摩根斯坦共著的劃時(shí)代巨著《博弈論與經(jīng)濟(jì)行為》將二人博弈推廣到N人博弈結(jié)構(gòu)并將博弈論系統(tǒng)地應(yīng)用于經(jīng)濟(jì)領(lǐng)域，從而奠定了這一學(xué)科的基礎(chǔ)和理論體系。From1950to1951,JohnForbesNashJrusedthefixedpointtheoremtoprovetheexistenceofequilibriumpoints,whichlaidasolidfoundationforthegeneralizationofgametheory.Nash'sseminalthesis"TheEquilibriumPointofN-PlayerGame"(1950),"Non-cooperativeGame"(1951),etc.,gavetheconceptofNashequilibriumandtheexistencetheoremofequilibrium.Inaddition,theresearchofReinhardZeltenandJohnHassanialsopromotedthedevelopmentofgametheory,the1994NobelPrizeinEconomicswasawardedtothesethreegametheoryexpertsinrecognitionoftheirpioneeringcontributionstothetheoryofequilibriumanalysisinnon-cooperativegames,whichhadasignificantimpactongametheoryandeconomics.Todaygametheoryhasdevelopedintoamorecomprehensivediscipline.1950～1951年，約翰·福布斯·納什利用不動(dòng)點(diǎn)定理證明了均衡點(diǎn)的存在，為博弈論的一般化奠定了堅(jiān)實(shí)的基礎(chǔ)。納什的開(kāi)創(chuàng)性論文《N人博弈的均衡點(diǎn)》（1950），《非合作博弈》（1951）等等，給出了納什均衡的概念和均衡存在定理。此外，萊因哈德·澤爾騰、約翰·海薩尼的研究也對(duì)博弈論發(fā)展起到推動(dòng)作用，1994年諾貝爾經(jīng)濟(jì)學(xué)獎(jiǎng)授予3位博弈論專(zhuān)家，表彰他們?cè)诜呛献鞑┺牡木夥治隼碚摲矫孀龀隽碎_(kāi)創(chuàng)性的貢獻(xiàn)，對(duì)博弈論和經(jīng)濟(jì)學(xué)產(chǎn)生了的重大影響。今天博弈論已發(fā)展成一門(mén)較完善的學(xué)科。2023/11/836(1)ElementsofGameTheory博弈論的構(gòu)成要素①I(mǎi)n-gameplayer(Participant)局中人(參與者)In-gameplayer,inacompetitionorgame,eachparticipantwithdecision-makingpowerbecomesanin-gameplayer.Thephenomenonofagamewithonlytwoplayersiscalleda"two-playergame,"andagamewithmorethantwoplayersiscalleda"multi-playergame."局中人，在一場(chǎng)競(jìng)賽或博弈中，每一個(gè)有決策權(quán)的參與者成為一個(gè)局中人。只有兩個(gè)局中人的博弈現(xiàn)象稱(chēng)為“兩人博弈”,而多于兩個(gè)局中人的博弈稱(chēng)為“多人博弈”。②Strategyorbehavior策略或行為Strategyorbehaviorreferstothecollectionofallstrategiesorbehaviorsthateachparticipantcanchoose,thatis,themeansandmethodsthate