CHNG TRNH AO TAO T XA

QUA TRUYEN HNH - TRUYEN THANH MANG INTERNET

CHNG TRNH AO TAO T XA

QUA TRUYEN HNH - TRUYEN THANH MANG INTERNET

BAI GII THIEU MON

BAI GII THIEU MON

NGHE THUAT AM PHAN

NGHE THUAT AM PHAN

TRONG KINH DOANH

TRONG KINH DOANH

PGS. TS. OAN TH HONG VAN

PGS. TS. OAN TH HONG VAN

Nam 2006

In 2.000 cuon, kho 14,5 x 20,5cm. Tai ban lan 4, ngay 1 thang 12 nam
2006. Lu hanh noi bo.

Nghe Thuat am Phan Trong Kinh Doanh

NGHE THUAT AM PHAN

TRONG KINH DOANH
1. S CAN THIET CUA MON HOC
Trong cuoc song hang ngay, moi chung ta du muon hay khong
muon cung van c la mot nha am phan. Mot nha quan tr gioi
ng nhien phai la mot nha am phan gioi, nhng e tr thanh
nha am phan gioi la ieu khong n gian. Muon tr thanh nha
am phan gioi oi hoi phai co kien thc, co kinh nghiem, phai hoc
hoi va phan au khong ngng.
Trong ieu kien hoi nhap, th trng ngay cang m rong, canh
tranh ngay cang gay gat, muon chien thang c tren thng trng
lai cang can co nhng nha am phan gioi.
Chnh v vay, trong chng trnh ao tao cac nha quan tr luon
co mon hoc Nghe thuat am phan trong kinh doanh. Mon hoc
cung cap nhng kien thc can thiet e giup cac ban phan au, ren
luyen e tr thanh nha am phan gioi.
2. MUC CH CUA MON HOC
Vi muc ch phuc vu cho cac hoc vien Chng Trnh ao Tao
T Xa cua Trng ai Hoc Dan Lap Bnh Dng, cac chu doanh
nghiep va va nho, cac nha quan tr, cac nhan vien, cac nha am
phan hien tai va trong tng lai, mon hoc Nghe thuat am phan
trong kinh doanh cung cap nhng kien thc can thiet e sau khi
hoc xong mon hoc nay, cac ban co the hieu sau sac hn va van dung
tot hn nhng van e sau:

Nhng van e ly luan c ban ve am phan trong kinh doanh.

Ky thuat am phan trong kinh doanh.

am phan kinh doanh quoc te gia cac nen van hoa khac nhau.

Rut ra nhng bai hoc kinh nghiem ve am phan trong kinh

doanh.
3. PHAM VI NGHIEN CU

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Nghe Thuat am Phan Trong Kinh Doanh

Trong cuoc song hang ngay co vo so cac cuoc am phan, co

nhng cuoc am phan trong o yeu cau at ra khong cao va khong
can lap ke hoach trc cho qua trnh va ket qua am phan, v du
nh: cac cuoc am phan, trong gia nh, gia nhng ngi ban be
than thch, trong cuoc song i thng Ngc lai, cac cuoc am
phan trong kinh doanh, yeu cau can at c rat cao, oi hoi phai
chuan b ky lng ve thong tin, ve nang lc cho oi ngu can bo
am phan, phai lap ke hoach, xac nh muc tieu, xay dng chien
lc am phan Trong mon hoc nay chung ta ch tap trung nghien
cu dang am phan th hai am phan trong kinh doanh.
4. PHNG PHAP NGHIEN CU
e nghien cu mon hoc nay, co rat nhieu tai lieu tham khao.
Nhng e giup cac ban au t thi gian cho mon hoc mot cach tap
trung va hieu qua, xin gii thieu mot so tai lieu tham khao chnh:

Tai lieu do chng trnh ao tao t xa cua trng ai hoc Dan

lap Bnh Dng cung cap;

oan Th Hong Van

am phan trong kinh doanh quoc te.

Nha xuat ban Thong ke 2001/2004

Ghauri, P.N Usunier, J.C (1996)

International Business Negotiations.

Fisher.R, Ury, W. (1991)

Getting to Yes.

Vi nhng tai lieu co c, cac ban se ket hp gia viec, theo

doi Chng Trnh ao Tao T Xa do ai Truyen Hnh Bnh Dng
gii thieu, vi viec t oc tai lieu bat c ni au, vao bat c luc
nao tien li cho ban. Tren c s nhng kien thc co c ban se viet
mot tieu luan. (e tai tieu luan c gii thieu cuoi moi bai hoc,
ban co the tuy y la chon mot trong so o). Trc khi thi cac ban se

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Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

xuc; Giai oan am phan; Giai oan ket thuc am phan_ky

hp ong; Giai oan rut kinh nghiem.
Buoi 8 : Gii thieu phan au cua bai Ky thuat am phan
trong kinh doanh - am phan bang th.
Buoi 9 : Gii thieu phan 2 cua bai Ky thuat am phan trong
kinh doanh - am phan bang gap mat trc tiep.
Buoi 10 : Gii thieu tiep phan 2 cua bai Ky thuat am phan
trong kinh doanh - am phan bang gap mat trc tiep.

c on tap trung, tai o cac ban se c gap trc tiep giang vien
hng dan va c giai ap moi thac mac.
Van dung tot nhng phng phap tren chac chan ban se thanh
cong.
5. KET CAU MON HOC
Mon hoc c gii thieu trong 12 buoi, va chia lam 3 phan:

Phan I : Nhng van e ly luan c ban ve am phan trong

kinh doanh.

Phan II : Ky thuat am phan trong kinh doanh.

Phan III : Nhng bai hoc kinh nghiem trong am phan.

Phan III gom 1 buoi:

Buoi 11 : Nhng bai hoc kinh nghiem trong am phan kinh

doanh.

Buoi 12 : Tong ket

Cu the:

Phan I gom 4 bai gii thieu trong 5 buoi:

Buoi 1 : Gii thieu phan au cua bai Nghe thuat am phan

trong kinh doanh.

Buoi 2 : Gii thieu chung ve am phan.

Buoi 3 : Gii thieu phan au cua bai Anh hng cua van

hoa dan toc, van hoa to chc va tnh cach ca nhan en am

phan trong kinh doanh.
Buoi 4 : Gii thieu phan II cua bai Anh hng cua van hoa
dan toc, van hoa to chc va tnh cach ca nhan en am phan
kinh doanh
Buoi 5 : Cac kieu am phan;

Phan II gom 2 bai ln c gii thieu trong 5 buoi:

Buoi 6 : Gii thieu phan au cua Bai Cac giai oan am

phan trong kinh doanh Gii thieu cac giai oan am phan noi
chung va tap trung gii thieu giai oan chuan b.
Buoi 7 : Gii thieu phan 2 cua bai Cac giai oan am phan
trong kinh doanh. Tap trung gii thieu tiep 4 giai oan con
lai cua qua trnh am phan trong kinh doanh. Giai oan tiep

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Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

BAI 1

hiep thng ma i en y kien thong nhat. (Trng Tng - Nghe

thuat am phan thng vu quoc te - NXB Tre 1996).

GII THIEU CHUNG VE AM PHAN

1. DAN NHAP
am phan la mot hoat ong c ban cua con ngi. Trong cuoc
song hang ngay am phan hien dien moi luc, moi ni. Con ngi
luon tien hanh am phan ngay ca khi ho khong biet chnh mnh
ang lam ieu o.
Vay am phan la g? am phan co nhng ac iem g? Khi tien
hanh am phan can phai tuan thu theo nhng nguyen tac nao? Can
tranh nhng sai lam nao? Va the nao la mot nha am phan gioi. Bai
hom nay se giup cac ban giai quyet nhng van e neu tren.
2. KHAI NIEM AM PHAN
nh ngha ve am phan n gian nhat, moi nguyen vong thoa
man yeu cau va moi nhu cau tm kiem s thoa man, t nhat eu nay
n t mam mong cua qua trnh ngi ta trien khai am phan. Ch
can ngi ta v muon bien oi quan he ho tng ma trao oi vi
nhau ve quan iem, ch can ngi ta muon hiep thng ban bac e
i en nhat tr, la ho tien hanh am phan. am phan thong
thng tien hanh gia ca nhan, ho hoac v ban than mnh, hoac thay
mat cho oan the co to chc, v the co the coi am phan la bo phan
cau thanh cua hanh vi nhan loai, lch s am phan cua nhan loai
cung lau dai nh lch s van minh nhan loai.
am phan la phng tien e at c ieu chung ta mong
muon t ngi khac. o la s trao oi y kien qua lai nham at c
thoa thuan trong khi ban va pha ben kia co mot so li ch chung va
mot so li ch oi khang (Fisher, R., Ury, W. Getting to Yes, 1991).
am phan la hanh vi va qua trnh ma ngi ta muon ieu hoa
quan he gia hai ben, thoa man nhu cau cua moi ben, thong qua

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Con theo chung toi am phan la hanh vi va qua trnh, ma trong

o hai hay nhieu ben tien hanh thng lng, thao luan ve cac moi
quan tam chung va nhng iem con bat ong, e i en mot thoa
thuan thong nhat.
am phan trong kinh doanh quoc te la hanh vi va qua trnh, ma
trong o cac ben, co nen van hoa khac nhau, tien hanh trao oi, thao
luan ve cac moi quan tam chung va nhng iem con bat ong e i
en mot thoa thuan thong nhat.
3. AC IEM CUA AM PHAN

Muon am phan thanh cong phai xac nh ro muc tieu am

phan mot cach khoa hoc, phai kien nh, khon ngoan bao ve
quyen li cua mnh, ong thi phai biet ng pho mot cach linh
hoat, sang tao trong tng trng hp cu the;

Phai biet ket hp hai hoa gia bao ve li ch cua pha mnh vi
viec duy tr va phat trien moi quan he vi cac oi tac;

Phai am bao nguyen tac oi ben cung co li;

anh gia mot cuoc am phan thanh cong hay that bai khong
phai la lay viec thc hien muc tieu d nh cua mot ben nao o
lam tieu chuan duy nhat, ma phai s dung mot loat cac tieu
chuan anh gia tong hp;

am phan la mot khoa hoc, ong thi la mot nghe thuat.

4. NHNG NGUYEN TAC C BAN VA NHNG SAI LAM THNG

MAC TRONG AM PHAN
If you are going to play the game properly, youd better know the
ruler - Muon chi ung ieu, hay hoc luat chi (The Essence of
negotiation - Jean M. Hiltrop and Sheila Udall - tr.8).

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Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

Nhng nguyen tac o la:

am phan la mot viec lam t nguyen, theo ngha bat c ben nao
cung co the thoai lui hay t choi tham d am phan vao bat c
luc nao;

Khong kiem soat c nhng yeu to quan trong nh: thi gian,
nhng van e can giai quyet... ma e oi tac keo i theo y muon
cua ho;

e vuot khoi tay quyen ra yeu cau trc;

Khong tan dung c u the ve thi gian va a iem trong am

phan;

Voi bo cuoc khi cuoc am phan co ve nh i vao cho be tac;

Khong chon c thi iem hp ly e ket thuc cuoc am phan.

am phan ch co the bat au khi t nhat co mot ben muon thay

oi thoa thuan hien tai va tin rang co the at c mot thoa
thuan mi thoa man ca oi ben;
Ch xay ra am phan khi cac ben hieu rang: s viec ch c
quyet nh khi co thoa thuan chung, con neu s viec co the
quyet nh n phng bi mot ben th khong can xay ra am
phan;

5. KY NANG CUA MOT NHA AM PHAN

Co kha nang nhn the gii nh ngi khac nhn va hieu hanh vi
cua ngi khac t quan iem cua ho.

Mot cuoc am phan c coi la thanh cong khong co ngha la

phai gianh thang li bang moi gia ma la at c ieu ma ca hai
ben eu mong muon;

Co kha nang dien at y kien e ngi cung am phan hieu c

chnh xac y mnh.

Pham chat, nang lc, ky nang, thai o va tnh cam cua nhng
ngi ngoi tren ban am phan co anh hng quyet nh en tien
trnh am phan.

Co kha nang chng to cac thuan li cua kien ngh a ra, e

thuyet phuc oi tac trong am phan vui long thay oi quan
iem cua ho.

Co kha nang chu ng s cang thang va oi mat trong nhng

hoan canh rac roi, cac oi hoi khong d oan c trong am
phan.

Nhay cam vi nen van hoa cua ngi khac va biet ieu chnh e
ngh cua mnh cho phu hp vi gii han va sc ep hien tai.

Thi gian la mot trong nhng yeu to quyet nh trong am phan.

Thi gian co anh hng to ln en tnh hnh am phan va anh
hng trc tiep en ket qua cuoi cung cua am phan;

Nhng sai lam thng mac phai trong am phan:

Ngoi vao ban am phan vi mot cai au ay nhng nh kien;

Khong xac nh c ngi co quyen quyet nh cuoi cung cua

pha oi tac;

Khong xac nh c chnh xac the manh cua mnh la g va

khong the s dung the manh o mot cach co hieu qua;

Ngoi vao ban am phan ch vi mot phng an duy nhat ma

khong co phng an thay the, nen thng ri vao the b ong;

Khong biet cach nang cao v the cua mnh;

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Chuan mc trong giao tiep/am phan:

T trong nhng phai ton trong ngi khac;

T tin nhng khong ca tin;

The hien mnh nhng khong nen ha thap ngi khac;

Thang than nhng khong c qua loa, ai khai;

Khiem ton nhng khong gia doi;

Can than nhng khong qua chat che;

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Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

Hoat bat nhng khong phai la gap au noi ay, hanh ong ba
bai;

BAI 2

Nghiem khac vi mnh, khoan dung, o lng vi moi ngi.

ANH HNG CUA VAN HOA DAN TOC,

VAN HOA TO CHC, TNH CACH CA NHAN
EN AM PHAN TRONG KINH DOANH

Tom lai:

am phan la hanh vi va qua trnh, ma trong o hai hay nhieu

ben tien hanh trao oi, thao luan ve cac moi quan tam chung va
nhng iem con bat ong, e i en mot thoa thuan thong nhat.

Muon am phan thanh cong can nam vng nhng ac iem,

nhng nguyen tac c ban cua am phan va quan trong nhat phai
co nhng nha am phan gioi.
CAU HOI ON TAP

1.

Trnh bay khai niem va vai tro cua am phan trong kinh doanh.

2.

Phan tch cac ac iem cua am phan.

3.

Chng minh rang: am phan la khoa hoc, ong thi la nghe

thuat.

4.

Nhng nguyen tac va nhng loi thng mac trong am phan.

5.

Ngi can bo am phan can co nhng ky nang g? T anh gia

kha nang cua ban va neu phng hng phan au, ren luyen e
tr thanh nha am phan gioi.

1. DAN NHAP
Trong ieu kien hoi nhap va toan cau hoa e at c thanh
cong trong hoat ong kinh doanh noi chung, trong am phan, noi
rieng, can hieu biet ve van hoa dan toc, van hoa to chc va tnh cach
ca nhan. V vay, trong chng nay chung ta se nghien cu ve van
hoa dan toc, van hoa to chc va tnh cach ca nhan, cung nhng tac
ong cua chung en am phan trong kinh doanh; Tren c s o
nghien cu nhng giai phap van dung cac yeu to van hoa trong am
phan kinh doanh
2. KHAI NIEM VAN HOA VA ANH HNG CUA VAN HOA EN
AM PHAN
Van hoa co anh hng sau rong en nhan thc va hanh ong
cua con ngi tren thng trng, noi rieng, va trong cuoc song, noi
chung. Vay van hoa la g?
2.1.

KHAI NIEM VAN HOA

Theo nh ngha van hoa cua UNESCO th "Van hoa bao gom tat
ca nhng g lam cho dan toc nay khac vi dan toc khac, t nhng san
pham tinh vi hien ai nhat cho en tn ngng, phong tuc, tap quan, loi
song va lao ong."
Van hoa la mot tong the phc hp ve nhng gia tr vat chat va tinh
than do con ngi kien tao nen va mang tnh ac thu rieng cua moi mot
dan toc.

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Nghe Thuat am Phan Trong Kinh Doanh

2.2.

ANH HNG CUA VAN HOA

If the global world in which we live had one thousand people, it

would include:

Nghe Thuat am Phan Trong Kinh Doanh

Ton giao (Religion)

Gia tr va thai o (Values and Attitudes)

Cach c x va phong tuc (Manner and customs)

584 Asians

Cac yeu to vat chat (Material elements)

124 Africans

Tham my (Asthetics)

150 Europeans and former Soviets

Giao duc (Education)

84 Latin Americans

52 North Americans

6 Australians and New Zealanders

3.1.1.

Ngon ng la s the hien ro net cua van hoa v no la phng tien

truyen at thong tin va y tng.

About 50% of the people of the village speak the following

languages:

165 Mandarin

86 English

83 Hindu/Urdu

64 Spanish

58 Russian

37 Arabic

The other half speaks Bengali, Portuguese, Indonesian, Japanese,

German, French and 200 other languages. Communication, indeed,
would be challenging in this global village. (The Philip R. Harris va
Robert T. Moran)
Mot tnh huong . . .
3. VAN HOA DAN TOC
3.1.

Ngon ng

CAC YEU TO VAN HOA (Elements of culture)

Ngon ng (Language)

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3.1.2.

Ton giao

Thien Chua giao (Catholic)

Phat giao (Buddhism)

Khong giao (Confucianism)

Nho giao (Taoism)

Tin lanh (Christianity)

Do Thai giao (Jewish)

Hoi giao (Islam)

An o giao (Hinduism)

3.1.3.

Gia tr va thai o

Gia tr la nhng quan niem lam can c e con ngi anh gia
ung va sai, tot va xau, quan trong va khong quan trong.

Thai o la nhng khuynh hng khong thay oi cua s cam

nhan va hanh x theo mot hng xac nh oi vi mot oi
tng.

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Nghe Thuat am Phan Trong Kinh Doanh

3.1.4.

Cach c x va phong tuc

Phong tuc la nep song, thoi quen, la nhng le thoi trong xa hoi
cua mot nc hay mot a phng. Nhng nep song, thoi quen
nay c xem la pho bien va a hnh thanh t trc.
Cach c x la nhng hanh vi c xem la ung an, phu hp
trong mot xa hoi ac thu.
3.1.5.

Cac yeu to vat chat

Van hoa vat chat (hay nhng yeu to vat chat cua van hoa) la
nhng san pham do con ngi lam ra. Khi nghien cu van hoa vat
chat, chung ta xem xet cach con ngi lam ra nhng san vat (kha
canh ky thuat), ai a lam ra chung va tai sao lai lam (kha canh kinh
te).
3.1.6.

Tham my

Tham my la s hieu biet va thng thc cai ep. Tham my lien

quan en s cam thu nghe thuat, en th hieu cua nen van hoa, t
o anh hng en gia tr va thai o cua con ngi nhng quoc
gia, dan toc khac nhau.
3.1.7.

Kha nang dam chu rui ro (Uncertainty avoidance);

Chu ngha ca nhan (Individualism);

Tnh cng ran (Masculinity);

Khoang cach quyen lc (Power distance).

3.2.1. Kha nang dam chu rui ro

anh gia cach xa hoi phan ng lai nhng ieu khong chac chan,
nhng rui ro, bat trac trong cuoc song hang ngay.
nhng xa hoi dam chu rui ro, nh an Mach, Thuy ien,
Hong Kong, Singapore, Anh, My, Canada, con ngi co the chap
nhan va oi pho vi nhng rui ro, bat trac ma khong qua lo lang, s
hai; Ho on nhan rui ro kha de dang, do o se khoan dung hn oi
vi nhng y kien va cach c x khong giong ho.
nhng xa hoi t dam chu rui ro, nh: B, Hy Lap, Uruguay,
Guatemala, Bo ao Nha, Nhat Ban, Han Quoc ngi ta nhan manh
s can thiet phai kiem soat moi trng, kiem soat cac s kien va
tnh huong.
3.2.2.

Giao duc

Giao duc la qua trnh hoat ong co y thc, co muc ch, co ke

hoach nham boi dng cho con ngi nhng pham chat ao c,
nhng tri thc can thiet ve t nhien va xa hoi, cung nh nhng ky
nang, ky xao can thiet trong cuoc song.
3.2.

Nghe Thuat am Phan Trong Kinh Doanh

CAC KHA CANH VAN HOA (Cultural dimensions)

Bang phng phap nghien cu thc nghiem, ieu tra, phan tch
nh lng rat cong phu (vi tren 116.000 bang cau hoi c lay t
70 nc khac nhau) Geert Hofstede, mot nha nghien cu ngi Ha
Lan a rut ra 4 kha canh van hoa.
Mo hnh cua G. Hofstede vi 4 kha canh van hoa:

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Chu ngha ca nhan/tap the

Mo ta moi quan he gia mot ca nhan vi nhng ngi xung

quanh, qua o cho thay moi tng quan gia tnh ca nhan va tnh
tap the.
nhng xa hoi e cao chu ngha ca nhan, ien hnh nh: My,
Anh, Ha Lan, Canada tai o mc o t do ca nhan rat rong rai va
moi ngi phai t cham lo en li ch ca nhan cua chnh ban than
mnh.
nhng xa hoi co tnh tap the cao, nh: Ecuador, Guatemala,
Pakistan, Indonesia, ai Loan tai ay moi quan he gia cac ca
nhan rat chat che, tao thanh nhng nhom ngi co chung quyen li;

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Nghe Thuat am Phan Trong Kinh Doanh

Moi ngi cung cham lo cho li ch tap the va ch bao ve nhng y

kien va niem tin ma tap the a thong qua.

Nghe Thuat am Phan Trong Kinh Doanh

3.3.

QUAN TR A VAN HOA

Nhan thc ve van hoa.

Thch nghi vi cac nen van hoa khac.

Nhng tieu chuan Nam tnh: s quyet oan, ton trong ngi
thanh at, giau co. anh gia con ngi da vao tien tai, a v.
Nhng xa hoi co Nam tnh cao, nh: Nhat Ban, Uc, Y, My, Anh

ao tao ve van hoa.

Khai quat ve moi trng

nh hng van hoa

Nhng tieu chuan N tnh, bao gom: s quan tam en cac van
e y te, giao duc, bao ve moi trng, moi sinh, giup ngi ngheo
kho, hng en cong bang xa hoi nhng ni o gia tr truyen
thong la Long nhan ao va chat lng cuoc song. Nhng xa hoi co
N tnh cao ien hnh, nh: Na Uy, Thuy ien, an Mach, Ha Lan

Chng trnh hap thu van hoa

Huan luyen ngon ng

Huan luyen s nhay cam

Chng trnh thc nghiem/thc tap

3.2.3.

3.2.4.

Tnh cng ran (hay Nam tnh)

Khoang cach quyen lc:

The hien mc o bat bnh ang cua xa hoi. nhng nc co

khoang cach quyen lc cao, nh Panama, Guatemala, Venezuela,
Mexico, An o, Philipines, cap di phai tuyet oi tuan theo
menh lenh cua cap tren; Cap tren la ngi co quyen quyet nh.
nhng nc co khoang cach quyen lc thap nh: My, Canada,
Anh, Uc, an Mach tai o, moi ngi co gang duy tr s cong
bang tng oi trong viec phan chia quyen li, a v va cua cai.
Trong cac xa hoi nay, cap di khong phai nhat nhat tuan theo
menh lenh cua cap tren, ma thong qua cap tren ieu phoi e cong
viec cua ho c thc hien troi chay.
Van hoa co anh hng rat ln en am phan trong kinh doanh,
ac biet la cac yeu to:

Thi gian

Vai tro cua ca nhan so vi tap the

Cach giao tiep

4. VAN HOA TO CHC

Cong trnh nghien cu cua Reynolds (1986) 15 kha canh van
hoa to chc. Trong o:

Chu trong oi noi hay oi ngoai

Tap trung vao cac nhiem vu cua to chc hay xa hoi

Tuan thu theo luat le quy nh hay hanh ong theo ca tnh

An toan hay mao hiem

Tuy c ng bien hay hoach nh

(Xem chi tiet trang 39 - 43, Sach AM PHAN TRONG KINH

DOANH QUOC TE, tac gia: PGS.TS. oan Th Hong Van).
5. TNH CACH CA NHAN
Tnh cach ca nhan la s nhat quan trong hanh vi ng x va
nhng phan ng trc cac s viec cua mot ca nhan.

Y ngha cua cac moi quan he ca nhan

Trang 17

Trang 18

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

Tnh cach co anh hng trc tiep va sau sac en tat ca cac moi
quan he gia ngi vi ngi, ke ca quan he trong am phan kinh
doanh.

Chnh v vay, nghien cu, hieu va nam vng c nhng yeu to

van hoa co y ngha rat to ln oi vi hoat ong kinh doanh, noi
chung, hoat ong am phan trong kinh doanh, noi rieng.

Cach pho bien nhat e mo ta tnh cach ca nhan la ch so MBTI

(Myer-Briggs Type Indicator). Ly thuyet ve tnh cach ca nhan c
phat trien bi Keirsey va Bates. Cac tac gia nay a gop 16 loai tnh
cach co the co c theo MBTI thanh 4 tch cach c ban. Bon tnh
cach o c v vi 4 v than trong than thoai Hy Lap ma Zeus a
trao nhiem vu giup cho loai ngi phat trien. o la:

CAU HOI ON TAP

Tnh cach Than Dionysus

Tnh cach Than Epimetheus

Tnh cach Than Prometheus

Tnh cach Than Apollo.

Tom lai; Van hoa dan toc, van hoa to chc va tnh cach ca nhan
co moi quan he mat thiet vi nhau va co anh hng rat ln en am
phan trong kinh doanh. Chnh do anh hng bi van hoa, ma cung
mot van e nhng ngi khac nhau se co cach tiep can, giai quyet
rat khac nhau, theo Thomas va Kilmann co the chia thanh 5 nhom
chnh:
Kieu hp tac;

Kieu thoa hiep;

Kieu dan xep;

Kieu ieu khien;

Kieu tranh ne.

Van hoa dan toc va anh hng cua van hoa dan toc en am
phan trong kinh doanh.

2.

Van hoa to chc va anh hng cua van hoa to chc en am

phan trong kinh doanh.

3.

Tnh cach ca nhan va anh hng cua tnh cach ca nhan en am

phan trong kinh doanh.
E TAI TIEU LUAN

(Xem chi tiet t trang 43 47, sach AM PHAN TRONG KINH

DOANH QUOC TE)

1.

Trang 19

Sau khi t nghien cu phan III am phan kinh doanh quoc te

gia cac nen van hoa khac nhau - sach AM PHAN TRONG
KINH DOANH QUOC TE ban hay chon 1 trong cac e tai sau e
lam tieu luan mon hoc:
1.

am phan kinh doanh quoc te cac nc ong A (ban co the

tuy y la chon mot trong cac nc: Nhat Ban, Trung Quoc hay
Han Quoc).

2.

am phan kinh doanh quoc te tai cac nc ASEAN (ban co the

tuy y chon mot trong cac nc ASEAN).

3.

am phan kinh doanh quoc te tai My.

4.

am phan kinh doanh quoc te tai cac nc EU (co the chon mot
hoac mot nhom nc trong so cac nc EU m rong).

5.

am phan kinh doanh quoc te tai Nga.

Trang 20

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

ban be, than hu; Trong am phan ch co gang xay dng va gn gi

moi quan he, ky cho c hp ong, con hieu qua kinh te khong
c xem trong.

BAI 3

CAC KIEU AM PHAN

1. DAN NHAP
am phan la khoa hoc, ong thi la nghe thuat cung vi qua
trnh phat trien cua nhan loai a hnh thanh nhieu mo hnh am
phan, co the ke ra mot so mo hnh ien hnh, nh cac mo hnh cua
Walton va Mc Kersie, Sawyer va Geutzkow, Lax va Sebenus, Fisher
va Ury, Bator va mo hnh PIN (xem chi tiet sach AM PHAN
TRONG KINH DOANH QUOC TE, trang 67 77).
Vi nhng phong cach tiep can van e khac nhau, la chon cac
mo hnh, trong thc te se tao nen nhng kieu am phan khac nhau.
Co vo so kieu am phan, trong bai hoc nay chung ta se tap trung
nghien cu mot so kieu am phan c ban trong kinh doanh.
Theo Roger Fisher va William Ury co the chia am phan lam 2
kieu chnh:
am phan theo kieu mac ca lap trng (Positional bargaining),
gom co:

am phan kieu Mem (Soft negotiation).

am phan kieu Cng (Hard negotiation).

am phan theo nguyen tac hay con goi la am phan theo noi
dung (principled negotiation or negotiation on the merits).

2. AM PHAN KIEU MEM

am phan theo kieu Mem con goi la am phan kieu Hu ngh,
trong o ngi am phan co gang tranh xung ot, de dang chu
nhng bo, nham at c thoa thuan va gi gn moi quan he gia
oi ben. Ho at muc ch phai at c thoa thuan len hang au,
ch khong nhan manh phai chiem u the. Ngi am phan theo
kieu Mem khong coi oi phng la ch thu, ma luon xem ho nh

Trang 21

V vay, trong kieu am phan nay thng dien ra cac bc: a

ra e ngh, tin cay oi tac, chu nhng bo, gi gn moi quan he than
thiet, het sc tranh oi lap, nham at cho c thoa thuan (tham ch
co khi phai khuat phuc oi phng, chap nhan nhng thoa thuan
bat li cho mnh).
3. AM PHAN KIEU CUNG
am phan theo kieu Cng con goi la am phan kieu Lap trng
ien hnh trong o ngi am phan a ra lap trng het sc cng
ran, roi tm moi cach bao ve lap trng cua mnh, lo sao e bep cho
c oi phng.
Trong kieu am phan nay, ngi am phan co gang bao ve bang
c lap trng a ra, cng quyet khong chu nhng bo.
Trong thc te, neu ngi am phan theo kieu Cng gap oi tac
yeu, th cuoc am phan dien ra nhanh chong, ngi am phan dung
moi mu ke (ke ca gian ke) ap ao oi phng, don moi bat li cho
oi tac, gianh moi thuan li ve mnh. Sau nay neu oi tac khong co
kha nang thc hien, th hp ong cung se b o be. Neu hai ben
am phan cung chon am phan theo kieu Cng, th cuoc am phan
dien ra cang thang, keo dai, co the o v gia chng, hp ong
khong ky c, quan he hp tac tan v.
V vay, ngi am phan theo kieu Cng, neu co thu c thang
li th ch la thang li be ngoai, ch khong phai thang li ch thc.
Con neu khong thu c thang li - khong ky c hp ong, th
con te hai hn, ho se lam mat i moi quan he hp tac, mat ban
hang, mat oi tac.

Trang 22

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

4. AM PHAN KIEU NGUYEN TAC

Tao ra cac phng an e cung at c muc ch (tr. 91 - 92)

am phan kieu Nguyen tac con goi la Thuat am phan

Harvard co 4 ac iem:

Kien tr s dung nhng tieu chuan khach quan (tr. 92 - 93)

Tach ri con ngi ra khoi van e, chu trng: oi vi ngi on hoa, oi vi viec - cng ran.

Trong o, can ghi nh 3 iem c ban:

Can tap trung vao li ch cua oi ben, ch khong co gi lay lap

trng ca nhan, chu trng: thanh thc, cong khai, khong dung
gian ke, khong co bam vao lap trng cua mnh.

Coi van e am phan la mot cuoc tm kiem chung nhng tieu

chuan khach quan.

Lap luan va phan tch lai cac lap luan xem tieu chuan nao la
phu hp nhat va lam cach nao e at c chung.

Can a ra cac phng an khac nhau e la chon, thay the.

Ket qua cua s thoa thuan can da tren nhng tieu chuan khach
quan khoa hoc.

ng bao gi lui bc trc sc ep cua oi tac, ma ch lui bc

trc cai ung, trc nhng lap luan chac chan hn, khoa hoc
hn.

Tom lai, ban nen kien nh, bao ve lap trng cua mnh, ong
thi cung phai biet linh hoat, nhay ben giai quyet van e da tren
nhng tieu chuan khach quan.

Four basic points of principled negotiation:

People:

Separate the people from the problem.

Interests:

Focus on interests, mot posittions.

Options:
to do.

Generate a variety of posibilities before deciding what

Criteria:
standard.

Insist that the result be based on some objective

Ban them ve P theo kieu nguyen tac

Tach con ngi ra khoi van e _ (trang 83 - 89, AM PHAN

TRONG KINH DOANH QUOC TE):
Nha am phan _ trc tien la con ngi;
Tach van e quan he ra khoi noi dung am phan va x ly trc
tiep van e con ngi.
Tap trung vao li ch ch khong phai lap trng (tr.89 - 91)

Xac nh c li ch;
Trao oi ve li ch.

Trang 23

5. SO SANH CAC KIEU AM PHAN

am Phan Kieu Mac Ca Lap Trng
Mem
Cng
Coi oi tac nh ban Coi oi tac nh ch
be.
thu.
Muc tieu: at c
thoa thuan gi moi
quan he.
Chu
trng:
Nhng bo e gi
moi quan he.
Mem vi con ngi
va van e

Muc
tieu:
Gianh
thang li bang moi
gia.
Chu trng: Ep oi
tac nhng bo.

Tin oi tac.

Khong tin oi tac.

Trang 24

Cng ran vi ca con

ngi lan van e.

am Phan Kieu
Nguyen Tac
Coi oi tac nh
cong s cung giai
quyet van e.
Muc
tieu:
Giai
quyet van e hieu
qua va than thien.
Chu trng: Tach
con ngi ra khoi
van e.
Mem mong vi con
ngi, cng vi
van e.
Giai quyet van e
oc lap vi long
tin.

Nghe Thuat am Phan Trong Kinh Doanh

De thay
trng.

oi

lap

a e ngh.
Khong giau gii han
cuoi cung.
Chap nhan thiet hai
n phng e at
c thoa thuan.
Ch i tm mot cau
tra li ma oi tac
chap nhan.
Co gang at thoa
thuan.
Co tranh phai au
tr.
Lui bc trc ap
lc.

Bam chat
trng.

lay

lap

Tap trung vao li

ch, khong vao lap
trng.
e doa.
Xac nh quyen li.
anh lac hng ve Khong co gii han
gii han cuoi cung.
cuoi cung.
oi li ch n Tao ra cac phng
phng lam gia cho an e cung at
thoa thuan.
muc ch.
Ch tm mot cau tra Xay
dng
cac
li ma mnh chap phng an trc
nhan.
la sau chon.
Khang khang gi lap Ket qua phai da
trng.
tren tieu chuan
khach quan.
Co thang cuoc au Co at cac ket qua
tr.
da tren tieu chuan
khach quan.
Gay ap lc.
Lui
bc
trc
nguyen tac, ch
khong lui bc
trc ap lc.

Nghe Thuat am Phan Trong Kinh Doanh

3.

am phan theo kieu Nguyen tac va kha nang ap dung rong

rai kieu am phan nay tai Viet Nam.
E TAI TIEU LUAN

Cac kieu am phan c ap dung trong hoat ong kinh doanh

tai cong ty (Ni cac ban lam viec) - Thc trang va phng hng
hoan thien.

Tom lai, co rat nhieu kieu am phan, kieu cng, kieu mem, kieu
nguyen tac la nhng kieu am phan ien hnh trong kinh doanh.
Trong thc te can phai biet linh hoat, tuy vao tng hoan canh cu the
ma van dung nhng kieu am phan cu the, thch hp th mi mang
lai hieu qua cao. Nhng cng qua hoac mem: Qua eu khong tot,
am phan theo kieu nguyen tac la kieu co nhieu u the hn ca,
nen hien nhieu cong ty tren khap the gii nghien cu, ap dung.
CAU HOI ON TAP
1.

Trnh bay u, nhc iem cua cac kieu am phan: cng, mem,
nguyen tac.

2.

So sanh cac kieu am phan: cng, mem, nguyen tac.

Trang 25

Trang 26

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

Cua Moi Giai oan am Phan

BAI 4

QUA TRNH AM PHAN

TRONG KINH DOANH

1. DAN NHAP
Nh chung ta a biet, am phan trong kinh doanh, can at c
nhng yeu cau ro rang, do o can phai chuan b ky lng, phai xac
nh ro muc tieu am phan, la chon c kieu am phan thch hp
e at c ket qua mong muon. Qua trnh am phan trong kinh
doanh bao gom nhieu giai oan. Moi giai oan cua qua trnh am
phan lien quan en mot phan cu the cua qua trnh am phan. Moi
giai oan se ket thuc khi cac ben quyet nh chuyen sang giai oan
ke tiep hoac quyet nh t bo am phan bi nhan thay qua trnh nay
khong mang lai li ch g.

am Phan
Phan Bo
am Phan
Hp Nhat

Trong bai nay chung ta se nghien cu qua trnh am phan trong

kinh doanh, nghien cu ky tng giai oan, e co the van dung vao
cong viec hien tai va tng lai cua mnh.

Ra Quyet
nh

2. CAC GIAI OAN AM PHAN

Thong thng nhat la chia lam 3 giai oan:

Giai oan tien am phan.

Giai oan am phan.
Giai oan hau am phan.

GIAI OAN AM PHAN

Trnh bay quan iem, yeu cau cua mnh.
Lang nghe oi tac trnh bay quan iem cua ho.
Cac ben thao luan ve cac muc tieu chung va cac
muc tieu xung ot.
Nhan nhng bo.
Pha v cac tnh huong cang thang.
Tien ti thoa thuan chung (ky ket hp ong).

Co nhieu cach phan giai oan qua trnh am phan trong kinh
doanh.

GIAI OAN TIEN AM PHAN

Chuan b thong tin, nang lc can bo am phan
va cac ieu kien can thiet khac.
Xac nh noi dung am phan, cac muc tieu ky
vong at c.
Tiep xuc, tham do oi tac.
Lap cac phng an la chon.
Xay dng chien lc am phan.
am phan th.

GIAI OAN HAU AM PHAN

Soan thao hp ong.
Kiem tra lai hp ong.
Ky ket hp ong.
Rut kinh nghiem.

Qua trnh am phan kinh doanh quoc te

Qua trnh am phan d an thng gom 6 giai oan:

Chuan b am phan (Preparing for negotiation)
Xay dng chien lc (Developing your strategy)
Khi ong (Getting started)
Hieu biet lan nhau (Building understanding)
Thng lng (Bargaining)
Ket thuc (Closing)

Noi Dung C Ban

Trang 27

Trong hoat ong thng mai thng chia lam 5 giai oan:

Trang 28

Nghe Thuat am Phan Trong Kinh Doanh

Giai
Giai
Giai
Giai
Giai

oan
oan
oan
oan
oan

Nghe Thuat am Phan Trong Kinh Doanh

3.1.3. Nang lc cua ngi/oan am phan

chuan b.
tiep xuc.
am phan.
ket thuc - ky ket hp ong.
rut kinh nghiem.

a.

Chuyen gia am phan gioi ong thi phai la:

Nha thng mai (trong nc va quoc te).
Luat gia.
Nha ngoai giao
Nha tam ly.
Gioi ngoai ng (ac biet la tieng Anh). Co kha nang s dung
mang Internet nh mot cong cu ac lc phuc vu cho cong viec
am phan.
Co kien thc ve ky thuat, van hoa...

CHUAN B CHUNG CHO MOI CUOC AM PHAN

Ngon ng.

Thong tin.

Nang lc cua ngi/oan am phan.

Thi gian va a iem am phan.

Chuan b ve kien thc:

Chuyen gia am phan can co kien thc va kha nang toan dien.

3. GIAI OAN CHUAN B

3.1.

Chuan b nang lc cho tng chuyen gia am phan

3.1.1. Ngon ng
Trong giao dch thng mai, ngon ng ong vai tro ac biet
quan trong. Do o ngi can bo am phan phai nam vng va s
dung thanh thao cac ngon ng co lien quan, t tieng me e cho en
cac ngoai ng, trong o hien nay tieng Anh ong vai tro ac biet
quan trong.
3.1.2. Thong tin

Chuan b ve pham chat tam ly: Chuyen gia am phan can:

Co t duy nhay ben
Biet suy ngh va hanh ong ung
Co ngh lc, nhan nai
Khong nong voi, hap tap
Biet kiem che cam xuc, khong t ti, khong t kieu
Co ky nang am phan tot

b. To chc oan am phan

Thong tin ve hang hoa

Thong tin ve th trng

Thong tin ve oi tac

Phap luat

(Xem chi tiet tr.100 - 105, sach am phan trong kinh doanh quoc

Ky thuat

Thng mai

Thanh phan cua oan am phan hp ong thng mai can hoi
u chuyen gia ba lnh vc:

te)

Trong o chuyen gia thng mai gi v tr quan trong nhat thng lam trng oan.

Trang 29

Trang 30

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

e lam c nhng cong viec tren, can phai:

3.1.4. Thi gian va a iem am phan

Chuan b thi gian: phu thuoc vao s thoa thuan cua hai ben va
phai thuan tien cho ca oi ben.
Chuan b a iem: phai am bao tam ly thoai mai va tien nghi
phu hp cho ca oi ben
3.2.

NHNG CONG VIEC CAN CHUAN B TRC MOT CUOC

AM PHAN

Nhap e tot

Khai thac thong tin e hieu biet lan nhau

5. GIAI OAN AM PHAN

ay la giai oan quan trong nhat cua toan bo qua trnh am
phan. Trong giai oan nay cac ben tien hanh ban bac, thoa thuan
nhng van e oi ben cung quan tam nh: hang hoa, chat lng, so
lng, gia ca, giao hang, thanh toan...nham i en y kien thong nhat,
ky c hp ong mua - ban hang hoa.

Thiet lap nhng muc tieu can thng lng;

anh gia lai oi tac;

anh gia lai nhng iem manh, iem yeu cua chnh mnh;

Lap phng an kinh doanh;

a ra yeu cau va lang nghe oi tac trnh bay yeu cau cua ho

Xay dng chien lc am phan va tien hanh am phan th.

Nhan va a ra nhng bo

Pha v nhng be tac

Tien ti thoa thuan

BATNA (Best Alternative To No Agreement): BATNA - Thiet lap

giai phap thay the tot nhat khi khong at c thoa thuan. e
thiet lap BATNA can:
Xac nh gii han am phan;
Tm cac giai phap thay the;
Chon cac giai phap thay the tot nhat.

Giai oan nay bao gom:

Nhng iem can lu y:

Can gi bau khong kh chan hoa, ci m, gat bo nhng cam xuc

tieu cc. Tranh nhng cn xuc ong boc pha. ng ngat li va
o loi cho nhau. ng bao gi to ra la mnh qua thong minh.

Tao khong kh tiep xuc: Cuoc am phan se dien ra thuan li khi

tao c khong kh than mat, hu ngh, muon vay:
Phai lam cho oi tac tin cay mnh;
Phai tm moi cach the hien nhng thanh y cua mnh;
Can chu y lam cho oi tac tin cay, bang nhng hanh ong
ch khong ch bang li noi;

Can chu y lang nghe y kien cua oi tac. ng cp li ho, ng

voi vang a ra nhan xet.

Noi t, nghe nhieu va luon luon at cau hoi.

Tom tat lai y kien cua oi tac e xem mnh hieu co ung y cua
ho khong.

Tham do oi tac

Sa oi lai ke hoach (neu can)

Can dien at chnh xac y kien cua mnh, co gang lam cho li noi
co sc thuyet phuc. Nen dung cach dien giai cham rai, ro rang,
than thien, oi cho co the pha chut hai hc e tao bau khong
kh tot.

4. GIAI OAN TIEP XUC

Trang 31

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Nghe Thuat am Phan Trong Kinh Doanh

Can lng trc nhng cau hoi ma oi tac co the at ra cho ban
va san sang tra li nhng cau hoi o.

Bnh tnh tm cach pha v nhng be tac trong am phan (neu

co).

ng bao gi lam cho oi tac mat the dien.

6. GIAI OAN KET THUC AM PHAN KY KET HP ONG

Nhng iem can lu y:

Thoa thuan thong nhat vi nhau tat ca nhng ieu khoan can
thiet trc khi ky hp ong.

e cap en c s phap ly va moi van e lien quan. Tranh phai

dung tap quan thng mai a phng e giai quyet nhng
tranh chap phat sinh sau nay.

Nghe Thuat am Phan Trong Kinh Doanh

Tom lai, tren ay chung ta a nghien cu toan bo noi dung c

ban cua nhng cong viec can lam trong tng giai oan cua qua trnh
am phan trong kinh doanh:

Giai oan chuan b

Giai oan tiep xuc

Giai oan am phan

Giai oan ket thuc am phan - ky ket hp ong

Giai oan rut kinh nghiem

Muon am phan trong kinh doanh at hieu qua cao th can thc
hien tot nhng cong viec neu tren.
CAU HOI ON TAP
1.

Nhng giai oan chu yeu cua mot cuoc am phan?

2.

Trong giai oan chuan b can lam nhng cong viec g?

3.

Chuan b thong tin, tam quan trong va nhng cong viec can lam?

4.

Chuan b nang lc, tam quan trong va nhng cong viec can lam?

5.

Nhng cong viec can lam trong giai oan am phan, nhng
iem can lu y trong giai oan nay?

Ngi ng ra ky hp ong phai la ngi co tham quyen.

6.

Nhng iem can lu y khi soan thao, ky ket hp ong?

Ngon ng dung e xay dng hp ong phai la ngon ng cac

ben cung thong thao.

7.

Giai oan rut kinh nghiem, tam quan trong va nhng cong viec
can lam trong giai oan nay?

Hp ong khong c co nhng ieu khoan trai vi luat hien

hanh.

Khi soan hp ong can trnh bay ro rang, chnh xac, tranh dung
nhng t map m, co the suy luan ra nhieu cach.

Hp ong thng do mot ben soan thao. Trc khi ky ket ben
kia can kiem tra that ky lng, oi chieu vi nhng thoa thuan
a at c trong am phan.

E TAI TIEU LUAN

7. GIAI OAN RUT KINH NGHIEM

ay la giai oan kiem tra lai ket qua cua nhng giai oan trc,
nham rut kinh nghiem cho nhng lan am phan sau. Rut kinh
nghiem ngay sau am phan va rut kinh nghiem trong suot qua trnh
to chc thc hien hp ong.

Trang 33

Qua trnh am phan trong kinh doanh tai cong ty (Ni ban
ang lam viec) Thc trang va giai phap hoan thien.

Trang 34

Nghe Thuat am Phan Trong Kinh Doanh

BAI 5

KY THUAT AM PHAN TRONG KINH DOANH

1. DAN NHAP
am phan co the dien ra di nhieu hnh thc khac nhau, ngoai
hnh thc gap mat trc tiep con co cac hnh thc khac, nh: qua th
t, ien tn, Fax hoac ien thoai
Moi hnh thc eu co u, nhc iem rieng, V du:

Nghe Thuat am Phan Trong Kinh Doanh

Viet Nam can tch cc chuan b lc lng va thiet b e thc hien

hnh thc am phan nay. Hien nay mi ch s dung Email trong viec
giao dch, trao oi vi cac oi tac, pham vi s dung con han hep,
hieu qua cha cao, nen trong tng lai can phai au t va ng dung
nhieu hn na.
Di ay, xin gii thieu hai hnh thc chnh: am phan bang th
va am phan bang cach gap mat trc tiep.
2. KY THUAT AM PHAN BANG TH

Gap mat trc tiep

u iem: Co the trc tiep ban bac e hieu nhau hn, cung
nhau giai quyet nhng iem cha hieu nhau.
Nhc iem: i lai ton kem, de lo b mat

Mot trong nhng hnh thc am phan n gian va de thc hien

la am phan thong qua th t. e thc hien am phan bang th cac
ben se viet cho nhau cac th giao dch sau:

Enquiry (Th hoi hang);

Qua th t, ien tn (Fax, telex)

u iem: t ton kem ve viec i lai, co the gi b mat, co the
em ra ban bac tap the, co the cung mot luc giao dch vi
nhieu ban hang khac nhau.
Nhc iem: ton thi gian, nhieu khi khong hieu het y nhau.

Offer (Chao hang);

Counter - offer (Chao oi);

Order (at hang);

Acceptance (Chap nhan);

Qua ien thoai

u iem: nhanh chong
Nhc iem: khong trnh bay c het y, ton kem, mat khac,
trao oi qua ien thoai la trao oi mieng, khong co g lam
bang chng cho nhng thoa thuan, quyet nh trong trao oi,
Nen ngi ta ch s dung ien thoai trong nhng trng hp
ma moi ieu kien a thoa thuan xong, ch con ch xac nhan
mot vai chi tiet

Confirmation (Xac nhan).

(Xem AM PHAN TRONG KINH DOANH QUOC TE, tr: 124 139)
2.1.

TH HOI HANG (Enquiry)

Hoi hang la viec ngi mua e ngh ngi ban cho biet gia ca va
moi ieu kien can thiet khac e mua hang.
Cach viet th hoi hang:

am phan qua mang

Vi s bung no cua Internet, chac chan mot ngay khong xa na

am phan qua mang se tr thanh hnh thc am phan chu yeu trong
hoat ong kinh doanh, bi no co kha nang khac phuc c nhng
nhc iem cua nhng hnh thc neu tren. V vay, cac doanh nghiep

Trang 35

Phan m au:

Trong trng hp hai ben cha co quan he vi nhau trc o,

th trong phan m au can trnh bay nguyen nhan chon oi
tng cua mnh.

Trang 36

Nghe Thuat am Phan Trong Kinh Doanh

Trong trng hp hai ben co san moi quan he t trc th co

Nghe Thuat am Phan Trong Kinh Doanh

the bt phan nghi thc va trc tiep e cap en chu e chnh.

Noi dung chnh cua th:

Thong bao cho chu hang biet mnh ang can loai hang g, yeu
cau chu hang gi Catalog, mau hang... ong thi cho biet gia
ca, chat lng hang hoa, so lng co kha nang cung cap, thi
han giao hang, ieu kien thanh toan va moi ieu kien can thiet
khac.
Co the cho chu hang biet, sau lan yeu cau nay se m ra kha
nang phat trien quan he gia hai ben.

Phan ket:
Mong chu hang ap ng yeu cau cua mnh, mong th phuc ap.
2.2.

2.2.2. Neu can c vao s rang buoc trach nhiem cua ngi
chao hang ta co: Chao hang t do (Free offer).

Chao hang co nh (firm offer) la viec chao ban mot lo hang nhat
nh, trong o neu ro thi gian ma ngi chao hang b rang buoc
trach nhiem vao li e ngh cua mnh. Thi gian nay con goi la
thi gian hieu lc cua chao hang co nh. Trong thi gian hieu
lc, neu ngi mua chap nhan hoan toan li chao hang o th
hp ong coi nh c ky ket.

Chao hang t do (free offer) la loai chao hang khong rang buoc
trach nhiem ngi phat ra no, cung mot luc vi cung mot lo
hang ngi ta co the chao hang t do cho nhieu khach hang.
Trong chao hang t do can ghi ro chao hang khong cam ket Offer without engagement.

CHAO HANG, BAO GIA (Offer)

Trong buon ban, chao hang - bao gia la viec ngi ban the hien
ro y nh ban hang cua mnh.
Co nhieu loai chao hang:
2.2.1. Neu xet theo mc o chu ong cua ngi xuat khau
co:

Chao hang thu ong: la chao hang cua ngi xuat khau neu
trc o nhan c nhng yeu cau (th hoi hang) cua ngi
nhap khau. (Chao hang thu ong con co ten goi la tra li th
hoi hang - Reply to enquiry). Cach viet th chao hang thu
ong:
Phan m au: cam n khach hang a gi th hoi hang en
cong ty mnh.
Phan noi dung chnh cua th: Tra li nhng cau hoi cua ngi
nhap khau. Gi cho ho Catalog, hang mau, bieu gia, thi han
giao hang, phng thc thanh toan, ieu kien giam gia.
Phan ket: To y mong i s tra li cua khach hang va ha
hen.
Trang 37

Chao hang chu ong: la ngi xuat khau chu ong chao hang
khi cha nhan c Th hoi hang cua ngi nhap khau. Cach
viet th chao hang chu ong:
Phan m au: trnh bay nguyen nhan la chon oi tng cua
mnh.
Phan noi dung chnh: T gii thieu ve cong ty cua mnh va cac
mat hang cua mnh san xuat kinh doanh. Gi kem theo
catalog, hang mau, gia bieu va cac ieu kien ma mnh mong
muon e ban hang.
Phan cuoi th: mong sm co th tra li.

Chao hang t do tr thanh hp ong khi co s xac nhan lai cua

ngi xuat khau. Ngi mua khong the trach c ngi ban neu sau
khi chap nhan chao hang, ngi ban khong ky hp ong vi mnh.
2.3.

HOAN GIA (Counter Offer)

Hoan gia la mot e ngh mi do mot ben mua (hoac ban) a ra,
sau khi a nhan c chao hang (hoac at hang) cua ben kia, nhng
khong chap nhan hoan toan chao hang (hoac at hang) o.

Trang 38

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

Phan noi dung chnh th: noi ro ve phieu xac nhan ban va ban

Khi hoan gia, chao gia trc o coi nh huy bo. Trong buon ban
quoc te, moi lan giao dch thng phai qua nhieu lan hoan gia mi
i en ket thuc.

hp ong gi kem theo th cho ben mua. Yeu cau ben mua
m th tn dung cho mnh.
Phan ket thuc: cam n ve n at hang, bao am se thc hien
tot nhat hp ong gia hai ben.

Cach trnh bay mot la th tra gia cua ben mua:

Phan m au: Cam n ben ban a bao gia cho cong ty mnh

Phan noi dung chnh:

Trnh bay cac ieu kien khong thch hp vi cong ty mnh.
e xuat ieu kien cua mnh.

Phan ket: Mong nhan c hoi am.

2.4.

Cach viet th chap nhan:

Ben mua viet cho ben ban:

Phan m au: Neu ro mnh chap thuan nhng ieu kien do
ben ban a ra. Neu a gi Fax roi, th xac nhan lai mot lan
na cho ro rang.
Phan noi dung chnh:
Thong bao, gi Phieu xac nhan mua va n at hang
cho ben ban.
Bao cho ben ban biet mnh a chuan b m L/C cho ho.
Phan ket thuc: Mong ben ban quan tam en n at hang cua
mnh
Ben ban viet cho ben mua:
Phan m au: neu ro mnh chap nhan cac ieu kien do ben
mua a ra. Neu a gi ien th can xac nhan ro them.

Trang 39

AT HANG (Order)

Tren c s chao hang, bao gia hoac chap nhan gia do ben ban
a ra, ben mua se lap n at hang gi cho ben ban, thong thng,
mot n at hang ay u gom co cac muc sau: Ten hang, chat
lng, so lng, gia ca, thi han giao hang, phng thc thanh
toan...

CHAP THUAN (Acceptance)

Sau khi ben ban va ben mua qua nhng lan bao gia (chao hang)
va tra gia (hoan gia), at hang, cuoi cung i en ky ket hp ong
mua ban. Khi ay, trong Fax hoac Telex ch can viet ch chap nhan
ACCEPT la u. Nhng sau o van phai viet th chap nhan theo
ung nguyen tac.

2.5.

Cach viet n at hang:

Phan m au: neu c s lap n hang: da vao chao hang, chap

nhan gia cua ben ban hoac hang mau, catalog t mnh a ra.

Phan noi dung chnh: neu ro nhng ieu kien mnh e ngh ve:
chat lng, bao b, thi gian giao hang, ieu kien thanh toan, van
chuyen...

Phan ket thuc: e ngh ben ban chap nhan n at hang cua
mnh.
2.6.

XAC NHAN

Sau khi thong nhat vi nhau cac ieu kien giao dch, hai ben
mua va ban ghi lai cac ket qua a at c, roi trao cho oi phng.
o la van kien xac nhan.
Van kien do ben ban lap goi la giay xac nhan ban hang, van
kien do ben mua lap goi la giay xac nhan mua hang.
Xac nhan thng lap thanh hai van ban, ben lap xac nhan ky
trc, roi gi ben kia, ben kia ky xong gi lai mot ban va gi tra lai
mot ban.

Trang 40

Nghe Thuat am Phan Trong Kinh Doanh

3. KY THUAT AM PHAN BANG CACH GAP MAT TRC TIEP

3.1.

NOI DUNG AM PHAN HP ONG NGOAI THNG/

THNG MAI

Nghe Thuat am Phan Trong Kinh Doanh

cach at cau hoi ban se khai thac c toi a nhng thong tin t oi
tac e phuc vu cho chien lc am phan cua mnh.

e at c mong muon, can giai quyet 3 van e:

Tap trung am phan cac ieu khoan (cum ieu khoan sau):

Noi dung cau hoi: Hoi cai g?

ARTICLE 1: COMMODITY (ten hang).

Hnh thc cau hoi: T ng va cau hoi c sap at nh the nao?

ARTICLE 2: QUALITY (chat lng).

Thi iem a ra cau hoi?

ARTICLE 3: QUANTITY (so lng).

ARTICLE 4: SHIPMENT/DELIVERY (giao hang).

e co the hoi ung cho, ung luc va at c ket qua mong

muon, can:

ARTICLE 5: PRICE (gia ca).

Lap ke hoach at cac cau hoi mot cach ky lng, chi tiet.

ARTICLE 6: PAYMENT (thanh toan).

Phai nghien cu, tm hieu ky ve oi tac.

ARTICLE 7: PACKING AND MARKING (Bao b, ky ma hieu)

Chuyen dan t cach hoi chung chung, cau hoi m sang hoi cu
the, vi pham vi thu hep dan.

ARTICLE 8: WARRANTY (bao hanh).

Phai chon ung thi iem e hoi.

ARTICLE 9: PENALTY (phat).

ARTICLE 10: INSURANCE (bao hiem).

Biet kheo leo khai thac va phat trien nhng ieu pha oi tac
trnh bay.

ARTICLE 11: FORCE MAJEURE (bat kha khang).

Xin phep c hoi.

ARTICLE 12: CLAIM (khieu nai).

ARTICLE 13: ARBITRATION (trong tai).

ARTICLE 14: GENERAL CONDITION (ieu khoan chung).

3.2.2. Ky thuat lang nghe

(Noi dung chi tiet cua tng ieu khoan xem chng VII GIAO
TRNH KY THUAT NGOAI THNG, NXB Thong Ke, cung tac
gia);
3.2.

e am phan thanh cong th ch noi, hay hoi ung cha u, ma

con phai biet lang nghe. Biet nghe la ca mot nghe thuat. e nghe cho
ro, cho ung ban phai het sc khach quan va chu ong, phai co
gang hieu cho c ca nhng y o, an y, ham y an cha trong
nhng cau hoi, cau noi cua pha oi tac.
e co the nghe mot cach cham chu, hieu qua, can:

MOT SO KY THUAT AM PHAN CAN LU Y

3.2.1. Ky thuat khai thac thong tin cua oi tac

e am bao am phan at c hieu qua cao ban can biet ro y

o, ky vong va nhng thong tin can thiet t pha oi tac. Neu biet

Trang 41

Nghe mot cach hng thu, tch cc;

Khi nghe, can lu y quan sat ca thai o va c ch cua ngi noi;

Tranh ngat li oi tac;

Khong xao lang hoac phan tan t tng;

Trang 42

Nghe Thuat am Phan Trong Kinh Doanh

Phai co gang ghi chep nhng g mnh nghe c;

Nghe Thuat am Phan Trong Kinh Doanh

The hien cho oi tac biet s tap trung chu y va quan tam cua
ban en ieu ho trnh bay;

Trong am phan co gang gi bnh tnh, tranh gian d tong moi

tnh huong;

Hay luon nh: khong the ong thi va nghe va noi tot c.

a.

chuan khach quan.

Hay lap luan va lang nghe nhng lap luan cua oi tac e xem
tieu chuan nao la khach quan nhat, phu hp nhat.
Ch lui bc trc nguyen tac, ch khong lui bc trc ap lc
cua oi tac.

Khoang cach gia li ch ma hai ben e ra qua ln.

Tranh chap lap trng.

Mot ben dung the manh e ep buoc ben kia.

Do khong hieu nhau.

Nang lc cua can bo am phan b han che.

phat hien nhng li ch ang sau no.

ng bao ve y kien cua ban, ma hay e ngh oi tac gop y

kien va khuyen ban, sau o se hoi xem ho se lam g neu vao
a v cua ban.
Chuyen s cong kch nham vao ban thanh cuoc tan cong giai
quyet van e.
Hay at cau hoi va gi im lang khi can thiet.

b. Ky thuat giai quyet nhng tnh huong be tac (the gang) trong
am phan

Ap dung thuat nhu ao (Jujitsu).

Khong cong kch lap trng cua oi tac, ma hay tm kiem,

Nguyen nhan dan en tnh trang be tac

a ra nhng tieu chuan khach quan. Can tuan thu nguyen tac:

Hay coi cuoc am phan la cuoc tm kiem chung nhng tieu

3.2.3. Ky thuat giai quyet nhng tnh huong be tac trong

am phan
Trong am phan, en mot giai oan nao o, co the xay ra nhng
tnh huong be tac - oi ben eu co cam giac khong the nhng bo
c na, cuoc am phan ri vao trang thai gay go, co nguy c tan
v.

Tao ra cac phng an e cung at c muc ch. Can lam:

Trc het can sang tao ra cac phng an.
anh gia, la chon cac phng an e a ra am phan.
Thao luan vi oi tac.
Hai ben i en quyet nh la chon phng an toi u.

Tap trung vao li ch ch khong tap trung vao lap trng. Can
lam:
Can nhan thc c li ch xac nh lap trng.
ang sau lap trng bat ong co the ton tai nhng li ch
chung.
Xac nh ro li ch cua mnh va cua oi tac.
Trao oi ve li ch gia cac ben.
Gan cac li ch khac nhau lai vi nhau.

Thay the can bo am phan:

Lam tran oi tng, em trach nhiem ve pha mnh quy cho can
bo am phan cu, du co ung la ho phai chu trach nhiem o hay
khong, con la vo hnh bat ho ong vai tro con de te than - sach lc
o giup mnh chu ong tr lai am phan, mn c c noi, xoa i
the gang tren ban am phan. Trng Tng.
Khi thay oi can bo am phan can lu y:

Noi cho oi tac biet nguyen nhan thay oi.

Khong tuy tien thay oi ngi, ch thay the khi can thiet.
Khong lam mat the dien nhan vien cua mnh.

Trang 43

Trang 44

Nghe Thuat am Phan Trong Kinh Doanh

Tap trung vao nhan vat chu chot: Trong am phan can tm ra
nhan vat chu chot va ngi con cha ong y vi y kien cua ban,
can tap trung sc lc e thuyet phuc nhng ngi o th mi co
the at c ket qua.

Nam lay iem yeu chu chot e tan cong: Trong am phan can
nam c van e ban chat, nam lay cho s h cua oi phng,
tap trung tan cong vao iem yeu cua ho.

Nghe Thuat am Phan Trong Kinh Doanh

2.

Hay phan tch, anh gia nhng ky thuat am phan c ap

dung tai cong ty (Ni ban ang lam viec) va e xuat cac giai
phap hoan thien.

3.

Hay phan tch s o sau:

Li dung mau thuan: Li dung mau thuan trong noi bo oi

phng va au tranh kheo leo, ay trach nhiem g the gang cho
pha ben kia, t o co the lam cho the gang tieu bien mat.
Di bua lm cui cung nh anh tran boi thuy (quay lng
xuong nc) la mot sach lc nguy hiem. No ch s dung khi
am phan sa vao the gang, co y tuyet oi hoa ieu kien am
phan, em at toan bo van e len ban am phan, chng minh
rang mnh khong con con ng nao khac e thoai lui, hy vong
oi phng co the nhng bo, neu khong anh chap nhan ket
cuc cuoc am phan tan ra. Trng Tng
Ngoai ra con nhieu ky thuat khac nh:

Nang cao v the trong am phan.

Giam gia tr ly le cua oi tac.

Nhng bo va nhan nhng bo.

(Xem chng 5, sach AM PHAN TRONG KINH DOANH

QUOC TE, cung tac gia).
CAU HOI ON TAP
1.

Hay thc hanh mot cuoc am phan bang th (Neu tnh huong,
viet cac th hoi hang, chao hang, hoan gia, nh a c hng
dan trong bai).

Trang 45

Trang 46

Offer

Counter Offer

Acceptance

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

BAI 6

NHNG BAI HOC KINH NGHIEM

TRONG AM PHAN

3.2.

Lch s am phan cung dai lau nh lch s van minh nhan loai.
Cung vi qua trnh phat trien cua lch s, t vo so nhng cuoc am
phan thanh cong va ca nhng cuoc am phan that bai, cac doanh
nhan a uc ket c rat nhieu bai hoc quy bau.
Di ay uc ket mot so kinh nghien c ban giup cac ban am
phan thanh cong.

Phai xac nh t tng: co gang at c muc ch cua mnh

tren c s khong kh am phan than mat, thoai mai cho ca hai
ben.

Tm hieu cac phong tuc, tap quan, thoi quen, s thch va t

tng cua oi tac nc ngoai.

Hng ti ban hang vi long ton trong ca nhan ln nhat.

Khong nen co nhng nu ci vo ngha (ac biet khi lam viec vi

cac oan Au chau).

Co s quan tam ac biet hn en cac thanh vien n trong oan

am phan oi phng.

Phan ng lch thiep oi vi nhng sai trai cua oi phng ac

biet neu anh gia o la nhng thieu hieu biet cua ho ve phong
tuc tap quan cua ta.

Nuoi dng thoi quen khong tham gia tranh luan ve nhng van
e chnh tr, ton giao, ao c, loi song, chung toc... trong qua
trnh am phan.

Bao gi cung co the noi khong oi vi mot van e con ang

nghi van.

Trong am phan, thng xuyen quan sat mot cach kn ao va te

nh cach c x va hanh ong cua oi tac e co the ieu chnh
mot cach kp thi, hp ly cach c x cua mnh.

Co gang thch ng vi nhp o am phan cua oi tac.

Han che trao oi, tranh luan rieng mang tnh chat noi bo, bi co
the b lo y nh neu ben oi tac hieu c tieng nc mnh.
ong thi, ieu nay con the hien s khong nhat quan gia cac
thanh vien trong oan.

Nhan nh kp thi nhng s h cua oi phng.

2. NHNG BAI HOC KINH NGHIEM TRONG AM PHAN

Chuan b cang ky cang tot

Thu thap ay u cac thong tin can thiet

Xay dng chien lc am phan khoa hoc

Nhng iem can lu y trong qua trnh am phan:

Ve nhan s;
Ve thi gian;
Ve cac van e am phan;
Ve giao tiep.
Nhng iem can lu y khi ky ket hp ong

3. E TR THANH NHA AM PHAN GIOI

3.1.

TRONG GIAI OAN CHUAN B

Hay bat au t nhng ieu be nho, th nghiem dan dan.

Hay au t thch ang.

iem lai nhng ieu mnh a lam c, rut kinh nghiem e

khong ngng hoan thien.

Trang 47

KHI BC VAO AM PHAN

1. DAN NHAP

Hay chuan b, chuan b cang ky cang tot.

Trang 48

Nghe Thuat am Phan Trong Kinh Doanh

Nhay ben anh gia tnh hnh dien bien cua cuoc am phan e
quyet nh mc nao la va phai.

Ky c hp ong vi cac ieu kien thuan li cho mnh ma oi

tac co the chap nhan.
CAU HOI ON TAP

Nghe Thuat am Phan Trong Kinh Doanh

TONG KET
1. TONG KET
Biet c nhng cong viec can lam, nhng ket qua can at c
trong moi giai oan cua qua tnh am phan:

Giai oan chuan b;

1.

Hay phan tch nhng bai hoc kinh nghiem trong am phan kinh
doanh?

Giai oan tiep xuc;

2.

Hay trnh bay ke hoach phan au cua anh/ch e tr thanh nha

am phan gioi?

Giai oan am phan;

Giai oan ket thuc am phan - ky ket hp ong;

Giai oan rut kinh nghiem.

Nam c nhng ky thuat am phan c ban, am phan bang

th va am phan bang cach gap mat trc tiep; Giup ban co kha
nang ng dung nhng ky thuat nay trong thc te;
Rut ra nhng bai hoc kinh nghiem trong am phan kinh doanh.
2. HNG DAN PHNG PHAP HOC
e hoc tot mon hoc nay, can:

Trang 49

Cham chu theo doi, lang nghe cac buoi phat song cua ai truyen
hnh Bnh Dng co lien quan en mon hoc;

oc ky tai lieu tham khao c gii thieu;

Tra li cau hoi on tap cuoi moi bai;

Van dung nhng kien thc a hoc vao thc te;

Ghi nhan lai nhng thac mac e sau nay yeu cau giai ap;

Chon mot e tai yeu thch e lam tieu luan;

Tm tai lieu va viet tieu luan;

Tham d buoi on tap cuoi khoa (trc khi thi) e c giang

vien giai ap.

Trang 50

Nghe Thuat am Phan Trong Kinh Doanh

Nghe Thuat am Phan Trong Kinh Doanh

MUC LUC

3. HNG DAN CACH VIET TIEU LUAN

Tieu luan c viet (viet tay hoac anh may) tren giay kho A4,
t 15 - 20 trang, gom:

M AU : GII THIEU MON HOC

NGHE THUAT AM PHAN TRONG KINH DOANH ....... 3

Ba (xem phu luc);

Ba lot;

BAI 1

: GII THIEU CHUNG VE AM PHAN .......................... 7

Nhan xet cua giang vien phu trach mon hoc;

BAI 2

Muc luc;

: ANH HNG CUA VAN HOA DAN TOC, VAN HOA TO

CHC, TNH CACH CA NHAN EN AM PHAN
TRONG KINH DOANH ................................................ 12

Li m au (ly do chon e tai; Muc ch nghien cu; Pham vi

nghien cu; Phng phap nghien cu; Bo cuc cua tieu luan);

BAI 3

: CAC KIEU AM PHAN ............................................. 21

Noi dung (Tuy tng e tai se co noi dung cu the);

BAI 4

: QUA TRNH AM PHAN TRONG KINH DOANH ......... 27

Ket luan;

BAI 5

: KY THUAT AM PHAN TRONG KINH DOANH ........... 35

Danh muc tai lieu tham khao.

BAI 6

: NHNG BAI HOC KINH NGHIE

TRONG AM PHAN .................................................. 47

TONG KET ....................................................................................... 50

4. CACH ANH GIA

Nham e cao kha nang t hoc, t nghien cu va van dung cua
hoc vien, nen iem so cua mon hoc se gom 2 phan:

iem thi cuoi khoa chiem : 80%

iem tieu luan chiem

: 20%

5. LI KET
In many ways, negotiation is like athletics: Some people have
more natural talent, and like the best athletes, they may gain the most
from preparation, practice, and coaching. Yet those with less natural
talent have more need for preparation, practice, and feedback, and
much to gain by it. Whichever you are, there is much to learn, and
hard work will pay off. It is up to you. (Roger Fisher and William
Ury Getting to yes).

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