Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng 1. Các bên tham gia đàm phán •                !""#$%&" '(#)*+,-.""/012*3*45*54154*122 "6220 4)7  /"8,"---9: •   ;  ,;<$==>,?  ,?  <,< @A1<;B$C=DE,F:=DG,>,H: "65561771)7I6556177177 /"8,"---<:& 2. Lý do đàm phán ;<$>,?  ,?  J<,<  ;<$,?K<,L M     <,<   =;  <E;<N;  <;<$;    :$>,?  ,?  ;<$D$,H<DD OPA,QR:S$:$&DS,F8.ST;<$  LU&D <PSOV:$FW<LSK&X,?YFK&XK$Z &D8OKL[<;<$,H<&\DA&],&,HA,OV:L,C ^.;<._S8G<`:S$8a:L]SOV:b:cQd ;<$>,?  ,?  J<,<<8b    L  ,?  &,?  ;  ,      : L  ;  <  ;  ?  ;  <Y  $      e#,K,<+<":"@$":f:;     $?<,?  L:;    ,$  ;  Y$?     M <    La  <  ,;  ,,?  <  , >,?  :g M :<,,  La  <A,OV:<:;  a  ,<,K  ,? ;<$>,?  ,?  J<,< M   :;  ?  ;  <.,K M <L;  ,< M .$ M       h  ;  N.,<,?  :?    :8  &,?  ;  ,    :;  K  < Nguyê ̃ n Thu ̀ y Dung KTTG17A 1 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng ;<<?  .$ M   LK  <    :;  ?  ;  <Y  $      #+@ >,?  ,?  J<,<,?   M <<  :;    ;  ,K  <    :,?     .;<.h    ;<$=,"  <B;  N;<$.  +$ M        :;          a    +$ M &CSOV: ;<<,HN;<<HESD<i\DO,Sj *2Y;  <,&a  ,K  <    :h        :;  ?  ;  <Y  $      e#+@f8<;  :'  :?  :Y  $      #+@T  8;  ,?  .,?  .$ M   ;   ?  ;  <L  ;  <      T  ,?  8,    :8,?  ,?  ;  ;    :Ta       &;  <a,C^.;<._&DHA<,8O:\     ,?    :;  ;<$b    ,@,<"  ;<$ @,<"e@fY  $  <  .&L  ;<:%  ;< $@,<"  :;  &b  <  ,K,?  b  a  >,?  :   >,?  :$,?  :;  b  ,?  :  ?        :  ,<,K,b     <NL  ,?  a  <a  >,?  :?  .;<?  ,??  L  ,?  &a  ,&b  <   ,K,?    a  >,?  ::    ,Y;<$a  @,<";  ,< M .$ M   a  &b  <  ,K,?    $  h  NLa  <$?  ,a  ?    $?<,a  @,<"  @,<"<  ,,?    Y  $  <  .&L   ;<:%  <.,&b  <  ,K,?  >,?  :.;<  ,?  :L   M <LY$:;?    ?    ;  <.,K;  ,    :     !a  >,?  :>,?  :<8,  a,&  h    <    ;  <."  :,?  Y        <,  KLa  L  ,  La  <>,?  :.;<  <.?  <., @,<"<.;<    a  ,<,L  ?    LN  ,?  ,  La  < >,?  : g  <    :L  ;  <      #+@<      :,?  :b<a  >,?  : L?      La        ,?  8,  <        a  >,?  :?   <  ,  .  L  La  <  ,<  , M <     M <   Nguyê ̃ n Thu ̀ y Dung KTTG17A 2 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng   ;  ,,?  <.  <:<,.,KK  <    :  $a  >,?  :      M <@,":"="$-" @:;  a  ,<,,??  &  h  :,?  L  ?  ,  La  <;  ,b:122);<$>,?   ,?  J<,< M Y$?  ,  ,??  &a  ,      +$ M ?    :  .$  .?  a  ;  <  :  ,$  ;  ,;  Y$?     M <   ,>,?  :K  <    :;  ?  ;  <L  ;  <       3. Phân tích quyền lợi và vị thế của các bên 3.1 Quyền lợi kl,_cLlm&XD:SnoV$,8?p<lSq c<.rLll`< 3.1.1 Lợi ích riêng  ;<$>,?  ,?  J<,< >,?  .$  .?  a  ;  <" M <,  ;<$>,?  ,?  J<,<a      ;  , ;  Y$?        :;  K  <?  ;  <Y  $      e#+@f   $  :;  K  <    :,?  :b<<  $  <  La  L  K  < ,?    <&a  ,L    ,?    .,?  NL  ,?    ,      ;,    ;  a  L&  $;<$>,?  ,?  J<,<" M   La  <;    <  :8     L  <  .,K  :h    ,&L    &,  ?      ;  ,;  Y$?      M <    a  ?,  La  <>,?  :>h  ?  &,?  ,?      :&  K   ;<$ M <" M b<?  ,?  ;<$" M <  $  <?    ,?         >,?  ?  ;<$>,?  ,?  J<,<  :  ,$  ;  ,;  Y$?       " M <,        La  :;    ;  ,    :&a  ,:;  ?  ;  <., KbM  N:;  ;  ,< M .$ M   bM  &a  ,,?  .,<,?  :  ?    :8   ;  &,?  ;  ,    :.$ M   L    :#+@a    :       <  $  <  ,?  &a  ,&,?  :a  ;  <,    ,?  @L  <,b<  La  < 8  b<a  ,    ,?    ,? 3.1.2 Lợi ích chung Nguyê ̃ n Thu ̀ y Dung KTTG17A 3 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng   :    ;<<,    ;<$>,?  ,?  J<,<&         aa  ?  ,?    :;  ,Y?  .,KK  ,B  :;M, 8??    ?  <  ;  <.,K  :h  &    <<  $  <  ,?   a  :   3.1.3 Lợi ích mâu thuẫn  ;<$>,?  ,?  J<,<,HW<<lS&],P,Ca&q A,OV:<cOA,ii>,H,FJ <,<,?.F&],,>,H:D:GDOP,F8sG<c ^D4#,>,H:t,Ll@",K"i'S:t,\D @",K"i'S$?,:t,S;<$u.SD:HA<s G<c^De#+@f&DjDA,iiL&\$&,H ,?.F&],,C8?&DDA,iiD:G$FA<$: v&Cl,_.,F.,F>,H,FJ<,<L ci,C:,&],<,FLl.,KW<LSs KA:D\DD$L      D:G\DOPNA,OV:P Ll<i+wxP,CS;<$]?F<,],tG<XG &D\DD$Ly<>,H:LLlS<,SD A,Ll<qS,q:tOV:in<D$&Z,C:s.,F^t F\DD$W<nc:G,S<tG<j@,<"D:G L]c&_r<z>,H:=,H,SD$<YOr<O .&s;<:{>,HD\?::G,Sj>,H:W<L :jt,rA,GY$Cin<D$jLy<>,H:&mA.|: ?:,_:D.FYO\L.OY.,F\DD$Ls so}< ka  ,h  :M  $  :&,?    :  .c,?  ;  <   3.2 Vị thế    :;      a  &  ;  ,,?  <  +$ M $?       ,?  8,  .$ M   ?  ;  <L  ;  <      &   M a  ,L  b:*66 =,H<&\D.O<22,S?<z*2YA<,?F<,], Nguyê ̃ n Thu ̀ y Dung KTTG17A 4 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng xP,CS;<$]?F<,],tG<XG&D\DD$ @    :   M <La  ,?  ;  ,??  <,a  ,  .  N,?  ;         ef>,?  : M <  L;  <  .  ?  ,?    K  <    :   M <  $      $ M   :;  Y  h  :<,,  La  <K  ,&    :;        a    $h   M La  .b  <,  ?   ?  <,a  ,,?  ;<$.,KK  <    :  $:;  h  :a;  ,a     K  ,&a  ,  ;<$>,?  ,?  J<,<D\b:*))*j>,H:<<z*2 b:tG<j>,H:;<$D$n:jLl8O$,S:GD :S$8A<:<~<K&X$?AO8:,C#Q<: >,H:+b  K   M < M   .,<,?  :    ;  ,:b    <,?     .;<.h  $ M <  :;  K  <    :;  ?  ;  <L  ;  <  ,?     .;<.h        &D<.;<<m<•s:jG<aUSO V:sG<ccD:Ll<;<<HLHA<k"%g€ %+HA<@:+xL<>,H,FJ<,<L  ,?  &,  ?  ?,  La  <&  LLa  8,?  ?  &a  ,:;    :&  a  L:;     ;  ,:;   M <    ;  ,,?  <  La  <  ,&?  K  <    :    : La  <  La  <L    :   L&  $  &,  ?  a>,?  ,?  J<,<K    La   ,?  Y$?    ;  <a.,  :   4. Những yếu tố ảnh hưởng tới đàm phán 4.1 Môi trường đàm phán 4.1.1 Quan hệ cung cầu trên thị trường a) Về phía cầu <,?  .,?  ?  .,?    ,?    $KL  <L M <    &b  <   <,?    ,a  L M <  ;  a  <  $  <b<?@    :L  ;  <   <,  ,?    ?L M <    ,?    ,&a  ,?  ;  <Y  $  L  ;  <  ;  , b  8,?  <a  ,.$  ;<<,?    4,?    ,  a  >,?  :,?  $h     Nguyê ̃ n Thu ̀ y Dung KTTG17A 5 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng   :L  ;  <      <      ,?  NLa    La  .$?  .h     LL  K  < ;<$>,?  ,?  J<,<b  :8b  ?      ,  La  < M   La  <   <&  K  <    :L  ;  <      ?    <.,K;  ,•  >,?  :Y.      $<  $  <,?  KL        &b  <<L   <  :  $;<h  a  <La  $KL  <L&  $  &?      :L  ;  <      a  >,?  :    a   b) Vê ̀ phía cung ?,  La  <>,?  :L  :;  K<,?    L      La         :?  ;  <Y  $      L    :?  :Y  $      8;  ,?  .,?  .$ M   ;    ,?  8,    :8,?  ‚>h  ?  <;    <h    ,L    .   <.,  :$  <La  ,,?K  <,K  <L M <    :;<<?        M <    a  ??  <,a  ,a    L M < M <  La<,?  &  $h   L@,":"="$-"La  $KLL  L    :&     ,?  ,  La  <>,?  :?    :L  ;  <         M < a  ,  La  <>,?  :<h   L&  $<&?      :L  ;  <      h  <  h  N&a  ,    :   a  >,?  :    h     a  <.,<h    ,?  a  ,?          N  ;  ,       N;<$>,?  ,?  J<,< 4.1.2 Địa điểm đàm phán La<&    :    $La  L  ,?  Y  ƒ4:,,?    ,N<b  <a M L   ,?  gh  <,  :;  Na  $  <,  :;    ,8?  :  &a  ,g h    La<&    :b  a  ?&L      ,  a  ,<,b  .$ M .,  a  ,8b  <ƒ:,  ,    ,;  ,L  ,?  Y,?    ,?    $;  ;    :   ?    ,?  .,?  ,?  aL M h  <,  :;  Na  $  <,  :;     ;<$>,?  ,?  J<,< M L  >,?  :<+$ M ?  <b  <a M 8<,  :;         ,  <  <b  <a M L  , M :<  ,,?  Y      ,8? M b    <,&  ?  ,?  .?  Y  ;  ,  <:;  ;    :     ;< 4.2 Thời gian Nguyê ̃ n Thu ̀ y Dung KTTG17A 6 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng Bí quyết kiểm soát thời gian h  8h  Y$?  8?  8h  .,?M M <,  >,?  ,?  J<,<.,  :  &a  , L  ,?  La  L M <,?  .,?    a  ,:h   ;<$>,?  ,?  J<,< M ,?    ,??  <,K,  &a  , L  ;  ,b:122)&    ,?    b:12**,8?:a  ,;  <    ,?  .   a  ;  <&a  , ,?    $  K:Ma  ,h  <,L M ,8?'h  .;<  <,  ,  La  <>,?  :<.,>,?  ,?  J<,<  ,  b  <K8   &b  <  ,K,?    @,<"a  >,?  :  :&,?  L ,?  Y  ?KL  ,  La  <>,?  :,?  $  .;<  <.?  N8   >,?  ,?  J<,< M <L:;  .?  .,K  8  N,<La    , &a  ,  L  .,K,?  $   h  L  :M   M   :,8?.  La<La  <,?      M <?  ,?  $  ,  .;<  a    KL M <8  ;  <&?  Y,?  : L<>,?  ,?  J<,< M .,?M&  8?  8h  <,?  K,  .b  <,   ,?  :L  8  N8  .?    .,K;<?  a      ;  , ;  Y$?  K  ,>,?  ,?  J<,< M ;  <b  <$?     ?    ?  ,?  .$  .?  a  ;  < 4.3 Thông tin ;<$>,?  ,?  J<,<h  :.,?  :;<,&?      &  La  8,?  >,?  :h    &b  <  ,K,?    ;<$ @,<"  8;  ;<:%  ,?  $ M <h    :;  :h   @,<"Y  $  ,  La  <>,?  :LLa    <,  &h  &b  <  ,K,?    @,<"a  >,?  :  ;  <L,?   Y  L&  $    L?      ;  ,  h  L  N ;  Y$?  a  >,?  :<.,      a,?    xƒƒ  :;         >,?  :K  <,?      :  N@,":" M <<:;     :  ,$  ;  ,;  Y$?      ,>,?  : Nguyê ̃ n Thu ̀ y Dung KTTG17A 7 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng   La  ;<,&?  ;  ,  <,  ;<$>,?  ,?  J<,<L  ,&    ;  < a.,  :  ;  <a  ,?aa    L  K  <L M <;  ,  :?  ::  <a .,  :  &a  , 4.4 Ưu thế các bên trong đàm phán <;    :    $L?  ;  ,?  a&h     :;          La<,?  &  $h  ?  ?  <,a  ,  :;      .,KY;  <,  ,?  ;  ,  :;  a      :   ;  ,    :,?  <  :;  ;<$ @,<"  :;    La  ;  .&L  ;<:%    <  >,?  := M <   $    ,    @,<"&M  ?  ,?    Y  $  <, K,  .,K  .&L  ;<:%  8<;  :  >,?  : <.,  &a  ,;<$>,?  ,?  J<,<Z<,?  <;    <?  ., K?:;    <.$  .?  a  ;  <&a  ,?  ,?       :  ,$  ;  ,    : >a  ,L?  ;  &?  :h  K  ,?  ?    ;  <<  :    4.5 Khủng hoảng kinh tế toàn cầu cuối năm 2008 g.  <  <.,?      ;  ,b:1226    <La  <,  :L  : h  h  ,  La  <  <.;<h  L  <La  &a  ,K  <    :;<<?  &  <,    Y     M <  :;  <L M <$  K:  K  K  <    :  .;<  <.?  a  >,?  :LL  L  , La  <?    Lb  :;  ;<$ M <L  ,$  ;  ,    :a  >,?   :L M   La  @,<" <.,  >,?  ,?  J<,<<:;  ;  <b  <L  <  8  .?  t., K  :h  " M ":  ,,?  Y  .,?  ab  L M <<h  :   @,<"N&b  <  ,K,?  >,?  :<  : Nguyê ̃ n Thu ̀ y Dung KTTG17A 8 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng ;  ,b:122).,:  ?  .,?      <K  ;  ,   :;  8  La  ,?    <&a  ,<,  b  :a  :.;,  K;  ;<$  M <:;    ?:.?    <$L  "  K;    ,$   ;  ,  :h  <.,  >,?  ,?  J<,<<:;  L  ,?  ,?  K,   .,K":;  ;  h  <;  :  <,,  :  <<,,    L?  b   b  <&  ?  K;  &h      ,K  ,?  a  ,<,N;<L  <$KL  <  :;  , Y?  &a  ,      8b  <&,?  ;Ma  .$ M         ,?  a$ &h  ?    L  :  $:  h  :,?  LLa  .,,?      :  :,?  ;  ,;< KL    $b  L  ;  <N<,  :,?  Y  L  K  <      :L  ;  <   L&  $.  <  <  :  :  a  ?.  .ba<&,?    : M  a  ,h    :;M,8? 5. Chiến lược, chiến thuật áp dụng trong đàm phán 5.1 Chiến lược đàm phán gLa<&    :    $:<?  a  ,h    ,8?&  a  ,h    La     8?  $  La  KL  ?L  a    &a  ,8?.,g&  $a  $  ,?  La    :     a     <,?  La    $;<$>,?  ,?  J<,<:;  ,?    Y?  ;  ,   K  ,    ;  ,;  Y$?      :  ?    <$KL  <&  K$h  :;  ,Y?  <,L M ,8?>h  ?  <,?  La  <a   >,?  ,?  J<,<,  La  <8;        ;  <L  ;  , < M .$ M L  :h  <@,<"?      ,.,<,?  :,?    &  L  K  <     :a  @,<"E,@,<"?  ,?  L  .;<a    ,?  h  >,?  ,?  J<,<.<<$b<b  <:  h  b   a  &a  ,@,<"L M <:.?  :       M L&a  ,>,?  ,?  J<,<    a  ,h    ,8?<La<&    :     $;  ,  <8;  ;  ,    ,  "L M <<h   M      Nguyê ̃ n Thu ̀ y Dung KTTG17A 9 Thương vu ̣ đa ̀ m pha ́ n để đươ ̣ c la ̀ m đa ̣ i ly ́ đô ̣ c quyền phân phối sa ̉ n phẩm cu ̉ a ha ̃ ng 5.2 Chiến thuật đàm phán gL?    ,?  ;  &?  ;<$>,?  ,?  J,< M L  K  <,?    „  bb  8b    ;…;<$>,?  ,?  ;  <$  La  < 8;  :;  ;  &  ?  L    .;<L  ?:.$ M L<La  <KM&    L  K  <    ::a  ,  ,>,?  :       L  K;  Lh  L.;<<,  :h    ,$  L>,?   ,?  J<,<$?  ;  ,  ,  ,    8  .?     .,K;<  >,?  ,?  J<,<  >,?  ,?  J<,<" M   ;  <?  La  <KM      L  K  <    :L  ;  <  N;Ma  .$ M    .,  a  ,?        .;<  <b  ,?  .  .b<L  K  <&  &         :  L M ,?    $,<La  &a  ,Y,?  : M   .;< ;Ma  .$ M   ,?  N  ,.,?          ;  ,?  &    ,$  <   h    ,$  :a  ,K?MK  <<$  L  a  <&a  ,    L  h  &,?  ;M a  .$ M   .,  a  ," M <,    KL      $KL  <          ;  < ,?  Y  N  :8  ,?  ;  L      $:    ;  <.,K         N    :   M <La  ,?  <  $  <,?  a La  <h    ;  ," M La        L    ,K,?  <;Ma  .$ M   ?    ?  ;  ,La      :;  ,L  •  $>,?  ,?  J<,< M      L    ;  <<,??  &a  ,:;  ;<$      a  @,<"  @,<"L<;  ,  ,>,?  ,?  J<,<" M   ?    ;  <<@,<"L  ,?  h  :,?  ;<<?  Y  $   M <L  L   &      ;  <.,Ka  @,<"&h  @,<"  :;    La  ;  ,,?  < &?  <  K,  &  ;  =aL M .  <  ,  $  @,<"&  >,?  :.;< ;,N    ,?  ?  ,?  ,  ,<,K,       a  ,h  :  >,?  ,?  J<,<  La  a  L  K  <,?      $ 6. 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