Ky Thuat Dam Phan Quoc Te PDF

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NGUYN XUN THM (CHU BIN) - NGUYN VN HNG
TRUNG TM THNG TIN TH VIN

AI HOC QUC GIA HA NI
Ha Ni - 2001
KY THUT AM PHAN THNG MAI QUC T
Muc luc
Li noi au
Chng 1
GII THIEU CHUNG VE AM PHAN
1 Khai niem
2 Ban chat cua qua trnh am phan
2.1. am phan la mot khoa hoc
2.2 am phan la mot nghe thuat
2.3 am phan la qua trnh thoa hiep ve li ch va thong nhat
gia cac mat oi lap
3 Nhng e xuat nghien cu va ao tao
Chng 2
CHUAN B AM PHAN
1. Chuan b chien lc
1.1 Chuan b t duy chien lc
1.2 Chuan b thai o chien lc
1.3 Chuan b bien phap chien lc
2. Chuan b ke hoach
2.1 Thu thap so lieu, d lieu thong tin
2.2 a ra gia thiet
2.3 Xay dng cac muc tieu am phan
2.4 Chuan b nhan s va a iem am phan
2.5 T anh gia mnh va oi phng
Chng3
CAC K THUAT CAN BAN TRONG AM PHAN THNG
MAI
1. K thuat am phan gia
1.1 Tai sao lai phai am phan gia
1.2 Cac giai oan tnh gia
1.3 Phan tch o nhay cam cua oi phng
1.4 a dang hoa phng thc am phan gia
1.5 K thuat thuyet phuc trong am phan gia
1.6 K thuat e ngh tron goi
1.7 K thuat so le
1.8 K thuat oi pho vi s khang gia cua oi phng
2. Cac ky thuat trien khai c ban
2.1 Khi ta gap mot oi phng bat tr
2.2 Tm phng thc e buoc oi phng a ra e ngh trc
2.3 a e ngh va kien tr bao ve e ngh a a ra
2.4 Tm phng thc tiet kiem thi gian am phan
2.5 oi pho vi thu thuat a e ngh chot cua oi phng
2.6 K thuat lac e
2.7 K thuat rut e ngh
2.8 K thuat chnh l muc tieu ban au khi tien hanh am phan
2.9. Ky thuat x ly hu doa trong am phan

2.10. Ky thuat x ly nhng bo
3. Ky thuat chong xau chi trong am phan
3.1. Ky thuat chong thai o lang tranh trong am phan
3.2. Ky thuat chong thai o e doa trong am phan
3.3. Ky thuat chong phan bac cua oi phng
3.4. Ky thuat chong s lan ti cua oi phng
3.5. Ky thuat chong on ao ma khong co thoa thuan
4. Ky thuat giao tiep trong am phan thng mai
4.1. Cac chc nang va ac iem cua giao tiep am phan
thng mai
4.2. Cac ky thuat giao tiep can ban
4.3. Vai tro cua phien dch trong am phan thng mai
5. Ky thuat ket thuc am phan
5.1. Khi nao ta nen bo am phan
5.2. Ky thuat ket thuc am phan khi at c thoa thuan
5.3. Nhng ieu khoan thoa thuan nen co
5.4. Nhng ky thuat ket thuc am phan khi khong at c
thoa thuan
Chng IV
VAN HOA TRONG AM PHAN THNG MAI QUOC TE
1. Nhng khac biet ve van hoa: Phng ong va Phng Tay
oi chieu.
1.1. Chu ngha ca nhan va chu ngha tap the.

1.2. C che tang bac.
1.3. Tnh ky luat va thi gian ra quyet nh
1.4. Vai tro cua Chnh phu
2. Trung Quoc
2.1. Guanxi
2.2. The dien
2.3. S knh trong oi vi ngi cao tuoi
2.4. Nhng lu y khac
3. Nhat Ban
3.1. Tateshakai
3.2. Amae
3.3. Wa
3.4. Honne va Tatame
3.5. Naniwabushi
3.6. No Tataki Uri
3.7. Inshin Denshin
3.8. Nemawashi
3.9. Shinyo
4. Hoa Ky
4.1. S khao nhng nghien cu ve am phan trong nhng nam
gan ay My.
4.2. Nhng gia tr van hoa My
Chng V
AM PHAN THNG MAI VIET NAM TRONG NHNG
NAM OI MI
1. am phan thng mai Viet Nam trong nhng nam tien oi
mi
2. am phan thng mai Viet Nam sau oi mi
Gii thieu
Nhng nam thang cuoi cung cua the ky XX vi nhng
thanh tu to ln cua cuoc cach mang khoa hoc va cong nghe
hien ai a va ang ay nhanh s phat trien cua lc lng san
xuat, nang cao nang suat lao ong, lam chuyen bien manh me
c cau kinh te cua cac quoc gia va lam thay oi sau sac moi mat
i song xa hoi loai ngi. Viec truyen ba nhanh chong cong
nghe cao, s bung no giao thong van tai va thng mai quoc te,
kha nang thong tin tc khac, tat ca nhng cai o khien cho cac
doanh nghiep ang ngay cang chu nhieu sc ep canh tranh
trc ay cha tng co va cang ngay sc ep o cang tang, e
doa s song con cua doanh nghiep, ac biet khi sc ep khong
ch mang tnh khu vc ma m rong tren pham vi toan cau. e
thoat khoi nguy c b diet vong, cac doanh nghiep, nhat la cac
doanh nghiep hoat ong tren thng trng quoc te, phai hoach
nh chien lc phat trien hu hieu cua mnh, xay dng hang
loat cac bien phap, trong o co am phan thng mai, nham
tien hanh cac hoat ong thng mai co hieu qua nhat.
Vi kinh nghiem tren ba mi nam phat trien nganh
ngoai thng, vi s ke tha cua nhng thanh tu bat kha chien
bai cua am phan ngoai giao Viet Nam tren trng quoc te, cac
c quan quan ly, cac doanh nghiep Viet Nam a gop phan nhat
nh trong viec phat trien nen kinh te, phat trien nganh ngoai
thng va m rong cac hoat ong kinh doanh cua mnh. Tuy
nhien, am phan thng mai quoc te vi nhng ky nang va t
duy ac thu vi nhng ky xao va nghe thuat rieng ,vi nhng
qui trnh va thu phap nhat nh qua that con qua xa la oi vi
cac to chc va doanh nghiep Viet Nam. a co nhieu cuoc hoi
thao quoc te va Viet Nam, a co nhng cong trnh, chuyen e
nghien cu ham cha nhng noi dung khac nhau ve am phan
thng mai quoc te vi muc ch giup cac nha quan ly, cac
doanh nghiep Viet Nam co quan he kinh doanh vi nc ngoai
khoi b ng trong nhng bc i ban au cua qua trnh hoi
nhap nen kinh te the gii. Khong ngoai muc ch o, cuon sach
co ta e ky thuat am phan thng mai quoc te la cong trnh
nghien cu tng oi dai hi, he thong vi nhng t lieu kha
phong phu va song ong se la tai lieu bo ch.
Mot ieu ang chu y la cac tac gia e la cac can bo
giang day cac trng ai hoc, ni ma am phan thng mai
quoc te ang c xay dng vi y ngha khong ch la mot phan
ma se la mot mon hoc oc lap trong tng lai. Cac tac gia mi
c tu nghiep va c cap bang thac sy (MBA) nc ngoai.
ieu nay lam cho cuon sach va mang tnh ly luan hien ai co
ket hp vi thc tien Viet Nam va mang tnh trng hoc. La
mot cong trnh co tnh chat nghien cu, cac tac gia chac chan
se khong the tranh khoi nhng khiem khuyet nhat nh ve noi
dung cung nh hnh thc. Song chung toi cho rang ay la cuon
sach rat ang tran trong. No rat bo ch va la tai lieu tham khao
thiet thc khong ch oi vi sinh vien, giao vien ma con oi vi
nhng nha nghien cu, quan ly, cac doanh nghiep va cho tat ca
nhng ai quan tam.
Vi tinh than o, xin tran trong gii thieu cung oc gia
cuon sach nay
Ha Noi, thang 10 nam 1997
PGS. PTS Nguyen Th M
Pho hieu trng trng ai hoc Ngoai thng
Li tac gia
Khu vc hoa va toan cau hoa kinh te, nghien cu khuynh
hng noi bat cua nen kinh te the gii trong nhng thap ky chot
cua the ky XX, la s the hien cua qua trnh phat trien co tnh quy
luat cua xa hoi loai ngi. Trc boi canh o, cac doanh nghiep
du la lnh vc nao, khu vc nao eu phai tien hanh cac hoat
ong canh tranh co tnh khu vc, tnh toan cau. ac biet la oi
vi cac doanh nghiep tham gia vao th trng the gii, mot khi
muon ton tai va phat trien, khong the khong xay dng va phat
trien mot loat cac bien phap cnah trnah mang tnh chien lc va
chien thuat. Trong he thong cac bien phap o, am phan, mot
thao tac bao gom trong no cac ac tnh va mang tnh ky thuat,
va mang tnh khoa hoc va nghe thuat, ong vai tro quan trong
trong qua trnh hoach nh va tien hanh ca hoat ong kinh doanh
co hieu qua. V vay, mot loat cac trng kinh doanh tren the gii
a coi am phan thng mai nh mot mon hoc oc lap trong
chng trnh chuyen nganh cua mnh (nh: quan tr kinh doanh,
thng mai quoc te, quan tr thong tin...). Ngoai ra, am phan
con la chuyen e cua nhieu tap ch va bao tren the gii. Viet
Nam, am phan thng mai la mot phan trong mon hoc Ky thuat
nghiep vu Ngoai thng.
e gop phan mnh vao viec nghien cu van e nay, chung
toi bien soan va gii thieu vi quy oc gia cuon sach Ky thuat
am phan Thng mai Quoc te nham trnh bay mot so kien
thc c ban co lien quan ti am phan thng mai quoc te co
tnh ti s khac nhau ve moi trng van hoa, phap luat.
Trong khi thu thap tai lieu va hoan thien ban thao cuon
sach, cac tac gia a nhan c s co vu va ong gop y kien cua
cac thay, cac co, cung ong ao cac ong nghiep tai ai hoc
Ngoai thng Ha noi va ai hoc Quoc gia Ha noi. Cac tac gia
nhan dp nay c bay to long biet n chan thanh oi vi tap the
cac giao s trng ai hoc Ngoai thng: PGS. PTS. Nguyen Th
M, Pho Hieu trng trng ai hoc Ngoai thng, PGS, NGT
inh Xuan Trnh, Chu nhiem Khoa Kinh te Ngoai thng, ai
hoc Ngoai thng, PGS. PTS. NGT Nguyen Hong am, Pho
Hieu trng trng ai hoc Ngoai thng, Giam oc C s II ai
hoc Ngoai thng tai TP. Ho Ch Minh; PGS, PTS Le nh Tng,
Pho Chu nhiem Khoa Kinh te Ngoai thng, ai hoc Ngoai thng;
PGS, NGT Vu Hu Tu, Chu nhiem Bo mon Ky thuat Nghiep vu
Ngoai thng, ai hoc Ngoai thng; PGS. PTS. Pham Ngoc Thiet,
Pho Chu nhiem Khoa Kinh te Ngoai thng, ai hoc Ngoai thng,
GS. PTS. Nguyen c Chnh, Pho Giam oc ai hoc Quoc Gia
Ha noi, va tap the cac giao s trng ai hoc Khoa hoc Xa hoi va
Nhan van, ai hoc Quoc gia Ha noi; GS. TS. Nguyen Lai; GS.
PTS. inh Van c; GS. PTS. Nguyen Thien Giap; GS. PTS. Le
Quang Thiem; PTS. Nguyen Hu at; PGS. PTS. Tran Khuyen;
PTS. Le ong; cac ong nghiep Khoa Ngon ng va Van hoa AnhMy, THS. Pham Phng Luyen, Chu nhiem Khoa NN&VH AnhMy; THS. Le Hung Tien, Pho Chu nhiem Khoa NN&VH Anh-My,
ai hoc Ngoai ng, ai hoc Quoc gia Ha noi.
Cac tac gia cung xin nhan dp nay bay to long cam n
chan thanh oi vi GS.TS. Patricia Oyler, THS. Pham Hong Lnh,
THS. Nguyen Huy Chng, PGS. PTS. Phan Van, THS. Tran Th
Phng, LS. Nguyen c Hanh, THS. Trng Th ac, LS. Trng
Anh Tuan, nhng ngi tao ieu kien ve tai lieu cho cac tac gia
trong khi chuan b ban thao va luon mong muon cac tac gia co
mot cong trnh nghien cu xng ang.
Tuy nhien, trc nhng yeu cau a dang cua oc gia, vi
trnh o con han che cua cac tac gia, cuon sach nay khong tranh
khoi con co nhng khiem khuyet. Cac tac gia cua cuon sach rat
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mong nhan c s ong gop y kien cua quy oc gia nham hoan
thien hn na ve noi dung va hnh thc cuon sach trong nhng
lan xuat ban sau.
Xin chan thanh cam n.
Ha Noi Mua thu nam 1997
Cac tac gia
Chng I
Gii thieu chung ve am phan

1. Khai niem
am phan la mot hien tng xa hoi, mot hnh thc giao
tiep mang tnh muc ch cao nham giai quyet thoa ang cac
hoan canh co van e gia cac tap the hoac ca nhan vi nhau
trong sinh hoat xa hoi hoac cong ong. Bay gi Man mi hoi
ao: Vn hong a co ai vao hay cha? Man hoi th ao xin
tha: Vn hong co loi, .... Cau ca dao tren co the coi la mieu
ta phan au cua mot cuoc am phan e i en thoa thuan.
am phan la mot nhu cau oi vi cuoc song xa hoi cua con
ngi, can thiet nh cm an nc uong, nh khao khat tm hieu.
ieu kien e co am phan phai la cong ong, qui mo nho nh
mot cap tnh nhan, qui mo ln nh mot xa hoi, mot khu vc, mot
chau luc, va ln hn na, biet au sau nay se co am phan gia
cac hanh tinh. Khong co cong ong, ngha la khi song n oc
tren hoang ao nh Robinson Crusoe, ngi ta khong the va cung
khong can am phan.
am phan la mot khai niem rong. Xet ve mat t nguyen
trong tieng Viet, am phan co ngha la thao luan (am) va ra
quye t nh chung (pha n ). Trong tie n g Anh, t a m pha n
(negotiation) la mot t goc La tinh (negotium), co ngha la trao oi
kinh doanh. Bach khoa toan th Encarta 96 (Hoa Ky) nh ngha
am phan la hanh ong:
1/ Hoi am vi mot hoac nhieu ben e i en cac
thoa thuan;
2/ Dan xep phng thc trao oi thong qua hp ong;
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3/ Chuyen giao quyen s hu theo luat nh va tren

thc te cho mot hoac nhieu ben khac e oi lay cac gia tr se
nhan c
4/ Hoan thien va giai quyet thanh cong cac ton tai cua
qua trnh.
Nh vay, theo Encarta 96, am phan la mot qua trnh
gom nhieu khau, bat au bang hoi am va ket thuc bang giai
quyet tron ven tren thc te cac van e a c hoi am. ieu nay
co ngha, neu cac van e hoi am con cha c giai quyet
thanh cong tren thc te th qua trnh am phan cha cham dt.
nh ngha cua Bach khoa toan th Encarta 96 co ve rat phu
hp vi goc t nguyen tieng Anh cua t am phan (negotium: trao
oi kinh doanh).
Trong cac t lieu nghien cu ve am phan, cac nha ly
thuyet eu tha nhan mot ieu am phan la mot thc te cuoc
song co mat khap ni ch khong rieng g trong lnh vc trao
oi kinh doanh. Du muon hay khong, ai ai cung phai am
phan. o cua the la a tre be bong noi chuyen voi ba no ve
viec bat no i ngu luc tam gi goi la a hp ly cha, co the la
cac chu can ho ban bac vi ban thanh ly nha ca ve gia tr con
lai cua ngoi nha, co the la v trng phong ban bac vi cap
tren ve ke hoach tang lng cho nhan vien di quyen. Du
hnh thc co the khac nhau nhng ban chat cua cac qua trnh
eu giong nhau, eu la thuyet phuc. Va qua trnh o c goi
la am phan. Nh vay, khai niem am phan can c m rong
e bao ham ca cac hoat ong lien quan en s thuyet phuc
trong cuoc song hang ngay.
Trong khi am phan la mot qua trnh pho bien co y ngha
quan trong trong phan ln cac hoat ong phan au cua con ngi,
hoat ong nay van t nhieu mang mau sac b hiem. Co rat nhieu
cong trnh danh cho oc gia pho thong va cho cac nha nghien
cu, a co gang lam sang to nhng b hiem cua hien tng am
phan. Song nhng ngi quan tam en am phan - khong phai
vi t cach mot nghe - ma la vi t cach mot hoat ong ho thng
gap trong cuoc song - eu thay rang that kho e co the nam c
nhng tinh tuy cot loi cua hien tng nay.
am phan la g? Ban than khai niem nay cha co nh
ngha nhat quan. Joseph Burnes (1993) coi am phan la mot
cuoc thao luan gia hai hay nhieu ngi e i en mot muc
ch chung la at c thoa thuan ve nhng van e ngan cach
cac ben ma khong ben nao co u sc manh - hoac co sc manh
nhng khong muon s dung - e giai quyet nhng van e ngan
cach o. Ro rang nh ngha am phan cua Burnes coi nguyen
nhan cua am phan la xung ot va muc ch cua am phan la
giai quyet cac xung ot bang phng phap tranh s dung vu lc.
Khi noi en xung ot, ngi ta hay ngh en xung ot chnh tr
hoac vu trang (kieu nh ang dien tra Afghanistan hien nay).
Tren thc te, xung ot la mot khai niem ch s d biet ve quan
iem hay li ch gia cac ca nhan hay tap the.
Roger Fisher & Willam Ury (1991) lai nhn am phan
goc o khac, coi am phan la phng tien c ban e at c
cai ta mong muon t ngi khac. o la qua trnh giao tiep co i
co lai c thiet ke nham at c thoa thuan trong khi gia ta
va pha ben kia co nhng quyen li co the chia se va nhng
quyen li oi khang. Nh vay, theo Roger Fisher va Willam Ury,
nguyen nhan cua am phan la ong c quyen li hoi thuc va muc
ch cua am phan la chia se quyen li trong khi co nhng bat
ong.
Trong suot cuon sach nay, am phan c hieu la qua
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trnh mac ca va thuyet phuc thong qua giao tiep, trao oi thong
tin trc dien va thuyet phuc thong qua giao tiep, trao oi thong
itn trc dien hoac van ban v muc tieu li nhuan kinh te gia
cac ben co quan he mua ban vi nhau nham at c nhng
cam ket bang van ban di hnh thc hp ong da tren c s
bnh ang va t nguyen gia cac ben. Nh se trnh bay am
phan va la khoa hoc, va la nghe thuat, va la qua trnh thong
nhat cac mat oi lap, am phan la mot nganh nghien cu rat
rong. Cuon sach nay ch tap trung vao cac van e ky thuat c ban
nhat trong mot pham vi cu the: am phan thng mai quoc te.
Trong tieu e tren, thuat ng c ban la thuat ng thng mai.
Thuat ng nay ay c hieu la viec mua ban, trao oi hang
hoa gia hai ben tren c s thoa thuan mot cach bnh ang t
nguyen.
Ve c ban, hoat ong thng mai tat ca moi quoc gia
eu dien ra di hai hnh thc: mua ban noi a va mua ban quoc
te. Mua ban noi a va mua ban quoc te, ve ban chat, eu la
nhng hoat ong ma trong o ngi ban co ngha vu chuyen giao
hang hoa, dch vu cho ngi mua. Con ngi mua co ngha vu
chuyen cho ngi ban mot khoan gia tr ngang vi gia tr hang
hoa, dch vu c trao oi. Tuy vay, khac vi mua ban noi a,
mua ban quoc te la hoat ong:
(1) mua ban xuyen bien gii, ngha la, hoat ong gia cac
ben kinh doanh hang hoa va dch vu thuoc cac quoc gia khac
nhau.;
(2) mua ban co ieu tiet, co ieu chnh, ngha la, no ch c
trien khai khi co s cho phep cua chnh phu cac quoc gia hu
quan;
(3) c tien hanh theo y ch cua cac chu the am phan va

ky ket hp ong khong b rang buoc bi bat ky ben th ba
nao;
(4) c am bao bang cac phng tien thanh toan quoc te.
Nh vay, s khac nhau gia mua ban noi a va mua ban
quoc te la s khac nhau ve ieu kien hoat ong. Nhng trong bat
ky ieu kien nao, muc tieu cua nha am phan cung bat di bat
dch: o la muc tieu li nhuan. Ngi ta se khong tham gia mua
ban quoc te neu no khong tao ra li nhuan so snah mc chap
nhan c khi so vi mua ban noi a. Trong suot cuon sach nay,
cac thuat ng am phan/ am phan thng mai/ am phan
thng mai quoc te c dung thay oi va thay the cho nhau.
2. Ban chat cua qua trnh am phan

2.1. am phan la mot khoa hoc:
Trc het, am phan la mot khoa hoc, khoa hoc ve phan
tch giai quyet van e mot cach he thong, theo phng cham tm
giai phap toi u cho cac ben lien quan. Tnh phan tch nham giai
quyet van e trong am phan c the hien trong suot qua trnh
am phan t chuan b cho en ket thuc am phan. Tnh he thong
oi hoi phai co s nhat quan trong toan bo qua trnh o.
Moi quan he gia cac yeu to trong am phan co the la
moi quan he tuyen tnh:
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Trong o muc ch chi phoi cac muc tieu am phan; noi

dung chi phoi phng phap am phan va phng phap chi phoi
anh gia ket qua am phan. Nhc iem cua mo hnh am phan
tuyen tnh la tnh ap at cua cac yeu to ng trc oi vi cac yeu
to ng sau. Nhc iem nay troi buoc nha am phan trong phat
huy tnh nang ong sang tao.
Trong lch s, mo hnh am phan tuyen tnh xuat hien t
rat lau va no con pho bien en sau ai chien the gii th II, v mo
hnh nay am bao tnh nhat quan cao gia cac yeu to. Nhng
cuoc am phan thanh cong cao nhat la nhng cuoc am phan co
ket qua trung khp vi muc tieu. Trong ly thuyet, mo hnh tuyen
tnh con c goi la mo hnh muc tieu ly tnh (rational objective
model).
T thap ky 70 xuat hien mot mo hnh mi am bao tnh
nang ong, sang tao va mem deo cua nha am phan, o la mo
hnh vong tron (cyclical model):
Trong mo hnh tren, cac yeu to am phan chi phoi lan

nhau, ieu chnh lan nhau trong qua trnh am phan. Mo hnh
nay gat bo tnh cng nhac cua mo hnh tuyen tnh ni nha am
phan t nhieu phai tuan theo thanh ch va lam viec chu yeu
nh mot xng ngon vien. No tao c hoi cho nha am phan tr
thanh mot ao dien thc s e phat huy het kha nang cua mnh
va tm ra giai phap a am phan en thoa thuan. Song mo
hnh nay cung co han che cua no: o la s thieu chac chan
cua nhng quyet nh tuy hng do s can thiep cua cai toi
cua nha am phan.
Bi vay, tuy trong thc te ton tai hai mo hnh am phan,
cha nha nghien cu nao khang nh mo hnh nao hn mo hnh
nao. Co le mo hnh tuyen tnh phu hp vi phep t duy cua nhng
ngi xuat than t mot nen van hoa trong ton ti, tang bac nh
kieu van hoa Chau a. Trong am phan, no cung tao li the nh se
trnh bay rai rac cac chng sau cua cuon sach nay. Con mo
hnh vong tron thch hp vi phng phap t duy trong mot nen
van hoa trong bnh ang va cho phep con ngi t do quyet nh.
Trong am phan, no cung tao ra nhng li the nh cu van be tac
am phan theo phng cham c t nhieu cung goi la c, con
hn khong.
Vi t cach la mot khoa hoc theo ung ngha cua t nay
(khoa hoc = s quan sat, nhan biet, mieu ta, ieu tra thc nghiem
va giai thch ly thuyet ve cac hien tng), am phan lien quan
en nhieu nganh khoa hoc khac nh luat, ke toan tai chnh, phan
tch xac suat, nham giup nha am phan d bao ket qua am
phan qua viec tm ra khu vc thoa thuan (area of agreement)
trong am phan. Nhng van e nay c e cap rat chi tiet trong
cong trnh cua Howard Raiffa (1982) ve khoa hoc va nghe thuat
am phan.
18
19
2.2. am phan la mot nghe thuat:

Vi t cach la mot nghe thuat (nghe thuat = s thao tac en
mc thuan thuc ieu luyen mot so nguyen tac va phng phap
trong mot mat hoat ong nao o cua con ngi), am phan la mot
qua trnh thao tac mc nhuan nhu cac ky nang giao dch, bao
gom kha nang thuyet phuc va chap nhan s thuyet phuc, kha
nang s dung cac tieu xao am phan, s khon kheo la chon thi
gian va cach thc thc hien nhng tieu xao o.
Khac vi kha canh khoa hoc cua am phan la kha canh
mi c phat trien trong the ky XX, nghe thuat am phan co be
day lch s phat trien kha ay an, co the noi t thi tien trung co
khi cac bo lac ngi xuat hien nhu cau giao lu va trao oi hang
hoa theo phng thc hang oi hang (barter). Trong nguon t lieu
ve am phan, so lng cac cong trnh nghien cu ve nghe thuat
am phan cung chiem mot ty le ln. Trong khi e cap en am
phan vi t cach la mot nghe thuat, cac nha ly thuyet am phan
phan biet 3 (ba) phng phap am phan c ban:
2.2.1. Phng phap c phat trien ay u nhat la
phng phap ly thuyet tro chi (game theory). Phng phap ly
thuyet tro chi la phng phap ra quyet nh da tren nhng
phan tch toan hoc ve canh tranh nham la chon phng thc
hanh ong toi u cho ben tham gia tro chi. Da tren phng
phap ly thuyet tro chi, Roger Fisher & Willam Ury (1991) co
nhng nghien cu thuyet phuc ve phong cach am phan (am
phan cng, am phan mem) cho s la chon luat chi cua nha
am phan (am phan lap trng, am phan quyen li)
Theo hai ong, tro chi am phan dien ra tren hai cap o:
cap o ve chat (lien quan en cac ieu khoan can thoa thuan, v
du ve gia ca, ieu khoan thanh toan, ieu kien giao hang... ) va
cap o to chc luat chi (lien quan en phng thc am phan
noi dung cac van e). Cap o th hai cua tro chi nay c goi la
tro chi ln, tro chi cua / hoac ve mot tro chi. Moi ong thai
cua nha am phan trong tro chi vi oi phng khong ch co tac
ong giai quyet cac vd thuoc noi dung am phan ma con la bieu
hien cua s la chon luat chi theo nhng tnh toan nham tao ra
mot hieu qua toi u. ong thai o co the la s tiep tuc cua mot
luat chi cung co the la bieu hien cua s thay oi luat chi, theo
kieu tien cong, phong thu nhanh nh chp (th Ho Chu Tch),
cng nhu tuy cho, tuy luc.
Chng trnh am phan cua Harvard (Harvard Negotiation
Project) da tren c s ly thuyet tro chi, a a ra khai niem
am phan co nguyen tac (Principled Negotiation) e hng
dan s la chon luat chi cho bat ky tnh huong am phan nao,
bao gom 4 (bon) iem:
* Ve con ngi: Tach con ngi ra khoi van e, noi cach
khac khong ong nhat, nham lan gia con ngi vi van
e.
* Li ch: Tap trung vao li ch, khong vao lap trng.
* Cac phng an: a ra cac phng an khac nhau trc
khi quyet nh.
* Tieu chuan: Phai anh gia ket qua tren c s nhng tieu
ch khach quan a nh san ch khong phai tren c s
chu quan oi khi mang tnh cam tnh.
iem th nhat da tren quan iem nha am phan trc
het la mot con ngi ma con ngi th khong phai la may tnh ma
la sinh vat co ly tr manh, co cam xuc manh, co nhan thc co khi
trai ngc nhau, va co nhng kho khan trong trao oi thong tin
chnh xac va trong giao tiep.
20
21
a
Trc gi giai lao
Xuan Thuy e ngh giai lao. Nhng ong co van Nha Trang
(Henry Kissinger) con yeu cau bo trng giai thch mot cau ong
noi rang se ban rut quan cua Viet Nam neu hai ben at c thoa
thuan.
Kissinger hoi:
- Cac ong se ban vi ai?
Xuan Thuy:
- Vi ai th se lieu.
Le c Tho:
- Cha thoa thuan c vi nhau th lam sao biet ban vi ai
Kissinger:
- Toi cho rang ong bo trng con kho tnh hn toi
Xuan Thuy:
- T khi gap ong en gi, toi sinh ra kho tnh the ay. Toi
hoc cai tnh ay cua ong ay.
Kissinger:
- Ngay t ngay au tien gap ong toi a thay ong hac lam roi.
Xuan Thuy:
- Khong the au. Chnh toi c nghe cai triet ly quanh co
cua ong nen toi mi tr nen kho tnh.
Kissinger:
- Chung toi bat ng gap phai cac ong la oi phng, ch
chung toi khong la chon. Neu chung toi la chon th chung toi
la chon oi phng de tnh hn.
22
(Nguon: Cac cuoc thng lng Le c Tho- Kissinger

tai Paris, NXB Cong an Nhan dan, 1997)
A
aA
Moi con ngi mang tren lng mnh mot cai toi. Tach
con ngi ra khoi van e co ngha la tren ban am phan, cac nha
am phan phai ke vai sat canh tan cong vao van e ch khong
tan cong vao nhau.
Trong thc te ay la van e khong de thc hien, v nh
mot ong nghiep a boc bach, trong cuoc song hang ngay, khi
khong a ai o th ch can nghe tieng bc chan cua ngi ay a
kho chu! Le thng, Yeu ai yeu ca ng i, Ghet ai ghet ca
tong chi ho hang!
iem th hai c xay dng e tranh tap trung vao lap
trng ma cac ben a ra trong khi muc ch cua am phan la
giai quyet li ch cua cac ben nam sau lap trng o. Noi theo
cach ngh cua mot nha lanh ao Trung Quoc, khong nen tap
trung vao mau long cua con meo ma nen tap trung vao li ch cua
con meo co the a lai (bat c chuot).
iem th ba giai quyet kho khan cua viec tm li ch toi
u trong khi chu sc ep. Khi co mat oi phng, t ai co the tm
c tc th giai phap toi u. Noi mot cach hnhanh, nh ngi
bac sy ng ben ban mo can ay u o nghe v ch can cham tre
vao phut la con benh chet, nha am phan cung phai co san giai
phap e cu am phan nhng giay phut quyet nh.
iem c ban th t da tren tnh khoa hoc cua am phan,
v khong co nha am phan nao co quyen uy cua Chua e ch can
lay at set la nan thanh con ngi. at set la at set va co gia cua
23
at set. Th trng co mat bang gia cua no cho tng loai hang;
cac mat hang lai co nhng bieu hien tieu chuan c xac minh
bi chuyen gia; roi con nhng ton tai khach quan na nh luat
phap cua cac nc, tat ca e khong phu thuoc vao y muon chu
quan cua nha am phan. Khong nha am phan nao co the t y
mnh thay oi c thc te khach quan o. Vay, ket qua am
phan phai da tren cac tieu chuan khach quan, ch khong phai
da tren ieu cac ben muon hay khong muon.
2.2.2. Mot phng phap am phan khac la am phan
cung co li (integrative negotiating). Phng phap nay c thiet
ke nham toi a hoa li nhuan cho cac ben tham gia am phan
ma khong lam phng hai en quan he gia cac ben. e co the
ap dung c phng phap nay, cac nha am phan cua cac ben
phai nhat tr vi nhau ve muc tieu chung, khong giau giem thong
tin ve nhau va ap dung phong cach am phan nhu ao (soft style).
Ket qua thu c la cac ben tham gia am phan cung thu c li
nhuan, cung thang. Chnh v the, phng phap nay con c
goi la phng phap chien thang tren chien thang (Win/ Win
Approach).
2.2.3. oi lap vi phng phap chien thang tren chien
thang cua oi phng la phng phap am phan canh tranh
(competitive negotiating) qua mac ca cng ran, kien nh ve lap
trng. Neu phng phap chien thang tren chien thang cua
oi phng, cac oi phng xac nh c muc tieu chung th
trong am phan canh tranh cac oi phng co nhng muc tieu
khac nhau khong the chia se nhng lai phu thuoc lan nhau. Xung
ot ve quyen li gat gao, cac ben ra sc tm cach toi a hoa li
nhuan bat ke hau qua vi oi phng se ra sao. Bi vay, phng
phap am phan canh tranh con c goi la phng phap chien
thang tren that bai cua oi phng (Win/ Lose Approach).
2.3. am phan la qua trnh thoa hiep ve mat li ch va thong

nhat gia cac mat oi lap:
Thong thng, cac ben tham gia vao am phan thng mai
co li ch oi lap nhau, bi le theo hoc thuyet ve san xuat hang
hoa th moi nganh san xuat e a lai cho moi ben co lien quan
mot li ch nhat nh. o la (1) Li ch cho ngi san xuat, ay la
ieu ng nhien neu khong th hang hoa se khong c san xuat
ra. (2) Li ch cho ngi tieu dung, ay la ieu khong the thieu
c bi v neu khong co no th hang hoa cung khong the tieu thu
c. Phan con lai la gianh cho cac thanh phan khac tham gia
vao qua trnh lu thong hang hoa. Cho nen khi ma cac thanh
phan nay cang nhieu th li ch cua ngi san xuat va ngi tieu
dung cang t i, ay ch noi la t i nhng khong the t en mc b
triet tieu. Do vay cac nha san xuat, kinh doanh ch co the thc
hien viec toi a hoa li nhuan trong phan han che, hay noi cach
khac, ho tien hanh viec toi a hoa li nhuan tren c s qua lai
cac phan li nhuancua nhau. Va nh vay, hanh ong tm kiem
li nhuan cua cac nha san xuat, kinh doanh va ngi tieu dung
gay anh hng trc tiep en li ch cua nhau, ngha la neu ngi
nay c nhieu th ngi kia c t i va ngc lai. Cho rang
mot hang hoa c san xuat ra se tao cho xa hoi mot khoan li
nhuan c bieu dien la hnh qua tao. Chung ta co the bieu dien
ieu nay bang hnh ve sau:
24
25
Va nh vay, khi mot ben co gang gianh ve phan mnh mot

khoan li nhuan ln hn th ben kia buoc phai chap nhan phan
nho i va ngc lai gia s ch co hai ben tham gia vao qua trnh
nay. Neu so lng ngi tham gia ln hn th tnh hnh cang kho
khan hn.
Qua qua trnh nay, chung ta thay rang li ch cua cac ben
tham gia vao qua trnh chia se li nhuan luon la oi lap nhau.
Chiec banh li nhuan khong phai la noi cm Thach Sanh e roi
ca ba quan tng sy an mai ma khong het. Cung kho ma kiem
c mot cay an Thach Sanh trong co tch e roi khi gay len
khien oi phng ngan ng long, buong vu kh, bo cuoc tranh
gianh hn thua tren thng trng hay tren ban am phan. Tuy
nhien, cac ben tham gia am phan, neu ch quan tam en muc
ch cua mnh ma khong quan tam en li ch cua pha ben kia
th se khong co c hp ong va khi o se chang co ben nao co
c li nhuan. Nh vay, am phan ky ket hp ong, ve nguyen
tac, la mot qua trnh thoa hiep ve li ch cua cac ben hay ay la
s thong nhat gia cac mat oi lap.
Gia s A va B la hai ben tham gia vao qua trnh am
phan ky ket hp ong, va khi o ta co cac quan he va mang tnh
oi lap, va mang tnh thong nhat gia cac ben. Ta co the minh
hoa ieu nay trong mo hnh di ay.
Viec tien ti giai quyet on thoa cac quan he trong mo

hnh tren tao ra ban than qua trnh am phan nham a cac ben
i en thoa thuan va chap nhan mot khu vc hp ong co the
ap ng c muc tieu cua ca hai ben, trong o: (1) Khu vc 1,
nh trnh bay trong s o la khu vc thoa thuan ly tng, (2) Khu
vc 2 la khu vc muc ch cua A ma B phai chap nhan, (3) Khu
vc 3 la khu vc muc ch cua B ma A phai chap nhan. Chnh v
tnh chat oi hoi nhng bo lan nhau ve quyen li gia cac ben
tham gia am phan trong cac cuoc am phan noi chung va am
phan thng mai noi rieng, trong nguon t lieu ve ly luan am
phan, ngi ta thng dung thuat ng mac ca (bargaining) thay
cho thuat ng am phan.
3. Nhng e xuat nghien cu va ao tao:

am phan la mot mon hoc tai cac khoa chuyen nganh Luat,
Kinh doanh, Quan ly, S pham, Quan he Quoc te .... tai nhieu
trng ai hoc ln cua cac nc co nen giao duc tien tien tren the
gii. Trong xu the m ca nen kinh te do ang Cong San Viet
Nam khi xng va nh hng ao tao theo kp vi cuoc song
kinh te, viec nghien cu khoa hoc va nghe thuat am phan la
mot oi hoi bc thiet. Nhng nh hng c ban cua cong tac
nghien cu co the la:
(1) Nhng kinh nghiem quy bau ve am phan kinh te, chnh
tr, quan s, ngoai giao cua nhan dan ta qua cac thi ky au
tranh dng nc va gi nc;
(2) Nhng tinh hoa tr tue cua nhan loai trong khoa hoc va
nghe thuat am phan;
26
27
(3) Nhng ac thu cua phong cach am phan Viet Nam

(4) Nhng so sanh gia phong cach am phan Viet Nam va
phong cach am phan phng Tay va phong cach am phan
cua cac quoc gia khac trong khu vc, ac biet la khu vc
Chau A - Thai Bnh Dng.
e co the tang cng tri thc va ky nang am phan cua
the he ngi Viet Nam mi trong the ky XXI, can co nhng noi
dung va hnh thc ao tao mi bo sung cho qua trnh ao tao:
(1) a am phan tr thanh mot mon hoc chnh thc bac
ai hoc, nhat la cac trng ai hoc ao tao cac chuyen
nganh Luat, Ngoai ng, Kinh te va oi ngoai.
(2) Bo tuc ve tri thc va ky nang am phan cho cac can bo
hien ang cong tac tai cac nganh kinh te cua at nc thong
qua cac lp ao tao bo sung, va cac hoi thao chuyen e.
Chng II
Chuan b am phan
Cac nha ly luan ve am phan thng mai eu het sc coi
trong vai tro cua khau chuan b am phan trong am phan thng
mai. Ho cho rang cha khoa cua thanh cong trong am phan la
chuan b va len ket hoach. Tai thuyet phuc cua oi phng, kha
nang giao tiep, s nhanh nhay trong am phan va mot loat cac ky
nang c ban khac khong thay the c s chuan b, tham ch
khong bu ap noi s bat li do thieu chuan b gay ra. Ngha la,
khong co chuan b, chac chan khong co hy vong am phan thanh
cong ngay ca khi nha am phan la ngi rat thao viec. Ngc lai,
co chuan b chac chan, ch can vi mot so ky nang am phan
khiem ton, nha am phan cung co the i en nhng ket qua
chap nhan c. Qua trnh chuan b am phan can dien ra theo
mot trnh t, can co thi gian e thc hien, va can tuan thu theo
mot phng phap chuan b nhat quan.
1. Chuan b chien lc
Chien lc nguyen la mot thuat ng quan s, lien quan
en viec len ke hoach chien au cua cac tng lnh ngoai mat
tran, nhng tran a nghi binh, thoc sn, vo mat. Trong am
phan, chien lc lien quan en mot ke hoach co nh hng. No
xac nh ng hng c ban, ket hp ng hng chng vi cac
chu trng hanh ong. Chien lc, bi vay co cac muc tieu cu
the, ro rang, co quy nh tien, thoai cua cac nha ra quyet nh
trc nhng bien ong va thay oi cua tnh hnh. Chien lc
trong tay cac nha am phan v nh cay bua trong tay ngi th
moc, cay vt trong tay ngi au bong ban, ngha la chung la
cong cu e thc hien cong viec. Chien lc cang hay, ket qua
cang tot. Nh vay, chien lc co the c hieu la s tm kiem li
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29
the so sanh nhng khu vc ca hai ben eu co li the tng oi

co the i en nhng ket qua co li. Li the so sanh ch co the co
c tren c s nhng kha nang rieng (distinctive competencies),
nhng kha canh trong qua trnh am phan ma ben ta troi hn
khi so sanh vi ben oi phng. Chien lc se lam nh hng
cho mot loat cac ket qua ma trong o ket qua tot nhat se c
chon.
1.1. Chuan b t duy chien lc

Ngi ta v rang chien lc la vu ieu trong ma. Tuy
khong the tac ong g en thi tiet, ngha la khong the lam ma
tanh, nhng chien lc lai co tac ong tch cc en con ngi,
ngha la, lam cho ngi ta hoan toan t thai trong cuoc. Nh
vay, cai ma chien lc cai thien khong phai la moi trng ma la
con ngi.
Co the phan biet t duy chien lc (stragetic thinking) vi
t duy ng bien (incremental thinking). ac iem cua t duy ng
bien la mang tnh oi pho. Nha am phan, khi oi mat vi mot
van e, hoac mot tnh huong ot biet, bat ke o la mot c hoi hay
la mot e doa, se la chon mot trong so giai phap tiem tang, tnh
hn thiet va sap xep chung theo trat t cung cap li nhuan va
chon giai phap cho li nhuan cao nhat thi iem hien tai. ac
iem cua t duy chien lc la mang tnh he thong va toan dien.
Noi oi hoi nha am phan phai tnh en muc ch chung va muc
ch cu the. Nha am phan phan tch li the va han che tng
oi cua cac ben e tm ra li the canh tranh. Ket qua cua qua
trnh phan tch la mot loat cac giai phap vi nhng hau qua co
the. Giai phap c chon phai nhat quan vi muc ch va muc
tieu moi mat, trong o c ban la li nhuan.
Cha co nghien cu nao ve am phan noi t duy ng bien

va t duy chien lc phng thc nao hn han phng thc nao.
Co le ch nen noi rang moi phng thc eu hay, tuy tng ni,
tng luc, tng thi iem phu hp. Trong am phan, chang nen
giai quyet xung ot ca tnh kho chu bang t duy chien lc cung
nh khong nen lap ket hoach tong hp bang t duy ng bien.
T duy chien lc ch la phng thc t duy trong am
phan. Nha am phan thao viec biet ro khi nao nen dung t duy
chien lc, khi nao nen dung t duy ng bien. Trong khi t duy
chien lc giup tm ra nhng giai phap ln cho mot van e am
phan mot cach hp ly, t duy ng bien co the la manh at mau
me e t o nay ra nhng phat hien oc ao.
T duy chien lc, mac du mang tnh sang tao (hnh thanh
chien lc), tnh nhat quan (t hnh thanh en anh gia chien
lc), tnh tong the (thc hien chien lc), van co han che cua
no: No khien nha am phan tng mnh chu ong tnh hnh
trong khi cha han a la the. Chien lc cang tinh vi cang de gay
ao tng chien lc v nhng yeu to chien lc (stragetic factor)
thoat hien, thoat bien. Co tac gia (Paukey Ghemawat, 1991: 2)
a goi yeu to chien lc la cai bong ma chi (will o the wisp)
1.2. Chuan b thai o chien lc.

Co ba pham tru thai o chien lc trong am phan: (1)
Thai o n gian va thang tuot (Simple and Direct); (2) Thai o
thuc bach va chen ep (Press and Push); (3) Thai o hng h va xa
lanh (Cool adn Aloof)
(1) Thai o n gian va thang tuot:
La thai o noi cho nhanh, noi cho ton th gi, thai o
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31
khong giau giem, up m khi trnh bay van e hay giai phap. Thai
o thang tuot co tac dung giai giap vu kh oi phng va nhanh
chong i en ngh quyet. Ch nen ap dung thai o nay khi: (a) Ta
chang la g oi phng v a lam viec nhieu vi ho t trc, (b)
am phan ang ky be tac, sa lay nh m bong bong, g ra c
cang sm cang tot, (c) Sc ep thi gian khong cho phep keo dai
am phan, ket thuc am phan la muc tieu trc mat.
(2) Thai oc thuc bach va chen ep:
La thai o e cap manh, xuyen qua cac van e nhay
cam. e co hieu qua, viec gay sc ep va thuc bach phai am
bao tinh te, v neu pha ben kia biet c pha am phan vi ho
gay sc ep va thuc bach, ho se vap phai cam giac kho chu. Thuc
ep khong phai la mot hnh thc tra tan xau xa ma la mot c che
nham cho phep hoan thanh thoa thuan am phan. Thai o c
s dung khi: (a) Pha ta the manh hn; (b) Pha ben kia can ket
thuc nhanh;(c) Pha ta muon khoanh vung gii han am phan.
(3) Thai o h hng, xa lanh:
La thai o s dung tam ly ngc (reverse psychology) oi
vi oi phng, tranh cho oi phng cam giac h henh (winners
curse), trong khi tren thc te, ung la oi phng ang t ban
mnh. Neu ta i en thoa thuan qua nhanh, pha oi phng co
the ngh ho a b h hoac a an non. Khong nen anh thc long
tham cua oi phng hoac cam do ho leo thang. Nen co thai o
h hng, xa lanh khi: (a) Pha ben kia manh hn, (b) Pha ta ang
chu sc ep thi gian, (c) Pha ta co giai phap thay the.
1.3. Chuan b bien phap chien lc

Thai o va bien phap chien lc tuy tng tnh hnh cu the
ma co nhng hnh thc cu the. cho nay, ta dung bien phap nho
giot, a ra oi hoi tng chut mot e pha oi phng ngan

ngai. cho khac, ta dung bien phap tron goi, a ra toan bo oi
hoi cung mot luc, ma van am bao am phan thanh cong. Di
ay la mot so bien phap chien lc thng c s dung trong
am phan thng mai:
* a. Kien nhan: Ngha la, du ta co non nong en bao
nhieu, cung khong c boc lo e oi phng biet. Phai ch i,
nhat la khi oi phng cha nh hnh giai phap. Khi ta a am
phan vao nhp, ta la ngi chi phoi thoa thuan.
* b. Nn nhn: Ngha la, khong bao gi ta khc t am
phan du viec am phan keo dai le the, moi van e chiem mot
lng thi gian qua ang, roi am phan b ngat quang lien tuc.
Nn nhn la bien phap chien lc chong lai thai o gay sc ep ve
thi gian.
* c. Co bo mat lanh: Ngha la hau nh khong bieu lo
quan tam ra ben ngoai. am phan co the tien trien, co the tan
v, ieu o khong anh hng. Ta e ngh ma khong nong nhiet,
ap ng ma khong nong nan, ay cung la bien phap gay sc ep.
* d. Boc lo thai oc chia xe: Ngha la ta co quan tam, co
at mnh vao v the cua pha ben kia. ay la bien phap co tac
ong manh e pha v be tac va han gan nhng d biet. Khi at
mnh vao v the oi phng e boc lo thai o chia se, can co thai
o chan tnh nhng khong lam sang pham tru ong cam ca nhan.
Ch boc lo thai o chia se khi ta thc s muon the.
* e. Chuyen hng ot ngot: Ngha la, ta tm cach e
thoat khoi be tac, vt qua nhng tr ngai e i en ket thuc am
phan thang li. Khi am phan a i en cho ngon ng th khoa
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33
trng, nhp o th tac nghen, chuyen hng ot ngot la bien

phap chien lc theo nh cac nha ly thuyet am phan, nham
thay chuyen hai ben ban chia nhau qua tao ang at tren ban, ta
rung cay tao.
* f. Lam ong tac gia: Ngha la, giong nh cau thu bong
a tren san, ta nghi binh oi phng i ve hng nay, nhng thc
te lai anh ve hng khac. Lam ong tac gia la hanh ong ky
thuat buon ban/ thng mai ch khong phai la hanh ong la
doi. Ta lam ong tac gia trong am phan khi muon bao ve mot
iem cu the nao o trong thoa thuan.
* g. Bo ban am phan: Ngha la ta bo oi phng lai mot
mnh e am phan vi chnh ho. Bien phap nay khong han la
cc oan nh moi ngi thoat nhn, v du sao th ta cung co the
m lai am phan.
* h. Bien thanh chuyen a roi: Ngha la, mot ben am
phan n phng a ra li e doa, a van e am phan thanh
chuyen a roi, khong bao gi co the thay oi c na. V du:
mot cong ty ang gap rac roi ve tai chnh am phan vi cac chu
n, moi ben co the e doa lam thu tuc tuyen bo cong ty o pha
san - ngha la, chuyen tat ca moi quyet nh sang tay toa an.
Ngi ta ch s dung bien phap nay khi vap phai nhng van e
vo cung gay can va cung s dung no mot cach than trong.
* i. Bien phap nhat nhanh: Ngha la, cat mot chut ay,
cat mot chut kia, chang may choc ma cat het chiec banh.
mot nc ngheo nh Viet Nam, co cau thanh ng: Chao nong
hup quanh, ngha la kho sai th sai tng chut mot, roi cung het.
Mot so nha am phan cung lam theo kieu nay, ho moi tng chut
li nhuan, tng chut mot thoi, nhng khong biet bao gi dng.
* k. Khoanh vung gii han: Ngha la, ta at gii han cho

cuoc am phan va bam chac vao gii han o. ay la bien phap
chong lai thai o gay ap lc trong am phan cua oi phng
* m. Chong thu ch: Ngha la, dung ky thuat am phan
e tranh gay ra s thu ch tren ban am phan, mac du s thu
ch o co the do oi phng co tnh gay ra, cung co khi o
khong phai la ban chat cua ho. oi au khong bao gi la bien
phap tot. Phai tm kiem s hai hoa va xay dng moi quan he tot
khi ta am phan. Co ca mot cuon sach Xay dng quan he khi ta
am phan (Roger Fisher & Scott Brown (1988), d an am
phan cua ai hoc Harvard) noi ve van e nay.
2.Chuan b ve ke hoach
Vai tro cua cong tac chuan b ve ke hoach am phan la
nham: (1) Tao moi trng ra quyet nh an toan trong am phan;
(2) Chuyen trong tam chu y t cac van e chung sang cac van e
can giai quyet cu the ve quan he, xung ot, qua trnh thc hien
cac thoa thuan, (3) Tao s hieu biet lan nhau, xay dng quan he
lam an hp tac va hieu biet thay v quan he oi au. Theo cac
nha ly thuyet ve am phan thng mai, co 4 (bon) bc trong qua
trnh chuan b ke hoach am phan nh sau:
2.1. Thu nhap so lieu/ d lieu thong tin

Giao s Pankey Ghemawat, khoa Kinh doanh Thng mai
ai hoc Havad, co nhan xet hom hnh Thong tin la thc o
cap o am cua s khong chac chan. C au co s khong chac
chan, o co nhu cau giam no bang cach thu lm thong tin
(Ghemawat, 1991: 109). Trc moi cuoc am phan, pha trc
cac nha am phan la mot moi trng khong chac chan cho s
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35
quyet nh. Nhu cau thu lm thong tin v the la ng nhien.
2.1.1. Thu thap thong tin nhan s va s to chc

Trc het, phai ieu tra ky lng ve con ngi hay phai
oan ma ta se gap tren ban am phan cung nh cong ty ma ta se
lam an/ buon ban vi ho. Ta phai nam that ro, cang ro cang tot,
ve hoat ong kinh doanh/ lam an cua ho, nhu cau tam ly cua ho,
cach ngh, cach phan ng, chien lc, sach lc, thu tuc am
phan cua ho. Vi nhng so lieu nay, to cinh bc ti b cua
cuoc am phan.
Phng phap n gian nhat cua nghien cu ve mot cong
ty khac, lch s cua no trong qua kh va chnh sach hien tai cua
no va ve cac nha am phan cua cong ty o la nghien cu qua cac
t lieu xuat ban. Ta co the thu c mot bc tranh tong the ve
hoat ong kinh doanh cua cong ty qua nghien cu cac bao cao
nam, cac thong tin bao ch, cac quang cao trong tai lieu ang ky
quoc gia hoac a phng, cac bao cao cua cac nha phan tch
au t kinh doanh von, cac ho s cong ty cua chnh phu, cac
hng dan ve th trng chng khoan, cac tap nghien cu lu
hanh noi bo, cac thong tin ve tn dung cong ty va cac bao cao ve
cac tranh chap tn dung va tai san.
Thong tin ve cac ca nhan ta se gap qua ban am phan co
the lay t cac tieu s (Neu la nha am phan My, co the tm thay
tieu s cua ho trong cac an pham cap nhat hang nam cua Moodys,
Standard and Poors, Dun & Bradstreet hoac danh ba danh nhan,
co cac th vien nh th vien Quoc hoi My, th vien cac trng
ai hoc ln.) cac nc nh nc ta, viec lay thong tin kho hn,
nhng cung khong phai la khong lay c qua tieu s hoat ong
kinh doanh, buon ban cua chnh anh ta vi cac ban hang khac
ma anh ta co quan he. Ben canh thong tin tieu s nha am phan,
con co the quan tam en cac phat bieu, cac bai bao lieu quan
en cac nha am phan o.
Cac nguon thong tin ay u va chi tiet hn co the en vi
ta qua gap g, phong van cac ben se am phan vi ta ve tnh
hnh tranh chap, giai quyet xung ot cua cong ty, ac biet la gap
g, phong van vi cac ben a tng lam viec khong thanh cong
vi cong ty ma ta se am phan hoac vi nhng ben co t nhieu
quan he kinh doanh vi cong ty o. e thu lm thong tin ve cac
ca nhan ma ta am phan ma khong da vao cac tai lieu a xuat
ban, ta cung co the lam nh a noi oan tren, khi e cap ve
thong tin tieu s cua nha am phan, ngha la noi chuyen vi ban
hoc cu, ngi quen, ban be, ong nghiep cu cua anh ta, cac
thanh vien cau lac bo, hoi nganh nghe, cong oan ma anh ta
tham gia.
Trong mot so trng hp nhay cam, ta co the m mot
cuoc ieu tra rieng lien quan en a v xa hoi trong cong ty cua
nha am phan, quyen han va pham vi ra quyet nh, cac thu
thuat am phan, iem manh, iem yeu, nhu cau tnh cam, tn
ngng, tham ch ca ch so thong minh cua anh ta. oi khi ta con
can tm hieu ky them ve tnh cach, giong noi, nhng net rieng t,
s thch cua anh ta. Tat ca nhng thong tin tren cong lai se giup
nha am phan oan trc phong cach, t duy va phan ng cua
ngi mnh se gap qua ban am phan.
ieu tra ca nhan la mot van e te nh. Trong khi ieu tra
khong nen thai qua e cac van e chuyen y ngha t kinh te sang
ao ly hoac phap ly theo kieu s dung tnh bao cong nghiep,
ngha la thue han mot tay trong (insider) ang song va lam viec
trong mot n v kinh te hoac cong ty e lay thong tin noi bo cua
cong ty va nhng ly do khien cong ty o tham gia am phan.
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37
Theo con so cong bo, hang nam cac cong ty My chi khoang 800
(tam tram) trieu ola cho viec nay.
2.1.2. Thu thap thong tin cho am phan thng mai quoc te.
Thu thap thong tin cho am phan thng mai quoc te
mang tnh phc tap va kho khan hn so vi thu thap thong tin
phuc vu cho mua ban noi a. V ngoai nhng thong tin trnh bay
trong muc 2.1.1 tren, o con la cac thong tin ve: (1) ieu kien
a ly, dan so va sc mua cua th trng ch xa cach ta co khi
na vong trai at, ni co cac yeu to van hoa (nh phong tuc, tap
quan, thoi quen tieu dung) hoan toan khac han ta; (2) Kha nang
canh tranh cua hang ta trc nhng mat hang cung loai do cac
nganh kinh doanh ban x va cac thanh vien chu yeu cua th
trng ch cung cap; (3) C s ha tang bao gom cac dk ve giao
thong van tai, thong tin lien lac, hoat ong tn dung va ngan
hang; (4) Chnh phu va s can thiep cua chnh phu qua:
(a) Nhng oi hoi ve giay phep: (Trong ieu kien Viet
Nam, muon lam xuat nhap khau phai co t nhat 3 (ba) giay
phep khac nhau cua Bo Thng mai (1) giay phep chung cho
phep kinh doanh xuat nhap khau; (2) ke hoach xuat hay nhap
khau phai c chap thuan trc khi cong ty co the am phan
vi ban hang hay cong ty cung ng nc ngoai; (3) sau khi
thoa thuan xong ve hp ong xuat nhap khau, co khi con can
them giay phep cho moi t giao hang)
(b) Thue quan xuat nhap khau (Nha kinh te hoc David
Begg (1993) a co lan than rang trong the gii kinh doanh co
hai ieu chac chan, o la thue cua Nha nc va cai chet.
Nhng noi trong hai ieu ay cung khong ai biet mnh se chet
vao luc nao va luc nao mc thue cua Nha nc se len xuong ra
sao. Vay chap nhan nghe kinh doanh thng mai la ta chap
nhan i vao mot the gii ni khong co g la chac chan. Viet

Nam nhng nam au thap ky 90, bieu thue suat bien thien t
0% en 150% vi 28 mc thue suat khac nhau vi mc thap
nhat cho thiet b c ban, tang dan cho hang tieu dung va cao
nhat oi vi hang xa x. en thang 5/1992 va thang 1/1993
bieu thue sa oi con 21 mc thue suat dao ong t 0% en
150% nh trc ay. en thang 1/1994 lai co nhng thay oi bo
thue anh vao xang dau, phan bon thay bang phu ph kinh
doanh, ha mc thue anh vao xi mang va clinker nhng tang
mc thue oi vi linh kien SKD/ CKD, xe may hai banh va bon
banh, may moc phu tung cu, thc pham va my pham.)
(c) Quota (Han ngach): (Quota la nhng ieu khoan qui
nh ro gii han khoi lng hang hoa xuat nhap khau. Co 3 (ba)
loai quota: (1) Cam nhap (quota so khong) ap dung cho cam van
hoac han che vo ieu kien khoi lng nhap khau (2) Quota thue
quan, cho phep nhap khau vi so lng qui nh va (3) Quota t
nguyen, c hieu nh nhng han che xuat khau t giac).
(d) Nhng loai thue phu (Mot so chnh phu thu them mot
so loai thue phu nh thue mon bai, thue bien gii...)
(e) Nhng hoat ong yem tr cua Chnh phu: (Mot so
chnh phu tr cap trc tiep ve tn dung cho cac hang kinh doanh
nham khuyen khch mot so hoat ong kinh doanh cu the nao o.
My, co nhng to chc nh Ngan hang Xuat- Nhap khau, Hiep
hoi tn dung hang hoa, Hang phat trien Quoc te la nhng to chc
thng tr cap tn dung cho cac hang xuat khau).
Tom lai, gia tr cua toan bo bc nay (nh a trnh bay
trong 2.1.1 va 2.1.2) la no giup nha am phan hieu ro hn ve boi
canh ma anh ta sap bc vao va con ngi ma anh ta sap lam
viec cung. V ly do o, bc chuan b nay con c goi la bc
nhan thc.
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39
2.2. a ra gia thiet:

Sau khi a tap hp c cac so lieu va d lieu thong tin,
nha am phan phai lam mot cong viec tiep theo la ly giai so lieu
va d lieu a co. Bc nay co the c tien hanh vi s tham gia
cua ngi khac e nha am phan cung chia se vi ho nhng gia
thiet va nhan thc.
Viec chia se cac gia thiet nhan thc vi ngi khac co
nhng li the. Th nhat, no giup nha am phan lam ro oi vi
ban than mnh va ngi cong s ve ly do tai sao anh ta lai i en
nhng gia thiet nh vay. Th hai, no cho phep nha am phan
nhan ro gia tr kha dung (validity) cua nhng gia thiet a a ra
va giup tranh nhng xung ot khong ang co tren ban am phan
do nhng gia thiet sai ve oi phng cha c ieu chnh lai.
Kiem tra gia thiet la mot trong nhng cach nhanh nhat e giai
quyet xung ot.
Khi a ra gia thiet, can phai phan biet gia gia thiet va
nhan nh, anh gia. Nhng gia thiet ma ta mang vao phong
am phan thng la nhng nhan nh cu the ve nhng hanh vi
cu the nham lam ro nhng ong c nam sau nhng hanh vi o va
e hieu v sao nhng s kien nhat h nao o a xay ra. No la mot
bc quan trong trong qua trnh tm hiem moi quan he nhan qua.
Trong khi o, nhng nhan nh anh gia thng la nhng nhan
nh bao quat, thau suot vi ham y nh mot nh ly ve mot con
ngi, no mang tnh bat bien. Nhng nhan nh nh vay thng
ay ngi b nhan xet ve pha phan ng tieu cc chong lai ta va
ay ta vao the v khong nang ong. Chung khong tot cho qua
trnh giao tiep am phan.
2.3. Xay dng cac muc tieu am phan

Sau khi thu thap thong tin va a ra cac gia thiet, bc
quan trong nhat trong qua trnh chuan b ke hoach am phan la
xay dng cac muc tieu am phan, v neu bc vao am phan
khong co muc tieu cu the, rat de bien phien am phan thanh mot
cuoc noi chuyen phiem. Di ay la nhng li the cua viec xay
dng muc tieu am phan:
Xay dng cac muc tieu am phan buoc nha am phan
phai tnh trc mnh can g, tai sao can va phai bo ra cai
g e oi lai cai mnh can. Xay dng cac muc tieu cung
giup nha am phan trong viec quyet nh cac thoa hiep,
cac nhng bo trong qua trnh am phan.
Xay dng ca muc tieu am phan giup ngan chan ky ket
nhng thoa thuan bat can, gay thiet hai.
Mot he thong cac muc tieu c chuan b can than giup
tranh nhng luong cuong trong am phan, khong e cho
oi phng li dung nhng luong cuong, nham lan co the
xay ra.
am phan tren mot khung muc tieu cu the giup tiet kiem
thi gian am phan, nhanh chong i en thoa thuan. Phan
ln nhng ngat quang trong qua trnh am phan eu co ly
do thieu chuan b.
Quan trong hn ca, nhng chuan b ve muc tieu am
phan giup nha am phan co li the trong qua trnh am
phan. oi phng se biet ieu hn khi nha am phan co
kha nang lam cho oi phng y thc c nhng nhu cau
va mong muon cua anh ta. That ma mai, toan bo muc
ch cua qua trnh am phan la ap ng nhng nhu cau
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41
ca nhan va to chc. Neu ta khong tuyen bo ta oi hoi cai

g th lam sao ta co the mong muon nhng oi hoi cua ta
c ap ng. Ch noi vi ngi khac la ta muon ho cai
g ma khong noi en nhng oi hoi cua ta co the lam cho
ngi khac kho hieu noi ta. (Lewicky: 1993)
Nhng oi hoi cu the o la cai g trong am phan thng
mai? Moi cuoc am phan se co mot loat cac ieu khoan can c
bao ham trong khi xay dng muc tieu. Nhng nhn chung, khi
xay dng muc tieu can xem xet nhng chu e sau:
1. Len gia ch
Gia ch la gia ta se tra cho cai ta oi hoi trong am phan.
ay la mc gia hp ly theo tnh toan cua ta e oi lai cai ta nhan
c neu am phan i en thoa thuan c ky ket va thc hien.
Lu y: thuat ng gia ay c dung vi ngha pho quat cua no
e ai dien cho gia tr cua cai ang c trao oi. Co nhieu cuoc
am phan khong lay n v thanh toan tien te.
Gia ch la gia ta se tra cho cai ta oi hoi trong am phan.
ay la mc gia hp ly theo tnh toan cua ta e oi lai cai ta nhan
c neu am phan i en thoa thuan c ky ket va thc hien.
Lu y: thuat ng gia ay c dung vi ngha pho quat cua no
e ai dien cho gia tr cua cai ang c trao oi. Co nhieu cuoc
am phan khong lay n v thanh toan tien te.
2. Xac nh pham vi am phan
Pham vi ay co the hieu la gii han toi thieu ve li nhuan
va ta co the chap nhan trong khi xem xet cac e ngh cua oi
phng. Cac nha ly thuyet am phan hay dung thuat ng ng
chan tng (bottom line) e ch khai niem nay. Khi ta a rut
xuong ng chan tng, ta khong con cho e rut xuong na;
ch con ng cho ta rut ra khoi cuoc am phan. Song song vi

ng chan tng, ta cung tnh en ng kch tran ngha la
ng han che ma neu ta vt qua th oi phng co the se rut ra
khoi cuoc am phan. Khoang bien ong gia ng chan tng
va ng kch tran chnh la pham vi am phan trong mot van e.
Pham vi am phan con co the bao ham nhieu van e va cac van
e co the lien quan vi nhau. Trong trng hp nay, ta coi toan
bo cac van e la mot he thong van e co quan he tng tac vi
nhau trong mot tong the. S bu tr cheo gia chung ch co y ngha
bo phan. Ve tong the, chung van phai am bao mc li nhuan
cua ta t mc chan tng len mc kch tran.
3. Quyet nh nhng nhng bo:
o la quyet nh ve nhng bc lui quyen li ma ta se phai
chap nhan trong am phan e i en thoa thuan.
4. Neu co the, quyet nh cai ta phai tha ra
e oi lay nhng nhng bo cua pha ben kia, cai ta tha
ra (give aways) khong phai la nhng nhng bo theo quan iem
cua nhieu nha ly thuyet am phan. Thong thng ta ch co the
anh gia gia tr e oi lay gia tr, nhng oi khi ta co the khong
mat g hoac mat rat t e at c cai g ta oi hoi. ieu nay thoat
nhn co ve khong thc te, nhng neu ta tnh en vai tro cua cac
toi (the ego) trong am phan th no lai la mot van e thc te. Co
ve that ra chang co gia tr g oi vi ta th lai co gia tr ln oi vi
ngi khac. Trong am phan thng mai, ieu nay lien quan en
viec tranh nhn nhan gia tr cua mot chi tiet nao o theo quan
iem cua rieng ta va viec tm ra gia tr (co the la cao hn cua chi
tiet o) oi vi pha ben kia. Lai con mot so chi tiet ma tren thc
te chung khong c anh gia tren bat ky c s nao ngoai c s
cam tnh. Tat ca cac hang xa x dung cho ngi tieu dung e
trang tr cac van phong ai dien, tru s cua cong ty eu c ban
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43
n thuan tren c s hap dan cam tnh. Trong am phan thng

mai, se co nhng mat hang tao ra c s hap dan cam tnh, ta
phai biet khai thac sc hap dan o va co khi ch tren c s o
thoi, ta co the nang cao v the am phan cua mnh.
Nh vay, ta co the anh oi mot cai tha ra (hieu nh mot
bc lui gia tao, di hnh thc mot nhng bo vo hai) e lay mot
nhng bo thc s gia tr. Trong nguon t lieu nghien cu ve khoa
hoc va nghe thuat am phan thng mai, bc lui gia tao nay
c goi la phep oi nc bot lay bac nen (slush for silver).
5. Neu khuon kho han che ve thi gian
o la s tru tnh trc lng thi gian can thiet e i en
thoa thuan va cung la s tru tnh trc han che ve thi gian ma
pha ben kia co the neu ra.
6. nh v cac tac ong anh hng t ben ngoai
oi vi qua trnh am phan, cac nha bang, cac c quan
chnh phu, cac to chc cong oan la mot vai v du ve cac to
chc ben ngoai co the quan tam en qua trnh va ket qua cua
cuoc am phan ma ho khong trc tiep tham gia.
7. Nhan biet nhng ong thai cua tac gia
Co nhng ong tac gia ma oi phng co the tung ra va ta
phai len ke hoach lam the nao e vt qua nhng tr ngai o.
8. Tnh en giai phap thao g
o la nhng giai phap ta co the a ra neu cuoc am phan
khong i en dt khoat (V du nh ta co phng an hai nao chang
e boc ng e ngh cua ta?.)
9. Lap danh sach nhan s tham gia am phan
(Chu e nay se c trnh bay ky lng di ay nh mot

bc chuan b quan trong). Danh sach tnh en khong ch cac
oan vien cua phai oan ma ca cac co van, v du cac ke toan,
luat s cung i e tham khao y kien t van ve cac van e cu the,
cac tr l, v du cac th k, phien dch vien
10. Quyet nh cac giai phap thay the neu am phan khong
thanh cong
ng nhien khong phai cuoc am phan nao cung oi hoi
phai bao quat 10 (mi) chu e tren trong khi xay dng muc tieu
am phan. Tuy nhien, viec chuan b k se giup ta khong bao gi
nham lan ,boi roi hoac h henh trong am phan.Suy cho cung,
e phong bat ng bao gi cung la phng an an toan,t nhat
cung la an toan trong chuan b e roi i en ket qua am phan
mot cach chua chat.
2.4 .Chuan b nhan s va a iem am phan

2.4.1.Cac tieu ch tuyen chon nhan s
a.Tieu ch chuyen mon :
Phng cham la am phan ve lnh vc chuyen mon nao th
can chuyen gia thuoc lnh vc chuyen mon ay. Them vao o,
phan ln cac cuoc am phan oi hoi cac kien thc va k nang
chuyen mon ve luat, ke toan va van ban. Thong thng, ngi ta
han che qua trnh chon nhan s theo nhng chc nang c coi
la hang au trong am bao thanh cong cua am phan. Ngi ta
cung mi mot so chuyen gia e tham gia vao mot so cong oan
trong qua trnh am phan khi can, e tranh thanh lap nhng
oan am phan trong o co nhng thanh vien chu trach nhiem
trong pham vi hep.
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b.Tieu ch tnh cach

ay la tieu ch quan trong th hai sau tieu ch chuyen mon
nhng lai hay b xem nhe, tham ch mot ngi nao o c coi la
co tnh kh rat kho chu nhng lai van c chon v l do chuyen
mon. Mot cach la chon nh the a bo qua mot s that la: am
phan mot qua trnh hng vao con ngi, la cuoc thao luan chia
se quyen li ch khong phai la mot cuoc hop chuyen mon. Chon
sai ngi nhieu khi gay ra nhng thiet hai khong ang phai chu.
V vay, hay chon nhng ngi biet ng x nhay ben, khon kheo,
biet luc nao phat bieu, luc nao ngoi nghe. Het sc tranh nhng
ong ba to mom, nh kien ca nhan, nhng ngi t co kha nang
phat hien, khai thac li the cht hien, cht mat trong qua trnh
am phan. e tan dung kha nang chuyen mon cua nhng chuyen
gia co tnh cach khong phu hp vi oi hoi ve tnh cach nha am
phan thng mai, ta co the xin t van chuyen mon cua ho trong
qua trnh chuan b am phan hoac ngay ca trong khi am phan,
tham ch ca sau khi am phan a ket thuc.
c. Tieu ch to chc:
Tieu ch c cau to chc la tieu ch khong tranh khoi khi
chon nhan s cho am phan, nhat la cac n v ln phong
ban chc nang ni ket qua am phan co the co nhng tac ong
nhat nh. ng nhien nhng phong ban co quan he trc tiep
ti ket qua am phan can co mot hoac hai thanh vien tham gia
oan am phan.
Tuy nhien, quan tam en am phan co the con la nhng
ban nhom noi la e bao ve quyen li cua ho trong am phan
nhng thc chat ho muon tham gia am phan n thuan ch v
ganh ua hoac bc boi v ho khong c tnh en trong danh
sach phai oan. ay la van e te nh. Ta hay quan tam en ngi
bat en xanh cua ho trong c cau lanh ao cua n v. Song cung

can lu y rang ta len ke hoach cho mot phien am phan ch
khong phai cho mot cuoc tap hop quan chung cac phe phai.
d. Tieu ch chien lc:
Mot phai oan ln cac tac ong tam ly oi vi oi phng
nh mot s bieu dng sc manh. e oi pho, oi phng cung
bieu dng lai bang mot phai oan cac chuyen gia cua ho. Vay
van e la mot phai oan tam c the nao la hp ly. Neu oi
phng la pha ta co the am phan de hn vi nhng phai oan
nho, hoac nho na, tren c s mot- mot, th rat khong nen thanh
lap mot phai oan ln.
Cuoi cung, co nhng cuoc am phan do ban chat cua van
e am phan, oi hoi tnh bao mat. Trong tnh huong nay, ta
phai co gang giam so lng oan ti mc thap nhat.
e. Tieu ch ch tieu
Tieu ch nay c ap dung khi cac ben co thoa thuan trc
ve so lng thanh vien cua moi oan. e co li the, ta tnh se gap
ai qua ban am phan e tren c s o ta chon thanh vien cua
oan mnh. Ngoai van e ch tieu, cac van e khac nh c s hau
can tai a iem am phan hoac khoang cach cung la mot van
e anh hng en so lng oan vien cua phai oan.
2.4.2. Nhng tieu ch e chon trng oan:

Trng oan la nha lanh ao oan am phan. Trng oan
la ngi co tnh cach manh ho tr cho thanh cong cua oan am
phan. o la:
Kha nang ra quyet nh ung an trong ieu kien

cang thang
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47
Kha nang thau gop cac quan iem dan trai thanh
mot tap hp
Kh chat nen na
Tnh nang ong e oi pho kp thi vi tnh hnh
Co tai lam cho ngi khac tin tng vao mnh
Co tai phan biet that, gia
Them vao o, trng oan phai la ngi chiem c long
tin hoan toan cua cap tren, c cap tren uy quyen hay thay mat
mnh phat bieu tren ban am phan vi oi phng. Xet theo
quan iem tnh cach nhn nhan t oi phng, cung nen chon
mot trng oan co tnh cach cho phep giao tiep tot oi vi pha
ben kia.
2.4.3. a iem cho am phan:

Co ly luan cho rang cac loai ong vat co kha nang t bao
ve cao nhat khi chung hoat ong tren vung lanh tho cua chung.
Con ngi cung la loai ong vat song theo phan vung lanh tho va
cung co nhng kha nang tng t tren vung lanh tho cua mnh. V
vay, a iem am phan tot nhat oi vi nha am phan la nhng
ni anh ta cam thay gan gui va quen thuoc, e co the an ngu eu
an, thao lc thoai mai, tm nguon chuyen gia de dang va tham
khao y kien cua cap tren thng xuyen.
Trai lai, khi b oi ni lam viec, con ngi se chu tac
ong xau ve the chat va tinh than, do nhng thay oi ot ngot
trong thoi quen. Tham ch, viec i nha tam cung tr thanh van e
khi ta en cho ngi la. Hay ch viec i en ni qui nh cung
lam ta mat nhieu nang lng the chat va than kinh.

Tuy vay, am phan mot a iem khac ni lam viec
hang ngay cung tao cho nha am phan nhng thoai mai rieng.
o la c hoi e mat thay, tai nghe, oi khi la c hoi du lch nho
nhoi trong nhng ngay ngh cuoi tuan hay gia cac phien hop.
Trong luc gay can, co the t choi tra li v ly do khong mang theo
tai lieu ay u.
am phan la mot cong viec nang nhoc. Khi am phan
ni xa, nha am phan can en trc phien hop t nhat la 24 (hai
mi bon) gi e co thi gian lay lai sc.
2.5. T anh gia mnh va oi phng

Co nhan co cau: Biet mnh la minh, biet ngi la thong,
biet mnh, biet ngi la cng. Cau noi nay that co y ngha trong
chuan b am phan.
2.5.1. T tm hieu ke hoach tro chi cua oi phng:

Tren thc te, thoa thuan la ieu de at c neu cac ben
eu lat nga con bai cua mnh, va co le phan ln cac cuoc am
phan eu khong phc tap lam, v thng cac ben tham gia am
phan chap nhan phng thc tro chi nay. Tuy nhien, van con co
ai o noi ho muon the nay, the kia, nhng thc te khong han la
nh vay. Trong giao dch gia ngi ban/ ngi mua, co nhng
yeu to be mat lam anh hng en am phan. Bi vay, trc khi
am phan, can co s phan tch ky lng nhng ke hoach tro chi
cua oi phng.
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49
Mot v du
Cong ty A ang am phan e ban cac mat hang cho cong
ty B, la mot khach hang quen. Nha am phan cua cong ty A rat
ngac nhien khi thay cong ty B e ngh mot mc gia qua thap so
vi thng le nhng cuoc am phan trc. Va mac du a chan
thanh e ngh ben B xem xet lai, ai dien cua cong ty B khong rut
lai e ngh giam gia. am phan b tan v v ban vi gia cong ty
B oi hoi th ben A khong thu c li nhuan g het.
Cong ty A sau nay mi phat hien ra rang cong ty B a co
n at hang thay the cong ty X cho mat hang cung chung loai
co chat lng kem hn nhng ung theo mc gia ma cong ty B
a b cong ty A khc t. Cong ty A cung phat hien cong ty X cho
cong ty B nhng ieu kien thanh toan u ai, ieu ma cong ty A
khong biet tai thi iem am phan. Ma ieu nay cong ty A co the
biet neu nghien cu mot chut- la cong ty B ang gap kho khan ve
tai chnh. Bi vay, cong ty B muon tm ngi cung cap vi chi ph
thap hn va cac ieu khoan thanh toan de dai hn.
Cong ty A hoan toan co kha nang ky mot hp ong tng
t vi cong ty B bang viec thay the mat hang truyen thong bang
mat hang chat lng thap hn, nhng gia re hn. nhng cong ty
A a bo l c hoi v khong biet c kho khan tai chnh cua cong
ty B ma ch biet ket toi cong ty B li dung quan he lam an san co
gia hai ben e a ra nhng oi hoi bat hp ly
A
a
V du nay cho thay, nay ca khi cac ben ang co quan he
lam an vi nhau, trc khi am phan vi nhau van can co nghien

cu ve nhng thay oi cua pha ben kia, van can co nhng phan
tch ve nhng thay oi o e tm ra ke hoach tro chi cua ho.

Khong nen y lai vao nhng gia thiet cu e bc vao cuoc am
phan mi.
Mot phng phap khac e phat hien ke hoach tro chi
cua oi phng, ngoai viec thu lm va phan tch thong tin ve
ho: ho mua san pham cua ta v gia, v chat lng, v ieu kien
thanh toan, ieu kien giao hang hay v cac yeu to khac. Nam
c cach nhn cua oi phng la quan trong v no se giup tang
cng li the cua cac nha am phan khi am phan cac ieu
khoan cu the cua thoa thuan.
2.5.2. So sanh muc tieu cua ta va oi phng:

Khi bc vao am phan, moi ben eu mang theo muc
ch va nhng muc tieu cu the. Trong trng hp c ban nhat,
ben ban bao gi cung ban vi gia cao nhat, ben mua bao gi
cung muon mua vi ga thap nhat so vi gia tr cua hang hoa.
Ngay trong trng hp c ban nay a co s khac biet gia cac
ben. V vay trong chuan b am phan, viec so sanh muc tieu cua
cac ben la mot oi hoi tat yeu.
ng nhien, trong thc te, viec tm hieu muc tieu cua
oi phng khong ch c thc hien trong qua trnh thu lm
thong tin ve oi phng. Trong nhieu trng hp, ta khong the
xac nh c toan bo muc tieu cua oi phng trc khi am
phan bat au. Ngha la co mot so muc tieu cua oi phng ch
hien len trong ban than qua trnh am phan. Tham ch mot so
muc tieu ma trong suot qua trnh am phan ta cung khong phat
hien ra.
Mac du vay, cang phat hien ra nhieu muc tieu cua oi
phng cang tao ra nhieu li the e i en thoa thuan/ ky ket hp
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51
ong. Sau khi co cac ieu kien, ta tm cach giai bai toan so cho
co ap so tch cc. Ta liet ke cac muc tieu chnh yeu va th yeu,
d tnh nhng nhng bo co the va cac ieu khoan mong muon
cua cac ben. Tren c s o, ta tm cac yeu to chung ve quyen li
cho cac ben. Nhng yeu to nay toa thanh khu vc tiem nang cho
cac thoa thuan co the at c.
2.5.3. Tm hieu cac muc tieu giau kn

Nh a trnh bay muc 2.5.2., co nhng muc tieu cua
oi phng khong bao gi c boc lo. Nhng muc tieu nay oi
khi ch lien quan en pha oi phng ma khong lam tr ngai
en qua trnh va ket qua am phan.
Tuy nhien, khong phai luc nao cac muc tieu giau kn cung
la chuyen vo hai. V du, mot n v kinh doanh nao o ong y
giao hang cho ta vi mot gia rat ha. ng nhien, mua c hang
vi gia thap la ieu thuan li cho ta tai thi iem ky ket. Nhng
co the ta gap kho khan sau nay, v du, hang khong c giao
ung han, hang khong at pham chat, doanh nghiep o co the
pha san trc khi giao hang.
Tm hieu cac muc tieu giau kn khong phai la chuyen n
gian. V the, e co the phat hien c cac muc tieu nay, ngoai
viec ieu tra, nghien cu, thu thap thong tin, nha am phan oi
khi con phai dung en o nhay cam cua mnh e phat hien co
mot cai g o khong on trong cach tiep can van e cua mnh va
cua oi phng va x ly kp thi.
2.5.4. Tm hieu quyen han cua oi phng

Co nhng cuoc am phan tng nh a i en ket qua
bong nhien tr thanh mot phien hop tru b khi oi phng tuyen
bo se xin y kien chap thuan cua cap tren cua ho. e tranh nhng
chuyen nh vay, phai tm hieu quyen han cua oi phng, lieu
anh ta co phai la ngi quyet nh cuoi cung tren ban am phan
hay khong.
Co nhng nha am phan co u quyen quyet nh nhng
ho van bao lu quyen xin y kien cap tren, e roi, trc mot thoa
thuan at c, ho co the sa oi theo hng co li cho ho. Xep
cua toi khong chap nhan e ngh nay, nhng neu cac ngai nang
len (hoac giam xuong) mot chut th toi am bao ta van duy tr
c thoa thuan la tuyen bo thng thay khi gap phai cac nha
am phan kieu nay.
2.5.5. Chuan b e xuat giai phap

Mot so kieu giao dch thng mai yeu cau phai co van
ban tru b lam c s cho am phan. Tam quan trong cua van ban
tru b ln en mc nhieu khi no quyet nh co nen tien hanh am
phan na hay khong. Noi dung chnh cua van ban tru b bao
gom cac e xuat, giai phap. No phai thoa man yeu cau sau:
a. Tnh chnh xac ve lap luan va so lieu
b. Tnh ay u nhng ngan gon
c. Tnh thuyet phuc
d. Tnh thc te
e. Tnh sang tao
f.
Tnh nhat quan gia lap luan va con so
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53
g. Tnh phong phu ve so lieu

h. Tnh phu hp gia noi dung va phong cach
trnh bay
i.
Tnh de hieu oi vi ngi oc.
Chng III
Cac ky thuat can ban trong

am phan thng mai
1. Ky thuat am phan gia
Trong qua trnh am phan, am phan gia thoat nhn tng
la cong oan ma cac ben to ra that tha vi nhau. Ta tng tng
mot qua trnh mot ben neu mc gia, ben kia chap nhan hoac e
ngh ieu chnh len hoac xuong roi hai ben i en hp ong ky
ket, tien trao, chao muc. Nhng tren thc te, viec nh gia mot
san pham trao oi tren th trng ung la mot tro chi, theo
ung nh nh ngha cua cac nha ly thuyet tro chi, v gia cua
mot san pham khong ch c quyet nh bi mot ben cung cap
hoac tiep nhan va la bi t nhat ba yeu to: (1) Nha san xuat/ kinh
doanh (2) Khach hang va (3) Cac nha canh tranh.
Khac vi ly thuyet tro chi ma chung ta tng biet the hien
trong the thao, hoc van, nhng tro chi cho tong dng (positive
sum), tro chi nh gia la tro chi cho tong am (negative sum).
Nhng tro chi cho tong dng la nhng tro chi ket thuc vi ket
qua sinh li cho ngi tham gia. Do vay, qua trnh tham gia tro
chi cang keo dai, cang cang thang th phan thng gianh cho
ngi chi cang ln. Qui mo cua tro chi cung la mot yeu to
quyet nh tam c cua phan thng. Ke chien thang tm c
vinh quang va li nhuan, ke thua cuoc rut c kinh nghiem moi
mat cho ban than sau khi tham gia cuoc chi. Va khong co ai
cam thay hoi tiec la a tham gia cuoc chi, ieu nay giai thch tai
sao ngi ta lai khong co thai o tch cc oi vi tro chi kieu nay
trong giai tr (the thao) nh bong a, trong hoc ng nh thi hoc
sinh gioi cap thanh pho hay thi Olympic Quoc gia, trong kinh
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55
doanh c dch vu nh cac hoi tr trien lam quoc gia hay khu
vc. Cac thanh vien cua cuoc chi e vao cuoc theo tinh than
khong thanh cong cung thanh nhan.
Ngc lai, viec b hap dan vao nhng tro chi cho tong
am (negative sum games) se dan en nhng ket qua tieu cc.
Nhng ngi tham gia trong cuoc chi tm cach ha sat, trng
phat nhau. Trong cuoc song hang ngay, so co the la mot ca
nhan noi xau, che bai sau lng ngi khac. Trong cuoc song kinh
te chnh tr xa hoi rong ln, o co the la chien tranh quan s,
chien tranh gia ca, cam van kinh te. Tat ca la nhng tro chi cho
tong am, no ha thap t cach cua ke noi xau trong con mat ngi
khac; no bao mon sc manh kinh te cua ke sat phat va ngi b
sat phat. Nhng tro chi kieu nay, neu keo dai, th tham ch ke
thang cuoc cung khong chu c thu thiet. Chi ph cho ngi
chi hoan toan khong tnh toan theo nguyen tac cua lng tri hay
li nhuan kinh te.
Mot thc te cua am phan thng mai la nhieu khi nha
am phan tuy rat y thc ve hau qua cua tro chi tong am, nhng
van b ay va tro chi ay. Trong nhng hoan canh ay, cu canh
cua nha am phan khong giong nh cu canh cua nha ch huy
chien dch la phai thang tran bang moi gia ma la han che toi
thieu o cang thang va tan so xuat hien cua cac tro chi bang s
khon kheo ngoai giao. S khon kheo ngoai giao khong phai la s
hoa hoan hay au hang ma la nghe thuat can nhac mot cach
lanh am nhng chi ph va li nhuan thu c nham am bao i
en muc tieu am phan ma khong gay ra nhng xung ot khong
can thiet.
1.1. Tai sao phai am phan gia:

Trong thap ky 70 va 80 cua the ky nay, xuat hien ba yeu
to khien am phan gia tr nen can thiet:
Trc het, c s ly luan cua am phan gia la do co s ton
tai cua gia co nh va gia thoa thuan. Thc te th trng phng
Tay trong thap ky 70 cho thay c cau kiem soat gia a khien cho
nhieu cong ty mac ket gia mot ben la gia co nh san pham cua
ho, va mot ben la chi ph au vao cho qua trnh san xuat san
pham tang. e t bao ve, cac cong ty a nang vot gia cong bo
(published list price) cua san pham e sau o giam gia en chong
mat trong qua trnh lu thong san pham o tren th trng. au la
gia thanh toan thc te cua mot san pham/ mot dch vu? ieu nay
ch thay c qua am phan gia. ay la kinh nghiem ca nhan
cua tac gia: canh nha Quoc hoi My Washington DC, co khach
san mang ten Capitol Hill. Khi m ca bc voa phong n cua
khach san, ta nhn ro bieu ghi gia la 219 USD? em. Nhng trong
am phan gia trc khi vao khach san, khach hang a c thong
bao ho phai thanh toan 159 USD/ em t chu nhat en th nam
hang tuan va 90 USD/ em trong cac ngay th sau va th bay
hang tuan. Trong trng hp co t 2 (hai) en 4 (bon) ngi
chung trong mot phong th moi ngi them ch phai tra 20
USD/ em. Ngha la, neu hai ngi chung mot phong n, moi
ngi ch phai tra ($159 + $20) 2 = $89,5/ em t chu nhat
en th nam va ($90 + $20) 2 = $55/ em vao ngay th sau va
th bay. Neu bon ngi th con thap na. That la hap dan.
Th hai, thap ky 80 sang 90, cac nc phat trien nh
My, uc, tren th trng tieu thu, sc mua nghieng han ve cac
trung tam ban le khong lo (nh Wal-Mart, Safeway Grocery, Kmart,
Woolworth). Sc mua khong lo cua cac trung tam sieu th nay cho
phep ho am phan gia theo hng co li cho ho, tham ch vi ca
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57
cac nha san xuat ln. Nh vay, ly do e cac trung tam sieu th o
co the am phan vi cac nha san xuat n gian v ho la khach
hang ln.
Th ba, cac quoc gia phat trien th th trng cang co
bieu hien phat trien en o bao hoa, vi toc o tang trng cham,
vi khach hang co hieu biet hn, y thc ve gia tr san pham va
dch vu hn. Thay v chnh ly hang loat chnh sach gia ca va li
nhuan e phan anh chnh xac hn moi trng canh tranh, cac
cong ty cung ng hang hoa va dch vu thng xuc tien viec cat
giam gia tren qui mo tai khoan rieng le. Va khach hang nhan
thc c rang cai gia ma ho phai tra cho mot hang hoa/ dch vu
nao o co lien quan nhieu hn en sc manh va kha nang am
phan cua ho hn la gia tr ch thc cua hang hoa/ dch vu o.
Ket qua la qua trnh ban hang chuyen t qua trnh tm giai phap
tot nhat cho khach hang theo quan iem hp tac sang qua trnh
chia se li nhuan mot cach khong khoan nhng. Trong tnh huong
nh vay, cac cong ty cung ng hang hoa/dch vu thay rang khi ho
tao ra nhng hang hoa/ dch vu co chat lng tot hn, khach
hang cung khong muon tra nhng hang hoa/ dch vu tot hn o
theo gia cao tng ng. Ve pha khach hang, s nhan thc ve gia
tr chat lng cua hang hoa va dch vu ma ho c cung ng ch
la am bao e ho en vi nha cung ng vi long t tin ho se at
c cai mnhmuon. Con mong muon ve gia ca, ho muon am
phan e ha gia xuong cang thap cang tot.
1.2. Cac giai oan tnh gia

am phan gia thanh cong (oi vi ca ben ban va ben
mua) khong phai la quyet nh phut choc ma la ket qua cua mot
qua trnh phan tch, tnh toan cac yeu to tnh gia cua mot san
pham hoac mot dch vu. Qua trnh nay bao gom 3 (ba) giai oan:
58
(1) giai oan thu lm thong tin, (2) giai oan phan tch thong
tin va (3) giai oan quyet nh gia.
I. THU LM THONG TIN
II. PHAN TCH THONG TIN
III. QUYET NH GIA
1.Tnh toan
2.Nhan biet
3.Nhan biet oi
chi ph
khach hang
thu canh thanh
4.Phan tch
5.Phan tch ac
6. Phan tch
tai chnh
thu oi phng
canh tranh
Quyet nh cuoi cung
1.2.1. Giai oan hnh thanh thong tin

Giai oan nay ng nhien c tien hanh trong qua
trnh chuan b. Nha am phan can lam bai tap nha trc khi
en ban am phan, va o phai la loai bai tap tong hp ve thong
tin chi ph lam ra san pham/ dch vu, thong tin ve khach hang va
thong tin ve oi thu canh tranh.
* Thong tin chi ph lam ra san pham: au la phan chi ph
tang len ngoai d kien (incremental cost) lien quan en chi ph
san xuat, dch vu khach hang va tr giup ky thuat? au la cac
phu ph (additional expenditures) cho cac khoan tren?
* Nhan biet khach hang: Gia tr kinh te cua san pham/
dch vu nay co y ngha nh the nao oi vi khach hang? Con
nhng yeu to nao khac anh hng en o nhay cam ve gia ca cua
khach hang? (nh s kho khan trong so sanh cac giai phap thay
the, nhng li the lien quan en viec mua san pham/ dch vu
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nay, nhng han che ve tai chnh/ ngan sach, kha nang chuyen
toan bo hoac mot bo phan cua chi ph cho ngi khac)
* Nhan biet oi thu canh tranh: Ai la oi thu canh tranh
chnh hien nay? Neu cac oi thu canh tranh hien ang canh
tranh tren th trng th mc gia giao dch thc te cua ho la bao
nhieu? khac biet the nao so vi gia cong bo? au la muc tieu
chnh cua oi thu canh tranh: Li nhuan hay doanh so ban ra?
1.2.2. Giai oan ra soat phan tch, tong hp thong tin:

Cung giong nh giai oan tap hp so lieu, giai oan phan
tch tap trung vao ba yeu to c ban: chi ph, khach hang va canh
tranh. Nhng khac vi giai oan chuan b, cac yeu to c phan
tch se ong vai tro chi phoi lan nhau. Viec phan tch tai chnh se
c tien hanh tren c s xem xet mc gia ap ng nhu cau cua
khach hang va am bao li the canh tranh. Trong am phan gia,
s phan tch tai chnh cua nha am phan la nham am bao thu
c li nhuan qua ban san pham/ dch vu ong thi e oi
phng neu mc gia mong muon theo phan tch cua ho tren gia
tr kinh te cua san pham/ dch vu cung loai tren th trng.
* Phan tch tai chnh: Li nhuan thu c cho mot n v
san pham la bao nhieu neu ban vi gia kch san? Phai am bao
mot lng ban ra la bao nhieu th mi co li nhuan cao hn khi
ha mot mc gia? Phai mat mot lng ban ra la bao nhieu th mi
trang trai c khoan chi ph co nh phu them (incremental
fixed costs) nh quang cao, giao dch, am phan, ky ket nham i
en thoa thuan?
* Phan tch khach hang: Nen xac nh mot mc gia khac
biet nh the nao oi vi nhng khach hang khac nhau (khac
nhau ve o nhay cam gia, chi ph phu them khi phuc vu ho)?. La
chon phng thc e thong bao mot cach co hieu qua gia tr kinh
te cua san pham/ dch vu oi vi khach hang nh the nao? Tm
bien phap e tao ra nhng rao chan ngan chan thong tin gia cac
khu vc th trng, khach hang nh the nao?.
* Phan tch canh tranh: Cac nha canh tranh se phan ng
the nao oi vi cac bien phap gia a c ap dung va lieu ho con
co nhng bien phap gia nao khac na khong? Hanh ong va
phan ng cua cac nha canh tranh se co tac ong the nao oi vi
li nhuan trc mat va lau dai cua cong ty? Cong ty se at nhng
muc tieu g ve li nhuan mac du co s phan ng cua cac nha
canh tranh.
1.2.3. Giai oan quyet nh va cong bo gia:

Khi quyet nh va cong bo gia tren ban am phan, nha
am phan phai het sc y thc vai tro cua gia thanh trong thanh
cong hay that bai cua am phan. Trong cuon Hng dan ra
quyet nh (gia) theo hng li nhuan (Nagle. T.T. va Holden
R.K., 1995), cac tac gia phan biet ba loai quyet nh gia:
a. Gia ht vang (Skim Pricing)
Gia ht vang la gia mang tnh vo chop c hoi toi a hoa
li nhuan bat ke gia tr kinh te cua loai hang hoa, dch vu trao oi
va lng ban ra. nh ngha ngan gon, gia ht vang la gia cao so
vi mc gia phan ln khach hang t nguyen thanh toan.
Gia ht vang la loai gia ch co the c ap dung trong
am phan gia khi oi phng hoan toan mat o nhay cam gia do
ho nh gia kinh te cua loai hang hoa/ dch vu c trao oi qua
cao, hoac do ho co the chuyen chi ph cho ngi khac, noi theo
cach noi cua ngi Viet, ho co tien chua.
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b. at gia tham nhap (Penentration Pricing)

at gia tham nhap la at gia di mc gia tr kinh te cua
san pham hoac dch vu nham thu hut va duy tr c s khach
hang. Quyet nh am phan gia mc o tham nhap la quyet
nh i en thoa thuan ban ra vi so lng ln va hy sinh li
nhuan cao. Khong nen hieu gia tham nhap la gia re, ma nen hieu
no la gia ha so vi gia tr kinh te cua hang hoa hoac dch vu c
trao oi.
Giong nh gia ht vang la loai gia ch c ap dung trong
nhng ieu kien am phan cu the, gia tham nhap la loai gia
nham hap dan oi phng thoa thuan hp ong va t bo ban
hang cu. Tuy vay, khong phai c am phan gia tham nhap la
am bao thanh cong cua am phan, v khong phai ai cung y thc
ve s khac biet chat lng va gia tr kinh te cua san pham hoac
dch vu ma ho ang am phan. Nha am phan, khi y thc c
ieu nay, se khong a ra mc gia tham nhap neu khong can
thiet.
c. at gia trung tnh (Neutral Pricing):
Trong tiep th, ngi ta hieu gia trung tnh la gia khong
nham muc ch m rong th trng bang s hap dan cua gia ca,
ong thi, no cung khong phai la loai gia nham han che th trng.
Trong am phan thng mai, gia trung tnh khong phai la gia hap
dan oi phng xet theo gia tr cua hang hoa/ dch vu ma gia
phan anh. Tren ban am phan, nha am phan a ra mc gia
trung tnh khi khong the ra quyet nh ve gia theo hai phng
thc a e cap, v theo phng thc th nhat, oi phng co the
bo ban am phan e i tm nguon cung ng thay the, von khong
kho trong mot th trng giau cac oi thu canh tranh, hoac v,
theo phng thc th hai, oi phng co the can c vao gia thap
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e anh gia thap gia tr cua hang hoa/ dch vu ang am phan.
Nha am phan cung co the neu mc gia trung tnh ch cot
e duy tr tnh nhat quan ve chien lc gia cua cong ty. Gia trung
tnh khong co ngha la gia trung bnh mc gia cua cac nha canh
tranh. Ve nguyen tac no co the la mc gia cao nhat, cung co the
la mc gia thap nhat tren th trng ma van mang tnh trung tnh,
trung tnh so vi mc gia tr kinh te c ghi nhan cua san pham/
dch vu.
Nha am phan bat ky trng hp nao khi cong bo gia
san pham, dch vu, eu phai can c vao gia tr kinh te cua san
pham, dch vu.
1.3. Phan tch o nhay cam cua gia cua oi phng:
Cao
Thap
Thap
Nhan thc ve chenh lech chat lng
Cao
Nhan thc o nhay cam ve gia cua oi phng giup nha
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am phan y thc ro mot ieu: khong phai oi phng nao cung

giong oi phng nao trong van e am phan gia.
Nhng th trng khac nhau sinh ra nhng oi phng
khac nhau. Tham ch nhng th phan khac nhau cua cung mot th
trng cung co nhng oi phng khac nhau. Co nhng oi phng
en ban am phan vi hang loat giai phap thay the; co oi phng
ch co cuoc am phan la giai phap. Co nhng nha am phan rat
coi trong gia tr kinh te cua san pham/ dch vu va rat xoi moi s
chenh lech gia tr gia cac nguon cung cap, trong khi co nhng
nha am phan chi li tnh toan v ho tieu tien nha, co nhng nha
am phan rong rai v ho tieu tien chua, hay noi theo ngon ng
kinh te, ho co the chuyen kinh ph cho ben th ba.
Theo mo hnh tren:
Khach hang trong gia ca( goc trai pha tren) la loai khach
hang tm cach mua vi gia thap nhat, vi chat lng chap nhan
mc toi thieu theo tieu chuan cua nhan hay cua nha cung cap.
Nha am phan theo quan iem trong gia ca se khong anh oi
mot gia cao hn e lay chat lng cua hang hoa/ dch vu hoac uy
tn cua mat hang.
Khach hang trong gia tr (goc phai pha tren) la loai khach
hang vi nhan thc ngai chi ph cao va nhan thc chenh lech ve
chat lng (gia cac oi thu canh tranh) cao. Nha am phan theo
quan iem nay ch san sang tra, chap nhan mot gia cao sau khi
kiem tra k lng cac ac iem cua mat hang va phan tch s
chenh lech chat lng va s chenh lech ve chi ph gia cac giai
phap thay the .
Khach hang trong tien li (goc trai pha di ) la khach
hang co nhan thc thap ve chi ph va chat lng. Nha am phan
theo quan iem nay thng chon ni cung cap tien li nhat, khong
so sanh cac giai phap thay the e tm ra chenh lech ve chi ph va
chat lng .
Khach hang trung thanh (goc phai pha di) la khach
hang co nhan thc ve chenh lech chat lng cao va chenh lech
chi ph thap. Nha am phan ai dien cho nhom khach hang nay
thng la ngi san sang anh o chi ph e lay chat lng san
pham, dch vu ma ho biet ro ve uy tn tnh chat va qua s dung.
Thng cac nha am phan kieu nay la nhng ngi tng lam an
vi nhau trc va a co moi quan he chat che trong qua trnh
kinh doanh.
e co the at gia sao cho hieu qua nhat, khi am phan
gia ,can anh gia xem xet k oi phng thuoc vao vung phan
phoi nao tren mo hnh tren .
1.4. a dang hoa phng thc am phan gia

Cac thai o nhay cam khac nhau tao ra nhng mong muon
va phan ng khac nhau khi quyet nh gia san pham, dch vu
tren ban am phan. Khi nh gia co the mot ben at c s vao gia
tr, tnh chat, ac iem cua hang hoa / dch vu, con ben kia lai
at c s vao iem khac, v du nh gia thap. Khi gap nhau tren
ban am phan,cac ben am phan eu co nhu cau bat ben kia
chap nhan oi hoi cua mnh. Song, thanh cong cua am phan lai
nam cho nha am phan co t ieu chnh mnh e i ti thoa
thuan chung c khong. Mot trong nhng can c e ieu chnh
la a dang phng thc vi nhng oi phng khac nhau.
1.4.1. am phan vi ai dien cua khach hang trong gia ca

oi phng trong gia ca thng la ai dien cua nhng
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65
cong ty ln,cac c quan chnh phu,co quan he rong va s chuan

b cac giai phap thay the ln. Ho tm cach mua vi gia thap nhat
theo nhng ieu kien chat lng gia toi thieu chap nhan c.
Khi am phan vi nhng oi phng trong gia co mot viec kho
nhng nen lam, la tap trung chu y cua ho vao gia tr cua hang
hoa/ dch vu va lam tang s t nguyen cua ho trong chap nhan
mot mc gia cao hn cho cac san pham/ dch vu co nhng ac
iem gia tr can c thanh toan thoa ang. Trong trng hp
nha am phan cua pha trong gia khong thay oi, can ap dung
thu thuat nhap cuoc la chon (selective participation) ngha la
can nhac ky gia muc tieu ngan han va dai han cua nhng giao
dch va ch chap nhan e ngh cua nha am phan trong gia khi:
(1) Ta van bao am co lai; (2) S chap nhan khong anh hng
en viec kinh doanh trong tng lai.
Cac nha am phan cua khach hang trong gia thng la
nhng ngi cng ran va kho thuyet phuc nhat, n gian la v ho
mua vi khoi lng khong lo. Quy tac 80/20 phat bieu rang 80%
so ban ra cua cong ty o phu thuoc vao 20% so khach hang ln.
Khong am phan vi ai dien cua khach hang trong gia la ieu t
ai muon xay ra.
1.4.2. am phan vi khach hang trong gia tr:

Khach hang trong gia tr (value buyers) khong tm mat
hang/ dch vu co chat lng cao hoac re nhat. Thay vao o, ho ra
quyet nh mua tren c s can nhac cac thuoc tnh cua hang hoa/
dch vu, phan tch nhng bu tr trong quan he gia cac thuoc
tnh hang hoa/ dch vu va gia ca cua chung. Ngha la ho tap trung
vao cac hang hoa/ dch vu cho o thoa dung cao tnh theo gia
n v. Khong giong cac nha am phan thuoc nhom khach hang
trong gia ca, nhng ngi ch chu trong vao chi ph, nha am
phan thuoc nhom khach hang nay co tnh encac chi ph cho o
thoa dung nen co the chap nhan cac giai phap gia cao. Chnh v
the cac nha am phan thuoc nhom khach hang nay co the tao c
hoi cho ban hang cua mnh thu li nhuan cao neu ho c thuyet
phuc ve gia tr vt troi hn han cua hang hoa/ dch vu ang c
am phan. Cai kho khi oi dien vi cac nha am phan thuoc
nhom nay la mat lau dai cua nhng giao dch v ho luon anh gia
cac giai phap thay the. Mot cai kho na, ngoai duy tr quan he
lau dai, la thong tin gia tr cua hang hoa/ dch vu ang trao oi.
Cuoi cung, v ban c gia cao, khi am phan cac thoa
thuan gia ca, phai tnh en kha nang xuat hien xung ot ve sau.
Can lam ro nhng g a c am phan, trao oi va nhng g
khong. Nhng bat ong ve cach thay oi, nhn nhan quan he gia
ca - gia tr hang hoa/ dch vu co the dan hai ben en cho a ra
nhng quan iem oi lap ma khong co loi thoat.
1.4.3. am phan vi khach hang trung thanh

Khach hang trung thanh la oi cc cua nhom khach hang
trong gia ca, ngha la ho quy trong chat lng a biet ve hang
hoa/ dch vu va at long tin vao cac nha cung cap mc chat lng
ho yeu cau. Cac nha am phan thuoc nhom khach hang nay ngai
s rui ro va bap benh co the xay ra neu giao dch vi cac nha
cung cap cha c th thach. oi vi ho, mc gia thap (do
cac giai phap thay the tao ra) khong the bu ap s thieu hut nao
o cua hang hoa/ dch vu c cung cap. Bi vay, ho trong nhng
giai phap a co, a c th thach tren thc te va muon duy tr
quan he giao dch tren c s o.
Khac vi cac cuoc am phan mang tnh chat oi ch
nh trong am phan vi ai dien nhom khach hang trong gia ca,
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67
cac cuoc am phan vi ai dien thuoc nhom khach hang trung

thanh mang tnh chan tnh va tap trung vao cac giai phap thoa
man muc ch cua ngi ban lan ngi mua.
Mac du vay, the gii la mot thung lung ay bien oi.
Nhieu khi trai qua mot cuoc be dau, nhng ieu von co khach
hang trung thanh khong con na. Va nha am phan cua ho oi
giong, v tren thc te, ho a nghieng sang phan vung hang khac.
1.4.4. am phan vi khach hang trong tien li

Nhom khach hang trong tien li, la nhom khach hang ch
gap trong hoan canh ac biet cu the. Trong cuoc song hang ngay,
ta gap ho cac ch vo, ch cap, ch xach, ni ngi mua,
muc ch la ve nha cho nhanh, va muon ngi ban ban cho
nhanh. Trong th trng rong ln, o la nhng thoa thuan mua
ban phat sinh trong qua trnh thc hien nhng thoa thuan tam c
hn. V du, viec chon at mot ba tiec ln tai mot khach san co
the co nguyen do cac phai oan a at cho trong thi gian hoi
ngh tai khach san o.
Cac nha am phan thuoc nhom khach hang nay, do lay
muc tieu chnh la s tien li, co y thc thap ve so sanh chi ph va
so sanh chat lng san pham, dch vu. Cung giong nh cac ba i
ch vo, ch cap, cac nha am phan quan tam chu yeu en
viec thoa thuan cang nhanh cang tot. Ho ra e ngh va ho thuc
giuc ngi ban ong y. Ho san sang bo qua nhng khac biet, ra
han chot, toi thieu hoa cac tr ngai e i en viec giai quyet van
e tc th. T lieu ly thuyet am phan goi ho la cac nha am
phan theo kieu noi nhanh cho c viec (lets get it done type).
Mac du cac nha am phan kieu noi nhanh cho c
viec t quan tam en chi tiet, ta cung khong the coi ho la nhng
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con ngi cau tha. Ho co the biet rat ro ho ang lam g. Mot so
nha am phan tham ch li dung phong cach noi nhanh cho
c viec va tam the san co cua ben ka ve ac iem cua loai
khach hang tien li e ngu trang cho nhng cai bay. Ho muon
hp ong c ky ket trc khi nhng cai bay o b phat hien.
ng nhien, e t ve, khong nen qua hap tap i en
thoa thuan theo kieu nh vay.
1.5. Ky thuat thuyet phuc trong am phan gia

Trong am phan gia vi tat ca cac kieu khach hang, du
cho ta co cho gia cua mnh la hp lsy bao nhieu i na th pha
ben kia van coi gia cua ta la qua cao. Co hai ly do c ban e suy
ngh nh vay: (1) Ai cung muon co c hoi kiem li va neu ben nay
chao gia the nao, ben kia chap nhan the ay, ieu o khien ben
chap nhan cho rang ho a toi a hoa li nhuan cua mnh. Van e
la phai chia li nhuan the nao cho hp ly, ngha la phai giam gia
chao ban au xuong; (2) Thng co gia thiet cho rang gia ban au
chao bao gi cung la gia thoi phong e con tr hao cat giam trong
am phan gia.
A
a
Mot trong nhng ky thuat giai trnh trong am phan gia
ca la lam ro cho oi phng thay gia tr kinh te (economic value)

cua san pham va dch vu mnh cung cap.
Gia tr kinh te cua san pham va dch vu la mc gia ma
khach hang phai tra trong ieu kien co cac giai phap thay the
hay nhat (goi la gia tham khao goc) ket hp vi phan gia tr
chenh lech gia mat hang hien tai va mat hang tham khao (goi la
gia chenh lech). Nh vay, gia tr kinh te cua san pham/ dch vu
69
c tnh nh sau:
Gia tr kinh te = Gia tham khao goc + Gia chenh lech
Trong o:
Gia tham khao goc: (Reference value) la chi ph cua san
pham canh tranh ma khach hang cho la giai phap tot nhat cho
thng vu.
Gia chenh lech (Differentiation value) la phan gia tr ma
khach hang (them vao hoac bt ra) khi so sanh s khac nhau gia
san pham tham khao goc vi san pham/ dch vu cua thng vu
hien tai . Thuat ng gia tr ay c hieu la s thoa man ma
khach hang co c qua s dung san pham/ dch vu. Cac nha
kinh te goi no la gia tr s dung (use value) hay o thoa dung
(utility) cua san pham/ dch vu.
(Nguon: Richard Harmer, Boston University)
A
a
Tren ban am phan, s phan tch gia tr kinh te cua san
pham/ dch vu oi vi khach hang la mot cong cu ban hang tot,

ac biet khi khach hang ang oi mat vi nhng sc ep ve chi
ph, va bi vay, rat nhay cam gia (price sensitive). Bang 3.2 di
ay tom tat cac bc can thiet trong viec quyet nh gia tr kinh
te cua hang hoa/ dch vu.
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Gia tr chenh lech

am
chenh lech dng

Gia tr tham
khao goc
Tong gia tr kinh te
Gia tr
Trong am phan gia, ay la bc can thiet trong giai trnh

gia vi oi phng. Neu oi phng la nhng nha kinh te thc
thu (economic man & women), ngha la nhng ngi co thong tin
ay u e phan tch cac quyet nh mua san pham/ dch vu cua
ho, ay la qua trnh t chuan b ve pha ho. Thong tin ve gia tr
kinh te cua san pham/ dch vu tren ban am phan, ve pha ngi
ban, co y ngha giai trnh thuyet phuc oi phng tra gia cao hn
cho thng vu.
Cac bc trong qua trnh gia tr kinh te cua hang hoa/
dch vu:
Bc 1: Nam chi ph cua san pham/ dch vu canh tranh
ma khach hang am phan cho la giai phap thay the tot nhat (qua
thu lm thong tin trong qua trnh chuan b am phan).
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Bc 2: Trnh bay cac yeu to chenh lech gia san pham

dch vu cua ta va san pham/ dch vu canh tranh: (a) Ve tnh nang
(hn/ kem), (b) Ve cac ac iem (hn/ kem), (c) ve chi ph bao
dng (cao/ thap), (d) ve o tin cay (cao/ thap), (e) ve chi ph van
hanh (cao/ thap), (f) Ve dch vu (nhanh/ cham).
Bc 3: Khang nh vi oi phng ve o chenh lech gia
tr va i en quyet nh gia.
1.6. Ky thuat e ngh tron goi

Khi chu e cua cuoc am phan ch lien quan en mot vai
yeu to can thao luan, cac nha am phan thng s dung cach
tnh tron goi. Ngha la: thay v am phan tng phan e i en
thoa thuan cuoi cung, ngi ta am phan tren c s gop cac chi
tiet thanh mot tong the chung va tnh toan tren c s tong the o.
Ly do pho bien nhat e am phan tren c s tron goi
chnh la tnh thc te cua no: Khi cac van e oi hoi phai i en
nhng thong nhat khong nhieu th cung khong nen mat nhieu
thi gian cho viec tranh cai. Nh vay, phng phap tnh tron goi
giup tranh nhng bat ong thng xay ra khi thao luan gia. Thong
thng, khi hai ben tm cach i en thoa thuan gia bang cach
am phan tng yeu to chi ph rieng le thng xuat hien nhng o
v do khong thong nhat c ve s hp ly cua gia tng bo phan
lam nen cai tong the.
Mot v du: Hay xem s phan tch chi ph sau ay:
Hay gia thiet mc gia phai chang nam trong khoang

$85.000 en $90.000. Rat de co kha nang ben mua se at gia
nam trong khoang o ma khong phai mat nhieu cong sc thao
luan e at c thoa thuan. Nhng cung hay gia thiet, ben ban
va ben mua am phan tng yeu to chi ph rieng biet e i en
quyet nh gia hp ong, ben mua, sau khi xem xet cac so lieu,
a ra y kien chi ph vat lieu (khoan c) ch khoang $28.000 la
hp ly. Ben ban lap luan so $2.000 kia la chi ph ngau sinh
(continency) cho cac khuyet tat va lap luan them rang, neu cat
$2.000 cua chi ph vat lieu th chi ph lao ong trc tiep se tang
10% ($1.000) e tai che csc chi tiet khuyet tat. Hai ben mac ca
i mac ca lai ma khong ben nao chu nhng bo ve iem nay
tren nguyen tac.
Hay xem xet tac ong cua viec cat giam cac chi ph vat
lieu (t $30.000 xuong $28.000) va tang chi ph lao ong trc
tiep len $1.000 (t $10.000 len $11.000). Ta co bang sau
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73
Nh vay, khi giam $ 2.000,00 cac chi ph vat lieu va

tang $1.000,00 chi ph lao ong trc tiep, gia thay oi t
$90.533,28 sang 90.477,50 (chenh lech $55,78). Trong v du
nay, cac so lieu thc khong quan trong lam, ma quan trong la
chung rut ra cac ket luan sau:
*5.1. Khi at van e tnh cac yeu to chi ph rieng le,
thng lam xuat hien nhng bat ong khien cho kho ma i en
thoa thuan. Trong nhng trng hp cc oan, am phan co the
tan v.
*5.2. Tr khi gia neu la mc gia bat hp ly, ta nen am
phan tren c s tron goi e tranh nhng au au, bi v, nh
trong v du tren cho thay, tranh cai ve nhng chi tiet chi ph rieng
le khong mang lai tac ong thay oi g nhieu oi vi tong gia.
*5.3. Cac yeu to chi ph rieng le co lien quan en nhau.
*5.4. Dng nh co khuynh hng bo qua mot s that la
cai ta quan tam la gia cuoi cung ch khong phai yeu to chi ph
nay hay yeu to chi ph khac lam thanh tong gia.
1.7. Ky thuat so le
Con so biet noi. Va khong ro lay c s t au, khi nhn
vao nhng con so khac nhau ngi ta thay nhng o tin cay khac
nhau. Mot con so ai loai nh $109,71 co ve nh co o tin cay
cao hn con so 110. Co le, v con so th nhat co cai ve chnh xac
cua may tnh, vi ham y ay khong phai la con so tuy tien do mot
nha am phan a cam ang ang tung ra. Chnh v the, trong am
phan, con so le co li the thuyet phuc hn con so chan.
Muon s dung ky thuat so le trong am phan, ta ch viec
chnh con so mong muon cua ta thanh con so le en mc nh
tien xu (cents), e tang o ang tin cua con so ta neu ra.
1.8. Ky thuat oi pho voi s khang gia cua oi phng

c tnh gia ca kinh te cua san pham/ dch vu trong am
phan gia co y ngha can ban trong viec thuyet phuc oi phng
chap nhan mc gia e ngh, song cung ch la mot mat cua vai tro
cua gia trong quyet nh cua ngi mua. Con co nhng yeu to
khac anh hng en qua trnh ra quyet nh gia cua oi phng.
Di ay la nhng yeu to pho bien nhat:
1.8.1. Yeu to thay the:

Noi chnh xac hn, o la yeu to nhan thc giai phap thay
the cua oi phng. Khi oi phng cang nhan thc c nhieu
giai phap thay the, o nhay cam gia cua ho oi vi mc gia a
ra cang cao.
e oi pho vi oi phng co nhieu giai phap thay the,
nha am phan tap trung no lc cua mnh vao viec giam tac ong
cua mat hang thay the (gia tr tham khao goc) bang cach giai
trnh tnh oc ao cua san pham/ dch vu cua mnh.
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1.8.2. Yeu to chuyen oi chi ph:

Chi ph chuyen oi la chi ph ma ngi mua phai bo ra
khi ho s dung hang hoa hoac dch vu mi do thay oi nha cung
cap. Ly do e yeu to nay ton tai la nhieu san pham oi hoi khach
hang phai co au t chuyen biet e s dung chung. Neu nhng
au t nay se b lap lai khi chuyen s la chon nha cung cap san
pham hien tai sang mot nha cung cap san pham mi, th chi ph
au t o c goi la chi ph chuyen oi. Trong am phan, nha
am phan se cang t nhay cam ve pha gia khi nhng chi ph
chuyen oi phu nay cang ln. V du, cac hang hang khong se rat
mien cng khi chuyen s la chon nha cung cap may bay t
Boeing sang Airbus, bi v lam nh the, ho phai ao tao lai th
may va au t lai d tr phu tung thay the.
1.8.3. Yeu to so sanh:

Khai niem gia tr kinh te gia thiet rang nha am phan co
the so sanh cac nha cung cap san pham/ dch vu tng ng ve o
chenh lech thoa dung va gia ca. Nhng tren thc te, ay la mot
viec lam kho giai quyet ve nhng thuoc tnh cua san pham/ dch
vu ma ngi ta cha bao gi s dung. Vai tro cua kinh nghiem va
tam ly ngai rui ro se ay nha am phan en cho tiep tuc chap
nhan oi phng, co the mc gia thoa thuan cao hn mc gia
tham khao goc.
1.8.4. Yeu to quan he gia- chat lng:

Noi chung, khai niem gia ch n thuan la lng tien ma
ngi mua phai tra gia cho ngi ban e oi lay nhng gia tr cua
hang hoa/ dch vu. Song co nhng san pham, gia khong ch la
thc o gia tr kinh te.
Nhng san pham nay ri vao 3 (ba) pham tru: (1) San
pham an tng (Image Product), (2) San pham oc ton (Exclusive
product), (3) San pham chat lng tang an (Product without relative
quality cues).
oi vi nhng san pham nay, o nhay cam gia cua khach
hang thng thap, va ngi mua thng co khuynh hng s dung
gia lam tn hieu chat lng cho san pham. Lay v du ve san pham
gay an tng, nh xe Rolls Royce, kho co ai co the lap luan c
rang loai xe nay co o thoa dung cao hn nhng xe sang trong
khac co gia thap hn nhieu. Loai xe nay, theo phan tch ky thuat,
c lam bang tay (hand-made), nen o lien ket gia cac linh
kien kem, nc sn tho va chi ph bao dng cao (Nagle & Reed,
1995:83). Nhng ngi mua xe Rolls Royce khong tnh en hieu
qua chi ph i lai (cost- effective transportation), cung nh ngi
mua chiec ong ho Rolex bang vang khong ch e xem thi gian.
Ho mua nhng san pham nay e noi vi ngi khac rang ho co
u tien e mua chung. Ho tra gia cho the dien cua ho bang cach
mua mot san pham co gia tr nh la bieu tng cua s giau co.
nhng trng hp t cc oan hn, o la ten nhan va uy
tn cua no vi. Harvard University (My) co mot to hp kinh
doanh mang ten: Phong cach Harvard, ni ngi ta ban mot
chiec ca vat vi gia $70. ay, hnh anh uy tn cua Harvard
University la cai ngi ta quan tam, giong nh khi i mua qua lu
niem, ngi ta quan tam en a danh ghi tren san pham hn la
gia tr cua san pham.
1.8.5. Yeu to phai chang

The nao la gia phai chang? Ro rang, khai niem phai chang
ton tai nh mot thc te, nhng t ai giai thch no. Theo cac nha ly
thuyet am phan gia, s nhan thc ve tnh phai chang trong am
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phan gia xuat hien t 3 (ba) yeu to:

(1) Yeu to kinh nghiem:
Ngi ta thng em mc gia hien tai e so sanh vi mc
gia trong qua kh. The gii oi vi ho la mot bnh nc lang,
khong song, khong gio, khong lam phat, khong g het.
(2) Yeu to a phng:
Ngi ta em gia ni nay so sanh vi gia ni khac.
The gii oi vi ho nh mot mat phang ni tai nguyen va nhan
lc trai eu.
(3) Yeu to quan niem:
Ngi ta tap trung vao cac mat hang thiet yeu, ngha la
nhng mat hang toi can thiet e duy tr mc song hien tai. oi
gia cao oi vi mot mat hang thiet yeu nao o la mot viec lam b
len an.
Khi ngoi ben ban am phan, nha am phan can y thc
rang tnh phai chang cua gia hoan toan khong co lien quan g
en li nhuan. th trng My, li nhuan cong ty xang dau di
mc li nhuan trung bnh cua nen cong nghiep nc nay, nhng
cac cong ty nay luon b len an ve chuyen a ra mc gia khong
phai chang, gia bop hau. Trong khi o, cac khu vc khac nh
cong nghiep che bien thc pham (socola Godiva, kem Haagen
Dazs) hay cong nghiep giai tr la nhng nganh cong nghiep at
gia cao va co li nhuan cao th lai khong b len an. Tng t,
Viet Nam, ch can so gia xang dau vi gia nc khoang thien
nhien Lavie, ta cung thay kinh doanh nc thien nhien lai en
chng nao. e oi pho vi nhan thc ve s phai chang cua gia
ca, thng cac cong ty phai luon ieu chnh gia e phan anh
quan he cung/ cau. at gia thng trc (regular) mc cao
nhat co the, ch khong phai at gia mc trung bnh hay mc

gia thong dung. Nh vay, tren ban am phan, nha am phan co
the giam gia cho bat c ai, vao bat c luc nao, e am bao tnh
phai chang cua gia.
Tren ay a trnh bay mot so yeu to lam c s khang gia
cua oi phng va ky thuat chong khang gia cua nha am phan.
Li nhuan, gia tr, ong c canh tranh, long kieu hanh ca nhan
cua khach hang hay nha am phan ai dien cho khach hang la
nhng yeu to phai c tnh en trong ky thuat khang gia.
2. Cac ky thuat trien khai can ban

Hoan toan khong giong nh nhieu ngi ngh, mot nha
am phan gioi khong phai la ngi bt mat oi phng e lay
tien cua ho bang cach bat ho phai ky vao thoa thuan hp ong co
hai cho ho va co li cho mnh. Ngc lai, nha am phan gioi la
ngi co nhng pham chat va tnh cach can thiet e am bao
cho thanh cong cua am phan nh biet thoa hiep, biet kien nhan,
biet hp tac giai quyet van e...., nhng pham chat va tnh cach
cua ngi s hu tr tue khon kheo at muc ch.
Trong am phan thng mai, nha am phan la nhan vat
chnh, oi tng cua am phan la trao oi hang hoa, dch vu va
muc tieu li nhuan. Nhng v li nhuan khong phai la ly do bt
mat ngi khac ma thu c, muon co no, nha am phan phai co
nhng ky thuat x ly tnh huong can thiet.
2.1. Khi ta gap mot oi phng bat tr

Khi ta gap mot oi thu bat tr, nguyen nhan co the la:
*a. Nha am phan kia co tnh bop chat va em no vao
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ban am phan. Nhng ngi co tnh nong nay thng kho

kiem che mnh khi vap phai nhng bat ong trong am phan.
Mac du am phan vi nhng ngi nh vay chang thu v g,
nhng thc ra ta lai co li the. Thng nhng ngi khong kiem
soat c tnh cam cung la nhng ngi khong kiem soat c
tnh hnh, tham ch ngay ca cac v the ma ho ang co trng
len. Ho de nham lan. Ta hay bo qua tnh cach cua ho va li
dung c hoi cua ho gianh cho ta.
*b. Mot so nha am phan thieu kinh nghiem lam tng
rang ap ao oi phng bang tnh cach bop chat trong am phan
la nhan to cha khoa e at c thang li. Tuy vay, nhng nha
am phan kieu nay thng xuong giong khi ho nhan thc c
rang ta khong de g b mat tinh than ma thoa thuan theo y ho.
*c. oi khi cac nha am phan s dung phng phap bop
chat, ap ao tam ly v ho muon tin rang ho co the hu doa c ta.
Thong thng nhng d ieu nay xay ra khi ho bc vao am
phan vi nhng d tnh ve the manh cua ho va t cho ho quyen
at luat chi. Gi ung lap trng cua ta ngay t au la bien
phap ngan chan ao tng cua nhng nha am phan kieu nay va
lam cho ho v mong.
*d. oi phng co the dung bien phap hu doa e lap
liem nhng iem yeu trong v the am phan cua ho. Ho hy vong
rang bop chat hieu chien co the la ong tac gia e anh lac
hng ta vao thai o cua ho va khong nghien cu sau e ngh cua
ho. Neu c ng ta ta i, khong b anh lac hng bi thu phap
la doi (maneuver) cua ho, viec che chan cua oi phng se mat
tac dung va c hoi ta se chop c got chan Asin cua ho e lai
ho i theo hng cua ta.
Bat ke ly do nao, neu s gian d va thu ch cua oi
phng len qua ngng cho phep, va neu can thiet, ta hay tam
ngng cuoc am phan. Mot khoang thi gian tnh tam oi vi ho
se cho ho thay ta en ben ban am phan la e thoa thuan, ch
khong phai e thach au. Rieng ve giai phap cho van e nay,
cong trnh nghien cu ve am phan cua Roger Fisher va William
Ury (Roger Fisher & William Ury, 1991) co nhng kien giai het
sc thuyet phuc va cu the.
2.2. Tm phng thc buoc oi phng a ra e ngh trc.

e oi phng a ra e ngh trc se tao cho ta li the.
Trc het, no tao cho ta s cam nhan ve s cach biet ve quan
niem cua hai ben. V du neu e ngh ban au cua oi phng qua
cach xa nhng g ta cho la hp ly, ta se nhanh chong tm ra cac
giai phap e hai ben xch lai gan nhau.
Mat khac, ta co c hoi e trnh bay phan tch cua ta nham
huy bo e ngh ban au cua oi phng vi muc tieu khien oi
phng phai a ra e ngh khac. Trong khi oi phng van cha
biet t g ve quan iem cua ta nh the nao. Thu phap ch kho
thanh cong khi ta gap nha am phan sanh soi. Ho se khong de g
b du va viec thao luan e ngh cua ho. Ngc lai, ho se e ngh
a ra y kien phan bac va hai ben cung lat nga quan bai.
Mot li the khac cua viec yeu cau oi phng a ra e
ngh trc la ta co c hoi - co the la mong manh - nhng van la c
hoi e nhan mot e ngh cho ta li nhuan cao hn e ngh ma ta
chuan b a ra. Neu c nh vay, cuoc am phan tr thanh
mot van hoi may man. Trc nhng li the nh vay, ngi len
tieng au tien tren ban am phan thng la ngi yeu cau pha
ben ka a ra e ngh. Cach thc tot nhat e gianh quyen e
ngh oi phng lat quan bai cua ho la ta at ngay cau hoi sau thu
tuc khai mac am phan ket thuc.
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2.3. a ra e ngh va kien tr bao ve e ngh a a ra.

Cac tnh huong am phan cho phep ta nen nhng e
ngh qua ang khong phai la nhng tnh huong pho bien. Ve c
ban, khi ta a ra e ngh, ta phai tnh toan the nao e e ngh
cua ta nam trong pham vi thoa thuan, ngha la trong pham vi ma
oi phong co the tnh en chuyen ieu chnh va ta co mat bang
nhng bo ma van am bao li nhuan cao nhat co the.
Ve mat ky thuat, o tin cay (Credibility) cua e ngh ban
au cua ta la cay gay ch huy am phan cung tap trung vao ban
nhac e cung noi len mot tieng noi. Co nhng e ngh ban au
hp ly c chap nhan ngay sau khi chnh ly oi chut va cuoc
am phan i en thanh cong nhanh chong. Ngc lai, neu ta a
ra e ngh ban au nham ngoai vung thoa thuan theo c tnh
cua oi phng, oi phng se coi o la e ngh phi ly. ay la
nguyen nhan khien cac ben xa nhau hn va am phan tr thanh
cong viec kho khan keo dai. Mot trong nhng tr ngai do viec a
ra li e ngh ban au bat hp ly na la no oi hoi phai co nhng
bien tau di nhieu hnh thc nhng bo e i en thoa thuanieu nay co ngha la ta phai nang mc gia theo d kien ban au
cua ta het nac nay en nac khac, co khi nhng nac dai, neu ta la
ngi mua va ngc lai ta phai ha gia mong muon ban au neu ta
ngoi pha ngi ban ben ban am phan. Du ta la ngi mua
hay ngi ban moi khi ta lui mot bc ve li nhuan, oi phng
lai co quyen at them s nghi ng ve pha ta, ve quan iem cua
ta. Va hau qua la khi ta lui a het nac, oi phng van ngh la ho
co the am phan tiep e ta xuong thang.
Tom lai, khi a e ngh, ta nen a ra nhng e ngh ma
oi phng cho la hp ly va ta tm cach bao ve e ngh a a ra.
Neu ta a lam bai tap nha, ngha la a co chuan b trong qua
trnh chuan b am phan, viec bao ve e ngh cua ta khong phai
la viec kho. Mot so thu thuat bao ve e ngh ban au tren ban
am phan se c e cap trong chng III cua cuon sach nay.
2.4. Tm phng thc tiet kiem thi gian am phan.

Cuoc am phan nao cung the, cang keo dai, cang co nguy
c kho i en thoa thuan. e tranh lang ph thi gian, tien cua va
sc lc e theo uoi nhng cuoc am phan keo dai ma co khi
khong thanh cong, ta phai tnh en phng thc khuyen khch
oi phng chap nhan e ngh cua ta cang nhanh cang tot. Co
mot so ky thuat c s dung e at c muc ch nay, bao
gom:
2.4.1. at ieu kien thi gian

Ky thuat nay nham ho tr cho viec chap nhan e ngh
cua ta nham gay sc ep ve pha ben kia e ho xem xet khan
trng. Khi ap dung ky thuat nay, phai tnh en yeu to oi phng
coi ta lam phach va c ch cho en han xem sao. V the, ta
phai a ra ly do xac ang cho viec an nh ieu kien thi gian.
2.4.2. an nh tien thng

ay cung la ky thuat e oi lai s chap nhan nhanh. V
du Neu chung ta co the i en thoa thuan trong ngay hom nay,
pha chung toi se chu chi ph van chuyen trong qua trnh hp
ong. Cung giong nh 4.1., ay, khi a ra e ngh, ta can
nhng ly do hp ly cho viec v sao ta lai e ngh nh vay. Neu
khong, khi het han chot ve thi gian cua ta ma am phan van tiet
tuc, pha ben kia se co s nghi ngh ve so tien thng ta e ngh
that ra ch la xuong thang. Hn na, khi ta a a ra mot e ngh
nao o lien quan en gia tr (v du: tien thng), ta rat kho lui va
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rut e ngh trong bat c trng hp nao. V the, trong am phan,

khong nen a ra nhng ha hen co ieu kien. Nhng ieu kien i
kem co the khong c thc hien, nhng nhng g ta a ha th lai
c coi nh ng nhien, nh mot bo phan cua thoa thuan.
2.5. oi pho vi thu thuat a e ngh chot cua oi phng:

Trong am phan, trc hoac sau khi a ra e ngh, oi
phng thng thong bao o la e ngh cuoi cung cua ho. S that
e ngh cuoi cung o cha han a la e ngh cuoi cung ma ch la
viec len nac thang tam ly vi ham y neu ta khong chap nhan e
ngh cua ho, am phan se tan v. e oi pho, ta co the bac bo
e ngh cuoi cung cua oi phng va neu ly do v sao ta lam
nh vay. Cach x ly nh vat se giup don bong quay lai san oi
phng. Neu oi phng van tiep tuc am phan th ro rang ta van
con c hoi e gianh c e ngh co li hn. Mot cach oi pho
khac la ta bo qua e ngh cua oi phng. Neu ho van tiep tuc
am phan th ro s e doa bo ban am phan cua ho ch n gian
la mot thu thuat don ep.
2.6. Ky thuat lac e

Moi cuoc am phan eu co chu e rieng. Song, nh a
trnh bay muc 4.8, nhieu khi viec mo xe chu e o se gay ra
ach tac trong am phan. Mot loi thoat khoi ach tac la ta a ra
mot e ngh ot ngot tai thi iem khong ng. Ky thuat nay c
goi la ky thuat lac e. Ky thuat lac e thng c ap dung khi
oi phng ang nham vao cac iem yeu trong v the cua ta. Neu
khong gay c tac ong g, no cung buoc oi phng phai dng
lai xem xet. Trong nhng trng hp am phan be tac, ky thuat
lac e co the tao ra s hap dan theo mot hng khac e thoat
khoi be tac.
2.7. Ky thuat rut e ngh

Rut mot e ngh c a ra tren ban am phan hoan
toan khong de, tr khi ta nh bo ve ma khong can at thoa
thuan. Bai hoc ay khong phai la: vay th ta se a ra nhng e
ngh ma khi can rut ta co the rut de dang. S that khong phai la
nh vay. Mot e ngh, mot khi a c a ra, se c pha ben
kia coi nh la quan iem cua ta, tham ch ngay ca khi e ngh o
a c rut bo.
Tuy vay, van co mot so c s can xem xet oi vi viec rut
e ngh:
2.7.1. Khi tnh hnh bien oi, ly do co the la s thay oi
ve tai chnh, ve khong kh canh tranh lam cho e ngh cua ta
thanh mot e ngh thua thiet, buoc ta phai rut e ngh cu va a
ra e ngh mi e am phan trong mot hoan canh moi trng mi
a thay oi. Viec can lam la giai thch cu the s xac ang cua
nguyen nhan v sao ta thay oi e ngh. Trong ieu kien nhng
thay oi la tac ong t ben ngoai, nhng tac ong ta khong kiem
soat noi, e ngh thay oi cua ta de c chap nhan. Trong ieu
kien s thay oi do bien oi noi bo cua ta gay ra, oi phng se
tm cach rang buoc ta vao e ngh cu.
2.7.2. Khi ta nh lam ong tac gia e ep oi phng i
en thoa thuan: Khi ta s dung chien thuat nay, ta can phai chuan
b t thai e rut khoi ban am phan va hy vong pha ben kia se
lien he lai. Neu chien thuat thanh cong, oi phng se ong y vi
nhng ieu khoan mi, hoac t nhat vi nhng chnh ly cua ta,
nhng so vi e ngh cu, e ngh mi la mot giai phap tot hn vi
ta.
2.7.3. Khi ta b sa lay trong ban am phan: Trong hoan
canh nay, ta phai chon 1 (mot) trong 3 (ba) giai phap:
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a. Ket thuc am phan vi y nh khong quay tr lai

b. e lai e ngh tren ban am phan vi li mi oi
phng lien he lai neu sau nay ho chap nhan quyet nh o.
c. Rut e ngh v hieu rang khong rut cung khong at
c cai g.
ng nhien, sau khi a xem xet ky, ta bo cuoc khong tr
lai o la mot quyet nh logic. Con s la chon gia e lai tren
ban am phan hay rut e ngh th phu thuoc vao viec ta a i en
giai oan nao cua am phan. Ta e lai e ngh ch khi oi vi ta,
o la e ngh cuoi cung.
2.8. Ky thuat chnh ly muc tieu ban au trong am phan.

Thong thng, cac cuoc am phan chng lai la do ca hai
ben e bam qua chac muc tieu ban au cua mnh ma khong tnh
en lieu tren nhng c s nh vay co the i en thoa thuan c
khong. Vay chnh ly muc tieu ban au, ta can xem xet mot so yeu
to sau:
*1. Khong voi va chap nhan mot e ngh ot ngot - du
cho e ngh o co ve hap dan - neu e ngh o khac xa vi nhng
g a nh ra trong muc tieu ban au.
*2. Khong voi va chnh ly bat ky muc tieu nao neu cha
phan tch ky tac ong hau qua ma muc tieu chnh ly o gay ra.
*3. Khong thay oi quan iem n gian ch v ta ang
tnh trang be tac. Ta hay anh gia can than lieu thay oi muc tieu
ban au cot e i en thoa thuan co tot hn la khong at c
thoa thuan hay khong.
2.9. Ky thuat x ly hu doa trong am phan.

S hu doa vi t cach la mot thu thuat am phan co the
mang en thanh cong, nhng cung co the mang en that bai. Khi
tro hu doa b lat tay, ngi hu doa ch con cach la ng then o
mat. Trong am phan, thanh cong cua vec hu doa khong phu
thuoc vao khi tung ra li hu doa ma la kha nang x ly li hu sau
khi b thach o. Ly do that n gian, khi b hu doa, oi phng co
the thach thc hoac bo qua coi nh khong nghe thay va ch xem
ben hu doa phan ng the nao. Neu am phan van tiep tuc bnh
thng, s hu doa co gia tr bang khong (= 0)
Nguyen nhan lam cho hu doa thanh cong la kha nang
kem phan biet cua con ngi ve au la hu doa, au la that. Noi
cach khac, o la s mu thong tin vi tac dung tieu cc cua no la
lam cho nan nhan b troi trong mot m bong bong trong ga hoa
cuoc. e phan biet, ngi ta thng at ra cac cau hoi:
* Lieu pha ben kia co gap kho khan g neu ho thc hien
li e doa cua ho?
* Lieu ho co giai phap thay the neu am phan that bai?
* Tnh cach cua cac nha am phan pha ben kia va nhng
ieu ho tuyen bo lieu co nhng lien he g?
2.10. Ky thuat x ly nhng nhng bo

Mot trong nhng ieu can lu y trong khi anh oi cac
nhng bo la ta phai am bao chac cchan ta oi mot th g o co
gia tr tng ng t pha oi phng. Co nhieu s nhng bo,
nhn tren be mat th co ve la chat, nhng trong thc te lai t co y
ngha hoac tham ch vo ngha. Co 3 (ba) van e ta can quan tam
khi x ly nhng bo:
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*1. Lieu cai ma oi phng trao cho ta co phai la th co

gia tr khong? The gian that gia lan lon, nhat la tren ban am
phan ni ai cung muon c nhieu mat t. Cai be ngoai co the
anh la ta. Mat khac, khi bc vao am phan, ben nao cung d
tnh la se phai co nhng bo. The la, e chuan b cho nhng bo,
ho thoi phong muc tieu ban au len. Ket qua la trong qua trnh
am phan cac ben co the at c nhng nhng bo cua pha
ben kia, nhng thc te o ch la s cat xen nhng qua ang cua
muc tieu e a cai khong the at c en cai kha thi.
*2. oi phng oi lai cai g khi trao nhng bo? Mot
trong nhng cai bay kha pho bien la khi trao nhng bo la oi
mot o la ($1) lay mot o la ($1). ieu nay ac biet co y ngha
khi quan iem cua hai ben khac nhau qua xa. V du: $200.000 la
gia cao nhat ta muon tra. Ngi ban e ngh ta ca oi mc gia
cuoi cung cua ho la $300.000. Ta se phai tra$225.000. ieu co
y ngha ay la nhng anh oi co cung gia tr nhieu khi cung
gay thiet hai. V vay, khi xem xet nhng bo cua ta ma oi phng
oi hoi, phai xem xet no trong khuon kho muc tieu chung cua ta,
ch khong phai ch tren c s 1 (mot) oi 1 (mot).
*3. Lieu nhng bo co c thc hien nghiem chnh va
ay u khong? Nhieu nhng bo co nhng chi tiet nam ngay
trong noi dung thc hien cua thoa thuan hp ong. Khi hien tng
nay xay ra, ta phai tach noi dung cu the cua nhng bo thanh
mot van ban nh kem. Neu khong, ng nhien la co s nhng
bo nhng no khong c thc hien.
3. Ky thuat chong xau chi trong am phan

Trong cong trnh nghien cu noi tieng ve am phan cua
Roger Fisher & William Ury (191: 129-143) cac tac gia phan loai
cac kieu xau chi trong am phan thanh 3 (ba) pham tru:
* Co tnh la doi oi phng (Deliberate Deception)
* Chien tranh tam ly (Psychological Warfare)
* Thu oan gay ap lc ve lap trng (Positional Pressure
Tactics)
Tren thc te, oi khi ta gap phai cac nha am phan khong
t bat ky thu oan nao mien la ho at c muc tieu li nhuan
cua ho. Di ay, mot so ky thuat chong xau chi trong am
phan se c trnh bay:
3.1. Ky thuat chong thai o lang tranh trong am phan:

Trong qua trnh am phan, ta co the phat hien ra dau
hieu cho thay oi phng ang lang tranh, cac dau hieu o la:
Ho khong a ra cac t lieu chng minh khi c yeu
cau
Ho khong co phuc ap tc th cho cac phat van
Ho a ra nhng li hen suong nh la Chung toi se co
gang lam ieu o hoac Co kha nang chung toi se tnh en
ieu o.
Ho khong a ra cac cam ket dt khoat
Ho tuyen bo sai ve nhng g ho co the va khong the lam.
Ho mau thuan ve lap trng trc cac van e
Ho tra li cau hoi dang chung chung va khong tra li cu
the.
Ho tha nhan cha nam ro nhng kha canh c ban cua
chu e am phan.
Nhng bieu hien rieng le tren khong han a la bang
chng e ket luan oi phng muon la doi, cac ta can khi
88
89
phat hien oi phng co bieu hien lang tranh la tm xem oi

phng muon che dau cai g. at van e ao c cua oi
phng sang mot ben, (theo phng cham tach s viec ra khoi
con ngi cua Roger Fisher & William Ury, 1991) ta tap trung
vao viec tm cac cau tra li cho nghi ng cua ta bang cach:
at cho oi phng cac cau hoi ma ta a biet ro cau tra
li. Ta at cau hoi mot cach tnh c va khong chnh ly cac cau
tra li sai hoac lac e cua oi phng.
Khong cong kch thai o cua oi phng khi phat hien
cac chi tiet tra li doi tra e khong a oi phng vao the
phong thu.
Sau khi co ket luan co c s ve oi phng, neu ung oi
phng co c ch la doi, ta co the thong bao thang cho oi
phng ve nghi ng cua ta va chuan b e phong nhng la doi
khac trong qua trnh thc hien hp ong, neu hai ben i en thoa
thuan hp ong.
3.2. Ky thuat chong thai o e doa trong am phan:

Noi chung, khi gap phai thai o e doa trong am phan,
ta hay co gang bo qua neu ta lam c nh vay. Neu khong, ta
hay phan tch ong c cua oi phng khi a ra e doa va ngu
y cua oi phng nham ep ta lam g vi li e doa o.
e doa trong am phan xay ra di mot so hnh thc:
*1. Qui nh thi han chot
Thu oan nay c dung theo nhieu cach vi ham y e
doa ngam. Khi am phan be tac, thu oan nay c dung e
buoc ta phai nhng bo trc. Khi oi dien vi thu oan nay, ai
khong biet s, biet cho oi phng ngc lai cai ho ang tm
kiem, ngi o se ranh tay ma thang cuoc.
*2. Dung phep ging ong kch tay

Thu oan nay dung e ep ai o phai thoa thuan theo
nhng ieu khoan ma le ra khong nen chap nhan. Mot bien the
khac cua thu oan nay la e doa t lieu cong viec. Neu ung la
oi phng co the t lieu c cong viec, ho a chang mat thi
gian va tien cua e am phan vi ta.
Ve c ban, ging ong kch tay la kieu e doa hao,
cach tot nhat la ta phan ng theo kieu tuy cac ngai (suit yourself).
Neu ta quan tam, ngha la ta a mi oi phng ep ta nhng bo
xa hn.
*3. Dung phep rut e ngh phut chot
Mot kieu e doa kheo leo hn o la oi phng khang
nh mot so ngi trong to chc cua ho phan oi i en thoa
thuan. Do o, en phut chot, thoa thuan co the lai b hoan. Thu
oan nay c dung e thuc ep ai o chap nhan nhng ieu
khoan co li cho ben e doa (e thoa thuan nay c thong qua).
Ro rang, trc thu oan nay, cai ta can lam la khong phai s thoa
thuan khong c thong qua. Ta ch s ta thoa thuan theo nhng
ieu khoan co hai cho ta.
3.3. Ky thuat chong phan bac cua oi phng

Nh a trnh bay 1.1 cua chng nay, trong am phan
cai ta thay nhieu khi ch la nhng tnh cach (khong the sa oi)
hoac phong cach am phan chuan mc cua oi phng. Bi vay,
neu ta phan bac ho- cung cha han a gay c tac ong g, ma
co khi con kch thch oi phng tm cach tra ua, gay cang
thang cho am phan. Phng thc chong phan bac la ta biet
kiem che va khong bao gi y kien phan bac cua ho thanh noi
dung thao luan.
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91
3.4. Ky thuat chong s lan ti cua oi phng

Du oi phng dung bat ky thu oan nao, mot trong nhng
yeu to cha khoa e ta tru vng trong am phan la tnh nhat quan.
Ta c hat mai mot iep khuc. Va viec ta c hat mai mot iep
khuc se dan oi phng ti cho tin rang ta khong de g nhng bo
mot so iem. Qua o, ta co the ch thc hien nhng bo cho
nao ta muon va buoc pha ben kia a ra cac giai phap ma ta co
the chap nhan. oi phng khong the lan ti e gianh them li
nhuan cua ho c.
3.5. Ky thuat chong s on ao ma khong co thoa thuan

Trong am phan cung co chuyen lam thay nhieu ma,
lam cha con kho lay chong. Khong at c thoa thuan v on ao
qua. Nhieu y kien quanh ban am phan khien cho thoa thuan tr
thanh xa vi.
e giai quyet, nhng van e then chot nen c am
phan tai ni yen tnh, gia hai trng oan. Chng am phan
cua cuon Nghi thc kinh doanh Nhat Ban (Diana Rowland,
1985) co nhieu kien giai hay cho van e nay.
4. Ky thuat giao tiep trong am phan thng mai.

4.1. Cac chc nang am phan va ac iem cua giao tiep am
phan:
4.1.1. Chc nang:
Theo Roger Fisher & William Ury (1991), am phan la s
trao oi y kien qua lai nham at c thoa thuan trong khi ban va
92
pha ben kia co mot so li ch chung va mot so li ch oi khang.

Tren thc te, hau nh moi hoat ong tren ban am phan eu la
hoat ong giao tiep neu thuat ng giao tiep c hieu theo ngha
rong nham bao ham nhng trao oi ve thong tin, quan iem, thai
o, c ch gia cac ben trong am phan.
Giao tiep (bao gom giao tiep ngon ban va van ban) la
phng tien e trao oi cac e ngh va phan bac, cac thoa thuan
va nhng bo thng thay trong qua trnh am phan. Giao tiep
con la phng tien ghi nhan ket qua am phan.
Ngoai chc nang trao oi va ghi nhan, giao tiep am
phan con la phng tien tac ong qua lai gia cac ben am phan
nham thuc ay qua trnh am phan tien trien hoac thao g cac
ach tac co the co.
4.1.2. Cac ac iem cua giao tiep am phan

Do nhng chc nang neu tren, giao tiep trong am phan
co nhng ac iem nhat nh. Di ay la mot so ac iem:
a. Tnh he thong:
Tnh he thong trong giao tiep am phan oi hoi ngi giao tiep
phai tnh en tat ca cac yeu to anh hng trc tiep en hieu
qua giao tiep. Yeu to quan trong nhat am bao hieu qua giao
tiep la kha nang giao tiep cua nha am phan. Ban than khai
niem kha nang giao tiep (comunicative competence) cung la
mot he thong cac kha nang, bao gom kha nang ng phap, kha
nang ngon ng - xa hoi, kha nang ngon ban va kha nang chien
lc.
A
a
Kha nang giao tiep
93
He thong cac kha nang tao thanh kha nang giao tiep cua
nha am phan co tnh phu thuoc tng oi vi nhau. Khong the
tach han kha nang ng phap ra khoi kha nang ngon ng xa hoi va
tng t gia kha nang ngon ng xa hoi vi kha nang ngon ban...
Kha nang giao tiep la c s van ban e hnh thanh ky nang giao
tiep am phan (negotiation/ communication skills) cua nha am
phan.
1. Kha nang ng phap (grammatical completence): o
la kha nang lam chu cac qui tac ngon ng (li noi va c ch), cac
n v t vng, cac qui tac ng am, cac n v ng ngha (ngha
hien ngon, ngha ham ngon...), cac bien phap tu t. Khong nen
ngh rang kha nang ng phap ch la van e oi vi nhng ngi
noi ngoai ng.
2. Kha na n g ngo n ng - xa ho i (socio-linguistic
competence): o la kha nang lam chu cac phep s dung ngon
ng sao cho phu hp vi ng canh, khi nao th dung ngon ng
suong sa, khi nao th dung ngon ng trang trong. Noi mot cach
hnh anh, o la kha nang biet t ieu chnh e ng mac com-le,
ca vat thay cho quan ao tam tren bai tam va ngc lai ng mac
quan ao tam trong phong hoi ngh. Kha nang ngon ng xa hoi con
bao ham ca kha nang ket hp gia noi dung thong bao vi c ch,
thai o, ng ieu nham tao ra hieu qua toi u cho noi dung ngon
ng c chuyen tai.
3. Kha nang ngon ban (Discourse Competence): o la
kha nang van dung, ket hp cac tn hieu ngon ng thanh mot
chnh the thong nhat, gan bo chat che, logc gia noi dung va
hnh thc qua s dung cau t noi, cau chuyen y, cac bien phap
iep ng, cau truc oan, cau truc bai, s bam sat chu e, dat dan
van e, s chat che trong lap luan...
94
4. Kha nang chien lc (Stragetic competence): o la

kha nang lam ro noi dung thong tin can truyen at trong giao tiep
qua s dung cac bien phap chien lc nh giai ngha khai
niem, nh ngha thuat ng, ngon ng c ch ho tr hoac tang
cng hieu qua giao tiep qua co y giam toc o li noi, s dung
ngon t bong bay nham tang tnh hung bien.
A
a
S ket hp nhuan nhuyen gia kha nang tren trong giao
tiep vao am phan la am bao toi u hoa au vao trong qua trnh
giao tiep am phan. Trong qua trnh giao tiep am phan, s cap
kenh gia cac kha nang tren la nguyen nhan cua ICD (International
Communication Disorder), co ngha la s roi loan giao tiep quoc
te.
b. Tnh muc ch:

am phan luon co muc ch cua no. Vay giao tiep trong
am phan cung phai co muc ch: thu lm va trao oi thong tin,
dung hoa cac muc tieu oi khang, tm ra khu vc thoa thuan co
li va giao keo, ky ket hp ong. Noi cach khac, giao tiep trong
am phan thng mai la nham giai quyet mot hay mot so van e
li nhuan lien quan gia cac ben. Ngoai muc tieu li nhuan,
am phan thng mai quoc te trong boi canh giao tiep cheo van
hoa con co muc tieu tranh gay hoac b soc van hoa (culture
shock).
A
a
Nhng ky nang giao tiep can chu y
Mot so cong trnh nghien cu a tm cach xac nh, trong
95
chng mc co the, nhng ky nang giao tiep co the ap dung thanh

cong trong tat ca cac nen van hoa. Di ay la sau ky nang c
tac gia cuon Quan ly (Jerry Kinard: 1988) coi la mang tnh pho
dung cho tat ca cac nen van hoa:
1. Ton trong oi phng: ieu nay co y ngha la khi giao
tiep can oi x vi oi phng bnh ang, khong mat sat, ha thap
oi phng tat ca cac phng dien. Khong noi trong khong ma
nen dung cac chc danh trong xng ho.
2. am bao tnh mem deo: Khi oi phng co hanh vi
bat cap, nha am phan biet cach che giau s kho chu ca nhan
cua mnh
3. Thien cam: Nha am phan chng to cho oi phng
biet mnh rat quan tam en van e va coi oi phng la ngi co
tam quan trong song con oi vi cuoc am phan.
4. Khach quan: nha am phan khong chup mu oi phng
5. Xac nh so lieu: Nha am phan khong suy dien tren
c s nhng thong tin cha ay u va khong nh kien.
6. Biet mnh biet ngi: Nha am phan nhn nhan van
e t quan iem cua ngi khac, cua oi phng. ay la ky nang
toi can thiet trong giao tiep cheo van hoa.
A
a
Phng thc trnh bay noi dung giao tiep co the mang
tnh hai hc, nhng phai c ieu tiet dung lng va phai.
Trong hoan canh giao tiep cheo van hoa, cung xin nh rang: cai
co the gay ci trong nen van hoa nay co the hoan toan khong
gay ci trong nen van hoa kia. Tuy vay, t duy logic cua nhan
96
loai nhn chung la giong nhau.
a
Tieng ci
Cu pho tong thong My A.W. Barkley (1887-1956) la ngi

noi tieng hai hc. Ong la ang vien ang Dan chu. Trong mot
chien dch van ong tranh c ghe Tong thong cua ang mnh,
ong a ta ang Cong hoa bang mot chuyen d dom nh sau:
N s Dorathy Dix a nhan c bc th nh sau cua mot
ngi khong quen biet: Tha co Dix, toi ang yeu me met mot
co gai ep tuyet tran va toi muon ci co ta lam v. Nhng toi lay
lam ho then ve ly lch cua mnh. Nang biet ro toi co em gai lam
gai giang ho, co em trai ang b tu, co ong bac ang trai tam
than. Nhng nang khong biet rang toi co hai ngi anh la ang
vien ang Cong hoa. Lieu toi co nen noi cho nang biet ieu o
khong?
(Nguon: Hu Ngoc, Ho s van hoa My, NXB The gii,
1997, tr. 509-510)
A
a
Muc ch giao tiep se qui nh phng thc tien hanh
giao tiep (bang th tn, bang fax, bang email hay gap trc tiep...)
Trong trng hp gap trc tiep quanh ban am phan, tnhmuc
ch cung qui nh tnh cach neu van e cua nha am phan.
c. Tnh ngoai canh:
Khung canh cua cuoc am phan chnh la ngoai canh cua
giao tiep am phan, bao gom thi gian, khong gian, a iem,
97
phong tuc tap quan, oi tng chu s tac ong cua giao tiep am
phan. Ngoai canh cua am phan thc s la mot van e c xem
xet trong giao tiep, tham ch ngay oi vi thanh vien trong mot
cong ong ngon ng, v du nh cong ong Anh ng. Cac cong
trnh nghien cu nhng khac biet gia tieng Anh Anh (British
English), vi tieng Anh My (American English), hay tieng Anh uc
(Australian English) ban than nhng khac biet a noi len ieu
nay. Nhap gia tuy tuc co le la cau noi thanh ng hay nhat khi
ngh ve tnh ngoai canh cua giao tiep trong am phan.
A
a
T phong hop en restroom (phong ngh)
Trong tieng Anh- My, t toilet (nha ve sinh), c thay
bang t restroom) va hang loat cac uyen ng khac. Nhng t va

cum t di ay co the coi la nhng ac ng My nham ch
toilet Anh va Chau Au.
Restroom
Washroom
Sandbox
Throne
The conveniencies
Gentlemen/ ladies
Knights/ ladies
Cowboys/ cow girls
The altar
Cloakroom
The john
The gents
Powder room
The outhouse
bathroom
mens room/ ladiess room
boys room/ girls room
commode
the facilities
lads/ lassies
guys
dolls
the user beer department
biffy
indoor plumbing
the can
lavatory
98
99
the latrine
Va cung trong tieng Anh My, khi muon s dung toilet, ngi
ta s dung cac uyen ng, ai loai:
Wash my hands
Visit the restroom
Take a tinkle
Use the facilities
Have a wash
Spend a penny
Use the plumbing
Make a pit stop
Hit the head
Powder my nose
Make a call of nuture
Take a pee
Stop my back teeth from floating
Go Number One/ Number Two
Go wee wee
100
Co cau chuyen vui ke rang mot nha am phan My Trung

ong ang lam viec th bong hoi oi tac cua mnh ve phong
ngh (restroom) au. Quanh phong lam viec, chac chan co
phong ngh theo ngha trong cau hoi cua nha am phan My.
Nhng trong cach hieu cua oi tac Trung ong, anh ta khong
hieu tai sao nha am phan My lai tm nha ngh trong luc am
phan. Kho khan thay.
(Nguon: Roger E. Axtell: 1995)
A
d. Tnh thuyet phuc:

Khi bc vao am phan, moi ben tham gia eu mang
theo mot om nhng muc tieu chnh yeu, th yeu va ca nhng
muc tieu giau kn. Trong am phan thng mai, ngoai cac muc
tieu khac, co the la muc tieu tham nhap, m rong th trng, duy
tr khach hang, am bao chat lng hoac o tien li... muc tieu
chnh yeu bao gi cung luon la li nhuan kinh te. Ma li nhuan
kinh te th de g ai a t bo. Tnh thuyet phuc cua giao tiep am
phan chnh la yeu to mau chot e cac ben am phan tm ra s
thong nhat gia cac mat oi lap nh a neu trong chng I cua
cuon sach nay.
a
Cau chuyen ve hai chang nghien thuoc la
Trong mot buoi nghe giang ao, co hai chang nghien thuoc
la ngoi lan nhau trong am con chien. Mot chang than nhien
ngoi hut thuoc trong khi nghe giang. Con mot chang them thuoc
101
qua ma khong dam hut. Ch mai cho en khi bai giang ket thuc,
chang khong c hut thuoc trong gi giang ao mi tien en
ben anh chang khi nay hut thuoc trong gi giang ao va hoi:
Nay anh ban, lam the nao ma anh co the hut thuoc trong
khi cha ang giang ao ma van khong b cha nhac
Co g au, toi xin phep cha
The sao toi cung xin phep cha ma khong c! Tham
ch cha con noi cau!.
Anh xin phep cha the nao?.
Toi noi: Tha cha, con co the hut thuoc trong khi nghe
cha giang ao c khong a?
Anh xin phep the th en toi cung noi cau
The anh xin phep nh the nao ma cha khong noi cau?
Toi noi: Tha cha, con co the nghe giang ao ngay ca
khi con hut thuoc c khong a? Va Cha a rat vui ve ong y!.
A
Qua cau chuyen va ke tren, ta thay hut thuoc trong khi

nghe giang ao va nghe giang ao ngay ca khi ang hut thuoc
la hai phng thc trnh bay ve cung mot van e vi cung mot
muc ch. Nhng qua hai cach at van e, ta thay hnh nh trong
trng hp th nhat (e ngh c hut thuoc trong khi nghe giang
ao), ngi neu van e lam mot chien khong sung ao, khong
nghiem tuc, con trng hp th hai (trng hp con lai) ngi
neu van e la mot con chien ngoan ao.
102
C s manh me nhat e am bao tnh thuyet phuc la nha

am phan t at mnh vao hoan canh va mong muon cua oi
phng. Noi cach khac, nha am phan phai biet mnh, biet
ngi trong lap luan va e xuat giai quyet van e, cu the la van
e chia se chiec banh li nhuan nh the nao cho oi phng
chap nhan c.
e. Tnh xa giao:
Tnh xa giao la mot ac iem khong the thieu cua giao
tiep am phan. Tnh xa giao lam cho noi dung am phan de
c chap nhan hn. Noi dung cu the cua cuoc am phan oi
hoi hnh thc giao tiep phai phu hp vi noi dung o. Song, gia
noi dung va hnh thc van co tnh oc lap tng oi. Nha am
phan co the t chon hnh thc phu hp va hieu qua nhat cho noi
dung ma mnh truyen at. Noi cach khac, trong giao tiep am
phan, nha am phan khong the c thang tuon tuot dui uc cham
nc cay, chem to kho d khi trnh bay, cung khong the ngay
th nhn vao hnh thc cau ch, thay lap lanh ngha la vang.
A
a
Nha thoai
Nha thoai (meta-talk) la hnh thc giao tiep trong o cai

noi ra cha han a la cai ngi noi ch thc nh noi. Cai nh
noi la vien an boc ng, co thc chat ghe gm hn hnh thc
ben ngoai cua no nhieu. Nhng phat ngon nay oi hoi phai c
giai ma ky lng. Trong giao tiep am phan, nha thoai la mot
hnh thc xa giao ngon ng quan trong. Cac hnh thc cua nha
thoai co the la:
V nhun minh (false humilities)
- In my numble opinion.../ Theo thien y cua toi ...
103
- Ill do the best I can.../ Toi se rang het sc mnh ...

- Far be it from me to say .../ Toi xin manh dan noi rang
...
- As you are aware .../ Nh ngai a biet ...
- As you well know... / Nh ngai a biet ro
Nhng phat ngon co cac cum t tren thuoc loai phat ngon
hoa mu, noi cot e tang boc ngi nghe len. Cac cum Theo
thien y cua toi..., Toi that bao gan khi noi rang... ham y ngi
nghe co cao kien hn ngi noi, ngi nghe co tam hieu biet sieu
ang hn ngi noi. Cac cum Nh ngai a biet..., Nh ngai
a ro... co ham y ngi noi khong co y li dung dien an e xuc
pham s uyen bac cua ngi nghe bang cach noi lai nhng ieu
ngi nghe a biet. Trong khi tren thc te, ngi noi co the noi
Nh ngai a biet... trong khi biet ro Ngai han cha biet rang...
Xoa du (softeners)
Xoa du la hnh thc giao tiep ngon ng tch cc hoa vai
tro cua ngi nghe, xoa du phan ng cua ngi nghe trc ieu
sap c trnh bay.
- It goes without saying .../ Van e hien nhien la...
- Would you be kind enough to .../ Xin ngai lam n...
- I am sure someone as intelligent as you.../ Toi tin mot
ngi thong minh nh ngai...
- You are very perceptive about .../ Ngai qua la nhay cam
ve...
- What is your expert opinion of my .../ The con y kien

chuyen mon sau cua ngai ve ...
X xoa (foreborders)
X xoa la hnh thc giao tiep ngon ng phan anh ngc
thc tai:
- Nothing is wrong/ khong co chuyen g sai sot au.
- It doesnts matter... / Chuyen nay khong thanh van e
- I have nothing more to say. / Toi khong con g e noi
na.
Xuc tac chu y (interesters)
Xuc tac chu y la hnh thc giao tiep ngon ng kch thch
s quan tam cua ngi nghe.
- And do you know what he said? / Anh co biet ong ta va
noi g khong?.
- What do you think of .../ Ngai ngh g ve...
- I could say something about that./ Toi xin co chut y kien
ve van e o.
V vnh/ anh lac hng (self- doubt)
V vnh/ anh lac hng la hnh thc giao tiep ngan chan
ngi nghe quan tam en tnh chan thc cua nhng ieu se trnh
bay
- Ill do my best / Toi se co gang het sc
104
105
- Ill try/ Toi se th xem

- Believe me/ Xin hay tin toi
- Im not kidding/ Toi khong noi ua.
- I have to tell you.../ Toi phai noi that rang...
- I wouldnt lie to you/ Toi khong he noi doi .v.v...
Sau phat ngon Toi se co gang het sc co the se khong co
g xay ra trong cong viec v ban than ngi noi co the thieu nang
lc lam ieu anh ta a ha hen. Sau cac phat ngon Toi khong
ua, Toi khong he noi doi, co the ngi nghe se c nghe
nhieu ieu khong ung s that. Tng t, khi mot sep noi: I
want there to be complete frankness between us at all times/ Toi
muon gia chung ta luon luon la mot s thang than, th trong
long ang thc s nh noi: Dont tell me anything I dont want
to hear./ ng noi vi toi nhng ieu toi khong muon nghe.
Hoac khi mot sep khac noi: On the whole, your ideas sound
all right. Let me sleep on it.? Ve tong the, y kien cua anh nghe rat
c. Toi se ngh them ve van e nay toi nay, th ng tin rang
sep se mat ngu v y kien cua ban. Neu ban ch mot ieu g
tng t nh vay va sang hom sau, ban se rat de b that vong ay.
Pha am (dowers)
Pha am la hnh thc giao tiep boc lo s yeu the:
- Mind your own business/ Hay coi chng.
- Stay out of this/ Thoi xep van e nay sang mot ben.
- The matter is closed/ Mien ban tiep
106
- I dont want to hear any more/ Toi khong muon nghe

na.
(Nguon: Gerard Nierenberg & Henry Calero, trong
Lewicky: 1993)
Nha thoai thng dien ra trong cac hoan canh giao tiep
khi khong co s phan bo tng ng ve quyen lc va sc manh,
hoac khi thieu s that ci m gia cac ben tham gia giao tiep
A
f. Tnh thien cam:

Quanh ban am phan la nhng ca nhan ai dien cho cac
ben, co khi la oi phng cua nhau, du thai o ben trong thc te
la the nao, trong giao tiep am phan van phai am bao tnh thien
cam. Vang no, cuoc giao tiep thanh tran au khau va am phan
tr thanh mot cong viec au au.
Cung nh trong cuoc song hang ngay, co nhng ngi
thc te chang co bung da tam a g, nhng nhng li le cua ho
nghe de s qua, hoac co nhng ke tnh cam co khi ay chan
thc, nong nan ma lai c hay bac khau, tren ban am phan
cung co khi co nhng ngi chem to kho man. Cac nha am
phan thao viec luon la nhng ngi biet chon hnh thc thch
hp e cho phat ngon cua mnh mang mau sac thien cam hn.
Hnh nh cau Toi khong ngh ngai ung (I dont think you are
right) de nghe hn cau Ngai nham (You are wrong), hoac nh
cau Xin ngai giai thch them c khong (What do you mean)
de nghe hn cau That khong hieu ngai nh noi g (That doesnt
make any sense!). Ngi Viet co mot cau ca dao hay trong trng
107
hp chon li - Li noi chang mat tien mua, La li ma noi cho

va long nhau.
A
a
Nhng gao nc lanh doi vao qua trnh giao tiep:
1. Ra ch th
You must ... (Cac ngai phai...)
I expect you to ... (Toi mong cac ngai nen... )
You cannot ... (Cac ngai khong the...)
2. e doa ngam
You had better .. (Tot hn la cac ngai ...)
If you dont ... (Neu cac ngai khong ... th ....)
3. Khyen bao
You should ... (Cac ngai nen...)
Its your duty to ... (Cac ngai co ngha vu)
Its your responsibility to ... (Cac ngai co trach nhiem...)
4. Gi y khi chang ai yeu cau
Let me suggest... (Cho toi xin gi y cac ngai...)
It would be best if you ... (Vi cac ngai th tot nhat la....)
5. Tm cach day bao oi phng
Let me give you the facts ... (Cho phep toi trnh bay vi
cac ngai cac so lieu... )
Experience tells us that... (Kinh nghiem cho chung toi
thay...)
6. Nhan xet che bai oi phng
You are not thinking straight (Cac ngai suy ngh vong vo)
You are wrong (cac ngai nham)
7. Khen ma
You are an intelligent person (Ngai la ngi thong minh
ay)
You have much potential (Ngai qua la a tai)
8. Chup mu
You are a sloppy worker (Ngai la ngi khong thang than)
You really goofed on this one (Ngai nh ne tranh cho
nay ay)
9. Bnh luan tam ly
You are jealous (Ngai mac chng ghen roi ay)
You have problem with authority (Ngai gap rac roi vi
sep roi)
10. Coi nhe van e cua pha ben kia bang cach noi chung
chung:
108
109
Things will get better (Moi th roi se on)

Behind the cloud, there s silver lining (Sau cn ma la
ngay ep tri ay ma)
11. Coi nhe van e cua pha ben kia bang cach noi ua
Think about the positive side (Phai t duy tch cc len
ch)
You think youve got the problems (Cac ngai ch tng la
mnh co van e ay thoi)
12. Ke ca
Why did you do that? (Tai sao cac ngai lai lam the?)
Who has influenced you (Ai la ngi gay anh hng en
cac ngai vay?).
(Nguon: Mary Tramel & Helen Reynolds: 1993)
A
g. Tnh hai chieu hoac a chieu

Giao tiep ban than no la mot qua trnh hai chieu hoac a
chieu. Thanh cong trong giao tiep am phan trc het co ngha la
am bao s lu thong thong tin gia cac chieu khong b mac loi.
Do vai tro vo cung quan trong cua giao tiep trong cuoc song kinh
te, ngi Hy Lap co ai la nhng ngi au tien nghien cu qua
trnh hai chieu cua giao tiep am phan. Nhng khai niem cua
ngi Hy Lap co ve Logc, thuyet phuc, trnh bay van ban, li le
cho en nay, sau hn hai mi nham the ky, van con nhng gia
tr khoa hoc.
A
110
Mo hnh giao tiep cua ARISTOTLE

Ngi giao tiep
Thong iep
(Ngi phat tin)
Ngi nghe
(Ngi nhan tin)
Cung giong nh cac ly thuyet hai chieu ve giao tiep trong

thi hien ai, ly thuyet cua Aristotle tap trung vao cac yeu to can
ban cua qua trnh giao tiep: ngi noi, thong iep, thnh gia. Mo
hnh ve giao tiep cua Aristotle mieu ta di ay cho thay giao tiep
la mot qua trnh cau truc n gian trong o ngi giao tiep (ngi
phat thong tin) truyen mot y ngh, mot t tng, tnh cam cho mot
ngi khac (ngi tiep thu)
A
a
Trong nhng nam gan ay, mo hnh nay a c chnh ly
e co the tiep thu them cac phat hien khoa hoc cua cac nha hanh
vi hoc va tam ly hoc hien ai. Trong mo hnh giao tiep di ay,
giao tiep am phan c xem nh mot he thong phc tap bao
gom t tng, tnh cam, quan he, thai o, ky nang, muc ch giao
tiep cung nh qua trnh chnh ly va tien trien cua giao tiep.
A
a
Mo hnh giao tiep am phan
BEN A
Thuyet minh cho mo hnh:
C ch
BEN B
111
Trong mo hnh nay, ca nhan cac nha am phan va phat,

va thu thong tin. Ca ngi phat thong tin lan ngi thu thong tin
eu co mot khung tham chieu rieng (o la nhng muc ch, muc
tieu cua rieng ho, cac tieu chuan, cac gia tr kinh te van hoa ma
ho theo uoi cung nh cac d kien chien lc, sach lc, cac ke
hoach, cac phong cach cua rieng ho ...) Moi nha am phan tham
gia vao qua trnh hoat ong trong mot mang ng ngha (semantic
net) cho phep anh/ ch ta giai ma va moc noi tham chieu cac
thong iep nhan c. Moi nha am phan cung s dung cac ky
nang giao tiep cua mnh nh cac kha nang nghe hieu, oc hieu
(thuat ng quan trong ay la hieu v co khi ta nghe ma khong
hieu, oc ma khong hieu, hoac hieu cha het y cua ngi noi).
Cac tn hieu phi ngon ng va cac tn hieu c giai ma t cac
chuoi thong iep lai lam c s cho qua trnh phat thong tin tr lai
t pha ngi nhan thong tin. Qua trnh phan hoi thong tin co the
bang phng tien ngon ng hoac phi ngon ng. S phan hoi bang
phng tien ngon ng co the la mot phuc ap ngon ban (noi hoac
viet). S phan hoi bang phng tien phi ngon ng co the thong
qua mot c ch, mot hanh ong (mot cai ngap dai, mot nu ci
(ngi ta noi co ti 36 kieu ci), mot cai liec nhn hom hnh ...)
Am thanh nhieu (noise) hay con goi la tieng on la yeu to can
thiep tieu cc t ben ngoai, gay can tr qua trnh giao tiep, co khi
bop meo thong tin ngi nhan c.
Moi trng giao tiep (media) cung tham gia trc tiep vao
qua trnh vi t cach la mot yeu to ho tr tch cc. Qua trnh giao
tiep ch thc s thanh cong khi ngi phat thong tin va ngi tiep
nhan thong tin tm hieu thong iep thong tin nh nhau. Qua trnh
phan hoi thong tin cho phep s thuyet minh, giai thch, nhac lai,
nhan manh thong iep cho en khi no c thong hieu nh ung
ngi phat thong tin mong muon.
A
h. Tnh thi oan:

Tnh thi oan cua giao tiep am phan oi hoi phai ton
trong tnh trc mat, tnh lau dai cua muc tieu am phan. Qua
kh la mot nen tham khao tot cho viec thc hien cac giao tiep
hien tai va hien tai la c s cho nhng tot ep va co the cho ca
nhng tham hoa trong tng lai. Cac nha ly luan ve am phan
cho rang cac nha am phan lao luyen gianh rat nhieu thi gian
chuan b cho viec xem xet cac kha nang tng lai cua van e,
trong khi o, cac nha am phan thieu kinh nghiem lai ch hay
tap trung vao cac muc tieu trc mat. Nha am phan lao luyen
ngoi trc tnh the cua am phan nh ngoi trc mot ban c. Ho
khong ot chay giai oan va tnh c nhng nc c xa, e khoi
tham cai tam, thiet ong voi.
am bao tnh thi oan trong giao tiep am phan con co
ngha la ton trong oi phng, khong em cac tieu chuan ve thi
oan trong am phan cua mnh ap at cho oi phng. Trong
am phan thng mai, ngi My thng thch phng phap vao
e ngay, lat nga quan bai, trong khi o ngi Nhat lai thng
bat au qua trnh am phan bang nhng thu tuc xa giao ma theo
ngi My la rm ra, khong can thiet.
i. Tnh ong bo:
Tnh ong bo ay c hieu la s nhat quan gia y
ngh, tnh cam ben trong vi li noi, thai o, c ch trong giao
tiep am phan. Noi mot cach dan da, yeu cau ve tnh ong bo
trong giao tiep am phan la yeu cau nha am phan (thng mai
va rong hn, nha am phan noi chung) khong nen xanh vo o
long nh mot cau thanh ng Viet Nam a tong ket mot cach co
hnh anh. C s khoa hoc cua yeu cau nay la ly thuyet tro chi
(game playing) trong giao tiep am phan. Tro chi (game) ay
112
113
c nhn t kha canh phan tch giao tiep (Transactional Analysis,

goi tat la TA). Theo TA, tro chi la mot chien lc giao tiep ngam
cho ra mot ket qua tieu cc. Noi la ngam v ngi tham gia tro
chi ngoai mat th to ra ang lam mot viec thien cam va co ch
oi vi oi phng, nhng thc ra ong c ben trong e lam viec
o lai hoan toan ngc lai. Va cai ong c ay c thanh minh,
noi theo thuat ng cua TA, bang tam the cho rang Ta th tot (I
am OK), nhng oi phng la khong tot (They are not OK). Va
the la sinh ra mot on cong kch, thng di dang te nh.
A
a
Mot v du
Mot v du kinh ien ve tro chi giao tiep la tro NIGYSOB
(Now Ive Got You, You Son Of Bitch - Phen nay cho biet tay ta).
ay la tro bi long tm vet e day cho oi phng mot bai hoc.
Trong tro chi nay, ngi dng co phat hien mot sai sot nho cua
oi phng, v du - en cham, e lam cai c cho viec khai quat
hoa s oang v, s thieu nghiem tuc cua oi phng. Neu A la
ngi at tro, B la nan nhan, A co c s e khong hai long vi B,
e trut bao cam xuc don trong long. Bi long tm vet ay nhng
A van la ke cao thng:
A: Excuse me, What time do you have?
(Xin loi, theo ong ho cua ong th bay gi la may gi?)
B: About ten fifteen
(Khoang mi gi mi lam phut)
A: Didnt we agree to meet at ten on the nose?
(Co phai chung ta a ong y chac chan gap nhau luc
114
mi gi khong nh?)
B: Right. Im sorry. One of the team got a phonecall at the
last minute
(Toi xin loi. Mot oan vien trong oan toi ban mot cu ien
thoai ngay phut chot).
A: Lets stick to our word then, and not keep the members
of my committee away from all their other obligations. I should
certainly hope these negotiation are as high a priority for you as
they are to us.
(Ta a en hen th nen y hen, va phai au cac thanh vien
trong phai bo cua toi khong co nhng ngha vu khac. Toi rat hy
vong rang cuoc am phan nay cung c xep mot trat t u tien
cao pha cac ong cung nh no a c coi nh vay pha
chung toi)
(Nguon: Reading 6-3, Lewicky: 1993)
A
Cai niem vui ma A a co c sau khi lay mnh ra lam

gng e day do B la cho B co khi tng A nghiem tuc thc s
ch khong ngh en chuyen A khieu khch mnh. Nhng ma e
lam g? Trong tro chi giao tiep kieu nay, suy cho cung, khong co
ke chien thang.
j. Tnh tnh huong:
Trong kho tang chuyen ci dan gian Viet Nam co mot
cau chuyen hay ve tnh tnh huong trong giao tiep
A
115
Chuc cho anh ch tot oi

Nhan ngay tri nang ep, chang Ngoc i chi xuan. Ngoc
qua mot lang no va thay trong lang co mot am ci linh nh.
Ngoc muon vao an co ci lam, nhng v anh ta la ngi x la
nen khong ai mi, Ngoc anh v khong quan tam, bo i, nhng
trong bung van lay lam bc tc lam. Toi ve en nha, Ngoc than
van vi v ve chuyen o. V Ngoc la ngi thong thao gioi giang
moi chuyen, au yem dan Ngoc:
Mnh a, lan sau neu mnh muon ngi ta mi, mnh c
than nhien bc vao trong am ma va noi to: Chuc cho anh ch
tot oi!. The nao ma cha c ba chen no xoi chan che!.
Ngoc inh ninh thuoc li v dan.
Hom sau, Ngoc lai i chi xuan. Suot doc ng, Ngoc
ch lam bam Chuc cho anh ch tot oi! v s biet au l quen
mat li v dan. ang lam bam th thay co am ngi nhon nhp
chay ngc chay xuoi. Th ra trong lang ang co am chay ln.
Ngoc hoi ha chay theo dong ngi, ti tm gap chu nha, roi ln
tieng noi: Chuc cho anh ch tot oi!. Chu nha nghe xong, trn
tron mat v tng Chuc cho anh ch tot oi la Chuc cho anh
ch toi ot!. Ngoc lien b mot tran on nh t.
Va khong c an, lai va b anh, Ngoc ham ham ve
nha tm v...
A
a
Tat ca cac nha am phan khong ai la chang ngoc, trai lai,
o la nhng con ngi thong minh va co tha kinh nghiem day

dan, nhng con ngi cung ch v quyen li oi lap nhng lai phu
thuoc lan nhau ma ho phai oi dien nhau trc ban am phan.
Tnh huong am phan v the giong nh bong may tri, muon

hnh muon dang. Ngon ng cua con ngi cung a dang khong
kem. Tren the gian nay khong he co chuyen hai ngi noi giong
het nhau.
Im lang cung la hnh thc giao tiep: im lang khong han la
ong y, nh mot cau thanh ng van quen nghe. Im lang e lang
nghe, e thu lm thong tin va x ly no. ay cung la bieu hien
cua tnh tnh huong trong giao tiep am phan.
4.2. Cac ky thuat giao tiep can ban

4.2.1. Sc manh cua s im lang trong am phan thng mai:
ieu g se xay ra khi oi phng ngng noi va ta phan
ng? Ta noi mot ieu g o, ta at cau hoi, ta phan bac e ngh
cua ho. Ta neu dan chng chng minh quan iem cua ta la ung,
duy nhat ung. o la chuyen thng tnh trong am phan, v
thng co xu hng chung cho rang im lang la khoang thi gian
chet ma ta co ngha vu phai lam cho no song. Phai noi, tham ch
phai noi mot cai g o ng ngan. That khong may, ieu nay thng
dan en mot ket qua khong hay a tng lam cot cho bao nhieu
cau chuyen ci, ch co tac dung giup ngi khac giai tr. Cai hai
sinh ra tren c s s nhan thc ve s dot nat cua ngi khac, co
ngi phat bieu nh vay. Con vi muc tieu cua am phan, chac
chan khong co cuoc am phan nao lay muc tieu la s giai tr.
Hiem ngi nhan ra rang s im lang - t than no va trong
no - co the la mot cong cu co gia tr. Va neu c thc hanh phai
chang, s im lang nhieu khi noi nhieu hn nhng bai phat trien
dai, bao ve cac ieu khoan trong am phan. S im lang co the
c s dung e thong bao s kho chu, e nhan manh mot iem,
116
117
e buoc ben kia tiep tuc phat bieu. Va khi ngi ta noi trong khi
cha co chuan b, khong muon, co nhieu ieu tuyet vi co the xay
ra, t nhng g ngi canh sat thu c qua li thu nhan en
nhng g nha am phan at c qua nhng bo.
Im lang con la mot vu kh thuyet phuc e chuyen tai s
that vong. V du, khi mot nha am phan ket thuc phat bieu va hoi
ngai ngh the nao?, ta ch viec lac au ben no qua ben kia la a
noi het roi. Neu ta e nhieu giay, im lang ma quai troi i, oi
phng cua ta lai buoc phai vao cuoc (noi).
Im lang di hnh thc im lang ngan trong chuoi li noi
con co tac dung thu hut s chu y cua oi phng. Tai sao t nhien
lai co s ngat quang trong chuoi li noi cua oi phng. oi
phng cua ta co the v muon tm hieu va tap trung hn vao
nhng g ta noi.
S im lang con tac dung bieu th s mien cng. Khi ta
dng lai roi noi tiep, c ch o ham y ta khong muon noi ieu ta
noi. Va ay la tn hieu thien cam cua ta oi vi ngi nghe; tn
hieu o co the giup cho pha ben kia cam nhan va mong muon
hp tac cua ta e i en thoa thuan.
4.2.2. Lang nghe trong am phan thng mai:

Trong cuoc song hang ngay, t ai nhan mnh la ngi nhieu
li. ng nhien, tuyet ai a so chung ta ai cung t cho ta kha
nang la biet lang nghe. Song o co le la tuyen bo con xa s that,
bi v ngay trong cuoc song hang ngay, a co khong t hieu lam.
Va neu ngay trong cuoc song hang ngay, viec khong biet
lang nghe t khi gay ra nhng hau qua nghiem trong cho ngi
khac, th trong am phan, van e khong han la nh vay. Trong
am phan, lang nghe khong phai la ch phep lch s trong giao

tiep, ma la mot yeu to can thiet, v nha am phan khong the lam
khac khi mac ca ve gia san pham/ dch vu trao oi.
Trong am phan, ngoai chc nang thu lm thong tin,
viec lang nghe con mot so li the khac: (1) e cho pha ben kia
noi khi ta lang nghe se giup ta phat hien s thieu nhat quan co
the co trong quan iem cua pha ben kia; (2) Lang nghe con giup
phat hien nhng iem then chot co gia tr e suy oan o chan
thanh trong phat bieu va trnh bay cua pha ben kia.
Di ay la mot so thu thuat nham tang cng kha nang
biet lang nghe cua nha am phan:
Chu y: ung la khong phai luc nao cung tap trung chu y
c, nhat la trong cac cuoc am phan keo dai. Nhng neu khong
chu y, ta se bo qua cac van e quan trong.
* Phat mot thong iep cho thay ta ang lang nghe (mot
cai nhn, mot nu ci, mot cai gat au... )
* at cau hoi mot cach de nghe (bang mot ngon ng va
ieu ng trung tnh), tranh gay cam giac ta ang hoai nghi nhng
ieu ta ang nghe cho oi phng.
* Quan sat nhng c ch cua nha am phan pha ben kia
(v du: s boi roi cho thay nha am phan khong chac chan ve
nhng g mnh noi.)
* Khong cat ngang: Mot loi pho bien nhat cua nha am
phan la phan bac tc th nhng cho thieu nhat quan trong quan
iem cua oi phng. Nhng xin hay nh, muc ch khong phai
la e noi, ma la e thu lm y kien nham lam cho quan iem
am phan cua ta co c s hn.
118
119
* Kien nhan: Ta cung phai hoc cach kiem che s cam do

muon phat bieu giup khi nha am phan kia gap nhng kho khan
trong cach dien at. Trc het, s giup cua ta se lam cho nha
am phan kia bc boi. Them na, hap tap phat bieu ho co khi lai
la noi ve quan iem cua ta.
* Thien cam: Ta thien cam vi pha ben kia e nhan lai
s thien cam cua ho. ieu nay giup vt qua cac iem kho khan
trong am phan mot cach de dang.
* Yeu cau giai thch nhng iem ta cha hieu: Khi nha
am phan kia phat bieu xong, co the hoi cau hoi ve nhng iem
ma anh ta cha e cap nhng lai lien quan en hp ong tng
lai. Xin hay nh, cai khong c noi ra cung quan trong nh cai
noi ra.
* Tm khu vc thoa thuan cho hai ben khi lang nghe y
kien trnh bay cua pha ben kia. ieu nay giup ta thu hep pham
vi cac van e ma o rat co the xay ra bat ong. Cat giam pham
vi cac van e bat ong la lam tang hieu qua cua am phan.
4.2.3. Ky thuat at cau hoi trong am phan thng mai:

Tren ban am phan, ngi ta khong bao gi lat nga quan
bai len cho ta chon. Ngc lai, oi phng muon ta biet ve ho
cang t cang tot va ch a ra nhng lap luan nham bao ve quan
iem cua ho. V vay, ta phai biet cach at cau hoi e thu lm
thong tin nham phan biet that gia. Tat nhien, ve thu lm thong
tin co nhieu cach, v du nh lang nghe (nh a trnh bay muc
1.3. chng nay) bang cach lang nghe, ta phat hien nhng chi
tiet va nhng iem nghi van e hoi vao thi iem phu hp. The
nao la thi gian phu hp? Thong thng ta khong cat ngang phat
bieu cua ngi khac (oan khac) bang cau hoi cua ta. Ho noi
120
cang dai, cang co c hoi cho ta thu lm thong tin co gia tr.
Cung xin nh, khong ai c im lang ma lai s lo b mat. V vay, khi
ta nghe co chan, van phai kien nhan. o la s kien nhan c tra
gia.
Loai cau hoi ta at se phu thuoc vao noi dung cu the cua
am phan. Thong thng, ta muon tm hieu quan iem am phan
cua oi phng, muc tieu cua ho, tnh kha dung ve mc gia cua
ho. Noi cach khac ta muon xem oi phng can g, tai sao va
nhan nh g qua thoa thuan.
Di ay la mot so loi ky thuat trong cau hoi am phan:
* Khong at cau hoi co the tra li bang co hoac khong, tr
khi o la ieu ta can.
* at cau hoi yeu cau tra li bang so lieu, ch khong phai
la giai phap.
* Ng ieu cua cau hoi la trung tnh va thai o hoi la bnh
tnh. Nhng cong kch to mom hoac ap at khong mang lai nhng
ap ng tch cc.
* Neu ta nh lay thong tin kho moi, hay at mot loat
cac cau hoi mem mong trc e t ong hoa cau tra li cua oi
phng. Sau o ta at cau hoi chnh.
* Neu ta ghi chep cham hoac yeu ve ky thuat lay tin, ta
hoi cau hoi can mot cau tra li ky thuat dai e co thi gian thu
nhat thong tin. Co nhng khi oi phng khong muon trao thong
tin cho ta, ho a ra li ha se quay lai van e, hy vong ta se quen
chi tiet ho ha. Bi vay, ta khong nen quen (bo qua) nhng cam
ket se trnh bay sau, va am bao theo uoi nhng cam ket o en
khi ta nhan c thong tin.
A
121
Cac loai cau hoi trong am phan

Chung toi biet rang nghien cu cau hoi la mot van e a
c trien khai tng oi rong rai trong cac cong trnh nghien
cu ng phap, giao hoc phap, hoac ngon ng hoc so sanh oi
chieu. Xet ve mat cau truc (nh trong cac nghien cu ng phap
hoc truyen thong bay nay) cau hoi c chia thanh cau hoi chung
(Yes/ No Questions), cau hoi ac biet (Wh- Questions), cau hoi
co uoi (Tag- Questions). Trong phan di ay, chung toi trnh
bay tom tat cac loai cau hoi e cap en trong Hng dan chien
lc va chien thuat am phan (Chester Karrass: 1993). Cau hoi
trong dan giai cua Karrass c xem xet chu yeu t goc o ng
dung hoc va ap dung cho mot ng canh cu the la am phan
thng mai.
1. Cau hoi co nh hng (direct questions)
Cau hoi co nh hng c dung khi ngi nghe khong
thc s quan tam hoac chan ch trong viec ra quyet nh. V du
khi ngi ban hoi ngi mua muon lay loai hang mau nao, mau
xanh hay mau o va ngi mua noi xanh cung c, o cung
c, mau nao cung c th o la thi iem at cau hoi hng
dan. Cau hoi co nh hng la cau hoi mang tnh cu the, yeu cau
tra li ve nhng iem cu the.
Cac v du ve cau hoi co nh hng:
- What have you been paying? / The ong (ba) van thng
mua mat hang nay vi gia bao nhieu?
- What price must I meet? / The toi phai tra en bao nhieu?
- What will this change cost me? / The toi phai chi bao
nhieu cho thay oi o?.
- When did you first become unhappy about that feature?/

ong bat au kho chu vi chi tiet o t bao gi?
2. Cauhoi khong nh hng (Non-directive questions)
Cau hoi khong nh hng la nhng cau hoi khai quat,
khong rang buoc ngi tra li i vao cac noi dung cu the nh
trong cau hoi nh hng. Ngi tra li co the e cap mot noi
dung rong hay hep tuy y va co the kem so lieu, nhan nh, anh
gia cua mnh trong cau tra li. Cau hoi khong nh hng c
hoi ung luc nhat khi pha ben kia co mong muon boc lo ban
than.
Cac v du ve cau hoi khong nh hng:
- How do you determine a price on space part? / Lam the
nao ma cac ong nh gia c cac phu tung?
- What requirements are most important to you as a buyer
of ... / Vi t cach la khach mua,... , ong co nhng yeu cau g
- How do you feel about the quanlity of our discount goods?
/ Ong cam thay the nao ve chat lng cac mat hang ha gia cua
chung toi?
- We have treated you well in any circumstance, havent
we? / Du hoan canh nao th chung toi van oi x tot vi cac ong
ung khong?
3. Cau hoi trnh bay thong tin (questions that gives
information)
Cau ho trnh bay thong tin la cau hoi cung cap thong tin
cho ngi nghe.
122
123
Cac v du ve cau hoi trnh bay thong tin:

- Have you had a chance to look at our new product? /
Cac ong a co dp xem san pham mi cua chung toi cha ?
- Would it be fair to say that you feel this way...? / Khong
biet co cong bang khong khi noi cac ong ang cam thay...?
- Do you know that we check each part six ways? / Cac
ong co biet rang chung toi kiem tra ti tng chi tiet bang ca sau
phng phap khong?
- You are surprized at our low price, arent you?/ Cac ong
ngac nhien trc gia ha cua chung toi phai khong?
- If I understand you correctly, you are still hestinating
about our product quality, arent you?/ Neu chung toi hieu ung
th cac ong van con ngan ngai ve chat lng san pham cua chung
toi, ung khong?
Sau nhng cau hoi trnh bay thong tin thng la nhng
luan giai (dai).
4. Cau hoi kch thch suy ngh (questions that stimulate
thoughs)
Cau hoi kch thch suy ngh la nhng cau hoi khien ngi
b at cau hoi phai xem xet lai cach ngh cua mnh va th suy
ngh theo hng khac.
Cac v du ve cau hoi kch thch suy ngh:
- Would you consider a two year contract?/ Cac ngai co
the xem xet mot hp ong hai nam c khong?
- How does this idea grab you? / Cac ngai da y tng nay
tren c s nao?
- Are you sure? / Cac ngai co chac nh the khong?
- What if we ordered twice as many?/ Neu chung toi at
hang vi so lng gap oi th the nao?
- Inflation is a problem, isnt it?/ Phai tnh en ca van e
lam phat na, ung khong?
- Would you consider a deal like this?/ Cac ngai tnh ban
bac the nay thoi sao?
5. Nhng cau hoi kch thch ra quyet nh (questions that
cause decisions to be made)
ay la nhng cau hoi dung e ket thuc van e. Chung
cung co tac dung kch thch oi phng xem xet ra quyet nh va
ket thuc ban bac.
Cac v du ve cau hoi kch thch ra quyet nh:
- Will you take it or leave it?/ Cac ngai chap nhan hay t
bo?
- How many do you want to order?/ Cac ngai nh at
hang bao nhieu?
- Did you know that the price is going up Monday? Better
act now.? Cac ngai co biet en th hai tuan sau th lai gia khac
roi khong? Tot hn het la quyet nh i.
- Are you prepared to give us the whole order if we reduce
the price by 10 percent? / Neu chung toi giam gia 10% lieu cac
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125
ngai co cho chung toi hng toan bo n at hang khong?

6. Cau hoi xo xien (loaded questions)
Cau hoi xo xien la cau hoi cha ngam trong noi dung cua
no mot nh kien xau hoac mot bieu hien khinh thng cua ngi
hoi oi vi ngi b hoi.
Cac v du ve cau hoi xo xien:
- Do you still beat your spouse?/ ong hoi nay van hay
anh v ay ch?.
- Is your accounting system still bad?/ He thong ke toan
cua cac ong hoi nay van toi nh trc phai khong?
- Are you askingme a loaded question again?/ Ong lai nh
hoi xo xien toi na hay sao?
- When did you first see the problem?/ Ong phat hien ra
van e khi nao vay?
7. Cau hoi map m (ambiguous questions)
Cau hoi map m la cau hoi co the c hieu bang nhieu
cach.
Cac v du ve cau hoi map m:
- How do you put this quote together?/ Ong gop bao gia lai
the nao?
- That doesnt look right, does it?/ Trong the khong on,
ung khong?
- The cost look high, dont they?/ Trong chi ph cao qua,
ung khong?
- You can do better than that, cant you? / Cac ong con co
the lam tot hn, ung khong?
8. Cau hoi dan dat (leading quesitions)
Cau hoi dan dat la loai cau hoi giup chuyen sang mot
hng tm hieu khac hoac hng lap luan cua ngi tra li tng
bc, tng bc chuyen theo logc cua ngi ra cau hoi. Cau hoi
dan dat con co the la mot cai bay trong khi ngi hoi muon kiem
tra xem ngi tra li co noi that hay khong?
Cac v du ve cau hoi dan dat:
- Are you sure of that figure? It seems to be different on
page 2. Which is right? How do you explain that? Now look at
your summary. Its different again. Lets start from my figure in
that case./ Ong co chan chan ve con so o khong? Xem trang 2 lai
thay khac. Cho nao la cho ung? ay lai con cho tong ket na.
Con so lai khac. Thoi the nay th bat au lai theo con so cua toi
i.
9. Cau hoi tu t (rhetorical questions)
Cau hoi tu t la cau hoi thc te khong can cau tra li.
Cac v du ve cau hoi tu t:
- Do you really want me to believe that?/ Co ung la ngai
muon toi tin nh the khong?
- Do you always come so well prepared or are we just
lucky?/ ay la do cac ngai luon chuan b ky hay ch n thuan la
ta gap may?
126
127
- Isnt that a coincidence?/ ay phai chang la s trung

hp?
- Now what do you think my boss would say to that?/ a
the nay ngai ngh sep cua toi se noi g ve chuyen nay?
10. Cau hoi that (candid questions)
Cau hoi that la cau hoi ngu y hoac giup tao ra mot s gan
gui chia se.
Cac v du ve cau hoi that:
- What is the least you will take? Tell me. / t nhat phai
bao nhieu th c? Ong noi i.
- You and I both know thats right. Right?/ Ca cac ngai va
toi eu biet the mi phai. ung khong?
- Can you trust me? Cac ngai khong tin toi noi sao?
11. Cau hoi ket luan (closure questions)
Cau hoi ket luan la cau hoi giup khep lai cuoc thao luan
tam thi hoac vnh vien.
Cac v du ve cau hoi ket luan:
- Cant you see? This is better for you./ Ngai khong thay
sao? ieu nay tot hn han cho ngai.
- Is that your final offer? / o la li chao gia cuoi cung cua
cac ngai phai khong?
- Do you know how good a deal youve offered me?/ Ngai
co biet la ngai a chao toi mot thng vu tot en the nao khong?
128
- Youve seen my costs. Can you ask me to lose money. I

wont. / Ngai a thay chi ph cua chung toi bo ra roi. Ngai muon
chung toi lo chang? Khong au.
(Nguon: Chester Karrass: 1993)
A
4.2.4. Ky thuat tra li cau hoi trong am phan thng mai.

Nha triet hoc Anh the ky XVI, Sir Francis Bacon, noi rang
am phan la mot qua trnh kham pha. Cau hoi c a ra va
c ap ng bang cau tra li, roi en tuyen bo, bac bo hoac ieu
chnh. Nha am phan phai chu mot ap lc ln e co nhng
nhan nh, nhng cau tra li hp ly cho nhng cau hoi. Van e
cho t ai trong so chung ta co kha nang a ra cau tra li my man
mot cach tc th. Thng nhng cau tra li ay loe len sau khi cau
hoi a la chuyen qua kh, khi ngi ta ngoi tren xe e i ve nha
chang han.
Nh vay, muon tra li tot phai co s chuan b. Co le viec
quan trong nhat la tnh trc nhng cau hoi co the se c oi
phng neu ra. Muon vay, ta can:
* Co thi gian suy ngh
* Khong a ra cau tra li neu khong hieu cau hoi.
* Phat hien nhng cau hoi khong ang tra li.
* a ra nhng cau tra li ch thoa man mot phan noi
dung cau hoi ch khong phai la toan bo cau hoi.
* Tm cach lang tranh cau hoi bang cach a ra cau tra
129
li lac e, cau tra li cho mot cau hoi nao o khong c hoi.
* Hoan cau tra li v ly do cha u tai lieu hoac khong
nh.
* Buoc pha ben kia t tm cau tra li, o la, yeu cau ho
lam ro lai cau hoi cua ho.
* Khi co ngi cat ngang, vui ve chap nhan s cat ngang
o.
Ky thuat tra li cau hoi nam cho ng trc mot cau hoi
ta xac nh c tc th cai g nen noi ra, con cai g khong nen
noi ra, va dung lng cua moi th la bao nhieu. Ky thuat tra li
cau hoi trong am phan khong nam cho a ra cau tra li ung
hay cau tra li sai. Cau tra li ung trong am phan cha han a
la cau tra li hay, ma con co the la nhng cau tra li ng ngan.
Cau tra li lac e, tham ch sai lac han so vi cau hoi cha han la
bieu hien cua s han che kien thc, hay khong hieu cau hoi (nh
trong cac giai thoai ve cac hoc sinh kem trong cac lp hoc ngoai
ng). Ban am phan khong phai la lp hoc hay hoi thao khoa
hoc. Quanh ban am phan, con ngi can c thuyet phuc,
nhng cau tra li vang a, tha khong v the rat kho tm. Co
mot cai g o giong nh giai thoai ve nha ngoai giao (Khi nha
ngoai giao bieu lo s nhat tr th phai hieu o la s co the; khi nha
ngoai giao noi co the th phai hieu o la khong; khi nha ngoai
giao noi khong, anh ta khong con la nha ngoai giao na). Cac
nha am phan thng mai cung rat than trong khi tra li phu
nh, ngay ca khi buoc phai bo ban am phan.
4.2.5. Ky thuat tra li ma khong tra li.

Co mot cau chuyen vui ke rang: Hai v chong nha no rat
130
yeu nhau. Mot em, trc khi i ngu, ngi chong noi vi ngi
v: Anh biet chung ta rat yeu nhau. Anh yeu em va em yeu anh.
Nhng khong hieu v sao c moi lan anh hoi em ieu g so th
em lai tra li anh bang mot cau hoi. Ngi v lang nghe cham
chu, roi ap That the a, anh than yeu cua em?. Trong cuoc song
hang ngay, ta co the tra li mot cau hoi bang mot cau hoi, v du:
Hoi em yeu anh khong?, ap: Sao anh lai hoi em nh vay.
Cau tra li van la cau tra li nhng khong tra li g het.
A
a
Nhng cau tra li khong phai la nhng cau tra li
Trong am phan thng mai, viec a ra nhng cau tra

li khong phai la cau tra li co tac dung giup nha am phan co
nhieu thi gian e suy ngh va phan ng trc oi phng, duy tr
the chu ong va anh lac hng oi phng. Di ay la mot so
v du ve nhng cau tra li nhng khong tra li:
- Please, repeat the question (Xin hay nhac lai cau hoi)
- I dont quite understand the question (Toi cha hieu
ro cau hoi cua ngai)
- That depends on ... (Van e nay con phu thuoc vao... )
- Thats quite another subject. (ay lai la mot chu e
hoan toan khac)
- Youve got to understand the history. It really began...
(Ngai nen nam van e cho co ngon nguon. Khi thuy van e...)
- Before I answer that youve got to understand the
detailed procedure... (Trong khi ch i toi cong nhan ung la
ngai a hieu thu tuc chi tiet...)
131
- It appears to me... (Theo nh cho toi quan sat c...)

- As I recall it... (Theo nh toi con nh...)
- I dont recall (Toi khong nh)
- I have no first- hand experience with that but have
heard... (Toi khong trc tiep nam van e nay, nhng theo toi
c biet...)
- It varies because... (van e nay con tuy v...)
- Sometimes it does work that way. (oi khi nh the th
cung c)
- Its not a question of yes or no. Its a question of degree,
more or less. (ay khong phai la van e ong y hay khong ong
y. ay la van e ve mc o, them len hay bt i)
- Your word is just splitting hairs. You are like a professor
playing with words. (Cau hoi cua ngai chang khac g che si toc
lam t. Ngai giong nh mot giao s thch chi ch)
- You must understand the reason. It was not just one
thing that caused it. But many. For example... (Ngai nen nam
can nguyen. Khong phai ch co mot nguyen nhan ma la nhieu
nguyen nhan gay ra chuyen nay...)
- Lets get specific (Chung ta nen e cap vao nhng van
e cu the)
- It generally works that way (Nhn chung th phng
thc o cung kha d)
- Please break the question down into parts (Xin ngai
132
neu van e thanh tng muc)

- No. Its not the way you said (Khong, noi nh ngai
khong ung)
- I cant talk about that because... (Toi khong the ban ve
chuyen nay, v...)
- Its a matter how you look at it (Van e no nh the la v
ngai nhn thay no nh the).
- I dont mean to quible with you but... (Toi au co muon
vong vo tranh luan vi ngai, nhng...)
- I cant agree with the statement part of your question
(Toi khong the tan thanh phan khang nh trong cau hoi cua
ngai)
(Nguon: ChesterL. Karrass: 1993)
A
4.2.6. Ky thuat x ly nhng cau tra li map m:

Nhng cau tra li map m co gia tr thong tin khong hn
g s im lang. Nhng cau tra li map m cho thay pha ben kia
khong c minh bach lam trong quan iem ve van e c hoi.
Co hai ly do dan en cau tra li map m: (1) Co the la cau hoi cua
ta qua d hoac (2) Cau hoi cua ta hay qua, t nhat theo quan iem
cua oi phng.
V ly do g i chang na, nhng cau tra li map m la
nhng cau tra li ong ngha vi s lanh lung va gay cam giac
kho chu, v cai ch cua ta khong c ap ng. Trong nhng
trng hp nh vay:
133
* Ta nhac lai cau tra li cua oi phng va yeu cau lam ro

nhng chi tiet cha lam ro.
* Bo qua nhng cau tra li cha phu hp nhng se at lai
cau hoi (ma ta a hoi) vao mot thi iem bat ng nao o. Thu
thuat nay cho ta mot cau tra li hoan toan khac do yeu to bat ng
lam mat s phong b cua oi phng.
* at nhng cau hoi tiep theo e a oi phng vao
guong cua ta.
* Kien tr hoi en khi ta tm c cau tra li. Ta khong
ngai khi oi phng noi cau. V nhng cau hoi ch la thu thuat
cua oi phng e tranh tra li.
4.2.7. Ky thuat giai ma cac tn hieu ngon ng va phi ngon ng:

Nha am phan nao cung la ngi suy oan y ngh e xem
oi phng ang ngh g. Suy cho cung, am phan ch la mot
cong viec nhe nhang neu ta biet oi phng ang oi x cong
bang vi ta hay ch huyen hoang tuyen truyen e tm li the.
Song that gia kho lng nen ta phai tm cac mau chot e phan
nh. Cac mau chot o co the tm c trong (1) Thai o cua oi
phng; (2) Dien mao cua oi phng; (3) C ch cua oi phng;
(4) Giong ieu cua oi phng.
a. Thai o:
Ta xem oi phng la ke hanh tien, than thien hay thang
than. Neu la ke hanh tien, cuoc am phan se dien ra trong khong
kh oi ch. Neu oi phng la ke co thai o than thien, thoai
mai, am phan se dien ra trong hp tac giai quyet van e. Du
cho cam giac ban au cua ta ve oi phng la the nao i na,
cung khong nen voi va tin vao cac gia thiet ve thai o cua oi
phng ngay. Co the oi phng co thai o nha nhan, than thien
khi mi gap, nhng ch can va bat ong vi anh ta, anh ta a
nh ngoam co, moi ruot ta roi.
b. Dien mao:
Dien mao co the la ta. Ngay t nhng bai hoc v long ve
cuoc i, ngi ta a biet co nhng con soi oi lot cu, co
nhng ke mat nhan t ma bung hiem ac (Phan Boi Chau). Ngc
lai, cung co nhng ngi ng an, trung thc nhng hnh thc
be ngoai th kho coi. Nha am phan dung ca kinh nghiem, ca
linh cam, ca thong tin gom c e co cach hanh ong. Noi
cach khac, khi gap mot oi phng co dien mao khac thng,
nha am phan phai lien he cai quan sat c vi nhng d lieu
khac e am bao s chnh xac cua cam nhan.
c. C ch:
Mot nu ci, mot cai chau may, mot cai liec mat hom
hnh co the la tn hieu phan hoi trc nhng ieu ta noi. Song
cung can lu y co nhng nha am phan gia i hay phat tn hieu
rm. Ta phai can than e ng qua tin vao ngon ng c ch. Co
nha am phan ma ta co cam tng neu troi tay ong ta lai th ong
ta khong noi c. Cung co nha am phan ngoi ngay ngi tren
ghe. Cha han nha am phan hieu ong a la ngi nang ong
va cha han nha am phan ngoi nghiem a la ngi nghiem
khac, kho ban bac.
d. Giong ieu:
Tuc ng Nga co cau: Quan trong khong phai la ban noi
cai g, ma la ban noi the nao. ung vay, ngi ta kho ma co the
giau c y ngh qua giong noi. Cai giong noi ay co khi qua ro e
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135
ta biet oi phng muon noi g vi ta o ngu, cac anh nh lam

g? nh an cap ca doanh nghiep cua toi hay sao?. Nhng cung
co khi gong noi ay rat kho giai ma. Khong can than, ta rat de b
la trc cai Be ngoai thn tht noi ci. Ma trong nham hiem
giet ngi khong dao (Nguyen Du), trc cai Mieng nam mo,
bung mot bo dao gam cua oi phng. Van e cho nha am
phan phai tinh tng, phai e y e khoi b nham. Mot ong
nghiep tam s cung chung toi: Ngi thong minh co ba pham
chat: e y; Nh nhanh; va Tao nhanh cac moi lien he ben trong
va ben ngoai. Trong ba pham chat ay, e y la pham chat quan
trong nhat.
4.2.8. Ky thuat khac phuc nhng tr ngai giao tiep trong am

phan.
Tr ngai giao tiep pho bien nhat trong am phan la chuyen
ai noi nay nghe. Hien tng nay xuat hien khi ben nao cung cho
rang quan iem cua mnh la ung. e khac phuc khuynh hng
nay, ta can tnh tao trc nhng phat bieu. Trong nhng cuoc
am phan keo dai, yeu to met moi cung lam han che s tap trung.
V the, canphat hien cac dau hieu met moi va neu can ngh uong
ca phe, ngh an tra hoac i tham phong canh trong mot ngay.
Ben canh, cung can lu y en mot so ky thuat am bao
thong thoang qua trnh giao tiep trong am phan, o la:
* S dung tr hai hc: Nham lam cho khong kh am
phan thoai mai, than thien hn. Dung lng can thiet cua hai
hc cung can tnh sao cho hp ly e ng thai qua, bien ta vao
v the kem chi phoi ve sau.
* Chuyen trong tam: nhng bao cao tai chnh va ky thuat
dai de lam cho ngi ta buon ngu. Vay khi phat hien moi ngi
khong chu y lang nghe, ta hay chuyen trong tam sang mot van e
khac, e lui van e ang trnh bay ve sau.
* Giai ngha cac iem nham lan, nham am bao ngi
nghe hieu nhng g ta trnh bay. Trong trng hp ngi nghe
khong hieu khi a co giai thch, ta phai tm ngon t khac e luan
giai.
4.2.9. Ky thuat trnh bay lap luan trong am phan

am phan ve c ban la mot tran au khau. Nhng kha
nang tranh luan cua ta du tot en au cung la vo ngha neu ngi
ban khong ban va ngi mua khong mua, ngha la khong co thoa
thuan. V the khi trnh bay lap luan, luon phai tnh en quan
iem cua pha ben kia va tnh en mau chot thuc ay pha ben
kia chap nhan nhng e ngh.
Di ay la mot so tieu xao:
* Chng minh lap luan cua ta bang dan chng. Nhng
dan chng nay se co gia tr thuyet phuc hn nhieu neu co xac
nhan cua mot ben th ba.
* Dan y kien chuyen gia e bao ve quan iem. y kien cua
chuyen gia cang co tham quyen cang co gia tr thuyet phuc. Trong
nhng trng hp cu the, co the s dung ngay chuyen gia cua
pha ben kia e chng minh cho luan iem cua ta.
* Tranh cach noi hu hoa hoac khong co c s. Pha ben
kia se ch chu y en nhng lap luan tren c s so lieu.
* Tuy khong nhan vao nhng iem yeu trong e ngh cua
ta nhng cung khong nen lang tranh. Neu co the, ta t neucac
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137
iem yeu o vi nhng thuyet minh ve kha canh tat yeu cua no.
V du gia cua chung ta tuy co cao hn gia canh tranh, nhng o
la v phai cong them cac phu ph e am bao chat lng cao hn
cua mat hang. Cho phep toi trnh bay cac chng nhan ve chat
lng ma.... Cai ta lam ay la t ta neu van e trc khi pha
ben kia at van e iem yeu trong e ngh cua ta, va v the, ta co
the x ly van e tho cac ieu khoan cua ta ch khong phai cua
oi phng. Cung qua o, yeu to tin cay gia ta va oi phng
c tang cng.
4.2.10. Nhng ky thuat thuyet phuc c ban

Tnh hp ly cua quan iem am phan cua ta la yeu to
quyet nh trong thuyet phuc pha ben kia i en thoa thuan. Tuy
vay cha han luc nao ieu nay cung ung. Ngha vu cua nha am
phan la phai lam cho pha ben kia tin la ho se at c mot thoa
thuan co li nh ta muon ho tin.
Di ay la mot so ky thuat c ban
1. Luon luon dung cau ngan, ro rang, khuc chiet e am
bao cho ngi nghe hieu c, hieu ung, hieu ro nhng g ang
c trnh bay. Cac nha van ln tren the gii eu la nhng nha
van viet de hieu. Ngi trnh bay van e tot la ngi noi ieu kho
hieu thanh de hieu.
2. Toc o va phai e c toa co the de theo doi va ghi
chep. Theo Chester Karrass, co the tm cac chuyen gia am phan
sanh soi (experienced professional) trong cac phien am phan nhon
nhp bang cach quan sat toc o cua cac nha am phan tren dien
an. Nhng ngi lnh mi (tan binh) trong mot tran anh la nhng
ngi i mot lt het ca mot bang an. Nhng ngi lnh thien
chien la nhng ngi ban thung thang co khi ch hai vien mot.
3. Luon luon gi t thai khang nh va s dung cau khang

nh trong ngon t: Neu ta hanh ong, bieu hien, suy ngh va
trnh bay vi phong thai hoan toan tin tng vao nhng g ta trnh
bay, t thai o se tac ong en oi phng e ho tin theo.
4. Nh so lieu cua ta va trnh bay so lieu mot cach thuan
thuc: e am phan thanh cong, ta cha han a c oi phng
yeu thch nhng dt khoat phai lam cho ho knh trong ta.
5. am bao chac chan cho ngi nghe hieu ta: Ta trnh
bay, phan bac, e ngh, sa oi bang ngon t ma oi phng
cam thay de hieu. Ngha la, ta phai bnh dan hoa s uyen bac
cua mnh. Nhng thuat ng ky thuat can c giai thch. Nhng
khai niem va thuat ng kho hieu can c nhac lai.
6. Noi chuyen vi ngi ra quyet nh: Bat ke ngi ra
cau hoi la ai, khi trnh bay/ tra li cau hoi, ta phai hng ve pha
ngi c ra quyet nh. o mi la ngi ta can thuyet phuc.
7. Khong cong kch ca nhan oi vi oi phng, trc tiep
hoac gian tiep: Bi v, ca nhan con ngi ngoi oi dien vi ta tren
ban am phan la ngi ai dien cho ca mot tap oan ngi, cap
tren, cap di va to chc cua anh ta. Rut day th ong rng.
8. Neu co the, dan chng lap luan cua ta bang s xac
nhan cua ben th ba: Bi v, ieu nay lam tang sc thuyet phuc
cua ta. V du Cong ty MNZ a tang 20% san lng au ra do sc
s dung may cua chung toi.
9. Ch cho pha ben kia cach ta co the giai quyet van e
cua ho: Neu tnh huong am phan cho phep ta lam the, viec at
ta vao v the cua pha ben kia e neu cach giai quyet se co tac
dung rat thuyet phuc oi vi ho.
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139
10. Cach trnh bay hap dan: Du o la e ngh van ban

hay giao tiep au khau, cach trnh bay hap dan cung co sc
thuyet phuc. Ban chat con ngi la chuong hnh thc, nhieu khi
phai en mc phai can nhac. Tat nhien, cai net anh chet cai
ep. Trong am phan, cai ep khong phai la oi phng cua
cai chet.
Cac cong trnh cua Tako Kagayaki (1995), Diana Rowland
(1985) la nhng cong trnh e cap manh vao van e nay trong
giao tiep am phan.
4.3 Vai tro cua phien dch trong am phan thng mai:
Trong dch thuat thong thng, ngi ta a noi Dch la
phan dch. Va ngi ta cung hay noi ua nhng ngi lam cong
tac bien, phien dch la nhng dch gia, dch gia ch khong
phai la dch that.
Trong am phan thng mai, viec s dung phien dch
nh the nao cho hieu qua a thu hut chu y cua nhieu nha nghien
cu. Nhng giai thoai ve dch thuat vong quanh the gii ve nhng
cau chuyen khong biet nen khoc hay nen ci do dch sai ngay
cang nhieu them. Di ay xin trch nguyen bai bao Cai mui
qua nhieu ban dch, mot cau chuyen c nhieu ngi trong
gii dch thuat biet en. Tac gia bai bao, giao s o Thien, nguyen
la mot chuyen gia ve dch thuat.
A
a
Cai mui qua nhieu ban dch
Ai cung biet dch t tieng nay sang tieng khac la mot

cong viec khong n gian, de dang. Bi v noi c het y, dien
at het t tng, tnh cam cua nguyen ban, chuyen c cac sac
thai tu t, hnh thai bieu at, ... cua moi th tieng la viec vo cung
phc tap, cha noi en chuyen ngi dch hieu sai nguyen van
a en nhng ket qua buon ci. Sau ay la mot th nghiem ve
dch ma ngi ta a lam Lien Xo e chng minh ieu o. Cau
chuyen co ve khoi hai nhng a c tien hanh mot cach rat
ng an. Ngi ta mi nhieu dch gia chuyen nghiep, nhieu
nha giao va mot so sinh vien trng ai hoc Hu ngh gia cac
dan toc, ai hoc Tong hp Lomonoxop, Hoc vien ngoai ng tham
gia cuoc th nghiem.
Cau xuat phat e dch la mot cau rut ra t truyen ngan
Cai mui cua nha van Gogon, <...> tam dch la:
Anh ta muon nhn xem cai not mun ma toi hom qua a
tay len tren mui anh ta. Nhng anh vo cung ngac nhien v thay
cai mui cua anh ta mot cho phang ly.
Ngi th nhat dch cau nay sang tieng cua Cervantes va
Lope de Vega va dch tng t. Theo ng phap tieng Tay Ban Nha
ng trc trang ng hoan toan phai la mot ong t. V vay,
ngi dch ben them vao cau nguyen van ong t xuat hien.
Ngi dch th hai thong thao tieng Tay Ban Nha va tieng
Phacsi. Trong li dch cua anh ta, theo tieng Phacsi, mot mun
nho oi thanh mot cho phong len kho chu, thay bien thanh
kham pha ra, muon tr thanh sap sa.
Tiep theo, mot ngi khac dch t tieng Phacsi ra tieng
Nhat. Co le v tieng Nhat ngi ta a dung nhng t te nh nen
tnh ng kho chu (cho phong len kho chu) c giam nhe
xuong thanh khong gay c thch thu thc s, t tay len co
ve thieu tao nha cho nen c thay bang nho len ti mot o cao
nao o.
140
141
Sang tieng Ha Lan, cho phong len a bien thanh mot

mo at. en ngi dch sang tieng cua dan toc U-o-lo-ph song
Senegan th mo at a cao len thanh ngon oi, ngon oi nay,
theo ngi dch, khong the tren mui ma phai la trc mui
mi hp logic. Con vo cung ngac nhien nhng cho cho hnh
anh nh b set anh. V vay, en ban dch ra tieng Phap th cau
cua Go-gon thanh ra:
Anh ta sap sa nhn len oi ma toi qua a l m hien ra
trc mui, nhng nh b set anh anh nhan thay la cai mui cua
anh ta khong con na.
Cong bang ma noi, phai tha nhan la nhng ngi dch
ngay cang i xa ban goc khong phai do co y. Ngi nao cung co
gang het sc mnh dch cho chnh xac va cung co y muon la dch
hay hn ngi trc oi chut. Tuy nhien, viec dch phu thuoc vao
nhieu ac tnh cua ngon ng dch, vao tnh cach rieng cua dan
toc, vao tnh tnh, s chu y va ca trang thai tinh than cua ngi
dch. Cho nen viec i xa dan cau goc c the tiep tuc.
Trong tieng Bengali, sap sa nhn bien thanh nem mot
cai nhn, sang sinh vien ngi My thay thanh ng o bang mot
thanh ng khac co tnh hai hc e con mat ri xuong va danh
t con mat sau khi chuyen sang tieng Bo ao Nha c nha
chuyen mon dch thanh ong vien knh.
Sau o, nhng ngi dch thao luan vi nhau, ai y nh
sau: cau van a c dch ra khong ro lam vi cac t nh oi,
ong vien knh, set anh, cho cai mui khong con g ca...
Chac phai co chuyen tau thuyen g o (y kien nay cua mot nha
chuyen mon tieng Na Uy, mot nc ben b ai dng). The roi t
o chuyen qua tieng Tiep, tieng Y-o-rup va tieng Na Uy. Va cau
van cua Go gon, khong con la cau van cua Go gon na, co dang
thc sau:
Toi qua ng tren ngon oi nhn thang ra pha trc
anh ta bong nhien anh ri ong vien knh: Trc mat anh ta
hien ra mot con thuyen a b set anh sat.
Trong so nhng ngi tham gia vao cuoc th nghiem ngon
ng nay co nhieu ngi khong biet nhieu th tieng. Co mot ngi
biet tieng Na Uy va tieng Tho. Ong ta khong cho phep ai thay oi
mot t nao trong cau van a dch. Sau o ngi ta lai dch lai t
tieng Tho sang tieng Nam Dng. Co mot ieu trong tieng Tho va
tieng Nam Dng (cung nh trong nhieu th tieng khac), ai t
nhan xng khong co giong c, giong cai, anh, ch eu c
thay bang mot t. Ngi dch tieng Nam Dng nay ra y ngh :
Chac chan ay la mot cau van rut gon t mot tac pham ta mot
cuoc tnh duyen ke chuyen mot thieu n ch mong ngi yeu cua
mnh la mot thuy thu nay a chet v am thuyen... Va nh vay,
toi qua nang ng tren oi mong i.... Nhng tai sao lai toi
qua? Rat co the la ve buoi toi (v ban ngay nang ban cong viec)
nang hay len oi trong bien ca mong ch, va cung co the buoi toi
nhac cho nang mot ky niem nao o... V vay, cau c dch sang
tieng Nam Dng thanh:
em em nang hay treo len mot mom a tren mat
bien, nhng hom nay nhn ra xa nang bong ri chiec ong nhom:
Chiec thuyen cua chang a b bao anh am.
Cong viec dch c the tiep tuc mot cach nghiem tuc. Ngi
dch sau oi mot cach co ly mom a tren bien thanh hai ang
(v au co the nhn ro ra bien trong mot em toi neu khong phai
la tren mot ngon hai ang?). e tang them sc dien cam, nhng
ngi dch nhan manh them s au kho cua cuoc tnh duyen tan
v bang cach cho chiec thuyen am ch con lai nhng manh v.
142
143
ay, tieng noi cua Byron, cua Omar Khayyam, cua Adam
Mikiuervicz, cua Dante, moi tieng mang them tnh chat sang tao
nghe thuat vao va khi cau dch cuoi cung c chuyen tr lai
sang tieng cua Go-gon th ta co:
ng tren ngon hai ang nhn ra pha xa, nang buong
ri chiec knh vien vong khi nhan ra nhng manh v cua chiec
thuyen cua chang.
o la ket cuc bi at cua cau chuyen Cai Mui sau khi
dch cau van cua Go gon ra nhieu th tieng va cai ma thieu ta
Kovaliev trong truyen o thay cho cai mui cua mnh la ... nhng
manh thuyen v troi giat tren mat bien ...
Cac cu ta xa thng noi tam sao that ban (ba lan sao
chep th mat ban goc). Chung ta cung co the rut ra mot ket luan
tng t khi dch mot nguyen ban qua nhieu th tieng.
(Nguon: o Thien, Tap san S pham Ngoai ng, 3/
1976)
A
a
Dch thuat la mot ngay chuyen mon oi hoi nhieu ky
nang phc tap. Trong lang dch thuat cung phan ra lam nhieu
ai, hang, co ngi chuyen bien dch, co ngi chuyen phien
dch. Phien dch lai co dch tc th, quen goi la dch cabin
(simultaneous interpretation), ngha la ngi noi va ngi dch
lam viec ong thi, c toa co the nghe dien gia chnh hoac phien
dch tuy theo kha nang ngon ng cua mnh. Khac vi dch tc th
la dch uoi (consecutive interpretation), ngha la dien gia chnh
trnh bay trong mot khoang thi gian ngan, ngi dch lang nghe,
ghi nh va tien hanh dch. C the tiep dien cho en het phat
bieu cua dien gia chnh.
144
Co nhng ngi lam nghe ngoai ng suot i nhng khong

bao gi lam noi cong tac dch thuat, nhat lam nhng van ban co
tam quan trong, ni sai mot ly, i mot dam.
Cac giai thoai trong dch thuat (translation anecdotes) c
cac nha nghien cu ve am phan ghi lai ngay cang nhieu. Cac
giai thoai co khong gian t cac buoi gap g nguyen thu quoc gia
en cuoc dao chi ngoai o cua cac phai oan trong ngay ngh.
Chuyen ke rang khi tong thong My Jimmy Carter en Ba Lan, ong
c ieu mot phien dch ngi Ba Lan gan nh phut chot trc
khi vao hop. Khong quen vi phong cach ngon ng cua Carter,
ngi phien dch nay a h nhieu cho. Thay v dch Carter ri
nc My anh ta dch thanh Carter t bo nc My. Thay v dch
Carter khao khat muon biet them ve cuoc song Ba Lan, anh ta
dch thanh Carter co duc vong ve Ba Lan.Va cuoi cung, van cai
y Carter mong muon biet them ve at nc va con ngi Ba Lan,
anh ta dch Carter rat lay lam hai long co mat tai Ba Lan e
chiem ngng cho kn cua ngi Ba Lan (!!!). Trong mot cuoc
dao chi ngoai o Thng Hai, hng dan vien du lch cua Trung
Quoc noi vi khach ap lc dan so trong thanh pho ln en mc
thanh pho te ca ra vay (the city is pouring out to the skirt) (!) Ca
phai oan ci vui ve. Trong tieng Anh, to pour out co ngha la
tran ra, outskirt co ngha la ngoai o. Ngi hng dan vien
du lch nh noi dan thanh pho tran ra ngoai o.
A
a
Cac giai thoai ve dch
Cac thong bao khach san cung la manh at mau m
cho cac giai thoai ve dch. Xin lu y: chang ai ng ngan en mc

ra nhng thong bao co noi dung nh nhng thong bao di ay.
Nhng do b dch sai sang tieng Anh, chung a gay ra cac tham
145
hoa, ro rang tren giay trang mc en

mot khach san Paris:
Please leave your values at the front desk (Xin quy khach
e lai cua qu ban tiep tan)
mot khach san Thu Sy:
Because of the impropriety of entertaining guests of the
opposite sex in the bedroom, it is suggested that the lobby be
used for this purpose (Do co bat tien trong viec cac qu khach
khac gii vui thu trong phong ngu, xin gi y dung hanh lang cho
muc ch nay)
mot khach san Acapulco:
All of the water in this hotel has been personally passed
by the manager (Tat ca nc trong khach san nay e la nc
giai cua giam oc)
mot khach san Nhat:
You are invited to take advantage of the chambermaid
(Xin mi qu khach dung co hau phong
mot khach san Nam T:
The flattenting of underwear with pleasure is the job of
the chambermaid (Vuot o lot cua qu khach mot cach vui ve la
cong viec cua co hau phong)
Va con nhieu v du na.
(Nguon: Roger E. Axtell: 1995)
146
a
Mac du vay, trong am phan thng mai, viec s dung
phien dch du sao cung co nhng li the. Co nhieu cuoc am

phan, co the noi, neu khong co phien dch th khong the trien
khai c v cac ben tham gia ngon ng bat ong. Nhng li the
cua viec s dung phien dch trong am phan co the la:
* Ngi phien dch, do thong hieu ngon ng, phong tuc,
tap quan va van hoa kinh doanh (Corporate Culture) cua nc ma
anh ta nghien cu, co the lam co van tot cho ta khi am phan.
Ngi phien dch co the giup ta giai ma cac tn hieu ngon ng va
phi ngon ng ay u va chnh xac hn.
* Khoang thi gian e ngi dch lam viec ben ban am
phan la khoang thi gian yen lang oi vi ta. Ta co the quan sat
phan ng cua oi phng va co thi gian chuan b phan ng lai.
* Ngi phien dch ong vai tro lam giam choang vang
van hoa (culture shock) cho ta. Khi chuyen cac tn hien ngon ng
t tieng nay sang tieng khac, ngi phien dch a can c vao cac
ac iem ngon ng/ van hoa cua tng th tieng e tm cach phat
ngon phu hp tren c s bao toan noi dung thong bao.
* Ngi phien dch am bao o tin cay cua noi dung van
ban khi no c ky ket bang hai hay nhieu th tieng.
* Mot li the na cua s dung phien dch la ta co the o
loi s dung s hieu lam len ngi phien dch, tham ch ngay ca
khi loi la cho khac. ay la mot ngon giao tiep ma cac nha am
phan thng s dung trong viec rut e ngh, chap nhan hoac
chnh ly cac thoa thuan.
Co mot chuyen ci ve giao tiep am phan qua s dung
147
phien dch: Mot phai oan am phan cua nc thuoc khu vc

Chau a, Thai Bnh Dng khi a ra mot ieu khoan b phai oan
Hoa Ky khong tan thanh, trng oan noi: ay la ban dch mi
cua ieu khoan va ong chnh ly lai ieu khoan o e de c
chap nhan hn.
Vai tro cua ngi phien dch trong am phan thng mai
khac han vai tro cua ngi dch cabin hay dch uoi dien van tai
ai Hoi ong Lien Hp Quoc. Trong am phan thng mai, ngi
phien dch theo doi cuoc thao luan va ch len tieng khi c yeu
cau. Ngi phien dch ong vai tro thc the la th k cua ca oan,
dan xep ke hoach tiep xuc oi dien hoac qua ien thoai. My,
cong ty AT & T cung cap phien dch cho hn 140 th tieng vao
bat ky thi iem nao trong ngay hoac em. Ta ch can thong bao
lch trc cho AT & T va yeu cau ngi phien dch ma ta a tn
nhiem.
5.Ky thuat ket thuc am phan

Cai g m au cung co ket thuc. Nhn chung, tat ca tot
ep th ket thuc tot ep (Shakespeare). Trong cau noi nay cua
Shakespeare, t quan trong nhat la t tat ca. Tat ca tot ep la
mot nguyen nhan ly tng e i en ket qua tot ep. Song trong
thc te, khong phai luc nao ta cung co c cai nguyen nhan ly
tng ay. Cac cuoc am phan bao gi cung i en hai ket cuc c
ban: (1) at c thoa thuan va ky ket hp ong; (2) khong at
c thoa thuan. Trong ieu kien khong at c thoa thuan,
trong am phan, ieu nay cha han a la mot that bai. Ngc lai,
neu i en thoa thuan, nhng nhng thoa thuan ay em lai li
nhuan cho oi phng va thua thiet cho ta th ay chnh la that
bai.
5.1. Khi nao ta nen bo ban am phan

Co mot so nguyen nhan khien cho am phan khong i
en thoa thuan. o la:
*1. Pha ben kia khong muon ky ket thoa thuan. Sau bao
nhieu vat va chuan b va cang thang tnh toan, that kho co the
tng tng mot ca nhan hay mot tap oan nao o i en ban
am phan ma lai khong co y nh i en thoa thuan. Song neu
suy tnh cho ky, viec pha ben kia khong muon ky ket thoa thuan
cung co nguyen do cua no. Trc het, pha ben kia co the tham
gia am phan ma cha tnh en nhng hau qua cua viec i en
thoa thuan. ieu nay de thay nhat trong trng hp ben nao o
trong ban am phan lay ong c hng thu tnh cam lam c s
ban au cho xuat phat iem cua muc tieu am phan cua ho; Mot
nha doanh nghiep cha am hieu th trng, mot cong ty mi c
thanh lap, ang tm kiem ban hang la nhng v du. Th hai,
nhng ngi bc vao ban am phan khong phai do tnh toan
cua chnh ho ma la do ap lc t pha ben ngoai, e roi en chung
cuoc ho phat bieu ai loai chung toi a co gang het sc nhng
khong i en thoa thuan
*2. Pha ben kia muon ket thuc am phan bang thoa thuan,
nhng tren c s bat hp ly ma pha ta khong the nao chap nhan
noi. Co the, khi bc vao am phan, ho cung khong co y nh
thoa thuan g, nhng van vao cuoc vi hy vong ho c e ngh
nhng thoa thuan hoan toan co li cho ho th cung khong nen bo
qua. Neu hi vong o khong thanh s that, ho se o be tong cac
giai phap va lan san quyen li khien oi phng phai bc boi
bo i. Hoan canh ac thu cho chien lc am phan kieu nay la
co mot ben nao o muon bien am phan thanh bai th nghiem
xem san pham/ dch vu hoac nhng tnh chat nao o cua san
pham/ dch vu o co gia tr th trng. Trong hoan canh nh vay,
148
149
muc tieu cua oi phng ro rang khong phai la thoa thuan, ma

ch la mot cuoc tham do doi tra di hnh thc mot cuoc am
phan.
*3. Khi nhng g pha ben kia e ngh khong nam trong
cai ta d kien a vao am phan. au la bien the cua chien thuat
hu hoa vo binh, hu binh vo hoa trong cuoc au tren ban am
phan. Noi theo ngon ng hang ngay, o la ky thuat ong tac gia,
a ta vao am phan e roi a ra e ngh giai phap ma ta cha
tnh en, ai loai mat hang A chung toi khong con san xuat na,
nhng cac ngai co the lay mat hang B la mat hang thay the co
chat lng cao hn. ng nhien, mat hang B - la hoan toan
mi vi ta - se co gia cao hn rat nhieu ma cha han a la u viet
hn ve chat lng theo quan iem cua chat lng cua ta. Ta
muon en ban am phan la v muon co A trong thoa thuan, ch
khong phai la i tm san pham/ dch vu thay the cho A.
*4. Khi co nhng so lieu, co the xuat hien trong boi canh
am phan, co the do ben ngoai cung cap, ma ta nam c khien
cho viec i en thoa thuan oi vi ta khong con hap dan na.
ay co the la s thay oi chnh sach kinh te hoac cac ieu kien
kinh te trong xa hoi lam anh hng en hoat ong kinh doanh.
Trong am phan ngoai thng, cac chnh sach cam xuat, cam
nhap hoac cac chnh sach han che xuat nhap mot so mat hang la
nhng v du.
V bat ke ly do g, ta nen nha nhan rut ra khoi cuoc am
phan ma khong hoi tiec. Nong gian hay bc tc o loi cho oi
phng khong i en au ca. Neu ket thuc am phan v ly do
kinh doanh cua ta ch khong phai v nhng hanh ong cua ben
kia, ta hay a ra nhng ly giai ve viec ta khong the tiep tuc khi
ieu kien cho thoa thuan bien no thanh nhng thoa thuan bat
kha thi, phi thc te.
nhng trng hp tren, viec khong i en thoa thuan

khong phai la that bai cua am phan. Ta hay nhanh chong ket
thuc am phan va ang mng la ta lam c viec o, ta a khong
thoa thuan g het.
5.2. Ky thuat ket thuc am phan khi at c thoa thuan:

Sau mot phien am phan ay cang thang, cai bat tay vui
ve bao hieu s ra i cua thoa thuan, nhng ieu o khong co
ngha la nha am phan a het lo. Trong nhieu trng hp, khi ta
khong can than, chnh van ban thoa thuan lai la nguyen nhan
cua xung ot dan en mot vong am phan khac. ieu nay co
ngha la ngha vu cua nha am phan khong cham dt thi iem
ky ket thoa thuan am phan.
5.2.1. Bien li ha thanh cam ket

Tham ch ngay ca khi cha ky ket thoa thuan am phan,
khi mi phat bieu thoa thuan bang mieng, nha am phan cung
can lu y am bao chac chan mot ieu la hai ben ang hat chung
mot ban nhac. Ngha la, trc mot thoa thuan, khong the ben
nay cho rang van e a c giai quyet theo cach nay con ben
kia cho rang van e c giai quyet theo hng khac. Neu chuyen
o xay ra ma khong c phat hien kp thi trc khi k ket, no se
la nguyen nhan am phan lai hp ong.
e ngan chan nhng cach hieu khac nhau ve cac ieu
khoan am phan, khi ket thuc am phan, ta nen gianh thi gian
e tom tat cac ieu khoan thoa thuan, lam ro cac quy nh va
tong the, xem xet lai toan bo ket qua am phan. Theo tinh than
mat long trc, c long sau, ta nen kien tr ra soat toan bo noi
dung ky ket thoa thuan ngay ca khi pha ben kia tuyen bo khong
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can thiet phai lam nh vay.

Viec thong nhat hoa cach hieu va thc hien cac ieu
khoan am phan c goi la qua trnh bien li ha thanh cam
ket (commitment). Cam ket ay c hieu la cach tiep can nhat
quan cua cac ben trc mot van e thoa thuan nham tao ra nhng
rang buoc trong thc hien theo ung nh cach hieu khi thoa thuan.
5.2.2. Gianh quyen chap but nhng thoa thuan:

Sau khi thong nhat bang mieng, viec gianh quyen chap
but thoa thuan khong nham muc ch g ngoai viec ta ch khong
phai ngi khac quyet nh cac g se ca vao hp ong. Co
nhng chi tiet nho trong qua trnh am phan t c quan tam
ay u, nhng en khi xem xet lai mi thay la nhng chi tiet ay
co the gay van e. ac biet trong khi thc hien hp ong, cac chi
tiet ay tng la nho nhng lai la nhng hat san, that kho nuot.
Mot li the na cua viec chap but la tam ly chung ngai
loai tr mot cai g o khi no a thanh van ban. Do o, co the pha
ben kia muon phat bieu mot ieu khoan nao o khac i mot chut,
nhng ho lai ri vao tam the khong muon ngi khac ngh mnh
la nhieu s, hoac chng to mot cai g o nen ho t co kha nang
phan ng hn. Them vao o, qua bao nhieu met moi gi mi i
en thoa thuan, ngi ta khong muon keo dai cong viec am
phan. Tam ly o trong kinh te hoc ngi ta goi la trang thai tranh
toi tranh sang, ngha la sau mot ngay lam viec met moi, cai
ngi ta ngh en la ngu ngon, t ai ngh en pha trc ta con ca
mot tuan lam viec.
Cuoi cung, cai g c viet thanh van ban va c ky ket,
cai o co ngha. Noi cach khac, thoa thuan la thoa thuan van ban
ch khong phai thoa thuan y ngha quan ban am phan.
V nhng ly do tren, neu ta la ngi chap but thoa thuan,

chnh cach hieu cua ta ve thoa thuan i vao thoa thuan. Co nhien,
ta khong the bop meo nhng can ban cua thoa thuan, nhng ch
v mot trong nhng ly do tren thoi cung khien viec chap but la
viec that ang lam.
5.2.3. Nhng tai hoa cua nhng thoa thuan chap but d
Nh a trnh bay 5.2.2, viec ta gianh quyen chap but la
do tam ly ngai rui ro cua ta. Nhng rui ro do cac thoa thuan chap
but d gay ra co the la kien tung, xung ot gay mat thi gian va
anh hng xau en quan he cac ben. Ngoai ra, con co the xay ra
nhng trng hp sau ay: (1) Cac ieu khoan b bo sot khong ghi
trong hp ong; (2) Ngon t a ngha gay nhng ly giai khong
nhat quan; (3) Cac ieu khoan mau thuan nhau ma khong co qui
nh ro ieu khoan nao qui nh ieu khoan nao.
5.3. Nhng ieu khoan cac thoa thuan nen co.

Ben canh cac ieu khoan lien quan en thiet che hanh
chnh va luat phap ma cac thoa thuan buoc phai co, ta cung can
am bao s phan anh chnh xac nhng g a c am phan va
thoa thuan trong van ban ky ket. Di ay la mot so ieu khoan
c ban ma thoa thuan nen co:
5.3.1. ieu khoan ve ten hang:

ieu khoan nay giup hai ben hieu ung ten loai hang trao
oi. Neu thoa thuan lien quan en trao oi nhieu mat hang nhng
chia thanh nhieu loai vi nhng ac iem chat lng khac nhau
th phai lap bang liet ke (bang phu luc) nh kem va ghi ro trong
hp ong viec bao lu ban phu luc nay.
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5.3.2. ieu khoan ve so lng hang hoa

ieu khoan nay oi hoi phai neu ro 3 (ba) van e c ban:
(1) thong nhat chon n v o lng cho loai hang hoa; (2) Chon
nguyen tac qui nh so lng va (3) ap dung rieng cho cac hp
ong mua ban ngoai thng, chon he thong o lng khi cac
doanh nghiep hai quoc gia co he thong o lng khac nhau.
5.3.3. ieu khoan ve chat lng, qui cach hang hoa

ieu khoan nay oi hoi phai neu ro pham chat, qui cach,
tieu chuan ky thuat, kch thc, mau sac, mui v, o am, tap
chat... cua hang hoa trao oi. Thong thng, cac ben cung thoa
thuan viec xac nh chat lng, qui cach cua hang hoa qua: (1)
he tieu chuan c chon s dung; (2) cac thuoc tnh, pham chat
cua hang hoa; (3) mau hang (oi vi loai hang hoa co chat lng
on nh); (4) ham lng chat trong hang hoa; (5) ham lng thanh
pham (v du: Bot ng t gao, dau t hat); (6) nhan hieu hang
hoa; (7) trong lng t nhien; (8) cac thong so ky thuat (ghi ro to
chc lap bieu ke va cac ch so c ban cua bieu ke o); (9) hien
trang hang hoa (ap dung chu yeu oi cho mat hang ti song);
(10) pham chat bnh quan tng ng (ngha la s tng ng
gia ham lng chat qui nh trong hp ong vi ham lng chat
co that trong hang hoa).
5.3.4. ieu khoan ve bao b va ky ma hieu:

ieu khoan nay oi hoi qui nh ro loai bao b (bao b
boc ngoai nh hom, bao hop carton, container va bao b ben
trong gan lien vi hang hoa) va quyen s hu bao b (v du: ngi
mua co phai tra lai bao b cho ngi ban hay phai thanh toan
rieng bao b cho ngi ban). Ve k ma hieu, cung can qui nh:
(1) nhng dau hieu can thiet e ngi mua nhan hang (nh ten
ngi gi, ngi nhan, trong lng tnh ca b, so hp ong, so
hieu chuyen hang, kien hang); (2) nhng chi tiet cho viec to chc
van chuyen, boc d va bao quan hang hoa tren ng i.
5.3.5. ieu khoan thoathuan ve ieu kien giao nhan hang:

ieu khoan nay oi hoi c qui nh ro: (1) Thi gian
giao nhan cu the theo t, theo ngay thang; (2) a iem giao
nhan cu the; (3) Phng phap giao nhan cu the (Qua can, ong,
o, em va kiem nghiem khi can thiet theo cung phng thc a
thoa thuan gia au giao va au nhan); va (4) ieu kien cua ngi
en nhan hang.
Trong mua ban quoc te do tnh chat phc tap hn cua
ieu kien giao nhan hang (au ban, au mua hai quoc gia cach
xa nhau), ngi ta tach ieu khoan nay ra lam 2 (hai) ieu khoan
thoa thuan: (1) ieu khoan thoa thuan ve ieu kien c s giao
hang va (2) Thi gian, a iem va phng tien giao hang.
5.3.6. ieu khoan thoa thuan ve gia ca:

ieu khoan nay oi hoi phai qui nh ro: (1) n v tnh
gia ca va (2) phng phap nh gia.
Viec chon n v tnh gia can da theo tnh chat cua loai
hang trao oi va thong le buon ban mat hang o tren th trng
(Tnh theo trong lng, the tch hay o dai...). Trong mua ban
quoc te, ieu kien giao hang co the anh hng ln en gia hang
trong hp ong va tap quan mua ban quoc te th anh hng viec
la chon ong tien tnh gia. Tam ly chung, ngi xuat khau nao
cung tnh gia bang ong tien kha on nh, ngc lai, ngi nhap
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khau lai muon tnh gia theo ong tien b mat gia.
Ve phng phap nh gia, tren ly thuyet, hai ben thoa
thuan nh gia vao thoa thuan k ket thoa thuan (hoac trong thi
gian hp ong co hieu lc, hoac tai thi iem thc hien thanh
toan) tuy theo phng phap tnh gia ma ap dung cac loai gia sau
cho thch hp: Gia co nh, gia linh hoat, gia trt, gia qui nh
sau.
*Gia co nh: La gia thoa thuan khi ky ket va khong thay
oi trong suot qua trnh thc hien hp ong.
* Gia trt: La gia thoa thuan khi ky ket nhng sau o co
the c ieu chnh lai neu xet thay co s thay oi gia cua mat
hang tren th trng vao thi iem giao hang.
* Gia di ong: Khi k ket thoa thuan hp ong, gia c s
va c cau gia c qui nh ro, tc la qui nh ty trong nhng
khoan chi ph nh li nhuan, chi ph lap at, khau hao, chi ph
mua nguyen vat lieu, chi ph tien lng, tong tien lam phat, ong
thi con qui nh phng phap tnh trt gia se c ap dung
trong thi gian thc hien thoa thuan hp ong.
* Gia qui nh sau: Tc la gia xac nh trong qua trnh
thc hien hp ong. Chang han theo thoa thuan hai ben, gia co
the c xac nh trc khi giao moi chuyen hang, tai mot iem
theo s la chon cua ngi mua.
Ben canh nhng phng phap nh gia, tai ieu khoan
nay cung neu ra mc gia, c xac nh trong qua trnh am
phan co tnh en cac yeu to gia cong bo, gia tnh toan, giam gia.
5.3.7. ieu khoan ve thanh toan.

oi vi mua ban noi a, viec thanh toan c qui nh
tuy tnh chat cua giao dch va cac quan he chi tra theo mot trong
nhng the thc thanh toan sau: (1) thanh toan bang hang oi
hang; (2) thanh toan uy nhiem chi (chuyen tien); (3) thanh toan
bang sec; (4) thanh toan bang tn dung .... Trong mua ban quoc
te, ieu khoan thoa thuan ve thanh toan co phc tap hn, bao
gom cac qui nh ve: (1) Loai tien c s dung e thanh toan
(currency of payment) la tien cua nc nao? (2) Thi han thanh
toan cu the; (3) Phng thc thanh toan cu the (bang oi hang,
tien mat, ng trc, hay thong qua tn dung); (4)Hnh thc thanh
toan (bang nh thu, th tn dung (L/C), ghi so (open account),
bang sec (clearance) hay hoi phieu (bill of exchange).
5.3.8. ieu khoan ve am bao thc hien thoa thuan:

Trong giao dch thng mai noi a, ieu khoan nay lien
quan en viec qui nh cac bien phap am bam vat chat cho
viec thc hien hp ong, bao gom cam co the chap, bao am tai
san. Trong mua ban quoc te, viec am bao thc hien hp ong
c cam ket trong cac ieu khoan ve bao hanh, khieu nai.
5.3.9. ieu khoan ve giai quyet cac tranh chap hp ong.

ieu khoan nay qui nh 3 (ba) van e c ban: (1) Xac
nh trach nhiem thong bao cho nhau biet ve tien o thc hien
thoa thuan hp ong; (2) Thoa thuan giai quyet tranh chap (neu
co) gia hai ben di hnh thc thng lng; (3) trong trng
hp hai ben khong con kha nang t giai quyet tranh chap, se can
s can thiep cua trong tai va qui nh luon ai se chu chi ph kiem
tra va chi ph trong tai (theo thong le, ai co loi ngi ay phai ganh
chu chi ph bat ac d nay).
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5.3.10. ieu khoan thoa thuan khac

5.4. ky thuat ket thuc am phan khi khong at c thoa
thuan:
Ngi Trung Quoc co cau Mot ban tay khong lam nen
tieng vo. Mac du ta mong muon, co khi en chay bong, cho mot
cuoc am phan ket thuc trong thoa thuan hp ong, mac du ta a
ap dung cac ky nang am phan en mc hieu qua nhat, nhng
thc te khong phai c cai g ta muon cung at c. Ngoai tr
nhng trng hp khi oi phng muon bien ban am phan thanh
ni giang co vo ngha, va ta nen bo am phan, con co nhng
trng hp ta co gang nu keo ma am phan van be tac. Trong
nhng trng hp nh vay, neu ta co thai o tm giai phap tch
cc, cha phai cac c hoi am phan a het.
5.4.1. Thong bao cho pha ben kia biet ta a i het ngng
gii han.
Co nhng cuoc am phan keo dai le the ma chang i en
au, n gian la v khong co ben nao chu a ra giai phap ket
thuc s lang ph thi gian vo ch. Van e mot phan la cho ca
hai ben eu cam thay mien cng a ra e ngh cuoi cung v
biet rang co lui mot bc th oi phng lai tien mot bc va the
la bc lui lai tr thanh vo ngha. oi phng lai tiep tuc gay sc
ep va chnh o la thi iem ta n gian ng day va ra khoi ban
am phan.
Cac nha am phan co kinh nghiem khi oi dien vi s be
tac kieu nay thng s dung thu thuat bc lui cuoi cung
(Brinkingship, tieng Anh co ngha la ben b vc, lui na th i
xuong vc) kem theo mot thong iep cho oi phng la ta a i
het ngng gii han. Sau o, ta bo am phan. Viec ta bo am

phan se khien cho oi phng y thc c ngng gii han cho
oi hoi cua ho.
Trong trng hp oi phng bac bo bc lui cuoi cung v
ho a hy vong nham, co the ho se lien lac lai va ta se thu c ket
qua, co the, lan am phan sau vi ho.
5.4.2. Bo ngo cac giai phap khi am phan be tac:

Viec bo ngo cac giai phap khi am phan be tac co khac
vi thu thuat trnh bay trong 5.4.1 khi ta van con, tren li noi va
hanh ong, thong bao cho oi phng biet ve s quan tam en
ket qua am phan. Bo ngo cac giai phap khi am phan be tac co
ngha la: (a) Ta co the noi rang ta khong quan tam ti viec tiep tuc
am phan vi ho na; (b) Ta oi nguon, tm mot giai phap nguon
(resource alternative) khac co the cung cap cho ta san pham/
dch vu thay the va bat au am phan vi nguon mi; (c) Ta chi
bong tren ca hai san, san cu va san mi, va thong bao cho oi
phng cu va ca oi phng mi ve quyet nh cua ta. Nh vay,
trong mot chng mc nao o, bo ngo cac giai phap am phan co
ngha la chuyen t am phan song phng sang am phan a
phng. e co the thanh cong khi ap dung ky thuat nay, ta phai
ay nhanh toc o am phan vi nguon mi e nhanh chong i
en e ngh cuoi cung. ong thi, ta co the o be tong cuoc
am phan vi nguon ban au e co the tap trung vao nguon am
phan mi. Van e chien thuat ay la khi nao ta thong bao cho
oi phng cua ta ve oi thu canh tranh cua ho. Bi v, neu ta a
phai am phan vi nguon mi, ve tam ly, ta khong muon i en
thoa thuan vi nguon cu va e nguon mi cut hng. Va na, phai
tnh en yeu to nguon mi rut lui, va viec a ta lai ve vi con
nga cu, ke ma ta khong tm thay co s am bao nao se a ta
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en thoa thuan. Giai phap tot nhat, v vay, la tien nhanh en e

ngh chot t hai ben oi phng cua ta. Cac bc tiep theo la (1)
Thong bao cho nguon mi ve e ngh chot cua nguon cu e tham
khao; (2) Tao c hoi cho nguon mi i en e ngh hp ong sau
khi tham khao thong tin am phan cua ta vi nguon cu; (3) Thong
bao cho nguon cu biet ve e ngh hp ong cua nguon mi ma ta
mi at c; (4) Tai thi iem nay, ta e cho oi phng au
thau hp ong vi ta.
5.4.3. M lai am phan trong the dien

Khi am phan o v, cai ta nghe c t pha ben kia la
s im lang lanh lung (deafening silence), nhng o cha han la
dau cham het cho trien vong mot thoa thuan. ieu can lam la
gay mot kch thch hoi sinh am phan bang cach e cho pha
ben kia lien he lai, mot mat biet c lieu ho con quan tam
nghiem tuc en cuoc am phan na khong, mat khac tao cho ta
mot li the chien lc: (1) Ho la ngi lien he lai, v the, t nhat
tren ly thuyet, ho la ngi quan tam en viec at thoa thuan hn
ta, (2) Ta la ngi co c hoi chon thi gian va a iem cho cuoc
am phan tr lai. Noi cach khac, cu kch thch nay mot mat co
tac dung gi the dien va tao s chu ong.
The dien la mot van e te nh, Chester Karrass (1993: 6566) lap luan rang, ngi ta c tng ch co ngi Chau a mi
quan tam nhieu ti the dien con ngi phng Tay th khong. o
la mot s hieu lam vo ly. Ngi My cung quan tam en van e
the dien nh bat ky ai, bat ky au. Mot thoa thuan thua thiet
cho cong ty (ma nha am phan ai dien) cha han a la thua
thiet cho ca nhan anh ta/ ch ta. Nhng ngc lai neu ca nhan
nha am phan b mat the dien th dau cho thoa thuan at c la
co li cho cong ty, o van la thiet hai e lai cam giac cay ang.
Chnh v vay, kha nang m lai am phan ch ton tai khi hai ben,
sau lan am phan that bai, van gi the dien cho nhau.
Trong thc te, neu phat ong am phan tr lai khong co
tn hieu phan hoi, trong khi ta van muon a am phan en thoa
thuan, ta co the co nhng lien he chnh thc hn, nh noi chuyen
trc tiep. Se co hai kha nang: (1) Pha oi phng t choi vi ly
do khong quan tam en am phan na; (2) Pha oi phng lang
nghe y kien cua ta va xem xet lai ly do a en am phan o v.
Neu vay, mot vong am phan mi co the c m tr lai va co
kha nang i en thoa thuan.
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Chng IV
Van hoa trong am phan thng mai

quoc te
am phan gia cac oi phng trong cung mot nen van
hoa von a la viec kho. Trong am phan thng mai quoc te khi
cac ben am phan khac nhau ve chung toc, tieng noi, mau da, ve
cac chuan mc ao c va giao tiep, cong viec giao tiep - am
phan cang tr nen phc tap va kho khan hn.
Cai goc cua nhng phc tap trong giao tiep - am phan
quoc te chnh la van hoa. Van hoa ay c hieu la tap hp cac
thai o, s cam nhan, loi c x ma cong ong dan toc, quoc gia
cung chia xe, cung thc hien mot cach t ong hoa. Van hoa la
tong the ket hp gia cac phep ng x xa hoi chuan mc, phng
phap t duy, thai o bieu hien y ngh, t tng, tnh cam c coi
la ng nhien trong pham vi mot cong ong ma neu lam trai se
b len an. Mot khi a c hnh thanh, van hoa co sc song rieng
cua no, co the truyen t i nay sang i khac va tao thanh truyen
thong. Co nhng truyen thong chung lam nen s tng ong cho
ca nhan loai tien bo nh tinh than nhan van, tnh thng yeu
ong loai, tnh yeu at nc que hng x s, yeu ni sinh ra va
nuoi dng moi con ngi chung ta... Nhng truyen thong o
khien cho moi con ngi khi bc qua bien gii, en ni at
khach que ngi, van co cam giac con ngi ta ch khac nhau
ve tieng noi, mau da, con con tim th au cung nh nhau. Song
neu ch co nh vay, chung toi khong dam a van hoa thanh mot
chng muc ln cho cuon sach nay. Nhng khac biet ve van hoa
gay tr ngai trong giao tiep - am phan la mot thc te.
1.Nhng khac biet van hoa: phng ong va phng tay oi

chieu:
ieu khong nen lam trong khi ban ve van hoa la a ra
hnh anh nh kien ve van hoa. Tuy nhien, cung khong the phu
nhan s ton tai khach quan cua hai nhom van hoa c ban tren the
gii: van hoa theo chu ngha ca nhan (cua Phng Tay) va van
hoa theo chu ngha tap the (cua Phng ong). oi chieu hai
nhom van hoa nay se giup ta nhan biet mot so cot moc ve van
hoa lam c s cho nhng khac biet trong phong cach am phan
thng mai quoc te.
1.1. Chu ngha ca nhan va chu ngha tap the

Cac nen van hoa theo chu ngha ca nhan la cac nen van
hoa pho bien cac quoc gia nh My, Australia, Canada, New
Zealand, va mot bo phan cua Tay Au. Trong cac nen van hoa
nay, muc tieu tap the le thuoc vao muc tieu ca nhan va con ngi
ca nhan c coi la n v hat nhan c ban cua xa hoi. Con ngi
ca nhan c khch le song t do, chan thc, thang than, oc lap
ra quyet nh va oc lap hanh ong.
Cac nen van hoa theo chu ngha tap the la nhng nen
van hoa pho bien Chau a, ong Au va Chau My Latinh, ni
muc tieu ca nhan chu s chi phoi cua muc tieu tap the. Gia nh
va ni lam viec c coi la n v hat nhan c ban cua xa hoi.
Song co ngha vu trong s hoa hp, tnh khiem ton, lch s la oi
hoi quan trong cho moi thanh vien xa hoi. Ca nhan khong c
tach mnh ra khoi tap the, khong c boc lo oc lap ban than
nh trong van hoa chu ngha ca nhan.
Phu hp vi cac ac iem chung nhat cua hai nhom van
hoa neu tren, thanh vien cua nhom van hoa theo chu ngha ca
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nhan thng troi hn trong phat minh sang che, con thanh vien
cua nhom van hoa tap the thng troi hn cac no lc tap the
nh che tao, dch vu. Ve mat tam ly, viec nhan manh vao tnh
hoa hp trong cac nen van hoa theo chu ngha tap the khien
ngi Chau a nhay cam hn va tinh te trong t duy va hanh ong
hn ngi phng Tay. Ngi Chau a chu y en quan he nhieu
hn la chu y en hp ong trong khi ngi phng Tay lai chu y
en hp ong nhieu hn la nghi thc xa giao.
1.2. C che tang bac:

iem mau chot th hai trong oi chieu van hoa ongTay la tnh tang bac trong cac moi quan he xa hoi thuoc van hoa
Phng ong. ay co s phan biet ro ong- Tay, vi nhng
ngi thuoc van hoa phng ong nghieng ve pha ton trong tuoi
tac, tham nien, a v va quyen lc hn nhng thanh vien cua
van hoa phng Tay. qui mo quoc gia, ieu nay c the hien
qua tinh than e cao trat t, ky cng trong cac xa hoi phng
ong. Ve mat lch s, cac xa hoi phng ong la nhng xa hoi
chu anh hng cua Khong T va mot so nha triet hoc phng
ong khac, nhng ngi cho rang ngi ta sinh ra von khong
bnh ang, con vua th lai lam vua, con sai chua lai quet la
a. Hau qua, cung khong biet nen goi ay la hau qua hay ket
qua la ngi dan thuoc van hoa phng ong co xu hng nn
nhn, t kiem che trong phong cach giao tiep xa hoi theo kieu
mot ieu nhn la chn ieu lanh (tuc ng Viet Nam). Che o
phong kien Phng ong v the co u c s e ton tai le the trong
lch s Phng ong. Trong cai c che tang bac Quan- ThanPhu- T, ngi Phng ong a yen phan may ngan nam. Nay
no tr thanh mot dau an van hoa tac ong gan nh vo thc len
con ngi, o la s quan tam en cho ng cua mnh trong thang
quan he tuoi tac, a v, quyen lc ... trong giao tiep.
Trong nen van hoa phng Tay, do anh hng cua nhng
ieu kien lch s va kinh te xa hoi chi phoi (cac hoc thuyet khai
sang va cac cuoc di dan t Chau Au sang Chau My t sau thi ai
Phuc hng), ngi ta co quan niem: moi ngi sinh ra eu co
quyen bnh ang. a v, v the, khong phai la yeu to chi phoi
nang ne trong giao tiep. Trong buoi au gap tiep xuc vi cac ai
dien cua phng Tay, cac mon e cua Khong T qua kho co the
chap nhan nhng v khach khong chu quy trc Hoang e ban
trieu (nh ta a thay khi xem phim Te tng Lu gu), hay nhng
ngi noi th tieng goi tri bang no, goi cho bang anh (tieng
Anh: It rains = Tri ma (It = no), nh trong mot cau ca mieng
cua ong noi toi, mot cu o, khi toi con be.
1.3. Tnh ky luat va thi gian ra quyet nh

Khong giong nh Phng Tay, ni cac thong le van hoa
cho phep ca nhan c t duy oc lap, c phan bac ong
nghiep, tham ch ca ong chu. Chau a chu anh hng sau sac cac
nguyen tac cua Khong T ve Trung- Tn- Le- Ngha, ngha la
trung thanh, thc hien tron ven ngha vu, gi long tin cua moi
ngi, ton trong nhng gia tr cua cong ong. Trong giao tiep va
am phan thng mai, yeu to nay tao ra s khac biet trong qua
trnh ra quyet nh. Trong am phan, cac oi tac Chau a thng
ra quyet nh cham v ho con phai tnh toan cho ky (Cho ba
quanh mi nam, ngi ba nam mi noi- Tuc ng Viet Nam) hoac
con can thi gian e tham khao y kien ong nghiep ngoai phong
am phan, tham ch tham khao y kien t tru s chnh cua cong ty
chnh quoc cach xa a iem am phan co khi ti hang van
dam.
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165
1.4. Vai tro cua Chnh phu:

Do anh hng cua tnh tap the trong c che van hoa Phng
ong, Chnh phu cac quoc gia Chau a ong mot vai tro ho tr
phat trien rat ln trong hoat ong kinh doanh noi chung va trong
am phan thng mai quoc te noi rieng, vi t cach khong phai
ch nh mot c quan ieu phoi ma con vi t cach mot c quan
giam sat. Chnh hien tng nay a dan ti cai goi la Japan IncTong Cong ty Nhat Ban. Chnh phu cac nc Singapore, Indonesia,
Han Quoc cung ong vai tro ho tr tng t trong thanh cong
kinh te cua cac quoc gia nay. Viet Nam, nhng thanh cong ve
kinh te co c nh cong cuoc oi mi kinh te trong hn mot
thap ky qua la nhng bang chng thuyet phuc ve vai tro cua
Chnh phu trong quan ly va ieu tiet nen kinh te quoc dan.
Tat nhien phng Tay, Chnh phu cung ong vai tro
ieu phoi thng mai, nhng s can thiep cua Chnh phu thng
b nghi ng va em lai nhng bc boi, That thu v khi cac tac gia
cua cuon Viet Nam theo hng Rong bay (Vien nghien cu
phat trien quoc te Harvard) lai em cai bc boi rat ac thu van
hoa phng Tay cua ho khi ngh ve s can thiep cua Chnh phu
e suy dien ve tnh hnh Viet Nam. Trongthe gii kinh doanh
My, cau noi Toi la ai diencua Chnh phu. Toi en ay e giup
cac ban la cau noi ua e mua mot tieng ci. Chu ngha ca
nhan la cai goc van hoa cua tieng ci o. No cho thay thai o
bai xch s can thiep cua Chnh phu vao kinh doanh.
2. TRUNG QUOC:
Nhac en Trung Quoc t trc en nay ngi ta hay nhac
en ba bo phan: Trung Quoc luc a (tc Cong hoa Nhan dan
Trung Hoa), Hong Kong (thuoc a, a c trao tra cho CHND
Trung Hoa trong thang 7/1997) va ai Loan. Mot s phan chia

nh the ch co y ngha bien gii a ly. Ve tong the, cac gia tr
van hoa chi phoi ba phan lanh tho nay van tng oi thuan nhat.
C dan cua ba phan lanh tho nay eu t hao la con chau cua mot
e quoc van hoa co ai, cua Khong T, ngi ra i trc Chua
Giesu 551 nam. (Roger Axtell: 1995). Khi am phan vi ngi
Trung Quoc, nhng van e van hoa di ay c cac nha ly
luan am phan nhan manh:
2.1. Guanxi:
Guanxi, tieng Trung Quoc, co ngha la quan he. Guanxi
la mot trong nhng yeu to can ban cua xa hoi Trung Quoc. Guanxi
bao ham mang li nhng quan he rieng chung chi phoi va rang
buoc con ngi ca nhan trong cong ong ve t tng, tnh cam,
va ngha vu. Nhng quan he nay co the c xay dng tren c s
rang buoc ve gia toc, nghe nghiep, hoac tnh ban, ong nien,
ong khoa, ong lieu ... Chung co y ngha khong ch la quan he
tnh cam n thuan ma la nhng c s e giup nhau khi can.
Trong cuoc song hang ngay, o la s u tien cho nhau trong hng
li, v du, co quan he vi ngi ban ve rap hat co the giup ngi
ta mua ve de dang ngay ca khi ve hiem, hay co quan he vi bac
sy co the giup ngi ta nhan c s cham soc y te tot hn t
chnh bac sy quen biet o. Hoac, khi mot ngi ho hang hay ban
be than thiet ang lam viec trong mot c quan co uy tn va nhieu
ac quyen ac li, ngi ta co the nh va nhng ngi ho hang
va ban be khi can, v du, xin viec cho con chau ho hang.
Khai niem guanxi co the de hieu oi vi ngi Chau a
noi chung, song khai niem nay oi khi kho hieu oi vi ngi
Phng Tay. ay la tnh huong c neu trong cuon Trung Quoc:
So tay giao tiep cheo van hoa (Jean Brick: 1991). John, mot nhan
166
167
vien ngoai giao Australia a tng lam viec tai Bac Kinh. Sau khi
man nhiem, John ve nc. Mac du Australia, John cung co rat
nhieu ban Trung Quoc, song anh van nh nhng ngi ban Bac
Kinh. V the, John rat vui khi mot ngi ban Bac Kinh viet th bao
anh ta sap sang Australia. John khoe vi nhng ngi ban Trung
Quoc ang Australia ieu o. Nhng khong may, ngi ban
Bac Kinh cua John lai khong lay c th thc vao Australi. Va
John thay thai o cua nhng ngi ban Trung Quoc cua John
bong nhien b thay oi han i. Chac chan phai co ieu g truc
trac gia anh va ho, John boi roi va khong hieu v sao ca.
Guanxi trong xa hoi van hoa Trung Quoc la mot pham
tru quan he mang tnh mau sac tng than tng ai am a, giup
nhau khi can,ch khong phai kieu quan he co i co lai, thc
dung, ong co chan gio th ba tho chai ru. Quan he co i co
lai tren thc te ch la s oi chac. Trong trng hp cua John tren
kia, thai o cua nhng ngi ban Trung Quoc cua anh oi vi anh
thay oi v ho ngh John co the giup ngi ban Bac Kinh cua anh
lay th thc vao Australia ma anh lai khong giup. John a khong
lam theo nguyen tac ng x c coi la ng nhien theo kieu
Guanxi trong phep ng x van hoa Trung Quoc.
2.2. The dien

The dien, theo cach hieu nom na, la hnh anh tch cc
cua mot ca nhan hay mot tap the ve chnh ban than ho. Chnh v
the, the dien la mot pham tru y thc van hoa mang am a mau
sac chu quan. Cai la the dien ni nay cha han a la the dien
ni khac. Co nah ly luan giao tiep am phan a than rang nh
ngha the dien th that la kho, bi v kho ma co the biet ch xac
tng ni tng cho the dien chnh xac bao ham nhng th g, ch
biet rang the dien la mot yeu to trong giao tiep am phan, tuy rat
quan trong nhng lai rat de b mat (!). Lai co ngi than rang hnh
nh trong cac nghien cu ve giao tiep van hoa, ngi ta ch nhan
manh the dien nh la net ac thu cua ch cac nen van hoa Phng
ong. Tai sao ngi Phng Tay lai b coi la khong co hnh anh
tch cc ve chnh ban than ho? Ngi My, v du, cung co the dien
nh bat ky ai au.
ung vay, the dien co trong tat ca cac nen van hoa t
ong sang Tay, ch nhng the hien cua the dien la khac nhau
theo phan bo a l va van hoa. Trong xa hoi van hoa Trung
Quoc, the dien gan vi uy tn, anh hng cua mot ca nhan, mot
tap the thong qua guanxi . Jean Brick
(1991: 129 - 30
)nhac en mot trng hp the dien theo ngha nay. Mot th ky
cong ty gii thieu cho ong chu mot ngi th ien Trung Quoc(
mot ngi ban cua co ta) en e mac mot so ng day trong c
quan cong ty. Khi bao gia thanh toan ngi th ien a co tnh ha
gia xuong di mc mat bang thanh toan thc te, e theo anh th
ien giai thch gi the dien cho co ban th k ang lam viec tai
cong ty. Anh cho rang ong chu cong ty se khen ngi co th k,
ban anh v a gi y thue ung ngi, vi gia re va se anh gia
cao hieu qua va s hieu biet cua co th k. The dien theo ngha
nay bao ham mot cai g o that mong manh, v no khong phu
thuoc vao chu the cua the dien ma vao khach quan ngi khac.
Trong trng hp v du ngi th ien neu ngi th ien lam
viec qua kem, nhng lai oi tien thu lao qua cao chang han, th
chuyen g se xay ra cho ngi gii thieu? Chac chan se mat the
dien v a gii thieu nham ngi.
The dien la mot yeu to giao tiep mang tnh xa hoi. Con
ngi trong cuoc song giao tiep hang ngay cung nh giao tiep
am phan thng mai luon luon tham gia vao qua trnh duy tr va
trao nhan the dien trong khi giao dch. Trong xa hoi van hoa
168
169
Trung Quoc , khong phai c khen nhau la trao the dien cho nhau.
ung la che ngi kho, khen ngi(e lay long cung rat kho). Khi
a ra li khen ai o, can tranh a ngi c khen vao tnh
huong kho x, v phan bac li khen th khong muon ma chap
nhan li khen th lai la khiem nha theo quan niem van hoa cua
ngi Trung Quoc.
The dien cung con la mot yeu to giao tiep am phan mang
tnh ca nhan. Ve phng dien nay, the dien gan nh ong ngha
vi danh d (ca nhan) cua chu the giao tiep am phan. Mot
ngi c coi la co the dien khi c cong nhan la c o, trung
thc va thang than. Noi cach khac, the dien gan vi t cach ao
c cua ngi giao tiep am phan. Trong nguon t lieu ve giao
tiep - am phan quoc te, cac van e ut lot, mua chuoc , la gat,
gia doi, thu han trong am phan thng mai quoc te, cot e at
c muc tieu li nhuan cho ch rieng mnh c pham tru hoa
trong cac phan ve quan he gia giao tiep - am phan vi ao c
thng mai. The dien, ve phng dien nay, la mot cai g o hoan
toan khong mong manh, hoan toan phu thuoc vao chu the giao
tiep, am phan, va ch b mat khi chu the giao tiep- am phanvi
pham cac tieu chuan ao c. Tuy vay, mat the dien trong pham
vi nay that rat kho lay lai.
Trong xa hoi van hoa Trung Quoc, the dien la cai thng
c nhac en cong khai. Chnh v the, co nha nghien cu cho
rang the dien Trung Quoc mang tnh xa giao ben ngoai (hng
ngoai) hn la van e thuoc noi tam (hng noi) . Co nhng van e
oi vi ngi phng Tay th gan vi nhan thc ao c (ung /
sai), con Trung Quoc gan vi the dien (vinh / nhuc). ng bao
gi vo tnh hay hu y lam lam cham en the dien cua phai vien
hay phai oan Trung Quoc. S mat the dien o la cai hon cua t
than cho thng vu am phan.
2.3. S knh trong oi vi ngi cao tuoi

Co le thanh a thanh qua quen thuoc vi ngi Viet cac
cau thanh ng co hnh thc am thanh Han - Viet : knh lao ac
tho , hoac cau thanh ng thuan Viet : yeu tre th tre en nha.
Trong gia th gia e tuoi cho . Cung nh ngi Trung Quoc, knh
trong ngi gia la mot net van hoa truyen thong cua ngi Viet.
Trong giao tiep - am phan ngi Trung Quoc xem tuoi tac la mot
yeu to quyet nh phong cach ngon ng, cach xng ho ma ho se
chon. Trai lai , trong xa hoi van hoa phng Tay tuoi tac khong
phai la yeu to quan trong trong giao tiep am phan. Nhng cau
hoi ai loai nh ong/ ba nam nay bao nhieu tuoi roi a? la cau
hoi khong co cai a v tao s than mat gan gui trong giao tiep
am phan phng Tay.
Chung toi (tac gia ) a quan sat thay tren cac tuyen xe
ien ngam Boston (Hoa K) co cac hang ghe gianh cho ngi
gia at cho tien li nhat cho viec len xuong xe, ngay pha sau
buong lai. Nhng cac hang ghe ay nhieu khi b bo trong tham
ch khi tren xe co ngi gia. Khong ai muon ngh mnh la gia va
ngoi vao cho danh cho ngi gia. Hnh nh trong van hoa phng
Tay, dam ngh ve ngi khac la a gia la ieu qua pham thng
, nhat la oi vi phu n. Trong tieng Anh, ngi ta a phai tao ra
mot t trung tnh gia Mrs (ba) va Miss (co), la Ms e tre hoa
oi tng. Chang c an tht an xoi, cung c cach goi cho
nguoi tam long!.
2.4 Nhng lu y khac

Ngoai nhng van e tren, khi giao tiep - am phan vi
ngi Trung Quoc, cung can lu y cac ieu sau ay:
Co hieu biet ve Tam giao (Lao giao/ Khong giao/ P hat
giao) la nhng ton giao a cam re sau trong cuoc song van hoa
170
171
Trung Quoc t hang ngan nam nay va van con anh hng manh
me trong cuoc song van hoa hien tai, nhat la Hongkong va ai
Loan. Kien thc ve tam giao se giup ly giai mot so nghi thc va
c tin cua ngi Trung Quoc trong chuan b va tien hanh am
phan.
Trong xa giao , cai bat tay la c ch van hoa pho
bien. Song trong tiep xuc vi ngi hn tuoi, nhat la ai Loan,

co the nam tay phai, dung tay trai boc tay phai , a len ngang
ngc, ong thi hi cui au. Hong Kong a tng la trung tam
thng mai quoc te, ni c dan a t nhieu ngi b quoc te
hoa song mot c ch nh vay van c chao on nong nhiet v
no cho thay s nhun mnh, knh trong va nha nhan cua ta.
ng bao gi bat ngi Trung Quoc phai t choi thang
thng. Khi t choi, ngi Trung Quoc, nhat la ngi Trung Quoc
luc a , thng noi ieu nay bat tien hoac viec nay kho lam.
Ngi Trung Quoc (luc a) co thoi quen van hoa la
vo tay khi chao mng hay chia tay. Ta hay vo tay ap lai ho.
3. NHAT BAN
Nhat Ban la cng quoc kinh te ln th hai tren the gii,
sau My va la quoc gia ang co au t ln Viet Nam. Neu trong
phat trien kinh te, Nhat Ban la mot hien tng oc ao, tao nen
cai ma cac nha phan tch kinh te goi la s ky dieu ong a, th
trong giao tiep am phan, Nhat Ban cung co mot phong cach
rieng rat oc ao. Phong cach giao tiep cua am phan Nhat khac
han so vi nhng quoc gia lang gieng gan gui ve tam ly va a ly
oi vi Nhat Ban nh Trung Quoc, Trieu Tien, va cang khac xa so
vi phong cach am phan phng Tay. V vay, trong nhng nam
va qua, nhieu cong trnh nghien cu ve giao tiep cheo van hoa
(cross-culture communication) a e cap rat manh en hien tng
phong cach giao tiep am phan Nhat Ban.
3.1. Tate Shakai

Tieng Nhat, Tate ngha la th bac tren di, Shakai la xa
hoi. Tate Shakai la xa hoi tang bac.
Noi chung cac xa hoi van hoa Chau a eu la xa hoi tang
bac. Trong cac xa hoi o, hoat ong giao tiep am phan oi hoi
phai tnh en quan he th bac. Trong quan he giao tiep hang
ngay, quan he th bac do cac yeu to tuoi tac, a v, trnh o hoc
van va gii tnh chi phoi. Trong am phan thng mai, yeu to chi
phoi quan he th bac la tam c cong ty, uy tn ca nha am phan
hay cua oan am phan, hoac quan he ai la ngi ban, ai la
ngi mua. Trong am phan, ngi mua la ngi co quyen oi
hoi, khach hang la thng e, va ngi ban co thai o chieu
long ngi mua.
Trong xa hoi van hoa Nhat Ban, o con la quan he OyabunKobun (thay tro). Quan he nay co goc re t thi phong kien cua
xa hoi Nhat Ban (1185-1868). Trong tieng Nhat, oya co ngha
la cha me, va ko co ngha la con, nhng oyabun-kobun
la cum t ch quan he thay tro, va sau nay no c dung e ch
quan he chu th. Ngi chu luc au la ngi day viec cho th, la
thay. Trong cac cong ty Nhat hien nay, ngi th ca, ngi day
viec van la ngi rat co uy tn, noi mot cau bang may cau cua
ngi khac. Mot kieu quan he tang bac khac la quan he SampaiKohai (tham nien), trong o Sampai la ngi co tham nien
cao, Kohai la ngi co tham nien t hn. Sampai ch bao kinh
nghiem cho Kohai va ap lai, Kohai bo qua nhng iem yeu cua
Sampai.
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173
Quan he Sampai- Kohai co khi keo dai en ca i ngi.

Cung giong nh quan he Oyabun- Kobun, Sampai- Kohai la quan
he ma thanh cong hay that bai cua cac ben eu anh hng en
pha ben kia, gan giong nh kieu xau chang ho ai trong xa hoi
van hoa Viet Nam.
3.2. Amae
Amae co ngha la um boc lan nhau, tng than tng ai.
Amae la nep song van hoa xuat hien trong boi canh lch s cua
mot xa hoi at chat ngi ong, phai cung nhau chia xe nguon tai
nguyen t oi e cung ton tai. Nha Nhat Ban hoc ngi My Diana
Rowland (1985) khi so sanh van hoa Nhat Ban- phng Tay giai
thch: Amae la mot khai niem van hoa khong the dch trc tiep
sang tieng Anh. Amae co the v nh tnh cam che ch, bao dung
cua ngi me danh cho con va s bau vu tin tng cua ngi con
ap lai danh cho ngi me. Trong giao tiep hang ngay, bieu hien
cua Amae la thai o a ngot cua ngi Nhat vi nhau va s de
chng trc nhng ngi nc ngoai, nhng ngi ma ho khong
co quan he Amae. Amae bieu hien manh nhat trong cac moi
quan he gia nh, cong ong, cong ty. Chnh v Amae ma ngi
ta thng hay noi en mot kieu hnh mau cong ty kieu Nhat Ban,
hnh thc cong ty ni moi ngi coi nhau nh thanh vien mot gia
nh. Va tham ch ca Nhat Ban cung c ngi ta goi la mot
Japan Inc. (Tong cong ty Nhat Ban)
Trong giao tiep va am phan, ngi Nhat bao gi cung co
giai oan xa giao lam quen, bay to mong muon hieu biet lan
nhau, quan he, lam an lau dai, ch khong i thang vao viec nh
ngi phng Tay. Gan nh thanh mot cong thc am phan theo
kieu Nhat Ban, o la am phan qua bon giai oan: (1) giai oan
mao au, lam quen; (2) Giai oan vao viec da tren c s hieu
174
biet lan nhau; (3) giai oan thuyet phuc; (4) giai oan thoa thuan,
ky ket. Tham ch, trong giao tiep hang ngay, ngi Nhat cung
khong vao e thang. Mot ngi Nhat sang hang xom mn cai
xeng, anh ta cung bat au t nhng chuyen khac chuyen mn
cai xeng trc khi bc vao chu e chnh. Mot vai triet hoc ngon
ng phng Tay a s dung thc te van hoa nay e thuyet minh
ve phep t duy hnh xoan oc cua ngi phng ong cua ho.
Amae la mot ban sac van hoa co cai g o gan nh cai
nep an trong noi, ngoi trong hng, e khoi c long ta xot
xa long ngi trong nep song van hoa Viet Nam. ung la, trong
giao tiep am phan thng mai, ngi mua co li the cua thng
e c t do la chon chat lng va gia ca hang hoa, dch vu
theo nh mong muon. Nhng ben canh cai t do ay la y thc ve
Amae, y thc trach nhiem ngam phai xem xet quyen li, li nhuan
ma ngi ban xng c hng. am phan thng mai theo phong
cach Amae Nhat Ban v the ve nguyen tac, khong mang mau sac
sat phat bang moi gia va moi cach.
3.3. Wa
Wa, tieng Nhat, co ngha la hoa. e gi wa, trong giao
tiep am phan, ngi Nhat rat ngai t choi thang.
A
a
Gi hoa
Ngi Nhat co ti 16 (mi sau) cach khc t khong

dung ch khong ma van co ngha la khong (John Graham &
Yoshihiro Sano: 19993). Di ay la mot vai dan chng:
- Ill check it and do whatever I can (Toi se kiem tra lai
va se co gang het sc)
175
- I ll do may best after discussing with my senior

executive (Toi se co gang het sc sau khi trao oi vi sep cua
toi.
- Ill think about it (Toi se suy ngh ve van e nay)
- Ill handle it the best I can (Toi se x ly van e nay
bang het kha nang cua mnh)
- Its very difficult (Chuyen nay kho lam)
- Ill consider it in a forward looking maner. (Toi se xem
xet van e nay theo hng nhn ve tng lai)
- Ill make an effort (Toi se th xem)
Cung nh Amae, Wa la mot gia tr van hoa c anh gia
cao trong xa hoi Nhat. Ngi ta anh gia cao s hoa hp, co khi
la nn nhn, theo kieu cot sao cho kn tren ben di, vui ve t
trong gia nh (Chong gian th v lam lanh; Mieng ci tum tm
rang: Anh gian g?) en ra ngoai xa hoi (Li noi chang mat tien
mua; La li ma noi cho va long nhau.) Tham ch trong xung
ot y kien (Mot cau nhn la chn cau lanh) nh trong xa hoi van
hoa Viet Nam.
A
a
Trong giao tiep - am phan, chnh cai y thc ve Wa cua
ngi Nhat khien cac nha am phan phng Tay thng hay
than phien ve s kho khan trong thu nhan thong tin phan hoi t
pha Nhat. Pha Nhat hnh nh ch phan hoi y kien sau khi d
nh phan hoi cho oi phng a c ban bac, thong nhat thoai
mai trong noi bo ho. oi vi cac nha am phan phng Tay, s
khong co tn hieu phan hoi tc thi t pha ngi Nhat sau khi
176
am phan la ong ngha vi s t choi. Nhng nhieu khi s that

khong han la nh vay.
Co nhng cai g o gan nh van s khi au nan trong
moi quan he giao tiep am phan vi ngi Nhat. Mot khi a co
quan he ban hang, ngi Nhat muon co Nagai Tsukiai, tieng
Nhat, Nagai la lau dai, Tsukiai la quan he, tnh cam ban be.
Nagai Tsukiai la mong muon quan he lam an lau dai.
3.4. Honne va Tatamae

Nh tren a trnh bay, ngi Nhat anh gia cao s hoa
hp, co khi en mc khien ngi giao tiep, nha am phan quoc
te sanh soi khi ng trc s chnh chan cua ngi Nhat van phai
t at cau hoi ay la s chan thanh hay thc s ch la bc man
khoi (Diana Rowland, 1985). au la Honne (s that ben trong)
va au la Tatemae (s that ben ngoai) va lieu hai cai s that o co
trung khp len nhau khong. Trong giao tiep va am phan vi
ngi Nhat, ch bam lay Tatemae (s that ben ngoai) thoi th
khong u v cai chnh ta can la Honne (s that ben trong) cua
cuoc giao tiep am phan.
A
a
Honne
au la Honne trong cac phat ngon sau:
- Do not hesitate to express your own opinion (ng
ngai bay to y kien rieng cua ban).

- Please drop by my house any time (Re qua nha toi chi
bat ky luc nao cung c).
177
Trong mot xa hoi van hoa lay ch Hoa lam trong, ngi
noi ch noi cai ngi nghe thch nghe. Bay to y kien rieng? Co
ung that la ngi noi muon nghe y kien rieng? Va li mi ca
mieng cua ngi Nhat (re qua nha toi chi bat ky luc nao cung
c) co ung la li mi? Co ung la luc nao cung c?. That ra
nhng phat ngon va trch co cai g ay giong nh cau Anh/ ch/
Ong/ Ba i au ay? trong giao tiep van hoa ngi Viet. Khi phat
ngon, ngi noi quan tam en nghi thc hn la noi dung phat
ngon.
Tng t au la Honne trong cac phat ngon sau:
- I am the president of a very small company (Toi la chu
tch mot cong ty rat nho).
- I hold a very insignificant position (Toi gi mot chc vu
rat nho).
- I am not very confident I can do it (Toi khong chac lam
la toi co the lam c ieu nay).
- I am sure I can not do this job very well (Toi chac chan
la toi lam viec nay khong c thao lam).
A
a
Ro rang, khong the can c vao ngha en cua cac phat
ngon va dan, ngha la can c vao cai vo ngon ng c trnh

bay, c boc lo nh mot Tatemae, e x ly thong tin trong cac
tnh huong giao tiep, am phan cac phat ngon tren... Theo cac
nha Nhat Ban hoc, cac phat ngon kieu nay co nguon goc t s
khiem nhng, la net tnh cach van hoa truyen thong cua ngi
Nhat. Chung rat de gay hieu lam nhat la khi ngi nghe la ngi
phng Tay, la ngi co cach giao tiep van hoa khac han, nhng
ngi co the co nhng phat ngon kieu nh: Toi co mot cong ty
rat ln; Toi rat t hao ve...
3.5. Naniwabushi
Tieng Nhat, Naniwa la ten goi cu cua Osaka ngay nay,
Bushi la giong noi. Giao s Hitomi Masuhara, thuoc ai hoc Lutton
(Vng Quoc Anh) ghi giai thch khai niem nay trong phieu tham
do nh sau: Naniwabushi la cam nhan ve gia tr tnh ban, s can
nhac ve ao ly e i en quyet nh co khi gay thiet hai cho ca
nhan mnh.
Trong am phan, Naniwabushi la s tan tnh cung cap
thong tin cua ngi ban. Ngi ban mieu ta chi tiet cai ho co va
ieu ho can e ngi mua xem xet va quyet nh. Ngi ban
khong phan oi, cung khong yeu cau ngi mua giai thch quyet
nh cua ho. Qua trnh trao o thong tin hoan toan la mot chieu,
t ngi ban en ngi mua.
3.6. No Tataki Uri

Tieng Nhat, Tataki la gi cao anh se, Uri la ban. No
Tataki Uri la phng thc ban hang bang cach neu gia that cao
roi ban vi gia ha hn nhieu. ay la cach thc ban hang cua
nhng ngi ban chuoi rong tren ng pho Nhat trc kia nen
ay con c goi la phng thc ban chuoi. Trong am phan,
ngi Nhat cung ap dung phng thc ban chuoi trong am phan
gia.
3.7. Ishin- Denshin

Ishin- Denshin, trong tieng Nhat, co ngha la giao tiep
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179
khong bang li, theo ngha tch cc cua t nay. Hieu mot cach
n gian, Ishin- Denshin co ngha la s im lang, nhng khong co
ngha la phan oi.
3.8. Nemawashi
Tieng Nhat, Ne la re, Mawashi la vun trong. Goc re co
sau ben th cay mi xanh ti, la mot cau thanh ng cua ngi
Nhat.
Trong am phan, ngi Nhat lo trc chuyen gap g, thao
luan y nh cua mnh vi ngi khac. Cai dien ra tren ban am
phan co khi ch mang tnh thu tuc, thong qua nhng g a c
thong nhat.
3.9. Shinyo
Tieng Nhat, Shinyo la s tin nhau, gan ruot, ch tnh vi
nhau va ru nhau i... anh chen. Theo con so cong bo, chi ph
hang nam cho vui ve nhau nhet trong giao tiep va am phan
Nhat chiem ti 1,5% tong thu nhap quoc noi (GNP) trong khi chi
ph cho quoc phong hang nam ch tieu ton co 0,9% cua GNP
(John Graham & Yoshihiro Sano: 1995). Giao tiep - am phan co
nhau nhet, tang qua e bieu lo tnh than la nep song van hoa xuat
phat t mot xa hoi trc ay ngheo ve vat chat.
4. HOA KY
Hoa Ky (ten goi ay u: Lien Bang Hoa Ky, hay Hp
chung quoc Hoa Ky) la mot quoc gia tre, xuat than t nguon
goc thuoc a.
180
Ngay 12/10/1942, nha hang hai ngi y Christopher

Columbus, nhan danh Quoc vng Tay Ban Nha, a at chan
len Chau My, ni ong tng nham la an o. Bay nam sau, nha
hang hai x Florentine ten la Amerigo Vespucci a en ca song
Amazon, Nam My va xac minh ay la mot chau luc mi, ch
khong phai la an o nh Christopher a lam tng. Nam 1507,
can c vao nhan nh cua Amerigo Vespucci, nha a ly ngi
c Martin Waldseenmueller a at ten cho chau luc mi c
phat hien la America (Theo ten cua Amerigo). Va cung ke t o,
qua trnh thuoc a hoa Chau My bat au. Cac cng quoc Chau
Au canh tranh nhau d doi trong cong cuoc tuyen bo chu quyen
lanh tho va thanh lap cac thuoc a mi Chau My. en cuoi the
ky XVII, s phat trien cua cac nc t ban Bac My a cham ngoi
cho cuoc chien tranh gianh oc lap cua mi ba x thuoc a
thuoc Anh Bac My. Thang 7/1776, tuyen ngon oc lap cua
nc My c thong qua va nam 1783, Anh ky Hiep c Paris,
chnh thc cong nhan oc lap cua My.
T mot nc cong hoa tre tuoi (gom 13 tieu bang khi
nguyen), ngay nay Hoa Ky tr thanh mot quoc gia rong ln gom
50 tieu bang, mot sieu cng kinh te the gii. o la ket qua cua
qua trnh khai hoang m at, m rong bien gii, phat trien kinh
te cua chnh ngi dan My cong them nhng thuan li ve mat a
ly cua nc My (cach xa cac trung tam xung ot cua the gii). Sau
ai chien the gii th Nhat, My noi bat len tr thanh mot ga nha
giau, mot chu n cua cac cng quoc thang tran Chau Au. Sau
ai chien the gii th hai, My tr thanh quoc gia ng au phng
Tay ve kinh te.
A
a
Nha trieu phu My
Chau Au a phat hien ra cai g mi - nha trieu phu My.
181
Ong ta sang Chau Au vi tui tien ay ap, ong i o ay nhn

khap, mom ngam x ga. Ong ga con gai cho cac v cong hau
khong xu dnh tui. Ong sam tham, mua cac bc hoa, tng, sach
hiem, lau ai, nghe thuat ep nhat va xau nhat, mua ch e ma
mua. Ong nang nhng ngi buon ban nghe thuat, nhng tay
pha san sng so, nhng ten bp bm, nhng chan nghe sy, va
nhng ke lam gia nhng lo mot uc trong o go mi. Ngi ta ve
tranh biem hoa ong, rn ong- nhng ong mua lien. Nhieu khi ong
khong ngu ngoc tre con nh ve ngoai, nhng n gian ch la ong
ban viec, lai lam qua nhieu tien, khong biet tieu ra sao, ch co y
ngha l m van minh la cai g o can phai mua khi co v trong
tui. oi khi, nh Paul Morgan, ong biet ro mnh mua cai g, oi
khi khong biet. Lam luc, ong b la. Nhng cuoi cung, o mua
c cung en My, va nhieu o nh the lam tang s hng thu
va phuc li cua nhan dan.
Ni ay cung m rong mot cach la lung y niem My ve
cong lao va tien. Nhng bac ai c phu- tuyet ai a so eu cho
rang giau nh the la cha u. Rat nang ong trong cuoc i lam
lung, nhng khi a co tien, ho cung khong chu ngoi yen mot cho
ma ngh ngi hng lac. ong tien khien ho day dt, v neu
khong biet c bat k ieu g khac na th ho cung biet c tien
la quyen uy. Ho sinh ra ngheo kho, chu kiep dan en. Nay ho co
the o tien ra mua cong hau cho con gai, neu ho muon, khong co
chc tc qu phai nao ho co the mua cho ban than. Nhng co
tien cung phai lam g ch!.
(Stephen Benet (1898- 1944), phong theo ban dch cua
Hu Ngoc, NXB The gii, 1995).
A
oan mieu ta nha trieu phu My tren ay la cua nha van

My Benet c nhieu ngi cho la mot bc chan dung nha trieu
phu My ien hnh. Song, nhng hnh anh nh kien van hoa
nhieu khi ch co gia tr thng thc nhieu hn la gia tr ng dung
trong hoat ong thc tien. Kho co the co nha trieu phu, hay nha
am phan ai dien cho nha trieu phu nhieu tien en mc khong
biet tieu ra sao, ch co y ngh l m van minh la cai g o khi co
v trong tui. Chan dung nha trieu phu My theo mieu ta cua Benet
qua la kh khao qua, ngay ngo qua, ch biet tieu thoi, chang
biet g, giong nh mo tp nhan vat lang mang trong th Xuan
Dieu trc Cach mang (Ch biet yeu thoi chang biet g). Nhng
yeu th con la c, con co muc ch, ch tieu theo kieu tra tien
cho ca kieu ve tranh biem hoa mnh th that het cho noi.
Trong thc te, t ai chien the gii lan th 2, nc My a
tr thanh mot trong nhng quoc gia hang au ve nghien cu kinh
te va quan tr kinh doanh. Rieng ve nghien cu am phan thng
mai quoc te, nhng thap ky cuoi cua the ky XX, ngi My co
nhieu thanh tu mi. Ngi My nghiem tuc nhn lai mnh trong
moi quan he lam an vi cac oi tac cua ho. Di ay, xin trnh
bay s lc nhng rut kinh nghiem cua cac nha phng phap,
chien lc va sach lc am phan My theo cach nhn cua ho.
Cac van e c neu da tren c s so sanh oi chieu cach hanh
vi van hoa trong hoan canh giao dch lien van hoa, lien quyen li
va lien muc ch.
4.1. S khao nhng nghien cu ve am phan trong nhng nam

gan ay My.
4.1.1. Th tm mot ly giai
Co the noi nhng thap ky cuoi cung cua the ky XX a
chng kien s m rong cua nhng nghien cu ve am phan.
Nguyen nhan cua s n ro ay co the nhieu, nhng co the iem ra
182
183
mot so nguyen nhan c ban a dan en hien trang nay:
S ket thuc cua chien tranh lanh (Cold war) a tao ra
mot cai th phao nhe nhom cho cac gii chnh tr va kinh doanh
von rat nhay ben vi thi cuoc. Ngi ta dng nh v le ra mot
ieu khon khong qua nhe, khoe khong qua li. Nhng ke t cho
mnh la manh cung t muon co mot trat t the gii tao ra t s hoa
giai cac quyen li xung ot thong qua am phan ch khong phai
theo kieu ra lenh, ap at. Khong the dung sung an va vu lc e
noi chuyen vi nhau. Tren qui mo toan cau va tng khu vc xuat
hien xu the lay oi thoai thay cho oi au hoac bien bai chien
trng thanh th trng.
Xu the hoi nhap, xu the khu vc hoa va toan cau hoa
la xu the chung cho mot the gii kinh te ma khong co mot quoc
gia nao ke ca My, ga khong lo ve kinh te, co the ton tai mot cach
hoan toan oc lap, khong chu bat ky anh hng nao t ben
ngoai. Trong moi quan he kinh te tng tac o, am phan tr
thanh cong cu e tm kiem giai phap xay dng, tranh tac ong
tieu cc hoac pha hoai cua hoan canh khach quan trong chng
mc co the.
Xu the chuyen sang kinh te th trng tren qui mo
toan cau sau s sup o cua Lien Xo cu va s tan ra cua cac nen
kinh te tap trung ke hoach hoa ong Au lam cho hoat ong th
trng tren qui mo toan the gii tr nen nhon nhp hn, san sinh
ra cac moi quan he buon ban day ac hn. Trong cai th trng
rong ln va ay bat trac o, nha doanh nghiep, bat ky tam c
nao trong bat ky lnh vc nao, cung eu can am phan, t ra la e
tm hieu oi phng, tm kha nang va c hoi li nhuan, neu khong
phai la e toi a hoa li nhuan.
S ky dieu ong A , theo cach noi cua cac nha kinh te
hoc hien ai, a ong gop vao viec lam noi troi vai tro cua nen
van hoa Chau a noi chung va van hoa doanh nghiep Chau a noi
rieng va co anh hng en nhu cau nghien cu giao tiep va am
phan oi vi cac quoc gia thuoc khu vc nay. a xuat hien nhng
cong trnh nghien cu va phan tch kinh te ni vang len tieng noi
cua Chau a, mot tieng noi ay ban lnh va t tin, ay t hao ve
truyen thong van hoa lau i va ve nhng thanh tch trong tang
trng kinh te khien cho phng Tay khong the xem thng.
Xuat phat t nhng nguyen nhan tren, cac cong trnh
nghien cu ve am phan xuat ban My trong nhng thap ky va
qua xoay quanh:
(1). Cac van e bnh dien ly thuyet ve am phan tren
moi phng dien, trong o co am phan chnh tr va am phan
kinh te thng mai la nhng van e then chot;
(2). Cac van e ve ky thuat am phan tren moi phng
dien c nghien cu tien kha thi en nghien cu kha thi, chuan
b am phan, tien hanh am phan, ket thuc am phan, giai quyet
cac van e sau am phan;
(3). Cac van e kinh nghiem am phan, moi cap o, t
am phan mc s cap di nhng nhan e ngo nghnh nh:
Hng dan am phan cho nhng ke dai kh en nhng cong
trnh tam c dung lam tai lieu giang day khoa kinh doanh cua
cac trng ai hoc ln (nh Harvard, MIT);
(4). Cac van e quan he gia am phan vi luat, vi ao
c kinh doanh, vi tham vong ca nhan va vi cac phuc li xa
hoi khac biet trong cac xa hoi khac nhau;
(5). Cac van e thuoc pham chat, nang lc, t cach va o
tin cay cua ca nhan cac nha am phan.
184
185
4.1.2. D an am phan Harvard

D an am phan Harvard la mot d an nghien cu cua
Harvard University nham vao cac van e am phan, phat trien
va truyen ba cac phng phap cach tan ve am phan va hoa giai
(Mediation). No la mot bo phan cua chng trnh am phan, mot
to hp nghien cu t van cua cac hoc gia ai hoc Harvard, MIT
(Vien Cong nghe Masachusettes) va nhng ni khac. Cac hoat
ong cua d an bao gom:
(1). Xay dng ly thuyet ve am phan;
(2). Giao duc va ao tao ve am phan;
(3). Xuat ban cac nghien cu ve am phan;
(4). Nghien cu thc a ve am phan;
(5). Cong tac nghien cu ve am phan;
Co nhng cong trnh thuoc d an nay a c dch sang
tieng Viet, v du e at c thoa thuan- Thng lng thanh
cong ma khong thua thiet cua Roger Fisher & Willam Ury (ban
dch cua NXB thanh pho Ho Ch Minh, 1994). Cong trnh nay a
c xuat ban vi so lng tren 2 trieu ban, bang 18 th tieng
khac nhau tren the gii.
4.2. Nhng gia tr van hoa My:

Di ay, mot so ac trng gia tr van hoa My co anh
hng en am phan c e cap theo tinh than Biet mnh la
minh, biet ngi la thong, biet mnh, biet ngi la cng (Cham
ngon co Trung Quoc).
4.2.1. Van hoa Noi ham

Trong c cau dan c cua My, 83% la ngi da trang, 12%
la da en va 5% la ngi a da vang. Khach en My thng ngac
nhien ve s a dang ve mau da cua c dan at nc nay, con
ngi My coi ay la ieu ng nhien. Ch can qua vai the he,
nhng phong tuc tap quan cua co quoc ma ngi dan nhap c
mang en My se b ninh nh trong cai Noi ham van hoa My.
Cai chat mi c tao ra c nha van My v ai Mark Twain ch
ra khi so sanh kh chat ngi Anh vi kh chat ngi My. Ong
mieu ta ngi Anh la Ngi lam mot cai g o v viec o a co
ngi lam roi con ngi My la ngi Lam mot cai g o v viec
o cha co ai lam. Ngi My thch th sc vi cai mi v tin
rang cai mi hn la cai tot hn. Vi t cach mot dan toc hnh
thanh t cac luong nhap c keo dai trong suot lch s My ti nay,
ngi My c tha nhan co tinh than tien phong. Trong the ky
XIX, tinh than nay soi suc trong cac cuoc san tm vang va khai
pha at hoang mien Tay. Khat vong tm mot cuoc song mi la
mot ac iem van hoa noi bat trong tam hon ngi My. Theo con
so thong ke ghi nhan c, mot ngi My trung bnh thay oi cho
14 lan trong i, do cac ly do tach ho, chuyen viec, lui bai hoac
phat len ve kinh te, chnh tr. Nhieu khi ly do ch la tnh phieu
lu hoac thay oi, tm kh hau thch hp cho ban than.
4.2.2. Ngh thang

Theo Joel Wallace va Gale Metcalf (1995) th t duy ac
trng theo phong cach My la t duy lo gc tuyen tnh, theo o tat
ca moi th tren i eu co nguyen nhan co the kham pha ra
c. Noi cach khac, moi th khong t nhien xay ra va eu la ket
qua cua mot cai g o, t A gay ra B dan en C, va nhng th nay
phai c minh chng bang cac c s thong so d lieu cu the.
186
187
Nha am phan My ngoi ben ban am phan coi oi phng

la ong thay ra d kien e ho giai am phan. Nhng bai toan co
d lieu bang cam giac, linh cam, thieu c s xac thc la nhng
bai toan vo ly, hay t ra cung la vo nghiem oi vi nha am phan
My. Nha am phan My thng cam thay kho chu trc nhng t
duy ma ho cho la roi ram, mong lung, khong tap trung vao
van e can giai quyet va tan man, co khi lac e. Nh mot hoc
sinh oc lap lam bai, nha am phan My muon co c s d lieu
ay u, suy ngh tren nhng d kien o, t mnh tm ra ap so
cua bai toan va quyet nh ha but, ong khung ket qua trong ky
ket hp ong.
4.2.3. Noi thang

Phan ln moi ngi eu cho rang noi thang la mot c
tnh tot, nhng luc nao cung la ieu cha han a la tot trong cac
nen van hoa trong quan he tang bac. Tieu chuan van hoa My cho
rang noi thang luon luon la tot, va tieu chuan nay cho phep con
cai tranh luan vi bo me, hoc tro co the bac y kien cua thay,
ngi lam cai lai ong chu khi y kien cua ong chu khong ung.
Ngha la, ngi My khong b rang buoc bi quan he tang bac
trong dien at y kien, tnh cam cua mnh.
4.2.4 . Canh tranh

Cac nha phan tch van hoa cho rang cai noi thang trong
tnh cach My cung co nguon goc cua no: o la ban chat thch
canh tranh cua ngi My. Canh tranh tat nhien co kha canh tot
cua no trong thuc ay va khch le moi ngi co gang het sc mnh
trong kinh doanh cung nh trong cuoc song. Nhng khat vong
muon vt len ngi khac (bang moi gia) de xo ay ngi ta vao
cho vo tam.
4.2.5. Tnh oc lap:

Cac thanh vien cua nen van hoa My c khch le t
trong nha trng loi t duy oc lap. Neu ta hoi mot phu huynh
My ho muon con cai ho se lam g trng, ho se tra li ai loai:
Toi muon chau biet oc lap suy ngh. , hoac Toi muon chau
hoc e sau nay biet t ra quyet nh, biet t ng len bao ve niem
tin, va co kha nang ng au vi nhng thach thc cua cuoc
song hien ai. Khac vi phong cach giao duc My, phong cach
giao duc co truyen phng ong trong viec ghi nh kien thc,
trong tnh can cu cham ch va a tao ra nhng nha doanh nghiep
sau nay co tr nh tot, biet cham chu lang nghe, biet tong ket,
nam bat van e ranh mach en tan tng chi tiet nho, biet can
than va than trong trong hanh ong. Mot nhan nh khai quat
nh the khong co ngha My khong co ngi cham ch, phng
ong khong co ngi sang tao, ma ch co y ngha anh hng cua
giao duc co chi phoi phan nao cach ngh cua cac nha am phan
vi t cach la nhng ca nhan cu the, con e cua mot nen van hoa
cu the, mot nen giao duc cu the.
4.2.6. Van hoa bien cng

Tnh oc lap cua ngi My thng c giai thch nh la
di san cua nen van hoa bien cng (frontier). Vung bien cng
cach nay hn the ky la vung at mien Tay dan c tha tht, ay
nhng canh rng hoang, nhng ngon thac ni ngi dan di c ch
co loi mon cua ngi da o ch loi. Thien nhien khac nghiet va
cuoc vat lon e sinh ton tao cho ngi dan di c nhng pham
chat nh tnh chuong c bap, t lc, dung cam, dam lam, phieu
lu, ganh ua, say nghien thanh at. Cac cuoc san vang
California, san bac Montana, m mang at mi mien bien cng
pha Tay a tao ra bao cot truyen cho bao cuoc phieu lu en nay
van con lam ngay ngat tr tng tng cua ngi My.
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189
4.2.7. Chu ngha ca nhan.

Mot gia tr quan trong cua van hoa bien cng la chu
ngha ca nhan. Trong hoan canh bien cng thi khai hoang m
at cach nay hn the ky, con ngi mot mnh tung hoanh, oi
dien vi th thach, e doa va t tm phng thc tao ra chien
thang cho chnh mnh. Hnh anh cua ngi hung bien cng
c ien anh My a thanh huyen thoai trong nhan vat John
Wayne. Cai ten John Wayne nay a tr thanh bieu trng cho chu
ngha anh hung ca nhan kieu My. Di san cua chu ngha ca nhan
khien cac thanh vien cua nen van hoa nay ngh mnh la oc ao,
la mot con ngi rieng, khong theo mot hnh mau tap the nao,
khong giong bat ky ai, trong khi tren thc te tat ca nhng ngi
My ng nhien eu co nhng tng ong.
Trong the gii kinh doanh My, co hai t quan trong: T
nhan (private) va li nhuan (profit). Thng trng la chien trng
(Nc My khong phai thien ng; nc My cung khong phai a
nguc. Nc My la ni quan ao gia cac ca nhan theo uoi cac
muc tieu va y tng li nhuan khac nhau). Chu ngha ca nhan
cung chi phoi tam the kinh doanh cua ngi My. Trong the gii
kinh doanh My, luon co s nghi ng vao vai tro can thiep cua
Chnh phu vao kinh doanh. Ngi My tin rang s ton tai cua
Chnh phu ch la e bao ve t do ca nhan cua ho.
4.2.8. Quy thi gian.

Tiersky (1990) a viet ve tnh ung gi, tnh quy thi gian
cua ngi My di mot tieu e kha hap dan Nhanh len! Nhanh
len! Nhanh len!. Hay ung gi; Thi gian la vang bac; ng
lang ph thi gian; Thi gian khong ch i ai la nhng thanh
ng ngi My yeu thch, phan anh tnh sat sao ve thi gian va
hieu qua cong viec cua ngi My. Vi nhng c tnh nh vay,
ho tao ra cho mnh mot khong kh va nhp o lam viec khan

trng, vao viec ngay, giai quyet van e nhanh. Tuy vay, nhng
nghien cu so sanh phng phap lam viec ong - Tay cung ch
ra rang ngi My ra quyet nh nhanh nhng thc hien quyet
nh, ngha la trien khai d an cham. Ngc lai, ngi Nhat
cham trong khi ra quyet nh nhng mot khi a ra quyet nh th
viec trien khai d an lai nhanh.
4.2.9. Nghi thc xa giao

Giong nh trong nhieu nen van hoa khac, ngi My s
dung trong giao tiep am phan nhieu cum t mang tnh nghi thc
xa giao (Chung ta se lai gap nhau / Hen gap nhau sau/ Luc nao o
chung ta cung i tiec tra... ). Nhng cum t mang tnh xa giao
ch nham giup viec giao tiep cho troi chay. Khong nen coi o la
chuyen that.
Ngi ta cung thng nghe thay hai cum t ngi My hay
noi Excuse me (Xin loi) va Thank you (Cam n). Xin loi
c dung khi ngi xin loi pham vung khong gian ca nhan
xung quanh ngi khac. Khi mot ngi en qua gan ngi khac,
hoac ung phai ngi khac trong am ong, ngi ay noi xin
loi. Xin loi v ho a vi pham khong gian ca nhan, tham ch va
cham, nhng ieu van hoa khong cho phep, nhng cung e bieu
th vi pham cua ho la khong co y. Ngi My cung hay dung
Excuse me khi lam phien ngi khac. Ho se noi Excuse me
khi ho muon at cau hoi, khi chen vao trong thao luan...
So vi ngi a, th ngi My dng nh hay dung cum t
Thank you (Cam n) hn. ay co le la cum t mang tnh nghi
thc xa giao c s dung pho bien nhat trong von t vng hang
ngay cua bat ky mot ngi My lch s nao. Cam n ch la phng
thc bieu thai o lo lch thiep vi bat ky ai, ch khong han la thai
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o to long biet n nh mot ngha vu tnh cam. Nha am phan My

se noi Thank you khi co ai o i trc nhng loi hoac gi ca
t ong giup cho ong ta/ ba tavao phong am phan hoac khi
nhan vien tiep tan mang ti cho ong ta/ ba ta mot li tra.
Ngi My cung noi Thank you khi muon giam y thc
ve ngha vu cua ho trong quan he hang ngay hoac trong quan he
lam an. Ho khong muon b vng van vi cai cam giac la con
mot mon n can phai tra va nhieu khi gia hai ngi My, mot
cau cam n chan thanh coi nh la tra xong. ieu nay co ve nh
khong on lam trong nhng nen van hoa khac, song phang thc s
ay, nhng ma sao co the tra n bang mot cau cam n?
Trong nhieu nen van hoa, nhn thang vao nhau la c ch
mang tnh thach o. Ngi ta tranh nhn thang vao mat nhau khi
trao oi, nhat la oi vi ngi tren. Song ngi My khi gap c ch
tng t (tranh nhn thang) th ho lai cho rang ngi ang giao
tiep vi ho ang che giau ieu g o, hoac ngi o thieu that tha
hoac thieu t tin. Ngi My trong c ch giao tiep bang mat (eye
contact), moi lan nhn cho phep t 5 en 7 giay, lau hn lai
thanh s au yem qua, nhat la oi vi ngi phu n. Duy tr giao
tiep bang mat (trong khoang thi gian ngat oan) cho phep tao
cho ngi noi/ ngi nghe la ngi My co cam giac ngi giao
tiep/ am phan vi ho la ngi chan thanh, quan tam en van e
va t tin.
4.2.10. An uong tiec tung.

Tai cac cuoc am phan, ngi My hay co ba an cong
tac, co the la sang (7-9 gi sang) , hoac tra (12- 13 gi) hoac toi
(19- 21 gi). Cac ba an cong tac (bussiness meals) thng c
to chc cac khach san hoac nha hang phu hp va ngi ta co
the thao luan cong viec trong khi an. Trong khi thao luan kinh
doanh, co the lan man sang cac van e xa hoi ngoai le. Van e la
khi c mi khach nen en ung gi.
oi khi khach c mi en nha rieng, thng la vao ba
toi, keo dai khoang 19 en22 gi. Khach nen en sm hn thi
gian trong giay mi t 5 en 15 phut. Neu en cham hn thi
gian trong giay mi, nen ien thoai cho chu nhan biet khi nao th
khach co the en. Thi gian ra ve hoan toan la do khach nhng
nen la sau khi a an uong , uong ca phe va noi chuyen oi chut.
Khi thay vai ngi khach a lac ac ng len chuan b ra ve, neu
ta trong am thc khach th nen nhan c hoi o ma rut theo, neu
ta muon. ng lam ngi au tien cung ng lam ngi cuoi
cung ri khoi ba tiec .
Tiec ng la hnh thc tiec tng oi pho bien trong giao
tiep kinh doanh My. Muc ch cua no la tao ieu kien cho thc
khach gap g, noi chuyen, lam quen vi nhau va vi nhieu ngi.
Thc khach i vong quanh, theo nguyen tac hoat ong mang.
Quy tac c ban la tm va noi chuyen vi ngi ta co cam giac
thch noi chuyen cung. Ai ai cung co the noi chuyen vi bat k ai.
Thc khach co the quay vao mot nhom hoac ri ra cho khac tm
ngi noi chuyen. Chu e cau chuyen thng la nhe nhang, nam
trong quan tam chung cua moi ngi (gia nh, nghe nghiep, the
thao) hoac cac van e thi s (kinh te ,chnh tr)
4.2.11 Qua cap

Khong co quy nh cu the nao ve qua cap trong thong le
van hoa My, nhng nhn chung th ngi My t tang qua cho
nhau hn ngi chau a. Phan ln qua tang, trong cuoc song hang
ngay la cho ban than hoac ho hang. Trong tang qua khong co
thong le co i co lai. ng buon neu khi ta tang qua ma khong
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193
nhan c qua tang lai. Khi nhan qua ngi My thng m ngay
va phat bieu cam tng ve mon qua kem theo li cam n, hoac
neu xa ho cung thng co may li qua th. Ngi chau a thng
hay tang qua e tang cng quan he. Ngi My khong co thong
le ay; ho tang qua ch n thuan v thay mon qua ay nam trong s
thch cua mot ngi ma ho quan tam. Khi c mi en nha
rieng ngi My thng mang theo mot mon qua, v du, chai ru
hoac mot bo hoa hoac chut banh keo, tuy tng oi tng.
Gii kinh doanh My oi khi tang qua khong v cai g
ngoai e quang cao. Ho khong quan niem qua cap la th vat chat
nham giup that chat quan he . Ngc lai ho cho rang khong can
co quan he chat che ve tnh cam ngi ta van co the lam an
thuan buom xuoi gio vi nhau, can g phai thng xuyen qua cap?
nhieu cong ty My co chnh sach ro rang cam tang hoac nhan
nhng mon qua vt qua nhng gii han nhat nh. Nhng mon
qua co gia tr ln thng b nghi ng la phng tien e ut lot
ban hang hoac oi tac kinh doanh. y thc ve viec nay se giup
tranh nhng hieu lam khong can thiet co the xay ra trong khi trao
tang hoac tang qua.
A
a
Nhng li than Harvard business school
Harvard Business School, mot trung tam ao tao cac
nha doanh nghiep ln cua My, ngi ta tha nhan giao tiep am
phan la hai mat thong nhat cua mot van e. Chung quy nh lan
nhau. Do anh hng cua qua kh khai hoang, m at My, cac
nha am phan My en ban am phan thng vi thai o c
an ca , nga ve khong (a do- or- die attitude). Trong mot the gii
kinh te a dang nh the gii hien nay, mot thai o kieu nh vay
la mam mong cua that bai. Ch bang cach nhan ra nhng han
che cua mnh va hoc hoi them ve cac nen van hoa khac va cac
phong cach am phan trong cac nen van hoa o, ngi My mi
co hy vong cai thien c thang li.
Nhng ac iem cua phong cach giao tiep am phan
theo kieu My di ay c rut ra t nhng nghien cu tieu bieu
la: (1) Hi cac nha am phan nc ngoai: Xin ng nham mat
bop co; (2) am phan vi mot khach hang ma ta khong the l; (3)
am phan vi cac Chnh phu thuoc the gii th ba, nhng nghien
cu a c la chon a vao chng trnh giang day Harvard
Business School
1. Hay e no cho toi:
Cac nha am phan My luon ngh ho co the lam chu moi
tnh huong. Bon tay Nhat Ban th a la cai g oi vi mot ngi
My. Toi khong can tr ly. T toi co the dan xep e i en muc
ch cua toi va cong ty. o la cai triet ly kieu My. Trong khi o,
thua kem ve so lng oan vien, lai n thng oc ma la mot
bat li trong bat ky tnh huong nao.
2. Xin c goi toi la John
Ngi My khong thch khach sao. Va ho nh em cai
toi o cua mnh e ap at cho ngi khac. Trong giao tiep am
phan, ho bo het tc hieu, a v va nhng thu tuc khong can
thiet nh gii thieu dai dong. Ket qua la ch moi mnh ho cam
thay thoai mai con ngi khac th khong.
3. Xin bo qua cho cai ngoai ng cua toi
Ngi My coi tieng Anh la quoc te ng. ung vay, ho i
au, noi vi ai cun hieu nen khong can gioi ngoai ng. Quanh
ban am phan, phai oan nc khac s dung phien dch tham
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195
ch ca khi ho co the lam viec bang tieng Anh khong can phien
dch. Khi phien dch noi, nha am phan My quay sang ngi
phien dch. Pha oi phng co han mot li the e quan sat phan
ng cua nha am phan My. Khi nha am phan My noi, oi phng
co gap oi lng thi gian e chuan b tra li.
4. Can phai tham khao y kien nha.
Ngi My rat t hao ve ban than ho co ay u quyen lc
va quyet nh moi th. Ngi hung ien anh My (John Wayne)
hay tay hai sung, xong vao ni lam chng ngan trung, chang
phai xin phep ai, ma ch thay toan chien thang. Trong khi o,
cac nen van hoa khac, tham quyen han che la mot ngon am
phan. e i en thoa thuan, ngai khong nhng ch phai thuyet
phuc toi, ma con phai thuyet phuc ca xep cua toi, cach ay
5000 dam.
5. Nhap e ngay i ch
Ngi My khong thch vong vo, lam g cung i thang ngay
vao van e. Khac han, cac nc Chau a, am phan bao gi
cung trai qua cac bc : (1) Xa giao (Non-task sounding), (2) Trao
oi thong tin cong viec (task - related exchange of information),
(3) Thuyet phuc (persuasion) va (4) Nhng bo va thoa thuan
(Conssessions & Agreement).
6. Hay lat nga con bai
Ngi My khong thch s im lang trong am phan va the
la c co khoang trong trong am phan la ho noi. Trong khi o,
cac nc Chau a, nh Nhat, ngay trong giao tiep hang ngay ngi
ta cung co s im lang. Cho ba quanh mi nam, ngi ba nam
mi noi.
8. ng co bao gi t choi
Ngi My c giao duc t be tinh than khong bo cuoc,
phai tien len, phai thang. Va the la ho coi ban am phan la ni
ho luon phai thang. Giong nh mot cuoc chi, cuoc am phan
phai co mot ket thuc cu the, o la thoa thuan quy nh phan li
nhieu hn cho ngi My. Nhng trong thc te, nhieu nc, ban
am phan la ni chia xe s hp tac lam an lau dai, tat ca eu
thang, eu co li.
9. c au xau ay.
Ngi My tiep can cac van e am phan theo tuan t, ai
loai ta ban thoa thuan so lng, sau o se ban ve gia. Trong
am phan My, thoa thuan cuoi cung v the la tong nhng bo
ve cac van e rieng le. Trong khi o cac nc, ac biet cac
nen van hoa Vien ong, kho co the tm thay cai phong cach
c au xau ay kieu My, thoa thuan ch en iem cuoi cua
cuoc am phan.
10. Thoa thuan la thoa thuan
Ngi My ton trong thoa thuan, a thoa thuan la lam bat
ke hoan canh. Trong khi o nhieu ni tren the gii, t choi yeu
cau cua ngi khac la mat lch s. Cai ngi My tng la cam ket
that ra ch la mot cuoc oi thoai than thien.
11. Ta ay au phai rang ai au ma
Tnh cach cua John Wayne la the, trong hanh ong. Bat
ke tnh huong nay John Wayne cung la con ngi hanh ong va
thang than. Hanh ong cua John Wayne la nhat quan va d oan
c. Va cac nha am phan ngi My mang tnh cach nay vao
ban am phan. Trong am phan thng mai quoc te, rat tiec, s
cng nhac co khi la sai lam chet ngi.
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197
Chng V
am phan thng mai Viet Nam

trong nhng nam oi mi
1. a m pha n thng ma i Vie t Nam trong th i k tie n
oi mi:
Trc thi ky oi mi, nen kinh te Viet Nam hoan toan
mang tnh tap trung, ket hoach hoa trong o Nha nc nam gi
toan bo phng tien san xuat va phan phoi cac ch tieu chat
lng va san lng cho cac n v san xuat thuoc s hu Nha
nc. Nen nong nghiep hp tac hoa c coi la c s tao gia tr
thang d cho xa hoi e phat trien cong nghiep nang. Cac dch vu
c coi la phi san xuat va hoat ong thng mai ngoai quoc
doanh b coi la hoat ong ch en. Trong ieu kien kinh te nh
vay, gia ca hau nh khong co y ngha g (ban re nh cho), ngoai
cac chc nang phuc vu cho cong tac ket toan.
Trong khu vc cong nghiep, cac x nghiep c giao ch
tieu va vat t can thiet cho san xuat. Ngan hang ong vai tro thu
ong cap von theo qui nh ca ke hoach. Neu cac x nghiep b
thua lo do ban hang theo gia qui nh chu quan (chia thanh cac
loai gia nh gia cung cap/ gia phan phoi) th cac x nghiep lai
c bu lo bang cac khoan tn dung tr cap von e duy tr san
xuat. Cac x nghiep hoan toan yen tam khong phai tra li cac cau
hoi san xuat cai g?; san xuat nh the nao? va san xuat cho ai?,
cang yen tam khong phai ra ngoai x nghiep e am phan mua
ban san pham.
Trong hoat ong xuat nhap khau, cac x nghiep trong nc
khong bao gi phai tnh en quan he gia muc tieu san xuat trong
nc vi xuat nhap khau. Ho khong co ong c e quan tam en
tnh hnh tai chnh cua mnh, en quan he vi ngi mua va

ngi ban, tham ch ho cung chang quan tam ve ac tnh san
pham ma ho lam ra. Ho ch co nhiem vu lien he vi Bo chu quan
va coi nh hoan thanh nhiem vu khi ap ng nhng yeu cau Bo
chu quan thay mat cho uy ban ke hoach Nha nc a ra. Tat
nhien, theo cac ke hoach cua Bo chu quan va uy ban ke hoach
Nha nc, ho cung xuat ngoai e am phan cac hp ong theo
cac ieu khoan thoa thuan a nh san trong ke hoach Nha nc
va ke hoach nganh.
Hoan toan khac, trong nen kinh te th trng, cac cong ty
quan tam trc het en kha nang va thc te li nhuan ma ho co
the gianh c. Li nhuan la tieu chuan song con quyet nh s
ton tai va phat trien cua mot cong ty. Va e co li nhuan, ho
khong ngng cai tien cac khau thiet ke va san xuat gia cong san
pham, tm va chon nguon cung ng vat t, thue mn nhan cong,
quyet nh s dung cac trang thiet b c ban, tm nguon tai chnh,
an nh va cai tien gia ca. Trong lu thong phan phoi san pham,
ho phai tra li cau hoi san xuat cho ai? Va tm kiem khach hang,
coi khach hang la mot ngi mang lai li nhuan cho chnh mnh,
nuoi song mnh. Khach hang la thng e. Ho khac han nhng
chu ga cong nghiep cua thi bao cap, ngha la, ho biet t tm
kiem cho mnh nhng giai phap thch hp, biet t chon cho mnh
vung at e phat trien. Khi ho thay san pham cua ho u manh e
xuat khau va tao ra li nhuan cao hn, ho se tm cach e m rong
th trng qua xuat khau. Neu khong, ho cung t biet gii han
hoat ong cua mnh trong pham vi noi a, t biet van ong tm
s bao ho cua Chnh phu oi vi ho nham chong s canh tranh
cua hang ngoai nhap. Va e lam tat ca nhng viec noi tren, am
phan tr thanh mot cong viec ln cua cong ty.
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2. am phan thng mai Viet Nam sau oi mi

oi mi kinh te Viet Nam hay c nhac en la bat au
t nam 1986, nhng thc te, no c bat au tren ly thuyet sm
hn nhieu. Nhu cau bc thiet phai oi mi nen kinh te c e
cap tai Hoi ngh Trung ng lan th sau (8/1979) va khong lau
sau o, oi mi tr thanh mot hien tng thc te vi hai van ban
phap qui quan trong: Ch th 100 cua Ban chap hanh Trung ng
(1/1981) chnh thc qui nh c che khoan trong nong nghiep va
ngh nh 25/CP the thc hoa c che ba ke hoach trong san xuat
nong nghiep. Vi ch th 100, nong dan c quyen, sau khi giao
nop san lng theo qui nh tren nhng lo at nong nghiep c
chia, gi lai phan con lai e ban tren th trng vi gia ho muon.
Nh vay, che o hai gia a c thiet lap. Vi ngh nh 25 CP,
cong nhan phai hoan thanh ke hoach c giao (ke hoach 1), co
them phan san lng vt ke hoach e mua them vat t san xuat
(ke hoach 2) va co the co cac hoat ong phu khac (ke hoach 3).
Cac x nghiep quoc doanh thc hien ke hoach 3 mot cach hang
say va hien tng pha rao nay, tuy oi luc b phe phan la chan
ngoai dai hn chan trong, nhng a a en qua trnh thng
mai hoa mot cac t phat cac x nghiep quoc doanh.
en ai hoi ang lan th VI (12/1986), vi ngh quyet
VI, oi mi bat au i vao cuoc song kinh te, xa hoi Viet Nam va
tr thanh mot lan song rong khap. en 3/1989, cong cuoc oi
mi tr thanh mot bc nhay vot (ch dung cua Vien Phat trien
Kinh te Harvard), do c che hai gia b xoa bo va Nha nc gan
nh cham dt viec qui nh gia. Ngay ca nhng loai gia van con
b khong che nh ien, dau, xi mang, sat thep va van tai cung
tang dan ti mc gia th trng. Trong hoan canh o, cac chnh
sach thng mai qui nh cac van e thue quan, thue nhap khau,
han ngach, thue xuat khau va giay phep cho phep cac n v, ca
nhan c phep buon ban kinh doanh phu hp vi mot nen kinh
te th trng ang hnh thanh va phat trien.

Trong nen kinh te th trng, cac n v san xuat kinh
doanh khong con ngi cam tay ch viec nh trong nen kinh te
tap trung ke hoach hoa na, ma phai t lo cho s ton tai va phat
trien cua mnh. Canh tranh se giup phan biet gia mot cong ty
gioi vi mot cong ty kem trong mot lnh vc nao o. Pha san
khong c coi la mot s o v au n ma ch n thuan la
chuyen quyen s hu von va cac t lieu san xuat t tay mot n v
lam an toi sang mot n v lam an gioi. Cac n v san xuat kinh
doanh v s song cua chnh mnh, v phan thng vat chat va tinh
than do li nhuan mang lai, va nhng hnh phat giang xuong do
lam an thua lo, se phai t biet bn trai va la chon con ng
lam an cua mnh. Neu mot cong ty ngh rang xuat khau la co lai,
cong ty o se xuat khau. Neu o la sai lam, t ho se phai biet lieu
cm gap mam, t tm cho mnh mot khuon kho tham vong hp ly
va mot moi trng t song gio qua thay oi cach lam an. V trien
vong co lai, cac cong ty se au t e thu thap thong tin ve th
trng, cong nghe san xuat, he thong tiep th va phan phoi san
pham cung nhng kha canh khac trong chuyen nganh kinh doanh
cua ho.
Vi chu trng ung an cua ang va Nha nc ta ve
chuyen oi kinh te t tap trung quan lieu bao cap sang nen kinh
te th trng co nh hng xa hoi chu ngha, cung vi nhng
bien phap, chnh sach ieu chnh co tnh kha thi, nen kinh te
nc ta a co nhng chuyen bien tch cc. Nen kinh te phat trien
on nh, toc o tang trng cao, lam phat c kiem che mc
thap, i song nhan dan ngay cang c cai thien, xa hoi va ca
nhan bat au co nhng tch luy, cac nganh, cac lnh vc eu co
nhng tien bo vt bac, cac doanh nghiep c t chu va t do
hn trong cac hoat ong kinh doanh cua mnh. Nha nc a thu
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hut tat ca cac thanh phan kinh te tham gia vao xay dng, phat
trien kinh te. Mot lng von ang ke tham gia vao phat trien nen
kinh te, ke ca von nc ngoai, von t nhan, von tap the. Neu tnh
rieng viec thu hut au t nc ngoai th chung ta a at ket qua
kha kha quan. Tnh en thang 12 nam 1996, nen kinh te Viet
Nam thu hut mot so von ang ke t nc ngoai vi tr gia la
26.997.140.335 o la trong o von phap nh la 12.040.031.730
o la cua 1568 d an.
Theo anh gia cua cac chuyen gia trong va ngoai nc,
nen kinh te Viet Nam sau hn mi nam oi mi a co nhng
bc phat trien nhay vot. ieu nay c the hien trong he thong
cac ch tieu kinh te v mo trong bang 1,2 va 3 sau ay.
Bang 3 (Microsoft Exel, book 1)

Qua mot loat cac ch tieu tren chng minh cho chung ta
thay rang, s oi mi va chuyen hng nen kinh te la phu hp vi
qui luat phat trien cua nen kinh te xa hoi. S on nh va tang
trng cua nen kinh te Viet nam cung vi mot loat cac chnh
sach kinh te ung an ke ca chnh sach ve kinh te lan chnh sach
ngoai giao lam c s vng chac cho nen kinh te Viet nam tng
bc hoa nhap vao nen kinh te the gii. Thang 7 nam 1995, Viet
nam c ket nap chnh thc la thanh vien y u cua Hiep hoi
cac nc ong nam Chau a ASEAN va la mot trong nhng nen
kinh te nang ong va phat trien vi toc o cao nhat trong khoi. T
nam 1992 en nay, toc o tang trng GDP eu vt mc 8,59,5% trong o nam 1996 tang khoang 9,36% va theo d kien th
nam 1997 se tang khoang 9-10%. T cach thanh vien cua Viet
Nam a gop phan nang cao tiem lc cua cac nc ASEAN.
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203
Vi s phat trien lien tuc cua nen kinh te Viet Nam cung
vi y thc cao trong viec tham gia vao qua trnh quoc te hoa nen
kinh te the gii, nganh kinh te oi ngoai cua ta a at c nhng
thanh tu ang ke. Xuat khau tang khong ngng, th trng nc
ngoai c m rong. Viet Nam t mot nc nhap khau chu yeu
cac mat hang e ap ng cho nen kinh te nay a tr thanh nc
xuat khau chu yeu mot so mat hang nh gao, cao su, ca phe...
Hn na nen kinh te a ap ng c cac nhu cau ve hang hoa
c ban cua nen kinh te. So lng cac to chc tham gia vao hoat
ong kinh te oi ngoai tang len ca ve so lng va chat lng, bao
gom ca nen kinh te quoc doanh va t nhan. C che quan ly va
ieu hanh cac hoat ong oi ngoai noi chung va hoat ong xuat
nhap khau noi rieng ngay cang hp ly va hieu qua hn. au t
nc ngoai tang len ro ret ve so lng ong gop vai tro quan trong
trong viec phat trien nen kinh te nc ta. Di ay la kim ngach
xuat khau cua Viet Nam trong nhng nam va qua:
Nam
Kim ngach xuat- nhap khau
Kim nga c h
2.944,2
789,1
3.309,3
854,2
3.795,1
1.038,4
4.511,8
1.946,0
5.156,4
2.404,0
4.425,2
2.087,1
5.121,4
2.580,7
6.909,2
2.985,2
9.880,1
4.054,3
12.800,0
5.300,0
17.000,0
7.256,0
xuat khau
Vi kinh nghiem tren 30 nam phat trien nganh ngoai thng

va s ke tha nhng thanh tu bat kha chien bai trong am phan
ngoai giao Viet Nam tren trng quoc te cung vi viec ke tha
truyen thong quy bau cua dan toc Viet Nam can cu, sang tao va
nhay ben, cac nha kinh doanh Viet Nam a ong gop mot phan
quan trong vao viec thuc ay s phat trien cua nen kinh te noi
chung va nganh ngoai thng noi rieng.
Trong lnh vc am phan thng mai gia cac nha kinh
doanh Viet Nam vi cac khach hang nc ngoai, du la ban hang
Chau Au hay Chau a, Bac My hay Trung ong... va du la am
phan au, tai Viet Nam hay nc ngoai khac noi chung eu
gianh cho khau am phan mot s quan tam thch ang. Van e
trc tien la la chon nhan s tien hanh am phan, yeu to con
ngi luon ong vai tro quyet nh. Bi v am phan la mot hoat
ong khong ch co tnh khoa hoc va ky thuat ma con bao ham
trong no tnh nghe thuat. Nh chung ta thay cac cong ty, cac
hang thng la chon can bo am phan theo cac ch tieu sau:
Nhng can bo co quyen ai dien cho phap nhan,
cong ty. Thng thng ay co the lam giam oc- nhng ngi
ai ien ng nhien hay nhng ngi c uy quyen.
Nhng can bo co nang lc, trnh o va kinh nghiem
tham gia vao cac hoat ong giao dch quoc te nh co kien thc ve
xuat nhap khau, biet ngoai ng, co kien thc xa giao, oi ngoai,
co kinh nghiem trong am phan thng mai quoc te.
Nhng can bo co pham chat ao c tot, co tinh
than trach nhiem cao, trung thanh vi li ch dan toc va quoc gia,
biet ket hp li ch cua phap nhan vi li ch cua quoc gia, li ch
cua ca nhan trong khi thi hanh cong vu.
204
205
ac biet la oi vi cac doanh nghiep thuoc cac thanh

phan kinh te quoc doanh th van e nay cang quan trong bi le
khi ma khong gan li ch cua ca nhan ngi am phan th nhieu
khi khong neu cao c trach nhiem cua can bo am phan va de
lam anh hng ti li ch chung. Con oi vi cac thanh phan
kinh te khac th moi hoat ong tren ban am phan eu gan lien
vi li ch cua chnh can bo am phan. Tuy nhien du la di goc
o nao th nha am phan cung can phai ket hp tot gia cac li
ch co lien quan: Nha nc, tap the, cac nhan, co vay mi am
bao ky c nhng hp ong mua ban co hieu qua cao. Het sc
tranh nhng trng hp chon ngi i am phan v ly do ngh
hu, hay v nhng ly do khong chnh ang khac.
Khi oan am phan ch co mot ngi th phai chon ngi
toan dien ve moi mat, khi co nhieu ngi th phai biet phoi hp
sc manh tap the e tang li the va nen oan ket, thong nhat
quan iem va y kien trc, tap trung phat ngon cho mot ngi.
Hau het cac cuoc am phan cua ta vi khach nc ngoai
la dung ngoai ng. oi vi cac cuoc am phan nho th hau het
khong dung phien dch nhng oi vi nhng cuoc am phan ln
th chung ta eu dung phien dch, ay la van e co tnh chien
thuat, bi v qua phien dch chung ta mi co thi gian suy ngh ky
trc khi phat ngon, ong thi qua phien dch chung ta mi co
the hieu ky tng van e ma khach hang e cap mac du hau het
can bo ngoai thng cua ta la thong thao ngoai ng. Tuy nhien
can phai tnh en mot ieula khi chung ta a at ti mot v tr
nhat nh trong th trng th tai Viet Nam nen chang dung tieng
Viet e am phan.
Mot trong nhng ieu quan trong ma cac nha am phan
Viet Nam kha thanh cong la gay thien cam cua khach hang oi
vi mnh. Theo mot so chuyen gia, neu gay c thien cam th se
gianh c thang li ti 30% ket qua cua chuyen am phan bi

le khi co thien cam th se co khong kh am phan than thien ma
khi co khong kh am phan than thien th ket qua cua cuoc am
phan se trong tam tay bi le se rat de dang thuyet phuc khach
hang chap nhan e ngh cua mnh. S d co c thien cam oi
vi cac nha kinh doanh Viet Nam chang nhng la v nhan dan ca
the gii biet Viet Nam nh nhng ngi anh hung khong the
khuat phuc trc moi the lc e quoc ma con viec nha am
phan Viet Nam s dung nhng bien phap ky thuat am phan linh
hoat, thng thng co the s dung ca nhng bien phap tinh
than nh: phong thai lch s, hoa nha gay thai o than mat ci
m va bnh ang en nhng bien phap co tnh vat chat nh: qua
bieu, tang pham va hn na nhng cuoc chieu ai trong khong
kh tham tnh anh em. Tuy nhien, trong khi s dung, phai tnh
en yeu to tam ly, van hoa cua tng dan toc, v du nh ngi c
th luon thien cam vi tnh chnh xac, khi lam viec th phai chnh
xac ve gi giac, ve noi dung a thoa thuan, ngi theo ao Hoi
th coi re phu n khi o neu ngi ngoi am phan la phu n th se
rat kho at c ket qua ma cong ty a e ra.
Khi tien hanh cac hoat ong am phan cac nha kinh
doanh Viet Nam a s dung linh hoat cac hnh thc am phan
e nang cao hieu qua cua hoat ong kinh doanh noi chung va
am phan noi rieng. Ngay nay, vi s tien bo cua khoa hoc ky
thuat con ngi c trang b nhng phng tien thong tin hien
ai nh : ien thoai, may FAX, ien thoai anh, ien thoai di
ong... song, oi vi cac nha kinh doanh th moi cong viec e
phai tnh ti hieu qua kinh te. Do vay cac nha doanh nghiep Viet
Nam a biet khi nao dung may FAX: o la khi cac ben ky nhng
hp ong gia tr khong ln, hai ben a hieu biet nhau ky lng;
Khi nao dung ien thoai: o la khi cac ieu khoan khac cua hp
ong a c thoa thuan ch con e lai nhng ieu khoan co tnh
206
207
thi s va ngan gon nh mc gia chang han; va khi nao th gap

g trc tiep am phan: o la khi hai ben ky ket nhng hp ong
phc tap co gia tr cao va oi hoi phai thoa thuan ky cang nhng
trach nhiem va ngha vu cua moi ben hay khi muon ket hp am
phan ky ket hp ong vi viec nghien cu khach hang va th
trng. Cung co khi s dung ket hp nhng hnh thc khac nhau
trong khi ky mot hp ong. Tuy nhien du trng hp nao th cung
phai tan dung toi a nhng u the cua tng loai am phan va
nam chac cac nguyen tac phai tuan thu cua tng loai hnh am
phan e khai thac toi a nhng u the cua tng loai am phan.
Du di hnh thc nao th muc ch cuoi cung phai at c la co
nhng ban hp ong vi cac ieu kien thuan li nhat, co hieu
qua kinh te cao, bao ve c li ch cua cong ty khi b vi pham.
Mot trong nhng thanh cong na cua cac nha am phan
Viet Nam la a tien hanh cac cong tac chuan b mot cach chu
ao. Mot khau quan trong la khau nghien cu khach hang. La
mot ben trong hp ong, chung ta phai nam ro c thai o cua
khach hang cua mnh xem ho co thien ch xac lap moi quan he
kinh doanh vi ta hay khong? Uy tn cua ban hang nh the nao
tren th trng? V neu ta chon khong ung th du co bo ra bao
cong sc cung chang at c ket qua g. Sau o en cac yeu to
tai chnh, no c the hien cac ch tieu nh: ty suat li nhuan,
ty le hoan von (Return on Equity), (mc trung bnh cho cac doanh
nghiep la t 12-15%), lng von lu ong, kha nang tien mat
(Liquidity) (tien mat va cac phng tien khac co the chuyen nhanh
thanh tien mat), hay ch tieu tra n nhanh (Acid- test Ratio) (trung
bnh vi cac doanh nghiep la tren mc 1.99)... ong thi ket
hp vi cac ch tieu khac nh anh gia kha nang tai chnh cua
oi tac trenc s o cac nha doanh nghiep Viet Nam co the a
ra nhng quyet nh chnh xac ve chien thuat cua mnh. ong
thi chung ta con nghien cu chien lc kinh doanh cua cong ty,
muc ch chien lc cua cong ty oi tac, c cau to chc cua cong

ty khach hang e xac nh c che ra quyet nh, quyen han va
trach nhiem, ac iem va tnh cach cua ngi trc tiep tham gia
am phan, uy tn cua cong ty oi tac tren th trng... tren c s
o cac doanh nghiep Viet Nam anh gia nhng iem manh va
iem yeu cua oi phng e co mot phng sach thch hp tren
ban am phan.
Cung vi viec nghien cu khach hang chung ta a tien
hanh nghien cu cac ch tieu khac cua th trng, nh tnh hnh
canh tranh, th hieu cua khach hang tren th trng, tnh hnh
cung cau tren th trng, v tr cua hang hoa tren th trng, tnh
hnh au t dai han trong nganh hang, kha nang hang hoa thay
the, ieu kien giao thong van tai, chnh sach quan ly cua Nha
nc s tai, ieu kien phap luat va cac tap quan thng mai tren
th trng. Tren c s o xac nh nhng e doa t moi trng va
d kien thi c mua ban hang tot nhat. e lam c ieu nay,
cac cong ty cua ta thng s dung cac bien phap sau:
C can bo trc tiep nghien cu th trng oi tng
Thu thap thong tin ve khach hang va th trng qua

c quan ai dien thng mai cua Viet Nam tai th trng oi
tng
Nghien cu th trng theo phng thc tai van phong
thong qua cac tai lieu co the thu thap c.
Nghien cu qua cac dch vu cua cac cong ty chuyen
nghien cu th trng.
Tien hanh mua ban th tren c s o nam c tnh
hnh khach hang va th trng.
208
209
ong thi vi viec nam vng th trng va khach hang th

can bo am phan phai biet c nhng iem yeu, iem manh
cua mnh, va cong ty mnh ve tat ca cac mat nh: uy tn, kha
nang tai chnh, trnh o can bo am phan, v tr cua ta tren th
trng, c cau bo may to chc... e co the phat huy u the cua
mnh khi co thi c en tao ra sc manh ap ao oi phng, buoc
oi phng chap nhan y kien cua mnh a ra.
T o sau khi nam vng ve th trng va khach hang chung
ta bat au vao chuan b va xay dng ke hoach am phan. Thng
thng cac nha doanh nghiep Viet Nam xac nh cho c muc
tieu cua cuoc am phan, muc tieu chnh la g? cac muc tieu bo
tr la g? tuy chien lc cua cong ty trong tng giai oan ma xac
nh muc tieu cu the khac nhau nh: ky hp ong lam an co hieu
qua, thiet lap moi quan he lam an lau dai, nghien cu, tham do
th trng, nang cao uy tn cua ta tren th trng oi tng, sau o
chung ta tien hanh xay dng ke hoach am phan. Ke hoach am
phan thng bao gom nhng noi dung sau:
Ke hoach ve mat thi gian va a iem: cuoc am
phan se c tien hanh au? thi gian nh the nao? cac yeu to
ben ngoai anh hng nh the nao? D kien c hoi thuan li se
en vao luc nao?
Ke hoach ve nhan s tham gia vao oan am phan:
so lng ngi tham gia? Trng oan la ai? Co can phien dch
khong? Phan cong trach nhiem trong tng lnh vc va muc tieu
nh the nao? Xac nh ro nhng iem manh, iem yeu cua ta la
g? iem manh, iem yeu cua oi phng la g? D kien thi c
ky hp ong.
Ke hoach ve mat tai chnh nh the nao? Chi ph giao
dch, di lai va on tiep ra sao, chi ph an va cac chi ph d
phong khac la bao nhieu?
Ke hoach ve cac phng an tac nghiep tren ban am
phan nh the nao? nhng d kien cua ta, d kien ve phan ng va

nhng yeu sach cua oi phng trong qua trnh am phan? nhng
nhng bo cua ta mc thap, cao, va va phai nh the nao?
ong thi sap xep u tien oi vi tng van e, tng ieu khoan va
tren c s o at ra nhng muc tieu can phai at c, nhng
muc tieu th yeu e co the chu ong ra nhng quyet nh chnh
xac va co hieu qua tren ban am phan.
Ke hoach ve cac bien phap rut lui ra khoi cuoc am
phan khi hai ben khong i en mot s thong nhat nao va trong
trng hp o th ap dung nhng bien phap nao e at c
nhng muc tieu khac.
oi vi nhng cuoc am phan quan trong th cac
cong ty nen tien hanh am phan th e rut kinh nghiem e tren

c s o chung ta co the chu ong ap dung cac sach lc tren ban
am phan.
Trong qua trnh ky ket hp ong, cac nha kinh doanh
Viet Nam a s dung kha thuan thuc cac bien phap ky thuat
nham at c muc ch cua mnh va nang cao uy tn cua ta tren
th trng the gii. S d at c nhng ket qua nh vay la chang
nhng cac nha am phan a co s chuan b ky lng nh phan
tren a e cap ti ma con the hien trnh o kien thc cao va co
kinh nghiem trong lnh vc am phan thng mai. Hau het cac
nha doanh nghiep Viet Nam a phat hien c y o chien lc
cua oi phng ngay t nhng gi phut bc vao cuoc am phan,
bi v neu nam c y nh oi phng va trong tng ieu kien,
hoan canh cu the cua cuoc am phan s dung cac bien phap ky
thuat e gianh li the. V du phng phap nghe co hieu qua,
210
211
phng phap hoi e tra li hoac dung hanh ong oi lap hay la
ging ong kch tay.
Trong qua trnh am phan, chung ta thng xuyen kiem
tra hanh vi c ch cua mnh roi nghe ngong anh gia nhng c
ch cua oi phng e ap dung nhng bien phap thuyet phuc hu
ch e oi phng chap nhan y kien cua mnh v nh chung ta a
biet am phan la qua trnh thuyet phuc. Theo Marry Munter, qua
trnh thuyet phuc ngi nghe co the c s dung theo 4 mc sau
ay:
1. Tell
Thap
mc o
2. Tell
kiem soat
thong tin
3. Tell
4. Tell
Cao
Thap
mc o tham gia
Cao
Tuy nhien, trong qua trnh am phan thng mai, van e

quan trong la sao cho oi thu chap nhan cac e ngh cua mnh
neu ra va do o cac nha kinh doanh thng s dung cac mc, 1
tao ra tnh huong cong s va ong trach nhiem, 2 mc nay ta
tm cac bien phap va gi y e khach hang thay li ch e ho chap
nhan cac y kien va e ngh cua mnh, 3 mc nay chung ta tm
cach thuyet phuc khach hang cua mnh bang nhng li ch cua
nhng e ngh ta a ra va moi mc no tuy thuoc vao v the cua
cac ben trong am phan, cac sach chien lc ma moi ben s
dung. Nhieu khi ngi am phan co the dung ket hp nhieu mc

o khac nhau e at c y nh cua mnh.
Co nhng cuoc am phan co the khong a lai cho ta
nhng ket qua g. Tc la hp ong khong c ky ket song ta
khong nen qua bi quan bi chung ta la nhng ngi am phan va
luon luon phai tm c nhng cai c trong nhng ieu mat.
Khong nen coi ay la chuyen c thua e tao khong kh co tnh
tieu cc trong cuoc am phan. Du khong k c hp ong nhng
cac nha kinh doanh Viet Nam luon luon tm ra cac li ch khac
nh: thiet lap moi quan he lau dai, nang cao uy tn cua ta tren th
trng... va nhng ieu nay du t nhieu eu co ch cho hoat ong
kinh doanh sau nay va co the co gia tr cho cac hoat ong khac
cua cong ty trong thi gian ti.
Nhieu khi trong qua trnh am phan k ket hp ong chung
ta gap phai trng hp khach hang a ra nhng hp ong goi la
hp ong mau c chuan b ky lng. Tuy nhien ay khong
phai la mau ma ch la nhng hp ong c soan thao trc,
phan ln cac ieu khoan thien ve li ch cua mot ben do o khi
gap phai chung ta phai nghien cu ky va san sang sa oi, bo
sung va am phan lai tren c s bnh ang th mi c, va phu
hp vi nguyen tac trong am phan noi chung va am phan
thng mai quoc te noi rieng. Tron thc te co nhng hp ong
khach hang a ra b thao luan lai va gach gan het, ch con c
chap nhan khong ti 1/5 so vi ban au. Hoac khi nhng hp
ong ma hai ben a thong nhat, trc khi ky ket cung phai xem
lai e tranh nhng loi nh in sai, anh may nham hay co nhng
sa cha ma cha kp bao. oi vi nhng hp ong bao gom
nhieu noi dung, trong qua trnh am phan khong the thong nhat
ngay c th nen biet la chon e quyet nh noi dung nao can
am phan va giai quyet ngay khi va co kha nang thong nhat
212
213
ngay, noi dung nao e lai ti lan sau.

Mac du chung ta a at c nhng thanh tu trong lnh
vc am phan nh tren song cac nha am phan Viet Nam cung
con co nhng han che can phai rut kinh nghiem:
Cong tac chuan b cho am phan cha cu the, chi
tiet phu hp vi muc ch cua moi cuoc am phan.
Viec la chon nhan s, thanh lap oan am phan
cha mang tnh khach quan, co nhng cong ty cha anh gia
ung mc hoat ong am phan cho nen viec la chon nhan s
con nhieu s h, gay ra nhng thiet hai khong ang co v du nh:
co can bo am phan cua ta a gi gia ieu nay gay thiet hai kinh
te cho Nha nc va lam mat uy tn cua can bo kinh doanh cua ta
tren th trng nc ngoai.
Mot so can bo am phan cua ta cha co kinh nghiem,
hong ve kien thc va cha co c nhng kien thc va cha co

c nhng kien thc ve ng x tong ieu kien co s khac biet ve
van hoa.
Chung ta cha gan li ch ca nhan vi hoat ong
am phan va cha co nhng ch tieu cu the anh gia mot cuoc

am phan co hieu qua.
Hien tai Viet Nam van e am phan cha c coi
trong ca cac trng ao tao ve kinh te cung nh xa hoi noi
chung
Phan ln cac cong ty cua ta cha xay dng cho mnh
mot chien lc kinh doanh cho nen hoat ong am phan nhieu
khi khong co nh hng.
Cha coi trong ung mc trong viec s dung ngon

ng e am phan.
oi vi nhng cuoc am phan quan trong th cac
nha am phan nen tien hanh am phan th e rut kinh nghiem
e co the chu ong ap dung nhng sach lc am phan thch
hp.
214
215
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Give and take, Negotiating Strategies and Tactics,
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Kinh te hoc (Ban dch), tap I & II
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Keeping Customers.
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Vietnam: In search of Dragons Trail
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The Art and Science of Negotiation
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A File on American Culture Ho s van hoa My
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Negotiators Abroad Dont shoot from the hip Harvard Business
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The Japanese Negotiation Style
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Guidelines for Effective Negotiating
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Management
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Economic and Contemporary Issues
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Negotiation (Collection of Articles)
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Negotiating with Third World Governments
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Commitment
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Dos & Taboos of Using English Around the World
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Getting to Yes, Negotiating Agreement without Giving in
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Getting Together, Building Relationship as We Negotiate
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Negotiation
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Mot tram cau hoi ve che o doanh nghiep hien ai
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Coporate Cultures
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Chinh phuc oi phng (ban dch)
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1

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

TRUNG TM THNG TIN TH VIN

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

2.5 T anh gia mnh va oi phng

KY THUT AM PHAN THNG MAI QUC T

2.9. Ky thuat x ly hu doa trong am phan

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

1.1. Chu ngha ca nhan va chu ngha tap the.

KY THUT AM PHAN THNG MAI QUC T

4.2. Nhng gia tr van hoa My

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

Gii thieu chung ve am phan

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

3/ Chuyen giao quyen s hu theo luat nh va tren

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

(3) c tien hanh theo y ch cua cac chu the am phan va

2. Ban chat cua qua trnh am phan

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

Trong o muc ch chi phoi cac muc tieu am phan; noi

KY THUT AM PHAN THNG MAI QUC T

Trong mo hnh tren, cac yeu to am phan chi phoi lan

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

2.2. am phan la mot nghe thuat:

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

(Nguon: Cac cuoc thng lng Le c Tho- Kissinger

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

KY THUT AM PHAN THNG MAI QUC T

2.3. am phan la qua trnh thoa hiep ve mat li ch va thong

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

Va nh vay, khi mot ben co gang gianh ve phan mnh mot

KY THUT AM PHAN THNG MAI QUC T

Viec tien ti giai quyet on thoa cac quan he trong mo

3. Nhng e xuat nghien cu va ao tao:

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

(3) Nhng ac thu cua phong cach am phan Viet Nam

KY THUT AM PHAN THNG MAI QUC T

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

the so sanh nhng khu vc ca hai ben eu co li the tng oi

1.1. Chuan b t duy chien lc

KY THUT AM PHAN THNG MAI QUC T

Cha co nghien cu nao ve am phan noi t duy ng bien

1.2. Chuan b thai o chien lc.

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

1.3. Chuan b bien phap chien lc

KY THUT AM PHAN THNG MAI QUC T

giot, a ra oi hoi tng chut mot e pha oi phng ngan

NGUYN XUN THM (CHU BIN) - NGUYN VN HNG

trng, nhp o th tac nghen, chuyen hng ot ngot la bien

KY THUT AM PHAN THNG MAI QUC T

* k. Khoanh vung gii han: Ngha la, ta at gii han cho

2.1. Thu nhap so lieu/ d lieu thong tin