提要

在「自由化」、「國際化」政策的推動下，我國與其他國家之間的經貿活動益趨頻繁，為規範彼此間的交換(交易)行為，就需要以談判所簽訂之協議，做為溝通與達成共識之基礎。因此若能掌握談判的重點，適當的運用策略，就有可能獲取更佳的協議成果。

本研究從社會－心理學的研究途徑出發，建構了一個談判分析模型，嘗試界定左右談判的前置變項(即談判系絡)，以及其對談判結構的影響，進而分析談判雙方所可能採取的策略。這些策略就是談判者用來改變談判系絡，創造有利情境以獲得較佳的談判地位，而其最終目的即在增加本身(或雙方)的利益，或者降低彼此間的衝突。

在此談判分析模型中，以目標/議題結構、權力/互賴關係及關聯交換關係三大變項，來代表談判系絡。以競爭式及合作式來區分談判結構。並且以協議類型、目標達成程度及雙方關係滿意程度，來衡量談判的績效。本研究採個案研究法，以上述分析模型來探討中美仿冒品談判(共三回合)，並進一步比較雙方所使用的策略及三回合間的演變過程。

透過個案的分析研究，結果發現此模式足可解釋談判的許多狀況與變化，證明此分析模型確有其基本的貢獻。本研究發現摘要如下:

一、此三回合之談判結構均屬競爭式談判結構，目標/議題之互斥性均高，而且除了第三回合擴充性明顯外，其他回合之分割性與擴充性均不顯著;再者，由於在權力/互賴面向上，我方為弱勢國，加以談判前美國國內之壓力一回合比一回合更大，使得雙方的競爭結構更強化了些;至於關聯交換關係，則幾乎固定，對三回合結構的演變情形沒有太大的影響。

二、第二回合時，我方的談判策略與另兩回合不同，由於目標/議題結構與第一回合相差不多，關聯交換關係沒有什麼變化，因此，權力/互賴關係之轉變即為關鍵所在:我方受了國內對第一回合談判激烈批評的影響，而一反第一回合軟弱之態度，改採強硬態度。至於第三回合則因美方壓力的擴增，我方又改採擴大目標、非特定補償之策略以影響(或改變)談判系絡，而最後仍採較溫和的立場式策略進行正式談判。

三、以協議類型、目標達成度及關係滿意度來衡量此三回合的談判績效時，除第二回合失敗而無績效可言外，第三回合之績效要比第一回合好，造成差異的關鍵在於第三回合目標達成度之績效比第一回合更佳。

由於績效衡量的標準性質不同，本研究並不整合各回合的談判績效，而僅分項列述，供其他研究談判者作參考，並且本研究以為，在競爭式談判結構之下，每個談判若只以協議類型或目標達成度來判定績效好壞是不公平的，因為在談判系絡上的差異(尤其是權力/互賴方面)對雙方談判的結果有很大的影響，先天上的缺失只有藉策略儘可能予以彌補，甚至轉敗為勝，卻無法要求其一定「贏」。

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