Abstract：Nowadays, more and more economic activities call for negotiations. In business negotiations, the most important factor that may influence the results of negotiations is the price. Therefore, the use of proper quotation strategies for the realization of maximization of benefits is worthy of research.
There are many existing practical theories, which greatly help in providing some references for the negotiators to quota correctly to achieve the maximization of benefits. Although the abundant research achievements have provided the basis theories for negotiators to study, there are still some misunderstandings of the quotation strategies and business negotiations among negotiators, which led to the failure of negotiation and the loss of cooperation opportunity. We can see that only when the negotiators totally understand the quotation strategies can the maximization of benefits be achieved.
This paper first takes as theoretical basis the research findings concluded by domestic and overseas scholars on quotation strategies. Then from the perspective of benefit maximization, the author analyzes how to make use of the principle of benefit maximization in quotation strategies. Furthermore, the author puts forward the idea that only based on the principle of mutual benefit can the maximum benefit be achieved. Finally, after the analysis of existing quotation strategies, the author tries to correct the misunderstandings of the negotiators. The author hopes that this paper could have the reference value for negotiators.
Key Words: business negotiation; quotation strategies; maximization of benefits; misunderstandings
摘要：现如今，许多经济活动需要到谈判，而在商务谈判中影响最大的因素就是价格。因此，如何运用报价策略来实现利益最大化，是值得研究的课题。
现今已有许多理论成果为谈判人员在报价时提供参考。尽管如此，部分谈判人员仍存在对商务谈判和报价的误解，导致了谈判崩溃。可见，只有正确理解报价策略才有可能实现最大利益。
本文以国内外学者在报价策略上的一些研究成果为基础，从利益最大化的角度出发分析如何将利益最大化原则渗透到报价策略中，并提出只有互惠互利才能带来最大利益。通过对现有策略的分析，本人尝试更正谈判人员的误解，希望能有参考价值。
关键词：商务谈判；报价策略；利益最大化；认识误区
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