談判是企業間商業往來中的重要的部分，其中談判的結果不光是決定「賣」與「買」的價格，更重要的是明確定義出雙方透過此次商業合作所能提供彼此的最大價值。但要在短暫的會議時間與少次數的會議裡抓住雙方核心需求及最終目標，則需要有計畫性的談判策略與兩造都認同的談判框架來進行。本研究主題為透過半導體設備商KLA公司與晶園代工龍頭T公司的談判個案，探討半導體設備商在技術服務及合約銷售上會面臨的問題、如何透過了解客戶需求並滿足且兼顧的公司自身商業利益及發展策略，將談判完成並讓雙方順利簽下合約。

關鍵詞：商務談判；談判策略；銷售；商業利益；分歧點；價值

Negotiating is an important part of business exchanges between enterprises. The result of the negotiation is not only to determine the price of "sell" and "buy", but more importantly, to clearly define the maximum value that both parties can provide each other through this business cooperation. However, to grasp the core needs and ultimate goals of both parties in short meeting time and a small number of meetings requires a planned negotiation strategy and a negotiation framework that both parties agree with. The topic of this research is to explore the problems faced by semiconductor equipment vendors in technical services and contract sales through the negotiation cases between T company and KLA company, and how to negotiate through understanding customer needs and satisfying and taking into account the company’s own business interests and development strategies. Complete and allow both parties to sign the contract smoothly.

Keywords: Negotiation strategy, sales, business interests, value, divergence

Abstract ii
誌 謝 辭 iii
目 錄 iv
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 談判 3
第二節 談判過程之談判策略 5
第三章 研究方法 8
第一節 研究設計 9
第二節 個案資料蒐集與分析 10
第三節 研究流程 13
第四章 個案背景 14
第一節 產業概況 14
第二節 產業競爭分析 16
第五章 個案分析 19
第一節 個案公司介紹 19
第二節 個案分析 20
第三節 個案討論 25
第六章 結論與建議 30
第一節 研究結論 30
第二節 研究建議 30
參考文獻 32

中文文獻
王文科, & 王智弘. (2019). 教育研究法 (Vol. 10). 五南圖書出版股份有限公司.
林佩璇(2000), 個案研究及其在教育研究上的應用,中正大學教育學研究所主編，質的研究方法，高雄：麗文文化。
邱憶惠(1999)， 個案研究法: 質化取向, 教育研究, 7, 113-127。

英文文獻
Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Thousand Oaks, CA: SAGE Publications.
Greenhalgh, Leonard (1986). Managing conflict, Sloan Management Review, vol. 27, no.4, pp. 45–51.
Liang, T. P., & Doong, H. S. (2000). Effect of bargaining in electronic commerce. International Journal of Electronic Commerce, 4(3), 23-43.
Malhotra, D., & Bazerman, M. (2007). Negotiation genius: How to overcome obstacles and achieve brilliant results at the bargaining table and beyond. Bantam.
Malhotra, D., & Bazerman, M. H. (2008). Psychological influence in negotiation: An introduction long overdue. Journal of Management, 34(3), 509-531.
Miller, R. B., Heiman, S. E., & Tuleja, T. (2005). The new conceptual selling: The most effective and proven method for face-to-face sales planning. Warner Business Books.
Patton, M. Q. (2005). Qualitative research. Encyclopedia of statistics in behavioral science.
Schranner, M. (2018). Negotiations on the Edge: Strategies and tactical steps for difficult negotiations. Schranner.
Stake, R. E. (1995). The art of case study research. sage.
Yin, R. K. (2003). Case study research design & methods third edition. Applied social research methods series, 5.
Yin, R. K. (1994). Case study research: Design and methods, applied social research. Methods series, 5.