外贸英语讲义.doc

外贸英语读写讲义目 录第一部分 外贸业务基础知识第一讲 外贸业务基本流程Basic Procedures for International Trade1.1 出口业务流程图Diagramed Procedure for Export1.2 进口业务流程图Diagramed Procedure for Import1.3 外贸价格条款基本知识Price Terms1.4 基本的支付方式与单据Payment Terms and Bills第二讲 商务函电写作基础（Essentials for business writing）2.1商务函电书写基本原则 Principles for business communications2.2书信格式Styles in business letters2.3基本的交易往来函电 Initial correspondences第三讲 交易的先声 （Preliminary Deals）3.1初步建立贸易关系（Establishing Initial Business Relations） 3.2 资信调查函电 Credit Inquiry 3.3促销信 Promotional Letters第四讲 交易的过程4.1询盘、报盘、还盘与接受Inquiry, Quotation, Counter-offer and Acceptance4.2订单 Orders第五讲 价格策略 Price Strategies5.1报价技巧 Strategies in Quotation5.2报价磋商实例 Specimen of Bargaining第六讲 合同其他条款的磋商6.1 支付方式 Payment Clauses6.2. 保险条款 Insurance6.3 包装及装运 Packing and Shipment6.4 提单、仲裁、索赔等条款B/L, Arbitration and Claim第七讲各类电文的解读7.1 电文的解读 Understanding telexes7.2 电文的写作 Drafting telexes第二部分 外贸实践操作第八讲 国际贸易合同格式序言 国际贸易合同基础知识8.1  一般货物出口合同格式. Sales Contract8.2  一般货物进口合同格式Purchase Contract8.3 中外合作经营合同格式Contract for Sino-Foreign Cooperative Joint-Venture第九讲 信用证(L/C)9.1信用证基本环节 General Operations in L/C Payment9.2 信用证的主要条款 General Clauses in L/C9.3 信用证单证制作Documentation under L/C第十讲 商务谈判实践10.1基本概念 Essential Concepts10.2购买者与产品Product and Potential Buyers: 10.3市场渠道与促销策略Marketing Media and Promotion Strategies 10.4定价策略Pricing strategy (pricing policies10.5国际市场营销策划书International Marketing Report10.6国际市场营销的相关理论 Other Marketing Theories第十一讲 国际市场营销 International Marketing11.1 商务谈判的基本环节General Procedures11.2商务谈判的基本技巧 Basic Skills 11.3 商务谈判实战练习 Practice第十二讲 其他的国际贸易形式12.1 技术贸易Technological Trade 12.2 易货贸易 Exchange of Goods12.3 其他贸易形式 Other Trading Media12.4 国际贸易惯例Conventions in International Business 第一讲 外贸业务基本流程General Procedures in International Business1.1 出口业务流程图General Procedures for Export1 市场调查 2 向工厂取得报价 3 向国外进口商报价 4 信用调查5 签定销售合同 6 进口商申请开立信用证 7 国外银行开立信用证 8 议付行通知出口商 9 出口商向工厂订货 10 货物经商检局检验及其他认证 11 准备货物及出货通知 12 出口商向报关行交办报关事宜 13 出口许可证 14 办理原产地证 15 租船订舱 16 投保 17-1 出口报关 17-2 验关放行 18 报关行交回单 19 交单议付 20 装船通知 21银行结算 22 解决纠纷开证行opening bank议付行negotiation bank资料来源market information (21) 进口商Importer政府部门 Government出口商 Exporter （22） 保险公司 Insurance company工厂Factory 运输公司Forwarder海关Customs报关行Customs Broker a b 运输公司Forwarder原产地证Certificate of origin商品检验局CCIB1.2 出口业务流程图 General Procedures for Import1 市场调查 (market investigation) 2 进口商向国外出口商询价 (inquiry) 3 进口商收到国外出口商报价 (quotation, offer) 4 信用调查 (credit inquiry) 5 进口商还价 (counter offer) 6 签定交易合同7 办理进口许可证 (import license) 8 办理购汇并申请开立信用证9 开证行开出信用证 10 议付行通知出口商11 出口商办理装船事宜(shipment) 12 出口商交单议付 (negotiation)13 出口商发来装船通知 (shipment advice) 14 议付行向开证行转单托收15 开证行通知进口商付款赎单 16 进口商向报关行交办进口报关事宜17 进口报关 （import declaration) 18 会同有关单位提货 (lading)19 解决纠纷议付行negotiation bank开证行opening bank资料来源 market information 政府部门 Government 出口商 Exporter进口商Importer 保险公 Insurance company 运输公司Forwarder ba 报关行Customs Broker运输公司Forwarder海关Customs c Please send to the following items to be shipped by way express, and bill us. The order is contingent on 1.3 外贸价格条款基本知识（Price Terms）1）FOB离岸价free on boardCIF到岸价cost, insurance and freightCFR/CNF/C&F成本加运费cost and freightFCA (free cancerrier)货交承运人forwarderCIP (carriage and insurance paid to)运保费付至CPT(carriage paid to)运费付至Ex-works/Ex-ship/Ex-wharf工厂/船上/码头交货价1.4 基本的支付方式与单据 Payment Terms and Bills1）汇付remittance : M/T(mail transfer,信汇), T/T(telegraphic transfer，电汇),2）D/D (demand draft，票汇-进口方向本地银行购买银行汇票，自行寄给出口方，出口方凭以向汇票上的银行取款)3) 托收 collection: D/P（documents against payment付款交单）, D/A(documents against acceptance,承兑交单） L/C （信用证）4). 银行保证函 (L/G, letter of guarantee, bank guarantee), 备用信用证（standby L/C, commercial paper L/C）5). 票据：汇票（Draft, bill of exchange;付款承诺，分为commercial bill商业汇票, bankers bill银行汇票; clean bill光票, documentary bill跟单汇票sight draft即期汇票（at sight）, time draft远期汇票(At days after sight); commercial acceptance bill商业承兑汇票, bankers acceptance bill银行承兑汇票（承兑汇票由另一商业或银行机构支付，但得先经过他们同意-承兑）背书endorsement， 转让(transfer)，前手(remote holder)，后手，追索(reimbursement)，拒付(dishonor)，贴现(discount)，“付一不付二，付二不付一” （either the first or the second issue is to be paid）bona fide holder本票Promissory note （付款承诺）（本票与汇票的差异）支票Cheque / check （付款通知）第二讲 商务函电写作基础Essentials for Business Communications2.1 商务函电书写基本原则 Principles for business communicationsA. Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。1) We have received with many thanks your letter of 20 May, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a special offer which we have made in it.2) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of 20 May.B. Consideration 体谅(you-attitude) 要从对方的角度去考虑问题，而不是从自身出发，语气上尊重对方3a). We allow 2 percent discount for cash payment.3b) You earn 2 percent discount when you pay cash.4a) We won't be able to send you the brochure this month.4b) We will send you the brochure next monthC.Completeness 完整 一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，切忌含糊不清的信件。D. Clarity 清楚 意思表达明确，要注意：1）避免用词错误：5) As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.此处bimonthly可以是twice a month 或者once two months.，可以改写为：5a) We have two direct sailings every month from Hong Kong to San Francisco.5b) We have semimonthly direct sailing from Hong Kong to San Francisco.5c) We have a direct sailing from Hong Kong to San Francisco.every two months/evert other month.(2) 注意词语所放的位置：6) We shall be able to supply 10 cases of the item only.6a) We shall be able to supply 10 cases only of the item.前者则有两种商品以上的含义。(3) 注意句子的结构：7a) We sent you 5 samples yesterday of the goods which you requested in your letter of May 20 by air.7b) We sent you, by air, 5 samples of the goods which you requested in your letter of May 20.E. Conciseness 简洁(1) 避免废话连篇：1.We wish to acknowledge receipt of your letter.可改为：We appreciate your letter.2.Enclosed herewith please find two copies of.可改为: We enclose two copies of.(2) 避免不必要的重复(3) 短句、单词的运用：Enclosed herewith->enclosed at this time->nowdue to the fact that->because a draft in the amount of $1000->a draft for $1000F. Concreteness 具体 G. Correctness 正确2.2书信格式 StructuresA 结构格式 (layout styles)商务英语书信(Business or Commercial English Correspondence)是指交易时所使用的通信。在美国，常用Business writing，它包括书信、电报、电话、电传、报告书、明信片等。英语和美语在书信体例方面存在着一定的差异，比如信头和称呼、书信格式、遣词、结尾客套语等均有所不同。一般来说，英国书信较为保守，许多英国人喜欢用老式书信体，用词较为正式刻板，而美国书信语言非常生气、有活力，格式也较为简便。因此当我们写信的对象是英国或其旧殖民地国家时，要使用标准式英语Queen's English；如果写信的对象是美国或美国势力范围的地区时，就要用美国英语。当然，英国式的语言文化近年来也有变化，但总体来说，两者间的差异是很明显的。商业英文书信，一般都要求用打字机或电脑整齐地打印，左边各行开头垂直的，称为垂直式或齐头式(Block style)，美国常用这种格式；每段的第一个词缩进去，称为缩进式或锯齿式(indented style)，英国常用此格式。垂直式的职务及签名都在左边的边栏界线，这种格式，在极度尊重工作效率的美国公司，已普遍采用。正式的商业英语书信要在称呼的上方写上收信公司名称和地址或收信人的名字全称、职务及地址，称为信内地址（Inside address）。信内地址的写法也有垂直式和缩进式之分，垂直式和称美国式将各行并列，缩进式或称英国式将各行依次退缩。不过，近来英国商业书信信内地址并未依次缩进，似乎与美国式相同。此外，在美国还流行一种普通收信人地址的写法，就是在书信的Inside Address中，把门牌号和街名都省略掉。Email: 格式 Fax: 格式 （略） B称谓差异(Greetings) 在英文书信中要使用敬语，最普遍的敬语是Mr, Mrs和Miss（用于未婚女性）。英国人常在男性的姓名之后用Esq. (Esquire的缩写)，不过在商业上也在慢慢地改用Mr. Mmes. (Madam的复数形式)，用于二个女士以上。Messrs（Mr的复数形式）用于二个以上的男人，或用于二个以上的男人组成的公司或团体。在英国式英文信里，Mr, Mrs, Messrs，均不加缩写句点，相反地趋向于进步自由的美语反而加缩写句点如Mr., Mrs., Messrs.。在称呼方面，商业上最普遍的有Gentlemen（美国式）与Dear Sirs（英国式）二种，相当于我国的"敬启者"或"谨启者"。如果信是写给革个公司单位的，不是写给某个具体人的，美语用Gentlemen（复数形式），英语用Dear Sirs。如果对方公司只一人时，必须使用Sir/Dear Sir。称呼后一般要使用标点符号，英国式采用逗号(comma)，美国式用分号(colon)。书信结尾客套语(complimentary close)有多种，相当于我国书信在结尾时使用的"敬礼"、"致敬"、"顺安"等句。最为典型的美国式写法是Sincerely和Best regards，典型的英国式表达有Yours sincerely（熟人或知道对方姓名），Best wishes, kind regards 和yours faithfully（不知姓名）。此外，英国式的客套语还有特别礼貌的格式，但除了特殊情况外，现在不再使用。2.3基本的交易往来函电 Specimen of Routine Communications in Business1. 交易的先声 Trying the wayDear sirs, May 1, 1988Inquiries regarding our new product, the Deer Mountain Bike, have been coming in from all parts of the world. Reports from users confirm what we know before it was put on the market-that it is the best mountain bike available. Enclosed is our brochure. Yours faithfullyZhang Shan2. 提出询价 InquiryDear Sirs, Jun. 1, 1988We received your promotional letter and brochure today. We believe that your product would do well here in the U.S.A. Kindly send us further details of your prices and terms of sale. We ask you to make every effort to quote at competitive prices in order to secure our business. We look forward to hearing from you soon.Truly,Jack Smith3 迅速提供报价 Prompt quotationDear Sirs, June 4, 1988Thank you for your inquiry of June the 1st concerning the Deer Mountain Bike. It gives us great pleasure to send along the technical information on the model together with the catalogue and price list. After studying the prices and terms of trade, you will understand why we are working to capacity to meet the demand. We look forward to the opportunity of being of service to you.Truly,Zhang Shan4. 交易的契机 Opportunity for businessGentlemen, June 8, 1988We have received your price lists and have studied it carefully. However, the price level in your quotation is too high for this market. If you are prepared to grant us a discount of 10% for a quantity of 200, we would agree to your offer. You should note that some price cut will justify itself by an increase in business. We hope to hear from you soon.Yours trulyJack Smith5-1同意进口商的还价 Consent of the counter-offerDear sirs: June 12, 1988Thank you for your letter of June the 8th. We have accepted your offer on the terms agreed. Enclosed you will find a special price list that we believe will meet your ideas of prices. You should note that the recent advances in raw materials have affected the cost of this product unfavorably. However, for your order we have kept our prices down.Sincerely,Zhang Shan5-2 拒绝进口商的还价 Disconsent of the counter-offerDear Sirs, June 12, 1988Thank you for your letter of June the 8th. We regret that we cannot meet your terms. We must point out that the falling market here leaves us little or no margin of profit. We must ask you for a keener price in respect to future orders. At present the best discount offered for a quantity of 200 is 3%. Our current situation leaves us little room to bargain. We hope you will reconsider the offer.Truly,Zhang Shan6. 正式提出订单 Settlement of the order Gentlemen, June 15, 1988We have discussed your offer of 3% and accept it on the terms quoted. We are prepared to give your product a trial, provided you can guarantee delivery on or before the 20th of September. The enclosed order is given strictly on this condition. We reserve the right of refusal of delivery and/or cancellation of the order after this date.Truly,Jack Smith7.确认订单 Appreciation of the orderGentlemen, June 20, 1988Thank you very much for your order of June 15 for: 200 Deer Mountain Bikes.We will make every possible effort to speed up delivery. We will advise you of date of dispatch. We are at your service at all times.Sincerely,Zhang Shan8. 请求开立信用证 Request for L/CGentlemen, June 18, 1988Thank you for your order No. 599. In order to execute it, please open an irrevocable L/C for the amount of US$50 000 in our favor. This account should be available until Sep. 20. Upon arrival of the L/C we will pack and ship the order as requested.Sincerely,Zhang Shan 9. 通知已开立信用证 Notification of L/CDear Sirs: June 24, 1988Thank you for your letter of June 18 enclosing details of your terms. According to your request for opening an irrevocable L/C, we have instructed the International Commerce Bank of China to open a credit for US$50 000 in your favor, valid until Sep. 20. Please advise us by cable when the order has been executed.Sincerely,Jack Smith10. 请求更改信用证 Request for amendment to the L/CGentlemen: Sept. 1, 1988We are sorry to report that in spite of our effort, we are unable to guarantee shipment by the agreed date due to a strike at our factory. We are afraid that your L/C will expire before shipment. Therefore, please explain our situation to your customers and secure their consent to extend the L/C to Sept. 30.Sincerely,Zhang Shan11 . 同意更改信用证Gentlemen: Sept. 5, 1988We received your letter today and have informed our customers of your situation. As requested, we have instructed the International Commerce Bank of China to exte