外贸函电课程重点外贸函电 Unit .doc

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1、Unit 2 Establishing Business Relations第二章 建立业务关系Leading-in Tasks （任务导入）Try to finish the following tasks and predict the objectives and focus of this unit .Task 1. 假设你是美国辛普森公司（H. Simpson & Co. Ltd.，联系地址：98 South Street, Boston, USA，Tel：86-36-12345 Fax：86-36-67890 E-amil: SCL hotmail. com）进口部的经理。最近，你

2、通过朋友弗里曼先生（Mr. Freeman）了解到广东省纺织品进出口公司（Guangdong Textiles Import & Export Corporation，联系地址：68 Xiaobei Road, Guangzhou , China，Tel：86-20- Fax：86-20- E-amil：GTIEC ）的情况，并且对其产品非常感兴趣。现在，请致函该公司，试图与之建立业务关系。注意信中务必包含以下内容。1) 承蒙弗里曼先生（Mr. Freeman）的介绍，我们得知贵公司的名称和地址。2) 本公司专门经营中国纺织品进口业务，是美国主要的中国纺织品经销商。3) 去函目的是希望与贵公司

3、建立业务关系。 4) 如蒙惠寄最新的产品目录及价格表，将不胜感激。5) 盼速复。Task 2. 针对任务1中所拟信函的内容，以广东省纺织品进出口公司出口部经理的身份拟一封回函。注意该回函中务必包含以下内容。1) 来函收悉，谢谢！很高兴得知你们对我方产品感兴趣并愿与我方建立业务关系。 2) 贵公司的愿望与我方不谋而合。3) 应贵公司要求，特此随函附上本公司最新的产品目录及价格表，如有兴趣或者有进一步的需要，务请告知。4) 问对方索要最新的产品目录及价格表。5) 希望能与贵公司达成交易。Part One Basic Knowledge Concerned 1. The Significance o

4、f Establishing Business RelationsIt is fairly true to say no customer, no business. To establish business relations with prospective dealers is one of the important undertakings either for a newly established firm or an old one that wishes to enlarge its business scope and turnover.Establishing busi

5、ness relations is the first step in transaction in foreign trade. If a new firm, or rather a certain corporation of ours, wishes to open up a market to sell something to or buy something from firms in foreign countries, the persons in charge must first of all find out whom they are going to deal wit

6、h. We should not only do everything possible to consolidate old customers but also seek new ones to enlarge our business.2. The Main Channels and Methods for Establishing Business RelationsUsually, you can secure all the necessary information about a new customer with the help of the following chann

7、els: banksperiodicalsadvertisements in newspapers, magazines or on TVthe introduction from your business connectionsthe market investigationsthe Commercial Counselors officesthe Industrial Chambersthe Chambers of Commerce both at home and abroadinquiries received from the merchants abroadself-introd

8、uction by merchants themselves Sometimes, a kind of middleman is necessary to bring two companies together. Having obtained the desired names and address of the firms from any of the above sources, you may start contacting the prospective customers. The main methods include: communication in writing

9、; attendance at the export commodities fairs;contact at the exhibitions held at home or abroad;mutual visits by trade delegations and groups;Of all the above methods, the first one is widely used in business activities.3The Main Contents of a Letter for Establishing Business Relations Generally spea

10、king, the contents of a letter requesting a business relationship include telling the prospective customers how and where their name and address are known, self-introducing, indicating your desire to enter into a business relation, or sometimes making general inquiries and expressing your expectatio

11、n for cooperation or early reply, etc. While for letters in reply to the letters requesting for a business relation, the contents may include expressing your thanks for the incoming letter, expressing your agreement /desire /wish to establish a business relation with the addressor and indicating the

12、 action you are going to take. 句型Part Two Letter-writing GuideSteps / ContentsTypical ExpressionsFor letters requesting for the establishment of business relation1. Telling the addressees how and where their names and address are known.We were very pleased to obtain your name from(我们很高兴从处获得贵公司的名称。)W

13、e are delighted to learn fromthat(很高兴从处得知)We have your name and address from(我们从得知贵公司的名称和地址。)From , we know / have learned that(通过，我们得知)Through the courtesy of , we are given to understand that(承蒙我们得知)On the recommendation of , we have learned that(通过推荐，我们得知)Your company has been kindly introduced t

14、o us by(把贵公司介绍给我们。)2. Self-introducing.We are a corporation, handling (我们是公司，专营)We would like to take this opportunity to introduce ourselves as(我们借此机会自我介绍。我们是)We now avail ourselves of this opportunity to introduce ourselves as(我们借此机会自我介绍。我们是)We are writing to introduce ourselves to you as a (作为，特来

15、函自我介绍。)We would like to take the liberty of introducing ourselves to you with a view to (我们冒昧自荐，希望)Our corporation is specialized in (本公司专营)We are mainly dealing in (我们主要从事)We handle various kinds of (本公司经营各种)We have been engaged for many years in the line of(我们已经从事多年。) fall within the scope of our

16、business activities.(.属于我们的经营范围。)Our corporation is established for the purpose of(本公司是以为宗旨而建立的。)As you may know, we supply(如贵公司所了解，我们可供应)3. Indicating your purpose and desire.We are now writing you for (我们特致函)With a view to, we （本着的意愿, 我方）We are contacting you with interest to (特致函联系，有意)We are will

17、ing to / We would be glad to (我方将乐意)We are desirous of (我方很希望)We express our desire to (我们想表达的意愿。)We feel interested in (我方有兴趣)We need a regular supply of (我方定期需要)We are in a position to supply (我方可供应)Would you please submit to us .？ （能否向我们提供？）If you need , please let us have your specific inquiry.

18、(如果你们需要.，请向我们进行具体的询盘。)Should you require please (dont hesitate ) to contact us. (如果你们需要.，请（毫不犹豫地）和我们联系。)4. Expressing your expectation.We look forward to receiving /hearing from you soon/ in the near future. (希望尽快收到) Your early reply is appreciated. (我们会非常感谢你们的早日答复。)Any early reply would be highly a

19、ppreciated. (如能早日答复，将不胜感谢。)We are anticipating your relpy. / We await hearing from you. (盼复。)Any further information you can provide will be appreciated. (对你们提供的更进一步信息，我们将非常感谢。)We hope this will be a good start for (希望这是的良好开端。)Hope we can do business together. (希望我们可以合作。)We would appreciate it / be

20、grateful if you would (如果贵公司我们将不胜感激。)We would sincerely appreciate it if you (如果你们能，我们将衷心感谢。)For letters in reply1. Expressing your thanks for the incoming letter or stating your letter-replying purpose.Thank you for your letter of (感谢你方的来函。)Thank you for your interest in (感谢你方对的兴趣。)We have received

21、 with thanks (已收悉, 谢谢！)Your letter of has been well received with thanks.( 贵方时候的信已收悉, 谢谢!)Your letter expressing has been received with thanks. (贵方关于的信已收悉, 谢谢!)We are thankful for your letter about /of(谢谢你们的来信。)In reply to your letter of , we(兹复你方.月.日来函，我方)In response to your letter of , we(作为对你们来信的

22、答复，我们)2. Expressing your agreement /desire / wish.Your wish of coincides with ours(你们的愿望与我们的不谋而合。)This is also our desire.(这也是我们的愿望。)We shall be very glad to .(我们将很高兴)Your suggestion of was really a good thinking. (你们的建议确实是一个好主意。)3. Indicating the action you are going to take.We are sending you (我们将

23、给贵方寄去)We shall be glad to have your.(我们将很高兴得到你方的)As requested, we are airmailing to you(按要求,我们特此给您寄去)The enclosed is (are) our / We enclose our (随函附寄)Enclosed please find our （随函附上，请查收)4. Expressing your expectation.See also the same expressions above in the 4th step.Part Three Other Commonly Used E

24、xpressions and SentencesExpressions:1. establish business relations / connections；enter into business relations / connections 建立业务关系2. engage in ；handle ；deal in ；specialize in 从事，经营(专营)3. business line 业务范围 4. Please contact us(sb.) 请与我们（某人）联系5. Please (dont hesitate to) let us(sb.) know.；Please in

25、form us (sb.). 务请告知6. We would appreciate it if you would /could；We would be grateful if you would /could 如蒙我们将不胜感激，请(做某事)为感7. The enclosed is (are)；We enclose ；Hereby we enclose ； 随函附寄；兹附寄 ；8. Enclosed please find ；Enclosed you will find 随函附上，请查收。9. for ones information (only)；for ones reference (o

26、nly) (仅)供某人参考 for ones file/record；for ones perusal (仅)供某人存档/记录；供某人审阅10. regarding；with reference to；with regard to；referring to；concerning；as to 关于，就而言11. at your end / in your place(area, district) 在你处（地）12. according to / in compliance with / in accordance with / in conformity with 按照13. to concl

27、ude (close) the business (transaction / deal) 达成交易14. to do business with / to deal with / to trade with 与做生意15. to be connected with 与有联系16. as requested / do sth. upon sbs. request. 按要求；应某人的要求做某事 as stated；as agreed 如所述；如约定17. with a view to sth./doing sth.；with the view of sth.本着做的/意愿，希望，以为宗旨 （表示

28、目的）18. Through the courtesy of 承蒙的介绍、关照19. in reply to / in response to答复20. to be / feel interested in ; to take /have /interest in 对感兴趣Typical Sentences:1. Telling the addressee how his name is known in pleasant words.(用令人愉快的语言，说明你是怎样知道对方的)1）We are very pleased to obtain your name from the Industr

29、ial Chambers. 2）On the recommendation of Merrs. Harvey & Co., we have learned with pleasure the name of your firm. 3）Through the courtesy of Mr. Freemen, we are given to understand that you are one of the leading importers of electric goods in your area and wish to enter into business relations with

30、 us. 4）We have your name and address from The Journal of Commerce. 2. Introducing briefly the business scope of your firm. （概要介绍自己的业务）1）We are one of the leading importers of ceramic products in America. Wed like to establish a business relationship with your corporation. 2）We are a state-operated c

31、orporation, handling the export of animal by products and we are willing to enter into business relations with your firm. 3）This is to introduce the Pacific Corporation as an exporter of light industrial products having business relations with more than 80 countries in the world. 4）We are exporters

32、of fresh water pearls having years experience in this particular line of business. 5）We take the opportunity to introduce ourselves as a large importer of fertilizers in our country. 6）We take the liberty of introducing ourselves to you with a view to doing business with you. 7）Our corporation is es

33、tablished for the purpose of carrying on import and export business as well as other activities in connection with foreign trade. 8）Our cooperation is specialized in the export of Chinese foodproducts. The products sell well in various countries. 9）Our lines are mainly various kinds of electrical pr

34、oducts, and we have offices or representatives in all major cities and towns in Japan. 10）We are active in commercial intercourse with various countries and districts in the trade and financial circles 3. Stating your desire, purpose and expectation simply, clearly, and concisely. (简明扼要地表明自己的意愿、目的或期

35、望) 1）We foresee a bright prospect for your products in our market. We express our desire to establish business relations with your firm.2）Should you be interested in any of our products, please let us know. 3）Should you require any further information /details /particulars, please dont hesitate to l

36、et us know.4）Since we specialize in the export of Chinese foodstuffs, we wish to express our desire to trade with you in this line. 5）As the items falls within the scope of our business activities, we shall be pleased to enter into direct business relations with you. 6）We hope this will be good star

37、t for a long and profitable business relation. 7）We are convinced that our joint business efforts can be developed to our mutual benefit. 8）Hope our mutual understanding and cooperation could result in future business.4. Sentences used in replying letters from addressores. (收信人复函用句)1) Your letter ex

38、pressing the hope of entering into business connections with us has been received with thanks. 2）We acknowledge with thanks the receipt of your letter of September 10, 2010. 3）Your letter of November 21, 2010, addressed to our sister corporation in Shanghai has been transferred to us for attention.4

39、） As requested, we are airmailing to you, under separate cover, a sample each of Article Numbers 1025 and 1026 for your reference.5）A booklet including a general introduction, the scope of business and topics is enclosed for your reference.6）If you have interest in establishing business relations wi

40、th us in this line, please let us know your specific requirements. We will be pleased to forward samples, catalogues as well as detailed information.7）We assure you that we will give our best attention to any inquiries from you.8）Should there be anything else we can do for you, please let us know.Pa

41、rt Four Sample Letters Sample 1: Requesting for the Establishment of Business RelationsGuangdong Light Industral Products Import & Export Corporation52 South Dezheng Road,Guangzhou, China Tel: Fax: E-amil: glipSeptember 8th, 2010 Macdonal & Evans Co., Ltd.58 Lawton Street, Toronto , CanadaDear Sirs,

42、 From the E-mail that was received from our Toronto Office, we know that your firm1 is of good standing and reliability in Toronto. We understand that you are particularly interested in the export of various papers to China.In recent years, we have done business with the largest and most prominent f

43、irms in your area2. As is well known3 to you, the possibilities of importing the foreign products4 are very great here. We are confident that5 we will be able to give you large orders if the delivery, price and quality meet our requirements.By this letter, we are contacting you with interest to6 ent

44、er into business relationship with your company. We hope that we may receive your catalog7 soon as well as other printed materials for reference. We look forward to establishing good business relationship with you soon.Yours Sincerely,Wang Jie Wang JieManager of Import DepartmentNotes: 1. “firm”指“公司

45、、商号”。英语中表示公司的词很多，常用的有company, corporation, firm,以及后面出现的house等。股份有限公司常用 “Co. Ltd.”或 “Corp. Inc.” 表示，前者是“Company limited” 的缩写，后者是“corporation incorporated”的缩写。2. “in your area (district / place/ territory)：这是外贸函电的常用语，常译作“你地”、“你处”或“你们地区”，也可以用“at your end”表示。如：I am sure youll find a ready market at your

46、 end. 3. “as is well known”是非限制性的定语从句，修饰整个句子。关系词as在句中做主语。又如：as is usual the case（情况常常如此）；as you know （如你所知） 4. product: something produced by growth or made in a factoryeg: We are handling light industrial products.cf: produce；production；article；item；material；goods ；merchandise； cargo；consignment pr

47、oduce: sth. that has been produced esp. by growing or farming (农产品，土产)e.g: They are regular buyers of Chinas native produce. production: amount produced esp. for those produced in a certain period (产量，某时期制造或生产的批量产品)e.g: We are only interested in 2005 production.article: particular or separate thing (物品、物件)e.g: We can not offer you this article at present.