《高级职业英语》--Lecture 1导学、高级职业英语写作概述、信函结构和格式、业务关系确立函.ppt

《《高级职业英语》--Lecture 1导学、高级职业英语写作概述、信函结构和格式、业务关系确立函.ppt》由会员分享，可在线阅读，更多相关《《高级职业英语》--Lecture 1导学、高级职业英语写作概述、信函结构和格式、业务关系确立函.ppt（55页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、高级职业英语（写作）高级职业英语（写作）李向奇Mobile:13829734838Email:Sept26,2010.高级职业英语（写作）高级职业英语课程教学大纲(李向奇).docOutline PartIFundamentalsofbusinesswritingPartIICriteriaforeffectivebusinessWritingPartIIIContentsandformationsofthebookPartIVProblemstobetackledinthiscoursePartVAnOverviewofBusinessWritingPartVIStructureandSty

2、leofBusinessLettersPartVIIEstablishingBusinessRelationshipsPart 1.FundamentalsnTheoriesrelatedtocommunicationsqHumanneedsqStrokingandJohariWindowqMarketingMixes1.1 Maslows Hierarchy of NeedsChapter 1-MASLOWS HIERARCHY OF NEEDS.docHuman needs nLowerlevelneedsqphysiologicalqSafetyqSocialHigherlevelnee

3、ds-Esteem-Self-actualization1.2 Stroking and Johari windownStrokingTransactional（相互作用的）termforidentifyingthewayothersgiverecognitiontoapersonPositivestroke,E.g.receivingcongratulatoryphonecallsorlettersNegativestroke,E.g.receivinghurtfulcomments1.2 Trust Leads to Reciprocal Sharing Depicted in Expan

4、ded Open Area in Johari WindowChapter 1-Johari Window.docChapter 11.2 The Johari Window1.Freeoropenarea-whatweknowaboutourselvesandothersaboutus.2.Blindarea-othersknowaboutus,butwedontknowaboutourselves3.Hiddenarea-Thingsweknowaboutourselves,otherdontknow4.Unknownarea-thingswedontknowandothersdontkn

5、owaboutusThe Johari WindownThepurposeofcommunicationistoexpandtheopenarea,decreasetheblindandhiddenarea,thereforeleadingtohigherlevelofinterpersonalsharing.nTrustissomethingthatmustbeearned.nTrustandopennessleadtobettercommunicationbetweentwopeople.nInbusiness,weaimatbothtaskorientedcommunicationand

6、emotionalcommunication.1.3.Marketing Mixes:4Ps and 4Cs Product-designorproductionPriceandPlace-distributionPromotion-marketingcommunicationThe4psdeterminehowagoodorserviceismadeandprovided,howmuchitcosts,whereitisdistributedandhowitispresentedinallcompanycommunication4CsnCustomer-focusesoncustomersw

7、antsandneedsversusproductnCost-whatitcostsacustomertoownaproductinsteadofhowtopriceaproduct(e.g.car/consideringtherepaircost)nConvenience-focusesonhoweasyitisforcustomerstoacquiretheproduct,ratherthanhoweasyitisforthecompanytodistributeit(e.g.CocaColaconvincesrestaurantstoofferitsproducts,aswellasma

8、kingthemwidelyavailableineverytypeofstores)nCommunication-Traditionally,promotionhasmeantsendingbrandmessageandofferstocustomers,usingone-waycommunication.Thenewwayofthinkingfocusesonopeningupopportunitiesfordialogue,fromtellingandsellingtolisteningandlearning.Part II.Organization of the book 2.1.Co

9、ntentsPrinciplesofbusinesswriting(1-2)Lettersconcerningtransactions(3-7)Generalletters(8-9)Officecommunications(10-11)Employment(12-14)Proposalandreport(15-16)Businessdocumentsandquestionnaires(17-18).高级职业英语（写作）高级职业英语课程教学大纲(李向奇).doc2.2.Purpose Toinform:Chapters3,4,5,6,10,11,16Topersuade:Chapters7,12

10、,13,14,15,16ToEntertain:Chapter82.3.Organization of each unit nWritingprinciplenStandardletters(questions)nSamplesforanalysisnLanguageforwriting-notes-usefulsentencepatternsnExercisesPart III.Criteria for Effective Business Writing 3.1.Courtesy-treatingpeoplewithrespectandconcern,employing-You-viewp

11、oints-Conversationallanguage-Wordsofpositiveeffect-Domorethanexpected 3.2.Correctness-grammar,punctuation,spelling,usingaccurateinformationshowrespecttothereceiverofthemessages3.3.Concisenesswriteinthefewestpossiblewordswithoutsacrificingcompletenessandyou-viewpointtimeismoneytothecustomers-PartIII.

12、CriteriaforEffectiveBusinessWritingPart III.Criteria for Effective Business Writing3.4.Clarity-tellthereadersexactlywhattheywantandneed-showconcernforthereaders-Shortsentence,familiarwords3.5.Concreteness-bevivid,specific,-useactionverbsPart III.Criteria for Effective Business Writing3.6.Completenes

13、sIncludeallthenecessaryinformationanddatainthemessageFollowingthe6-Cstandard,youcan:(1)accomplishyourtaskgetthingdone,and(2)maintaingoodwillwithcustomers.Part IV.Problems to be tackledTeachingmaterials-Notextbookisperfectinitselforforaparticularteachinglearningcontext-Needtoadaptandsupplementinsomew

14、ayforparticularstudentsandspecifictopicsandcontexts-Authenticmaterials-Casestudies-ClassroompresentationsPart IV.Problems to be tacklednParticularnatureofbusinesswritingnIsabranchofEnglishforSpecialpurposenIsmorethanspecializedvocabularyninvolveswiththeoriesofappliedlinguistics,socio-linguistics,pra

15、gmatics,HRmanagement,psychology,cross-culturalcommunicationsandevenfieldexperiencePart IV.Problems to be tacklednTeachingmethodnTask-basedteachingandlearningnBusiness-orientedwritingnSubstitutingnSupplementingnAdaptingcoursebookmaterialaccordingtostudentsinterestsorneedsnClassroompresentationnPairwr

16、itingorgroupwritingplanningdraftingrevisioncommentmakingIn this chapter you will learn how tonusemanykindsoflayoutnfollowformatconventionsnidentifytheorganizationalelementsofabusinessletternrecognizeandusetheformconditionofbusinesslettersnwriteeffectivelyeachpartofbusinesslettersandenvelopesPart V 商

17、务商务书信格式书信格式标准的商务书信包括三个部分n信头letterheadn信文letterbodyn信尾closeLetter Heading（信头）n写信人地址AddressersAddress（含行号、Logo等）n日期Date 封内(收信人)地址Addressees(Receivers)Addressn称呼Salutationn标题/事由Subject/Re/Aboutn在信和传真中，信头所占页面最多不能超过三在信和传真中，信头所占页面最多不能超过三分之一。商业书信的信头一般包括发信人地址、分之一。商业书信的信头一般包括发信人地址、发信日期、收信人地址和姓名、称呼以及事由。发信日期、收

18、信人地址和姓名、称呼以及事由。传真的信头包括收信人地址（连同收信人传真传真的信头包括收信人地址（连同收信人传真号码）、发信日期、页数、称呼和事由。号码）、发信日期、页数、称呼和事由。n发信人地址：书信发信人地址位于页首居中的位置。传真发信人地址位于传真纸页首固定的信头格式内。n一般来说，商业书信的首页都使用印有公司抬头的信笺。此部分包括公司名称、地址、电话和传真号码。有的甚至还印有代表公司形象的符号标志（Logo）、E-mail号，网址和总裁的名字等。印有信头的首页中往往有一枚代表公司形象的标识。标识一般用图像表示，它就像包裹件上或运输工具上的商标一样。这些符号生动有趣、不同寻常，让人过目不忘

19、。如果一个公司的标识设计得好，它就可以广为熟知，公司就容易打开局面，其形象也很快得到公众的认可。n发信日期：有两种模式两种模式-“24Sept.,2009”(日-月-年)或“Sept.12,2009”（月-日-年）。日期可以打印在左边空白处。日期与抬头或发信人地址之间应空两行。写传真时，日期打印在信头相应的空格内。n收信人地址：包括收信人的全名和职衔，以及公司的全称和地址。书信中收信人地址从页面左边空白处写起，在日期下面空两行。传真中收信人地址打在信头相应的空格内。n指定收信人姓名：已不常用。如果需要，就从页面左边空白处写起，在收信人地址下空两行。收信人地址标准的排序方式：A.收信人名称、职位

20、B.所在部门及公司名称C.公司所在的街道号码及街道名D.所在城市、州名称及邮政编码E.所在国名称收信人地址Mr.RichardYoung，Director姓名CresswellInc.头衔、公司名称400FortuneStreet街道号码及名称PhoenixArizona82044城市名、州名、邮编U.S.A国家名nProfessor Fan Hong nForeign Languages DepartmentnSun Yat-sen UniversitynGuangdong,510275nPeoples Republic of ChinaParAvionStampReceivers addr

21、ess 收信人(addressees)地址Mr.RichardYoung姓名Director头衔CresswellInc.公司名称400FortuneStreet街道号码及名称Phoenix,Arizona82044城市名、州名、邮编U.S.A.国家名n称呼称呼：通常有以下称呼方式DearMr./Mrs./Miss/Ms.WangDearSir或DearMadamDearSirorMadamDearSirs称呼从左边空白处写起，在收信人地址下面空两行。n事由（事由（Subject/Re）:写明事由可以使收信人对信件或传真的内容一目了然。事由位于称呼之下，与称呼相隔一行。可以居中、居左、缩格。n

22、信文信文(BodyofLetter)在全齐头式（full-blocked）书信中，每个段落都从左边空白处开始书写，在“事由”下面空一行。段落内采用单行行距，段落之间采用双行行距或空一行。信尾信尾Closen结尾敬辞 Complimentaryclosen信末签名Signature(oftheaddresser)n打印名字和头衔Printednameandtitle(oftheaddresser)信尾Closen n口述者口述者/打字员姓名缩写打字员姓名缩写 Initials of dictator Initials of dictator and typist)and typist)n n附件

23、附件 EnclosureEnclosuren n抄送抄送 Carbon copy(cc:Chan Wai Ming)Carbon copy(cc:Chan Wai Ming)n n附笔附笔/附言附言 Postscript(Postscript(附笔的主要用途是引起收附笔的主要用途是引起收信人的注意。因此，推销信函中有时也加上附笔，信人的注意。因此，推销信函中有时也加上附笔，给广告宣传增加一点较亲切的感觉给广告宣传增加一点较亲切的感觉)nNote:此四项并非必需部分，可根据实际需要取舍。商业书信的五种格式商业书信的五种格式n全齐头式(Full-blocked)n齐头式(Blocked)n半齐头式

24、(Semi-blocked)n方齐头式(Square-blocked)n简化式(Simplified)38EstablishingBusinessRelations建立业务关系nEstablishingbusinessrelationsisthefirststepinatransactionininternationaltrade.Writingletterstonewcustomerstoestablishrelationsisacommonpracticeinbusinesscommunications.nGeneralinformationaboutacompany,includingt

25、henameandaddress,canbeobtainedthroughthefollowingchannels:1.Banks2.Chambersofcommerce3.Advertisementinthemedia4.Commercialcounselorsofficeinforeigncountries5.ExhibitionsandtradefairsnWhenyouwriteyourfirstletter,youshouldtellyourreaderhowyouobtainedhisorhernameandaddress,expressyourdesiretodobusiness

26、andexplainwhatyouhopetobuyortosell.39A.WehaveyournameandaddressfromtheCommercialCounselorsOfficeofyourembassyinBeijingandarenowwritingtoyoufortheestablishmentofbusinessrelations.我们从贵国驻京使馆商务参赞处得悉贵公司行名及地址，现特致函与贵公司建立业务关系。1.Wehaveobtained/come to know/heard/learnedyournameandaddressfromourembassyinyourc

27、ountry.2.Weoweyour name and address/fax number/postcode/business scope/products/E-mail addresstoChinaCouncilforthePromotionofInternationalTradeinBeijing.B.WehavelearnedbycourtesyofMr.GreenhowthatyouareoneoftheleadingimportersofChinesechemicalsandpharmaceuticalsinyourcountry.承蒙格林豪先生介绍，我们得知你们是贵国中国化工产品

28、和药品的主要进口商之一。例：Weunderstoodfrom World Bank/through the courtesy of CCPIT/on the recommendation of AerChem,Inc./after contacting your trade delegationthatyouareoneoftheleadingimportersofChineseChemicalsandPharmaceuticalsinyourcountry.Useful Expressions40C.YourfirmhasbeenrecommendedtousbyBankofChinainB

29、eijing.在北京的中国银行已把贵公司介绍给我们了。例：Yournamehasbeenintroduced/suggested/brought forward/giventousbyCitibank,Shenzhenoffice.D.Wehavethepleasureofintroducingourselvestoyouasastate-operatedcorporationdealingexclusivelyinlightindustrialgoods.我们有幸自荐，我们是一家专营轻工业品的国有公司。例:have the pleasure to introduce take pleasur

30、e in introducing take the liberty of introducing We avail ourselves of this opportunity to introduce are venturing to write to introduce wish to introduceourselvestoyouas a state-operated corporation dealing in light industrial goods.41E.WearethechiefcigarettepackingmaterialsexporterinAustriaandaret

31、hankfultotheChineseEmbassyinViennaforgivingyourname.我们是奥地利主要的香烟原辅材料出口商，并感谢驻维也纳的中国使馆向我们提供了你们的行名。例：Wearethankful/grateful/obliged/indebtedtotheChineseEmbassyinViennaforgivingusyournameandaddress.F.SpecializingintheexportofChinesearts&craftsgoods,weexpressourdesiretotradewithyouinthisline.我们专门经营中国工艺美术品

32、出口，愿与贵方进行交易。例：Specializing/Being experienced/Having been for years/Dealing exclusivelyintheexportofChinese.G.Itishopedthatbyourjointeffortswecanpromotebusinessaswellasfriendship.希望通过共同努力，我们既可促进贸易又能增进友谊。例：Itishopedthatthrough our endeavors/to our mutual benefit/for our common interests wecanpromote.4

33、2nWelookforwardtoyourfavorablereply.等候佳音。例：weawait/appreciate/expect/anticipate/hope to receiveyourfavorablereply.nWeshallbegrateful/obliged/glad/thankfulifyouwillreplyatanearlydate.敬请早日答复，将不胜感激。nYourearly reply/prompt attention/immediate response/favorable answerwillbehighlyappreciated.如蒙早日答复，将不胜感谢

34、。nWeawaityourfurthernewswithinterest.我们切盼你方进一步的消息。结 束 语43 Sample Letters for Establishing Business RelationsDear Sirs,Your name and address have been given to us by the Hongkong&Shanghai Banking Corporation of Jakarts.We are now writing to you for the establishment of business relations.We have had

35、no contact with your country before.In view of developing friendly relations between our two countries,we wish to ascertain whether cooperation to the advantage of both our firms could be established.We invite you to send us details and prices,possibly also samples,of such goods as you would be inte

36、rested in selling,and we shall gladly study the sales possibilities in our market.On the other hand,please favor us with a list of those goods you are interested in obtaining from us so that we might be able to quote on some and give you all the necessary information regarding supply possibilities.Y

37、ours faithfully,44Dear Sirs,We owe your name and address to the Chamber of Commerce,Tokyo,who informed us that you are in the market for Personal Computers.We are one of the largest computer manufacturers in our country and have been handing various kinds of computers for about 10 years.We approach

38、you today in the hope of establishing business relations with you and expect,by our joint efforts,to enlarge our business scope.In order to acquaint you with our business lines,we enclose a copy of our illustrated catalogue covering the main items suppliable at present.If you are interested in any o

39、f the items,please tell us by fax.Well give you our lowest quotations and try our best to comply with your requirements.Our customers are always satisfied with our products and the service after the sale.We believe that you will be,too,after we do business together.Our banker is the Bank of Tokyo,Ja

40、pan.They can provide you with information about our business and finances.We are looking forward to your early reply.Yours faithfully,business scope=line of business 经营范围45Complete the following sentences一.We have the pleasure of 1.告诉你们，我们已经与贵方代表(representative)取得了联系。2.获悉贵方对与我公司建立业务往来很感兴趣。3.将我公司驻沪办事

41、处的地址及联系人告诉贵方。二.We are appreciative of 1.贵方有和我公司建立贸易关系的意向(intention)。2.贵方为促进我们双方的贸易和友谊所作的努力。3.贵方对此事的及时处理。三.1.承蒙中国银行的介绍，2.多亏我驻贵国使馆经参处的介绍，3.经汤姆和威廉姆公司推荐，we learnt that you are the chief importer of electric appliances in your country.Exerciseson the recommendation of.承.推荐、介绍by courtesy of.through the co

42、urtesy of.承.的好意相告46TranslatethefollowingletterintoEnglish尊敬的.先生/女士：美国J&M有限公司已将贵公司的名称和地址告知我们，并认为贵公司是中国有潜力的棉布买主。棉布属于我公司的经营范围，我们将很乐于与贵公司建立直接的业务关系。兹随函附上商品小册子和价目单各一份，以便于了解我们可供出口棉布的概况。一当接到贵方的具体询价，将立即航空邮寄我公司的报价单和样本。恭候佳音。.谨上Exercises47Inquiry询盘InquirySheet询价单Quotation报价Indent定单InvitationtoOffer邀请发盘Offer发盘Fi

43、rmOffer实盘CounterOffer还盘VoluntaryOffer主动发盘Bid递盘Acceptance接受Contract合同ConditionalAcceptance有条件的接受Confirmation确认书Agreement协议Memorandum备忘录ImportContract进口合同PurchaseContract购买合同SalesContract销售合同Allowance折让、允差PurchaseConfirmation购买确认书CurrentPrice现行价RetailPrice零售价Rebate回扣SalesConfirmation销售确认书WholesalePric

44、e批发价48Businessman/Merchant/Dealer商人Wholesaler批发商Retailer零售商Sole/Exclusiveagent独家代理Salesman推销商Speculator投机商Compensationtrade补偿贸易491.Generallyspeaking,thistypeoflettershouldincludethesourcesofinformationrelatedto-theaddress,e.g.howyouknowhisnameandaddress;-yourintention,i.e.Whyyouarewritingtohim;-abri

45、efintroductionofyourfirm,e.g.yourbusinessscope、yourbranches,andalsoyourliaisonoffices,ifany;referencesastoyourfirmsfinancialstandingandcreditrating,etc.2.Ifyouareinthemarketforthegoodstheaddresseecanexport,youmayalsorequestforsamples,price-list,catalogues,etc.Meanwhileyoumaystatesimple,clearlyandcon

46、ciselywhatyoucansell.Writing Guidelines50 商务信函构成要素w标准部分：wLetterhead 信头:包括发信人公司的名称、地址、传真或电传号码。wDate Line 发信日期wInside Address 封内收信人地址wSalutation 对收信人的尊称wBody 正文wComplimentary 结尾敬语wSignature 签名二.特别部分：wAttention Line 指定收信人wSubject and Reference Lines 事由wOrganization Name 公司名称wAuthor,Title and Department

47、 撰稿者印刷体姓名wReference Initials 主办人代号（便于考查信函的主稿人和打字人）wEnclosure Notation 附件注明wCopy Notation 复本注明（CC to Mr.Li 或 CC The Uni Trading Co.,Ltd.)51MakecorrectionsintheformatofthefollowingletterRockyMountainHighCountryRealtyMileHighBuildingOneDenverPlazaDenver,Colorado80200Pueblo,CO810022009WestProspectStreet

48、Ms.KimJameston,AttorneyDearMs.Jameston:WeappreciateyourApril23letterconcerningthefailureofoneofoursalesRepresentativestoinformyourclientofthepossiblezoningoftheBlakeproperty.Pleaseacceptmysincereapologyfornothavingcorrespondedwithyousooner.Thesales.ROCKYMOUNTAINHIGHCOUNTRYREALTYCordially,Residential

49、PropertySalesManager,JoeCrossmanMs.Kim Jameston,Attorney2009 West Prospect StreetPueblo,CO 81002Cordially,ROCKY MOUNTAIN HIGH COUNTRY REALTYJoe CrossmanSales ManagerResidential Property52Letterhead Systems A/S Corporation Tel:+45 83894232 Fax:+45 83894234 Web Site: E-mail:Dateline March 23,2004Insid

50、e Address Mr.Jame 收信人姓名 Director of Personnel 收信人职位、头衔 Windsor Mils Inc.单位名称 212 Magnolia Avenue 门牌号码、街道名称 Spartanburg,South Carolina 29301 城市、州、邮编 The United States of America 国家Attention Line Attention Mr.Li (指定收信人或某个部门）Salutation Dear Mr.ZhangSubject Line Re/Subject:Claim No.MA-457972 信文的主旨Body -