商务英语写作概述课件.ppt

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1、2023/1/21BUSINESS WRITINGBUSINESS WRITING商务英语写作商务英语写作Course Outline本讲义供嘉铭公司内训专用2023/1/22Text Book商务英语写作商务英语写作(修订版)BUSINESS ENGLISH WRITING胡英坤 车丽娟 主编外语教学与研究出版社 2013.8本讲义供嘉铭公司内训专用2023/1/23Contents1 An Overview of Business Writing1 An Overview of Business Writing2 2 Structure and Style of Business Lett

2、ersStructure and Style of Business Letters3 Sales-related 3 Sales-related InquiriesInquiries and and Replies Replies 4 4 Orders Orders and Confirmation Letters and Confirmation Letters 5 Letters about Shipment5 Letters about Shipment 商商商商务务务务信函的结构与格式信函的结构与格式信函的结构与格式信函的结构与格式商商商商务写作概述务写作概述务写作概述务写作概述 询

3、询询询盘盘盘盘与与与与回复回复回复回复订单与确认函订单与确认函订单与确认函订单与确认函 装运函装运函装运函装运函 本讲义供嘉铭公司内训专用2023/1/246 Letters About Payment and Settlement of 6 Letters About Payment and Settlement of Accounts Accounts 7 Routine Claims and Adjustment7 Routine Claims and Adjustment8 Persuasive Claims and Refusals 8 Persuasive Claims and R

4、efusals 9 9 Sales LettersSales Letters 10 10 Invitation and Thank-you LettersInvitation and Thank-you Letters付款与结帐函付款与结帐函付款与结帐函付款与结帐函日常日常日常日常投诉与投诉与投诉与投诉与理理理理赔赔赔赔 邀请函与感谢信邀请函与感谢信邀请函与感谢信邀请函与感谢信 销售函销售函销售函销售函 说服性索赔与拒绝函说服性索赔与拒绝函说服性索赔与拒绝函说服性索赔与拒绝函 本讲义供嘉铭公司内训专用2023/1/2511 11 Letters of Apology and Congratul

5、ationLetters of Apology and Congratulation12 12 Notice and AnnouncementNotice and Announcement 13 13 Memos and MinutesMemos and Minutes 14 Preparing resumes14 Preparing resumes15 Letters of Application15 Letters of Application道歉信与祝贺信道歉信与祝贺信道歉信与祝贺信道歉信与祝贺信通知与通告通知与通告通知与通告通知与通告备忘录与会议记录备忘录与会议记录备忘录与会议记录备忘

6、录与会议记录准备简历准备简历准备简历准备简历申请信申请信申请信申请信本讲义供嘉铭公司内训专用2023/1/2616 Letters of Recommendation16 Letters of Recommendation17 Proposals17 Proposals18 Organizing and Preparing Reports18 Organizing and Preparing Reports19 19 QuestionnairesQuestionnaires20 20 Business Business AgreeAgreementsments意向书意向书意向书意向书商务商务商

7、务商务协议协议协议协议 调查问卷调查问卷调查问卷调查问卷推荐信推荐信推荐信推荐信报告报告报告报告本讲义供嘉铭公司内训专用2023/1/27BUSINESS WRITINGBUSINESS WRITING商务英语写作商务英语写作An Overview of Business WritingAn Overview of Business WritingUnitUnit 1 1商商务写作概述务写作概述本讲义供嘉铭公司内训专用2023/1/28Why to improve writing skillsWhy to improve writing skills？nTheThe ability to wr

8、ite effectivelyability to write effectively is a valuable businessis a valuable business assetasset.nThreeThree reasonsreasons:1)business is transacted in writing;1)business is transacted in writing;2)writing effectively helps increase 2)writing effectively helps increase company sales and profit;co

9、mpany sales and profit;3)proficiency in writing gives a personal 3)proficiency in writing gives a personal advantage advantage 本讲义供嘉铭公司内训专用2023/1/29Tasks of this chapterTasks of this chapter.Functions of Business Writing.Functions of Business Writing.Criteria for Effective Business Writing.Criteria

10、for Effective Business Writing.Modern Changes.Modern Changes.Basic Patterns of Writing.Basic Patterns of Writing 本讲义供嘉铭公司内训专用2023/1/210nEvery business message is designed to achieve a specific business objective.Its success depends on what it says and to what extent it induces a favorable response f

11、rom the reader.本讲义供嘉铭公司内训专用2023/1/211I.Functions of Business WritingI.Functions of Business WritingB Business writing has three functions:usiness writing has three functions:1.1.To informTo inform2.2.To influenceTo influence3.3.To entertainTo entertain本讲义供嘉铭公司内训专用2023/1/212To informTo informnMessage

12、s to inform are used to convey the vast Messages to inform are used to convey the vast amount of information needed to complete the amount of information needed to complete the day-to-day operations of the business.day-to-day operations of the business.ne.g.e.g.explain instructions to employees,expl

13、ain instructions to employees,announce meetings and procedures,announce meetings and procedures,acknowledge orders,accept contracts for acknowledge orders,accept contracts for services,etc.services,etc.本讲义供嘉铭公司内训专用2023/1/213nThe major purpose of most of these The major purpose of most of these messa

14、ges is to have the receiver understand messages is to have the receiver understand a body of information and concentrate on a body of information and concentrate on the logical presentation of the content.the logical presentation of the content.本讲义供嘉铭公司内训专用2023/1/214To influenceTo influencenA busine

15、ss message must also influence the A business message must also influence the readerreaders attitudes and actions.s attitudes and actions.ne.g.e.g.letters promoting a product or service and letters promoting a product or service and seeking support for ideas and worthy causes seeking support for ide

16、as and worthy causes presented to supervisors,stockholders,presented to supervisors,stockholders,customers/clients,and others.customers/clients,and others.本讲义供嘉铭公司内训专用2023/1/215To entertainTo entertainnTo secure the desired response,it is necessary to To secure the desired response,it is necessary t

17、o have an adequate have an adequate knowledge of the English knowledge of the English language language and an understanding of and an understanding of human naturehuman nature.nThe writer should have an acquaintance with the The writer should have an acquaintance with the particular particular inte

18、restinterest and,if possible,the and,if possible,the emotions emotions of of the reader.the reader.本讲义供嘉铭公司内训专用2023/1/216nIt seems easy enough,for example,to ask It seems easy enough,for example,to ask payment of a bill,but it is quite difficult to payment of a bill,but it is quite difficult to secu

19、re payment without offending the reader secure payment without offending the reader and losing his or her future and losing his or her future patronagepatronage.nNo communication is wholly successful unless it No communication is wholly successful unless it retains the readerretains the readers s go

20、odwillgoodwill.本讲义供嘉铭公司内训专用2023/1/217Functions of Business Writing(1)To inform convey informationexplain instruction,announce meetings and procedures,acknowledge orders,accept contract(2)To influence affect the readers attitudes and actions(3)To entertain retain the readers goodwill本讲义供嘉铭公司内训专用2023/

21、1/218Criteria for Criteria for Effective Business WritingEffective Business WritingnSuccessful business message:(1)the receiver interprets the message as the sender intended it (2)it achieves the senders purposes.本讲义供嘉铭公司内训专用2023/1/219II.Criteria for II.Criteria for Effective Business Writing Effect

22、ive Business Writing 6/7Cs6/7CsnCourtesyCourtesy nCorrectnessCorrectnessnConcisenessConcisenessnConsiderationConsiderationnClarityClaritynConcretenessConcretenessnCompletenessCompleteness本讲义供嘉铭公司内训专用2023/1/220CourtesyCourtesyBeing very Being very politepolite,even in asking the addressee to,even in

23、asking the addressee to pay back the debts or refusing his demands,your pay back the debts or refusing his demands,your letter still should be very mild and tactful.letter still should be very mild and tactful.Being Being promptprompt in replying to the opposite part in replying to the opposite part

24、s s letter.The reply should usually be sent on the letter.The reply should usually be sent on the same day.If it is impossible for you to give a same day.If it is impossible for you to give a prompt reply in detail on the same day,you should prompt reply in detail on the same day,you should write a

25、short not to the client explaining why.write a short not to the client explaining why.本讲义供嘉铭公司内训专用nGoodwill Effects:Goodwill Effects:friendly,courteous things that make relations between people enjoyable.2023/1/221本讲义供嘉铭公司内训专用2023/1/222Example 1Example 1nDear Sirs,we are sorry you have misunderstood

26、 us.()nDears Sirs,we are sorry we didnDears Sirs,we are sorry we didnt make t make ourselves clear.ourselves clear.()()nWe cannot understand why you have had trouble with these articles.()nWe presume that there must be some We presume that there must be some reasons for you having trouble with these

27、 reasons for you having trouble with these articles.()articles.()本讲义供嘉铭公司内训专用2023/1/223nI write to send my congratulations.nCongratulations to you on your promotion!Congratulations to you on your promotion!nWe wont be able to send you the brochure this month.nWe will send you the brochure next month

28、.We will send you the brochure next month.本讲义供嘉铭公司内训专用2023/1/224nYour letter is not clear at all.I cant understand it.nIf I understand your letter correctlyIf I understand your letter correctly(tactful)(tactful)本讲义供嘉铭公司内训专用nUsing your-viewpointUsing your-viewpoint -a technique for building goodwill

29、-a technique for building goodwill -emphasizes the reader -emphasizes the readers interest and s interest and concerns.concerns.2023/1/225本讲义供嘉铭公司内训专用2023/1/226 Different AttitudesDifferent Attitudes We/IWe/I attitudeattitude YouYou attitude attitude1.1.A large sale of A large sale of ourour product

30、s will make products will make ourour company more company more profitable.profitable.2.2.WeWe are in need of fund are in need of fund and you must pay and you must pay 3.3.We We can not offer you can not offer you any refundany refund 4.4.Obviously Obviously you forget you forget telling ustelling

31、us the color the color1.1.A good sale of the A good sale of the products will benefit products will benefit you.you.2.2.To maintain To maintain youryour excellent credit,please excellent credit,please remitremit3.3.YouYou could obtain a could obtain a refund if refund if 4.4.Please indicate Please i

32、ndicate youryour choice of colorchoice of color本讲义供嘉铭公司内训专用2023/1/227Examples of You-attitude nWe-view pointWe-view point 1.I am happy to report 2.We are please to have your new account 3.We make Willet razor in three weightslight,medium,and heavy.nYou-view point You-view point 1.You will happy to k

33、now 2.Your new charge account is now open for your convenience.3.So that you can choose the one razor that is just right for your beard,Willet makes razors for you in three weightslight,medium,and heavy.本讲义供嘉铭公司内训专用nTaking a positive toneTaking a positive tone2023/1/228本讲义供嘉铭公司内训专用2023/1/229nProject

34、 a Positive,Tactful ToneChapter 3本讲义供嘉铭公司内训专用2023/1/230Project a positive,tactful tone(1)n1.State ideas using positive language Speak of what can be done instead of what cannot be done,of the pleasant instead of the unpleasant Positive words make messages more diplomatic and promote positive human r

35、elation Think of examples of negative language you have Think of examples of negative language you have heard that could be easily be stated using positive heard that could be easily be stated using positive words.words.本讲义供嘉铭公司内训专用2023/1/231nDont forget to submit your report nWe cant ship your good

36、s untilnYou neglect to indicate the specification 1.State ideas using positive language nRemember to submit nYou will receive your goods nPlease send the complete specification 本讲义供嘉铭公司内训专用2023/1/232Negative Negative attitudeattitude Positive Positive attitudeattitude1.1.We cannot deliver your order

37、 We cannot deliver your order on schedule because of the on schedule because of the earthquake.earthquake.2.2.Now that we are short of Now that we are short of funds,we have to put the funds,we have to put the proposed project aside.proposed project aside.1.1.We will deliver your order We will deliv

38、er your order when the road resumes to when the road resumes to traffic.traffic.2.2.If we solve the financial If we solve the financial problem,we will start the problem,we will start the project.project.本讲义供嘉铭公司内训专用2023/1/2332.Avoid using second person when 2.Avoid using second person when stating

39、negative ideas stating negative ideas nYou made numerous You made numerous mistakes on this page.mistakes on this page.nYou keyed a perfect You keyed a perfect copy.copy.(preferred)This page contain This page contain numerous mistakes.numerous mistakes.(preferred)本讲义供嘉铭公司内训专用2023/1/2343.Use passive

40、voice to convey 3.Use passive voice to convey negative ideasnegative ideasnSuburo did not proofread this proposal carefullynSuburo completed the job two months behind the schedule nSuburo completed the job two months ahead of the schedule nThe proposal was not proofread carefully nThe job was comple

41、ted two months behind the schedule nThe job was completed two months ahead of the schedule本讲义供嘉铭公司内训专用2023/1/2354.Use the subjunctive mood4.Use the subjunctive moodnNegativeNegative I cannot accept the recommendation I am not able to accept your invitation nSubjunctive MoodSubjunctive Mood I wish I

42、could accept the recommendation I could accept your invitation if I were to cancel my meeting on 本讲义供嘉铭公司内训专用2023/1/2365.Include a pleasant statement in the 5.Include a pleasant statement in the same sentencesame sentencenYour personal ratings for communication ability were satisfactory.nYour person

43、al ratings for communication ability were satisfactory,but your rate for technical competence was excellent.本讲义供嘉铭公司内训专用nBeing conversational Being conversational 2023/1/237本讲义供嘉铭公司内训专用Conversational languageConversational languageDull and stiffDull and stiff1.1.Please be advised that Please be advi

44、sed that your should sign the your should sign the form before the 1st.form before the 1st.2.2.Kindly advise at an Kindly advise at an early date.early date.3.3.I herewith hand you I herewith hand you 4.4.Thanking you in Thanking you in advance advance Conversational Conversational 1.1.Please sign t

45、he form before Please sign the form before the 1the 1st st.2.2.Please let me know soon.Please let me know soon.3.3.Here is Here is 4.4.I Ill sincerely appreciatell sincerely appreciate2023/1/2本讲义供嘉铭公司内训专用382023/1/239CorrectnessCorrectnessnCorrect grammar,punctuation and Correct grammar,punctuation a

46、nd spelling are basic requirements for spelling are basic requirements for business writing,In addition,business writing,In addition,correctness means choosing the correctness means choosing the correct level of language,and using correct level of language,and using accurate information and data.acc

47、urate information and data.本讲义供嘉铭公司内训专用2023/1/240Example 2Example 2nEnclosed is the copy of receipt.(Enclosed is the copy of receipt.()nEnclosed is a copy of the receipt.()Enclosed is a copy of the receipt.()nI am looking for another sales channels.I am looking for another sales channels.()nI am loo

48、king for other sales channels.()I am looking for other sales channels.()本讲义供嘉铭公司内训专用2023/1/241nA.with pronouns.Our competitors were most successful than ours.(us)nB.with adjectives.The two first(first two)items are not available.本讲义供嘉铭公司内训专用2023/1/242nC.with article.We are interested in same.(the sa

49、me)nD.with verbs.Neither of the offers are(is)acceptable.A block of flats are(is)being built.本讲义供嘉铭公司内训专用2023/1/243nE.with adverbs.We had a quite(quite a)successful meeting.nF.with conjunctions.He not only built(built not only)houses,but also flats.本讲义供嘉铭公司内训专用2023/1/244nG.with participles While stu

50、dying the report,the telephone rang.(insert“I was”between while and studying)While I was studying the report,the telephone rang.nSpecial attention should also be paid to names of article,specifications,quantity,figures,units,etc.本讲义供嘉铭公司内训专用2023/1/245Avoid Sentence FaultsAvoid Sentence FaultsSee the