外贸函电9.ppt

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1、EnglishCorrespondenceForInternationalTrade何晓阳何晓阳高级国际商务师高级国际商务师Chapter1Introductionl导论导论:通过本课程的教学，使学生掌握国际贸通过本课程的教学，使学生掌握国际贸易活动中各种商务信函的写作方法和技巧，提易活动中各种商务信函的写作方法和技巧，提高其使用英语进行书面国际贸易高其使用英语进行书面国际贸易 业务沟通的业务沟通的能力。能力。l l 通过本课程的学习，要求学生掌握外贸通过本课程的学习，要求学生掌握外贸信函的基本格式，熟练运用一些在英文写作中信函的基本格式，熟练运用一些在英文写作中常用的词汇和表达方式，了解有关

2、外贸业务往常用的词汇和表达方式，了解有关外贸业务往来洽商的一些实务，并能根据各类业务的要求，来洽商的一些实务，并能根据各类业务的要求，撰写符合格式和内容准确的外贸英语函件和有撰写符合格式和内容准确的外贸英语函件和有关的业务合约和协议。关的业务合约和协议。lChapter2lTheLayoutofBusinessLettersl(商务信函的格式商务信函的格式)Section1IntroductionlBusinessletterscanberoughlygroupedintothreecategoriesintermsoftheirpurposes:lTogetactionlTobuildgoo

3、dwilllTofurnishinformationSection2LanguageStylel1 1Writing Principles:Writing Principles:l7 7“CSCS”:l 意思表达明确，要注意：意思表达明确，要注意：l1)1)Clear清楚的清楚的l2)2)Concise简洁的简洁的lA.避免废话连篇避免废话连篇B.避免不必要的重复避免不必要的重复lC.短句、单词的运用短句、单词的运用l3)3)Correct正确的正确的l1.1.避免用词错误避免用词错误;2.2.注意词语所放的位置注意词语所放的位置;3.3.注意句子的结构注意句子的结构.l4)Courteous

4、 Courteous 礼貌的礼貌的l语言要有礼且谦虚，及时地回信也是礼貌的表现。语言要有礼且谦虚，及时地回信也是礼貌的表现。l5)Conversational 5)Conversational 像谈话那样像谈话那样l写信时要考虑怎样写才能使得话题可以持续地交写信时要考虑怎样写才能使得话题可以持续地交谈下去。谈下去。l6)Convincing有说服力的有说服力的l能说服对方接受你的意见。能说服对方接受你的意见。l7)Complete Complete 完整的完整的l 一封商业信函应概况了各项必需的事项，如邀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，确忌寄出含糊不清的请信应说

5、明时间、地点等，确忌寄出含糊不清的信件。信件。2.Writingtechniquesforaconversationalstylel1）.Usecontractions（缩略语）（缩略语）lIts,doesnt,Im,yourel2）.UsepersonalreferenceslUseI,we,you,your,lAvoiduse“thiscompany,theabove-mentioned”l3）.UsedirectquestionslAvoidwordssuchas“whether”lDoyouwanttocontinueyouraccountortransferit?lWewouldap

6、preciateyouradvisinguswhetheryouwanttocontinuethisaccountortransferit.l4.）Createaperson-personstylel5）TakeaYou-Attitudel3.Checklistforyourbusinesswritingplanning:7stepsl1)WritedownyourAIMlWhyareyouwritingthisletter?l2)Assemblealltherelevantinformationanddocuments:copiesofpreviouscorrespondence,repor

7、ts,figures,etc.l3)Arrangethepointsinorderofimportance.l4)WriteanOUTLINEinnoteform.l5)WriteaFIRSTDRAFT,leavingspaceforadditions,changesandrevisions.l6)Checkitthroughl7)Write,typeyourFINALVERSION.Section3FormatofBusinessLettersl1.IndentedForml2.BlockedForm1)FullBlockForm完全平头式：凡是用打字机打上去的每一行字，包括日期、封内地址、

8、事由和结尾礼词。都是从都是从左边的空白边缘打起。左边的空白边缘打起。l3.ModifiedBlockedForm改良平头式：这种格式，除日期，结尾礼词和签名部分外，其他部分每行开头都与左边空白看齐。Section4LayoutoftheCommonBlockedLinesforBusinessLettersl一、信内称呼一、信内称呼l在知道收信人姓名的情况下，有以下几种称呼方式：在知道收信人姓名的情况下，有以下几种称呼方式：lDearMrSmith（foraman）lDearMrsBrown（foramarriedwoman）lDearMissJones（forasinglewoman）lDe

9、arMsTodd（Msdoesnotrevealthemaritalstatusofawoman）l下面以下面以“WinstonSmith”（温斯顿（温斯顿史密斯）为例看一看几种称史密斯）为例看一看几种称呼方式及其意义。呼方式及其意义。l“DearMrSmith”：用于以前有过联系的情况。：用于以前有过联系的情况。l“DearSmith”：仅用于男性上司对他熟悉的下级的称谓。：仅用于男性上司对他熟悉的下级的称谓。l“DearWinston”：用于彼此关系密切的情况。如果与：用于彼此关系密切的情况。如果与Smith先先生很熟悉，见面时就称呼他的名字，那么写信时也可这样称呼，生很熟悉，见面时就称呼

10、他的名字，那么写信时也可这样称呼，否则不可。否则不可。l在给女士写信时，称呼语的用法比对男士就更要在给女士写信时，称呼语的用法比对男士就更要复杂些了。复杂些了。l如写信给如写信给“JaneBrown”女士，可能会有女士，可能会有“DearMissBrown”、“DearMrsBrown”、“DearMsBrown”这几种情况。这几种情况。l用哪种更合适，了解对方是一方面，但更重要的用哪种更合适，了解对方是一方面，但更重要的是记住按是记住按“收信人喜欢的方式称呼收信人喜欢的方式称呼”这一原则。这一原则。l如果来信上的署名是如果来信上的署名是“JaneBrown”，回信时称呼，回信时称呼语就该写成

11、语就该写成“DearMsBrown”；l如果署名为如果署名为“JaneBrown（Mrs）”，称呼语就，称呼语就该为该为“DearMrsBrown”。l这是因为有的人比较正统，她们不愿别人把这是因为有的人比较正统，她们不愿别人把“夫夫人人”、“小姐小姐”这两个概念搞混，便在她们署名这两个概念搞混，便在她们署名的后边注上（的后边注上（Mrs）或（）或（Miss）以提示对方。）以提示对方。l二、写信日期的表达二、写信日期的表达：l英式（英国）：3.6.2006l表示：2006年6月3日l美式（北美）：3.6.2006l表示2006年3月6日l为避免误解，应写为：l（英式）：3June,2006l(

12、美式）March6,2006三、主题三、主题lDearSirs,lRe:YourOrderNo.1513l_l_l_四、称呼敬语和信末敬语四、称呼敬语和信末敬语l称呼：称呼：DearSirs,l结尾：结尾：Yoursfaithfullyl称呼：称呼：DearMr.GregSmith,l结尾：结尾：Sincerelyyours/Yourssincerely(英）英）lYourstruly/Trulyyours(美）美）l-lKindregardslBestregardslBestwisheslAllthebestlWithverybestwished五、签名五、签名l1、要打字、要打字l2、要手

13、签、要手签:signaturel3、有职务要写上去、有职务要写上去:六、参考文号六、参考文号l贵方发文号：贵方发文号：YourRef.l我方收文号：我方收文号：OurRef.七、附件七、附件lEncl/Enc.Asstated-附件如文附件如文l八、抄送八、抄送lCc：抄送：抄送(Carboncopies)lBcc:密件抄送密件抄送(Blindcarboncopies)l九、又及九、又及/再者再者/附笔附笔lP.S.(Postscripts)-要尽量避免要尽量避免Section5AddressingEnvelopsChapter3EstablishmentofBusinessRelations

14、andCreditStatusEnquiries(建立业务关系和资信调查建立业务关系和资信调查)l教学目的：Thischapterdealswithhowtomakecontactwithaprospectiveclient.lUsually,informationonfutureclientsisobtainablethroughthechannelswewilllearn.l重点及难点：Howtoestablishabusinessrelations.Section1EstablishmentofBusinessRelationslThecommercialCounselorsoffice

15、商务参赞处Electricandelectronicequipment电子电器产品Mutualbenefit互相的利益Leadingimportersof主要的进口商Specializingin:专营Greatpopularity:巨大的声誉ShanghaiExpo上海世界博览会AdvertisingagencylThroughthecourtesyof承蒙。的介绍lChamberofCommerce商会lEnclosingherewith随函邮寄lAcquaintyourselveswith使得了解。lConsummatebusiness达成交易lTakeadvantageof利用lByse

16、parateairmail航空另寄lAstatecorporation国有公司lReferringtoyourletterof有关、关于贵方。来函lInthelineof在。业务范围之内lIncompliancewith按照lPrivate&confidential机密并亲启lTradewith与。进行贸易往来lInsuccession连续的lDocumentsagainstpayment付款交单lInitialcontact首次联系lThestandardcharteredbank渣打银行lBangkok曼谷lConfidential机密的lCapital资本lFinancialstandi

17、nglEstablishmentofBusinessRelationsl一.PointsforAttention:l建立业务关系的信，通常是发信的一方在通过一定的途径得到对方公司的名称和地址，并经过初步信用调查后，向对方发出的。信的内容一般包括以下几点：l1.怎样得知对方公司的名称和地址l2.自我介绍l3.阐述写信的目的l4.表明建立业务关系的愿望并希早日回复。l二二.获得客户名址的途径：获得客户名址的途径：1.参加交易会或博览会参加交易会或博览会l2.国内外的商会国内外的商会l3.使馆的商务参赞处或其它的商务组使馆的商务参赞处或其它的商务组织织l4。网络。网络l5.贸易伙伴的介绍贸易伙伴的介

18、绍l6.代表团互访代表团互访l7.市场调查市场调查l8.客户自我介绍客户自我介绍l9.通过银行通过银行l10.广告广告HansSchiCo.Ltd.Blasuroad65HamburgGermanyFCHCompanyLtd.42NarrowStreetLondonW4A3DUUK10February2009DearSirs,WehavelearnedfromtheCommercialCounselorsofficeofourEmbassytoyourcountrythatyouareoneoftheleadingimportersofelectricandelectronicequipmen

19、t.Wewouldliketointroduceourselvestoyouasacorporationspecializingintheexportbusinessofelectricandelectronicequipment,andweareinterestedinestablishingabusinessrelationshipwithyourcorporationforthepurposeofsupplyingyouthecommoditiesyouwant.Togiveyouageneralideaofourproducts,wearesendingyou,underseparat

20、ecover,ourlatestcataloguetogetherwitharangeofpamphletsforyourreference.lOurHaierBrandofelectricandelectronicequipmenthasbeenawardedbythestatethegoldprize.Thiskindofproducthaswongreatpopularityinmarketsathomeandabroad.Theremustbeagreatdemandinyourcountry.Pleasetellusyourconcreterequirementssothatweca

21、ngiveyouourbestquotation.Itisourgoodhopetopromote,byjointefforts,bothtradeandfriendshiptoourmutualbenefit.lWelookforwardtohearingfromyou.lVerytrulyyours,l(signature)Letter2lDearSirorMadam,lAfewmonthsagowehadtheopportunitytoseeadisplayofyourproductsattheShanghaiExpoandweweremostimpressedwiththeirqual

22、ityandlowprices.lWewouldliketoofferyouourservicesasatradingfirm,andwouldmentionthatwehaveexcellentconnectionsinthetradeandarefullyexperiencedintheimportbusinessforthiskindofproduct.lMoreover,weoperateourownadvertisingagency,andwecanmakegooduseofthelatestmarketingproceduresquiteefficiently.Youcanbesu

23、reofincreasingyourturnoverconsiderablyifyouwouldallowustopromotesalesofyourproductsthroughoutChina.lWelookforwardtohearingfromyou.lYourssincerelyLetter3lThroughthecourtesyoftheChamberofCommerceinTokyo,Japan,wehavelearnedthatyouareoneoftheleadingimportersofmetalsandmineralsinyourcountryandinterestedi

24、ndoingbusinesswithus.Wehavebeenexportingallkindsofmetalsandmineralsformorethan30yearsandhavemanycustomersandfriendsinover80countriesandregions.lWeareenclosingherewithacatalogueandaprice-listforyourreference,sothatyoumayacquaintyourselveswithsomeoftheitemswehandle.Ifanyitemsyouenquirefordonotappearon

25、thelist,pleaseletusknow.Wearecertainthatbusinesscanbeconsummatedbetweenus.lIfyouarenotinterestedintakingadvantageoftheofferingsonthelist,pleasebegoodenoughtoforwardittosomeofyourfriendsorafirm,whomaybeinterestedintheseitems.lWelookforwardtoyourearlyreply.lYoursfaithfullyLetter4lDearSirs,lLearningfro

26、mtheCommercialCounselorsOfficeofyourEmbassytoourcountrythatyouareoneoftheleadingimportersofcannedfoodstuffs,wehavethepleasureofintroducingourselvestoyouasastatecorporationspecializingintheexportofcannedgoods,andexpressourdesiretoenterintobusinessrelationswithyou.lInordertogiveyouageneralideaofourcan

27、nedgoods,wearesendingyoubyseparateairmailacopyofourlatestcatalogue.Quotationsandsampleswillbesenttoyouuponreceiptofyourspecificenquires.lWelookforwardtoyourfavorablereply.lYoursfaithfullyLetter5lDearSirs,lReferringtoyourletterofDecember2,2003,wearegladtolearnthatyouwishtoenterintotraderelationswitho

28、urcorporationinthelineoftextiles.lIncompliancewithyourrequest,wearesendingyoubyairacataloguetogetherwitharangeofpamphletsforyourreference.llIfanyoftheitemslistedinthecataloguedoesnotmeetyourinterest,pleaseinformuswithoutdelay.lInthemeantime,youarerequestedtofurnishuswiththenameofyourbankpriortotheco

29、nclusionofthefirsttransactionbetweenus.lWelookforwardtoyourfavorablereply.lYoursfaithfully,lenjoyagoodreputation享有盛誉l类似的表达法有：lThegoodsaremostpopular(orenjoygreatpopularity)withourcustomers.lThegoodshavecommandedagoodmarket.lThegoodsareuniversallyacknowledged.lThegoodsaresellingfast(orenjoyfastsales)

30、.lWearewritingtoyouinthehopeofestablishingbusinessrelationswithyou.我公司特致函你方，希望与贵方建立业务关系。lestablishbusinessrelations建立业务关系lWearewillingtoestablishbusinessrelationswithyourfirmonthebasisofequalityandmutualbenefit.lWeshallbepleasedtoestablishdirectbusinessrelationswithyou.lIfyouneedmoreinformationconce

31、rningourfinancialstandingandcommercialintegrity,pleaserefertotheBankofChina,NewYorkorthelocalChamberofCommerce.如贵方需要更多有关我方财务状况和商业资信方面的资料，请向纽约中国银行或当地商会查询。l公司企业常见部门英文名称l总公司HeadOffice分公司BranchOffice营业部BusinessOffice人事部PersonnelDepartment（人力资源部）HumanResourcesDepartment总务部GeneralAffairsDepartment财务部Gener

32、alAccountingDepartment销售部SalesDepartment促销部SalesPromotionDepartment国际部InternationalDepartment出口部ExportDepartment进口部ImportDepartment公共关系PublicRelationsDepartment广告部AdvertisingDepartment企划部PlanningDepartment产品开发部ProductDevelopmentDepartment研发部ResearchandDevelopmentDepartment(R&D)秘书室SecretarialPoolSect

33、ion2CreditStatusEnquiriesTheinformationweneed:l1.thefinancialpositionl2.thecreditl3.thereputationl4.thebusinessmethodsl5.themanagementcapacitieslTolearnSpecimenLetterslTorequirestudentstomastertheexpressionstoshowthedesireforestablishingbusinessrelations.lToenablestudentstomasterimportantwordsandexp

34、ressionslBefamiliarwiththepointscoveredwhenwritingtoestablishbusinessrelationsandalsothelinguisticcharacteristicsofsuchtypeofletters.lGraspcommonlyusedwords,phrasesandsentences.lTrytomakestudentsrecitewhattheyhavelearntintheclass.l1.Analysethetypicalletterl2.Discussthewritingwaysoftheletterofseeking

35、newcustomersl3.Somekeypointsmentionedintheletter;l4.Usefulsentencesbothinthebookandfromothermaterials;l5.Exercisesdonebothintheclassandafterclass.l6.Studythecommonlyusedsentences;l7.Discusstheexercises.课堂练习：P381l第二题l第三题Chapter4EnquiryandOffer(询价和报盘）lSection1lEnquiryl1.Introduceinquiry;l2.Analyzethet

36、ypicalletter;l3.Studythecommonlyusedsentences.l4.Learnhowtogettheneededcreditinformationofotherfirmsandwhatshouldbenotedwhenwritingthistypeofletters.l5.Graspcommonlyusedwords,phrasesandsentences.l6.Studyoftheletterinthislesson;l7.Exercisesaccordingtotheknowledgelearntinthislesson.l8.Focuson&Difficul

37、tiesKeywords:lBinding：约束力lTothepoint:简明扼要lEngagement：保证lProformainvoice:形式发票lTheofferissubjecttoourfinalconfirmation此发盘须经我方确认。lWithinareasonabletime:在合理的时间内lWithdrawalandrevocationofanoffer发盘的撤回和撤销l“Hands-on”experienceoftheproduct客户试用，亲身体验产品lDemo:样品lDiscountforcash/bulk现金付款折扣/大批量折扣lCashwithorder下定单时

38、付款lSalable适销的，有市场的lInapositiontodosth有能力、有条件做某事lSeethat确保lPlaceorders下定单lOnaregularbasis经常性地lStock库存lOut-perform表现优于。lSection2lGuidelinesforWritingEnquirieslAnenquiryisusuallymadetoseekasupplyofproducts,serviceorinformation.Inordertoobtaintheneededinformation,theenquirershouldstatesimply,clearlyandc

39、onciselywhathewantsgeneralinformation,acatalogue,apricelist,asampleoraquotation,etc.Accordingtothecontent,theremaybefirstenquiriesandspecificenquiries.lAfirstenquiryisanenquirysenttoasupplierwithwhomyouhavenotyetdonebusiness,soitshouldbeginbytellingthesupplierhowyouobtainedhisnameandaddress.Butinasp

40、ecificenquiry,theenquirerpointsoutacertainproductorcommodityheintendstopurchase,hemayaskthesuppliertomakeanofferoraquotationonthisproduct.l1、以Weare开头介绍自己是经营何种商品的公司。l2、询价要明确，具体。比如：l询问何种商品、询问某商品价格、要样品、要样本等。l3、尽可能对你感兴趣的商品作具体说明。l4、说明你订单的数量，因为卖方对不同数量有不同的价格上的优惠。l5、说明你为什么要及何时要这些资料，并以乐观口气结束并盼复。l6、要礼貌，常用Plea

41、se,thankyou等。l7、检查无误。lWeshallappreciateitifyouwouldsendusasamplebooksoon.如能立即将样品簿寄来，我们将不胜感激。l外贸函电中表示感激的表达方式还有：lWeshouldbethankfulifyouwould.lWeshouldbegratefulifyouwould.lWeshouldbeobligedifyouwould.Section3Replytoenquiries:OfferlQuotation报价lOffer发盘lFirmoffer实盘lNon-firmoffer虚盘enjoyagoodreputation享有盛

42、誉l类似的表达法有：lThegoodsaremostpopular(orenjoygreatpopularity)withourcustomers.lThegoodshavecommandedagoodmarket.lThegoodsareuniversallyacknowledged.lThegoodsaresellingfast(orenjoyfastsales).l公司企业常见部门英文名称l总公司HeadOffice分公司BranchOffice营业部BusinessOffice人事部PersonnelDepartment（人力资源部）HumanResourcesDepartment总务

43、部GeneralAffairsDepartment财务部GeneralAccountingDepartment销售部SalesDepartment促销部SalesPromotionDepartment国际部InternationalDepartment出口部ExportDepartment进口部ImportDepartment公共关系PublicRelationsDepartment广告部AdvertisingDepartment企划部PlanningDepartment产品开发部ProductDevelopmentDepartment研发部ResearchandDevelopmentDepa

44、rtment(R&D)Section4ImportantNotesonanOfferl1、定义定义l由一方向一个或一个以上的特定的人提出的订立由一方向一个或一个以上的特定的人提出的订立合同的合同的建议建议，如果十分确定并且表明发信人在得，如果十分确定并且表明发信人在得到接受时承受约束的意旨，即构成报盘。到接受时承受约束的意旨，即构成报盘。l因此，一个报盘必须满足以下的要求：因此，一个报盘必须满足以下的要求：l1 1）报盘是向一个或一个以上的特定的受盘人发出）报盘是向一个或一个以上的特定的受盘人发出l2 2）建议必须确定、清楚和具体）建议必须确定、清楚和具体l3 3）报盘须表明报盘人要承受约束的

45、意旨）报盘须表明报盘人要承受约束的意旨l4 4）报盘必须送达受盘人）报盘必须送达受盘人l2 2、报盘的有效期、报盘的有效期l1 1）规定接受报盘的最后期限）规定接受报盘的最后期限l2 2）规定接受的时间幅度）规定接受的时间幅度l3 3）表示无确定时间的报盘有效期）表示无确定时间的报盘有效期l3 3、报盘的撤回（、报盘的撤回（withdrawal)withdrawal)和撤销和撤销(revocation)(revocation)l4 4、报盘的终止、报盘的终止l1 1）在有效期内未被接受）在有效期内未被接受l2 2）被撤回或撤销）被撤回或撤销l3 3）被拒绝或被新的报盘所取代）被拒绝或被新的报盘

46、所取代l4 4）由于新的法律而被终止）由于新的法律而被终止l5 5、价格条款、价格条款lSection5lReplytoEnquiriesl1.EnquiriesReplieslFromanoldcustomerstatefirstlyhowlmuchyouappreciateit.lFromanewcustomerstatefirstlyyouaregladltoreceiveit/expresslyourexpectationofcooperation.l2.promptlyl3.Ifnotavailable,explainthesituation.l4.Thedetailsofquant

47、ity,quality,price,discount,payment,packing,timeofshipmentandsoon.典型的回信包括典型的回信包括：l1 1、感谢对方对自己产品感兴趣并自己能够、感谢对方对自己产品感兴趣并自己能够、或不能够供货。或不能够供货。l2 2、推销自己的产品并讲明它如何适合对方、推销自己的产品并讲明它如何适合对方的需要。的需要。l3 3、讲明已寄出样本、价格单或样品等。、讲明已寄出样本、价格单或样品等。l4 4、向对方解释该如何使用该产品。、向对方解释该如何使用该产品。l5 5、报价。、报价。l6 6、以乐观的语调结尾，鼓励对方来电以了、以乐观的语调结尾，鼓

48、励对方来电以了解更多情况。解更多情况。回复询价函的几点建议：l1、不管你接受价格与否都要尽快回复，最好在当天回复。l2、必须答谢每一封询价函。l3、不论对方是否看过，都要给对方寄送样本。作业：下周上课时交上来l把下面的信翻译成英语：l收信人：澳大利亚GAP公司l悉尼Linconst.503号lGregSmith先生l寄信人：中国轻工进出口公司l珠海分公司l中国广东省珠海市香洲区唐家湾金凤路280号l尊敬的GregSmith先生：l感谢贵司9月1日寄来的询价单。l愉快地告知贵司，我司是专营工具出口的，已经有10年的出口经验了。我司的产品物美价廉，已经出口到全世界的20多个国家。l按照贵司的要求，

49、我司已经另函邮寄给贵司我司的产品样本及样品供贵司参考。一旦收到贵司的详细要求，我方将立即给贵司报价。l期待佳音。l出口部张光ll2009年10月20日作业：P383lIII.Cl把汉语的信翻译成英语Chapter5ResponsetoOffersllKeywords:lAmountto=beequaltolRevivetheoffer(maketheofferalive)lRipensintoacontract(formacontract)lTactfullylReader-orientedlCountonlBuyersbidlWhenanofferisreceived,offereewill

50、givethereplytoanofferinthreeways.l1.Decliningl2.Conditionalacceptance(counter-offer)l3.EntireacceptanceSection1Declininganofferl1.SendadeclininglettertotheoffererlA.unacceptedonlylB.acounter-offerl2.Keepsilenceorinactivityduringthevalidityoftheofferamountstodeclining.Section2GuidelinesforDecliningan