外贸函电实务Unit 1
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外贸英语函电教程Unit 1 Establishing Business Relations
s
01 How to find the customers?
02 How to impress the customers? How to write an email to establish
03 business relations?
04 Language practice
products.
Focus on your unique selling points (USP) to impress Tip 7 your clients.
Activity 1 How to find the customers?
( ) a. I won’t bother to contact those customers who do not
Tip 5 Remember the KISS principle—keep it short and simple.
Activity 1 How to find the customers?
(√) a. I keep good records of all the potential customers to
Keep good records of all the potential clients whom Tip 6 you have contacted. Form a habit of making record of
your work, which increases your work efficiency.
Activity 1 How to find the customers?
Suppose you work for Dongguan Sun Industrial Co., Ltd. which mainly manufactures waterproof materials. You are required to find some new customers in the United States. What do you plan to do in order to find the contact information of potential customers? Tell your partner your ideas and agree on a list of possible ways of finding customers.
01 How to find the customers?
02 How to impress the customers? How to write an email to establish
03 business relations?
04 Language practice
products.
Focus on your unique selling points (USP) to impress Tip 7 your clients.
Activity 1 How to find the customers?
( ) a. I won’t bother to contact those customers who do not
Tip 5 Remember the KISS principle—keep it short and simple.
Activity 1 How to find the customers?
(√) a. I keep good records of all the potential customers to
Keep good records of all the potential clients whom Tip 6 you have contacted. Form a habit of making record of
your work, which increases your work efficiency.
Activity 1 How to find the customers?
Suppose you work for Dongguan Sun Industrial Co., Ltd. which mainly manufactures waterproof materials. You are required to find some new customers in the United States. What do you plan to do in order to find the contact information of potential customers? Tell your partner your ideas and agree on a list of possible ways of finding customers.
外贸函电unit one
Business English Correspondence •Establishing Trade RelationsDear Manager:You were recommended to our company by the Bank of China, New Y ork Branch, which told us that you export Chinese textiles and cotton piece goods.Our company imports general merchandise. We have been in business since 1935, and therefore have wide experience in all the lines we handle.Our bankers are Chase Manhattan Bank and the Hong Kong & Shanghai Banking Corporation of Hong Kong. They can provide you information about our business and finances.Please inform us of your trade terms and forward samples and product brochures. We look forward to a productive trade.Sincerely,Michael S. BarnwellManagerMSB/sh•bankers n.开户银行We now have pleasure in confirming that your bankers, The Westminster Bank Ltd., have accepted our Draft for US $6,000, payable within thirty days of sight. 我方高兴地确认，贵方开户行—西敏寺银行已对我方30天期限的6000美元的汇票予以承兑。
外贸函电unit 1 form and structure of a business letter
一、Principles of Good Communication
Generally, Business writing has only two goals: 1.To make people understand you. 2.To get them to take some action.
4.Attention: Import Dept.
经办人（部门） 具体收信人
事由
6.Aquatic Products
7. We thank you for your enquiry of 5 November.
In compliance with your request, we are sending
信文 you herewith a copy of our illustrated catalogue and
a quotation sheet for your reference.
All prices are subject to our confirmation for our aquatic products have been selling well this season. Therefore, we would suggest that you advise us by a fax in case of interest.
KISS stands for: Keep It Short and Simple
KISS means instead of long or complex words, use short ones.
➢Structuring communications
4 POINT PLAN 1 2
Introduction (Background and Basics)
外贸函电 Unit 1
日期可有下列几种写法： ① October 20, 2004 ② 10 May, 2004 ③ 3rd June, 2004 ④ Sept. 16th, 2004 其中，①最为通用。
• 3、信函编号（Reference number） 给信函编号是为了便于往来书信的存档和查阅，一般采用 Your Ref.(你方编号)或Our Ref.(我方编号)。信函编号通常 放在日期的上方或与日期平齐靠左的位置。 • 4.信内地址（Inside Address, Introductory Address） 信内地址收信人的姓名和地址，写在信纸的左上角低于日期 的地方，从信纸的左边顶格开始写。 信内地址包括收信人的姓名、头衔、单位名称、营业地址、 城市、邮政编码和国家名称。其次序是，先写收信人姓名、头 衔和单位名称，占一二行，然后写地址，可占二至四行 • 例如：
***街
***区 ***镇
*** Street
*** District *** Town
• ***市
*** City
***省
*** Prov.
• *院 ***Yard
***大学 ***College
•
**表示序数词，比如1st、2nd、3rd、4th……如果不会，就 用No.***代替，或者直接填数字
•
• • • • • •
南京路: Nanjing Road
长安公司: Chang An Company 宝山区: Baoshan District 赵家酒店: Zhaojia Hotel 钱家花园: Qianjia garden 孙家县: Sunjia County 李家镇: Lijia Town
• 广州市: Guangzhou city
6、Consideration 体谅 写信时要处处从对方的角度去考虑有什么需求，而不是 从自身出发，语气上更尊重对方
外贸函电__Unit_1_layout_of_Business_Letter
16
（十） Enclosure(附件说明 )
If any documents, catalogues, price list, etc. are sent with a letter, it is necessary to add “enclosure” or its abbreviation “Enc”. eg: Enc: 2 Invoices Encls: 1 B/L 1 Photo 1 Certificate
12
（七） Body of the Letter
1、Position of body of the letter The body of the letter should begin two lines below the subject line, if there is one, at least two lines below the salutation if there is no subject line. 2、Contents of body of the letter P17 1）the opening sentence ---the first paragraph 2）the actual message of the letter---paragraph two, three… 3）the closing sentence---the last paragraph
324 Park Avenue New York Tel:225-7820 Telex: 222711
The Eastern seaboard Corporation
324 Park Avenue New York Tel:225-7820 Telex: 222711
5
（十） Enclosure(附件说明 )
If any documents, catalogues, price list, etc. are sent with a letter, it is necessary to add “enclosure” or its abbreviation “Enc”. eg: Enc: 2 Invoices Encls: 1 B/L 1 Photo 1 Certificate
12
（七） Body of the Letter
1、Position of body of the letter The body of the letter should begin two lines below the subject line, if there is one, at least two lines below the salutation if there is no subject line. 2、Contents of body of the letter P17 1）the opening sentence ---the first paragraph 2）the actual message of the letter---paragraph two, three… 3）the closing sentence---the last paragraph
324 Park Avenue New York Tel:225-7820 Telex: 222711
The Eastern seaboard Corporation
324 Park Avenue New York Tel:225-7820 Telex: 222711
5
外贸函电 unit 1
我方肯定，贵方不可能会感到不满意。
positive: We feel sure that you will be entirely satisfied.
我方确信，贵方将会感到满意。
negative: We regret our inability to serve you at this time.
Stamp
Overseas Trading Co. 52 Hooigracht Street Amsterdam, the Netherlands
• Try to use familiar and straightforward words. • Avoid use unclear or ambiguous words or
sentences.
e.g.: As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.
2. perform the work with great effect
___________________________________
3. some time in the near future
___________________________________
4. in a decisive way
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• ST858L-Band Stereo Radio Cassette Recorder is of full functions. ST858L波段收录机具有所有功能。
ST858L-Band Stereo Radio Cassette Recorder can delivers superb FM/ MW/ LW/ SW1/ SW2/ FM Stereo band reception. Fullauto-stop and automatic quick program search (AQPS system). ST858L波段收录机具有高质量的FM/ MW/ LW/ SW1/ SW2/ FM立体声接收功能，并能自动停机 和自动快速搜索节目。
positive: We feel sure that you will be entirely satisfied.
我方确信，贵方将会感到满意。
negative: We regret our inability to serve you at this time.
Stamp
Overseas Trading Co. 52 Hooigracht Street Amsterdam, the Netherlands
• Try to use familiar and straightforward words. • Avoid use unclear or ambiguous words or
sentences.
e.g.: As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.
2. perform the work with great effect
___________________________________
3. some time in the near future
___________________________________
4. in a decisive way
14
• ST858L-Band Stereo Radio Cassette Recorder is of full functions. ST858L波段收录机具有所有功能。
ST858L-Band Stereo Radio Cassette Recorder can delivers superb FM/ MW/ LW/ SW1/ SW2/ FM Stereo band reception. Fullauto-stop and automatic quick program search (AQPS system). ST858L波段收录机具有高质量的FM/ MW/ LW/ SW1/ SW2/ FM立体声接收功能，并能自动停机 和自动快速搜索节目。
世纪商务英语——外贸函电课件unit(1)
Inquiries from regular customers may be very simple in content, in which only the name and/or specifications of the commodity will be mentioned. Other inquiries may include great details such as the name of the commodity, quality, specifications, quantity, terms of price, terms of payment, time of shipment, packing method, etc. required by the buyer so as to enable the seller to make proper offers.
5
h LOGO
Part One
3. The Main Contents of a Letter for Inquiry
A general inquiry usually includes the following contents: (1) Telling addressees the source of information and making a brief self-
introduction (2) Indicating the intention of writing the letter, i.e. to ask for a catalogue,
(2) Specific Inquiries: If the importers intend to purchase goods of a certain specification, they may ask the exporter to make an offer or a quotation for specific goods. That is a specific inquiry.
5
h LOGO
Part One
3. The Main Contents of a Letter for Inquiry
A general inquiry usually includes the following contents: (1) Telling addressees the source of information and making a brief self-
introduction (2) Indicating the intention of writing the letter, i.e. to ask for a catalogue,
(2) Specific Inquiries: If the importers intend to purchase goods of a certain specification, they may ask the exporter to make an offer or a quotation for specific goods. That is a specific inquiry.
外贸函电1
史密斯公司向我们介绍贵公司是中国台布的未来买主。由于我方经营台布，我们很愿意与你方建立直接贸易关系。
3).to fall (come, lie)within the scope of属……的范围
As the item falls within the scope of our business, we shall be pleased to enter into direct business relations with you.
承蒙柯林斯公司告知贵公司名称和地址，从该公司出我方得知贵公司是台布进口商。
9）.to be transferred (forwarded) to…for attention 转交……处理
Your letter of Sept.8 has been transferred to us for attention from our Head Office in Beijing.
由于该商品属于我们的业务范围，我们将很高兴地与贵方直接建立业务关系。
As the article lies within the scope of business of our branch in Nanjing, we have forwarded your letter to them for attention.
现函告，我方为食品大经销商，在国内拥有大批客户。
We write to introduce ourselves as exporters of fresh water pearls having many years’ experience in this particular line of business.
我方报此货FOB上海价，每箱10美元。
3).to fall (come, lie)within the scope of属……的范围
As the item falls within the scope of our business, we shall be pleased to enter into direct business relations with you.
承蒙柯林斯公司告知贵公司名称和地址，从该公司出我方得知贵公司是台布进口商。
9）.to be transferred (forwarded) to…for attention 转交……处理
Your letter of Sept.8 has been transferred to us for attention from our Head Office in Beijing.
由于该商品属于我们的业务范围，我们将很高兴地与贵方直接建立业务关系。
As the article lies within the scope of business of our branch in Nanjing, we have forwarded your letter to them for attention.
现函告，我方为食品大经销商，在国内拥有大批客户。
We write to introduce ourselves as exporters of fresh water pearls having many years’ experience in this particular line of business.
我方报此货FOB上海价，每箱10美元。
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Modified block style
Letterhead Reference Number Date Inside Name and Address Salutation
Subject Line Body of the Letter
Complimentary Close Signature
Enclosure Notation Carbon Copy Notation Postscript
9.Signature （签名）
10.Enclosures（附件） 11.Carbon Copy（抄送） 12.Postscript （附言）
The Practice of Business Correspondences
§ Format
Business Letter Style •Indented style 缩进式 •full block style 全齐头式 •modified block style 混合式
Complimentary Close Signature
Enclosure Notation Carbon Copy Notation
Postscript
The Practice of Businessl block style
Letterhead Reference Number Date Inside Name and Address
The Practice of Business Correspondences
§ Writing Guide
The functions of a business letter
To ask for or to convey business information To make or to accept an order To deal with matters concerning various businesses
Stamp
urgent
The Practice of Business Correspondences
The Practice of Business Correspondences
Addressing Envelopes The block style
The Practice of Business Correspondences
The indented style
Liu Xiaopin 50 Yuan Ming Yuan Rode Shanghai, 200002 P.R. China
The Practice of Business Correspondences
Essential requirements for a good business letter
•Completeness 完整 •Conereteness 具体 •Clearness/ Clarity 清楚 •Conciseness 简洁 •Courtesy 礼貌 •Consideration 体谅 •Correctness 正确
The Practice of Business Correspondences
Indented style
Letterhead Reference Number
I nside Name and Address Salutation Subject Line Body of the Letter
Date
1.Letterhead（信头） 2.Date（日期） 3. Reference Number (参考号/发文编号) 4.Inside Name and Address （收信人地址） 5.Salutation （称呼）
6.Subject line （主题） 7.Body(正文)
plimentary close （结束敬语）
• signature
Other elements •reference number •subject line •Enclosure •carbon copy notation •postscript
The Practice of Business Correspondences
Position of elements
Salutation Subject Line Body of the Letter
Complimentary Close Signature
Enclosure Notation Carbon Copy Notation Postscript
The Practice of Business Correspondences
The Practice of Business Correspondences
§ Layout and Parts
Essential elements •letterhead • date •inside name and address • salutation •body of a letter •complimentary close
Unit 1 Layout of a Bunisee Letter
The Practice of Business Correspondences
§Learning Aims
•知识目标：了解商务信函的组成部分、基本 格式、写作特点，掌握商务信函的写作技巧。 •技能目标：能够运用正确的格式进行商务信 函的写作。