1、商务英语函电 第二章 业务关系的建立 Business English Correspondence Chapter Two Establishment of business relations,商务英语教研室,廖素清,Revision,Essential qualities of business English correspondence: Completeness 完整 Correctness 准确 Clarity 清楚 Courtesy 礼貌 Conciseness 简洁,下发工作任务：建立贸易关系 1 寻找客户 2 建立业务关系的函电内容 3 资信调查 4 建立业务关系的函电写作
2、技巧及常用套用语,一 工作任务,(一) 寻找客户关系的渠道,Web Banks Commercial Counselors Office 商务参赞处 Chambers of Commerce in foreign countries 商会 Trade Directory 贸易名录 Advertisements Attendance at trade fairs and exhibitions held at home and abroad 参加国内外的商品交易会和博览会Mutual visits by trade delegations and groups 商务代表团互访,Merchants
3、 may be approached through the following channels:,二 资讯,Establishment of Business Relations,建立业务关系，实际上就是确定贸易的对象，而贸易对象选择合适与否，决定着交易的成败。因此，必须慎重对待。一般情况下，买卖双方通过毛遂自荐或第三者介绍，首先调查清楚贸易伙伴的资信状况、经营能力和业务范围等重要情况，再进行实质性的业务探讨。,名录网站 北美制造企业名录 （www. thomasregister. com）提供北美覆盖7万多个产品的超过17万多家工业产品制造商的企业名录资料，包括基本联系信息和产品信息。这
4、些工业产品制造商每年从中国采购大量的原料和配件。欧洲制造企业名录 （www. tremnet. com）提供欧洲17个国家超过18万家工业产品制造商的企业名录资料美国制造企业名录 （）可查询美国各行业50多万家优秀企业世界黄页 （）提供来自92个国家的128个公司名录的链接，同时还提供98个国家的4926种产品的查询服务世界贸易指南（）提供了全球95万家企业的名录，是全球最大的产品和服务名录之一，可免费检索全球企业和商业机会，也可检索产品的HS海关编码。,国际贸易平台,Alibaba () Globalsources () Europages () Brazailtradenet (www.b
5、raziltradenet.gov.br) Ec21 () USA Export Import Opportunities ( The California Trade Network () Bcircle () ExportPower (),国际搜索引擎,Google () Yahoo () Teoma() MSN () Look Smart () About () Mamma () Vivisimo () Dogpile () Meta Crawler () Meta EUREKA () Search online () Pandia () Query Server () Searchen
6、ginecolossus (),CHANNELS AND WAYS,在找到潜在的交易对象的公司名称和联系方法后，可以通过两种基本途径与其建立关系： 1. 派出代表到目标市场去和交易对象进行面对面的联系；- 成本高，较盲目 2. 通过函电或发送资料建立联系 - 随着现代通信科技的发展，已成为最快捷、最节省的方式,( 二 ) 建立业务关系的函电内容1.称呼2.说明从何处获得对方信息。 3.阐明写函的目的。（建立业务关系） 4.介绍公司基本情况及产品 A. 经营范围：主要介绍经营的产品或提供的服务； B. 经营方式：如一般贸易、转口贸易、来料来件加工装配、进料加工、代理、独家代理等 C. 经营实力：
7、如经营历史、资金资本状况、市场竞争力、其他优势等 D. 当明确对方需求时，宜选择某类特定产品进行具体的推荐； E. 当不明确对方需求时，宜对企业产品整体情况做笼统介绍 （可能的情况下，附上商品目录、报价单或另寄样品供对方参考）5.礼貌地表达期待对方回音、下订单等的心情。 6.结束礼词 7.签名,credit standing 资信状况三 C：conduct/character：品行公司的可靠性、商业信誉capacity：能力经营技能与力量capital： 资本清偿贷款的具体保障，判定对方的购买力，推断最高购买额,(三) 资信状况,Source of information We owe you
8、r name and address to the Commercial Counselors Office of Embassy in ; 承蒙驻的大使馆商务参赞处告知你方的名称和地址;On the recommendation of Mr. XXX, we know that; 由先生推荐，我们得知;Through the courtesy of, we come to know that承蒙告知 We are indebted for your name to, who informed us that;承蒙告知你方姓名，他告诉我们; Your name and address have
9、 been passed on to us by由告知你方名称和地址We take the liberty of writing to you我们写信给你方,(四)建立业务关系的函电写作常用套用语,Intention of establishing business relations,Were writing in the hope of establishing business relations with you; 我们写信希望与你方建立业务关系； We write to you in the hope that we can establish business relations
10、with you;我们写信希望与你方建立业务关系； We hope you can establish business relations with us.我们希望你方能与我方建立业务关系。,Self-introduction,Were a state-owned corporation, handling both import and export of ；我们是国营企业，经营的进出口业务； Were well experienced in the import of , 在的进口方面我们很有经验； Our business line is, 我们经营 ； falls within ou
11、r business scope. 属我方经营范围； We wish to introduce ourselves as one of the leading exporters of我们自我介绍一下，我们是一流的出口商； Being specialized in the import of, we wish to；主要经营的进口，我们想 ；,Detailed requirements,We will appreciate it ，if you could send us samples of 如你方能寄的样品给我们的话，我们将不胜感激； If youre interested in any
12、type of these items, please dont hesitate to tell us如你方对这些产品中任何一种感兴趣的话，请立即告诉我们. Well be glad， if you could give us如你方能提供 ，我们将非常感激； We shall be obliged/ grateful if you could如你方能 ，我们将非常感激。,Expectation,Were looking forward to your early reply 期盼你方早日回信； Were awaiting your favorable news.等待你方好消息（佳音）。 We
13、 trust that you will reply to us.我们相信你们会给我方回信的。 Your early reply will be highly appreciated.如你方能早日回信，我们将非常感激。,请各团队认真分析任务，写出本项任务工作计划和步骤: 建立业务关系的函电写作工作计划 1 建交函去函目的拟定 2 建交函公司、产品内容介绍拟定 3 建交函结尾内容拟定,三 决策计划,根据提示写一英文建交函: 台 布 我们从我驻巴基斯坦使馆商务参赞处得悉贵公司的名称和地址，现借此机会与你方通信，意在建立友好业务关系。 我们是一家国营公司，专门经营台布出口业务。为使你方对我各类台布有
14、大致的了解，我们另航寄最新的目录供参考。如果你方对产品有兴趣，请尽快通知我方。一俟收到你方具体询盘，即寄送报价单和样本。 盼早复。,四 任务实施,TABLECLOTH We have your name and address from the Commercial Office of Chinese Embassy in Pakistan. We take this opportunity to write to you with a view to set up friendly business relations with you. We are a state-owned compa
15、ny dealing specially with the export of tablecloth. In order to give you a general idea of various kinds of the table-cloth we are handling, we are airmailing you under separate cover our latest catalogue for your reference. Please let us know immediately if you are interested in our products. We wi
16、ll send you our price list and sample to you as soon as we receive your specific inquiry. Looking forward to your early reply. Yours faithfully,Dear Mr. Jones: We understand from your information posted on A that you are in the market for textiles. We would like to take this opportunity to introduce
17、 our company and products, with the hope that we may work with Bright Ideas Imports in the future. We are a joint venture specializing in the manufacture and export of textiles. We have enclosed our catalog, which introduces our company in detail and covers the main products we supply at present. Yo
18、u may also visit our online company introduction at Http:/, which includes our latest product line. Should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements. We look forward to receiving your enquires soo
19、n. Sincerely, John Roberts,学生完成以下任务：(学生完成任务后小组交换检查并评价),任务1 用以下地址写一封建交函： Kee & Co., Ltd 34 Regent Street London, UK 提示：我们从蒂科公司（Dee&Co. Ltd）得知贵司商号与地址，特此来函，希望能同贵司发展商务关系。 多年来，本公司经营鞋类进口生意，目前想扩展业务范围。请惠寄商品目录与报价单。 如贵司产品价格合理，本公司必定向你方下定单。 恭候佳音。,任务2 根据提示写一封建交函 敬启者： 日前参观贵公司在成都国际展览中心展出的产品时，由于贵公司产品价廉物美，给我留下了深刻的印象
20、。 作为贸易公司，我方非常愿意为贵公司提供服务。在贸易方面，我们有良好的关系，对此类产品进口业务更具有丰富的经验。 另外，我公司拥有自己的广告公司，善于运用最新的营销手段促销。如果愿给予我方贵公司产品在中国大陆的销售权，我方可以保证，贵公司的营业额可大量增加。 盼复。 敬上,Writing of letters Completeness（30 marks） Correct-ness (30 marks） Clarity (20 marks） Courtesy (10 marks) Conciseness(10 marks),五 检查评估,评价标准,优（90-100）格式规范、内容完整、逻辑合理
21、、表意清晰、用词恰当 良（70-89）完成建交函写作任务，格式正确，内容完整 及格（60-69）基本完成建交函写作任务，格式正确，内容基本完整,评价要点, 表达清楚：信息来源、致函目的、公司和产品介绍 格式规范 措辞委婉、适当 5C标准：Completeness ，Correctness，Clarity，Courtesy，Conciseness,根据公司基本情况开发客户并写建交函:佛山市南海翔正鞋业有限公司 公司地址：广东省佛山市南海区三山港工业区先发路 邮政编码：528251成 立: 1997年7月 员工人数: 2800人 占地面积: 36237平方米 月生产量: 35万/月 主要产品:各类
22、足球鞋、运动鞋、网球鞋、休闲鞋生产制造 公司地址:广东省佛山市南海区平洲中区新填地 翔正鞋厂 公司概况: 翔正鞋业有限公司隶属台湾翔正企业有限公司之大陆生产工厂,台湾总公司设立于1995年8月17日位于南投县草屯镇,资本额新台币2000万元, 2003年10月迁移至台中县大里市爽文路743号，员工总人数达到2800人。,六 实战演练,佛山市南海区长城鞋业有限公司 公司概况:长城鞋业有限公司坐落于广东著名的旅游城市“佛山市南海区平南工业园”，位于广东省中南部，珠江三角洲腹地，东倚广州，西接肇庆，南连珠海，北通清远，毗邻港澳，地理位置十分优越。 长城鞋业有限公司是一家集研发、生产、销售于一体的专业
23、制鞋企业，于1988年9月创建，占地面积26000平方米，现有员工1300人，有制鞋专用设备150余台套，具有世界先进工艺的生产流水线5条，年生产能力120万对。长城鞋业公司正实施ISO9001、ISO14001国际标准体系认证，全面导入国际质量管理体系和环境管理体系，以推动标准化管理进程进入一个新阶段，坚定不移地为消费者提供时尚、优质的西装鞋、休闲鞋、半休闲鞋、靴子、西装凉鞋，产品覆盖了国内三十个省市、自治区，出口业务遍布欧美、中东、港澳台等国家和地区。地址:佛山市南海平洲蔬港大道平南工业区(广珠西线石州入口转盘处)直入三百米,广州市昌成陶瓷ceramic有限公司广州市昌成陶瓷有限公司位于广
24、州番禺区石基镇东盛工业园，是一家集研发，生产、销售于一体发展模式运作。拥有17年产品研发制造经验，产品彰显个性时尚化的特点，成为行业内的佼佼者；经过17年的发展产品形成礼品、影像、精品三大系列，400多个品种，产品有变色杯、音乐杯、数码礼品杯、烟灰缸 自主创立“麦格士”品牌，畅销国内外30多个国家和地区，我公司秉承互利双盈的原则与社会各界人士真诚合作，共创辉煌. 产品种类有杯子、盘子 、茶具 、烟灰缸(袋) 、圣诞用品 、陶瓷工艺品 、塑料瓶 、电热器等。,任务一参考答案,20 May ，2010 Kee & Co., Ltd 34 Regent Street London, UK Dear
25、Sirs:We have obtained your name and address from Dee&Co. Ltd, and we are writing to enquire whether you would be willing to establish business relations with us.We have been importers of shoes for many years. At present, we are interested in extending our range and would appreciate your catalogues a
26、nd quotations. If your prices are competitive we would expect to place volume orders on you.We look forward to your early reply. Yours faithfully,任务二参考答案,Dear Sirs， A few days ago we had the opportunity to see a display of your products at the Chengdu International Trade Centre，and we were most impr
27、essed with their quality and low prices We should like to offer you our services as a trading firm，and would mention that we have excellent connections in the trade and are fully experienced with the import business for this type of product In addition，we operate our own advertising agency，and we ca
28、n use the latest marketing procedures quite efficientlyYou can be sure of increasing your turnover considerably if you would allow us to promote sales of your products throughout China We look forward to hearing from you Yours sincerely，,范文举例一 Dear sirs,Your company has been kindly introduced to us
29、by Mr. Asicott, who has informed us that your are in the market for cotton piece goods. We therefore, avail ourselves of this opportunity to write to you in the hope of entering into business relations with you.We are one of the leading exporters of cotton piece goods in Asia, having over 20 years e
30、xperience in this line.In order to acquaint you with our business lines, we enclose a copy of export list covering the goods you required at present. If you find any of the items interesting, please let us know and we shall be pleased to make you offers.We look forward to receiving your early reply.
31、Yours faithfully,范文举例二 Dear Sirs,On the recommendation of your Chamber of Commerce, we have learned with pleasure the name and address of your firm. We wish to inform you that we specialize in the export of Chinese textiles and shall be glad to enter into business relations with you on the basis of
32、equality and mutual benefit. To give you a general idea of our products, we are sending you under separate cover a catalogue together with a set of pamphlets for your reference. Please let us have your specific enquiry if you are interested in any of the items listed in the catalogue. We shall make an offer promptly.We look forward to your early reply. Faithfully yours,
