《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

1、高级职业英语（写作）,李向奇 Mobile:Email: Sept 26, 2010,.高级职业英语（写作）高级职业英语课程教学大纲(李向奇).doc,Outline,Part I Fundamentals of business writing Part II Criteria for effective business Writing Part III Contents and formations of the book Part IV Problems to be tackled in this course Part V An Overview of Bu

2、siness Writing Part VIStructure and Style of Business Letters Part VIIEstablishing Business Relationships,Part 1. Fundamentals,Theories related to communications Human needs Stroking and Johari Window Marketing Mixes,1.1 Maslows Hierarchy of NeedsChapter 1-MASLOWS HIERARCHY OF NEEDS.doc,Human needs,

3、Lower level needs physiological Safety Social Higher level needs Esteem Self-actualization,1.2 Stroking and Johari window,Stroking Transactional （相互作用的）term for identifying the way others give recognition to a person Positive stroke, E.g. receiving congratulatory phone calls or letters Negative stro

4、ke, E.g. receiving hurtful comments,1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari WindowChapter 1-Johari Window.doc,Chapter 1,1.2 The Johari Window,1. Free or open area -what we know about ourselves and others about us. 2. Blind area - others know about us , but we d

5、ont know about ourselves 3. Hidden area - Things we know about ourselves ,other dont know 4. Unknown area - things we dont know and others dont know about us,The Johari Window,The purpose of communication is to expand the open area , decrease the blind and hidden area , therefore leading to higher l

6、evel of interpersonal sharing. Trust is something that must be earned. Trust and openness lead to better communication between two people. In business, we aim at both taskoriented communication and emotional communication.,1.3. Marketing Mixes: 4Ps and 4Cs,Product - design or production Price and Pl

7、ace - distribution Promotion - marketing communication The 4ps determine how a good or service is made and provided, how much it costs, where it is distributed and how it is presented in all company communication,4Cs,Customer- focuses on customers wants and needs versus product Cost- what it costs a

8、 customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost) Convenience- focuses on how easy it is for customers to acquire the product, rather than how easy it is for the company to distribute it ( e.g. Coca Cola convinces restaurants to offer its products

9、, as well as making them widely available in every type of stores) Communication-Traditionally, promotion has meant sending brand message and offers to customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to listen

10、ing and learning.,Part II. Organization of the book,2.1. Contents Principles of business writing ( 1-2) Letters concerning transactions (3-7) General letters ( 8-9) Office communications ( 10-11) Employment ( 12-14) Proposal and report ( 15-16) Business documents and questionnaires( 17-18) .高级职业英语（写

11、作）高级职业英语课程教学大纲(李向奇).doc,2.2. Purpose,To inform: Chapters 3, 4, 5, 6, 10, 11, 16 To persuade: Chapters 7, 12, 13, 14, 15, 16 To Entertain: Chapter 8,2.3. Organization of each unit,Writing principle Standard letters (questions) Samples for analysis Language for writing - notes - useful sentence patter

12、ns Exercises,Part III. Criteria for Effective Business Writing,3.1. Courtesy - treating people with respect and concern, employing - You-view points - Conversational language - Words of positive effect - Do more than expected,3.2. Correctness - grammar, punctuation, spelling, using accurate informat

13、ion show respect to the receiver of the messages 3.3. Conciseness write in the fewest possible words without sacrificing completeness and you-view point time is money to the customers -,Part III. Criteria for Effective Business Writing,Part III. Criteria for Effective Business Writing,3.4. Clarity -

14、 tell the readers exactly what they want and need - show concern for the readers - Short sentence, familiar words 3.5. Concreteness - be vivid, specific, - use action verbs,Part III. Criteria for Effective Business Writing,3.6. Completeness Include all the necessary information and data in the messa

15、ge Following the 6-C standard, you can: (1) accomplish your task get thing done, and (2) maintain goodwill with customers.,Part IV. Problems to be tackled,Teaching materials -No text book is perfect in itself or for a particular teaching learning context -Need to adapt and supplement in some way for

16、 particular students and specific topics and contexts -Authentic materials -Case studies -Classroom presentations,Part IV. Problems to be tackled,Particular nature of business writing Is a branch of English for Special purpose Is more than specialized vocabulary involves with theories of applied lin

17、guistics, socio-linguistics, pragmatics, HR management, psychology, cross-cultural communications and even field experience,Part IV. Problems to be tackled,Teaching method Task-based teaching and learning Business-oriented writing Substituting Supplementing Adapting course book material according to

18、 students interests or needs Classroom presentation Pair writing or group writing planning drafting revision comment making,In this chapter you will learn how to,use many kinds of layout follow format conventions identify the organizational elements of a business letter recognize and use the form co

19、ndition of business letters write effectively each part of business letters and envelopes,Part V 商务书信格式,标准的商务书信包括三个部分 信头 letterhead 信文 letter body 信尾 close,Letter Heading （信头）,写信人地址Addressers Address （含行号、Logo等） 日期 Date 封内(收信人)地址Addressees(Receivers ) Address 称呼Salutation 标题/事由Subject/Re/About,在信和传真

20、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、发信日期、收信人地址和姓名、称呼以及事由。传真的信头包括收信人地址（连同收信人传真号码）、发信日期、页数、称呼和事由。,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。 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

21、过目不忘。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。,发信日期：有两种模式-“24 Sept., 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。,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。 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.

22、 收信人名称、职位 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. Richard Young，Director姓名 Cresswell Inc. 头衔、公司名称 400 Fortune Street 街道号码及名称 Phoenix Arizona 82044城市名、州名、邮编 U.S.A国家名 Professor Fan Hong Foreign Languages Department Sun Yat-sen University Guangdong, 510275 Peoples Republic of

23、China,Par Avion,Stamp,Receivers address 收信人(addressees)地址,Mr. Richard Young姓名 Director 头衔 Cresswell Inc.公司名称 400 Fortune Street 街道号码及名称 Phoenix, Arizona 82044城市名、州名、邮编 U.S.A.国家名,称呼：通常有以下称呼方式 Dear Mr./Mrs./Miss/Ms. Wang Dear Sir 或 Dear Madam Dear Sir or Madam Dear Sirs 称呼从左边空白处写起，在收信人地址下面空两行。,事由（Subj

24、ect/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。,信文(Body of Letter) 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Close,结尾敬辞 Complimentary close 信末签名 Signature (of the addresser) 打印名字和头衔Printed name and title (of the addresser),信尾Close,口述者/打字员姓名缩写 Initial

25、s of dictator and typist) 附件 Enclosure 抄送 Carbon copy (cc: Chan Wai Ming) 附笔/ 附言 Postscript (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，给广告宣传增加一点较亲切的感觉) Note: 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,全齐头式(Full-blocked) 齐头式 (Blocked) 半齐头式 (Semi-blocked) 方齐头式 (Square-blocked) 简化式 (Simplified),38,Establishing Business Rel

26、ations 建立业务关系 Establishing business relations is the first step in a transaction in international trade. Writing letters to new customers to establish relations is a common practice in business communications. General information about a company, including the name and address, can be obtained throu

27、gh the following channels: 1. Banks 2. Chambers of commerce 3. Advertisement in the media 4. Commercial counselors office in foreign countries 5. Exhibitions and trade fairs When you write your first letter, you should tell your reader how you obtained his or her name and address, express your desir

28、e to do business and explain what you hope to buy or to sell.,39,A. We have your name and address from the Commercial Counselors Office of your embassy in Beijing and are now writing to you for the establishment of business relations. 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. We have obtained / co

29、me to know / heard / learned your name and address from our embassy in your country. 2. We owe your name and address / fax number / postcode / business scope / products / E-mail address to China Council for the Promotion of International Trade in Beijing. B. We have learned by courtesy of Mr.Greenho

30、w that you are one of the leading importers of Chinese chemicals and pharmaceuticals in your country. 承蒙格林豪先生介绍，我们得知你们是贵国中国化工产品和药品的主要进口商之一。 例：We understood from World Bank / through the courtesy of CCPIT / on the recommendation of AerChem, Inc. / after contacting your trade delegation that you are o

31、ne of the leading importers of Chinese Chemicals and Pharmaceuticals in your country.,Useful Expressions,40,C. Your firm has been recommended to us by Bank of China in Beijing . 在北京的中国银行已把贵公司介绍给我们了。 例： Your name has been introduced /suggested / brought forward / given to us by Citibank, Shenzhen off

32、ice. D. We have the pleasure of introducing ourselves to you as a state-operated corporation dealing exclusively in light industrial goods. 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 pleasure in introducing take the liberty of introducing We avail ourselves of this opportunity t

33、o introduce are venturing to write to introduce wish to introduce ourselves to you as a state-operated corporation dealing in light industrial goods.,41,E. We are the chief cigarette packing materials exporter in Austria and are thankful to the Chinese Embassy in Vienna for giving your name. 我们是奥地利主

34、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：We are thankful / grateful / obliged / indebted to the Chinese Embassy in Vienna for giving us your name and address. F. Specializing in the export of Chinese arts -your intention, i.e. Why you are writing to him; -a brief introduction of your firm, e.g. your b

35、usiness scope、 your branches, and also your liaison offices, if any; references as to your firms financial standing and credit rating, etc. 2. If you are in the market for the goods the addressee can export, you may also request for samples, price-list, catalogues, etc. Meanwhile you may state simpl

36、e, clearly and concisely what you can sell.,Writing Guidelines,50,商务信函构成要素 标准部分： Letterhead 信头: 包括发信人公司的名称、地址、传真或电传号码。 Date Line 发信日期 Inside Address 封内收信人地址 Salutation 对收信人的尊称 Body 正文 Complimentary 结尾敬语 Signature 签名 二. 特别部分： Attention Line 指定收信人 Subject and Reference Lines 事由 Organization Name 公司名称

37、Author, Title and Department 撰稿者印刷体姓名 Reference Initials 主办人代号（便于考查信函的主稿人和打字人） Enclosure Notation 附件注明 Copy Notation 复本注明（CC to Mr.Li 或 CC The Uni Trading Co.,Ltd.),51,Make corrections in the format of the following letter Rocky Mountain High Country Realty Mile High Building One Denver Plaza Denver

38、, Colorado 80200 Pueblo, CO 81002 2009 West Prospect Street Ms. Kim Jameston, Attorney Dear Ms. Jameston: We appreciate your April 23 letter concerning the failure of one of our sales Representatives to inform your client of the possible zoning of the Blake property. Please accept my sincere apology

39、 for not having corresponded with you sooner. The sales. ROCKY MOUNTAIN HIGH COUNTRY REALTY Cordially, Residential Property Sales Manager, Joe Crossman,Ms. Kim Jameston, Attorney 2009 West Prospect Street Pueblo, CO 81002,Cordially, ROCKY MOUNTAIN HIGH COUNTRY REALTY Joe Crossman Sales Manager Residential Property,52,Letterhead Systems A/S Corporation Tel:+45 83894232 Fax:+45 83894234 Web Site: E-mail: Dateline March 23, 2004 Inside Address Mr. Jame 收信人姓名 Director of Perso