外贸函电课件第一部分

1、Inquiries and Offers询盘与报盘 Unit Four 1General introduction询盘：(inquiries)An invitation to offer邀请卖方发盘 An invitation to bid 邀请买方递盘(general, specific一般与具体)报盘 (offers)Send a quotation sheet发出报价单Make an offer报盘(price, quantity, specification, packing, date of delivery, terms of payment)（firm & non-firm 实盘

2、与虚盘）bid: 买盘，递盘，投标，叫价2brand & label, patent3国贸中的三种支付方式信用证(Letter of Credit，LC) ，是指开证银行应申请人的要求并按其指示向第三方开立的载有一定金额的，在一定的期限内凭符合规定的单据付款的书面保证文件。信用证是国际贸易中最主要、最常用的支付方式。托收（Collecting） 是出口人在货物装运后，开具以进口方为付款人的汇票（随附或不随付货运单据），委托出口地银行通过它在进口地的分行或代理行代出口人收取货款一种结算方式。属于商业信用，采用的是逆汇法。 1.委托人(Principal) 2.托收银行(Remitting Ban

3、k) 3.代收银行(Collecting Bank) 4.提示行(Presenting Bank) 5.付款人(Drawee) 6.需要时代理（Principals representative in case of need) 4汇付（remittance)，又称汇款，是付款人通过银行，使用各种结算工具将货款汇交收款人的一种结算方式。属于商业信用，采用顺汇法。 汇付的当事人有四个： 1.汇款人（Remitter）即付款人，在国际贸易结算中通常是进口人、买卖合同的买方或其他经贸往来中的债务人； 2.收款人（Payee）通常是出口人、买卖合同中的卖方或其他经贸往来中的债权人； 3.汇出行（Rem

4、itting Bank）是接受汇款人的委托或申请，会出款项的银行，通常是进口人所在地的银行； 4.汇入行(Receiving Bank)，又称解付行（Paying Bank）是接受汇出行的委托解付款项的银行，汇入行通常是汇出行在收款人所在地的代理行。 5（一）商务书信写作的基础知识1. 掌握商务书信的书写格式（齐头式、 、缩进式、改良式或混合式）和构成（信头、编号和日期、封内地址、注意事项、称呼、事由、信文、结尾敬语、签署、附件、抄送、附言）。 2. 了解商务书信的写作原则（礼貌、周到（体谅）、清楚、简洁、具体、正确、完整）。6（二） 建立贸易关系 1. 了解建立贸易关系的常用书信。 （进口商

5、给出口商的信、出口商的自我介绍、出口商给进口商的信、生产厂家的自我介绍、厂家给进口商的信等）。 2. 理解信中应包括的内容。3. 掌握有关建立业务关系的常用语句，能书写一般性的建立业务关系的信件。7（三）询盘及报盘答复 1. 了解询盘的种类 （一般询盘和具体询盘）。2. 理解一般询盘和具体询盘的内容与区别。 3. 掌握常用有关询盘及报盘的语句、 询盘及报盘的信函书写要求和方法。 能写出简短、清楚、切题的询盘和报盘信函。8（四）报价、推销、发盘及还盘 1. 了解报价（报价及回复、寄送报价、买方要求报价及卖方回复）、推销信函（一般性推销、试图凭样推销）的种类。 2. 掌握报价、推销信函、发盘、还盘

6、信函的书写形式和要求，掌握发盘及还盘的常用语句 ，正确书写其信函。9（五） 定单、合同、支付 1. 了解定单（定单、接受定单、拒绝定单）、合同（售货确认书和购物合同）、支付的形式和信用证的种类（不可撤消信用证；保兑的、不可撤消的信用证；备用信用证；循环信用证）。 2. 理解定单、合同中包含的内容和各类信用证中的条款。 3. 掌握定单、合同信函书写形式和要求。掌握有关定单、支付的常用语句，掌握不可撤消信用证和修改信用证的书写要求和方法 10（七）申诉及索赔1. 了解本章所介绍的申诉（对错发货物、迟交货物、质量低劣的申诉）和索赔的范围（对质量低劣、不良包装、短重引起的索赔）。 2. 掌握一般申诉和

7、索赔书信的要求和表达法。11How to learn this course First, you need to have a good command of English. Then, pay attention to the special terms in this course. （常用语：词汇，短语，句型以及习惯表达法） The best way to learn it is to read more and write more. In this way you will have a better understanding of what you have learned

8、and be able to use them. It is a good idea to recite some letters. It will help you a lot when you write business letters yourself. 七个“C 原则和写作的基础理论知识 12Chapter One Business letter writing 外贸函电/商务书信To master Layout and format of Business English letters 布局与格式To have a basic understanding of the princ

9、iples of Business English letters 函电写作原则13Styles of the business letter 商务书信的书写格式Blocked style 齐头式 Indented form 斜排式（缩行式） Modified form 改良式（混排式） 14齐头式(Block style)商业英文书信，一般都要求用打字机或电脑整齐地打印，左边各行开头垂直的，称为垂直式或齐头式，美国常用这种格式； 这种排列的要领在于每个要素都从左边开始排列，每一行都不向右缩入，因而整封信的左边成一垂直线，右边参差不齐。这种形式虽然打字时方便省事，不需考虑左边缩入，但不匀称美观

10、 15缩行式（Indented Form）这种排列的要领在于信头、结束语、签名和发信人姓名都靠右或偏右，而封内地址和称呼则在左边，如果以上任一要素要分行排列时，后行要比前行缩入两个（或三个）英文字母；正文每段开始要缩入五个英文字母，段与段之间要空一行。这种形式讲究匀称美观，是传统的排列范式，目前只有少数英国人喜欢用。16改良式（Modified Form）这种排列集上述两种形式之所长，信头、结束语、签名和发信人姓名排在右边，封内地址和称呼排在左边，但每个要素分行时每行都不向右缩入；正文每段开始缩入五个英文字母，而段与段之间可不空行。这种形式兼顾及方便省事与匀称美观，因此，它是目前极为流行的英文

11、书信范式。172. Layout of the business letter 商务书信的构成信头、日期、封内地址、称呼、信文、结尾敬语、签署编号、经办人栏目、信函标题、附件、抄送标志、附言 181）信头（Heading）指发信人的姓名（单位名称）、地址和日期，一般写在信纸的右上角。一般公函或商业信函的信纸上都印有单位或公司的名称、地址、电话号码等，因此就只需在信头下面的右边写上写信日期就可以了。 192）日期（Date)日期的写法，两种写法：一种为：如1997年7月30日， 英文为：July 30，1997（最为普遍）； July 30th，1997；另一种从小到大排列：30th July，

12、1997 1997不可写成97。 203）信内商行名和地址（Inside Name and Address)在一般的社交信中，信内收信人的地址通常省略，但是在公务信函中不能。将收信人的姓名、地址等写在信头日期下方的左角上，要求与对信头的要求一样，不必再写日期。 英文地址的写法与中文完全不同，地址的名称按从小到大的顺序：第一行写门牌号码和街名；第二行写县、市、省、州、邮编、国名；然后再写日期。标点符号一般在每一行的末尾都不用，但在每一行的之间，该用的还要用，例如在写日期的时候。 214）称呼（Salutation）称呼是写信人对收信人的称呼用语。位置在信内地址下方一、二行的地方，从该行的顶格写起

13、，在称呼后面一般用逗号（英国式），也可以用冒号（美国式）。 写给公务上的信函用Dear Madam，Dear Sir或Gentleman（Gentlemen）。注意：Dear纯属公务上往来的客气形式。Gentlemen总是以复数形式出现，前不加Dear，是Dear Sir的复数形式。 写给收信人的信，也可用头衔、职位、职称、学位等再加姓氏或姓氏和名字。例如：Dear Prof. Tim Scales, Dear Dr.John Smith。22Formal: Dear SirDear MadamDear SirsGentlemenInformal: Dear Mr Green Dear Mrs

14、 GreenDear Miss GreenDear Ms GreenIf you do not know whether a man or a woman will read your letter, you may write Dear Madam or Sir/Dear Sir or Madam: Dear Madam or SirDear Sir or Madam235）正文（Body of the Letter）位置在下面称呼语隔一行，是信的核心部分。因此要求正文层次分明、简单易懂。246）结束语 Complimentary Close在正文下面的一、二行处，从信纸的中间偏右处开始，第

15、一个词开头要大写，句末用逗号。不同的对象，结束语的写法也不同写业务信函一般用Truely yours（Yours truely），Faithfully yours（Yours faithfully）等； 257）签名（Signature）低于结束语一至二行，从信纸中间偏右的地方开始，在结束语的正下方，在签完名字的下面还要有用打字机打出的名字，以便识别。职务、职称可打在名字的下面。 262. Principles of business letter writing函电书写基本原则 1）The first principle is clearness 清楚: Keep constantly in

16、 mind what you want to say in your letter. In order to achieve that you should not convey more than one idea in a sentence. You should not introduce more than one topic in a paragraph. You should not deal with more than one matter in a letter. Plain, simple words are more easily understood. 272）The

17、second principle is conciseness 简要: Try to make your message brief and to the point. Avoid using long words and sentences. Use daily expressions to replace jargons. Express yourself in an orderly and logical way. A good business letter should be natural, human and easy to read. Here are some example

18、s:28Instead of saying: We should be obliged if you could contact Mr Smith at an early date.You say: Please contact Mr Smith soon.Instead of saying: With reference to your Order 319, the goods were dispatched on the 13 of this month.You say: We sent your Order 319 on 13 April.293) The third principle

19、 is correctness 正确: no grammatical mistakes. Appropriate tone, a help to achieve the purpose. (even as a answer to a complaint letter)Factual information, accurate figures and exact terms in particular Not to understate nor overstate. (less confidence or awkward position)30Our shop, in Canada, was d

20、estroyed by fire. 在加拿大我们的商店被烧毁了。 From this sentence, we know that the writer has only one shop. Our shop in Canada was destroyed by fire. 我们在加拿大的商店被烧毁了。 Here we know that the writer has more than one shop. You should also make sure that there are no typing mistakes. Pay special attention to numbers,

21、 such as quantity, price and so on.314)The fourth principle is courtesy礼貌: This is more than politeness. A good business letter should be positive, friendly and sincere. Instead of saying: I am in receipt of your order for 1,000 tons of Black Tea. You say: Thank you for your order for 1,000 tons of

22、Black Tea. 325)The fifth principle is Consideration周到:Consideration is in consistency with “you attitude” or “you approach”.Keep in mind the receiver you are writing to and take his or her problems into consideration in a positive way.Pay attention to the next two points:33 Adopt “you approach” when

23、 you convey a good news. Instead of saying: We shall be able to offer you free customer service for your newly purchased refrigerator for 3 years. You say: You will be pleased to hear that you will soon be able to have a free customer service for your newly purchased refrigerator for 3 yearsAvoid us

24、ing “you approach” when conveying bad news. In this situation, you have to handle it tactfully. Instead of saying: Your letter is not clear at all. I cannot understand it. You say: If I understand your letter correctly. 346）the sixth and seventh principles are concreteness and completenessTo give sp

25、ecific figures and facts and use vivid and exact words! (not short,long or good. Specific time with data, month, year or even hour etc.)To conclude all the information in your business letter. (what are the facts supporting the reasons, whether you have answered all the questions asked or not and wh

26、at the reader is expected to do)35ADVO INDONESIA LTDJl Lambuk 23JakartaIndonesiaTel: (62) 373611/ Fax: (62) 21 37556127 March 2005Mr James BrownSales DirectorElectra plc5 North WayUnited Industrial EstateManchesterMA2 3BAUKDear Mr Brown: Yours sincerely (signature) James Watt Sales Manager 36This is

27、 Full-blocked style.Use single space within the paragraph. Use double spaces between paragraphs. This style is widely used today because it is easy to type and therefore efficient.37ADVO INDONESIA LTDJl Lambuk 23JakartaIndonesiaTel: (62) 373611/ Fax: (62) 21 37556125 April 2005Ms Mary GreenHead Desi

28、gnerElite Fashions Ltd65B Cloth LaneNottinghamNG5 4GSUKDear Ms Green：Yours sincerely (Signature)Patricia Rose Assistant Manager 38This is Block style.This is similar to the Full-blocked layout style but the date is placed on the right. The Subject is centered. The complimentary close and the signatu

29、re start from the middle. 39ADVO INDONESIA LTDJl Lambuk 23JakartaIndonesiaTel: (62) 373611/ Fax: (62) 21 375561April 25, 2005Ms Mary GreenHead DesignerElite Fashions Ltd65B Cloth LaneNottinghamNG5 4GSUKDear Ms GreenYours sincerely(Signature)Patricia Rose Assistant Manager 40This is semi-blocked styleThis is the same as the blocked layout style except that each paragraph is indented five or ten spaces.41How to write envelops: Mr. Johnson Green Public Commerce Information Service Bldg.14, Part 3Fangxingyuan, Fangzhuang, Beijing, Chin