ok2-建立商业关系 2

InternationalBusinessCorrespondenceChapter2EstablishingBusinessRelations1Discussion&IntroductionWhy?Howtofindthecompanyyouwanttodealwith?Howtowritetothecompanyyouwishtocontactforthefirsttime?Howtodowhenyoureceivealetter?Howtostudythischapter?21.Why?Toenlargeone’sbusinessscopeandturnover营业额TomaintainorexpandbusinessactivitiesToestablishbusinessrelationswithprospectivedealersisoneofthevitallyimportantmeasureseitherforanewlyestablishedfirmoranoldone.Nocustomers,nobusiness.Customersarethe“God”and“parents”fortheenterprisestoget“clothesandfood”.32.Howtofindthecompanyyouwanttodealwith?Merchantsmaybeapproachedthroughthefollowingchannels:1.Internet2.Newspapers/magazines/othermedias3.ChamberofCommerceathomeandabroad国内外商会BusinessHousesofthesametrade同业商会4.TradefairChinaImportandExportFair中国进出口商品交易会5.Yourbranchofficesabroad6.Marketinvestigations7.TradeDirectories贸易商名录8.Othercustomers’introductionOldbusinessconnections老关系户43.Howtowritetothecompanyyouwishtocontactforthefirsttime?

1.Beginyouletterbytellingtherecipienthowhisnameisknowntoyou.2.Providenecessaryinformationaboutyourself.3.Stateyourwish.54.Howtodowhenyoureceivealetter?Ifyoureceivealetterinwhichthesenderexpressestheintentiontodobusinesswithyou,whatshouldyoudo?Youshouldanswerassoonaspossible.Thisshowsyourefficiency,whichisagoodwaytoimpressyourpotentialcustomer.Ifyoucan’tdoasrequested,youhavetotellhimtactfullytopavethewayforfuturebusiness.65.Howtostudythischapter?Youshouldpaymuchattentionto:

1.Writingprinciples&tones2.Typicalsentences/sentencestructure

3.Basicbusinessknowledge4.Wordextension5.Worddiscrimination6.Grammarpoints7Contents◆

SpecimenlettersLanguagepointsAnalyzingtheletter◆Writingtactics◆Languagesummary◆Exercises8ⅠSpecimenlettersLetter1Letter2Letter3Letter4Letter5Letter6Letter7Letter8Letter9Letter10精讲精讲9Letter1Languagepoints:A.Welearnfrom…thatyouare…B.sth.fallwithinthescopeofourbusinessactivitiessth.属于我们的经营范围fallwithinone’sbusinessactivitiesTeafallswithinourbusinessactivities.

C.toenterintobusinessrelationswithsb.enterinto/establish/setup/buildup建立D.beknownforsth.以…而闻名E.enjoygreatpopularity享有盛誉enjoyanexcellentreputationinthisfield在这个领域里享有极好的声誉enjoyagoodreputation:haveagoodreputation有好名声10F.meetwith

受到G.onthebasisofequalityandmutualbenefit在平等互利的基础上Weare

willingtoenterintobusinessrelationswithyourfirmonthebasisofequalityandmutualbenefitandexchangingwhatonehasforwhatoneneeds.H.ageneralideaof...大概了解某事为了使贵方大概了解我们的产品现随函附上小册子和剪样册。Togiveyouageneralideaofourproductsweencloseabrochureandasample-cuttingbooklet.I.underseparatecover另邮..J.uponreceiptof…一收到…11Commentsontheletter：Thisisaletterwiththepurposeofestablishingbusinessrelations.Itfirststatedtheinformationchannelandthewritingpurpose.Thenitgavegoodcommentsonitsproductstointerestthereader.Itfurtherindicatedthegoodbusinessprospects.Itlastofferedthelatestcatalogueandexpressedtheexpectationofcooperationandanearlyreply.12Letter2Languagepoints:A.Weunderstandfrom…thatyour…B.Jointventure合资企业C.Shouldyouhaveanyquestions,please….13Letter3Languagepoints:A.Co.Ltd有限责任公司Itisacompanyinwhichtheliabilityofeachshareholderislimitedbythenumberofshareshehastaken,sothathecannotberequestedtocontributebeyondtheamountofhisshares.Thatiswhywesaythisisacompanywithlimitedliability.B.Wegotyouraddressfrom…C.Herewritingyouwithexpectationofestablishingbusinessrelationship.plungestraightintoyourmessage直奔主题14D.Wearemainlyproducing…我公司主产…attach:v.随…附上，封入Thebrochureattachedwillgiveyoudetailsofthevariedservicewecanrender.随函附上小册子一本，向你方详细介绍我们所能提供的多种服务项目。enclosuren.附件WeareinreceiptofyourletterofMay18withenclosure.收到你方五月十八日函及附件。15E.meetone’sneed/demand满足需要/需求meet:fulfill(ademand,etc);satisfy满足（要求等）;符合:meetsb'swishes,conditions,needs,etc满足某人的愿望、条件、需要等meetone’srequirementstomeettheneedofourmarketWearesorryweareunabletomeetyourrequestforimmediateshipment.F.enterourwebpage/viewG.dispatchsb/sth(to...):sendsb/sthofftoadestination派遣（某人）;发送（某事物）dispatchaletter,telegram,message,etc发信.电报.消息等Wewelcomethedispatchofthepeace-keepingforce.我们对派出维持和平部队此举表示欢迎.16H.dealinvt.经营(从事)：inthelineof…

handlev.经营（某种或某类商品）Wedealinhardwarebutnotsoftware.我们只经营硬件而不经营软件.Asyouareinthelineofcottonpiecegoods,wearewritingtoenquirewhetheryouarewillingtoenterintobusinessrelationswithus.

由于贵公司是经营棉布的，现特致此函，以询问是否愿意与我们建立业务联系。inthelineofentertainment从事娱乐行业Teaisinourline.我们是经营茶叶的。Teafallswithinourbusinessactivities.J.Hopeourproductsmeetyourmarket，sothatwecanstartourbusinessrelationshipformutualbenefit.愿我方产品能满足贵方市场，以便为共同利益同贵方展开商业关系。17Commentsontheletter：

Thisisaletterenquiringaboutthepossibilityofestablishingbusinessrelations.Itbeginsbytellingtherecipientwhoprovidedtheinformation,Itstatesthepurposeofthewritingclearly:toestablishbusinessrelations.Thenitdescribesthescopeofbusinessandmainproductsaswell.Itsaysenoughtointeresttherecipient.Itlaststatesthedesireforcooperationandwillingtoofferbestservice.Thelanguageisbriefandtothepoint.18Letter4Languagepoints:A.YourcompanyhaskindlybeenrecommendedtousbyGuangzhouChamberofCommerce.B.Weshallbepleasedtoenterintodirectbusinessrelationswithyou.enterinto进入、从事[同义]establishC.ItownsprofessionalexperiencesinInternationalTradewithabroadrangeofproductsandservices.state-ownedcorporation国营公司/state-run/state-operatedadj.国营的range:scope范围therangeofourproducts我们产品的范围weareinterestedinextendingourrange.D.We’dliketoestablishabusinessrelationbetweenusandtobeasoleagentforyourcompanyinallofChina.E.tobuildupagloriousfutureagloriousdeed,victory,etc

光荣的业绩﹑胜利等dieagloriousdeath,ie

espinbattleforone'scountry死得光荣19Letter5A.WearegladtoknowyournameandaddressontheInternet.Thepurposeofthisletteristoexplorethepossibilitiesofdevelopingtradewithyou.Weareoneofthelargestmanufacturesof……B.Wehaveadvancedequipmentandtechnology.Wehaveintroducedacompletesetof…introduce:bringsthintouseoroperation~sth(in/intosth)C.ensuremakesure;guarantee确保;保证;担保Pleaseensurethatallthelightsareswitchedoffatnight.20D.accomplishsucceedindoing(sth);completesuccessfully;achieve完成（某事物）;做成功;实现:accomplishone'saim,atask达到目的,完成任

E.Theexcellentqualityandservicemakeourproductsenjoyhighreputationin…reputation:名誉，声誉enjoyagoodreputation:haveagoodreputation有好名声haveahighreputation享有很高的声誉haveanevilreputation臭名昭彰Weenjoyanexcellentreputationinthisfieldandwesupplybestqualityproducts.在这个领域里我们享有极好的声誉，可以提供优质的产品。21Letter6A.beinneedofbebadlyinneedofthegoodsB.engageinC.inaccordancewithaccordancen.符合,一致in(exact)accordancewithsth:inagreementorharmonywithsth

按照或依据某事物*inaccordancewithsb'swishes按照某人的愿望*actinaccordancewithcustom,theregulations,thelaw

依照惯例、规章、法律.*Iaminaccordancewithhiminthismatter.在这件事情上我同他是一致的。D.Yourpromptreplywouldbehighlyappreciated.课内实训22Letter7A.Weareverymuchwillingtoestablishastablebusinessrelationwithyou,andbealong-termbusinessfriendofyouinfuture!B.toquoteourbestpriceQuotev.报价如：quotesb.apriceforsth.PleasequoteusyourbestCIFprices.请向我们报最优的CIF价。Wouldyoupleasequoteusyourlowestpricefortheknittedwear?请向我方报针织品最低价。ForMen’sShirts,wequoteUS$80perdozenCIF目的港.对男式衬衫，我们报CIF每打80美元。23Letter8A.Wehaveobtainedyournameandaddressfrom…B.lightindustrialproductsC.beofinteresttosb.D.Alsoenclosed

foryourreference,isourlatestpricelist.过去分词enclosed可作名词使用，前面常加定冠词E.Shouldyoubeinterestedinanyofourproducts,pleaseletusknowandwewillprovideyouwithaquotation.24Letter9A.Wearemanufacturersandexportersofallsortsofleathergloves.B.Wewanttoestablishbusinessrelationswithyouresteemedcompany.esteemedadj.[usuallybeforenoun]formal

：respectedandadmiredesteemn.

尊敬;尊重v.

尊敬,认为,尊重C.submit~sth(tosb/sth)：givesth(tosb/sth)sothatitmaybeconsidered,decidedon,etc呈递,提交25Letter10A.Bycourtesyof…承蒙….的好意或介绍Throughthecourtesyof…throughtheintroduction/recommendationof..B.leadingimporterC.WeareoneofgoodexportersinChinaovertenyears.D.havesth.forsaleE.Wewillofferyoubestpricewithtopquality,andalsogoodservice.F.dropusaline写信给我们26ⅡWritingtacticsParagraphwritingTipsonwritinglettersofestablishingbusinessrelations27各段写法Theopeningparagraph

Theopeningparagraphisoftenonlyasimplesentence.Itisintroductoryinnatureandfrequentlyreferstoapreviousletter,orcourseofdealings.Itshouldalwaysbecourteous,butitshouldalsosetthetoneoftheletter.Thismaybefriendly,orformal,oritmayhintatseriousmatterswhichthebodyoftheletterwillsoonmakeplain.ThebodyoftheletterThisisthe

mainsubjectmatteroftheletter,andisdividedintoanappropriatenumberofparagraphs.TheclosingparagraphTheclosingparagraphisagainusuallyasinglesentencewhichreestablishestheatmosphereofcourtesywhateverhasbeenthenatureofthebodyoftheletter.Itisfrequentlyusedtosignaltheactionwhichthewriterhopeswillfollowfromtheletter.28Tipsonwritinglettersofestablishingbusinessrelations1.信的内容尽量简短，不超过一页纸。Writeshortletternomorethanonepage.2.在第一段就直奔主题。Directtothepointattheveryfirstparagraph.3.对公司高度评价，如有知名客户可列举一二。Saysth.highaboutyourcompany,listsomewell-knowncustomers,ifany.4.明确表达你公司的合作愿望。Expressclearlyyourdesireofcooperation.5.语言礼貌，态度谦逊、诚恳。Inpolitelanguage,withcourteousandsincereattitude.29ⅢLanguageSummary*Whenyoufirstcontactacompany,youneedtotellthecompanyhowyougettheirnameandaddress.Youmaysay:1.Wehaveyounameandaddressfromsomebody.2.Wegot/obtainedyournameandaddressthrough…3.Yournameandaddresshavebeenrecommended/introducedtousby…*Whenyouwanttointroduceyourselfyoumaysay:1.Wewouldliketointroduceourselvestoyouasastate-ownedcorporationdealingin….2.Wewishtointroduceourselvestoyouas…30*ClosingSentencesinSelf-introduction:1.Wewouldbeverypleasedtobeofservicetoyouandhopetosubmittoyouourinquiriessoon.2.Welookforwardtoreceivingyourenquiriessoon.3.Welookforwardtoreceivingfromgoodnews.4.Weshallbeveryhappytohearfromyouandwillcarefullyconsideranyproposalslikelytoleadtobusinessbetweenus.5.Incaseyouareinterestedinotheritems,kindlyletusknowandweshallbeonlytoopleasedtomakeyouoffersdirectly.31*Otherusefulexpressions:1.Weareoneoftheleadingimporters/exportersinBeijing.我们是北京主要进口商/出口商。2.Wehaveexcellentconnectionsinthetradeandarefullyexperiencedwiththeimportbusinessforthistypeofproduct.在这个行业里我们有极好的贸易关系，对这种产品的进口业务有丰富的经验。3.Wearecloselyconnectedwithreliablesuppliers/distributors/clientshereandweshallbeabletodosubstantialbusinesswithyou.我们与可靠的供货商/经销商/客户有密切的联系，我们将能够与你们做大量的生意。4.Weenjoyanexcellentreputationinthisfieldandwesupplybestqualityproducts.在这个领域里我们享有极好的声誉，可以提供优质的产品。5.Wearepleasedtoestablishadirecttraderelations/connectionswithyou.我们将很高兴与你们建立直接业务联系。6.Itisagreatpleasuretoexplorethepossibilityofdevelopingtraderelationswithyou.很荣幸能够与你们探索发展贸易关系的可能性。32SkilldrillingA

敬启者：承蒙我们驻伦敦的商务参赞处的介绍，我们注意到你方有意与我们做生意。我们主要经营纺织品。我们希望通过开展一些实际的业务来建立贸易关系。为了使您对各种可供出口的纺织品有个大致的了解，我们附函邮去一份商品目录和价目表供你参考。若能收到你方的具体询盘我们将非常感谢。盼早复。诚挚问候33SkilldrillingADearsirs,ThroughthecourtesyofourCommercialCounselor'sOfficeinLondon,wenoticethatyouareinterestedindoingbusinesswithus.Ourlinesaremainlytextiles.Wewishtoestablishbusinessrelationsbythecommencementofsomepracticaltransactions,Togiveyouageneralideaofthevariouskindsoftextilesnowavailableforexport,weareenclosingherewithacatalogueandapricelistforyourexamination.Wewouldappreciatereceivingyourspecificenquiries.Welookforwardtoreceivingfromyougoodnews.

Yoursfaithfully,34SkilldrillingB

敬启者：我们从瑞士驻北京的大使馆商务参赞处得知贵公司的名称和地址并被告知你方欲购纺织品。我们借此机会同您联系以期与您建立业务关系。我们是一家国营公司，经营纺织品的进出口。为了让您对我们的业务范围有所了解，我们附函寄去一份目前主要可供出口的货物清单。如果其中有任何产品能引起你们的兴趣，请告知我们。一旦收到你方的具体要求，我们将非常高兴地为您报最低盘。在我们同其他国家进行贸易时，我们一贯坚持平等互利的原则。我们期待通过共同努力，促进双边贸易和关系的发展。我们盼望早日收到你们的询盘。诚挚问候35SkilldrillingBDearsirs,WeoweyournameandaddresstotheCommercialCounselor'sOfficeoftheSwedishEmbassyinBeijingwhohaveinformedusthatyouareinthemarketfortextiles.Weavailourselvesofthisopportunitytoapproachyoufortheestablishmentoftraderelationswithyou.Weareastate-operatedcorporation,handlingboththeimportandexportoftextiles.Inordertoacquaintyouwithourbusinesslines,weencloseacopyofourExportListcoveringthemainitemssuppliableatpresent.Shouldanyoftheitemsbeofinteresttoyou,pleaseletusknow.Weshallbegladtogiveyouourlowestquotationsuponreceiptofyourdetailedrequirements.Inourtradewithmerchantsofvariouscountries,wealwaysadheretotheprincipleofequalityandmutualbenefit.Itisourhopetopromote,byjointefforts,bothtradeandfriendshiptoourmutualadvantage.Welookforwardtoreceivingyourenquiriessoon.Yoursfaithfully,Encl.36Exercises总结有用例句(结合P42ReferenceExpressions)1.表达信息渠道来源的句式2.自我介绍的常用语3.表达欲建立商业关系的句式4.本章重点句式P44ⅡⅢⅣⅤⅥ做书上、Ⅶ做作业本上（自愿）37THEENDTHANKS!38SkilldrillingDYouareaskedtowritealetterorsendanemailtoaforeigncompanyforestablishingbusinessrelations.Theletterortheemailshouldcoveratleastthefollowingpoints:1.

Wherehaveyougottheinformation?2.

Whatisyourbusinessscope?3.

Whatisyourdesire?39Skill

drillingADearSirs,Welearnfromyouthroughcommercialcanceller’sofficeofBritishembassyinChinathatyouarealeadingclothesimporterformanyyears.WewanttointroduceourselvesasanexporterthatwehaveenjoyedareputationinEuropeanmarketbecauseofourclotheswithexcellentquality,attractivedesignandfineworkmanship.Ourrangeofproductsisvaryingfromchildtoelderpeople,especiallyforfashionyoungmen.Weareconvincedthatourmutualeffortswillbaseonequalityandmutualbenefitandhaveagoodstartforustoconcludethebusinessrelationswithyou.Welookforwardtohearingfromyouassoonaspossible.Whatdoyouthinkabouttheletter?Why?40company/corporation41recommendv

推荐；建议

recommendationn.介绍；推荐YourfirmhasbeenrecommendedtousbytheChamberofCommerceinTokyo,Japan.日本东京商会把贵公司推荐给我们。TheyrecommendthatwetrytheEuropeanmarket.Werecommendconcentrationofoffers.我们建议集中报盘。Werecommendthemtomakeoffersconcentrically.我们建议他们集中报盘。他们建议我们试一下欧洲市场。

Practicerecommend42meetwithmeetwith:agreewith,beinaccordwith符合，与…一致;碰见,遇到;经受Youwillbepleasedtoknowthatyourdesiremeetswithours.你们将很高兴得知你们的想法也符合我们的愿望。Yourplanseemstomeetwiththeideasofthecommitteeonthesubject.你的计划似乎符合委员会对这个问题的看法。43Wehavebeenformanyyearsinthechemicalline.handlev.经营（某种或某类商品）

totradeintodealinbeinline

specializein专门经营

类似的表达法还有：

Practice我们是国营公司，专门经营棉布的进出口业务。Weareastate-operatedcompany,handlingexclusivelytheimportandexportofCottonPieceGoods.我们经营各种各样的棉布。Wetradeinallkindsofcottonpiecegoods.Theyaremainlydealinginfertilizers.他们主要经营化肥。我们从事化工产品这一行业已有多年。5）他们专营服装.Theyspecializeingarments.44should引导的条件从句，相当于

if但比

if要客气委婉，常用于商务英语Shouldyourpricebefoundcompetitiveanddeliverydateacceptable,weintendtoplacealargeorderwithyou.倘若你方价格具有竞争性而且交货期可接受的话，我们有意向你方大量订购。Shouldtheamountexceedthatfigure,L/Cwillberequired.倘若金额超过此数字，则要求用信用证支付。

PracticeShould…45你方男式皮鞋的报价太高难以接受。quotation:n.报价

make(send,give,cable,fax)sbaquotationforsth.

向某人就某种商品报价用介词for：PleasemakeusyourlowestquotationforMen’sShirts.请向我方报男式衬衫的最低价。

买方提及卖方报价时用介词of：YourquotationofMen’sLeatherShoesistoohightobe

acceptable.Quotation46encloseenclose:随函附上

1）toenclosesth.:Weareenclosingoursalescontract.2）enclosedissomething:Enclosedisoursalescontract.随函附上我们的销售合同。Weusedtohavetheexpression:Enclosedpleasefindsomething:Enclosedpleasefindoursalescontract.（Suchexpressionisoutofdate.）47PresentationfornexttimeGeneralRequirements:Topic:Hopingtoestablishlong-termtraderelationsPPT:Designed