外贸英语函电写作技巧讲义

UNIT建立商务关系

2

LearningObjectivesEstablishingbusinessrelationswithprospectiveclientsUnderstandingbusinessetiquetteWritinglettersforestablishingbusinessrelationsEstablishingBusinessRelations第一页，共二十二页。◆Warm-upPractice

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Follow-upPracticeCONTENTS1.Introduction:businesschannelsandinformation2.Lettersforestablishingbusinessrelations A.ImporterwritestoExporter B.Selfintroductionbyexporter C.ExporterwritesImporter D.Selfintroductionbymanufacturer E.ManufacturerwritestoImporter F.LetterReferringtoabankreference G.Replytotheabove3.Supplement第二页，共二十二页。ChinglishExamples1.大片*bigmovie; blockbuster早恋*earlylove; puppylove

方便面*convenientnoodles; Instantnoodles

拳头产品*fistproduct; knockoutproduct

新闻自由*freedomofnews; freedomofpress

买一赠一*Buyone,presentone. Buyone,getonefree.2.上海的交通很拥挤。*Shanghai’strafficisverycrowded.

ThetrafficisveryheavyinShanghai.新学期已经过去一个多月了。

*Ournewtermhaspassedonemonthandmore.

Morethanonemonthhaspassedsincethenewtermbegan.第三页，共二十二页。Warming-upPracticeWeneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,that’llhelpusunderstandbetteraboutwhatweareaskedtodo.第四页，共二十二页。

Theestablishmentofbusinessrelationsisoneoftheimportantundertakingsinthefieldofforeigntradeasaforeign-tradefirmneedsextensivebusinessconnectionstomaintainorexpanditsbusinessactivities.Tradersmustnotonlydoeverythingpossibletoconsolidate

theirestablishedrelationswithfirmshavingpreviousbusinessbutalsodevelopandrevitalizetheirtradebysearchingfornewconnectionsfromtimetotime.Tofindourwhomafirmisdealingwith,informationisobtainablethroughdifferentchannels.Afterthat,lettersorcircularsshouldbesenttothepartiesconcernedtoexpresssimply,clearlyandconciselywhattheycansellorwhattheyexpecttobuy.

1.Establishingbusinessrelations

第五页，共二十二页。

2.Discussion

1）Nowasaclass,pairsorgroups,thinkofasmanychannelsasyoucanthatareassociatedwithestablishingbusinessrelations.tradefairBusinessChannel第六页，共二十二页。

EstablishingBusinessRelationsNotransactionscanbeconducteduntilcontactshavebeenmadebetweentwoormorecompanies.Toestablishbusinessrelationswithprospectivedealersisoneofthevitalimportantmeasuresbothforanewlyestablishedfirmandanoldonethatwishestoenlargeitsbusinessscopeandturnover.Businessrelationscanbeestablishedthroughthefollowingchannels:

1)Banks;2)Tradedirectory;3)Chinesecommercialcounsellor’sofficeinforeigncountries;4)Businesshousesofthesametrade;5)Advertisements;6)Tradefairsandexhibitions;7)Chambersofcommerce;8)Introductionfrombusinessconnections;9)TheInternet.

第七页，共二十二页。

2）Ofallthechannels,whichdoyouthinkisthemosteffectiveone?Why?3）Whatwillyoudotomaintaintheestablishedrelations?

4)Whyarepeoplestillwritingletterswhileit’ssoconvenienttosendfaxesandemail?

第八页，共二十二页。WhyfirmsestablishbusinessrelationNocustomer,NobusinessNewcustomer,NewBusiness第九页，共二十二页。WHYSNAILMAILISSTILLNEEDEDLetters—nowfondlyknownas“snailmail’arestillusedforvariousreasons:1.Theyseemparticularlyappropriateforformalintroductionstocompanies,confirmationofcontractsandthankyoumessages,possiblybecausetheycanseemappropriatelyformal,caringorimpressive(ifprintedongoodpaper).2.Theycanbeausefulback-uptoimportante-mailedorfaxedmessages.3.Theycanbeusedtosendbulkymaterial,suchasbrochuresorsamples.4.Theycanbeusedwhenthereareproblemswiththetechnologyrequiredforfaxesande-mail.8.Theycanbesenttoorfromcompanieswhichhavelimitedtechnology.第十页，共二十二页。

1.Importerwritestoexporter1.Wehaveobtainedyouraddressfrom……2.Wearenowwritingyouforestablishing……3.Wearewellconnectedwithall……4.Wefeelsurethatwecanselllargequantityof……5.Atcompetitiveprice,价格，竞争力，优势 Competewith/againstsbinsth在某方面与某人竞争 Competewith/againstsb.forsth为^事情与某人竞争 Competition,competitor.6.Standing资信情况，信誉等Standingcost/orders/directorsCreditstanding/financialstanding/finances第十一页，共二十二页。1.Importerwritestoexporter7.“关于”的表达：asfor……，regarding……，asto……Withregardto……，inregardto……，asregards8.Pleaseletushaveallnecessaryinfo.Regarding……第十二页，共二十二页。2.Selfintroductionbyexporter1.Wewritetointroduceourselvesasoneofthelargestexporters……ofawiderangeof……2.Weenclosedacopyofourlatestcatalogcoveringthedetailsofalltheitemsavailableatpresent,andhopesomeoftheseitemswillbeofinteresttoyou.3.Itwillbegreatpleasuretoreceiveyourinquiries……4.Sendyouourlowestquotations.5.Wewouldbemostgratefulifthislettercouldbeforwardedtothecorrectimportcorporation.6.Wearelookingforwardtoyourfavorableandpromptreply.7.Available:可利用的，可得到的，可提供的 Productsavailable现有可提供的商品 Notavailable缺货，目前没有现货供应的。 Thisistheonlystockavailable.这是唯一可供之货。第十三页，共二十二页。2.Selfintroductionbyexporter8.询价，询盘inquiry（美国）或enquiry（英国）9.Quotationn.报价 Quotationtable/list价目表 Exchangeratequotation外汇行情 Discountquotation贴现行情 Marketquotation市场行情 Quotev.开价，报价 Quoteaprice/afavorableprice10.Dealwith经营，处理， 表示经营某类商品的词还有 handle,dealin,tradein,beinthelineof等11.Forward,forwardsthtosb转交、转发12.Favorable有利的，赞成的，对有帮助的

befavorabletosth/sb表示赞同某事,对某事或某人有利

befavorableforsth表示对某种行为有利 Favorablereply（敬候）佳音，好消息 Favorableprice优惠价格第十四页，共二十二页。3.Exporterwritestoimporter◆exporter’sself-introduction1.Wehavedonebusinessformanyyears2.Specializedinsth专门从事，经营3.Enjoygreatpopularity.享有盛誉，此外还有

bemostpopularwiththecustomers commandagoodmarket sellfast/enjoyfastsales beuniversallyacknowledged beunanimouslyacclaimedbythecustomers.4.Ihopethatyoucancontactusifanyitemisinterestingtoyou5.畅销品

readyseller,quickseller,quick-sellingproducts

第十五页，共二十二页。3.Exporterwritestoimporter◆exporter’sdesireofestablishingbusinessrelation6.Throughthecourtesyof……wecometoknowyournameandaddress,承蒙……我们得知贵公司……

类似表达：weoweyournameandaddressto7.Weareinformedthatyouareaprospectivebuyerof……8.Fallwithinthescopeofourbusinessactivities bewithin…… liewithin……9.Acquaintyouwithourcommoditiesnowavailableforexport. acquaintsbwith/ofsth(that)10.Yourfavorablereplywillbehighlyappreciated. wehighlyappreciateyourkindcooperation. weshallappreciateitifyou…… wehopeyouwillappreciateourposition.

itwillbegreatlyappreciatedifyou…… yourpromptreplywillbegreatlyappreciated.第十六页，共二十二页。4.Selfintroductionbymanufacturer1.leading:leadingimporter主要进口商

leadingmarket主要市场

leadingstock主要股份 *indicatingthemostimportantperformerorrole *goingorproceedingorgoinginadvance;showing theway2.Beinthemarketforsth,想要购买sth3.Scrupuloustest严格检验4.Illustratedcatalog.附有插图的目录5.Regertosbforsth.向某人打听某事

referto提及，谈到，谈及，涉及Eg.Forourcreditstanding,pleaserefertothefollowingbank.6.Yourimmediatereplywouldbehighlyappreciated.

第十七页，共二十二页。5.Manufacturerwritestoimporter1.Thechamberofcommerce商会2.Manufacturer制造商，厂商 manufacturedarticle人工商品manufacturedgoods制成品

manufacturedproducts工业产品

Chinesemanufactures=Chinesemakes3.We’llgiveyouourlowestquotationsandtryourbesttocomplywithyourrequirement. complywith依照，符合 in4.Ourcustomersarealwayssatisfiedwithourproductsandtheserviceafterselling.5.Coveringthemainitemssuppliableatpresent.第十八页，共二十二页。6.Letterreferringtoabankreference7.Replytotheabove第十九页，共二十二页。◆WehaveheardfromCCPITthatyouareinthemarketforelectricappliances.◆YourfirmwasrecommendedtousbytheAustralianConsulatehereasalargeexporterofdairyproductsandweareinterestedinhandlingtheseproductsinourmarket.◆WehavebeeninformedbytheBankofChina,BeijingthatyouareoneoftheleadingimportersoftextilesintheUnitedStates.◆WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.◆Weareindebtedtooneofourbusinessfriendsforyournameandaddress.◆Wehavethepleasuretointroduceourselvestoyouwiththehopethatwemayhaveanopportunity