跨境电商B2B商务英语函电 课件 项目一：跨境电商B2B商务信函基础知识

《跨境电商B2B商务英语函电》B2BCorrespondenceWritingforCross-borderE-commerce

项目一跨境电商B2B商务信函基础知识

BasicKnowledgeSummarizing一LearningtheTypicalcases二Imitatingwriting三Professionalskillexercises四项目一:跨境电商B2B商务信函基础知识

1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter

2.TheStructureofaBusinessLetter

3.Envelope-Addressing一、BasicKnowledgeSummarizing

4.TheLayoutofaBusinessLetter任务导入任务1:商务信函格式李华是一名职场新人，她刚从上海某学院毕业，通过应聘来到宁波某贸易公司工作。该公司主要经营纺织品、服装、鞋帽等的公司，产品主要出口到美国、英国、加拿大、澳大利亚等国家。刚到公司，经理让她首先熟悉一下商务往来信函的格式，学习相关知识，掌握商务信函主要写作原则。

Letter-writingisanimportantwaytoachievethegoaltocommunicatewithourcustomers.AgoodEnglishletterwillleaveourcustomeragoodimpression.Ifabusinessmanisunabletowriteaneffectivebusinessletter,itisverydifficulttorepresenthimselfpositively,whichmaycauseproblemsindoingbusiness.WhatcanbecalledagoodbusinessEnglishletter?AgoodbusinessEnglishlettershouldfollowtheprinciplesasfollows.“7Cs”

principles

in

business

letter-writing.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter

“7Cs”PrinciplesinBusinessLetter-Writing1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.1CourtesyCourtesyisnotmerepoliteness.Itislikeafavorableintroductioncard.Thecourteouswritershouldbesincereandtactful,thoughtfulandappreciative.Youneedtoprepareeverymessagewiththereadersinmindandtrytoputyourselfintotheirplaces.Ifconcisenessconflictswithcourtesy,makealittlesacrificeofconciseness.Promptnessisoneofthemostimportantthingsinbeingcourteous.Punctualitywillpleaseyourcustomerwhodislikeswaitingalongtimeforareply.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.2ConsiderationWhenabusinessletteriswritten,thereisonegeneralprinciple,onwhichthenativeEnglishwriterslaygreatemphasis,thatis,the“you”attitude.“You-attitude”isnotsosimpleasonlytouse“you”insteadof“I”or“we”.Inyourlettersyoushouldalwayskeepinmindthepersonsyouarewritingto,trytoseethingsfromtheirpointsofview,visualizethemintheirsurroundings,seetheirproblemsanddifficultiesandexpressyourideasintermsoftheirexperience.“You-attitude”canhelptoavoidanawkwardsituation,andpromotecooperationbetweenthetradeparties.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.3CompletenessAbusinesslettershouldincludeallthenecessaryinformation.Itisessentialtocheckthemessagecarefullybeforeitissentout.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.4ConcretenessConcretenessmeansmakingthemessagespecific,definiteandvivid.Businesslettersshouldavoidbeingtoogeneral.Ingeneralletters,everythingseemstobementionedbutactuallyfewarefullyexpounded.Youshouldusespecificfactsandfigures,vividandimage-buildingwords.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.5ClarityMakesurethatyourletterissoclearthatitcannotbemisunderstood.Apointthatisambiguousinaletterwillcausetroubletobothsides,andfurtherexchangeoflettersforexplanationwillbecomeinevitable,thustimewillbelost.Youmusttrytoexpressyourselfclearly.Whenyouaresureaboutwhatyouwanttosay,sayitinplain,simplewords.Short,familiar,conversationalandstraight-forwardEnglishiswhatisneededforbusinessletters.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.6ConcisenessThatisusingconcisesentencesandfewestwords,withoutlosingcompletenessandcourtesy,toexplainthemeaningofaletterclearly.(1)Avoidusingwordyexpressions.(2)Avoidunnecessaryrepetition.(3)Usingshortsentences,simplewordsandclearexplanations.(4)Prepositionalorparticiplephrasesinsteadofclauses.e.g.ThankyouforyourletterofDec.21,2023,informingusofyourinterestinourproducts.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.7CorrectnessCorrectnessrefersnotonlytocorrectusageofgrammar,punctuationandspelling,butalsotostandardlanguage,properstatement,andaccuratefiguresaswellasthecorrectunderstandingofcommercialjargons.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter2.TheStructureofaBusinessLetterAbusinessletterbasicallyconsistsofthefollowing14

parts.一、BasicKnowledgeSummarizing2.1Letterhead（信头）

Letterheadincludesthesender’sname,postaladdress,telephonenumber,fax/telegram/telexnumber,andE-mailaddress,etc.Usually,letterheadisprintedintheup-centerorattheleftsideofaletterwritingpaper.2.TheStructureofaBusinessLetter2.2ReferenceNumber（发文编号）

Thereferencenumberisgenerallyusedasausefulindicationforfilingandconsultingforbothsides,soitmustbeeasilyseen.Itmayincludeafilenumber,acontractnumber,anL/Cnumberortheinitialsofthesignerandthetypist’sinitials.Ifyoufindthereferencenumberintheincomingletteryouneedtotaketheformas“yourref.”and“ourref.”inyourreply.Thepositionofthereferencenumberisoftenoneortwolinesbelowtheletterhead.2.TheStructureofaBusinessLetter2.3Date（日期）Everylettershouldbedated.Neversendoutaletterwithoutadate.Ifyouaregivinginformation,suchasshippingordeliveryorappointmentdates,itisvitalthatthedateshouldbecorrect.Thepositionofthedateisoftenoneortwolinesbelowthereferencenumberorletterhead(ifthereisnoreferencenumber).Itcanbeputeitherontheleftortherightmargin,dependingonthestyleyoudecidetouse.2.TheStructureofaBusinessLetter2.3Date（日期）

Remembertotypethedateinfull.Itisunwisetoabbreviatethenameofthemonthorshowthedateinfigureslike8/9/2023or9/8/2023asthismaycausesomeconfusions.ThisisbecausetheBritishandAmericanformsdifferanddonotreadthedayandthemonthinthesameorder.e.g.

September8,2023—Americanform

8thSeptember,2023—Britishform2.TheStructureofaBusinessLetter2.4InsideNameandAddress（封内地址）Generally,theinsidenameandaddressshouldincludesomeorallpartsofthefollowing:thereceiver’snameandtitle,company’sname,streetaddress,city,state/province,postcodeandcountry.Itappearsontheleftmarginandusuallystartstwotofourlinesbelowthelastlineoftheletterhead.2.TheStructureofaBusinessLetter2.5AttentionLine（交由）Attentionlineisusedwhenthewriterofaletteraddressedtoanorganizationwishestodirectthelettertoaparticularindividualorsectionofthefirm.Itisusuallybetweentheinsideaddressandthesalutationorabovetheinsideaddress.2.TheStructureofaBusinessLetter2.6Salutation（称呼）

Thesalutationisthepolitegreetingwithwhichaletterbegins.Itshouldbeplacedtwolinesbelowtheinsideaddress.Therearemanyformsofsalutationinabusinessletter.Theparticularformuseddependsuponthewriter’srelationshipwiththereceiver.Tosomeextent,thesalutationsettlestheformofthecomplimentaryclose.Thecustomarygreetinginabusinessletteris“DearMr./Mrs./Ms./Miss...(姓)”or“Dear...(名)”.“DearSirs”or“Gentlemen”isusedwhentheletterisnotaddressedtoaspecificperson.2.TheStructureofaBusinessLetter2.6Salutation（称呼）Notethat“Gentlemen”isseldomusednowadaysand“Sirs”cannotbeusedalone.Quiteoftennowcompaniesareownedand/ormanagedbywomen,anditismoreandmorecustomarytousethegreeting“DearMadamorSir”,ifthewriterisnotsurewhethertheletterwillbereadbyamanorawoman.Whateveritsformis,thesalutationalwaysappearsonalinebyitselfandisfollowedbyacommaoracolon.2.TheStructureofaBusinessLetter2.7SubjectLine（主题）Subjectlineisactuallythegeneralideaofaletter.Itisinsertedbetweenthesalutationandthebodyofthelettereitherattheleft-handmarginforfully-blockedletterformorcentrallyoverthebodyforotherforms.Subjectlinecanalsobeplacedabovethesalutationinthecaseofnoattentionline.Itcallsthereceiver’sattentiontothetopicoftheletter.Inpractice,Re/Subisusuallyused.Subjectlineshouldbeunderlinedinpractice.2.TheStructureofaBusinessLetter2.8BodyoftheLetter（正文）Thisisthemainpartoftheletter.Itexpressesthewriter’sidea,opinion,purposeandwishes,etc.,soitshouldbecarefullyplanned.Whenwriting,youshouldpayattentiontothefollowing:(1)Writesimply,clearly,courteously,grammatically,andtothepoint.(2)Paragraphcorrectly,confiningeachparagraphtoonetopic.(3)Seethatyourtypingisaccurateandthedisplayartistic.Aimatanattractiveandpleasingappearanceforyourletter.Marginsespeciallyareimportant,sincetheyserveto“frame”yourletter.2.TheStructureofaBusinessLetter2.9ComplimentaryClose（结尾敬语）Complimentarycloseismerelyapolitewayofendingaletter.Itisinkeepingwiththesalutation.Themostcommonlyusedsetsofsalutationandcomplimentarycloseare:DearSir(s),Yoursfaithfully,Gentlemen，Trulyyours,DearMr.Henry,Yourssincerely,orSincerelyyours，2.TheStructureofaBusinessLetter2.9ComplimentaryClose（结尾敬语）Thecomplimentaryclose,whenitisused,mustneverbeseparatedfromthesubstanceofaletterbycarriedtoaseparatesheet.Yoursfaithfullyascomplimentarycloseisnotsuggestedinbusinessletterwritingwhile“BestRegards”and“YoursSincerely”areverypopularnowadays.2.TheStructureofaBusinessLetter2.10Signature（签名）Itiscommontotypethenameofthewriter’sfirmorcompanyimmediatelybelowcomplimentaryclose.Thenthepersonauthorizedshouldsignhisname,byhandandinink,belowit.Sincehand-writtensignaturesareillegible,thenameofsignerisusuallytypedbelowthesignature,andfollowedbyhisjobtitleorposition.Neversignaletterwitharubberstamp.2.TheStructureofaBusinessLetter2.11TheReferenceNotation(经办人代号)Sometimes,thereferencenotation,whichisalsounderstoodasidentificationmark,canalsobeaddedtwolinesbelowthetypedsignature.Thereferencenotationusuallyshowsonlytheinitialsofthetypist,butitcanalsobemadeupoftheinitialsofthepersonwhodictatedtheletterandthoseofthesecretaryortypistifthedirector’snameisnottypedinthesignaturearea.Theinitialsofthedirectorordictatorareusuallyincapitalletters.Thetwosetsareseparatedbyacolonoraslant.e.g.forBillClinton(manager)andNancyBrown(secretary).Thefollowingexamplesareacceptableformsofthereferencenotation:

BC:nbBC/nb2.TheStructureofaBusinessLetter2.12Enclosure（附件）Ifsomethingisenclosed,noteitbelowthesignature.Encl.Catalogue2.TheStructureofaBusinessLetter2.13CarbonCopyNotation（抄送）Whencopiesoftheletteraresenttoothers,typeC.C.belowthesignatureattheleftmargin.C.C.Mr.GCooper2.TheStructureofaBusinessLetter2.14Postscript（附言）Ifthewriterwishestoaddsomethingheforgottomentionorforemphasis,hemayaddhispostscripttwospacesbelowthecarboncopynotation.P.S.isnotsuggestedforitshowsthewriter’spoorplanninginwriting.Thefollowingisanexample,showingtheabove14parts’positioninabusinessletter.2.TheStructureofaBusinessLetterExample（combined-formstyle）1.Letterhead2.ReferenceNumber3.Date4.InsideNameandAddress5.Attentionline6.TheSalutation7.TheSubjectLine8.TheBodyoftheLetter-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

9.TheComplimentaryClose10.TheSignature11.TheReferenceNotation12.Enclosure13.CarbonCopyNotation14.Postscript

3.Envelope-Addressing一、BasicKnowledgeSummarizingBusinessenvelopesordinarilyhavethereturnaddressprintedattheupperleftcorner.Thereceiver’snameandaddressshouldbetypedabouthalfwaydowntheenvelope.Thepostmarkorstampsshouldbeplacedattheupright-handcorner,whilethebottomleft-handcornerisforpostnotationssuchas“Confidential”,“Secret”,“PrintedMatter”,etc.3.Envelope-Addressing3.Envelope-Addressing

AIRMAIL

3.Envelope-AddressingItisimportanttoincludethepostcode(zipcodeintheU.S.A)inordertofacilitatemechanicalmail-sorting.4.TheLayoutofaBusinessLetter一、BasicKnowledgeSummarizing4.1IndentedStyleThemainfeatureinthisstyleisthateachlineoftheletterheadandtheinsidenameandaddressshouldbeindented1-2spaces.Eachparagraphshouldbeindented4-5spaces.It’saconventionalstyle,anditisseldomusedinmodernbusinessletterwriting.4.TheLayoutofaBusinessLetter4.2Combined-formStyle

ThisstyleisalsoknownasSemi-indentedstyle,anditisoneoftheacceptablestyle.4.TheLayoutofaBusinessLetter4.3Full-blockStyleThisisapopularstyleinrecentyears.

4.TheLayoutofaBusinessLetter4.4Modified-blockStyleAllthepartsexceptthedate,subjectline,complimentarycloseandthesignaturestartfromtheleftmargin.Thisstyleappealstomanyreaders.

4.TheLayoutofaBusinessLetter综上所述，商务信函常用的4种格式及其特点如下：1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter（1）IndentedStyle（缩进式）缩进式的英文书信，信头、信内地址的每行文字均比上行向右缩进一两个字母，正文的每段文字的首行也向右缩进四个字母，签名打印时也应该比结束语缩进三四个字母。

4.TheLayoutofaBusinessLetter（2）Combined-formStyle（混合式）混合式的英文书信，信头、主题栏居中，日期、结束语和签名放在右边且每行文字齐头；信内地址各行文字及称谓左边齐头；正文每段起行向右缩进四五个字母。

4.TheLayoutofaBusinessLetter（3）FullBlockStyle（全齐头式）

全齐头式的英文书信，要求将信头、收信人的姓名、信内地址等以及正文（包括每段起行）、结束语和签名均靠左边齐