跨境电商B2B商务英语函电 课件项目二：跨境电商B2B客户开发

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

项目二跨境电商B2B客户开发

BasicKnowledgeSummarizing一LearningtheTypicalcases二Imitatingwriting三Professionalskillexercises五任务1:客户开发函TranslationExercises四任务导入任务1:客户开发函

在学习并掌握了跨境电商B2B往来商务信函写作的基本知识后，李华又向指导她业务的业务主管请教了一些公司业务操作方面的知识，于是李华满怀信心地继续投入到工作之中。可是该怎样快速的找到客户？又该如何写出一封有效的客户开发信函呢？

Establishingbusinessrelationsisthefirststepinatransactioninforeigntrade.Ifanewfirm,orratheracertaincorporationofours,wishestoopenupamarkettosellsomethingorbuysomethingfromthefirmsinforeigncountries,thepersonsinchargemustfirstofallfindoutwhomtheyaregoingtodealwith.Weshouldnotonlydoeverythingpossibletoconsolidateoldcustomersbutalsoseeknewonestoenlargeourbusiness.一、BasicKnowledgeSummarizing

Writingletterstonewcustomersfortheestablishmentofrelationsisapracticeinbusinesscommunications.Toestablishbusinessrelationswithprospectivedealersisoneofthevitallyimportantmeasureseitherforanewlyestablishedfirmsoranoldonethathopestoenlargeitsbusinessscopeandturnover.Thereareseveralchannelsthroughwhichimportersandexporterscangettoknoweachother.一、BasicKnowledgeSummarizing

1.WaysforObtainingInformationaboutanewcompany

2.TypicalSentences一、BasicKnowledgeSummarizing1.Waysforobtaininginformationaboutanewcompany1)Banks2)ChamberofCommercebothathomeandabroad

3）Tradedirectory

4)ChineseCommercialCounselor’sOfficeinforeigncountries1.Waysforobtaininginformationaboutanewcompany5)Advertisementsinnewspaperorperiodicals

6)Theintroductionfromhisbusinessconnections/recommendationbyothers,suchashissubsidiariesorbranches,agentsabroad1.Waysforobtaininginformationaboutanewcompany7)Themarketsurveys8)Visitingabroadbytradedelegationsandgroups

9)Attendanceattheexportcommoditiesfairs

10)Internet1)WeoweyournameandaddresstotheCommercialCounselor’sOfficeoftheCanadianEmbassyinNanjing.

得知贵公司名称和地址，要感谢加拿大驻南京大使馆商务参赞处。2)Wenowavailourselvesofthisopportunitytowritetoyouwithaviewtoenteringintobusinessrelationswithyou.我们借此机会给贵公司去函，希望建立业务关系。2.TypicalSentences3)ThroughthecourtesyofMr.Smith,wearegiventounderstandthatyouareoneoftheleadingimportersofcomputerinyourareaandwishtoenterintobusinessrelationswithus.

承蒙史密斯先生介绍，我们得知贵公是电脑进口商之一，而且希望与我们建立业务关系。4)YourfirmhasbeenrecommendedtousbytheChamberofCommerceinNewYork,U.S.A..美国纽约商会把贵公司推荐给我们。2.TypicalSentences5）Wewishtoexpressourdesiretotradewithyouinsilkproducts.

我们想要表达我们在丝绸产品上同贵方做贸易的愿望。6)Wewishtointroduceourourselvestoyouasastate-ownedenterprisedealinginshoes.兹介绍，本公司是一家专营鞋子的国有公司。2.TypicalSentences7）WespecializedintheexportofChinesetea.我们专门经营中国茶叶。8)Inordertoexpandourexportbusinesstoyourcountry,Wewishtoenterintodirectbusinessrelationswithyou.

为了扩大出口贸易到你们国家，我们希望与贵方建立直接的业务关系。2.TypicalSentences9)Wearelookingforwardtohearingfromyousoon.我们期待早日收到你方的回复。10)Pleasesendusyourcataloguesandpricelist.

请给我们寄来贵公司的商品目录和价格单。11)Ourlinesaremainlyprintingbedcovers.

我们经营的主要商品是印花被套。2.TypicalSentences12)Wewouldliketoenterintobusinessrelationswithyou.

我们愿与贵公司建立业务关系。13)Astheitemsfallwithinthescopeofourbusinessactivities,weshallbepleasedtoenterintobusinessrelationswithyou.由于这些商品正好属于我们的经营范围，我们会很高兴与贵公司建立业务关系。14)Foryourreference,wearesendingyouthesamplesandcatalogues.

我们寄上样品和目录供你方参考。2.TypicalSentences15)Weexpressourwishtosetupbusinessrelationswithyou.我们愿和贵公司建立业务关系。16)Wehavecometoknowyournameandhavethepleasureofwritingthislettertoyouinthehopeofestablishingbusinessrelationswithyou.我方获悉贵公司名称，并荣幸去函，希望与贵公司建立业务关系。17)Wearewillingtoenterintobusinessrelationswithyouonthebasisofequalityandmutualbenefit.

我方愿在平等互利的基础上与你方建立业务关系。。2.TypicalSentences二、LearningtheTypicalcases任务1:客户开发函

在了解商务信函写作的基本知识之后，业务主管打开公司电脑，结合以往业务员曾经写过的相关信函，悉心指导李华学习写作寻找客户的信函及其相关回函，这类信函也是公司拓展业务的主要渠道之一，因此大家要用心领悟。DearSir,Throughthecourtesyof

ourCommercialCounselor’sOfficeoftheChineseEmbassyinCanada,wehaveknownyournameandaddress.Wewishto

informyouthatwespecializein

Chinesecloth,andtheitemyouneedfallswithinthebusinessscopeofourcompany,soweshallbepleasedtoenterintobusinessrelationswithyou.Togiveyouageneralideaof

ourproducts,weencloseacompletesetofleafletsshowingvariousproductsbeinghandledbyourcorporation.Quotationsandsampleswillbesentuponreceiptofyourspecificenquiries.Welookforwardtoyourearlyreplywithmuchinterest.

YoursSincerely,JohnSmithLetter1:

Establishingbusinessrelations

1）throughthecourtesyof承蒙……的告知，经……介绍“由某处得知某人的姓名和地址”的英文表述方式如下：Note1：“由某处得知某人的姓名和地址”的英文表述方式如下：learn/know/obtain/noteone’snameandaddressfromoweone’snameandaddresstothroughthecourtesyofontherecommendationofberecommended/introduced/giventosb.by

throughthecourtesyofourCommercialCounselor’sOfficeoftheChineseEmbassyintheU.S.A.承蒙中国驻美国大使馆商务参赞处的告知

2）inform

v.通知，告知informsb.ofsth.通知某人某事informsb.that通知某人某事Note2：Pleaseinformusofthenameofsteameranddateofshipment.

请告知船名和装运期。

3）specializein:

专门经营Thecorporationisspecializedintheexportbusinessofelectronicproducts.本公司专营电子产品出口业务。Note3：SpecializingintheexportofChinesefoodstuffs,wewishtoexpressourdesiretotradewithyouinthisline.我方专业从事中国食品出口，希望在此行与你方进行贸易。

4）fallwithinthebusinessscopeof:

属于某人经营范围类似表达方式还有：comeundertherangeof/liewithinthescopeofNote4：Note5：5）enterinto:

开始（建立）类似表达方式：establish/build/setupWewishtoenterintobusinessrelationswithyou.6）shipment:

n.装运Wehavereachedanagreementwithhiminregardtotheshipment.我们已经就装运问题同他达成协议。Note6：7）enclose:

v.随函附寄Weenclosedourlatestproductcatalogue.我们随函寄上最新目录。Note7：Note8：8）leaflet:

n.小册子，散页印刷品类似表达方式：pamphlet/brochure/bookletNote9：9）handle:

v.经营（某种或某类商品）类似的表达方式：totradein/todealin/beinline10）quotation:

n.报价Thankyouforyourquotationforthecomputer.感谢你方对电脑的报价。Note10：11）sample:

n.样品Thousandsofpeoplehavewrittenintousforafreesample.现已有数千人给我们来信索要免费样品。Note11：Note12：12）uponreceiptof:

一收到Uponreceiptofyourshippinginstructions,wewillsendthegoods.收到你方的装船说明，我方即发送货物。Note13：13）specificenquiry:

具体询盘Assoonaswereceiveyourspecificenquiry,wewillcableourquotation.一俟接到你方具体询价，我们将电告报价。DearSirs,

ThankyouforyourletterofMay15,

2023.Beingoneofthe

leadingimportersofChineseclothinthiscity,weshallbepleasedtoestablishbusinessrelationswithyou.Inrecentyears,wehavedonebusinesswiththelargestandmostprominentfirmsinyourarea.Asiswellknowntoyou,thepossibilitiesofimportingtheforeignproductsareverygreathere.Weareconfidentthatwewillbeabletogiveyoularge

ordersifthequalityandpricemeetourrequirements.Wehopethatwemayreceiveyourcatalogueaswellasotherprintedmaterialsforourreference.Welookforwardtoyourreply.

Yoursfaithfully,David

Letter2:

ReplytotheLetter11）

leading

adj.占主导地位的，大的Heplayedaleadingpartinthenegotiations.他在谈判中起到了至关重要的作用。Note1：

2）inyourarea:

在你地，在你处

Note2：

3）order:

n.订单;

v.订购；订货

trialorder试订单

substantialorder大宗订单

repeatorder续订单Note3：Placealargeorderwithyou.向你方大量订货。Ifyouallowus15%discount,wewillorder20,000dozen.如果你方给予15%的折扣，我们将订购两万打。

4）meetone’srequirement：满足……的要求（需要）Note4：Note5：5）forone’sinformation/reference：供……参考

来到公司，李华开始从网上寻找客户，经过认真仔细的筛选，发现加拿大一家公司写给她们公司发来的邮件。三、Imitatingwriting依据对方的来函，我们该如何迅速而准确的写一份回函呢？分析：信函应包括以下要点：1）本公司主要从事纺织品、服装等出口。2）打算建立业务关系。3）随函附寄一本目录。三、Imitatingwriting参考回函(onlyforreference):1.Translatingthefollowingphrases.四、TranslationExercisesTranslatingExercises:Part1:Translatingthefollowingphrases..（1）专门经营 ———————————————————————————————（2）供……参考

———————————————————————————————specializeinforone’sinformation/referenceTranslatingExercises:Part1:Translatingthefollowingphrases..（3）建立业务关系 ———————————————————————————————（4）商务参赞处

———————————————————————————————establish/build/setupbusinessrelationswithsb.CommercialCounselor’sOfficeTranslatingExercises:Part1:Translatingthefollowingphrases..（5）样品 ———————————————————————————————（6）一收到就……

———————————————————————————————sampleuponreceiptofTranslatingExercises:Part1:Translatingthefollowingphrases..（7）quotation

———————————————————————————————（8）inyourarea

———————————————————————————————报价在你地，在你处TranslatingExercises:Part1:Translatingthefollowingphrases..（9）enclose

———————————————————————————————（10）specificenquiry———————————————————————————————随函附寄具体询盘

2.TranslatetheFollowingSentencesintoChinese四、TranslationExercisesTranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（1）Wewishtoexpressourdesiretoenterintodirectbusinessrelationswithusinthelineofsilkproducts.

———————————————————————————————（2）Wewritetointroduceourselvesasexportersofsilkhandkerchiefhavingmanyyearsofexperienceinthisparticularlineofbusiness.

———————————————————————————————我们希望与贵公司在丝绸产品方面建立直接的业务关系。现函告，我方为丝绸手绢的出口商，在此行业里已有多年经验。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（3）WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.

———————————————————————————————（4）Wewishtointroduceourselvestoyouasastate-ownedcompanydealinginfoodproducts.

———————————————————————————————本公司获悉您是中国丝制产品的潜在客户，而中国丝制产品正属于我们经营范围之内。特介绍我们公司是一家经营丝制产品的国营进出口公司。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（5）YourcompanyhasbeenrecommendedtousbyMr.Smith.

———————————————————————————————（6）Weshallbeobligedifyouwouldsendussamplesandpricesofyourproducts.

———————————————————————————————承蒙贵国商会的介绍，我公司得知了贵公司的情况。如蒙贵方寄样品和价目表将不胜感激。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（7）Toacquaintyouwiththeproductswehandle,wearesendingyouunderseparatecoverseveralsamplebooks.

———————————————————————————————（8）Ourproductsaresoldinmanycountriesandenjoygoodreputation.

———————————————————————————————为了使您了解本公司经营的产品，我们随函寄去几本产品样本。我们的产品销往许多国家，在世界市场上享有盛誉。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（9）Pleasesubmitfullspecificationsofyourrefrigeratorstogetherwithtermsofpaymentanddiscountrate.

———————————————————————————————（10）Wearelookingforwardtoyourfavorablereply.

———————————————————————————————请提供贵公司电冰箱的各种详细规格，并告知付款条件和折扣率。我们静候佳音。

3.TranslatetheFollowingSentencesintoEnglish四、TranslationExercisesTranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（1）你方7月18日希望同我方建立业务关系的信已经收到，谢谢。

———————————————————————————————（2）承蒙弗里曼公司介绍，得悉你公司是贵国丝制产品最大的进口商

之一。

———————————————————————————————

YourletterofJuly18expressingthehopeofestablishingbusinessconnectionswithushasbeenreceivedwiththanks.

ThroughthecourtesyofMessrs.’Freeman&Co.,welearnthatyouareoneoftheleadingimportersofsilkproductsinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（3）作为英国主要的进口商之一，我们此次写信给贵公司是希望与贵公司建立直接贸易关系。

———————————————————————————————（4）据了解，贵公司是中国丝绸制品有潜力的买家，而该商品正属于我方的经营范围。

———————————————————————————————

BeingoneoftheleadingimportersofsilkproductsinEngland,wearewritingtoyouinthehopeofestablishingdirecttraderelationswithyourfirm.

WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（5）我们利用此机会致函贵方以了解可否与贵方建立贸易关系。

———————————————————————————————（6）我们的产品驰名中外、久享盛誉，相信在贵国有很大的市场潜力。

———————————————————————————————Weavailourselvesofthisopportunitytowritetoyouandseeifwecanestablishbusinessrelationswithyou.

Ourproductshavelongenjoyedagreatfamebothathomeandabroadmarketandweareinthebeliefthattheywillhavegreatpotentialityofthemarketinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（7）如果贵方需要更多有关我方业务状况的信息，我们乐意随时给予答复。

———————————————————————————————（8）请告知你方的具体需要，以便我公司另寄目录及报价单。

———————————————————————————————Incaseyouneedmoreinformationaboutourbusinessstatus,weshallbeonlyto0gladtoansweryourinquiriesatanytime.

Pleaseletusknowyourspecificrequirementsothatwecansendyoubyseparatepostourcatalogueandquotation.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（9）我们盼望早日得到你方的答复并相信通过相互合作，我们不久即可达成这笔交易。

———————————————————————————————（10）承蒙巴黎商会告知贵公司名称和地址，并得知贵公司是桌布进口商。

———————————————————————————————Welookforwardtoyourearlyreplyandtrustthatthroughourmutualcooperationweshallbeabletoconcludethistransactionwithyouinthenearfuture.

WeoweyournameandaddresstotheParisChamberofcommerce,throughwhomwehavelearntyouareimporteroftable-cloth.

3.Writingaletteraccordingtothedescriptionsbelow五、Professionalskillexercises写作情境：上海飞跃进出口公司多年来从事塑料玩具的进口业务。当公司业务员从（Anderson&Co.,Australia）得知澳大利亚悉尼大卫.米勒公司主要从事该产品的出口业务时，上海飞跃希望与该公司建立业务关系，并希望其能提供产品目录和报价。现在要求以上海飞跃进出口公司业务员的身份，给对方去函。参考函文(onlyforreference):

4.Choosethebestanswer五、Professionalskillexercises

（1）Wecometoknowyourname

anadvertisementinChinaDaily.

A.throughB.from

C.toD.in

Key:A4.Choosethebestanswer

（2）

Wewillsendyousomesamplebooks

yourreply.

A.uponthereceiptofB.onreceiptof

C.onreceiptingofD.uponthereceiptingof

Key:B4.Choosethebestanswer

（3）Wewouldbepleasedtoreceiveyour

catalogue.

A.illustrationB.illustrated

C.illustrateD.illustrates

Key:B4.Choosethebestanswer

(4)Weare

yourspecificenquiry.

A.lookingforwardB.looking

C.lookforwardD.lookingforwardto

Key:D4.Choosethebestanswer

（5)We

acatalogue

yourreference.

A.areenclosed,forB.areenclosing,in

C.enclose,forD.enclosed,with

Key:C4.Choosethebestanswer

(6)Weareindebted

Mr.Smith

yournameandaddress.

A.with,inB.for,to

C.to,forD.by,for

Key:C4.Choosethebestanswer

(7)We

variouskindsofwoodengoods.

A.handleinB.handle

C.handledinD.handlewith

Key:B4.Choosethebestanswer

(8)Weareairmailingyouoursamplebooks

separatecover.

A.byB.with

C.underD.in

Key:C4.Choosethebestanswer

(9)Forany

ournewproducts,please

us.

A.information,of,contactwith

B.information,about,contact

C.information,asto,contactwith

D.information,about,contactwith

Key:B4.Choosethebestanswer

(10)Yourcompanyhasbeen

usbytheBankofChina,Ningbo,asalargeexporterofshoes.

A.recommendation,forB.torecommend,to

C.recommending,byD.recommended,to

Key:D4.Choosethebestanswer

5.FillintheBlanks五、Professionalskillexercises5.FillintheBlanksDearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitemf

,withinthescopeofourbusinessactivities,weshallbep

toe

intodirecttrader

withyouatanearlydate.Togiveyouageneralideaofthev

kindsofproductswehandle,wee

abrochure.S

booksandPricelistswillbes

toyouassoonaswer

yourspecificenquiry.Welookf

toyourfavorablereply.Yoursfaithfully,Task(1)Keytotask(1)DearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitem

,withinthescopeofourbusinessactivities,weshallbe

to

intodirecttrade

withyouatanearlydate.Togiveyouageneralideaofthe

kindsofproductswehandle,we

abrochure.

booksandPricelistswillbe

toyouassoonaswe

yourspecificenquiry.Welook

toyourfavorablereply.

Yoursfaithfully,

falls

pleased

enter

relations

various

enclosed

Sample

sent

receive

forward5.FillintheBlanksDearSirs,Throughthe1oftheChamberof2inyourcountry,wehave3yournameandaddressandlearnthatyouarealargebuyerofChinesegarments.Asweareinthisline,we4ou