1.2 外贸英文书信各部分的布局安排(课件）《外贸英文函电第3版》（电子工业出版社）

外贸英文函电 李辉 白丹 主编 第3版 高等教育“十三五”应用型经管规划教材 1 1.2 外贸英文书信各部分的布局安排 China National Light Industrial Products Import & Export Corp. 82 Tian An Men Street Beijing100020, P.R.C Your ref.: 148 GW/XM Our ref.: 153 TBL/GP July24, 2003 Oversea Trading Co. 24 Park Street London E.C.4, England Attention: Marketing Department Dear Sirs, Re: Chinese Cotton Piece Goods We welcome you for your enquiry of July 18 and thank you for your interest in our Cotton Piece Goods. ①信头 ②参考编号 ③日期 ④封内名称和地址 ⑤经办人名称 ⑥称呼 ⑦事由 ⑧正文 2 We are enclosing our illustrated catalogue and pricelist giving the details you ask for. As for the payment terms we usually require confirmed irrevocable L/C payable by draft at sight.We feel confident that you will find the goods are both excellent in quality and very reasonable in price.We are looking forward to your order. Yours faithfully, Signature（handed-written） James Parrinton Sales Manager SDK/SK Encls.: a catalogue and a pricelist CC: Our Branch P.S. We will airmail under separate cover our pamphlet of our firm tomorrow. ⑨结尾敬语 ⑩签名 ⑪主办人代号 ⑫附件 ⑬抄送 ⑭附言 1.2 外贸英文书信各部分的布局安排 3 1.3 外贸英文书信的种类和格式 1.3.1 外贸英文书信的种类 根据进出口贸易的环节，外贸英文书信内容一般包括建交函、询盘函、报盘函、还盘函、订货函、支付函、包装函、装运函、保险函、索赔函与理赔函等等。 4 1.3.2 外贸英文书信的格式 “没有规矩，不成方圆”，外贸英文书信的格式和写作要求比较规范。目前，在实践中最常用的外贸英文书信有三种格式：齐头式（Block Style）、改良齐头式（Modified Block Style）和缩进式（Indented Style）。 1．齐头式 齐头式格式没有缩进。信里的每一行字都从页面左边边线开始打印。齐头式风格简单，彰显效率，使用普遍，见例1-9。 1.3 外贸英文书信的种类和格式 5 GUANGZHOU ELECTRONIC PRODUCTS IMPORT& EXPORT CORPORATION 11 Beijing Road, Guangzhou People’s Republic of China Tel :020-3456182 Fax :020-3456183 Ref. : GEC 9667 June 21, 2020 Ocean Electronic Products Import Corp. 130 Clifford Street London W 1, England Dear Sirs, Re :Chinese Electronic Products We have obtained your name and address from London Chamber of Commerce in China, who has told us that you wish to import electronicproducts manufactured in China. We manufacture electronicappliancesof thiskind illustrated intheenclosed catalogue, which we hope they will be of interest to you. Also enclosed for your reference, is our latest price list. Should you be interested in any of our products, please let us know and we will provide you with a quotation. In the meantime, should you require any further information about either our products or our corporation, please do not hesitate to let us know. We look forward to hearing from you soon, and to the possibility of doing business with you in the future. Yours faithfully, (Signature) Binford H. Peeples Sales Manager 1.3 外贸英文书信的种类和格式 6 2．改良齐头式 改良齐头式与齐头式的区别：改良齐头式的日期、结尾敬语及签名打印在页面中心的稍偏右方，其他部分每行开头都与左边空白边缘对齐，见例1-10。 1.3 外贸英文书信的种类和格式 7 GUANGZHOU ELECTRONIC PRODUCTS IMPORT& EXPORT CORPORATION 11 Beijing Road, Guangzhou People’s Republic of China Tel :020-3456182 Fax :020-3456183 Ref. : GEC 9667 June 21, 2020 Ocean Electronic Products Import Corp. 130 Clifford Street London W 1, England Dear Sirs, Re :Chinese Electronic Products We have obtained your name and address from London Chamber of Commerce in China, who has told us that you wish to import electronicproducts manufactured in China. We manufacture electronicappliancesof thiskind illustrated intheenclosed catalogue, which we hope they will be of interest to you. Also enclosed for your reference, is our latest price list. Should you be interested in any of our products, please let us know and we will provide you with a quotation. In the meantime, should you require any further information about either our products or our corporation, please do not hesitate to let us know. We look forward to hearing from you soon, and to the possibility of doing business with you in the future. Yours faithfully, (Signature) Binford H. Peeples Sales Manager 1.3 外贸英文书信的种类和格式 8 3．缩行式 缩行式封内地址和其他需要分行的地方的后一行都比前一行缩进二格或三格，各行以右斜方式排列。正文的每一段开始都缩进若干格，要注意同一封信中的缩格数应该统一，如要缩二格都缩二格。日期、结尾敬语及签名打印在页面中心的稍偏右方，见例1-11。 1.3 外贸英文书信的种类和格式 9 GUANGZHOU ELECTRONIC PRODUCTS IMPORT& EXPORT CORPORATION 11 Beijing Road, Guangzhou People’s Republic of China Tel :020-3456182 Fax :020-3456183 Ref. : GEC 9667 June 21, 2020 Ocean Electronic Products Import Corp. 130 Clifford Street London W 1, England Dear Sirs, Re :Chinese Electronic Products We have obtained your name and address from London Chamber of Commerce in China, who has told us that you wish to import electronicproducts manufactured in China. We manufacture electronicappliancesof thiskind illustrated intheenclosed catalogue, which we hope they will be of interest to you. Also enclosed for your reference, is our latest price list. Should you be interested in any of our products, please let us know and we will provide you with a quotation. In the meantime, should you require any further information about either our products or our corporation, please do not hesitate to let us know. We look forward to hearing from you soon, and to the possibility of doing business with you in the future. Yours faithfully, (Signature) Binford H. Peeples Sales Manager 1.3 外贸英文书信的种类和格式 10 英文书信的信封书写要正确、清楚和美观，信封上的收件人名称和地址要与封内名称和地址完全一致。英文书信的信封与国内信封的写法有很大不同，为便于理解，我们把英文书信的信封划分为5个区：左上角为1区，正中为2区，右上角为3区，左下角为4区，信封背面垂片为5区，如图1-1所示。 1.4 外贸英文书信信封的结构及格式 11 各区的内容包括： 1区——写信人的名称和地址，商贸机构所用的信封，通常事先已在左上角印好寄信人的地址。 2 区——收信人的名称和地址，必须与封内名称和地址完全一致，现在较为流行的写法，出缩略语以外，已不用标点符号。 3区——贴邮票、盖邮戳处（Stamp & Postmark）。 4区——关于信件类别，投递方式及其他事项说明，如Registered（挂号邮件）、By Airmail Mail（航空邮件）、Express（快递邮件）、Via Airmail Mail Registered（航空挂号邮件）。如系私人信件或密件，注明： Private（私人信）、Confidential（密函）。 5区——垂片位置是写信人（发信人）的新地址或回函地址（Returning Address）。 1.4 外贸英文书信信封的结构及格式 12 外贸英文函电写作的基本原则是“7C”原则，“7C”是指外贸信函遵循在选词、造句、内容、语气、写作态度等方面7个以英文字母“C”为开头的单词的原则，即礼貌（Courtesy）、体谅（Consideration）、完整（Completeness）、清楚（Clarity）、简洁（Conciseness）、具体（Concreteness）、准确（Correctness）。 1．礼貌 礼貌是商务函电的重要特征。用友好的口吻和措辞对沟通双方之间的感情、实现信函所要达到的目标具有极大的推动作用。同时，及时回信也是礼貌的表现。 例如:（1）You are requested to ship our goods without any delay. (Worse) （2）Your prompt shipment of our order will be highly appreciated. (Better) 1.5 外贸英文函电的语言特点 13 2．体谅 在商务交际活动中以对方为中心，站在对方的角度考虑问题，尽量照顾对方的感受，满足对方需求，以此达到我方成功交际的目的。在起草商务函电时，始终应该以对方的观点来看问题，根据对方的思维方式来表达自己的意思。 例如: Enclosed please find our illustrated catalogue and the detailed price-list you ask for. 同样，写函电时要做到体谅，使用“您”、“贵方”多于“我方”。 例如:You are requested to make an offer. 请贵方向我方报盘。 1.5 外贸英文函电的语言特点 14 3．完整 在商务信函中，写信人应该完整表达所要表达的内容和意思，必须把需要说明的情况全面交代清楚，特别是时间、地点等。叙述问题要有头有尾、善始善终，不能出现上下句脱节。一个问题说明白之后，再引出与之相关的另一个问题。 例如:（1）We have opened through our bank an irrevocable L/C in your favor. (worse) （2）We have opened through our bank an irrevocable L/C in your favor which will reach you on June 15 and remain valid until the end of June. (better) 第二个句子提供的信息比第一个句子更加完整，说明信用证的到达日期及有效期，符合出口商的期望。 1.5 外贸英文函电的语言特点 15 4．清楚 在信函中，表达要明白易懂，使用插图、举例或其他在视觉上有助于理解的东西来传递信息，避免模糊不清或误会。 例如:（1）This product is absolutely the best one in the market. (Better) （2）This product is the best one we can supply. (Worse) 第二个表达把话说得太满，有可能给自己造成被动。 例如:（1）The credit will remain valid the end of this month. (Worse) （2）The credit will remain valid until Oct. 30, 2017. (Better) 第二个表达更清晰、明确。 1.5 外贸英文函电的语言特点 16 5．简洁 商务信函应该用最少的文字礼貌地说明最完整的意思，这样不仅可以节省时间，让人一目了然，而且能给对方以干练、高效、说话办事不拖沓的良好印象。例如:“please note…”要好于“Attention should be called…”。总之，能在用短语的时候不用句子，能在用简单句的时候不用复合句，但简洁是在无损内容的前提下，用尽可能少的文字清楚表达真实的意思，简洁不能以牺牲信件内容的完整为代价。 1.5 外贸英文函电的语言特点 17 6．具体 在谈判磋商的关键问题上绝不能马虎大意，必须有一说一，明确详细，不能模棱两可。 例如:（1）Please send your proposal to us as soon as possible. (Worse) （2）Please send your proposal to us before October 10. (Better) 第二个表达更明确具体。 1.5 外贸英文函电的语言特点 18 7．准确 一封用于商务交往的信函应该在各个方面都是正确的，其中包括格式、语法、单词拼写、标点、日期、数量单位、商业术语等。由于商务书信的内容大多涉及商业交往中双方的权利、义务以及利害关系，错误的用词不仅容易造成双方的误解，导致交易出现纠纷，还可能对公司的形象和信誉产生不良影响。 例如：（1）This goods’ price is high. (Worse) （2）This article is high in price. (Better) 很明显，第一个表达出现语法错误。 1.5 外贸英文函电的语言特点 19 一封外贸英文书信应包括以下几个部分：信头、写信日期、封内名称和地址、称呼、正文、结尾敬语、签名等主要部分，有时根据写信人的需要还会增加参考编号、事由、经办人名称、附件、抄送、附言、主办人代号等附加部分。目前，在实践中最常用的外贸英文书信有三种格式：齐头式、改良齐头式和缩行式。外贸英文书信的信封有齐头式和缩行式两种。外贸英文信函写作的基本原则是“7C”原则，即遵循礼貌、体谅、完整、清楚、简洁、具体和准确的原则。 本章小结 20 Translate the following given material. There are a wide range of means of business communication. Besides face to face negotiations with your clients, you also need some written forms of communication to contact with the outside world and conclude a deal. Written communication in business is still important in the age of electronic communication. Millions of business letters are now being sent by fax or E-mail to carry out business routine efficiently. This course is intended to develop skills in writing such good business letters. Since China joined the WTO, business activities and information exchanges across borders have been increasing rapidly. Today almost all the business communities recognize with one consent the significance of information. Among the several communication tools, business letters remain an indispensable part of business communication. 复习思考题 21 PPT模板下载：/moban/ 行业PPT模板：/hangye/ 节日PPT模板：/jieri/ PPT素材下载：/sucai/ PPT背景图片：/beijing/ PPT图表下载：/tubiao/ 优秀PPT下载：/xiazai/ PPT教程： /powerpoint/ Word教程： /word/ Excel教程：/excel/ 资料下载：/ziliao/ PPT课件下载：/kejian/ 范文下载：/fanwen/ 试卷下载：/shiti/ 教案下载：/jiaoan/ 字体下载：/ziti/ Thank you! 22 $$