3.1 写作指南(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 1 Establishing Business Relations 专业知识简介 学习目标 学习内容 本章小结 Chapter 3 复习思考题 2 专业知识简介 没有客户，就没有交易。在对外贸易中，要维持或扩大业务就必须巩固和发展已有的业务关系，不断物色新的贸易伙伴，建立新的业务关系。建立贸易关系的途径有很多，一般情况下，可以通过以下渠道获取贸易伙伴的信息： 1．互联网（internet） 2．通过业务客户的介绍（introduction from one’s business connections） 3．参加交易会和展览会（attendance at trade fairs & exhibitions） 4．通过自我介绍或国外贸易商的询盘（self-introductions or enquiries received from the merchants abroad） 5．通过银行介绍（banks） 6．通过中国驻海外大使馆的商务参赞介绍（Commercial Counselor’s Office of the Embassy of China in foreign countries） 7．通过国内外的商会（Chamber of Commerce both at home and abroad） 8．通过行业名录（trade directory） 9．广告（advertisements） 10．其它渠道（other sources） 3 学习目标 了解获取贸易伙伴信息的渠道； 掌握建立业务关系信函常用的词汇和表达； 掌握建立业务关系信函的写作； 掌握回复建立业务关系信函的写作。 4 学习内容 写作指南 3.1 样函解析 实用句子 3.2 3.3 常用表达 3.4 5 3.1 写作指南 3.1.1 建立业务关系信函的写作要点 （1）说明信息来源（告诉对方我方是如何获悉对方公司情况的）。 （2）简单的自我介绍，包括公司的性质、基本业务情况和经营范围等，以及对公司某些相对优势的介绍（如经验丰富、供货渠道稳定、有广泛的销售网等）。在这部分，可能会出现两种不同的产品介绍：在较明确对方需求时，要选取某类特定产品，进行具体的推荐性介绍；否则，通常只就公司经营的整体情况，如质量标准、价格水平、目前销路等笼统介绍。最好，附上商品目录、报价单或另寄样品供对方参考。 （3）表达写信函的目的（希望推销或购买产品）。 （4）表达与对方合作及早日收到回复的愿望。 3.1.2 回复建立业务关系信函的写作要点 （1）感谢对方对我方公司的兴趣。 （2）表示愿意与对方建立业务关系。 （3）下一步将要进行的工作。 6 3.2 样函解析 3.2.1 样函1：出口商联系进口商 Jinfuda Garment Accessories & Decorations Co., Ltd.No. 7 Industrial Zone, Wenxi Town, Qingtian County, LishuiZhejiang Province, ChinaPostal Code : 323903 Tel: 86-578-6066308 Fax: 86-578-6063777 Ref.: GEC 26731 June 21, 2020NAM CHEONG TRADING CO412 Bastina Road Singapore 73122Singapore Dear Sirs,Your company has been kindly introduced to us by Messrs J. Smith & Co., Montreal, as prospective buyers of fancy buttons. As this item falls within the scope of our business activities, we are writing to you for entering into direct business relations with you.Established in 1997, our company has more than twenty years’ experience in making various buttons which have enjoyed great popularity in the world market. Our annual export value has reached USD 3,000,000.To give you a general idea of the various kinds of fancy buttons now available for export, we will enclose catalogues and pamphlets. If there is something interesting to you, please let us know.We look forward to your favorable reply.Yours faithfully,Encl. As stated 7 3.2 样函解析 3.2.2 样函2：出口商自我介绍 Dear Sirs, We have obtained your name and address from Chamber of Commerce in Vancouver, Canada who has informed us that you are in the market for silk fabrics. We avail ourselves of this opportunity to approach you for the establishment of trade relations with you.We specialize in both the import and export of Chinese silk cloth, which has enjoyed high reputation in the world market. In order to acquaint you with our business lines, we enclose a copy of our Export List covering the main items available at present for your reference, and if any item is of interest to you, please contact us. We shall be glad to give you our lowest quotations upon receipt of your detailed requirements. In our trade with merchants of various countries, we always adhere to the principle of equality and mutual benefit. It is our hope to promote, by joint efforts, both trade and friendship to our mutual benefit. We look forward to receiving your reply soon. Yours faithfully, Encl. Export List 8 3.2 样函解析 3.2.3 样函3：出口商自我介绍 From：lihong@shhc.com.cn To：Smith@Sigma.com.cn Subject：Smith/Leather Shoes Dear Mr. Smith, Have a nice day ! We learn from www.alibaba. com that you are in the market for leather shoes. This is Fujian Xinlong Co., Ltd. specializing in the manufacture and export of leather shoes. We promise that the products supplied will be of excellent quality. For more information, pls. visit our website at http://www.alibaba. com.cn. If you need our quotations, pls. send us your inquiry by e-mail. We sincerely hope to establish good business relations with you. Waiting for your kind reply. Best regards, Li Hong Sales manager Fujian Xinlong Co., Ltd. Add. :100 Shanghai Road, Fuzhou, China Fax : 086 0373 3555092 Tel. : 086 0373 3555111 Email : lihong@shhc.com.cn 9 3.2 样函解析 3.2.4 样函4：回复样函3 From：lihong@shhc.com.cn To：Smith@Sigma.com.cn Subject：Smith/Leather Shoes Dear Mr. Smith, Have a nice day ! We learn from www.alibaba. com that you are in the market for leather shoes. This is Fujian Xinlong Co., Ltd. specializing in the manufacture and export of leather shoes. We promise that the products supplied will be of excellent quality. For more information, pls. visit our website at http://www.alibaba. com.cn. If you need our quotations, pls. send us your inquiry by e-mail. We sincerely hope to establish good business relations with you. Waiting for your kind reply. Best regards, Li Hong Sales manager Fujian Xinlong Co., Ltd. Add. :100 Shanghai Road, Fuzhou, China Fax : 086 0373 3555092 Tel. : 086 0373 3555111 Email : lihong@shhc.com.cn 10 3.2 样函解析 3.2.5 样函5：展会之后联系客户 Dear Sirs, We are glad to have the opportunity to see a display of your products at Canton Fair. Deeply impressed with the good quality and performance, we intend to introduce them to our market. As the main importer of Portable DVD Player, we have offices and representatives in all parts of our country. Most of our goods are provided to large wholesalers and retailers, with whom we have built up good business relationship. In order that we may discuss the possibility of selling your products here, please send us by courier some samples and a price list as soon as possible. Hoping to hear from you. Yours faithfully, 11 3.2 样函解析 3.2.6 样函6：促销函 Dear Sirs, We are pleased to note from your Chamber of Commerce that you are interested in our newly-developed product, ourdoor rattan furniture. We are one of the leading manufacturer specializing in furniture. Our goods are famous for their novel designs and fine workmanship and we have been enjoying high reputation for our goods and service. We are sending a brochure and pricelist for your examination. Because of the success in our home market, we think our rattan furniture will sell fast abroad, and would find it most helpful if you could inform us whether there is a promising market in your district. We hope to promote both friendship and business between us. Looking forward to hearing from you. Yours faithfully, 12 3.3 实用句子 3.3.1 获取信息的渠道 （1）We learn from the Internet that you are one of the leading importers and distributors of ladies’dresses in the US. 我方从互联网获知贵公司是美国女装最大的进口商和经销商之一。 （2）Your name and address have been given to us by Messrs. J. Smith & Co., Inc. in New York, who has informed us that you are one of the leading importers of Light Industrial Products in your country. 据纽约史密斯公司介绍，得知你公司名称和地址，并得知你们是贵国轻工业产品的主要进口商之一。 （3）Your firm has been recommended to us by the Chamber of Commerce in Vancouver, Canada. 加拿大温哥华商会已向我公司推荐贵公司。 （4）How are you doing? Glad to get your name card from HK fair. 您好。很高兴从香港展销会获得贵公司名片。 （5）We are the chief exporter of cigarette packing materials in Austria and are thankful to the Chinese Embassy in Vienna for offering us your name. 我公司是澳大利亚香烟包装材料的大出口商，感谢中国驻维也纳的大使馆提供贵公司名字。 13 3.3 实用句子 3.3.2 公司的自我介绍 （1）Specializing in the export of Chinese Cotton Piece Goods, we express our desire to trade with you in this line. 我们专门经营中国棉织品出口，愿与你们进行交易。 （2）Our company is one of the leading exporters of wearable devices in Guangdong, and our products are well received by customers in Europe, North America, Southeast Asia and South Africa. 我们是广东穿戴设备的最大出口商之一。我们的产品受到欧洲、北美洲、东南亚和南非客户的欢迎。 （3）As one of the biggest producers of mobile phones in China, we can sell our goods at reasonable prices. 作为中国最大的移动电话生产商之一，我们以优惠价格销售产品。 （4）Our company mainly deals in producing and exporting home appliances, and we accept/welcome OEM and ODM orders. 我们公司主要生产和出口家用电器，并且接收代工和贴牌生产。 （5）Having been in this line for more than twenty years, we are well connected with all the wholesalers here and we shall be able to do considerable import business with you. 我们经营这一行已有二十多年，我公司与此地所有批发商有良好的联系，能与你公司作可观的进口业务。 14 3.3 实用句子 3.3.3 表达建立业务关系的愿望 （1）In order to extend our export business to your country, we wish to enter into direct business relations with you. 为了扩展我公司在贵国的出口贸易，我们希望与贵公司建立业务关系。 （2）We are willing to establish business relations with you on the basis of equality and mutual benefit. 我方愿在平等互利的基础上与贵公司建立贸易关系。 （3）We shall be glad to enter into business relations with you. 我们很乐意同贵公司建立业务关系。 （4）We now avail ourselves of this opportunity to write to you and see if we can establish business relations with you. 现借此机会与你们通信，想了解你我之间是否能建立业务关系。 （5）We express our desire to establish business relations with your firm. 我们愿和贵公司建立业务关系。 （6）We are contacting you for establishing long and direct business relations with you. 我们联系你以建立长期友好的业务关系。 15 3.3 实用句子 3.3.4 表达合作愿望 （1）We enclose our latest catalogue and price list for your reference. 随函寄去我方最新目录和价格单，供你方参考。 （2）We looking forward to receiving your inquiry very soon. 我们期待尽快收到你方询盘。 （3）We should highly appreciate it if you would respond to our request at your earliest convenience. 如果贵方能尽早回复，我们将不胜感激。 （4）If you have any interest in our products, please contact us anytime. 如对我们的产品感兴趣，请随时联系我们。 （5）Quotations and samples will be sent to you upon receipt of your specific enquiries. 收到贵方具体询盘，我方将立即寄样品和报价。 （6）If you’re interested in any type of these items, please don’t hesitate to tell us. 如贵方对这些产品中任何一种感兴趣的话，请立即告诉我们。 16 3.4 常用表达 1. 供货商 supplier 2. 商务沟通 business negotiation 3. 批发商和零售商 wholesaler and retailer 4. 生产商 manufacturer/producer 5. 优质的售后服务 the first-class after-sale service 6. 干某一行业be in line of 7. 商会 Chamber of Commerce 8. 价格单price list 9. 专营 specialize in 10. 直接工厂销售 direct factory sale/sell directly from the factory 11. 专业的工人和富有经验的质检团队professional workers and experienced QC team 12. 建立业务关系establish business relationship 13. 畅销sell fast 14. 种类齐全的 a wide range of 15. 小册子brochure/ pamphlet/booklet 17 在国际贸易中，要保持或扩大业务就必须巩固和发展已有的业务关系，并且不断物色新的贸易伙伴以建立新的业务关系。新的业务关系可以通过银行、报纸广告、互联网、驻外商务机构、国外商会、商品交易会等多种渠道建立。从上述渠道获得所期望的公司的名称和地址后，业务人员应向对方写信发函。 在撰写建交函时，注意下列几点： 1．大部分旨在建立商业关系的信函都不是写给特定的某个人的，所以一般都称呼Dears Sirs或Gentlemen，结尾敬语用Yours faithfully和Dears Sirs呼应。 2．简洁是商务信函的重要特点。除了必要信息之外，每封信中都没有不相关的累赘信息。 3．由于旨在建立商业关系的信函的收信人是从未有过合作关系的潜在客户，因此信函语言较为礼貌正式。收到任何这类信函之后，必须礼貌地及时给予完整的答复，以便树立信誉和给读者留下良好的印象。 本章小结 18 Write an E-mail according to the given material. 基本材料： 浙江飞跃贸易公司是一家经营男士衬衫的进出口公司，经营这一行已有多年历史，其经营的“红豆”牌男式衬衫由于质量好，价格有竞争力，一直受到国内外市场的欢迎。2018年在广交会上，其销售部经理吴华认识了法国Wennex Toy Co. Ltd.的业务代表David Miller。于是吴华给David Miller写信，希望与该公司建立贸易关系，并愿意给对方提供产品目录和价格单，希望对方询盘。 复习思考题 19 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! 20 $$