英语学习]商务沟通-理论与技巧.ppt

preface,1.Definition English business correspondence refers to the letters , cables, telexes, faxes and e-mails dealing in international business, as well as in domestic trade, of course. 外贸函电就是指在对外贸易中所使用的信件、电报、电传和传真。 2. Aim The purpose of this course is to help you learn how to write good business letters by using up-to-date expressions in the simplest possible language 教会同学们运用最简练、最新颖的表达法来撰写和阅读一封标准的外贸函电。,Examples of Telegram,1. ORDER789 GOODSREADY PLSRUSHLC 2.PLSQUOTE LOWEST SOONEST 300PC GREYCLOTH 3. INTERESTED PEANUTS NOVSHIPMENT PLSQOUTE 4.PEANUTFULLBOOKED CANTSUPPLY UNTIL ENDMAY,Examples of Telegram,1. B/L bill of lading 2. ASAP- as soon as possible 3. TKS- thanks 4. ACPTBL-acceptable 5. HV-have 6. IQ intelligence quotient 7. EQ- emotion quotient,What Is Business Communication?,As the term suggests, business communication includes all communication that occurs in a business context. 正如该术语所暗示的那样，商务沟通包括发生在商务环境中的所有沟通。,Although courses in business communication have their roots in the “business English” and “business correspondence” courses common in the late nineteenth and early twentieth centuries, business,communication has evolved over the years into a broad discipline providing an overview of all communication that occurs in organizational settings.,学习内容：,本课程主要学习信例，大量学习外贸实务基本环节中有代表性的信例。外贸实务基本环节有：建立业务关系、询盘、报盘和报价、还盘、订单，履行订单、支付、包装和运输、信用证的修改和展期、索赔和解决索赔等。,Contents,Chapter 1 Structure and Layout of Business Letter(商务书信的结构和格式) Chapter 2 The Fundamental and Techniques of Business Writing (撰写商务书信的基本原理和技巧) Chapter 3 Inquiries and replies (询价函与复函) Chapter 4 Sales Letters(推销信),Chapter 5 Order and Confirmation Letters(订货与确认函) Chapter 6 Modes of Payment and collection(付款方式与收款信函) Chapter 7 Complaints and Adjustments (索赔与理赔) Chapter 8 Modes of Transportation and Shipping (运输方式与海运),Chapter 9 Credit (信用相关信函) Chapter 10 Banking (银行业务) Chapter 11 Agents and Agencies(代理商与 代理机构) Chapter 12 Public Relation Letters (公共关系信函) Chapter 13 Employment Related Letters(个 人求职求学信函) Chapter 14 Memos (备忘录) Chapter 15 Business Report Writing (撰写商务报告),学习方法,外贸函电是一门实践操作性很强的课程，以技能训练为主，通过技能训练把基础英语技能和外贸英语知识有机结合。大家必须学习大量外贸实务中有一定代表性的信函，通过学习信例，熟悉大量外贸业务中各个环节中常用语，包括词汇、短语、句型以及习惯表达方式等等，再通过一定量的练习，对常用语进行操练运用，从而达到掌握并熟练使用的目的。 基本学习方法； 课前预习、课后温习熟能生巧,Features of Business English,Business English is not a special language, it is English used in business context.,1. It has its unique language style and jargons。独特的语言风格和用语： 正式、礼貌和克制 We are in the market for silk blouses and should be pleased if you kindly quote us your keenest prices for the goods listed below.,2. It is full of business terminations and abbreviations 充满了贸易术语、缩略语和缩写词 贸易术语： quote报价 inquiry 询价 offer报盘 counter-offer还盘 claim索赔 缩略语： L/C信用证 CIF成本加保险加运费 FOB船上交货 缩写词: YL11/11RVD We have received your letter of Nov 11th. ASAP: As soon as possible,3.There is a close relations between business communication and international trade 商务沟通与外贸业务实践密切相关 immediate shipment 立即装船 国际惯例30天内装船 美国 10天内装船,Principles of Good Communications,The seven Cs of good business letter writing Consideration (体谅) Clearness/ Clarity(清楚) Conciseness(简洁) Courtesy(礼貌) Concreteness(具体) Correctness(正确) Completeness(完整),7 “C” s 1）Consideration 体谅，考虑周到 写信时要处处从对方的角度去考虑有什么需求，而不是从自身出发，语气上更尊重对方。 2) Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。,3) Clarity 清楚 意思表达明确，要注意： （一）避免用词错误： （二）注意词语所放的位置： （三）注意句子的结构： 4) Conciseness 简洁 （一）避免废话连篇 （二）避免不必要的重复 （三）短句、单词的运用,5) Concreteness 具体 6) Completeness 完整 一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，确忌寄出含糊不清的信件。 7)Correctness 正确,The other Seven Cs: *Clear *Concise *Correct *Courteous *Conversational *Convincing *Complete Individuality (个性) Originality(创意),Consideration: Put oneself in the readers place/shoes and emphasize the You attitude (the You-approach) rather than the I- attitude or We-attitude.,We-attitude: We believe these goods are what you want. You attitude: You will be pleased with these goods.,We-attitude: We are sure this will be a good business for you. You attitude: This transaction will certainly be profitable to you.,Clearness/ Clarity: The writer should keep in the mind the purpose of his letter and use appropriate words in correct sentence structures to convey his meaning.,Ambiguous : The L/C must reach us for arranging shipment not later than 8 October. Clearness: The L/C must reach us not later than 8 October for arranging shipment,Conciseness: Conciseness means expressing oneself in the fewest possible words without losing clarity or courtesy.,Wordy: We have no alternative but decline your order as we are out of stock. Concise: We have to decline your order as we are out of stock. Wordy: at a later date Concise: later, Courtesy: A courteous writer should be sincere and tactful , thoughtful and appreciative while writing business letters.,Impolite: You must correct your mistake as soon as possible. Tactful: The mistake must be corrected as soon as possible. (Separate matters from people.),Tactless: Its not our fault , it is probably the mistake of your dispatch department(发货部门). Tactful: The mistake could not have originated here, it must be connected with the dispatch of the goods.,Concreteness: Concreteness means making the message specific, definite, and vivid. Abstract: These brakes can stop a car within a short distance. Concrete: These Goodson power brakes can stop a 2-ton car within 10 feet.,Abstract: Various aspects of this equipment make it a good choice. Concrete: This equipment is a good choice because it is more compact(精密) and less expensive than any other one on the market., Correctness: As far as a business message is concerned, correctness means appropriate and grammatically correct language, factual information and accurate reliable figures.,Faulty: Id like to place an order for you. Correct: Id like to place an order with you.,Faulty: We are writing to complain for the delay. Correct: We are writing to complain of the delay. Completeness: A business communication should include all the necessary information.,Remember the KISS principles,KISS stands for: Keep It Short and Simple KISS means instead of long or complex words, use short ones,Chapter One Structure and Layout of Business Letter(商务书信的结构和格式),Standard parts（必需部分）: (1) The Letterhead 信头 (2)The inside address 封内地址 (3)The date 日期 (4)The salutation 称呼 (5)The body of the letter 正文 (6)The complimentary close 客套结尾礼词 (7)The signature 签名,1)The Letterhead 信头,写信人（ sender）的单位名称和地址（包括邮编）。还可加上电话号码、传真号、及E-mail地址等，以便于收信人选择答复的方式。有些会将经营项目 ，注册商标和公司董事、经理等姓名一并印在信头上。如需打印，则信头位于信纸的右上角 信头的作用：1）使收信人一眼就看清来信人的名称地址；2）便于收信人在回信时抄写地址；3）起广告的作用 注意事项：地址的排列应由小到大,e.g: A: Port City Investments, Inc. 3117 Avenue E Seattle, WA 20103 U.S.A. (Inc: Incorporated) B: B/D Corp 188 Third Avenue New York, NY10017 U.S.A,C: W. Brown & Co. Ltd. 600 Grand Street LONDON WIN 9UZ UNITED KINGDOM (the Great Britain, Britain),2)The Date 日期,打印日期注意事项： A. 年份应完全写出，不能用(07)代替(2007) B. 月份要写英文名称，不能用数字来代替，最好不用缩写。 C. 日期可用基数字或序数字。 3rd November,2003 3 November,2003 November 3rd, 2003 November 3, 2003,There are two styles in which letters are dated: the American style and the British Style. You may see the difference between these two styles in the following examples:,The American style is: （美国日期写法） A: month (spelled out in full); B: day of the month (in digits, without th, nd, etc, followed by a comma). e.g March 8, 2008 February 28, 2007,March the eighth, two thousand and ten February the twenty-eighth, two thousand and seven ,The British Style（英国日期写法）is ordered as what follows: A: day of the month (in digits); B: month (spelled out in full); C: year (in digits). e.g. : 8 March 2008 28 February 2007,the eighth of March two thousand and eight the twenty-eighth of February two thousand and seven,3)The Inside Address( receivers address/recipients address )封内地址,把信封上的收信人(receiver)的姓名和地址原封不动抄写在信纸的左上部。日期下端2-3行 对发信人而言: 1）发信时可与信封地址相互对照，避免放入信封时发生差误；2）发信后便于准确归档，便于以后查找。 对收信人而言：1）收信人读信时，如发现信封名称地址与封内名称地址不符，可以知道是放入信封时发生错误，将信返回；2）收信后如信封与信函分离原信仍能保持完整，便于查阅。,e.g. A. Ms. Loretta R. Gunnison, President Port City Investments, Inc. 3117 Avenue E Seattle, WA 20103 U.S.A.,B. Mr. John Brown, Chair Department of Economics Ohio State University 1415 University Drive Columbus, OH 45435 U.S.A.,4)The Salutation 称呼语,写信人对收信人的一种称呼，其位置是在封内地址的下面两行，与封内地址平头。 公司对公司：Dear Sirs, Gentlemen: Dear Sirs or Madams , Ladies and Gentlemen (执事先生，敬启者) 专门写给某个人： Dear Sir , Dear Madam , Dear Sir or Madam,如果以前双方通过信或彼此很熟，则可写出姓名,如： Dear Mr. Bush, Dear Ms. Smith, Dear Professor Ma, Dear Mrs. Wang, 写给亲人、朋友或恋人 Dear Paul, Dear Xiaofang,5)Body of the Letter （正文）,正文是书信的主体，表达发信人的意见。 在信的开头有开头语(Opening Sentences),自成一节，在习惯上是用客套语先将收到对方的来信的日期、编号或查号、主题及简单内容加以综合叙述，使对方一目了然这封信是答复哪一封去信的。如果是第一次通信也可以利用开头语作必要的自我介绍。,6)Complimentary Close 客套结束礼词,一种客套用语，它应与前面的称呼相呼应，后面加逗号。如： Dear Sir(s), Yours faithfully, or Faithfully yours, Gentlemen: Truly yours, or Yours truly, Dear Mr. xx, （Dear Mrs. xx, Dear Ms. Wang)Yours sincerely, or Sincerely yours, 下级给上级、子公司给总公司、厂矿企业给银行写信时使用的客套结束礼词是： Yours respectfully,7)The Signature 签名,在客套结束语的下面，间距约2-3行。首先应将公司的名称用大写打出，然后是法人手写签名。签名的下面还要打出法人的姓名和职务。如果信件是由负责人口授，由秘书或打字员打印的，可以在签名前用“P. P”或“for”来表明是授权来写此信的。,Yours faithfully, T Shurgold (Miss) T. Shurgold Yours sincerely, J. Howatt J. Howatt (Mr. ),Yours faithfully, p.p. Watson & Jervis Ltd. R.Nod R.Nod Sales Manager,Yours faithfully, Rosemary Phipps Rosemary Phipps p.p. J. Mane Managing Director,The following are examples of different ways of signing a business letter: 1.An official signing for his company: Yours faithfully, for The Overseas Co. Ltd. W. Black W. Black President,2. A partner signing for his firm Yours faithfully, Jackson Brown Jackson Brown & Co.,3. An employee with special authority to sign. Yours faithfully, per pro Hopkins, Wright & Co. J. Bell J. Bell,4. An employee without special authority to sign Yours faithfully, for Sales Manager R. Hopkins R. Hopkins,Optional parts 可供选择部分,8) the references 参考编号 9) the special markings 特殊标记 10) The subject line 事由/标题 11) the enclosure 附件 12) the carbon copy notation 抄送,8) The references 发文/参考编号,写信人为了便于归档分类而编的号，加上这一项就成为信头的一部分。（一般放在信头的右边） Our ref. No 发文号 Your ref. No 收文号，来文号 对方来信时的发文号，在回信时要写在来文号中，例如：在对方来信中Our ref. No. 1234, 那么我们在回信时要写成Your ref. No.1234,Port City Investments, Inc. 117 Avenue E Seattle, WA 20103 U.S.A. Your ref. No. BC-11 Our ref. No. DS/MR May1, 2010,9) The special markings 特殊标记,表示信件是机密的，通常作为封内地址的一部分，在封内地址的前一行。可以用大写打印或在大写字母下加以下划线。 Confidential(秘密） , Strictly Confidential（绝密）， Certified （保兑的）,e.g. STRICTLY CONFIDENTIAL Ms. Loretta R. Gunnison, President Port City Investments, Inc. 3117 Avenue E Seattle, WA 20103 U.S.A.,The attention line 经办人姓名/代号,The attention line is used to direct the letter to a special individual or section of the firm. It generally followed the inside address. 这里姓名只是笼统说法 目的是为了避免不必要的耽搁,e.g. A. Attention: P.R. Manager (P.R.:Public Relations) B. Attention: For Sales Manager C. For the attention of Personnel Manager,10)The subject line 标题/事由,在称呼和正文之间，与正文平行，与称呼间隔两行 目的是为了使信件得到及时处理，也便于收信人分拣、归档和查阅 （Walnut Meat 胡桃仁） illustrated catalogue 带有插图的目录表,e.g. A. Re: Applying for a job position B. Subject: Your Order No. 122 C. Caption: Current Pricelist （Current Pricelist ：现行价目表）,11)Enclosure 附件,如信中有附件时，应在签名下注明Encl.或Enc.附件位置一般位于信纸的左下角。如附件不止一件应注明 2 Encls or 3 Encls,或详细列明如下： A. Enclosure: Bill of Lading (1copy) B. Enclosures: Certificate of origin (2 copies) C. Enclosures 2 D. Encls. 2 Invoices E. Enc: 1 Photo 1 Certificate,12)The Carbon Copy Notation 抄送,如果函件要抄送其他有关单位，同时使对方也知道已抄送其他单位，可在信件最后的左下角注明“CC to xxx” or “C. C. xxx” 如果写信人不想让别人知道此信抄送的具体单位，可以在前加上BCC ( blind carbon copy).,e.g. c.c : Mr. Paul Gans, President Ms. Mary Lee, Managing Director CC to Mr. John Brown Mr. David Copperfield,3.The Form of a Business Letter 格式,1) 缩行式： Indented Style 信头(或封内地址)和其他需要分行打字部分，后一行都比前一行缩进二格或三格； 信的正文，每段的开始一行都缩进若干格(通常为5格）。,Midwest Novelty Distributors, Inc. 4171 North 41st Street Chicago, IL 60602 U.S.A. （6 TO 12 LINES） December 14, 2009 （3 TO 8 LINES） China National Import &Export Corp. Yunnnan Branch 118Beijing Road Kunming China (2 lines) Attention: Sales Manager (2 lines),Dear Sir/Madam (2 lines) Thank you for your letter of 24th June. ( 1 line) I was very interested to hear about the drama festival you are holding in the summer and sympathize with your aims and needs. ( 1 line) Unfortunately I am unable to help you as our company has a fixed budget for sponsorship and at present no new venture will be considered until next year. ( 1 line) I hope your festival is successful and can only suggest that perhaps you contact us again next year. ( 1 line) In the meantime, good luck! (信的正文每段开头空5格,段与段之间空1 行 ) (2 lines),Yours faithfully, Richard A. Constantine Richard A. Constantine Purchasing Agent,2)平(齐)头式：Full Blocked Style 信的所有项目一律向左看齐，每一行字从左边的空白边缘处打起。行距为单行距，段距为双行距。 特点：整齐划一，省时省事。但右边空白太多，布局不太平衡。,Midwest Novelty Distributors, Inc. 4171 North 41st Street Chicago, IL 60602 U.S.A. （3 TO 6 LINES） December 14, 2009 （3 TO 8 LINES） China National Import &Export Corp. Yunnnan Branch Kunming China (2 lines) Attention: Sales Manager (2 lines),Dear Sir/Madam Thank you for your letter of 24th June. (2 lines) I was very interested to hear about the drama festival you are holding in the summer and sympathize with your aims and needs. ( 2 line) Unfortunately I am unable to help you as our company has a fixed budget for sponsorship and at present no new venture will be considered until next year. ( 2 line) I hope your festival is successful and can only suggest that perhaps you contact us again next year. ( 2 line) In the meantime, good luck! ( 2 line) Faithfully yours, Richard A. Constantine Richard A. Constantine Purchasing Agent,3）改良平(齐)头式 Modified Blocked Style 把完全平头式中的一些项目（日期、结束礼词、签名等）从左边移到右边，布局协调一些。,Midwest Novelty Distributors, Inc. 4171 North 41st Street Chicago, IL 60602 U.S.A. （3 TO 6 LINES） December 14, 2009 （3 TO 8 LINES） China National Import &Export Corp. Yunnnan Branch Kunming China (2 lines) Attention: Sales Manager (2 lines),Dear Sir/Madam (2 lines) Thank you for your letter of 24th June. ( 2 line) I was very interested to hear about the drama festival you are holding in the summer and sympathize with your aims and needs. ( 2 line) Unfortunately I am unable to help you as our company has a fixed budget for sponsorship and at present no new venture will be considered until next year. ( 2 line) I hope your festival is successful and can only suggest that perhaps you contact us again next year. ( 2 line) In the meantime, good luck! ( 2 line) Yours faithfully, Richard A. Constantine Richard A. Constantine Purchasing Agent,4. Addressing Envelopes 信封的书写,Return Address,Stamp,Address,Remarks,贴邮票,写信人地址,附注,信封地址与封内地址写法相同，可用缩行式或平头式，最好与信内所采用的格式一致。收信人名称地址一般打在信封的下半部偏右。发信人的名称地址在信封的左上角。邮票应贴于封面的右上角。 Messrs. 用于以姓氏或姓氏命名的公司的前面。如Messrs. C. John & Company 这个公司至少是两个人且必须都是男性。 Messrs. 一般仅限于写地址时用，表示尊称。如果一个公司的名称中有姓名，但它是一个股份制有限公司，一般不用Messrs. ，其名称应为 C. John & Company Limited. (C. John & Company Ltd.),Envelopes addressing,When a letter is mailed to a third person who is bound to pass it onto the addressee, write the third persons name down below the addressees, write the words care of in front of it. C/O= care of/ in mind of 请某某转交某某 A C/O B 由B转交A Mr. Clinton C/O Mr. Bush,B/D Corp (stamp) 188 Third Avenue Registered New York, NY10017 U.S.A. Mr. G. Well c/o The Sales Manager State Insurance Corporation 125 Kings Avenue RICHMOND BRITAIN Surrey TW6 ISJ By Air,（P22) Exercise II John Adams &Co. (stamp) 361 Cross Street Registered New York, NY10103 U.S.A. Messrs.Paul Simon &Co. Fernhall Drive REDBRIDGE GREATBRITAIN LONDON E.C.1. Urgent,Remarks 附注,1.Private 私人信 2.Confidential 机密信 (Strictly Confidential 绝密） 3.Registered 挂号邮件 （Certified 保兑的） 4.Express 快递邮件 5.Ordinary Mail 平信 6.Immediate(Urgent) 急件 7.Printed Matter 印刷品 8.Sample 样品 9. By Air 航空,China National Light Industrial Products (Stamp) Import & Export Corporation Dalian Branch 111 Renmin Road, Dalian, China Briddle, Sawyer & Co. Ltd 125 Fitzory Street London, SW8 25 DY Great Britain Immediate (Urgent),Structuring communications,4 POINT PLAN,Introduction (Background and Basics),Details (Facts and Figures),Response or Action (Conclusion),Close (A simple one-liner),1,2,3,4,China National Light Industrial Products Import & Export Corporation Dalian Branch 111 Renmin Road, Dalian, China Email: Tel: 86-411-82828278 Fax: 86-411-82828269 Internet: http:/ www. Chinalight. Com. Cn/chi-version/dalian. htm Our ref: WDF/LL August 23, 2009 the Head of Export Department Briddle, Sawyer& Co. Ltd Fitzory Street London, SW8 25 DY Great Britain,Dear sir, 100% Cotton Bed Sheets We thank you for your letter of August 16 , enquiring for the captioned goods. The enclosed booklet contains details of all our bed sheets and will enable you to make a suitable selections. We look forward to receiving your specific enquiry with keen interest. Yours faithfully, CHINA NATIONAL LIGHT INDUSTRIAL PRIDUCTS IMPORT & EXPORT CORPORATION Wang Dafa, Dalian Branch Manager Enc. As Stated. Cc to ABC Company,Chapter Two The Fundamental and Techniques of Business Writing,Write Effective Beginning