商务信函5.doc

第一章 商业信函的撰写Unit I Business Letter WritingI. Form and Structure of Business Letters (商务英语的书写格式及构成)1. Form(1) Full block form 齐头式(2) Modified block form with indented style 混合式(3) Modified block form 改良式(4) Simplified form 简化式2. Layout of a business letter(1) parts of the business lettera. letterhead b. reference and date c. inside and addressd. attention line e. salutation f. subject line g. bodyh. complimentary close i. signature j. enclosurek. carbon copy notation l. postscript(2) The ways of writing partsII. Writing Principles of the Business Letter写信的原则1. courtesy2. clearness or clarity3. conciseness4. consideration5. correctness and completenessIII. The Way of Writing Parts1. LetterheadLetterhead includes the senders name, postal address, telephone number, telex number, fax number, cable address, and E-mail address, etc. Usually letterhead is printed in the up-center or at the margin of a letter writing paper. Chiwan Petroleum Supply Base Chiwan, Shenzhen, China Tel: (0755)6678904 Oil Patch Tel: 6453321 Tlx: 446834AAOTS CN Fax: (0755)6788002 Cable: 6789 E-mail: In some countries the letterhead contains details. For example, in the U.K. the directors names of a company is given.2. Reference and DateIn business communication, when a firm writes to another, each will give a reference. The reference may include a file number, departmental code or the initials of the signer followed by that of the typist of the letter. These are marked “Our ref.” and “Your ref.” to avoid confusion:Your ref: JBD/WMOur ref: WDW/LPThey are typed immediately below the letterhead. If desired the reference initials can also be placed at the lower left margin two lined below the name of the signer.The date should always be typed in full and not abbreviated (e.g. December for Dec.). And the th, -st, -nd and rd that follow the day can be omitted (e.g. 5May or 5th May, June for June 1st). Dont write 97 instead 1997 or the year.在日期方面，美英的表达方式是有差别的。以日为先，月份为后，此为英国式，美国式则与此相反。如一九九六年三月二日的写法：2nd March, 1996（英）March 2, 1996（美）在美式的写法中，1st, 2nd, 3rd的st, nd, rd是不使用的。由于日期书面表达不同，读法也不一样。如1987年4月20日，英式的写法是20th April, 1987，读成the twentieth of April, nineteen eighty-seven；美式的表达是April 20, 1987，则读成April the twentieth, nineteen eighty-seven。同样，全部用数字表达日期时，英美也有差别。1998年5月6日按照英国式应写成6/5/98，而按照美国式应写成5/6/98；01.08.1998是英国式的1998年8月1日，按照美国的表达方式却是1998年1月8日，美国的1998年8月1日应写成08，01，1998。因此，全部使用数字来表示日期时，往往发生误解，在商务活动中必须谨慎使用。表达百万以上的数字概念英美的差别甚大，如one billion英语指的是万亿兆，而美语则只十亿；one trillion英语相当于million million million=1018,是百万兆，在美语里却相当于英国英语的one billion，是万亿、兆。在数字口头表达方面，两国也存在着差别。$175（175美元）英语读成a(one) hundred and seventy five dollars，美语读成one hundred seventy five dollars，常省略and；表达连续同样数字的号码时，英语习惯用double或triple，美语一般不这样用，如电话号码320112，英语读成three two zero, double one two，美语则读成three two zero one one two, 999 234英语读成nine double nine (triple nine) two three four，美语则读成nine nine nine two three four，不过美国人也把连续三个相同的号码读成three 加上这个数字的复数形式，如999读成three nines。3. Inside Name and AddressThe name and address of the receiver is typed at the left-hand margin about two to four spaces below the date. It appears exactly the same way as on the envelope.e.g. Mr.C.E. Eckersley After the name, his or her official position should follow, if there is any. E.g. Mr. C.C. Eckersley, Director4. Attention line Attention line is used when the writer of a letter addressed to an organization wishes to direct the letter to a specific individual or section of the firm. It generally follows the inside address.e.g. attention: Mr. Smith5. SalutationSalutation is the complimentary greeting with which the writer opens his letter. Its form depends on the writers relationship with the receiver. The customary formal greeting in a business letter is “Dear Sir”, “Dear Madam” used for addressing one person; and “Dear Sirs”, “Dear Madames”, or “Gentlemen” for addressing two or more people. If the receiver is known to the writer personally, a warmer greeting “Dear Mr. Somebody” is then preferred.Salutation is usually typed three spaces below the inside address or the attention line, and followed by a comma for “Dear Sir”.6. Subject lineSubject line is actually the general idea of a letter. It is inserted between the salutation the body of the letter either at the left-hand margin for fully-blocked letter form or centrally over the body for other forms. It calls the receivers attention to the topic of the letter.7. Body of the letterThis is the main part of the letter. It expresses the writers idea, opinion, purpose and wishes, etc., so it should be carefully planned. When writing, pay attention to the following:a. Write simply, clearly, courteously, grammatically, and to the point.b. Paragraph correctly, confirming each paragraph to the topic.c. See that your typing is accurate and the display artistic.Aim at attractive and pleasing appearance for your letter.For very short letters you may adopt double line-spacing except for your correspondents name and address for which single line-spacng should always be used.8. Cmplimentary CloseComplimentary close is merely a polite way of ending a letter. It is in keeping with the salutation. The most commonly used sets of salutation and complimentary close are:9. SignatureIt is common to type the name of the writers firm or company immediately below complimentary close. Then the person who dictating the letter should sign his name, by hand and in ink, below it. Since hand-written signatures are illegible, the name of signer is usually typed below the signature, and followed by his job title or position.10. EnclosureIf something is enclosed, note it below the signature.Enclosures 3 samplesEncl. Price list11. The Carbon Copy NotationWhen copies of the letter are sent to others, type c.c. below the signature at the left margin.c.c. The Osaka Chamber c.c. Mr. G well12. PostscriptIf the writer wished to add something he forgot to mention or for emphasis, he may add his post script two spaces below the carbon copy notation:P.S. The samples will be mailed to you tomorrow.Try to avoid using P.S. since it may suggest that the writer failed to plan his letter well before he typed it.IV. E-mail-(P235)1. heading2. salutation3. body4. complimentary close & signatureHomeworkArrange the following in the form of a letter:1. Senders name: Shannxi Machinery & Equipment Imp.& Exp. Corporation.2. Senders address: 29 Changle Zhong Road, Xian, China3. Senders telephone: 53326534. senders telex: 70105MAIEC CN5. Senders fax: (029) 53354966. Date: 7. Receivers name: The Pakistan Trading Company8. Receivers address: 15 Broad Street , Karachi, Pakistan9. Attention line: Export Dept.10. Salutation: Dear Sirs11. Subject Line: .12. Message: .13. Complimentary close: 14. Signature:.商务英语书信(Business or Commercial English Correspondence)是指交易时所使用的通信。在美国，常用Business writing，它包括书信、电报、电话、电传、报告书、明信片等。英语和美语在书信体例方面存在着一定的差异，比如信头和称呼、书信格式、遣词、结尾客套语等均有所不同。一般来说，英国书信较为保守，许多英国人喜欢用老式书信体，用词较为正式刻板，而美国书信语言非常生气、有活力，格式也较为简便。因此当我们写信的对象是英国或其旧殖民地国家时，要使用标准式英语Queens English；如果写信的对象是美国或美国势力范围的地区时，就要用美国英语。当然，英国式的语言文化近年来也有变化，但总体来说，两者间的差异是很明显的。商业英文书信，一般都要求用打字机或电脑整齐地打印，左边各行开头垂直的，称为垂直式或齐头式(Block style)，美国常用这种格式；每段的第一个词缩进去，称为缩进式或锯齿式(indented style)，英国常用此格式。垂直式的职务及签名都在左边的边栏界线，这种格式，在极度尊重工作效率的美国公司，已普遍采用。正式的商业英语书信要在称呼的上方写上收信公司名称和地址或收信人的名字全称、职务及地址，称为信内地址（Inside address）。信内地址的写法也有垂直式和缩进式之分，垂直式和称美国式将各行并列，缩进式或称英国式将各行依次退缩。不过，笔者注意到，近来英国商业书信信内地址并未依次缩进，似乎与美国式相同。此外，在美国还流行一种普通收信人地址的写法，就是在书信的Inside Address中，把门牌号和街名都省略掉。在英文书信中要使用敬语，最普遍的敬语是Mr, Mrs和Miss（用于未婚女性）。英国人常在男性的姓名之后用Esq. (Esquire的缩写)，不过在商业上也在慢慢地改用Mr. Mmes. (Madam的复数形式)，用于二个女士以上。Messrs（Mr的复数形式）用于二个以上的男人，或用于二个以上的男人组成的公司或团体。在英国式英文信里，Mr, Mrs, Messrs，均不加缩写句点，相反地趋向于进步自由的美语反而加缩写句点如Mr., Mrs., Messrs.。在称呼方面，商业上最普遍的有Gentlemen（美国式）与Dear Sirs（英国式）二种，相当于我国的敬启者或谨启者。如果信是写给革个公司单位的，不是写给某个具体人的，美语用Gentlemen（复数形式），英语用Dear Sirs。如果对方公司只一人时，必须使用Sir/Dear Sir。称呼后一般要使用标点符号，英国式采用逗号(comma)，美国式用分号(colon)。书信结尾客套语(complimentary close)有多种，相当于我国书信在结尾时使用的敬礼、致敬、顺安等句。最为典型的美国式写法是Sincerely和Best regards，典型的英国式表达有Yours sincerely（熟人或知道对方姓名），Best wishes, kind regards 和yours faithfully（不知姓名）。此外，英国式的客套语还有特别礼貌的格式，但除了特殊情况外，现在不再使用。第二章 建立业务关系Establishment of Business Relations To establish business relations with prospective dealers is the base of starting and developing of business. It is vitally important for both a new dealer and an old one. But by what means can a businessman secure all the necessary information about a new market and a new customer? Well, he may do so through the following channels or with the help of: (1) the advertisements in newspaper (2) the introduction from his business connections (3) the introduction from his subsidiaries or branches, agents abroad (4) the market investigation (5) attendance at the export commodities fairs (6) visit abroad by trade delegations and groups (7) self-introductions or enquiries received from the merchants abroad (8) the banks (9) the Commercial Counsellors Office (10) the chambers of commerce both at home and abroad In such cases, the writer usually informs his addressee of the following: (1) the source of his information(2) his intention(3) the business scope of his firm (4) the reference as to his firms financial position and integrityIf the writer intends to buy for import, he may also make request for catalogues, samples, price list, etc.To close the letter, the writer usually expresses his expectation of cooperation and an early reply.This kind of letters should be written cordially, sincerely and courteously.Example Letters 1. Exporter writes to importer2. Self Introduction by Manufacturer3. Self Introduction by Exporter4. Importer writes to Exporter5. A Reply to the Request for the Establishment of Business RelationsExercises I. Please translate the following sentences into English.1. 我公司是该地区电子产品的主要进口商之一。我们借此机会与贵方接洽，希望与贵方建立贸易关系。2我公司经营机械设备的进出口业务已多年，我们的产品在许多国家享有盛誉。3承我国驻北京大使馆商务参赞处介绍，得知你公司的名称、地址。4我们了解到你们是日用品制造商。我们有一客户想要购买贵国化妆品，如能立即航寄目前所能供之货的目录及价格表我们将不胜感激。5有关我们的资信情况，请向中国银行上海分行查询。Key to Translation:1. We are one of the leading importers dealing in electronic products in the area, and take this opportunity to approach you in the hope of establishing business relations.2. We have been engaged in handling importing and exporting of machinery and equipment for many years, and our products have enjoyed great popularity in many countries.3. We owe your name and address to the Commercial Counselors office of our Embassy in Beijing.4. We are given to understand that you are a manufacturer of daily chemicals. One of our clients intends to buy cosmetics from your country. We will appreciate highly if you airmail the catalogue and price list of the goods available at present.5. For our credit standing, please refer to the Bank of China, Shanghai Branch.Explain the useful sentences:1告知了解对方公司的来源信息2表示建立业务关系的愿望3自我介绍4业务范围介绍5索取6随函寄上7结尾句经典佳句1Your company has kindly been introduced to us by Mr. Freeman & Co. Ltd. , London, England. We shall be pleased to enter into business relations with you at an early date.2. We are writing to you in the hope that we can open up business with your firm.3. We wish to introduce ourselves to you as a state-owned corporation dealing exclusively in light industrial goods.I. What can I do for you?2. Hes from ABC Company in London. His name is John Smith.3. He has seen our exhibits and is interested in some of our items.4. They have been working with leather products for more than 20 years, and have a wide business relations with many wholesalers, retailers agents in the world.5. We are in a position to place sizeable orders with faithful suppliers.6. This kind of design seems quite new in the market, and I believe they will become the most fashionable ones in the year.7. Reports from different markets show that this is the choice of discriminating buyers.8. Quality is the most important of all.9. Id like to see the manager. 10. Heres my card. 11. The purpose of Mr. Smiths coming here is to see the possibility of doing business with you in leather bags. 12. We are always willing to develop business with friends from all over the world. 13. Our company has many years experience in selling leather bags.Dialogue 1A. Excuse me, are you Mr. Smith?B. Yes. What can I do for you?A. Good morning, Mr. Smith. Im from ABC Company in London. My name is John Brown. This is my card.B. Thank you.A. Ive seen your exhibits and Im interested in some of your items. Id like to talk to you about them.B. Good. Weve been working with leather products for more than 20 years, and have wide business relations with many wholesalers, retailers and agents in the world. Every year we export large quantity of our products to the European market, but your company seems new to us.A. Yes. We are new in the line of leather products. But we are in a position to place sizeable orders with faithful suppliers.B. Thats good. Our leather bags have enjoyed warm welcome in the European marker.A. Yes. I f