商务沟通-理论与技巧.ppt

preface 1 DefinitionEnglishbusinesscorrespondencereferstotheletters cables telexes faxesande mailsdealingininternationalbusiness aswellasindomestictrade ofcourse 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 AimThepurposeofthiscourseistohelpyoulearnhowtowritegoodbusinesslettersbyusingup to dateexpressionsinthesimplestpossiblelanguage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 ExamplesofTelegram 1 ORDER789GOODSREADYPLSRUSHLC2 PLSQUOTELOWESTSOONEST300PCGREYCLOTH3 INTERESTEDPEANUTSNOVSHIPMENTPLSQOUTE4 PEANUTFULLBOOKEDCANTSUPPLYUNTILENDMAY ExamplesofTelegram 1 B L billoflading2 ASAP assoonaspossible3 TKS thanks4 ACPTBL acceptable5 HV have6 IQ intelligencequotient7 EQ emotionquotient WhatIsBusinessCommunication Asthetermsuggests businesscommunicationincludesallcommunicationthatoccursinabusinesscontext 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 Althoughcoursesinbusinesscommunicationhavetheirrootsinthe businessEnglish and businesscorrespondence coursescommoninthelatenineteenthandearlytwentiethcenturies business communicationhasevolvedovertheyearsintoabroaddisciplineprovidinganoverviewofallcommunicationthatoccursinorganizationalsettings 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 Chapter1StructureandLayoutofBusinessLetter 商务书信的结构和格式 Chapter2TheFundamentalandTechniquesofBusinessWriting 撰写商务书信的基本原理和技巧 Chapter3Inquiriesandreplies 询价函与复函 Chapter4SalesLetters 推销信 Chapter5OrderandConfirmationLetters 订货与确认函 Chapter6ModesofPaymentandcollection 付款方式与收款信函 Chapter7ComplaintsandAdjustments 索赔与理赔 Chapter8ModesofTransportationandShipping 运输方式与海运 Chapter9Credit 信用相关信函 Chapter10Banking 银行业务 Chapter11AgentsandAgencies 代理商与代理机构 Chapter12PublicRelationLetters 公共关系信函 Chapter13EmploymentRelatedLetters 个人求职求学信函 Chapter14Memos 备忘录 Chapter15BusinessReportWriting 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 FeaturesofBusinessEnglish BusinessEnglishisnotaspeciallanguage itisEnglishusedinbusinesscontext 1 Ithasitsuniquelanguagestyleandjargons 独特的语言风格和用语 正式 礼貌和克制Weareinthemarketforsilkblousesandshouldbepleasedifyoukindlyquoteusyourkeenestpricesforthegoodslistedbelow 2 Itisfullofbusinessterminationsandabbreviations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 11RVDWehavereceivedyourletterofNov11th ASAP Assoonaspossible 3 Thereisacloserelationsbetweenbusinesscommunicationandinternationaltrade商务沟通与外贸业务实践密切相关immediateshipment立即装船国际惯例30天内装船美国10天内装船 PrinciplesofGoodCommunications ThesevenCsofgoodbusinessletterwriting Consideration 体谅 Clearness Clarity 清楚 Conciseness 简洁 Courtesy 礼貌 Concreteness 具体 Correctness 正确 Completeness 完整 7 C s1 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 TheotherSevenCs Clear Concise Correct Courteous Conversational Convincing CompleteIndividuality 个性 Originality 创意 Consideration Putoneselfinthereader splace shoesandemphasizetheYou attitude theYou approach ratherthantheI attitudeorWe attitude We attitude Webelievethesegoodsarewhatyouwant You attitude Youwillbepleasedwiththesegoods We attitude Wearesurethiswillbeagoodbusinessforyou You attitude Thistransactionwillcertainlybeprofitabletoyou Clearness Clarity Thewritershouldkeepinthemindthepurposeofhisletteranduseappropriatewordsincorrectsentencestructurestoconveyhismeaning Ambiguous TheL Cmustreachusforarrangingshipmentnotlaterthan8October Clearness TheL Cmustreachusnotlaterthan8Octoberforarrangingshipment Conciseness Concisenessmeansexpressingoneselfinthefewestpossiblewordswithoutlosingclarityorcourtesy Wordy Wehavenoalternativebutdeclineyourorderasweareoutofstock Concise Wehavetodeclineyourorderasweareoutofstock Wordy atalaterdateConcise later Courtesy Acourteouswritershouldbesincereandtactful thoughtfulandappreciativewhilewritingbusinessletters Impolite Youmustcorrectyourmistakeassoonaspossible Tactful Themistakemustbecorrectedassoonaspossible Separatemattersfrompeople Tactless It snotourfault itisprobablythemistakeofyourdispatchdepartment 发货部门 Tactful Themistakecouldnothaveoriginatedhere itmustbeconnectedwiththedispatchofthegoods Concreteness Concretenessmeansmakingthemessagespecific definite andvivid Abstract Thesebrakescanstopacarwithinashortdistance Concrete TheseGoodsonpowerbrakescanstopa2 toncarwithin10feet Abstract Variousaspectsofthisequipmentmakeitagoodchoice Concrete Thisequipmentisagoodchoicebecauseitismorecompact 精密 andlessexpensivethananyotheroneonthemarket Correctness Asfarasabusinessmessageisconcerned correctnessmeansappropriateandgrammaticallycorrectlanguage factualinformationandaccuratereliablefigures Faulty I dliketoplaceanorderforyou Correct I dliketoplaceanorderwithyou Faulty Wearewritingtocomplainforthedelay Correct Wearewritingtocomplainofthedelay Completeness Abusinesscommunicationshouldincludeallthenecessaryinformation RemembertheKISSprinciples KISSstandsfor KeepItShortandSimpleKISSmeansinsteadoflongorcomplexwords useshortones ChapterOneStructureandLayoutofBusinessLetter 商务书信的结构和格式 Standardparts 必需部分 1 TheLetterhead信头 2 Theinsideaddress封内地址 3 Thedate日期 4 Thesalutation称呼 5 Thebodyoftheletter正文 6 Thecomplimentaryclose客套结尾礼词 7 Thesignature签名 1 TheLetterhead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 PortCityInvestments Inc 3117AvenueESeattle WA20103U S A Inc Incorporated B B DCorp188ThirdAvenueNewYork NY10017U S A C W Brown Co Ltd 600GrandStreetLONDONWIN9UZUNITEDKINGDOM theGreatBritain Britain 2 TheDate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 3rdNovember 20033November 2003November3rd 2003November3 2003 Therearetwostylesinwhichlettersaredated theAmericanstyleandtheBritishStyle Youmayseethedifferencebetweenthesetwostylesinthefollowingexamples TheAmericanstyleis 美国日期写法 A month spelledoutinfull B dayofthemonth indigits withoutth nd etc followedbyacomma e gMarch8 2008February28 2007 Marchtheeighth twothousandandtenFebruarythetwenty eighth twothousandandseven TheBritishStyle 英国日期写法 isorderedaswhatfollows A dayofthemonth indigits B month spelledoutinfull C year indigits e g 8March200828February2007 theeighthofMarchtwothousandandeightthetwenty eighthofFebruarytwothousandandseven 3 TheInsideAddress receiver saddress recipient saddress 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 LorettaR Gunnison PresidentPortCityInvestments Inc 3117AvenueESeattle WA20103U S A B Mr JohnBrown ChairDepartmentofEconomicsOhioStateUniversity1415UniversityDriveColumbus OH45435U S A 4 TheSalutation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 DearSirs Gentlemen DearSirsorMadams LadiesandGentlemen 执事先生 敬启者 专门写给某个人 DearSir DearMadam DearSirorMadam 如果以前双方通过信或彼此很熟 则可写出姓名 如 DearMr Bush DearMs Smith DearProfessorMa DearMrs Wang 写给亲人 朋友或恋人DearPaul DearXiaofang 5 BodyoftheLetter 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 OpeningSentences 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 ComplimentaryClose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 DearSir s Yoursfaithfully orFaithfullyyours Gentlemen Trulyyours orYourstruly DearMr xx DearMrs xx DearMs Wang Yourssincerely orSincerelyyours 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 Yoursrespectfully 7 TheSignature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 Yoursfaithfully TShurgold Miss T ShurgoldYourssincerely J HowattJ Howatt Mr Yoursfaithfully p p Watson JervisLtd R NodR NodSalesManager Yoursfaithfully RosemaryPhippsRosemaryPhippsp p J ManeManagingDirector Thefollowingareexamplesofdifferentwaysofsigningabusinessletter 1 Anofficialsigningforhiscompany Yoursfaithfully forTheOverseasCo Ltd W BlackW BlackPresident 2 ApartnersigningforhisfirmYoursfaithfully JacksonBrownJacksonBrown Co 3 Anemployeewithspecialauthoritytosign Yoursfaithfully perproHopkins Wright Co J BellJ Bell 4 AnemployeewithoutspecialauthoritytosignYoursfaithfully forSalesManagerR HopkinsR Hopkins Optionalparts可供选择部分 8 thereferences参考编号9 thespecialmarkings特殊标记10 Thesubjectline事由 标题11 theenclosure附件12 thecarboncopynotation抄送 8 Thereferences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 Ourref No发文号Yourref 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Ourref No 1234 那么我们在回信时要写成Yourref No 1234 PortCityInvestments Inc 117AvenueESeattle WA20103U S A Yourref No BC 11Ourref No DS MRMay1 2010 9 Thespecialmarkings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 StrictlyConfidential 绝密 Certified 保兑的 e g STRICTLYCONFIDENTIALMs LorettaR Gunnison PresidentPortCityInvestments Inc 3117AvenueESeattle WA20103U S A Theattentionline经办人姓名 代号 Theattentionlineisusedtodirectthelettertoaspecialindividualorsectionofthefirm Itgenerallyfollowedtheinsideaddress 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 PublicRelations B Attention ForSalesManagerC FortheattentionofPersonnelManager 10 Thesubjectline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 WalnutMeat胡桃仁 illustratedcatalogue带有插图的目录表 e g A Re ApplyingforajobpositionB Subject YourOrderNo 122C Caption CurrentPricelist CurrentPricelist 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2Enclsor3Encls 或详细列明如下 A Enclosure BillofLading 1copy B Enclosures Certificateoforigin 2copies C Enclosures2D Encls 2InvoicesE Enc 1Photo1Certificate 12 TheCarbonCopyNotation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 CCtoxxx 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 blindcarboncopy e g c c Mr PaulGans PresidentMs MaryLee ManagingDirectorCCtoMr JohnBrownMr DavidCopperfield 3 TheFormofaBusinessLetter格式 1 缩行式 IndentedStyle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 MidwestNoveltyDistributors Inc 4171North41stStreetChicago IL60602U S A 6TO12LINES December14 2009 3TO8LINES ChinaNationalImport ExportCorp YunnnanBranch118BeijingRoadKunmingChina 2lines Attention SalesManager 2lines DearSir Madam 2lines Thankyouforyourletterof24thJune 1line Iwasveryinterestedtohearaboutthedramafestivalyouareholdinginthesummerandsympathizewithyouraimsandneeds 1line UnfortunatelyIamunabletohelpyouasourcompanyhasafixedbudgetforsponsorshipandatpresentnonewventurewillbeconsidereduntilnextyear 1line Ihopeyourfestivalissuccessfulandcanonlysuggestthatperhapsyoucontactusagainnextyear 1line Inthemeantime goodluck 信的正文每段开头空5格 段与段之间空1行 2lines Yoursfaithfully RichardA ConstantineRichardA ConstantinePurchasingAgent 2 平 齐 头式 FullBlockedStyle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 MidwestNoveltyDistributors Inc 4171North41stStreetChicago IL60602U S A 3TO6LINES December14 2009 3TO8LINES ChinaNationalImport ExportCorp YunnnanBranchKunmingChina 2lines Attention SalesManager 2lines DearSir MadamThankyouforyourletterof24thJune 2lines Iwasveryinterestedtohearaboutthedramafestivalyouareholdinginthesummerandsympathizewithyouraimsandneeds 2line UnfortunatelyIamunabletohelpyouasourcompanyhasafixedbudgetforsponsorshipandatpresentnonewventurewillbeconsidereduntilnextyear 2line Ihopeyourfestivalissuccessfulandcanonlysuggestthatperhapsyoucontactusagainnextyear 2line Inthemeantime goodluck 2line Faithfullyyours RichardA ConstantineRichardA ConstantinePurchasingAgent 3 改良平 齐 头式ModifiedBlockedStyle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 MidwestNoveltyDistributors Inc 4171North41stStreetChicago IL60602U S A 3TO6LINES December14 2009 3TO8LINES ChinaNationalImport ExportCorp YunnnanBranchKunmingChina 2lines Attention SalesManager 2lines DearSir Madam 2lines Thankyouforyourletterof24thJune 2line Iwasveryinterestedtohearaboutthedramafestivalyouareholdinginthesummerandsympathizewithyouraimsandneeds 2line UnfortunatelyIamunabletohelpyouasourcompanyhasafixedbudgetforsponsorshipandatpresentnonewventurewillbeconsidereduntilnextyear 2line Ihopeyourfestivalissuccessfulandcanonlysuggestthatperhapsyoucontactusagainnextyear 2line Inthemeantime goodluck 2line Yoursfaithfully RichardA ConstantineRichardA ConstantinePurchasingAgent 4 AddressingEnvelopes信封的书写 ReturnAddress Stamp Address Remarks 贴邮票 写信人地址 收信人地址 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 CompanyLimited C John CompanyLtd Envelopesaddressing Whenaletterismailedtoathirdpersonwhoisboundtopassitontotheaddressee writethethirdperson snamedownbelowtheaddressee s writethewords careof infrontofit C O careof inmindof请某某转交某某AC OB由B转交AMr ClintonC OMr Bush B DCorp stamp 188ThirdAvenueRegisteredNewYork NY10017U S A Mr G Wellc oTheSalesManagerStateInsuranceCorporation125King sAvenueRICHMONDBRITAINSurreyTW6ISJByAir P22 ExerciseIIJohnAdams Co stamp 361CrossStreetRegisteredNewYork NY10103U S A Messrs PaulSimon Co FernhallDriveREDBRIDGEGREATBRITAINLONDONE C 1 Urgent Remarks附注 1 Private私人信2 Confidential机密信 StrictlyConfidential绝密 3 Registered挂号邮件 Certified保兑的 4 Express快递邮件5 OrdinaryMail平信6 Immediate Urgent 急件7 PrintedMatter印刷品8 Sample样品9 ByAir航空 ChinaNationalLightIndustrialProducts Stamp Import ExportCorporationDalianBranch111RenminRoad Dalian ChinaBriddle Sawyer Co Ltd125FitzoryStreetLondon SW825DYGreatBritainImmediate Urgent Structuringcommunications 4POINTPLAN Introduction BackgroundandBasics Details FactsandFigures ResponseorAction Conclusion Close Asimpleone liner 1 2 3 4 ChinaNationalLightIndustrialProductsImport ExportCorporationDalianBranch111RenminRoad Dalian ChinaEmail dalian Tel 86 411 82828278Fax 86 411 82828269Internet http www Chinalight Com Cn chi version dalian htmOurref WDF LLAugust23 2009theHeadofExportDepartmentBriddle Sawyer Co LtdFitzoryStreetLondon SW825DYGreatBritain Dearsir 100 CottonBedSheetsWethankyouforyourletterofAugust16 enquiringforthecaptionedgoods Theenclosedbookletcontainsdetailsofallourbedsheetsandwillenableyoutomakeasuitableselections Welookforwardtoreceivingyourspecificenquirywithkeeninterest Yoursfaithfully CHINANATIONALLIGHTINDUSTRIALPRIDUCTSIMPORT EXPORTCORPORATIONWangDafa DalianBranchManagerEnc AsStated CctoABCCompany ChapterTwoTheFundamentalandTechniquesofBusinessWriting WriteEffectiveBeginningsandEndingsBeginnings 1 Theopeningsentenceisusuallyintroductory Tocaptureareader sinterest itisbesttotellinthefirstsentencewhatinducedyoutowritetheletterandwhatareyourobjectives e g Wehavethepleasureofintroducingou