浅谈商务英语函电写作的七C原则及其运用.doc

.毕业论文Seven “C”s Principles of Business English Correspondence and Its Application浅谈商务英语函电写作的七C原则及其运用 学院 ） 专业 级 班学生姓名 学 号 指导教师 职 称 完成日期 Abstract: With the acceleration of economic integration process of the world, business activities are also increasing frequently. During the exchanges and cooperation with foreign business, Business English Correspondence has helped to open up the international market for traders. Business English Correspondence has become the essential tool for the business activities and conveys the necessary messages for every enterprise rapidly, exactly and particularly. An appropriate Business English Correspondence plays a more and more important role in communicating and it is the key to the success of a business. This paper analyzes seven “C” s principles of Business English Correspondence courtesy, consideration, completeness, clarity, conciseness, concreteness, correctness. It is hoped that the detailed illustrations would help to improve the writing skills and the enterprises will get more business chances in the international trade. Furthermore, it is also extremely important to take a correct learning and working attitude, do more theory-based practicing and pay attention to the suitable strategy.Key Words: Business English Correspondence; Writing Principles; Suggestions【摘要】随着全球经济一体化进程的加快，各种商务活动也日渐频繁。在对外商务交流和合作中，商务英语函电为国际贸易商进一步开拓了国际市场。商务英语函电为各个企业迅速、准确、细致地传递着各方所需的信息，成为了国际商务交往中必不可少的联系工具。一封得体的商务英语函电不仅能够起到沟通交流的基本作用，而且直接关系到一笔生意的成功与否。本文深入阐释了商务英语函电写作中应该遵循的七个原则，即礼貌、体贴、完整、清晰、简洁、具体和准确, 希望通过详细的例证分析可以帮助提高商务函电的写作技巧从而使企业在国际贸易中获得更多的商业机会。此外，培养积极的学习和工作态度，注重理论联系实际，讲究谋略也是十分重要的。【关键词】商务英语函电；写作原则；建议ContentsIntroduction.11. General Introduction of Business English Correspondence.1 1.1 Definition of Business English Correspondence.1 1.2 The Transformation of Business English Correspondence.1 1.3 The Main Characteristics of Business English Correspondence.21.3.1 Professional Knowledge.21.3.2 Manifestation Diversity.21.3.3 Cultural Difference.21.3.4 Legal Characteristics.3 1.4 The Functions of Business English Correspondence.32. The Seven “C”s Principles of Business English Correspondence and Its Application.42.1Courtesy.42.2Consideration.62.3Completeness.7 2.4Clarity.9 2.5Conciseness.10 2.6Concreteness.12 2.7Correctness.133. Suggestions in Writing Business English Correspondence.16 3.1Correct Attitude.16 3.2Theory-based Practicing.16 3.3Strategy.16Conclusion.17Bibliography.18Acknowledgement.19;.Introduction: After joining the World Trade Organization, the world will open roundly and China will deeply blends in international economy life to a wider area. Our foreign exchanges and cooperation have a greater development in the economic, cultural, education. As the major language used in international trade, Business English is a very important tool in the foreign economic activities. Business English Correspondence is one of the most common ways of communications. It has become an important media for communicating and developing business, concluding the business and establishing friendly and cooperative relations between countries. The better understanding of the characteristics of Business English Correspondence can help to communicate in a more smoothly, effectively, agreeably way and promote the realization of business and the success in career. This paper consists three parts. The first part is the general introduction of Business English Correspondence with the purpose of providing some background knowledge. This part is the theoretical foundation for the following parts of the thesis. Part two will introduce the seven “C” s principles courtesy, consideration, completeness, clarity, conciseness, concreteness, correctness on writing Business English Correspondence and its application through detailed illustrations. And part three is some suggestions for writing Business English Correspondence.1General Introduction of Business English CorrespondenceThere is a brief introduction to Business English Correspondence with the purpose of providing some background knowledge about it. 1.1 Definition of Business English CorrespondenceBusiness English Correspondence, briefly speaking, refers to the correspondence between importers and exporters with professional trade English in the economic activities of foreign trade. It mainly includes the negotiation letter, inquiry letter, reply letter, request letter, inform letter, contact letter etc. through telegram, telex, letter, fax, Emails and so on. It plays an intermediary role in linking up with importers and exporters in foreign trade. Business English Correspondence involves in establishing business relations, inquire, offer, counter offer, acceptance, carry out an order, place the order, freightage, insurance, payment, claims etc.1.2 The Transformation of Business English CorrespondenceEverything is changing in the world, and Business English Correspondence is not an exception. Since the first day of its use until these days, Business English Correspondence has changed a lot in many aspects.Firstly, the style of Business English Correspondence has changed. In the past, Business English Correspondence was rather stiff and formal. The whole writing was quite rigid, impersonal and stereotyped just to show the formality. Nowadays, people are pursuing a courteous, personal and concise style in the writing. The trend today is using reasonable tact and diplomacy to state the issue as clearly and as simply as possible. The traditional writing has been gradually replaced by a more straightforward and clear way. Secondly, with the development of technology, the transmitting method of Business English Correspondence has also changed. From the letter to fax, until todays e-mail, information is being transmitted more conveniently. Essentially, fax and e-mall are all Business English Correspondence as far as their contents are concerned. 1.3 The Main Characteristics of Business English CorrespondenceBusiness English Correspondence has many similarities with the ordinary correspondence, but it also has its own characteristics that the ordinary correspondence does not have. Business English Correspondence is the correspondence with professional trade English to trade with each other in the economic activity of foreign trade through telegraph, telex, letter, fax, E-mail etc. 1.3.1 Professional KnowledgeBusiness English Correspondence is a correspondence used in international trade business and relate to the international trade affairs and run through establishing business relationship, inquire, offer, counter offer, place the order, sign the contract, freightage, payment of the price, customer service etc. This requires the writer should know the knowledge about international trade well. Consider the following example：(1) Please quote us your best FOB prices.(2) We are in possession of the L/C established on July 10.In these examples, “FOB” is short for “Freight On Broad”. It is a trade terms. The trade terminology is refers to with a concept or English abbreviation showed the responsibility, the risk, the expense undertake one kind of technical term. The word “L/C” is short for “Letter of Credit”. A letter of credit is basically a document is used by a bank guaranteeing a clients ability to pay for goods or services. E.g.: UR TLX SEP 29 RCVD. THK U FR SUG. PROJ OF JV IS UNDR CONID. V WL RPL TO U ASAP. （王益民,1996）This sentence means:Your telex of Sept.29 has been received. Thank you for your suggestion. The project of joint venture is under our consideration. We will give you a reply as soon as possible. This is a telex in foreign trade, so larges of simplified words were used such as “THK U” means “thank you”, “ASAP” means “as soon as possible”. 1.3.2 Manifestation DiversityFrom the content point of view, the common forms of business correspondence mainly contain the consultation letter, inquiry letter, reply letter, request letter, inform letter, contact letter etc. From the transmission point of view, it can be divided into mail post, express delivery, telegram, E-mail and real-time online contacts.1.3.3 Cultural DifferenceBusiness English Correspondence is mainly used in the business communication during the international trade so it is related to the foreign enterprise. It aims at realizing the communication and the interaction between the person from the different cultures and backgrounds. That is to say, an effective Business English Correspondence not only reflects the ability of using language but also a trial of communication skills especially in the cultural differences with the international trading partner for the employees. For example: (1) Respected Mr. Chairman(2) Your distinguished company(3) Manager Lee In China, courtesy of modern behavior to some extent, still follow a top to bottom there is justice, who as high or low, seniority principle. But in western countries, they believe all men are created equal. They usually address the person as Ms. or Mr. and his or her last name. E.g.: We hope our goods will turn out to your entire satisfaction. In this sentence, although the writer has confidence in the products, but in China, in order to be more modest, the writer uses the word “hope”. But the Americans or English may regard that the products are not so good. So the writer should use some phrases such as “we trust”, “we are sure”, “we assure you that” etc. 1.3.4 Legal CharacteristicsFundamentally, market economy is legal economy. Especially the complex economic activities during the international trades need specification by the law. Business English Correspondence is an important tool of the economic interactions and it can be the evidence of international trade and with the prominent legal characteristics and certain legal effect. Everyone should comply with the provision of Chinese laws and regulations and the national business system of trade partners. The terms should be followed the international practices and laws and regulations1.4 The Functions of Business English Correspondence in Foreign TradeBusiness English Correspondence plays a very important role in foreign trade. To be more specific，Business English Correspondence serves the following five purposes:1.4.1 As a Window of InformationWith the acceleration of the process in economic integration, globalization has become overwhelming fact. The fluctuation in any countries will have a major impact on other countries trade. Under such circumstances, Business English Correspondence is more than a simple communication tool but is a window that obtains the information. A slight move in one part may affect the whole situation. For the enterprise, any changes in the foreign trade are important commercial information. Though deliberating on the Business English Correspondence, we can have a better understanding of their conditions and alterations.1.4.2 Reduce the Cost and Improve Work EfficiencyBusiness English Correspondence is not only a window that enterprises obtain the information but also a good way to reduce the cost and improve work efficiency. It is more convenient than the traditional letter. There are many ways of communication for importers and exporters such as sending visiting groups to each other, contacting in trade fairs, having a special face to fact talk etc. However, Business English Correspondence is the most commonly used one. On the other hand, it can be easily stored and reduce the management of mails and save much of the working time; it can be easily classified to avoid the mistakes during the work and improve work efficiency; its permanent preservation is convenient for establishing the long-term relation with more clients; its timely transmission have saved the communication and exchange time during the trade, speeded up the efficiency of the enterprise and reduced the cost.1.4.3 Convenient to Find New ClientsWith the speeding-up of the economic globalization and the global networking trend, e-commerce develops rapidly. The impacts of Business English Correspondence are also expanding gradually. Through the various uses of communications, Business English Correspondence makes the communication of international trade faster and convenient as well as convenient for acquiesce and connecting with partners to set up a communication bridge. In the foreign trade, enterprises can find customers information through the Internet or be introduced form the third-party and contact with customers directly. However, long-term business relationship can be established only after effective communication with each other by certain ways. 1.4.4 Promote the Growth of Foreign Trade EconomyIn the new circumstances, with the development of Electronic Communication and technological, enterprises can improve the construction of network information system on the basis of telephones and faxes. Currently, enterprises already used to display themselves, distribute information through the network platform. The emergence of the Business English Correspondence makes the transfer of the information among partners and the exchange of the demand and supply information faster all over the world. With the further acceleration of the Business English Correspondence, numerous of small or medium-sized enterprises come into the oversea markets to look for new trade partners and establish good strategic partnerships to promote the increase of foreign trade economy growth rapidly. 1.4.5 Accelerate the Progress of the Globalization of TradeInternational trade is different form the cooperation between our domestic enterprises because it cannot constantly communicate face-to-face among the enterprises. After all, the cost and the time are the crucial factors that determine the economic profit. The complex communication methods of traditional trade would result in slowing the speed of the globalization of trade. Business English Correspondence overcomes the limitation of time and space, simplifies the complicated procedure, saves the transaction cost, increases the speed of the transaction, guarantees the running of the transaction and avoids losing and damaging of the information. Foreign trade activities as well as the communications and cooperation between nations become increasing frequently nowadays. The development and application of Business English Correspondence gradually promoted the development of the world economy, promoted more international cooperation and dramatically accelerated the process of economic globalization.2. The Seven “C”s Principles of Business English Correspondence and Its ApplicationThis part introduce the seven principles - courtesy, consideration, completeness, clarity, conciseness, concreteness, correctness and focus on the techniques that can make a Business English Correspondence more courtesy, considerate, complete, clear, concise, concrete and correct.2.1 CourtesyDuring the writing Business English Correspondence and even the whole business activities, courtesy play an important role. Courtesy can not only promote the friendship and make more friends, but also improve the corporation image, and help to strengthen old trade relation and establish a new one. Courtesy is not just a greeting. It is skillfully expressing the sincere friendship, genuine thank, genuine manners, considerate understanding and heartfelt respect.To achieve courtesy, the following suggestions should be followed.2.1.1 Commanding Tone and Precative MoodA commanding tone seems tough and imposes your views on others. While using precative mood not only express the meanings clearly but also show the respect at a more modest tone. Using “Please”, “Will you”, “Will you please”, “Would you be interested in ” etc. can help to achieve this.(1) Send us your catalogue of your products.Will you please send us your catalogue of your products?(2) Quote us your most favorable price.Please quote us your most favorable price.(3) You are requested to make us the most favorable offer, stating origin, packing, detailed specifications, quantity suppliable and the earliest time of shipment.Would you please make us the most favorable offer, stating origin, packing, detailed specifications, quantity suppliable and the earliest time of shipment?（王静岩 ，2010）The first sentence in each example uses a commanding tone that imposes the views on others, it is extremely unfavorable to establish the business relationship an