商务函电写作的7C原则.doc

精品文档商务函电写作的7C原则函电的作用，一是索取信息或传递信息，二是处理商务交流中有关事宜，三是联络与沟通感情。 商务函电的写作应掌握7C原则，即： 完整（complete） 正确（correctness） 清楚（clearness） 简洁（concreteness） 具体（concreteness） 礼貌（courtesy） 体谅（consideration） 完整：商务函电应完整表达所要表达内容和意思，何人、何时、何地、何事、何种原因、何种方式等。 正确：表达的用词用语及标点符号应正确无误，因为商务函电的内容大多涉及商业交往中双方的权利、义务以及利害关系，如果出错势必会造成不必要的麻烦。 清楚：所有的词句都应能够非常清晰明确地表现真实的意图，避免双重意义的表示或者模棱两可。用最简单普通的词句来直截了当地告诉对方。 简洁：在无损于礼貌的前提下，用尽可能少的文字清楚表达真实的意思。 清楚和简洁经常相辅相成，摒弃函电中的陈词滥调和俗套，可以使交流变得更加容易和方便。而一事一段则会使函电清楚易读和富有吸引力。 具体：内容当然要具体而且明确，尤其是要求对方答复或者对之后的交往产生影响的函电。 礼貌：文字表达的语气上应表现出一个人的职业修养，客气而且得体。最重要的礼貌是及时回复对方，最感人的礼貌是从不怀疑甚至计较对方的坦诚。商务交往中肯定会发生意见分歧，但礼貌和沟通可能化解分歧而不影响双方的良好关系。 体谅：为对方着想，这也是拟定商务函电时一直强调的原则：站在对方立场。在起草商务函电时，始终应该以对方的观点来看问题，根据对方的思维方式来表达自己的意思，只有这样，与对方的沟通才会有成效。 商务函电的种类包括：商洽函、询问函、答复函、请求函、告知函、联系函。从商务函电的具体使用功能来讲，又可分为：来函处理答复函、订货函、任命函、祝贺函、感谢函、介绍函、邀请函、联络函、致歉函、慰问函、唁函、推销函。商业英语之商业信函的书写原则（1）completeness实例解说：Cellulose Tape 1/2x 3yds, with plastic dispenser 700 doz./-ditto-but 1/2 x 5 yds, 1,000doz.这是出口商接到的一份定单中有关商品品名，规格和数量的内容。中文意思是：纤维素带（幅）宽半英寸，长码，带塑料包装容器，打；同上，但（幅）宽宽半英寸，长码，打。主要问题是后半句不清楚。ditto在这里表示前面提到的商品名称纤维素带，但不能包括带塑料包装容器，因此，幅宽半英寸长码的纤维素带是否有塑料包装容器没有说清楚，不完整。所以最好改成：Cellulose Tape 1/2x 3yds, with plastic dispenser 700 doz. Cellulose Tape 1/2 x 5yds，with plastic dispenser 1000 doz.这样即完正，又清楚明确，不会引起误解。商务英语之商业信函的书写原则（2）Clearness（一）避免使用可能产生不同理解或意义不明确的词汇例一As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.(从香港到旧金山有直达船，)但是bimonthly 究竟是一个月两次即半月一次呢，还是两个月一次？不明确。因此，最好清楚明白地说明一个月两次还是两个月一次：（a） We have two direct sailings every month from Hong Kong to San Francisco.（每月两次直达船）（b） We have semimonthly direct sailing from Hong Kong to San Francisco.（每半月一次直达船）（c） We have a direct sailing from Hong Kong to San Francisco every two month.（每两个月一次直达船）（二）注意修饰词的位置，有时修饰词的位置不同，会导致不同的含意如：a) Please let us know what you wish us to do about this matter as soon as possible;b) Please let us know as soon as possible what you wish us to do about this matter.以上两句中的 as soon as possible 修饰的内容不同：a) 你们要求我们尽快做些什么。b) 请尽快告诉我们。所以 a) 可译为请告你们要我们为此尽快做些什么； b) 可译为请尽快告知，你们要我们为此事做些什么。（三） 注意代名词，关系代词和先行词的关系按照英语习惯，句子中的代名词和关系代词一般是指离得最近的名词，因此要特别注意，以免引起误解或不清楚。例句：不好： They informed Messrs. John & Smith that they would receive an answer in a few days.较好： They informed Messrs. John & Smith that latter would receive an answer in a few days.(四)注意前后一致和紧凑，连贯不一致：Being a certified public accountant, I am sure you can help us.一致： Being a certified public accountant, you can surely help us. Or: As you are a certified public accountant, I am sure you can help us.（五）仔细和恰当地分段落（Paragraphing）商业书信要写得使人一读就明白，因此必须按照内容仔细和恰当的分段落，一般的分段落原则是一个段落一个意思（A paragraph for each point is a good general rule.）. 现举例说明：Dear Sirs,It is reported in a domestic newspaper that the Iranian Central Bank has instructed the commercial banks to suspend their business of opening a new letter of credit as from the 3rd May for financial reason of foreign currency. Although it is said that this arrangement would be a temporary one and with establishment of new import policy this emergency arrangement would be lifted, we are much concerned about the outcome of this movement toward restriction of import to Iran and shall be obliged if you will kindly keep us well advised of development of this new arrangement especially in connection with import from France.Yours faithfully,以上这封信只有一段，供两句。第一句39字，第二句66字。 读后虽然能基本了解其内容，但读起来很不舒服。信的内容大体有三点： 伊朗中央银行因外汇原因，通知个商业银行从五月三日起停止开立信用证； 这临时措施，新的进口政策一订，这个措施可能取消； 希望对方随时告之有关情况。按照这三点，适当地分分段落，把信重新改写一下，可能读起来比原来的清楚易懂：Dear Sirs,It is reported in a vernacular newspaper that the Iranian Central Bank has instructed the commercial banks to suspend their issuing new Letters of Credit as from the 3rd May because of its decreasing foreign currency funds. Furthermore it is said that the suspension seems a temporary one and will be released with establishment if a new import policy.We are much concerned, however, about the outcome of this movement toward restriction of import to Iran. We, therefore, shall be obliged if you will keep us well informed of development of this new state of affairs, especially in connection with imports from France.Yours faithfully商务英语之商业信函的书写原则（3）Correctness商业书信必须写得正确，因为它涉及到买卖双方的权利，义务，厉害关系，是各种商业单据（如合同）的根据。广义的说，商业书信的正确性表现在：（一） 运用正确的语言水平（二） 叙述得正确（三） 数字要正确（四） 正确理解和运用商业术语（五） 合适的写作技巧或方法，以及正确运用其他的六个。一正确的语言水平（） 正式的和非正式的语言水平所用词汇比较：Formal Informal.terminate 停止，结束，终止domicile n.住所，住宅；v. （使）定居deem 认为，相信transpire 发生；发散，泄露Conflagration n. 大火，大火灾，突发edifice 大厦，大建筑物endeavor 尽力，努力obtain; procure 获得，取得peruse 细读remunerate 酬劳utilize 利用subsequent 后来的，并发的ascertain 确定，深知contingent upon 视而定anticipate 预期；预定，预见，可以预料interrogate end 审问，询问Stophome 本国，产地think (or: believe) 认为，以为；相信happen 发生，碰巧，偶然FireBuildingtry 尝试，试图GetRead or studyPayUseNext or followingfind out 找出，发现，查明（真相），认识到，想出，揭发Depending on expect 期待，预期，盼望，指望Ask（） 正式的和非正式的语言比较Formal & Informal1) Will attain the age of 18 years. Will be 18 years old2) Render us more detail. We will institute a mail search. Send us more information. We will ask the post office to send out a tracer.3) We thank you in anticipation of this courtesy and assure you that it will be a pleasure to serve you in a similar manner. We shall appreciate your helping us. Let us know when we can return the favor.4) Inform me of your intentions as to the liquidation （清算）of this balance. Let me know when you can settle this account.5) Give consideration to a plan. Consider a plan6) This plan will effect a saving of $10,000. This plan will save $10,000.7) To effect certain modifications in a procedure contingent upon the concurrence of management. To make certain changes if management agrees.8) The conclusions ascertained from a perusal of the pertinent data (相应的资料) are that a lucrative (有利的) market exists for the product in this vicinity（邻近，附近，接近）.The data studied show that the product is in good demand in this area.（） 避免使用不标准的语言水平不要说 应该说aint isnt, arenthadnt ought shouldntirregardless regardlessno how anywayin regard to regardingcant hardly can hardlybetween you and Ibetween you and mewhere .at where下列是同一内容三种不同语言水平的比较参考：Formal: Although Item 12 is enumerated （列举）in the repor t, the writer has ascertained（确定，深知）that it is currently not in the organizations inventory （详细目录，存货，财产清册，总量）or in the writers possession（财产）.Informal: Although Item 12 is listed in the report, its not in our stock now and I dont have it either.Standard: Irregardless of the report that item aint on our shelves now, and I havent got it either.二 叙述得正确商业书信的内容要叙述得正确，既不要说得不够(Understatement)，更不要说得过头(Overstatement)。例一 This stove is absolutely the best (or: the very best) on the market.(这种炉子是市场上绝对最好的炉子。)这句话是用来介绍商品的，但没有具体介绍商品的性能，而是抽象地断定这种炉子是市场上最好的。这样介绍商品，不但不能达到推销的目的，反而使人对写信人有卖狗皮膏药的感觉。改写Our model A195 is designed on modern lines and gives, without any increase in fuel consumption, 25% more heat than the older models. So you will agree that it is the outstanding stove for economy of fuel.(我们的A195型炉子是按近代样式设计的，在不增加燃料消耗的情况下，比其他各种旧式炉子温度高25%。所以，你会同意，这是优良的节约燃料的炉子。)三 字要正确日常工作离不开数字。对商业书信中的数字的正确性要特别加以注意，有时失之毫厘，谬以千里。甚至引起不同的理解。（a）以上，以下，以前，以后，从。到。等的表达法$2 or (and) above(over) 二美元和二美元以上60 dozen or (and) up (upward, upwards) 60打和60打以上2% or (and) more 2和2以上an order for 50 gross or upward50罗或50罗以上的定单an order for not less than 50 gross不少于50罗的定单5% up to 10% inclusive5到10（包括5和10）over 5% up to 10% inclusive5以上到10（包括10）（b）from and including today(this date)从今日起（包括今日）on and from Nov. 10;从11月10日起on and after Nov.10; （包括11月10日）as from Nov.10 从毁约之日起as from the date of the breach（包括毁约之日）up to $40 inclusive; 到40美元up to the maximum of $40（包括40美元）止up to and including Nov.20 到11月20日止（包括11月20日）as from the 1st to the 15th of March inclusive;从3月1日到15日from the 1st to 15th of March both inclusive（包括1日和15日）during the period beginning on 从3月1日起到3月30日止March 1 and ending on March 30,这一期间（包括头尾两天。）both dates inclusive.四 理解和运用商业术语一般常用的商业用语用字简洁，意义明确，使用得好，工作进行得顺利，使用得不好，就会引起混乱，误解，甚至产生不必要的纠纷，如：You ask very short delivery for your order.写信的人原意是说你们要求赶快交你们的定货。可是short delivery不是快点交货的意思，而是短交的意思，这就用错了商业术语。因此，应该说：Your require quick (prompt) delivery of your order.五 合适的写作技巧或方法，以及正确运用其他的六个(1) 非英语国家的人学英语中普遍的弱点之一是不能正确地拼写（spelling）每一个英文字。拼写正确与否是一个很重要的问题。有时，一不小心，拼写错了，会误大事或出笑话。 你想买靴子，英文应该是BOOTS，要是拼写成BOATS就变成你想买船了。怎样才能正确地拼写？最好的办法是读得仔细，注意每个字的正确拼法及字母排列。要注意音节(syllables)字根(roots)前缀(prefixes)后缀(suffixes)有人就此写了首打油诗做了个总结I before EExcept after COr when sounded as AAs in neighbor or weigh.其基本意思是说除了在字母C之后或是发音是ei 之外，通常是I在E之前。现举例说明：(a) ie 发音i:achieve， grieve， retrieve 重新得到believe， niece， shieldbrief， piece， shriek 尖声叫喊，耸人听闻的报道chief， pier桥头， siege包围，围城，长期努力，不断袭击；包围，围攻field， pierce刺穿，刺破，穿透突破， thieffiend魔王，魔鬼，撒旦， relieve， wield挥fierce凶猛的，猛烈的， reprieve缓刑，暂减，（痛苦，烦恼的）暂缓， yield(b) ei 发音i:Ceiling, conceive构思，以为，考虑, deceive欺骗，行骗, perceive察觉，感知，感到，认识到, receive(c) ei 发音eiFeint假装, obeisance敬礼，鞠躬, sleigh雪橇Freight货物，装货, reign, veilinveigh猛烈抨击，痛骂，谩骂, rein, weighNeighbor, skein（一）束（一）群, weight例外：either, fiery, foreign, friend, heifer, height, inveigle, leisure, seize, sovereign, weird.又如以ceed, cede,和sede结尾的动词中，只有三个普通的动词以ceed结尾，即：Exceed, proceed和succeed结尾的，如： acced, concede, intercede调解, precede, recede.名词的复数形式也得注意，否则也要出错。不过如何把名词的单数变成复数还是有规律的。（a） 绝大部分的名词从单数变为复数时，只要在词尾加个s就行了。如：hat, hats; acrobat, acrobats; banana, bananas.（b） 单数名词的字尾是s, ch, x或z的复数，通常是加es, 如：mass, masses; patch, patches; tax, taxes; buzz, buzzes.（c） 以y结尾的y前是辅音字母的单数名词变复数时，把y去掉改为I再加es，如：city, cities； community, communities.（d） 以y结尾的y前是元音字母的单数名词变复数时，只要在字尾加s, 如：money, moneys.（e） 以o结尾的而o前是元音字母的单数名词，在字尾加s就变为复数，如：radio, radios.（f） 以o结尾的而o前是辅音字母的单数名词变成复数时，应加es, 如：buffaloes, calicoes（印花布，白棉布）, cargoes, dominoes（多米诺骨牌）, echoes, embargoes, heroes, jingoes, mosquitoes, mottoes(mottos), mulattoes, potatoes, tomatoes, tornadoes, torpedoes, volcanoes.但有例外如：banjos, bolos, cantos, contraltos, dynamos, gigolos, octaves, pianos, quartos, silos, solos, sopranos, zeros.（g）绝大多数以f结尾的名词，从单数变为复数时，把f换成v再加上es，如：half, halves, scarf, scarves(or : scarfs) ; self, selves ; sheaf, sheaves ; thief, thieves ; wolf, wolves.但有例外如：beliefs, chiefs, dwarfs, griefs, handkerchiefs, hoofs, mischiefs, roofs, staffs（h） 专有名词一般在字尾加s，构成复数，但以ch, s, x或z结尾的专有名词，则要加es如：the Kellys, the six Marys, the Finleys, the Harrises, the Foxes, the Heinzes.( i ) 字母，数字，记号或其他作这种用途的字的复数形式是在字尾加s，如：three ms; two2s; ifs and ands.( j )某些外来字还保留其原来的复数形式：agendum-agenda focus-focialumna-alumnae locus-locialumnus-alumni hypothesis-hypothesesanalysis-analyses larva-larvaeaxis-axes parenthesis-parentesesbacterium-bacteria phenomenon-phenomenabasis-bases radius-radiichassis-chassis stratum-stratacrisis-crises tableau-tableauxdatum-data thesis-theses复合名词的复数通常是其中的主要字用复数形式，如：Fathers-in-law; hangers-on; passers-by; by-standers; solicitors general; attorneys general (or: attorney generals); major generals; Knights Templar.但也有都用复数形式的，如：Manservant, menservants; woman-servant, women-servants以上例子说明，英语的拼写是有一定规律的，只是多加注意，便可以逐渐掌握其规律。但是，任何规律都有其相对的例外，这就需要特别下工夫。有人把这些不规则的内容编了一首打油诗，现转录下来，供参考。Well begin with a box and the plural is boxes,But the plural of ox should be oxen not oxes.Then one fowl is a goose but two are called geese,Yet the plural of mouse should never be meese.You may find a lone mouse or a whole set of mice,But the plural of house is houses not hice,If the plural of man is always called men,Shouldnt the plural o a pan be called pen?If I speak of a foot and you show me your feet,And I give you a boot would a pare be called beet?If one is a tooth and whole set are teeth,Why should not the plural of booth be called beeth?Then one may be that and three would be those,Yet hat in that plural wouldnt be hose.And the plural of cat is cats and not cose.We speak of a brother and also of brethren,But though we say Mother we never say Methren,Then the masculine pronouns are he, his, and him,But imagine the feminine, she, shis, and shim.So English I fancy, you all will agree,Is the funniest language you ever did see.() 正确使用大写（Capital Letter）一般在每一句，每一个直接引语，每一行诗的第一个字要大写，人的称呼或头衔，书名等要大写，专有名词要大写，月名，星期几要大写，代词要大写。这是使用英语必须具备的起码的知识。因此，大写使用的正确与否，也是英语水平问题。除了上述一般大写规律以外，在商业书信英语中的大写，还有其本身的特点，现说明于下：（）North, South, East, West这四个字作为一般方向用时小写，但是当它们作为一个地理概念表示北方地区，南方地区，东方地区，西方地区，或专有的地名联用时，就必须大写。例Cotton is the principal crop in the South; it is also grown extensively in the Southwest and in the Southern California(棉花是南部各州的重要作物，西南各州和加利福尼亚南部也广泛种植。)（）商品名称从语法上讲，一般的商品名称（非专有名词）没有必要大写。在商业书信中为了强调（）或要促使对方注意，商品名称常常大写。例We have seen your advertisement in the Textile World and should be glad if you would send us patterns of Ladies Woolens with your best terms.(我们看到你们在织物界杂志上的广告，请寄妇女用毛织物样本并告最优惠的价格条件。)（）文件名称例we have quoted our best terms on the enclosed Price List.（我们已随函寄送价目表报最优惠价格条件。）( D ) 公司，团体，城市名称省略时大写例The Company will pay you $100 annuity.该公司将付给你年金100美圆。（）职务名称例There is enclosed a letter from Mr. H.A.Anderson, President, National City Bank of New York.(同函附上花旗银行行长安得逊先生所写书信一封。)（）船名例We have shipped the goods by the m.v.London Maru of OSK.（货已由大阪轮船公司的伦敦丸轮装运。商业信函的书写原则（4）Conciseness简洁是有客观标准的。虽然西方国家的作者之间在怎样用词才算简洁方面还是有争论的，不过他们的一些看法还是有一定参考价值的。现在把他们所做的某些词句的不简洁的比较列在下面做参考：不简洁 简洁enclosed herewith enclosed enclosed you will find enclosed isplease dont hesitate to call upon us please write usplease feel free to write prior to please write beforethis is to advise you (five wasted words)under separate cover separatelya long period of time a long timecontinuous and uninterrupted continuous (or uninterrupted)during the year of 1971 during 1971endorse on the back of this check endorse this checkfor a price of $300 for $300grateful and appreciative grateful(or: appreciative)immediately and at once immediately (or: at once)in(for) the moment of $400 For $400in the city of Chicago in Chicagoaccording to our records we findat this time nowdue to the fact that becauseduring the time that whilefor the purpose of for, tofor the reason that since(or; because)下面是某些作者认为应该用和不应该用的：不应该用 应该用Averting to your favor Referring to your letterThe writer wishes to acknowledge Thank you for your letterWe are in receipt of We have receivedWe beg to acknowledge We have to acknowledgeWe beg to inform you We are writing to inform youWe beg to thank you We thank youYour letter to hand We have received your letter怎样才能使商业书信简洁？ 西方国家作者有很多建议，先介绍如下：（一） 避免使用陈旧的商业术语陈旧的与传统的商业术语（Commercial jargon）对信的内容没有什么作用，应该避免使用。例一：Wordy: We wish to acknowledge receipt of your letter of November 14 with the check for Stg.10 enclosed and wish to thank you for same.Concise: We appreciate your letter of November 14 and the check for Stg. 10 you sent with it.例二：Wordy: We take liberty to approach you with the request that you would be kind enough to introduce to us some exporters of cotton textiles in your cities.Would you please introduce to us some exporters of cotton textiles in your city?Concise: (a) Please introduce to us some exporters of cotton textiles in your city.(b)Would you please introduce to us some exporters of cotton textiles in your city?（注：此类简洁的表达方式很多。）（二） 要长话短说，避免罗嗦通常商业人士每天需要阅读大量的书信，对开门见山，长话短说，直接切题的信特别欢迎。因此，写信要力求长话短说，例如：不要写：Please see that an enquiry is conducted to determine the reason. 应写作：Please find out the reason.不要写：We express our regret at being unable to fulfill your order on this occasion. 应写作：We are sorry we cannot meet your present order.要使用简洁的语言，有可能的话， 尽量使用单词来代替某些娇柔做作的短语如：Will you be good enough to-PleaseCome to a decision-decideExpress a preference for-preferFor the reason that-because删去不必要的形容词，如下列句子中的形容词或副词删去后并不影响句子的原意：The proposal is under (active) consideration.The answer is (definitely) correct.I would (rather) think the fare is too high.The (true) facts are as stated（三） 要注意每句句子的长短例如：We would like to know whether you would allow us to extend the time of shipment for twenty days, and if you would be so kind as to allow us to do so, kindly give us your reply by cable without delay.这句话过分客气，使句子过长而不清楚。内容要求对方同意延期交货20天，一般情况下，应尽可能提出延