国际商务英语(张永莉).ppt

1,主编张永莉张中强,上海财经大学出版社,国际商务英语,2,UnitOneINTERNATIONALBUSINESS1.1WhatIsInternationalBusiness?1.2TheScopeofInternationalBusinessActivities1.3CommercialRisk1.4CommercialCredit1.5InternationalBusinessManagement1.6ABriefIntroductiontoWTO,3,1.1WhatIsInternationalBusiness?,1.1.1BasicConceptsonInternationalBusinessTherationaleforinternationalbusinessbetweennationscentersonspecialization,absoluteadvantageandcomparativeadvantage.,4,1.1WhatIsInternationalBusiness?,1.1.2ReasonsforRecentInternationalBusinessGrowthExpansionofTechnologyLiberalizationofCross-BorderMovementsOtherReasons,5,1.2TheScopeofInternationalBusinessActivities,1.2.1TradeinGoodsandTradeinServicesInternationalbusinessactivitiesconcernaboutthetradeoperationsofbothimportandexport,whichincludesthepurchaseandthesaleofbothvisibleandinvisiblegoods.Purchaseandsaleofvisiblegoodsiscalledtradeingoods,whilepurchaseandsaleofinvisiblegoodsiscalledtradeinservices.,6,1.2TheScopeofInternationalBusinessActivities,1.2.2InternationalInvestmentInternationalinvestmenthasacrucialimpactonanationsbalanceofpayments.Whenforeigndirectinvestment(FDI)ismade,capitalentersacountry,enablingittoimportmanufacturedmaterialstobuildanewmanufacturingplantandtopayworkers.FDIflowstodevelopingcountrieshavebeenheavilyconcentratedintwosectors.,7,1.2TheScopeofInternationalBusinessActivities,1.2.3CulturalConflictsinInternationalBusinessCulturalConflictinNegotiationCulturalConflictinMarketingCulturalConflictinBusinessAdministrationCulturalConflictsinBusinessPublicRelations,8,1.3CommercialRisk,Thespecialriskelementsconfrontedininternationalbusinessactivityincludefinancial,political,regulatoryandtaxrisks.Thefinancialriskelementsinvolvebalance-of-paymentsconsiderations,varyingexchangerates,differentialinflationtrendsamongcountriesanddivergentinterestrates.,9,1.4CommercialCredit,1.4.1WhatIsCommercialCredit?Commercialcreditissometimesreferredtoasbusinesscreditorcommerciallending,whichisameasureofanorganizationsabilitytoobtaingoodsorservicesbasedonapromisetopayforthemlater.Itsmainformsincludepurchasedmerchandiseonaccount,advancesonsalesandcommercialbill.,10,1.4CommercialCredit,1.4.2TheReasonofUsingCommercialCreditWiththeemergenceofthecommercialcredit,theenterprisescanoffereachothercredit,whilesolvingtheproblemofinconsistenciesduringtheprocess.,11,1.4CommercialCredit,1.4.3TheMainBodiesofCommercialCreditThemainbodiesofcommercialcreditarebusinessenterprises.Unlikeitemsandservicesobtainedusingpersonalcredit,thoseacquiredwithbusinesscreditaremeanttobeusedforcommercialreasonsonly.Insomecases,theownerorownersofabusinessareheldpersonallyliableforthedebtsofthebusiness.,12,1.4CommercialCredit,1.4.4TheProtectionofCommercialCreditProtectingthecommercialcreditisoneofthemostimportanttasksthatmoderncompaniesface.Thejudicioususeofcommercialcreditensuresthatacorporationhasresourcestocalluponwhenatemporarydownturninsalestakesplace,orwhenanopportunitytoexpandoperationsinordertotakeadvantageofmarketchangestakesplace.,13,1.5InternationalBusinessManagement,1.5.1IntroductionThemainconcernsareenvironment,processandregularityoftheinternationalbusinessactivities.Peoplewhoareoccupiedininternationalbusinessmanagementmusthavesomeabilities.,14,1.5InternationalBusinessManagement,1.5.2ImportanceofInternationalBusinessManagementChinawillbemoreheavilyinvolvedinworldeconomicandtradeactivities.Ononehand,moreandmorefamousenterprisesaresituatedinChinainformsofforeigninvestment,jointventure,corporationandsoon.Ontheotherhand,Chineseenterprisesaremovingtowardstheinternationalization.,15,1.6ABriefIntroductiontoWTO,1.6.1WhatisWTO?TheWorldTradeOrganization(WTO)istheumbrellaorganizationresponsibleforoverseeingtheimplementationofallthemultilateralagreementsthathavebeennegotiatedintheUruguayRoundandthosethatwillbenegotiatedinthefuture.,16,1.6ABriefIntroductiontoWTO,1.6.1WhatisWTO?TheWorldTradeOrganization(WTO)dealswiththerulesoftradebetweennationsataglobalornear-globallevel.ThereareanumberofwaysoflookingattheWTO.NegotiationforumAplacetooperateasystemoftraderulesAplacetohelpsettletradedisputes,17,1.6ABriefIntroductiontoWTO,1.6.2PrinciplesoftheTradingSystemTradewithoutDiscriminationMost-favored-nation(MFN)NationaltreatmentTransparencyPredictableandgrowingaccesstomarketsFreetradePredictability,18,1.6ABriefIntroductiontoWTO,1.6.3MajorFunctionsPromotingFairCompetitionEncouragingDevelopmentandEconomicReform,19,UnitTwoINTERNATIONALTRADE2.1Introduction2.2BusinessPreparatoryWork2.3BusinessNegotiationandEstablishmentofContract2.4ExportandImportDocumentation2.5ThePerformanceofanExportContract,20,2.1Introduction,2.1.1DefinitionandCharacteristicsofInternationalTradeInternationaltrade,alsoknownasworldtrade,oroverseastrade,isthefairanddeliberateexchangeofgoodsandservicesacrossnationalboundaries.Itconcernstradeoperationsofbothimportandexportandincludesthepurchaseandsaleofbothvisibleandinvisiblegoods.,21,2.1Introduction,2.1.1DefinitionandCharacteristicsofInternationalTradeThefundamentalcharacteristicmakinginternationaltradedifferentfromdomestictradeisthatinternationaltradeinvolvestransactionsthattakeplaceacrossnationalborders.,22,2.1Introduction,2.1.2ReasonsforInternationalTradeResourcereasons.Economicreasons.Otherreasons,includingpoliticalobjectives,tastes,preferencesandconsumptionpatterns.,23,2.1Introduction,2.1.3BasicConceptsofInternationalTradeExportandimportValueofforeigntradeQuantumofforeigntradeBalanceoftrade,24,2.1Introduction,2.1.4ClassificationofInternationalTradeExporttrade,importtradeandtransittradeDirecttrade,indirecttradeandentrepottradeTangibletradeandintangibletradeBartertradeandfree-liquidationtrade,25,2.1Introduction,2.1.5BasicProceduresofExportBusinessPreparationforexportNegotiationoftermsandconditionsfortheformationofacontractforexportbusinessFulfillmentofacontractforexportbusiness,26,2.1Introduction,2.1.6BasicProceduresofImportBusinessPreparationforimportNegotiationoftermsandconditionsfortheformationofacontractforimportbusinessFulfillmentofacontractforimportbusiness,27,2.2BusinessPreparatoryWork,2.2.1MarketResearchEvaluationofthetargetmarketisthefirststepinimplementingprofitableimportorexportplans.Informationconcerningthefollowingsubjectsmaybevaluablefordecidingthetargetcountry:culturalbackgroundandeconomicsituations,politicalclimateofthecountry,currentimportandexportstatistics,governmentpolicyoninternationaltrade,andinformationontradebarriersandrestriction.,28,2.2BusinessPreparatoryWork,2.2.2CreditInquiryIninternationalbusiness,creditinquiryismadebytradersrequestingthefinancialposition,credit,reputationandbusinessmethodsofotherfirms.,29,2.2BusinessPreparatoryWork,2.2.3MakingContactsMakingcontactsisaprocessthatbothreinforcesthecreditinquiryofcertainfirmsandestablishesbusinessrelationswiththem.,30,2.3BusinessNegotiationandEstablishmentofContract,Businessnegotiationisabargainprocessinvolvingpotentialparties(buyerandseller)toacontractwithanaimofcomingintoanagreementonprice,payment,quantity,qualityandothertermsorconditionsofasale.Toreachanagreementinthebusinessnegotiation,inmostcases,fivestagesareneeded:enquiry,offer,counter-offer,acceptanceandconclusionofacontract.,31,2.4ExportandImportDocumentation,Documentationisaninvisiblepartofinternationaltrade.Itreferstothepreparationandexaminationofdocumentsinvolvedinatransaction.Themajorpurposeofdocumentationistoprovideaspecificandcompletedescriptionofthegoodssothattheycanbecorrectlyprocessedfortransport,insurance,payment,customsclearance,etc.,32,2.4ExportandImportDocumentation,2.4.1GovernmentControlDocumentsGovernmentcontroldocumentsnormallyincludeimportlicense,foreignexchangelicense,exportlicense,certificateoforigin,inspectioncertificate,consularinvoiceandcustomsinvoice.,33,2.4ExportandImportDocumentation,2.4.2CommercialDocumentsCommercialdocumentsaregenerallyissuedbytheimporter,theexporterorsomerelevantnon-governmentalbusinessorganizations.Commercialdocumentsmayincludeproformainvoice,commercialinvoice,qualitycertificateandweightcertificate.,34,2.4ExportandImportDocumentation,2.4.3FinanceDocumentsQuiteafewfinancedocumentsareusedtoensurethattheexporterreceivesfullandtimelypaymentfortheshipmentininternationaltrade.Thesedocumentsareusuallyissuedbybanksorexporters,includingapplicationformforinternationalmoneytransfer,drafts,bankersdraft,commercialdraft,sightdraft,timedraft,applicationfordocumentaryletterofcreditandletterofcredit.,35,2.4ExportandImportDocumentation,2.4.4TransportationDocumentsAfewcommonlyusedtransportationdocumentsarelistedbelow:shippingnote,packinglist,billoflading,consignmentnote(rail,road),airwaybill,parcelpostreceipt,combinedtransportdocuments,andarrivalnotification.,36,2.4ExportandImportDocumentation,2.4.5InsuranceDocumentsThecargoinsurancedocumentisacontractwherebytheinsurer(insurancecompany),onthebasisofapremiumpaid,undertakestoindemnifytheinsuredagainstlossfromcertainrisksorperilstowhichthecargoinsuredmaybeexposed.Itisanindispensableadjunctofinternationaltrade.Therearethreeimportantinsurancedocuments:insurancepolicy,insurancecertificateandopenpolicy.,37,2.5ThePerformanceofanExportContract,Performanceoftheestablishedcontractisanindispensablesteptobothpartiestorealizetheeconomicbenefitfrominternationaltradeanditisboththeeconomicbehaviorandthelegalacttothepartiesconcerned.,38,2.5ThePerformanceofanExportContract,2.5.1ExportProceduresCargoreadinessL/CCustomsclearanceShippingInsuranceDocumentandpayment,39,2.5ThePerformanceofanExportContract,2.5.2ImportProceduresImportlicenseL/CTransportationpreparationInsurancePaymentCustomsclearanceInspectionandtakingdeliveryClaimSettlementofdisputes,40,UnitThreeBUSINESSNEGOTIATION3.1OverviewofBusinessNegotiation3.2ThePrinciplesofBusinessNegotiation3.3PreparationforNegotiation3.4GeneralProceduresinBusinessNegotiation3.5NegotiationStrategiesandtactics3.6LanguageforNegotiation3.7CulturalInfluenceonNegotiation,41,3.1OverviewofBusinessNegotiation,3.1.1WhatisNegotiation?Negotiationistheprocessweusetosatisfyourneedswhensomeoneelsecontrolswhatwewant.Wheneverpeopleexchangeideaswiththeintentionofchangingrelationships,whenevertheyconferforagreement,theyarenegotiating.Theabilitytodealwithbusinessaffairs,toarrangebydiscussionthesettlementofterms,toreachagreementsthroughtreatiesandcompromise.,42,3.1OverviewofBusinessNegotiation,3.1.2TheImportanceofBusinessNegotiationNegotiationisadynamicprocessofadjustment.Itisinthemutualinterestofparticipantstocometosomeagreementandthisprovidesacooperativeaspect.Successinnegotiationisseennottobemeasuredinpointsscoredoffonesopponent,butinthecontributionthatthenegotiationitself.,43,3.2ThePrinciplesofBusinessNegotiation,Win-winPrincipleEqualityPrincipleSincereCooperationKeepItFlexibleandFluid,44,3.3PreparationforNegotiation,3.3.1SelectingMembersoftheNegotiatingTeamComposingPrinciplesofNegotiatingGroupTheCompositionoftheNegotiatingGroupToorganizethenegotiatinggroupandtodividetheworkTheQualitiesofNegotiatingMembers,45,3.3PreparationforNegotiation,3.3.2IdentifyingtheNegotiationIssuesandObjectivesAnissueisanyassertionaboutwhichyouandyourcounterpartdisagree.Incontrast,nonissuesareassertionsaboutwhichbothpartiesagree.Issuesarethebasesforthedifferencesofbothpartiesnegotiationpositions.Becauseofthat,youmustidentifythekeyissuesthateffectthosepositionsbeforeyoudevelopyourpre-negotiationobjectives.,46,3.3PreparationforNegotiation,3.3.3GatheringInformationOncethenegotiatingteamhasbeenorganized,thefirstandmostimportantstepinpreparingforaspecificnegotiationisgatheringinformation.ObtainingInformationKeyInformationShouldBeGatheredAnalyzinginformation,47,3.3PreparationforNegotiation,3.3.4NegotiatingBriefandNegotiatingPlanThenegotiationbriefconsistsoftheinstructionsgiventotheteamleaderbythemanagement,whilethenegotiatingplanisdevelopedbythenegotiatingteamandrepresentsthemannertheyproposetoimplementtheinstructionsstatedinthenegotiatingbrief.,48,3.4GeneralProceduresinBusinessNegotiation,3.4.1EnquiryIninternationaltrade,enquiryisusuallymadebythebuyerwithoutengagementtogetinformationaboutthegoodstobeordered,suchasthecommoditysname,quality,price,mode,thedesiredquantityanddeliverydate,andotherterms.,49,3.4GeneralProceduresinBusinessNegotiation,3.4.2OfferAnofferisaproposaloftermsandconditionspresentedinapotentialcontractbyoneparty,calledtheofferor,toanotherparty,calledtheofferee.Forthesakeoftheagreementtobebinding,theoffereemustfirstaccepttheoffer,otherwisethereisnolegal-contract.,50,3.4GeneralProceduresinBusinessNegotiation,3.4.2OfferOfferwithEngagementThisisthekindofoffer,inwhichtheofferorsintentionofmakingacontractisdefinitelyindicated,andunderwhichtheofferorcannotrevokeoramendwhathehasofferedduringthevalidityoftheoffer.Hereisanexamplefromofferbyfax:,51,DearsirsThanksforyourenquirydatedJune5th.WeofferfirmsubjecttoreplyonJune15th,2005,3000pairsofChineseshoesGradeA3dollarsperpairCGRMontreal,shipmentwithonemonthafterreceiptofsightL/C,whichmustreachherebytheendofAugust.Pleasemakequickacceptance.YoursFaithfullyOllie,52,3.4GeneralProceduresinBusinessNegotiation,3.4.2OfferOfferwithoutEngagementWhatisstatedinanofferwithoutengagement,isunclear,incompleteandwithreservations.Thiskindofofferisnotbindingontheofferor.Thefollowingcable,forexample,isanofferofthiskind:,53,OFFERAPPROXIMATELYTWENTYTHOUSANDMETERSCHINESEHANGZHOUBROCADEREFERENCEPRICEUNDOLLARSSIXTEENPERMETERCIFNEWYORKIRREVOCABLEL/CSUBJECTTOOURFINALCONFIRMATION,54,3.4GeneralProceduresinBusinessNegotiation,3.4.3Counter-offerAftertheoffereehasreceivedthefirmoffer,hemayacceptitandconcludethebusinesswiththeofferor,orhemaynotacceptit,ormaynotacceptitwhollyandputforwardsomeadditions,modifications,limitations,etc.tothebasictermsandconditionscontainedintheoffer.Afaxcounter-offer,forexample,isasfollowing:,55,56,3.4GeneralProceduresinBusinessNegotiation,3.4.4AcceptanceInbusinesslaw,anacceptanceistheassenttothetermsofanoffer,requiredbeforeacontractcanbevalid.Itmustbeabsoluteandunconditional,anditmaybetenderedonlybythepersontowhomtheofferisdirected,andmustconformtoanyconditionswhicharesetforthintheoffer.,57,3.4GeneralProceduresinBusinessNegotiation,3.4.5ContractAcontractisanagreementthatcreatesanobligation,whichisabinding,legallyenforceableagreementbetweentwoormorecompetentparties.Inexporttrade,asalescontractisalegaldocumentmadebyandenteredintobetweenasellerandabuyeronthebasisoftheirofferandacceptance.,58,3.5NegotiationStrategiesandtactics,3.5.1ReasonsforlosingaNegotiationAbsenceoffeedbackSatisfactionSelf-reinforcement,59,3.5NegotiationStrategiesandtactics,3.5.2BasicNegotiationSkillsSeparatethepeoplefromtheproblemFocusingoninterestsnotpositionsBewellpreparedBepatienceandintegrity,60,3.5NegotiationStrategiesandtactics,3.5.3UsefulNegotiationStrategiesGenerallyspeaking,strategymaybedefinedastheoverallplanusedtogainadvantageovertheopponentorachievesomeend.Therearetwobasicstrategies:OffensiveDefensive,61,3.6LanguageforNegotiation,3.6.1LanguageSkillsinDifferentNegotiatingStylesInthecooperativestyle,thebasicprincipleisthatbothpartiescangainsomethingfromthenegotiationwithoutharmingtheinterestsoftheother.Inthecompetitivestyle,negotiatorsseeeachotherasopponents.Knowledgeoftheotherpartysneedsisusedtodevelopstrategiestoexploitweaknessesratherthantoseekasolutionsatisfactorytobothsides.,62,3.6LanguageforNegotiation,3.6.2LanguagePrinciplesCourtesyConcisenessClarityCorrectnessConstructivenessConcession,63,3.7CulturalInfluenceonNegotiation,3.7.1CultureandCommunicationWhatisCulture?GuarnacciaandRodriguez(1996)assertthatcultureisnotstatic.Itisnotjustathing,butalsoaprocessthatimpactseverythingwedoknowandperceive.,64,3.7CulturalInfluenceonNegotiation,3.7.1CultureandCommunicationVerbalAspectsofNegotiationCulturalliteracyisnecessaryinordertounderstandthelanguagebeingused.NonverbalAspectsofNegotiationTimeSpaceBodyLanguage,65,3.7CulturalInfluenceonNegotiation,3.7.2NegotiationamongCulturesCulturalConflictsinIndiaCulturalConflictsinJapanU.S.ApproachestoNegotiationGermanApproachestoNegotiation,66,UnitFourINTERNATIONALTRADETERMS4.1DefinitionofInternationalTradeTerms4.2TheRoleofInternationalTradeTerms4.3InternationalRulesandPracticesonTradeTerms4.4WaystoSelectaPriceTrade,67,4.1DefinitionofInternationalTradeTerms,TradetermsorpricetermsarealsocalledIncoterms,whicharestandardtradedefinitionsmostcommonlyusedininternationalsalescontracts.DevisedandpublishedbytheInternationalChamberofCommerce(ICC),theyareattheheartofworldtrade.ThebestknownIncotermsareFOB(FreeonBoard),CFR(CostandFreight)andCIF(Cost,InsuranceandFreight).,68,4.2TheRoleofInternationalTradeTerms,Tradetermsareimportantcomponentsofaunitpriceininternationaltrade,standingforspecificobligationsofthebuyerandtheseller.Everycommercialtransactionisbaseduponasalescontract,andthetradetermsusedinthecontracthavetheimportantfunctionofnamingtheexactpointatwhichtheownershipofthemerchandiseistransferredfromthesellertothebuyer.,69,4.3InternationalRulesandPracticesonTradeTerms,4.3.1Warsaw-OxfordRules1932ThisrulewasdraftedbytheAssociationofInternationalLawin1932.Itcontains21clauses,whichonlystipulatethenatureofCIFcontract,thecosts,risksandresponsibilitieswhichshouldbebornebythesellerorthebuyer.,70,4.3InternationalRulesandPracticesonTradeTerms,4.3.2RevisedAmericanForeignTradeDefinition1941In1919,nineAmericancommercialgroupsdrewuptheUSExportQuotationsandAbbreviationsin1999,thenrevisedin1941andrenamedRevisedAmericanForeignTradeDefinition1941.,71,4.3InternationalRulesandPracticesonTradeTerms,4.3.3Incoterms2000Incoterms(internationalCommercialTerms)wasdevelopedbytheInternationalChamberofCommerceinParis,France.ThepurposeofIncotermsistoprovideasetofinternationalrulesfortheinterpretationofthemostcommonlyusedtradetermsinforeigntrade.,72,4.3InternationalRulesandPracticesonTradeTerms,4.3.3Incoterms2000ItshouldbestressedthatthescopeofIncotermsislimitedtomattersrelatingtotherightsandobligationsofthepartiestothecontractofsalewithrespecttothedeliveryofgoods.Incotermsarealwaysusedwithageographicallocationanddonotdealwithtransferoftitle.ThemostrecentversionIncoterms2000divide13termsinto4groupsasfollows:,73,GroupEDepartureEXWExWorks(namedplace)GroupFMainCarriageUnpaidFCAFreeCarrier(namedplace)FASFreeAlongsideShip（namedportofshipme