商务与社交信函写作

1、商务与社交信函写作简述 随着我国改革开放的深入和经济蓬勃发展，我们的对外交流活动日益频繁，信息交流显得至关重要。尽管现代的通讯手段十分发达，如电话、电报、电传、传真、电子邮件 (e-mail) 等，但信函仍不失为频繁的商务活动、社交活动中维持联系、增进友谊、互通信息的重要方式。信函载负信息量大，且讲求周全、严密、清楚、准确。信函较之其他通讯手段，有其特殊的风格、惯用词汇和套语。因此，信函的撰写十分值得探讨和研究。在商务活动与社交活动中，有时正确的信函格式和结构与信函的内容一样重要，它有助于信函给对方留下一个好的印象，并为双方关系持久下去奠定基础。1. 信函的格式1.1. 齐头式信函中

2、所有内容，包括信内地址、日期、签名等都从信的左边开始，垂直成一条直线。这种格式相对来说现代、快捷、容易操作，无论在商务信函还是在社交信函中都很通行。见图：Letterhead (此部分为事先印成)_Date_Inside Address_ Salutation_ Body of the Letter_ Complimentary Closing_Signature_ . 1.2. 缩进式地址和签名等需要换行的地方，通常向后缩进几个字母。此种格式易于打字，且外观新颖。见图：Letterhead_Date_Inside Address_ Salut

3、ation_ Body of the Letter_ Complimentary Closing_Signature_ . 1.3. 混合式混合式系齐头式与缩进式的综合形式。见图：Letterhead_Date_Inside Address_Salutation_ Body of the Letter_ Complimentary Closing_Signature_注：通常，正式的英文书信中的段与段之间要用双行距，以示分段。2. 信函的结构信函通常由以下部分组成。2.1. 信头 (Letterhead)信头，亦称回信地址 (return ad

4、dress)，这是中国人所不习惯用的。其实，它很重要，是复信的依据。因为信封往往不被保留，而且，有些信封上并不标明寄信人的地址。信头通常包括寄信人的地址或公司的名称、地址、电话、电传、传真号、电报挂号、邮政编码以及信函编号 (reference number) (编号是用来标示有关的来往信函，并对信函编号归档)。信头通常写在信笺的右上方。如果信笺上已经有印刷信头，则可免去此项。地址的书写顺序是由小到大。如：Anderson Placement Service Inc.240 Market StreetLos Angeles, California 70193Tel: 6847534Fax: 5

5、40913Your Ref. DsOur Ref. MS / LR2.2 日期 (Date)日期应该写在寄信人地址的下方，日期的表达方式英美各不相同。英式是按照日、月、年的顺序；美式是按照月、日、年的顺序。另外，写日期还应该注意：1) 年份应写全，不可省略。2) 月份用英文拼写，不可用数字代替，如 1/1/2000。除May, June, July 外，可以用缩写，如：Jan., Feb.。但是，在较正式的公函或商务信函中，月份一般不可缩写。3) 日期用基数词表示，尽量避免用序数词。以下两例均不可取：Oct 20th, 2000; twentieth Oct 2000。月份在日期前，日期与年份

6、间用逗号隔开，月份与日期之间不用标点；如日期在月份之前，月份与年份之间不用标点。如: October 7, 2001; 29 February 2003。2.3 信内地址 (Inside Address)除一般社交信函，正式的商务信函或社交信函必须有信内地址。信内地址应写在信笺的左上方，约在日期下两行。信内地址中的收信人地址应与信封上完全一致。另外应注意：1) 收信人的姓名应使用全名，如果收信人是男性，就写 Mr. xxx，另起一行写出职务；如果是女性，就写 Ms. xxx (称呼婚姻状况不详的女士)，Miss xxx (称呼未婚女士)，Mrs. xxx (称呼已婚女士)。如：Mr. John

7、 Bonrell Ms. Alice SpringPresident Credit manager2) 收信人的地址应确切、完整，并且按照投寄国家的惯用格式。英语国家的地址由小到大排列：门牌号，街名，市名，州名，邮编，国名。如：Mr. Paul LeeDirector, Customer Relations231 Davis StreetNew York, New York 10020, USA2.4 称呼 (Salutation)称呼一般放在信内地址的下两行，常用的称呼语如下： 1) 商务信函Dear Mr. Jackson: / Dear Ms. Spring, (冒号、逗号均可)Dear

8、 John, / Mary, (用名字时，后面用逗号)Dear Sir, / Madam, / To whom it may concern, (不知对方姓名时，称呼 Sir, / Madam，后面用逗号)Dear Sales Manager, (写给部门负责人)Gentlemen: (用于称呼美国公司，禁用单数，后面加冒号)Madams, / Ladies, (用于称呼妇女所组织的公司、社团)2) 社交信函Dear Sir, / Dear Sirs, (致不认识的人)Dear Mr. Leech, / Dear Ms. Leech, (致认识或仅知道姓的人)Dear John, / Mary

9、, / Dear Father / Brother, (致亲友或熟悉的人)Darling / Dearest Robert (致配偶或亲密的人，可省去标点)2.5 主题行 (Subject Line)(此项多用于商务信函写作中。)主题行指用几个词，简要概括信函的主题，旨在使收信人对信函内容一目了然，及时处理。另外，这样做也便于归档或查阅。主题行通常放在称呼上或下一行，左起齐头或居中。为了引起收信人的重视，主题行常用大写字母书写，或加下划线，简写成 Re. (regarding) / Subj.。例 1The China National Light Industrial ProductsImp

10、ort & Export Corporation,Jiangsu Branch,110 East Beijing RoadNanjing 210002ChinaDear Sirs,Re. Claim On Electric Fans例 2.Subj. Invoice No. 145Dear Mrs. Marquis,2.6 正文 (Body)正文是信函的主体，是全信最重要的部分。写作时可以根据要表达的内容把正文分成若干段落，做到层次分明，语言得体，简明扼要，措辞礼貌，自然诚恳。现代商务信函与社交信函趋于口语化，避免陈词滥调。为了使信函便于阅读和吸引读者，写作时应注意宽留页边距，每段之间

11、留双行距，每段不易过长。2.7 客套敬语 (Complimentary Closing)敬语类似中文书信末的“此致敬礼”、“顿首”等等。敬语应与称呼相呼应。敬语通常放在正文下两行，即信笺的右下角。如果书信格式为齐头式，敬语则应放在左下脚与正文左起对齐。敬语后面加逗号，首字母大写。以下为常用敬语。 1) 用于一般性公函、商务信函、或收信人为不太熟悉的人：Sincerely / Faithfully yours2) 收信人为长辈、上级：Respectively yours, Yours respectively, Yours obediently,3) 收信人为朋友、同学、同事：Your

12、s respectively, Yours (very) sincerely, Yours (very) cordially, With best wishes,4) 收信人为家人、亲戚：Your loving son / daughter etc., Yours (very) affectionately, Yours lovingly,5) 收信人为爱人，夫或妻：With love, Lots of love敬语按其正式程度排列如下：Very sincerely yoursYours very sincerely / respectively / cordiallyYours sincer

13、ely / respectively / cordiallySincerely yoursSincerely / YoursBest wishesGood luck注：美国人常用 sincerely，英国人则倾向于 faithfully。2.8 签名 (Signature)签名通常放在敬语下方。签名最好是写信人亲笔，手签后也可附打字全名。如果签字是女性，签名前可以加 Miss 或 Ms 以备对方回函时称呼之用。签名下方可写上写信人的职务 (如果在信头中已涉及写信人的职务，此处可免去)。2.9 经办人代号 (Reference Initials)此栏是备日后查考之用。经办人代号通常为写信人和打字

14、员的姓名的首字母，放在签名下方两行。两人姓名之间用“:”、“/”或“-”连接。例：MF-MS; MF / MS; MF : MS(MF 为发信人的姓名首字母；MS 则为打字员的姓名首字母)2.10 附件 (Enclosure)随信如有附件，通常在信笺的左下角注明。形式如下：Encl(s)；Enc(s)；或 Enclosure(s)如果有两个以上的附件，应写成：Encls 2 insurance policies / Enclosures 3 (invoices)2.11 抄送 (Copy Notation)如果信函还应抄送给除收信人外的其他人，常用 cc (carbon copy) 表示，写在

15、附件下方。例：MF-MSEncs. 2 invoicescc: Mr. Park CarterMrs. Green Davis2.12 附言 (Postscripts)现代商务信函与社交信函趋于不设附言，因为它给人一种随意不周密的感觉。如果确系不得已而为之，附言一般放在签名的下几行，左手齐头。简略式为：PS ; Ps。3. 商务与社交信函的撰写原则撰写商务信函或社交信函的目的是要解决一个具体问题，如建立贸易关系、询价、催款、邀请、答谢等等。因此，在草拟时应掌握以下几个原则：简洁明了、正确无误、完整周全、礼貌体谅。3.1. 简洁明了简洁明了即在礼貌、体谅的前提下用简短、清晰、易懂的语言，阐述写信

16、人的意图。能用一个字就不用短语，能用短语就不用句子。总之要简明扼要。试比较下列句子：啰 嗦简 洁We wish to tell you that our meeting for Oct. 10 has been postponed to Oct. 25.Our meeting for Oct. 10 has been postponed to Oct. 25.An increase in prices is essential due to the fact that there has been a rise in the cost of raw materialsAn increase i

17、n prices is essential due to a rise in the cost of raw materials.The true facts are as stated.The facts are as stated.The company is hiring an efficiency expert in order that he may discover the cause of its production lag.The company is hiring an efficiency expert to discover the cause of its produ

18、ction lag.另外，现代商务信函写作倾向口语化。口语化的表述形式使收信人感到亲切自然，易于沟通。例如：书 面 语口 语We are writing this letter to you with a view to enter into business relations with your company.We are eager to start business with you.Upon receipt of your order, further attention will be drawn to your request.When we receive your orde

19、r, we'll begin to consider your request.以下为常见的冗赘的短语以及与其相应的简洁形式，试比较：冗 赘简 洁as a consequence of / as a result ofthereforeat an early time / in the immediate future / in due coursesoonat the present time / at presentnowbecause of the fact that / due to the fact that / based on the fact thatbecausedu

20、ring the time thatwhileas stated belowfollowingin the cause of / during the course ofduringin spite of the fact that / despite the fact thatalthoughcome to a decisiondecidehave a preference forprefertake into considerationconsiderin order that he may / for the purpose that he maytoWill you be good e

21、nough to.Please.It is often the case that.Often.It is our opinion that.We think that.We shall be in a position to.We shall be able to.I am in receipt of. I have here before me.I received. / I have received.3.2. 正确无误正确无误是书信写作的重要原则，它包括以下几个方面：1) 书信的内容要合情合理，叙述层次清楚，主题突出。2) 遣词造句、语法规则、拼写和标点符号要符合语言习惯。3) 数字表

22、述应准确，包括温度、长度、高度等单位体制的换算。4) 正确使用商务英语文体。商务信函的写作尤其必须做到准确无误，因为在贸易交往中它往往牵涉到双方的权利、义务、厉害关系等诸多因素。在发生纠纷时，它亦是一种法律依据。3.3. 完整周全所谓完整周全是指完整表达写信人的思想，即包括所有必须陈述的事实，以便达到预期的目的。如果要了解某一商品的情况，就应该在询价信或咨询函中向对方报出该商品的品牌、预购数量、付款方式、回扣要求、交货方式及地点等事宜。否则对方可能就无法及时了解你的意图，从而延误交易的正常进行。为了保证信函内容的完整，草拟一篇信函后，可以对照以下几个方面进行检查：1) 是否已经表述清楚想要了解

23、的各方面的情况。2) 是否已经回答了对方提出的所有问题。3) 是否涵盖了 who, when, where, what, why 等内容。(当然，并不是每封信都应具备这五个 Ws，但把它们作为检查标准是大有益处的。)3.4. 礼貌体谅无论是商务信函还是社交信函，都既要明确表述写作者的愿望与态度，又要表现出有理有节，合乎情理。对需回复的信函应及时处理。信函的语言应尽量做到客气得体，多用以下句式：Would you please.As you are aware.We might say.If you can, I.If you like.You are invited to.You may wa

24、nt to.另外，在从事某些商务信函写作时应保持“对方中心”(you centered / you-attitude)。即在书写信函、起草文件时要顾及收信人或读者的愿望和感情，以“对方”的观点来考虑、处理问题，少一点“自方中心”(we-centered / we-attitude)。试比较以下句子：自方中心对方中心We are pleased to announce that.You will be pleased to know.We offer 2 percent discount for every 10 units.You'll enjoy 2 percent discount

25、 for every 10 units.从以上两例可见，you 比 we 更能体现写信人是从收信人的利益着想，更能体现写作者的真诚合作态度，同时也更有可能达到 we-attitude 所希望表达的意愿和目的。 4. 商务与社交信函的语言特征4.1. 具体化1) 具体的表述所谓具体的表述，是指用确切的语言表述信函的内容。商务信函和社交信函都有很强的针对性，要求言之有物。尤其是在要求对方给与明确的答复，如询价、订货、投诉、求职等，或是答复对方提问，如报盘，承诺等时，更要注意具体的表述，避免笼统、空洞。试比较下列句子：含 糊具 体In reply to your telegram, we

26、have sent the sample.In reply to your telegram of 8 October, we sent our sample by air on 10 October.We would be glad if you send the goods to us as soon as possible.Please ship the goods to us before 5 February.We can consider to increase the discount if your order is regular and large enough.We ca

27、n consider to increase the discount by 10% if your order is monthly and exceeds 1500 units.A copy of the contract went to you this morning.A copy of the contract was mailed / sent in facsimile this morning.If you don't arrange the payment, maybe we shall be forced to take the legal actions.Unles

28、s you arrange the payment by September 1, we shall be forced to take the legal actions.2) 具体的语言词汇有具体和含糊之分，试比较：含糊具体含糊具体sendmail / posttravelfly / drivemessageletter / noteprepare (food)cook (food)contactphone / e-mail / cablepayrefund再比较以下两组句子：含糊: He will try to send the monthly survey report to your

29、 office by Monday.具体: He will mail the monthly survey report to your office by Monday.含糊: The error was probably made by the cashier in figures entry.具体: The cashier made the error in figures entry.分别去掉 try, probably 这类词，再将关键动词具体化，两句的意思就明确了。另外，还值得一提的是，中国人的语言表达习惯比较含蓄，常用“我看”，“也许”，“大概”等词，这正是商务信函写作所忌讳的。

30、态度含混，语言模棱两可，会引起误会，导致不愉快。因此，应慎用以下词语或表达法：I would guess that.My guess is that.As I take it.Maybe / may not be / probablyIt is my opinion that.当然，语言存在于环境当中，用什么词语取决于我们要表达什么思想。4.2. 使用小词和短句当前，英文信函写作趋向于使用短小的词语、近似口语化的词语来传达信息，这也合乎高速快捷的社会发展的需要。简单的词汇孕育着潜在的思想，使文字交流更加通畅。而复杂的大词、长句则读来晦涩，有时可能导致理解障碍。试比较：大词长句小词短句I hav

31、e the pleasure in forwarding you the invoice No. JF1050.I am sending you the invoice No JF1050.We all have the pleasure to acknowledge your favor of 20 March.Thank you for your letter of 20 March.Upon receipt of your order, further attention will be given to your request.When we receive your order,

32、we will set to work on your request.4.3. 注意肯定态度与否定态度语言不仅具有辞典含义，还具有情感含义。当我们接触到有些词，如 nice, pretty, thank you, effective, 我们会做出肯定的反应。但接触到 too much, I am afraid, you can't 等词时人们多多少少会感到不愉快，或做出消极的反应。虽然，商务信函通常阐述的都是事实，但有时也难免传递某些感情色彩。如一封拒绝求职的信函就会无意识地伤害收信人的自尊。因此，在信函中应尽量避免否定的字眼，而选择中性或肯定的表达方式。否定态度肯定态度Our de

33、partment doesn't open until 9:45 am.Our department opens at 9:45 am.We assure you that there will be no further delay.We assure you that the goods will be delivered by.We don't think you will have cause for dissatisfaction.We are sure that you will be completely satisfied.Your check must arr

34、ive by November 13.May I have your check by November 13?再请比较以下两段文字：否定态度：Dear Mr. Robinson:This office has no record of any check received for payment of your December mobile phone bill as you claim. Therefore, unless you can furnish proof that you actually had paid this bill, we will be forced to co

35、nsider terminating your service.肯定态度：Dear Mr. Robinson:We can't find any record of payment of your December mobile phone bill. Could you therefore send us a copy of your canceled check so that we can correct our files?以上肯定的词语令人感觉彬彬有礼，积极友好，从而使所及内容更容易被采纳。4.4. 避免陈腐过时的词语现代商务信函和社交信函趋于口语化和日常用语化，但也还保留着

36、一些陈腐、守旧的言辞。这些陈旧的表达方式有时会影响现代信函交际效果，使人感到冷漠、生硬乃至虚伪。试比较以下句子：陈 旧现 代The writer wishes to acknowledge your recent letter.Thank you for your recent letter.The favour of your early reply will be obliged.We shall be glad to hear from you soon.As per our agreement, I have arranged a meeting with.As we agreed,

37、I have arranged a meeting with.We are not in a position to offer.We cannot offer.Your obedient servantSincerely yours / Yours sincerelyEnclosed herewith. Enclosed please find.Enclosed.Thanking you in advance.Thank you.4.5. 避免性别差异的言词随着社会的发展，近代妇女越来越多地参与社会活动，参与竞争，桎梏妇女解放的藩篱已被拆除。但在语言表述方面仍然残留着一些性别歧视的痕迹。试比

38、较下列两组句子：1. Manager from each subdivision (下属部门) is to call a meeting to explain his plan of the week on Monday morning. / Managers from each subdivision are to call a meeting to explain their plans of the week on Monday morning.2. Each salesman is obliged to take his responsibility for the sale. / E

39、ach salesperson is obliged to take his or her responsibility for the sale.第一组句子中将 his 改做 their (句中其他部分也要相应改变)，第二组句子中将 salesman 改做 salesperson, his 改做 his or her，避免了对女性的忽视和不尊重。在日常写作中应尽量避免可能会造成性别差异的词语。见下表：避 免改 用repairmanservice technicianpostmanpost carrier / mail carriernewsmanreporter / journalistwe

40、athermanweather reporterpolicemanpolice officersalesmanshop assistant / sales clerk / salespersonchairmanchairperson / chairoffice boyoffice workerice-cream manice-cream seller另外，对收信人的性别不清楚，不可冒然称呼 Sir 或 Madam，可以用 To whom it may concern 或直接寄给有关部门，如 Personnel Department：。常用商务信函写作实例与训练 1. 建立贸易关系 (

41、Establishing Trade Relations)一个公司，一家企业，要想进入市场，寻找货源，求生存，求发展，最首要的工作是与别的商家建立贸易关系。达此目的的途径很多，如阅读广告、参加交易会、参观访问、引荐介绍等。此外，还可以直接通过书信的形式建立贸易关系。建立贸易关系信函的写作可以按照以下步骤进行：1) 告诉对方从何种途径获得对方的信息 (如：通过得知)。2) 写明去函的目的：了解对方经营产品的情况；提供本公司产品的情况。3) 希望保持联系。另外，信函措辞应礼貌诚恳、热情、表达清楚透彻。实例Dear Sir,    We have seen y

42、our name in various trade magazines and we understand that you have been supplying EPSON STYLUS printers of the best quality to all places over China for these 2 years.    We should like to offer you our service as a trading firm of office appliances, and we have offices or repre

43、sentatives in almost all major cities in East China towns. In addition, we operate our own advertising agency. According to our market investigation report there is a large demand for office appliances in China. Therefore we should be obliged if you would advice us whether you have a mind to establi

44、sh business relation with us by return mail.    Yours sincerely,    John Waine   常用套语1. As your name and address appear on Yangtse Evening Post, we are writing to you with a desire to open an account with you / to establish business relation wit

45、h you.我们在扬子晚报上看到贵公司的名称和地址，非常希望与贵方建立商务关系。2. We write to introduce ourselves as one of the leading exporters of a wide range of.我们作为主要的出口商之一，经营3. We are enjoying an excellent reputation and we should like to offer you our service.本公司具有良好的信誉，并愿意向贵方提供服务。4. We are willing to enter into business relations

46、 with you on the basis of equality and mutual benefit and exchanging needed goods.我方乐于在平等互利、互通有无的基础上与贵方建立贸易关系。5. Your desire to establish direct business relations with us coincides with ours.贵方与我建立直接的贸易关系的愿望与我方打算相吻合。6. We are also enclosing a catalogue showing the details of our line.附上一本我公司经营产品的详细

47、目录。7. .that you'll be quite satisfied with our goods and service.贵方将对我们的货物及服务满意。2. 销售信函 (Sales Letter)推销产品是商务活动中一重要环节，其目的是要吸引对方的注意，激发购买欲望，最后售出货物。销售信函内容应包括：1) 介绍所推销产品的情况，如性能、价格等较同类产品的优越。2) 附带一些优惠条件或帮助。此类信函需措辞得当、简洁精练、语气肯定、具有说服力。忌离题、冗长、华而不实。实例Dear Sirs,    In the field of salted

48、 food in Jiangsu, NANJING SALTED DUCK from the Nanjing Xue Hua Duck Group has been considered the best for quite a long time. Competitions help increase its quality and attraction. Its reputation and recommendation are spread by everyone who tastes it. NANJING SALTED DUCK is now sold in large quanti

49、ties to South-east Asian countries every year. Our company also supplies cured meat (腊肉), sausage, bacon, etc.     In addition to a trade discount stated we would allow you a first order discount of 5%. You will find enclosed leaflets of our latest products.   

50、;  We look forward to your early reply.     Sincerely yours,     Lin Ping   常用套语2.1. We take pleasure in enclosing the latest catalogue of. / price list of.我方十分乐意为您（贵方）寄上我们最新的商品目录 / 价格表。2.2. This item, superior in quality and

51、 moderate in price, is sure to be salable in your market.本产品质量上乘，价格适中，在你方市场一定有销路。2.3. We expect you to try our products and are sure that you would be pleased with.希望贵方使用我方的产品，相信贵方对定会感到满意。2.4. We inform you that since price is subject to change, please put an order before 8 Oct. if possible.敬告贵方，由于价

52、格可能变动，如果可能请在10月8日前订货。2.5. We regret that we have had no opportunity to do business with you.很遗憾我方与贵公司仍未有生意往来。2.6. The high quality of our product is well known and universally acknowledged.我方产品的高质量已是众所周知，并得到广泛认可。2.7. We stand ready to serve you.我们随时乐意为您提供服务。3. 定购函 (Letter of Order)定购函是商贸活动中一种必不可少的例行

53、手续。它通常是贸易双方经过电话、电报、面读等方式洽谈或协商，将交易谈成后，买方以书面形式对定购事宜进行确认的信函形式。订货函的内容及撰写原则是：1) 感谢买方提供货物报价。2) 准确陈述所定购商品的名称、货号、质量、规格、单价以及自己能接受的报价。4) 说明运货条件：时间，地点，方式，运费支付，包装，保险等。5) 确认付款方式。目前，许多大型公司除使用订货函外，还一并附订货单。卖方收到买方的定购函和订货单后应该尽快确认。实例Dear Sirs,Subj. Cotton Wash-And-Wear DressThank you for your quotation of 18 April together with sample dresses.The quality, the style and the prices are satisfactory and we are pleased to place an order for the following sizes (Please refer to the Purchase Order enclosed) on condition that they will be supplied from stock at the price in last December quotation. Our usu