第一章 商务信函写作概述

1、第一章 商务信函写作概述 (An Overview of Business Letters)随着当今国际贸易飞速发展，商务信函作为传递商业信息的主要手段发挥着重要的作用。专业的商务信函就像公司形象大使，给对方留下良好的第一印象，有助于打造成功的公司形象，加速业务的拓展。本章将针对商务信函的写作原则，写作技巧及正确格式加以详细阐述。第一节 商务信函的写作原则 (Criteria for Business Letters)商务英语写作区别于其他类型的英文写作。传统的英文写作格式灵活，写作者可以根据自己的喜好和写作习惯，选择复杂的句型结构和词语来表达自己的情感。但商务英语写作中，作者与读者之间是商务

2、伙伴的关系，彼此通信的目的是为了促使双方愉快顺利地交易，因此写作时需要考虑到双方关系，内容必须兼顾目的与效率。成功的商务信函应该达到两个目的：1）收信者正确全面地理解写信人的意图；2）达到写信人的目的。为此，读者首先应了解商务英语写作必须遵循的“6C”原则，即：完整(completeness)，清楚 (clarity), 具体 (concreteness), 简洁(conciseness), 准确 (correctness)和体谅(consideration)，使文章符合商务交往的语言特色。1. 完整（Completeness）完整性是指作者在写作过程中将对方所需的信息，资料等尽可能全面地提供

3、给对方以期尽快得到对方的答复。如有信息疏漏，则会浪费彼此的时间再次沟通，延误办事效率。而且，有的信件如报价单实际上已是简单的成交合同，一经送达，对双方都有约束力。如果信息不完整，就会拖延成交时间，增加工作负担，严重的甚至引起不必要的纠纷。2. 清楚（Clarity）清楚性原则指读者在最短的时间内能够领会作者的意图，明确行事步骤。因此，作者在进行商务写作时，要考虑到目标读者的阅读能力，遣词造句力求做到简单明了，太多的大词，长难句不易于清楚地表达意图。清楚性在写作中体现在： 1) 选词（Word Choice）初学写作的人一般认为词越难越正式越好，殊不知一份晦涩难懂的信件只会浪费对方时间，甚至对方

4、因为看不懂而搁置一边，失去合作机会。因此商务写作中尽量采用短的，广为人知的单词代替生僻的词汇，例如：SayDont saySay Dont saygig substantialenoughsufficientuse utilizeaboutregardingsendsubmitbuypurchase2) 避免模糊表达（Avoid vague expression）商务写作中模棱两可的表达会让读者产生误解，影响商务沟通。因此，信函措辞应尽量选用具体词汇，指代清楚。如：Vague: Does the radio advertisement have a positive effect?Clear:

5、 Does the radio advertisement increase our sales?3）架构句群与段落（Sentence and paragraph construction）短句比长句更易于阅读，因此，商务写作中不要大量使用复杂的从句及过长的段落。请比较：修改前: We are sending you our price list and catalogue for the new season, and you will find plenty to attract you in it and will notice that every product of ours is

6、 made from 100% natural ingredients. 修改后: We are sending you our price list and catalogue for the new season. You will find plenty attractive ones in it for every product of ours are made from 100% natural ingredients.前句涵盖信息比较多，句子长，不便于读者理解。通过修改后变成两句，后一句对前句进行补充说明，读者一目了然。除此之外，句子之间应当用合适的关联词进行衔接，合适的信号语如

7、 “however”, “for example”将会帮助读者理解句群关系，置于段首的中心句也有助于读者快速把握段落大意。4）运用数据、事例及其他视觉手段（Use of dates, examples, and visual aids）信函中可以引入表格数据、实例、图片等说明观点，突出写作目的。同时，在文章布局上可以使用醒目的标题，小标题，子弹点，下划线等视觉辅助手段突出要点。3. 具体（Concreteness）具体原则要求信函内容具体、确定而不是笼统抽象，要言之有物，尤其是写信人要求对方回应咨询、解决纠纷或是提供帮助时。请比较： 例1：Our fruits are excellent.Ou

8、r fruits are juicy, fresh and sweet. (Concrete)例2：Smithton Company is our big buyer.Smithton Company did more than five million USD worth of business with us in 2009. (Concrete)以上两例前一句都比较笼统，后一句则更加具体形象，让人印象深刻。4. 简洁（Conciseness）商务工作者往往工作繁忙，每天要处理大量的文件信函，因此通俗易懂，言简意赅的信函往往会提高彼此的工作效率。但简洁不等于简单，不能为了简洁对重要信息一笔

9、带过。简洁性在信函写作中体现为：1) 使用简洁的词汇，例如：UseDont useUseDont useifin the event thatnow at this timeduringduring the time of laterat a later datemy opinionmy personal opinionsoonin the near future2) 少用陈词滥调，例如：（修改前）I am in receipt of your letter of recent data concerning our new projector. I wish to state that I

10、am in a position of delivering the required batch at your earliest convenience.（修改后）Thank you for your letter of July 26. Your sets of projector of latest model were shipped today by YT express.3) 避免冗长的表达和不必要的重复。例如：（修改前）We require furniture which is of the new type.（修改后）We require new-type furniture

11、.（修改前）As a matter of fact, the X-210 copier is not really the kind of machine the company needs, since the X-200 has the capability of meeting all of our needs. （修改后）We do not need X-210 copier since X-200 has met all of our needs.5. 准确（Correctness）这里准确原则不仅要求写作者使用正确的语法、标点符号等，对商务写作而言，准确性还包含使用正确的语言风格和

12、恰当的表达方式。1) 语言的正式度正式的语言往往比较长，一般用于学术、法律及官方文件中。而现代商务交往中提倡自然而真诚地交流，写作中则大多采用非正式或中性的语言。例如：FormalInformalFormalInformalApproximatelyInquireAscertainObtainAssistAboutAskFind outReceiveHelpParticipateConstructPurchaseContributeSufficientShareBuildBuyGiveEnough2) 恰当的表达方式根据写作内容和与目标读者的关系，写作者应选择合适的方式来表达信息。例如：对对方

13、有利的消息和日常事务一般选择直接告知的方式（direct approach）；不利于对方的信息或是坏消息则采取间接方式先解释说明最后告知的方法（indirect approach）。6. 体谅（Consideration）有经验的商务工作者会预见到客户的需求、疑问，往往站在对方的角度换位思考，通过礼貌措词来建立良好的客户关系。在商务信函写作中，礼貌和体谅原则不仅仅体现在是用“please”，“thank you”等字眼，它更多地体现在写作者的措辞以及对已收到信件的及时回复之上，从字里行间体现出对对方的尊重与体谅。在写作过程中，我们应注意如下两个方面：1) 以对方为主的写作态度 （You-att

14、itude）写作中应用“You-attitude”取代“we-attitude”，让对方感到备受尊重。试比较：“You-attitude”“we-attitude”Congratulations to you on yourYou will receive your order on Oct.10.To provide you with clear records, we are changing our billing system.I want to send my congratulationsWe are shipping your order on Friday.To reduce

15、our costs, we are changing the billing system.2) 措辞得体 （Appropriate wording）商务交往中难免会出现双方意见相左或是合作出现问题的时候，此时写作者在给对方的信件中会提及负面效应甚至相互指责，即便是这样，信函中的措辞还是要有礼有节( Tactful)，既要表明立场又不失礼貌。请比较：TactfulBluntWe failed to receiveThe center is open until four oclock.Please refer to my June 10th letter.If I had known your

16、 needs before May 20, I could have shipped Model A-3 immediately. However, the spring sale drained our stock.You did not sendThe center is closed after four oclock.You did not read my recent letter.Because you delayed so long in your response, Model A-3 is off stock. 以上6“C”商务英语写作原则贯穿商务英语写作全过程。了解它们有助

17、于写作者在撰写商务信函、报告时合理组织文章结构，遣词造句，使所写文章更专业，更具商务特色。第二节 商务信函的写作技巧(Tips for Business Letters)1. 开门见山谈目的(Identifying the writing purpose in the beginning )任何写作都有一个中心议题，这个议题就是写作目的，作者可以根据行文需要将目的置于文章的合适部分。但在商务信函写作中，写作者应首先明确信函目的，如：合作意向达成后，可能需要向对方提出咨询请求；合作遇到冲突时，也许需要在信中向对方解释致歉等等。写作议题应明确地置于首段，开门见山说明写作意图，然后进行解释说明或是加

18、以论证。一般来说，商务信函开头不宜过长，一两句话说明写作事宜即可。以下是常见商务信函的开头：Letter of enquiry: We read about your advertisement in the local newspaper and would like to have more information about Mapleland Industrial Park.Letter of order: We would like to order the following goods:Letter of invitation: We are pleased to invite

19、you to the launch of English Tomorrow, the exciting new program for business English learners.Letter of thanks: I am writing to thank you for the hospitality you extended on our visit to your company.Letter of complaint: I am writing to complain about your handling of the order No. B13 and say how d

20、isappointed we are with how this order has been dealt with.Letter of apology: Thank you for your letter dated 25 June. First of all, I would like to apologise for the unsatisfactory handling of your order.Letter of reply: Thank you for your enquiry of 23 May, in which you expressed an interest in ou

21、r Grace silk blouses.2. 基于事实论观点(Basing your opinion on facts)商务写作目的大致可分为提供信息(inform) 和劝说对方(persuade)两类。前者要求所给信息准确无误，便于对方判断决策；后者则要分清观点与事实，观点需要事实依据来支撑，才能有说服力。例如：“The customers here have always been satisfied with your products. However, some European manufactures have recently launched new models whic

22、h are catching on very fast. Therefore we wonder whether you can improve your present designs.”此段中，前两句是事实，阐述了产品市场现状，最后一句话是观点，针对目前局势提出看法。事实和观点相互印证，仅有事实无观点则导致缺乏行动决策，劳而无功；仅有观点无事实依据，则缺乏说服力和可行性。3. 分段(Using small paragraphs)为使收信人一目了然，信函写作者应该根据写作目的确定行文框架结构，将所设计的话题分成小段，必要时加上小标题，便于读者快速查阅。相反，如果将所有话题罗列在一大段中，毫无

23、层次，读者往往望而生畏，这不符合商界交往快节奏的要求。试比较：Poor paragraphing:Dear Mr. Miller, Ive just received your fax and after searching for different possibilities, this is what I can offer you: 10% discount on the total prize if you book our offices for 18 months, could it be interesting for you? You asked us for 4 offic

24、es in Riverside Tower and we only have 4 left but placed in different floors and there are no parking spaces left. Would you mind if I search what you need in Ocean Palace? Ocean Palace is a big Tower with 300 parking spaces, it has wonderful views to Tulip Park and the public transport connections

25、are really good. Ive just checked if we have 4 offices left in Ocean Palace and for your information we have them now! At the same floor and one is 10and the last one is 20 as you required.Please let me know if you are interested in this possibility. Yours sincerely,William CruiseBetter paragraphing

26、Dear Mr. Miller, Thank you for your order by fax. Id like to mention that I can offer you 10% discount if you are booking for 18-month period.We have 4 offices left in Riverside Tower as you required but they are on different floors. Also there is no parking space available at the moment in Riversid

27、e Tower. However, I can offer you a very interesting alternative in Ocean Palace Building: 4 offices as you required on same floor 300 parking spaces and good public transport connections for your employees Wonderful views.Please think about this alternative and the discount I mentioned before. I lo

28、ok forward to hearing from you soon so I can make the booking.Yours sincerely,William Cruise点评：以上两篇文章内容一样，但前者布局太密，内容杂乱，给人印象模糊。后者内容分成若干小段，利弊分开，并恰到好处地使用了子弹点，重点突出，使人过目难忘。4. 使用恰当的语气（Using appropriate tone）现代商务写作提倡自然流畅的语言，合适身份的语气。这种写作的优势在于使读者见信如见其人，写信人使用的语言，语气拿捏得当，会给对方留下相当专业的商务形象。写作者动笔之前，要有明确的定位。如话题内容，收信

29、人与写信人的关系，职务级别等，然后决定行文的措辞，是正式还是非正式，语气是委婉还是直接。一般来说，对于严肃的话题例如新规定的发布执行，上级对下级采用正式的语言，直接的语气；下级对上级则应采用正式的语言，委婉的语气。如果话题比较轻松如周末餐会，则措辞可以采用非正式的语言。请比较下面两则email：上级对下级，话题为卫生检查，语气直接。Dear all, There will be a visit from health and safety inspectors on Monday, April 1st from 9 a.m. to 15 p.m. As the inspection is ne

30、cessary for our quality management certificate, please be prepared for the inspection by telling the staff to tidy up their workplace. Sam PowellGeneral Manager下级对上级，话题为请假，语气委婉。Dear Mr. Johnson,I would like to attend a seminar on 3 April. It is about presentation skills. Since I have to make many pr

31、esentation to our clients, this seminar will be very useful.Could you tell me if it is possible to take time off work to attend the seminar？ThanksAngela5. 多使用主动语态（Using active voice more）商务写作中，使用主动语态能够更自然和准确地表达写信人的本意，使信件风格直接有力，语言风格简洁明了。试比较以下例子：PassiveActiveIt was suggested to cut the budget.We sugge

32、sting cutting the budget.Your early reply would be appreciated.We look forward to hearing from you.Please be advised that the above order should have been received before Christmas.We should have received the above order before Christmas.点评：通过比较可以看出，主动语态显得更加亲切自然，给人友好灵活的感觉。相反，过多地使用被动句式，容易使人感觉拘谨乏味，甚至被

33、人误解为推托之词。但是撰写处理负面事件的信函中，写信人往往使用被动语态避谈个人真实感受，降低负面影响。另外，被动句式也使文章更加正式。例如：“Apparently you did not give us discount you promised.” 该句使用主动语态直接指出收信人的失误，不太礼貌。换成被动语态：“Apparently the promised discount was not given.” 这样措辞委婉，为收信人留了余地，更为妥贴。6. 措辞礼貌得体(Using courteous expressions)礼貌是商务交往中的基本礼仪，也是贯穿商务信函写作的基本原则。写作中除

34、了使用 “thank you”, “regards”等词之外，还应换位思考，使用“You attitude”。（参见第一节礼貌原则）除此之外，商务交往中难免会出现冲突与不快，即便如此，带着愤怒与嘲讽的字句只能出一时之气，不利于问题的解决，甚至带来严重后果。例如：ImproperOur customer is very dissatisfied with the frequent delivery errors and said such mistakes cannot happen in Singapore. At this opportunity, we want to request yo

35、u to improve your shipping procedure and give us your comments on how this problem is to be solved.ProperOur customer is very unhappy about the frequent delivery problems and wonders how such basic errors can be made.We are afraid that if these problems continue there will be a serious drop in sales

36、. Would you please do all you can to improve your shipping procedure?点评：前者阐述方式有误，直接指责对方，口气咄咄逼人。后者有礼有节地指出了问题的严重性和后果，指出了对方面临的问题和风险。第三节 商务信函的写作格式(The Layout of Business Letters)正式的商务信函包含7个部分：信头、 日期、 封内地址、称呼、正文、信尾客套语和签名。示例如下(采用完全平头格式)：打印信头日期封内地址称呼信函正文信尾客套语签名Powell & Cross Clothing Company1207 West 3

37、0th StreetNeward, New Jersey 07109Tel: +55 92 889 5453 Fax: 55 92 889 545512 March 2010China National Import & Export Corp.Shanghai Branch1040 North Suzhou RoadShanghai, ChinaDear Sir or madam,We have obtained your address from the Commercial Counselors Officein London and are now writing to you

38、 for the establishment ofbusiness relations.We are very well connected with all the major dealers here of lightindustrial products, and feel sure we can sell large quantities of Chinese goodsif we get your offers at competitive prices.Please let us have all necessary information regarding your produ

39、cts for export.Yours truly,Lee OzunaSusan StephinesSusan StephinesMarketing Manager1. 信头(Letterhead)信头置于信件顶端，大公司一般都在信笺顶端印制好了信头。信头一般包含如下信息：·公司名称·地址和邮编·电话和传真·网址和企业邮箱GOODDAYS TEXTILES IMP. & EXP. CO., LTD.998 Shengli Road, Beijing, ChinaTel:Fax:ttp:/

40、Email: dfding2. 日期(The Date Line)日期格式每个国家都不一样。英国一般使用日/月/年，不使用逗号；美国一般采用月/日/年 的顺序。以下几种写法都是可以接受的：20 July 2010 20/07/2010July 20, 2010 07/20/20103. 封内地址(The Inside Address)收件人的姓名地址应分行打印，与信封上的排列相同。注意称呼收件人要与他们的签名一致。如果没有制指定收件人就只用写对方地址就够了。4. 称呼(The Salutation)如果收件人的姓名已出现在封内地址中，就应该用这个名字称呼对方，并加上合适的称呼语。常见的称呼如下：SalutationPeople to addressDear sir or madam,Dear, Mr.Dear Mrs.Dear MissDear (first name only)Not knownMenMarried womenUnmarried women and girlsClose friend, informal5. 信尾客套语(The Complimentary Close)人们习惯于用信尾客套语作为礼貌性的结尾。写信人根据双方的亲疏关系和信件的正式度，选择适合的客套语。具体如下：FormalSemifor