《商务磋商信函分析》ppt课件

1、 1. Establishing Business relationship -Start Letter 建立业务关系建立业务关系 Structure of Start LetterSource of information阐明信息来原阐明信息来原Purpose of writing言明去函目的言明去函目的Company profile本公司优势本公司优势Product introduction产品引见产品引见A pushing end鼓励性的结尾鼓励性的结尾阐明信息来原，即如何获得对方的有关商务信息。阐明信息来原，即如何获得对方的有关商务信息。Chinese Commercial Couns

2、ellors Office of the Embassy in foreign country中国驻国外使馆商务中国驻国外使馆商务处处Bank, Trade Directory贸易行同业名录贸易行同业名录Business Houses of the same trade同业商行同业商行Common clients共同客户共同客户Market research；AdvertisementsTrade Fair, ExhibitionsWe learned from the Commercial Counselors Office of Embassy in your country that y

3、ou are interested in Chinese handicraft.Mr.Smith, Head of New York Electric Inc. has recommended you to as a leading importer in Korea of lightweight batteries for vehicles.We have obtained your name and add from the Internet. Our market survey showed that you are the largest importer of cases and b

4、ags in Egypt(言明去函目的言明去函目的)Latest intention, what kind of business you want to do with them . such as expanding market, entering into a joint venture with them, selling your own good or purchasing their products. etc.To establish long-term relationship In order to expand our products into South Ameri

5、ca, we are writing to you to seek cooperate possibilities.We are writing to you to establish long-term trade relations with you.Wish to express our desire to enter into business relationship with you.对本公司优势的概述对本公司优势的概述Business scope范围范围PrincipleConnection ( suppliers, distributors, government) Histo

6、ry ( experience)R&D powerOther advantagesWe are a leading company with many years experience in machinery export business.We enjoy a good reputation internationally in the circle of textile.We have our principle as “Clientsneeds come first.产品引见产品引见Quality ( material, craftsmanship技术技术 )PriceDesi

7、gnSpecification/color varietyPopularity in other areasArt. No.76 is our newly launched one with superb quality, fashionable design, and competitive price.Our products are enjoying popularity in Asian markets.We have a good variety of colors and sizes to meet with different needs. 鼓励性的结尾鼓励性的结尾Catalog

8、ues, leaflets传单传单, brochures小册小册子子SamplesFinancial referenceFavorable termsWishes Your comments on our products or any information on your market demand will be really appreciated.We are looking forward to your specific inquiries (your early reply).2、inquiry/enquiry询盘函询盘函 An inquiry is a request for

9、 information. In other words, an inquiry is also an invitation of buyers offer. In international business, inquiry letters are often written by importers to exporters. Such letters can be grouped into two categories: general inquiry and specific inquiry. In a general inquiry, the writer may ask only

10、 for catalogues, pricelists or samples in order to get a general understanding of the products handled by the exporter. A specific inquiry letter is written when the buyer has a particular article or product in mind and wants the seller to make a quotation or offer for this item.2、enquiry/inquiry询盘函

11、询盘函-阐明所要商品的范围，要求对方进一阐明所要商品的范围，要求对方进一步介召情况。步介召情况。例如例如: 指定详细的商品，甚至数量、包装、指定详细的商品，甚至数量、包装、交货期等，并要求对方报价或递价。交货期等，并要求对方报价或递价。The reply to an inquiry询盘函回答询盘函回答 The reply to an inquiry should be prompt and courteous and often contains the thanks to the receiver for his interest in your products. The reply to

12、 a general inquiry usually has enclosures such as catalogues, pricelists, pamphlets小册子小册子 which are to present detailed information. Replies to specific inquires should cover all the information asked for.We have an enquiry for large quantities of article商品商品 AGT-4 Dinnerware and Tea set.Please let

13、us know what terms you can supplyWe should be grateful if you would quote forWe require for immediate delivery. Please send us your best offer by .We shall be glad to receive your best quotations for them with indication of packing for February shipment, CIFC5 London.3. offer发盘函发盘函 Companies buying

14、and selling in international business use a process of negotiation and discussion called “Offer-Counteroffer-Acceptance to form an agreement. This process may be oral, or through face-to-face meeting or telephone conversations, but mostly by written correspondence between the two companies.3. offer发

15、盘函发盘函 An offer is the expression of the wishes of the seller to sell particular goods under stated terms (including quantity, prices, packing , time of shipment, terms of payment, etc.). In international business, offers can be divided into two kinds: firm offer and non-firm offer. “firm offer is th

16、e one which is a definite promise to sell and the terms in the promise will not be changed if it is accepted by a buyer within the given validity有效有效 time. “ Non-firm offer is the one which is not binding upon the sellers and the details of the offers may change in certain situations.lAcknowledgemen

17、t of inquiry (An expression of thanks)lAdvantage of the product (Name of commodities, quality, quantity and specifications)lMain Trade Terms (price, discounts, shipment, payment,etc.)lOffer validity (for firm offer)l A pushing end1确认收到对方询盘确认收到对方询盘Thank you for your inquiry of We are glad to receive

18、your letter of . inquiring about our plush toys.We have received your inquiry of . for our chinaware.2突出本身产品优势突出本身产品优势Art. No.88 is our newly launched one with superb quality, fashionable design, and competitive price.Our products are enjoying popularity in American markets.We have a good variety of

19、 colors and sizes to meet with different needs.The minimum 最小的最小的quantity in one 20 FCL and with the purchase of two or more containers, the price is reduced by 2%.3准确阐明各项买卖条件The best price is USD78.00 per set FOB Shanghai.All these blankets are packed in plastic bags with zip of 1 piece each, 20 pi

20、eces to a carton.Delivery is to be made within 45 days after receipt of order.4 声明此发盘的有效期及其他约束条件声明此发盘的有效期及其他约束条件This offer is valid有效的有效的 for ten days.For acceptance within two weeks.This quotation is effective while stocks last.This offer is subject to our confirmation.5) 鼓励对方订货并保证供货称心鼓励对方订货并保证供货称心

21、We hope you will agree that our prices are very competitive for these good quality clothes.and we look forward to receiving your initial 第一的第一的order.As we have been receiving a rush of orders now, we would advise you to place your order as soon as possible.This favorite offer will not be repeated fo

22、r some time, and we accordingly look forward to an early order from you.4. Counter-offer还盘函还盘函 A counter-offer is a partial or full rejection of the original offer of the seller. In counter-offer letters, the buyer may show his disagreement to certain terms of the offer. To convince the seller of hi

23、s position, the buyer should give proper reasons to support himself and then state his own proposals建议建议. The seller has the right of acceptance or refusal. In the latter case, he may make another counter-offer of his own. This process can go on for many a round till a business is concluded or calle

24、d off(canceled).The counter-offer letter should cover the following:1. Thank the seller for his offer and express regret at inability to accept.2. State reasons for non-acceptance-3. Make another counter-offer of his own on the renewed basis.4. Suggest that there may be other opportunities to do bus

25、iness together. Sometimes, when the counter-offer could not be accepted at all or the goods are not availableWhen a buyer may send out an order, which is an offer to buy.(namely, a bid) There are times when a seller does not accept the buyers order.As for example:1. Where he is not satisfied with th

26、e buyers terms and conditions.2. Where the buyers credit is suspect3. Where the goods are not available.When sending such letters:1. Regret your inability to meet the buyers needs2. Propose an alternative product, if one is available.3. If possible, state your own terms and conditions upon which bus

27、iness is likely to materialize.4. Hope for the opportunity to serve him some other time.1确认对方来函确认对方来函,明确表示无法接受对方的条件明确表示无法接受对方的条件We are glad to receive your letter of March 22 but sorry to learn that your customers find our quotation too high.(对方回绝接受的主要理由对方回绝接受的主要理由)Thank you for your fax of March 19

28、. We regret to say that we can not accept your counter offer.2) 强调原价的合理性，并列明理由强调原价的合理性，并列明理由We believe our prices are quite realistic实践的实践的; it is impossible that any other suppliers can under-quote us if their products are as good as ours in quality.The price we quoted is accurately calculated计算出的计

29、算出的有方案的有方案的. We have cut the profit to the minimum最最低限制低限制 in order to expand the market.3) 提出我方条件，并敦促对方行动提出我方条件，并敦促对方行动However, in order to develop our market in your place, we have decided to give you 5% discount as an exceptional case.Owing to the great demand for the product, this offer is valid

30、 only for 5 days.S/C letter (接受成交函接受成交函) If the exchange 交换交换of letters or cables or telexes 电传电传eventually leads to the conclusion of business, both parties当事人当事人 should confirm the deal. Such letters are usually accompanied by a Purchase Confirmation证明证据证明证据 /Purchase Contract or a Sales Confirmat

31、ion/Contract. A covering letter is used to draw his counterpart与对方位置同的人与对方位置同的人s special attention to certain terms and conditions, such as the price, terms of payment, specifications, quality, quantity, time of delivery, port of destination, etc.接受成交函接受成交函( S/C letter )-表示接受最后的磋商条件，并加以列表示接受最后的磋商条件，

32、并加以列明各项条款或随信附上明各项条款或随信附上“销售确认书销售确认书We are glad that through our mutual共同共同的的 effort finally we have reached the agreement.We are sending you Sales Confirmation No. 990123 in duplicate副本副本. Please sign it and return one copy for our file.催开信誉证函催开信誉证函( Speed up opening the L/C )Please instruct通知通知 you

33、r banker to issue发布发布 the letter of credit as early as possible in order that we may process进展进展 with the goods immediately.It is understood that a letter of credit in our favor 对我方有利对我方有利covering S/C No. 990123 will be established promptly.修正信誉证函修正信誉证函( L/C amendment letter )赞赏对方开来的信誉证；赞赏对方开来的信誉证；列

34、明不符点并阐明如何修正列明不符点并阐明如何修正 赞赏对方协作并敦促改证赞赏对方协作并敦促改证关键点：关键点：审证质量审证质量准确表达准确表达1 1、赞赏来证、赞赏来证Thank you for your L/C No. xxxxx issued Thank you for your L/C No. xxxxx issued by xxxxx dated xxxxx.by xxxxx dated xxxxx.We are pleased to receive L/C No. xxxxx We are pleased to receive L/C No. xxxxx established by

35、xxxxx dated xxxxx established by xxxxx dated xxxxx against S/C No. xxxxx. against S/C No. xxxxx. Thank you for your L/C No. SG99WE34 Thank you for your L/C No. SG99WE34 issued by West Country Bank. Los issued by West Country Bank. Los Angeles Branch dated Feb. 5, 2002.Angeles Branch dated Feb. 5, 20

36、02. 2 2、列明不符点、列明不符点However, we are sorry to find it However, we are sorry to find it contains the following discrepanciescontains the following discrepancies差别差别: :But the following points are in But the following points are in discrepancy with the stipulations of discrepancy with the stipulations o

37、f our S/C No. xxx:our S/C No. xxx:Please add the word before Please add the word before Please delete the clause . and Please delete the clause . and insertinsert插入插入 the wording the wording措辞措辞 . .Pleased amend the . to .Pleased amend the . to .The amount should be not / instead The amount should be not / instead of .of .Please extend the shipment date and Please extend the shipment date and the validity of the L/C to . the validity of the L/C to . and . respectively.and . respectively.3 3、赞赏对方协作敦促改证、赞赏对方协作敦促改证Thank you for your kind Thank you for