第一章外贸函电

1、 外贸英语函电外贸英语函电 Practical Business English 教学课件教学课件 制作人：制作人： 杜启遂杜启遂国际商务类应用型国际商务类应用型“十三五十三五”规划教材规划教材 课件简介课件简介 为了方便教师及自学者使用本 教材，在课件中我们设置了Learning Objectives, Introduction, Words & Expressions,以及 Chinese Version and Suggested Answers（仅仅第一章提供） 等 内容，以供参考。 Part OnePracticalBusiness English In this chapt

2、er, you will learn: Principles of business letter-writing; Layout of business letters, emails and faxes;Styles of business letters;1. How to address envelopes.Learning Objectives Introduction Business writing is of vital importance In international trade. Nowadays there is more than one style in wri

3、ting businessmessages including e-mails, faxes be-Sides traditional letters. Nevertheless, letters still play an important role in businessactivities. Proper business letters help a com-pany to communicate more efficiently andbring business opportunities to the company.Moreover, letters are the base

4、s of otherwriting styles as their structure, format， vocabulary, writing skills etc. are derived from letters. Therefore the writing of busi- ness letters is one of the essential skills to every businessman. . The principles of writing business letters 商业信函的撰写原商业信函的撰写原则则 Generally speaking, there ar

5、e three principles of writing a business letter , i.e. Clearness,Conciseness and Courtesy- the so-called “Three Cs” principles. 一般说来，商业信函的撰写原则有三点，即清楚、简明、礼貌，又称作“三C”原则。 1.Clearness 清楚清楚 It is required to express yourself clearly; straightforwardly by using simple and plain language so that the reader

6、can understand what you wish to convey to him. In a word, clearness of a letter is a success.必须用朴实简单的语言，清楚、直截了当地表达你的意思，让收信的人了解你想说什么。总而言之，一封明了清楚的信即是成功的。2.Conciseness 简明简明 To achieve conciseness, you should explain your position in reasonably few words and avoid wordiness or redundancy. Besides, prope

7、r paragraphing is needed.为了使信函简洁，必须用尽可能少的文字来表达你的想法与意图，避免废话连篇与重复。除此之外，适当的分段是有必要的。 3.Courtesy 礼貌礼貌 Courtesy means more than politeness. Courtesy politeness, courtesy Real courtesy comes from sincere you” attitude. When writing a letter, keep the readers request, needs, desires in mind and try to conve

8、y to him your care and consideration. Of course, you should never use the rude expression in a commanding tone and always be prompt to give a reply.礼貌并不只是客气，礼貌礼貌并不只是客气，礼貌客气，礼客气，礼貌貌 客气。真正的礼貌来自于真诚地客气。真正的礼貌来自于真诚地“为对方考虑的态度。为对方考虑的态度。”写信时，必写信时，必须从对方的角度去考虑他的需求与愿须从对方的角度去考虑他的需求与愿望，并尽量在信中表示你的关心与体望，并尽量在信中表示你的关

9、心与体贴。当然，粗鲁的语言与命令的语气贴。当然，粗鲁的语言与命令的语气是绝对不允许的。同时，要迅速、及是绝对不允许的。同时，要迅速、及时地回复对方的来信。时地回复对方的来信。. The layout of a business letter 商业信函的布局商业信函的布局1. A business letter consists of seven principal parts. 商业信函有七商业信函有七个主要部分个主要部分 （1）Letter head 信头信头 It includes the sender s name and address, postal code, telephone

10、number, fax number, e-mail ,website, and logo（if there is any）.It is usually printed at the top of the page.Location: At the top of the page信头包括发信人的公司名称与地址、邮编、电话信头包括发信人的公司名称与地址、邮编、电话号码、传真号码、电子邮箱、网址以及公司的标号码、传真号码、电子邮箱、网址以及公司的标识。识。位置：通常印在公司信笺的上方。位置：通常印在公司信笺的上方。 （2）References and Date 发文编号与日期发文编号与日期(1)

11、There are references in a business letter marked with Our ref. and Your ref.Location: At the left or right margin two line-spacing below the letter head发文编号通常标有发文编号通常标有“我方编号我方编号”及及“你方编号你方编号”。位置：在信头下方空两行，靠左或靠右。位置：在信头下方空两行，靠左或靠右。 e.g. Our ref. 我方编号我方编号 Your ref. 你方编号你方编号 （2）References and Date 发文编号与日期

12、发文编号与日期(2) The date should be written in the order of day, month, year（British practice）or month, day, year（American practice）. Do not use figures for the month and never give the date in figures（e.g. 9/12/2008）to avoid confusion.Location: Two line-spacing below the referencese.g. 26 June,2013 (Brit

13、ish practice) June 26,2013 (American practice ) （2）References and Date 发文编号与日期发文编号与日期(3) 日期应按日、月、年（英式）或月、日、年（美日期应按日、月、年（英式）或月、日、年（美式）的次序写。月份不能用数字，绝对不能全部式）的次序写。月份不能用数字，绝对不能全部用数字表示日期（如：用数字表示日期（如：9/12/2008）以避免混淆。）以避免混淆。位置：在发文编号下空两行。位置：在发文编号下空两行。 e.g. 26 June, 2013 (英式英式) June 26, 2013 (美式美式) （3） Inside

14、 Name and Address 封内行名与地址封内行名与地址（1） It contains the recipients name and address. And when writing address， care must be taken of the order. Messrs （plural form of Mr.）may be used if the firm is named after a person or more persons. Location: Two line-spacing below the date （3） Inside Name and Addres

15、s 封内行名与地址封内行名与地址（2） 此部分包括收信人的公司名称与地此部分包括收信人的公司名称与地址。当书写地址时要特别注意地址址。当书写地址时要特别注意地址的排列顺序的排列顺序.倘若收信人的公司是以人名命名的，倘若收信人的公司是以人名命名的，就可以在公司名称前加上就可以在公司名称前加上Messrs (Mr的复数的复数)一词。一词。位置：日期下空两行。位置：日期下空两行。 （3） Inside Name and Address 封内行名与地址封内行名与地址（3） e.g. Hewlett-Packard(Canada) Co. 5150 Spectrum Way Mississauga, O

16、ntario L4W 5G1 Canada收信人的收信人的公司名称公司名称 门牌号和街名门牌号和街名 城市名、省名、城市名、省名、邮政编码邮政编码 国名国名 （3） Inside Name and Address 封内行名与地址封内行名与地址（4） e.g. Messrs Edward Jones ltd. 90 Burnhamthorpe Road West Sussex Centre, Suite 902 Mississauga,ONTARIO L5B 3C3 Canada收信人的收信人的公司名称公司名称 门牌号和街门牌号和街名名 城市名、省名、城市名、省名、邮政编码邮政编码 国名国名 （

17、4）Salutation （1） The salutation is a greeting to the recipient. We usually use the following:称呼是写信人对收信人的一种致意，称呼是写信人对收信人的一种致意，通常有下列几种形式：通常有下列几种形式： （4）Salutation （2） Dear Sir, Dear Sirs,（British practice） 执事先生执事先生/ 敬启者敬启者 （ 英式）英式）Dear Madam, Dear Mesdames , （British practice）夫人夫人/敬启者（敬启者（ 英式）英式）Gentle

18、men:(American practice) 执事先生执事先生/ 敬启者敬启者 （ 美式美式 ） （4）Salutation （3） Dear Madam or Sir , (the writer is not sure whether the reader is a man or a woman) （ 写信人不能确定阅信人是男士还是女士）Dear Mr. Green， 格林先生Dear Mrs./Miss/Ms Green, (for a specific person) 格林太太/小姐/女士 (用于某一特定人)Location: Two line-spacing below the in

19、side address 位置：封内地址下空两行。 （5）Message 正文正文 It is the most important part of a letter. It is the message that the writer has to convey to the reader. 正文是信的最重要部分，写信人正是通过正文正文是信的最重要部分，写信人正是通过正文表达自己的意见。表达自己的意见。 Location: Two line-spacing below the salutation位置：在称呼下空两行。位置：在称呼下空两行。 （6）Complimentary Close 敬意

20、结尾敬意结尾（1） It is a polite way to end the letter. And it must match the salutation. The following are the salutations with their matching close: 这是用来表示一封信结束的客套语，它这是用来表示一封信结束的客套语，它必须与前面的称呼相呼应。以下是称呼必须与前面的称呼相呼应。以下是称呼与敬意结尾的呼应关系。与敬意结尾的呼应关系。 （6）Complimentary Close 敬意结尾敬意结尾（2） Dear Sir(s)，Dear Madam， 对应Yours

21、 faithfully, Dear Madam or Sir (British practice) （英式） （6）Complimentary Close 敬意结尾敬意结尾（3） Gentlemen: 对应Yours truly, (American practice) （美式）Dear Mr. Green, Dear Mrs./Miss/Ms Green， 对应Yours sincerely, Location: Two line-spacing below the last paragraph of the message位置：在正文最后段落下空两行。 （7）Signature 落款（签名

22、）落款（签名） （1） The signature is usually arranged as follows: a) the senders name of the firm; b) handwritten name of the writer; c) the writer s typed name; d) job title of the writer; e) name of the writers division or department. Location: Below the complimentary close . （7）Signature 落款（签名）落款（签名） （2）

23、 落款通常按下列顺序排列： 写信人的公司名称; 写信人的手写签名;c) 写信人的打印签名; d) 写信人的职务;e) 写信人的任职部门。 位置：在敬意结尾下方。e.g. Yours faithfully, China National Packaging Imp.& Exp. Corp. 王明王明 Wang Ming Manager Purchasing Department写信人的公司写信人的公司名称名称 写信人的手写签名写信人的手写签名写信人的打印签名写信人的打印签名 （7）Signature 落款落款 （签名）（签名） （3） 写信人的职务写信人的职务写信人的任职部写信人的任职部

24、门门 e.g. Yours faithfully, Staples Incorporated Andrew Staples Andrew Staples Sales Manager Sales Department写信人的公司写信人的公司名称名称 写信人的手写写信人的手写签名签名写信人的打印签名写信人的打印签名 （7）Signature 落款（签名）落款（签名） （4）写信人的职务写信人的职务写信人的任职部门写信人的任职部门 2. The optional parts 可供选择部分可供选择部分It is used when the writer wishes to direct the let

25、ter to a particular person or departmentwho takes care of the business. 如希望将信直接交经办人或经办部门时，可以选用这如希望将信直接交经办人或经办部门时，可以选用这一项。一项。Location：Two line-spacing below the inside address and is underlined. 位置：在封内地址下空两行，须加下划线。位置：在封内地址下空两行，须加下划线。（1）Attention Line经办人姓名经办人姓名e.g. Attention: Mr. Smith Att: Mr. Smith

26、请史密斯先生 办理 For the attention of Mr. Smith （1）Attention Line经办人姓名经办人姓名 It is to invite the attention to what content the letter is about. Location：Two line-spacing below the salutation. and is underlined事由是为了使收信人注意到该信的主题。位置：在称呼下空两行，须加下划线。e.g. Re: Your Order No.WT5879 Subject: Your Order No. No.WT5879

27、Your Order No.WT5879 事由：你方WT5879订单（2）Subject Line事由事由/标题标题 When there is something enclosed with the letter, we use Enclosure”. Location：In the bottom left-hand. 如果随信有附件，可加上“Enclosure”这一项。 位置：在该信的左下角，落款之下。e.g. Enc.:1 Order Form 附件：一份订单 Encls.: 2 Invoices 附件：两张发票 Encl.: As stated 附件：如文所述（3）Enclosure（

28、Encl. Enc.）附件）附件 When a copy of the letter is sent to others, write C.C. followed by the name of the person who will receive the copy. Location：In the bottom left-hand,below the enclosure 如需将信函抄送给其它有关人员，在C.C.后注明所要抄送的有关人员。 位置：该信的左下角，附件下方。e.g. C.C.: Jean Brown 抄送给： Jean Brown （4）Carbon Copy 副本抄送副本抄送 T

29、hey are made up of the initials of the person who dictates the letter and those of the typist. Location：Two line-spacing below the signature on the left. 认辨代号是由该信的口授者的姓名与打字员的姓名首字母构成。 位置：该信的左下角，签名下空两行。e.g. JS/AG or JS:AG (The letter is dictated by Jean Smith and typed by Alice Green ) （该信由Jean Smith口

30、授而由Alice Green打字）（5）Identification Marks 认辨代号认辨代号 A postscript is an afterthought, and it is usually regarded as a sign of poor planning. It should be avoided as far as possible. Location: Two line-spacing below whatever has been written .信写完后又想起还需要补充说明某事，可以加上附言。它往往被认为写信人计划不周的表现，因此应尽量避免使用。位置：在整封信结束后

31、下空两行。e.g. P.S. We are sending you under separate cover a copy of our latest catalogue . A.S. （. A.S.为写信人的简笔签名）（6）Postscript （P.S.）附言）附言 . The format of business letters 商业信函的格式商业信函的格式 There are many forms of a business letter. The three most popular forms are: 商业信函有许多格式，目前最流行的商业信函有许多格式，目前最流行的是这三种：是这

32、三种： 1. Full-block Style 完全平头式完全平头式 All parts except the letter head are placed against the left-hand margin. 信函中除信头外，全部靠左并对齐信函中除信头外，全部靠左并对齐。 Sample Letter Fujian Lvye Elevater Co. Ltd. 459 Wusi Road, Fuzhou, ChinaTel:(0591)87511111 Fax:(0591)87511112 April 12,2013 Pakistan Trading Company15 Broad St

33、reetKarachi,Pakistan Dear Sirs, Chinese ElevatorWe thank you for your letter of March 6 and are pleased to learn that you are interested in elevators made in China.In compliance with your request, we are sending you herewith our latest catalogue together with our price list. We trust you will find o

34、ur quotation satisfactory and look forward to receiving your order. Yours faithfully, Fujian Lvye Elevator Co. 郑郑 浩浩 Zheng HaoManagerSales Department Encl.: As stated 2.Modified Block Style 改良平头式改良平头式 All parts are placed against the left-hand margin except the date, complimentary close and signatur

35、e on the right while the subject line is in the middle of the page.日期、敬意结尾与落款靠右、事由居中，其日期、敬意结尾与落款靠右、事由居中，其余部分均靠左对齐。余部分均靠左对齐。 Sample Letter Fujian Lvye Elevater Co. Ltd. 459 Wusi Road, Fuzhou, ChinaTel:(0591)87511111 Fax:(0591)87511112 April 12,2013 Pakistan Trading Company 15 Broad Street Karachi,Pak

36、istan Dear Sirs, Chinese Elevator We thank you for your letter of March 6 and are pleased to learn that you are interested in elevators made in China. In compliance with your request, we are sending you herewith our latest catalogue together with our price list. We trust you will find our quotation

37、satisfactory and look forward to receiving your order. Yours faithfully, Fujian Lvye Elevator Co. 郑郑 浩浩 Zheng Hao Manager Sales Department Encl.: As stated 3. Indented Style 缩行式缩行式Indent the first line of each paragraph of the message with the inside name and address blocked. The date, complimentary

38、 close and signature are on the right, with the subject line in the middle of the page.封内名称与地址用平头式，正文的每段第一封内名称与地址用平头式，正文的每段第一行均往右缩进行均往右缩进3-5个字母。日期、敬意结尾个字母。日期、敬意结尾与落款靠右、事由居中。与落款靠右、事由居中。 Sample Letter Fujian Lvye Elevater Co. Ltd. 459 Wusi Road, Fuzhou, ChinaTel:(0591)87511111 Fax:(0591)87511112 April

39、 12,2013 Pakistan Trading Company15 Broad StreetKarachi,Pakistan Dear Sirs, Chinese Elevator We thank you for your letter of March 6 and are pleased to learn that you are interested in elevators made in China. In compliance with your request, we are sending you herewith our latest catalogue together

40、 with our price list. We trust you will find our quotation satisfactory and look forward to receiving your order. Yours faithfully, Fujian Lvye Elevator Co. 郑郑 浩浩 Zheng Hao Manager Sales Department Encl.: As stated . Envelope addressing 信封写法信封写法 There are also three essentials of addressing an envel

41、ope, i.e. accuracy, legibility and good appearance. And as to the style, there are block style and indented style. But no matter what style you choose, you should always write the senders name and address in the upper left corner while the recipients name and address in the center.信封写法也有三个要点，即正确、字迹信

42、封写法也有三个要点，即正确、字迹清晰与美观。但不管用什么形式，发信清晰与美观。但不管用什么形式，发信人的名称与地址都位于信封的左上角，人的名称与地址都位于信封的左上角，而收信人名称与地址均位于信封中央。而收信人名称与地址均位于信封中央。Indented Style Fujian Hongxin Garments Import &Export Corp. 132 Wuyi Road Fuzhou , China Messrs Barnet Bros., Ltd. 900 Queen Victoria Street London,E.C.4, England Block Style Fuj

43、ian Hongxin Garments Import &Export Corporation 132 Wuyi Road Fuzhou , China Messrs Barnet Bros., Ltd. 900 Queen Victoria Street London,E.C.4, England V.Business Email and Fax Exercises and Suggested Answers I.Find out what is not proper in terms of layout and format in the following letter and

44、make corrections. John Benson & Co.,John Benson & Co., Ltd. Ltd. 235 East 42 235 East 42ndnd Street Street New York, NY 10017 U.S.A. New York, NY 10017 U.S.A. Xiamen Textiles Import & Export Corp. 189 Seaside Road, Xiamen, China April 15, 2012Chinese Cotton Piece GoodsDear Sirs: We learn

45、 your name and address from International Business Daily and are given tounderstand that you are exporting cotton and silk piece goods. We are large dealers in textiles and are interested in Printed Shirting at present. There is a steady demand here for the above mentioned commodities of high qualit

46、y atmoderate prices. We shall appreciate it if you will send us a copy of your catalogue with details of Your prices, terms of payment and discount you can grant . We look forward to your early. Wang Hua 王华王华 Your FaithfullySales ManagerXiamen Textiles Import & Export Corp. Xiamen Textiles Impor

47、t & Export Corp. 189 Seaside Road, Xiamen , China April 15, 2012 Messrs John Benson & Co., Ltd. 235 East 42nd Street New York,NY 10017, U.S.A. Dear Sirs, Chinese Cotton Piece Goods We learn your name and address from International Business Daily and are given to understand that you are expor

48、ting cotton and silk piece goods. We are large dealers in textiles and are interested in Printed Shirting at present. There is a steady demand here for the above mentioned commodities of high quality at moderate prices. We shall appreciate it if you will send us a copy of your catalogue with details

49、 of your prices, terms of payment and discount you can grant . We look forward to your early reply. Yours faithfully, Xiamen Textiles Import & Export Corp. 王华王华 Wang Hua Sales Manager Yours faithfully, Xiamen Textiles Import & Export Corp. 王华 Wang Hua Sales Manager II.Change the layout of th

50、e following letter into modified block style. Overseas Trading Co.21Park StreetLondon E.C.4,EnglandPhone: 360-555-1343 Fax: 360-555-1344 Email: Totalomthree.co.uk January 10,2012China National TextilesImport & Export Corporation82 Tung An Men StreetBeijing,ChinaDear Sirs,Cotton Socks We are glad

51、 to learn from your advertisement in China Textile News that you are dealing in cotton piece goods. We are quite interested in your socks. We should appreciate it if you would send us your latest catalogue, price list and sample books. We are one of the leading dealers in textiles in our area and th

52、ere is a large demand here for the goods of the kind mentioned.We shall place a large order with you if your products are good in quality and reasonable in price. We await your early reply. Yours faithfully,Overseas Trading Co.John Smith John Smith General Manager Overseas Trading Co. 21 Park Street

53、 London E.C.4, England Phone:360-555-1343 Fax:360-555-1344 Email: Totalomthree.co.uk Totalomthree.co.uk January 10, 2012 China National Textiles Import &Export Corporation 82 Tung An Men Street Beijing, China Dear Sirs, ,Cotton Socks We are glad to learn from your advertisement in China Textile News that you are dealing in textiles. We are quite interested in your socks. We should appreciate it if you would send us your latest catalogue, p