外贸函电_Unit 2建立贸易关系

1、Establishing Business RelationsUnit 2:Unit Two学习目标学习目标 了解建立贸易关系的重要性、获取信息的途径； 握建立贸易关系信函的主要内容、写作方法和常用表达； 能够根据不同情境熟练撰写建立国际贸易关系的信函。Unit Two本讲内容本讲内容Section 1: IntroductionSection 2: Specimen LettersSection 3: Some Useful ExpressionsUnit TwoSection 1: Introduction u没有顾客就没有市场，没有市场就谈不上 贸易。需要通过各种途径对潜在客户的相关信息

2、及需求进行全面了解和沟通 。 1.获取信息的途径有许多 ：报刊、电视、 网络等。 2.意义：维持和扩展业务活动的重要措施， 而顾客则是业务扩展的基础。 3.涉及到以下几方面的内容涉及到以下几方面的内容 ： Unit TwoSection 1: Introduction a.介绍得知对方情况的途径； b.来函的意图； c.自己公司情况简介； d.提供资信人。 e.若意欲从对方进口货物，可要求对方寄目录、价目表、样品等； f.若意欲向对方介绍推销自己的产品，同样应寄去目录、价目表等资料。 g.最后，还应表示愿与对方相互合作、互惠互利之类的真诚愿望。Unit TwoSection 1: Introd

3、uction “CPSIR”原则： C = companys name P = product S = service I = information source R = recommendation (either the name of a company or a person) Unit TwoSection 2: Specimen Letters Letter 1: A letter written by an export asking for establishing business relation Dear Sirs, Having learnt your name an

4、d address through the Commercial Counsellors Office of our Embassy, we avail ourselves of this golden opportunity to write to you and see if we can establish business relations with you. Unit TwoSection 2: Specimen Letters avail ourselves of this golden opportunity 我们利用此次宝贵的机会 e.g. 如果你抓住这次机会，你就会获得成功

5、 If you avail yourself of this golden opportunity, you will succeed.Unit TwoSection 2: Specimen Letters We are a state-owned import and export textile company specializing in cotton products such as curtains, table cloth, and in the position to accept orders according to customers samples, specifyin

6、g designs, specifications and packing requirements. We are also prepared to accept orders for goods with customers own trademarks or brand names.Unit TwoSection 2: Specimen Letters1. State-owned 国有的 Private-owned 私有的 Joint venture 合资企业2. be specialized in 专门经营于- e.g. Our company is specialized in ir

7、on and steel products.3. in a position to (=be able to ) 可以做 e.g. We are in a position to offer prompt shipment.Unit TwoSection 2: Specimen Letters4. according to customers samples, specifying designs, specifications and packing requirements. 依据顾客的样品、专门的设计、具体规格和包装要求5. with customers own trademarks o

8、r brand names. 拥有自己的商标和品牌Unit TwoSection 2:Specimen Letters In order to give a general idea of our various cotton made products, we are airmailing you under separate cover a catalogue of our items. We shall be glad to send quotations and samples upon receipt of your concrete enquire. Looking forward

9、 to hearing from you! Yours faithfully, John Li Unit TwoSection 2: Specimen Lettersunder separate cover(=by separate mail) 另函，另邮under plain cover (信件，包裹等) 没有注明寄发人姓名、地址及内容 e.g. The invoice will arrive here under separate cover. 发票将另邮到达。Unit TwoSection 2: Specimen Letters 思考？ 信函一是一封典型的齐头式的信件。通过该例来了解齐头

10、式的写法，注意格式的人性化。Unit TwoSection 2: Specimen LettersLetter 2： An export writes to a potential customer to express wish of cooperation Dear Sirs, We owe your name and address to the Commercial Counselors office the Swedish Embassy in Beijing who has informed us that you are in the market for textiles.Un

11、it TwoSection 2:Specimen Lettersowe(1) vt. a. 该把归功于，认为是靠的力量（后接介词to） We owe your name and address to. 承蒙告知你公司的名称和地址。 b.欠（债等），该向支付 owe sb a large sum = owe a large sum to sb 欠某人一大笔钱(2) vi. 欠款，欠钱 They have paid up all that was owing. 他们已全部付清欠款。 There is still a balance of $1 000 owing (to) our company.

12、 仍欠我方余数1 000美元。Unit TwoSection 2: Specimen LettersCommercial Counselors office商务参赞处Embassy 大使馆Unit TwoSection 2: Specimen Lettersinform v. 通知，告诉，报告(1) inform sb. of sth. Please inform us of the sales situation on your products. 请告知我方，你方产品的销售情况。 We shall inform you of the date of shipment, name of st

13、eamer. 我们会将装运日期和船名通知你方。(2) inform sb. that/what/which We wish to inform you that business has been done at 200 per metric ton. 我们已以每公吨200英镑的价格成交，特此告知。 Please inform us what quantity you can purchase per year. 请告知每年可购买的数量。Unit TwoSection 2: Specimen Letters(3) Please be informed that Please be inform

14、ed that we have already delivered the goods you ordered. 兹通知你方，我方已将你方所订货物发出。(4) keep sb. informed of /that随时告知 类似的, keep sb. advised of /that , keep sb. posted of /that We expect you will keep us informed the sales condition on your side. 我期望随时报道你方的销售情况。Unit TwoSection 2:Specimen Lettersmarket(1) n.

15、 市场，销路 a. in the market for 要买 We are in the market for silk. 我们要买丝绸。 b. come to (into) the market 上市 We will keep in touch with you when the new model comes to the market. 只要 新品上市，我们就和你方联系。 c. find a market 找销路 We are trying to find a market for this project. 我们正在努力为此项计划找门路。Unit TwoSection 2: Speci

16、men Letters d. good (poor, no) market 畅销（滞销，无销路） There is a good (a poor, no) market for these products. 这些商品畅销（滞销，无销路） e. in the market 要买或要卖 Please tell us as soon as you are in the market. 一旦你方要买（卖）时，请告知。(2) v. 销售，推销 We will try to market this product at our end if you allow us a 25% commission.

17、如你方给佣金25，我方愿在我地设法推销这一商品。 Unit TwoSection 2:Specimen Letters We avail ourselves of this opportunity to approach you for the establishment of trade relations with you. We are a state-operated corporation. Handling both the import and export of textiles. In order to acquaint you with our business lines

18、, we enclose a copy of our Export List covering the main items suppliable at present. Should any of the items be of interest to you, please let us know. We shall be glad to give you our lowest quotations upon receipt of your detailed requirements. Unit TwoSection 2: Specimen Letters approach. (1) vt

19、. a. 同接洽，同联系。 We shall approach the department concerned on this matter. 我们将同有关部门联系此事。 One of our clients approaches us with an order for 100 tons White Sugar. 我方一客户向我洽订100吨白糖。 b. 接近，近似，向靠近 As the manufacture of your order is approaching completion, you are requested to open your L/C without any fur

20、ther delay. 你方订货即将制造完毕，请立即开证。Unit TwoSection 2: Specimen Letters (2) vi. 临近，靠近，接近 The date of delivery is approaching, but we have not yet received your L/C up to now. 交货日期日益逼近，而有关信用证至今仍未收到 Unit TwoSection 2: Specimen Letters export & import 既可以做动词，也可以作名词，也是一对反义词，其变换方式也是一样的。 exporter - importer

21、出口商/进口商 exportation - importation 出口/进口 其前缀也是相反的。 ex - out of - exclude 把 - 排除在外 im - in - include 把 - 包括在内Unit TwoSection 2: Specimen Lettersacquaint v. 使熟悉，使了解，使认识(1) acquaint sb with /of sth, acquaint sb that You will have to acquaint us with your new friend. 你们必须让我们了解你的新朋友。(2) be/get acquainted

22、with We are well acquainted with whom you are. 我们很了解你是什么样的人。Unit TwoSection 2: Specimen Lettersline (1) n. a. 短函；行业；（一类）货色 Just a line (a few lines) to inform you that we have today opened an L/C to cover our purchase of Surgical Instruments. 兹通知，我们所购买的外科医疗器械的信用证已于今日开出。Unit TwoSection 2:Specimen Let

23、tersb. along (on) these lines 关于这件事，用这种方式 We will write to you again along (on) these line. 关于这件事我们将再给你写信。c. fall in line with 同意，符合 We do not think we can fall in line with your views. 我们认为我们不能同意你的意见。d. in line (out of line) 相合（不相合） Your price is quite in line, but the time of shipment is too exten

24、ded. 你的价格尚可，但船期太迟。Unit TwoSection 2: Specimen Letterse. in line with 按照 In line with faxes exchanged, we confirm having sold you the following. 按照往来函电，我们确认售给你们以下商品。 on sound lines 用正确的方法 on the wrong lines 用错误的方法(2) v. 安排（与副词up连用） We are trying to line up an offer for you and will cable you as soon

25、as possible. 我们正努力为你准备报盘，并将尽快去电。 We may be able to line up 50 tons for you in the next few days. 几天后我们可能给你安排50吨货。 Unit TwoSection 2: Specimen Letters In our trade with merchants of various countries, we always adhere to the principle of equality and mutual benefit. It is our hope to promote, by join

26、t efforts, both trade and friendship to our mutual advantage. We look forward to receiving your enquiries soon. Sincerely yours, (Signature) Encl.Unit TwoSection 2: Specimen Letterstrade.(1) n. 贸易，行业 In recent days, there has been a slow down in our trade with you. 最近我方和你方的贸易有所减少。(2) v. 从事贸易，做生意，经营（

27、和某人做贸易，后接介词with；经营某项商品后接介词in） We do not trade with them. 我们不和他们进行贸易。 They trade mainly in cotton piece goods. 他们主要经营棉布业。 trade relations = trading relations = relations. Unit TwoSection 2:Specimen Letterslook forward to 期待（to是介词，后接名词或动名词） We are looking forward to your early reply. 盼早日回复。 We look fo

28、rward to receiving your early reply. 盼收到你们的早日答复。Unit TwoSection 2: Specimen LettersLetter 3 Asking for the senders credit status Gentlemen: The under-mentioned company, of Lagos, Nigeria, has recently approached us, hoping to establish business relations with us and push the sale of Chinese Drawn Wo

29、rks in their country. West African Trading Co. Ltd. 221, Lary Rd. Lagos, Nigeria We would therefore greatly appreciate it if you could furnish us with the necessary information about the financial standing of the above firm.Unit TwoSection 2:Specimen Letters We promise that any information you may g

30、ive will be treated in absolute confidence. Yours faithfully, Jacky ChenUnit TwoSection 2: Specimen Lettersunder-mentioned company 下列所提及的公司 above-mentioned goods 上述货物 The under-mentioned company is reliable. 下列提到的公司是可靠的。push the sale (= promote the sale) 促进销售 This international conference not only p

31、ushes the sale, but also friendship. 这次国际会议不仅促进了销售，也加强了友谊。appreciate v. 感激，理解 We fully appreciate your anxiety that the shipment should be made as soon as possible. 我方完全理解你方急切希望货物尽早装运。Unit TwoSection 2: Specimen Lettersfurnish sb. with sth. (=supply/provide sb. with sth.) This company furnishes a va

32、riety of silk products. 该公司提供各种各样的丝质产品。standing n. 状况，时期 the credit standing 信用状况 Owing to the long-standing friendly business relations between us, we offer you the mostfavorable terms. 鉴于你我之间的长期友好关系，现提供给你最优惠的条 款。in absolute confidence (=absolutely confidential) 绝密 The banks information offered to

33、us will be kept in absolute confidence. 银行提供给我方的信息将被视为绝密保存。 Unit TwoSection 2: Specimen LettersLetter 4： A importer writes a letter to a potential exporter Dear Sirs， The Bank of China in Chicago recommended your corporation as being interested in establishing business relations with Chinese corpora

34、tion for the purpose of selling light industrial products of your country. We invite you to send us details and prices of your products, and we shall gladly study the sales possibilities in our market. We shall always be very happy to hear from you and will carefully consider any proposals likely to

35、 lead to business between us. Yours truly, (Signature)Unit TwoSection 2: Specimen Lettersrecommend (1) v. 推荐，劝告，建议 a. 可以有双宾语 They request you to recommend them some material that suits the African market. 他们请你方推荐一些适合非洲市场的商品。 b. recommend可直接跟名词作为宾语。 We strongly recommend concentration of offer. 我们极力建

36、议集中报盘。 c. recommend可跟动名词 We recommend buying a small quantity for trial. 我们劝你买少量试用。Unit TwoSection 2: Specimen Letters d. recommend不可直接跟动词不定式 We recommend you to by a small quantity for trial. 而不能说We recommend to buy a small quantity for trial. e. recommend可接that引导的从句 We recommend that you try the S

37、candinavian markets. 我们建议你们试一下斯堪的纳维亚商场。(2) n. 介绍，推荐 On the recommendation of our friends, we are writing to ask you to offer us the following. 经我们的朋友介绍，我们写信要求你们报以下商品。Unit TwoSection 2: Specimen Letters for the purpose of 为目的（意图） The goods needed are for medical purposes. 所需之货是供医药使用的。 Please send us

38、a collection of specimens for reference purposes. 请寄给我们一组样品作为参考。Unit TwoSection 2: Specimen LettersLetter 5 Refusing the other partys cooperation and offering the reasons Dear Sirs, Your communication of the 28th May addressed to our sister corporation in Shanghai has been passed on to us for attent

39、ion and reply as the export of enamelware falls within the scope of our business activities. However, we very much regret that we are not in a position to supply you with enamelware direct, as we are already represented by Messrs Freemen and Brothers Co. Ltd.267 Broad Street，for the sales of this co

40、mmodity in your district. We would advise you to get in touch with them for your requirements.Unit TwoSection 2: Specimen Letterscommunication n. 通信，交流，通讯，传达 All communications are to be addressed to the Shipping Department. 所有的函件请寄交运输处。communicate v. 通信，就留 communicate with sb. 和某人联系 If you are inte

41、rested, please communicate with us. 如果您有兴趣，请与我方联系。 . communicateto 把某事告知某人 Please communicate this to your buyers. 请将此事通知你方买主。Unit TwoSection 2: Specimen Lettersscope n. 范围 Line within the scope of our business activities. 属于我们的经营范围。 类似的表达有： be within (fall within, come under) the scope of our trade

42、 activities lie within (或fall within) our business scope (sphere)等。Unit TwoSection 2: Specimen LettersWe very much regret that regret抱歉，惋惜，引为遗憾，其后可跟名词，动名词，也可跟从句。 We regret 和We regret to say (note, learn )用法不同，如果是因为我方的不足或过失而表示遗憾，两个句子都可以用；但如果是因为对别人的不足或过失表示遗憾，则只能说We regret to say (learn, note)。 另外，当reg

43、ret被状语very much修饰时常放在regret的前 面。如： We very much regret mistake. 对这个错误我们深表遗憾。 We very much regret to learn that you are not in a position to entertain any fresh orders at present. 我们十分遗憾地获悉你们目前不能接受新订货。Unit TwoSection 2: Specimen Lettersget in touch with = keep in touch with 与联系 When we are again in a

44、 position to supply, we shall not fail to get in touch with you. 当我们能再供应时，一定与你方联系。 As this item is handled by our Shanghai Office, please get in touch with them directly. 由于此货品由我方上海办事处办理，请与他们直接联系。Unit TwoSection 2: Specimen Letters In case you are interested in other items, kindly let us know and we

45、 shall be only too pleased to make you offer directly. Yours faithfully， (Signature)Unit TwoSection 2: Specimen Letterscase(1) in case a. 如果，假若 Please tell us in case you are interested in this article. 你方如对此商品感兴起，请告知我方。 b. 以备（万一），以防（万一） We would suggest your placing an order at present in case the

46、new crop may fail. 建议你们现在订购，以防新货歉收。(2) in any case 无论如何 In any case we are unable to effect shipment in this month. 这个月我们无论如何无法发运。Unit TwoSection 2: Specimen Letters(3) in case of 假若，如果，万一In case of offer, please quote your best price. 如能报盘，请开最低价。(4) in no case决不You may be assured that in no case wi

47、ll the L/C be delayed. 你方可放心，信用证决不会迟开。(5) in the case of 就而言，至于In the case of payment terms, we are unable to accept D/P at 60 days sight. 至于付款条件，我方无法接受远期60天的付款交单。(6) in this case 假使这样，既然这样In this case，we will not fail to cable you an offer. 如果这样，定去电给你报盘。(7) such being the case 情况既然如此Such being the

48、case, we regret being unable to make you an offer at present. 情况既然如此，抱歉我们目前无法报盘。 Unit TwoSection 3: Some Useful Expressions 1. business connections 业务关系；客户2. Commercial Counselors Office 商务参赞处（往往设在各国的驻外使馆内）3. Embassy 大使馆4. for your reference 供贵方参考5. trade reference 贸易资信证明人6. Your firm has been kindl

49、y recommended to us by Messrs J. Smith & Co., Inc., in New York, as large importers of furniture. 纽约史密斯有限公司向我们介绍，贵公司是家具业的主要进口商。Unit Two7. Through the courtesy of we have learned that you are one of the representative importers of 承的介绍，获悉你们是有代表性的进口商之一。8. Your name and address has been given to us

50、 by Messrs. J. Smith & Co., Inc ., in New York, who have informed us that you 据纽约史密斯公司所告，得悉你公司名称和地址，并得知你们9. We take the liberty of writing to you with a view to building up business relations with your firm. 我们冒昧通信，以期与你公司建立业务关系。10. We are given to understand that you are potential buyers of Chinese, which com