实用外贸英语3市公开课金奖市赛课一等奖课件

UnitOneEstablishingTradeRelations第1页第1页EstablishingTradeRelationsInforeigntradeactivities,thewisebusinessmanknowsthatheshouldhaveextensivebusinessconnectiontomaintainandexpandhisbusinesswithothers.Therefore,theestablishmentofbusinessrelationsisoneofmostimportantundertakingsinthefieldofforeigntrade.在对外贸易活动中，精明商人知道，要保持和扩大业务就要有广泛业务关系。因此，建立商业关系是外贸领域里极为主要一项工作。第2页第2页Generallyspeaking,themainproceduresofenteringintobusinessrelationsareasfollows:

1.Toobtainthedesirednameandaddressofthecompany.

2.Towritesomeletterstothepartiesconcerned.3.Tomakestatusinquiriesonthecompany.

4.Tomakeafinaldecision.普通来说，建立商业关系主要环节下列：1.取得公司名称和地址2.向相关方面发函3.对该公司进行资信调查4.作出最后决议第3页第3页Inforeigntrade,whenanewlyestablishedcompanyoracertaincorporationwithalongerhistorywishestoopenupamarkettosellsomethingtoorbuysomethingfromotherfirms,thepersoninchargeshouldfirstofallfindoutwhomheisgoingtodealwith.Suchinformationcanbeobtainedthroughthefollowingchannels:在对外贸易中，当一家新成立公司或某家历史较长公司想在国外开拓市场，以便向其它公司销售一些商品或购买一些商品时，该公司主管人员应当首先查明将与哪些公司做生意。此种信息能够从下列渠道取得：第4页第4页ChannelsBanks_theyarealwaysreadytosupplythenamesandaddressesofexporter/importerintheirrespectivecities.银行ChamberofCommerce商会TheChineseCommercialCounselor’sOfficeinforeigncountries中国驻国外商务参赞处（商务代表处）.TradeDirectory贸易商行名目Advertisement商业广告FriendsinBusinessCircles生意圈朋友Tradeshows,FairsandExhibitions贸易展销会，交易会，展览会BusinessHouseofthesametrade同业商行Consumers’organizations消费者组织Libraries图书馆Internet互联网第5页第5页Asforlibrariesandinternet,theyareavailableforourinformationcollection.Thereisnothingquiteaswonderfulasawell-stocked,well-runlibrary.Theyarewithoutdoubtthemosteffectivesourceofinformationyoucanfind.Whereveryoufindthem,they’llcontainawholehostinformationsources.Reports,Surveys，Lists,TestDataetc.Allyouhavetodoisgoandgetit.去图书馆和互联网上查找相关信息是非常有效路径。图书馆是最有效信息源，无论在哪家藏书丰富，运营良好图书馆，我们都会发觉大量汇报，调查，目录，试验数据等。只要我们去专心搜集，就会找到相关产品，公司和联系方式。第6页第6页Online,allyouneedtoknowishowtolinkintothatcommunicationsnetusingacomputer.WiththehelpofanISP_internetserviceprovider,youcanaccessallkindsoffields.Themainadvantagethattheinternethasisitsimmediacyandconvenience.关于互联网，你所要做就是将自己电脑与网络连接，在互联网服务器帮助下，你能够进入各个信息领域。通过网络搜集信息长处在于及时性和以便性。第7页第7页MarketResearchandFirmResearchInforeigntradeactivities,itisveryimportantforbusinessmantolearnasmuchaspossibleaboutthemarkettheywanttoenter,thepotentialclientorpartnertheywilldealwithbeforedoingbusiness.Sowehavetodotworesearches.在做生意前，业务人员应尽也许了解相关市场，潜在客户和竞争对手信息。因此我们要做两个调研。第8页第8页MarketResearch市场调研A.Usingtradestatisticspublishedbymostcountriestonarrowdownthescopeofresearch.利用大多数国家公布贸易统计数据，缩小调查范围。B.Knowingtheculturalandsocialbackgroundsofthetargetmarket,suchaslanguage,religionandlocalpeople’saestheticalviewpoints.

理解目的市场文化及社会背景。如语言，宗教信奉和当地人们审美观等。C.Knowingtherelevantgovernmentpolicies.弄清相关政府相关政策。D.Beingfamiliarwiththegeographicalconditionsandfeaturesofdifferentcountries__becausetemperature,altitudeandhumidityextremesmayaffecttheproperfunctioningofsomeequipments.熟知各国地理情况与特点。由于，温度，海拔及湿度巨大改变会影响一些设备正常运营。E.Knowingthetargetmarketconditions,suchasthecommodities,theprice,thecompetitors,etc.熟知目的市场行情，如商品情况，价格情况，竞争对手情况等。第9页第9页FirmResearch公司调研Aftermarketresearch,wehavetofocusourattentiononsomethingaboutthefirmweareabouttodobusinesswith.市场调研后，我们要集中研究我们对手公司经营情况，尤其是新建立关系公司更应如此。Thefinancialposition财务情况Thecredit信用Thereputation名誉Thebusinessmethods业务做法普通依据‘3C’原则：

Conduct品行，Capacity能力，Capital资本。第10页第10页取得上述信息有各种办法。商人普通向银行，商会，驻国外商务处或其它征询机构征询，而不是向他们同行或朋友理解。由于经由上述渠道得到信息是最可靠。但银行是不会向陌生商人提供信息，除非征询来自他们同行。因此，商人假如想从银行取得信息，记着要通过自己开户行。第11页第11页Havingobtainedthedesirednameandaddressofthefirmfromanyoftheabovesources,thepersonconcernedinthecompanymaywritealetterore-mailandsendittothepartyconcerned.Suchlettersore-mailsshouldbeginbytellingthereceiverhowhisnameandaddressareobtained.Then,thedesireofestablishingbusinessrelationsshouldbeexpressed,andsomegeneralinformationaboutthelinesofbusinessbeinghandledinbothfirmsshouldbeaddedinit.从上述渠道取得所需公司名称和地址后，相关人员可向其发函或电子邮件。信中应首先告知收信人你是如何得知他们公司名称和地址。然后，表示欲与对方建立贸易关系愿望，并须提及双方所经营商品范围。第12页第12页UsefulSentencesforBeginninginCorrespondenceYournameandaddresshavebeengiventousbytheChineseConsumersAssociationinBeijing.Yourletterexpressingthehopeofenteringintobusinessrelationswithushasbeenreceivedwiththanks.YourCommercialCounselor'sOfficehasreferredustoyouforestablishingbusinessrelationswithyourcorporation.Wewishtointroduceourselvestoyouasastate-operatedcorporationdealinginlightindustrialgoods.WeoweyournametotheCanadianCommercialBank,throughwhomwelearnedthatyouareimportersandexportersofmedicinesandhealthproducts.Wehaveread(seen)youradvertisementintheTIMEmagazineandhavepleasureinestablishingbusinessrelationswithyou.OntherecommendationofChinaBankinyourcity,wehavelearnedwithpleasurethenameofyourcompany.WewritetointroduceourselvesasoneoftheleadingexportersofgarmentsinChina.第13页第13页MarketingandPromotionAfterstudyingtheinformationanddataobtainedthroughmarketresearches,themakerortheexportermaydecidewhethertherearegoodprospectsforhisgoodsintheforeignmarket,andthentakeeffectivemeasurestopromotetheexportofthegoodstothatmarket.通过度析市场调研结果后，制造商或出口商能够判断出他商品在国外市场前景，并采用有效办法来增进对那个市场出口。第14页第14页Tohelpstartanexportbusiness,theexportermaynotonlycollectinformationordatafromoutsidesourcesbutalsomakehisproductsknowntoothersabroadonhisowninitiative.Nowadays,newequipment,newproductivedevelopmentsandexpandedresearcheshavebroughtaboutanentirelynewpointineconomicdevelopment.Thereisnolongeramarketwaitingtoconsumeeverythingthefactoriesturnout.Ithasbecomeevidentthatbusinessmanwillhavetosellandpromoteaggressivelyinordertodevelopandexpandthemarketsnecessarytoconsumeallthethingsthefactoriesproduce.Itmeansthatbusinessmanhastodeterminebeforehandwhat,howmuch,atwhatpriceandunderwhatcircumstancestheultimateconsumerwillpurchase.Accordingly,variousmarketingstrategieshavebeendeveloped.Underlyingallmarketingstrategiesis“TheMarketingConcept”whichcanbeillustratedinthefollowingdiagram.为了出口贸易，出口商不但要从外部渠道搜集信息或数据，而且还要发挥本身主动性来使他产品为国外所知。今天，新设备，新产品开发和扩展研究已给经济发展带来了全新意义，不再有一个等候着消费工厂所生产全部产品市场。很显著，商家必须主动地去销售和促销，以发展和扩大必需市场来消费工厂生产一切产品。这就意味着商家必须事先决定最终消费者将购置什么，买多少，在什么价位以及在什么情况下购置。与之对应，他们采取各种不同营销策略关键就是“营销理念”，该理念能够