外贸英语函电 课件 第十六章 代理 Agency

第十六章代理Agency

学习目标掌握国际贸易实务中有关代理的专业知识熟悉与代理相关的信函通过操练能够自己动手写作有关信函关键词代理（agency）、销售代理（salesagency）、总代理（generalagent)、代理人（agent)、独家代理（soleagent）代理和代理人代理(Agency)，在国际贸易中主要是指销售代理。出口商与国外的代理商达成协议。由出口商作为委托人，授权代理人代表出口商推销商品、签订合同，由此而产生的权利和义务直接对委托人发生效力。

代理人（Agent)在委托人授权的范围内行事，不承担销售风险和费用，不必垫付资金，通常按达成交易的数额提取约定比例的佣金而不管交易的盈亏。出口商委托代理人销售商品，主要是利用代理商熟悉销售地市场，有广泛的销售渠道。特别需要指出的是，代理人的商誉对商品的销售乃至出口企业的形象有举足轻重的作用。代理示意图代理的种类根据委托人授于代理人权限的不同，销售代理可分为下列几种：总代理(GeneralAgent)：是委托人的全权代表。在指定地区内，代表委托人从事销售活动和其他范围广泛的商务活动。独家代理(ExclusiveAgentorSaleAgent)：在代理协议规定的时间、地区内，对指定商品享有专营权的代理人、即委托人不得在以上范围内自行或通过其他代理人进行销售。一般代理(Agent)：指不享有独家代理专营权的代理商，委托人可同时委托若干个代理人在同一地区推销相同商品。独家代理协议

规定有专营权的代理协议，即为独家代理协议。其主要内容如下：1.双方的基本关系出口方与代理商之间的关系是委托代理关系。代理人应在委托人授权范围内行事，并应对委托人诚信忠实。委托人对代理人在上述范围内的代理行为，承担民事责任。2.代理的商品、地区和期限委托人对代理人的授权中，应明确说明代理销售商品的类别和型号，独家代理则必须明确其业务的地理范围，并约定代理协议有效期限，或者规定中止条款。3.专营权在上述范围内，委托人承诺所指定的独家代理为唯一同买主进行交易的中间商，若委托人与买主直接发生交易，仍应按交易金额向独家代理支付佣金，是否授予专营权是独家代理与一般代理的主要区别。独家代理协议1.佣金条款代理协议中必须规定佣金率、支付佣金的时间和方法。佣金率可与成交金额或数量相联系。2.最低成交额独家代理通常承诺最低成交数量或金额。若未能达到该数额，委托人有权中止协议或按协议规定调整佣金率。

3.商情报告代理人有义务向委托人定期或不定期提供商情报告，以使委托人了解当地的市场情况和代理人的工作业绩。能否提供合理的商情报告是考核代理人的重要依据。代理相关往来信函

代理是对外贸易经营方式之一，即买方将一种或一类商品在一定时期内对一定地区的出口，委托国外商人代销的经营方法。代理商享有专营权利，并承担一定数量的承销业务，根据委托人指定或经双方同意的价格及条件代为推销，收取佣金。拟写业务代理函电，要树立开拓和培育国际市场的强烈意识，掌握代理时机，与代销商保持紧密联系。代理商的资信情况和其市场前景，是商务人员拟写函电前必须掌握的。本节内容主要介绍如下几种与代理相关的信函：寻求代理自荐代理资信调查同意代理拒绝代理申请寻求代理信件

DearSirs,Ourcompanymanufacturesarangeofcarpetspossessingexquisiteworkmanshipandnumerousstyles,andavailableinfullsizes.Thecarpetswearedealingarewool,silk,andartificialsilkhand-knottedcarpets;woolandartificialsilkfull-cutcarpets;woolandcottonhookedcarpets;differentmachine-madecarpets.Thewoolandpuresilkcarpetsareelaboratelymadeoffinespunsilk,andsuperiornaturalwool.Ourcarpetswithsophisticateddesigns,elegantpatternsandbeautifulcolorswillbeatyourselectionandmeettheneedforthewholeworld.Withthesteadyincreaseindemandforourproductsinnewmarkets,wearethereforelookingforasoleagenttorepresentus.Theagentmustbefullyconversantwiththetechnicalsideofthecarpetsandhaveacomprehensiveunderstandingofallthefeaturesoftheline.IfyouareinterestedinrepresentingusinNewYork,pleasecontactus.Yoursfaithfully自荐独家代理信函

DearSirs,RE:ASKINGFORACTINGASAGENTFORELECTRICLIGHTERSForthepastfiveyears,wehavebeensellingyourelectriclighterstothewholesalersandbigdealerslocatedeverywhereinPakistan.Customersarequitesatisfiedwithyourproducts,astheirstylesandcoloursaresuitedtothemarkets.Wehavealreadysetupalotofsolidbusinessrelationsandhavehadexcellentbusinessperformance.KnowingthatyougavenoagentinPakistan,weare,herewith,recommendingourselfasyouragent.Foryourreference,wesuggesttosignasoleagencyagreementwith3yearvalidity.Theannualsellingquantitieswillbeinorderof50000lighters,60000lightersand70000lightersrespectively.Wewilltake15%commissionfromourconcludedtransactions.Wewillnotruntheotherforeignsimilarandcompetitiveproductswithinthevalidityofthisagreement.Ifyouagreetoacceptusasyoursoleagent,wewilltryourbesttopromoteyourproductsonthemarketsinPakistanandmakefurtherstudyforthismatter.Yourquickresponsewillbehighlyappreciated.Yoursfaithfully

资信调查函

DearSir,Kee&Co.,LtdKee&Co.,Ltdhaslatelyapproachedus,askingiftheycouldrepresentusasasoleagencyinthemarketingofourhouseholdlines,andhasreferredustoyourBankfordetailedinformationaboutitscreditstanding,businesscapacityandcharacter.Weshallappreciateitifyouwillgiveusyourfrankopiniononthesepointsregardingthecompany.Anyinformationyoumaygiveuswillbetreatedstrictlyinconfidence.Weassureyouofourreciprocatingyourcourtesyatanytime.

Yourssincerely,同意代理申请DearMr.Smith：

Thankyouforyourletterof20Mayproposingasoleagencyforourofficemachines.Wehaveexaminedourlongand,Imustsay,mutuallybeneficialcollaboration.WewouldbeverypleasedtoentrustyouwiththesoleagencyforBahrain.Wehavedrawnupadraftagreementthatisenclosed.Pleaseexaminethedetailedtermsandconditionsandletusknowwhethertheymeetwithyourapproval.Onapersonalnote,ImustsaythatIamdelightedthatweareprobablygoingtostrengthenourrelationship.IhaveverypleasantmemoriesofmylastvisittoLondonwhenyouentertainedmesodelightfully.IlookforwardtoreciprocatingonyournextvisittoBeijing.

Yourssincerely,拒绝代理申请函

DearSirs:Thankyouforyourletterof20Maysuggestingthatwegrantyouasoleagencyforourhouseholdlines.Iregrettosaythat,atthisstage,suchanarrangementwouldberatherpremature.Wewould,however,bewillingtoengageinatrialcollaborationwithyourcompanytoseehowthearrangementworks.Itwouldbenecessaryforyoutotestthemarketforourproductsatyourend.Youwouldalsohavetobuildupamuchlargerturnovertojustifyasoleagency.Weenclosepricelistscoveringalltheproductsyouareinterestedinandlookforwardtohearingfromyousoon.

Yourssincerely,代理信函常用句型Wearewillingtopushthetradeinyourmachines,andhopeyouwillgiveusthesoleagencyforourplace.我们希望为贵公司拓销机械，请将你司在本地的独家代理赋予敝公司为盼。2.Ourbankers,theYokihamaBank,willgiveyouparticularsofourfinancialpositionasanagency,andweshallbepleasedtofurnishanyinformationwhichyoumayrequire.本公司作为代理，有关我的财务情况，请向我业务往来银行横滨银行查询。若有其他进一步要求，本公司定当尽力满足。3.WehaveforsomeyearsbeentheagentsofseveralmanufacturersinAmerica,givingthemcompletesatisfaction,andare,therefore,qualifiedtoactinthiscapacity.本公司多年来曾担任美国数家制造厂的代理，都出色完成所赋予的任务，自信有此资格。WelookforwardtohearingfromyouandtothepossibilityofrepresentingyouinAustralia.我们静候您的答复，真诚期望成为您在澳大利亚的代理。5.Whenopportunitymatures,wewillconsidermakingyouourexclusiveagentfortheU.K.当机会成熟时，我们将考虑委托你为我方在联合王国的独家代理。代理信函常用句型6.ThankyouforyourproposaltoactasouragentforthesaleofsilkflowersintheUS.Iampleasedtoinformyouthatwehavedecidedtoacceptyourproposalonthebasisofa5percentcommission,payableonallordersre