外贸英语函电 第5版 课件 Chapter 1　Fundamentals of Business Communicatio

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BusinessCommunication核心提示

本章主要讲述商务信函的基本要求。在与外商沟通时要注意信件的“7C”原则和基本礼仪。

在与外商接触中，表述要礼貌（Courtesy）、清楚（Clarity）、简洁（Conciseness）、完整（Completeness）、具体（Concreteness）、正确（Correctness）；充分了解外商所在国的文化和风俗习惯；理解、尊重对方，站在对方的立场思考问题（Consideration）；主动向他们传播中华优秀传统文化，讲好中国故事，传播好中国声音，展现可信、可爱、可敬的中国形象。挖掘中国传统文化的内涵，增强中华文明传播力影响力，提升国际传播效能。

此外，在接待客户、与客户谈判、拨接电话时都要做到彬彬有礼、不卑不亢、体现文化自信，提高公司形象，提升中华文化影响力。1243LearningAimsBackgroundInformationTraditionalMailsE-mails5OthersLearningAimsPART1(1)haveaconceptofseveralmostpopularbusinessletterformsinmodernsociety;(2)knowthebasiclayout,format,componentsandwritingprinciplesofbusinessletters;(3)learnhowtowriteabusinesspostcard;(4)gettoknowsomeothercommoncommunicationmethodslikeWhatsApp,Skypeandothers.BackgroundInformationPART

2BackgroundInformationE-mialsandtraditionalmailsactuallyhavemanycommonwritingprinciples.Onceyoulearnhowtowritetheformalones,yougettoknowthecasualoneseasily.Somecommonprinciplesforexampleare:(1)Usingpropersalutationsisstillanindispensablepartofbothkindsofwritings’etiquette.(3)Usingcommunicationstrategies—frompersuasivephrasestotheproperwording—tohelpconvinceorappeasethereader.

(2)Understandinghowtocomposetheletter’sbodybyusingintroduction,supportingandclosingparagraphshelpstoeffectivelyillustrateabusinessideaTraditionalMailsPART3PartsofaBusinessLetter(1)Letterhead（信头）(2)Date（日期）(3)InsideNameandAddress（封内名称和地址）(4)Salutation（称呼）(5)LetterBody（正文）(6)ComplimentaryClose（表示敬意的结尾）(7)Signature（签名）(8)AttentionLine（指定收信人）(9)SubjectLine/Caption（事由）(10)ReferenceNotation（经办人代号）(11)Enclosure/Encl.（附件）(12)CarbonCopy/CC（抄送）(13)Postscript/P.S.（附言）SevenprincipalpartsMorepartsFunctionsofEachPartLetterheadAletterheadincludesthesender’snameandaddress,postcode,numberoftelephone,telexandfax,E-mailaddress,etc.ReferenceandDateThereferenceishelpfulforfilingorsearching.InsideNameandAddressGenerally,theinsidenameandaddressshouldincludesomeorallpartsofthefollowing:thereceiver’snameandtitle,companyname,streetaddress,city,state/province,postcodeandcountry.FunctionsofEachPartSalutationTwolinesbelowtheinsidenameandaddressofaletteristhesalutation.LetterBodyThepartthatexpressesthewriter’sidea,opinion,purposeandwishes,etc.FunctionsofEachPartComplimentaryCloseThecomplimentarycloseendsaletterinapoliteway.SignatureThewriter’ssignatureconsistsofahandwrittensignatureandatypewrittensignature.AttentionLineTheattentionlineisusedtonamethespecificindividualtheletterisaddressedto.FunctionsofEachPartSubjectLine/CaptionThesubjectlineisthegeneralideaofaletter.ReferenceNotationTheinitialsofthepersonwhotypesthelettershouldappearinbusinessletters.Enclosure/Encl.Ifsomethingisenclosed,noteitbelowthereferencenotation.CarbonCopy/CCIfcopiesofaletteraresenttootherparties,typeCCbelowtheenclosure.Postscript/P.S.Ifthewriterwishestoaddsomethingheforgetsorforemphasis,hemayusuallyaddthepostscripttwolinesbelowthecarboncopynotation.LayoutsofaBusinessLetter1.TheBlockedStyleAlltypinglinesbeginattheleftmarginofaletter.2.TheIndentedStyle(1)Paragraphsofaletterareindented,usuallyfourorfivespaces.(2)Eachlineintheletterheadandtheinsidenameandaddressisindentedoneortwospaces.(3)Thedateshouldbeplacedontheright-handside.华强公司邀请美国的汤普森教授来华参加公司成立50周年庆典。营销部经理发函向其说明庆典时间与地点，并表达了诚挚的欢迎。Letter2TheBlockedStyleMarketingDepartmentofHuaqiangCompany200BeijingRoad,Changchun,Jilin,130001,ChinaSept.12,2025Prof.ThompsonHarvardUniversityBoston,MA02163U.S.A.

DearProfessorThompson,

Tocelebratethefiftiethanniversaryofthefoundingofourcompany,werequestthehonorofyourpresenceatareceptionwhichistobeheldatDayuHotel,ChangchunonSeptember30from7p.m.to9intheevening.

Wewouldbegladifyoucouldcome.

Yoursfaithfully,MikeTangLetter3TheIndentedStyle汤普森教授接受了华强公司的邀请，并复函表达谢意。HarvardUniversityBoston,MA02163,U.S.A.

Sept.20,2025Mr.MikeTangMarketingDepartmentHuaqiangCompany200BeijingRoadChangchun,Jilin130001

ChinaDearMr.Tang,ThankyouverymuchforyourinvitationtojointhefiftiethanniversaryofthefoundingofyourcompanyatDayuHotel,ChangchunonSeptember30.Iwillbehappytobethereat6:50p.m.totakepartinthereception,andlookforwardtoitwithpleasure.Yourssincerely,ThompsonLetter3

PrinciplesofBusinessLetter-WritingConcisenessClarityConsiderationCompleteness7CsCourtesyCorrectnessConcreteness

PrinciplesofBusinessLetter-Writing1.CourtesyTrytoavoidirritatingandoffensivestatements.Itisalsopolitetoansweraletterpromptly.2.Clarity(1)Usecommonwords:(2)Usepictures:picturesincludelinegraph,mapandphotos.Theycanbeeasilyunderstoodratherthanlongdescriptionsorfigures.UnsuitableSuitablemetropolitanbigcityrendergiveaccomplishdoapproximatelyaboutobligationdutyutilizeusePrinciplesofBusinessLetter-Writing3.ConcisenessTrytousethesimplestsentencesandfewestwordstoexplainthemeaningclearly.1)Wecan’tdeliverthepartsinPO528-746todaybecauseoftheheavyrain. √2)It’sapitytoinformyouthatduetotheheavyrain

atthismoment,wecan’tmakeitpossibleforthedeliveryofPO528-746withintoday. ×

PrinciplesofBusinessLetter-Writing4.Consideration

Keepthereceiver’srequest,need,desireandfeelinginmind.

1、

Youforgettotransferthemoney,sowecan’tmailyourorder. ×2、We’llmailyourorderassoonaswereceiveyourmoney. √

PrinciplesofBusinessLetter-Writing5.CompletenessAllthenecessaryinformationshouldbeincludedinabusinessletter.6.ConcretenessMakethemessagespecificanddefinite.Avoidambiguousness.AmbiguousConcreteOurproducthaswonseveralprizes.Our

producthaswonfirstprizeinfournationalcontestswithinthepastthreeyears.anincreaseonsalesa10%increaseonsaleslastmonth

PrinciplesofBusinessLetter-Writing7.Correctness

Standardlanguage,properstatements,andaccuratefiguresareneededinabusinessletter.

Tips：

HowtoPuttheAddressinEnglishRoom→Building→Number→Road/Street→District→City→Province/State/County→CountryExamples(1)Chineseaddress:中国浙江省宁波市中山北路392弄32号703室English-written:Room703,No.32,Lane392,NorthZhongshanRoad,Ningbo,Zhejiang,China(2)Chineseaddress:北京市东长安街6号English-written:6EastChanganAvenue,BeijingE-mailsPART4BenefitsofE-mail(1)ThecostofE-mailisquitelow.(3)E-mails,notlikefax,canbesentinlargeamount,anditdoesn’tneedanypaper.(2)E-mailscanbeeasilysavedandleavecopiesincomputers.(4)E-mailscanbesentwithphotos,soundsandevenshortvideos.E-mailcanalsobecalledorwrittenasemail,Emailande-mail.

LayoutofanE-mailE-mailInterfaceforSending

LayoutofanE-mailE-mail

InterfaceforReceivingFROM:thesender’sE-mailaddressshowshere.TO:thereceiver’sE-mailaddressshowshere.Example:JohnB.Doe√johnbdoeorJOHNBDOE×

Cc:InthisfieldyouputalltheaddressesyouaresendingtheE-mailto.BCc:InthisfieldyouputallthecorrespondencesyouaresendingtheE-mailto,butdonothopethattheycanseeeachother.

AnalysisofAnE-mailAddressesJohnS@JohnS:thenameoftheemailaccountholder.@:readas“at”.:domain,readas“hotmaildotcom”.Hotmailisthenameoftheactualcomputerthathandlesthemail..

CommonDomainTLD(top-leveldomain)MeaningExamples.comcommercialorganizations,companies,,.netnetworkprovider,InternetServiceProvider.govgovernmentalagency,.edueducationalinstitutions(universities,colleges,schoolsetc.),.orgnon-profitorganizations,.intinternational.bizbusinesses

CommonCountryCodeTLDCountryExamplesusUnitedStatescity.palo-alto.ca.us,washington.k12.ia.usukUnitedKingdomcam.ac.uk,tvr.co.ukmyMalaysia.my,jaring.mydeGermany(Deutschland)sgi.dejpJapanwww.hitachi.co.jp,www.nihon-u.ac.jptoTonganetsurf.totvTuvaluinternet.tvE-mailEtiquette

E-mailEtiquette3211.ProfessionalBehaviorontheJob3.LevelofFormality2.SUBJECT:FieldSendingnon-businessrelatede-mails,jokes,forwardsorchainlettersfromcompanyE-mailaccounttofriendsorcoworkersreflectsyourlackofprofessionalism.Trytoavoidtheprevailingassumptionthate-mailbyitsverynatureallowsyoutobeinformalinyourbusinesse-mail.thewindowintoyoure-mailandcandeterminewhetheryoure-mailwillbeopened.

E-mailEtiquette6544.Addressing5.Formatting6.AttachmentsItissuggestedthatyouassumethehighestlevelofcourtesy:Hello,Mr.Anderson,DearMs.Jones,Dr.Osborne,etc.Ifyouneedtosendafile(orcombinationoffiles)over500,000KBinsize,businesscourtesydictatesyouasktherecipientfirstifitisOKtosendalargefile.Don’tputtoomanypicturesorusebeautifulcolours,fonts,etcinyourE-mail.

E-mailEtiquette987