外贸英语函电 第5版 课件 Chapter 2　Establishing Business Relation

Chapter2

EstablishingBusinessRelations核心提示

本章主要讲述如何寻找客户以及撰写贸易开发信。

一般来说，一家外贸公司拥有的潜在客户数量相对比较大，但真正下单的客户可能不多。开发一个新客户的周期一般在半年到一年之间，或者更长。在这个漫长的过程中，业务人员应秉承中华优秀传统，自强不息，保持积极乐观的心态，对自己充满信心，保持坚定的信念。只要恒心、耐心坚持，就一定会有收获。

同时，业务人员在工作中要友善、敬业，多向外商介绍公司的产品优势，向世界展示我国的商业精神和商业文化，维护我国企业和产品的良好形象。ContentsLearningAims1BackgroundInformation

2CaseStudy

3Homework4LearningAimsHaveaconceptofhowtoestablishbusinessrelationswithprospectivedealers;Knowthestructureoflettersontheestablishmentofbusinessrelationsaswellasrelatedtermsandusefulexpressions;Acquaintyourselveswithsomenamesoftoys;Learnhowtoanalyzecasesandwritelettersontheestablishmentofbusinessrelations.variouswaystofindpotentialcustomersinforeigntradetradefairsandexhibitionsB2BwebsitessearchenginessocialmediavariouswaystofindpotentialcustomersinforeigntradeyellowpagesgovernmentresourcesofficialforeigntradewebsitesofothercountriesdigitaltoolscustomerreferralsAselfintroduction(1)Whereyougettheinformationaboutthepersonorcompanytowhomyouarewritingtheletter(canbeomitted).(2)Yourintentionofwriting.(3)Abriefintroductionofyourbusinessscope,experienceand/orproducts.(4)Expectationforcooperationandanearlyreplyorcreationofcallstoaction(CTAs).Exhibition/tradefairfollow-up(1)Expressyourthanksforyourcustomer’svisitatyourboothintheexhibition/tradefair.(2)MakeSelfintroduction(yourcompanyandproducts).(3)Providemeetingmemoorphotos(ifany).(4)Expresstheexpectationofcooperationandearlyreply.Case1Case3Case4Case5Case6Case2CaseStudyCase7Case1宁波兴隆公司成立于1990年，主要从事电子玩具的生产与出口。该公司从阿里巴巴网站得知加拿大约翰·史密斯公司想购买电子玩具，于是去函表达与之建立业务关系的愿望。Keypoints从事电子玩具的生产与出口从阿里巴巴网站得知想建立业务关系UsefulExpressionslearnfrombeinthemarketforelectronictoys4.specializein5.competitiveprice6.makeaquotation7.submitaquotation8.specificenquiry1.从…获知2.想要购买3.电子玩具4.专门从事5.具有竞争力的价格6.报价7.提交报价8.具体询盘UsefulExpressions9.businessrelations10.establishbusinessrelationswith9.业务关系10．与…建立业务关系UsefulSentences1.Weowe

yournameandaddresstoUniversalTradingCompanywhohasinformedusthatyouareinthemarketforelectronictoys.2.Weareastate-ownedcorporation,handlingboththeimportandexportoftoys.3.Weavailourselvesofthisopportunitytoapproach

youfortheestablishmentoftraderelationswithyou.4.Thesearticlesfallwithinourbusinessline.UsefulSentences5.Weencloseourprice-listsforyourreview.6.Shouldanyoftheitemsbeofinteresttoyou,pleaseletmeknow.7.Weshallbegladtogiveyouourlowestquotationsuponreceiptofyourspecificenquiry.8.Welookforwardtoreceivingyourenquiriessoon.Letter1DearMr.Burns,Haveaniceday!Welearnfromthatyouareinthemarketforelectronictoys.ThisisNingboXinlongCo.,Ltd.specializinginthemanufactureandexportofelectronictoys.Ourproductsareallinexcellentqualitywithcompetitiveprice.FormoreLetter1information,plsvisitourwebsiteat.Ifyouneedourquotations,plssendmeyourenquirybyemail.Wesincerelyhopetoestablishgoodbusinessrelationswithyouresteemedcorporation.Letter1Waitingforyourkindlyreply.Bestregards,WangQiangNotestoLetterOnelearnfrom:从…得知由某处得知某人的姓名和地址：learn/know/obtain/noteone’snameandaddressfromoweone’snameandaddresstothroughthecourtesyofontherecommendationof被…介绍给某人beintroduced/given/recommendedtosb.byNotestoLetterOne2．beinthemarketforsth.:书面语言，表示想要购买某物e.g.我公司想要购买塑料玩具。Weareinthemarketforplastictoys.3.specializein:to(makesb.)tradeinoneparticulartypeofproductorservice;to(makesb.)dealexclusivelyin专门经营；使…专门经营

NotestoLetterOnee.g.Wearepleasedtoinformyouthatwespecializeintoys.我们专门经营玩具。specializingintheexportoftoys,weexpressourdesiretotradewithyouinthisline.我们专门出口玩具，愿与贵方开展这方面的业务。NotestoLetterOne4.manufacturev./n.生产e.g.Wemanufacturesandexportstoys.我们生产和出口玩具。

Theequipmentisofourownmanufacture.这设备是我们自己制造的。manufacturer:制造商，厂商e.g.Heisamanufacturerandexporterofplushtoys.他生产和出口毛绒玩具。Notestothetext5.competitive:竞争性的，具有竞争力的e.g.:Ourfirmoffersyoucompetitiveprices.6.quotation报价make/send/givea~~sheet报价单NotestoLetterOne7.establishbusinessrelationswith:和某人建立贸易关系和某人建立业务关系的表达方式有：establishbuildenterintosetupopenupcomeintobusinessrelationstradeconnections

withNotestoLetterOnee.g.Wewishtoenterintobusinessrelationswithyourcompanyforthesupplyofintelligencetoys.我们希望与贵公司就益智玩具供应建立业务关系。ExerciseWe

youbyairmailacompletelist

textileswe

.2.Electricgoods

withinthebusiness

ofourcompany.

receiptofyour

enquiry,weshallemailyouimmediatelyour

sheet.4.Wearelooking

toyour

reply.5.Weare

ofthelargestexportersofelectricgoodsinthis

.send/aresendingexportoffallspecificUponquotationforwardearlyscope/lineonearea/region/city/lineCase2王强通过全球最大的职业社交网站linkedin(领英）搜索到格林先生所在公司信息，得知该公司经营毛绒玩具，于是写信与之联系。Keypoints搜索linkedin经营毛绒玩具写信联系UsefulExpressionsfacedifficultiesindoingsth.plushtoyinthebusinessofarangeofproductioncapacitymakesb.anofferuponreceiptof在...方面面临困难毛绒玩具在…行业一系列产能向某人报盘一收到...就UsefulExpressions

8.lookforwardto9.businessdeal盼望,期盼交易，生意UsefulSentences1.Doyouencounterproblemswhilecalculatingtaxreturnsofyourclients?2.Isyourstafffindingitdifficulttocopewiththeworkloads?3.Weareintroducingthiswithgreatprideandpleasureandbringtoyou,averyuseful,stylish,andcosteffectivehomeappliance.4.Wehavebeenamanufacturerofplushtoysformanyyears.5.Weareoneoftheleadingexportersofplushtoys.UsefulSentences6.Weplantoextendourrange.7.Ifthepricesofyourproductsarecompetitive,wewouldhopetotransactasignificantvolumeofbusiness.8.Anearlyreplywillbeobliged!9.Incaseyouwantmoredetailsaboutourcompanyandtheshoeswehaveonoffer,pleasevisitourwebsiteat.10.Wewillbegladtoreceiveareturnmailfromyou.Incaseofanyqueryfeelfreetorevertbacktous.Letter2DearMr.Green,Doyoufacedifficultiesingettingyourcustomerswithgoodstylishandqualityplushtoystheyareaskingfor?WeatXinglongToydothedesignandthemanufactureoftoysofhighquality.Plushtoysareourspecialties.Letter2XinglongToyisoneoftherenownedandreputednamesinthebusinessof

toysinChina.Weareprovidingafinerangeoftoyswithmonthlyproductioncapacityofabout2millionpieces.ThankstotheprofessionaldesignteamledbychiefKoreandesignerwhohasbeenworkinginthisbusinessformorethan25years,XinglongToyhasbecomeoneoflargestplushtoyssuppliersofMinisoLifeinJapan.Sofar,wehavecooperatedwithmanyotherwell-knownenterprisessuchasDisney,Dreamworks,Minecraft.Wal-Mart.Coca-ColaandMcDonald’s.Letter2

Formoredetailsyoucanvisitourwebsite/company/123456.Ifanyofitemsinterestsyou,pleaseletusknow.Wewillmakeyouoffersuponreceiptofyourdetailedrequirements.Wearelookingforwardtoagreatbusinessdeal.Bestregards,WangQiangNotestoletter21.stylishadj.有风度的;时尚的;有格调的;优雅的e.g. Sheisaveryattractiveandverystylishwomanof25.

她是一个非常迷人又非常时髦的25岁女子。This

doll

isvery

stylish

and

not

very

expensive.

这个洋娃娃看起来很时髦，而且不会很贵。The

bed

linen

is

patterned

in

stylish

checks,

stripes,

diagonals

and

triangles.

床单有漂亮的方格形、条纹、斜纹和三角形图案。Notestoletter22.specialtyn.专业，专长，招牌菜e.g.Ourspecialtyisclamchowder.我们的特色菜是蛤肉汤。His

specialty

was

researching

spiders.

他的专长是研究蜘蛛Johnson’sspecialtyismedievalEuropeanhistory.约翰逊的专业是中世纪欧洲史。Notestoletter23.arangeof…一系列，各种各样的e.g.Ourcompanymanufacturesawiderangeofintelligencetoys.我司生产各类智能玩具。4.uponreceiptof一收到……就同类表达还有：afterreceiptof在收到……后；beforereceiptof在收到……之前Notestoletter2e.g.IwillarrangetheshipmentoforderNo.123uponreceiptofyourremittance.一收到你的汇款，我就安排第123号定单发货。Thegoodsshouldbereadywithin30daysafterreceiptofbuyer’s30%deposit.货物需在收到买家30%的定金后30天内发货。TranslatethefollowingintoChineseWeareverymuchinterestedinimporting“Haier”brandrefrigeratorsfromyoursideandwouldbegladifyouwouldsendusyourcatalogues.WehavelearnedfromChinaCouncilforthePromotionofInternationalTradethatyouareinthemarketforChineseCottonPieceGoods.TranslatethefollowingintoChinese3.YourcompanyhasbeenintroducedtousbytheBankofChinaasaprospectivebuyerofelectronicproducts.Aswedealintheitems,weshallbepleasedtoestablishdirectbusinessrelationswithyou.4.Wesendyoubyairmailabrochureonthevariouskindsofbicyclesnowavailableforexport.5.Willyoukindlygiveusageneralideaofthemarketpriceoftextilesinyourcity?Case3陈先生参加了第137届广交会，在展会上遇见林恩·琼斯先生。琼斯先生要求陈先生提供报价单。回公司后，陈先生立即与林恩联系，随函附上报价单一份。Keypoints在广交会相遇要求提供报价提供报价UsefulExpressionsCantonFair/GuangzhouFair2.ChinaImport&ExportFair3.woodentoys4.educationaltoys5.plastictoys6.batteryoperatedtoys7.inflatabletoys1.广交会2．中国进出口商品交易会（广交会）3.木制玩具4.益智玩具5.塑料玩具6.电动玩具7.充气玩具UsefulExpressions8.sporttoys9.modeltoys10.quotationsheet11.foryourreview8.运动玩具9.模型玩具10.报价单11.供你参考Usefulsentences1.ThisisLolaZhangfromEGFInternationalCo.Ltd.2.Wehavebeeninthelineoftoysformorethanthirtyyears.3.Wehaveavarietyofvinyltoysforyoutochoosefrom.4.Incompliancewithyourwishes,wearesendingyousomesamplesofwoodentoys.5.Pleaseletusknowifyouareinterestedinanyofourdesignedtoys.Usefulsentences6.Wecangiveyouthebestpricefortheproductsthatyouareseekingfor.7.Couldyoupleasetellmeyouremailaddress,andthenIcansendyousomephotos"esofourproducts.8.Weawaithearingfromyousoon.Letter3DearLynn,Iwouldliketoexpressmysinceregratitudetoyoufortakingtimetovisitourbooth5H-E68inthe130thCantonFair.ThisisBillfromNingboXinglongCo.,Ltd.,whichspecializesinmanufacturingvarioustoysincludingwoodentoys,plushtoys,educationaltoys,plastictoys,batteryoperatedtoys,etc.,andallourproductsareCEandEN71certified.Letter3Aswediscussedinthemeeting,Iamforwardingyouthequotationsheetwithsomehotitems

foryourreview.Ifyouhaveanyfurtherqueries,pleasefeelfreetocontactme.Lookingforwardtohearingfromyou.Thanksandbestregards,BillChenNotestoletter3item:指目录中或前面提到的商品hotitem:畅销商品，热销产品e.g.Thisisaprettyhotitem.

这货非常热门哩。

AlotofyoungpeoplehadwantedaChryslerbecauseitwasahotitem.

很多青年人都想望得到一辆克莱斯勒公司的车子，因为它是热门货。Notestoletter32.Foryourreview:供你参考，查阅e.g.Asanintroductiontoourcompany,Ihaveenclosedourautumnbrochureforyourreview.作为对我公司的介绍，随信附上我方秋季宣传册供你方参考。

Attachedarethequotationsheetandcontractforyourreview.

附件为报价单和合同文档，请您查阅。Case4在香港玩具展上阿尔伯特拜访了张先生的摊位，双方交换了名片，张先生也拍过阿尔伯特来摊位的照片。回公司后，张先生对客户的信息进行了整理，并对阿尔伯特进行了跟进联系。

Keypoints香港玩具展拜访摊位跟进联系UsefulExpressionsHongkongToys&GamesFairdealinremindsb.ofbegratefultosb.forsth.furnishsb.withsth.facilitateone’srequirements香港玩具展经营使某人想起某事对某人某事表示感谢向某人提供某物满足某人要求Usefulsentences1.GladtohaveyournamecardfromAmericanInternationalToyFair.2.ThanksforyourvisitingourboothinInternationalTokyoToyShow.3.Wehadaveryhappytalkingwithyouintheexhibition.4.ThisisLisawhomyoumetatCanadianToyandHobbyFair.5.Wehavebeenbacktoourcompany.Howisyourtrip?Hopeeverythinggoeswell.Usefulsentences6.Regardingtheproductsyouselectedatthefair,plsfindthedetailswithbestofferintheattachment.7.Inourdiscussion,Ihaveshownyouthegoodqualityandfunctionofourproducts.Pleasegivemeyourdetailedrequirements,sothatIcanquoteyouthebestprice.8.Ifanyproductsmeetyourdemand,pleasecontactusforfurtherinformation.

9.Wetakethisopportunitytore-emphasizethatweshall,atalltimes,doeverythingpossibletogiveyouwhateverinformationyoudesire.10.Ifthereisanythingwecandotohelpyou,weshallbemorethanpleasedtodoso.Letter4DearAlbert,ItwasnicetomeetyouatHongkongToys&GamesFairandthankyouforyourvisitingXGToyboothNo.F-345.XGToyisaprofessionaltoysupplierdealinginwoodentoys.Letter4

Enclosedaresomephotosofyouatourbooth,whichIbelievewillremindyouofourcompanyandproducts.Weshouldbegratefulforyourfurnishinguswithdetailsofyourrequirements,andXG’sproductswilldefinitelyfacilitateyourrequirementsLetter4YoupromptattentiontothismatterwillbeappreciatedBestRegardsParkZhangNotestoLetter41.dealin:经营，经销Theydealindifferentkindsoftoys.他们经营各种玩具。Wemainlydealinwoodentoys.我们主要经营木制玩具。NotestoLetter4

2.remindsb.ofsth.让某人想起某事e.g. Youremindmeofyourfatherwhenyousaythat.你说这样的话，使我想起了你的父亲。ThatsmellremindsmeofFrance.这股气味使我想起了法国。NotestoLetter43.begrateful(tosb)(forsth)感激的；表示感谢

e.g. Wewouldbegratefulforanyinformationyoucangiveus.如能提供信息我们将感激不尽。We

areparticularly

grateful

to

him

forhis

timely

help.

我们特别感谢他的及时帮助。NotestoLetter44.furnishsbwithsth(formal)

向（某人)提供

I

shall

be

glad

to

furnish

you

with

any

further

information

concerning

ourproducts.

我将很乐意为您提供更多有关产品的情况。It

would

be

greatly

appreciated

if

you

could

furnish

me

with

some

relevant

materialregarding

the

following

aspects.

如果你能够给我提供一些有关下列方面的相关信息，我将不胜感激。Case5新西兰詹姆斯公司愿意与宁波东方贸易公司就益智玩具建立业务关系，并希望出口商宁波东方贸易公司提供目录和样本。Keypoints益智玩具出口愿意建立业务关系要求提供目录和样本UsefulExpressionsintelligencetoycoincidewith3.inmediumpriceranges4.samplebook5.giveone’slowestquotations1.益智玩具2.符合，与…相一致，不谋而合3.中等价位的4.样本5.报最低价Usefulsentences1.YourE-mailofMarch6,togetherwitheachcopyofcatalogueandpricelist,hasbeenreceived.2.Therehasbeenalargedemandforintelligencetoysrecently.3.Iwillappreciateitifyoupaypromptattentiontoit.4.Itwillbeverymuchappreciatedifyouwillagreetoshowussomeofyourproducts.5.Yourearlyreplywillbemuchappreciated.Letter5DearMr.Wang,Wearehappytolearnthatyou,asanexporterofintelligencetoys,arewillingtoestablishbusinessrelationswithus.Thishappenstocoincidewithourdesire.Atpresent,weareinterestedinintelligencetoysinmediumpricerangesandshallbepleasedifyouwillkindlysenduscatalogues,Letter5samplebooksandallnecessaryinformation.Meanwhile,pleasegiveusyourlowestquotations,CIFAuckland,includingour3%commission.Lookingforwardtoyourearlyreply.Bestregards,HenryNotestoletter51.bewillingto乐意，愿意e.g.Thisshowsthatheiswillingtocooperatewithus.这表明他愿意与我们合作。2.Thishappenstocoincidewithourdesire.这正好与我们的愿望一致。coincidewith:agreewith;accordwith与…相符合;与…(正好)一致e.g.Yourdesireofestablishingtraderelationswithuscoincideswithours.你方建立贸易关系的愿望正好与我方一致。Notestoletter53.inmediumpriceranges=atmoderateprices中等价位的e.g.Thereisalargedemandhereforgoodsinmediumpriceranges.我们这里对中等价位的商品有大量需求。Thereisalargedemandhereforgoodsatmoderateprices.Thereisalargedemandhereformoderately-pricedgoods.Notestoletter54.includingour3%commission包含我方3%佣金Include/including/inclusiveof包括e.g.请给我们报CIF鹿特丹最低价，包括我们3%的佣金。Pleasegiveusyourlowestquotation,CIFRotterdam,includingour3%commission.Pleasegiveusyourlowestquotation,CIFRotterdam,inclusiveofour3%commission.Notestoletter5Pleasegiveusyourlowestquotation,CIFRotterdam,our3%commi9ssionincluded.Pleasegiveusyourlowestquotation,CIFRotterdam,withour3%commissionincluded.Case6上海飞跃进出口公司多年来从事塑料玩具的进口业务。当得知澳大利亚悉尼大卫·米勒公司主要从事该产品的出口业务时，上海飞跃希望与该公司建立贸易关系，并希望出口方能提供产品目录和报价。Keypoints从事塑料玩具的进口希望建立贸易关系提供产品目录和报价UsefulExpressionsobtainyournameandaddress2.inthehopeof3.plastictoy4.inlinewith5.prevailingmarketlevel1.获知贵公司的名称和地址2.希望3.塑料玩具4.与…一致5.现行市场价格（行情）Usefulsentences1.ThankstoMr.RobertLee,oneofourbusinessfriends,wehavecometoknowyournameandaddress.2.Herecommendsyouasoneoftheleadingexportersoftoys.3.Weareinterestedinbuyingplastictoysofdifferentkinds.4.Wewouldlikeyoutosendusdetailsofyourplastictoys,includingcolorsandprices,andalsosamplesofthedifferentcolors.Usefulsentences5.WehaveaverycloseconnectionwithleadingchainstoresinAustralia.6.Ifyourpriceandqualityareattractive,youmayexpectanorderfromus.7.Welookforwardtoalongandprosperousrelationshipwithyourcompany.Letter6DearLisaHavingobtainedyournameandaddressfromMessrs.Anderson&Co.,Australia,wearewritingtoyouinthehopeofestablishingbusinessrelationsbetweenus.Wehavebeenanimporterofplastictoysformanyyears.Atpresent,weareinterestedinvariousLetter6kindsofAustralianplastictoys,andwewouldappreciateyourcataloguesandquotations.Wetrustthatimportantbusinesscanbematerializedifyourpricesareinlinewiththeprevailingmarketlevel.Wearelookingforwardtoreceivingyourearlyreply.Bestregards,TimLiangNotestoletter61.Inthehopeof怀着…希望e.g.Wearedoingthisinthehopeoffurtheringthetraderelationsbetweenus.我们这样做是希望进一步发展我们之间的业务关系。2.appreciate对…表示感激e.g.Ireallyappreciateyourhelp.我非常感激你的帮助。Ireallyappreciateyourcooperation.我非常感激你的合作。Iappreciateitifitcouldbearranged.Notestoletter6如果你们能作出安排，我将不胜感激。Itwouldbeverymuchappreciatedifourordercouldbeshippedatonce.如果立即装运我们的订货，我们将不胜感激。3.inline(with)与…一致e.g.Wetrustthatimportantbusinesscanbematerializedifyourpricesareinline.如果贵公司的价格合适，我们相信能做成大生意。Notestoletter6“与……一致，与……相符”的英语表达方式如下：beinlinewithbeinagreementwithbeinconformitywithbeincompliancewithbeinaccordancewithconformtosth.Case7徐先生同意罗伊先生在来函中提出的要求建立业务关系的想法，并按其要求寄去本公司最新的目录和价格表。Keypoints同意建立业务关系寄去最新的目录和价格表UsefulExpressionscomeintobusinessrelationswith2.accordingtoyourrequest3.latestcatalogue4.pricelist1.与…建立业务关系2.根据你方要求3.最新的目录4.价格表Usefulsentences1.Thankyouforyourinterestinourproducts.2.Thankyouforyoure-mailofMarch5.3.Yourletterexpressingthehopeofestablishingbusinessconnectionswithushasmetwithapproval.4Wehopethesamplewesentyouon4Aprilareuptoyourexpectations.5.Wewishtoobtainfirst-handinformationaboutyourmarket.6.Wearelookingforwardtoyourearlyvisit.Letter7DearMr.Roy,Thankyouforyoure-mailofOctober,25.Weshallbeexcitedtocomeintobusinessrelationswithyourcompany.Accordingtoyourrequest,wearesendingyou