1、Chapter TwoEstablishing Business RelationsIntroduction Just as a factory requires a complete set of machinery to proceed with production,so does a foreign-trade firm need extensive business connections to maintain or expand its business activities,in other words,to sustain or compete in the intensiv
2、ely competitive market.Therefore,the establishment of business relations is one of the most important undertakings in the field of foreign trade.If a new firm,or rather a certain corporation of ours,wishes to open up a market to sell something to or buy something from firms in foreign countries,the
3、person in charge must first of all find out who will be his/her potential customer.Learning ObjectivesvKnow where to obtain the information about the merchants in foreign countriesvKnow the essential components of a letter to establish business relationsvMaster typical sentences and expressions in w
4、riting such lettersBusiness Knowledge(1)Chambers of Commerce in foreign countries(国外商会)(2)Trade Directory（贸易名录）(3)Chinese Commercial Counselors Office in foreign countries(中国驻国外商务参赞处)(4)Exhibitions and trade fairs(5)Advertisements in magazine,on internet,over radio,on TV and so on.Channels for Obtai
5、ning Information About a New Firmv(6)Market investigationsv(7)Enquires received from foreign merchantsv(8)Self-introduction or introduction from his business connectionsv(9)A branch office or representative abroadv(10)The internet Having obtained the desired names and addresses of the firms from any
6、 of the above-listed sources,he/she may start sending letters or circulars in the current-wildly used form as email or fax to the parties concerned.Such letter can be called a“first-contact”letter.As the saying goes:Well-beginning is half done.Thus to write correctly and properly is of vital importa
7、nce.letters aiming at establishing business relations1.The source of information(how you learned of this company);2.state your intention of establishing business relations;3.Brief introduction to your own company(lines of your business,little“advertising”on your products or service);4.show the refer
8、ence as to your firms credit standing.(告诉对方你公司的信誉）5.Expressing the expectation of cooperation and early reply（表达与对方合作和早日收到回复的愿望）.Case 1 贵公司主要从事纺织品的进出口业务，想与瑞典的某企业建立业务关系，随函附寄出口清单一份。1.从事纺织品的进口与出口2.建立业务关系3.随函寄清单一本Key pointsDear Sirs,We owe your name and address to the Commercial Counselors officeof the
9、Swedish Embassy in Beijing who has informed us that you arein the market for textiles.We avail ourselves of this opportunity to approach you for theestablishment trade relations with you.We are a state-operated corporation,handling both the import andexport of textiles.In order to acquaint you with
10、our business lines,we enclose a copy of export list covering the main items suppliable atpresent.Should any of the items be of interest to you,please let us know.Weshall be glad to give you our lowest quotations upon receipt of yourdetailed requirements.In our trade with merchants of various countri
11、es,we always adhere tothe principle of equality and mutual benefit.It is our hope to promote,by joint efforts,both trade and friendship to our mutual advantage.We look forward to receiving your enquiries soon.Yours faithfully,J.RobinsonNotes to Letter Onev1.owe to 把.归功于e.g.We owe your name and addre
12、ss to.v2.Commercial Counselors Office 商务参赞处v3.be in the market for 想要购买.e.g.We are in the market for Groundnuts.be in the market 要买或卖e.g.Please advise us when you are in the market.v4.avail oneself of 利用.e.g.We avail ourselves of this opportunity to express our thanks to you for your close cooperati
13、on.v5.approach v.与接洽e.g.We have been approached by several buyers for the supply of walnuts.Notes to Letter One6.state-operated corporation 国营公司7.handle v.经营e.g.This shop handles paper and stationery.8.acquaint sb.with sth.使某人了解某事e.g.You will have to acquaint us with the details.9.line n.行业;(一类)货色e.
14、g.We have been for many years in the chemical line.This is a good line of hardware.Notes to Letter One10.enclose v.随函附上e.g.We enclose a copy of our price list.Please refer to the price list enclosed with(or:in)our letter of August 5.Enclosed please find a copy of our pricelist.(Or:Please find enclos
15、ed a copy of our pricelist.)We believe you will find the enclosed interesting.enclosure n.附件 (信内有附件时,常用 Encl.或 Enc.注明与信末坐下角,如例文.)e.g.We thank you for your letter of April 15 with enclosures.Notes to Letter One11.covering 包括的,涉及的,有关的e.g.Please let us have your pricelist covering your typewriters.12.s
16、th.be of interest to sb.使感兴趣,有兴趣e.g.This article is of special interest to us.注意区分:sb.be interested in sth.13.upon(or:on)receipt of 收到后(即)e.g.On(or:Upon)receipt of your instrucions we will send the goods.14.requirement n.需要;需要之物e.g.We can meet your requirements for(or:of)Walnutmeat.15.trade n.贸易;行业e
17、.g.They have been in the wool trade for quite a number of years.trade v.从事贸易;做生意;经营e.g.They trade in cotton piece goods with many countries.Notes to Letter One16.adhere to =stick to 忠于;坚持e.g.We always adhere to our commitments.17.principle of equality and mutual benefit 平等和互利的原则18.both trade and fri
18、endship to our mutual advantage 对双方都有利的贸易和友谊经典句子:It is our hope to promote,by joint efforts,both trade and friendship to our mutual advantage.英国某公司长期从事进口工艺品，对中国工艺品很感兴趣，因此写信给贵公司要求建立业务关系。贵公司在收到信后立即做出了回复，希望与英国公司合作。1.从事工艺品的进口2.建立贸易关系Case 2Key pointsDear sirs,Having obtained your name and addressfrom Mes
19、srs.Anderson&Co.,Rotterdam,weare writing you in the hope of establishingbusiness relations with you.We have been importers of Arts&Crafts formany years.At present,we are interested invarious kinds of Chinese Arts and Crafts andshould appreciate your catalogues andquotations.If your prices are in lin
20、e,we trust importantbusiness can materialize.We are looking forward to receiving your earlyreply.Yours faithfully,Janet M.Marley(从以上的信件中可以看出,这就是客户的 inquiry,继续看下面供应商的回复.)(B)A reply to the aboveDear sirs,We thank you for your letter of the 3rd this monthand shall be glad to enter into business relatio
21、ns with your firm.Complying with your request,we are sending youunder separate cover our latest catalogues andpricelist covering our exports.Payment should be made by an irrevocable andconfirmed letter of credit.If you find business possible,please cable us foroffers.Yours faithfully,Ian M.IrvineNot
22、es to Letter Two1.obtain v.获得 e.g.We regret to say we cannot obtain any interest.例文中的 Having obtained.from.也是一句向对方表达如何获得对方联系方式的句型.(今天学的是第二句)Case 1 第一句表达如何取得对方联系方式的句子吗?We owe your.to.这些句型是在你向初次联系的客户发邮件时可使用的好句子,这样,客人就不会觉得你的联系太突然了.Notes to Letter Two2.appreciate v.感谢,感激;理解,体会例句:We highly appreciate you
23、r kind cooperation.We shall appreciate your giving this matter your serious consideration.We shall appreciate it if you will send us a brochure and two sample books by air immediately.We hope you will appreciate our position.这是一个在函电里用的频率比较高的一个词,这个词的好的运用会使你的信件增添一份美.Notes to Letter Two3.in line(with)=
24、in agreement(with)e.g.If your price is in line,we can take large quantities.Please make us a cable offer.=Please make us a telegraphic offer.4.materialize v.实现e.g.We hope the business will eventually materialize.5.enter into v.开始(某种关系、事业、谈判等);缔结(契约等)e.g.We wish to enter into business relations with
25、your corporation for the supply of light industrial products.e.g.We expect to enter into(=begin)business talks with them next week.Notes to Letter Tply(with)vi.依照，符合e.g.We hope you will be able to comply with our request.This offer does not comply with our requirements.表示“按照.;和.一致”意思的,除了 comply with
26、 外,还有 in compliance with,in line with,in accordance with,in comformity with.7.under separate cover 另邮,另寄也可以说 by separate mail;如附在信里则用 under cover(随函)或 enclose(见上一个例文).例句:We are sending you catalogue under separate cover.=We are sending you catalogue by seperate mail.We are sending you under cover a
27、copy of pricelist.=We are enclosing a copy of our pricelist.Notes to Letter TwoNotes to Letter Two8.cable v.打电报注意:cable sb.sth.把某事物电达给某人cable sb.for sth.向某人电索某事物例句:Please cable us offers.Please cable us for offers.cable n.电报例句:Please make us an offer by cable.=Please make us an offer by telegram.举一反
28、三句型举一反三句型 1.in the hope that 希望希望 in the hope of sth./doing sth.2.establish business relations with 建立业务关系建立业务关系 similar expressions:build up,set up,enter into business relations with sb.n.establishment establishment of business relations 建立业务关系建立业务关系 establishment of L/C 开立信用证开立信用证3.extend v.Enlarg
29、e;offer,provide扩大扩大;给予，提供给予，提供;延期延期 extend range 扩大经营范围扩大经营范围 extend business 扩大业务扩大业务 e.g.我们很想早日与你方建立直接的业务关系。We would like to establish direct business relations with you at an early day.我们写信给你方,希望与你方建立业务关系。We are writing for the establishment of business relations with you.e.g.我 们 写 信 给 你 方,希 望 与
30、你 方 建 立 业 务 关 系。Were writing to you in the hope that youll establish business relations with us.Or:Were writing to you in the hope of establishing business relations with you.我 们 回 信 给 你 方,希 望 你 们 给 我 们 最 低 报 价。We write back to you in the hope that you can quote us the lowest price.句式：extend sb.sth.
31、/extend sth.to sb.给予某人某样东西 extend us the support(give,extend the support to us)extend the accommodation to sb.提供某人某物 extend L/C 延期信用证 extend the L/C to August 1 将信用证展期至8月1日 extend the date of the delivery in the L/C to 将信用证中的交货期展至n.extension 扩大，展期，给予 extension of the L/C 信用证展期 make extension of the
32、L/C 展期信用证 adj.extensive 广泛的；大量的 extensive connection 广泛的联系*range n.范围 a range of 一系列 a wide range of 广泛的v.range fromto 从范围内变动4.appreciate v.be thankful or show gratitude for;admire greatly感谢，欣赏感谢，欣赏 We shall appreciate it if.it is appreciated if(that).we shall appreciate you doing.We shall appreciat
33、e sth.e.g.如我们早日收到你方来信，我们将不胜感激。如我们早日收到你方来信，我们将不胜感激。We shall appreciate your early petitive adj.有竞争力的，竞争的有竞争力的，竞争的 competitive price 有竞争力的价格有竞争力的价格 pete (+with)与与竞争竞争e.g.贵方商品质量能与其他产品质量相竞争。贵方商品质量能与其他产品质量相竞争。Quality of your goods can compete with that of other products.e.g.你们会喜欢我方产品的颜色和款式的。You should ap
34、preciate the colors and designs of our goods.如你方能尽早给予答复，我们将不胜感激。We shall appreciate it if you could give us an early petition 竞争竞争e.g.国际市场上竞争很激烈。There is a keen competition in the international market.Or:Competition in the international market is very petitiveness 有竞争性，有竞争力e.g.为了提升公司的竞争力，我们要不断改进产品的质
35、量。We should improve the quality of products continuously in order to increase the competitiveness of our company.6.place an order with sb.for sth.want to buy sth.from sb.向某人定购向某人定购e.g.如你方价格有竞争力，我方将向你方订购手套。If your prices are competitive,we shall be pleased to place an order with you for gloves.现向你方订购
36、100匹印花细布。We are placing an order with you for 100 pieces of printed shirting.place an order for a large quantity(of)大量订购有关订单的表达法：regular order 长期订货trial order 试订单first/initial order 首笔订单substantial order 大宗订单repeat order 再次订单/续订单*order sth.with sb.向某人订购 7.look forward to think of(a future event)with
37、 pleasurable 盼望盼望 句式：句式：look forward to sth./doing sth.look forward to your early reply look forward to receiving your reply e.g.我们盼望，通过我们共同的努力，能与你 方做成生意。We look forward to,by joint efforts,doing business with you.8be desirous to have a desire to,be eager to,be anxious to 热切盼望，渴望热切盼望，渴望 句式：句式：be des
38、irous of doing sth./be desirous to do sth.e.g.我们热切盼望与贵方做生意。我们热切盼望与贵方做生意。We are desirous to do business with you.v.desire 希望，期望；想要希望，期望；想要n.desire 希望，渴望希望，渴望;要求，请求要求，请求 have a desire to do sth.(the same as“desire to do sth.”)句式：desire to do sth.desire sb.to sth.desire that desire sth.It is desired th
39、at 9.satisfy different market needs meet the various needs in the market 满足满足 satisfy needs 满足要求满足要求(需求需求)10.in compliance with according to,in agreement with与与.一致，符合一致，符合;按照，根据按照，根据e.g.价格与国际市场行情一致。价格与国际市场行情一致。The price is in compliance with the international ply(+with)遵从，按照，根据，与遵从，按照，根据，与一致一致e.g.应你
40、方要求，给予贵方最低价。应你方要求，给予贵方最低价。We comply with your request and give you the lowest price.11.under separate cover by separate mail,in another letter 另邮另邮,另寄另寄 similar expression:serve the needs,meet the needsunder cover in an enclosure for mailing 随函附上e.g.关于目录与价目表，我们将另邮寄给你方。We will send you under separate
41、 cover catalogue and priceliste.g.应你方的要求，我们已通知银行在日内开立信用证。In compliance with your request,we have instructed the bank to open the L/C in a few ply(+with)e.g.我们应按买方要求，选择与市场一致的价格。We shall comply with the buyers request and choose the prices in line with the market.12.covering about,including;to pay,to
42、meet 关于关于,支付支付 e.g.我们寄给你方一张支票，支付第一笔船货。我们寄给你方一张支票，支付第一笔船货。We send you a cheque covering the first shipment.v.cover 包括包括 13.enquiry n.questions or query 询问，打听，询盘询问，打听，询盘 v.enquire 询问，打听，询盘询问，打听，询盘 句式：句式：enquire for sth.询盘某种商品询盘某种商品 enquire about sth.打听某事打听某事 enquire into sth.调查某事调查某事 make enquiries en
43、quire 询盘询盘 e.g.寄上一份价目表，内容包括我们所经营的商品。We send you a price list covering goods we are handing.我们的业务范围已扩大到包括化工产品在内了。Our activities have now been extended to cover Chemicals.e.g.我们昨天收到的信是关于劳动分工的询问的。The letter we received yesterday is an enquiry about the division of labor.获悉你方对纺织品的询盘，谢谢。Thank you for you
44、r enquiry for textiles.4.Make yourself skilled I.Basic Training 1.Translate the following expressions into Chinese:quotation export range extensive connection latest catalogue leading importer order（n.）specific enquiry extension of L/C 报价报价出口产品范围出口产品范围广泛的联系广泛的联系最新目录最新目录一流的进口商一流的进口商订单订单具体询盘具体询盘 信用证展期
45、信用证展期2.Choose the best answer:1)We would _ very much if you send us a few sample books.a.appreciated b.appreciate it c.appreciate you d.appreciate2)We send a copy of our export list _ the main items available at present.a.covered b.covering c.cover d.are covered3)We would like to receive your inquir
46、ies _ our hardware.a.about b.to c.for d.into4)We wish to establish direct business relations _ you.a.with b.for c.from d.to5)We are _ your detailed requirement.a.forwarding b.looking to c.looking forward d.looking forward to bbcad6)We are planning to _ our business activities to our neighboring coun
47、tries.a.execute b.extend c.extension d.enlarging7)We are interested in your cotton piece goods and wish to receive your _ soon.a.specific enquiry b.special enquiry c.specific enquire d.enquire specifically8)We are writing you _ you can give us the lowest quotation.a.hope b.hoping to c.in the hope th
48、at d.in the hope of 9)We _ make business contact with you.a.desirous to b.desire c.are desirous to d.are desirous of10)We intend to place an order _ you _ 300 sets“Huanan”brand sewing machines.a.fromabout b.withfor c.withof d.fromfor bbacc3.Improving Training:1)We would like to introduce our busines
49、s range.2)We obtained your name and address from Mr.Smith,who has done business with us for many years.3)We shall appreciate it if you could inform us of the goods you are interested in.4)We have received many enquiries from abroad.5)They used to import machines from UK,but now they would like to es
50、tablish business relations with us.6)We are the leading importer of electronic products in Lagos,handling the import of electronic goods.7)If your price is competitive,we trust we can close great deals with each other.8）It shall be appreciated if you could pass this letter on to the person in charge
