1、商务英语函电商务英语函电lModule 1 Basic Knowledge of Business Letter Writing【learning objectives学习目标】学习目标】l(1)Knowledgel Be able to grasp the structure and the related terms of business lettersl Be able to grasp the layout of the envelope addressingl Be able to grasp the basic principles of Business Letter Writ
2、ing （2)Skills l To be able to write business correspondence with the knowledge of 7Cs principles.l(3)Personal quality l To train to learn how to communicate and cooperate with your co-workersl To train students ability of self-learning and problem-solving Lead-InlIn the international trade,businesse
3、s communications are clinched to use business correspondence,and all of the trades were started from a business correspondence.Letters undoubtedly become the carrier of trade communication from the beginning to the end.lNo rules,no standards.It is the professional qualities and skills for businessme
4、n to be complete,accurate,clear,concise,and polite in business letter writing.Parts of the business letter Optional parts of a business letter:1.The Reference Notation 信件编号2.The Enclosure Notation 附件3.The C.C.Line抄送4.The P.S.Notation附言Basic parts of a business letter:1.The Letterhead 信头2.日期（Date）3.信
5、函编号（Reference Number）4.The Inside Name and Address封内地址1.The salutation称呼2.The subject line.事由7.The Body of the Letter 正文8.The Complimentary Close结尾语9.The Signature签署Form of business letters商务信函的格式商务信函的格式Full Block Form齐头式齐头式Form of business letters商务信函的格式商务信函的格式Indented style 缩进式缩进式Form of business
6、letters商务信函的格式商务信函的格式Modified Blocked Form 改良齐头式改良齐头式Addressing Envelopes 信封的写法信封的写法 Principles for Writing Business Letterl商务信函是非常重要的沟通、交流工具。通过往来书信来安排活动，展示自己的形象，为买卖双方搭起桥梁。l好的书信应该是易读易懂，友好而客气。简言之，写作商务信函时，遵循“7C原则”。是指评价外贸信函在选词、构句、内容、语气、写作态度等方面的7个以英文字母“C”开头的单词,即:完整(completeness)、准确(correctness)、清楚(clear
7、ness)、简洁(conciseness)、具体(concreteness)、礼貌(courtesy)、体谅(consideration)。Principles for Writing Business Letterl1.完整(Completeness)l在商务信函中,写信人必须要把需要说明的情况全面交待清楚,何人、何时、l何地、何事、何种原因、何种方式等。叙述问题要有头有尾、善始善终,不能出现上下句脱节。一个问题说明白之后,再引出与之相关的另一个问题。信函的完整性有助于建立良好的企业形像，节省双方的商务往来时间而达到预期的效果，避免因重要信息不全而引起不必要的纠纷。例如:l1).We hav
8、e established through our bank an irrevocable L/C in your favor.(Worse)l2).We have established through our bank an irrevocable L/C in your favor which will reach you in June 15 and remain valid until the end of June.(Better)l例句2所提供的信息比例句1要更加完整,说明了信用证的到达日期及有效期,符合出口商的期望。Principles for Writing Business
9、 Letterl2.准确(correctness)l商务英语的信函与买卖双方的权力、义务、利害关系、企业形像等息息相关，l是制作各种商业单据的依据，以及进行商业活动往来的重要凭证。错误的用词不仅容易造成双方的误解,导致交易出现纠纷等不必要的麻烦。因此，准确无误是商业英语信函写作中最最要的原则。一封用于商务交往的信函应该在各个方面都是正确的而不仅仅指单词拼写、标点符号无误，语法使用、结构格式正确，还应确保信函所涉及的信息、数字、事实准确无误。因此，在进行商业英语信函写作中应反复审核相关信息，如：收信人的职称、姓名、地址、交货时间、地点、货物品质、颜色、尺码、单价、总价、包装等。l 例如:我们最多
10、只能做到把原报价的价格减去5%。”写成“The best we can do is to make a reduction of 2%in our originally quoted price.”(其中5%误写成2%。应为“The best we can do is to reduce our original quotation by 5%.”)l再如:1)This goods price is high.(Worse)l 2)This article is high in price.(Better)Principles for Writing Business Letterl3.清楚(
11、clearness)l清楚是商务英语信函写作最重要的原则。一封含糊不清、辞不达意的书信会引起误会与歧义,甚至会造成贸易损失。清楚表达应注意选择准确、简炼的词以及正确的句子结构。l (1)尽量选择常用词。作为一种世界贸易语言,英语为一百多个非英语国家的商务人员在商务书信中使用,而这些商务人员并非个个精通英语。因此,在选词上应注意选择那些简单的、为人熟悉并且符合常规的表达方式,避免使用复杂、生僻和容易产生歧义的词。l (2)起修饰限定作用的词语应该紧跟被修饰的词,这样可以避免产生歧义。如“Those who work rapidly get ill in these conditions.”由于“
12、rapidly”一词的位置使这句话可能产生两种不同的理解(可以指“work”,也可以指“conditions”),如将其改为“Those who work in these conditions get ill rapidly.”句子的意思就非常清楚了。l (3)在一句话中,要避免重复使用一个有两种不同含意的词。例如:“We shall take a firm line with the firm.”此句中,第一个“firm”的意思是“strong”,第二个“firm”的意思是“corporation”.而如果将句子改为:“We shall take a strong line with th
13、e firm.”这样整个句子的意思就更清楚了。Principles for Writing Business Letterl4.简洁(conciseness)l信的内容应完整、简洁而不失清楚、委婉客气。一封好的商业书信应该是明确的、直截了当的。能用单词不用短语，能用短语不用句子。也就是说用尽可能少的文字来表达所需要表达的意思而又不失完整和礼貌。赘言繁语让人费时费力，不受欢迎。l怎样做到简洁呢？首先要避免废话连篇，其次要避免不必要的重复，最后要注意单词短句的运用。例如：“we express our regret at being unable to fulfill your order on
14、this occasion.”可以简洁地说“we are sorry we cannot meet our present order.”l 要使用简洁的语言，有可能的话，尽量使用单词来代替某些矫揉造作的短语如：:“Will you be good enough to”改为：“Please;come to a decision“改为：“decide;express a preference for”改为：“prefer;for the reason that”改为：“because”.Principles for Writing Business Letterl5.具体(concretenes
15、s)l商务信函的简洁并不意味着字数越少越好。在谈判磋商的关键问题上绝对不能马虎大意,信息要详实具体、丰富生动，表达要完整。注意避免类似：“soon,at an early date,good,nearly”等笼统的,含混不清的表达法。l例如：“I will send the samples to you soon.”就不如“I will send the samples to you in two weeks”l如果能再具体，那就更好了，例如“I will send the samples to you next Monday.”再比如：“a significant loss”应改成“a 55
16、%loss；in the near future”应改成“by Friday noon”,“light in weight”应改成 “feather light”等。Principles for Writing Business Letterl6.礼貌(courtesy)l为了建立,保持一个友好贸易关系，商务英语信函往来一般要注意礼貌原则，l以理待人。礼貌原则不仅仅体现在使用“Please”,“thanks you等这些词汇上面，而且要在字里行间体现我国的外贸政策和外交礼节，做到不卑不亢、得体大方。具体的礼貌原则基本包括这样几个方面：遵守国际商务往来惯例；尊重对方风俗习惯；语言表达要客气有分寸
17、，避免使用命令口气；多用友好、肯定的语气，尽量用委婉语气指出对方不尽人意的地方，复信要及时。粗鲁生硬的表达对于建立贸易关系和持长久合作都是极为不利的,应该力求避免。l例如:l1).You are requested to ship our good without any delay.(Worse)l2).Your prompt shipment of our order will be highly appreciated.(Better)Principles for Writing Business Letterl7.体谅(consideration)l体谅原则是商务交往中为了促成交易所使
18、用的一种技巧。l体谅是以对方利益为出发点，这也是拟定商务函电时一直强调的原则：站在对方的立场，周到、细致的考虑问题，以便而达到所预期的目的。只有这样，才更容易得到对方的好感，与对方的沟通才会有成效。要做到体谅,写信人需注意以下两点:1)使用“您”、“贵方”多于“我”或“我们”,例如:lYou will be happy to know lYour new charge account is now open for your convenience.l2)让对方时刻感受到你是站在对方立场上考虑问题的,例如:lWe are now enclosing the latest pamphlet to
19、 you for your reference.lYou earn 4%discount when you pay cash.l从上述“7C”原则中,我们不难看出,用清晰、明确、简洁的语言,完整、正确、礼貌地表达出写信人的意图,最终达成交易是外贸函电写作的最终目标。因此,在写作的过程中,除了要确保单词拼写、语法句法和专业术语的正确性,还要注意谨慎选词构句,顾及对方在读到信函后的感受。“7C”原则作为一种重要的函电写作指导方法,不仅对信函从质量上提出了具体标准,还进一步地在写信人的态度和心境上提出了更高的要求。ExerciseslI.Try to address an envelope acco
20、rding to the name and address given below:l Sender:Apparel Glory Co.,Ltd.,Suite-406,Rose View Plaza,185 Bir Uttam C.R.lDatta Road,Dhaka,Bangladeshl Receiver:David Hu,5/F,Huayuan International Building,West Wenhui Rd,lYangzhou,Jiangsu,ChinaExerciseslII.Arrange the following in proper form as they sho
21、uld be set out in a letter:lSenders information:lCompany name:Guangzhou Colorful Trading Co.,LtdlAddress:zhoucun,baiyun district,guangzhou,Guangdong,China l Telephone Number:86-130-27980419lE-mail address:lReceivers information:lCompany name:Compaq ComputerslAddress:20555 SH 249,Houston TX77070,USAl
22、Date:April 25,20.lAttention to Marketing ManagerlSalutation:Dear sirslSubject-matter:deerskin bootslThe message:lThank for your offer for deerskin boots.lWe feel regretful that our buyers find your price on the high side.lIf you may allow a 5%reduction,we can assure you that substantial business will materialize.lWe look forward to receiving your early reply.l(8)Complimentary close:Yours faithfullyThank you!
