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1、外贸函电,主讲教师：蒋国丽,课程简介学习内容学习方法Unit 1 Business Letter Writing,课程简介,本课程是一门将英语与外贸业务相结合的课程。通过介绍外贸实务中各种英文业务函件，电传和传真以及其它方式的写作格式，商业术语和各种不同的表达方法，并通过介绍对外贸易各环节的具体做法，使学生在提高英语水平的同时，熟练掌握对外贸易业务中常用的基本术语及表达技能，培养和提高他们的外贸业务工作能力。,本课程的目的是学习外贸业务书信的标准格式，了解通过哪些途径来发展新客户，开拓新市场，如何进行询购某商品，怎样报盘和还盘，怎样灵活运用付款方式，如何做到重合同守信用，怎样去审查信用证，做到
2、不出差错，在理赔和索赔中做到有理有利有节；学会拟写信函和电传传真的写作技巧。,学习内容：本课程主要学习信例，大量学习外贸实务基本环节中有代表性的信例。外贸实务基本环节有：建立业务关系和资信调查、询盘、报盘和报价、还盘、订单，履行订单、支付、包装和运输、信用证的修改和展期、索赔和解决索赔等。,学习方法：外贸函电是一门实践操作性很强的课程。也就是说，要达到正确拟写外贸业务信函的目的，仅有理论是远远不够的，学员必须学习大量外贸实务中有一定代表性的信函，深入体会何为七个C的写作的基础理论知识，更重要的是通过学习信例，熟悉大量外贸业务中各个环节中常用语，包括词汇、短语、句型以及习惯表达方式等等，再通过一
3、定量的练习，对常用语进行操练运用，从而达到掌握并熟练使用的目的。,Unit 1 Basic Knowledge of Business Letter Writing,Form and Structure of Business Letters商务书信的书写格式及构成 1.Structure 构成 2.Form 格式 3.Addressing Envelopes信封的写法Writing Principles of Business Letter 写信的原则,Unit 1 Business Letter Writing 1.Structure,1)信头(letterhead)2）编号，日期(ref
4、erence and date)3）封内名称和地址(inside address)4）注意事项(attention)5）称呼(salutation)6）事由（标题）(subject)7）正文(body)8）结尾敬词(complimentary)9）签名(signature)10）附件(enclosure)11）抄送(the carbon copy notation)12）附言(postscript),Chiwan Petroleum Supply Base Chiwan,Shenzhen,China Tel:(0755)26693098 信头(letterhead)Fax:(0755)2669
5、4008Your ref:Our ref:BW/bw 3 May,2004 编号，日期reference and dateMessrs.J.Brown&Co.234 Eastcheap 封内名称和地址(inside address)London,E.C.3.Attention:Import Dept.注意事项(attention)Dear sir,称呼(salutation)Oil Tools 事由（标题）(subject)We thakn you for your letter of April 24.正文(body)We are looking forward to your early
6、reply.Yours faithfully,结尾敬词(complimentary)Chiwan Petroleum Supply Base(Signed)签名(signature)Wang Dawei ManagerEncl.as stand 附件(enclosure)C.C.Our Branch Offices 抄送(cc to XX)P.S.As requested,we will airmail you two samples tomorrow.附言(postscript),The Ways of Writing Parts1)Letterhead,Letterhead include
7、s the senders name,postal address,telephone number,telex number,fax number,cable address,and E-mail address,etc.Usually letterhead is printed in the up-center or at the left margin of a letter writing paper.,Chiwan Petroleum Supply BaseChiwan,Shenzhen,ChinaTel:(0755)6678904Oil Patch Tel:6453321Tlx:4
8、46834 AAOTS CNFax:(0755)6788002Cable:6789E-mail:,In some countries the letterhead contains other details.For example,in the U.K.the directorsnames of a company is given.,Directors R.B.North,M.W.BeeversW.D.J.Argent D.A.F.SutherlandMACDONALD&EVANS LTDEstover Road Plymouth PL6 7PZTelephone:01253-405624
9、Cable address:MACEVANS PLYMOUTHTelex:45635E-mail:,2)Reference and Date,In business communication,when a firm writes to another,each will give a reference.The reference may include a file number,departmental code or the initials of the signer followed by that of the typist of the letter.These are mar
10、ked Our ref:and Your ref:to avoid confusion:Your ref:JBD/WM Our ref:WDW/LP,The date should always be typed in full and not abbreviated(e.g.December for Dec.).And the-th,-st,-nd,and-rd that follow the day can be omitted(e.g.5 May for 5th May,June 1 for June 1st).Dont write 97 instead of 1997 for the
11、year.The forms of dates are as follows:British 15 August,1997 American August 15,1997Q:how about 10/2/2004?Why?,3)Inside name and Address,The name and address of the receiver is typed at the left-hand margin about two to four spaces below the date.It appears exactly the same way as on the envelope.M
12、r.,Mrs.,Miss.,and Ms-the ordinary courtesy titles are used to address to one person.e.g.Mr.C.E.Eckersley,Ms.M.C.Mar.After the name,his or her official position should follow,if there is any.e.g.Mr.C.C.Eckersley,Director Ms.M.C.Mar,President,3)Inside name and Address,收信人的姓名和地址一般是列在信笺的左上方，沿左页边线写起。封内地址
13、与信封地址写法相同。信内把收信人名称地址写明对工作有便利。对发信人而言，便利有二：一是发信时可与信封地址相互对照，避免放入信封时发生差误；二是发信后便于准确归档，便于以后查找。对收信人而言，便利也有二：一是收信人读信时，如发现信封名称地址与封内名称地址不符，可以知道是放入信封时发生错误，将信返回；二是收信后如信封与信函分离原信仍能保持完整，便于查阅。,e.g.1 Messrs.William&Werner36,Tower StreetNorth York,Ont.M2H 1W8,Canadae.g.2 Mr.C.E.EckersleyThe London Export Corporation6
14、 and 7 Clifford StreetLondon,W.1,England,4)Attention Line,Attention line is used when the writer of a letter addressed to an organization wishes to direct the letter to a specific individual or section of the firm.It generally follows the inside address.,4)Attention Line(注意事项or 经办人),如需注明对方经办人，希望收信商号
15、将信迅速交经办人办理，可以在封内地址下面加Attention 或Attention of例1 Richard Thomas&Baldwins Ltd.,151 Gower Street London,SC7 6DY,England Attention Mr.Cave or Attention of Purchasing Manager,5)The Salutation,Salutation is the complimentary greeting with which the writer opens his letter.Its form depends on the writers re
16、lationship with the receiver.The customary formal greeting in a business letter is“Dear Sir”or“Dear Madam”used for addressing one person;and“Dear Sirs”,“Dear Mesdames”,or“Gentlemen”(always should be in plural form and never write“Gentleman”)for addressing two or more people.If the receiver is known
17、to the writer personally,a warmer greeting“Dear Mr.Sb.”is then preferred.,Salutation is usually typed three spaces below the inside address or the attention line,and followed by a comma for Dear Sir,Dear Sirs,and a colon for Gentlemen.称呼后面的的标点，一般使用逗号或分号，美加来信中Gentlemen后用冒号：,6)Subject Line or Caption
18、Line,Subject line is actually the general idea of a letter.It is inserted between the salutation and the body of the letter either at the left-hand margin for fully-blocked letter form or centrally over the body for other forms.It calls the receivers attention to the topic of the letter.,6)Subject L
19、ine or Caption Line,事由写在称呼语下面两行，一般是在信笺中间位置，事由要简单扼要，说明商品名称，数量，信用证或合同号等即可。,7)Body of the Letter,This is the main part of the letter.It expresses the writers idea,opinion,purpose and wishes,etc.,so it should be carefully planned.When writing,pay attention to the following:(a)Write simply,clearly,courte
20、ously,grammatically,and to the point.(b)Paragraph correctly,confining each paragraph to one topic.(c)See that your typing is accurate and the display artistic.,Aim at an attractive and pleasing appearance for your letter.Margins especially are important,since they serve to frame your letter.For very
21、 short letters you may adopt double line-spacing except for your correspondents name and address for which single line-spacing should always be used.If there has been previous correspondence,the reply letter will refer to it in the first paragraph.The writers plans,hopes and expectations will be exp
22、ressed in the last paragraph.,7)Body of the Letter,在信的开头有开头语(Opening Sentences),自成一节，在习惯上是用客套语先将收到对方的来信的日期、编号或查号、主题及简单内容加以综合叙述，使对方一目了然这封信是答复哪一封去信的。如果是第一次通信也可以利用开头语作必要的自我介绍。Thank you for your letter of April 18,1998.,在信的结尾一般有结尾语(The closing Sentences),一般用来总结本文所谈的事项，提示对收信人的要求，如希望来函或电报订货、答复询问或作必要的声明等。另
23、起一段。如We hope to receive your early reply.,8)Complimentary Close,Complimentary close is merely a polite way of ending a letter.It is in keeping with the salutation.The most commonly used sets of salutation and complimentary close are:Formal:Dear Sir(s),Yours faithfully,Gentlemen:Truly yours,Less form
24、al:Dear Mr Henry,(:)Yours sincerely,(or Sincerely Yours,),9)The Signature,It is common to type the name of the writers firm or company immediately below complimentary close.Then the person who dictating the letter should sign his name,by hand and in ink,below it.Since hand-written signatures are ill
25、egible,the name of signer is usually typed below the signature,and followed by his job title or position.,结束语的下面，应将行号的名称用大写打出，必须由负责人签名，签名的下面为使对方了解签名人的姓名、职位，可以打字注明。(a)Yours faithfully,THE NATIONAL TRANSPORT CO.(Signature)Wang Da Wei Manager(b)Yours truly,for The Overseas Co.Ltd(Signature)W.Black Pres
26、ident,Never sign a letter with a rubber stamp.外国函件都必须由负责亲笔签名，用橡皮戳说明该信并非本人亲自过目，只是通函，不为人重视。,10)Enclosure,If something is enclosed,note it below the Signature.如信中有附件时，应在签名下注明Encl.或Enc.如附件不止一件应注明2 Encls or 3 Encls,或详细列明如下：Enclosures 4 samples Enc:1 Price List 1 Photo 1 Certificate,11)The Carbon Copy Not
27、ation抄送,When copies of the letter are sent to others,type c.c.below the signature at the left margin.如果函件要抄送其他有关单位，同时使对方也知道已抄送其他单位，可在信件最后的左下角注明“CC to xxx”or“CC xxx”c.c.The Osaka Chamber c.c.Mr.G well,12)Postscript 附言,If the writer wishes to add something he forgot to mention or for emphasis,he may a
28、dd his postscript two spaces below the carbon copy notation:信写完后，如果想起还有要紧的要说，可以在信末加P.S.引出补叙的话，然后由发信人签署本人简笔签名(本人姓名的第一个字母)。P.S.The samples will be mailed to you tomorrow.Try to avoid using P.S.since it may suggest that the writer failed to plan his letter well before he typed it.,Model of a Business L
29、etter,TRITONOctober 17,1997Mr.Zhao JunShenzhen Far East Oil Tools Ltd.Chiwan Petroleum Supply BaseShekou,ShenzhenRef:Provision of Drill ToolsService Order No.CHI-SO-001Dear Sirs,Please find attached Service Order No.CHI-SO-001 for the above referenced service.Should you have any questions,please do
30、not hesitate to contact us.Sincerely yours,Melvin D.Johnson Materials and Contracts Coordinator,-2-Shenzhen Far East Oil Tools Ltd.October 17,1997-,2 Form 格式,1)Full Block Form 齐头式 In the Full block form,every part of a letter is typed from the left margin.It is convenient to be typed with a typewrit
31、er but the layout is not so beautiful.So some businessmen use a modified block form with indented style.凡是用打字机打上去的每一行字，包括日期、封内地址、事由和结尾礼词。都是从左边的空白边缘打起。,2)Modified Block Form with Indented Style 混合式,In the Modified block form with indented style the senders address is typed(or printed)in the up-middle
32、 part.The receivers address starts from the left margin.The complimentary close as well as the signature are typed from the middle little towards the right.As the business letters are supposed to be simple and clear,so the Modified block form and Simplified form come out.,3)Modified Block Form 改良式 I
33、n the Modified block form all the parts start from the left margin,except the date,complimentary close and signature which are positioned same as that in the Modified block form with indented style.改良平头式：这种格式，除日期，结尾礼词和签名部分外，其他部分每行开头都与左边空白看齐。,4)Simplified Form,Simplified form is somewhat like Full bl
34、ock form.But some parts are omitted,such as salutation and complimentary close.简单式：与平头式相仿，但省略部分内容，如称呼、结尾礼词等。,The above four forms are popularly used nowadays.Which form a sender likes to choose depends on his or her preference.The main aim of designing a letter is to make the letter not only pleasin
35、g to the eye,but also convenient to be typed.,3.Addressing Envelopes 信封的写法,Business Envelopes ordinarily have the return address printed in the upper left corner.The receivers name and address should be typed about half way down the envelope.The postmark or stamps should be placed in the up right-ha
36、nd corner,while the bottom left-hand corner is for post notations such as Confidential,Secret,Printed Matter,etc.,3 Addressing Envelopes,Return Address,Stamp,Address,Remarks,(1)Courtesy kE:tisi,kC:-礼貌(2)Consideration 体谅(3)Completeness 完整(4)Clarity清楚(5)ConcisenesskEnsaisnis 简洁(6)Concreteness具体(7)Corr
37、ectness 正确,Writing Principles of business Letters,(1)Courtesy kE:tisi,kC:-礼貌,Courtesy is not mere politeness.It stems from a sincere You-attitude.Compare:polite or courteous?We have received with many thanks your letter of Oct.7,and we take the pleasure of sending you our latest catalog.We wish to d
38、raw your attention to a special offer which we have made in it.You will be particularly interested in a special offer on page 5 of the latest catalog enclosed,which you requested in your letter of Oct.7.,polite,Courteous kE:tjEs,In order to make a business letter courteous,try to avoid irritating,of
39、fensive,or belittling statements.To answer letters promptly is also a matter of courtesy.,(2)Consideration kEnsidEreiFEn体谅,Consideration emphasizes(You-attitude)rather than(We-attitude).When writing a letter keep the readers request,needs,desires,as well as his feelings in mind.Plan the best way to
40、present the message for the reader to receive.,The following points are necessary for writing a letter to embody consideration:,We-attitude,We allow 2 percent discount for cash payment.We wont be able to send you the brochure this month.,You-attitude,You earn 2 percent discount when you pay cash.We
41、will send you the brochure next month.,You-attitude 收信人态度,b.Focus on the positive approach 以肯定的态度为主,b.Focus on the positive approachCompare:,(Positive),We feel sure that you will be entirely satisfied.Perhaps next time we can send you what you require.,(Negative),We do not believe you will have caus
42、e for dissatisfaction.We regret our inability to serve you at this time.,(3)Completeness 完整,A business letter should include all the necessary information.It is essential to check the message carefully before it is sent out.,(4)Clarity 清楚,The writer must try to express his meaning clearly so that th
43、e reader will understand it well.To achieve this,he should try to:Avoid using the words which have different understanding or unclear meaning.e.g.As to the steamers sailing from Hong Kong to San Francisco,we have(bimonthly)direct services.,The word bimonthly has two meanings:twice a month,or once tw
44、o months.(Rewriting):a.We have two direct sailings every month from Hong Kong to San Francisco.b.We have semimonthly direct sailing from Hong Kong to San Francisco.c.We have a direct sailing from Hong Kong to San Francisco every two months.,Pay attention to the position of the modifiers.e.g.a.We sha
45、ll be able to supply 10 cases of the item(only).b.We shall be able to supply 10 cases(only)of the item.The modifier only in the above sentences modified two different words,so the two sentences have different meanings.,Pay attention to the sentence structure.Compare:a.We sent you 5 samples yesterday
46、 of the goods which you requested in your letter of May 25 by air.b.We sent you,by air,5 samples of the goods which you requested in your letter of May 25 yesterday.,Paragraph carefully and properly.Commercial letters should be clear and tidy,easy to understand the content.So a writer should paragra
47、ph a letter carefully and properly.One paragraph for each point is a good general rule.,(4)Clarity 清楚,Avoid using the words which have different understanding or unclear meaning.Pay attention to the position of the modifiers.Pay attention to the sentence structure.Paragraph carefully and properly.,(
48、5)Conciseness 简洁,That is using concise sentences and fewest words,without losing completeness and courtesy,to explain the meaning of a letter clearly.,The following are the methods of making a letter concise:Avoid using wordy expressions.Avoid unnecessary repetition.Using short sentences,simple word
49、s and clear explanationsUsing subject line flexibly and properly:,Avoid using wordy expressions.,wordy:We wish to acknowledge receipt of your letter.wordy:Enclosed herewith please find two copies of.,concise:We appreciate your letter.concise:We enclose two copies of.,Avoid unnecessary repetition.,Wi
50、ll you ship us any time during the month of December,or even November if you are rushed,for November would suit us just as well.(Rewriting)Please ship us by the end of November.,Using short sentences,simple words and clear explanations:,a.Use a word to replace a phrase:enclosed herewith enclosed at
