1、商業信函教程 北外諾加外貿專才培訓教材第一課商業信函格式 Basic structures1. 商業信函的基本結構 正式商貿信件至少有七個必要的部分構成：信頭 Heading日期 Date 信內地址 Inside Address稱呼 Salutation正文 Body結束敬語 Complimentary Close 簽名 Signature另外，在不同場合，根據不同需要，商貿信件還可包括以下項目：編號 Reference Number 保密標注 Confidential Line 經辦人 Attention標題 Subject Line辨認代碼 Identification Mark附件 At

2、tachment抄送 Carbon Copy附言 Postscript 信頭 Heading商業書信一般都使用事先印在信頭的信紙書寫。信頭部分包括公司名稱、地址、電話號碼、傳真號碼，有時候還有業務范圍、負責人姓名及其頭銜等。歐美國家許多公司信紙的信頭印得比較考究；目前中國的許多公司也有印制精美信頭的信紙，在寫商業書信時，原則上要使用這種信紙。如果萬不得已必須使用空白信紙，要注意信頭的位置和寫法。如果信件使用的格式是齊頭式，那么由信頭頂格開始寫；如果使用的是縮行式或混合式，則在信頭寫在右上方。信頭其實是回信地址，必須正確無誤，否則很有可能收不到對方的回信。地址一般分行寫：第一行寫公司所在的門牌號

3、和街道，第二行是城市名稱、省名或州名和郵區代碼，第三行是國名。如果同以街道的門牌號內有若干室，在地址中也務必標明。如：Building 6, Suite 713, 8 Hongxing RoadChengdu , Sichuan 610031P.R China 另外，地址中的Street , Avenue , Road , Drive 最好不要縮寫。1.2 日期 Date如果使用印有信頭的信紙寫商業書信，日期應放在信頭下至少與信頭間隔一行的地方。如果信件的格式使用的是齊頭式，那么日期從頂格開始寫。如果使用的是縮行式或混合式，則日期寫在信紙的右上方。日期的寫法有許多種，可把日放到月之后，也可把日

4、放到月之前，如：May 28, 2006與28 May 2006 兩者皆可。月份在前時，日和年之間用逗號隔開；月份在后時，月和年不用標點。商業書信的日期最好不要縮寫，更不能用數字表示月份，像4/5/06之類的日期會造成誤解，美國人會把它理解為2006年4月5日，但歐洲人會把它理解為2006年5月4日。另外，在日的數字后再加的st, nd , th 的寫法是比較過時的了。1.3 信內地址 Inside Address商業書信不論采用什么格式，信內地址都得寫在信紙左上方，與日期至少間隔一行。信內地址由收信人的地址和姓名構成。姓名應使用Mr , MS , Dr , Professor之類的頭銜和尊稱

5、。收信人如果擔任一定的職位，如Manager, Director 等，既可以在姓名后加逗號，然后注明，也可以在姓名下單獨注明。收信人的地址應從小到大，分做數行，依次書寫。如;Ms. Linda Coolidge, Director Corporate Planning Department Midwest Airlines Kowalski Building, Suite 21-A7279 Bristol Avenue Toledo, OH 43617U.S.A.值得注意的是，信內地址中的頭銜、職稱除最常用的Dr., Mr., Mrs., Ms., 之外，一般不需縮寫；表示地址的Street

6、、Avenue 、Drive 、Road 則最好不要縮寫成St.、Ave、Dr.、 Rd.。1.4 稱呼 Salutation 稱呼寫在信內地址下，與信內地址間隔一行，從頂格開始寫。商業書信的稱呼一般是在Dear Mr.，Dear Ms.等的后面加上收信人的姓，后面用冒號。 如果是議員、省長、州長、市長等官員，用Dear Senator、Dear Governor 或 Dear Mayor加姓稱呼；如果是船長，用Dear captain加姓稱呼；如果是將軍，用Dear General 加姓稱呼. 如;Dear Mr. Bush:Dear Senator Franklin:如果只知道收信人的職稱

7、，而對其姓名、性別都不了解，用Dear Mr. or Madam加職務稱呼。如：Dear Mr. or Madam Director:Dear Mr. or madam General Manager:如果是寫給某以組織機構的商業書信，并且在信封和信內地址中都沒有指定該組織機構的主管或成員為收信人，則用Dear加該組織機構名稱稱呼。如：Dear Customer Relation Department:Dear Upward Company；值得注意的是，當不知道收信人性別時，最好不用Dear Sirs 或 Gentlemen稱呼，因為這樣的稱呼有性別歧視的嫌疑。像To Whom It May

8、 Concern之類的稱呼雖不合性別歧視的因素，但使人覺得生硬。1.5 正文 Body正文一般分成若干段，段與段之間間隔一行。信件格式如果使用的是齊頭式或混合式， 那么由每段開頭頂格寫；如果使用的是縮行式，則每段開頭后空回到五格再開始寫。正文是商業書信的核心部分，要傳遞的資訊就是透過這部分反應出來的，所以在寫正文時，要深思熟慮，根據不同的情況，寫出意思準確、表述簡潔、思路清晰、語氣合適、組織連貫的信件。1.6 結束敬語 Complimentary Close結束敬語與正文間隔一行。如果該信的格式使用齊頭式，那么結束敬語由頂格寫起；如果使用縮行式或混合式，結束敬語的落筆處必須與右上文的日期對齊。

9、結束敬語相當于口語的Goodbye , 相當于中文的“此致”、“敬上”、“謹上”。結束敬語的第一個單詞首字母大寫。如果用兩個或兩個以上的單詞作結束敬語，第二個及其以后的單詞首字母不要大寫。另外，結束敬語末尾用逗號，而稱呼的末尾一般用冒號，最好不用逗號。商業書信最常使用的結束敬語是Sincerely、Yours sincerely、Sincerely yours。現在的趨勢是使用Sincerely一個單詞作結束敬語。如果與收信人有較深厚的交情，可以使用Cordially、Yours cordially 、Cordially yours 。Truly、Yours truly , Truly you

10、rs 是較正式的結束敬語，不常用。Faithfully、Yours faithfully、Faithfully yours 是特別正式的且已過時的結束敬語。Respectfully、Respectfully yours是下級給上級，晚輩給長輩，或與你敬重的人通信時才用的結束敬語。 1.7 簽名 Signature商業書信的簽名非常重要，尤其是帶有契約性質的信件，簽名更是重要。復印的簽名、個人印章往往行不通，必須要親筆簽名。簽名者對信中的內容要承擔一定的法律責任。商業書信一般是在結束敬語下間隔兩三行處列印寫信人的姓名，寫信人就在結束敬語和列印的姓名之間空白處直接簽名。如果寫信人是女性，而且是首次

11、與對方通信，應在列印的姓名前注明，以方便對方在回信時稱呼你。如果你想告訴對方自己的職稱，那么就在列印的姓名下注明。如：Sincerely,(Signature)Miss Lucy DunniganDirector of Personnel Sincerely yours,(Signature)Ms. Nancy White General Manager 如果寫信人代表其公司，則應在結束敬語下間隔一行處用大寫字母列印其公司名稱。另外，用空白信紙寫作商業書信時，也要這么做。如：Sincerely,WENTWORTH INDUSTRIES (Signature)Mrs. Helen B. Tayl

12、or President 2. 電子郵件的基本結構眾所周知，電子郵件即E-mail是如今我們做電子商務使用最普遍的一種聯系手段。電子郵件使用方便，信息傳遞迅速高效，且非常節省成本。但是E-mail的撰寫也并不是一件很容易的事情。您知道，當一封E-mail發送出去后，只要收信人在線，他可以幾分鐘內就收到。所以，在您發送前，必須要檢查一下您所寫的內容是否正確合適，因為一旦您點擊了發送鍵后，您就再也無法將其收回了。通常我們理解E-mail的撰寫風格可以比傳統的信件，傳真等稍加隨便一點。但是我們在這里還是要建議大家，即便是寫E-mail，由于是談論公事，所以還是采用正式嚴肅的風格。尤其當您是第一次跟收

13、信人聯系的話，正式的商務信函能讓您留給對方非常專業的印象。3 商業信函的要點寫作商務信函并不要求您使用華麗優美的詞句。所有您需要做的就是，用簡單樸實的語言，準確的表達自己的意思，讓對方可以非常清楚的了解您想說什么。圍繞這一點，我們總結了幾方面的內容，希望對您寫作商務信函有借鑒作用。 4 寫作的步驟Plan, Organize, Draft, Revise, EditPlan: Why What HowOrganize: Salutation, Opening, Facts, Actions, RemarksDraft: Step by stepRevise: Complete, Cohesiv

14、e, Clear, Concise, CourteousEdit: Check第二課建立業務關系 Establishing business relationsI. Aims & Requirements1. To enable students to know about the nature, goal, and contents of the course.2. To require students to know about the significance of learning the course.3. Help students to learn the struct

15、ure of business letters.4. Help students to learn and master the often-used words, phrases and sentence patterns in the business letters of establishing business relations.5. Help students to learn and master how to write a business letter about establishing trade relations.6. Help students to learn

16、 some additional sentence patterns about establish trade relations.II. Warm up1.Approaches to establish trade relations：Banks, chamber of commerce, trade directory, advertisements, commercial counselors officer, friends in business circles, self-introduction, etc.2. Main steps in the foreign trade b

17、usinessEstablishing business relation, credit and inquiry, inquiry and offer, on price, ordering, terms of payment, shipments, contract, insurance, claims and arbitration, agency, etc.III Key words and expressions1）You are recommended toby向推薦貴方You were recommended to our company by the Bank of China

18、, New York Branch.2）have been in business since自時開始經商We have been in business since 1935.3）have wide experience in在方面有豐富的經驗We have wide experience in all the lines we handle.4）Please inform sb. of something請告知某人某事Please inform us of your terms and forward samples and product brochures.5）We learned f

19、romthat我方從得知We learned from the Commercial Counselor of our Embassy in Ottawa that you deal in optical frames.6）be of good quality and have fine workmanship.質量上乘，工藝精湛Our products are of good quality and have fine workmanship.7）Please let us know請告知我方Please let us know if there are any items which ar

20、e of interest to you and we will send you quotes and samples.8）Deal in 經營We deal in optical frame.9) We are我們（我方、我公司）為We are a state-operated corporation, handling the export of animal by-products.我方（我們、我公司）為經營畜牧產品出口的國營公司。We are China National Textiles Import and Export Corporation, with its headqua

21、rters in Beijing. 我們（我公司、我方）為（是）中國紡織品進出口總公司，總部在北京。10）to write to introduce寫信介紹We write to introduce ourselves as large dealers in foodstuffs with good connections in the country.現函告，我方為食品大經銷商，在國內擁有大批客戶。We write to introduce ourselves as exporters of fresh water pearls having many years experience in

22、 this particular line of business.現函告，我方為淡水珍珠出口商，在此行業已有多年經驗。11）to take the opportunity to introduce 利用機會介紹We take this opportunity to introduce ourselves as large importers of fertilizers in our country.乘此機會，茲介紹，我公司為國內化肥大進口商。We take the opportunity to introduce our company as exporters dealing exclu

23、sively in leather goods.我方借此機介紹，我公司為專門經營皮革制品的出口商。12)to have(owe) ones name and address from從處得知某人名字和地址We have your name and address from China Council for the Promotion of International Trade.我們從中國國際貿易促進會得悉貴公司名稱和地址。13）.to be transferred (forwarded) tofor attention 轉交處理Your letter of Sept.8 has been

24、transferred to us for attention from our Head Office in Beijing.貴方9月8日函已由我們在北京的總部轉交我方處理。Your inquiry has been forwarded to us for attention from the Commercial Counsellors Office of the Chinese Embassy in Rome.貴方詢盤已由中國駐羅馬大使館商務參贊處轉交我方處理。14).to enter into business relations with和建立貿易關系We are willing t

25、o enter into business relations with you on the basis of equality and mutual benefit.我們愿意在平等互利的基礎上與貴方建立貿易關系。15).to fall (come, lie)within the scope of屬的范圍As the item falls within the scope of our business, we shall be pleased to enter into direct business relations with you.由于該商品屬于我們的業務范圍，我們將很高興地與貴方

26、直接建立業務關系。IV Sample writingsCHINESE OPTICAL FRAMESWe learned from the Commercial Counselor of our Embassy in Ottawa that you deal in optical frames.We sell Chinese high quality optical frames. They are of good quality and have fine workmanship. Our optical frames are very popular in Europe. We would

27、like to work with you to market them in Canada.We are sending you under separate cover by airmail a copy of the latest catalog. Please let us know if there are any items which are of interest to you and we will send you quotes and samples.We hope to hear from you soon.Zhou YanmingManagerZhejiang Tex

28、tiles Imp. & Exp. Corp.我公司從本國駐渥太華大使館商務參贊處獲悉貴公司經營光學框。我公司出售中國高檔光學架。其質量上乘，工藝精湛。我們的光學框在歐洲非常暢銷。我方愿和貴方攜手共同在加拿大銷售此產品。茲另封航郵我方最新目錄一份，請告知貴公司感興趣之產品，我公司將寄去報價單和樣品。V. PracticeTranslate the following correspondence into Chinese:Through the courtesy of the Chamber of Commerce in Tokyo, Japan, we have learned th

29、at you have been supplying the best quality foods all over the world, and we are sure that there is a large demand for various foreign foods in our country. We are writing to you in the hope of establishing business relations with you.We are the largest food trading company in Japan, and have office

30、s or representatives in all major cities and towns in Japan. We are already importing a number of foods from Europe and the U. S. A. and consider, therefore, that we have considerable experience in this field.We foresee a bright prospect for your products in our market. We look forward to hearing fr

31、om you and assure you of our close cooperation at all times.Yours faithfully,VI. HomeworkWrite an email about establishing business relations with a client.第三課詢盤與發盤 Inquiry and OfferI. Aims & Requirements1. To enable students to know about what inquiry is2. To enable students to know about what

32、offer is3. To enable students to know the difference between a firm offer and non-firm offer4. Help students to learn and master key words, phrases and sentence patterns 5. Help students to learn and master how to write a business letter about offer6. Help students to learn some additional sentence

33、patterns about inquiry and offerII. Explanations實盤(firm offer)即指有約束力的發盤。是發盤人有肯定訂立合同的意圖。實盤一旦由交易的另一方（受盤人）有效接受，發盤人對其發盤的內容，在有效期內不得隨意變更或撤銷，否則發盤人將承受違約的法律后果。實盤所列的交易條件必須肯定、明確，不能含糊和模棱兩可；也不應有任何保留。A firm offer is made when a seller promises to sell goods at a stated price within a stated period of time. Once i

34、t has been accepted it cannot be withdrawn. 實盤的內容一般應有：貨物正確的品名、詳細的品質規格、清楚的包裝情況、實在的數量、準確的裝運時間和裝運港口、完備的價格條款和支付條件。另外，實盤還有兩個內容：一個是明確提出這個發盤是個實盤(firm offer or irrevocable).但即或有實盤或不可撤銷字樣，也不是構成實盤的必要條件。如果具備構成實盤的上述必要條件，沒有實盤字樣也是實盤。另一個是發盤的有效期。根據各國法律規定和國際貿易慣例，實盤都有有效期。有效期是對發盤人的約束，以便利受盤人憑以進行研究交易的可能性。在有效期內，發盤人有

35、必須承擔成交的義務，但是超過了有效期，既或受盤人再行接受，發盤人有權拒絕成交。在規定具體的有效期時，要根據不同的商品，在不同的市場、不同的地理位置以及節假日等情況。明確規定此期限的起止日期和地點以免誤解。在當前的國際貿易中，使用實盤報價較多。但遇到下列情況之一，實盤立即失效：1）受盤人在實盤有效期外表示接受，發盤人不受約束。2）受盤人對實盤中的一項明確表示拒絕或修改，該項實盤立即失效。3）一經受盤人作出還盤，原發盤也隨之失效。2. 虛盤(non-firm offer, offer without engagement) Non-firm offers are usually made by m

36、eans of sending catalogues, price list, and quotations. It can be considered as an inducement to business.也稱不受約束的發價。即發盤人有保留地愿按照一定條件達成交易的表示。虛盤不必有完整的內容，沒有時限的規定，而且也不明確不肯定，如參考價、數量視我供應可能、以我最后確認有效(Subject to our final confirmation), 以我貨未售出為準(subject to unsold),此發價可按市價增減 (We offersubject to market fluctuat

37、ion)等。在日常的業務中，外寄的報價單、價目單及形式發票等，一般都注明“僅供參考”或“以我方最后確認為準”。這就排除了接盤人只要接受就可以成交的權限。虛盤對發盤人來說，較為靈活，可以根據市場的變化，挑選成交時機和對手，以取得有利的交易條件。但是，受盤人有時把它看成一般的業務聯系，而不利于達成交易。III. Words and expressions1). as requested=at ones request 應貴方要求。As requested, we are submitting our quotation in triplicate and wish for you to place

38、 your order with us as early as possible.2). be in the market for = want to buyWe are in the market for electric saws.3).payable at sight against presentation of shipping documents憑裝船單據見票即付Please note that our terms of payment are by irrevocable L/C, payable at sight against presentation of shipping

39、 documents.4) effect shipment 裝運We can effect shipment during October/November.5) to enquire for 詢購A client of mine enquires for 100 cases Black Tea.我的一個客戶詢購100箱紅茶。6) to state terms of說明的條款When quoting, please state terms of payment time of delivery.報價時，請說明付款條件和交貨時間。7) to inform sb. on terms one can

40、 supply告知某人在何種條件下可供應Please inform us on what terms you can supply iron nails.請告知你方供應鐵釘的條件。8) to send sb. particulars of告知某人的詳細情況We have seen your advertisement in Chinas Foreign Trade and shall be glad if you will send us particulars of bed sheets and pillowcases.我們在中國對外貿易雜志上看到你們的廣告，敬請告知有關床單和枕套的詳細情況

41、。9) to allow sb. a special allowance (discount)給予某人特別折扣Will you please allow us a special allowance on annual total purchase above $500,000?如果我們每年購買總金額超過50萬美金，請給予特別折扣。10) in reply (to ones enquiry)答復某人詢盤This is in reply to your enquiry of Oct. 8th, 2000.現答復你方2000年10月8日詢盤。11)to thank sb. for ones enq

42、uiry for謝謝某人對某商品的詢價。We thank you for your enquiry for Feb.2 and are pleased to tell you we are in good connections with the best manufacturers in the country.感謝貴方2月2日詢盤，并告知我方與國內最好的廠家有密切的聯系。12) to enclose a catalogue and a price list附寄目錄和價格表We enclose our latest catalogue and a price list giving deta

43、ils you ask for.現附寄最新目錄和價格表，上面有貴方要求了解的詳細情況。13) to quote for sth. at報某貨物價We quote for this article (at) US$10 per case FOB Shanghai.我方報此貨FOB上海價，每箱10美元。14).to offer sb. sth.向某人報盤We offer you 1500 Forever Bicycles at US$32 per piece CIF Lagos for delivery in May.我方向貴方報盤1500輛永久盤自行車，CIF拉各斯價，每輛32美元，5月份交貨。

44、15) .to offer as follows報盤如下Thank you for your enquiry dated March 18 and now, we offer as follows.貴方3月18日詢價函已收到，謝謝。現報盤如下We take pleasure in sending you an offer for 50 sets of Milling Machines Type 70 as follows.我方高興地向貴方發出50臺70型銑床的報盤如下。16).subject to ones confirmation(goods being unsold, reply reac

45、hing here withindays)以某人確認（貨物未售出，在日內復到）為有效We make you the following offer, subject to your reply reaching here within 3 days (by 5 p.m. March 21 our time).我方作出如下報盤，以貴方3日內復到為有效（我方時間3月21日下午5時前）17) .to be firm for有效期為This offer is firm (valid, good, open, effective) for 5 days.18).to look forward to re

46、ceiving ones order期望收到某人訂單We trust you will find our offer satisfactory and look forward to receiving your order.我方相信貴方會對我方報盤感到滿意，期望收到貴方訂單。19.to invite ones attention to other products請某人注意其它產品We invite your attention to our other products, details of which you will find in the catalogue敬請垂詢我方其它產品，詳

47、情見目錄。IV. Sample letterDear Sir or Madam: Thank you for your letter of 18th April. We note that you have discovered our quoted prices not sufficiently competitive and request a discount of 7.5% on your order.We would like to emphasize to you that we have endeavored to limit our prices to the minimum

48、in view of the very fine quality of our products, and so we regret that you still consider that they are rather too high for your market. As a special concession, however, and as this is the first order that you have placed with us, we are willing to offer you the discount of 7.5% that you request o

49、n your order. While this is possible on this occasion, we would also like to point out that our labor costs are continually increasing, and also we regret that we cannot guarantee that we will be able to offer you these highly favorable terms in future.The terms that we now offer are firm for 28 day

50、s only, and so we look forward to receiving your order in the near future. We trust that you will be able to market our products effectively in the UK and so look forward to doing further business with you.Sincerely yours,您好：感謝你方4月18日的來函，我們注意到你方覺得我們所報價格不具競爭力，進而為你們的訂單要求7.5%的折扣。我們想強調的是，鑒于我們產品質量精良，我們已經

51、盡力將價格限定在最低，所以你方覺得我們的價格在你方市場上太高，我們也頗感遺憾。但是由于這是你們向我們所做的第一批訂貨，作為一種特殊的折讓，我們仍打算按你方的要求給予你方7.5%的折扣。我們需要指出的是，由于勞動力成本在持續地上漲，恐怕這種情況只此一次，以后我們不能保證能給你方如此優惠的條件。這次的報盤在28日內有效，希望近期收到你們的訂單。我相信你們一定可以在英國市場上有效地銷售我們的產品,希望以后與你們有更多的業務往來。V. Assignment: Write an email according to the enquiry below.Dear Export Department:Re:

52、 Electric SawsWe are in the market for electric saws. Please provide us with quotes for the goods listed on the enclosed inquiry sheet, giving your prices CFR Jakarta. Please also state your earliest delivery date, your terms of payment and discounts for regular purchases.Kindly mail us your catalog

53、ue and details of your specifications.We look forward to your early reply.Sincerely,Joseph NgCommercial ManagerEncl.: inquiry sheet第四課確認訂單 OrderingAims & Requirements1. Help students to learn and master key words, phrases and sentence patterns2. Enable students to know about what shipping mark i

54、s3. Help students to learn some additional sentence patterns about orderingI Sample letterRe: Sports sunglassesWe are pleased by your prompt reply to our inquiry of Dec. 20th, 2007 about the captioned commodity and now wish to order from you as per our purchase Order enclosed.We will open an irrevoc

55、able L/C in your favor through the First National City Bank, New York, to cover the total CIF value of this order. We appreciate your arranging to ship upon receipt of the L/C the first four items by the first available vessel sailing to New York direct.Please dispatch one sample each of the six oth

56、er sunglasses we mentioned last time by air parcel immediately and, meanwhile, confirm your acceptance by return.Sincerely,感謝貴方迅速答復我方2007年12月20日關于標題所示商品的詢函，現欲向貴方訂貨如所附訂貨單所示。我方將通過紐約花旗銀行開立一份以貴方為抬頭的不可撤銷之信用證來支付此次訂貨所需全部CIF價款。貴方如能一俟收到信用證，即安排用直航紐約的船來裝運頭四種貨物，我方將不勝感激。請立即航郵六個上次提及的太陽鏡各一只，并早日確認接受。Key words and expressions：1.purchase order 購貨訂單2. First National City Bank 花旗銀行。3.in your fav