《跨境電商B2B商務英語函電》B2BCorrespondenceWritingforCross-borderE-commerce

項目二跨境電商B2B客戶開發

BasicKnowledgeSummarizing一LearningtheTypicalcases二Imitatingwriting三Professionalskillexercises五任務1:客戶開發函TranslationExercises四任務導入任務1:客戶開發函

在學習并掌握了跨境電商B2B往來商務信函寫作的基本知識后，李華又向指導她業務的業務主管請教了一些公司業務操作方面的知識，于是李華滿懷信心地繼續投入到工作之中。可是該怎樣快速的找到客戶？又該如何寫出一封有效的客戶開發信函呢？

Establishingbusinessrelationsisthefirststepinatransactioninforeigntrade.Ifanewfirm,orratheracertaincorporationofours,wishestoopenupamarkettosellsomethingorbuysomethingfromthefirmsinforeigncountries,thepersonsinchargemustfirstofallfindoutwhomtheyaregoingtodealwith.Weshouldnotonlydoeverythingpossibletoconsolidateoldcustomersbutalsoseeknewonestoenlargeourbusiness.一、BasicKnowledgeSummarizing

Writingletterstonewcustomersfortheestablishmentofrelationsisapracticeinbusinesscommunications.Toestablishbusinessrelationswithprospectivedealersisoneofthevitallyimportantmeasureseitherforanewlyestablishedfirmsoranoldonethathopestoenlargeitsbusinessscopeandturnover.Thereareseveralchannelsthroughwhichimportersandexporterscangettoknoweachother.一、BasicKnowledgeSummarizing

1.WaysforObtainingInformationaboutanewcompany

2.TypicalSentences一、BasicKnowledgeSummarizing1.Waysforobtaininginformationaboutanewcompany1)Banks2)ChamberofCommercebothathomeandabroad

3）Tradedirectory

4)ChineseCommercialCounselor’sOfficeinforeigncountries1.Waysforobtaininginformationaboutanewcompany5)Advertisementsinnewspaperorperiodicals

6)Theintroductionfromhisbusinessconnections/recommendationbyothers,suchashissubsidiariesorbranches,agentsabroad1.Waysforobtaininginformationaboutanewcompany7)Themarketsurveys8)Visitingabroadbytradedelegationsandgroups

9)Attendanceattheexportcommoditiesfairs

10)Internet1)WeoweyournameandaddresstotheCommercialCounselor’sOfficeoftheCanadianEmbassyinNanjing.

得知貴公司名稱和地址，要感謝加拿大駐南京大使館商務參贊處。2)Wenowavailourselvesofthisopportunitytowritetoyouwithaviewtoenteringintobusinessrelationswithyou.我們借此機會給貴公司去函，希望建立業務關系。2.TypicalSentences3)ThroughthecourtesyofMr.Smith,wearegiventounderstandthatyouareoneoftheleadingimportersofcomputerinyourareaandwishtoenterintobusinessrelationswithus.

承蒙史密斯先生介紹，我們得知貴公是電腦進口商之一，而且希望與我們建立業務關系。4)YourfirmhasbeenrecommendedtousbytheChamberofCommerceinNewYork,U.S.A..美國紐約商會把貴公司推薦給我們。2.TypicalSentences5）Wewishtoexpressourdesiretotradewithyouinsilkproducts.

我們想要表達我們在絲綢產品上同貴方做貿易的愿望。6)Wewishtointroduceourourselvestoyouasastate-ownedenterprisedealinginshoes.茲介紹，本公司是一家專營鞋子的國有公司。2.TypicalSentences7）WespecializedintheexportofChinesetea.我們專門經營中國茶葉。8)Inordertoexpandourexportbusinesstoyourcountry,Wewishtoenterintodirectbusinessrelationswithyou.

為了擴大出口貿易到你們國家，我們希望與貴方建立直接的業務關系。2.TypicalSentences9)Wearelookingforwardtohearingfromyousoon.我們期待早日收到你方的回復。10)Pleasesendusyourcataloguesandpricelist.

請給我們寄來貴公司的商品目錄和價格單。11)Ourlinesaremainlyprintingbedcovers.

我們經營的主要商品是印花被套。2.TypicalSentences12)Wewouldliketoenterintobusinessrelationswithyou.

我們愿與貴公司建立業務關系。13)Astheitemsfallwithinthescopeofourbusinessactivities,weshallbepleasedtoenterintobusinessrelationswithyou.由于這些商品正好屬于我們的經營范圍，我們會很高興與貴公司建立業務關系。14)Foryourreference,wearesendingyouthesamplesandcatalogues.

我們寄上樣品和目錄供你方參考。2.TypicalSentences15)Weexpressourwishtosetupbusinessrelationswithyou.我們愿和貴公司建立業務關系。16)Wehavecometoknowyournameandhavethepleasureofwritingthislettertoyouinthehopeofestablishingbusinessrelationswithyou.我方獲悉貴公司名稱，并榮幸去函，希望與貴公司建立業務關系。17)Wearewillingtoenterintobusinessrelationswithyouonthebasisofequalityandmutualbenefit.

我方愿在平等互利的基礎上與你方建立業務關系。。2.TypicalSentences二、LearningtheTypicalcases任務1:客戶開發函

在了解商務信函寫作的基本知識之后，業務主管打開公司電腦，結合以往業務員曾經寫過的相關信函，悉心指導李華學習寫作尋找客戶的信函及其相關回函，這類信函也是公司拓展業務的主要渠道之一，因此大家要用心領悟。DearSir,Throughthecourtesyof

ourCommercialCounselor’sOfficeoftheChineseEmbassyinCanada,wehaveknownyournameandaddress.Wewishto

informyouthatwespecializein

Chinesecloth,andtheitemyouneedfallswithinthebusinessscopeofourcompany,soweshallbepleasedtoenterintobusinessrelationswithyou.Togiveyouageneralideaof

ourproducts,weencloseacompletesetofleafletsshowingvariousproductsbeinghandledbyourcorporation.Quotationsandsampleswillbesentuponreceiptofyourspecificenquiries.Welookforwardtoyourearlyreplywithmuchinterest.

YoursSincerely,JohnSmithLetter1:

Establishingbusinessrelations

1）throughthecourtesyof承蒙……的告知，經……介紹“由某處得知某人的姓名和地址”的英文表述方式如下：Note1：“由某處得知某人的姓名和地址”的英文表述方式如下：learn/know/obtain/noteone’snameandaddressfromoweone’snameandaddresstothroughthecourtesyofontherecommendationofberecommended/introduced/giventosb.by

throughthecourtesyofourCommercialCounselor’sOfficeoftheChineseEmbassyintheU.S.A.承蒙中國駐美國大使館商務參贊處的告知

2）inform

v.通知，告知informsb.ofsth.通知某人某事informsb.that通知某人某事Note2：Pleaseinformusofthenameofsteameranddateofshipment.

請告知船名和裝運期。

3）specializein:

專門經營Thecorporationisspecializedintheexportbusinessofelectronicproducts.本公司專營電子產品出口業務。Note3：SpecializingintheexportofChinesefoodstuffs,wewishtoexpressourdesiretotradewithyouinthisline.我方專業從事中國食品出口，希望在此行與你方進行貿易。

4）fallwithinthebusinessscopeof:

屬于某人經營范圍類似表達方式還有：comeundertherangeof/liewithinthescopeofNote4：Note5：5）enterinto:

開始（建立）類似表達方式：establish/build/setupWewishtoenterintobusinessrelationswithyou.6）shipment:

n.裝運Wehavereachedanagreementwithhiminregardtotheshipment.我們已經就裝運問題同他達成協議。Note6：7）enclose:

v.隨函附寄Weenclosedourlatestproductcatalogue.我們隨函寄上最新目錄。Note7：Note8：8）leaflet:

n.小冊子，散頁印刷品類似表達方式：pamphlet/brochure/bookletNote9：9）handle:

v.經營（某種或某類商品）類似的表達方式：totradein/todealin/beinline10）quotation:

n.報價Thankyouforyourquotationforthecomputer.感謝你方對電腦的報價。Note10：11）sample:

n.樣品Thousandsofpeoplehavewrittenintousforafreesample.現已有數千人給我們來信索要免費樣品。Note11：Note12：12）uponreceiptof:

一收到Uponreceiptofyourshippinginstructions,wewillsendthegoods.收到你方的裝船說明，我方即發送貨物。Note13：13）specificenquiry:

具體詢盤Assoonaswereceiveyourspecificenquiry,wewillcableourquotation.一俟接到你方具體詢價，我們將電告報價。DearSirs,

ThankyouforyourletterofMay15,

2023.Beingoneofthe

leadingimportersofChineseclothinthiscity,weshallbepleasedtoestablishbusinessrelationswithyou.Inrecentyears,wehavedonebusinesswiththelargestandmostprominentfirmsinyourarea.Asiswellknowntoyou,thepossibilitiesofimportingtheforeignproductsareverygreathere.Weareconfidentthatwewillbeabletogiveyoularge

ordersifthequalityandpricemeetourrequirements.Wehopethatwemayreceiveyourcatalogueaswellasotherprintedmaterialsforourreference.Welookforwardtoyourreply.

Yoursfaithfully,David

Letter2:

ReplytotheLetter11）

leading

adj.占主導地位的，大的Heplayedaleadingpartinthenegotiations.他在談判中起到了至關重要的作用。Note1：

2）inyourarea:

在你地，在你處

Note2：

3）order:

n.訂單;

v.訂購；訂貨

trialorder試訂單

substantialorder大宗訂單

repeatorder續訂單Note3：Placealargeorderwithyou.向你方大量訂貨。Ifyouallowus15%discount,wewillorder20,000dozen.如果你方給予15%的折扣，我們將訂購兩萬打。

4）meetone’srequirement：滿足……的要求（需要）Note4：Note5：5）forone’sinformation/reference：供……參考

來到公司，李華開始從網上尋找客戶，經過認真仔細的篩選，發現加拿大一家公司寫給她們公司發來的郵件。三、Imitatingwriting依據對方的來函，我們該如何迅速而準確的寫一份回函呢？分析：信函應包括以下要點：1）本公司主要從事紡織品、服裝等出口。2）打算建立業務關系。3）隨函附寄一本目錄。三、Imitatingwriting參考回函(onlyforreference):1.Translatingthefollowingphrases.四、TranslationExercisesTranslatingExercises:Part1:Translatingthefollowingphrases..（1）專門經營 ———————————————————————————————（2）供……參考

———————————————————————————————specializeinforone’sinformation/referenceTranslatingExercises:Part1:Translatingthefollowingphrases..（3）建立業務關系 ———————————————————————————————（4）商務參贊處

———————————————————————————————establish/build/setupbusinessrelationswithsb.CommercialCounselor’sOfficeTranslatingExercises:Part1:Translatingthefollowingphrases..（5）樣品 ———————————————————————————————（6）一收到就……

———————————————————————————————sampleuponreceiptofTranslatingExercises:Part1:Translatingthefollowingphrases..（7）quotation

———————————————————————————————（8）inyourarea

———————————————————————————————報價在你地，在你處TranslatingExercises:Part1:Translatingthefollowingphrases..（9）enclose

———————————————————————————————（10）specificenquiry———————————————————————————————隨函附寄具體詢盤

2.TranslatetheFollowingSentencesintoChinese四、TranslationExercisesTranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（1）Wewishtoexpressourdesiretoenterintodirectbusinessrelationswithusinthelineofsilkproducts.

———————————————————————————————（2）Wewritetointroduceourselvesasexportersofsilkhandkerchiefhavingmanyyearsofexperienceinthisparticularlineofbusiness.

———————————————————————————————我們希望與貴公司在絲綢產品方面建立直接的業務關系。現函告，我方為絲綢手絹的出口商，在此行業里已有多年經驗。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（3）WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.

———————————————————————————————（4）Wewishtointroduceourselvestoyouasastate-ownedcompanydealinginfoodproducts.

———————————————————————————————本公司獲悉您是中國絲制產品的潛在客戶，而中國絲制產品正屬于我們經營范圍之內。特介紹我們公司是一家經營絲制產品的國營進出口公司。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（5）YourcompanyhasbeenrecommendedtousbyMr.Smith.

———————————————————————————————（6）Weshallbeobligedifyouwouldsendussamplesandpricesofyourproducts.

———————————————————————————————承蒙貴國商會的介紹，我公司得知了貴公司的情況。如蒙貴方寄樣品和價目表將不勝感激。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（7）Toacquaintyouwiththeproductswehandle,wearesendingyouunderseparatecoverseveralsamplebooks.

———————————————————————————————（8）Ourproductsaresoldinmanycountriesandenjoygoodreputation.

———————————————————————————————為了使您了解本公司經營的產品，我們隨函寄去幾本產品樣本。我們的產品銷往許多國家，在世界市場上享有盛譽。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（9）Pleasesubmitfullspecificationsofyourrefrigeratorstogetherwithtermsofpaymentanddiscountrate.

———————————————————————————————（10）Wearelookingforwardtoyourfavorablereply.

———————————————————————————————請提供貴公司電冰箱的各種詳細規格，并告知付款條件和折扣率。我們靜候佳音。

3.TranslatetheFollowingSentencesintoEnglish四、TranslationExercisesTranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（1）你方7月18日希望同我方建立業務關系的信已經收到，謝謝。

———————————————————————————————（2）承蒙弗里曼公司介紹，得悉你公司是貴國絲制產品最大的進口商

之一。

———————————————————————————————

YourletterofJuly18expressingthehopeofestablishingbusinessconnectionswithushasbeenreceivedwiththanks.

ThroughthecourtesyofMessrs.’Freeman&Co.,welearnthatyouareoneoftheleadingimportersofsilkproductsinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（3）作為英國主要的進口商之一，我們此次寫信給貴公司是希望與貴公司建立直接貿易關系。

———————————————————————————————（4）據了解，貴公司是中國絲綢制品有潛力的買家，而該商品正屬于我方的經營范圍。

———————————————————————————————

BeingoneoftheleadingimportersofsilkproductsinEngland,wearewritingtoyouinthehopeofestablishingdirecttraderelationswithyourfirm.

WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（5）我們利用此機會致函貴方以了解可否與貴方建立貿易關系。

———————————————————————————————（6）我們的產品馳名中外、久享盛譽，相信在貴國有很大的市場潛力。

———————————————————————————————Weavailourselvesofthisopportunitytowritetoyouandseeifwecanestablishbusinessrelationswithyou.

Ourproductshavelongenjoyedagreatfamebothathomeandabroadmarketandweareinthebeliefthattheywillhavegreatpotentialityofthemarketinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（7）如果貴方需要更多有關我方業務狀況的信息，我們樂意隨時給予答復。

———————————————————————————————（8）請告知你方的具體需要，以便我公司另寄目錄及報價單。

———————————————————————————————Incaseyouneedmoreinformationaboutourbusinessstatus,weshallbeonlyto0gladtoansweryourinquiriesatanytime.

Pleaseletusknowyourspecificrequirementsothatwecansendyoubyseparatepostourcatalogueandquotation.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（9）我們盼望早日得到你方的答復并相信通過相互合作，我們不久即可達成這筆交易。

———————————————————————————————（10）承蒙巴黎商會告知貴公司名稱和地址，并得知貴公司是桌布進口商。

———————————————————————————————Welookforwardtoyourearlyreplyandtrustthatthroughourmutualcooperationweshallbeabletoconcludethistransactionwithyouinthenearfuture.

WeoweyournameandaddresstotheParisChamberofcommerce,throughwhomwehavelearntyouareimporteroftable-cloth.

3.Writingaletteraccordingtothedescriptionsbelow五、Professionalskillexercises寫作情境：上海飛躍進出口公司多年來從事塑料玩具的進口業務。當公司業務員從（Anderson&Co.,Australia）得知澳大利亞悉尼大衛.米勒公司主要從事該產品的出口業務時，上海飛躍希望與該公司建立業務關系，并希望其能提供產品目錄和報價。現在要求以上海飛躍進出口公司業務員的身份，給對方去函。參考函文(onlyforreference):

4.Choosethebestanswer五、Professionalskillexercises

（1）Wecometoknowyourname

anadvertisementinChinaDaily.

A.throughB.from

C.toD.in

Key:A4.Choosethebestanswer

（2）

Wewillsendyousomesamplebooks

yourreply.

A.uponthereceiptofB.onreceiptof

C.onreceiptingofD.uponthereceiptingof

Key:B4.Choosethebestanswer

（3）Wewouldbepleasedtoreceiveyour

catalogue.

A.illustrationB.illustrated

C.illustrateD.illustrates

Key:B4.Choosethebestanswer

(4)Weare

yourspecificenquiry.

A.lookingforwardB.looking

C.lookforwardD.lookingforwardto

Key:D4.Choosethebestanswer

（5)We

acatalogue

yourreference.

A.areenclosed,forB.areenclosing,in

C.enclose,forD.enclosed,with

Key:C4.Choosethebestanswer

(6)Weareindebted

Mr.Smith

yournameandaddress.

A.with,inB.for,to

C.to,forD.by,for

Key:C4.Choosethebestanswer

(7)We

variouskindsofwoodengoods.

A.handleinB.handle

C.handledinD.handlewith

Key:B4.Choosethebestanswer

(8)Weareairmailingyouoursamplebooks

separatecover.

A.byB.with

C.underD.in

Key:C4.Choosethebestanswer

(9)Forany

ournewproducts,please

us.

A.information,of,contactwith

B.information,about,contact

C.information,asto,contactwith

D.information,about,contactwith

Key:B4.Choosethebestanswer

(10)Yourcompanyhasbeen

usbytheBankofChina,Ningbo,asalargeexporterofshoes.

A.recommendation,forB.torecommend,to

C.recommending,byD.recommended,to

Key:D4.Choosethebestanswer

5.FillintheBlanks五、Professionalskillexercises5.FillintheBlanksDearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitemf

,withinthescopeofourbusinessactivities,weshallbep

toe

intodirecttrader

withyouatanearlydate.Togiveyouageneralideaofthev

kindsofproductswehandle,wee

abrochure.S

booksandPricelistswillbes

toyouassoonaswer

yourspecificenquiry.Welookf

toyourfavorablereply.Yoursfaithfully,Task(1)Keytotask(1)DearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitem

,withinthescopeofourbusinessactivities,weshallbe

to

intodirecttrade

withyouatanearlydate.Togiveyouageneralideaofthe

kindsofproductswehandle,we

abrochure.

booksandPricelistswillbe

toyouassoonaswe

yourspecificenquiry.Welook

toyourfavorablereply.

Yoursfaithfully,

falls

pleased

enter

relations

various

enclosed

Sample

sent

receive

forward5.FillintheBlanksDearSirs,Throughthe1oftheChamberof2inyourcountry,wehave3yournameandaddressandlearnthatyouarealargebuyerofChinesegarments.Asweareinthisline,we4ou