chapter two establishment of business relations 建立商業(yè)關(guān)系

1、To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wishes to enlarge its business scope and turnover. No customers, no

2、 business.,Chapter Two,Establishment of Business Relations,WHY?,HOW?,WebBanksCommercial Counsellor’s OfficeChambers of Commerce in foreign countriesTrade DirectoryAdvertisementsAttendance at trade fairs and exhibit

3、ions held at home and abroadMutual visits by trade delegations and groups,Merchants may be approached through the following channels:,Key Words & Expressions,establish business relations business scope import exp

4、ort importer exporter commercial counsellor’s office chamber of commerce credit standing,LLetter 1 Self-introduction,Language Points,owe v. 應(yīng)該把…歸功于，（后接介詞to）,He owes his success to the open-policy.,他把他的成功歸功于開(kāi)放政策

5、。,to owe your name and address to,承蒙… 告知貴公司行名和地址（獲悉貴公司行名和地址要感激…）,類(lèi)似的表達(dá)法還有：,to be indebted to … for your name and addressto come to know the name and address of your firm throughthrough the courtesy of … we come to know

6、 your name and addressto have obtained your name and address from…to have noted your name and addressto be recommended to sb. by …on the recommendation of … We owe your name and address to the Chamber of Commerce in

7、 your city.,Language Points,the Commercial Counselor’s Office 商務(wù)參贊處,You are informed that the goods under your Order No.616 have been ready for shipment.,,得知貴公司行名和地址要感謝您瑞士駐北京大使館商務(wù)參贊處。,Practice,We owe your name and addre

8、ss to the Commercial Counsellor’s Office of the Swiss.,inform v. 通知,inform sb of sth. 通知某人某事inform sb. that 通知某人某事be informed that 茲通知,Practice,Please inform us of the name of steamer and date of shipment.,請(qǐng)告知船名

9、和裝運(yùn)期。,茲通知你方第616號(hào)訂單項(xiàng)下的貨物已備妥待運(yùn)。,Language Points,你們應(yīng)該充分利用圖書(shū)館的書(shū)籍。,We are in market for Groundnuts.,be in the market for 欲購(gòu)；想買(mǎi),一位日本客戶擬購(gòu)綠茶。,One of our clients in Japan is in the market for green tea.,我們想要購(gòu)買(mǎi)花生。,avail oneself

10、of v. 利用,借此機(jī)會(huì)對(duì)你方的密切合作表示感謝。,1)We avail ourselves of this opportunity to express our thanks for your close cooperation.,2)You should avail yourselves of the books in the library.,a state-operated corporation / a public-

11、owned corporationa private corporation 私有公司/ 企業(yè),類(lèi)似的表達(dá)方式：,a government-owned corporation（enterprise） 國(guó)有公司/企業(yè),in the hope of 希望 （后接動(dòng)名詞）,Language Points,handle v. 經(jīng)營(yíng)（某種或某類(lèi)商品）,類(lèi)似的表達(dá)法還有：,to trade in to deal in be i

12、n line,Language Points,We have been for many years in the chemical line.,Practice,我們是國(guó)營(yíng)公司，專(zhuān)門(mén)經(jīng)營(yíng)棉布的進(jìn)出口業(yè)務(wù)。,We are a state-operated company, handling exclusively the import and export of Cotton Piece Goods.,我們經(jīng)營(yíng)各種各樣的棉布。,We

13、trade in all kinds of cotton piece goods.,They are mainly dealing in fertilizers.,他們主要經(jīng)營(yíng)化肥。,我們從事化工產(chǎn)品這一行業(yè)已有多年。,Language Points,acquaint v. 熟悉；了解,to acquaint sb. with sth. 使某人了解某事be/get well acquainted with sth. 熟悉（了如

14、指掌）,Practice,We want to acquaint ourselves with the supply position of crude oil in your country.,我們想了解貴國(guó)的原油供應(yīng)情況。,We are well acquainted with the market condition in your neighboring countries.,我們對(duì)你們鄰國(guó)的市場(chǎng)情況了如指掌。,on the b

15、asis of equality, mutual benefit and exchange of needed goods,在平等互利、互通有無(wú)的基礎(chǔ)上,也可以這樣說(shuō)： on the basis of equality, mutual benefit and exchanging what one has for what one needs,我們對(duì)這些商品不熟悉。,We are not acquainted with these ar

16、ticles.,Language Points,through mutual efforts 通過(guò)共同努力,by joint efforts 通過(guò)共同努力,Language Points,我們總是在平等互利的基礎(chǔ)上同全球商人做生意。,Look forward ph.,期待你方早日答復(fù)。,We look forward to receiving your early reply.,We look forward to your

17、early reply.,,trade v. n.,to trade in sth .to trade with sb.,Practice,We trade in the import and export of textiles.,我們從事紡織品的進(jìn)出口業(yè)務(wù)。,We trade with merchants all over the world on the basis of equality and mutual benefi

18、t.,Chinese version of the letter,敬啟者： 得知貴公司行名和地址我們要感激英國(guó)駐北京大使館商務(wù)參贊處，他們告知我們你公司擬購(gòu)買(mǎi)牛仔褲。 借此機(jī)會(huì)致信你方寄希望與貴公司建立業(yè)務(wù)關(guān)系。 我公司是國(guó)營(yíng)公司，從事服裝的進(jìn)出口業(yè)務(wù)。為使你們對(duì)我們的業(yè)務(wù)范圍有所了解，隨函附上目前有關(guān)你方所詢購(gòu)商品的我方出口價(jià)格表一份。 我們的貿(mào)易政策是在平等互利互通有無(wú)

19、的基礎(chǔ)上同各國(guó)做生意。希望通過(guò)共同努力，既促進(jìn)貿(mào)易又增進(jìn)友誼。 期待早日收到你方的詢盤(pán)。 謹(jǐn)上，,Writing Steps,where you get the information about the person or company to whom you are writing the letter;your intention for expo

20、rt or import;a brief introduction to your business scope, experience and products ;the reference as to your firm’s credit standing;expectation for cooperation and an early reply.,A letter aiming at establishing busin

21、ess relations usually consists of following steps:,Self-introduction letter-writing,state the reasons of your letterstate your purpose of your lettermake a brief self-introductiongive the recipient an incentive to rep

22、ly,LLetter 2 Transferring business relations,Language Points,address v 寫(xiě)信給；接介詞to,Head Office 總店,pass on v . ph. 轉(zhuǎn)交,This letter is addressed to the President Dai of Dalian Vocational & Technical College.,此信是寫(xiě)

23、給大連職業(yè)技術(shù)學(xué)院戴院長(zhǎng)的。,Dalian Branch Office 大連分公司,也可以說(shuō)：Dalian Branch / Dalian Office 總公司、總部,類(lèi)似的表達(dá)法：forward，transmit,你方對(duì)包裝的建議已轉(zhuǎn)交我方制造商參考。,Your letter of March 5 addressed to our Dalian Office has been passed on to us for attenti

24、on and reply.,你方三月五日寫(xiě)給我大連分公司的信已轉(zhuǎn)交我們辦理答復(fù)。,Your comments on packing have been passed on to our manufacturers for their reference.,Language Points,for attention and reply 研究答復(fù)；辦理答復(fù),Language Points,,希望你方能對(duì)此信予以迅速辦理。,attenti

25、on n. 注意；辦理,Your application will have attention.,你的申請(qǐng)會(huì)得到考慮。,We can assure you that your orders will receive our immediate and careful attention.,對(duì)你方所有的訂單將予以及時(shí)認(rèn)真辦理。,We hope you will give this letter prompt attention.,

26、fall within the scope of one’s business activitieslie within the scope of one’s business activities,come under the range of one’s business activities 屬于某人經(jīng)營(yíng)范圍,the captioned goods / 標(biāo)題項(xiàng)下的貨物the subject goods / 標(biāo)題項(xiàng)下的貨物

27、,captioned adj. 標(biāo)題的,Language Points,Language Points,regret v. n. 抱歉；遺憾,regret作動(dòng)詞用時(shí)，后接名詞、動(dòng)名詞、不定式或that 從句,Practice,We very much regret that we are unable to supply what you require so far.,抱歉目前我方不能供應(yīng)你所要求的貨物。,We regret

28、 being unable to make you offers for this article.,我們無(wú)法給你方這種貨物的報(bào)盤(pán)，甚歉。,We regret that the business has fallen through.,十分抱歉，沒(méi)能做成這筆買(mǎi)賣(mài)。,Much to our regret，we cannot entertain your counteroffer.,非常遺憾，我方不能考慮接受你方的還盤(pán)。,We note w

29、ith regret that your buyers are not interested in our offer.,遺憾得知你們的客戶對(duì)我方報(bào)盤(pán)沒(méi)有興趣。,Language Points,represent v 代理；代表,representative n.representation n.,Language Points,近來(lái)我公司在東南亞地區(qū)的代理空缺，可任命你來(lái)?yè)?dān)當(dāng)此任。,抱歉地通知你方，在這一行業(yè)我們現(xiàn)在已有了全

30、權(quán)代表。,We are sorry to inform you that we are fully represented at this time.,We are very happy to appoint you as our representative and look forward to a mutually beneficial association,我們高興地任命你為我方的業(yè)務(wù)代表并期待彼此互利的貿(mào)易關(guān)系。,Our r

31、epresentation in Southeast Asia has become vacant recently. We could appoint you for this position.,Practice,Language Points,line n. 行業(yè),Our line is porcelain.,We have been for many years in the textile line.,我們經(jīng)營(yíng)瓷器。,這是

32、自行車(chē)中較好的一種。,我公司經(jīng)營(yíng)紡織品已有多年了。,This is a good line of bicycles.,強(qiáng)調(diào)能做某事的關(guān)鍵因素是所處的地位，在其“位”謀其“政”而不是靠主觀努力所能達(dá)到的,因此不能接條件從句。,We are not in a position to accept your duplicate order as the goods you required are out of stock.,我們無(wú)法接受你方

33、重復(fù)訂單，因?yàn)槟闼蟮呢浳镆褯](méi)有庫(kù)存。,be in a position to do sth 能夠做某事,Language Points,recommend v 推薦；建議,Language Points,recommendation n.介紹；推薦,Your firm has been recommended to us by the Chamber of Commerce in Tokyo, Japan.,日本東京商會(huì)把貴公

34、司推薦給我們。,They recommend that we try the European market.,We recommend concentration of offers.,我們建議集中報(bào)盤(pán)。,We recommend them to make offers concentrically.,我們建議他們集中報(bào)盤(pán)。,他們建議我們?cè)囈幌職W洲市場(chǎng)。,Practice,Language Points,approach v. 接

35、洽， 聯(lián)系；臨近,approach sb. for sth為某事與某人接洽，聯(lián)系,他們已就水污染一事多次與那家工廠聯(lián)系。,由于生產(chǎn)接近尾聲，請(qǐng)盡快傳真與我們聯(lián)系。,They have approached that factory several times for water pollution.,As the manufacture is approaching completion, you are requested to f

36、ax us without any delay.,銷(xiāo)售季節(jié)日益臨近，許多客戶與我方接洽索要報(bào)盤(pán)。,隨著春天的臨近，越來(lái)越多的人開(kāi)始對(duì)襯衫感興趣。,With the approach of spring, more and more people are becoming interested in shirts.,The selling season is approaching, many clients approach us

37、for offers.,Language Points,interested adj. 感興趣的,to be interested in sth：對(duì)…感興趣be of interest to sb：（某物）使某人感興趣,Language Points,The new type of computer is of great interest to our students.,Our students are very interes

38、ted in the new type of computers.,我們的學(xué)生對(duì)新型計(jì)算機(jī)很感興趣。,We are interested in importing your new type of bicycles.,當(dāng)客戶表示對(duì)你的商品感興趣時(shí)，那就意味著客戶具有了“買(mǎi)意”，請(qǐng)一定抓住機(jī)遇，促成交易的達(dá)成。,Special Notice,Language Points,should 引導(dǎo)的條件從句，相當(dāng)于 if但比 if要客氣委婉，常

39、用于商務(wù)英語(yǔ),Should your price be found competitive and delivery date acceptable, we intend to place a large order with you.,倘若你方價(jià)格具有競(jìng)爭(zhēng)性而且交貨期可接受的話，我們有意向你方大量訂購(gòu)。,Should the amount exceed that figure, L/C will be required.,倘若金額超過(guò)

40、此數(shù)字，則要求用信用證支付。,Practice,How to transfer business relations？,identifying the reference( the reason of the letter)transferring trade relations (states the specific address)ending your letter,Analyzing the Letter,Paragrap

41、h One: the opening sentence of this letter (the reason)Paragraph Two: transferring business relationsParagraph Three: the closing sentence of this letterComments: In the letter，the writer states the reason why the tr

42、ansaction cannot be concluded directly and refers the recipient to the writer’s representative in U.S.A.,Chinese version of the letter,敬啟者： 你方3月5日致我大連分公司的函已轉(zhuǎn)交我公司辦理答復(fù)，因?yàn)闃?biāo)題項(xiàng)下的貨物屬于我們的經(jīng)營(yíng)范圍。 然而我們非常遺憾地通知你方這一具體業(yè)務(wù)已委托美

43、國(guó)洛杉磯18號(hào)大街的……公司代理。所以我們不能向你們供應(yīng)該商品但愿意建議你方與他們直接接洽以滿足你們所需。 如對(duì)其它任何產(chǎn)品感興趣，請(qǐng)告知。我們將十分樂(lè)意報(bào)盤(pán)。 謹(jǐn)上，,,Letter 3 Requesting for establishment of business relations,1.recommend v 推薦；建議,Language Points,They recommend

44、 that we try the European market.,recommendation n.介紹；推薦,Your firm has been recommended to us by the Chamber Commerce in Tokyo, Japan.,日本東京商會(huì)把貴公司推薦給我們。,我們建議集中報(bào)盤(pán)。,We recommend concentration of offers.,他們建議我們?cè)囈幌職W洲市場(chǎng)。,Lang

45、uage Points,2. the largest importers 最大的進(jìn)口商,the leading importers 最大的進(jìn)口商,3. accept v. 接受； acceptance n. 接受 acceptable adj.可接受的 unacceptable adj.不能接受的,你方的提議對(duì)我們來(lái)說(shuō)是可以接受的。,Language Points,In view of the small amount

46、of this transaction, we are prepared to accept payment by D/P at sight for the value of the goods shipped.,鑒于此筆交易的金額較小，我們準(zhǔn)備接受以即期的付款交單向你方收取貨款。,Your proposal is quite acceptable to us.,Language Points,4. client n.客戶，一般情況下

47、指證券、保險(xiǎn)、法律事務(wù)所方面的委托人；貿(mào)易上指交易中的大宗買(mǎi)賣(mài)的生意人，常用于函電。而customer是指一般經(jīng)常購(gòu)物的老主顧，不論經(jīng)常與偶然，業(yè)務(wù)多與少。,5. favor v. 賜予；給予；（后接介詞 with），相當(dāng)于口語(yǔ)中g(shù)ive但要比give更委婉客氣，這也是商務(wù)英語(yǔ)的特點(diǎn),Language Points,6. requirement n 要求；需要；specific requirements 具體的要求detailed

48、 requirements 詳細(xì)的要求to meet one’s requirements 滿足某人的要求to meet one’s need 滿足某人的需求We can meet your requirements for 3 tons of walnutmeat.我們能滿足你方所需要的三噸核桃仁。,Language Points,7. be in a position to do sth 能夠做某事（強(qiáng)調(diào)能做某事的關(guān)鍵

49、因素是所處的地位，在其“位”謀其“政”而不是靠主觀努力所能達(dá)到的,因此不能接條件從句。）We are not in a position to accept your duplicate order as the goods you required are out of stock.我們無(wú)法接受你方重復(fù)訂單，因?yàn)槟闼蟮呢浳镆褯](méi)有庫(kù)存。,8.competitive prices 競(jìng)爭(zhēng)性的價(jià)格,Language Points,9.

50、custom n. 習(xí)慣；慣例 customary a. 通常的；慣例的；習(xí)慣的It is our custom to trade on the basis of L/C.在信用證的基礎(chǔ)上做生意是我們的慣例。As we must adhere to our customary practice, we sincerely hope that you will not think us unaccommodating.由于必須堅(jiān)

51、持我們的習(xí)慣做法，希望你們不要認(rèn)為我們是不肯通融的。,Language Points,10. basis n 基礎(chǔ) on the basis of 在…基礎(chǔ)上The price we quoted is quite realistic as our price is on the basis of international market.我方所報(bào)價(jià)格是很實(shí)際的，因?yàn)榇藘r(jià)是以國(guó)際市場(chǎng)價(jià)格為基礎(chǔ)。,11.an irrevocable

52、 letter of credit不可撤銷(xiāo)的信用證,12.should 引導(dǎo)的條件從句，相當(dāng)于 if但比 if要客氣委婉，常用于商務(wù)英語(yǔ)Should your price be found competitive and delivery date acceptable, we intend to place a large order with you.倘若你方價(jià)格具有競(jìng)爭(zhēng)性而且交貨期可接受的話，我們有意向你方大量訂購(gòu)。,Chin

53、ese version of the letter,執(zhí)事先生：貴市商會(huì)以最大的各種各樣款式規(guī)格童裝進(jìn)口商的身份將貴公司介紹給我們。所以，我們現(xiàn)寫(xiě)信給你方殷切期望與貴公司建立貿(mào)易關(guān)系。你們將了解到我們的上述產(chǎn)品已被海內(nèi)外的客戶所接受達(dá)20多年之久，并享有良好的聲譽(yù)。由于我們的產(chǎn)品質(zhì)量?jī)?yōu)異，可以說(shuō)如果你方能將具體需求告知我們，我方就能以具有競(jìng)爭(zhēng)性的價(jià)格向你方提供一等產(chǎn)品。關(guān)于支付條件，我們做生意的慣例是以不可撤銷(xiāo)的信用證為基礎(chǔ)。謹(jǐn)上

54、，,Letter 4 The first touch,1. as per: prep. according to 按照，根據(jù)，如…所示,Please make shipping arrangements as per our order sheet.,請(qǐng)按照我方定單來(lái)安排裝運(yùn)事宜。,Will you please pack those machines as per our packing instructions?,能否按照我方

55、包裝指示包裝這些機(jī)器？,Language Points,2. inquiry n. 詢問(wèn)，詢價(jià)，調(diào)查,make an inquiry to sb 向某人詢問(wèn)make an inquiry about sth 詢問(wèn)某種商品的價(jià)格make an inquiry into sth 調(diào)查某事inquiry-office 問(wèn)事處inquiry-desk 詢問(wèn)臺(tái)，問(wèn)事處Inquiry Note = Inquiry Sheet

56、 詢價(jià)單,Language Points,隨函附上小冊(cè)子一本，向你方詳細(xì)介紹我們所能提供的多種服務(wù)項(xiàng)目。,3. attach: v. 隨…附上，封入,表示附在某封信內(nèi)時(shí)，用介詞to或hereto,he brochure attached will give you details of the varied service we can render.,你方男式皮鞋的報(bào)價(jià)太高難以接受。,Language Points,4. qu

57、otation: n. 報(bào)價(jià),make (send,give,cable,fax)sb a quotation for sth,向某人就某種商品報(bào)價(jià)用介詞for：,Please make us your lowest quotation for Men’s Shirts.,請(qǐng)向我方報(bào)男式襯衫的最低價(jià)。,買(mǎi)方提及賣(mài)方報(bào)價(jià)時(shí)用介詞of：,Your quotation of Men’s Leather Shoes is too high to

58、 be acceptable.,Language Points,5. keenest: n 渴望的；熱切的；激烈的；低廉的；,keenest price = lowest price 最低價(jià)格，克己價(jià)格,在商業(yè)英語(yǔ)中，買(mǎi)方一般不用lowest price 來(lái)形容賣(mài)方的產(chǎn)品，因?yàn)閘owest price有貶低對(duì)方產(chǎn)品質(zhì)量的嫌疑。,await with keen interest 殷切地期待 with a keen de

59、sire to do sth 急切地要做某事,One of the clients from Kuwait is keen to purchase Chinese goods.,一位科威特客戶渴望購(gòu)買(mǎi)中國(guó)貨。,殷切期待你方早日答復(fù)。,We are looking forward to your early reply with keen interest.,他們很想買(mǎi)一批樣貨試銷(xiāo)。,They are rather keen

60、on trying out a sample shipment .,Language Points,Chinese version of the letter,執(zhí)事先生： 作為本市工藝品最大的進(jìn)口商，我公司非常高興與貴公司建立貿(mào)易關(guān)系。 目前，我們對(duì)你方的產(chǎn)品感興趣，詳細(xì)情況如隨函第618號(hào)詢價(jià)單所示，如能早日收到你方最低報(bào)價(jià)將十分有幸。謹(jǐn)呈，,Letter 5 Credit inquiry,Lan

61、guage Points,1. reference N. 咨詢；查詢；參考; 資信證明人,refer sb to使某人向…請(qǐng)教；使某人向…查詢（詢問(wèn)）,As to our credit standing, you may refer to the Bank of China.,關(guān)于我方的資信狀況，請(qǐng)向中國(guó)銀行查詢。,You may refer to the Bank of China for today’s exchange rat

62、e.,你可向中國(guó)銀行咨詢今日匯率情況。,refer V.咨詢；查詢；參考 （后接介詞to）,Language Points,Practice,We shall be obliged if you would furnish us with your opinion on the financial status and reliability of the above company.,如能對(duì)上述公司的財(cái)務(wù)狀況和可靠性提出你方的意見(jiàn)

63、，將不勝感激。,The ABC International Trade Co. Ltd., with whom we have had considerable transactions for the past ten years, would provide you with any information relative to our credit standing.,ABC國(guó)際貿(mào)易有限公司在過(guò)去的十年中曾與我公司做過(guò)大量交易

64、，他們會(huì)向你方提供有關(guān)我們資信狀況的任何信息。,我們談一談你方12月6日的來(lái)信。,We refer to your letter of December 6.,請(qǐng)參閱近日往來(lái)傳真并高興地確認(rèn)與你方達(dá)成了五百公噸苦杏仁的交易。,We wish to refer you to the recent exchange of faxes and are pleased to confirm having concluded with you a

65、 transaction of 500 m/ts of Bitter Apricot Kernels.,2. credit N. 信用，賒購(gòu)；貸款；,Your credit will be injured if you don’t pay your debt in time.,Language Points,你若不及時(shí)還債務(wù)，你的信用將受損。,Language Points,trade reputation 貿(mào)易聲譽(yù)financi

66、ng status 財(cái)務(wù)狀況financial position信用地位,這是因?yàn)閲?guó)際貿(mào)易伙伴之間遠(yuǎn)隔千山萬(wàn)水，如果交易雙方不能做到知己知彼，就很可能上當(dāng)受騙，給國(guó)家?guī)?lái)不可挽回的經(jīng)濟(jì)損失。某種程度上說(shuō)，資信狀況調(diào)查是選擇貿(mào)易對(duì)象的前奏，調(diào)查的渠道主要是通過(guò)銀行。,Credit Inquiry,3. credit standing 信用地位,貴公司與該公司業(yè)務(wù)往來(lái)有多久？貴公司給該公司的信貸額有多大? 該公司還賬是否及時(shí)？

67、目前該公司欠賬有多少？,Contents of Credit Inquiry,Language Points,How long have you been in business relations with the firm?What credit limit have you placed on their account?How promptly are terms met?What amount is currently

68、outstanding?,Language Points,4. confidential adj. 秘密的，機(jī)密的,Your reply will, of course, be kept strictly confidential .,當(dāng)然，你方的答復(fù)將嚴(yán)守秘密。,Chinese version of the letter,執(zhí)事先生： 我方收到新西蘭ABC工程公司價(jià)值300 000美元的訂單，該公司告知貴公司的名稱