EstablishmentofBusinessRelationsEstablishmentofBusinessRelationsI.TeachingContents:HowtoestablishbusinessrelationsinwritingII.Teachingobjectives:IdentifytheletterlayoutandwritingstyleComprehendhowthewritingstrategiesachievetheeffectsGrasptheusefulexpressionsusedinthelettersLearntowritealetterofestablishingbusinessrelationscorrectlyandappropriately

EstablishmentofBusinessRelationsIII.TeachingDifficulties:SpecialstructuresandexpressionsWritingdevicesandtipsIV.Teachingperiodneeded:2lessonsV.Teachingprocedures:EstablishmentofBusinessRelationsI.IntroductiontoForeignTradeNegotiation1.ThefourstepsinvolvedinthebusinessnegotiationEnquiry—Offer—Counter-Offer—Acceptance2.SequenceofbusinessnegotiationEstablishmentofBusinessRelationsBuyerSellerenquiry(Arequestfortradeterms)offer(Statementabouttradeterms)counter-offer(Afteranalyzingtheoffer)counter-counteroffers(Afteranalyzingthecounter-offer)acceptanceEstablishmentofBusinessRelationsII.Leadin

Establishingbusinessrelationsisthefirststepindealingwithanddevelopingmutualtrade.Thebusinessgrowthandbroadeningdependsontheestablishmentofbusinessrelations.Toestablishbusinessrelationswithprospectivedealersisoneofthevitallyimportantmeasureseitherforanewlyestablishedfirmoranoldonethatwishestoenlargeitsbusinessscopeandturnover.Toestablishbusinessrelationsistoknowaboutyourclientsincluding:Financialcredits,businesslinesandcapacities,andtheintentionoftradecontracts.Ininternationaltrade,onemayestablishbusinessrelationswithothercountriesorfirmsandcompaniesthroughthefollowingchannels:EstablishmentofBusinessRelationsBanksChamberofCommerce商會TradeDirectory商業(yè)目錄CommercialCounselor’sOffice商務(wù)參贊處CommercialOfficeofaForeignEmbassy中國駐國外商務(wù)辦事處AdvertisementsExhibitionsandTradeFairsMarketSurveyRecommendationbyaBusinessfriendandaclientOthersourcesEstablishmentofBusinessRelations從事進出口貿(mào)易的過程中，與新客戶建立業(yè)務(wù)關(guān)系(EstablishingBusinessRelations)基本是非常重要的一步?！疦ocustomer,nobusiness’.任何一家外貿(mào)企業(yè)都必須通過建立廣泛的業(yè)務(wù)關(guān)系去搜索新的客戶，鞏固現(xiàn)有的客戶關(guān)系，拓展新市場和進入新的業(yè)務(wù)領(lǐng)域。一般情況下，兩家來自不同國家的公司在直接聯(lián)系之前，需要一個middleman（中間人）為它們‘牽針引線’，并提供必要的信息。充當middleman的通常有：

1)Banks（銀行）;2)ChamberofCommerce（商會）;3)CommercialCounselor'sOffice（商務(wù)參贊處）;4)AdsinNewspapersorperiodicals（報紙或期刊上的廣告）;5)Contactsatexhibition（展覽會上的接觸）;6)Recommendationsbyothers（其他機構(gòu)的推薦）.

EstablishmentofBusinessRelations＊尋找客戶國際貿(mào)易中，企業(yè)尋找客戶關(guān)系的渠道方法很多，歸納起來大體有以下三種類型：

1.他人介紹：即企業(yè)通過委托我駐外使領(lǐng)館的商務(wù)參贊、代辦處或國外駐華使領(lǐng)館的商務(wù)參贊、代辦處，國內(nèi)外各種商會、銀行及與我有業(yè)務(wù)關(guān)系的企業(yè)介紹尋找客戶。

2.媒體尋找：即企業(yè)利用各國商會、工商團體、國內(nèi)外出版的企業(yè)名錄及國內(nèi)外報刊、雜志上的廣告以及計算機數(shù)據(jù)庫中提供的客戶信息、資料查找客戶。

3.主動出擊：即通過在國內(nèi)外參加或舉辦各種交易會、展覽會的方式找到客＊建立業(yè)務(wù)關(guān)系企業(yè)通過各種渠道找到國外客戶后，須先對客戶資信情況進行調(diào)查，然后考慮選擇客戶與之建立業(yè)務(wù)聯(lián)系。選擇客戶時企業(yè)必須對客戶的資金、信譽、經(jīng)營商品的品種及地區(qū)范圍、從業(yè)人員的人數(shù)、技術(shù)水平及擁有的業(yè)務(wù)設(shè)施、經(jīng)營管理水平、提供售后服務(wù)和市場情報的能力等進行綜合分析排隊，選擇經(jīng)營作風(fēng)好、有經(jīng)營能力、對我態(tài)度友好的客戶作為我們的基本客戶并與之建立業(yè)務(wù)聯(lián)系。國際貿(mào)易中，買賣雙方業(yè)務(wù)關(guān)系的建立，往往是由交易一方通過主動向?qū)Ψ綄懶?、發(fā)傳真或E-MAIL形式進行。一筆具體的交易往往始于出口商主動向潛在客戶發(fā)函建立業(yè)務(wù)關(guān)系。

EstablishmentofBusinessRelations就標準規(guī)范的層次而言，建立業(yè)務(wù)關(guān)系的信函一般應(yīng)包括如下內(nèi)容：1．信息來源。Thesourceofinformation(howyoulearnedofthiscompany;即如何取得對方的資料，像通過他人介紹、網(wǎng)上信息等。如：

WelearnedfromtheCommercialCounselor’sOfficeinyourcountrythatyouareinterestedinChinesehandicraft.WehaveobtainedyournameandaddressfromtheInternet.2．言明去函目的。stateyourintentionofestablishingbusinessrelations;像擴大交易或地區(qū)、建立長期業(yè)務(wù)關(guān)系等。如：

InordertoexpandourproductsintoSouthAmerica,wearewritingtoyoutoseekpossibilitiesofcooperation.Wearewritingtoyoutoestablishlong-termtraderelationswithyou.EstablishmentofBusinessRelations3．本公司情況。

Briefintroductiontoyourowncompany(linesofyourbusiness,little“advertising”onyourproductsorservice);包括公司性質(zhì)、業(yè)務(wù)范圍、宗旨、公司經(jīng)營優(yōu)勢等。如：

Wearealeadingcompanywithmanyyears’experienceinmachineryexportbusiness.Weenjoyagoodreputationinternationallyinthecircleoftextile.4．產(chǎn)品介紹。分兩種情況，一明確對方需求，此時宜選取某類特定產(chǎn)品，進行具體的推薦；二不明確對方需求，此時宜對企業(yè)產(chǎn)品整體情況（質(zhì)量標準、價格、銷路等）作籠統(tǒng)介紹（可能的情況下，附上商品目錄、報價單或另寄樣品供對方參考）。如：

Art.No.76isournewlylaunchedonewithsuperbquality,fashionabledesign,andcompetitiveprice.Togiveyouarough/generalideaofourproducts,weareairmailingyouunderseparatecoverourcatalogueforyourreference.

EstablishmentofBusinessRelations5．激勵性結(jié)尾。Expressingtheexpectationofcooperationandearlyreply即希望對方給予回應(yīng)或采取行動。（表達與對方合作和早日收到回復(fù)的愿望）如：

Yourcommentsonourproductsoranyinformationonyourmarketdemandwillbereallyappreciated.Wearelookingforwardtoyourspecificinquiries.SpecimenLetter1DearSirs,

We

oweyournameandaddresstotheCommercialCounsellor'sOfficeoftheBritishEmbassyinBeijing,whohaveinformedusthatyouare

inthemarketfor

jeans.

We

availourselvesofthisopportunitytowriteyou

inthehopeof

establishingofbusinessrelationswithyou.

Wearea

government-ownedcorporation,handling

boththeimportandexportofgarments.Inorderto

acquaint

youwithourbusinesslines,weencloseacopyofourExportList

covering

thegoodsyourequiredatpresent.

Itisourtradepolicythatto

trade

withmerchantsofvariouscountries

onthebasisofequality,mutualbenefitandexchangeofneededgoods.Wehopetopromote,

throughmutualefforts,bothtradeandfriendship.Welookforwardtoreceivingyourearlyinquiries.Faithfullyyours,SpecimenLetter1LanguagePoints1.Owe

v.應(yīng)該把…歸功于，（后接介詞to）p141).Heoweshissuccesstotheopen-policy.他把他的成功歸功于開放政策。2).tooweyournameandaddressto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…）類似的表達法還有：tobeindebtedto…foryournameandaddresstocometoknowthenameandaddressofyourfirmthroughthroughthecourtesyof…wecometoknowyournameandaddresstohaveobtainedyournameandaddressfrom…tohavenotedyournameandaddresstoberecommendedtosb.by…ontherecommendationof…SpecimenLetter12.beinthemarketfor

欲購；想買P12-131).OneofourclientsinJapanisinthemarketforgreentea.一位日本客戶擬購綠茶。2).我們想要購買花生。WeareinmarketforGroundnuts.3.availoneselfofv.利用P16-3p13-21).Weavailourselvesofthisopportunitytoexpressourthanksforyourclosecooperation.借此機會對你方的密切合作表示感謝2).Youshouldavailyourselvesofthebooksinthelibrary.你們應(yīng)該充分利用圖書館的書籍。4.inthehopeof

希望（后接動名詞）SpecimenLetter15.agovernment-ownedcorporation（enterprise）國有公司/企業(yè)P12-28privateenterprise私營企業(yè)foreign-ownedenterprise外資企業(yè)jointventureenterprise合資企業(yè)sino-foreignjointventure中外合資企業(yè)6.handlev.經(jīng)營（某種或某類商品）P9類似的表達法還有:totradeintodealinbeinlineSpecimenLetter1e.g.1).Weareastate-operatedcompany,handlingexclusivelytheimportandexportofCottonPieceGoods.我們是國營公司，專門經(jīng)營棉布的進出口業(yè)務(wù)。2).Wetradeinallkindsofcottonpiecegoods.我們經(jīng)營各種各樣的棉布。3).Theyaremainlydealinginfertilizers.他們主要經(jīng)營化肥4).Wehavebeenformanyyearsinthechemicalline.我們從事化工產(chǎn)品這一行業(yè)已有多年。SpecimenLetter17.acquaintv.熟悉；了解P12-6toacquaintsb.withsth.使某人了解某事be/getwellacquaintedwithsth.熟悉（了如指掌）1).Wewanttoacquaintourselveswiththesupplypositionofcrudeoilinyourcountry.我們想了解貴國的原油供應(yīng)情況。2).Wearewellacquaintedwiththemarketconditioninyourneighboringcountries.我們對你們鄰國的市場情況了如指掌。SpecimenLetter18.onthebasisofequality,mutualbenefitandexchangeofneededgoodsP12-16在平等互利、互通有無的基礎(chǔ)上9.throughmutualefforts

通過共同努力byjointefforts通過共同努力10.tradev.n.totradeinsth.totradewithsb.SpecimenLetter1E.g.1).Wetradeintheimportandexportoftextiles.我們從事紡織品的進出口業(yè)務(wù)。2).Wetradewithmerchantsallovertheworldonthebasisofequalityandmutualbenefit.我們總是在平等互利的基礎(chǔ)上同全球商人做生意SpecimenLetter1AnalyzingtheletterParagraphOne:identifyingthereference.ParagraphTwo:expressingthemainpurposeoftheletter.ParagraphThree:makingaself-introductionParagraphFour:explainingthetradepolicyinbrief.ParagraphFive:givingtherecipientanincentivetoreplySpecimenLetter1WritingStepsAletteraimingatestablishingbusinessrelationsusuallyconsistsoffollowingsteps:1).whereyougettheinformationaboutthepersonorcompanytowhomyouarewritingtheletter;2).yourintentionforexportorimport;3).abriefintroductiontoyourbusinessscope,experienceandproducts;4).thereferenceastoyourfirm’screditstanding;5).expectationforcooperationandanearlyreply.EstablishmentofBusinessRelationsIII.FocusonSelf-introductionletter-writingstatethereasonsofyourletterstateyourpurposeofyourlettermakeabriefself-introductiongivetherecipientanincentivetoreplySpecimenLetter2DearSirs,YourletterofMarch5addressed

toourDalian

Branch

Officehasbeen

passedon

tous

forattentionandreply,asthe

captionedgoodscomewithintherangeofourbusinessactivities.

Weregrettoinformyou,however,thatthisparticular

line

hasalreadybeenagentforMessrs.Lee&Co.,18BroadStreet,LosAngeles,U.S.A..Therefore,wearenot

inapositionto

offeryoubutwouldratherrecommendthatyou

approach

themforyourrequirementsdirect.

Should

anyotheritemsbeofinteresttoyou,pleaseletusknowandweshallbepleasedtomakeyouoffers.Yoursfaithfully,SpecimenLetter2LanguagePoints1.addressv.寫信給；接介詞to

~sth(tosb/sth)writeon(aletter,parcel,etc)thenameandaddressoftheperson,firm,etcthatitistobedeliveredto（在信件﹑包裹等上）寫收件人或公司等的名字及地址:ThisletterisaddressedtothePresidentDaiof……College.

此信是寫給……學(xué)院戴院長的。2.Branchn.oneoftheofficesorgroupsthatformpartofalargebusinessorganization（屬於某大公司或機構(gòu)的）地方辦事處或分店:Thebankhasbranchesinallpartsofthecountry.該銀行在全國各地設(shè)有分行。SpecimenLetter23.

passonv.轉(zhuǎn)交4.forattentionandreply

研究答復(fù)；辦理答復(fù)e.g.YourletterofMarch5addressedtoourDalianOfficehasbeenpassedontousforattentionandreply.

你方三月五日寫給我大連分公司的信已轉(zhuǎn)交我們辦理答復(fù)。SpecimenLetter25.captionedadj.標題的thecaptionedgoods/標題項下的貨物thesubjectgoods/標題項下的貨物e.g.P53-546.

comewithintherangeofone’sbusinessactivities

屬于某人經(jīng)營范圍P15fallwithinthescopeofone’sbusinessactivitiesliewithinthescopeofone’sbusinessactivitiesSpecimenLetter27.linen.行業(yè)1).Ourlineisporcelain.我們經(jīng)營瓷器。2).Thisisagoodlineofbicycles.這是自行車中較好的一種。8.beinapositiontodosth

能夠做某事P-15強調(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到的,因此不能接條件從句。Wearenotinapositiontoacceptyourduplicateorderasthegoodsyourequiredareoutofstock.我們無法接受你方重復(fù)訂單，因為你所要求的貨物已沒有庫存。SpecimenLetter29.approachv.tospeak,writeorvisitsomeoneinordertodosomethingsuchasmakearequestorbusinessagreementapproachsb.forsth為某事與某人接洽，聯(lián)系e.g.We‘vejustapproachedthebankfor/aboutaloan.

我們正與銀行接洽貸款的事宜SpecimenLetter210.should

引導(dǎo)的條件從句，相當于if但比if要客氣委婉，常用于商務(wù)英語e.g.Shouldyourpricebefoundcompetitiveanddeliverydateacceptable,weintendtoplacealargeorderwithyou.倘若你方價格具有競爭性而且交貨期可接受的話，我們有意向你方大量訂購。SpecimenLetter2

AnalyzingtheLetterParagraphOne:theopeningsentenceofthisletter(thereason)ParagraphTwo:transferringbusinessrelationsParagraphThree:theclosingsentenceofthisletterSpecimenLetter3Gentlemen:BeingoneofthelargestimportersofChineseArts&Craftsinthiscityandshallbepleasedtoestablishbusinessrelationswithyou.Atpresent,weareinterestedinyourproducts,detailsasperourInquiryNoteNo.618attached,andshallbegladtoreceiveyourkeenestquotationassoonaspossible.

Yourstruly,

SpecimenLetter3LanguagePointsKeenest

低廉的keenestprice=lowestprice最低價格在商業(yè)英語中，買方一般不用lowestprice來形容賣方的產(chǎn)品，因為lowestprice有貶低對方產(chǎn)品質(zhì)量的嫌疑。

awaitwithkeeninterest殷切地期待

withakeendesiretodosth

急切地要做某事1).OneoftheclientsfromKuwaitiskeentopurchaseChinesegoods.一位科威特客戶渴望購買中國貨。2).Theyareratherkeenontryingoutasampleshipment.他們很想買一批樣貨試銷。3).Wearelookingforwardtoyourearlyreplywithkeeninterest.殷切期待你方早日答復(fù)。SpecimenLetter3AnalyzingtheLetterParagraphOne:identifyingthereferenceParagraphTwo:explainingthewriter’scurrentinterestandrequiringforkeenestquotation.Comments:本信簡明扼要，語言清晰而不失禮貌。不足之處在于：作為初次寫信，缺少了交代“信息來源”這個環(huán)節(jié)，因此很容易引起收信人的無端猜測，造成不必要的誤會。SpecimenLetter3DearSirs,Weareexportersoflong-standing

andhighreputation,tradedinallkindsofChinesegoods,especiallyofelectronicandHi-fiProducts.Wedesireto

expandtheamountofbusinesswedowithyou,andwouldbemostgratefulifyoucouldprovideuswithalistofreliablebusinessfirmsinyourareawhichmightbeinterestedinourproducts.Weareconfident

thatwithourexperienceinthislineformorethan15years,wecangiveourcustomerscompletesatisfaction.Weareenclosing

acopyofourcurrentcatalogueandpricelistforyourreference.Yourassistancewillbegreatlyappreciated,andwelookforwardtoyourearlyreply.Faithfullyyours,SpecimenLetter3

LanguagePoints1.long-standing:

好名譽；名望高的；地位高的2.Hi-fi:Highfidelity

n;adj

（收音錄音設(shè)備等）高保真度（的）3.expandv.makeorbecomelarger擴大；擴展e.g.Ourforeigntradehasexpandedduringrecentyears.我們的對外貿(mào)易近年來已獲擴展SpecimenLetter34.satisfactionn.滿意；滿足

givesb(complete,entire)satisfaction使某人完全滿意

tosb’ssatisfaction使人滿意

tothesatisfactionofsb使人滿意e.g.Wetrusttheshipmentwillopenuptoyoursatisfaction.

我們相信貨物將使你方滿意。

Wehavealreadytakenstepstoimproveourpackingandareconfidentthatourfutureshipmentswillgiveyouentiresatisfaction.

我們已經(jīng)采取措施改進包裝，相信將來裝運之貨可使你方完全滿意SpecimenLetter35.enclosev.隨函附上，后接介詞with（herewith）或ine.g.Weencloseacopyofourlatestcatalogueforyourreference.隨函附上我方最新的目錄冊以供你方參考。

enclosed作表語時，常倒裝置于句首：e.g.Enclosedistheduplicationofourcountersignedsalescontract.隨函附上業(yè)經(jīng)我方會簽的銷售合同。

enclosed作賓語補語時，也倒裝置于句首或置于謂語動詞后e.g.Enclosedpleasefindacopyofourpricelist.隨函附上我方的價格表一份，請查收。SpecimenLetter3AnalyzingtheLetterParagraphOne:identifyingthereferenceParagraphTwo:statingthepurposeofthisletterParagraphThree:sendingtheenclosureforreferenceParagraphFour:theclosingsentenceofthisletterSpecimenLetter3執(zhí)事先生：我們是信譽卓著的出口商，經(jīng)營各種各樣的中國產(chǎn)品，尤其是電器和高保真產(chǎn)品。我們渴望能與貴公司擴大交易。你方若能為我們提供一份你處對我上述產(chǎn)品感興趣的商家的名單，我們將感激不盡。我們深信擁有著15年經(jīng)營此行業(yè)經(jīng)驗的本公司一定能使客戶達到完全滿意。隨函附上最新的目錄冊和價格表各一份以供你方參考。對你方提供的幫助將不勝感激并期盼早日收到你方的答復(fù)。謹呈，EstablishmentofBusinessRelationsIV.UsefulsentencesusedinletterofestablishingBR

1)Wearewillingtoenterintobusinessrelationswithyourfirmonthebasisofequality,mutualbenefitandexchangingwhatonehasforwhatoneneeds.

我們愿在平等互利、互通有無的基礎(chǔ)上與貴公司建立業(yè)務(wù)聯(lián)系。

2)Wewishtointroduceourselvestoyouasastate-operatedcorporationdealingexclusivelyinlightindustrialgoods.

我們是專營輕工產(chǎn)品的國營公司。EstablishmentofBusinessRelations3).We’vecometoknowyournameandaddressfromtheCommercialCounselor’sOfficeoftheChineseEmbassyinLondon.

我們從中國駐倫敦大使館的商務(wù)參贊處得知你們的名字和地址。4).BythecourtesyofMr.Black,wearegiventounderstandthenameandaddressofyourfirm.

承蒙布萊克先生的介紹，我們得知貴公司的名稱和地址。

EstablishmentofBusinessRelations5).Wearewillingtoenterintobusinessrelationswithyourfirm.

我們愿意與貴公司建立業(yè)務(wù)關(guān)系。

6).Yourfirmhasbeenintroduced(recommended,passedon)tousbyMapleCompany.楓葉公司向我方介紹了貴公司。EstablishmentofBusinessRelations7).Ourmutualunderstandingandcooperationwillcertainlyresultinimportantbusiness.

我們之間的相互了解與合作必將促成今后重要的生意。8).Weexpressourdesiretoestablishbusinessrelationswithyourfirm.

我們愿和貴公司建立業(yè)務(wù)關(guān)系。9).Weshallbegladtoenterintobusinessrelationswithyou.

我們很樂意同貴公司建立業(yè)務(wù)關(guān)系。EstablishmentofBusinessRelations10).Wenowavailourselvesofthisopportunitytowritetoyouwithaviewtoenteringintobusinessrelationswithyou.

現(xiàn)在我們借此機會致函貴公司，希望和貴公司建立業(yè)務(wù)關(guān)系。

11).Wearenowwritingyouforthepurposeofestablishingbusinessrelationswithyou.

我們特此致函是想與貴方建立業(yè)務(wù)關(guān)系。EstablishmentofBusinessRelations12).Inordertoacquaintyouwiththetextileswehandle,wetakepleasureinsendingyoubyairourlatestcatalogueforyourperusal.

為了使貴方對我方經(jīng)營的紡織品有所了解，特航寄我方最新目錄,供細閱。13).WespecializeintheexportofJapaneseLightIndustrialProductsandwouldliketotradewithyouinthisline.

鑒于我方專營日本輕工業(yè)產(chǎn)品出口業(yè)務(wù)，我方愿與貴方在這方面開展貿(mào)易。EstablishmentofBusinessRelations14).Ourlinesaremainlyartsandcrafts.

我們經(jīng)營的商品主要是工藝品。15).Wehavebeeninthislineofbusinessformorethantwentyyears.

我們經(jīng)營這類商品已有二十多年的歷史了。16).Ourcompanyhasbeeninthislineofbusinessformanyyearsandenjoyh