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1、商务英语函电Chapter2Chapter 2Establishment of Business Relations商务关系的建立YCF2.12.22.3目录CATALOG2.4Case1Case2Knowledge LinksCase3 如何“从无到有”，通过函电往来建立公司间的业务关系是本章的核心。虽然访问、参展等面对面的交流日益增加，但业务活动的正式展开仍通常以书信往来完成。本章中的范文及其工作场景围绕常用的渠道和方式，给出了清楚有效地介绍自己并取得对方回应的词句和方法。熟练掌握确认信息来源，介绍公司经营范围和优势，希望合作事项等几个关键内容的常用词汇、句型和表达方法。学习目标 了解建立
2、业务关系的常见途径，通过组织和使用有效的信息和表达，使收信人愿意积极回应。能力目标2.1Case 14085%65%Background（业务背景）“长荣箱具有限公司（Evergreen Luggage Co.,Limited）”是上海的一家箱包生产经营商，在美国拉斯维加斯（Las Vegas）的箱包展示会上，与“Four Seasons Merchandise Co.,Limited”初次接触。由于“Four Seasons”公司在美国中西部地区有着广泛的销售渠道，展示会后，“长荣”公司立即发函与“Four Seasons”公司就开展业务往来进行联系。2.1.1 Background&Tas
3、k2.1.1 Background&TaskSenders information：Senders name：Michael Wang（Manager of Sales Department）Company：长荣箱具有限公司（Evergreen Luggage Co.,Limited）Address：120 Nanjing Road,Shanghai,P.R.China 200082 Telephone：0086（21）86661350 Fax：0086（21）86661351 E-mail： Website： Business scope：various styles of luggage,
4、duffels,backpacks,tote bags Market：western and eastern coasts of the United StatesABCD WRecipients information：Name：Mr.Eugene Brigham（General Manager）Company：Four Seasons Merchandise Co.,Limited Address：2801 East Vernon Avenue，Vernon,CA 90058 USAABCD Market：mid-western area of the United States Tele
5、phone：001（323）8261199 Business scope：a wide range of consumer products,including luggage,bags and backpacks,towels.cups Fax：001（323）8261198Task（工作任务）“长荣”公司向“Four Seasons”公司发出信函并随信寄去带有参考报价的产品目录，希望尽快开展与“Four Seasons”公司的业务往来，以便利用“Four Seasons”公司的广泛销售渠道使产品进入美国中西部地区。请参考以下提示，构思相关业务活动及信函的内容。Key points：回顾展示
6、会上的洽谈 介绍己方的产品范围及其优势说明在销售地区拥有良好的信誉 随信寄出最新产品目录及参考价格 请收信人告知感兴趣的产品 提供自己的联系方式2.1.2 Specimen Letter2.1.2 Specimen Letter Evergreen Luggage Co.,Limited 120 Nanjing Road,Shanghai,P.R.China 200082Telephone：0086（21）86661350Fax：0086（21）86661351 Website： ate：November 10,2019Mr.Eugene Brigham（General Manager）Fou
7、r Seasons Merchandise Co.,Limited2801 East Vernon Avenue，Vernon,CA 90058 USARe：Catalogue of luggageDear Mr.Eugene Brigham，We are glad that we met you at the Luggage Show in Las Vegas last week.Through our discussion,we have learned that you deal in a wide range of consumer products in the mid-wester
8、n area of the United States.We are a China-based luggage manufacturer.Our product lines include various styles of luggage,backpacks and tote bags.Most of our products are sold to the eastern and western coasts of the United States.In last two years,our annual sales have been tripled as the demand ke
9、eps increasing greatly.We believe the mid-western area is the market with a large potential.You may find it favorable to sell our products through your market channels in the area.For your convenience,we enclose two copies of our catalogues together with the reference price.Please kindly keep us inf
10、ormed on items in which you are interested.We look forward to receiving your early reply.If you have any question,please do not hesitate to call me at 0086（21）86661350,or send e-mail to me at .Yours truly，Michael WangManager of Sales DepartmentEvergreen Luggage Co.,Ltd.Telephone：0086（21）86661350E-ma
11、il：2.1.3 Key Words and Phrases2.1.3 Key Words and Phrases1.sales department销售部salen.出售；销路for sale（用于）出售on sale降价出售salespl.销售（职能或活动）sales manager销售经理annual sales年销售额summer sales夏季促销We expect to expand our sales in overseas markets this year.我们期望今年（能够）扩大海外市场的销售。2.luggagen.箱包；行李3.scopen.范围within the sc
12、ope of在范围内4.various styles of各种各样的variousadj.各种各样的，不同的varyvt.改变，修改 vi.变化；不同We need to vary this years sales plan.我们需要变更今年的销售计划。The price level of agricultural products varies from season to season.农产品的价格随季节变化而不同。5.dufflen.旅行包6.backpackn.背包7.tote bag手提包，挎包toten.负载，携带vt.提；拖；携带；搬运8.merchandisen.商品；货物 v
13、t./vi.买；卖；推销general merchandise杂货9.avenuen.街道10.shown.展览会11.a wide range of很广范围（商品、产品等）12.consumer products（日用）消费品13.cataloguen.（产品）目录Is the catalogue you sent to us an updated one?你寄给我们的目录是更新过的吗？14.Las Vegas拉斯维加斯（位于美国内华达州）15.deal in经营（商品）deal with关于；应对a great deal（of）大量的dealn.交易，买卖；协议vi.经营；分给；发牌Wha
14、t products do you mainly deal in?（请问）你们主要经营什么产品？Our company deals in the export of chemical products.我公司从事化工产品的出口。This book deals with how to write effective business letters.这本书是讲如何写有效的商务书信的。We received a great deal of useful information at the show.我们在展销会上得到了大量有用信息。We finally concluded the deal af
15、ter rounds of tough negotiation.经过多轮艰苦的谈判，我们终于敲定了这单生意。16.China-based以中国为基地的based过去分词起形容词作用，常用来说明公司立足何处，以何处为基地17.manufacturern.生产商，制造商manufacturevt.生产，制造n.生产，制造18.linen.品种，货色；线，界限product line（经营的）生产线assembly line组装线in line with与一致/相符合I would like to firstly introduce the main product lines we deal in
16、.我希望首先介绍我公司经营的主要品种。If your price is in line with the local market level，we will place a trial order with you soon.如果你方的价格与当地市场价格水平一致，我们将很快向你们发出试订单。19.be tripled使增长至三倍triplevt./vi.三倍于，增至三倍n.三倍数，三倍量adj.三倍的20.increasevt.使增长，增加vi.增长，增加n.增长，增加We decide to lower our price level in order to increase the sa
17、les.为提高销售额，我公司决定降低价格。The profits will increase greatly in the next few years.在随后几年中，利润将会大大增长。21.believevt./vi.认为商务用语中常用来表示“认为”，与日常用语中的“think”意思相同，但较之正式。We believe our price is in line with the market level.我们认为我方的价格与市场水平一致。22.a large potential很大的潜力23.favorableadj.有利的，优惠的favorn.优惠In consideration of
18、our long term friendly relationship，we have made our most favorable offer last time.考虑到我们的长期友好关系，我们上次已经报出了最优惠的报盘。24.enclosevt./vi.附上，封入常用于被动语态，如：One copy of price list is enclosed.一份价目单随函附上。25.reference price参考价格referencen.参考；证明refervt./vi.使归于；归类于；使求助于We enclose the technical materials for your refe
19、rence.我们附上技术资料供你方参考。We were referred to the local chamber of commerce for the information.我们被告知向当地的商会询问有关的信息。26.informvt./vi.通知，告知informationn.消息，信息inform常用于商务英语，是较为正式的说法，经常用于祈使句中，如：Please kindly inform us the shipment date.请通知我方发货日期。27.be interested in对感兴趣28.hesitatevt./vi.犹豫2.2Case 2 Background（业务
20、背景）“永明发电设备有限公司”总部位于中国北京，是一家大型综合发电设备生产制造商，该公司通过“Sun Group（阳光集团）”的网站了解到其正急需采购水力发电设备，用于其集团所属的工厂。“Sun Group”是一家总部位于印度尼西亚的大型综合集团公司，其经营范围包含多个不同行业。2.2.1 Background&TaskSenders information：Senders name：Tony Zhang（Manager of Sales Department）Company：永明发电设备有限公司（Yong Ming Electric Generating Equipment Enterpri
21、se Co.,Limited）Telephone：0086（10）38575236 E-mail： Website： Business scope：specializing in the manufacture of electric generating units，including thermal，hydraulic and nuclear electric generators Scale：one of the largest Chinese manufacturers Experience：more than thirty yearsRecipients information：Re
22、cipients name： Company：Sun Group Corporation Business scope：paper，agriculture，bank，real estate Scale：one of the largest companies in Indonesia Purchase purpose：to provide power for the groups own plantsTask（工作任务）“永明”公司针对“阳光集团”在网站上公布的采购信息，发出电子邮件介绍自己公司以开展业务往来。在邮件中，“永明”公司从产品质量、经营历史、市场地位等几个方面突出自身的优势，吸引收
23、信人的注意以便于进一步联系。请参考以下提示，构思相关业务活动和信函的内容。Key points：讲明发函的原因 介绍本公司的产品及其优势 产品针对收信人使用的特殊优势 市场地位及分布 产品的维修和保养 请收信人提供具体负责人的联系方式 表达希望建立合作关系并长期合作的愿望 给出己方的具体联系方式2.2.22.2.2 Specimen LetterSpecimen LetterTo：From：Date：January 5，2019 Subject：Supply of mixed，flow water turbinesDear Sirs，We learn from your website tha
24、t you are currently in market for mixed-flow water turbines.We have been specializing in the manufacture of mixed-flow water turbines for more than thirty years.The models we produce are applicable to different water heads from twenty meters to six hundred meters with unit capacity up to 650MW.As an
25、 industry leader in China，our products are sold to customers in Asia，Africa，Europe and America.We maintain a long term friendly relationships with customers through quality product and competitive price.Our unstopping effort for better quality helps us win a high reputation in those market areas.Par
26、ticularly，our machines can work very well in highly hot and moist weather condition for a long life.For your plants located in southern islands of Indonesia，this merit is very important to guarantee a normal operation.Besides mixed-flow water turbines，we produce many other kinds of water turbines su
27、ch as axial-flow water turbine，tubular water turbine，and impulse water turbine.Indeed，we are also a major manufacturer of electric generating equipment for thermal，nuclear generation.Meanwhile，you may find the detailed technical and product information from our website at .And we will be glad to pro
28、vide you with any detailed information in which you are interested.Should you have any question，please do not hesitate to call me at 0086（10）38575236 or send your message to my e-mail address at .Yours truly，Tony ZhangManager of Sales DepartmentYong Ming Electric Generating Equipment Enterprise Co.，
29、LimitedPhone：0086（10）38575236E-mail address： 1.generating equipment发电设备electric generating units发电机组generatingadj.产生的；发电的generationn.产生；一代generatevt.产生（光、电等）；引起；生成a generation gap代沟Most of the revenue is generated by the sales of light industry products.绝大部分收入来源于轻工产品的销售。2.2.32.2.3 Key Words and Phra
30、sesKey Words and Phrases2.specialize in专门从事specializevt./vi.指明；限定的范围；（使）专门从事近义词：deal in,handleWe learn that your company specialized in the import of art crafts products.我方得知你公司专营手工艺品的进口。Please specialize the models which you currently have in stock.请指明哪些型号你方有现货供应。3.thermaladj.热的；热量的a thermal power
31、station火力发电站 4.hydraulicadj.水力的；液压的 5.nuclearadj.原子能的；原子核的 6.real estate房地产 7.purchasen./vt.采购Please kindly advise us who is in charge of the purchase for the project.请告知我们这个项目的采购负责人。We purchase the raw material from reliable suppliers in order to guarantee the quality.为保证质量，我公司只从可靠的供货商处采购原料。8.purpo
32、sen.意图，目的9.learn from从得知10.in the market for需求；想要购买11.mixed-flow water turbine混流水轮机（用于水力发电）12.applicableadj.可适用的，合适的We will specialize the payment term applicable to this transaction.我们将详细说明这笔交易所适用的付款条件。applyvt./vi.适用，应用；实施，使用；申请All contract terms are applied to the articled sales transaction.所有合同条款
33、都对标定的销售交易有约束力。We will be able to apply those writing principles in our daily communication.我们将在每天的交流中应用那些写作原则。We will apply for import license after the settlement of price.价格敲定后，我们将申请进口许可证。applicationn.适用，使用；申请application form申请表 13.power generating发电 14.water head水头（水力的测量单位）15.unit capacity单位容量max
34、imum capacity最大容量 16.MWmillion watts（一百万瓦）17.maintainvt.保持，维持；保养The company is trying to maintain their price at a steady level.那家公司正努力把价格维持在一个稳定的水平。petitiveadj.有竞争力的Our price is highly competitive.我们的价格是很有竞争力的。competevi.竞争No company can compete with us in the price war.在这场价格战中没有一家公司可以和我们竞争。competit
35、ionn.竞争a fair competition一场公平竞争 19.particularlyadv.特别地；明确地particularadj.特别的；个别的；特殊的；详细的for no particular reason没有任何特殊理由in particular尤其，特别 20.moistadj.潮湿的 21.lifen.（机器设备的）使用寿命life warranty终身保修 22.is located in/at座落（于），位（于）23.meritn.特长，特性 24.guaranteevt.保证n.保证，保证书the guarantee of quality品质的保证We can gu
36、arantee the required shipment date if your reply reaches us by the end of this week.如果你方能在本周末之前答复，我公司能够保证所要求的发货日期。25.axial-flow water turbine轴向流水轮机axlen.轴，中轴，圆轴axialadj.轴的，轴向的，轴对称 26.tubular water turbine管状水轮机tuben.管，试管tubularadj.管状的 27.impulse water turbine冲击式水轮机impulsen.冲动；推动力 28.meanwhileadv.同时常用
37、于句首起到承上启下的作用，同类型的词还有in addition、however等。29.detailedadj.详细的a detailed report一份详细报告detailn.细节，详细vt.详细说明Please advise us all the details.请通知我方所有细节。2.3Case 3Background（业务背景）“精英文具用品有限公司（Elite Stationery Co.,Limited）”是一家从事文具用品生产、批发、销售和进出口的公司。通过日本东京商会的文具生产商名录获悉“Pilot”公司的联系方式，并对其生产的笔类产品很感兴趣，希望利用“Pilot”公司产品
38、高质量的优势扩大已有的销售。2.3.12.3.1 Background&TaskBackground&Task Senders information：Sender：Miss Lucy Luo（Manager of Purchase Department）Company：Elite Stationery Co.，Limited Address：15 Jianshe Road，Heping District，Tianjin，China 300067 Telephone：0086（22）23201259 Fax：0086（22）23201258 E-mail address： Website： S
39、cope：the manufacture，distribution，import and export of stationery products Market：the northern areas of ChinaRecipients information：Recipient：Mr.David Okamoto（General Manager）Company：Pilot Corporation Address：3-6-22，Kyobashi，Chuo，ku，Tokyo 104，8304，Japan Scope：specializing in the manufacture of quali
40、ty ink pens and markers Market：products sold to countries worldwide4085%65%Task（工作任务）“精英”公司在信中对自己的经营范围和情况进行了简明的介绍，并表达了将与“Pilot”公司开展长期业务合作的愿望。同时信中请“Pilot”公司尽快提供最新的产品目录、样品及参考价格以便于下单。请参考以下提示，构思相关业务活动和信函的内容。确认从何渠道获悉收信人公司 发信人公司对自己的经营范围、市场地位和销售能力作出介绍表达长期合作的愿望 请“Pilot”公司尽快提供产品目录、样品和参考价格请指定具体的联系人并提供联系方式0102
41、030405Key points：提供我方联系人（Miss Lucy Luo）的联系方式06Specimen Letter Elite Stationery Co.，Limited15 Jianshe Road，Heping District，Tianjin，China 300067Telephone：0086（22）23201259，Fax：0086（22）23201258，Website：November 5，20192.3.22.3.2 Specimen Letter&Reference ReplySpecimen Letter&Reference ReplyMr.David Okamo
42、to（General Manager）Pilot Corporation3-6-22，Kyobashi，Chuo-ku，Tokyo 104-8304，JapanSubject：Request for catalogue&reference price4085%65%Dear Mr.David Okamoto，We owe your name and address to the Tokyo Chamber of Commerce.Through the information provided by the office，we learn that you specialize in the
43、manufacture of ink pens and markers.As a leading manufacturer and distributor of stationeries in China，we have established a wide network of marketing channels in most main cities in the northern areas of China.To meet the fast growing demand for quality stationery，we continue to look for quality pr
44、oducts to add into our current product lines.Please kindly provide us with your catalogue and reference price.It is of great help if you can send us at least one sample for each item.Meanwhile，if you appoint anyone else in charge of the businesses between us，please advise us the contact information
45、as soon as possible.We are looking forward to your early reply.Should you have any question，please do not hesitate to call me at 0086（22）23201259 ext.112 or send e-mail to me at .Yours truly，Lucy LuoManager of Purchase DepartmentElite Stationery Co.，LimitedTelephone：0086（22）23201259 ext.112E-mail： R
46、eference Reply（Body of Text）From：Kevin Funakoshi To：Miss Lucy Luo Date：November 15，2019Subject：Your request for catalogue Dear Lucy，Thank you for your letter of November 5，2019，which is addressed to Mr.David Okamoto.As an account manager in charge of the sales to China，I am appointed to help you on
47、your requirements.We are glad to see you are interested in our products.Please provide us with the specific information on your order quantity，expected shipment date and models so that we can make our quotation for you.Meanwhile，our latest catalogue together with samples has been sent to you for you
48、r reference.Please call me at 81（3）35383700 ext.211 or send e-mail to me at ，if you have any question.We highly appreciate the opportunity to do business with you.Yours truly，Kevin FunakoshiAccount ManagerPilot CorporationTelephone：81（3）35383700 ext.211Fax：81（3）35383701E-mail：1.eliten.精英2.districtn.
49、区，地区3.distributionn.销售；分发distribution channel销售渠道We are authorized for the distribution of B&Ws products in this area.我公司被授权在这一地区销售B&W的产品。distributevt.分发；分配；散布We are authorized to distribute B&Ws products in this area.我公司被授权在这一地区销售B&W的产品。distributorn.分发商，销售商distributors list销售商名录2.3.32.3.3 Key Words
50、 and PhrasesKey Words and Phrases4.stationeryn.文具5.northernadj.北方的6.northn.北方7.pilotn.飞行员8.chuo-ku中央区（属于日本市所下一级的行政地区范围）9.quality ink pens and markers高质量的水笔和马克笔quality在此处用作形容词，意为“高质量的”。10.requestn.请求；询求；需求；所要求的vt.需求；请求We hereby send you our price list on your request.根据贵公司要求，现寄上我们的价目单。Please provide