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第一章 建立业务关系进出口业务英语函电,包括信函、电报、电传、传真及电子邮件,是当今国际间货物买卖磋商的主要载体。其目的是为了有效传递商务信息。合格的函电应该语言简洁、结构明确。一笔具体交易往往始于出口商主动向潜在客户发函建立业务关系。从标准规范的角度而言,一封标准的函电应包括:一、客户信息的获取:通过驻外使馆、商会、商务办事处、银行、第三方公司的介绍或网络、展览会获取进口商的基本信息。建立国外客户关系,一般可通过以下渠道: 1.自我介绍。通过查阅国外出版的企业名录、报刊杂志的广告、以函电或发送资料的方式,自我介绍建立关系;2.请国外银行介绍客户; 3.请国内外的贸易促进机构或友好协会介绍关系,如我国的贸促会也办理介绍客户的业务;中国国际贸易促进委员会简称中国贸促会,英文名称为:China Council for the Promotion of International Trade,英文缩写为 CCPIT。经中国政府批准,中国贸促会1988年6月组建了中国国际商会(China Chamber of International Commerce,英文缩写为CCOIC)。4.请我驻外使馆商务处或外国驻华使馆介绍合作对象。一般讲我驻外使馆对当地主要厂商的经营范围、能力和资信较为熟悉了解;5.通过参加国内外展览会、交易会建立关系。这类活动的优点是能和客户直接见面,联系的范围广; 6.利用国内外的专业咨询公司介绍客户。国内外都有许多专业咨询公司接受委托代办介绍客户,他们的业务关系中有许多具有一定影响、专业经验和能力的各种类型的客户,请他们介绍客户,一般效果较好。二、至函目的一般而言,主要是为了扩大交易地区及对象、建立长期业务关系、拓宽产品销路。三、公司介绍公司介绍应包括公司的性质、业务范围、宗旨、公司的相对优势等基本情况。例如,贸易经验丰富、供货渠道稳定、有广泛的销售网等。四、产品介绍在明确对方需求时,可以针对特定产品进行具体的推荐性介绍。否则,可以介绍公司经营产品的整体情况,如质量标准、价格水平、市场销售情况、公司资信等。此外,可以附上产品目录、报价单或另寄样品供对方参考也是公司经常采用的做法。五、激励性结尾在函电的结尾地方,为了让对方给予回应或劝说对方立即采取行动,一般应采用激励性结尾。六、函电撰写中应注意的地方1.在函电撰写中为使得进口商感到亲切自然,一般首先简单介绍以下你获取对方信息的渠道,但表达应简明扼要。2.阐述您来函的目的,表达你希望建立长期业务关系的意向。3.重点详细介绍公司与产品状况,以赢得对方的信赖,争取业务关系的成功建立。公司介绍中应包括公司性质、业务范围、宗旨等基本情况及公司具有的独家优势。产品介绍中,如果已明确对方的需求,可重点介绍某系列或种类产品,做到有的放矢,在不明确对方需求的情况下,对可对公司的产品整体情况进行介绍。在适当时候,可寄给对方目录单、报价格单等详细资料。4.一封出色的函电,激励性结尾也是不可少的。总体来看,在撰写业务建立函电中,一般遵循“信息来源 至函目的 公司和产品介绍”的书写思路。 建立贸易关系的信函一般应包含以下内容:(1)告诉对方我方如何获悉对方的经营范围和地址;(2)表示我方有与对方建立业务关系、与对方合作的强烈愿望;(3)介绍本公司或企业的性质、基本业务情况、经营商品的范围;(4)说明希望推销和希望购买什么样的产品;(5)必要时可向对方提供资信证明人,以便对方了解我方的资信情况;(6)附寄公司简介、商品目录、价目表和小册子等,以便对方全面了解我方信息。假如我方收到类似的国外来信,应及时礼貌地按对方的要求答复。即使不能满足对方的要求,也应及时答复,婉言说明原因,为以后可能的交易留下余地。Letter 1Dear Sir: On the recommendation of your Chamber of Commerce, we have learned with pleasure the name and address of your firm. We wish to inform you that we specialize in the export of Chinese textiles and shall be glad to enter into business relations with you on the basis of equality and mutual benefit.To give you a general idea of our products, we are sending you under separate cover a catalogue together with a range of pamphlets for your reference. Please let us have your specific enquiry if you are interested in any of the items listed in the catalogue. We shall make offers promptly. We look forward to your early reply. Yours faithfully,先生:经你方商会介绍,我方欣悉贵公司的名称和地址。我公司专营中国纺织品出口,很乐意在平等互利的基础上与贵公司建立业务关系。为使贵方对我方产品有全面的了解,我方另函寄去一本目录册及一套小册子,供参考。如对目录中所列之商品感兴趣,请具体询价,我方将立即报价。望尽快答复。Letter 2Dear Sirs, Your name and address have been recommended to us by the Commercial Counselors Office of our Embassy in your country as the leading importer of light industrial products in your country. We now avail ourselves of this opportunity to write to you and see if we can establish business relations with you. Our corporation is established for the purpose of importing and exporting as well as other activities in connection with foreign trade. We are active in the trade and financial circles of various countries and districts. We are striving to expand economic cooperation and exchange of technology with foreign countries, and will utilize common and reasonable international practices in a flexible way. To acquaint you with light industrial products we handle, we are airmailing you under separate cover a copy of our latest commodity list for your reference. If you find any of these items interesting, please let us know as soon as possible. We shall be glad to send you quotations and samples on receipt of your specific enquiries. We look forward to receiving your early reply.Yours faithfully, 从我国驻贵国大使馆商务参赞处获悉你方公司名称和地址, 并了解你们是贵国经营轻工业品的大进口商. 现借此机会与你们通信, 想了解你我之间是否能建立业务关系. 本公司是以经营进出口业务以及对外贸易有关的活动为宗旨而建立的. 我们致力于各国和各地区的贸易和金融界的商业往来. 我们将努力与各国扩大经济合作和技术交流,灵活运用通常而合理的国际惯例. 为使你公司了解我公司经营的轻工业, 将另封航寄最近的商品清单一份, 以供参考. 如果你们对任何商品感兴趣, 请尽快告知我方. 一收到你方具体询价, 我方将寄上报价单和样品. 我们期待你方早日答复.Letter 3Dear Sirs, We owe your name and address to the Bank of China, New York Branch, which told us that you specialize in the export of Chinese textiles and cotton piece goods. Our company imports general merchandise. We have been in business since 1949, and therefore have wide experience in all the lines we handle. Now we are in the market for Printed Shirting from your country. If you can assure us of workable price, excellent quality and prompt delivery, we shall be able to deal in these goods on a substantial scale. Our bankers are Chase Manhattan Bank and the Hong Kong & Shanghai Banking Corporation of Hong Kong. They can provide you information about our business and finances. We would highly appreciate it if you would send us by airmail catalogues, sample books and all necessary information regarding Printed Shirting, so as to acquaint us with the material and workmanship of your supplies. We await your early reply.
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