商務(wù)英語(yǔ)的重要性.doc

一、 引言（小四號(hào)字體） 在我們熟知的生活英語(yǔ)、學(xué)術(shù)英語(yǔ)之外，商務(wù)英語(yǔ)是現(xiàn)代外資企業(yè)中最重要的交流工具，在談判、交際等商務(wù)活動(dòng)中，商務(wù)英語(yǔ)更顯重要！商務(wù)英語(yǔ)的掌握水平對(duì)企業(yè)的生存有著深遠(yuǎn)的影響。本文旨在討論商務(wù)英語(yǔ)的價(jià)格談判技巧及一些婉轉(zhuǎn)的表達(dá)方法。 （空一行） 二、 商務(wù)英語(yǔ)在商務(wù)談判中的重要性 商務(wù)英語(yǔ)是英語(yǔ)的一種社會(huì)功能變體，是專(zhuān)門(mén)用途英語(yǔ)中的一個(gè)分支，是英語(yǔ)在商務(wù)場(chǎng)合中的應(yīng)用。它涉及技術(shù)引進(jìn)、對(duì)外貿(mào)易、招商引資、對(duì)外勞務(wù)承包與合同、國(guó)際合同、國(guó)際金融、涉外保險(xiǎn)、國(guó)際旅游、海外投資、國(guó)際運(yùn)輸?shù)鹊?，人們從事這些活動(dòng)所使用的英語(yǔ)統(tǒng)稱(chēng)為商務(wù)英語(yǔ)。 商務(wù)英語(yǔ)源于普通英語(yǔ)，并以此為基礎(chǔ)，完全具有普通英語(yǔ)的語(yǔ)言學(xué)特征，但同時(shí)它又是商務(wù)知識(shí)和普通英語(yǔ)的綜合體，因而具有其內(nèi)在的獨(dú)特性，主要集中以下幾個(gè)方面： 1 商務(wù)英語(yǔ)的語(yǔ)言形式、詞匯、以及內(nèi)容等方面與專(zhuān)業(yè)知識(shí)密切相關(guān)，它承載著商務(wù)理論和商務(wù)實(shí)踐等方面的信息。 2 商務(wù)英語(yǔ)用詞明白易懂、正式規(guī)范、簡(jiǎn)短達(dá)意、語(yǔ)言平實(shí)。用詞方面多使用常用詞，以保證所用詞語(yǔ)具有國(guó)際通用性，保證能為普通大眾所理解，但又不能過(guò)于口語(yǔ)化，即商務(wù)英語(yǔ)所使用的語(yǔ)言不能過(guò)于非正式。有些商務(wù)文書(shū)（如合同）因?yàn)榫哂幸?guī)范、約束力等公文性質(zhì)，因此會(huì)使用一些很正式的詞語(yǔ)，如使用 prior to 或者 previous to 而不使用before；使用 supplement 而不使用 add to 等。但在介詞方面，商務(wù)英語(yǔ)往往使用以繁復(fù)的介詞短語(yǔ)來(lái)代替簡(jiǎn)單的介詞和連詞，如：用 in the nature of 代替 like ; 3 商務(wù)英語(yǔ)句子結(jié)構(gòu)比較復(fù)雜，句式規(guī)范，文體正式，尤其在招標(biāo)文件和投資文件經(jīng)及合同中更是如此。 4 商務(wù)英語(yǔ)在陳述事物時(shí)往往具體、明確，絕不含糊其詞。如商務(wù)英語(yǔ)不就 “We wish to confirm our telex dispatched yesterday” , 而要說(shuō) “We confirm our telex of July 2nd,2000.” 因?yàn)榍罢呋\統(tǒng)含糊，后者就清晰明了； 5 在國(guó)際商務(wù)英語(yǔ)應(yīng)用文特別是國(guó)際商務(wù)信函中，禮貌是其中非常重要的語(yǔ)言特點(diǎn)。（縮進(jìn)對(duì)齊） 三、價(jià)格談判中商務(wù)英語(yǔ)的應(yīng)用技巧 在外貿(mào)談判中, 營(yíng)造一個(gè)熱情、友好、坦誠(chéng)、大方的氣氛是十分重要的。商人在談判中常說(shuō): “ We do business on the basis of equality and mutual benefit . ”(我們是在平等互利的基礎(chǔ)上做生意)。所以,談判雙方均不可以盛氣凌人之勢(shì), 強(qiáng)迫對(duì)方接受自己的條件, 反而應(yīng)該盡力創(chuàng)造出和諧、認(rèn)真的談判氣氛。這里旨在從賣(mài)方或供應(yīng)商 ( seller supplier ) 和買(mǎi)方或客戶(hù) ( buyer client ) 兩方面, 談?wù)勆虅?wù)英語(yǔ)價(jià)格談判的一些基本技巧。 （一）賣(mài)方或供應(yīng)商的價(jià)格談判技巧 1 在談判中強(qiáng)調(diào), 雖然我方產(chǎn)品的價(jià)格略高于同行同類(lèi)產(chǎn)品, 但我們注重產(chǎn)品的質(zhì)量、技術(shù)和在本市場(chǎng)或國(guó)際市場(chǎng)上的聲望, 讓對(duì)方覺(jué)得買(mǎi)我們的產(chǎn)品價(jià)格雖高, 但很值得。 例（1）: Its the quality that really counts. Our driller steel is far superior to that used by the Japanese. Whats more, our design and technology are completely up-to-date. Youll be assured of efficient service for years to come. 2 誠(chéng)懇地向?qū)Ψ浇忉? 因?yàn)樵牧蟽r(jià)格上漲, 成本高, 所以我方難以承受大的降價(jià)。如果我們分析問(wèn)題合情合理, 情況解釋合乎邏輯, 對(duì)方會(huì)接納和理解這一事實(shí)。 例（2）: We can hardly bear the reduction because the raw material has advanced by 5% during the last few months. Accordingly, the cost of our production has risen a great deal. So this p rice is what we can get. 3 強(qiáng)調(diào)我們的價(jià)格符合市場(chǎng)要求和水平, 是合情合理的, 所以不考慮降價(jià)。或者要求對(duì)方增大定單, 方可考慮 quantity discount ( 數(shù)量上的折扣)。 例（3）: Well, for” Hero 330”we are quoting US 6. 50 per dozen CIF Alexandria. Our price has always been reasonable because it comes in line with the prevailing market level. 4 在我方產(chǎn)品的價(jià)格或許稍高于同行同類(lèi)產(chǎn)品 , 又不準(zhǔn)備降價(jià)的情況下, 我方可用 quicker delivery time ( 快速交貨) 和 convenient after-sales service ( 便捷的售后服務(wù)) 作為“誘餌”(當(dāng)然, 要實(shí)事求是, 不可欺騙), 讓對(duì)方覺(jué)得買(mǎi)了你的產(chǎn)品既方便又有保障。 例（4）： Well, it depends on the quantity you order. For orders over US 20, 000 we offer a 10% discount on first orders credited on repeat order. How much was your last order for? 5 從長(zhǎng)遠(yuǎn)利益出發(fā)或?yàn)榱舜龠M(jìn)和鞏固彼此的貿(mào)易, 本著友情, 同意降價(jià)。 例（5）: Im afraid there is little scope for reducing the price. But we provide quick delivery time and convenient after-sales service. For example, Board chair 03, for the quantity of 6 to 10 pieces, the normal delivery time is 5 days, but now the special delivery time is only one day, Note286 CX, for the quantity of 5 pieces, the normal time is 4 days, but now 2 days w ill do. And we have several service centers, offering you around-the-clock service. 6 直截了當(dāng)?shù)鼐芙^對(duì)方的還盤(pán)。但這種表達(dá), 態(tài)度比較生硬, 火藥味較濃。從另一角度看, 如果這一策略運(yùn)用得當(dāng), 可以 加快談判速度, 但要小心行事。最好不要直接說(shuō): “ No, I cant accept it. ”而應(yīng)盡量婉轉(zhuǎn)地用 Well, , Actually, 或 Im afraid, 等開(kāi)頭, 從而給對(duì)方稍留余地, 以免讓對(duì)方感到難堪。 例（6）: To be frank with you, there are many other customers who have approached us with some higher prices. If it were not for our good relationship, well hardly be willing to make you a firm offer at this price. 例（ 7 ） : Personally, this is our rock-bottom price, Mr. Mcardell. Im afraid it seems that we cant make any further concession. 例（8）: 5 percent reduction is absolutely out of the question. Now, Mr. Li, to help you sell our product, well make an exception - - give you a special discount of 2 percent. Thats the best we can do. （二）客戶(hù)或買(mǎi)方的價(jià)格談判技巧 1 以商量的口氣, 提出自己的想法、觀(guān)點(diǎn)和意見(jiàn), 以博得對(duì)方的“同情”和理解。 例（9）: Im interested in your lead crystal glass ware. But as we are just taking up the line, Im afraid we cant do much right now. Could we have 3000 gross for a start? If the sales go well, big business is sure to follow. I hope you could offer us your most favorable price, though the quantity we are ordering is by no means an attractive one. 2 利用攻心術(shù), 討好對(duì)方。賣(mài)方頓感“心頭一熱” 考慮降價(jià)。 例（10）: Yours is an international renowned company, and your products always enjoy its reputation. We, too, dont hope that you ship the instrument on display back to your homeland. The reduction of 27% of our counter offer is already not that big, and in fact it is only less than 10% compared with your offer. So I hope that you put all things together and give it a further consideration. 3 用市場(chǎng)經(jīng)濟(jì)不景氣或國(guó)際國(guó)內(nèi)經(jīng)濟(jì)發(fā)展緩慢情況為理由, 要求對(duì)方考慮降價(jià)。 例（11）: Business is rather slow nowadays. Few buyers have been in the market recently, besides, you certainly realize that lower prices are an effective marketing tool in the short or the long term. 4 堅(jiān)持對(duì)方開(kāi)價(jià)太高, 與國(guó)際或國(guó)內(nèi)市場(chǎng)行情不相符, 所以我方難以接受。 例（12）: As the matter stands now, your quotation is over the current price in the international market, and also beyond our ability of payment. In this way, well, as we think, have to consider offers from other sources. Honestly speaking, if you can reduce your p rice by 25%, which will be considered agreeable to the level of the international market. 5 在雙方就價(jià)格問(wèn)題咬住不放的情況下, 建議賣(mài)方用折中的辦法, 彼此做出讓步。 例（13）: Thats the first step .With one more, w e could strike a deal. To make things simpler, lets split the difference and meet half way. You must leave us some margin to cover the advertising expenses. 6 如果彼此對(duì)價(jià)格都不肯放松, 又不愿折中, 買(mǎi)方只好提出“到別處購(gòu)買(mǎi)” 以此“威脅”賣(mài)方。 例（14）: But the gap between us is still too wide. Id suggest another 10%. (Seller: Oh, Im afraid that wont do. W e simply cant stand such a big cut.) If thats the case, Im afraid well have to go elsewhere. 7 利用矛盾競(jìng)爭(zhēng)。在討價(jià)還價(jià)過(guò)程中, 利用不同的談判對(duì)手或同行間的競(jìng)爭(zhēng), 或用甲制乙, 或借甲攻乙, 促使對(duì)方妥協(xié)讓步。 例（15）: At present, the pro