第一講 Introduction to business letter writing

1、第一講 Introduction to business letter writing （3課時(shí)）教學(xué)目的: 了解外貿(mào)函電課程主要的內(nèi)容并了解一封函電的構(gòu)造。教學(xué)方法: 課堂講授教學(xué)重點(diǎn): 學(xué)習(xí)框架的建立為本課的重點(diǎn)，通過(guò)框架的建立讓學(xué)生對(duì)該課程的基本內(nèi)容和課程安排有一個(gè)基本的了解。教學(xué)難點(diǎn): 了解并理解七C原則是這一章節(jié)的難點(diǎn)。教學(xué)內(nèi)容:1 課程簡(jiǎn)介，目的和內(nèi)容（建立課程的學(xué)習(xí)框架）2 BUSINESS LETTER WRITING 格式3 七C原則 （并以實(shí)例說(shuō)明）4 信件的書(shū)寫(xiě)格式課后作業(yè)：第一節(jié)課，無(wú)作業(yè)，但要求同學(xué)將上課的內(nèi)容加以理解和鞏固1 老師的自我介紹： （5MIN）Hi, e

2、veryone, I am pleased to see you here. Well, for most of us, its our first time to know each other. So, I want to make a self-introduction first. My name is Fu Ke. If you like, just call me May, This is my English name. Well, The name was given by myself. First of all, I was born at the first day of

3、 May, Second, Do you find out Mei has the same pronunciation as Chinese “Mei”, every girl hopes she looks beautiful, so do I. Thirdly, We can translate “May” as Chinese 也許，可以.This is somehow connected with my Chinese name. I am a teacher of Business College of Jiangxi Normal University. I mainly tea

4、ch courses such as Business English, Business correspondence, Marketing and International marketing. We will spend time together to study this course-Business correspondence. I hope you will enjoy you stay with me, with the course. During the course, I will be the teacher, please do what I ask you t

5、o do. After the course, I would like be your friends, You may feel free to ask anything you want to know about the course, about your personal plan, or even share some personal secret, if you with. My Email address is and phone number is 2 課程的介紹： （25 MIN）1 課程的重要性：本課程旨在幫助學(xué)生掌握對(duì)外貿(mào)易工作中書(shū)寫(xiě)業(yè)務(wù)函電的技巧和方法，為你們今后

6、可能從事的外經(jīng)貿(mào)工作打下良好的書(shū)面基礎(chǔ)，以及適應(yīng)外經(jīng)貿(mào)業(yè)務(wù)工作過(guò)程中與國(guó)外客戶進(jìn)行聯(lián)絡(luò)的實(shí)際業(yè)務(wù)需要。是一門(mén)實(shí)用性極強(qiáng)的課程。如果你畢業(yè)后去應(yīng)聘外貿(mào)公司，很可能你的考卷就是寫(xiě)一封外貿(mào)函電，因?yàn)檫@是外貿(mào)公司里最基本的業(yè)務(wù)能力，沒(méi)有這個(gè)能力，跨不入公司這個(gè)檻（自己的親身經(jīng)歷）。你進(jìn)入了外貿(mào)公司，如果不能寫(xiě)英文函電，就象一個(gè)人不會(huì)寫(xiě)字，你是不可能能夠勝任你的工作的。如果你做SYB，想多賺些鈔票，要開(kāi)展對(duì)外業(yè)務(wù)，（在全球經(jīng)濟(jì)一體化的今天，開(kāi)展對(duì)外業(yè)務(wù)是個(gè)不可避免的趨勢(shì)）也是離不開(kāi)外貿(mào)函電的（朋友的例子）（如果你覺(jué)得適應(yīng)以后的需要離你太遠(yuǎn)的話，我們來(lái)談?wù)勀銈兘诘男枰?。我們?cè)谛@中的需要是好好讀書(shū)，扎實(shí)

7、的學(xué)到些東西，使自己的畢業(yè)成績(jī)好看些并且多拿幾個(gè)證，以后找個(gè)好工作。對(duì)于國(guó)貿(mào)專(zhuān)業(yè)的學(xué)生來(lái)說(shuō)，有幾個(gè)證是你們要去考慮的，報(bào)關(guān)員資格，跟單員資格，外銷(xiāo)員資格。任何一個(gè)證都會(huì)涉及到這門(mén)課的內(nèi)容，而且是不小的一塊。有很多你們的師哥師姐們?cè)俅斡龅轿业臅r(shí)候都要說(shuō)，老師，真的好后悔沒(méi)有認(rèn)真的聽(tīng)函電這門(mén)課，以至于以后考試的時(shí)候還要翻課本出來(lái)重新自學(xué)。為了節(jié)省你們以后的時(shí)間，為了順利的能過(guò)這些考試，我們現(xiàn)在來(lái)好好學(xué)習(xí)掌握這門(mén)課程）2 樹(shù)立起學(xué)習(xí)課程的信心：有同學(xué)可能會(huì)對(duì)我說(shuō)：“老師，不是我不想學(xué)，而是我的英文真的很爛，我肯定學(xué)不好這門(mén)課程。我的回答是”不一定“。外貿(mào)函電與英語(yǔ)的學(xué)習(xí)不太一樣，外貿(mào)函電里所涉及的函

8、電種類(lèi)不會(huì)太多（腦子足以承受的多），而且每種函電的寫(xiě)法都有一定的套路以及套用句式。通過(guò)多看（例文），多想（總結(jié)出來(lái)寫(xiě)作套路和套用句式）和多寫(xiě)（練習(xí)）的方法，我們一定能學(xué)好這們課程，要對(duì)自己有信心?，F(xiàn)在就要對(duì)自己說(shuō)：“我一定能做得到”“我一定能學(xué)好”3 關(guān)于課程的考核4課程主要涉及的內(nèi)容Establish business relationship (buyer or seller)Enquiry (General and specific) (buyer)Offer (firm offer and non-firm offer) (seller) Y NAcceptance and order

9、 Y Counter offer (several times) N Declining a counter (Sales contract) offer Payment (Remittance, collection and L/C) End Shipment Insurance (complain and claim) End 3 Structure of business letter (40MIN)結(jié)合P9的例子講解1) The heading (letter head) 外貿(mào)商號(hào)的信箋，一般都印有信頭，包括發(fā)信人的姓名、地址、電話號(hào)碼、 傳真號(hào)、及E-mail等，有些會(huì)將經(jīng)營(yíng)項(xiàng)目 ，

10、注冊(cè)商標(biāo)和公司董事、經(jīng)理等姓名一并印在信頭上。如需打印，則信頭位于信箋上中央或右上方。大公司常用固定的格式。 2）編號(hào)，日期參考號(hào)：(reference and date)為便于存檔與查閱，可以為信編寫(xiě)參考號(hào)，為避免混淆，最好標(biāo)明Your ref: Our ref: In business communication, refe. Are often made to previous correspondence. The Ref may include a file number, departmental code. 打印日期注意事項(xiàng)：A. 年份應(yīng)完全寫(xiě)出，EX：不能用(05)代替(200

11、5)B. 月份要寫(xiě)英文名稱(chēng)，不能用數(shù)字來(lái)代替，但可以用縮寫(xiě)。Avoid giving the dates in figures. EX. English practice follows: Day ,month, year while it is the U.S practice to write month, day, year. 06/07/2005(英國(guó)：7月6日，美國(guó)： 6月7日)C. 日期最好用基數(shù)字。1st, 2nd ,3rd.4th, 5th, 6th,7th,8th,9th,10th,nowadays, there is growing tendency to omit th,

12、nd,rd.3）封內(nèi)名稱(chēng)和地址 (inside address)It appears exactly the same way as on the envelope. For foreign correspondence, be sure to give correct address. Copy the addreses exactly as they were given to you. In most European countries,the right order is house number, street number, name of the town, postal co

13、de, and name of country. Its different compare with Chinese writing way. Ex: 江西。南昌 江西師范大學(xué)商學(xué)院 符可 Fu Ke Business college of Jiangxi Normal University Nanchang,Jiangxi China對(duì)發(fā)信人而言，便利有二：一是發(fā)信時(shí)可與信封地址相互對(duì)照，避免放入信封時(shí)發(fā)生差誤；二是發(fā)信后便于準(zhǔn)確歸檔，便于以后查找。對(duì)收信人而言，便利也有二：一是收信人讀信時(shí)，如發(fā)現(xiàn)信封名稱(chēng)地址與封內(nèi)名稱(chēng)地址不符，可以知道是放入信封時(shí)發(fā)生錯(cuò)誤，將信返回；二是收信后如信封與信

14、函分離原信仍能保持完整，便于查閱。4）經(jīng)辦人(attention)如需注明對(duì)方經(jīng)辦人，希望收信商號(hào)將信迅速交經(jīng)辦人辦理，可以在封內(nèi)地址下面加Attention 或Attention of例1 Richard Thomas & Baldwins Ltd., 151 Gower Street London,SC7 6DY,England Attention Mr.Cave or Attention of Purchasing Manager 5）稱(chēng)呼(salutation)The salutation is the polite greeting with which a letter begin

15、s. Its form depends upon the writers relationship with the receiver.這是寫(xiě)信人對(duì)受信人的一種稱(chēng)呼，目前外貿(mào)書(shū)信中一般通用的稱(chēng)呼語(yǔ)有：Dear sir , Dear Madam, Dear sirs, Dear Mesdames, Gentlemen(不能用單數(shù)),Dear Mr.xxx（informal, familiar with the person） To whom it may concern: (cant be sure who is the receiver)稱(chēng)呼后面的的標(biāo)點(diǎn)，一般使用逗號(hào)或分號(hào)，美加來(lái)信中Gent

16、lemen后用冒號(hào)6）事由（標(biāo)題）(subject)to call attention to the topic of the letter事由要簡(jiǎn)單扼要，說(shuō)明商品名稱(chēng)，數(shù)量，信用證或合同號(hào)等即可7）正文(body)This body contains the actual message of the letter 這是書(shū)信的主體，表達(dá)發(fā)信人的意見(jiàn)。在信的開(kāi)頭有開(kāi)頭語(yǔ)(Opening Sentences),自成一節(jié)，在習(xí)慣上是用客套語(yǔ)先將收到對(duì)方的來(lái)信的日期、編號(hào)或查號(hào)、主題及簡(jiǎn)單內(nèi)容加以綜合敘述，使對(duì)方一目了然這封信是答復(fù)哪一封去信的。如果是第一次通信也可以利用開(kāi)頭語(yǔ)作必要的自我介紹。在信

17、的結(jié)尾一般有結(jié)尾語(yǔ)(The closing Sentences), 一般用來(lái)總結(jié)本文所談的事項(xiàng)，提示對(duì)受信人的要求，如希望來(lái)函或電報(bào)訂貨、答復(fù)詢問(wèn)或作必要的聲明等。另起一段。如We hope to receive your early reply一般來(lái)說(shuō)控制在一頁(yè)紙之內(nèi)，如果信真的很長(zhǎng)，在聯(lián)頁(yè)時(shí)不要用印有信頭的信紙，在每面下注明頁(yè)數(shù)。8）結(jié)尾敬詞(complimentary)結(jié)束語(yǔ)是一種客套用語(yǔ)它應(yīng)與前面的稱(chēng)呼相呼應(yīng)，后面加逗號(hào)。如：“Sincerely yours, “ “Cordially yours” “Faithfully” “truly” “respectfully9）簽名(sign

18、ature)結(jié)束語(yǔ)的下面，應(yīng)將行號(hào)的名稱(chēng)用大寫(xiě)打出，必須由負(fù)責(zé)人簽名，簽名的下面為使對(duì)方了解簽名人的姓名、職位，可以打字注明(如果是傳真和信件的話)外國(guó)函件都必須由負(fù)責(zé)親筆簽名，用橡皮戳說(shuō)明該信并非本人親自過(guò)目，只是通函，不為人重視。（法律意義，人情味）10）附件 (enclosure)如信中有附件時(shí)，應(yīng)在簽名下注明Encl.或Enc.如附件不止一件應(yīng)注明2 Encls or 3 Encls,或詳細(xì)列明如下：Encls: 2 InvoicesEnc: 1 B/L 1 Photo 1 Certificate 11）抄送(cc to XX) when copies of the letter ar

19、e sent to others, type c.c, below the signature at the left margin, their names are listed on the letter below signare. 如果函件要抄送其他有關(guān)單位，同時(shí)使對(duì)方也知道已抄送其他單位，可在信件最后的左下角注明“CC to xxx” or “CC xxx” 12）附言(postscript)信寫(xiě)完后，如果想起還有要緊的要說(shuō)，可以在信末加P.S. 象中文中的“又及”引出補(bǔ)敘的話，然后由發(fā)信人簽署本人簡(jiǎn)筆簽名(本人姓名的第一個(gè)字母)。The letterhead - most comp

20、anies supply their employees computer template.The name of the company with logo, the date(you can change as you want), the companys address.Letterhead- a sheet of paper with the printed address and logo of your company is your leterhead. or the part of letter which contains your address and company

21、s name and logo.The date line - The recipients address- recipient is the person or the company who is goin to receive the letter.The salutation - There are many different kinds of salutationThe body of the letter - actual content. what you actually have to sayThe closing greetings The signaure - you

22、r signature and your business titleThe attention line: after the recipients address Attention: purchasing managerThe subject line: subject: educational softward -the style of your company may require you to write the subjectThe post Scriptum - normally writted as P.S refers somethings you forgot to

23、say in your letter.or somehting not the part of your letterThe typists initials - your secretary will do it for it . DT/The enclosure notation -with the letter, sent other documetns with the same envelope Encl. The copy notation - copy of the same letter sent to other people Cc:back to the time when

24、 the letter was typed on the typewritter.A letter virtually always starts with Dear., but what follows depends on who you are writing to and sometimes the circumstances. There are a number of possibilities.Dear Sir/ madamYou use this form of salutation when you dont know the person you are writing t

25、o, nor do you know his or her gender. In business, sometimes, colleagues or associates are in first name terms. If that is the case, it is not inappropriate to use the first name in a salutation.The one thing that should be mentioned right away is that in British and international correspondence the

26、 salutation is followed by a comma, Americans, on the other and prefer a colon.Nowadys we use the term Ms for both married and unmarried women. Be careful, though, some women still prefer to be called Mrs. or even Miss, and you should therefore pay attention to how the writer signs herself.If you co

27、rrepondent signs with Mrs. in front of her name, you should address her accordingly.You may use Dear Sirs, or Dear madams, only if you are writing to more than one person and they are of the same gender. This may seldom occur, but it may.Omitting the mae of a person in the salutation shows annoyance

28、 and a cold attitude.Use Sir, or Madam. only if you really want to show that you are quite annoyed and are already to take the risk that the relationship may come to an end!Dear Sir or Madam, Dear Sir/ Madam, When you do not know the name and gender of the person you are writing to.dear Mr.Brown, De

29、ar Ms. Brown, When you do know the name. When the person has a titile of Doctor.Dear Prof. Brown, Dear Doc. Brown, Professor or president when you know for sure from the signature.Dear Mrs. Brown Dear Miss brown, that this person prefer to be called that way.Dear Sir, dear madam, -When you want to a

30、ppear cold (or very cold) to ther person you are writing to.sirs, Madams, (rare) when writing to more than one person of the same gender.Dear Bob, Dear Mary, When you are on first name terms.To whom it may concern: When you do not know exactly who your letter will be read by.Ex1. You are writing to

31、a travel agent, with whom you have not dealt before, to inquire about vacation destinations for your holidays.Dear Sir/ Madam,You need a medical certificate from your doctor and you write to him.Dear Doc. Brown,You have received an inquiry from a Mrs. Helen Kurt and are answering her letter. Dear Mr

32、s. KurtPeter Jackson, a colleague you have know for many years, and once took a vacation with, wrote to tell you he is coming to visit you. You are answering his letter. Dear Peter,A woman client has written to you many times asking fo discounts that you have repeatedly refused. you are writing to t

33、ell her that you are very tired of her insistence. Dear Madam, MadamYou are an insurance sales peson and want to offer insurance policies to as many people as possible at the company you are writing to.To whom it may concern.if it concerns you, read it, if it is not, give to other person.You will so

34、on be going to Germany to visit Kurt Kruger, a client you have been dealing with for the last five years. Your write to announce your arrival. Dear Mr Kruger.A customer has written a very angry letter declaring that he will no longer deal with you. Youwrite to this person to remind him that he still

35、 has to pay his bill. Sir.4. Layout of business letter (5MIN)1) Full Block Form完全平頭式：凡是打上去的每一行字，包括日期、封內(nèi)地址、事由和結(jié)尾禮詞。都是從左邊的空白邊緣打起。使用起來(lái)非常方便，美國(guó)辦公室管理協(xié)會(huì)建議采用的格式。特點(diǎn)：a)一律向左看齊b)段與段之間隔一行畫(huà)圖作范例2) Modified Block Form with Indented Style混合式：封內(nèi)地址及其他需要分行的部分，采用平頭式，而第一段開(kāi)始一行采用縮行式。兩種格式的混合采用所以稱(chēng)之為混合式。特點(diǎn)：a)信正文的每一段落的第一行采用縮行式

36、b)除信頭和日期，結(jié)尾敬詞和簽名外，其他部分采用齊頭式 （見(jiàn)書(shū)P15面）畫(huà)圖作范例3）不推薦使用，看書(shū)P13的例子5 Envelope (5MIN)1) 地址的寫(xiě)法 （參見(jiàn)上文）2) 格式與中式不同 （EX：自己的經(jīng)歷）3） Remarks:1.Private 私人信2.Confidential機(jī)密信3.Registered 掛號(hào)郵件4.Express快遞郵件5.Ordinary Mail平信6.Immediate(Urgent)急件7.Printed Matter印刷品8.Sample樣品6信函寫(xiě)作原則：Writing principle of business letter （40MIN）

37、七C原則：1) Consideration 體諒寫(xiě)信時(shí)要處處從對(duì)方的角度去考慮有什么需求，而不是從自身出發(fā)，語(yǔ)氣上更尊重對(duì)方。作為寫(xiě)信人，我們常常自以為別人會(huì)對(duì)我們的產(chǎn)品，愿望和問(wèn)題感興趣。而實(shí)際上，這種“為自己著想”的態(tài)度并不對(duì)。在寫(xiě)商業(yè)信函時(shí)，一個(gè)重要的原則就是暫時(shí)忘記自己而想想收入信人。如果我們沒(méi)有向他們顯示出引起他們注意的事，他們可能也不會(huì)對(duì)我們的事有興趣。記?。築USINESS 這個(gè)字中有U有I， U在I的前面，這也是我們要記住的順序。EX： a) We want you to do it. You will no doubt do it.b) We allow 2 percent

38、discount for each payment. You earn 2 percent discount for each payment.2) Courtesy 禮貌語(yǔ)言要有禮貌且謙虛，及時(shí)地回信也是禮貌的表現(xiàn)。(一般來(lái)說(shuō)，商務(wù)信函在24小時(shí)之內(nèi)給回復(fù))Avoid irritating, offensive, or belittling statement, avoid word that might be antagonizeEx: a) You letter is not clear at all, I cant understand it.If I understand your

39、letter correctly, you mean b) We must refuse your letter.We regret that we are not in a position to accept your offer.3) Clearness (no misunderstanding)Ex: As to the steamers sailing from Hongkong to San Francisco, we have bimonthly services. 一個(gè)月兩次：We have two direct sailings every month from H.K to

40、 S.F 兩個(gè)月一次：We have a direct sailing from H.K to S.F every two month. 4)Conciseness 簡(jiǎn)潔 （一）避免廢話連篇（二）避免不必要的重復(fù) （三）短句、單詞的運(yùn)用To avoid wordiness or redundancy, try to make it A.S.A.PEx: We would like to know whether you would allow us to extend the time of 20 days, and if you would so kind as to allow us to

41、 do so, kindly give us your answer without delay.句子過(guò)于“客氣“ 使句子過(guò)長(zhǎng)而且不清楚Please reply immediately if you will allow us to delay the delivery date to June.21.Invisible to the eye - invisiblFor the purpose of - for At this point in time,we are sending you a form for you to fill and mail back to us so that we may know exactly which products you would like us to hsip to you. Please fill the form and return it tous for your order to be