建立商務聯(lián)系

1、Unit One:Establishing Business Relations 1.Introduction 2.Letter Analysis3.Specimen Letters 4.Useful Expressions5.Dialogues6.ExercisesUnit ObjectivesnIn this unit you should understand how to establish business relations with potential business partners;nYou should master the basic skills to communi

2、cate with your customer for the first time;nYou should know how to be a good receptionist in a company.I. IntroductionIt is fairly true to say no customer, no business. To establish relations with prospective dealers is one of the vitally important measures either for a newly established firm or an

3、old one that wishes to enlarge its business scope and turnover.n 建立業(yè)務關系，實際上就是確定貿易建立業(yè)務關系，實際上就是確定貿易對象。貿易對象選擇得合適與否，決定對象。貿易對象選擇得合適與否，決定著貿易的成敗。在一般情況下，雙方通著貿易的成敗。在一般情況下，雙方通過各自的介紹或第三者的介紹，先摸清過各自的介紹或第三者的介紹，先摸清對方的資金信用、經營能力和業(yè)務范圍對方的資金信用、經營能力和業(yè)務范圍等重要條件，然后再進行實質性的業(yè)務等重要條件，然后再進行實質性的業(yè)務商討。貿易雙方只有在相互了解、彼此商討。貿易雙方只有在相互了解、彼

4、此信賴的基礎上，才能進行積極地合作，信賴的基礎上，才能進行積極地合作，并使雙方貿易活動得以順利地開展。并使雙方貿易活動得以順利地開展。 If a new firm, or rather a certain corporation of ours, wishes to open up a market to sell something to or buy something from firms in foreign countries, the person in charge must first of all find out whom he is going to deal with.

5、 Usually, such information is obtainable through the following channels:1.Communication in writing;2.Attendance at the export commodities fairs;3.Contact at the exhibition held at home or abroad;4.Mutual visits by trade delegations and groups.Related Information: The Guangzhou Fair 中國出口商交易會中國出口商交易會每

6、年在廣州市舉辦兩次。春季交易會是從每年在廣州市舉辦兩次。春季交易會是從4 4月月1515日到日到5 5月月1515日，秋季交易會是從日，秋季交易會是從1010月月1515日到日到1111月月5 5日。日。 成千上萬的國外商人紛紛從世界各地趕來參加交易會。參展的各種各成千上萬的國外商人紛紛從世界各地趕來參加交易會。參展的各種各樣的商品吸引著他們。交易會本身體現(xiàn)了中國穩(wěn)步發(fā)展的經濟。中國樣的商品吸引著他們。交易會本身體現(xiàn)了中國穩(wěn)步發(fā)展的經濟。中國的主要產品，如絲綢、豬肉、茶葉和原油在國際市場上很暢銷，輕紡的主要產品，如絲綢、豬肉、茶葉和原油在國際市場上很暢銷，輕紡產品包括服裝和機械產品；還有產品包

7、括服裝和機械產品；還有家用電器家用電器，如電視機、冰箱和空調器，如電視機、冰箱和空調器，甚至一些高科技和信息技術產品，像個人電腦、軟件和移動電話，這甚至一些高科技和信息技術產品，像個人電腦、軟件和移動電話，這些產品要么在一些國家銷路很好，要么已經開始些產品要么在一些國家銷路很好，要么已經開始贏得國際認可贏得國際認可。 在廣交會上，許多外國商人與中國出口商洽談，并簽定了大量的合同。在廣交會上，許多外國商人與中國出口商洽談，并簽定了大量的合同。外國商人說，中國出商口品質量好，價格合理。中國的對外開放政策外國商人說，中國出商口品質量好，價格合理。中國的對外開放政策使廣交會更具吸引力，更加成功。出口商

8、們承接使廣交會更具吸引力，更加成功。出口商們承接來樣來樣或者或者來料加工來料加工的的定單，并接受不同的支付方式，這些變化深受外國商人的歡迎。定單，并接受不同的支付方式，這些變化深受外國商人的歡迎。 中國的出口公司正在極力地改進出口商品的質量、設計、包裝和中國的出口公司正在極力地改進出口商品的質量、設計、包裝和交貨等，以使商品在海外市場更具競爭力。交貨等，以使商品在海外市場更具競爭力。Of all the above channels, the first one is widely used in business activities. A writer of business letter

9、s can secure all the necessary information about a new customer with the help of banks, the periodicals, the advertisements in newspapers or on TV, the introduction from his business connections, the market investigations, the Commercial Councilors Office, the Chambers of Commerce both at home and a

10、broad, enquiries received from the merchants abroad, self-introduction by merchants themselves and so on.n(1) the advertisements in newspapers(2) the introduction from his business connections(3) the introduction from his subsidiaries or branches, agents abroad(4) the market investigations(5) attend

11、ance at the export commodities fairs(6) visit abroad by trade delegations and groups(7) self-introductions or enquiries received from the merchants abroad(8) the banks(9) the Commercial Counsellors Officen(10)the chambers of commerce both at home and abroad 商務參贊 n使館中負責同駐在國外貿部門進行聯(lián)系使館中負責同駐在國外貿部門進行聯(lián)系和交

12、涉的外交人員，一般由派遣國外貿和交涉的外交人員，一般由派遣國外貿主管部門派出。其職責是向本國主管部主管部門派出。其職責是向本國主管部門報告駐在國的經濟、貿易發(fā)展情況，門報告駐在國的經濟、貿易發(fā)展情況，準備貿易協(xié)定的簽訂工作并監(jiān)督其執(zhí)行，準備貿易協(xié)定的簽訂工作并監(jiān)督其執(zhí)行，簽訂或協(xié)作簽訂重要的貿易合同。商務簽訂或協(xié)作簽訂重要的貿易合同。商務參贊通常是使館商務處負責人，享有外參贊通常是使館商務處負責人，享有外交特權和豁免。交特權和豁免。 商會 n商會是指商人依法組建的、以維護會員合法權益、促商會是指商人依法組建的、以維護會員合法權益、促進工商業(yè)繁榮為宗旨的社會團體法人。進工商業(yè)繁榮為宗旨的社會團體

13、法人。 n商會是市場經濟條件下實現(xiàn)資源優(yōu)化配置不可或商會是市場經濟條件下實現(xiàn)資源優(yōu)化配置不可或缺的重要環(huán)節(jié)，是實現(xiàn)政府與商人、商人與商人、商缺的重要環(huán)節(jié)，是實現(xiàn)政府與商人、商人與商人、商人與社會之間相互聯(lián)系的重要紐帶。人與社會之間相互聯(lián)系的重要紐帶。 n商會一般具有以下四個法律特征：公益性、民間商會一般具有以下四個法律特征：公益性、民間性、自律性、法人性。性、自律性、法人性。 n商會是商品經濟的必然產物。商會萌芽于歐洲封商會是商品經濟的必然產物。商會萌芽于歐洲封建社會的商人行會，即商人基爾特。法國是世界上最建社會的商人行會，即商人基爾特。法國是世界上最早成立商會的國家，是近代商會的發(fā)源地。早成

14、立商會的國家，是近代商會的發(fā)源地。 n商會是指有獨立的經營單位、事業(yè)單位或由自由商會是指有獨立的經營單位、事業(yè)單位或由自由商人、企業(yè)職員等自愿組成，保護和增進全體成員既商人、企業(yè)職員等自愿組成，保護和增進全體成員既定利益的非營利性組織。定利益的非營利性組織。 n商會種類：一種典型的商會是商會種類：一種典型的商會是行業(yè)協(xié)會行業(yè)協(xié)會，是，是由同一行業(yè)的企業(yè)法人、相關的事業(yè)法人和由同一行業(yè)的企業(yè)法人、相關的事業(yè)法人和其他組織依法自愿組成的、不以營利為目的其他組織依法自愿組成的、不以營利為目的的社會團體。其宗旨是加強同行業(yè)企業(yè)間的的社會團體。其宗旨是加強同行業(yè)企業(yè)間的聯(lián)系，溝通本行業(yè)企業(yè)與政府間的關系

15、，協(xié)聯(lián)系，溝通本行業(yè)企業(yè)與政府間的關系，協(xié)調同行業(yè)利益，維護會員企業(yè)的合法權益促調同行業(yè)利益，維護會員企業(yè)的合法權益促進行業(yè)發(fā)展。另一種商會是地域性的，通常進行業(yè)發(fā)展。另一種商會是地域性的，通常由某地區(qū)企業(yè)公司、公務人員、自由職業(yè)者由某地區(qū)企業(yè)公司、公務人員、自由職業(yè)者和熱心公益的公民所自愿組成的組織。和熱心公益的公民所自愿組成的組織。 Having obtained the desired names and address of the firms from any of the above sources, he may start sending letters or circular

16、s to the parties concerned. This type of letter is an outgoing letter (發(fā)發(fā)函函) and may be called a “First Enquiry” (首次征詢首次征詢). Generally speaking, the type of letter begins by telling the address how his name is known. Then some general information should be given to:II. Letter Analysis1.The source of

17、 his information;2.His intention;3.The business scope of his firm and also its branches and liaison offices, if any;4.The reference as to his firms financial position and integrity.n1. Weve come to know your name and address from the Commercial Counselors Office of the Chinese Embassy in London. 我們從

18、中國駐倫敦大使館的商務參贊處得知你們的名我們從中國駐倫敦大使館的商務參贊處得知你們的名字和地址。字和地址。 2. By the courtesy of Mr. Black, we are given to understand the name and address of your firm. 承蒙布萊克先生的介紹，我們得知貴公司的名稱和地承蒙布萊克先生的介紹，我們得知貴公司的名稱和地址。址。 3. We are willing to enter into business relations with your firm. 我們愿意與貴公司建立業(yè)務關系。我們愿意與貴公司建立業(yè)務關系。 4.

19、 Your firm has been introduced (recommended, passed on) to us by Maple Company. 楓葉公司向我方介紹了貴公司。楓葉公司向我方介紹了貴公司。 5. Our mutual understanding and cooperation will certainly result in important business. 我們之間的相互了解與合作必將促成今后重要的生意。我們之間的相互了解與合作必將促成今后重要的生意。 6. We express our desire to establish business relati

20、ons with your firm. 我們愿和貴公司建立業(yè)務關系。我們愿和貴公司建立業(yè)務關系。 n7. We shall be glad to enter into business relations with you. 我們很樂意同貴公司建立業(yè)務關系。我們很樂意同貴公司建立業(yè)務關系。 8. We now avail ourselves of this opportunity to write to you with a view to entering into business relations with you. 現(xiàn)在我們借此機會致函貴公司，希望和貴公現(xiàn)在我們借此機會致函貴公司，希

21、望和貴公司建立業(yè)務關系。司建立業(yè)務關系。 9. We are now writing you for the purpose of establishing business relations with you我們特此致函是想與貴方建立業(yè)務關系。我們特此致函是想與貴方建立業(yè)務關系。 10. Your desire to establish business relations coincides with ours. 你方想同我方建立業(yè)務關系的愿望與我方是你方想同我方建立業(yè)務關系的愿望與我方是一致的。一致的。 Any letter of this nature received must b

22、e answered in full without the least delay so as to create goodwill and leave a good impression on the reader. This is one of the most important functions of commercial correspondence.Business connections are of great value to firms engaged in foreign trade. So, traders must not only do what they ca

23、n to consolidate their established relations with firms having previous business but also develop and revitalize their trade by searching for new connections from time to time.A Letter from An importer to An Exporter先生們：先生們： 我們從舊金山一朋友處得悉貴公司的地址，現(xiàn)特去函與你我們從舊金山一朋友處得悉貴公司的地址，現(xiàn)特去函與你公司建立業(yè)務關系。公司建立業(yè)務關系。 我公司與這里

24、許多的最大輕工業(yè)產品我公司與這里許多的最大輕工業(yè)產品銷售商銷售商有良好的關系。有良好的關系。如能從你公司得到如能從你公司得到優(yōu)惠報盤優(yōu)惠報盤，我們確信能大量銷售中國貨。，我們確信能大量銷售中國貨。 請告有關你公司出口商品的必要詳情。請告有關你公司出口商品的必要詳情。 啟啟Dear Sirs, We have obtained your address from a friend of mine in San Francisco and are now writing you for establishment of business relations. We are very well co

25、nnected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices. Please let us have all necessary information regarding your products to export. Yours truly,A Letter Asking to Make Credit En

26、quiry From the Bank先生們：先生們：信用信息信用信息 加納阿克拉的下述商行最近與我公司聯(lián)系，要求與我公司建立業(yè)務加納阿克拉的下述商行最近與我公司聯(lián)系，要求與我公司建立業(yè)務關系，并作為我公司在加納共和國的關系，并作為我公司在加納共和國的分代理分代理，推銷推銷我方我方“三星三星”牌電牌電氣和電子產品。氣和電子產品。西非進出口公司西非進出口公司阿克拉阿克拉22號郵政信箱號郵政信箱加納加納 如你行能提供上述商行的財政和業(yè)務情況，將十分感謝。如你行能提供上述商行的財政和業(yè)務情況，將十分感謝。 你行提供的任何資料，我們都將你行提供的任何資料，我們都將嚴格保密嚴格保密，并且毫無疑問，對此我

27、，并且毫無疑問，對此我公司將非常感謝。公司將非常感謝。 啟啟III. Specimen Letters (2)Gentlemen:Credit Information The under-mentioned firm, of Accra, Ghana, has lately approached us, asking to establish relations with us and promote the sales of our “Three Stars” Electric Products in the Republic of Ghana as our sub-agents:West

28、African Import /Export Co.P.O. Box 242, AccraGhana We would therefore highly appreciate it if you would let us have information about the financial and business standing of the above firm. Any information that you may give would be treated in strict confidence and would doubtlessly be very much appr

29、eciated. Yours faithfully,IV. Useful Expressions(1) We are a state-operated corporation, handling the export of animal by-products and we are willing to enter into business relations with your firm.我們是國營公司，經營土畜產品出口業(yè)務，我們愿與貴公我們是國營公司，經營土畜產品出口業(yè)務，我們愿與貴公司建立業(yè)務關系。司建立業(yè)務關系。 IV. Useful Expressions(2) This is t

30、o introduce the Pacific Corporation as exporters of light industrial products having business relations with more than 80 countries in the world.茲介紹太平洋公司，它是輕工業(yè)產品的出口商，與世界茲介紹太平洋公司，它是輕工業(yè)產品的出口商，與世界80多個國家有業(yè)務關系。多個國家有業(yè)務關系。IV. Useful Expressions(3) We write to introduce ourselves as exporters of fresh water

31、 pearls having many years experience in this particular line of business.特來函自我介紹，作為淡水珍珠的出口商，我們在這一業(yè)特來函自我介紹，作為淡水珍珠的出口商，我們在這一業(yè)務方面有著多年的經驗。務方面有著多年的經驗。 IV. Useful Expressions(4) We take the opportunity to introduce ourselves as large importers of fertilizers in our country.請允許我們借此機會做個自我介紹，我們是本國一家大的請允許我們借此

32、機會做個自我介紹，我們是本國一家大的化肥進口商?；蔬M口商。 IV. Useful Expressions(5) On the recommendation of Merrs. Harvey & Co., we have learned with pleasure the name of your firm.由于哈維公司的推薦，我們高興地得知貴公司的名稱。由于哈維公司的推薦，我們高興地得知貴公司的名稱。 IV. Useful Expressions(6) We take the liberty of writing to you with a view to doing business wi

33、th you.我們冒昧自薦，希望和你們做生意。我們冒昧自薦，希望和你們做生意。 IV. Useful Expressions(7) Through the courtesy of Mr. Freemen, we are given to understand that you are one of the leading importers of electric goods in your area and wish to enter into business relations with us.承蒙佛利蒙先生介紹，我們得知貴公司是當?shù)刂饕囊患页忻煞鹄上壬榻B，我們得知貴公司是當?shù)刂饕?/p>

34、的一家產品進口商，且希望與我們建立業(yè)務關系。產品進口商，且希望與我們建立業(yè)務關系。IV. Useful Expressions(8) We express our desire to establish business relations with your firm.我們愿與貴公司建立業(yè)務關系。我們愿與貴公司建立業(yè)務關系。 IV. Useful Expressions(9) Your letter expressing the hope of establishing business connections with us has been received with thanks.來函

35、收悉，得知貴方愿與我方建立業(yè)務關系。來函收悉，得知貴方愿與我方建立業(yè)務關系。IV. Useful Expressions(10) We now avail ourselves of this opportunity to write to you with a view to entering into business relations with you.我們借此機會致函貴公司，希望建立業(yè)務關系。我們借此機會致函貴公司，希望建立業(yè)務關系。 IV. Useful Expressions(11) Specializing in the export of Chinese foodstuffs,

36、 we wish to express our desire to trade with you in this line.我們專營中國出口食品，希望和貴公司做本行業(yè)的買賣。我們專營中國出口食品，希望和貴公司做本行業(yè)的買賣。IV. Useful Expressions(12) Our mutual understanding and cooperation will certainly result in important business.我們之間的相互了解與合作必將促成今后重要的生意。我們之間的相互了解與合作必將促成今后重要的生意。 conversationsnDialogue 1 A:

37、 How do you do? B: How do you do? Nice to meet you, Ms. Smith. Im Jack Stevens from the Marketing Department. Here is my card. A: Its nice to meet you, Mr. Stevens. B: Please call me Jack. Have a seat, please. A: Thank you. nDialogue 2 A: Ah, these are the machines were interested in. May we have a

38、look at them? B: Certainly. But they are in the showroom. A: Is it far from here? B: Not very far. Its only half an hours car ride. Are you free now? A: I will be free tomorrow afternoon. Suppose we make it, say three oclock tomorrow afternoon. Could you manage that? B: Yes. Ill pick you up at your

39、hotel. nDialogue 3 A: Good morning. My name is Mr. Brown. Im from Australia. Here is my card. B: Thank you. Im pleased to meet you, Mr. Brown. My name is Kathy Perless, the representative of Green Textile Import and Export Corporation. A: Pleased to meet you too, Ms. Perless. I travel a lot every ye

40、ar on business, but this is my first visit to your country. I must say I have been much impressed by your friendly people. B: Thank you for saying so. Have you seen the exhibition halls? On display are most of our products, such as silk, woolen knitwear, cotton piece goods, and garments.A: Oh, yes.

41、I had a look yesterday. I found some of the exhibits to be fine in quality and beautiful in design. The exhibition has successfully displayed to me what your corporation handles. Ive gone over the catalogue and the pamphlets enclosed in your last letter. Ive got some idea of your exports. Im interes

42、ted in your silk blouses. B: Our silk is known for its good quality. It is one of our traditional exports. Silk blouses are brightly colored and beautifully designed. Theyve met with great favor overseas and are always in great demand. V. ExercisesFill in the blanks with the following words or expre

43、ssions:through the courtesy ofupon receipt of to enclosesamples and quotations to introduce appreciatedto take the liberty ofadvertisement in reply toas for samples(1) This is to _ ourselves as one of the leading exporters of garments in China.Key: introduce(2) We _ of introducing ourselves.Key: tak

44、e the liberty ofV. ExercisesFill in the blanks with the following words or expressions:through the courtesy ofupon receipt of to enclosesamples and quotations to introduce appreciatedto take the liberty ofadvertisement in reply toas for samples(3) We _ a price list for our export items.Key: enclose(

45、4) We have seen your _ in the Textile Journal and should be glad you would send us by return patterns and prices of good and medium quality cotton available from stock.Key: advertisementsV. ExercisesFill in the blanks with the following words or expressions:through the courtesy ofupon receipt of to

46、enclosesamples and quotations to introduce appreciatedto take the liberty ofadvertisement in reply toas for samples(5) Several of my customers have recently expressed interest in your waterproof garments and enquired about their quality. We should be glad if you could send us _.Key: samples and quot

47、ations(6) _, we shall be pleased to send you on request.Key: As for the samplesV. ExercisesFill in the blanks with the following words or expressions:through the courtesy ofupon receipt of to enclosesamples and quotations to introduce appreciatedto take the liberty ofadvertisement in reply toas for

48、samples(7) _ your letter of July 8, we are sending you separately our illustrated catalogue and latest pricelist for Chinese sundry goods.Key: In reply to(8) Your early reply would be _.Key: appreciatedV. ExercisesFill in the blanks with the following words or expressions:through the courtesy ofupon

49、 receipt of to enclosesamples and quotations to introduce appreciatedto take the liberty ofadvertisement in reply toas for samples(9) _ of Mr. Hughs, we have your name as a firm who is interested in our tapes.Key: Through the courtesy of(10)We shall ship the goods _ your L/C.Key: upon receipt ofVI.

50、Dialogues (1)n歡迎您來我們公司，史密斯先生。nWelcome to our company, Mr. Smith.n謝謝。Thank you.n請喝杯龍井綠茶。nPlease have a cup of Dragon Well green tea.n我很喜歡中國茶。nThanks. I like Chinese tea very much.n很高興。順便問一下，史密斯先生，您這是第一次來中國嗎？nGlad you like it. By the way, is this your first visit to China, Mr. Smith?n是的。作為國際商用機器公司(IBM

51、)的代表，我希望能與你們達成交易。nYes, as a representative of IBM, I hope to conclude some business with you.VI. Dialogues (1)n我們也希望與對方擴大業(yè)務。nWe also hope to expand our business with you.n這是我們共同的愿望。nThis is our common desire.n我想您也許了解中國在對外貿易中采取了靈活的政策。nI think you probably know China has adopted a flexible policy in h

52、er foreign trades.n是的，我已經讀到了，但我想了解更多的情況。nYes, Ive read it, but Id like to know more about it.n是呀！“百聞不如一見”。nRight. Seeing is believing.n說得好。nSure.VI. Dialogues (2)Ms Wang (Host) and Mr. Green arrive at the Shangri-la Hotel.n主方：主方：我們到了。這個飯店是全市最好的賓館之一。我已給你訂了我們到了。這個飯店是全市最好的賓館之一。我已給你訂了個單間。個單間。登記登記之前，我還想問問你對