國際經(jīng)貿(mào)英語實(shí)務(wù)第01章

Part2BusinessNegotiationChapter1EstablishingBusinessRelationship1.1BackgroundInformationAsweallknow,nocustomers,nobusiness.Ingeneralitcanbedividedintotwosteps.Thefirststepistotrytogettherelevantinformationaboutanewcustomer.Suchinformationcanbeobtainedthroughfollowingchannels:(1)banks;(2)ChambersofCommerceinforeigncountries;(3)TradeDirectory;(4)ChineseCommercialCounselor’sOfficeinforeigncountries;(5)BusinessHouseofthesametrade;(6)advertisementandexhibition;(7)marketresearch;(8)theinternet;(9)introductionfromotherfirmsorfriends.Thesecondstepistostartsendingalettertothepartiesconcerned.Usually,suchaletterbeginsbytellingtheaddresseehowhisnameisknown,andotherinformationasto(1)thesourceofhisinformation;(2)thewillingtoestablishrelationshipswithhim;(3)thebusinessscopeofyourfirmandalsothebranchesandliaisonoffices,ifany;(4)thereferenceastoyourfirm’sfinancialpositionandintegrity;(5)theinformationaboutsamples,pricelist,catalogue,etc.,ifyouareanexporter.1.2SituationalConversationSection1:WishingtoEstablishBusinessRelationsMr.DavidBrown,thesalesmanagerofWesternElectronicsisholdingadiscussionwithMr.Yang,themarketingmangerofNewtimeElectronicsI/ECORP.LTD.attheAnnualTradeFairExhibitionheldinGuangzhou,China.Theyaretryingtofindoutpossibilityofestablishingmutualbusinessrelationship.Mr.Brown:Goodafternoon!IamDavidBrownfromWesternElectronicsinAmerica.Here’smybusinesscard.Mr.Yang:It’sapleasuretomeetyou,Mr.Brown.MynameisYangJian.I’mgladyoucanstopbyourboothtoday.Pleasefeelfreetotakeourbrochureandillustrationcatalogue.Mr.Brown:Gladtomeetyou,Mr.Yang.BeforemytriptoGuangzhou,we’veobtainedyournameandaddressfromMr.Smith,whohasdonebusinesswithusformanyyears.We’vealsosentyoualetterseekingforcooperation.Afterknowingyou’llholdthecommoditiesfairinGuangzhou,Idecidedtocomehereinpersontoexplorethepossibilityofbuildingfriendlybusinessrelationshipwithyou.Mr.Yang:Terrific!We’llappreciatetoenterintobusinessrelationswithyourfirm.Mr.Brown:Thankyou,Mr.Yang.ThroughourCommercialCounselor’sOfficeinChina,wehavefoundthatyou’reoneoftheleadingexportersofelectroniccomponentsinChina.Toacquireageneralideaofthevariouskindsofyourproducts,we’dlikeyoutoprovideacatalogueandapricelistforourreference.Thereisakeencompetitionintheinternationalmarket.Ifyourpricesarecompetitive,weshallbepleasedtoplaceanorderwithyou.Mr.Yang:Hereisacopyofourillustrationcatalogueandapricelistcoveringgoodswearehandling.Shouldyoufindinterestinouritems,pleaseletusknow.We’vebeeninthissceneformorethantenyears,andourpricescomparefavorablywiththepricesofthesamekindofproductsontheworldmarket.Mr.Brown:That’ssuperb.Well,firstly,letmeseeyourexhibits,thenwewillstudyyourcatalogueandquotationsofyourproductstoletyouknowwhichitemsweareinterestedin.Thenwecanhavefurtherdiscussionstomorrow.Mr.Yang:Thatwillbefine.Seeyoutomorrow,then.Section2:HopingtoEstablishLong-TermTradeRelationsMr.

Yang:Youmusthaveseentheexhibitionhalls.Haveyouseenourelectroniccomponents?Ondisplayaremostofourelectronicproducts.Mr.Brown:Yes.Ihadalookyesterday.Ifoundsomeoftheexhibitsfineinqualityandhavedifferentsizesindesign,caterforourneeds.Bytheway,Ihavetosaythattheexhibitionhassuccessfullyshoweduswhatyourcompanydealsin.Ibelievethatwecandoalotofbusinessinthisline.Wewishtobuildalong-termbusinessrelationshipwithyourcompany.Mr.Yang:Yourdesirejustcoincideswithours.Welookforwardto,byjointefforts,doinglong-termbusinesswithyou.Oneofourprinciplesistoseetoitthatcontractsarehonoredandcommercialintegritymaintained.Mr.Brown:That’sfine.Ourfinancialposition,creditstanding,andtradereputation,youmayrefertotheBankofChina,Guangzhoubranchortoourlocalchamberofcommerce.OnecanalwaysexpectafairdealwhentradingwithChina.Everyonespeakshighlyofyourcommercialintegrity.Mr.Yang:Thankyouforyourpraiseandusefulinformation.Wefocusonimprovingthequalityofourproductscontinuouslyinordertoincreasethecompetitivenessofourcompany.Asyouknow,we’vebeendoingbusinessonthebasisofequalityandmutualbenefit.Establishingbusinessrelationswillnodoubtbringaboutclosertiesbetweenus.Mr.Brown:Oh,thatsoundsquiteinspiring.I’llsendafaxhome.AssoonasIreceiveadefiniteanswer,I’llmakeaspecificinquiry.Mr.Yang:Well,we’llthenmakeanofferassoonaspossible.Ihopealotofbusinesswillbeconductedbetweenus,andIcanassureyouofourclosecooperation.Mr.Brown:SodoI.1.3EmailCommunicationLetter1:ALetterfromanImportertoanExporterDearSirs，YournameandaddresshavebeengiventousbyourCommercialCounselor’sOfficeinChinaasoneoftheleadingexportersofelectroniccomponentsinyourcountry.Wearewritingtoyouinthehopeofestablishingbusinessrelationswithyou.WetakethisopportunitytointroduceourselvesasoneofthelargestcomputermanufacturesinAmericaforyears.Atpresent,wewishtoobtainsupplyoftheelectroniccomponentsmadeinChina.Weshouldappreciateyourcatalogueandquotationsofyourproducts,andweshallgladlystudythesalespossibilitiesinourmarket.Weshallalwaysbeveryhappytohearfromyouandwillcarefullyconsideranyproposallikelytoleadtobusinessbetweenus.YourstrulyLetter2:ALetterfromExportertoanImporterDearSirs,ThroughthecourtesyoftheChamberofCommerceinTokyo,Japan,wecometoknowthenameandaddressofyourfirm.WenoticethatyouareinterestedindoingbusinesswithChina.Wehavethepleasureofintroducingourselvestoyouasastatecorporationspecializingintheexportofmetalandmineralproducts.Wehavebeeninthislineforovertwodecadesandhavemanycustomersandfriendsinover80countiesandregions.Wewouldliketoestablishbusinessrelationswithyouonthebasisofequality,mutualbenefitandtheexchangeofneededgoods.Togiveyouageneralideaofthevariouskindsofourproductsavailablenowforexport,weareenclosinghereacatalogueandapricelistforyourreference.Shouldyoufindinterestinouritems,kindlyletusknow.Wewouldbepleasedtogiveyouourlowestquotationuponreceiptofyourdetailedrequirements.Welookforwardtoreceivingyourspecificinquiryverysoon.YoursfaithfullyLetter3:AReplytotheRequestfortheEstablishmentofBusinessRelationsDearSirs,WethankyouforyourletterdatedDecember3,andshallbepleasedtoenterintobusinessrelationswithyou.Incompliancewithyourrequest,wearesendingyou,underseparatecover,ourlatestcatalogueandpricelistcoveringourexports.Ifanyoftheitemslistedinthecataloguemeetsyourinterest,pleaseletushaveyourspecificinquiry,andourquotationwillbeforwardedwithoutdelay.Welookforwardtoyourfavorablereply.Yoursfaithfully1.4PracticalSkillsSkill1:ExplanatoryNotesonTechnicalTerms1.cataloguen.商品，產(chǎn)品，展品目錄；貨物價(jià)目表；vt.把……編目分類；把……編入目錄；vi.編目錄；按確定價(jià)格收入目錄(1)Hecataloguedalltheinsectsinhiscollection.(2)HecataloguedthewholecollectionofbookspresentedbyProfessorSmith.(3)Thisstampcataloguesattwodollars.2.enterinto(1)參加；開始從事。例如：Weenteredintothesportwithzest.(2)開始(談判、討論等)；開始考慮(或研究、提供)(情況、細(xì)節(jié)等)。例如：Wewillenterintothequestionofinheritedcharacteristicsatafuturetime.(3)簽訂(契約、合同等)；締結(jié)(條約)；開始受(條約、協(xié)議、契約、合同等)約束；為……承擔(dān)責(zé)任。例如：toenterintoanengagementwithsomeone3.chamberofcommerce商會(huì)ArecentreportbytheEuropeanUnionChamberofCommerceinChinaestimatesthatinearly2009thesteelindustrywasoperatingatonly72%ofcapacity.4.onthebasisofequalityandmutualbenefit在平等互利的基礎(chǔ)上Chinamaintainsthedevelopmentofinternationalcooperationincivilaviationandspaceindustriesonthebasisofequalityandmutualbenefit.5.coincidevi.一致，符合；同時(shí)發(fā)生Inthepast,risingexpectationsforRenminbiappreciationintheforwardsmarkethavetendedtocoincidewithhotmoneyinflows.6.financialposition財(cái)務(wù)狀況

Thefinancialpositionreflectsacorporation’sliquidityandrelateddebt-payingability.7.creditstanding信用狀況WereferyoutoTheBankofSwitzerlandifyouwishtomakeanyinquiriesonourcreditstanding.8.tradereputation貿(mào)易聲譽(yù)，商業(yè)信譽(yù)Tradereputationisaemphaticprobleminlegalrealmandeconomicrealminrecentyears.9.line行業(yè)；行當(dāng)；職業(yè)；業(yè)務(wù)(1)Wehavebeeninthislineformanyyears.(2)Thisisagoodlineofhardware.10.mutualbenefit(interest,advantage)互惠互利Expandingtradebetweenuswillbetoourmutualbenefit.11.quotation行情(報(bào)告)；牌價(jià)；報(bào)價(jià)單；估價(jià)單Inordertobeabletocheckandcomparepricequotation,weneedcurrentlyapplicableinsurancerate.12.cooperationn.合作，協(xié)作cooperatev.合作，協(xié)作(1)Let’scooperatewitheachotherforourmutualbenefits.(2)Ineedyourcooperationinthismatter.13.totaketheopportunitytointroduce利用機(jī)會(huì)介紹(1)Wetakethisopportunitytointroduceourselvesasalargeimporteroffertilizersinourcountry.(2)Wetaketheopportunitytointroduceourcompanyasanexporterdealingexclusivelyinleathergoods.14.tohave(owe)one’snameandaddressfrom…從……處得知某人名字和地址(1)WehaveyournameandaddressfromChinaCouncilforthePromotionofInternationalTrade.(2)Wearegladtohaveyournameandaddressfrom“TheJournalofCommerce”.Skill2:UsefulExpressions1.Theprinciplesofwritingareasfollows:(1)Writetheletterasshortaspossible;(2)Inpolitelanguage,withcourteousandsincereattitude;(3)Directtothepointattheveryfirstparagraph;(4)Saysomethingaboutyourcompany;(5)Listsomewell-knowncustomers,ifany;(6)Expressclearlyyourdesireofcooperation.2.Self-introduction(1)Weare…我們(我方、我公司)為……Weareastate-operatedcorporation,handlingtheexportofanimalby-products.(2)Thisistointroduce…as…茲介紹……為……ThisistointroducethePacificCorporationasanexporteroflightindustrialproductshavingbusinessrelationswithmorethan70countriesintheworld.(3)towritetointroduce寫信介紹Wewritetointroduceourselvesasanexporteroffreshwaterpearlshavingmanyyears’experienceinthisparticularlineofbusiness.(4)toinformsb.that…告知某人

Wearepleasedtoinformyouthatwehandleawiderangeofelectricfans.(5)totakethelibertyofdoingsth.冒昧地作自我介紹

a.Wetakethelibertytowritetoyouwithaviewtodoingbusinesswithyou.b.Wetakethelibertyofintroducingourselves.(6)toownone’snameandaddressto…承蒙……告知……WeoweyournameandaddresstoItalianCommercialBankwhohasinformedusthatyouareinthemarketforball-bearing.(7)tobetransferred(forwarded)to…forattention轉(zhuǎn)交……處理YourinquiryhasbeenforwardedtousforattentionfromtheCommercialCounselor’sOfficeoftheChineseEmbassyinRome.(8)throughthecourtesyof…感謝/承蒙……的推薦和介紹ThroughthecourtesyoftheParisChamberofCommerce,wehaveyournameasafirmwhoisinterestedindoingbusinesswithus.3.從事/經(jīng)營某行業(yè)\某業(yè)務(wù)(1)specializein/bespecializedin專門經(jīng)營Ourcompanyspecializesinimportingartsandcraftsformanyyears.(2)inthelineof從事某行業(yè)、某業(yè)務(wù)Wehavebeenformanyyearsinthetextilelines.(3)dealin經(jīng)營(商品)，后接商品名稱Theydealinleathershoes.4.foryourreference;foryourguidance;foryourinformation;foryourconsideration;foryourperusal供貴方參考Weareenclosingherewithacatalogueandaprice-listforyourreference.5.enterinto/setup/openup/buildup/establishbusinessrelations/businessconnections建立貿(mào)易關(guān)系6.placeanorderwithsb.forsth.向某人訂購……

Ifyourpricesarecompetitive,weshallbepleasedtoplaceanorderwithyouforgloves.有關(guān)訂單的表達(dá)法：(1)placeanorderforalargequantity(of)大量訂購(2)regularorder長(zhǎng)期訂貨(3)trialorder試單(4)first/initialorder首筆訂單(5)substantialorder大宗訂單(6)repeatorder再次訂單/續(xù)訂單(7)ordersth.withsb.向某人訂購

第二部分

商務(wù)談判第一章

建立業(yè)務(wù)關(guān)系一、背景知識(shí)一般來說建立業(yè)務(wù)關(guān)系可以分兩步走。第一步是設(shè)法取得新客戶的相關(guān)信息。這類信息可以通過以下渠道獲得：(1)銀行；(2)外國商會(huì)；(3)貿(mào)易行名錄；(4)中國駐外國商務(wù)參贊處；(5)同行商會(huì)；(6)廣告和展覽；(7)市場(chǎng)調(diào)查；(8)網(wǎng)絡(luò)；(9)第三方公司或朋友的介紹。第二步是開始向?qū)Ψ桨l(fā)函。通常這類信件會(huì)告訴收信人你怎樣得知他的地址以及其他方面的信息，例如：①信息來源；②與對(duì)方建立關(guān)系的意愿；③你公司的業(yè)務(wù)范圍以及分公司和聯(lián)絡(luò)處(如果有的話)；④你公司的資信情況；⑤若是出口方，提供諸如樣品、價(jià)目單、目錄等信息。二、情景對(duì)話

對(duì)話1：希望建立業(yè)務(wù)關(guān)系

大衛(wèi)·布朗先生，西方電子公司采購部經(jīng)理；楊先生，新時(shí)代電子進(jìn)出口有限公司市場(chǎng)部經(jīng)理。兩人正在中國廣州年度交易博覽會(huì)上進(jìn)行磋商。雙方都在積極尋找建立業(yè)務(wù)關(guān)系的可能性。布朗先生：下午好！我是美國西方電子公司的大衛(wèi)·布朗。這是我的名片。楊先生：很高興見到您，布朗先生。我是楊健。很高興您今天能在我們的展位駐足。請(qǐng)隨意取閱我們的小冊(cè)子和附圖目錄。布朗先生：很高興見到您，楊先生。在我來廣州之前，通過與我們有多年合作關(guān)系的史密斯先生，獲悉貴公司名稱和地址。我方也已給貴公司發(fā)函尋求合作。得知貴公司將參與廣州的商品展會(huì)，我決定親自來此看看我們建立友好業(yè)務(wù)關(guān)系的可能性。楊先生：太好了！能與貴公司建立業(yè)務(wù)關(guān)系我方不勝感激。布朗先生：謝謝您，楊先生。我們從我國駐貴國商務(wù)參贊處了解到貴公司是中國電子產(chǎn)品零部件最主要的出口商之一。為了具體了解貴公司的產(chǎn)品種類，我們希望您能提供一份產(chǎn)品目錄和價(jià)格單以供參考?，F(xiàn)在國際市場(chǎng)上競(jìng)爭(zhēng)很激烈，如果貴公司的價(jià)格有競(jìng)爭(zhēng)力，我方將向貴公司下訂單。楊先生：這是我們的附圖目錄和包括我們所經(jīng)營商品的價(jià)格單。如貴公司對(duì)我們的產(chǎn)品感興趣，敬請(qǐng)告知。我們從事這一行業(yè)已經(jīng)有十多年了，與國際市場(chǎng)同類產(chǎn)品價(jià)格相比,我們的價(jià)格很優(yōu)惠。布朗先生：好極了。我們先看看貴公司的展品，研究一下產(chǎn)品目錄和報(bào)價(jià)，再告訴貴公司，我們對(duì)哪些產(chǎn)品感興趣。明天我們?cè)龠M(jìn)一步商談。楊先生：好的，明天見！對(duì)話2：希望建立長(zhǎng)期的業(yè)務(wù)關(guān)系楊先生：您一定已經(jīng)參觀過展廳了吧。您看見我們的電子產(chǎn)品零部件了嗎？我們的大部分電子產(chǎn)品都在那里展出。布朗先生：是的，我昨天已經(jīng)參觀過了。我發(fā)現(xiàn)有些產(chǎn)品質(zhì)量好，設(shè)計(jì)的尺寸靈活，滿足客戶需求。另外，不得不說展覽會(huì)成功地向我們展示了貴公司所經(jīng)營的產(chǎn)品情況。我相信在這一行業(yè)，我們有許多業(yè)務(wù)可做。我們希望與貴公司建立長(zhǎng)期的業(yè)務(wù)關(guān)系。

楊先生：我們雙方的意愿是一致的。我們希望，通過共同的努力能與貴公司長(zhǎng)期合作。我們的一條原則是務(wù)必要重合同、守信用。布朗先生：好的。關(guān)于我們的財(cái)務(wù)狀況、信用地位、貿(mào)易聲譽(yù)，貴公司可向中國銀行廣州分行或我們的當(dāng)?shù)厣虝?huì)咨詢。跟中國人做買賣通常都能做到公平交易。大家都高度贊揚(yáng)你們的商業(yè)信譽(yù)。楊先生：謝謝你的贊揚(yáng)和提供的有用信息。為了提升公司的競(jìng)爭(zhēng)力，我們專注于產(chǎn)品質(zhì)量的不斷改進(jìn)。正如你所了解的，我們一直在平等互利的基礎(chǔ)上開展業(yè)務(wù)。業(yè)務(wù)關(guān)系的建立無疑會(huì)使我們之間的關(guān)系更密切。布朗先生：哦，聽上去很激勵(lì)人心啊。我會(huì)發(fā)一份傳真回去。一收到肯定的答復(fù)，我就提供具體的詢盤。楊先生：到時(shí)我們一定盡快報(bào)價(jià)。希望我們之間能做成很多生意，我們保證全力合作。布朗先生：我們也是。三、郵件往來

郵件1：進(jìn)口商給出口商寫信請(qǐng)求建立業(yè)務(wù)關(guān)系執(zhí)事先生：承蒙我國駐中國商務(wù)參贊處告知貴公司商號(hào)和地址，我們得知貴公司是中國電子產(chǎn)品零部件最主要的出口商之一。特此致函給您，期望同貴公司建立業(yè)務(wù)關(guān)系。今借此機(jī)會(huì)，特向貴公司介紹，本公司多年來一直是美國最大的計(jì)算機(jī)制造商之一。目前，希望得到中國制造的電子產(chǎn)品零部件的供貨。如能收到你方產(chǎn)品目錄及報(bào)價(jià)，將不勝感激，同時(shí)我方很愿意研究其在我方市場(chǎng)的銷售前景。盼早日得知貴方回音，我方將認(rèn)真考慮所有可能達(dá)成交易的建議。敬上郵件2：出口商給進(jìn)口商寫信請(qǐng)求建立業(yè)務(wù)關(guān)系執(zhí)事先生：承蒙日本東京的商會(huì)告知貴公司商號(hào)和地址，我們得知貴公司有意與中國建立業(yè)務(wù)關(guān)系。我們很高興向貴公司介紹我公司。我們是一個(gè)專門從事五金礦產(chǎn)品出口的國營公司。我們已經(jīng)立足于這一行20多年，而且在80多個(gè)國家和地區(qū)擁有許多客戶和朋友。我們希望在平等互利、互通有無的基礎(chǔ)上與貴公司建立業(yè)務(wù)關(guān)系。為使貴方了解我方現(xiàn)有的出口產(chǎn)品，故隨函附上產(chǎn)品目錄和價(jià)目表各一份，供參考。如貴方對(duì)我們的產(chǎn)品感興趣，敬請(qǐng)告知。一俟收到貴方具體詢函，我方將欣然為您提供我們的最低報(bào)價(jià)。盼望收到貴方的具體詢盤。敬上郵件3：對(duì)建立業(yè)務(wù)關(guān)系請(qǐng)求的回復(fù)執(zhí)事先生：貴方12月3日來函收悉，謝謝。資欣告，我方愿意與貴方建立業(yè)務(wù)關(guān)系。按照貴方要求，現(xiàn)另封寄上我方出口產(chǎn)品的最新目錄和價(jià)目表。如果貴方對(duì)我方目錄所列的任何產(chǎn)品感興趣，敬請(qǐng)具體詢盤，一收到，我們將立刻為您提供我們的報(bào)價(jià)。盼望收到貴方的回復(fù)。敬上四、實(shí)用技能

技能1：專用術(shù)語解釋1.cataloguen.商品，產(chǎn)品，展品目錄；貨物價(jià)目表；vt.把……編目分類；把……編入目錄；vi.編目錄；按確定價(jià)格收入目錄(1)他將所收集的昆蟲分門別類記錄。(2)他把史密斯教授捐贈(zèng)的全部藏書編入目錄中。(3)這張郵票的目錄價(jià)格為2美元。2.enterinto(1)參加；開始從事。例如：我們熱心參加這項(xiàng)運(yùn)動(dòng)。(2)開始(談判、討論等)；開始考慮(或研究、提供)(情況、細(xì)節(jié)等)。(3)簽訂(契約、合同等)；締結(jié)(條約)；開始受(條約、協(xié)議、契約、合同等)約束；為……承擔(dān)責(zé)任。例如：和某人簽訂契約。3.chamberofcommerce商會(huì)一項(xiàng)由歐盟駐華商會(huì)發(fā)布的最新報(bào)告估算，2009年早些時(shí)候鋼鐵行業(yè)實(shí)際運(yùn)營的產(chǎn)能只有其總產(chǎn)能的72%。4.onthebasisofequalityandmutualbenefit在平等互利的基礎(chǔ)上中國主張?jiān)谄降然ダ幕A(chǔ)上廣泛開展航空航天領(lǐng)域的國際合作。5.coincidevi.一致，符合；同時(shí)發(fā)生過去，遠(yuǎn)期市場(chǎng)對(duì)人民幣升值的預(yù)期上升，往往伴隨著更多的熱錢流入。6.financialposition財(cái)務(wù)狀況財(cái)務(wù)狀況反映了一個(gè)公司的資產(chǎn)流動(dòng)性和相關(guān)的債務(wù)償還能力。7.creditstanding信用狀況如對(duì)本公司信用狀況有任何疑問，請(qǐng)向瑞士銀行查詢。8.tradereputation貿(mào)易聲譽(yù)，商業(yè)信譽(yù)商業(yè)信譽(yù)問題是近年來法學(xué)界、經(jīng)濟(jì)學(xué)界探討的熱點(diǎn)問題。9.line行業(yè)