Chapter17-代理信函.chapter17-代理信函

Chapter17代理信函AgencyLetters

跨境電商應用文寫作知識目標：基本了解代理信函的必要性，掌握代理信函的結構和分類資訊，掌握相關專業(yè)術語和常用句型。能力目標：能夠根據不同情景撰寫代理信件，熟練運用相關術語和典型句式，準確、流暢地表達信函內容。LearningobjectivesChapter17AgencyLetters商務知識（Businessknowledge）代理信函類型

（

TypesofLetter）代理信函分類（ClassificationsofLetter）3IntroductionChapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters代理信的概念和作用

代理又稱商務代理。在商業(yè)買賣中，除了由買賣雙方直接洽談生意外，常常為了開拓業(yè)務和簡化逐筆談判業(yè)務的繁瑣步驟，可以根據業(yè)務需要，在一些國家或地區(qū)選擇可靠的客戶建立代理關系（AgencyRelation），委托代理商在指定的地區(qū)和一定期限內，從事合同規(guī)定領域、程度、時間的商務活動行為。Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters代理信函的類型

在國際貿易活動中，委托代理（商）是常見的一種貿易形式。主要有三種類型：傭金代理、獨家代理和一般代理。Agreatnumberofinternationaltradesarehandlednotonlybydirectnegotiationsbetweenthebuyersandthesellers,butalsobymeansofagency.Generalspeaking,agentmaybeclassifiedintothreemaintypes.Theyarecommissionagent,sole(exclusive)agentandgeneralagent.Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters

（1）Commissionagency

傭金代理傭金代理是基于代理人或委托人指示和合同條款規(guī)定，而行使的交易職權和交易活動。代理商從中收取一定比例的傭金。Thecommissionagencymeansthetradeactivitiesupontheinstructionsfromhisprincipaltosellgoodsonthebesttermsobtainable.Thecommissionagentmaybeafirmoraperson.Hechargesacertainamountofcommissionforhisservicesundersomekindofagreementorcontract.Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters（2）Soleagency獨家代理獨家代理是被代理方授予獨家代理權利后，根據合同協議而進行商品交易活動，可以從中收取傭金。Thesoleagencyreferstotheactingexclusivelyforoneprincipalwithexclusiverightstosellcertaincommoditiesonacommissionbasisinacertainareainaccordancewiththeagreementconcluded.Thesoleagentmaybeapersonorafirm。Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters（3）Generalagency一般代理一般代理也是根據代理人意愿或合同協議要求，代理委托方進行的商品交易的活動，并收取一定比例的傭金。一般代理有時也稱為傭金代理。Thegeneralagencyalsomeansthetradeactivitiesundersomedegreesofinstructionsfromhisprincipalstosell(ortobuy)goodsonthebesttermsobtainable.Commissionisallowedbasedonagreementorcontract.Thegeneralagentmayalsobeafirmoraperson.Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters代理信函的分類

Agencylettersareusuallydividedintothefollowingfourtypes:(1)Lookingforanagent(尋找代理)

Theprincipalvolunteeredtowritetoseekforanagentbothathomeorabroad.(2)Applyingforanagent(申請代理)Thepartywhowantstobeanagentvolunteeredtowritetoseekforaprincipalbothathomeorabroad.Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters代理信函的分類

Agencylettersareusuallydividedintothefollowingfourtypes:(3)Agreeingtotheagent(同意代理)

Theprincipalagreestotheapplicationforanagentorthepotentialagentagreestotheacceptancefortheagency.(4)Refusingtheagent(拒絕代理)Theprincipalorthepotentialagenthasrightstodeclinetheotherside’srequest.Butthelettershouldbepolitebutconvincing..Chapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLettersTask1Task211TasksChapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLettersTask1假設你是上海某一棉織品貿易有限公司的市場銷售部人員王小林，因為需要擴大海外市場，你公司正在尋找代理商。寫作給Mr.Adams先生,說明代理商的工作地點，即亞太區(qū)（AsiaPacific）,表明代理商要進行產品營銷，負責產品銷售的相關業(yè)務。信中還隨函了包括公司和產品的介紹在內的相關資料。注意信中應包含以下內容：（1）信函開頭交待一下對方有意成為代理商的信息來源。（2）表明是你方公司想尋找一個代理商（3）說明工作地點--亞太區(qū)（AsiaPacific）（4）說明工作職責，如負責市場營銷和產品開發(fā)等（5）期盼回復。Sample1DearMr.Adams,Yournamecametousfromamutualfriend,Mr.BiaoCocoyongfromKorea,whothinksyoumightbeinterestedinourlineofproducts,namelybedsheetsandpillowcases.AlthoughweexportlargequantitiesofproductstoEuropeandNorthAmerica,wehavenotyettoestablishsteadydistributionchannelsintheAsian-Pacificregion.Wearecurrentlyseekinganagenttorepresentusintheregion.Theagentwillbefullyresponsibleforproductmarketingandalltherelevantbusinessesinthetargetmarket.

Sample1Theattachedmaterials,includingtheintroductionofourcompanyandproductsareforyourreference.shouldyoufeelinclinedtodiscussopportunitiesforcooperationandmutualbenefits,feelfreetocontactmeat86-10-11335577.Sincerelyyours,WangxiaolingTel：886-10-11335577；Fax：86-10-11335578E-mail：wxl@126.comTask2假設你是巴基斯坦一家電視大賣場市場銷售部經理LauraJack，你寫信給H&K公司總經理Mr.Simpson先生，表示你方愿意成為他們在巴基斯坦TCL彩電的獨家代理。信中告之對方公司，在過去的五年中，你方一直在巴基斯坦國內銷售TCL高清彩電，且市場銷售情況良好。還需要說明，如果能成為獨家代理，未來三年的年營業(yè)額分別達到50,000,60,000和70，000臺電視，希望拿到所有營業(yè)額15%的傭金。在履行代理商合同有效期內，將不再代理其它任何同類產品。

注意信中應包含以下內容：（1）文章開頭表明近五年一直在巴基斯坦市場銷售對方公司TCL高清彩電。（2）表明市場運營情況較好。（3）愿意成為在巴基斯坦市場TCL彩電的獨家代理。（4）保證未來三年年營業(yè)額逐年上升，顯示你方作為獨家代理的實力和資格。（5）希望拿到所有營業(yè)額15%的傭金。（6）在代理合同有效期內，不再代理其它任何同類產品。。Sample2DearMr.Simpson,

ForthepastfiveyearswehavebeensellingyourTCLHigh-DefinitionTelevisionSetstowholesalersandVIPdealersinallpartsofPakistan.Ourclientsareverymuchsatisfiedwithyourproductsbecausethestylesandcolorsareverymuchtothetasteofourmarket.Wehavebuiltupaconsiderablenumberofwell-establishedconnectionswithexcellentbusinessresults.

AfterwehavereallydonegoodsalesofTCLTelevisionSetsinPakistan,wewouldliketoexpressthedesiretobeyourexclusiveagentInthefollowingthreeyears,wewillachievetheannualturnoverof50,000,60,000and70,000piecesforthefirst,secondandthirdyearrespectively.Onallsales,weareentitledtoreceiveacommissionof15%.

Sample2respectively.Onallsales,weareentitledtoreceiveacommissionof15%.Duringthevalidityoftheagencyagreement,weshallnothandleanyotherproductsofthesamelineandcompetitivetypes.

IfyouagreetograntusthesoleagencywewilldevotefullattentiontothedevelopmentofyourproductsonthePakistanmarketandwillgointothematterfurther.

Welookforwardtoreceivingyourfavorablereply.

Yoursfaithfully

LauraJackAddress：7thAvenue,NewYork,USATel：78-36-45732

Fax：78-36-45731E-mail:Bigmall@hotmail.comLetter1Letter2Letter3Letter418MorelettersforreferenceChapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters19TypicalExpressionsChapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLettersWehavenotyetestablishedsteadydistributionchannelsin….

我們還沒有在…建立穩(wěn)定的銷售渠道。Wearecurrentlyseekinganagenttorepresentusintheregion.

目前正在本地區(qū)尋找能代表我方的代理商。Wearepleasedtointroduceournewproductandfeelsureyouwillfinditveryinteresting.

由非常高興介紹我方新產品，相信貴方一定會認為它很有趣。weareactivelysearchingforanagenttohelpusmarketournew-developedproducts.

我們正在積極尋找代理商以幫助我們打開新研發(fā)產品的市場。

5.1LookingforagencyWewritetoofferourservicesasyouragentsinItaly.

我們寫信是想提供服務，成為你方在意大利的代理商。If,however,youarealreadysatisfactorilyrepresentedhere,pleaseignorethisletter.

如果你方在本地區(qū)已有滿意的代理商，請忽略此信。Weasktobethesoleagentforyourproductinthenewmarket.

我們申請成為你方產品打開新市場的獨家代理。We’verepresentedsomemanufacturersinAmericaandhopeyouwillallowustoofferyousimilarservices.

我們已為美國幾家制造商成功代理，相信你方會同意我們?yōu)槟闾峁┩瑯拥姆铡?/p>

5.2 Applyingforagency

LOREMIPSUMDOLORTherearesignsofapromisingmarketforourproducts.

有跡象表明，我們的產品有很大的潛在市場前景。Itwouldbenecessaryforyoutotestthemarketforourproductsatyourend.

在你方地區(qū)測試產品在市場的反映，是很有必要的。Weensurethatwewon’thandlecompetingproductsofothermanufacturers.

我們保證不經營其他生產商具有競爭性的商品。Onallsales,weareentitledtoreceiveacommissionof15%.

我們有權提取所有銷售15%的傭金。

5.3 GivingreasonsforaskingforagencyLOREMIPSUMDOLORThankyouforyourletterof23Aprilproposingasoleagencyforourofficemachines.

感謝你4月23日的來信，信中提出想成為我方辦公機械設施的獨家代理。WehavemadeacarefulconsiderationandapprovedyourproposalofbeingthesaleagencyforourproductsinRussia.

我方經過認真的考慮，同意你方想成為我們在俄羅斯銷售產品的獨家代理的建議。

5.4

RespondingtoapplicationforagencyLOREMIPSUMDOLORIampleasedtoinformthatyouhavebeenselectedfromamongadozencandidatestoactasoursoleagentinChina.

我很高興地通知，你方在較多候選人中被選中成為我方在中國市場的獨家代理。Iregrettosaythat,atthisstage,beingourexclusiveagentwouldberatherpremature

非常遺憾，當下想成為我方獨家代理的時機還不成熟。

5.4

Respondingtoapplicationforagency代理信函寫作建議（Suggestionsforwriting）代理常識性知識(Knowledgeaboutagency)25TipsforCross-borderE-commerceChapter1

Pre-businessContactsChapter15

SalesLettersChapter17AgencyLetters

1、

Writingsuggestions（寫作建議）:（1）Aletterforapplyingforagency有關申請代理的信函Introduceyourselforyourcompanybriefly.It’simportanttofocusonyourexperienceorabilityinpromotingproducts,especiallysimilarones.Someachievementsmaybementionedslightly.Identifyyourpurposedirectly.It’snecessarytostateclearlyyourdesireasanagenttorepresentproductsoftheprincipalinyourlocalityorcountry.

代理信函寫作建議

Givereasonsforyourinterestinagency.Givingreasonswhyyouareinterestedinagencyandmakingthecounterpartbelievewhatcompetenceyouhavearetwocriticalsteps.ItisconnectedwithafavorablereplycloselyShowyourconfidence.Inwriting,youshouldbefirmandconfidentandthetoneshouldbeoptimisticandactive.

銷售信函的基本元素

代理信函寫作建議

1、Writingsuggestions（寫作建議）:（2）Aletterforreplyingtoapplicationforagency

有關回復申請的信函

Acknowledgethereceiptoftheapplicationandexpressyourappreciation.Giveresponsetotheapplicationandstatedefinitelyyourdecisionofacceptanceordeclination.

銷售信函的基本元素

代理信函寫作建議

Provideexplanationsforacceptanceordeclination.Ifthereplyisnegative,explainthereasonclearly.Ifthereplyispositive,makesomerequestsorarrangements.

Showexpectationforthemutualcooperation.Indeclination,agoodwishforfuturecollaborationbeexpressedpolitely.

銷售信函的基本元素

代理信函寫作建議

2、Knowledgeaboutagency（常識性知識）：（1）ImportanceofAgencyAgencyisindispensabletointernationalbusinessbecauseinternatio