跨境電商B2B商務英語函電 課件項目二：跨境電商B2B客戶開發(fā)

《跨境電商B2B商務英語函電》B2BCorrespondenceWritingforCross-borderE-commerce

項目二跨境電商B2B客戶開發(fā)

BasicKnowledgeSummarizing一LearningtheTypicalcases二Imitatingwriting三Professionalskillexercises五任務1:客戶開發(fā)函TranslationExercises四任務導入任務1:客戶開發(fā)函

在學習并掌握了跨境電商B2B往來商務信函寫作的基本知識后，李華又向指導她業(yè)務的業(yè)務主管請教了一些公司業(yè)務操作方面的知識，于是李華滿懷信心地繼續(xù)投入到工作之中?？墒窃撛鯓涌焖俚恼业娇蛻簦坑衷撊绾螌懗鲆环庥行У目蛻糸_發(fā)信函呢？

Establishingbusinessrelationsisthefirststepinatransactioninforeigntrade.Ifanewfirm,orratheracertaincorporationofours,wishestoopenupamarkettosellsomethingorbuysomethingfromthefirmsinforeigncountries,thepersonsinchargemustfirstofallfindoutwhomtheyaregoingtodealwith.Weshouldnotonlydoeverythingpossibletoconsolidateoldcustomersbutalsoseeknewonestoenlargeourbusiness.一、BasicKnowledgeSummarizing

Writingletterstonewcustomersfortheestablishmentofrelationsisapracticeinbusinesscommunications.Toestablishbusinessrelationswithprospectivedealersisoneofthevitallyimportantmeasureseitherforanewlyestablishedfirmsoranoldonethathopestoenlargeitsbusinessscopeandturnover.Thereareseveralchannelsthroughwhichimportersandexporterscangettoknoweachother.一、BasicKnowledgeSummarizing

1.WaysforObtainingInformationaboutanewcompany

2.TypicalSentences一、BasicKnowledgeSummarizing1.Waysforobtaininginformationaboutanewcompany1)Banks2)ChamberofCommercebothathomeandabroad

3）Tradedirectory

4)ChineseCommercialCounselor’sOfficeinforeigncountries1.Waysforobtaininginformationaboutanewcompany5)Advertisementsinnewspaperorperiodicals

6)Theintroductionfromhisbusinessconnections/recommendationbyothers,suchashissubsidiariesorbranches,agentsabroad1.Waysforobtaininginformationaboutanewcompany7)Themarketsurveys8)Visitingabroadbytradedelegationsandgroups

9)Attendanceattheexportcommoditiesfairs

10)Internet1)WeoweyournameandaddresstotheCommercialCounselor’sOfficeoftheCanadianEmbassyinNanjing.

得知貴公司名稱和地址，要感謝加拿大駐南京大使館商務參贊處。2)Wenowavailourselvesofthisopportunitytowritetoyouwithaviewtoenteringintobusinessrelationswithyou.我們借此機會給貴公司去函，希望建立業(yè)務關(guān)系。2.TypicalSentences3)ThroughthecourtesyofMr.Smith,wearegiventounderstandthatyouareoneoftheleadingimportersofcomputerinyourareaandwishtoenterintobusinessrelationswithus.

承蒙史密斯先生介紹，我們得知貴公是電腦進口商之一，而且希望與我們建立業(yè)務關(guān)系。4)YourfirmhasbeenrecommendedtousbytheChamberofCommerceinNewYork,U.S.A..美國紐約商會把貴公司推薦給我們。2.TypicalSentences5）Wewishtoexpressourdesiretotradewithyouinsilkproducts.

我們想要表達我們在絲綢產(chǎn)品上同貴方做貿(mào)易的愿望。6)Wewishtointroduceourourselvestoyouasastate-ownedenterprisedealinginshoes.茲介紹，本公司是一家專營鞋子的國有公司。2.TypicalSentences7）WespecializedintheexportofChinesetea.我們專門經(jīng)營中國茶葉。8)Inordertoexpandourexportbusinesstoyourcountry,Wewishtoenterintodirectbusinessrelationswithyou.

為了擴大出口貿(mào)易到你們國家，我們希望與貴方建立直接的業(yè)務關(guān)系。2.TypicalSentences9)Wearelookingforwardtohearingfromyousoon.我們期待早日收到你方的回復。10)Pleasesendusyourcataloguesandpricelist.

請給我們寄來貴公司的商品目錄和價格單。11)Ourlinesaremainlyprintingbedcovers.

我們經(jīng)營的主要商品是印花被套。2.TypicalSentences12)Wewouldliketoenterintobusinessrelationswithyou.

我們愿與貴公司建立業(yè)務關(guān)系。13)Astheitemsfallwithinthescopeofourbusinessactivities,weshallbepleasedtoenterintobusinessrelationswithyou.由于這些商品正好屬于我們的經(jīng)營范圍，我們會很高興與貴公司建立業(yè)務關(guān)系。14)Foryourreference,wearesendingyouthesamplesandcatalogues.

我們寄上樣品和目錄供你方參考。2.TypicalSentences15)Weexpressourwishtosetupbusinessrelationswithyou.我們愿和貴公司建立業(yè)務關(guān)系。16)Wehavecometoknowyournameandhavethepleasureofwritingthislettertoyouinthehopeofestablishingbusinessrelationswithyou.我方獲悉貴公司名稱，并榮幸去函，希望與貴公司建立業(yè)務關(guān)系。17)Wearewillingtoenterintobusinessrelationswithyouonthebasisofequalityandmutualbenefit.

我方愿在平等互利的基礎上與你方建立業(yè)務關(guān)系。。2.TypicalSentences二、LearningtheTypicalcases任務1:客戶開發(fā)函

在了解商務信函寫作的基本知識之后，業(yè)務主管打開公司電腦，結(jié)合以往業(yè)務員曾經(jīng)寫過的相關(guān)信函，悉心指導李華學習寫作尋找客戶的信函及其相關(guān)回函，這類信函也是公司拓展業(yè)務的主要渠道之一，因此大家要用心領(lǐng)悟。DearSir,Throughthecourtesyof

ourCommercialCounselor’sOfficeoftheChineseEmbassyinCanada,wehaveknownyournameandaddress.Wewishto

informyouthatwespecializein

Chinesecloth,andtheitemyouneedfallswithinthebusinessscopeofourcompany,soweshallbepleasedtoenterintobusinessrelationswithyou.Togiveyouageneralideaof

ourproducts,weencloseacompletesetofleafletsshowingvariousproductsbeinghandledbyourcorporation.Quotationsandsampleswillbesentuponreceiptofyourspecificenquiries.Welookforwardtoyourearlyreplywithmuchinterest.

YoursSincerely,JohnSmithLetter1:

Establishingbusinessrelations

1）throughthecourtesyof承蒙……的告知，經(jīng)……介紹“由某處得知某人的姓名和地址”的英文表述方式如下：Note1：“由某處得知某人的姓名和地址”的英文表述方式如下：learn/know/obtain/noteone’snameandaddressfromoweone’snameandaddresstothroughthecourtesyofontherecommendationofberecommended/introduced/giventosb.by

throughthecourtesyofourCommercialCounselor’sOfficeoftheChineseEmbassyintheU.S.A.承蒙中國駐美國大使館商務參贊處的告知

2）inform

v.通知，告知informsb.ofsth.通知某人某事informsb.that通知某人某事Note2：Pleaseinformusofthenameofsteameranddateofshipment.

請告知船名和裝運期。

3）specializein:

專門經(jīng)營Thecorporationisspecializedintheexportbusinessofelectronicproducts.本公司專營電子產(chǎn)品出口業(yè)務。Note3：SpecializingintheexportofChinesefoodstuffs,wewishtoexpressourdesiretotradewithyouinthisline.我方專業(yè)從事中國食品出口，希望在此行與你方進行貿(mào)易。

4）fallwithinthebusinessscopeof:

屬于某人經(jīng)營范圍類似表達方式還有：comeundertherangeof/liewithinthescopeofNote4：Note5：5）enterinto:

開始（建立）類似表達方式：establish/build/setupWewishtoenterintobusinessrelationswithyou.6）shipment:

n.裝運Wehavereachedanagreementwithhiminregardtotheshipment.我們已經(jīng)就裝運問題同他達成協(xié)議。Note6：7）enclose:

v.隨函附寄Weenclosedourlatestproductcatalogue.我們隨函寄上最新目錄。Note7：Note8：8）leaflet:

n.小冊子，散頁印刷品類似表達方式：pamphlet/brochure/bookletNote9：9）handle:

v.經(jīng)營（某種或某類商品）類似的表達方式：totradein/todealin/beinline10）quotation:

n.報價Thankyouforyourquotationforthecomputer.感謝你方對電腦的報價。Note10：11）sample:

n.樣品Thousandsofpeoplehavewrittenintousforafreesample.現(xiàn)已有數(shù)千人給我們來信索要免費樣品。Note11：Note12：12）uponreceiptof:

一收到Uponreceiptofyourshippinginstructions,wewillsendthegoods.收到你方的裝船說明，我方即發(fā)送貨物。Note13：13）specificenquiry:

具體詢盤Assoonaswereceiveyourspecificenquiry,wewillcableourquotation.一俟接到你方具體詢價，我們將電告報價。DearSirs,

ThankyouforyourletterofMay15,

2023.Beingoneofthe

leadingimportersofChineseclothinthiscity,weshallbepleasedtoestablishbusinessrelationswithyou.Inrecentyears,wehavedonebusinesswiththelargestandmostprominentfirmsinyourarea.Asiswellknowntoyou,thepossibilitiesofimportingtheforeignproductsareverygreathere.Weareconfidentthatwewillbeabletogiveyoularge

ordersifthequalityandpricemeetourrequirements.Wehopethatwemayreceiveyourcatalogueaswellasotherprintedmaterialsforourreference.Welookforwardtoyourreply.

Yoursfaithfully,David

Letter2:

ReplytotheLetter11）

leading

adj.占主導地位的，大的Heplayedaleadingpartinthenegotiations.他在談判中起到了至關(guān)重要的作用。Note1：

2）inyourarea:

在你地，在你處

Note2：

3）order:

n.訂單;

v.訂購；訂貨

trialorder試訂單

substantialorder大宗訂單

repeatorder續(xù)訂單Note3：Placealargeorderwithyou.向你方大量訂貨。Ifyouallowus15%discount,wewillorder20,000dozen.如果你方給予15%的折扣，我們將訂購兩萬打。

4）meetone’srequirement：滿足……的要求（需要）Note4：Note5：5）forone’sinformation/reference：供……參考

來到公司，李華開始從網(wǎng)上尋找客戶，經(jīng)過認真仔細的篩選，發(fā)現(xiàn)加拿大一家公司寫給她們公司發(fā)來的郵件。三、Imitatingwriting依據(jù)對方的來函，我們該如何迅速而準確的寫一份回函呢？分析：信函應包括以下要點：1）本公司主要從事紡織品、服裝等出口。2）打算建立業(yè)務關(guān)系。3）隨函附寄一本目錄。三、Imitatingwriting參考回函(onlyforreference):1.Translatingthefollowingphrases.四、TranslationExercisesTranslatingExercises:Part1:Translatingthefollowingphrases..（1）專門經(jīng)營 ———————————————————————————————（2）供……參考

———————————————————————————————specializeinforone’sinformation/referenceTranslatingExercises:Part1:Translatingthefollowingphrases..（3）建立業(yè)務關(guān)系 ———————————————————————————————（4）商務參贊處

———————————————————————————————establish/build/setupbusinessrelationswithsb.CommercialCounselor’sOfficeTranslatingExercises:Part1:Translatingthefollowingphrases..（5）樣品 ———————————————————————————————（6）一收到就……

———————————————————————————————sampleuponreceiptofTranslatingExercises:Part1:Translatingthefollowingphrases..（7）quotation

———————————————————————————————（8）inyourarea

———————————————————————————————報價在你地，在你處TranslatingExercises:Part1:Translatingthefollowingphrases..（9）enclose

———————————————————————————————（10）specificenquiry———————————————————————————————隨函附寄具體詢盤

2.TranslatetheFollowingSentencesintoChinese四、TranslationExercisesTranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（1）Wewishtoexpressourdesiretoenterintodirectbusinessrelationswithusinthelineofsilkproducts.

———————————————————————————————（2）Wewritetointroduceourselvesasexportersofsilkhandkerchiefhavingmanyyearsofexperienceinthisparticularlineofbusiness.

———————————————————————————————我們希望與貴公司在絲綢產(chǎn)品方面建立直接的業(yè)務關(guān)系?，F(xiàn)函告，我方為絲綢手絹的出口商，在此行業(yè)里已有多年經(jīng)驗。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（3）WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.

———————————————————————————————（4）Wewishtointroduceourselvestoyouasastate-ownedcompanydealinginfoodproducts.

———————————————————————————————本公司獲悉您是中國絲制產(chǎn)品的潛在客戶，而中國絲制產(chǎn)品正屬于我們經(jīng)營范圍之內(nèi)。特介紹我們公司是一家經(jīng)營絲制產(chǎn)品的國營進出口公司。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（5）YourcompanyhasbeenrecommendedtousbyMr.Smith.

———————————————————————————————（6）Weshallbeobligedifyouwouldsendussamplesandpricesofyourproducts.

———————————————————————————————承蒙貴國商會的介紹，我公司得知了貴公司的情況。如蒙貴方寄樣品和價目表將不勝感激。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（7）Toacquaintyouwiththeproductswehandle,wearesendingyouunderseparatecoverseveralsamplebooks.

———————————————————————————————（8）Ourproductsaresoldinmanycountriesandenjoygoodreputation.

———————————————————————————————為了使您了解本公司經(jīng)營的產(chǎn)品，我們隨函寄去幾本產(chǎn)品樣本。我們的產(chǎn)品銷往許多國家，在世界市場上享有盛譽。TranslatingExercises:Part2:TranslatethefollowingSentencesintoChinese.（9）Pleasesubmitfullspecificationsofyourrefrigeratorstogetherwithtermsofpaymentanddiscountrate.

———————————————————————————————（10）Wearelookingforwardtoyourfavorablereply.

———————————————————————————————請?zhí)峁┵F公司電冰箱的各種詳細規(guī)格，并告知付款條件和折扣率。我們靜候佳音。

3.TranslatetheFollowingSentencesintoEnglish四、TranslationExercisesTranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（1）你方7月18日希望同我方建立業(yè)務關(guān)系的信已經(jīng)收到，謝謝。

———————————————————————————————（2）承蒙弗里曼公司介紹，得悉你公司是貴國絲制產(chǎn)品最大的進口商

之一。

———————————————————————————————

YourletterofJuly18expressingthehopeofestablishingbusinessconnectionswithushasbeenreceivedwiththanks.

ThroughthecourtesyofMessrs.’Freeman&Co.,welearnthatyouareoneoftheleadingimportersofsilkproductsinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（3）作為英國主要的進口商之一，我們此次寫信給貴公司是希望與貴公司建立直接貿(mào)易關(guān)系。

———————————————————————————————（4）據(jù)了解，貴公司是中國絲綢制品有潛力的買家，而該商品正屬于我方的經(jīng)營范圍。

———————————————————————————————

BeingoneoftheleadingimportersofsilkproductsinEngland,wearewritingtoyouinthehopeofestablishingdirecttraderelationswithyourfirm.

WearegiventounderstandthatyouarepotentialbuyersofChinesesilkproducts,whichcomeswithinthescopeofourbusinessactivities.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（5）我們利用此機會致函貴方以了解可否與貴方建立貿(mào)易關(guān)系。

———————————————————————————————（6）我們的產(chǎn)品馳名中外、久享盛譽，相信在貴國有很大的市場潛力。

———————————————————————————————Weavailourselvesofthisopportunitytowritetoyouandseeifwecanestablishbusinessrelationswithyou.

Ourproductshavelongenjoyedagreatfamebothathomeandabroadmarketandweareinthebeliefthattheywillhavegreatpotentialityofthemarketinyourcountry.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（7）如果貴方需要更多有關(guān)我方業(yè)務狀況的信息，我們樂意隨時給予答復。

———————————————————————————————（8）請告知你方的具體需要，以便我公司另寄目錄及報價單。

———————————————————————————————Incaseyouneedmoreinformationaboutourbusinessstatus,weshallbeonlyto0gladtoansweryourinquiriesatanytime.

Pleaseletusknowyourspecificrequirementsothatwecansendyoubyseparatepostourcatalogueandquotation.TranslatingExercises:Part3:TranslatethefollowingSentencesintoEnglish.（9）我們盼望早日得到你方的答復并相信通過相互合作，我們不久即可達成這筆交易。

———————————————————————————————（10）承蒙巴黎商會告知貴公司名稱和地址，并得知貴公司是桌布進口商。

———————————————————————————————Welookforwardtoyourearlyreplyandtrustthatthroughourmutualcooperationweshallbeabletoconcludethistransactionwithyouinthenearfuture.

WeoweyournameandaddresstotheParisChamberofcommerce,throughwhomwehavelearntyouareimporteroftable-cloth.

3.Writingaletteraccordingtothedescriptionsbelow五、Professionalskillexercises寫作情境：上海飛躍進出口公司多年來從事塑料玩具的進口業(yè)務。當公司業(yè)務員從（Anderson&Co.,Australia）得知澳大利亞悉尼大衛(wèi).米勒公司主要從事該產(chǎn)品的出口業(yè)務時，上海飛躍希望與該公司建立業(yè)務關(guān)系，并希望其能提供產(chǎn)品目錄和報價?，F(xiàn)在要求以上海飛躍進出口公司業(yè)務員的身份，給對方去函。參考函文(onlyforreference):

4.Choosethebestanswer五、Professionalskillexercises

（1）Wecometoknowyourname

anadvertisementinChinaDaily.

A.throughB.from

C.toD.in

Key:A4.Choosethebestanswer

（2）

Wewillsendyousomesamplebooks

yourreply.

A.uponthereceiptofB.onreceiptof

C.onreceiptingofD.uponthereceiptingof

Key:B4.Choosethebestanswer

（3）Wewouldbepleasedtoreceiveyour

catalogue.

A.illustrationB.illustrated

C.illustrateD.illustrates

Key:B4.Choosethebestanswer

(4)Weare

yourspecificenquiry.

A.lookingforwardB.looking

C.lookforwardD.lookingforwardto

Key:D4.Choosethebestanswer

（5)We

acatalogue

yourreference.

A.areenclosed,forB.areenclosing,in

C.enclose,forD.enclosed,with

Key:C4.Choosethebestanswer

(6)Weareindebted

Mr.Smith

yournameandaddress.

A.with,inB.for,to

C.to,forD.by,for

Key:C4.Choosethebestanswer

(7)We

variouskindsofwoodengoods.

A.handleinB.handle

C.handledinD.handlewith

Key:B4.Choosethebestanswer

(8)Weareairmailingyouoursamplebooks

separatecover.

A.byB.with

C.underD.in

Key:C4.Choosethebestanswer

(9)Forany

ournewproducts,please

us.

A.information,of,contactwith

B.information,about,contact

C.information,asto,contactwith

D.information,about,contactwith

Key:B4.Choosethebestanswer

(10)Yourcompanyhasbeen

usbytheBankofChina,Ningbo,asalargeexporterofshoes.

A.recommendation,forB.torecommend,to

C.recommending,byD.recommended,to

Key:D4.Choosethebestanswer

5.FillintheBlanks五、Professionalskillexercises5.FillintheBlanksDearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitemf

,withinthescopeofourbusinessactivities,weshallbep

toe

intodirecttrader

withyouatanearlydate.Togiveyouageneralideaofthev

kindsofproductswehandle,wee

abrochure.S

booksandPricelistswillbes

toyouassoonaswer

yourspecificenquiry.Welookf

toyourfavorablereply.Yoursfaithfully,Task(1)Keytotask(1)DearSirorMadam,YourcompanyhasbeenintroducedtousbyMr.Wilson,thesalesmanagerofABCTradingCompany,asprospectivebuyersofChineseelectrictoys.Asthisitem

,withinthescopeofourbusinessactivities,weshallbe

to

intodirecttrade

withyouatanearlydate.Togiveyouageneralideaofthe

kindsofproductswehandle,we

abrochure.

booksandPricelistswillbe

toyouassoonaswe

yourspecificenquiry.Welook

toyourfavorablereply.

Yoursfaithfully,

falls

pleased

enter

relations

various

enclosed

Sample

sent

receive

forward5.FillintheBlanksDearSirs,Throughthe1oftheChamberof2inyourcountry,wehave3yournameandaddressandlearnthatyouarealargebuyerofChinesegarments.Asweareinthisline,we4ou