商务函电Correspondence 2 - Establishing Business Relations（建立业务关系）

ChapterIIEstablishingBusinessRelations建立业务关系Warming-upQuestionsIntroductionofEstablishingBusinessRelationsAforeign-tradefirmneedsextensivebusinessconnectionstomaintainorexpanditsbusinessactivities.Therefore,theestablishmentofbusinessrelationsisoneofthemostimportantundertakingsinthefieldofforeigntrade.Lead-inSequenceofInternationalTradeStep1:Preparation:marketinvestigation→E.B.RStep2:Negotiation:inquiry→offer→counter-offer→order→acceptance&contractStep3:Fulfillmentofcontract:L/C→packing,shipment,insurance,inspection,documents→transport→complaints,claims&adjustmentsWarming-upQuestionsIntroductionofEstablishingBusinessRelationsIfanewfirmwishestoopenupamarkettosellsomethingtoorbuysomethingfromfirmsinforeigncountries,thepersoninchargemustfirstofallfindoutwhowillbehis/herpotentialcustomer.Buthowdoweobtaininformationaboutourpotentialcustomers?TeachingObjectivesHowdoweobtaininformationaboutourpotentialcustomersinforeigncountries?KnowtheessentialcomponentsofalettertoestablishbusinessrelationsManytypicalsentencesandexpressionsinwritingsuchlettersWarming-upQuestionsWhereandHowcananexporterseekapotentialcustomer?Supposeyouarewritingalettertoapotentialcustomertoestablishbusinessrelations.Whatwillyouwriteinyourletter?Ininternationaltrade,onemayestablishbusinessrelationsthroughthefollowingchannels:ExhibitionsandTradefairsAdvertisementsChamberofCommerceCommercialCounselor’sOfficeBusinessassociateofthesameTradeBankswithoverseasbusinessTradeDirectoryMarketsurveyRecommendationbyabusinessfriendoraclientOthersources:internetChannelsofObtainingInformationStructureoftheBodyWritingPrinciplesOutline:a.Thesourceofinformationb.Theintentionofwritingtheletter(E.g.“toestablishbusinessrelations〞)c.Self-introductiond.Closingsentence:ExpressthehopeforfuturecooperationSampleAnalysis–Letter1Gentlemen:YournameandaddresshavebeengiventousbytheCommercialCounselor’sofficeofourEmbassyinPakistan.Wearenowwritingtoyouinthehopeofenteringintobusinessrelationswithyou.Weareverywellconnectedwithallthemajordealershereofindustrialproducts,andfeelsurewecanselllargequantitiesofindustrialgoodsifwecangetyouroffersatcompetitiveprices.Weinviteyoutosendusdetailsandprices,possiblyalsosamples,ofsuchgoodsasyouwouldbeinterestedinselling,andweshallgladlystudythesalespossibilitiesinourmarket.Welookforwardtoyourfavorablereply.Yoursfaithfully,DearSirs,  WeoweyournameandaddresstotheBankofChina,NewYorkBranch,whichtoldusthatyouspecializeintheexportofChinesetextilesandcottonpiecegoods.  Ourcompanyimportsgeneralmerchandise.Wehavebeeninbusinesssince1949,andthereforehavewideexperienceinallthelineswehandle.NowweareinthemarketforPrintedShirtingfromyourcountry.  Ifyoucanassureusofworkableprice,excellentqualityandpromptdelivery,weshallbeabletodealinthesegoodsonasubstantialscale.  OurbankersareChaseManhattanBankandtheHongKong&ShanghaiBankingCorporationofHongKong.Theycanprovideyouinformationaboutourbusinessandfinances.  Wewouldhighlyappreciateitifyouwouldsendusbyairmailcatalogues,samplebooksandallnecessaryinformationregardingPrintedShirting.  Weawaityourearlyreply.SampleAnalysis–Letter2PatternsandSubstitutions1.TheSourceofInformation1)WehaveyournameandaddressfromtheCommercialCounselor’sOfficeofyourembassyinBeijingandarenowwritingtoyoufortheestablishmentofbusinessrelations.我们从贵国驻京使馆商务参赞处得悉贵公司行名及地址，现特致函与贵公司建立业务关系。Wehaveobtained／heard／learned／indebtedyour(faxnumber／businessscope／products／E-mailaddress)fromChinaCouncilforthePromotionofInternationalTradeinBeijing.owe…to…PatternsandSubstitutions1.TheSourceofInformation2)YourfirmhasbeenrecommendedtousbyBankofChinainBeijing.在北京的中国银行已把贵公司介绍给我们了。Yournamehasbeen(kindly)recommended／introduced／suggested／broughtforward／giventousbyCitibank,Shenzhenoffice.PatternsandSubstitutions2.TheintentionofwritingtheletterE.g.Wearewillingtoenterintobusinessrelationswithyourcompanyonthebasisofequalityandmutualbenefit.我们愿在平等互利的根底上与贵公司建立业务关系。Wearedesirous／glad／keen／ready／eager／anxioustohaveanopportunityofcooperatingwithyou.PatternsandSubstitutions3.Self-introduction1)Wehavethepleasureofintroducingourselvestoyouasastate-ownedcorporationdealingexclusivelyinlightindustrialgoods.Wehavethepleasuretointroduce／takethelibertyofintroducingas…Itisofgreatpleasureofintroducingourselvestoyouas…2)WearethechiefcigarettepackingmaterialsexporterinAustriaandarethankfultotheChineseEmbassyinViennaforgivingyourname.我们是奥地利主要的香烟包装材料出口商，并感谢驻维也纳的中国使馆向我们提供了你们的行名。PatternsandSubstitutions3.Self-introduction3)Beingcloselyconnectedwithreliablesuppliershere,weshallbeabletodoconsiderableexportbusinesswithyou.wholesalers／customers／manufacturers／distributors／dealers／clients4)SpecializingintheexportofChineseartsandcraftsgoods,weexpressourdesiretotradewithyouinthisline.我们专门经营中国工艺美术品出口，愿与贵方进行贸易。Specializingin／Dealingexclusivelyin…／Beingexperiencedin…／Havingbeenin…foryears,weexpressourdesireto…SupplementarySentencesIntroductionofthecompany我们从事化工行业已经很多年了。Wehavebeeninthelineofchemicalformanyyears.我们专门从事纺织品的出口。Wearespecializedintheexportoftextile.我们从事纺织品的进口业务。Wehandletheimportbusinessoftextiles.电子产品属于我们的经营范围之内。Electricgoodsfallwithinourbusinessscope.我们有各种各样的玩具可供出口。Wehavevariouskindsoftoysavailableforexport.SupplementarySentencesWearealeadingcompanywithmanyyears'experienceinmachineryexportbusiness.Weenjoyagoodreputationinternationallyinthecircleoftextile.Wehaveourprincipleas"Clients'needscomefirst".SupplementarySentencesIntroductionoftheproducts我们的产品规格齐全。Ourproductsarecompleteinspecifications.我们的产品物美价廉。Ourproductsareexcellentinqualityandlowinprice.我们的产品美观耐用。Ourproductsareattractiveanddurable.我们的产品畅销全球。Ourproductssellwellallovertheworld.我们的产品是同类产品中卖得最好的。Ourproductsarethebest-sellingitemsinthisline.SupplementarySentences我们的产品在世界市场上享有盛誉。Ourproductsenjoyhighreputationintheworldmarket.我们的产品很受欢送。Ourproductsenjoyhighpopularity.Wehaveagoodvarietyofcolorsandsizestomeetwithdifferentneeds.PatternsandSubstitutions4.Closingsentence1)Welookforwardtoyourfavorablereply.等候佳音。Weawait／appreciate／expect／anticipate／hopetoreceiveyourfavorablereply.2)Weshallbegratefulifyouwillreplyatanearlydate.敬请早日答复，将不胜感谢。Weshouldbeappreciativeofyourearlyreply.PatternsandSubstitutions4.Closingsentence3)Yourearlyreplywillbehighlyappreciated.如蒙早日答复，将不胜感谢。earlyreply／promptattention／immediateresponse／furtherinstructions／wholeheartedcooperationUsageof“Appreciate〞：Wegreatlyappreciateyourtimelyhelp.Weshallappreciatehearingfromyouagain.Weareappreciativeofyourgivingthismatteryourimmediateattention.ExerciseIMatchthewordswiththeirpropermeanings1.holdingcompanyA.私人企业2.conglomerateB.合资企业3.jointventure(enterprise)C.总公司4.state-ownedenterpriseD.子公司5.privateenterpriseE.分公司6.exclusivelyforeign-ownedenterpriseF.控股公司7.parentcompanyG.母公司8.subsidiarycompanyH.外商独资企业9.headofficeI.国营企业10.branchoffice/companyJ.联合大企业1，F；2，J；3，B；4，I；5，A；6，H；7，G；8，D；9，C；10；EExerciseIITranslatetheFollowingUsefulExpressions(1)chamberofcommerce(2)businesspartners(3)reliablebusinessconcerns(4)enterintobusinessrelations(5)takethelibertyof(1)商会(2)业务伙伴(3)可靠的商行/信得过的企业(4)建立业务关系(5)冒昧地ExerciseIIIPuttheFollowingChineseintoEnglish1.驻纽约的中国领事馆〔ChineseConsulate〕将你公司行名作为羊毛产品(woolengoods)的大进口商推荐〔recommend〕给我们。YournamehasbeenrecommendedtousbytheChineseConsulateinNewYorkasthelargeimporterofwoolengoods.2.本地的中国银行国外部推荐你公司有意与一家中国公司建立贸易关系，以推销你们的轻工业产品。TheOverseasDepartmentoflocalBankofChinarecommendsthatyouareinterestedinestablishingbusinessrelationswithaChinesecompanytopromoteyourlightindustrialproducts.3.我们很希望你方尽最大努力既促进业务又增进友谊。Wehopethatyouwilldoyourbesttopromotefriendshipaswellasbusiness.4.我们是一家在全世界范围内进行进出口业务的贸易公司。Weareatradingcompanydoingimportandexportbusinessallovertheworld.HomeworkTopre-readthetextbook