商务英语常识.doc

开头语与自我介绍

1.从中华人民共和国驻…大使馆商务参赞处获悉贵公司名称和地址，现借此机会与贵方通信，意在达成一些实际交易为开端，以建立业务关系。
Having had your name and address from the Commercial Counselor's office of the Embassy of the People's Republic of China in..., we now avail ourselves of this opportunity to write to you and see if we can establish business relations by a start of some Practical transactions.

2.从中国国际贸易促进会获悉，你们有意采购电器用具。
We have heard from China Council for the Promotion of International Trade that you are in the market for Electric Appliances.

3.驻贵地的中国领事向我们介绍，你公司是…生产…（商品）的大出口商。
Your name has been recommended to us by the Chinese Consul stationed in your city as large exporters of ... goods produced in ....

4.从…获悉你们行名及地址并了解你们是……有经验的进口商。现向你们开报…，盼能在贵地市场推销。
From ..., we have obtained your name and address and understand that you are experienced importers of .... We have pleasure in offering you ... of which we would appreciate your pushing the sale on your market.

5.从…获悉你公司专门经营…，现愿与你公司建立业务关系。
We learn from ... that your firm specializes in ..., and would like to establish business relationship with you.

6.承……的介绍，获悉你们是……有代表性的进口商之一。
Through the courtesy of.... we have learned that you are one of the representative importers of ...

7.据纽约司密斯公司所告，得悉你公司名称和地址，并得知你们…日本东京商会已把你行介绍给我们。
Your name and address has been given to us by Messrs. J. Smith & Co., Inc., in New York, who have informed us that your firm has been recommended to us by the Chamber of Commerce in Tokyo, Japan.

8.承贵地…银行通知，你们是…的主要进口商（出口商），并有意与中国进行这些方面的贸易。
The.... Bank in your city has been kind enough to inform us that you are one of the leading importers (exporters) of ... and are interested in trading with China in these lines ...

9.据了解，你们是中国…（商品）有潜力的买主，而该商品正属我们的业务经营范围。
We are given to understand that you are potential buyers of Chinese ...,which comes within the frame of our business activities.

10.通过贵国最近来访的贸易代表团，我们了解到你们是信誉良好的…进口商，现发信给你们，盼能不断地接到你们的定单。
Through your trade delegation that recently paid a visit to this country, we learned that you are well-established importers of ... and are writing to you in the hope of receiving your orders from time to time.

11.我们欣然寄发这封自荐信，希望是互利关系的前奏。
We are glad to send you this introductory letter, hoping that it will be the prelude to mutually beneficial relations between us.

12.我们有幸自荐，盼望能有机会与你们合作，扩展业务。
We have the Pleasure to introduce ourselves to you with the hope that we may have an opportunity of cooperating with you in your business extension.

13.我们冒昧通信，以期待与贵公司建立业务关系。
We take the liberty of writing to you with a view to building up business relations with your firm.

14.现向贵司自我介绍，我们是国营公司，专门经营轻工业品。
We wish to introduce ourselves to you as a state operated corporation dealing exclusively in Light Industrial Goods.

15.也许你们已有所知，我们是国营公司，经营……（商品）的进出口业务。
As you may be well aware, we are a state-operated corporation handling such items as .. in both import and export business.

16.鉴于你们是…的主要进口商之一，特此联系，盼能建立业务关系，以有助于你们满足各项需求。
As you are one of the leading importers in ..., we have pleasure in contacting you in the hope of establishing business relations and rendering you assistance in a wide range of your requirements.

17.了解到你们对…（商品）的进口和出口都感兴趣，故愿自荐，希望在我们两公司间建立互利的业务关系。
We understand that you are interested in both the import and export of ... and it is on this subject that we wish to introduce ourselves in the hope of establishing mutually beneficial business relations between our two corporations.

18.你公司是信誉卓著的照相机进口商，我公司极愿与你公司建立业务关系。为此，我们现在寄去商品目录和价目单，用以向你公司毛遂自荐。
The high reputation, which you are enjoying as camera importers, has rendered us desirous of entering into business relations with you. Accordingly, we introduce ourselves to you by sending you our catalogs and price-lists.

19.我们经营的商品包括本国第一流造纸厂的产品，因此，我们有良好条件就你们提出的商品，向你们的顾客提供质量最可靠的商品。
The commodities we are handling consist of the manufactures of the first-rate paper mills of this country, and so we are in a good position to serve your customers with the most reliable quality of the line you suggest.

20.我们专门经营中国美术工艺品出口，愿与你们进行交易。
Specializing in the export of Chinese Art & Craft Goods we express our desire to trade with you in this line.

21.我们的主要业务是纺织品和手工艺品。
Our lines are mainly textiles and handicrafts.

22.我们经营这项业务已有多年。
We have been in this line of business for many years.

23.本信目的是探索与你们发展贸易的可能性。
The purpose of this letter is to explore the possibilities of developing trade with you.

24.我们愿在平等互利、互通有无的基础上与你公司建立业务关系。
We are willing to enter into business relations with your firm on the basis of equality, mutual benefit and exchanging what one has for what one needs.

25.我们愿与你们建立友好业务关系，分享互利的交易。
We wish to establish friendly business relations with you to enjoy a share of mutually profitable business.

26.盼直接洽谈，以便将你公司特种经营商品引进我地市场。
We wish to enter into direct negotiation with you with a view to introducing your special lines in our market.

27.我们有意向中华人民共和国寻求原油供应来源的可能性.
We are interested in the possibility of establishing sources of supply of crude oil from the People's Republic of China.

28.建议试试利用一下我们的经验和专门知识。
We advise you to make use of our experience and special knowledge on trial.

29.相信我公司的对外贸易经验以及对国际市场情况的熟悉，可能使我们有资格得到你们的信任。
We trust that our experience in foreign trade and intimate knowledge of international market conditions will entitle us to your confidence.

30.我公司与此地可靠的批发商有密切联系，能与你公司作可观的进口业务。
Being closely connected with reliable wholesalers here, we shall be able to do considerable import business with you.

31.我们能开报十分优惠的条款。
We are able to quote you very advantageous terms.
商业信函的7个“C”原则

　　写信的原则（Writing Principles）已从原来的3个“C”（Conciseness, Clearness, Courtesy）发展到目前的７个“C”：Completeness, Clearness, Concreteness, Conciseness, Correctness, Courtesy, Consideration

实例:

Dear Sirs,

　　With reference to your letter of April 9, we are pleased to accept your offer of 100 tons of Copper Wire as per your Offer Sheet No.8/070/02B. Please go ahead and apply for your Export Licence. As soon as we are informed of the number of the Export Licence we will open the L/C by cable.

信的本文汉译

　　关于你们四月九日涵，我们高兴地接受你们第８／０７０／０２Ｂ号报盘单所报１００吨紫色铜丝。请着手办理申请出口许可证。一经接到出口许可证号码的通知，当即电开信用证。

商务谈判实例(一)

　　Dan Smith是一位美国的健身用品经销商，此次是Robert Liu第一回与他交手。就在短短几分钟的交谈中，Robert Liu既感到这位大汉粗犷的外表，藏有狡兔的心思？？他肯定是沙场老将，自己绝不可掉以轻心。双方第一回过招如下：

D: I'd like to get the ball rolling（开始）by talking about prices.

R: Shoot.（洗耳恭听）I'd be happy to answer any questions you may have.

D: Your products are very good. But I'm a little worried about the prices you're asking.

R: You think we about be asking for more?(laughs)

D: (chuckles莞尔) That's not exactly what I had in mind. I know your research costs are high, but what I'd like is a 25% discount.

R: That seems to be a little high, Mr. Smith. I don't know how we can make a profit with those numbers.

D: Please, Robert, call me Dan. (pause) Well, if we promise future business？？volume sales（大笔交易）？？that will slash your costs（大量减低成本）for making the Exec-U-ciser, right?

R: Yes, but it's hard to see how you can place such large orders. How could you turn over（销磬）so many? (pause) We'd need a guarantee of future business, not just a promise.

D: We said we wanted 1000 pieces over a six-month period. What if we place orders for twelve months, with a guarantee?

R: If you can guarantee that on paper, I think we can discuss this further

商务谈判实例(二)

　　Robert回公司呈报Dan的提案后，老板很满意对方的采购计划;但在折扣方面则希望Robert能继续维持强硬的态度，尽量探出对方的底线。就在这七上七八的价格翘翘板上，双方是否能找到彼此地平衡点呢？请看下面分解:
R: Even with volume sales, our coats for the Exec-U-Ciser won't go down much.

D: Just what are you proposing?

R: We could take a cut（降低）on the price. But 25% would slash our profit margin（毛利率）.We suggest a compromise？？10%.

D: That's a big change from 25! 10 is beyond my negotiating limit. (pause) Any other ideas?

R: I don't think I can change it right now. Why don't we talk again tomorrow?

D: Sure. I must talk to my office anyway. I hope we can find some common ground（共同信念）on this.

NEXT DAY

D: Robert, I've been instructed to reject the numbers you proposed; but we can try to come up with some thing else.

R: I hope so, Dan. My instructions are to negotiate hard on this deal？？but I'm try very hard to reach some middle ground（互相妥协）.

D: I understand. We propose a structured deal（阶段式和约）. For the first six months, we get a discount of 20%, and the next six months we get 15%.

R: Dan, I can't bring those numbers back to my office？？they'll turn it down flat（打回票）.

D: Then you'll have to think of something better, Robert.
商务谈判实例(三)

　　Dan上回提议前半年给他们二成折扣，后半年再降为一成半，经Robert推翻后，Dan再三表示让步有限。您知道Robert在这折扣缝隙中游走，如何才能摸出双方都同意的数字呢？他从锦囊里又掏出什么妙计了呢？请看下面分解：
R: How about 15% the first six months, and the second six months at 12%, with a guarantee of 3000 units?

D: That's a lot to sell, with very low profit margins.

R: It's about the best we can do, Dan. (pause) We need to hammer something out （敲定）today. If I go back empty-handed, I may be coming back to you soon to ask for a job. (smiles)

D: (smiles) O.K., 17% the first six months, 14% for the second?!

R: Good. Let's iron out（解决）the remaining details. When do you want to take delivery（取货）?

D: We'd like you to execute the first order by the 31st.

R: Let me run through this again: the first shipment for 1500 units, to be delivered in 27 days, by the 31st.

D: Right. We couldn't handle much larger shipments.

R: Fine. But I'd prefer the first shipment to be 1000 units, the next 2000. The 31st is quite soon ---- I can't guarantee 1500.

D: I can agree to that. Well, if there's nothing else, I think we've settled everything.

R: Dan, this deal promises big returns（赚大钱）for both sides. Let's hope it's the beginning of a long and prosperous relationship.
商务谈判实例(四)

　　今天Robert的办公室出现了一个生面孔？？Kevin Hughes，此人代表美国一家运动产品公司，专程来台湾寻找加工。接洽的加工产品市运动型“磁质石膏护垫”，受伤的运动员包上这种产品上场比赛，即可保护受伤部位，且不妨碍活动。现在，我们就来看看两人的会议现况：
R: We found your proposal quite interesting, Mr. Hughes. We'd like to weigh the pros and cons（衡量得失）with you.

K: Mr. Robert Liu, we've looked all over Asia for a manufacturer; your company is one of the most suitable.

R: If we can settle a number of basic questions, I'm confident in saying that we are the most suitable for your needs.

K: I hope so. And what might be the basic questions you have?

R: First, do you intend to take a position in（投资于……）our company?

K: No, we don't, Mr. Liu. This is just OEM.

R: I see. Then, the most important thing is the size of your orders. We'll have to invest a great deal of money in the new production process.

K: If you can guarantee continuing quality, we can sign a commitment for 75,000 pieces a year, for five years.

R: At U.S. $1000 a piece, we'll make an average return of just 4%. That's too great a financial burden for us.

K: I'll check the number later, but what do you propose?

R: Here's how you can demonstrate commitment to this deal. Make it ten years, increase the unit price, and provide technology transfer.
商务谈判实例(五)

　　Robert在前面的谈判最后提出签约十年的要求，Kevin会不会答应呢？如果答案是否决的话，Robert又有何打算？他一心为公司的利益打算，极力争取技术转移地协定，而对方会甘心出让此项比金钱更珍贵的资产吗？请看以下分解：

K: We can't sign any commitment for ten years. But if your production quality is good after the first year, we could extend the contract and increase our yearly purchase.

R: That sounds reasonable. But could you shed some light on（透露）the size of your orders?

K: If we are happy with your quality, we might increase our purchase to 100,000 a year, for a two-year period.

R: Excuse me, Mr. Hughes, but it seems to me we're giving up too much in this case. We'd be giving up the five-year guarantee for increased yearly sales.

K: Mr. Liu, you've got to give up something to get something.

R: If you're asking us to take such a large gamble（冒险）for just two year's sales, I'm sorry, but you're not in our ballpark（接受的范围）.

K: What would it take to keep Pacer interested?

R: A three-year guarantee, not two. And a qualilty inspection（质量检查）tour after one year is fine, but we'd like some of our personnel on the team.

K: Acceptable. Anything else?

R: We'd be making huge capital outlay（资本支出）for the production process, so we'd like to set up a technology transfer agreement, to help us get off the ground（取得初步进步）.
商务谈判实例(六)

　　行至此处，谈判都还算是在和谐的气氛下进行，双方各自寻求获利的方案。但针对技术转移这一项，Robert所提的保证和要求能否消弭Kevin心中的顾虑，而今此谈判终露曙光呢？以下对话即为您揭晓：

K: If we transferred our technical and research expertise（技术与研究的专业知识）, what would stop you from making th esame product?

R: We'd be willing to sign a commitment. We'll put it in writing （书面保证）that we won't copycat（仿冒）the Sports Cast within five years after ending our contract.

K: Sounds O.K., if it's for any "similar" product. That would give us better protection. But we'd have to interest on a ten year limit.

R: Fine. We have no intention of becoming your competitor.

K: Great. Then let's settle the details of the transfer agreement.

R: We'll need you to send over some key personnel to help us purchase the equipment and train our technical people. How long do you anticipate that will take?

K: A week to put the team together, three weeks to train your people. If so, when do you estimate starting production?

R: Our first production run（一批的生产）should be one week after our team finishes its training. But I'd like your team to stay a full week after that, to handle any kitches that pop up（处理突发的事件）.

K: Can do. Everything seems to be set, Robert. I'll bring in a sample contract tomorrow. If you like, we can sign it then.
商务谈判实例(七)

　　Botany Bay是家生产高科技医疗用品的公司。其产品“病例磁盘”可储存个人病例；资料取用方便，真是达到“一盘在手，妙用无穷”的目的。此产品可广泛使用于医院、养老院、学校等。因此Pacer有意争取该产品软硬件设备的代理权。以下就是Robert与Botany Bay的代表，Mark Davis，首度会面的情形：

M: Mr. Liu, total sales onthe Medic-Disk were U.S.$ 100,000 last year, through our agent in Hong Kong.

R: Our research shows most of your sales, are made in the Taipei area. Your agent has only been able to target the Taipei market（把……作为目标市场）.

M: True, but we are happy with the sales. It's a new product. How could you do better?

R: We're already well-established in the medical products business. The Medic-Disk would be a good addition to our product range.

M: Can you tell me what your sales have been like in past years?

R: In the past three years, our unit sales have gone up by 350 percent; profits have gone up almost 400 percent.

M: What kind of distribution capabilities（分销能力）do you have?

R: We have salespeople in four major areas around the island, selling directly to customers.

M: What about your sales?

R: In terms of unit sales, 55 percent are still from the Taipei area. The rest comes from the Kaohsiung, Taichung, and Tainan areas. That's a great deal of untapped market potential（未开发的市场潜力）, Mr. Davis.
商务谈判