对外贸易函电简要.docx

对外贸易函电简要

一、 商务信函的基础知识

（一）商务信函的特点和原则 Features & Principles

商务信函是商务活动中企业与企业之间沟通信息的重要工具，它不仅具有一般信函的特点，同时又与商务活动密切相关，里面会用到一些商务术语，另外在内容和结构方面又和普通信函存在明显的不同。因此，撰写人必须充分注意归集商务活动对于商务信函的特殊要求。目前，商务信函一般遵循“五C原则”（Five C’s Principles），即Correct（正确）、Clear（清楚）、Concise（简洁）、Complete（完整）、Courteous（礼貌）。

1、Correct（正确）

一封商务信函在各个方面应该都是正确的，包括格式、语法、拼写、术语应用等等。错误的内容不仅会造成双方的误解，导致贸易纠纷，还会给公司形象带来不良影响，伤害公司信誉。
举例说明常见的不规范

错误：Dear sirs,
正确：Dear Sirs,
错误：No.213, Mayland Road,London,U.K.
正确：213 Mayland Road,London,U.K
错误：This goods is high.
正确：This article(item) is high in price.
错误：We are satisfied with the quality of the goods you shipped to us.
正确：We are satisfied with the quality of your shipment.
错误：We shall deduct this amount from your acount.\
正确：We shall debit your account with this amount.

2、Clear（清楚）

商务函电所述问题务必清楚明白，不可令人产生误解，句子不能带有歧义，否则会带来严重后果。在实务工作中，由于函电导致的纠纷屡见不鲜。常见例子如下：

歧义：We have accepted your proposal in your last letter.
清楚：We have accepted your proposal in your letter dated May 3rd.

歧义：We are gald to tell you that we have shipped your order.
清楚：We are glad to tell you that we have shipped the goods as per your order No.231.

歧义：The credit will remain valid until the end of this month.
清楚：The credir will remain valid until May 31st,2008.

3、Concise （简洁）

商务函电所述问题要直截了当。简明扼要，避免拐弯抹角，负责会给人一种啰嗦的感觉，也会造成误会，使对方不能明白你的本意。

4、Complete（完整）

函电中要把需要说明的事件全面交代清楚、叙述问题有始有终，切忌有头无尾。一个问题说明之后，与此相关的问题最好也能做出相应说明，减少双方来回确认的次数，提高效率。

原句：Your order for 500 m/ts Soda Ash has been shipped on board the vessel s.s.”Victoria” on July 5th.

修改：Your order for 500 m/ts Soda Ash has been shipped on board the vessel s.s. “Victoria” on July 5th under B/L no.xxxxxxxxxx. The said vessel is to leave for destination on July 8th and will arrive on July 25th.

5、Courteous（礼貌）

礼貌是商务函电的重要特征，对于增进买卖双方的感情、实现预期目的具有非常积极的作用。我们来比较一下下面几组句子在语气上的不同：

不礼貌：You are requested to ship our order without any delay.
礼貌：Your prompt shipment of our order will be highly appreciated.

不礼貌：We insist on your immediate payment.
礼貌：We are counting on receiving your remittance soon.

除了上面介绍的几个原则之外，撰写商务信函是还有一些小问题需要加以注意：

1、 尽量多使用第二人称，就是所谓的”You Attitude”。第二人称会让对方感觉你时时把对方放在第一位，对于增进双方的关系大有帮助。

使用第一人称：We have dispatched your order yesterday.
使用第二人称：Your order has been dispatched yesterday.

使用第一人称：We are looking forward to your early reply.
使用第二人称：Your prompt answer will be appreciated.

2、 尽量使用积极的口气，能让人产生信心，化解不满意的事情，淡化一些不愉快的问题。

消极：We are sorry to inform you that we cannot ship your order because we have not received your L/C.
积极：We shall be glad to ship your order upon receipt of your L/C.
消极：We are sorry that we have delayed the shipment of your order.
积极：We sincerely hope that this delay have not inconvenienced you too much.

(二)格式和结构

1、 一般商务信函的基本格式

实务中常用的信函格式主要采用两种，一种叫做平头式(FULL BLOCK FORM)，另一种叫缩行式(INDENTED FORM)。

（1）平头式（FULL BLOCK FORM）

这种格式要求所有内容在开头时第一个字母都要紧靠左边第一格，没有空格。这种格式最常用在英国以及英联邦国家，但是现在也越来越多地被使用。

（2）缩行式(INDENTED FORM)

缩行式是被广泛采用的信函格式，要求信函的题目居中，每段开头第一格字母前必须有空格，落款写在正文的右下方等等。但是需要注意的是，地址部分一般还是采取平头式书写。

举例如下：

The Purchasing Manager
ABC company
222 Hightower Boulevard,
Prince Town
U.S.A.

June 28, 2008 Tianjin,China

Dear Sirs,

SUBJECT: Supply of Various Chemicals

We would like to introduce our corporation as the largest trading company in the field of chemicals throughout China.

We come to know that you are now purchasing XXXX from China. We take the liberty to see whether there is some business possibility between us.

Please let us have your specific inquiry so that we could give you our quotation.

Your prompt and favorable reply will be highly appreciated.

Very truly yours,

(Signature)

2、 常用函电的格式（传真和E-MAIL）

由于现代办公用品的广泛应用以及互联网的普及，商务函电更多的采取传真和电子邮件的方式进行传递，实务中函电也就自然带有上述两种方式的特点，传统的函电格式被简化。

一般来说，一个公司对外发出的传真都是打印在格式相对固定的传真纸上对外发出，所以一般来说信头部分可以省略，只要列明双方的传真号码，信函内容基本和上面提到的格式相同。此外，E-Mail 目前被更加广泛的应用，具有快速、简单、节省费用等一系列优点，我们要注意的是，在使用E-Mail的时候，一定要写明事件标题，这对我们每天大量处理来往邮件的过程中能够清晰明了，在查询的时候也会简单的多。

3、 商务函电的结构 (Layout of Business Letters)

商务函电的格式可以各自不同，但它们在内容结构上大体是一样的。主要构成部分简单介绍一下：

（1） 信头 Letter Head

信头指信纸的顶端上部印有公司名称、地址、电话、传真、E-mail等内容的地方。

SINOCHEM TIANJIN CORPORATION
58 NANJING ROAD, TIANJIN 300042,
P.R.CHINA
TEL:[phone] FAX:[phone]
E-MAIL: chemicals@

(2) 日期 Date

一般日期表在函电的右上方。格式分为两种，一种是英国式，比如25th October, 2007；另一种是美国式，比如October 25, 2007。写信是可以考虑不同的收信人分别使用。

(3) 参考号 Reference No.

我们可以看到，一般国外来函中大都列明一个参考号，以备查。我们现在很少列明参考号，一旦出现问题，来往函电的连续性就会被打折扣，所以要特别注意。现在，我们可以使用订单号、合同号、发票号等等作为参考号，既实用又方便。

（4）封内地址 Inside Address

指的是函电正文左上方关于收信人的具体资料。一般由职务、姓名、部门、公司名称和地址等信息组成，格式上一般采取平头式。

（5）称呼 Solution

信的开头一般必须有一个礼貌的称呼。指名的信件可以直接写Mr. Smith、Mr.Lee等。如果写给一个公司的不确定人或机构，一般使用Dear Sirs、Dear Gentlemen等。

（6）主题 SUBJECT

商务函电习惯于在正文的上方使用一个主题，这样可以吸引收件人的注意力，突出函电的中心内容。注意：使用主题的函电只能是内容比较单一的，如果函电中要说明很多内容，就不要使用主题，避免引起误会。

（7）正文 Body of the letter

正文是函电的最重要部分，一定要遵循上面说过的5C原则。

（8）结尾问候语 Complimentary Close

上午函电的结尾问候语分为很多种，大致列举如下。

Very truly yours,
Yours very truly,
Yours faithfully,
Faithfully yours,
Yours sincerely,
Respectfully yours, Very truly yours, Very Cordially yours等都是一些比较正规的说法；
Sincerely yours, Cordially, Yours truly以及Yours都是一些在比较熟悉的人之间使用的说法，一把用在非正式场合。

（9）签名 Signature

商务函电中（信函和传真），一般都要在最后出现写信人的亲笔签名，签名处还应打印出签名人的名字。

二、 建立业务关系

建立业务联系是我们日常工作中最重要的部分之一，而函电则是联系的最常用手段。一般情况下，进出口双方可以通过以下渠道来取得相互之间的了解：

1、 银行（BANK）
2、 商会（CHAMBER OF COMMERCE）
3、 商务参赞处（COMMERCIAL COUNSELOR’S OFFICE）
4、 交易会和展览会（EXPORT COMMODITIES FAIRS & EXHIBITIONS）
5、 广告（ADVERTISEMENT）
6、 商业目录（TRADE DIRECTORY）
7、 其他

在外贸实务中，给新客户写信是建立业务关系的惯例。建立业务联系的函电一般应该涉及以下内容：

1、 告知对方我们是如何知道对方相关信息的
2、 表示出我方与对方建立业务关系的强烈愿望
3、 介绍本公司性质、基本业务和经营范围等
4、 说明希望推销或者购买的商品
5、 必要时可向对方提供资信证明人
6、 附公司简介、商品目录、价目表等等

写作技巧（WRITING SKILLS）

建立业务联系的函电有以下的写作步骤和表达方式：

写作步骤
表达方式
1、说明信息来源
Your company has been kindly introduced to us by……..
We learn through/from….that…..
On the recommendation of…….
2、对自己公司简单介绍
We wish to introduce ourselves to you as a……..
Our lines as mainly…….
…….fall within our business acivities/scope
3、表达写信目的
We are willing to enter into business relations with you.
We express our desire to…..
We are now writing you for……
We are are desirous of …..
4、表达与对方合作及尽早收到回复的愿望
We look forward to receiving …..
Hope to receive…..
Your early reply is appreciated.
We are anticipating your answer.

回复建立业务关系的信函：

写作步骤
表达方式
1、感谢对方的兴趣
Thank you for…..
Tahnk you for your interest in….
We have received…..
Your letterof June 8 has been received with thanks.
2、表示与对方建立业务关系的兴趣
Your wish of establishing business relations coincides with ours.
This is also our desire.
We shall be very glad to enter into business relations with you.
3、表示采取进一步的行动
We are sending you our catalogue and pricelist…
We shall be glad to have your specific inquiry.

函电样本：

Dear Mr. Johnson,

We have obtained your name & address from Internet and are now writing to you for the establishment of business relations

We are very well connected with all the major manufacturers here of chemical materials, and feel sure we can be capable supplier if we get your inquiries.

Please let us have all necessary information as soon as possible.

Yours faithfully,

关键词汇：benefit deal enclose inform line

实用例句：

1、 We take the liberty to introduce ourselves as exporters of silk piece goods,which we have been exporting to Europe and Japan.
2、 We are specialized in the above business and recall that many years ago, considerable business was done with your country on such items.
3、 We shall be grateful if you will let us know whether you are interested in the above items.
4、 To give you a general idea of our products, we enclose a co,plete set of leaflets showing various products being handled by our corporation with detailed specifications and means of packing.
5、 You will be interested to know that for over 50 years we have been engaged in manufanturing electronic machinery of all specifications and exporting them to users all over the world, enjoying a good reputation.
6、 Thank you for your fax nessage dated July 25, in which you expressed your willingness to enter into business relations with us.
7、 We are writing to you at the suggestion of our Commercial Counselor’s Office of the Embassy in your country.
8、 We avail oueselves of this opportunity to write to you and see if we can establish business relations with you.
9、 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.

三、 询盘及回复Enquiries & Replies

交易磋商（Business Negotiation）是国际贸易业务中作重要的环节，一般程序分为“询盘”、“发盘”、“还盘”和“接受”四个环节。

询盘（Enquiry）又称询价，是指买方或卖方想对方询问以价格为中心的各种相关的交易条件，包括一般询价（General Enquiry）和具体询价(Specific Enquiry)。

询盘必须简短、具体、有礼貌并且合理。而对询盘的回复，则应迅速、客气，并能对对方有所帮助。

写作技巧（Writing Skills）

询盘的函电有以下的写作步骤和表达方式：

写作步骤
表达方式
1、说明信息来源
Your name has been given to us by the Chamber of Commerce……
Your firm has been recommended to us by ABC Corp. with whom we have done business for many years.
Mr. Johnson of ABC Corp. has given us your name as sole agent for ….
2、说明拟采购商品
We are considering the purchase of…..
We are interested in importing snooker tables but we need to have further details of the cost before making a final decision.
We are regular buyers of men’s knitwear.
3、请求对方寄送目录货样品
Will you please send us your illustrated/latest catalogue and price-list?
We would like to receive a copy of your latest catalogue and full details of your export prices and terms of payment, together with samples.
Kindly let us have a description of ……
4、强调对方报价应合理和具有竞争力
If your quotation is really competitive……
Provided prices are right.
If your products and terms compare favorably with those of other suppliers, we shall send you an order.
5、询问对方所能给的折扣，写清你方能接受的支付条件和期望的交货时间等
We would like to know if you allow discount.
Please let us have your lowest FOB prices, together with your terms of business, and state your soonest delivery date.
We require the goods delivery would be effected within six weeks of order.
6、表示订购货物的可能性
Will you please let us know by April 4 so that we can place our order promptly?
Please let us know by return whether you would be interested in such an order.

回复询盘的函电有以下的写作步骤和表达方式：

写作步骤
表达方式
1、感谢对方的询价
Many thanks for your enquiry of ….
Thank you for your enquiry and for your interest in our products.
We thank you for your enquiry of…….
2、表示很高兴附寄….给对方
We are pleased to enclose…..
We have pleasure in enclosing…..
We are sending you our latest price-list and catalogue.
3、说明能提供商品的详细信息及优点
We are confident you will find our products the finest on the market and considerably better than those of our competitors who supply your market at present.
The specimens sent will convince you of the excellent quality of our medical instruments.
4、表明报价的合理性并说明报价期限
This is the most favorable offer we can make and you will agree that none of our competitors can equal these terms.
Price is valid until Dec.31.
Subject to being unsold.
5、阐明所能接受的付款条件和可能的交货期
Our terms of payment are cash on delivery.
We should require payment by irrevocable letter of credit.
We can usually deliver within three weeks of receiving an order.
6、希望客户对报价满意并能尽快收到订单等
We hope you will find our quotation satisfactory and look forward to receiving your order.
We look forward to doing business with you.

函电样本：

询价

Dear Sirs,

We have been informed by the Bnak of US Commerce，New York, that you are one of the leading exporters of textiles in China, and that you wish to export pure silk garments to our market.

You will be pleased to note that our corporation is one of the leading importers of textile products, having over 30 years’ history and high reputation.

We shall be glad to give you considerable orders, if the quality of your products is fine and the prices are moderate. We would be obliged if you will send us some samples with the best terms at your earliest convenience.

Yours faithfully,

回信
Dear Sirs,

We take pleasure to acknoledge receipt of your letter of January 20, from which we learn that you are interested in bringing silk garments to the New York market.

We are enclosing oue quotation sheet covering different sizes and colors of our pure silk garments that can be supplied from stock. We are also airmailing you two dozen sample garments in different sizes and colors. Delivery will be within 30 days after your placing an order to us. Payment of the purchase is to be effected by a irrevocable L/C at sight in our favor.

This offer is subjuct to your immediate reply whixh should reach us not later than the end of next month. The price will probably be changed once this particular offer has lapsed.

Yours faithfully,

关键词汇：compete credit regular compare

实用例句：

1、 We have an importer enquiry for Woolen Blankets and would like to obtain a catalogue, price-list together with the samples as soon as possible.
2、 Your ad in today’s China Daily interests us and we will be glad to receive samples with your lowest prices.
3、 We should be much obliged if you could quote us the best CIFC5% Shanghai and indicate the respective quantities and various sizes that you could supply for prompt shipment.
4、 This is really the most favorable offer we can make, and we are sure that you will be pleased to accept our offer.
5、 Please let us know on what terms you can supply the above goods.
6、 The price of raw material has gone up steadily in recent three month, but we have not raised our quotation. As it is the case, we do not make any discount.
7、 If you are in a position to meet our demang, we ahll place a large sum order from you.
8、 Though the quality of your product is satisfactory to us, your quotation is not quite in line with the present market.
9、 We have much pleasure in enclosing a quotation sheet for our products and trust that their high quality will induce you to place a trial order.

四、 还盘和接受Counter-offer and Acceptance

在接到发盘时，受盘人必须对报盘内容进行认真研究。如果觉得价格或其他条件不能接受，可以拒绝接受或者向发盘人提出建议，称为还盘。还盘既是建议又是对发盘人提出的新发盘。交易磋商的过程就是不断的发盘和还盘，最终双方达成一致。还盘函电应注意以下几点：

1、 对发盘表示感谢
2、 对由于某种原因无法接受发盘表示歉意
3、 对发盘的内容也就是己方所希望达到的交易条件提出建议
4、 希望对方能够接受己方提出的建议

如果受盘人认为可以接受发盘的全部内容和条件，那么就可以向发盘人确认，即为接受，也称为承诺。有效接受具备一下条件：

1、 接受只能有受盘人作出
2、 接受必须是无条件的，完全同意发盘中提出的各项交易条件
3、 接受的方式必须符合发盘的要求
4、 接受必须在发盘规定的有效期内作出

还盘函电的写作技巧Writing Skills

写作步骤
表达方式
1、对发盘人报价表示感谢
Thank you for your prompt and detailed quotation.
Thank you for the sample you sent in response to our enquiry of June 8.
2、表示无法接受发盘并说明原因
We are sorry to inform you that we cannot take you up on the offer as the price you are asking is above the market level here for the quality in question.
We should like to point out that your choice in color and pattern is very