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1、第二讲 商务函电写作基础 Essentials for Business Communications2.1 商务函电书写基本原则 Principles for business communicationsA. Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。1) We have received with many thanks your letter of 20 May, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a spe
2、cial offer which we have made in it.2) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of 20 May.B. Consideration 体谅(you-attitude) 要从对方的角度去考虑问题，而不是从自身出发，语气上尊重对方3a). We allow 2 percent discount for cash payment.3b) Yo
3、u earn 2 percent discount when you pay cash.4a) We wont be able to send you the brochure this month.4b) We will send you the brochure next monthC.Completeness 完整 一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，切忌含糊不清的信件。D. Clarity 清楚 意思表达明确，要注意：1）避免用词错误：5) As to the steamers sailing from Hong Kong to San Francisco,
4、 we have bimonthly direct services.此处 bimonthly 可以是 twice a month 或者 once two months.，可以改写为：5a) We have two direct sailings every month from Hong Kong to San Francisco.5b) We have semimonthly direct sailing from Hong Kong to San Francisco.5c) We have a direct sailing from Hong Kong to San Francisco.
5、every two months/evert other month.(2) 注意词语所放的位置：6) We shall be able to supply 10 cases of the item only.6a) We shall be able to supply 10 cases only of the item.前者则有两种商品以上的含义。(3) 注意句子的结构：7a) We sent you 5 samples yesterday of the goods which you requested in your letter of May 20 by air.7b) We sent
6、 you, by air, 5 samples of the goods which you requested in your letter of May 20.E. Conciseness 简洁(1) 避免废话连篇：1.We wish to acknowledge receipt of your letter.可改为：We appreciate your letter.2.Enclosed herewith please find two copies of.可改为: We enclose two copies of.(2) 避免不必要的重复(3) 短句、单词的运用：Enclosed he
7、rewith-enclosed at this time-nowdue to the fact that-because a draft in the amount of $1000-a draft for $1000F. Concreteness 具体 G. Correctness 正确2.2 书信格式 StructuresA 结构格式 (layout styles)商务英语书信(Business or Commercial English Correspondence)是指交易时所使用的通信。在美国，常用Business writing，它包括书信、电报、电话、电传、报告书、明信片等。英语
8、和美语在书信体例方面存在着一定的差异，比如信头和称呼、书信格式、遣词、结尾客套语等均有所不同。一般来说，英国书信较为保守，许多英国人喜欢用老式书信体，用词较为正式刻板，而美国书信语言非常生气、有活力，格式也较为简便。因此当我们写信的对象是英国或其旧殖民地国家时，要使用标准式英语 Queens English；如果写信的对象是美国或美国势力范围的地区时，就要用美国英语。当然，英国式的语言文化近年来也有变化，但总体来说，两者间的差异是很明显的。商业英文书信，一般都要求用打字机或电脑整齐地打印，左边各行开头垂直的，称为垂直式或齐头式(Block style)，美国常用这种格式；每段的第一个词缩进去，
9、称为缩进式或锯齿式(indented style)，英国常用此格式。垂直式的职务及签名都在左边的边栏界线，这种格式，在极度尊重工作效率的美国公司，已普遍采用。正式的商业英语书信要在称呼的上方写上收信公司名称和地址或收信人的名字全称、职务及地址，称为信内地址（Inside address） 。信内地址的写法也有垂直式和缩进式之分，垂直式和称美国式将各行并列，缩进式或称英国式将各行依次退缩。不过，近来英国商业书信信内地址并未依次缩进，似乎与美国式相同。此外，在美国还流行一种普通收信人地址的写法，就是在书信的 Inside Address 中，把门牌号和街名都省略掉。Email: 格式 Fax: 格
10、式 （略） B 称谓差异(Greetings) 在英文书信中要使用敬语，最普遍的敬语是Mr, Mrs 和 Miss（用于未婚女性） 。英国人常在男性的姓名之后用Esq. (Esquire 的缩写)，不过在商业上也在慢慢地改用 Mr. Mmes. (Madam 的复数形式 )，用于二个女士以上。Messrs（Mr 的复数形式）用于二个以上的男人，或用于二个以上的男人组成的公司或团体。在英国式英文信里，Mr, Mrs, Messrs，均不加缩写句点，相反地趋向于进步自由的美语反而加缩写句点如 Mr., Mrs., Messrs.。在称呼方面，商业上最普遍的有 Gentlemen（美国式）与 Dea
11、r Sirs（英国式）二种，相当于我国的敬启者或谨启者。如果信是写给革个公司单位的，不是写给某个具体人的，美语用Gentlemen（复数形式） ，英语用 Dear Sirs。如果对方公司只一人时，必须使用 Sir/Dear Sir。称呼后一般要使用标点符号，英国式采用逗号(comma)，美国式用分号(colon)。书信结尾客套语(complimentary close)有多种，相当于我国书信在结尾时使用的敬礼 、致敬、顺安等句。最为典型的美国式写法是 Sincerely 和 Best regards，典型的英国式表达有 Yours sincerely（熟人或知道对方姓名） ，Best wish
12、es, kind regards 和 yours faithfully（不知姓名） 。此外，英国式的客套语还有特别礼貌的格式，但除了特殊情况外，现在不再使用。2.3 基本的交易往来函电 Specimen of Routine Communications in Business1. 交易的先声 Trying the wayDear sirs, May 1, 1988Inquiries regarding our new product, the Deer Mountain Bike, have been coming in from all parts of the world. Report
13、s from users confirm what we know before it was put on the market-that it is the best mountain bike available. Enclosed is our brochure. Yours faithfullyZhang Shan2. 提出询价 InquiryDear Sirs, Jun. 1, 1988We received your promotional letter and brochure today. We believe that your product would do well
14、here in the U.S.A. Kindly send us further details of your prices and terms of sale. We ask you to make every effort to quote at competitive prices in order to secure our business. We look forward to hearing from you soon.Truly,Jack Smith3 迅速提供报价 Prompt quotationDear Sirs, June 4, 1988Thank you for y
15、our inquiry of June the 1st concerning the Deer Mountain Bike. It gives us great pleasure to send along the technical information on the model together with the catalogue and price list. After studying the prices and terms of trade, you will understand why we are working to capacity to meet the dema
16、nd. We look forward to the opportunity of being of service to you.Truly,Zhang Shan4. 交易的契机 Opportunity for businessGentlemen, June 8, 1988We have received your price lists and have studied it carefully. However, the price level in your quotation is too high for this market. If you are prepared to grant us a discount of 10% for a quantity of
