英文商务信函写作的基本知识PPT课件.ppt

Unit 1 Fundamentals of Writing English Business Letters英文商务信函写作的基本知识 1.1 1.1 Introduction（简介）目的：掌握商务信函的写作要求、写作原则、以及信封和信函的基本构成和行文要求。1.2 Requirements for Business Letter Writers（商务信函的写作要求）要写就一封成功的商务信函，需要起草人具备以下条件：（1）精通英语（Good command of English）（2）通晓外贸理论和实务（Knowledge of business theory and practice）（3）通晓术语（Knowledge of technical terms）（4）通晓人的心理（Knowledge of psychology）（5）熟悉推销艺术（Skills in salesmanship）1.3 Seven Guidelines of Writing English Business 1.3 Seven Guidelines of Writing English Business LettersLetters（英文商务信函写作七原则）（英文商务信函写作七原则）“7C原则”，即清楚、简洁、正确、具体、礼貌、体谅和完整。1.清楚（Clarity）商务信函应使读者一目了然，没有艰涩难懂或产生误会之处。2.简洁（Conciseness）言简意赅地表达所需表达的意思，同时又无损于书信的完整和礼貌。3.正确（Correctness）正确的商务信函不仅表现为语法恰当，标点符号和词汇拼写正确，还要求叙述正确、提供的事实和数字无误、写作格式规范、技巧运用恰当以及商业术语正确。4.具体（Concreteness）商务信函必须避免采用模糊、大概和抽象的词语和语句，应尽量运用具体的事实和数字，一般使用主动语态来陈述内容。5.礼貌（Courtesy）在商务信函的写作过程中，及时是礼貌之首。此外，应避免使用可能激怒、伤害对方的言辞或语气，语调上要尽可能站在客户的立场上做到互惠互利。6.体谅（Consideration）发信人应尽可能从收信人的立场来考虑问题，在分析对方会如何理解信息的基础上，提供其所需要的信息。7.完整（Completeness）商务信函必须力求完整，要包括写信人希望收信人做出积极反应的一切情况，或是回答来信所提出的全部问题和要求。1.4 Addressing Envelopes（信封的写法）在寄往国外信函的信封上，收信人和收信人地址以及寄信人和寄信人地址的书写位置，都不同于国内信封的写法，见图1-1。图1-1 寄往国外信函的信封写法General Trading Co.28 North RoadBeijing 100020P.R.China Overseas Trading Co.52 Hooigracht Street Amsterdam,the Netherlands注意事项：（1）寄信人姓名和地址应写在信封的左上角，且务必与封内地址在形式和标点上一致。（2）收信人姓名和地址写在信封中下偏右的位置，收信人的姓名和国名须分行书写。（3）寄信人和收信人的姓名和地址的书写顺序是：先写姓名后写地址。地址的书写应由小至大，先写机构名称，再依次写门牌、街道、城市、州/省及邮政编码，最后书写国名。（4）关于信件类别、投递方式及其他事项说明，写在信封左边寄信人地址下，或写在左下角。如怀疑信件能否送交收信人，可在信封最下边标明：IF UNDELIVERED PLEASE RETURN TO XXX，即：如无法投递，请退交XXX。1.5 Parts of English Business Letters（英文商务信函的组成部分）1.信头（Letter head）信头也称为信笺抬头，由寄信人公司名称、地址、电话号码、E-mail地址和传真构成。信头通常位于信纸的最上端。2.日期（Date）日期顶边写在信纸的左边或右边，距离信头三到四行。注意事项：（1）年份必须全部写出。（2）月份最好用英文全拼，不提倡用缩略式。（3）日期可以用序数词或基数词。（4）年份前要加逗号。（5）日期切忌全部用数字表示。3.信函编号（Reference number）给信函编号是为了便于往来书信的存挡和查阅，一般采用Your Ref.（你方编号）或Our Ref.（我方编号）。信函编号通常放在日期的上方或与日期平齐靠左的位置，打上如下字样：Your Ref.：Our Ref.：4.信内地址（Inside address）信内地址包括收信人的姓名、头衔、单位名称、营业地址以及城市、国家名称和邮政编码。收信人的姓名和地址应和信封上的内容相同。信内地址一般在信纸左上角低于日期的地方。书写顺序是由小单位到大单位。每项内容单独成行：Mr.Francis Lawrence Vice President Swinton Co.87 Unico Avenue Toronto,ST 9878 Canada5.称呼（Salutation）称呼写在信内地址下面空两行处。常见的正式称呼有：Dear Mr.Smith，Dear Mrs.Smith，Dear Miss Brown，Dear Ms.White。如果称呼多个男性，则在姓名前用Mr.的复数形式Messrs。Mrs.没有复数形式，如果称呼多个女性，则在姓名前用Mmes.，如Mmes.White and Gray。写信给一家公司时，通常用Dear Sirs，也可以用Gentlemen。6.事由（Subject）事由是为对方在阅读信的正文以前对信的主题、内容有一个了解，也便于登记归档和查卷。写在称呼下面、信的中间位置。事由下面可以划线，也可以不划线，有时可全部用大写字体。例如：Subject：Mens BicyclesRe：Sales Confirmation No.2536Your Order No.：Reference：7.信函正文（Body of the letter）信函正文是商务信函中最重要的部分，要遵循“7C原则”。正文一般遵循三段式的格式。第一段一般是引入主题，第二段详细讨论，第三段以总结或建议来结束全文。需两页或更多的信纸时，在前一页最后一行的右边写上to be continued。续页应采用不带信头的信纸，并注明收信人名称、页数和日期。如：Mr.John Smith,Page 2,June 3,20058.信尾客套语（Complimentary close）信尾客套语是一种礼貌，是结束信函的正式方式，类似中文信函中的“此致，敬礼”等。常用的有：Sincerely,Sincerely yours,Yours sincerely,Best regards；更亲切一点的有：Cordially,Cordially yours；再正式一些的有：Yours truly,Respectfully yours,Yours faithfully。注意，只有第一个字母大写。一般打印在正文下面空一行处。9.签名（Signature）签名通常在信尾客套语下空三行的位置。签名可采用不同写法，一般包括：公司名称、写信人的手写签名、写信人的打印签名、写信人的头衔。有时，也可以不写公司名称。例如：Yours truly,General Trading Co.（Signature）John SmithSales Manager10.经办人代号（Reference notation）经办人代号是提供信件产生的信息资料，便于必要时查对之用。经办人代号是由信件口授者和秘书的姓名首字母组成，用冒号或斜线号分开，可用以下方式书写：FCM/HL，FCM:HL，FCM/hl，fcm:hl11.附件（Enclosure）假如信封内除信纸外，尚附有其他文件，可以在信中说明附件份数和内容。当附件只有一件时，注明Enclosure 或Encl.即可；一件以上时，要加上编码，以便收信人识别，用Enclosures.说明。例如：Enclosures 3:1.Birth Certificate2.Visa3.Letter of Reference12.抄送（Carbon copy/C.C.）发信人若需把此信抄送给有关单位，可在附件下方即信左下端打上C.C.，然后打上抄送单位的名称，例如：C.C.:The Bank of ChinaCopies to:directorsCc to:CEOCopy to:Sales Manager13.附笔（Postscript/P.S.）若写完信后还须附加项目时，就需补述，这类似于中文信中的附言。有时并非真正将忘了写的事情补上，而是故意引起对方的注意。附笔被放在抄送下方。在写完P.S.之后，有时也把签字人姓名的首字母缩写附在最后。1.6 The Opening and Conclusion of English Business Letters（英文商务信函的开头和结尾）信函的开头应该直入主题，要避免空洞。根据书写商务信函的目的不同，开头一般分为两大类：一是回复信件；二是主动与对方联系。对于回复信件，可采用以下方式开头。1.英文商务信函的开头（1）感谢对方的来信 We thank you for your letter(inquiry,telex,e-mail,fax etc.)of Thank you for We appreciate We were pleased to receive Please accept our thanks for（2）对来信进行回复We are pleased to reply to your letter(inquiry,telex,e-mail,fax etc.)of In answer to In response to In reply to（3）回复来信中的有关问题With reference to your letter(inquiry,telex,e-mail,fax etc.)ofIn reference to Referring to We refer to（4）回复来信中提出的要求或指示As requested in your letter of As required As instructed According to the request/instruction In accordance with In compliance with In conformity with（5）表达满意和欣喜We were gratified to learn from your letter of thatWe were glad It was a pleasure（6）表达遗憾和惊讶We regret to learn from your letter of that We were sorry We were surprised 对于主动和对方联系的商务信函，可以用以下方式开头。Your company has been recommended to us by We have learnt from that The name of your reputable firm has come to us throughWe have had your name and address given to us by（1 1）通过别人的介绍了解到对方）通过别人的介绍了解到对方（2）对以前信函的补充或确认Further to our letter of 对我方某月某日的信函补充如下 With further reference to our letter of Confirming our letter/conversation of 我方确认某月某日的信函/会谈We confirm that out letter of and 我方确认某日信函并 With further reference to 对进一步补充如下（3）通知对方一些情况This letter is to inform you that We are pleased We have the honor We have the pleasure informing you that 兹荣幸地通知贵方 We regret to inform you that 我们遗憾地通知贵方 2.英文商务信函的结尾 商务信函的结尾应该简洁、中肯，与写信的主旨相符。根据是否需要对方回复把结尾分为两类。对于期待对方回复的信件，可以用以下的方式结尾。We shall be glad to have a/an/your reply(answer,favorable news,comment etc.)We hope to be favored with We shall be obliged for We are waiting for We shall appreciate We look forward to 对于期待对方回复的信件，可以用以下的方式结尾。对于期待对方回复的信件，可以用以下的方式结尾。We trust to hear from you about/concerning/in this respect/in this matter.We hope to hear We shall be glad to hear Please let us hear Will you let us hear 对于无须对方答复的信函，可以用以下两种方式结尾：对于无须对方答复的信函，可以用以下两种方式结尾：（1 1）表达感谢或希望继续合作的意愿）表达感谢或希望继续合作的意愿We thank you for the services you rendered in this matter.Thank you for your attention to this matter.We appreciate your patronage and hope that the pleasant relationship established between us will continue.Your favorable cooperation will be greatly appreciated.（2）表达歉意We apologize for the delay in replying to your letter.We regret the trouble we are causing you.Please accept our apology for the inconvenience we have caused you.We regret that we are unable to be of assistance to you.We regret that we cant meet your requirements.1.7 Useful Sentences in Common Business 1.7 Useful Sentences in Common Business LettersLetters（一般商务信函中的实用语句）（一般商务信函中的实用语句）1.回信We are offering a sound article at popular price,and we should appreciate an opportunity to substantiate our claims.In answer to your favor of the 8th June,we inform you that we are unable to take the goods offered by you.In answer to your inquiry for bran,we offer you 40 tons of the same.2.收讫We acknowledge receipt of your letter of yesterday,and gratefully accept the appointment on the terms you mention.We acknowledge receipt of your letter of the 15th inst.Kindly acknowledge receipt,and have the goods sent by the last steamer in December.We duly received your favor of the 25th June,contents of which we note with thanks.3.通知We inform you that I have now removed my factory to the above address.Having established ourselves in this city,as merchants and general agents,we take the liberty of acquainting you of it,and solicit the preference of your order.We are pleased to inform you that our business will be turned into a limited company on the 1st August.4.确认In confirmation of my cable today,I regret to state that the factory was completely destroyed by fire last night.We confirm our call of last week respecting our offers to you.We confirm our respects of the 3rd June,and inform you that your consignment has duly arrived.Confirming our letter of last week,we ask you to appoint an early interview with our representative.5.愉快欣慰We have the pleasure to inform you that we will forward by tomorrows mail to the Bank five bonds of USD500 each.We have the pleasure of enclosing herewith the documents.We have pleasure in enclosing herewith a Bill of Lading covering 50 bales of cotton.6.附函We enclose for realization drafts as per the list at foot.Enclosed please find the invoice of 80 bales wool bought by your order.Enclosed please find three orders for immediate attention.An order form is enclosed.Fill it out and attach your check.7.迅即Kindly see the empty sacks are returned as promptly as possible.The goods were at once dispatched by rail to your address.Please give us forwarding instructions promptly.Please deliver these goods with all speed to the London dock.8.依照、关于In accordance with your letter of yesterday,I am sending tonight 15 cases of whisky.Referring to our conversation of this morning,we enclose a pamphlet describing our new articles.With reference to your letter of the 16th inst.,we are glad to inform you that there has been a great demand for the articles.9.期满、到期The steamer will be due in Yokohama on the morning of the 15th May.I received in due course your letter of the 28th June.We have duly received your valued favor of the 16th May.10.抱歉、遗憾We are sorry to learn from your letter of the 10th June that your customer is still dissatisfied with the condition.We are sorry that we have taken the liberty in writing you prematurely on the subject.I am regretted to have to inform you that two cases of them are so bad in quality.11.荣幸We feel specially honored to be given this opportunity to meet such a nice group of distinguished people like you.Today,we feel very much honored to have Prof.Wilson with us.12.感谢We take this opportunity to thank our patrons and friends for the liberal support extended to us during our business career.We appreciate your telling us about the defective sets,and are glad to make things right.While thanking you for your valued support,I wish to ask for a continuance of your confidence in the new company.13.提供服务We wish to assure you that we appreciate an opportunity afforded us for service.In the meantime,please be assured of our most cordial good wishes and of our desire to be of service.We thank you for the opportunity to be of service to you.We are always pleased to serve you at any time.14.希望、愿望We hope to hear from you favorably.We hope that you will give this matter prompt attention.We hope this action will meet with your approval.15.留意签名We would ask you kindly to note our respective signatures given below.I request your attention to his signature,appended below.16.诚请回信Then send back the postcard and well gladly tell you without a bit of obligation,of course.A postcard is enclosed for your convenience in requesting further information.Make out your check for USD50,put it in the enclosed envelope,and start it on its way to us at once.1.8 Formats of English Business Letters（英文商务信函的格式）商务信函要达到良好的沟通效果，一方面要撰写恰如其分的句子和段落，另一方面还必须运用恰当有效的信函格式。英文商务信函有三种常用的格式：缩行式（the indented form），齐头式（the block form）和修正齐头式（the modified block form）。（1）缩行式 如图1-2所示，缩行式信函的日期行、结尾客套语、作者姓名和头衔都从所在行中间偏右的位置开始写，事由行居中。每个段落的第一行从左边界空5个字母的位置开始，其他各行都从左边顶头写。The indented stylenThe indented style is a traditional British practice with the heading usually in the middle and the date line on the right-hand side.The complimentary close my be in the center or commence at the center point.The indented style takes 4 or 5 letters in the first line of the each paragraph in the body of the letter.It looks attractive and makes for easy reading,but it is not convenient to type.图1-2 缩行式信函格式LetterheadOur Ref No.:Your Ref No.:June 1,2005International Investment Ltd.77 Pearl RoadSwanton,Manchester,EnglandDear Madam,.Yours sincerely Zhaou Hua Zhou Hua Manager（2）齐头式 如图1-3所示，齐头式信函的每一行都从左面的边界开始写，前面不留空格。The block stylenThe block style is an American style,which has now come to be much more widely used than before.Its striking feature is that all typing lines inclusive of those for the date,inside name and address,salutation,caption,each message praragraph and complimentary close begin at the left-hand margin.Business letters with full block form,along with open punctuation or mixed punctuation,are paragraphed by equal line spares.For this letter style,the open punctuation patternis used,the end of the dated lines,the situation,the complimentary close and signature block lines are unpunctuated,but comma is necessary between the day and the year in the date line and full stop is retained after the addreviation such as“Co.”“Inc.”and“Ltd.”.It is compact and tidy and it is convenient to type图1-3齐头式信函格式LetterheadOur Ref No.:Your Ref No.:June 1,2005International Investment Ltd.77 Pearl RoadSwanton,Manchester,EnglandDear Madam,.Yours sincerelyZhou HuaZhou HuaManager（3）修正齐头式 如图1-4所示，修正齐头式信函类似于缩行式信函，但段落首行不缩进。The modified block stylenThe modified block style is a combination of the indented style and the block style.It is also called semi-block style or mix-block style.It is an eclectic style and most widely used in international trade图1-4修正齐头式信函格式LetterheadOur Ref No.:Your Ref No.:June 1,2005International Investment Ltd.77 Pearl RoadSwanton,Manchester,EnglandDear Madam,.Yours sincerely Zhou Hua Zhou Hua Manager