英文外贸函电第二章

《英文外贸函电》教案

西安外国语大学高职部 教案专用页

内容（标题）UNIT TWO

LETTERS OF ESTABLISHING BUSINESS RELATIONS

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教学目的和要求

The establishment of business relations is one of the important undertakings in the field of foreign trade. The aim of this unit is to make students understand how to establish new business relations and keep old ones.

重点难点及其处理1. Techniques in our enquiry;

2. Points must be observed in the replies to the enquiry;

3. Positivity, neutrality and conditionality;

4. Positive Sandwich Principle.

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案例教学、小组讨论

参考文献

【1】樊红霞、汪奠才主编：英文外贸函电，外语和教学研究出版社，2007年9月第1版。

【2】尹小莹、杨润辉编著：外贸英语函电，西安交通大学出版社，2008年6月第4版。

【3】刘志伟主编：国际商务函电及沟通，对外经济贸易大学出版社，2005年8月北京第1版。

课外作业及要求

1. Exercises VII. On P.40.

2. Translate the following sentences into English.

1) 我公司是该地区电子产品的主要进口商之一。我们借此机会和贵方接洽，希望和贵方建立贸易关系。

2）我公司经营机械设备的进出口业务已多年，我们的产品在许多国家享有盛誉。

3）承蒙我国驻北京大使馆商务参赞介绍，得悉贵公司名址。

4）有关我方资信状况，请向中国银行上海分行查询。

教学内容：

I. General Introduction (5’)

Establishing business relations is the first step to develop trade ties. A successful business person is able to get new opportunities for the company he or she works for. Since business growth and expansion largely depend on the establishment of business relations, writing appropriate business letter in this respect is vitally important. To establish business relations is to know about your clients in terms of business lines and capacities, financial credit, and the intention to make contacts. In international trade, one may establish business relations with companies in other countries through such channels as banks, chamber of commerce (商会), trade directories (贸易通讯录), business associates (商业伙伴), commercial counselors’ offices (商业顾问), commercial office of embassies (大使馆商务处), advertisements, exhibitions and trade fairs (展览会和商品交易会), market surveys (市场调查), recommendations by business partners or clients (商业伙伴或客户的推荐), and other sources.

When writing a letter to start business with another company, you are supposed to tell your readers how you get this address and what your business line is, then state your purpose and request, and finally express your sincere wish to cooperate in future and your hope to get a favorable reply soon.

If you reply to a letter of this kind, you should try to answer all the questions with necessary information the other part required. Please remember to reply promptly and politely even if you are unable to meet the needs. The reasons should be made clear so as to leave space for future cooperation.

II. Letters for Establishing Business Relations (60’)

1. To a Chamber of Commerce

Dear Sirs,

We desire1 to expand the business2 we do with Middle East countries, and would be most grateful if you could3 provide us with a list of reliable business concerns4 in your area who might be interested in importing Chinese electronic products5.

We are a well-established6 exporter of all kinds of Chinese goods, especially electronic and hi-fi products7 (see enclosed catalogs). Having been in this line8 for more than 30 years, we are confident we can give our customers complete satisfaction.

As to9 our credit and financial standing10, we refer you to11 the Bank of China and the

Chamber of Commerce in Guangzhou.

We greatly appreciate12 your help and earnestly await your reply.

Yours faithfully,

Wang Fang

Wang Fang

Export Manager

China National Electronic Imp. & Exp. South-China Corp.

Notes:

1. desire to do (=expect to do)

2. expand the business ( with ) 扩大（和……的）业务