外贸函电-还盘

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第六章C o u n t e r-O f f e r s还盘

第一节C o u n t e r-O f f e r s L e t t e r s还盘信

一、T h e S t e p s o f W r i t i n g C o u n t e r-o f f e r L e t t e r s还盘信的写作步骤

还盘(C o u n t e r O f f e r)又称还价。指交易一方收到对方报盘后,不同意或不完全同意报盘中的内容,但又有意达成交易,为进一步洽商,便向对方提出新的条件,修改条件或其他要求,均称为还盘。

还盘是对卖方的原报盘的部分或全部拒绝。在还盘信中,买方可对报盘的某些条款提出不同意见。为了向卖方表明自己的立场,买方应阐明适当的理由,继而提出自己的条件。对买方的提议卖方可以接受或拒绝。如果拒绝,卖方可提出反还盘。这个过程可能有很多轮,直至最后成交或交易谈判失败。

还盘是对发盘的拒绝。还盘一经做出,原发盘即失去效力,发盘人不再受其约束。

还盘可以有很多轮直至成交或取消交易。在还盘时,重要的是清楚地陈述自己的观点,认真选词避免误解,这里可以参考报盘的规则。

还盘信结构如下:

1.感谢对方的报盘;(T h a n k i n g t h e r e a d e r f o r t h e i r q u o t a t i o n)

情景搭配用语:[U s e f u l e x p r e s s i o n s]

●W e w i s h t o t h a n k y o u f o r y o u r l e t t e r o f…(感谢你方……的来信)

●T h a n k y o u f o r…(感谢……)

●I n r e p l y t o…(回复……)

●W e t h a n k y o u f o r…(感谢……)

2.对不能接受报盘表示歉意;(S h o w i n g y o u r r e g r e t f o r n o t b e i n g a b l e t o a c c e p t t h e o f f e r)

情景搭配用语:[U s e f u l e x p r e s s i o n s]

●W e r e g r e t t o s a y…(很遗憾……)

●W h i l e w e t h a n k y o u f o r…(感谢……但是……)

●R e g r e t f u l l y…(很遗憾……)

3.说明自己不能接受报盘的理由;(S t a t i n g t h e r e a s o n s f o r n o t b e i n g a b l e t o a c c e p t t h e o f f e r)

情景搭配用语:[U s e f u l e x p r e s s i o n s]

●A s t h e m a r k e t i s d e c l i n i n g…(由于市场下跌……)

●O u r c u s t o m e r s f i n d i t t o o h i g h t o a c c e p t.(我方客户认为太高无法接受。)

●S o m e o t h e r m a k e s c a n b e e a s i l y o b t a i n e d a t m u c h l o w e r p r i c e s.(可以低价得到其他产品。)

4.阐述自己的观点,包括可以接受的条款、价格等(做具体还盘);(S t a t i n g y o u r o w n i d e a,i n c l u d i n g t e r m s a n d c o n d i t i o n s a c c e p t a b l e,e t c.)

情景搭配用语:[U s e f u l e x p r e s s i o n s]

●I f y o u r e d u c e y o u r p r i c e b y…(如果能降价……的话)

●W e s u g g e s t y o u r e d u c e y o u r p r i c e b y…(建议你方降价……)

● A r e d u c t i o n o f 3% w i l l h e l p u s p r o m o t e t h e p r o d u c t.(降价3%会帮助我方促销。)

5.表示希望对方考虑自己的还盘,敦促对方尽早接受,并提示一起做生意的机会。(W i s h i n g t h e r e a d e r t o a c c e p t y o u r c o u n t e r-o f f e r, u r g i n g t h e r e a d e r t o a c c e p t e a r l y, a n d m e n t i o n i n g t h e o p p o r t u n i t i e s o f d o i n g b u s i n e s s.)

情景搭配用语:[U s e f u l e x p r e s s i o n s]

●W e w i s h y o u w i l l c o n s i d e r…f a v o r a b l y.(希望同意……)

●W e a r e a n t i c i p a t i n g y o u r f a v o r a b l e…(盼你方早日肯定答复……)

●W e a r e s t i l l i n t e r e s t e d i n d o i n g b u s i n e s s…(我们还希望与你方做生意……)

二、Text Explanation and V ocabularyⅠ课文分析和词汇1

Dear Sirs,

RE:COUNTER-OFFER FOR BICYCLES

Thank you for your letter concerning the offer for the captioned1bicycles. Although we appreciate the quality of your bicycles, their price is too high for us to2accept. (提及上一封信,并直接表明自己的看法)Referring to3the Sales Confirmation4No.8965, you will find that we ordered 1000 bicycles of the same brand5at the terms and conditions6stipulated7in that Sales Confirmation, but the price was 10% lower than your present price. (解释还盘的原因。)

Since we placed the last order, price for raw materials8has been decreased considerably9. Retailing10price for your bicycles here has also been reduced11by 5%. Accepting your present price will mean great loss12to us, let alone13make profits14. (进一步说明理由。)

We would like to place repeat orders15with you if you could reduce your price at least16by 1.5%. Otherwise17, we have to shift18to the other suppliers19for our similar request. (表明自己的立场。)We hope you take our suggestion into serious consideration20and give us your reply as soon as possible.(希望对方考虑还盘并早日回复。)

Yours truly,

讲解:

第一段:

Thank you for your letter concerning the offer for the captioned1bicycles. Although we appreciate the quality of your bicycles, their price is too high for us to2accept.

1.captioned标题下的。还可以说subject,意为标题下的。

2.Too…to太……而不能……。

例:

(1)This price is too high for us to accept. (这个价格太高,我们不能接受。)

(2)This seems too good to be true. (这看起来太好了不像真的。)

讲解:

第二段:

Referring to3the Sales Confirmation4No.8965, you will find that we ordered 1000 bicycles of the same brand5at the terms and conditions6stipulated7in that Sales Confirmation, but the price was 10% lower than your present price. Since we placed the last order, price for raw materials8has been decreased9considerably10. Retailing11price for your bicycles here has also been reduced12by 5%. Accepting your present price will mean great loss13to us, let alone14make profits15.

3. referring to关于。意思同with reference to,with regard to。

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