一单元准备交易.ppt

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1、中等职业教育国家规划教材,外贸英文函电基础,第一单元 准备交易,建立业务关系是对外贸易工作中准备交易阶段一项十分重要的环节。业务关系好、客户多，做成交易的机会也就多。另外，在选择贸易伙伴，建立业务关系之初，首先要对新的贸易对象进行资信调查，以免蒙受经济损失。工作任务一 建立贸易关系 工作任务二 资信调查,案例背景介绍,浙江彩虹进出口有限公司（Zhejiang Rainbow Imp.&Exp.Corp.）是一家股份制服装企业，主营运动服的设计与生产。于2001年9 月16日正式注册成立。公司注册资本300万元人民币，总投资1000万人民币。该公司生产的产品个性鲜明，风格独特，产品在国内外享有盛

2、誉。地址：中国浙江省温州秋涛路188号邮编：325000电话；(0577)56586541传真；(0577)56586542,案例背景介绍,上海浦东发展银行地址Shanghai Pudong Development Bank 上海浦东路58号No.58 Pudong RoadShanghai,China美国雅美服装集团发展有限公司上海代表处（USA GARMENT CO.Shanghai Representative office）是一家服装进口商，于2002年9月12日正式注册成立，公司注册资本500万元，总投资1000万元，公司现占地面积2000平方米，现有员工500余人。,案例背景介绍,

3、该公司主要为各地经销商做代理业务，销售网遍及亚洲地区，而且与世界著名超市的良好关系使该公司在市场上有特殊的优势。地址：上海黄埔路8号邮编：200023电话：(021)58310976传真：(021)58310977网址：,Task One Establishment of Business Relations（建立贸易关系）,学习目标【知识目标】1.了解建立贸易关系信函的基本类型，掌握该类 信函的基本种类、常用贸易术语和典型句式。2.掌握建立不同贸易关系的方法。【能力目标】1.能够运用所学专业术语、典型句式进行建立贸 易关系信函的写作；2.能够对已知信函作出回复；3.能够用英文对已知公司做简单

4、的介绍。,知识导航,建立贸易关系是国际贸易交易中的第一步，也是十分重要的环节之一。在国际贸易中，买卖双方可以通过互联网、广告、银行、国内外商会、展览会等渠道获得有关商贸信息。建立业务关系的信函，一般包括以下信息：你获得对方信息的来源、你的意图、自我介绍、有关你公司的财务状况和信誉。如果写信人是出口商，为了使新客户对自己所经营的产品有所了解，往往在首次交往时需要给对方寄去产品目录、样品、价目单；如果写信人是有意购买对方产品的进口商，则需要索要这些资料，并在信函结束时说明你的期望。要求建立业务关系的信函，文字要规范，给对方以良好印象，建立业务关系后，应保持并发展这种关系。,任务解析,子任务1.了解

5、建立贸易关系的基本框架Find general information about partners through a bank,advertisements in newspapers,Commercial Counselors Office in foreign countries,etc.Tell the addressees how and where their names and addresses are known.Provide necessary information about yourself.The intention of writing the letter

6、and the specific goods you want to purchase.State briefly and clearly the business scope of your company.Stress the point that you should express your expectation of cooperation.Expect an early reply.,任务解析,子任务2.关于建立贸易关系的样例示范1）Requesting to Establish Business RelationsDear Sirs,Your name and address

7、have been recommended to us by the Commerciao Counsellors Office of our Embassy in your country as the leading importer of various foods.We now avail ourselves of this opportunity to write to you and see if we can establish business relations with you.Our corporation,founded in 2000,is one of the la

8、rgest exporters engaged in food industry.With more than eight years experience,we have been providing all kinds of foods to the world such as chocolate,candy,fruit,canned goods,and etc.,任务解析,子任务2.关于建立贸易关系的样例示范To acquaint you with a general idea of our products,we enclosed herewith a copy of our broc

9、hure covering the main items we deal in at present.If you find any of these items interesting,please let us know ASAP.We shall be glad to send you quotations and samples on receipt of your specific enquiries.We look forward to receiving your early reply.Yours sincerely,(Signature),任务解析,子任务2.关于建立贸易关系

10、的样例示范2)Replying to a Request to Establish Business RelationsDear Sirs,Your letter of March 1 has been received by us for attention.As the items mentioned in your brochure fall within the scope of our business activities,we shall be pleased to enter into direct business relations with you.We have lea

11、rned that you are one of the leading exporters of various foods in China.,任务解析,子任务2.关于建立贸易关系的样例示范2)Replying to a Request to Establish Business RelationsWe are importers of the same line of business,having a business background of 6 years,and now particularly interested in your apples.We would highly

12、 appreciate it if you would send us by airmail catalogues,sample books and all necessary information regarding apples so as to acquaint us with your supplies.We await your early reply.Yours faithfully,(Signature),任务解析,子任务3.掌握建立贸易关系的常用表达Useful SentencesWe have heard frome.g.We have heard from that yo

13、u are potential buyers of Chinese silk products,which comes within the scope of our business activities.从获悉，贵方是中国丝绸品有潜力的买主，而该商品正属于我们的业务经营范围。We learn from that your firm specialized in.e.g.We learn from that your firm specialized in quality furniture,and would like to establish business relationship

14、with you.从获悉贵公司专门经营优质家具，现愿与贵公司建立业务关系。,任务解析,子任务3.掌握建立贸易关系的常用表达Useful SentencesWe are willing to e.g.We are willing to enter into business relationship with you.我方愿意与贵公司建立业务关系。We would like to take this opportunity to e.g.We would like to take this opportunity to establish business relationship with y

15、ou.我方愿借此机会与贵公司建立业务关系。We have been in this linee.g.We have been in this line of business for more than twenty years.我方经营这类商品已有二十多年的历史了。,任务解析,子任务3.掌握建立贸易关系的常用表达Useful SentencesWe take this opportunity to introduce e.g.We take this opportunity to introduce ourselves as an exporter dealing exclusively(专

16、门地)in Garments.利用此机会介绍,我公司为专门经营服装的出口商。We shall appreciatee.g.We shall appreciate your catalogues and quotations.如能惠寄贵公司的商品目录和价目单，当十分感激。We will be pleased to e.g.We will be pleased to have your catalogues and quotations.随函寄出我方最新目录及价格表一份。,任务实训,工作任务浙江彩虹进出口有限公司（Zhejiang Rainbow Imp.&Exp.Corp.）经理Lily的名义写

17、一封建立贸易关系的信函，要求：介绍得知对方情况的途径，说明来信意图。介绍自己公司和产品的情况，并寄一套最新的产品目录。表达与对方合作的愿望，并希望早日得到答复。,任务实训,操作示范Zhejiang Rainbow Imp.&Exp.Corp.118 Qiutao RoadWenzhou,ChinaJuly 1,2012USA GARMENT CO.Shanghai Representative office8 Huangpu RoadShanghai,ChinaDear Sir or Madam,We have learned from Alibaba Website that you are

18、 in need of 1000 pieces of sports clothes,which just fall into,任务实训,操作示范our business scope.We are writing to enter into business relations with you on a basis of mutual benefit.Our corporation,as a private foreign trade organization,specializes in manufacturing sports Clothes,and we have got a lot o

19、f experience.Our products are made of environmental friendly material,100%cotton,and good in airiness,moisture absorption,fashion in design,and comfortable in wear.,任务实训,操作示范Enclosed is our latest catalogue on sports clothes,which may meet your demands.It will be a great pleasure to receive your inq

20、uiries against which we will send you our best quotations.We are looking forward to your early reply.Yours faithfully,Zhejiang Rainbow Imp.&Exp.Corp.Lily,知识链接,建立贸易关系的信函，通常会涉及到以下几方面的内容；介绍得知对方情况的途经；来函的意图；自己公司情况简介；提供资信人。若意欲从对方进口货物，可要求对方寄目录、价目表、样品等；若意欲向对方介绍推销自己的产品，同样应寄去目录、价目表等资料。最后，还应表示愿与对方相互合作、互惠互利之类的真

21、诚愿望。有关建立联系的信函，需要把握“CPSIR”原则：C=companys name,P=product,S=service,I=information source,R=recommendation(either the name of a company or a person)。,Task Two Financial Standing Investigation（资信调查）,学习目标【知识目标】学会关于资信调查信函的相关专业术语和典型句式；掌握调查资信的方法。【能力目标】能够运用所学的专业术语、典型句式撰写一般资信调查的信函；能够对一般资信调查作出答复。,知识导航,国际贸易的交易双方相

22、距较远，获取对方资信的机会比较少，一次失败的交易往往带来巨大的损失。所以，在选择贸易伙伴，建立业务关系之初，首先要对新的贸易对象进行资信调查，以免蒙受经济损失。资信调查是指根据客户委托调查有关企业的基本背景、信用状况、付款能力、不良记录等信息，形成资信调查报告，并将该报告或信息向客户提供的业务。通常情况下做资信调查可分为向银行调查和客户查询，有时也可通过国际专业的资信调查代理机构查询。,任务解析,子任务1.了解资信调查函的基本框架Self-introducing(if necessary)Tell the addressees why they are chosen to make the F

23、inancial Standing Investigation or how and where their names and address are known.(if necessary)Indicate your purpose and desire or reasons to obtain credit information.Promise to treat any information strict confidence.Express your expectation and thanks.,任务解析,子任务2.关于资信调查的样例示范 1）Credit StatusApril

24、 9,2012Information Service Dept.Bank of China,Qingdao BranchQingdao,Shandong,ChinaDear Sirs,Re:Private&Confidential Recently we have received an order to the value of USD 150,000 from a new customer-the Colston Engineering Company Ltd.,in Lagos,Nigeria.As we have never done any business with them be

25、fore,we wonder if you could obtain for us information about their financial and credit standing.Their reference is the National Bank of Nigeria,Lagos.Any information you may give us will be treated strictly in confidence.Thank you in advance for your cooperation.Yours faithfully,Shangdong Artware Im

26、port&Export Corporation,任务解析,子任务2.关于资信调查的样例示范2)A favourable replyApril 11,2012 Shandong Artware Import&Export Corporation32 Guizhou Road,266027,Qingdao,ChinaDear Sirs,Re:Private&Confidential In reply to your letter of April 9,we now enclose a copy of the report on the Colston Engineering Company Ltd

27、.,The company you inquired about is a private company run by two brothers and was founded fifteen years ago.They are enjoying a high reputation in the business circles as they have never failed to meet their accounts in time.In our opinion.In our opinion,you would run no risk in doing business with

28、them in the sum you mentioned.Please note that this information is given without any responsibiltity on our part and should be held strictly confidential.Yours faithfully,Information Service Dept.Bank of China,Qingdao Branch,任务解析,子任务3.掌握资信调查函的常用表达 Useful SentencesWe owe your name and address to e.g.

29、We owe your name and address to the Chamber of Commerce in your country who has informed us that your are in the market for silk product.承蒙贵国商会的介绍，我们得知贵公司想要购买丝绸制品。We have obtained youre.g.We have obtained your address in the China Business Directory.我们从中国企业名录获得你方地址。We got the information from e.g.We

30、 got the information from our sales manager that you have the desire to cooperatewith our firm in marketing our silk products.,任务解析,子任务3.掌握资信调查函的常用表达 Useful SentencesWe avail ourselves of this opportunity toe.g.We avail ourselves of this opportunity to approach you for the establishment of trade rel

31、ations with you.我们利用此次机会与贵方接洽，以期与贵方建立业务关系。Our company is one of the leading manufactures of e.g.Our company is one of the leading manufactures of silk products in China,with the headquarter based in Nanjing,China.我们公司是在中国的丝制产品的主要生产商之一，总部设在中国南京。We inform you that we have been engaged ine.g.We inform

32、you that we have been engaged in this business for the past 25 years.我们告知贵方，我们已从事此项业务25年。,任务实训,工作任务(一)美国雅美服装集团发展有限公司上海代表处经理王翔收到浙江彩虹进出口有限公司发来的建交函后，立即向自己的银行发出信函，请求银行对该公司做资信调查，同时保证对此信息进行保密。工作任务(二)上海浦东发展银行经过调查后向美国雅美服装集团发展有限公司上海代表处经理王翔发出信函，告之浙江彩虹进出口有限公司的资信状况。,知识链接,为了防范信用风险，外贸业务员必须要通过有效途径对客户（尤其是新客户）进行资信调查

33、。资信调查的途径有：1）通过国内的商务机构调查。2）借助对方所在国的工商机构、商会、贸易协会及 我国驻外使领馆调查。3）利用银行等金融机构调查。4）通过其他客户调查。5）托专业资信调查机构调查。资信调查的内容有：1）企业的基本信息：名称、地址、注册资本。2）企业的信用和财务信息：经营状况、客户的财务 状况。,第二单元 磋商交易,交易磋商的程序一般分为询盘、发盘、还盘、接受四个环节。其中，发盘和接受是达成交易的基本环节，是合同成立的必要条件。在国际贸易中，买卖双方无论采用口头还是书面方式磋商，均通过发盘和接受达成交易。工作任务一 询盘 工作任务二 发盘 工作任务三 还盘 工作任务四 受盘,案例背

34、景介绍,浙江朝阳进出口有限公司（Zhejiang Chaoyang Imp.&Exp.Corp.）是一家股份制外贸企业，于2002年1月18日正式注册成立。公司注册资本1,000万元人民币,总投资3,500万元人民币，公司现占地面积30,000平方米。现有员工2,000余人，大专以上学历300余人。该公司专业生产童装，一直以来致力于童装系列产品的开发与生产，产品远销欧美各地，享誉国内外。产品以015岁少年儿童为主要消对象，产品设计风,案例背景介绍,格个性鲜明、童趣盎然、色彩独特，引领时尚，尽显童真本色，是一家集设计、生产、销售于一体的现代化童装企业。地址：中国浙江省杭州市中山路118号邮编：3

35、1000电话：0571-88321455传真：0571-88321456E-mail:网址：www.,案例背景介绍,英国捷贸公司（British Fast-Trade Company）是欧洲地区最大的童装进口商，于2000年8月16日正式注册成立，公司注册资本1000万美元，总投资3000万美元，公司现占地面积16000平方米，现有员工1500余人。该公司主要为各地童装经销商做代理业务，每年进口额超过150万美元，销售网遍布欧洲及亚洲地区。地址：英国伦敦人民大街8号邮编：20015电话：（020）236-1882传真：（020）236-1883网址：,Task One Enquiries(询盘

36、),学习目标【知识目标】1.学会询盘函的写作框架、相关专业术语和典型句 式；2.掌握一般询盘和具体询盘的区别。【能力目标】1.能够运用所学的专业术语、典型句式撰写一般询 盘和具体询盘的信函；2.能够对一般询盘和具体询盘作出答复。,知识导航,询盘（inquiry）,又称询价，是指交易的一方有意购买或出售某种商品，向对方口头或书面发出的探询交易条件的过程。其内容可繁可简，可只询问价格，也可询问其他有关的交易条件。询盘对买卖双方均无约束力，接受询盘的一方可给予答复，亦可不作回答。但作为交易磋商的起点，商业习惯上，收到询盘的一方应迅速答复。写信人泛泛地询问为一般性的询盘，写信人针对某一商品具体的询问为

37、具体询盘。,任务解析,子任务1.了解询盘函的基本框架Tell the addressees how and where their names and addresses are known.Provide necessary information about yourself.The intention of writing the letter and the specific goods you want to purchase.Invite a quotation or an offer,just like a price list,a catalogue,samples and o

38、ther terms with your exact requirement.Stress the point that the quotation should be reasonable and competitive and state the possibility of placing an order.Expect an offer.,任务解析,子任务2.关于询盘的样例示范 1）An Inquiry(询盘)Dear Sir/Madam,We are glad to note from your letter of March 9 that,as an exporter of Chi

39、nese cotton piece goods,you are desirous of entering into direct business relations with us.This happens to coincide with our desire.At present,we are interested in Printed Shirting and shall be pleased to receive from you by airmail catalogues,sample and all necessary information regarding these go

40、ods as to the quality and,任务解析,子任务2.关于询盘的样例示范 workmanship of your supplies.Meanwhile please quote us your lowest price,C.I.F.Vancouver,inclusive of our 5%commission,stating the earlier date of shipment.Should your price be found competitive and delivery date acceptable,we shall be pleased to place r

41、egular orders with you.Please give us your reply as soon as possible.Yours faithfully,(Signature),任务解析,子任务2.关于询盘的样例示范2)Reply to An Inquiry（答复询盘）Dear Sir/Madam,We are very pleased to receive your inquiry and hear that you are interested in our ladys suits.We can offer you the quantity discount which

42、would be 10%discount for no less than 2,000 individual items.We have the items in stock and can deliver as soon as we receive your order.Enclosed our price list together with an illustrated catalogue.We do hope to receive a trial order from you soon.Thank you for your interest.Yours faithfully,Encl.

43、:illustrated catalogue and price list,任务解析,子任务3.掌握询盘常用表达Useful SentencesWe are very pleased/glad to e.g.We are very pleased/glad to know that you are interested in our products.我们非常高兴地得知，贵方对我方产品很感兴趣。Were appreciative of your letter ofe.g.Were appreciative of your letter of May.1st.2012.非常感谢贵方2012年5月

44、1日的来信。We would be obliged if you would e.g.We would be obliged if you would give us a favorable quotation CIF Shenzhen,China.如果你方给我方中国深圳CIF报价，我方将不胜感激。,任务解析,子任务3.掌握询盘常用表达 Useful SentencesThank you for your letter ofe.g.Thank you for your letter of Aug.8.2012.感谢贵方2012年8月8日的来信。Were in receipt of your l

45、etter ofe.g.We are in receipt of your sample of childrens jacket with many thanks.非常感谢，我们已收到贵方儿童夹克衫的样品。We take(have,feel)interest ine.g.We are interested in digital cameras of different brands.我们对不同品牌的照相机很感兴趣。,任务解析,子任务3.掌握询盘常用表达 Useful Sentences We are in urgent/great need of e.g.We are one of the l

46、eading importers of daily chemicals in this city.我们是这个城市中的日用化学品的主要进口商之一。If your price are competitive,we will place an order with you for e.g.If your quotation is competitive and reasonable,we would like to place an order for 8,000pcs of 100%cotton childrens jackets.如果贵方报价合理，我们将下定单买8000件全棉儿童夹克衫。We w

47、ould appreciate it if you could/would e.g.We will appreciate it very much if you would send us your samples immediately by airmail.如能立即航寄样品，不胜感激。,任务解析,子任务3.掌握询盘常用表达Useful Sentences It will/would be highly appreciated if you can/could e.g.It would be highly appreciated if you could send us a price li

48、st of your washing machines.如果你方能将洗衣机的价目表寄给我方，我方将不胜感激。We are desirous of e.g.We are desirous of establishing long and steady business relations between us.我方希望在我们彼此之间建立长期稳定的贸易关系。,任务实训,工作任务(一)Anderson是英国远东贸易公司一名优秀的外贸业务员，该公司对朝阳公司的童装很感兴趣，按公司要求，他准备给浙江旭日进出口有限公司的Sarah写一封询盘函，内容包括：感谢Sarah的来信。要求寄样品，一件红色、中码的儿

49、童全棉夹克衫。希望尽快受到回信。,任务实训,工作任务(二)由于金融危机的影响，公司海外订单下降。浙江朝阳进出口有限公司非常重视与英国捷贸公司的本次合作。在收到要求寄样的询盘之后，极富工作效率的Sarah按照对方的要求把样品（一件红色、中码的儿童全棉夹克衫）寄了过去，并发了传真，告知对方样品已按要求寄出。接下来，Anderson要做的事情就是写一封回信，内容包括：1)对Sarah寄送样品表示感谢，并且对样品很满意。2)要求Sarah对儿童夹克衫报价。3)表示如果价格合理，将向Sarah购买8000件100%儿童全棉夹克衫。,知识链接,外贸业务员在收到新客户要样函时，首先要判断其要样目的和购买意愿

50、，然后进行客户归类，最后根据不同的客户类型选择不同的寄样策略。1)真实客户这一类客户要求卖方寄样时，通常会寄来小样品或发来所需产品的图片。这类客户目的很明确，通常手中持有订单，是需要非常重视的客户。外贸业务员应按客户要求尽快寄出样品。2)潜在客户这一类客户要求卖方寄样时，通常提出具体的产品规格或成分。这类客户也需要认真对待，外贸业务员应该按照对方的要求寄送符合要求的样品，对方收到样品如果确定产品能够符合他的要求，那么，潜在客户就很有可能带来正式的交易。,知识链接,3)不确定客户这一类客户要求卖方寄样时，对于样品提出大概的要求。是否给这类客户寄送样品取决于外贸业务员的计划，如果有意开拓对方市场，