《商務(wù)英語》講義廈門大學(xué)2012年第一學(xué)期.doc

Chapter 1 An Overview of Business Writing商務(wù)英語寫作概論 Objectives:1. Understand the importance for business people to have a good command of modern business skills;2. Identify functions of business writings;3. Know the characteristics of good business writing;4. Appreciate why courtesy is listed as an important factor in business writing;5. Tell the differences between a good writing and a poor writing.Chapter 2 Adaptation and Selection of Words適應(yīng)讀者合理選詞Objectives:1. Discuss why adaptation is so important in business writing;2. Identify the usual procedures to follow in adapting your message;3. Satisfy your audiences needs in different circumstances in business writings;4. Master the general principles of selecting the right words;5. Avoid improper words under various circumstances.Chapter 3 Construction of Effective Sentences and Paragraphs有效地組織句子和段落Objectives:1. describe how sentence length and sentence design are related to adaptation;2. discuss the effect of sentence length on emphasis;3. explain the principal causes of unity in sentence, paragraph and longer units of writings;4. identify redundancy;5. understand the importance of topic sentence.Chapter 4 Writing for Effects商務(wù)寫作的特殊技巧Objectives:1. discuss what effects you need to communicate in business writing and why;2. analyze the essence of you view point;3. identify old language of business;4. discuss the major transitional devices;5. explain the direct order and its writing strategies;6. determine which situations require using the indirect order and what strategies to take in indirect order;7. discuss what elements of a letter can help build goodwill.Chapter 5 The Structure and Style of Business Letters商務(wù)書信的結(jié)構(gòu)與格式Objectives:1. name the seven essential parts of a business letter;2. name the six specialized parts of a business letter;3. know the layout of the envelope;4. know the design and placement of a business letter;5. understand the punctuation styles;6. understand different styles of a business letter.Chapter 6 Invitations and thank- you letter邀請函和感謝信Objectives:1. understand the general structure of invitations and thank- you letters;2. apply the general structure in wring invitations letters;3. identify situation in which different special goodwill letters are written;4. apply different techniques to special goodwill messages.Chapter 7 Notes and Announcements便條與通知Objectives:1. apply the basic principles of clear writing in notes and announments;2. identify the suggested plan used in preparing notes for leave;3. identify the plan used in letters of resigation;4. identify the indispensable qualities of letters of congratulation;5. identify the suggested plan used in condolence letters;6. discuss the effective ways to compose announcements.Chapter 8 Letters of Application申請信Objectives:1. explain why it is important for you to write a good resume;2. determine what sections should be included in a resume and what elements should be emphasized;3. distinguish the four different kinds of resumes and select most appropriate one for the specific situation;4. use the guidelines when you write a resume;5. write an effective resume;6. format your resume in an acceptable way.Chapter 9 Resume簡歷Objectives:1. explain the importance of resume letters;2. determine what should be included in a resume letter and what elements should be emphasized;3. distinguish the two different kinds of resume letters and select most appropriate one for the specific situation;4. use the guidelines when you write a resume letter;5. write a effective resume letter;6. format your resume letter in an acceptable way.Chapter 10 recommendation letters推薦信Objectives:1. explain the importance ofrecommendation letters;2. determine what should be included in arecommendation letter and what elements should be emphasized;3. distinguish the two different kinds ofrecommendation letters and select most appropriate one for the specific situation;4. use the guidelines when you write arecommendation letter;5. write a effectiverecommendation letter;6. format your resume letter in an acceptable way.Chapter 11 Memorandum, Informal, Short Reports備忘錄與非正式的短篇報告Objectives:1. describle the functions of memorandum;2. identify the format of memorandum;3. tell the differences between formal and informal reports;4. discuss the characteristics of shorter reports and kinds of short reports in work place;5. write memorandums and short reports under the guidance of your instructors.Chapter 12 Proposal and Formal Reports意向書與正式報告objectivesTo give a brief introduction to what is a Proposal and a report;aware of the samples for notes and study them;To practice using the useful words and expressions.Chapter 13 Establishing Business Relations建立業(yè)務(wù)關(guān)系Objectives:1. understand the necessity of writing letters of establishing business relations;2. know the characteristics of writing letters of establishing business relations;3. tell the difference between a good letter and a poor one.Chapter 14 Inquiries and Requests日常詢函Objectives:1.identify the characteristics of inquires and requests;2. be familiar with the format and style of requests;3. writer a request for information, catalog, product, service and etc.;4. compose effective requests for information or action.Chapter 15 Replies回復(fù)函Objectives:1. know the general structure of neutral and positive messages;2. write letters saying yes to inquires;3. write effective replies;4. convey unsolicited informational messages clearly and completely.Chapter 16 Declining a Counteroffer拒絕還盤Objectives:1. identify the types of negative messages;2. explain the features of the indirect organizational plan and know when it should be used to convey negative news;3. select a distribution method appropriate to messages that convey negative news.Chapter 17 Orders訂單Objectives:1. know the basic structures of writing orders;2. make sure what information should be included in a order letter;3. understand the importance of the opening to the order letter;4. to show your appreciation to the sender in a proper way.Chapter 18 Complaints and Claims投訴與索賠Objectives:1. identify the characteristics of the direct approach of writing complaints and claims;2. understand the general structure of writing complaints and claims;3. know how to state the problem directly, give enough facts and end positively.Chapter 19 Adjustments to Claim Letters索賠復(fù)函Objectives:1. identify the characteristics of adjustments to claim letters;2. understand the general structure of adjustments to claim letters;3. apply the general structure in adjustments to claim letters.Chapter 20 Urging Establishment of Letter of Credit催證Objectives:1. identify the characteristics of urging establishment of L/C;2. understand the general structure of urging establishment of L/C;3. apply the general structure in urging estalishment of L/C. 商務(wù)英語教學(xué)大綱一、課程的重要性隨著中國經(jīng)濟(jì)國際化的步伐加快，給商務(wù)英語教學(xué)帶 來了機(jī)遇的同時，也帶來了挑戰(zhàn)。英語在商務(wù)上的應(yīng)用，遠(yuǎn)遠(yuǎn)超越貿(mào)易領(lǐng)域，滲透到經(jīng)濟(jì)生活的各個方面。商務(wù)英語寫作能力也就成為國際商務(wù)人員走向成功的關(guān)鍵 之一。商務(wù)英語寫作是一門應(yīng)用性極強(qiáng)的英語課程，作為經(jīng)濟(jì)學(xué)領(lǐng)域的學(xué)生教學(xué)的補(bǔ)充和擴(kuò)展，得到學(xué)生和企業(yè)的普遍歡迎。商務(wù)英語寫作不僅提高了我校學(xué)生在職 場中的競爭力，也滿足了社會，尤其是應(yīng)對國際競爭形勢的需求。二、課程介紹（一）課程的重點(diǎn)和難點(diǎn)在于幫助學(xué)生培養(yǎng)自己的寫作習(xí)慣、寫作方法、寫作技巧，打造自主學(xué)習(xí)能力；打好扎實(shí)的商務(wù)語言基礎(chǔ)；注重和培養(yǎng)跨文化交際意識，全面提高學(xué)生的語言綜合運(yùn)用能力；以英語為工具，深入鉆研了解自己專業(yè)的學(xué)術(shù)前沿和實(shí)際業(yè)務(wù)，進(jìn)而為專業(yè)英語的學(xué)習(xí)打下堅實(shí)基礎(chǔ)。商務(wù)英語寫作課程教學(xué)難點(diǎn)有：經(jīng)貿(mào)英語詞匯、經(jīng)貿(mào)英語函電套語以及格式；有關(guān)經(jīng)貿(mào)業(yè)務(wù)知識。在于利用較少學(xué)時提高學(xué)生語言綜合運(yùn)用能力，尤其是將商務(wù)英語寫作技巧、指導(dǎo)原則與有關(guān)商務(wù)知識和經(jīng) 驗有機(jī)結(jié)合和靈活運(yùn)用的能力，不斷英語思維能力、英漢轉(zhuǎn)換能力和寫作能力；增強(qiáng)學(xué)生的創(chuàng)新能力和自主學(xué)習(xí)能力，分析問題和解決問題的能力，尤其是學(xué)生的分 析創(chuàng)造能力和判斷能力。（二）教材為了使學(xué)生具有較強(qiáng)的英語綜合寫作和應(yīng)用能力，本課程目前使用的現(xiàn)代商務(wù)英語寫作教材，由胡英坤教授主編，并由外語屆權(quán)威出版社外語教學(xué)與研究出版社出版，被列入高等學(xué)校英語拓展系列教程商務(wù)英語類教材，也是教育部大學(xué)外語推薦教材，并于2007年被評為教育部“十一五”規(guī)劃教材，在國內(nèi)同類教材中處于領(lǐng)先地位。商務(wù)英語網(wǎng)絡(luò)課程資源建設(shè)基本完成，其中的網(wǎng)絡(luò)課件和教學(xué)堂件對教材內(nèi)容進(jìn)行了豐富和補(bǔ)充，并提供了大量的課內(nèi)、課外練習(xí)和案例，供學(xué)生自主學(xué)習(xí)使用。課程教學(xué)除涵蓋一般的商務(wù)交易往來函信，還包括求職信函寫作、公共關(guān)系函信寫作、商務(wù)報告、意向書、 商務(wù)報告等商務(wù)應(yīng)用文。另外補(bǔ)充了很多商務(wù)專業(yè)知識，以拓展學(xué)生的專業(yè)知識。除了學(xué)習(xí)內(nèi)容更有新意、更體現(xiàn)時代氣息之外，教學(xué)手段、教學(xué)方法、教學(xué)模式都 在不斷創(chuàng)新和進(jìn)一步優(yōu)化，課堂教學(xué)采用PPT課件，并結(jié)合多媒體技術(shù)和網(wǎng)絡(luò)資源建設(shè)，全方位來培養(yǎng)學(xué)生的商務(wù)英語寫作能力。三、課程的教學(xué)目標(biāo)通過本課程的學(xué)習(xí)，商務(wù)英語寫作的教學(xué)目標(biāo)是：在英語專業(yè)基礎(chǔ)知識和基本技能方面已經(jīng)得到強(qiáng)化和提高， 并且在學(xué)生已學(xué)完或正在學(xué)習(xí)與商務(wù)英語寫作的內(nèi)容密切相關(guān)的“國際貿(mào)易實(shí)務(wù)”等課程的基礎(chǔ)上，了解經(jīng)貿(mào)英語函電的英語知識和有關(guān)經(jīng)貿(mào)業(yè)務(wù)知識，對學(xué)生進(jìn)行 嚴(yán)格的閱讀、翻譯、寫作等基本技能訓(xùn)練，培養(yǎng)學(xué)生實(shí)際運(yùn)用語言的能力和獨(dú)立工作能力。學(xué)生通過本課程的學(xué)習(xí)和訓(xùn)練，將了解現(xiàn)代國際商務(wù)書面交際的規(guī)律和特點(diǎn)，掌握國際商務(wù)寫作的原則和技巧，同時了解讀者的商業(yè)心理和 心理接受過程以及文化差異在書面交際中的作用，熟練掌握國際商務(wù)交際的原則和技巧、語言和行文特點(diǎn)，全面培養(yǎng)和提高商務(wù)英語書面交際能力，熟練并有效地起 草文體得當(dāng)、表達(dá)準(zhǔn)確和語言效果良好的各種商務(wù)英語應(yīng)用文，成功地達(dá)到國際商務(wù)交際的目的，同時具備較強(qiáng)綜合分析能力和解決問題能力，成長為綜合素質(zhì)較高 的高層次應(yīng)用型國際化的復(fù)合型人才。四、學(xué)習(xí)方法商務(wù)英語寫作具體體現(xiàn)了學(xué)生應(yīng)用語言的實(shí)際能力，既強(qiáng)調(diào)專業(yè)的基礎(chǔ)知識，又重視英語語言的應(yīng)用能力。商務(wù)英語寫作是交互式的情境交際，擁有強(qiáng)烈的語境標(biāo)志。（一）掌握專業(yè)詞句所謂基本詞匯和基本句型應(yīng)與高級經(jīng)貿(mào)英語課和高級經(jīng)貿(mào)口語課的基本詞匯和基本句型相互滲透，相輔相成。所以學(xué)生要準(zhǔn)確理解課文，必須弄懂一筆交易的來龍去脈，做到一絲不茍，掌握如何準(zhǔn)確的表達(dá)各種商務(wù)環(huán)境的情景。要熟悉課文。（二）案例分析學(xué)生可以通過案例分將內(nèi)容、對象、語言、知識等多種要素結(jié)合在一起的情境，進(jìn)行創(chuàng)造性的學(xué)習(xí)，培養(yǎng)學(xué)習(xí)的熱情和興趣。學(xué)生在案例分析和討論中綜合運(yùn)用自己的商務(wù)知識和英語能力，寫出具有實(shí)際內(nèi)容和針對性強(qiáng)的文章，鍛煉運(yùn)用商務(wù)英語寫作手段處理實(shí)際問題的能力。（三）情景模擬學(xué)生可以通過模擬商務(wù)情景和案例，確定各類商務(wù)文書的寫作任務(wù)，學(xué)習(xí)不同類型的商務(wù)文書的寫作 格式和規(guī)范、了解它們在商務(wù)活動中所起的作用、熟悉各種文體的寫作風(fēng)格，進(jìn)而起草通俗易懂、簡明完整、清楚正確的商務(wù)文書，建立有效的溝通，實(shí)現(xiàn)從理論到 實(shí)踐，再從實(shí)踐到理論的提升，提高學(xué)生分析問題和解決問題的能力。（四）大量練習(xí)商務(wù)英語寫作是實(shí)踐性很強(qiáng)的課程。要提高寫作熟練程度需要通過大量的接近現(xiàn)實(shí)生活的活動，使學(xué)生在學(xué)中做，在做中學(xué)，強(qiáng)化知識和技能。要寫出規(guī)范、得體和有效的商務(wù)信函和文件，需要進(jìn)行大量的練習(xí)。 五、課程特點(diǎn)（一）以學(xué)生為中心在創(chuàng)新的教學(xué)模式下，采用“以學(xué)生為中心的互動式教學(xué)方法”，提高了學(xué)生對英語學(xué)習(xí)的興趣，同時課堂教學(xué)做到盡可能地接近真實(shí)語境，有效地培養(yǎng)了學(xué)生的語用能力。學(xué)生需要跟各個層次和行業(yè)的人士進(jìn)行溝通，在此過程中，學(xué)生自覺主動思考如何將商務(wù)文化與商務(wù)理念貫穿于實(shí)踐中，從而培養(yǎng)了學(xué)生自主學(xué)習(xí)的能力。另一方面， 外延模式的操作形式使學(xué)生感受到極具挑戰(zhàn)性，也很大程度上激發(fā)了他們的學(xué)習(xí)興趣和熱情。（二）教學(xué)模式靈活多樣基于計算機(jī)/網(wǎng)絡(luò)的教學(xué)與課堂教學(xué)相結(jié)合，能激發(fā)學(xué)生擴(kuò)展性學(xué)習(xí)。采用啟發(fā)式、討論式、研究式的教學(xué)，注重培養(yǎng)學(xué)生獲得知識的能力及創(chuàng)新精神。 “案例教學(xué)與情景教學(xué)相結(jié)合”等方法得到廣泛應(yīng)用，并已取得較好的教學(xué)效果。這種教學(xué)模式打破了課堂灌輸?shù)膫鹘y(tǒng)模式，突破了傳統(tǒng)教學(xué)的局限性，不僅有益于對課堂教學(xué)內(nèi)容的鞏固，還能很快檢驗課堂教學(xué)的效果，促使教學(xué)雙方及時檢討課堂所學(xué)與現(xiàn)實(shí)操作的差距。六、課程內(nèi)容 商務(wù)英語寫作課程體系共分20章，總講授課時30學(xué)時。教學(xué) 內(nèi)容分三大部分，內(nèi)容包括：第一部分（14章）商務(wù)寫作的基本原則和技巧；第二部分（512章）商務(wù)信函寫作理論結(jié)合實(shí)例闡述和說明各種信函（社交 書信、申請信、簡歷、推薦信、通知、便條等）的寫作原則和方法，報告寫作，介紹較短的非正式報告（備忘錄、意向書及其他非正式報告）和正式報告等；第三部 分（1320章），商務(wù)函電。其中，第一部分是基礎(chǔ)知識，用10的時間掌握基本的原則和技巧；第二部分是各種商務(wù)信函（重點(diǎn)），用30的時間要學(xué)會 使用；第三部分（重點(diǎn)中的重點(diǎn)），要求用60的時間掌握商務(wù)流程的背景知識，熟識各種商務(wù)信函的應(yīng)用。學(xué)時分配表 教學(xué)內(nèi)容 學(xué)時 標(biāo)題第一章1.5商務(wù)寫作概述第二章1.5適應(yīng)讀者合理選詞第三章1.5有效地組織句子和段落第四章1.5商務(wù)寫作的特殊技巧第五章1.5商務(wù)書信的結(jié)構(gòu)與格式第六章2邀請函與感謝信第七章1.5便條與通知第八章1.5申請信第九章1簡歷第十章1.5推薦信第十一章1.5備忘錄與非正式的短篇報告第十二章1.5意向書與正式報告第十三章1.5建立業(yè)務(wù)關(guān)系第十四章1.5日常詢函第十五章1.5回復(fù)函第十六章2拒絕還盤第十七章1訂單第十八章1.5投訴與索賠第十九章1索賠復(fù)函 第二十章2催證 Chapter 1 An Overview of Business Writing商務(wù)英語寫作概論 Functions of Business WritingEvery business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader. Thus, business writing has three functions:(1) to informMessages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the businessexplain instructions to employees, announce meetings and procedures, acknowledge orders, accept contracts for services, etc. The major purpose of most of these messages is to have the receiver understand a body of information and concentrate on the logical presentation of the content.(2) to influenceIn addition to providing information, a business message must also influence the readers attitudes and actions. These messages might include letters promoting a product or service and seeking support for ideas and worthy causes presented to supervisors, stockholders, customers/clients, and others.(3) to entertainTo secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of human nature. The writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader. It seems easy enough, for example, to ask payment of a bill, but it is quite difficult to secure payment without offending the reader and losing his or her future patronage. No communication is wholly successful unless it retains the readers goodwill.Criteria for Effective Business WritingA business message is considered successful when (1) the receiver interprets the message as the sender intended it and (2) it achieves the senders purposes. In order to meet these objectives, American experts in business communication developed six Cs principles: Courtesy, Correctness, Conciseness, Clarity, Concreteness and Completeness.(1) CourtesyReview of actual business correspondence reveals that special attention should be devoted to assuring the courtesy of business communication. Effective writers visualize the reader before starting to write. They will consider the readers desires, problems, circumstances, emotions and probable reaction to their request.(2) CorrectnessCorrect grammar, punctuation and spelling are basic requirements for business writing, In addition, correctness means choosing the correct level of language, and using accurate information and data.(3) ConcisenessEffective writing is conciseeach word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Because a wordy message requires more time to write and read, business people put a high premium on conciseness in business messages. Conciseness will give emphasis to your message.(4) ClarityClarity tells the reader exactly what he or she wants and needs to know, using words and a format that make your writings totally understood with just one reading. Short, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose.(5) ConcretenessYour writing should be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptance, etc.(6) CompletenessInclude all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives. An incomplete message may result in increased communication costs, loss of goodwill, sales, and valued customers, cost of returning goods, and wasted time trying to make sense out of the incomplete message.Adapting to Modern Changes in Business WritingLanguages are products of the times and always bear the marks of a particular time. The rapid development of technology has brought changes to business writing. Fax and e-mail send messages quickly, and narrow the distance between people in different locations. Business writing, in general, has more and more assumed a friendly, easy, and conversational style.Chapter 2 Adaptation and Selection of Words適應(yīng)讀者合理選詞The Basic Need of AdaptationThe ability to write clearly depends not on our audience itself, but on how much we know about our audience. For writing to be clear, it must adapt to the reader. By adaptation we mean fitting the message to the specific reader. Readers even in the same country do not all have the same vocabulary, the same knowledge of the subject or the same mentality because of cultural differences this problem becomes more serious in cross-cultural communications. Thus, to communicate clearly you should first know the person with whom you are communicating. You should be aware of his or her cultural background arid take care to form your message to fit that readers mind.In adapting your message, you should(1) Identify the Audience.When several people will be receiving your message, try to identify those who are most important to your purpose. Ordinarily, those with the highest organizational status are the key people, but occasionally a person in a relatively low position may have influence in one or two particular areas.(2) Determine the Size and Composition of the Audience.Large audiences behave differently from small ones and require different communication techniques. If you were writing a report for wide distribution, you might choose a more formal style, organization, and format than you would if the report were directed to only three or four people in your department. The larger the audience, the more diverse their backgrounds and interests are likely to be. People with different education, status, and attitudes are likely to react differently to the same message, so you look for the common denominators that tie the members of the audience together. At the same time you want to respond to the particular concerns of individuals.(3) Analyze the Audiences Reaction.Your approach to organizing your message depends on your audiences probable reaction. If you expect a favorable response with very little criticism or debate, you can be straightforward about stating your conclusions and recommendations. On the other hand, when you face a skeptical audience, you may have to introduce your conclusions and recommendations more gradually and provide more proof.(4) Determine the Audiences Level of Understanding.If you and your audience share the same general background, you can assume they will understand your material without any difficulty. If not, you will have to decide how much you need to educate them. In general, you are better off explaining too much rather than too little, particularly if you are subtle about it. If your audience is from another culture, your efforts will be more involved.(5) Analyze the Audiences Needs.If you are unknown to your audience, you will have to earn their confidence before you can win them to your point of view. The initial portion of your message will be devoted to gaining credibility. Your status relative to your audience also affects the style and tone of your presentation. You address your peers one way and your boss another. You use still another tone when communicating with employees of lower status, and your style with co-workers differs markedly from your style with customers and suppliers.(6) Satisfy Your Audiences Information Need.The key to effective communication is determining your readers needs and then responding to them. Ask yourself the following five questions to help you satisfy the audiences information needs:What does the audience want to know?What does the audience need to know?Have I provided all