跨境電商B2B商務(wù)英語(yǔ)函電 課件 項(xiàng)目一：跨境電商B2B商務(wù)信函基礎(chǔ)知識(shí)

《跨境電商B2B商務(wù)英語(yǔ)函電》B2BCorrespondenceWritingforCross-borderE-commerce

項(xiàng)目一跨境電商B2B商務(wù)信函基礎(chǔ)知識(shí)

BasicKnowledgeSummarizing一LearningtheTypicalcases二Imitatingwriting三Professionalskillexercises四項(xiàng)目一:跨境電商B2B商務(wù)信函基礎(chǔ)知識(shí)

1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter

2.TheStructureofaBusinessLetter

3.Envelope-Addressing一、BasicKnowledgeSummarizing

4.TheLayoutofaBusinessLetter任務(wù)導(dǎo)入任務(wù)1:商務(wù)信函格式李華是一名職場(chǎng)新人，她剛從上海某學(xué)院畢業(yè)，通過(guò)應(yīng)聘來(lái)到寧波某貿(mào)易公司工作。該公司主要經(jīng)營(yíng)紡織品、服裝、鞋帽等的公司，產(chǎn)品主要出口到美國(guó)、英國(guó)、加拿大、澳大利亞等國(guó)家。剛到公司，經(jīng)理讓她首先熟悉一下商務(wù)往來(lái)信函的格式，學(xué)習(xí)相關(guān)知識(shí)，掌握商務(wù)信函主要寫(xiě)作原則。

Letter-writingisanimportantwaytoachievethegoaltocommunicatewithourcustomers.AgoodEnglishletterwillleaveourcustomeragoodimpression.Ifabusinessmanisunabletowriteaneffectivebusinessletter,itisverydifficulttorepresenthimselfpositively,whichmaycauseproblemsindoingbusiness.WhatcanbecalledagoodbusinessEnglishletter?AgoodbusinessEnglishlettershouldfollowtheprinciplesasfollows.“7Cs”

principles

in

business

letter-writing.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter

“7Cs”P(pán)rinciplesinBusinessLetter-Writing1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.1CourtesyCourtesyisnotmerepoliteness.Itislikeafavorableintroductioncard.Thecourteouswritershouldbesincereandtactful,thoughtfulandappreciative.Youneedtoprepareeverymessagewiththereadersinmindandtrytoputyourselfintotheirplaces.Ifconcisenessconflictswithcourtesy,makealittlesacrificeofconciseness.Promptnessisoneofthemostimportantthingsinbeingcourteous.Punctualitywillpleaseyourcustomerwhodislikeswaitingalongtimeforareply.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.2ConsiderationWhenabusinessletteriswritten,thereisonegeneralprinciple,onwhichthenativeEnglishwriterslaygreatemphasis,thatis,the“you”attitude.“You-attitude”isnotsosimpleasonlytouse“you”insteadof“I”or“we”.Inyourlettersyoushouldalwayskeepinmindthepersonsyouarewritingto,trytoseethingsfromtheirpointsofview,visualizethemintheirsurroundings,seetheirproblemsanddifficultiesandexpressyourideasintermsoftheirexperience.“You-attitude”canhelptoavoidanawkwardsituation,andpromotecooperationbetweenthetradeparties.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.3CompletenessAbusinesslettershouldincludeallthenecessaryinformation.Itisessentialtocheckthemessagecarefullybeforeitissentout.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.4ConcretenessConcretenessmeansmakingthemessagespecific,definiteandvivid.Businesslettersshouldavoidbeingtoogeneral.Ingeneralletters,everythingseemstobementionedbutactuallyfewarefullyexpounded.Youshouldusespecificfactsandfigures,vividandimage-buildingwords.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.5ClarityMakesurethatyourletterissoclearthatitcannotbemisunderstood.Apointthatisambiguousinaletterwillcausetroubletobothsides,andfurtherexchangeoflettersforexplanationwillbecomeinevitable,thustimewillbelost.Youmusttrytoexpressyourselfclearly.Whenyouaresureaboutwhatyouwanttosay,sayitinplain,simplewords.Short,familiar,conversationalandstraight-forwardEnglishiswhatisneededforbusinessletters.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.6ConcisenessThatisusingconcisesentencesandfewestwords,withoutlosingcompletenessandcourtesy,toexplainthemeaningofaletterclearly.(1)Avoidusingwordyexpressions.(2)Avoidunnecessaryrepetition.(3)Usingshortsentences,simplewordsandclearexplanations.(4)Prepositionalorparticiplephrasesinsteadofclauses.e.g.ThankyouforyourletterofDec.21,2023,informingusofyourinterestinourproducts.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter1.7CorrectnessCorrectnessrefersnotonlytocorrectusageofgrammar,punctuationandspelling,butalsotostandardlanguage,properstatement,andaccuratefiguresaswellasthecorrectunderstandingofcommercialjargons.1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter2.TheStructureofaBusinessLetterAbusinessletterbasicallyconsistsofthefollowing14

parts.一、BasicKnowledgeSummarizing2.1Letterhead（信頭）

Letterheadincludesthesender’sname,postaladdress,telephonenumber,fax/telegram/telexnumber,andE-mailaddress,etc.Usually,letterheadisprintedintheup-centerorattheleftsideofaletterwritingpaper.2.TheStructureofaBusinessLetter2.2ReferenceNumber（發(fā)文編號(hào)）

Thereferencenumberisgenerallyusedasausefulindicationforfilingandconsultingforbothsides,soitmustbeeasilyseen.Itmayincludeafilenumber,acontractnumber,anL/Cnumberortheinitialsofthesignerandthetypist’sinitials.Ifyoufindthereferencenumberintheincomingletteryouneedtotaketheformas“yourref.”and“ourref.”inyourreply.Thepositionofthereferencenumberisoftenoneortwolinesbelowtheletterhead.2.TheStructureofaBusinessLetter2.3Date（日期）Everylettershouldbedated.Neversendoutaletterwithoutadate.Ifyouaregivinginformation,suchasshippingordeliveryorappointmentdates,itisvitalthatthedateshouldbecorrect.Thepositionofthedateisoftenoneortwolinesbelowthereferencenumberorletterhead(ifthereisnoreferencenumber).Itcanbeputeitherontheleftortherightmargin,dependingonthestyleyoudecidetouse.2.TheStructureofaBusinessLetter2.3Date（日期）

Remembertotypethedateinfull.Itisunwisetoabbreviatethenameofthemonthorshowthedateinfigureslike8/9/2023or9/8/2023asthismaycausesomeconfusions.ThisisbecausetheBritishandAmericanformsdifferanddonotreadthedayandthemonthinthesameorder.e.g.

September8,2023—Americanform

8thSeptember,2023—Britishform2.TheStructureofaBusinessLetter2.4InsideNameandAddress（封內(nèi)地址）Generally,theinsidenameandaddressshouldincludesomeorallpartsofthefollowing:thereceiver’snameandtitle,company’sname,streetaddress,city,state/province,postcodeandcountry.Itappearsontheleftmarginandusuallystartstwotofourlinesbelowthelastlineoftheletterhead.2.TheStructureofaBusinessLetter2.5AttentionLine（交由）Attentionlineisusedwhenthewriterofaletteraddressedtoanorganizationwishestodirectthelettertoaparticularindividualorsectionofthefirm.Itisusuallybetweentheinsideaddressandthesalutationorabovetheinsideaddress.2.TheStructureofaBusinessLetter2.6Salutation（稱(chēng)呼）

Thesalutationisthepolitegreetingwithwhichaletterbegins.Itshouldbeplacedtwolinesbelowtheinsideaddress.Therearemanyformsofsalutationinabusinessletter.Theparticularformuseddependsuponthewriter’srelationshipwiththereceiver.Tosomeextent,thesalutationsettlestheformofthecomplimentaryclose.Thecustomarygreetinginabusinessletteris“DearMr./Mrs./Ms./Miss...(姓)”or“Dear...(名)”.“DearSirs”or“Gentlemen”isusedwhentheletterisnotaddressedtoaspecificperson.2.TheStructureofaBusinessLetter2.6Salutation（稱(chēng)呼）Notethat“Gentlemen”isseldomusednowadaysand“Sirs”cannotbeusedalone.Quiteoftennowcompaniesareownedand/ormanagedbywomen,anditismoreandmorecustomarytousethegreeting“DearMadamorSir”,ifthewriterisnotsurewhethertheletterwillbereadbyamanorawoman.Whateveritsformis,thesalutationalwaysappearsonalinebyitselfandisfollowedbyacommaoracolon.2.TheStructureofaBusinessLetter2.7SubjectLine（主題）Subjectlineisactuallythegeneralideaofaletter.Itisinsertedbetweenthesalutationandthebodyofthelettereitherattheleft-handmarginforfully-blockedletterformorcentrallyoverthebodyforotherforms.Subjectlinecanalsobeplacedabovethesalutationinthecaseofnoattentionline.Itcallsthereceiver’sattentiontothetopicoftheletter.Inpractice,Re/Subisusuallyused.Subjectlineshouldbeunderlinedinpractice.2.TheStructureofaBusinessLetter2.8BodyoftheLetter（正文）Thisisthemainpartoftheletter.Itexpressesthewriter’sidea,opinion,purposeandwishes,etc.,soitshouldbecarefullyplanned.Whenwriting,youshouldpayattentiontothefollowing:(1)Writesimply,clearly,courteously,grammatically,andtothepoint.(2)Paragraphcorrectly,confiningeachparagraphtoonetopic.(3)Seethatyourtypingisaccurateandthedisplayartistic.Aimatanattractiveandpleasingappearanceforyourletter.Marginsespeciallyareimportant,sincetheyserveto“frame”yourletter.2.TheStructureofaBusinessLetter2.9ComplimentaryClose（結(jié)尾敬語(yǔ)）Complimentarycloseismerelyapolitewayofendingaletter.Itisinkeepingwiththesalutation.Themostcommonlyusedsetsofsalutationandcomplimentarycloseare:DearSir(s),Yoursfaithfully,Gentlemen，Trulyyours,DearMr.Henry,Yourssincerely,orSincerelyyours，2.TheStructureofaBusinessLetter2.9ComplimentaryClose（結(jié)尾敬語(yǔ)）Thecomplimentaryclose,whenitisused,mustneverbeseparatedfromthesubstanceofaletterbycarriedtoaseparatesheet.Yoursfaithfullyascomplimentarycloseisnotsuggestedinbusinessletterwritingwhile“BestRegards”and“YoursSincerely”areverypopularnowadays.2.TheStructureofaBusinessLetter2.10Signature（簽名）Itiscommontotypethenameofthewriter’sfirmorcompanyimmediatelybelowcomplimentaryclose.Thenthepersonauthorizedshouldsignhisname,byhandandinink,belowit.Sincehand-writtensignaturesareillegible,thenameofsignerisusuallytypedbelowthesignature,andfollowedbyhisjobtitleorposition.Neversignaletterwitharubberstamp.2.TheStructureofaBusinessLetter2.11TheReferenceNotation(經(jīng)辦人代號(hào))Sometimes,thereferencenotation,whichisalsounderstoodasidentificationmark,canalsobeaddedtwolinesbelowthetypedsignature.Thereferencenotationusuallyshowsonlytheinitialsofthetypist,butitcanalsobemadeupoftheinitialsofthepersonwhodictatedtheletterandthoseofthesecretaryortypistifthedirector’snameisnottypedinthesignaturearea.Theinitialsofthedirectorordictatorareusuallyincapitalletters.Thetwosetsareseparatedbyacolonoraslant.e.g.forBillClinton(manager)andNancyBrown(secretary).Thefollowingexamplesareacceptableformsofthereferencenotation:

BC:nbBC/nb2.TheStructureofaBusinessLetter2.12Enclosure（附件）Ifsomethingisenclosed,noteitbelowthesignature.Encl.Catalogue2.TheStructureofaBusinessLetter2.13CarbonCopyNotation（抄送）Whencopiesoftheletteraresenttoothers,typeC.C.belowthesignatureattheleftmargin.C.C.Mr.GCooper2.TheStructureofaBusinessLetter2.14Postscript（附言）Ifthewriterwishestoaddsomethingheforgottomentionorforemphasis,hemayaddhispostscripttwospacesbelowthecarboncopynotation.P.S.isnotsuggestedforitshowsthewriter’spoorplanninginwriting.Thefollowingisanexample,showingtheabove14parts’positioninabusinessletter.2.TheStructureofaBusinessLetterExample（combined-formstyle）1.Letterhead2.ReferenceNumber3.Date4.InsideNameandAddress5.Attentionline6.TheSalutation7.TheSubjectLine8.TheBodyoftheLetter-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

9.TheComplimentaryClose10.TheSignature11.TheReferenceNotation12.Enclosure13.CarbonCopyNotation14.Postscript

3.Envelope-Addressing一、BasicKnowledgeSummarizingBusinessenvelopesordinarilyhavethereturnaddressprintedattheupperleftcorner.Thereceiver’snameandaddressshouldbetypedabouthalfwaydowntheenvelope.Thepostmarkorstampsshouldbeplacedattheupright-handcorner,whilethebottomleft-handcornerisforpostnotationssuchas“Confidential”,“Secret”,“PrintedMatter”,etc.3.Envelope-Addressing3.Envelope-Addressing

AIRMAIL

3.Envelope-AddressingItisimportanttoincludethepostcode(zipcodeintheU.S.A)inordertofacilitatemechanicalmail-sorting.4.TheLayoutofaBusinessLetter一、BasicKnowledgeSummarizing4.1IndentedStyleThemainfeatureinthisstyleisthateachlineoftheletterheadandtheinsidenameandaddressshouldbeindented1-2spaces.Eachparagraphshouldbeindented4-5spaces.It’saconventionalstyle,anditisseldomusedinmodernbusinessletterwriting.4.TheLayoutofaBusinessLetter4.2Combined-formStyle

ThisstyleisalsoknownasSemi-indentedstyle,anditisoneoftheacceptablestyle.4.TheLayoutofaBusinessLetter4.3Full-blockStyleThisisapopularstyleinrecentyears.

4.TheLayoutofaBusinessLetter4.4Modified-blockStyleAllthepartsexceptthedate,subjectline,complimentarycloseandthesignaturestartfromtheleftmargin.Thisstyleappealstomanyreaders.

4.TheLayoutofaBusinessLetter綜上所述，商務(wù)信函常用的4種格式及其特點(diǎn)如下：1.BasicKnowledgeConcerningtheLayoutofaBusinessLetter（1）IndentedStyle（縮進(jìn)式）縮進(jìn)式的英文書(shū)信，信頭、信內(nèi)地址的每行文字均比上行向右縮進(jìn)一兩個(gè)字母，正文的每段文字的首行也向右縮進(jìn)四個(gè)字母，簽名打印時(shí)也應(yīng)該比結(jié)束語(yǔ)縮進(jìn)三四個(gè)字母。

4.TheLayoutofaBusinessLetter（2）Combined-formStyle（混合式）混合式的英文書(shū)信，信頭、主題欄居中，日期、結(jié)束語(yǔ)和簽名放在右邊且每行文字齊頭；信內(nèi)地址各行文字及稱(chēng)謂左邊齊頭；正文每段起行向右縮進(jìn)四五個(gè)字母。

4.TheLayoutofaBusinessLetter（3）FullBlockStyle（全齊頭式）

全齊頭式的英文書(shū)信，要求將信頭、收信人的姓名、信內(nèi)地址等以及正文（包括每段起行）、結(jié)束語(yǔ)和簽名均靠左邊齊