內容簡介
本書遵循實用性和可操作性的原則，結合外經貿工作的行業特點和專業英語學習的需要，在選材上注重前瞻性，著眼于行業新理念、新方法、新術語的導入；在編寫內容上注重系統性、科學性和廣泛性，針對不同程度的讀者精心設計了16個模塊，介紹了外貿信函和電子郵件的基本要素、格式和寫作技巧，并針對外經貿進出口流程的主要環節逐一呈現知識點、相關實例與實訓。本書涵蓋國際貿易實際操作中各個環節的信函寫作，力求教學內容與外經貿行業的職業能力要求相一致，與職業標準相銜接。
本書適用于高職高專商務英語、國際貿易、國際商務等專業學生使用，也可供從事外經貿和國際商務工作的人員參考使用。
前 言
隨著經濟全球化進程的不斷加速，我國在國際經濟中的地位日益提高，與世界各國間的經濟、貿易活動愈加頻繁，對外經濟貿易事業得到了空前的發展，我國對既懂經濟貿易又精通專業英語的復合型人才的需求量越來越大。因此，我們于2009年編寫出版了《商務英語函電》，以適應高職高專人才培養目標對外經貿人才的需求。
該教材自出版發行以來，受到全國各高職院校和廣大英語學習者的廣泛歡迎。不少院校已使用多輪,許多專家及讀者也提出了很多有益的建議,在此基礎上，我們對該教材進行了再版修訂。
修訂后的教材更加注重實用性和可操作性。結合外經貿工作的行業特點和專業英語學習的需要，同時根據經濟和外經貿的發展，補充了國際上最新的、更加貼近實際崗位需求的新知識、新理念、新術語，刪除了一些過時的概念和貿易方式，使教材的內容更加具有前瞻性、系統性及科學性。本教材采用模塊教學，此次修訂仍維持原教材的基本體例，按照實際工作流程，共分16個模塊，首先簡要介紹外貿信函和電子郵件的基本要素、格式和寫作技巧，然后針對外經貿進出口流程的主要環節進行介紹，包括建立業務關系、資信查詢、促銷、詢盤、報價、發盤與還盤、接受與訂貨、支付、包裝、裝運、成交、保險、索賠與理賠及代理等內容。每個教學模塊包括：學習目標、背景知識介紹、寫作技巧、信函實例、注釋、貿易術語、功能性句型及課后練習，其中練習由基礎訓練和拓展訓練兩部分組成，通過練習，可以使學生在鞏固基本語言運用和表達的基礎上進行信函翻譯和撰寫，循序漸進地掌握各類商務信函的寫作技能，培養并提高使用專業英語進行交際的實際能力，從而具備國際經濟貿易中最前沿和最實用的技能。各個單元的獨特設計使不同程度的學習者都能學有所獲。
本教材涵蓋了國際貿易實際操作中各個環節的信函寫作，力求教學內容與外經貿行業的職業能力要求相一致，與職業標準相銜接。在內容安排上，突出了"能力培養"和"創新教育"，除了系統的知識介紹外，加入了大量的常用專業術語和功能性句型，同時加大了技能訓練的比重。通過學習和實訓，有助于學生掌握各類外經貿信函的基本內容及寫作技巧，能夠獨立運用商務信函的詞匯及固定句型，熟練撰寫函件。
本教材作為"全國高職高專專業外語規劃教材"之一，是適用于高職高專商務英語、國際貿易、國際商務等專業學生使用的專業英語教材，也可供從事外經貿和國際商務工作的人員參考使用。
本教材無論從體例安排到內容設置還是從知識點的歸納到教法的運用，都進行了大膽探索和嘗試，欲為外經貿高等職業教育教材的編寫與探索盡微薄之力。本教材的編寫人員既有多年從事商務英語教學從而積累了豐富教學資源的教授，也有來自企業一線從事外經貿工作的雙師型教師。本教材由房玉靖擔任主編，由張怡、劉曉麗、孫愛民擔任副主編。
由于時間和水平有限，書中疏漏和不足之處在所難免，希望廣大教師、讀者及專家學者多提寶貴意見，以便日后繼續對教材進行充實與完善。
編 者
2014年5月
目 錄
Module 1 Fundamentals of English Business Letter-Writing 1
Learning Objectives 1
I. Formats of Business Letters 1
II. Principles of Business Letter-Writing 2
III. Structure of Business Letters 2
IV. Examples of Business Letters 7
V. A Brief Introduction of E-mails 10
VI. Ways of Envelope Addressing and the Standardized Designs 11
Exercises 13
Module 2 Establishing Business Relations 15
Learning Objectives 15
Introduction 15
Writing Skills 16
Specimen Letters 17
Letter 1 A letter to a Prospective Customer for Establishment of Business Relations 17
Letter 2 On Establishing Business Relations 17
Letter 3 A Request to Establish Business Relations 18
Letter 4 A Reply to the Above Letter 18
Letter 5 An Introduction of the Company and Products 18
Letter 6 A Positive Reply from an Importer 19
Notes 19
Language Focus 25
Exercises 27
Module 3 Status Enquiries 31
Learning Objectives 31
Introduction 31
Writing Skills 32
Specimen Letters 33
Letter 1 Asking for Credit Information 33
Letter 2 A Favorable Reply 33
Letter 3 A Status Enquiry from a Consulting Agency 34
Letter 4 An Unfavorable Reply from the Chamber of Commerce 34
Letter 5 An Enquiry about Credit and Status 35
Letter 6 An Enquiry about Financial and Credit Standing 35
Notes 36
Language Focus 39
Exercises 41
Module 4 Sales Promotion 45
Learning Objectives 45
Introduction 45
Writing Skills 46
Specimen Letters 47
Letter 1 A Letter Promoting Sportswear 47
Letter 2 A Follow-up Letter for After-sales Service 47
Letter 3 Introducing Machinery 48
Letter 4 Marketing Wool Underblanket 48
Letter 5 Recommending Ladies' Dresses 49
Letter 6 Offering a Discount 49
Notes 50
Language Focus 52
Exercises 54
Module 5 Enquiries 59
Learning Objectives 59
Introduction 59
Writing Skills 60
Specimen Letters 61
Letter 1 First Enquiry for Knitted Garments 61
Letter 2 A Reply to the Above 62
Letter 3 A General Enquiry 62
Letter 4 A Specific Enquiry 63
Letter 5 An Invitation to Offer 63
Letter 6 An Enquiry for Cameras 64
Notes 64
Language Focus 67
Exercises 69
Module 6 Quotations and Offers 73
Learning Objectives 73
Introduction 73
Writing Skills 74
Specimen Letters 75
Letter 1 An Offer for Ladies' Nylon Stockings 75
Letter 2 Reply to Buyer's Enquiry for Color TV Sets 75
Letter 3 Quotations for Cotton and Nyloned-Silk 76
Letter 4 A Firm Offer 76
Letter 5 A Non-firm Offer 77
Letter 6 An Offer for Auto Parts 78
Notes 78
Language Focus 82
Exercises 84
Module 7 Counter-offers 89
Learning Objectives 89
Introduction 89
Writing Skills 90
Specimen Letters 90
Letter 1 A Counter-offer for Canada Oats 90
Letter 2 Declining a Counter-offer 91
Letter 3 A Counter-offer on Delivery 91
Letter 4 Counter-offer on Price 92
Letter 5 Concession on Price 92
Notes 93
Language Focus 96
Exercises 98
Module 8 Acceptance and Orders 101
Learning Objectives 101
Introduction 101
Writing Skills 102
Specimen Letters 103
Letter 1 Confirming the Purchase and Sending an Order 103
Letter 2 A Reply to an Order 104
Letter 3 Declining an Order and Offering a Substitute 104
Letter 4 Acknowledgement of Order 105
Letter 5 Accepting the Offer and Placing an Order 105
Letter 6 Confirming an Order 106
Notes 106
Language Focus 109
Exercises 110
Module 9 Terms of Payment 115
Learning Objectives 115
Introduction 115
Writing Skills 117
Specimen Letters 118
Letter 1 On Payment by D/P 118
Letter 2 Agreeing to D/P Payment 118
Letter 3 Insisting on Payment by L/C 119
Letter 4 Asking for D/A Payment 119
Letter 5 Payment at 60 Days Sight 120
Letter 6 Payment by T/T 120
Notes 121
Language Focus 123
Exercises 125
Module 10 Payment by Letter of Credit 129
Learning Objectives 129
Introduction 129
Writing Skills 131
Specimen Letters 132
Letter 1 Urging Establishment of L/C 132
Letter 2 Urging Establishment of Letter of Credit 133
Letter 3 Advising the Opening of an L/C 133
Letter 4 Amendment to Letter of Credit 134
Letter 5 Requesting Extension of the L/C 134
Letter 6 A Reply to the Above Letter 135
Notes 138
Language Focus 140
Exercises 142
Module 11 Packing and Marking 147
Learning Objectives 147
Introduction 147
Writing Skills 149
Specimen Letters 150
Letter 1 Reply to Customer's Enquiry about Packing 150
Letter 2 Modifying the Packing 150
Letter 3 A Reply to the Above 151
Letter 4 Customer's Requirement about Packing 151
Letter 5 Offering the Ideas of Packing and Shipping Marks 152
Letter 6 Reply to the Above Letter 153
Notes 154
Language Focus 156
Exercises 158
Module 12 Shipment and Delivery 163
Learning Objectives 163
Introduction 163
Writing Skills 164
Specimen Letters 166
Letter 1 Shipping Instructions 166
Letter 2 Urging Shipment of Goods 166
Letter 3 A reply to the Above Letter 167
Letter 4 Advising Shipment 167
Letter 5 A Letter of Shipping Advice 168
Letter 6 A Specimen Shipping Advice 169
Notes 169
Language Focus 171
Exercises 174
Module 13 Insurance 179
Learning Objectives 179
Introduction 179
Writing Skills 181
Specimen Letters 182
Letter 1 Enquiring about Insurance 182
Letter 2 Reply to an Enquiry about Insurance 183
Letter 3 The Buyer's Request for Insurance 183
Letter 4 A Reply to the Above Letter 183
Letter 5 A Favorable Reply to Importer's Request 184
Notes 185
Language Focus 188
Exercises 190
Module 14 Conclusion and Contract 193
Learning Objectives 193
Introduction 193
Writing Skills 194
Specimen Letters 195
Letter 1 Confirming Conclusion of a Transaction 195
Letter 2 Sending a Purchase Contract 195
Letter 3 Confirming a Transaction 196
Letter 4 Counter-signature 196
Notes 200
Language Focus 201
Exercises 202
Module 15 Complaints and Claims 207
Learning Objectives 207
Introduction 207
Writing Skills 208
Specimen Letters 209
Letter 1 A Claim for Poor Packing 209
Letter 2 A Claim for Inferior Quality 210
Letter 3 Settlement of the Above Claim 210
Letter 4 Claim for Delay in Delivery 211
Letter 5 Reply to the Above Letter 211
Letter 6 Complaining about Short Shipment 212
Letter 7 Rejecting a Claim 212
Notes 213
Language Focus 215
Exercises 217
Module 16 Agency 221
Learning Objectives 221
Introduction 221
Writing Skills 222
Specimen Letters 223
Letter 1 Asking for Sole Agency 223
Letter 2 A Favourable Reply 223
Letter 3 Declining the Agency Application 224
Letter 4 Looking for an Agent 224
Letter 5 Confirm the Key Points of Agency 225
Letter 6 Agreeing to Renewal of a Sole Agency Agreement 225
Notes 228
Language Focus 230
Exercises 231
Revision 235
Reference Keys 257
參考文獻 288
