1.1 Introduction 简介

To establish business relations with prospective dealers is the base of starting and developing of business. It is vitally important for both a new dealer and an old one.

But by what means can a businessman secure all the necessary information about a new market and a new customer? Well, he may do so through the following channels or with the help of:

(1) the advertisements in newspapers, from broadcast, TV, and through internet

(2) the introduction from his business connections

(3) the introduction from his subsidiaries or branches, agents abroad

(4) the market investigations

(5) attendance at the export commodities fairs

(6) visit abroad by trade delegations and groups

(7) self-introductions or enquiries received from the merchants abroad

(8) the banks

(9) the Commercial Counselor’s Office

(10) the chambers of commerce both at home and abroad

In such cases, the writer usually informs his addressee of the following:

(1) the source of his information

(2) his intention

(3) the business scope of his firm

(4) the reference as to his firm's financial position and integrity

If the writer intends to buy for import, he may also make requests for catalogues, samples, price list, etc.

To close the letter, the writer usually expresses his expectation of cooperation and an early reply.

This kind of letters should be written cordially, sincerely and courteously.

1.2 Samples 例文

Letter 1

Importer Writes to Exporter 进口商给出口商的信

Dear Sirs,

We have obtained your address from the Commercial Counselor of your Embassy in London and are now writing you for the establishment of business relations. We are very well connected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices. As to our standing, we are permitted to mention the Bank of England, London, as a reference. Please let us have all necessary information regarding your products for export.

Yours faithfully,

Notes

1. commercial adj. 商业的，商务的

commercial counselor商务参赞

commercial counselor’s office商务参赞处

commercial attaché 商务专员

commercial articles 商品，(报上)商业新闻

commerce n. 商业

commerce department 商业部门

2. embassy n. 大使馆

the American Embassy in Beijin 美国驻北京大使馆

ambassador n. 大使，使节

3. connected with... 与……有联系；与……有关系

4. dealer n. 商人

retail dealer (or~ retailer) 零售商

wholesale dealer (or: wholesaler) 批发商

deal n. v. 贸易，成交，经营

make (or: do) a deal with... 与……做交易

deal on credit 信用交易，赊帐买卖

5. light industrial product 轻工业产品

6. competitive adj. 有竞争力的

competitive ~rice 竞争价格

competitive capacity 竞争能力

competitive power 竞争能力

competitive edge 竞争优势

If your price is competitive, We will place an order with you。 如果你方价格有竞争力的话，我们将向你方发出订单。

We should compete with other enterprises in the quality of the products．我们必须在产品的质量方面与其它企业竞争。

～with(or：against)sb．for sth. 为……事情与某人竞争

competition n． 竞争

competitor n. 竞争者，竞争对手

We trust that the superior quality，attractive design and reasonable price of our products will surely enable us to defeat the competitors． 我们相信我方产品的优良质量、诱人设计、合理价格定能使我方击败竞争对手。

7．standing 资信情况，信誉，固定的，永久的

standing cost 长期成本，固定成本

standing orders长期定单

standing director常务董事

有关“资信情况”的表达方法还有：

credit standing信誉情况

financial standing財金情况

finances 财源，资金情况(g-用复数)

8． We are permitted to mention the Bank of England, London, as a reference．我们已征得伦敦的英国银行同意，把它们作为我们的咨询银行．

9． regarding prep． 关于，与with regard to，in regard to, as regards同义， 一般可以换用．

Letter 2

Self Introduction by Exporter 出口商的自我介绍

Dear Sirs,

We write to introduce ourselves as one of the largest exporters, from China, of a wide range of Machinery and Equipments.

We enclose a copy of our latest catalog covering the details of all the items available at present, and hope some of these items will be of interest to you.

It will be a great pleasure to receive your inquiries for any of the items against which we will send you our lowest quotations.

Should, by chance, your corporation not deal with the import of the goods mentioned above, we would be most grateful if this letter could be forwarded to the correct import corporation.

We are looking forward to your favorable and prompt reply.

Yours faithfully,

Notes:

1．a wide range of… 大范围的……，各类的……

2．enclose v． 封入

We enclose a copy of our price list． 随函附上我方价目表一份。过去分词enclose可作名词用，前面加定冠词。

enclosure n． 附件(缩写：Encl．Enc．)

3．catalogue n． 目录(也可写作catalog) ．

1atest catalogue 最新目录

catalogue of material 材料目录

4．available adj． 可利用的，可得到的，可供应的(做定语时前置后置均可，后置较为常用。)

commodities available for export 供出口的商品

not available 缺货

We will ship by the first steamer，available(or：the first available steamer) next month． 货物将由下月第一条便船装运。

We are sending you under cover a catalog covering the go0ds available at present． 随函附上一份我方目前可供之货的目录单。

5．inquiry n． 询价，询盘(美国人常用，英国人有时使用enquiry)

6．quotation n． 报价，行情

quotation table(1ist) 价目表

exchange rate quotation外汇行情

discount quotation贴现行情

market quotation市场行情 ．

quote vt． 开价

quote a price 报价

quote favorable terms 报优惠价

7．deal with 经营，处理

Our company deals with the import and export of chemical pr。duct．S．

我们公司经营化工产品的进出口业务。

表示“经营(某种或某类商品)”的说法很多，常见的有：handle，deal in, trade in, be in the line等。上面的例句可改写为：

Our company handles(or：deals in, trades in，is in the line of)the import and export of chemical products．

8．forward vt． 转交，传递

Your letter of November 8 addressed to our Head Office has been forwarded (or： transmitted, referred, passed on, handed over) to us for attention and reply． 你方11月8日致我总公司的函已转给我们办复。

9．favorable adj． 有利的，赞成的，有帮助的

表示赞同某事或表示对某人、某事有利，后接介词to：

We are favorable to your terms and conditions of this transaction． 我们同意你方这个交易的条件。

如果表示对某种行为有利一般接介词for：

The time is not favorable for the disposal of the goods． 现在不是卖货的有利时机。

favorable reply 合意的回答，类似good news，相当于中文的“佳音”、“好消息”．

favorable price优惠价格

Letter 3

Exporter Writes to Importer 出口商给进口商的信

Dear Sirs,

Your firm has been recommended to US by John Morris & Co., with whom we have done business for many years。

We specialize in the exportation of Chinese Chemicals and Pharmaceuticals．which have enjoyed great popularity in world market．We enclose a copy of our catalogue for your reference and hope that you would contact US if any item is interesting to you．

We hope you will give US an early reply．

Yours faithfully，

Notes:

1．specialize in 专门(从事)，专门(经营)

We specialize in the import and export of Arts and Crafts．我们专门经营工艺品的进出口。

2．chemicals n． 常用复数，化工产品、化学制品(chemical products)

3．pharmaceutical n． 药品，药剂，成药

4．enjoy great popularity享有盛誉

类似的表达方法有：

The goods are most popular with our customers．

The goods have commanded a good market．

The goods are selling fast(or enjoy fast sales)。

The goods arc universally acknowledged．

The goods are unanimously acclaimed by our customers．

“畅销品”有如下表达法：

ready seller；quick seller；quick—selling product．

Judging from our experience in marketing our garden tools in Australia，we rather confident that they will soon become quick—selling products in your market． 根据我们在澳大利亚销售园林工具的经验，我们相信这些产品将很快在你方市场上成为畅销品。

5．contact vt． 与……联系；与……接触

contact n． 联系；交往

We have been in contact with that firm for nearly two years．我们与那家公司有近两年的交往。

1.3 Supplement：Some Useful Sentences实用句子的补充

(1)We have heard from China Council for the Promotion of International Trade that you are in the market for Electric Appliances。

从中国国际贸易促进委员会获悉，你们有意购买电器用品。

(2)Your name and address has been given to us by Messrs.J. Smith & Co.，Inc．in New York，who have informed US that you are one of the leading importers of Light Industrial Products in your country． 据纽约史密斯公司介绍，得知你公司名称和地址，并得知你们是贵国轻工业产品的主要进口商之一。

(3)On the recommendation of…Co．Ltd．， we have learned with pleasure the name of your firm and shall be glad to enter into business relations with you． 承蒙……有限公司的介绍得知贵公司名称，我们非常乐意与贵方建立贸易关系。

(4)We are given to understand that you are potential buyers of Chinese…，which comes within the frame of our business activities．据了解，你们是中国……(商品)有潜力的买主，而该商品正属我们的业务经营范围。

(5)We have the pleasure to introduce ourselves to you with a view to building up business relations with your firm。我们有幸自荐，以期与你公司建立业务关系。

(6)Specializing in the export of Chinese Cotton Piece Goods，we express our desire to trade with you in this line． 我们专门经营中国棉织品出口，愿与你们进行交易。

(7)We are interested in the possibility of establishing sources of supply of crude oil from your country． 我们有意向贵国寻求原油供应来源的可能性。

(8)Being closely connected with reliable wholesalers here，we shall be able to do considerable import business with you． 我公司与此地可靠的批发商有密切联系，能与你公司作可观的进口业务。

(9)Please submit full specifications of your…together with terms of payment and discount rate． 请提供你公司……的各种详细规格，并告知付款条件和折扣率。

(10)Please furnish US with your own samples of Rayon Handkerchiefs closest in designs and quality to those we enclose here。请提供在花样和质量上与随函所附样品最近似的人造丝手帕样品。

(11)In order to give you some idea of various qualities of Handicrafts we carry, we have pleasure in forwarding you by air one catalogue and a few sample books for your perusal． 为使你公司对我们所经营的各种手工艺品质量有所了解，现航寄去目录一份，及样本数册供参阅。

(12)Your letter addressed to…has been forwarded to us for attention, as the export of this article is exclusively handled by us． 你们寄给……的信已转给我们办理，因该项商品的出品由我公司专营。

(12)China Council for the Promotion and International Trade in Beijing has referred your letter of…to our head office in Beijing， who has instructed us to contact you in the hope of establishing business relations． 北京中国国际贸易促进委员会已将你们×月×日来信转给我北京总公司，我总公司嘱我们与你们联系，以期建立业务关系。

(13)Our bankers are the Hong Kong & Shanghai Banking Corporation in Hong Kong, they can provide you with the information about our business and finances． 我们的业务银行是香港汇丰银行，他们可向你方提供有关我方的业务及资金情况．

(14)We should be pleased(or：highly appreciate it)if you would respond to our request at your earliest convenience． 如果你能尽早回复，我们将不胜感激。

-----
威普创新科技---专门从事外贸网站的制作和推广