国际贸易实务 第2章 交易磋商与合同订立.pptVIP

第2章 出口合同的磋商、订立和履行 第一节 建立业务关系 一笔具体的交易往往始于出口商主动向潜在客户发函建立业务关系。合格的英语函电，包括信函、电报、传真及电子邮件，要以简洁的语言、明晰的结构来表述完整的内容。一般应包括如下内容： 1.信息来源（通过何种途径了解客户资料,给对方可靠印象。应简明扼要），如： We learned from the Commercial Counselor’s office of our Embassy in your country that you are intrested in Chinese handicraft. Mr. Jacques,Head of Arcolite Electric AG has recommended you to us as a leading importer in Korea of lightweight batteries for vehicles. We have obtained your name and address from the Internet. Our market survey showed that you are the largest importer of cases and bags in Egypt. 2.致函目的（扩大交易地区及对象、建立长期业务关系、拓宽产品销路等） In order to expand our product into South America,we are writing to you to seek cooperation possibilities. We are writing to you to establish long-term trade relations with you. We wish to express our desire to enter into business relationship with you. 3.本公司概述（对公司业务范围等基本情况的介绍及公司相对优势的介绍，如贸易经验丰富、供货渠道稳定，销售网络广泛等。往往可将公司和产品介绍放一块） We are a leading company with many years’experience in machinery export business. We enjoy a good reputation internaionally in the circle of textile. A credible sales network has been set up and we have our regular clients from over 100 countries and regions worldwide. Located in Shanghai,we take the advantage to set up our solidified production basis in coastal and inland areas. 4.产品介绍（如对方需求明确，对特定产品具体介绍；否则，对公司产品的整体情况如质量标准、价格水平笼统介绍，另可附目录、报价单或样品） Art. No. 76 is our newly launched one with super quality, fashionable design, and competitive price. We have a good variety of colors and sizes to meet your different needs. Our products are enjoying popularity in Asian markets. To give you a general ideal of our products, we are enclosing our catalogue for your reference. 5.激励性结尾（希望对方给予回应或询盘的语句） We are looking forward to your specific inquiries. Your comments on our products or any information on your market demand will be really appreciated. 案例1 华信贸易有限公司(Huaxin Trading Co. ,Ltd.)成立于1980年,是经国家批准的具有进出口经营权的综合性贸易公司.其经营范围包括机电设备、金属材料、建筑材料、化工原料、轻工产品等。公司与多家供货厂商有固定的业务往来，货源基