《国际商务函电双语教程》PPT课件（全）.pptxVIP

CHAPTER 1;An Overview of Business Letter and Writing Guidelines Structure of Business Letters Format of Business Letters Envelopes Addressing Some other forms of Business Letters General Procedures of Foreign Trade Useful Expressions Key to Exercises ;Business communication is a process through which the parties involved establish partnerships or relationships, negotiate terms, and complete transactions. Every company, big or small, communicates with many different firms and companies everyday. Although new information technologies are increasingly used, Business letters still the main channel and medium of business communication. ;Even though the way of transmission of the business letters is changing, the essential act of sending a message from one person to another remains the same. Therefore, it is necessary to be aware of the importance of business letter writing.;In business world, words are as important as figures. By words we make sales, create good will, win customers and hold old ones. Words can let us obtain credit , get bills paid, report on new ideas and products, and launch sales campaigns. So success in writing is a key to success in business. ; Business letters can be roughly grouped into three categories in terms of their purpose: to get action; to build goodwill; to furnish information. If you want to write successful business letters, always keep in mind that you are going to have a talk with your reader. The most effective letters are messages from one real people to the other. They should be easy to read and easy to understand, they must be friendly and courteous. ;;1. Correctness（正确）; Usually, mistakes with tone can be avoided by using the following techniques: (1) Place more emphasis on the reader than yourself; (2) Avoid extreme cases of humility, flattery, and modesty; (3) Avoid condescension; (4) Avoid lecturing.;2. Conciseness;Following guidelines must be observed:;3. Clarity/Clearness;Following rules s