商务信函的基本结构 传统信件 这里我们介绍一种商务信函中最通用的格式-齐头式.主要... 当我们撰写传统信件时,直接使用这种信笺纸就可以. 2、编号(写信人的名字缩写)和...
International Business Correspondence Chapter 1 Layout of Business Letters 1 Contents ◆ Principles of business letter writing ◆ The layout of business letters ◆ The structure of business letters ◆ Addressing envelopes ◆ Exercises 2 Ⅰ.Principles of business letter writing --- the 7C?s principles The 7C?s principles are ? Consideration 考虑周到 ? Completeness 全面完整 ? Correctness 准确无误 ? Concreteness 真实确切 ? Conciseness 简洁明了 ? Clarity/Clearness 清楚易懂 ? Courtesy 谦虚礼貌 3 1. Consideration ? “you attitude”;? “put yourself in your reader?s shoes”; What are his needs, his wishes, his interests, his problems, and how I meet with them? Compare: We won’t be able to send you the brochure this month. We will send you the brochure next month. This kind of unfortunate incident will not occur in the future. Future transactions will be handled with the utmost care. 4 2. Correctness Besides proper and correct grammar, punctuation, and spelling, also means: ? Use the correct level of language ? Include only accurate facts, words, and figures ? Special attention should be paid to names of articles, specifications, quantity, figures, units, dates, prices, discounts, commission, etc. 5 3. Completeness ? Contain all the necessary information； ? Make an outline； ? Keep the following guidelines in mind： ?Why do you write the letter？ ?What are the facts to support the reasons？ ?Have you answered the questions asked？ 6 4. Concreteness Specific, definite, and vivid ?Use specific facts and figures ?Put action in your verb ?Choose vivid, image-building words Compare: Termination of the insurance will be in June. The insurance contracts ends in June. 7 5. Conciseness ? ? ? ? ? Try to make your message brief and to the point. Avoid using long words and sentences. Use daily expressions to replace jargons. Express yourself in an orderly and logical way. Say what you have to say in the fewest possible words without losing clarity and courtesy. ? Omit trite expressions Eg. We are going to give consideration to the delivery schedual at today?s meeting. We will consider the delivery schedual at today?s meeting. ? Avoid unnecessary repetition and wordy statement ? Include only relevant facts ? Organize effectively 8 6. Clarity ? ? ? Choose words that are short, familiar, and conversational. Construct effective sentences and paragraphs. (unity, coherence, and emphasis)统一、连贯、重点突出 Include examples, illustrations, and other visual aids when desirable Note : ① conversational tone--- sound natural if read over the telephone, behelpful and friendly ② cannot be confused with informal– slang, bad grammar or poor English ③ techniques a. one idea in a sentence b. one topic in a paragraph c. one matter in a letter 9 7. Courtesy ? This is more than politeness. A good business letter should be positive, friendly and sincere. Compare: ?Instead of saying: I am in receipt of your order for 1,000 tons of Black Tea. ?You say: Thank you for your order for 1,000 tons of Black Tea. 10 Ⅱ.Layout of business letters ? Block style （齐头式） ? Indented style （缩进式） ? Modified block style （改良齐头式） ?Semi-block format with indented paragraphs （半齐头式或混合式） 11 1.（Full-）Block style The Wilson Company 1377 Main Street Dallas, Texas 75226 U.S.A. February 5, 1999 Nippon International Trading Co. Ltd. 3 Nihonbashi, Honcho 3 Chome Japan ?The full-blocked layout style has no indentation. Everything is ranged left. ?This style is widely used today because it is easy to type and therefore efficient. Gentlemen: We?re sending you our latest pricelist …… We are looking forward to hearing from you soon. Truly yours, THE WILSON COMPANY William Robertson, President WR / ea 12 2. Indented style （Heading） China National Light Industrial Products Import &
Export Corporation 82 Tian?an Men Street Beijing, China Jan.30,2005 ? ? ? ? ? Our Ref. No--Your Ref. No--The Pakistan Trading Company (Inside Address) 15，Broad Street Karachi, Pakistan ? ? ? ? ? ? ? Gentlemen: (Salutation) Re: Chinese Light Industrial Products (Caption) We thank you for your letter of Jan.10, 2005 and shall be glad to enter into business relations with your firm. As you know, it is our policy to trade with the people of all countries on the basis of equality and mutual benefit. We believe we shall be able, by joint efforts, to promote friendship as well as business. We are sending you 5 pamphlets and a price list covering part of our exports. Please advise what articles you are interested in at present. （The Body of the Letter） Your early reply will be highly appreciated. (The Closing Sentences) （The Complimentary Close） Yours faithfully, CHINA NATIONAL LIGHT INDUSTRIAL （The Signature） PRODUCTS IMPORT &
EXPORT CORP. ? (Sighed)---? ? Encls: 13 3. Modified block style ? 改良齐头式，又称Semi-block format with indented paragraphs ? 混合式：封内地址及其他需要分行的部分， 采用齐头式，而第一段开始一行采用缩行式。
两种格式的混合采用所以称之为混合式。 14 Ⅲ.Structure of business letters ? standard parts the letterhead 信头 the inside address the date the salutation称呼 the body of the letter the complimentary close 结尾敬语 (7) the signature (1) (2) (3) (4) (5) (6) ? optional parts (1) (2) (3) (4) (5) (6) the reference 编号 the attention line经办人 the subject line事由 the enclosure the carbon copy notation the postscript note附言 15 1.Letterhead ? Companies usually have paper with a printed letterhead, which includes the company?s name, address, postcode, telephone number, telex number, fax number, email address,internet address, etc. The printed letterhead is usually centered. ? The address in the letterhead is the address of the sender not the recipient. This is important when you have to write the letterhead yourself. 16 2. Dateline ? Place: two lines below the letterhead. ? For the full-blocked style, you put it on the left. ? For the blocked or semi-blocked you put it on the right. ? Should be typed in full and not abbreviated. ? September , not Sept. / October, not Oct. ? Avoid giving the dates in figures (2/3/1999) ? Prefer cardinal numbers (1,2,3,4…) rather than ordinal numbers (1st, 2nd, 3rd, 4th…) ? BrE: day / month / year ? AmE: month / day / year eg. 3 April 2000 eg. April 3, 2000 17 3. The inside name and address ? Information of inside name and address: (1) receiver’s name or his offcial title (2) Company’s name (3) Number of the house and name of the street 门牌号及街名 (4) District, name of the town or city (5) State or province, Zip code (6) Name of country 18 ? Place: left-hand margin two lines below the date. ?This is the name and address of the recipient. ? Courtesy titles: Mr., Mrs. and Miss. ? If you do not know whether a lady is married or not, use Ms. All these are followed by family names. ?If you do not know whether the recipient is a man or a woman, use Dear Madam or Sir. They are not followed by family names. 19 ? When the recipient holds a special title, such as Doctor, Professor, address him/her by this title: Prof. Smith. Dr. James White / James White, MD But not Dr. James White, MD ? When addressing business executives, include their title. E.g. Mr. Paul Johnson, President ? If you know the appropriate departmental head, you?d better address the letter to him or her, by his official title not by his or her name. Thus a letter concerning purchasing should be addressed to: E.g. The Sales Manager, the recipient?s address. Dear Sir, ? If a letter is to a group, the inside address includes the full group name and the address.(p6) 20 ? Sometimes Messrs. (the plural form of Mr.) as a courtesy title is placed before the name of a company which includes a personal element. Messrs. 可用于以人名命 名的商号名前 ? Eg. Messrs. Evans &
Sons Co. Ltd. Messrs. Cpllins &
Smith 21 4.Salutation ? The salutation is the polite greeting with which a letter begins. The expression you use depends on your relationship with the recipient. ? The salutation is two lines below the inside address without any indentation. 22 ? If you do not know whether a man or a woman will read your letter, you may write Dear Madam or Sir / Dear Sir or Madam. ? 称呼后面的的标点，一般使用逗号，美加来信中 Gentlemen后用冒号：
? You cannot use Sir/Sirs alone. You have to use dear to go with Sir/Sirs but Gentlemen is used alone and cannot be used in the singular. Eg: Gentlemen: (AmE) (followed by a colon) 23 5. Body of the letter ? Person人称： ? the first person singular: I have received your application and…. ? the first person plural: We have received your application and… ? the impersonal passive: Your application has been received and will be considered by the Board this week. ? Plan your letter carefully ： ? If you are replying a letter, begin your letter by referring to the previous correspondence. ? If this is the first time to contact, you may begin by introducing yourself and then state the purpose of your writing. ? If you have several matters to talk about, especially if such matters are not dealt with in the same department of the company, do not talk about them in one letter. ? If a second page is necessary, always type a heading to show the name of your correspondent, the number of the sheet, and the date。 ? Collins Telecom Company, -2March 24， 2005 24 6.Complimentary close ? The complimentary close is merely a polite way of ending a letter. ? The expression used must suit the occasion and match the salutation. 25 7.Signature ? Be signed by hand and in ink ? The name of signer is usually typed below the signature and followed by his job title or position. Eg. ? Per pro / P.P– is the abbrevation of Per Procuration, means 正式代表组织 26 8. Attention line ? 如需注明对方经办人，希望收信商号将信迅速 交经办人办理，可以在封内地址下面加 Attention 或Attention of ? 见书例 27 9. Subject line/Caption ? below the salutation ? used to call reader?s attention to the topic of the letter, therefore it is a good idea to underline it or make it in boldface letters. ? 例见教材 ? Re: Amendment to L/C No.456 Re comes from Latin Language means 事由. 28 10. References Reference 编号（案号） ? Two lines below the letterhead. ? File number, departmental code (or the reference initials) E.G Your ref.:2005/IB318 Our ref. :CS49/77005 ? 例见教材 29 11. Enclosure ? If you have enclosure ，an enclosure notation should be added to the letter. ? 应在签名下注明Encl.或Enc.如附件不止一件 应注明2 Encls or 3 Encls,或详细列明如下： ?Encls: 2 Invoices ?Enc: 1 B/L 1 Photo 1 Certificate 30 12. Carbon copy notation ? Carbon copy副本抄送 ? In this case you write ?CC?or ?cc? below the signature at the left margin. 31 13. Postscript ? Do not use postscript unless you want to add a personal touch to your letter. ? It is placed two lines below any other notations, and flush with the left margin. ? In most cases, postscript is regarded as a sign of poor planning. If it is necessary write in ink like this: ?P.S. See you at the Exhibition at the Hillside Plaza on January 10. 32 Ⅳ.Addressing envelopes ? Here is the diagram: 33 1.如果一信须由特种邮路或邮航寄送，或说明信的类别，可在 信封左下角注明下列各字样：
（1）Per S/S “ Empress of Canada ” （2）Via Suez （3）Via Air Mail （4）Via Air Mail Registered （5）Registered 挂号邮件 （6）Express （7）Parcel Post （8）Printed Matter （9）Sample Post （10）Samples of Merchandise （11）Sample (s) of no commercial value赠品 （12）Ordinary Mail (13) Immediate (Urgent) Mail 34 2.如系私人信件或密件，可在信封左下角注明 下列字样：
（1）Private （2）Personal （3）Confidential Sometimes you may see an envelope with c/o, which means ?care of?. 由…转交 35 Exercises ? P18 Ⅱ ? P19 Ⅲ 36 THE END THANKS! 37
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