unit 1 structure and style of business letter. 教学内容: 商务函电的结构 structure...
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Unit 1 Structure and Style of Business Letter
教学内容: 商务函电的结构 Structure (教学重点)
商务函电各构成部分的内容、作用、位置和注意事项(教学难点)
商务函电的格式 Style 商务函电写作的原则 Golden rules (教
学重点) 商务函电的种类 Classification
Lesson 1 Structure of Business Letter
标准部分 信头 Letter head 写信日期 Date line 封内地址 Inside addr
ess 称呼 Salutation 正文 Body of the lette
r 结尾敬语 Compliment
ary 签名 Signature
特别部分 附件 Enclosure 再启 Postscript 经办人名称 Attention li
ne 事由、标题 Subject line 参考编号 Reference nu
mber 抄送 Carbon copy 姓名字首缩写 Name ini
tials
Introduction to each part Definition, function, location and
attention of each part
1. Letter head Content: Writer’s name, address, fax number, email address and so on Function: To offer essential information of writer Location: At the head of the letter Attention: Usually used together with date line (2) For example:
A Company 36 Tower Street Toronto 4, Canada
May 16,2009
Who can change this style into indented style? A Company 36 Tower Street Toronto 4, Canada May 16,2009
A Company 36 Tower Street
Toronto 4, Canada
May 16,2009
2. Inside address
Content: The receiver’s name and address Function: To offer essential information of the receiver Location: Below the date line for 4-
6 rows
3. Salutation or Greeting
Content: Salutation of the receiver Function: To show respect to/salute
the addressee Location: Below the inside address
for 2-3 rows
Attention:
Dear Sirs, ---Used in England usually Gentlemen:---Used in America and Canada
more单数用 Dear Sir
If the addressee is female单数 Dear Madam or Madam复数 Dear Mesdames
Dear Mr./Mrs. Smith
4. Body of the letter Content: The writer’s expression Function: To show his opinions or ideas Location: Below the salutation for 2-3 rows Structure:
The opening sentences Body The closing sentences
We await your good news. We hope to receive your early reply. We look forward to your soon reply. I’m looking forward to your earliest reply.
5. Complimentary Close Attention: to match the salutation
Sir,--- Yours respectfully, --- Respectfully yours,Dear Sirs,--- Yours faithfully, ---Faithfully yours,Gentlemen:--- Yours (very) truly, ---Truly yours,Dear Mr. Smith,--- Yours sincerely, --- Sincerely yours,
6. The signature
Attention: Usually printed the signer’s name
and position as well
7. Enclosure
Function: To show the sender have attached something with the letter, such as catalogue, price list, B/L, certificate, invoice and so on
Location: left and lower side For example:
Encls.: 2 invoice Enc.: 1 B/L
8. Postscript
Function: To add some sentences Location: At the end of the letter How to use it?
P.S./ PS Don’t forget the signature.
9. Attention line
Function: To show who is the receiver of this letter
Location: Between inside address and salutation
Attention: Usually the receiver is one person as well as one department
For example: Attention: Mr. H.A. Donna, Export Manager Attention of Marketing department
10. Subject or caption
Function: To help the receiver to know the main meaning of this letter and to whom to give this letter
Location: 2-3 rows below the salutation
Attention: Concise and clear For example:
Re: Your order of July 14,2008 - To whom?
Re: Price reduction - To whom ?
11. Reference number
Function: To file the letter, to make the work convenient
Location: Near the date line; On the upside of inside address; In the opening sentences
For example: Our Ref. : 519/57300 We refer to your letter of ref.
519/57300……
12. Carbon copy notation
Function: To show the sender will give this letter to other company as well
For example: C.C.: The bank of ABC C.C.: The ABC Chamber of Commerce &
Industry
13. Name initials
Not necessary Function: To show who write this
letter as well as who type it
Lesson 2 Style of Business Letter
1. 齐头式 Block style Each part, paragraph and line will b
egin from left and block each other. Please see two specimen letters on
page 8-9.
2. 缩进式 Indented style向右缩进 2-3 个字母,日期在信纸的右上
端,签名在中间偏右下方,每一段每一行向右缩进 3-5 个字母
Please see the specimen letter on page 9-10.
3. 混合式 Semi-block style with indented paragraphs 信的正文采用缩进式,除信头、日期和
签名外,其他采用齐头式 注意:函电每部分之间要留出两行的
空间 Please see two specimen letters on
page 10-11.
Lesson 3 Golden rule of Writing Business Letter
You’d better write the business letters according to the following 6C’s rules:
The 6c’s: courtesy , conciseness, clearness, consideration, correctness, completeness
Could you tell me what the meaning of each C is?
Which one is better? Soon & July 5 Peruse & read Beg to state that… & would like to tell you
that… In the event that & if In regard to & about Are writing to you with a view to entering
into & are anxious to One paragraph one topic & one paragraph
several topics Make our company more profitable &
afford you a profit margin
( 1 ) You claim that we did not enclose all the parts in your order.
We regret any delays in your production caused by missing parts in your order. 前一句直接否定,效果较差 ; 后一句委婉地表达,效果较好
( 2 ) We are sorry that we can not ship the goods until S
eptember8. We are happy to tell you we may ship the goods aft
er September8. 前一句直接否定,效果较差;后一句委婉地表达,效果较好
( 3 ) We hope you won’t be dissatisfied with our new p
roducts. We hope you will be satisfied with our new product
s. 前一句否定之否定,效果较差;后一句直接肯定,效果较好
( 1 ) We allow 2 percent discount for cash payment.
强调自己的行为
You will earn 2 percent discount when you pay cash. 强调对方的利益,效果更好
( 2 ) We can not offer any refunds because the goo
ds you returned are dirty and unusable. 表达直接,语气有些居高临下
You could obtain refunds if the goods you returned are clean and usable. 强调对方得失,拒绝语气婉转,效果更好
Lesson 4 The classification of Business Letters
Establishment of business relation Enquiry Offer Business negotiations Conclusion of business Sales promotion order and the fulfillment Letter of credit
Shipment Repeat order Insurance Claim Ask for an agent Processing trade Compensation trade Establishing a joint venture
Do you still remember the following words?
Indent Block Salute Await Leading Accept Negotiate Range Balance claim
Some exercises
Please finish exercises on page 16-18.