第一章 商務(wù)信函寫作概述

1、第一章 商務(wù)信函寫作概述 (An Overview of Business Letters)隨著當(dāng)今國際貿(mào)易飛速發(fā)展，商務(wù)信函作為傳遞商業(yè)信息的主要手段發(fā)揮著重要的作用。專業(yè)的商務(wù)信函就像公司形象大使，給對(duì)方留下良好的第一印象，有助于打造成功的公司形象，加速業(yè)務(wù)的拓展。本章將針對(duì)商務(wù)信函的寫作原則，寫作技巧及正確格式加以詳細(xì)闡述。第一節(jié) 商務(wù)信函的寫作原則 (Criteria for Business Letters)商務(wù)英語寫作區(qū)別于其他類型的英文寫作。傳統(tǒng)的英文寫作格式靈活，寫作者可以根據(jù)自己的喜好和寫作習(xí)慣，選擇復(fù)雜的句型結(jié)構(gòu)和詞語來表達(dá)自己的情感。但商務(wù)英語寫作中，作者與讀者之間是商務(wù)

2、伙伴的關(guān)系，彼此通信的目的是為了促使雙方愉快順利地交易，因此寫作時(shí)需要考慮到雙方關(guān)系，內(nèi)容必須兼顧目的與效率。成功的商務(wù)信函應(yīng)該達(dá)到兩個(gè)目的：1）收信者正確全面地理解寫信人的意圖；2）達(dá)到寫信人的目的。為此，讀者首先應(yīng)了解商務(wù)英語寫作必須遵循的“6C”原則，即：完整(completeness)，清楚 (clarity), 具體 (concreteness), 簡潔(conciseness), 準(zhǔn)確 (correctness)和體諒(consideration)，使文章符合商務(wù)交往的語言特色。1. 完整（Completeness）完整性是指作者在寫作過程中將對(duì)方所需的信息，資料等盡可能全面地提供

3、給對(duì)方以期盡快得到對(duì)方的答復(fù)。如有信息疏漏，則會(huì)浪費(fèi)彼此的時(shí)間再次溝通，延誤辦事效率。而且，有的信件如報(bào)價(jià)單實(shí)際上已是簡單的成交合同，一經(jīng)送達(dá)，對(duì)雙方都有約束力。如果信息不完整，就會(huì)拖延成交時(shí)間，增加工作負(fù)擔(dān)，嚴(yán)重的甚至引起不必要的糾紛。2. 清楚（Clarity）清楚性原則指讀者在最短的時(shí)間內(nèi)能夠領(lǐng)會(huì)作者的意圖，明確行事步驟。因此，作者在進(jìn)行商務(wù)寫作時(shí)，要考慮到目標(biāo)讀者的閱讀能力，遣詞造句力求做到簡單明了，太多的大詞，長難句不易于清楚地表達(dá)意圖。清楚性在寫作中體現(xiàn)在： 1) 選詞（Word Choice）初學(xué)寫作的人一般認(rèn)為詞越難越正式越好，殊不知一份晦澀難懂的信件只會(huì)浪費(fèi)對(duì)方時(shí)間，甚至對(duì)方

4、因?yàn)榭床欢鴶R置一邊，失去合作機(jī)會(huì)。因此商務(wù)寫作中盡量采用短的，廣為人知的單詞代替生僻的詞匯，例如：SayDont saySay Dont saygig substantialenoughsufficientuse utilizeaboutregardingsendsubmitbuypurchase2) 避免模糊表達(dá)（Avoid vague expression）商務(wù)寫作中模棱兩可的表達(dá)會(huì)讓讀者產(chǎn)生誤解，影響商務(wù)溝通。因此，信函措辭應(yīng)盡量選用具體詞匯，指代清楚。如：Vague: Does the radio advertisement have a positive effect?Clear:

5、 Does the radio advertisement increase our sales?3）架構(gòu)句群與段落（Sentence and paragraph construction）短句比長句更易于閱讀，因此，商務(wù)寫作中不要大量使用復(fù)雜的從句及過長的段落。請(qǐng)比較：修改前: We are sending you our price list and catalogue for the new season, and you will find plenty to attract you in it and will notice that every product of ours is

6、 made from 100% natural ingredients. 修改后: We are sending you our price list and catalogue for the new season. You will find plenty attractive ones in it for every product of ours are made from 100% natural ingredients.前句涵蓋信息比較多，句子長，不便于讀者理解。通過修改后變成兩句，后一句對(duì)前句進(jìn)行補(bǔ)充說明，讀者一目了然。除此之外，句子之間應(yīng)當(dāng)用合適的關(guān)聯(lián)詞進(jìn)行銜接，合適的信號(hào)語如

7、 “however”, “for example”將會(huì)幫助讀者理解句群關(guān)系，置于段首的中心句也有助于讀者快速把握段落大意。4）運(yùn)用數(shù)據(jù)、事例及其他視覺手段（Use of dates, examples, and visual aids）信函中可以引入表格數(shù)據(jù)、實(shí)例、圖片等說明觀點(diǎn)，突出寫作目的。同時(shí)，在文章布局上可以使用醒目的標(biāo)題，小標(biāo)題，子彈點(diǎn)，下劃線等視覺輔助手段突出要點(diǎn)。3. 具體（Concreteness）具體原則要求信函內(nèi)容具體、確定而不是籠統(tǒng)抽象，要言之有物，尤其是寫信人要求對(duì)方回應(yīng)咨詢、解決糾紛或是提供幫助時(shí)。請(qǐng)比較： 例1：Our fruits are excellent.Ou

8、r fruits are juicy, fresh and sweet. (Concrete)例2：Smithton Company is our big buyer.Smithton Company did more than five million USD worth of business with us in 2009. (Concrete)以上兩例前一句都比較籠統(tǒng)，后一句則更加具體形象，讓人印象深刻。4. 簡潔（Conciseness）商務(wù)工作者往往工作繁忙，每天要處理大量的文件信函，因此通俗易懂，言簡意賅的信函往往會(huì)提高彼此的工作效率。但簡潔不等于簡單，不能為了簡潔對(duì)重要信息一筆

9、帶過。簡潔性在信函寫作中體現(xiàn)為：1) 使用簡潔的詞匯，例如：UseDont useUseDont useifin the event thatnow at this timeduringduring the time of laterat a later datemy opinionmy personal opinionsoonin the near future2) 少用陳詞濫調(diào)，例如：（修改前）I am in receipt of your letter of recent data concerning our new projector. I wish to state that I

10、am in a position of delivering the required batch at your earliest convenience.（修改后）Thank you for your letter of July 26. Your sets of projector of latest model were shipped today by YT express.3) 避免冗長的表達(dá)和不必要的重復(fù)。例如：（修改前）We require furniture which is of the new type.（修改后）We require new-type furniture

11、.（修改前）As a matter of fact, the X-210 copier is not really the kind of machine the company needs, since the X-200 has the capability of meeting all of our needs. （修改后）We do not need X-210 copier since X-200 has met all of our needs.5. 準(zhǔn)確（Correctness）這里準(zhǔn)確原則不僅要求寫作者使用正確的語法、標(biāo)點(diǎn)符號(hào)等，對(duì)商務(wù)寫作而言，準(zhǔn)確性還包含使用正確的語言風(fēng)格和

12、恰當(dāng)?shù)谋磉_(dá)方式。1) 語言的正式度正式的語言往往比較長，一般用于學(xué)術(shù)、法律及官方文件中。而現(xiàn)代商務(wù)交往中提倡自然而真誠地交流，寫作中則大多采用非正式或中性的語言。例如：FormalInformalFormalInformalApproximatelyInquireAscertainObtainAssistAboutAskFind outReceiveHelpParticipateConstructPurchaseContributeSufficientShareBuildBuyGiveEnough2) 恰當(dāng)?shù)谋磉_(dá)方式根據(jù)寫作內(nèi)容和與目標(biāo)讀者的關(guān)系，寫作者應(yīng)選擇合適的方式來表達(dá)信息。例如：對(duì)對(duì)方

13、有利的消息和日常事務(wù)一般選擇直接告知的方式（direct approach）；不利于對(duì)方的信息或是壞消息則采取間接方式先解釋說明最后告知的方法（indirect approach）。6. 體諒（Consideration）有經(jīng)驗(yàn)的商務(wù)工作者會(huì)預(yù)見到客戶的需求、疑問，往往站在對(duì)方的角度換位思考，通過禮貌措詞來建立良好的客戶關(guān)系。在商務(wù)信函寫作中，禮貌和體諒原則不僅僅體現(xiàn)在是用“please”，“thank you”等字眼，它更多地體現(xiàn)在寫作者的措辭以及對(duì)已收到信件的及時(shí)回復(fù)之上，從字里行間體現(xiàn)出對(duì)對(duì)方的尊重與體諒。在寫作過程中，我們應(yīng)注意如下兩個(gè)方面：1) 以對(duì)方為主的寫作態(tài)度 （You-att

14、itude）寫作中應(yīng)用“You-attitude”取代“we-attitude”，讓對(duì)方感到備受尊重。試比較：“You-attitude”“we-attitude”Congratulations to you on yourYou will receive your order on Oct.10.To provide you with clear records, we are changing our billing system.I want to send my congratulationsWe are shipping your order on Friday.To reduce

15、our costs, we are changing the billing system.2) 措辭得體 （Appropriate wording）商務(wù)交往中難免會(huì)出現(xiàn)雙方意見相左或是合作出現(xiàn)問題的時(shí)候，此時(shí)寫作者在給對(duì)方的信件中會(huì)提及負(fù)面效應(yīng)甚至相互指責(zé)，即便是這樣，信函中的措辭還是要有禮有節(jié)( Tactful)，既要表明立場(chǎng)又不失禮貌。請(qǐng)比較：TactfulBluntWe failed to receiveThe center is open until four oclock.Please refer to my June 10th letter.If I had known your

16、 needs before May 20, I could have shipped Model A-3 immediately. However, the spring sale drained our stock.You did not sendThe center is closed after four oclock.You did not read my recent letter.Because you delayed so long in your response, Model A-3 is off stock. 以上6“C”商務(wù)英語寫作原則貫穿商務(wù)英語寫作全過程。了解它們有助

17、于寫作者在撰寫商務(wù)信函、報(bào)告時(shí)合理組織文章結(jié)構(gòu)，遣詞造句，使所寫文章更專業(yè)，更具商務(wù)特色。第二節(jié) 商務(wù)信函的寫作技巧(Tips for Business Letters)1. 開門見山談目的(Identifying the writing purpose in the beginning )任何寫作都有一個(gè)中心議題，這個(gè)議題就是寫作目的，作者可以根據(jù)行文需要將目的置于文章的合適部分。但在商務(wù)信函寫作中，寫作者應(yīng)首先明確信函目的，如：合作意向達(dá)成后，可能需要向?qū)Ψ教岢鲎稍冋?qǐng)求；合作遇到?jīng)_突時(shí)，也許需要在信中向?qū)Ψ浇忉屩虑傅鹊?。寫作議題應(yīng)明確地置于首段，開門見山說明寫作意圖，然后進(jìn)行解釋說明或是加

18、以論證。一般來說，商務(wù)信函開頭不宜過長，一兩句話說明寫作事宜即可。以下是常見商務(wù)信函的開頭：Letter of enquiry: We read about your advertisement in the local newspaper and would like to have more information about Mapleland Industrial Park.Letter of order: We would like to order the following goods:Letter of invitation: We are pleased to invite

19、you to the launch of English Tomorrow, the exciting new program for business English learners.Letter of thanks: I am writing to thank you for the hospitality you extended on our visit to your company.Letter of complaint: I am writing to complain about your handling of the order No. B13 and say how d

20、isappointed we are with how this order has been dealt with.Letter of apology: Thank you for your letter dated 25 June. First of all, I would like to apologise for the unsatisfactory handling of your order.Letter of reply: Thank you for your enquiry of 23 May, in which you expressed an interest in ou

21、r Grace silk blouses.2. 基于事實(shí)論觀點(diǎn)(Basing your opinion on facts)商務(wù)寫作目的大致可分為提供信息(inform) 和勸說對(duì)方(persuade)兩類。前者要求所給信息準(zhǔn)確無誤，便于對(duì)方判斷決策；后者則要分清觀點(diǎn)與事實(shí)，觀點(diǎn)需要事實(shí)依據(jù)來支撐，才能有說服力。例如：“The customers here have always been satisfied with your products. However, some European manufactures have recently launched new models whic

22、h are catching on very fast. Therefore we wonder whether you can improve your present designs.”此段中，前兩句是事實(shí)，闡述了產(chǎn)品市場(chǎng)現(xiàn)狀，最后一句話是觀點(diǎn)，針對(duì)目前局勢(shì)提出看法。事實(shí)和觀點(diǎn)相互印證，僅有事實(shí)無觀點(diǎn)則導(dǎo)致缺乏行動(dòng)決策，勞而無功；僅有觀點(diǎn)無事實(shí)依據(jù)，則缺乏說服力和可行性。3. 分段(Using small paragraphs)為使收信人一目了然，信函寫作者應(yīng)該根據(jù)寫作目的確定行文框架結(jié)構(gòu)，將所設(shè)計(jì)的話題分成小段，必要時(shí)加上小標(biāo)題，便于讀者快速查閱。相反，如果將所有話題羅列在一大段中，毫無

23、層次，讀者往往望而生畏，這不符合商界交往快節(jié)奏的要求。試比較：Poor paragraphing:Dear Mr. Miller, Ive just received your fax and after searching for different possibilities, this is what I can offer you: 10% discount on the total prize if you book our offices for 18 months, could it be interesting for you? You asked us for 4 offic

24、es in Riverside Tower and we only have 4 left but placed in different floors and there are no parking spaces left. Would you mind if I search what you need in Ocean Palace? Ocean Palace is a big Tower with 300 parking spaces, it has wonderful views to Tulip Park and the public transport connections

25、are really good. Ive just checked if we have 4 offices left in Ocean Palace and for your information we have them now! At the same floor and one is 10and the last one is 20 as you required.Please let me know if you are interested in this possibility. Yours sincerely,William CruiseBetter paragraphing

26、Dear Mr. Miller, Thank you for your order by fax. Id like to mention that I can offer you 10% discount if you are booking for 18-month period.We have 4 offices left in Riverside Tower as you required but they are on different floors. Also there is no parking space available at the moment in Riversid

27、e Tower. However, I can offer you a very interesting alternative in Ocean Palace Building: 4 offices as you required on same floor 300 parking spaces and good public transport connections for your employees Wonderful views.Please think about this alternative and the discount I mentioned before. I lo

28、ok forward to hearing from you soon so I can make the booking.Yours sincerely,William Cruise點(diǎn)評(píng)：以上兩篇文章內(nèi)容一樣，但前者布局太密，內(nèi)容雜亂，給人印象模糊。后者內(nèi)容分成若干小段，利弊分開，并恰到好處地使用了子彈點(diǎn)，重點(diǎn)突出，使人過目難忘。4. 使用恰當(dāng)?shù)恼Z氣（Using appropriate tone）現(xiàn)代商務(wù)寫作提倡自然流暢的語言，合適身份的語氣。這種寫作的優(yōu)勢(shì)在于使讀者見信如見其人，寫信人使用的語言，語氣拿捏得當(dāng)，會(huì)給對(duì)方留下相當(dāng)專業(yè)的商務(wù)形象。寫作者動(dòng)筆之前，要有明確的定位。如話題內(nèi)容，收信

29、人與寫信人的關(guān)系，職務(wù)級(jí)別等，然后決定行文的措辭，是正式還是非正式，語氣是委婉還是直接。一般來說，對(duì)于嚴(yán)肅的話題例如新規(guī)定的發(fā)布執(zhí)行，上級(jí)對(duì)下級(jí)采用正式的語言，直接的語氣；下級(jí)對(duì)上級(jí)則應(yīng)采用正式的語言，委婉的語氣。如果話題比較輕松如周末餐會(huì)，則措辭可以采用非正式的語言。請(qǐng)比較下面兩則email：上級(jí)對(duì)下級(jí)，話題為衛(wèi)生檢查，語氣直接。Dear all, There will be a visit from health and safety inspectors on Monday, April 1st from 9 a.m. to 15 p.m. As the inspection is ne

30、cessary for our quality management certificate, please be prepared for the inspection by telling the staff to tidy up their workplace. Sam PowellGeneral Manager下級(jí)對(duì)上級(jí)，話題為請(qǐng)假，語氣委婉。Dear Mr. Johnson,I would like to attend a seminar on 3 April. It is about presentation skills. Since I have to make many pr

31、esentation to our clients, this seminar will be very useful.Could you tell me if it is possible to take time off work to attend the seminar？ThanksAngela5. 多使用主動(dòng)語態(tài)（Using active voice more）商務(wù)寫作中，使用主動(dòng)語態(tài)能夠更自然和準(zhǔn)確地表達(dá)寫信人的本意，使信件風(fēng)格直接有力，語言風(fēng)格簡潔明了。試比較以下例子：PassiveActiveIt was suggested to cut the budget.We sugge

32、sting cutting the budget.Your early reply would be appreciated.We look forward to hearing from you.Please be advised that the above order should have been received before Christmas.We should have received the above order before Christmas.點(diǎn)評(píng)：通過比較可以看出，主動(dòng)語態(tài)顯得更加親切自然，給人友好靈活的感覺。相反，過多地使用被動(dòng)句式，容易使人感覺拘謹(jǐn)乏味，甚至被

33、人誤解為推托之詞。但是撰寫處理負(fù)面事件的信函中，寫信人往往使用被動(dòng)語態(tài)避談個(gè)人真實(shí)感受，降低負(fù)面影響。另外，被動(dòng)句式也使文章更加正式。例如：“Apparently you did not give us discount you promised.” 該句使用主動(dòng)語態(tài)直接指出收信人的失誤，不太禮貌。換成被動(dòng)語態(tài)：“Apparently the promised discount was not given.” 這樣措辭委婉，為收信人留了余地，更為妥貼。6. 措辭禮貌得體(Using courteous expressions)禮貌是商務(wù)交往中的基本禮儀，也是貫穿商務(wù)信函寫作的基本原則。寫作中除

34、了使用 “thank you”, “regards”等詞之外，還應(yīng)換位思考，使用“You attitude”。（參見第一節(jié)禮貌原則）除此之外，商務(wù)交往中難免會(huì)出現(xiàn)沖突與不快，即便如此，帶著憤怒與嘲諷的字句只能出一時(shí)之氣，不利于問題的解決，甚至帶來嚴(yán)重后果。例如：ImproperOur customer is very dissatisfied with the frequent delivery errors and said such mistakes cannot happen in Singapore. At this opportunity, we want to request yo

35、u to improve your shipping procedure and give us your comments on how this problem is to be solved.ProperOur customer is very unhappy about the frequent delivery problems and wonders how such basic errors can be made.We are afraid that if these problems continue there will be a serious drop in sales

36、. Would you please do all you can to improve your shipping procedure?點(diǎn)評(píng)：前者闡述方式有誤，直接指責(zé)對(duì)方，口氣咄咄逼人。后者有禮有節(jié)地指出了問題的嚴(yán)重性和后果，指出了對(duì)方面臨的問題和風(fēng)險(xiǎn)。第三節(jié) 商務(wù)信函的寫作格式(The Layout of Business Letters)正式的商務(wù)信函包含7個(gè)部分：信頭、 日期、 封內(nèi)地址、稱呼、正文、信尾客套語和簽名。示例如下(采用完全平頭格式)：打印信頭日期封內(nèi)地址稱呼信函正文信尾客套語簽名Powell & Cross Clothing Company1207 West 3

37、0th StreetNeward, New Jersey 07109Tel: +55 92 889 5453 Fax: 55 92 889 545512 March 2010China National Import & Export Corp.Shanghai Branch1040 North Suzhou RoadShanghai, ChinaDear Sir or madam,We have obtained your address from the Commercial Counselors Officein London and are now writing to you

38、 for the establishment ofbusiness relations.We are very well connected with all the major dealers here of lightindustrial products, and feel sure we can sell large quantities of Chinese goodsif we get your offers at competitive prices.Please let us have all necessary information regarding your produ

39、cts for export.Yours truly,Lee OzunaSusan StephinesSusan StephinesMarketing Manager1. 信頭(Letterhead)信頭置于信件頂端，大公司一般都在信箋頂端印制好了信頭。信頭一般包含如下信息：·公司名稱·地址和郵編·電話和傳真·網(wǎng)址和企業(yè)郵箱GOODDAYS TEXTILES IMP. & EXP. CO., LTD.998 Shengli Road, Beijing, ChinaTel:Fax:ttp:/

40、Email: dfding2. 日期(The Date Line)日期格式每個(gè)國家都不一樣。英國一般使用日/月/年，不使用逗號(hào)；美國一般采用月/日/年 的順序。以下幾種寫法都是可以接受的：20 July 2010 20/07/2010July 20, 2010 07/20/20103. 封內(nèi)地址(The Inside Address)收件人的姓名地址應(yīng)分行打印，與信封上的排列相同。注意稱呼收件人要與他們的簽名一致。如果沒有制指定收件人就只用寫對(duì)方地址就夠了。4. 稱呼(The Salutation)如果收件人的姓名已出現(xiàn)在封內(nèi)地址中，就應(yīng)該用這個(gè)名字稱呼對(duì)方，并加上合適的稱呼語。常見的稱呼如下：SalutationPeople to addressDear sir or madam,Dear, Mr.Dear Mrs.Dear MissDear (first name only)Not knownMenMarried womenUnmarried women and girlsClose friend, informal5. 信尾客套語(The Complimentary Close)人們習(xí)慣于用信尾客套語作為禮貌性的結(jié)尾。寫信人根據(jù)雙方的親疏關(guān)系和信件的正式度，選擇適合的客套語。具體如下：FormalSemifor