Chapter17-代理信函.chapter17-代理信函

Chapter17代理信函AgencyLetters

跨境電商應(yīng)用文寫(xiě)作知識(shí)目標(biāo)：基本了解代理信函的必要性，掌握代理信函的結(jié)構(gòu)和分類資訊，掌握相關(guān)專業(yè)術(shù)語(yǔ)和常用句型。能力目標(biāo)：能夠根據(jù)不同情景撰寫(xiě)代理信件，熟練運(yùn)用相關(guān)術(shù)語(yǔ)和典型句式，準(zhǔn)確、流暢地表達(dá)信函內(nèi)容。LearningobjectivesChapter17AgencyLetters商務(wù)知識(shí)（Businessknowledge）代理信函類型

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TypesofLetter）代理信函分類（ClassificationsofLetter）3IntroductionChapter1

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SalesLettersChapter17AgencyLetters代理信的概念和作用

代理又稱商務(wù)代理。在商業(yè)買(mǎi)賣中，除了由買(mǎi)賣雙方直接洽談生意外，常常為了開(kāi)拓業(yè)務(wù)和簡(jiǎn)化逐筆談判業(yè)務(wù)的繁瑣步驟，可以根據(jù)業(yè)務(wù)需要，在一些國(guó)家或地區(qū)選擇可靠的客戶建立代理關(guān)系（AgencyRelation），委托代理商在指定的地區(qū)和一定期限內(nèi)，從事合同規(guī)定領(lǐng)域、程度、時(shí)間的商務(wù)活動(dòng)行為。Chapter1

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SalesLettersChapter17AgencyLetters代理信函的類型

在國(guó)際貿(mào)易活動(dòng)中，委托代理（商）是常見(jiàn)的一種貿(mào)易形式。主要有三種類型：傭金代理、獨(dú)家代理和一般代理。Agreatnumberofinternationaltradesarehandlednotonlybydirectnegotiationsbetweenthebuyersandthesellers,butalsobymeansofagency.Generalspeaking,agentmaybeclassifiedintothreemaintypes.Theyarecommissionagent,sole(exclusive)agentandgeneralagent.Chapter1

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SalesLettersChapter17AgencyLetters

（1）Commissionagency

傭金代理傭金代理是基于代理人或委托人指示和合同條款規(guī)定，而行使的交易職權(quán)和交易活動(dòng)。代理商從中收取一定比例的傭金。Thecommissionagencymeansthetradeactivitiesupontheinstructionsfromhisprincipaltosellgoodsonthebesttermsobtainable.Thecommissionagentmaybeafirmoraperson.Hechargesacertainamountofcommissionforhisservicesundersomekindofagreementorcontract.Chapter1

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SalesLettersChapter17AgencyLetters（2）Soleagency獨(dú)家代理獨(dú)家代理是被代理方授予獨(dú)家代理權(quán)利后，根據(jù)合同協(xié)議而進(jìn)行商品交易活動(dòng)，可以從中收取傭金。Thesoleagencyreferstotheactingexclusivelyforoneprincipalwithexclusiverightstosellcertaincommoditiesonacommissionbasisinacertainareainaccordancewiththeagreementconcluded.Thesoleagentmaybeapersonorafirm。Chapter1

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SalesLettersChapter17AgencyLetters（3）Generalagency一般代理一般代理也是根據(jù)代理人意愿或合同協(xié)議要求，代理委托方進(jìn)行的商品交易的活動(dòng)，并收取一定比例的傭金。一般代理有時(shí)也稱為傭金代理。Thegeneralagencyalsomeansthetradeactivitiesundersomedegreesofinstructionsfromhisprincipalstosell(ortobuy)goodsonthebesttermsobtainable.Commissionisallowedbasedonagreementorcontract.Thegeneralagentmayalsobeafirmoraperson.Chapter1

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SalesLettersChapter17AgencyLetters代理信函的分類

Agencylettersareusuallydividedintothefollowingfourtypes:(1)Lookingforanagent(尋找代理)

Theprincipalvolunteeredtowritetoseekforanagentbothathomeorabroad.(2)Applyingforanagent(申請(qǐng)代理)Thepartywhowantstobeanagentvolunteeredtowritetoseekforaprincipalbothathomeorabroad.Chapter1

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SalesLettersChapter17AgencyLetters代理信函的分類

Agencylettersareusuallydividedintothefollowingfourtypes:(3)Agreeingtotheagent(同意代理)

Theprincipalagreestotheapplicationforanagentorthepotentialagentagreestotheacceptancefortheagency.(4)Refusingtheagent(拒絕代理)Theprincipalorthepotentialagenthasrightstodeclinetheotherside’srequest.Butthelettershouldbepolitebutconvincing..Chapter1

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SalesLettersChapter17AgencyLettersTask1Task211TasksChapter1

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SalesLettersChapter17AgencyLettersTask1假設(shè)你是上海某一棉織品貿(mào)易有限公司的市場(chǎng)銷售部人員王小林，因?yàn)樾枰獢U(kuò)大海外市場(chǎng)，你公司正在尋找代理商。寫(xiě)作給Mr.Adams先生,說(shuō)明代理商的工作地點(diǎn)，即亞太區(qū)（AsiaPacific）,表明代理商要進(jìn)行產(chǎn)品營(yíng)銷，負(fù)責(zé)產(chǎn)品銷售的相關(guān)業(yè)務(wù)。信中還隨函了包括公司和產(chǎn)品的介紹在內(nèi)的相關(guān)資料。注意信中應(yīng)包含以下內(nèi)容：（1）信函開(kāi)頭交待一下對(duì)方有意成為代理商的信息來(lái)源。（2）表明是你方公司想尋找一個(gè)代理商（3）說(shuō)明工作地點(diǎn)--亞太區(qū)（AsiaPacific）（4）說(shuō)明工作職責(zé)，如負(fù)責(zé)市場(chǎng)營(yíng)銷和產(chǎn)品開(kāi)發(fā)等（5）期盼回復(fù)。Sample1DearMr.Adams,Yournamecametousfromamutualfriend,Mr.BiaoCocoyongfromKorea,whothinksyoumightbeinterestedinourlineofproducts,namelybedsheetsandpillowcases.AlthoughweexportlargequantitiesofproductstoEuropeandNorthAmerica,wehavenotyettoestablishsteadydistributionchannelsintheAsian-Pacificregion.Wearecurrentlyseekinganagenttorepresentusintheregion.Theagentwillbefullyresponsibleforproductmarketingandalltherelevantbusinessesinthetargetmarket.

Sample1Theattachedmaterials,includingtheintroductionofourcompanyandproductsareforyourreference.shouldyoufeelinclinedtodiscussopportunitiesforcooperationandmutualbenefits,feelfreetocontactmeat86-10-11335577.Sincerelyyours,WangxiaolingTel：886-10-11335577；Fax：86-10-11335578E-mail：wxl@126.comTask2假設(shè)你是巴基斯坦一家電視大賣場(chǎng)市場(chǎng)銷售部經(jīng)理LauraJack，你寫(xiě)信給H&K公司總經(jīng)理Mr.Simpson先生，表示你方愿意成為他們?cè)诎突固筎CL彩電的獨(dú)家代理。信中告之對(duì)方公司，在過(guò)去的五年中，你方一直在巴基斯坦國(guó)內(nèi)銷售TCL高清彩電，且市場(chǎng)銷售情況良好。還需要說(shuō)明，如果能成為獨(dú)家代理，未來(lái)三年的年?duì)I業(yè)額分別達(dá)到50,000,60,000和70，000臺(tái)電視，希望拿到所有營(yíng)業(yè)額15%的傭金。在履行代理商合同有效期內(nèi)，將不再代理其它任何同類產(chǎn)品。

注意信中應(yīng)包含以下內(nèi)容：（1）文章開(kāi)頭表明近五年一直在巴基斯坦市場(chǎng)銷售對(duì)方公司TCL高清彩電。（2）表明市場(chǎng)運(yùn)營(yíng)情況較好。（3）愿意成為在巴基斯坦市場(chǎng)TCL彩電的獨(dú)家代理。（4）保證未來(lái)三年年?duì)I業(yè)額逐年上升，顯示你方作為獨(dú)家代理的實(shí)力和資格。（5）希望拿到所有營(yíng)業(yè)額15%的傭金。（6）在代理合同有效期內(nèi)，不再代理其它任何同類產(chǎn)品。。Sample2DearMr.Simpson,

ForthepastfiveyearswehavebeensellingyourTCLHigh-DefinitionTelevisionSetstowholesalersandVIPdealersinallpartsofPakistan.Ourclientsareverymuchsatisfiedwithyourproductsbecausethestylesandcolorsareverymuchtothetasteofourmarket.Wehavebuiltupaconsiderablenumberofwell-establishedconnectionswithexcellentbusinessresults.

AfterwehavereallydonegoodsalesofTCLTelevisionSetsinPakistan,wewouldliketoexpressthedesiretobeyourexclusiveagentInthefollowingthreeyears,wewillachievetheannualturnoverof50,000,60,000and70,000piecesforthefirst,secondandthirdyearrespectively.Onallsales,weareentitledtoreceiveacommissionof15%.

Sample2respectively.Onallsales,weareentitledtoreceiveacommissionof15%.Duringthevalidityoftheagencyagreement,weshallnothandleanyotherproductsofthesamelineandcompetitivetypes.

IfyouagreetograntusthesoleagencywewilldevotefullattentiontothedevelopmentofyourproductsonthePakistanmarketandwillgointothematterfurther.

Welookforwardtoreceivingyourfavorablereply.

Yoursfaithfully

LauraJackAddress：7thAvenue,NewYork,USATel：78-36-45732

Fax：78-36-45731E-mail:Bigmall@hotmail.comLetter1Letter2Letter3Letter418MorelettersforreferenceChapter1

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SalesLettersChapter17AgencyLettersWehavenotyetestablishedsteadydistributionchannelsin….

我們還沒(méi)有在…建立穩(wěn)定的銷售渠道。Wearecurrentlyseekinganagenttorepresentusintheregion.

目前正在本地區(qū)尋找能代表我方的代理商。Wearepleasedtointroduceournewproductandfeelsureyouwillfinditveryinteresting.

由非常高興介紹我方新產(chǎn)品，相信貴方一定會(huì)認(rèn)為它很有趣。weareactivelysearchingforanagenttohelpusmarketournew-developedproducts.

我們正在積極尋找代理商以幫助我們打開(kāi)新研發(fā)產(chǎn)品的市場(chǎng)。

5.1LookingforagencyWewritetoofferourservicesasyouragentsinItaly.

我們寫(xiě)信是想提供服務(wù)，成為你方在意大利的代理商。If,however,youarealreadysatisfactorilyrepresentedhere,pleaseignorethisletter.

如果你方在本地區(qū)已有滿意的代理商，請(qǐng)忽略此信。Weasktobethesoleagentforyourproductinthenewmarket.

我們申請(qǐng)成為你方產(chǎn)品打開(kāi)新市場(chǎng)的獨(dú)家代理。We’verepresentedsomemanufacturersinAmericaandhopeyouwillallowustoofferyousimilarservices.

我們已為美國(guó)幾家制造商成功代理，相信你方會(huì)同意我們?yōu)槟闾峁┩瑯拥姆?wù)。

5.2 Applyingforagency

LOREMIPSUMDOLORTherearesignsofapromisingmarketforourproducts.

有跡象表明，我們的產(chǎn)品有很大的潛在市場(chǎng)前景。Itwouldbenecessaryforyoutotestthemarketforourproductsatyourend.

在你方地區(qū)測(cè)試產(chǎn)品在市場(chǎng)的反映，是很有必要的。Weensurethatwewon’thandlecompetingproductsofothermanufacturers.

我們保證不經(jīng)營(yíng)其他生產(chǎn)商具有競(jìng)爭(zhēng)性的商品。Onallsales,weareentitledtoreceiveacommissionof15%.

我們有權(quán)提取所有銷售15%的傭金。

5.3 GivingreasonsforaskingforagencyLOREMIPSUMDOLORThankyouforyourletterof23Aprilproposingasoleagencyforourofficemachines.

感謝你4月23日的來(lái)信，信中提出想成為我方辦公機(jī)械設(shè)施的獨(dú)家代理。WehavemadeacarefulconsiderationandapprovedyourproposalofbeingthesaleagencyforourproductsinRussia.

我方經(jīng)過(guò)認(rèn)真的考慮，同意你方想成為我們?cè)诙砹_斯銷售產(chǎn)品的獨(dú)家代理的建議。

5.4

RespondingtoapplicationforagencyLOREMIPSUMDOLORIampleasedtoinformthatyouhavebeenselectedfromamongadozencandidatestoactasoursoleagentinChina.

我很高興地通知，你方在較多候選人中被選中成為我方在中國(guó)市場(chǎng)的獨(dú)家代理。Iregrettosaythat,atthisstage,beingourexclusiveagentwouldberatherpremature

非常遺憾，當(dāng)下想成為我方獨(dú)家代理的時(shí)機(jī)還不成熟。

5.4

Respondingtoapplicationforagency代理信函寫(xiě)作建議（Suggestionsforwriting）代理常識(shí)性知識(shí)(Knowledgeaboutagency)25TipsforCross-borderE-commerceChapter1

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SalesLettersChapter17AgencyLetters

1、

Writingsuggestions（寫(xiě)作建議）:（1）Aletterforapplyingforagency有關(guān)申請(qǐng)代理的信函Introduceyourselforyourcompanybriefly.It’simportanttofocusonyourexperienceorabilityinpromotingproducts,especiallysimilarones.Someachievementsmaybementionedslightly.Identifyyourpurposedirectly.It’snecessarytostateclearlyyourdesireasanagenttorepresentproductsoftheprincipalinyourlocalityorcountry.

代理信函寫(xiě)作建議

Givereasonsforyourinterestinagency.Givingreasonswhyyouareinterestedinagencyandmakingthecounterpartbelievewhatcompetenceyouhavearetwocriticalsteps.ItisconnectedwithafavorablereplycloselyShowyourconfidence.Inwriting,youshouldbefirmandconfidentandthetoneshouldbeoptimisticandactive.

銷售信函的基本元素

代理信函寫(xiě)作建議

1、Writingsuggestions（寫(xiě)作建議）:（2）Aletterforreplyingtoapplicationforagency

有關(guān)回復(fù)申請(qǐng)的信函

Acknowledgethereceiptoftheapplicationandexpressyourappreciation.Giveresponsetotheapplicationandstatedefinitelyyourdecisionofacceptanceordeclination.

銷售信函的基本元素

代理信函寫(xiě)作建議

Provideexplanationsforacceptanceordeclination.Ifthereplyisnegative,explainthereasonclearly.Ifthereplyispositive,makesomerequestsorarrangements.

Showexpectationforthemutualcooperation.Indeclination,agoodwishforfuturecollaborationbeexpressedpolitely.

銷售信函的基本元素

代理信函寫(xiě)作建議

2、Knowledgeaboutagency（常識(shí)性知識(shí)）：（1）ImportanceofAgencyAgencyisindispensabletointernationalbusinessbecauseinternatio