毕业论文
英语商务信函中的礼貌原则
Politeness Principle and Its Presentation
in Business Letters
Contents Abstract (i)
摘要 (ii)
ⅠIntroduction (1)
1.1 The Importance and Function of Business Letters (1)
1.2 Principles of Business Letters (2)
ⅡPoliteness Principle (3)
2.1 Why to Study Politeness Strategies in English & Chinese (4)
2.2 Politeness: Chinese & Western Models (5)
2.3 Politeness Principles and Business Letters (6)
ⅢRepresentation of Politeness in Business Letters (7)
3.1 Politeness? Positive Representation in Business Letters (7)
3.1.1 Approbation (7)
3.1.2 Sympathy (8)
3.1.3 Agreement (8)
3.1.4 Intimacy (9)
3.2Politeness? Negative Representation in Business Letters (9)
3.2.1 Euphemism (10)
3.2.2 Respect (10)
3.2.3 Apology (11)
ⅣHow to Apply Politeness Strategies in Business Letters (12)
ⅤConclusion (20)
References (21)
Abstract
Through a comprehensive and systematic analysis and comparison of English business letters, this paper argues that the Principle of Politeness in English business letters should be upheld. Also presented in this paper are several aspects of politeness in English business letters. With the development of economy, business letters have become an important way to communicate. By sending business letters to each other, we can exchange information, contact business, negotiate and solve the problems existing in trading, and also promote friendship. Because of its characteristics and functions in business letters, politeness should be paid more attention to. Business English letters are the major means of written communication between two parties in the international trade. How to write business letters idiomatically is very important to business of the enterprise. A courtesy and decent business letter can help to build a favorable business image for the company and do business. However, a letter without courtesy can not only lead to the failure of the business but also destroy the image which the companies have built up. Therefore, the courtesy of business letters is very important.
Key words: Business Letters, Politeness Principle, Representation
摘要
本文通过系统分析和大量实例的比较，论述商务英语信函应坚持的礼貌原则，归纳出当代商务信函中的礼貌表现。随着社会经济的迅猛发展，商务信函逐渐成为人们在经济领域内的一种重要的交际手段，通过它人们可以交流信息、联系业务、商谈贸易、磋商、处理问题、传递友谊等。商业信函的特点和功能决定了商业信函中必须注重礼貌策略的表现。商务英语信函是国际贸易双方进行书面商务信息沟通的重要手段,其撰写的成功与否对企业的业务有着极其重要的影响。一封礼貌有加、措辞得体的商务信函可以帮助一个公司建构起良好的商业形象,进而做成一笔好生意；反之，一封礼貌欠佳、用语不当的信函则会给一个公司带来负面的评价，使之弄砸了生意不说，还有可能毁了公司苦心经营的形象。可见，礼貌在商务信函中的作用不容忽视。
关键词: 商务信函, 礼貌原则, 表现
ⅠIntroduction
Business correspondence is a basic activity involved in trade, and remains a very important form of communication even nowadays. They deliver their companies? images to the public. Business letters are often arrangements or regarded as evidence of a contract. They are written for information exchanging and bridge over the desires between buyers and sellers. The most effective letter should be easy to read and easy to understand. It must be friendly and courteous. We should bear in mind the point that business letters play an important role in the development of goodwill and friendly trade relationships.
1.1 The Importance and Function of Business Letters
Business refers to the buying and selling of both goods and services, including all those activities involved in providing the goods and services needed or desired by people. International business communication is a process by which an oral or written message is exchanged between individuals or organizations of different cultures through a common system of symbols, signs, or behavior, with a view to producing actual effects in business.
Effective business communication is the lifeblood of every business organization. Any business organization cannot function without business communication, since a business organization is a group of people organized for business, whose activities require those involved to interact and react to exchange information, ideas, plans, and proposals; to co-ordinate and to make decisions. The behavior of the members of an organization can have a far-reaching effect on the reputation and ultimate success of the company. Therefore, communicating effectively can contribute in a variety of ways to the development of the business organization because successful messages can eliminate unnecessary-disputes, save time and expense, create favorable impression, enhance goodwill, and help to increase the company?s profit. However, all those require one to be quite familiar with the recipient?s culture to behave properly while doing business. Otherwise one would be considered impolite or rude, leading to unexpected failure in the process of doing business. Therefore, it is important not only for the Chinese to know about the foreign cultures, for example, the English-speaking countries, but also for those foreigners to know about China?s.
In a word, the impression created by a politely written business letter can be a crucial
factor in successful communicating with our business counterparts. It is concerned with the successful transfer of an idea from one to another, which is a vital factor in making our business communication run smoothly and effectively. Business communication may take many forms, such as letters, reports, telegrams, cables, telexes, resumes and printed forms that are used for special goals. Here, we will concentrate on the letters, because the purpose of the study is to facilitate international business communication. Moreover, letter is the main form used to exchange information between business organizations. Therefore, choosing letter can make the results of the study more representative and more helpful. In addition, it will be easy to collect data for the study.
1.2 Principles of Business Letters
Consideration
Try to put yourself in his or her place to give consideration to his or her wishes, demands, interests and difficulties. Find the best way to express your better understanding and present the message. That enables a request to be refused without killing all hope of business or allows a refusal to do favor to be made without harming friendship.
Correctness
Correctness means not only proper expressions with correct grammar, punctuation and spelling, but also appropriate tone which is a help to achieve the purpose. It is likely to convey the real message in a way that will not cause offence even if it is a complaint or an answer to such a letter. Business letters must be factual information accurate figures and exact terms in particular, for they involve the right, the duties and the interest of both sides often as the base of all kinds of documents. Therefore we should not understate nor overstate as understatement might lead to less confidence and hold up the trade development. While over statement throws you into an awkward position.
Completeness
As you work hard for completeness, keep the following guidelines in mind: Why do you write the letter, what are the facts supporting the reasons, whether you have answered all the questions asked or not and what the reader is expected to do.
Concreteness
What the letter comes to should be specific, definite rather than vague, abstract and general. Take, for example, some qualities or characters of goods that should be shown with exact figures and avoid words like short, long or good. Give specific time (with date, month, year and even offer hour, minute if necessary).
But avoid expressions such as yesterday, next month, immediately and etc.
Conciseness
Conciseness means complete message but briefest expression with no sacrificing clarity or courtesy. A good business letter should be precise and to the point. Single words are more efficient than phrases. Wordy languages and redundancy require more time and money to type and to read. They are not what modern business people want.
Clarity
Keep constantly in mind what you want to say in your letter. It is welcomed if you express yourself clearly and directly in the simplest language. Plain, simple words are more easily understood. A properly paragraphed message is required for the purpose of clarity. For instance, we use semimonthly instead of bimonthly for two times a month., because bimonthly may mean both two times a month and once every two month.
Courtesy
Courtesy means to show tactfully in your letters the honest friendship, thoughtful appreciation, sincere politeness, considerate understanding and heartfelt respect. Answer letters in good time and write to explain why if you fail to do it promptly. Even if you don?t think the recipient is right, you should still respond tactfully and politely. Sometimes it is a help to use you-attitude instead of I-attitude.
ⅡPoliteness Principle
As we all know, politeness phenomena pervade in all human societies, and all human interactions. Since different societies enjoy different cultures, and different cultures have different norms, values, points of view, habits, conventions, customs, etc., differences in their criteria for judgments and their linguistic means in realizing politeness may inevitably exist.
A good knowledge of those differences and behaving politely will do much help in accomplishing the communicating business goals between nations.
2.1 Why to Study Politeness Strategies in English & Chinese
One of our socialization goals is to learn how to behave politely, linguistically or otherwise. Therefore, politeness and politeness strategies may have a direct influence on one?s choice of verbal forms and sentence patterns in achieving his/her end. Moreover, politeness can be taken as a social phenomenon, a social constraint, the study of which can inevitably reveal the cultural characteristics of a certain language. The ability to overcome obstacles in communicative interactions is termed as politeness strategic competence, the requirement of which is enhanced with China?s entering WTO, as business interaction between China and other countries is becoming more frequent than ever before. People, who meet together for the purpose such as business, cultural exchanges, traveling, may come from different countries, and their knowledge of cultures, social norms, values, customs, and habits and so on are certainly different. Following a certain culture?s social norms, values, customs, habits, etc. during the process of communication may be polite, while any violation of those will be considered rude. Therefore, gaining a fund of knowledge about the target culture is of crucial importance to successful international business communication.However, a contrastive study of the politeness and politeness strategies between English and Chinese in the professional settings seems to be fewer, while contrastive study is an effective way to improve our communicative competence and enhance our awareness of cultural differences. My interests arose from here to study the politeness strategies that may contribute a lot to effective international communication, to facilitate communication between China and English-speaking countries. A survey of the books on business correspondences revealed a lack of attention to those crucial matters of style and content rather than only the form, simply combining several volumes of “model letters” from which a user may choose. Yet no matter how many model letters or phrases those books contain, it is unlikely to be a satisfactory substitute for an effective personal writing style. In addition, it will probably not meet the complex communicative needs of people in today?s business world. The few available guidelines for writing effective letters on one?s own tend to be too vague to be of much
practical value. A good business letter is one that obtains the results the writer hoped for.
The idea emerges that it may be helpful to explore the differences and similarities between the use of politeness and politeness strategies in business letters in Chinese and English cultures, and make known to those in need of the results to conduct their business interaction — to facilitate international business communication.
It is based on this background that the following study is conducted to examine if there is significant difference between the mean frequencies of the Chinese/English politeness maxims/strategies in business negotiation letters in the conflict stage, with the hope to discover insights for those who want or need to use business letters to communicate and to provide some insights to verify Brown & Levinson?s and Gu Yueguo?s politeness models.
2.2 Politeness: Chinese & Western Models
Brown & Levinson assert that face refers to …public self-image?and consists of both positive and negative face. To maintain others? face is to recognize and respect the referred members of society with each other in the interaction. They claim that most of the things that we do with words are potentially face threatening, including ordering, advising, offering, promising, criticizing, contradicting, etc. As to written language, such as business letters, FTAs may include stating a claim, deny or supersede the claims of others?, naming something, speculating or asserting one?s priority, etc.(Cai Xian?e 2002:9). Brown & Levinson further suggest five strategies to minimize or eliminate such threats: 1) positive politeness strategy, 2) negative politeness strategy. 3) bold on-record strategy. 4) off-record strategy and 5) not to do the FTAs.
At home, serious study of politeness within the linguistic circles did not begin until the early 80s. In 1990, Prof Gu Yueguo traced the origin of the notion of politeness as “a public image” in the Chinese culture in his article titled Politeness phenomena in modern Chinese. He has also formulated, which he thinks are more suitable to the Chinese cultural environment a set of politeness maxims; I) The maxim of self-denigration and other-elevation, 2) The maxim of using address terms. 3) The maxim of refinement. 4) The maxim of agreement 5) The maxim of virtue, words and deeds. (Cai Xian?e 2002:10)
To discuss the politeness strategies, one should first make clear what constitutes “face”
and “FTAs”in the two cultures, for they play a crucial part in strategic choice of certain verbal forms in communication.
“Gu Yueguo says that …face is the essential element of politeness, to be polite is to be face-caring: face and politeness hold a means-to-end relation between them?” (Cai Xian?e 2002:10). According to Brown & Levinson, such behaviors as offer promise, compliment, apology, gratefulness are all FTAs — impolite acts. Let?s read the following examples;
Example 1:
Excuse
Forgive me.
Pardon
Example 2: Accept my thanks.
According to Brown & Levinson, example 1 and example 2 should be considered as FTAs or impolite acts. But the Chinese equivalents “对不起”“请原谅”“请包涵”“请接受我的谢意”, are intrinsically polite acts in the Chinese culture. So there are great cultural differences in the interpretation of FTAs and politeness between Chinese and English.
2.3 Politeness Principles and Business Letters
The function and purpose of language is to communicate, verbal or non-verbal, written or oral. In the context of business letter communication, if the communication tool —language is properly used, it will be have great help in achieving our goals. Otherwise, unfavorable results will be brought to our business communication. To make our business communication effective and bring reciprocal results, we should be careful, correct, polite, appropriate and tactful in using the language. Such effectiveness can probably be gained if we can pragmatically use our language and observing the communicative principles, which requires us first of all make clear how to be pragmatically right.
Politeness principle contributes a lot to our business communication. It is to minimize the expression of impolite beliefs and maximize the expressions of polite beliefs. As we know that politeness exists in all languages and is viewed as one of the major social constraints on
human interaction that regulates participants? communicating behavior by constantly reminds them to take into consideration the feeling of others?. It?s necessary to consider their feelings so as to establish levels of mutual comfort and promote rapport, which in turn accelerate and facilitate human communication. Since politeness is cultural-specific, different cultures have different politeness principles and models. In English, Brown & Levinson bring forth five politeness strategies; while Gu Yueguo proposes five maxims and maintains that the Chinese hold dear to such values as respectfulness, modesty, attitudinal warmth and refinement. In this dissertation we are going to analyze how those business letters written under the stated politeness principles achieve die communicating goals by skillful employment of those politeness strategies and maxims.
ⅢRepresentation of Politeness in Business Letters
3.1 Politeness’ Positive Representation in Business Letters
Generally speaking, politeness strategies totally include Approbation, Sympathy, Agreement, and Intimacy in business correspondence.
3.1.1 Approbation
In Brown and Levinson?s viewpoint in the business correspondence, Approbation is such a strategy that it helps meet audience?s requirement. It is communication activator. It helps satisfy the audience?s amour-propre by using compliment and fair words so that the audience?s attention and interesting is aroused. Using appropriate words can bring happiness and satisfactions in life in different occasion, and make the friendship better. In business correspondence, it is necessary to praise the addressee usually, but not over praising. Even if the addressee?s reputation, products, and technology is worthy of being praised, we also need to keep the praising words in control, and avoid the over magnified words. “Too much water drowned the miller.”So while writing business letters, the writer must obey Politeness Principle and try to apply the Approbation as much as possible, besides, the writer also need to praise the addressee by appropriate words.
The following sentence is a classical example:
We find both quality and prices are satisfactory and are pleased to place an order with you for the following: … (Wu Qin yan,2002:1)
This praising sentence makes the addressee feel comfortable, without magnified.
3.1.2 Sympathy
Chinese think that both of sentiment and sympathies are very important, people often think of the others and comprehend them, especially when someone is unhappy or suffered from disaster. And Chinese will express sympathies and send regards to those people who are unhappy or suffered from disaster. This is named Sympathy.
An old says “A friend in need is a friend indeed.”It is also fit for being along with business friends. When friends are unhappy or suffered from adversity, it will make the friends feel touching if writers express sympathies and send regards to the friends, in spite of helping friends or not. And this kind of behavior shows that the writer is very kind and polite. For example,
We acknowledge receipt of your letter dated the 3rd this month enclosing the reprography of the insurance policy,we are regret for your loss.
This is a letter about a company talking on delivery time with the other company, which is suffering losing. In the letter, the writer expresses sympathies and regards to the addressee. This makes the addressee think that “A friend in need is a friend indeed.” and it is worth of doing business with the writer.
3.1.3 Agreement
In business correspondence, Face Threatening Acts is represented when the writer can not agree with the addressee?s viewpoint or the addressee?s request is unwilling to be satisfied. In order to save the addressee?s face and reputation and avoid deny the addressee?s viewpoint straightly, the writer need to avoid expressing the disagreement directly. For example,
We sincerely recommend you to accept our proposal as our stocks are getting lower and lower day and day, and we are afraid we shall be unable to meet your requirements if you fail to let us have your confirmation by return.
In the example, it will act against the politeness strategies if the writer changed the word “recommend” into “advice”. The word “advice” can be understood as commanding. It seems as the addressee has to accept the advice, otherwise, the addressee will suffer losses. Actually, whether the addressee accepts suggest or not, it?s up to the addressee. The writer has no right to force the addressee to accept it.
In a word, when both parties? standpoints can?t unify, the writer should comprehend first and respect the standpoint of the addressee. But the writer can argue on the basis of reason in the ordinary time, explain the writer?s viewpoint if the addressee?s suggestion is unreasonable or the addressee criticizing the writer is unfair, pay attention to the politeness, and avoid using the language offending nature.
3.1.4 Intimacy
In business correspondence, if the writer and addressee?s friendship is very well, the writer can show the friendship to the addressee by calling the addressee geniality by using words like “us”, “we”, “our”, etc, or taking certain suggestion into consideration on the addressee?s position. This is called Intimacy. For example,
In view of our longstanding business relationship that we make you such an offer. (Huang Dongmei,2003:24)
In the example, using the word “our” skillfully shows that the writer takes addressee as partner. Using this kind of amiable words helps writer save the addressees? face, and make the purpose of mutual benefit come true.
3.2 Politeness’ Negative Representation in Business Letters
In Brown and Levinson?s, negative face is stated as someone hope not to force upon the
other people, and to be out of the other people?s interference, or baffling. Negative face of politeness strategies is that the writer wants to do something to satisfy the addressee?s Negative face wants. For instance, as soon as the request, command and advice referred to, the addressee?s private space will be intervened. In order to save the addressee?s face and reputation, the writer need to use the politeness strategies.
In business correspondence writing, politeness? negative representation totally includes Euphemism, Respects, and Apology.
3.2.1 Euphemism
Euphemism is the way to cut down face threatening acts, even avoid it. When referring proposal, requirement and criticizing, the writer will use certain expression to cut down the particle or relax so that the addressee can accept and avoid face threatens. For example,
Excuse me, I was wondering if you could possibly send us your latest sample machine?
In the indirect requirement, pragmatics, which needs to be put into the leading post and maintained, has difference in different culture. For instance, Individualism Orientation makes people take Face Threatening Acts into consideration first in English and America. In Chinese culture, “face”is very important. Chinese is particular about “shang Lian”, and abstain from”Diu Mian Zi”. Chinese values makes the Chinese take the both parties?“Lian”and “Mian Zi” into consideration and make the double win in communication.
3.2.2 Respect
Respect is stated to feel or show honor or esteem for; hold in high regard; to consider or treat with deference or dutiful regard.（Agnes, M. 2001:1221）
In the politeness principle, Respect is that the writer utilizes the humble words to reduce itself or raises the addressee to reveal that the both parties? statuses are difference. It means that the writer do respects to the addressee. The writer maintains and saves the addressee?s negative face and reputation by using words to promote addressee?s status, and lower an own status in order that the writer avoids the latent conflicts and achieves the goals of
communicating with the addressee successfully.
“You-attitude”unassertively, is embodying on attitude. And try to use “you”, “I”as much as possible. Not only should the writer stand on the own position in writing business letters, but also the writer should always stand on the addressee?s position to calculate everything. If the writer tries to use the “y ou”“y our”“y our business”, “y our needs” instead of “I”, “w e”, “m y” as much as possible, It will make the addressee think that the writer does respects to the addressee, takes the addressee?s profit into consideration and stands on the addressee?s position to calculate everything at times, especially in the beginning of the letters. However, using “w e” or “I” in the beginning of the sentences doesn?t suggest that the writer use “y ou” instead of “we”“I” all the time. When both of the parties? viewpoints can not meet together, or it?s addressee fault, it is reasonable to use the first consultation instead of the second consultation. The sentence begins with “y ou” is a mean to make the addressee think that the writer does respects to the addressee. If the writer uses the sentences begins with the second consultation like “y ou”in complaining letters, the only result is that it makes the addressee feel sick, even against with the writer. For example,
A Your error caused the damage of the goods and you will be responsible for what have happened…
B We are regretted to find that the goods has been damaged and we would like to have our representative to look into it.
The tune of sentence A is so strong that the addressee couldn?t accept. Sentence B which is modified according to the sentence A avoids referring addressee?s DAMAGE, saves the addressee?s face and reputation and avoids the latent conflicts with the addressee.
3.2.3 Apology
Apology is a statement saying that an apologizer is sorry for doing something wrong or cause trouble. (Chen Meiwei, 2002:44)
Generally, it includes direct apology and indirect apology.
In order to save the addressee?s face and reputation, and compensate for the addressee?s
loss and make the addressee forgive the writer, writer can apologize for the mistake or offense and promise to reasonability for it. Usually, a business letter which uses this kind of apologizing is the letter on complaining. For example,
We are sorry for the trouble caused you by the error and wish to assure you that care will be taken in the execution of your further orders.
In the example, in order to maintain the business and the relationship with the addressee, the writer apologizes for “the trouble caused you by the error” directly, and then saves the writer?s face by using “wish to assure you that care will be taken in the execution of your further orders”. Applying the direct apology helps the writer change the negative situation into positive situation.
Indirect apologizing means to show that the writer apologizes for the mistake. But the purpose of this kind of the apologizing is that help the writer try to cut down its responsibility for a mistake or an offense, or give reasons to prove that it is not on purpose. The difference from the direct apologizing is that not only does this help the writer save the addressee?s face, but also it helps the writer maintain itself face simultaneously. For example,
We regret to advise that we are unable to make an offer for the time being owing to heavy demands. A cable to this effect has been sent today to you. However, we shall not fail to inform you whenever a fresh supply becomes available. (Gan Changyin,1999:3) (The analysis of this sentence seen Example 11 in part Ⅳ)
No matter in which way, it is to go against commercial regulation due to certain linguistic behavior. No matter who it is actual or potential, this is a way to be chosen when addressee?s right is threatened.
ⅣHow to Apply Politeness Strategies in Business Letters Human being has its own sensibility. It needs to show the sensibility in business letters writing. However, a wrong concept strongly stays in many people?s mind. They think that
people should use a kind of special “business chamber” while writing business letters. But it makes the wonderful letter full of keenness and friendship become a dull one. Actually, communicating by letters means communication between the writer and addressee, the difference is that it?s not face to face, but by letters. So it?s supposed to use simpler and easier understanding sentences so that addressees can catch the writers. And this helps the both sides be along with each other easily, just like talking with each other face to face.
Example 1:
A. Your letter has been received.
B. I have received your letter.
C. Your complaint is being looked into.
D. We are looking into your complaint.
In the four sentences above, the sentence A and the sentence C are kinder than the others. Because sentence A shows that the writer shows RESPECT to the addressee, especially the word “Your letter”. This “You-attitude”unassertively, is embodied on attitude. So does sentence C.
Example 2:
Dear Sir,
We have received your letter of 15th July, informing us that the sewing machines we shipped to you arrived damaged on account of imperfectness of our packing.
Upon receipt of your letter, we have given this matter our immediate attention. We have studied your surveyor’s report very carefully.
We are convinced that the present damage was due to extraordinary circumstances under which they were transported to you. We are therefore not responsible for the damage; but as we do not think that it would be fair to have you bear the loss alone, we suggest that the loss be divided between both of us, to which we hope you will agree.
Sincerely yours,
Mortimer Adler
(Zheng Ling, 2001)
This is a letter (example 2) in reply to how to deal with the damage of cargo. Goods damaged means the addressee would suffer from loss. So the writer should deal with it carefully. In order to indicate that the writer takes the damage into consideration, the writer refers to the addressee?s viewpoint and agrees to it at the beginning of the letter. Then the writer expresses that the writer pays attention on it rapidly and takes action on researching in time. This action helps the both parties avoid face threatening acts. At last, the writer stated that it was the writer?s fault according to the research. And the writer indicated that the writer was willing to stay with the addressee to share the loss. “but as we do not think that it would be fair to have you bear the loss alone , we suggest that the loss be divided between both of us , to which we hope you will agree.” The writer made the friendship between both of sides better by using SYMPATHY. The behavior that the writer expressed the sympathy and was willing to share the loss with the addressee helped the both of sides avoid face threatening acts and made the addressee think that the writer was the one worth for co-operation.
Example 3:
Dear Sirs,
Thank you for letting us know about your concern that our quotation for the 1 000 Folded Chairs you enquired about last week is higher than the average market level.
As we understand your letter you feel you could have gotten essentially the same quality chairs as you purchased from us last year for about the same price as our last year’s. As a result, you would like either to ask for the same price as last year’s or receive a 5 % discount. With the present market trend, we have to say that our price is really the best we can quote, notwithstanding we would do everything possible to make you satisfied with your purchase. I hope this explanation answers your question concerning our price structure, and look forward to your order.
Yours faithfully,
Wilson
( Liang Zhijian,2007)
The writer?s purpose in example 3 is that the writer wants to refuse the addressee?s requirement of cutting down the price. But the writer begins with a thanks tune and refers to the addressee?s requirement in the letter. The writer euphemizes to point out the reason why the writer refuses cutting down the price. The writer uses the sentence “As we understand your letter you feel you could have gotten essentially…, As a result , you would like……”instead of “You can not buy them at the same price as last year’s …” to avoid pointing out the addressee?s fault directly and save the addressee?s face and reputation. In this, the writer applies the EUPHEMISM and RESPECT in the letter to refuse the addressee?s requirement. And then the writer explains that the price is the best price, and hopes the addressee accept it.
Example 4:
We appreciate the good quality of your shoes, but unfortunately your prices appear to be on the high side even for shoes of this quality. We regret that at these prices we cannot place an order.... May we suggest that you make some allowance on your quoted prices so as to introduce your goods to our customers?
This is a letter replied to the addressee?s quotation. The writer thinks that the quoted price is higher. So firstly he agrees with the addressee, saying that the quality of the shoes is very good, and then brings out his viewpoint. This sentence takes both sides? viewpoints into consideration by AGREEMENT.
Example5:
You obviously ignored the fact that our sales are improving. (Li Hong,2005:31)
This example 5 relates to RESPECT. The purpose of the writer is that the writer just wants the addressee to know the improving of the writer?s sales. However, this sentence makes the addressee confuse and misunderstand the writer. It?s impolite to use the words “obviously ignored”, and make the addressee think that the writer always stands on the own position and just takes itself into consideration. This kind of sentences often makes person feel sick. In order to save the addressee?s face and freedom human rights, the writer should change the tune and use some proper words in the sentence. So the example 5 should be
changed into the following,
You may be pleased to know that our sales are improving.
Example 6:
This shipment will not arrive in Boston until the end of August. (Li Hong,2005:34)
Respecting and saving the addressee?s face and reputation is embodied on positive attitude. Specifically, put the positive attitude to the leading post.The example sentence emphasizes the fact that the shipment would not arrive early. However, the writer expressed that the shipment would not arrive until the end of August. Especially the negative attitude is embodied on words “until”. It makes the addressee feels that the writer unconcern about the shipment. If the writer deals with the shipment by positive attitude, the result would be better. So the example 6 should be changed into the following,
The shipment will arrive in Boston at the end of August.
Example 7:
Since you did not indicate the correct stock number, we cannot fill your order.(Qi Yunfang, 2003:125)
This example 7 is also the bad one. Not only does the sentence show that the writer and the addressee could do nothing on shipment, but also the sentence is an impolite one with the critical tune. So it should be changed into the following one:
We will ship your order as soon as we know the correct stock number.
Example 8:
We’d like to cooperate with you because of your high ability. We heard that the business transacted through you last year amounts to more than $...(Jian Fen et al,2005)
Generally speaking, many persons would like to be praised of. The approbation words help both of parties meet the viewpoints together easily. What?s more, the approbation words help the writers move on co-operating with the addressees. In the example 8, the writer
外贸英语函电的写作格式常用范文 外贸函电涉及到的知识很广泛，那么外贸函电的英语写作格式需要注意哪些问题呢，接下来为大家整理了外贸英语函电的写作格式，希望对你有帮助哦! 1.请求建立商业关系 Rogers Chemical Supply Co. 10E.22Street Omaha8,Neb Gentlemen: We have obtained your name and address from Aristo Shoes, Milan , and we are writing to enquire whether you would be willing to establish business relations with us. We have been importers of shoes for many years. At present, We are interested in extending our, range and would appreciate your catalogues and quotations.If your prices are competitive we would expect to transact a significant volume of business. We look forward to your early reply. Very truly yours 自米兰职权里斯托鞋类公司取得贵公司和地址，特此修函，祈能发展关系。多年来，本公司经营鞋类进口生意，现欲扩展业务范围。盼能惠赐商品目录和报价表。如价格公道，本公司必大额订购。烦请早日赐复。此致 2.回复对方建立商业关系的请求 Thank your for your letter of the 16th of this month. We
本科生毕业设计（论文）封面 （ 2017 届） 论文（设计）题目 作者 学院、专业 班级 指导教师（职称） 论文字数 论文完成时间 大学教务处制
英语原创毕业论文参考选题 一、论文说明 本写作团队致力于英语毕业论文写作与辅导服务，精通前沿理论研究、仿真编程、数据图表制作，专业英语本科论文3000起，具体可以找扣扣805990 0749，下列所写题目均可写作。部分题目已经写好原创。 二、原创论文参考题目 1、(英语毕业论文)浅析《恋爱中的女人》中劳伦斯的爱情观 2、(英语毕业论文)从礼貌原则分析发盘的语言技巧 3、(英语毕业论文)浅析《愤怒的葡萄》中主要人物的性格特征（开题报告+论文+文献综述） 4、(英语毕业论文)A Study of Narrative Strategies in Beloved 5、(英语毕业论文)《月亮与六便士》中查尔斯?思特里克兰德的追寻自我 6、(英语毕业论文)从奥运菜单看中式菜肴英译名规范化程度（开题报告+论文） 7、(英语毕业论文)中西饮食文化中的差异（开题报告+论文） 8、(英语毕业论文)从幽默取材看中英传统价值差异(开题报告+论文) 9、(英语毕业论文)美国情景喜剧《老友记》中幽默的翻译研究（开题报告+论文） 10、(英语毕业论文)加工层次理论指导下的商务英语词汇学习 11、(英语毕业论文)Yellow Peril–the Image of Fu Manchu in the West 12、(英语毕业论文)《月亮与六便士》中查尔斯?思特里克兰德的追寻自我 13、(英语毕业论文)互文性理论指导下的公示语汉英翻译 14、(英语毕业论文)文化负迁移对翻译的影响（开题报告+论文） 15、(英语毕业论文)奇幻作品中所反映的欧洲民族神话—以《指环王》为例（开题报告+论文+文献综述） 16、(英语毕业论文)商务谈判中的模糊语的使用 17、(英语毕业论文)论艾略特《荒原》中的宗教信仰与价值观(开题报告+论文+文献综述) 18、(英语毕业论文)分析《贵妇画像》中伊莎贝尔的个性特点（开题报告+论文+文献综述） 19、(英语毕业论文)从高校课桌文化透视当代大学生的内心压力（开题报告+论文+文献综述） 20、(英语毕业论文)公示语的功能、语言特点及翻译 21、(英语毕业论文)《呼啸山庄》中的爱与复仇(开题报告+论文) 22、(英语毕业论文)从关联理论解读《家庭战争》的幽默（开题报告+论文+文献综述+外文翻译） 23、(英语毕业论文)中西方家庭教育对比研究——从《傅雷家书》和《致儿家书》的对比(开题报告+论文) 24、(英语毕业论文)从《阿甘正传》看个人主义对美国文化的影响 25、(英语毕业论文)从归化和异化的角度对《小妇人》的两个中文译本的比较研究（开题报告+论文+文献综述） 26、(英语毕业论文)语言经济学视角下的商务英语信函写作（开题报告+论文+文献综述）
外国语言学及应用语言学硕士论文：商务英语信函的词汇特点研究 【中文摘要】随着中国对外贸易和相关经济活动的不断发展,商务沟通已经充分显现出重要性,吸引了人们越来越多的注意。商务沟通的最有效的工具之一就是商务信函,其使用已经遍及商务活动的各个领域。本文即是对商务英语信函的词汇特点的研究。本文通过定性分析和定量分析相结合的分析方法,探索了商务信函的具体的词汇特点,并且分析了这些特点产生的环境及原因。作者收集了84封真实的商务信函,以Grice的合作原则,Leech的礼貌原则,商务信函写作7C 原则为理论基础,对这些信函进行了词汇特点方面的分析。研究问题是：1)商务英语信函具有什么特点；2)商务英语信函为什么具有这些特点。研究结果表明在现实的商务英语信函沟通中,词汇的选择和应用多呈现如下7种特点：1)简单词汇的选择；2)具体词汇多于笼统词汇；3)褒义词多于贬义词；4)缩写词的选择；5)确切词汇多于模糊词汇；6)礼貌、客气的词汇多于不礼貌的词汇；7)商业术语的选择。产生的原因多取决于商务活动的和商业伙伴的合作关系。商务活动的双方均为达至双赢的进行合作。这是本文所分析的词汇特点产生的主要原因。作者希望此研究能够从理论和实践两方面对商务信函的词汇特点研究作出贡献,... 【英文摘要】With the development of China’s foreign trade and the increase of relevant other economic activities,
business communication has become important and attracted more and more attention in China. As one of the most effective tools of business communication, business correspondence is used in every field of business activities. This thesis is a study of lexical features of business English correspondence.This research applied qualitative and quantitative methods to explore the specific lexical features of ... 【关键词】商务英语信函词汇特点沟通 【英文关键词】Business English Correspondence Lexical features Communication 【目录】商务英语信函的词汇特点研究摘要 5-6ABSTRACT6Chapter 1 Introduction10-141.1 The Background to the Study10-111.2 The Objective of the Study11-121.3 Layout of the Paper12-14Chapter 2 Literature Review14-302.1 Definition of Business English Correspondence14-152.2 Classification of Business English Correspondences15-162.3 Classification of Business English Words16-172.4 Review of Previous Studies17-202.5 Cooperative Principle20-222.6 Politeness Principle22-242.7 Business English Writing Principle-7C’s Principle24-302.7.1 Completeness25-262.7.2 Courtesy262.7.3 Consideration26-272.7.4 Conciseness27-282.7.5 Clearness282.7.6 Correctness282.7.7 Concreteness28-30Chapter
竭诚为您提供优质文档/双击可除 商务英语信函地址 篇一：英语商务信函 商务信函businessletter 英文信头写法heading 信头也称信端，其内容包括发件公司的名称、标志、通信地址、电话号码、传真号、电子邮箱等。书写信头的目的是为了方便收件人了解信函来自何处，并为回复提供联系方式。 很多公司都会印制带信头的信纸。一般来说，人们喜欢将简单的信头放在信纸上端居中，将复杂的信头放在信纸的右侧或上下两端。在使用这种信纸打印信函时，一定要注意为信头留出足够的空间。 对于私人商务信函，如求职信等，信头通常写在信纸的右上方。 如果信函的长度超过两页，那么从第2页开始就不再需要信头了，只需写上页码、收件人姓名及日期。 英文地址的书写和中文地址的书写有很大区别，应遵循
从小到大的原则。特别值得注意的是，地址中的标点符号需正确使用。当前的习惯做法是，行末一般不加标点符号，但行中间该加标点的地方，还是不应省略。门牌号码与街道名称之间不加标点，但是在城市与国家名称之间必须用逗号分开。 英文信函编号写法Referencenumber 如果信函上有编号，收件人和发件人都能快速了解所指的是哪一封信。这样既便于文件存档，又便于日后查阅。 信函编号常见的书写形式有两种： 一种比较简单的形式“Re:xxx”，例如,Re:Invoice12345或Re:YourletterdatedJanuary20,20XX。 一种比较常用的形式“Yourref:xxx,ourref:xxx”，提供一组缩写信息，包括：文件编号、起草人、录入人的姓名缩写和部门 代号等。例如一封由我方Juttabrawn起草，由hughJohnDavies录入的信函编号为“ourref:Jb/hJD” 英文日期写法Date 商务信函必须写日期，它对于文件存档及信息查考都有重要意义。 书写日期应注意以下几点： 1.“年”应完全写出，如20XX，不能简写成06； 2.在正式信函中“月”最好不用缩写，而是完整地写出
Business Collection商务必读 2302012年7月 https://www.doczj.com/doc/e317363509.html, 商务英语信函的礼貌原则 吉林农业大学外国语学院 张英 摘 要：商务英语信函在国际商务活动中起着重要作用。本文通过综合分析和大量实例的比较，论述了商务英语信函写作应坚持礼貌原则，并从词语、句子两个层面归纳出了体现礼貌原则的主要方法。 关键词:商务英语信函 礼貌原则 中图分类号：F752 文献标识码：A 文章编号：1005-5800(2012)07(b)-230-03 1 商务信函的礼貌原则 商务信函是商务交流的一种重要方式。通过它人们可以交流信息、联系业务、商谈贸易、处理问题、传递友谊等。在商务活动中，以书信洽谈业务时，双方不能相互见面，只靠文字来传递信息和情感，信函的语言表达直接影响到交易的成败及合作关系的建立，其重要性不容忽视。商务英语因其语言、知识、交际技巧、商务特点、文化背景等因素而形成了自己的特点。一般来说，商务英语信函应遵循7C原则。即：礼貌原则(courtesy)、体谅原则(consideration)、完整原则(completeness)、清楚原则(clarity)、简洁原则(conciseness)、具体原则(concreteness)和正确原则(correctness)。礼貌、文雅的语言不仅能显示商务工作者自身的良好素质，而且有助于树立良好的企业形象，建立合作关系，促进业务，加强往来。收到对方订单时的感谢、给对方带来损失时的抱歉、拒绝对方要求时的婉转语气等等都是礼貌原则的体现。本文从词汇和句型两方面着手，探讨在商务英语信函写作中如何具体运用礼貌原则，提高商务英语信函写作技能。 2 礼貌原则下商务英语信函的词汇策略 2.1 积极词汇 否定和消极的话语常给人不友好、不愉快的感觉，还可能恶化双方关系；而友好、肯定的表达能够显示出对对方的尊重，能够使对方身心愉悦，也就更容易使对方接受自己的观点，有利于双方的合作。故商务信函写作中要尽量淡化对方做得不妥、失误及所提条件对我方不利的一面，强化其值得肯定的、积极的一面。特别是在有关催款、投诉、索赔等信函中，即便错不在己方，也要把消极的表达藏于积极的表达之中。在信函中，应当选择一些含有积极情感意义的词语如：please，satisfy，oblige，accurate，welcome 等。而尽量避免使用表示否定及不良情绪的词语，如：dissatisfied，disappointing，error，mistake，failure，not，trouble，defective， bad，impossible， inconvenience，fail，delay，ignore，forget，omit，destroy，ruin，complaint，inefficiency，claim，defective等。试比较： (1)Please do not be late in submitting your application for the L/C. (2)Please submit your application for the L/C promptly. (1)We have received your complaint about the late arrival of the samples. (2)Thank you for calling our attention to the late arrival of the samples. (1)We are sorry you are dissatisfied with the service. (2)We appreciate your frank comments. 针对同一件事的评论，(2)句与(1)句表述的角度不同，(2)句使用了积极词汇，(1)句使用了消极词汇。显然，(2)句比(1)句表达的意 一项特别条款). It says: The Arbitration clause is ?(是仲裁条款吗？). steve: Yes，in fact I can back now. (是的，我现在都能够背下来了). It says: “In case of any dispute, should first settled through friendly negotiation, if the negotiation fails, it shall be submitted to arbitration.”(如果有争议，应先要通过友好协调来解决，若协商失败，就需要提交仲裁). steve ：Now, I am pleased to tell you we have never had the opportunity to use this clause(现在，我很高兴地告诉大家我们从来没有机会使用这一条款). Wang: I hope you will always have no chance (They laugh)(我希望你永远也不能够有这样的机会(彼此大笑)). 在上述举例中，最后一句“I hope you will always have no chance”让大家都会心的笑了起来，冲淡了仲裁话题紧张氛围。 3.3 使用模糊用语 在国际英语商务谈判中，对于谈判双方都比较敏感话题，通常都使用模糊用语。这样，即可以保住双方的脸面，也可以失去谈判顺利进行。如下面两句所表达的效果： (1)There are two types of products have been exported to France and Singapore. (2)There are two types of products have been exported to international market. 第一句中的“法国、新加坡”都非常明确的词语，而第二句中的“某些国际市场”则婉转、笼统地表达为模糊用语，可是，上述两句语句所表达起来的营销效果，很明显后者好于前者。谈判过程中，如果遇到意见时候，通常另一方都会用模糊用语进行表达，为谈判预留空间。 4 结语 英语是当前国际通用的官方语言。只有握住商务英语谈判的翻译原则，掌握英语的语言特征，译员才能够灵活地周旋于谈判的每一阶段，为实现商务谈判活动中的已方利益做出自己的贡献。 参考文献 [1] 甘长银.析商务谈判中的模糊语言[J].西南民族大学学报(人文 社科版),2005. [2] 袁小华.商务英语谈判中“赞同”与“否决”句型巧用[J].南 京理工大学学报(社会科学版),2001.
摘要: 英国论文随着时代的发展, 使用简洁通俗的语言已成为现代商务英语, 尤其是商务英语信函的突出特点。本文从这一特点形成的根源简易英语运动出发, 分析了简易英语的定义, 遵循的原则, 最后在此基础上通过大量例证的对照比较, 总结了简易英语趋势在现代商务交际中的体现。 商务英语和法律英语一样, 通常被认为是充斥着技术性术语和诘屈聱牙语句的典型书面语。不可否认, 很长时间以来, 商务文书给人的印象确实如此。然而随着时代的发展, 这种情况已得到极大的改观, 商务交际用语渐趋简明易懂。使用简洁通俗的语言已成为现代商务英语的突出特点。我们可以比较一下下面的两句商务信函中的用语: 1. We beg respectfully to state that we are in receipt ofyour L/C in the amount of USD×××for which we thankyou. 2. We inform you that we have received your L/C forUSD×××. 可以看出, 这两句表达的意思完全相同, 但是第一句使用了beg respectfully to state, in receipt of, inthe amount of, 以及包括定语从句for which we thank you等表达极为繁杂的用语, 而第二句用语简洁明快, 但是它所包含的信息量较第一句而言没有丝毫的减少。现代商务英语正是提倡使用简单词语( plain words) , 而不用复杂的语句( complicated words) , 尤其是那些繁复老套的用语, 即我们所说的陈词滥调( cliché)。现代商务英语的这一显著特点, 其实与这些年来在英美等国出现的英语简化趋势, 尤其是在美国大张旗鼓推行的简易英语运动( Plain English Movement)有直接的联系。这一运动要求革除商业契约上的繁文缛节, 简化法律用语, 从而起到方便民众, 减少因繁复用语而引起不必要争端的作用。1978 年 3 月24 日, 当时的美国总统卡特更是签署了第12044 号行政命令, 要求联邦政府各部切实保证颁布的每项法令必须以简单易懂的英语撰写, 以便须依照有关法令办事的人都能看懂。这一法令理所当然受到普通老百姓的欢迎, 而简易英语运动在这一法令的推动之下也得到了更为蓬勃的开展[1]。 一、什么是“简易英语” 所谓简易英语( Plain English) , 美国学者考特兰?博维(Courtland Bovèe)和约翰?席尔( John Thill)认为简易英语是用简易的文字和结构写成的语句, 读者都能看懂, 很接近于我们的口语[2]。可见, “简易英语”是指书面表达中使用清晰正确的英语简明扼要而有效地传递信息。“简易英语”并不幼稚, 也并非过分简单化的英语。“简易英语”重视信息的传递。它并不堆积词藻, 而且不会不必要地使用行话、术语等难懂的表达。换句话说,“简易英语”彻底抛弃了繁文赘语和让人无所适从的表达。用“简易英语”书写的文件是为了让人们读懂, 因此所用的词语都是读者能够理解的。只要读者能够理解, “简易英语”用到技术性较强的专业术语也并非不可。比如,一篇医学学报上的论文面向的是医学专家, 使用专业术语是可以的, 因为这些读者能够理解。只要表达恰当, 这篇论文的语言仍然可被称为“简易英语”。当然, 如果这篇文章是出现在面向公众的通俗杂志上, 那么再包含很多专业术语就很可能出现普通读者无法理解的状况。这个时候, 只有使用普通大众能够理解的字眼那它才是“简易英语”。我们应该看到非常复杂的概念也是可以用“简易英语”加以解释的。许多法律文书, 比如合同和法令, 用“简易英语”改写后仍然能做到表达精确无误。 二、“简易英语”所遵循的原则 “简易英语”最重要的原则就是读者为先。即为读者着想, 考虑读者的需求。要“简易”, 就得好好考虑如下的问题:读者需要知道些什么? 他们对这个问题的理解程度如何? 怎样才能更好地把意思组织起来以便读者更好地理解? 要想有效传递你的信息, 首要的是要清楚什么样的人会阅读你写的东西。具体来讲, “简易英语”遵循如下的原则: (一)写作前做好规划起草文书之前, 首先得明确自己的写作目的。读者是谁? 他们对于所涉及的话题是非常了解, 了解一点还是一无所知? 他们想知道些什么? 找到这些问题的答案, 做到心中有数。一旦知道了读者是谁, 就应该尽可能从他们的角度来看问题, 来表达
《商务英语交往中的礼貌原则》 ＿＿商务英语信函中的礼貌原则【摘要】随着全球经济一体化进程的不断发展，世界范围内的经济交流与合作也在不断增多。人们不可能跟自己的贸易伙伴亲自拜会，会函就成了取代亲自拜会的一种便宜而有效的沟通媒介。我们给贸易伙伴的每一封信都代表着自己所在公司的形象，显示着公司的水平和实力。一封礼貌有加、措辞得体的商务信函可以帮助一个公司建构起良好的商业形象，进而做成一笔笔好生意；反之,一封礼貌欠佳、用语不当的信函则会给一个公司带来负面的评价，使之弄砸了生意不说，还有可能毁了公司苦心经营的形象。可见，礼貌在商务信函中的作用不容忽视。本文通过大量实例的比较，论述英语商务信函应坚持的礼貌原则，归纳出当代商务英语信函中的礼貌表现。 关键词：英语商务信函；礼貌；原则 Politeness in English Business Letters Abstract: With the development of the process of Global Economic Integration, the worldwide economic cooperation and exchanges are increasing. It is impossible that people meet their trading partners face-to-face, and we often need to make all kinds of the commitments that our trading partners have made a written record that can be checked. Now English business letters have become a cheap and effective medium of communication and replaced a
商务英语论文题目 1、论文化因素对英汉翻译的影响 2、商务英语的特点及翻译技巧 3、商务函电翻译的用词技巧 4、商标名称的翻译与策略 5、汉语中新词汇的翻译技巧 6、商务谈判中的语言艺术 7、商务谈判的文化障碍 8、商务英语函电在对外贸易中的作用 9、商务英语函电翻译技巧 10、商务谈判中英语的重要性 11、浅谈商务英语写作时避免修饰语错位的方法 12、礼仪在商务谈判中的作用 13、浅谈涉外合同英语特色 14、电子商务对国际贸易的影响及对策 15、商务谈判的艺术性 16、跨文化的商务谈判 17、商务英语交往中的礼貌原则 18、如何翻译好日常商务文书 19、商务英语信函的语体分析 20、浅谈商务信函的文体特征 21、英语商务信函和合同中被动语态的语用意义及其翻译 22、商务英语汉英翻译中从句的运用技巧 23、论跨文化因素对商业广告英语翻译的影响 24、跨文化商务交际中的语言和非语言因素 25、浅谈英语告示语的语言特色与翻译 26、商务英语阅读研究 27、商务英语写作问题研究 28、商务英语考试技巧研究 29、商务英语听力策略研究 30、英语口语或语法在商务领域中的应用 31、商务函电交流研究 32、商务英语学习方法 33、跨文化交际与中西文化冲突 34、国际商务中的跨文化交际问题 35、商务谈判中的跨文化冲突 36、国际商务谈判中应注意的文化因素 37、国际商务谈判中的“文化壁垒” 38、广告英语的分类及分析 39、虚拟语气与商务英语表达 40、跨文化交际在商务英语学习中的运用 41、商务英语学习中跨文化交际能力的培养 42、商务英语在国际营销中的作用
43、术语在国际商务中的重要性 44、商务谈判语言技巧 45、浅析跨文化交际中的商务礼仪 46、例析论网络环境下商务英语的拓展学习模式 47、浅析商务英语汇商务英语中俚语的风格及翻译 48、商务英语教学中英语知识与商务知识的关系 49、商务英语中以谓语动词为中心的基本句型的翻译 50、商务英语的语言特色探讨 51、反译法在商务英语中的应用 52、奈达“等值”理论于商务英语翻译中的理解和应用 53、商务英语中的平行结构及其翻译方法 54、语用原则在商务英语应用中的度范畴 55、商务英语语篇文体特征分析 56、商务英语常用单词的多义现象例析 57、商务英语中的委婉表达及其翻译 58、商务英语翻译中的跨文化因素 59、商务英语中书面语言的文体特征及语用分析 60、社会文化迁移对中国式英语的影响 61、英语写作中常见中式英语分析 62、汉译英中遇到新词语的译法问题 63、美国英语习语与文化 64、中美日常交际中的文化差异 65、中西方文化差异及语言体现 商务英语论文题目|商务英语毕业论文题目参考 一、英语论文基本格式 1、毕业论文结构包括：主标题、论文摘要、正文（一般不少于5000字）、注释、参考书目，注释统一用尾注。 2、板式：毕业论文一律用计算机打印。（使用A4规格打印，每页30行） 二、阅读类参考题目以下参考题目对应的范文请到VIP留学生论文网下载，如需原创论文需与在线辅导老师沟通。 1、持续性交际法对商务英语学习者口语和写作能力提高的研究分析 2、商务英语文体学分析 3、语篇功能对等视角的商务英语翻译 4、高职商务英语专业实践课程开发 5、关联理论在商务英语阅读教学中的应用 6、成人商务英语教学中学生自主学习能力的培养 7、功能对等理论视角下的商务英语翻译 8、中职商务英语教学中跨文化交际意识的培养 9、论商务英语翻译中的文化转向 10、职前学生商务英语词汇教学法探索 11、商务英语中模糊语言的应用及其语用分析 12、从目的论角度看国际商务英语翻译的质量评估 13、高职院校商务英语精读教学中的任务型教学法 14、词典类型对翻译与习得商务英语新词作用的实证研究
商务英语邮件写作范文3篇 商务英语邮件写作范文3篇 在国际商务业务中，一封得体的信函如同商务中得体的着装，从外可以看到内，规范、优美的书信语言能够有效增进客户。下面是我 为你带来的商务英语邮件写作范文，欢迎参阅。 商务英语邮件写作范文1 复函与报价 RepliesandQuotations 20xx-08-26 Maer S.A 24th November 20## Foshan Seethome Installations Ltd. 2 Xiue Street Foshan, Guangdong China Dear sirs, In repl to our letter of 21st Novermber, We have pleasure in enlosing a detailed ation for bathroom shoers. Besides those advertised in the Builers Joural , our illustrated atalogue also enolsed shos various tpes of bathroom fittings and the sizes available. Most tpes an be supplied from stok. 45-60 das should be alloed for deliver of those marked ith an asterisk.
Building ontrators in Hong Kong and Taian have found our equipment eas to install and attrative in apperane. Naturall all parts are replXXble. and our ation inludes pries of spare parts. We an allo a 2% disount on all orders of US$6,000 in value and overf, and a 3%on orders exeeding US$20,000. An orders ou plae ith us ill be proessed promptl. ours faithfull. Franeso Marani Sales Manager Enl.2 Via S.Lorenzo, 24a Castellon Spain Tel： 560001 Fax 560002 商务英语邮件写作范文2 询价Inquiries atha Business Mahines Import Export Corporation 201X Centur Boulevard Pudong, Shanghai 201X06, China Tel： 59000001 September 5, 20** Universal Softare, In. 2468 Oak Street San Franiso CA94105
商务英语谈判中的礼貌原则与用语策略英语是国际通用语，运用英语进行谈判是国际惯例，对外贸易离不开商务英语谈判。一 般而言，商务英语谈判中双方谈判者都会使出浑身解数，力促谈判朝着有利于自己的方向发展。然而，高质量的谈判不仅要实现交易，而且还要促成双方缔结长期友好、合作的关系， 为今后在更宽领域的合作做好铺垫。高效的谈判不是以破坏、搞阴谋、战胜对手或从对方那 儿得到更大的利益为目的，更不是以牺牲长远利益来换取短期利益。商务谈判实际上是人们 相互调整利益关系，最终确立共赢的行为过程。 合作是所有成功会话中的必要成分，而合作的前提是保证谈判双方得到充分、真实、关联、清楚的信息，但是言语交际是复杂的社会活动, 在商务英语谈判中,谈判双方都渴望谈判 成功,而且特别重视诚信。当对方所提出的需求无法满足时,依照合作原则就应该直接地否定，然而，“否定”这一言语行为本身具有潜在的面子威胁,会导致谈判的破裂。因此，在谈判现场, 说话人并不总是按照合作原则来进行交谈，而是需要适当降低明确度,提高信息模糊性、含蓄 性和可能性空间。说话人必须使自己的语言礼貌、得体，以获取对方好感，促使交流能够继 续友好进行下去，直至谈判成功。 语言学家Leech（1983）提出礼貌原则，他主张在所有的语言交际中,说话人和听话人之 间应尽量地表示礼貌和尽量减少不礼貌的表达方式。 礼貌原则的实质是为了缔结和维持与对方的友好关系，其运用过程是分歧意见淡出和相 关外部合作信息激活的过程。恰如其分地使用礼貌原则，可以有效地保证谈判顺利进行，促 使谈判进入合作原则阶段，最终实现交易。若在谈判过程中不给对方“面子”,本来完全可以成 交的买卖也会失去;而礼貌的交际用语重视对方的观点,尊重对方的权利、愿望和需要,迎合对 方的心理,能够产生令人愉悦的感觉,从而促成交易的实现，进而扩大对外贸易。因此，我们 看到礼貌原则是外贸业务谈判的推进剂，是开启合作原则的铺垫，在对外贸易谈判中具有特 别重要的意义。 作者通过对两套商务英语教材和其他相关文献的研究，发现若谈判最终达成一致，合作 原则必定是某个议题谈判的终点，而礼貌原则则是谈判过程中的插曲，在对外贸易谈判的不 同情境下，起着“润滑剂”和“催化剂”的作用。 二、礼貌原则的“润滑剂”策略 (一)“退避”策略 “退避”策略是在我方无法立刻作出成熟决定，为了避免冲突，暂时中止某议题讨论而延 缓谈判步伐的一种策略。“退避” 策略采用的是一种委婉的托辞，语言形式上意在回避给出即 时意见，以免意见考虑不周或引起对方不快，但从谈判效果来看，它延长了谈判时间，降低 了谈判效率。这种策略常见的用语如： “I’d rather not talk about it at the moment. (此刻我非常不想谈论此事。)”； “Could we come back to that later on?（我们可以稍后再回到这一点好吗？）”； “I haven’t really got all the i nformation I need to comment on the functions of the product at present.（我现在还没有得到所有信息来评论这个产品的性能。）”。 （二）“搭桥”策略 “搭桥”策略是以扭转谈判紧张气氛为目的，在遇到对方沉默、做出消极行为或提出反对 意见时，能够建设性地询问对方的感受和意见，试图通过表达友好善意，以加强理解，重启 友好沟通交流，从而推动谈判的进程。常见的用语如：
1.Utilize common and reasonable international practices in a flexible way. 灵活运用通行的合理的国际惯例 2.Be enclosed for your reference.随函附上，供参考 3.Enclose our illustrated catalog and price list giving the details you ask for. 随函附上目录和价格明细单 4.Excellent in quality and reasonable in price. 5.On regular purchase in quantities of not less than five gross of individual items we would allow you a discount of 2%. 若每项货品不少于五箩的话，我们可以给2%的回扣。 6.Payment is to be made by irrecoverable L/C at sight.付款是凭不可撤销的即期信用证支付。 7.But if you place your order not later than the end of this month, we would ensure prompt shipment.但是，若你方订货不迟于本月底，我方保证即期装运。 8.We look forward to your early reply.早复为盼。 9.We are in receipt of your order of the 21st March, which has been immediately booked for delivery at the time you stated.你方3月21日订单收到并立即定妥，将按规定的日期交货。10.Enclosed is a sample of a similar cloth, of exactly the same color, which we have in stock.随函附寄同类布料的剪样，颜色完全相同，并备有现货。 11.You have not instructed us as to the shipping of these goods, nor as to how you wish them packed.你方尚未通告我方货物的发运和包装事宜。 12.If you prefer to leave this to us we will act to best of your interest, but if you have any special preference in this matter we should be glad if you would inform us as early as possible.倘若你方愿意由我方决定，我方将尽全力考虑你方的利益。但若你方对此有特殊要求，望你方尽早通知。 13.Although our usual price is two cents per yard more than that for M3, we are prepared to quota it at the same price. Please state by return whether we may substitute this cloth for M3.虽然我们的价格比M3每码高出2美分，但是我方愿报与之相同的价格。请速说明我方是否可用此料代替M3。 14.We sincerely hope to establish business relations with your company so as to promote trade between our two countries.我们切盼与贵公司建立贸易关系，发展我们两国之间的贸易。15.While quoting, please state the earliest shipment and quantity available.报价时请说明最早交货期和可供数量。 16.Quotation: mainly consisted by unit price, period of shipment. It is a kind of reference price, changeable, non-binding. 主要包括单价、装期，是一种参考价格，可变动，无约束力。 Offer: it concludes price, quantity, period of shipment, terms of payment and validity date of quotation. 除了价格之外还包括数量、装期、付款方式和报价的有效期。一般firm order（不可撤销的发价或实盘）在卖方接受后，卖方不能变动。 17.Re: Claim on Machine Tools 事由：机床索赔 18.Re: Catalog and Price List 事由：目录和价格明细单 19.Documents against acceptance 承兑交单Documents against payment 付款交单 1. Your firm has been recommended to us by the Chamber of Commerce in Seoul, Korea, which told us that you export Chinese textiles and cotton goods. Our company is specialized in handling the import business of textiles and we wish to establish business relations with you.韩国汉城商会将贵公司推荐给我们，并告知你们出口中国纺织品和棉织品。我公司专营纺织品的进口业务，希望与贵方建立商业往来。 2. We are enclosing herewith a booklet of our products. As soon as we have received your inquiry,
六大类英文商务书信范文 1、请求建立商业关系 Rogers Chemical Supply Co. 10E.22Street Omaha8,Neb Gentlemen: We have obtained your name and address from Aristo Shoes, Milan , and we are writing to enquire whether you would be willing to establish business relations with us. We have been importers of shoes for many years. At present, We are interested in extending our, range and would appreciate your catalogues and quotations.If your prices are competitive we would expect to transact a significant volume of business. We look forward to your early reply. Very truly yours 自米兰职权里斯托鞋类公司取得贵公司和地址，特此修函，祈能发展关系。多年来，本公司经营鞋类进口生意，现欲扩展业务范围。盼能惠赐商品目录和报价表。如价格公道，本公司必大额订购。烦请早日赐复。此致 2、回复对方建立商业关系的请求 Thank your for your letter of the 16th of this month. We shall be glad to enter into business relations with your company. In compliance with your request, we are sending you, under separate cover, our latest catalogue and price list covering our export range. Payment should be made by irrevocable and confirmed letter of credit. Should you wish to place an order, please telex or fax us. 本月16日收到有关商务关系的来函，不胜欣喜。谨遵要求另函奉上最新之出口商品目录和报价单。款项烦请以不可撤销保兑之信用状支付。如欲订货，请电传或传真为盼。此致敬礼 3、请求担任独家代理 We would like to inform you that we act on a sole agency basis fora number of manufacturers. We specialize in finished cotton goods for the Middle eastern market: Our activities cover all types of household linen. Until now , we have been working with your textiles department and our collaboration has proved to be mutually beneficial. Please refer to them for any information regarding our company. We are very interested in an exclusive arrangement with your factoryfor the promotion of your products in Bahrain. We look forward to your early reply. ` 本公司担任多家厂家的独家代理，专营精制棉织品，包括各灯家用亚麻制品，行销中东。与贵公司向有业务联系，互利互作。贵公司纺织部亦十分了解有关业务合作之情况。盼望能成为贵公司独家代理，促销在巴林市场的货品。上述建议，烦请早日赐复，以便进一步联系合作。此致敬礼 4、拒绝对方担任独家代理 Thank you for your letter of 1 September suggesting that we grant you a sole agency for our household linens. I regret to say that, at this stage ,such an arrangement would berather premature. We would, however, be willing to engage in a trial collaboration with you company to see how the arrangement works. It would be necessary for you to test the market for our productsat you end. You would also have to build up a much larger turnover tojustify a sole agency. We enclose price lists covering all the products you are interested in and look forward to hearing from you soon 9月1日有关建议担任家用亚麻制品独家代理的来信收悉。谨致衷心谢意。目前时机尚未成熟，不能应允该安排深感抱歉。然而，本公司乐意与贵公司先试行合作，为今后合作打下基础。为证明担任独家代理的能力，贵公司宜上述货品作市场调查，研究是否可扩大现有之营业额。奉上该货品之报价单，敬希查照。专此候复。此致敬礼 5、同意对方担任独家代理 Thank you for your letter of 12 April proposing a sole agency for our office machines. We have examined our long and ,I must say ,mutually beneficial collaboration. We would be very pleased to entrust you with the sole agency for Bahrain. From our records, we are pleased to note that you have two service engineers who took