描述
开 本: 16开纸 张: 胶版纸包 装: 平装-胶订是否套装: 否国际标准书号ISBN: 9787504765017
编辑推荐
本书紧密结合外贸业务实际环节, 注重实际操作技能的培养和训练, 以成果导向为理念, 以学生为中心, 旨在培养实用型、 复合型的高技能国际贸易人才。 讲解清晰，样例实用。
内容简介
本书基于工作过程和工作项目开发, 在介绍商务函电和网上外贸及跨境电商平台基本知识的基础上, 以外贸交易磋商过程和外贸合同磋商、 履行中的函电为两条主线。内容包含开发信、 询价与回复、 报价与还价等 18 个项目。
目 录
CONTENTSPart One Introduction …………………………………………………………………… 1
Project 1 Characteristics of Correspondence …………………………………………… 1
Project 2 Formats and Layout …………………………………………………………… 7
Part Two Online Foreign Trade and Platform of Cross-border E-commerce …… 17
Project 3 Online Foreign Trade ………………………………………………………… 17
Project 4 Search Engines and New Customers’ Development ………………………… 20
Project 5 Cross-border E-commerce and Its Correspondence ………………………… 23
Part Three Business Letter in International Trade Process ………………………… 28
Project 6 Development Correspondence ……………………………………………… 28
Project 7 Inquiries and Replies ………………………………………………………… 36
Project 8 Offers and Counter Offers …………………………………………………… 45
Project 9 Acceptance and Order ……………………………………………………… 53
Part Four Negotiation of Trade Terms ……………………………………………… 63
Project 10 Description of Quality and Quantity ……………………………………… 63
Project 11 Packing and Marking ……………………………………………………… 71
Project 12 Price Terms ………………………………………………………………… 79
Project 13 Shipment …………………………………………………………………… 87
Project 14 Insurance …………………………………………………………………… 95
Project 15 Payment Terms …………………………………………………………… 104
Project 16 Inspection, Claims, Arbitration and Dispute Settlement………… 113
Project 17 Amendment of Letters of Credit …………………………………………… 124
Project 18 Other Forms of Trade ……………………………………………………… 131
References ………………………………………………………………………………… 137
前 言
前 言
本书以高职高专师生为服务对象, 紧密结合外贸业务实际环节, 注重实际操作技能的培养和训练, 以成果导向为理念, 以学生为中心, 旨在培养实用型、 复合型的高技能国际贸易人才。 本书特点如下。本书基于工作过程和工作项目开发, 在介绍商务函电和网上外贸及跨境电商平台基本知识的基础上, 以外贸交易磋商过程和外贸合同磋商、 履行中的函电为两条主线。内容包含开发信、 询价与回复、 报价与还价等 18 个项目。 根据需要每个项目下设学习目标、 任务导入、 词汇、 注释、 相关知识、 句型/ 短语及其应用、 实践操作、 巩固和提升练习等不同内容。 本书按实际工作过程和学习规律, 将理论知识和实践技能有机结合, 以培养学生的外贸函电写作与应用能力。在部分介绍了外贸函电的基本知识; 第二部分概述了网上外贸和跨境电商;第三部分讲述了开发信、 询价、 报价、 接受的交易过程中的函电; 第四部分讲述了外贸合同内容的磋商和履行中的函电, 包括质量、 数量、 包装、 价格、 运输、 保险、 支付等有关函电。 为方便读者理解, 本书中所涉及信函的标题, 有英文的, 有中文的,还有的在英文标题后针对信函内容提供了简单的中文提示。 特此说明。为适应国际贸易业务的发展趋势, 内容上引入了跨境电商平台及其函电、 电子邮件等内容。本书中的项目 1、 2、 3、 4、 5、 6、 7、 8、 9、 15 由辽宁经济管理干部学院李卫编写, 项目 10、 11 由辽宁经济管理干部学院李韦婷编写, 项目 12、 13、 14 由辽宁商贸职业学院赵秀丽编写, 项目16 由中国寰球工程有限公司李杨天慧编写, 项目17 由中国石油工程建设有限公司杨旭光编写, 项目 18 由浙江金融职业学院张帆编写。 全书由李卫统编。本书以实用技能的培养为宗旨, 内容翔实、 新颖, 重点突出、 明确, 结构完整、系统、 实用, 既方便教学又便于使用, 可作为高职高专院校跨境电商、 国际贸易实务、国际关务管理、 电子商务等相关专业的教材, 也可供上述专业工作者参考。编 者2018 年 1 月
在线试读
3. Seven Principles of Business Correspondence Writing 撰写函电的 7C 原则A good business correspondence is brief, straightforward and polite. If possible, it should be limited to one page.• The following principles should be involved in formal business correspondence.(1) completeness 完整A business letter should include all the necessary information you intend to send. All the questions the reader asked should be answered because those are the matter he is concerned a?bout and interested in. The complete letters can make us obtain the expected effect and with no other writing a letter, to build better corporate reputation. So it is essential to check the mes?sage carefully before it is sent out.(2) concreteness 具体Make the message specific, definite and vivid. What the letter comes to should be specific, definite rather than vague, abstract and general.• For example, some qualities or characters of goods should be shown with exact figures instead of 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.(3) clarity 清楚The writer must try to express his meaning clearly so that the reader will understand it well. The writer should do as follows:• Apply the KISS formula — “Keep It Short and Simple” .• Choose short, familiar, conversational words.• Avoid unfamiliar words, abbreviations, or slang to make the messages easy to understand, e. g. : It’s better to say “ after”, “ use” and “ January”, instead of “ subsequently”, “utilize” and “Jan. ” .• Use short sentences.Short sentences lead to clear meaning and easy understanding. The average sentence length is about 17 ~ 20 words. You can use sentences containing 3 ~ 40 words. If there are more than 40 words in a sentence, you can consider rewriting it into more than one sentence.• Have paragraphs of suitable length.In business writing, it is suitable for paragraphs to be less than 8 lines. If a paragraph is too long, it may make the main idea unclear and lead to a loose structure.• Make ideas clear.• Put one idea in a sentence, put one topic in a paragraph, and put one subject in a letter.(4) conciseness 简洁A good business letter should be precise and to the point. Avoid wordy languages and redundancy, or repetition and eliminate excessive detail:• Shorten or omit wordy expressions.• Include only relevant statements.• Avoid unnecessary long sentences, relative pronouns, abstract subjects and passive verbs.(5) courtesy 礼貌Avoid irritating, offensive, or belittling statements and answer letters promptly. 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.(6) consideration 体谅Consideration emphasizes You-attitude rather than We-attitude. Focus on the positive approach. When writing a letter, keep the readers request, needs, desires as well as his feelings in mind.(7) correctness 正确Correctness not only refers to a proper expression with correct grammar, punctuation and spelling, but also appropriate tone. Do not understate nor overstate as understatement might lead to less confidence and hold up the trade development while overstatement would throw you in an awkward position. Apply all other pertinent C qualities.
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