Establishment of Business Relations
In international trade, the most important problem is how to seek clients. The buyers want to know where the sellers are ,while the sellers want to know where to find their buyers. So it is a prerequisite for a company to seek
prospective clients and to establish business relations with them. As we all know, no customer, no business. So this is
the initial step and the most important step in any business transactions. But how do you know your opposite party,
including its name, handling, price etc.? And how can you secure the relevant information? How can you make contact with such firm? You may write a letter to make a communication.
There are some contents following in such letter:
1?from where/ whom you get the opposite party’s name and address
1) Trade Directory，商行名录：?2：Chamber of commerce，商会：both at home and abroad
3：Banks? 4：Advertisements?5：Embassy, Consulate，我国驻贵国/东京大使馆商务参赞处the Commercial
Counselor’s office of our Embassy to your country/ in Tokyo：6：见胡书P27 ，前五个要求背会：
2?Introducing yourself and expressing your intention to establishing the business relations.
3?As an exporter, you should introduce your products; if available, a catalogue, price list, etc,. should be enclosed.
4. As an importer, tell the opposite party what you want to buy and your company’s sales potential.
5?Sometimes, it is also necessary to put forth your terms of transaction, terms of payment, etc.
6?Your financial standing. 你的信用地位。
Let’s master the useful expressions by learning letters1-4.，先让学生们把课文看一遍~根据上面的内容~自
1. Source of information (how you learned of his company)
2. Brief introduction of your own company
3. Intention of writing the letter (to establish business relations：
4. Provide catalogue, price list and samples
5. Little “advertising” on your products or service
6. Polite ending (expect to get the reply)
1. under separate cover 另邮, 另寄
其它类似表达?by separate mail(P31), in another letter
under cover in an enclosure for mailing 随函附上
We will send you under separate cover catalogue and pricelist
2. by joint efforts through the efforts on both sides 通过双方努力
We look forward to, by joint efforts, doing business with you. joint venture 合资企业
1. Source of information (how you learned of his company) 2. Brief introduction of your own company
3. Polite ending (expect to get the reply)
1?connections n. 联系、关系。课本P29中We have excellent connections in the trade and are fully experienced
in the import business for this kind of product.
本公司正在贵市寻找新的业务关系。We are seeking new business connections in your city.
2?sale n. 销售，徐书P14：~“推销产品~促进销售”的用法可以翻译为push the sale of , push sales of , promote the sale of , promote sales of。另外再介绍常用词~如销售合同、销售确认书、销售部、销售帐~销售
网点，本公司有庞大的销售网点~We have enormous sales outlets.：。
1. Source of information (how you learned of his company) 2. Brief introduction of your own company
3. Provide catalogue, price list and samples
4. Polite ending (expect to get the reply)
1. enclose，课本P30~letter 3：代替letter 1里第二段的send。Enclose“随函附上”~，徐P10：后接介
词with (herewith) 或in~若翻译“随函附上。。。以供参考”~就要在后面再加上for your reference.。请翻译下
面一句话?“随函附上我方最新的目录册以供你方参考”。We enclose our latest catalogue for your reference.
表语~放于句首~“随函附上业已经我方会签的销售合同”~Enclosed is the duplication of our countersigned sales contract. 二是作宾语补语~也倒装置于句首或谓语动词后~请翻译“随函附上我方的价格表一份~请查收”。
Enclosed please find a copy of our pricelist. Or, Please find enclosed a copy of our pricelist. 三是作名词~充当宾
语~“相信你方对随函所附的感兴趣”~We believe you will find the enclosed interesting.
Enclose另外一个变形就是它的名词形式enclosure,“收到你方5月28日函及附件”~We are in receipt of your letter of May 28 with enclosure.
e.g. 我们随函附上一份价目表。 We enclose a copy of pricelist.
Or. A pricelist is enclosed.
Or. Enclosed please find a pricelist.
e.g. 随函附上一份目录。 We enclose herewith a copy of our catalogue.
随函附上一份最新式样的样品。 We enclose herein a sample of our latest style.
已收到你方4月15日的来信及附件。 We thank you for your letter of April 15 with enclosure.
adj. enclosed 随附的
enclosed catalogue 随附目录
n. enclosure 附件
2. acquaint v. make familiar, inform 使熟悉~通知
句式?acquaint sb. with sth. be acquainted with sth
e.g. 我们对进出口业务很熟悉。 We acquaint ourselves with the import and export.
similar expressions: familiarize sb. with sth. be familiar with e.g. 现寄去商品目录一份~以便你方对我们可供出口的产品有所了解。
Now we send you a catalogue to acquaint you with the goods suppliable for export.
3. enquire v.询问~打听~询盘
句式?enquire for sth. 询盘某种商品
enquire about sth. 打听某事
enquire into sth. 调查某事
enquiry n. questions or query 询问~打听~询盘
make enquiries 询盘
The letter we received yesterday is an enquiry about the division of labor. 获悉你方对纺织品的询盘~谢谢。
Thank you for your enquiry for textiles.
1?国营公司/企业?a state-owned / government-owned / public-owned corporation (enterprise)~a
2. desire n.希望~渴望;要求~请求
have a desire to do sth. (the same as “desire to do sth.”)
v. desire 希望~期望?想要
be desirous to : have a desire to, be eager to, be anxious to 热切盼望~渴望
句式?be desirous of doing sth./be desirous to do sth. e.g. 我们热切盼望与贵方做生意。 We are desirous to do business with you. 句式?desire to do sth.
desire sb. to sth.
It is desired that
3. upon receipt of 一收到„„就„„
similar expressions: on receipt of , after receipt of
We will ship the goods upon receipt of the L/C. e.g. 请立即开立信用证~一收到就马上安排装运。
Please open the L/C immediately, upon receipt of which we'll arrange the shipment.
Quotations and samples will be sent upon receipt of your specific enquiries.
We are now awaiting the arrival of your L/C, on receipt of which we shall make the necessary
arrangement s for the shipment of your order.
1. Refer to the incoming letter
2. Show pleasure to do business with…
3. Provide catalogue, price list and samples according to the request
4. Request reference (name of the bank)
5. Polite ending (expect to get the reply)
句型1?if referring to a certain matter or problem, it should be:
With reference to / In reference to / Referring to / We refer to ； your letter (telex, fax) of ….关于贵方在某月某日来函中所提。。。
句型2?expressing pleasure or satisfaction:
We are glad to learn from your letter of … that …. / It is a pleasure to learn from your letter of … that…. 从贵方某月某日来函~我们欣悉……
句型3?expressing “according to your instructions ( request, requirement)”, it should be:
According to / In accordance with / In compliance with / In conformity with ； the request in your letter
of …. 按照贵方某月某日来函所提的请求……
函电中表示收到对方信函的句式还有很多~如?acknowledge receipt of your letter of March 20
，acknowledge原意指“承认”,“acknowledge the receipt of...”则是 “告知收到……”的意思; 本句可译为“收到你们……的信,谢谢!”现代英语中,这种表达已经较为陈旧,大多商人草拟信函时更多地使用简单直接的 “Thank you for ...”;)
be in receipt of your letter of March 20
acknowledge your letter of April 5
thank you for your letter of June 14
In reply to your letter of June 10
We have received your letter…
We learn (note) from your letter…that…
2. item:货名~商品~常指价格单或商品目录中的商品。同义词有?goods 在商业英语中泛指货物~article指某一种商品且有不同的规格~commodity比较正式用语~尤其指一个国家的主要商品~merchandise泛指商品~不特指某一商品~不可加不定冠词~没有复数形式~cargo指已装上运输工具、准备运走的货物。
3. in compliance with according to, in agreement with与...一致~符合;按照~根据
The price is in compliance with the international market.
v. comply (+with) 遵从~按照~根据~与„„一致
We comply with your request and give you the lowest price.
In compliance with your request, we have instructed the bank to open the L/C in a few days.
v. comply (+with)
We shall comply with the buyer's request and choose the prices in line with the market.
1?Source of information; from where/ whom you get the opposite party’s name and address信息来源
我们从某人或某处得知?We have learned from … that you are ….，课本上三篇信函都是用的这一句：或“承蒙。。。告知贵公司行名和地址”~掌握三种类似这样表示感激的用法即可?
，1：through the courtesy of the Chamber of Commerce, We come to know your name and address，课本P30：?
，2：to owe your name and address to承蒙……告知你公司的名称和地址
He owes his success to chance.他认为自己的成功在于机遇。
We owe your name and address to the Chamber of Commerce in your city?
，3： on the recommendation of 由。。。推荐，介绍：
，4： Your name and address have been passed on to us by…由„„告知你方名称和地址
，5： We take the liberty of writing to you… 我们写信给你方„„
句型1?We would like to introduce ourselves to you as …specializing in…，课本P26和31：
句型2? We are …我们是…
我们是经营畜产品出口的专业公司。We are a specialized corporation, handling the export of animal
We are China National Textiles Import and Export Corporation, with its headquarters in Beijing.
句型3? to take the opportunity to 或avail oneself of this opportunity利用这次机会
Having had your name and address from the Commercial Counselor’s Office of our Embassy to Pakistan, we avail ourselves of this opportunity to write to you and see if we can establish business relations with you.，课本P40~
3?To express your intention 致函目的
致函目的? 致函…. to write to you~希望express our desire to (P31)~建立贸易关系establish / enter into business relations with…
致函希望与贵方建立贸易关系 to write to you and see if we can establish business relations with you . or
to write to you in the hope of entering into business relations with you. Or to write to you with a desire to enter
into business relations
; We’re writing in the hope of establishing business relations with you;
; We write to you in the hope that we can establish business relations with you;
; We hope you can establish business relations with us.
我们利用此机会致函贵方以了解可否与贵方建立贸易关系。We avail ourselves of this opportunity to write to you and see if we can establish business relations with you.
由于贵行号与地址刊载于?化学药品(杂志上~我方遂致函~希望与贵方建立业务关系。As your name and address were listed in The Chemicals, we are writing to you with a desire to establish relationship with you.，课本
4?to introduce your corporation and products详细介绍本公司及产品~要自卖自夸
? 专营?specialize in~课本P28。
经营内容?operate, handle, line.分别讲解。We operate advertising agency.(课本P29)~in the line of textile在纺织品行业。
handle, v. 经营，某种或某类商品：。我们是国营公司~专门经营棉布的进出口业务~We are a state company, handling exclusively the import and export of Cotton Piece Goods. 类似的表达法还有?trade in , deal in , be in the
Line n. 行业~我们经营瓷器~Our line is porcelain. 我公司经营纺织品已有多年了~We have been in the
textile line for many years.
做一道题?We are a specialized corporation, ____ the export of animal by-products.
A. dealing B. handling C. dealing with，与。。。有关： D. dealt in
另一个表示“经营范围”的表达?fall within = belong to 属于
fall within the scope of one’s business activities 属于某人的经营范围，业务范围：
similar expression: lie within
We learn from your letter of 3rd October that the goods fall within the scope of your business activities.
? 享有盛誉?win / enjoy great popularity(reputation). 例句见课本P28~此产品在国内外市场赢得了巨大
声誉~This kind of product has won great popularity in markets at home an abroad.
? 良好关系~富有经验?课本P29中We have excellent connections in the trade and are fully experienced in the import business for this kind of product.
现函告~我方为淡水珍珠出口商~在此行业里已有多年经验。We write to introduce ourselves as exporters of fresh water peals having many years’ in this particular line of business.
鉴于我方有丰富的经验和广泛的业务关系~望能任命我方为该地区的独家代理。In view of our experience
and extensive business connections, we hope you will appoint us your sole agent for the territory.
? 销售网络?本公司有庞大的销售网点~We have enormous sales outlets?本公司是香港最大的食品贸
易公司~在中国内陆在分公司和门市部。We are the largest food trading company in Hong Kong, and have branches or retail departments on the Main Land.
声誉。We are one of the leading exporters of first class cotton and rayon goods and are enjoying an excellent reputation through fifty years’ business experience.
已在国际市场建立了良好的声誉。We are a professional exporter of toys in China with more than 10 years’
experience and have already set up a long-lasting good reputation in the world market, due to our good management
system and excellent after-sales service.
We are a well-organized exporter with experienced salesman who have a comprehensive knowledge of the requirements and preferences of your market.
We have been in the electronic line since 1990 and have grown to one of the leading suppliers of various keyboards, keypads and its components.
1、我们都知道中国拖鞋因价廉物美而畅销于你方市场。We all understand that Chinese slippers are very popular in you market on account of their superior quality and competitive price.
Our products are welcomed by people throughout the world because of their exquisite workmanship.
With the excellent quality, attractive appearance and good prices, our products have been winning good sales
for more than 20 years in the world market.，其实销量很好~最简单的表达就是sell well：
5. Provide or ask for catalogue, price list and samples:
To give you a general idea of our products, we are sending you, under separate cover, our latest catalogue
together with a range of pamphlets for your reference.
to give you a general idea 为使你方大致了解
similar expressions: give a rough idea of 为使„„大致了解, give a detailed idea of为使„„详细了解,
give an idea of 为使„„了解
In order to give you a general idea of the cotton piece goods available for export, we send you a pricelist.
have an idea of 对„„有了解
6、Polite ending (expect to get the reply):
We’re looking forward to your early reply 期盼你方早日回信?
We’re awaiting your favorable news. 等待你方好消息，佳音：。
We trust that you will reply to us. 我们相信你们会给我方回信的。
Your early reply will be highly appreciated. 如你方能早日回信~我们将非常感激。
appreciate v.感谢~欣赏 be thankful or show gratitude for; admire greatly
We shall appreciate it if ...
it is appreciated if (that)...
we shall appreciate you doing...
We shall appreciate sth.
We shall appreciate your early reply.
1. Through the courtesy of the Chamber of Commerce ( On the recommendation of your Chamber of
Commerce ), we have learned with pleasure the name and address of your firm.
2. We specialize in the export of Chinese textiles and shall be glad to enter into business relations with you on
the basis of equality and mutual benefit.
3. To give you a general idea of our exports, we are sending you under separate cover a catalogue together with
a range of pamphlets for your reference.
4. Please let us have your specific enquiry if you are interested in any of the items listed in the catalogue. We
shall make an offer promptly.