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商务英语报盘的写作技巧和要点

时间:2023-06-05 理论教育 版权反馈
【摘要】:在国际贸易实务中,报盘也称发盘、发价、报价,法律上称为“要约”。(二)分类在商务贸易中,报盘可以分为实盘和虚盘。即使受盘人接受了报盘,报盘人也有权利拒绝。写还盘函时,要先对对方的报盘表示感谢,一般会重复报盘的具体内容。

商务英语报盘的写作技巧和要点

(一)写作要领

交易的一方为了销售或购买一批商品,向对方提出有关的交易条件,并表示愿意按这些条件达成一笔交易,这种意思表示的行为称作报盘。

国际贸易实务中,报盘也称发盘、发价、报价,法律上称为“要约”。报盘可以是应对方询盘的要求发出,也可以是在没有询盘的情况下直接向对方发出。报盘一般是由卖方发出的,但也可以由买方发出。由买方发出的报盘业务一般称其为“递盘”(bid)。

报盘因撰写情况或背景不同,在内容和要求上也有所不同。

(二)分类

在商务贸易中,报盘可以分为实盘和虚盘。

1.实盘

实盘是指报盘人承诺在规定的时间内以特定的价格销售特定商品的报盘。报盘一旦在规定的期限内被接受了,就不能够撤回。实盘对报盘人有法律上的约束力,以确保实盘的内容在一定的有效期内不能够变动或撤销。当然,在有效期过后,报盘也就自动失效,报盘人不必对报盘中所规定的义务负责。即使受盘人接受了报盘,报盘人也有权利拒绝。实盘的有效期很重要,如果没有有效期则被看作虚盘。

实盘有两个明显的特征:①报盘中所有的条件必须完整、确定,它必须是一定数量的、规格完整的、价格确定的、条件也是规定好的;②报盘的有效期必须明确地反映在报盘中。至于有效期规定为多长,要取决于产品的性质和市场状况。通常像棉花那些价格敏感的商品的报盘的有效期较短,因为价格波动较大,而对于像艺术品、工艺品之类的产品,通常有效期较长,因为它们的价格相对稳定。实盘中通常要加上这样的表达:“兹报实盘,以你方在几月几日星期几。”(A firm offer is hereby based on what day of the month and day of the week you are.)这是最恰当的措辞,“here”这个词表达了两个意思:报盘人的所在地和以报盘人当地时间为准。

2.虚盘

虚盘通常通过寄送商品目录、价目表、形式发票和报价单的方式来表达,它对报盘人没有约束力,也就是说,报盘人没有什么责任义务并且报盘可以在任何时间变动、修改甚至撤销。我们可以根据以下三点来判断报盘是虚盘:(1)报盘明显标有“供参考”字样。(2)一些关键的条款如有效期被漏掉。(3)在报盘中有下面这样的有保留性的表达:①该报盘如有变化恕不另行通知;②该报盘以卖方的最后确认为准;③该报盘以货未售出为准;④该报盘以市场波动为准;⑤该报盘以先售为准;⑥该报盘以进一步商榷为准。

(三)特点

1.准确的信息是报盘函最重要的特征。在进行报价时,要保证所报商品价格、品名、数量等条款的准确性,因为一个小错误很可能酿成大损失。如所报的商品价格单位是美元,报盘人往往应注明是美国美元还是加拿大美元,因为这两者的汇率是不一样的,报盘人需要在商品的报价后说明“The prices quoted include packing and delivery.”这一备注很重要,如果少了它,则有可能会在交易结款时引起纠纷。

2.报盘还盘是交易能否达成的最关键步骤。讨价还价本是商家常事,因此无论报盘还盘,在直接清楚说明交易条件的同时,也仍要注意显得友好真诚,避免过于强硬冰冷的态度,不能因为一笔交易的不成功而影响到以后的商业往来。报盘方在说明不接受还盘时,先以“In view of our long and friendly relations,the price we have quoted you is already the most favorable price and…”作为铺垫,而不是冷冰冰地直接说“no counteroffer will be entertained.”。还有,买方在提出还盘条件后,接着说“We believe your allowance would help to introduce your goods to our customers.”,这就给对方一种感觉,还盘不仅是为了买方自己的利益,也可以增加卖方产品对顾客的吸引力。这正符合了商务书信的体谅原则。

3.除了应买方询价要求发出的报盘,也有类似于推销信性质的主动报盘(voluntary offer)。如买方并没有询价在先,而是卖方为了推销新产品,主动向买方提出比较优惠的交易条件——25%的特惠折扣,以引起其购买兴趣。

(四)组成

一般报盘函也是包括三部分:(1)开头部分:报盘人对对方的询盘表示感谢,通常提及询盘的确切日期;(2)正文部分:报盘人列出询盘人所要求知道的各项交易条件,包括商品单价、商品数量、付款方式、装运日期以及优惠条件等;(3)结尾部分:报盘人表示希望对方能接受报盘并订货,并强调其报盘的优势及商品的质量,以努力促成交易。另外,有时除了询盘人所感兴趣的商品之外,报盘人也主动介绍公司的其他相关产品,提供信息以期望达成更多交易。

写还盘函时,要先对对方的报盘表示感谢,一般会重复报盘的具体内容。然后,还盘方应直接清楚地说明不能接受报盘的理由,并提出还盘条件和意见。最后,表达希望达成交易的愿望。

(五)常用表述

1.We much appreciate your enquiry of September 15,against which we have just faxed you the following offer.

2.Thank you for your enquiry of November 20,we hasten to send you our complete catalogue,in which you will find a full description of our entire line of goods.

3.In reply to your enquiry dated June 10,we are sending you patterns of our newly finished silk and have pleasure in quoting you as follows.

4.We have the pleasure to offer you as follows,subject to our final confirmation.

5.We would like to call your attention to our special offer.This offer is good only for acceptance reaching us before the end of October.

6.We were very pleased to receive your enquiry dated March 20 and now confirm our fax offer of this morning as follows:

7.We make you a firm offer for the goods,subject to your reply reaching us on or before May 10.

8.The offer will remain effective/valid/firm/open for a week from September 20.

9.As the prices quoted are exceptionally low and likely to rise,we would advise you to place your order without delay.

10.This offer must be withdrawn if not accepted within seven days.

(六)范例

例1:

Dear Sirs,

We are very glad to receive your inquiry of August 16.We are sending you our quotation today,and the latest illustrated catalogue and samples under separate cover.

As request,we are making you a firm offer,subject to your reply here by 15 p.m our time,Wednesday,October 26,as fallows;Commodity:Boots for Women Specifications:More than 20 assortments with new designs of brown or black colors(detailed in catalogue)

We are looking forward to your prompt reply.

Yours sincerely

Mike Lee

译文:

敬启者,

我们很高兴收到贵方8月16日的询价。我们今天向贵方发送报价单,并附有单独封面的最新插图目录和样品。

根据您的要求,我们向您提供实盘,请您在我们时间10月26日星期三15点之前回复,具体内容如下;

商品:女靴。

规格:20多个品种新设计的棕色或黑色(详见产品目录)。

我们期待您的及时答复。

此致

迈克·李

例2:

Dear Sirs,

Re:Groundnuts & Walnut meat

In your fax of 2nd inst,you asked us to make you firm offers for both Groundnuts and Walnut meat C&F Copenhagen.We faxed back yesterday afternoon,offering you 250 metric tons Shandong Groundnuts,Hand-picked,Shelled and Ungraded at RMB 4 000 net per metric ton C&F Copenhagen or any other European Main Port for shipment during October/November,2016.This offer is firm,subject to your reply arriving at us within one week.

As no doubt,you are aware that there has been a large demand for the above commodities and,therefore,such a growing demand can only result in increased prices.But you may possess the advantage of this strengthening market if you will send us an immediate reply.

Yours faithfully

Mike Lee

译文:

敬启者,

回复:花生和核桃肉

在你方第二机构的传真中,你要求我们为你方提供花生和核桃肉C&F哥本哈根的实盘报价。我们昨天下午传真回来,为您提供250吨山东花生,手工采摘,去壳和未分级,每吨净价4 000元人民币,C&F哥本哈根或任何其他欧洲主要港口,2016年10月/11月装运。此报价是确定的,以您在一周内答复为准。

毫无疑问,您知道对上述商品的需求量很大,因此这种不断增长的需求只会导致价格上涨。但是,如果您立即给我们回复,您可能会获得更强的市场竞争力。

此致

迈克·李

例3:

Dear Sirs,

We thank you for your fax offer of 3rd August for 30 000 yards of rayon/woolen mixed fabric and 33 000 yards of dyed cotton shirting.

We contracted our customers immediately and they are greatly interested because there is a growing demand for cotton testiles.The prices you quoted,however,are too much high.ABC Company,one of our customers,informed us that they would possibly take your entire stock of dyed cotton shirting as long as the material is offered lower than 95 per yard.ABC is one of the leading garment manufacturers in our country,there is a good opportunity to finalize an order with them if the present price can meet their requirement.We hope you will take advantage of this chance as to benefit from the expanding market.

As for the rayon/woolen mixed fabric,our customers hold a fairly large stock at present because of large shipments recently received from Hong Kong-You will,however,receive our order because we are sure that the recent strong demand will soon deplete our inventory.

In these circumstances,we are most anxious that you will do your best to cut the price for dyed cotton shirting and we look forward to your reply with great interest.

Yours faithfully

Mike Lee

译文:

敬启者,

感谢你方8月3日传真报价30 000码人造丝/羊毛混纺织物和33 000码染色棉衬衫。(www.xing528.com)

我们立即与客户签约,他们非常感兴趣,因为对棉花的需求不断增长。但是,你报的价格太高了。我们的客户之一ABC公司告诉我们,只要材料的价格低于每码95件,他们可能会拿走您的全部染色棉衬衫库存。ABC公司是我国领先的服装制造商之一,如果目前的价格能够满足他们的要求,有一个很好的机会与他们敲定订单。我们希望您能利用这个机会,从不断扩大的市场中受益。

至于人造丝/羊毛混纺面料,由于最近从香港收到大量货物,我们的客户目前有相当大的库存。然而,从我们收到订单看,不久将耗尽我们的库存。

在这种情况下,我们非常希望贵方尽最大努力降低染色棉衬衫的价格,期待贵方的答复。

此致

迈克·李

例4:

March 15,2018

Dear Sirs,

We acknowledge receipt of your letter dated March 8,from which we note that you wish to have an offer from us for 2 000 color TV sets,for shipment to Rotterdam.

In reply,we are making you,subject to your reply reaching us by March 28,the following offer:

Commodity:Rainbow Brand Color TV sets,43 inches

Quantity:2 000 sets

Quality:As per attached specification sheets

Price:At US $500 per set CIFC2% Rotterdam

Shipment:During May/June

Payment:By confirmed,irrevocable L/C payable by draft at sight

Our color TV sets are of top quality and reasonable price.They give users a clear and stable picture,natural vivid color and sweet sound.We can also provide spare components and after sales service to the customers.All our TV sets are guaranteed for one year.We trust you will take advantage of this favorable offer and send us your acceptance at an early date.

Yours sincerely

译文:

2018年3月15日

敬启者,

我们确认收到了你方3月8日的来信,其中我们注意到你方希望我们提供2 000台彩色电视机发往鹿特丹的报价。

作为答复,根据您在3月28日之前收到的答复,我们向您提供以下报价:

商品:彩虹彩电,43寸

数量:2 000套

质量:按所附规格表

价格:每套500美元CIFC2%鹿特丹

出货时间:5月/6月

付款方式:保兑不可撤销信用证即期付款

我们的彩电质量上乘,价格合理。它们为用户提供清晰稳定的画面、自然生动的色彩和甜美的声音。我们还可以为客户提供备件和售后服务。我们所有的电视机都保修一年。我们相信您会利用好这个优惠的价格的机会,并尽早将您的决定通知我们。

此致

例5:

October 22,2017

Dear Sirs,

We are in receipt of your letter dated October 16,and are willing to enter into business relations with you on the basis of equality and mutual benefit.

Enclosed please find some sample books you requested.We hope that they will help you in making your selection.We are pleased to make you a special offer,subject to our final confirmation,as follows:

Art No. Name of Commodity Price

JB 12 All Wool Melton USD6.1/YCIF MONTREAL

JE 18 ALL Wool Gabardine USD6.82/Y GIF MONTREAL

For your information,the minimum quantity for order is 10 000 yards.Shipment is to be made in three equal monthly installments beginning from December 2017.Payment is by L/C at sight.Goods are packed in bales or in wooden cases at seller's option.We hope that the above will be acceptable to you and assure you of our best service at any time.

We are looking forward to your trial order.

Yours sincerely

译文:

2017年10月22日

敬启者,

我方收到你方10月16日的来信,愿在平等互利的基础上与你方建立业务关系。

随函附上您要求的一些样书。我们希望它们能帮助您做出选择。我们很高兴为您提供特别优惠,具体以我们的最终确认为准,具体如下:

商品编号    商品名称   价格

JB 12     全羊毛梅尔顿  USD6.1/YCIF 蒙特利尔

JE 18     全羊毛华达呢  USD6.82/Y GIF 蒙特利尔

供您参考,订单的最小数量为10 000码。从2017年12月开始,将分三个月等额分期发货。付款方式为即期信用证。货物按卖方的选择打包或装在木箱中。我们希望您能接受以上内容,并向您保证我们随时为您提供最好的服务。

我们期待您的试用订单。

此致

例6:

September 22,2018

Dear Sirs,

We thank you for your fax enquiry for both Groundnuts and Walnut meat CFR Copenhagen dated September 15.

In reply,we offer firm,subject to your reply reaching us on or before September 30 for 200 metric tons of Groundnuts,Handpicked,Shelled and Ungraded at RMB ¥2 000 net per metric ton CFR Copenhagen and any other European Main Ports.Shipment is to be made within two months after receipt of your order.

Please note that we have quoted our most favorable price and are unable to entertain any counter offer.

As you are aware that there has been lately a large demand for the above commodities,such growing demand has doubtlessly resulted in increased prices.However you may avail yourselves of the strengthening market if you will send us an immediate reply.

Yours sincerely

译文:

2018年9月22日

敬启者,

我们感谢您于9月15日通过传真询问落花生和核桃肉CFR哥本哈根。

作为答复,我们提供实盘,以您在9月30日或之前收到的回复为准,200公吨精选、去壳和未分级花生,每公吨CFR哥本哈根和任何其他欧洲主要港口净价¥2 000元人民币。在收到您的订单后两个月内发货。

请注意,我们已报出最优惠的价格,无法接受任何还价。

如您所知,最近对上述商品的需求量很大,这种不断增长的需求无疑导致价格上涨。但是,如果您立即给我们回复,您可以具有很强的竞争优势。

此致

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