资源描述：
《外贸英语函电与单证 教学课件 作者 王俐俐 主编 第1章.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、第1章BUSINESSLETTERS1.1Introduction1.2Theprinciplesofbusinesswriting1.3Thestructureofbusinesswriting1.4Faxande-mail主要内容返回目录21世纪高职高专规划教材Lecture1Whatdoyouknowaboutbusinessletters?VerbalcommunicationinbusinesscontextTosend&receiveinformation,ideas,attitudes,emotionsforspecificpurpose
2、sOfincreasingsalesandprofitsandtoEstablishgoodrelationshipwithcustomers,employees,generalpublicHowBLdiffersfromGenericWriting?Businesswritingvariesfromthechatty,conversationalstyleoftenfoundinemailmessagestoafamiliarco-worker,tothemoreformal,legalisticstylefoundincontracts.Inthe
3、majorityofmemos,emailmessages,andletters,astylebetweenthesetwoextremesisappropriate.Alwaysremember,writingthatistooformalcanalienatereaders,andanoverlyobviousattempttobecausalandinformalmaystrikethereaderasinsincereorunprofessional.Inbusinesswriting,asinallwriting,knowingyouraud
4、ienceiscritical.PurposesFunctionsReadershipClientsTradingpartnersFundingbodiesColleaguesGeneralpublicsBusinessLetter-PurposesMorethancommunicate,itpersuades,influencesandinstillsconfidenceinthereaderthatyouareapolishedprofessional.Suchconfidenceisneededbeforeanyonewillbuyanythin
5、gfromyou.FunctionsofBusinessLettersToinformToinfluenceToentertainToinformToconveyinformationneededtocompletetheday-to-dayoperationsofthebusinessToexplaininstructionstoemployees,announcemeetingsandprocedures.ToinfluenceToinfluencethereader’sattitudesandactions.Topromoteaproductor
6、serviceToseeksupportforideasandworthycausespresentedtosupervisors,stockholders,customers/clients,orgeneralpublic.ToentertainTosecurethedesiredresponseoractionToretainacustomer’sgoodwillorpatronage.Tocollectpaymentsforexample:toaskforpaymentisquitedifficulttosecureitwithoutoffend
7、ingthereaderandlosinghisorherfuturepatronage.Nocommunicationiswhollysuccessfulunlessitretainsthereader’sgoodwill.Whichisbetter?DearSirsHaveyouoverlookedtheunpaidbalancefromyourrecentpurchase?Ifyourpaymentisalreadyonthewaytous,pleaseacceptourthanks.Otherwise,won’tyoucheckandmailt
8、heremittancerightnow?Thankyouforyourcooperation
