随着经济全球化的前进步伐，“商务英语”作为英语学科的一个分支，在现今社会中发挥着越来越重要的作用。我院为大三英语专业的学生和全校学生分别开设了专业选修和公共选修的《商务英语》课程，从此设置上可以看出我院的与时俱进和高瞻远瞩。我这学期担任2012级英语专业《商务英语》课程的教学工作，在这里与大家分享一些关于商务英语写作的教学心得。
据统计，商务活动其约一半的形式都是以邮件往来完成的，这既高效便捷又利于存档。因此，写作在BEC (Business English Certificate)的考试当中是必不可少的一个内容，且考察了学生综合应用英语的能力。商务回函作为一个常见形式经常出现在BEC考试的初中高级中。为了回函准确，就必须读懂来函的内容，如例一 (Sample 1.1):
Sample 1.1
Dear Sir/Madam
I have a large hardware store in Southampton and am interested in the electric heaters you are advertising in the West Country Gazette.
Please send me your catalogue and a price list.
Many thanks
Harriet Johnson (Mrs)
此邮件中主要询问了所刊广告中产品(electric heaters)的目录和价格表，是一份十分典型的有潜在合作意向的询函，可能会促成大笔订单或订货，回复时应热情满足对方要求并借机推销自己的产品。回函示例请看例二 (Sample 1.2):
Sample 1.2
Dear Mrs Johnson
Thank you for your enquiry about our electric heaters. Please take a look at our website www.greatheaters.com, which gives full details of the products we offer. I have also put a copy of our catalogue in the mail to you today. You will find details of our prices and terms on the inside front cover of the catalogue.
You may be particularly interested in our newest heater, the FX21 model. Without any increase in the fuel consumption, it gives out 15% more heat than earlier models.
Perhaps you would consider placing a trial order to allow you to test its efficiency. This would also enable you to see for yourself the high quality of material and finish put into this model.
I will call you soon to answer any questions you may have.
Best wishes
Peter Scavo
在回函的开头先对对方的询问进行致谢；随后附上产品目录和价格表，并建议对方浏览网站以获得更多的信息；接下来着重推销了最新产品并希望对方先下一份试订单 (trial order)来实测自己的好产品；结尾处也非常积极的表示乐意回答对方的更进一步咨询。全文简洁流畅，思路清晰，值得借鉴。
但不论在现实中还是虚拟中，商务世界不可能总是一帆风顺。有应承就会有拒绝。怎么在考试的压力之下还能在写作中礼貌拒绝对方的要求，这对于生活经验尚少的大学生们可是件不小的难题。请看例三 (Sample 2.1)，询函中提出希望取得Sportif品牌本地区的独家代理权 (sole distribution rights):
Sample 2.1
Dear Sir/Madam
We are currently expanding our department store, and want to extend our product range.
We are particularly interested in your range of designer sportswear called “Sportif”, and would like to receive your trade catalogue and terms of sale and payment.
I believe your products are not yet offered by any other dealer in this town, and if we decide to introduce them we should like sole distribution rights in this area.
I look forward to hearing from you.
Mike Aston
在回函中，应先满足对方的其他要求；再多强调是我方政策不允许，希望对方多多包涵；并进一步解释在没有独家代理权的情况下，品牌受益也是十分可观的，由此推动双方的合作。语气尽量婉转，可使用如I sincerely hope you will understand…的句型。详见例四 (Sample 2.2):
Sample 2.2
Dear Mr. Aston
Thank you for your email enquiring about our Sportif designer sportswear.
I am attaching a pdf of the latest Sportif range, together with terms of sale and payment. We are very proud of this range of sportswear and it has been very well received, with good sales reported regularly from many areas.
As part of our efforts to keep down manufacturing costs, I am sure you will understand that we must increase sales by distributing through as many outlets as possible. Dealers in other areas appear to be very satisfied with their sales under this arrangement, and it appears to be working very well.
I hope we can look forward to receiving your orders soon, and would be glad to include your name in our list of approved dealers.
I look forward to your early reply, and do give ma a call if you have any questions.
Tina Roberts
同学们还应留心的一个趋势就是，在近几年的商务英语写作中，过分客气的繁文冗节已不再流行，更为推崇的是ABC原则，即Accurate（准确）, Brief（简洁）和Clear（清晰）。诸如Your immediate feedback will be highly appreciated（期待您尽快回复）的句子已经过时，转而变化成了富有个性又兼顾礼节的Please let me have your urgent feedback。
外语系 刘思齐 |
