商務英語的重要性

1、商務英語的重要性一、 引言（小四號字體） 在我們熟知的生活英語、學術英語之外，商務英語是現(xiàn)代外資企業(yè)中最重要的交流工具，在談判、交際等商務活動中，商務英語更顯重要！商務英語的掌握水平對企業(yè)的生存有著深遠的影響。本文旨在討論商務英語的價格談判技巧及一些婉轉的表達方法。 （空一行） 二、 商務英語在商務談判中的重要性 商務英語是英語的一種社會功能變體，是專門用途英語中的一個分支，是英語在商務場合中的應用。它涉及技術引進、對外貿易、招商引資、對外勞務承包與合同、國際合同、國際金融、涉外保險、國際旅游、海外投資、國際運輸?shù)鹊?，人們從事這些活動所使用的英語統(tǒng)稱為商務英語。 商務英語源于普通英語，并以此為

2、基礎，完全具有普通英語的語言學特征，但同時它又是商務知識和普通英語的綜合體，因而具有其內在的獨特性，主要集中以下幾個方面： 1 商務英語的語言形式、詞匯、以及內容等方面與專業(yè)知識密切相關，它承載著商務理論和商務實踐等方面的信息。 2 商務英語用詞明白易懂、正式規(guī)范、簡短達意、語言平實。用詞方面多使用常用詞，以保證所用詞語具有國際通用性，保證能為普通大眾所理解，但又不能過于口語化，即商務英語所使用的語言不能過于非正式。有些商務文書（如合同）因為具有規(guī)范、約束力等公文性質，因此會使用一些很正式的詞語，如使用 prior to 或者 previous to 而不使用before；使用 supplem

3、ent 而不使用 add to 等。但在介詞方面，商務英語往往使用以繁復的介詞短語來代替簡單的介詞和連詞，如：用 in the nature of 代替 like ; 3 商務英語句子結構比較復雜，句式規(guī)范，文體正式，尤其在招標文件和投資文件經及合同中更是如此。 4 商務英語在陳述事物時往往具體、明確，絕不含糊其詞。如商務英語不就 “we wish to confirm our telex dispatched yesterday” , 而要說 “we confirm our telex of july 2nd,2000.” 因為前者籠統(tǒng)含糊，后者就清晰明了； 5 在國際商務英語應用文特別是國

4、際商務信函中，禮貌是其中非常重要的語言特點。（縮進對齊） 三、價格談判中商務英語的應用技巧 在外貿談判中, 營造一個熱情、友好、坦誠、大方的氣氛是十分重要的。商人在談判中常說: “ we do business on the basis of equality and mutual benefit . ”(我們是在平等互利的基礎上做生意)。所以,談判雙方均不可以盛氣凌人之勢, 強迫對方接受自己的條件, 反而應該盡力創(chuàng)造出和諧、認真的談判氣氛。這里旨在從賣方或供應商 ( seller supplier ) 和買方或客戶 ( buyer client ) 兩方面, 談談商務英語價格談判的一些基本技

5、巧。 （一）賣方或供應商的價格談判技巧 1 在談判中強調, 雖然我方產品的價格略高于同行同類產品, 但我們注重產品的質量、技術和在本市場或國際市場上的聲望, 讓對方覺得買我們的產品價格雖高, 但很值得。 例（1）: its the quality that really counts. our driller steel is far superior to that used by the japanese. whats more, our design and technology are completely up-to-date. youll be assured of efficie

6、nt service for years to come. 2 誠懇地向對方解釋, 因為原材料價格上漲, 成本高, 所以我方難以承受大的降價。如果我們分析問題合情合理, 情況解釋合乎邏輯, 對方會接納和理解這一事實。 例（2）: we can hardly bear the reduction because the raw material has advanced by 5% during the last few months. accordingly, the cost of our production has risen a great deal. so this p rice i

7、s what we can get. 3 強調我們的價格符合市場要求和水平, 是合情合理的, 所以不考慮降價?；蛘咭髮Ψ皆龃蠖▎? 方可考慮 quantity discount ( 數(shù)量上的折扣)。 例（3）: well, for” hero 330”we are quoting us 6. 50 per dozen cif alexandria. our price has always been reasonable because it comes in line with the prevailing market level. 4 在我方產品的價格或許稍高于同行同類產品 , 又不準

8、備降價的情況下, 我方可用 quicker delivery time ( 快速交貨) 和 convenient after-sales service ( 便捷的售后服務) 作為“誘餌”(當然, 要實事求是, 不可欺騙), 讓對方覺得買了你的產品既方便又有保障。 例（4）： well, it depends on the quantity you order. for orders over us 20, 000 we offer a 10% discount on first orders credited on repeat order. how much was your last o

9、rder for 5 從長遠利益出發(fā)或為了促進和鞏固彼此的貿易, 本著友情, 同意降價。 例（5）: im afraid there is little scope for reducing the price. but we provide quick delivery time and convenient after-sales service. for example, board chair 03, for the quantity of 6 to 10 pieces, the normal delivery time is 5 days, but now the special d

10、elivery time is only one day, note286 cx, for the quantity of 5 pieces, the normal time is 4 days, but now 2 days w ill do. and we have several service centers, offering you around-the-clock service. 6 直截了當?shù)鼐芙^對方的還盤。但這種表達, 態(tài)度比較生硬, 火藥味較濃。從另一角度看, 如果這一策略運用得當, 可以 加快談判速度, 但要小心行事。最好不要直接說: “ no, i cant acce

11、pt it. ”而應盡量婉轉地用 well, , actually, 或 im afraid, 等開頭, 從而給對方稍留余地, 以免讓對方感到難堪。 例（6）: to be frank with you, there are many other customers who have approached us with some higher prices. if it were not for our good relationship, well hardly be willing to make you a firm offer at this price. 例（ 7 ） : pers

12、onally, this is our rock-bottom price, mr. mcardell. im afraid it seems that we can't make any further concession. 例（8）: 5 percent reduction is absolutely out of the question. now, mr. li, to help you sell our product, well make an exception - - give you a special discount of 2 percent. thats th

13、e best we can do. （二）客戶或買方的價格談判技巧 1 以商量的口氣, 提出自己的想法、觀點和意見, 以博得對方的“同情”和理解。 例（9）: im interested in your lead crystal glass ware. but as we are just taking up the line, im afraid we cant do much right now. could we have 3000 gross for a start if the sales go well, big business is sure to follow. i hope

14、 you could offer us your most favorable price, though the quantity we are ordering is by no means an attractive one. 2 利用攻心術, 討好對方。賣方頓感“心頭一熱” 考慮降價。 例（10）: yours is an international renowned company, and your products always enjoy its reputation. we, too, dont hope that you ship the instrument on dis

15、play back to your homeland. the reduction of 27% of our counter offer is already not that big, and in fact it is only less than 10% compared with your offer. so i hope that you put all things together and give it a further consideration. 3 用市場經濟不景氣或國際國內經濟發(fā)展緩慢情況為理由, 要求對方考慮降價。 例（11）: business is rathe

16、r slow nowadays. few buyers have been in the market recently, besides, you certainly realize that lower prices are an effective marketing tool in the short or the long term. 4 堅持對方開價太高, 與國際或國內市場行情不相符, 所以我方難以接受。 例（12）: as the matter stands now, your quotation is over the current price in the internat

17、ional market, and also beyond our ability of payment. in this way, well, as we think, have to consider offers from other sources. honestly speaking, if you can reduce your p rice by 25%, which will be considered agreeable to the level of the international market. 5 在雙方就價格問題咬住不放的情況下, 建議賣方用折中的辦法, 彼此做出

18、讓步。 例（13）: thats the first step .with one more, w e could strike a deal. to make things simpler, lets split the difference and meet half way. you must leave us some margin to cover the advertising expenses. 6 如果彼此對價格都不肯放松, 又不愿折中, 買方只好提出“到別處購買” 以此“威脅”賣方。 例（14）: but the gap between us is still too wide. id suggest another 10%. (seller: oh, im afraid that wont do. w e simply cant stand such a big cut.) if thats the case, im afraid well have to go elsewhere. 7 利用矛盾競爭。在討價還價過程中, 利用不同的談判對手或同行間的競爭, 或用甲制乙, 或借甲攻乙, 促使對方妥協(xié)讓步。 例（15）: at present, the pro