商务沟通14-18.docVIP

Chapter 14 Proposals Introduction of proposals Business proposal are designed to analyze an audiences problem, present a solution, and persuade the audience that the solution presented is the best approach. Proposals 建议书是报告类文书的一种，但与其他报告相比有其自身特点。 建议书是书面的提议，是指单位或个人对某项事业或工作有所思考和研究，就解决问题、提供服务或销售产品提出建议，进而向有关上级、政府、企事业单位、专业团体提出改进措施和建设性意见所形成的一种书面材料。 Definition of proposals The proposal is a full description of a problem and its solution. A proposal is a special analytical report to make the reader accept the product, service, and idea. Combine persuasion with technical description Classification of proposals Internal Proposals Internal proposals are submitted to decision makers in ones own organization, and they are issued to suggest a change within an organization. 内部建议书是公司或组织内的成员对公司或组织的某些方面、某些问题，向公司或组织内相关人员提出的一些建议和意见。 内部建议书的主要目的 寻求公司对一些行为的支持(support)，例如，改变雇佣程序、改变公司的培训计划、重组公司的部门等； 要求得到一些资源(resource)，例如，购买新设备、雇佣更多员工、要求更多资金等。 External Proposals External proposals are issued to prospective clients in workplace and government outside an organization. 外部建议书是提交给潜在的生意伙伴的文件。 Be formal. The basis of a contract. Be convincing. Solicited Proposals 非主动提供的建议书 A solicited proposal is a response to a formal or informal request. 非主动提供的建议书指应对方要求而撰写的规划或方案。 对方的要求一般称为“征求建议”(a request for proposal—RFP)。 Unsolicited Proposals 主动提供的建议书 An unsolicited proposal, on the other hand has not been invited by the potential customers. 就某一问题提出对策、设想、建议或行动方案时起草的建议书。 这种主动提供的建议书其主旨大多在于改变现状或改善局面。主动提供的建议书的内容、格式、长度、目的有很大的自由度，但必须有很强的针对性。 Communicative Purposes an economically feasible solution to a specific problem ； 对某个特定问题的最经济的解决方法； the conviction that the writer is in the best position to implement that solution. 该建议是最好的、最行之有效的解决方法 Linguistic Features of Proposal Factual Writing Clear, Simple, and Nontechnical Language Direct and Positive Tone Formality Length The Structure of Informal Proposal Sample Introduction problem solution Analysis background causes of the problem scope, signific