第五章还盘.pptVIP

第五章 还盘 学习目标 熟悉还盘和回复还盘信函的写作步骤 熟悉还盘和回复还盘信函的写作原则 掌握还盘和回复还盘信函的常用句式 第一节 概述 还盘（counter-offer， counter offer， counteroffer）,也叫还价，是贸易往来中（主要是对价格）的磋商（negotiation）过程。 当买、卖双方，不能接受对方所提供的某项贸易条件时，可以通过还盘说明原因，表示遗憾，或建议对方给予一定让步。贸易条件逐项在这个过程中一一确定，直至交易达成。 第二节 还盘信函结构 1.开头写感谢对方的报盘，表示愿意充分考虑对方的需求和意愿； 2.正文部分详细解释我方观点，阐述不能完全按对方意愿做生意的理由，说明我方产品的主要优点，争取对方下单； 3.然后完整陈述我方的还盘内容，包括可以接受的条款、价格等； 4.结尾表示希望对方考虑自己的还盘，敦促对方尽早接受，强调希望继续磋商的愿望。 例1 Dear Sirs, We are in receipt of 收到your letter dated on July 12, offering us 100 cases 箱子of liquor at US $400 per case每箱 on按照 the usual terms. In reply, we regret to inform you that we find your price too high. We find that we can obtain a price of US $370 per case from a local firm. We have been very pleased with your products; however, the difference in price is too big. If you can see your way clear to（see one‘s way clear to do sth的意思是:设法做某事 ） meet满足，达到 these figures数字，标准, we would be pleased to place with 向…提出you an order that will carry执行，贯彻 us for the rest of this year, and that order is likely to be one of the largest that we have ever placed with you. We wish to receive your favourable reply as soon as possible. Sincerely, 第三节 还盘信函的种类 一、买方要求降价的还盘信函 买卖双方对某些交易条件讨价还价,去信表明自己的要求或意见就是还盘。为了促进早日成交，还盘信需给出适当的理由，选择适当的角度，提出适当的条件。要求降价就是对价格条件的还盘,这样的还盘信要注意表明降价的理由，例如：报价高于当地市价；可以用较低的价格获得类似质量的商品；可以从别的供应商处以较低的价格购进该商品；该商品的市场疲软等。并提出降价的幅度。 例2 Dear Ms. Brook, Thank you for your letter of May 13 about the offer for your bamboo 竹子chairs. Although we appreciate the quality of your products, we regret to say their price is too high for us to accept. Referring to参考，参阅 the Sales Confirmation销售确认 No.89SP-754, you will find that we ordered 500 bamboo chairs of the same model 型号at a price 5% lower than your present price. Besides, since we placed the last order, price for raw未加工的 materials has decreased considerably. Accepting your present price will mean great loss to us.