Establishing Business Relations
建立业务关系
Specimen Letters
样涵
Letter 1:
A firm’s letter to a firm concerned
Dear Mr. Peng,
Your company’s name has been given to us by the Bank of China, Shanghai Branch.
We wish to buy quality tea and coffee cups and saucers of different shapes fully decorated with flowers or other design. If you can supply this type of merchandise, kindly airmail us a sample cup and saucer. Also, please enclose your pricelist and all suitable illustrations.
We await your early reply.
Truly yours,
Fred Jackson
Letter 2
A reply to the above
Dear Mr. Jackson,
We have received your letter with thanks. We are glad to inform you that we can supply quality tea and coffee cups and saucers of different shapes fully decorated with flowers or other designs. We are confident that our products will meet the requirements of the markets.
Enclosed please find a catalogue and pricelist of the products you require. We are sending you by mail the samples you need.
Waiting for your order.
Sincerely yours,
Xianjin Peng Letter 3
A firm’s letter to a firm concerned
Dear Mr. Leeds,
We have obtained your address from Internet and are now writing to you for the establishment of business relations.
We are very well connected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices.
Please let us have all necessary information concerning your products for export.
Yours faithfully,
Ping Wang
Letter 4
A reply to the above
Dear Mr. Wang,
We thank you for your letter and shall be pleased to enter into business relations with you.
As requested, we are sending you by another mail our latest catalogues and pricelists of our exports.
If you find business possible, please write to us.
Sincerely yours,
John Leeds
Letter 5
An exporter’s to his bank
Dear Sir or Madam,
We thank you for your cooperation for our business.
Now we are keenly desirous of enlarging our trade in various agricultural products, but unfortunately have had no good connections in the southern part of Russia. Therefore, we shall be obliged if you will kindly introduce us to some of the most capable and reliable importers in the district who are interested in these lines of goods.
Your favorable information will be appreciated.
Yours faithfully,
Leon Allen
Letter 6
A reply to the above
Dear Mr. Allen,
Referring to your letter, we are pleased to introduce to you the following firms:
(1)The ABC Corp., (Address…)
(2)Messrs. Wolf & Green Co., (Address…)
(3)The Pacific Co., (Address…)
We hope this information will prove useful to you.
Yours faithfully,
Mark Granger
Letter 7
A firm writes to a firm concerned
Dear Mr. Kevin,
We have obtained your name and address from Aristo Shoes, Milan, and we are writing to enquire whether you would be willing to establish business relations with us. We have been importers of shoes for many years. At present, we are interested in extending our range and would appreciate your catalogues and quotations. If your prices are competitive, we would expect to transact a significant volume of business. We look forward to your early reply.
Truly yours,
Per Anderson
Letter 8
A reply to the above
Dear Per,
Thank you for your letter of the 16th of this month. We shall be glad to enter into business relations with your company. In compliance with your request, we are sending you our latest illustrated catalogue and price list covering our export range. Payment should be made by irrevocable and confirmed letter of credit. Should you wish to place an order, please fax us.
Sincerely yours,
Kevin
Supplementary Reading
Part A
In international trade, the importer is usually in one country and the exporter in another. They are separated sometimes by thousands of miles. Establishing business relations is the first step in the transaction in foreign trade.
Writing letters to new customers for establishment of relations is a common practice in business communications. To establish business relations with prospective dealers is one of the vitally important measures either for a newly established firm or an old one that wished to enlarge its business scope and turnover. There are several channels through which imports and exporters can get to know each other. Generally speaking, this type of letter begins by telling the address how his or her name is known. The writer should state simply, clearly and concisely what he can sell or what he expects to buy.
Any letter of this nature received must be answered in full without the least delay and with courtesy so as to create goodwill and leave a good impression on the reader. The first impression counts heavily. Make sure that your letters follows the standard format and that it is neatly typed and error-free. To firms engaged in foreign trade, business connections are valuable. Therefore, traders must not only do everything possible to consolidate their established relations with firms having previous business but also develop and revitalize their trade by searching for new connections from time to time.
Part B
Most people today associate marketing with selling. Yet, the act of selling is only part of the overall marketing activities of the firm. The task of providing products that satisfy consumers’wants forms the basis for our current marketing systems. Marketing is an exchange process between buyers and sellers, the purpose of which is to satisfy the buyer’s needs and wants through the purchase of the seller’s products.
This marketing concept evolved over the years, developing as American business matured. Initially, production-oriented American business assumed that people would buy whatever was efficiently produced. This concept gradually evolved into a sales-oriented approach in which firms generally depended on effective sales approaches to stimulate consumer demand for a product.
Today’s marketing-oriented philosophy focuses on a firm’s desire to increase sales while anticipating and satisfying consumer needs. Progressive businesses today are much more consumer-oriented than firms have been in the past.
The marketing mix consists of four variables-product, price, distribution (or place), and promotion. The product variable encompasses its physical attributes. Pricing involves the marketing manager, who establishes each product’s price as well as overall pricing policies. Getting that product to the right place at the right time is the distribution variable. The promotion variable increases demand by communication information to potential customers via personal selling, advertising, publicity, and sales promotion.
Firms must carefully consider the role of the sales force in their promotional or promotional aspect of the marketing mix. A firm has to decide if a sales force is a viable direct marketing tool: and if so, which types of selling activities optimally promote its products. The different levels of relationship marketing (transaction selling, relationship selling, and partnering) allow salespeople to create customer loyalty. In this manner, they can keep today’s customers while generating new customers for tomorrow.
The new consultative selling requires the salesperson to take on the roles of a team leader, business consultant, and long-term ally. By performing these three roles the salesperson can reduce the relationship gap so the customer is satisfied with doing business with the seller.
Part C
Levels of relationship marketing
What type of relationships should an organization have with its customers? Is the cost of keeping a relationship worth it? To answer these questions, let’s define the three general levels of selling relationships with customers:
Transaction selling: customers are sold to and not contacted again.
Relationship selling: the seller contacts to improve its customers’operations, sales, and profits.
Most organizations focus solely on the single transaction with each customer. When you go to McDonald’s and buy a hamburger, that’s it. You never hear from them again unless you return for another purchase. The same thing happens when you go to a movie, rent a video, open a bank checking account, visit the grocery store, or have your clothes cleaned. Each of these examples involves low-priced, low-profit products. Also involved are a large number of customers who are geographically dispersed. This makes it very difficult and quite costly to contact customers. The business is forced to use transactional marketing.
Relationship marketing focuses on the transaction-marketing the sale-along with follow-up and service after the sale. The seller contacts the customer to ensure satisfaction with the purchase. The Cadillac Division of General Motors contacts each buyer of a new Cadillac to determine the customer’s satisfaction with the car. If that person is not satisfied, General Motors works with the retailer selling the car to make sure the customer is happy.
Partnering is a phenomenon of the 1990s. businesses’ growing concern over the competition not only in America but also internationally revitalized their need to work closely with important customers. The familiar 80/20 principle states that 80 percent of sales often come from 20 percent of a company’s customers. Organizations now realize the need to identify their most important customers and designate them for their partnering programs. The organization’s best salespeople
are assigned to sell and service these customers. Let’s take a closer look at partnering since it is becoming so important to organizations.
台布 我们从我国商务部处得悉贵公司的名称和地址，现借此机会与你方通信，意在建立友好业务关系。 我们是一家国营公司，专门经营台布出口业务。我们能接受顾客的来样定货，来样中可具体需要产品的花样图案，规格及包装装潢的要求。 为使你方对我各类台布有大致的了解，我们另航寄最新的目录供参考。如果你方对产品有兴趣，请尽快通知我方。一俟收到你方具体询盘，即寄送报价单和样本。 盼早复。 SPECIMEN：INTRODUCING BUSINESS OPERATION Dear Sirs, RE:TABLECLOTH We have your name and adress from Ministry of Commerce of the People's Republic of China.We take this opportunity to write to you with a view to set up friend business relations with you. We are a carpet manufacturer, our products are a unique style of novel, inexpensive..We are in a position to accept orders according to the customer's spmples.In the customer's spmples,request about the assorted pattern,specification and package of the needed goods can be indicated particularly. In order to give you a gengral idea of various kinds of the table-cloth we are handling,we are airmailing you under separate cover our latest catalogue for your reference.Please let us know immediately if you are interested in our products.We will send you our price list and sample to you as soon as we receive your specific inquiry. Looking forward to your early reply,we are. Yours faithfully Xiaoli
在国际贸易领域，无论对于新创建的贸易公司，还是对希望扩大业务与销售量的原有公司而言，同其预期的客户建立商务关系都是至关重要的手段之一。众所周知，客户是事业发展和壮大的基石。 当我国的外贸公司或法人公司需要开辟海外新市场，向国外其他公司出售或购买货物时，相关负责人员首先确定贸易合作方。通常，有关国外公司的信息可以通过以下渠道获得： 1.Banks 2.Trade directory 3.Chambers of commerce booth at home and abroad https://www.doczj.com/doc/1b9077192.html,mercial counselors' office 5.Advertisements 6.Exhibitions and trade fairs 7.Market investigations 8.Enquiries received from foreign merchants 9.Self-introduction or introduction from his business connection 10.The Internet 通过以上任何方式获得意欲洽谈业务公司的名称与地址后，负责人员可以发信给相关公司。通常情况下，这类信件应该通告收信人以下信息： 1.如何并在哪里获悉收信人的名称和地址
2.写信意图或目的 3.本公司所从事的业务范围 4.有关本公司的资信状况与信誉的证明人 为了建立良好的贸易关系，并给收信人留下一个美好印象，对于任何一封此类信件都必须全文、及时、礼貌地回复。对于从事国际贸易的公司来说，贸易关系是最为重要的。因此，贸易人员必须竭尽全力巩固与已有客户的贸易关系，同时还要通过不断寻找新的贸易伙伴来发展与振兴公司的贸易业务。 常用句型 1. Your firm has been kindly recommended by the Grand Resources Co. Ltd. as the largest exporters of glassware. 蒙天润宏泰责任有限公司介绍，得知贵公司是最大的玻璃器皿出口商。 2. Through the courtesy of Mr. David Boswell, we learnt that you were interested in Chinese silk. 承蒙大卫.鲍兹威尔先生告知，我们获悉你方对中国丝绸很感兴趣。 3. We owe your name and address to our Commercial Counselor's office in London, through which we learnt that you were seeking partners in China for selling your software products. 蒙我驻伦敦商务参赞处介绍，我们得知你方正在中国寻找业务伙伴推销你们的软件产品。 4. Our market survey informs us that you have a keen interest in the import of textile machinery.
贸函电的构成部分如下： 现在的电子邮件时代的函电的形式比较简洁，主要包括： 第一行：主题（事由）。 第二行：对收信人的称谓。 第三行：寒暄语，主要是感谢词和为何而感谢。 第四行：以下为正文。 第五行：结束语，一般内容为：祝福的词语，并期待很快收到回音。 最后为：发函人签字。 外贸函电常用范文如下： 1.Dear Mr. Li, Your firm has been recommended 1 to us by the Dickson Electrics Company, with whom we have done business for many years. We are interested in your Electric Typewriters for use in offices and shall be glad if you will send us a copy of your illustrated catalogue 2 and current price list. Yours sincerely,
Susan Block Manager A Reply Dear Ms Block, We welcome you for your enquiry of Fed. 1 and thank you for your interest in our commodities. We are enclosing 3 some copies of our illustrated catalogues and a price list giving the details you asked for. We trust that you will agree that our products and price appeal to 4 the most selective buyer. And we also allow a proper discount 5 according to the quantity ordered. Thank you again for your interest in our products. We are looking forward to your order and you may be assured 6 that it will receive our prompt and careful attention. Yours truly 2.Dear Mr. Lu,
企业大型管理信息系统的建设是企业追求信息化管理的有效途径，但信息系统的建设和应用不一定仅局限在本企业的范围以内，在系统建设和应用的过程中必然要与有关的外部单位发生各种联系，这些单位包括政府部门和其它合同单位（这里的合同单位并不是指系统开发单位）。 本公司的主营业务是一个大型仓储工程项目，我公司的建设管理体制包括“多元物流制，招标投标制，仓储管理制，合同管理制”，这种管理体制将物流商，仓储管理单位和相关项目承包商三者的利益紧密地联系在一起，他们之间是一种相互依赖、相互影响和合作的关系，虽然各个单位的战略出发点不一样，但在迷你仓储开发这个特别的旗帜下面，他们之间有着许多共同的利益。CSI管理系统是为魔方迷你仓的仓储物流服务的，项目的建设者，包括监理和承包单位，都应该被纳入这个服务体系之下，最终实现迷你仓管理信息的充分交流与共享。但是，监理和施工承包单位毕竟还是业主以外的一个合同单位，魔方公司如何在CSI管理系统的建设和应用中协调处理与这些单位之间的关系，也是系统建设成败的一个风险因素，这种风险表现在如下几个方面： 一、合同单位对系统建设的积极性 从严格意义上说，如果本公司仓库的施工承包合同中没有相应的规定，合同单位、尤其是施工承包单位没有使用该系统的义务（姑且称之为“义务”），虽然事实上，该系统是帮助他们规范了管理、提高了工作效率，但他们可以认为使用该系统是给他们增加负担，因此需要有关的领导对这种情况进行协调，必要时需要采取更换承包商、采取活化厂房等手段灵活变动；例如，如果承包商不按照CSI管理系统规定的格式登记合同基本信息、不在系统中按月填报进度结算报表，业主可以拒绝对承包商施工进度款的支付；同样，如果承包商不按照国家规定的档案归档要求提交项目的竣工验收资料，业主可以拒付相应的合同费用等。 二、合同单位的基础设施和人员素质 计算机和通讯网络是大型管理系统必须具备的基础设施，业主的合同单位如果需要参与信息的交流与共享，这些基础设施的费用到底应该怎样计算，合同单位的这些基础设施配备应该具有怎样的规模，都是需要事先考虑的问题。另外合同单位的人员素质也是一个风险因素。由于承包商和监理单位是系统数据的重要来源之一，他们能否提供高质量的、有效的数据，关系到系统数据增值链上数据的可靠性与价值，必须建立严格的数据管理制度。同时，需要保持合同单位人员队伍的稳定性，并且需要进行系统的软件功能培训和岗位职责教育。 三、信息在网上共享的安全性 数据的安全与保密问题需要引起迷你仓储系统设计开发人员的注意。由于共享企业集成数据库信息的单位有很多，某些单位或个人的某些信息不愿意或者不能被别的单位或个人看到，为了避免引起纠纷，在进行系统的界面和安全等的设计时，需要考虑数安全保密方面的因素。所以本公司的CSI管理系统建立了比较严格的数据安全体系，通过多种授权控制方式实现整个系统的安全性控制，来自系统各个方面的用户对此都比较满意。 四、代码或数据的一致性风险 前文所述的企业信息资源管理的基础标准，这些标准一般是指企业内部的标准，它们并不具有普遍的适用性。如合同编号、项目分解代码、单位代码、物资设备代码、文件编号、档案号等等，这些代码必须得到本公司的认可并且在实际工作中使用，才具有真正的价值。但有的时候，公司已经有了一套自己的编码、编号方式，要改变业已习惯了的一些做法，有时候是比较困难的。
范文一： Dear Tom, Recently, my company and your company purchased a number of stainless steel screw sets. In cartons and cartons, it is shipped by sea to Manila, Philippines, as agreed in the contract. But after the arrival of the goods, after our company inspection found that some of the goods of the outer packaging damage is serious, many cartons in the screw kit scattered around. After my company's professional certification, the goods damage is not hard enough cartons and in the transport process caused by moisture. In order to avoid subsequent orders again cashing out the goods, resulting in losses, our company hopes that your company changes the packaging. Hope that your company's goods packaging all use wooden boxes, the inner packaging can continue to use the original carton can only be packed 500g per box, every 50 boxes of 1 wooden box. Enclosed is a picture of the packaging designed by our company.
和客户建立信任关系的三个方法 和客户建立信任关系的三个方法：和客户建立信任关系的方法一、当好客户的知己 主动热情：热情犹如阳光，会快速融化我们和客户之间的陌生感，营造出一种好的氛围。这就要求我们，一方面，见到客户以后要主动、热情打招呼，同时语调要爽朗、厚重，不能有气无力;另一方面，要表达出见面以后喜悦的感受，比如：你好，王总，很荣幸见到你，同时我也感觉特别开心。 巧用称呼：实际业务过程中，至少有50%以上的拜访发生在非正式场合，这就意味我们对客户的称呼不能总是那么官方和正式，否则容易让客户感觉疏远，比如可以尝试一些非正式的称呼，比如：刘哥、张姐、兄弟、哥们……，运用得当的话，会让客户感觉舒服和亲切，从而拉近彼此的距离。 善选话题：话题选择上，初期切入时，可以选择一些热点话题，近期的比如：股市、拐卖儿童该不该判死刑;中期深入时，要选择一些客户关心或喜欢的话题，比如：做电商的客户更喜欢政府对互联网的政策，处于转型拐点的实业客户更关心传统实业如何转型;后期收尾时，可以找到一些双方共同在意的话题，比如：产品本身或者是曾经相似的经历，从而找到更多的共鸣。 移情聆听：移情不是同情，而是从情绪和理智上双向理解客户并接纳客户，移情的基本步骤是：首先，抛去成见，把自己放
在客户的角度上;其次，通过复述和确认，理解客户的思维和感受，在充分理解的基础上，表达自己的观点和情绪;比如：客户抱怨：你们的产品有时挺让人烦的!你可以说：遇到产品中有没达到预期的地方，确实容易让人产生烦躁的情绪，我有过同样的经历，也会同样烦躁，您能不能告诉我，是因为我们产品的那些部分让您烦的? 和客户建立信任关系的方法二、打造属于自己的个性标志 设计自己的标志性动作：独一无二的标志动作会增加你本身的记忆点和魅力，比如丘吉尔的v字型手势、nba球星艾弗森的侧耳倾听、张学友的兰花指都让人印象深刻。在设计标志性动作的时候要注意，第一、动作本身要具有正面意义，同时贴合自身性格，比如：你不能说你的标志性动作是对人竖中指，那简直是在找打;第二、动作要简洁易展示，比如：你不能说你的标志性动作是打完一整套咏春拳，那样的话，估计等你打完拳，客户都睡着了;只要符合以上特点，想要设计什么动作就要看你自己的喜好了。 佩戴标志性饰品：标志性饰品是什么?是曾荫权的蝴蝶结领带!是叶茂中从未摘过的帽子!是王家卫一直戴着的墨镜!是让人无法忘记的鲜明记忆点!我认识的一个销售员，他给自己设计的标志性饰品，是经常戴一条红色领带，以至于到后期，尽管一些客户都不知道他的全名，但都会说：那个带红色领带的小李。小李成功打造了属于自己的独一无二的客户记忆点。 和客户建立信任关系的方法三、巧妙呈现实力 巧讲客户：人是社会动物，因而都具有从众性。所以，适当讲一些自己做过的一些比较成功的客户，会很大程度上刺激客户
本文档由实惠网（https://www.doczj.com/doc/1b9077192.html,）编制，版权所有，尽供外贸交流学习商业目的请联系实惠网（https://www.doczj.com/doc/1b9077192.html,） 外贸函电常用范文Set new business relationship 建立贸易关系，可以通过多种途径，比如通过驻外机构、国外商会、同业商行、银行、出国访问、商品交易会、报纸广告、市场调查等等。建立贸易关系的信函，要写得诚恳、热情、礼貌、得体，并将写信人的意图清楚地叙述完整，给对方留下深刻地印象，使其愿意与你交往。 Dear Mr. Jones: We understand from your information posted on https://www.doczj.com/doc/1b9077192.html, that you are in the market for textiles. We 本文档由实惠网（https://www.doczj.com/doc/1b9077192.html,）编制，版权所有，尽供外贸交流学习商业目的请联系实惠网（https://www.doczj.com/doc/1b9077192.html,）
would like to take this opportunity to introduce our company and products, with the hope that we may work with Bright Ideas Imports in the future. We are a joint venture specializing in the manufacture and export of textiles. We have enclosed our catalog, which introduces our company in detail and covers the main products we supply at present. You may also visit our website https://www.doczj.com/doc/1b9077192.html,,which includes our latest product line. Should any of these items be of interest to you, please let us know. We will be happy to give you a quotation upon receipt of your detailed requirements. We look forward to receiving your enquires soon. Sincerely, John Roberts 本文档由实惠网（https://www.doczj.com/doc/1b9077192.html,）编制，版权所有，尽供外贸交流学习商业目的请联系实惠网（https://www.doczj.com/doc/1b9077192.html,）
金融函电建立业务关系范文外贸函电建立业务关系 建立外贸业务关系的信函要写得诚恳、真挚、礼貌，这种信函的结构一般包括四个步骤： 1〃首先说明信息（告知对方你从何渠道得知对方的姓名地址的）； 2〃对公司作一个简单的介绍（例如公司的业务范围，稍稍“宣传”一下产品和服务）； 3〃写信的目的（你想与对方做什么生意，比如，想购买对方的产品，推荐自己的产品，想与对方建立合资公司等）； 4〃表达与对方合作和早日收到回复的愿望。 不管是买方还是卖方，收到建立业务关系请求的信函后，都应该迅速、完整、礼貌地做出答复，以便给读者留下良好的印象，一般回复建立业务关系的信函包括如下步骤： 1〃感谢对方对本公司的兴趣； 2〃表示对对方建立业务关系意愿的兴趣；
3〃表示进一步采取的行动。 国际商务专业从事的岗位是：（一）通用型岗位。（二）涉外谈判岗位。；（三）涉外经济文化组织的运营管理人员。（四）国际贸易行业的从业人员，有与外商做【{[【【】贸易或为之提供服务的技能和知识。（五）掌握商法知识可以从事国际商务法律咨询。具体适应的岗位名称是：报关员、外销员、单证员、跟单员、报检员、货运代理、企事业单位的会计人员、文秘人员、电子商务业务员、ZF外贸部门进出口业务管理人员等。 1.搞好客情关系的目的是什么？说到底，是为了搞好工作，是为公司的利益服务的，这是根本。有的业务人员偏偏就忘了这个根本，把客情关系变成了工作的重心和目的，好像销售工作就是为了搞好客情关系，而不知客情关系要服从并服务于销售工作。 所以，作为业务人员，我们必须牢记，再重要的客情关系都必须服从并服务于公司的利益，这是建立并维护客情关系的根本目的。抓住这个根本，不管形势有多复杂，不管别人怎么算计，不管别人怎么鼓动，我都有我的老主意：背离了这个根本，一切免谈、不干。
Letters for Establishing Business Relations （建立业务关系的信函） Letter 1 (Importer to Exporter)进口商写给出口商的信 Through the courtesy of the Commercial Counselor' s Office of your Embassy in London, we come to know your name and shall be glad 承蒙贵国驻伦敦大使馆to enter into business relations with your firm.
商务参赞处的介绍，我方获得贵公司名称，并且很开心能与贵方建交。 We are a leading importer of tablecloth from London. We have excellent connections here of the goods and feel sure we can sell large quantities of your goods if we can get your offers at competitive prices. We will appreciate it highly if you airmail the catalogue and price list of the goods available at present我.方是伦敦经营桌布的重大进口商，对 此产品，我方在此地有良好的人脉，并且确信若我方能以低价获得贵方产品，我方定能销售大量贵方商品。若蒙贵方空邮产品目录和目前可供产品的价格表，我方将不胜感激。
客户关系管理题库 1．影响企业业绩的因素有哪些？ 答：1）企业所处的外部环境 （1）政治环境 （2）社会环境 （3）技术环境 （4）经济环境 2）企业本身的内在素质 （1）领导者的素质与管理水平 （2）企业的规模 （3）产品的创新能力 （4）企业员工的知识、技能、态度与行为模式 2．简述提升企业业绩的途径。 1）提升企业领导者的素质与管理水平 （1）善于把握全局 （2）要有灵敏的反应 （3）有开创的激情 （4）有表率作用 （5）知人善任，善与人同 2）改变员工态度，提高员工素质 （1）充实知识 （2）提高技能 （3）转变态度 3）提高客户价值，扩大企业绩效 （1）有效地提升客户价值 （2）提高客户对企业品牌的忠诚度
（3）完善客户价值管理体系 （4）建立快速反应机制，妥善处置客户抱怨 3．什么是关系营销？关系营销的特征有哪些？ 关系营销指从系统、整体的观点出发，将企业置身于社会经济大环境中来考察企业的市场营销活动，企业营销的核心是正确处理企业与客户、竞争者、供应商、经销商、政府机构、社区及其他公众之间的相互关系。 关系营销的特征：信息双向沟通、战略协同合作、谋求互利共赢、满足情感需求、信息及时反馈。 4．企业开展关系营销需要重视哪些关系？ 企业开展关系营销需要重视的有五种基本关系：企业与客户关系、企业与竞争者关系、企业与供、销商关系、企业内部关系和企业与影响者关系。 5．简述关系营销的实施过程。 关系营销的实现过程可分为市场分析、关系营销战略设计、制定营销策略、实施执行和测试营销效果等几个步骤。 6．试述客户关系管理产生的背景。 答：1）客户关系管理是市场竞争的必然产物 2）客户价值取向推动客户关系管理产生 3）新的营销观念催生客户关系管理 7．客户关系管理的内涵是什么？ 答：客户关系管理的含义是指企业运用一定的资源、政策、结构和流程来了解客户、分析客户、选择客户、获得客户、维系客户，在充分满足客户需要的基础上提高客户忠诚度和终生价值，提升企业赢利能力和竞争优势而开展的所有活动。 8．客户关系管理的理念是什么？它与现代营销管理理论之间的关系如何？
Dear sir or madam: We get your name and address from the net, and the products that your company need’s are in our scope of business. So we send mail to you ,in hope to establish a long-term relations of cooperation. Our company is a big foreign tread company, engaged import and export business with nearly 20 years, and get good reputation. Sending enclosed with a catalogue and a price list for your reference. After receiving your inquiry, we will give you the most preferential price. Your early reply will be highly appreciate. 0003: Dear sir or madam: It is my pleasure to be looked by you of this mail. we gone into your company net , and glade to fond that your products are our needs’ . Our company Intercom Import & Export Co .,Ltd have done business of Children’s Bicycles importing for many years , and enjoy good reputation . We hope can establish relations of cooperation with you. In order to our deep treading , hoping that you can send a catalogue and the most good price list for our reference. Your early reply will be highly appreciate . Yours Intercom Import & Export Co .,Ltd James Brown 0007: Dear sir of madam: We get your address from internet , and know that you are one of the leading company in garment industry. We are interested in your No. MS1201 MEN’S DORM PANT, we hope to get detailed information on MEN’S DORM PANT, including prices 、colors , and all kinds of article numbers’samples , these are important for our reference. If your price and quality are attractive , we will place an order. Hoping for your early reply.
第二节建立业务关系的途径 一、电子商务及主要商务网站 （一）电子商务 在进入网络时代的今天，最具效率的寻找贸易信息和拓展业务的方法是利用Internet搜索货源信息和潜在的客户资源。通过Internet可迅速地获取客户的有关信息，并且通过Internet与客户联系的费用也不高，大大地降低了先期的成本和缩短了建立客户关系的时间。 电子商务通常是指是在全球各地广泛的商业贸易活动中，在因特网开放的网络环境下，基于浏览器/服务器应用方式，买卖双方不谋面地进行各种商贸活动，实现消费者的网上购物、商户之间的网上交易和在线电子支付以及各种商务活动、交易活动、金融活动和相关的综合服务活动的一种新型的商业运营模式。 电子商务主要模式是B2B = Business to Business，指商家(泛指企业)对商家的电子商务，即企业与企业之间通过互联网进行产品、服务及信息的交换。通俗的说法是指进行电子商务交易的供需双方都是商家(或企业、公司)，她（他）们使用了Internet的技术或各种商务网络平台，完成商务交易的过程。这些过程包括：发布供求信息，订货及确认订货，支付过程及票据的签发、传送和接收，确定配送方案并监控配送过程等。有时写作 B to B，但为了简便干脆用其谐音B2B(2即two) （二）主要商务网站 1.主要B2B商务网站https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, 2.主要搜索引擎https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, https://www.doczj.com/doc/1b9077192.html, 3.中华人民共和国商务部（https://www.doczj.com/doc/1b9077192.html,），网站设新闻发布、外经贸动态、外经法规、国际经贸动态、中国对外经贸统计等。 4.中华人民共和国外交部（https://www.doczj.com/doc/1b9077192.html,），网站上公布有外交部驻各国大使馆网站及联系方式，世界各国介绍及各国际组织相关内容。 （三）网上交易技巧 1.产品的发布技巧：注意公司产品网络展览室设计，那些上传的产品一定要配有好的图片，一个好的图片和产品介绍可以让客户对你的品牌或产品产生良好的兴趣。 2.产品信息的更新：即时更新你的产品, 尽量让你的产品信息靠前，这样买
Establishing Business Relations 建立业务关系 Specimen Letters 样涵 Letter 1: A firm’s letter to a firm concerned Dear Mr. Peng, Your company’s name has been given to us by the Bank of China, Shanghai Branch. We wish to buy quality tea and coffee cups and saucers of different shapes fully decorated with flowers or other design. If you can supply this type of merchandise, kindly airmail us a sample cup and saucer. Also, please enclose your pricelist and all suitable illustrations. We await your early reply. Truly yours, Fred Jackson Letter 2 A reply to the above Dear Mr. Jackson, We have received your letter with thanks. We are glad to inform you that we can supply quality tea and coffee cups and saucers of different shapes fully decorated with flowers or other designs. We are confident that our products will meet the requirements of the markets. Enclosed please find a catalogue and pricelist of the products you require. We are sending you by mail the samples you need. Waiting for your order. Sincerely yours, Xianjin Peng Letter 3 A firm’s letter to a firm concerned Dear Mr. Leeds, We have obtained your address from Internet and are now writing to you for the establishment of business relations. We are very well connected with all the major dealers here of light industrial products, and feel sure we can sell large quantities of Chinese goods if we get your offers at competitive prices. Please let us have all necessary information concerning your products for export. Yours faithfully, Ping Wang
英语商务信函格式范文 篇一：英语商务信函范文 建立办事处Establishment of new branch Dear Mr. / Ms, Owing to the large increase in the volume of our trade with this country we have decided to open a branch here, with Mr. Wang Lo as manager. The new branch will open on 1st March and from that date all orders and inquiries should be sent to Mr. Wang Lo at the above address, instead of to our London office. We take this opportunity to express our thanks for your cooperation in the past. We hope the new arrangements will lead to even better results. Yours faithfully 歇业Discontinuation of business
Dear Mr/Ms, With the demolition of our premises at the above address under a redevelopment scheme, the part of our business carried on there will be discontinued after the end of October. On Monday, 1st October, we are holding a closing-out sale. Stock on hand will be cleared regardless of cost. There will be substantial reductions in all departments and in some cases, prices will be marked down by as much as one half. Stock to be cleared is uivaled in both variety and quality. As the sale is likely to be well attended, we hope you make a point of visiting the store as early as possible during the opening days. Yours faithfully 更改名称和地址Change of name and address Dear Mr. / Ms,
中国医药行业渠道战略分析 市场营销081 张明风 学号: 20080504004
中国医药行业渠道战略分析 纵观中国医药产业，近几年来资本大力度重组、外企逐步渗透、医疗改革加快、国家监管力度加大，商业渠道快速变革，市场竞争格外的激烈。药品销售由于行业特殊性质的限制，渠道狭窄，见货率低，只有OTC可以通过大众媒体进行广告传播。所以对药品的销售来说，关键要掌握一个属于自己的全面深入的渠道网络。 就目前中国医药行业的发展来看，总体说来，医药行业在数量上会逐年下降，但从质量来看，每年都在提升。因为现在医药行业竞争越来越激烈，生存空间也越来越受到关注。要想更好的生存下去，必须要加大研发投入，不断进行新产品的研发，建立畅通的销售渠道网络，才会具有较好的竞争优势，才会在市场战争中生存下来。 一、中国医药行业的渠道环境、特征 医药企业的产品无外乎两种，处方药与OTC，由于产品特点的不同，因此在渠道模式上存在重大差异，处方药偏重于大客户直销，OTC更偏重于终端控制，同时拥有两类产品的企业在中国医药企业中是很多的，但真正能够发挥着两个产品线渠道的不同特点，形成相互协同效应的企业目前还不是很多。这一方面与企业的内部管理有关，另一方面也和医药行业不断变化的行业政策有关。 中国医药渠道正在向多元化、跨区域、横向纵深延展的立体渠道网络模式转化，纵向深度和横向宽度加大，分销和推广难度增加。特别在零售终端运作上对企业的整合营销能力和队伍专业化方面提出较高要求，跨区域大型连锁药店的快速发展也对企业的营销管理水平提出挑战，带有计划经济色彩的传统营销体系已不能适应商业渠道的快速变革，疲于应对。有的企业也根据商业渠道的变革进行
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