第五章还盘

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,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,ones,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.,We would like to place repeat,继续的，重复的,orders with you if you could reduce your price at least by 3%. Otherwise, we will have to shift,转向,to the other suppliers for our similar request.,We hope you will take our suggestion into serious consideration,考虑,and give us your reply as soon as possible.,Yours truly,例,3,Dear Sirs,Thank you for your letter of August 2 quoting for,black tea,红茶,at $1000 per case of cartons,硬纸盒（或塑料盒）, but we regret that at this price we cannot place an order. We are working,签订,to,a number of,long term contracts under which it is impossible for us to revise,修改,our prices and had your own prices been within our reach,承受，接受,we could have placed regular large orders.,We therefore hope you will reconsider your quotation and find it possible to offer a lower price, calculated,计算,on the basis of,以,为基础,monthly order for a minimum of fifty cases.,Faithfully yours,二、卖方拒绝降价的还盘信函,拒绝降价就是对买方提出的价格条件的否定还盘。这样的还盘信要注意强调坚持原价并阐述无法降价的理由。例如，正处在销售旺季，已收到对方所在地区进货尚的大量订单；销售利润已低至极限；着眼点应在该商品的质量上等等。或者推荐对方购买与所要求价格相近的，价格较低的替代商品。,例,4,Dear Sirs,Thanks for your letter of April 12. We regret to find that we didnt agree on the price.,Much as we would like to,cooperate with,合作,you in expanding sales, we are regretful that we can not accept your counter-offer, as the price we quote is rather realistic,现实的,. Through our study of your market situation, we are confident our offer,定价,is competitive. As a matter of fact, we have received a lot of orders from many countries at that price.,If you could accept our price after careful consideration, please do let us know.,On account of,由于,a limited supply available,可利用的,at present, we would ask you to act quickly.,We are looking forward to your early reply.,Yours sincerely,例,5,Dear Sirs,We have carefully considered your counter-proposal,还盘提议,of 20 August to our offer of porcelain wares, but very much regret that we cannot accept it.,In fact, the prices quoted in our letter of 15 August leave us with only the smallest margins,利润, and are lower than those of our competitors for goods of similar quality.,The porcelain used in the manufacture undergoes,经过,a special patented,专利，专门,process, which preserve originality,保持创意,and increases durability,提高耐久性, the fact that we are the largest suppliers of porcelain wares in this country is in itself evidence,证明,of the,good value,卓越品质,of our products.,We hope you will give further thought to this matter, but if you then still feel you cannot accept our offer we hope it will not prevent you from approaching,往来,us on some future occasion. We shall always be happy to consider carefully any proposals,建议,likely to lead to business between us.,Sincerely yours,，,三、卖方作出降价让步的还盘信函,作出降价让步就是对买方提出的价格条件有条件地进行减让的反还盘。这样的还盘信要注意坚持原报价的合理性、突出给予降价让步的动机和意愿。例如，原报价符合市价；考虑到以前获得的帮助、双边的贸易关系；为发展与对方的业务等。还要明确降价的幅度和实现降价的附带条件：数量折扣、规定日期内订货的折扣等。,例,6,We have received your letter of Feb. 27 and in your letter you mentioned,提及,that you found our quotation for the above mentioned commodity too high to accept.,You explained that the similar goods of,Spanish origin,西班牙产,have been offered at a price about 10% lower than ours. While we do not doubt,怀疑,what you said, we are sure that the quality of the Spanish goods is far from being comparable to ours.,However desirous we are to develop trade between us, we very much regret that we cannot accept your counter-offer. The best we can do is to allow you a 2% reduction in price. Please note this is the best we can do and we hope you will accept it. As our stocks are running low, it is advisable for you to make an immediate decision.,We are looking forward to your favourable reply.,Yours faithfully,例,7,：（作出降价让步但附加条件）,Dear Sirs,We acknowledge with thanks receipt of your enquiry of June 1, and are pleased to hear that you are interested in our porcelain wares.,In the letter, you asked us for a special price discount of 5%of the price list. While appreciating your order, we feel we must point out that our listed prices have already been cut to the minimum possible, and our goods are unobtainable elsewhere at our rate. We are sure the good quality of our products and reasonable price will equip you with great competitive edge in your market.,We should, however, be pleased to allow you the requested 5% if you care to raise your order to 6,000 sets and we await your confirmation before putting the matter in hand.,With our best regards.,Yours faithfully,，,四、要求提价的还盘信函,对原定价格的提价或是对对方价格条件的还盘：由于某些不利因素的影响，卖方对双方曾经同意的某种商品的价格上调。这样的还盘先要注意说明提价的客观性：商品市价在上扬、材料价格上涨、运输费用的提高等。,例,8,Dear Sirs,We wish to inform you that we have increased the prices of the porcelain vase we quoted you in our letter of May 16 by 2%. Our new prices will take effect on May 21 and we will keep this offer for two weeks.,There are two reasons for the rising of the prices. First, the rise in freight cost due to the explosion of oil prices; second, the increase in the prices of materials.,We know frequent changes of prices are the most unwelcome, but we need to cover the increasing costs and can not keep the original prices any more. In fact, the new prices are still about 2% below the market level. The reason why we offer the low prices is that we would like to continue our business with you. Furthermore, we are confident the good quality and fashionable designs of our vases will help you a lot to stand firmly in your market.,We wish you will place your orders as soon as possible.,Yours faithfully,还盘实用句型,We regret to say that your quotation is out of line with the prevailing market at this end, so it is difficult for us to accept it.,As you dont agree to reduce your price , we will have to purchase the goods elsewhere.,The offer is firm (good/open/valid) subject to your reply by 6 p.m., Beijing time, Wednesday, May,.,We would like to point out that it is our practice to set a smallest quantity for any sale, which enjoys a special price discount of 2% of the pricelist.,We feel we must point out that our listed prices have already been cut to the minimum possible, and our goods are unobtainable elsewhere at our rate.,Information here shows that the makes you offered can be purchased from other sources at much lower prices.,With your price Im afraid youll stand very little chance of obtaining the business.,We are of the opinion that if you could increase your order to 3000 pieces we would allow a 5% discount.,Taking into consideration our friendly business relations, we would exceptionally comply with your request by reducing our price to $25 per piece CFR San Francisco.,In view of the fact that we have done a lot of business with buyers at this price, we can not reduce any price any further.,