国际商务函电Chapter 13 Agency.ppt

Chapter 13 Agency代理¡13.1 Introduction¡13.2 Specimen Letters¡13.3 Notes to the Specimen Letters¡13.4 Focal Words & Useful Expressions¡13.5 Useful Sentences¡13.6 Skill Training & Exercises13.1 Introduction(简介)¡在国际贸易中，除厂由买卖双方直接逐笔洽谈达成交易外， 常常为厂开拓业务和简化逐笔谈判业务的繁琐步骤，可以根 据业务需要在一些国家和地区选择可靠的客户建立代理关系 (Agency Relation)，委托代理商在指定地区和一定期限 内享受代购代销指定商品的权利¡代理关系的建立，双方的权利与义务，是根据双方签订的代 理协调来确立的在这种关系下，被称为委托人的一方，授 权(Authorize)给被称为代理人(Agent)的另一方，由后 者代表前者与第三者订立合同或者从事其他商业行为委托 人对代理方按其经营金额，以佣金(Commission)的形式 支付酬金根据委托人给予代理人的不同权利，代理人可分 为独家代理( Sole Agent or Exclusive Agent)、一般 代理(Agent)和总代理(General Agent)。

返 回13.2 Specimen Letters(样函)¡Specimen Letters 1: Apply .for agency下一页13.2 Specimen Letters(样函)¡Dear Sirs，¡ For the past five years we have been selling your TCL Trump High-Definition Television Sets to wholesalers and large dealers in all pails of Pakistan and our clients are very much satisfied with your products. The styles and colors are very much to the taste of our market. We have built up a considerable number of well-established connections with excellent business results.¡ As we understand that you have no agent in Pakistan，we would like to offer our services.下一页上一页13.2 Specimen Letters(样函)¡ For your reference，we would propose a sale agency agreement for a duration of 50, 000，60, 000 and 70, 000 pieces for the first second and Third year respectively. On all sales, we are entitled to receive a commission of 15 %. During the validity of the agency agreement, we shall not handle any other foreign products of the same line and competitive types. The area to be covered by the agency agreement is confined In Pakistan.¡ If you agree to grant us the sole agency we will devote full attention to the development of your products on the Pakistan market and will go info the matter further.¡ We look forward to receiving your favorable reply. 下一页上一页13.2 Specimen Letters(样函)¡Specimen Letters 2: Decline the agency¡licatinn下一页上一页13.2 Specimen Letters(样函)¡Dear Sirs，¡ Thank you for your letter of the 31st October in connection with sole agency.¡ In reply，we wish to state that we appreciate your efforts in pushing the sales of our TCL Trump High-Definition Television Sets in Pakistan and we are satisfied with your work in the past. However, alter serious consideration，we do not think conditions are ripe to entrust you with the agency al the present stage as the sales volume mentioned in your letter under reply is too small for us to grant you the agency. 下一页上一页13.2 Specimen Letters(样函)¡To tell you frankly，the average annual quantity we sold to your country in the past few years is much larger than what you mentioned.¡ In spite of this，please do not misinterpret our above remark，which in no way implies dissatisfaction. If a bigger turnover can be realized to justify establishing the agency we would like you to represent us.¡ We hope you will agree with us on this point and continue placing orders with us as you have done so far.下一页上一页13.2 Specimen Letters(样函)¡Yours faithfully，¡China National Import & Export Co.¡ Zhang Rui Min上一页返 回13.3 Notes to the Specimen Letters (样函注释)¡1 .The styles and colors are very much to the lade of our market.¡式样和颜色很适合我们的市场。

¡2. We have built up a considerable number of well-established connections with excellent business results.¡我们已建立起许多巩固的关系，并有优秀的商务业绩¡3. For your reference，we would propose a sole agency agreement for a duration of three years with annual turnover of 50, 000，60, 000 and 70, 000 pieces for the firs，second and third year respectively.¡供贵方参考，我方建议订立独家代理协议，期限3年，第1年、 第2年和第3年的每年销售量分别为5万只、6万只和7万只 下一页13.3 Notes to the Specimen Letters (样函注释)¡5. However, after serious consideration，we do not think conditions are ripe to entrust you with the agency al the present stage as the sales volume mentioned in your letter under reply is too small for us to grant you the agency.¡ 但郑重考虑后，我方认为在现阶段委任贵方为代理的条件尚 未成熟，因贵方来函中商品的销售量太小，我方不能给予贵方 代理权。

¡6. To fell you frankly，the average annual quantity we sold to your country in the past few years is much larger than what you mentioned.¡坦率地告诉贵方，在过去几年中，我方平均每年销售到贵国的 数量大大地高于贵方所述的数量 下一页上一页13.3 Notes to the Specimen Letters (样函注释)¡7. In spite of this，please do not misinterpret our above remark，which in no way implies dissatisfaction.¡虽然这样，请不要误解我方上面所说，我方的话绝没有暗示 不满意¡ 8. You are kindly informed that we have decided to entrust you with the exclusive agency for our TCL Trump High-Definition Television Sets in the territory of Pakistan.¡ 谨此通知贵方，我方已决定委托贵方作为我方TCL工牌高 清晰电视机在巴基斯坦的独家代理商。

下一页上一页13.3 Notes to the Specimen Letters (样函注释)¡ 9. The exclusive agency agreement has been drawn up for duration of one year, automatically renewable on expiration for a similar period unless a written notice is given to the contrary.¡为期一年的独家代理协议已制定，期满自动续期一年时期， 除非书面通知表示反对上一页返 回13.4 Focal Words & Useful Expressions (焦点词汇和实用表达 )¡1.Focal Words(焦点词汇)¡(1) Electric。