招商信函
出处：按学科分类—社会科学总论 中国建材工业出版社《中国文书大典下卷》第2055页（15489字）
【简介】：
在国际商贸活动中，所谓招商(Proposal of Business)，即某国际贸易商在拟定推销目标或购买目标后，通过各种途径和手段，向国外贸易商提出进行交易的意图和建议。这是国际商贸活动实质过程的开端。
完成市场调研后，就要开始寻求合适的交易对象，即招商。一般可以通过下面的途径获悉交易对象的有关信息：
(一)依据自己公司的国外分支机构、代理商及旅行推销商(Commercial Traveler)等。
(二)通过国内外工商协会等的介绍，例如中国对外贸易促进会、美国纽约工商协会、日本贸易振兴会、北美事务协调会、东亚关系协会等。
(三)有信用的客户或其他同业者的介绍。此不失为一种简便的方式，这样做可以使双方免除信用调查的麻烦。交易双方若先通过第三者的介绍，还可以避免唐突冒昧。
(四)通过交易银行。与银行关系良好，可获悉一些资信状况较好的国外客户的名称和地址，然后再去函招揽。
(五)外国驻本国领事馆、大使馆或其他政府派驻的商务机构的介绍。有些货品的出口，须通过进口国的大使馆或领事馆签发领事发票。大使馆或领事馆往往没有商务参赞，通过与其交流，也可以攫取有用的商贸信息。
(六)参阅有关工商界的机关报、通报、综合目录、工商人名录及公司目录等，例如《Kelly’s Direetorv of Merchants》， 《Dun & Bradstreet International MarketGuide》， 《Manufacturers and Shippe rs of the World》等。
(七)在发行范围广泛的国际性商贸专业杂志或其他传播媒介上刊登广告，这样可以吸引购买商的注意。当然，亦可由上述传播媒介上得知一些出售商的信息。
当选定了合适的交易对象后，紧接着的就是去函给选择的交易对方，这便是招商信函。写招商信函，如同建筑打地基一样，开头总是比较困难的，何况有时要和素昧平生的外商打交道!另外，招商活动往往是伴随着询盘或报盘的，因而有时招商信函的内容也包含着询盘或报盘的内容。
招商信函内容不可或缺的项目是：
(一)开场白：告知怎样获悉对方的公司名称和地址，例如是通过某人或某公司、某机构的介绍等。这须在开场白中先行交待清楚，给对方留下“礼貌”的印象。
(二)表明交易的愿望，以诚恳的态度促成对方的合作，期望对方给予交易的机会。
(三)作简单的自我介绍，附记本公司的历史背景、营业范围、财务状况等。若是出口商，可附产品目录和报价单，或可同时附上样品等。若是进口商，亦可以报本地市场行情，以诱发对方的销售意念。
(四)发函者希望交易的商品名称、数量、品质、价格及支付条件和交割条件等。
(五)主动告知对方本公司的往来银行，或请对方告知其往来银行，以便进一步作信用查询。对信用的查询，除了往来银行外，还可以是往来的公司、商号等。
(六)结尾用语：请求对方回覆，例如：“盼候大函”之类的语句。
【范例】：
建立贸易关系函
Dear Sirs：
Your name and address have been secured from our Chamber of Commerce who state that you are interested in forming import and export connections for various commodities and productS．
In the event you have not yet established definite connections，we would like to have you consider ourselves．While our firm was established to act as distributors of motor parts’we are interested in building suitable and lasting trading connections throughout the world．
We would like also to handle one or two goods lines from your country which could be distributed throughout the United States at competitive prices，and which would be conductive to establishing a steady supply and lasting market．
We should be most happy to receive a reply from your goods firm outlining your views，desires and proposals，and how in your opinion we could work for our mutual benefit．
We now await your early reply with interest．
Very truly yours，
敬启者：
我们从商会那里看到贵公司的名称及地址，得知你们有兴趣建立进出口商品的业务联系。
如贵公司在本地尚无固定客户，希望考虑以本公司为交易伙伴。本公司经营汽车配件，
我们希望在世界各地建立适宜而持久的贸易关系。
我们也愿意从贵国进口一两种优良产品，以有竞争力的价格在美国销售，以期能够持续、长期占领市场。
我们希望聆听贵公司的意见、要求及建议，以及如何才能使双方协力工作，互惠互利。
恭候回音。
敬上
建立商务联系自荐函
Dear Sirs，
We take pleasure in sending the introductory letter，hoping to establish business relations with you and exchange what one has for what one needs．
We enclose our latest catalogue and price list in order that there might be some motor parts you happen to be interested in．
Upon receipt of your specific inquries about any type of motor parts，we’ll give you our favorable quotations，as we produce the goods by ourselves and export i t directly to you．
We would appreciate if you give uS an opportunity to serve you．
Yours faithfully，
Dear Sirs，
Our market survey shows that in the coming years there will be considerable demand for electronic goods．We are importers of electronic goods and we learned from“Asia Trade News”that you’ve dealed with the portion of electronic goods for many years．
If you have interest in supplying，we would place regular orders with you．We are sure that there will be large scope for business development between us．
Please send us the necessary information about your export products．
Yours faithfully，
敬启者：
我们很高兴给贵公司寄去这封自荐信，希望能够与贵方建立业务关系，互通有无，互惠互利。
最新的商品目录和价目单随函附上，希望你对其中的某些汽车部件会感兴趣。
一旦收到你方的询函，我们会向你报上最优惠价格，因为这些都是我们自己生产的产品而且又能直接出口给你方的。
希望能有机会与你接洽。
敬上
敬启者：
据我们对市场的调查表明，在今后的几年，这里对电器将会有大量需求。我们是经营电器的进口商，最近我们从《亚洲贸易信息》上了解到贵公司已从事电器出口多年。
如果你们愿意提供电器产品，我们将定期向你订购，长期合作。我们相信我们之间的业务往来一定会有很大的发展余地，前景广阔。
请寄给我们有关你们出口产品的一切必要资料。
敬上
初次联络信
Dear Sirs，
We are indebted for your address to the Commercial Counsellor of your embassy in London who informed us that you are in the market for textiles．Therefore we are now writing you in an attempt to establish business relations with you．
We have been exporting textiles since 1 935 and have a great number of customers in southeast Asia．Here we enclose our latest catalogue and two sample books for you to select the arti cles that interest you．
Yours faithfully，
Dear Sirs，
We learn from SME Co．Ltd．that you are a prominent exporter of textiles in Taiwan．So we shall be happy to initiate direct business relations with you at an early date．
We are keeping in touch with most of the texitle dealers in our city and undoubtedly we are capable of selling large amount of texile if you offer your goods at competitive prices to us．
We look forward to hearing from you soon．
Yours truly，
敬启者：
我们从贵国驻伦敦使馆商务参赞那里得悉你公司的地址，参赞先生告诉我们贵公司正准备进口纺织品，所以我们特地去函想跟贵公司建立业务关系。
自从1935年以来我们一直经营纺织品的出口，在东南亚有许多客户。现附上最新的商品目录和两本样品说明书，供你挑选你感兴趣的产品。
敬上
敬启者：
我们从SME公司了解到贵公司是台湾纺织品的主要出口商。因此我们很想尽早与贵公司建立直接的商务关系。
我们公司跟这里的许多纺织品经销商一直保持良好的业务关系。假如贵公司能给我们优惠报盘，毫无疑问我们能够销售大量的纺织品。
盼早赐回音。
敬上
征购函
Dear Sirs，
I take the liberty of introducing to you my firm as an export merchant．
My firm is specialized in the export of goods to the Eastern Asia markets for over 25 years and well aquainted with the trade in the Far East．I should be glad if I could be of service to you by offering to you the American goods which may be of interest to you，such as Chemicals and the similar lines which are obtainable in United States at favourable prices．It is essential，however that you would give me your enquiries with all the necessary particulars，with a view to getting the rock bottom quotations．
As to payment，l would be quite prepared to meet your wishes whenever possible and you will kindly state these when replying．
With regard to references of my firm，I refer you to the banks mentioned in my letter head．You will be kind enough to let me have a few references when replying．
Trusting soon to hear from you，I remain，dear Sirs．
Yours faithfully，
敬启者：
兹向贵方作一介绍，本公司为出口商行，专门经营美洲大陆商品销往东亚市场的出口业务，迄今已二十五年有余，故精通远东贸易。本公司愿为贵方服务，提供贵方感兴趣的美洲大陆商品，如化工产品及其他类似的产品。我方可在美国以合适的价格购进上述商品，敬请函告贵方实际所需的品目和能接受的底价，以便我公司以优惠价格报盘。
关于付款条件，我方将尽可能的符合你方的要求，请在复函中说明。
关于本公司情况的证明，请向我信头处所列诸银行了解。贵方复函中如能介绍一些情况供我参考，将不胜感激。
深信，不久将会收到贵公司的回音。
敬上
促销函
Dear Sirs，
In the field of fruit preserves，English jams and marmalades have been regarded as the best for a century and a half．Competition has not affected their quality or attraction．
English fruit farmers supply FARMERS with the best quality products from their orchards and gardens Fresh citrus fruits are imported from Spain and Israel all the year round．Careful selection and preserving ensure the quality of the well－known FARMERS jams and marmalades that supplied to stores all over the world in l lb jars or 2 lb tins．
Please refer to the enclosed price list，and let us know your requirements on the form attached．You may be able to profit from special terms on your initial order．Delivery can be made shortly after we receive your order．FARMERS look forward to hearing from you soon
Yours faithfully，
敬启者：
在水果加工领域，英国果酱和桔子柠檬酱在一个半世纪以来一直被认为是同类中最好的产品。竞争并未影响其质量和减弱其魅力。
英国的果农们为“农夫”公司供应的是自己果园中最优质的水果。新鲜的柑桔类水果全年从西班牙和以色列引进。精挑细选和科学的加工确保了闻名遐迩的“农夫”牌果酱和柑桔酱质量优良。在世界各地的食品店中均可买到1磅一瓶装或2磅一听装的“农夫”果酱。
随函附寄的价目单供您参考，您也可以将您的要求填写在附寄的表格上寄回给我们。在首批订货中您可以享受到特别优惠条件。接到您的订货单我们很快就可以交货。“农夫”公司殷切地盼望您的回音。
敬上
推销函
Dear Sirs
Canned food is the special local product in our district．And we are manufacturers and exporters of a complete line of canned food，including canned mushroom meat，asparagus，sardin fish etc As we are in a position to export these goods to you directly without any middlemen in between，we can offer you producer price which is much lower than you expected．
We are pleased to mail you our latest catalogue and price list．Also we，by postal parcel，send you some of the samples for you to judge whether the goods cater to your taste and match the prices
If you happen to show interest in some of them，please feel free to write us．
Yours faithfully，
敬启者：
罐头食品是本地特产。我们生产和出口的罐头食品种类多，有香菇肉酱、芦笋、沙丁鱼等，而且我们能够不通过中间商而直接将产品出口给你。我们的出厂价显然要比你预计的价格低得多。
随函寄给你最新的商品目录和价目表。另外，我们用邮包寄给你一些样品，让你自己判断这些商品是否物美价廉。
如果你对其中的样品有兴趣，请与我们联系。
敬上
试订货函
Dear Sirs，
Further to our letter of 24th instant，we have been successful in obtaining a small trial order of lighters you sent us sometime ago，as per the particulars given in the order sheet attached hereto，and shall be obliged if you will kindly let us have your Sales Note in duplicate mentioning the prices we have stated in the indent，and as soon as we receive this，we shall include this in the letter of credit which we will be opening in respect to the other orders we have alreadv placed with you The difference in price should be placed to the credit of our account，and Dlaced follow the instructions we have given in respect to our last order，and the documents should be in the same manner as the ones you have already sent us．In this case too，we have undei taken to import the goods under our own name．And therefore the Sales Note should be under our own name and licence．
There is every possibility of obtaining some good orders for Gents and Ladies Fountain Pens of good quality，and if you can supply these，we shall be obliged if you will le t us haveimmediately on receipt of this letter various samples，together with your C I． F．C．prices Please give the matter your early attention．
Yours fai thfulry，
敬启者：
本月24日函谅已收悉。蒙贵公司寄来打火机样品，我们已成功地争取到一批小领(试)订单(详见随附的订购单)。请按我订单所列价格，立即惠寄你方的销售合同一式两份，我方将不胜感激。
待收到该销售合同后，我方将与前期的其它订单一并开出信用证。单价的差额部分，请记入我方贷方帐户。按照我方上次订单的要求，(全部)装运单据必须与你过去所提供的相同。此事，还必须以我公司的名义进口。为此，销售合同也必须使用我公司的名称和许可证。
有关绅士及女士用高质量的钢笔一项可望获大量订单。如贵方能供货，见信后，请立即惠寄各种样品及其成本加运费、保费、含佣金的报价。
敬请及早予以安排。
敬上
希望再订货
Gentlemen：
This is to express our hope that your recent purchase is giving you entire satisfaction．We belive that it was the best buy you have ever made．we may hereafter have the pleasure of numbering you among our best and regular customers．Asat isfied customer is the best advertisement we can have，and our proudest boast is that we get a targe portion of our trade just in that way．
But if now or at any time in the future you feel that you have any cause for dissatisfaction，lei us hear from you at once，and we will go the length of making it right．May we ask you to use the enclosure to let us know whether everything is all right up to this time，and whether we may take the pleasure of doing business with you in the future?We shall appreciate this courtesy very much．
Very truly yours，
敬启者：
值此表示敬意。我们希望，贵公司对最近从我处购进的货物感到十分满意。我们相信这是你方从未买到过的好货。今后，我们愿将贵公司作为最好的顾客之一。能使客户满意，就是最好的广告。我们在贸易上一向采取这种做法，并引以自豪。
无论现在或是将来，如贵方对我们有感到不满意之处，敬请即刻通知我方，我方定当纠正，并在今后使之更加完美。请利用寄上的附件，告知当前的情况是否正常，今后能否继续给予照顾、有与你方进行交易的机会。如能获得示复，当不胜感激。
敬上
向银行查询新客户资信与经营情况
Dear Sirs，
Credit Inquiry on The ASM．Co．
The subject company has recently contacted us asking if they could represent us in the sales of toys in U．S．．We would highly appreciate it if you would furnish us with reliable information on its business and financial status，also its ciedit worthiness．
Any information you give us would be i reated in strict confidence．
Yours truly，
Dear Sirs，
The firm in question has been keeping an account with us for 3 years，during which they always settle their account in time．They have abundant financial reserves．Moreover，this firm gets in touch with a lot of dealers in the relative market and enjoys high reputation in the business circles．Their manner of doing business is quite satisfactory．
The above information is only for your reference and without any responsibility on our part．
Yours truly，
敬启者：
对ASM公司的信用查询
ASM公司最近与我方联系，询问能否作为我方在美国销售玩具的代理。
如贵行能提供该公司的业务，财务和信用情况，我方将不胜感激。你们提供的任何资料，我们将严格保密。
敬上
敬启者：
贵公司函询的那家公司与我行的帐户往来已有三年，在此期间他们总是按时结帐。该公司资金雄厚，而且跟相关市场的许多零售商有往来。该公司在商业界享有盛誉，经营作风令人钦佩。
以上提供的资料仅供参考，我方不负任何责任。
敬上
向客户直接查询信用与经营情况
Gentlemen：
Referring to your letter of May 4 and our reply of May 1 0，we have instructed our Mailing Department to send you a complete set of catalogs covering our equipment．
In order that we may evaluate your company along with the others who have solicited our account for Singarpore，we would like you to give us the following information：
History of your firm．
Name，and age of partners or board of directors．
The present capital of your organization．
Your bank references in the United States and in Singarpore．
List all of the American companies whom you represent，also any other companies you represent．
Do you have service facilities for handling heavy machinery，including facilities and personnel for servicing equipment in the field?
Do you purchase for your own account，for resale?
What are the prospects for our type of equipment in your country?
We are looking forward to your early reply．
Very truly yours，
敬启者：
按照5月4日贵方来函与5月10日我公司的回函，本人已责成我公司秘书科，将本公司有关设备的全部目录一份寄给了贵公司。凡希望与新加坡公司交易，均须先做一番调查，为此恳请告知以下各项：
贵公司历史；贵公司的合伙人或全体董事的姓名、年龄；贵公司现在的资本总额；贵公司在美国或新加坡的信用查询银行；贵公司担任代理业务的美国公司或其他国家公司的名称；同类行业内贵公司现存的设备、重型机械及为设备服务的职员人数。贵公司的进口是否是为自己的损益进口还是为了转售?贵国对本公司的设备等各方面评价如何?
盼望早日答复。
敬上