商务信函的语用研究

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3.0 赵德峰 2024-11-19 4 4 435.4KB 53 页 15积分

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Chapter 1 Introduction

In the past 2 decades, China has been firmly pressing ahead to the outside world;

meanwhile foreign trades have been developing in full swing. So there is an increasing

demand for talents with a good command of business knowledge and communication

skills, which are indispensable in their routine work.

Among all kinds of business communications, 90% of them are transacted by

business correspondence. With economy and clarity, e-mail format business

correspondence has prevailed in trading companies. The research of this paper is based

on the authentic e-mail format business correspondences within the theoretical

framework of Cooperative Principle and politeness theories.

Fortunately having worked in the trading company, I have a chance to have access

to the trading process in person and have experiences in the business sector. When

communicating with my customers, I was frequently confronted with such a dilemma:

whether I just say go-ahead to their customers or should take action to make threat; if

action is taken, how strongly it should be? My friends working in trading companies

also complained to me that they sometimes could not bring the situation under control

when settling disputes. Therefore, I have a strong wish to make a research on business

correspondence. It is hoped that my thesis can provide insight for salesmen in trading

companies to improve their communication with customers.

All the data to be analyzed in this thesis are from my friends working in trading

companies, forwarder’s companies or shipping companies. I have collected around 300

business correspondences, of which 32 are selected for my research; these 32 business

correspondences are classified on the basis of trading process; lastly, according to the

previous classification, communicating strategies in business correspondences are

analyzed within the theoretical framework of CP and PP.

In chapter 2, firstly I review previous researches on business correspondence

briefly, which can be appreciated from two perspectives: stylistic approach and

pragmatic approach. As for stylistic approach, lexical and writing style are illustrated:

Fu Meirong(1999) and Hao Wenjie(2005) indicate that terminology, big words and

Meaning extension as well as accurate time expression are typical of lexical style,

while Xu Jun(2004) explains the writing style of business correspondence with data

demonstration, end-weight persuasion and you viewpoint. As for pragmatic approach,

Chen Chunjun (2003) elaborates on the 4 pragmatic functions of fuzzy language in

business communication: to create a friendly communication environment, to achieve

the optimal relevance, to protect the interests of the trading companies and to achieve

the flexibility in communication. Zhou Ruiqi (2001) analyzes the relationship between

apology strategies and CP and PP.

The Cooperative Principle and politeness theories are also introduced briefly in

chapter 2. In 1967, Grice put forward the Cooperative Principle with four supporting

maxims. The importance of this principle lies in two aspects: firstly, it is the first time

to interpret people’s conversation in terms of systematical rules. Secondly, when

violation of cooperation principle occurs, in one case, understanding is hindered and

the speaker should take action to remedy it; on the other hand, if the speaker does it

intentionally, then conversational implicature will arise. Politeness is a crucial element

of interpersonal communication. Leech introduces the politeness principle: Minimize

the expression of impolite belief; maximize the expression of polite beliefs. Brown and

Levinson have defined politeness as redressive action taken to counter-balance the

disruptive effect of face-threatening acts. Certainly, there is a ‘trade off’ relation

between CP and PP. The CP enables one participant in a conversation to communicate

on the assumption that the other speaker is being cooperative. The PP has a higher

regulative role than this: to maintain the social equilibrium and the friendly relations,

which enable us to assume that our interlocutors are being cooperative in the first

place.

In chapter 3, I briefly illustrate the trading processes. Based on the characteristics

of each process, business correspondences are classified into 3 major types: business

relationship establishing correspondences, quality and price negotiation

correspondence and dispute settlement correspondence.

In chapter 4, pragmatic strategy analysis will be carried out within the theoretical

framework of the Cooperative Principle and politeness theories, based on the previous

classification. For the analysis of business relationship establishing correspondence, 5

correspondences will be investigated to find out how salesmen establish business

relationships with their customers at this stage of business transaction. For the analysis

of quality and price negotiation correspondence, I will analyze 16 correspondences to

discover how salesmen and customer defend their own interests and can still reach

agreements. For the analysis of dispute settlement correspondence, 11 correspondences

Chapter 1 Introduction

will be investigated to find out how salesmen and customers solve disputes properly. In

general, it is found that each stage of business process is characterized by different

pragmatic strategies.

Chapter 2 Literature Review

This chapter is devoted to the literature review, in which previous contributions

made by the researchers on business correspondence have been remarked and that the

Cooperative Principle and politeness theories have been presented.

2.1 Previous Studies on Business Correspondence

Business correspondences have attracted the attention of researchers in this area.

Their contributions can be appreciated from the following two perspectives: stylistic

approach and pragmatic approach.

2.1.1 Stylistic Approach

In the papers by Fu Meirong(1999), Li Ming(2004) and Xuju (2005), the styles of

business correspondence have been explored in great detail. Their studies center on the

lexical style and writing style of different types of business correspondence.

(1) Lexical Style of Business Correspondence

The previous studies on the lexical style of business correspondence revolve around

the terms such as terminology, and features of big words, meaning extension and time

expression, which will be expounded as follows:

(a) Terminology

Terminology in business such as FOB and CIF is defined by the International

Chamber of Commerce. These terms are often employed when salesmen make offers,

which can make their correspondences concise, tight and accurate. It can be

exemplified in 1).

1) Secondly we need prices of the following materials per sq. foot (and not square

meters) CNF C2% (add our commission @ 2% of CNF) on 120 days DA terms

and sight L/C terms.

These terms like FOB, CNF C2% and CIF must be used when a salesman makes an

offer. (CNF C5%= cost + freight inclusive of 5% commission)

Chapter 2 Literature Review

L/C and T/T are means of collecting moneys, which will definitely come up in the

quality and price negotiation correspondence. L/C is Letter of Credit while T/T is that

of Telegraphic Transfer.

(b) Big words

Although big words might distance salesmen from customers, they still tend to

make use of them to show a sense of formality or technical expertise, such as:

2) The duplicate shipping documents including L/C, invoice, packing list and

inspection certification were airmailed to you today.

3) We are very pleased to advise you that you order NQ002 has been dispatched

in accordance with your instruction.

In 2), duplicate refers to the copy while to dispatch means to deliver in 3).

In terms of lexicology, meaning extension means that the term has extended to

cover a broader concept. In business, we may come across some words, whose

meanings vary in a certain context from that of our daily use. Often these words

differentiate the responsibilities of salesmen from that of customers. Examples of 4)

and 5) can demonstrate this point.

4) We therefore suggest that you approach the shipping company for compensation

or take up the matter with the insurance company who has covered you on the

said consignment against the Risk of Breakage.

5) Upon receipt of the seller’s delivery advice, the buyer should, 15 to 20 days prior

to the delivery date, open a transferable, irrevocable letter of credit in favor of

the sellers for the amount equivalent to the total amount of the shipment.

In 4), Risk of Breakage is a type of insurance. From the context, we infer that to

cover is to tackle the insurance, not to hide something. In 5), once trading companies

transport their products onto the ship, he should notify his customer. This kind of

notification is “advice”, which is not a suggestion.

(d)Time expression

Accurate time expression is so important for business transaction, that salesmen

and their customers always take time to make it clear. Once products were not

delivered or certain certificates were not sent on time, the previous efforts would be

futile and disputes would arise at the same time.

6) Shipment will be effected on or before Sept. 20th, 2005.

7) The L/C will expire before Sept. 20th, 2005.

In6), the shipment can be executed on the Sept. 20th, or can also be done before that

day; in contrast, Sept. 20th is not included in the expected time period, which means

L/C can not be exchanged on 20th.

(2) Writing Style in Business Correspondence

According to the degree of formality, language can be classified into five styles:

‘frozen’, ‘formal’, ‘consultative’, ‘casual’ and ‘intimate’. Business correspondence is a

kind of formal style. As a formal writing style, business correspondence has its own

characteristics, on which many researchers have made their researches such as Xuju

(2005) and Hao Wenjie (2005). Their studies depend on data demonstration,

end-weight persuasion, you-viewpoint and euphemism.

(a) Data demonstration

Data demonstration is one method for salesmen to arrange their information in

column or chart. When salesmen make offers on a series of products, they often turn to

data demonstration, which make their correspondences concise. The following

example can show the strong points of data demonstration.

Part No. Description Quantity Unit price

N01 flange 1000pcs 2.0 USD

B02 bolt 3000pcs 0.5 USD

G05 roller 2000pcs 3.0 USD

(b) End-weight persuasion

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摘要：

Chapter1Introduction1Chapter1IntroductionInthepast2decades,Chinahasbeenfirmlypressingaheadtotheoutsideworld;meanwhileforeigntradeshavebeendevelopinginfullswing.Sothereisanincreasingdemandfortalentswithagoodcommandofbusinessknowledgeandcommunicationskills,whichareindispensableintheirroutinework.Among...

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