国际贸易实战操作教程样章GM02.doc

第二章 出口报价核算与发盘操作 【引例2-1】 张磊在得到资深外贸业务员和经理的指点后，考虑到自己的实际情况和公司的经营优势，决定将出口商品定位于纺织服装产品。他用近三个月的时间到工厂车间进行实习，了解产品的种类、规格、性质、包装、生产工艺和生产能力等，然后通过各种方法了解纺织服装的国内外市场行情。做好必要的业务准备以后，张磊有幸跟随经理参加了一次广交会，在广交会上张磊结识了来自阿联酋太阳公司的经理Peter White。Peter White对从中国进口梭织男童夹克非常感兴趣，双方交换名片后约定会后尽快联系。广交会结束后，张磊就收到了Peter White的电子邮件，欲从中国购买全棉男童夹克，询盘函(Inquiry Letter)内容如下： SUN CORPORATION 5 KING ROAD，DUBAI，UAE TEL: +971-4-3535111 FAX: +971-4-3535112 E-MAIL: PETER@SUN. COM TO: HUBEI TIANHE INTERNATIONAL TRADING CO., LTD. ATTN: ZHANG LEI DATE: OCT. 21，2007 Dear Sirs， It was a pity that we didn’t have the chance to talk with you in detail during the GUANG ZHOU Fair.We are very interested in your Boys Jacket，Style No. BJ123. But, the shell changes to 100% cotton and the lining is 100% polyester. It would be appreciated if you could quote us your best price in USA/pc on CIF DUBAI including 5% commission for 5000pcs. 30% of sales proceeds will be paid by T/T before shipment and the balance paid by T/T after we receive the shipment. Besides, the commodity must be delivered before Jan. 15, 2008. Meanwhile, we would like to have one sample of the above items for our customers to test before we place a firm order. Please mail it by DHL as soon as possible. We will pay the courier change via DHL NO. 996 785 666. If the lab tests go well, and your price is competitive, we’d certainly be able to place the order. Looking forward to hearing from you. Yours sincerely， SUN CORPORATION Peter White Manager 【分析】 (1) 机会总是留给有准备的人。张磊在广交会前对商品及其市场行情做了充分了解，为其结识国外客户奠定了扎实的基础。 (2) 交易磋商是买卖双方，各项以达成交易的过程在国际贸易中，这是一个十分重要的环节。磋商(Inquiry)、发盘(Offer)、还盘(Counter Offer)和接受(Acceptance)4个环节。其中发盘和接受是达成交易、合同成立不可缺少的两个基本环节和必经的法律步骤。以上电子邮件是一个询盘。 (3) 因为张磊遇到的是新客户，在出口报价前一定要进行必要的客户资信调查，同时对将要交易磋商磋商 图2-1 国际贸易磋商的基本步骤 进出口业务关系的建立，主要是通过信函和电子邮件等国际间货物买卖磋商的主要载体来完成。建交目的是为了有效传递交易信息，表示交易愿望，因此，建交函电内容应