Chapter 14
Goodwill Messages  (善意信函)

Section 1  Introduction
Section 2  Specimen letters
Section 3  Useful Expressions (Self study after class)
Section 4  Guide to Writing
Section 5  Exercises

Section 1  Introduction

Goodwill (善意) means what outsiders (外人) think about your company.

All communication contributes to your and your company’s image (形象).

The creation (建立) of goodwill is an important part of all business messages.

Some messages are exchanged purely in the interest of (为了) goodwill.

Section 2  Specimen Documents

    Specimen 1: Greetings (问候)

One of the genuine (真正的) joys of the New Year season is the opportunity it affords of expressing our appreciation (感谢) to our friends.

It has been a year of pleasant dealings (交易), Mr. Jones.

May the next 12 months bring you prosperity and happiness.

Specimen 2: A covering card message for sending gifts (送礼物的贺卡信息)

With compliments (敬意), twenty calendars (日历) for the year 2013 and ten pocket diaries (袖珍日志).

Specimen 3: Letter of thanks

I am writing to thank you for your kind hospitality (好客) during my recent trip to London. The factory tours and discussions were both instructive (有受益的) and interesting. It is always good to see how the products are manufactured and have the opportunity to exchange ideas about their demand.

I hope that I will have the opportunity to return your kindness the next time you come to China.

I look forward to seeing you at the next October Guangzhou fair.

Specimen 4: Apology for cancelling an appointment

I am so sorry that I had to cancel our meeting yesterday at such short notice (临时通知). As my secretary explained to you, an urgent matter came up which I had to deal with immediately.

I understand our appointment (约会) has been rearranged for next Tuesday 12 May at 11.30 am. Perhaps we can extend our meeting over lunch.

 

Specimen 5: A formal invitation (invitation card)

The Directors of Wilcox International request the pleasure of the company of

Mr and Mrs John Edwards

at a Reception (招待会) in honour of (纪念) the 25th anniversary of the foundation of the company

at Sea Club on Monday 10 November from 6.30 p.m. to 8 p.m.

R.S.V.P. (敬请回复)  Secretary of the Board

    Tel. ...

Specimen 6: A semi-formal invitation by letter, fax or email

We would like to invite you to attend the opening of our new factory on Friday 4 May.

The opening ceremony (开业典礼) will begin at 3 pm and end around 5 pm, after which there will be dinner at 7 pm.

We hope you can find time to accept the invitation and look forward to seeing you.

Specimen 7: Formal message of congratulations on a promotion

I would like to convey (表达) my warm congratulations (祝贺) to you on your appointment (任命) to the Board of Electrical Industries Ltd.

My fellow directors and I are delighted that many years of service you have given to the company should at last have been rewarded (回报) in this way.

We all join in sending you our very best wishes for the future.

Specimen 8: Message of condolence (吊唁) to a customer

I have just learned with deep regret of the death of your wife.

There is not much one can say at a time like this, but all of us at Hawkins Metals who have dealt with you would like to extend our sincere sympathy (同情) at your loss.

Please include us among those who share your sorrow (悲痛) at this sad time.