不同的文化背景，导致商贸往来过程中所关注的细节以及重点并不相同，我国历史传承悠久，在商业交往中也充满了儒雅的风范，其实说白了就是客套话很多，即使在现代商务往来中已然用上了电子邮件，但是这些文字沟通方式依然秉承了我国商贸往来客套话多的特点。在对外贸易中一些工作人员撰写发盘函，想要突出新意，并不按照发盘范文格式套入，而是加上了很多客套话，这就让外商很难接受了。
例如：
Mr. James:
Thank you very much for taking the time out of your busy schedule to learn about our products, and very much hope to establish business relations with your company, your company in China has a high reputation, is the benchmark enterprise in the industry, if you can reach a cooperative relationship with your company, we will be honored, you are in the profession of the industry. Knowledge is also highly regarded by us.
Mr. Bill, the purchasing department of your company, has contacted us before. Mr. Bill has expressed great interest in the kitchen cleaning equipment produced by our company. Here is a quotation for the kitchen cleaning equipment we produce.
The kitchen dust collector is 25 dollars. Soot cleaner $15, special dry-wet dual-purpose clean wipe $20, multi-purpose dishwasher $105, non-oil decoration hanging decoration $45, some other commodity prices are detailed in the appendix. (If the above quotations are for offshore products, we will adjust the relevant prices according to the market conditions before the contract is reached). We prefer the fastest way of arrival for our shipment. All the products are covered by insurance (the insurance company will decide according to the actual situation).
We hope to conclude a business partnership with you as soon as possible. We are waiting for your good news. We hope to get your personal phone number and email address for our future contact.
Be careful
Manager Zhang Zheran
如果仅仅是从格式来讲，以上内容没有任何问题，我们来看一下中文表述，这篇发盘函是这样的
詹姆斯先生：
非常感谢您百忙之中能够抽出时间来了解我们的商品，非常希望与贵公司建立商务关系，您所在公司在中国所具有的知名度很高，是行业中的标杆企业，如果能够和您的公司达成合作关系，我们将倍感荣幸，您在行业中的专业知识也是我们极为景仰的。
之前和贵公司的采购部门比尔先生有过接触，比尔先生表示对我公司所生产的厨房清洁设备非常有兴趣，在这里就将我们所生产的厨房清洁设备报价给您做一下介绍。
厨房专用除尘机25美元。油烟清洁剂15美元，专用干湿两用清洁擦20美元，多功能洗碗器105美元，不沾油装饰挂饰45美元，其他一些商品价格详见附录。(如上报价皆为离岸产品报价，在未达成合同前，我方会根据市场行情对相关价格做调整)我方发货优选最快产品抵达方式，所有产品均有保险(保险公司根据实际情况待定)。
希望能够尽早和贵公司达成贸易合作伙伴关系，我方静候佳音，希望能够获得您的个人电话以及个人电子邮箱，方便我们此后联系。
谨上
张哲然经理
这样的发盘函用在国内商贸往来中还可以称的上很不错，文笔字斟句酌，既有恭敬之意，又不造作，但是这并不符合欧美国家商务往来沟通习惯。直来直去，言简意赅是欧美国家商贸往来的特点，因此这篇发盘函应这样修改：
Mr. James:
Thank you very much for taking the time to understand our products.
Mr. Bill, the purchasing department of your company, has contacted us before. Mr. Bill has expressed great interest in the kitchen cleaning equipment produced by our company. Here is a quotation for the kitchen cleaning equipment we produce.
The kitchen dust collector is 25 dollars. Soot cleaner $15, special dry-wet dual-purpose clean wipe $20, multi-purpose dishwasher $105, non-oil decoration hanging decoration $45, some other commodity prices are detailed in the appendix. (If the above quotations are for offshore products, we will adjust the relevant prices according to the market conditions before the contract is reached). We prefer the fastest way of arrival for our shipment. All the products are covered by insurance (the insurance company will decide according to the actual situation).
We hope that we can reach a trade partnership with your company as soon as possible, and we are waiting for the good news.
Be careful
Manager Zhang Zheran
修改的地方并不多，将冗余和一些不符合西方商贸往来礼仪的部分去掉球可以了，首先将“We hope to establish business relations with your company. Your company has a high reputation in China. It is a benchmark enterprise in the industry. We would be honored if we could reach a cooperative relationship with your company. We also admire your professional knowledge in the industry.”去掉，之后舍弃“I hope to get your personal phone and personal e-mail, so that we can contact later.”
之所以去掉这两部分的内容出于两种原因，前者冗余，对于欧美商贸往来没有太多必要，会导致沟通用户厌烦。去掉后者是因为欧美企业工作人员的工作习惯。不同于国内即使是休息日，例如周六，周日，企业相关岗位工作人员依然要接电话处理企业事物，例如采购部，设备部等等都是如此，但是在欧美国家不是这样，放假期间或者是下班后不会处理任何工作事宜，熟悉之后可以询问对方电话，表示尊敬，但是在接触初期绝对不能因为工作原因索要对方电话或者是电子邮件，这是非常不礼貌的。所以“I hope to get your personal phone and personal e-mail, so that we can contact later.”这种问题一定要规避，不论是在任何类别发盘函里都不能提到。
当然需要注意，在发盘函中摒弃客套话，并不是说不讲究礼节，例如我们在这篇修改后的发盘函中留下了“Thank you very much for taking the time to understand our products.”商贸礼仪国外和国内还是有很多共通之处的，我们说要做的是点到即止，而不是要长篇大论。（转）
