代理经销

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2138页（15592字）

【简介】：

进出口贸易的方式多种多样，有两种方式在国际商品贸易中较为普遍地被采用，那就是经销方式和代理方式。这两种方式，都是出口企业与国外的经销商或代理商建立契约式的供销合作方式。不论是经销方式还是代理方式，出口企业都必须与国外经销商人和代理商人就双方的共同目标、权利、义务和业务关系、法律关系等进行协商，达成书面协议，这便是经销协议和代理协议。

经销协议是我国出口企业与国外经销商，经过洽谈协商，就经销产品的有关事宜达成的一致意见后而签订的书面文件。主要内容有：

(一)经销商的委任、经销权的授予和双方的关系。这三个方面是明确出口方与对方的关系。双方的权利、义务都是双方所建立和确定的关系上产生的。因此必须在条款中明确规定双方的关系是本人对本人的买卖关系，经销商是买方，而不是卖方的代表和代理人，卖方只是授予经销商销售某种商品的权力。

(二)经销权及其对等条件。经销方式有独家和非独家之分，两者的区别是卖方是否授予经销商以独家经销权。授予了独家经销权，卖方在定约期限和地区内，除另外规定外，既不得自己直接销售也不得通过第三者间接销售约定商品。作为对等条件，经销商在约定期限和地区内不得销售与约定商品相同、类似或有竞争性商品。

(三)经销商品、地区和期限以及最低购买额。这是经销协议的基本内容。商品和地区范围的大小、协议有效期的长短以及最低销售额的多少，是双方重点协商的问题。独家经销权具体体现在商品地区和期限上；最低购买额则是卖方授予经销商独家经销权的一个基本条件。

(四)个别销售合同及其与协议的关系。经销协议不论独家与非独家的，本身不是销售合同。协议的实现是要依靠双方另行签订销售合同来达到。因此，在经销协议中要明确规定通过双方签订和履行个别销售合同实现的条款；或者规定个别销售合同应受协议条款的约束；或者规定卖方对经销商的订单可以接受，也可以有权拒绝的条款。这些条款的合理规定，可以避免不必要的纠纷。

(五)宣传推广、信息反馈和其他条款。独家经销协议，通常规定经销商应致力于促进销售的宣传推广活动，卖方应提供宣传推广商品所必需的材料，经销商应定期或不定期反馈市场信息。这是经销商的责任，也是经销商的需要。所需费用在协议中应有规定。

经销协议中需要订立的其他条款包括：商业秘密的保守、违约责任、仲裁、售后服务等。

代理协议的主要内容，如代理的商品、地区和期限以及最低代理额等，与经销协议大体相同。代理协议着重规定以下两点：

(一)代理的权限及义务。为防患于未然，在代理协议中通常要具体地规定代理商的权限，或仅限于为委托人寻找买主，进行中介交易；或有权代委托人缔约，以及规定是否授予独家代理商以约定商品的专营权。授予代理商以专营权时，委托人也可以要求独家代理商承担一定的义务。

(二)代理佣金。经销方式是买卖关系，从卖方购进货物后，自行销售，自负盈亏，承担货价涨落及库存积压的责任、风险。代理方式是委托关系。他不负盈亏责任，不拥有货物的所有权，不承担风险，而由委托人向他支付佣金。这是经销与代理在性质上不同之处。

在代理协议中，除明确规定佣金率×%外，还要规定佣金的计算基础和支付方法。佣金率的高低，一般视商品特点、市场情况、交易金额、竞争程度等因素而定。佣金的计算基础可按发票总值，也可按FOB值。一般是按发票总值。支付方式可以逐步结算，逐步支付，也可定期结算，累计总付。

(一)撰写好经销协议或代理协议，须按前述所提出的内容要求来写，尤其是主要条款。经销协议和代理协议要体现出双方的共同目标、双方的权利、义务和业务关系、法律关系。它是出口企业与经销商和代理商建立契约式的长期供销合作方式的前提和基础，否则便难以进行合作。

(二)要明确在经销协议或代理协议下产生的签订销售合同或销售确认书的行为，是受“协议”原则的制约的，它只是实现协议所规定目标的一个重要环节，或者说协议是通过签订销售合同与销售确认书来实现的。不能把两者混淆，把属于销售合同中的内容写人经销协议和代理协议。

(三)要把经销协议和代理协议与一般商品贸易中的销售合同(有时也称之为“销售协议”)区别开来。一般的销售合同(协议)，只是某种商品买卖的一次性行为，在一笔交易完成后双方之间便不存在继续交易的约束和义务了。而经销协议和代理协议，则要管到协议约定的时限内。在约定的有效时间内(一年或数年)，出口企业与经销商和代理商要签订一个或几个销售合同与销售确认书。也就是说，经销协议和代理协议本身不是销售合同，它只是出口贸易中确立经销方式和代理方式的一种书面文件。

(四)由于方式的不同，经销协议和代理协议在条款的内容上有所差异。

【范例】：

申请销售代理

Dear Sirs，

I’m writing to inquire whether you would accept us sales agent in London．If you are already represented here，please ignore our proposal．

We have established a well developed sales organization in London and enjoyed highest in tegrity throughout the country．The recent report from our sales show that there is a promising demand for TV，especially the Large Screen Television．We are sure that you would find a profitable market here if you select the products at competitive prices．

With regard to information about us，you may write to England Bank．

We look forward to your interest in our proposal and let us know your terms and requirement．

Yours sincerely，

敬启者：

特去此函询问是否可能担任贵方在伦敦的销售代理，倘若贵方已有代理人，就请不必考虑我方之建议。

我们在伦敦拥有一个庞大的销售网，而且在伦敦享有盛誉。从我们推销员最近的报告可以看出，在这二三年内，这里对彩色电视机的要求旺盛，特别是大屏幕彩电将很走俏。如果贵方能挑选一两种有竞争性价格的产品，你们将在这里的市场上获得很大利润。

有关我公司的资信情况，你可向英格兰银行查询。

希望贵方对我们的建议感兴趣，并请告知贵方的条件和要求。

敬上

回复销售代理申请并提出具体条件

Dear Sirs，

You letter in which you offer to act as our sales agent in London has arrived at a very opportune moment．Our latest market survey also indicates that the demand for electric articles in England tends to keep growing in the next a few years．

We enclose herewith a brochure for you to examine and choose the products that interest you．Also，before we sign up for the final contract，we’d like to offer our terms as follows：

1．You act as our sole agent for 3 years from the date of lst July，1995．

2．We pay you monthly a commission of 10% on your sales of our products．

3．You are not allowed to represent for other manufacturers of the same lines．

4．You are required to present us monthly report on the sales to that we may plan for the next amount accordingly．

Please confirm by cable and then，we’ll draw up a contract and send you to sign．We look forward to a successful and pleasant partnership with you，we remain，

Yours faithfully，

敬启者：

贵方的来信很及时。我们最近的市场调查也表明英国对电子产品的需求日益增长。

随函附寄一本商品手册供你挑选贵方感兴趣的产品。在签订最后合同之前，我们想提出几个条件：

①自1995年7月1日起，贵方正式作为我方的独家代理，为期3年。

②按销售额的10%我方每月付给你佣金。

③贵方不得同时但任其他厂家同类产品的代理。

④贵方必须每月向我方汇报销售情况以便安排下一步的工作。

贵方若来电确认以上条款，我们将立刻拟定合同，寄送贵方会签。

敬上

申请总代理

Dear Sirs，

Last month when we visited your silk goods exhibition，our attention was drawn by their fine texture and attractive designs．But these goods are not available here．We believe that there will be a bright prospect for your products on our market．As you are not represented in our country，We offer to act as your general agent to deal in this line of products．

Being a well－founded and highly－reputed importer，we keep close relations with most of the wholesalers in our country and have a lot of industrious and experienced salesmen for sales promotion．So we are confident that we can achieve a good sale for your products．

It would be highly appreciated if you could consider our applictation．

Yours faithfully，

敬启者：

上个月，我们参观了贵公司的丝织品的展览，这些丝织品的质地和花色都很吸引人。可是目前我们这里还买不到这种产品，因此我们相信你们的产品在我们这里一定会很有市场。听说你们在我国尚未有代理人，我们愿作为你们的代理。

我们是一家颇有声望的进口公司，跟这里的大多数批发商都有联系。不仅如此，我们有一批勤奋而富有经验的推销员。所以，我们相信一定能为你们的产品找到一条很好的销路。请你们考虑我方的申请。

敬上

申请独家代理及对方回复

Dear Sirs，

We believe that both of us are satisfied with our friendly and successful cooperation in pushing the sale of your electric and electronic products on our market．Now we take the liberty in suggesting that you consider appointing us as sole agent for your products．We assure you that there is a potential market waiting to be developed and we’ll be able to increase the sales of your goods to a new level．

We are confident that an agency to take care of your products in our district would bring considerable profit to both of us．We look forward to your acceptance of our proposal．

Yours faithfully，

Dear Sirs，

Your proposal of acting as our sole agent has been under our careful consideration．Inview of your competence and efficiency，your experience and great efforts in promoting the sate of our products in the past two years，we have decided to entrust you with the sole agent for our electric and electronic products in your country．Enclosed is our draft agreement．Please return it to us with your comment．

Yours faithfully，

敬启者：

我们相信我们之间的友好和成功的合作关系使我们双方都感到满意。你们的电子、电器产品在我们市场上销路很好。现在我方大胆提出：恳请贵方任命我方作为贵方的独家代理。我们可以保证，此地有一个很有潜力的市场，其发展前景广阔，我们一家能使你们产品的推销达到一个新水平。

可以预计在我地设立一代理机构会给我们双方带来很大利益。希望贵方接受我们的建议。

敬上

敬启者：

我们已认真考虑了贵方欲担任我方独家代理的建议。鉴于贵方过去两年在推销我方产品表现出的能力和经验，工作效率和热情，我方决定委托贵方作为我方在贵地的独家代理。随函附上我们草拟的协议，请来信告知贵方看法。

敬上

申请做信用担保代理人

Dear Sirs，

We are the leading importers of electronic products．With branches all over the cities and towns，we command an extensive market in this line of business．If you appoint us as your agent，we will achieve a remarkable sale for your products．

As for the rate of commission，we only request 10%on orders placed．As we suppose youare not familiar with local conditions and may not know much about customers，we’d like to be your Credit Agent at the same time on the condition that you give us an extra 3%commission．If you agree to our proposal，we are sure that you’ll have no worry and anxiety．

We look forward to your reply soon．

Yours faithfully，

敬启者：

我公司是电子产品的主要进口商，在全国各主要市、镇皆设有分公司，拥有一个巨大的销售网。贵方若委任我方做你的代理，我们肯定能大力推销贵方产品。

有关佣金率问题，我们只要求以订单的10%收取。我们估计贵方对此地情况不熟悉，对顾客也比较陌生，因此我们愿意同时作为贵方的信用担保代理人，不过贵方为此需另给3%的佣金。如贵方采纳我方建议，你就可无忧无虑了。

盼早日答复。

敬上

买方建议为卖方寄售货物

Dear Sirs，

We have been in TV set retailing business in London for many year sand we hear that you have put a new type of large screen TV on your market，which greatly interests us．

While we believe that there is a potential market for your product here，we do not feel con fident enough to place an order with you for our account．So we suggest you send us 200 sets for sale on a consignment basis，thus giving us an opportunity to tap the market．Provided the sale is extended in future，you can expect firm orders from us．

If you feel interest in our proposal，please notify us of your terms and conditions．As for our credit standing，you may refer to England Bank，London．

Yours truly，

敬启者：

我们在伦敦经营电视机零售生意已有多年。最近听说贵方推出一种新的大屏幕电视机，我们对此很感兴趣。

我们相信这里对该产品有潜在的市场可待开拓，不过目前我们不想自己购买这种商品。我们建议贵方试运200台电视机以寄售方式在我地推销，以便试探其销售可能性。假如将来销售量增加，我们会定期向你订购。

如果贵公司对我们的建议感兴趣，请告知你们的有关条款。至于我们的商业信誉，你们可向英格兰银行查询。

敬上

卖方同意提供寄售货物

Dear Sirs，

Your proposal for our sending to you a trlaldelivery of TVset on consignment terms has met our approval as we also hope to extend our market． We’ll select a representative lines of products and wish you would find an outlet for them on your market．

As to the terms and conditions，we suggest that you render accounts of sales and make payment quarterly in return，you are supposed to get a commission at 10% on gross profits．

Upon receipt of your confirmation of the above mentioned，we will draw up a consignment agreement for your signature．

Yours truly，

敬启者：

贵方要求我公司以寄售方式试运一批电视机在你方市场销售的建议已得到我方认可，因为我公司也想开拓新的市场。我们准备选择一些有代表性的产品，希望能在你们市场打开销路。

我们建议贵方按季度呈交寄售清单并付款。贵方可在毛利中提取10%的佣金。

一俟收到贵方确认以上条款，我们即拟一份寄售协议寄贵方会签。

敬上

寄售通知

Dear Sirs，

In conformity with the requests of your London correspondents，we have much pleasure in making you a consignment of TV set．

Enclosed we now hand you Bill of Lading and Invoice for 200 sets TV，marked 1／200，per m．s．Angle，sailing hence for your port tomorrow，and we trust that all may be found in order，and that the cases may reach you safely，and in good condition．We commend the suggest to your care for disposal to the best advantage in our mutual interests，and await to receive eceive Account Sales and returns in due course．

Yours truly，

敬启者：

应贵公司伦敦代理的要求，我方很高兴地委托贵公司办理电视机的寄售，同函奉上提单与发票，请查收为荷。

电视机200台，唛头共第1号至第200号，搭载轮船“安格尔”至贵地，明日从本地开航。我们相信一切都会顺利，所有箱子里的商品都能状况良好地抵达贵地。我们恳请贵公司能从双方的共同利益出发以最有利的方法销出上述电视机，希望贵公司能将销售情形和清单很快寄至我方。

敬上

寄出销售帐单

Gentlemen：

We have the pleasure of informing you that the 40 cases Goods received by m．s．Angle we reprofitably disposed of．You will see in the Account Sales，which we enclose，that all the goods were cleared at better prices than we expected．We are pleased that in this first instance we have been enabled to give you such a satisfactory report．The net proceeds due to you we hold at your disposal，and we should be pleased to know what we could do with them．We await to receive further favors from you．

Yours very truly，

敬启者：

“安格尔”货轮所载的40箱杂货，已全部销出，特此通知。从所附销售清单中可以看出，所有的商品的销价均高于预估金额。一开始，就能向贵公司提交如此满意的报告，我们也感到很高兴。应付贵公司的净款，暂由我公司代为保管，听候贵公司处理。我们希望贵公司对此能有所指示。恭候来函。

敬上

收到寄售商品

Gentlemen：

We have duly received your letter of September 6，××××，advising shipment of thirty(30)cases consignments of Cotton Towels per m．s．“Nanyang”，and covering copies of consignment invoice and B／L for same．On opening the cases，we find that these goods are quite suitable for this market，and therefore，we believe we can soon find good customers．At any rate，we shall do our best to dispose of these advantageously and trust that the result will prove very satisfactory．We shall not fail to advise you of the result as soonas they are realized．

Yours very truly，

敬启者：

贵公司9月6日函，通知寄售的30箱纯棉毛巾，已由“南洋号”装运，并附有寄售发票及提单副本，已收悉。开箱后，我们发现该货物非常适合当地市场。因此，相信我们一定能很快找到合适的买主，无论如何，我们将尽最大的努力予以销售，相信结果一定会令贵公司满意。货物销出后，我们一定尽早向您报告结果。

敬上

买方寄送寄售清单及寄售方回复

Dear Sirs，

We expect you would have a smile at the news that your consignment of 500 cameras have been disposed of at good prices．

We are pleased to send you the account sales，showing net proceeds of US $20，000 in yourfavour．Also we enclosed a cheque of that amount，of which Please acknowledge receipt and find correct．

We assure you of our best attention to your further shipment．

Yours sincerely，

Dear Sirs，

We acknowledge receipt of the account sales as well as a cheque of US$20，000．

It’s supposed that there is a bright prospect for our cameras on your market．Thus we arrange to ship another consignment of 500 cameras by S．S．Nelsonieer，which is due to leave Boston next Monday．The necessary documents will be presented to you as usual．

Yours truly，

敬启者：

贵方寄售的500架相机已全部高价售出，想必你们听到这个消息会很高兴的。

现寄上寄售清单，贵方应得的净收益为20000美元。随函附寄2万美元支票一张，请查收。

贵方若再运一批寄售物品，一定会得到我们的重视。

敬上

敬启者：

贵方寄来的寄售清单和一张面额为2万美元的支票已收到。

看来我们的照相机在你们市场销路不错。因此我们着手准备再运500架相机，装“里尔森妮”轮，将于下周一从波士顿启航。有关单据将按惯例送交贵方。

敬上

买方要求寄售退货及厂商回复

Dear Sirs，

We regret to inform you that among the 200 dozen of your consignment of saucepans，only1／5has been sold．

Last week，Farreach Company’s newly produced saucepans penetrated into our market at very competitive prices，which resulted in the decline of sales of your products．It seems that the chance of our sales’s rising is very slimp．Therefore we request the return of the goods to you． However，if you agree，you may also allow us 30%discount on the goods unsold，which might enable us to sell the matprices customers accept．

Yours sincerely，

Dear Sirs，

We are sorry to hear the news about the sales decline of our products．As far as we know， the quality of Farreach’s saucepan is much inferior to ours although it is newly produced．Taking the price into consideration，we may conclude that their reduction of price is a way out for their mediocre products．

In response to your proposal，we’d like to say that we can at most allow you 15% discount on the goods unsold．If you find it unacceptable，we’ll have to bring them back and sell elsewhere．

Yours truly，

敬启者：

很遗憾告诉贵方，你们寄售的200打煎锅，至今才卖了1／5。

上星期，远达公司的新型煎锅以很有竞争性的价格打入我们的市场，结果使你们煎锅的销售量骤然下降。预计回升的机会很小，我方要求将货退回。不过，如果贵方同意，也可对未售出货物按7折价由我公司保留，这样我们可以低价将商品出售。

敬上

敬启者：

很遗憾听到我们产品的销量下降的消息。据我们所知，远达公司煎锅的质量还不如我们的。如果将价格因素考虑进去，我们也只能得出这样的结论，即削价是推销他们那质量不佳的商品的一种手段而已。

对于贵方的建议，我们至多只能按8．5折价将未售出货物让给贵方。如果贵方觉得无法接受，我们只好将货运回。

敬上