一汽-大众-2009年奥迪品牌经销商商务政策课件.ppt

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1、1 12009年奥迪品牌经销商商务政策年奥迪品牌经销商商务政策Audi Dealer Margin Policy 20092 23 3商务政策总览商务政策总览Dealer Margin Policy Overview CKD(A6L)CKD(A4L)FBU(A8/Q7/TT/A5)6.8%6.8%10.3%FBU(R8)9.0%2009商务政策商务政策Dealer Margin Policy-4 4CKD(A6L)6.8%商务政策商务政策Dealer Margin Policy-销量销量Volume1.1%CSS-Sales0.2%Mystery shopping0.4%Workshop Te

2、st0.2%CSS-Service0.4%基础销售基础销售折让折让/Basic Discount 4.5%考核销售考核销售折让折让/Assess-ment Discount2.3%SSM0.3%注：标准管理与基础销售折让有关，当经销商的销售注：标准管理与基础销售折让有关，当经销商的销售和服务管理都符合标准要求时，可获得全部基础销售和服务管理都符合标准要求时，可获得全部基础销售折让，否则将被扣除部分基础销售折让，最多可扣除折让，否则将被扣除部分基础销售折让，最多可扣除0.3%Note:SSM is related to basic discount,dealer can get full bas

3、ic discount if both sales and service fulfill standards,otherwise basic discount will be cut,the maximum for SSM is 0.3%A6L2009商务政策商务政策Dealer Margin Policy-5 56 6FBU(Q7/A8/TT/A5)10.3%销量销量Volume1.7%商务政策商务政策Dealer Margin Policy-CSS-Sales0.3%CSS-Service0.5%SSM0.3%Mystery shopping0.5%Workshop Test0.3%注：

4、标准管理与基础销售折让有关，当经销商的销售注：标准管理与基础销售折让有关，当经销商的销售和服务管理都符合标准要求时，可获得全部基础销售和服务管理都符合标准要求时，可获得全部基础销售折让，否则将被扣除部分基础销售折让，最多可扣除折让，否则将被扣除部分基础销售折让，最多可扣除0.3%Note:SSM is related to basic discount,dealer can get full basic discount if both sales and service fulfill standards,otherwise basic discount will be cut,the ma

5、ximum for SSM is 0.3%基础销售基础销售折让折让/Basic Discount 7.0%考核销售考核销售折让折让/Assess-ment Discount3.3%Q7/A8/TT/A52009商务政策商务政策Dealer Margin Policy-7 7R8FBU(R8)9.0%商务政策商务政策Dealer Margin Policy-SSM0.3%注：标准管理与基础销售折让有关，当经销商注：标准管理与基础销售折让有关，当经销商的销售和服务管理都符合标准要求时，可获得的销售和服务管理都符合标准要求时，可获得全部基础销售折让，否则将被扣除部分基础销全部基础销售折让，否则将被扣

6、除部分基础销售折让，最多可扣除售折让，最多可扣除0.3%Note:SSM is related to basic discount,dealer can get full basic discount if both sales and service fulfill standards,otherwise basic discount will be cut,the maximum for SSM is 0.3%基础销售基础销售折让折让/Basic Discount 9.0%2009商务政策商务政策Dealer Margin Policy-8 82009年奥迪品牌营销政策细则年奥迪品牌营销政

7、策细则-CKDDetailed Rules for Audi Margin Policy 2009-CKD 9 91010q Objective Provide dealer normal operation cost.Ensure the basic viability of the dealer.Encourage dealer to be active in market exploitation.q Requirement Dealer must comply with all articles“authorized dealer agreement”and accept field

8、Audit.q Regulations Whether for sales or service,there are some basic brand criteria,If any of basic brand criteria dose not fulfill，then the whole Audit fails.0.3%will be cut from the basic discount.Only all basic brand criteria fulfill,the dealers can get discount according to the following rules:

9、Basic Discount(A6L/A4L):4.5%2009商务政策商务政策Dealer Margin Policy-1111q 基础销售折让规则：基础销售折让规则：-若若 95%销售审核通过率销售审核通过率 100%且且95%服务审核通过率服务审核通过率 100%，则可获则可获得全部基础销售折让得全部基础销售折让;-销售审核通过率或服务审核通过率销售审核通过率或服务审核通过率A 65,M=0.2%当当A 65，M=0q 考核周期考核周期:奥迪销售事业部网络部每年将委托第三方对经销商实施秘密采购奥迪销售事业部网络部每年将委托第三方对经销商实施秘密采购6次，次，前前3次平均成绩作为上半年考核

10、依据，后次平均成绩作为上半年考核依据，后3次平均成绩作为下半年考核依据。次平均成绩作为下半年考核依据。当当A 89,M=0.4%q 考核车型范围：考核车型范围：CKD及及FBUq 考核办法：考核办法：2009商务政策商务政策Dealer Margin Policy-2626q Objective Check dealers implement of standard sales processq Assessment ratio The top reward is 0.4%,different discount（M）will be paid for different results（A:sc

11、ore）,dealer who do not participant mystery shopping 3 times in the responding half year assessment will not get this discount.q Assessment models：CKD&FBUq Assessment method:Mystery shopping(A6L/A4L):0.4%89A 65,M=0.2%A 65，M=0A 89,M=0.4%qNoteThe third party consigned by FAW-VW Audi Sales Division will

12、 implement mystery shopping on dealers for 6 waves every year,the average result of first 3 waves will be as the basis for the first half year,the the average result of 2nd 3 waves will be as the basis for the second half year.2009商务政策商务政策Dealer Margin Policy-27272828Workshop Test(A6L/A4L):0.2%q Obj

13、ective To improve customers satisfaction and the brand loyalty of Audi customers.q Assessment models：CKD&FBUq Assessment ratio 0.2%,according to dealer WT score A,impose on dealer corresponding bonus.Dealer who do not participant work shop test will not get this bonusq Assessment period Audi service

14、 dept contract a 3rd party to carry out 2 times a year WTC on dealer.Once half a year,the results of each wave is the base of assessment.2009商务政策商务政策Dealer Margin Policy-A 85,M=0.2%85 A 70,M=0.1%A 70，M=029292009年奥迪品牌营销政策细则年奥迪品牌营销政策细则-FBUDetailed Rules for Audi Margin Policy 2009-FBU 30303131q Object

15、ive Provide dealer normal operation cost.Ensure the basic viability of the dealer.Encourage dealer to be active in market exploitation.q Requirement Dealer must comply with all articles“authorized dealer agreement”and accept field Audit.q Sales Discount Calculation Basis Retail Price of Basic Models

16、q Regulations Whether for sales or service,there are some basic brand criteria,If any of basic brand criteria dose not fulfill，then the whole Audit fails.0.3%will be cut from the basic discount.Only all basic brand criteria fulfill,the dealers can get discount according to the following rules:Basic

17、Discount(FBU)A8/TT/Q7/A5:7.0%;R8:9.02009商务政策商务政策Dealer Margin Policy-3232q 基础销售折让规则：基础销售折让规则：-若若 95%销售审核通过率销售审核通过率 100%且且95%服务审核通过率服务审核通过率 100%，则可获得则可获得全部基础销售折让全部基础销售折让;-销售审核通过率或服务审核通过率销售审核通过率或服务审核通过率95%，则基础销售折让被扣除则基础销售折让被扣除0.3%;q 标准管理审核周期标准管理审核周期:每年审核二次，每半年进行一次。每年审核二次，每半年进行一次。基础销售折让基础销售折让(FBU)A8/TT

18、/Q7/A5:7.0%;R8:9.0%2009商务政策商务政策Dealer Margin Policy-3333q Regulations 95%Sales Audit pass rate 100%and 95%Service Audit pass rate 100%,dealer can get full basic discount Sales Audit pass rate 95%or Service Audit pass rate A 65,M=0.2%当当89 A 75,M=0.3%q 考核车型范围：考核车型范围：CKD及及FBU2009商务政策商务政策Dealer Margin P

19、olicy-4747q Objective Check dealers implement of standard sales processq Assessment ratio The top reward is 0.5%,different discount（A:score）will be paid for different results(M),dealer who do not participant mystery shopping will not get this discount.q Assessment models：CKD&FBUMystery shopping(FBU)

20、,R8 is not included2009商务政策商务政策Dealer Margin Policy-4848q NoteThe third party consigned by FAW-VW Audi Sales Division will implement mystery shopping on dealers for 6 waves every year,the average result of first 3 waves will be as the basis for the first half year,the the average result of 2nd 3 wav

21、es will be as the basis for the second half year.q Assessment method:A 89,M=0.5%A 65，M=0 75 A 65,M=0.2%89 A 75,M=0.3%Mystery shopping(FBU),R8 is not included2009商务政策商务政策Dealer Margin Policy-4949飞行检查飞行检查(FBU),不含不含R8q 目的：目的：检查奥迪经销商对标准服务核心流程的执行及达成情况。检查奥迪经销商对标准服务核心流程的执行及达成情况。q 考核佣金比例：考核佣金比例：最高考核比例为最高考核比

22、例为0.3%，根据各奥迪经销商飞行检查考核成绩（，根据各奥迪经销商飞行检查考核成绩（A：分），给予：分），给予经销商相应的考核佣金比例（经销商相应的考核佣金比例（M）。未参加飞行检查的经销商不享受该考核政）。未参加飞行检查的经销商不享受该考核政策。策。q 说明：说明：考核周期奥迪销售事业部用户服务部每年将委托第三方对经销商实施飞考核周期奥迪销售事业部用户服务部每年将委托第三方对经销商实施飞行检查行检查2次，每半年次，每半年1次，按每半年的成绩进行考核。次，按每半年的成绩进行考核。q 考核车型范围：考核车型范围：CKD及FBU2009商务政策商务政策Dealer Margin Policy-当A

23、 85,M=0.3%当85 A 70,M=0.15%当A 70，M=05050q Objective To improve customers satisfaction and the brand loyalty of Audi customers.q Assessment models：CKD&FBUq Assessment ratio 0.3%,according to dealer WT score（A）,impose on dealer corresponding bonus（M）.Dealer who do not participant work shop test will no

24、t get this bonusq Assessment period Audi service dept contract a 3rd party to carry out 2 times a year WTC on dealer.Once half a year,the results of each wave is the base of assessment.Workshop Test(FBU),R8 is not included2009商务政策商务政策Dealer Margin Policy-A 85,M=0.3%85 A 70,M=0.15%A 70，M=05151本商务政策解释权归一汽本商务政策解释权归一汽-大众奥迪销售事业部大众奥迪销售事业部All explanations rights reserved in ASD