一汽大众2011年奥迪品牌商务政策.ppt

,2011年奥迪品牌商务政策2011AudiDealerMarginPolicy,一汽-大众奥迪销售事业部ASD,FAW-VW,2,2011年商务政策总览2011DealerMarginPolicyOverview,CKD(A6L/A4L/Q5)FBU(A8L/Q7/TT/A5/Q5)FBU(A3)FBU(R8)3,7.3%10.3%8.3%9.0%,4,CSS-服务WT-飞行检查CSS-销售MS-秘采本地销售奖励销量考核奖励质量标准奖励基础佣金总计,0.4%0.2%0.2%0.4%0.3%1.1%0.5%4.2%7.3%,2011年商务政策2011DealerMarginPolicy2011经销商商务政策_国产车CKDA4L,A6L,Q5,ServiceCustomerSatisfactionCSSServiceCustomerSatisfactionWTSalesCustomerSatisfactionCSSSalesCustomerSatisfactionMSPMABonusSalesVolumeBonusQualityStandardBonus/SSMBasisMarginSum5,0.4%0.2%0.2%0.4%0.3%1.1%0.5%4.2%7.3%,2011年商务政策2011DealerMarginPolicyDealerMarginPolicy2011CKDA4L,A6L,Q5,6,0.4%0.2%0.2%0.4%0.3%1.6%0.5%6.7%10.3%,A8L,Q7,Q5,TT,A5,0.3%0.2%0.2%0.3%0.3%0.8%0.5%5.7%8.3%,A3,R8,CSS-服务WT-飞行检查CSS-销售MS-秘采本地销售奖励销量考核奖励质量标准奖励基础佣金总计,-9.0%9.0%,2011年商务政策2011DealerMarginPolicy进口车FBU,7,0.4%0.2%0.2%0.4%0.3%1.6%0.5%6.7%10.3%,A8L,Q7,Q5,TT,A5,0.3%0.2%0.2%0.3%0.3%0.8%0.5%5.7%8.3%,A3,R8,ServiceCustomerSatisfactionCSSServiceCustomerSatisfactionWTSalesCustomerSatisfactionCSSSalesCustomerSatisfactionMSPMABonusSalesVolumeBonusQualityStandardBonus/SSMBasisMarginSum,-9.0%9.0%,2011年商务政策2011DealerMarginPolicyDealerMarginPolicy2011FBU,8,2011年奥迪品牌营销政策细则,DetailedRulesfor,AudiMarginPolicy2011,9,基础销售折让CKD(A6L/A4L/Q5):4.2%;FBU(A8L/Q7/A5/Q5/TT):6.7%;,A3:5.7%;R8:9.0%,目的Objective：,提供经销商正常经营的基本费用Providedealersnormaloperationcost,保证经销商基本生存Ensurethebasicsurvivalofdealers,鼓励经销商积极开拓市场Encouragedealerstoexploitthemarketactively,要求Requirement：,经销商必须遵守“一汽-大众奥迪特许经销商协议书”中的所有规定。Dealermustcomply,withallarticlesin“FAW-VWAudiAuthorizedDealerAgreement”.,基础销售折让规则BasicDiscountRegulations：,CKD&FBU销售折让计算基础CalculationBasisofCKD&FBUSalesDiscount：,整车的市场指导价Marketingpriceofcars,10,质量标准奖励SystemStandardManagement0.5%,考核销售折让AssessmentDiscount质量标准奖励购SSM,目的：检查奥迪经销商对一汽-大众奥迪特许经销商协议规定标准及奥迪品牌各项标准的,执行情况。,Objective:Checkdealersimplementationofstandardin“FAW-VWAudiAuthorized,DealerAgreement”andotherqualitystandardsofAudibrand.,考核佣金比例：最高考核比例为0.5%，根据经销商的审核通过情况，给予经销商相应的,考核销售折让比例。,Assessmentratio:Max.discountis0.5%.Dealerswillgetcorrespondingdiscount,accordingtotheirAuditresults.,考核车型范围：除R8之外的车型。AssessmentmodelsAllmodelsexceptR8.,标准管理审核周期SSMAuditperiods:,每年审核四次，每次的考核结果分别对应到4个季度,按季度兑现质量标准奖励折让。未,参加相应季度审核的经销商将不享受该季度考核政策。,Fourwavesauditforthewholeyear,everywaveresultwillbeasthe,assessmentbaseofeachquart.DealerswhodontparticipateinrelativewavesSSMproquartercannotgetthisdiscount.,销售质量Salesquality0.2%,品牌Brand0.1%,服务质量Servicequality0.2%,考核销售折让AssessmentDiscount质量标准奖励购SSM质量标准奖励SystemStandardManagement0.5%考核办法Assessmentmethod:销售、服务、品牌标准中均有否决项，其中的任何一项没有通过，质量标准奖励将被扣除全部的0.5%。Anybasiccriterioninsalesorservice/Brandisnotfulfilled,dealercannotgetthe0.5%inSSM.在否决项全部通过的前提下，按下列规则确定质量标准折让。Ifallbasiccriteriaarefulfilled,theSSMdiscountwillbecalculatedaccordingtothefollowingrules:,销售质量Salesquality：n95%销售审核通过率100%,则可获得相应季度的销售质量折让0.2%.95%SalesAuditpassrate100%,dealercangetsalesqualitydiscount0.2%.11,12,质量标准奖励SystemStandardManagement0.5%,考核销售折让AssessmentDiscount质量标准奖励购SSM,服务质量Servicequality:,n95%服务审核通过率100%,则可获得相应季度服务质量折让0.2%.95%ServiceAuditpassrate100%,dealercangetservicequality,discount0.2%.,n服务审核通过率95%,则相应季度服务质量折让为0。ServiceAuditpass,rate95%,servicequalitydiscountis0.,品牌质量Brandquality:,n90%品牌审核通过率100%,则可获得相应季度品牌考核折让0.1%.90%BrandAuditpassrate100%,dealercangetbranddiscount0.1%.n品牌审核通过率90%,则相应季度品牌考核折让为0。BrandAuditpassrate,90%,branddiscountis0.,考核办法Assessmentmethod:,销售质量Salesquality：,n销售审核通过率A70,当IfA70，19,M=0.4%M=0.3%M=0.2%M=0,考核销售折让AssessmentDiscount秘密采购Mysteryshopping秘密采购MysteryShoppingCKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%考核办法Assessmentmethod：,20,目的：检查奥迪经销商对标准销售流程的执行及达成情况。,Objective:Checkdealersimplementationofstandardsalesprocess,考核佣金比例：最高考核比例为0.3%，根据经销商的不同秘密采购成绩(A:分)，给予经销商相应的考核销售折让比例(M)。未参加相应考核周期全部2次秘密采购的经销商将不享受该期考核政策。,Assessmentratio:Max.discountis0.3%.Dealerswillgetcorrespondingdiscount(M)accordingtotheirMSresult(A:scores).Dealerswhodontparticipateinall2wavesMSproquartercannotgetthisdiscount.,秘密采购MysteryShopping,FBU(A3):0.3%,考核销售折让AssessmentDiscount秘密采购Mysteryshopping,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8次，按季度兑,现考核返利,每2次平均成绩作为相应季度的考核依据。,Assessmentperiod:ThethirdpartyconsignedbyFAW-VWAudiSalesDivisionwillimplement8wavesmysteryshoppingondealerseveryyear.Theaverageresultofevery2waveswillbetakenasassessmentbasisfortherelativequarter.,当IfA90,当If90A80,当If80A70,当IfA70，21,M=0.3%M=0.2%M=0.1%M=0,考核销售折让AssessmentDiscount秘密采购Mysteryshopping秘密采购MysteryShoppingFBU(A3):0.3%考核办法Assessmentmethod：,22,目的：提高用户满意度和奥迪品牌忠诚度,Objective:Toimprovecustomersatisfactionandcustomerloyalty,考核销售折让比例Assessmentratio：,最高考核比例为0.2%。根据经销商的CSS（销售）考核排名，给予经销商相应的考核比例。Max.discountis0.2%.Dealerswillgetcorrespondingdiscount,accordingtotheirCSS(Sales)ranking.,用户满意度-销售CSSSales,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5/A3):0.2%,考核销售折让AssessmentDiscountCSS销售Sales,23,调查安排Surveyarrangement:CSS电话调研按月度进行，调研的车型为CKD和FBU/,CSStelephoneinterviewwillbedonemonthlyforbothCKDandFBUmodels,考核周期Assessmentperiod:每年考核2次，每半年1次，按每半年的综合成绩进行考核。,DealerswillbeassessedbyDDofASDtwiceayearaccordingtothegeneralsurveyresultprohalfyear.,考核资格AssessmentLimits:,半年累计销售档案提报率Customerdocumentssubmittingrateintotalhalfyear,90%,半年累计销售档案合格率Customerdocumentsfulfillingrateintotalhalfyear,90%,半年累计档案真实性Customerdocumentsfacticityintotalhalfyear85%,半年累计成功样本量Samplesizeintotalhalfyear半年累计AAKintotalhalf,year*10%,其中,半年累计销售档案提报率Customerdocumentssubmittingrateintotalhalfyear（%）=半年累计用户档案数量/半年累计AAK数量*100%submittingrate(%)=,Customerfilesvolumeintotalhalfyear/AAKvolumeintotalhalfyear*100%),用户满意度-销售CSSSales,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5/A3):0.2%,考核销售折让AssessmentDiscountCSS销售Sales,24,考核办法Assessmentmethod:以上条件全部满足时，方可按下列规则进行CSS（销售）的销售折让考核,否则不能获得该项销售折让奖励Onlyallabovepremisesarefulfilled,can,dealergetCSSdiscountaccordingtotherules,排名在前25，销售折让奖励0.2%,Rankingwithintop25%,0.2%discountwillbegiven.,排名在第2675,销售折让奖励0.15%,Rankingis26-75%，0.15%discountwillbegiven.,排名在第7690，销售折让奖励0.1%,Rankingis76-90%，0.1%discountwillbegiven.,CSS销售成绩排名在后10，不享受佣金奖励,Rankingiswithinbottom10%，nodiscountwillbegiven,考核说明Assessmentnotes:一经查实经销商有提报虚假用户档案或有其他弄虚作假的行为，则取消其相应考核期内的考核资格。Dealersmustproviderealcustomerdocuments.,Iffakedocumentsoractionsarefound,dealerwillhavenoCSSdiscountofrelatedperiod.,用户满意度-销售CSSSales,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5/A3):0.2%,考核销售折让AssessmentDiscountCSS销售Sales,25,目的：提高奥迪用户的服务满意度和品牌忠诚度,Objective:Toimprovecustomersatisfactionandcustomerloyalty,考核依据Assessmentbasis：-CKD,CSS调研结果：由一汽-大众委托第三方调研公司实施CSS问卷（服务）电话调研，每个月滚动进行、半年核算一次综合结果，调研的目标车型为CKD和FBU车型；,CSSresults:telephoneinterviewwillbedonemonthlyforbothCKDandFBU,modelsbythethirdparty,J.D.PowerCSI结果：来源于J.D.Power公司实施的CSI用户满意度调研，每年一次，调研的目标车型为A6L和A4L及Q5。,J.D.PowerCSIresults:ConductedbyJ.D.PoweronceayearforA6L&A4L/Q5,考核依据Assessmentbasis-FBU,CSS调研结果：由一汽-大众委托第三方调研公司实施CSS问卷（服务）电话调研，每个月滚动进行、半年核算一次综合结果，调研的目标车型为CKD和FBU车型；,CSSresults:telephoneinterviewwillbedonemonthlyforbothCKDandFBU,modelsbythethirdparty,用户满意度-服务CSSService,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%,考核销售折让AssessmentDiscountCSS服务Service,26,考核办法Assessmentmethod-CKD：,非J.D.PowerCSI调研城市：0.4%（CSS调研结果）（考核办法一）,Non-J.D.PowerSurveyCities:0.4%（CSSresults）(Assessmentmethod1)J.D.PowerCSI调研城市：分成两部分，0.3%（CSS调研结果）（考核办法一）+0.1%（J.D.PowerCSI结果）（考核办法二）,J.D.PowerSurveyCities:Twoparts,0.3%（CSSresults）(Assessmentmethod,1)+0.1%（J.D.PowerCSIresults）（Assessmentmethod2）,考核办法Assessmentmethod-FBU,0.4%（CSS调研结果）（考核办法一）（CSSresults）(Assessmentmethod1),考核说明Assessmentexplanations：一经查实经销商有提报虚假用户档案或有其他弄虚作假的行为，则取消其相应考核期内的CSS问卷（服务）电话调研的成绩。Dealersmust,providerealcustomerdocuments.Iffakedocumentsoractionsarefound,dealerwillhavenoscoreforCSS(service)telephoneinterviewofrelatedperiod.,用户满意度-服务CSSService,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%,考核销售折让AssessmentDiscountCSS服务Service,排名在前Rankingtop25排名在第Ranking2675，排名在第Ranking7690，排名在后Bottom1027,0.4%0.3%0.2%0,0.3%0.225%0.15%0,非J.D.PowerCSI调研城市NonJ.D.Powersurveycities,J.D.PowerCSI调研城市J.D.Powersurveycities,考核销售折让AssessmentDiscountCSS服务Service用户满意度-服务CSSServiceCKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%考核办法一Assessmentmethod1以半年作为考核结果的兑现周期，根据CSS调研半年综合成绩进行经销商排名并给予相应比例的销售折让DealerswillberankedbasedonthefinalaveragehalfyearscoreCKD按以下标准兑现:CKDstandards,考核周期Assessmentperiod：根据调研公司的调查结果，奥迪销售事业部网络部每年将对该项共考核2次，每半年1次，按每半年的综合成绩进行考核。DealerswillbeassessedbyDDofASDtwiceayearaccordingtothegeneralsurveyresultprohalfyear.28,考核销售折让AssessmentDiscountCSS服务Service用户满意度-服务CSSServiceCKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%考核办法一Assessmentmethod1FBU按以下标准兑现:FBUstandards,排名在前Rankingtop25排名在第Ranking2675，排名在第Ranking7690，排名在后Bottom10,0.4%0.3%0.2%0,0.3%0.2%0.1%0,A8/Q7/A5/TT/Q5,A3,29,考核办法二Assessmentmethod2,以2011年J.D.POWERCSI调研结果兑现2011年1-12月的0.1%考核比例.,2011CSIresultswillbethebasisof0.1%salesdiscountfromJantoDec.2011,情况一：当奥迪品牌在J.D.PowerCSI排名前3名时，所有33个调研城市的经销商都将获得,0.1%考核销售折让；,Situation1:IfAudiranksTop3inJ.D.PowerCSI,alldealersin33citieshavethe,qualificationtoget0.1%,情况二：当奥迪品牌在J.D.PowerCSI排名前3名之外时，以排名第3的品牌得分为基准，,城市得分高于或等于该分数时，其所在城市的经销商才能获得0.1%考核销售折让,Situation2:IfAudinotranksTop3,thescoreofthe3rdbrandwillberegardedas,basis.Ifcitysscorethisscore,dealersinthiscityhavethequalification,toget0.1%,用户满意度-服务CSSService,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%,考核销售折让AssessmentDiscountCSS服务Service,30,用户满意度-服务CSSService,CKD(A6L/A4L/Q5)/FBU(A8L/Q7/A5/TT/Q5):0.4%,A3:0.3%,考核销售折让AssessmentDiscountCSS服务Service,特别说明Specialexplanations：,当J.D.Power调研城市没有CSI结果即样本量为零时，该城市的经销商考核办法同非,J.D.Power调研城市。,IfJ.D.PowersurveycityhasnoCSIresult(nosuccessfulsample),theassessmentmethodofthedealersinthiscitywillbethesameasthedealersinnonJ.D.Powersurveycity.,2011年6-12月开业的J.D.Power调研城市经销商，考核办法同非J.D.Power调研城市。,TheassessmentmethodofdealerswhichwillopenwithinJun.toDec.2011will,bethesameasthedealersinnonJ.D.Powersurveycity.,考核办法二Assessmentmethod2,31,考核销售折让AssessmentDiscount,目的：检查奥迪经销商对标准服务核心流程及维修技术标准的执行及达成情况；,Objective:TocheckAudidealersimplementationofServiceCoreProcessand,RepairTechniqueStandard.,考核车型范围Assessmentmodels：CKD&FBU；考核依据Assessment,飞行检查结果排名：一汽-大众委托第三方调研公司实施飞行检查，全年实施两轮普查和两次复查。每轮普查之后公布一次排名，普查排名前50%的经销商获得相应考核销售折让；而普查排名后50%经销商需要再接受一次复查，按照复查的结果重新公布一次排名，然后再根据复查排名给予相应考核销售折让。飞行检查目标车型为CKD和FBU车型。,TherankingofWorkshopTestresult:ThethirdpartyconsignedbyFAW-VWAudiSalesDivisionwillimplement2wavesoveralltestand2wavesretesteveryyear.Therankingwillbereleasedaftereachoveralltest.Thedealersrankingtop50%attheoveralltestwillgetthecorrespondingdiscount.Andthedealersrankingbottom50%attheoveralltestwillhavetotakearetest.Afterretest,therankingaccordingtotheresultofretestwillbereleased.Thenthedealerswillobtainthecorrespondingdiscount.TargetmodelsofWTareCKDandFBU.,飞行检查WorkshopTest,CKD(A4L/A6L/Q5)/FBU(A8L/Q7/Q5/TT/A5/A3):0.2%,32,考核销售折让AssessmentDiscount,飞行检查WorkshopTest,CKD(A4L/A6L/Q5)/FBU(A8L/Q7/Q5/TT/A5/A3):0.