奥迪品牌经销商商务政策..ppt

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1、2009年奥迪品牌经销商商务政策Audi Dealer Margin Policy 2009,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Dealer Margin Policy-,CKD(A6L)6.8%,商务政策Dealer Margin Policy-,销量Volume,1.1%,CSS-Sales,0.2%,Mystery shopping,0.4%,Workshop Test,0.2%,CSS-Service,0.

2、4%,基础销售折让/Basic Discount 4.5%,考核销售折让/Assess-ment Discount2.3%,SSM,0.3%,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,th

3、e maximum for SSM is 0.3%,A6L,2009商务政策Dealer Margin Policy-,CKD(A4L)6.8%,商务政策Dealer Margin Policy-,销量Volume,1.1%,CSS-Sales,0.2%,Mystery shopping,0.4%,Workshop Test,0.2%,CSS-Service,0.4%,SSM,0.3%,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折让，否则将被扣除部分基础销售销售折让，最多可扣除0.3%Note:SSM is related to basic d

4、iscount,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%,基础销售折让/Basic Discount 4.5%,考核销售折让/Assess-ment Discount2.3%,A4L,2009商务政策Dealer Margin Policy-,FBU(Q7/A8/TT/A5)10.3%,销量Volume,1.7%,商务政策Dealer Margin P

5、olicy-,CSS-Sales,0.3%,CSS-Service,0.5%,SSM,0.3%,Mystery shopping,0.5%,Workshop Test,0.3%,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 disco

6、unt will be cut,the maximum for SSM is 0.3%,基础销售折让/Basic Discount 7.0%,考核销售折让/Assess-ment Discount3.3%,Q7/A8/TT/A5,2009商务政策Dealer Margin Policy-,R8,FBU(R8)9.0%,商务政策Dealer Margin Policy-,SSM,0.3%,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 dis

7、count,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%,基础销售折让/Basic Discount 9.0%,2009商务政策Dealer Margin Policy-,2009年奥迪品牌营销政策细则-CKD,Detailed Rules for Audi Margin Policy 2009-CKD,目的：提供经销商正常经营的基本费用 保证经销商基本生

8、存 鼓励经销商积极开拓市场 要求：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，并接受一汽-大众奥迪销售事业部组织的标准管理审核。基础销售折让规则：销售、服务标准中均有否决项，其中的任何一项没有通过，基础销售折让将被扣除0.3%。在否决项全部通过的前提下，按下列规则确定基础销售折让：,基础销售折让(A6L/A4L):4.5%,2009商务政策Dealer Margin Policy-,Objective Provide dealer normal operation cost.Ensure the basic viability of the dealer.Encourage

9、dealer to be active in market exploitation.Requirement Dealer must comply with all articles“authorized dealer agreement”and accept field Audit.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%w

10、ill be cut from the basic discount.Only all basic brand criteria fulfill,the dealers can get discount according to the following rules:,Basic Discount(A6L/A4L):4.5%,2009商务政策Dealer Margin Policy-,基础销售折让规则：-若 95%销售审核通过率 100%且95%服务审核通过率 100%，则可获得全部基础销售折让;-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0.3%;标准管理审核周期:每年审核

11、二次，每半年进行一次。,基础销售折让(A6L/A4L):4.5%,2009商务政策Dealer Margin Policy-,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 95%,0.3%will be cut from basic discount.Audit terms:Two times audit for t

12、he whole year,once a half year.,Basic Discount(A6L/A4L):4.5%,2009商务政策Dealer Margin Policy-,目的：鼓励经销商按月完成销售任务，确保奥迪品牌总体目标的实现考核销售折让比例：奥迪A6L&奥迪A4L：考核销售折让比例=1.1%折让系数 A考核办法：各品种分别考核，每月分别下达分销计划计划完成率100%，折让系数 A=1计划完成率100%，折让系数 A=计划完成率计划完成率=经销商月采购量（STD）月计划量100%对当月未完成计划的经销商，如果年底完成全年商务计划达80%以上的，按以下方法追溯：,销量考核(CKD

13、)：A6L/A4L 1.1%,2009商务政策Dealer Margin Policy-,Objective Promote dealers to fulfill the monthly sales target,ensure the achievement of Audi brand overall target Sales assessment ratio：A4L：Assessment ratio=1.1%discount coefficient(A)A6L：Assessment ratio=1.1%discount coefficient（A）Assessment method：Each

14、 model shall be assessed separately，Monthly distribution plan will be released separately.sales plan fulfillment rate 100%，discount coefficient A=1sales plan fulfillment rate 100%，discount coefficient A=sales plan fulfillment rate For the dealers that do not complete the monthly plan,if they could c

15、omplete the whole year business plan for more than 80%by the end of the year,the tracing back can be done as per the following method：,Volume Assessment(CKD)：A6L/A4L 1.1%,2009商务政策Dealer Margin Policy-,以经销商全年商务计划完成率作为计算各月计划完成率的最低标准，其他情况不予追溯。如果由于销售公司提前封帐，造成月计划未完成，销售公司年底将给予追溯。区域负责对经销商每月下达分销计划，并将计划签字后上报

16、综合销售部，上报时间必须在第5个工作日前，节假日顺延。区域对经销商每月下达分销计划总和必须同年商务计划一致，综合销售部、控制部负责核查计划准确性。如果出现差异，将以年商务计划为准。考核周期：每月,销量考核(CKD)：A6L/A4L 1.1%,2009商务政策Dealer Margin Policy-,Volume Assessment(CKD):A6L/A4L 1.1%,The completion rate of whole year business plan of dealers shall be taken as the lowest standard for calculating

17、the completion rate of monthly plans.Other situations will not be traced back.If the incompletion of monthly plan is due to the account book sealing in advance by SC,the SC shall provide tracing back at the end of the year Region are responsible to distribute the monthly distribution plan to the dea

18、lers,and deliver the signed plan to Audi General sales department.The Delivery deadline would be the 5th workday of every month.The total of the monthly distribution plan made by Region to the dealers should be in line with the business plan of the same year.SA and CT are responsible for checking th

19、e accuracy of the plan.It shall be subject to annual business plan in case of deviation.Payment period:each month,2009商务政策Dealer Margin Policy-,目的：提高用户满意度和奥迪品牌忠诚度,考核销售折让比例：最高考核比例为0.2%。根据经销商在CSS（销售）考核排名，给予经销商相应的考核比例。,考核办法：,用户满意度CSS-销售(A6L/A4L):0.2%,考核车型范围：CKD及FBU,2009商务政策Dealer Margin Policy-,考核周期：根据

20、调研公司的调查结果，奥迪销售事业部网络部每年将对CSS项目共考核2次，每半年1次，按每半年的综合成绩进行考核。,CSS销售成绩排名在前25，佣金奖励 0.2%CSS销售成绩排名在第2675，佣金奖励 0.15%CSS销售成绩排名在第7690，佣金奖励 0.1%CSS销售成绩排名在后10，不享受佣金奖励,Objective To improve customers satisfaction and the brand loyalty of Audi customers.Assessment ratio：Top most is 0.2,dealers will get corresponding

21、reward according to ranking on their performance on CSS salesAssessment models：CKD&FBU,CSS-Sales(A6L/A4L):0.2%,2009商务政策Dealer Margin Policy-,Assessment period Dealers will be assessed twice a year base on the findings of the survey agent.Once every half year,average results of half year is the base

22、for assessment.,Ranking on CSS sales results is Top 25，0.2%bonus will be obtained Ranking on CSS sales results is 26-75%，0.15%bonus will be obtainedRanking on CSS sales results is 76-90%，0.1%bonus will be obtainedRanking on CSS sales results is 91-100，no bonus,Assessment method:,用户满意度CSS-销售(A6L/A4L)

23、:0.2%,2009商务政策Dealer Margin Policy-,考核说明：若经销商提报虚假用户档案或有其他弄虚作假行为，则取消其相应半年度的CSS销售考核奖励；对于情节严重者，将取消其全年的CSS销售考核奖励。,CSS-Sales(A6L/A4L):0.2%,2009商务政策Dealer Margin Policy-,Assessment Requirement Dealers who provide unreal client information will be cancelled the corresponding half year qualification to earn

24、 CSS sales discount.If the behavior is too severe,the dealers will be cancelled the qualifications for the whole year.,目的：提高服务用户满意度和奥迪品牌忠诚度,考核佣金比例：最高考核比例为0.4%。根据各奥迪经销商在CSS（服务）考核成绩的排名，给予经销商相应的考核比例。,考核办法：,CSS-服务(A6L/A4L):0.4%,考核车型范围：CKD及FBU,CSS服务成绩排名在前25，佣金奖励 0.4%CSS服务成绩排名在第2675，佣金奖励 0.3%CSS服务成绩排名在第76

25、90，佣金奖励 0.2%CSS服务成绩排名在后10，不享受佣金奖励,2009商务政策Dealer Margin Policy-,Objective To improve customers satisfaction and the brand loyalty of Audi customers.Assessment ratio：Top most is 0.4%,dealers will get corresponding reward according to ranking on their performance on CSS service.Assessment models：CKD&F

26、BUAssessment method:,CSS-Service(A6L/A4L):0.4%,Ranking on CSS service results is Top 25，0.4%bonus will be obtainedRanking on CSS service results is 26-75%，0.3%bonus will be obtainedRanking on CSS service results is 76-90%，0.2%bonus will be obtainedRanking on CSS service results is 91-100，no bonus,20

27、09商务政策Dealer Margin Policy-,考核周期：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CSS项目共考核2次，每半年1次，按每半年的平均成绩进行考核。,考核说明：若经销商提报虚假用户档案或有其他弄虚作假行为，则取消其相应半年度的CSS服务考核奖励；对于情节严重者，将取消其全年的CSS服务考核奖励。,CSS-服务(A6L/A4L):0.4%,2009商务政策Dealer Margin Policy-,CSS-Service(A6L/A4L):0.4%,Assessment method:Dealers will be assessed twice a year ba

28、se on the findings of the survey agent.Once every half year,average results of half year is the base for assessment.Assessment Requirement Dealers who provide unreal client information will be cancelled the corresponding half year qualification to earn CSS service bonus.If the behavior is too severe

29、,the dealers will be cancelled the qualifications for the whole year.,2009商务政策Dealer Margin Policy-,秘密采购(A6L/A4L):0.4%,目的：检查奥迪经销商对奥迪标准销售流程的执行及达成情况。,考核佣金比例：最高考核比例为0.4%，根据经销商的不同秘密采购成绩(A)，给予经销商相应的考核销售折让比例(M)。未参加相应半年考核周期全部3次秘密采购的经销商将不享受该考核政策。,当89A 65,M=0.2%,当A 65，M=0,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6次，

30、前3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。,当A 89,M=0.4%,考核车型范围：CKD及FBU,考核办法：,2009商务政策Dealer Margin Policy-,Objective Check dealers implement of standard sales process Assessment ratio The top reward is 0.4%,different discount（M）will be paid for different results（A:score）,dealer who do not participant myster

31、y shopping 3 times in the responding half year assessment will not get this discount.Assessment models：CKD&FBU Assessment method:,Mystery shopping(A6L/A4L):0.4%,89A 65,M=0.2%,A 65，M=0,A 89,M=0.4%,NoteThe third party consigned by FAW-VW Audi Sales Division will implement mystery shopping on dealers f

32、or 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Dealer Margin Policy-,飞行检查(A6L/A4L):0.2%,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。,考核佣金比例：最高考核比例为0.2%，根据各奥迪经销商飞行检查考核成

33、绩(A：分)，给予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策。,考核周期说明：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2次，每半年1次，按每半年的成绩进行考核。,考核车型范围：CKD及FBU,2009商务政策Dealer Margin Policy-,当A 85,M=0.2%当85 A 70,M=0.1%当A 70，M=0,Workshop Test(A6L/A4L):0.2%,Objective To improve customers satisfaction and the brand loyalty of Audi customers.A

34、ssessment models：CKD&FBU,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 bonus,Assessment period Audi service dept contract a 3rd party to carry out 2 times a year WTC on dealer.Once half a year,

35、the results of each wave is the base of assessment.,2009商务政策Dealer Margin Policy-,A 85,M=0.2%85 A 70,M=0.1%A 70，M=0,2009年奥迪品牌营销政策细则-FBU,Detailed Rules for Audi Margin Policy 2009-FBU,目的：提供经销商正常经营的基本费用 保证经销商基本生存 鼓励经销商积极开拓市场 要求：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，并接受一汽-大众奥迪销售事业部组织的标准管理审核。FBU销售折让计算基础：为基本车型的

36、市场指导价 基础销售折让规则：销售、服务标准中均有否决项，其中的任何一项没有通过，基础销售折让将被扣除0.3%。在否决项全部通过的前提下，按下列规则确定基础销售折让：,基础销售折让(FBU)A8/TT/Q7/A5:7.0%;R8:9.0,2009商务政策Dealer Margin Policy-,Objective Provide dealer normal operation cost.Ensure the basic viability of the dealer.Encourage dealer to be active in market exploitation.Requiremen

37、t Dealer must comply with all articles“authorized dealer agreement”and accept field Audit.Sales Discount Calculation Basis Retail Price of Basic Models 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 fa

38、ils.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 Discount(FBU)A8/TT/Q7/A5:7.0%;R8:9.0,2009商务政策Dealer Margin Policy-,基础销售折让规则：-若 95%销售审核通过率100%且95%服务审核通过率 100%，则可获得全部基础销售折让;-销售审核通过率或服务审核通过率95%，则基础销售折

39、让被扣除0.3%;标准管理审核周期:每年审核二次，每半年进行一次。,基础销售折让(FBU)A8/TT/Q7/A5:7.0%;R8:9.0%,2009商务政策Dealer Margin Policy-,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 95%,0.3%will be cut from basic disco

40、unt.Audit terms:Two times audit for the whole year,once a half year.,2009商务政策Dealer Margin Policy-,Basic Discount(FBU)A8/TT/Q7/A5:7.0%;R8:9.0,目的：鼓励经销商按月完成销售任务，确保奥迪品牌总体目标的实现考核销售折让比例：A8/TT/Q7/A5：考核销售折让比例=1.7%折让系数 A考核办法：各品种分别考核，每月分别下达分销计划计划完成率100%，折让系数 A=1计划完成率100%，折让系数 A=计划完成率计划完成率=经销商月采购量（STD）月计划量100

41、%对当月未完成计划的经销商，如果年底完成全年商务计划达80%以上的，按以下方法追溯：,销量考核(FBU)：A8/TT/Q7/A5 1.7%,2009商务政策Dealer Margin Policy-,Objective Promote dealers to fulfill the monthly sales target,ensure the achievement of Audi brand overall target Sales assessment ratio：A8/Q7/TT/A5：Assessment ratio=1.7%discount coefficient(A)Assessm

42、ent method：Each model shall be assessed separately，Monthly distribution plan will be released separately.sales plan fulfillment rate 100%，discount coefficient A=1sales plan fulfillment rate 100%，discount coefficient A=sales plan fulfillment rate For the dealers that do not complete the monthly plan,

43、if they could complete the whole year business plan for more than 80%by the end of the year,the tracing back can be done as per the following method：,FBU Assessment:A8/TT/Q7/A5 1.7%,2009商务政策Dealer Margin Policy-,考核办法：以经销商全年商务计划完成率作为计算各月计划完成率的最低标准，其他情况不予追溯。如果由于销售公司提前封帐，造成月计划未完成，销售公司年底将给予追溯。区域负责对经销商每月

44、下达分销计划，并将计划签字后上报综合销售部，上报时间必须在第5个工作日前，节假日顺延。区域对经销商每月下达分销计划总和必须同年商务计划一致，综合销售部、控制部负责核查计划准确性。如果出现差异，将以年商务计划为准。考核周期：每月,销量考核(FBU)：A8/TT/Q7/A5 1.7%,2009商务政策Dealer Margin Policy-,The completion rate of whole year business plan of dealers shall be taken as the lowest standard for calculating the completion r

45、ate of monthly plans.Other situations will not be traced back.If the incompletion of monthly plan is due to the account book sealing in advance by SC,the SC shall provide tracing back at the end of the year Regional Force are responsible to distribute the monthly distribution plan to the dealers,and

46、 deliver the signed plan to Audi General sales department.The Delivery deadline would be the 5th workday of every month.The total of the monthly distribution plan made by Region to the dealers should be in line with the business plan of the same year.SA and CT are responsible for checking the accura

47、cy of the plan.It shall be subject to annual business plan in case of deviation.Payment period:each month,FBU Assessment:A8/TT/Q7/A5 1.7%,2009商务政策Dealer Margin Policy-,目的：提高用户满意度和奥迪品牌忠诚度,考核销售折让比例：最高考核比例为0.3%。根据各经销商在CSS（销售）考核成绩的排名，给予经销商相应的考核比例。,考核办法：,用户满意度CSS-销售(FBU),不含R8,考核车型范围：CKD及FBU,2009商务政策Deale

48、r Margin Policy-,CSS销售成绩排名在前30，佣金奖励 0.3%CSS销售成绩排名在第31-80%，佣金奖励 0.2%CSS销售成绩排名在第81-95%，佣金奖励 0.1%CSS销售成绩排名在后5，不享受佣金奖励,Objective To improve customers satisfaction and the brand loyalty of Audi customers.Assessment ratio：Top most is 0.3,dealers will get corresponding reward according to ranking on their

49、performance on CSS salesAssessment models：CKD&FBUAssessment method:,CSS-Sales(FBU)R8 is not included,2009商务政策Dealer Margin Policy-,Ranking on CSS sales results is Top 30，0.3%bonus will be givenRanking on CSS sales results is 31-80%，0.2%bonus will be obtainedRanking on CSS sales results is 81-95%，0.1

50、%bonus will be obtainedRanking on CSS sales results is 96-100，no bonus,考核周期：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CSS项目共考核2次，每半年1次，按每半年的综合成绩进行考核。,考核说明：若经销商提报虚假用户档案，则取消其相应半年度的CSS销售考核奖励；对于情节严重者，将取消其全年的CSS销售考核奖励。,用户满意度CSS-销售(FBU),不含R8,2009商务政策Dealer Margin Policy-,CSS-Sales(FBU),R8 is not included,Assessment perio