奧迪品牌經(jīng)銷商商務政策.

1、 2009年奧迪品牌經(jīng)銷商商務政策年奧迪品牌經(jīng)銷商商務政策audi dealer margin policy 2009 商務政策總覽商務政策總覽dealer margin policy overview ckd(a6l)ckd(a4l)fbu(a8/q7/tt/a5)6.8%6.8%10.3%fbu(r8)9.0%2009商務政策商務政策dealer margin policy - ckd(a6l)6.8%商務政策商務政策dealer margin policy- - 銷量銷量volume1.1%css-sales0.2%mystery shopping0.4%workshop test0.2

2、%css-service0.4%基礎銷售基礎銷售折讓折讓/basic discount 4.5%考核銷售考核銷售折讓折讓/assess-ment discount2.3%ssm0.3%注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷商的銷售注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷商的銷售和服務管理都符合標準要求時，可獲得全部基礎銷售和服務管理都符合標準要求時，可獲得全部基礎銷售折讓，否則將被扣除部分基礎銷售折讓，最多可扣除折讓，否則將被扣除部分基礎銷售折讓，最多可扣除0.3%note: ssm is related to basic discount,dealer can get full basic d

3、iscount if both sales and service fulfill standards, otherwise basic discount will be cut,the maximum for ssm is 0.3%a6l2009商務政策商務政策dealer margin policy - ckd(a4l)6.8%商務政策商務政策dealer margin policy - 銷量銷量volume1.1%css-sales0.2%mystery shopping0.4%workshop test0.2%css-service0.4%ssm0.3%注：標準管理與基礎銷售折讓有關(guān)，

4、當經(jīng)銷商的銷售注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷商的銷售和服務管理都符合標準要求時，可獲得全部基礎銷售和服務管理都符合標準要求時，可獲得全部基礎銷售折讓，否則將被扣除部分基礎銷售銷售折讓，最多可折讓，否則將被扣除部分基礎銷售銷售折讓，最多可扣除扣除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 fo

5、r ssm is 0.3%基礎銷售基礎銷售折讓折讓/basic discount 4.5%考核銷售考核銷售折讓折讓/assess-ment discount2.3%a4l2009商務政策商務政策dealer margin policy - fbu (q7/a8/tt/a5)10.3%銷量銷量volume1.7%商務政策商務政策dealer margin policy - css-sales0.3%css-service0.5%ssm0.3%mystery shopping0.5%workshop test0.3%注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷商的銷售注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)

6、銷商的銷售和服務管理都符合標準要求時，可獲得全部基礎銷售和服務管理都符合標準要求時，可獲得全部基礎銷售折讓，否則將被扣除部分基礎銷售折讓，最多可扣除折讓，否則將被扣除部分基礎銷售折讓，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%基礎銷售基礎銷售折讓折讓/bas

7、ic discount 7.0%考核銷售考核銷售折讓折讓/assess-ment discount3.3%q7/a8/tt/a52009商務政策商務政策dealer margin policy - r8fbu(r8)9.0% 商務政策商務政策dealer margin policy - ssm0.3%注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷注：標準管理與基礎銷售折讓有關(guān)，當經(jīng)銷商的銷售和服務管理都符合標準要求時，可商的銷售和服務管理都符合標準要求時，可獲得全部基礎銷售折讓，否則將被扣除部分獲得全部基礎銷售折讓，否則將被扣除部分基礎銷售折讓，最多可扣除基礎銷售折讓，最多可扣除0.3%note: s

8、sm 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%基礎銷售基礎銷售折讓折讓/basic discount 9.0%2009商務政策商務政策dealer margin policy - 2009年奧迪品牌營銷政策細則年奧迪品牌營銷政策細則- -ckddetailed rules for audi m

9、argin policy 2009 -ckd q 目的：目的： 提供經(jīng)銷商正常經(jīng)營的基本費用提供經(jīng)銷商正常經(jīng)營的基本費用 保證經(jīng)銷商基本生存保證經(jīng)銷商基本生存 鼓勵經(jīng)銷商積極開拓市場鼓勵經(jīng)銷商積極開拓市場 q 要求要求： 經(jīng)銷商必須遵守經(jīng)銷商必須遵守“一汽一汽- -大眾奧迪特許經(jīng)銷商協(xié)議書大眾奧迪特許經(jīng)銷商協(xié)議書”中的所有規(guī)定，并接受中的所有規(guī)定，并接受一汽一汽- -大眾奧迪銷售事業(yè)部組織的標準管理審核。大眾奧迪銷售事業(yè)部組織的標準管理審核。q 基礎銷售折讓規(guī)則：基礎銷售折讓規(guī)則： 銷售、服務標準中均有否決項，其中的任何一項沒有通過，基礎銷售折讓將被扣銷售、服務標準中均有否決項，其中的任何一項

10、沒有通過，基礎銷售折讓將被扣除除0.3%。在否決項全部通過的前提下，按下列規(guī)則確定基礎銷售折讓：。在否決項全部通過的前提下，按下列規(guī)則確定基礎銷售折讓：基礎銷售折讓基礎銷售折讓(a6l/a4l):4.5%2009商務政策商務政策dealer margin policy - q objective provide dealer normal operation cost. ensure the basic viability of the dealer. encourage dealer to be active in market exploitation.q requirement deal

11、er must comply with all articles “authorized dealer agreement” and accept field 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 b

12、rand criteria fulfill,the dealers can get discount according to the following rules: basic discount (a6l/a4l):4.5%2009商務政策商務政策dealer margin policy - q 基礎銷售折讓規(guī)則：基礎銷售折讓規(guī)則： -若若 95%銷售審核通過率銷售審核通過率 100%且且95%服務審核通過率服務審核通過率 100%，則可獲則可獲得全部基礎銷售折讓得全部基礎銷售折讓; -銷售審核通過率或服務審核通過率銷售審核通過率或服務審核通過率95%，則基礎銷售折讓被扣除則基礎銷售折讓被

13、扣除0.3%;q 標準管理審核周期標準管理審核周期: : 每年審核二次，每半年進行一次。每年審核二次，每半年進行一次。 基礎銷售折讓基礎銷售折讓(a6l/a4l):4.5%2009商務政策商務政策dealer margin policy - p 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

14、 = 0.2%當當a 65， m = 0q 考核周期考核周期:奧迪銷售事業(yè)部網(wǎng)絡部每年將委托第三方對經(jīng)銷商實施秘密采購奧迪銷售事業(yè)部網(wǎng)絡部每年將委托第三方對經(jīng)銷商實施秘密采購6次，次，前前3次平均成績作為上半年考核依據(jù)，后次平均成績作為上半年考核依據(jù)，后3次平均成績作為下半年考核依據(jù)。次平均成績作為下半年考核依據(jù)。當當a 89, m = 0.4%q 考核車型范圍：考核車型范圍： ckd及及fbuq 考核辦法：考核辦法：2009商務政策商務政策dealer margin policy - q objective check dealers implement of standard sales

15、processq assessment ratio the top reward is 0.4% , different discount（ m ） will be paid for different results（a:score）,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

16、 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 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

17、of 2nd 3 waves will be as the basis for the second half year.2009商務政策商務政策dealer margin policy - 飛行檢查飛行檢查(a6l/a4l) :0.2%q 目的：目的：檢查奧迪經(jīng)銷商對標準服務核心流程的執(zhí)行及達成情況。檢查奧迪經(jīng)銷商對標準服務核心流程的執(zhí)行及達成情況。q 考核傭金比例：考核傭金比例：最高考核比例為最高考核比例為0.2%，根據(jù)各奧迪經(jīng)銷商飛行檢查考核成績，根據(jù)各奧迪經(jīng)銷商飛行檢查考核成績(a：分：分)，給予，給予經(jīng)銷商相應的考核傭金比例經(jīng)銷商相應的考核傭金比例(m)。未參加飛行檢查的經(jīng)銷商不享受

18、該考核政。未參加飛行檢查的經(jīng)銷商不享受該考核政策。策。q考核周期考核周期說明：說明：奧迪銷售事業(yè)部用戶服務部每年將委托第三方對經(jīng)銷商實施飛奧迪銷售事業(yè)部用戶服務部每年將委托第三方對經(jīng)銷商實施飛行檢查行檢查2次，每半年次，每半年1次，按每半年的成績進行考核。次，按每半年的成績進行考核。q 考核車型范圍：考核車型范圍： ckd及fbu2009商務政策商務政策dealer margin policy - 當a 85 , m = 0.2%當85 a 70, m = 0.1%當a 70 ， m = 0 workshop test (a6l/a4l) :0.2%q objective to improve

19、 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 dept co

20、ntract 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商務政策商務政策dealer margin policy - a 85 , m = 0.2% 85 a 70, m = 0.1% a 70 ， m = 0 2009年奧迪品牌營銷政策細則年奧迪品牌營銷政策細則- -fbudetailed rules for audi margin policy 2009 -fbu q 目的：目的

21、： 提供經(jīng)銷商正常經(jīng)營的基本費用提供經(jīng)銷商正常經(jīng)營的基本費用 保證經(jīng)銷商基本生存保證經(jīng)銷商基本生存 鼓勵經(jīng)銷商積極開拓市場鼓勵經(jīng)銷商積極開拓市場 q 要求要求： 經(jīng)銷商必須遵守經(jīng)銷商必須遵守“一汽一汽- -大眾奧迪特許經(jīng)銷商協(xié)議書大眾奧迪特許經(jīng)銷商協(xié)議書”中的所有規(guī)定，并接中的所有規(guī)定，并接受一汽受一汽- -大眾奧迪銷售事業(yè)部組織的標準管理審核。大眾奧迪銷售事業(yè)部組織的標準管理審核。q fbu銷售折讓計算基礎銷售折讓計算基礎：為基本車型的市場指導價：為基本車型的市場指導價q 基礎銷售折讓規(guī)則：基礎銷售折讓規(guī)則： 銷售、服務標準中均有否決項，其中的任何一項沒有通過，基礎銷售折讓將被銷售、服務標準

22、中均有否決項，其中的任何一項沒有通過，基礎銷售折讓將被扣除扣除0.3%。在否決項全部通過的前提下，按下列規(guī)則確定基礎銷售折讓：。在否決項全部通過的前提下，按下列規(guī)則確定基礎銷售折讓：基礎銷售折讓基礎銷售折讓(fbu) a8/tt/q7/a5:7.0%;r8:9.02009商務政策商務政策dealer margin policy - q objective provide dealer normal operation cost. ensure the basic viability of the dealer. encourage dealer to be active in market e

23、xploitation.q requirement dealer must comply with all articles “authorized dealer agreement” and accept field audit .q sales discount calculation basis retail price of basic modelsq regulations whether for sales or service, there are some basic brand criteria ,if any of basic brand criteria dose not

24、 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 discount (fbu) a8/tt/q7/a5:7.0%;r8:9.02009商務政策商務政策dealer margin policy - q 基礎銷售折讓規(guī)則：基礎銷售折讓規(guī)則： -若若 95%銷售審核通過率銷售審核通過率1

25、00%且且95%服務審核通過率服務審核通過率 100%，則可獲則可獲得全部基礎銷售折讓得全部基礎銷售折讓; -銷售審核通過率或服務審核通過率銷售審核通過率或服務審核通過率95%，則基礎銷售折讓被扣除則基礎銷售折讓被扣除0.3%;q 標準管理審核周期標準管理審核周期: : 每年審核二次，每半年進行一次。每年審核二次，每半年進行一次。 基礎銷售折讓基礎銷售折讓(fbu) a8/tt/q7/a5:7.0%;r8:9.0%2009商務政策商務政策dealer margin policy - q regulations 95% sales audit pass rate 100% and 95% ser

26、vice 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%當當89 a 75, m = 0.3%q 考核車型范圍：考核車型范圍： ckd及及fbu2009商務政策商務政策dealer margin policy - q objective check dealers implement of standard sales processq assessment ratio the top rew

27、ard 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), r8 is not included2009商務政策商務政策dealer margin policy - q notethe third party consigned by fa

28、w-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 waves 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商務政策商務政策dealer margin policy - 飛行檢查飛行檢查(fbu), 不含不含r8q 目的：目的：檢查奧迪經(jīng)銷商對標準服務核心流程的執(zhí)行及達成情況。檢查奧迪經(jīng)銷商對標準服務核心流程的執(zhí)行及達成情況。q 考核傭金比例：考核傭金比例：最高考核比例為最高考核比例為0.3%，根據(jù)各奧迪經(jīng)銷商飛行檢查考核成績（，根據(jù)各奧迪經(jīng)銷商飛行檢查考核成績（a：分），