Party B said: the manufacturers don't know the market, the products are slow to adapt to the market, and the price support is not in place; Poor service, inability to cash rebates and sales incentives, untimely delivery and long delivery cycle are unfair to channel merchants.
The status of large dealers in the industrial chain is increasingly prominent, which requires more services and support from automobile manufacturers. At the same time, the self-awareness and instability of merchants have certain influence on channel management. In addition, the relatively weak strength of dealers, corporate culture, divergent interests, information occlusion and other reasons make it difficult for automobile manufacturers to implement their marketing plans and policies.
If you can't get effective information in market feedback and stay away from customers and the front line, the ability of automobile manufacturers to grasp the pulse of the market will often deteriorate, and then the pragmatism of marketing decisions will be difficult to be guaranteed. In daily channel management, channel conflict is inevitable. The key lies not only in how to resolve conflicts, but also in how to manage and prevent risks. Through customer-oriented channel planning, we can define our respective business areas in the channel, which also helps to reduce the friction between channels at the same level.
main reason
The main reason is that as independent economic entities with different interests, it is difficult to really form and implement the sense of * * * identity among manufacturers. The real customers (end users) did not get real attention in time, and dealers are an important channel for manufacturers to meet customers. Automobile manufacturers should increase close cooperation with channels and strive to meet market demand. A simple truth is that satisfied dealers will have the motivation to pursue self-improvement and self-development and actively meet the various needs of consumers, but this is based on an open, fair and just channel environment (including reasonable business policies and efficient operating mechanisms). With "trust" as the core and adhering to the win-win principle, dealers will be included in the training system, distribution system, sales system, service system, information construction system and management system of automobile manufacturers. According to a set of scientific processes and organization, it is beneficial to understand customer needs and is suitable for rapid transmission to the corresponding research and decision-making departments of manufacturers.
Based on the change of market environment and the development of competitive situation, FAW-Volkswagen initiated the reform of channel management mode through the multi-level and all-round reform of marketing concept and model, and established a brand-new and efficient sales platform, thus achieving the goal of comprehensively improving the system operation ability and overall competitiveness.
solution
First of all, the method of dividing administrative regional markets was cancelled and the wholesale business model was changed. The organization structure and regional organization structure were adjusted within the enterprise, and four deputy general-level management positions were set up to be responsible for regional sales, strategic planning, business support and after-sales service. The whole sales area was divided into five strategic business units (SBU), including Beijing-Tianjin, Shandong-Hebei, North China, Central China and South China, which accounted for 80% of the total sales. Its top management is elected by the top leaders of the factory, and the power is directly issued. Everyone can talk directly with the company's top management, which is conducive to more direct and faster feedback to the whole market and users, while the other 20% plays a relatively small role in business development and is under the unified management of the headquarters. As a "cost center" and "profit center", SBU integrates the functions of sales management, marketing, after-sales service, financial control and training support, and further promotes the order-based management system, trying its best to arrange production, sales and logistics according to the actual orders of users.
Secondly, study consumer orientation and attach importance to product conceptual design in order to provide consumers with more suitable choices. Regarding the marketing model, we should focus on controlling chaos and try to avoid internal price wars, so we must control and manage it. As for how to manage, each region will have its own timely management mode according to the actual situation. In order to improve the channel health and create a good consumption environment, the original market guidance price system is adjusted to a unified terminal retail price according to the principle of unity and transparency. This price adjustment is a change at the institutional level. "Terminal retail price" is a relatively rigid indicator. The manufacturer clearly stipulates that the retail price of the terminal is sold as the transaction price. As for others, SBU can adjust and formulate other local non-price marketing strategies and promotional activities according to the actual situation, such as advertising, public relations and other cost support. This move is convenient for consumers to purchase FAW-Volkswagen products, to a certain extent, it reduces all kinds of distress brought to consumers by the inconsistency between the guide price and the retail price, gives consumers more time to learn about product performance, safety, technology and other information, reduces energy and time costs, and reduces the probability of purchase regret. At the same time, dealers also have a fair, transparent and orderly internal environment, which is conducive to enhancing the centripetal force of the channel, improving the overall combat capability, establishing a unified brand image and establishing a good channel reputation. Next, FAW-Volkswagen will start the channel optimization project of distribution network, completely eliminate substandard dealers, and make every effort to improve channel quality and system marketing ability. Customer satisfaction is the most important basis for FAW-Volkswagen to evaluate dealers. Therefore, it will increase the support for dealers with high customer satisfaction, strong integrated marketing ability and good sales performance; On the contrary, dealers with low customer satisfaction and unable to continuously and effectively implement the manufacturer's sales service standards and processes are bound to face the danger of being eliminated. They will eliminate the weak first-class dealers and attract and promote the second-class or other powerful dealers to join.
When the density of dealers at the same level is too high, it will easily lead to vicious competition. To this end, FAW-Volkswagen began to reorganize the network, integrate the primary and secondary networks, strive to improve dealer coverage, encourage primary dealers to build their own secondary outlets, and stimulate external market expansion. Through financial resources, standardize the internal management of the network, manufacturers give support to the second-class outlets in activities and advertisements, and compensate the basic expenses according to the different characteristics and costs of each region. The listing of new cars is an opportunity for reform. Some time ago, FAW-Volkswagen used the listing of new sagitar to inspect the dealers' market research, marketing ideas and ideas, planning and execution ability, which was also a good opportunity for primary assessment. At the same time, SBU staff will also actively contact the first-line market, control the local consumption characteristics, organize "joint chambers of commerce" to increase opportunities for regional cooperation, undertake market activities in this area, and adjust the main sales efforts of different dealers, but all of them are non-price promotions, focusing on highlighting the company and brand image, which will increase the promotion effect more pertinently.
Drawing lessons from the mature foreign automobile industry, when the market is more mature, many products are managed in the form of sales centers. However, the differences between domestic and foreign markets cannot be ignored. Market recognition, flexibility, accessories, logistics system, and business profitability cannot be achieved overnight. The key lies in how manufacturers promote, adjust, balance, integrate and upgrade ...! The delineation of exclusive distribution rights of Katie, golf area or city shows that manufacturers weigh the profits of businesses, avoid polarization and strive for progress under the premise of standardization and stability. Unfortunately, some mistakes in the evaluation of distribution rights have, to some extent, hit the enthusiasm of some high-quality dealers. Unified terminal price, in the case that products (especially new products) are not fully recognized and understood by some consumers, it is easy for some customers with low brand loyalty to get lost in seemingly attractive information such as new cars, price reduction or disguised price reduction. Faced with various pressures, FAW-Volkswagen's price is relatively rigid and slightly rigid, and businesses suffer. How to reverse the disadvantage and dial? In order to maintain the environment and develop harmoniously with the environment, automobile enterprises should first advocate the production and use of cleaner and more environmentally friendly cars. However, the true meaning of environmental protection does not stop there. In the end, automobile enterprises need to pay attention to the overall social environment, devote themselves to social environmental public welfare undertakings, promote the harmonious development between enterprises and the environment, build an environment-friendly enterprise, and at the same time convey the green lifestyle and concept to the public and car owners. Devote oneself to social welfare and environmental protection.
As of August 2006, FAW-Volkswagen has donated 2,654,380,600 yuan since its establishment. The scope of donation includes social undertakings, medical and health care, cultural undertakings, sports undertakings, education undertakings, caring for vulnerable groups, environmental protection and social security undertakings.
Especially in environmental protection, in addition to the above donations and investments, FAW-Volkswagen also launched an environmental protection action plan jointly formulated with Volkswagen in 2005, which systematically and professionally summarized and confirmed the concept of "full pollution prevention" formed by FAW-Volkswagen in the past 20 years for the first time. The plan clearly includes the energy consumption and pollution problems in the whole process of automobile manufacturing into the control scope, which has a very positive reference significance for comprehensively discussing how to control the consumption and influence of automobiles and related industries on the environment and energy in other links, and how to further optimize the environmental protection operation expenditure of the system.
2008 Beijing Olympic Games Automobile Partner Member Enterprises
As a member enterprise of Beijing 2008 Olympic Games automobile partner, FAW-Volkswagen has carried out a series of actions related to the Green Olympics. In March 2007, Shanghai Volkswagen launched the "Olympic Heart Forest" plan and set up a special fund for the Green Olympics with the same name, which marked that FAW-Volkswagen began to fully implement the green Olympic strategy. The launch of the plan not only links the participation of car owners and the public, but also expands the concept of environmental protection from the level of product and enterprise production to deeper social welfare and long-term harmonious development with the environment. Power system:
Turbocharged gasoline direct injection engine (TSI): Turbocharged gasoline direct injection engine (TSI) represents Volkswagen's four-stroke engine and adopts direct injection technology and supercharging technology. It combines the advantages of direct injection diesel engine and four-stroke engine, which can meet higher performance requirements and maximize driving pleasure. All TSI engines have the advantages of low fuel consumption, large traction and large torque (even at low engine speed).
Turbocharged diesel direct injection engine (TDI): Turbocharged diesel direct injection engine (TDI) refers to the diesel vehicle that Volkswagen adopts direct injection technology and turbocharging technology. TDI has the advantages of saving fuel consumption, reducing tail gas pollution, large traction (large torque) and high efficiency. TDI has become a registered trademark of Audi in many countries. Working principle: The exhaust gas turbocharger provides fresh air for the engine, ensuring sufficient air intake in the cylinder. After the intake pressure rises, the fuel injector directly injects fuel into the cylinder with extremely high pressure. Efficient engine sound insulation technology can reduce engine noise. In-cylinder treatment combined with tail gas purification measures can always keep TDI clean.
Direct injection gasoline engine (FSI): FSI is short for direct injection gasoline engine. The biggest difference between TSI engine and TSI engine is that it does not use turbocharger or compressor to boost intake air. Spontaneous combustion event
Because the Jetta car purchased spontaneously ignited at the exit of the parking lot, the owner and property insurance co., Ltd. sued the vehicle manufacturer FAW-Volkswagen Automobile Co., Ltd. to the court, claiming the economic loss of 1 1.8 million yuan. After hearing the case, Beijing Chaoyang People's Court decided to support all the claims.
Antitrust case
On September 2065438+2004 1 1 day, Hubei Provincial Price Bureau issued a message. After investigation, it is determined that FAW-Volkswagen Sales Co., Ltd. and some Audi dealers implement price monopoly in Hubei Province. Under the guidance of the Price Supervision Bureau of the National Development and Reform Commission, FAW-Volkswagen Sales Co., Ltd. was fined 248.58 million yuan.
It is found that since 20 12, Audi Sales Division under FAW-Volkswagen Sales Co., Ltd. has organized 10 Audi dealers in Hubei Province, such as Ding Jie, Huaxing Handi, Zhongji, Oze, Wuhan Aolong, Ouka, Xiangyang Dongfu, Yichang Aolong, Huangshi Aolong and Shiyan Aolong, to reach and implement monopoly agreements on vehicle sales and service maintenance prices. Organize dealers to reach and implement a monopoly agreement on vehicle sales and service maintenance prices in the form of convening dealers to sign an Audi price limit table in Wuhan and a guarantee letter on the price scheme of Central China Community; Supervise the dealers to implement the price management measures of FAW-Volkswagen Sales Co., Ltd. by directly issuing the Notice on Strictly Implementing Audi Standard Price System in Hubei Province in Central China, the Regulations on Service Marketing Management in Hubei Province, and setting up a competition order standardization group.
It is also found that since 20 13, some Audi dealers in Wuhan, Hubei Province have not only participated in the above-mentioned monopoly agreement on vehicle sales and service maintenance organized by FAW-Volkswagen Sales Co., Ltd., but also reached and implemented the monopoly agreement on vehicle sales price by signing the price list and meeting minutes of Wuhan dealer alliance.
Recall event
Due to the failure of the rear axle, FAW-Volkswagen recalled more than 560,000 new sagitars. 201410/5, FAW-Volkswagen Automobile Co., Ltd. and Volkswagen (China) Sales Co., Ltd. filed a recall plan with the General Administration of Quality Supervision, Inspection and Quarantine, and announced that from February 2, 20 15, 20. The suspension fracture problem has not been solved in the end, and it may continue to fracture in the future.
FAW-Volkswagen Automobile Co., Ltd. decided to recall some imported Audi A4 and domestic Audi A4L cars from 2065438+2004129 October according to the requirements of the Regulations on the Management of Defective Automobile Product Recall. This time, the company recalled 4,692 imported Audi A4 allroad cars and 265,943 domestic Audi A4L cars produced from May 25th, 2065,438+04 to October 22nd, 2065,438+04/KLOC-0, totaling 270,635.
Due to the problem of setting the software parameters of the airbag control unit of some vehicles within the scope of this recall, the front airbag may not be opened correctly in the case of a few side collisions at a special angle, which poses a safety hazard.
A few days ago, FAW-Volkswagen Automobile Co., Ltd., Volkswagen (China) Sales Co., Ltd. and Porsche (China) Automobile Sales Co., Ltd. filed a recall plan with the General Administration of Quality Supervision, Inspection and Quarantine according to the requirements of the Regulations on the Management of Defective Automobile Product Recall, and decided to recall the following cars from March 20, 2004:
(1) Audi A5, A5 Cabriolet, A7, Q7 and A8L cars with 3.0TFSI engines imported by FAW-Volkswagen Co., Ltd. from April +0/KLOC-0 to February+0, 1965;
(2) Audi A4L and A6L with 3.0TFSI engines produced by FAW-Volkswagen Co., Ltd. from June 20 1 1 February, with a total of 28 15 vehicles;
(3) Volkswagen Touareg 3.0TSI and Touareg 3.0TSI hybrid cars imported by Volkswagen (China) Sales Co., Ltd. from 201to 20 12, * * * 16725 vehicles;
(4) 9114 imported by Porsche (China) Automobile Sales Co., Ltd. and 9 135 Cayenne, Cayenne S hybrid and Panamax S hybrid with 3.0TFSI engine.
FAW-Volkswagen Automobile Co., Ltd. has filed a recall plan with the General Administration of Quality Supervision, Inspection and Quarantine, and will recall some imported Audi SQ5 cars from August 6, 20 14-20 15. The production date is July 22, 20 13 to February 25, 20 15, according to company statistics.
Due to design reasons, when the temperature of the vehicle within the scope of this recall is below minus 15 degrees Celsius, the steering assist function of the vehicle may be affected (turned off) by the software in the steering system control unit, resulting in heavy steering and potential safety hazards. The company will upgrade the steering control system software of vehicles within the recall scope to eliminate hidden dangers, and the stock vehicles will be sold after the hidden dangers are eliminated.
Broken shaft door event
The investigation results released by the General Administration of Quality Supervision, Inspection and Quarantine in September 1 1 and 20 15 show that the new sagitar car with the rear axle of connecting rod has potential safety hazards caused by the fracture of the longitudinal arm, which constitutes a defect. 1 1 In the evening, Audi AG (China), FAW-Volkswagen and Volkswagen issued a joint statement on the investigation announcement of AQSIQ. In addition to "sincere apology", the statement responded to consumers' concerns about vehicles for the first time, and introduced four measures, proposing that "vehicles of the same value can be replaced at the original price" in an unprecedented way.
The General Administration of Quality Supervision, Inspection and Quarantine announced the investigation results of the longitudinal arm fracture defect of the rear axle of the new sagitar car coupling. Through engineering test and expert argumentation analysis, the rear axle coupling installed on the new sagitar car has potential safety hazards caused by longitudinal arm fracture, which constitutes a defect.
The General Administration of Quality Supervision, Inspection and Quarantine requires FAW-Volkswagen Automobile Co., Ltd. to earnestly fulfill the main responsibility of product quality and safety, continue to improve the recall completion rate with a highly responsible attitude towards consumers, continue to strengthen the monitoring of lined vehicles, and further take measures to eliminate safety risks.
2065438+August 2004, AQSIQ launched relevant investigation. After investigation by the expert group of defect engineering analysis composed of authoritative experts, it is found that the longitudinal arm deformation resistance of the coupled axle of the new sagitar car is lower than that of similar structures. Under the impact or rubbing, the trailing arm will be deformed, and with the increase of deformation, the fatigue life will be obviously reduced. After the deformation of the trailing arm of the rear axle of some vehicles, it is not easy to be noticed in appearance, which leads to the owner not taking the initiative to inspect or repair the rear axle of the vehicle, and it is difficult for the manufacturer to effectively find the deformation of the trailing arm in the original maintenance process. The data show that among 457 cases of longitudinal arm deformation and fracture, 3 12 cases were caused by serious collision, accounting for 68.3%; 54 cases were caused by non-serious collision or rubbing, accounting for11.8%; The remaining cases are difficult to confirm because of incomplete information.
According to the investigation, the recall measures of installing bushings improve the deformation resistance of the trailing arm of the rear axle and reduce the possibility of deformation of the trailing arm. If the rear axle of the vehicle is hit and the trailing arm is deformed, the owner or unauthorized maintenance company fails to find it in time, and even after the trailing arm body is broken, the added liner can still keep the vehicle running for a certain mileage.