一汽大众营销变革任重道远（FAW Volkswagen marketing reform long way to go）.doc

一汽大众营销变革任重道远（FAW Volkswagen marketing reform long way to go） The party said: according to the business policy and marketing plan, dealers often executed; internal fighting, price chaos, channel conflict frequently appeared each acts in his own way. B: the manufacturers do not understand the market, adapt to market effect is slow, the price support is not in place; poor service and sales rebate incentives can not be fulfilled, is not timely delivery, long supply cycle, treat the unjust and unfair business channels. The status of large dealers in the industrial chain increasingly require automobile manufacturers to provide more services and support, while businesses self consciousness and not on the stability of channel management, the formation of a certain influence, in addition, the strength of dealers is relatively weak, enterprise culture, interest differences, lack of information and many other reasons caused by the car the manufacturers marketing plan and the implementation of the policy type. If the market information, the effectiveness of feedback cant get away from the customer, away from the line, often make the car manufacturers for the ability to grasp the pulse of the market has deteriorated, and pragmatic marketing decision is difficult to be guaranteed. In the daily management of channels, channel conflict is the key lies in not only can hardly be avoided, how to resolve the conflict, more important is how to manage the risk prevention, through customer oriented channel planning, a clear business area in each channel, but also help to reduce the friction between the channels. The main reason is that as an independent economic entity, the interests of each other are different, and the sense of community between factories and businessmen is difficult to be truly formed and can be carried out continuously. However, the real customers (end users) are not real and timely attention, and dealers play an important channel to meet the customers manufacturers, c