AUDI-奥迪经销商市场总监培训课件0213H精品.pdf

奥迪区域及经销商市场总监培训 Audi Sales Division Regional and Dealer marketing training 奥迪市场部/Audi Marketing 1/116 目录Agenda ： 1. 经销商市场营销考核政策/Margin policy 2. 奥迪品牌形象设计及广告规范/CI 3. 经销商市场活动规范/EI 4. 奥迪品牌理念与品牌价值/brand claim and key value 5. 市场形式分，SWOT，Whole，segment 6. 奥迪产品、产品规划、竞争对手、沟通主张/Product plan,competitor,slogan 7. 近期市场营销工作重点/Marketing trend in Q2 奥迪市场部/Audi Marketing 2/116 1 奥迪市场部/Audi Marketing 3/116 1.考核原则： 为了促进经销商市场营销投入，以经销商市场营销投入比例0.3%为依据，确定经销商佣金0.2%。 Principle: For promoting marketing investment from the dealers, according to marketing investment target 0.3% of the dealers to calculate, we fix on the dealer’s margin 0.2%. 2.市场投入计算： 季度市场投入百分比=每季度实际支付市场费用÷每季度销售额度×100% Calculate: the percent of marketing investment of every quarter=the actual marketing cost of every quarter ÷ sales of every quarter ×100% --市场费用计算额中允许包含FBU的市场费用 It is allowed, that includes the FBU marketing cost in the marketing cost --销售额度为STD量乘以当量价格，A4当量价格33万，A6L当量价格45万 The sale equals to the STD quantity multiply by the conversion price, A4 conversion price is 330,000RMB, A6L conversion price is 450,000RMB 3.佣金标准： ①季度市场投入百分比 X 0.3% 佣金=0.2% ②季度市场投入百分比 0.3%≥ X≥0.1% 佣金=市场投入百分比-0.1% ③季度市场投入百分比 X＜0.1% 佣金=0.0% 奥迪市场部/Audi Marketing 4/116 Standard: ① the percent of the marketing investment of every quarter X 0.3%, the margin = 0.2% ② the percent of the marketing investment of every quarter 0.3% ≥X ≥0.1%, the margin =the percent of marketing investment -0.1% ③ the percent of the marketing investment of every quarter X＜0.1% , the margin =0.0% 4.说明： 全年市场投入百分比X≥0.3%，并且各季度市场投入百分比都≥ 0.1%,对于未享受满点的季度，给予追溯。 Note:The percent of the all-year marketing investment X ≥0.3%，,and the per