汽车销售战略规划讲义.pptVIP

内容总结 外圆内方,士魂商道。COFCO/020918/SH-YGC(2000GB)。汽车销售服务同家电销售有相似之处，也有其独特性。围绕相关客户，汽车相关服务是汽车公司战略延伸的主体。忽略了资本需求和资本成本。信息不足/不完整/不精确。投资回报率 百分比。外部并购、合资、联盟。进口车/汽车租赁/二手车。菲亚特：全球市场表现不佳也影响了中国市场表现。博世：计划5年发展到1000家，2004年目标增加100家。HERTZ：赫兹是全球最大的汽车租赁商, 在北京、上海、广州、深圳、天津等城市都有步点，目前以直营为主。新的销售业态：汽车超市、网络销售。给客户提供可信、及时、增值的服务。4S/快修店/二手车/汽车租赁。26 第二十八页，共二十八页。 As we will see later in the document, a company needs many ideas in 层面 3 to build a few businesses in 层面 2. Naturally, with new ideas, the uncertainty is high. Most ideas just won’t work. Some companies have determined that it takes 100 ideas to arrive at 1 feasible business. This ratio is quite different than the one most companies anticipate when they consider continuous growth. They think they can use a pipeline of ideas, putting a few more ideas in the front end than they will need at the back end. What we have learned in our research is that this pipeline should, in fact, be a funnel. And a funnel requires a dramatic increase in the idea generation capabilities of most organizations. Intangibles provide companies with a new way to compete—the capital-light way. In the old economy, a capital-heavy approach meant that market access was gained through capital investment. In the global new economy, market access is gained instead through superior value arising from a capital-light, intangible-heavy approach. Rather than owning everything, reliance on alliances and web-based business systems allows for a reduction in the unwise use of financial capital. While a capital-heavy approach generates returns at or below the cost of capital, a capital-light, intangible-heavy approach generates high returns relative to the capital invested. In addition, the capital-heavy approach presents relatively high financial risk, while the intangible-heavy approach presents little financial risk. Finally, a capital-heavy approach is slow and inflexible, while the capital-light method allows for an enormous degree of flexibility with regard to responses. COFCO/0209