首页 上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy)

上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy)

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上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy)上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy) 上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy) Some people say ...

上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy)
上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy) 上汽大众营销战略卖产品更卖服务与摆缸战略(SAIC Volkswagen marketing strategy selling products more sell service and swing cylinder strategy) Some people say that marketing is an art, the reality of art, there are ideals. But whether it is business, art, people can give full play to their imagination and creativity, art endless, war variable method. When more and more and POLO brands such as Santana, Passat car ride in the Chinese earth, Volkswagen marketing strategy and strategic nature is increasingly the attention of the industry, the media reporter always too many to count such a question. In fact, summed up is: SAIC Volkswagen sell more products to sell services, and selling products and sales services will be "pendulum" cylinder". 1 Shanghai SAIC Volkswagen marketing strategy -- sell products sell more services Although China has entered the WTO, but the market has not fully operated according to the rules of the game, the import car climax has not yet arrived, imported cars because of the small number, the impact of small, and the people on the domestic car expectations are not the same. If the imported cars can be put into use, the domestic cars can only be put aside. The people who buy the imported cars are few, and they are small enough to be put in. Domestic cars that are too big to do can't do that. We don't want our prices to compete on top of others. But our prices will never be lower than others, and there's no need to do that. We sell products, sell more services, and that's what we think. In the price war, some enterprises succeeded, but did not make money, and therefore failed in business. We made some market research, to tell the truth, if we slightly loosen in the price, there will be 60% users to buy our products, but we can not get more market, unless we drop 3 5 million yuan, but it is not possible. Even after the fall, it is impossible to gain more shares, just to achieve a balance, and not increase the market share. Because users now pay more attention to quality and performance, many consumers are less than 100 thousand yuan car calm. TV companies are trying to keep their prices down, but none of them has benefited. This outcome has made everyone see clearly. We didn't focus on the price, but on what we should do. We have further strengthened some basic work in network construction, such as "customer satisfaction engineering"". Shanghai Volkswagen emphasizes that selling products more services, if this is done, it will benefit for a long time. In 2002, we established 7 parts warehouse in the country, in order to allow the vast number of maintenance stations can get very close to the parts they need, and gradually carry out 24 hours door-to-door service. We have the strength of the integrity of the agents, to do so, one is to put an end to counterfeit and shoddy; two is to reduce the spare parts inventory; three is to improve the satisfaction rate of accessories. Our after-sales service is the implementation of regional management, so that it is not only responsible for sales, but also responsible for after-sales service, the implementation of customer satisfaction project. So that everything can be resolved in the first time, making the user more convenient. If the complaints of users can be solved in time, their satisfaction rate will increase, and our sales will also increase significantly. The purpose of our operation is to prevent consumers' rights from being ignored. Pay attention to the construction of the dealer team, but also we sell the product more sell service in the meaning of the topic, we have to develop to 900. We are not the same with Guangzhou Honda, they are new construction, we are for the transformation of the old network, which is more difficult, than the transformation of the old city as the new city building to the same, the completion rate we should make strict examination on the dealer's plan, we measure well, your ability will only sell 600 cars you, pin 600, pin 600 is enough I will not give you a pin. Unless you say you still have the ability to develop, and you write the application report, we send people to reevaluate your ability. In this way, we will be able to ensure that their task in a relaxed state, and then use the remaining energy, carefully to serve users, especially in selling before the user carefully, guarantee the quality of each car. We had a departure center in Shanghai in 2002, In order to avoid dealers from Shanghai to transport. In this way, users can enjoy more first-class services. These measures are helpful to improve the satisfaction rate of users. It should be said that the current Volkswagen market in Shanghai is satisfied. Some people said that Buick dropped 40 thousand yuan at the beginning of the year, which had a great influence on passat. The impact will be there, but the Passat has stamina. Its excellent performance will be verified in the future. We also have an important job, that is, to strengthen the publicity of users. Before the car is sold, let the user fully understand the car, eliminate their blind spots on the product. In the price war in early 2002, many people said that my pressure is very big, saying that there is no pressure is unrealistic, but there is pressure to calmly observe the market, calmly deal with competition ah! Because some of the success of the price, but not necessarily all like this. We didn't say I didn't cut the price, but I didn't drop it right now, and I kept an initiative. You drop, you can't climb up. In early 2002, domestic car manufacturers have been diving, this is a new situation. In fact, WTO really doesn't have a big impact on them. In other words, the impact of imported cars on them is not great. But I messed up first. If he doesn't make money, the process will be painful. If you have a large profit space, then, even if it is not useful. So, for diving enterprises, the market pressure is light, the operation pressure is heavy. Shopping malls are like battlefields, and competition is like war. We think they think too much about the brutality of war. I will keep the value of the force, the initiative on the battlefield, because we did not hurt, nor what burden. As long as the price of imported cars surfaced, domestic car market is stable, China only in a cold now, not hot. The price of cold war means that it takes time. This is more than the comprehensive strength of the enterprise, can not rely on overnight desperately, because you can not go down at once a business. 2 Shanghai SAIC Volkswagen marketing strategy -- "swing cylinder" strategy" We sold 240 thousand in 2001, thanks to our network. Our network is now like a cylinder, so the network development strategy is called "swing cylinder" strategy". That is to say, in the small and medium-sized cities in the country, we all go to the cylinder, after the arrangement of the cylinder, if it rains, it will have water. If you don't rain, it doesn't have water. Well, it can't rain all the time, and it can't always rain. It's more than less. Sales also rise and fall. In this way, there is always water in my jar, and it can't be without water. If you don't have a jar there, even if it's raining, there's no water you want. 5 years ago, we began to implement the "swing cylinder strategy", "water" in the cylinder refers to the market, the cylinder broken, can not be filled, you can put one, this is no problem, because there are always broken cylinder. Our entire network now is a pool of living water, iron barracks running the soldiers, often have new faces. Over the past 5 years, some of our old dealers have been tested and developed, some have disappeared, and substitutes are a large number of new faces. They have brought vitality to our marketing network. They are eager to try to make achievements, which constitutes the vitality of the network. So, sometimes the cylinder is broken, for example, a dealer is becoming more and more estranged from us, and belongs to the broken cylinder, and we will soon develop a competent new dealer in this area. The cylinder will break, but not without the cylinder, and this is our "swing cylinder" strategy". The tanks are deep and shallow, like the coastal areas, the eastern Yangtze River Delta, and their water is large. The water in their rivers mainly depends on the rainfall and the rainfall. Therefore, their cylinders are naturally large. Will the cylinders of the underdeveloped areas become small bowls? And they won't, because we catch the earliest of the national market, and enter the deepest. We played a full-scale war, not a major war. We won't compete with our opponents for a city or a pool. We face the country. In the western part of the world, when they did not go deep, we had stood firm and opened up the market. The cylinder can not be put more, to stay a little space. Like China 9 million 600 thousand Km2 on the land are filled with cylinder, became a vast expanse of water has not? As part of the Shanghai Volkswagen Automobile accounted for only in the automotive industry, can not be fully occupied, so can not be filled. But it's important to put our cylinders on every point. That's what we're doing right now. 3 prepare for battle, continue to deal with new competition After entering the WTO, new products of domestic cars emerge in endlessly, new competitors have increased, and consumers have become more mature. China's economy is developing every year, and the growth of GDP is more than 7%, which is a gratifying phenomenon. The competition among automobile manufacturers is becoming more and more fierce, and the market share of each manufacturer will rise and fall. There is also an issue of imported cars, because 60 thousand vehicles in 2001, about 90 thousand vehicles in 2002, the increment should be 30 thousand. The market trend in 2001 is the first hot and then cold, 2002 is the first cold, then hot again hot. We are also in the water cylinder, therefore, you don't have to lie. In 2002 a new pursuit, the original target of 270 thousand vehicles, now for 300 thousand cars or nearly 300 thousand cars, 25% growth in 2001, we are playing the battle, is now the enterprise competition, although the competitive level is more and more high, but also have a champion. Some people asked whether 2003 was the same as in 2002. We said it was different every year, and it could be said that every month was different. Sometimes fast, sometimes slow, and sometimes to move to static, and sometimes to static braking. Keep green hills, not afraid of firewood burning. For example, when people are 50 years old, to adjust themselves, so that at the age of 60, it will shine second youth, like some people to the age of 70 is still very healthy, which is 50 years old conditioning.
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