Secret
2016年度
上汽大众汽车有限公司
大众品牌经销商销售激励政策SAIC VOLKSWAGEN VW Brand
Dealer Sales Incentive Policy in Y2016
2016年度上汽大众汽车有限公司
大众品牌经销商销售激励政策
SAIC VOLKSWAGEN VW Brand Dealer Sales Incentive Policy in Y2016
一、基本原则Principle
1.简化考核，促进销售达成；Simplify assessment and encourage sales achievement.
2.加大对经销商市场推广的支持力度，尤其是针对重点车型和线下活动；Improve
marketing promotion support for dealers, especially key models and BTL support.
3.加大对新入网经销商的支持力度，保障其盈利性；Increase comprehensive support
for newcomer to ensure profitability.
4.奖励计算以单车税前开票价为基准；Use rate of dealer price before tax to calculate
bonus.
5.除特别说明外，返利发放均以经销商车辆出库作为零售统计依据；Sales volume
statistics is based on retail excluded special instruction;
6.由经销商交车的上海大众关键客户营销的销售将通过佣金方式结算，不计入
经销商的销量；Fleet sales by dealers will be calculated by commission, not count into
the dealer sales volume.
二、奖励类别和发放方式Sorts of Bonus and Payment
(一)开票折扣Margin：
1.折扣额度Discount：
1)Passat车型：约为车辆税前开票价5.5%的基本折扣；Passat Discount: about
5.5% basic discount of dealer price before tax.
2)New Polo(Entry)车型：约为车辆税前开票价3.5%的基本折扣；New Polo
(Entry) Discount: about 3.5% basic discount of dealer price before tax.
3)其它车型：约为车辆税前开票价4%的基本折扣；Other Models Discount:
about 4% basic discount of dealer price before tax.
2.发放范围：经销商所有从上海上汽大众进货的正常费率民用车辆。Payment
range：All the normal fee rates cars purchased from SVW.
3.发放周期：开票时直接折扣。Frequency：Directly.
(二)销售达成奖励Sales Achievement Bonus
1.折扣额度：车辆税前开票价的百分比，按照不同档次见下表。Discount: per car
90%.
量，详见每季度签署的《经销商销售目标沟通确认单》。To maintain sales, dealer should keep reasonable stock.Reasonable Stock refers to the stock varieties and quantities of contractual vehicles kept by the dealers for meeting customers’ requirements and the
normal business operation after negotiating with SVW.Detailed info can be seen in quarterly signed "Confirmation sheet for Dealer Target".
2.发放范围：经销商当季实现直销并扫描出库的符合条件的正常费率民用车辆。
对销售退回的车辆将在退回当季扣除已发放的返利。Payment range: The normal fee rates cars which have been delivered and qualified for relevant conditions. For
returned purchase, the relevant bonus will deducted back in the same quarter.
3.发放周期：月度预发，季度追溯。Frequency: Monthly pre-issue, quarterly retrospect.
2.发放范围：经销商当季实现直销并扫描出库的符合条件的正常费率民用车辆。
对销售退回的车辆将在退回当季扣除已发放的返利。Payment range: The normal fee rates cars which have been delivered and qualified for relevant conditions. For
returned purchase, the relevant bonus will deducted back in the same quarter.
3.发放周期：月度预发，季度追溯。Frequency: Monthly pre-issue, quarterly retrospect.
(四)售后综合满意度奖励Service Satisfaction
1.折扣额度：车辆税前开票价的百分比，按照不同档次见下表。Discount: per car
rate of dealer price before tax;
be degraded one level if dealer doesn't pass the re-test.
参与排名及发放的对象为4S店、直管直营店、带销售维修功能的直管城市展厅。Ranking members include 4S、DRRS、City Showroom with Sales and Service.
2.发放范围：经销商当季实现直销并扫描出库的符合条件的正常费率民用车辆。
对销售退回的车辆将在退回当季扣除已发放的返利。Payment range: The
normal fee rates cars which have been delivered and qualified for relevant conditions. For returned purchase, the relevant bonus will deducted back in the same quarter.
3.发放周期：月度预发，季度追溯。Frequency: Monthly pre-issue, quarterly retrospect.
(五)市场推广奖励Marketing Promotion
1.发放标准：见下表，单位：元；Bonus Discount: unit: RMB
基于SVW总部和各RSSC对经销商市场推广、客户俱乐部活动及其它符合品牌颁布的市场考评标准，由SVSR，SVMC和RSSC对活动的结果及费用进行核实。Based on the marketing promotion and customer club standard, as well as other brand issued standard by SVW HQ and RSSC, the final results will be approved by SVSR, SVMC and RSSC.
经销商市场推广奖结余额度可以释放至其它经销商使用。其中财务扣除部
分不得结转。具体的分配方法由SVSR和RSSC制定相应规则确定。The surplus of dealer marketing promotion bonus can be released to other dealers. The deduct part by SF should not be released. SVSR and RSSC will issue detailed rule to decide which dealer can meet the conditions.
2.发放范围：经销商当季实现直销并扫描出库的符合条件的正常费率民用车辆。
除此以外，该部分车辆还享受9元/车的展厅沟通物料补贴和9元/车的社会化营销奖励。Payment range: The normal fee rates cars which have been delivered and qualified for relevant conditions. And these vehicles will get ￥9 material fee per car and ￥9 social media reward per car.
3.发放周期：月度预发，季度追溯。Frequency: Monthly pre-issue, quarterly retrospect.
(六)新入网经销商奖励Newcomer Bonus
1.折扣额度：以下奖项按保护期、适应期分别给予不同折扣额度，其它奖项与
常规经销商奖励额度相同；Discount: the following award will be calculated according to different period. Other awards will be calculated as regular dealers;
1)保护期：入网当季及下一季度，以自然季度为准；Protection period: opening
quarter and the next quarter. Quarter is subject to natural quarter.
销售达成奖励额度：按民用车批售量给予单车1.80%的奖励；Sales Achievement bonus: take 1.8% bonus according to normal car wholesale volume.
销售/售后综合满意度奖励额度：按民用车批售量分别给予单车0.35%的奖励；Sales/Service Satisfaction: take 0.35% bonus according to wholesale
volume respectively.
市场推广奖励：上汽大众承担经销商市场推广实际发生费用的50%，但不得超出折扣上限。Marketing Promotion: SVW will take 50% of dealer’s
actual marketing expenses, which should not exceed the discount upper limit.
2)适应期：保护期后的2个季度；Transitional period: two quarters after protection
period;
销售达成奖励额度：按民用车零售量给予如下奖励；Sales Achievement bonus: take the following bonus according to normal car retail volume.
销售/售后综合满意度奖励额度：按民用车零售量分别给予如下奖励；
Sales/Service Satisfaction: take the following bonus according to retail volume
，
’s
3.发放周期：月度预发，季度追溯。Frequency: Monthly pre-issue, quarterly retrospect.
(七)形象投资奖励CI/CD
1.延用2015年CI/CD相关政策，如有更新，新政策将另行公布。Y2015 CI/CD policy
will still be effective. If any change, the policy will be issued immediately.
(八)月度预发规则Monthly pre-issue regulation
1.延用2015年返利预发规则，详见如下：Y2015 bonus pre-issue regulation will still be
effective. Detailed regulation as follows:
proactively.
3.用户满意度CSI、现场检查OQC的详细规则详见当期的《评估策略与方法-销
售质量类》。服务满意度IKB/CSS、服务忠诚度CL、投诉处理CCH的详细规则见当期的《售后服务激励政策》。The detailed rules of CSI and OQC can be seen in < Dealer Evaluation Strategy and Measurement –Sales Quality Part>. While the detailed
rules of IKB/CSS/CL/CCH can be seen in < Dealer Aftersales Incentive Policy>.
4.本政策所指的正常费率是指车辆费率代码以非“N”结尾的车辆,以及由公司定
义的非特种车型。The normal fee rate cars are those not with the fee code terminated in ‘N’ and other models that designated by SVW.
5.专营店返利发放金额计入其所属特许经销商中。Branch bonus will be included in
corresponding 4S.
6.处于停业整顿的经销商其当期缺失的KPI以零分计算。Deficient KPI of dealers in
stop business to rectification status will be calculated as zero.
7.本政策属于经销商合同附件一：“经营管理指导方针”的一部分。This policy
belongs to the Annex I of dealer contract which is part of the dealer guidelines.
8.为了更好的激励经销商，在当前市场形势下提升经销商的销售积极性，缓解
部分经销商的资金压力，对未签特许合同，但已开通销售权的意向经销商(含直管直营店和直管城市展厅)，对于零售出库的车辆，给予单车税前开票价2.0%的折扣。In order to motivate dealers and support their cash flow, cars sold by
pre-authorized dealers (DRRS and DCS) with AS400 account can enjoy 2.0% discount per retail vehicle.
上海上汽大众汽车销售有限公司
2016年1月