奥迪培训资料

全年市场投放百分比 X≤0.1%,奥迪市场部将取消其半年内参与市场营销活动（投放、展会、市场培训等） 及年度市场评比的资格；半年内市场部广告投放中取消其经销商地址；半年内取消特殊支持性项目。
The percent of the all-year marketing X≤0.1% , the AUDI marketing department will cancel the qualification for them to join the marketing event in the half year(inc. Launch Event，Motor Show, and marketing training etc.) and the chance to attend the yearly marketing award. The dealers‟ address will also be canceled in the advertising of the media by Marketing department for half year, and also the special support project in the half year.
4. The final inspection result will be reported to ASD Controlling Department before 25th of each month.
5. ASD Marketing Department may spot-check aperiodically. Each phoniness will take back the margin of the quarter and the person concerned will be punished.
奥迪市场部/Audi Marketing
1
奥迪市场部/Audi Marketing
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% ②季度市场投入百分比 0.3%≥ X≥0.1% ③季度市场投入百分比 X＜0.1% 奥迪市场部/Audi Marketing 佣金=0.2% 佣金=市场投入百分比-0.1% 佣金=0.0%
regional marketing events,checking contract/invoice/AD backup clips
签字确认 Signature and confirmation
确认经销商佣金点数 confirm the percent of dealers’ margin 系统数据维护 data maintenance
3. ASD Marketing Department Regional Marketing takes charge of checking and maintaining R/3 data. The manager of Marketing Department confirms and signs.
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
6.
Dealers and regional marketing manager should keep all the information in the archives.
奥迪市场部/Audi Marketing
6.管理流程/Work flow 程序 Process
经销商市场总监 dealer marketing manager
职责分工 Responsibility
季度《广告活动计划》quarter<AD campaign plan>
《经销商市场营销佣金考核表》<Dealer marketing margin checking form >
总结报告 summarize 报样/活动照片 clips/campaign photo
Note:The percent of the all-year marketing investment X≥0.3%，,and the percent of marketing investment of every quarter ≥ 0.1% , for the quarters, in which the dealers don‟t finish the task, we will give the return.
依据《经销商市场营销佣金考核表》折让实 施implement discount according to < Audi Controlling Department Dealer marketing margin checking form >
奥迪市场部/Audi Marketing
5.考核细则：
1.每季度实际支付市场费用项目包括：电视、报纸、杂志、网络、广播、户外等广告，以及车展、促销活动、
产品置入和赞助等市场活动。
2.佣金考评素材（合同、付款凭证、发票的复印件）应与《经销商市场营销佣金考核表》一同按月上报区域；
每季度末对于参与考评但不曾上报的项目，经销商在本季度下一个月5号前将考评素材报给区域。 区域市场经理审核评分，填报本季度《经销商市场营销佣金考核表》，佣金一项精确到万分之一。区域总监签 字确认，于10日前报市场部区域营销室。 3.奥迪市场部区域营销室负责复核及抽查，并维护R/3系统数据，市场部经理签字确认。 4.最终签字确认后的考核结果当月25号前报给奥迪事业部控制部。 5.奥迪市场部将不定期进行抽查，每发现一次虚假情况追回一个季度营销折让,同时追究相关人员责任。 6.上报素材要求经销商、区域均要留存备案。
3. 经销商市场活动规范/EI
4. 5. 6. 7. 奥迪品牌理念与品牌价值/brand claim and key value 市场形式分，SWOT，Whole，segment 奥迪产品、产品规划、竞争对手、沟通主张/Product plan,competitor,slogan 近期市场营销工作重点/Marketing trend in Q2
2. Dealers should report all the relative documents (including contract, pay voucher, copy of invoice etc.) with < Dealer marketing margin checking form> to the regional marketing manager per month. For the items that were not reported to the regional marketing manager but participate in the calculation during a quarter, dealers must report with all the materials in the first 5days of next quarter. Regional marketing managers score and fill the <Dealers Marketing margin checking form > quarterly (margin exact to 0.01%). After regional director ‘s confirming and signing, regional marketing managers send it to Regional Marketing of Marketing Department before 10th of each month.
合同/发票 contract/invoice
区域市场经理 汇总上报《经销商市场营销佣金考核表》 Regional marketing manager
collect and report< Dealer marketing margin checking form >