| In recent years, China's automobile industry is an annual rate of more than 20% of the rapid growth. As international crude oil prices, raw materials, such as steel prices since 2004 has continued to rise, the cost of car manufacturing enterprises increased price war spread to the entire auto market, car production enterprises operating profits falling quickly from the miserable meager profit to the competition era. Against such a backdrop, all manufacturers gradually change the marketing strategy, maintain cost advantages, expand production capacity and introducing and absorbing advanced international technology, gradually increase the intensity of market research and development, improve the product, and increase our market response capacity and strengthening sales channels , service network management, while closely with the upstream supplier cooperation, and supply Union and the implementation of brand strategy in a bid to build brand through competitive edge in the market. From a short-term effect, the operation of some enterprises through the series, had indeed received some success, and maintained sales growth, but from the development of the entire market, it is becoming increasingly intensified competition and lowering profits. There is every indication that the traditional marketing strategy in the current automotive market extremely subdivision, consumers increasingly rational consumption, product line marketing increasingly rich and external environment changing circumstances, the enterprises to seek new profit growth, changes in the market environment to develop new marketing strategies and sales model, 10% Hyundai Motor Marketing for the inevitable choice.Market competition intensifies, the increase in inventory pressure, the pains prices scuffle, forcing automobile manufacturers gradually calm down and realize that the market blindly foolhardy acts will surely be abandoned. Many manufacturers operating and marketing strategies in gradually adjust to respect the consumers, the focus of transfer decision-making from the "middle satisfied" to "determined to sell", that is, from "push" to "pull" transformation, and has tried to play down sales fall rate, thereby automobile enterprise implementation of the "system sales orders "mainstream rise.In 2004, FAW-Toyota the first domestic automobile sales orders of the ground, after more than a year of operation, although there dealer credibility is not high, consumers are not accustomed to, and other reasons, but because the system of orders and sales modes of production capacity planning, procurement, logistics, production, marketing, and other areas of low operating costs, orders mode gradually being accepted by the majority of automobile manufacturers. Particularly in the last two years volatile auto market by 2002 the "blow-out" to present a rational regression, FAW-Toyota with its low or almost zero vehicle inventories, due to changes in the market led to withstand the risk of inventory played a crucial role. When the car manufacturers by the end of 2004 for both manufacturers and dealers huge inventory and distressed, FAW-Toyota has a lower inventory levels, easily entered in 2005. FAW-Toyota orders of the successful sales model, has increasingly become China's current car models innovative marketing model. As early as in 2002, FAW-VW shareholders of both companies in the support to implement the "future project", put in a lot of human, material and financial resources, a large-scale organizational change and process reengineering, introduction and update a large number of German IT systems, build a real hope sense of the flexible production systems, not only to meet the needs of the consumers, jump into a new stage, but also hope that the enterprise's production and management costs have dropped substantially, for the truly pave the way for sales orders. But because of the two years 2003-2004 over-optimistic market expectations, leading to production planning much larger than actual sales results, combined with the annual target plan rigid system, 2003 - 2004 high vehicle inventories caused by continuous inventory promotions, making the high cost of marketing, this library to promote sales of the model to the enterprise and dealers have brought a heavy burden. In this context, FAW-VW in 2005 through the use of AaK (user terminal sales) target assessment standards and adopted by the pull-AaK plan system, have received a certain effect, but the reality of higher inventories manufacturers still exist, in terms of cost pressures, FAW-VW Secretary for decision-makers aware that the model is the production and marketing of orders FAW-VW。FAW-VW shareholders of the two sides in accordance with the Sino-German business development strategies, sales of Toyota and Volkswagen models and sales model the pros and cons. The new sales model that is not because of the capacity and inventory shortage in the market and lost opportunities, but also can not blindly increase production and improve the inventory, resulting in a waste of operating costs, not because of the logistics cycle is too long users loss of orders. Therefore, we believe that, in order to achieve these two objectives, FAW-Volkswagen need for a quota system under the orders system.Toyota model system of orders and FAW-VW mass market strategies to maximize the conflict, in order to solve this problem, manufacturers need to advance from the future needs of the market situation to predict. But this forecast is not entirely in accordance with the German public's forecasting model, completely separate from the manufacturers to complete. The market situation for the future can accurately judge the channel distributors, because they are the front line sales can be nuanced grasp the changes of market demand. We made this forecast dealers, manufacturers forecast as the most important basis for the future at the same time reference manufacturers adjust marketing strategy, as an official production orders. Will future production and expected inventory as quotas were issued to dealers, distributors, submitted pursuant to a quota orders. Manufacturers based on dealer orders to meet dealer demand. FAW-VW receiving "orders" refers to the FAW-VW dealers - the public's demand for vehicle orders, including direct customer orders, but also for their experience with dealers for inventory in advance of orders.We recognize "mode quota" system is suitable for current orders FAW-Volkswagen orders business management style, is also manifested by manufacturers for the goal of combining with the market demand, through display of resources, the market has widened, to achieve dealers weeks in advance orders for the units. On the one hand, and through dealers reported orders forecast, as far as possible, reflects the needs of the market, the actual production of resources to meet the basic needs of the market and avoid a backlog of inventory and the resulting huge costs. On the other hand, manufacturers had forecast in advance and order, ensure the rapid growth of demand in the market circumstances can provide sufficient resources to meet the market demand and achieve the maximization of the market and maintain market share goals.Orders and sales system to ensure the smooth implementation model, we re-organize the sales process and improve the sales companies in the market and the ability to forecast the forecast level, the establishment of the quota management processes and dealer order management processes, and production logistics system reconfiguration process. After combing the sale process has the following characteristics: 1. Bottom-up forecasts produced by the end-market sales start, integrated product, marketing, sales and other information so as to reflect the market demand, production planning arrangements and decided to prepare materials; 2. A top-down quota sales, and sales-ping After the final outcome of the value assigned to the principle of gradual decomposition of the SBU and dealers, as dealers and funds for advance sales on the basis of quotas and way ahead of decomposition notice to the source of car dealers, distributors promote advance sales; 3. dealers under the quota restrictions on user needs and, through the single-vehicle lock thinning demand, and orders for a time-management units, reduce market fluctuations of the production and logistics of the impact.After carding process we gave corresponding organizations readjusted after the organization include market development, market forecasts, orders reported by the regional work completed, the regional sales team to strengthen the role of the introduction of the new process is a key link. In fact, after the organizational change to the original difference is not only reflected in the work plan also includes network development, after-sales service, derivative financial services, training, and other work by the team of regional business unit commitment.Under the new process required by the system developers from IBM enhanced regional functions, improve the efficiency of the sales company perspective of the development of a new order management system SPRES. SPRES original with the company ERP system fully Butt, an increase of dealers and regional market forecasts modules, automatic quota allocation module, dealers automatic orders approving the inventory management module and some of the functions. The system can be a client of the Internet to operate more conducive to dealers and regional staff used to improve the original SAP system for the sale of equipment and network restrictions.Orders and sales patterns of implementation of the system so that the efficiency of the company have been greatly enhanced. A total of more than 330 dealers nationwide, as the original rationing system is the direct orders through artificial scheme members will be in the sales system to the vehicle sub-distributors, and FAW-VW popular models wide variety, so it is necessary to plan members 10 orders every day at full load of a vehicle such duplication of work and boring now is the process by dealers in their own marketing system terminals will be required to orders reported to the FAW-VW and marketing companies through the automatic approval SPRES system, and then confirmed the dealers funds verification, and the achievement of sales, now need only four orders plan, against four regional business unit, and most of the current work is the coordination and guidance dealer orders reported to work.In addition, since the resources are in their own dealers reported by the application, so the rhythm of car dealers in the more balanced and that changed the previous set of resources normally not anxious, for the end goal of complete surprise purchase of the situation, such as FAW-VW vehicle logistics also provided the opportunity to improve. The logistics capacity is also limited, if peacetime workload inadequate, and reached a peak at the end of logistics, the logistics is a waste of resources.Dealers reported in accordance with the rhythm of orders, dealers need to FAW week - public remittances, Zhou uniform for the entire month, but dealers in the stock is relatively balanced, in the past, the situation is different, the end of remittances and cars, and the purpose of fulfilling the objectives, and the beginning of the end of the vehicle inventories are relatively large, occupancy funds.Implementation of orders model is an interlocking, we can not give up the information chain, in order to have the necessary resources, dealers must first make forecasts, dealers in the quota is predictable structure in accordance with its automatic decomposition by the IT model, and dealers must, in its quota to the extent permitted to be carried out orders for five weeks reported. If the dealer is no longer the forecast stage and take effective measures to improve the accuracy of the forecasts, they are not in their quota of resources in Western structures.With the support of information systems, the Department can each from the system master distributor forecasts, orders, but the cause of the various dealers forecast to be adjusted and amended information in the system will be fully manifest. Dealers in order to explore potential customers, using the Department of CRM (customer relationship management) system, statistical analysis of potential customers and the composition and characteristics of the crowd of potential users to take measures such as tracking services, through the analysis of potential customers, orders to improve the accuracy of the report. It also can be different customers through CRM System of FAW - Volkswagen different product preferences of consumers recognize the different spending habits.The system model is the production and marketing orders, such as the automobile industry developed countries in Europe and America generally adopted by a car production and car distribution model. Because China's automobile industry a late start, but the market automobile consumption groups are spending habits need to gradually maturing process, orders for the production and marketing model is just the rise in China, FAW-VW mode of orders under the quota in this market is in the development of a useful exploration, a car manufacturers further optimize the production and marketing model provides recommendations. |
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