Research On The Management Of Dealers’ Examination And Incentive In S Automobile Company

With China’s economy moving into the new normal,problems such as overcapacity in the automobile industry further aggravate the degree of market competition.With the gradual convergence of automotive products,automotive enterprises want to take the lead in the fierce market competition,supply chain optimization has become the primary task of all automotive enterprises.The dealer is a key part of the supply chain,which plays an important role among the manufacturers,distributors and retailers.Dealers rely on their understanding of the market,advantages of marketing channels,and direct contact with retailers,distributors or consumers to push the company’s products into the market.The determination of the management mode of dealers’ evaluation and incentive plays an important role in the company’s commodity sales.A sound management mode of dealer evaluation and incentive can effectively enhance the loyalty of dealers to manufacturers,maximize the use of resources,and ensure the realization of win-win situation between dealers and manufacturers,and enhance the competitive advantage of Chinese companies.Based on the theory of marketing channel and distributor management,we adopt literature research method and interview method,and also based on the analysis of the macro policy environment,industry and competition environment of s Automobile Company,finds that there is a lack of dealer evaluation and incentive management mode in s Automobile Company Perfect dealer selection,evaluation and elimination system;failure to carry out dealer classification management;lack of reasonable incentive methods for dealers;lack of a sound mechanism for improving the ability of dealers’ core post personnel,etc.Through the research and analysis of s Automobile Company,and then put forward the following ways to optimize dealers’ assessment and incentive management mode: first,optimize dealers’ selection,assessment and elimination mechanism: optimize distribution through score method Business selection mechanism,through the Balanced Scorecard to improve the dealer performance evaluation index system,and rely on the final score of the Balanced Scorecard dealer performance evaluation system to improve the company’s dealer elimination mechanism;second,improve the dealer classification management strategy:according to the final score of the dealer performance management index system to classify the dealers,and specific market segmentation.Third,improve the incentive strategy of dealers: according to the final score of the dealer performance management index system,encourage dealers by policy,so as to fully mobilize dealers’ enthusiasm to improve business performance;fourth,improve the core position personnel capacity improvement mechanism of dealers: put forward the optimization of talents for dealers from the Perspective of employee recruitment,employee training and employee incentive The measures of reserve provide endogenous power to realize the win-win situation of dealers and manufacturers.S automobile company must realize the optimization of the management strategy of dealer’s examination and incentive as soon as possible,and find and establish a more suitable strategy system for the development of enterprises.The analysis of this paper will provide reference value for other automobile enterprises to implement the dealer evaluation and incentive management mode,and improve the theoretical system of dealer evaluation and incentive management in China,so as to promote the long-term and stable development of China’s automobile industry.