| The China automobile industry in the fund, the technology, the talented person aspect huge disparity, cannot contend with the European and American developed country in the product, aspect the management. Therefore must rapidly expands own opportunity by the marketing network, this kind of space and time resources.As the republic automobile industry eldest son, a steam group also faces globalization keen competition, the marketing network took the enterprise the strategic resources, in some kind of degree, which had decided whether steam after joining WTO oneself to continue to develop, sharpens the core competitive ability, the promotion liberation brand image, comprehensively improves the marketing quality, down to survives. In on objective requests this a steam group in joins in front of WTO, must establish loyally, stable, vitality strong, the management advanced, layout reasonable, the function complete marketing network, establishes the good customer relations, develops weak market, enhances a steam overall strength.Along with the group company brand marketing strategy establishment, the brand promotion work already bought into line with the program coming up, the JieFang truck has passed through more than 40 years growth and the development, in the people mind already was the well-known product, the society holds the quantity already to surpass 1 million, the light was JieFang industrial output value amount to more than 50 billion Yuan every year. But the JieFang brand image is not certainly prominent, the partial local existence marketing network repetition establishment, the marketing policy is not unified, many business agents also pause in the level which the hand basket hawks, seriously has hindered the JieFang brand promotion.Strengthens with the final customer communication, understood and grasps the customer the demand, limits and monitors the region market business agent fund ability, the service ability, the marketing management level, internal staff quality, finishes the service on own initiative for them, fully uses the good old customer between there petition purchase effect and the customer oral traditions propagation effect, excavates the weak market local ability quite strong dealer, causes the superiority market the dealer through effective unblocks the way to flow to the weak area, maximum limit expands the market share.Strengthens with the final customer communication, understood and grasps the customer the demand, finishes the service on own initiative for them, fully uses the good old customer between the repetition purchase effect and the customer oral traditions propagation effect, may maximum limit expand the market share.Business agent's fund ability, serviceability, marketing management level, internal staff quality, the region market limits and the monitoring are all comprehensively improve the marketing work quality the essential condition.The JieFang brand product assembly line are many, the partial local existence marketing network repetition establishment, causes the marketing policy not to be unified, has the interior to disrupt the weaponry the phenomenon; Moreover, the JieFang brand also is facing and the overseas company cooperates, must strengthen the marketing management, enhances the competition strength.The China automobile industry is facing the more and more tremendous pressure and the challenge, the global transnational car company is preparing in the invasion world most greatly also is last the latent auto market. The domestic automobile enterprise and the transnational car company compare, regardless of is from the scale, the fund strength, the product technical level, or looked from the marketing technical level, all not in a magnitude. The domestic automobile enterprise in order to contends with with it, must have the breakthrough from certain aspects, forms the superiority.This article take a steam JieFang company in the heavy truck as an example, how carried on to the marketing network rallies, raises the level to carry on the thorough discussion, made every effort the heavy truck down to JieFang the commercial automobile to a steam group into greet into the world the challenge to have the help, also had the model significance to other domestic automobile enterprises.In the article introduced steam liberates the heavy truck marketing network present situation, has analyzed the existence ten major main problems and its the reason and carries on the significance which the marketing network rallies, in detail elaborated steam liberates the goal, the principle, the goal and the standard which the heavy-duty truck marketing network rallies, narrated the network from the idea conformity and the pattern conformity two aspects to rally the work the concrete mentality, namely followed makes every effort the region sole agent, the attenion image construction, the consummation network function, the pursue altogether wins, proposed adopted the network rallied the measure. The concrete work as follows states:1st, the setup area market management and between the marketing network management more defined, is smooth, the powerful relations, carries on the management flow to make again, needs the powerful organizations and agencies to safeguard, this needs to carry on to the marketing network management skeleton combs; Additionally builds an organization - region management department in a steam trade main corporation , gets down supposes the network room, the region management room, the market room, specially is responsible to manage in the provincial office and the business agent, is responsible to manage in provincial office's achievement examination and critique; Is responsible to manage the business agent the achievements examination and critique; Is responsible for the region marketing research, the region market development plan formulation and the implementation; Is responsible for region work and so on market standard and management. Carries on the establishment according to the new organizations and agencies , further straightens out the region management flow, specially can to be stationed the provincial office and the business agent carries on the standardized management, strengthens the market supervising and managing dynamics, through sells the region, the selling price, the marketing policy monitoring to the business agent, may guarantee the business agent earns the benefit in its area of responsibility, then enhances the business agent the enthusiasm, strengthens the marketing research work, specially can achieve has the pointed formulation region market development to plan and organizes to implement, reduces the region market to manage the loop hole, strengthens to is stationed the provincial office and business agent's instruction and training, raises its foundation management level.2nd, the use mathematical model forecast 2001 ~ in 2005 the heavy-duty truck profession sales volume and "the liberation" center the heavy-duty truck sales volume, in 2001 various areas liberate the heavy card sales volume, the local spare parts demand quantity, and carries on the analysis to the business agent profit and loss balance, the definite national business agent network configuration, makes every effort the layout scientific style, the rationalization;3rd, stands in the enterprise and in business agent's standpoint, carries on the analysis to the bilateral psychology, was clear about the business agent with to produce between the factory the benefit community's relations; Proposed the deepened customer relations system is makes the world-class brand essential measure the idea, and the Jiefang customer relations center function and the weak link which establishes to 2001 carry on the analysis, and will develop to the future puts forward the proposal; In the business agent management aspect, proposed the establishment the corporate design organic highly effective business agent elects by Mai Kenxi to construct the flow, then in detail introduced implements this flow seven great steps; At the same time, has analyzed the existing business agent management loop hole, emphasized strengthens the foundation management and the execution nimble steady commerce policy comes up the cultivation science reasonable business agent management appraisal system, the construction "the Trinity" business agent image.This article also elaborated, passes through steam group two year unceasing endeavors to reorganize, basically solved the business agent region distribution to be uneven; Sales service function not entire; The brand monopolizes insufficient; Image marking is not unified and so on ill by the user request network crux. According to the user request, reaches the sign through the inspection, selects 201 to sell the business agent, special management business, 500 service stations, formed "the layout reasonably, the function complete, the brand have monopolized, the image was unified" the marketing network. |
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