Research About Fleet Sales Business Development Strategy Of Audi In China

In recent years, China’s auto industry and auto market develop flourish, especially thehigh-end luxury car volume growth continuous for many years. Volume growth also meansincreased business levels, which makes more requirements on sales management, as animportant part of automotive sales industry, the fleet customer is also the same. The author isworking in FAW-Volkswagen Audi Sales Division office, responsible for fleet businessmanagement, strategic and policy. In this context, I realize that, faced with these problems,the development of Audi fleet business need a all-around study on fleet market anddiagnostic analysis for brand internal, to establish a strategic system of fleet business, forbusiness development in future.This text focuses on solving the problem of the brand strategy for the future fleetbusiness development: As sales increase, for OEM fleet sales management, a large numberof dealers and a growing number of customers improve the difficulty in management, aPerfect management, also can not do everything, so how to make good use of limitedresources to achieve maximum efficiency in management, is an urgent problem to be solvedin the future strategy. This paper attempts to explore this question by analyse, from reality, todevelop the theory in guiding the future development of the luxury car fleet business.Based on the development trend of China’s large consumer market analysis and forecast,the status of Audi’s fleet business and analysis and diagnosis of the competitive environmentand internal resources, so develop a fleet strategy, which is in line with the overall salesstrategy, we will try to make analysis and suggestions about strategy target, customer groups,competing products strategy, sales channels, management processes and management tools.Achieve the support of the Audi brand to adapt to future needs of fleet business in the fieldof competition, and to consolidate and maintain the leading position in the large user marketand overall sales.Through three angles: market conditions, competitive products benchmarking andinternal diagnostics, we will try to analyze Audi fleet business development objectives anddirection in terms of business policies, service plans, flow of the system in the future.Around two directions: to seize the core customers and seize the core dealers, to exploreways to solve practical problems, namely, how to maximize the use of limited resources to achieve efficient management, leads to two important outputs of this article Concept:"Customer Catalog Management" and "Fleet Business Authorized Dealer", and so forth Audifleet business direction and principles in future.This article seeks to actual demand from businesses, with practical application-oriented,makes conclusions, views and methods of operation. In the written procedure, a lot ofinformation involved in the information directly from the interviews on the sales front-linestaff, including brand internal interviews (OEM11p, region13p, dealers15), competingbrands interviews (competitor dealer10, OEM2per phone), the target customer interviews(13, including government, state-owned enterprises, private enterprises, foreign enterprises,leasing companies, etc.), overseas benchmarking (one-week seminar in Germany with Audifleet team)In this paper condensation personal experience in the automotive industry by fleetbusiness, I hope This text can help the fleet business development in future, Not only intheory, but also in practice.