Research On Improvement Audi Dealer Channels Management For FAW-VW

Audi is one of the world’s top three automotive luxury brands into China morethan20years, and it has been15years from1999when Audi began to produce localcars in China. In the past twenty years Audi held the first place in the Audi luxury carmarket in China long-term firmly. However, in the process of rapid development inthe past, Audi dealer channel management has accumulated a lot of problems,in-depth analysis of these issues and making improvements, is an important factor toensure sustained and stable development of Audi, but also for other car manufacturersas reference.Based on the above considerations, the paper launched Audi dealer managementimprovement study. Firstly the development of the Audi and it’s dealer channels inthe Chinese market is reviewed, the situation Audi dealer distribution channelmanagement is analyzed, and on this basis, the problems of channel management arepointed out. These problems mainly are the followed: the channel terminal form islimited, the dealer channel member selection mode is conservative, customersatisfaction management system is imperfect, incentive for channel member is notrich enough. Deal with the problems, this paper analyzes the historical developmentfrom the perspective of the reasons for the formation of these problems, these reasonsare the basis for the improvements in the future.Then this article conducts a comprehensive analysis to the internal and externalmarketing environment which Audi and its dealer channels are facing. From theexternal environment, the country’s macroeconomic and the automobile industrygradually enter the stable stage of development, car Possession of thousands of people has a huge amount of room for improvement, these are the good news;Additionally it should be noted that the current economic growth rate now get slow,the negative impact of the global economic crisis spread to the decline in automobileconsumption growth; also threaten from traffic congestion and policy of restrictionson the car purchase. Internally, the Audi dealer channels and loyal dealers, extensiveproducts with Chinese aesthetic design concept and loyal users, localization ofmanagement, sales and ownership is much higher than its competitors. But the Audi’sadvantage is now getting gradually narrow. Mercedes&BMW have gotten rapidexpansion of the scale in aspects of dealer channels in past several years. At the sametime Mercedes&BMW have made a breakthrough development through adaptivechanges in the marketing strategy. Against this background, the FAW-Volkswagendeveloped a strategy for year2020, the Audi Sales Division also issued a "leaderstrategy", the two strategies are pointing to the same goal, that is the future of Audiwill continue to seize opportunities, steadily increase sales and market share."Channel is king, winning the terminal," To achieve the goal, to stay ahead of themarket, Audi dealer channels must be improved adaptability.Chapter IV presents the improvement strategies of Audi dealer channelsmanagement. Audi strategy dealer group policy should be developed, the dealerchannel terminal diversification should be implemented, further to establish andimprove customer satisfaction management system, optimize and adjust businessincentives and other incentives related channel members. Enhance the dealer channelmanagement requires a unified thinking in senior managers Audi brand marketingsystem, needs changing of the marketing concept from sales oriented to customeroriented, including changes in the dealer channel members. The Audi brand alsoneeds to continue to change and improve the organization, constantly improve themanagement functions, but also the need for ongoing optimization and improvementsin systems, processes and standards. This is only the right way to ensure the effective implementation of improvement strategies, and support Audi to maintain the leadingposition in the future competition.