The realization of the Double Thousand Project and the creation of a steel network are an important work target for CNHTC Jinan Commercial Vehicle Sales Department's 2011 market network.
Focusing on the second venture, CNHTC Jinan Commercial Vehicle Sales Department contacted the actual work and innovative work ideas were put into the network work of the CNHTC Commercial Vehicle Sales Department. Through a large number of measures and programs, it focused on network construction and network management. , Market research, terminal promotions, policy programs and other aspects of the work, with practical work to promote the implementation of network upgrades.
First, improve the quality of marketing network operations, promote the development of marketing network development, and promote the construction of specialized marketing networks.
In order to prepare for the launch of the upcoming TGA products, we will seize the opportunity to comprehensively improve the quality of marketing network unit operations. In the beginning of 2011, the marketing network unit with outstanding performance in the previous year was authorized for TGA marketing qualification. In the first half of the year, it continued to implement the authorization system, which fully promoted the improvement of network operation quality. Based on building a steel network, promoting the professional upgrading of distribution networks, building the overall requirements of a network system that is conducive to a significant increase in market share, establishing an optimized network, eliminating gaps in working ideas, and formulating a scientific and clear “Distribution Network Development Plan†to strengthen Distribution network development, optimization, cultivation, and achieved significant results.
(1) In the first half of 2011, there were 78 newly-developed distribution and modification outlets. As of now, the total number of first-tier outlets has reached 468, and the quality and quantity have been increased.
(2) By the first half of 2011, 51 qualified 4S shops have been accepted and operated effectively, and 89 franchised stores have been established. The contribution rate of these two types of branded franchise channels reached the best level in the same period of history and became the backbone of the sales network.
(3) In the first half of 2011, nearly 500 dealerships had already implemented commercial vehicle brand franchise, and in early July 31, they had realized a full-scale comprehensive online marketing for the industry and created a Sales of professional trucks for the commercial truck sales department.
(4) In 2011, the regional market order management continued to be implemented. In the first half of the year, two regions, Wenzhou City and Henan Province, were approved to implement regional market protection. We must resolutely revoke protection for areas that cannot achieve results, and effectively standardize the network management order.
Second, marketing network training efforts have been intensified. Targeted and hierarchical training of netizens' units has entered into normalization, specialization, and institutionalization.
The overall improvement of corporate management quality and the overall improvement of the quality of the workforce require that the partners of the sales department of heavy-duty trucks also have the same high-quality workforce. Training of netizen co-workers should be strengthened, and network cooperation units should be cultivated to achieve sales. The important part of the second entrepreneurial work.
(1) According to the differences in the length of network access, network types, and service characteristics, from the beginning of June 2011 to the end of the year, two new network access training units, two 4S store backbone training sessions, specialty store backbone training, and TGA have been established. Different levels of training programs, such as special marketing training, have completed the training of marketing backbone business for two new network distribution units.
(2) Formulate the system and plan for the backbone staff training work, set up different courses and different training divisions for different levels of training, and normalize the backbone staff training for the netizen team. Member-related business department managers, as well as professionals from key assembly plants, use their experience and expertise to focus on the domestic heavy truck market, CNHTC corporate culture, product highlights, business processes, financial tools, business policies, etc. A detailed explanation was given to ensure the professionalism of the training.
Third, promotional activities are flexible and diverse, with strong pertinence and remarkable results.
The sales promotion of China National Heavy Duty Truck Commercial Vehicles Division has a theme for the quarter, and targets for the month and month. At the same time, it requires the branch companies to have ideas in the regional market and promote the models with emphasis. In the past six months, gratifying results have been achieved. Using the broad features of the sales front, the great project of the second undertaking has become an important spiritual pillar of the cooperative network member of the marketing system and the driving force for sales growth.
(1) In the first half of 2011, through the “13312†activities and “thanksgiving users†activities, 39 sites (counties, cities) across the country carried out 290 types of promotion and promotion activities with a total audience of more than 60,000; the itinerary of the exhibition was more than 50,000 kilometers. Explain more than 40,000 products to end users in a flexible way. Since the launch of the second entrepreneurial activity, thanksgiving user activities have been carried out. In just two months, more than 150 terminal promotion activities of different sizes have been carried out by the refitting services and secondary distribution units of the heavy truck commercial vehicle sales department.
These end-user marketing campaigns have effectively achieved the goal of digesting overdue inventory, increasing market share and seizing orders. In particular, in the May-June period after the launch of the second entrepreneurial activity, the sales of the heavy-duty truck commercial vehicles bucked the trend, which was a 31.55% increase in June.
(2) Arranging a reasonable schedule for leading the daily work and participating in the promotion of the terminal market. The leaders of the sales department accompanied the leaders of China National Heavy Duty Truck Group to participate in the handover ceremony of the Shenzhen tractors, the delivery ceremony of the Zhengzhou LNG dump truck, the negotiation of large customers in Harbin, and Harbin. The 4S store opening ceremony and other activities have brought strong influence to regional sales promotion and marketing, and promoted the construction of networks and development of large customers.
(3) In response to the call for “Second Venture†by China National Heavy Duty Truck Group Corporation, the Company implemented the “Thunderbolt Operation†of the company's marketing department. The Sales Department of Heavy-Duty Truck Commercial Vehicles used flexible promotion policies to adjust and expand ideas in a timely manner to widely mobilize the enthusiasm of all parties. Not only has the dump truck incentives been effective, but also a new vehicle introduction policy and a large-user trial vehicle policy have introduced 14 new models to the market for various regions, spurring orders from large customers.
Through the above policies, dealers increased their confidence in the sales of the heavy-duty truck commercial vehicles, which in turn led to actual sales. The development of major customer policies has played a significant role in consolidating the steel distribution network.
(4) The terminal publicity is diversified and highly efficient. In addition to the traditional terminal promotion activities, CNHTC Commercial Vehicle Sales Department has extensively applied various measures such as wall advertisements, TV commercials, radio broadcasting, SMS advertising, and body beautification to increase product promotion and competitiveness.
In the Shandong, Hebei, Henan, Anhui, Jiangsu, Shanxi, Inner Mongolia, Liaoning, Hubei, Hunan and other provinces, the radio broadcasts 60 days of gold Prince Radio advertising, covering a wide range, with good results.
In the key regional markets such as Shandong, Hebei, Henan, Anhui, and Shanxi, a total of nearly 70,000 square meters of wall-painted film wall advertising was released, bringing a powerful visual impact to advertising with realistic effects.
Through cooperation with telecommunications departments, the branch selected heavy-duty cards to publish short-to-peer SMS messages through frequent regional settings, and sent a total of more than 8,000 mobile phone SMS messages to end users throughout the country, which effectively strengthened product promotion and played a good publicity effect.
Under the guidance of the CNHTC Group, the car stickers program was discussed in several rounds, and the plan was finalized. The car was deployed on the full range of models to promote the road ahead of the product in the third quarter of 2011 for product image promotion and product mark positioning.
(5) To play a coordinating role in the department of the network department, taking into consideration the handling of various conference organizations, temporary events, visits and visits, and the introduction of cross-departmental programs to better promote sales management and provide sales for the branch's first-line business. Convenience and support.
Arranged Yinchuan Branch, Shanghai Branch, Hangzhou Branch, Xulian Business Department, and Zhengzhou Branch to organize regional distribution, modification of the backbone of the unit, and more than 400 major customer representatives to visit the Jinan production base to visit the product line and coordinate the technical support department. The staff gave them a detailed explanation of the 2011 new models of heavy-duty commercial vehicles through a forum. Through these visits, the old friend's confidence in cooperation has been enhanced, the pace of new friends has been accelerated, and the formation of large user orders has been promoted, resulting in an increase in market share.
Developed detailed plans for summer cool events, coordinated with the customer service center for heavy truck commercial vehicle companies, air-conditioning suppliers, and selected services in Shanghai, Nanjing, Hangzhou, Hefei, Changsha, Xi’an, Zhengzhou, Nanchang, etc. The station visited the users to send cool activities. It not only repaired the air conditioners, replaced accessories, and provided free repairs of circuits and meters. It was free for the users. It also provided users with summer-sized round neck blouses with family-like services. Pass the concept of loved ones, and talk about "the second venture."
Fourth, market analysis has become increasingly scientific and network management has become more standardized.
Providing efficient, accurate, scientific and practical market analysis reports is the daily work of market analysis. Further specification of the network is the most important part of sales management. To build a steel network and complete the great project of “second ventureâ€. The sales line cannot develop without the development of the marketing network. It is inseparable from the careful management and cultivation of the marketing network.
(1) Improve the monthly sales analysis report of the headquarters and organize the monthly work report of the branch company. In June, a new edition of the “Monthly Marketing Report of Commercial Vehicle Sales Department†was formed to more accurately reflect the demand dynamics of the heavy truck market and the sales structure of the major heavy truck manufacturers. It also accurately analyzed and reflected the current market position of the commercial vehicle sales department. The progress and operation of the regional marketing network were monitored and analyzed. The detailed data analysis and insights in the report provide a strong reference for the company's major marketing decisions and network development plans. It also provides a good basis for the development of monthly and quarterly regional promotion programs and the launch of regional market promotion work for branch companies. To guide the role.
Through the analysis, decomposition and classification of the monthly work report of the branch company, the opinions and problems are summarized, and experience and marketing skills are summarized. The quality issues reflected in the report, special decomposition, and classification analysis have been recognized by the group company and have indicated the direction for the improvement of commercial vehicle product quality.
(2) In order to improve the level of marketing network management and better conduct the road for “secondary entrepreneurshipâ€, the Network Operations Management Department organized and compiled departmental documents and related policies, regulatory documents and work templates, and updated the 2011 version. The "Network Operations Management Department Working Paper Package" improves work efficiency and work accuracy. The archives management was reorganized and reorganized, the file management of the network cooperation units was perfected, and the information of the netizen units was updated in a timely manner, effectively preventing information leakage and loss.
Based on the development of the 12th Five-Year Plan, fully implementing the “second venture†great project, combined with the upcoming TGA project, devoted itself to the new wave of entrepreneurship, to build a steel network and achieve a staged goal. Network construction is to aim at international goals and form a new marketing model for global operations. From each employee to each department, we must accelerate internationalization, gradually form internationalization of technology and products, internationalization of networks and brands, internationalization of capital and talents, and ultimately realize the internationalization of enterprises. Ultimately realize the grand goal of creating a steel marketing network.
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