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-本资料来自：1.经销商市场营销考核政策/Marginpolicy2.奥迪品牌形象设计及广告规范/CI3.经销商市场活动规范/EI4.奥迪品牌理念与品牌价值/brandclaimandkeyvalue5.市场形式分，SWOT，Whole，segment6.奥迪产品、产品规划、竞争对手、沟通主张/Productplan,competitor,slogan7.近期市场营销工作重点/MarketingtrendinQ24151.考核原则：为了促进经销商市场营销投入，以经销商市场营销投入比例0.3%为依据，确定经销商佣金0.2%。Principle:Forpromotingmarketinginvestmentfromthedealers,accordingtomarketinginvestmenttarget0.3%ofthedealerstocalculate,wefixonthedealer’smargin0.2%.2.市场投入计算：季度市场投入百分比=每季度实际支付市场费用÷每季度销售额度×100%Calculate:thepercentofmarketinginvestmentofeveryquarter=theactualmarketingcostofeveryquarter÷salesofeveryquarter×100%--市场费用计算额中允许包含FBU的市场费用Itisallowed,thatincludestheFBUmarketingcostinthemarketingcost--销售额度为STD量乘以当量价格，A4当量价格33万，A6L当量价格45万ThesaleequalstotheSTDquantitymultiplybytheconversionprice,A4conversionpriceis330,000RMB,A6Lconversionpriceis450,000RMB3.佣金标准：①季度市场投入百分比X0.3%佣金=0.2%②季度市场投入百分比0.3%≥X≥0.1%佣金=市场投入百分比-0.1%③季度市场投入百分比X＜0.1%佣金=0.0%6Standard:①thepercentofthemarketinginvestmentofeveryquarterX0.3%,themargin=0.2%②thepercentofthemarketinginvestmentofeveryquarter0.3%≥X≥0.1%,themargin=thepercentofmarketinginvestment-0.1%③thepercentofthemarketinginvestmentofeveryquarterX＜0.1%,themargin=0.0%4.说明：全年市场投入百分比X≥0.3%，并且各季度市场投入百分比都≥0.1%,对于未享受满点的季度，给予追溯。Note:Thepercentoftheall-yearmarketinginvestmentX≥0.3%，,andthepercentofmarketinginvestmentofeveryquarter≥0.1%,forthequarters,inwhichthedealersdon’tfinishthetask,wewillgivethereturn.全年市场投放百分比X≤0.1%,奥迪市场部将取消其半年内参与市场营销活动（投放、展会、市场培训等）及年度市场评比的资格；半年内市场部广告投放中取消其经销商地址；半年内取消特殊支持性项目。Thepercentoftheall-yearmarketingX≤0.1%,theAUDImarketingdepartmentwillcancelthequalificationforthemtojointhemarketingeventinthehalfyear(inc.LaunchEvent，MotorShow,andmarketingtrainingetc.)andthechancetoattendtheyearlymarketingaward.Thedealers’addresswillalsobecanceledintheadvertisingofthemediabyMarketingdepartmentforhalfyear,andalsothespecialsupportprojectinthehalfyear.75.考核细则：1.每季度实际支付市场费用项目包括：电视、报纸、杂志、网络、广播、户外等广告，以及车展、促销活动、产品置入和赞助等市场活动。2.佣金考评素材（合同、付款凭证、发票的复印件）应与《经销商市场营销佣金考核表》一同按月上报区域；每季度末对于参与考评但不曾上报的项目，经销商在本季度下一个月5号前将考评素材报给区域。区域市场经理审核评分，填报本季度《经销商市场营销佣金考核表》，佣金一项精确到万分之一。区域总监签字确认，于10日前报市场部区域营销室。3.奥迪市场部区域营销室负责复核及抽查，并维护R/3系统数据，市场部经理签字确认。4.最终签字确认后的考核结果当月25号前报给奥迪事业部控制部。5.奥迪市场部将不定期进行抽查，每发现一次虚假情况追回一个季度营销折让,同时追究相关人员责任。6.上报素材要求经销商、区域均要留存备案。8PrincipleDetails:1.TheactualquarterlymarketinginvestmentincludeTVC,newspaperad,magazinead,newmedia,broadcast,outdoorbillboardetc.Alsoincludingmotorshow,sponsoring,productplacementandothermarketingactivities.2.Dealersshouldreportalltherelativedocuments(includingcontract,payvoucher,copyofinvoiceetc.)withDealermarketingmargincheckingformtotheregionalmarketingmanagerpermonth.Fortheitemsthatwerenotreportedtotheregionalmarketingmanagerbutparticipateinthecalculationduringaquarter,dealersmustreportwithallthematerialsinthefirst5daysofnextquarter.RegionalmarketingmanagersscoreandfilltheDealersMarketingmargincheckingformquarterly(marginexactto0.01%).Afterregionaldirector‘sconfirmingandsigning,regionalmarketingmanagerssendittoRegionalMarketingofMarketingDepartmentbefore10thofeachmonth.3.ASDMarketingDepartmentRegionalMarketingtakeschargeofcheckingandmaintainingR/3data.ThemanagerofMarketingDepartmentconfirmsandsigns.4.ThefinalinspectionresultwillbereportedtoASDControllingDepartmentbefore25thofeachmonth.5.ASDMarketingDepartmentmayspot-checkaperiodically.Eachphoninesswilltakebackthemarginofthequarterandthepersonconcernedwillbepunished.6.Dealersandregionalmarketingmanagershouldkeepalltheinformationinthearchives.-本资料来自管理流程/Workflow职责分工Responsibility季度《广告活动计划》quarterADcampaignplan《经销商市场营销佣金考核表》Dealermarketingmargincheckingform总结报告summarize合同/发票contract/invoice报样/活动照片clips/campaignphoto区域市场经理Regionalmarketingmanager经销商市场总监dealermarketingmanager奥迪市场部AudiMarketingDepartment奥迪控制部AudiControllingDepartment经销商活动汇总,分析collectionandanalysisofdealersevents审验合同/发票checkcontract/invoice汇总、分析及抽检各区域市场活动，抽查合同/发票,报样collection/analysis/checkregionalmarketingevents,checkingcontract/invoice/ADbackupclips验收总结活动材料checksummarizingmaterials依据《经销商市场营销佣金考核表》折让实施implementdiscountaccordingtoDealermarketingmargincheckingform区域总监regionaldirector签字确认《经销商市场营销佣金考核表》SignatureandconfirmDealermarketingmargincheckingform系统数据维护datamaintenance确认经销商佣金点数confirmthepercentofdealers’margin汇总上报《经销商市场营销佣金考核表》collectandreportDealermarketingmargincheckingform签字确认Signatureandconfirmation程序Process107.经销商市场营销佣金考核表/Dealermarketingmargincheckingform：序号No.经销商名称Dealer沟通项目Projects时间地点Time&place规模Scale市场投入costTsd完成率MarketingRate(%)佣金Margin(%)效果说明Effectremarks1山东华通120人1200.300.202广东奥迪0.200.103……0.150.05**区Region,**季度Quarter区域市场经理Marketingmanager区域总监Regionaldirector市场部经理MarketingManager区域营销Retailcoordinator11加强经销商市场营销活动管理力度/Enhancedealermarketingability12A、佣金与市场营销挂钩/Dealermarginrelatewithdealermarketinginvest：1-市场投入基本要求为应占STD额的0.1%2-对于市场营销投入0.1%-0.3%部分给予相应佣金补偿佣金比例/Marginrate营销投入比/Marketinginvestrate0.1%0.2%0.1%0.2%0.3%基本投入等额补偿区非补偿区13B、佣金追溯/Dealermargincastback：1-有专职市场总监/Havefulltimema