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1、TERRITORY DEVELOPMENT PLAN 2007地区发展计划2007Dealer Name 经销商名称Prestige Automobile Trade Co., Ltd.Territory / City 地区/城市Contents内容1. Territory Plan for New Car Department 新车部门地区计划2. Territory Plan for Customer Service Department 客户服务部门地区计划3. General and Facility Plan. 总体计划和设施计划4. Dealer and Competitive E
2、nvironment 经销商和竞争环境5. SWOT analysisSWOT 分析6. Sales Volumes and KPIs销售量和重要业绩指标（KPIs）7. Other Organization chart / Financial Plan / Marketing Plan其他 组织结构图 / 财务计划 / 市场营销计划Territory Development Plan. PAG 地区发展计划 PAG1. New Car Sales - Retail & Fleet 新车销售 零售& 团购(to include departmental sales, marketing, f
3、& l, training & personnel related objectives)包括销售部，市场部，f & I, 培训和人事相关的目标Objective 1 目标1 Improve competence level of sales consultant 提高销售人员的专业能力Actions ( Timing and Responsibility) 行动计划 （时间和职责）1 加强对销售人员产品知识和销售技巧的培训1 Enhance the training to sales on product knowledge and selling skills在PAG提供培训的基础上每月由
4、各分公司或品牌组集中培训一次Training organized by branch company and brand team on base of training provided by PAG每季度举行一次销售知识竞赛，检验培训成果Sales skills contest by quarter to measure the training result2 对每位销售人员进行“一对一”的辅导 2 “ Face to Face” teach by sales manager to sales consultant 由各销售经理每日选择一个销售员跟踪其销售过程并针对每个案例进行分析和辅导
5、，每月再跟踪一次直至其已完全理解并改善Sales manager follow one consultant with the whole NCSD process everyday to analyze and teach case by case, and monitor the result every month.Objective 2 目标 2 提高成交率：从 10 到 15 Increase the closing rate from 10 % to 15 %Actions ( Timing and Responsibility) 行动计划 （时间和职责）1 提高试驾率：提高到50
6、 以上 Increase the ratio of test drive to above 50 % 试驾车由 3 台增加到 7 台 Demo car to be increased from 3 units to 7 units 3月底或4月初由Gary 进行试驾流程和技巧的培训,并进行结果分析Test drive training for skills and process by Gary to be held at the end of Mar.or beginning of April每月进行一次对试驾活动的总结分析Monthly analyzing the test drive r
7、ecord 不定期的组织大型的媒体和客户试驾活动 Aperiodically organize the large scale test drive for media and customer2 提高老客户的重复购买率Increase the rebuy ratio 提高老客户重复购买和推荐购买时的优惠力度 Special promotion for rebuy and purchase as referral 增加售后针对老客户维修和保养的促销，如各节假日前后的优惠活动 Increase the promotion by aftersales for re-buyers repair an
8、d maintenance, such as promotions before and after holiday. 邀请更多的老客户参加公司的各种市场活动，如新车上市，试驾等 Invite more customers to join our marketing activities including new car launch and test drive etc.3 对未成交客户进行更加及时和深入的分析，了解阻碍成交的原因，为销售环节的改善及市场活动的有效性和针对性提供参考依据 More in time and much deeper analysis for potential
9、customer for reasons of influencing delivery to provide reference for improving sales process and effective marketing activity.Objective 3 目标 3提高展厅客流量 Actions ( Timing and Responsibility) 行动计划 （时间和职责）1与目标群相对集中的场所签订常年合作，设立更多的迷你展厅，如富丽华，百年城等 Long term cooperation plan with places which target group usu
10、ally gathered, set up more mini showroom, such as 5 stars hotel and shopping mall2 每月进行一次展厅客户流量的分析 Monthly analysis to showroom traffic3 提高市场活动的针对性和有效性，更加强调创新及与品牌的结合，体现品牌间的差异性（参见市场计划） Enhance the pertinence and effectiveness of marketing activity, focus more on creative and combination with individu
11、al brand, presents the brand otherness.4 通过与其他高档品牌的联合活动提高市场活动的频次和社会影响力，并降低市场投入成本 Increase the frequency and brand influence of marketing activity through associating with other premium brands, and could also reduce the unit cost5 增强针对高档场所和目标消费群的信息传达，如杂志的陈列和产品单页及光碟的寄送 Enhance the message communicatio
12、n of high-class place and target consumer through magazine display and DM with brochures or CD.6 利用新展厅开业的机会加大宣传力度,邀请客户参加开业仪式,开业促销等活动提高新展厅知名度 Increase the awareness of new showroom in Shenyang through opening promotion and customer invitation 7 通过二级市场的车展和试驾，提高品牌知名度，吸引客户到展厅 Increase brand awareness an
13、d attract more conquests to our showroom through test drive and mini auto show in secondary cities.Objective 4 目标 4 提高客户满意度Improve the customer satisfaction .Actions ( Timing and Responsibility) 行动计划 （时间和职责）1 进行客户满意度调查，了解客户对我们工作的评价 Customer survey for satisfaction degree to understand the evaluation
14、 from customer.2 丰富展厅陈列的品牌氛围，让顾客对品牌有更深的印象和了解； Rich the branding atmosphere of showroom display to impress customer and be understood more.3 在展厅内增加多一些的温情服务设施 Increase more hospitality service at showroom4 在原有新交车客户跟踪流程的基础上增加节假日的问候与回访，如短信，小卡片，鲜花等 Holiday regards with greeting cars or flower needs to be
15、 added on the base of original NCSD following up.Objective 5目标 5提高信息的收集量和分析能力Increase the volume of collecting information and improve the analysis abilityActions ( Timing and Responsibility) 行动计划 （时间和职责）1 收集潜在客户的购买需求信息进行分析并制定有针对性的执行方案 Collect the purchase needs of potential customer for analyzing to create action plan with pertinence2 定期通过媒体和行业信息报告等方面的信息收集制定应对方案Create reaction plan through regular collecting from car industry report and media information.Objecti
