化解渠道压力 比亚迪将使用双网销售
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0"><FONT size=3><SPAN lang=EN-US><FONT face="Times New Roman">2007</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">年卖了</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">10</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万余辆轿车的比亚迪现在提出了</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">分网</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">计划。按照这个计划，未来比亚迪将采用</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">双网运行的模式扩展渠道，</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网销售</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F3</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F6</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">等车型，而</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网将销售</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F3R</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">以及还未推出的一款</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">SUV</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">等车型</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">,</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">两个网络可以同时共享</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F8</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。</SPAN></FONT></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><FONT size=3> <B> 今年推进双网运行</B></FONT></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 这一消息是比亚迪汽车销售公司总经理夏治冰在中级</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F6</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">上市前一天透露的。按照夏治冰当时的解释，这是用</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">两张网打开格局</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">。</SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 夏治冰强调：</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">不是分网，而是要新增加一群经销商，应该是扩网、增网销售。</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 记者随后在比亚迪汽车公司官方网站的经销商招募分页中发现，申请加入比亚迪的销售服务网络的链接中出现了两张申请表格，一张是申请加入</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网的，一张是申请加入</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网的，两张表格内容基本相同。</SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 据夏治冰介绍，该公司已经着手准备在国内增加</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">60</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">家属于</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网络的经销商，同时</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网络继续发展。</SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"><FONT size=3> <B> 目的是化解渠道压力</B></FONT></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 夏治冰认为，按照比亚迪规划的产品推进速度和密度，如果只有一个销售网络，许多款车在一起卖，平均每年都有</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">3</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">款新车或改款车上来，经销商的压力就比较大，而且会相互干扰。</SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> </SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">经销商这个月要做这款车的培训和推广，下个月又要换成另外一款车的培训和推广，销售人员今天要介绍</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F6</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">的好处，明天又要介绍</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">F1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">，背都背不熟。</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">夏治冰对记者解释。</SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 增加</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网络的另一个原因是要提升网络形象。夏治冰坦言，比亚迪网络在发展初期过于考虑发展速度，因此一些经销商的地理位置和形象建设都不太理想，</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网在形象等各方面都提升很多，位置上尽量靠汽车市场，靠近较好的汽车商圈，而且投资进入的资金门槛要在</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">1000</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">万元以上。</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN></FONT></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><FONT size=3><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'"> 据了解，比亚迪分网后将仍旧允许</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">、</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网之间互为二级经销对方的产品。夏治冰表示：</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">“</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">他们（经销商之间）互为二级我不干涉，因为这样可以把产品堆满展厅。</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">”</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">他认为经销商之间互为二级将方便消费者接触更多的车型，有效扩大比亚迪产品的占有率。但据夏治冰介绍，目前</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">60</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">个建设中的</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网点中，由原</SPAN><SPAN lang=EN-US><FONT face="Times New Roman">A1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'">网经销商投建的只有十几家。</SPAN></FONT></P>
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