一汽大众营销板块大调整：加人、强化、冲销量

Core Insights - FAW-Volkswagen has completed its largest organizational restructuring in the marketing sector in recent years, aiming to create an agile and efficient market communication and customer flow operation system centered on customer needs and results [1] Group 1: Organizational Changes - The marketing department's personnel has increased by nearly 35%, addressing previous staffing shortages [4] - The new structure includes five upgraded business units and a newly established New Retail Marketing Department that will oversee terminal operations [1][4] - The Marketing and User Operations (MUO) department has been adjusted to enhance terminal operations and communication channels, responding to the rise of new retail models and competition from new car manufacturers [2][6] Group 2: Focus on Terminal Empowerment - The MUO now has a total of 89 staff members, with significant additions to the New Media Department, which will manage new media strategies and operations for dealers [4] - The New Retail Marketing Department will focus on terminal operations, with performance metrics including online and offline customer flow, new media engagement, and dealer training certification rates [4][5] Group 3: Public Relations and Content Integration - The public relations department has been reinstated as an independent secondary department, enhancing the ability to manage external communications and resource integration [5] - A new Product Communication Department has been established to streamline content creation and media platform purchasing, improving brand resource management [5][6] Group 4: Strategic Goals - The restructuring aims to consolidate resources, reduce complexity, and position communication and terminal operations as core engines for growth [6] - The new framework is critical for addressing the dual pressures of declining sales and profits, with a focus on enhancing brand visibility and customer traffic [6]