acnielsen+给+philips+lighting做的满意度调查

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1、Date:June2003Preparedby:ACNielsenInternationalHongKongPreparedfor:PhilipsLightingCustomereQTMStudyforPhilipsLightingWave4-RegionalPresentationBackgroundResearchObjectivesMethodologySamplePhilipsLightingeQTMModelOverviewoffindingsStrategicResourceAllocat

2、ionExecutiveInsightsandRecommendationsIndividualCountryDiagnosticsAppendicesPresentationOutlineBackgroundPhilipsLampsandPhilipsLuminairesconductedtheirownCustomereQsurveysseparatelybefore2002.AftertheintegrationofthethreebusinessunitsofPhilipsLighting,

3、amergedCustomereQsurveywasconductedstartingfromQuarter4of2002tocoverthecustomersofLamps,LuminairesandLightingElectronics(LE).ObjectivesPhilipsLightingwishesto:Understandtherequirementsoftheirbusinesscustomersandhowtobuildastrongrelationshipforfuturegro

4、wthIdentifycriticalimprovementareasIdentifycompetitivestrengthsandweaknessesAllocateresourcesappropriatelyMethodologyCustomereQTMofACNielsenadoptedforthisstudyCustomerlistsprovidedbyPhilipsLightinginallmarketsSamplingmethod:Topcustomersselectedforinterv

5、iewsinKorea,NewZealand,PakistanandHongKongCensus(inselectedcities/regions)conductedinIndonesia,Singapore,Malaysia,ThailandandthePhilippinesPre-notificationletterssentbyPhilipstoinvitetheparticipationofthetargetcustomersFace-to-faceinterviewsusingastanda

6、rdizedquestionnaireconductedinallcountries(ThequestionnaireusedinthePhilippinesisslightlydifferentfromtheothercountries.)Fieldworkperiod:Nov-Dec2002:Korea,Malaysia,NewZealand,Pakistan,SingaporeJan-Mar2003:HongKong,IndonesiaandThailandApr-May2003:thePhil

7、ippinesSurveyedMarketsThefollowingAsiaPacificcountriesarecoveredinthisstudy:TargetSampleBusinesscustomerswhohaveusedorpurchasedtheproductsofPhilipsLightinginthepast12months:Directcustomers–buyorusetheproductsofPhilipsLightingIndirectcustomersForallcount

8、riesexceptthePhilippines:Indirectluminairescustomers–specifyorrecommendluminairesproductstotheirownclients,butarenottheend-usersoftheproducts.ForthePhilippines:2ndTiercustomers–purchasePhilips’productsfromtheexclusivedistributors