ACNielsen给PhilipsLighting做的满意度调查.ppt

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1、Date:June2003Preparedby:ACNielsenInternationalHongKongPreparedfor:PhilipsLightingCustomereQTMStudyforPhilipsLightingWave4-RegionalPresentationBackgroundResearchObjectivesMethodologySamplePhilipsLightingeQTMModelOverviewoffindingsStrategicResourceAllocationExecutiveInsightsandRecommendation

2、sIndividualCountryDiagnosticsAppendicesPresentationOutlineBackgroundPhilipsLampsandPhilipsLuminairesconductedtheirownCustomereQsurveysseparatelybefore2002.AftertheintegrationofthethreebusinessunitsofPhilipsLighting,amergedCustomereQsurveywasconductedstartingfromQuarter4of2002tocoverthecu

3、stomersofLamps,LuminairesandLightingElectronics(LE).ObjectivesPhilipsLightingwishesto:UnderstandtherequirementsoftheirbusinesscustomersandhowtobuildastrongrelationshipforfuturegrowthIdentifycriticalimprovementareasIdentifycompetitivestrengthsandweaknessesAllocateresourcesappropriatelyMetho

4、dologyCustomereQTMofACNielsenadoptedforthisstudyCustomerlistsprovidedbyPhilipsLightinginallmarketsSamplingmethod:TopcustomersselectedforinterviewsinKorea,NewZealand,PakistanandHongKongCensus(inselectedcities/regions)conductedinIndonesia,Singapore,Malaysia,ThailandandthePhilippinesPre-notif

5、icationletterssentbyPhilipstoinvitetheparticipationofthetargetcustomersFace-to-faceinterviewsusingastandardizedquestionnaireconductedinallcountries(ThequestionnaireusedinthePhilippinesisslightlydifferentfromtheothercountries.)Fieldworkperiod:Nov-Dec2002:Korea,Malaysia,NewZealand,Pakistan,S

6、ingaporeJan-Mar2003:HongKong,IndonesiaandThailandApr-May2003:thePhilippinesSurveyedMarketsThefollowingAsiaPacificcountriesarecoveredinthisstudy:TargetSampleBusinesscustomerswhohaveusedorpurchasedtheproductsofPhilipsLightinginthepast12months:Directcustomers–buyorusetheproductsofPhilipsLight

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