沃尔玛山姆会员店营运调查报告

1、1 saving people money so they can live better 1 operations unit survey 营运调查 october 2007 2007年10月 operation “3” means no difference vs. other stores; “1” means the most dissatisfied. 5 分为最满意；3分为与其他店没有区别; 1 分为最不满意. overall satisfaction总体评价 associates service 员工服务 cleanliness 商场清洁度 shelf display 货架陈列

2、assortment 商品种类 valued for money 商品物有所值 in-store music 店内音乐 directional signs 指示标牌 price 价格 air flow and temperature 空气及温度 lighting in the store 店内灯光 check-out speed 收银速度 china east strategy6沃尔玛山姆会员店沃尔玛山姆会员店 6 trend review (2007年10月) 趋势回顾趋势回顾 (october 2007) china east strategy7沃尔玛山姆会员店沃尔玛山姆会员店 7 ove

3、rall rating 总体评价总体评价associates service员工服务员工服务lighting in the store 店内灯光店内灯光 cleanliness清洁度清洁度shelf display货架陈列货架陈列 sams club 山姆会员店平均得分(from mar. to oct. 三月至十月) the average score on lighting, associate service and check-out speed have retained a satisfactory level in the past eight months. 店内灯光,员工服务

4、及收银速度的得分持续8个月都保持在一个令顾客满意的程度. the satisfaction on assortment achieved the point 3 at the first time in the last eight months. 对商品品种的满意度 在 8 个月中首次达到了3分. the scores of overall rating, associates service and value for money were decreased in october. 店内总体评价， 员工服务和物有所值的评分在10月份有一个下降的趋势。 china east strateg

5、y8沃尔玛山姆会员店沃尔玛山姆会员店 8 sams club 山姆会员店平均得分 (from mar. to oct. 三月至十月) value for money 物有所值物有所值air flow and temperature空气温度空气温度assortment商品品种商品品种 directional signs指示标牌指示标牌in-store music音乐音乐price价格价格 speed of check-out 收银速度收银速度 china east strategy9沃尔玛山姆会员店沃尔玛山姆会员店 9 cross store comparison (2007年10月) 跨店比较

6、跨店比较 (october 2007) china east strategy10沃尔玛山姆会员店沃尔玛山姆会员店 10 overall rating 总体评价总体评价 the average score of overall rating is 3.94, slightly fell from last month. 顾客对商店总体的评价的 平均分为3.94，与上月相比略有下降。 avg. = 3.94 very satisfied 非常满意 satisfied 满意 neither satisfied nor dissatisfied 无所谓满意 不满意 dissatisfied 不满意

7、dissatisfied at all 非常不满意 china east strategy11沃尔玛山姆会员店沃尔玛山姆会员店 11 lighting in the store 店内灯光店内灯光 in october, the score of lighting in the store in #6505 and #4788 has gone up while #4754 and #4789 has gone down. in customers mind, the score of lighting in the store still maintained a high satisfact

8、ory level. 6505和4788十月份在店内灯光的评分上升，但4754及4789在此项上的评分下 降了。在顾客的心目中，店内灯光仍然保持令人非常满意的程度。 avg. = 4.73 too bright 过于强烈 a little bit over bright 有些强烈 just right 恰到好处 a little bit bleak 有些暗淡 too bleak 过于暗淡 china east strategy12沃尔玛山姆会员店沃尔玛山姆会员店 12 air flow and temperature 空气及温度空气及温度 the average score of air fl

9、ow and temperature is 3.90. 顾客对店内温度评价的平均分为 3.90. shoppers thought that air flow and temperature in #4788 didnt reach the comfortable level in september and october。4788的顾客认为九月及十月店内的温度均不够舒适。 avg. = 3.94 very comfortable 非常舒适 comfortable 舒适 neither comfortable nor uncomfortable 一般 uncomfortable 不舒适 ve

10、ry uncomfortable 非常不舒适 china east strategy13沃尔玛山姆会员店沃尔玛山姆会员店 13 cleanliness 清洁度清洁度 the average score of cleanliness is 4.16. 顾客对清洁度的评价为 4.16 despite a 0.3 increase on the score of cleanliness in #4788, the rest three stores have declined from the previous month. 10月4788在清洁度的评分上升了0.3，但其它三家店的评分略有下降。 a

11、vg. = 4.16 very clean 非常清洁 clean 清洁 neither clean nor unclean 一般 unclean 脏 very unclean 非常脏 china east strategy14沃尔玛山姆会员店沃尔玛山姆会员店 14 in-store music 店内音乐店内音乐 the average score of in-store music is 3.67. 顾客对店内音乐的评价为 3.67。 the performance of #6505 and #4788 are stable yet it has not archived the satisf

12、action level. 6505 及4788在店内音乐方面表现平稳，但仍未达到令顾客满意的程度。 avg. = 3. 67 very good 非常好 good 好 neither good nor bad 一般 bad 差 very bad 非常差 china east strategy15沃尔玛山姆会员店沃尔玛山姆会员店 15 clearness of directional signs 指示标牌清晰度指示标牌清晰度 the average score of directional sign is 3.5.顾客对指示标牌的平均评分为3.5。 the score of #4788 has

13、 a decline of 0.4 in october. 10月4788指示标牌的清晰度下降了0.4。 avg. = 3.51 very clear 非 常清晰 clear 清晰 neither clear nor unclear 一般 unclear 不清晰 very unclear 非常不清晰 china east strategy16沃尔玛山姆会员店沃尔玛山姆会员店 16 assortment 商品种类商品种类 the average score of assortment is 3.04. 顾客对商品种类的评价为 3.04。 #4754 has an outstanding impr

14、ovement on assortment. its score has raised from 2.7 to 3.1. #6505 has a continuous progress in the past three months. 4754在商品种类方面取得了显著的进步，它在此 项的评分由2.7上升到3.1。6505此项的评分在过去的3个月中一直呈上升趋势。 avg. = 3.04 very complete 非常齐全 complete 齐全 no difference from other stores 与其他超市没有 区别 not complete 不齐全 not complete

15、at all 非常不齐全 china east strategy17沃尔玛山姆会员店沃尔玛山姆会员店 17 satisfaction on price 价格满意度价格满意度 the average score of price was 3.3. 顾客对价格的平均评价为3.3。 the satisfaction on price in #6505 has grown up from july. 6505的顾客对价格的满意度从7月起 一直上升。 the rating of #4788 is withdrawing a little after a successive progress in th

16、e past three months. 4788 在价格方面的评分在持续三个月的上升之后有所退步。 avg. = 3.31 very cheap 非 常便宜 cheap便宜 expensive 贵 very expensive 非常贵 no difference from other stores 与其他超市没有 区别 china east strategy18沃尔玛山姆会员店沃尔玛山姆会员店 18 associate service 会员服务会员服务 the average score of associate service is 4.0. 顾客对会员服务的评价为 4.0。 4754 i

17、s the only one which always score lower than 4, except in march, may and july. 4754是唯一一 家在会员服务方面的评分经常低于4分的，从三月到十月，4754仅在三月，五月和七月此项的 评分高于4分。 avg. = 4.04 very friendly 非常友善 friendly 友善 no difference vs. other stores 与其他超市没有 区别 not friendly 不友善 not friendly at all 非常不友善 china east strategy19沃尔玛山姆会员店沃尔玛

18、山姆会员店 19 check-out speed 收银速度收银速度 the check-out speed in #4754 has slowed down since june. 从六月起，4754的收银速度一直在 下降。 avg. = 2.72 fast 快 slow but acceptable 慢但可以接受 slow and not acceptable 慢 但不可以接受 note: 3-point scale is used in this question. 注意：这个问题所使用的是注意：这个问题所使用的是3分制量表。分制量表。 china east strategy20沃尔玛山姆

19、会员店沃尔玛山姆会员店 20 shelf display 货架陈列货架陈列 the average score of shelf display keeps at 3.98 points level. 顾客对货架陈列的评价为保持在 3.98分。 it shows that the shelf display in all stores have reached a satisfaction level in consumers mind. 这 显示四间店的顾客均认为货架陈列整齐。 avg. = 3.98 very tidy 非常整齐 tidy 整齐 no difference vs. othe

20、r stores 与其他超市没有 区别 not tidy 不够整齐 not tidy at all 非常不整齐 china east strategy21沃尔玛山姆会员店沃尔玛山姆会员店 21 valued for money 商品物有所值商品物有所值 the average score of valued for money is 3.66. 顾客对商品物有所值的评价为 3.66。 the score of valued for money in 4788 was a 0.29 backward in october after its rating had improved remarka

21、bly in the past three months. 虽然4788在过去的三个月里在物有所值方面取得了令人瞩 目的进步，但10月它此项的评分比9月下降了0.29分。 avg. = 3.66 very valued for money 非 常物有所值 valued for money 物有所值 neither valued nor not valued 与其他超市没 有区别 not valued money 不物有所值 not valued money at all 一点也不物有所 值 china east strategy22沃尔玛山姆会员店沃尔玛山姆会员店 22 - bakery 新鲜

22、面包 - produce 果蔬蔬菜 - meat 鲜肉 - sea food 海鲜 - deli 熟食 the following attributes of the fresh departments were evaluated by the customers: 顾客对以下鲜食部门的各个方面顾客对以下鲜食部门的各个方面进行了评估：进行了评估： china east strategy23沃尔玛山姆会员店沃尔玛山姆会员店 23 trend review (2007年6-10月) 趋势回顾趋势回顾 ( june - october 2007) china east strategy24沃尔玛山

23、姆会员店沃尔玛山姆会员店 24 the performance of the bakery department has been slightly improved in oct. 在10月份，所有面包糕点的表现都有轻微上升。 bakery rating on sams club fresh dept. 对山姆店鲜食部门的评价对山姆店鲜食部门的评价 china east strategy25沃尔玛山姆会员店沃尔玛山姆会员店 25 the members satisfaction at freshness of produce was decreased in oct. 会员对于山姆店的果蔬新

24、鲜程度的满意程 度在10月份有所下降。 the rating on assortment of produce is keeping a growth in sep. 果蔬品种的满意度在9月份保持增长。 there is no difference between the oct satisfaction and the sep satisfaction on the produce price. 10月份的果蔬价格满 意度与9月相比, 没有差别. produce rating on sams club fresh dept. 对山姆店鲜食部门的评价对山姆店鲜食部门的评价 china east

25、 strategy26沃尔玛山姆会员店沃尔玛山姆会员店 26 the satisfaction at all attributes of meat has increased in oct. 对肉类所有项目的满意度在10月上升。 meat rating on sams club fresh dept. 对山姆店鲜食部门的评价对山姆店鲜食部门的评价 china east strategy27沃尔玛山姆会员店沃尔玛山姆会员店 27 the seafood quality and price were fluctuated frequently in the past five months. 海鲜

26、的质量及价格在 过去的5个月里波动频繁。 the rating on seafood was raised up in oct. 在10月里海鲜的评价上升。 seafood rating on sams club fresh dept. 对山姆店鲜食部门的评价对山姆店鲜食部门的评价 china east strategy28沃尔玛山姆会员店沃尔玛山姆会员店 28 deli rating on sams club fresh dept. 对山姆店鲜食部门的评价对山姆店鲜食部门的评价 members are more and more satisfied with the assortment o

27、f deli in the past four months. 会员对于熟食品种的满意 程度在过去的4个月中有持续增长。 taste of deli stays at a satisfactory level in the past five months. 在过去的5个月中,熟食的口味保持较高满意度。 the member satisfaction on deli price in sep has recovered to the level in june. 9月份的熟食价 格满意度回复到6月份的水平. china east strategy29沃尔玛山姆会员店沃尔玛山姆会员店 29 cr

28、oss club comparison (2007年10月) 跨店比较跨店比较 (october 2007) china east strategy30沃尔玛山姆会员店沃尔玛山姆会员店 30 bakery 新鲜面包新鲜面包 a large portion of members are appreciated with the high quality of bakery. 大部分会员对面包的优良品质表示赞赏。 the performance on price of bakery in #4789 are disappointed even through over 80% of members

29、 provided a positive feedback on quality and assortment of bakery. 虽然4789有超过80%的顾客认同面包的味道好、种类繁多，但对 价格的满意度不高。 #4788 made a remarkable improvement on the attributes mentioned above. 4788在上述三个评估方面取得极大进步。 china east strategy31沃尔玛山姆会员店沃尔玛山姆会员店 31 produce 果蔬蔬菜果蔬蔬菜 a down trend was observed on price of pro

30、duce in #4789 and #4788. 10月份4789和4788的顾客对 海鲜价格的满意度下降。 china east strategy32沃尔玛山姆会员店沃尔玛山姆会员店 32 meat 鲜肉鲜肉 lots of members in #4789 are aware of the big improvement on quality, assortment and price of meat compare with its performance in september. 许多顾客都意识到4789在鲜肉的品质，种类 和价格方面与9月相比有很大进步。 china east st

31、rategy33沃尔玛山姆会员店沃尔玛山姆会员店 33 seafood 海鲜海鲜 most stores had a little progress on quality of seafood except #6505. 除6505外，其它店海鲜的品 质都略有提高。 the satisfaction at price of seafood in #4754 is the lowest amongst four stores. 4754店海鲜价格的 满意度是四间店中最低的。 china east strategy34沃尔玛山姆会员店沃尔玛山姆会员店 34 deli 熟食熟食 the satisf

32、action at price of deli in #4789 has reduced in october. 10月份4789的顾客对熟食价格 的满意度下降。 china east strategy35沃尔玛山姆会员店沃尔玛山姆会员店 35 average score by store 各店得分各店得分 china east strategy36沃尔玛山姆会员店沃尔玛山姆会员店 36 eight months review 3月至月至10月回顾月回顾 - 6505 the performance of overall rating, lighting in the store, air f

33、low and temperature and cleanliness has declined in the past three months. 从从8月开始，总体评价，店内灯光，空气温月开始，总体评价，店内灯光，空气温 度和清洁度方面的评分一直在下降。度和清洁度方面的评分一直在下降。 value for money and speed of check-out has been kept in a high satisfaction level for four months. 物有所值及收银速度物有所值及收银速度4个月来一直保持较高满意度。个月来一直保持较高满意度。 china eas

34、t strategy37沃尔玛山姆会员店沃尔玛山姆会员店 37 eight months review 3月至月至10月回顾月回顾 - 6505 china east strategy38沃尔玛山姆会员店沃尔玛山姆会员店 38 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-6505 more and more positive comments on quality, assortment and price of bakery have been received in the past five months. 过去的5个月来，6505面包

35、的品质，种类和价格获得越来越多的好评。 the rating on assortment of bakery has a little fall than last month. the performance on quality of bakery lifted up and reached a highest level over past five months. 面包的种类的评分比上月略有下降， 面包品质的业绩上升并达到五个月来最佳状态。 china east strategy39沃尔玛山姆会员店沃尔玛山姆会员店 39 rating on the fresh department 对

36、鲜食部门的评分对鲜食部门的评分-6505 the rating on freshness and assortment of produce witnessed a decline after a continuously growth in the past four months. 果蔬新鲜度及种类的评价在4个月的上升之后在本月有所降低。 the satisfaction at price of produce has reached the highest level of 60% in the past five months after a decline in september.

37、 在9月的下降之后，顾客对果蔬价格的满意度一跃至60%，达到5个月来的最 高水平。 china east strategy40沃尔玛山姆会员店沃尔玛山姆会员店 40 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-6505 more and more customers have negative comments on quality and assortment of meat in the past three months. 过去的3个月中，对肉类品质和种类表示不满态度的顾客在不断增加。 the positive comments on

38、price of meat suffered a recovery in october. 10月对鲜肉价格的积极评价又有回升。 china east strategy41沃尔玛山姆会员店沃尔玛山姆会员店 41 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-6505 the rating on price of seafood is recovering after a sharp fall in september. 海鲜价格的评分在经历了 9月的急剧下降后有所回升。 the number of customers who have a we

39、ll perception on seafood assortment has developed gradually. 认为海鲜种类比其它店丰富的顾客一直在逐渐增加。 china east strategy42沃尔玛山姆会员店沃尔玛山姆会员店 42 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-6505 the rating on price of deli has fluctuated a lot in the past five months. 5个月来，对熟食价格的评分变动 很大。 the rating on taste and ass

40、ortment of deli has gone down a bit compared with september but it has still maintained a satisfactory level. 与9月相比，顾客对熟食口味和种类的评分略有降低，但仍旧保持在比 较满意的程度。 china east strategy43沃尔玛山姆会员店沃尔玛山姆会员店 43 eight months review 3月至月至10月回顾月回顾 - 4754 the performance of in-store music has raised up successively in the

41、past four months. 店内音乐的评分店内音乐的评分4 个月来一直上升。个月来一直上升。 customers have been satisfied with overall rating, lighting in the store, air flow and temperature and cleanliness in the past four months. 总体评价，店内灯光，空气温度和清洁度总体评价，店内灯光，空气温度和清洁度4个月来一直令顾客个月来一直令顾客 满意。满意。 china east strategy44沃尔玛山姆会员店沃尔玛山姆会员店 44 eight m

42、onths review 3月至月至10月回顾月回顾 - 4754 the performance on check-out speed has gotten down continuously in the past five months. 收银速度的评分持续5个月下降。 china east strategy45沃尔玛山姆会员店沃尔玛山姆会员店 45 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4754 the percentage of members who provide negative feedback on quality

43、and assortment of bakery has increased in the past four months. 4个月来，对面包的品质和种类不满意的顾客不断增加。 the score of price of bakery is up after a drop in july. 顾客对面包价格的评分在7月骤降之后一直持 续回升。 china east strategy46沃尔玛山姆会员店沃尔玛山姆会员店 46 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4754 the performance on price of produ

44、ce has been unsatisfactory since july. 4754在果蔬价格方面的表现 从7月起一直低靡。 there is only 28.3% of members still agreed that the produce in #4754 was more fresh than other stores in october. 4个月后，仅余28.3%的顾客仍认为4754的果蔬比其它超市新鲜。 china east strategy47沃尔玛山姆会员店沃尔玛山姆会员店 47 rating on the fresh department 对鲜食部门的评分对鲜食部门的评

45、分-4754 there is a recovery on quality, assortment and price of meat in october. 10月鲜肉的品质，种类和价 格的评价略有回升。 china east strategy48沃尔玛山姆会员店沃尔玛山姆会员店 48 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4754 the performance on quality, assortment and price of seafood recoverd in october. 4754海鲜方面的 表现在10月略有回升。

46、 china east strategy49沃尔玛山姆会员店沃尔玛山姆会员店 49 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4754 the score on taste and assortment of deli has decreased in the past three months. 熟食口味和种类的 评分3个月来不断下降。 the performance on price of deli has gone up in october. 熟食10月的表现上升。 china east strategy50沃尔玛山姆会员店沃尔玛山

47、姆会员店 50 eight months review 3月至月至10月回顾月回顾 - 4789 the positive comments on assortment have increased in the past three months. 顾客对商品品种的评价顾客对商品品种的评价3个个 月来一直上升。月来一直上升。 the satisfaction at price has decreased continuously since august. 顾客对价格的满意度从顾客对价格的满意度从8月起不断下降。月起不断下降。 the performance on lighting in t

48、he store andcheck-out speed has stayed at a high satisfactory level over the last eight months. 4789店内灯光和收银速度连续店内灯光和收银速度连续8个月令顾客非常满意。个月令顾客非常满意。 china east strategy51沃尔玛山姆会员店沃尔玛山姆会员店 51 eight months review 3月至月至10月回顾月回顾 - 4789 china east strategy52沃尔玛山姆会员店沃尔玛山姆会员店 52 rating on the fresh department 对鲜

49、食部门的评分对鲜食部门的评分-4789 most customers have well perception on quality and assortment of bakery but they are not satisfied with the price. 大部分的顾客对面包的品质和种类颇有好评，但他们对价格不甚满意。 quality of bakery is stable over five months. assortment of bakery has recovered from a fall in august. 面包的品质5个月来一直很稳定，但种类在8月下降后又有回升。

50、 the ratin on price of bakery has gone down a lot than last month. 面包价格的评分比上月下降许多。 china east strategy53沃尔玛山姆会员店沃尔玛山姆会员店 53 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4789 the performance on freshness and assortment of produce have gotten an outstanding improvement in the past three months but

51、the customers consider the prices of produce are higher than other stores. 4789 在果蔬的品质和种类上取得显著进步，但顾客认为果蔬的价格比其它超市贵。 china east strategy54沃尔玛山姆会员店沃尔玛山姆会员店 54 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4789 quality and price of meat maintained a significant satisfactory level in the last five mont

52、hs.肉类的品 质和价格连续5个月来始终令顾客非常满意。 customers who agree the assortment of 4789 is richer than other stores has increased greatly from 36.5% to 76.8% in three months. 从8月至10月，赞同4789店鲜肉的种类多于其它超市的顾客的百分 比从36.5%急剧上涨到76.8%。 china east strategy55沃尔玛山姆会员店沃尔玛山姆会员店 55 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-

53、4789 4789 made progress successively in quality of seafood and has maintained a high satisfactory level on its performance in the past five months. 4789在海鲜的品质方面不断提高，连续5个月保持较高满意 度。 china east strategy56沃尔玛山姆会员店沃尔玛山姆会员店 56 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4789 more members value the pri

54、ce of deli are not cheaper than other stores compared with the last four months. 与以前4个月相比，认为熟食价格比其它超市便宜的顾客减少了。 however, more and more customers agree with the good taste and rich assortment of deli. 但是，认 同熟食口味好和种类多的顾客增加了。 china east strategy57沃尔玛山姆会员店沃尔玛山姆会员店 57 four months review 7月至月至10月回顾月回顾 - 47

55、88 all attributes have slightly gone down in october except cleanliness. 十月份除清洁度外，其它十月份除清洁度外，其它 评估项目都略有下降。评估项目都略有下降。 china east strategy58沃尔玛山姆会员店沃尔玛山姆会员店 58 four months review 7月至月至10月回顾月回顾 - 4788 the score of directional signs decreased suddenly after a three-month continuous improvement. it impli

56、es that members think the directional signs in store are not as clear as before. 顾客对指示标牌的评 价突然降低，这意味着顾客认为店内的指示标牌不如以前那么清晰了。 china east strategy59沃尔玛山姆会员店沃尔玛山姆会员店 59 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4788 the satisfaction at the price at bakery has recovered after a sharp fall in septemb

57、er. 在9月的骤降之后， 顾客对面包价格的满意度又回升了。 the feedback on quality and assortment of bakery is getting more and more positive. 顾客对面包品 质和种类的评价越来越高。 china east strategy60沃尔玛山姆会员店沃尔玛山姆会员店 60 rating on the fresh department 对鲜食部门的评分对鲜食部门的评分-4788 the rating on freshness of produce suffered a decline in october. 10月果蔬

58、品质的评分有所降低。 more than half customers accept that assortment of produce in #4788 is richer than other stores. 超过 一半的顾客认同4788店果蔬的种类比其它超市丰富。 the satisfaction at price of produce has witnessed a down trend from august. 从8月起，顾客对果蔬 品质的满意度一直呈下降趋势。 china east strategy61沃尔玛山姆会员店沃尔玛山姆会员店 61 rating on the fresh

59、 department 对鲜食部门的评分对鲜食部门的评分-4788 the performance of assortment of meat has kept progress since july. 鲜肉种类的表现从7月起一直在 不断进步。 more and more members recognize the price of meat in 4788 is cheaper than other stores. 越来越多 的顾客认为4788鲜肉的价格低于其它超市。 china east strategy62沃尔玛山姆会员店沃尔玛山姆会员店 62 rating on the fresh d

60、epartment 对鲜食部门的评分对鲜食部门的评分-4788 more and more customers realized the improvement on quality of seafood but they think the prices are in up trends at the same time. 越来越多的顾客认识到海鲜的品质在不断提高，但同时他们认为海鲜 的价格呈上涨趋势。 the perception of rich assortment is waving around 50% in the past four months. 认为海鲜品种繁多 的评价在50