上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Customer

Satisfaction消費者滿意度表現(xiàn)CIIC20-Mar-12No.

2上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Topics

議題1234Research

background調(diào)研背景SH

Lotus

Satisfaction

Performance上海Lotus滿意度表現(xiàn)BJ

Lotus

Satisfaction

Performance北京Lotus滿意度表現(xiàn)South

Lotus

Satisfaction

Performance南區(qū)Lotus滿意度表現(xiàn)No.

3上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Topics

議題1234Research

background調(diào)研背景SH

Lotus

Satisfaction

Performance上海Lotus滿意度表現(xiàn)BJ

Lotus

Satisfaction

Performance北京Lotus滿意度表現(xiàn)South

Lotus

Satisfaction

Performance南區(qū)Lotus滿意度表現(xiàn)No.

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.調(diào)研背景Research

Background上海SH北京

BJ南區(qū)South

In-store店內(nèi)調(diào)研Research

Period研究時間Sample

Size樣本量2011.2-2011.11

9,5272011.12-2012.3

4,0002011.11-2012.2

8,800Location覆蓋范圍21

stores

in

SH

上海21家門店8

stores

in

BJ

北京8家門店

22

stores

in

SouthRegion(Guangdong/Chan

gsha/Chongqing/Wuhan)

南區(qū)22家門店（廣東、長沙、重慶、成都）Out-store

店外調(diào)研Interviewee訪問對象Research

Period研究時間Sample

Size樣本量

Lotus

ShopperLotus店內(nèi)購物者

2011.8-2011.11

1,834

Lotus

ShopperLotus店內(nèi)購物者

——

——

Lotus

ShopperLotus店內(nèi)購物者

2011.11-2012.2

6,600Location覆蓋范圍Interviewee訪問對象

9

stores

in

SH

上海9家門店Core

catchment

customers核心商圈顧客————

22

stores

in

South

南區(qū)22家門店Customers

from

3

km

catchment三公里商圈顧客

4No.

5上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Topics

議題1234Research

background調(diào)研背景SH

Lotus

Satisfaction

Performance上海Lotus滿意度表現(xiàn)BJ

Lotus

Satisfaction

Performance北京Lotus滿意度表現(xiàn)South

Lotus

Satisfaction

Performance南區(qū)Lotus滿意度表現(xiàn)No.

6上海易初蓮花連鎖超市有限公司方便停車（機動/非機動）商品價格比其他超市低

吸引人的促銷活動

蔬果品種繁多擁有高質(zhì)量的生鮮產(chǎn)品生鮮（魚/肉）品種繁多

干凈、衛(wèi)生的店面環(huán)境

擁有知名的品牌周邊其他商業(yè)配套齊全

快速準確的收銀員工提供及時熱情服務

容易找到我所需要的

有多種會員活動Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.

%

零售商得分重要性價格/物有所值高質(zhì)量的產(chǎn)品門店易到達性效率/忠誠度活動店面環(huán)境/品種繁多SH

Retailers

Performance上海零售商表現(xiàn)Base:

Lotus

(n=10582),

RT-Mart

(n=1967)

,

Tesco

(n=1267)3.63.84.04.24.4LotusRt-martTesco0.04

0.10

0.08

0.05

0.050.120.05

0.05

0.08

0.070.070.160.084.134.104.05432105TescoRt-martLotusTTL

Satisfaction

ScoreNo.

7蔬果品種繁多

動）

員工提供及時熱情服務

吸引人的促銷活動擁有高質(zhì)量的生鮮產(chǎn)品容易找到我所需要的

生鮮（魚/肉）品種繁

多周邊其他商業(yè)配套齊全

擁有知名的品牌

有多種會員活動重要度L滿意度H

重要度H商品價格比其他超市低滿意度Ln=9396

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Where

are

Lotus’

opportunities？

Lotus的機會點在哪兒？

Advantage

area

優(yōu)勢區(qū)域

干凈衛(wèi)生店面環(huán)境

快速準確的收銀方便停車（機動/非機Bonus

area加分區(qū)域Need

to

be

improved需要改進Urgent

to

be

improved

急需改進No.

8最高High最低Low

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Satisfaction

Feedback滿意度評價：Lotus

VS

TESCO

重要性ImportanceBase:

N=1304Low

price

One-stop

shoppingActivities

in

Member

Feedback

Easy

to

find

goods

Wide

variety

of

fresh

food

Variety

of

well-known

brands

High

quality

of

fresh

foodLotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitor

Clean

and

health

environment

Efficient

checkout

counters

Attractive

promotions

Convenient

to

parking

The

quality

of

serviceWide

variety

of

veg./fruitsNo.

9最高High最低Low

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Satisfaction

Feedback滿意度評價：Lotus

VS

RT-Mart

重要性ImportanceBase:

N=1304Low

price

Clean

and

health

environment

Efficient

checkout

counters

Attractive

promotions

Convenient

to

parking

The

quality

of

serviceWide

variety

of

veg./fruits

One-stop

shoppingActivities

in

Member

Feedback

Easy

to

find

goods

Wide

variety

of

fresh

food

Variety

of

well-known

brands

High

quality

of

fresh

foodLotus低于競爭對手Lotus

level

lower

than

competitorLotus優(yōu)于競爭對手Lotus

level

better

than

competitorNo.

10上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Key

Finding

in

SH

Market上海市場核心發(fā)現(xiàn)

?

Tesco

樂購

?

RT-

Mart大潤發(fā)?

Low

price

than

competitors商品價格比其他超市低?

Clean

and

health

environment干凈衛(wèi)生店面環(huán)境?

Efficient

checkout

counters有效收銀?

Clean

and

health

environment

干凈衛(wèi)生店面環(huán)境?

Efficient

checkout

counters

有效收銀?

Low

price

than

competitors商品價格比其他超市低?

High

quality

of

fresh

food擁有高質(zhì)量的生鮮?

Attractive

promotions吸引人的促銷活動Major

Competitors

競爭對手

Importance

關(guān)注點Lotus

Advantages

卜蜂蓮花的優(yōu)勢Urgent

to

improve

急需改進No.

11上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Topics

議題1234Research

background調(diào)研背景SH

Lotus

Satisfaction

Performance上海Lotus滿意度表現(xiàn)BJ

Lotus

Satisfaction

Performance北京Lotus滿意度表現(xiàn)South

Lotus

Satisfaction

Performance南區(qū)Lotus滿意度表現(xiàn)No.

12

0.05

0.05

0.04

0.04

0.04

0.06

0.05

0.040.040.04

0.06

0.06

0.06

0.05

0.040.030.050.04

0.06

0.060.05

蔬果品種繁多

生鮮（魚/肉）品種繁多

擁有高質(zhì)量的生鮮產(chǎn)品

擁有高質(zhì)量的品牌

高質(zhì)量的熟食

干凈而衛(wèi)生的店面環(huán)境

舒適的店面環(huán)境

一站式服務

知名品牌品種繁多

總有存貨

有效的收銀

員工提供良好服務容易很快找到我所需要的

有多種會員回饋活動

方便停車吸引人而有趣的促銷

擁有自有品牌

方便到達

營業(yè)時間長

商品物有所值大多數(shù)產(chǎn)品低價33.544.5LotusCarrefourAuchanYonghui%

零售商得分重要性Base:

Lotus

(n=4000),

carrefour

(n=877),Auchan

(n=184)

,

Yonghui

(n=365)

Page

12

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.北京零售商表現(xiàn)(店內(nèi)顧客)

門店易到達性價格/物有所值

高質(zhì)量的產(chǎn)品店面環(huán)境/品種繁多

效率/忠誠度活動蔬果品種繁多知名品牌品種繁多擁有高質(zhì)量的生鮮產(chǎn)品

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.

滿意度高營業(yè)時間長

方便停車

總有存貨

生鮮（魚/肉）品種繁多

擁有高質(zhì)量的品牌

有多種會員回饋活動

吸引人而有趣的促銷

一站式服務

高質(zhì)量的熟食

大多數(shù)產(chǎn)品低價提供自有品牌，作為主要品

牌的良好替代

滿意度低加分區(qū)域

重要度高急需改進

No.

13

優(yōu)勢區(qū)域

方便到達

干凈而衛(wèi)生的店面環(huán)境舒適的店面環(huán)境

容易很快找到我所需要的

員工提供良好服務

商品物有所值

有效的收銀

重要度低需要改進

N=4000No.

14

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.2.52.03.04.54.03.5LotusYonghuiN=365Provide

self-brand

提供自有品牌

Convenient

to

parking

方便停車

One

–stop

store

一站式服務High

quality

of

delicatessen

高質(zhì)量的熟食

Have

high

quality

brands

擁有高質(zhì)量的品牌

Have

high

quality

fresh

擁有高質(zhì)量的生鮮產(chǎn)品

Activities

in

Member

Feedback有多種會員回饋活動

Long

opening

hours

營業(yè)時間長

Enough

inventory

總有存貨Variety

of

the

well-known

brands

知名品牌品種繁多

Easy

to

find

goods

容易很快找到我所需要的

Wide

variety

of

veg./fruits

蔬果品種繁多

Comfortable

environment

舒適的店面環(huán)境

Most

low-priced

goods

大多數(shù)產(chǎn)品低價

Attractive

and

interesting

promotions

吸引人而有趣的促銷生鮮（魚/肉）品種繁多

Wide

variety

of

fresh

foodClean

and

health

environment

干凈而衛(wèi)生的店面環(huán)境

The

quality

of

service

員工提供良好服務

The

value

of

goods

商品物有所值Efficiency

in

cash

有效的收銀

5.0Convenient

to

access

方便到達

重要性Importance最高High

最低LowLotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitorNo.

15

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.2.53.04.03.5

有效的收銀4.5LotusAuchanN=184

Enough

inventory

總有存貨Variety

of

the

well-known

brands

知名品牌品種繁多The

quality

of

service員工提供良好服務

The

value

of

goods

商品物有所值

Convenient

to

parking

方便停車

One

–stop

store

一站式服務High

quality

of

delicatessen

高質(zhì)量的熟食

Have

high

quality

brands

擁有高質(zhì)量的品牌

Have

high

quality

fresh

擁有高質(zhì)量的生鮮產(chǎn)品

Activities

in

Member

Feedback有多種會員回饋活動

Provide

self-brand

提供自有品牌Long

opening

hours

營業(yè)時間長

Easy

to

find

goods

容易很快找到我所需要的

Wide

variety

of

veg./fruits

蔬果品種繁多

Comfortable

environment

舒適的店面環(huán)境

Most

low-priced

goods

大多數(shù)產(chǎn)品低價

Attractive

and

interesting

promotions

吸引人而有趣的促銷生鮮（魚/肉）品種繁多

Wide

variety

of

fresh

foodEfficiency

in

cashConvenient

to

access

方便到達

Clean

and

health

environment

干凈而衛(wèi)生的店面環(huán)境最高High最低Low重要性ImportanceLotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitorNo.

16

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.2.53.04.03.54.5方便到達干凈而衛(wèi)生的店面環(huán)境營業(yè)時間長提供自有品牌LotusCarrefourN=877Provide

self-brand

Enough

inventory

總有存貨Variety

of

the

well-known

brands

知名品牌品種繁多The

quality

of

service員工提供良好服務

The

value

of

goods

商品物有所值Efficiency

in

cash

有效的收銀

Convenient

to

parking

方便停車

One

–stop

store

一站式服務High

quality

of

delicatessen

高質(zhì)量的熟食

Have

high

quality

brands

擁有高質(zhì)量的品牌

Have

high

quality

fresh

擁有高質(zhì)量的生鮮產(chǎn)品

Activities

in

Member

Feedback

有多種會員回饋活動Long

opening

hours

Easy

to

find

goods

容易很快找到我所需要的

Wide

variety

of

veg./fruits

蔬果品種繁多

Comfortable

environment

舒適的店面環(huán)境

Most

low-priced

goods

大多數(shù)產(chǎn)品低價

Attractive

and

interesting

promotions

吸引人而有趣的促銷生鮮（魚/肉）品種繁多

Wide

variety

of

fresh

foodClean

and

health

environmentConvenient

to

accessLotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitor最高High最低Low重要性ImportanceNo.

17上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Key

Finding

in

BJ

Market北京市場核心發(fā)現(xiàn)?

Yonghui

永輝?

Auchan

歐尚?

Carrefour

家樂福?

Efficient

checkout

counters

有效收銀?

Clean

and

health

environment干凈衛(wèi)生店面環(huán)境?

Good

quality

service員工提供良好服務?

Good

quality

service員工提供良好服務?

Clean

and

health

environment干凈衛(wèi)生店面環(huán)境?

High

quality

of

fresh

food擁有高質(zhì)量的生鮮?

Low

price

than

competitors商品價格比其他超市低?

Attractive

promotions吸引人的促銷活動

Major

Competitors

競爭對手

Importance

關(guān)注點

Lotus

Advantage

卜蜂蓮花的優(yōu)勢Urgent

to

improve

急需改進No.

18上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Topics

議題1234Research

background調(diào)研背景SH

Lotus

Satisfaction

Performance上海Lotus滿意度表現(xiàn)BJ

Lotus

Satisfaction

Performance北京Lotus滿意度表現(xiàn)South

Lotus

Satisfaction

Performance南區(qū)Lotus滿意度表現(xiàn)No.

19上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Page

19South

Retailers

Performance南區(qū)零售商表現(xiàn)

79

7978

84

84

83

83

83

8382

88

88

87

86

86858585

購物籃購物車配備到位

退貨換貨方便快捷

會員活動豐富需要幫助的時候總能找到適合的人

停車場位置充足，管理規(guī)范

設(shè)施設(shè)備先進

會員服務人性化

班車設(shè)置合理

招商區(qū)商業(yè)形態(tài)豐富

自有品牌豐富

商品質(zhì)量有保證

商品價格實惠

商品種類豐富多樣

員工服務態(tài)度好

店面環(huán)境舒適

價格指示牌清晰

收銀效率高商品布局合理，清晰606570758085LotusRt-MartTescoCarrefour零售商表現(xiàn)重要性商品價格實惠提供自有品牌生鮮(魚/肉)品種繁多

店面環(huán)境舒適

商品種類豐富多樣購物籃購物車配備到

位

商品質(zhì)量有保證退貨換貨方便快捷

商品布局合理，清晰會員活動豐富

價格指示牌清晰找到適合的人停車場位置充足，管

理規(guī)范設(shè)施設(shè)備先進會員服務人性化

需要幫助的時候總能班車設(shè)置合理招商區(qū)商業(yè)形態(tài)豐富自有品牌豐富重要度低滿意度高重要度高滿意度低加分區(qū)域

上海易初蓮花連鎖超市有限公司Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.

優(yōu)勢區(qū)域急需改進

No.

20需要改進

n=9396自有品牌豐富Variety

membership

activitiesNo.

218075706560卜蜂蓮花大潤發(fā)Guaranteed

high

quality

products最高High最低Low

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Satisfaction

Feedback滿意度評價：Lotus

VS

RT-Mart

重要性Importance

Low

price商品價格實惠

Variety

products

招商區(qū)商業(yè)形態(tài)豐富

Reasonable

shuttle

bus

班車設(shè)置合理Personal

membership

service

會員服務人性化

Advanced

equipment

設(shè)施設(shè)備先進

Convenient

to

parking

停車場位置充足，管理規(guī)范

Service

staff

available

需要幫助的時候總能找到適合的

人

會員活動豐富Variety

house

brand

products商品質(zhì)量有保證

85

One

stop

shopping

商品種類豐富多樣

Good

service

attitude

員工服務態(tài)度好

Comfortable

environment

店面環(huán)境舒適

Clear

price

tag

價格指示牌清晰

Efficient

checkout

counters

收銀效率高

Layout

is

reasonable

and

clear

商品布局合理，清晰

Enough

shopping

basket

and

shopping

cart購物籃購物車配備到位Lotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitor

退貨換貨方便快捷Convenient

and

fast

returnsVariety

house

brand

products商品質(zhì)量有保證自有品牌豐富商品價格實惠No.

228075706560卜蜂蓮花樂購最高High最低Low

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Satisfaction

Feedback滿意度評價：Lotus

VS

Tesco

重要性ImportanceGuaranteed

high

quality

products

Low

price

85

退貨換貨方便快捷Convenient

and

fast

returnsOne

stop

shopping

Variety

products

商品種類豐富多樣

Good

service

attitude

員工服務態(tài)度好

Comfortable

environment

店面環(huán)境舒適

Clear

price

tag

價格指示牌清晰

Efficient

checkout

counters

收銀效率高

layout

is

reasonable

and

clear

商品布局合理，清晰

Enough

shopping

basket

and

shopping

cart購物籃購物車配備到位

招商區(qū)商業(yè)形態(tài)豐富

Reasonable

shuttle

bus

班車設(shè)置合理Personal

membership

service

會員服務人性化

Advanced

equipment

設(shè)施設(shè)備先進

Convenient

to

parking

停車場位置充足，管理規(guī)范

Service

staff

available

需要幫助的時候總能找到適合

的人

Variety

membership

activities

會員活動豐富Lotus優(yōu)于競爭對手Lotus

level

better

than

competitorLotus低于競爭對手Lotus

level

lower

than

competitor自有品牌豐富商品價格實惠No.

238075706560卜蜂蓮花家樂福最高High最低Low

上海易初蓮花連鎖超市有限公司

Shanghai

Lotus

Supermarket

Chain

Store

Co.,

Ltd.Satisfaction

Feedback滿意度評價：Lotus

VS

Carrefour

重要性Importance

退貨換貨方便快捷Guaranteed

high

quality

products

商品種類豐富多樣

Good

service

attitude

員工服務態(tài)度好