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Operations Unit Survey 营运调查 October 2007 2007 年 10 月

Operations Unit Survey 营运调查 October 2007 2007 年 10 月. Operation & Research, Wal Mart China 沃尔玛中国 营运部 & 市场调研部. SAM’S CLUB. 山姆会员店. Project Review 项目简介 Management Summary 管理概要 Overall 总体表现评分 Trend Review 趋势回顾 Cross Store Comparison 跨店比较

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Operations Unit Survey 营运调查 October 2007 2007 年 10 月

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  1. Operations Unit Survey营运调查October 2007 2007年10月 Operation & Research, Wal Mart China 沃尔玛中国 营运部&市场调研部 SAM’S CLUB 山姆会员店

  2. Project Review 项目简介 Management Summary 管理概要 Overall 总体表现评分 Trend Review 趋势回顾 Cross Store Comparison 跨店比较 Rating on assortment, price and freshness of the Fresh Department 对鲜食部门的评分，包括种类、价格、新鲜程度。 Store Performance Scoring 商店表现评分 Trend Review 趋势回顾 Rating on assortment, price and freshness of the Fresh Department 对鲜食部门的评分，包括种类、价格、新鲜程度。 Improvement Comments 改进意见 Content内容

  3.  Objectives 目的 - To keep tracking on store performance from shoppers’ perspective 从顾客的眼光跟踪商店的 表现. - To identify the areas that need to be improved so that to increase our competition edges 指出需要改进的地方,提高我们的竞争优势 - Support ERM program 支持企业风险管理(ERM)计划 Methodology 方法 - Questionnaire design: Research Team 市调问卷设计:市调小组 - Sample criteria: Shoppers who just finished shopping at SAM’s and passed all screening questions. 取样标准:刚从沃尔玛购物出来的顾客,并通过了所有的甄别问题 - Field work: Operation associates. 实地操作:营运同事 Project Review项目概要

  4. Numbers of Surveyed Store 调查门店数量 • Sample Size • 60 samples in each Club. 30 Business Members and 30 Advantage Members. • 每一间会员店共有60个样本. 30位商业会员, 30位个人会员. • Sample size: 60 samples/unit • 样本量: 60份/店

  5. The following attributes are evaluated by customers: 我们的顾客对下列各个关于商店的因素 进行了评估： •  Overall satisfaction总体评价 • Associates Service 员工服务 • Cleanliness 商场清洁度 • Shelf Display 货架陈列 • 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 * 5 scale is used for measurement.评价标准为５分制． “5” means the most satisfied; “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.

  6. 趋势回顾 Trend Review (October 2007) (2007年10月)

  7. SAM’S 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。 Overall Rating 总体评价 Lighting in the Store 店内灯光 Associates Service员工服务 Cleanliness清洁度 Shelf Display货架陈列

  8. SAM’S 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 Air Flow and Temperature空气温度 Assortment商品品种 In-store Music音乐 Price价格 Directional Signs指示标牌 Speed of Check-out 收银速度

  9. 跨店比较 Cross Store Comparison (October 2007) (2007年10月)

  10. Overall Rating 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。 Very satisfied非常满意 Avg. = 3.94 Satisfied满意 Neither satisfied nor dissatisfied无所谓满意不满意 Dissatisfied 不满意 Dissatisfied at all 非常不满意

  11. Lighting in the Store 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 satisfactory 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。 Just right 恰到好处 Avg. = 4.73 A little bit over bright 有些强烈 Too bright过于强烈 A little bit bleak 有些暗淡 Too bleak 过于暗淡

  12. Air Flow and Temperature 空气及温度  The average score of Air Flow 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 didn’t 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。 Very comfortable 非常舒适 Avg. = 3.94 Comfortable 舒适 Neither comfortable nor uncomfortable 一般 Uncomfortable 不舒适 Very uncomfortable 非常不舒适

  13. Cleanliness 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。 Very clean 非常清洁 Avg. = 4.16 Clean 清洁 Neither clean nor unclean一般 Unclean脏 Very unclean 非常脏

  14. In-store Music 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 satisfaction 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。 Very good 非常好 Avg. = 3. 67 Good 好 Neither good nor bad 一般 Bad 差 Very bad 非常差

  15. Clearness Of Directional Signs 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 a decline of 0.4 in October. 10月4788指示标牌的清晰度下降了0.4。 Very clear 非常清晰 Avg. = 3.51 Clear 清晰 Neither clear nor unclear 一般 Unclear不清晰 Very unclear 非常不清晰

  16. Assortment 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 improvement 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。 Very complete 非常齐全 Avg. = 3.04 Complete 齐全 No difference from other stores 与其他超市没有区别 Not complete 不齐全 Not complete at all 非常不齐全

  17. Satisfaction on Price 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 the 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。 Very cheap 非常便宜 Avg. = 3.31 Cheap便宜 No difference from other stores 与其他超市没有区别 Expensive 贵 Very Expensive 非常贵

  18. Associate Service 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 is 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。 Very friendly非常友善 Avg. = 4.04 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

  19. Check-out Speed 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。 Fast 快 Avg. = 2.72 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3分制量表。

  20. Shelf Display 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。 Very tidy 非常整齐 Avg. = 3.98 Tidy 整齐 No difference vs. other 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

  21. Valued for Money 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 remarkably 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。 Very valued for money 非常物有所值 Avg. = 3.66 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

  22. 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进行了评估： - Bakery 新鲜面包 - Produce 果蔬蔬菜 - Meat 鲜肉 - Sea Food 海鲜 - Deli 熟食

  23. 趋势回顾 Trend Review ( June - October 2007) (2007年6-10月)

  24. Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价 • 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

  25. Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价 • The members’ satisfaction at Freshness of Produce was decreased in Oct. 会员对于山姆店的果蔬新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

  26. Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价 • 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

  27. Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价 • The Seafood quality and price were fluctuated frequently in the past five months. 海鲜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

  28. Rating on Sam’s Club Fresh Dept. 对山姆店鲜食部门的评价 • Members are more and more satisfied with the Assortment of 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. Deli

  29. 跨店比较 Cross Club Comparison (October 2007) (2007年10月)

  30. Bakery 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 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。

  31. Produce 果蔬蔬菜  A down trend was observed on Price of Produce in #4789 and #4788. 10月份4789和4788的顾客对海鲜价格的满意度下降。

  32. Meat 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。

  33. Seafood 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。

  34. Deli 熟食  The satisfaction 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。

  35. Average Score by Store各店得分

  36. Eight Months Review 3月至10月回顾 - 6505 • The performance of Overall rating, Lighting in the Store, Air Flow and Temperature and Cleanliness has declined in the past three months. 从8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。 • 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4个月来一直保持较高满意度。

  37. Eight Months Review 3月至10月回顾 - 6505

  38. Rating on the Fresh Department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。

  39. Rating on the Fresh Department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. 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。

  40. Rating on the Fresh Department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 Price of Meat suffered a recovery in October. 10月对鲜肉价格的积极评价又有回升。

  41. Rating on the Fresh Department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 well 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。

  42. Rating on the Fresh Department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 Assortment 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。

  43. Eight Months Review 3月至10月回顾 - 4754 • The performance of In-store Music has raised up successively in the past four months. 店内音乐的评分4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4个月来一直令顾客满意。

  44. Eight Months Review 3月至10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。

  45. Rating on the Fresh Department对鲜食部门的评分-4754 • The percentage of members who provide negative feedback on Quality 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。

  46. Rating on the Fresh Department对鲜食部门的评分-4754 • The performance on Price of Produce 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。

  47. Rating on the Fresh Department对鲜食部门的评分-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。

  48. Rating on the Fresh Department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。

  49. Rating on the Fresh Department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。

  50. Eight Months Review 3月至10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3个月来一直上升。 • The satisfaction at Price has decreased continuously since August. 顾客对价格的满意度从8月起不断下降。 • The performance on Lighting in the 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8个月令顾客非常满意。

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