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家居产品取名测试  

2009-07-15 17:37:43|  分类: 部分翻译作品回顾 |  标签: |举报 |字号 订阅

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家得宝(The Home dept)于1978成立于美国,是目前世界范围内规模最大的家居用品连锁零售商

q     在中国市场上,百安居等较早进入的国际连锁家居用品超市已经占据一定的市场份额,并且在中国消费者心中已经具备较高的知名度和美誉度

q     同时,中国本土的大量建材超市、家装用品卖场也会带来不同程度的竞争

q     要立足中国市场,为广大中国消费者所接受,一个琅琅上口的中文名称是第一步——百安居、宜家,先期进入者在这一点上的经验既是借鉴,又是压力。

q     了解专业人士、目标消费群体对家得宝所给出的备选中文名字的态度;

q     在可能的情况下,希望从专业人士、目标消费群体中得出不同于备选名字的其他选项;

q     通过一系列的测试,了解各个名字在各特定指标上的表现,从而为The Home depot选择合适的中文名字提供较全面的依据

Ø       易记性

Ø       独特性

Ø       符合卖场业态的特点

Ø       正面联想

Ø       个性

Ø       负面联想

……

q     了解专业人士及普通消费者选购建材、家装用品的习惯,以及对现有竞争对手的评价。

本次研究主要采用焦点团体座谈会的方法进行

焦点团体座谈会(Focus Group):焦点团体座谈会是一种在市场调查中常用的定性研究方法,它通常是由一位专业主持人引导,围绕相关主题,按事前拟定的座谈提纲进行开放式的讨论。

每场会议大约举行2小时。会议使用现场录音、录像及书面记录。会议结束给付与会者会议津贴。会议在有单面镜的专门会议室进行,委托人可在监测室同期观察

 

每场座谈会后,都会向客户提供录音录像资料,同时会根据现场记录,整理出文字资料,一并提交给客户。同时根据座谈会资料撰写最终报告。

在该类型座谈会中,将使用到局部头脑风暴、图片投射等技术手段,并在局部引入定量的方法,设计使用短问卷帮助收集信息。

个人组(每城市2组)

专业组(每城市1组)

过去六个月中进行过家庭装修或未来六个月将要进行装修,建材、家居用品购买的主要决策者

家装设计师,建材、家居用品经营者,家装公司经营者等

与会者的年龄、性别、教育程度平均分部.

主持人向与会者提供背景资料:

q     The Home depot 成立于1978年,是一家美国公司

q     The Home depot 是一家仓储式的家居用品连锁超市

q     The Home depot 的经营模式类似于先期进入中国的百安居

q     The Home depot 的经营品类有建材、家具、家庭工具、园艺产品等

q     The Home depot 是目前世界范围内最大的家居用品连锁零售商

q     The Home depot 即将在中国开设门店

q     主持人正确读出The Home depot的英语发音

专业组

个人组1

个人组2

装饰之家、好安家、家饰装潢超市、好家宝、安家

 

 

 

得宝、安家、居家、宜居家、好帝家、好的家、好便宜、家得乐、我爱我家

好的家、家之岛、德好地、我的家、驻(筑)家、家新、特美家、家居坊、家居(居家工坊)

 

专业组

个人组1

个人组2

美临居、安居、居安乐、安安居、家居之廊、美易居、屋之宝、家之宝、好得很、居自得、放心居、宝安居、宝得开、居安心

好得帮、鸿大埔、家得宝、家迪邦德、家的宝、普罗大家、棒棒家、贴心管家、家装基地、居家大本营、家之友、齐富居、创立家居、温馨家居

好家居 、美家仓储  、美福家、家家乐、欢乐家、乐宜家、商帝家、  尚家、安家乐、好宜居、家帝居

 

这个(超市)主要是经营建材,用来室内装修,就是把家安好的意思。

                                                                                          ——上海个人组1

       (安家)跟读音没什么关系

                                                  ——上海个人组1

                                                                           

家嘛,最主要是把家安置好的感觉吧。

     上海不是有一个宜家吗?关键是要让消费者记得住,管他像不像

                                                                                          ——上海个人组1

         居家跟宜家有点像

   宜嘛,适宜,然后宜家的话,人家已经在用了,所以就中间加了一个宜居家。                                                                                                                    ——上海个人组1

      (宜居家)跟宜家太接近了。

                                                  ——上海个人组1

                                                                           

                                               ——上海个人组1

                                                                           

 

 

每个人都要建一个家,从这个地方,我买各种东西,把它组建成一个一个的家。

        还能让人联想起住家男人什么的。                                                                                                  

                                                                                                     ——上海个人组2

                                                                           

一个是从它的发音,最后一个特字。特别美丽的一个家园。

                                                                                          ——上海个人组2

我觉得这个东西,像好得家,好美家啊,就给人一种感觉,像小尾羊啊,小肥羊啊,小美羊啊,都好像一家门出来的。

有点跟风的感觉。                                                

                                                   ——上海个人组2

                                                                           

它里面就是卖家居用品的嘛,然后,这个坊,就觉得是那种大的感觉                                                                                           ——                                                                                       

       工坊,里面的东西给人感觉很精致的,不是有个琉璃工坊吗?

                                                                                                   ——上海个人组2

       坊或者工坊,给人不是很大的感觉。

                                                  ——上海个人组2

                                                                           

因为它提供的原材料和配件(可以创造)一个温馨的家                                                                                         

                                                                                        ——广州个人组1

家之友跟车之友(杂志名)比较像                                                

                                                 ——广州个人组1

                                                                           

我就喜欢这个字,给我时尚的感觉。

尚家我觉得就读起来比较顺口,比较高档一点。

                                                                                        ——广州个人组2

美是美国的意思,福中国人都喜欢字,就是以家为主的,所以觉得这个名字比较好一点。

美福家读音好像重了一点。

                                                                                        ——广州个人组2

 

 美家仓储第一是洋化,第二是一个货仓超市的概念,而且也结合这家公司的性质。 

                                                                                        ——广州个人组2

 

The Home Dept Company was established in the United States in 1978, which are the largest household articles chain shops in the world in the present day.

 

q     In the Chinese market, the B&Q Company has grasped some shares and built its good fame and right view in the hearts of the customers.

                                                                          

q     Meanwhile, a large number of the construction materials and household articles shops of China have taken part in the competition in varying degrees.

q     It is the first step to stand on the Chinese market and is accepted by the Chinese customers with a sonorous Chinese name. The experiences of the earlier entering companies of B&Q and IKEA can bring us directions as well as pressure.

The research findings of the program exclusively belong to the Home Depot Enterprise Management Consulting Co., Ltd (Shanghai).

The Horizon Group reserves the technology copyright of the questionnaire and outline, research mode and the report form of the program.

q     To learn the attitudes of the professionals and target customers for the names given by the Home Depot Company.

q     To hope getting other new names besides those given in reasonable cases.

q     To learn their performances in each index with a serials of testing data and provides a full-scale basis for the name choice of the Home Depot Company.

Ø      In the symposium of such kind, the technology methods of part brain storm and the picture projection etc.will be used. The short questionnaires will be designed and used to help collecting information with adopting the fixed amount mode in some part.

Ø       

Ø      All the recording, video and writing materials will be provided to the customers after the symposium is over and meanwhile the conclusion report will be carried out according to the materials.

Ø       

Ø      Each symposium will last about 2 hours and recorded by tape recorder, video and in writing. The participants will get allowances when the symposium is over. The symposium will be held in the special conference where a single-sided mirror is added and the client could view the symposium by the mirror in the monitoring room at the same time.

Ø      The focus group: It is a common qualities market analysis mode and commonly directed by a professional. The group members will have an opening discussion with the planed outline and centering on a relevant issue.

Ø      Memorable

Ø       Uniqueness

Ø       Fit for sale in the shop

Ø       Positive associated thinking

Ø       Personality

Ø       Negative associated thinking

……

q     To learn the construction materials and household articles purchasing habits of the professionals and customers and their views for our competitors in the present day.

Personal grouptwo groups in each city

Professional groupone group in each city

The persons who had completed their house decoration in the past six months and will do in the 6 months ahead and the decision-maker for the construction materials and the household articles purchasing.

The house decoration designers, the construction materials and household articles sales and the owners of house decoration etc.

The participants will be grouped equably according to their ages, sexes and education levels.

The conductor shows some relevant background information to the participants.

q     The Home depot company was established in the United State in 1978.

q     The Home depot company is a storage interlocking household articles shop.

q     The Home depot company has a management mode just like B&Q.

q     The Home depot company provides construction materials, furniture, household instruments and gardening products etc.

q     The Home depot company is the largest storage interlocking shop in the world at the present day.

q     The Home depot company will open its shops in China soon.

q     The conductor shall read the right English pronunciation of the Home depot.

The testing names in this step mainly are the named provided by the clients and the more acceptable names in the former brain storm provided by the participants on the field.

 

 

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