| 美國零售商品牌意見調查
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編譯◎蔡明恩
由美國Bicycle Retailer雜 誌委託Harrey Research公司所做的2002年美國經銷商意見調查統計已出爐， 本調查依區域性平均隨機選取了全美1000家大大小小的零售 商作為樣本，回收的問卷數約二成五，統計以加權比重計算。解讀這個報告結果的關鍵 在於Harvey Research使用加權評比的方式來評估，例如：大多數的零售商較願意跟Trek這 樣的大廠合作，而不願與小製造廠合作，造成大廠的排名較 高，但在單獨的評分項目中，小公司的評比則可能比大公司 高，但卻只有少數的零售商與他們有生意往來。細分多項評 比項目，總和各零售商的評分，可以更客觀的看出各品牌或供應商在美國市場的形象與 份量。大品牌或大公司有其絕對的優勢與口碑，小品牌也有 其彈性與利基，就因為如此，當我們觀看這張表時，不應只 注重排名的先後順序，零售商應注意的是各個單項數據的表 現，選擇最適合自己的製造商，以達到彼此雙贏的良好效果。這份圖表的結果與排名都 是可以改變的，就看你如何來評斷這些數據，你可以把這些 數據當作參考指標，但並不能因此而定出輸贏。在此，本刊 轉載統計結果供台灣與大陸業界參考。
2002年美國自行車零售商意見調查統計
批發商 |
加權總分 |
平均 獲利率 |
供貨/時效 |
訂單準確 |
售後服務 |
銷售支援 |
對車店忠誠度 |
債信 |
車店利潤 |
行銷支援 |
產品線 |
Quality Bicycle Products |
611 |
51.0% |
4.3 |
4.7 |
4.0 |
3.2 |
4.3 |
4.0 |
4.1 |
2.9 |
4.5 |
J&B Importers |
567 |
53.6% |
4.0 |
3.9 |
3.7 |
3.8 |
3.9 |
3.7 |
3.9 |
2.5 |
3.9 |
Seattle Bike Supply(SBS) |
400 |
56.1% |
4.0 |
4.3 |
3.8 |
3.6 |
4.1 |
3.9 |
4.1 |
2.9 |
3.7 |
Hawley Company |
117 |
56.5% |
4.1 |
4.3 |
4.1 |
3.2 |
4.1 |
4.1 |
4.0 |
2.9 |
3.9 |
KHS Bicycle Parts |
98 |
47.3% |
3.9 |
4.3 |
4.0 |
3.7 |
3.9 |
3.8 |
4.0 |
3.1 |
3.9 |
Trek |
84 |
45.8% |
3.9 |
4.4 |
4.4 |
3.8 |
4.7 |
4.6 |
4.6 |
4.0 |
3.9 |
Hans Johnsen Company |
72 |
57.1% |
4.3 |
4.5 |
4.4 |
4.5 |
4.6 |
4.6 |
4.1 |
2.2 |
3.6 |
United Bicycle Supply |
66 |
57.3% |
4.3 |
4.6 |
4.1 |
4.1 |
4.4 |
4.1 |
4.1 |
2.8 |
3.7 |
Action Bicycle |
65 |
59.1% |
4.1 |
3.8 |
3.5 |
2.2 |
3.7 |
3.4 |
3.8 |
1.6 |
3.4 |
Downeast Bicycle Specialists |
65 |
47.2% |
4.5 |
4.9 |
4.4 |
4.4 |
4.4 |
4.5 |
4.1 |
3.3 |
3.9 |
Raleigh |
65 |
60.1% |
3.8 |
4.1 |
4.0 |
3.8 |
3.8 |
4.1 |
4.5 |
3.0 |
3.6 |
Olympic Supply |
60 |
59.2% |
4.3 |
4.2 |
4.3 |
4.5 |
4.8 |
4.3 |
4.5 |
3.3 |
4.0 |
Bicycle Technologies International(BTI) |
58 |
52.0% |
3.7 |
4.3 |
3.8 |
2.7 |
4.0 |
3.6 |
3.7 |
2.8 |
4.0 |
Sinclair Imports |
51 |
43.6% |
3.9 |
4.3 |
4.1 |
3.9 |
4.3 |
3.8 |
4.0 |
2.9 |
3.2 |
Giant |
45 |
58.8% |
4.0 |
4.5 |
4.3 |
4.0 |
4.6 |
3.9 |
4.4 |
3.8 |
3.3 |
Wilson Bicycle Sales |
40 |
45.5% |
3.8 |
4.2 |
3.8 |
4.3 |
4.3 |
4.1 |
4.2 |
3.2 |
3.6 |
Island Cycle Supply |
39 |
57.8% |
4.0 |
4.4 |
4.1 |
3.6 |
4.4 |
4.2 |
4.1 |
2.5 |
3.8 |
Ochsner International |
35 |
40.9% |
3.7 |
4.5 |
3.9 |
4.1 |
4.1 |
3.9 |
4.0 |
2.9 |
3.4 |
Security Bicycle Accessories |
31 |
33.0% |
3.9 |
4.3 |
3.4 |
3.8 |
4.1 |
3.6 |
3.8 |
2.9 |
3.4 |
Veltec Sports |
31 |
42.8% |
3.4 |
4.0 |
3.6 |
3.7 |
3.6 |
3.4 |
3.7 |
2.9 |
2.9 |
Merry Sales Company |
29 |
48.5% |
4.0 |
3.9 |
3.9 |
3.8 |
4.4 |
3.9 |
3.9 |
2.7 |
3.2 |
Gita |
27 |
43.1% |
3.7 |
4.2 |
3.7 |
3.9 |
3.8 |
3.8 |
4.1 |
3.3 |
3.4 |
South Shore Distributors |
23 |
42.6% |
3.4 |
4.3 |
3.9 |
4.3 |
4.0 |
3.8 |
3.1 |
2.8 |
4.0 |
Euro-Asia Imports |
20 |
43.3% |
4.8 |
5.0 |
3.8 |
3.3 |
4.3 |
3.7 |
4.3 |
2.0 |
4.0 |
Specialized |
13 |
63.3% |
3.6 |
4.2 |
4.2 |
3.6 |
4.2 |
4.4 |
4.0 |
3.6 |
3.4 |
Great Northwest |
10 |
47.7% |
4.0 |
3.8 |
3.3 |
3.0 |
4.4 |
4.0 |
3.3 |
2.3 |
2.8 |
ZAR International |
10 |
35.0% |
4.3 |
5.0 |
5.0 |
5.0 |
4.7 |
5.0 |
4.0 |
3.5 |
3.3 |
Lexco |
9 |
77.5% |
3.7 |
5.0 |
5.0 |
3.3 |
4.3 |
3.7 |
3.7 |
1.0 |
3.0 |
Midwest |
7 |
75.0% |
4.3 |
4.3 |
4.0 |
3.0 |
4.0 |
4.3 |
3.3 |
3.0 |
3.0 |
Fridrich |
5 |
- |
- |
5.0 |
4.0 |
4.0 |
4.0 |
5.0 |
4.0 |
2.0 |
4.0 |
LBIC |
5 |
30.0% |
4.0 |
3.0 |
4.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
L&L Distributors |
4 |
50.0% |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
System Cycle |
4 |
50.0% |
5.0 |
5.0 |
5.0 |
4.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
World Wide Bicycle Supply |
4 |
60.0% |
3.0 |
4.0 |
5.0 |
5.0 |
3.0 |
4.0 |
5.0 |
3.0 |
4.0 |
Sawtooth Mountain Bicycle Supply |
3 |
- |
3.0 |
3.0 |
4.0 |
3.0 |
5.0 |
2.0 |
3.0 |
2.0 |
4.0 |
Trialtir |
3 |
42.5% |
2.5 |
4.5 |
2.5 |
5.0 |
3.0 |
3.0 |
2.5 |
4.0 |
2.5 |
Tip Plus |
1 |
50.0% |
4.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
3.0 |
5.0 |
2002年美國零售商意見調查統計 |
|||||||||||
自行車品牌 |
加權總分 |
平均獲利率 |
適合性 |
品質 |
售後 服務 |
銷售 支援 |
對車店 忠誠度 |
債信 |
車店 利潤 |
行銷 支援 |
顧客需求 |
Trek |
241 |
36.8% |
4.1 |
4.2 |
4.4 |
3.7 |
4.4 |
4.2 |
3.9 |
3.9 |
4.4 |
Giant |
238 |
39.1% |
3.5 |
4.2 |
4.0 |
3.4 |
4.3 |
3.8 |
4.1 |
3.5 |
3.7 |
Raleigh |
219 |
40.5% |
3.3 |
3.6 |
3.7 |
3.8 |
3.7 |
3.6 |
4.1 |
2.7 |
3.2 |
Diamondback |
183 |
39.4% |
3.5 |
3.7 |
4.0 |
3.6 |
3.2 |
3.9 |
3.9 |
2.9 |
3.6 |
Specialized |
180 |
36.9% |
3.1 |
3.9 |
3.7 |
3.5 |
4.2 |
4.0 |
3.6 |
3.8 |
4.0 |
Haro |
153 |
38.0% |
3.2 |
3.6 |
3.9 |
3.0 |
3.8 |
3.6 |
3.6 |
3.3 |
4.0 |
Redine |
140 |
38.4% |
4.0 |
4.2 |
4.1 |
3.8 |
4.3 |
4.2 |
3.9 |
3.5 |
3.7 |
Gary Fisher |
123 |
36.9% |
4.1 |
4.1 |
4.4 |
3.8 |
4.2 |
4.1 |
3.8 |
3.4 |
3.8 |
Schwinn |
121 |
41.1% |
2.3 |
3.2 |
2.6 |
3.1 |
1.7 |
3.3 |
3.5 |
2.3 |
3.3 |
Cannondale |
109 |
31.5% |
3.6 |
3.6 |
3.9 |
3.3 |
4.1 |
3.9 |
3.0 |
3.1 |
3.6 |
Fuji |
109 |
40.3% |
3.6 |
3.9 |
3.9 |
2.9 |
4.0 |
4.0 |
4.0 |
3.0 |
2.9 |
GT |
76 |
37.5% |
2.7 |
3.3 |
2.4 |
2.8 |
2.0 |
2.8 |
3.1 |
2.5 |
3.2 |
KHS |
70 |
36.5% |
3.9 |
3.5 |
3.8 |
3.5 |
4.0 |
4.0 |
3.9 |
3.2 |
2.7 |
Bianchi |
64 |
36.3% |
4.0 |
3.6 |
3.4 |
3.6 |
4.3 |
4.0 |
3.6 |
2.9 |
3.4 |
Jamis |
63 |
39.1% |
2.9 |
3.4 |
2.8 |
2.7 |
3.8 |
3.2 |
3.6 |
2.6 |
2.8 |
Mongoose |
50 |
40.3% |
3.2 |
3.7 |
3.6 |
2.7 |
1.6 |
3.3 |
3.4 |
2.4 |
2.8 |
LeMond |
39 |
32.4% |
3.8 |
4.0 |
4.2 |
3.8 |
3.7 |
4.1 |
3.3 |
2.9 |
3.3 |
Kona |
32 |
34.4% |
3.9 |
4.0 |
4.0 |
3.8 |
4.4 |
4.1 |
3.4 |
3.6 |
3.2 |
Marin |
30 |
34.4% |
3.6 |
3.6 |
3.7 |
3.7 |
3.7 |
4.0 |
3.6 |
2.8 |
2.9 |
Nirve |
29 |
36.0% |
3.7 |
3.8 |
3.8 |
3.8 |
3.6 |
3.5 |
3.6 |
3.4 |
3.0 |
BikeE |
26 |
34.4% |
3.8 |
4.0 |
3.8 |
3.4 |
4.0 |
4.1 |
4.0 |
3.8 |
3.7 |
K2 |
25 |
37.0% |
2.9 |
3.3 |
3.3 |
3.0 |
2.9 |
3.6 |
3.3 |
3.1 |
2.4 |
Klein |
24 |
32.2% |
3.3 |
4.1 |
4.0 |
3.5 |
4.6 |
4.4 |
3.0 |
2.6 |
2.5 |
Caloi |
23 |
42.5% |
3.7 |
3.5 |
4.3 |
3.7 |
4.0 |
4.0 |
3.8 |
2.5 |
3.0 |
Huffy |
23 |
26.0% |
3.7 |
3.3 |
4.0 |
4.0 |
3.0 |
3.3 |
3.5 |
3.3 |
3.5 |
Litespeed |
18 |
31.4% |
2.7 |
3.7 |
3.3 |
4.0 |
3.1 |
2.5 |
3.4 |
3.4 |
3.7 |
Airborne |
16 |
36.0% |
3.5 |
4.5 |
4.5 |
3.3 |
3.0 |
3.3 |
3.8 |
3.8 |
3.5 |
Burley |
15 |
31.6% |
4.5 |
4.5 |
4.7 |
4.5 |
4.3 |
4.5 |
3.2 |
3.5 |
3.3 |
Rans |
14 |
34.8% |
3.0 |
4.0 |
4.2 |
3.8 |
4.4 |
4.2 |
4.0 |
2.6 |
3.8 |
Torker |
13 |
41.3% |
4.0 |
4.0 |
3.7 |
3.7 |
4.3 |
4.0 |
3.3 |
2.7 |
2.7 |
Electra |
12 |
36.3% |
3.6 |
3.6 |
3.6 |
3.6 |
4.0 |
3.3 |
3.5 |
3.0 |
4.3 |
Rocky Mountain |
12 |
23.4% |
2.4 |
3.4 |
2.4 |
2.4 |
3.0 |
2.8 |
2.2 |
2.0 |
1.8 |
Sun |
12 |
44.3% |
4.0 |
4.0 |
4.7 |
4.3 |
5.0 |
4.0 |
4.3 |
1.7 |
2.3 |
Titus |
12 |
36.7% |
2.7 |
4.0 |
3.0 |
3.0 |
4.3 |
4.0 |
3.3 |
3.7 |
4.0 |
Cignal |
11 |
38.0% |
4.0 |
3.0 |
3.3 |
2.8 |
4.3 |
3.5 |
3.5 |
2.5 |
3.0 |
Hoffman |
8 |
36.7% |
4.0 |
4.0 |
3.7 |
3.3 |
3.3 |
4.0 |
3.7 |
3.3 |
3.3 |
Santa Cruz |
8 |
32.3% |
2.0 |
3.3 |
2.8 |
1.0 |
2.3 |
2.3 |
2.8 |
2.5 |
3.3 |
Iron Horse |
7 |
52.5% |
2.7 |
3.0 |
2.7 |
2.3 |
3.0 |
2.7 |
3.0 |
2.0 |
1.7 |
Moots |
7 |
30.0% |
3.0 |
5.0 |
5.0 |
1.0 |
5.0 |
3.0 |
3.0 |
4.0 |
4.0 |
Free Agent |
6 |
36.7% |
4.7 |
4,0 |
3.7 |
2.0 |
3.3 |
4.0 |
3.7 |
2.3 |
2.7 |
Miami Sun |
6 |
45.0% |
4.5 |
4.5 |
5.0 |
4.5 |
5.0 |
5.0 |
3.5 |
3.5 |
3.5 |
Titan |
6 |
33.0% |
3.5 |
2.5 |
3.5 |
3.0 |
2.5 |
3.0 |
3.5 |
2.0 |
2.5 |
Vision |
6 |
32.5% |
3.0 |
4.0 |
4.0 |
4.0 |
4.0 |
4.5 |
3.5 |
3.0 |
3.0 |
Colnago |
5 |
30.0% |
3.0 |
- |
4.0 |
- |
5.0 |
- |
- |
3.0 |
4.0 |
IF |
5 |
35.0% |
3.0 |
5.0 |
- |
5.0 |
5.0 |
- |
5.0 |
5.0 |
5.0 |
Quintana Roo |
5 |
30.0% |
3.0 |
4.0 |
4.0 |
3.0 |
3.5 |
3.5 |
2.5 |
3.5 |
2.5 |
Ross |
5 |
40.0% |
1.0 |
3.0 |
3.0 |
2.0 |
1.0 |
- |
- |
- |
2.0 |
Scorpio |
5 |
30.9% |
4.0 |
3.0 |
4.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
3.0 |
Terry Precision |
5 |
40.0% |
2.5 |
3.0 |
3.5 |
3.5 |
3.5 |
4.0 |
4.0 |
4.5 |
3.5 |
CCM |
4 |
- |
5.0 |
4.0 |
5.0 |
5.0 |
- |
3.0 |
3.0 |
- |
2.0 |
Cervelo |
4 |
25.0% |
3.0 |
- |
4.0 |
- |
4.0 |
- |
- |
3.0 |
4.0 |
DK |
4 |
39.0% |
3.0 |
5.0 |
4.5 |
3.5 |
5.0 |
5.0 |
4.5 |
3.5 |
4.0 |
Dobbiaco |
4 |
50.0% |
4.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
3.0 |
3.0 |
4.0 |
Gunnar/Waterford |
4 |
- |
5.0 |
- |
5.0 |
5.0 |
5.0 |
- |
5.0 |
2.0 |
5.0 |
Norco |
4 |
- |
- |
4.0 |
4.0 |
- |
- |
- |
- |
- |
- |
Salsa |
4 |
50.0% |
4.0 |
5.0 |
5.0 |
4.0 |
5.0 |
5.0 |
5.0 |
3.0 |
2.0 |
Yeti |
4 |
30.0% |
3.5 |
4.5 |
4.0 |
3.0 |
5.0 |
2.5 |
3.5 |
3.5 |
3.5 |
Ellsworth |
3 |
40.0% |
2.0 |
4.0 |
3.0 |
2.0 |
1.0 |
3.0 |
3.0 |
4.0 |
2.0 |
Felt |
3 |
25.0% |
3.0 |
3.0 |
3.0 |
1.0 |
3.0 |
3.0 |
3.0 |
1.0 |
1.0 |
Intense |
3 |
- |
1.5 |
2.0 |
2.5 |
1.5 |
1.5 |
1.0 |
1.5 |
1.0 |
1.0 |
Sun Cruiser |
3 |
38.0% |
1.0 |
5.0 |
4.0 |
5.0 |
- |
- |
- |
- |
- |
Look |
2 |
35.0% |
5.0 |
3.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
5.0 |
Serotta |
2 |
23.0% |
4.0 |
5.0 |
5.0 |
5.0 |
5.0 |
- |
3.0 |
3.0 |
3.0 |
Seven |
2 |
32.0% |
3.0 |
3.0 |
4.0 |
1.0 |
3.0 |
3.0 |
2.0 |
3.0 |
1.0 |
Trailmate |
2 |
- |
4.0 |
3.0 |
4.0 |
3.0 |
- |
- |
- |
- |
- |
Devinchi |
1 |
30.0% |
4.0 |
4.0 |
4.0 |
1.0 |
4.0 |
3.0 |
3.0 |
2.0 |
2.0 |
Santana |
1 |
35.0% |
5.0 |
5.0 |
5.0 |
4.0 |
5.0 |
3.0 |
4.0 |
3.0 |
5.0 |
Softride |
1 |
25.0% |
3.0 |
- |
4.0 |
- |
5.0 |
- |
- |
3.0 |
4.0 |
摘譯自美Bicycle Retailer雜誌2002.12.1
