【導讀】v. research. Shanghai. 20August1998. AGENDA. research. corporateresearch. pagerpurchase. NofocusMinority. havingthechoiceto. replacethepager. privatepublic. pr. iva. te. ser. vic. e-c. har. ge. p. ay. me. nt. Idealcorporateuser. replacement-market. ownership. Motorolaenjoyed. ahigherm/sin. corporate. marketresearch. market. replacement-market. Researchprocess. panyhaving. interviewee. method:quota-sampling+in-depthinterview. Overview. Motorolatoperate,becauseof. M

　　

【正文】 n ? one of the interviewer said that if the price is below the 300500 and also acpanied with the free of service charge and most important of all is the good type ,they may considered the replacement suggestion implication ? with the good type ,the method of freepageramp。predeem of service charge can be effective, in addition, the free of several month抯 service charge will be better main finding and implication: nonintendor Appendix 1 Questionnaire Questionnaire for user ? Who is decisionmaker for purchaseamp。replacement of pager? ? Which department is the executor ? ? Who owned publicpurchase CCD,and why? ? Who owned publicpurchase numeric,and why? ? What is main pager brand in pany? ? What is internal pagerexchange process? ? What is the dissatisfactory point in their pageruse experience? ? What is the extra function needed by user? Questionnaire Decisionmakeramp。executor interview Company having replacement experience ? What is the purchasing policy? ? What is your criteria for choosing the operator and the pager(brand and type)? ? What is the incentive and the interest of your replacement action? ? When and where does replacement action occur and what form do you adopt? ? What is the age of the replaced pager and what is the type? ? What is the type of new pager? ? where does the old pager go? ? Do you change the operator acpanying replacement? ? what is your ment on your replacement action ?Be free to tell us some inconvenience and the promotion you prefer. ? which media do you usually get access to? ? What is the extra function needed by your pany? Questionnaire ? What is the purchasing policy? ? What is your criteria while choosing the operator and the pager(brand and type? ? What is the incentive and the interest of your replacement idea? ? When and where will you replace the pager and what form do you prefer? ? What is the age of the replaced pager and what is the type? ? What is the type of new pager you prefer to? ? where will the old pager go? ? Do you plan to change the operator acpanying replacement? ? Have you ever heard of oldexchangenew Champaign? what do you think of it ?what extra promotion do you prefer to ? ? Is there any empirism in your replacement thought? ? which media do you usually get access to? ? What is the extra function needed by your pany? Decisionmakeramp。executor interview Intendor Questionnaire Appendix 3 Interviewed corporate list C o m p a n y ch a ra ct er Si ze ty pe C o m p a n y ch a ra ct e rSi ze ty peB ao s t e e l gr oup SO E lar ge E x per ie nce du s e rS h a ng h ai x i nc h e ngs e r vic e c oSO E s aml l E x per ie nce du s e rP e o pl e ar m yp u bl is h i ng hou s eSS E x per ie nce du s e rS h a ng h ai hon g koudepar t m e nt s t o r eP OE s m all E x per ie nce du s e rZ hi la n m e c h a ni c c o F OE s m all N on i nt e nd o r S h a ng h aii n t e r n a t i onal t r a de c oSO E m e di um E x per ie nce du s e rS h a ng h ai ai j ia n c o SO E m e di um N on i nt e nd o r S ou t h w ait a n gr oup SO E m e di um N on i nt e nd o rA n s h a n s e c u r it y c o SO E lar ge N on i nt e nd o r S h a ng h ai c h e m is t r yi n s t it ut i onGA i n t e nd o rS h a ng h ai ge n e r a lM o t o c oJV lar ge N on i nt e nd o r S h a ng h ai p aper c o SO E s m all N on i nt e nd o rX iaf e i c o s m e t ic c o C OE m e di um N on i nt e nd o r S h a ng h ai m un ic ip le GA N on i nt e nd o rS h a ng h ai n e w spap e rSS N on i nt e nd o r F in a nce pap e r SS N on i nt e nd o rS h a ng h aibr oadc as t i ngSS N on i nt e nd o r S h e n g l on g gr oup SO E lar ge N on i nt e nd o rS hu g ua ng c o P OE s m all N on i nt e nd o r S h a ng h ai j ia w a c o JV m e di um N on i nt e nd o rS OE : s t a t e o wn ed en t er pr i s e GA : Go v er nm e n t A gen c y S S : s pec i a l s y s t e mJ V j o i n t v en t ur e F OE : f o r ei g n o wn ed e n t er pr i s e P OE : p r i v at e o wn ed en t er pr i s eC OE :co l l ec t i v e o wn ed en t er pr i s eInterviewed corporate lis