英国眼镜市场调研报告(3)

图2-4：不同类别下代金券的最高抵消金额

从图2-4可知，A、B、C、D四种情况下能够抵消的最高金额是￡37.1、￡56.4、￡82.6和￡186.5。在电子商务网站上使用NHS 代金券有4个步骤，分别为：

1) Order your spectacles in the normal way, by selecting the frames and lenses you wish to purchase. When you reach the Checkout area, please enter your billing information and complete your order. NB: you will require a valid credit or debit card even if your NHS Voucher covers the complete cost of the spectacles.

2) Next, send your completed, signed voucher to us for processing. Please ensure that you provide us with the issuing NHS Trust Area address, so that we can forward your voucher to the correct trust once the spectacles have been dispatched to you.

3) Contact us to let us know you wish to pay for all or part of your spectacle order using an NHS Voucher.

4) When your GOS3 voucher has been received by us and verified, we will credit the voucher amount to your credit or debit card.

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（三） Eyecare Vouchers

Eyecare Vouchers主要是为那些工作中需要使用VDU职员的眼部护理提供3种代金券，它们分别为Eye examination vouchers、Spectacle vouchers和Top-up vouchers。Eye examination vouchers可以免费视力检查；Spectacle vouchers有￡55和￡75两种面额，￡75的代金券可以用来支付双焦和多焦的镜片；Top-up vouchers面值一般是￡10，用于支付特殊的眼镜（安全眼镜或驾驶戴的眼镜）。英国96%的眼镜商都支持Eyecare Vouchers。

在英国，老板有责任为那些工作中使用VDU的员工提供视力检查或眼镜。如果老板想购买代金券，他们需要了解的流程大致如下：

1) Decide how many Eyecare Vouchers your organisation needs and make a single payment or

regular payment

2) You can order our voucher booklets by phone or online

3) We’ll then send you the vouchers within five working days of receiving your payment

4) With the vouchers we will also send you communication materials - giving staff all the

information they need

5) Give each employee who qualifies an Eye examination voucher – you could put one in each

new employee’s welcome pack

6) The employee uses the voucher to pay for a full eye examination

7) If the employee needs glasses specifically for VDU work, you’re legally obliged to provide

them with a Spectacles voucher

8) Give the employee a Spectacles voucher to cover the cost

9) If the employee wants a more expensive pair of frames or lenses than the vouchers cover,

they can still use the vouchers and make up the difference 10) The optician then redeems the Eyecare Vouchers

如果眼镜商想加入Eyecare Vouchers， 他们只需要填写Voucher Redemption Agreement Form并且寄给Eyecare Vouchers。当Eyecare Vouchers收到Voucher Redemption Agreement Form后，Eyecare Vouchers会帮眼镜商开立一个账户，并寄给眼镜商5个文件（Eyecare Voucher Claim Forms、Stickers to display、Promotional posters、A VDU Certificate of Recommendation booklet、An Optician’s Guide to the Eyecare Vouchers Scheme）。

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接受代金券的眼镜商配镜过程的一般流程如图2-5。

图2-5：使用Eyecare代金券的流程

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第三部分竞争对手分析（只研究光学眼镜）

（一） 线下眼镜市场

对于传统的线下眼镜商而言，他们在优势和劣势方面都十分明显。与B2C网站相比，实体店眼镜商具有的优势主要体现在：配镜者可以进行视力检查；配镜者可以体验真实产品，包括质量、功能、尺码和颜色等各个方面；配镜者使用NHS相关权利更加的方便。而实体店与B2C网站竞争的劣势主要表现在：实体店由于店面租金、人力成本及其他费用，导致眼镜价格远远高于线上产品；实体店购物会受到时间、空间等其他因素的限制，如天气下雨，顾客就可能不会去实体店购物。

一般而言，大多数视力发生变化或需要重新进行视力检查的人会选择在实体店验光配镜，实体店配镜的流程比较繁琐，单视力检查就需要花20-30分钟，而配完眼镜后还需要等5-7个工作日才能够拿到眼镜。线下配镜过程如下图所示。

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由于线上和线下眼镜的价格相差很大，有一部分人会选择在实体店进行视力检查，取得镜片处方后再去线上购买眼镜。

（二） 线上主要竞争对手

1. 产品与服务方面 １.1specsavers.co.uk

该网站镜框有￡25、￡45、￡64、￡69、￡85、￡99、￡125和￡169等几种价格。由于该

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