石油市场研究报告(ppt 57页)(英文版).ppt

壳牌石油市场研究报告（英）,OILBRANDAWARENESS(Q1a/b),Base:AllrespondentsUNWTDBase:355WTDBase(000):67,000,LocalBrandsGreatWallOriginalSpecialoilOthersImported/JVBrandShellMobilCaltexEssoCastrolBPOthers,ShellHelixRedHelixSuperRotellaMobilDelvac1300Delvac1130Delvac1330SpecialSuper,IMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-I(Q1a/b),Base:AllrespondentsUNWTDBase:355WTDBase(000):67,000,IMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-II(Q1a/b),CaltexCXTESSOBeuHBXSuperfloGoldExtraCastrolGTExtraTaximaxBPVisco2000SuperV,Base:AllrespondentsUNWTDBase:355WTDBase(000):67,000,OILBRANDEVERUSEDINPAST12MONTHS(Q1c),Base:Allrespondents,IMPORTED/JVBRANDEVERUSEDINPAST12MONTHS-SPECIFICMODEL(Q1c),Base:Allrespondents,OILBRANDUSEDFORLASTCHANGE(Q1d),Base:Allrespondents,OILBRANDUSEDMOSTOFTENFOROILCHANGE-I(Q1e),Base:Allrespondents,Base:AllrespondentsUNWTDBase:355WTDBase(000):67,000,OILBRANDUSEDMOSTOFTENFOROILCHANGE-II(Q1e),Base:Allrespondents,WHETHERHAVEAPACKOFOILFORTOP-UP-I(Q1f),Base:Allrespondents,WHETHERHAVEAPACKOFOILFORTOP-UP-II(Q1f),Base:Allrespondents,WHETHERHAVEAPACKOFOILFORTOP-UPANDBRANDAVAILABLEFORTOP-UP,Base:Allrespondents,WHETHERHAVEAPACKOFOILFORTOP-UP-III(Q1f),Base:Allrespondents,BRANDAVAILABLEFORTOP-UP-I(Q1g),Base:Respondentswhohaveapackofoilfortop-up,BRANDAVAILABLEFORTOP-UP-II(Q1g),Base:Respondentswhohaveapackofoilfortop-up,LOCATIONOFOILCHANGE/PURCHASE-I(Q2a),Base:Allrespondents,LOCATIONOFOILCHANGE/PURCHASE-II(Q2a),Base:Allrespondents,OILPURCHASINGLOCATION-III(Q2a),Base:Allrespondents,LOCATIONOFOILCHANGE/PURCHASE-IV(Q2a),Base:Allrespondents,LOCATIONOFCARMAINTENANCE/REPAIR-I(Q2b),Base:Allrespondents,LOCATIONOFCARMAINTENANCE/REPAIR-II(Q2b),Base:Allrespondents,PACKAGESIZEFORREGULARPURCHASING(Q3),Base:Allrespondents,USUALEXPENDITUREONONEPACKAGEOFOIL-I(Q4),Base:Allrespondents,USUALEXPENDITUREONONEPACKAGEOFOIL-II(Q4),Base:Allrespondents,FREQUENCYOFOILCHANGETIME-I(Q5),Base:Allrespondents,FREQUENCYOFOILCHANGETIME-II(Q5),Base:Allrespondents,FREQUENCYOFOILCHANGEMILEAGE(Q6a),Base:Allrespondents,KEYREFERENCEFOROILCHANGE(Q6b),Base:Allrespondents,USEOILFORTOP-UP-I(Q6c),Base:Allrespondents,USEOILFORTOP-UP-II(Q6c),Base:Allrespondents,FREQUENCYFOROILTOP-UP(Q6d),Base:Respondentswhoregularlytop-uptheoil,FACTORSTOBECONSIDEREDINSELECTINGOILBRAND(Q7a),Base:Allrespondents,MOSTIMPORTANTCONSIDERATIONFORBRANDSELECTION(Q7b),Base:Allrespondents,FAVOURABILITYFORTHENEWOILCONCEPT(Q10),TotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/Other,UNWTDBase:355139931239925676WTDBase(000):67,00050,00010,0007,00011,80955,1918,685,Base:Allrespondents,LIKESABOUTNEWOILCONCEPT(Q11a),Prolongaverageoildriveninterval20%,SpecialDesignforthoselong-timerunningvehicles,Base:Allrespondents,Note:Mentionslessthan5%isneglected,DISLIKESABOUTTHENEWOILCONCEPT(Q11b),Base:Allrespondents,PERCEPTIONOFTHENEWOILCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11c),TotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/Other,UNWTDBase:355139931239925676WTDBase(000):67,00050,00010,0007,00011,80955,1918,685,Base:Allrespondents,INWHICHWAYTHENEWOILISBETTERCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d),Base:respondentswhobelievenewoilis“better”,INWHICHWAYTHENEWOILISSAMECOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d),Base:Respondentswhobelievenewoilis“same”,PREFERENCERANKINGOFTHEBRANDNAME(Q12a),Base:AllrespondentsUNWTDBase:355WTDBase(000):67,000,No.1No.2No.3No.4,ShellShellShellShellTAXIKingWanLiXingQianLiMa2000,MeanRank:No.2.27No.2.34No.2.73No.2.65,REASONSFORGIVINGHIGHESTRANKING(Q12b),Base:Allrespondents,*,*,REASONSFORGIVINGLOWESTRANKING(Q12c),+:Smallbase,Vulgar/Rustic,Soundsboastful/clabeliverable,Appliedonoilisdifficulttounderstand,OnlysuitforTAXI,Doesntreadsmoothly,Nomeaningnextyear,Feelthatcandrive1000lionly,worsethanotheroils,Base:Allrespondents,Any,FAVOURABILITYFORTHENEWPACKAGE(Q13),TotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/Other,UNWTDBase:355139931239925676WTDBase(000):67,00050,00010,0007,00011,80955,1918,685,Base:Allrespondents,LIKESABOUTTHENEWPACKAGE(Q13a),Base:Allrespondents,DISLIKESABOUTTHENEWPACKAGE(Q13b),Base:Allrespondents,NEWOILPURCHASINGPOSSIBILITY(Q15),TotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/Other,UNWTDBase:355139931239925676WTDBase(000):67,00050,00010,0007,00011,80955,1918,685,Base:Allrespondents,3034384246505458626670747882869094,PRICESENSITIVITYMETER-NEWOIL,AcceptanceRangeOptimumpointRNB58,AMIPinPointTM-StrategicMatrixInterpretation,IMPORTANCE,PERFORMANCE,RELATIVEIMPORTANCEOFDISCRIMINATORS-I,TrustworthyGoodengineprotectionGoodqualityproductGoodtechnologicalbackingBettersuitedforpremiumcarTheoillookslikecrystalNoimpuritiesWell-knownbrandNofumesHelpscooltheengineBestIubricatingProperviscosityFunctionswelloverwiderangeGoodforsummerandwinterconditionsExtendoilchangingmileageHelpscleantheengine,RELATIVEIMPORTANCEOFDISCRIMINATORS-II,DoesnotleavecarbondepositsHighclasspackdesignHasspecialadditivesforsuperiorMulti-gradeviscosityPackiseasytohandleRecommendedbyserviceAcontinuoslyinnovativebrandRecommendedbyTAXIdriversLonghistoryWidelyavailableinthemarketValueformoneyGoodadvertisingManyTAXIdriversuseGoodpromotionactivitiesBettersuitedforfamilycar,STRATEGICMATRIX-ShellNew,WEAKAVERAGESTRONG,IMPORTANTMODERATELESSIMPORTANT,ShellNewsPerformanceRelativetotheCompetition,STRATEGICMATRIX-ShellHelixRed,WEAKAVERAGESTRONG,IMPORTANTMODERATELESSIMPORTANT,ShellHelixRedsPerformanceRelativetotheCompetition,Properviscosity,Goodforsummerandwinter,STRATEGICMATRIX-ShellHelixSuper,WEAKAVERAGESTRONG,IMPORTA