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壳牌石油市场研究报告(英)OILBRANDAWARENESS(Q1a/b)100100421739989845241261472211896645231277675863331864111159739
71%25%50%75%100%Base:AllrespondentsUNWTDBase:355WTDBase('000):67,000TopofMindTotalUnaidedTotalMentionsLocalBrandsGreat
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se:355WTDBase('000):67,000IMPORTED/JVOILBRANDAWARENESS-SPECIFICMODEL-II(Q1a/b)52424122171026141214125
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and/ModelUserXiaLiCitroenSantana/Jetta/OthersShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010
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%%%Yes361039No649061WHETHERHAVEAPACKOFOILFORTOP-UP-I(Q1f)3268%50%100%Base:AllrespondentsTotalSpecificBrand/ModelUserS
hellNon-ShellShellHelixRedUNWTDBase:3559925676WTDBase(‘000):67,00017,04249,95814,218%%%Yes273331No736769WHETHERHAVEAPACKO
FOILFORTOP-UP-II(Q1f)3268%50%100%Base:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/Jetta/OthersUNWTDBase:35513993123WTDBase(‘00
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*Specialoil2*1No649061WHETHERHAVEAPACKOFOILFORTOP-UPANDBRANDAVAILABLEFORTOP-UP32684211631%40%80%Base:AllrespondentsTotalOwnershipofTAXICarAgeo
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7,00019,75047,2504,56346,58615,85120,05543,5033,443%%%%%%%%Yes324029863218303159No686071146882706941WHETHERHAVEAPACKOFOILFORTOP-UP-III(Q1f
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ecialoil5*3Original13**BRANDAVAILABLEFORTOP-UP-I(Q1g)585452511%50%100%Base:Respondentswhohaveapackofoilfortop-upTotalOwnershi
pofTAXICarAgeofTAXIMilesRunningPerMonthPrivateCompany>5years1-5years<1year>8,000km5,001-8,000km<5,000kmUNWTDBase:9025++6520++57
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000%%%6574513454458LOCATIONOFOILCHANGE/PURCHASE-II(Q2a)5555%25%50%Brandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)Br
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viceBase:AllrespondentsTotalSpecificBrand/ModelUserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622+
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12OILPURCHASINGLOCATION-III(Q2a)282216148%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Branded)workshopIndepen
dentworkshopsGasstation(lubs/servicebay)Independentoilchangeoutlets(majorbusinessisoilchangeandcanprovidesomesimplemaintenanceorcarwashservice)Bas
e:AllrespondentsTotalSpecificBrand/ModelUserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDB
ase:355190165992567622++WTDBase(‘000):67,00027,33739,66311,80955,1918,6553,055%%%%%%7510571765556474103817555554LOCATIONOFOILCHANGE/PURCHASE
-IV(Q2a)5555%25%50%Brandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)BrandednetworkoilchangeCenter/autobeautyCenterGasstation
(shops)Smallshops(oil,sparepartsandautoaccessoriesshops),withoutoilchangeandnoautorepairserviceBase:AllrespondentsTotalTAXIModelXiaLiCitroenSantana/
Jetta/OtherUNWTDBase:35513993123WTDBase(‘000):67,00050,00010,0007,000%%%4212302466231267118158814417LOCATIONOFCAR
MAINTENANCE/REPAIR-I(Q2b)3630111084%25%50%Oilshop/autopartshop(withsimpleservice)Franchised(Branded)workshopIndependentworkshopsWorkunit(Co
mpanyhomebasegarage)Do-it-yourselfBrandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)Base:AllrespondentsTotalSpecificBrand/Mo
delUserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(
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opIndependentworkshopsWorkunit(Companyhomebasegarage)Do-it-yourselfBrandedfastfitoutletchains(withtyrechangeandmostcarmaintenanceservice)Base:
AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHeli
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,00010,0007,000%%%RMB31-4015119RMB41-5018205RMB51-60221310RMB61-70211926RMB71-80132413RMB81-10081026>RMB1002211Mean(RMB60.4
558.7161.8370.98USUALEXPENDITUREONONEPACKAGEOFOIL-I(Q4)1417192115103%25%50%Base:AllrespondentsTotalSpeci
ficBrand/ModeluserImported/JVBrandLocalBrandShellNon-ShellShellHelixRedShellSuperUNWTDBase:355190165992567622++WTDBase(‘000):67,00027,33739,6631
1,80955,1918,6553,055%%%%%%RMB31-40024*17**RMB41-501283203*RMB51-6092782211*RMB61-704172193426MB71-802392413283RMB81-10018547
1840>RMB1008*102720Mean(RMB)60.4573.2051.6475.2457.2872.8083.44USUALEXPENDITUREONONEPACKAGEOFOIL-II(Q4)1417192115103%25%50%Bas
e:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRed
UNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%Twiceormoreamonth24213202226Onceamonth727488777371Onceevery2-
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wned5+years1-5years<1year>8,000km5,001-8,000km<5,000kmUNWTDBase:3558227333+2408210122628++WTDBase(‘000):67,0001
9,75047,2504,56346,58615,85120,05543,5033,443%%%%%%%%%Twiceormoreamonth2215259222434181Onceamonth748271917567637882Once
every2-3months445*393417FREQUENCYOFOILCHANGETIME-II(Q5)Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNo
n-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%1,001-3,000km2***1*3,001-5,000km243
1182524315,001-6,000km5458284054296,001-8,000km1310312313278,001-10,000km32211231310,001-12,000km3*3*3*12,000+1***1*Mean(km)565856055
2626597586856135911FREQUENCYOFOILCHANGEMILEAGE(Q6a)1255214531%30%60%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/J
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79167691777656USEOILFORTOP-UP-II(Q6c)Base:AllrespondentsFREQUENCYFOROILTOP-UP(Q6d)TotalTAXIModelSpecificBrand/ModelUserMil
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322126Mean(days)12.8112.7814.0012.8213.2813.2512.7412.8412.7413.21Base:Respondentswhoregularlytop-uptheoilTotalTAXIModelSpecificBrand/Mode
luserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,
80955,1918,685%%%%%%Quality979492969698Price899175789178Brand786866797475NoCounterfeit735662776778Easilyfindinthemarket2
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Non-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1915,685%%%%%%Quality676165
716471Price1415117175Nocounterfeit911121098Brand6211669MOSTIMPORTANTCONSIDERATIONFORBRANDSELECTION(Q7b)651596%50%100%Base:Allresponde
ntsFAVOURABILITYFORTHENEWOILCONCEPT(Q10)2%1%5%5%1%2%69%74%57%33%52%72%57%29%25%38%61%47%25%43%TotalXiaLiCitroenSantana/Shel
lNon-ShellShellHelixRedJetta/OtherUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,809
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tana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011.80955.1918.685%%%%%%Any10010010
0100100100Extra/stronganti-wearadditives645464765976Canminimizebreakdown333337323330Canreducemaintenancecost303629353033565259505747Highviscosit
y33310453140Highstability332732363134Reduceoperationcost222024192216Havesuchadditives181024361336Savemaintenancetime15161711171311696116Mult
i-gradeoil11655105Providingextraprotection588767Longoildraininterval458261LIKESABOUTNEWOILCONCEPT(Q11a)10064553433211915109653331%50%100%P
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xRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%Any5811864Toohighviscosity235612Oilviscositychanges
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455INWHICHWAYTHENEWOILISBETTERCOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)10063502217169538364%50%100%Base:respondentswhobelieve
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TDBase(‘000):17,50613,0682,4611,9776,00111,5063,995%%%%%%Any100100100100100100ExtraAnti-wearadditive454341265425Reducebreakow
n32627243523Reducemaintenancecost14181314158Prolongoildraininterval341730283324Highviscosity251722401548Highstability241723461152Sav
emaintenancetime913415613INWHICHWAYTHENEWOILISSAMECOMPAREDWITHTHEBRANDUSEDMOSTOFTEN(Q11d)1004431242393114%50%100%Base:Respondentswhobeliev
enewoilis“same”PREFERENCERANKINGOFTHEBRANDNAME(Q12a)40181725%25%50%Base:AllrespondentsUNWTDBase:355WTDBase('000):67,
00024322815%25%50%13303028%25%50%23212432%25%50%No.1No.2No.3No.4ShellShellShellShellTAXIKingWanLiXingQianLiMa2000MeanRank:No.2
.27No.2.34No.2.73No.2.65REASONSFORGIVINGHIGHESTRANKING(Q12b)10034229965%50%100%100791613%50%100%10032032213%50%100%1
001022871%50%100%1003741163%50%100%Shell20008115,470ShellQianLiMa46+8,390ShellWanLiXing9616,307ShellTAXIKing13226,832Total35567,00
0UNWTDBase:WTDBase(‘000):Base:Allrespondents**SpeciallysuitableforTAXINamesoundspleasingtothecarTrendynameSoundsprolongingtheintervalsofoilchan
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126ShellTAXIKing9516,807Total35567,000UNWTDBase:WTDBase(‘000):Vulgar/RusticSoundsboastful/clabeliverableAppliedonoilisdifficulttounderstandOn
lysuitforTAXIDoesn’treadsmoothlyNomeaningnextyearFeelthatcandrive1000lionly,worsethanotheroilsBase:AllrespondentsAnyFAVOURAB
ILITYFORTHENEWPACKAGE(Q13)31111111214101519%21%12%15%12%21%14%58%58%61%53%59%57%56%12%11%16%17%16%11%15%
DislikeverymuchDislikesomewhatNeithernorLikesomewhatLikeverymuchTotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/OtherUNWTDBase:3551399
31239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSan
tana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,0007,00011,8
0955,1918,685%%%%%%Any899088878984Convenienttohandle403840394039Easytohandle151618121710Slantinghandle,
convenienttouse141511111413Havehandle,convenienttouse121015161116Color333731483137Bluecolorisbeautiful182120221825Bluecolo
risclean963885Colorlooksconfortable736865Blueandyellowcolorareharmonious362122*Elegantbarreldesign1868111610Obvious
title986594Wholedesignispractical71312799Shortmouth,convenienttopouroil7710587LIKESABOUTTHENEWPACKAGE(Q13a)8940341
598716141219863%50%100%Base:AllrespondentsTotalTAXIModelSpecificBrand/ModeluserXiaLiCitroenSantana/Jetta/OtherShellNon-ShellShellHelixRedUNWTDBase:3
55139931239925676WTDBase(‘000):67,00050,00010,0007,00011,80955,1918,685%%%%%%Any464346484552Toodarkcolor/colorlooksold211420261933Color“TAXI”
isnotobvious611118*Handledesignisnotconvenienttouse216426Plasticbarreliseasytobebroken41*232Barrel’ssquareshapeisoldfashioned262*3*Bigmouth,easyto
leakwhenaddingoil215611DISLIKESABOUTTHENEWPACKAGE(Q13b)462073322%25%50%Base:AllrespondentsNEWOILPURCHASINGPOSSIBILITY(Q15)11119%9
%11%8%5%10%3%64%67%69%39%57%66%53%25%24%19%40%33%23%40%17346DefinitenotPossiblynotNeithernorPossiblywillDefin
itelywillTotalXiaLiCitroenSantana/ShellNon-ShellShellHelixRedJetta/OtherUNWTDBase:355139931239925676WTDBase(‘000):67,00050,00010,00
07,00011,80955,1918,685Base:Allrespondents%10%20%30%40%50%60%70%80%90%100%TooCheapCheapExpensiveTooExpensive303438424650545
8626670747882869094PRICESENSITIVITYMETER-NEWOILAcceptanceRangeOptimumpointRNB58AMIPinPointTM-StrategicMatrixInterpretationWEAKAVERA
GESTRONGHIGHTHREATSRemedyCOMPETITIVEEnhanceCORESTRENGTHSMaintainMEDIUMWEAKNESSESEnhanceLOWERPRIORITYOPPO
RTUNITIESIncreasesalienceLOWLOWERPRIORITYLOWPRIORITYPOTENTIALOPPORTUNITIESIncreasesalience?IMPORTANCEPERFORMANCE98988988878
4838280100879291828281020406080100RELATIVEIMPORTANCEOFDISCRIMINATORS-ITrustworthyGoodengineprotectionGoodqualityproductGoodtechnologicalbackingBetter
suitedforpremiumcarTheoillookslikecrystalNoimpuritiesWell-knownbrandNofumesHelpscooltheengineBestIubricatingProperviscosityFunctionswelloverwi
derangeGoodforsummerandwinterconditionsExtendoilchangingmileageHelpscleantheengine787570653222164484138382961102040608
0100RELATIVEIMPORTANCEOFDISCRIMINATORS-IIDoesnotleavecarbondepositsHighclasspackdesignHasspecialadditivesforsuperiorMulti-gradevis
cosityPackiseasytohandleRecommendedbyserviceAcontinuoslyinnovativebrandRecommendedbyTAXIdriversLonghi
storyWidelyavailableinthemarketValueformoneyGoodadvertisingManyTAXIdriversuseGoodpromotionactivitiesBettersuitedforfamil
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