【導(dǎo)讀】殼牌石油市場(chǎng)研究報(bào)告（英）

　　

【正文】 ): 49,074 36,511 7,539 5,023 5,389 43,685 4,270% % % % % %Any 100 100 100 100 100 100E xt r a A n t i w ear ad d i t i ves 64 57 64 74 62 74C an m i n i m i ze b r e ak d o w n / s t r o n g A n t i w ear ab i l i t y37 34 46 49 36 43C an r ed u c e m ai n t e n an c e 39 29 28 33 37 38R ed u c e w ear t o t h e m ac h i n e 3 9 5 7 4 9P r o l o n g aver ag e o i l d r ai n i n t er val b y 20%49 50 55 48 50 43Hi g h vi s c o s i t y 21 21 33 31 21 23R ed u c e o p er at i o n c o s t 18 14 15 6 19 5Hi g h s t ab i l i t y 16 13 24 11 17 9S ave m ai n t en an c e t i m e 9 9 7 3 10 4S p ec i al d es i g n f o r l o n g t i m e r u n n i n g veh i c l es6 4 4 4 5 5IN WHICH WAY THE NEW OIL IS BETTER COMPARED WITH THE BRAND USED MOST OFTEN (Q11d) 10063502217169538364% 50% 100%Base: respondents who believe new oil is “better” T o t al T A XI M o d el S p ec i f i c B r an d / M o d el u s erXi aL i C i t r oe nS an t an a/J et t a/Ot h erS h el l No n S h el lS h el lHel i x R edUNW T D B as e: 97 40+ 23+ + 34+ 41+ 56 29+ +W T D B as e (? 000): 17,506 13,068 2,461 1,977 6,001 11,506 3,995% % % % % %A n y 100 100 100 100 100 100E xt r a A n t i w ear ad d i t i ve 45 43 41 26 54 25R ed u c e b r eak o w n 3 26 27 24 35 23R ed u c e m ai n t en an c e c o s t 14 18 13 14 15 8P r o l o n g o i l d r ai n i n t er val 34 17 30 28 33 24Hi g h vi s c o s i t y 25 17 22 40 15 48Hi g h s t ab i l i t y 24 17 23 46 11 52S ave m ai n t en an c e t i m e 9 13 4 15 6 13IN WHICH WAY THE NEW OIL IS SAME COMPARED WITH THE BRAND USED MOST OFTEN (Q11d) 1004431242393114% 50% 100%Base: Respondents who believe new oil is “same” PREFERENCE RANKING OF THE BRAND NAME (Q12a) 40181725% 25% 50%Base: All respondents UNWTD Base: 355 WTD Base (39。000): 67,000 24322815% 25% 50%13303028% 25% 50%23212432% 25% 50%No. 1 No. 2 No. 3 No. 4 Shell Shell Shell Shell TAXI King Wan Li Xing Qian Li Ma 2020 Mean Rank: No. No. No. No. REASONS FOR GIVING HIGHEST RANKING (Q12b) 10034229965% 50% 100%100791613% 50% 100%10032032213% 50% 100%1001022871% 50% 100%1003741163% 50% 100%Shell 2020 81 15,470 Shell Qian Li Ma 46+ 8,390 Shell Wan Li Xing 96 16,307 Shell TAXI King 132 26,832 Total 355 67,000 UNWTD Base: WTD Base (‘000): Base: All respondents * * Specially suitable for TAXI Name sounds pleasing to the car Trendy name Sounds prolonging the intervals of oil change Can make the car driving longer time Innovative name Any REASONS FOR GIVING LOWEST RANKING (Q12c) 982914118876% 50% 100%+: Small base 1003916304% 50% 100%98344494% 50% 100%9933931419% 50% 100%95172347211% 50% 100%Shell 2020 124 21,444 Shell Qian Li Ma 89 18,586 Shell Wan Li Xing 46+ 10,126 Shell TAXI King 95 16,807 Total 355 67,000 UNWTD Base: WTD Base (‘000): Vulgar/Rustic Sounds boastful/ clabeliverable Applied on oil is difficult to understand Only suit for TAXI Doesn?t read smoothly No meaning next year Feel that can drive 1000li only, worse than other oils Base: All respondents Any FAVOURABILITY FOR THE NEW PACKAGE (Q13) 311 11 111214101519%21%12%15%12% 21%14%58%58%61%53% 59%57%56%12%11%16% 17%16% 11% 15%D i s l i k e v e r y m u c h D i s l i k e s o m e w h a t N e i t h e r n o r L i k e s o m e w h a t L i k e v e r y m u c h Total XiaLi Citroen Santana/ Shell NonShell Shell Helix Red Jetta/Other UNWTD Base: 355 139 93 123 99 256 76 WTD Base (‘000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685 Base: All respondents T o t al T A XI M o d el S p ec i f i c B r an d / M o d el u s erXi aL i C i t r oe nS an t an a/J et t a/Ot h erS h el lNo n S h el lS h el lHel i xR edUNW T D B as e: 355 139 93 123 99 256 76W T D B as e (? 000): 67,000 50,000 10,000 7,000 11,809 55,191 8,685% % % % % %Any 89 90 88 87 89 84C o n ven i en t t o h an d l e 40 38 40 39 40 39E as y t o h an d l e 15 16 18 12 17 10S l an t i n g h an d l e, c o n ven i en t t o u s e 14 15 11 11 14 13Have h an d l e, c o n v en i en t t o u s e 12 10 15 16 11 16C o l o r 33 37 31 48 31 37B l u e c o l o r i s b eau t i f u l 18 21 20 22 18 25B l u e c o l o r i s c l ean 9 6 3 8 8 5C o l o r l o o k s c o n f o r t ab l e 7 3 6 8 6 5B l u e an d yel l o w c o l o r ar e h ar m o n i o u s 3 6 2 12 2 *E l eg an t b ar r el d e s i g n 18 6 8 11 16 10Ob vi o u s t i t l e 9 8 6 5 9 4W h o l e d es i g n i s p r ac t i c al 7 13 12 7 9 9S h o r t m o u t h , c o n ve n i en t t o p o u r o i l 7 7 10 5 8 7LIKES ABOUT THE NEW PACKAGE (Q13a) 8940341598716141219863% 50% 100%Base: All respondents T o t al T A XI M o d el S p ec i f i c B r an d / M o d el u s erXi aL i C i t r oe nS an t an a/J et t a/Ot h erS h el lNo n S h el lS h el lHe l i x R edUN W T D B as e: 355 139 93 123 99 256 76W T D B as e (? 00 0) : 67 ,0 00 50 ,0 00 10 ,0 00 7, 00 0 11 ,8 09 55 ,1 91 8, 68 5% % % % % %Any 46 43 46 48 45 52T o o d ar k c o l o r /c o l o r l o o k s o l d 21 14 20 26 19 33C o l o r “ T A XI ” i s n o t o b vi o u s 6 11 1 1 8 *Ha n d l e d es i g n i s n o t c o n ve n i en t t o u s e2 1 6 4 2 6P l as t i c b ar r el i s e as y t o b e b r o k en4 1 * 2 3 2B ar r el ? s s q u ar e s h ap e i s o l d f as h i o n ed2 6 2 * 3 *B i g m o u t h , e as y t o l ea k w h en ad d i n g o i l