柴油车尾气处理液市场竞争策略分析

Market Competition Strategy Analysis of Diesel Vehicle Tail Gas Treatment Fluid

SCR是我国柴油车国Ⅳ标准实施以后重型货车必备的尾气处理装置。用于SCR装置的尾气处理液(AUS32)市场取得了快速发展。尾气处理液是柴油和柴油车的互补品,但总体市场规模不大,产品同质化,客户对价格敏感度较高,在市场监管较弱的情况下,市场参与者较多,竞争激烈。以中国石化天津悦泰为案例,分析了在无产品差异的完全竞争市场中如何以品牌和加油站优势、产品质量、增值服务等竞争策略后来居上,在市场上取得优势。

SCR(Selective Catalytic Reduction)is a necessary tail gas treatment technology for heavy trucks after the implementation of national standard-Ⅳfor diesel vehicles in China.The market of tail gas treatment fluid(AUS32)for SCR device has made rapid development.Tail gas treatment fluid is a complementary product of diesel and diesel vehicles,but the overall market size is not large,characterized by similar products,price-sensitive customers,many players and fierce competition when under weak market supervision.This paper,taking Sinopec Tianjin Yuetai as an example,is to analyze how to take the advantage of the brand and gas station,product quality,value-added services and other competitive strategies to catch up and gain the upper hand,especially in a market with no product difference but full competition.