中国高端汽油市场分析及营销建议

Analysis and marketing advice on China’s high-end gasoline market

近年来,全国高端汽油实际消费量呈萎缩趋势,2021年消费量为136万吨,占汽油消费总量的0.9%。中国石化、中国石油、壳牌三大主体高端汽油市场份额的变化趋势存在差异。市场主体竞争激烈,竞争并没有脱离同质化现象,营销方式多样化主要体现在品牌推广、增值服务和价格促销三个方面。政策和技术环境支持高端汽油的发展,当前中国高端汽油发展仍然处于成长期。假设通过一定营销手段,促使车辆价格20万元以上的汽车转化为消费高端汽油的比例达到8%(低限),则高端汽油的市场容量约为280万吨/年;若营销手段更为科学,促使转化比例达到20%(高限),高端汽油市场容量约为700万吨/年。通过分析2535份调查问卷数据,确定了高端汽油用户画像和潜在市场。经价格敏感度测试模型测算,消费者可接受的高端汽油价格为高于95~#汽油价格0.62~1.03元/升,最优价格为高于95~#汽油价格0.75元/升。企业应在品牌、产品、服务等方面进行优化,促进高端汽油销售。

In recent years,the national actual consumption of high-end gasoline has shown a shrinking trend and the consumption was 1.36 million tons,accounting for 0.9% of the total gasoline consumption in 2021.There are different change trends of the high-end gasoline market shares for such three major players as Sinopec,PetroChina,and Shell.The competition of market entities is fierce,and the competition has not been separated from the phenomenon of homogeneity.The diversification of marketing methods is mainly reflected in brand promotion,value-added services,and price promotion.The policy and technical environment supports the development of high-end gasoline,and the development of high-end gasoline in China is still in the growth stage.Assuming that by certain marketing means,8%(the low limit)of cars with a vehicle price above 200,000 Yuan are converted into high-end gasoline,then the market capacity of high-end gasoline is about 2.8 million tons/year;with more scientific marketing,the conversion ratio reaches 20%(the high limit),and the premium gasoline market capacity is about 7 million tons/year.By analyzing 2,535 questionnaire data,the paper determines the user persona and potential markets of high-end gasoline users.According to the price sensitivity test model,the acceptable high-end gasoline price for consumers is 0.62-1.03 Yuan/liter higher than the 95gasoline price,and the optimal price is 0.75 Yuan/liter higher than the 95gasoline price.Enterprises should optimize their brands,products,and services to promote high-end gasoline sales.