加油站附設車輛維修顧客消費習慣之研究

Research on the Consumption Habits of Customers in Gas Station- An Explorer Study

杜瑩真(Ying-Chen Tu) ； 盧希鵬(Hsi-Peng Lu) ； 羅天一(Tainyi Luor)

《石油季刊》 53卷4期 (2017/12) Pp. 111-122

摘要

在國內，加油站提供給消費者的主要定位，一直是油料能源補給為角色自居，但隨著各式能源供應的崛起以及近年來車輛引擎油耗技術的提昇與先新科技的進步，著重於非燃油車輛的研發及國際原油市場的變化，使得加油站油品銷售績效受到威脅。從企業長遠經營角度而言，市場需求已開始改變，而企業經營方向儼然需要開始著手進行調整，以增加企業獲利。自台灣油品市場自由化後，台灣中油公司所屬自營加油站已不再只是提供油品銷售而已，而是開始從人與車的需求角度切入，思考如何能夠提供車及人的服務，才能抓住顧客的口袋，進而賦予加油站多角化服務以產生不同的服務價值。而台灣最大油品公司-台灣中油，一直是國內油品市場之領先者，它的未來發展與走向一直受到國內其他油品供應者及眾多民營油站企業者之關注。加油站除油品銷售外，更有洗車服務、車輛保養維修中心、銷售民生必需品之超商以及停車場等多角化服務。而本研究的目的主要欲透過質化研究訪談等方法，了解顧客於中油公司車輛保養服務中心接受服務之消費習慣，以做為拓展業務之參考。

關鍵字

台灣中油公司 ； 車輛保養服務中心 ； 加油站多角化

並列摘要

In Taiwan, the major service of gas stations is to fill up gasoline. However, the various alternative energy resources and the new progress of car engine technology have threatened oil selling profiles of gas stations. In the long run, the enterprises have to adjust their business strategies in order to increase the revenue while market demand is changing. Since the oil market was liberalized in Taiwan, the gas stations of Taiwan CPC Corp. not only sell oil, but also provide more services to meet customers' demands and to increase the service value by giving diversified services in gas stations. Taiwan CPC Corp. has been the petroleum giant company and the leader in national oil market. Its future strategies are always concerned by the competitors and the franchisees. In addition to oil selling, there are other services like car wash, car maintenance, selling convenience goods and parking lots, etc. The main purpose of this research is to explore the needs of customers and bring success to the car express maintenance in gas stations, also for other relevant vendor's reference.

並列關鍵字

CPC Corporation ； Car Maintenance Service ； Diversified Services in Gas Stations