国际石油经济2025，Vol.33Issue(5)：103-110,8.DOI:10.3969/j.issn.1004-7298.2025.05.013
基于顾客价值感知的加油站非油商品定价策略研究
Research on pricing strategies of non-fuel products in gas stations based on customer perceived value
亓敏霞 1朱磊 1潘志丽 2戴扬 1李男 2马晓驰1
作者信息
- 1. 中石油昆仑好客有限公司
- 2. 中国石油集团经济技术研究院
- 折叠
摘要
Abstract
As China's economic growth moderates and consumption patterns become more rationalized,customers are increasingly focused on product price-performance ratios.The non-fuel retail business has emerged as a critical driver for revenue growth and operational transformation in refined oil sales enterprises.The paper finds the customer cognitive bias for pricing for non-fuel products at CNPC's"uSmile"convenience stores by consumers'investigations,proposes such four optimized directions&fields as distinguishing between category role,business district and customer segmentation,and price sensitivity stratification,as well as enhancing commodity value communication based on customer perceived value theory,customer-delivered value concepts,and the Diller Price Model for non-fuel products in gas station convenience stores to assist oil product sales enterprises in improving price image perception,boosting customer satisfaction,and achieving sustainable high-quality development.关键词
加油站/非油商品/定价策略/昆仑好客/成品油销售Key words
gas stations/non-fuel products/pricing strategies/uSmile/refined oil sales分类
管理科学引用本文复制引用
亓敏霞,朱磊,潘志丽,戴扬,李男,马晓驰..基于顾客价值感知的加油站非油商品定价策略研究[J].国际石油经济,2025,33(5):103-110,8.
