中国石化品牌影响力调查分析--基于成品油终端消费者的视角

摘要

The overall brand awareness of China Petrochemical Corporation, or SINOPEC, is relatively high:consumers can clearly distinguish between SINOPEC and CNPC, China National Petroleum Corporation, and more than half of the consumers are able to remember the SINOPEC advertising. The customer loyalty of the SINOPEC brand is relatively high: most customers label themselves as loyal customers of SINOPEC, and most consumers have the experience of visiting a SINOPEC convenience store, showing a certain brand engagement. The majority of consumers are willing to recommend SINOPEC petrol stations to relatives and friends.%中国石化品牌的认知度总体上是比较高的，消费者能明显地区分中国石化与中国石油是两家不同的石油公司，超过一半的消费者能记得中国石化的广告；中国石化品牌的客户忠诚度比较高，大部分客户认为自己是中国石化的忠实客户，大部分消费者有光顾便利店的经历，显示出一定的品牌黏性；多数消费者愿意向亲朋好友推荐中国石化加油站。