2011 s oil mkt award-ins
TRANSCRIPT
![Page 1: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/1.jpg)
![Page 2: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/2.jpg)
1.1. 소비자 분석 소비자 분석
2.2. 자사자사 && 경쟁사 비교 분석 경쟁사 비교 분석
3.3. 주유주유 44 사 분석 사 분석
4.4. 자사 커뮤니케이션 분석 자사 커뮤니케이션 분석
6.6. 선정 타겟의 시장성 선정 타겟의 시장성
7.7. 타겟 성향분석 타겟 성향분석
9.9. 프로모션 전략 로드맵 프로모션 전략 로드맵
10.10. 프로모션프로모션 1 .2 .3 1 .2 .3
11.11. 예산예산 //기대효과기대효과
![Page 3: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/3.jpg)
![Page 4: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/4.jpg)
![Page 5: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/5.jpg)
![Page 6: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/6.jpg)
![Page 7: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/7.jpg)
![Page 8: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/8.jpg)
![Page 9: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/9.jpg)
![Page 10: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/10.jpg)
![Page 11: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/11.jpg)
![Page 12: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/12.jpg)
![Page 13: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/13.jpg)
![Page 14: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/14.jpg)
구분 사례수(명 )
S - O IL현대오일뱅크
G S
칼텍스S K
엔크린 無상표 모름 /
무응답 계
전체 464 1 5.6 6.8 25.0 38.5 0.9 1 3.3 1 00.0
연령 1 00.0
19- 29 세 86 14. 0 8. 2 33. 6 40. 9 0. 0 3. 3 100. 0 30대 1 25 1 7.7 6.4 25.4 39.3 0.8 1 0.4 1 00.0
40대 1 24 1 6.8 7.1 21 .9 38.0 0.8 1 5.4 1 00.0
50대이상 1 29 1 3.4 6.1 21 .8 36.4 1 .6 20.7 1 00.0
운전경력 1 00.0
1 년이내 9 0. 0 10. 1 44. 6 34. 9 0. 0 10. 4 100. 0 5 년이내 80 1 6.2 8.7 30.9 33.0 0.0 1 1 .2 1 00.0
1 0년이내 1 34 1 2.8 6.7 28.2 45.6 0.8 6.0 1 00.0
20년이내 1 53 1 9.1 5.1 1 9.6 36.1 2.0 1 8.1 1 00.0
30년이내 54 1 4.5 1 0.9 1 8.5 44.9 0.0 1 1 .2 1 00.0
30년이상 29 1 3.7 3.6 31 .0 1 7.1 0.0 34.5 1 00.0
모름 /무응답 4 24.9 0.0 0.0 75.1 0.0 0.0 1 00.0
구분 사례수(명 )
S - O IL현대오일뱅크
G S
칼텍스S K
엔크린 無상표 모름 /
무응답 계
전체 81 4 7.8 7.1 1 5 .5 47.6 0.3 21 .8 1 00.0
연령 1 00.0
19- 29 세 148 5. 4 9. 2 16. 4 62. 2 0. 0 6. 8 100. 0 30대 225 8.1 6.2 1 7.4 54.0 0.0 1 4.3 1 00.0
40대 221 8.3 8.1 1 4.9 41 .8 0.9 25.9 1 00.0
50대이상 21 9 8.6 5.5 1 3.7 37.0 0.0 35.2 1 00.0
운전경력 1 00.0
1 년이내 21 13. 5 9. 4 14. 9 32. 7 0. 0 29. 5 100. 0 5 년이내 1 52 8.1 1 2.2 1 4.1 48.3 0.0 1 7.3 1 00.0
1 0년이내 222 3.6 6.8 1 8.0 56.8 0.0 1 4.9 1 00.0
20년이내 273 9.6 4.4 1 5.3 46.4 0.4 23.8 1 00.0
30년이내 93 1 4.2 8.6 1 3.0 40.2 0.0 24.0 1 00.0
30년이상 49 2.0 4.0 1 4.6 30.5 2.0 46.9 1 00.0
모름 /무응답 4 0.0 0.0 24.9 50.9 0.0 24.1 1 00.0
![Page 15: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/15.jpg)
![Page 16: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/16.jpg)
![Page 17: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/17.jpg)
![Page 18: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/18.jpg)
![Page 19: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/19.jpg)
![Page 20: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/20.jpg)
![Page 21: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/21.jpg)
![Page 22: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/22.jpg)
![Page 23: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/23.jpg)
![Page 24: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/24.jpg)
![Page 25: 2011 s oil mkt award-ins](https://reader033.vdocuments.pub/reader033/viewer/2022060123/55970fcc1a28ab61708b45be/html5/thumbnails/25.jpg)