市场环境分析壳牌在整个中国市场的占有率较弱——仅有1100座加油站,仅覆盖1/3的中国市场,并且其中大部分都远离市区中心。这导致了壳牌中国加油站在消费者群体中的品牌认知度有限。另外,壳牌以往的传播模式是通过理性方式来宣传产品价格及品质竞争力,但竞争对手也采用同样的方式,所以效果并不理想。受众分析地利之便是消费者选择加油站的首要考量。强调价格及产 Market Environment Analysis Shell has a weak share of the entire Chinese market - with 1,100 gas stations covering only one-third of the Chinese market, most of which are far from urban centers. This has led to a limited brand awareness among Shell’s Chinese gas stations in the consumer base. In addition, Shell’s past mode of communication is to rationally promote the price and quality competitiveness of products, but competitors use the same method, so the effect is not satisfactory. Analysis of the audience to facilitate the choice of gas stations is the primary consideration of consumers. Emphasis on price and production