基于客户感知价值的润滑油广告促销作用分析  

Analysis of the Promotional Effect of Lubricating Oil Advertising Based on Customer Perceived Value

作　　者：冯彦辉[1] 任宝秦 崔鹤 FENG Yan-hui;REN Bao-qin;CUI He(East China Branch of Sinopec Lubricating Oil Co.,Ltd.Shanghai 200137,China;Shanghai Lubricant Trade Association,Shanghai 200135,China;PetroChina Dalian Lubricating Oil R&D Center,Dalian,Liaoning 116032,China)

机构地区：[1]中国石化润滑油有限公司华东分公司,上海200137 [2]上海市润滑油品行业协会,上海200135 [3]中国石油大连润滑油研究开发中心,辽宁大连116032

出　　处：《润滑油》2024年第3期1-5,64,共6页Lubricating Oil

摘　　要：润滑油广告的促销作用机理,对广告的设计、投放媒体、投放时机选择有着重要的现实指导意义。润滑油广告是基于润滑油产品与服务市场营销的需要,通过一定形式的媒体,公开而广泛地向消费者传递信息的宣传手段。润滑油顾客感知价值的测量维度包括品牌价值、社会价值和情感价值。在润滑油广告对顾客感知价值驱动的经典模型基础上,分析了润滑油广告驱动感知利得和感知成本的成因。润滑油广告旨在与顾客在质量、服务和顾客关系上进行持续不断的信息沟通,建立信任关系,最终实现顾客满意的效果。润滑油广告能够减少顾客在体力和精力上的感知成本,从而增加顾客感知价值。从润滑油广告的中介效果、顾客反应的非线性、顾客反应过程三方面得出结论,润滑油广告对顾客感知价值有驱动作用,企业的广告活动能提升顾客感知利得价值,降低顾客感知成本。The mechanism of the promotional effect of lubricating oil advertising has important practical guidance for the de-sign,media selection,and timing of advertising.Lubricating oil advertising is a means of disseminating information to consum-ers openly and widely through certain forms of media based on the marketing needs of lubricating oil products and services.The measurement dimensions of customer perceived value of lubricating oil include brand value,social value,and emotional value.Based on the classical model of lubricating oil advertising driving perceived value,the study analyzes the causes of lubri-cating oil advertising driving perceived gains and costs.Lubricating oil advertising aims to continuously communicate informa-tion with customers on quality,service,and customer relationships,establish trust,and ultimately achieve customer satisfac-tion.Lubricating oil advertising can reduce customers'perceived costs in terms of physical and mental energy,thereby in-creasing customer perceived value.From the three aspects of the mediating effect of lubricating oil advertising,nonlinear cus-tomer responses,and the customer response process,it is concluded that lubricating oil advertising has a driving effect on cus-tomer perceived value,and enterprise advertising activities can enhance customer perceived gains and reduce perceived costs.

关 键 词：润滑油市场 顾客感知价值 广告 促销 作用机理 

分 类 号：TE626.3[石油与天然气工程—油气加工工程]