19
2013
CPC
Downstream Operations
filling-station network: of the 2,557 filling stations operating in Taiwan at
the end of 2012, 633 were operated by CPC directly, 14 were operated
cooperatively by CPC with other parties and 1,381 were franchised to
private operators. This network gave CPC control of more than 70% of
the market; its shares of the gasoline, aviation fuel, diesel fuel, and fuel
oil markets in 2012 were 77.6%, 63.9%, 85.4% and 93.4%, respectively.
In addition to its network of gasoline stations, CPC's storage and
transportation operation supplies other fuel needs by operating aviation
fueling stations at the Taoyuan, Taichung, Hualien, Taitung, Kaohsiung,
Kinmen, and Magong airports and by maintaining 35 fishing-harbor
filling stations around the island. At the end of 2012 CPC operated 14
petroleum supply centers - at Keelung, Shimen, Hsinchu, Taichung,
Taichung Harbor, Wangtian, Minxiong, Tainan, Fengde, Qiaotou, Su’ao,
Hualien, Huxi and Kinmen & Matsu (part of the oil supply center there) -
to supply the oil products needed by filling stations in their areas. A total
of 19,621 KKL of oil products was delivered from these centers in 2012.
There are also three chemical analysis centers - in Keelung, Taichung,
and Kaohsiung – which, along with seven laboratories, are charged with
the testing and quality control of oil products; altogether, they tested
57,524 samples during the year.
In the operation of its filling stations, CPC seeks to upgrade customer
satisfaction and lead the market through "differentiation of services"
and "the service advantage." The Marketing Business Division asks
directly-operated filling stations throughout Taiwan to provide high-quality
services, create a clean-toilet culture, implement customer experience
management, vigorously promote the CPC VIP card and carry out
customer relationship management. To reduce operating costs and
resolve the problem of insufficient filling-station manpower, our company
took the lead in introducing self-service, credit-card gas-tank filling. At
the same time, all filling stations under the CPC banner are asked to
generate non-core income by increasing their operational depth, offering
diversified services and strengthening cross-industry strategic alliances.
