Marketing
CPC's domestic marketing focuses chiefly on automotive gasoline, aviation fuel, diesel and fuel oil.
In 2014 CPC sold a total of 19,430 thousand kiloliters of these products in Taiwan, generating total
sales revenue of approximately NT$508.7 billion – a slight decrease compared with 2013. Automotive
gasoline accounted for the largest share at approximately 46.9%, followed by diesel at about 25.8%,
fuel oil at about 18.4% and aviation fuel at around 8.9%.
Taiwan's market for petroleum products is divided chiefly between CPC and Formosa Petrochemical
and competition between them has grown increasingly intense. CPC has worked hard to leverage the
advantage of its marketing network and protect its market share by consolidating its filling-station
network: of the 2,509 filling stations operating in Taiwan as of the end of 2014, 615 were operated by
CPC directly, eight were operated cooperatively by CPC and other parties and 1,361 were privately-
operated franchises – a total of 1,984. This network gives CPC control over more than 70% of the
market and its share of overall gasoline, aviation fuel, diesel and fuel oil sales were 80.2%, 59.6%,
84.1%, and 92.9% respectively.
Fueling air, sea and land transportation; providing high-grade service
at gas stations
CPC operates aviation fueling stations at the Sungshan, Taoyuan, Taichung, Hualien, Taitung, Kaohsiung,
Kinmen and Magong airports and international marine bunkering stations at Keelung, Su-ao, Taichung,
Kaohsiung and Hualien harbors as well as 35 fishing-boat filling stations around Taiwan's coastline.
As of the end of 2014, CPC had 14 petroleum product distribution centers – located at Keelung,
Shimen, Hsinchu, Taichung, Taichung Harbor, Wangtian, Minxiong, Tainan, Fengde, Qiaotou, Suao,
Hualien, Huxi, and Kinmen and Matsu (part of the oil supply center) – to supply filling stations in their
surrounding areas. A total of 20,972 kiloliters of oil was delivered from these centers throughout the
year. There are also three chemical analysis centers, in Keelung, Taichung, and Kaohsiung, plus seven
testing laboratories charged with testing petroleum products to maintain quality control and altogether
they handled 52,222 samples during the year.
In order to enhance customer satisfaction and maintain its market leadership, CPC has set as the
keynote of its filling station operations a standard of service differentiated from that of its competitors.
This requires that all directly-operated filling stations throughout Taiwan provide overall high-level
service in terms of always keeping the toilets clean, employing customer experience management,
actively promoting the VIP card system and applying customer relations management. Faced with the
need to reduce operating costs and resolve the problem of manpower shortage, CPC has taken the
lead in introducing self-service fueling using credit cards and also requires filling stations under its flag
to increase revenue from outside their core areas by providing a diversity of services and strengthening
horizontal alliances.
In the area of customer service, the 080-003-6188 customer service hotline was set up in 2000 and the
"1912" CPC service line was added in 2011 to expand the scope of our services and respond to customers'
problems on a unified basis.
