Chongqing Dongyin Shell Petroleum - Gas Station Vehicle Traffic Monitoring Survey
Company overview
Chongqing Dongyin Shell Petroleum Co., Ltd. is a Sino-foreign joint venture established through equal investment by Chongqing Dongyin Group and Royal Dutch Shell Group. The company's primary business is retail fuel sales and is one of the key operators in Chongqing's fuel retail network. As a global leader in energy, Royal Dutch Shell brings its strong brand, technology, and management practices into synergy with the robust domestic capabilities of Dongyin Group, providing significant advantages in gas station network planning, market operations, and customer service. The company delivers efficient and high-quality fuel products and related services to Chongqing and surrounding regions
Research background
In the context of increasingly intense competition in the retail fuel sector, scientifically planning gas station layouts and enhancing the economic performance of existing outlets have become key factors in the development of fuel retail enterprises. To accurately assess vehicle flow characteristics and potential fuel demand along key road segments in Chongqing, and to support new site selection and performance evaluation of existing stations, Chongqing Dongyin Shell Petroleum Co., Ltd. has commissioned a third-party professional research institution to conduct a systematic vehicle traffic monitoring project, collecting detailed data to serve as a basis for investment decisions.
Research scope
From March 2014 to 2015, CEIDEA Research was commissioned by Chongqing Dongyin Shell Petroleum Co., Ltd. to conduct a one-year vehicle traffic monitoring project at designated monitoring points across Chongqing, including highways, national roads, provincial roads, urban main arteries, and township roads. Each monitoring cycle lasted three days (comprising two working days and one weekend day), during which high-definition video equipment was used to record vehicle movements, and manual records were maintained to classify and count forward and backward traffic by vehicle type. At selected monitoring points, the number of vehicles entering gas stations and entry rates were also recorded to evaluate the potential for fueling demand at specific locations. The monitoring process strictly controlled variables to ensure data accuracy and reliability.
Expected outcomes
This monitoring project systematically collected large-scale vehicle traffic data across various types of roads and regions, providing a comprehensive understanding of traffic volume and structural characteristics at each monitoring point. The findings offer scientific support for Chongqing Dongyin Shell's strategy in gas station development and acquisition decisions. By analyzing traffic trends by vehicle type and gas station entry behaviors, high-potential locations were identified for prioritized investment, effectively reducing site selection risks. Additionally, the research results provide foundational data for subsequent operational activities, including fuel sales forecasting, service capacity planning, and regional market competition analysis.
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