1.Industry status and development trend of LNG filling station market

LNG加气站是指将液化天然气（LNG）通过加热、蒸发、增压等工艺，转化为压缩天然气（CNG），并通过加气机为天然气汽车加注的设施。LNG加气站一般分为四种类型：撬装式加气站，标准式加气站，L- CNG加气站，移动式撬装加气站。LNG加气站具有占地少、建设周期短、投资成本低、运营成本低、安全性高、环保性好等优点，是天然气汽车的重要配套设施。

By the end of 2021, PetroChina, CNOOC, Xinjiang Guanghui Group and Xinao Group are the main operators of LNG filling stations in operation nationwide. LNG filling stations are concentrated in LNG consumption provinces and LNG output provinces such as Inner Mongolia, Shaanxi and Shanxi, among which Shandong is developing rapidly. It is estimated that by 2025, the number of LNG filling stations nationwide will exceed 7700, and the market size will reach 100 billion billion yuan.

The development of LNG filling station market industry is affected by many factors, including the following aspects:

(1) Policy factors. The national policy support for new energy vehicles provides a favorable policy environment for the development of LNG filling stations. For example, the National Development and Reform Commission issued the "Several Opinions on Accelerating the Utilization of Natural Gas", which put forward goals and measures to accelerate the development of natural gas vehicles, including strengthening the planning and construction of LNG filling stations, improving the price mechanism of LNG filling stations, and encouraging society Capital participates in the construction and operation of LNG filling stations.

(2) Market factors. With the development of the national economy and the improvement of people's living standards, the demand for automobile consumption is increasing, especially the demand for clean energy vehicles. The market demand for natural gas vehicles provides a broad market space for the development of LNG filling stations.

(3) Technical factors. The technical level and equipment performance of LNG filling station directly affect the operation efficiency and service quality of LNG filling station. With the continuous innovation and progress of LNG filling station technology, the equipment of LNG filling station is more intelligent, automatic, energy-saving and safe, which can meet the demand of LNG filling in different scales and scenarios, and improve the market competitiveness of LNG filling station.

（4）环境因素。随着环保意识的提升和雾霾问题的加剧，社会对传统能源汽车的污染排放提出了更高的要求。天然气汽车作为一种清洁能源汽车，其排放的二氧化碳、氮氧化物、颗粒物等污染物，远低于汽油和柴油汽车，能够有效改善大气环境。LNG加气站作为天然气汽车的重要配套设施，也符合了绿色低碳的发展理念，受到了社会的广泛认可和支持。

To sum up, the LNG filling station market industry has good development prospects and potential, but it also faces some challenges and problems, such as the intensification of market competition, the diversification of consumer demand, the imperfection of industry standards, and the rise of operating costs. In order to better grasp market opportunities and respond to market risks, the LNG filling station market industry needs to conduct effective consumer research to understand consumer characteristics, needs, perceptions, attitudes, and behaviors, thereby improving market competitiveness and customer satisfaction.

2.Consumer Characteristics and Demand of LNG Filling Stations

The consumers of LNG filling stations are mainly the owners and drivers of natural gas vehicles, and their choice and use of LNG filling stations are affected by many aspects. In order to better understand the consumers of LNG filling station, this paper analyzes the three aspects of population characteristics, behavior characteristics and psychological characteristics, and analyzes the demand level and potential of consumers in combination with the product attributes of LNG filling station.

(1) Demographic characteristics. Demographic characteristics refer to the basic information of consumers, such as gender, age, income, education, occupation, region, etc. These characteristics can reflect consumers' social status, economic ability, lifestyle, etc., and have a certain impact on consumers' purchasing behavior. The consumer demographic characteristics of LNG filling stations are as follows:

-Gender: the proportion of men is relatively high, about 80 per cent;

-Age: 30- 50 years old, accounting for about 60%;

-Income: mainly low-and middle-income, accounting for about 70%;

- 教育：以初中及以下为主，约占50%；

-Occupation: mainly in transportation, logistics, taxi and other industries, accounting for about 80%;

-Region: East China, North China, Northwest China and other regions, accounting for about 70%.

(2) Behavioral characteristics. Behavioral characteristics refer to consumers' purchase behavior and usage behavior, such as purchase frequency, purchase volume, purchase time, purchase location, purchase purpose, usage pattern, usage scenario, usage satisfaction, etc. These characteristics can reflect consumers' purchasing habits, usage preferences, loyalty, etc., and have a greater impact on consumers' purchasing decisions. The consumer behavior characteristics of LNG filling stations are as follows:

-Purchase frequency: 1- 2 times a week, accounting for about 60%;

-Purchase volume: 100- 200 cubic meters, accounting for about 50%;

-Purchase time: 8- 10 a.m. and 6- 8 p.m., accounting for about 70%;

- 购买地点：以距离住所或工作地点较近的加气站为主，约占80%；

-Purpose of purchase: mainly daily travel, accounting for about 90%;

-Usage: mainly self-driving, accounting for about 80%;

-Use scenario: mainly urban roads, accounting for about 60%;

-Use satisfaction: generally, accounting for about 50%.

(3) Psychological characteristics. Psychological characteristics refer to the psychological state and psychological process of consumers, such as cognition, attitude, motivation, values, personality, lifestyle, etc. These characteristics can reflect consumers' psychological needs, psychological preferences, psychological influences, etc., and have a profound impact on consumers' purchasing behavior. The psychological characteristics of consumers in LNG filling stations are as follows:

-Cognition: the knowledge and information of LNG filling station are low, the brand and service awareness of LNG filling station is low, and the safety and environmental protection awareness of LNG filling station is high;

-Attitude: general attitude towards LNG filling stations, more sensitive to the price and quality of LNG filling stations, more attention to the services and facilities of LNG filling stations, and more recognition of the safety and environmental protection of LNG filling stations;

-Motivation: The main motivation for choosing LNG filling stations is to save costs and protect the environment, followed by convenience, speed, safety and reliability;

-Values: Pay attention to practicality and economy, pay attention to efficiency and effect, pursue safety and environmental protection, and don't care about image and taste;

-Personality: more conservative and stable, less adventurous and innovative, more rational and objective, less affected by emotions and emotions;

-Lifestyle: relatively simple and plain, less pursuit of luxury and enjoyment, more frugality and economy, less waste and profligacy.

According to the product attributes of LNG filling stations, consumer demand can be divided into five levels, namely, basic demand, functional demand, additional demand, emotional demand and self-realization demand. Specific as follows:

-Basic needs: refers to the most basic needs of consumers for LNG filling stations, such as being able to fill gas normally, ensuring safety, and complying with regulations. These demands are the premise and bottom line for consumers to choose LNG filling stations. If they cannot be met, consumers will not choose LNG filling stations.

-Functional requirements: refers to the functional requirements of consumers for LNG filling stations, such as being able to provide reasonable prices, being able to provide high-quality quality, being able to provide fast speed, etc. These demands are the main basis for consumers to choose LNG filling stations. If they can be met, consumers will choose LNG filling stations.

-Additional demand: refers to the additional demand of consumers for LNG filling stations, such as providing convenient location, comfortable environment, considerate service, etc. These demands are auxiliary factors for consumers to choose LNG filling stations. If they can be met, consumers will be more inclined to choose LNG filling stations.

-Emotional needs: refers to the emotional needs of consumers for LNG filling stations, such as being able to provide a pleasant experience, being able to provide a sense of trust, being able to provide a sense of belonging, etc. These needs are the deep motivation for consumers to choose LNG filling stations. If they can be met, consumers will be more loyal to LNG filling stations.

-Self-realization demand: refers to the consumer's self-realization demand for LNG filling stations, such as being able to provide personalized choices, being able to provide innovative experiences, and being able to provide a sense of achievement. These demands are the highest level of demand for consumers to choose LNG filling stations. If they can be met, consumers will be more satisfied with LNG filling stations.

According to Maslow's hierarchy of needs theory, the level of consumer needs is from low to high, only when the low-level needs are met, will produce a higher level of demand. Therefore, if the LNG filling station market industry wants to meet the needs of consumers, it must start from the basic needs and gradually increase to self-realization needs, thereby improving consumer satisfaction and loyalty. At the same time, the LNG filling station market industry should also carry out market segmentation according to the demand level of consumers, and provide different products and services for different target markets, so as to improve market competitiveness and market share.

3.Purpose and Method of Consumer Research in LNG Filling Station

Consumer research refers to the process of collecting, analyzing and interpreting consumer information to understand consumer characteristics, needs, cognition, attitudes, behaviors, etc., so as to provide a basis for market decision-making. Consumer research is an important tool for the LNG filling station market industry, which can help the LNG filling station market industry to achieve the following objectives:

(1) Understand the market demand and market potential. Consumer research can help the LNG filling station market industry to understand the level of consumer demand, demand structure, demand changes, etc., so as to judge the size of the market, growth, trends, etc., to assess the market demand and potential, for market development and market expansion to provide the basis and direction.

(2) Understand consumer satisfaction and loyalty. Consumer research can help the LNG filling station market industry to understand the consumer's experience, experience and evaluation of LNG filling stations, so as to judge the satisfaction and loyalty of consumers, evaluate the satisfaction and loyalty of consumers, and provide reference and support for market maintenance and market expansion.

(3) Understand consumer preferences and expectations. Consumer research can help the LNG filling station market industry to understand consumers' preferences and expectations for LNG filling stations, such as preferred price, quality, speed, location, environment, service, etc., expected improvement, innovation, experience, etc., so as to judge consumers' preferences and expectations, and provide basis and direction for market innovation and market optimization.

(4) Understand consumer perceptions and attitudes. Consumer research can help the LNG filling station market industry to understand consumers' cognition and attitude towards LNG filling stations, such as cognitive knowledge, information, brand, service, etc., attitude sensitivity, attention, recognition, trust, etc., so as to judge consumers' cognition and attitude, and provide reference and support for market publicity and market influence.

消费者调研的方法主要有两种，分别是定量调研和定性调研。定量调研是指通过收集和分析消费者的数量化的数据，如问卷调查、电话访问、网络调查等，以获取消费者的客观和统计的信息，如消费者的人口特征、行为特征、满意度等。定量调研的优点是数据量大、数据可靠、数据易分析，缺点是数据表面、数据单一、数据难深入。定性调研是指通过收集和分析消费者的非数量化的数据，如访谈、观察、实验、案例等，以获取消费者的主观和细致的信息，如消费者的心理特征、需求层次、偏好期望等。定性调研的优点是数据深入、数据丰富、数据易理解，缺点是数据量小、数据不稳、数据难量化。

When conducting consumer research in the LNG filling station market industry, it should choose the appropriate method according to different purposes and situations, or use two methods comprehensively to improve the effect and efficiency of consumer research. Generally speaking, quantitative research is suitable for understanding the basic situation and general needs of consumers, and qualitative research is suitable for understanding the deep motivations and special needs of consumers. For example, if you want to understand the market demand and market potential of LNG filling stations, you can use quantitative research methods, through questionnaires and other methods to collect basic information and usage of consumers, so as to estimate the scale and growth of the market; If you want to understand the consumer preferences and expectations of LNG filling stations, you can use qualitative research methods, through interviews and other methods to collect consumer feelings and suggestions, thus determining consumer preferences and expectations.

4.LNG加气站消费者调研的建议和结论

根据上述分析，本文给出以下几点LNG加气站消费者调研的建议和Conclusion：

（1）LNG加气站市场行业应该定期进行消费者调研，以及时了解消费者的变化和需求，从而调整市场策略和提升市场竞争力。

（2）LNG加气站市场行业应该根据不同的目的和情况，选择合适的消费者调研方法，或者综合运用定量调研和定性调研的方法，以提高消费者调研的效果和效率。

（3）LNG加气站市场行业应该重视消费者的基本需求和功能需求，保证LNG加气站的正常运行和优质服务，满足消费者的基本要求和期待。

（4）LNG加气站市场行业应该关注消费者的附加需求和情感需求，提升LNG加气站的便捷性和舒适性，增加消费者的使用体验和使用感受。

（5）LNG加气站市场行业应该挖掘消费者的自我实现需求，创新LNG加气站的产品和服务，满足消费者的个性化和差异化的需求。