國際電業自由化及民營化下電力業者行銷策略之實證研究－以大用量客戶為對象

本研究旨在探討電業自由化及民營化後所有電力業者在面對同業的競爭，如何克服困境，發展出獨特的經營行銷策略，增加發電量、開拓更多客戶、擴展電力銷售量、創造營收永續經營。本研究第一階段採質性研究方法，藉由訪談12位國營之台電公司及民營電力公司高階主管，探討電業自由化及民營化對於電力業者之影響及業者對於大用量客戶可採行的一般性經營策略及行銷策略。第二階段依第一階段發現之相關變項設計問卷，以問卷獲取台電公司發電單位、業務單位之部門主管及民營電力公司業務部門主管共120位的廣泛意見。經過整理，本研究得到結論如下：一、電業自由化及民營化對於電力業者之影響：（一）因為電業自由化以後的競爭，會增加國、民營電業員工工作壓力。（二）電業自由化以後台電如仍承擔政策性任務，經營彈性會受限。（三）開放用戶選擇供電業者，大用量客戶會重新選擇供電電廠。二、電業自由化下，電力業者適當的一般性經營策略：（一）建構充裕及穩定的供電能力。（二）獲取長期穩定燃料來源，確保發電可靠。（三）提昇設備效率，增加發電量及售電量。（四）發展核心業務，提升核心技能。（五）建構燃料評估機制及長期合約方式降低燃料成本。（六）建立原物料需求預測及需求規劃，有效掌控庫存量，降低庫存成本。（七）發電設備一致性，節省建廠成本及維修成本。（八）審慎環境評估，慎選發電廠址。三、電業自由化下，電力業者對於大用量客戶適當的行銷策略：（一）採時段差價方式，依用電尖峰離峰時段不同訂定差別電價。（二）提供用戶穩定可靠的電力供應。（三）推行顧客關係管理，大用戶以專人服務，設立大用戶客服中心。（四）增加用電附加價值，如免費用電技術諮詢及負載管理等。（五）提供多元化服務，作業電腦化及網路服務等。（六）提供大用量客戶客製化服務。（七）依用戶需求不同，訂定不同電價。（八）提供客製化電力需求供應。（九）電力產品與服務一同販售。（十）適當配置基載及尖載電力組合。（十一）業者應進行總體環境分析，以因應國內、外環保發展情勢。

關鍵字

電業自由化；民營化；行銷策略

並列摘要

This study is aimed at discussing how to overcome difficulties, developing an unique marketing strategy, increasing the electricity generation, exploring more clients, expanding the electricity sales volume, creating business continuity of all power suppliers after the Liberalization and Privatization of power industry. The first section in this study takes the qualitative method by visiting senior executive officers of the state-run Taiwan Power Company and private power companies, discussing the influence of the Liberalization and Privatization on power suppliers, and their suitable general administration and marketing strategy to large capacity customers. The second section designs the questionnaire in accordance with the first section to acquire divergent opinions of executive officers of both Taipower relative departments and private electricity companies. All in all, conclusions are as follows: 1、Influences on companies of electric industries after the liberalization and privation of electric industry. (1) After liberalization, the competition between the state-run and private power company will increase their employees' stress. (2) After the liberalization if Taiwan Power Company takes the strategic responsibilities, the flexibility of their administration will be fixed. (3) If Users could choose the power supplier by themselves, the most users would make a new choice. 2、Appropriate general running strategies of power suppliers Under the liberalization. (1) Constructing abundant and steady power-supplying ability. (2) Acquiring long-term steady fuel supplies and ensuring the stability of electricity generation. (3) Raising the equipment efficiencies and increasing the generations and amounts of electricity. (4) Developing the core businesses as well as the core technicalities. (5) Establishing fuel assessment mechanism and long-term contract to decrease the fuel costs. (6) Establishing the raw material demand prediction and plans to control reserves on-hand and decrease the reserve costs. (7) The consistence of equipments to lower the building and maintenance cost down. (8) Scrupulous environment assessments as well as the choices of the power plant location. 3、Appropriate marketing strategies of power suppliers to the large capacity customers under the liberalization. (1) Adopting the way of different price at different time. (2) Offering customers stable and reliable power supplies. (3) Pushing customer relationship managements and establishing a customer service center to serve large capacity customers by personnel (4) Adding extra value of using power, like free electric power technical information and load managements. (5) Offering diversified services, like operation computerized and internet services. (6) Offering require services for larger capacity customers. (7) Making different prices according to different requires. (8) Offering computerized power supplies. (9) Selling power products and services at the same time. (10) Configuring suitable base load and peak load associations. (11) Proceeding environmental analysis to meet environmental protection development situation.