智慧電網廠商全球行銷策略之研究

A Study of Global Marketing Strategy in Smart Grid Industry

唐素玲(Tang Su- Ling)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2012年)

摘要

智慧電網產業是最近這幾年來全球最熱門的新興產業之一，美國總統歐巴馬計畫斥資百億美元，希望透過智慧電網之大規模基礎建設振興國家經濟，中國也在「十二五計劃」中投入人民幣上千億元，希望架構超級電網，帶動國家經濟發展。在各國政府積極投入下，未來全球智慧電網產業所衍生的商機非常龐大，面對這樣全球性商機，台灣智慧電網廠商要採取什麼樣的全球行銷策略、何種模式進入全球市場、如何訂定STP策略，以找到企業在全球的競爭性定位，再針對個別目標市場如何找到最佳的行銷組合策略-品牌、產品、價格、通路、促銷等，這些問題對智慧電網產業廠商而言是非常重要的課題。
本研究以質化研究中的深度訪談法，透過焦點訪談台灣智慧電網產業中具有代表性業者及專家，收集產業相關資訊及文獻資料，並使用歸納法將資料加以分析及整理，期望本研究能為台灣智慧電網廠商找到一套全球行銷策略的通則及方法，對台灣的智慧電網產業蓬勃發展有所幫助，讓台灣廠商能在全世界綠色供應鏈中脫穎而出，同時帶動國家經濟發展，也為地球環保努力。
研究結果顯示智慧電網廠商最佳的進入模式(entry mode)為策略聯盟，先找到適合的策略聯盟合作夥伴，針對美國、中國大陸及政府政策性推動智慧電網產業的國家作為目標市場，以無品牌、自有品牌或雙品牌策略，來推廣少量多樣的客製化產品，以滿足利基市場客戶的需求。價格策略上因專業技術門檻較高，多數採取市場吸脂訂價策略，賺取高利潤，以彌補高研發成本。在通路策略上，多數採取透過經銷商或代理商以回應當地的服務及需求。在促銷策略上，參加聯盟組織、專業性的展覽活動、政府試點專案及公關活動來促銷產品，以冀望在競爭的市場上能展現優勢，創造價值。

關鍵字

智慧電網 ； 全球進入策略 ； 全球行銷組合策略 ； STP策略

並列摘要

The smart grid is one of the most popular and latest industries in the world. The president of United State, Obama plans to spend tens billions of dollars to revitalize the national economy through the large-scale smart grid infrastructure. China has set up “the 12th Five Year Plan” and plan to invest hundreds billions of Yuan to build a super grid in order to drive the country's economic development. Due to the aggressive participation of governments, future business opportunities of the smart grid are very large. In face of this global business opportunities, smart grid companies need to know what kind of global marketing strategies they need to carry on; which entry modes they need to consider in order to enter the global market; how to set up the STP strategy for their business to find out the competitive positioning and marketing mix - brand, product, price, place, promotion for the target customers. All of these questions are become very important for the smart grid companies.

In this study, we used qualitative research through focus interviews with representative business people and industry experts in Taiwan smart grid industry. We collected and analyzed the related industry information and documentations. We hope this study can find out the genetic principles and methods of global marketing strategy in order to flourish the smart grid industry and help Taiwan smart grid firms to stand out in the green supply chain of the world. We want to contribute not only for the country's economic development but also for global environmental protection efforts.
Our results show that the best entry mode of the Smart Grid firm is strategic alliances strategy. Firstly, we need to find out a perfect strategic alliance partners. Choose the markets like United States and China where the local governments put a lot of resources to promote their smart grid industry. Carry on non-branding, branding or co-branding strategies to promote customized products and solutions to fulfill the needs of niche market customers. Due to higher know-how and technical threshold, the smart grid firms will take market-skimming pricing strategy to earn the profits in order to compensate for the high R&D costs. Considering of local responsiveness, the companies will partnership with local agents or distributors for their channel strategy. Promotional strategies such as participating in the organization alliances, taking part in exhibition or tradeshow, and joining in the government pilot projects are some of promotion methods of the smart grid firms. Additionally, they use the public relations activities to promote smart grid products, hoping that they can use their advantage and create value in a competitive market.

並列關鍵字

Smart Grid ； STP Strategies ； Global Entry Strategies ； 4P Strategies

參考文獻

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