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论文编号：	4556
作者编号：	2220091785
上传时间：	2012/9/18 14:35:26
中文题目：	有成精密公司在德国太阳能光伏市场的竞争策略研究
英文题目：	Research of Competitive Strategy ofWin Win Precision Technology Co., Ltd. in German PV Market
指导老师：	许晖
中文关键字：	关键词：有成精密公司、趸购电价机制、竞争策略理论、价值创新理论
英文关键字：	Key Words: Win Win Precision Technology Co., Ltd., Feed in Tariff, Competition Strategy Theory, Value Innovation Theory
中文摘要：	在人们享受文明现代化方便性的背后，其实是人类肆无忌惮的耗用石化能源，地球上的石油能源会有用尽的一天，所以各国无不想尽办法开发替代能源又能兼顾环境保护的功能，而绿色能源其中之一的太阳能，就是各国发展能源的重点项目之一。另外在2011年日本发生的311核灾，又带给全球绿能政策的反省及绿能意识的再一次高涨。在现行所有绿能产业就属太阳能光伏产业规模最受人瞩目及重视，德国自2004年以来即扮演发展太阳能光伏市场火车头的角色，德国所创立的各项推广太阳能光伏的机制，是为各国发展太阳能光伏产业政策的重要参考依据，尤其是趸购电价机制(Feed In Tariff)政策，成功的创造了民众投资太阳能光伏系统的诱因，使太阳能光伏产业开始蓬勃发展，德国并一跃成为全球太阳能光伏最大市场,因此德国的成功模式引发世界各国群起仿效，且逐步让全球太阳能光伏市场不断扩大。自2009年太阳能光伏市场发生供给超越需求，产生产品价格下跌的趋势。这种转变改变太阳能光伏市场，从原本获利不错的市场，而变成一个营收快速成长但获利下滑的市场，因此企业在太阳能光伏市场获利的难度提高，产业中弱势业者不是被购并就是倒闭，而有能力生存下来的太阳能厂商则将面临毛利下滑的经营压力。德国太阳能光伏市场规模一直是全球最大，因此德国市场任何的需求变动必会影响其他各国对于趸购电价政策影响，甚至对全球太阳能光伏产业供应链从原料到光伏系统安装商甚至银行业者产生极大影响。本研究将从德国市场太阳能光伏产业现况，以“竞争策略理论”及“价值创新理论”做为理论基础，归纳太阳能光伏系统品牌在德国太阳能光伏市场应采取的营销策略进行探讨，并且在面对德国本土光伏大厂以及外来中国或美国光伏企业的双面竞争夹击下，有成精密公司在有限生产硬件条件下如何创造能源咨询、财务贷款、设备建置等一体化服务，建立了太阳能产业创新市场开发模式，找出在德国光伏市场生存及业务拓展的因应策略，并最终获得市场的成功。
英文摘要：	People enjoy the convenience of modern civilization by consuming fossil fuel that will be exhausted on day. Therefore, most of the countries are thriving to develop alternative energy that could also protect the environment. Solar power, also one type of green energy, is one of the most important projects that governments focus. The 311 nuclear disaster in Japan brought introspections on the global green energy policies and an upsurge in green energy consciousness. Among current green energy industries, the scope of the photovoltaic solar industry received high attention and was regarded the most important. Germany has been playing the market leading role for the photovoltaic (PV) industry since 2004. The various mechanisms founded by Germany in promotion of the photovoltaic solar energy, especially the Feed in Tariff (FIT) mechanism, had successfully created the incentives for investments in photovoltaic solar systems, enabling the flourish of the PV industry in Germany. Germany leaped forth to becoming the largest PV market in the world. The successful model of the Germany aroused a rush to copy its success for many countries and the global PV markets continued to enlarge. In year 2009, solar industry product supply exceeded the market demands, and started a trend of price cuts. This would transform the solar energy market from a previously high profit market; into fast revenue growing but profit diminishing market, as a result, PV business enterprises found enhancing difficulty of obtaining profit margins. Industry research reports indicated that the price drops in 2009 would trigger an industry consolidation, in other words, the weaker players in the market would either be merged or go out of business, whereas those that were able to survive would face the operation pressures of falling margins. As the PV market in Germany has been the largest in the world, any market demand changes in Germany may affect the FIT related policies of other countries, even post great influences on global PV markets and industry; from the industry supply chain of raw materials to PV module system installers, affecting financial institutions. This study would focus on current Germany PV market, adapting the “Competitive Strategy Theory” and the “Innovative Value Theory” as the theoretical basis to induce on the marketing strategies that PV system brands may adapt in the Germany PV market. The study would also discuss the strategy of Win Win Precision Technology, facing the competition of local German PV giants and foreign PV companies from China and the U.S., how the company could integrate energy system solution consultant, financial loan, equipment installation services, and create new solar industry business model, finding the strategies to increase the company sales, and to survive and gain final success in the Germany PV market.
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