A Study on the Analysis of Energy Service Company and Its Marketing Technique of Energy Consumption in Taiwan

• Main Authors: Chih-peng Lu, 盧志朋
• Other Authors: Hsin-Der Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/79419222224219397705

碩士 === 靜宜大學 === 管理碩士在職專班 === 95 === ESCO, the Energy Service Company, is still a brand new industry in Taiwan. For retrofitting the efficiency of domestic energy conservation and the environment it services for, by promoting private enterprises, developing ESCO industry is the most valuable policy to work out with. This research aims to study the relation between marketing techniques of traditional energy firms and that of ESCO’s. Traditional energy firms mainly serve as the machinery dealers, engineering integrators and technical developers of energy technique industry. ESCO serves more than tradition energy firms do. It plays a multiple role as consultancy or guidance for obtaining approval, and so on. This research also study the discrepancy between marketing techniques of the traditional energy industry and that of ESCO’s, and discuss the relativity of product characteristics of ESCO and marketing characteristics of energy industry, aiming to prove that ESCO can gain the maximum profit in the market of energy consumption. The methodology uses here is to deduce the marketing characteristics and techniques best fit for carrying out ESCO in Taiwan by analyzing the interviews with experienced scholars and experts. Verified with the exemplified cases from the enterprises cooperated with ESCO, the most efficient marketing characteristics are thus proclaimed. The result of the study claims that the main discrepancy of marketing between traditional energy firms and ESCO is that the former merely provides singular energy conservation product and service which could not satisfy the demand of the market. However, ESCO provides total solution for the customers and can satisfy their basic needs. On the financial aspect, the fixed price emphasizes the price and its achievements and the amortized remuneration is directly tied to the energy savings achieved, and both maintain the key point to be a successful marketing, not only improving the operation of cash flow, but also promoting the competence of the enterprises. On the marketing channel, ESCO can provide all-around services and cooperate with official departments to form a web of channeling centered on the governmental units. Therefore, if the government does its best promoting ESCO to private companies in accordance with the demand of the market, raises it to a certain economic scale, and eventually provides large business opportunities, ESCO can more efficiently share its valuable services with the customers under such a stable framework.