太陽能系統商企業生命週期中的挑戰與決策省思

Abstract

在人們享受文明現代化方便性的背後，其實是人類肆無忌憚的耗用石化能源，地球上的石油能源會有用盡的一天，所以各國無不想盡辦法開發替代能源又能兼顧環境保護的功能，而綠色能源其中之一的太陽能，就是各國發展能源的重點項目之一。在現行所有綠能產業就屬太陽能產業規模最受人矚目及重視，德國所創立的各項推廣太陽能產業的機制，是為各國發展太陽能產業政策的重要參考依據，尤其是躉購電價機制(Feed In Tariff)政策，成功的創造了民眾投資太陽能系統的誘因，使太陽能產業開始蓬勃發展，德國並一躍成為全球太陽能最大市場。但自2009年太陽能市場發生供給超越需求，產生產品價格下跌的趨勢，從原本獲利不錯的市場，而變成一個營收快速成長但獲利下滑的市場，因此產業中弱勢業者不是被購併就是倒閉，而有能力生存下來的太陽能廠商則將面臨毛利下滑的經營壓力。本論文以太陽能系統公司作為案例，剖析W公司，從草創期發展到成長穩定期，其中在每一階段所具有的特色及面臨的挑戰，透過許多經營決策上問題的提出，讓管理階層人員及學弟妹研究思考，並鼓勵可進而延伸以SWOT分析及決策點案例探討的方法來提出新的思維方向與策略探討，面對德國本土太陽能大廠以及外來中國或美國企業的雙面競爭夾擊下，W公司在有限生產硬體條件下如何創造能源諮詢、財務貸款、設備建置等全方位服務，建立了太陽能產業創新市場開發模式，找出在德國太陽能市場生存及業務拓展的因應策略，並最終獲得市場的成功。本論文以案例探討論述的方式，現身說法並期望能拋磚引玉帶動以自身太陽能產業創業經驗，提供在EMBA課程上有效的經驗案例，藉此學術及產業成功的結合，以提升學術界的競爭力。

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. Among current green energy industries, the scope of the photovoltaic solar industry received high attention and was regarded the most important. 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. 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. 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. Analysis of precision successful company, developed from the embryonic period to period of growth and stability, which has the characteristics of each phase and the challenges. Domestic universities expect students of EMBA program to pass down the real career experiences to junior students for reference. Besides, through solar energy industry entrepreneurial experience to provide the experience of cases in the EMBA program, would like to take this successful combination of academic and industry to enhance the competitiveness of the academia.