太陽能發電系統之微型逆變器(Micro Inverter) 產業優勢及行銷策略

Abstract

本研究之主要目的在於研究太陽能潛力產品的Micro inverter（微型逆變器），它在太陽能產業鏈中的定位及位置。台灣廠商的技術優勢適合設計製造集多項優點於一身的Micro inverter （微型逆變器），是未來太陽能產品的主流明星產品。未來勢必會打敗目前傳統的PV String Inverter（串列逆變器），取代掉目前所有家用市場（20KW以下）及一般商用市場（100KW）。又因為它具有極佳的安全性低壓直流40伏特（DC40V），對於人畜不會造成傷害；更高的發電效率（遮蔭補償）；更精準的監控系統（可以監控每一片太陽能面板的發電狀況）；提供快速的安裝時間及成本（以一般家庭使用者10K為例，可以節省60%的安裝時間；以及節省10%的安裝成本）；更有長達25年的產品壽命且免保養及長達25年的保固，其壽命更是達到傳統PV String Inverter（串列逆變器）4倍的壽命。再加上具有更先進的雲端系統結合大數據（big data）功能，可以輕易了解每座太陽能發電廠的狀況，提供更精準的數據給EPC （Engineering，Procurement，and Construction）公司作為賣電拆帳的依據，達到獲利極大化風險極小化的理想，節省後續龐大的維修成本。至於為什麼使用Micro inverter有這麼多的好處，銷售卻沒有快速爆炸性的成長呢？又為什麼目前全球70%的銷售量在北美市場呢？其他國家又為何遲遲無法快速導入優質的Micro inverter（微型逆變器）呢？有沒有新的商業模式（Business model）可以克服新產品成長緩慢的問題呢？如何運用創新的模式去增加成長、進行研究及分析。最後，運用Micro inverter（微型逆變器）的分散式電網的優勢進行下個階段的社區微電網（Micro Grid）加電力儲能系統（Electronic Storage System）的高效可靠的社區不斷電智慧電網系統，進而帶動太陽能產業供應鏈的蓬勃發展。 先從未來能源需求，到太陽能漸漸成為主力能源開始探討，再研究太陽能上中下游的產業型態，進而找出適合公司切入的下游產業，運用SWOT分析找出適合公司的產品Micro inverter。再依據Micro inverter的優勢結合週邊產品成為Micro PV kit增加營收，使事業部增加營收。成為一個漸漸壯大的綠能公司。除了理論與實際交互驗證外，也運用現有公司的資源及技術資料進行產業分析；技術門檻找出差異化的競爭策略，結合台大學習的各種國際企業的管理手法，運用既有的專業知識創新的產品組合及運用差異化的行銷策略及商業模式達成全球Micro inverter的市占率20%前三強的終極目標。促進全球再生能源的市占率快速提升，達成全球充滿潔淨再生能源的非核家園。

NAME: Li-Hsiang ADVISOR: Ruey-Shan Guo, Ph.D., Chun-Chung Chen, Ph.D. TITLE: Micro Inverter solar power system of industrial advantages and marketing strategy The main purpose of this research is to study the potential of solar energy products Micro inverter. It positioning and position in the solar industry chain The Taiwan manufacturers of technology for the design and manufacture of a number of advantages in a Micro inverter, solar energy is the future mainstream star products product. It will replace all current out of the resendential market (20KW or less) and general commercial market (100KW), because it has an excellent safety low voltage DC40V. It will not cause harm to humans and animals; Due to the Micro inverter system can output higher power generation efficiency when the shading compensation. It can monitor power status of each piece of the solar panel. It can provide more accurate information for customar. Installation costs can provide fast installation time and lower. General home users 10K for example, can save 60% installation time and save 10% of the installation costs. More than 25 years of product life and maintenance-free and 25-year warranty, their life is very traditional PV String Inverter4 times of life. It will coupled with a more advanced system combines a large cloud data (big data) function, you can easily understand the status of each block solar power plant to provide more accurate data to EPC. More information can be used as its profit-based selling electricity to achieve profit maximization over risk minimization, saving the follow-up to the huge repair costs. As to why the use of Micro inverter has so many benefits, but there are no quick explosive sales growth it? Why the current 90% of global sales in the North American market? In other countries and why they could not quickly import high quality Micro inverter it? Do you new business model can overcome the problem of slow new product to grow up? How innovative models to increase growth, conducting research and analysis? Finally, the advantages of using Micro inverter (micro-inverters) distributed grid for the next phase of community micro-grid plus electricity storage system highly efficient and reliable UPS smart grid community, thereby bringing booming solar industry supply chain. Start with the future energy needs, and gradually to the main solar energy, solar energy and then research on the middle and lower reaches of the industry patterns, and then find the appropriate company cut into the downstream industries using SWOT analysis to identify for the company to find the product Micro inverter. It will base on the advantages of Micro inverter combination of peripheral products become Micro PV kit to increase revenue, so division increased revenue. Gradually become a green energy company to grow. Here in addition to theoretical and practical cross-validation, and use of existing resources and information Technology Company for industrial analysis; the use of high technology threshold to identify differences in the competitive strategy. Then combined with National Taiwan University study international business management practices, the use of existing expertise in innovative product portfolio and the use of differentiated marketing strategies and business models to reach a 20% market share of the top three global Micro inverter ultimate goal. Finally, the promotion of renewable energy worldwide market share quickly upgrade, reached the ultimate goal of global nuclear-free homeland filled with clean renewable energy.