離岸風機製造業之亞太市場品牌策略研究 —以MHI VESTAS公司為例

Abstract

離岸風力發電是台灣政府近年執行能源轉型政策力推的發展項目之一，為爭取亞太市場先行者優勢，政府明確的能源政策與產業發展目標吸引大批歐洲上、下游供應商來台設點投資，帶動一波經濟成就。而此等新興能源產業，對亞太市場是完全的陌生，從風場專案融資到風險執行控管、前期資源規劃到後期運轉維護，風機系統供應商都位居承上啟下關鍵角色，如何協助顧客，取得風場開發相關許可，並同時滿足顧客、政策與在地廠商等多方目標，將是一大考驗。 本論文將從歐洲離岸風力發電機系統商進入台灣市場的環境背景作為研究，從其品牌權益金字塔探索該B2B產業如何從無到有讓顧客認識、知曉，到為客戶帶來價值與共鳴，並從其即將面臨的挑戰與困境，探討品牌因應不同市場需求的調整與價值延伸，藉此給予離岸風機製造商於亞太市場發展上之品牌策略建議。

Offshore wind power is one solution of the energy transition methods that has been promoted by the government of Taiwan in recent years. In order to strive for the first mover advantage in the Asia Pacific market, Taiwan government's clear energy policy and industrial development goals have attracted a large number of European upstream and downstream suppliers to set up investments in Taiwan, driving a wave of economic achievements. Due to the unfamiliarity with the Asia-Pacific markets, how the wind turbine system supplier can assist customers in obtaining development permits as well as satisfying multiple stakeholders simultaneously will be a major challenge. This research investigates the entry of an European offshore wind turbine system providers into the Taiwanese market, explore how such a B2B energy industry can bring value to customers from the brand equity viewpoints, and provide implications of brand strategies for the offshore wind turbine development in the Asia-Pacific market.