租賃產品結合能源服務業之創新經營模式探討 -以台灣某租賃公司為例

Abstract

過去一世紀以來，我們耗用了數百萬年來累積所儲存的能源，創造種種令人驚訝的奇蹟，人類現在所享受的美好生活是由廉價石油為基礎建構而成，但這廉價石化燃料的饗宴似乎要邁向尾聲，隨之而來的卻是因石化燃料的過度使用所造成的氣候變遷即將登場。屆時，全球經濟、商業、食物生產和交通等模式可能會被徹底摧毀。然而就在全球能源逐漸耗竭之時，人類開始思考如何利用「易取得」、「潔淨」、「代價合理」的替代能源方式，「延緩」石化燃料的消耗以及降低石化燃料對環境產生的衝擊。但從企業經營成本的角度，企業開始思考是否能以其他替代能源來降低生產成本以維持或提升企業競爭力。 在人類為獲取更佳之生活條件導致能源過度消耗的情況下，必然產生環境、氣候的變遷以及能源愈來愈稀少的情形出現，能源愈稀少，能源價格必然節節高升，在這樣的背景下，各國無不全力發展節能設備及各種替代能源的開發。近年，台灣也在這樣的趨勢下及政府的引導下，發展替代能源及節能相關產業，企業亦在能源價格節節高升情況下不得不尋求節能技術支援以降低生產成本(例如飯店業者裝設熱泵以替代重油之燃燒來產生熱水、冷氣空調；24小時營業產業將傳統燈具改為Led燈具)；部分廠商亦在政府政策鼓勵下發展替代能源產業(例如PV-ESCO太陽能發電後售電予台灣電力公司)以獲取報酬，新的商業型態-「能源技術服務業,ESCO」應孕而生。 然而，在新的產業發展過程中必然產生重重阻力以妨礙產業的發展，例如節能績效如何測量、節能廠商資本及融資能力不足等種種問題，尤其是融資問題最為嚴重，目前ESCO產業除銀行予以有限的融資外，租賃公司亦為其融資主要來源之一，然而租賃產業傳統的設備租賃與分期付款業務已漸趨成熟，其性質幾乎與一般銀行融資無異，對ESCO業者授信亦有上限限制，並且受限於租賃公司本身的資源有限，導致價格競爭力遠遠落後於銀行，在這樣的情況下，租賃產業無不時時思考如何提高收益來承擔風險，以及提升價格以外競爭力的方法。 本論文在探討租賃產業結合ESCO產業來發展創新的產品經營模式，透過文獻探討的方式，了解經營模式的組成要素，及創新經營模式需具有的構面條件，建構核心能力，建構企業競爭優勢。首先針對租賃產業的現況分析，透過五力分析與價值網分析，瞭解租賃產業的發展與競爭狀況，再對個案公司在ESCO產業各階段經營模式作說明，探討租賃公司如何在ESCO產業從資源、核心能力建立而取得競爭優勢，進而尋求傳統租賃產業的新的發展契機。 本研究亦以學者所提出的學說理論為研究基礎，並引用白地策略-四格商業模式架構來闡述租賃產品如何結合ESCO進入到關聯性市場，再以此為基礎，尋找屬於租賃業的白地市場，進行一個跨產業的冒險之旅。 本研究中亦發現各階段經營模式及觀念的改變使得利潤增加，創新並不侷限於租賃架構的創新，而在於「審核概念」及「利潤架構」的改變，利用增加的報酬可以承擔更多風險的想法來引導審核的概念，再加上個案提供之成交個案中各型態經營模式之IRR & NPV模擬數據分析佐證，呈現出新的經營模式具體的營運成果；而利潤增加可以提升C公司對風險的承受能力，進而促動經營模式的改變。所謂市場白地，並不一定是在原來的產業或模式中尋找，企業也可以透過建立新市場，掌握原有市場外部的白地，也就是鎖定目前未消費的潛在顧客；另一種市場白地的產生來自產業結構的改變，可能是市場需求、技術發展、政府政策引導或環境變化所致的產業的誕生等因素。企業唯一能做的就是不時的調整經營模式隨時準備迎接改變。

Over the past century, people consume energy, which accumulated for millions of years, to create all sorts of astonishing miracles. Nowadays, humans are enjoying wonderful lives, which are constructed by cheap oil-based; however, cheap petrochemical feast of fuel seems to be towards the end. It is followed by excessive use of fossil fuels that cause climate change coming soon. By then, modes of the global economic, business, food production and transportation may be completely destroyed. As the gradual depletion of the world's energy, humans began to think about how to use the 'easy to get', 'clean' and “reasonable cost” alternative forms of energy in order to postpone of fossil fuel consumption and to reduce the impact of fossil fuels on the environment. Nevertheless, from the perspective of cost of business operation, enterprises start thinking about alternative energy sources whether to be able to reduce production costs in order to maintain or enhance the competitiveness of enterprises. In the case of humans to obtain better living conditions lead to excessive energy consumption will inevitably produce effects of environment and climate. The energy will appear increasingly scarce. Energy prices will rise inevitably. In this circumstance, all countries devote to develop energy-saving equipment and a variety of alternative energy source. In recent years, Taiwan also develops alternative energy sources and Energy-saving relevant industries under the trend and guidance of the government. Enterprises also has to seek supports in the case of energy prices have been rising in order to reduce production costs, such as hoteliers install heat-pump to replace oil-boiler to produce hot water and air conditioning; 24-hour industries use Led lighting instead of the traditional lighting. Some manufacturers are also encouraged by the government policy to develop alternative energy industries to obtain compensation, such as the sale of solar PV-ESCO electricity to Taiwan Power Company. A new business model - 'Energy Services Company, ESCO” is resulted. Nevertheless, in the development process of new business is bound to have many obstacles, such as how to measure the performance of energy-saving, lacks of capital and financing capacity of energy-efficient manufacturers…etc. The problem of financing is particularly serious for ESCO business. Currently, except banks offering financing for ESCO industry, the leasing companies are also a major financing source for them. In conventional equipment leasing industry, leasing and hire-purchase business has been mature. Its nature is almost the same as the general bank financing; however, there is credit limitation for ESCO industry. Additionally, subject to the leasing company's own limited resources, leading to price competitiveness is far behind the bank. In such a case, leasing industry are constantly thinking about how to increase revenue to cover the risks, and also enhance the competitive methods other than price. In this paper, it investigates leasing industry combined with ESCO industry to develop innovative product business model. Through literature review, it is to understand the elements of business model and the dimensions of innovation business model in order to construct core competencies and competitive advantages. First of all, it analyses the status of leasing industry and understands the development and competition of leasing industry by five forces analysis and vale network analysis. In addition, it illustrates one company at various stages of business model of ESCO industry, and also explores leasing companies how to gain competitive advantages from the resources and core competencies in ESCO industry in order to establish competitive advantages and to seek new development opportunities for traditional leasing industry. This study is based on theories and also applies “Seizing the White Space”- the four key elements of a business model, to illustrate how leasing products combining with ESCO to get into related markets. Furthermore, on this basis, it looks for white space of leasing industry to conduct a cross-industry adventure. The research also found that various stages of the business model and changes of the concept increase profits. Innovation is not limited to the lease structure innovation, but rather to the changes of audit concept and profit structure. The idea of additional compensation covering more risks guides the audit concept. Furthermore, the cases of each transaction types provided the simulation data of IRR and NPV, showing specific operation result of the new business model. Increasing profits can enhance C Company's risk tolerance and thereby inspire the change of business model. White Space not necessarily can be found in the original industry or model. Enterprise can create new markets to control white space of the existing outside market, which is to target the potential customers. Another generation of white space is from the changes of industrial structures. It may be the market demand, technological development, government policy guidance or environmental changes cause the result. What enterprises can do is to adjust business model from time to time and to be ready to face changes.