台灣太陽能系統商之經營發展策略研究 － 以開陽科技集團為例

Abstract

「太陽能系統工程EPC服務」 (Solar System EPC Service) 在台灣太陽能產業裏，係指提供服務協助太陽能電站的建置。從委託者提供的場域，作最適的電站的規畫與設計，及模擬最佳發電量，製作電站專案報告並向台電公司提出申辦等行政程序、協助安排金融單位作資金融貸，依電站設計選購合適的相關材料如太陽能模組、逆變器、結構體及管控軟體程式…等，安排工程人員施作，協調管控工程進度，監管施工品質，完工發電試車、交付驗收，協助申請掛表併聯行政程序，並提供電站後續的維運保固服務。所以太陽能系統工程EPC業者可說是太陽能電站的執行者及太陽能產業產值的實踐者。 台灣太陽能市場規模有限，案場零星，系統工程EPC業者規模不大，甚至是一般的水電工程公司；而台灣太陽能電站建置的數量及規模也隨著政府的「再生能源計畫」迅速的增加及擴大。政府規劃太陽能電佔2025年要達累積20GW的累積建置量的目標，為台灣太陽能系統工程EPC市場帶來了龐大的商機，也為太陽能系統工程EPC商帶來了新的競爭者：太陽能產業上中由矽晶圓電池及模組廠商，因自行開發電站而跨足電站系統工程EPC服務行業，電站投資業主因大量電站投資及建置需求，進而整合電站系統EPC服務功能。讓台灣太陽能系統工程EPC服務產業進入一個新的競爭狀態。 為瞭解台灣太陽能系統EPC服務業之未來競爭策略，本研究引用個案研究，透過台灣EPC公司–開陽集團進行個案探討，開陽集團為台灣知名的太陽能EPC廠商，主要經營的業務範疇有太陽能系統EPC服務、電站投資、材料代理銷售、及電站代營運等。藉由文獻資料分析台灣太陽能系統EPC服務產業之現況、發展趨勢及競爭態勢，透過「五力分析模型」找出EPC產業的成功關鍵因素，並根據個案廠商的資源及核心能力做出比較分析，並依據個案廠商的企業產品組合提出競爭與成長策略之建議。 就個案公司產業發展競爭策略分析，將個案公司各不同的營業範疇歸納為四種發展競爭策略：太陽能EPC，發展競爭策略為「差異化策略」；電站投資部分，發展競爭策略為「成本集中策略」；材料代理銷售部分，發展競爭策略為「成本策略」；電站代營運業務，發展競爭策略為「差異化集中策略」，並就各競爭策略展開各項策略活動。 研究結果如以下三點結論： 1. 台灣太陽能市場，政府修訂「再生能源法」規劃在2025年達20GW建置量，市場的成長率將高達CAGR 30%，對台灣太陽能系統工程EPC業者而言，未來幾年是業務蓬勃發展的契機，應採積極拓展業務的策略。 2. 台灣太陽能系統工程EPC服務由於電站建置需情增加，市場快速增加，吸引新的競爭者進入也增加了市場競爭的強度。EPC業者需積極進行策略聯盟，強化競爭優勢；也須提升服務內涵，轉型服務模式，由單純EPC服務提升為「PV-ESCO」，甚至成為「YieldCo」服務平台。讓太陽能系統業者從提供EPC服務轉型為整體解決方案提供者( Total Solution Provider )提高價值。 3. 台灣太陽能市場未來電站之建置容量及投資金額，將出現大型化之發展趨勢，系統工程EPC業者需自籌資金隨之倍增，使系統工程產業進入大者恆大發展趨勢。EPC業者需與太陽能電廠投資者進行策略結盟，以提升承攬電站規模的能力，另應規劃上市櫃作業，在資本市場募集資金，改善資本結構，以提昇企業競爭力。

Solar System EPC Services (Solar System Engineering, Procurement and Contruction Service) in the Taiwan solar industry refers to the provision of services to assist in the construction of solar power plants. Based on the field provided by the entruster, EPC will make the most appropriate power station planning and design, and simulate the best power generation capacity, produce the power station project report and submit to Taiwan Electric Power Company, such administrative procedures, help arrange financial units for financial loans, according to the power station design to purchase suitable related materials such as solar modules, inverter structure and control software procedures... etc. , and also arrange for engineering personnel to work, coordinate and control the progress of the project, supervise the quality of construction, complete the power generation test, delivery acceptance, assist the application of the table and parallel administrative procedures, and provide the power station follow-up maintenance and maintenance services. Therefore, solar system engineering EPC operators can be said to be the implementation of solar power plants and solar energy industry output value practitioners. Taiwan's solar market is limited in size, the case is sporadic, the system engineering EPC operators are small, even the general hydropower engineering companies, and the number and scale of solar power plant construction in Taiwan with the government's 'renewable energy plan' rapidly increased and expanded. The government's goal of building solar power to accumulate 20GW by 2025 has brought huge business opportunities to the Solar EPC market in Taiwan, as well as new competitors for solar system EPC companies: Solar battery and module manufacturers in the solar industry, has involved EPC service for e-full power station system, power station invester due to a large amount of power station investment and construction needs, and then integrate EPC services. Let Taiwan's solar system EPC service industry into a new competitive state. To understand the future competitive strategy for Solar System EPC services in Taiwan, the study cited case study, and conduct case study through the Taiwan EPC company - Power Master group, leading solar EPC company in Taiwan, mainly engaged in the business areas Solar System EPC services, Power station investment, material agency, and Power Station Operation Maintenance, etc. Current solar market status, developing trends and competitive situation of the Solar System EPC service industry in Taiwan are analyzed through literatures and pratical data, and invetisgeted data from 'Five Force Analysis Model' to finds the 'Key Success Factors' for the EPC industry, made a comparative analysis based on the resources and 'Core Competence' of the case vendors, and proposes competition and growth strategies based on the case vendor's product portfolio. Based on the analysis of the case company's development competitive strategy, the different business areas of the case company are summarized into four development competitive strategies: Solar EPC, development competitive strategy is 'Differentiation strategy'; Power station investment part, development competitive strategy is 'Cost-Focus strategy', in the Materials agency, the development of competitive strategy is 'Overall Cost Leadership strategy'; Power Station Operation Maintenance business, the development of competitive strategy is 'Differentiation-Focus strategy', and launch various strategic activities on each competitive strategy. The results of the study are as follows: 1. Taiwan's solar energy market, the Government revised the Renewable Energy Act to 20GW by 2025, the market growth rate will be as high as CAGR 30%, for Taiwan's solar system engineering EPC operators, the next few years is an opportunity for business to flourish, should adopt a strategy to actively expand the business. 2. Taiwan Solar Systems EPC services due to the increase in demand for power plant construction, rapid increase in the market, attracting new competitors to enter also increased the intensity of the market competition. EPC operators need to actively engage in strategic alliances to strengthen their competitiveness, and to upgrade their service content and transform their service model from a simple EPC service to 'PV-ESCO' and even a 'YieldCo'service platform. Transform solar systems industry from providing EPC services to 'Total Solution Provider' to increase value. 3. The construction capacity and investment amount of future power stations in Taiwan's solar energy market will show the trend of large-scale development, and the system EPC operators will need to double their self-financing, so that the system EPC industry will enter the trend of evergrande. EPC operators need to make strategic alliances with investors in solar power plants to enhance their ability to scale their power plants, plan listing counter operations, raise funds in capital markets, and improve their capital structure to enhance the competitiveness of enterprises.