綠色能源的B2C行銷 是由出版商Datamonitor在2009年10月所出版的。
這份英文市場調查報告書包含50 pages 價格從美金5695起跳。
本報告書內容包括：全球綠色能源市場調查分析、全球主要地區可再生能源的發電量變化、消費者對環境及綠色能源的認識、綠色能源費用的主要B2C行銷國家、主要企業的行動方案、最佳實務典範分析等。內容綱要摘記如下：
DATAMONITOR的觀點
分析
- 全球能源市場的環保相關課題：朝中心階段發展
- 全球綠色能源費用市場：至今受3種影響因素帶動
- 全球對環保的關注程度升高・創造B2C綠色費用的新商機
- 出現綠色零售費用：反應在全球電力・瓦斯市場自由化上
- 京都議定書：促進大規模可再生能源利用相關的政治活動
- 全球可再生能源指令：適用於許多法律架構、等
- 因公用事業企業主導改變消費者習慣的預測
- 歐洲半數以上的地區掌握氣候變化的相關資訊
- 歐洲認為氣候變化是嚴重的問題
- 歐洲大部分的人口接受對綠色能源付費
- 減少家庭電力消費量的綠色費用：提示龐大的發展潛力、等
- 綠色費用的國別行銷分析：從美國學到的經驗
- 美國：部分放寬法律限制的電力市場與3種類型的綠色能源零售共存
- 美國的公用事業企業：儘管不景氣，政府仍大規模地增加綠色能源銷售金額
- 美國：公用事業創造的綠色能源銷售金額：持續擴大在零售電力銷售總額中的市佔率
- 有更多的美國消費者選擇綠色電力
- 美國綠色費用制度的成功：持續性有助於發展更具創造性的行銷策略並促進優惠方案降價
- 美國：綠色能源市場雖可望成長，但各州的RPS條件將成為改變市場動態的威脅因素
- 英國：Renewables Obligation創造的綠色批發及綠色供應的分離
- 英國：供應商提供的5種'綠色'費用・綠色水準各有不同之處
- 2008年：'綠色'的電力費用制度原本就欠缺透明性・明確性
- 英國：仍未出現認定・監督供應商主張的公平綠色費用的機制
- 德國：積極宣傳綠色能源費用制度
- 荷蘭：綠色費用雖為主流，但新的EU法規可能破壞原本的高利用率、等
- 先驅的綠色零售計畫
- Palo Alto
- Ecotricity
- Green Energy UK
- Good Energies
- British Gas
- Bounce Energy
- 採用最佳實務典範：B2C可再生能源市場構造上的制約性補償
- 地區・國家・全球政策：主要由供應方帶動綠色能源市場成長
- 綠色能源：利害關係人遵循經濟需求及廣泛的法規限制
- 綠色能源供應企業：顧客・產業更加嚴密地調查，要求負起說明責任、等
附錄
圖表
Abstract
Introduction
National and EU governments are now showing the level of commitment to the
green energy sector that would encourage the development and marketing of
green retail energy tariffs. There is scope for suppliers to boost their green
energy sales by filling a growing gap in the marketplace as green regulations
increasingly take hold.
Scope of this research
- Ten years of renewable power generation data for the USA, Europe, East /
Southeast Asia, Oceania and South Asia.
- A detailed review of European consumer perceptions about climate change
and the way in which these could be leveraged by utilities.
- A review of some of the significant efforts in green tariff marketing: in
the United States, the United Kingdom, the Netherlands and Australia.
- A review of some of the world' s most pioneering green programs and how
best practices can help offset current market structure limitations.
Research and analysis highlights
Legislation and green awareness have spurred the generation of renewable
power, led by EU Member States. Governments play a crucial role in making
green energy economically viable, by stimulating the supply side, yet the
green B2C market remains very much a marginal part of the power industry and
has achieved a fraction of its true potential.
Green tariffs will remain peripheral where suppliers only market them at a
premium. Residential customers need reassurances that they are actually buying
real green power. Excessively pushing the environmental angle may breed
customer cynicism and be counterproductive. Pioneers of green programs have
learned to stay clear of these pitfalls.
Green energy is subject to the economic needs of stakeholders and their wider
regulatory constraints, yet the growing issue of climate change now provides
suppliers with opportunities in selling green energy. For now, utilities can
overcome market structure limitations by deploying best practices that centre
on price, product and promotion.
Key reasons to purchase this research
- Determine how utilities can lobby governments and amend their own internal
product management operations to sustainably boost green B2C sales.
- Determine what consumers are willing to do to fight climate change, what
products and services they are likely to take up and at what additional cost.
- Understand how and why certain providers and countries are fairing much
better than others in their efforts to market green energy.
Table of Contents
DATAMONITOR VIEW
- CATALYST
- SUMMARY
- METHODOLGY
- SOURCES
ANALYSIS
- Environmental issues are taking centre stage across world energy markets
- To date, the global market for green energy tariffs has been driven by
three main factors
- Interest in protecting the world' s environment has increased
dramatically, presenting new opportunities for B2C green tariffs
- The emergence of green retail tariffs is a response to the
liberalization of electricity and gas markets worldwide
- The Kyoto Protocol instigated a political movement that drove the uptake
of large-scale renewable power worldwide
- Renewable energy directives worldwide have sparked the adaptation of
numerous legal frameworks (1/2)
- Renewable energy directives worldwide have since sparked the adaptation
of numerous legal frameworks (2/2)
- Legislation and green awareness have spurred the strong uptake of
renewable power on the supply side, led by EU Member States
- Globally, key renewable energy indicators have shown dramatic gains over
the past three years - a trend which is likely to continue
- Consumers will change their habits provided utilities offer them the means
and incentives to do so
- More than half of Europeans feel informed about climate change
- Europeans deem climate change to be a very serious issue and one of the
most serious problems facing the world
- Climate change is perceived as a serious problem, but one which European
citizens are willing to address
- A significant proportion of Europeans citizens are willing to pay more
for green energy
- Green tariffs linked to the reduction of energy consumption in the home
demonstrate great comparative potential
- Genuine concern about climate change does not always result in remedial
actions with tangible green benefits
- Where electricity prices are much higher than the EU average, citizens
are less willing to pay for green energy
- Europeans citizens believe that the different stakeholders aren' t doing
enough to fight climate change
- Green tariffs could help meet the expectations that citizens have of
corporations and industry
- A review of countries involved in green tariff marketing suggests lessons
are to be learned in the US
- In the US' partly deregulated electricity market, three types of green
power retail offerings coexist
- Despite the economic downturn, US utilities significantly expanded green
power sales at a national level
- Utility green energy sales in the US continue to make up an increasing
part of total retail electricity sales
- More US consumers are making clean power choices than ever before
- The success of US green tariffs is attributed to persistent and creative
marketing strategies and a falling premium
- US green power markets will continue growing but state RPS requirements
threaten to alter market dynamics
- In the UK, the disjuncture between green wholesale and green supply is
caused by the Renewables Obligation
- In the UK, the disjuncture between green wholesale and green supply is
caused by the Renewables Obligation
- Of the five types of ' green' tariffs offered by suppliers in the UK in
2008, some were much ' greener' than others
- Of the five types of ' green' tariffs offered by suppliers in the UK in
2008, some were much ' greener' than others
- In 2008, most ' green' energy tariffs suffered from a lack of
transparency and clarity.
- In September 2009, there are less green source and green fund tariffs
than at the same time in 2008
- In the UK, there is still no impartial green tariffs accreditation or
audit scheme to substantiate supplier' s claims
- In Germany, green energy tariffs are actively being promoted as an
alternative and way of curbing unpopular nuclear and coal power
- Green tariffs are mainstream in the Netherlands but incoming EU
legislation could unsettle high rates of take-up
- The success of Australia' s green tariff program hinges on liberalized
energy markets and a strong accreditation program
- Pioneering green retail programs highlight the elements central to any
successful green tariff strategy
- Palo Alto has created one of the most effective and successfully
marketed green power programs in the US (1/2)
- Palo Alto has created one of the most effective and successfully
marketed green power programs in the US (2/2)
- Ecotricity has positioned itself as a semi-green, sustainable,
non-premium, small and credible energy company
- Green Energy UK differentiated itself by only supplying ' deep green' or
' pale green' electricity
- Good energy' s has positioned itself as the UK' s greenest and only 100%
true ' deep' green energy supplier
- British Gas offers two 100% green tariffs: Future Energy and Zero
Carbon, both at a price premium
- Bounce Energy offer fixed rate for their 100% renewable energy and a
modern and rewarding marketing program
- The deployment of best practices can offset many of the B2C renewable
energy market structure limitations
- Regional, national, and international policies drive the market for
green energy, mainly from the supply-side
- Green energy is subject to the economic needs of stakeholders and their
wider regulatory constraints
- Green energy providers are increasingly scrutinized and held to account
by their customers and industry
- Utilities must create new ' low hanging fruit' by driving the adoption of
renewable energy, by partnership
- Beyond government legislation, best practices in green tariff marketing
centre on price, product and promotion
- The successful sale of utility green energy tariffs must focus on five
key elements of strategy
- The burden is on utilities to lobby governments and amend their own
internal product management operations
APPENDIX
- Footnotes
- Graphs of US green pricing program renewable energy sales and US price
premium charged for new renewable power - footnotes:
- Graph of US green pricing program renewable energy sales
- Graph of US green power sales as a percentage of total retail sales
- Graph of US customer participation rate
- Graph of US price premium charged for new renewable power
- Ask the analyst
- Datamonitor consulting
- Disclaimer
FIGURES
- Figure: The most interesting outcome of the Kyoto Protocol is the green
impetus that it has generated
- Figure: By the end of 2007, no less than 60 countries (37 developed and
transition countries and 23 developing countries) have some form of policy to
promote renewable power generation
- Figure: By the end of 2007, no less than 60 countries (37 developed and
transition countries and 23 developing countries) have some form of policy to
promote renewable power generation
- Figure: Over the past decade, only in the EU has the average growth in
renewable electricity output outpaced that of conventional electricity
- Figure: Globally, key renewable energy indicators have shown dramatic
gains over the past three years - a trend which is likely to continue
- Figure: More than half of Europeans feel informed about climate change but
more than four in ten respondents do not
- Figure: Nearly all countries polled considered poverty and the lack of
food and drinking water, and global warming/climate change to be the most
serious problems facing the world
- Figure: Citizens from the top right cluster of countries are most likely
to personally take action to fight climate change
- Figure: On average, in Europe, 48% of citizens are willing to pay up to
13% more for energy produced from greener sources
- Figure: In all countries covered, the reduction of energy consumption
appears to be the most widespread action taken by citizens in order to combat
climate change.
- Figure: Only in Cyprus, Denmark, Finland, Germany and Sweden do citizens
truly ' talk the green talk' and ' walk the green walk'
- Figure: Hungarians, Italians and Slovaks show lower willingness to pay for
green energy, while the opposite is true of Estonians, Finnish, French, Greeks
and Latvians.
- Figure: Corporations and industry are not doing enough to fight climate
change
- Figure: Majorities in all countries think that corporations and industry,
more than any other stakeholder, are not doing enough to fight climate change
- Figure: Austin Energy boasted the highest total green power sales (as of
Dec 2008)
- Figure: Legislation often requires suppliers to offer green tariffs, which
partly explains the higher loads of green power sales in 2008
- Figure: Across all three US markets and both customer segments, more US
consumers are making clean power choices than ever before (as of Dec 2008)
- Figure: The price premium charged for new, customer-driven renewable
power(a) in the US in 2008 varied widely from utility to utility
- Figure: In this illustration of the relationship between the wholesale and
supply markets, the supplier can either ' absorb' or ' pass on' the inputs from
the wholesale market to the supply market
- Figure: In the UK, certain ' green' tariffs are such that part - or even
all - of the supplied electricity may actually come from non-renewable sources
- Figure: Green energy programs are niche programs and they must be marketed
to customers correctly if they are to gain acceptance
- Figure: In the UK, certain ' green' tariffs are such that part - or even
all - of the supplied electricity may actually come from non-renewable sources
- Figure: Natural Power Ltd offering dominates
- Figure: Essent offers customers its ' green' option at the same price as
its ' grey' option
- Figure: Australia has among the highest penetration of residential
customers buying accredited green energy in the world, with one in nine
households taking a green product in 2009.
- Figure: Green Energy UK differentiated itself by only supplying two levels
of green power
- Figure: British Gas offers two one hundred percent green tariffs: Future
Energy and Zero Carbon, both at a price premium
- Figure: Bounce Energy offer fixed rate for their one hundred percent
renewable energy and a modern and rewarding marketing program
- Figure: Regional, national, and international policies drive the market
for green energy, mainly from the supply-side
- Figure: Green energy is subject to the economic needs of stakeholders and
their wider regulatory constraints
- Figure: Green energy providers are increasingly scrutinized and held to
account by their customers and industry
- Figure: Best practices in green tariff marketing centre on price, product
and promotion
- Figure: Selling green tariffs requires a different approach to the selling
of ' brown' energy, linking key elements of strategic marketing
|
