人類長期排放二氧化碳，已經使得溫室效應對於整個生態環境造成非常不利的影響。傳統的火力發電方式，其排放大量的二氧化碳，使得此溫室效應更形惡化。另一方面，傳統長距離的電力輸配方式，不但需要使用大量的土地及資本，整個電力輸送過程更易因天候等因素而中斷，造成電力供應的可靠度下降，對國家經濟發展及民眾日常生活影響甚鉅。有鑑於此，近年來對於利用各種清潔能源所發展的小型發電機組來提供分散式電力的需求日益增加。而在這些清潔能源當中，燃料電池發電已成為一項新興且極具潛力的產業。
燃料電池是利用電化學的原理，直接將燃料中的化學能轉為電能並釋放出熱能的裝置，其具有高效率、低污染、降低溫室效應等特點，是而能在諸多能源替代技術選擇中脫穎而出，成為全球矚目的焦點。然而目前較高的成本，使其尚無法完全與其他傳統發電方式進行商業化競爭。依據先進國家的經驗，現階段必須依賴政府的政策支持及財務補貼才能有效吸引民眾及企業使用此清潔能源。此外政府應長期協助技術發展才能使其逐步降低成本，進而達成完全商業化的程度。
本研究之主要目的在探討台灣發展燃料電池發電之可行性，並包含供給面、需求面及政策面等方面之研究。此外，針對台灣的現況，本研究認為現階段台灣電力公司將最有可能肩負起發展燃料電池發電的工作，是而以台灣電力公司的角度來提出產品（Product）、價格（Price）、推廣（Promotion）及通路（Path）等4P的行銷策略。
最後，本研究並針對我國發展燃料電池，政府部門應著重的方向與作法提出若干建議。

The green house effect caused by the emission of carbon dioxide has adverse impact on the ecosystem of the earth. The traditional fossil power plants generate this green house effect by their tremendous amount of carbon dioxide during operation. On the other hand, for the traditional long distance power transmission that needs not only large amount land and capital investments but also is easy to be interrupted due to severe climate, which causes the minimize the reliability of the power supply. Moreover, it would affect national economic development and the quality of life. In this respect, the demand for the power produced from small clean power systems has significantly increased. In those clean power systems, fuel cells power industry becomes a burgeoning and promising industry.
A fuel cell is an electrochemical energy conversion device that converts hydrogen and oxygen into water, producing electricity and heat in the process. It stands out of many alternative power sources for its high efficiency, low pollution, and capability of reducing green house effect and becomes a focus of global energy market. However, its higher cost leads to less competitive than the traditional power sources. According to the experience of advanced countries, at this starting stage, it has to rely on the policy support and financial subsidy of the governments to attract the early adoption. In addition, the long-term support to the technological development can help the cost reduction and the achievement of full commercialization level.
The main purpose of this study is to discuss the feasibility of Taiwan’s developing fuel cells power system. According to Taiwan’s status, Taiwan Power Company (Taipower) plays an important role to develop the fuel cells power, so a 4P marketing strategy under the standpoint of Taipower including Product, Price, Promotion, and Path strategy has been presented.
Finally, recommendations of developing fuel cells to Taiwan government are also included in this study.

Contents

Page
謝詞 I
摘要 II
Abstract III
Contents IV
List of Figures VI
List of Tables VII
1. Introduction 1
1.1 Research motivation 1
1.2 Research purpose 5
1.3 Research scope and structure 6
1.4 Research method and procedure 8
1.5 Limitations of the Research 11
2. Introduction of fuel cells 12
2.1 What are fuel cells? 12
2.2 Types of fuel cells 14
2.2.1 Proton Exchange Membrane Fuel Cell Technology 15
2.2.2 Alkali Fuel Cell Technology 15
2.2.3 Solid Oxide Fuel Cells Technology 15
2.2.4 Phosphoric Acid Fuel Cells (PAFC) 16
2.2.5 Molten Carbonate Fuel Cells (MCFC) 16
2.3 The applications of fuel cell 18
2.4 The introduction of Natural Capitalism 20
2.5 A SWOT analysis under the viewpoints of Natural Capitalism 24
3 The current status and future trend of fuel cells industry 32
3.1 The introduction of fuel cells industry structure 32
3.2 The analysis of supply side in the fuel cells industry 35
3.3 The analysis of fuel cells demand side 36
3.3.1 Market Analysis 36
3.3.2 Area Analysis 38
3.4 The analysis of policy side 40
3.4.1 USA 40
3.4.2 Japan 41
3.4.3 Europe 42

Contents (Continuous)

Page
3.4.4 China 43
4 The current status of fuel cells industry in Taiwan 44
4.1 The technological development side 44
4.2 The policy side 48
4.3 Discussing the role of Taiwan Power Company 55
4.4 Taipower should look for more aggressive change 63
5 The 4P marketing strategies of fuel cells power in Taiwan 67
5.1 The Analysis Methods 67
5.2 Product Strategy 68
5.3 Pricing Strategy 79
5.4 Promotion Strategy 85
5.5 Path Strategy 93
6 Conclusions and Recommendations 99
6.1 Conclusions 99
6.2 Recommendations 100
7. Reference 103
Appendix A 109
作者簡歷 114




List of Figures

Page
Figure 1-1 The sketch of a distributed power system 3
Figure 1-2 The procedure of this research 10
Figure 2-1 The basic theory of a fuel cell 13
Figure 2-2 A sample of fuel cells stack 13
Figure 2-3 A sketch of a fuel cell power system 14
Figure 2-4 The environmental contribution of fuel cells 24
Figure 2-5 A efficiency comparisons between different power sources 26
Figure 3-1 The industry structure of the fuel cells power system 34
Figure 4-1 The idle condition of Taipower’s power units 61
Figure 4-2 The profit-making condition of Taipower 62
Figure 5-1 The month power demand of recent five years 72
Figure 5-2 The relationship between peak and average power demand 73
Figure 5-3 The cost reduction trend of an emerging industry 84
Figure 5-4 The Marketing Flows in the Marketing Channel for the fuel cells power system 98



List of Tables

Page
Table 2-1 The comparisons among different types of fuel cells 17
Table 2-2 The typical Fuel Cell applications 19
Table 2-3 A comparison among different fuel cells fuel gases 29
Table 2-4 Cost comparison between fuel cells power and green powers in Taiwan 31
Table 3-1 The main characters and basic comparison among leading vendors 35
Table 3-2 The prediction of global fuel cells stationary power market 37
Table 3-3 The market prediction of fuel cells products 39
Table 4-1 The main basic information of Taipower 55
Table 4-2 The price comparison of main energies 57
Table 5-1 The power usage records of AAA high school 72
Table 5-2 The power usage records of BBB department store 75
Table 5-3 The power usage records of Mr. C 76

7. Reference
1. Chinese