绿色电力营销 可再生能源发展的市场动力

Green Power Marketing is the Drive to Develop Renewable Energy

本文从分析中国可再生能源发展的障碍入手,指出现有电力销售机制及电价形成机制是可再生电力发展的瓶颈,也使得目前中国旨在促进可再生能源扩大规模、降低成本的政策无法得到有效的实施。根据迈克尔·波特的竞争战略理论,采用绿色电力营销的标歧立异战略,能帮助可再生能源发电产业在一定细分市场内建立相对于传统电力的竞争优势,同时也可克服现有电力销售机制的局限。一方面可再生电力与普通电力的差价由自愿购买的用户承担,避免每上一个可再生能源项目就需要提高全网电价的做法,是对现有体制的创新,同时也大大降低交易成本;另一方面差价取决于用户的支付意愿,差价越低,用户的支付意愿越高,市场越大;差价越高,支付意愿越低,市场越小,有利于形成竞争局面,促使可再生能源发电厂商降低发电成本。本文建议应当鼓励北京、上海等大城市的电力公司率先启动绿色电力营销计划,并为绿色电力营销创造良好的市场环境。

Based on the analysis of barriers to renewable energy development in China, the author concluded that current power sector structure and tariff regul ation of retail market was the bottle-neck of renewable energy development. The y also contribute to the inefficacy of policy implementation that aims to scale-up renewable energy market and reduce the cost. Green power market, which grow s very fast in Europe and United States recently, could be a possible approach t o deal with the problems. The author suggest that government encourage utility o r power company in metropolis, such as Beijing and Shanghai, to initiate green p ower market and create a preferable market environment for green power.