| 摘要 | ABSTRACT
1. Research Purpose
The sudden change in the energy sector domestically or globally is due to the strengthening of response to climate change caused by the increase in greenhouse gas emissions and the shift to a new energy system. The new climate system, which was adopted by the Paris Agreement at the end of last year, came into effect on November 4 this year, and preparations for the implementation of the new climate system have begun in earnest. On the other hand, the use of energy sources including fossil fuels, which is the main cause of greenhouse gas emissions, is changing in the process of coversion to a system corresponding to the response to climate change.
Changes in response to climate change and the corresponding energy system are largely driven by technological convergence through the development of energy technologies and the application of information and communication technology(ICT), etc, leading to market creation through the development of new business models. On the other hand, changes in the market structure of the electric power industry have enabled market operator to operate the market more efficiently by various businessmen��s developing various business models and pricing schemes that meet the consumer��s utility level under competitive environment. The development of technology and institutional environment to accommodate it are creating incentives for new business models, and businessmen are responding to consumer changes in a competitive manner.
In most countries experiencing the restructuring of the electric power industry, under the competitive market structure due to the liberalization of the retail market, various businessmen are strengthening their competitiveness by providing a combination of energy sources and various related services. On the contrary, the power retail market remains a monopoly structure and KEPCO is the only retailer. Thus, various businessmen are not able to develop new business models and provide related services. However, there is no incentive for KEPCO to develop various business models and provide energy bundled services, which makes it difficult to meet various consumer needs.
However, since Korea also planned to open the electricity retail market in the restructuring plan of public institutions announced on June 14 this year, it is expected that the energy bundled services will be provided by opening up the electricity retail market and various businessmen��s entering into the market. Therefore, it is necessary to analyze the propensity of consumer for new businessmen and energy bundled services, assuming the opening of the electricity retail market in advance. This is because it is necessary to give an answer to the question of how to design the retail market in advance by examining the problems that may arise when actually the electricity retail market is opened. Therefore, this study focuses on analyzing the consumers�� propensity for the energy bundled services in advance on the premise of the opening of the electricity retail market, and presenting the policy directions for the design and operation of the electricity retail market.
2. Summary
In order to consumers to offer a variety of energy source bundled services and pricing scheme, a competitive market structure based on the opening of the retail market is assumed. By the way, since the energy bundled services vary depending on the structure of the electricity retail market and the way of trading, it is necessary to understand this before analyzing consumer preferences. The competitive structure of the market depends on the way in which competition is introduced in the electric power retail market, which affects market power and market share of existing and new businessmen. And depending on the type of market transactions related to supply and demand, there are various ways of business and power purchase. The difference in market power and market share among such businessmen ultimately affect the provision of various energy services and their associated tariff decisions. On the demand side, new service-related business model associated with the demand response of the consumers is developed through the AMI installation, and consumers are changing to active consumers who are participating in changes in energy consumption pattern and production. the bundled services of energy sources are provided in various forms, such as combining energy sources or combining them with other goods and services, and in the form of value-added services, or combinations of other services.
Most of the major foreign countries are providing energy bundled services and various tariff menus by existing and new businessmen through the opening of the electricity retail market or liberalization of the market. As consumers are given right to choose the supplier, businessmen who are in the competition for survival are using the strategy of securing customers through rate discounts while providing energy service. It appears that a single energy company provides a combined service of various energy sources through mergers and acquisitions with other energy companies, or a single energy company combines different energy sources. In addition, companies in areas other than energy provide services in a variety of ways, such as discounts on electricity rates through partnerships with utilities.
Korea has announced its policy to open up the electricity retail market in the future and allow the entry of various suppliers, but the specific schedule and plans have yet to be decided. However, since the policy direction for the electricity retail market was determined, it is necessary to review the design and operation of the market in advance. Therefore, we analyzed the propensity of the consumers when the openness of the electricity retail market and the entry of the large number of suppliers into the market are assumed and various energy source and other bundled services are provided.
We identified consumer selection criteria for providing energy bundled services through survey for consumer and analysis of the results and examined the design and operation of the retail market based on the results. The analysis of consumer preference was made by determining the five attributes and the level of each attribute such as type of business, combined gas and heat service, combined internet and communication service, solar rental service, and electricity tariff. As a result, consumers�� preference for KEPCO is still high even if other suppliers enter the market due to the opening of the electricity retail market. Consumers are positive about the competitive market structure, but the image of KEPCO as an electric power sale company is too high, indicating that it is not easy to choose other suppliers. Consumers are also more sensitive to the discount rate of bundled services than energy bundled services themselves, so they prefer to be supplied individually if all conditions are the same. Thus, in order for consumers to opt for a more efficient and satisfying choice for energy bundled services, suppliers should provide significant discounts or additional services. In the end, under the competitive market structure through the opening of the electric power retail market, it was confirmed that it is the most important factor for various suppliers to have the price competitiveness in order to provide the energy bundled services and be chosen by consumers.
3. Policy Implication
The conditions for suppliers to be competitive in the electricity retail market should be fair in the competitive conditions of the retail market. Discounts on energy bundled services can be lowered to some extent due to economics of scope, or productivity or efficiency enhancement, but they are limited. Basically, any discriminatory factors in market conditions that can not be controlled by the suppliers should be eliminated. Therefore, the prerequisite for opening the electric power retail market should be dealt with in the light of creating a fair competition base for the market. If we choose to open up the retail market, maintaining the existing KEPCO, we need to focus on improving the unfair competition conditions by market power. This is because the image of a power supplier in the monopoly market has already been firm, making it difficult for new suppliers to secure customers.
In order to create a fair competition base along with the opening of the electric power retail market, it is necessary to newly establish rules for the trading conditions of the wholesale market and the use of transmission network. It is necessary to apply the same electricity purchase conditions in wholesale market of KEPCO to other suppliers and to require KEPCO, the network owner, to treat the third party fairly and equitably. If necessary, it can be considered to use asymmetric regulations that strengthen regulations on dominant supplier as a way to strengthen the competitiveness of new suppliers. In addition, the government needs to manage policies on existing energy sources in an integrated manner, while strengthening the market surveillance function for fair competition based on the creation of competitive conditions in the market. In the end, The policy improvement needs to be made so that laws and institutions are appropriate to competitive structure of the market.
BAS 2016-24.pdf |
