Yenilenebilir Enerji Pazarlamasında Stratejik Yönetim: Temiz Enerji Pazarı İçin Bir SWOT Analizi


Özet Görüntüleme: 213 / PDF İndirme: 66

Yazarlar

DOI:

https://doi.org/10.5281/zenodo.10732927

Anahtar Kelimeler:

Yenilenebilir Enerji Pazarlaması, Stratejik Pazarlama, SWOT Analizi, Temiz Enerji Dönüşümü

Özet

Bu çalışma, yenilenebilir enerji pazarlamasının stratejik yönlerini analiz etmek amacıyla kapsamlı bir SWOT (Güçlü Yönler, Zayıf Yönler, Fırsatlar, Tehditler) analizine dayanmaktadır. Araştırma, yenilenebilir enerji sektörünün pazarlama dinamiklerini ve bu dinamiklerin şirket stratejileri üzerindeki etkilerini derinlemesine incelemektedir. Güçlü yönler olarak, artan çevresel farkındalık, teknolojik inovasyonlar, hükümet teşvikleri ve marka yönetimi gibi faktörler öne çıkmaktadır. Zayıf yönler ise yüksek başlangıç maliyetleri, teknolojik kısıtlamalar ve pazarın sınırlı bilinci olarak belirlenmiştir. Fırsatlar açısından, çevresel bilincin artması, devlet desteği ve teknolojik ilerlemeler gibi unsurlar, yenilenebilir enerji şirketlerine yeni pazarlara erişim ve genişleme imkânı sunmaktadır. Buna karşın sektörü tehdit eden başlıca unsurlar arasında geleneksel enerji kaynaklarından kaynaklanan rekabet, politik ve düzenleyici belirsizlikler ve hızlı teknolojik değişimler yer almaktadır. Bu SWOT analizi, yenilenebilir enerji pazarlamasının gelecekteki stratejilerini şekillendirmede ve sektörün sürdürülebilir büyümesine yönelik kararların alınmasında önemli bir temel sağlamaktadır. Yenilenebilir enerji alanında faaliyet gösteren şirketlerin, değişen pazar koşullarında nasıl bir yol haritası izlemeleri gerektiğine dair kritik bilgiler sunan çalışma, temiz enerji dönüşümü ve sürdürülebilir kalkınma hedeflerine hizmet edecek organizasyonel ve politik stratejik planlama süreçlerine katkıda bulunmaktadır.

Referanslar

Acosta-Banda, A., Aguilar-Esteva, V., Patiño Ortiz, M., & Patiño Ortiz, J. (2021). Construction and Validity of an Instrument to Evaluate Renewable Energies and Energy Sustainability Perceptions for Social Consciousness. Sustainability, 13(4), Article 4. https://doi.org/10.3390/su13042333

Adebayo, T. S., & Kirikkaleli, D. (2021). Impact of renewable energy consumption, globalization, and technological innovation on environmental degradation in Japan: Application of wavelet tools. Environment, Development and Sustainability, 23(11), 16057–16082.

https://doi.org/10.1007/s10668-021-01322-2

Alam, Md. S., Al-Ismail, F. S., Salem, A., & Abido, M. A. (2020). High-Level Penetration of Renewable Energy Sources Into Grid Utility: Challenges and Solutions. IEEE Access, 8, 190277–190299. https://doi.org/10.1109/ACCESS.2020.3031481

Aleixandre-Tudó, J. L., Castelló-Cogollos, L., Aleixandre, J. L., & Aleixandre-Benavent, R. (2019). Renewable energies: Worldwide trends in research, funding and international collaboration. Renewable Energy, 139, 268–278. https://doi.org/10.1016/j.renene.2019.02.079

Apolonia, M., Fofack-Garcia, R., Noble, D. R., Hodges, J., & Correia da Fonseca, F. X. (2021). Legal and Political Barriers and Enablers to the Deployment of Marine Renewable Energy. Energies, 14(16), Article 16. https://doi.org/10.3390/en14164896

Arias-Gaviria, J., Carvajal-Quintero, S. X., & Arango-Aramburo, S. (2019). Understanding dynamics and policy for renewable energy diffusion in Colombia. Renewable Energy, 139, 1111–1119. https://doi.org/10.1016/j.renene.2019.02.138

Badi, I., Stević, Ž., & Bouraima, M. B. (2023). Overcoming Obstacles to Renewable Energy Development in Libya: An MCDM Approach towards Effective Strategy Formulation. Decision Making Advances, 1(1), Article 1. https://doi.org/10.31181/v120234

Benzaghta, M., Elwalda, A., Mousa, M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55–73. https://doi.org/10.5038/2640-6489.6.1.1148

Demirel, P., & Kesidou, E. (2019). Sustainability-oriented capabilities for eco-innovation: Meeting the regulatory, technology, and market demands. Business Strategy and the Environment, 28(5), 847–857. https://doi.org/10.1002/bse.2286

Deshpande, S. (2019). Social Marketing’s Strengths, Weaknesses, Opportunities, and Threats (SWOT): A Commentary. Social Marketing Quarterly, 25(4), 231–242. https://doi.org/10.1177/1524500419881770

Destek, M. A., & Sinha, A. (2020). Renewable, non-renewable energy consumption, economic growth, trade openness and ecological footprint: Evidence from organisation for economic Co-operation and development countries. Journal of Cleaner Production, 242, 118537. https://doi.org/10.1016/j.jclepro.2019.118537

Durmus Senyapar, H. N., & Bayindir, R. (2023). The Role of Communication and Social Marketing in the Implementation of Renewable Energy Policies and Strategies. 2023 12th International Conference on Renewable Energy Research and Applications (ICRERA), 629–635. https://doi.org/10.1109/ICRERA59003.2023.10269426

Eitan, A., Herman, L., Fischhendler, I., & Rosen, G. (2019). Community–private sector partnerships in renewable energy. Renewable and Sustainable Energy Reviews, 105, 95–104. https://doi.org/10.1016/j.rser.2018.12.058

Fang, D., Zhao, C., & Yu, Q. (2018). Government regulation of renewable energy generation and transmission in China’s electricity market. Renewable and Sustainable Energy Reviews, 93, 775–793. https://doi.org/10.1016/j.rser.2018.05.039

Gökgöz, F., & Güvercin, M. T. (2018). Energy security and renewable energy efficiency in EU. Renewable and Sustainable Energy Reviews, 96, 226–239. https://doi.org/10.1016/j.rser.2018.07.046

Gómez-Navarro, T., & Ribó-Pérez, D. (2018). Assessing the obstacles to the participation of renewable energy sources in the electricity market of Colombia. Renewable and Sustainable Energy Reviews, 90, 131–141. https://doi.org/10.1016/j.rser.2018.03.015

Hong, Z., & Guo, X. (2019). Green product supply chain contracts considering environmental responsibilities. Omega, 83, 155–166. https://doi.org/10.1016/j.omega.2018.02.010

Igliński, B., Skrzatek, M., Kujawski, W., Cichosz, M., & Buczkowski, R. (2022). SWOT analysis of renewable energy sector in Mazowieckie Voivodeship (Poland): Current progress, prospects and policy implications. Environment, Development and Sustainability, 24(1), 77–111. https://doi.org/10.1007/s10668-021-01490-1

Kabir, E., Kumar, P., Kumar, S., Adelodun, A. A., & Kim, K.-H. (2018). Solar energy: Potential and future prospects. Renewable and Sustainable Energy Reviews, 82, 894–900. https://doi.org/10.1016/j.rser.2017.09.094

Kamran, M., Fazal, M. R., & Mudassar, M. (2020). Towards empowerment of the renewable energy sector in Pakistan for sustainable energy evolution: SWOT analysis. Renewable Energy, 146, 543–558. https://doi.org/10.1016/j.renene.2019.06.165

Karasmanaki, E., & Tsantopoulos, G. (2019). Exploring future scientists’ awareness about and attitudes towards renewable energy sources. Energy Policy, 131, 111–119. https://doi.org/10.1016/j.enpol.2019.04.032

Lian, J., Zhang, Y., Ma, C., Yang, Y., & Chaima, E. (2019). A review on recent sizing methodologies of hybrid renewable energy systems. Energy Conversion and Management, 199, 112027. https://doi.org/10.1016/j.enconman.2019.112027

Lin, B., & Zhu, J. (2019). The role of renewable energy technological innovation on climate change: Empirical evidence from China. Science of The Total Environment, 659, 1505–1512. https://doi.org/10.1016/j.scitotenv.2018.12.449

Ma, W., Jiang, G., Li, W., Zhou, T., & Zhang, R. (2019). Multifunctionality assessment of the land use system in rural residential areas: Confronting land use supply with rural sustainability demand. Journal of Environmental Management, 231, 73–85. https://doi.org/10.1016/j.jenvman.2018.09.053

Mukeshimana, M. C., Zhao, Z.-Y., & Nshimiyimana, J. P. (2021). Evaluating strategies for renewable energy development in Rwanda: An integrated SWOT–ISM analysis. Renewable Energy, 176, 402–414.

Nathaniel, S., & Khan, S. A. R. (2020). The nexus between urbanization, renewable energy, trade, and ecological footprint in ASEAN countries. Journal of Cleaner Production, 272, 122709. https://doi.org/10.1016/j.jclepro.2020.122709

Oh, T. H., Hasanuzzaman, M., Selvaraj, J., Teo, S. C., & Chua, S. C. (2018). Energy policy and alternative energy in Malaysia: Issues and challenges for sustainable growth – An update. Renewable and Sustainable Energy Reviews, 81, 3021–3031. https://doi.org/10.1016/j.rser.2017.06.112

Oryani, B., Koo, Y., Rezania, S., & Shafiee, A. (2021). Barriers to renewable energy technologies penetration: Perspective in Iran. Renewable Energy, 174, 971–983. https://doi.org/10.1016/j.renene.2021.04.052

Østergaard, P. A., Duic, N., Noorollahi, Y., & Kalogirou, S. (2020). Latest progress in Sustainable Development using renewable energy technology. Renewable Energy, 162, 1554–1562. https://doi.org/10.1016/j.renene.2020.09.124

Østergaard, P. A., Duic, N., Noorollahi, Y., & Kalogirou, S. (2022). Renewable energy for sustainable development. Renewable Energy, 199, 1145–1152. https://doi.org/10.1016/j.renene.2022.09.065

P, K., D., RAKESH, R., & C, S., K. (2021). RENEWABLE ENERGY SOURCES AND EMERGING TECHNOLOGIES. PHI Learning Pvt. Ltd.

Paul, S., Dey, T., Saha, P., Dey, S., & Sen, R. (2021). Review on the development scenario of renewable energy in different country. 2021

Innovations in Energy Management and Renewable Resources(52042), 1–2. https://doi.org/10.1109/IEMRE52042.2021.9386748

Perea-Moreno, M.-A., Samerón-Manzano, E., & Perea-Moreno, A.-J. (2019). Biomass as Renewable Energy: Worldwide Research Trends. Sustainability, 11(3), Article 3. https://doi.org/10.3390/su11030863

Punt, M. B., Bauwens, T., Frenken, K., & Holstenkamp, L. (2022). Institutional relatedness and the emergence of renewable energy cooperatives in German districts. Regional Studies, 56(4), 548–562. https://doi.org/10.1080/00343404.2021.1890708

Qadir, S. A., Al-Motairi, H., Tahir, F., & Al-Fagih, L. (2021). Incentives and strategies for financing the renewable energy transition: A review. Energy Reports, 7, 3590–3606. https://doi.org/10.1016/j.egyr.2021.06.041

Qazi, A., Hussain, F., Rahim, N. ABD., Hardaker, G., Alghazzawi, D., Shaban, K., & Haruna, K. (2019). Towards Sustainable Energy: A Systematic Review of Renewable Energy Sources, Technologies, and Public Opinions. IEEE Access, 7, 63837–63851. https://doi.org/10.1109/ACCESS.2019.2906402

Senyapar, H. N. D., Ceti̇nkaya, U., & Bayindir, R. (2023). Renewable Energy Incentives and Future Implications for Turkey: A Comparative Bibliometric Analysis. Politeknik Dergisi, 1–1. https://doi.org/10.2339/politeknik.1336391

Shadman, S., Chin, C. M., Yap, E. H., Sakundarini, N., & Velautham, S. (2021). The role of current and future renewable energy policies in fortifying Malaysia’s energy security: PESTLE and SWOT analysis through stakeholder engagement. Progress in Energy and Environment, 1–17.

Shafiullah, M., Miah, M. D., Alam, M. S., & Atif, M. (2021). Does economic policy uncertainty affect renewable energy consumption? Renewable Energy, 179, 1500–1521. https://doi.org/10.1016/j.renene.2021.07.092

Shimbar, A., & Ebrahimi, S. B. (2020). Political risk and valuation of renewable energy investments in developing countries. Renewable Energy, 145, 1325–1333. https://doi.org/10.1016/j.renene.2019.06.055

Shinde, P. A., Abbas, Q., Chodankar, N. R., Ariga, K., Abdelkareem, M. A., & Olabi, A. G. (2023). Strengths, weaknesses, opportunities, and threats (SWOT) analysis of supercapacitors: A review. Journal of Energy Chemistry, 79, 611–638. https://doi.org/10.1016/j.jechem.2022.12.030

Sinsel, S. R., Riemke, R. L., & Hoffmann, V. H. (2020). Challenges and solution technologies for the integration of variable renewable energy sources—A review. Renewable Energy, 145, 2271–2285. https://doi.org/10.1016/j.renene.2019.06.147

Smirnova, E., Kot, S., Kolpak, E., & Shestak, V. (2021). Governmental support and renewable energy production: A cross-country review. Energy, 230, 120903. https://doi.org/10.1016/j.energy.2021.120903

Sohail, M. T., Xiuyuan, Y., Usman, A., Majeed, M. T., & Ullah, S. (2021). Renewable energy and non-renewable energy consumption: Assessing the asymmetric role of monetary policy uncertainty in energy consumption. Environmental Science and Pollution Research, 28(24), 31575–31584. https://doi.org/10.1007/s11356-021-12867-0

Steffen, B. (2018). The importance of project finance for renewable energy projects. Energy Economics, 69, 280–294. https://doi.org/10.1016/j.eneco.2017.11.006

Tabrizian, S. (2019). Technological innovation to achieve sustainable development—Renewable energy technologies diffusion in developing countries. Sustainable Development, 27(3), 537–544. https://doi.org/10.1002/sd.1918

Uhunamure, S. E., & Shale, K. (2021). A SWOT Analysis approach for a sustainable transition to renewable energy in South Africa. Sustainability, 13(7), 3933.

Wang, J., & Wang, Z. (2020). Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis of China’s Prevention and Control Strategy for the COVID-19 Epidemic. International Journal of Environmental Research and Public Health, 17(7), Article 7. https://doi.org/10.3390/ijerph17072235

Yang, S., & Park, S. (2020). The effects of renewable energy financial incentive policy and democratic governance on renewable energy aid effectiveness. Energy Policy, 145, 111682. https://doi.org/10.1016/j.enpol.2020.111682

Yang, X., He, L., Xia, Y., & Chen, Y. (2019). Effect of government subsidies on renewable energy investments: The threshold effect. Energy Policy, 132, 156–166. https://doi.org/10.1016/j.enpol.2019.05.039

Zafar, M. W., Shahbaz, M., Hou, F., & Sinha, A. (2019). From nonrenewable to renewable energy and its impact on economic growth: The role of research & development expenditures in Asia-Pacific Economic Cooperation countries. Journal of Cleaner Production, 212, 1166–1178.

Zakaria, S. U., Basri, S., Kamarudin, S. K., & Majid, N. A. A. (2019). Public Awareness Analysis on Renewable Energy in Malaysia. IOP Conference Series: Earth and Environmental Science, 268(1), 012105. https://doi.org/10.1088/1755-1315/268/1/012105

Żywiołek, J., Rosak-Szyrocka, J., Khan, M. A., & Sharif, A. (2022). Trust in Renewable Energy as Part of Energy-Saving Knowledge. Energies, 15(4), Article 4. https://doi.org/10.3390/en15041566

İndir

Yayınlanmış

2024-03-15

Nasıl Atıf Yapılır

DURMUŞ ŞENYAPAR, H. N. (2024). Yenilenebilir Enerji Pazarlamasında Stratejik Yönetim: Temiz Enerji Pazarı İçin Bir SWOT Analizi. PEARSON JOURNAL, 8(27), 1047–1061. https://doi.org/10.5281/zenodo.10732927