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.

Abstract In the past, the state-owned enterprises had played important roles of economic development. Since 19th century, the defects emerged gradually after twice oil crisis in the world. States have struggled to find the solution to these problems. To lower the rate of the state-owned ente- rprises in economic system is the best way. In Taiwan, privatization and liberalization have become the policy trend. Taiwan Power Company has monopolized the power market more than 50 years. According to the international trend and government policy to deregulate the electricity market competition will be unavoidable. At the same time, the TPC should afford the reasonable compensation to their employee for their loss. The purpose of this thesis is to figure out the effect on working rights of TPC's employee by modifying electricity acts and opening the power market. The result of this research will provide a reference for relative person and government agencies.