Abstract

Energy security undergoes risks at the level of production, storage, distribution, supply and consumption of energy. Seasonal decrease or increase in demand for energy resources at the consumers’ level due to climate change has a negative impact on the energy system balancing. The article is devoted to estimating the factors of the green energy services’ marketing management and developing a model for estimating of green energy as an innovative product based on the segmentation of the energy market. The energy market segmentation allows to single out its basic components based on the use and consumption of energy from natural non-renewable sources, and the production and consumption of alternative energy (green energy), as well as energy services of different levels. To determine the factors of the green energy services marketing management, the energy market was segmented. The innovative development of green energy as a product, green energy services and smart energy grid based on the use of energy from natural renewable sources was discovered. There is a positive trend of increasing demand for electric vehicles and expanding the geography of charging stations. For further positioning of green energy as an innovative product in the energy market, it is advisable to conduct educational campaigns to promote electric vehicles, study the environmental behavior of transport users et. The active process of the Ukrainian energy market reforming is based on competition and considers the international experience of reform. In particular, the electricity market, the gas market, which ensure the operation of energy distribution systems, the diversification of energy supply sources, and the possibility of independent choice of consumers of gas or electricity suppliers are already functioning. This led to the use of an integrated segment approach to modeling the estimating of green energy as an innovative product in the energy market. To determine the green energy estimating as an innovative product in the energy market, used of the interval models described by the discrete difference equations. Taking into account the above, a promising area for further research is to develop a methodological approach to assessing the management model for the promotion of green energy services in the context of the development of smart grids.

Keywords: market segments, sustainable development, climate change, alternative energy, climate policy, renewable energy sources, energy and environmental safety, energy management, Smart Grids, energy service companies.organizational scheme, energy, smart grids, stakeholders, maturity model

JEL Classification: M31, Q4, Q5.

Cite as: Brych, V., Zatonatska, T., Dluhopolskyi, O., Borysiak, O., Vakun, O. (2021). Estimating the Efficiency of the Green Energy Services’ Marketing Management Based on Segmentation. Marketing and Management of Innovations, 3, 188-198. https://doi.org/10.21272/mmi.2021.3-16

This work is licensed under a Creative Commons Attribution 4.0 International License

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