需量反應被認為是解決電力系統中解決再生資源的間歇性和隨機性的有效機制而獲得蓬勃的發展。目前，需量反應都是建立在提供消費者直接的金錢反饋或提高尖峰時間的電價來促使他們其配合電力公司所制定的電力政策。然而，近期有學者提出了新的獎勵機制，透過給予電價優惠券來吸引消費者配合需量反應，學者將其稱為基於優惠券激勵的需量反應。

受其啟發，我們提出了市場行銷式需量反應，基本思想是將商家的商業需求結合需量反應以達成電力公司、商家與消費者的三方多贏的效果。整體流程是由商家提供優惠券給電力公司，而電力公司再將收集來的優惠券當成需量反應的激勵手段投放給消費者促使其配合電力政策，消費者如果願意接受則可以使用得到的優惠券在規定的時間到對應的商家進行消費。

透過這樣的異業結合，商家可以從被電力公司投放到消費者的優惠券達到廣告曝光的效果，而電力公司也可以將原本要做為激勵手段給予消費者的電力折扣部分成本轉移到商家身上，消費者則是可以獲得商家所提供的優惠商品或服務。這樣的機制不只可以達到電力公司與消費者之間的共識，還可以滿足提供商品或服務之商家的商業需求已達到三方互惠的結果。

關鍵字: 需量反應; 優惠券配發

Demand response(DR) is considered to be an effective mechanism for solving the intermittency and randomness of renewable energy and has been flourishing. At present, demand response is based on providing consumers with direct monetary feedback or increasing the electricity price during peak hours to encourage them to cooperate with the electricity policy set by the power company. However, some researchers have recently proposed a new incentive mechanism to attract consumers to participate demand response by giving electricity coupons. Researchers name it as 'coupon incentive-based demand response'.

Inspired by it, we proposed the Market-strategic Demand Response(MSDR). The basic concept is to combine the business needs of the stores with the DR to benefit power companies, stores and consumers. The stores provide coupons to the power company, and then the power company deliver the collected coupons as an incentive for DR to consumers to encourage them to cooperate with the electricity policy. If consumers are willing to participate DR, they can go to the corresponding stores to use the coupons they get at the specified time and close the devices such like AC to decrease the power consumption at the same time.

Through the cross-industry alliance, stores can improve the advertising impression by the coupons delivered by power company to consumers, and the power company can transfer part of the cost of incentives to stores. Consumers can obtain preferential products or services provided by stores. Such a mechanism can not only reach the consensus between power companies and consumers but also meet the business needs of stores, which has achieved tripartite reciprocity.

Keywords: Demand response; coupon delivery

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