2009 年 12 月，国家发展和改革委员会发布《国家发展改革委关于完善煤炭产运
需衔接工作的指导意见》，取消了建国以来一直沿用的带有计划经济色彩的年度
煤炭订货会，煤炭欧亿·体育（中国）有限公司完全进入市场化。2012 年，为解决东南沿海城市电厂煤炭
供应短缺，鼓励国外煤炭进口以弥补供应不足，全面取消了煤炭进口关税。由于
国内煤炭企业还处于计划经济模式的惯性运行之中，面对强大的竞争对手毫无警
觉，致使国外煤炭迅速以价格优势挤占了国内煤炭市场，煤炭价格出现断崖式下
跌，企业盈利状况严重恶化。截至 2015 年，全国 70%的煤矿被迫停产，80%以上
的煤炭企业出现亏损，煤炭欧亿·体育（中国）有限公司整体深陷经营困境，接近全面崩盘

在煤炭企业已经采取各种措施仍无法摆脱生存危机的情况下，政府主管部门
采取了一系列限制国内产能与国外煤炭进口的政策措施，帮助煤炭企业走出困
境。2016 年 5 月，解困政策开始见效，煤炭市场由原来的供过于求转为供不应
求，煤炭销售价格和销售量开始回升。但是这种现象只是政策效应结果，既不是
市场的真正复苏，也不是竞争格局发生了改变，作为煤炭欧亿·体育（中国）有限公司构成主体的中型煤
炭企业，如何能够真正走出困境进入良性运营状态，仍是政府、学者和企业亟待
破解的难题

在此环境背景下，论文以鄂尔多斯中型煤炭企业作为研究对象，深入研究了
中型煤炭企业陷入经营困境的根本原因，从基于价值链的商业模式创新角度为鄂
尔多斯中型煤炭企业提供了一些走出困境的可行思路与方法。首先是采用文献研
究法对国内外相关理论进行了研究归纳和总结，对部分理论概念进行了修订，形
成了对基于价值链的商业模式创新内涵的明确定义。即：“基于价值链优化的商
业模式创新是对企业资源结构和价值链流程关系的变更或重组”。其次是使用实
证研究法及定性和定量相结合的方法，对鄂尔多斯中型煤炭企业进行了深度剖
析，找出其困境根源在于鄂尔多斯中型煤炭企业数十年来一直沿用的传统工业经
营模式已难以继续维持煤炭企业的生存。最后的研究结论认为，只有通过商业模西安建筑科技大学硕士学位论文
式的创新才能够使中型煤炭企业脱离困境，只有通过价值链的重组才能够全面提
升企业的价值创造能力与经营活力，实现企业的可持续发展

关键词：商业模式创新；价值链；鄂尔多斯；中型煤炭企业西安建筑科技大学硕士学位论文
Research on business model innovation of medium sized coal
enterprises based on value chain
Specialty: Business Administration
Name: Kong Yulei
Instructor: Professor Fang Yongheng
Abstract
In 2009, with the further deepening of economic reform, the market-oriented
reform of the coal industry has been moving forward. In December 2009, the National
Development and Reform Commission issued the National Development and Reform
Commission on improving coal transportation convergence work guidance, canceled
the annual coal trade fair, the coal industry to enter the market. In 2012, in order to
solve coal supply shortage of power plants in southeastern coastal cities, encourage
foreign coal imports to make up the supply shortage, the coal import tariffs was entirely
abolished. Due to domestic coal enterprises were still indulged in the inertia operation
of the planned economy mode, they were unaware of the strong rivals. So foreign coal
quickly occupied the domestic coal market with price advantage, and coal prices fell
sharply. Enterprise profitability got significantly worse. As of 2015, 70% of the coal
mines in China had been forced to shut down, more than 80% of the coal enterprises
experienced losses, the coal industry as a whole got into operation difficulties and were
on the verge of crash.
Under the condition of the coal enterprises still cannot help themselves although
they took various measures, which are facing crisis of survival situation, the state
adopted a series of restrictions on domestic production and foreign coal import policy
measures, in order to clean up the market share for coal enterprises, to help coal
enterprises out of difficulties. In May 2016, the policy began to take effect, the coal
market from the demand for coal to pile up in excess of requirement. Prices and sales
began to soar, but this kind of phenomenon is the policy effect. Neither a true recovery
of the market, nor the pattern of competition changed. The medium coal enterprise as西安建筑科技大学硕士学位论文
the body of the coal enterprises, how to get out of the dilemma and entered a benign
operation state, still a difficult problem to be solved for government, scholars and
enterprises.
Under this background, in this paper, the medium coal enterprise in Ordos as the
research object, further studied the fundamental reason of medium coal enterprise fall
into operational difficult , from the perspective of business model innovation based on
value chain optimization, which provided some feasible ideas and methods out of
predicament for medium coal enterprises in Ordos. Firstly, this paper uses theoretical
research methods, which was studied and summarized the relevant theory for
domestic and overseas, revised some concept of theory, and form a clear definition for
business model innovation connotation based on value chain optimization. The business
model innovation based on the value chain optimization is the change and
reorganization of the enterprise resource structure and the relationship between value
chain process . Secondly, this paper uses the method of empirical study and
combination of qualitative and quantitative, which deeply analyzed the medium coal
enterprises in Ordos, found out the origin of difficulty is the medium coal enterprises in
Ordos used for decades to the traditional industry business model have been difficult to
maintain the survival of the coal enterprises. Final study concluded that only through
the innovative business model of value chain optimization can make the enterprise
through the integration of resources to achieve complementary advantages. Only
through the restructuring the value chain can enhance the enterprise&39;s ability to create
value and business activity, and realize the sustainable development of enterprises.
Keywords: Business model innovation; value chain; Ordos; Medium coal enterprise西安建筑科技大学硕士学位论文
I
目录
摘要...........III
Abstract..... V
1 绪 论.......1
1.1 研究背景......1
1.2 研究目的和意义......2
1.3 国内外商业模式相关理论研究综述..........3
1.4 研究内容和技术路线..........4
1.5 研究方法......7
2 关键概念及理论基础.....9
2.1 商业模式理论..........9
2.1.1 商业模式的定义...........9
2.1.2 商业模式理论概述.....1
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