随着我国经济形势的转变和能源产业链调整的推进，煤炭行业开始出现供过 于求的局面，煤炭企业才刚刚开始遇到更加激烈的市场需求。尤其是当前状态下， 特别是在中美贸易摩擦和经济发展以及经济下行压力的情况下，中国的煤炭需求 增长相对缓慢，煤炭企业市场经济竞争中退出参与的壁垒及附带条件较高，煤矿 快速扩张的惯性力很大。生产能力使煤炭市场起伏很大，煤炭销售的压力开始逐 渐增加，销售市场发生了很大变化。此外，替代煤炭的新类型能源的增加使煤炭 市场竞争变得出乎意料。大量外国煤炭涌入中国销售市场，进一步提高了煤炭行 业的市场竞争水平。因此，对煤炭企业同行业内部竞争战略的科学研究显得非常 关键和紧迫。本文通过对邢东煤炭企业市场需求的科学研究，在对市场需求所处 的外部环境和自然环境的讨论的基础上，分析并找到了适合煤炭企业发展规划的 竞争战略，具有一定的指导意义和实用价值。 本文主要使用了文献研究法、案例分析法和对比分析法等方法进行学术理论 研究分析，在梳理一般竞争战略理论的基础上，运用五力模型分析、PEST 分析、 SWOT 分析等工具，在对邢东煤炭企业的内部条件和外部环境进行科学研判的 情况下，分别从服务、产品和管理三个方面为其设计了适合该企业情况的差异化 竞争战略。首先，对文章中所涉及的一些基本概念和理论进行了分析阐述，在此 基础上，对邢东煤炭企业的宏观环境进行分析，分别从宏观环境、行业环境和内 部环境等三个层面具体展开论述，最后，就邢东煤炭企业竞争战略实施进行阐述 分析，在明确了竞争战略之后，该章内容主要分析邢东煤炭企业竞争战略的实施， 主要涉及服务差异化、产品差异化和管理差异化三个方面的内容。通过本文的研 究，为包括邢东煤炭企业在内的其他煤炭企业在当前日益严峻的市场形势下，如 何进一步增强自身的竞争力提供了依据，有利于增强我国煤炭企业的竞争力。 关键词：煤炭企业 竞争战略 差异化V ABSTRACT With the transformation of my country's economic situation and the advancement of the adjustment of the energy industry chain, the coal industry has only begun to experience an oversupply situation, and coal companies have just begun to encounter more intense market demand. Especially in the current state, especially under the damage of Sino-US trade friction, economic development and economic downward pressure, China’s coal demand growth is relatively slow, coal companies have relatively high barriers and collateral conditions to withdraw participation in market economic competition, and coal mines are fast The inertial force of expansion is great. Production capacity has caused great ups and downs in the coal market. The pressure on coal sales has just begun to gradually increase, and the sales market has undergone great changes. In addition, the increase in new types of energy to replace coal has made competition in the coal market unexpected. The influx of a large number of foreign coal into the Chinese sales market has further improved the level of market competition in the coal industry. Therefore, the scientific research on the internal competition strategy of coal enterprises in the same industry is very critical and urgent. Based on the scientific research on the market demand of Xingdong’s coal industry, and on the basis of the discussion of the external environment and natural environment in which the market demand is located, this paper analyzes and finds the core and key guiding significance and core guiding significance of competition strategies suitable for the development of the coal industry. Practical value. This article mainly uses literature research method, case analysis method and comparative analysis method for academic theoretical research and analysis SWOT analysis, EFE matrix model tools, such as the XingDong internal conditions and external environment of the coal enterprises to make scientific, respectively from three aspects: service, product and management designed for the differentiation competitive strategy for the enterprise. Involved in the first, the article and discusses some basic concepts and theories, on this basis, analyze the XingDong coal enterprises macro environment, respectively from the macro environment, industry environment and internal environmentVI from three aspects, finally, this paper analyzes the principle is XingDong coal enterprise competition strategy implementation, after clear the competitive strategy, mainly analyzes the chapter XingDong the implementation of the coal enterprise competition strategy, including service, product, poor, poor management three aspects. Through the research of this paper, it provides the basis for other coal enterprises including Xingdong coal enterprise how to further enhance their own competitiveness under the current increasingly severe market situation, which is conducive to enhance the competitiveness of China's coal enterprises. KEYWORDS: Coal enterprise; Competition strategy ;DifferentiationVII 目 录 摘要 .......................................................................................................................IV ABSTRACT ....................................................................................................................... V 第一章 绪论......................................................................................................................1 1.1 研究背景和目的............................................................................................1 1.1.1 研究背景.............................................................................................1 1.1.2 研究目的.............................................................................................2 1.2 研究综述........................................................................................................2 1.2.1 国外研究现状.....................................................................................2 1.2.2 国内研究现状.....................................................................................3 1.2.3 研究评述.............................................................................................5 1.3 研究意义........................................................................................................6 1.3.1 现实意义.............................................................................................6 1.3.2 理论意义.............................................................................................6 1.4 研究内容和方法............................................................................................7 1.4.1 研究内容.............................................................................................7 1.4.2 研究方法.............................................................................................8 第二章 基础概念及理论分析.........................................................................................9 2.1 基础概念.........................................................................................................9 2.1.1 战略管理.............................................................................................9 2.1.2 竞争战略.............................................................................................9 2.2 相关理论......................................................................................................10 2.2.1 迈克尔·波特竞争战略 .....................................................................10 2.2.2 安索夫战略管理理论.......................................................................10 2.2.3 差异化竞争战略...............................................................................11 2.3 本章小结......................................................................................................12 第三章 邢东煤炭企业外部环境分析..........................................................................13 3.1 宏观环境 PEST 分析..................................................................................13 3.1.1 政策环境分析...................................................................................13 3.1.2 经济环境分析...................................................................................13VIII 3.1.3 社会环境分析...................................................................................15 3.1.4 技术环境分析................