Research On Business Model Innovation Driven By Blockchain Technology

Coal is one of the important energy sources for national development and is closely related to social development and residents’ life,therefore,along with the fierce competition in coal trading industry.2015 Coal Trading Center Y was established with the initial intention to solve the problem of high cost of coal procurement for power plants within its group,and to increase the bargaining power by making uniform procurement of coal required by power plants within the group through Y.However,with the development of Company Y,the bottleneck of its development is how to increase profitability and strengthen its own business strength.With the continuous promotion of the national policy of "sustainable development and transformation of energy enterprises" and the promotion of "integrated economic development",the managers of Company Y also realized that the existing single traditional coal trading business model could not meet the requirements of market development,and the enterprise The company needs to pinpoint the "pain points" of its operation,and then "prescribe the right medicine".This is a good opportunity for this study to introduce "blockchain" as a "good medicine".This paper focuses on the process of "blockchain technology-driven business model innovation of company Y",and takes the overall direction of "problem formulation,problem analysis,and problem solving" to carry out the research based on reasonable and orderly steps.First,based on the relevant literature,the background of coal trading industry and the content of "Blockchain-driven business model innovation" are clarified in the first two chapters.The scope of this study is focused on "value module","operation module","marketing module" and "profitability module".The scope of this study focuses on the four perspectives of "value module","operation module","marketing module" and "profit module",and implements Ostwald’s "business model canvas": "value proposition,key cooperation,key business,core resources,customer relationship,customer segmentation,channel access,cost structure,and revenue source "Secondly,Chapter 3 follows the above framework and ideas to conduct a comprehensive analysis of Company Y.It finds that there are problems in its operation,indicating that its existing business model has failed to adapt to the market,and further analyzes the causes of its problems in depth,highlighting the fit between "blockchain technology It further analyzes the causes of its problems,highlights the suitability of"blockchain technology" with the causes of its problems,and emphasizes the necessity of applying "blockchain technology-driven business model innovation" in the context of the industry environment.In the fourth chapter,in view of the problems in the nine elements found in the above analysis,the "Magic Triangle" model is used as the innovation thinking point and the "Business Model Canvas" model is applied again for innovation research under the four perspectives.Finally,a new canvas driven by "blockchain technology" is formed and compared with the traditional coal trading business model canvas to highlight the advantages of the new model,and then give corresponding safeguards and risk response strategies to the new model,so as to make the whole research process complete.The main innovation points of this paper are: firstly,it establishes an innovative business model of supply chain and product traceability collaborative platform based on blockchain technology for coal trade with "all elements + all scenarios + all industry chain".Secondly,the introduction of "blockchain technology" as an innovative driving factor and its application has promoted the transformation of the traditional business model from process-oriented and compliance-oriented to a highly efficient and novel platform-oriented model.At the same time,it is hoped that the discussion of this case will provide reference and reference for the development of similar enterprises and enterprises with the development needs of "blockchain technology".This paper has 33 figures,5 tables and 76 references.