摘 要
太阳能是一种“取之不尽，用之不竭”的能源，其本质是太阳内部连续不断的
核聚变反应过程所产生的能量。太阳能光伏发电就是利用太阳能电池组件，将太
阳能直接转变为电能。从长远发展趋势看，太阳能光伏发电将会代替部分常规能
源，成为世界能源供应的新的主体。1990 年代以来，联合国制定了世界太阳能
利用战略规划、国际太阳能公约，以及推行可再生能源发电的配额政策（RPS）
等。世界上许多国家都把开发利用太阳能列为可持续发展的重要战略。目前欧洲
仍是全球光伏主要市场，美国、日本等国家也高度重视太阳能光伏发电。我国太
阳能光伏发电在世界太阳能发电产业中占据重要位置。2011 年，中国成为继意
大利、德国之后的第三大新增装机国，从 2010 年不足 500MW 装机到 2011 年的
近 3000MW 装机，中国 EPC 企业面临难得的市场机遇

太阳能光伏系统 EPC 模式在全球已经成为成熟的工程模式，而在中国的光
伏产业中，这项完整的商业模式大都被拆分开来，前两个环节在严酷的商业环境
下往往遭到剥离。同样，利润率、垫资、系统质量也是光伏工程公司必须面对的
考验

本文以 TH 公司为例，重点研究三个问题：一是 TH 公司现有商业模式及存
在问题的分析。主要是对 TH 公司的基本情况，包括历史、组织架构、光伏发电
项目业绩和现有商业模式的运作机制、现有商业模式存在的问题等进行阐述。二
是 TH 公司所从事的光伏 EPC 行业的发展现状分析。主要运用波特五力模型对
光伏 EPC 行业的竞争环境做了分析，并且提出了 TH 公司战略转型的方向。三
是 TH 公司绿色商业模式的建立及保障措施。探讨构建 TH 公司新商业战略策略，
进行商业模式创新性研究，包业务模式、盈利模式、组织人力资源等方面，以及
建立绿色商业模式的路径和保障措施

关键词： 太阳能光伏发电；商业模式；转型；管理
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Abstract
Solar energy is an“inexhaustible”energy，its essence is the energy of nuclear
fusion reactions inside the sun continuously arising．Is the use of solar photovoltaic
solar modules，solar energy directly into electricity．From the long-term development
trend，solar photovoltaic energy will replace part of the routine，a new body of world
energy supply．Since the 1990s，the United Nations has developed the world's solar
energy strategic planning，international solar convention，and the implementation of
renewable energy quota policy （ RPS ） and so on ． Many countries regard the
development of solar energy as an important strategy for sustainable development．
Currently Europe is still the world's major PV markets，the United States，Japan and
other countries have attached great importance to the solar photovoltaic power
generation．China's solar photovoltaic occupy an important position in the world solar
power industry ．In 2011，China became the third largest country new installed
capacity in Italy，Germany，later，from 2010 to 2011 less than 500MW installed
capacity of nearly 3000MW installed capacity，Chinese EPC companies facing a rare
market opportunities．
Solar photovoltaic systems in the global EPC model has become a mature
engineering model ， while in China 's photovoltaic industry ， the most complete
business model is split to separate the first two links in the harsh business
environment often been stripped．Similarly，margins，Loaning，system quality PV
engineering company also must face the test．
This paper focus on three issues for TH companies: First，the company's original
business model TH and analysis of existing problems ． TH mainly on the basic
situation of the company，including history，organizational structure，performance and
operation of photovoltaic power generation project mechanisms of the original
business model ， the original business model of the existing problems ， such as
elaborate ． Second ， the development status TH EPC company engaged in the
photovoltaic industry analysis．The main use of Porter's five forces model of the
competitive environment EPC photovoltaic industry were analyzed，and presented the
company's strategic direction TH transformation．Third， establish and safeguard
measures TH company green business model．TH discuss the company's new business
strategy to build strategy，business model innovation research，including business北京工业大学工商管理硕士专业学位论文
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model，profit model，and other aspects of the organization of human resources，and
the establishment of a green business model path and safeguards．
Keywords: solar photovoltaic,business model ,transformation management