Research On High-end Oriented Development Mechanism Of Enterprise Based On Modularity

In this paper, the theoretical study related to the status quo. Based on the view of industrial value chain, the high-end oriented development of enterprise has been analyzed. As a management theory, modularity has an enormous role in promoting high-end development for enterprises. Through the use of modular theory into the high-end development process, this article seeks to reveal the mechanism of the high-end development, and analysis as a guide to online games based on the modular high-end enterprise development.In this article, the research of mechanism for high-end oriented development is based on industrial value chain theory and modular theory. Through the analysis on the industry, industrial chain, and value chain theories, the concept of industry value chain is brought. Industrial value chain is easy to known as the analysis of the industrial chain from the view of value creation. Industrial value chain is linked by a series of transfer and value-added aspect. The status of the aspects in industrial value chain is different. There is strong or weak control of the points. This is because the level of social division of labor is deepening, as well as the changing in customer preferences. Value aspects in the industry with high status has the leading right of getting customer value. This is because the level of deepening social division of labor, as well as changing customer preferences caused. Therefore, the different segments of industrial value chain have the "high" or "low" position, a higher position in the industrial value chain means that the segment has a greater contribution to the transfer and the creation of the value, with links to other control and possession of larger share of profits. The high-end development of enterprises is based on the distinguish between different segments of the relative aspects, which defined a high-end industrial value chain and use it to occupy the high-end value chain aspect through a series of operations. In this process, the modularity has unique advantages.The modularity is both a business idea and a mode of operation. Modular system is built up with different functions from the module. The largest feature is the "visible information" and "invisible information." The modular system coordinate the operation of the entire system by defining the structure, interfaces, standards and other "visible information". At the same time, because each module has its own "invisible information," the operation and development have greater autonomy. Modular system has the selection value by "back-to-back" and the permit "waste" competition. By the analysis of information handling, features, content, value-creation mechanism, operating mechanism, the development of mechanisms in modular system, it can be found that ,in different segments of industrial value chain of enterprises, through its own modular operation can enhance the core competitiveness to obtain sustainable competitive advantage. At the same time, the modular perspective analysis of industrial value chain helps enterprises to find the most suitable for their own industries to compete, as well as the industry's high-end value chain aspect. In the process of development with modularity, customer needs and preferences are the ultimate decisive force. Therefore, system integrators and operators of the status module are relative for the enterprises. It can be converted. Business is done determined by the enterprise's ability and the customer needs.The high-end oriented development with modularity formed some of the organizational structure. At first, there is a select system in the choice of high-end value chain aspect. By identifying the relevant principles, standards and procedures, enterprises can choose their own target to compete to be the industrial value chain. Aspect identified only as the foundation of the high-end development of enterprise. In order to achieve the goal of high-end, we should study the modular operating mechanism. At operation through a modular implementation of the high-end development process, enterprises should pay attention to the organizational structure, competition level, modules to build and so on. An enterprise in modular system has two roles, that is, system integrators and module operators. They are responsible for "visible information" and "invisible information." Set up on the basis of the modular high-end enterprise, including some of the linked components. At the same time, the system has the problem of the initiative, the initiative extent, the attribution and so on. In order to achieve high-end enterprise development, we should pay more attention to the change in high-end value chain of the industry and distinguish the aspect development and adjust accordingly. Modular development mechanism include the development of the "visible information" (dominant rules), the development of "invisible information" (hidden information), as well as competitive position re-selection.After the research of high-end oriented development mechanism which based on modularity, this article take online games business as an example to study the high-end development process. Although the online games industry in China is new, its scale and impact of the market is growing at an alarming rate. This article analyzes the high-end development path of different types of enterprises in this industry from the modular view. Online game industrial value chain has three segments on its main chain, namely, the development of online games, online game operations and online game sales. Telecom operators, gaming peripherals, media and publishing, computer hardware and network terminals are the assistant part of the value chain, because of their production for the online games provide a support or extend the value of online games to create the border. Through the study on online games industry, the research aspect is determined as the absolute high-end segments. The operating and marketing aspect, under certain circumstances, are aspects of high-end features. Online games enterprises should make high-end development strategy according to their own characteristics. The essence of high-end strategy based on the modular is the implementation phase, including the cultivation of enterprise culture, organizational structure, resource allocation, staff motivation and so on. At the same time, through high-end development process of the actual operational situation and evaluation of environmental change, online games companies should continue to adjust their own business.In the process of the study of high-end oriented development mechanism, this paper has some novel ideas. Such as the high-end definition, the modular concept and related business analysis, the impact of the modularity to the high-end development. It has a strong theoretical significance. At the same time, analysis of the online game corporation's high-end development based on modularity has a certain practical significance for China's online games business and the growth.