E-commerce Environment, Value Chain Integration And Applied Research

In the 21st century, with the economic globalization, more educated and the development of the network, the arrival of economic era of information aggravated market competition that enterprises face. The individualization and diversification of demand make the core, range, resource and essence of market competition fundamentally changed. Under the direction of buyer's market, what enterprises face are that how to meet the demand at higher speed, with lower cost, higher efficiency and more high-quality service, how to create more value for the customers, enterprise itself and even society. Value creating is the source of enterprise's life, and enterprises have to adjust and optimize the original value chain, even structure the new value chain, improve its efficiency, foster their key abilities, set up and keep their competition advantage. Any enterprise cannot monopolize resources, it is the poor efficiency and uneconomical to finish all links of the business activities independently. The need of condensing the key competitiveness that the kownledge economy causes, makes large-scale enterprises concentrate the value link they have most advantages in, transfer or outside chartering of the link that have low added value; The small business begins to catch the specific link on the value chain, do precisely and fine, develop into the highly specialized company. This makes industry's value chain divide vertically into countless little links which united organically, form the virtual economy, realize resources and information sharing, sets out the strong competitiveness.As the basic theory of enterprise analysis and decision, the theory of value chain also faces the challenges of the times. The new problem that the environmental change causes is emerging constantly: how to develop the value chain theory, what is the model of value chain in the economic era of information, how to optimize and use the value chain will bring directive significance to modern enterprises.The basic problem that this text studies is to investigate the correspondingchange of the model of enterprise's value chain under the big environment of e-commerce, and the guidable application in business strategy. Chapter one proceeds with relevant concepts of value chain and their inner links, discusses the application of the theory of value chain, and analyses the connection of the enterprises' competition advantages and value chain from the new visual angle; Chapter two proceeds with environmental change that information technology and e-commerce bring, analyses its impacts on every link on the value chain, puts forward the new model of value chain which meets e-commerce environment, and studies the ways to obtain the competition advantage under it; In chapter three and chapter four, the new model is applied to virtual enterprise on supply chain and the concept of integrated value chain is brought forward. They discuss how to optimize the value chain fromtwo aspects-the structure and information integration, realize the wholevirtual enterprise's high-efficient operation, improve the competitiveness of the whole value chain; Chapter five proves the application mode of the value chain integration with enterprise's instance, and draws the conclusion.