Research On Business Model Innovation Based On The Perspective Of Value Chain

With the era of network economy, the business environment changes constantly.Accordingly, it causes changes in the enterprise competition form and focus. In thepractice of competition, more and more enterprises senior managers recognize thebusiness model is becoming the key factor to gain competitive advantage. Asmanagement guruPeter Drucker said,“Today’s competition, not competitionbetweenproducts, but competition between business models”. Business model innovation iscommitted to the construction of new competitive advantage of enterprises, just agreewith the value chain view, which enlightens us to analyze innovation of businessmodel from the perspective of the value chain.The paper reviews and hackles the correlation studies at home and abroad on valuechain and choose the research perspective, that is, research on business modelinnovation based on the perspective of value chain, on the basis of these works. Thenthe paper analyzes the value chain content of enterprise under the background ofnetwork economy and establishes the concept and four elements of business modelfrom the perspective of value chain, these are, value proposition, operation mode,interface mode and profit model. Next, analyzes the theory of business modelinnovation and analyzes the innovation of all elements of business model based oneach activity and subject of value chain and puts forward four perspective of businessmodel innovation: value proposition innovation based on marketing and customer,operation mode innovation based on internal business process reengineering, interfacemode innovation based on external value chain, and profit model innovation based onplatform. Then, discusses the method to evaluate business model. At last, selects theGuteron home furnishing as a case to make study on business model innovation.Through this research, the author thinks, both value chain and business model are akind of value creation logic and able to build enterprise competitive advantage. Thecorresponding relationship between the activities and subjects of the value chainactivities and the elements of business model provides the basis for the innovation ofbusiness model from the perspective of value chain. There have multiple paths toanalyze business model innovation under the view of value chain. Therefore, managers should analyze and evaluate from different directions when designing a newbusiness model. The value chain provides an effective analysis tool for the enterprisebusiness innovation, which can better lead the enterprise managers to better lead thecompany from good to great in the age of network economy.