Research On Business Model Innovation Based On Changing From Value Chain To Value Nets

With the arrival of economic globalization and digital information era, different kinds of new business models emerge in an endless stream, and companies have more space to choose business model. Value nets business model happens to agree with current social background, so how to construct the value nets to create a unique value for customer gradually turns to be a key for the enterprises to obtain long-term competitive advantage. But so far, research on the business model still stays in the basic stage. From the viewpoint of value creation, the innovation of value chain business model is more concentrated in, and the study on the process of change from value chain business model to value nets business model is still very weak, which severely restricted the practical development of business model. Based on this situation, this paper starts a more in-depth research on the process of business model innovation from value chain to value nets.According to the current situation of business model innovation, enterprises maintain a positive attitude to the integration of value nets, but feel very confused about how to carry out the innovation process. Therefore, this paper chooses the process of business model innovation from value chain to value nets as the main research object. Firstly, the connotation of and value nets are defined, the current situation and characteristics of value chain business model innovation, innovation problems and development trend are analyzed, and the connotation, structure system and mechanism of value nets business model are discussed, and then three stages of innovation process are systematically put forward. Then this paper discusses the characteristics of every stage, and uses SWOT analysis to analyses the whole process of business model innovation, and according to which, the corresponding strategy of every stage comes up, which provides some practical reference for enterprises. Finally, this paper analyses the deconstruction of value chain business model of Apple Corp and its value nets business model.