Key Factors Of Core Enterprise Value Creation In Value Net Study

From the end of20th century on, value net as a new value creation model causes corporate interest and is used in some emerging industries such as film, TV, computer, e-commerce, mobile communication and so on. Some companies including Cisco, Gateway, Apple, Miller SQA, Streamline.com created value net model earlier, which allow customers to configure the order by themselves and make to order can send products to customers.Value net model arises from the change of supply chain management in practice. Traditional supply chain management is often designed with fixed line and the same specification product and services, they distribute to market after manufacture, logistics, cash flow, information flows in supply chain. However, because of the uncertainty of the market environment, the diversity of customers’ demand, personalized trend, and the rapid development of information technology and wide application since the late20th century which provides the technical conditions of value net model, value net is used and deemed the new growth point as a new mode of value creation. Theoretical value net was first proposed by the Mercer consultant company Adrian Slywotzky in the "Profit Zone", core enterprise become a research focus naturally. In recent10years, with deepening research of value net, the literature appear constantly, but for the value creation elements in value net research rarely found. Due to the complexity of value net variable, it is difficult to measure, the empirical research literature is very rare.In this paper, from an empirical perspective, the value of the core enterprise in the value network elements that create the more case studies. The first part of the introduction is put forward in this paper, selected topic background and significance, research purpose and method, the main innovation points and thesis framework.The second part of the summary of related theories elaborated in this paper, we study the theoretical foundation, the current value network theory research hot spot, points out the shortage of the existing research, puts forward the research direction in this paper. The third part of the study design to sample selection and data collection methods, research design and data analysis of the process.The fourth part through the analysis of several examples, using the coding technology as the analysis tool of qualitative material, makes an empirical analysis of five companies’ data, the other four companies as saturated test case, the resulting value net core enterprise key elements of value creation.The fifth part summarizes the main research conclusions of case analysis, points out the limitations of this study and through to the core value of the net to refining the key elements to create enterprise value for the enterprise marketing management Suggestions are put forward.