Study On The Enterprise Core Business Transformation Mode Based On Invisible Assets

With the acceleration of economic globalization, the world economy is becomin-g a community, and competition within the industry is no longer confined to oneparticular region, but the range of competition has been extended to global.As thediversification and personalization of consumer choice,consumers’ requirement forproducts and services becomes higher and higher.The growing update rate of scienceand technology accelerates the replacement rate of product.These profound changes inthe external environment shortens the industry life cycle,and business operations mustbe adjusted to adapt to market changes in a timely manner. Particularly in relation tothe core business which involves the survival and development of enterprise,and therecession of core business will have devastating consequences, thus changes in marketdemand adjustments based on core business are necessary.When the core business ismature, enterprises should anticipate the future direction of the core business,andtimely develop future alternative new business.When the core business is in recession,the development of new core business has become an urgent and passive task.So thecore business transformation should throughout the development process of the oldcore business,so that the transformation of core business becomes a natural and activetransition.After the determination of the timing of the core business transformation, theenterprise should consider what kind of model to adopted.In the traditional businesstransformation,enterprise choose transformation model by its own power,but thechanges be made in the range,or based on the invisible assets which can be easilyoverlooked to promote the transformation of the core business.This thesis designs thecore business transformation based on the invisible assets from three segments,that isthe market segment,the value chain segment and organizational segment.The marketsegment includes the adjacent business enhancement mode and niche marketdevelopment mode,and the value chain segment includes service transition mode,channel control mode and integration mode,while organizational segment includesorganizational resources expand mode, capacity development mode and reborntransformation mode.Various transformation mode provide some directions forenterprise core business transformation,but also selection model is designed accordingto the quantified quality of assets. Then the thesis makes some suggestions for theimplementation of core business transformation from the implementation path, business model, business model and cultural construction.Finally,combined with theIBM service transformation case,the thesis analyze the motivation fo the transformati-on,and it analyzes the accumulation situation of invisible asset,at the same time ti hasan in-depth analysis on specific measures of IBM’s service transformation and theimplementation.