Research On The Value Creation Of Horizontal Value Chain

Under the new economic environment, the market environment have changed greatly, especially in the economic integration and globalization, in the rapid development of the specialization of industrial division and the personality of customer demand. In this case, increasing awareness of the importance of the joint creation of value, there are a lot of cases of the upgrading corporate performance through the longitudinal joint (vertical value chain) and horizontal integration (horizontal value chain) in practice. Based on value chain of value creation (Economics is called: relationship rents) has gradually become a research hotspot. Through the collation of existing literature, the research on value creation focused on vertical value chain, owing to the horizontal and vertical value chain are different in inter-enterprise relationship type and intensity, in result the ways and patterns of relationship rents creation of the horizontal value chain are different with the vertical value chain. Currently the research of horizontal value chain of value creation is less, the important reason is that the definition of the horizontal value chain is too narrow.Traditional horizontal value chain that is formed by the competitors focused on the analysis of the competitor and the coordination of competitive relationship. Based on the practical background and value chain theory, the horizontal value chain is not in the relationship between upstream and downstream enterprises that have a relatively fixed relationship to form the value chain for some purpose, including the similar-industry and the cross-industry horizontal value chain. Then, relationship rents theory analyzes the formation of relationship capital and the impact on the horizontal value chain, including the changing of relationship between enterprises and the resource allocation model, to promote knowledge sharing and transfer. Based on these effects, the value creation path of the horizontal value chain is: getting the cost advantage of the access to resources and lower production costs, through the enhancement of innovation capability realizing the differential advantage, improving the adaptability of enterprises on the environment in order to maintain long-term competitive advantage. Finally, theoretical analysis of relationship rents creation, according to enterprises of horizontal value chain of different types and resource endowment differences sums up the different models of the horizontal value chain of relationship rents creation, including:①The horizontal value chain for similar-industry, among enterprises of holding the resource of homogeneity and the similar business, the relationship between similar industry is not only the competition but also cooperation, the value chain of only competition, on the basis of the coordination of relations and normative order plays competitive effects; the value chain of having both cooperation and competition, finds interest points of integration, collaboration through business link synergy; the value chain without competing can achieve all-round cooperation and give play to enhance effects.②For cross-industry, non-competitive relationship among enterprises, large differences in resource endowments, their cooperation mode including: Having an excellent intangible resources or surplus physical resources, "rental" of resources for rent; products or services which are the same customers, through the "binding" to expand and consolidate the customer base.; If having different preponderant resources,it can exploit the customers'potential needs through the realignment of resources.