Analysis On Value Optimization Strategy Of Import Brand Agent Based On Value Chain System

With the development of economic integration and trade globalization, more and more medium and small sized private-run enterprises in China has entered this value chain based international division. However, their business has always been limited to some low value-added stages of the international value chain such as manufacturer and trading agent, which restricts their future development. Only if these firms start seeking new opportunities and innovation to keep optimization their value proposition with in the value chain can they win a decent place among fierce competition.This paper selects value chain theory as its basic concept in analysis, which is consisted of internal value chain, external value system and the global value chain. In order to fulfill the value optimization strategy which seeks the corporate value and the customer value together, paradigms and tools from competitive strategy raised by Prof. Porter and marketing management raised by Prof. Kolter are systematically adopted in its theoretical part.Meanwhile, the paper takes the import agent firm in civil use sealant industry, named ANT Company as its case analysis. First, it elaborates the macro environment, industrial environment, internal situation and development path as the analysis background. Second, it selects some key value optimization strategy in both the internal value chain and external value system prospective to evaluate its rationality and effectiveness. Last but not least, it points out some major problems and challenges the ANT Company faces currently and lists some possible solutions with the help of value optimization thoughts.The research achievements of this paper is not only of great practical value to the ANT Company itself, but also has reference meaning to other medium and small sized agent companies which is still struggling in the low value-added stages of the international value chain.