Study On FMCG B2B Business Model Based On Value Network—Example Of S Company

In recent years,the traditional FMCG industry has been in a dilemma.The industry is full of vicious competition,declining market performance,inventory pressure,reduced profits,poor information,and financial pressures,these factors constrain the development of the industry.The traditional FMCG supply chain also needs to upgrade and optimize urgently.After the "Internet +" is promoted to the national strategy,as an important industrial field related to people's livelihood,the FMCG industry cannot fall behind too.After 2016,the “Internet + FMCG” industry began to develop rapidly.Some entrepreneurs and investors with sensitive senses began to enter this field.At the same time,Internet giants such as Alibaba,JD and Tencent also began to put into the layout.At the same time of the rapid development of "Internet + FMCG",the problem has gradually emerged.The business model is one of the problems which need to be solved.In this context,Value Network puts enterprises in the digital network environment,systematically thinks,modifies and innovates from the higher level to face the traditional value chain theory,and forms a value network composed of enterprises.The value-based business model realizes value creation through cooperation among members of the value network,adheres to the principle of satisfying customer needs,and provides theoretical assistance for improving the core competitiveness of enterprises and obtaining competitive advantages.Based on many mature business models and value network theory researches at home and abroad,this paper applies the value network theory to B2B enterprises of FMCG.This paper analyzes that in the B2B business model of FMCG,enterprises cannot independently create value,and a single value chain cannot bring enough profits.B2B enterprises of FMCG can establish a competitive advantage and achieve sustainable development only through the participants the value network to cooperate and share resources,taking the advantages of Internet technology to deal with all kinds of information and data.Based on the above analysis,this paper focuses on selecting “S Company” as the case object,analyzing and optimizing its business model,and giving implementation plan and guarantee.