Abstract: To reach the equilibrium in mobile value chain, the alignment between the value-added strategy and the business strategy must be realized. The qualitative simulation and empirical study are combined to study the value-added strategy alignment. The value-added strategy alignment is used as an example and questionnaire is designed to obtain data from mobile value-added industry, which is then statistically analyzed by DANP(Dynamic Analytic Network Process) to examine the interactions between drivers. Then, a qualitative simulation method (QSIM algorithm) is introduced to drive the evolution of the interactions between drivers to solve the optimization problem. Based on MALTAB 7.0, a prototype system is developed, and the simulation result can be served as the development priority in each driver, and the optimal resource allocation is achieved. It is more beneficial for mobile value chain when the participant with higher initial state take on more responsibilities. Service provider should have higher development priority and more resource allocation, due to its more significant effect on the total revenue. Furthermore, the integrated method can also deal with the optimization problem with incomplete information in other management fields, when the accurate mathematical model is unavailable.

Key words: value-added business model innovation, mobile commerce, optimization, QSIM, dynamic analytical network process(DANP)