Abstract: The digitalization drives the boundary extension of traditional organizations and guides organizations to interact and collaborate with clients and other stakeholders in a wider range. As a bridge that connects the focal corporate and customer for value co-creation, the identification and development of corporate value propositions are regarded important both from researches and practices. This paper takes the case of Work WeChat organization of China's leading high-tech enterprise Tencent, extends the content analysis and coding on the interview data of internal and external personnel of the Work WeChat, and systematically explains the identification and development process of the value proposition of Work WeChat. The research findings indicate that:three streams of literature explain the connotation of corporate value proposition, involving the perspective of focal firm's unique value, the perspective of relationship between focal firm and customers, and the value portfolio perspective between focal firm and stakeholders; in addition, the identification and development corporate value proposition can be embedded in a process-based framework "All Benefits-Favorable Points of Difference-Resonating focus of Value Combination". The research contributes to the concept and development process of corporate value proposition, and provides implications for the practice of corporate value proposition in the digital context.

Key words: value proposition, digitalization, Work WeChat, content analysis