Abstract: In the era of big data, based on the dynamic capability theory and the value chain reconstruction theory, we adopt a single case study method, select Gree Electric as the research object, and discuss the influence of dynamic capability on the company's value chain reconstruction path. Based on the four dimensions of dynamic capability in the era of big data extracted from literature review, combined with the single case study, it is found that different dimensions of dynamic capability show different impact on the value creation activities in the internal and external value chains of enterprise, and lead to the incremental and destructive reconstruction of the value chain. Based on the logic of “motivation-behavior-result”, this paper builds a value chain reconstruction path in the era of big data, expands the study of value chain reconstruction under the condition of profit maximization and creating shared value (CSV), which reveals the uniqueness of big data era. What's more, this paper also provides reference and enlightenment for other companies to cultivate dynamic capability and reconstruct value chain in the era of big data.

Key words: big data, dynamic capability, incremental reconstruction, destructive reconstruction, case study