This study investigates how an enterprise sustains longer than others and stands out from the competition. This study elaborates on how the value-oriented management on core competence facilitates value innovation on a brand. This research uses a qualitative research method, adopting ethnographic research methods. The researcher had been a participant-observer in the M company restaurant, the global fast-food leader, for nine years. Through the up-close involvement and actual operation experience, the researcher analyzes the core competence of the M company and discusses its pattern of value-oriented management. By decomposing the operation processes, this study analyzes the challenge of M company's operation management and proposes value innovation solutions for optimizing operation and management processes. This thesis explores the research process of core competence and demonstrates the value innovation approach of enterprise management. The way to achieve brand value innovation and sustainable competitive advantage is to continuously refine, improve, and upgrade value management model of core competence.