Research On The Influence Of The New Business Model In The Digital Economy On The Investment Strategy Of Manufacturing Enterprises

In recent years,with the help of the emerging technologies such as Internet,big data,digital economy enterprises have demonstrated the super strong ability to expand the market,and the digital economy business has shown geometric growth.At the same time,the traditional manufacturing industry is facing the situation of collective cold,the enterprise should change the thinking of business development,change the business model to adapt to the development trend.Under the new business model,resource allocation changes,affecting the investment activities of enterprises,so the investment strategy should be changed accordingly to adapt to the development needs,thus promoting the improvement of enterprise value.Based on market power theory,resource-based theory,synergistic effect theory and contingency theory,this paper reviews relevant literature.The strong impact brought by the development of digital economy,the traditional manufacturing industry itself faces the development dilemma,which promotes the change of the consumer-centered business model.Then this paper expounds how the new business model drives the transformation of investment strategy,and how the investment strategy should be selected,and subdivides the investment strategy,and analyzes it from the two aspects of investment scale and orientation.Finally,the paper analyzes the influence of the choice of investment strategy on enterprise performance.This paper attempts to use the domestic home appliance leading enterprise Qingdao haier reform business model event as an example.It is found that the rapid development of digital economy will prompt traditional enterprises to change their business models,which will lead to fundamental changes in the allocation of enterprise resources,and the investment strategy needs to be adjusted accordingly.Finally,the investment efficiency of haier was comprehensively evaluated through the two stages after the business model reform of haier:the initial stage of the model implementation and the achievement transformation period,and the contribution result of haier's investment strategy under the new business model that effectively promoted the improvement of enterprise value was obtained.It is hoped that the study of this paper can shed some light on how Chinese traditional manufacturing enterprises choose appropriate investment strategies in the process of transforming their business models.