Research On The Traditional Business Transformation From Internet Perspective

In the 21 st century, the Internet develops rapidly, and makes a huge impact to all aspects of the society. It is the best of times, more convenient access to information, more convenient and intelligent life, a large number of enterprises follow the trend and develop rapidly. It is the worst of times, the advantages built up by established enterprises over the past few decades have gone with the wind, your competitor is no longer the first or second in your filed, it is not easy to recognize the competitor under the cross-border competition; consumers become complex and delusive, excellent performance and various marketing no longer meet consumer demands.In this context, most traditional enterprises are feeling the urgency of crises which force them to transform. Internet giants and entrepreneurs swarm into the internet transition of traditional enterprises, many foresighted traditional enterprises set about do overall arrangement of e-commerce and new media marketing, at the same time, the internet transition of traditional enterprises attract attention of investors.In this paper, the transformation paths of traditional enterprises are discussed through the methods of documents research, interview and case study under the background of internet.A lot of documents on the internet and enterprises transformation are studied to find out differences between the internet enterprises and traditional enterprises and transformation paths viable.23 traditional enterprises who transform through internet are investigated in seven dimensions: the basic situation, the concept of transformation, the transition causes, the transition period, the transition path, means of information and the Internet thinking to import. Through analysis of documents and interview results and, it has been found that customers are the starting point of enterprises transformation, the changing of the customers’ needs promote enterprise transformation; information technology is transformation means; Internet thinking is transformation guide. Transformation path is basically divided into three: the supply chain transformation, the organization form transformation, product and service transformation.In this paper, HSTYLE, HOMEKOO and Turn Left on Gan Jiang Road are taken as examples to study the measures during enterprises transformation. For example, HMOEKOO rebuild supply chain by C2 B, transform marketing channels through O2 O layout, form the competitive advantage information by information construction, and then realize supply chain transformation. HSTYLE achieve the organization form transformation through four means: Internet user-centric organizational structure, powers and responsibilities unified independent management body, information technology overturned the traditional business model and automated human resources ecological mechanisms. Turn Left on Gan Jiang Road take customers as the starting point, create products that customers highly participate in and the ultimate customer service experience. All the transformation exploring is significant for traditional enterprises to transform.