Research On The Performance Of Qingdao Haier's Network Strategic Transformation

With the development of information technology,the Internet is more and more widely used in social life,gradually permeating into all walks of life.And with the government's attention and support to the Internet strategy,enterprises also realize that the Internet can boost the industrial transformation and upgrading.As a result,many enterprises are looking for a new model of corporate development in the Internet era.As the leader of traditional household appliance manufacturing enterprises,Qingdao haier started its network strategic transformation in 2012.It has explored strategies,organizations and management and made a series of achievements.This paper selects Qingdao haier as the research object,analyzes the motivation,path and mode of implementing the network strategic transformation,and explores the influence of the network strategic transformation on performance,hoping to provide reference for the strategic transformation of enterprises in the Internet era.Firstly,this paper sorts out the theories related to strategic transformation and enterprise performance,and analyzes the influence of the former on the latter.On the basis of theoretical analysis,the financial indicators and factor analysis of relevant data of Qingdao haier and white goods industry from 2012 to 2017 were carried out,and it was found that the network strategy transformation did bring a certain positive effect on the development of Qingdao haier: the relevant financial indicators performed well in recent years,ranking high in the industry.Through analysis,it is found that Qingdao haier's transformation has experienced three stages:preparatory period,transitional period and stable period.Enterprises' transformation goals and relevant measures are different in each stage,so enterprise performance fluctuates correspondingly in different stages.The analysis also found that although the debt-paying ability index of haier was stable,its performance was relatively low,and its operating ability index was higher than the average level of the industry,but it did not realize the improvement matching with the network strategy.Based on the above analysis conclusions,this paper puts forward corresponding Suggestions to Qingdao haier and industry enterprises.First of all,Qingdao haier should pay attention to its liabilities in a timely manner,especially therepayment of long-term debts,so as to avoid affecting corporate reputation while using financial leverage.In addition,the timely disposal of inferior assets,network strategic advantage,to further improve the performance of enterprises.On this basis,regularly review the applicability of network strategy,timely revision and adjustment of strategic objectives,to ensure long-term development and competitive advantage.Secondly,enterprises in the same industry can learn from haier's strategic development path,through long-term planning strategic objectives,phased implementation of network strategic transformation.However,when learning from haier's experience,we should avoid following blindly,make specific adjustments according to our actual situation and development goals,cultivate strategic foresight,and strive for greater competitive advantages.