Research On Strategic Transition Of Five-star Electrical Appliances Under The Background Of "Internet+"

In recent years,with the rapid development of e-commerce,with the gradual change of consumer groups,online shopping has become the main way of people's consumption.Combined with the downward pressure of the economy,many retail enterprises' profits have declined,and they are forced to close down due to poor performance."Internet plus" industry is more and more,occupying the vast majority of life,which has brought great pressure and negative impact on traditional retail enterprises.In such a development environment,the strategic transformation of traditional retail enterprises is imminent.As a typical traditional retail enterprise,Five-star appliances has naturally made countermeasures in the face of the impact.Five-star appliances has also established its own online shopping mall,but the result is not ideal success.In this regard,based on the preliminary strategic cooperation between Five-star and Jingdong,the paper further develops the future strategic planning,which is of great significance for the future development of Fivestar.Taking the strategic transformation of Five-star electrical appliances under the background of "Internet plus" as the research object,based on the theory of strategic transformation and Internet plus,the paper applies PEST analysis,SWTO analysis and Potter Five force model,mainly studies the following aspects:First,the development status of Five-star electric appliances is briefly described,and then the internal and external environment of Five-star electric appliances in the Internet transformation period is analyzed in detail,to clarify the advantages and disadvantages of the enterprise at this stage,the elements and capabilities of the strategic transformation,as well as the necessity of the enterprise to implement the strategic transformation.Second,according to the analysis of the current situation,the next step of the development of Five-star electric appliances strategic planning.This paper expounds the goal,mode and path of the transformation of Five-star electric appliance into Internet.The transformation mode mainly includes the product mode,marketing mode,management mode,operation mode and organizational structure of Five-star electric appliance.Third,in order to ensure the implementation of the strategy,the management and control measures are made from the five levels of user-oriented strategy,data-driven,partner symbiosis,organic enabling organizational structure and the establishment of Internet-based thinking culture.In addition,the possible difficulties in organizational change are proposed to help the five types of electrical appliances better carry out the strategic transformation.The basic conclusion of this paper: as a typical traditional retail enterprise,Fivestar appliance should make the Internet strategic transformation and corresponding implementation measures in the face of internal and external pressure.The strategic transformation of the Internet needs to change from all levels of the enterprise.It needs to combine the actual situation of the enterprise itself,accurately analyze its own development status,existing problems,etc.,and then formulate corresponding strategic transformation measures.It cannot simply copy other enterprises and adapt to local conditions.This paper hopes to provide reference for home appliance retail industry through the planning of Internet transformation of Five-star appliances.Guide other traditional retail enterprises to face the challenges brought by the Internet,find opportunities,and actively carry out strategic transformation and organizational change.This paper has 12 figures,11 tables and 70 references.