| With the popularization and application of mobile payment on a large scale,the whole society has shown a strong“cashless”trend.The traditional ATM manufacturing industry which mainly provided cash withdrawal and deposit services has been seriously affected and in decline,and GD,which is the leading enterprise in China’s ATM industry is inevitably facing the severe challenge of enterprise transformation.Looking through the history of world business,even the leading enterprise with strong in-position advantages will be obsoleted if they do not transform in a timely and correct manner under the Times and industry changes caused by the progress of science and technology.In order to make successful enterprise transformation and further development in the future,the first and most important thing for enterprise is that the decision makers must be able to work out the right transformation strategy suitable to enterprise itself in time,and then guide the whole enterprise transformation process accordingly.Therefore,whether enterprise decision makers can formulate the right transformation strategy timely becomes the crucial key factor to the ultimate success of enterprise transformation.In view of this point,the paper is in attempt to stand in the position of decision makers of GD and focuses on how GD formulates the right enterprise transformation strategy timely in the era of mobile payment by using a systematic research method consisted of the Industry Six Force analysis model,the Boston matrix,the SWOT matrix and the Ansoff matrix,based on the actual business operation data and information disclosed by GD.The conclusion of the research indicates that GD should decisively retract the cash related businesses,take artificial intelligence technology as the core gene of enterprise future development,provide leading intelligent machines and industry solutions to multiple industries,and strategically aim at becoming a global leader of intelligent machines and industry solutions provider from now on.What’s more,the paper also summarizes the re-search method based on the four traditional management tools into a set of practical application method named PBSA enterprise development management application method in the paper for decision makers to formulate right enterprise transformation strategy timely.It is hoped that PBSA can not only enhance the ability of decision makers to cope with enterprise transformation challenge,improve the probability of the ultimate success of enterprises transformation,but also enrich the relevant theories of enterprise transformation strategy.The whole structure of this article is as follows.The first introduction part presents the overall structure through the elaboration of the background and significance of the paper,the study object,goals and method of the paper,and the main content and key words of the paper as well.The second part is the analysis of China ATM Industry.First make PEST analysis and then the structural analysis of ATM industry by using the Six-Force analysis model to understand how the environment influences the industry and causes the industry changes through six forces so as to identify the root reasons of industry changes in the era of mobile payment,and pre-judge the future possible development of the industry accordingly.The third part will go to the analysis of GD’s current operation state.Make the brief introduction of GD,list the past 3 years operation data disclosed by listed company reports,and then diagnose GD’s existing main businesses through the Boston matrix analysis to validate the enterprise transformation problem.The fourth part is the enterprise development analysis of GD.First help GD choose the right direction of enterprise transformation through the SWOT matrix analysis,and then make the transformation plan of businesses for GD through the Ansoff matrix analysis,not only choose new business,but also make adjustments to the existing businesses.The fifth part is the strategic proposal for GD’s transformation.First give the comprehensive transformation strategy suggestions which include technology transformation,business transformation and globalization development strategies,notice innovation traps that should be avoided in the transformation process,and then present the whole transformation strategy structure diagram of GD.The sixth part is the conclusion and prospect.Summarize the conclusions,innovations and limitations of the study,and look forward to GD’s future transformation implementation.The last part is the appendix which presents the PBSA application method of enterprise development management and the four core ele-ments of decision-making which are both important and helpful for enterprise decision makers to cope with transformation problem in the future. |
