Performance Analysis Of Haier Zhijia’s Operating Capital Management Under The Network Strategy

With the accelerating process of networking,the Internet has evolved from a tool to a business model.In the past production and operation mode of enterprises,the information communication between enterprises and consumers is not carefree,and the internal production process of enterprises is lack of flexibility.Therefore,it is the most economical and sustainable choice for manufacturing enterprises to implement large-scale homogeneous production.However,as the Internet era,the enterprise distance with the user,in imperceptible in enterprises’ market leading products dominate the transfer for the user’s demand,before mass production of generic products more and more difficult to meet the diverse needs of the user,which requires the production enterprise transformation development idea,the whole business process of enterprise closely around the user.As a result,the traditional working capital management model has also been a huge impact,due to market changes,enterprise’s not from a single element of working capital management,focus on accounts receivable,merchandise inventory,such as a single data,and should be transferred to the attention of the whole process of the enterprise and transform,procurement channels,production,marketing channel should be more close and efficient cooperation,common service for the user.Based on this,Haier launched a networked strategic transformation,the transformation of ideas mainly around the age of the Internet platform for enterprises,the core is the end user as the center,to produce products that meet the user diversification and personalized needs of keeping pace with The Times,at the same time,the working capital management mode of Haier think home from mass production to mass customization,the enterprise of "scale" combined with the user’s "personalization".Therefore,this paper adopts the case analysis method to discuss how to promote the efficient management of working capital under the guidance of the development strategy under the background of Haier’s network strategy which complies with the trend of "Internet".This paper first put forward by experts and scholars of enterprise development strategy theory and working capital management on the basis of the typical theory,then carries on the overview of the basic condition of the house of Haier’s wisdom,combing its in strategic priority in all stages of development strategy and the corresponding management of working capital,and according to the age of the Internet leading products to users by the enterprise main products under this fundamental change,This paper points out the transformation motivation,implementation path and characteristics of Haier’s enterprise strategy,and finally puts forward a new requirement for working capital management-mass personalized customization according to the thinking of network strategy.Based on the above background,Haier Zhijia to its working capital management model for the whole process of reengineering.Introduced the supplier strategic partnership in the procurement channel and let suppliers participate in the design in advance,and established the VMI supplier inventory management mode,which increased the flexibility of supply,provided strong support for the user’s personalized experience,and also reduced the inventory backlog and capital occupation of Haier’s experts.Channels in production,the enterprise established the custom pattern,the mass production to mass customization,adopts "community platform customers scale order + opens to booking a reservation" concept,build COSMOPlat-"all the foreign exchange earning" platform,user participation,introduced innovative,personalized product needs of customers can make with the gen platform of professional designers,research and development products,product ideas,personal needs can be converted to realize from the user’s demand to the enterprise to the production of exclusive custom,enterprise after receiving the needs of users feedback,modular by smart + connected factory production,Satisfying the user’s personalized experience can also form the enterprise scale economy,reduce the production cost;In terms of marketing channels,Haier Zhijia attaches great importance to user relationship management,builds a "customer service system" to provide targeted services for all kinds of users,and establishes a diversified and informationized channel system to improve the service quality of the whole process and enhance user experience.Finally,this paper takes the combination of dynamic and static,horizontal and vertical combination of the three dimensional analysis method,from the three perspectives of liquidity,insecurity and profitability of networking strategy Haier management performance of intellectual home comprehensive analysis,the following conclusions: Haier think tank under the networking strategy,has always been to meet the needs of users in the whole process of internal and external supply chain each node,overturned thoroughly the way a single,one-way transmission,closed operation model of supply and demand,make the purchase,production,sales,the whole process to connect to the common services to users,and greatly improve the home Haier intelligence level of working capital management.At the end of the paper,it points out the existing problems of management of Haier Zhijia and improvement methods,and puts forward suggestions for the optimization of working capital management under the ecological brand strategy.It also provides reference for other home appliance manufacturing enterprises how to carry out working capital management efficiently in the Internet era..