Research On The Strategic Performance Of Midea Group’s "Double Intelligence"

After the reform and opening up,China’s manufacturing industry has achieved unprecedented development.Now it is an indispensable part of China’s economy,and China has become a big manufacturing country.However,as China no longer has the advantages of demographic dividend,China’s manufacturing industry has to think about transformation and upgrading.In 2015,China put forward the "made in China 2025" strategy,which made it clear that the main direction of the manufacturing industry is intelligent manufacturing,which,to a certain extent,determined the direction of the transformation of the manufacturing industry.As an important part of China’s manufacturing industry,the era of home appliance industry becoming a global manufacturing center based on cost advantage has passed,and the industry giants have begun to put forward strategies for transformation and upgrading.Under this background,taking Midea Group as an example,this paper studies the performance of its "dual intelligence" strategy in the process of digital transformation based on the balanced scorecard method and economic value added method“ The "double smart" strategy mainly includes two parts: one is the "smart home" proposed by the hope that the manufacturer will be transformed into a product supplier,and the other is the "smart manufacturing" proposed by the hope that the original traditional manufacturing method will be replaced by the advanced manufacturing method.Firstly,this paper expounds the research background and significance,combs the relevant research on enterprise strategy,the impact of strategy on enterprise performance and performance evaluation methods,and obtains its own research ideas on this basis;Secondly,it defines the concepts of performance,performance evaluation and enterprise strategy,combs the common methods of performance evaluation,and introduces the Balanced Scorecard theory and economic value-added theory involved in the article;Thirdly,it introduces the general situation of Midea Group and its "dual intelligence" strategy,and makes a SWOT analysis of Midea Group,analyzes the motivation of Midea Group’s implementation of the "dual intelligence" strategy and combs the specific practice under the "dual intelligence" strategy;Then,combined with the balanced scorecard method and the economic value-added method,from the financial level,non-financial level and enterprise value ability,this paper analyzes the implementation performance of the "double intelligence" strategy;Then,it further analyzes the problems in the implementation of "double intelligence" strategy,and puts forward corresponding countermeasures and suggestions;Finally,the paper draws the conclusion of this study and summarizes the enlightenment that related enterprises can get from it.The results show that:(1)the implementation of strategy may be a double-edged sword,the results are not all favorable,but also may have a negative impact on the operation of enterprises,so enterprises should be prepared to correct relevant problems in time when implementing strategy.(2)In the process of transformation,manufacturing enterprises should integrate their own resources,be fully prepared to seize the opportunity in time,and actively make self adjustment with the changes of the external market.Based on the relevant research of this paper,the following enlightenment is summarized:(1)in the process of transformation,enterprises should first enhance the value of products to ensure that products meet the needs of consumers.(2)Under the premise of objective understanding of themselves,enterprises should choose the transformation mode according to their own characteristics,instead of following the trend blindly.(3)In the process of transformation,enterprises should have the courage to try and make mistakes,have the courage to contact new areas,constantly explore and adjust themselves in time,and finally surpass themselves.