Dynamic Capability And Value Creation Changes In Digital Transformation Of Traditional Manufacturing Enterprises ——Based On HaierGroup Case Study

As the digital technologies are progressing,the deepening of technological change,and the continuous advancement of data value,the entity economy and digital technology continue to integrate and progress.Meanwhile,the overall profitability of my country’s manufacturing industry has shown a steady state at the bottom.Since 2012,the growth rate of the social economy has declined in a slow speed.The trend of slowing manufacturing production capacity is forcing enterprises to carry out reforms.The global economy has entered the era of digital economy,combining business and technology has become a fashion and popular trend.By building a solid foundation in the original field and exploring and developing new fields,enterprises can obtain additional value.In addition,the rise of the concept of new retail also requires manufacturing companies to adjust their positioning.The production role can no longer meet the requirements of manufacturers in the digital economy era.It requires companies to adjust their own value chains,increase the added value of products and appropriately extend the value chain.As we are in the background of digital economy,enterprises need to accurately locate the needs of consumers.The same-type production is not needed.They need personalized and unique style product customization.Enterprises need to have accurate user portraits,which requires digital marketing of enterprises.The improvement of platform and data mining capabilities,regard data as an asset,mine value from data,predict consumption trends,and accurately locate enterprise products.Based on the research,I raise two questions:（1）Does the dynamic capability of traditional manufacturing enterprises change during its digital transformation?（2）Do the changes of dynamic capability have influence on enterprises’ value creation?As a pioneer of digital transformation,Haier officially announced its start on digital transformation in 2012.Based on the grounded theory through interview method and content analysis,this paper takes Haier Group as the research object,and analyzes the dynamic capability change and value creation of the enterprise from time series.According to my research,it shows that the digital transformation experience is divided into three stages:the initial stage of transformation,the development of transformation and the deepening of transformation.The comparison of the three stages of transformation shows that the technological and market aspects in the digital environment will change the digital dynamic capabilities of enterprises.The dynamic capabilities change in the path of "perception and resource synergy-acquisition and analysis-ecology and transformation".Value creation changes from "organizational value and resource sharing-user value co-creation-value delivery and resource complementarity and synergy" change.This paper deeply analyzes the dynamic capabilities and value creation changes of manufacturing enterprises in digital transformation.What’s more,I find the dynamic capability and value-creation evolution processes.Digital environment drives each stage of digital transformation,which has a certain enlightening effect.