Research On Digital Transformation Of Midea Group

In recent years,the digitization transformation of enterprises has become an interesting point,which accelerated the focus by practice field.The digitization is not only the innovation route that the nation has been settled as in development of whole society and economy,but also digitization is strategic target of enterprises competitive advantage and sustainable development.In practice of enterprises operating management,the diversification of customer needs and the explosive development of big data aggravate the uncertainty,however,digitization can work out that the enterprises explore and deal the information resource.Meanwhile,the root ability of enterprise digitization is that it can solve the long-term disconnection between the industry and the consumer,then it can cope with the uncertainty and to enable enterprises which achieve the integration of production and marketing,scenario-oriented mind,ecological function.Coincidentally,many enterprises have not accomplished the expected profits in following the wave of digital transformation,some were failed.The most significant reason is that the enterprises occur deviation on the logic and connotation of digitization when working at the digital transformation,the rigid behavior is another main reason that block the success of digitization transformation.According to the dynamic competitive theory,enterprises have to adapt the variety with the changeable outside environment accordingly,also enterprises constantly have to update and re-shape their own competitive advantages,therefore,they get the sustainable competitive advantages.The digitization ability is the fundamental and microcosmic manifestation which as one of the dynamic capabilities of enterprises,it is good for the core competitiveness of enterprises.Consequently,base upon the value co-creation theory,digital transformation theory and enterprise performance theory,this paper discuss the successful experience of Midea Group's digital transformation.This research mainly uses the literature research method to study the value cocreation theory,digital transformation theory and enterprise performance theory,then based on these theories as the this research's foundation,also use the interview method and questionnaire survey method to understand the fact of digital transformation.Based up on interview out-coming,this paper differentiate the digital transformation of Midea Group as three stages: Information Stage,Industrial Internet Stage and Ecological Digitization Platform Stage from the vertical analysis.This study has drawn below main conclusions from the digitization route: the iteration of product can promote rapidly,because the power of co-creation;interaction of poly-basic value subjects in co-creation is new phenomenon;digitization culture atmosphere continually levels up the development of enterprises' digitization;intelligence manufacture is the key to accomplishing flexible manufacture.To sum up,this study which use Midea Group as example of digitization transformation,it provides reference sample for Chinese enterprises,specially for the undergoing and will be undergoing digital transformation of enterprises,and also provides theoretical value and actual value for enterprises' digital transformation.It is not easy to help them understand the success of digital transformation,when looking for a path suitable for their own development,they should follow the natural principle of enterprise.