Research On The Impact Of Digital Transformation On Business Model And Financial Performance Of FMCG Enterprises

At present,China has entered a new stage of economic development.The continuous optimization and upgrading of economic structure will also change China's industrial structure and promote the further upgrading of industries.At the same time,China's traditional industries,under the pressure of emerging industries and foreign enterprises,are in urgent need of a new way conducive to their growth and development,and digital transformation has just become the choice of many enterprises.The impact of digital transformation on enterprises is not only the simple change of internal management,but also the new business model generated in the process of digital implementation of enterprises,which enables them to further explore in the fields of marketing methods,upstream and downstream of the industrial chain,logistics and other fields.This paper will use literature research and case analysis to introduce the concept and stages of digital transformation,and then take Feihe Dairy's implementation of digital transformation as a case to investigate its causes,processes and results.The reasons for the transformation are analyzed from multiple aspects,and the transformation process and final results are analyzed by stages.On this basis,the impact of digital transformation on business model and enterprise performance is further explored.In addition,the severe impact of the epidemic forced enterprises to try and think deeply about the digital transformation.This paper also introduced the flexible response of Feihe Dairy after the COVID-19 epidemic.The success of Feihe's digital transformation is very representative and meaningful for Chinese and even world milk powder enterprises.