Research On Digital Transformation And Value Creation Of China Southern Airlines From The Perspective Of Resource Orchestratio

With the continuous development of digital technology,accelerating the process of digital economy is an inevitable choice for my country’s high-quality economic development.At present,my country supports and guides digital technology innovation as the guide,promotes the development of informatization and industrial integration,and actively guides state-owned enterprises to seize the opportunity of digital transformation,enhance their innovation capabilities,and strive to build a world-class enterprise.Therefore,more and more enterprises join the digital transformation path and create a digital transformation path.So how can companies enhance corporate value through digital transformation?This paper analyzes the digital transformation of China Southern Airlines as a case,uses the theory of resource orchestration to expound the digital transformation of enterprises in stages,and analyzes the digital transformation process of China Southern Airlines from three stages: resource construction,resource bundling and value creation.The research found that China Southern Airlines has built a combination of resources such as talent,technology,customers,and data in the digital transformation,and achieved resource structuring through internal accumulation and external purchases.In the resource bundling stage,China Southern integrates digital resources with the traditional resources of the company to create a digital platform with different functions represented by "China Southern Airlines e-Travel",which improves the company’s management,service,marketing and green development capabilities.Reduced risk levels and created value for China Southern’s digital transformation.This paper further analyzes the value creation effect of digital transformation,from the aspects of market performance,financial performance,and non-financial performance.The study found that: from the perspective of short-term market performance,the SASAC included the digital transformation of China Southern Airlines into a typical case and the release of China Southern Airlines’ "Internet +" strategy,which led to an increase in short-term market performance and an increase in shareholder wealth in the short-term;from the perspective of long-term market performance,this strategic release has a positive effect on the company’s long-term market performance.Analysis of financial indicators shows that after the digital transformation,the company is in the stage of resource integration and upgrading,with stable overall operating capabilities,significantly enhanced profitability and good debt repayment capabilities;from the perspective of non-financial indicators,digital transformation has improved China Southern ’ s user satisfaction and achieved energy conservation.Reduce emissions and open up overseas markets.Based on the perspective of resource arrangement,the research on the digital transformation of China Southern Airlines reveals how the enterprise manages and allocates resources in the process of transformation,and provides a reference for the digital transformation of other enterprises development.